Please select your home edition
Edition
Hall Boom

Countdown to Sydney International Boat Show

by Jeni Bone on 7 Jul 2014
The on-water component will be as spectacular as ever. BIA NSW
Three weeks before the 47th Sydney International Boat Show, marketing and events manager, Domenic Genua updates us with final arrangements, how the two-venue format will work and what exhibitors and visitors to SIBS 2014 can expect.

• How many SIBS have you been involved with now?

My involvement with the show started in 1993. For the BIA I was producing some of the media and PR activities and for other organisations such as 'OMC' I was running the Johnson Outboard Fishing Clinic.

In the early years, I was producing a whole lot of stuff and building stands for almost a dozen different businesses at the show. I joined the BIA in this capacity in 1998 and this will be my 22nd boat show and 17th in this current role.

• How have exhibitors coped with the challenges of two venues?

Mostly, they have coped very well. It goes without saying that after 25 years in one venue, moving to an interim facility will create some issues.

The industry members are mostly realists and know that there is no magic answer for every little issue. We as the show organiser have planned as best as possible and the processes and professionalism shown by the majority of the industry to date has been exceptional.

If this continues throughout move-in and the show, it will be a credit to the industry for being able to adapt to the interim facility for the benefit of the entire industry.


• How long will it take to get from Cockle Bay to Glebe Island by boat, or bus?

FREE ferries will operate non-stop between Darling Harbour and Glebe Island, as will buses from Central Railway Station to Glebe Island.

At the peak, we will have nine ferry movements an hour with vessels having the capacity to hold between 150 and 400 passengers. The travel time will vary depending on the ferry type and capacity. We suggest that for the slowest and largest of vessels, the total time from the commencement of boarding to the last person alighting, should be no longer than 30 minutes.

We envisage that buses will have a similar time for the transfer, but this will obviously change during any transfers that take place during Sydney peak hour traffic.

• How many exhibitors have signed on to date and how many do you anticipate before SIBS?

We will have around 220 exhibitors this year. This number will not increase. The 'house full' sign is basically up. Enquiries for space are welcome, but we are finalising the final elements of the floor plan and very limited opportunities exist.

• Is that up or down on previous years?

This is down as expected by around 10%. Our floor capacity at the interim venue is 3,200m² smaller than the old venue.

• Is the BIA offering any incentives or reductions for this year’s show?

Yes – the BIA has again increased the marketing and communications budget on last year and will strive to deliver a highly qualified audience. Exhibitor space prices have again been held at last year’s rate with no price increases for exhibitors. The BIA board has chosen to absorb the increased costs of running the show and will again run the Association at a deficit to support the event and industry.


• What are some of the major highlights at each venue?

The heroes of the show will always be the exhibitor’s products and services that will be on display. Our efforts to promote the recreational boating lifestyle comes with an underlining message that visiting the boat show will give you the opportunity to learn about these products and buy them to fulfil those lifestyle aspirations. As a boat show that has a policy for only 'new' products, the visitors to the show know that visiting the event will give them the opportunity to see what the latest and greatest in recreational boating is.

• How will you broach the issue of two venues in your marketing/media?

Our media has had to include a second band of messaging. Our lifestyle ads will remain. These will inform and persuade our target audience that visiting the boat show will fulfil those lifestyle aspirations. After 25 years exclusively at Darling Harbour, we have identified the need to complement our lifestyle messaging with messages about how easy it will be getting to the show, and how much fun the process will be.

To do this, we have engaged two boat show ambassadors, Andrew Ettingshausen (ET) and Jessica Watson. Andrew and Jessica have been great and we have completed a series of messages that will be used in the process. Members and industry will be seeing these very soon.

• What are some of the mediums you’re using this year to promote show?

Selecting the right mediums is always challenging. The process always starts with a study of the target audience and what mediums they are consuming at different times during the day. Our campaign will always be set around those findings.

In 2014, our target audience will see, hear and read our show messages on TV, radio, newspapers, magazines, outdoor billboards and on-line. This will all be complemented with a number of strategic activities meant to support the main campaign.

• What is the significance of the Sydney show – what makes it unique and imperative for exhibitors?

The Sydney show started in 1968 with the aim of fulfilling numerous industry objectives. It remains the largest and most significant boat show in the region and is solely focused on assisting the recreational marine industry in Australia grow and prosper.

Turnover at the show, or immediately after it is estimated to be around 22% of the total annual turnover for the NSW industry and over to 10% of the total national turnover.

It is only imperative for exhibitors if the event is part of their marketing program. The boat show is not for everyone, but it is for those organisations who themselves have a number of strategic business growth objectives that they know can be clearly delivered at such an event.

• What market does it cater to/attract (regional, national, global, where from?)

In 2013, the show had 58,901 visitors. Of those, 38,332 were from the Sydney metropolitan area, 12,991 were from country NSW, 5,876 were from interstate and 1,701 were from overseas.

Of those that were not from the Sydney Metropolitan area, 83% said that the boat show was their primary reason for their visit.

• What will be worth waiting for about the new Darling Harbour venue from a BIA perspective?

In 2017 the new venue will be open for business. It will also be the year that the Sydney International Boat Show will be held for the 50th time.

The new venue will be bigger, more modern and have the capacity to allow the show to deliver a greater event and experience for our audience.


