Over 1.7 Million Potential Divers Reached to Date by 2016 Media Coverage of DEMA’s Go Dive Now Pool

DEMA’s most recognized diver acquisition and awareness program, the Go Dive Now Pool Tour, has continued to generate huge exposure for the industry through mid-June by generating over 795,000 view impressions from the months of April to June alone. Since the beginning of the year, media coverage of the Pool has reached over 1.7 MILLION POTENTIAL DIVERS! During the second quarter of 2016, the Pool has continued to travel around the country making stops at the Philadelphia Inquirer Travel Show (Philadelphia, PA), Chocolate Fest(Burlington, WI), and World Ocean Day (Chattanooga, TN) with an additional stop just this past weekend at Chester County Balloon Fest in Toughkenamon, PA (media results for this stop not included).

“With every event we attend, the Go Dive Now Pool continues to prove how effective it is at piquing interest in scuba diving,” commented “Big Wave” Dave Reidenbach, DEMA’s Pool Tour Coordinator. “Providing event attendees and potential new divers with the chance to try scuba for themselves in a non-intimidating environment reduces many barriers to entry and also provides a unique opportunity for family and friends to discover a new interest together. Media coverage of the Pool is invaluable as it provides the opportunity to promote scuba diving to TV viewers on a broad scale.”

The first eight events of the year promoted the Pool and the “try diving” experience as one of the top activities for show attendees. As a result the Pool was featured on news stations WOIO-CBS, WUAB-MY43, WKYC-NBC, WFAA-ABC, KDFW-FOX, KTVT-CBS, WFIE-NBC, WEVV-44 NEWS, WTTA-WB, WFLA-NBC, WTVC, and WRCB-TV. All twelve stations showcased reporters broadcasting from the Pool and interviewing “Big Wave” Dave to discuss the Pool Tour, safety tips on diving, and top dive spots for local diving.

The Pool will continue its tour as a top consumer event feature throughout 2016. DEMA Member Retailers who volunteer to work with the Pool at these events find that they reap huge benefits. By being part of a potential new diver’s first experience, these retailers are already building trust and loyalty with potential customers that could develop into a long-term buying and diving relationship. Retailers also benefit because DEMA advertises the pool event using Facebook ads targeted to the neighborhoods immediately surrounding the DEMA Member Retail location.   Retailers who are interested in participating in a scheduled Pool stop or who may be aware of an event with potential for attracting new divers are encouraged to contact Dave Reidenbach at (920) 205-3657 or bigwavedave@dema.org.

Making stops throughout the year at various consumer-oriented travel, outdoor activity and adventure shows, the Go Dive Now Pool gives anyone 10 years of age and older the opportunity to discover the fun and exciting sport of scuba diving for FREE in the comfort of a large, heated Pool. Event attendees are also able to test out some of the latest scuba diving equipment and have a photo of themselves taken underwater that can act as an everlasting keepsake. Those who take the plunge need not worry about getting wet, since the Pool provides wetsuits, towels, hair dryers and dressing rooms.  

DEMA Board Reviews Go Dive Now Campaign, Evaluates Association’s Structure & Discusses Future Plans

On May 19th and 20th, the DEMA Board of Directors gathered for a Quarterly Board Meeting. Discussion included an update on the Go Dive Now consumer marketing campaign, review of the Association’s structure, discussion of Membership Benefits, a review of the 2015 Financial Audit, and more.

Following approval of the consent agenda, key topics and actions for the coming year were discussed:

Go Dive Now: Industry-Wide, Collaborative Consumer Marketing & Social Media CampaignThe Board was provided with an update on the progress of the Go Dive Now campaign by the DEMA staff. The Board discussed the campaign’s Facebook ad focus, noting that while pay-per-click advertising will be used, it will not be the main medium..  The Board reviewed the basis for Facebook advertising targeting. Currently the area immediately surrounding each DEMA’s Member Retailers’ store location is being targeted. As additional dive centers join DEMA, these will be incorporated into the Facebook advertising buy and target zip codes will be updated to include these new relevant store locations. Ongoing evaluation of the entire campaign will help determine any necessary changes to the campaign’s strategy as it continues to develop.

Evaluation of Association Structure & Bylaws

The Board discussed the Association’s current dues and benefits structure and the possibility of offering additional tiered benefits based on each level of membership dues.

