Wednesday, August 14, 2019

DEMA Board of Directors to Meet in San Diego, CA on August 15th and 16th

DEMA’s 2019 Board of Directors will meet on August 15th and 16th in San Diego, CA. The Board will focus on discussing ways the Association can continue to bring businesses together to grow the diving industry worldwide. Topics for discussion will include DEMA Show; proposed 2020 programs; how DEMA can serve the needs of its members and the industry; and more.
Day one of 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:
  • DEMA 2019 Dashboard
  • Q2 Financial Summary and Manufacturer’s Fund Report
  • Go Dive Now Update
  • DEMA Show 2019 Update
  • Litigation Update
  • Public Policy Report
  • Diving Community Champions Award Update
  • Board Seat Nominations and Election Update
  • MSI Update
  • PMI: Purchasing Managers Index
Following approval of the consent agenda, the Board will discuss matters on the regular agenda including the 2019 and 2020 DEMA Shows, proposed programs for 2020, and other relevant topics. Day one will conclude with the Board covering any consent agenda items that require further discussion.
Day two will provide the Board Members with a review of DEMA’s annual financial audit as well as time to discuss a budget for the 2020 programs approved during the previous day. The Board of Directors Meeting will conclude on the afternoon of Friday, August 16th after any new business has been 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 The next Board of Directors Meeting will be held on November 11th in Orlando, FL

DEMA Launches DEMA Show 2019 Sales Appreciation Program

DEMA is excited to announce the launch of the DEMA Show 2019 Sales Appreciation Program. This program will provide participating Attendees with opportunities to have DEMA pay $100 toward their purchases actually made during the four-day DEMA Show.
Any DEMA Show Attendee making wholesale or travel purchases of at least $500 during DEMA Show are encouraged to participate. By providing a copy of their detailed printed wholesale or travel invoice from the DEMA Show Exhibitor/vendor to DEMA Central, they will be entered into drawings for DEMA to pay $100 toward their purchase directly to the vendor. Attendees may enter as many DIFFERENT invoices as they like during the Show, but each entry must be for a minimum of $500. 
DEMA Show Exhibitors are encouraged to take orders and close sales during the 2019 Show so they can provide this opportunity to their Attendee-customers.  All Attendees registered for and attending DEMA Show 2019 are eligible to participate.
Each day of the Show, DEMA will conduct four drawings from the actual invoices collected and pay the Exhibitor on the selected invoice $100 directly on behalf of the Attendee. Winners may be selected more than once for different invoices.  All entries by Attendees must be for orders taken or sales actually closed during DEMA Show 2019. 
For questions or additional information about the DEMA Show 2019 Sales Promotion, click here.

Thursday, August 8, 2019

Rewind Back to the 80’s at the 2019 DEMA Awards Party

The dive industry is coming together at the 31st annual DEMA Awards Party taking place November 15, 2019 to honor the 2019 Reaching Out Award recipients and to reveal this year’s recipient of the Wave Makers Award. Join us at this year’s 80’s inspired evening which will take place at Hard Rock Live Orlando.  Get ready for a night full of acid washed jeans and teased hair as we celebrate with friends, business associates, and industry peers! Mark your calendar for an evening of entertainment and celebration!
First presented in 1989, the Reaching Out Award honors leaders in the diving community whose significant contributions to the sport have elevated the industry on all levels. Areas of contribution have included equipment design, exploration, photography, publishing, retailing, science, training, travel and water safety. This year’s recipients will be joining an extraordinary list of distinguished past Honorees.
The Wave Makers Award was first introduced in 2017 and aims to recognize professionals who have been working in the industry for five years or less and have made a significant contribution to the industry during that time. The Wave Makers Award encourages the Industry to support a culture that fosters innovative thinking and encourages engagement with the association and industry by new professionals.
Get your tickets today when you register for DEMA Show as prices will increase after October 14thand are only available while supplies last. Additional information about the 2019 DEMA Awards Party including ticket pricing and event details are available on the DEMA Show website. For sponsorship opportunities and VIP reserved seating for tables of 10, please contact Colleen Vasquez at  

Slate Announced for 2020-2023 DEMA Board of Directors Election

** Deadline to Petition for a Write-In Candidate is 9/2/19**
The candidates for the 2020-2023 DEMA Board of Directors are: 
  • Category A1 – Manufacturers, Distributors and Affiliated Field/Sales Representatives:
    • Chuck Fultz, Innovative Scuba Concepts, Inc.
    • Ronny Roskosch, Diving Industry Pro Consulting
  • Category A2 – Diver Certification and Training Agencies, and Affiliated Field/Sales Representative:

    •  Tom Leaird, SEI-PDIC & Leaird's Underwater Service 
  • Category A3 – Dive Publishing, Media, Dive Industry Consulting, Associations & Non-Retail Service Providers:

    •  William Cline, Cline Group Advertising, Inc.
    • Michael Johnson, Michael Johnson Entertainment, LLC
  • Category A4 – Retail Distribution of Diving Goods & Services:
    •  Bill Cole, Sea Experience, Inc.
    • John Miller, Texas Dive Center Inc
  • Category A5 – Dive Travel Provider or Resort:
    • Steve Weaver, Weaver's Dive & Travel Center, Inc.
DEMA Members interested in running in the 2020-2023 Board election can still be included on the ballot by becoming write in candidates. For further details and deadline information interested Members should complete the Board Election Write In Nominee Request.   
NOTE: Write-in candidates and those petitioning for them must be current 2019 DEMA Members AND must be renewed for 2020 by the date of record for the election.
For membership information please contact or (858) 616-6408. In accordance with the DEMA Bylaws, Directors serve three-year terms.  More information on DEMA's Board of Directors and Bylaws is available on

Thursday, July 18, 2019

DEMA Launches Diving Community Champion Awards

** Showcasing the Recreational Diving Community to the Industry and Public **
The Diving Equipment and Marketing Association (DEMA) has launched the Diving Community Champions Awards Program to recognize the good works of DEMA-Member companies and showcase the recreational diving community to the general public.  All DEMA-Member companies are eligible to submit a nomination to recognize other DEMA Members, and honorees will be recognized at the Annual Membership Meeting taking place on November 14, 2019 during DEMA Show 2019 in Orlando, FL.
DEMA’s objectives in creating this program include recognizing DEMA Member companies who are giving back to their communities and society through recreational diving and making these community efforts known to the general public.  According to Member surveys, representing the diving industry to the public is one of the top five benefits requested by DEMA Members. 
According to Tom Ingram, DEMA President and CEO, “There are so many different ways that DEMA Members currently interact with and impact the general public, from helping to pass appropriate legislation to enacting protections for shipwrecks and aquatic life so all can see, that DEMA recognizes the obligation to promote Members who get involved with their communities, whether local, state, national or worldwide. Using social media, DEMA will also reach outside the immediate diving industry to showcase the good that Members of the DEMA family do for everyone.”
Nominations for the Diving Community Champion Awards are open now, until August 30th.  Nominations can be submitted by any current DEMA Member company, and nominees must be current A-class DEMA Members.  For more information and to submit a nomination, click here

Wednesday, July 3, 2019

DEMA Calls for Nominations for the 2019 Wave Makers Award

**Finalists and 2019 Recipient to be Honored at 2019 DEMA Awards Party in Orlando, FL**
DEMA will once again recognize new professionals in the diving industry who are employed by (or own) a DEMA-Member business at the 2019 DEMA Awards Party! The Wave Makers Award was first introduced in 2017 and aims to recognize professionals who have been working in the industry for five years or less and have made a significant contribution to the industry during that time. The Wave Makers Award encourages the Industry to support a culture that fosters innovative thinking and encourages engagement with the association and industry by new professionals. Nominations for the 2019 Wave Makers Award will be accepted until Monday, August 5, 2019. All finalists will be recognized at the 2019 DEMA Awards Party where the final honoree will be announced.
Wave Makers are employees or owners of DEMA-Member businesses who have been involved as a professional in the Diving Industry for 60 months or less and who should be recognized for their contributions to the industry, a dive business and DEMA.  A complete overview of the criteria to qualify can be found here. Member professionals who have been active with DEMA by attending DEMA Show, serving on a committee or task force, or volunteering for the Go Dive Now Pool, or other activities related to DEMA, can qualify.
CLICK HERE TO SUBMIT A NOMINATION in any of the following categories: Contribution to DEMA’s Mission, Providing Business or Community Service, or Contributing to Dive Industry Growth.
The Wave Makers selection process for 2019 will be as follows:
  1. DEMA Members nominate a potential honoree, using the established criteria. 
  2. The Awards Committee reviews these nominees, narrowing the field to the top candidates.
  3. The top candidates are notified and asked to create a one-minute video about what they envision for the future of the association and/or the diving industry.
  4. The videos are then shared on social media, and DEMA asks members to view them prior to DEMA Show, and vote on for the Wave Makers winner for 2019.
  5. Only DEMA Members can vote, as a log-in to the DEMA website and Member-only voting page will be required.
  6. The top candidates and a guest are invited to attend the DEMA Awards Party at DEMA Show 2019. 
  7. Each of the top candidates’ self-made videos will be played during the Party and the winner will be announced during the Awards celebration. 
Nominations are open now until Monday, August 5, 2019!  Finalists and the new professional chosen as the 2019 Wave Maker will be honored at the DEMA Awards Party being held on Friday, November 15, 2019 at the Hard Rock Live Coliseum in Orlando, FL. Complete DEMA Awards Party details and tickets will be made available soon on the DEMA Show website.

