The Singapore Yacht Show

The inaugural Singapore Yacht Show in April was unanimously proclaimed a great ...

The Singapore Yacht Show

May 19, 2011

Written by Mike Smith

The inaugural Singapore Yacht Show in April was unanimously proclaimed a great success by all those who participated. The future of the yachting market is now focused on Asia and Singapore is leading the charge. The release this week of the official Post Show Report and the calendar dates for the 2012 edition marks the launch of the next edition of the Singapore Yacht Show.

Over 4,000 VIPs, UHNWI visitors, exhibitors, yachting industry leaders, sponsors and media representatives participated in this year’s “preview” event. Some first class contacts were made and many serious deals were signed, taking the industry by surprise.

The Singapore Yacht Show Logo

The inaugural Singapore Yacht Show opened to an enthusiastic reception and seriously impressed exhibitors, industry
experts and international press alike with its wealth of first-class visitors and business opportunities.

Launched just three months earlier, the Show recorded more than four thousand top-level attendees over the course of
three days. The excellent turnout and the exceptionally positive response from the exhibitors underlined the tremendous
potential for the large yacht business in South-East Asia and the region’s ambitions to become the “third destination” for
the global cruising fleet.

The Singapore Superyacht Show

The format of the new Singapore Yacht Show has proved to be the ideal platform for showcasing yachts to potential buyers and testing the regional appetite for the luxury yachting lifestyle. A spectacular setting at the One° 15 Marina Club and an excellent turnout of yachts, exhibitors and highly-qualified visitors provided a perfect combination for what has already been hailed as the new “must-attend” event for the international Superyacht industry in Asia.
The show provided top-quality business and networking opportunities for exhibitors interested in this fast-developing new market, and we are delighted with the positive response received from some of the biggest players in the industry.

Some excellent social events and a highly successful third edition of the Asia Superyacht Conference, complemented the show and offered industry heavyweights from all over the world a full three days to build first class client contacts and business partnership, underlining the show’s importance and growth potential in years to come.

I would like to thank all those who participated and supported the show, making it such a successful launch event. I would
also like to express my grateful appreciation to our sponsoring partners, the Singapore Tourism Board, Sentosa Cove, One°
15 Marina Club, Bank Julius Baer, BMW and Capella Hotels Singapore.

With a successful launch show now behind us, it’s full steam ahead for the 2012 edition of the Singapore Yacht Show.

Post Show Snapshot:

• Over 4,000 participants
• Over 1400sqm of exhibition space
• 93% of exhibitors said they would return next year

With a full year to market the event this year, planning for a much larger and more dynamic Singapore Yacht Show 2012 has begun and the show will run from the 27th to 29th April 2012, again at the stunning ONE°15 Marina Club in Sentosa Cove.

“Our team has been really buoyed by the success of the 2011 Singapore Yacht Show. We are building the event as a genuine Asian marketing hub for the large yacht industry in the years to come, and the 2011 event was a preview of our plans for incorporation of the wider international yachting community and lifestyle,” said Andy Treadwell, Managing Director of organisers, Informa Yacht Group. “We are confident that the industry supports our concept and our belief in the huge potential in the South East Asian region, and will work with us to make 2012 an outstanding show.

The Singapore Yacht Show

This is quite simply the best yacht show we have ever been to. The number of seriously interested people was quite staggering, and I must admit, totally unexpected. We had seven brokers here and they were all completely flat out from start to finish. We have over 100 qualified leads and several deals under negotiation – it’s incredible for a first-time show!

Bart Kimman, Managing Director, Northrop & Johnson Asia The inaugural Singapore Yacht Show totally exceeded our expectations. We were very impressed, not only by the number of visitors who attended the show, but also the diversity and quality. This rare combination provided us with many good leads and potential sales for not only our Superyachts but also for our Charter Division.” Paul Whelan, General Manager, Simpson Marine.

