Wednesday, October 15, 2014

DEMA Announces New Member Benefit to Premiere During DEMA Show 2014

**DEMA Partners with Make A Hero Foundation to Produce Content for Member Use **
DEMA has partnered with Make A Hero Foundation (MAH) to provide content to help promote recreational diving using MAH’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 is important to the Diving Industry because it showcases the ‘Healing Power of the Ocean’ through inspiring stories about scuba diving,” explained Producer and Director Kurt Miller, CEO of MAH.
“DEMA is excited about the latest film produced by MAH, and the universal message it carries about the strength of the human spirit,” commented Tom Ingram, Executive Director of DEMA. “By showing the role scuba diving can play in the healing process, it reinforces diving as a sport in which anyone can participate.”
Make A Hero Foundation will be exhibiting at DEMA Show 2014, and premieringThe Current on Thursday at 2:00 p.m. in booth #238.  Plans also call for one or more individuals featured in the film to be available and respond to questions after the premiere.  Additional information on the movie is available on the Make A Hero website.

Importantly, DEMA has partnered with MAH to make the film available to DEMA for use with the Be A Diver Pool Tour, and for members of DEMA to have access for their own promotions of scuba diving.  More details on availability of this inspiring content will be presented during DEMA Show.


Tuesday, September 30, 2014

DEMA Show Venue Selection Explained

**Association Selects Venues Based Upon Required Criteria: Availability, Size, Member Cost Containment and Hotel Pricing**
As the annual trade-only event for the dive industry, DEMA Show attracts almost 10,000 Attendees each year. The Association often receives inquiries from Members asking how the host city and convention facilities are selected.  Simply stated, selection is based on the availability of sites and the needs of Attendees and Exhibitors.
“As an international organization, DEMA consciously works to select a venue that will offer value to all of our constituents, particularly our Members,” commented Tom Ingram, Executive Director of DEMA. “Since venue changes usually require an advance window of three to five years, the Show Committee is always considering new cities to host DEMA Show. In the recent past, DEMA has reviewed proposals from various locations such as Reno, New Orleans, San Diego, Denver and others. Based on the criteria requirements, we will continue to select venues that benefit both Attendees and Exhibitors.”
One variable that restricts city and venue choices is the size of the available convention center.  DEMA Show is one of the “Top 250” trade shows in the US according to Trade Show News NetworkMagazine, requiring between 350,000 and 400,000 gross square feet of contiguous space and with at least 30 meeting room spaces to accommodate daily Exhibitor-sponsored and DEMA-sponsored seminars.  As a result, DEMA Show can only be accommodated in a limited number of US cities.
In a recent Trade Show Executive article listing the largest convention facilities in the US, fewer than 40 centers were shown to be large enough to handle DEMA Show.  Some of those don’t have sufficient contiguous space.  
DEMA is also very concerned with Exhibitor and Attendee costs for participating in the Show, and selecting cities with reasonable hotel and labor costs is of paramount concern.  Another important considerations is making sure that sufficient airlift exists to oblige domestic US and international travelers to DEMA Show.    
Host hotel cost for DEMA Show has always been kept under $200 per night, a rarity for large convention cities and hotels within a short distance to the convention center.  The host hotel criteria includes the need to accommodate up to 12,000 guests with a minimum of 8,500 room-nights (1,800 on peak nights) and be located within a five mile radius of the convention facilities. Additionally, current published industry labor rates for the city must be within 10% of the median current rates for past DEMA Show cities.
In addition to setting the overarching goal of “producing an annual trade event for the industry which services the needs of its stakeholders and produces a successful financial outcome for the association,” ultimately, the DEMA Board makes the final decision on Show locations based on staff research and analysis of available venues. Since 2007, DEMA Show has selected a rotation between Orlando, FL and Las Vegas, NV. Both Orlando and Las Vegas are major airline gateways and their convention centers are ranked within the top five meeting destinations based uponpopularity and size.

