Tuesday, March 22, 2016

DEMA Opens Official Hotel Block for DEMA Show 2016 in Las Vegas, NV

**Block Offers Exclusive Savings and Benefits for DEMA Show 2016 Attendees and Exhibitors at the Westgate Las Vegas Resort & Casino **
DEMA Show 2016 will be here before you know it and online hotel reservations for DEMA Show 2016 are now open! To save the most on your DEMA Show 2016 experience, taking place November 16-19 in Las Vegas, NV, book your accommodations in the official DEMA Show block at the Westgate Las Vegas Resort & Casino, featuring exclusive exhibitor and attendee rates and benefits. Reserve your rooms today before the DEMA Show block sells out!
Once again, DEMA Show will feature the Westgate Las Vegas Resort & Casino as this year’s Host Hotel. The Westgate Las Vegas Resort & Casino is conveniently located adjacent to the Las Vegas Convention Center – home to DEMA Show 2016.  Those booking in DEMA’s block at the Westgate will have access to complimentary shuttle service to and from DEMA Show 2016.  Special discounted room rates are available to DEMA Show registrants that make reservations in the official DEMA Show block by Friday, October 7, 2016, so ACT NOW!  Room rates are as follows:
  • $106 Premium (Standard Room) for the following nights:  November 8-24, 2016*
  • $126 Signature (Upgraded Room) for the following nights:  November 8-24, 2016*
*Must be booked by October 7, 2016 in order to receive this exclusive DEMA Show rate.  Based upon availability. Rates are based on double occupancy - an additional charge of $35 per person will be added for any additional people. Tax rate is 12%. Tax rate is not included with room rate. Attendees can opt in to the hotel's resort fees at $22 + 12% per room per night. Includes: Local & Toll Free Calls / Access for two to the Fitness Facility / In-room Safe / In-room Internet for three devices.

Complimentary shuttle service will be provided to official room block guests between the Westgate Resort and Casino and the South Hall of the Las Vegas Convention Center from Wednesday, November 16 through Saturday, November 19. Only DEMA block participants will be provided with the shuttle bus pass required to board the shuttle. Shuttle service is limited to two buses during peak hours and one bus during off peak hours.
A SPECIAL CAUTION ABOUT HOTEL PIRATES!  DEMA would like to caution attendees and exhibitors to be wary when booking accommodations through unauthorized third party vendors claiming to work with DEMA Show.  These unauthorized vendors are often room “pirates” and though they typically offer what appears to be a lower rate than the official block rate, room reservations may be offered at significantly lower quality and may not be available for the duration of your planned stay.  In addition, cancellation policies with these “pirates” are often harsh and unforgiving, resulting in loss of fees or other penalties. Booking within the official DEMA Hotel Block also allows DEMA to negotiate exclusive rates for DEMA Show attendees and exhibitors.  Help DEMA keep your hotel costs down for DEMA Show by booking within DEMA’s official hotel block.

Tuesday, March 8, 2016

Join the Industry's New Consumer Marketing Campaign, GoDiveNow!

A New Consumer Marketing Campaign is Taking Shape - Now is the Time to Collaborate with Us and the Industry to Help Grow Diving with GoDiveNow!

DEMA is focusing on industry growth by developing and executing a consumer marketing campaign that will drive participation in our sport. We aim to utilize the industry research that has been achieved to target the audiences that will be most likely to fully engage in diving. This is a collaborative effort amongst industry stakeholders and we need YOUR HELP in collecting media files (photo and video files) that can be used in this multi-faceted advertising and social media marketing campaign. To have your materials considered for the first round of creative please submit your files by March 21, 2016.

Learn more and donate your media files today!

DEMA Forum - Be Part of GoDiveNow!

GoDiveNow is DEMA's new consumer marketing campaign and we need your valuable input!  Join us on April 3rd at Beneath the Sea to learn more about this program that is being developed with the help of multiple training organizations, manufacturers and travel providers, and how we can work together to reach more new customers. Join DEMA Executive Director Tom Ingram and contribute your ideas!

