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. 

Friday, November 7, 2014

Insider Tips and Tricks to Help You Make the Most of Your DEMA Show 2014 Experience

Insider Tips and Tricks to Help You Make the Most of Your
DEMA Show 2014 Experience

Featuring over 650 exhibitors and hundreds of educational and networking opportunities, you’re likely to have a jam-packed schedule during DEMA Show 2014.  Below are helpful tips and tricks, both on and off the Show floor that can help you make the most of your experience:

DEMA Member & VIP Member Lounges
All 2014 DEMA Members and their staff have access to a private Member-exclusive lounge, accessible directly from the Show floor.  With meeting tables, electrical outlets and a computer and printer, the Member lounge is a place where Members and their staff can meet, charge their electronics or simply take a break. 
The DEMA Member VIP lounge is open exclusively to 2014 Level 2 and Level 3 DEMA Members and staff with the additional amenities of coffee and water. 
Internet Access
Please note the following options for Internet access during DEMA Show 2014:
  • DEMA provides complimentary Internet access to DEMA Show attendees in the iCafe (located in the DEMA Booth #1558).
  • Gold and platinum DEMA Members can also gain access in the VIP DEMA Member Lounge.
  • The Las Vegas Convention Center (LVCC) provides DEMA Show attendees two complimentary continual hours of public Wi-Fi (512 Kbps service) in the common areas and lobbies of the North Hall per 24-hour period. To access this service, use the network “LVCC Public Internet.”
  • Internet service can be purchased throughout the LVCC for one, three or five days directly from the device that needs to be connected (1.5 Mbps service). To access this service, use the network “10x10 wifi.” Pricing is as follows:
  • 1 day: $79.99
  • 3 days: $139.99
  • 5 days: $239.99
The Mobile App is Back
The DEMA Show 2014 mobile app provides easy-to-use interactive capabilities to enhance the DEMA Show experience including:
  • An all-in-one dashboard to keep you organized with up-to-the-minute Exhibitor, Seminar and Event information
  • A personal scheduler for setting up appointments, seminars and meetings
  • Show maps and a Locate Me feature to help you navigate the Show Floor and Seminar locations
  • Timely alerts and helpful reminders to keep you updated in real-time
  • Attendee & friends features to help you make connections with the thousands of attendees at DEMA Show
  • Social networking links, a video gallery and a shared photo gallery to make sharing your experience easy and fun
  • A listing of local places including dining, entertainment and shopping options
Download the app now!  For iPhone, iPad, iPod or Android phones, visit the App Store or Google Play on your device and search for DEMA Show 2014.  For all other phone types, while on your smartphone, point your mobile browser to

Scooter Service
Wheelchairs and scooters are available via Scootaround, Inc. located in the Central Hall in front of the FedEx Business Center. Reservations required.

Show SpecialsDEMA Show 2014 is committed to providing attendees with exclusive deals, discounts and promotions. Find exclusive exhibitor show specials here before you head to the Show to help you plan a valuable experience.   

Be sure to take advantage of DEMA’s very own Show Special where DEMA Members can save $50 on their 2014 dues by joining onsite and will receive an exclusive DEMA Member portable charger.

Shuttle Service
Due to the close proximity of the North Hall to the Host hotel, limited Shuttle service will be provided to OFFICIAL DEMA SHOW HOUSING BLOCK participants ONLY. The shuttle will provide service between the Westgate Las Vegas Resort & Casino and the North hall. Due to the traffic route the bus must take on crowded Las Vegas streets, it IS possible that during peak times the shuttle could take up to 20 minutes to reach the hall.

In order to gain access to the shuttle official guests in the DEMA Housing Block will receive a shuttle bus pass upon check-in.  This pass is being utilized to ensure proper bus planning and adequate official guest accommodations. If you have any questions please visit the DEMA Booth #1558 for more information. For a complete schedule visit the DEMA Show website.

