DEMA Show Edition

2 / Diving Community / November-December 2007 / divingcommunity.org DEMA Co m m i t t e e s –2007 CONTENTSWe l c o m e t o Diving Co m m u n i t y • 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

Fe a t u r e St o r i e 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!

MANAGING EDITOR: Tom Ingram Staff Bio’s EDITORIAL STAFF: Laura Loomis, Nicole Russell 26 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 program!D 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.

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 Ma n u f a c t u r e r ’s Co m m i t t e e

• Manufacturer’s Committee Dan Emke, Chair Dan Emke, Chair The Manufacturer’s Committee represents all member manufacturers. Representatives on the Manufacturer’s • Membership Committee Committee come from the DEMA Board and also Dan Orr, Chair include non-Board members.

• Promotion (Acquisition/Retention) Committee The Manufacturer’s Committee monitors the Keith Sahm, Chair Manufacturer’s Fund, which was established in 1994 when DEMA was re-organized to include all • Ships to Reefs Committee stakeholders in the diving industry. The Fund is Dave Riscinti, Chair composed of 5% of the gross receipts from DEMA Show each year and is used at the discretion of the • Youth Programs Committee Wayne Hasson, Chair manufacturers to promote recreational diving. The Manufacturer’s Fund has supported many • Nominations Committee different programs, investing more than $568,000 Al Hornsby, Chair in the industry between 2003 and 2006 for such Fi n a n c e Co m m i t t e e promotional programs as: Chair Dave Riscinti • Scuba Tour The Finance Committee provides oversight to all • Retail Promotional Programs budgetary activities of the Association, approves the budget for the fiscal year, and reviews all Association • Disaster Assistance Program financial transactions. • MEBI Program DEMA’s financial standards are developed using • CORE Program and Excellence in Retailing Award GAAP Standards. In addition to following these high • Be A Diver Acquisition Program standards, DEMA also voluntarily participates in Program funding contributed from the Manufacturer’s annual independent audits of all finances. The audited Committee for 2007 is budgeted at $116,500. financials are posted onwww.dema.org for member review following each audit.

10 / Diving Community / November-December 2007 / divingcommunity.org Committee Accomplishments

Me m b e r s h i p Co m m i t t e e and also younger professionals in the industry.: Dan Orr, Chair 1. Deep Ambitions Aquatic Career Fair being The objectives of the Membership Committee include conducted at DEMA Show 2007 finding additional benefits for the DEMA membership. 2. Science Educator Day at DEMA Show, bringing Since 2003, the Committee has been working toward marine science and science teachers information making DEMA membership more meaningful. This about careers that involve diving. has included looking at each of the stakeholder groups and determining their needs. 3. Aquatic Vision Scholarship programs for young persons that wish to push the envelope of diving DEMA provides the following direct benefits of knowledge! Association membership: • Ships2Reefs • Retailer Research – Helping retailers evaluate – Acting as a clearing house of and improve business practices, the REBI Program information for groups (Retailer Econometric Business Index) debuted at planning to access the DEMA Show ’06, and is growing in participation. inventory of retired REBI provides: government ships useful for man-made 1. Sales data for the retailer’s store, displayed by reefing programs product and service category 2. Comparisons of retail category sales data for • “Be A Diver” Customer Acquisition Campaign – the region of the country in which the retailer This new program will help grow the industry is located using print ads, TV and radio commercials and 3. Comparisons of retail category sales data for other promotions to a targeted non-diving audience the US • Certification Census – measuring growth of the Industry at this entry point for the end-user diving customer • Power Up Sessions – This year’s Power Up sessions will outline DEMA’s “Be A Diver” customer acquisition program at DEMA Show. DEMA has paid special attention to retailers and travel Participants will receive a copy of the marketing providers, understanding that these important members plan summary. Don’t miss these important are one of the first points of contact with potential programs! diving consumers. Members are always looking for • Disaster Assistance Program – In response to ways to improve business, increase profitability and member’s needs, DEMA has developed an on- decrease frustrations. going plan to provide assistance in the event of future disasters which seriously impact our • By being a DEMA Member, retailers and others industry. With the help of its members, DEMA will SAVE BIG – up to 70% – on DEMA Show provide assistance to the victims of catastrophic registration! storms and other occurrences with a DEMA Disaster Assistance Program; “Members Helping • DEMA Members have access to the Be A Diver Members,” builds a bridge of assistance for those Customer Acquisition Campaign components, affected by these disasters while permanent aid including downloadable print ads, a national and is being requested regional PR campaign, television commercials and from the appropriate assistance with locating target customers! government, private or public agencies. The • Receive Power-Up Breakfast DVDs, a $100 program includes help value, FREE! for members, Show • DEMA Members have FREE access to DEMA’s exhibitors, and Show 10-foot Blow-Up Diver and Time2dive Backdrop attendees. See www. for sales and special events. dema.org for more information. • The Scuba Tour - Local DEMA Member stores • Youth Programs – have the EXCLUSIVE opportunity to participate DEMA is working to bring in younger customers with the tour as it travels to various venues (more NEW customers)!

divingcommunity.org / November-December 2007 / Diving Community / 11 Committee Accomplishments Re t e n t i o n /Ac q u i s i t i o n (Pr o m o t i o n s ) Co m m i t t e e includes a one-day pass at a special reduced price Keith Sahm, Chair for the final day of the trade show, as well as special DEMA continues to keep recreational diving in front educational programs designed for the young diving of the general public to promote sales and growth. The professional and presented by representatives from Acquisition and Retention (Promotions) Committee DEMA member training agencies. was involved in developing and refining programs for 2007 and beyond, which are detailed later in this The same stringent show entry requirements as those publication, including: required for other diving professionals are maintained, and these professionals are not identified as “buyers” • “Be A Diver” Customer Acquisition Program unless they have the appropriate documentation to Scuba Tour qualify them for that category of attendee. DEMA will • Support for dive shows and other consumer monitor and evaluate this pilot program to determine if shows it will continue. • “Be a Diver” website development

