Discover Boating Chicago Boat Show

What Discover Boating Chicago Boat Show does

The Discover Boating Chicago Boat Show is an annual indoor boat exhibition founded in 1932 and now in its 94th year, held at the Donald E. Stephens Convention Center in Rosemont, Illinois. It is owned and produced by the National Marine Manufacturers Association (NMMA), a nonprofit trade association representing the recreational boating industry, in partnership with title sponsor Progressive Insurance. The show serves as a centralized five-day winter buying event for Midwest boaters, fishermen, and outdoor enthusiasts, featuring hundreds of new boats across categories such as pontoons, cruisers, yachts, fishing boats, and personal watercraft, alongside interactive attractions including the Discover Boating Beach Club, PaddleFest Pool, Fred's Shed How-to Center, Surf Simulator, Huck Finn Trout Pond, Bumper Boats, and VR experiences.

The event's technology footprint is deliberately lightweight and operationally focused: consumer ticketing is online-only (no onsite sales), exhibitor access is managed through digital mobile credentials, and an interactive show map is served via the official website. Supporting digital tools include a Boat Loan Calculator for financing estimates and a Be My Guest ticket program allowing exhibitors to invite customers at half-price admission. The product surface has evolved from a traditional boat exhibition into a multi-feature lifestyle event combining retail, education (ABC Boating Course, NMMA certification messaging), and family entertainment.

The business model combines consumer ticketing, exhibitor booth sales governed by a seniority point system, tiered trade credentials (free for NMMA members; $55–$80 for non-members), and diversified sponsorship across insurance, marine, telecom, energy, and lifestyle brands. The audience is high-quality for B2B partners: 23,800+ serious boating enthusiasts attend annually, with 60% owning or planning to buy a boat, 86% attending specifically to shop boats, and 37% making a purchase at or after the show; 79% of exhibitors rate the experience above average or excellent.

Name

Discover Boating Chicago Boat Show

Legal name

National Marine Manufacturers Association, Inc.

Website

https://chicagoboatshow.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

11–50 employees

Short description

The Discover Boating Chicago Boat Show is a 94-year-old annual indoor boat exhibition produced by the National Marine Manufacturers Association, serving Midwest boaters, fishermen, marine dealers, and exhibitors with hundreds of new boats and interactive attractions at the Rosemont Convention Center.

Ownership category

akta.pro rank

Product category

Boat Shows & Marine Trade Events

NAICS

Marinas (713930)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Auto, Boat & RV Shows (MPAGAFAC)

akta.pro secondary industry

Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

Keywords

• Indoor boat show
• Consumer boat exhibition
• Marine trade show
• Recreational boating events
• Boat dealer showcase

Headquarters

HQ city

Rosemont

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Exhibitor Booth Sales: Marine dealers and manufacturers pay for exhibit space at the show. The show uses seniority point system for space allocation based on years of participation.
2. Trade Credentials: Marine industry trade professionals pay for credentials to access the show: NMMA members receive complimentary credentials August-March; non-members pay $55 (Aug-Nov 15) or $80 (Nov 16-March 1).
3. Consumer Tickets: Adult tickets (13+) priced at $15 in advance, $17 onsite. Children 12 and under are free. Active military admitted free with ID.
4. Sponsorship: Companies sponsor the show at various levels, gaining brand visibility with tens of thousands of boating enthusiasts. Progressive Insurance is a key partner.
5. Be My Guest Tickets: Exhibitors can purchase discounted tickets at 50% off general admission to invite customers and prospects to the show.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

The Discover Boating Chicago Boat Show is an annual indoor boat show held at the Donald E. Stephens Convention Center in Rosemont, Illinois, featuring hundreds of new boats from regional dealers and national manufacturers, including pontoons, cruisers, yachts, fishing boats, and personal watercraft. The event includes interactive attractions, educational seminars, family activities, and show-only deals for consumers, alongside exhibitor booth space and sponsorship opportunities for marine businesses. The show is produced by the National Marine Manufacturers Association (NMMA) and operates in partnership with Progressive Insurance.

