Ray W. Scott, Jr. is the godfather of modern-day bass fishing.  As the founder of the Bass Anglers Sportsman Society (B.A.S.S.) in 1968, Scott has been the single biggest influence on the growth of bass fishing in the world for the past three decades.

Now, head of Ray Scott Outdoors™, a marketing-consulting firm for the fishing-marine industry, based in Pintlala, Alabama, Scott is turning his attention to building awareness, loyalty and brand recognition to his “Dream Team” of selected sponsors and their products.

“In the boating market, bass fishing is king and the name Ray Scott carries a big impact.  Bass anglers know him and value his judgment.  Since becoming associated with Triton Boats, as our national spokesman, we’ve enjoyed an overwhelming increase in our brand awareness and sales of units,” says Earl Bentz, president of the four-year old boat manufacturer located in Ashland City, Tennessee.

Earl Bentz and his designed, unique constructed hull, recently, were the subject of a front-page report in THE WALL STREET JOURNAL, pointing up the momentum with Triton’s surge in market share. 

The Journal report stated:  “Triton may be on track to emerge as the market leader in the next year…Triton’s sales jumped 27 percent to 2,526 boats in the first six months of 1999, compared with a 1.2 percent increase in volume for the industry as a whole.”

The growth reflects the reputation of Earl Bentz-built boats, but the fact a bass fishing icon, like Ray Scott, signed on as the official Triton spokesman in January (1999) certainly influenced the success.

Scott, since launching the bass fishing evolution in 1967 with his first professional bass fishing event – the All-American Invitational at Beaver Lake, Arkansas, has rippled the fishing scene, at times, making waves.  In many respects, the remarkable growth of BASS compares to the advent and growth of NASCAR. 

The 67-year old Scott is credited with increasing demand for the “newest, latest and most innovative” fishing tackle, the growth of a bass boat industry, the advent of multi-million dollar pro fishing tournament circuits, and the “Don’t Kill Your Catch” conservation program of catch-and-release bass fishing.

He walks in the company of angling greats, tournament fishing heroes and avid fishing friends, like President George Bush, a frequent bassin’ partner at Ray’s designed 55-acre lake near his central Alabama office and ranch.

Scott built his company B.A.S.S. from four names in a file box, starting in 1967, to a worldwide organization of over 600,000 members with a network of state Federations and bass clubs scattered around the world.

His “dream” of making bass fishing more than a lazy, weekend recreation has certainly transpired.  Scott’s BASSMASTER Magazine is regarded as the “Bible of bass fishing,” and the hit TV series, “The BASSMASTERS,” set programming high-water marks for outdoor fishing shows on The Nashville Network (TNN) cable system with 1.5 million homes tuning in on weekends.

As the godfather of bass fishing, Scott left the B.A.S.S. family in 1998 to pursue another “dream” of serving as consultant and national spokesman for a hand-picked core group of the leaders in the fishing-marine industry.

Besides Triton Boats, Scott is associated as national spokesman for Mercury Marine, the leading manufacturer of outboards, located in Fond du Lac, Wisconsin; MotorGuide based in Tulsa, Oklahoma, the manufacturer of the world’s most powerful electric trolling motor; and SOSPENDERS, the Coast Guard approved inflatable life vest by Sporting Lives of Fruitland, Idaho.

Scott’s value to Triton Boats is evident “in the many requests we’re receiving from dealers and Boat & Sport Show promoters asking for Ray’s appearance at the Triton booth,” says Neal Hart, vice-president in charge of dealer promotions.

As a high-profile spokesman, Scott is leveraging his “Dream Team” involvement face-to-face with bass fishermen and boaters through appearances as special weighmaster at selected bass fishing tournaments, such as the Triton Team Owners at Old Hickory Lake, Tennessee; the 15^th annual Big Bass Tournament on Richard B. Russell Lake, GA-SC; the Third Annual Bass Pro Legends Tournament at Percy Priest Lake, Tennessee; and the recent world finals of the Women’s Bass Fishing Association; and the Military Bass Anglers Association's National Championship.

