What's the deal with DEMA?

I've never been to DEMA, although I've heard a lot about it.
I'm still not completely clear on what exactly DEMA's role is in the diving world.
I have a few questions and I'm hoping somebody can answer them.

When did DEMA start?
Why did it start?
Who started it and who were they in the world of diving?
What was their role then?
What is their role now?
How does DEMA affect me as a regular sport diver?

I also hear a lot of people talking smack about DEMA, what's that all about?
And I hear people praise DEMA, what's that about?
All I really know about DEMA is it's a big diving trade show in Las Vegas and all the manufacturers get to show their new stuff to the retailers, and it's closed to the general public. Sounds pretty straight forward to me. Is there more to than that?
I've read a lot about allegations of corruption, mismanagment, etc. *If* DEMA is so large and powerful in the diving world then how exactly are they large and powerful beyond the annual show? In other words if they are a major controlling entity in the universe of diving then what are they controlling and how are they controlling it?

How can they have that big of an impact to get so many people that upset, and specifically, how does it affect diving at the street level (beach level) and the general diving population who have no idea what DEMA is or that it even exists?

Thank you

Start here: DEMA.org

I try to go to the "show" once every ten years or as necessary.

The continuing education break outs aside, you just get to fondle the stuff that you received emails about from manufacturers and sales reps.

It is also fun for some as it is a "social" occasion. I really don't drink,
so for me it's useful to go and see who is still alive from the pre-historic days of diving.

The internet is having a similar effect on the DEMA show as it has on the LDS

In other words if they are a major controlling entity in the universe of diving then what are they controlling and how are they controlling it?

How can they have that big of an impact to get so many people that upset, and specifically, how does it affect diving at the street level (beach level) and the general diving population who have no idea what DEMA is or that it even exists?

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1) The tail is actually wagging the dog. The dog (the DEMA member/exhibitors) isn't really that big (compared
to the rest of the retail world) but the tail part is an incredibly small "thing" with apparent super powers

2) Because we have very little that really matters on our minds, being at the
retail end of this troubled industry sucks way bad, there has to be a relief valve and target

3) You haven't seen all the well conceived promotional adverts for SCUBA on TV?

I did go to DEMA.org but that really didn't tell me anything other than "become a member".
How is becoming a member going to improve my life?
I was more curious about the derogatory or dark side that people talk about and why it has such a huge impact.

If you have access to Business to Business, see the Unified Dive Industry subforum. Go back about 3 years and read those threads. That will keep you busy for the rest of the day.

If you don't have access, ask for it. All of the recent history is there.

DEMA started out as the Dive Equipment and Manufacturers Association. It is now the Dive Equipment and Marketing Association. It used to be a trade show where retailers could see new gear that was being introduced, pick up new lines, get good deals, etc. It is now mostly a travel show. The travel booths have taken over. While some people really like that, it's not what everyone likes, thus the difference of opinion. It's held both in Las Vegas and Orlando (it was in Orlando last year). It has been held in Houston but that was several years ago. I've been going for several years now and it has shrunk dramatically in size. I'd guess it was about half the size this past year that it was about 5 years ago. Just not as many vendors as there used to be. I go mainly to attend some seminars (which are also diminishing in availability) and network with other dive industry professionals. It's basically a good time for those of us active in the industry to get out and see a lot of old friends and make new friends.

DEMA is a trade show that shows everything ans sells nothing. Admission is limited to dive professionals, shop owners and exhibitors. It is a terrific trade show and very informative. Lots of good classes and tutorials, but it's not a typical "Scuba and travel show." I have been twice. That may have been enough.
DivemasterDennis

I have been to DEMA and had a great time but I think it would be wise if the entity know as DEMA would open its closed doors to the people and show them what is what and new coming out. Not be so old fashioned and get old tired diver's talking and get new people to look at and see that diving is just not an all boys club and get people into class.
I find it funny that in some ways diving is like The Illuminati or some other fraternal organization in new comers or people that just dont know better, now that is a little over the top but the reaction I get from time to time can seem like this.
But I say this open trade shows up like DEMA to the general public but keep the class' and dealer special events closed door that way maby shops can find ways to do busness and see what their divers want.
I plan on going to a US DIVE SHOW some time in the future as they are growing and their are seven shows to hit all over the country side and I have not been to one yet.
So this is my two cents.

Eric Sedletzky:

How does DEMA affect me as a regular sport diver?

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It doesn't. As non professional divers, you and I aren't welcome at DEMA.

Avonthediver:

But I say this open trade shows up like DEMA to the general public.....

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You're assuming that these commercial wholesale guys (the booth staff) haven't already sold their souls to the Illuminati to avoid any contact with the General Public (retail). The most of them dislike F2F with commercial buyers enough, already. The big highlight of the show is when the occasional hottie model is hired or, in case of prior co-locations with the Surf Expo Show, it's when the girls from Porn:gorgeous:Star brand beach clothing swivel through. Otherwise, to say they are jaded would be as much of an understatement as it would be understandable and forgivable.

Avonthediver:

But I say this open trade shows up like DEMA to the general public...that way maby shops can find ways to do busness and see what their divers want.

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It is already open to the shops, meaning anyone who is allowed to register under their corporate name & address. Trouble is, most dive shops cant afford the trip, they're already being appropriately pre-ignored by their manufacturer's representatives, and they all order off the manufacturer by internet if they're really in the game in any fashion.

Travel? Unless you're booking 10 or more at a resort or buying out a liveaboard, you simply do not exist. These booth guys talk to shop owners or resellers. Onesy twosies? That is the job of who they are talking to already at DEMA.

Equipment? Your shop better have an existing account on file with them. They will not talk about selling you anything. They can not complete a retail sale there or afterwards. That's what dive shops are for- to deal with us common folk.

Actually, the most interesting thing to me is when some starry-eyed inventor rents a booth space and sets up the patented prototype of some fabulously good to goofy gadget is put on display. He is looking to sell it, get a backer, or maybe license it. There has been some absolutely whacko stuff, including the indoor dive-park guy and hydraulic assist fins with leg brace like attachments. Don't laugh, the underwater fishing pole actually got off the ground... for a moment.

Avonthediver:

I find it funny that in some ways diving is like The Illuminati or....

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Watch it pal, [-]We[/-] They can find you ~ even in Arkansas.

RoatanMan nailed it....