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2 2 / Diving Community / November-December 2007 / divingcommunity.org

3 CONTENTS Welcome to Diving Community 6 Executive Director s Message DEMA is proud to announce the launch at DEMA Show 2007 of the industry s new Be A Diver customer acquisition program! Fe a t u r e St o r i e s DEMA Board of Directors DEMA s Board of Directors is made up of volunteers that devote an enormous amount of their own time to helping promote and grow the industry. Committee Accomplishments DEMA s Board Committees are an opportunity for industry volunteers to participate in the activities of the Association and have an impact on the effectiveness of DEMA. Membership Report DEMA membership has many benefits that are designed to help support and promote diving businesses. Growing The Industry Much of the exposure diving has acquired has come by using DEMA s highly visual Scuba Tour as a mode of attracting attention. DEMA Show 2007 DEMA is back in Orlando! Staff Bio s Get to know the DEMA staff. DEMA Co m m i t t e e s 2007 DEMA Show Committee Dan Emke, Chair Finance Committee Dave Riscinti, Chair Legislative Committee Jim Byrem, Chair Alternative Media Committee Ty Sawyer, Chair Manufacturer s Committee Dan Emke, Chair Membership Committee Dan Orr, Chair Promotion (Acquisition/Retention) Committee Keith Sahm, Chair Ships to Reefs Committee Dave Riscinti, Chair Youth Programs Committee Wayne Hasson, Chair Nominations Committee Al Hornsby, Chair MANAGING EDITOR: Tom Ingram EDITORIAL STAFF: Laura Loomis, Nicole Russell ART DIRECTOR: Randy Speckman PRINTER: Synergy Printing Services Copyright 2007 by DEMA, All rights reserved. divingcommunity.org / November-December 2007 / Diving Community / 3

4 Board of Directors Al Hornsby, President PADI Jim Byrem, Vice President Ocean Concepts Scuba Dan Emke, Vice President AERIS Susan Long, Vice President Diving Unlimited International Dan Orr, Secretary Divers Alert Network Dave Riscinti, Treasurer Blue Water Divers Wayne Hasson Aggressor Fleet Limited Keith Sahm Sunset House Ty Sawyer Sport Diver Magazine Rick Stratton Northwest Dive News 4 / Diving Community / November-December 2007 / divingcommunity.org

5 DEMA s National Advertising Campaign Coming Soon: DEMA s Industry-Wide, Million-Dollar Diver Acquisition Campaign DEMA s Be A Diver national advertising campaign, aimed at increasing the number of new divers, will be launched on TV, radio, newspapers, magazines and on-line in early Find out more about this crucial industry initiative by attending DEMA s Power Up Series taking place Friday and Saturday at 8:30 AM in Room S210A. Join us to see a preview of the campaign and learn how you can participate to grow your business. divingcommunity.org / November-December 2007 / Diving Community / 5

6 Executive Director s Message Be A Diver DEMA s Diver Acquisition Campaign DEMA is proud to announce the launch at DEMA Show 2007 of the industry s new Be A Diver customer acquisition program! This campaign is the result of an initiative by the DEMA Board of Directors that began in The initiative included completing marketing studies of active divers beginning in 2005, followed by an extensive analysis of that data, and development of a final marketing plan earlier this year. capture potential customers in their region. The Be A Diver Customer Acquisition Campaign is outlined at the two Power Up sessions during DEMA show. Please plan to attend both of these important sessions to get all the information on this important campaign! Tom Ingram Executive Director The Be A Diver campaign will help retailers capture potential customers in their region. Now, with a marketing plan in place, DEMA has hired an advertising firm to help address the creative aspects of the campaign, as well as created an extensive consumer website to which potential customers will be driven. The Be A Diver campaign will be presented at two PowerUp sessions on November 2nd and 3rd at 8:30am - prior to the opening of the DEMA Show floor so that attendees and exhibitors can attend. The presentations will describe the Be A Diver advertising campaign and DEMA s program to help retailers 6 / Diving Community / November-December 2007 / divingcommunity.org

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8 2007 DEMA s Board of Directors DEMA s Board of Directors is made up of volunteers that devote an enormous amount of their own time to help promote and grow the Industry. Their accomplishments during the year are many and few realize the time and effort that these devoted individuals put forth. Representing the viewpoints of all five stakeholder groups, with the diverse needs of each, is not an easy job. In some cases the viewpoints are in direct conflict and sometimes it takes much effort to find common ground. In other cases the difficulties are easier to overcome. In all cases, the decisions are well-thought out and well-grounded. The Stakeholder groups include: A 1 Manufacturers/Distributors of Dive Equipment and Sales Reps A 2 Diver Certification and Training Agencies A 3 Publishing, Media, Dive Industry Consulting, Associations & Non-Retail Service Providers A 4 Dive Retailers A 5 Dive Travel and Resorts DEMA has been pleased to have the following individuals on the 2007 DEMA Board of Directors representing the Diving Industry: Dan Emke A-1 Vice President AERIS Susan Long A-1 Vice President Diving Unlimited International Al Hornsby A-2 President PADI Dan Orr A-2 Secretary Divers Alert Network Ty Sawyer A-3 Sport Diver Magazine Rick Stratton A-3 Northwest Dive News Jim Byrem A-4 Vice President Ocean Concepts Scuba Dave Riscinti A-4 Treasurer Blue Water Divers Wayne Hasson A-5 Aggressor Fleet Limited Keith Sahm A-5 Sunset House With elections held every three years, Board Members can serve up to two consecutive terms before they must stand down for a minimum of one year. The following individuals are running for the 2008 DEMA Board of Directors, with elections beginning on December 15, 2007 and ending January 15, A 1 Manufacturers/Distributors of Dive Equipment and Sales Reps Stephen Ashmore Tabata USA Buddy Brown Aquatic Sales Charlie Bush Sherwood Scuba, Inc. A 2 Diver Certification and Training Agencies Brian Carney TDI/SDI Dan Orr Divers Alert Network (incumbent) A 3 Publishing, Media, Dive Industry Consulting, Associations & Non-Retail Service Providers Rick Stratton Northwest Dive News (incumbent) Neal Watson Ocean Fest A 4 Dive Retailers Schott Beckham - Sea Level Scuba John Duggan - Duggan Diving Enterprises Dave Riscinti - Blue Water Divers (incumbent) A 5 Dive Travel and Resorts Jack Chalk Capt. Don s Habitat, Bonaire Tim Webb Caradonna Caribbean Tours 8 / Diving Community / November-December 2007 / divingcommunity.org

9 DEMA s National Advertising Campaign Coming Soon: DEMA s Industry-Wide, Million-Dollar Diver Acquisition Campaign DEMA s Be A Diver national advertising campaign, aimed at increasing the number of new divers, will be launched on TV, radio, newspapers, magazines and on-line in early Find out more about this crucial industry initiative by attending DEMA s Power Up Series taking place Friday and Saturday at 8:30 AM in Room S210A. Join us to see a preview of the campaign and learn how you can participate to grow your business. divingcommunity.org / November-December 2007 / Diving Community / 9