The dates for the upcoming shows are as follows:
  • 2015: November 4-7: Orange County Convention Center, South Halls, Orlando, FL
  • 2016: November 16-19: Las Vegas Convention Center, South Halls, Las Vegas, NV
  • 2017: November 1-4: Orange County Convention Center, South Halls, Orlando, FL
  • 2018: November 14-17: Las Vegas Convention Center, South Halls, Las Vegas, NV
  • 2019: October 30 – November 2: Orange County Convention Center, South Halls, Orlando, FL
DEMA continues to review potential new venue cities and facilities that meet the criteria desired by DEMA Members and Show Attendees and Exhibitors.  For more information on DEMA Show visit www.demashow.com

Tuesday, September 23, 2014

DEMA Industry Opinion Poll Findings Aid the Florida Fish and Wildlife Conservation Commission (FWC) in Securing Goliath Grouper Moratorium Continuation

**73% of the Industry Agrees with FWC’s Rule to Uphold the Current Moratorium**
Fielded between September 5-9, 2014, data from a DEMA Industry opinion poll was provided to the FWC prior to an important meeting held September 10-11, 2014 in Kissimmee, Florida. During the meeting the FWC reviewed a staff report on the biology, research and management status of goliath grouper.
 “Given the continued scientific uncertainty regarding the recovery of goliath grouper populations, DEMA favors the continuation of the current moratorium on harvest of this species, as we have since 2011,” commented Tom Ingram, Executive Director of DEMA. “However, we do believe it is important to capture the opinions of all diving stakeholders regarding this issue, which is why we conducted this poll on this legislative subject.”

As a result of the meeting, FWC ruled to uphold the current moratorium. The meeting was open to the public, and various dive shop owners attended.  Majority of the dive shops voted to approve the staff recommendation, and testified in favor of the moratorium. No divers argued the favor of allowing harvest of the goliath grouper in Florida.
Ingram concluded, “Legislative involvement is one of the most important functions of DEMA as a trade association. “We are gratified with the response we received from the Industry, and appreciate their input and commitment to support DEMA’s involvement in these legislative issues.”

Tuesday, September 16, 2014

DEMA-Sponsored Seminar Track 3: Sell It Helps DEMA Show Attendees Learn Successful Sales Strategies

DEMA-Sponsored Seminar Track 3: Sell It at DEMA Show 2014 is offering an entire track dedicated to helping attendees learn successful sales and marketing strategies that can impact their bottom line today and in the coming year.  Track 3 offers topics from popular and knowledgeable speakers including Stacy GarrettSenior Account Executive, Southwick Specialty Advertising; Rick Segel, President, Rick Segel & Associates; Tom Shay, Principal, Profits Plus; Wendi Swanson, Senior Consultant, The Freidman Group; Lynn Switanowksi-Barrett, President, Creative Business Consulting and Steve Weaver, CEO, Dream Weaver Travel.  Just some of the seminar topics include:
  • How to Sell Without Selling
  • Making Dive Travel a Profit Center
  • Inventory is NOT Fine Wine, it Doesn’t Get Better with Age – Learning to Maximize Your Inventory
  • Turning Showrooming into Sales in Your Retail Store
  • Customer Lies – “I’ll Be Back,” “I Have to Talk to my Spouse,” and “I Need to Shop Around.” How to Handle and Close Them NOW!
  • Team UP for Success: How to Form a Quality Selling Team
  • “Can I Help You?,” “Are You Finding Everything All Right?” and Other Retail Tragedies
  • Five Secret Steps to Making Sales in the Retail Business and Making Your Sales G.R.E.A.T.
In addition to the sessions within Track 2, attendees will also find Track 1: Understand It, and Track 2: Market It as part of the DEMA-Sponsored Seminar Program packed with a wide spectrum of session topics that are of interest to you and meet your specific needs.
View complete session details and register for the DEMA-Sponsored Seminar package on the DEMA Show website.  2014 DEMA Members can save up to $125 on their seminar package price by registering now, before the early-bird pricing deadline of October 17, 2014.  Become a 2014 DEMA Member today and SAVE!  All attendees are encouraged to make the most of their Show experience by attending these seminars to help your business succeed. 

