Boat Asia adds value

Boat Asia 2006, an event organised by Suntec Integrated Media (SIM), returned in April for its 14th exhibition, breaking previous records in terms of visitor numbers, exhibitors and the number of boats on show in Singapore. About 7,000 visitors participated in the show, a 16 per cent increase on last year, out of which 967 were trade visitors, a 15 per cent increase over the same period. There were 120 exhibitors from 19 countries, while trade visitors came from 31 countries. Running for the third consecutive year at Sentosa Cove from April 20 to 23, the new innovations at Boat Asia 2006 included an internet-booking system, available three weeks prior to the show for buyers to view a directory of the yachts on display, together with a menu of viewing times and a brief questionnaire. Users were able to apply online for an appointment with the various boat exhibitors and an email was sent to the exhibitor with the applicant's profile. Exhibitors were then able to confirm, accept, decline or amend the appointment directly with the registered visitor. SIM director Roel van Leeuwen says: "The book-a-boat-viewing system, while allowing more members of the public access to view boat displays, also effectively screened them so that dealers could identify the more serious inquiries." Wide variety This year's show showcased a wider range of yachts — from large to small, expensive to low end, powerboats and sailing boats — and the latest in marine equipment and accessories. SIM is witnessing a growing market of buyers from Singapore, Malaysia and Indonesia. Van Leeuwen attributes the growth in the industry to the Asian economic recovery and the greater availability of waterfront properties, in particular in Singapore. "Synergies in the local boating scene are gradually coming together. The Singapore government has announced its vision to transform the republic into a leading recreational boating hub for the region," says van Leeuwen. "The Maritime Port Authority will review and streamline requirements for pleasurecraft licenses and the Marina Barrage, currently under construction, will create a haven for pleasure-sailing and water sports." With special berths for 10 mega-yachts at Sentosa Cove, the Boat Asia show was able to attract more yachts over 100 feet. The availability of real pontoons made a noticeable improvement from the show's first year in Sentosa Cove in 2004, drawing more visitors, while families could stroll around the marina. Networking event Boat Asia Exclusive Night, a business networking gala dinner at The Fullerton Singapore's ballroom, provided a unique business-networking opportunity for the international boating community. SIM, in partnership with Adkom Media Group, publisher of Asia-Pacific Boating and China Boating, staged the Christofle Asia Boating Awards that evening. The awards covered 14 categories such as Best Asian Mega- Yacht Builder (100-feet plus), Best Asian Yacht Builder (under 100 feet), Best Mega-Yacht (100-feet plus), and Best Asian Marina. The first Christofle Asia Boating Awards was organised in 2005 at the China International Boat Show, but SIM managed to convince Adkom Media to stage the awards ceremony at Boat Asia's Exclusive Night to an audience of 350 comprising exhibitors, key sponsors and clients and the readers of The Peak and Asia-Pacific Boating. The Fullerton Hotel was chosen because it offers great sea views, which tied in with the nautical theme of Exclusive Night 2006. Guests enjoyed fine dining, award-winning wines, boat rides and jazz music. SIM is aiming to increase the number of Boat Asia visitors and exhibitors by 15 per cent and 10 per cent respectively with its intended move to Marina Bay next year. The new Raffles Quay MRT station will be ready by then and will provide direct access for visitors to attend the show from April 19 to 22. Ideal location "It is an ideal location because we need more space for our tents and it is always better to put the boats in a more prominent location, right in the heart of town, to win the hearts of the people by giving them a taste of nautical living. "We will be able to use the entire bay area for all kinds of water activities, such as wakeboarding, canoeing and jet-skiing," says van Leeuwen. By 2008, Boat Asia is looking to move to a more permanent spot, Theatres on the Bay, a 10,000 sqm floating platform next to the Esplanade. SIM will be introducing three new boat shows next year. In Thailand, the inaugural Boat Thai will be launched a week after Boat Asia in April 2007, allowing exhibitors time to sail their boats to Thailand from Singapore. Two more shows will be launched in mainland China and Hong Kong in October and November respectively. SIM will be marketing the four shows under a collective branding, The Asian Boat Show Collection. VERDICT ALESSANDRO DIOMEDI, FERRETTI GROUP Ferretti Group Asia Pacific managing director Alessandro Diomedi has been an exhibitor at Boat Asia since its inception. Ferretti has an office in Singapore. "We met a good number of potential buyers. Some we were already in contact with and some were old clients who wanted to upgrade. Some were newcomers, which was a good surprise," he says. Diomedi was pleased with the networking events, especially the Boat Asia Exclusive Night. "That was good as it is such an important part of our business. We are selling a passion, a dream, a feeling. "It's more than just a product and only by being close to our clients can this be communicated. The Exclusive Night was well organised and a real luxury experience." Kit Chotithamaporn, managing director of Kingfisher Marine, the exclusive distributor for Horizon Yachts and the largest Taiwanese luxury yacht builder, says: "The market looks even more promising now with so many things planned for Singapore. The obvious one is the major development of Sentosa Cove with multimilliondollar homes on the waterfront and a new marina right in the middle of it. These homeowners are already boat owners or potential owners."