Boating in the U.S.


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Presentation at the 2011 NASBLA Annual Conference by Dustan McCoy, Chairman and Chief Executive Officer, Brunswick Corporation.

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  • It appears the overall retail powerboats market has found its bottom during 2010. This is after steep declines since 2004, down 55% from 2004 – 2009. Although some segments continue to struggle, others are seeing growth. These include pontoons and aluminum fish. We will discuss factors contributing to the growth in pontoons throughout the day.
  • Although retail sales declined drastically until recently, participation in boating remained strong and returned to historic levels in 2010. This is consistent with the increased retail sales in certain segments during the 2010 and 2011 ‘retail’ season. Boating is a passionate industry, there will always be people looking to get onto the water regardless of economic conditions.
  • Boating in the U.S.

    1. 1. Boating in the United States – Common Issues 52 nd Annual Meeting of National Association of State Boating Law Administrators September 2011 Dustan McCoy Chairman and Chief Executive Officer Brunswick Corporation
    2. 2. Accomplishing Your Mission – Recreational Boating Safety September 2011 Fatalities / 100,000 Boats
    3. 3. September 2011 1965 -1991 Average 400,000 1992 -2006 Average 309,000 ’ 04-’10 -55% Last 5 Years 2006 291,900 2007 267,300 2008 203,000 2009 153,550 2010 139,000 Significant Decline in Demand Bottomed in 2010 U.S. Industry Retail Powerboats (1965 – 2010)
    4. 4. Total Recreational Boats In Use September 2011
    5. 5. Boat Owner Demographics by Boat Type – Any Powerboat September 2011
    6. 6. September 2011 Average Age of Boats in Use * All Boats includes Outboard, Sterndrive, and Inboard (excludes jet and other forms of propulsion) <ul><li>The average age of boats has increased by 5 years since 1997 </li></ul><ul><ul><li>Increase is due to higher mix of older boats as industry sales declined from the 70s & 80s. Also reflects people holding on to their boats longer (lower scrappage) through the economic downturn </li></ul></ul>
    7. 7. September 2011 No. of adults boating (in millions) % of adults boating Source: NMMA 2010 Reflects Highest Level of Participation Since 2000 U.S. Boating Participation History (1990 – 2010)
    8. 8. Recreational Boating Participation - 2010 September 2011 Past boating participants and people who do not boat total about 200 million people in the U.S.
    9. 9. Reasons Past Participants Have Not Boated in Past 12 Months September 2011 More than 50% of reasons are non-monetary Don't know anyone who owns a boat 32.4% Reduced income 22.6% Time constraints 17.3% Higher cost of living 17.1% Sold my boat 16.2% No longer participate in boating-related activities 16.0% Don't/no longer live near water 14.7% Health reasons 14.2% Lost interest 12.1% Unemployed 11.5% Lost my boating partner (friend) 11.4% Change in work circumstances 11.1% Cost of fuel for boat 10.5%
    10. 10. Non - Participants Consideration of Boating September 2011 Have you ever considered going recreational boating?
    11. 11. Reasons Why Some Do Not Consider Boating September 2011 Why have you not considered going recreational boating? 75% of reasons are non-monetary No interest 64.9% Don't know anyone who owns a boat 39.9% Don't participate water-based recreational activities 39.6% Afraid of the water 30.7% Health reasons 30.1% Did not boat as a child 25.5% Time constraints 24.6% Cost of boat maintenance 21.0% Don't live near water 18.5% Other reasons 8.7% Cost of fuel 6.0% Cost of boating 0.0%
    12. 12. Boating Participation – Exposure to Boating as a Child Drives Adult Participation September 2011 Childhood Boating Experience Current Participant Non - Participant
    13. 13. Boat Owner Demographics by Boat Type – 2010 Any Powerboat September 2011
    14. 14. Key Take Aways <ul><li>New boat sales are at historical lows </li></ul><ul><li>Boats in use have started to decline after a 15 year up cycle </li></ul><ul><li>Powerboat owner’s average age is increasing </li></ul><ul><li>Age of boats is increasing </li></ul><ul><li>But – participation is up and growing </li></ul><ul><li>Opportunity to convert 200 million people to boating participation </li></ul><ul><li>Focus – </li></ul><ul><ul><li>Attracting younger people </li></ul></ul><ul><ul><li>Remove reasons not to participate </li></ul></ul><ul><ul><li>All races and ethnic backgrounds </li></ul></ul>September 2011
    15. 15. Achieving Industry Focus <ul><li>We all must work together to make boating easy and safe </li></ul><ul><li>Safe boating </li></ul><ul><ul><li>2010 – accidents, injuries and deaths were down versus 2009 </li></ul></ul><ul><ul><li>Accident factors </li></ul></ul><ul><ul><ul><li>Operator inattention </li></ul></ul></ul><ul><ul><ul><li>Improper lookout </li></ul></ul></ul><ul><ul><ul><li>Operator inexperience </li></ul></ul></ul><ul><ul><ul><li>Excessive speed </li></ul></ul></ul><ul><ul><ul><li>alcohol </li></ul></ul></ul>September 2011
    16. 16. Achieving Safety <ul><li>Boating is inherently safe </li></ul><ul><li>Education a key safety accelerator </li></ul><ul><li>Value of boating safety education </li></ul><ul><ul><li>9% of deaths occur when education occurred </li></ul></ul><ul><ul><li>6% of deaths occur when NASBLA approved course provided involved </li></ul></ul><ul><li>All of us in the industry must continue to focus on education </li></ul>September 2011
    17. 17. September 2011