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Take control of your business and your career at the WORLD'S ONLY international, trade-only event for the scuba diving industry. Mark your calendars for DEMA Show 2012, November 14-17 at the Sands Expo Convention Center in Las Vegas, Nevada. Register today at www.demashow.com.

TRANSCRIPT

  • Discover the latest innovations, destinations and strategies at the ONLY international trade-only event

    for the diving, action watersports and travel industries.

    Register Today at www.demashow.com/register

    NOVEMBER 1417, 2012 SANDS EXPO CENTER LAS VEGAS, NV

  • TAKE CONTROL OF YOUR BUSINESS and YOUR CAREER

    at DEMA SHOW 2012

    DEMA is committed to delivering more education, resources, products, destinations and industry developments at DEMA Show than ever before. There is no other event in the world that brings together the entire industry in one place like DEMA Show it is the clear choice to reach all of your annual goals and help your business succeed.

    Your passion will flourish through DEMA Shows

    comprehensive educational programs presenting tested strategies,

    insights and innovative ideas certain to invigorate your business.

    Your people are waiting for you! Meet and

    network with industry professionals, business strategists and your peers, and apply their ideas and successes

    to YOUR challenges.

    Your placeis at DEMA Show 2012. This is your industry and your event

    DEMA Show offers everything you need to grow your business in one

    convenient location.

    Achieve all your financial and business goals for the coming year REGISTER TODAY AT www.DEMASHOW.COM/REGISTER

    STAY cONNEcTED DuriNg DEMA Show 2012

    Text DEMA to 78247 to receive important show updates.

    Texts will be limited to a maximum of one per week prior to the opening of DEMA Show and up to two per day during DEMA Show 2012.

    Standard text messaging rates apply.

    www.twitter.com/dema_show On instagram: @demashow

    www.facebook.com/demashow

    www.pinterest.com/demashow www.linkedin.com/company/dema-org

    2 DEMA SHOW NOVEMBER 1417, 2012 SANDS EXPO CENTER LAS VEGAS, NV

  • DONT MISS THE ONLY TRADE-ONLY SHOW DESIGNED JUST FOR YOU The Dive Industry Professional

    Tuesday, November 138:00 AM 6:00 PM ...... Exhibitor Registration10:00 AM 6:00 PM .... Attendee Registration8:00 AM 6:00 PM ...... Exhibitor Sponsored Seminars4:30 PM 5:30 PM ....... Exhibitor Appreciation 2-for-1

    Happy Hour

    Wednesday, November 146:45 AM 11:00 AM .... Shuttle Bus Runs (full service)7:00 AM 6:00 PM ...... Registration 8:00 AM 6:00 PM ...... Exhibitor Sponsored Seminars 8:30 AM 9:45 AM ...... Espresso Education Session10:00 AM 6:00 PM .... Exhibit Hall Open11:00 AM 4:30 PM .... Shuttle Bus Runs (limited service)11:00 AM 4:45 PM .... DEMA Sponsored Seminars4:30 PM 7:00 PM ....... Shuttle Bus Runs (full service)

    Thursday, November 15 7:30 AM 11:00 AM .... Shuttle Bus Runs (full service)8:00 AM 6:00 PM ...... Registration 8:00 AM 6:00 PM ...... Exhibitor Sponsored Seminars 8:30 AM 9:45 AM ...... DEMA Member Update &

    Annual Meeting10:00 AM 6:00 PM .... Exhibit Hall Open11:00 AM 4:30 PM .... Shuttle Bus Runs (limited service)11:00 AM 4:45 PM .... DEMA Sponsored Seminars4:30 PM 7:00 PM ....... Shuttle Bus Runs (full service)

    Friday, November 167:30 AM 11:00 AM .... Shuttle Bus Runs (full service)8:00 AM 6:00 PM ...... Registration 8:00 AM 6:00 PM ...... Exhibitor Sponsored Seminars 8:30 AM 9:45 AM ..... Espresso Education Session10:00 AM 6:00 PM ... Exhibit Hall Open11:00 AM 4:30 PM ... Shuttle Bus Runs (limited service)11:00 AM 4:45 PM .... DEMA Sponsored Seminars4:30 PM 7:00 PM ....... Shuttle Bus Runs (full service)6:30 PM 12:00 AM .... DEMA Awards Party, The Joint

    at the Hard Rock Hotel

    Saturday, November 177:30 AM 10:30 AM .... Shuttle Bus Runs (full service)8:00 AM 5:00 PM ...... Registration 8:00 AM 5:00 PM ...... Exhibitor Sponsored Seminars 8:30 AM 9:45 AM ...... Espresso Education Sessions10:00 AM 12:00 PM .. 2020 Vision Brainstorming

    Session10:00 AM 5:00 PM .... Exhibit Hall Open10:30 AM 3:30 PM .... Shuttle Bus Runs (limited service)1:00 PM 2:15 PM ....... Special Session3:30 PM 6:00 PM ....... Shuttle Bus Runs (full service)

    Schedule-at-a-Glance

    THANK YOU TO OUR DEMA SHOW 2012 SPONSORS

    Booth #2623

    Booth #3131

    Booth #1428

    Booth #1228Booth #528

    Booth #2127Booth #1338

    Register Today at www.demashow.com/register 3

    Booth #629

    Booths # 2735, #2835

    Booth #3026

    Booths #823, #1023

  • DEMA SHOW ExclusivesNew Product Showcase Explore the latest products and technologies being introduced to the industry at DEMA Show 2012! New in 2012!

    Technical New Product Showcase Pod Discover the latest innovations in technical diving gear.

    DiveCaching Resource Center Stop by the DEMA Booth located in the welcome area and take advantage of all of the resources and FREE tools DEMA can provide you to incorporate DiveCaching into your customer retention and local diving programs. Discover how you can use the game of DiveCaching to increase your diver acquisition and reenergize your customer base.

    Scuba Demonstration PoolExhibitors will be on hand for new product demonstrations and to allow attendees to test out the latest product innovations.

    Image Resource CenterThe IRC, located right on the show floor, is dedicated to attendees looking for photo- and video-related exhibitors. The IRC will also feature seminars on all aspects of underwater photography and videography. Exhibitors will be on hand for product demonstrations and offer important tips on how to incorporate photography and videography into your business strategy.

    I-CafGet connected right on the show floor. Sponsored by: United

    4 DEMA SHOW NOVEMBER 1417, 2012 SANDS EXPO CENTER LAS VEGAS, NV

    DEMA Member LoungesTake time to relax in these special lounges reserved exclusively for DEMA Members.

    Decompression LoungeTake a minute to decompress, network, or meet up with new and old friends.

    When the Ship Hits the SandStop by the Ships 2 Reefs booth, #1676, to learn more about how your involvement in S2R can help our diving industry thrive and your business grow. Visit www.Ships2Reefs.com for more information on this great program.

  • DEMA Show 2012 Exhibit Floor

    EXhIBIT hALL hoURS

    DEMA Show 2012 provides the best forum for you to SEE, DEMO and BuY virtually any type of product or service related to the diving, adventure-travel and action-watersports industries.

    Hundreds of exhibitors featuring thousands of dive products, services and destinations your customers want, including:

    Take advantage of SHOW-ONLY promotions and specials!

    Air Station EquipmentAirlines and Charter ServicesBoats and Marine ProductsComputers and Software ProductsCylinders and ValvesDive and Adventure Travel DestinationsDive and Ocean Sports Apparel and SwimwearDive Training and Instructional MaterialsDiving, Snorkeling and Ocean Sports GearEquipment and AccessoriesFinancial Services and PlanningHotels and ResortsMerchandising and POP DisplaysMetal DetectorsOcean/Underwater Themed Lifestyle Products and

    Accessories

    Paddle Sports EquipmentRegulators and Breathing Apparatus Retail Aids and EquipmentSafety and Research OrganizationsScuba Tour Operators and Boat OperatorsSmall Business Products and ServicesSports and Lifestyle ApparelSuncare ProductsSupport Products and ServicesTravel AccessoriesUnderwater Communications EquipmentUnderwater LightsUnderwater Photography and VideographyUnderwater VehiclesWindsurfing Equipment

    Register Today at www.demashow.com/register 5

    WEDNESDAY, NOvEMBEr 14

    10:00 AM 6:00 PM

    THurSDAY, NOvEMBEr 15

    10:00 AM 6:00 PM

    FriDAY, NOvEMBEr 16

    10:00 AM 6:00 PM

    SATurDAY, NOvEMBEr 17

    10:00 AM 5:00 PM

  • Wednesday, November 14 Thursday, November 15 Friday, November 16Room: 503/504 ROOM: 505/506 Room: 503/504 ROOM: 505/506 Room: 503/504 ROOM: 505/506

    8:30 AM 9:45 AM

    Release Your Inner Nerd: 25+ Tools to Boost Productivity and Marketing ProwessSpeaker: Beth Ziesenis, Your Nerdy Best Friend, AskBethZ.com

    DEMA Member Update and Annual MeetingSpeaker: Tom Ingram, Executive Director, DEMA

    Evolving Social Media Realities: What You Need to KnowSpeaker: Jason Heller, CEO, Agiliti

    11:00 AM 11:45 AM

    Cross-Promotions to Help More People to Become DiversSpeaker: Ed Rigsbee, President, Rigsbee Enterprises, Inc.

