2011 DEMA Annual Report
35
1 Diving Equipment and Marketing Association DEMA Annual Activity Report 2011
description
The Diving Equipment & Marketing Association's (DEMA's) Annual Report, including information on DEMA's 2011 programs, events and activities. DEMA is the trade association for the recreational scuba diving and snorkeling industry.
Transcript of 2011 DEMA Annual Report
1
Diving Equipment and Marketing Association
DEMA
Annual Activity Report 2011
Page 2 of 35
DEMA 2011 Annual Activity Report
What’s Inside?
WHAT IS DEMA? 3
2011 BOARD OF DIRECTORS AND 2011 MEMBERSHIP CATEGORIES 4
2011 BOARD OF DIRECTORS CONTACT LIST 5
DEMA STANDING COMMITTEES 6
Show Committee 7
Finance Committee 14
Manufacturer‟s Committee and Fund 15
Legislative Committee 16
Promotions Committee 20
MARKET RESEARCH 28
MEETINGS AND OTHER ACTIVITIES 34
Page 3 of 35
What is DEMA?
The Diving Equipment and Marketing Association is a non-profit trade association. Monies
raised through the industry‟s participation in the annual DEMA Trade Show, sponsorships, and
through DEMA Memberships, funds all of the activities of the association. Unlike for-profit
show organizers which funnel the money earned at shows AWAY from the diving industry,
DEMA funnels everything back to DEMA promotions, market and industry research, operations,
disaster assistance, and other industry efforts, all for the benefit of DEMA Members.
Like most trade associations, DEMA has several functions within the recreational diving
industry. DEMA is involved with promoting recreational scuba diving and snorkeling through
PR activities and advertising, delivering educational programming for members and consumers,
lobbying on behalf of the diving industry, and other functions. DEMA is a (501 [c] 6) California
Corporation.
Description: Worldwide Trade Association for the Recreational Diving and Snorkeling
Industries; Includes more than 1,400 member companies worldwide.
Mission: To Promote sustainable growth in recreational diving and snorkeling while protecting
the environment.
Goals:
1. To produce an annual trade event for the industry that services the needs of its stakeholders
and produces a successful financial outcome for the association.
2. To engage in marketing programs which promote the industry, create new customers, drive
business into retail stores and resorts and promote diver retention.
3. To monitor potential legislation that could adversely affect the industry.
4. To engage in marketing research programs which will:
a. Define the universe of divers
b. Determine the rate of erosion amongst existing divers
c. Determine the number of entry level certifications which take place in the
United States and Caribbean each year
d. Provide retail audit information that is made self-liquidating through annual
subscriptions.
5. To protect natural aquatic resources.
Page 4 of 35
2011 DEMA Board of Directors
DEMA‟s Board of Directors is made up of volunteers that devote an enormous amount of their
own time volunteering to help promote recreational diving and snorkeling and growing the
Industry. Their accomplishments during the year are many and few realize the time and effort
that these devoted individuals put forth.
Representing the diverse needs of all five stakeholder groups is not an easy job. In some cases
the viewpoints are in direct conflict and it takes much work 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 Diving Industry‟s 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, Liveaboard Vessels and Resorts
DEMA has been pleased to have the following individuals representing the Diving Industry
during 2011:
Stephen Ashmore – A1
Scott Daley – A1
Jeff Nadler – A2 Senior Vice President
Tom Leaird – A2
Bonnie Borkin Filippi – A3 Vice President
Neal Watson – A3
Jim Byrem – A4-President
Werner Kurn - A4 –Secretary
Keith Sahm – A5 – Vice President
Tim Webb – A5-Treasurer
Board terms are three years. DEMA will next conduct Board elections beginning in December
2011.
Page 5 of 35
DEMA’s 2011 Board of Directors – Contact List
Stephen Ashmore
Tabata USA (TUSA)
Jim Byrem, President
Ocean Concepts Scuba
Scott Daley
Body Glove International
Bonnie Borkin Filippi
Bonnier Dive Group
Werner Kurn
Ocean Enterprises Inc.
Tom Leaird
Scuba Educators International
Jeff Nadler
Professional Association of Diving Instructors
Keith Sahm, Vice President
Sunset House
Neal Watson
Neal Watson Productions
Tim Webb
Caradonna Dive Adventures
Page 6 of 35
Committees DEMA Committees are an opportunity for volunteers to participate directly in the activities of
the Association and to have an impact on the effectiveness of DEMA. Committees generally
include Board members and other interested volunteers from within the diving industry or from
fields related to the activities of a given committee. In accordance with the Bylaws, committees
are advisory to the Board of Directors and DEMA Staff. They bring a wealth of experience
directly to the Association.
In 2011 there were 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.
DEMA's 2011 Committees
DEMA Show Committee
Neal Watson, Chair
Tim Webb
Finance Committee
Tim Webb, Chair
Tom Leaird
Industry Marketing Committee
Scott Daley, Chair
Bonnie Borkin Filippi
Werner Kurn
Laura Walker*
International Growth Committee
Neal Watson, Chair
Stephen Ashmore
Werner Kurn
Legislative Committee
Jim Byrem, Chair
Jeff Nadler
Al Hornsby*
Dan Orr*
Manufacturers Committee
Stephen Ashmore, Chair
Scott Daley
Membership Committee
Jeff Nadler, Chair
Tom Leaird
Stephen Ashmore
Nominations Committee
Werner Kurn, Chair
Jim Byrem
Scott Daley
Tom Leaird
Keith Sahm
Professional Development Committee
Jeff Nadler, Chair
Tom Leaird
Promotions Committee
Keith Sahm, Chair
Dan Orr*
*Volunteer committee member. Not a current Director on the DEMA Board.
DEMA's Board Committees are generally determined at the first meeting of the year. DEMA
member companies with an interest in serving on future committees please contact Nicole
Russell at the DEMA Office ([email protected]) or contact a current member of the DEMA
Board of Directors using the contact information found at the following link:
http://www.dema.org/displayboard.cfm.
Page 7 of 35
Show Committee – Neal Watson, Chair
Since well before DEMA Show 2003, DEMA has worked to determine the needs of the Industry
with regard to the DEMA trade show. Working with members of the Board of Directors,
members of the industry at large, and DEMA Staff, the Show Committee determined the best
overall time of year and locations for conducting the Show, and since 2005, the DEMA Show
has been on a venue rotation 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
2013.
DEMA Show Venue Selection – an overview:
Since venue changes usually require an advance window of three to five years, the Show
Committee is always looking into new venues to hold DEMA Show. Most recently DEMA has
reviewed proposals from locations such as Reno, New Orleans, San Diego, Denver, and many
others. Criteria for selection of a show venue include many details but in general, the selection
criteria include:
Attendee popularity
A city or metropolitan area with cultural or entertainment attractions and special event
venues appealing to the diving professional. There should be a variety of restaurants and
other entertainment within a 10 minute walking distance of the host hotel/convention
center
A major airline destination for North American and international travelers. The city
should have a substantial number of direct flights coming into the city, and be a hub for at
least one major airline
Current Trade Show News Network Labor rates for the city must be within 10% of the
median current rates for past DEMA cities.
