NAUTICAL EXTRAVAGANZA
6/7/2007 10:16:08 AM by Kaya Baez
SKY VANTAGE: This aerial view of the Marine SuperShow proves that Haulover Park & Marina is the perfect location for an event that flaunts everything on, in and around the water.
The Marine SuperShow was one of the most anticipated industry events of the year. So how did all the hype pan out? Let’s just say there’s a reason it was called the SuperShow.
It’s a typical lazy Sunday afternoon and Justin Goodman is sitting at home listening to the radio and flipping through TV stations. Suddenly he hears the voice of his favorite host on 790 AM The Ticket doing a live SeaDoo PWC giveaway from The SuperShow at Haulover Park & Marina powered by Wave and WaveLife.com. A half-hour drive could do him some good, he thinks to himself. He hops into his SUV and heads over to the venue to sign up for the contest before it’s too late.
Listening to 790 AM the whole way, he arrives and parks, making his way toward the entrance gates, not knowing exactly what to expect. He’s immersed in sunlight, the cool sea breeze a welcomed addition to the experience. But just as he turns the corner to enter, he sees it. A red carpet. He has never walked on one, never really even had the opportunity to. He isn’t dressed for this, he isn’t ready. He looks up and sees a photographer walking up to him to guide him across, asking him to stop and pose midway through, snapping his photo and getting his name. Almost instantly, Goodman is thrust into stardom. “I felt like a celebrity for the first time in my life,” says Goodman. “I even started to act like one a little when I was talking to some of the exhibitors and patrons. I don’t know what it was, but something about that grand entrance elevated my perspective of things a little. I didn’t win the PWC, but I did win the experience of a lifetime.”
Goodman’s Marine SuperShow experience was typical. More than 7,800 patrons throughout the weekend enjoyed custom motorcycles, a $60,000 boat giveaway, feather-wielding Bahamian Junkanoo performers, a dueling piano duo dressed in formal garb, extreme golf carts, bikini runway showcases that flaunted bikinis that adorned the body of Victoria Secret’s Gisele and live performances by a world-famous waterskiing squirrel. “The Marine SuperShow literally brings the diverse topics we cover in the magazine — from cruising to nautical apparel to waterfront living and world-class seafood — to life in the iconic style that has come to define us,” says Jorge Arauz, Wave’s Editor-in-Chief. “It’s truly the only event of its kind in the world — and we treat everyone like a VIP.”
The largest-ever show at the venue was held during the hottest weekend of the year (literally) and flaunted fun by land and sea, all on the 180-acre site ideally located between South Florida’s two largest metropolitan counties and a stone’s throw from Palm Beach and The Keys. “The Marine SuperShow at Haulover Park & Marina is a unique water event at an incredible regional waterfront park,” says Miami-Dade District 4 Commissioner Sally A. Heyman. “The wonderful environment and climate add to the attraction of water events like the Marine SuperShow. We look for this to be an annual event, growing in patronage and enjoyment.”
COOL CROWD: With Budweiser and Red Bull on hand to quench the crowd, patrons took advantage of the Marine SuperShow’s myriad experiences.
Aside from support by local government officials, veteran industry show producers, such as Dale Robbins, Sr., president of Expo Management & Boating Expositions, Inc. took notice. “In my twenty-five years of show management I have had the opportunity to attend, work and manage boat shows all across North America and Europe,” says Robbins. “When I attended the recently completed Marine SuperShow in South Florida, I immediately sensed that this is the better mouse trap the marine industry has been trying to find for years,” says Robbins. “The SuperShow concept allows for the standard display of all the marine-related products out there while opening the event up to other products, goods and services that will complement the industry. The arts, food, family activities and entertainment component will soon become a major draw that will set the Marine SuperShow apart from shows currently being produced throughout the country. While many shows have tried pieces of these activities as ‘add-ons’, no one has — until now — successfully implemented them as major ingredients of their show.”
