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- 10,954
- Reaction score
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Cline's Diving Industry Survey Results
Just like last quarter, a small indication of a possible rebound was seen among retailers when asked to forecast their 3rd quarter 2009 gross revenues.
> Overall, retailers responded as follows for an INCREASE in their 3rd quarter outlook for gross revenues:
Eastern US: +27%
Central US: +34%
Mountain US: +22%
Pacific US: +31%
As shown, retailers in the US Mountain timezone are still the LEAST optimistic (same as last quarter), while retailers in the Central region of the US are the MOST optimistic about their 3rd quarter '09 Gross revenues increasing.
> Independent Instructors posted a modest drop in certification numbers as well indicating a -7.1% loss in the 2nd quarter of 2009. However, they are less optimistic than the first quarter that their 3rd quarter certification numbers will increase over 2008.
Summary:
> Internationally, businesses by region responded as follows for an projected INCREASE in their 3rd quarter gross revenues:
Other Regions: +35%
Carib/S. Amer: +29%
USA: +25%
> When looking at a combined response for travel related companies (resorts, wholesalers & liveaboards), the average company posted a -6.5% loss in their 2nd quarter 2009 gross revenues as compared to the same period in 2008.
Their outlook is equally depressed, as only 26.7% (up from 18% in the 1st Q) of all travel companies indicated they expect increases revenues in the 3rd quarter of 2009.
Second Quarter 2009 Dive Business Survey
Cline's second quarter 2009 Dive Industry Survey is in and a total of 267 dive businesses responded to this survey and indicated the following results:
All dive businesses saw, on average, a -6.2% decrease in their gross revenues for the 2nd quarter 2009 versus the same period in 2008.
Retailers specifically were down, reporting a -3.3% decrease in their overall gross revenues in the 2nd quarter of this year.
New certifications were also down as retailers posted an average decline of -8.8%.
Independent instructors also posted a -7.1% decrease in certifications.
Dive travel sales were down -13.4% specifically for retailers.
Dive equipment sales were also off, as retailers posted a -9.4% decline in sales.
91.0% of the retailer respondents were from the USA.
95.4% of the retailer respondents were the facility owner or manager.
As shown in the last 'DEMA Show Table' 55.5% of the retailer respondents indicated they are planning on either attending or exhibiting at the show this fall.
Interestingly, reported gross change in dollars varied by those retailers that are planning on attending DEMA versus those that are not. Retailers that indicated they are planning to Attend DEMA actually posted a 2nd Quarter gain of 2.3% in their Gross Revenues. Versus retailers that indicated they are not planning to attend DEMA posted a –14.3% drop in their 2nd Quarter revenues.
Each business category responded as follows for their Gross Income change in the 2nd quarter 2009 versus the same period in 2008: (for categories over 10 respondents):
--- Gross Revenues Table
...........key to below data..........
1) Business Classification
2) 2nd Q 09 % Change
3) Number Reporting
4) % of Whole
Dive Retailers
-3.3%
130
48.7%
Independent Dive Instructors (# certs)
-7.1%
47
17.6%
Dive Resort or Resort-Based Dive Operators
-6.8%
26
9.7%
Dive Wholesaler/Agent or US Booking Office
11.6%
11
4.1%
Dive Related Manufacturers
-11.3%
24
9.0%
Dive Liveaboard Boat or Charter Boat
n/a
8
3.0%
Dive Related Media, Publication, Website
n/a
4
1.5%
Dive Training Agency
n/a
0
0.0%
All Other Industry Professionals
-9.2%
17
6.4%
All Averaged/Total Respondents
-6.2%*
267*
100%
* Above overall reported averages are adjusted averages for all business classifications, including those classifications indicated as 'n/a' (a classification in which the responses are too low to calculate accurate category averages but applied to the overall averages and totals).
Dive Retailer's 2nd Quarter Gross by Time Zone in the USA:
> Dive Retailers residing in the Mountain Time Zone responded with the largest decrease in gross revenues for the 2nd quarter of 2009. While dive retailers in the Central Time Zone posted a slight increase in gross revenues as shown:
Retailer Income Table 2nd Q '09
1) Retailers' Time Zone (shows counts)
2) Gross Revenues
3) New Certs.
4) Travel Revenues
5) Equipment Revenues
Mountain Time Zone (9)*
-10.9%
-22.7%
-6.6%
-15.7%
Eastern Time Zone (58)
-5.8%
-12.6%
-15.2%
-10.3%
Central Time Zone (35)
3.6%
2.2%
-15.1%
-8.6%
Pacific Time Zone (16)*
-2.6%
-15.5%
-10.1%
-5.5%
* Caution should be exercised when interpreting data from fewer than 20 retailers. Mountain Time Zone specifically has a very low count, making the probability of high error rates likely.