There must be an available convention facility that meets DEMA‟s exhibit and meeting
space needs. The convention center must be in a location convenient to major hotels, the
international airport and city points of interest. The minimum conventions center size is
350,000 – 400,000 gross square feet.
A minimum of 30 meeting rooms in the convention center, capable of holding at least 50
– 100 people while using classroom style seating.
Desirable hotels convenient to the convention and exhibit facility for 10,000 – 12,000
attendees. Hotel facilities should accommodate a minimum of 1,500 – 1,800 rooms peak
night pick up, with 8,500 total room nights required within DEMA‟s block. This number
of hotel rooms must be within a 5-mile radius/15 minutes travel time (whichever is less)
of the convention center.
Hotel room rates within the block cannot exceed $180.00/night.
DEMA staff and Board members are always looking for ways to maintain and increase the value
of exhibiting and attending DEMA Show. Additional benefits have been developed for
members to attend the show including significant member discounts for exhibits-only and
seminar entrance.
Exhibitor programs include the Image Resource Center which focuses on the photography and
video industries. This area showcases companies which are in a unique position to help the entire
Diving Industry acquire more customers through the use of videography and photography.
Companies specializing in photography and video are exhibiting in this area, and almost all are
Page 8 of 35
providing FREE seminars on digital photography, video and ways for all businesses to use this
popular activity to turn more people into divers.
For several years DEMA has also provided a “Host/Guest” exhibitor program option to help
exhibitors work together during periods of business consolidation, and at the request of
exhibitors and attendees, DEMA developed a workable documentation requirement for entry of
professionals in the Show. DEMA also strictly prohibits “suit casing” or aisle selling
by exhibitors, as well as companies that are not currently exhibiting, maintaining the value of the
show.
DEMA Show 2012 Moves to the Sands Exposition Center
After a long negotiation DEMA Show has completed a move to the Sands Exposition Center on
the Strip in Las Vegas for 2012! This is a huge exhibit space and will make the Strip area of Las
Vegas more accessible to DEMA Show attendees and exhibiting personnel during off-show
hours.
DEMA Show Among Top 250 Shows!
In 2010 DEMA Show was recognized as being one of the top 250 tradeshows in the US by Trade
Show News Network. This ranking is due in part because of the support of exhibitors and
attendees who stay in the DEMA Hotel Block during the trade show.
The Show Committee thanks all who participate in DEMA Show, making it possible to help
keep costs down for everyone!
Page 9 of 35
DEMA Show Venue and Timing – A Primer
Almost every year Orlando and Las Vegas are rated in the top five cities for conventions in the United States. These
two cities are diverse in their appeal, and they fit the needs of the diving industry very well.
Every year more than 30% of DEMA Show Attendees are NEW to DEMA SHOW. This means that they are coming
into the industry (or haven‟t been to DEMA Show in at least five years), and are open to new products, new services
and new education. When on the East Coast of the US (Orlando) more attendees come from the East Coast and
Europe. When on the West Coast more attendees come to DEMA Show from the western side of the US and Asia.
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 are being
held in the following venue rotation:
2011: Orlando, Florida – November 2-5
2012: Las Vegas, Nevada – November 14-17*
2013: Orlando, Florida – November 6 - 9
*NOTE: DEMA Show is moving to the Sands Exposition Center in 2012!
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 other sessions, has 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 continually focused on augmenting the benefits to attending the Show. Initiatives have included specific
buyer registration procedures and documentation 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 creates conflicts with many retail businesses who are taking customers in
the water through the end of October. The former late-January timing of DEMA Show (staged in January during its
first 25 years) caused just as many conflicts with other types of businesses in different parts of the country and world.
Through surveys and stakeholder meetings it became clear that the timing for DEMA Show which produced the least
amount of business interference for both exhibitors and attendees is the period from the end of October through the first
several weeks in November (just prior to the US Thanksgiving holiday). DEMA Shows have now been booked as close
to this time frame as possible in the venues requested by DEMA exhibitors and attendees.
Page 10 of 35
Bringing in Young Professionals
DEMA recognizes the importance of encouraging early participation in the industry by younger
diving professionals and those who are relatively new to the diving industry. Many instructors
and professionally-certified diving leaders do not fully engage in the industry until sometime
after first becoming certified at the professional level. Many of these relatively new certified
individuals 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 DEMA Show-based education
program in 2007 to encourage these typically-younger professionals to attend. This program has
continued since that time. It is important to recognize that admitting new professionals does
NOT change the documentation requirements for admission to DEMA Show. The
“Immersion Program” consists of a one-day pass to DEMA Show, offered at a lower registration
price and good only for Saturday, November 5.
CREDENTIALS AND DOCUMENTATION
ATTENDEE NON-BUYER OPTION 1 (Dive Store Staff, Travel Industry Professional, Non-Exhibiting
Manufacturer or Other Industry Professional
The Following Credentials are Required: Valid printed business card to include name of business under which the attendee registers, attendee name
and position
AND ONE of the following:
Tax ID # for the dive-industry business under which the attendee registers.
Copy of current (last 12 months) business license with name of business under which the attendee
registers. Please note: If current license was sent in with your 2010 DEMA Membership payment
you may skip this step. If unsure, please send in a copy.
Paycheck stub issued to attendee by company under which attendee registers. Must include
company name and attendee name and be dated within 90 days of DEMA Show 2011
International Identification - business registry information used in the country of origin or which
permits buying in the US
ATTENDEE NON-BUYER OPTION 2 (Instructor, Assistant Instructor or Dive Master/Con, Etc.)
The Following Credential is Required to Register:
Training Agency-issued certification card including name and level of professional certification achieved.
Instructors, Assistant Instructors, Dive Control Specialists and Dive Masters are NOT automatically
qualified to receive a “Buyer” designation and are therefore ineligible to receive pricing information unless
they can produce “Buyer” documentation.
DEMA hopes to encourage recently-certified diving professionals to attend DEMA show for 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.
Page 11 of 35
Magnet Exhibitor Program
This program was new for DEMA Show 2010 and placed interested DEMA-member exhibitors
in strategic, pre-determined locations around the DEMA Show floor, using incentives to
encourage exhibitors to participate. The program was designed to take advantage of the fact that
trade show sales floors function in a manner similar to “shopping malls” which place magnet
stores (in the case of DEMA Show, magnet exhibitors) in specified areas, helping to direct the
flow of attendee traffic, for the benefit of all exhibitors. The program has continued in 2011 and
2012.
The Magnet Exhibitor Program:
1. Helps insure that major exhibitors exhibit at DEMA show, in turn helping to attract more
and better qualified show attendees
2. Assists all exhibiting companies by helping direct attendee traffic throughout the show
floor
3. Provides additional return on investment to companies investing in DEMA Show through
exhibit space purchases of 800 net square feet or more.
