Press Releases

RBFF Hosts IBEX Special Session on Marketing to Hispanic Consumers
Two Speakers to Offer Insights and Actions About Engaging the Hispanic Audience
Exploring and understanding new markets is vital to the continued success of recreational boating, and we are looking forward to learning more from the speakers from Lopez Negrete Communications, said Thom Dammrich, President of the National Marine Manufacturers Association (NMMA).

ALEXANDRIA, VA (August 21, 2013) — Strategies for engaging the growing Hispanic sector of the American marketplace will be the topic of a special session at the International BoatBuilders’ Exhibition and Conference (IBEX) on Wednesday, September 18 from 10:30 am to noon. The session is sponsored by the Recreational Boating & Fishing Foundation (RBFF) and Lopez Negrete Communications, and co-sponsored by Soundings Trade Only.

“RBFF and Lopez Negrete Communications are developing a strategic plan to build bridges to the Hispanic community. They believe that this group is an untapped market in the recreational boating and fishing industries,” said Anne Dunbar, Show Director of IBEX. “RBFF has organized this session and are generously sharing information so other companies can improve their marketing and communications to the Hispanic audience.”

Session organizers pointed out that the Hispanic population in America is quickly growing, and preliminary research indicates Hispanics are underrepresented in both boating and fishing. They also noted that a recent report from the Pew Research Center forecasted that Latinos could account for as much as 29% of the general population by 2050.

Two speakers from Lopez Negrete Communications will present at this session. Gerry Loredo, director of business analytics, is a strategic marketing specialist and currently advises RBFF on their Hispanic outreach efforts. Ed Cantú, director of consumer insights and planning, will speak about who, what, where, when, how, and why of the Hispanic market, from the eyes of a Latino consumer. Lopez Negrete has worked with major brands in both the general and Hispanic market, including Dr. Pepper Snapple Group, Bank of America, Wal-Mart Stores, Verizon Communications, Kraft Foods, NBC Universal Motion Pictures Group, and SONIC.

Thom Dammrich, President of the National Marine Manufacturers Association (NMMA), expressed excitement about the session. He said, “One of the core values of NMMA is to promote industry growth. Exploring and understanding new markets is vital to the continued success of recreational boating, and we are looking forward to learning more from the speakers from Lopez Negrete Communications.”

To attend this special session, please register for IBEX. If you have already registered for IBEX and would like to add this special session, please contact Joanne Miller at, or 312–946–6245.

About IBEX
Owned and produced by Professional BoatBuilder magazine and the National Marine Manufacturers Association (NMMA), IBEX is the marine industry’s largest technical trade event. For boatbuilders, marine industry dealers, aftermarket suppliers and buyers, designers, repairers, surveyors, and boatyard/marine operators, IBEX is where the business of boating gets done. For the latest information, visit

About RBFF
Celebrating 15 years in 2013, RBFF is a nonprofit organization whose mission is to increase participation in recreational angling and boating, thereby protecting and restoring the nation’s aquatic natural resources. RBFF developed the award-winning Take Me Fishing™ campaign to create awareness around boating, fishing and conservation, and educate people about the benefits of participation. Take Me Fishing helps boaters and anglers of all ages and experience levels learn, plan and equip for a day on the water. The campaign website,, features tips and how-to’s that can be used all over the country, tools to compare different styles of boats, information on how to get a fishing license and boat registration, and an interactive state-by-state map that allows visitors to find local boating and fishing spots.

About Professional BoatBuilder magazine
Professional BoatBuilder, a boatbuilding‐industry trade magazine, was first published in 1989 in response to a growing need for a dedicated forum for boatbuilding‐related professionals. The magazine’s worldwide readership exceeds 24,000. Professional BoatBuilder is online at

About NMMA
The National Marine Manufacturers Association (NMMA) is the leading association for the North American recreational boating industry. NMMA member companies produce more than 80 percent of the boats, engines, trailers, accessories and gear used by boaters in North America. The association is dedicated to industry growth through programs in public policy advocacy, market statistics and research, product quality assurance and promotion of the boating lifestyle. Learn more at

For further information: Anne Dunbar IBEX Show Director T: 716–662–4708 E: Kate Holden IBEX Marketing Director T: 207-359-7791 E: