Wednesday, April 23, 2014

Dive Center Business Features Article Supporting DEMA Store-Level Research Program

** AnySite Consumer Data Program Highlighted Throughout Article**
DEMA is pleased to announce that the March/April 2014 edition of Dive Center Business magazine has highlighted the benefits of DEMA Members using the AnySite Marketing Information System from Pitney Bowes, along with the MicroBuild Life Stage market segmentation system.
This marketing information system is designed to assist retailers in understanding the customers living near their stores and also benefits them by providing a method to reach new customers. The state-of-the-art system is the same tool used by retailers, hotels and restaurants all over the world to find new customers and evaluate customers living near their business locations. AnySite is available to all DEMA Members, making it possible for Members to locate and understand potential customers living near their operation.
“It’s no secret that new divers are the lifeblood of our Industry and creating more new divers is one of the critical tasks of a dive center owner and manager,” commented Tom Ingram, Executive Director of DEMA. “By utilizing the AnySite Marketing Information System, DEMA Members will have access to a sophisticated but inexpensive and an easy-to-use system of evaluating their current retail store location, and finding more potential customers living nearby.”
DEMA’s colorful dive infographic posters that are based on information produced by AnySite on the Industry are also showcased throughout the article and featured as the magazine’s cover artwork.  There are five key infographics, which provide information on (1) Who is the Open Water Diver, (2) Who is the Diver Buying Equipment (hard goods), (3) Who is the Continuing Education Diver, (4) Who is the Diver Traveling to a Land-Based Resort, and (5) Who is the Diver on a Liveaboard Boat.  These infographics are available online at
 “AnySite provides objective insights into today’s diving customer and more importantly, describes their buying behaviors, attitudes and beliefs as well as their demographics,” concluded Ingram. “DEMA Retail Store Members can now request a free evaluation of their store’s location, including an objective evaluation of the customers living nearby, based on specific criteria.”
To read the DEMA article in its entirety click here.

Tuesday, April 15, 2014

Dive Twerking, Celeb Endorsements, Customer Research, & Other Ideas Emerge From 2020 Vision Session

** DEMA Hosts 2020 Vision Session in Affiliation with the Beneath the Sea Show to Continue Gathering Recommendations for the Future of the Diving Industry**
How can we re-activate previously certified divers? What are the demographics of people who currently dive?  What does the industry have to do to bring young people into diving?  These are just a few of the question that were addressed during DEMA’s latest 2020 Vision brainstorming session, conducted during the Beneath the Sea Show in New Jersey. 
Conceived in 2011 as a means by which DEMA Member input could help steer the direction of the Industry, 2020 Vision Sessions are part of the strategic planning process used by DEMA’s Board of Directors.  Ideas and priorities from these brainstorming sessions help the Board understand the needs of Industry Members “on the ground” and help to shape the future of recreational diving.  At the most recent 2020 Vision Session, held in affiliation with Beneath the Sea, participants focused specifically on two topics: how to reactivate previously certified divers and bring young people into diving.
For those already certified divers who have not been diving recently, participants thought it was important to focus on the following key factors to entice these customers, already interested in and familiar with diving, to start diving again:
  • Make it social and fun, and use social media, viral videos, celebrity endorsements, and local dive parties
  • Since many divers take a hiatus to have families and are more available as their kids get older, focus on family connections and the health and wellness benefits of diving
  • Highlight all the equipment and technology improvements and the ease of diving today
  • Encourage a variety of eco-based activities, like local beach clean-ups or coral restorations
With data indicating potential for Industry growth by reaching possible divers in the age range of 11-17 years old, there was also a focus on developing ways to bring young people into diving. Ideas for reaching a young audience included:
  • More advertising aimed at this 11-17 year old age range
  • The use of mentor / guest lecturer programs within schools or youth groups
  • Make diving look fresh, fun and exciting, focusing on the fun people have in the water and as a fun social experience
  • Use celebrity kid-divers as role models
  • Find ways to share diving as a family activity
  • Integrate Open Water Scuba courses and some of the science and physical aspects of diving into public and private school curricula (e.g.: teach marine biology and physics using diving examples)
  • Use social media to promote and engage kids with the diving culture and lifestyle
  • Leverage viral trends to promote awareness and captivate attention (e.g. “dive twerking”)
DEMA encourages all Industry professionals to review the brainstorming notes from this session and develop their own thoughts to share with us:
If you have any questions regarding DEMA 2020 Vision Sessions please contact us at or (858) 616-6408.