Any DEMA-member exhibitor, exhibiting at DEMA Show 2011 is eligible to participate in this
program by selecting space for the 2012 show during space selection or at any time thereafter.
Selection is based on magnet space availability, their commitment to taking 800 net square feet
in one of the designated Magnet “zones,” and their seniority space selection points. Exhibitors
that select at least 800 net square feet in exhibit space within these zones are eligible for the
Magnet promotional pricing.
The Magnet Exhibitor Program provides benefits to all exhibitors:
1. By creating “zones” on the show floor in which “Magnet Exhibitors” are placed, attendee
traffic is directed throughout the show floor to each of the zones. Traffic direction
maximizes the exposure received by the other exhibitors in the path of and near the
magnet zones.
2. By changing the flow of traffic, all exhibitors have a greater opportunity for “face time”
with potential and current customers. When exhibits are designed carefully to attract
these potential customers and get them to dwell longer, more time and more interaction
becomes possible, resulting in a better show for all.
3. The program also provides more opportunities for exhibitors to select their space in close
proximity to a major exhibitor. This helps to increase visibility for all exhibitors, as more
attendees will be directed around the show floor. With a different “flow” to the show,
more attendees are likely to see more exhibitors. The result has been a renewed interest
in DEMA Show, including additional educational opportunities for all.
Page 12 of 35
For Magnet Exhibitor companies there continue to be direct and essential benefits of exhibiting
at DEMA Show, including:
“Face time” with customers and potential customers
Attracting new persons to the industry and retailing (remember, more than 30% of all
DEMA Show attendees are “first time attendees” EACH YEAR)
Support of current retailers through seminars and other contact opportunities
Show Only Sales
Future sales/sales orders
Enhanced brand image
Evidence shows that a majority of retailers/attendees come to DEMA Show because they want to
see new products and services from all their vendors, and they expect these vendors to support
them at the show. However, in recent years some companies have altered their sales cycle and
process by using a field sales force to introduce products and services to their professional
customers prior to DEMA Show. While it is understandable that the marketplace has changed in
the last few years, the result is that some major exhibiting companies do less selling at DEMA
show, which impacts their dollar ROI. This program changes the cost/sales equation for
exhibitors that wish to purchase substantial exhibit space at DEMA Show.
Magnet zones are designed to attract attendees to various areas of the show floor, and as such are
not placed directly near the front show entrance. This means that additional space is available
for non-magnet exhibitors near the entrance, and in locations near areas of interest, such as the
demonstration pool, retailer resource center, image resource center, etc.
Page 13 of 35
The “Be A Diver” Adventure Sports Festival!
This is an international consumer event designed to grow recreational diving by bringing in
a NEW DIVING AUDIENCE while engaging with current divers. More information to
come!
WHEN: April 26-28, 2013
WHERE: Greater Fort Lauderdale Convention Center, Fort Lauderdale, Florida
About:
The Be A Diver Adventure Sports Festival is a celebration of diving, adventure sports, water
sports and outdoor lifestyles and includes events, exhibits, seminars and other activities to
promote diving and other crossover activities.
Goals:
1. To promote sustainable growth in safe recreational diving and snorkeling.
2. To create more divers by reaching a larger audience outside of the diving industry.
3. To increase the sales of diving equipment and travel to current customers and sell to new
divers
It is All About Reaching a Larger Audience
Drawing customers who are attracted to the lifestyle which recreational diving offers.
Tap into feeder markets such as swimming and snorkeling
Re-activate previously-certified divers
Engage the families and young household members of previously certified divers
Host diving and other activities for current divers, including high potential growth activities
such as Free diving, Technical diving, and Spearfishing
Engage national and international consumer and trade audiences
Page 14 of 35
2011 Finance Committee – Chair Tim Webb (Board Treasurer)
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 Generally Accepted Accounting Principles. In
addition to following these high standards, DEMA also retains the services of an outside
professional accounting firm to conduct annual audits of all financial activities of the
Association, as well as periodic evaluations of financial data. The association‟s audited
financials are posted on www.dema.org for member review.
Giving Back to the Industry
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, using standard financial evaluation techniques.
DEMA considers funding many different projects and allocates funds to these projects taking the
following into careful consideration:
Projects Managed Directly by DEMA (Board or Staff) – This is the most common type of
project, usually involving extensive committee and Board discussion, plans and evaluation prior
to implementation. Projects of this nature may be proposed internally or by an outside entity, but
are managed by DEMA Staff with Board supervision. As such:
1. Projects are under direct control of DEMA Board.
2. Project costs can more be more easily evaluated and controlled
3. Project success can be more easily and accurately measured
4. Compliance with anti-trust regulations can be more easily monitored
5. Compliance with association objectives and corporate standards can be more easily
monitored
6. Safety risks can be mitigated more easily
Projects managed directly by DEMA require evaluation by DEMA staff, recommendations to the
Board and Board approval.
Projects Not Directly Managed by DEMA – When projects not managed directly by DEMA staff
are considered for DEMA funding, the following should be considered:
1. Projects are NOT under direct control of DEMA Board or staff. For this reason
additional information is required before approval of funding
2. DEMA sets limits on funding to prevent cost overruns and expects periodic reports from
the project management team
3. Clear objectives and evaluation measures must be provided by the team managing the
project prior to funding.
4. Written information must be provided to DEMA regarding the individuals involved, their
qualifications to conduct the project, the responsibilities of each, and the terms, limits and
conditions of the project.
Page 15 of 35
5. Project proposals are be reviewed by DEMA counsel prior to approval
6. DEMA must be indemnified against losses, injuries, violations of anti-trust regulations
and laws, and other issues appropriate to the project in question.
7. Projects must DIRECTLY benefit the diving industry
8. Consideration should be given to DEMA member companies when appropriate
9. Adequate liability insurance naming DEMA, staff and directors is required and should be
incorporated into any funding agreement as appropriate
10. Approved project funds can only be dispersed after a written agreement is executed
Projects not directly managed by DEMA require evaluation by DEMA staff and in some cases
may require evaluation by outside sources. Such evaluation by outside sources may involve
additional cost to the team proposing the project prior to recommendations being given to the
Board and prior to the necessary Board approval.
2011 Manufacturer’s Committee – Chair: Stephen Ashmore
The Manufacturer‟s Committee represents all member manufacturers. Representatives on the
Manufacturer‟s Committee come from the DEMA Board and can also include non-Board
members.
The Manufacturer‟s Committee monitors and allocates monies from 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
allocation of the funds follows a Board-approved process, and the Manufacturer‟s Committee
has been supportive of many different initiatives over the years.
The Manufacturer‟s Fund allocated $113,000 in promotions for the industry during 2011.
Programs supported include:
Be A Diver Pool Tour Funding
Manufacturing Sales Index (MSI)
Be a Diver Marketing Campaign including the creation and promotion of DiveCaching
PSYTE Funding/Retail Retention
DEMA Member Promotions
Page 16 of 35
Legislative Committee – Jim Byrem, Chair
Each year DEMA establishes a Legislative Committee which includes DEMA Board members
and DEMA Member volunteers. The Committee works directly with staff to review issues and
bills, and provides input to government officials and organizations through the DEMA staff
before legislation can negatively impact recreational diving.
