Well, after reading what has been posted, we can see the problem with DEMA. It isn't being treated as a business show. It is a party for some people and just a stop on the way to go diving for others.
I have been attending the show since 1983 and it used to be a place where manufacturers introduced new ideas and products. They "tested the waters' as far as new products were concerned to see if the shops could sell a new concept.
Unfortunately, if those products weren't already into full production, they weren't ready for distribution until around May, June or July... WAY too late for most of the bigger diving markets. On the other hand, if they did come to the show with a new product backed by a warehouse full of stock and that new item turned out to be a dud, the manufacturer was stuck with a ton of "junk" that they had to try to dump to get some of their money back on.
During those early years, DEMA specials were actually specials that you could only get by attending the show. Even the smallest dive store could save at least the cost of attending by making smart purchases. Today, the "specials" are offered to everyone in mass mailings a week or so before and after the show. That alone takes away one business incentive for attending.
Ok ... what about the time of year? Many major manufacturers had moved to fall as a time to introduce booking programs and the new products that are coming out in the spring (as long as the sales force can get enough booking orders). It turns out that it is also an excellent time of year to offer the shops closeouts on the stuff that didn't move during the height of the diving season ... just in time for Christmas sales. Come the January DEMA show, many of the shops were already booked up and didn't have any "open to buy" left ... even though most of their stuff, with the exception of last year's items, hadn't hit their door yet. They couldn't buy anything because they knew that their trusted major manufacturer will be delivering all those back-orders "any time now".
And what about the parties/entertainment. The show put on by the manufacturers was a real party as well. Remember when the DEMA banquet was FREE? Yup, they would regularly set out at least one spread every year open to all attendees. I remember one year in new Orleans when DEMA had boat loads of crawdads, shrimp, french bread and all the soda, wine and beer you could drink. Last year you had to pay go get in! Oh, and don't forget the entertainment. Underwater celebs regularly introduced their latest works at the shows. I remember my first show watching a magnificent six projector slide presentation followed by Jack McKinney's latest production (which, by the way, caught fire on the projector). It inspired us so much that we set up a photo department in the store that year. And who can forget seeing the diving short in Las Vegas with, a then relatively unknown, PeeWee Herman. Followed for several years by a comedian doing intro to diving videos that were made available to all dive stores for little to nothing. Yes, our entertainment was aimed at improving the diving industry ... but it was paid for by the manufacturers. They had a right!
Now, comes the October show. It just makes sense for the manufacturers and stores. The dive stores are, hopefully sitting with a fat wallet from a successful diving season. Manufacturers can introduce new stuff with no fear that they will not be able to get it out the door in time for next spring. Plus, they still have some time to make changes that the dealers want if the new item isn't quite up to snuff. Stores can pick up on closeouts in time for Christmas sales.
Bottom line ... is DEMA going to make it? Not the DEMA that we see today. Oh, there will be a show. But the organization that puts it on will have to make some drastic changes or it will be taken over by someone else. There was already an announcement of a totally different show in January of 2006 put on by someone else. But ANY show will require a return to basic business show ideas. Dive stores will have to quit using the show as a reward for more students taught, more dives led or the most money spent and just bring qualified buyers. Exhibitors will have to quit charging attendees to come in and buy from them. and Manufacturers will have to quit spending exorbitant amounts of money trying to have the biggest, sexiest or most high tech booth space on the show floor. One un-named company spent in excess of $200,000 at Miami in show costs! Ridiculous!!! Buyers and sellers both need to come to work ... not just to play.
(stepping down from soapbox)
Just my $.02
Ray Contreras
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www.ossystems.com
