Tom Ingram—An Interview With DEMA’s Director Text by Rosemary E Lunn. Photos courtesy of Tom Ingram, , Dan Orr, Alese Pechter, Barb Roy and Peter Symes The month of November sees were presented with a little green Sharkskin long sleeve jacket some the return of the international paper card that said we were divers, years later. but the course itself was pretty basic, Living in South Florida, a lot of our dive industry trade convention, involving mostly “self-study,” a couple early diving was done in some of the DEMA Show, to Orlando, of short pool sessions and diving off the local flooded limestone quarries, Florida, USA. In a peek-behind- Miami Beach and in a rock quarry. sink holes and marl pits nearby our the-scenes conversation with The self-study itself was pretty short house (complete with gators, snakes, too—the book we studied was a thin and the occasional sunken car or Tom Ingram, Executive Director green how-to guide called Skin and other debris), off the beach in Fort of DEMA ( . This was new at the Lauderdale and Dania (I saw my first and Marketing Association), time, and as I recall, featured a lot of shark there), and of course, in the Rosemary Lunn’s interview brand equipment. We also Florida Keys. used the first edition of the U.S. Diver’s We dove with several operators out reveals an engaged, enthusi- publication, Let’s Go Diving. of Key Largo. Later, when we could astic diver who is passionate Sometime after receiving our “cer- get a ride, we made the three hour about our industry and the tifications,” we also discovered an trek to Big Pine Key, where we would early edition of The New Science of rent a 13-foot open Boston Whaler business of diving. Skin and Scuba Diving—a much more with an outboard and motor. We comprehensive book. After reading would take it out to Looe Key , RL: Where did you learn to dive? that one, we found out how much seven miles away from the marina we really didn’t know! and what seemed like out in the mid- TI: I was born in Florida, and grew up We bought equipment with our dle of the ocean. Boy, did we get in Miami. I was fortunate enough to life savings (several hundred dollars sunburned! have an older brother who became judiciously saved after mowing neigh- Eventually we bought a 1965 VW a ready-made and long-time dive borhood lawns and doing household bug, folded down the back seat, buddy. chores). I cannot tell you how proud I filled the back to the brim with four We got started in diving because was of my Mistral single-stage double- scuba tanks and dive gear for two, my Dad was the manager of a hose regulator and how long it took and started driving to Key Largo and Woolworth store on Miami Beach, until I could finally afford a Mae-West points south almost every weekend. and Woolworth’s actually sold dive style vest. By far, one of my happiest moments equipment! As a result, Dad was con- Eventually, I purchased a 1969 in those early days of middle and nected to a local dive store, and we model Calypso single hose regulator, high school was buying a camera got “trained” to dive by one of the the last of the diaphragm first stage and underwater housing. Looking instructors there. versions of that model. Later, I finally back, that first set up wasn’t much— In 1965, I was all of 11 and “certifi- bought a tank gauge and an Instamatic Camera and a hous- cation,” as such, was “kind of option- a capillary . Luckily, in ing that allowed the use of “flash al” for most divers and operators. At South Florida, weren’t critical, cubes”—but it took pictures and it the completion of the “course”, we but I eventually did buy a Parkway was fun. I even took second place in

peter symes

56 X-RAY MAG : 57 : 2013 EDITORIAL FEATURES TRAVEL NEWS WRECKS EQUIPMENT BOOKS SCIENCE & ECOLOGY TECH EDUCATION PROFILES PHOTO & VIDEO PORTFOLIO Tom Ingram Tom Ingram at Trinity diving the Caves, Cayman Islands Cayman (right); Reflection, by Tom profile Islands Ingram, 1985 (below) Ingram Dave Reidenbach American “English” refers to a six-pas- ing, using and attended—in fact, senger . I spent a lot of time (heresy in the this is where Dave as a student doing weekend work as a early 1980s), rebreath- and I first met. and dive guide aboard those ers, and I operated Over the years, I smaller boats in West Palm Beach, Florida the university’s rec- was fortunate to work and other places, too, and spent some ompression chamber in retail, divemaster- time on bigger boats as well. both as an inside ing with six-pack and tender and outside larger charter dive RL: What type of diver are you? operator. operations, early I had access to an boats, TI: I was involved with university dive pro- education in com- manufacturing, and grams beginning in the late 1970s through mercial diving at of course dive instruc- the early 1990s—first as an equipment Florida Institute of tion in stores and later repair technician and teaching assistant Technology, so I went in universities. and much later as Department Chair. through the commer- During that time, I tried (and taught) most cial diving program RL: “Divemastering everything, from open water to wreck div- there, diving in nearly with six-pack”— care to explain this in “English”, Tom? I don’t think you really said, “I went diving with six cans of beer.”

