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Latest 2020 Vision Session Outcomes 0 R. Reimers Bringing Back Inactive Divers and Recruiting a Younger Consumer Take Center Stage At Latest 2020 Vision Session  ** DEMA Hosts 2020 Vision Session in Affiliation with the Scuba Show to Continue Gathering Recommendations for the Future of the Diving Industry ** Conceived in 2011 as a means by which DEMA Member input could help steer the direction of the Industry, 2020 Vision Sessions are part of the strategic learning process used by DEMA’s Board of Directors.  Ideas and priorities from these brainstorming sessions help the Board understand the needs of Industry Members “on the ground” and help to shape the future of recreational diving. At the most recent 2020 Vision Session, held in affiliation with Scuba Show in Long Beach, participants specifically focused on two topics: what can the diving industry do to bring inactive divers back into diving and what can be done to recruit a younger consumer audience? For those already-certified divers who have not been diving recently, participants thought it was important to focus on the following key factors to entice these customers, already interested in and familiar with diving, to start diving again: Develop initiatives with non-diving recreational activities and markets that attract a similar customer.Members of the industry should consider ways to finance refresher and other programs “from the bottom” up by working with dive centers, resorts & manufactures to target their existing and previous customers and encourage them to return to diving.Create heroes, mentors and media leaders for this typically “older” group to inspire different segments of the market and portray diving as an adventure.Encourage older generations to share diving with younger generations by using diving as a family activity and an opportunity to bond – including consideration of “take your grandkids diving” programs and others.Use social media such as Facebook and YouTube, as well as other inexpensive channels as a way to create positive attention for diving.  For example, on Facebook the user age bracket of 45- to 54-year-olds has seen 46% growth since year-end 2012.  With data indicating potential for Industry growth by reaching new divers in the age range of 11-17 years old, the 16 participants in the 2020 Vision Session also focused on developing ways to bring young people into diving. Ideas for reaching a young audience included: Collaborate with groups such as the Sea Scouts through Boy Scouts of America, YMCA’s, summer programs, and after-school programs, with the goal of incorporating scuba diving into their activities.Provide social media training to Industry stakeholders that would help create an effective and consistent message for the sport. In addition to these specific topics and as an extension of the conversations had at April’s Strategy Session, the group was also asked to discuss Industry and Association “orthodoxies” (whether true or not). Orthodoxies are “deeply seated beliefs of ‘how things are done around here.’” A complete list of these orthodoxies can be viewed online here. DEMA encourages all Industry professionals to review the brainstorming notes from this session and develop their own thoughts to share with us: By contributing input to the forum thread belowAt the next 2020 Vision Session being held at DEMA Show 2014By emailing us at 2020vision@dema.org If you have any questions regarding DEMA 2020 Vision Sessions please contact us at 2020vision@dema.org or (858) 616-6408.What ideas do you have for how the diving industry can bring inactive divers back into diving? Do you have any success stories or tips to share about how you have been able to successfully recruit a younger consumer audience? ** PLEASE NOTE: You MUST be signed in for comment box to appear below. **CLICK HERE TO SIGN IN & COMMENT NOW! 
by R. Reimers
Friday, June 13, 2014
DEMA’s Board Makes Changes to the Association 0 R. Reimers DEMA’s Board of Directors Makes Immediate Changes to the Association and Commits to Further Review & Growth  On June 4th and 5th, the DEMA Board of Directors met to follow up on April’s Strategy Session. Specifically, the Board of Directors began implementing changes that reflected the concerns, needs and expectations of those participating in DEMA’s recent strategy efforts and who had provided their input along with that collected from fellow stakeholders.  The DEMA Board recognized that immediate action needed to occur to address these issues and make the changes that the industry needs in order to support and facilitate Industry and business growth for all stakeholders. The Board recognized the importance of facilitating collaboration amongst all Industry stakeholders and providing the resources needed to facilitate Industry and business growth.  As a result the following action items were taken:   1. Formation of a Retailer Resource and Support Committee This Committee’s main goal will be to focus on retailer resources and support including education, access to pertinent and actionable data, and, ultimately, business growth. 2. Creation of an online forum on DEMA’s website This online forum will allow Industry stakeholders to provide feedback and engage with DEMA and other Industry stakeholders in dialogue about DEMA and Industry-related issues. 3. Implementation of a policy to appoint non-Board Member chairs for appropriate committees In an effort to engage all stakeholders and foster idea generation, the Board has adapted a preferential policy that non-Board members will take the role of Committee Chairs. This policy has been enacted to stimulate additional conversation and bring new ideas as well as foster engagement of DEMA Board and Members wishing to serve in a capacity other than a full three-year commitment of a Board term. This action will provide stakeholders with additional opportunities to collaborate and provide their input, thus acting as a key contributor in the direction and future of the Association & Industry. 4. Conduct a review of DEMA’s Board Election process and policies Such a review includes the methods by which Board Member candidates are nominated.  Currently, the Board is reviewing various options, including the hiring of an outside consultant to help with any changes to the election process.  5. Commitment to review and re-align DEMA’s Mission Statement with the organization’s strengths, capacity to create collaboration, and needs of the Industry This will help Members take advantage of areas of expertise such as legislative advocacy, business and industry research, face-to-face meetings and events, business education and member services that provide value and help facilitate business for all stakeholders. “This strategic effort has had a great impact on DEMA’s direction and growth. It provided a necessary platform for stakeholders to voice their expectations and needs from the Association for future business success and has opened up the doors for future input and Industry collaboration,” explained Tom Ingram, DEMA’s Executive Director.  “Perhaps most important will be a re-alignment of DEMA’s Mission and Goals because it will impact how DEMA conducts business every day, and guide the Association in making the changes needed to have a positive impact on the Industry. Collaborating and incorporating input from Members of the Industry will be an ongoing necessity for the DEMA Board and staff.”  The next DEMA Board Meeting will be a conference call scheduled for August 18th, 2014. More information on DEMA’s Board of Directors and Committees is available on the DEMA website. Complete minutes from past Board of Directors Meetings are available to current DEMA Members from the Member Dashboard of www.dema.org. Tell Us What You Think:What sort of forum topics would you like to see posted?Do you have suggestions for the kinds of resources and data the Retailer Resource and Support Committee should focus on making available for DEMA Member Retailers?How do you feel about non-Board Members being appointed to Committee Chairs? Would YOU want to be a Committee Chair and if so, which Committee?Contribute your input by contributing to the forum thread below!** PLEASE NOTE: You MUST be signed in for comment box to appear below. **CLICK HERE TO SIGN IN & COMMENT NOW! 
by R. Reimers
Friday, June 13, 2014

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