Wednesday, April 2, 2014

DEMA Hires Strategic Planning Professional to Help Guide the Future of the Association

**DEMA Board of Directors, Members and Industry Professionals will Work Together to Determine Future Goals **
Where do you see the Diving Industry in 20 years?  What is DEMA’s role in the future?  What do you want from your Industry Association?  These are questions that DEMA has asked often with a wide variety of answers from each of its five stakeholder groups.  It’s for this reason, and numerous others, that the DEMA Board has chosen to work with strategic planning professional, Jeff DeCagna, Chief Strategist of Principled Innovation LLC to help guide the Association into the future.
In 2011, DEMA began the process of “strategic learning,” by opening the 2020 Vision sessions at DEMA Show, Beneath the Sea and the Long Beach Scuba Show.  With input from a wide variety of industry stakeholders, the DEMA Board began implementing ideas raised in these sessions, including access to health insurance and programs promoting local diving.  In February of 2013, in preparation for the first face-to-face strategic learning opportunity in several years, the DEMA  Board began evaluating the Association and its programs in preparation for a strategic planning process that began earlier this year.  Under the guidance of DeCagna, DEMA collected data and industry feedback.  Now in 2014, additional feedback has been collected under the guidance of DeCagna using three different methodologies; targeted group phone conversations, an online data collector that is currently underway and a face-to-face strategic learning workshop that will be held in April in San Diego.
DEMA would like to thank all of those industry professionals that are working with DEMA in this process to help better our industry and Association.  We look forward to sharing information and progressing to help improve the industry overall.
If you have any questions about the planning process please contact us at

Tuesday, March 11, 2014

DEMA Requests Your Input and Engagement at 2020 Vision Session During the Beneath the Sea Show

Input Helps Improve the Diving Industry

Join Tom Ingram, Executive Director of DEMA, for a brainstorming session at Beneath the Sea in Secaucus, NJ on March 30th.  It is an opportunity for you to provide input on the direction of the Diving Industry over the next few years.  DEMA has already implemented many of the ideas generated in previous 2020 Vision brainstorming sessions since its inception in 2011, including:

  • Access to health insurance for DEMA Members, including business owners and their employees.
  • Access to Worker’s Compensation Insurance for DEMA Members.
  • Increased use of social media as well as examples of how social media can be beneficial to diving businesses,  including the use of a DEMA Blog and increased interaction with the professional and recreational diving community on Facebook, Google+, Instagram, Pinterest and Twitter.
  • Implementation of programs to reach a younger audience and bring them into diving.
  • Creation and promotion of programs which encourage “local diving” to keep divers more active year-round.
All of these ideas came directly from previous 2020 Vision Sessions and members of the Industry just like YOU!

DEMA’s 2020 Vision is tackling some of these topics in depth during this upcoming session.  Two hot brainstorming topics for discussion in New Jersey include getting more young people involved in diving and how to reactivate previous divers who have been out of the water for a while.  These two topics have been raised at other 2020 Vision Sessions and are the key point of focus for the upcoming discussion.  

DEMA’s Board of Directors is looking for your ideas to help us all take control of our businesses. Please plan to attend this important brainstorming session at BTS!  DEMA encourages all Industry Professionals to register in advance and join us on Sunday, March 30 from 10:00 a.m. to 12:00 p.m. to continue the discussion. Those registering for the Session in advance can request a free ticket to the Show during the registration process, compliments of Beneath the Sea.
  • When?  Sunday, March 30, 2014 from 10:00 a.m. to 12:00 p.m.
  • Where?  2nd Floor, Press Room at Beneath the Sea
  • Who?  All Dive Industry Professionals are welcome   
If you have any questions please contact DEMA at (858) 616-6408 or DEMA extends its appreciation to Beneath the Sea for co-sponsoring this session.