10 Committee Accomplishments DEMA s Board Committees are an opportunity for industry volunteers to participate in the activities of the Association and have an impact on the effectiveness of DEMA. Committees are generally made up of Board members and may include other volunteers from the diving industry. They are advisory to the Board of Directors and DEMA Staff, and bring a wealth of experience to the Association. In 2007 there are a number of standing committees helping to provide input to the Board of Directors and Staff of the Association. Having opinions and insight from the diving community is critical, and the learning curve works both ways; many volunteers learn to understand the inner workings of a large non-profit trade association, including the nuances of providing the best for all five stakeholder groups simultaneously. The following standing committees have been in operation throughout 2007: DEMA Show Committee Dan Emke, Chair Finance Committee Dave Riscinti, Chair Legislative Committee Jim Byrem, Chair Alternative Media Committee Ty Sawyer, Chair Manufacturer s Committee Dan Emke, Chair Membership Committee Dan Orr, Chair Promotion (Acquisition/Retention) Committee Keith Sahm, Chair Ships to Reefs Committee Dave Riscinti, Chair Youth Programs Committee Wayne Hasson, Chair Nominations Committee Al Hornsby, Chair Finance Committee Chair Dave Riscinti The Finance Committee provides oversight to all budgetary activities of the Association, approves the budget for the fiscal year, and reviews all Association financial transactions. DEMA s financial standards are developed using GAAP Standards. In addition to following these high standards, DEMA also voluntarily participates in annual independent audits of all finances. The audited financials are posted on for member review following each audit. One of the most important objectives of the Association is the opportunity to place money back into the diving industry for promotional purposes. Since January 2003, DEMA has carefully placed money into successful promotions that were then evaluated for their return on the investment. For example, in 2006 DEMA s Scuba Tour cost about $200,000 but introduced scuba diving to more than 12,000 persons. As a result the Scuba Tour returned to the members of the Association the following on the investment: Category Return on Investment Dollars Equipment Sales, Travel and Certification Sales $1,356,000 Value of Media Exposures $1,823,724 TOTAL $3,179,724 The return on investment of association dollars for the Scuba Tour is more than 15 times the money spent. In addition, between 2003 and 2006 DEMA invested more than $1.6 million in successful promotions for the industry. The 2007 Promotions Budget is more than $536,000, with an additional $175,000 slated to fund the initial launch of the Be A Diver campaign. Ultimately DEMA will invest at least $1.2 million dollars in the Be A Diver campaign to grow the industry through Ma n u fa c t u r e r s Co m m i t t e e Dan Emke, Chair The Manufacturer s Committee represents all member manufacturers. Representatives on the Manufacturer s Committee come from the DEMA Board and also include non-board members. The Manufacturer s Committee monitors the Manufacturer s Fund, which was established in 1994 when DEMA was re-organized to include all stakeholders in the diving industry. The Fund is composed of 5% of the gross receipts from DEMA Show each year and is used at the discretion of the manufacturers to promote recreational diving. The Manufacturer s Fund has supported many different programs, investing more than $568,000 in the industry between 2003 and 2006 for such promotional programs as: Scuba Tour Retail Promotional Programs Disaster Assistance Program MEBI Program CORE Program and Excellence in Retailing Award Be A Diver Acquisition Program Program funding contributed from the Manufacturer s Committee for 2007 is budgeted at $116, / Diving Community / November-December 2007 / divingcommunity.org

11 Committee Accomplishments Me m b e r s h i p Co m m i t t e e Dan Orr, Chair The objectives of the Membership Committee include finding additional benefits for the DEMA membership. Since 2003, the Committee has been working toward making DEMA membership more meaningful. This has included looking at each of the stakeholder groups and determining their needs. DEMA provides the following direct benefits of Association membership: Retailer Research Helping retailers evaluate and improve business practices, the REBI Program (Retailer Econometric Business Index) debuted at DEMA Show 06, and is growing in participation. REBI provides: 1. Sales data for the retailer s store, displayed by product and service category 2. Comparisons of retail category sales data for the region of the country in which the retailer is located 3. Comparisons of retail category sales data for the US Certification Census measuring growth of the Industry at this entry point for the end-user diving customer Power Up Sessions This year s Power Up sessions will outline DEMA s Be A Diver customer acquisition program at DEMA Show. Participants will receive a copy of the marketing plan summary. Don t miss these important programs! Disaster Assistance Program In response to member s needs, DEMA has developed an ongoing plan to provide assistance in the event of future disasters which seriously impact our industry. With the help of its members, DEMA will provide assistance to the victims of catastrophic storms and other occurrences with a DEMA Disaster Assistance Program; Members Helping Members, builds a bridge of assistance for those affected by these disasters while permanent aid is being requested from the appropriate government, private or public agencies. The program includes help for members, Show exhibitors, and Show attendees. See www. dema.org for more information. Youth Programs DEMA is working to bring in younger customers and also younger professionals in the industry.: 1. Deep Ambitions Aquatic Career Fair being conducted at DEMA Show Science Educator Day at DEMA Show, bringing marine science and science teachers information about careers that involve diving. 3. Aquatic Vision Scholarship programs for young persons that wish to push the envelope of diving knowledge! Ships2Reefs Acting as a clearing house of information for groups planning to access the inventory of retired government ships useful for man-made reefing programs Be A Diver Customer Acquisition Campaign This new program will help grow the industry using print ads, TV and radio commercials and other promotions to a targeted non-diving audience DEMA has paid special attention to retailers and travel providers, understanding that these important members are one of the first points of contact with potential diving consumers. Members are always looking for ways to improve business, increase profitability and decrease frustrations. By being a DEMA Member, retailers and others SAVE BIG up to 70% on DEMA Show registration! DEMA Members have access to the Be A Diver Customer Acquisition Campaign components, including downloadable print ads, a national and regional PR campaign, television commercials and assistance with locating target customers! Receive Power-Up Breakfast DVDs, a $100 value, FREE! DEMA Members have FREE access to DEMA s 10-foot Blow-Up Diver and Time2dive Backdrop for sales and special events. The Scuba Tour - Local DEMA Member stores have the EXCLUSIVE opportunity to participate with the tour as it travels to various venues (more NEW customers)! divingcommunity.org / November-December 2007 / Diving Community / 11

