Strategy Session Follow-Up & Reaching Out Award Recipients to be Key Topics During Board Meeting

DEMA’s Board of Directors will meet on June 4th and 5th to  follow up on April’s Strategy Session and to continue discussing how DEMA can provide more value for the Industry,  increase opportunities for collaboration, and help the Industry thrive.  Topics for discussion will also include Reaching Out Award nominations, continuing customer research and plans for DEMA Show 2014. 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 June, the consent agenda will include: ·        April 2014 Board Meeting Minutes ·        Research Committee Meeting Minutes, May, 2014 ·        Quarterly 1 Financial Update ·        2014 Membership Update ·        Legislative Update ·        Bring A Buddy & Be A Diver Pool Tour Update Following approval of the consent agenda, independent CPA Mark Hennelly of PKF will present the results from DEMA’s annual internal financial audit and Association Financial Operations review.  DEMA proactively conducts an Association audit annually to maintain accurate financial data and confirm to DEMA Members and Industry constituents that funds are being used responsibly and in accordance with the direction of the DEMA Board. The Board of Directors will also review and discuss the Strategy Direction document submitted by Jeff De Cagna, consultant hired by DEMA to determine the next steps in DEMA’s strategic review. The Board will discuss the topics and concerns raised during the Strategy Session and determine how the Association should move forward in addressing these topics to build value for Members and collaboration amongst the Membership and Industry. The DEMA Board will then review all nominations submitted for the 2014 Reaching Out Award to determine this year’s addition to DEMA’s Hall of Fame. Day two of the Board of Directors Meeting will allow The Research and Show Committee Chairs to meet to continue implementing their work plans for the year. Each Board Member can volunteer to work in various committees based upon their areas of expertise, interest, knowledge and talent. 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.  Once data and other information is gathered, the details are provided to the Board at large for their strategic decision-making.  Additional Committee information is available online. 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.

DEMA Receives Response from US Navy to Inquiry Regarding Guidelines for Permitting Archaeological Investigations and Other Activities Directed at Sunken Military Craft

DEMA has received a response from the Naval History & Heritage Command to its request for clarification of terminology in regard to the proposed rule 32 CFR 767 published in the January, 2014 Federal Register. 

The proposed rule was the subject of a DEMA Legislative Alert published on April 16, 2014.

The response was signed by Dr. Jay Thomas, NHHC Assistant Director for Collection Management, to whom the Underwater Archaeology Branch of the Naval History & Heritage Command reports.

DEMA sought clarification of the definition of a sunken military craft, as stated in the proposed rule, whether the term applies to artificial reefs, and whether dives that penetrate into the structure of sunken military craft would constitute “disturbance” under the proposed regulations.

In his response, Dr. Thomas thanked DEMA for the opportunity to offer the clarification of these terms.  He indicated that, “the definition of ‘sunken military craft’ in the proposed rule remains unchanged from that present in the Sunken Military Craft Act (SMCA) of 2004. That definition includes all sunken warships, all sunken naval auxiliaries, as well as other vessels that were owned or operated by a government on military noncommercial service at the time of their sinking, as forming part of the collection of sunken military craft (Section 1408 (3)).”

Importantly to the recreational diving community, Dr. Thomas indicated that, “the Department of the Navy (DoN), through its regulations, does not intend to restrict access to those DoN craft purposely sunk to establish artificial reefs or to other sunken former Navy vessels of which United States' title has been expressly divested. The final rule will explicitly clarify this matter.”  This means that the two former DoN vessels in the DoN artificial reef program – the ex-Oriskany in the Gulf of Mexico and the ex-Radford in waters off of the coast of Delaware – are not impacted by this rule as the title to both vessels was transferred to the respective state authorities and, therefore, will not be considered sunken military craft subject to SMCA and DoN regulations.

The letter goes on to indicate that the United States' title to ex-Vandenberg and ex-Spiegel Grove was transferred to local governments in Florida and the ships were sunk for the purpose of establishing artificial reefs in the National Oceanic Atmospheric Administration (NOAA) Florida Keys National Marine Sanctuary (FKNMS). While they are no longer subject to SMCA and DoN regulations, they are under the jurisdiction of NOAA and remain subject to NOAA FKNMS regulations.

