Friday, April 27, 2012


** Growing the Diving Industry Using Proven Cross Marketing Techniques **
As announced at DEMA Show 2011, DEMA is continuing discussions with the Greater Fort Lauderdale Convention & Visitors Bureau about hosting an annual consumer-based diving and sports festival in Fort Lauderdale starting in spring of 2013.  Far from being a “diving consumer show,” the intent of such a festival is to reach outside of the diving industry to potential consumers who currently participate in activities with a high potential for cross-over to diving.  The ultimate goal is to use this well-known method of cross-marketing to increase the number of scuba divers and snorkelers.  Read more about the Festival here.

During the “2020 Vision” brainstorming sessions hosted by DEMA in 2011, Diving Industry Professionals expressed their concerns, ideas, and strategic thoughts for the future of the Industry. Among these was the need for promoting the “diving lifestyle” as well as reaching new audiences.  The DEMA Festival, as conceived, addresses many of these issues, with an eye toward Industry growth. 

The concept for the Festival, a city-wide, diving-based consumer event with additional activities and widespread media opportunities for diving, also stems from significant findings in research conducted by DEMA starting as early as 2004. The information collected has been helpful in realizing how the diving industry can increase growth and interest in the sport through cross-promotion and other methods.  The research created an objective and accurate “picture” of the active diver; the diver’s financial resources, age, “lifestyles,” activities in which they participated, and more.  A significant finding of the research was the discovery of these “other” activities to which divers are most attracted. 
Based on these significant findings, the Festival will feature diving, as well as other recreational activities in an effort to draw active divers, as well as a new potential audience. “We are confident that a consumer event which features more than just diving and which takes advantage of the cross-over potential of these other activities will provide the diving community with invaluable exposure to a huge audience with great potential interest,” explained Tom Ingram, Executive Director of DEMA. “Such a Festival benefits recreational diving and also opens the way for sponsorships and funding from other activities and industries, as originally envisioned by the DEMA Board.”

The Festival is tentatively planned for spring of 2013 in Ft. Lauderdale, FL. Additional details will be available at as they are determined.

The next brainstorming “2020 Vision” session will be held at Scuba Show in Long Beach on May 6, 2012. To participate in this collaboration with industry professionals, register here.


**Rachelle Morris Hired to Serve as Membership Marketing & Communications Coordinator in an Effort to Improve Communication with DEMA Members**
DEMA is proud to announce and welcome Rachelle Morris as its new Membership Marketing and Communications Coordinator. Within this position, Morris will work to improve awareness of the invaluable benefits members receive with DEMA, as well as execute enhanced marketing and communication strategies.

“I was attracted by the company’s mission to promote industry growth while supporting the protection of aquatic environments and resources,” said Morris.  “I am very fortunate to have found myself in a position where I can enjoy what I do while feeling motivated and inspired by the organization’s mission and goals.”

Morris comes to DEMA with experience in marketing, communications, and event planning; much of which has been within the not-for-profit sector. Most recently, Morris worked as the Marketing and Member Services Manager at San Diego Employers Association (SDEA). There, she spearheaded the rebranding of the association, implemented new and result-producing communication and marketing strategies, and successfully increased member retention and event attendance.

Morris holds a B.A. from San Francisco State University. DEMA is pleased to have Morris join the team, and looks forward to a successful future with her.

Wednesday, April 18, 2012


**Association Supports Attachment to FY 2013 Appropriation Bills Prohibiting Use of Funds for Policy Implementation**

San Diego, CA - (April 18, 2012) - DEMA has partnered with the National Ocean Policy Coalition and more than 80 different organizations supporting a letter written to Harold Rogers, Chair of the US House Appropriations Committee by Doc Hastings, Chair of the U.S. House of Representatives Committee on Natural Resources. Chair Hastings letter to Mr. Rogers requests that language be included in all Fiscal Year 2013 appropriation bills specifically prohibiting the use of funds to implement the National Ocean Policy, created by Presidential Executive Order 13547 in 2010.  

"The National Ocean Policy Coalition is one of the many organizations with which DEMA has been working to ensure that appropriate science exists prior to executing this sweeping National Ocean Policy, and that access to dive sites is not encumbered unnecessarily by its implementation" commented Tom Ingram, Executive Director of DEMA. "The dive industry has agreed that an ocean policy that is designed to stimulate job creation and economic growth while conserving the natural resources and marine habitat of our oceans would be of great benefit to our nation. However, more time and appropriate scientific study is needed to adequately establish justification for many aspects of the policy, based on realities on the ground."  

The National Ocean Policy has the potential to unnecessarily harm terrestrial and marine economic values by affecting sectors such as agriculture, commercial and recreational fishing, recreational boating, among others. These sectors support tens of millions of jobs and contribute trillions of dollars to the U.S. economy.  

The Natural Resources Committee has undertaken oversight of this far-reaching Policy, which raises serious concerns due to the risk of unintended geographic scale under which it is to be established and because the Policy has already been cited as justification in a Federal decision restricting access to certain areas for commercial activity. One of the Committee's key concerns is that the National Ocean Policy will affect not only the oceans and coastal areas, but also far inland following rivers and their tributaries upstream for hundreds of miles.  

In the letter addressed to Chair Rogers, Doc Hastings requests that the Appropriations Committee include language in all Fiscal Year 2013 appropriation bills prohibiting the use of funds to implement the National Ocean Policy. This would provide more time for examination of potential impacts and help ensure an ocean policy that appropriately reflects the role that our oceans, coastal areas and marine ecosystems play in our nation's economy, national security culture, health and well-being.  

"The dive industry looks forward to constructively engaging with the present Administration to help create a more balanced perspective and policy which acknowledge the needs of all user groups as well as the need to protect aquatic resources. Ingram concluded "A pause in implementation would be an important step in this direction and help reduce the risk of potential detrimental economic and societal impacts."