Tuesday, August 11, 2015

New Spiny Lobster Season PSA Stars Miss Scuba International and Emmy Award-Winning Journalist

**DEMA’s Latest PSA Provides Important Safety Reminders to Increase Diver Safety during California’s Upcoming Lobster Season**
California’s 2015/2016 Spiny Lobster Season begins on October 3rd, 2015. With the season less than two months away, DEMA has released a new California Spiny Lobster Season Public Service Announcement (PSA) in an effort to increase diver safety and prepare divers in advance of the 2015/2016 season. The new PSA is part of DEMA’s ongoing efforts to encourage divers to refresh their training and maintain their equipment prior to getting back in the water. DEMA Members are encouraged to share the PSA with their customers and community to spread this important and timely message.
The PSA is available in English and Spanish, as well as in 30-second and 15-second formats.  The English version featuresMiss Scuba International '14-'15 and TV ReporterTabitha LipkinThe Spanish version of the PSA featuresEmmy award-winning journalist and bilingual reporter,Yanula Ramirez. All four versions of the PSA can be viewedonline here.
In addition to the newly released PSAs, DEMA’s California Spiny Lobster Season poster is available to be viewed, shared and downloaded to encourage safe diving. DEMA Members are asked to print the California Spiny Lobster Season poster and display it in the store, distribute it to their customers, and share it electronically, along with the new PSA, with their own online community. The new PSA and poster will be promoted via DEMABe A Diver andDiveCaching Twitter & Facebook pages for the remainder of the summer, as well as on social media sites of affiliated organizations. DEMA is also providing copies of the PSA to select television stations in key markets to encourage divers to refresh their training and maintain their equipment prior to start of the season.

Complete information and regulations for the 2015/2016 California Spiny Lobster Season are available on theCalifornia Department of Fish and Wildlife website.


 
Printable files:  PDF  |  JPEG


PSA:  15 Second Version - English

PSA:  30 Second Version - English

 PSA:  15 Second Version - Spanish 

PSA: 30 Second Version - Spanish

Wednesday, August 5, 2015

DEMA Requests All Members of the Industry to Sign Online Petition to Stop Dredging of Cayman Islands

**Thousands Have Already Signed Online Petition to Stop Plans for the Cruise Ship Berthing Facility **
The Cayman Islands are a popular tourist destination and well known for their beautiful coral reefs. Currently, officials within the Cayman Government are reviewing plans to build a permanent cruise ship port that would require extensive dredging in the George Town Harbor area, which would damage the coral reefs and ecosystem near the proposed berthing facility, including several popular dive sites. DEMA urgently asks the Industry for their support in petitioning the Cayman Government to halt these plans by signing this online petition.

DEMA is very concerned with the potential for environmental destruction and economic damage to the local dive operators and the worldwide diving community due to the construction and operation of this cruise ship facility. A draft Environmental Statement (ES) dated June 2, 2015, conducted for the Cayman Islands government indicates that damage to the coral reefs will occur due to the required direct dredging action, turbidity and siltation near George Town during construction. Additional damage will likely be caused by the ongoing dredging required to maintain the berthing facility.  In addition, in studying the data presented in the ES, the actual economic benefit to the Cayman Islands appears to be questionable; construction of the berthing facility would require destruction of dive sites such as Devil’s Grotto, Soto’s Reef and the Balboa wreck.  While the ES states that it might be possible to re-locate the Balboa at the cost of millions of dollars, and it might be possible to re-locate and save some of the living reef material, the ES is also clear that the likely result would still be a net loss of living coral. 

Given that tourists arriving by air to the Cayman Islands (rather than cruise ship) account for 77% of the tourist revenue generated there, it appears to make little economic sense to destroy the very fabric of Cayman's attraction to tourists, to accommodate a greater number of cruise ships ferrying tourists who, according the Environmental Statement, spend an average of less than CI$100 per person on island.

DEMA asks for members of the Industry to sign and share the online petition regarding this issue as initiated by the Save Sea Foundation. 30,000 signatures are requested and already more than 16,000 individuals have signed the petition to stop the proposed dredging. PLEASE sign the petition today!

More information on the economic and environmental impacts resulting from the proposed plans can be found in DEMA’s recent alert.  In addition, DEMA has written directly to the Cayman Department of the Environment, expressing concerns on behalf of the Industry. That letter can be found here.