Dive Retailer's 3rd Quarter Revenues Projections:
> Just like the 1st Quarter survey, there is an improvement in the outlook for gross revenues increasing by a meager 4% versus the first quarter survey. This still indicates a very slow possible recovery, although nothing astounding. Slow rebound is how retailers feel about the 3rd quarter. However, travel certs and equip sales optimism remains very low:
Retailers' 3rd Q Forecasts
3rd Q Increase
3rd Q Decrease
3rd Q Same
Gross Revenues
30.0%
39.2%
26.2%
Dive Certification Numbers
26.2%
40.0%
26.9%
Dive Travel Revenues
11.5%
43.9%
33.9%
Equipment Sales Revenues
23.9%
44.6%
24.6%
> When asked about the upcoming DEMA show in Orlando this year, respondents indicated the following results when asked if they were planning on attending or exhibiting:
DEMA Show Table
1)Business Classification
2)Planning to Attend or Exhibit
3)Not Sure at this Point
4)Not Planning to Attend or Exhibit
Retailers (130)
55.4%
16.9%
26.9%
Independent Instructors (47)
46.8%
23.4%
23.4%
Travel Related Businesses (45)
60.0%
8.9%
26.7%
All Businesses Combined (267)
55.4%
18.0%
23.6%
As shown, overall, there is support for the show in terms of attending and/or exhibiting, especially among the key retailer group.
See previous reports here:
Welcome to Cline Group's Dive Site
Dear Industry Professional: Thanks for subscribing to the diving industry's only independent diving research newsletter. This quarterly email newsletter is sent out to the industry at no charge, in an attempt to disseminate diving research to our industry's professionals.
I hope you will read each one, send me questions or challenges. Thanks again for subscribing, and I look forward to hearing your comments from time-to-time.
Best Regards,
William Cline
President
Cline Group Advertising & Marketing, Est. 1990.
All data and text (c) 2009 William Cline/Cline Group, Inc.
Reprint Rights are Given as Long As this Above Source is Credited.
The Diving Industry's Only Marketing, Advertising and Research Firm with 17 years of marketing diving worldwide. Find out how we can help your company at Cline Group Interactive
Subscribe to this survey/report at Contact William Cline, Cline Group for Scuba diving marketing, research, advertising and consulting services
Just like last quarter, a small indication of a possible rebound was seen among retailers when asked to forecast their 3rd quarter 2009 gross revenues.
> Overall, retailers responded as follows for an INCREASE in their 3rd quarter outlook for gross revenues:
Eastern US: +27%
Central US: +34%
Mountain US: +22%
Pacific US: +31%
As shown, retailers in the US Mountain timezone are still the LEAST optimistic (same as last quarter), while retailers in the Central region of the US are the MOST optimistic about their 3rd quarter '09 Gross revenues increasing.
> Independent Instructors posted a modest drop in certification numbers as well indicating a -7.1% loss in the 2nd quarter of 2009. However, they are less optimistic than the first quarter that their 3rd quarter certification numbers will increase over 2008.
Summary:
> Internationally, businesses by region responded as follows for an projected INCREASE in their 3rd quarter gross revenues:
Other Regions: +35%
Carib/S. Amer: +29%
USA: +25%
> When looking at a combined response for travel related companies (resorts, wholesalers & liveaboards), the average company posted a -6.5% loss in their 2nd quarter 2009 gross revenues as compared to the same period in 2008.
Their outlook is equally depressed, as only 26.7% (up from 18% in the 1st Q) of all travel companies indicated they expect increases revenues in the 3rd quarter of 2009.
Second Quarter 2009 Dive Business Survey
Cline's second quarter 2009 Dive Industry Survey is in and a total of 267 dive businesses responded to this survey and indicated the following results:
All dive businesses saw, on average, a -6.2% decrease in their gross revenues for the 2nd quarter 2009 versus the same period in 2008.
Retailers specifically were down, reporting a -3.3% decrease in their overall gross revenues in the 2nd quarter of this year.
New certifications were also down as retailers posted an average decline of -8.8%.
Independent instructors also posted a -7.1% decrease in certifications.
Dive travel sales were down -13.4% specifically for retailers.
Dive equipment sales were also off, as retailers posted a -9.4% decline in sales.
91.0% of the retailer respondents were from the USA.
95.4% of the retailer respondents were the facility owner or manager.
As shown in the last 'DEMA Show Table' 55.5% of the retailer respondents indicated they are planning on either attending or exhibiting at the show this fall.