Legislative advocacy can be complex and require substantial amounts of time, but can be well
worth the effort. Legislative advocacy provides DEMA Members with a direct voice in helping
keep dive sites open and protecting the underwater environment. When DEMA has the
opportunity to act or comment on potential legislation which may have a far-reaching impact,
DEMA Members have the added bonus of receiving notifications regarding those changes to
federal, state or local laws. The goal is to provide such notification in time for Members to also
participate in actions affecting these issues.
DEMA Members in Florida Organize to Prevent a Detrimental Change in the Lobster Harvesting Laws
In addition to the opportunity for Members to provide input to government officials at the local,
state and federal level through DEMA, just the act of “taking a seat at the table” means the
diving industry has a voice when new policies and regulations are discussed. Without this effort,
diving is not kept top of mind when policy decisions are made.
Like any trade association, not every DEMA legislative effort is
successful, but many are. Following are the major legislative efforts
undertaken during 2011:
Written and spoken testimony on Coastal and Marine Spatial
Planning before the Interagency Ocean Policy Task Force and
The White House Council on Environmental Quality
Personal meetings with Legislators from Florida and California
regarding implementation of Coastal Marine Spatial Planning
and its impact of recreational diving
Proactive steps regarding the implementation of new
fishing/lobstering license requirements for dive operators in
Florida
Creation and distribution of a Public Service Announcement to the diving and boating
industries regarding the use of the Diver‟s Down Flag
Support for continuing moratorium on Goliath Grouper harvesting
Protecting coral reefs from sewage outfalls
Page 17 of 35
Coastal Marine Spatial Planning
Since 2009 DEMA has submitted written testimony to the White House Council on
Environmental Quality for every comment period regarding the creation of a “National Ocean
Policy,” and on the concept of “marine spatial planning.” DEMA continues to participate by
analyzing each phase of this effort and commenting in writing and in person.
Coastal Spatial Marine Planning is essentially “zoning” of the oceans, rivers and lakes in the US
for control by the federal government. The “zones” are termed „Regional Planning Areas” and
are connected to state waters. Regional Planning Zones are illustrated below.
This policy was created by a Presidential Executive order (without Congress) and involves 27
different federal agencies (http://www.whitehouse.gov/the-press-office/executive-order-
stewardship-ocean-our-coasts-and-great-lakes). The federally-mandated policy will have a long-
term impact on access to diving areas as well as on fishing and energy uses.
DEMA has officially commented, explaining the need for officials to take a balanced approach
which protects aquatic resources while preventing unneeded restrictions on non-consumptive
users. As recreational diving is not inherently a consumptive or extractive activity, DEMA has
indicated that diving use should not be restricted or considered as part of extractive user groups.
Further, DEMA has testified on numerous occasions that in locations where hook and line
fishing is permitted, spearfishing should also be allowed. Spearfishing is a much more selective
process than other fishing forms and should not be prevented or restricted more than other
extractive processes, some of which are less selective.
DEMA continues to monitor and comment on these issues, and has requested a “seat at the table”
to continue providing input. This National Ocean Policy will most certainly have additional
impact and some restrictions on aquatic resource usage in the future.
Page 18 of 35
Spoken comments made by DEMA in Washington DC during the summer can be found at this
website (at 47:30):
http://www.livestream.com/interior/video?clipId=pla_57d9db90-5d64-4b1a-9012-
c3ced1a4fd21&utm_source=lslibrary&utm_medium=ui-thumb
DEMA Executive Director Tom Ingram also met with
several legislators from Florida and California while in
Washington, to discuss the need for the diving industry to
have input as this policy is implemented. DEMA has
received support for such need from several legislators
and will
continue to
pursue this
line of
input.
Fishing/Lobstering License Requirements for Dive
Vessel Operators in Florida
In July 2011 DEMA filed an injunction in the state
of Florida to prevent the enforcement of a revised
memorandum from the Florida Fish and Wildlife
Commission (FWC) regarding fishing and lobstering licensure. The memorandum subjected dive
charter operators to fines and penalties for failure to possess a Florida fishing license and lobster
tag when advertising spearfishing or lobstering trips or when transporting divers who collect
lobster or spear fish. The injunction cited the “unpublished and unpromulgated” nature of the
FWC memorandum which changed the long-held procedure requiring that only divers (and NOT
the operators of vessels which transport these divers) to possess the lobster license.
DEMA alleged that the process for such a change had not been followed correctly resulting in
confusion to boat operators and divers alike, with the result being that many could purchase
unnecessary licenses at great cost to the industry. DEMA filed the injunction to stop the
enforcement of the memorandum and to maintain the status-quo until after the lobster mini-
season. DEMA recommended that dive vessel operators refrain
from purchasing the vessel-based license prior to the Florida lobster
mini-season which ran July 27-29.
Ultimately, and prior to the beginning of the two-day lobster mini-
season, the FWC withdrew the requirements as stipulated in the
memorandum. DEMA pledged to work with the FWC to help draft
legislation that made sense and which would be enforced in a
manner not unnecessarily costly to the industry.
Dive Flag Public Service Announcement
At the beginning of the traditional dive and boating season DEMA
rolled out a video public service announcement reminding divers to
use a diver down flag and stay close to it, and reminding boaters to
Col./FL Rep. Allen West and Tom Ingram
Page 19 of 35
stay away from dive flags. The PSA was distributed to cable television stations in three states
(Florida, Texas and California) and also ran through DEMA‟ social media channels.
Sponsored by Diver‟s Alert Network (DAN) and in partnership with the National Safe Boating
Council, the PSA will be redistributed annually to help keep boaters and divers aware of the need
for dive flags. The PSA can be viewed here: http://www.youtube.com/watch?v=-uIUF9Iccyk.
Support for Continuing Moratorium on Harvesting Goliath Grouper
In February DEMA joined with a group of concerned citizens to express the opinion that current
moratorium on harvesting goliath grouper in Florida should be maintained until more data from
thorough stock assessments could be gathered to determine if the goliath grouper stocks remain
vulnerable to overfishing.
The DEMA position was taken in recognition of the FWC‟s own appraisal of its recent study,
which indicated that a significant number of data gaps were found, resulting in some unverified
assumptions used in the research. An FWC survey also found that 49% of Florida dive centers
favored continuing protection at this time. The moratorium on goliath grouper harvesting in
Florida remains in effect.
Protecting Coral Reefs from Sewage Outfalls
In 2008, with DEMA‟s backing, Florida lawmakers set a timeline for South Florida to stop
pumping 300 million of gallons of sewage a day into the ocean by the year 2025, and to treat
most of the region‟s wastewater to reuse for other purposes. In April several Miami lawmakers
introduced a new bill that would delay the deadline imposed in 2008 to stop dumping sewage
into the ocean until the year 2030.