    Keep Them Coming Back How to Provide Outstanding Customer Service in Your Dive BusinessSpeaker: Stacy Garrett, Senior Account Executive, Southwick Specialty Advertising

    Free Social Media Tools for the Small to Medium Business OwnerSpeaker: Steve Huskey, Client Relations Consultant, ReachLocal

    Promoting PartnershipsSpeaker: Barbara Wold, CEO, Barbara Wold International

    Grow Your Business with the 30-Day Marketing ACTION PlanSpeaker: Jim Ackerman, Marketing Coach, Ascend Marketing, Inc.

    Growing in Challenging TimesSpeaker: Larry Mersereau, President, PromoPower LLC

    2:00 PM 2:45 PM

    Optimizing Google Places to Get More VisibilitySpeaker: Steve Huskey, Client Relations Consultant, ReachLocal

    Show Me the Money!Speaker: Barbara Wold, CEO, Barbara Wold International

    Should I Advertise There?Speaker: Stacy Garrett, Senior Account Executive, Southwick Specialty Advertising

    Customer Service That SELLSSpeaker: Larry Mersereau, President, PromoPower LLC

    Drop Your Hook Where Your Future Customers AreSpeakers: Georgia King, Director of Training & Marketing, Oceans Unlimited; Nicolle Pratt, Director of Training & Marketing, Seven Seas Scuba

    Generating Return Website TrafficSpeaker: Rick Segel, President, Rick Segel & Associates

    3:00 PM 3:45 PM

    Social Media and Search Marketing: Visibility and Discoverability, the Magic FormulaSpeaker: Matt Weiss, Publisher, DivePhotoGuide.com

    Having a High Touch Business in a High Tech WorldSpeaker: Stacy Garrett, Senior Account Executive, Southwick Specialty Advertising

    Mobile Marketing: What You Need to KnowSpeaker: Jason Heller, CEO, Agiliti

    No One Speaks My Language! Now What?Speaker: Patty Vogan, Executive Business Coach, Victory Coaching International

    YouTubing for a Treasure Chest of DollarsSpeaker: Jim Ackerman, Marketing Coach, Ascend Marketing, Inc.

    Creative Financing for Your BusinessSpeaker: Steve Strauss, Best-Selling Author, TheSelfEmployed.com

    4:00 PM 4:45 PM

    Using Googles Pay per Click and Remarketing to Make More MoneySpeaker: Steve Huskey, Client Relations Consultant, ReachLocal

    The Power of PinterestSpeaker: Barbara Wold, CEO, Barbara Wold International

    The Power of Add-on Sales Supersize Your Sales Speaker: Stacy Garrett, Senior Account Executive, Southwick Specialty Advertising

    PR: Making a Name for YourselfSpeaker: Larry Mersereau, President, PromoPower LLC

    Turning Viral Ideas into Viable RewardsSpeakers: Georgia King, Director of Training & Marketing, Oceans Unlimited; Nicolle Pratt, Director of Training & Marketing, Seven Seas Scuba

    Visual Merchandising Secrets for the Artistically Challenged and Financially DeprivedSpeaker: Rick Segel, President, Rick Segel & Associates

    2012 DEMA SPoNSoRED SEMINARS

    TRACK 1 Understanding Your Customer

    TRACK 2 Better Business Performance

    TRACK 3 Strategies to Acquire New Divers

    TRACK 4 Strategies to Retain Your Current Customers

    ESPRESSO AND SPECIAL SESSIONS

    Seminars, dates, times and rooms subject to change.

    Saturday, November 178:30 AM 9:45 AMLionfish Invasion Update 2012Room: 503/504Speaker: Lad Akins, Director of Special Projects, Reef Environmental Education Foundation

    8:30 AM 9:45 AMThe ADA, Swimming Pools & Your Business!Room: 505/506Speaker: John McGovern, President, Recreation Accessibility Consultants, LLC

    10:00 AM 12:00 PMMoving toward 2020: Developing a Strategic Vision for the Recreational Diving Industry Room: 503/504Speaker: Tom Ingram, Executive Director, DEMA

    1:00 PM 2:15 PMThe ADA, Swimming Pools & Your Business!Room: 505/506Speaker: John McGovern, President, Recreation Accessibility Consultants, LLC

    6 DEMA SHOW NOVEMBER 1417, 2012 SANDS EXPO CENTER LAS VEGAS, NV

  • Register Today at www.demashow.com/register 7

    Wednesday, November 14

    8:30 AM 9:45 AM

    Espresso Education Session

    release Your inner Nerd: 25+ Tools to Boost Productivity and Marketing Prowess Room: 503/504Can free technology help your marketing? You bet! Author Beth Ziesenis, aka Your Nerdy Best Friend, will share dozens of free and bargain apps to help build your business and streamline your computer time. Bonus! Leave the session with a valuable quick reference of 70+ tools!Speaker: Beth Ziesenis, Your Nerdy Best Friend, AskBethZ.com

    11:00 AM 11:45 AM

    Track 3 Strategies to Acquire New Divers cross-Promotions to Help More People to Become DiversRoom: 503/504Collaboration delivers you more bang for your marketing buck than any other activity. You need to develop and implement cross-promotions in all aspects of your marketing efforts. Ed Rigsbee, Master Diver (NAUI) and the author of The Art of Partnering, Developing Strategic Alliances and PartnerShift, will show you how.Speaker: Ed Rigsbee, President, Rigsbee Enterprises, Inc.

    Track 2 Better Business PerformanceKeep Them coming Back How to Provide Outstanding customer Service in Your Dive BusinessRoom: 505/506We know that it is much easier to keep an existing customer than to get a new one and we also know that happy customers refer our business to their friends. Why do we sometimes fall short when it comes to the level of customer service? Hear some real examples of how you can take some immediate steps to improve your customer service, thereby keeping more of your highly satisfied customers.Speaker: Stacy Garrett, Senior Account Executive, Southwick Specialty Advertising

    2:00 PM 2:45 PM

    Track 3 Strategies to Acquire New DiversOptimizing google Places to get More visibilityRoom: 503/504Attendees will be able to fully complete their Google Places page, have a better understanding of how an optimized page will bring 20% 40% more traffic to their store in 2013, and understand tactics to entice reviewers to Google Places. You will also learn how to use this psychographic and behavioral marketing data to reach more potential customers in the future.Speaker: Steve Huskey, Client Relations Consultant, ReachLocal

    Track 1 Understanding Your CustomerShow Me the Money!Room: 505/506Marketing is a contest for peoples attention. Getting peoples attention is just the beginning of the story. Now a company or salesperson has to turn this attention into permission; the permission into learning about the product, the service or the idea; and then the learning into trust. Its all about building relationships, being a good listener and knowing the prospects so well that you understand them even better than they do.Speaker: Barbara Wold, CEO, Barbara Wold International

    3:00 PM 3:45 PM

    Track 2 Better Business PerformanceSocial Media and Search Marketing: visibility and Discoverability, the Magic FormulaRoom: 503/504The majority of dive travel and equipment purchases either begin online or are influenced by information that consumers find online. Your business growth and competitive position depend on prioritizing and mastering being visible and discoverable. Learn how to ensure that youre in the right place at

    the right time when divers are searching for information, and how influencing divers via earned exposure through their social connections is a key part of the new consumer journey.Speaker: Matt Weiss, Publisher, DivePhotoGuide.com

    Track 4 Strategies to Retain Your Current CustomersHaving a High Touch Business in a High Tech WorldRoom: 505/506We have so many ways to send mass emails and tweets and to utilize high-tech communication with our clients and prospects. Learn ways to help you use these high-tech tools to create a high touch business that builds lasting relationships. Also learn when to forgo the technology and revert back to old-school personal interaction.Speaker: Stacy Garrett, Senior Account Executive, Southwick Specialty Advertising

