YEAR IN REVIEW
2020
INTRODUCTION The National Marine Manufacturers Association (NMMA) is a unifying force and powerful voice for the North American recreational boating industry, working to strengthen and grow boating and shape public policy to protect the interests of NMMA’S 1,300 members. NMMA member companies produce more than 80 percent of the boats, engines, trailers, marine accessories and gear used by millions of boaters in North America.
THANK YOU TO OUR MEMBERS Your ongoing support and engagement allows the NMMA team to deliver the successes outlined in this report on your behalf. We remain committed to ensuring your association membership provides value and service for your business.
THE NMMA EFFECTIVELY HARNESSES THE VOICES OF OUR ~1300 MEMBERS AND ENSURES WE HAVE A SEAT AT THE TABLE TO COLLECTIVELY PROTECT, PROMOTE AND GROW RECREATIONAL BOATING. IN ADDITION, THE SERVICES THE NMMA PROVIDES OUR INDUSTRY TOUCH AND HELP IMPROVE EVERY PART OF OUR BUSINESS. STEVE HEESE, CHRIS-CRAFT CORP. CHAIRPERSON, NMMA BOARD OF DIRECTORS
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OUR VISION
Recreational boating is the #1 leisure activity in North America.
OUR MISSION
To ensure the growth and success of the recreational boating industry
OUR CORE VALUES
Respect Serve Others Be Curious Collaborate Focus on the Consumer NMMA.ORG | DISCOVERBOATING.COM | BOATINGUNITED.ORG | BOATSHOWS.COM
PROVIDING MEMBER VALUE ADVOCACY Assisted recreational boating industry in obtaining over $100 million in Paycheck Protection Program (PPP) funding. Passed historic recreation legislation—the Great American Outdoors Act—investing $9.5 billion in outdoor recreation infrastructure. Secured $850 million for Great Lakes and Everglades restoration, marine sanctuaries, and outdoor recreation projects. Helped secure over $25 million in Section 301 tariff relief for the industry. Hosted first virtual American Boating Congress, resulting in a record breaking 900 attendees, 17 speakers, and top congressional and administration officials. Prevented Canadian luxury tax and additional retaliatory measures on US boats. Raised more than $250,000 for BoatPAC. Secured 400+ advocacy focused media pieces. Generated +14,000 actions on Boating United and recruited +2,200 new advocates. Introduced 13 federal and 11 state legislative bills to directly benefit the boating industry. Defeated 36 legislative bills that would have negatively impacted the boating industry. Implemented rapid response program to COVID-19 government actions at federal, state and international levels.
F R O M A S S E M B L I N G T H E I N D U S T R Y F O R O U R A N N U A L A DV OC A C Y S U M M I T I N W A S H I N G T O N , D . C . T O S E R V I N G A S O U R G O - T O P OL I C Y R E P R E S E N T A T I V E A T E V E R Y L E V E L O F G O V E R N M E N T 3 6 5 DA YS A YE A R , N M M A ’ S A D V O C A C Y E F F O R T S H A V E P O S I T I O N E D T H E I N DU S T R Y FOR SUCCESS TODAY AND WELL INTO THE FUTURE. NED TRIGG, DOMETIC MARINE AND VICE CHAIRPERSON, NMMA BOARD OF DIRECTORS
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NMMA SPOTLIGHT
ADVOCACY
OUR TEAM ASSISTED THE RECREATIONAL BOATING INDUSTRY IN OBTAINING MORE THAN
$100 MILLION
IN PAYCHECK PROTECTION PROGRAM (PPP) FUNDING.
PROVIDING MEMBER VALUE DISCOVER BOATING Partnered with RBFF/Take Me Fishing and MRAA to launch the Get On Board marketing campaign, resulting in 1.8B impressions, 19MM YouTube views, and 9.7K airings of the PSA on TV and radio. Drove record number of consumers to Discover Boating website – 4.7 million unique visitors in 2020 – an increase of 20% over 2020. Reached a younger, more diverse consumer in the U.S. and Canada – site visitors between 18-24 years were up 112%, those 25-34 years were up 34%, and a 48% increase in female visitors. Drove 2.3 million referrals to manufacturer websites, an increase of 3% over 2019 despite 45% less budget. Organic, non-paid marketing initiatives generated $41MM million in equivalent advertising value. Secured 500+ news stories touting the benefits of being on the water, boating safety, and the strong state of the industry, including in the Wall Street Journal, New York Times, Associated Press, Reuters, Forbes, Fortune, USA Today and Fox Business. Established a strategic alliance between NMMA and MRAA and merged Grow Boating into NMMA.
