DEMA Show 2012 Conference Brochure by NTP

Discover the latest innovations, destinations and strategies at the ONLY international trade-only event for the diving, action watersports and travel industries.

NOVEMBER 14–17, 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 Show’s 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 place

is 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 —

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.facebook.com/demashow

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2 DEMA SHOW � NOVEMBER 14–17, 2012 � SANDS EXPO CENTER � LAS VEGAS, NV

www.twitter.com/dema_show

On Instagram: @demashow

www.linkedin.com/company/dema-org

DON’T MISS THE ONLY TRADE-ONLY SHOW DESIGNED JUST FOR YOU — The Dive Industry Professional

Schedule-at-a-Glance Tuesday, November 13

Friday, November 16

8:00 AM – 6:00 PM....... Exhibitor Registration 10:00 AM – 6:00 PM..... Attendee Registration 8:00 AM – 6:00 PM....... Exhibitor Sponsored Seminars 4:30 PM – 5:30 PM........ Exhibitor Appreciation 2-for-1 Happy Hour

Wednesday, November 14 6:45 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 Session 10:00 AM – 6:00 PM..... Exhibit Hall Open 11:00 AM – 4:30 PM..... Shuttle Bus Runs (limited service) 11:00 AM – 4:45 PM..... DEMA Sponsored Seminars 4:30 PM – 7:00 PM........ Shuttle Bus Runs (full service)

Thursday, November 15 7:30 8:00 8:00 8:30

AM AM AM AM

– – – –

11:00 AM..... Shuttle Bus Runs (full service) 6:00 PM....... Registration 6:00 PM....... Exhibitor Sponsored Seminars 9:45 AM....... DEMA Member Update & Annual Meeting 10:00 AM – 6:00 PM..... Exhibit Hall Open 11:00 AM – 4:30 PM..... Shuttle Bus Runs (limited service) 11:00 AM – 4:45 PM..... DEMA Sponsored Seminars 4:30 PM – 7:00 PM........ Shuttle Bus Runs (full service)

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 ...... Espresso Education Session 10:00 AM – 6:00 PM .... Exhibit Hall Open 11:00 AM – 4:30 PM .... Shuttle Bus Runs (limited service) 11:00 AM – 4:45 PM..... DEMA Sponsored Seminars 4:30 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 17 7:30 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 Sessions 10:00 AM – 12:00 PM... 2020 Vision Brainstorming Session 10:00 AM – 5:00 PM..... Exhibit Hall Open 10:30 AM – 3:30 PM..... Shuttle Bus Runs (limited service) 1:00 PM – 2:15 PM........ Special Session 3:30 PM – 6:00 PM........ Shuttle Bus Runs (full service)

THANK YOU TO OUR DEMA SHOW 2012 SPONSORS

Booth #629

Booth #1228

Booth #1338 Booth #2623

Booths #823, #1023

Booth #3131

Booths # 2735, #2835

Booth #3026

Booth #1428

Booth #528

Booth #2127

DEMA SHOW Exclusives I-Café

Get connected right on the show floor. Sponsored by: United

New 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.

Scuba Demonstration Pool

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

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.

Image Resource Center

The 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.

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

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

When the Ship Hits the Sand

Stop 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.

4 DEMA SHOW � NOVEMBER 14–17, 2012 � SANDS EXPO CENTER � LAS VEGAS, NV

Take advantage of SHOW-ONLY promotions and specials!

DEMA SHOW 2012 Exhibit Floor 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: Air Station Equipment Airlines and Charter Services Boats and Marine Products Computers and Software Products Cylinders and Valves Dive and Adventure Travel Destinations Dive and Ocean Sports Apparel and Swimwear Dive Training and Instructional Materials Diving, Snorkeling and Ocean Sports Gear Equipment and Accessories Financial Services and Planning Hotels and Resorts Merchandising and POP Displays Metal Detectors Ocean/Underwater Themed Lifestyle Products and Accessories

Paddle Sports Equipment Regulators and Breathing Apparatus Retail Aids and Equipment Safety and Research Organizations Scuba Tour Operators and Boat Operators Small Business Products and Services Sports and Lifestyle Apparel Suncare Products Support Products and Services Travel Accessories Underwater Communications Equipment Underwater Lights Underwater Photography and Videography Underwater Vehicles Windsurfing Equipment

EXHIBIT HALL HOURS Wednesday, November 14

Thursday, November 15

Friday, November 16

Saturday, November 17

10:00 AM – 6:00 PM

10:00 AM – 5:00 PM

Track 1 Understanding Your Customer

2012 DEMA SPONSORED SEMINARS

Track 2 Better Business Performance

Track 3 Strategies to Acquire New Divers

Track 4 Strategies to Retain Your Current Customers

Espresso and special sessions

Wednesday, November 14 Room: 503/504

8:30 AM – 9:45 AM

ROOM: 505/506

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

Thursday, November 15 Room: 503/504

Friday, November 16

ROOM: 505/506

DEMA Member Update and Annual Meeting Speaker: Tom Ingram, Executive Director, DEMA

Room: 503/504

ROOM: 505/506

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

11:00 AM – 11:45 AM

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

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

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

Promoting Partnerships Speaker: Barbara Wold, CEO, Barbara Wold International

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

Growing in Challenging Times Speaker: Larry Mersereau, President, PromoPower LLC

2:00 PM – 2:45 PM

Optimizing Google Places to Get More Visibility Speaker: 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 SELLS Speaker: Larry Mersereau, President, PromoPower LLC

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

Generating Return Website Traffic Speaker: Rick Segel, President, Rick Segel & Associates

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

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

Mobile Marketing: What You Need to Know Speaker: 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 Dollars Speaker: Jim Ackerman, Marketing Coach, Ascend Marketing, Inc.