    4:00 PM 4:45 PM

    Track 3 Strategies to Acquire New Diversusing googles Pay per click and remarketing to Make More MoneyRoom: 503/504Attendees will be able to set up a Google Adwords and Google Remarketing Account. They will have a better understanding of how budgets affect the process and what is a safe budget for their market. Attendees will also receive literature showing them the specifications for using Remarketing and designing a Remarketing message.Speaker: Steve Huskey, Client Relations Consultant, ReachLocal

    Track 3 Strategies to Acquire New DiversThe Power of PinterestRoom: 505/506Pinterest is a pinboard-style social photo sharing website. The service allows users to create and manage theme-based image collections. The sites mission statement is to connect everyone in the world through the things they find interesting: a great way to promote www.BeADiver.com. This is a fabulous social marketing tool for retailers/service providers and will help drive traffic to their business faster than Facebook or Twitter.Speaker: Barbara Wold, CEO, Barbara Wold International

    Thursday, November 15

    8:30 AM 9:45 AM

    SPECIAL Session

    DEMA Member update and Annual MeetingRoom: 503/504Network with fellow industry leaders and DEMA Members and get an update on how DEMA has been working to help our Members and our Industry. Dont miss this information-filled morning, which includes complimentary coffee and pastries.Speaker: Tom Ingram, Executive Director, DEMA

    11:00 AM 11:45 AM

    Track 3 Strategies to Acquire New Divers Free Social Media Tools for the Small to Medium Business OwnerRoom: 503/504Attendees will develop a timeline for social media participation in 2013. They will understand how to write quality content in 160 characters that will rank as well as a two-page blog entry. They will also understand how free social media tools can save hours per month. They will leave with a handout describing their most efficient social media options.Speaker: Steve Huskey, Client Relations Consultant, ReachLocal

    Track 3 Strategies to Acquire New DiversPromoting PartnershipsRoom: 505/506Use your neighbors to grow your business. Todays smart retailers understand that the sharing of ideas and resources among like-minded businesses can lead to new-found retail success. This seminar will give you the ideas and

  • TRACK 1 Understanding Your Customer

    TRACK 2 Better Business Performance

    TRACK 3 Strategies to Acquire New Divers

    TRACK 4 Strategies to Retain Your Current Customers

    ESPRESSO AND SPECIAL SESSIONS

    tools to develop and plan for long-term partnerships that will help grow your business for years to come. Since the diving business shares customers with other businesses, the opportunities for these little partnerships are endless. Speaker: Barbara Wold, CEO, Barbara Wold International

    2:00 PM 2:45 PM

    Track 3 Strategies to Acquire New DiversShould i Advertise There?Room: 503/504Almost daily, companies are approached to advertise in a variety of media. This session will help you understand how to evaluate the opportunity and therefore make a better decision on how to reach your target audience.Speaker: Stacy Garrett, Senior Account Executive, Southwick Specialty Advertising

    Track 2 Better Business Performancecustomer Service That SELLSRoom: 505/506The Be A Diver program gives us a clear picture of the typical customer. This session goes beyond that to look at what it takes to turn them into loyal, repeat customers. Well look at both in-store and online experiences that make them buy more and more often. Well look at how to build relationships so youre the only dive shop they even consider when its time to buy, repair or refill.Speaker: Larry Mersereau, President, PromoPower LLC

    3:00 PM 3:45 PM

    Track 3 Strategies to Acquire New Divers Mobile Marketing: What You Need to KnowRoom: 503/504Over 50% of mobile subscribers are using smartphones. Over 118 million iPads and tablets will be sold this year. Your customers are engaging with the mobile web, apps, text messaging, QR codes and more. Digital marketing expert Jason Heller will provide practical ideas for how the dive industry can leverage this powerful and ubiquitous medium.Speaker: Jason Heller, CEO, Agiliti

    Track 1 Understanding Your CustomerNo One Speaks My Language! Now What?Room: 505/506Sometimes when we are speaking to a generation that is 20 years older or younger than us, it can feel like we are speaking different languages. And, in fact, we may be. We will explore Gen X, Gen Y and Boomers and the motivating factors that lead to their buying decisions. We will explore different cultures and what people from those cultures tend to value and why they buy. Come and learn to ask valuable questions.Speaker: Patty Vogan, Executive Business Coach, Victory Coaching International

    4:00 PM 4:45 PM

    Track 2 Better Business PerformanceThe Power of Add-on Sales Supersize Your SalesRoom: 503/504Listen to how you can capitalize on each customers purchase and increase their total sale. It may seem so easy at McDonalds, because they simply say, Would you like to supersize that? Learn how you can train your staff to supersize each sale for your business.Speaker: Stacy Garrett, Senior Account Executive, Southwick Specialty Advertising

    Track 3 Strategies to Acquire New Divers Pr: Making a Name for YourselfRoom: 505/506This session will give you specific steps you can take to raise your public profile. No single activity will make it happen, so you need a plan that includes a combination of social media, face-to-face networking, event participation, promotional activities and public speaking. Well look at where you should be promoting and presenting your brand, and how to make sure people remember you.Speaker: Larry Mersereau, President, PromoPower LLC

    Friday, November 16

    8:30 AM 9:45 AM

    Espresso Education Session

    Evolving Social Media realities: What You Need to KnowRoom: 503/504Youve set up your Facebook page, youve started tweeting, youve uploaded videos to YouTube. Now what? How do you make social media actually work for your business? Digital marketing expert Jason Heller is back by popular demand to address the rapidly changing social media space. You will learn about some of the real challenges, how to engage consumers, how to separate hype from reality, and how to measure your efforts.Speaker: Jason Heller, CEO, Agiliti

    11:00 AM 11:45 AM

    Track 3 Strategies to Acquire New Divers grow Your Business with the 30-Day Marketing AcTiON PlanRoom: 503/504Odds are your marketing plan isnt keeping you afloat. Do you even have a marketing plan? How about a 30-day Marketing Action Plan instead? And how about taking full advantage of DEMAs Be A Diver program to get the most bang for your marketing buck? Your marketing plan must address the only three ways to grow your enterprise: more customers, higher average ticket, repeat purchases. Get an easy-to-use, instantly implementable action plan in this critical session.Speaker: Jim Ackerman, Marketing Coach, Ascend Marketing, Inc.

    Track 3 Strategies to Acquire New Divers growing in challenging TimesRoom: 505/506If you want to expand your market in this retail environment and reach new, younger, possibly less affluent prospects, you have to look at all of the options. Well look at possible growth strategies and how each is affected by the publics tendency to commoditize everything. Well get real about seasonal and situational pricing, to make sure youre competitive without going broke to make it happen.Speaker: Larry Mersereau, President, PromoPower LLC

    2:00 PM 2:45 PM

    Track 3 Strategies to Acquire New DiversDrop Your Hook Where Your Future customers AreRoom: 503/504Finding new customers is like a captain knowing where the fish will be running in the new season. Challenge yourself to do more than just visit your go-to spots. In this session, we will discuss ways to increase your business by going to new fishing holes.Speakers: Georgia King, Director of Training & Marketing, Oceans Unlimited; Nicolle Pratt, Director of Training & Marketing, Seven Seas Scuba

    8 DEMA SHOW NOVEMBER 1417, 2012 SANDS EXPO CENTER LAS VEGAS, NV

  • Track 4 Strategies to Retain Your Current Customers generating return Website TrafficRoom: 505/506Whats the sense of building a website that the customer only visits once? The goal is to make your website exciting with the power to make the customer return again and again. This session, the result of a research project in which Rick Segel & Associates was asked to participate, presents the best methods retailers and small businesses employ to have their customers return to their site over and over.Speaker: Rick Segel, President, Rick Segel & Associates

    3:00 PM 3:45 PM

    Track 3 Strategies to Acquire New Divers YouTubing for a Treasure chest of DollarsRoom: 503/504Now any dive center can take advantage of the power of television to drive business. Its the YouTube revolution, and a revolution it truly is! YouTube is the second-largest search engine online and you can OWN your dive market when you understand how to make this new medium work. It may even become a profit center for you. But there are secrets, and this session reveals them all from a key YouTube player.Speaker: Jim Ackerman, Marketing Coach, Ascend Marketing, Inc.