Scott’s trademark cowboy Stetson has been utilized to highlight his appearances in national magazine advertising for Triton Boats to point up the high performance hulls.  “We’ve had lots of feedback on Ray losing his cowboy hat in the Triton advertisements,” said Dick Wood, director of the Wood Advertising Agency and the Triton media coordinator.

Among its target market – bass boaters – Scott zeroes in on telling “Triton: The Inside Story” in a factory tour, explaining why the wood-free construction and tri-core built hulls are the talk of the bass boat industry.  The video tour shows the level of design, engineering and performance qualities of Triton boats.

“We’re shipping out over 500 VHS copies of the Ray Scott-Triton Boat video weekly,” says Neal Hart.  “It’s the next best thing of having a customer or Triton owner visit our plant.  And, we’re seeing results in boat buyers understanding our hulls are ‘built smarter, built stronger’.”

As a long-time advocate of boating safety, Scott has been instrumental in safety-first in bass fishing tournaments.  In 1968, Scott instilled the wearing of life vest in angler’s minds, by requiring a Coast Guard-approved life jacket be worn by all tournament pros.

Later, Scott’s tournament rules forced outboard manufacturers to develop a dependable emergency ignition cut-off device (kill switch) to stop the motor if the driver was thrown from the console seat.  He, also, worked with the Coast Guard and boat manufacturers to require upright level flotation and horsepower rating plates on bass rigs.

But, Scott’s most recent involvement could result in the saving of many, many lives in the prevention of the No. 1 “killer” in boating accidents:  drowning.

As spokesman for Sporting Lives, Scott has worked alongside president Scott Swanby to achieve approval for the company’s SOSPENDERS auto-inflate life vest by the U. S. Coast Guard.

“The life vest you wear is the one that’s going to save your life,” says Scott, who demonstrates the automatic-inflation feature in a video presentation.

In the four-minute video, being shown at national marine dealers, Scott is taped – hands and feet – and falls overboard with the auto-inflate SOSPENDERS life vest.  As shown in the clip, Scott is bobbing, safe-and-sound in a matter of 2.6 seconds with the fully inflated vest and 35 pounds of buoyancy.

Besides, the proof the auto-inflate CO² fired vest works, Scott says the video demonstration encourages boaters and fishermen to wear their life vests, not left locked in a compartment.

“Coast Guard figures report in the case of boating accidents, the leading cause is downing, and eight out of ten victims are not wearing a life jacket,” Scott notes.

Scott is outspoken on the proposed federal law, under study by the U.S. Coast Guard, to require the wearing of life jackets when on the water.  As a former member of the U. S. Coast Guard’s National Boating Safety Council, Scott is in the outdoor press urging the support of the National Safe Boating Campaign of “Boat Smart from the Start.  Wear Your Life Jacket.”

As a recognized leader in bass fishing and boating safety, Scott is continually on call by leading outdoor writers and press for his input and viewpoint on bass fishing, new tackle and the future of the sport.

His standing as a media magnet is pointed up in the national newspaper-magazine clipping service monitored by Burrelle’s Information Services, 75 East Northfield Road, Livingston, NJ  07039.  The monthly clipping report registered Ray Scott’s exposure as high as 8,579,962 circulation among daily newspapers, weeklies and magazines.   His brand was associated with the Ray Scott Outdoors™ “Dream Team”.

By leveraging its ties with Ray Scott in their advertising and promotions, his “Dream Team” of sponsors has taken advantage of a strategic source in a fishing tackle-marine market where gaining market share is usually at the expense of the competition’s customer base.  As reported by the National Sporting Goods Association (NSGA) participation – in fishing – dropped 2.7 percent in the 1998 survey.

Fewer licenses are being purchased by fisherpersons.  However, spending on fishing-hunting related equipment and apparel climbed to $72 billion in 1996, the latest NSGA figures.

Competition is fierce, no matter the fishing-marine category.  Ray Scott and his “Dream Team” image can give a brand a huge edge.  Most assuredly if the aim is to target the bass fishing market.