Due to intervention and commentary provided by DEMA, together with the Professional
Association of Diving Instructors (PADI) and others in opposition to the new bill, Florida‟s
Senate Committee on Community Affairs approved a strike-all amendment that maintains the
2025 deadline.
DEMA‟s position was and is that dumping wastewater into Florida‟s oceans has damaged
beaches, marine life and coral reef, and that the pipes needed to be closed down as soon as
possible to reduce ocean pollution. The dive industry will continue to support the campaign
against contaminating Florida‟s water – any water - with sewage.
Page 20 of 35
Promoting Recreational Diving – Promotions Committee, Keith Sahm, Chair
DEMA is a non-profit trade association. Money earned by DEMA through your DEMA
Membership and through your participation in DEMA Show is what drives all promotions,
research, legislative activity and presenting opportunities for face-to-facce customer contact at
the DEMA Show.
LOCAL DIVING AND DIVER
RETENTION
What is DiveCaching?
It‟s all about diving adventure and fun! It‟s an
underwater “treasure” hunting game and
activity for snorkelers and certified divers that
can be organized by any group of divers or by
professional dive centers.
Divecaching is ideal for keeping your
customers involved in both local diving and
dive travel, and for divers who may have been
out of the water for a while this is a great, fun
reason for them to take a refresher scuba
course and get back into diving!
DiveCaching combines certified scuba diving
skills or snorkeling skills with some high tech
equipment and simple underwater search
techniques, while looking for a hidden “cache”
of goodies. The premise is simple; divers hide
a “treasure” or cache underwater, they post the
location of the hidden cache online, and other
divers search for it. When the cache is found,
the finder logs their visit to the cache by
recording their name on an on-site visitor‟s log
book or slate, and puts the cache back where
they found it. Sometimes the finders enhance
the cache by placing additional items in the
cache container. Other times the finders simply
put the cache back in the hiding place
unchanged for the next DiveCacher to locate.
After returning to the surface, the diver‟s visit
to the cache is logged online.
Keeping Divers Active
Like most businesses, retaining current customers is the most cost-effective way for the diving industry to prosper. Finding ways to keep divers active and participating has been the focus of many different efforts in the professional diving community over the years – training organizations have created specialty certifications to train divers in new and fun activities, and to keep divers coming back to the retail store for additional purchasing and interaction. Manufacturers continuously introduce the latest equipment innovations, and resorts and retailers offer promotions, sponsor dive clubs, and conduct fun activities that help induce divers to stay active and involved. Not surprisingly, in general the more active a diver is, the more likely they are to remain a customer. In addition there is also evidence to suggest that when retail stores have longevity in the marketplace, their customers are more likely to stay active, in part due to the ease with which the customer can stay involved with familiar store personnel and the evident comfort level customers have with policies, people and practices that are known to him or her in their “home store.” Both activity levels and loyalty remain important issues for retaining customers. There are many, often conflicting theories on how to keep divers active. One often-touted concept is that re-certification of divers should be required. Another is that certain levels of certification should be required before the certification is considered “life-long.” Still another is that equipment purchasing should be required to ensure the customer has a financial commitment that would keep him/her active. Unfortunately, like most mandates or regulations, the use of these “requirements” would seem more likely to create a barrier to entry, and ultimately
reduce participation, rather than increase retention. But these theories are understandably borne of the frustration that accompanies the ever-present question in this industry of how to keep a certified diver participating and buying. (continued…)
Page 21 of 35
For divers there can be many rewards for
DiveCaching and everyone has their favorite
reason for participating; some thrive on the fun
and adventure of the hunt; others enjoy
exploring a new dive site or returning to one
that they have not visited in a while. Still
others enjoy practicing their diving skills,
using new diving equipment, or using skills in
navigation, buoyancy control or search, or just
simply being with friends and family. Some,
especially the younger DiveCachers will love
the “treasure!”
DiveCaching is an underwater form of
“Geocaching,” a decade-old land-based
activity with more than 5 million participants
worldwide. There are already some
underwater geocaches listed on the
Geocaching.com website, and more are being
listed every day. Because it‟s an activity
which can be done on land AND underwater
looking for geocaches both in and out of the
water is a great activity for customers with
family members who are not yet divers.
DEMA introduced DiveCaching in May
2011as a means for DEMA members to reach
out to current diving customers and keep them
diving. DiveCaching is ideal as a FUN diving
activity that can take place LOCALLY but
divers can also participate in DiveCaching
when they travel.
How will DiveCaching help your dive center?
Keeping Divers Active (…continued)
Rather than placing additional obstacles in the path of potential or current customers, it would seem that using a market-driven approach would provide a better long-term retention answer. Underwater photography, which has become very easy and relatively inexpensive in the digital age, is an example of a market-driven specialty that has the potential to keep diving customers involved. In fact ANY specialty area of training and participation (wreck diving, night diving, and other specialty training areas) can contribute to the repertoire of activities that keep a diver involved. DEMA’s research indicates that such specialty training and activities do contribute to diver retention and to equipment purchases. In spite of the success of specialty areas of diving in driving participation and equipment sales, there are limitations inherent in specialty activities that may restrict their ability to keep a diver involved. In part this limitation exists because specialties generally require some specific circumstance to accomplish, e.g.; Night diving requires nightfall and specific processes and procedures that keep the diver safe; Underwater photography requires relatively clear water and a subject for the photograph if the diver is to enjoy success. An “ideal” activity or specialty training area is one in which the diver can participate regardless of circumstances such as low visibility, temperature limitations, equipment requirements, etc. This is especially true in the current economic conditions, where such specialty diving activity could be part of a so-called “staycation,” conducted as part of regional or local diving event, requiring little in the way of travel for the consumer. While research does not actually indicate that local diving actually increases the propensity of a diver to purchase diving equipment more so than traveling to dive (such purchases appear to be connected to a SERIES of events and activities), it is obvious that ANY fun diving-related activity should help to keep the customer involved and should help increase the long-term chances of a customer making additional purchases.
When divers hide caches in their local dive lake, quarry or river it will encourage more local
diving participation by current customers. Divers working or living in resorts can also hide
underwater geocaches in these locations making it possible to play the game anywhere in the
world; there is almost no limit to the type of caches and hiding places. Divers can play all
manner of games that promote both diving and DiveCaching once containers are hidden and
logged on geocaching.com, and stores can develop their own games. DEMA will also provide
suggestions to member stores.
Divers will want to upgrade equipment and get additional training to participate. Consider
promoting additional training in buoyancy control, search and compass navigation as a starter,
but don‟t forget underwater photography, drysuit diving and training for low visibility diving.
DiveCaching can also help acquire new customers. Families with non-divers can participate in
land-based geocaching while their families are looking for caches underwater, encouraging more
Page 22 of 35
family-friendly outings and diving-related social events. In addition the geocaching community
is very large (more than 5 million world-wide) and there are many who will be interested in
finding caches underwater.