Tuesday, October 21, 2014

DEMA Announces 2014 DEMA Show Keynote Session Featuring Grant and Shawna Korgan

**World-Record Holder, Athlete & Star of The Current Hosts Thursday’s Opening Session**
DEMA has announced that this year’s DEMA Show Keynote Session will feature Grant Korgan, world-record holding Antarctic Explorer, renowned adventure athlete, scuba diver, author, and motivational speaker.  Korgan will join his wife, wellness expert and life coach, Shawna Korgan to lead this captivating session that will leave you feeling inspired, driven and empowered.  The session will take place on Thursday, November 20th from 8:30 to 9:45 a.m. in Room N254 at the Las Vegas Convention Center in Las Vegas, NV.
“We are honored to have Grant and Shawna Korgan as our Keynote speakers for this year’s DEMA Show,” commented Tom Ingram, Executive Director of DEMA. “They will share with you the universally applicable tools they used to overcome Grant’s life-altering spinal cord injury, and the unbound, and often hidden personal power of overcoming adversity via choosing positivity. Their inspirational and life-impacting keynote presentation will have you walking away with powerful new life tools to enhance both your personal and professional experience.”
After sustaining a spinal cord injury that left him paralyzed from the waist down, adventurer Grant Korgan refused to balk at his new condition because he still had a mission in store. Ten years prior, when his best friend and climbing partner passed away in an avalanche, his parents entrusted Korgan with their son’s equipment, entreating him to continue climbing for him. Spurred by his commitment to his friend as well as the support of his wife, Shawna, Korgan found the strength to rise from his wheelchair and reclaim his active lifestyle, becoming the first spinal cord-injured athlete to ski 80 miles in Antarctica’s South Pole. Today, his is the emerging face of spinal cord recovery and heralds his message of choosing positivity through adversity.
Grant and Shawna can also be seen during Thursday’s 2:00 p.m. premiere of the Make a Hero Foundation’s latest film The Current in Booth #238.  The film showcases the power of diving by featuring inspiring athletes, public figures, athlete ambassadors and military veterans who have participated in our sport.  Join DEMA and the diving Industry as we come together for a morning of motivation and inspiration at DEMA Show 2014.

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

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

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 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

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 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. 

Tuesday, August 19, 2014

DEMA Releases Full Detailed Analyses of Diving Customer Research

**Five Market Segment Reports Assist Members in Understanding Current Customer Demographics and Behaviors**

DEMA has announced the release of detailed analyses of five different activity segments within the diving population. The data was developed using Pitney Bowes AnySite Marketing Information System, including the MicroBuild Lifestyle Segmentation Program and is built around an initial sample of more than 470,000 actual divers. The research is divided into five separate reports based on different diving activities; (1) Who is the Open Water Diver (2) Who is the Diver Buying Equipment (3) Who is the Continuing Education Diver (4) Who is the Diver on a Liveaboard (5) Who is the Diver Traveling to a Land-Based Resort.
“In today’s business climate, with an abundance of information shared through social media and readily available on the Internet, the best way to gain an advantage is to have more actionable information on consumers and to be able to leverage that data,” commented Tom Ingram, Executive Director of DEMA. “By using the data in these reports, it will help your business by targeting potential new end-users. Businesses can use the reports to help determine the best geographic locations in which to locate potential end-users nationwide and near retail stores, and to determine which services and products meet end-users’ needs.”  
Information in the report includes demographics and psychographics of end-users, and is based on the location of the home in which the end-user resides. Each report covers data ranging from age, income, net worth, and home ownership/value, to stages of family life and education, employment and other behaviors that govern their recreational purposes. Understanding these variables provides a better awareness of customer buying behaviors and an understanding of where to find more and similar customers and is also far more reliable than single variable studies using age or income alone. The reports coincide with FREE infographics posters which summarize key findings of the research.
“Using this information can help businesses describe their customers as well as determine such important issues as whether the end-user is attracted to shopping online, has children in the household and whether or not they are married,” concluded Ingram. “All of these factors can have an impact on the message businesses select for advertising and sales program development to reach customers.”
The reports are available free to all DEMA Members, and can be purchased by non-members for $249.00 each. Members can obtain their free report by logging into their account on and downloading the report found under the "Research & Educational Guides" section of their DEMA Member Dashboard.  Non-members can order their report here.

Wednesday, August 13, 2014

Retailer Resource Committee and Strategic Review of Mission & Governance are Key Topics During DEMA’s August 18th Board of Directors Conference Call

DEMA’s Board of Directors will convene for a conference call on August 18th to continue work on the strategic action items from June’s Board Meeting and to continue discussing how DEMA can provide more “thick value” for the Industry, increase opportunities for collaboration, and help the Industry thrive.  Topics for discussion will include the new Retailer Resource Committee, DEMA’s online forum, a discussion of DEMA’s Mission and governance, and Board Member candidate nominations.

