Volume 1, Issue 1 – November/December, 2006 COMMITTEE ACCOMPLISHMENTSAccomplishments MEMBERSHIP REPORT GROWING the INDUSTRY DEMA SHOW 2006 A PUBLICATION OF THE DIVING EQUIPMENT & MARKETING ASSOCIATION Board of Directors Al Hornsby, Board President PADI [email protected] Dan Emke, Board Vice President AERIS [email protected] Wayne Hasson, Board Vice President Aggressor Fleet Limited [email protected] Dave Riscinti, Board Treasurer Blue Water Divers [email protected] Dan Orr, Board Secretary Divers Alert Network [email protected] Jim Byrem Ocean Concepts Scuba [email protected] Susan Long Diving Unlimited International [email protected] Keith Sahm Sunset House [email protected] Ty Sawyer Sport Diver Magazine [email protected] Rick Stratton Northwest Dive News [email protected] / Diving Community / December 006 / divingcommunity.org DEMA Committees–2006 CONTENTSWelcome to DIVING COMMUNITY Finance Committee 4 Executive Director’s Message Dave Riscinti, Chair Research from the American Society of Manufacturer’s Committee Association Executives and other sources Dan Emke, Chair indicates that the number one reason business people belong to and participate with associations Membership Committee is for the “community” opportunity. Dan Emke, Chair Promotion (Retention/Acquisition) Committee Feature Stories Rick Stratton, Chair Show Committee DEMA Board of Directors Susan Long, Chair 5 DEMA’s Board of Directors is made up of volunteers that devote an enormous amount of Ships to Reefs Committee their own time to helping promote and grow the Dave Riscinti, Chair industry. Disaster Relief Committee Keith Sahm, Chair Committee Accomplishments 6 DEMA’s Board Committees are an opportunity Youth Programs Committee Wayne Hasson, Chair for industry volunteers to participate in the activities of the Association and have an impact on the effectiveness of DEMA. 12 Membership Report DEMA membership has many benefits that are designed to help support and promote diving businesses. Growing the industry 14 Much of the exposure diving has acquired has come by using DEMA’s highly visual Scuba Tour as a mode of attracting attention. 20 DEMA show 2006 DEMA is back in Orlando for the first time since 1997. divingcommunity.org / December 006 / Diving Community / Executive Director’s Message WELCOME TO DIVING COMMUNitY, DEMA’s neW ASSOCiatiON PUBLICatiON. he name is fitting. Research from the this event. We listened and brought the show to Or- American Society of Association Execu- lando. We also listened to you in regards to what was tives and other sources indicates that the needed to help grow this industry – programs to bring number one reason business people belong in more young people, more research, ideas to grow Tto and participate with associations is for the “com- travel, and hard marketing data that can be used to munity” opportunity. “Community” encompasses help grow your business. As a responsible member of networking, socializing for business and this community, DEMA has been working to provide personal reasons and relationships, and what is needed to bring the growth we all want. We includes concern for the industry, environ- could not have known what was needed without your mental concerns that affect business, and DEMA Show influence. Through YOU, a Board other areas which are important to DEMA of Directors was elected, priorities and to all trade associations. Importantly, 2006 is the first were developed and implemented while a majority of business people rank DEMA Show to and put into action. The results are “community” within the top reasons for be held in a around you. joining an association, “community” ranks location chosen even higher than the average in importance In the future, Diving Community for younger, up and coming business people directly by YOU. will seek to address two major As- (which diving and DEMA seeks to attract). sociation goals: Community is the very reason DEMA ex- ists. 1. Helping to facilitate a positive approach to working together as an industry, including member communi- Inside this DEMA Show 2006 edition of Diving Com- cation and areas of interest to all munity, we’ve included information on the “state of 2. Offering a means of clear communication to the DEMA Association.” As you look through this DEMA members from the Association regarding im- premier issue, I think you’ll see that DEMA has been portant business and industry-wide issues busy during the last several years doing more for the industry than ever before; more successful promotions, DEMA seeks to promote a sense of community for the more thoughtful placement and timing of the trade Diving industry. But we’ll need your help to accom- show and more research on how we can all grow the plish that. In future issues, members have the chance industry together. to contribute their ideas and concerns to this publica- tion, and address the issues that face your business ev- While Diving Community will ask for your help in ery day. We hope you’ll join with Diving