    Track 2 Better Business Performancecreative Financing for Your BusinessRoom: 505/506Businesses need money to grow, but these days finding that money is tough. In this session, Steve Strauss will share 10 different, creative ways to find the money, based on his last book Get Your Business Funded. He looks at crowdfunding, microfinance, peer-to-peer lending, SBA loans, getting investors, government grants and more.Speaker: Steve Strauss, Best-Selling Author, TheSelfEmployed.com

    4:00 PM 4:45 PM

    Track 1 Understanding Your CustomerTurning viral ideas into viable rewardsRoom: 503/504You already have a fan base? They are your current customers! So how do you keep them wanting more? In this session, we will share some clever and innovative ideas to make your dive shop the go-to place online and in-store using viral marketing! Photo and video examples included!Speakers: Georgia King, Director of Training & Marketing, Oceans Unlimited; Nicolle Pratt, Director of Training & Marketing, Seven Seas Scuba

    Track 2 Better Business Performancevisual Merchandising Secrets for the Artistically challenged and Financially DeprivedRoom: 505/506Visual merchandising is an art form unto itself that can make or break any business. But what do you do when you have no talent and less money? This session will help those retailers improve their visual merchandising capabilities with tricks and tactics that are easy-to-use and understand, and that dont cost a lot of money. We will be reviewing actual stores to give you a global perspective of what you can do!Speaker: Rick Segel, President, Rick Segel & Associates

    Saturday, November 17

    8:30 AM 9:45 AM

    Espresso Education Session

    Lionfish invasion update 2012 Room: 503/504This session will cover the status of the lionfish invasion, updates on recent research, success of control efforts and how divers can make a positive impact. Significant time will be allocated for questions and answers, including discussions on feeding of lionfish to other marine predators and organizing removal events to control local lionfish populations.Speaker: Lad Akins, Director of Special Projects, Reef Environmental Education Foundation

    Espresso Education Session

    The ADA, Swimming Pools & Your Business! Room: 505/506The Americans with Disabilities Act (ADA) applies to businesses that open their doors and sell services, products or experiences to the general public. That certainly describes your business, and that means ADA compliance is important to you. This session will review requirements for existing buildings, new construction, policies, services and more. Well also clarify the much-talked about swimming pool lift requirements. Finally, well spend some time clarifying how the ADA is enforced and what you can do to avoid finding yourself in the middle of a disability discrimination dispute.Speaker: John McGovern, President, Recreation Accessibility Consultants, LLC

    10:00 AM 12:00 PMSPECIAL Session

    Moving toward 2020: Developing a Strategic vision for the recreational Diving industry Room: 503/504In 2011, DEMA met with industry professionals from around the world to brainstorm about the future of the diving industry. From these brainstorming sessions, key action items were determined as outlined below. In 2012, DEMA is now asking for the industrys ideas on how we can implement these items: Sell the diving lifestyle along with dive travel Support and develop professional retailers and their staff Create various benefits for retailers, including health insurance and

    other benefits Adapt to new media and use social media Make dive travel easier Put the edge back in diving make it more exciting Promote to a younger audience Create a positive first experience for divers Provide a local purpose to dive after certification (promote and

    use local diving)All professional members of the diving industry are welcome and should come prepared to brainstorm, prioritize their ideas and help provide a new direction for the industry. All positive ideas are welcome! YOUR ideas will be used by the DEMA Board of Directors to facilitate the change in the industry we all want.We invite you to join the discussion as we delve deeper into these topics and how the diving industry can implement these ideas. Speaker: Tom Ingram, Executive Director, DEMA

    1:00 PM 2:15 PM

    SPECIAL Session

    The ADA, Swimming Pools & Your Business! Room: 505/506The Americans with Disabilities Act (ADA) applies to businesses that open their doors and sell services, products or experiences to the general public. That certainly describes your business, and that means ADA compliance is important to you. This session will review requirements for existing buildings, new construction, policies, services and more. Well also clarify the much-talked about swimming pool lift requirements. Finally, well spend some time clarifying how the ADA is enforced and what you can do to avoid finding yourself in the middle of a disability discrimination dispute.Speaker: John McGovern, President, Recreation Accessibility Consultants, LLC

    Register Today at www.demashow.com/register 9Seminars, dates, times and rooms subject to change.

  • TUESDAY, November 138:00 AM 5:00 PM

    visual cylinder inspector and visual cylinder inspector refreshPSI-PCSI, Inc.

    9:00 AM 6:00 PM

    AuP Open circuit Technician courseOceanic Worldwide

    10:00 AM 5:00 PM

    Hollis Prism 2 ccr Service Technician courseOceanic Worldwide

    WEDNESDAY, November 148:00 AM 9:00 AM

    Oceanic Buyers ProgramOceanic Worldwide

    8:00 AM 10:00 AM

    PSiPci updatePSI-PCSI, Inc.

    9:00 AM 10:00 AM

    remote Management of Decompression illness (Dci)Divers Alert Network (DAN)

    20 Years of Protecting Our Ocean Planet One Dive at a TimePADI

    Excelling in Niche MarketsPADI

    9:00 AM 5:00 PM

    Advanced/Expert Seminar 2Day Option 1Mares Diving

    9:00 AM 6:00 PM

    AuP Open circuit Technician courseOceanic Worldwide

    10:00 AM 11:00 AM

    risk Management: Preparing for the Worst case ScenarioPADI

    Secrets to Social Media SuccessPADI

    10:00 AM 12:00 PM

    New 2012 SSi Open Water Diver ProgramScuba Schools International

    10:00 AM 2:00 PM

    TuSA cArE Service SeminarTUSA

    10:00 AM 5:00 PM

    Hollis Prism 2 ccr Service Technician courseOceanic Worldwide

    10:00 AM 6:00 PM

    Atomic Aquatics regulator repair SeminarsBARE

    10:15 AM 11:15 AM

    Sudafed, viagra and Oxygen ToxicityDivers Alert Network (DAN)

    10:30 AM 12:30 PM

    valve repair TechnicianPSI-PCSI, Inc.

    11:00 AM 12:00 PM

    PADi Analox complete gas Analysis Distinctive SpecialtyAnalox Sensor Technology

    increase Their Bottom Time, increase Your Bottom Line Whites Fusion Plus center ProgramAqua Lung

    Breatheology by Stig Avall Severinsen, PhD in MedicineBreatheology.com

    Top 10 Website MistakesONYX Websites

    PADi StandardsPADI

    using Your Apple iPad and iOS Devices as a Teaching ToolPADI

    Poseidon AnnouncementPoseidon Diving Systems AB

    11:30 AM 12:30 PM

    Tools for the Dive Leader Series, Tool #1: Ear and Sinuses: What the Dive Leader Needs to KnowDivers Alert Network (DAN)

    12:00 PM 1:00 PM

    Diver AcquisitionScuba Schools International

    12:45 PM 1:45 PM

    Thermal Stress and ProtectionDivers Alert Network (DAN)

    1:00 PM 2:00 PM

    Jill Heinerth on Suunto ProductsAqua Lung

    reinvigorate Your Marketing EffortsPADI

    Sidemount Diving: A recreational realityPADI

    1:00 PM 3:00 PM

    Oxygen cylinder cleaning TechnicianPSI-PCSI, Inc.

    Business is Tech, the SSi Bubble-Free TXr PathwayScuba Schools International

    2:00 PM 3:00 PM

    Mechanisms of Dive AccidentsDivers Alert Network (DAN)

    Discover ScubaEarthPADI

    Five Star TrainingPADI

    Narcosis Management: 50 Years of Extended range/Technical Dive TrainingPSA International

    2:00 PM 4:00 PM

    Dui: Make Money Serving the Public Safety Diving MarketDiving Unlimited International, Inc.

    3:00 PM 4:00 PM

    Expanding into the Public Safety Diver MarketPADI

    Transforming Your Website and Online PresencePADI

    The Magic of AnilaoPhilippine Department of Tourism

    Oceans classroomScuba Schools International

    SEA&SEA creative Lighting for EveryoneTUSA

    3:00 PM 5:00 PM

    NAui Worldwide Member update and AwardsNAUI Worldwide

    3:15 PM 4:15 PM

    chronic Diseases and Safety of Diving: results from the DAN Members Health SurveyDivers Alert Network (DAN)

    3:30 PM 5:30 PM

    Eddy current TechnicianPSI-PCSI, Inc.

    4:00 PM 5:15 PM

    Become The Market Leader with SSiScuba Schools International

    4:00 PM 6:00 PM

    Dui: Drysuit Measuring & Fit clinicDiving Unlimited International, Inc.

    4:30 PM 5:30 PM

    Diving Medicine and research Panel: Open Forum Q&ADivers Alert Network (DAN)

    THURSDAY, November 158:00 AM 9:00 AM

    AEriS Buyer ProgramOceanic Worldwide

    8:00 AM 9:30 AM

    For resorts ONLYScuba Schools International

    8:00 AM 10:00 AM

    PSi-Pci updatePSI-PCSI, Inc.