• Certification census Sh o w Co m m i t t e e Dan Emke, Chair Yo u t h Di v e r Ac q u i s i t i o n Pr o g r a m Since DEMA Show 2003, DEMA has been working Wayne Hasson, Chair to determine the needs of the Industry with regard The Industry has expressed concern regarding the to the DEMA trade show. Working directly with the future of our sport and bringing in young people to Membership Committee and DEMA Staff, the Show continue the Industry. Over the last two years DEMA Committee determined the best overall time of year has been working to create programs that will generate and locations for conducting the Show. Since 2005, professional and recreational interest in the sport the DEMA Show has been rotating between Las for younger people. The Youth Diver Acquisition Vegas, Nevada and Orlando, Florida. The Show will Program Committee has developed the following continue to be held in the fall, and the Orlando/Las programs. Vegas rotation will continue through at least 2010. • Deep Ambitions Aquatic Career Fair program, launched at DEMA Show 2006 DEMA staff and Board members are always looking • Aquatic Vision Innovation Scholarships for ways to maintain the value of exhibiting and • Aquatic Vision Youth Scholarship Program attending DEMA Show. Since 2003 additional benefits have been developed for members to attend Deep Ambitions Aquatic Career Fairs have been held the show including significant discounts for exhibits- in various locations around the US during the last year, only and seminar entrance. Exhibitor programs following the introduction of this important program at include DEMA Show’s “Anchor Exhibitor” Program, DEMA Show 2006. Working directly with local high opportunities for additional exposure in the DEMA schools, DEMA has introduced more than 500 students Retail Resource Center, and programs to help to potential careers in marine science education, exhibitors work together during periods of business demonstrating how diving is used professionally, and consolidation. In addition, because of demands having them actually try diving in the Scuba Tour of exhibitors and attendees, DEMA tightened the Pool. requirements for entry of professionals in the Show.

The Committee also developed a video presentation Keeping the value high for exhibitors and attendees from DEMA Show 2006, a “How-To” manual to assist includes keeping costs to attend and exhibit low. In other DEMA members in conducting similar Career a study recently reported by Tradeshow Week, the Fairs to children in a variety of age groups, and a average direct labor and drayage costs for all of the Power Point presentation to assist in this process. major-venue cities in North America were tabulated. In the table below DEMA has compared these US In addition, for 2007 DEMA developed a pilot averages with those at DEMA Show during 2006 and program to encourage young professionals to attend 2007. DEMA Show. Called the “Immersion Program,” this

12 / Diving Community / November-December 2007 / divingcommunity.org Committee Accomplishments Trade Show Drayage & Labor Rates Compared

2006 U.S. 2007 U.S. % Change DEMA 2006 Average Average US Average vs 2007 DEMA 2006 DEMA 2007 % Change

Drayage Per CWT (Hun- $52.99/$47.69 $54.31/$48.88 dred Weight): Advance $61.27 $72.31 18% 2.5% (when shipping (when shipping Shipments to Official GES)Blended GES)Blended Service Contractor Composite Rate Composite Rate

Drayage Per CWT (Hun- $52.99/$47.69 $54.31/$48.88 dred Weight): Direct Crated $54.97 $66.46 21% 2.5% (when shipping (when shipping Shipments to Exhibit Hall GES)Blended GES)Blended Composite Rate Composite Rate

Drayage Per CWT (Hun- $52.99/$47.69 $54.31/$48.88 dred Weight): Direct Crated $72.49 $85.63 18% 2.5% (when shipping (when shipping Shipments to Exhibit Hall GES)Blended GES)Blended Requiring Special Handling Composite Rate Composite Rate

Drayage Per CWT $52.99/$47.69 $54.31/$48.88 (Hundred Weight): Direct $82.52 $99.11 20% 2.5% (when shipping (when shipping Uncrated & Loose Ship- GES)Blended GES)Blended ments to Exhibit Hall Composite Rate Composite Rate

General Labor/Decorator/ $68.14 $72.16 6% 2.7% ST $58.45/OT ST $60/OT $98.50 Hour $95.95

Rigger/Hour $72.74 $84.68 16% 10% ST $68/OT $102 ST $74.80/OT $112.20

-17% Audio-Visual Labor/Hour $62.63 $57.11 -9% (changed $60/Hr, 4 hr min. $50/Hr, 4 hr min. companies)

Security Guard/Hour -26% (Unarmed) $18.15 $20.58 13% (changed $50/Hr, 3 hour min. $22/Hr, 5 hour min. companies)

Booth Cleaning / Sq. Ft. $0.29 $0.31 7% 3.8% $0.26 $0.27 per Day

Forklift with Operator/High- $176.67 $205.95 17% 2.5% ST $167.85 OT ST $172.25 OT est Weight Range/Hour $242.10 $248.25

Forklift with Operator/Low- $147.40 $158.78 8% 2.5% ST $109.40 OT ST $112 OT est Weight Range/Hour $146.15 $149.75

divingcommunity.org / November-December 2007 / Diving Community / 13 Committee Accomplishments Sh i p s t o Re e f s Pr o g r a m Co m m i t t e e operating as the repository of the information Dave Riscinti, Chair currently available. Information will be The US Government has a large inventory of retired continually updated and posted to the site. vessels in storage (some from as far back as WWII), • Conducted seminars at all DEMA Shows since many of which MUST be discarded. According to a 2004, as well as many consumer shows as a means study used by the US Government to determine the of informing the diving public about the disposition of these vessels, it is both economically availability and potential for these retired vessels. feasible and ecologically responsible to dispose of • Attended “reefing” workshops and helped support them by making them into artificial reefs, either for use different efforts around the country including the by the diving or fishing industry. DEMA began this sinking of the Oriskany and the Vandenberg. program in 2004 to act as a repository of information for the diving industry in order to help facilitate the DEMA’s resources are also being used to help acquisition and sinking of these retired US warships construct and promote a Ships-to-Reefs bill in Florida. for use as man-made reefs for diving. The bill has several sponsors in the Florida legislature and if passed can act as a model for other states to DEMA’s mission for the project, as set forth by acquire and reef these retired vessels. the Board of Directors, is “To establish a complete resource center via Internet and other means which helps the dive community initiate and execute local To establish a complete Ships to Reefs projects.” This limited scope may change over time, but has helped direct the program resource center via Internet and since 2004. other means which helps the dive