12 Committee Accomplishments Re t e n t i o n/acquisition (Pr o m o t i o n s) Co m m i t t e e Keith Sahm, Chair DEMA continues to keep recreational diving in front of the general public to promote sales and growth. The Acquisition and Retention (Promotions) Committee was involved in developing and refining programs for 2007 and beyond, which are detailed later in this publication, including: Be A Diver Customer Acquisition Program Scuba Tour Support for dive shows and other consumer shows Be a Diver website development Certification census Youth Diver Acquisition Program Wayne Hasson, Chair The Industry has expressed concern regarding the future of our sport and bringing in young people to continue the Industry. Over the last two years DEMA has been working to create programs that will generate professional and recreational interest in the sport for younger people. The Youth Diver Acquisition Program Committee has developed the following programs. Deep Ambitions Aquatic Career Fair program, launched at DEMA Show 2006 Aquatic Vision Innovation Scholarships Aquatic Vision Youth Scholarship Program Deep Ambitions Aquatic Career Fairs have been held in various locations around the US during the last year, following the introduction of this important program at DEMA Show Working directly with local high schools, DEMA has introduced more than 500 students to potential careers in marine science education, demonstrating how diving is used professionally, and having them actually try diving in the Scuba Tour Pool. The Committee also developed a video presentation from DEMA Show 2006, a How-To manual to assist other DEMA members in conducting similar Career Fairs to children in a variety of age groups, and a Power Point presentation to assist in this process. In addition, for 2007 DEMA developed a pilot program to encourage young professionals to attend DEMA Show. Called the Immersion Program, this includes a one-day pass at a special reduced price for the final day of the trade show, as well as special educational programs designed for the young diving professional and presented by representatives from DEMA member training agencies. The same stringent show entry requirements as those required for other diving professionals are maintained, and these professionals are not identified as buyers unless they have the appropriate documentation to qualify them for that category of attendee. DEMA will monitor and evaluate this pilot program to determine if it will continue. Show Committee Dan Emke, Chair Since DEMA Show 2003, DEMA has been working to determine the needs of the Industry with regard to the DEMA trade show. Working directly with the Membership Committee and DEMA Staff, the Show Committee determined the best overall time of year and locations for conducting the Show. Since 2005, the DEMA Show has been rotating between Las Vegas, Nevada and Orlando, Florida. The Show will continue to be held in the fall, and the Orlando/Las Vegas rotation will continue through at least DEMA staff and Board members are always looking for ways to maintain the value of exhibiting and attending DEMA Show. Since 2003 additional benefits have been developed for members to attend the show including significant discounts for exhibitsonly and seminar entrance. Exhibitor programs include DEMA Show s Anchor Exhibitor Program, opportunities for additional exposure in the DEMA Retail Resource Center, and programs to help exhibitors work together during periods of business consolidation. In addition, because of demands of exhibitors and attendees, DEMA tightened the requirements for entry of professionals in the Show. Keeping the value high for exhibitors and attendees includes keeping costs to attend and exhibit low. In a study recently reported by Tradeshow Week, the average direct labor and drayage costs for all of the major-venue cities in North America were tabulated. In the table below DEMA has compared these US averages with those at DEMA Show during 2006 and / Diving Community / November-December 2007 / divingcommunity.org

13 Committee Accomplishments Trade Show Drayage & Labor Rates Compared 2006 U.S. Average 2007 U.S. Average % Change US Average DEMA 2006 vs 2007 % Change DEMA 2006 DEMA 2007 Drayage Per CWT (Hundred Weight): Advance Shipments to Official Service Contractor $61.27 $ % 2.5% $52.99/$47.69 (when shipping GES)Blended Composite Rate $54.31/$48.88 (when shipping GES)Blended Composite Rate Drayage Per CWT (Hundred Weight): Direct Crated Shipments to Exhibit Hall $54.97 $ % 2.5% $52.99/$47.69 (when shipping GES)Blended Composite Rate $54.31/$48.88 (when shipping GES)Blended Composite Rate Drayage Per CWT (Hundred Weight): Direct Crated Shipments to Exhibit Hall Requiring Special Handling $72.49 $ % 2.5% $52.99/$47.69 (when shipping GES)Blended Composite Rate $54.31/$48.88 (when shipping GES)Blended Composite Rate Drayage Per CWT (Hundred Weight): Direct Uncrated & Loose Shipments to Exhibit Hall $82.52 $ % 2.5% $52.99/$47.69 (when shipping GES)Blended Composite Rate $54.31/$48.88 (when shipping GES)Blended Composite Rate General Labor/Decorator/ Hour $68.14 $ % 2.7% ST $58.45/OT $95.95 ST $60/OT $98.50 Rigger/Hour $72.74 $ % 10% ST $68/OT $102 ST $74.80/OT $ Audio-Visual Labor/Hour $62.63 $ % -17% (changed companies) $60/Hr, 4 hr min. $50/Hr, 4 hr min. Security Guard/Hour (Unarmed) $18.15 $ % -26% (changed companies) $50/Hr, 3 hour min. $22/Hr, 5 hour min. Booth Cleaning / Sq. Ft. per Day $0.29 $0.31 7% 3.8% $0.26 $0.27 Forklift with Operator/Highest Weight Range/Hour Forklift with Operator/Lowest Weight Range/Hour $ $ % 2.5% ST $ OT $ $ $ % 2.5% ST $ OT $ ST $ OT $ ST $112 OT $ divingcommunity.org / November-December 2007 / Diving Community / 13

14 Committee Accomplishments Ships to Reefs Program Committee Dave Riscinti, Chair The US Government has a large inventory of retired vessels in storage (some from as far back as WWII), many of which MUST be discarded. According to a study used by the US Government to determine the disposition of these vessels, it is both economically feasible and ecologically responsible to dispose of them by making them into artificial reefs, either for use by the diving or fishing industry. DEMA began this program in 2004 to act as a repository of information for the diving industry in order to help facilitate the acquisition and sinking of these retired US warships for use as man-made reefs for diving. DEMA s mission for the project, as set forth by the Board of Directors, is To establish a complete resource center via Internet and other means which helps the dive community initiate and execute local Ships to Reefs projects. This limited scope may change over time, but has helped direct the program since Within the scope of this mission, DEMA s reach and resources are used to introduce the program to DEMA s members and the industry, and help promote the program s benefits to member s communities and businesses by increasing diver acquisition, retention and travel. Objectives: Utilize DEMA Show and consumer dive shows to introduce and educate the Industry on the program. Create a website to serve as a library and aid for those interested in the program. Encourage communication among those interested in the program through programs at DEMA Show and other venues. To date DEMA has: Gathered the resources that organizations need to start local Ships to Reefs Projects. DEMA acquired information by tapping into the expertise of its members who have already placed some of these vessels as artificial reefs. Developed a Website: Currently a DEMAsponsored website called is operating as the repository of the information currently available. Information will be continually updated and posted to the site. Conducted seminars at all DEMA Shows since 2004, as well as many consumer shows as a means of informing the diving public about the availability and potential for these retired vessels. Attended reefing workshops and helped support different efforts around the country including the sinking of the Oriskany and the Vandenberg. DEMA s resources are also being used to help construct and promote a Ships-to-Reefs bill in Florida. The bill has several sponsors in the Florida legislature and if passed can act as a model for other states to acquire and reef these retired vessels. To establish a complete resource center via Internet and other means which helps the dive community initiate and execute local Ships to Reefs projects. Le g i s l at i v e Jim Byrem, Chair DEMA has been involved in monitoring a number of legislative efforts around the US. Bellwether states for diving include Florida, Hawaii, and California, but legislation that affects diving (either positively or negatively) can occur anywhere in the world. DEMA uses several methods to monitor legislation including getting assistance from DEMA corporate and retail members. Wherever possible, DEMA s position has been to closely monitor legislation through the local association of dive operators and determine which direction the association prefers, lending assistance with determining the possibilities where needed. Where needed, DEMA advises these operators and associations on the various scenarios given the legislative effort being put forth. 14 / Diving Community / November-December 2007 / divingcommunity.org