Robbins says the beauty of the concept is that it can be taken and tooled for almost any major market in the country. “It appeals to a variety of freshwater markets because of the boats, engines and accessories on display. The arts, food, family activities and entertainment can be tweaked to address the interests of attendees anywhere,” he says. “Once leaving Florida, the list is limited in only how fast the concept can be replicated and put in place in other major markets. For too many years the focus has been to get buyers to the show, to get them sold and move on to the next show. Unfortunately, this rush to sell fiberglass in the ‘80s and ‘90s led to many disgruntled boat owners who simply didn’t know what to do with their new boat — the Marine SuperShow concept combined with Wave’s editorial coverage of everything there is to enjoy on, in and around the water changes all of that.”
Robbins goes on to envision an ideal situation whereby the Marine SuperShow idea is transferred to other areas across the country. “A freshwater version of the Marine SuperShow in the Orlando area would feature houseboats, pontoons, bass fishing, medium-sized cruisers and ski boats…the food segment becomes catfish, crawfish, alligator and hush puppies. The entertainment becomes a world-class ski show and panels of featured bass experts from around the country. Some things can stay the same — a swimwear fashion show works anywhere, as does Twiggy.”
RUNWAY FLAUNT: This model is adorned with one of the latest looks from ANK Swimwear by Mirla Sabino.
But as great as Robbins’ ideas are, they can’t become a reality without effective marketing, an art that the producers of the Marine SuperShow say they have mastered. During the weeks and days leading up to the Marine SuperShow, scores of media outlets including newspapers, magazines, websites, radio and television programs promoted the event to the masses, resulting in a favorable turnout of diverse people from every walk of life — from prominent CEOs to newborns. “I saw the ads everywhere,” says Jessica Ali. “On the radio, in the newspaper, on TV — I felt like if I didn’t attend, I’d be missing out!”
And she was right. The Marine SuperShow was the first nautical show in South Florida’s history to integrate all aspects of the marine lifestyle and everything that comes along with it — on and off land. In addition to yacht, boat and PWC displays and test-drivable extreme golf carts, the Marine SuperShow featured two giveaways: the aforementioned PWC giveaway by 790 AM, and an on-air $60,000, 24-foot Angler boat giveaway by Paul and Young Ron of BIG 105.9 FM, the duo who graced Wave’s May cover. As part of the promotion, hundreds of keys were given away to listeners who tried their luck at starting the boat during the Marine SuperShow. Ironically, after hours of waiting in the blistering sun for hundreds of participants to each pick out their own key, the first attempt turned the engine, and everyone’s jaw fell to the ground.
“The guy that won just smiled,” says Liz Cambronero, who witnessed the whole thing from her comfy vantage point under the Red Bull VIP tent nearby. “What else could he do? I mean, not only was he lucky enough to get a key out of the hundreds of thousands of people that tried to get one, but he managed to be the first one in line, arriving on-site hours before the giveaway began so he could have first dibs at reaching in for the key.”
ENDLESS EXPERIENCES: The Red Bull VIP tent was strategically located in the heart of the Marine SuperShow with easy access to the stage, the food and the in-water and on-land displays.
Keeping the crowd pumped were dueling pianists Ivan Borak and Leelan Taylor live on stage, luxury RVs and yacht tours, a shaded and well-breezed Red Bull VIP tent and a Budweiser and Bud Light area, equipped with white, lounge-style sofas and tables. Additionally, Zephyrhills and Gatorade were on-hand to hydrate guests as they weaved their way through heaping plates of seafood by Cuisine Works, technology demos, in-water displays, bikini fashion shows by Mirla Sabino for ANK Swimwear and virtual tours of the hottest waterfront property offerings around the world. “The piano duo really added a sense of class to the whole thing — as did the white leather lounge furniture outside and the big yachts on the water,” says Joel Lars, who attended the show throughout the weekend. “Competing boat shows are really going to have to keep up with Wave’s innovative approach to modernizing the concept of boat shows.”
With summer boating season just around the corner, boat dealers offered generous discounts. The deals at the Marine SuperShow from the more than 400 boats from 50 brands represented rivaled even the biggest boat shows around the nation. Those in the market for a new boat or to upgrade left happy, many of them with keys to a brand-new water toy. “The Marine SuperShow was per capita the best boat show we’ve ever been involved with,” says Charlie Schiffer of Sea Hunter Boats. “The guys and gals and Wave can count on my participation next year — I had fun and sold boats. You just can’t beat that!”