Within the scope of this mission, DEMA’s reach community initiate and execute and resources are used to introduce the program to local Ships to Reefs projects. DEMA’s members and the industry, and help promote

the program’s benefits to member’s communities and Le g i s l a t i v e businesses by increasing diver acquisition, retention Jim Byrem, Chair and travel. DEMA has been involved in monitoring a number of legislative efforts around the US. Bellwether states Objectives: for diving include Florida, Hawaii, and California, • Utilize DEMA Show and consumer dive shows to but legislation that affects diving (either positively or introduce and educate the Industry on the program. negatively) can occur anywhere in the world. DEMA • Create a website to serve as a library and aid for uses several methods to monitor legislation including those interested in the program. getting assistance from DEMA corporate and retail • Encourage communication among those interested members. in the program through programs at DEMA Show and other venues. Wherever possible, DEMA’s position has been to closely monitor legislation through the local To date DEMA has: association of dive operators and determine which • Gathered the resources that organizations need to direction the association prefers, lending assistance start local Ships to Reefs Projects. DEMA with determining the possibilities where needed. acquired information by tapping into the expertise Where needed, DEMA advises these operators and of its members who have already placed some of associations on the various scenarios given the these vessels as artificial reefs. legislative effort being put forth. • Developed a Website: Currently a DEMA- sponsored website called www.ships2reefs.com is

14 / Diving Community / November-December 2007 / divingcommunity.org Committee Accomplishments For the first time, DEMA hired a professional lobbyist during 2007 to assist in monitoring legislative activity Site Selection and Timing of DEMA Show that affects the diving industry. As a result, DEMA Site selection and timing of DEMA Show are based on has participated directly in several legislative-related the benefits to exhibitors and attendees, including hotel projects: room pricing and proximity to the convention center, exhibitor rates for labor, and other factors. • Issued a Position Statement on Marine Protected DEMA Show Attendees and Exhibitors have indicated Areas in California. through surveys and stakeholder meetings that Las Vegas and Orlando were among the best cities for them in • Issued a recommendation to the California Fish which to attend and exhibit at DEMA Show. Establishing and Game Commission for appointment of a a location rotation with Las Vegas and Orlando is a specific individual. reflection of DEMA customer’s needs. As a result, DEMA Shows will be held in the following rotation: • Developed the first attempt at a Ships-to-Reefs bill in Florida. 2007: Orlando, Florida 2008: Las Vegas, Nevada • Acted as a source of information for the media 2009: Orlando, Florida and the legislature during diving incidents 2010: Las Vegas, Nevada involving artificial reefs in Florida. In addition to these customer-selected venues, surveys and stakeholder meetings clearly indicate that there is a variation in timing preference; one that is dependent on the stakeholder and their business cycle, as well as their particular geographic location. Information gathered from retailers and others that have participated in DEMA’s stakeholder meetings, surveys, and PowerUp sessions, have indicated that there are two keys to encourage DEMA Show participation: hold the Show at a time when there is as little direct interference as possible with the varied stakeholders’ businesses, and make sure that the Show is conducive to conducting business. DEMA has focused on augmenting the benefits to attending the Show. Initiatives have included the tightening of buyer registration procedures and the production of solid educational opportunities that provide opportunities for attendees and exhibitors to learn new methods to grow their business. These benefits are in addition to the buying and selling opportunities and the chance to see new equipment as well as network on a face to face basis, all of which have been and will continue to be the hallmark of DEMA Show. Timing the Show to meet the varied geographic and business cycle needs for our industry has proved challenging. Conducting the Show in early to mid- October caused conflicts with many retail businesses, and the late-January timing of DEMA Show in its first 25 years caused just as many conflicts with other industry businesses in different parts of the country and world. Through surveys and stakeholder meetings it became clear that the timing for DEMA Show that produced the least amount of business interference for both exhibitors and attendees is in the period from the end of October through the first several weeks in November (just prior to Thanksgiving). The Shows have now been booked as close to this time frame as possible for the venues requested by DEMA exhibitors and attendees.

divingcommunity.org / November-December 2007 / Diving Community / 15 DEMA MEMBERSHIP HAS ITS PRIVILEGES!

DEMA membership has many benefits that are designed to help support and promote diving businesses.

As the premier trade organization in the Recreational Diving Industry, DEMA produces the largest trade-only diving show in the world. DEMA Show attracts more than 10,000 diving professionals annually and more business is conducted at DEMA Show than at any other single location. 2007 is the 31ST annual DEMA Show, and DEMA member attendees and exhibitors receive special pricing and other benefits at the show.

In addition to voting privileges and Association updates, DEMA members also have access to information, support, and activities that non-members cannot access. MARKETING SUPPORT Starting in 2008, DEMA’s new website www.BeADiver.com will provide referrals to members from interested diving consumers that log on as a result of the promotions that DEMA conducts. DEMA Scuba Tour The Scuba Tour is a member only program that in 2007 has been responsible for generating more than 9 million media impressions for diving and for the participating retailers around the US, Canada and Mexico. The Certification Census The DEMA Certification Census measures the number of open water level diving certifications issued quarterly within the US and its territories. The data is available for use by businesses in determining the health and growth of the Industry, and is useful data for investors and financial institutions. The information also makes it possible for retailers to compare their own growth with that of the Industry. Retailer’s Econometric Business Index (REBI) The REBI program, which began in 2007, provides members with sales data at the retail level that can be used to determine the growth of the Industry, as well as provide comparative sales data for specific geographic regions and the US as a whole. Database Marketing Access DEMA members have access to industry and consumer databases for direct marketing opportunities.