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

Using Google’s Pay per Click and Remarketing to Make More Money Speaker: Steve Huskey, Client Relations Consultant, ReachLocal

The Power of Pinterest Speaker: 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 Yourself Speaker: Larry Mersereau, President, PromoPower LLC

Turning Viral Ideas into Viable Rewards Speakers: 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 Deprived Speaker: Rick Segel, President, Rick Segel & Associates

3:00 PM – 3:45 PM

4:00 PM – 4:45 PM

Saturday, November 17 8:30 AM – 9:45 AM Lionfish Invasion Update 2012 Room: 503/504 Speaker: Lad Akins, Director of Special Projects, Reef Environmental Education Foundation

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

6 DEMA SHOW � NOVEMBER 14–17, 2012 � SANDS EXPO CENTER � LAS VEGAS, NV

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

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

Seminars, dates, times and rooms subject to change.

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: 503/504

Can 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 Divers Room: 503/504

Collaboration 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 Performance Keep Them Coming Back — How to Provide Outstanding Customer Service in Your Dive Business Room: 505/506

We 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 Divers Optimizing Google Places to Get More Visibility Room: 503/504

Attendees 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 Customer Show Me the Money! Room: 505/506

Marketing is a contest for people’s attention. Getting people’s 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. It’s 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 Performance Social Media and Search Marketing: Visibility and Discoverability, the Magic Formula Room: 503/504

The 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 you’re 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 Customers Having a High Touch Business in a High Tech World Room: 505/506

We have so many ways to send mass emails and tweets and to utilize hightech “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 oldschool personal interaction. Speaker: Stacy Garrett, Senior Account Executive, Southwick Specialty Advertising

4:00 PM – 4:45 PM Track 3 — Strategies to Acquire New Divers Using Google’s Pay per Click and Remarketing to Make More Money Room: 503/504

Attendees 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 Divers The Power of Pinterest Room: 505/506

Pinterest is a pinboard-style social photo sharing website. The service allows users to create and manage theme-based image collections. The site’s 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 Meeting Room: 503/504

Network with fellow industry leaders and DEMA Members and get an update on how DEMA has been working to help our Members and our Industry. Don’t 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 Owner Room: 503/504

Attendees 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 Divers Promoting Partnerships Room: 505/506

Use your neighbors to grow your business. Today’s 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

Track 2

Track 3

Track 4

Understanding Your Customer

Better Business Performance

Strategies to Acquire New Divers

Strategies to Retain Your Current Customers

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 Divers Should I Advertise There? Room: 503/504

Espresso and special sessions

Track 3 — Strategies to Acquire New Divers PR: Making a Name for Yourself Room: 505/506

This 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. We’ll 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

Almost 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

8:30 AM – 9:45 AM

Track 2 — Better Business Performance Customer Service That SELLS Room: 505/506

Espresso Education Session Evolving Social Media Realities: What You Need to Know Room: 503/504

The 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. We’ll look at both in-store and online experiences that make them buy more and more often. We’ll look at how to build relationships so you’re the only dive shop they even consider when it’s time to buy, repair or refill. Speaker: Larry Mersereau, President, PromoPower LLC

Friday, November 16

You’ve set up your Facebook page, you’ve started tweeting, you’ve 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

3:00 PM – 3:45 PM

11:00 AM – 11:45 AM

Track 3 — Strategies to Acquire New Divers Mobile Marketing: What You Need to Know Room: 503/504

Track 3 — Strategies to Acquire New Divers Grow Your Business with the 30-Day Marketing ACTION Plan Room: 503/504

Over 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 Customer No One Speaks My Language! Now What? Room: 505/506

Sometimes 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 Performance The Power of Add-on Sales — “Supersize Your Sales” Room: 503/504

Listen to how you can capitalize on each customer’s purchase and increase their total sale. It may seem so easy at McDonald’s, 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

Odds are your marketing plan isn’t 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 DEMA’s 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 Times Room: 505/506

If 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. We’ll look at possible growth strategies and how each is affected by the public’s tendency to commoditize everything. We’ll get real about seasonal and situational pricing, to make sure you’re 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 Divers Drop Your Hook Where Your Future Customers Are Room: 503/504

Finding 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 14–17, 2012 � SANDS EXPO CENTER � LAS VEGAS, NV

Track 4 — Strategies to Retain Your Current Customers Generating Return Website Traffic Room: 505/506

What’s 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 Dollars Room: 503/504

Now any dive center can take advantage of the power of television to drive business. It’s 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 Performance Creative Financing for Your Business Room: 505/506

Businesses 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 Customer Turning Viral Ideas into Viable Rewards Room: 503/504

You 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 Performance Visual Merchandising Secrets for the Artistically Challenged and Financially Deprived Room: 505/506

Visual 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 don’t 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

Espresso Education Session The ADA, Swimming Pools & Your Business! Room: 505/506

The 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. We’ll also clarify the muchtalked about swimming pool lift requirements. Finally, we’ll 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 PM SPECIAL Session Moving toward 2020: Developing a Strategic Vision for the Recreational Diving Industry Room: 503/504

In 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 industry’s 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: 505/506

Saturday, November 17 8:30 AM – 9:45 AM Espresso Education Session Lionfish Invasion Update 2012 Room: 503/504

This 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

Seminars, dates, times and rooms subject to change.

