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, Industry news provided for you by DEMA -
Monday, July 12, 2004

Who REALLY Makes Out at the DEMA Show?

This week’s DEMAIL will address the balancing act between running a quality show that helps fund Industry-wide programs and producing an affordable event.  One that can bring buyers and sellers together and facilitate a return on their show investment.  This understanding will hopefully put to rest the furtive whispers that “someone” (on the DEMA staff, board, or show management) must be getting rich off the Show.  To the contrary, this year DEMA is doing more than ever to reduce the cost of exhibiting and making the Show floor a better place to do business.  

Reduction in Drayage
DEMA and GES have worked together to develop more attractive drayage rates for the 2004 Show. The new rates represent a savings of more that $20 cwt over those rates originally published for the 2003 Show.  Special handling rates will be the same as the Show Site Uncrated rates and DEMA has negotiated a cap on rate increases that will not exceed 5% per year through 2007.  Rates for the 2004 Show in Houston can be found by clicking here.  (  Additionally, DEMA has negotiated with GES and the George R. Brown Convention Center to get certain expense items, such as signage, at reduced cost, allowing the savings to be put back into the Industry via programs. (You know, a penny saved is a penny earned.)

Two More Moderately-Priced Hotels Added to DEMA Room Block
DEMA has added two more moderately-priced hotels to the room block:  the Courtyard by Marriott Houston - Downtown at $105.00 per night and the Residence Inn by Marriott Houston – Downtown at $115.00 per night.  Other hotels in the DEMA block include the Hyatt Regency Houston at $135.00, Doubletree Hotel Houston at Allen Center at $139.00 and the host hotel for DEMA Show 2004, the Hilton Americas - Houston at $139.00.  The Hilton Americas is connected to the convention center by short skybridges on two levels.  All of the other hotels are within 1.1 miles of the convention center.  For more information on Show Housing visit

DEMA Co-Marketing Campaign
DEMA will cover the expense of producing and mailing the letters to 100 of your best retail contacts.  Each letter, co-signed by DEMA and your company, will promote your participation in the Show and can include information on your company's Show-only specials, seminar programs or any events you are hosting at the Show.  In that letter, your customers will be offered a FREE registration to DEMA's Official Adventure Travel Symposium (a $75 value), a pre-Show workshop offered prior to the opening of the Show.  Companies interested in participating in this program must sign up by July 15.

Also as part of this campaign, exhibitors offering Show specials or discounts can have them promoted FREE by DEMA on the Show’s website.  DEMA will also do an email blast with all of the show-only specials approximately 30 days out from the Show to attendee prospects and you can have your company's name listed in our upcoming printed conference brochure, indicating that you’re offering a show-only special (if information is sent by July 19).  Details on the Co-Marketing campaign can be found by clicking here.  (

Buyer Labels
Exhibitors will be offered the opportunity to purchase mailing labels from DEMA for one-time use marketing campaign to all domestic dive retailers.  All mailings will be sent from a bonded mailing house that DEMA selects.  Participating exhibitors will submit their mail pieces for DEMA Show approval.  All pieces will be required to advertise the exhibitor's participation in the Show.  The cost to purchase the labels is $200.00.  Postage and fulfillment costs will be the exhibitor's responsibility.

Early Registration Program
All Attendees registering for DEMA Show by August 1, 2004 will receive FREE admission to either the Adventure Travel Symposium (a $75 value) or the DEMA Industry Awards Party (a $45 value).  Anyone that registered for the Show before the introduction of this program will also be entitled to their choice of free admission to the Adventure Travel Symposium or the Industry Awards Party.  Additionally, everyone registering by August 1 will be entered to win a seven-night cruise for two on Royal Caribbean including round-trip airfare from the Continental U.S., Latin America or the Caribbean to Houston (the cruise departs from Houston).

Tightening Buyer Registration
Finally, in an effort to make this year’s Show a better place to do business DEMA has tightened buyer registration.  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.  These new and stricter guidelines will weed out unqualified buyers, ensuring that the people you spend your time dealing with at the Show are serious about doing business.  (As you know, time is money!)

If you'd like to add an e-mail address to DEMAIL's e-mail list click here.  (


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

DEMA, The Diving Equipment & Marketing Association | US Toll Free: (800) 862-3483 | Ph: (858) 616-6408 | Fx: (858) 616-6495 |