B Y J O I N I N G F O R C E S L A S T S U M M E R W I T H R B F F A N D M RA A ON THE “GET ON BOARD” CAMPAIGN, THE TEAM’S MARKETING STRATEGY WAS THE RIGHT MIX TO HELP SEND RECORD TRAFFIC TO DISCOVERBOATING.COM AND REFERRALS TO M A N U F A C T U R E R W E B S I T E S T H A T C O N T I N U E S T O T H I S DA Y. BRYAN SETI, YAMAHA MOTOR CORP.
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NMMA SPOTLIGHT
DISCOVER BOAT I NG WE DROVE A RECORD NUMBER OF CONSUMERS TO THE DISCOVER BOATING WEBSITE IN U.S. AND CANADA
4.7 MILLION UNIQUE VISITORS IN 2020 – AN INCREASE OF 40% OVER 2019.
PROVIDING MEMBER VALUE CONSUMER AND TRADE SHOWS Attracted nearly 400K attendees across 14 winter boat shows, generating leads and sales that helped fuel unprecedented growth following COVID-19. Launched a virtual Northwest Sportshow in less than 3 weeks, drawing nearly 10K consumers. Supported and engaged local communities with education and special programming through NMMA Career Day events, the Costa Conservation Village and the Discover Boating Experience, held at numerous NMMA boat shows. Robust shows marketing and communications included 23K ads/news stories generating 4.8B impressions (with an added value of $20.7M) and social media/influencer partners extended the reach of boat shows to new audiences with 4M engagements, spurring 230K visits to show websites. Welcomed more than 700 exhibiting companies from 25 countries to IBEX 2019, 100 of which were new to the show, and connected them with buyers from around the globe. More than 4K industry stakeholders attended, an increase of 2 percent. Helped 82 US marine companies develop their business around the world through the NMMA USA Pavilion at METSTRADE in Amsterdam.
N M M A B O A T S H O W S A R E A N I M P O R T A N T F A C T O R I N OU R BU S I N E S S P L A N A S T H E Y P R O V I D E A N E X P E R I E N C E F O R F I R S T - T I M E BU YE R S , BOAT OWNERS AND FUTURE BOAT OWNERS TO PREVIEW DIFFERENT TYPES OF BOATS IN ONE LOCATION. THE NMMA TEAM GOES ABOVE AND BEYOND TO ELEVATE THE CUSTOMER EXPERIENCE. AARON KRENZER, CHAPARRAL BOATS
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NMMA SPOTLIGHT
SHO WS
ACROSS 14 WINTER BOAT SHOWS
400,000 ATTENDEES GENERATED LEADS AND SALES THAT HELPED FUEL UNPRECEDENTED SUMMER GROWTH.
PROVIDING MEMBER VALUE ENGINEERING STANDARDS Protected and represented the marine industry in domestic and international product safety and technical standards. Certified 184 boat brands for the 2020 model year, maintaining a market share of 85% of the boats sold in the US as NMMA Certified. Certified 40 boat trailer brands and 3 personal watercraft brands. Implemented an MOU with Transport Canada allowing NMMA certified boats to enter Canada using ABYC standards. Ensured critical ongoing compliance and education by delivering the annual Engineering Compliance Seminar and the International Compliance and Certification Seminar. Recognized a record 62 boat and engine manufacturers with the 2019 Customer Satisfaction Index Awards.