TI: Well, there was, most certainly, beer… but a six-pack in

cathy church a school photo contest with a picture of a reef that was published in the school yearbook, using just that point-and-shoot cathy church system. every commer- we regularly participated in deep and After diving for five or six years using cial rig one can extended diving in those that little green “certification” card, my imagine. I spent days, and we had our fair share of sneak- brother and I decided to take a real weeks at a time ing into dive sites that were (at least scuba course from the local YMCA. The in the Mark V theoretically) off-limits to most. We were green card was becoming more prob- helmet diving in involved in shark feeding and diving long lematic, as stores and dive operators zero viz, in har- before the advent of chain-mail suits, started checking cards on a regular basis bors and the like. and before it became a commercially before we could get air or get on the I also dived the viable enterprise. boat. The YMCA course was pretty com- Superlite 17 for a I was a geologist working in the mining plete, lasting about six weeks. variety of tasks industry before teaching at the universi- Eventually, I found myself becoming an and used other ties, and one of my favorite places to “advanced” diver, a PADI Divemaster in surface sup- dive was in the caves of northern Florida. 1974, a NAUI Assistant Instructor in 1974, plied equipment, As an undergraduate at the University of and a NAUI and PADI Instructor in 1976, which were state Florida in Gainesville, I even did my senior as well as a NAUI Instructor Trainer in 1983 of the art at the thesis based on the geology and make- and a PADI Course Director in 1988. This time. up of the caves and springs and taught was the same program that “Big Wave” As instructors, diving there to put myself through school. Ingram preparing for a dive in the mid-1980s

57 X-RAY MAG : 57 : 2013 EDITORIAL FEATURES TRAVEL NEWS WRECKS EQUIPMENT BOOKS SCIENCE & ECOLOGY TECH EDUCATION PROFILES PHOTO & VIDEO PORTFOLIO Tom Ingram shark diving in the , South Australia (left); Tom Ingram’s images of the great white sharks of the profile Neptune Islands (below) Ingram for Scubapro for years, and when I left in 2000, the company made one of these for me (which, unfortunately was not made from the original orange material… but the design and fit were perfect). Along the way, I have always loved my extra-large Scubapro Jet fins and my and Scubapro regulators, too. With the difficulties today of travelling with our favorite pieces of equipment, I have come to love my little (and highly transportable) GoPro video camera with twin Sola 1200 video lights. I have always had a passion for underwater photog- raphy, and while I love my Sea and Sea housing and Canon DSLR, GoPro camer- as are just fun. Video (even as elemen- tary as GoPro video) is still pretty new to me, but I enjoy it.

RL: Favourite dive site?

