Should Consumers be Admitted to DEMA Show? The Dive Industry Weighs-In.

 In response to recent comments and suggestions regarding DEMA Show, DEMA has again surveyed members of the diving industry to determine whether or not part or all of DEMA Show should be accessible to dive consumers and the general public. DEMA Show currently is a trade-exclusive event and is only open to dive professionals.

While the Association has previously conducted surveys on this subject, it is important to periodically review current trends in the marketplace, especially in light of potential market changes due to the COVID-19 pandemic. The latest survey that closed on April 8, 2022, was the first DEMA survey that asked about the industry’s stance on consumers at DEMA Show since the onset of the pandemic. 

There were more than 1,000 respondents to this survey. The survey consisted of 13 total questions, four of which were “identifiers” to help understand who was answering, from what location, and their involvement with DEMA as a Member. The majority of respondents to the survey were from DEMA Member companies, but DEMA received a large number of responses from both DEMA Members and non-members.

The overall results were substantially in favor of DEMA Show remaining a dive professionals-exclusive event, and that consumers should NOT be admitted to DEMA Show.

Should DEMA consider opening DEMA Show to the general public and allowing the public to enter, WITH THE GOAL OF UTILIZING THIS OPPORTUNITY TO PROMOTE RECREATIONAL DIVING?	% of Total
Yes	32%
No	62%
Uncertain	6%

Results by stakeholder:

Should DEMA consider opening DEMA Show to the general public and allowing the public to enter, WITH THE GOAL OF UTILIZING THIS OPPORTUNITY TO PROMOTE RECREATIONAL DIVING?	A1 Manufacturing	A2 Training Organizations	A3 Media, Consultants, Non-Retail Services	A4 Retailers	A5 Sellers of Dive Travel
Yes	45.60%	39.61%	57.27%	15.53%	50.41%
No	47.20%	51.30%	30.00%	80.12%	45.45%
Uncertain	7.20%	9.09%	12.73%	4.35%	4.13%

DEMA also included a question regarding the ability of exhibitors to sell products and services, including life support equipment, during a public event - whether the public was admitted for the entire event, a day, or to a section of the show floor:

Assuming DEMA Show Was Open to the Public:	% of Total in Favor
ANY exhibitor should be able to sell their products or services on the show floor to ANY member of the general public (thereby helping them reach a better return on their exhibit investment).	21%
NO exhibitors should be able to sell their products or services to ANY member of the general public; sales can only be made to professional travel or retail buyers through wholesale channels. This includes manufacturers, training organizations, retailers, jewelry and clothing vendors, and hotels, as well as travel sellers.	14%
All exhibitors can promote their products for re-sale ONLY through the retail dive center, internet sales away from the Show, or other retail outlet.	10%
None of these; DEMA Show should NOT be open to the general public.	54%

This latest survey data is consistent with past surveys. In fact, as the results of previous surveys confirm, the COVID-19 pandemic did not change most stakeholders’ response to the question of DEMA Show admitting consumers:

Did the COVID-19 Pandemic change the way you answered any of the questions above?	A1	A2	A3	A4	A5
Yes	11.20%	9.80%	12.73%	4.14%	11.48%
No	88.80%	90.20%	87.27%	95.86%	88.52%

With the results of this survey and DEMA's continuing efforts focused on addressing the needs of members and the market, the DEMA Board of Directors has voted unanimously to maintain DEMA Show as a trade-exclusive event. DEMA will continue to explore and review changes in the market with regard to DEMA Show and other association activities. As always we value input from industry members and extend our thanks to all who responded to this important survey!

DEMA Show 2022 will take place November 1-4, 2022 (Tuesday - Friday) at the Orange County Convention Center in Orlando, FL. Learn more about DEMA Show at DEMAShow.com and follow DEMA Show on Facebook, Twitter, and Instagram.