NMMA CERTIFICATION HELPS GUARANTEE OUR COMPANIES P R O V I D E T H E B E S T P R O D U C T S A N D E X P E R I E N C E S T O OU R CUSTOMERS – OUR TEAM IS GRATEFUL FOR THE NMMA AND THE W O R K T H E Y P U T I N T O H E L P I N G U S E N S U R E B O A T E R S A R E S A FE A N D ENJOY THEIR TIME ON THE WATER! BILL YEARGIN, CORRECT CRAFT
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NMMA SPOTLIGHT
ENG I NEERING ST ANDARDS OUR TEAM CERTIFIED
184 BOAT BRANDS FOR THE 2020 MODEL YEAR.
PROVIDING MEMBER VALUE BUSINESS INTELLIGENCE Developed nine economic models to measure the size and relevance of the recreational boating ecosystem. Collected wholesale shipment and warranty card registration data from 81 North American marine brands across 27 segments representing more than 80% of the market. Analyzed and developed 20 years of seasonally adjusted statistics on monthly sales trends for the new boat market. Reported on demographic and segmentation shifts among 300,000 annual new boat buyers, compared to baseline. Researched and mapped the North American consumer boat purchase journey among 3,500 new boat owners. Surveyed 1,500 marine businesses quarterly on pandemic impacts and 13 other metrics to gauge business health. Developed a data warehouse that pipelines 340M records into a central repository for business intelligence dashboarding. Sourced new high-frequency datasets to gauge boating demand in key strategic markets. Surveyed 207,000 boat show attendees and 4,000 exhibitors to inform operational strategy.
MEMBERSHIP Recruited 75 new members in 2020. Provided eligible manufacturing members access to quality healthcare options through NAM Healthcare. Enhanced membership communications with a new onboarding engagement process,
Divisional Member Monthly Newsletters, and distribution of 2,500 informative brochures at boat shows and trade events.
THE VALUABLE DATA AND INSIGHTS FROM NMMA’S BUSINESS INTELLIGENCE TEAM—FROM MONTHLY SALES AND SHIPMENT REPORTS TO THE ANNUAL STATISTICAL ABSTRACT—HELP US STAY ON TOP OF THE LATEST MARKET TRENDS. CHUCK WILLEMS, MERCURY MARINE
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NMMA SPOTLIGHT
MEMBERSHIP
NMMA WELCOMED
75
NEW MEMBERS TO THE ASSOCIATION.
AWARDS The NMMA recognizes select individuals and manufacturers with the annual presentation of awards honoring outstanding contributions to the recreational boating industry. NMMA Hall of Fame Award & NMMA Canada Hall of Fame Award NMMA’s most prestigious recognition, the NMMA Hall of Fame honors individuals who have made or continue to make substantial contributions toward the advancement of the marine industry. NMMA Hall Of Fame Inductee: Kris Carroll, Grady-White NMMA Canada Hall of Fame Inductee: Michael Vollmer, Vollmer Yachts
Minneapolis Boat Show Innovation Awards Aluminum Fishing Boat: Crestliner, Active Performance (AP-X) Hull Fiberglass Fishing Boat: Yar-Craft, 2020 Yar-Craft 219 TFX Pontoon Boat: Avalon & Tahoe, Avalon Waketoon-Surf Series Pontoon Boat—Honorable Mention: Bennington, Bowrider Miami International Boat Show Innovation Awards
Alan J. Freedman Award Honors individuals who, in the course of their careers, have made outstanding contributions to the marine accessories industry through leadership, creativity, and personal motivation. Recipient: Bill Watters, Syntec Industries Charles Chapman Award Honors individuals or groups within the marine industry who have made outstanding contributions to the sport of boating for the benefit of the recreational boating industry and boating public. Recipients: Joe Lewis, Mount Dora Boating Center & Marina and Carl Blackwell, NMMA Innovation Awards The Innovation Awards program honors manufacturers and suppliers who bring new, innovative products for the boating industry to market. IBEX Innovation Awards Boat Care and Maintenance: Sea-Dog Line, Hose Klip Deck Equipment and Hardware: Rupp Marine, Boltless Rod Holder Electrical Systems: Yamaha Motor Corporation, Yamaha Marine Phase Angle Control Charging System Electrical Systems—Honorable Mention: Mechanical Products, Series 53 Battery Disconnect Circuit Breaker Mechanical Systems: Attwood, Sahara Mk2 Automatic Bilge Pump Range OEM Electronics: Veratron, LinkUp Outboard Engines: Yamaha Motor Corporation, Helm Master EX Joystick for Single Engine Applications Propulsion Parts, Propellers: Dometic, Dometic Electric Power Assist
