What’s behind the rise of regional boat shows? MDL Marinas reveals its secrets of success
Regional events collectively create a more accessible exhibition ecosystem that complements larger international shows, giving buyers and exhibitors more options throughout the season, says MDL’s Tim Mayer (pictured below). Here he explains why MDL set up its first regional show, how that evolved, what the challenges have been and how its dealers who have reaped the rewards
In an industry dominated by international exhibitions, MDL Marinas took a different approach when we launched our first boat show in 2019 (South Coast Boat Show). Our vision was simple but powerful: create an affordable platform that delivers genuine return on investment for brokers while connecting them with serious buyers rather than casual visitors. This focused strategy has proven remarkably successful.
That said, it’s important to note that our model isn’t about competing with established international exhibitions – rather, it’s about complementing them. The marine industry benefits from a diverse ecosystem of events that serve different purposes and audiences. The prestigious international shows like the Southampton International Boat Show continue to play a vital role in showcasing innovation and raising the industry’s profile.
The thinking behind setting up a regional boat show
The South Coast Boat Show of 2019 wasn’t solely MDL’s concept. It was born through collaboration with dealers who approached us with a specific request: create a more cost-effective show within our marina network. We responded directly to industry needs for an affordable exhibition platform with strong ROI potential.
When we established the show, we identified a clear gap in the market. While prestigious international shows offer tremendous exposure, they come with prohibitive costs that squeeze margins for exhibitors.
Many brokers and marine businesses found themselves investing significant resources into events where potential customers were overwhelmed by the sheer scale, or attending purely for a day out rather than with purchase intent.
Our initial event featured approximately 50 boats displayed on water, creating an environment where serious buyers could engage meaningfully with brokers. By focusing on quality interactions rather than footfall metrics, we created a show that served its core purpose: facilitating boat sales and supporting the wider marine industry.
The evolution of our boat shows reflects our commitment to continuous improvement and responsiveness to industry needs.
Expanding the regional boat show offering
In 2020, despite challenging global circumstances, we expanded our vision by launching the Green Tech Boat Show (based at MDL’s Queen Anne’s Battery, Plymouth) alongside our virtual boat show platform. This digital extension continues today, showcasing exhibitors’ products for those unable to attend in person.
Our journey hasn’t been without challenges. Chief among these has been balancing the economics of hosting a free-entry event while ensuring it attracts qualified prospects, rather than casual visitors. We’ve addressed this through our appointment-based viewing system, which helps brokers identify and prioritise serious buyers.
This targeted approach aligns perfectly with our primary objective: driving sales and supporting marine businesses. While visitor numbers make for attractive headlines, they mean little if they don’t translate into commercial opportunities for our exhibitors.
Significant developments in how bespoke boat shows are run
The online appointment booking system was a significant development in 2021, as was the introduction of land-based exhibitions. This broadened participation to complementary marine businesses while maintaining our focused approach. The Innovation Hub is a dedicated showcase area at the South Coast & Green Tech Boat Show, where visitors can experience the latest advancements in sustainable marine technology through expert presentations, live demonstrations, and interactive displays. Running throughout all three days of the show, the hub serves as the event’s focal point for environmental innovation, featuring industry leaders who present their solutions for reducing maritime carbon footprints while maintaining the enjoyment of boating.
By 2022, it became clear that sustainability was no longer a separate conversation but integral to the future of boating. This recognition led us to combine the Green Tech Boat Show with the South Coast Boat Show into a unified event based at Ocean Village Marina.
The success of this integration demonstrates how rapidly the industry has evolved – just five years ago, electric boats would have been novelties requiring separate showcasing; today, they rightfully stand alongside conventional vessels as viable options for the modern boater.
As we approach our 2025 shows, we’ve expanded to accommodate nearly 100 vessels in the water and up to 40 land-based exhibitors, while maintaining our commitment to quality over quantity. As recently reported, Inspiration Marine’s Hanse 360 sailing yacht will make its show debut at the South Coast & Green Tech Boat Show 2025 this May.
Challenges versus value proposition of smaller shows
Back in 2019, starting a new boat show presented significant challenges. From day one, getting exhibitors to commit early has been difficult, with many waiting until the immediate weeks before the event. Our team conducts year-round outreach to potential exhibitors. The land-side exhibition has been particularly challenging to develop, as many traditional marine accessories vendors prefer high-footfall events where they can sell low-value, high-transaction products. However, we’ve found success by attracting small boat builders to the land side, where vessels under 8-meters can be displayed without being overshadowed by larger craft in the water. For 2025, we expect 10-15 boats on the land side.
For exhibitors, the value proposition has proved compelling. Lower participation costs translate to better returns, while the higher concentration of qualified buyers means sales teams can focus their efforts on prospects with genuine purchase intent. This efficiency is particularly valuable for local and regional brands that may find themselves overshadowed at international events.
Most exhibitors, particularly on the water side, return year after year due to the strong commercial results they experience.
Many report closing sales either during the show itself or soon afterward. The appointment-based system, which provides exhibitors with qualified buyer details in advance, has been widely praised for connecting dealers with serious prospects efficiently.
Attendees of regional boat shows are localised serious buyers
Most buyers attending our shows are UK-based, predominantly from the South West, London, and the Midlands regions. And while our primary audience is domestic, we do see some international visitors seeking a more focused purchasing environment. Tickets are available online, from MDL’s website.
The marine industry’s traditional focus on international shows has overlooked the distinct advantages of smaller, more focused events. Our experience has proven that these more intimate gatherings deliver significant benefits for both exhibitors and attendees. And like us, other marinas have developed their own regional shows. The British Motor Yacht Show at Swanwick Marina is an excellent example for those interested in power boats.
For serious boat buyers, smaller shows offer several advantages: more direct access to dealers and builders, a less overwhelming environment, and the ability to thoroughly explore options in a single day. The relaxed atmosphere fosters relationship building and often leads to more productive negotiations than what’s possible in the bustling environments of larger exhibitions.
Initiatives in the pipeline
As we continue to refine our boat show model, several initiatives are on the horizon.
We’re exploring mechanisms to support new businesses entering the marine sector, potentially through subsidised exhibition opportunities that provide them with a springboard into the industry without requiring significant upfront investment.
Regional collaboration represents another exciting opportunity. We envision partnerships with complementary regional shows to create exhibition packages that deliver better value for participants who wish to maintain presence across multiple events. This approach could potentially extend to international shows if there’s appetite for such cooperation.
What MDL has created is an additional platform that meets specific needs within the market – one that prioritises sales outcomes over visitor numbers and offers a more accessible entry point for businesses of all sizes. This balanced approach serves the industry’s commercial interests while making boating more accessible to serious enthusiasts.
As we look to the future, we remain committed to adapting our boat shows to meet the evolving needs of the marine industry. By maintaining our focus on delivering tangible commercial outcomes rather than chasing attendance figures, we’ll continue to provide a platform that genuinely supports brokers, manufacturers, and marine businesses in connecting with the customers who matter most.
Read the latest news about the South Coast and Green Tech Boat Show.
Limited exhibition space is still available on the land side of the South Coast Boat Show 2025. MDL says it’s particularly well-suited for manufacturers of smaller vessels under 8-metres and marine service providers. Contact Tim Mayer for details.
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