Exhibitor statistics

Exhibition Summary

Total Space Occupied 1434 sqm

Number of Exhibitors 51

Number of Yachts 12

Exhibitor Profile
• Shipyards
• Yacht Brokers and
Charter Brokers
• Electronic and
Computer Equipment
• Entertainment Systems
• Equipment Supplies
• Financial Services and
Insurance Companies
• Furniture and
• Harbours and Marinas
• Naval Architects
• Maritime Consulting
and Management
• Press and Media
• Satellite
• Transport
• Yacht Clubs
• Yacht Classification
and Certification
• Yacht Project
• Luxury Product
Europe 20%
Middle East 8%
South East Asia 70%
Americas 2%

An award-winning marina, ONE°15 Marina Club is amongst the few marinas in Asia equipped with full facilities to cater to megayachts of more than 200 feet within its shelter of natural, deep water. It promises to be an unprecedented lifestyle destination with a modern clubhouse including a spa, a private hotel with luxurious suite rooms as well as dining outlets for your relaxation upon arrival at your destination.

At Asia’s finest marina club, you can finally focus on business because you can count on our experienced service staff to take care of you, your family and your guests. Proud Venue Host of Singapore Yacht Show 2011 Best Asian Marina/Yacht Club, Asia Boating Awards 2009

We are very excited and pleased to be here. I think the Singapore Yacht Show has been very thoughtfully organised for an inaugural show and I can’t wait to come back next year.

Jeff Partin, Sales Broker at Fraser Yachts, Florida, Jade Yacht’s flagship Jade 95
83% of visitors intend to visit the next edition of Singapore Yacht Show

Visitor statistics
Visitor Summary
Total Attendance
Personnel from Exhibiting Companies

Brands on Display
• Azimut
• Ferretti
• Jade Yachts
• Majesty Yachts
• Aegean Yachts
• Palmer Johnson
• San Lorenzo
• Icon Yachts
• Norseman
• Broward
• Prout Catamarans
• Dominator Yachts
• BMW and M Cars
• Sea Spirit
• Mega Marine
• Cypress Systems

Official Gala Dinner
Friday 8 April, 2011, Capella Singapore
The Official Singapore Yacht Show Gala Dinner was a highly glamorous affair for the show’s participants to network with industry colleagues and meet prospective clients, as well as enjoy the ambience and atmosphere of the evening. The pinnacle of the social events accompanying the 2011 Singapore Yacht Show, the Gala Dinner was an opportunity for the region’s elite, including Superyacht Owners, sponsors and exhibitors, to celebrate the glamour, the luxury and everything the yachting lifestyle has to offer.

Held on Friday 8th April at the exclusive, world-renowned Capella
Hotel, over 230 guests were greeted with Pommery Champagne and
Remy Martin Cognac on arrival, and given the chance to view up close
the Rolls-Royce motor car on display.

Throughout the sumptuous five-course meal with matching wines,
guests mingled discussing the highlights of the first day of the inaugural
Singapore Yacht Show. A highly popular jazz band played throughout
the evening, and a troupe of dramatically dynamic drummers
entertained the crowd with vivid colour, enthralling precision, and a lot
of noise!

A wonderful gathering of friends, peers and colleagues, the evening
was a phenomenal success, and the last guests departed well after
midnight, delighted with the party and highly enthusiastic about the
show’s potential in the years to come.

Official Sponsor: Official Spirit:
Rolls-Royce Motor Cars Singapore
Champagne Partner: Wine Partners:

More than four thousand highly qualified attendees enjoyed a three-day
presentation of the luxury yachting lifestyle at the first edition of the
Singapore Yacht Show; Asia’s first dedicated superyacht show.
The excellent turnout and the exceptionally positive response from
the exhibitors underlined the tremendous potential for the large yacht
business in South-East Asia and the region’s ambitions to become the
“third destination” for the global cruising fleet, said organisers Informa
Yacht Group (IYG). By the end of the show, at Sentosa Cove’s ONEº15
Marina Club, excited exhibitors reported that a number of multi-million
dollar deals were subsequently under negotiation.