The Board Meeting will begin with the Board approving reports from past and completed activities as part of the “consent agenda.”  For August, the consent agenda will include:
  • Board Meeting Minutes, June, 2014
  • Quarter 2 Financial Update
  • 2014 Membership Update
  • Legislative Update
  • Bring A Buddy Update
  • DEMA Show Update
Following approval of the consent agenda, the Board will discuss the next steps in the development of the Retailer Resource Committee proposed and adopted at the June Board Meeting. This Committee’s main goal will be to focus on developing retailer resources and support including education, access to pertinent and actionable data, and, ultimately, business growth. The Board will discuss appointing a chair to the Committee and developing a work plan.  The Board of Directors will also review and discuss the recently launched online forum and provide the staff with their feedback and suggestions for continued engagement. This online forum was created as a result of Member feedback and to allow Industry stakeholders to provide engage with DEMA and other Industry stakeholders in dialogue about DEMA and Industry-related issues. 

In June, the Board committed to review DEMA’s Mission with an eye toward realigning it with the organization’s strengths, capacity to create collaboration, and needs of the Industry.  The Board will begin that review process during the upcoming meeting, with the goal of helping Members take advantage of DEMA’s areas of expertise, including legislative advocacy, business and industry research, face-to-face meetings and events, business education and member services to help facilitate business for all stakeholders.

The Board will also discuss the process by which to conduct a review of DEMA’s current governance structure and policies, and will discuss various options, including the hiring of an outside consultant to help with potential changes.  The Board of Directors Meeting will wrap up with a discussion of the Board nominations for the 2015 Election and new business.

DEMA encourages Industry professionals to communicate with their elected DEMA Board stakeholder representative as well as provide feedback to the Board and staff regarding industry programs and new ideas so we may share ideas and input during such Board meetings.  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

Tuesday, August 5, 2014

New Educational Topics and Great Content Leaders for DEMA Show 2014

** Jason Heller, The Freidman Group and Beth Ziesenis Join DEMA Sponsored Seminars Track 1 Line-Up Designed to Help Attendees “Understand It” **
DEMA-Sponsored Seminar Track 1: Understand It at DEMA Show 2014 is offering an entire track dedicated to helping attendees understand the rapidly evolving business landscape that impacts their bottom line.  Track 1 offers topics from popular and knowledgeable speakers including Jason Heller, CEO, AGILITI, Inc.; Rick Segel, President, Rick Segel & Associates; Tom Shay, Principal, Profits Plus; Wendi Swanson, Senior Consultant, The Freidman Group; Steve Weaver, CEO, Dream Weaver Travel; and Beth Ziesenis, Your Nerdy Best Friend, Just some of the seminar topics include:

  • Assessing Your Digital Maturity and Competing to Win
  • Is Your Store Signage Doing Its Job? Maximize the Potential of In-Store Signage!
  • Leading a Successful Group Dive Trip
  • “No, I Can’t,” “I Don’t Care,” “That’s Not My Job” and Other Customer Service Nightmares
  • So You Think You Can App!
  • Retail Staffing – Does Anyone Ever Get it Right?
  • Where Has Your Money Gone? Matching Your Checking Account to Your Income Statement
In addition to the sessions within Track 1, attendees will also find Track 2: Market It, and Track 3: Sell 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. 