Wednesday, September 10, 2014

DEMA’s Board of Directors Meets to Review and Discuss Progress for the Association


On August 18th the DEMA Board of Directors participated in a conference call to follow up on the topics that were discussed during the June board meeting. The key issues that were reviewed included the new Retailer Resource Committee, DEMA’s online forum, a discussion of DEMA’s Mission and governance, a possible partnership which could help generate content for DEMA-Member use and Board Member candidate nominations.
“DEMA and the Board have made significant progress in our efforts to have more positive impact on the Industry,” commented Tom Ingram, Executive Director of DEMA. “We will continue to work on the action items that were discussed during our board meeting, as well as strategizing how DEMA can provide more ‘thick value’ for the Industry, increase opportunities for collaboration and help the Industry thrive.”
The board meeting began with the Board’s approval of reports covering past activities as part of the consent agenda. After the approval of the consent agenda, the key topics were discussed and the following actions were taken:
1.     Retailer Resource Committee: This committee was created as a result of the Strategic Learning Session held in April 2014. It focuses on how DEMA can provide appropriate resources and support to dive retailers, including access to education, pertinent and actionable data, and ultimately business growth. It was agreed that the committee should be comprised of approximately 10 Members, and the individuals who accept committee membership will be encouraged to remain on the committee starting in 2014 and continuing into 2015.
2.     DEMA’s Online Forum: The Board agreed to keep the forum in its current format, and DEMA will continue to encourage online discussions as well as monitor the forum as DEMA Show approaches.
3.     DEMA Governance Next Steps: Elections, Membership, Mission: The Board has indicated the need for an outside consultant to assist with a review and update of DEMA’s governance, membership format and mission statement.  DEMA is moving forward with an experienced consultant starting in September, with an anticipated completion of the project’s initial stages by the end of 2014.
4.     Developing Content for Member Use: The Board discussed several possibilities for inexpensively creating content which could be used by DEMA Members to promote recreational diving.  A number of possible partnerships through non-profit organizations were discussed. Proposals are currently under review by DEMA staff.
5.     Board Nominations: The DEMA staff has reached out to DEMA Members with an interest in being potential candidates for the 2015-2017 Board of Directors.  A call for write-ins has also been issued.
The DEMA Board will meet again during November’s DEMA Show.  More information on DEMA’s Board of Directors and Committees 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

