Strong sales and strong attendance marked the 9th annual Pacific SAIL EXPO (PSE), the largest sailboat show on the West Coast that concluded Sunday, April 18 at Oakland’s Jack London Square.
By Cynthia Goss
Published: May, 2004
Strong sales and strong attendance marked the 9th annual Pacific SAIL EXPO (PSE), the largest sailboat show on the West Coast that concluded Sunday, April 18 at Oakland’s Jack London Square. Over13,000 people attended the five-day event, which represents a 7% increase over last year’s attendance. This crowd also proved to be a buying public: several exhibitors left the show with sales that set new company records.
“There was a much stronger buying climate this year,” said Pat Garfield, owner of Farallone Yachts in Alameda (Calif.) “For us, this show was the best we’ve ever had, in terms of sales.” As a dealer for Catalina, Farallone Yachts closed on 15 new-boat orders at the show with customers in their northern California region. Garfield’s assessment of the buying climate is based on two key things: her end-of-show sales figures, and what she sensed as a mood swing: “There seemed to be a sense of urgency, a sense that people wanted to fulfill their dreams now—not wait until they retire.”
According to Scot West, executive director of Sail America, exhibitors and consumers alike classed this year’s show as a homerun. “PSE 2004 was everything the industry and sailing public expects from a SAIL EXPO: an activity-filled, five-day festival of sailing,” said West. “This was a great show. We had increased attendance, strong sales reports from boats and accessories, an improved show layout—and lots of fun for everyone involved.”
PSE 2004 drew an international group of over 300 exhibitors. Comments from consumers and exhibitors touted the strong benefits of buying and selling at a large regional show. Consumers appreciated the chance to meet product experts from factories and boat yards, as well as the opportunity to do valuable comparison shopping. “The best aspect of the show is the sheer size,” said Bill Prendergast, a showgoer who traveled from Portland, Oregon. “I was able to complete four major gear-shopping missions for our present boat, in each case after talking with several very knowledgeable reps. My wife and I also greatly appreciated the chance to closely and repeatedly compare several key competitors for the ‘dreamboat’ we aspire to move up to.”
Exhibitors found that the large, diverse collection of products in the tents and on the docks afforded some valuable cross-marketing and selling opportunities. “There was a strong mix of boats in the water, and people could step onboard boats and see gear they might not normally see,” said Bruce Brown. “We had people who came right to our booth, asking about specific gear they had seen onboard.”
Dan Krier of Marine Servicenter, based in Seattle and Anacortes, attributed the show’s trademark festivity and the large collection of exhibitors as key factors for closing sales on two 40-foot-plus boats in a single day. Krier, who represents Nauticat and Jeanneau, met a customer for the first time on Sunday morning who was looking for a boat to put into charter in the Pacific Northwest. Krier was able to walk the client over to San Juan Sailing, so his customer could meet people who manage charter fleets in the area. Krier was also able to give his customer all the hard data right on the spot, including figures on the boat purchase as well as a spreadsheet forecasting charter income and maintenance fees. At closing time, his customer decided to purchase a Jeanneau 43, minutes before heading to the airport.
Krier’s second sale went to a couple from Tacoma (Wash.) who flew to Oakland to combine some R&R with a trip to the show. They took a close look at a Jeanneau 49 on Saturday, went out for dinner and dancing that night, and decided to buy the 49 on Sunday afternoon. Said Krier of his good fortune at PSE: “The show is festive; it’s fun. There are tent parties and good restaurants and bars. I think that all helps... And I don’t think the sale on the 43 would have happened if I hadn’t had those figures in my laptop—and if I hadn’t been able to walk my customer right over to the people who could manage his boat.”
Showgoers came from throughout the West Coast, with San Francisco Bay, southern California, and the Pacific Northwest regions well represented. Exhibitors also met consumers from other regions and continents: the Great Lakes, the East Coast, Europe, and even an American cruiser home from New Zealand who took a shopping detour to PSE. PSE 2004 also included free seminars with experts; opportunities to try sailing on coastal cruisers, on Etchells during short buoy races, and on a Tall Ship; social activities; and a special section showcasing classic boats from the region. The show was co-produced by Sail America and the NMMA and sponsored by Allstate Insurance, boats.com, BoatTraderOnline, and West Marine.
It is a good indicator that confidence is returning and times are changing. People all over the West Coast are ready to move on with their lives and dreams.
For more information, please contact Scot West or (contacts above). For general information on Sail America boat shows, visit www.sailamerica.com or call 1-800-817-SAIL (7245).