Tuesday, July 22, 2014

DEMA Launches Phase II of Diving Consumer Behavior Research Project

**Association Encourages Industry to Share Survey with Divers Internationally and in the US **

DEMA has launched an online diving consumer behavioral survey to complement the objective diving consumer data on diver demographics and psychographics published in early 2014.  DEMA is asking all industry professionals to share a link to the survey with their end-user customers so that as many divers as possible can contribute to the data.
With DEMA’s completion of its Phase I research and the publishing of aggregate data from five different diving activities ((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 Resort and (5) Who is the Liveaboard Diver), the information DEMA is now seeking will reveal consumer buying behavior and dive participation, making it possible to learn more about the recent activities of divers including diver retention, equipment purchasing preferences and more.  
To maintain the anonymity of customer records, DEMA is again using a third party administrator to distribute the survey links and gather the responses. To partake, a business can inquire with DEMA who will direct the third party administrator to provide a link unique to their web-based survey. The survey can then be distributed to as many end-users as possible via social media and e-mail. It’s designed for completion by certified divers living both inside and outside the US, and will take about 15 minutes to complete. The survey will be live until August 15, 2014 and all participants who complete the survey will be entered into a drawing for one of a number of $100 gift cards that can be redeemed at a local participating dive center.
“Understanding more about these behavioral activities requires direct contact with consumers using a web-based server,” commented Tom Ingram, Executive Director of DEMA. ‘The information we receive from the Phase II survey will help us understand how often the participants are diving, to where they travel, and what level of training they have received. We will need the Industry’s full cooperation to achieve our goals. For businesses that agree to take part, the results of their individual survey will be provided back to them.  The results will also be aggregated with other consumer data for a more complete picture of diver behavior.”
Dive Industry stakeholders are encouraged to participate by distributing the survey to their customers to learn more about their buying behaviors and diving habits. Interested businesses should contact DEMA at They will receive a unique survey link that will collect data from those to whom they directly distribute their survey, and after the survey closing date, the results from their survey data.

Tuesday, July 15, 2014

DEMA Show’s Official Host Hotel is Now Westgate Las Vegas Resort & Casino

** Hotel’s Rebranding Will Not Affect DEMA Show’s Hotel Block Benefits or Discounted Room Rates **
DEMA’s official host hotel for DEMA Show 2014, formerly known as the Las Vegas Hotel and the Las Vegas Hilton, has announced it is under new ownership and has been renamed as the Westgate Las Vegas Resort and Casino. Westgate Las Vegas Resort and Casino is conveniently located adjacent to the North Hall of the Las Vegas Convention Center – home to DEMA Show 2014.
“DEMA would like to assure all Show Attendees and Exhibitors that the rebranding of the hotel will not affect the exclusive savings and benefits they will receive when booking their reservations in the official DEMA Show hotel block,” commented Tom Ingram, Executive Director of DEMA. “Those who book their rooms in the official hotel block will still receive rates, savings, and special perks including complimentary shuttle bus access to and from DEMA Show.”
DEMA Show registrants who are planning to arrive early into Las Vegas, or stay after the Show concludes have access to a special Early Bird Discount on “pre” and “post” show dates when they book their rooms in the official DEMA Show block by August 11, 2014. Those special discounted rates are based on availability and are as follows:
  •  $49 Single/Double for the following nights:  November 13-17 and 23-25, 2014**
  • $95 Single/Double for the following nights: November 11-22, 2014**
**Must be booked by August 11, 2014 in order to receive this special discounted rate and are based upon availability.  

Between now and August 11th, book your stay within the Official Room Block at the Westgate Las Vegas Resort and Casino and your name will be entered into a drawing for a chance to win an upgrade to a premium Park Avenue one bedroom suite plus a round trip limo transfer from McCarran International Airport. You must make your reservation before 6:00 PM on August 11th. In addition, you will receive the early bird sleeping room rates. The winner of the luxury suite upgrade will be notified on August 12th.

The Westgate Las Vegas Resort and Casino is a landmark property that, at one time, was one of the largest hotels in the world and was home to such legendary greats as Elvis Presley and Liberace during Vegas’ Golden Age. The hotel is located just one block off the world-famous Las Vegas Strip, and is one of seven stations on the Las Vegas Monorail. It features a 95,000 square foot casino with a wide array of table games and the hottest slot machines on the market, 200,000 square feet of meeting and convention space, incredible restaurants, endless entertainment, a spa and fitness center, expansive pool with luxurious cabanas, access to golf at the exclusive Las Vegas Country Club, and the world’s largest race and sports SuperBook®.
To book your DEMA Show hotel reservation visit

Wednesday, July 9, 2014

Patrick Hammer and Alese & Mort Pechter to Receive DEMA’s 2014 Reaching Out Award

Honorees to be Recognized at the Motown-themed 2014 DEMA Awards Party Held at Hard Rock Hotel’s State of the Art Rock Venue, The Joint in Las Vegas, NV

The Dive Industry will take a trip back to Hitsville U.S.A. at the 26th annual presentation of the prestigious Reaching Out Awards on November 21, 2014, where there "Ain't No Mountain High Enough" to stop us from celebrating the extraordinary careers of Patrick Hammer and Alese & Mort Pechter, recipients of the 2014 DEMA Reaching Out Award (ROA). These newest additions to DEMA’s Hall of Fame will be honored at this year’s DEMA Awards Party taking place at the Hard Rock Hotel’s premiere event and music venue, The Joint. First presented in 1989, the ROA honors leaders in the diving community whose significant contributions to the sport have elevated the industry on all levels. This year’s recipients will be joining an extraordinary list of distinguished past Honorees.