EXHIBITOR SPONSORED SEMINARS As of 7/24/12

TUESDAY, November 13 8:00 AM – 5:00 PM Visual Cylinder Inspector and Visual Cylinder Inspector Refresh

PSI-PCSI, Inc. 9:00 AM – 6:00 PM AUP Open Circuit Technician Course

Oceanic Worldwide 10:00 AM – 5:00 PM Hollis Prism 2 CCR Service Technician Course

Oceanic Worldwide

10:30 AM – 12:30 PM Valve Repair Technician

PSI-PCSI, Inc. 11:00 AM – 12:00 PM PADI Analox Complete Gas Analysis Distinctive Specialty

Analox Sensor Technology Increase Their Bottom Time, Increase Your Bottom Line — Whites Fusion Plus Center Program

8:00 AM – 9:00 AM Oceanic Buyers Program

Oceanic Worldwide 8:00 AM – 10:00 AM

PADI The Magic of Anilao

PADI

Philippine Department of Tourism

Sipadan Water Village

Oceans Classroom

Sipadan Water Village Resort

Scuba Schools International SEA&SEA Creative Lighting for Everyone

TUSA 3:00 PM – 5:00 PM

Breatheology by Stig Avall Severinsen, PhD in Medicine

NAUI Worldwide Member Update and Awards

Breatheology.com Top 10 Website Mistakes PADI Standards

PADI

NAUI Worldwide 3:15 PM – 4:15 PM Chronic Diseases and Safety of Diving: Results from the DAN Members Health Survey

Divers Alert Network (DAN)

Scuba Schools International 4:00 PM – 6:00 PM

20 Years of Protecting Our Ocean Planet — One Dive at a Time

12:00 PM – 1:00 PM

DUI: Drysuit Measuring & Fit Clinic

Diving Unlimited International, Inc.

PADI

Diver Acquisition

Scuba Schools International

Excelling in Niche Markets

PADI 9:00 AM – 5:00 PM Advanced/Expert Seminar 2–Day — Option 1

Mares Diving 9:00 AM – 6:00 PM AUP Open Circuit Technician Course

Oceanic Worldwide 10:00 AM – 11:00 AM Risk Management: Preparing for the Worst Case Scenario

PADI Secrets to Social Media Success

PADI 10:00 AM – 12:00 PM New 2012 SSI Open Water Diver Program

12:45 PM – 1:45 PM Thermal Stress and Protection

Divers Alert Network (DAN) 1:00 PM – 2:00 PM Jill Heinerth on Suunto Products

Aqua Lung Reinvigorate Your Marketing Efforts

PADI

Divers Alert Network (DAN)

THURSDAY, November 15 8:00 AM – 9:00 AM AERIS Buyer Program

Oceanic Worldwide

PADI

Scuba Schools International

1:00 PM – 3:00 PM Oxygen Cylinder Cleaning Technician

PSI-PCSI, Inc. Business Is Tech, the SSI BubbleFree TXR Pathway

Scuba Schools International 2:00 PM – 3:00 PM Mechanisms of Dive Accidents

10:00 AM – 5:00 PM

Diving Medicine and Research Panel: Open Forum Q&A

8:00 AM – 9:30 AM

10:00 AM – 2:00 PM TUSA

4:30 PM – 5:30 PM

Sidemount Diving: A Recreational Reality

Scuba Schools International

TUSA CARE Service Seminar

For Resorts ONLY

8:00 AM – 10:00 AM PSI-PCI Update

Divers Alert Network (DAN)

Transforming Your Website and Online Presence

Discover ScubaEarth™

PADI

Using Your Apple iPad® and iOS Devices as a Teaching Tool

Five Star Training

9:00 AM – 5:00 PM

10:00 AM – 6:00 PM Atomic Aquatics Regulator Repair Seminars

2:00 PM – 4:00 PM

PSA International

10:15 AM – 11:15 AM

DUI: Make Money Serving the Public Safety Diving Market

Sudafed, Viagra and Oxygen Toxicity

3:00 PM – 4:00 PM

Divers Alert Network (DAN)

12:00 PM – 2:00 PM

10:00 AM – 2:00 PM

Business Is Tech, the SSI BubbleFree TXR Pathway

TUSA CARE Service Seminar

Diving Unlimited International, Inc.