Product overview

The Discover Boating Chicago Boat Show is Chicago's largest indoor boat show (now in its 94th year) produced by the National Marine Manufacturers Association (NMMA). The core product is the annual boat show event featuring hundreds of new boats from regional dealers across multiple categories including pontoons, cruisers, yachts, fishing boats, and personal watercraft. The show operates alongside various interactive features and attractions including the Discover Boating Beach Club with VR experiences and surf simulator, PaddleFest Pool for paddle sports demonstrations, Fred's Shed How-to Center for DIY boat maintenance education, the Huck Finn Trout Pond for kids, and the EXP Rosemont immersive VR experience. Supporting services include the Boat Loan Calculator tool, Be My Guest customer ticketing for exhibitors, and digital exhibitor credential management. The show is held at the Donald E. Stephens Convention & Conference Center in Rosemont, Illinois.

Differentiator

Problem solved

Functional benefit

Products and services

• Discover Boating Chicago Boat Show Chicago's largest indoor boat show featuring hundreds of new boats from regional dealers, including pontoons, cruisers, yachts, fishing boats, and personal watercraft, with show-only deals and boating accessories. Targeted at current and aspiring boat owners across the Midwest.
• Be My Guest E-Tickets Discounted admission ticket service offered to exhibitors, allowing them to invite best customers and prospects to the boat show at 50% off general admission. Minimum order of 10 tickets with a $50 non-refundable deposit; only charged for tickets actually scanned at the show.
• Trade Professional Digital Credentials Digital mobile credentials for marine industry trade professionals providing access to the show. NMMA members receive complimentary credentials; non-members pay $55 (Aug-Nov 15) or $80 (Nov 16-Mar 1). Credentials grant access to all 9 NMMA Discover Boating-produced consumer shows and early entry 2 hours before opening.
• Show Sponsorship Packages Multi-tier sponsorship offerings providing brand visibility across the boat show's digital channels, on-site signage, and show guide placements. Sold to non-marine consumer brands, insurance providers, and lifestyle companies seeking access to qualified boating enthusiast audiences. Progressive Insurance is a key title partner.

Quantifiable outcome

• 23,800+ serious boating enthusiasts attend annually, with 60% owning or planning to buy a boat
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• Progressive InsurancecoreGTM or Marketing PartnerProgressive Insurance is the insurance partner for the Discover Boating Chicago Boat Show. They are the largest seller of personal watercraft insurance in the U.S. and insures over 1.3 million watercraft. Progressive offers flexible, year-round coverage including specialty coverages such as On-Water Towing, Roadside Assistance, Personal Effects, Total Loss Replacement, and Pet Injury.
• National Marine Manufacturers Association (NMMA)coreStrategic or Co-development PartnerNMMA is the producer of the Discover Boating Chicago Boat Show. NMMA is the leading association representing the recreational boating industry in North America, with member companies producing more than 80% of boats, engines, trailers, accessories, and gear used by boaters and anglers in the U.S. and Canada.
• Discover BoatingcoreGTM or Marketing PartnerDiscover Boating is the consumer outreach brand used for boat and sport shows produced by NMMA. Discover Boating connects boaters and future boaters with experiences, resources, and community to enhance their boating journey. The Chicago Boat Show is branded as the Discover Boating Chicago Boat Show.
• EvottiminorGTM or Marketing PartnerEvotti is an official show sponsor, providing products such as heaters for outdoor and marine use. Their logo appears on the official show sponsors list.
• Avalon PontoonsminorGTM or Marketing PartnerAvalon Pontoons is an official show sponsor, manufacturing pontoon boats. Their logo appears on the official show sponsors list.
• Tahoe PontoonsminorGTM or Marketing PartnerTahoe Pontoons is an official show sponsor, manufacturing pontoon boats. Their logo appears on the official show sponsors list.
• The Pets TableminorGTM or Marketing PartnerThe Pets Table is an official show sponsor, delivering fresh, human-grade, chef-prepared meals for dogs and cats. Their logo appears on the official show sponsors list.
• LeafFilterminorGTM or Marketing PartnerLeafFilter is an official show sponsor. Their logo appears on the official show sponsors list.
• T-MobileminorGTM or Marketing PartnerT-Mobile is an official show sponsor. Their logo appears on the official show sponsors list.
• BBQ AuthorityminorGTM or Marketing PartnerBBQ Authority is an official show sponsor and sister company to Fireplace & Chimney Authority, specializing in outdoor living products including grills, fireplaces, and outdoor kitchen equipment. Both are Veteran-Owned businesses serving the Chicagoland area.
• NRG EnergyminorGTM or Marketing PartnerNRG Energy is an official show sponsor. Their logo appears on the official show sponsors list.
• Champion Insurance AgencyminorGTM or Marketing PartnerChampion Insurance Agency is a top 100 agency and official show sponsor specializing in Auto, Home, and Boat insurance as well as motorcycles, ATVs, snowmobiles, and Life Insurance.
• Chiro One Wellness CentersminorGTM or Marketing PartnerChiro One Wellness Centers is an official show sponsor offering chiropractic adjustments and active therapies for pain relief and improved wellness.
• RosemontminorGTM or Marketing PartnerRosemont is an official show sponsor and the host municipality for the Donald E. Stephens Convention Center. Their logo appears on the official show sponsors list.
• Enjoy IllinoisminorGTM or Marketing PartnerEnjoy Illinois is an official show sponsor and the state's official tourism website. Their logo appears on the official show sponsors list.
• Chicago Maritime Arts CenterminorGTM or Marketing PartnerChicago Maritime Arts Center is an official show sponsor and a nonprofit organization. Their logo appears on the official show sponsors list.
• EXP RosemontminorGTM or Marketing PartnerEXP Rosemont is an official show sponsor offering cutting-edge virtual reality adventures. They provide a pop-up experience at the show featuring Life Chronicles and Horizon of Khufu VR experiences.
• Joe CampiseminorGTM or Marketing PartnerJoe Campise is the Sales Manager for Sponsorship at NMMA, responsible for selling sponsorship opportunities at NMMA boat and sport shows.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Others