Tuesday, March 1, 2016

DEMA’s Board of Directors Assembles for Quarterly Meeting

DEMA’s Board of Directors Assembles for Quarterly Meeting; Elects Officers, Establishes Committees & Develops Plans for 2016
On February 11th & 12th, the DEMA Board of Directors gathered for the first 2016 Quarterly Board Meeting to move the association forward on matters impacting the Industry.  Discussion included a revised DEMA public policy process, consumer research initiatives, the GoDiveNow consumer marketing campaign, 2016 budget review and Committee planning. Following approval of the consent agenda, key topics and actions for the coming year were discussed and the following actions were taken:
Industry-Wide, Collaborative Consumer Marketing and Social Media CampaignThe Board reviewed progress on DEMA’s industry-wide “Go Dive Now” consumer marketing campaign and discussed the next steps needed to push the campaign forward. A key element to the campaign’s success will be the need to collaborate with the Industry so that appropriate elements of the campaign can be used by DEMA Members to reach more non-divers.  This “multiplying effect” of the marketing message from all industry stakeholders is the best way to utilize the industry’s limited financial resources in an effort to help improve business for all. The Consumer Marketing Committee recommended, and the Board reaffirmed that Pay Per Click Advertising, along with a social media marketing strategy, using both paid and organic content will be the focus of this campaign. Further development to prepare the industry for launch will take place in the coming months.

Public Policy ProcessThe Legislative Committee provided a recommendation to the Board regarding the need to be more proactive on relevant legislative and regulatory matters, and DEMA staff proposed utilizing a web-based legislative service to help keep the Committee and the Industry informed in a timely manner of upcoming matters pertinent to the recreational diving industry. The Board discussed the importance of this legislative monitoring and voted to implement use of the service for 2016.
Consumer Research Initiatives
The Board discussed reaching outside of the industry and current divers in 2016 and focusing on surveying non-divers; special consideration was given to those who participate in the Pool Tour. An emphasis was placed on surveying current watersport enthusiasts to determine how to convert them to divers. The Research Committee will continue to develop and implement survey and research plans in 2016.

Retailer Resources
The Board reviewed the results from DEMA’s Retailer Advertising Survey which will be distributed to the industry in the coming weeks. More than 400 retailers replied to the survey with more than 270 from the US alone, providing a statistically significant sample from which to develop additional recommendations and programs.

Board Self-Evaluation and Governance
The Board reviewed summary results from 2015 Board Self-Evaluations including highlights and constructive feedback. Members of the Board agreed that continuing to collaborate with Industry stakeholders to discuss the Association, its programs, marketing efforts, research, DEMA Show and more will be crucial to help the Industry and the Association succeed.  The self-evaluations allowed Board members to discuss their own opportunities for change, both in their Board governance activities and toward improving the Association.

One of the more critical evaluation issues discussed by the Board was the structure of the Association.  Throughout 2015, the DEMA Board reviewed recommendations made by an independent consultant and comments made by DEMA members regarding DEMA’s structure. Such recommendations included officer succession planning and elections, voting structure and the recommended concept of hand-selecting DEMA Board candidates. As part of these discussions, a motion to maintain the current election process and voting structure for Directors was made and seconded. After much deliberation regarding the need for DEMA to focus on Industry growth, the polarizing nature of the issue, and the realization that the results of past elections would be unchanged under the consultant’s recommended structure and process, the Board voted to approve the motion maintaining the current Association structure.

DEMA Show Recommendations
The Board discussed ways to encourage and acknowledge Industry participation and recognizing rising new/young professionals in affiliation with DEMA Show and the DEMA Awards Party.

As DEMA Show 2016 will be the 40th Annual Show, the Board discussed ways to acknowledge and thank long-time Show participants this upcoming November in Las Vegas.

An important outcome of the meeting was the election of Board Officers and the formation of Board committees as follows:
DEMA’s 2016 Board of Director Officers include:
  • Tim Webb, President
  • Dan Orr, Senior Vice President
  • William Cline, Vice President
  • Tom Leaird, Treasurer & Secretary
DEMA’s Advisory Committees were suggested by DEMA Staff and for 2016 are established as follows:
  • DEMA Show Committee
  • Finance Committee
  • Nominations Committee
  • Consumer Marketing Committee
  • Research Committee
  • Retailer Resource Committee
  • Membership Committee
  • Travel Credential Committee
  • New Professional Award Task Force
  • Industry Growth Evaluation Committee
Many Board Members volunteer to work in various Committees based upon their areas of expertise and interests. Committees are established as year-long tactical entities, and the goals of Committees include developing new ideas, improving current programs and benefits, clarifying or resolving pending issues, and soliciting feedback from Industry stakeholders.  Task Forces operate on a shorter time horizon, typically working on a single issue.  Within their areas of focus, ideas and suggestions from a Task Force or Committees are well-researched, developed, and when ready for further action, proposed to the entire Board for input, further development, and implementation.Additional Committee information is available online.

More information on DEMA’s Board of Directors and Bylaws is available on the DEMA website. Complete minutesfrom past Board of Directors Meetings are available to current DEMA Members from the Member Dashboard ofwww.dema.org.

The DEMA Board will meet again in May in San Diego, CA.