Oceanic Worldwide 10:00 AM – 6:00 PM Atomic Aquatics Regulator Repair Seminars

BARE 10:15 AM – 11:15 AM Managing the Aging Process for Divers

Divers Alert Network (DAN) 10:30 AM – 11:00 AM Oceanic Pioneer Wetsuits: The Next Evolution of Neoprene

Advanced/Expert Seminar 2–Day — Option 1

Mares Diving 9:30 AM – 10:30 AM LavaCore Buyers Program

Oceanic Worldwide

Expanding into the Public Safety Diver Market

PADI

10 DEMA SHOW � NOVEMBER 14–17, 2012 � SANDS EXPO CENTER � LAS VEGAS, NV

Scuba 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 Series

Divers Alert Network (DAN) 1:00 PM – 2:00 PM Dive the World with Aggressor Fleet and Dancer Fleet

Aggressor Fleet Hollis Rebreathers: How to Increase Sales and Profits

Oceanic Worldwide Learn How to Plan, Schedule, Book, Sell and Run More Successful, Safe and Profitable Group Dive Travel

Oceanic Worldwide

Island Dreams Travel

10:30 AM – 12:30 PM

Revolutionize Your Business with the EVE 5.8 Dive Center Management Marketing System

Valve Repair Technician

PSI-PCSI, Inc.

PADI

11:00 AM – 12:00 PM

Using Digital Aids to Run Your Business

Breatheology by Stig Avall Severinsen, PhD in Medicine

Breatheology.com Rebuild It and They Will Come: Starting Your Own Reef Restoration Program

9:00 AM – 10:00 AM Tools for the Dive Leader Series, Tool #2: Challenges in Diagnosing Decompression Illness (DCI)

ScubaBoard.com

USOA/AUAS

Hollis Gear Presents: Intro to Technical Diving

Narcosis Management: 50 Years of Extended Range/Technical Dive Training

BARE

Dive Show Producers Meeting

Dive Training Magazine

PADI

Oceanic Worldwide

ScubaBoard 101 — The Basics for Business Promotion

Scuba Schools International

PSI-PCSI, Inc.

PADI

Hollis Prism 2 CCR Service Technician Course

SDI-TDI-ERDI

SSI Risk Management Seminar

Hollis Prism 2 CCR Service Technician Course

Become “The” Market Leader with SSI

Deep Water Wreck Exploration with Tim O’Leary, Director of NAUI’s Technical Diving Division Members’ Update

Eddy Current Technician

Tools for the Dive Leader Series, Tool #1: Ear and Sinuses: What the Dive Leader Needs to Know

Liquivision Products Inc.

Cressi

Poseidon Announcement

9:00 AM – 10:00 AM

The Liquivision Lynx Air Integrated OLED Dive Computer

NAUI Worldwide

10:00 AM – 5:00 PM

4:00 PM – 5:15 PM

Explorer Ventures USA, Ltd.

Cressi Regulator Service Seminar

3:30 PM – 5:30 PM

11:30 AM – 12:30 PM

Explorer Ventures Liveaboard Fleet — 25 Years of Supporting Groups

Aqua Lung

PADI

PSI-PCSI, Inc.

Divers Alert Network (DAN)

SUUNTO DNA

TUSA

Poseidon Diving Systems AB

Remote Management of Decompression Illness (DCI)

10:00 AM – 12:00 PM

Divers Alert Network (DAN)

Using Your Apple iPad® and iOS Devices as a Teaching Tool

PSI-PCSI, Inc.

PSI–PCI Update

10:00 AM – 11:00 AM Reinvigorate Your Marketing Efforts

Aqua Lung

ONYX Websites

WEDNESDAY, November 14

Transforming Your Website and Online Presence

Oceanic Worldwide Discover ScubaEarth™

PADI Five Star Training

PADI How to Sell Palau

Palau Dive Adventures Business of SCUBA

SDI-TDI-ERDI Spare Air Repair Seminar

Submersible Systems, Inc. 1:00 PM – 3:00 PM Oxygen Cylinder Cleaning Technician

PSI-PCSI, Inc.

PADI

1:00 PM – 4:00 PM

Poseidon Announcement

Neptune System Servicing Clinic

Poseidon Diving Systems AB

Ocean Reef Inc.

From JAWS to Shark Conservation — The 37–Year Journey of Two Friends...

2:00 PM – 3:00 PM

Shark Savers 11:30 AM – 12:30 PM

NEW Thailand Aggressor

Aggressor Fleet The Deep End of Diving Research: Innovations and Limitations

Diving Safety: It’s No Accident!

Divers Alert Network (DAN)

“Partnering:” Innovations in Maximizing Dive Travel Profits!

12:00 PM – 1:00 PM Increase Their Bottom Time, Increase Your Bottom Line — Whites Fusion Plus Center Program

Aqua Lung

Fly & Sea Dive Adventures Hollis Sidemount — Evolution Continues

Oceanic Worldwide 20 Years of Protecting Our Ocean Planet — One Dive at a Time

PADI

Top Five Drift Dive Tips

Palau Dive Adventures Consistency in Training and Record Keeping

Scuba Schools International 2:00 PM – 4:00 PM Cressi Regulator Service Seminar

Cressi 3:00 PM – 4:00 PM PADI Analox Complete Gas Analysis Distinctive Specialty

Analox Sensor Technology How to Organize, Package and Sell Group Dive Travel

Dream Weaver Travel Polar Diving in the Arctic and Antarctic

Oceanwide Expeditions PADI Standards

PADI Secrets to Social Media Success

PADI Freediving — Finger on the Pulse/ Latest Diving Industry Trends/ Maximize Your Potential