Boat Care and Maintenance: Finsulate Panama, Finsulate Cabin Cruisers: Cutwater Boats, C-32 CB Center Console/Walkaround Fishing Boats: Solace Boats, SOLACE Boats 345 Luxury Center Console Consumer Electronics/Mobile Applications & Software: Maretron LLP, Maretron N2KView Anchoring Consumer Safety Equipment: ACR Electronics, ACR ResQLink View Personal Locator Beacon Cuddy Cabin and Bowrider Boats: Sea Ray Boats, SLX-R 400e Outboard Deck Equipment & Hardware: Chaparral Boats, Infinity Power Step Docking & Fendering Equipment: Golden Boat Lifts, Golden Dock Stabilizer Electric Motor/Battery Powered Propulsion: Correct Craft, Ingenity Electric Drive System Fishing Equipment/Gear and Tackle: GemLux, Coastal Base Inboard Engines: Pleasurecraft Marine Engines, PCM Z Series Engines Mechanical & Electrical Systems: Seakeeper Inc., Seakeeper 1 Outboard Engines: Mercury Marine, Mercury Racing 450R Personal Gear/Soft Goods: Stay Put Systems, Magnetic Coasters Personal Watercraft: Hobie Cat, Mirage Drive 360 Propulsion Equipment & Parts: Sharrow Engineering, Sharrow MX1 Tow Boats: Nautique Boat Company, G23 Paragon Watersport Equipment: International Leisure Products Promarine Division, Pup Plank
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MARINE INDUSTRY CUSTOMER SATISFACTION INDEX (CSI) AWARDS Honors boat and engine manufacturers who actively measure customer satisfaction and pursue continuous improvement to better serve their customers. Award recipients achieved an independently-measured standard of excellence of 90 percent or higher in customer satisfaction over the past program year, based on information provided by customers purchasing a new boat or engine during the period between January 1 - December 31, 2019.
Aluminum Outboard Boats Alumacraft Boat Co. Crestliner Boats Lund Boats SeaArk Tracker Deck Boats Chaparral Boats Inc. Regal Boats Stingray Boats Tahoe Fiberglass Bass Boats Nitro Ranger Fiberglass Outboard Boats Axopar Boats Blackfin Boats Boston Whaler Chaparral Boats Inc. Cobia EdgeWater Power Boats Everglades Boats Formula Boats G3 Glastron Boats Grady-White Boats Monterey Boats Nitro Pathfinder Pursuit Boats Ranger Regal Boats Regulator Marine Robalo Boats Sea Vee Boats Skeeter
Fiberglass Outboard Boats cont'd Sportsman Boats Tahoe Tiara Yachts Triton Inboard Engines Indmar Marine Engines Ilmor Pleasurecraft Engine Group Inboard Express Cruisers Tiara Yachts Inboard Watersports Boats Axis Wake Research Centurion Boats Malibu Boats MasterCraft Nautique Boat Company Skier's Choice Boats, Inc. Moomba Skier's Choice Boats, Inc. - Supra Supreme Boats Tige Boats Jet Boats Yamaha Watercraft Group Outboard Engines Honda Marine Suzuki Tohatsu America Corporation Yamaha
Personal Watercraft Yamaha Watercraft Group Pontoon Boats Avalon Pontoons Barletta Pontoon Boats Bennington Crest Pontoons Cypress Cay Forest River, Inc. G3 Godfrey Pontoons Manitou Pontoon Boats Premier Marine Sun Tracker Sylvan Pontoon Sterndrive Bowrider Boats Chaparral Boats Inc. Chris-Craft Formula Boats Four Winns Boats Monterey Boats Regal Boats Stingray Boats Sterndrive Cuddy & Express Boats Formula Boats Monterey Boats Regal Boats Sterndrive Engines Volvo-Penta
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LOOKING AHEAD STRATEGIC PRIORITIES THROUGH 2023 Solidify NMMA’s proactive political influence at the federal, state and international levels Enhance the reach and impact of Discover Boating to grow the industry Become the data hub for business and consumer trends Enhance the industry’s environmental and safety initiatives and promote corporate social responsibility
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For more information on NMMA programs serving the North American recreational boating industry, visit NMMA. org. @THEREALNMMA /COMPANY/NMMA /THENMMA
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