Asia’s elite rubbed shoulders with more than 50 superyacht builders,
brokers and suppliers at the highly successful preview event. Exhibitors
welcomed the new Singapore Yacht Show as a perfect platform to
promote and develop the industry in Asia.

United Arab Emirates superyacht builder, Gulf Craft, also had great
success with their Majesty brand, and undertook sea trials in the days
following the show for several buyers. “We were extremely happy with
the results for Gulf Craft and the Majesty brand at the Singapore Yacht
Show. We have had great interest, strong leads and will be taking the
yachts out for sea trialling after the show. We are looking forward to
seeing the show grow,” explained Sales Director of Gulf Craft, Mr Notis

Russell Morris, Sales and Marketing Director for US builder Palmer
Johnson, was equally as impressed: “We were unfortunately not able
to bring one of our boats down here at such short notice, but we most
certainly will next year, and we still had a lot of high-quality visitors to
our stand leading to some exceptional enquiries,” he said.

Show Story
“It is an excellent achievement for the first show. With all the interest
I expect to see the show grow immediately bigger and attract many
more superyachts next year,” said Philippe Chettou, Director of Phuketbased
Alpha Superyachts. The company has both a motor yacht and a
sailing yacht available for charter around the South-East Asia region and
he foresees a great potential in this area: “The cruising grounds here are
fantastic, and we are working with our partners to promote this region
as the next superyacht lifestyle destination. Owners are a little tired
of the Mediterranean and Caribbean, and I’m sure the wonderful Asian
smile and service will attract significant numbers of the superyacht
community to this region in the very near future.”

More than just yachts, the Singapore Yacht Show was about all that the
yachting lifestyle has to offer. Lippo Realty sold a multi-million dollar
waterside apartment located in the ONE°15 Marina precinct and BMW’s
deals on their sports range, M Car, and 5 and 7 series were well received
by the high net worth individuals visiting the show.

The show’s diverse social programme provided the final element to the
successful event. After an official opening by Senior Minister of State for
Trade and Industry, Mr S Iswaran, visitors and exhibitors alike convened
to the Capella Hotel for a glamorous and entertaining Gala Dinner
supported by Rolls-Royce Motor Cars Singapore and Remy Martin.
With a change of pace, Saturday evening was buzzing with numerous
parties on board the yachts, giving VIP visitors the opportunity to fully
experience owning a superyacht.

The show closed on Sunday in high spirits as the region had really
demonstrated its appetite for the world of luxury yachting and the
potential for doing business here. Andy Treadwell, IYG’s Managing
Director said, “The tremendous feedback we have received from the
exhibitors, the genuine interest from the visitors and the number of
serious buyers that attended has been extremely encouraging. I think
all our exhibitors have confirmed their intention to return for next year’s

He added: “All the team, including our partners, sponsors and exhibitors
have worked hard and collaboratively to make this a successful show
for all. Furthermore, it is the foundation of Singapore’s future and
leadership in driving the superyacht industry in this fantastic region. We
are already working towards 2012 and we have great plans for a show to
really impress!”

Marketing Activities
Media Overview
• S$ 205,970 worth of print adverts
• S$ 1,030,262 magazine Editorial value worldwide
• S$ 840,485 worth of Newspaper Coverage
• Online coverage in 54 industry web portals with 218 articles published
• Over 25,000 visitors on the website in a six month campaign between
November 2010 and May 2011