1616 / Diving Community / November-December 2007 / divingcommunity.org DEMA MEMBERSHIP HAS ITS PRIVILEGES! continued Portable Displays Members have access to DEMA’s backdrop for consumer dive shows and the 10’ blow-up diver for promotions. BUSINESS SERVICE SAVINGS Siriani and Associations provides discount shipping on small package or truck, inbound & outbound, import or export. RPSI, Inc. - Specialty priced Credit Card Processing Premiere Global - Teleconferencing discounts. TRAVEL SAVINGS AVIS is DEMA’s preferred car rental company and offers substantial discounts to members LEGISLATIVE SUPPORT One of DEMA’s goals is to assist members in protecting and preserving the economic stability of the industry’s marketplace. This can include protecting our water and shore environments. Requests for support from members are reviewed on an ongoing basis and are evaluated by the DEMA Legislative Committee. Members Only: DEMA members include all five major stakeholder groups in the diving industry, and also allow for associate membership at the “B” level. Membership is open in each of the categories as described in the DEMA Bylaws. A-1 – Manufacturers/Distributors of Dive Equipment and Sales Reps A-2 – Diver Certification and Training Agencies A-3 – Publishing, Media, Dive Industry Consulting, Associations & Non-Retail Service Providers A-4 – Dive Retailers A-5 – Dive Travel and Resorts B – Associate Membership VOTING PRIVILEGES – Eligibility to vote in DEMA Association elections

MEMBERSHIP DUES # of Votes Dues are based on the following dues schedule:Dues Gross Income Category A Members: 1 $150 (new member $175) 5 Up to $500,000 $500 25 $500,001 - $2 Million $2500 0 Over $2 Million $100 All Category B Members: Membership dues run on a calendar year basis, January through December. divingcommunity.orgdivingcommunity.org // November-DecemberNovember-December 20072007 // Diving Community // 1717 Growing the industry: Diver Acquisition and Retention

Be A Di v e r Ca m p a i g n and highlight DEMA member retailers with direct links to their websites. DEMA will also fund a prioritization effort for web search engines to find BeADiver.com when it is launched. Be A Diver will include a complete overview of diving for the non-diving consumer, and will even have information to encourage certified divers to come back to the sport if they’ve been away a while.

EMA will launch one of the largest Learn About Diving Where to Dive/ customer acquisition campaigns in Diving Equipment Explore its history in early 2008, and will preview this important member-only programD at DEMA Show 2007. Resources Scuba Tour Retail Locator DEMA is working together with Chowder Inc., a New York City-based advertising firm to develop Re t a i l Ma r k e t i n g the advertising and promotional program which In addition to the advertising, PR and website will include a national television ad campaign, efforts, DEMA has developed a true marketing print ads and member-only materials that can effort to assist DEMA-member retailers in their be used in local and regional campaigns as efforts to find target customers. Using lifestyle a supplement to the materials already being segmentation data, DEMA’s retail specialist used. DEMA is also working with Adams will be able to help locate and reach potential Unlimited Public Relations to construct regional customers that fit the lifestyle and demographic and national PR campaigns that supplement profile of DEMA’s target consumer. the advertising, make recreational diving more visible, and increase the value of DEMA One of DEMA’s main objectives is to promote membership. recreational diving, and the Association has provided significant amounts of media attention More than two years of research and planning to the Industry over the last several years. has gone into the development of this customer Since 2005 DEMA has been working with acquisition campaign, and very specific an independent auditing company to audit all marketing objectives and measurements have media coverage of DEMA promotional projects. been developed to ensure that the program helps This is the only objective way to determine to grow the industry and gives the association a the amount of exposure and the value of the substantial return on the money spent. promotional projects to the Association. To date the independently audited results of this exposure DEMA’s Be A Diver campaign marketing plan, have been: including examples of the advertisements and the first cuts of the television commercial can be seen Date Viewership PR Equivalent at the two PowerUp sessions being held at DEMA 2007 to-date 9,019,429 $2,942,488 Show 2007. Much of the exposure diving has acquired has Be A Diver Website come by using DEMA’s highly visual Scuba Tour As part of the overall diver acquisition campaign, as a mode of attracting attention. Scuba Tour DEMA will launch its newly renovated consumer has also been successful in generating significant website, www.BeADiver.com in early 2008. The sales in the diving industry – around $1.3 million website will maintain updated lists of retailers, dollars annually during each of the last five years.

18 / Diving Community / November-December 2007 / divingcommunity.org Growing the industry: Diver Acquisition and Retention In order to utilize the Scuba Tour in the most diving and Scuba Tour footage) and other effective and efficient way possible, and to take promotional tools to promote diving in the local advantage of the media attention the Scuba media. In the upcoming mid-November event, Tour pool generates, DEMA began instituting a DEMA is also supporting a career fair program number of changes to this most visible program in concert with the local school system and other during 2007. Location selection, size and activities. compatibility of the media markets, the steps taken while operating with consumer dive shows, and the direction of our public relations efforts, all played a role in acquiring the PR value of the pool.