Interestingly, reported gross change in dollars varied by those retailers that are planning on attending DEMA versus those that are not. Retailers that indicated they are planning to Attend DEMA actually posted a 2nd Quarter gain of 2.3% in their Gross Revenues. Versus retailers that indicated they are not planning to attend DEMA posted a –14.3% drop in their 2nd Quarter revenues.
Each business category responded as follows for their Gross Income change in the 2nd quarter 2009 versus the same period in 2008: (for categories over 10 respondents):
--- Gross Revenues Table
...........key to below data..........
1) Business Classification
2) 2nd Q 09 % Change
3) Number Reporting
4) % of Whole
Dive Retailers
-3.3%
130
48.7%
Independent Dive Instructors (# certs)
-7.1%
47
17.6%
Dive Resort or Resort-Based Dive Operators
-6.8%
26
9.7%
Dive Wholesaler/Agent or US Booking Office
11.6%
11
4.1%
Dive Related Manufacturers
-11.3%
24
9.0%
Dive Liveaboard Boat or Charter Boat
n/a
8
3.0%
Dive Related Media, Publication, Website
n/a
4
1.5%
Dive Training Agency
n/a
0
0.0%
All Other Industry Professionals
-9.2%
17
6.4%
All Averaged/Total Respondents
-6.2%*
267*
100%
* Above overall reported averages are adjusted averages for all business classifications, including those classifications indicated as 'n/a' (a classification in which the responses are too low to calculate accurate category averages but applied to the overall averages and totals).
Dive Retailer's 2nd Quarter Gross by Time Zone in the USA:
> Dive Retailers residing in the Mountain Time Zone responded with the largest decrease in gross revenues for the 2nd quarter of 2009. While dive retailers in the Central Time Zone posted a slight increase in gross revenues as shown:
Retailer Income Table 2nd Q '09
1) Retailers' Time Zone (shows counts)
2) Gross Revenues
3) New Certs.
4) Travel Revenues
5) Equipment Revenues
Mountain Time Zone (9)*
-10.9%
-22.7%
-6.6%
-15.7%
Eastern Time Zone (58)
-5.8%
-12.6%
-15.2%
-10.3%
Central Time Zone (35)
3.6%
2.2%
-15.1%
-8.6%
Pacific Time Zone (16)*
-2.6%
-15.5%
-10.1%
-5.5%
* Caution should be exercised when interpreting data from fewer than 20 retailers. Mountain Time Zone specifically has a very low count, making the probability of high error rates likely.
Dive Retailer's 3rd Quarter Revenues Projections:
> Just like the 1st Quarter survey, there is an improvement in the outlook for gross revenues increasing by a meager 4% versus the first quarter survey. This still indicates a very slow possible recovery, although nothing astounding. Slow rebound is how retailers feel about the 3rd quarter. However, travel certs and equip sales optimism remains very low:
Retailers' 3rd Q Forecasts
3rd Q Increase
3rd Q Decrease
3rd Q Same
Gross Revenues
30.0%
39.2%
26.2%
Dive Certification Numbers
26.2%
40.0%
26.9%
Dive Travel Revenues
11.5%
43.9%
33.9%
Equipment Sales Revenues
23.9%
44.6%
24.6%
> When asked about the upcoming DEMA show in Orlando this year, respondents indicated the following results when asked if they were planning on attending or exhibiting:
DEMA Show Table
1)Business Classification
2)Planning to Attend or Exhibit
3)Not Sure at this Point
4)Not Planning to Attend or Exhibit
Retailers (130)
55.4%
16.9%
26.9%
Independent Instructors (47)
46.8%
23.4%
23.4%
Travel Related Businesses (45)
60.0%
8.9%
26.7%
All Businesses Combined (267)
55.4%
18.0%
23.6%
As shown, overall, there is support for the show in terms of attending and/or exhibiting, especially among the key retailer group.
See previous reports here:
Welcome to Cline Group's Dive Site
Dear Industry Professional: Thanks for subscribing to the diving industry's only independent diving research newsletter. This quarterly email newsletter is sent out to the industry at no charge, in an attempt to disseminate diving research to our industry's professionals.
I hope you will read each one, send me questions or challenges. Thanks again for subscribing, and I look forward to hearing your comments from time-to-time.
Best Regards,
William Cline
President
Cline Group Advertising & Marketing, Est. 1990.
All data and text (c) 2009 William Cline/Cline Group, Inc.
Reprint Rights are Given as Long As this Above Source is Credited.
The Diving Industry's Only Marketing, Advertising and Research Firm with 17 years of marketing diving worldwide. Find out how we can help your company at Cline Group Interactive
Subscribe to this survey/report at Contact William Cline, Cline Group for Scuba diving marketing, research, advertising and consulting services
