DETROIT, Mich. — From Feb. 1-4, 2025, at Huntington Place, attendees checked out the Detroit Boat Show’s vessels and products, as well as thrilling activations, including a Live Shark Experience, a stingray touch pool and shows performed by Twiggy, the Water Skiing Squirrel.
According to Amanda Wendecker, Vice President of Marketing at the Michigan Boating Industries Association (MBIA), which produces the event, these activations helped attract attendees and media participants, and kept them on the show floor for longer.
The Twiggy and shark activations included bleachers, which encouraged attendees to sit down, take in the sights and refuel for more productive time on the show floor.
For its youngest visitors, the event’s Kid Zone offered a pirate-themed play area, free craft opportunities and the chance to meet and take pictures with an island princess.
“Our exhibitors and Board of Directors encourage show management to bring in creative promotions each year, because they attract consumers to the show and make the Boat Show an event and destination to folks who aren’t necessarily in the market to purchase a boat in a given year,” Wendecker said. “Each year, show management tries to find engaging promotions to add to the experience of attending the Boat Show.
“The Live Shark Encounter, and stingray exhibit, as well as Twiggy the Water Skiing Squirrel, have been popular attractions for the show in years past and we decided to bring them all to the show this year to engage our consumers and provide entertainment for consumers throughout the entirety of the show.”
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This dedication to activations seems to have paid off — Wendecker shared that attendees usually lined up nearly an hour before a Twiggy performance to get a good seat.
On top of driving engagement, many of these activations helped further the MBIA’s mission to educate the boating industry and protect Michigan’s water resources.
In scheduled shows, a trained diver jumped into the shark tank to provide a humor-packed educational presentation to attendees.
Inspired by the tragic drowning of Chuck Best, who, with his wife Lou Ann Best, created the first Twiggy performances, Twiggy demonstrates safe boating practices: he wears a small life jacket and a boating safety message is incorporated into every show. Also, Twiggy is the “spokes-animal” for the National Safe Boating Council’s Safe Boating Campaign and was recognized with its Silver Schooner Award in 2024.
Additionally, the show’s Aquatic Invasive Species booth gave attendees free t-shirts while spreading the word about how to combat this threat.
Activation Best Practices
The Detroit Boat Show’s pre-event marketing communications and website spotlighted its experiences to draw in attendees.
Wendecker explained that dedicated crews build up and take down these activations to avoid any delays or issues. Throughout its history, the show’s team has worked with both a hired agency and used its own staff for activations, which Wendecker calls a “careful balance.”
“Adding activations and promotions to a show can add value and entertainment to consumers that make attending events more attractive year after year,” Wendecker explained. “Activations can be costly but should provide value through earned media and bringing consumers into the event.”
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