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DEMA Show Edition 2 / Diving Community / November-December 2007 / divingcommunity.org DEMA COMMITTEE S –2007 CONTENTSWELCOME TO DIVING COMMUNITY • DEMA Show Committee Executive Director’s Message Dan Emke, Chair 6 DEMA is proud to announce the launch at • Finance Committee DEMA Show 2007 of the industry’s new Dave Riscinti, Chair “Be A Diver” customer acquisition program! • Legislative Committee Jim Byrem, Chair FEATURE STORIE S • Alternative Media Committee Ty Sawyer, Chair DEMA Board of Directors • Manufacturer’s Committee 8 Dan Emke, Chair DEMA’s Board of Directors is made up of volunteers that devote an enormous amount of • Membership Committee Dan Orr, Chair their own time to helping promote and grow the industry. • Promotion (Acquisition/Retention) Committee Keith Sahm, Chair Committee Accomplishments • Ships to Reefs Committee 10 DEMA’s Board Committees are an opportunity Dave Riscinti, Chair for industry volunteers to participate in the • Youth Programs Committee activities of the Association and have an impact Wayne Hasson, Chair on the effectiveness of DEMA. • Nominations Committee Al Hornsby, Chair Membership Report 16 DEMA membership has many benefits that are designed to help support and promote diving businesses. Growing The Industry 18 Much of the exposure diving has acquired has come by using DEMA’s highly visual Scuba Tour as a mode of attracting attention. DEMA Show 2007 24 DEMA is back in Orlando! Staff Bio’s MANAGING EDITOR: Tom Ingram 26 EDITORIAL STAFF: Laura Loomis, Nicole Russell Get to know the DEMA staff. ART DIRECTOR: Randy Speckman PRINTER: Synergy Printing Services Copyright © 2007 by DEMA, All rights reserved. divingcommunity.org / November-December 2007 / Diving Community / 3 Board of Directors Al Hornsby, President PADI [email protected] Jim Byrem, Vice President Ocean Concepts Scuba [email protected] Dan Emke, Vice President AERIS [email protected] Susan Long, Vice President Diving Unlimited International [email protected] Dan Orr, Secretary Divers Alert Network [email protected] Dave Riscinti, Treasurer Blue Water Divers [email protected] Wayne Hasson Aggressor Fleet Limited [email protected] Keith Sahm Sunset House [email protected] Ty Sawyer Sport Diver Magazine [email protected] Rick Stratton Northwest Dive News [email protected] 4 / Diving Community / November-December 2007 / divingcommunity.org DEMA’s National Advertising Campaign Coming Soon: DEMA’s Industry-Wide, Million-Dollar Diver Acquisition Campaign DEMA’s “Be A Diver” national advertising campaign, aimed at increasing the number of new divers, will be launched on TV, radio, newspapers, magazines and on-line in early 2008. Find out more about this crucial industry initiative by attending DEMA’s Power Up Series taking place Friday and Saturday at 8:30 AM in Room S210A. Join us to see a preview of the campaign and learn how you can participate to grow your business. divingcommunity.org / November-December 2007 / Diving Community / 5 Executive Director’s Message Be A Diver – DEMA’s Diver Acquisition Campaign EMA is proud to announce the capture potential customers in their region. launch at DEMA Show 2007 The Be A Diver Customer Acquisition of the industry’s new “Be A Campaign is outlined at the two Power Up Diver” customer acquisition sessions during DEMA show. Please plan Dprogram! to attend both of these important sessions to get all the information on this important This campaign is the result of an initiative campaign! by the DEMA Board of Directors that began Tom Ingram in 2004. The initiative included Executive Director completing marketing studies of active divers beginning in 2005, The Be A Diver campaign followed by an extensive analysis of will help retailers capture that data, and development of a final potential customers in marketing plan earlier this year. their region. Now, with a marketing plan in place, DEMA has hired an advertising firm to help address the creative aspects of the campaign, as well as created an extensive consumer website to which potential customers will be driven. The Be A Diver campaign will be presented at two PowerUp sessions on November 2nd and 3rd at 8:30am - prior to the opening of the DEMA Show floor so that attendees and exhibitors can attend. The presentations will describe the Be A Diver advertising campaign and DEMA’s program to help retailers 6 / Diving Community / November-December 2007 / divingcommunity.org divingcommunity.orgdivingcommunity.org // November-DecemberNovember-December 20072007 // DivingDiving CommunityCommunity // 77 2007 DEMA’s Board of Directors EMA’s Board of Directors is made up DEMA has been pleased to have the following of volunteers that devote an enormous individuals on the 2007 DEMA Board of Directors amount of their own time to help representing the Diving Industry: promote and grow the Industry. Their Dan Emke A-1 – Vice President AERIS accomplishments during the year are many and D Susan Long A-1 – Vice President few realize the time and effort that these devoted Diving Unlimited International