Sanctuary Cove Means Big Business

12:37 AM Wed 19 Nov 2008 GMT

'Now that we have your attention . . . like to buy a boat?' .

SCIBS is worth more than AUD$310m to the Gold Coast region, according to a major Griffith University study.

Griffith's Centre for Tourism, Sport and Service Innovation conducted a study of the Show to evaluate the marketing and direct economic impact through patron, exhibitor and supplier surveys plus the Boat Show team's assessment.

Of exhibitors surveyed, total orders and sales topped $A276 million, a sizeable portion of the economic impact. Key findings included very high overall satisfaction figures with patrons rating their satisfaction 8.9 out of 10 and high exhibitor satisfaction with a rating of 5.5. out of 7.

'More than 80 per cent of patrons were emphatic about recommending the Boat Show to friends or colleagues. The study found the majority of patrons (54 per cent) had previously visited the event,' said Griffith University's Project Team Leader Professor Bill Merrilees.

Next February, just three months before SCIBS, Sanctuary Cove will host an international swimwear fashion extravaganza, to be known as 'Swim Fashion Week'. Running from February 25-28 at the Hyatt Regency hotel and run by IMG, the show promises to be the southern hemisphere equivalent to Miami Fashion Week.

Boat brands would be wise to get onboard now for some 'beyond the square' marketing opportunities!

More at www.imghospitality.com.au

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