15 Committee Accomplishments For the first time, DEMA hired a professional lobbyist during 2007 to assist in monitoring legislative activity that affects the diving industry. As a result, DEMA has participated directly in several legislative-related projects: Issued a Position Statement on Marine Protected Areas in California. Issued a recommendation to the California Fish and Game Commission for appointment of a specific individual. Developed the first attempt at a Ships-to-Reefs bill in Florida. Acted as a source of information for the media and the legislature during diving incidents involving artificial reefs in Florida. Site Selection and Timing of DEMA Show Site selection and timing of DEMA Show are based on the benefits to exhibitors and attendees, including hotel room pricing and proximity to the convention center, exhibitor rates for labor, and other factors. DEMA Show Attendees and Exhibitors have indicated through surveys and stakeholder meetings that Las Vegas and Orlando were among the best cities for them in which to attend and exhibit at DEMA Show. Establishing a location rotation with Las Vegas and Orlando is a reflection of DEMA customer s needs. As a result, DEMA Shows will be held in the following rotation: 2007: Orlando, Florida 2008: Las Vegas, Nevada 2009: Orlando, Florida 2010: Las Vegas, Nevada In addition to these customer-selected venues, surveys and stakeholder meetings clearly indicate that there is a variation in timing preference; one that is dependent on the stakeholder and their business cycle, as well as their particular geographic location. Information gathered from retailers and others that have participated in DEMA s stakeholder meetings, surveys, and PowerUp sessions, have indicated that there are two keys to encourage DEMA Show participation: hold the Show at a time when there is as little direct interference as possible with the varied stakeholders businesses, and make sure that the Show is conducive to conducting business. DEMA has focused on augmenting the benefits to attending the Show. Initiatives have included the tightening of buyer registration procedures and the production of solid educational opportunities that provide opportunities for attendees and exhibitors to learn new methods to grow their business. These benefits are in addition to the buying and selling opportunities and the chance to see new equipment as well as network on a face to face basis, all of which have been and will continue to be the hallmark of DEMA Show. Timing the Show to meet the varied geographic and business cycle needs for our industry has proved challenging. Conducting the Show in early to mid- October caused conflicts with many retail businesses, and the late-january timing of DEMA Show in its first 25 years caused just as many conflicts with other industry businesses in different parts of the country and world. Through surveys and stakeholder meetings it became clear that the timing for DEMA Show that produced the least amount of business interference for both exhibitors and attendees is in the period from the end of October through the first several weeks in November (just prior to Thanksgiving). The Shows have now been booked as close to this time frame as possible for the venues requested by DEMA exhibitors and attendees. divingcommunity.org / November-December 2007 / Diving Community / 15

16 DEMA MEMBERSHIP HAS ITS PRIVILEGES! DEMA membership has many benefits that are designed to help support and promote diving businesses. As the premier trade organization in the Recreational Diving Industry, DEMA produces the largest trade-only diving show in the world. DEMA Show attracts more than 10,000 diving professionals annually and more business is conducted at DEMA Show than at any other single location is the 31ST annual DEMA Show, and DEMA member attendees and exhibitors receive special pricing and other benefits at the show. In addition to voting privileges and Association updates, DEMA members also have access to information, support, and activities that non-members cannot access. MARKETING SUPPORT Starting in 2008, DEMA s new website will provide referrals to members from interested diving consumers that log on as a result of the promotions that DEMA conducts. DEMA Scuba Tour The Scuba Tour is a member only program that in 2007 has been responsible for generating more than 9 million media impressions for diving and for the participating retailers around the US, Canada and Mexico. The Certification Census The DEMA Certification Census measures the number of open water level diving certifications issued quarterly within the US and its territories. The data is available for use by businesses in determining the health and growth of the Industry, and is useful data for investors and financial institutions. The information also makes it possible for retailers to compare their own growth with that of the Industry. Retailer s Econometric Business Index (REBI) The REBI program, which began in 2007, provides members with sales data at the retail level that can be used to determine the growth of the Industry, as well as provide comparative sales data for specific geographic regions and the US as a whole. Database Marketing Access DEMA members have access to industry and consumer databases for direct marketing opportunities. 16 / Diving Community / November-December 2007 / divingcommunity.org

17 DEMA MEMBERSHIP HAS ITS PRIVILEGES! continued Portable Displays Members have access to DEMA s backdrop for consumer dive shows and the 10 blow-up diver for promotions. BUSINESS SERVICE SAVINGS Siriani and Associations provides discount shipping on small package or truck, inbound & outbound, import or export. RPSI, Inc. - Specialty priced Credit Card Processing Premiere Global - Teleconferencing discounts. TRAVEL SAVINGS AVIS is DEMA s preferred car rental company and offers substantial discounts to members LEGISLATIVE SUPPORT One of DEMA s goals is to assist members in protecting and preserving the economic stability of the industry s marketplace. This can include protecting our water and shore environments. Requests for support from members are reviewed on an ongoing basis and are evaluated by the DEMA Legislative Committee. Members Only: DEMA members include all five major stakeholder groups in the diving industry, and also allow for associate membership at the B level. Membership is open in each of the categories as described in the DEMA Bylaws. A-1 Manufacturers/Distributors of Dive Equipment and Sales Reps A-2 Diver Certification and Training Agencies A-3 Publishing, Media, Dive Industry Consulting, Associations & Non-Retail Service Providers A-4 Dive Retailers A-5 Dive Travel and Resorts B Associate Membership VOTING PRIVILEGES Eligibility to vote in DEMA Association elections MEMBERSHIP DUES Dues are based on the following dues schedule: Gross Income Dues # of Votes Category A Members: Up to $500,000 $150 (new member $175) 1 $500,001 - $2 Million $500 5 Over $2 Million $ All Category B Members: $100 0 Membership dues run on a calendar year basis, January through December. divingcommunity.org / November-December 2007 / Diving Community / 17