In early 2007, as a direct result of working with the 2006 Promotions Committee (2006 Chair, Wo u n d e d Wa r r i o r s Pr o j e c t Rick Stratton), DEMA developed and released With DEMA’s participation and help, six severely an education program specific to the Scuba wounded United States Servicemen, most of Tour designed to help retailers “close the sale” whom suffered limb amputations as a result of registering for a scuba class to prospective of injuries they sustained while fighting in the students that try diving in the Scuba Tour pool. Iraq and Afghanistan conflicts, met their goal The goal is to increase the current close rate by of becoming certified scuba divers in the Dutch 5% by the end of two years, and to double the Caribbean Island of Bonaire in August of 2007. percentage in five years. Army Sergeant Orlando Gill, with his wife As of this writing, DEMA has planned the first Maria and son Darius from Queens, New York; “Diving Weekend” promotion for mid-November Army Sergeant Anthony Larson, with his partner 2007 in Ft. Lauderdale Florida using the Scuba Nicole from St. Cloud, Minnesota; Navy Officer Tour pool as a centerpiece. The hope is to create Derrick Wallace with his wife Shaunyce from additional buzz around recreational diving, and to Washington, D.C.; Army Specialist Latseen showcase participating DEMA member retailers. Benson, with his wife Jessica from League City, Local DEMA member retailers are asked to Texas; Army Specialist Matthew Ceccato from participate in the promotion which is designed Sacramento, California; and Army Sergeant to be easy for the media to support (not a “sale,” Michael Buyas with his son Justin Orondo, which will receive little media coverage, but a Washington; tried scuba diving for the first in true promotion). DEMA sees the promotion for DEMA’s Scuba Pool during the Scuba Tour diving as being region or city-wide to the extent stops at the No Barriers Festival in Lake Tahoe, possible with an opportunity for all retailers to California and the Adaptive Water Sports Festival join DEMA and participate. in Breezy Point, New York. Both events were sponsored by Disabled Sports USA Wounded To help promote these events, the member Warriors Project. retailers and diving, DEMA will post information from each city-wide event on the new DEMA During their time in DEMA’s Scuba Pool, the consumer website, www.BeADiver.com (see six physically disabled servicemen and their below) and will retain the information so that families were introduced to freedom of scuba visitors will be able to see listings for the stores diving and the ease with which it is learned. that participate, and photos of the event(s). They quickly discovered that scuba diving is the first activity they can enjoy together because the In addition to inviting the media to these Scuba weightlessness of the water puts them on an equal Tour events, DEMA can provide “B roll” (generic playing field with everyone. Diving allowed the

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Warriors freedom from their wheelchairs and other prosthetic devices while simultaneously helping them to maintain a healthy, active lifestyle. Once the Wounded Warriors, their wives and children realized how easily scuba can help heal the whole family simply by allowing them to equally participate and experience new worlds, they began the dive certification process with dive centers in their local communities. Tony Larson returns to boats provided by Captain Don’s In mid-August the Warriors and their families came Habitat in Bonaire to Bonaire to complete the final step of the dive certification process, taking advantage of Bonaire’s Bringing Young Consumers Into the Industry. calm, clear and warm water and the Bonaire Marine There are several potential markets available to Park. The waters have no significant current or the recreational diving industry. While DEMA is tidal flow, so it is one of the most secure and stable primarily targeting the baby boomer, because they tend environments in which to receive open-water dive to have the time and money to spend on recreational certification. Bonaire is also a family friendly diving, it is also important to bring younger destination, so it enhances the objective of Disabled people into the industry, both as consumers and as Sports USA Wounded Warrior Project and DEMA’s professionals. joint initiative of ‘healing the whole family’ when a loved one comes home with life altering physical In order to address this issue, in 2006 DEMA created disabilities. a far-reaching youth acquisition program that involves many different levels of promotion, including While in Bonaire, the Warriors were treated like consumer dive shows, and other events. Focusing royalty as the residents of Bonaire rolled out the on high school aged children, DEMA is encouraging red-carpet for them with a dinner in the Governor’s young people to become involved in diving and mansion with Island dignitaries, nightly meals at diving-related careers, while acquiring publicity various establishments including a Texas-style for the activity of scuba diving. This “Youth Diver barbeque, island tours, the bestowment upon each Acquisition Program” involves using the Scuba Tour, Warrior of a Bonaire Ambassador’s medal and even a along with several other opportunities to provide parade led and escorted by the local Harley Davidson promotions for the Industry, all while targeting the club. youth market.

The mission of the Wounded Warrior Project, a non Supporting current member-operated dive consumer profit organization, is to raise public awareness and shows is of great interest to DEMA because these enlist the public’s aid for the needs of severely injured events can encourage more overall participation in service men and women, to help severely injured diving. Participating with consumer dive shows, service members to aid and assist each other, and to DEMA can assist the event, if needed, and provide provide unique, direct programs and services to meet overall Industry support with PR and media exposure, their needs. For more information DSUSA-WWP, and by promoting DEMA’s consumer initiatives such visit www.dsusa.org. as www.BeADiver.com, The Scuba Tour and “Ships to Reefs” programs.

As needed, DEMA will provide access to the DEMA Scuba Tour Pool and utilize DEMA’s PR firm to help generate publicity for diving and for the member- operated consumer diving event. With millions of media impressions in 2006 and 2007, the presence of the Scuba Tour has become a proven way to get publicity for the Industry, and can be helpful in drawing more non-divers to consumer diving events Latseen Benson and Wife Jessica diving in Bonaire that wish to partner with the Association. DEMA will also continue to make the DEMA “Ships to Reefs”

20 / Diving Community / November-December 2007 / divingcommunity.org Growing the industry: Diver Acquisition and Retention exhibit available and will run seminars for the Ships to “The students could not stop telling me what a great Reefs initiative at the consumer dive show, as desired. experience it was for them. Many said they now have ideas for some career paths, just the objective of the De e p Am b i t i o n s Aq u a t i c Ca r e e r Fa i r s day! I know it is an experience they will talk about During 2007 DEMA offered the Deep Ambitions years from now.” Donita Khouri, Science Teacher, Aquatic Career Fair to member-operated consumer Freedom High School. dive shows. To the extent that regional school district rules and schedules allowed them to participate, these Br i n g i n g i n Yo u n g Pr o f e s s i o n a l s Career Fairs were successful in getting kids interested In addition to bringing in young consumers, DEMA in careers that involved learning to dive while helping also recognizes the importance of encouraging early to promote the member-operated consumer dive event. participation in the industry by younger diving DEMA will continue this effort in 2008. professionals.

