Sail America Launches Rebate Program for New York/New Jersey SAIL EXPO®

 
Sail America Launches Rebate Program for New York/New Jersey SAIL EXPO®
Show exhibitors have opportunity to earn cash back with marketing efforts

Middletown (RI) February 28, 2003 -- When Sail America launched the New York/New Jersey SAIL EXPO®, a new sailboat show that takes place this September at Liberty Landing Marina in Jersey City (NJ), they also launched a new way to market this show. Exhibitors who individually promote their participation in the show, and in turn draw more people through the show gates, have an opportunity to earn cash back through an innovative rebate program.
"I have yet to see a boatshow fully embrace the power of the exhibitors` marketing potential," said Scot West, Executive Director of show producer Sail America. "We work hard to market our shows, but we wanted to find a way to inspire exhibitors to support those efforts--and to gain direct rewards for the show`s success."
The NY/NJ SAIL EXPO® rebate program, which is wholly unique in the boatshow industry, outlines specific steps exhibitors can take to qualify (see below). The show`s success, and the size of the rebate pool, will be measured by the number of attendees. Sail America has set a conservative baseline of 14,000 attendees. Once attendance exceeds 14,000, the show will split any net gate revenue with all exhibitors who fully participate in the program.
According to West, the potential to exceed the 14,000 attendance level is strong. Sail America runs six sailboat shows throughout the country; Strictly Sail Chicago draws close to 20,000 attendees each year. But the potential for the New York show--which takes place just over a mile from Manhattan`s Battery Park, in a metropolitan region densely populated with sailboat owners and sailors--is high. If you draw a 50-mile circle around the marina you encircle a region with the highest number of registered sailboats in the United States.
If many exhibitors put their marketing muscle behind the program, the rebate pool could grow to a substantial level. A gate that exceeds the baseline attendance by some 10,000 people could produce an estimated rebate pool of $100,000.
The spirit of the rebate program is based on the founding principles of Sail America. The industry association was formed to produce a sailboat show that would enrich the sailing business by investing show proceeds back into the industry, with efforts such as more vigorous programs to promote sailing.
In the early days of Sail America`s inaugural show in Atlantic City (NJ), the organization did issue cash rebates to exhibitors in years when profits were large. But no criterion was determined beforehand, and exhibitors did not have a specific incentive program to follow to ensure the show`s success and earn rewards.
How the program works
To qualify for the rebate program, exhibitors need to participate in three out of the four following marketing efforts.

( Place a NY/NJ SAIL EXPO® banner ad on their Web site homepage.
( Provide customer mailing lists to Sail America for promotional show mailings, or commit to mailing show materials to customers themselves.
( Include an ad logo (provided by Sail America) in print advertisements in qualifying publications.
( Issue a press release to at least two qualifying media outlets to promote their participation in the show.
Sail America will have a person in place to administer the program and track exhibitors` participation. Each step has specific guidelines and deadlines, and exhibitors are encouraged to contact Sail America to obtain details.
"Our hope is that the industry sees this rebate progra