18 Growing the industry: Diver Acquisition and Retention Be A Diver Campaign and highlight DEMA member retailers with direct links to their websites. DEMA will also fund a prioritization effort for web search engines to find BeADiver.com when it is launched. Be A Diver will include a complete overview of diving for the non-diving consumer, and will even have information to encourage certified divers to come back to the sport if they ve been away a while. DEMA will launch one of the largest customer acquisition campaigns in its history in early 2008, and will preview this important member-only program at DEMA Show DEMA is working together with Chowder Inc., a New York City-based advertising firm to develop the advertising and promotional program which will include a national television ad campaign, print ads and member-only materials that can be used in local and regional campaigns as a supplement to the materials already being used. DEMA is also working with Adams Unlimited Public Relations to construct regional and national PR campaigns that supplement the advertising, make recreational diving more visible, and increase the value of DEMA membership. More than two years of research and planning has gone into the development of this customer acquisition campaign, and very specific marketing objectives and measurements have been developed to ensure that the program helps to grow the industry and gives the association a substantial return on the money spent. DEMA s Be A Diver campaign marketing plan, including examples of the advertisements and the first cuts of the television commercial can be seen at the two PowerUp sessions being held at DEMA Show Be A Diver Website As part of the overall diver acquisition campaign, DEMA will launch its newly renovated consumer website, in early The website will maintain updated lists of retailers, Learn About Diving Diving Equipment Where to Dive/ Explore Resources Scuba Tour Retail Locator Re ta i l Ma r k e t i n g In addition to the advertising, PR and website efforts, DEMA has developed a true marketing effort to assist DEMA-member retailers in their efforts to find target customers. Using lifestyle segmentation data, DEMA s retail specialist will be able to help locate and reach potential customers that fit the lifestyle and demographic profile of DEMA s target consumer. One of DEMA s main objectives is to promote recreational diving, and the Association has provided significant amounts of media attention to the Industry over the last several years. Since 2005 DEMA has been working with an independent auditing company to audit all media coverage of DEMA promotional projects. This is the only objective way to determine the amount of exposure and the value of the promotional projects to the Association. To date the independently audited results of this exposure have been: Date Viewership PR Equivalent 2007 to-date 9,019,429 $2,942,488 Much of the exposure diving has acquired has come by using DEMA s highly visual Scuba Tour as a mode of attracting attention. Scuba Tour has also been successful in generating significant sales in the diving industry around $1.3 million dollars annually during each of the last five years. 18 / Diving Community / November-December 2007 / divingcommunity.org

19 Growing the industry: Diver Acquisition and Retention In order to utilize the Scuba Tour in the most effective and efficient way possible, and to take advantage of the media attention the Scuba Tour pool generates, DEMA began instituting a number of changes to this most visible program during Location selection, size and compatibility of the media markets, the steps taken while operating with consumer dive shows, and the direction of our public relations efforts, all played a role in acquiring the PR value of the pool. diving and Scuba Tour footage) and other promotional tools to promote diving in the local media. In the upcoming mid-november event, DEMA is also supporting a career fair program in concert with the local school system and other activities. In early 2007, as a direct result of working with the 2006 Promotions Committee (2006 Chair, Rick Stratton), DEMA developed and released an education program specific to the Scuba Tour designed to help retailers close the sale of registering for a scuba class to prospective students that try diving in the Scuba Tour pool. The goal is to increase the current close rate by 5% by the end of two years, and to double the percentage in five years. As of this writing, DEMA has planned the first Diving Weekend promotion for mid-november 2007 in Ft. Lauderdale Florida using the Scuba Tour pool as a centerpiece. The hope is to create additional buzz around recreational diving, and to showcase participating DEMA member retailers. Local DEMA member retailers are asked to participate in the promotion which is designed to be easy for the media to support (not a sale, which will receive little media coverage, but a true promotion). DEMA sees the promotion for diving as being region or city-wide to the extent possible with an opportunity for all retailers to join DEMA and participate. To help promote these events, the member retailers and diving, DEMA will post information from each city-wide event on the new DEMA consumer website, (see below) and will retain the information so that visitors will be able to see listings for the stores that participate, and photos of the event(s). In addition to inviting the media to these Scuba Tour events, DEMA can provide B roll (generic Wounded Warriors Project With DEMA s participation and help, six severely wounded United States Servicemen, most of whom suffered limb amputations as a result of injuries they sustained while fighting in the Iraq and Afghanistan conflicts, met their goal of becoming certified scuba divers in the Dutch Caribbean Island of Bonaire in August of Army Sergeant Orlando Gill, with his wife Maria and son Darius from Queens, New York; Army Sergeant Anthony Larson, with his partner Nicole from St. Cloud, Minnesota; Navy Officer Derrick Wallace with his wife Shaunyce from Washington, D.C.; Army Specialist Latseen Benson, with his wife Jessica from League City, Texas; Army Specialist Matthew Ceccato from Sacramento, California; and Army Sergeant Michael Buyas with his son Justin Orondo, Washington; tried scuba diving for the first in DEMA s Scuba Pool during the Scuba Tour stops at the No Barriers Festival in Lake Tahoe, California and the Adaptive Water Sports Festival in Breezy Point, New York. Both events were sponsored by Disabled Sports USA Wounded Warriors Project. During their time in DEMA s Scuba Pool, the six physically disabled servicemen and their families were introduced to freedom of scuba diving and the ease with which it is learned. They quickly discovered that scuba diving is the first activity they can enjoy together because the weightlessness of the water puts them on an equal playing field with everyone. Diving allowed the divingcommunity.org / November-December 2007 / Diving Community / 19

