Rifkin, president of the Foundation on Economic Trends and author of seventeen books on the impact of scientific and technological changes on the economy, lectured for two days before a select group of marine CEOs during this year's conference. Sharing his insight into the growing European market in the pre- conference workshop, Rifkin pointed out trends that are shaping the interests of boat buyers overseas that could lead to different marketing messages, and the obstacles of doing business with a European Union that represents so many diverse cultures across so many borders.

"Europeans work to live, unlike Americans who live to work." Rifkin noted. "In Europe, the average worker gets six weeks of vacation each year. Americans take less than two weeks per year." Pointing to findings in his bestseller, The Age of Access, Rifkin suggested that the timing is right for the marine industry to examine the idea of fractional ownership that would possibly allow more people access to the boating lifestyle. "Vacation resorts, timeshares, automobile leasing, the latest trend for fractional ownership of airplanes and jets, and even the iPod era of downloading music are all about access to a lifestyle," Rifkin extolled. "Tthere are a number of companies here and abroad that are experimenting with applying this concept for boating." Rifkin pointed out that risks of failure are high for the first company to try fractional ownership, but eventually someone else builds on that knowledge and will succeed.

The Creative Conference provides executives from boat builders and key component suppliers with the opportunity to hear experts on future trends, share ideas and discuss ways of improving their businesses and the boating industry beyond day-to-day issues. The Marine Design Resource Alliance is a non-profit organization committed to advancing the future of recreational boating.