Inspiring Talks, Presentations Open RV Show

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Tuesday

After a good dose of inspiration and motivation during breakfast, the dealers, manufacturers and suppliers in the recreational vehicle industry opened their annual show today (Nov. 30) in Louisville, Ky., the Goshen (Ind.) News reported.

As the crowd flowed into the Kentucky Exposition Center, old friends hugged, shook hands and greeted each other with “how ya been?” Gathering together with others in the industry was soothing after two years of tough sales. But, as speaker after speaker noted, times are getting better and RV shipments are up by 43% this year over 2009.

In big white letters on a green highway sign, the show’s theme, “A new era begins,” hung above the stage and seemed to reflect the interest in the show.

Floor space for the show is up 27% over last year. And after the breakfast, the five rows of supplier booths on the floor of Freedom Hall were busy with browsers.

“An old axiom is the best predictor of the future is the past. If that is the case, then we have every reason to look forward to a bright future,” said Gregg Fore, Recreation Vehicle Industry Association (RVIA) board chairman.

Fore was referring to how the RV industry has rebounded after each recession.

Richard Coon, RVIA president, told the crowd something they all had seen in their bottom lines – that the industry has had a huge decline since 2008 because of the recession and the continuing slow economy.

“We have been fighting for two years to get out of this hole, and we are almost there,” he said.

Citing research done for the RVIA, Conn said he expects RV wholesale shipments will climb to 236,700 by the end of the year, which will be a 43% gain over 2009. And the industry’s marketing forecast predicts shipments will reach 246,000 in 2011.

To help dealers draw customers to meet those numbers, the Go RVing Coalition will spend $11 million in 2011 on advertising.”Even in a down economy, ads can still penetrate,” LaBella said.

In the coming year, the RVIA will market RVs during top television shows and will crosspromote on the Food Channel, Food Channel magazine and Food Channel Intenet site to have hosts promote the RV lifestyle. Ads will appear across the television spectrum, from sporting events to travel shows.

Marketing is also going to social media sites. The RVIA has topped 10,000 fans on Facebook and website hits have doubled, according to RVIA officials.

“Dealers like you and me will have to build on the awareness GoRving creates,” said Tom Stinnett, co-chairman of the RVIA’s marketing committee.

LaBella and B.J. Thompson, public relations committee chairman, pointed out that the Internet is where most consumers begin searching for an RV. They suggested dealers and manufacturers pay special attention to the information they offer about their products.

“With consumers dramatically increasing the research they do before making purchases large and small, the brand with the better information will win,” LaBella said.

The show’s kickoff was not all serious marketing talk. The crowd also enjoyed an inspiring musical performance by Patrick Henry Hughes, who was born blind and with limited movement of his limbs, but has accomplished much. He will graduate from the Univeristy of Louisveille in December with a 3.89 grade point average. After a Hughes stirring rendition of “America the Beautiful” made famous by Ray Charles, the crowd stood and gave him an ovation.

Ending the show with laughter was Terry Bradshaw, broadcaster and Hall of Fame NFL quarterback. Bradshaw has bought into the RV lifestyle, literally. He is on the board of Evergreen RV in Middlebury and uses his fifth-wheel trailer to attend horse shows across the country with his daughter.

Bradshaw spit out a stream of one-liners that livened up the room.

“You know you’re old when Larry King offers to help you across the road,” Bradshaw quipped.

And he said football is a simple game for quarterbacks, “You just throw it to the guy who is open.”

And, “Ladies and gentlemen, I made a living by putting my hands on another man’s but,.” Bradshaw said while laughing at himself.

But Bradshaw said that despite his accomplishments in sports and broadcasting, he values family the most and suggested those in attendance hug someone that day. He said he knows the RV industry has had its ups and downs and everyone has problems, but he pointed to Hughes’ vocal performance and his piano playing and his educational accomplishments and asked rhetorically, ” I am upset about what?”