Gordon Houser, known for fostering a generation of high-performance boat enthusiasts, passed away in Sarasota, Florida, on March 1, at the age of 88.
During his nearly 60-year career in the marine industry, Houser led marketing for prominent brands such as Wellcraft Scarab and Donzi Marine. His initiatives included featuring boats on television shows and in amusement parks, which attracted a new audience of boaters.
“Gordon was always a pioneer in marketing,” stated Bob Black, a colleague and best man at Houser’s wedding. Black met him while managing public relations for Betty Cook’s powerboat record run on the Hudson River in the early 1980s.
Houser began his career at Thompson Boat Co. in 1954, and after the company was acquired by Chris-Craft, he relocated to Florida, serving as its first marketing director and later as vice president. In 1985, he partnered with Dick Genth to acquire Donzi Marine, where he eventually became president and CEO until it was closed by Outboard Marine Corp.
He then became president of the high-performance division at Wellcraft Marine and later oversaw marketing for the Sarasota-based Genmar companies, where he introduced Wellcraft boats to a new demographic.
“He recognized that high performance represented a unique market segment that didn’t require conventional boat marketing,” said Black. “He anticipated that offshore boating would thrive.”
One of his significant contributions at Wellcraft Marine was securing a spot for the company’s boats in an action-packed show at Universal Studios in Orlando, where Wellcraft trained the drivers for this successful program that lasted several years.
He launched the Wellcraft Offshore Boot Camp to instruct high-performance boat owners on operational techniques and initiated fishing schools for both Wellcraft and Genmar.
Black acknowledges Houser for broadening media exposure beyond the marine sector. He successfully attracted attention from Sports Illustrated, the Wall Street Journal, and the New York Times for his incorporation of celebrities at the New York National Boat Show. Additionally, Houser advised on film shoots throughout his career.
After his retirement in 2004, Houser continued to consult for various boat manufacturers. In 2011, he was honored with the inaugural Neptune Award for Lifetime Achievement by the Marine Marketers of America.
According to Black, Houser had been in declining health for the last two to three years. While recovering from a broken hip at Sarasota Memorial Rehabilitation Center after a fall, he received a dementia diagnosis.
Houser is survived by his wife, Vida, their two daughters, and four grandchildren, along with two great-grandchildren.