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Brian Ross just stood there and shook his
head. He had just spent big money to bring Al Unser Jr.'s Indianapolis
500 winning race car to the Snap-on Tools display at Toronto's Molson
Indy but the crowds paid little attention. They also didn't seem all
that interested in the IHRA champion alcohol-fueled funny car or some
of the world's fastest motorcycles. What they did want to see, judging
by the very long lineups, was Power Boating Canada's triple-engine,
43-foot Wellcraft Scarab Poker Run paceboat which also happened to be
at the Snap-on Tools display.
Not only was Brian genuinely amazed at the drawing power of Publisher
Bill Taylor's power boat during the entire race weekend, he decided
then and there to harness the marketing and promotional power of offshore
boats. That was in 1993, and Snap-on Tools, a world-recognized name
in quality hand and power tools, had just celebrated 75 years in business,
most of which had associated the company with racing of one form or
another.
In fact, the Snap-on name can be seen in association with such fast
and famous names as Dale Earnhardt who races on the Winston Cup circuit,
Miss Budweiser on the Unlimited Hydroplane scene and Al Unser Jr.'s
Penske Racing Team in Indy Car racing.
 After inking a deal with Bill Taylor for Snap-on to become a
major corporate sponsor of Power Boating Canada Poker Runs, Brian Ross
and his entourage arrived at their very first event in NASCAR style
with two very prominent large support trucks, a huge tent displaying
Snap-on Tools products and licenced merchandise (clothing, souvenirs,
etc.), a show car replica of an award-winning late model stock car,
a 20-foot-high Snap-on tool box and literally miles of Snap-on banners
and pendants.
As National Sales Manager for Snap-on Tools of Canada, the quiet-spoken
Brian Ross was well known for his marketing expertise, and he knew from
the start that poker runs and high performance offshore boats were rife
with opportunity. Not only were they highly visible to the potential
buying public, offshore boats were a natural magnet to Snap-on's professional
automotive technician customers and their huge network of franchised
dealers across the country.
Brian worked in conjunction with Bill Taylor to give rides as sales
incentives to the top dealers on the Scarab paceboat that entire season.
When not enough of them could be accommodated at each event, arrangements
were made for separate prize-winning trips on both the paceboat and
the previous flagship, the 38 Scarab Miami Vice boat.
The chance of winning a ride proved such an incentive that Brian realized
not only the promotional opportunities of poker runs but direct, measurable
sales results through dealer sales increases. In the fall and winter
of 1993/1994, a business plan came together to field a poker run team
that would not only support itself financially but also generate new
revenue for the company.
To achieve this, partners were
required. First, Snap-on purchased Power Boating Canada's Miami
Vice Scarab. Ed Hakonson, President of Choko Motorsports in Stouffville,
ON, was already a licensed supplier of apparel and collectibles
for certain Winston Cup racing teams. Choko came on board. Through
Ed, Brian met Larry Fink Jr., who, at the time, was Director
of Sales and Marketing, for General Motors Service Parts Operations
in Canada. GM came on board. The subsequent re-modeling of the
Scarab into a show-stopping, graphically dazzling head-turner
brought Brian into contact with Team Hot Knots and the final
link of the partnership.
In its first poker run season in 1994, this new team, decked
out in spectacular apparel, its boat, emblazoned with its partners'
logos, took center stage at almost every event. Brian and the
boat were seen everywhere, promoting, taking people for rides
(even winners from public promotions). He literally seized the
opportunity to be an ambassador for power by promoting safe,
responsible boating. Brian and the boat were in motion five to
seven nights per week (and every weekend throughout the summer).
His entire family - wife Wilma and two sons, Kyle (now 14) and
Travis (now 17) - played a part in this exhausting teamwork.
The following year, Corey Graham, AC Delco's Central Regional
Manager for Ontario, came aboard as a partner when Graham saw
the enormous potential from positive sales results generated.
Over the next few years, poker runs enjoyed continual steady
growth, as regional tourism and marketing events. Participating
boats, too, grew larger, more powerful and more spectacular.
Other poker runners were catching on to the promotion potential
which Brian had fostered and the team knew a change was needed.
But competing in the "bigger, better-looking, faster"
category was not the answer. What was needed was a big, fast
and visually appealing boat along with a complete team presence;
in other words, a spectacular promotional package.
 In 1997, the partners, under the direction of Brian
Ross, formed an aggressive team that consisted of Snap-on Tools,
Team Hot Knots, AC Delco, MerCruiser Sterndrives, Hustler Powerboats,
Choko Motorsports and Lynch Diversified Vehicles (Wisconsin-based
builders of custom truck bodies). The results were awesome. A
two-boat team - the first a brand new Hustler 388 Slingshot powered
by twin MerCruiser 525SCs, with Bravo high performance drives
running Bravo I lab-finish, 4-bladed stainless steel 15-1/4"
x 30" props sitting on a Myco triple axle trailer and pulled
by a custom-box 8-ton GMC Kodiak powered by a 200 hp 6.6L Cat
diesel through a 6-speed Fuller transmission.
The second boat is a 37' Talon catamaran powered by twin MerCruiser
900SC poker run motors with dry sump Number Six drives. Both
of these water warriors proudly bear the custom graphics that
reflect the partners.
This pro car racing approach to poker runs is plainly evident
when you take a closer look at the Kodiak. The back of the custom
box is fitted with an aluminum A-frame crane attached to a hydraulic
lift gate allowing up to 2000 pounds of weight to be lifted 14
feet clear - ideal for quick engine changes on the Talon, the
Hustler or, for that matter, anyone else's boat. Inside the box
are two Snap-on KRL700 Series work stations - one dedicated to
supporting the Talon, the other to the Hustler - including a
complete spare engine and drive for each boat. Every spare part
and tool is on hand to accommodate a major failure on either
boat and facilitate an on-the-spot turnaround.
But the GMC Kodiak is more than just a spotless service shop
on wheels. It comes equipped with its own 7kW diesel generator
for AC power, emergency scene lighting at the rear and on the
passenger side for night work, a 20-foot awning to provide shade
and air conditioning, microwave and coffee pot to relax the crew
and entertain clients.
As Brian says, "We have made a commitment to the team, to
the poker runs, to the public and to our customers to virtually
eliminate downtime and to fulfill our obligations which are pretty
well seven days a week for the whole summer. We simply cannot
have downtime. Last season alone we took over 800 AC Delco customers
for rides, plus Snap-on's, plus charities, plus...We have to
be ready."
The new team also helped many a poker runner and even the odd
family boater out of a predicament by supplying on-the-spot parts
or assistance.
After one full season, the new approach seems to be working well.
"The Hustler 388 Slingshot with fully stock MerCruiser 525SCs
met all the challenges that 162 hours of on and off the throttle
boating could throw at it and there was simply not a hitch or
a burp all season. Truly a remarkable package," says Brian.
Keep your eyes peeled for some changes in
1999, including new graphics for both boats and a new tow vehicle for
the Talon. What will not change, however, is Brian Ross' commitment
to the team and to boating.
"I've always loved boating," says Brian, "and I've always
been involved in some way with boating. This new team allows all of
us to put something in and get something back. For me, there's nothing
more satisfying than taking a disabled child or an elderly couple for
a ride on the boat and seeing the joy in their faces." (Top | Close
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