In addition to organizing these events with interested Many instructors and professionally-certified member-operated consumer dive shows, DEMA diving leaders do not fully engage in the industry has also created a “How-To Guide” available to until some time after first becoming certified at the member retailers who wish to create their own local professional level. Many may not see the full extent and regional Deep Ambitions Aquatic Career Fairs. or professionalism of the industry until they come to Such a program also has the effect of drawing local their first DEMA Show. Since individuals certified publicity, and will help get local kids and their parents at the professional level (ie: instructors, divemasters, acquainted with diving and aquatic-related activities dive control specialists, and assistant instructors and and careers. others with professional credentials) have long been permitted to attend the trade-only event, DEMA developed a pilot education program for DEMA Show 2007 to encourage these typically-younger professionals to attend.

The “Immersion Program” consists of a one-day pass to DEMA Show, offered at a lower registration price and good only for Saturday, November 3rd. In addition, DEMA has worked directly with several A-2 DEMA member training organizations to provide education programs that are designed for the new Youth Diver Acquisition at DEMA Show 2007 diving professional. The following educational DEMA again will host a Deep Ambitions Aquatic programs are being offered in 2007: Career Fair in Orlando, Florida as part of DEMA Show 2007. DEMA is again working directly with Using Travel as a Means of Acquiring and Freedom High School in Orlando Florida to bring high Retaining Customers Speakers: Doug McNeese, school kids to this event, and over 150 marine science Executive Director and Lisa Mitchell, Business students will participate in this year’s program. Consultant, Scuba Schools International Many potential diving customers first try diving in a In addition to the Career Fair, kids will also have the resort location. This session describes ways to capture opportunity to try diving at the Show, and will be these potential customers and turn them into divers escorted through the Show to assure that security of after they return from their resort vacation! the trade-only show is not breached. The kids will also hear about different careers from DEMA members Career Paths in the Diving Industry Speaker: who have volunteered their time to talk to the kids James Morgan, Vice President Training & about aquatic careers that also involve learning to dive. Customer Service, PADI Americas This is a description of the many careers that involve Following the 2006 Deep Ambitions Aquatic Career diving, including the marine sciences, dive instruction, Fair, DEMA received the following message from one law enforcement, environmentally-related, teaching, of the teachers involved: writing, photography, and many more. All encourage or require diving as a basic skill.

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Digital Photography as a Means of Acquiring and the future. As with all who register for DEMA Retaining Customers Speaker: Speaker: Mike Show, these pros are required to provide appropriate Luzansky, CEO/Owner, H2O Photo Pros documentation before entry is permitted, and they Photography is a great way to get potential customers are provided only with Show credentials that are involved with diving and to keep them active once appropriate for their level of certification and they are certified. This session presents the basics qualifications. of what is needed to produce easy digital photos to encourage the customer’s involvement and retention. Re s e a r c h DEMA has been involved with several research As with everyone attending DEMA Show, projects since 2003. Research can typically be broken professionals obtaining the Saturday-only Immersion down into primary (conducted directly by DEMA) and Pass are required to present a photo ID on site (such as secondary (research conducted by another source). a driver’s license or photo diving certification card or For some projects DEMA has relied on member- similar) when picking up badge holders and/or badges. owned research which has proven to be dependable In addition, the following credentials are required for for projects within the diving community itself. For entry to DEMA Show 2007: projects that require additional corroboration of results, DEMA has sponsored primary research that DIVE STORE STAFF, TRAVEL INDUSTRY provides data which can be confirmed by a third party. PROFESSIONALS, OTHER INDUSTRY PROFESSIONALS Ce r t i f i c a t i o n Ce n s u s Present onsite in order to pick up badge and/or badge holder: Thanks to the certification organizations data has 1. Photo ID (driver’s license or photo diving been made readily available regarding the number of certification card or similar)PLUS divers certified each year. Starting in 2003, DEMA 2. A business card with their name and position listed began gathering the data on Open Water level diver as well as the name of the business under which the certifications as a measure of growth for the Industry attendee is registering PLUS at large. This is an important statistic for the Industry, 3. One of the following: especially at the level of entry certifications as it is a. Copy of current (last 12 months) business license indicative of the health of the sport. with name of retail business OR b. Paycheck stub with registrant’s name on it from The cooperative effort between all of the certification the diving business, dated to within 60 days prior to agencies includes reporting their certification the Show; OR information to an independent, third party auditing firm. The numbers are reported to DEMA only in c. Tax ID# along with the name of the retail total after the third party auditing firm does a thorough business OR review of the data and removes any duplications that d. International Identification - business registry appear across agencies. This process is designed information used in the country of origin or which to make the Census totally anonymous with regard permits buying in the US to training agencies and to produce an accurate INSTRUCTORS, ASSISTANT INSTRUCTORS, accounting of the totals within the US. DEMA never AND DIVE MASTERS/CONS, ETC. (Not registering sees the individual agency totals, only the aggregate as dive store staff): total. Present onsite in order to pick up badge and/or badge holder: 1. One of the following: a. Photo diving certification card that indicates the level of professional certification achievedOR b. Non-photo certification card with appropriate leadership credentials PLUS a valid photo ID

Instructors, Assistant Instructors, Dive Control Specialists and Dive Masters are NOT qualified to receive a “Buyer” designation and are therefore ineligible to receive pricing information. DEMA hopes to continue encouraging recently- certified professionals to attend DEMA show for

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Ma n u f a c t u r e r ’s Ec o n o m e t r i c Bu s i n e s s In d e x for retailers and for the consumer. Banks and lending (MEBI) institutions need this data to make intelligent decisions For more than 20 years, DEMA has gathered and on the growth of a business. reported data on sales at the manufacturing level. The data is reported by those manufacturers that In a manner similar to the MEBI program, the REBI voluntarily participate in the program and is gathered program will gather information from voluntarily by a third party administrator on a monthly and participating retail dive centers around the US through quarterly basis. The individual manufacturer’s third party administrator. The individual retailer’s information is kept confidential and only the aggregate information is kept confidential and only the aggregate is reported to participating companies. is reported to participating companies. Aggregates are reported nationwide, and regionally so that the Data from the ongoing MEBI research program is used information is more useful to the participating retail by manufacturers to compare their sales with those in stores. the Industry, to give them market share information and to help determine trends. REBI is a new program for DEMA which began in 2006. Be sure to attend one of the REBI mini- seminars at the DEMA Retail Resource Center at DEMA Show 2007.

