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Catalina does the same thing at Strictly Sail, Chicago as well. Not a big deal when you consider the drawing area of these shows. Accomplishes a few things. First, they can count stickers used and see where the show shoppers are drawn from. Helps them decide who best to man the shows. If they are not busy...and they usually are very busy....it does let a salesperson make contact with someone that they may have a shot at. If for some reason it bothers you to wear the sticker, you take it from the nice lady and pull it off going up the steps. Nobody will ask you where your sticker is. She is doing her job.
Oh, and these dealers don't go to the boat shows to just make nice nice. There is a lot of expense to get those boats to the show and to man the presentations. Don't sell boats...why go to the expense?
At Chicago more brands than just Catalina used the same approach. As long as I don't have to fill out forms with my data, and get on one more mailing list, I am fine with a sticker.