20 Growing the industry: Diver Acquisition and Retention Warriors freedom from their wheelchairs and other prosthetic devices while simultaneously helping them to maintain a healthy, active lifestyle. Once the Wounded Warriors, their wives and children realized how easily scuba can help heal the whole family simply by allowing them to equally participate and experience new worlds, they began the dive certification process with dive centers in their local communities. In mid-august the Warriors and their families came to Bonaire to complete the final step of the dive certification process, taking advantage of Bonaire s calm, clear and warm water and the Bonaire Marine Park. The waters have no significant current or tidal flow, so it is one of the most secure and stable environments in which to receive open-water dive certification. Bonaire is also a family friendly destination, so it enhances the objective of Disabled Sports USA Wounded Warrior Project and DEMA s joint initiative of healing the whole family when a loved one comes home with life altering physical disabilities. While in Bonaire, the Warriors were treated like royalty as the residents of Bonaire rolled out the red-carpet for them with a dinner in the Governor s mansion with Island dignitaries, nightly meals at various establishments including a Texas-style barbeque, island tours, the bestowment upon each Warrior of a Bonaire Ambassador s medal and even a parade led and escorted by the local Harley Davidson club. The mission of the Wounded Warrior Project, a non profit organization, is to raise public awareness and enlist the public s aid for the needs of severely injured service men and women, to help severely injured service members to aid and assist each other, and to provide unique, direct programs and services to meet their needs. For more information DSUSA-WWP, visit Latseen Benson and Wife Jessica diving in Bonaire Tony Larson returns to boats provided by Captain Don s Habitat in Bonaire Bringing Young Consumers Into the Industry. There are several potential markets available to the recreational diving industry. While DEMA is primarily targeting the baby boomer, because they tend to have the time and money to spend on recreational diving, it is also important to bring younger people into the industry, both as consumers and as professionals. In order to address this issue, in 2006 DEMA created a far-reaching youth acquisition program that involves many different levels of promotion, including consumer dive shows, and other events. Focusing on high school aged children, DEMA is encouraging young people to become involved in diving and diving-related careers, while acquiring publicity for the activity of scuba diving. This Youth Diver Acquisition Program involves using the Scuba Tour, along with several other opportunities to provide promotions for the Industry, all while targeting the youth market. Supporting current member-operated dive consumer shows is of great interest to DEMA because these events can encourage more overall participation in diving. Participating with consumer dive shows, DEMA can assist the event, if needed, and provide overall Industry support with PR and media exposure, and by promoting DEMA s consumer initiatives such as The Scuba Tour and Ships to Reefs programs. As needed, DEMA will provide access to the DEMA Scuba Tour Pool and utilize DEMA s PR firm to help generate publicity for diving and for the memberoperated consumer diving event. With millions of media impressions in 2006 and 2007, the presence of the Scuba Tour has become a proven way to get publicity for the Industry, and can be helpful in drawing more non-divers to consumer diving events that wish to partner with the Association. DEMA will also continue to make the DEMA Ships to Reefs 20 / Diving Community / November-December 2007 / divingcommunity.org

21 Growing the industry: Diver Acquisition and Retention exhibit available and will run seminars for the Ships to Reefs initiative at the consumer dive show, as desired. Deep Ambitions Aquatic Career Fairs During 2007 DEMA offered the Deep Ambitions Aquatic Career Fair to member-operated consumer dive shows. To the extent that regional school district rules and schedules allowed them to participate, these Career Fairs were successful in getting kids interested in careers that involved learning to dive while helping to promote the member-operated consumer dive event. DEMA will continue this effort in In addition to organizing these events with interested member-operated consumer dive shows, DEMA has also created a How-To Guide available to member retailers who wish to create their own local and regional Deep Ambitions Aquatic Career Fairs. Such a program also has the effect of drawing local publicity, and will help get local kids and their parents acquainted with diving and aquatic-related activities and careers. Youth Diver Acquisition at DEMA Show 2007 DEMA again will host a Deep Ambitions Aquatic Career Fair in Orlando, Florida as part of DEMA Show DEMA is again working directly with Freedom High School in Orlando Florida to bring high school kids to this event, and over 150 marine science students will participate in this year s program. In addition to the Career Fair, kids will also have the opportunity to try diving at the Show, and will be escorted through the Show to assure that security of the trade-only show is not breached. The kids will also hear about different careers from DEMA members who have volunteered their time to talk to the kids about aquatic careers that also involve learning to dive. Following the 2006 Deep Ambitions Aquatic Career Fair, DEMA received the following message from one of the teachers involved: The students could not stop telling me what a great experience it was for them. Many said they now have ideas for some career paths, just the objective of the day! I know it is an experience they will talk about years from now. Donita Khouri, Science Teacher, Freedom High School. Bringing in Young Professionals In addition to bringing in young consumers, DEMA also recognizes the importance of encouraging early participation in the industry by younger diving professionals. Many instructors and professionally-certified diving leaders do not fully engage in the industry until some time after first becoming certified at the professional level. Many may not see the full extent or professionalism of the industry until they come to their first DEMA Show. Since individuals certified at the professional level (ie: instructors, divemasters, dive control specialists, and assistant instructors and others with professional credentials) have long been permitted to attend the trade-only event, DEMA developed a pilot education program for DEMA Show 2007 to encourage these typically-younger professionals to attend. The Immersion Program consists of a one-day pass to DEMA Show, offered at a lower registration price and good only for Saturday, November 3rd. In addition, DEMA has worked directly with several A-2 DEMA member training organizations to provide education programs that are designed for the new diving professional. The following educational programs are being offered in 2007: Using Travel as a Means of Acquiring and Retaining Customers Speakers: Doug McNeese, Executive Director and Lisa Mitchell, Business Consultant, Scuba Schools International Many potential diving customers first try diving in a resort location. This session describes ways to capture these potential customers and turn them into divers after they return from their resort vacation! Career Paths in the Diving Industry Speaker: James Morgan, Vice President Training & Customer Service, PADI Americas This is a description of the many careers that involve diving, including the marine sciences, dive instruction, law enforcement, environmentally-related, teaching, writing, photography, and many more. All encourage or require diving as a basic skill. divingcommunity.org / November-December 2007 / Diving Community / 21

22 Growing the industry: Diver Acquisition and Retention Digital Photography as a Means of Acquiring and Retaining Customers Speaker: Speaker: Mike Luzansky, CEO/Owner, H2O Photo Pros Photography is a great way to get potential customers involved with diving and to keep them active once they are certified. This session presents the basics of what is needed to produce easy digital photos to encourage the customer s involvement and retention. As with everyone attending DEMA Show, professionals obtaining the Saturday-only Immersion Pass are required to present a photo ID on site (such as a driver s license or photo diving certification card or similar) when picking up badge holders and/or badges. In addition, the following credentials are required for entry to DEMA Show 2007: DIVE STORE STAFF, TRAVEL INDUSTRY PROFESSIONALS, OTHER INDUSTRY PROFESSIONALS Present onsite in order to pick up badge and/or badge holder: 1. Photo ID (driver s license or photo diving certification card or similar) PLUS 2. A business card with their name and position listed as well as the name of the business under which the attendee is registering PLUS 3. One of the following: a. Copy of current (last 12 months) business license with name of retail business OR b. Paycheck stub with registrant s name on it from the diving business, dated to within 60 days prior to the Show; OR c. Tax ID# along with the name of the retail business OR d. International Identification - business registry information used in the country of origin or which permits buying in the US INSTRUCTORS, ASSISTANT INSTRUCTORS, AND DIVE MASTERS/CONS, ETC. (Not registering as dive store staff): Present onsite in order to pick up badge and/or badge holder: 1. One of the following: a. Photo diving certification card that indicates the level of professional certification achieved OR b. Non-photo certification card with appropriate leadership credentials PLUS a valid photo ID the future. As with all who register for DEMA Show, these pros are required to provide appropriate documentation before entry is permitted, and they are provided only with Show credentials that are appropriate for their level of certification and qualifications. Re s e a r c h DEMA has been involved with several research projects since Research can typically be broken down into primary (conducted directly by DEMA) and secondary (research conducted by another source). For some projects DEMA has relied on memberowned research which has proven to be dependable for projects within the diving community itself. For projects that require additional corroboration of results, DEMA has sponsored primary research that provides data which can be confirmed by a third party. Certification Census Thanks to the certification organizations data has been made readily available regarding the number of divers certified each year. Starting in 2003, DEMA began gathering the data on Open Water level diver certifications as a measure of growth for the Industry at large. This is an important statistic for the Industry, especially at the level of entry certifications as it is indicative of the health of the sport. The cooperative effort between all of the certification agencies includes reporting their certification information to an independent, third party auditing firm. The numbers are reported to DEMA only in total after the third party auditing firm does a thorough review of the data and removes any duplications that appear across agencies. This process is designed to make the Census totally anonymous with regard to training agencies and to produce an accurate accounting of the totals within the US. DEMA never sees the individual agency totals, only the aggregate total. Instructors, Assistant Instructors, Dive Control Specialists and Dive Masters are NOT qualified to receive a Buyer designation and are therefore ineligible to receive pricing information. DEMA hopes to continue encouraging recentlycertified professionals to attend DEMA show for 22 / Diving Community / November-December 2007 / divingcommunity.org