Re t a i l e r ’s Ec o n o m e t r i c Bu s i n e s s In d e x (REBI) Reliable regional and nationwide information regarding dive center retail sales taking place in the US is needed by many Industry stakeholders. Retailers need the information as a comparison tool for their own operations. Manufacturers and retailers can use this data to determine the trends retailers in different regions and to determine inventory needs

divingcommunity.org / November-December 2007 / Diving Community / 23 DEMA Show 2007: Back In Orlando!

elcome to DEMA Show 2007! this program, which will supplement your own DEMA is back in Orlando company ads and promotional campaigns. With Florida, with all of its great family the backing of DEMA’s PR firm and the assistance entertainment, central and east coast of a major advertising agency, DEMA will launch WFlorida dive locations, and close-by Caribbean travel the campaign in early 2008. Be sure to attend these opportunities. Orlando remains a favorite city for sessions, held at 8:30 am (before the Show opens) on DEMA attendees and exhibitors and we are pleased November 2nd and 3rd. to be here! This year’s Show will celebrate the late fall holiday season, while showcasing more than 600 DEMA will hold a Member Update & Continental exhibitors offering the hottest products, services and Breakfast on the morning of Thursday, November destinations available in the industry today. 1st. The event will begin at 8:30 am and is being held at S210A in the Orlando DEMA Show 2007 brings Convention Center. The together top-notch presenters Member Update is open and an educational program to all attendees and comprised of more than 25 exhibitors, and includes a DEMA-sponsored seminars complimentary Continental focused on diver acquisition Breakfast. Please join us to and retention. In addition to see what your Association DEMA-sponsored programs is doing for the Industry, there are hundreds of hours meet current DEMA Board of exhibitor and agency- Members and old friends, sponsored seminars designed as well as the 2008 Board to help every aspect of your of Directors candidates, and business, and provide you see what else DEMA does with some of the best tools in addition to producing available to better manage DEMA Show! your diving business. Friday November 2nd is a The 2007 DEMA Show very busy day at DEMA will reflect some dramatic Show 2007. DEMA changes to DEMA’s will conduct the Deep operations. During the last Ambitions Aquatic Career 12 months, thanks to the DEMA Board of Directors, Fair Program to help bring younger people into the DEMA has engaged in developing and implementing industry, and as was the case in the 2006 inaugural a total industry marketing plan to help the industry program, Orlando area high schools are participating acquire new divers. The plan, complete with print with this exciting program by bringing in local area ads, direct assistance to DEMA member companies, marine science students. The kids, aged 16 to 18 and even television ads, will be unveiled at DEMA will learn how to get involved in exciting careers that Show’s 2007 PowerUp sessions. DEMA members involve all types of diving – from marine science to and Show participants will see the new program’s law enforcement - and have the opportunity to meet action steps, advertisements, and marketing data some of our industry’s brightest and best celebrities. in two information-packed sessions. EVERY They’ll learn about potential careers that involve DEMA member company can participate with diving, have hands-on experiences with robotic

24 / Diving Community / November-December 2007 / divingcommunity.org DEMA Show 2007: Back In Orlando! technology and marine environmental issues, try scuba the tribute, along with some great vintage diving in the Scuba Tour pool and actually tour DEMA Show equipment at the HDS booth. in closely supervised groups. DEMA has conducted Deep Ambitions Program Career Fair Programs all As every year, there’s a lot to do and see at DEMA during 2007 in various locations throughout the US Show 2007 so take advantage of the educational and as part of the DEMA Scuba Tour. If you have not yet business opportunities to be found here. Find out more seen this program in action, come by the Scuba Tour about this program in the Retailer Resource Center pool Friday and see what it is all about! located in Booth #2227.

DEMA is again privileged to have the fabulous and famous Zale Parry as hostess of DEMA’s Hall of Fame booth. Here DEMA pays tribute to those who have made outstanding contributions to our industry. Visiting this area is a great way to catch your breath, meet Zale and get to know something about those who have helped to make diving what it is today! DEMA is also again a proud partner with the Historical Diving Society. HDS has put together a fantastic tribute to that iconic television show “Sea Hunt,” on this the 50th anniversary of the pilot show’s release. See

divingcommunity.org / November-December 2007 / Diving Community / 25 Get To Know the DEMA Staff! June’s first DEMA show was in 2002. She began by setting up and managing the DEMA Store, which was challenging and a lot of fun. The part time position became fulltime in 2003 working as an Administrative Assistant. Through the years her responsibilities have changed, and she now works closely with DEMA’s Board of Directors and DEMA Members as DEMA’s Membership Coordinator.

Working at DEMA has been very rewarding. DEMA has such a great team and they really enjoy their days working to help promote and support the Scuba Diving industry. Their efforts continue to bring in new members and help build and prepare the diving industry for the next generation.

June really loves to travel. When not traveling, you will find her on the weekends at her family cabin up in Big Bear, California. In the mountains, she enjoys skiing, hiking, boating and walking her fat yellow Labrador, Nellie. June French Membership Coordinator

Tom Ingram, DEMA’s Executive Director has been involved with the Diving industry for more than 30 years. Born and raised in Florida, Tom started diving at the age of 11 and became involved professionally in 1974.

