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Ferretti Group's Private Preview is the place to be for the yachting world, but access is strictly invite-only Ferretti Group A yacht is one of the most costly assets you can own. Forget the upfront cost; the additional cost of fuelling, berthing, constantly maintaining and crewing a yacht adds an eye-watering sum on top of the initial price tag - annually, it’s around 30 per cent of a yacht’s sticker price. It’s a hefty investment, and yacht builders are acutely aware of this fact as they fight to compete in a relatively small pool of buyers. So how do you stand out from the crowds? The Orient Express was hired out for the private use of Custom Line clients on a trip to Venice Ferretti Group Some yacht builders have discovered a solution: by offering their clients something more than the product itself. What they offer is something money can’t easily buy and something that is notoriously difficult to cultivate organically: friendship. Or, at the very least, a network of like-minded people brought together by their status and shared passion. It’s a private members’ club of sorts, and it’s why yacht builder Custom Line hosted a small group of its owners on an all-expenses-paid trip on the Venice Simplon Orient Express between Paris and Venice last year. It’s the reason that Custom Line’s parent company, Ferretti Group, brought 900 people (mostly clients) together for a private Elton John concert in the Christmas run-up. Elton John put on a headline performance for Ferretti Group clients Ferretti Group MORE FOR YOU Ferretti Group, which owns iconic yacht builder Riva along with six other yachting brands, has become best known for this “members’ club mentality”. Each year, the company takes over a large section of Monte Carlo, builds a stage from scratch, and hosts a gala dinner with a headline musical performance overlooking the harbor. Last year, it was Robbie Williams. This year, Simply Red. Attendance is by invitation only, reserved for its clients, and the events are designed to strengthen loyalty while also persuading potential buyers who are on the fence. After all, who would not want to be part of a family that opens the door to exclusive gatherings around the world? “We don’t just sell boats. We sell experiences,” points out Ferretti Group CEO Alberto Galassi, speaking to Forbes. Hosting regular events build “trust and loyalty” as well as giving clients a more private and exclusive setting to do their superyacht shopping. Other yacht builders have embraced similar strategies, especially sailing brands that use regattas and rallies as their hook. The Oyster World Rally takes owners of British-built Oyster yachts on global adventures (now with even broader scope thanks to the newly-launched Oyster Explorers Club Rallies), while Finnish yacht maker Nautor Swan has established ClubSwan, which builds on an existing regatta program and invites owners to compete. As well as the World Rally, Oyster now offers the new Oyster Explorers Club Rallies, which take place in various locations Oyster Yachts Some other motor yacht brands, such as Lagoon Catamarans and Grand Banks, also organize initiatives, though usually on a smaller scale, centered on tandem cruising in destinations around the world. Still, Ferretti Group leads the way, offering concerts, curated travel experiences, and exclusive access to high-profile global events. For clients, the appeal lies in more than just the yachts themselves. These gatherings create opportunities to build connections with people they might never otherwise meet, while adding a new dimension to their social lives. It’s also probably the most expensive entry to any kind of members’ club in the world… Editorial StandardsReprints & Permissions
