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 GoDiveNow.com 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 GoDiveNow.com 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 DEMA.org 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 info@dema.org.

LEGISLATIVE ALERT: DEMA Offers Testimony to FWC on Topics Critical for Divers

On December 12, DEMA’s President and CEO, Tom Ingram, and Legislative Advocate, Bob Harris, along with numerous interested divers and diving professionals, provided testimony to members and staff of the Florida Fish and Wildlife Commission (FWC). The parties provided input to proposed rules and processes suggested by FWC staff on three topics important to divers in Florida:

1. Rules protecting sharks and divers during shore-based shark fishing
2.  Rules applied to collecting aquarium specimens from the waters under the Blue Heron Bridge
3.  Rules/research for Florida’s Goliath Grouper

Shore-Based Shark Fishing

DEMA’s input to the proposed rules for shore-based shark fishing included the need to:

• Prevent a hooked shark from being landed (removed from the water) on a beach for the purpose of taking their picture or measuring the fish (which generally harms the animal).
• Require the use of specific fishing equipment to make it easier to release prohibited and at-risk sharks.
• Prevent chumming for sharks from shore, in the interest of the safety of swimmers, surfers and divers.
•  Require all fishers, regardless of age, complete an education program prior to receiving a (free) permit which is required to target sharks from shore.
•  Require that the distance from shore-based shark fishers to designated public bathing areas be 100 yards, the same distance from designated public beaches as required by current law for spear fishers.

While FWC is unlikely to adopt this last proposed distance rule because of the resistance from fishing interests, it appears the remaining rules are likely to be adopted at the February 2019 FWC meeting, making this a win for sharks and for divers wishing to see these animals.

Prohibition on Collecting Marine Life at Blue Heron Bridge

DEMA offered testimony in favor of a prohibition being placed on the removal of “ornamental” or aquarium-sized marine life and plants in the area under the Blue Heron Bridge in West Palm Beach, Florida.

This well-known shore dive site is unique, and it appears that, even with FWC’s limited data on the 500+ different species found in this area, excessive collecting and removal of marine life and marine plants is having a detrimental impact on this location. DEMA asked that the FWC create essentially a no-take zone at the Bridge which would remain open to divers for photography and observation. Since the area is already closed to spear fishing, DEMA suggested closing the area to hook and line fishing as well.  Although the request for closure to hook and line fishing is unlikely to be adopted, again owing to pressure on the FWC from the fishing community, the proposed rules that prevent removal of aquarium animals and plants mean that divers will be able to see the many different species at this dive site for years to come.

Maintaining the Moratorium on Harvesting the Goliath Grouper in Florida

Ingram and Harris reiterated DEMA’s long-held position that Goliaths should remain protected and that the current moratorium on harvest, in place since 1990, should remain.

DEMA’s testimony included the fact that in 2016 the FWC attempted but failed to complete a scientifically acceptable stock assessment of Goliath Grouper, and as a result, no valid stock assessment exists.  DEMA also testified that research shows Goliath Grouper flesh contains extremely high levels of mercury, rendering the flesh unsafe to consume and making even a limited harvest of Goliaths impractical and dangerous.  DEMA also suggested that protections commensurate with another slow-moving and valuable animal, the manatee, should also be afforded the Goliath Grouper. 

While DEMA’s testimony was that FWC does not have sufficient data to justify lifting the current moratorium,  the diving community should be aware that FWC staff are working to devise a scientifically-acceptable means to model the Goliath fishery so that it becomes possible to determine if the fishery should remain closed or open to some form of harvest in the future.

As a result of this meeting, FWC has indicated that until an acceptable stock survey is performed, the harvest moratorium will continue. FWC staff have indicated it will take until at least 2022 to make the determination. This is a great victory for Goliath Grouper and divers everywhere!

All of the proposed rules discussed during the FWC meeting in St. Augustine, Florida are still subject to additional changes before they are finalized.  Finalized rules will be available for public comment prior to the FWC meeting scheduled for February 2019. DEMA will also attend this meeting at that time to provide comment on the final version of the rules.