TI: I’ll always answer this question the same way; it depends on what I am looking to do. I love the Bahamas, the Cayman Islands and Hawaii for the warm While teaching, we had our fair share ence was teaching commercial div- and I consider myself water, sea life and clar- of dives in the muck of the Indian River ing applications in ‘dirty water’, and I fairly flexible with ity. San Diego has great and in unexplored sinkholes around became pretty good at that. I also pho- regard to how and wrecks and kelp and Florida. I was involved in sinking some of tographed my share of catalogs and ads where the dive is con- the Channel Islands in the artificial reefs/wrecks in the Martin and even had the opportunity to shoot ducted. Safety is the California was one of County area in the early 80’s. In those pictures for magazine articles over the main concern, but the most beautiful (and days, I also worked summers with the years. we have fun no mat- coldest) dives I have ever Mel Fisher operation, managing the East These days I dive as often as (and ter what! And since I done. Coast Shipwreck project, and was for- where) I can. I live in San Diego and intend to be around Diving in Australia with tunate enough to be around during the there’s great diving here, although it is for a while, I have , Carl Roessler time when the structure of the Nuestra different from the dives I did early in my decided that I should stay more or less in and SubSea 150 Strobe, to my and Geri Murphy was the dream of a life- Senora de la Atocha was located down career. Fortunately for me, my travels shape and be conservative on my dives. DecoBrain—one of the earlier micro- time for me and is one of my favorite div- in the Keys. I was always fascinated by take me to some fun and interesting But I am still up for a grand adventure processing dive computers. ing memories. The water was cool, and history and relished the chance to dive places, which have local/inland dive where I can find one. When they first came out, one of my the visibility was just perfect for the big on these shipwrecks. sites, and sometimes to places where I favorite pieces of equipment was my white sharks to “loom in” out of the dis- One of my greatest pleasures was can ocean dive in warm and cold water. RL: What is your favourite piece of kit? Scubapro Stabilizer Jacket—you know, tance. Those sharks are amazing animals, teaching at I usually try to dive if I am travelling—it the orange one that laid flat against and for me, it was an amazing adven- both FIT (Florida Institute of Technology) gives me a sense of what the local dive TI: It has changed over the years and has your body? When I was weighted prop- ture. and Barry University in Miami, which I did operators are doing to teach their stu- included photography equipment such erly, this was the most comfortable and Just recently, I really enjoyed diving for about 15 years. Part of that experi- dents and keep their customers active, as my trusty III with a 15mm lens easy to use BC I ever owned. I worked inland in a series of Texas lakes, while hid-

58 X-RAY MAG : 57 : 2013 EDITORIAL FEATURES TRAVEL NEWS WRECKS EQUIPMENT BOOKS SCIENCE & ECOLOGY TECH EDUCATION PROFILES PHOTO & VIDEO PORTFOLIO THIS PAGE: Tom Ingram’s imag- es of great white sharks and fur seals of the Neptune Islands, profile South Australia Ingram RL: Who is your dream dive buddy, Tom? of during which the late visited the deeper TI: Someone who shares my passion for wrecks in Truk Lagoon. I know that many diving and interest in the site, and who of those ships are now in dilapidated also doesn’t mind that I am dragging condition after being submerged for 50 kilos of photo gear with me on the almost 70 years. I want to see those WWII boat or in the water. If they are willing to wrecks before they completely disinte- help me find subjects to shoot, or willing grate. to watch my back while I am shooting, Really, anywhere in the South Pacific that’s all the better! beyond Hawaii would be a great start, especially if there are wrecks of any kind. RL: Dream dive destination? RL: Best dive book ever read? TI: I had the opportunity to realize one dream destination when I travelled to TI: There are way too many good ones Australia and went white shark diving with out there to pick just one. Rodney, Carl and Geri. In the early 1970s, by is one my brother and I must have seen [the film] of the best-written most interesting of the recently published diving-related books. Blue Meridian— The Search for ing DiveCaches (underwater geocach- ing is the desire to take The Great White diver, especially for a young teenager at es) there. And of course, diving in Fort pictures. As I said, video Shark by Peter the time, this book presented all the fun Lauderdale, West Palm Beach and the is pretty new to me, and Matthiessen was a and adventure of diving and the activi- springs in Florida were all favorites when I I am enjoying learning book about one of ties around diving. lived and taught diving there. on a relatively inexpen- the first expeditions In the 1980s, I picked up a copy of Carl sive system. But whether to seek and film Roessler’s book, Mastering Underwater RL: Best country visited? I am shooting video or the great white Photography. I’ve tried hard to mimic stills, I find myself a bit TI: The people I met in Australia were disappointed if I cannot some of the nicest I have ever known. I take some sort of picture also have great friends in Cayman and in while I am visiting a dive the Bahamas. From a diving perspective, site. all these countries are first-rate in their own way. RL: You say you are into the Civil War. Did you RL: What motivates you to go diving? get the chance to dive the Monitor? And if so TI: Lots of things come to mind; I love the what was the dive like? social aspect of diving, meeting new people and finding out we have diving in TI: Unfortunately, I never got the chance Blue Water White Death ten times in the shark. It is the book common. I am a history buff, especially to dive the Monitor. I did a lot of diving theaters. I swore I was going to dive with on which the film the American Civil War and WWII. Any on shipwrecks from the mid-1800s, but sharks and meet Rodney Fox one day. It Blue Water White chance to dive on submerged historic none that are as notable as the Monitor. took 35 years to get there, but thanks to Death was based. sites is welcome, even when the sites are I did have an interest in underwater those good friends, I made it! Many of the tech- cloudy, cold or deep. archaeology. I managed to dive and The other dream destination that niques used to film Of all the different motivations, the map wreckage near Fort Pierce up in the comes immediately to mind is Chuuk. I sharks today were one element that shows up for me again springs in northern Florida and on some have been fascinated with that site since developed during and again regardless of where I am div- submerged sites in Missouri and Illinois. seeing an episode of The Undersea World this time and for a

