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


While boating, is perceived as more of a male activity and/or a sport, cruising type boats whether sail or power, must meet aspirational qualities that are driven by the female in the boating family. Understanding those female desires, and recognizing the female emotional drivers through empathic research is critical and becomes the gate keeping activity for the final sale.


6. REFERENCES Figure 5: Catalina 35.5 sail (bathroom)


The total surrounding with little care taken to the reality of cruising, which can always include inclement weather and bad seas, which should lead to interiors that need to be “destruction proof” have disappeared and given way to glamour, pure glamour, for the sake of glamour. Opulence counts in aspirational design, which references ‘who I should be’ versus this is ‘who I am’.


We cannot leave the subject of glamour without a


reference to Figure 6, a 41’ Meridian (4) that is in the same price category of Carver and appeals to the perception of luxury perhaps at the cost of serious construction for offshore cruising. The upper steering station deck complete with built in glass cook top, and a living room atmosphere to include a television, drives home the point of high visual appeal with features that are better used for “showing” than for using.


thoughts are not to disparage consumption of real or perceived luxury-based goods, but rather to recognize the reality of most boat and yacht usage and of most importance the value of escaping to a life of aspiration even if it’s just for a few weekend hours.


1. (a) Waukegan (Illinois) Municipal Marina (630 slips) / 75 – 85% of boats remain in slips on nice summer days. (b) Reefpoint Marina – Racine, Wisconsin (900 slips) / 80 – 85% of boats remain in slips on nice summer days. (c) Bay Harbor Yacht Club – Bay Harbor, Michigan / (60 slips) 80 – 90% of boats remain in slips on nice summer days. (d) Bay Harbor Municipal Marina – Bay Harbor, Michigan (153 slips) 70-90% of boats remain in slips on nice summer days


2. Hunter Marine http://www.huntermarine.com/ 3. http://www.carveryachts.com/46motoryacht.aspx 4. http://www.meridian-yachts.com/


These


Walter Herbst is a well-known US designer, who has achieved notoriety in having been called one of “The Best of the Decade” by Business Week magazine and the Industrial Design Society of America for his work with the Gillette Company. Herbst founded the firm HLB (Herbst LaZar Bell) that became one of


the largest


independently owned firms in the US. His current firm, Herbst Produkt is on track to become one of the major international award winners, having garnered 2 Red Dot awards this year. Herbst serves as the Director of the Master of Product Design and Development program at Northwestern University, where he is a full clinical professor.


Herbst is a lifetime sailor, and holds a 50-ton Master’s license in the US Merchant


Marine. His sailing


background includes many years as an Olympic Class sailor in the Soling class, where he and his teammates won consistent


them into representing for the North American Championships.


club championships, which propelled He has


also captained 3 different


Figure 6: 41’ Meridian (steering station deck) 5.


RECOMMENDATIONS


Appreciating the drivers for consumption when selling into the US market is critical for achieving success.


vessels over the 40’ size in the longest freshwater race in the US, “Race to Mackinack”, which takes place over 333 miles in Lake Michigan. Currently Herbst captains his own 50’ Cranchi, a high speed, cruising yacht from Italy.


©2011: The Royal Institution of Naval Architects


C-57


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