Jessica Keller Honored as DEMA’s 2018 Wave Makers Award Recipient

** Announcement Made at the 2018 DEMA Awards Party **

The Diving Equipment and Marketing Association is pleased to announce that Jessica Keller is the 2018 recipient of DEMA’s Wave Makers Award. The announcement was made at the 30th annual Black & White inspired DEMA Award’s Party.  The event took place in Las Vegas, Nevada on November 16, 2018, to honor the 2018 recipient and finalists and celebrate the careers of the 2018 Reaching Out Award Recipients.

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.

Other finalists for the 2018 Wave Makers Award included:

• Mike Johnson, Michael Johnson Entertainment
• Allie Paschen, Leaird's Underwater Services
• Italino Pietrantonio, Air Hog Scuba

2018 DEMA Members selected Jessica Keller as the 2018 Award recipient by viewing and voting for the finalist of their choice, based on the biographies and short videos that the finalists submitted.

JESSICA KELLER is an underwater archaeologist for the National Park Service’s Submerged Resources Center. She graduated with a Master of Science Degree from the Recreation, Parks and Tourism Studies Program focusing on the development, sustainability and archaeological interpretation of underwater parks from Indiana University. The Submerged Resources team travels all over the country to assist National Parks with their underwater resources through the use of remote sensing surveys, shipwreck mapping and documentation, or natural resource management such as lionfish in Biscayne National Park or crown of thorn removal in American Samoa.

Keller is dedicated to industry growth through her work focused on outreach and education for children. She created an educational booklet that has been published by the National Park Service’s Junior Ranger Underwater Explorer Booklet. The booklet, which can be downloaded for free at the website nps.gov/submerged, is also available in Spanish.

DEMA congratulates Jessica Keller for her dedication and service to our Industry and looks forward to seeing the contributions she will continue to make throughout her career.

Legislative Alert: Florida Fish and Wildlife Commission Meeting Regarding Goliath Grouper

Meeting in St. Augustine, Florida, Also Includes Draft Rules for Shore Based Shark Fishing and Marine Life Harvest While Diving at the Blue Heron Bridge

A meeting of the Florida Fish and Wildlife Conservation Commission (FWC), and open to the public, will take place on December 12 and 13 at 8:30 am in St. Augustine, Florida.

The FWC Commission meeting will include a Staff review and discussion on the next steps for Goliath Grouper research and management. This presentation will include an overview of current and future Goliath Grouper research. Staff will present information on how recent events, such as Hurricane Irma and the 2018 red tide, have impacted Goliath Grouper. Staff will seek direction on adopting a management goal for Goliath Grouper in state waters.

You may recall that DEMA favors continuing the current moratorium on harvesting the Goliath Grouper. In the recent past, DEMA surveyed members of the Diving Industry and determined that 73% of divers responding favored continuing the moratorium.

DEMA’s President and CEO, Tom Ingram and Legislative Advocate, Bob Harris will be in attendance at this meeting to provide DEMA’s position to the Committee. YOUR public comments and input are also needed at this meeting; public comments opposed to lifting the moratorium could help prevent the future harvesting of this animal, which is slow to mature and reproduce.  There are substantial arguments against harvest, some of which can be foundhere.  Without your public comments, the status of the current moratorium could change in the near future allowing harvesting of the Goliath Grouper for the first time since 1990.  If you dive in Florida or live there, such a change in the moratorium status could impact your ability (and your customers’ ability) to see these animals.

This meeting will also include several Draft Rules important to the Florida Diving Industry; Draft Rules on Shore-based Shark Fishing, which has been shown to result in the killing of at-risk shark species such as the Great Hammerhead and Tiger, and Draft Rules on Marine Life Harvest at Blue Heron Bridge in Palm Beach County. 

The FWC meeting agenda and topics planned can be found on the FWC website here.

Time:	8:30 am
Dates:	December 12 - 13, 2018
Place:	Renaissance World Golf Village  500 South Legacy Trail  St. Augustine, Florida 32092

The meetings are scheduled to begin at 8:30 a.m. on December 12 and 13, 2018.  However, as of this writing, the discussion of Goliath Grouper is scheduled for the afternoon of December 12.  Please note that the time and date of this discussion could change.

DEMA urges all professional members of the diving community to join DEMA in attending these meetings to offer public comment in favor of maintaining the current moratorium on harvest of the Goliath Grouper.  Public comments will be accepted at the end of each meeting day.  More diving community voices will be helpful. 