59 X-RAY MAG : 57 : 2013 EDITORIAL FEATURES TRAVEL NEWS WRECKS EQUIPMENT BOOKS SCIENCE & ECOLOGY TECH EDUCATION PROFILES PHOTO & VIDEO PORTFOLIO Big propeller, by Tom Ingram profile Ingram anyone interested in diving. We have to anyone can easily move about under- be careful to balance good customer water. service and the need for access to dive Diving is unique in that the level of sites with our concerns for the environ- adventure is entirely up to the partici- ment. Without taking such a stance, it is pant; divers can do as much or as little probably true that many potential divers as they want because there are so many are opting out of learning, and we as an fun ways to enjoy the sport. industry are suffering as a result. For families with kids as young as ten, they can all dive in shallower water and RL: How would you describe diving to see lots of color and aquatic life. Those non-divers? who want a different adventure can learn more, use diverse equipment, dive TI: First of all, it’s fun and safe for just on historic shipwrecks or in natural cav- about anyone who is comfortable in the erns, or experience . And water and healthy. The equipment is those who want to take diving to the easy to use and light in the water, and extreme can, with the proper additional with just a little bit of instruction and some training and equipment. basic equipment, people can adapt Diving can be for everyone, and unlike easily to seeing some of the cool critters other sports such as snow skiing, the level and scenery. of expertise doesn’t strictly dictate the I have had the privilege of working quality of the experience. Diving has with folks such as the Wounded Warriors something for almost everyone. Project who aren’t very mobile on land, typically due to an injury. But those same RL: What did you do before you worked people can move easily in three dimen- for Scubapro? sions underwater, which means almost TI: After Florida Institute of Technology’s satellite cam- pus at Jensen Beach shut down all programs (including the Operation Program I headed), I started the Management Program at Carl’s imagery ever since. He is the books about the founding of Body Glove many fish I killed, too bad you aren’t as Barry University. It was the first unquestioned master of the fish portrait. and the early days of the Cayman bad-ass as me”. four-year degree program in I have a signed copy of Sea Salt Islands diving scene. I am looking forward I guess that’s an ego thing, but these the diving industry. by which I treasure. It to reading those! issues don’t do the industry much good, After more than five years was fun to read Stan’s take on his own and it seems to me that they often turn at Barry, I was offered a adventures over the years. RL: What bugs you most about diving? potential new divers toward some other position as Coordinator of I also have a cherished copy of Silver activity. The idea of ego is problematic Business Curriculum, teach- Seas by Ernie Brooks, which depicts div- TI: It’s less about diving itself and more for a lot of reasons, and unfortunately, I ing business at a community ing in as beautiful a manner as I can about the misinformation put out to have seen it make for instructional and college, and administering imagine, with all his photographs in glori- the public about diving that bugs me. customer service situations that are inap- various adult education busi- ous black and white. Sometimes that misinformation comes propriate or avoidable. ness programs while work- And finally, although not strictly a div- from expected sources like the media, Then too, misinformation, especially ing with a nearby “business ing book, Jaws by Peter Benchley, was a e.g. “sharks are everywhere” and “div- when it comes from within, can have a incubator”. With graduate real thrill ride. The book was better than ing is a deadly activity”, and sometimes larger impact, sometimes resulting in leg- degrees in marketing and the movie, which was by itself amazing it seems to come from within our own islative or regulatory action detrimental management and a long for the time. industry, e.g. “all the reefs are dead” and to the industry. history of teaching at the I understand there are some good “look how deep/far back/long I stayed/ Really, we should be welcoming to dan orr college level, I decided to Tom Ingram with sea turtle

