Trans RINA, Vol 153, Part C1, Intl J Marine Design, Jul - Dec 2011 ARCTICLE


YACHT DESIGN DRIVERS: “AIN’T NOBODY HAPPY IF MOMMA AIN’T HAPPY” W B. Herbst, Northwestern University, USA


1. OVERVIEW OF PURCHASE DRIVERS


That saying is a pretty classic piece of Americana wisdom, which does not take much for translation. It turns out, the sentiments have been closely watched and responded to by US yacht designers as all recognize their success is based on customer emotional responses.


Whether one is considering purchase of sail or power, small family cruiser, or larger yacht, the saying appears to hold true based on interviews with dealers as well as owners of various boating types.


What we know from interviews with owners and dealers is the reality that while “dad” is hoping “mom” will give “permission”, that permission is not granted without some serious design demands being met. The “demands” are not experiential but rather are aspirational. While “dad” has some experiential needs, which could include the choice of a port and starboard wheel or one very large wheel that can be reached from either side of the cockpit, the reality of achieving aspirational


demands of


that choice gives way to the “mom”. The conclusive


statement is the reality that if mom is not happy, dad does not get the boat, and ultimately will take the wheel however it is offered on “mom’s” boat.


2. ACTUAL BOATING ACTIVITIES


Let it be noted that it is the aspirational, as opposed to actual as one needs to confirm the activity of boaters in most any US marina to fully appreciate the “drivers” of yacht design and of end user response. For any given potential high activity day, normally a weekend with great marine weather and forecasts, the number of boats not leaving a marina are in the 75 – 90% range as noted by harbor master’s in 4 major marina’s


located in


Illinois, Michigan and Wisconsin [1], all located on Lake Michigan. The research recognizes the “sport” or activity of boating, in the US is not necessarily driven by the “passage” or “cruise” whether for a few hours, or a few days or weeks, but rather the normal activity of sedentary usage as observation reveals vessel usage is similar to a weekend get-a-way home with user activity concentrated on:


sitting and relaxing, reading, having cocktails,


snacking, entertaining. Napping and sleeping may also play a role in the sport of owning a boat. So, how do designers react and what indeed are the drivers.


3. CONSUMPTION DRIVERS


Most potential buyers at boat shows ask the following questions, in no particular order, other than the opening


©2011: The Royal Institution of Naval Architects C-55


question, which appears to be the first question asked. 1.


How many does it sleep?


2. 3. 4. 5.


How many heads does it have?


(if power) What is the cruising speed? What is the fuel burn / hour?


Sailors’ do ask what is the speed under power, but never, ask for fuel burn / hour?


The above questions are asked prior to boarding, and are offered to the salesperson to assure them the buyer is knowledgeable and interested. But the spoken comments to one’s “mate” when boarded are the following or derivatives and are driven by the female and are more insightful:


1. 2. 3.


4. 5.


6.


7. 8.


9. 4.


I like the galley as there is lots of storage space There are plenty of hanging lockers


The main salon can easily accommodate 6 (pick a number) for dining


I like the private head for the master state room and I love the size of the shower


The guest head has nice accommodations


I love the details of pot holders for the cook top and the gimbaled stove is a nice feature and the built-in oven is a great size


The wine cooler is probably an extra but is nice to have


The rack for wine glasses is a nice touch


Having a television in the cockpit, master stateroom and main salon is a nice feature.


DESIGNER ISSUES IN SEGMENTATION


So, the yacht designer finds themselves in the rather strange position of designing a boat with features that are better represented by designers detailing a fine vacation home, or what is now appearing to be design that is more appropriate as a primary residence with all the opulence one can gather with-in a relatively small amount of space. The opulence also reflects in the reality of boat usage as further research indicates the use of galley stoves is almost non-existent. That information is easily gathered in reviewing


used boat offerings, as the


stove/oven combinations more often than not, carry the original “stickers” and “use and care” brochures, through the original owner’s usage. The following examples from Hunter Boats [2] give clarity to the subject. The Hunter 32 and Hunter 41 (refer to Figures 1 and 2) is a perfect example of making sure mom is happy.


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