Patrick Hammer first became a diving instructor in the early seventies, forming a dive club with over 150 members. He opened his first dive store in 1974 and eventually opened a total of five stores in Illinois, Florida and Georgia during the period from 1974-1982.   During the mid 1970’s, the Chicago Fire Department approached Hammer for advice on how to do a proper search and recovery. Since, Hammer has worked with several fire departments and was instrumental in developing safety procedures on proper search and body recovery techniques. Over the years he has gone on to write more than 40 additional specialty diving programs.

Pat has operated the Our World Underwater consumer show since the late 1980s, and during that time the show has grown to become the largest consumer dive event in the Midwest. 

In addition to providing opportunities for divers from all over the world to learn more about diving, Pat has seen to it that Our World Underwater also provides opportunities for kids to become engaged in recreational diving and the diving environment, and even puts its money toward various scientific efforts through the non-profit Tim Early Foundation, which is largely funded by OWU.  The key purposes of grants provided through the Tim Early Foundation are to further the knowledge and understanding of the local Midwestern underwater environment, support Midwest aquatic preservation programs in high schools and colleges, fund research of Lake Michigan shipwrecks to preserve the history and historical contributions made to the Midwestern states by the maritime shipping industry, and to implement “Micro Gravity” programs designed to replicate N.A.S.A. space camps for local youth to experience zero-gravity while underwater. More than 3,000 school-aged children have reaped the benefits of this Foundation. He also cofounded the Ralph Erickson Foundation whose goal has been to help diving enthusiasts in underprivileged areas start their scuba career through a grant program that helps provide access to equipment and training. Through this foundation, Pat has been instrumental in changing the lives of many, mostly underprivileged youth and young adults, in multiple locations in the Caribbean.

Pat is the author of two skin diving manuals, two operations and resort training manuals, numerous articles and a contributor to major worldwide diver training programs.

Hammer has served the Industry by serving on a number of Boards including the PADI Retail Association Board, Coral Reef Alliance Board, Aqua Lung Advisory Board and DEMA Board of Directors.

Alese & Mort Pechter have traveled the globe and spent years documenting their underwater experiences, photographing, displaying their photographs, writing and lecturing, and promoting the world of SCUBA. Throughout their career, they have provided first-hand information and photographs to scientists and writers, as well as media personal, making it possible to promote the underwater world and shift the image of the sport from an elite, male oriented activity to a family-oriented recreational sport for all levels. Long before it was fashionable to promote diving in a way that was attractive to a younger market, the Pechters were paving the way for the industry to reach these young would-be divers.

The Pechters have dedicated thousands of hours to teaching children about the underwater world. They entertained, visiting school children with adult groups to promote ocean conservation. The Pechters’ children’s book, What’s In The Deep, has received public and critical acclaim and was chosen as a Public Broadcasting System Reading Rainbow selection. It was the first ocean-oriented book direct toward young children using actual photographs of the underwater world.

During their careers, Alese and Mort contributed to many publication in the diving industry; Underwater USA, Caribbean Travel & Life, Dive Training, Sport Diver, and more. They were elected Fellow National members in the prestigious Explorers Club for their contribution to scientific knowledge in the field of geographical exploration. They are life members of the National Marine Educators Association, the Historical Divers Association and are also members of the Oceanography Society. Alese was elected as a charter member of the internationally-recognized Women Divers Hall of Fame. They were active founding members of the Long Island Science Museum having carried the title of Administrative Vice President of the museum for several years.

Among their many awards, the Pechters were honored by the United Nations Environment Program and recognized by the US Navy as Honorary Deep Seas Divers. They were also honored by the South Florida Police Search & Rescue Teams, were selected as the Photojournalists of the Year in 1996, and were awarded the 2003 NOGI for Distinguished Service.

DEMA congratulates Patrick Hammer and Alese & Mort Pechter for their exemplary, life-long service to our Industry.

Further details about the 2014 DEMA Awards Party are available on the DEMA Show website where interested parties can purchase individual tickets from the DEMA Show registration system.  Large groups can reserve VIP tables of eight by contacting Colleen Vasquez at or (858) 616-6408 x106.  Unique sponsorship opportunities are also available.