60 X-RAY MAG : 57 : 2013 EDITORIAL FEATURES TRAVEL NEWS WRECKS EQUIPMENT BOOKS SCIENCE & ECOLOGY TECH EDUCATION PROFILES PHOTO & VIDEO PORTFOLIO Tom Ingram Tom Ingram with making bubble ScubaRadio staff profile rings (left) at DEMA 2012 Ingram I also learned to programs and all the technical/regulator develop SBA loan service materials. In addition, I coordi- programs, work nated the product catalog, illustrated with lending insti- price list, most of the dealer training and tutions, did SBA product sales materials issued through business consulting the company. I also oversaw the launch and taught busi- of the Scubapro website. ness programs at I was there for the development of the the college itself. Twin Jet Fins, various Scubapro regula- At the same time, I tors and the purchase of UWATEC. We was responsible for then launched that brand under the a non-profit (501c3) Scubapro name. organization In 2000, I was offered a position at called Leadership Aqua Lung (the U.S. Divers sporting Seminole (LS). goods division), launching the Aqua Leadership Sphere brand with the Seal Mask swim Seminole brought product, and developing a branding in business up- effort for the swim products in conjunc- peter symes and-comers in the tion with Ironman. region, acquainted Aqua Sphere was the first division at I had the opportunity to work on the Cronin (PADI) and Werner Kurn (Ocean them with the role the company to open a website, and development of the Aqua Lung website Enterprises), I went directly there from of various local launch, too. Aqua Lung. and statewide After about a year, I went Initially, I was hired as DEMA’s “General government and over to the Pro Dive division Manager”, but my title changed to private entities and of Aqua Lung as Marketing Executive Director shortly after my arrival personalities, and Manager, making changes and has remained the same ever since. generated revenue to the Aqua Lung catalog, through business and launching products such RL: Tom, you have a vision for DEMA. connections and as the Surface Observation What is it? dan orr education. Signal marker and develop- take the position. LS operated directly under the guid- ing sales programs for the TI: My vision is really to accomplish the I truly enjoyed that time, and I still kept ance of a volunteer board of directors, brand of computers. strategy and goals of the volunteer my hand in diving by teaching courses at similar to DEMA, although DEMA is a DEMA Board. DEMA is a trade associa- the college. I also got more involved in trade association and a different tax RL: And then you joined tion, so the focus is obviously making the local business community, using the structure. Leadership Seminole still exists DEMA? business better for the diving industry time to go to various retail and manufac- today. where possible. turing businesses and teach a variety of While at the SBDC, I received a call TI: I started with DEMA in Fortunately, the DEMA Board has business topics, from Statistical Process from a former FIT student who was work- 2002. It was a great oppor- been gracious enough to allow me to Control and Manufacturing Standards, ing at Scubapro, and after an interview, tunity for me, combining have volunteer involvement with several to financial management for small busi- I was offered a position teaching div- my background in business operations in the Association Community, nesses, and various management and ing retailers more about business. The consulting with the SBA, both here in California and throughout marketing topics. Retail Education Manager position was knowledge of non-profit the United States. That volunteer time has A few years later I was recruited in Wisconsin (brrr!) but I took the job trade associations, teach- allowed me to learn more about associa- to run a Small Business Development and moved from Central Florida to the ing business at the university tions and the changes occurring in the Center (SBDC) for the U.S. Small Business Racine/Milwaukee area where I lived and community colleges, association market. Administration (SBA) in the Orlando area. for three years. In 1998, several of us and involvement with small During my time at DEMA, I have I became a Certified Business Analyst from the Wisconsin office moved the business in general and been on the board of directors for and worked with more than 200 local Scubapro operation to San Diego area. the diving industry in par- the International Scuba Diving Hall small businesses annually (including Eventually I became Product Manager ticular. The position came of Fame. I have also been Chair of just about any business you can imag- and then Director of Technical Marketing open, and I applied for the the Board and a board member for ine—from diaper services to Bed and for Scubapro. I was responsible for cre- job. After interviewing with the California Society of Association Breakfasts, and even a few dive stores). ating the in-house technician training barb roy DEMA Board members John Executives (CalSAE). This is the third larg- Tom Ingram speaking at DEMA 2006