Thursday, June 13, 2019

DEMA Show 2019 Registration is Now Open!

** DEMA Members, Register by October 14th to Save with Early Bird Rates **
DEMA Show’s online registration system is now open! Qualified Dive Industry professionals looking to grow their business and connect with Industry professionals can now register to attend DEMA Show 2019. Thousands of attendees from all over the world will come together for the Dive Industry’s only trade-only event, taking place November 13-16 in the West Halls of the Orange County Convention Center in Orlando, FL.  To register, visit the official DEMA Show website. While there, visitors can review exhibitor listings and booth locations using the interactive floorplan, book a room in the Official DEMA Show Hotel Block, and find information about Show features like DEMA-Sponsored Education and Exhibitor-Sponsored Seminars.
Attendees can choose from four different packages when registering: The All Access Package, Seminar Package, Exhibits Only and the Saturday-Only Immersion Pass.  Each package varies in price and opportunities.  You can view complete details on each by visiting Current DEMA Members can save up to $175 on their DEMA Show All Access Package over the non-member rate when registering on or before the early registration deadline of October 14th

REGISTER TODAYVisit for the latest details on DEMA Show education opportunities, Show-related activities, DEMA Awards Party, and other information as the Show approaches. To have DEMA Show news delivered directly to your email, exhibitors should subscribe to the Show’s Exhibitor CompanionAttendees are encouraged to subscribe to DEMAIL for important Show information, announcements, and Industry news. 

Wednesday, May 15, 2019

Volunteers Needed for Research Testing: DEMA Purchasing Managers' Index

DEMA is conducting a study to determine if collecting retail data in a confidential and easy-to-use manner is feasible. The study is referred to as a Purchasing Managers' Index, and specifically requests data from DEMA Retailer (A4-Category) Member store inventory buyers; the person most closely associated with maintaining store inventory.

We are asking for volunteers to participate in a pilot-version of the program to determine if collecting this data is possible, and useful. Participation in this effort will help DEMA determine if appropriate data can be made available to DEMA members to help them understand their businesses, including business cycles and the health of the industry.

The application deadline is Tuesday, May 28, 2019.

Wednesday, May 1, 2019

DEMA Board of Directors to Meet for Conference Call on May 2nd

DEMA’s 2019 Board of Directors will convene during a conference call on May 2nd for the second Board Meeting of the year. Topics of discussion will focus on ways to help grow the Industry and maximize DEMA’s benefits for Members.
The Board meeting will begin by voting to approve the “consent agenda,” a Robert’s Rules of Order device used to obtain “general consent” intended to expedite approval of routine items. The Board is provided consent agenda items in advance of the Board Meeting, allowing them to study the documents in detail prior to the meeting, and permitting approval without additional discussion.  Consent agendas help the Board spend its limited meeting time discussing forward-thinking items; policy and strategic issues that demand its attention.
For May’s meeting, the consent agenda includes:
  • DEMA 2019 Q1 Dashboard
  • 2019 Q1 Financial Summary and Manufacturer’s Fund Report
  • DEMA Show 2019 Update
  • 2019 Q1 Membership Update
  • 2019 Q1 Research Committee Minutes
  • 2019 Q1 Public Policy Committee Report
  • 2019 Q1 Emerging Leaders Task Force Minutes
  • 2019 Q1 Go Dive Now Report
Following approval of the consent agenda, the Board will conduct a review of the current fiscal and membership year. The conference call will conclude with the Board covering any new business or consent agenda items that may require further discussion.
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 The next Board of Directors Meeting will be held on August 15th and 16th.

Wednesday, April 3, 2019

DEMA Advocates for Diving Industry Issues in Washington, D.C.