RV LUXE: More than 20,000 square feet of luxury RVs from RV sales of Broward graced the grassy area behind the stage and VIP area.
Luxury and fun were the themes of the weekend, as the Marine SuperShow had something for the whole family — and for every budget. The whole family could peruse through the vacation home offerings from La Amada Residences in Cancun. For dad, there were “Big Boy Toys” like custom-made extreme golf carts, yachts and Budweiser beer; for mom there were orchids, margaritas and enough art to fill every room in the house 100 times over. For the kids, The Miami Herald’s Kids’ Fun Zone featured huge inflatables, slides and live performances by world-famous Twiggy, The Waterskiing Squirrel throughout the weekend with exclusive “paw” signings by the squirrel at the end of each gig. “The SuperShow was a total entertainment experience for the whole family,” says Alex Gullen, who brought his family to the event. “My kids frolicked on the waterslides in the Kids’ Fun Zone, my wife bought some orchids and art for the house and I’m definitely considering investing in one of those cool golf carts displayed at the show.”
SQUIRREL PATROL: Twiggy The WaterSkiing Squirrel taught children and adults alike the rules of water safety while she showed off some fierce waterskiing techniques.
Twiggy has performed for the Queen of England and has appeared on several shows including The Late Show with David Letterman. She even made a cameo in the movie Anchor Man. “When I saw that adorable little rodent waterskiing around that pool, I just couldn’t keep in my delight,” says Greta Gordon, an octogenarian who brought her two grandchildren to see the squirrel do her thing. “It was absolutely one of the most memorable times I’ve had with my grandchildren and I’ll cherish that magical few moments for the rest of my life — that squirrel made me feel like I was 20 again!”
In the end, the Marine SuperShow attracted thousands of water enthusiasts and connoisseurs from around the world to an event that revitalized the marine industry and changed the way boat shows are produced. “Just like everything with Wave’s name on it, the Marine SuperShow is first-class,” says Rodney Barreto, Chairman of the Florida Fish & Wildlife Conservation Commission.
BIG TOYS: Aside from an impressive collection of custom-made Extreme Golf Carts and in-water and on-land displays, the Marine SuperShow culminated with a $60,000 Angler boat giveaway by 105.9 FM and Bob Hewes Boats.
And next year’s show promises to be even better with a $10 million expansion project recently scheduled at Haulover Marina. The renovation will add 150 boat slips to the dock as well as four piers. The 16-month project will provide other extensive improvements to the facility, including the installation of lighting throughout the marina, in the parking lot and along the walkways; construction of new driveways and parking areas; construction of an ADA-accessible dock with ramp; and all necessary work to complete construction including dredging, excavation and utilities. “With the number of boaters in South Florida, there’s an ever-increasing need for boat slips,” says Vivian Donnell Rodriguez, director of Miami-Dade Parks & Recreation. “Haulover Marina is always at capacity and this addition will be a welcomed addition for the many patrons of the marina.”
Plans for next year’s Marine SuperShow, scheduled for April 25-27, are already underway, and combined with the site’s makeover, is expected to surpass the success of this year’s show. Go to WaveLife.com to find out how to get involved or how to exhibit your products and services to water lovers the world over. “We’ve got a lot of new things up our sleeves for next year’s show,” says Arauz. “We’re all about outdoing ourselves and the SuperShow is no exception.”
Be on the lookout for new locations and venues throughout the country as Wave and Expo Management & Boating Expositions, Inc. solidifies expansion plans. Final words? Robbins has a few. “The Marine SuperShow concept can — and will — work, simply put, because it brings families back to boating. And, it does so, in an atmosphere that will remind them of the fun and enjoyment that only the boating lifestyle can provide.”
SHOW HOURS
FRIDAY 4/25: NOON-8PM
SATURDAY 4/26: 10AM-8PM