61 X-RAY MAG : 57 : 2013 EDITORIAL FEATURES TRAVEL NEWS WRECKS EQUIPMENT BOOKS SCIENCE & ECOLOGY TECH EDUCATION PROFILES PHOTO & VIDEO PORTFOLIO Participants enter the DEMA Show in Las Vegas last year (right); Tom Ingram and the DEMA Board opening the Ingram profile 2012 DEMA Show (below)

est Society of Association Executives with each other. This “culture” incorpo- in the United States. I served as a vol- rates traditional face-to-face contact unteer and speaker for the American and much more. Society of Association Executives (ASAE) Interestingly, it appears that face-to- and for the International Association of face meetings are actually preferred by Exhibitions and Events (IAEE). I was also business people who want the opportu- speaker for the Professional Convention nity to interact with veterans of an indus- Management Association (PCMA). try, as well as be involved with personal Considering today’s business “culture” contact to form networks. Costs and and observing trends in the associa- other issues have had an impact on busi- tion community, it is clear to me that ness’ ability to attend face-to-face meet- the need for associations is strong, but it ings, but the preference is still there. As a is changing. For example, associations result, any face-to-face interaction must once provided one of the few opportuni- be more personal than ever. ties for conversation, collaboration and With these major shifts in the business collective action among members of a culture in mind, DEMA has been moving given business community. The need for in a direction that should help everyone these actions remains, but the means in the industry. Joining DEMA is one of the by which these needs are satisfied is dif- best investments a diving business can ferent, by using social media and other make and among the most important channels. benefits that DEMA currently provides Interestingly, the need for face-to-face and will continue to in the future are:

contact is actually greater than ever, but peter symes “face-to-face” is being viewed differently Research – DEMA should be the place by today’s business person. Today, asso- where industry participants (members that will be readily shared with the indus- Becoming the “Hub” of Information and celebrities to bring attention to impor- ciations and their face-to-face meetings and non-members) turn to understand try, and some will be available to mem- Engagement – Even though the five tant causes. One of the most recent are part of a “participatory culture”— all aspects of the marketplace. In fact, bers only. stakeholder groups that make up the examples of this is DEMA connecting one in which many adults are online and DEMA has more research projects in the industry and Association are often at with the VH1 “Band You Oughta Know”, expect information to be easily shared works today than ever before. Some of Membership Specific Services – DEMA (conflicting) odds with each other, DEMA Youngblood Hawke, to develop a fol- is already providing access to services is one of the few “neutral” territories for lowing of a younger audience and also such as workers compensation insur- the diving industry. As such, there is an bring forth the issue of trying to stop shark ance packages, health insurance, and opportunity to use the trade associa- finning. shipping services because the DEMA tion as a place to do more than just talk Membership serves as a “class”. This sta- about a topic. DEMA can serve as a Business Education – Of course this is an tus allows DEMA to negotiate discounted place for working through issues that area in which I have a keen and long- benefits and spread risks to lessen costs. have a real impact. Of course, this is not term interest. While DEMA has some a simple task for a non-profit trade asso- great programs put on by really good Legislative Services – This is one of the ciation in the United States due to the presenters (especially at DEMA Show), most important services provided to structure of anti-trust laws, but DEMA still we also recognize that one of the most DEMA members and the industry. It represents the best place where such dis- important things we need to do is edu- includes lobbying, monitoring of bills, cussions can and should take place. cate each other by learning from other and informing the members of changes successful members of the industry. in legislation impacting the industry— PR Events – Items that reach into the DEMA does a pretty good job of educa- whether it is environmental, business or mainstream media can help keep div- tion at the retail level, but there is more, other topics. This is an essential service ing visible to the general public and especially with other stakeholder groups, of any legitimate trade association and should continue to be utilized. Wounded that could be done. with a lifelong interest in politics and Warriors and the Be-A-Diver pool have legislation, this is an area of interest and been good examples of getting media Standard-Setting – DEMA is already activity for me personally. attention, as are efforts to get input from involved in this area, investigating the alese pechter / pechter photos