The letter from Dr. Thomas also clarified the issue of whether or not a penetrating dive on what might or might not be a sunken military craft would constitute a violation of the Act: 

“DoN does not consider responsible diving and snorkeling on sunken military craft, including penetration of said craft, an activity that is prohibited by SMCA.  A permit relieving persons from the stated prohibitions is only necessary when there is intent to disturb, remove, or injure a sunken military craft or terrestrial military craft. Only intentional or negligent actions that disturb the craft will be considered violations of SMCA. Through its regulations, DoN has gone further to accommodate various stakeholders by introducing a "Special Use Permit" in the proposed regulations in order to facilitate the permitting of minimally intrusive activities. DoN has received other public comments regarding the clarity of the definition of disturbance which it is presently considering.

Finally, Dr. Thomas indicated that “the diving and snorkeling communities by and large have served as effective ambassadors for the protection and preservation of underwater resources, including cultural resources and sunken military craft. DoN views responsible members of diving and snorkeling communities as partners in a common preservation effort and does not intend to impose unreasonable restrictions on diving or dive operators.”

The letter from Dr. Thomas can be seen in its entirety here.

DEMA is an “Old Boys Club;” DEMA Board Takes No Risk; DEMA is Just a Show & More: Flipping DEMA's Orthodoxies

**Leaders Ask ‘How Can the Diving Industry and DEMA Thrive in the Years Ahead?’**

Click images to enlarge

On April 24th and 25th, Diving Industry leaders representing DEMA’s five stakeholder groups, the DEMA Board of Directors, and the DEMA Staff met in San Diego, California for a Strategic Learning Session. The two-day session, led by Jeff De Cagna, Chief Strategist of Principled Innovation LLC, was designed to use the knowledge of the Industry leaders present to address significant concerns and ensure that both the Association and Industry thrive in the future.  Those in attendance included:

Industry Stakeholders:

• Don Rockwell, Aqua Lung
• Sid Stovall, Ascuba Venture, Inc.
• Mike Hollis, American Underwater Products
• Tim Webb, Caradonna Dive Adventures
• Dan Orr, Dan Orr Consulting
• Mark Young, Dive Training Magazine
• Dean Garraffa, Huish Outdoors
• Denise Cable, Independent Consultant
• Richard Mitsoda, Maduro Dive Fanta-Seas
• Mike Lever, Nautilus Explorer
• Drew Richardson, PADI Worldwide
• Julie Andersen, Consultant, Scubapro
• Doug McNeese, Scuba Schools International
• Karin Sahm, Sunset House

DEMA Board Members:

• Scott Daley, Body Glove International
• Bonnie Borkin, Bonnier Corporation – Sport Diver and Scuba Diving
• William Cline, Cline Group Advertising, Inc.
• Werner Kurn, Ocean Enterprises, Inc.
• Jeff Nadler, PADI Americas
• Jenny Collister, Reef & Rainforest Dive & Adventure Travel
• Tom Leaird, Scuba Educators/PDIC International
• Stuart Cove, Stuart Cove's Dive Bahamas
• Darcy Kieran, Total Diving-Montreal Scuba
• Stephen Ashmore, TUSA

The group was challenged to address a variety of Industry and Association issues and brainstorm the plausible future direction of the Association, as well as how DEMA can have a positive impact on the Diving Industry. Using the concept of flipping Industry “orthodoxies,” which may be hindering the Association and Industry and preventing effective collaboration, the group identified key problems and brainstormed ways to address these challenges.   “Orthodoxies” are beliefs or ways of thinking that are generally accepted as truth, regardless of how accurate they may actually be.

Participants discussed many different beliefs and “truths,” and four main orthodoxies emerged as highly influential on the progress of the Association:

• DEMA is just the Show and creates no other value for the Industry
• DEMA is an “old boys club”
• DEMA is highly influenced by larger Members/stakeholders to the detriment of other Industry participants and
• The DEMA Board takes no risks on behalf of the Industry and cares only about itself

These orthodoxies were discussed in detail along with the group’s recommendations for how DEMA and the Industry can move forward together to build trust and collaborate for Industry growth and success.  “More important than identifying these orthodoxies is the understanding that DEMA needs to make structural and other changes that help build value for DEMA Members and Industry participants,” said Tom Ingram, DEMA Executive Director.  “By identifying these orthodoxies, it becomes possible to overcome them when they are not true and positively impact problems that do exist.”

DEMA employed a graphic recorder to capture the key ideas from the learning sessions in a visual format.  Lucinda Levine of INKquiry provided the group with real-time illustrations of the Strategy Session conversations.  These graphics were aimed to help with participants’ comprehension and retention and make the information that was shared easily accessible to the Industry.

