Can Southampton International Boat Show survive? Earle Stanner sets out the plan
Earle Stanner, British Marine’s CEO
There’s been a lot of chatter at industry events and online about the future of Southampton International Boat Show (SIBS). The cost, the location, and the exhibitor mix are three prime examples of the wider debate – all leading to the bigger question of whether SIBS can survive the current economy. Several boat builders have declared they’re not attending the September show; some are still hedging their bets; others are 100 per cent behind the event.
MIN sits down with Earle Stanner, the new CEO of show organiser British Marine, to discuss his vision for SIBS.
Stanner on SIBS: “We are where we are”
Stanner, who started his role in April 2026, is refreshingly blunt.
“We don’t run a Fortune 500 company. We don’t run a hospital,” he says. “There isn’t really a lot that I can’t, or won’t, say.
“We are where we are. And we all know where we’re trying to get to.”
One of his key words is transparency. This means he’s happy to reflect on wider industry discussion around SIBS, noting that British Marine (who organises the south coast-based annual show) recognises the challenges facing the market, and changing exhibitor behaviour as a consequence of the market. That reflects a tougher trading environment, he says.
“We’ve got to be realistic and say that this is not the market that it was two years ago. You’ll see people going off and trying different things.
“Adversity drives innovation and that’s what they’re trying to do.”
Both Ancasta and Clipper Marine are (individually) hosting private, appointment-led yacht events this autumn, reflecting a wider shift towards curated, high-intent buying experiences in the sector.
“I don’t see that as an existential threat to the boat show,” says Stanner. “I see it as people trying different things. If that works brilliantly, then we’ll have to adapt.
“What that does is make us work harder to show that there is a hugely positive return on investment from being at SIBS,” he says. “It’s a great show. It’s a great platform.”
Many of the industry’s biggest names continue to back Southampton. British Marine says more than 200 brands had committed to the 2026 show by April, including Oyster, Fairline, Swan, Azimut, Sealine and Princess. That figure has since grown to more than 400 confirmed brands.
Market pressure changing exhibitor behaviour
Changing market conditions have made it even more important for SIBS to demonstrate value for exhibitors, says Stanner. For example, offering marina discounts to support exhibitors – the marina build cost is often cited in wider industry conversations as a major factor driving up the price of exhibiting.
“At last year’s show there was a perception from a number of exhibitors that the current format wasn’t working. It is expensive because we have to put in that full marina every year. It’s a phenomenal undertaking, so it’s not going to be cheap.
“We recognised this year that the industry was struggling, so we offered discounts on the marina because we’re only as healthy as the industry. We are all in this together.
“We’ve challenged every cost in the show. We’re trying to keep it as relatively inexpensive as we can to exhibit because we understand what’s going on in the market.”
SIBS must prove its return on investment
British Marine’s focus is now on increasing the return on investment for exhibitors and reinforcing SIBS’ position.
“We are the premier boat show in the UK. We have the best access to the UK market, and that’s what we’re selling. My view is that we look at how we increase the return on investment so that it feels like a no-brainer to come to the show, the same way it has for people for tens of years.”
Mayflower Park remains the home of the show
Southampton International Boat Show is now set to remain at Mayflower Park for the foreseeable future after what could be called 2026’s worst-kept secret – the mooted move to another site.
After a detailed review of a potential move to Ocean Village, Stanner says moving SIBS to the MDL Marina proved not viable.
“For a number of reasons, logistical and some cost elements as well, we haven’t been able to make it work,” Stanner admits, adding that he is grateful for all MDL’s support with the review.
This means Mayflower Park will remain “the right place for the future of the show, for now.”
Cost reviews underway as British Marine looks ahead
The focus is now on improving the existing show format while controlling exhibitor costs.
“We shared this [remaining at Mayflower] with the exhibitor advisory group last week, and the view was: ‘now we know where we are, we go back to building and make what we’ve got even better’,” he says.
Sponsorship revenues on par with 2025
Currently, SIBS 2026 sponsorship revenues are tracking closely with 2025. Discussions are ongoing with more potential sponsors. Stanner acknowledges that the sponsorship environment is challenging but says the team is creating opportunities to open discussions with larger partners, including potential headline sponsors.
“We are almost exactly in line with where we were last year, with potential sponsors that we’re still talking to at the moment. We could actually exceed last year,” he says.
Bringing more serious buyers to Southampton
While watersports and wider participation elements of SIBS contribute to the overall show, Stanner enthuses about opportunities to review how the event develops in the future.
“We have so many different aspects to the show, and every one of them contributes to the whole.”
In terms of delivering for boatbuilders, he notes that the need to attract more serious boat buyers to the show is being looked at. The issue has been raised through the exhibitor advisory group, with the SIBS team now working on proposals to improve buyer engagement.
“We want to make sure everybody comes in and has a great day because, for the future of the industry, we need new people coming through.
“We also have to respond to the fact that times are tough right now. What can we do to drive the best trade through that show?”
The next chapter for Southampton International Boat Show
Stanner says British Marine is trying to inject further excitement into the show while maintaining the focus on bringing in “the right type of buyers for the brokers and dealers that are trying to sell boats.
“Do we think we can change things around for the future to make it a little bit better? Yes, we do. That’s the point of these exhibitor advisory group meetings. If people aren’t happy with something, bring it to us and, if we can fix it, we will.”
He loves the feel and the vibe of the extra areas, so he’s not looking to change the show makeup in the future, as removing elements could affect financial viability. “If you were to take one away, the show is less financially viable, which either means you put prices up or you have to cut costs somewhere else, which is not something we want to do,” he says.
“But the first thing we’ll do is deliver the next show because that’s just around the corner.
“After that it’s about how we build the show at Mayflower Park and make it the best experience possible going forward.”
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