Publications

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  • Question – how do you grow your customer’s business in a declining market?Since 1997:Fishing down 32%Hunting Down 43%Camping Down 12%June is great outdoor month.
  • There are hundreds of great sailing education programs. What’s going on?It’s a changing world – internet, two-income families, reduced access, declining middle class, aging population, demographic shifts.We can’t change any of those things – all we an do is make sailing fantastic1% for the planet – what if everyone contributed to sailing?
  • What can we change? It’s a changing world – internet, two-income families, reduced access, declining middle class, aging population, demographic shifts.We can’t change any of those things – all we an do is make sailing fantastic1% for the planet – what if everyone contributed to sailing?
  • What can we change? It’s a changing world – internet, two-income families, reduced access, declining middle class, aging population, demographic shifts.We can’t change any of those things – all we an do is make sailing fantastic1% for the planet – what if everyone contributed to sailing?
  • To get non-sailing media interested we need critical mass.
  • America’s Cup compare to World CupCreate - you are Macy’s, have your parade!MacGregor 26. Melges 24 Summer Sailstice regattaCan’t fix everyone’s personal issues – time and money. We can attempt to make it easier, less time-consuming, less expensive but in the end we need people who are going to love sailing so much – as much as you and I that they want to spend their time and money doing it. They need to want to make sailing a priority – we can only make it fun and desirable. Attract people who want to sail around the world, race, relax, charter but make real time and money commitments. – don’t think we can make the money and time commitment that people might squeeze it into life – they need to want to do it w/their friends and familynot about safety or ease of sailing it’s going to have to be really fun.
  • Compare sailing to skiing – when you get to a ski area it’s busy, fun, active. Often marinas are quiet w/one lonely sailor.
  • Publications

    1. 1. SUMMERSAILSTICE: June 21-22, 2014 A Tool to Grow Your Business and Sailing “Sail locally. Celebrate globally.”
    2. 2. Yet – Endless Enthusiasm What’s going on? “Sail locally. Celebrate globally.”
    3. 3. Participation is not growing           Competition from other activities Economy / Expense Time-starved audience Aging population Digital World Two-income families Reduced waterfront access Declining Middle Class Elitist Perception Fragmented participants “Sail locally. Celebrate globally.”
    4. 4. There’s Nothing We Can Do About It Except Show the fun so sailing becomes a priority!
    5. 5. The difference between growing tennis and sailing. “Sail locally. Celebrate globally.”
    6. 6. Sailing
    7. 7. How Do We Do Something Together When We’re All So Incredibly Different? Hint: Traditions Build Communities “Sail locally. Celebrate globally.”
    8. 8. How do you create a tradition? Thanksgiving – 400 years “Sail locally. Celebrate globally.”
    9. 9. How do you create a tradition? Christmas – 2000 Years “Sail locally. Celebrate globally.”
    10. 10. How do you create a tradition? Celebrating Sailing - 14 years “Sail locally. Celebrate globally.”
    11. 11. Uniting behind a brand: A global partnership of competing banks “Sail locally. Celebrate globally.”
    12. 12. About Summer Sailstice…  The global sailing celebration held annually on the weekend closest to the summer solstice.  Launched in June 2001 with consistent growth over 13 years.  Summer Sailstice encompasses a worldwide community of sailors from racers to cruisers, locally and worldwide.  All 50 states, 40+ countries, 4900 boats  30,000 sailors (on e-list)  100,000 site visits
    13. 13. So What and How Do I Use Summer Sailstice? “Sail locally. Celebrate globally.”
    14. 14. You Are Macy’s! (Or McDonalds) “Sail locally. Celebrate globally.”
    15. 15. Sample Summer Sailstice Events Mark Twain Sailing Club, Missouri Clipper Cove, San Francisco Bay Branched Oak YC, Nebraska Shanghai B & YC Shanghai, China Torresen Marine, Muskegon, MI Deep Creek YC, Long Island, NY Spring Point YC, Virginia Lake Delta YC, Rome NY
    16. 16. So What, Specifically, Should I do? Sell Sailstice ads in your June issue - Events Sell! “Sail locally. Celebrate globally.”
    17. 17. What Else? - - Run a Summer Sailstice story Create a Summer Sailstice event on the website Offer a Summer Sailstice prize (readers or advertisers) Organize - encourage Participation from: Dealers Community Sailing Yacht Clubs Class Associations Send press release to non-sailing media Use the tools on the Summer Sailstice Site Sign up and go sailing! Only all of us together can do it. “Sail locally. Celebrate globally.”
    18. 18. Post an event on the Summer Sailstice Site “Sail locally. Celebrate globally.”
    19. 19. Connect! Sailstice is Social - Connect with sailors, the oceans, the public “Sail locally. Celebrate globally.”
    20. 20. Offer a Prize To Summer Sailstice Participants “Sail locally. Celebrate globally.”
    21. 21. Use The Summer Sailstice Tools to Create An Event: “Sail locally. Celebrate globally.”
    22. 22. Utilize Materials “Sail locally. Celebrate globally.”
    23. 23. Sailing Network Support • Tagging of ads • Event tie-ins • Press mentions • E-letter mentions • Social media mentions • In kind donations of prizes
    24. 24. Sailing Takes Time and Money People need to want to sail. (Come on aboard – it’s fun!)
    25. 25. Summer Sailstice: Showcase Diversity of Sailing
    26. 26. Working together we have leverage!
    27. 27. Invite to a ‘Happening’ What event do you want to attend?
    28. 28. Summer Sailstice and You : GOAL: Unite your diverse readership to get the “whole world” sailing on the summer solstice – June 21 & 22, 2014.
    29. 29. Picture Success – these are your owners sailing, your readers, your club members – it’s the whole world sailing. Traditions don’t start themselves “Sail locally. Celebrate globally.”
    30. 30. What’s Next?  Just Do It! Add to calendar, post to website, contribute prize, etc.  Sponsor – Contact:  john@summersailstice.com  415-412-6961

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