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News & Press: Current DEMA News

DEMA Requests Recommendations from Members for the 2016 Be A Diver Pool Tour Schedule

Monday, June 15, 2015   (3 Comments)
Posted by: Rachelle Reimers
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**Association Interested in Targeted Venues for the Pool **

Since its inception, the Be A Diver Pool Tour has traveled across the U.S. to exhibit at numerous consumer shows to introduce scuba diving to attendees in the confines of a four-feet deep swimming pool. Amenities like towels, hair dryers, and changing rooms are also on-site to enhance the overall experience upon completion. As DEMA is working on the Pool’s 2016 schedule and continues to apply cross marketing principles, it is turning to its Members for suggestions on where to exhibit next year. Whether the suggestion is for a public aquarium, a Boat Show, Travel & Adventure Show, or Fitness Expo, DEMA is requesting input from its Members on opportunities that should be on next year’s Pool stop line-up.

Over the years, the Pool has had a strong presence at Travel & Adventure Shows, Boat Shows and aquariums throughout the country. During each event, the Pool proves its value as a consumer awareness and new diver acquisition program. Within the first half of 2015, the Pool was viewed by more than 1,177,319 viewers as measured by the television stations publicizing the event.

In addition to receiving extensive media coverage, dive retailers that volunteer at Pool stops, have the opportunity for local media coverage and to connect with potential new customers. Rich Holladay of Waterdogs Scuba & Safety participated at the Be A Diver Pool during the Nashville Boat and Sport Show in January 2015 and found the Pool to be a useful marketing tool. He commented,

“Waterdogs Scuba & Safety LLC was proud to be part of the Be A Diver exhibit at the Nashville Boat and Sport Show. Even though we are actually located about an hour away, we were really able to connect with a target audience of nautically inclined customers. Several participants even mentioned they came to the show just to try scuba diving. Due to the contact and trial at the Show, we have already certified one military veteran and three other Scouts are almost complete with training. None of them were aware there was local diving available. The Be A Diver Pool fixed that! Thank you DEMA, for your outreach with this program and it does make a difference.”

Attendees not only have the chance to try scuba diving for free, but also test some of the latest and coolest scuba gear, provided on-site by sponsoring manufacturers; and learn about some of the best dive destinations including the Caribbean island of Bonaire, the official title-sponsor of the Pool. DEMA would like to thank all of the Pool’s sponsors for their ongoing support: Aqualung, Blue Steel, Bonica Dive, Cressi-Sub, Henderson, Liquid Image, Mares, Marine Sports, Oceanic, Pinnacle, ScubaPro, Sea & Sea, SeaLife, Sub Mersible Systems Inc., Tourism Corporation Bonaire, TUSA, and XS Scuba. DEMA would also like to extend a big welcome to the Pool’s newest sponsors, PADI and Scuba Schools International.

If Members have any recommendations on cities/shows the Pool should participate in, contact Dave Reidenbach, DEMA’s Pool Tour Coordinator, at


Rachelle Reimers says...
Posted Thursday, June 18, 2015
Thank you for your feedback and ideas! We appreciate your insight and Industry knowledge.
Sunset House says...
Posted Thursday, June 18, 2015
There is no doubt that the Pool has its benefits, both for PR value and exposure. What I think could be done differently is having different sponsorship levels for multiple sponsors based on the DMA. (ex. The Cayman Islands have key DMA's that Cayman Airways flies non stop out of. Say, New York... The Pool Tour should be based on sponsorship levels based on how valuable the host city is to sponsorship interest. You could actually make more in certain DMA's that would cover the costs of some of the more isolated areas where the pool goes, or decides not to go, due to lack of interest by the sponsors.
Diving Unlimited International, Inc. says...
Posted Tuesday, June 16, 2015
I think it would be wise for DEMA and it's Board of Directors to take a serious look at the cost of the pool and it's return on investment, especially what other programs could be done with those funds. The Pool Tour is very, very costly and it's been done for many years.

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