individuals put forth. Al Hornsby A-2 – President PADI Representing the viewpoints of all five stakeholder Dan Orr A-2 – Secretary Divers Alert Network groups, with the diverse needs of each, is not an Ty Sawyer A-3 easy job. In some cases the viewpoints are in direct Sport Diver Magazine conflict and sometimes it takes much effort to find Rick Stratton A-3 common ground. In other cases the difficulties are Northwest Dive News easier to overcome. In all cases, the decisions are Jim Byrem A-4 – Vice President Ocean Concepts Scuba well-thought out and well-grounded. Dave Riscinti A-4 – Treasurer Blue Water Divers Wayne Hasson A-5 The Stakeholder Aggressor Fleet Limited Keith Sahm A-5 groups include: Sunset House With elections held every three years, Board Members • A – 1 – Manufacturers/Distributors of Dive can serve up to two consecutive terms before they Equipment and Sales Reps must stand down for a minimum of one year. • A – 2 – Diver Certification and Training Agencies The following individuals are running for the 2008 DEMA Board of Directors, with elections beginning • A – 3 – Publishing, Media, Dive Industry on December 15, 2007 and ending January 15, 2008. Consulting, Associations & Non-Retail A – 1 – Manufacturers/Distributors of Dive Service Providers Equipment and Sales Reps • Stephen Ashmore – Tabata USA • A – 4 – Dive Retailers • Buddy Brown – Aquatic Sales • A – 5 – Dive Travel and Resorts • Charlie Bush – Sherwood Scuba, Inc. A – 2 – Diver Certification and Training Agencies • Brian Carney – TDI/SDI • Dan Orr – Divers Alert Network (incumbent) A – 3 – Publishing, Media, Dive Industry Consulting, Associations & Non-Retail Service Providers • Rick Stratton – Northwest Dive News (incumbent) • Neal Watson – Ocean Fest A – 4 – Dive Retailers • Schott Beckham - Sea Level Scuba • John Duggan - Duggan Diving Enterprises • Dave Riscinti - Blue Water Divers (incumbent) A – 5 – Dive Travel and Resorts • Jack Chalk – Capt. Don’s Habitat, Bonaire • Tim Webb – Caradonna Caribbean Tours 8 / Diving Community / November-December 2007 / divingcommunity.org DEMA’s National Advertising Campaign Coming Soon: DEMA’s Industry-Wide, Million-Dollar Diver Acquisition Campaign DEMA’s “Be A Diver” national advertising campaign, aimed at increasing the number of new divers, will be launched on TV, radio, newspapers, magazines and on-line in early 2008. Find out more about this crucial industry initiative by attending DEMA’s Power Up Series taking place Friday and Saturday at 8:30 AM in Room S210A. Join us to see a preview of the campaign and learn how you can participate to grow your business. divingcommunity.org / November-December 2007 / Diving Community / 9 Committee Accomplishments EMA’s Board Committees are an One of the most important objectives of the opportunity for industry volunteers Association is the opportunity to place money back to participate in the activities of the into the diving industry for promotional purposes. Association and have an impact on the Since January 2003, DEMA has carefully placed Deffectiveness of DEMA. Committees are generally money into successful promotions that were then made up of Board members and may include other evaluated for their return on the investment. volunteers from the diving industry. They are advisory to the Board of Directors and DEMA Staff, and bring a For example, in 2006 DEMA’s Scuba Tour cost about wealth of experience to the Association. $200,000 but introduced scuba diving to more than 12,000 persons. As a result the Scuba Tour returned to In 2007 there are a number of standing committees the members of the Association the following on the helping to provide input to the Board of Directors and investment: Staff of the Association. Having opinions and insight Category Return on from the diving community is critical, and the learning Investment Dollars curve works both ways; many volunteers learn to Equipment Sales, understand the inner workings of a large non-profit Travel and Certification Sales $1,356,000 trade association, including the nuances of providing Value of Media Exposures $1,823,724 the best for all five stakeholder groups simultaneously. TOTAL $3,179,724 The following standing committees have been in The return on investment of association dollars for the operation throughout 2007: Scuba Tour is more than 15 times the money spent. • DEMA Show Committee In addition, between 2003 and 2006 DEMA invested Dan Emke, Chair more than $1.6 million in successful promotions for the industry. • Finance Committee Dave Riscinti, Chair The 2007 Promotions Budget is more than $536,000, with an additional $175,000 slated to fund the initial • Legislative Committee launch of the Be A Diver campaign. Ultimately DEMA Jim Byrem, Chair will invest at least $1.2 million dollars in the Be A • Alternative Media Committee Diver campaign to grow the industry through 2009. Ty Sawyer, Chair MANU F ACTURER ’S COMMITTEE • Manufacturer’s Committee Dan Emke, Chair Dan Emke, Chair The Manufacturer’s Committee represents all member manufacturers.
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