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stories you'll find in the most current issue.
AWS soaks the competition at award events
By Cindy Foster Grace
TRAVERSE CITY - Traverse City is prized for her two sparkling bays and innumerable inland lakes. So, it comes as no surprise that Action Water Sports of Traverse City, one of the nation's leading MasterCraft dealers, is a multiple award winner in the water sports industry.
AWS was recently named "Dealer of the Year" at the Surf and Ski Expo in Orlando. This award is one of the marine industry's most prestigious honors and is given by the Water Sports Industry Association (WSIA).
WSIA created the award to honor the best water sports dealers in the United States. WSIA members include manufacturers of water sports equipment who set the standards to determine which dealers nationwide qualify for Dealer of the Year.
To qualify, the dealer must be involved in water sports all year long and offer a professionally-merchandised and aesthetically-pleasing dealership. The dealer staff needs to demonstrate expertise and excellent customer service, and the dealer must offer creative promotions—such as celebrity events, demonstrations and customer participation activities—and must support competitive water sports for professional and/or amateurs.
"We were excited about winning and were obviously very honored," said AWS owner Kevin Wright. "It just validates the fact that AWS is very passionate about boating, our customers, and our knowledgeable staff, both in boats and in the pro shop."
Last December, AWS brought home a boat-load of awards from the MasterCraft Boat Company's annual award presentation. They won both the Midwestern and National Customer Service Awards out of approximately 100 MasterCraft dealers internationally.
These awards were not the first for AWS; in 2002 and 2003, Action Water Sports took home back-to-back "Presidential Dealer of the Year" honors from the MasterCraft Boat Company.
If that's not enough, AWS is also a proud recipient of the Better Business Bureau's "Business of the Year Award for Customer Service" and was dubbed the Water Ski Industry Association's "Water Sports Pro Shop of the Year."
Action Water Sports was established in 2003, and is the only MasterCraft dealership in Northern Michigan.
Kevin Wright has watched his business transform from a solid MasterCraft showroom to a full-service water sports center that, in addition to new and used boat sales, includes service and maintenance, and an extensive inventory of high-end gear in the water sports pro shop.
Wright has no doubts about what is behind AWS's phenomenal success.
"Northern Michigan has been very receptive to the Action Water Sports brand and quality," Wright said. "Our success is largely due to our philosophy of exceeding customer expectations, unparalleled boat quality, and knowledgeable staff who are passionate about water sports."
The Action Water Sports management team has developed a successful program that allows its customers to test the products in a hands-on fashion and consult with water sport professionals.
Last year, Action Water Sports hosted 14 events around the state, including water sport tournaments and how-to clinics.
Traverse City's first-ever wakeboard tournament was held on Boardman Lake. The event's tow boat was the new MasterCraft X-Star and 30 competitors from beginner to outlaw-level participated in what will become an annual tournament.
Boardman Lake was also the setting for one of the 2004 slalom tournaments. Additionally, AWS hosted several slalom and INT tournaments along with seven professional water skiing, wakeboard and barefoot clinics.
Action Water Sports is located at 988 W. Commerce Dr. near Chums Corners; www.actionwater.com or 943-3434. BN