Wednesday, February 25, 2015

DEMA Board of Directors to Meet in San Diego, CA for Face-to-Face Board Meeting on March 4th and 5th

DEMA Board of Directors to Meet in San Diego, CA for Face-to-Face Board Meeting on March 4th and 5th

DEMA’s Board of Directors will meet on March 4th and 5th to welcome the newly elected members of the DEMA Board of Directors and strategize ways to help grow our Industry and maximize DEMA’s benefits for Members. Topics for discussion will include DEMA Board Policies, governance recommendations & changes, an initiative to grow the Industry, 2015 budget review and Committee planning.

Day one of the Board meeting will begin with the election of Board Officers from among the current Board Members. With officers in place for the year, the Board will approve reports from past and completed activities as part of the “consent agenda.”  For March, the consent agenda will include:
  • November 2014 Board Meeting Minutes
  • Post DEMA Show 2014 Summary
  • 2014 Year-End Membership and Programs Update
  • 2015 Legislative Update
  • Social Media Evaluation
  • Retailer Resource Committee Report
  • 2014 Year-End Financial Summary and Manufacturer’s Fund Report
Following approval of the consent agenda, Tom Ingram, Executive Director will set the tone with proposed goals for the year, leading into discussions about DEMA governance recommendations and a broad US initiative to grow the number of diving participants over the next few years. Later in the day, Ingram will present proposals for new Board policies to strengthen the Association. The Board of Directors will also review the 2015 budget. Once all other agenda items from day one are addressed, the Board is scheduled to consider new Committees and potential Committee Chairs.

Day two of the Board of Directors Meeting will allow Committees to start planning their work for the year. Each Board Member can volunteer to work in various Committees based upon their areas of expertise and interests. Committees are tactical and the goals of Committees include creating new ideas, improving current programs and benefits, clarifying or resolving pending issues and soliciting feedback from Industry stakeholders.  Once data and other information is gathered, the details are provided to the Board at large to aid in strategic decision-making.  Additional Committee information is available online.

After final discussion and approval of the budget and programs, the Board of Directors will address any new business and conclude the afternoon of Thursday, March 5th. More information on DEMA’s Board of Directors and Bylaws is available on the DEMA website. Complete minutes from past Board of Directors Meetings are available to current DEMA Members from the Member Dashboard of Future 2015 meeting dates will be confirmed during March’s meeting.

Wednesday, February 18, 2015

DEMA Opens Official Hotel Block for DEMA Show 2015 in Orlando, FL

DEMA Opens Official Hotel Block for DEMA Show 2015 in Orlando, FL
**Block Offers Exclusive Savings and Benefits for DEMA Show 2015 Attendees and Exhibitors at the Rosen Centre Hotel**
DEMA Show 2015 will be here before you know it and DEMA wants to help Dive Industry professionals keep their planning efforts on track for this year’s annual trade-only event for the Diving Industry.  Start your planning for the Show, taking place November 4-7 in Orlando, FL, by booking your room reservation in the DEMA Show Hotel Block, featuring exclusive exhibitor and attendee rates and benefits.
Once again, DEMA Show will feature the Rosen Centre Hotel as this year’s Host Hotel.  The Rosen Centre is conveniently located directly across from the South Hall of the Orange County Convention Center – home to DEMA Show 2015.  Those booking in DEMA’s block at the Rosen Centre will receive complimentary internet, complimentary access to the Fitness Center, free parking and special hotel restaurant discounts all at the special DEMA Show rate of $175 per night* (weekday and weekend).  For those looking for optional accommodations, other specially-priced DEMA hotel block rooms will also be offered at the Hilton Orlando for $184/night* and the Days Inn for $92/night* (*plus state and local taxes).
Due to the close walking proximity to the South Hall from all of the 2015 DEMA block hotels, regular shuttle bus service WILL NOT be provided, but limited ADA accessible shuttle bus service will be offered during Show days for all three DEMA Block hotels upon request.
A SPECIAL CAUTION!  DEMA would like to caution attendees and exhibitors to be wary when booking accommodations through unauthorized third party vendorsclaiming to work with DEMA Show.  These unauthorized vendors are often room “pirates” and though they typically offer what appears to be a lower rate than the official block rate, room reservations may be offered at significantly lower quality and may not be available for the duration of your planned stay.  In addition, cancellation polices with these “pirates” are often harsh and unforgiving, resulting in loss of fees or other penalties. Booking within the official DEMA Hotel Block also allows DEMA to negotiate exclusive rates for DEMA Show attendees and exhibitors.  Help DEMA keep your hotel costs down for DEMA Show by booking within DEMA’s official hotel block.