The data on the current geocaching audience indicates it is attractive for the diving community,
and expanding our reach:
Gender Percentage
Male 55%
Female 45%
Income Percentage
$0 – $30K 17%
$30K – $60K 33%
$60K - $100K 34%
$100k+ 17%
Age Percentage
3 - 12 3%
13 - 17 13%
18 - 34 28%
35 - 49 29%
50+ 27%
College Attendance Percentage
No college 36%
College 50%
Graduate School 14%
Kids in Household Percentage
No kids 0 – 17 years 65%
Have Kids 0 – 17 years 35%
No kids 0 – 3 years 90%
Have kids 0 – 3 years 10%
No kids 3 – 12 years 75%
Have kids 3 – 12 years 25%
No kids 13 – 17 years 84%
Have kids 13 – 17 years 16%
Geocachers are also found in states that rank highly in the DEMA Certification Census for entry
level (Open Water) certifications.
States Rank: Geocaching.com
Rank: Open Water Certifications
(DEMA Certification Census)
CALIFORNIA 1 1
FLORIDA 3 2
TEXAS 2 3
NEW YORK 4 4
ILLINOIS 7 6
Page 23 of 35
DEMA has created a series of DiveCaching “How To” videos to help get your customers
involved in this fun activity. See them on YouTube (BeADiverCampaign Channel) or on
Geocaching.com/DiveCaching. Check out the introductory video here:
http://www.youtube.com/watch?feature=player_embedded&v=mb9OafeqlCM
Environmental initiatives are also possible with DiveCaching. “Cache In Trash Out” (CITO) is
the geocaching community‟s environmental initiative, and when searching for caches underwater
or on land cachers can pick up any garbage they encounter and carry it out of the area. Similar to
beach cleanups and other diving-related environmental efforts, this one also helps keep our dive
areas clean. CITO events should be considered by every dive center!
DiveCaching is a fun activity for all divers and dive centers should get involved to bring their
current customers in for more diving fun! For more information on DiveCaching log onto
www.DiveCaching.org and www.geocaching.com, or contact DEMA at [email protected].
Page 24 of 35
DIVER ACQUISITION DEMA‟s Be A Diver Campaign
DEMA launched the Be A Diver campaign in April 2008. The main and continuing goal of the
Be A Diver campaign is to provide a means by which DEMA Members can promote the FUN of
diving. The Be A Diver campaign has many different elements and works in a manner that is
complementary to other marketing campaigns, but can also stand alone as an inexpensive and
complete promotional campaign for DEMA Member stores. In what remains one of the toughest
US and world economies in recreational diving‟s short history DEMA Members have exclusive
access to a complete and economical toolbox to use in customer acquisition.
In addition to the
availability of
advertisement
materials for DEMA
member use, DEMA
has also provided a
website –
BeADiver.com –
which lists every
retailer in the US.
DEMA members
receive preferential
listings, and their
website URL, phone
number and distance
from the zip are
provided to consumers
in alpha order under the Retail Store Locator. In addition, for a small fee there are preferential
store listings based on the potential customer‟s actual location. Non-members receive an alpha
listing as well, following the DEMA members‟ store listing by zip code.
For purposes of the Be A Diver
listing, DEMA defines “retail dive
store” as DEMA member retailers
which meet all of the following
criteria:
1. Teach scuba diving
2. Sell scuba diving equipment
3. Provide diving equipment
service
Page 25 of 35
4. Have a retail store front
5. Have regular retail business hours
6. Be zoned for business where such business zoning is required
7. Provide air fills
8. Provide DEMA with a copy of the government-issued business license which permits the
business to operate
What‟s in the Toolbox?
Like any good promotional campaign, to be successful, all of the promotional materials in the Be
A Diver campaign must be used together. The components of a good promotional mix include:
Advertising – such as radio, television and print ads through various media.
Sales Promotions – Sales promotions involve the use of media and non-media pressure
applied for a pre-determined, limited period of time at the consumer, with the objective of
stimulating trial or increasing consumer demand, or to improve product visibility and
availability.
Publicity (PR) – The classic definition of “Publicity” or “PR” states that it is non-paid-for
communications of information about the company or product, generally in some media
form.” While the actual appearance of the product or service in the media may be
considered “free,” most publicity activities do have a cost associated with them. PR
firms charge for follow up, “stunts” cost money to create, and even writing press releases
can have a cost. Still, these can be very effective when used in conjunction with other
promotional activities and getting the attention of the media can provide a store with far
more visibility than not having it. The Be A Diver Pool is a form of publicity.
Personal Selling – Diving is a relationship business, and notwithstanding the sales that
take place on the web, getting people to come to a store and purchase equipment or learn
to dive is still largely dependent on the face-to-face selling skills employed by dive store
staff. All employees should be versed in selling techniques and willing to participate in
the sales process. Given that more than 60% of all divers look to their diving instructor
for guidance on what they should buy, this is especially important for the instructional
staff.
All of these elements within the Be A Diver campaign are available to DEMA members FREE
OF CHARGE to help capture the attention of the target customer.
The Power of a Brand
Using the Be A Diver brand helps DEMA members by tagging onto a brand already known
outside of the diving industry through television commercials, internet and print advertising.
Reaching the potential audience in the DEMA Member‟s area becomes more effective when
using a brand already synonymous with the fun of diving.
Page 26 of 35
Example Advertising Components of the Be A Diver Campaign
Using the highly visible brand BeADiver SAVES MONEY AND TIME for DEMA Members.
Results for 2011
As members, more than 600 retailers in the US and internationally have access to the Be A Diver
brand materials, and many are using them as part of their entire “promotional mix,” along with
advertising components from their training organizations and other vendors.
Page 27 of 35
The Be A Diver Pool Tour
One of DEMA‟s main goals is to help promote
sustained growth in recreational diving. The
Association has provided significant amounts of media
attention to the Industry over the last several years.
One of the MOST productive tools for the diving
industry in terms of media exposure has been the Be A
Diver Pool, a 16,000 gallon, 4‟deep portable swimming
pool supervised by Dave Reidenbach and used to grab
media attention in good potential diving markets.
The pool is staffed by Dave and by volunteer instructors from DEMA Member retail stores who
take advantage of the unique opportunity to display their banners, distribute informative
materials and promote their location to a new customer base.
Potential consumers are also provided the chance to have unique face to face contact with their
neighborhood dive professional and all of their scuba diving questions immediately answered.
The grass-roots interactive opportunity is a valuable resource to participating DEMA member
retailers as they continue to get new business through their involvement.
The Be A Diver Pool has received tremendous media exposure, and to make it more appealing to
companies outside of the diving industry, DEMA has been working with an independent auditing
company since 2005 to audit all media coverage of promotional projects, including the Pool.
This is the only objective way to determine the amount of exposure and the value of the
promotional projects to the Association.
Through July 2011 the Pool has generated the following media exposure:
Media Category Media Impressions* Dollar Value*
Broadcast Exposure 10,829,571 $2,011,867
Print and online 12,801,836 n/a
TOTAL 23,631,407 $2,011,867 + print and online
DEMA‟s highly visual Be A Diver Pool Tour is seen on television, various forms of print media,
and on the web. The Pool Tour has also been successful in generating significant exposure and
sales for those retailers that use it as part of their promotional mix.