    9:00 AM 10:00 AM

    Tools for the Dive Leader Series, Tool #2: challenges in Diagnosing Decompression illness (Dci)Divers Alert Network (DAN)

    Transforming Your Website and Online PresencePADI

    using Your Apple iPad and iOS Devices as a Teaching ToolPADI

    9:00 AM 5:00 PM

    Advanced/Expert Seminar 2Day Option 1Mares Diving

    9:30 AM 10:30 AM

    Lavacore Buyers ProgramOceanic Worldwide

    10:00 AM 11:00 AM

    reinvigorate Your Marketing EffortsPADI

    Sipadan Water villageSipadan Water Village Resort

    10:00 AM 12:00 PM

    SuuNTO DNAAqua Lung

    cressi regulator Service SeminarCressi

    SSi risk Management SeminarScuba Schools International

    Dive Show Producers MeetingUSOA/AUAS

    10:00 AM 2:00 PM

    TuSA cArE Service SeminarTUSA

    10:00 AM 5:00 PM

    Hollis Prism 2 ccr Service Technician courseOceanic Worldwide

    10:00 AM 6:00 PM

    Atomic Aquatics regulator repair SeminarsBARE

    10:15 AM 11:15 AM

    Managing the Aging Process for DiversDivers Alert Network (DAN)

    10:30 AM 11:00 AM

    Oceanic Pioneer Wetsuits: The Next Evolution of NeopreneOceanic Worldwide

    10:30 AM 12:30 PM

    valve repair TechnicianPSI-PCSI, Inc.

    11:00 AM 12:00 PM

    Breatheology by Stig Avall Severinsen, PhD in MedicineBreatheology.com

    rebuild it and They Will come: Starting Your Own reef restoration ProgramDive Training Magazine

    Hollis gear Presents: intro to Technical Diving Oceanic Worldwide

    Discover ScubaEarthPADI

    Five Star TrainingPADI

    Poseidon AnnouncementPoseidon Diving Systems AB

    From JAWS to Shark conservation The 37Year Journey of Two Friends... Shark Savers

    11:30 AM 12:30 PM

    Diving Safety: its No Accident!Divers Alert Network (DAN)

    12:00 PM 1:00 PM

    increase Their Bottom Time, increase Your Bottom Line Whites Fusion Plus center ProgramAqua Lung

    Explorer ventures Liveaboard Fleet 25 Years of Supporting groupsExplorer Ventures USA, Ltd.

    The Liquivision Lynx Air integrated OLED Dive computerLiquivision Products Inc.

    Deep Water Wreck Exploration with Tim OLeary, Director of NAuis Technical Diving DivisionNAUI Worldwide

    Members updateSDI-TDI-ERDI

    ScubaBoard 101 The Basics for Business PromotionScubaBoard.com

    12:00 PM 2:00 PM

    Business is Tech, the SSi Bubble-Free TXr PathwayScuba Schools International

    12:45 PM 1:45 PM

    Tools for the Dive Leader Series, Tool #3: Evaluation of an injured Diver, What is important: An Educational case SeriesDivers Alert Network (DAN)

    1:00 PM 2:00 PM

    Dive the World with Aggressor Fleet and Dancer FleetAggressor Fleet

    Hollis rebreathers: How to increase Sales and ProfitsOceanic Worldwide

    Learn How to Plan, Schedule, Book, Sell and run More Successful, Safe and Profitable group Dive TravelIsland Dreams Travel

    revolutionize Your Business with the EvE 5.8 Dive center Management Marketing SystemPADI

    using Digital Aids to run Your BusinessPADI

    How to Sell PalauPalau Dive Adventures

    Business of ScuBASDI-TDI-ERDI

    Spare Air repair SeminarSubmersible Systems, Inc.

    1:00 PM 3:00 PM

    Oxygen cylinder cleaning TechnicianPSI-PCSI, Inc.

    1:00 PM 4:00 PM

    Neptune System Servicing clinicOcean Reef Inc.

    2:00 PM 3:00 PM

    NEW Thailand AggressorAggressor Fleet

    The Deep End of Diving research: innovations and LimitationsDivers Alert Network (DAN)

    Partnering: innovations in Maximizing Dive Travel Profits!Fly & Sea Dive Adventures

    Hollis Sidemount Evolution continuesOceanic Worldwide

    20 Years of Protecting Our Ocean Planet One Dive at a TimePADI

    EXhIBIToR SPoNSoRED SEMINARSAs of 7/24/12

    10 DEMA SHOW NOVEMBER 1417, 2012 SANDS EXPO CENTER LAS VEGAS, NV

  • Top Five Drift Dive TipsPalau Dive Adventures

    consistency in Training and record Keeping Scuba Schools International

    2:00 PM 4:00 PM

    cressi regulator Service SeminarCressi

    3:00 PM 4:00 PM

    PADi Analox complete gas Analysis Distinctive SpecialtyAnalox Sensor Technology

    How to Organize, Package and Sell group Dive TravelDream Weaver Travel

    Polar Diving in the Arctic and AntarcticOceanwide Expeditions

    PADi StandardsPADI

    Secrets to Social Media SuccessPADI

    Freediving Finger on the Pulse/Latest Diving industry Trends/Maximize Your PotentialScuba Schools International

    TuSA retailer updateTUSA

    3:15 PM 4:15 PM

    Effects of Delayed recompression Therapy on the Outcome of Decompression Sickness (DcS)Divers Alert Network (DAN)

    3:30 PM 5:30 PM

    Eddy current TechnicianPSI-PCSI, Inc.

    4:00 PM 5:00 PM

    The Scuba Professionals Path to High income with NAui Worldwides chairman of the Board Dave OchsNAUI Worldwide

    capitalize on game-changing Facebook FeaturesONYX Websites

    risk Management: Preparing for the Worst case ScenarioPADI

    FuNtastic PhilippinesPhilippine Department of Tourism

    4:00 PM 5:30 PM

    Hollis rebreathers: From Prism 2 to Explorer EScr and BeyondOceanic Worldwide

    4:00 PM 6:00 PM

    Marketing with Social MediaScuba Schools International

    4:30 PM 5:30 PM

    recompression Therapy: Beyond Boyles LawDivers Alert Network (DAN)

    5:00 PM 6:00 PM

    Anse chastanet resorts Bubbly Presentation of St. Lucias Diving DelightsAnse Chastanet Resort & Scuba St. Lucia

    Friday, November 168:00 AM 9:00 AM

    Hollis Buyers ProgramOceanic Worldwide

    8:00 AM 10:00 AM

    PSi-Pci updatePSI-PCSI, Inc.

    9:00 AM 10:00 AM

    The Deep End of Diving research: innovations and LimitationsDivers Alert Network (DAN)

    risk Management: Preparing for the Worst case ScenarioPADI

    Secrets to Social Media SuccessPADI

    9:00 AM 5:00 PM

    Advanced/Expert Seminar 2Day Option 2Mares Diving

    9:00 AM 6:00 PM

    AuP Open circuit Technician courseOceanic Worldwide

    10:00 AM 11:00 AM

    increase Their Bottom Time, increase Your Bottom Line Whites Fusion Plus center ProgramAqua Lung

    Expanding into the Public Safety Diver MarketPADI

    Sidemount Diving, a recreational realityPADI

    Sipadan Water villageSipadan Water Village Resort

    10:00 AM 12:00 PM

    cressi regulator Service SeminarCressi

    Poseidon AnnouncementPoseidon Diving Systems AB

    SSi risk Management SeminarScuba Schools International

    10:00 AM 2:00 PM

    TuSA cArE Service SeminarTUSA

    10:00 AM 5:00 PM

    Hollis Prism 2 ccr Service Technician courseOceanic Worldwide

    10:15 AM 11:15 AM

    Sudafed, viagra and Oxygen ToxicityDivers Alert Network (DAN)

    10:30 AM 12:30 PM

    valve repair TechnicianPSI-PCSI, Inc.

    11:00 AM 12:00 PM

    Jill Heinerth underwater ExpeditionsAqua Lung

    Breatheology by Stig Avall Severinsen, PhD in MedicineBreatheology.com

    rebuild it and They Will come: Starting Your Own reef restoration ProgramDive Training Magazine

    How to Organize, Package and Sell group Dive TravelDream Weaver Travel

    Polar Diving in the Arctic and AntarcticOceanwide Expeditions

    Success! We can reverse Extinction!!Save Our Leatherbacks Operation

    11:00 AM 12:30 PM

    Sharks: Stop the vanishing ActPADI

    11:30 AM 12:30 PM

    Mechanisms of Dive AccidentsDivers Alert Network (DAN)

    12:00 PM 1:00 PM

    Do You Have A Pool? Add Swim as a Profit centerScuba Schools International

    ScubaBoard 201 Advanced Tips and Social Media MarketingScubaBoard.com

    instructor Trainer updateSDI-TDI-ERDI

    12:00 PM 2:00 PM

    Dui: Drysuit Measuring & Fit clinicDiving Unlimited International, Inc.