Community addressing issues of concern to the industry, DEMA to help us all work together toward these goals. Show 2006 provides you with a snapshot of the influ- ence you have already had on the diving community. Tom Ingram DEMA Show 2006 is the first DEMA Show to be held Executive Director in a location chosen directly by YOU. Two years ago DEMA asked, and many of you told us where to hold / Diving Community / December 006 / divingcommunity.org DEMA’s Board of Directors EMA’s Board of Directors is made up DEMA is pleased to have the follow- of volunteers that devote an enormous amount of their own time to helping ing individuals on the DEMA Board promote and grow the industry. Their of Directors representing the Diving Daccomplishments during the year are many, and few industry: people realize the time and effort that these devoted individuals put forth. A-1 – Dan Emke – Vice President Representing the viewpoints of all five stakeholder A-1 – Susan Long groups, with the diverse needs of each, is not an A-2 – Al Hornsby – President easy job. In some cases the viewpoints are in direct conflict and it takes much to find common ground. In A-2 – Dan Orr – Secretary other cases the difficulties are easier to overcome. In A-3 – Ty Sawyer all cases, the decisions are well-thought out and well- A-3 – Rick Stratton grounded. A-4 – Jim Byrem THE STAKEHOLDER GROUPS INCLUDE: A-4 – Dave Riscinti – Treasurer A-5 – Wayne Hasson – Vice President • A-1 Manufacturers/Distributors of Dive A-5 – Keith Sahm Equipment and Sales Reps • A-2 Diver Certification and Training With elections held every three years, Board Agencies Members can serve up to two consecutive terms be- fore they must stand down for a minimum of one year. • A-3 Publishing, Media, Dive industry Consulting, Associations & DEMA will next conduct Board elections in 2007. Non-Retail Service Providers • A-4 Dive Retailers • A-5 Dive Travel and Resorts divingcommunity.org / December 006 / Diving Community / Committee Accomplishments EMA’s Board Committees are an opportu- DEMA’s financial standards are developed using nity for industry volunteers to participate GAAP Standards. In addition to following these high in the activities of the Association and have standards, DEMA also voluntarily participates in an- an impact on the effectiveness of DEMA. nual independent audits of all finances. The audited DCommittees are generally made up of Board members financials are posted on www.dema.org for member and may include other volunteers from the diving review following each audit. industry. They are advisory to the Board of Directors and DEMA Staff, and bring a wealth of experience to One of the most important objectives of the Associa- the Association. tion is the opportunity to place money back into the diving industry for promotional purposes. Since In 2006 there are a number of standing committees January 2003, DEMA has carefully placed money into helping to provide input to the Board of Directors and successful promotions that were then evaluated for Staff of the Association. Having opinions and insight their return on the investment. from the diving community is critical, and the learn- ing curve works both ways; many volunteers learn to For example, in 2005 DEMA’s Scuba Tour cost about understand the inner workings of a large non-profit $200,000 but returned to the members of the Associa- trade association, including the nuances of providing tion the following on the investment: the best for all five stakeholder groups simultaneously. Category Return on Investment Dollars The following standing committees have been in Equipment Sales, $1,356,000 operation throughout 2006: Travel and Certification Sales Value of Media Exposures $1,823,724 • Finance Committee TOTAL $3,179,724 • Manufacturer’s Committee • Membership Committee • Promotion (Retention/Acquisition) Committee In terms of dollars, the Scuba Tour represents a return • Show Committee on investment of more than 15 times the money spent. • Ships to Reefs Committee • Disaster Relief Committee Since 2003 DEMA has spent the following on success- • Youth Programs Committee ful promotions: 2003 2004 2005 2006 FINANCE COMMITTEE (projected) Chair Dave Riscinti $237,234 $391,387 $598,899 $553,075 The Finance Committee provides oversight to all budgetary activities of the Association, approves the budget for the fiscal year, and reviews all Association financial transactions. 6 / Diving Community / December 006 / divingcommunity.org Committee Accomplishments MANUFACTURER’S COMMITTEE continue through at least 2010 (see Show Committee Dan Emke, Chair Report for details). Other benefits were developed The Manufacturer’s Committee represents all member for members to attend the show including significant manufacturers. Representatives on the Manufacturer’s discounts for exhibits-only and seminar registration Committee come from the DEMA Board and also packages, as well as significant benefits for members include non-Board members. exhibiting at DEMA Show.