62 X-RAY MAG : 57 : 2013 EDITORIAL FEATURES TRAVEL NEWS WRECKS EQUIPMENT BOOKS SCIENCE & ECOLOGY TECH EDUCATION PROFILES PHOTO & VIDEO PORTFOLIO Tom Ingram (left) presenting a marketing seminar at the DEMA Show in 2010; Tom Ingram testifies before the U.S. Senate in 2010 on the potential economic impacts of Ocean Acidification on profile the Recreational Diving Industry (below) Ingram

ent if they are to survive. Show is one of the most important out there and dispelling myths Stan Waterman. The buying public, often opportunities for businesses to col- about such things as the clas- I am proud of all my former div- through social media, make laborate and learn. sic diver dropout rate (it is NOT, ing students and colleagues, and demands on every busi- by the way, 80%). I think we count among them Tanya Burnett ness, and they must address RL: If you had a magic wand and have had an impact on business (noted underwater photogra- these demands to be via- could change one thing in DEMA, through the trade show, and with pher), Sharon Kegeles (Women ble in the long run. what would it be and why? fairly exacting standards for who Diver’s Hall of Fame and now at may attend, I believe we have Barry University), Don Barthelmess Face-to Face Meetings/ TI: I have always thought that made the show about business, (Santa Barbara Maritime Events/Shows – While these having opinions and help from networking and education again. Museum), Guy Miller (formerly of will be different than they outside the DEMA Board of I was fortunate enough to Scubapro), Rob Pasqual (also of have been in the past, Directors (in the form of volunteers work with some industry notables Scubapro) and many others. and will require a fresh on committees) could give the such as Drew Richardson and Those university programs were approach, they are vitally board and staff more options for Dudley Crosson in the early days designed to turn out people with important. In fact, all social ideas. We actually did accom- at the universities, and of course, a passion for diving and running media should direct the plish this over the last two years, since being at DEMA I have had a diving business. It’s great to see participants to this impor- including changing the structure the chance to meet and work former students like John Harman alese pechter / pechter photos of committees by developing with some of my own heroes: in Maryland and Rob MacDonald need for setting manufactur- written objectives and work plans. Neal Watson, , David in West Palm Beach own and ing and other standards in the The result is that DEMA is able to Doubilet, Bob Hollis, Carl Roessler, operate diving businesses today. United States through proper accomplish so much more than Rodney Fox, Al Hornsby, Valerie That’s what it was all about. ■ accrediting channels such as the we have been able to do in the and , Geri Murphy and American National Standards past, stretching resources and Institute (ANSI). Such standard set- generating new and fresh ideas ting could help the industry and that make a difference. The cur- should be an area in which the rent Board of Directors is to be trade association should partici- thanked for taking that chance! pate. DEMA has sometimes (often?) been accused of being a “good Money-Saving Benefits for old boys club” (at some point that Advertising and Other Promotions might have been deserved). That – Since 2007 DEMA has been has never been the reality in my involved in trying to create tem- time with DEMA. I wish others in plates that reduce the cost of the industry could see how hard advertising for members to reach the members of the board and potential customers. DEMA will staff actually work to avoid that, continue to promote such ads, while conducting DEMA business. along with simple program ideas Someone will likely accuse me of that keep divers active and “sucking up” for that comment. I encourage the fun of diving invite those people to serve on a to consumers. As a trade asso- committee or run for the board so ciation, most of this is necessarily they can see what really happens photo courtesy of dema conducted through our members, at board meetings. but DEMA does and will continue those who really wanted it, but tant aspect of networking and to provide access to inexpensive making this information more participatory culture (face-to- RL: And has your input come out ads and programs, as long as obvious must be the normal way face meetings are the original as you would have wished? industry members use them. DEMA does business. In fact, “social media”). These are the in my opinion, all companies— best form of promotion of the TI: I’d like to think DEMA has been Transparency – DEMA has always associations and all diving busi- industry that DEMA can organ- helpful in getting more real busi- had information available to ness included—must be transpar- ize and provide, and the DEMA ness training and marketing data alese pechter / pechter photos Tom Ingram introducing the 2012 DEMA Reaching Out Awards

63 X-RAY MAG : 57 : 2013 EDITORIAL FEATURES TRAVEL NEWS WRECKS EQUIPMENT BOOKS SCIENCE & ECOLOGY TECH EDUCATION PROFILES PHOTO & VIDEO PORTFOLIO