For those unable to attend or wishing to submit comments prior the beginning of the Committee meeting, send your written comments to Commissioners@MyFWC.com.

DEMA Expands Disaster Assistance Program to Aid Show Exhibitors and Buyers Impacted by the California Camp and Woolsey Fires

**Funds Available to Assist DEMA Member Exhibitors and Buyers of DEMA Show 2018 **

The Diving Equipment & Marketing Association (DEMA) announced today that the DEMA Board of Directors has approved the expansion of the 2018 DEMA Disaster Assistance Program to include DEMA-Member Show Exhibitors and Buyers impacted by the California Camp and Woolsey fires.

DEMA’s Disaster Assistance Program was previously activated on October 16 to include those who were affected by Hurricane Michael in Florida, Alabama, Georgia, North Carolina and South Carolina, and expanded on November 2 to include those impacted by Typhoon Yutu.  This additional expansion will account for exhibitors and buyers impacted by wildfires that began in California during the week of November October 5^th. DEMA-Member companies who were negatively impacted by these fires and who planned to exhibit at DEMA Show 2018 are eligible to apply for the funds to help them exhibit. Buyers who planned to attend DEMA Show can also apply for funds to assist in staying onsite at DEMA Show. 

"DEMA’s Disaster Assistance Program funds are available to Member manufacturers, destinations and other industry-related entities to aid them in getting to and exhibiting at DEMA Show 2018,” said Tom Ingram, President and CEO of DEMA.  “Registered Buyers from DEMA Member businesses who are staying in the DEMA hotel block are also eligible for funds to assist in attending DEMA Show so they can buy the products and services they need to keep their businesses in operation.”

Exhibitor Assistance Program: DEMA’s Disaster Assistance Program funds are available to 2018 DEMA-Member Exhibitors who are fully paid by 5:00 PM Pacific time, September 21, 2018, and physically located in the affected mandatory evacuation areas of Butte, Los Angeles and Ventura Counties. 

For each 100 net square feet of exhibit space purchased and paid for by September 21, 2018, DEMA will provide regular DEMA-Member Exhibitors with $US 400.00 in assistance.  Funds will be awarded onsite at DEMA Show 2018 to the exhibiting companies who apply and fall within the guidelines deeming them eligible for assistance. Funds are awarded on a first-come, first-served basis up to the maximum available from the DEMA disaster assistance fund. All interested parties must apply for the assistance funds on site at DEMA Show at DEMA Central in Las Vegas, NV prior to close of DEMA Show at 5:00 pm on Saturday, November 17, 2018.

For more information and to receive a DEMA 2018 Disaster Assistance Fund Processing form visit DEMA Central in Booth #1858 at DEMA Show 2018 in Las Vegas, NV. Complete rules for disbursements will be available onsite at DEMA Show.

Attendee Assistance Program:  Impacted DEMA-Member Buyers who are registered for the Show and staying in the official DEMA Show hotel block at The Westgate Las Vegas Resort are eligible for reimbursement as follows; One registered Buyer from an attending DEMA-Member business physically located in the affected mandatory evacuation areas of Butte, Los Angeles and Ventura Counties can receive reimbursement for a one-night hotel stay (single occupancy) in the DEMA hotel block prior to midnight Pacific time, November 16, 2018. The complete rules for disbursement will be available at DEMA Central onsite at DEMA Show 2018.

The designated Buyer from an affected DEMA Member must apply for the disaster funds and present the receipt for the hotel stay through the DEMA Office prior to close of business on December 6, 2018.   Funds are awarded on a first-come, first-served basis up to the maximum of the DEMA disaster assistance fund.  Exhibitors are not eligible for hotel reimbursement assistance under this program but can receive Exhibitor Assistance as described above.

DEMA Board of Directors to Meet in Las Vegas, NV on November 12th

DEMA’s 2018 Board of Directors will meet on November 12th in Las Vegas, NV in conjunction with DEMA Show 2018 in final preparations for the Show and to plan for 2019.