Tuesday, February 10, 2015

Tom Ingram, DEMA Executive Director, Earns Certified Association Executive Credential

DEMA has announced that Tom Ingram, Executive Director of DEMA has earned the Certified Association Executive (CAE®) designation from the American Society of Association Executives (ASAE). The CAE is the highest professional credential in the association industry.
To be designated as a Certified Association Executive, an applicant must have a minimum of three years experience with nonprofit organization management, complete a minimum of 100 hours of specialized professional development, pass a stringent examination in association management, and pledge to uphold a code of ethics. To maintain the certification, individuals must undertake ongoing professional development and activities in association and nonprofit management. More than 4,000 association professionals currently hold the CAE credential. The CAE program is accredited by the National Commission for Certifying Agencies (NCCA).
ASAE is a membership organization of more than 21,000 association executives and industry partners representing 9,300 organizations. Its members manage leading trade associations, individual membership societies and voluntary organizations across the United States and in nearly 50 countries around the world. With the support of the ASAE Foundation, a separate nonprofit entity, ASAE is the premier source of learning, knowledge and future-oriented research for the association and nonprofit profession, and provides resources, education, ideas and advocacy to enhance the power and performance of the association and nonprofit community. For more information about ASAE, visit

Tuesday, February 3, 2015

DEMA Introduces 2015 Board of Directors

The results of DEMA's 2015 Board of Directors Election are in! Members of DEMA's 2015 Board of Directors include the following individuals:

Scott Daley, Body Glove International
Mike Hollis, American Underwater Products*
A2-Diver Certification and Training Agencies
Tom Leaird, Scuba Educators/PDIC International
Kristin Valette, PADI*
A3-Dive Publishing, Media, Consulting and Non-Retail Service Providers
William Cline, Cline Group Advertising, Inc.*
Dan Orr, Dan Orr Consulting*
arcy Kieran, Divers Direct*
Werner Kurn, Ocean Enterprises, Inc.
A5-Travel & Resorts
Stuart Cove, Stuart Cove's Dive Bahamas
Tim Webb, Caradonna Dive Adventures*
*New/Re-elected members
In accordance with the DEMA Bylaws, Directors serve three-year terms. Additional information on DEMA's Board of Directors and Bylaws is available online.  The election was conducted by CPA firm, Gray, Proctor & McMannis, based in Newport Beach, CA. All A-category DEMA members who had joined or renewed their DEMA Membership for 2015 by 1/9/15 were eligible to vote in this election. The final vote count is available for DEMA Members who are logged into the Members-Only Dashboard of
Congratulations to all of DEMA's Directors!  In the coming weeks, the Board will meet to conduct officer elections, form committees and select individuals to chair them.  Contact us at toll free (800) 862-DIVE (3483), (858) 616-6408 or if you have any questions or are interested in serving on one of the DEMA Board committees. Additional Committee information can be found online here. Thank you for your continued support!