23 Growing the industry: Diver Acquisition and Retention Ma n u fa c t u r e r s Ec o n o m e t r i c Bu s i n e s s In d e x (MEBI) For more than 20 years, DEMA has gathered and reported data on sales at the manufacturing level. The data is reported by those manufacturers that voluntarily participate in the program and is gathered by a third party administrator on a monthly and quarterly basis. The individual manufacturer s information is kept confidential and only the aggregate is reported to participating companies. Data from the ongoing MEBI research program is used by manufacturers to compare their sales with those in the Industry, to give them market share information and to help determine trends. for retailers and for the consumer. Banks and lending institutions need this data to make intelligent decisions on the growth of a business. In a manner similar to the MEBI program, the REBI program will gather information from voluntarily participating retail dive centers around the US through third party administrator. The individual retailer s information is kept confidential and only the aggregate is reported to participating companies. Aggregates are reported nationwide, and regionally so that the information is more useful to the participating retail stores. REBI is a new program for DEMA which began in Be sure to attend one of the REBI miniseminars at the DEMA Retail Resource Center at DEMA Show Re ta i l e r s Ec o n o m e t r i c Bu s i n e s s In d e x (REBI) Reliable regional and nationwide information regarding dive center retail sales taking place in the US is needed by many Industry stakeholders. Retailers need the information as a comparison tool for their own operations. Manufacturers and retailers can use this data to determine the trends retailers in different regions and to determine inventory needs divingcommunity.org / November-December 2007 / Diving Community / 23

24 DEMA Show 2007: Back In Orlando! Welcome to DEMA Show 2007! DEMA is back in Orlando Florida, with all of its great family entertainment, central and east coast Florida dive locations, and close-by Caribbean travel opportunities. Orlando remains a favorite city for DEMA attendees and exhibitors and we are pleased to be here! This year s Show will celebrate the late fall holiday season, while showcasing more than 600 exhibitors offering the hottest products, services and destinations available in the industry today. DEMA Show 2007 brings together top-notch presenters and an educational program comprised of more than 25 DEMA-sponsored seminars focused on diver acquisition and retention. In addition to DEMA-sponsored programs there are hundreds of hours of exhibitor and agencysponsored seminars designed to help every aspect of your business, and provide you with some of the best tools available to better manage your diving business. The 2007 DEMA Show will reflect some dramatic changes to DEMA s operations. During the last 12 months, thanks to the DEMA Board of Directors, DEMA has engaged in developing and implementing a total industry marketing plan to help the industry acquire new divers. The plan, complete with print ads, direct assistance to DEMA member companies, and even television ads, will be unveiled at DEMA Show s 2007 PowerUp sessions. DEMA members and Show participants will see the new program s action steps, advertisements, and marketing data in two information-packed sessions. EVERY DEMA member company can participate with this program, which will supplement your own company ads and promotional campaigns. With the backing of DEMA s PR firm and the assistance of a major advertising agency, DEMA will launch the campaign in early Be sure to attend these sessions, held at 8:30 am (before the Show opens) on November 2nd and 3rd. DEMA will hold a Member Update & Continental Breakfast on the morning of Thursday, November 1st. The event will begin at 8:30 am and is being held at S210A in the Orlando Convention Center. The Member Update is open to all attendees and exhibitors, and includes a complimentary Continental Breakfast. Please join us to see what your Association is doing for the Industry, meet current DEMA Board Members and old friends, as well as the 2008 Board of Directors candidates, and see what else DEMA does in addition to producing DEMA Show! Friday November 2nd is a very busy day at DEMA Show DEMA will conduct the Deep Ambitions Aquatic Career Fair Program to help bring younger people into the industry, and as was the case in the 2006 inaugural program, Orlando area high schools are participating with this exciting program by bringing in local area marine science students. The kids, aged 16 to 18 will learn how to get involved in exciting careers that involve all types of diving from marine science to law enforcement - and have the opportunity to meet some of our industry s brightest and best celebrities. They ll learn about potential careers that involve diving, have hands-on experiences with robotic 24 / Diving Community / November-December 2007 / divingcommunity.org

25 DEMA Show 2007: Back In Orlando! technology and marine environmental issues, try scuba in the Scuba Tour pool and actually tour DEMA Show in closely supervised groups. DEMA has conducted Deep Ambitions Program Career Fair Programs all during 2007 in various locations throughout the US as part of the DEMA Scuba Tour. If you have not yet seen this program in action, come by the Scuba Tour pool Friday and see what it is all about! the tribute, along with some great vintage diving equipment at the HDS booth. As every year, there s a lot to do and see at DEMA Show 2007 so take advantage of the educational and business opportunities to be found here. Find out more about this program in the Retailer Resource Center located in Booth #2227. DEMA is again privileged to have the fabulous and famous Zale Parry as hostess of DEMA s Hall of Fame booth. Here DEMA pays tribute to those who have made outstanding contributions to our industry. Visiting this area is a great way to catch your breath, meet Zale and get to know something about those who have helped to make diving what it is today! DEMA is also again a proud partner with the Historical Diving Society. HDS has put together a fantastic tribute to that iconic television show Sea Hunt, on this the 50th anniversary of the pilot show s release. See divingcommunity.org / November-December 2007 / Diving Community / 25