    Women Divers Hall of Fame Membership MeetingWomen Divers Hall of Fame Inc.

    12:45 PM 1:45 PM

    Lion Fish Safety AwarenessDivers Alert Network (DAN)

    1:00 PM 2:00 PM

    Dive the World with Aggressor Fleet and Dancer FleetAggressor Fleet

    Explorer ventures Liveaboard Fleet Offering unique itineraries for 25 YearsExplorer Ventures USA, Ltd.

    Learn How to Plan, Schedule, Book, Sell and run More Successful, Safe and Profitable group Dive TravelIsland Dreams Travel

    Email MarketingONYX Websites

    20 Years of Protecting Our Ocean Planet One Dive at a TimePADI

    Discover ScubaEarthPADI

    Narcosis Management: 50 Years of Extended range/Technical Dive TrainingPSA International

    1:00 PM 3:00 PM

    Oxygen cylinder cleaning TechnicianPSIPCSI, Inc.

    get on the right road with a M.A.P.Scuba Schools International

    1:00 PM 4:00 PM

    Neptune System Servicing clinicOcean Reef Inc.

    2:00 PM 3:00 PM

    NEW Thailand AggressorAggressor Fleet

    Thermal Stress and ProtectionDivers Alert Network (DAN)

    Partnering: innovations in Maximizing Dive Travel Profits!Fly & Sea Dive Adventures

    Transforming Your Website and Online PresencePADI

    Top Five Drift Dive TipsPalau Dive Adventures

    Now, More Than Ever, Sharks countShark Savers

    Spare Air repair SeminarSubmersible Systems, Inc.

    2:00 PM 4:00 PM

    cressi regulator Service SeminarCressi

    3:00 PM 4:00 PM

    Dive the Best of Both Worlds, with Eco DiversECO Divers

    Egypt and red Sea DivingFly & Sea Dive Adventures

    NAui Technical Diving, the Next Evolution, with Tim OLeary, Director of NAuis Technical Diving DivisionNAUI Worldwide

    All Stressed up and Nowhere to DiveOcean Divers

    reinvigorate Your Marketing EffortsPADI

    revolutionize Your Business with the EvE 5.8 Dive center Management Marketing SystemPADI

    SEA&SEA creative Lighting for EveryoneTUSA

    3:00 PM 5:00 PM

    Business is Tech, the SSi Bubble-Free TXr PathwayScuba Schools International

    3:15 PM 4:15 PM

    Diving Medicine and research Panel: Open Forum Q&ADivers Alert Network (DAN)

    3:30 PM 5:30 PM

    Eddy current TechnicianPSI-PCSI, Inc.

    4:00 PM 5:00 PM

    Divingglobal/Scuba Business SoftwareDivingGlobal

    Excelling in Niche MarketsPADI

    PADi StandardsPADI

    4:30 PM 5:30 PM

    We Are Water Project Movie viewingAqua Lung

    4:30 PM 6:00 PM

    My village, My Lobster, a Documentary Film about Miskito Divers by Nomading Films (Film viewing will be followed by a roundtable discussion)Divers Alert Network (DAN)

    5:00 PM 6:00 PM

    Anse chastanet resorts Bubbly Presentation of St. Lucias Diving DelightsAnse Chastanet Resort & Scuba St. Lucia

    S.E.i. & PDic international Meeting with cEO Tom LeairdSEI-PDIC International

    Saturday, NovEMber 178:00 AM 5:00 PM

    visual cylinder inspector and visual cylinder inspector refreshPSI-PCSI, Inc.

    9:00 AM 10:00 AM

    What to Expect from Hyperbaric Treatment and How it Heals Decompression Sickness (DcS)Divers Alert Network (DAN)

    Five Star TrainingPADI

    revolutionize Your Business with the EvE 5.8 Dive center Management Marketing SystemPADI

    9:00 AM 5:00 PM

    Advanced/Expert Seminar 2Day Option 2Mares Diving

    NAui Worldwide Member updateNAUI Worldwide

    using Digital Aids to run Your BusinessPADI

    10:00 AM 2:00 PM

    TuSA cArE Service SeminarTUSA

    10:15 AM 11:15 AM

    Managing the Aging Process for DiversDivers Alert Network (DAN)

    11:00 AM 12:00 PM

    Breatheology by Stig Avall Severinsen, PhD in MedicineBreatheology.com

    The Quality Difference A Path to Success with NAui Worldwides chairman of the Board Dave OchsNAUI Worldwide

    Poseidon AnnouncementPoseidon Diving Systems AB

    Success! We can reverse Extinction!!Save Our Leatherbacks Operation

    Freediving Finger on the Pulse/Latest Diving industry Trends/Maximize Your PotentialScuba Schools International

    Members updateSDI-TDI-ERDI

    11:30 AM 12:30 PM

    Tools for the Dive Leader Series, Tool #1: Ear and Sinuses: What the Dive Leader Needs to KnowDivers Alert Network (DAN)

    12:00 PM 1:00 PM

    instructor crossoverSDI-TDI-ERDI

    12:45 PM 1:45 PM

    Effects of Delayed recompression Therapy on the Outcome of Decompression Sickness (DcS)Divers Alert Network (DAN)

    1:00 PM 5:00 PM

    Mares Lab update classMares Diving

    2:00 PM 3:00 PM

    routine Activities That May increase risk of DcS on a Dive TripDivers Alert Network (DAN)

    3:15 PM 4:45 PM

    My village, My Lobster, a Documentary Film about Miskito Divers by Nomading Films (Film viewing will be followed by a roundtable discussion)Divers Alert Network (DAN)

    Register Today at www.demashow.com/register 11

  • 12 DEMA SHOW NOVEMBER 1417, 2012 SANDS EXPO CENTER LAS VEGAS, NV

    EXHIBITOR LISTINGSThe exhibit floor features an extraordinary range of products and services.

    10 Bar Underwater Housings500 PSI, Inc.A Plus Marine Supply Inc.About AustraliaAcquaPazza (Yamamoto

    Industry Co., Ltd.)Add Helium/Molecular ProductsAdelaar (PBS-Lines)Advanced Diving TechnologyAdvanced Inspection TechnologyAdventure TravelAeroskin CaliforniaAerospace Lubricants, Inc.Aggressor FleetAiretex Compressors/Alkin

    Compressors USAAlbatross Dive ChartersAll West Apartments Diving/

    Lodge Kura HulandaAmerican Express OpenAmigos Dive CenterAmphibious OutfittersAnalox Sensor TechnologyAnalytical Industries, Inc.ANDI InternationalAnse Chastanet Resort

    & Scuba St. LuciaAnthonys Key ResortAPI IndustriesApollo Sports USAAqua LungAquanautasAquaSketchAquatec (Duton Industry)AquaticaAqua-Trek/Garden Island ResortArenui LiveaboardArmor Products, LLCAropec Sports Corp.Aryca Sports & AccessoriesAtlantis Philippines Dive

    Resorts and LiveaboardsAtomic Aquatics

    Avalon Cuban Diving CentersBackscatter uw Video & PhotoBAMBOO Jewelry/California

    Pacific DesignsBananaramaBAREBarry UniversityBauer Compressors, Inc.Beach BuddyBelize Diving ServicesBelize Diving VacationsBelize Hotel AssociationBelize Tourism BoardBelmar Oceanfront Apartments

    (Sapias Holding BV)Beneath the SeaBeneath the SurfaceBeqa Adventure DiversBeqa Lagoon ResortBest Western Crystal River ResortBeuchat InternationalBig Blue Diving and

    Aquatic GiftsBOSSK Intl Co. Ltd.Blue Lagoon Resort/Dive Shopblue o twoBlue Steel, LLCBluewater Photo VideoBody GloveBohol Sea ResortBonaire Eco ExperienceBonaire Hotel & Tourism AssnBonica Precision Inc.Borneo Divers & Sea

    Sports (S) S/BBottom CrawlersBreathe Life Dive Wear, LLCBreatheology.comBritish Virgin Islands

    Tourist BoardBS Kinetics GmbHBuddy Dive Resort (Sapias

    Holding BV)