Media Partners:
• Asia Pacific Boating
• China Boating
• Elite Traveller Superyacht
• Luxury –
• Latitude
• Boote Exclusive China
• Boote Exclusive
• China Boating
• Baccarat
• Boat Exclusive
• Millionaire Asia Singapore
• Millionaire Asia Malaysia
• Helm
• Property Asia
• World of Boats and Yachts
• Casino Resorts World
• Yachting Matters
• Yacht Style
• Superyacht TV
Media Attending the event:
• Strait Times
• Business Times
• Peak Singapore
• Peak Malaysia
• Peak Indonesia
• Tatler Singapore
• Tatler Shanghai
• Channel 5 News
• Channel News Asia
• 938 Live
• Bloomberg
• CEI Asia
• International Herald Tribune
• The Business Times
• Vertu Magazine
• Asia City Media Group
• Singapore Tatler
• NTUC Media
• Edipresse
• Russian Singapore (PYCCKNN)
• Hurun Report
• Designare Homme
• My paper
• Lianhe Zaobao
• Berita Harian
This is the primary medium through which the event was promoted.
The website attracted over 25,000 visitors in a six month period.
Online Advertising

The SYS marketing team worked closely with leading industry web
portals from across the globe to reach subscribers and visitors
through web advertising and targeted email campaigns. SYS
received online coverage in 54 industry web portals with over 218
articles published.

Press / media relations
Total Value: S$ 3,493,088
The Singapore Yacht Show employed one of the leading and most
recognised PR agencies in the region to cover the event. Activities
• Media gathering held in February to announce the event
• Press Conference held in the first week of April to officially
launch the event
• Exclusive interviews and features before and during the event
• Weekly press releases issued to regional and international
Direct Mail
As part of the marketing campaign, all relevant international and
regional audiences were mailed up-to-date event information on
Exhibitors, Partners, Sponsors, Partners and News.
All printed literature for the event carries the sponsor’s logo in
a prominent location. For the show we distributed the following
collaterals throughout the course of the marketing campaign:
• Official Invitation
SYS visitor invitations and personalised access passes were mailed
to selected guests internationally and regionally who were invited
to attend the show. Invitations were also distributed to Partners,
Sponsors, Exhibitors and Media Partners.
• Onsite Show Catalogue
The official show catalogue was distributed at the event to all
participating exhibitors and visitors, selected media, leading
decision makers and other outlets likely to promote the event. The
catalogue comprises all show details, including write-ups about
Exhibitors, Partners and Sponsors and a calendar of events.

Outdoor Media
Lamp post banners for Singapore Yacht Show were placed on some
of the major junctions across Singapore a month prior to the event.
They were displayed on:
• Battery Road
• Chulia Street
• Malacca Street
• Phillip Street
• Market Street
• Pickering Street

The third Asia Superyacht Conference set a clear
mandate to all superyacht industry players in the Asia-
Pacific region to collaborate and work together to
enhance and market the premier superyacht destination
in the world.

Over 150 delegates from 35 countries were unanimous in the belief that the Asia-Pacific
region has some of the most exotic, yet largely untapped, cruising grounds in the world;
and also that the region has massive potential to attract new customers into superyacht
ownership and charter, as well as create a high-quality superyacht construction and refit

Running alongside the Singapore Yacht Show, the conference provided an unmissable
opportunity for new and existing industry players in Asia to not only enhance their market
contacts and knowledge but also enjoy a high quality Superyacht show and get to see
firsthand some of the region’s finest yachts.

A Resounding Success
A must attend event for Asian
superyacht players and those
who wish to penetrate the Asia
Pacific market.
Tork Buckley, Senior Consultant,
Big Blue Consulting Ltd
This event was even better than
last year!
Cilian Budarlaigh, Director,
Indo Yacht Support
A very useful forum to gain insight into
the Asia Pacific region and the potential
for the Superyacht industry.
Richard Lambert, Managing Director,
Ocean Style
Key topics covered:
• An analysis of superyacht ownership in Asia including key statistics on ownership by country, type and usage
• Educating and encouraging new customers into the superyacht market and an assessment of ultra high net
worth individuals in Asia
• The Middle East and South East Asia – developing an interlinked Superyacht industry
• An assessment of the latest regulatory and legal issues affecting Superyacht operation in Asia and beyond
• Collaboration in Asia and promoting Asia as a world leading superyacht destination
• An analysis of global piracy trends and the impact on the superyacht industry in Asia
• Assessing the improving superyacht facilities and the Seychelles as a superyacht destination
• An overview of infrastructure and developments in China and Hong Kong
• Creating alternative superyacht cruising destinations in South East Asia
• Assessing Asia as an emerging superyacht building location
• An overview of the key charter locations, yachts and issues in Asia
• An overview of future opportunities for the Superyacht industry in India

