Using a Fleet Boat as a Marketing Tool

This year, after a four year sabbatical from sailing, I decided to return to the water, and to introduce my new husband to a new sport. We knew that dinghy racing was our main interest, so we set about deciding which class to join. We found the Ottawa sailing home page, and noticed that there were only a few sizable racing fleets on the river. It didn’t take long to choose the 505.

Now we hit a snag—we needed a boat. As relatively recent university graduates with "early career" jobs, finances limited our choice, but we wanted to spend the summer sailing, not rebuilding a relic. Also, we were reluctant to put our money into any boat, not knowing anything about the class, the different hulls and rigs available, and problems to look for in a used boat. I didn’t know if Dave would take to sailing, and I didn’t know if I could handle what I knew was a lively boat. With these reservations in mind, we gently inquired about a few of the boats listed for sale around Ottawa. I think that our interest would quickly have waned, had we not received a reply about Parker 6802.

6802, although listed for sale, was actually available for summer charter. Owned by the Ottawa fleet, its purpose was to introduce sailors to the 505. It was an opportunity that eliminated all our reservations: an inexpensive, risk-free introduction to sailing 505s. We began what turned into the best summer of sailing that I have experienced.

Why market the fleet?

All racers know that one-design racing is the most interesting and exciting. More people interested in 505s, means more boats on the water, and more local one-design racing available.

We can encourage high calibre racers from other fleets, developing racers, and more casual racers join us on the water. All contribute to a strong racing class. At home, the "rock-stars" give club racers something to shoot for, making local racing more exciting and challenging. At larger regattas, they boost the size and calibre of the fleet, and give the fleet exposure among elite racers from other classes. Encouraging developing racers (who may one day take over from the rock-stars) to take up 505 racing will increase the future potential of the fleet. An increase in the number of casual racers in the local fleet means more boats on the start line (perhaps a 505 one-design start) in club races, and more local exposure of 505s.

If we can increase the size, the depth, and the future potential of the fleet, there will be other 505s to race against, both locally and globally for many years to come.

How can we sell 505s?

We can produce glossy brochures and extreme videos. We can stand smiling at the boat-show as anglers and water-skiers wander by. What will really sell 505s is going for a test drive. For an elite sailor who is looking for a new class to race, one ride may be enough. For younger, or less experienced racers, it may take several races, or (like Dave and me) a season of racing to be persuaded to take the plunge and buy a boat. A fleet boat facilitates "setting the hook", especially for the less easily convinced. In Ottawa we regularly see ten boats on the start line on Wednesday evenings. At least two of those crews joined the fleet after becoming hooked on 505s in the Ottawa fleet boat.

Managing a fleet boat

If your fleet decides to buy a fleet boat for marketing the 505, there are several approaches it can take to make it work. The boat could be kept free for interested parties to try out for an evening, or weekend regatta. This approach has the advantage of reaching as many potential 505 buyers as possible. However, many will simply enjoy the ride, and go back to their own classes. Also, the responsibility for maintenance of the boat is unclear, and is likely to rest on one member of the fleet with his or her own boat to look after.

Alternatively, the fleet could focus on a particular crew pair, and make the boat theirs for the season. The fleet can select the crew taking the boat on to ensure that they will take the responsibility seriously, and that they are competent to handle the boat. The crew that takes on this responsibility is likely to be quite serious about getting into 505s, and have great incentive to repair and maintain the boat, as the state of the boat will affect their performance in the next race.

In Ottawa, in the last two years, the fleet has taken this second approach to managing the fleet boat. The crew is expected to maintain the boat, and the cost of this maintenance is the only charge for a summer of racing. With the next race always in mind, repairs are made promptly, and improvements are put into place enthusiastically. Not only is this good practice for owning a boat, allowing the crew to accurately estimate the cost of ongoing maintenance in both time and money, but the boat is kept in top shape, and improved year to year. Although fewer potential 505 owners try the boat, the sailors who take it on for the summer tend to be serious in their interest. In fact, this approach to using the fleet boat has brought two boats in two years into the Ottawa fleet.

Dave and I have had so much fun this summer, that we bought a boat, and anticipate racing 505s for many, many years to come. I know there are enthusiastic racers out there who miss sailing dinghies, and who need just a little kick start to turn them into dedicated 505 sailors. Maybe you too can boost the size of your fleet using a fleet boat as a marketing tool.

Debbie Ashby
CAN 7796, Fleet 4

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