    Cane Bay Dive ShopCanon U.S.A. Inc.Captain Dons HabitatCaradonna Worldwide

    Dive Adventures, Inc.CarettaTechCaribbean Club Bonaire

    (Sapias Holding BV)Caribbean Dive ToursCarolina Laser DesignsCarolynn Burns StudioCarter Bag Inc.Casco Bay MoldingCenturion NDTCetatekChamber of Tourism

    San CristobalChammyzChin Kung Titech CompanyCliff Weil, Inc.Club Cantamar/Sea EscapeCOARECochran Undersea TechnologyCoco View ResortCoiba Dive ExpeditionsColombia TourismColtri AmericasConsorzio Coltellinai Maniago srlCoolight Technology Co., Ltd.CPR-DepotCressiCuracao Tourism BoardCustom Divers Ltd.Dancer Fleet, Inc.David Dunleavy CollectionDecades of DivingDecal ShopDeep Blue AdventuresDeep Blue ResortDeep Trekker Inc.DeeperBlue.com Ltd.Destination Kingdom of TongaDiscover Dominica Authority

    DIVE ALERT by IdeationsDive and SeeDive AventurasDive CaddyDive DamaiDive Dawg, Inc.Dive Friends BonaireDive Industry Association

    of British ColumbiaDive Into Your ImaginationDive Logz Inc.Dive News NetworkDive ProvoDive RiteDive ShadesDive the WorldDive Training MagazineDive Travel StoreDive Vacations by OccidentalDiveAssureDivegear, LLCDiveheart FoundationDivEncounters Inc.DiveNewswire NetworksDivePhotoGuide.comDiveQuestDiver GroupDiver MagazineDiverGuard Ltd.Divers Alert NetworkDivesafeshop.com

    (Millennium Mouthpiece)Divi Flamingo Beach

    Resort & CasinoDiving Unlimited

    International, Inc.DivingGlobalDiVo Dive VoluntourismDocs Proplugs, Inc.Dolphin Destiny AdventuresDraeger SafetyDream Adventures, Ltd.Dream Weaver Travel

    Drink Tank. Ltd.Dry Case, LLCDuke Dive MedicineDutch Antilles Express BVECO DiversEco-Intuit B.V.Eden BeachEdge and Hog Dive GearEEZYCUT by Ocean

    Edge OutfittersEgyptian Tourist AuthorityEncomPos Software LLCEnvironmental Anchor SystemsEpoque World Co. Ltd.Equinox HousingsEsclapez DivingExceed WetsuitsExplorer Ventures USA, Ltd.Fantasea LineFantasy Island Beach Resort,

    Dive Center & MarinaFeifishFINNSUB.COMFins AttachedFish n Fins & Ocean HunterFling Charters Inc.Florida Public Archaeology

    NetworkFly & Sea Dive AdventuresFourth ElementFreediving Instructors

    InternationalGalapagos Deep BlueGalextur/Galapagos

    Expedition ToursGangga DiversGates Underwater Products, Inc.Global Blue SolutionsGlobal Mfg. Corp.GoProGreen Force/Kaplan ScubaGrenada Board of TourismGRIP SOCKS

  • Guadeloupe Islands Tourism Board

    Guangzhou Mei Yi Trading Co., Ltd.

    Gummifabrikken (G-DIVE)H2OdysseyHainan Walrus Submersible

    Scooter Manufacturing Co., Ltd.

    Hamanasi Dive & Adventure Resort

    Hammerhead IndustriesHandicapped Scuba AssociationHappy Feet by RVJ Intl. LLC.Harbour Village Beach ClubHawaiian Islands Recreational

    Scuba AssociationHenderson/NEO SportHistorical Diving SocietyHonduras Institute of TourismHW & AssociatesHydraulics InternationalHydro-Test Products Inc.I.C.E.IANTDIDEA/PSDAIdeas Connected Limitedidive pty ltd.I-divesite Co. LimitedIkeliteInfinity Bay Spa and Beach ResortInnobeam CorporationInnovative Scuba ConceptsIN-SEA WorldWide, LLCInter Ocean Co., Ltd.International Yacht TrainingIntova/Snap SightsInVertum magazineIrikonji Dive Gear LLCIsla Marisol ResortIsland Dreams TravelIsland ExpressIST Sports CorpITADA International Co., Ltd.JackdiveJacks Diving LockerJako Chemicals Co., Ltd.JBL InternationalJewelry HavenJW Fishers Mfg Inc.Kapitol Reef AquaticsKasawari Lembeh ResortKELDANKids Sea CampKISS RebreathersKona Honu Divers Inc.Koro Sun Resort and

    Rainforest SpaKosrae Village Ecolodge

    & Dive ResortKungkungan Bay ResortLalati Resort & SpaLaru BeyaLeaderfinsLembeh Resort/[email protected] & MotionLight Monkey Enterprises, LLCLions Dive & Beach

    Resort CuracaoLiquivision Products Inc.Live Life No LimitsLiveaboard Adventures/

    Papua New Guinea TravelLost Island VoyagesLubrication TechnologyLuminox Watch Co.LX Development Group Ltd.Maduro Dive Fanta-Seas

    Mako CompressorsMaldives Marketing &

    PR CorporationMango InnManta Industries/

    Highseas MillworkManta Ray Bay Resort

    & Yap DiversManthiri MaldivesMares DivingMarine Comms Ryukyu, Inc.Marine Sports Mfg.Mariners Learning SystemMarquis Destination ServicesMatava Fijis Premier

    Eco Dive ResortMax-Air CompressorsMaxtecMayan Princess Beach

    & Dive ResortMcNett CorporationMDEA International Inc. FamilyMel Fishers TreasuresMidland Diving EquipmentMidland Radio CorporationMike Ball Dive ExpeditionMinahasa LagoonMinistry of Tourism & Creative

    Economy IndonesiaMisool Eco ResortMolecules for GorontaloMomentum By St. Moritz

    Watch Corp.Multinational Co., Ltd.NACDNAIA Cruises FijiNaigani Resort Ltd.Nam Liong (USA) Inc.Namale Resort & SpaNanjing Bluesea Outdoor

    Gear Co., Ltd.Nardi Compressori s.r.l.National Academy of

    Scuba EducatorsNational Geographic SnorkelerNational Park Service

    Submerged Resources CenterNAUI WorldwideNauticamNautilus ExplorerNautilus JewelryNeco MarineNew World PublicationsNocturnal Lights, Inc.Northern California Underwater

    Photographic SocietyNuvairO.S. Systems, IncorporatedOasis Divers Grand TurkOcean DiversOcean Encounters DivingOcean Reef Inc.Ocean Rover CruisesOcean Technology SystemsOcean Visions Underwater

    Photography AcademyOceanic WorldwideOceanwide ExpeditionsOcotal ResortOdyssey AdventuresOMERSUBONeill WetsuitsONYX WebsitesPacific Dive and TravelPADIPalau Dive AdventuresPalau Pacific ResortPalau Royal Resort

    Pandora Underwater Equipment SA

    Papua New Guinea Divers Assn. Inc.

    Paradise TaveuniPascal Lecocq PainterPatriot 3, Inc.Pegasus ThrusterPelican ProductsPerformance Freediving

    InternationalPhilippine Department of TourismPinditoPinnacle AquaticsPlasticase, Inc.Plaza Resort BonairePoseidon Dive AdventuresPoseidon Diving Systems ABPrescription Dive MasksPrincess Beach Curaao/

    Hilton CuraaoPrinceton TecProBlue/RoundWellProfessional Scuba

    Inspectors, Inc.PSA InternationalPT Dewi NusantaraPT Waow ChartersPt. Siladen Island Resort SpaPuerto Rico Tourism CompanyQBAS Co., Ltd.QuikpodRamons Village ResortRed Mangrove Galapagos

    and Ecuador LodgesRed Sail Sports Aruba NVReef & RainforestReef MinistriesREEFNETRelaxed Guided DivesRetailWare, Inc.Revere SupplyrEvo RebreathersRiffeRoatan Charter Bay

    Islands Air DeskRocio Del Mar LiveaboardRock N SportsRum ReggaeSaekodiveSafari Tours & TravelSalvi Mar SRLSams ToursSand Dollar Condominium

    ResortSandals and Beaches ResortSANTI Diving Equipment by

    OceanEdge OutfittersSardellSave Our Leatherbacks

    OperationScuba Club CozumelScuba Distributors LLCScuba Diver AustralAsia

    MagazineScuba Diver LifeScuba Planners TravelScuba RepublicScuba Schools InternationalScuba Sport MagazineScuba Tools IncScuba Travel VenturesScubaBoard.comScubaDoRagScubaMaxScubaocitySCUBAPROScubaRadio

