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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.
  • Transcript

    • 1. SUMMERSAILSTICE: June 21-22, 2014 A Tool to Grow Your Business and Sailing “Sail locally. Celebrate globally.”
    • 2. Yet – Endless Enthusiasm What’s going on? “Sail locally. Celebrate globally.”
    • 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. There’s Nothing We Can Do About It Except Show the fun so sailing becomes a priority!
    • 5. The difference between growing tennis and sailing. “Sail locally. Celebrate globally.”
    • 6. Sailing
    • 7. How Do We Do Something Together When We’re All So Incredibly Different? Hint: Traditions Build Communities “Sail locally. Celebrate globally.”
    • 8. How do you create a tradition? Thanksgiving – 400 years “Sail locally. Celebrate globally.”
    • 9. How do you create a tradition? Christmas – 2000 Years “Sail locally. Celebrate globally.”
    • 10. How do you create a tradition? Celebrating Sailing - 14 years “Sail locally. Celebrate globally.”
    • 11. Uniting behind a brand: A global partnership of competing banks “Sail locally. Celebrate globally.”
    • 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. So What and How Do I Use Summer Sailstice? “Sail locally. Celebrate globally.”
    • 14. You Are Macy’s! (Or McDonalds) “Sail locally. Celebrate globally.”
    • 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. So What, Specifically, Should I do? Sell Sailstice ads in your June issue - Events Sell! “Sail locally. Celebrate globally.”
    • 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. Post an event on the Summer Sailstice Site “Sail locally. Celebrate globally.”
    • 19. Connect! Sailstice is Social - Connect with sailors, the oceans, the public “Sail locally. Celebrate globally.”
    • 20. Offer a Prize To Summer Sailstice Participants “Sail locally. Celebrate globally.”
    • 21. Use The Summer Sailstice Tools to Create An Event: “Sail locally. Celebrate globally.”
    • 22. Utilize Materials “Sail locally. Celebrate globally.”
    • 23. Sailing Network Support • Tagging of ads • Event tie-ins • Press mentions • E-letter mentions • Social media mentions • In kind donations of prizes
    • 24. Sailing Takes Time and Money People need to want to sail. (Come on aboard – it’s fun!)
    • 25. Summer Sailstice: Showcase Diversity of Sailing
    • 26. Working together we have leverage!
    • 27. Invite to a ‘Happening’ What event do you want to attend?
    • 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. 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. 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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