Scuba Schools International TUSA Retailer Update

TUSA 3:15 PM – 4:15 PM Effects of Delayed Recompression Therapy on the Outcome of Decompression Sickness (DCS)

Divers Alert Network (DAN)

9:00 AM – 10:00 AM

12:00 PM – 1:00 PM

3:00 PM – 4:00 PM

9:00 AM – 5:00 PM

The Deep End of Diving Research: Innovations and Limitations

Do You Have A Pool? Add Swim as a Profit Center

Dive the Best of Both Worlds, with Eco Divers

Advanced/Expert Seminar 2–Day — Option 2

Divers Alert Network (DAN)

Scuba Schools International

ECO Divers

Mares Diving

Risk Management: Preparing for the Worst Case Scenario

ScubaBoard 201 — Advanced Tips and Social Media Marketing

Egypt and Red Sea Diving

NAUI Worldwide Member Update

PADI

ScubaBoard.com

Fly & Sea Dive Adventures

NAUI Worldwide

Secrets to Social Media Success

Instructor Trainer Update

Using Digital Aids to Run Your Business

PADI

SDI-TDI-ERDI

9:00 AM – 5:00 PM

12:00 PM – 2:00 PM

NAUI Technical Diving, the Next Evolution, with Tim O’Leary, Director of NAUI’s Technical Diving Division

Advanced/Expert Seminar 2–Day — Option 2

DUI: Drysuit Measuring & Fit Clinic

Mares Diving 9:00 AM – 6:00 PM AUP Open Circuit Technician Course

Oceanic Worldwide

Aqua Lung Expanding into the Public Safety Diver Market

PADI Sidemount Diving, a Recreational Reality

PADI Sipadan Water Village

Sipadan Water Village Resort 10:00 AM – 12:00 PM Cressi Regulator Service Seminar

Cressi

PSI-PCSI, Inc.

SSI Risk Management Seminar

Scuba Schools International

The Scuba Professional’s Path to High Income with NAUI Worldwide’s Chairman of the Board Dave Ochs

10:00 AM – 2:00 PM

NAUI Worldwide

10:00 AM – 5:00 PM

Capitalize on Game-Changing Facebook Features

Hollis Prism 2 CCR Service Technician Course

FUNtastic Philippines

Philippine Department of Tourism 4:00 PM – 5:30 PM Hollis Rebreathers: From Prism 2 to Explorer ESCR and Beyond

Oceanic Worldwide 4:00 PM – 6:00 PM Marketing with Social Media

Scuba Schools International 4:30 PM – 5:30 PM Recompression Therapy: Beyond Boyle’s Law

Divers Alert Network (DAN) 5:00 PM – 6:00 PM Anse Chastanet Resort’s Bubbly Presentation of St. Lucia’s Diving Delights

Anse Chastanet Resort & Scuba St. Lucia

TUSA CARE Service Seminar

TUSA

Oceanic Worldwide 10:15 AM – 11:15 AM Sudafed, Viagra and Oxygen Toxicity

Divers Alert Network (DAN) 10:30 AM – 12:30 PM Valve Repair Technician

PSI-PCSI, Inc.

8:00 AM – 9:00 AM Hollis Buyers Program

TUSA CARE Service Seminar

Ocean Divers Reinvigorate Your Marketing Efforts

PADI Revolutionize Your Business with the EVE 5.8 Dive Center Management Marketing System

PADI SEA&SEA Creative Lighting for Everyone

TUSA

TUSA 10:15 AM – 11:15 AM Managing the Aging Process for Divers

Divers Alert Network (DAN) 11:00 AM – 12:00 PM Breatheology by Stig Avall Severinsen, PhD in Medicine

Breatheology.com The Quality Difference — A Path to Success with NAUI Worldwide’s Chairman of the Board Dave Ochs

Explorer Ventures Liveaboard Fleet — Offering Unique Itineraries for 25 Years

3:00 PM – 5:00 PM

Explorer Ventures USA, Ltd.

Scuba Schools International

Poseidon Diving Systems AB

3:15 PM – 4:15 PM

Success! We Can Reverse Extinction!!

Learn How to Plan, Schedule, Book, Sell and Run More Successful, Safe and Profitable Group Dive Travel

Island Dreams Travel Email Marketing

ONYX Websites 20 Years of Protecting Our Ocean Planet — One Dive at a Time

Business Is Tech, the SSI BubbleFree TXR Pathway

Diving Medicine and Research Panel: Open Forum Q&A

Divers Alert Network (DAN) 3:30 PM – 5:30 PM Eddy Current Technician

PSI-PCSI, Inc.

PADI

4:00 PM – 5:00 PM

Discover ScubaEarth™

DivingGlobal/Scuba Business Software

PADI Narcosis Management: 50 Years of Extended Range/Technical Dive Training

PSA International

DivingGlobal Excelling in Niche Markets

PADI PADI Standards

1:00 PM – 3:00 PM

PADI

Oxygen Cylinder Cleaning Technician

4:30 PM – 5:30 PM

PSI–PCSI, Inc.