Wednesday, July 29, 2015

DEMA’s Be A Diver Pool Introduces Scuba Diving to Wounded Warriors at Adaptive Watersports Festival

**Pool Earns National and Local Broadcast Coverage that Reaches Over 1.8 Million Viewers**
The Be A Diver Pool made a special stop in Breezy Point, New York from July 10th to 11th to participate in the Adaptive Watersports Festival. Big Wave Dave and the Be A Diver Pool teamed up with the Wounded Warrior Project (WWP) for the 11th annual event to help veterans injured while serving participate in a variety of activities including scuba diving.
The Be A Diver Pool helped generate strong media coverage for the event and was spotlighted on Fox 5 New Yorkevening news and Fox News Channel’s National ProgramFox and Friends. Fox 5 News reporter Jodi Goldberg, interviewed Wounded Warriors at the Pool about how scuba diving has helped them cope with their injuries. Pool Tour Coordinator, “Big Wave Dave,” was also interviewed to discuss the benefits of Warriors completing their scuba certification. Footage of the Warriors in the Be A Diver Pool was highlighted throughout the Fox and Friends news segment on the Festival. These media placements were seen by an audience of approximately 1,849,102 viewers. To view both placements click here
“Working with the Wounded Warrior Project helps DEMA demonstrate that scuba diving is a sport that people of any age or physical condition can enjoy,” commented Dave. No matter what your physical challenges are, you’re as able as an able bodied diver.”
DEMA Member Retailers B.A.D. ScubaBlue Water DiversSki & Scuba Connection and Handicapped Scuba Association International participated in the event to help veterans complete their try diving experience.
The Pool also made a stop in Pittsburgh the weekend of July 17th and exhibited at the Pittsburgh Zoo & PPG Aquarium. Scuba Diving was highlighted as one of the top activities to try for attendees and was featured on Pittsburgh’s KDKA-CBS evening news. The segment reached an audience of 199,984 viewers.
The Be A Diver Pool tour has six confirmed stops remaining in 2015 and will be exhibiting at the Loveland Living Planet Aquarium, Denver Downtown Aquarium, Fall Fun Rally, Houston Downtown Aquarium, Riverfest and the Fort Meyer’s Boat Show. For more information visit www.beadiver.com.
Making stops throughout the year at various consumer-oriented travel, outdoor activity and adventure shows, the Be A Diver Pool gives anyone 10 years old and up the opportunity to discover the fun and exciting sport of scuba diving for FREE in the comfort of a large, tropically warm pool. Event attendees are also able to test out some of the latest scuba equipment, and learn why Bonaire is known as one of the top scuba diving destinations in the world. 

Wednesday, July 15, 2015

Surge with The Current: Promote the Benefits of Diving Using Promotional Video Clips and Materials from Make A Hero’s Latest Film

**DEMA Members Have Free Direct Access to Materials Featuring Stars Bethany Hamilton of Soul Surfer;Olympic Medalist, Missy Franklin and More Through DEMA.org**
As announced during the Annual Member Meeting at DEMA Show 2014, DEMA has partnered with the Make A Hero Foundation to provide DEMA Members with access to content that can help promote recreational diving using Make A Hero’s film, The Current.  The Current is the second adaptive sports film by Make a Hero, which showcases inspiring adaptive athletes, public figures, athlete ambassadors and military veterans who have donated their efforts in support of this film.

The Current tells the story of seven individuals from all walks of life all of whom have faced incredible obstacles and found the drive and inspiration to overcome their disabilities. Through scuba diving, snorkeling and other watersports they have discovered and rediscovered freedom of movement. In this film we will get to know these heroes. “The Current is important to the Diving Industry because it showcases the ‘Healing Power of the Ocean’ through inspiring stories about scuba diving and other water sports,” explained Producer and Director Kurt Miller, CEO of the Make A Hero Foundation. DEMA Members will have access to promotional materials and clips from the film through DEMA to help them promote diving and highlight the many beneficial aspects of scuba and other watersports.” “DEMA is excited about this film and the universal message it carries about the strength of the human spirit, and the healing power of the ocean” commented Tom Ingram, Executive Director of DEMA. “We are very excited to have partnered with the Make A Hero Foundation so that our Members have fresh new content to share for their own promotions of scuba diving.”

The film is currently being featured in media markets across the country including top ten- designated marketing areas such as Los Angeles, San Francisco, Philadelphia and many more. Now is the optimal time for DEMA Members to surge with The Current to promote the healing power of the ocean and the benefits of scuba diving. DEMA Members can find out when the film will be playing in their area and access movie trailers, character images and more by visiting the Member Dashboard on DEMA.org and clicking on The Current: Exclusive Marketing Materials. Additional information on the movie is available on the Make A Hero website

 Market the Healing Power of the Ocean in Your Store
Download and use these flyers when showing the film in your store.
  