• What are some of the other BIA initiatives this year you are working on to attract people to the boating lifestyle?

The BIA is always looking at programs to continue to inform and educate people about the joys of recreational boating.

Our campaign on Channel 7’s Sydney Weekender program will continue throughout the year. The association between the BIA and this program started in 1998 and over the years has been able to deliver very positive messaging about numerous segments within recreational boating.

MyBoatingLife.com.au has gained tremendous momentum in recent times and its national focus helps the BIA show the public that boating has no borders. It remains the focal point for our target audience to either learn about how to get into boating, or to assist existing boaties on making their boating life better.

Our Try Sailing Day that has had great success for almost two decades now will be developed into our Discover Boating Week. Discover Boating Week has been scheduled for the 18 to 26 October. This event will certainly allow numerous industry sectors to participate to showcase the beauty and pleasure of what they do.

www.sydneyboatshow.com.au

Naiad/Oracle SupplierInSunSport - NZBarz Optics - Floaters

Related Articles

Concern for Zika at Rio Olympics is now deadly serious
Alphabet soup is one description that has thus far not been used for either Guanabara Bay, Alphabet soup is one description that has thus far not been used for either Guanabara Bay, or the Rio Olympics. Many others have, and they were apt, but things have changed. So here now we have a situation where one man, Associate Professor Amir Attaran, who does have a more than decent string of letters after his name, is bringing nearly as many facts to bear as references at the article's end
Posted on 12 May
Interview with 'Mr Harken UK' - we speak to Andy Ash-Vie
We spoke to 'Mr Harken UK' Andy Ash-Vie about his early sailing and how he got into the marine industry. We spoke to 'Mr Harken UK' Andy Ash-Vie about his early sailing, how he got into the marine industry, how Harken UK have diversified and what sailing he has planned for 2016.
Posted on 10 May
Zhik - The brand born of a notion, not its history
here is probably every reason that ocean rhymes with notion. Zhik’s tagline is officially marketed as Made For Water There is probably every reason that ocean rhymes with notion. Zhik’s tagline has been officially marketed as Made For Water, and this is precisely what the company has done for the last eight years before the succinct and apt strapline came from out of R&D and into mainstream visibility.
Posted on 8 May
Children of the Internet, Rio and Hong Kong
I have four daughters, the youngest, who in her mid 20's is a true child of the Internet. I have four daughters, the youngest, who in her mid 20's is a true child of the Internet. The kind of conversations I have with her run along these lines.... In the olden days we did not have television until I left school and they had a thing called print magazines, that reported events between two weeks and four months after they happened. And her sceptical response... Hoh! Daddy, Hoh!
Posted on 14 Apr
Volvo Ocean Race appoints stadium racing pioneer as new CEO
Sail-World forecast the appointment of Mark Turner as Volvo Ocean Race CEO a month ago. We profiled Turner at that time. Sail-World forecast the appointment of Mark Turner as Volvo Ocean Race CEO a month ago. We profiled Turner at that time. Today his appointment has been confirmed.
Posted on 31 Mar
Laser creator Ian Bruce passes away (1933 - 2016)
Ian Bruce, driving force behind the Laser dinghy, sadly passed away at his daughter's home on Monday March 21 2016. Ian Bruce, driving force behind the Laser dinghy, sadly passed away at his daughter's home on Monday March 21 2016. His legacy to our sport, Canadian sailing and his beloved Royal St. Lawrence Yacht Club will be praised and honoured for years to come.
Posted on 24 Mar
Pantaenius Insurance - Close is more than deep enough for some.
As the sun finishes its day low behind the Nelson Bay marina, many a soul gathers above the rocks at the weigh station As the sun finishes its day low behind the Nelson Bay marina, many a soul gathers above the rocks at the weigh station. They could be local, from nearby or way farther afield and it is definitely not a sense of the macabre that draws them in. Rather, it is fascination and wonder, because for the sweeping majority, this is as close as they will ever get to Mother Nature’s marvels of the deep.
Posted on 14 Mar
If Zika more damaging then Ebola, should Rio 2016 become London 2016?
185 days before the Rio Olympics, Brazil is reeling under the affects of the Zika virus. 185 days before the Rio Olympics, Brazil is reeling under the affects of the Zika virus. World-wide this virus could cause millions of babies to be born with a life damaging disability, perhaps this could a much bigger threat to global health than the Ebola epidemic that killed more than 11,000 people in Africa.
Posted on 1 Feb
Rio 2016 Olympics - Do new health risks justify re-location?
Olympic athletes in Rio- A little-known virus is putting the Olympics-and possibly their futures-at risk. Ahead is the last vital months leading up to Rio 2016. Athletes have dedicated years of their lives to achieving excellence in the sport of sailing. Yet as these dedicated athletes fight hard to do well in a regatta that (country depending) helps determine Olympic berths, a little-known virus is putting the Olympics-and possibly their futures-at risk.
Posted on 30 Jan
World Sailing – the only way is up - Interview with new CEO Andy Hunt
ISAF decision making over the last decade has been to put it mildly ‘open to criticism'. ISAF decision making over the last decade has been to put it mildly ‘open to criticism'. The decision making processes within ISAF were widely criticized in the run up to the 2012 ISAF elections which installed Carlo Croce and his current executive who promised better things.
Posted on 20 Jan