26 Get To Know the DEMA Staff! June s first DEMA show was in She began by setting up and managing the DEMA Store, which was challenging and a lot of fun. The part time position became fulltime in 2003 working as an Administrative Assistant. Through the years her responsibilities have changed, and she now works closely with DEMA s Board of Directors and DEMA Members as DEMA s Membership Coordinator. Working at DEMA has been very rewarding. DEMA has such a great team and they really enjoy their days working to help promote and support the Scuba Diving industry. Their efforts continue to bring in new members and help build and prepare the diving industry for the next generation. June French Membership Coordinator June really loves to travel. When not traveling, you will find her on the weekends at her family cabin up in Big Bear, California. In the mountains, she enjoys skiing, hiking, boating and walking her fat yellow Labrador, Nellie. Tom Ingram, DEMA s Executive Director has been involved with the Diving industry for more than 30 years. Born and raised in Florida, Tom started diving at the age of 11 and became involved professionally in In addition to instructional experience, Tom has been involved with retailing and live-aboard travel, and was the Department Head and Faculty for the Sport Diving Program at Florida Institute of Technology. He also started and headed the first four-year degree program in Recreational Diving Management at Barry University in 1987, and ran college business programs as well a heading the SBA s Small Business Development Center in Sanford, Florida before joining Scubapro and moving to Wisconsin. Tom Ingram Executive Director Tom came to California in 1998 as Scubapro s Director for Technical Marketing, later leaving to join Aqua Lung s Sporting Goods (swim) and Pro Dive divisions. Tom has been working at DEMA since September of This is Laura s third DEMA Show, and she s lovin every minute of it! She began with DEMA as the Membership Coordinator, and now works as DEMA s Accounting and Operations Manager. Laura strives to be a positive face to the industry, bringing with her over 18 years of Administrative and Office Manager experience which has contributed greatly to her duties at DEMA. When she s not contributing to Team DEMA, Laura enjoys the company of her favorite man, her family, and watching informative television shows such as the Discovery Channel and National Geographic. Laura Loomis Accounting and Operations Manager David Reidenbach is the Pool Tour Coordinator for DEMA. The Scuba Tour is a year long tour that traverses the United States stopping at 2 and 3 day large scale venues with a 25,000 gallon portable pool setup, all the newest diving equipment and scuba wear, as well as dressing rooms complete with towels and blow dryers. The focus of DEMA s Scuba Tour is to raise awareness of the dive industry and introduce new people into the diving world in a non-threatening environment. Big Wave Dave Reidenbach Retail Specialist Fondly known as Big Wave Dave, Dave brings over 30 years of diving experience to DEMA. Dave has been a retailer, a Course Director with PADI, and a media presence for the DEMA Scuba Tour since Under Big Wave Dave s direction, the Scuba Tour has logged over 400,000 worldwide miles having traveled throughout the United States, Canada, and Mexico. To date, over 125,000 people have had the unique ability to be introduced to and experience scuba diving virtually in their own back yard. The Scuba Tour appears at approximately 30 venues a year and has been covered by national and international media. Dave s scuba diving travels include all of the Hawaiian Islands, Fiji, Wisconsin, Turkey, Bonaire, and the Bahamas. Though scuba diving is his most passionate sport, Dave also enjoys skiing as well as under-water photography. He currently lives in Neenah, WI with his wife and 2 daughters, all of whom are also avid and extremely skilled scuba divers. 26 / Diving Community / November-December 2007 / divingcommunity.org

27 Get To Know the DEMA Staff! As Coordinator of the Diving Equipment and Marketing Association s (DEMA) grass roots program, The Scuba Tour, Jeff Mohr brings with him over 17 years of diving experience. Born in 1953, Mohr grew up in Orange, Connecticut and graduated from Amity High School in He then joined the Army as a Military Police Officer where he served the majority of his 10 year tour stationed in Germany. Upon his discharge from the military, Mohr spent the next ten years working for Kimberly Clark. Jeffrey Mohr Pool Tour Coordinator Certified by DEMA Retail Specialist Big Wave Dave in 1990, Mohr became a scuba instructor and began teaching in 1991 at Inland Seas Diving Academy in Neenah, Wisconsin. Two years later, Mohr moved to Brandon, Florida where he served as a scuba instructor at Woods and Water for one year before moving back to Wisconsin, where he has been teaching scuba at Mountain Bay in Appleton ever since. In 2002, Jeff became a Master Scuba Diver Trainer and for the past few years he worked closely with the Winnebago Fire Department in training their Dive Team as well as training the members of the Alleghany Sheriff s Department Dive Team. Mohr s 17 years of diving experience has taken him to The Great Lakes, Florida and Bonaire. While not touring, he spends his time at home in Menasha, WI with his wife Kris, who is also a certified diver. Nicole joined the DEMA staff in the fall of 2002, while completing work at The University of San Diego for a Bachelor s of Business Administration. Over the past 5 years she has filled numerous roles within the Association and currently oversees many of DEMA s projects and operations in her position as Managing Director. She currently serves on the Board of Directors of The San Diego Oceans Foundation, a 20 year old, non-profit organization devoted to the stewardship of the region s marine waters. She enjoys boating, traveling and spending time with her family and friends. Nicole Russell Managing Director Colleen Vasquez was promoted to Associate Director of the Association in She also continues to serve as the Controller and Special Events Coordinator and has been with the Association for almost 6 years. She first came to the Association as the accounting supervisor back in January 2002 with over 20 years of financial and accounting experience. Since that time she has become responsible for all of the financial aspects of the Association working in coordination with the Executive Director and under the direction of the Treasurer, Finance Committee and DEMA Board of Directors. Colleen Vasquez Associate Director/Controller In addition to overseeing the day-to-day duties of the accounting staff and show management company, Colleen is responsible for many other financial activities and contractual obligations of DEMA including, but not limited to, cash flow projections and budget preparation and compliance; financial reporting to the Board and membership; negotiating hotel, convention center and other DEMA Show contracts; and coordination of the annual internal audit of the Association. Colleen is also responsible for the planning and coordination of all of the onsite special events at the DEMA Show, including the DEMA Awards Party. The Former Joyce Turner is now Mrs. Joyce Washington, yes she recently married the love of her life on September 22, She has been employed by DEMA for 1 year and 4 months where she started as Accounting Assistant/ Receptionist and now as their Operations Assistant / Receptionist. She has been in the Accounting / Administrative field for 14 years. She enjoys meeting new people and facing a new challenge. This will be her second DEMA Show and she is very excited about it. In her spare time, Joyce enjoys spending a lot of her time with her new husband Ben, shopping for shoes, and reading a good book Joyce Washington Accounting Assistant/Receptionist divingcommunity.org / November-December 2007 / Diving Community / 27

28 DEMA s National Advertising Campaign Coming Soon: DEMA s Industry-Wide, Million-Dollar Diver Acquisition Campaign DEMA s Be A Diver national advertising campaign, aimed at increasing the number of new divers, will be launched on TV, radio, newspapers, magazines and on-line in early Find out more about this crucial industry initiative by attending DEMA s Power Up Series taking place Friday and Saturday at 8:30 AM in Room S210A. Join us to see a preview of the campaign and learn how you can participate to grow your business. 28 / Diving Community / November-December 2007 / divingcommunity.org