 Download PDF Download PDF Download PDF

Wednesday, July 1, 2015

With the Florida Lobster Mini-Season Approaching, Dive Safety PSA & Poster Provide Safety Reminders

**DEMA and Divers Alert Network (DAN) Provide Tips to Increase Diver Safety for Florida’s Lobster Mini-Season July 29-30, 2015**
With the 2015 Florida Lobster Mini-Season just  one month away, DEMA has updated their Lobster Mini-Season poster and is circulating a 30-second PSA in an effort to increase diver safety.  Both the poster and PSA remind divers to be prepared for the upcoming mini-season. DEMA Members are encouraged to print the Lobster Mini-Season poster and to display it in the store, distribute it to their customers, and share it electronically with their own online community. Both the poster and PSA are part of DEMA’s ongoing campaign to encourage divers to refresh their training and maintain their equipment prior to getting back in the water.   
“By circulating this PSA and poster before the two-day lobster mini-season opens , we hope divers will start preparing for Florida’s annual Lobster hunt and be reminded to adhere to necessary safety measures when hunting for lobsters, including diving with a buddy,” commented Tom Ingram, Executive Director of DEMA. “With increased awareness of the recommended safety procedures, we hope to keep diving safe for everyone during this 2015 mini-season.”
The 30-second PSA was produced by DEMA in partnership with Divers Alert Network and specifically timed for the two-day Florida Lobster mini-season opening on July 29 and ending July 30. It was created to encourage divers to visit their local dive center to update their dive equipment and refresh and advance their dive training.
In addition to being made available to the Industry for download and sharing, the poster and PSA will be promoted as a social media campaign via DEMABe A Diver, and DiveCaching Twitter & Facebook pages prior to and during the Lobster Mini-Season, as well as on social media sites of affiliated organizations. The poster is now available to be viewed, shared and downloaded and the PSA can be viewed and shared via the Be A Diver YouTube channel. All divers and Industry Professionals are encouraged to share the PSA with their social media friends and followers and their local diving community to spread this important message. 

Opposition to the Cayman Islands Cruise Ship Berthing Facility is URGENTLY NEEDED

DEMA urgently requests all members of the diving community to issue a statement to the Cayman Islands Department of Environment (DOE) by the July 3rd deadline OPPOSING the construction of a proposed cruise ship berthing facility. 

The Cayman Islands Department of Environment has made the Draft Non-Technical Summary of the Environmental Impact Statement (EIS) for a proposed Grand Cayman Cruise Berthing Facility available.  Comments on the Draft Statement, Non-technical statement and the Technical Appendices must be submitted in any of the following ways: 
  1. In writing electronically via e-mail to doe@gov.ky
  2. Mailed to Department of Environment, P.O. Box 10202, Grand Cayman KY1-1002
  3. Hand delivered to Department of Environment, Environmental Centre, 580 North Sound Road, George Town, Grand Cayman 
The comment period will officially close on Friday 3 July 2015. 



The technical data can be found in various links seen here: http://ht.ly/OAfec

DEMA's opinion is that the construction and operation of this facility will be devastating to the natural coral reefs.  Damage will occur due to direct dredging action, turbidity and siltation on the living reefs near Georgetown during construction and additional damage will likely be caused by the on-going dredging required to maintain the berthing facility, as outlined in the June 2, 2015 Environmental Statement.  In addition, in studying the data presented in the draft Environmental Statement, the actual economic benefit to the Cayman Islands appears to be questionable, involving millions of dollars to re-locate a shipwreck (the Balboa) and portions of the living reef with a result that there would still be a net loss of living coral. 

Given that tourists arriving by air to the Cayman Islands (rather than cruise ship) account for 77% of the tourist revenue generated there, it appears to make little economic sense to destroy the very fabric of Grand Cayman's attraction to tourists, to accommodate a greater number of cruise ships ferrying tourists who, according the Environmental Statement, spend an average of less than $CI 100 per person on island.

All divers and all dive professionals are URGED to make comments directly to the Cayman Islands Department of Environment prior to the July 3rd deadline.