NAUI Worldwide Poseidon Announcement

Save Our Leatherbacks Operation Freediving — Finger on the Pulse/ Latest Diving Industry Trends/ Maximize Your Potential

Scuba Schools International Members’ Update

SDI-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 Know

Divers Alert Network (DAN) 12:00 PM – 1:00 PM Instructor Crossover

SDI-TDI-ERDI

We Are Water Project — Movie Viewing

12:45 PM – 1:45 PM

Aqua Lung

Scuba Schools International

Effects of Delayed Recompression Therapy on the Outcome of Decompression Sickness (DCS)

4:30 PM – 6:00 PM

Divers Alert Network (DAN)

1:00 PM – 4:00 PM

“My Village, My Lobster,” a Documentary Film about Miskito Divers by Nomading Films

1:00 PM – 5:00 PM

Divers Alert Network (DAN)

2:00 PM – 3:00 PM Routine Activities That May Increase Risk of DCS on a Dive Trip

Get on the Right Road with a M.A.P.

Neptune System Servicing Clinic

Ocean Reef Inc. 2:00 PM – 3:00 PM

(Film viewing will be followed by a roundtable discussion)

Mares Lab Update Class

Mares Diving

Jill Heinerth Underwater Expeditions

Aggressor Fleet

5:00 PM – 6:00 PM

Thermal Stress and Protection

Anse Chastanet Resort’s Bubbly Presentation of St. Lucia’s Diving Delights

Divers Alert Network (DAN)

Anse Chastanet Resort & Scuba St. Lucia

“My Village, My Lobster,” a Documentary Film about Miskito Divers by Nomading Films

Aqua Lung Breatheology by Stig Avall Severinsen, PhD in Medicine

Breatheology.com Rebuild It and They Will Come: Starting Your Own Reef Restoration Program

Dive Training Magazine How to Organize, Package and Sell Group Dive Travel

Dream Weaver Travel Polar Diving in the Arctic and Antarctic Success! We Can Reverse Extinction!!

Save Our Leatherbacks Operation 11:00 AM – 12:30 PM

8:00 AM – 10:00 AM

PADI

PSI-PCSI, Inc.

Aggressor Fleet

10:00 AM – 2:00 PM

All Stressed up and Nowhere to Dive

NEW Thailand Aggressor

Oceanic Worldwide

PSI-PCI Update

Dive the World with Aggressor Fleet and Dancer Fleet

NAUI Worldwide

11:00 AM – 12:00 PM

Oceanwide Expeditions

Friday, November 16

Lion Fish Safety Awareness

1:00 PM – 2:00 PM

Poseidon Diving Systems AB

PADI

12:45 PM – 1:45 PM

Increase Their Bottom Time, Increase Your Bottom Line — Whites Fusion Plus Center Program

Eddy Current Technician

Risk Management: Preparing for the Worst Case Scenario

Women Divers Hall of Fame Inc.

Divers Alert Network (DAN)

Poseidon Announcement

ONYX Websites

Women Divers Hall of Fame Membership Meeting

10:00 AM – 11:00 AM

3:30 PM – 5:30 PM

4:00 PM – 5:00 PM

Diving Unlimited International, Inc.

PADI

Sharks: Stop the Vanishing Act

11:30 AM – 12:30 PM Mechanisms of Dive Accidents

Divers Alert Network (DAN)

Divers Alert Network (DAN) “Partnering:” Innovations in Maximizing Dive Travel Profits!

Fly & Sea Dive Adventures Transforming Your Website and Online Presence

PADI Top Five Drift Dive Tips

Palau Dive Adventures Now, More Than Ever, Sharks Count

Shark Savers Spare Air Repair Seminar

Submersible Systems, Inc. 2:00 PM – 4:00 PM Cressi Regulator Service Seminar

Cressi

S.E.I. & PDIC International Meeting with CEO Tom Leaird

SEI-PDIC International

3:15 PM – 4:45 PM

(Film viewing will be followed by a roundtable discussion)

Divers Alert Network (DAN)

Saturday, NovEMber 17 8:00 AM – 5:00 PM Visual Cylinder Inspector and Visual Cylinder Inspector Refresh

PSI-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 Training

PADI Revolutionize Your Business with the EVE 5.8 Dive Center Management Marketing System

PADI

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

10 Bar Underwater Housings 500 PSI, Inc. A Plus Marine Supply Inc. About Australia AcquaPazza (Yamamoto Industry Co., Ltd.) Add Helium/Molecular Products Adelaar (PBS-Lines) Advanced Diving Technology Advanced Inspection Technology Adventure Travel Aeroskin California Aerospace Lubricants, Inc. Aggressor Fleet Airetex Compressors/Alkin Compressors USA Albatross Dive Charters All West Apartments Diving/ Lodge Kura Hulanda American Express Open Amigos Dive Center Amphibious Outfitters Analox Sensor Technology Analytical Industries, Inc. ANDI International Anse Chastanet Resort & Scuba St. Lucia Anthony’s Key Resort API Industries Apollo Sports USA Aqua Lung Aquanautas AquaSketch Aquatec (Duton Industry) Aquatica Aqua-Trek/Garden Island Resort Arenui Liveaboard Armor Products, LLC Aropec Sports Corp. Aryca Sports & Accessories Atlantis Philippines — Dive Resorts and Liveaboards Atomic Aquatics