** President & CEO Ingram Meets with Legislative Offices to Discuss Diving Industry Issues **
During the week of March 25th, DEMA President & CEO Tom Ingram met with several lawmakers in Washington, D.C. to discuss important environmental and non-profit tax issues that impact DEMA Members. The meetings were part of DEMA’s ongoing public policy efforts on behalf of the Diving Industry.
Tom Ingram met with the office of Florida Representative Daniel Webster to discuss HR 788 Sustainable Shark Fisheries and Trade Act of 2019. Webster is the sponsor of this bill, which would establish a certification process to ensure that foreign nations engaging in shark trade, into or through the United States, conserve and manage populations of sharks in a manner that is comparable to regulatory programs in the United States. This would effectively prohibit the practice of removing shark fins and discarding the carcass at sea.
DEMA supports bills that help protect sharks, including federal bill HR 788.  In addition to discussing this bill, DEMA also discussed with Representative Webster’s office the need for mooring buoys and other protections that are helpful to natural and artificial reefs.
Ingram also met with the offices of California Federal Representatives Judy Chu and Scott Peters, and Senators Dianne Feinstein and Kamala Harris to discuss a tax issue important to all non-profit organizations in the U.S., including non-profit DEMA Members.  Under the 2017 Tax Cuts and Jobs Act (TCJA), a new tax is being levied on non-profits that provide various fringe benefits to their employees.  This new 21-percent unrelated business income tax (UBIT) on tax-exempt employers requires tax-exempt organizations to self-value these benefits to determine their new tax liability, navigate a burdensome administrative process to properly file these taxes (a first for most non-profits), and divert mission-oriented funds that would otherwise support communities across the country.  On average, the tax burden for these non-profit organizations is about $12,000.
DEMA met with Representatives and Senators asking them to repeal this portion of the current tax structure.  As of this writing, there is a House and a companion Senate bill to repeal these tax obligations called the “LIFT for Charities Act."  

Lessen Impediments from Taxes (LIFT) for Charities Act (H.R. 1545 / S. 632)
House – H.R. 1545
Lead Champion:
Rep. Mark Walker (R-NC)
(as of 3/27/19)
Rep. Ted Budd (R-NC)
Rep. Matt Gaetz (R-FL)
Rep. James Johnson (R-LA)
Rep. Ralph Norman (R-SC)
Rep. Jim Banks (R-IN)
Rep. Brian Babin (R-TX)
Rep. Bradley Byrne (R-AL)
Rep. Vicky Hartzler (R-MO)
Rep. Doug Lamborn (R-CO)
Rep. Tom Suozzi (D-NY)
Rep. Trent Kelly (R-MS)
Rep. Jeff Duncan (R-SC)
Rep. Jody Hice (R-GA)
Rep. John Moolenaar (R-MI)
Rep. Randy Weber (R-TX)
Rep. Mike Conaway (R-TX)

Senate – S. 632
Lead Champion:
Sen. James Lankford (R-OK)
Sen. Chris Coons (D-DE)
Sen. Susan Collins (R-ME)
Sen. Angus King (I-ME)
(as of 3/27/19)
Sen. Joshua Hawley (R-MO)

As this tax issue could impact all non-profit DEMA members, particularly those that supply fringe benefits that include parking and transportation benefits to their employees, DEMA suggests discussing this tax provision with tax preparers as soon as possible.
DEMA continues to monitor legislation that impacts the Diving Industry through the DEMA Public Policy Committee.  Members with interest in working with the Public Policy Committee should apply to participate by completing the Public Policy Committee application

Tuesday, March 26, 2019

DEMA Opens Official Hotel Block for DEMA Show 2019 in Orlando, FL

**Block Offers Exclusive Savings and Benefits for DEMA Show 2019 Attendees and Exhibitors**
The DEMA Show Hotel Block is officially open! To help Dive Industry professionals keep their planning efforts on track for this year’s annual trade-only event for the Diving Industry, DEMA has contracted with several hotels convenient to the Orange County Convention Center.  Start your planning for the Show, taking place November 13-16 in Orlando, FL, by booking your room reservation in the DEMA Show Hotel Block, featuring exclusive exhibitor and attendee rates and benefits.
DEMA Show will again feature the Rosen Centre Hotel as this year’s Host Hotel.  The Rosen Centre is conveniently located next to the West Hall of Orlando’s Orange County Convention Center – home to DEMA Show 2019.  Those booking in DEMA’s block at the Rosen Centre will receive special rates at the Rosen Centre of  $199 per night* (single/double rooms plus 13.5% tax).  Other specially-priced DEMA hotel block rooms will also be available at the DoubleTree Hotel for $159/night (single/double room plus 12.5% tax)  and the Days Inn for $103/night (single/double room plus 12.5% tax).
Shuttle bus service will be available to those booking through within the official hotel block through All three DEMA block hotels (Rosen Centre, DoubleTree Hotel and Days Inn) are also nearby and within walking distance to the West halls.
A SPECIAL CAUTION!  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 DEMA block rate, room reservations may be offered at significantly lower quality and may not be available for the duration of your planned stay.  Also, 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 in the locations most convenient to the convention center.  Help DEMA keep everyone’s hotel costs down for DEMA Show by booking within DEMA’s official hotel block.