Wednesday, January 21, 2015

Obtain New Potential Customers and Receive Media Exposure with the 2015 Be A Diver® Pool Tour

DEMA Member Retailers & Sponsors Are Encouraged to Join the 2015 Be A Diver® Pool Tour Early to Maximize Opportunities and Benefits of Participation
For more than 10 years now, DEMA has sponsored the Be A Diver® Pool Tour, traveling around the U.S. to large scale events allowing attendees to try diving in the warm, safe confines of its four-foot deep swimming pool under professional supervision. Once again, the 2015 Be A Diver® Pool Tour is looking at another productive year of helping retailers acquire new customer leads, sponsors gain recognition with consumers, and generating positive press coverage for the entire diving industry. DEMA Retail Members are encouraged to get involved with the Pool, providing staff and working one-on-one with Pool participants to gain new customers.  Any DEMA Member can also sponsor the pool to gain invaluable exposure.
RETAILERS ACQUIRE EXPOSURE AND HAVE ACCESS TO POTENTIAL NEW CUSTOMERSDEMA works directly with New York based PR firm Adams Unlimited PR to help drive media attention to the Be A Diver® Pool event.  When media attend, retailers can be part of the media action and obtain exposure for their business.  At each Be A Diver®Pool Tour event, the Pool itself is staffed by diving and sales professionals from these local DEMA Member retail stores. Retail staff members are part of the “try diving” experience and have the opportunity to help participants find a local dive center and convert them into loyal customers for years to come. In order to maximize their success in getting publicity and potential new leads, DEMA Member Retailers are encouraged to sign up with the Be A Diver® Pool Tour early for a participating event in their area.  DEMA offers many benefits and resources that can help retailers before, during and after a Pool Tour event.  Retailers who are interested in participating or who can suggest an event with potential for attracting new divers are encouraged to view the Be A Diver® Pool Tour Retailer Prospectus or contact DEMA’s Pool Tour Coordinator, Dave Reidenbach at
SPONSORS GAIN BRAND RECOGNITION WITH CONSUMERSMedia exposure can be expensive, but reaching a targeted consumer audience with a message about the fun and ease of diving can be made affordable when your company sponsors DEMA’s Be A Diver® Pool. Sponsorship opportunities exist for budgets large and small, including multiple and single venue event sponsorships. Whether you’re looking for an increase in exposure within a certain city or to spread your brand awareness across the U.S., the Be A Diver® Pool Tour has a sponsorship option available. From large scale banners, to material distribution and on-screen news opportunities, the Pool Tour can find an opportunity to fit your needs. Detailed information can be found in the Be A Diver® Pool Tour Sponsor Prospectus or by contacting Dave Reidenbach,
“The Be A Diver® Pool targets potential diving consumers who attend or frequent major events and locations,” commented Tom Ingram, Executive Director of DEMA. “Since 2001, the Pool has introduced tens of thousands of people to diving with the participation of DEMA Members, allowing these interested customers to try diving in a fun and controlled environment. Reaching more than 3.5 million television viewers during 2014 alone, the Pool is a great opportunity for DEMA Member Retailers and Sponsors to generate media coverage, both locally and nationally, and have access to potential new divers.“ 
Making stops around the country all year long at various consumer-oriented travel, outdoor activity, adventure shows and other targeted locations, the Be A Diver® Pool gives anyone age 10 and up the opportunity to discover the fun and exciting sport of scuba diving in the comfort of a large, tropically warm pool. Event attendees not only have the opportunity to try scuba diving for free, but also to test out some of the latest scuba equipment provided on-site and have a photo taken of themselves underwater which can be an everlasting keepsake and encouragement to become certified. 
Participating in a 2015 Be A Diver® Pool Tour Event is a unique and effective way to build relationships with up-and-coming divers and receive free publicity for your dive center or brand. Now is the time to start planning for success! Participation with the Be A Diver®Pool is available for DEMA Members only – Become a 2015 DEMA Member today!

Wednesday, December 17, 2014

DEMA Show 2014 Attendees and Exhibitors are Asked to Provide Feedback on Their Show Experience

**DEMA Show 2014 Attendees and Exhibitors are Asked to Provide Feedback on Their Show Experience** 

Every year, DEMA Show provides countless opportunities for Attendees and Exhibitors to do great business together by providing hundreds of exhibits, products, services, educational sessions and more. Once again, DEMA Show 2014 was a huge success and brought over 9,300 registered Attendees and more than 640 Exhibitors together. Now, DEMA is asking for DEMA Show Attendees and Exhibitors to provide their feedback and ideas to help take DEMA Show to the next level!

