MMTA Newsletter November 2003
PRESIDENT'S MESSAGE
I think the old adage “Perception is Truth” is of great significance to us in the recreational boating industry. Whether we agree with the preconceived notions that people have about our industry makes little difference—if they believe it, it’s true! This can be a good or bad thing. Obviously we want to encourage the good and do what we can to change or modify the perceptions that are bad.
There are three specific misguided perceptions about the boating industry that we should strive to correct if we are to grow and prosper as an industry. The first negative perception is that of the non-boater that perceives boating to be too expensive and too difficult. The second negative perception is that of our boating customer that feels boating has become too much of a hassle; and the last is that of the government official or regulator that perceives boating as a elitist group, with extra money on their hands, unfairly monopolizing the public trust waters.
We can help allay the first misconception held by many, by promoting boating “lifestyle” and introducing the public to boating at an early age. We should be promoting entry level boating - fishing, kayaking, canoeing, small boats, chartering - and getting people out onto the water when they are developing their recreational habits. Not many skiers pick up the sport in their forties and neither do boaters. To grow our industry we have to get the kids involved.
The second group of people - our own customers that perceive boating as too much of a hassle - we need to work hard with them to regain their trust and enthusiasm. We need to constantly remind ourselves that we are in the hospitality business and that our customers can leave us for the golf course at any time. Good service is a matter of good communications and treating our customers as we would like to be treated. It’s a shame that we sometimes work so much harder to get a new than to retain a current one. We need to train ourselves in better customer service skills and we need to deliver on our promises.
The third group - the elected official or regulator that perceives boaters and boating in a negative light - need to be educated. We have to wear our conservationist and environmentalist hats proudly. We have to continue to extol the benefits of the public/private partnership that allows our marinas and boatyards to provide access to the fantastic resource that is the waters of the Commonwealth of Massachusetts . We provide a very important recreational function while introducing thousands to the joys of the boating lifestyle. Our customers become guardians and stewards of the waters. We provide 27,000 full and part-time jobs and account for $1.7 billion in combined spending attributable to the recreational boating industry. We need to get the word out to our local congressmen and representatives before they repeat some of the mistakes of the past.
While there is no denying that “Perception is Truth” , we have the opportunity to change these bad perceptions and, if we want recreational boating to be around for the next generation - we must change them!
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