The Need for Marine Life Protection Highlighted at DEMA Dive In Day

** Florida Legislators and DEMA Members Connect on Shark Finning and Sunscreen Bills **
On March 20th, DEMA President & CEO Tom Ingram and DEMA Legislative Advocate Bob Harris met with Florida Legislators to discuss several bills proposed that, if enacted, would help protect marine life in that state.  The meetings were part of DEMA’s annual Dive In Day at the Capitol. This annual event showcases recreational diving’s importance to Florida’s economy by encouraging DEMA Members to exhibit inside the Tallahassee Florida Capitol building entrance hall and to speak with Florida lawmakers. There is no cost for DEMA Members to exhibit or participate.
Seven DEMA Member companies exhibited in the capitol building this year, displaying a diversity of products and services.  DEMA is thankful to the following companies for their exhibit participation, and participation in the Dive In Day program:
Bob Harris and Tom Ingram met with several lawmakers and their staff members, asking them to support key bills in Florida; SB 708, prohibiting the sale of sunscreens containing coral-damaging oxybenzone and octinoxate, and House Bill (HB) 99 and its Senate companion Bill (SB) 352, prohibiting the sale of shark find and ray parts in the state.  DEMA issued Public Policy Alerts, including links to research on the sunscreen issue, earlier in the month.
During Dive In Day, Harris and Ingram met with:
  • Representative Toby Overdorf, Stuart, FL
  •  Senator Jeff Brandes, St. Petersburg, FL
  •  Senator Travis Hutson, Palm Coast, FL
  •  Representative Spencer Roach, Fort Myers, FL
  •  Senator Linda Stewart, Orlando, FL
The research and economic impact of the diving community were of great interest to all these lawmakers, and we thank them for their time and interest as DEMA offered support for protecting the Florida marine environment. 
Unfortunately for the Florida diving community, these bills look unlikely to pass in the current Florida legislative session but are likely to be raised again later in 2019.  It remains critical for the diving industry to keep watch on these issues so we can help get them across the finish line as soon as possible.

Wednesday, February 20, 2019

Cline Research and DEMA Release Study on New Diving Professionals

** Study Available for All: Data Helps Industry Understand New Professionals **
A new research study published by DEMA and conducted by William Cline of the Cline Research Group is being made available to all members of the diving industry.  The goal of the study was to learn more about getting new (and often younger) professionals involved with the Diving Industry, DEMA Show and the DEMA Association. 
In a study that combined a written survey with a face-to-face focus group, DEMA asked new diving professionals to express their opinions about the future of the Industry and the value of DEMA Show and the DEMA Association.  Forty new professionals responded to the written survey, and nine new professionals attended a face-to-face group study during DEMA Show 2018.
Important findings from the focus group study include:
  •  New professionals believe that the industry will grow in the future as younger customers are exposed to the experiences inherent in recreational diving.
  •  Networking, connections, updating, innovation, social opportunities, knowledge, and face-to-face interaction are important to new professionals in their DEMA Show and Industry experiences.
  •  Motivations for attending DEMA Show included networking, seeing new products and innovations in diving, and obtaining professional education.
  • Data is critical to new professionals.  They describe themselves as “data hungry.”
  •  New professionals, and especially younger new professionals, want an advanced education – Marketing 202 instead of Marketing 101.
  • Critically, participants in the focus group felt that DEMA and DEMA Show could provide the resources to bridge the current generational gap – specifically by providing educational opportunities and social interaction between the generations.
  • New professionals see the experiences of current industry members as an asset to everyone and want to learn from these experienced professionals. They also see themselves as a resource for new technologies and ideas. 
Topics in the study also include ways to communicate with new and younger professionals and the new professionals’ desire for mentorships that help bridge innovation and experience.
Download the full report at no cost from DEMA today!
DEMA, the Diving Equipment & Marketing Association, is an international, non-profit trade association with the mission of bringing businesses together to grow the diving industry worldwide.  DEMA owns and producesDEMA Show, an annual trade-only event for businesses in the scuba diving, action watersports and adventure/dive-travel industries.  DEMA Show 2019 will take place November 13-16 at the Orange County Convention Center in Orlando, FL. For more information on DEMA and affiliated programs visit or contact (858) 616-6408.  Stay updated by following “DEMAOrg” on Facebook and Twitter.
Cline Group is a scuba diving industry marketing and research firm and a proud member of DEMA.

