NZ office in city of superyachts

By ROBIN BAILEY

The New Zealand marine industry has taken a serious promotional leap forward as the Trade Development Board opens an office in Fort Lauderdale, Florida. Located at the heart of the United States superyacht territory, the office offers on-the-ground representation for companies selling into one of the world's richest markets.

Back in Auckland to help to explain the potential of the new initiative to marine manufacturers, particularly those not yet on board, is Arama Kukutai, Trade New Zealand's regional director for North America.

From a background in corporate banking and information technology, Kukutai joined Trade New Zealand in 1998.

He says the Fort Lauderdale exercise has been set up to work with Marex, the marine export group. It will run along similar lines to the successful New Zealand Wine Institute sales and marketing model.

"Trade New Zealand provides the initial support for the establishment phase," he says.

"Once the office gets established, our input tapers off and it becomes self-sufficient.

"The United States is the largest export market for New Zealand marine companies and there is huge potential to develop that business further.

"We have a reputation for innovation in both design and construction, particularly in the use of modern composite materials and high-performance sailboats. Add to this the interest generated around the world by the America's Cup regatta and the timing is right for a marketing drive."

In charge at Fort Lauderdale is business development manager Lance Sheppard, who comes to the job with all the right credentials.

He has skippered superyachts around the world, for three years ran his own marine marketing company in New York and lived and worked in the marine industry in Fort Lauderdale for six years.

On the east coast of Florida and just 40 minutes north of Miami, Fort Lauderdale is to the marine industry what Silicon Valley is to information technology.

It is also the home of one of the most important American boat shows, and New Zealand had a big presence at this year's event, from October 31 to November 4.

For the first time, we had two New Zealand pavilions with 31 companies taking part, says Marex executive director Lane Finley.

"It was an excellent effort that complemented the opening of our new office there. Having a permanent presence at this important gateway to the United States market will help us to create new business in a cost-effective way."

Ten companies were on board when the office opened - Matrix Masts, Babcock New Zealand, High Modulus, Marten Yachts, Seafury Propulsion, Salthouse Marine Group, C-Quip, Pachoud Motor Yachts, RMSD and Austral Yachts.

Negotiations now under way suggest this number will soon double.

Seafury managing director David Winter says having a permanent base in the United States is vital to export success.

"In the past we have worked through agents. That meant we were dealing third-hand, which often led to delays and communications glitches. Now we have someone on the spot who knows what we can do and how we operate.

"We can work directly with the client and each specific project and deal with it swiftly. That's the basis for the sort of effective export effort the new office will offer."

Arama Kukutai believes it will take just a short time for other New Zealand companies to realise there's a new tool to help them to break into the lucrative North American market.