Avalon Cuban Diving Centers Backscatter uw Video & Photo BAMBOO Jewelry/California Pacific Designs Bananarama BARE Barry University Bauer Compressors, Inc. Beach Buddy Belize Diving Services Belize Diving Vacations Belize Hotel Association Belize Tourism Board Belmar Oceanfront Apartments (Sapias Holding BV) Beneath the Sea Beneath the Surface Beqa Adventure Divers Beqa Lagoon Resort Best Western Crystal River Resort Beuchat International Big Blue — Diving and Aquatic Gifts BOSSK Intl Co. Ltd. Blue Lagoon Resort/Dive Shop blue o two Blue Steel, LLC Bluewater Photo — Video Body Glove Bohol Sea Resort Bonaire Eco Experience Bonaire Hotel & Tourism Assn Bonica Precision Inc. Borneo Divers & Sea Sports (S) S/B Bottom Crawlers Breathe Life Dive Wear, LLC Breatheology.com British Virgin Islands Tourist Board BS Kinetics GmbH Buddy Dive Resort (Sapias Holding BV)

Cane Bay Dive Shop Canon U.S.A. Inc. Captain Don’s Habitat Caradonna Worldwide Dive Adventures, Inc. CarettaTech Caribbean Club Bonaire (Sapias Holding BV) Caribbean Dive Tours Carolina Laser Designs Carolynn Burns Studio Carter Bag Inc. Casco Bay Molding Centurion NDT Cetatek Chamber of Tourism San Cristobal Chammyz Chin Kung Titech Company Cliff Weil, Inc. Club Cantamar/Sea Escape COARE Cochran Undersea Technology Coco View Resort Coiba Dive Expeditions Colombia Tourism Coltri Americas Consorzio Coltellinai Maniago srl Coolight Technology Co., Ltd. CPR-Depot Cressi Curacao Tourism Board Custom Divers Ltd. Dancer Fleet, Inc. David Dunleavy Collection Decades of Diving Decal Shop Deep Blue Adventures Deep Blue Resort Deep Trekker Inc. DeeperBlue.com Ltd. Destination Kingdom of Tonga Discover Dominica Authority

12 DEMA SHOW � NOVEMBER 14–17, 2012 � SANDS EXPO CENTER � LAS VEGAS, NV

DIVE ALERT by Ideations Dive and See Dive Aventuras Dive Caddy Dive Damai Dive Dawg, Inc. Dive Friends Bonaire Dive Industry Association of British Columbia Dive Into Your Imagination Dive Logz Inc. Dive News Network Dive Provo Dive Rite Dive Shades Dive the World Dive Training Magazine Dive Travel Store Dive Vacations by Occidental DiveAssure Divegear, LLC Diveheart Foundation DivEncounters Inc. DiveNewswire Networks DivePhotoGuide.com DiveQuest Diver Group Diver Magazine DiverGuard Ltd. Divers Alert Network Divesafeshop.com (Millennium Mouthpiece) Divi Flamingo Beach Resort & Casino Diving Unlimited International, Inc. DivingGlobal DiVo Dive Voluntourism Doc’s Proplugs, Inc. Dolphin Destiny Adventures Draeger Safety Dream Adventures, Ltd. Dream Weaver Travel

Drink Tank. Ltd. Dry Case, LLC Duke Dive Medicine Dutch Antilles Express BV ECO Divers Eco-Intuit B.V. Eden Beach Edge and Hog Dive Gear EEZYCUT by Ocean Edge Outfitters Egyptian Tourist Authority EncomPos Software LLC Environmental Anchor Systems Epoque World Co. Ltd. Equinox Housings Esclapez Diving Exceed Wetsuits Explorer Ventures USA, Ltd. Fantasea Line Fantasy Island Beach Resort, Dive Center & Marina Feifish FINNSUB.COM Fins Attached Fish ‘n Fins & Ocean Hunter Fling Charters Inc. Florida Public Archaeology Network Fly & Sea Dive Adventures Fourth Element Freediving Instructors International Galapagos Deep Blue Galextur/Galapagos Expedition Tours Gangga Divers Gates Underwater Products, Inc. Global Blue Solutions Global Mfg. Corp. GoPro Green Force/Kaplan Scuba Grenada Board of Tourism GRIP SOCKS

Guadeloupe Islands Tourism Board Guangzhou Mei Yi Trading Co., Ltd. Gummifabrikken (G-DIVE) H2Odyssey Hainan Walrus Submersible Scooter Manufacturing Co., Ltd. Hamanasi Dive & Adventure Resort Hammerhead Industries Handicapped Scuba Association Happy Feet by RVJ Intl. LLC. Harbour Village Beach Club Hawaiian Islands Recreational Scuba Association Henderson/NEO Sport Historical Diving Society Honduras Institute of Tourism HW & Associates Hydraulics International Hydro-Test Products Inc. I.C.E. IANTD IDEA/PSDA Ideas Connected Limited idive pty ltd. I-divesite Co. Limited Ikelite Infinity Bay Spa and Beach Resort Innobeam Corporation Innovative Scuba Concepts IN-SEA WorldWide, LLC Inter Ocean Co., Ltd. International Yacht Training Intova/Snap Sights InVertum magazine Irikonji Dive Gear LLC Isla Marisol Resort Island Dreams Travel Island Express IST Sports Corp ITADA International Co., Ltd. Jackdive Jack’s Diving Locker Jako Chemicals Co., Ltd. JBL International Jewelry Haven JW Fishers Mfg Inc. Kapitol Reef Aquatics Kasawari Lembeh Resort KELDAN Kids Sea Camp KISS Rebreathers Kona Honu Divers Inc. Koro Sun Resort and Rainforest Spa Kosrae Village Ecolodge & Dive Resort Kungkungan Bay Resort Lalati Resort & Spa Laru Beya Leaderfins Lembeh Resort/Critters@Lembeh Light & Motion Light Monkey Enterprises, LLC Lions Dive & Beach Resort Curacao Liquivision Products Inc. Live Life No Limits Liveaboard Adventures/ Papua New Guinea Travel Lost Island Voyages Lubrication Technology Luminox Watch Co. LX Development Group Ltd. Maduro Dive Fanta-Seas