Tuesday, January 22, 2019

First DEMA Board Meeting of 2019 to Take Place February 7-8, 2019 in San Diego, CA

DEMA’s Board of Directors will gather for the first Board Meeting of 2019 on February 7th and 8th in San Diego, CA. The Board will focus on setting DEMA’s strategic goals and objectives for the year in order to bring businesses together to grow the diving industry worldwide. Topics for discussion will include:
  • 2018 DEMA Board Member Self-Evaluations
  •  Developing a Member Engagement Strategy
  •  International Membership and Programs
  •  Proposed 2019 Programs and Budget Review
  •  Officer Appointment and Committee Recommendations
Day one of the Board meeting will begin with the election of the Board Chair from among the 2019 Board Members. 2019 Board Members include:
  • A1-Manufacturing
    Mike Hollis, Aqua Lung
    Jenna Meistrell, Body Glove
  • A2-Diver Certification and Training Agencies
    Kristin Valette-Wirth, PADI
  • A3-Dive Publishing, Media, Consulting and Non-Retail Service Providers
    Jerry Beaty, Dive Training Magazine
    Dan Orr, Dan Orr Consulting
  • A4-Retailers
    Patrick Hammer, Scuba Emporium
    Myra Kurn, Ocean Enterprises, Inc.
  • A5-Travel & Resorts
    Stuart Cove, Stuart Cove’s Dive Bahamas
    Tim Webb, Caradonna Dive Adventures
Once the 2019 Board Chair is elected the Board will approve reports from past and completed activities as part of the “consent agenda.”  The February consent agenda will include:
  • DEMA 2018 Dashboard
  •  2018 Year End Financial Summary and Manufacturer’s Fund Report
  •  New Professionals Focus Group Summary
  •  Membership Audit and DEMA Bylaws
  •  DEMA Show 2019 Update
  •  Membership Update
  •  2019 Committees and Objectives
Following approval of the consent agenda, the Board will move into matters on the regular agenda including the appointment of Board Officers and Committee Chairs. Committees are a crucial way for the DEMA Board to engage Members and gather input as they guide the Association. 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.  Within their areas of focus, Committees’ ideas and suggestions are well-researched, strategically-developed, and when ready for further action, proposed to the entire Board for input, further development, and implementation.
Members interested in volunteering on a DEMA Board committee can find more information and apply online.
After final discussion and approval of the budget and programs, the Board of Directors will address any new business and adjourn. 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, January 8, 2019

New Lead Capture Feature Added to Go Dive Now Retail Dive Store and Dive Vacation Finders

** Leads will be Sent Directly to Current DEMA Member Retailers and Travel Providers **
DEMA has announced the launch of a new lead capture enhancement on the website. The feature sends inquiring-consumer’s contact information directly to DEMA Member retail stores/travel providers when approved by the website user. A GoDiveNow merchandise incentive is provided directly from DEMA and offered to website users at the point of engagement to encourage approval and entry of contact information.
“The goal of this new tool is to help retailers capture contact information for users of to determine and improve conversions generated by the site,” said Kristin Valette-Wirth, DEMA’s Consumer Marketing Committee Chair. “This feature is just one of the ways we are working to improve the site and overall Go Dive Now campaign in 2019. We encourage all dive stores and travel providers to update their listings and utilize campaign resources to help generate business for stores, destinations and the industry.” Dive stores and destinations can request an update to their listing by submitting the Listing Update Request Form and access campaign resources from the Member Dashboard.
To improve lead generation dive stores and destinations can increase their visibility and optimize their search result position on the website by becoming a Go Dive Now Campaign Premier Partner. To become a campaign partner current DEMA Members must utilize elements from the free-for-Members campaign resources and complete the partner request form.
DEMA Members have access to numerous resources and tools to help them analyze their market, create marketing collateral and implement strategies to grow their business. Take advantage of these resources by becoming a 2019 DEMA Member. Businesses joining DEMA by January 31, 2019 will save $25 on their membership dues so act now! For questions regarding DEMA and the Go Dive Now campaign contact DEMA at (858) 616-6408 or