Increasing and maintaining participation

There is very little about the Shields that is modern and jazzy, but the long lines of this 30-footer from the 1960s are eye-catching. The Class remains active, with the largest USA fleet in Newport, RI having 30+ boats and more than 20 regularly on the starting line. When discussing variables that impact participation, Bill Doyle offers some keys to their success:

As the long-time secretary and past fleet captain of Shield Fleet 9 in Newport, I can point to several key points we employ to keep our fleet healthy. This was the best advice I ever received, and we keep this as a key ingredient of our fleet management:

“The health of any fleet rests with the bottom 1/3 of your competitors. Every decision needs to keep them engaged – because they will be the first ones to leave.”

The goal is to make everyone feel a part of the fleet, included in everything we do, regardless of results. So many fleets put so much emphasis on the top three boats, they forget the ones consistently fluctuating between 10th and 20th place, and may never have a top finish.

• Consistent communication
During the season we produce twice a week newsletters that includes pictures, sponsors, contests, assigned race reports from different boats, etc. While still celebrating the winners, the overall focus is on involvement more than results.

• Social media engagement
We post and encourage members to post their experiences and “on board” pictures. We look for ways to celebrate and feature different boats each week, with comments like… “Beautiful new paint job on XYZ,” or “Check out that spinnaker design on ABC” — so members feel noticed and included.

• Recognition, recognition, recognition
Highlighting “wins” like boat in best “Bristol” condition. Youngest Skipper, Perfect attendance, Most improved, etc..

• Personal outreach
Fleet officers check on members with calls and texts off-season to discuss plans for the coming season, and offer solutions to any barriers. We also reach out with help should a team suffer damage or breakage. Sometimes, it’s just to offer congrats or sympathy. But, it’s genuine and people appreciate it.

No fleet is perfect, and we are always looking for ways to improve, but I think we’ve done a pretty good job of growing and maintaining our fleet over the years.