Fishing the Derby

The Martha’s Vineyard Striped Bass & Bluefish Derby is a five-week fishing frenzy marathon that occurs in my hometown of Edgartown. The island community comes together as a whole, weighing and filleting fish caught by hundreds of hearty fishermen. There are many prizes given out over the course of the tournament such as fishing poles, hats, t-shirts, pins, tackle bags and other fishing paraphernalia.  The grand prize is a new truck and boat, however many derby-goers feel that catching a big fish is a great enough prize. I am thankful to have grown up in a town where so many people share the same passion to fish, boat, and be on the water.

The derby gives back to the community in many aspects.  Acting as a non-profit, the derby serves customers but does not objectify profit as an organizational goal.  Most of the earnings from entry fees are spent on prizes and equipment as well as scholarships for graduating seniors from the high school.  Fish caught in the tournament are sent to senior housing and school cafeterias after being weighed, cut, and cleaned. This is another example of an organization giving back to the community.

I have been fishing the derby for as long as I can remember.  My dad would enlist my brother and I as miniature fishermen by having us gather bait and tackle and keeping an eye out for fish around the boat. We were distracted easily and would instead end up tackling each other.

The derby has done a great job in branding itself over the past 70 years.  Many organizations fail to brand themselves properly, usually leading to their downfall. You begin to wonder how the Derby became a household event for islanders? Attracting an array of children to grandparents, you will find everyone visiting the weigh station to get a piece of the action at the end of the day. The derby knows it customers.  They return every year and they grow old fishing it. Timing also plays a big part. Autumn is one of the nicest times of the year to be on the island and it becomes even more special since the tourists have left.  Instilling a kind of pride in contestants and giving them a satisfaction of ownership.  Marketing the name with really cool stuff is big. People wear it with pride. Pins with the Martha’s Vineyard Fishing Derby insignia are given to everyone who signs up for the derby, and can be seen pinned to the hats of bus drivers, teachers, parents, and kids who can’t wait to get out of school and join the fishing. Chatter about large fish sightings occur constantly, only fueling people to participate.  The derby is celebrating its 70th year this year and it has become quite a tradition.  Certainly word of mouth, great prizes that islanders love and the contribution back to the community is an investment for the derby.  What they give out, they get back.

As one angler said this year, “I live for the moment of dragging my fish to weigh in. Seeing those amazing men and woman behind the counter. And to hold that sucker up for a picture I worked so hard for. To me, it’s not about catching the biggest fish or the most fish. It’s about all the joy in the journey that brought me to this very moment of weighing one in.” (Phoenix Russell)  If a brand can generate this kind of excitement, it will continue to experience success.

The Boneyard

The Boneyard Surf Shop is a beloved clothing and board store on the island.  I would visit the store everyday in my youth, astonished by all the goods packed away in every nook and cranny.  The high-beamed ceilings opened up more space for skateboard decks and trendy sweatshirts resting overhead.  Surfboards hung from the walls and an old library ladder with wheels clung to the back wall allowing you to reach the items you really wanted.  Discovering brands and their newest skateboards, surfboards and shoes became a habit. I wanted to work there for as long as I could remember. I was hired on my fourteenth birthday.  My work experience progressed from raking leaves in front of the store, sweeping the floors, and then eventually calling company representatives from Patagonia, Oakley, and Vans. My goal was to find goods in the growth stage of the product life cycle.

The product life cycle is the series of stages a product goes through in the marketplace. If a product makes it through all stages, it will have experienced an introduction, growth, maturity, and decline. During the introductory period, sales and profit are slow as it may take time to penetrate the market. Our Boneyard hats went through an introductory stage although they seemed to sell themselves with enough time.  The hats reached the growth stage very fast in relation to our shirts and sweatshirts. I believe the hats matured quickly due to the popularity of the t-shirts. Customers came in for the shirt and then spotted the hat with its’ signature black band with the logo on it. It was priced right and began to fly out of the store all summer. During summer season, more often than not, customers enter the store saying, “we’re just picking out our annual Boneyard shirt.”  As for the hat cycle, it definitely declined in sales as the summer season wound down.

Brand loyalty is a large portion of the sales of our store merchandise and gaining recognition with the public. The brand logo was drawn by the store owner’s son and placed on the front and back of t-shirts. This shirt has become a classic icon for the store. Originally black and white shirts, the store has progressed over its’ 13 years providing customers with an array of colors and sizes as well as other products like sweatshirts, rash guards, hats, coffee mugs and more.  The more creative the Boneyard got with putting the logo on products, the more the customers wanted. Store display was also important for product turnover. As seasons changed, so did the demand for certain goods. The window display was our front line for catching the eyes of customers. Products like GoPro’s, Waboba water balls, and stylish Rip Curl bathing suits propped in the window worked to reel the summer herds into the store.

The Boneyard has done a great job in branding their business. Almost all of their well known goods are in the maturity stage of the product life cycle, backed with a large community of loyal customers. I myself no longer work at the surf shop but will continue to wear my Boneyard shirt around for years to come.