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EMAIL, Industry news provided for you by DEMA -
Monday, June 28, 2004


-Weekly Communications to Set the Record Straight- 


With rumors concerning the success of the upcoming DEMA Show in Houston spreading like an ugly brown tidal flow throughout the industry, the DEMA Board and Show Committee are launching an unprecedented effort to communicate the facts to the industry and to get people to the Houston Show.  This is the first of a series of weekly letters you will be receiving to keep you updated on the facts surrounding DEMA Show in Houston and the DEMA organization in general.


1.     Registration procedures have been tightened - To ensure the integrity of the wholesale marketplace, attendees wishing to register as a buyer must supply their business federal Tax ID number and submit a signed copy of an invoice for industry goods purchased at wholesale.  Additionally, every person will be required to pass their badge through a scanner at the show entrance and exit, helping the Industry to better understand the dynamics of show attendee behavior.


2.     Measures to reduce your cost of attending have been initiated

·        Two additional lower priced hotels have been added to the DEMA block

·        An early registration package provides the choice of free admission to the Adventure Travel Symposium or to the Industry Awards Party as well as a chance to win a seven-night cruise for two on Royal Caribbean

·        A coupon book will be distributed to all attendees providing discounts on restaurants and lounges close to the convention center

·        Attention Exhibitors - DEMA will pay for a one page co-marketing mailing to 100 of your best retail contacts.


3.     Show only specials to make your attendance worthwhile -  Exhibitors are being strongly encouraged to provide true show-only promotions that will offer significant incentives on products and travel.


4.     The DEMA-sponsored education curriculum has been re-vamped

·        Many of the business-to-business seminars are being presented in three levels appropriate to the experience and need of attendees. 

·        Pre-show morning general sessions are being re-introduced to DEMA Show with presentations on topics valuable to retailers. Plus retailers will leave the sessions with a CD of the information to take home.  

·        The retailer-oriented Adventure Travel Symposium will replace the travel-agent-oriented Dive Travel Conference, with updated curriculum customized to retailers running or starting a travel business in their store

·        A lifestyle track has been added to help retailers expand their product line beyond the core products and into other products that are essential  to setting a store apart, generating return customers and increasing business


5.     The city of Houston has joined the effort to dispel the “bad venue” rap

·        Houston has paid for the industry brochure and CD mailings to highlight the changes in Houston since in 1992, including the new centrally located George R. Brown Convention Center and the free trolley service to the surrounding restaurants and clubs

·        Houston is producing the discount coupon book for attendees 

·        Houston is hosting the exhibitor party to showcase their hospitality and kick off networking opportunities


6.     We’re putting our money where our mouth is

In the best way we know to emphasize that this year’s show will be relevant and well attended, we are offering a guarantee to retailers who attend. If you attend this year’s show, participate in the designated seminars and implement effective marketing programs throughout next year and you do not see an increase in certifications, DEMA will pay for your admission to DEMA Show 2005 PLUS your 2005 DEMA Show hotel stay in a DEMA designated block hotel.


According to Tom Ingram, Executive Director of DEMA, “we have pulled out all of the stops to make this year’s Show affordable to attend, and with content that is essential to the success of your business. Retailers are expecting their suppliers to be at the show with a full complement of products and show attendees expect the type of convenience and accessibility available at the event from vendors. With the help of participating companies we intend to make this show the only place you will have to go to do business this year." 


DEMA, The Diving Equipment & Marketing Association
3750 Convoy St., Ste. 310, San Diego, CA  92111-3741
Phone:  (858) 616-6408  Toll Free:  (800) 862-3483

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