Input from Attendees and Exhibitors is invaluable as it helps the Association create a better Show in the years to come. Past feedback has helped guide the Association when developing seminar content, evaluating speakers, contracting for housing and transportation and even in evaluating future venues and cities. DEMA asks all 2014 Attendees and Exhibitors to complete the Post-DEMA Show Survey via the links below:

DEMA Show 2014 Attendees are invited to provide their feedback on the Show here:

DEMA Show 2014 Exhibitors are also invited to provide their feedback on the Show here:

Deadline to submit your feedback is January 9, 2015 and participants who complete the survey will be entered into a drawing for a chance to win a $100 Starbucks gift card.

As a non-profit organization, DEMA uses the resources generated by DEMA Show to fund research, legislative scanning and advocacy, education and more. DEMA extends its THANKS to the entire Industry for helping to make DEMA Show a continuing success! DEMA Show will return to Orlando, FL in 2015 from November 4-7.

Tuesday, December 9, 2014

DEMA Thanks the Diving Industry for their Participation in DEMA Show 2014

**Trade-Only Show Brings Together Thousands of Industry Professionals from Every Segment of the Diving Industry to Buy, Learn and Collaborate **

DEMA is pleased to say THANK YOU to the more than 9,300 pre-qualified dive professionals who registered for DEMA Show 2014, and the 600+ exhibiting companies who made DEMA Show successful.  The trade-only show was held at the Las Vegas Convention Center in Las Vegas, NV from November 19th to 22nd.   
DEMA Show 2014 provided many opportunities for Attendees and Exhibitors to do great business together by providing hundreds of exhibits, products, services, educational sessions and more.  Opening day commenced at 10:00 am on November 19th with more than 6,880 professionals on hand for the first day’s activities, including buyers, travel buyers, instructors and other dive professionals from all over the world. Verified attendance figures, which are obtained from electronic scans of Attendee and Exhibitor badges, confirm that over 8,300 Industry Professionals entered the Show during its four days. The Show’s credentialing process established by the Board of Directors, helped confirm that the Show maintain a trade-only atmosphere, welcoming highly qualified Buyers and Influencers.
During the four days of DEMA Show 2014 exhibitors hosted hundreds of Attendees in their booths to showcase their latest products, programs and services.  DEMA’s video production partner, 506 Studio, has captured the excitement of the action-packed days of DEMA Show 2014 in a series of videos available for viewing and sharing on the Be A Diver YouTube Channel.
One of the exciting features of this year’s Show was the return of DEMA’s Deep Ambitions Aquatic Career Fair. On Friday, November 19th over 150 local high-school students participated in an educational day featuring the underwater world and diving. Students were even given the opportunity to try diving in the Be A Diver pool directly on the Show floor. Speakers Annie Crawley, Martin Stepanek, Rogest and Wyland joined staff from REEF and Reefmakers to interact and educate the students about our underwater environment, inspire them to get involved to help our ocean planet, and provide ideas about careers in which learning to dive can play a key role.
During the Annual Member Meeting, Attendees learned about the activities of the Association during 2014 and the goals being set for 2015. Tom Ingram also discussed the recent Phase II of DEMA’s industry-wide research project. Industry Professionals are encouraged to stay informed about the latest research and other benefits from the association via DEMAIL and the DEMA website and social media pages.
DEMA extends its THANKS to the entire Industry for the continuing success of DEMA Show! Looking toward thefuture, DEMA Show will be returning to Orlando, FL from November 4-7 in 2015. DEMA continues to look at additional venues for future shows, using key factors of Exhibitor and Attendee cost and venue availability.  A complete overview of how DEMA Show venues are selected is available here.
Funds raised through DEMA Show (and all events produced by DEMA) are used to monitor and advocate for environmental issues, promote recreational diving, keep dive sites open and accessible to divers, provide DEMA-Member access to benefit programs such as health insurance and worker’s compensation insurance, and conduct research on behalf of the Industry.  With this year’s strong DEMA Show participation, DEMA can continue its mission of promoting sustainable growth in safe recreational diving and snorkeling while protecting the underwater environment.