In addition to instructional experience, Tom has been involved with retailing and live-aboard travel, and was the Department Head and Faculty for the Sport Diving Program at Florida Institute of Technology. He also started and headed the first four-year degree program in Recreational Diving Management at Barry University in 1987, and ran college business programs as well a heading the SBA’s Small Business Development Center in Sanford, Florida before joining Scubapro and moving to Wisconsin.

Tom came to California in 1998 as Scubapro’s Director for Technical Marketing, later leaving to join Tom Ingram Aqua Lung’s Sporting Goods (swim) and Pro Dive divisions. Tom has been working at DEMA since September of 2002. Executive Director

This is Laura’s third DEMA Show, and she’s lovin’ every minute of it! She began with DEMA as the Membership Coordinator, and now works as DEMA’s Accounting and Operations Manager. Laura strives to be a positive face to the industry, bringing with her over 18 years of Administrative and Of- fice Manager experience which has contributed greatly to her duties at DEMA.

When she’s not contributing to Team DEMA, Laura enjoys the company of her favorite man, her family, and watching informative television shows such as the Discovery Channel and National Geographic.

Laura Loomis Accounting and Operations Manager

David Reidenbach is the Pool Tour Coordinator for DEMA. The Scuba Tour is a year long tour that traverses the United States stopping at 2 and 3 day large scale venues with a 25,000 gallon portable pool setup, all the newest diving equipment and scuba wear, as well as dressing rooms complete with towels and blow dryers. The focus of DEMA’s Scuba Tour is to raise awareness of the dive industry and introduce new people into the diving world in a non-threatening environment.

Fondly known as “Big Wave Dave,” Dave brings over 30 years of diving experience to DEMA. Dave has been a retailer, a Course Director with PADI, and a media presence for the DEMA Scuba Tour since 2002. Under Big Wave Dave’s direction, the Scuba Tour has logged over 400,000 worldwide miles having traveled throughout the United States, Canada, and Mexico. To date, over 125,000 people have had the unique ability to be introduced to and experience scuba diving virtually in their own back yard. The Scuba Tour appears at approximately 30 venues a year and has been covered by national and international media.

“Big Wave Dave” Dave’s scuba diving travels include all of the Hawaiian Islands, Fiji, Wisconsin, Turkey, Bonaire, Reidenbach and the Bahamas. Though scuba diving is his most passionate sport, Dave also enjoys skiing as well as under-water photography. He currently lives in Neenah, WI with his wife and 2 daughters, all of Retail Specialist whom are also avid and extremely skilled scuba divers.

26 / Diving Community / November-December 2007 / divingcommunity.org Get To Know the DEMA Staff! As Coordinator of the Diving Equipment and Marketing Association’s (DEMA) grass roots program, The Scuba Tour, Jeff Mohr brings with him over 17 years of diving experience. Born in 1953, Mohr grew up in Orange, Connecticut and graduated from Amity High School in 1971. He then joined the Army as a Military Police Officer where he served the majority of his 10 year tour stationed in Germany. Upon his discharge from the military, Mohr spent the next ten years working for Kimberly Clark. Certified by DEMA Retail Specialist “Big Wave Dave” in 1990, Mohr became a scuba instructor and began teaching in 1991 at Inland Seas Diving Academy in Neenah, Wisconsin. Two years later, Mohr moved to Brandon, Florida where he served as a scuba instructor at Woods and Water for one year before moving back to Wisconsin, where he has been teaching scuba at Mountain Bay in Appleton ever since. In 2002, Jeff became a Master Scuba Diver Trainer and for the past few years he worked closely with the Winnebago Fire Department in training their Dive Team as well as training the members of the Jeffrey Mohr Alleghany Sheriff’s Department Dive Team.

Pool Tour Coordinator Mohr’s 17 years of diving experience has taken him to The Great Lakes, Florida and Bonaire. While not touring, he spends his time at home in Menasha, WI with his wife Kris, who is also a certified diver.

Nicole joined the DEMA staff in the fall of 2002, while completing work at The University of San Diego for a Bachelor’s of Business Administration. Over the past 5 years she has filled numerous roles within the Association and currently oversees many of DEMA’s projects and operations in her position as Managing Director.

She currently serves on the Board of Directors of The San Diego Oceans Foundation, a 20 year old, non-profit organization devoted to the stewardship of the region’s marine waters. She enjoys boating, traveling and spending time with her family and friends.

Nicole Russell Managing Director

Colleen Vasquez was promoted to Associate Director of the Association in 2007. She also continues to serve as the Controller and Special Events Coordinator and has been with the Association for almost 6 years. She first came to the Association as the accounting supervisor back in January 2002 with over 20 years of financial and accounting experience. Since that time she has become responsible for all of the financial aspects of the Association working in coordination with the Executive Director and under the direction of the Treasurer, Finance Committee and DEMA Board of Directors.

In addition to overseeing the day-to-day duties of the accounting staff and show management company, Colleen is responsible for many other financial activities and contractual obligations of DEMA including, but not limited to, cash flow projections and budget preparation and compliance; financial reporting to the Board and membership; negotiating hotel, convention center and other DEMA Show contracts; and coordination of the annual internal audit of the Association. Colleen is Colleen Vasquez also responsible for the planning and coordination of all of the onsite special events at the DEMA Associate Director/Controller Show, including the DEMA Awards Party.

The Former Joyce Turner is now Mrs. Joyce Washington, yes she recently married the love of her life on September 22, 2007. She has been employed by DEMA for 1 year and 4 months where she started as Accounting Assistant/ Receptionist and now as their Operations Assistant / Receptionist. She has been in the Accounting / Administrative field for 14 years. She enjoys meeting new people and facing a new challenge. This will be her second DEMA Show and she is very excited about it. In her spare time, Joyce enjoys spending a lot of her time with her new husband Ben, shopping for shoes, and reading a good book

Joyce Washington Accounting Assistant/Receptionist

divingcommunity.org / November-December 2007 / Diving Community / 27 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.

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