• National Marine Manufacturers Association (NMMA): Parent nonprofit trade association that produces the show, certifies boats, and represents over 80% of U.S./Canada recreational marine manufacturers; an enabling infrastructure provider rather than a direct competitor.
• Progressive Insurance: Title sponsor of the Chicago Boat Show and largest U.S. personal watercraft insurer with over 1.3 million watercraft insured; an adjacent financial-services partner rather than a competing event.
• Discover Boating: Consumer-facing brand owned by NMMA that powers the show's marketing and Boat Buyer's Guide; a thematically related ecosystem participant that drives demand into the Chicago show rather than competing with it directly.
• SkipperBud's: Large Midwest marine dealer representing multiple boat brands at the show; an ecosystem customer and exhibitor relationship, not a competing event producer.

Emerging players

• Boats Group: Operates Boats.com, YachtWorld, and Boat Trader, the leading online marketplaces for new and used boats; an emerging digital channel that increasingly competes with in-person boat shows for shopper attention and exhibitor marketing budgets.

Direct peers

• Fort Lauderdale International Boat Show: The largest in-water boat show in the U.S., held annually in Fort Lauderdale, FL. Directly comparable as a major consumer boat show selling tickets, exhibitor space, and sponsorships to qualified boat buyers with similar product breadth.
• New York Boat Show: Long-running NMMA-produced indoor boat show held at the Javits Center in New York; directly comparable in format, target audience (qualified boat shoppers), and revenue model to the Chicago show.
• Houston International Boat Show: Major regional indoor boat show serving the Texas Gulf Coast market with a similar mix of powerboats, fishing boats, and accessories exhibitors; competes for the same marine manufacturer exhibitor dollars.
• Miami International Boat Show: Flagship NMMA-produced consumer boat show held in Miami; runs the same exhibitor sales, trade credentialing, and sponsorship playbook as the Discover Boating Chicago Boat Show and shares the Discover Boating brand.
• Newport International Boat Show: Annual boat show held in Newport, RI focused on recreational boating with a sailing-leaning product mix; comparable in consumer-facing exhibitor-driven format and boat-shopping audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/chiboatshow
• Facebookfacebook.com/ChicagoBoatShow
• Instagraminstagram.com/chiboatshow
• LinkedInlinkedin.com/company/chicago-boat-rv-and-strictly-sail-show

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Discover Boating Chicago Boat Show