The Board also reviewed the Association’s current bylaws and discussed recommended changes as suggested by DEMA’s Strategic Consultant, including a change of elected officer titles (from President to Chair) and a change of chief staff officer from Executive Director to President/CEO. Additionally a recommendation was made to change Article IV, Section 5 to reflect that the membership application is reviewed by DEMA Staff, and to add a stipulation to Article XII to note that the sitting Board Chair cannot also serve as the Board Treasurer.  All recommended changes to the bylaws were voted upon and passed.

Developments in Public Policy

The Board reviewed the Department of Labor’s new overtime wage regulations. It was noted that the Association’s new procurement of the CQ Roll Call online service will help provide information to DEMA Members proactively.

The Board discussed inviting local Members to participate in open sessions during future Board meetings wherever they are held throughout the country and discussed engaging in local diving. It was decided that local DEMA Member retailers within 100 miles of the meeting, as well as the Retailer Resource Committee, would be invited to the Board’s September meeting.

2015 Financial Audit Review

Mark Hennelly, Association Auditor with Hutchinson & Bloodgood LLP, joined the Board Meeting and reported on the successful completion of the Association’s recent financial audit.  He noted that all operating procedures and accounting practices were being conducted appropriately according to required GAAP guidelines and that DEMA’s audit contained no significant discrepancies.

DEMA Show Scheduling

It was confirmed that the schedule of Show days for DEMA Show 2020 through 2023 will change from a Wednesday through Saturday schedule to a Tuesday through Friday staging.

The DEMA Board will meet again on September 13th & 14th in San Diego, CA. 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 www.dema.org. 

Go Dive Now Pool Makes a Splash at 2016 World Ocean Day Event

**Pool Earns Media Coverage from Top Chattanooga Print and TV News Stations**

During the weekend of June 4-5, DEMA’s Go Dive Now Pool teamed up with the Chattanooga Aquarium for the 2016 World Ocean Day Event to give attendees a firsthand opportunity to try scuba diving. Aimed at providing a key target demographic the chance to try diving, the Pool proved popular with both event attendees, as well asmedia. 

DEMA staff and DEMA Member Retailer Choo Choo Diving and Aquatic Center educated event attendees on the ease of learning to dive, and the fact that diving is a fun activity which can be shared by the entire family. Over the course of the two-day event, the Go Dive Now Pool had over 135 event attendees, ranging from ages 10 to 75, gear up and try diving.

“The Go Dive Now Pool has been traveling around the country for the past 18 years to different events showing people how easy it is to become a certified scuba diver,” commented Dave Reidenbach, DEMA’s Pool Tour Coordinator. “By partnering with the Chattanooga Aquarium for World Ocean Day, we were able to Show attendees that the sport can be enjoyed by individuals from every generation.”

With coverage of the Pool having appeared on WRCB-TV NBC andWTVC-Chattanooga News, over 80,000 people have seen or heard about the sport of scuba diving due to the Pool’s presence at the World Ocean Day event. Additional coverage was featured in online publications Chattanooga Daily Times, News Channel 9 ABC,Chattanooga Magazine, North West Georgia News and the Hamilton County Herald.

Making stops throughout the year at various consumer-oriented travel, outdoor activity and adventure shows, the Go Dive Now Pool gives anyone 10 years old and up the opportunity to discover the fun and exciting sport of scuba diving for FREE in the comfort of a large, tropically warm Pool. Event attendees are also able to test out some of the latest scuba diving equipment and have a photo of themselves taken underwater that can act as an everlasting keepsake. Those who take the plunge need not to worry about getting wet, since the Go Dive Now Pool provides wetsuits, towels, hair dryers and dressing rooms.  

DEMA Show 2016 Registration is Now Open!

** DEMA Members, Register by October 7th to Save With Early Bird Rates **

DEMA Show’s online attendee registration system is now open to qualified Dive Industry professionals looking to expand their world at DEMA Show 2016. Thousands of attendees from all over the world will come together for the Dive Industry’s only trade-only event, taking place November 16-19 at the Las Vegas Convention Center in Las Vegas, NV.  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 review information about DEMA Show Features.

Attendees can choose from three different packages when registering: Exhibits Only, the Seminar Package, and the Saturday-Only Immersion Pass.  Each package varies in price and opportunities.  You can view complete details on each by visiting DEMAShow.com. Current DEMA Members can save up to $125 on their DEMA Show registration package over the non-member rate when registering on or before the early registration deadline of October 7th.

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 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.

So what are you waiting for?  Register today!  Stay tuned to the DEMA Show website for the latest details on DEMA and Exhibitor-Sponsored Seminars, 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’sExhibitor Companion.   Attendees are encouraged to subscribe to DEMA’s DEMAIL for important Show information, announcements, and Industry news.