Situated on Sentosa Island, Singapore’s prime leisure district, ONE°15 Marina Club is a part of an emerging trend of hip and upscale luxury neighbourhoods, positioned to become one of the world’s most well-integrated waterfront lifestyle

Evoking the glamour and elegance of
Monte Carlo, ONE°15 Marina Club offers
world-class marina facilities and is
furbished with a comprehensive range of
luxurious private club amenities catering to
both boaters and non-boaters alike.
ONE°15 Marina Club promises to be an
unprecedented lifestyle destination with
a well-appointed clubhouse featuring
modern facilities including a designer
infinity pool, well-equipped fitness centre/
gymnasium, members’ lounge, modern
spa, waterfront bistro offering international
cuisine, Chinese restaurant, tennis courts,
as well as 28 luxurious rooms with scenic
views of the hill or marina.

For members seeking an escapade to a
paradise of sun, sea and sand, swanky
boathouses and yachts with four
bedrooms, a complete suite of amenities
and outdoor barbecue areas are available
for charter from the club. Alternatively,
superyachts, ideal for hosting private
parties and cruises to nearby islands are
available for charter from ONE°15 Luxury
Yachting, a subsidiary of ONE°15 Marina

With its recently completed Phase 3 of
the marina pontoons, a brand new marina
section consisting of 66 berths, the
Club is positioning itself to be the home
of megayachts from all over the region.
ONE°15 Marina Club has an entrance of 40
metres useable width (50 metres minus
low water apron) and a 5.6-metre datum
depth. It is amongst the few marinas in
Asia with full facilities to accommodate
megayachts of up to 200 feet within its
shelter of natural, deep water.

Since its inauguration in 2007, ONE°15
Marina Club has won several international
accolades including Best Asian Marina/
Yachting Club 2009 and the FIVE Gold
Anchors Award. It is the first and only
marina in the region to achieve ISO
14001, a prestigious and internationally
recognised certification for Environmental
Management. Furthermore, the Club
was selected to host the gruelling world
premier yacht race, The Volvo Ocean Race
2008/ 2009 when the fleet traversed
Asian waters for the first time and made
Singapore their first Southeast Asian

The first Asia Superyacht Conference, a
convention established to sound the need
to clinch government support on legislation
of regulations and open sea policies among
industry leaders in the Asia pacific region,
was held in ONE°15 Marina Club. Met with
overwhelming response and success, the
Asia Superyacht Conference became an
annual event, with its third conference to
be held here again from 7 – 8 April 2011.
Following the conference, the launch of
the first Singapore Yacht Show from 8 – 10
April will also be held in ONE°15 Marina Club.
As venue hosts to upscale international
events as such, ONE°15 Marina Club is truly
living out its vision of being Asia’s First
Finest Marina and Leisure hub.
Online Media Partners:
Held In: Supported By: Venue Host:
Official Media Partners:
Official Car: Official Private Bank: Official Hotel:
Supporting Association: Organised By: Official Online Media Partner:
Industry Media Partners:
International Business and Lifestyle Media Partners:

Atop the island of Sentosa, graced by gentle tropical breezes and lush gardens,
Capella Singapore invites you to unwind in our warm embrace.
Here a Capella Personal Assistant will attend to your every need and provide
unrivalled access to nearby attractions on our tranquil island or nearby in
Singapore’s dynamic downtown.

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