Page 28 of 35
Marketing Data and Analysis
At the heart of “marketing” is the understanding of the customer, how we communicate with
them and what message will generate the greatest response in a cost-effective manner.
Most everyone in the diving industry has some idea of their own customers; retailers see the
equipment and training they sell to customers; manufacturers have an understanding of who
purchases their products through warranty registrations and information from their retail dealers.
Training organizations can easily check their own certification information for demographic
details, places where they live and more.
The question for the Industry and for DEMA is how to pull all this information together to
enable additional sales, more traffic, greater retention and more fun. Having marketing data
from all sources in the diving industry, including data from actual divers is critical.
DEMA participates in several ongoing research projects each year, but also has additional
customized data available for DEMA Members to use. All members of the diving community
can benefit from this type of data.
Fast Facts: Recreational Scuba Diving and
Snorkeling
There are between 2.7 to 3.5 million active scuba divers in the US with as many as 6 million active scuba divers worldwide
There are about 11 million snorkelers in the US and about 20 million snorkelers worldwide
Profile of the most active divers in the US – the divers who spend the most on equipment, certifications and training combined (n=308,000 divers; Published 2007, affirmed, 2009):
o Age – Between 38 & 53 years old – Mean: 45 Median: 46 o 76% are male o Household Income – 56% make between $75,000 and $100,000 o Occupation – 80% are White-Collar/ Professional/ Technical/ Management o Home ownership – 93% own their own home o Mortgage amount – Median of $148,000 o Marital Status – 71% married o Presence and age of children – 17% have kids under 18
Certification Census
Thanks to the three participating certification organizations data has been made readily available
regarding the number of new divers certified each year since 2003. The Census includes data on
Open Water-level diver certifications only, as defined by the Recreational Scuba Training
Council (RSTC). This statistic is a measure of growth for the Industry at large, and is indicative
of the health of the sport.
The cooperative effort between all of the currently reporting certification agencies includes
reporting their certification information to an independent, third party auditing firm. Although
not all training organizations currently participate with this program, all are invited to participate.
Open Water certification numbers are reported to DEMA in total only after the third party
auditing firm does a thorough review of the data, removes any duplication that appear across
Page 29 of 35
agencies, and receives a letter of verification from the reporting training organization. This
process is designed to make the Census totally anonymous with regard to training organizations
and to produce an accurate accounting of the totals within the US. Neither the DEMA Office nor
the DEMA Board receives access to individual training organization totals, only the aggregate
total. Up-to-date certification census data is available at www.dema.org and important state-by-
state data is available to DEMA Members.
Page 30 of 35
Manufacturing Sales Index (MSI)
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 manufacturing research
program is used by manufacturers to compare their
sales with those in the Industry, to help understand
market share information, and to help determine
trends.
MSI – Domestic US Shipments Domestic 2007-2008-2009 To Date
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
JANUARY
FEBRUARY
MARCH
APR
ILM
AY
JUNE
JULY
AUG
UST
SEP
TEM
BER
OCTO
BER
NOVEM
BER
DEC
EM
BER
Sh
ipm
en
ts
2009 to
Date
2008
2007
Largest Single Group of Customers Who Bought Diving Equipment (n= 101,000 equipment customers)
Income Equipment Purchaser
Compared to US Overall
Median Household Income: $124,295 $53,935
Mean Household Income: $155,901 $65,258
Per Capita Income $53,762 $24,752
Age of Householder Equipment Purchaser
US
35 – 54 57.6% 43.0%
55 - 64 17.6% 13.3%
Marital Status Equipment Purchaser
US
Males, Never Married 19.4% 30.0%
Males, Currently Married 75.4% 58.9%
Males, Divorced 3.7% 8.6%
Females, Never Married 16.1% 23.9%
Females, Currently Married 72.7% 54.9%
Females, Divorced 5.5% 10.8%
Household Composition Equipment Purchaser
US
Married Couple and Family 78.9% 51.7%
Married Couple-Children under 18 40.9% 23.5%
Married Couple – no child under 18
38.1% 28.1%
Average Household Size 2.91 2.66
Housing Equipment Purchaser
US
Owner Occupied 94.1% 66.5%
Owner Occupied, Single Detached 89.0% 53.6%
Median year structure built 1974 1966
Median Home Value $359,016 $161,077
Educational Attainment Equipment Purchaser
US
High School Graduate Only 11.7% 28.6%
Associate or Bachelor’s Degree 41.0% 21.9%
Masters, Professional or Doctorate 27.3% 8.9%
Occupation Equipment Purchaser
US
White Collar 86.2% 60.5%
Blue Collar 13.8% 39.5%
Understanding The Diving Consumer
For a variety of marketing programs the place to begin is in understanding the current customer
and their buying habits. DEMA has conducted studies at a national level in the US, but diving is
a diverse activity and each geographic region is different in terms of diving season, and
equipment and training needs.
DEMA Members have at their disposal the ability to analyze their own local customers using a
very sophisticated marketing information system which provides data regarding the Member‟s
actual customer “lifestyle” including:
Income
Education
Group Quarters
Dwelling Type
Geographic Mobility
Place of Work and Commuting
Mode of Travel
Employment Industrial Classification
Occupation
Age
Race, Hispanic Origin, and Ethnicity
Immigration
Home Language
Household Structure & Family Status
31
How Much Money Does Scuba Diving And Snorkeling Bring to Florida?
“Geo-demographics” is a disciplined
analysis that combines geography and
demography and is used to develop customer
profiles. It is important to note that
geography plays a role in the demographics
of an area. For example, sometimes the
“place” attracts certain types of people, as
when some “ethnic neighborhoods” attract
recent immigrants with similar ancestries.
Sometimes “people” transform the “place.”
These studies are useful because they
provide verifiable data which can be
duplicated by anyone properly using the
same sophisticated marketing information
system DEMA uses. That makes the data
useful when DEMA or any member of the
diving community uses this system to seek
sponsorship funding outside of the Diving
Industry. Other data collected internally
from within the Industry, even though it may
be accurate, is not
generally verifiable
in the same
manner, in some
cases making it less
useful for reaching
outside the Industry
to develop
partnerships.
The data and
customer profile
are useful within the Industry as well. Geo-
demographic data allows the marketer to:
Develop clear and detailed
understandings of customers and
markets
Select effective targets based on
business need
Recreational scuba diving and snorkeling contribute about $11 billion to the US gross domestic product
Coral reefs in the Caribbean, including Florida generate about $2.1 billion in revenue each year.
Snorkeling in Florida accounts for about 4.24 million visitor-days per year
Scuba Diving in Florida accounts for about 4.56 million visitor-days per year
Scuba Diving and Snorkeling create about 26,000 full-time equivalent tourism-related jobs each year
Visitors participating in recreational scuba diving and snorkeling contribute about $904.4 million to the Florida economy each year
In 2009 residents learning to dive in Florida contributed about $20 million in additional sales of equipment, education and travel to the local economies.
