HISTORY OF SCHOONER OR LATER:
What's In A Name?

It started as a lyric from a song, muttered by an old sailor on the bow of an even older schooner. We were sailing in a schooner regatta on San Diego Bay to raise money for charity. It was a race I had conceived, promoted, and eventually written about in half a dozen sailing magazines around the world.

In a good reaching breeze, sailors often vocalize their pleasure. While setting the main tops'l that day the sailor sang rhythmically but softly to himself, “Get there sooner in a schooner.”

Then, he added the phrase, “When the breeze is right, and the sails are set, we bury the rail, and the crew gets wet."
The year was 1984 and that day at sea marked a significant turning point for me. I decided that being a waterfront reporter was fine, but my heart was also in the promotion of all things waterfront. It became my personal goal to bring greater awareness to the waterfront, and the many parts that make it so magical.

Today Schooner or Later handles a wide variety of clients. Most fall into three distinct areas of expertise -- arts & culture (museums and other non-profits), the entertainment industry, and of course the waterfront.

The client message we continue to receive is simply, “Thank you for helping us identify our news hooks, for packaging them so eloquently, and for finding such an intelligent media audience to share them with.”

Schooner or Later specializes in helping the client increase visibility, and visibility means more product sold. Like the song on the bow of that old schooner many years ago, we know you've got to set lots of sails to make the schooner go, and we don't mind getting wet in the process.

Joe Ditler
Creative Director