2015 DEMA Board of Directors Election Slate Announced


- DEMA Member Write-In Petitions Must Be Submitted by October 10, 2014 –
DEMA has announced that its 2015 Board of Directors election will take place from December 15, 2014 to January 30, 2015.  All 2015 DEMA Members are eligible to vote.  DEMA's 2015 Board of Directors Election candidates are:
Category A1 – Manufacturers, Distributors and Affiliated Field/Sales Representatives:
  • Tom Bird, Trident Diving Equipment
  • Mike Hollis, American Underwater Products
  • Stefan Michl, Mares
Category A2 – Diver Certification and Training Agencies, and Affiliated Field/Sales Representatives:
  • Kristin Valette, PADI
*Category A3 – Dive Publishing, Media, Dive Industry Consulting, Associations & Non-Retail Service Providers:
  • William Cline, Cline Group Advertising, Inc. (incumbent)
  • Dan Orr, Dan Orr Consulting
Category A4 – Retail Distribution of Diving Goods & Services:
·        Bill Cole, Sea Experience
·        Davis Graham, Texas Dive Center
·        Darcy Kieran, Divers Direct (incumbent)
·        Tom Maddox, American Diving Supply
Category A5 – Dive Travel Provider or Resort:
·        Keith Sahm, Sunset House
·        Tim Webb, Caradonna Dive Adventures
The DEMA Board members serve for three year terms.  In the 2015 Board election two seats are open in the A3 category.  Pursuant to DEMA’s bylaws the candidate with the most votes shall be elected for a period of three years.  The candidate with the second most votes shall be elected for a period of two years. The following Board members will continue their terms, serving through 2016:
Scott Daley, Body Glove International – Manufacturing (A1)
Tom Leaird, Scuba Educators/PDIC International – Training Organizations (A2)
Werner Kurn, Ocean Enterprises – Retail (A4)
Stuart Cove – Travel and Destinations (A5)
Write in nominations for the 2015 Board of Directors election slate are currently being accepted by DEMA and to be valid must be received by 4:30 pm Pacific Time on October 10, 2014.  There are two options for a write-in candidate to be included on the final election slate:
  1. The nomination can be proposed by a petition of Members (renewed for 2015) holding two percent (2%) or more of the voting power of the Association; or
  2. The candidate may be written in by a petition of at least ten (10) A-class Members (renewed for 2015). 
The write-in candidate may choose the petition option that best fits their circumstances.  Those primary DEMA Member Voting Delegates interested in becoming a write-in candidate should contact DEMA at secretary@dema.orgto request a write-in petition form.
All A-category DEMA Members who pay their 2015 dues by 4:30 pm Pacific Time on January 9, 2015 will be eligible to vote in this election.  DEMA encourages Members to consider each candidate carefully and to vote for the candidate in each category that meets industry needs as perceived by the individual Member.  There is neither a requirement in the DEMA Bylaws nor any obligation in the voting procedures which compels DEMA Members to conform to a “voting bloc.”  For membership information please contact membership@dema.org or (858) 616-6408.
In accordance with the DEMA Bylaws, Directors serve three-year terms.  For more information on DEMA's Board of Directors and Bylaws visit www.dema.org

Wednesday, September 3, 2014

DEMA, DAN & REEF Share Florida Fish and Wildlife Conservation Commission’s (FWC) New Rules that Make it Easier for Divers to Catch Lionfish



**Association Releases Lionfish Safety Poster and DAN Safety Card to Coincide With New Guidelines**

The Florida Fish and Wildlife Conservation Commission (FWC) has released new rules in Florida to help control the spread of invasive lionfish.  DEMA encourages divers to familiarize themselves with the FWC’s new lionfish rules, and has partnered with Divers Alert Network (DAN) and Reef Environmental and Education Foundation (REEF) in creating a safety poster and card for divers to increase safety awareness when spearing or handling lionfish.
The FWC has banned imports by aquarium stores and lifted restrictions on catching lionfish to make it easier for divers to spear them. These new rules allow lionfish to be speared by divers using rebreathers and allow lionfish competitions to be held in areas that are normally closed to spearfishing.  With these new guidelines in place, DEMA has partnered with DAN and REEF to distribute a first aid safety card and poster that provide effective basic first aid instructions for lionfish related injuries. Divers can also download the card from DAN’s website, REEF’s website or from DEMA’s BeADiver.com website.
“With the FWC’s new lionfish rules, more divers will be hunting lionfish in efforts to help control local populations of these invasive and detrimental fish,” commented Tom Ingram, Executive Director of DEMA. “However, it is imperative for divers to equip themselves with proper first aid knowledge when hunting lionfish. By promoting the safety materials we created in conjunction with DAN and REEF, we hope to empower divers with the necessary knowledge to quickly and properly handle an encounter with the venomous lionfish.”
Both the poster and card highlight how to manage a lionfish sting while diving and outline surface first aid procedures. DAN’s emergency hotline phone number is also included on the safety materials. All divers and Industry professionals are encouraged to download and share the safety poster and card with their social media friends and followers as well as their local diving community to spread this important message.