Dealer Week kicked off Monday evening with a reception at the Tampa Convention Center. A record crowd gathered on the terrace, and attendees shared their reasons for participating in Dealer Week, expressing excitement about the upcoming conference and its learning opportunities.

Matt Gruhn, president of the Marine Retailers Association of the Americas, officially launched the conference earlier in the day, proudly announcing that Dealer Week 2023 marked the largest event in the group’s history, with 780 dealers, more than 1,700 marine professionals in attendance, and the largest number of exhibitors on the show floor. A significant number of attendees are experiencing the event for the first time.

During his introduction, Gruhn focused on the theme of transformation and preparation for the year ahead. Emphasizing the critical role of a dealer’s mindset in navigating the evolving landscape, he encouraged attendees to approach their businesses with intentionality and adopt a strategic mindset for recalibration.

Gruhn stated that MRAA intentionally positioned the following statement at the entrance of the show: “This marks the initial stride toward recalibrating your dealership for 2024.”

Vice president of education Liz Walz took the stage to delve into the concept of recalibration, emphasizing its connection to measurement. She conveyed that the primary measuring tool lies in the industry’s workforce — the individuals investing their time and driving the success of their businesses. Walz also addressed such industry concerns as uncertainty, interest rates, pricing and staffing, and urged attendees to shift their focus from what isn’t working to strategies for driving success, thereby altering their mindset and reframing conversations. Furthermore, she outlined the conference’s intention and goal: to learn, adapt and transform.

Keynote speaker Ryan Estis, co-owner of ImpactEleven, delivered an insightful speech that set the tone for the conference. Drawing parallels with companies that failed to adapt, such as Blockbuster, Estis highlighted how success can lead to complacency. One of his core messages emphasized the importance of leading oneself first, asserting that disrupting one’s own business is essential before the market does it for you. He stressed the need for leaders to maintain the discipline to evolve, take risks, foster continuous growth, step out of comfort zones, and embrace experimental approaches.

He also addressed the evolving customer landscape and the changing business environment, emphasizing the need to prepare for success in the experience economy. “You must prepare to win in the experience economy,” he said. “People do not buy on price; they buy on value and a quality experience. They default to price when the value and quality experience do not exist.”

Estis said customers make purchasing decisions based on value and a quality experience, rather than solely on price. He asserted that people resort to price considerations only when value and a quality experience are lacking.

The primary focus for many business leaders revolves around navigating talent challenges. On this subject, Estis highlighted key points. Leaders should align expectations, foster the development of the whole person by investing in their staff, and lead by example, articulating what they will do to ensure success and outlining expectations for the team to create accountability. Additionally, leaders should reflect on whether they have the right individuals in the appropriate roles.

In concluding his presentation, Estis focused on the importance of building customer relationships, fostering engagement, and creating meaningful customer experiences and community. He underscored the concept of cognitive trust, where the product meets expected form and function, as opposed to affective or emotional trust. Citing research indicating that 94% of purchases are emotional, he emphasized the significance of emotional connections in buying decisions.

The opening ceremonies wrapped up with Walz and Gruhn providing an overview of MRAA’s accomplishments in 2023, along with details on new and expanded programs. They highlighted a seven-week webinar series certification course, now under the guidance of MRAA consultants to optimize benefits. Gruhn further outlined the opportunities offered by Discover Boating to the industry and shared information about MRAA’s enhanced advocacy team. In addition, he introduced AIMIE, an AI tool trained on MRAA’s content for Marine Industry Education, available 24-7 to assist marine businesses.