While much of Florida has natural reefs, artificial reefs also contribute to the local economy. For example, estimates from research submitted by The University of West Florida indicate there are more than 4,200 chartered dive trips taken to the artificial reef/aircraft carrier Oriskany off of Pensacola Florida annually, carrying divers from all over the world. Annual revenue generated from visitors traveling from Escambia and Baldwin Florida counties alone is estimated at $2.2 million, and dive-related expenditures drive an economic impact of $3.6 million in local output and additional jobs while generating $1.4 million in local income.
Create media messages and images most likely to trigger a response
Optimize advertising costs through cost-effective media placement
Identify high-potential untapped market locations and sites
Analyze penetration and sales performance in any neighborhood
Compare locations for sales performance benchmarks and objectives
Page 32 of 35
To supplement the effort, DEMA also provides assistance and information to help retail stores
and others make the most of their advertising dollars using the Be A Diver materials. Several
“How To” Guides are available to any interested diving professional, including a Regional Cable
Television Advertising Buying Guide, Direct Mail Guide, and Be A Diver Promotional Guide
(which includes a catalog of available advertising materials).
The two primary advantages to using this type of program
are;
it provides an understanding of where the customers
are generally located, making it possible to focus
television, local print, internet and radio marketing
efforts;
it makes it possible to purchase the addresses of
these potential customers using zip codes and use
the household data to determine where to find the
greatest concentrations of potential customers.
It is worth noting that companies such as Master Card,
Sprint, Verizon, Rexall Drugs and many others use this
same computer platform for their marketing efforts.
“Top Activities” in which Active Divers Participate (Including Snorkeling and
Scuba)
Profile TGI*
Participate in Skiing Downhill 162.71
Participate in Snorkeling/Skin Diving 159.13
Participate in Tennis 158.48
Participate in Golf 155.69
Participate in Scuba Diving 152.21
Participate in Bicycling-Mountain 145.70
Participate in Bicycling-Road 141.34
Participate in Racquetball 139.13
Participate in Sailing 138.66
Participate in Jogging/Running 137.49
Participate in Weight Lifting 137.24
Participate in Yoga 137.03
Participate in Water Skiing 135.40
Participate in Backpacking/Hiking 134.67
*TGI = Target Group Index where 100.00 is average participation nationwide
In addition, this “lifestyle” marketing information system helps retailers locate customers, and
map the area around the retail store to determine the best potential for reaching additional
customers. The data from these individual store analyses can save DEMA members money by
avoiding non-productive target neighborhoods, and can even be used to plan the best areas for
cable TV and radio ad coverage, as well as providing data for the sale or purchase of the store.
Page 33 of 35
EXAMPLE NEIGHBORHOOD DATA
Pitney Bowes MapInfo® PSYTE US Advantage Profile Report 60 mile Ring Atlanta, GA (DMA-9)
September, 2011
PSYTE Code Cluster Name HH Count in
region
% of total HH in region
Base Count of Cluster in US
% of Total US HH
Regional Penetration of Total US Cluster HH
Index
Low Density Suburban 1
LDS1_03 Nouveau Manors 78,853 3.86% 958,236 0.83% 8.23% 463.81
LDS1_09 Suburban Wave 184,387 9.03% 2,337,607 2.03% 7.89% 444.59
LDS1_22 Kids, Dogs, Vans 174,958 8.57% 2,525,670 2.19% 6.93% 390.44
LDS1_06 Balancing Acts 68,650 3.36% 1,698,427 1.48% 4.04% 227.82
LDS1_02 Executive Domain 92,875 4.55% 2,471,005 2.15% 3.76% 211.85
LDS1_13 Sierra Snuggle 50,516 2.47% 2,775,999 2.41% 1.82% 102.57
LDS1_07 Equestrian Heights 16,660 0.82% 1,368,272 1.19% 1.22% 68.63
LDS1_01 Tuxedo Trails 7,445 0.36% 862,273 0.75% 0.86% 48.67
LDS1_20 Empty Nest East 5,331 0.26% 1,540,993 1.34% 0.35% 19.50
LDS1_16 Frontier Towns 0 0.00% 857,073 0.74% 0.00% 0.00
Total Low Density Suburban 1 679,675 33.28% 17,395,555 15.11% 3.91% 220.22
* Shaded areas are DEMA Target Clusters
Page 34 of 35
Membership Meetings
During 2011 DEMA conducted a series of “2020 Vision Sessions,” conceived as a way for
DEMA Members to provide input as DEMA creates its future strategic plans. Member input is
always valuable, especially with the changing role of associations.
Brainstorming sessions were set up at Beneath the Sea in Secaucus, New Jersey and the Scuba
Show in Long Beach, California. DEMA Members and members of the Diving Industry
discussed some of their ideas regarding the Diving Industry and where it is headed in the next 3 –
5 – 10 years.
In brainstorming sessions such as these there are no wrong or right answers – just ideas. What is
more critical is to gather this information and make it available for both Industry members and
the DEMA Board of Directors so that it can be useful for all. Input was based on the needs of
the Industry, not on DEMA‟s role or actions (DEMA‟s role is and should be determined by those
Industry-wide needs). The session participants were split into groups and provided with ground
rules. A series of questions were asked and the participants recorded their own discussions and
reported their response back to all. The prompts used to facilitate the discussion were:
1. What five things do you see changing (or want to see change) in the Industry?
2. Of these items, what do you see are PRIORITIES?
3. Brainstorm – how does the Industry get there?
4. Discussion
In addition to the face-to-face sessions, DEMA also started a 2020 Vision Session Group on
LinkedIn.com for those that attended the face-to-face sessions.
Face-to-Face Meetings
Some of the ideas presented during these sessions are likely to be familiar. As happens, some
ideas conflicted with each other – e.g., one group indicated the need for embracing the Internet,
another group (in the same room at the same time!) indicated that they wanted to see less use of
the Internet.
Because of the time limits involved, it was not feasible to solicit comprehensive implementation
processes from each of the participants during these sessions. This task will fall to the DEMA
Board of Directors and DEMA Staff, once all sessions and final recommendations are
completed.
LinkedIn Group
Comments posted on LinkedIn were also very interesting and gave additional insights into
DEMA‟s role in the future. For example:
Retailers and other small business owners are very independent. The general feeling is
that the best ideas come from other retailers.
Retailers have been “burned” by “research” from within the Diving Industry in the past,
and are very careful about its use.
Some of the ideas that were continually discussed included an ongoing concern about the
aging diver population and the aging diving professional population.
Page 35 of 35
DEMA must look carefully at these comments and develop some recommendations that are
strategic in nature. Ideas which can be successfully implemented by DEMA must work
simultaneously for manufacturers, training organizations, retailers, destinations and liveaboards
and must be supported by the diving media. The DEMA Board should utilize these comments
and ideas by participating in a strategic planning session to discuss the needs of the Industry and
how to best address them.
An additional session is being held at DEMA Show 2011 in Orlando, Florida. Additional
information will be available following this session.
See you in Las Vegas for DEMA Show 2012!