Tuesday, February 25, 2014

DEMA’s “Deep Ambitions” Aquatic Career Fair at Our World Underwater Hosts Over 70 Students Who Experience Diving and the Possibilities it Brings

As an addition to the Be A Diver Pool exhibiting at Our World Underwater, held February 14-16, 2014 in Chicago, IL, DEMA hosted a Deep Ambitions Aquatic Career Fair on February 14. Over 70 7th grade students from Timothy Christian Middle School participated in the Career Fair and had the opportunity to learn more about the marine environment, diving and how they can get involved.
Dive Industry influencers were on hand, including Annie Crawley of Dive Into Your Imagination and artist Rogest, helping the students open their eyes to the underwater world and the possibilities it brings. DEMA extends a heartfelt thanks to Jonathan Lavan and Janna Nicholas from REEF (Reef Environmental Education Foundation); Bill Thompson, representing ECARA (Eastern Carolina Artificial Reef Association) and Deanna LaSusa-Hotchner with Discover the Depths for their support in educating and inspiring these students during their visit.
In addition to learning from these influencers about our oceans and diving, the 7th graders were given the chance to try diving in the Be A Diver Pool right on the Our World Underwater Show floor. Pool Tour Coordinator “Big Wave” Dave Reidenbach and fellow certified scuba diving instructor staff from local dive stores were on-site to provide assistance. Students even had the opportunity to have their photo taken underwater to share with their family and friends on social media and when they get home.
“Children of all ages thrive on activity and new experiences,” commented Tom Ingram, Executive Director of DEMA. “Inspiring today’s youth to become involved in diving is vital to the future of the Industry, its business and the marine environment. The goal of DEMA’s Deep Ambitions Career Fair is to foster involvement in diving and diving-related careers from the younger generation.”
DEMA extends thanks to all the volunteers for their time and support in making the day a success. For more information about DEMA’s Deep Ambitions Aquatic Career Fair and how you can host one in your area visit DEMA or contact DEMA at

Tuesday, February 18, 2014

DEMA Board of Directors to Meet in San Diego, CA for First Face-to-Face Board Meeting of 2014 on February 26th and 27th

DEMA’s Board of Directors will meet on February 26th and 27th to welcome the newly elected members of the DEMA Board of Directors and to continue strategizing ways to help grow our Industry and maximize DEMA’s benefits for Members. Topics for discussion will include Membership Benefits and Marketing, Proposed 2014 Promotions, Continuing Customer Research, plans for DEMA Show 2014, and DEMA’s Strategic Planning Initiative.
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 a so called “consent agenda.” For February the consent agenda will include:
  • November 2013 Board Meeting Minutes
  • Post DEMA Show 2013 Summary
  • 2013 Year-End Membership & Programs Update
  • Legislative Update
  • Research Report
  • 2013 Year End Financial Summary and Manufacturer’s Fund Report
Following approval of the consent agenda, the Board will have an opportunity to review the latest version  of the customer location intelligence and demographic program, AnySite, which DEMA uses to produce customized store-level research for its Members, allowing individual DEMA Members to find targeted local prospects most likely to buy from their business, and in turn, maximizing marketing efforts to help increase their bottom line. Tom Ingram, Executive Director will review a proposal for the next steps in end-user research and plans for DEMA Show 2014, taking place November 19th-22nd at the Las Vegas Convention Center in Las Vegas, NV will also be discussed. The Board of Directors will also review the current status of DEMA’s Strategic Planning Initiative and the proposed 2014 budget. Once all other agenda items from day one are addressed the Board’s final task of the day will be to confirm committee chairs and committee members.
Day two of the Board of Directors Meeting will allow Committee Chairs to start planning their work for the year. Each Board Member can volunteer to work in various committees based upon their areas of expertise, interest, knowledge and talent. 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 for their strategic decision-making.  Additional Committee information is available online.
The Board of Directors Meeting will conclude the afternoon of Wednesday, February 27th, after new business is addressed. 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 2014 meeting dates will be confirmed during February’s meeting.

Friday, February 14, 2014

DEMA Introduces 2014 Board of Directors

The results of DEMA's 2014 Board of Directors Election are in! Members of DEMA's 2014 Board of Directors include the following individuals:
Stephen Ashmore, TUSA
Scott Daley, Body Glove International*
A2-Diver Certification and Training Agencies
Tom Leaird, Scuba Educators/PDIC International*
Jeff Nadler, PADI Americas
A3-Dive Publishing, Media, Consulting and Non-Retail Service Providers
Bonnie Borkin, Bonnier Corporation – Dive Group*
William Cline, Cline Group Advertising, Inc.
Darcy Kieran, Total Diving
Werner Kurn, Ocean Enterprises, Inc.*
A5-Travel & Resorts
Jenny Collister, Reef & Rainforest Dive & Adventure Travel
Stuart Cove, Stuart Cove's Dive Bahamas*
*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 2014 by 1/10/14 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!