    SDI & TDI & ERDISea & Explore, Inc.Sea FearSea Hawk BoatsSea SabaSeaBotix, Inc.Seacam USA dba

    Waterhouse ToursSeacSub SPASeaCure Custom MouthpieceSeadive/Oceanways

    E.B. Industries, Inc.SeahorseSeaLife Cameras

    (Pioneer Research)Seareq Safety and

    Rescue EquipmentSeaScape Boats, Inc.SeaSigns, LLCSeasoft Scuba/Watermark ScubaSeatentSS ThorfinnSEI-PDIC InternationalShanghai Doni Co., Ltd.Shanghai Rich Source

    Imp & Exp Co., Ltd.Shark SaversShearwater Research Inc.SHEICO (Shei Chung

    Hsin Ind. Co. Ltd.)Shenzhen Fluent Sports

    Products Co., Ltd.Sherwood ScubaSI TECH ABSilent Diving LLC+Ambient

    Pressure DivingSingapore AirlinesSipadan Water Village ResortSky Elegance International, Ltd.SolmarV/Amigos Del MarSolRxSonal Industries Co, Ltd.Soothing Scents, Inc.Soprassub Americas, Inc.South Pacific Island TravelSpirit of FreedomSplash Dive ShopSpree Expeditions, Inc.Spyderco, Inc.St. Kitts Tourism AuthoritySt. Vincent and the GrenadinesSubmersible Systems, Inc.Subsalve USASunBreeze HotelSurface Interval ClothingSurface Marker LimitedSwahili Divers (P) Ltd.Tahiti Tourisme North AmericaTambora Dive CruisesTasik Divers ManadoTaveuni DiveTEKTITE IndustriesThalassa Dive CenterThe EGA GroupThe Georgia Aquarium, Inc.The PinPeddlersThe Reef ResortThe Villa on Dunbar RockThera-HeatThermalution-Petatech Intl, Ltd.Tilos, Inc.Timeless TresorTitan Dive Gear/BubbleseekersTitex Vertriebs GmbHTorgny DesignTorpedo, Inc.Torqeedo, Inc.

    Tourism Corporation Bonaire (TCB)

    Tourism FijiTourism MalaysiaTrelleborg Protective Products NATRI Air Testing Inc.Trident Diving EquipmentTrinidad & Tobago Tourism

    Development Co. LimitedTriton Diving Equipment Corp.Tropical Seas, Inc.Truk Lagoon Dive CenterTurquoise Bay Dive &

    Beach ResortTUSATyphoon InternationalU.S. Virgin Islands

    Department of TourismU.S.I.A.Ultimate CreationsUltimate Dive TravelUltimate Diver ChallengeUltraLight Control SystemsUltramax Enterprises Inc.Undersea HunterUnderwater KineticsUnderwater Technologies

    Center Ltd. (UTC)Underwater Travel SolutionsUnified Team DivingUnited Airlinesunterwasser/Olympia

    Verlag GmbHUS FreedivingUSOA/AUASUSOAUtila Dive VenturesUtila LodgeUzzi Amphibious GearVanuatu Tourism OfficeVideoRay LLCVolivoli Beach/Ra DiversWaidroka Bay ResortWakatobi Dive ResortWalt Disney World/

    Epcot Living SeasWananavu Beach ResortWatershed LLCWatershot IncorporatedWeezle Diving ServicesWell Marine Diver

    Enterprise Co., Ltd.Welon (China) Ltd.White Arrow by Dive

    Gear ExpressWhites Manufacturing LimitedWitherspoon & AssociatesWomen Divers Hall of Fame Inc.World Dive Adventure

    Caribbean AdventureWorld of DivingWorldwide Dive and Sail

    International Ltd.Wreck Diving MagazineXcel WetsuitsXIT 404, LLCX-Ray MagXS Scuba, Inc.Yamagata Casio Co.Yamamoto CorporationYap Pacific Dive ResortYKK (USA) Inc.Zeagle Systems, Inc.Zear Corporation Limited

    Register Today at www.demashow.com/register 13

  • Join the Diving Equipment and Marketing Association in honoring the diving industry's top rock stars at the 24th Annual presentation of the prestigious Reaching Out Awards.

    Raise your lighters with old friends, new business associates and all your industry peers as we honor this years award recipients, DAN ORR and DICK RUTKOWSKI!

    DEMAs Awards Party is going to rock Las Vegas with a networking cocktail hour followed by an array of delicious food and desserts, memorable awards ceremony, a Las Vegas style show performed by "The Bluzmen A Tribute to the Blues Brothers" and, of course, more cocktails. Get your tickets now at www.DEMASHOW.com/party.

    TICKETS: $69 until 10/9/12 and $89 after 10/9/12 For information on sponsorship opportunities and/or reserved seating, contact Colleen Vasquez at [email protected]

    Date: November 16, 2012

    Time: 6:30 PM to Midnight

    Location: The Joint at the Hard Rock Hotel Shuttle service provided

    Attire: Party Attire

  • ONLINE REGISTRATION FOR DEMA SHOW

    is Now openRegister today for DEMA Show 2012 and join the thousands of industry leaders who come to DEMA Show each year to see their people and explore their passion. Be united with old friends, new contacts and the entire dive industry while you immerse yourself in four days of results-oriented education offering strategies and solutions essential for a successful business.

    Register Today at www.demashow.com/register!

    BOOK YOUR HOTEL AND SAVE!To save the most on your DEMA Show 2012 experience, book your hotel accommodations in the official DEMA Show hotel block! Those booking within the block receive:

    Discounted rates on convenient hotels.

    A $15 discount on your DEMA Show Attendee registration pricing. The $15 DEMA Show registration savings is available only by booking hotel reservations through the official DEMA block by October 9, 2012.

    Complimentary shuttle service between Harrahs Las Vegas and DEMA Show 2012 in the Sands Expo Center. Shuttle riders must show Harrahs key card to board.

    DEMA MEMBERS REGISTER EARLY AND SAVE!Members who register before October 9 save on their DEMA registration fees, so dont wait, register today!

    HArrAHS HOTEL (Host Hotel)

    3475 Las Vegas Blvd. South Las Vegas, NV 89109

    1.800.214.9110 1.702.369.5000

    $50 weekday/night plus tax $99 weekend/night plus tax

    group code: SHDEM2

    vENETiAN HOTEL

    3355 Las Vegas Blvd. South Las Vegas, NV 89109

    1.866.659.9643 1.702.414.1000

    $189/night plus tax

    group code: VDEMA

    MEMBERSHIP HAS

    ITS PRIVILEGES

    DEMA Members save up to $125 per registration. To join DEMA and take advantage of member savings and other year-round benefits, contact [email protected] or 858.616.6408.

    Members can also take advantage of the Member and VIP Member Lounges located at the front of the show floor and reserved exclusively for members to take a break or network with other members.

    Money raised at DEMA Show provides business benefits to you as a DEMA Member, promotes recreational diving, protects access to your favorite dive sites and helps you thrive. DEMA is a non-profit trade association and dollars raised by DEMA are invested back into the industry to reach more diving customers for DEMA Members.

    Notice regarding unauthorized Housing Providers

    You may have been contacted by an unauthorized hotel/housing provider purporting to service the DEMA trade show. Please note: Because these room pirates are often unable to provide DEMA Show attendees and exhibitors with complete service, DEMA works to prevent the unauthorized contact of DEMAs trade customers as well as the inappropriate use of exhibitor names and the DEMA name. Please be assured that DEMA is committed to providing you quality services to make your DEMA Show experiences positive, and we will vigorously pursue these organizations to prevent unauthorized contact.

    visit www.demashow.com for travel discounts and book early!

    Register Today at www.demashow.com/register 15

  • c/o National Trade Productions, Inc.313 South Patrick StreetAlexandria, VA 22314

    There is no other event in the world that brings together the entire industry in one place like DEMA Show it is clearly where you need to be for the face-to-face business, educational and networking opportunities that are crucial for a successful business.

    ThIS IS YoUR INDUSTRY AND YoUR EVENT.

    Register Today at www.demashow.com/register

    Act today to be a part of the only trade-only event dedicated to the business of diving!

    Attend DEMA Show 2012 for: Thousands of dollars in show-only specials from hundreds of exhibitors

    Free resources to help you take charge of your business success

    Hundreds of industry-focused seminars sponsored by DEMA and DEMA Show exhibitors

    Unique opportunities to meet and network with others in the dive industry

    Environmentally responsible: 50% recycled, 15% post-consumer, Elemental Chlorine-Free (ECF). Acid-free manufacturing process.

    SOY INK