53 rd Fort Lauderdale International Boat Show Media Breakfast October 25, 2012 PRESENTATION OF THE LONG TERM STRATEGY PLAN.

53rd Fort Lauderdale International Boat ShowMedia Breakfast • October 25, 2012

PRESENTATION OF THE LONG TERM STRATEGY PLAN

53 Years of Growth: 1959 – 2012A History of Expansion & Enhancement

NUMBER OF LOCATIONSIn 1959, only the War Memorial Auditorium; 6 prime locations today.

SIZE & NUMBER OF BOATSIn 1968, largest boat was 53’; today it is 296’.

EXHIBITORS ON DISPLAYIn 1975 there were 103; today there are more than 1,000.

“EVERYTHING MARINE EXPERIENCE” Today, the show features every product for the marine lifestyle, plus seminars, entertainment and more.

Our Unique Positioning Today

The world's largest in-water boat show

The world's largest boat show in square footage: 3 million square feet of exhibit space The one truly international show in the U.S. covering all segments

What will FLIBS look likeover the next decade?

Our Vision for the Future

To be the world's showcase of the boating and marine lifestyle where interested

people gather once a year to see what is new, connect with each other

and celebrate the boating lifestyle.

Our Mission

To be the best worldwide platform to educate, inform, inspire, entertain

and transact commerce for the marine industry.

1Our Top Five Priorities

Remain the largest boat show in the world, with all major marine industry

suppliers represented.

2Our Top Five Priorities

Inform and educate consumers and industry in the latest products, technology, regulations,

facilities and how to do business worldwide.

3Our Top Five Priorities

Inform worldwide audiences about FLIBS and what it offers them.

4Our Top Five Priorities

Measurably improve the satisfaction (and fun) of consumers, community and exhibitors each year.

5Our Top Five Priorities

Annually measure the show's economic impact.

Our Methodology for Creating Long-term Strategy

Collaboration between Show Management and MIASF.

Established base-line trends using historical FLIBS and NMMA data.

Reviewed exhibitor and consumer post-show surveys.

Conducted 30 open-ended individual interviews across various marine industry segments.

FLIBS' Strengths:

The size of the show and product diversity make it the international meeting place for the industry.

The show is well run: logistics are strong but can be improved; experienced staff; investment in equipment and infrastructure.

Powerful brand & reputation; long history; attracts high concentration of qualified buyers.

What They Told US

FLIBS' Strengths:

Fort Lauderdale is a great location.

Accessibility to airports, hotels, tenders

Right time of year

“You have to be there.”

What They Told US

FLIBS' Opportunities for Improvement:

Helping people get around the world’s largest in-water boat show

Smooth experience for VIP customers

Additional dining options

What They Told US

FLIBS’ Opportunities for Improvement:

Affordability for all size exhibitors Expanded focus on attracting visitors from all major international markets Guest services Depth limits for super yachts

What They Told US

Seven Strategies & Associated Tactics

for Achieving Our Priorities

Improve the layout; upgrade its look, feel and professionalism.

Make sure each product category is well represented.

Strategy 1

Strategy 1 Layout & Look

Tactics for 2012 & Beyond

Create villages or themed areas by type.

Give each village or theme a unique look based on product type.

Enhance seminar area, restaurants, VIP meeting areas.

Strategy 1 Layout & LookNew in 2012

Attractive main show entrance Enhancements to SYBASS and Trawler Port areas

Sport Fishing Village & Performance Village

Village flags with logos and colors

Additional greeters; upgraded staff dress code

Strategy 1 Layout & Look

Beyond 2012 Research Cruiser Village and others

Reconfigure show layout accordingly; move accessory exhibitors adjacent to Villages.

Continue identifying opportunities for enhancement.

Improve navigation within the show.

Strategy 2

Strategy 2 Navigation

Tactics for 2012 & BeyondContinue to:Enhance signageShow new Villages & amenities on all maps, in program, website, app Enhance training and positioning of Greeters Develop features of MyBoatShow app

Strategy 3

Improve exhibitor and consumer logistics.

Strategy 3 Exhibitor & Consumer Logistics

2012 & Beyond Expedite movement for exhibitors during set-up/tear down.

Track transit wait times.

Improve bus resources.

Create VIP transportation systems, valet and entrances.

Increase emphasis on water transportation.

Create special transportation and parking maps.

Strategy 4

Expand marketing to interested marine suppliers and affect their interest in attending.

Strategy 4 Marketing to the Industry

2012 & Beyond Create a campaign to attract missing marine suppliers: Work with exhibitors to determine how they measure ROI

from the show. Analyze historical exhibitor turnover. Evaluate declines in product categories such as smaller boats and create strategies to bring them back to the show.

Additional Tactics: 2012 & Beyond

Enhanced communication:

Create a "new products" communication tool for the show.

Communicate all enhancements to exhibitors.

Strategy 4 Marketing to the Industry

Strategy 4 Marketing to the Industry

Additional Tactics: 2012 & Beyond

International outreach: Build database of international boat owners &

captains. Build global alliances (governments, marine

associations) and excitement about FLIBS in:

Asia Australia Brazil Canada China Europe India Mexico Russia South/Central America

Strategy 5

Make the show more fun.

Strategy 5 Make the Show More Fun

2012 & Beyondflyover, fireworks, surprise entertainment!

Re-theme major cocktail barges and add smaller ones. Expand food & beverage offerings.Evaluate official signature concert. Schedule daily entertainment to delight attendees.

Strategy 6

Increase the number and awareness of educational programs (seminars, clinics).

Strategy 6 Educational Programs

2012 & Beyond Appoint an educational director. Broaden seminar appeal with new topics. Publish a comprehensive guide to seminars and clinics.

Strategy 7

Improve B-2-B at the show.

Strategy 7 B-2-B at the Show

2012 & Beyond Survey exhibitors and continually seek ways to meet their needs. Investigate possibilities for new B-2-B events during the show. Create a complete event tracking system, both inside and outside the show.

Through collaboration among the MIASF, exhibitors, attendees and Show Management, we continue to make FLIBS the greatest boat show in the world.

Presentation available atpressroom.showmanagement.com