Tuesday, June 23, 2015

DEMA's Board Meets for Quarterly Meeting & Discusses Strategic Direction with Industry Stakeholders

On June 8th and 9th, the DEMA Board of Directors met for a Quarterly Board Meeting with key topics for discussion being strategic planning, Reaching Out Award Nominations, and implementation of new board policies to help the association thrive in the future.
Day one of the Board Meeting began with a group discussion to help set DEMA’s strategic direction over the next 24 to 36 months. Attended by the DEMA Board of Directors, as well as by several invited Industry stakeholders who were also present at the 2014 Strategic Session, the group discussed DEMA’s progress since the meeting and plans for the future.
Those in attendance included:

Industry Stakeholders:
  • Don Rockwell, Aqua Lung
  • Sid Stovall, Ascuba Venture, Inc.
  • Mark Young, Dive Training Magazine
  • Dean Garraffa, Huish Outdoors
  • Richard Mitsoda, Maduro Dive Fanta-Seas
  • Mike Lever, Nautilus Explorer
  • Drew Richardson, PADI Worldwide
  • Jeff Nadler, PADI Worldwide
  • Jenny Collister, Reef & Rainforest Dive & Adventure Travel
  • Joe Stella, Scubapro
  • Doug McNeese, Scuba Schools International
  • Stephen Ashmore, TUSA
DEMA Board Members:
  • Mike Hollis, Pelagic Products
  • Scott Daley, Body Glove International
  • Tim Webb, Caradonna Dive Adventures
  • William Cline, Cline Group Advertising, Inc.
  • Dan Orr, Dan Orr Consulting
  • Werner Kurn, Ocean Enterprises, Inc.
  • Kristin Valette  , PADI Americas
  • Tom Leaird, Scuba Educators/PDIC International
  • Stuart Cove, Stuart Cove's Dive Bahamas
The group discussed outcomes and opportunities as a result of the previous meeting, including:
Ongoing Industry Research Projects
Led by Research Committee Chair, William Cline

Discussion included progress of the next research phase which includes cross-tabulating data collected to determine more about diver purchasing behavior, and collection of retail dive store benchmarking data to help retailers compare their progress to that of the Industry.

New Consumer Marketing Initiative
Led by Consumer Marketing Committee Chair, Kristin Valette
Discussion covered the direction of DEMA’s new consumer marketing initiative including stakeholder feedback regarding future plans. Stakeholder suggestions included:
  1. The need to ensure engagement by Industry stakeholders in the process and in the program to make sure the effort is headed in a direction that is most useful for the entire industry. Invest the majority of DEMA’s time, energy and resources into collaborating with the industry to make this initiative successful for all.
  2. Conduct several retailer and travel case-studies to fine-tune efforts prior to launching them out to all stakeholders.
Mission Statement and Governance Evaluation
Led by 2014 Strategic Direction Committee Chair, Tom Leaird
Discussion involved reviewing the next steps to determine DEMA’s direction for the next 24 to 36 months, including the association’s Mission Statement. In addition to Committee Members, the following stakeholders volunteered to participate in making recommendations to the DEMA Board:
  • Mike Hollis, Pelagic Products
  • Tom Leaird, Scuba Educators/PDIC International
  • Mike Lever, Nautilus Explorer
  • Doug McNeese, Scuba Schools International (SSI)
  • Jeff Nadler, Professional Association of Diving Instructors (PADI) Worldwide
  • Dan Orr, Dan Orr Consulting
  • Mark Young, Dive Training Magazine
The first meeting of the Strategic Direction Committee will be scheduled in July.

The ultimate goal of this session was to continue the effort to collaborate with members of the professional diving community and help establish a strategic direction for DEMA; a direction that can assist in developing a more profitable future for the diving industry.
“I welcomed the opportunity to provide input on the direction of our Industry’s trade association. Working with concerned DEMA Members to make our trade association more responsive and proactive is how our Industry will become stronger and remain viable in the future. While expressing a valid concern is healthy, continuous pessimism is not,” commented Richard Mitsoda, Managing Director of Maduro Dive Fanta-Seas. “I encourage every stakeholder to be involved; to voice and support positive solutions to achieve industry growth. Only by working together, but yet striving at being the best at what each of us does, is how both individually and collectively we will succeed.”

After the strategic group discussion, the Board of Directors reconvened to review the input from the stakeholder group.  In addition, the 2015 Reaching Out Award nominee evaluations were reviewed, and honorees were determined to be Jim Gatacre, founder of the Handicapped Scuba Association, and hyperbaric researcher Dr. Richard Vann. Also of significance, was a discussion about Industry participation in DEMA and the annual DEMA Show. This discussion included ideas for involving more stakeholders in their trade association community to increase success of such items as Industry research and consumer marketing.

The next Board Meeting is scheduled for August 19th, 2015. 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 www.dema.org