In reality, the real work of the DEMA Board and the Industry begins now.  With the goal of helping to improve the Industry through collaboration and trust-building, DEMA looks forward to the opportunity to be of benefit to all stakeholders and creating pathways to help Members and the Industry be successful and grow.  Incorporating strategic recommendations from De Cagna, as well as from members of the Industry, will be an ongoing job for the DEMA Board and staff.  The DEMA Board of Directors will meet in June to further discuss the topics raised during the Strategy Session as well as the recommendations provided by the strategy consultant, De Cagna.

If you have any questions about the strategy session please contact us at info@dema.org.

Dive Center Business Features Article Supporting DEMA Store-Level Research Program

** AnySite Consumer Data Program Highlighted Throughout Article**

DEMA is pleased to announce that the March/April 2014 edition of Dive Center Business magazine has highlighted the benefits of DEMA Members using the AnySite Marketing Information System from Pitney Bowes, along with the MicroBuild Life Stage market segmentation system.

This marketing information system is designed to assist retailers in understanding the customers living near their stores and also benefits them by providing a method to reach new customers. The state-of-the-art system is the same tool used by retailers, hotels and restaurants all over the world to find new customers and evaluate customers living near their business locations. AnySite is available to all DEMA Members, making it possible for Members to locate and understand potential customers living near their operation.

“It’s no secret that new divers are the lifeblood of our Industry and creating more new divers is one of the critical tasks of a dive center owner and manager,” commented Tom Ingram, Executive Director of DEMA. “By utilizing the AnySite Marketing Information System, DEMA Members will have access to a sophisticated but inexpensive and an easy-to-use system of evaluating their current retail store location, and finding more potential customers living nearby.”

DEMA’s colorful dive infographic posters that are based on information produced by AnySite on the Industry are also showcased throughout the article and featured as the magazine’s cover artwork.  There are five key infographics, which provide information on (1) Who is the Open Water Diver, (2) Who is the Diver Buying Equipment (hard goods), (3) Who is the Continuing Education Diver, (4) Who is the Diver Traveling to a Land-Based Resort, and (5) Who is the Diver on a Liveaboard Boat.  These infographics are available online at www.dema.org.

 “AnySite provides objective insights into today’s diving customer and more importantly, describes their buying behaviors, attitudes and beliefs as well as their demographics,” concluded Ingram. “DEMA Retail Store Members can now request a free evaluation of their store’s location, including an objective evaluation of the customers living nearby, based on specific criteria.”

To read the DEMA article in its entirety click here.

Dive Twerking, Celeb Endorsements, Customer Research, & Other Ideas Emerge From 2020 Vision Session

** DEMA Hosts 2020 Vision Session in Affiliation with the Beneath the Sea Show to Continue Gathering Recommendations for the Future of the Diving Industry**

How can we re-activate previously certified divers? What are the demographics of people who currently dive?  What does the industry have to do to bring young people into diving?  These are just a few of the question that were addressed during DEMA’s latest 2020 Vision brainstorming session, conducted during the Beneath the Sea Show in New Jersey. 

Conceived in 2011 as a means by which DEMA Member input could help steer the direction of the Industry, 2020 Vision Sessions are part of the strategic planning process used by DEMA’s Board of Directors.  Ideas and priorities from these brainstorming sessions help the Board understand the needs of Industry Members “on the ground” and help to shape the future of recreational diving.  At the most recent 2020 Vision Session, held in affiliation with Beneath the Sea, participants focused specifically on two topics: how to reactivate previously certified divers and bring young people into diving.

For those already certified divers who have not been diving recently, participants thought it was important to focus on the following key factors to entice these customers, already interested in and familiar with diving, to start diving again:

• Make it social and fun, and use social media, viral videos, celebrity endorsements, and local dive parties
• Since many divers take a hiatus to have families and are more available as their kids get older, focus on family connections and the health and wellness benefits of diving
• Highlight all the equipment and technology improvements and the ease of diving today
• Encourage a variety of eco-based activities, like local beach clean-ups or coral restorations

With data indicating potential for Industry growth by reaching possible divers in the age range of 11-17 years old, there was also a focus on developing ways to bring young people into diving. Ideas for reaching a young audience included:

• More advertising aimed at this 11-17 year old age range
• The use of mentor / guest lecturer programs within schools or youth groups
• Make diving look fresh, fun and exciting, focusing on the fun people have in the water and as a fun social experience
• Use celebrity kid-divers as role models
• Find ways to share diving as a family activity
• Integrate Open Water Scuba courses and some of the science and physical aspects of diving into public and private school curricula (e.g.: teach marine biology and physics using diving examples)
• Use social media to promote and engage kids with the diving culture and lifestyle
• Leverage viral trends to promote awareness and captivate attention (e.g. “dive twerking”)

DEMA encourages all Industry professionals to review the brainstorming notes from this session and develop their own thoughts to share with us:

• At the upcoming 2020 Vision Session being held at The Scuba Show in Long Beach, CA (details coming soon)
• By emailing us at 2020vision@dema.org

If you have any questions regarding DEMA 2020 Vision Sessions please contact us at 2020vision@dema.org or (858) 616-6408.

DEMA Hires Strategic Planning Professional to Help Guide the Future of the Association

**DEMA Board of Directors, Members and Industry Professionals will Work Together to Determine Future Goals **

Where do you see the Diving Industry in 20 years?  What is DEMA’s role in the future?  What do you want from your Industry Association?  These are questions that DEMA has asked often with a wide variety of answers from each of its five stakeholder groups.  It’s for this reason, and numerous others, that the DEMA Board has chosen to work with strategic planning professional, Jeff DeCagna, Chief Strategist of Principled Innovation LLC to help guide the Association into the future.

 

In 2011, DEMA began the process of “strategic learning,” by opening the 2020 Vision sessions at DEMA Show, Beneath the Sea and the Long Beach Scuba Show.  With input from a wide variety of industry stakeholders, the DEMA Board began implementing ideas raised in these sessions, including access to health insurance and programs promoting local diving.  In February of 2013, in preparation for the first face-to-face strategic learning opportunity in several years, the DEMA  Board began evaluating the Association and its programs in preparation for a strategic planning process that began earlier this year.  Under the guidance of DeCagna, DEMA collected data and industry feedback.  Now in 2014, additional feedback has been collected under the guidance of DeCagna using three different methodologies; targeted group phone conversations, an online data collector that is currently underway and a face-to-face strategic learning workshop that will be held in April in San Diego.

 

DEMA would like to thank all of those industry professionals that are working with DEMA in this process to help better our industry and Association.  We look forward to sharing information and progressing to help improve the industry overall.

 

If you have any questions about the planning process please contact us at info@dema.org.

DEMA Requests Your Input and Engagement at 2020 Vision Session During the Beneath the Sea Show

Input Helps Improve the Diving Industry

Join Tom Ingram, Executive Director of DEMA, for a brainstorming session at Beneath the Sea in Secaucus, NJ on March 30th.  It is an opportunity for you to provide input on the direction of the Diving Industry over the next few years.  DEMA has already implemented many of the ideas generated in previous 2020 Vision brainstorming sessions since its inception in 2011, including:

• Access to health insurance for DEMA Members, including business owners and their employees.
• Access to Worker’s Compensation Insurance for DEMA Members.
• Increased use of social media as well as examples of how social media can be beneficial to diving businesses,  including the use of a DEMA Blog and increased interaction with the professional and recreational diving community on Facebook, Google+, Instagram, Pinterest and Twitter.
• Implementation of programs to reach a younger audience and bring them into diving.
• Creation and promotion of programs which encourage “local diving” to keep divers more active year-round.

All of these ideas came directly from previous 2020 Vision Sessions and members of the Industry just like YOU!

DEMA’s 2020 Vision is tackling some of these topics in depth during this upcoming session.  Two hot brainstorming topics for discussion in New Jersey include getting more young people involved in diving and how to reactivate previous divers who have been out of the water for a while.  These two topics have been raised at other 2020 Vision Sessions and are the key point of focus for the upcoming discussion.  

DEMA’s Board of Directors is looking for your ideas to help us all take control of our businesses. Please plan to attend this important brainstorming session at BTS!  DEMA encourages all Industry Professionals to register in advance and join us on Sunday, March 30 from 10:00 a.m. to 12:00 p.m. to continue the discussion. Those registering for the Session in advance can request a free ticket to the Show during the registration process, compliments of Beneath the Sea.

• When?  Sunday, March 30, 2014 from 10:00 a.m. to 12:00 p.m.
• Where?  2nd Floor, Press Room at Beneath the Sea
• Who?  All Dive Industry Professionals are welcome   

If you have any questions please contact DEMA at (858) 616-6408 or 2020@dema.org. DEMA extends its appreciation to Beneath the Sea for co-sponsoring this session.