The Board Meeting will include a review and discussion of Board self-evaluations that will be completed by DEMA Board members prior to the end of the year.  These self-evaluations provide an opportunity for the Board to review their own 2018 activities and ensure that they continue to perform their strategic role.  The group will also receive an update from the DEMA Staff on DEMA Show 2018 and re-affirm the scheduled 2019 Board Meeting dates.

The Board meeting will conclude with an “Open Session” to discuss relevant Member business. During this time, current DEMA Members are invited to participate by bringing their topics of interest to discuss with the Board. (Please note: The Board Meeting will be held at the Executive Board Room at the Westgate Hotel and the Open Session is anticipated to begin at 2:30 pm. However, delays could occur due to unfinished business in the closed session portion of the meeting.) The Board Meeting will conclude following the Open Session.

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. The next Board of Directors Meeting will be held in February in San Diego, CA.

DEMA Expands Disaster Assistance Program to Aid Show Exhibitors and Buyers Impacted by Typhoon Yutu

**Funds Available to Assist DEMA Member Exhibitors and Buyers of DEMA Show 2018 **

The Diving Equipment & Marketing Association (DEMA) announced today that the DEMA Board of Directors has approved the expansion of the 2018 DEMA Disaster Assistance Program to include DEMA-Member Show Exhibitors and Buyers impacted by Typhoon Yutu.

DEMA’s Disaster Assistance Program was previously activated on October 16 to include those who were affected by Hurricane Michael in Florida, Alabama, Georgia, North Carolina and South Carolina.  This expansion will account for exhibitors and buyers impacted when Typhoon Yutu went through the Northern Mariana Islands on October 23, 2018.  DEMA-Member companies who were negatively impacted by this large storm and who planned to exhibit at DEMA Show 2018 are eligible to apply for the funds to help them exhibit. Buyers who planned to attend DEMA Show can also apply for funds to assist in staying onsite at DEMA Show. 

"DEMA’s Disaster Assistance Program funds are available to Member manufacturers, destinations and other industry-related entities to aid them in getting to and exhibiting at DEMA Show 2018,” said Tom Ingram, President and CEO of DEMA.  “Registered Buyers from DEMA Member businesses who are staying in the DEMA hotel block are also eligible for funds to assist in attending DEMA Show so they can buy the products and services they need to keep their businesses in operation.”

Exhibitor Assistance Program: DEMA’s Disaster Assistance Program funds are available to 2018 DEMA-Member Exhibitors who are fully paid by 5:00 PM Pacific time, September 21, 2018, and physically located in the Northern Mariana Islands including Guam. 

For each 100 net square feet of exhibit space purchased and paid for by September 21, 2018, DEMA will provide regular Exhibitors with $US 400.00 in assistance.  Funds will be awarded onsite at DEMA Show 2018 to the exhibiting companies who apply and fall within the guidelines deeming them eligible for assistance. Funds are awarded on a first-come, first-served basis up to the maximum available from the DEMA disaster assistance fund. All interested parties must apply for the assistance funds on site at DEMA Show at DEMA Central in Las Vegas, NV prior to close of DEMA Show at 5:00 pm on Saturday, November 17, 2018.

For more information and to receive a DEMA 2018 Disaster Assistance Fund Processing form visit DEMA Central in Booth #1858 at DEMA Show 2018 in Las Vegas, NV. Complete rules for disbursements will be available onsite at DEMA Show.

Attendee Assistance Program: Impacted DEMA Member Buyers who are registered for the Show and staying in the official DEMA Show hotel block at The Westgate Las Vegas Resort are eligible for reimbursement as follows; One registered Buyer from an attending DEMA Member business physically located in the affected areas can receive reimbursement for a one-night hotel stay (single occupancy) in the DEMA hotel block prior to midnight Pacific time, November 16, 2018. The complete rules for disbursement will be available at DEMA Central onsite at DEMA Show 2018.

Designated disaster areas eligible for Buyer funds include the Norther Mariana Islands, including Guam. The designated Buyer from an affected DEMA Member must apply for the disaster funds and present the receipt for the hotel stay through the DEMA Office prior to close of business on December 6, 2018.   Funds are awarded on a first-come, first-served basis up to the maximum of the DEMA disaster assistance fund.  Exhibitors are not eligible for hotel reimbursement assistance under this program but can receive Exhibitor Assistance as described above.