Mako Compressors Maldives Marketing & PR Corporation Mango Inn Manta Industries/ Highseas Millwork Manta Ray Bay Resort & Yap Divers Manthiri Maldives Mares Diving Marine Comms Ryukyu, Inc. Marine Sports Mfg. Mariners Learning System Marquis Destination Services Matava — Fiji’s Premier Eco Dive Resort Max-Air Compressors Maxtec Mayan Princess Beach & Dive Resort McNett Corporation MDEA International Inc. Family Mel Fisher’s Treasures Midland Diving Equipment Midland Radio Corporation Mike Ball Dive Expedition Minahasa Lagoon Ministry of Tourism & Creative Economy Indonesia Misool Eco Resort Molecules for Gorontalo Momentum By St. Moritz Watch Corp. Multinational Co., Ltd. NACD NAI’A Cruises Fiji Naigani Resort Ltd. Nam Liong (USA) Inc. Namale Resort & Spa Nanjing Bluesea Outdoor Gear Co., Ltd. Nardi Compressori s.r.l. National Academy of Scuba Educators National Geographic Snorkeler National Park Service Submerged Resources Center NAUI Worldwide Nauticam Nautilus Explorer Nautilus Jewelry Neco Marine New World Publications Nocturnal Lights, Inc. Northern California Underwater Photographic Society Nuvair O.S. Systems, Incorporated Oasis Divers — Grand Turk Ocean Divers Ocean Encounters Diving Ocean Reef Inc. Ocean Rover Cruises Ocean Technology Systems Ocean Visions Underwater Photography Academy Oceanic Worldwide Oceanwide Expeditions Ocotal Resort Odyssey Adventures OMERSUB O’Neill Wetsuits ONYX Websites Pacific Dive and Travel PADI Palau Dive Adventures Palau Pacific Resort Palau Royal Resort

Pandora Underwater Equipment SA Papua New Guinea Divers Assn. Inc. Paradise Taveuni Pascal Lecocq Painter Patriot 3, Inc. Pegasus Thruster Pelican Products Performance Freediving International Philippine Department of Tourism Pindito Pinnacle Aquatics Plasticase, Inc. Plaza Resort Bonaire Poseidon Dive Adventures Poseidon Diving Systems AB Prescription Dive Masks Princess Beach Curaçao/ Hilton Curaçao Princeton Tec ProBlue/RoundWell Professional Scuba Inspectors, Inc. PSA International PT Dewi Nusantara PT Waow Charters Pt. Siladen Island Resort Spa Puerto Rico Tourism Company QBAS Co., Ltd. Quikpod Ramon’s Village Resort Red Mangrove Galapagos and Ecuador Lodges Red Sail Sports Aruba NV Reef & Rainforest Reef Ministries REEFNET Relaxed Guided Dives RetailWare, Inc. Revere Supply rEvo Rebreathers Riffe Roatan Charter Bay Islands Air Desk Rocio Del Mar Liveaboard Rock N Sports Rum Reggae Saekodive Safari Tours & Travel Salvi Mar SRL Sam’s Tours Sand Dollar Condominium Resort Sandals and Beaches Resort SANTI Diving Equipment by OceanEdge Outfitters Sardell Save Our Leatherbacks Operation Scuba Club Cozumel Scuba Distributors LLC Scuba Diver AustralAsia Magazine Scuba Diver Life Scuba Planners Travel Scuba Republic Scuba Schools International Scuba Sport Magazine Scuba Tools Inc Scuba Travel Ventures ScubaBoard.com ScubaDoRag ScubaMax Scubaocity SCUBAPRO ScubaRadio

SDI & TDI & ERDI Sea & Explore, Inc. Sea Fear Sea Hawk Boats Sea Saba SeaBotix, Inc. Seacam USA dba Waterhouse Tours SeacSub SPA SeaCure Custom Mouthpiece Seadive/Oceanways — E.B. Industries, Inc. Seahorse SeaLife Cameras (Pioneer Research) Seareq Safety and Rescue Equipment SeaScape Boats, Inc. SeaSigns, LLC Seasoft Scuba/Watermark Scuba Seatent SS Thorfinn SEI-PDIC International Shanghai Doni Co., Ltd. Shanghai Rich Source Imp & Exp Co., Ltd. Shark Savers Shearwater Research Inc. SHEICO (Shei Chung Hsin Ind. Co. Ltd.) Shenzhen Fluent Sports Products Co., Ltd. Sherwood Scuba SI TECH AB Silent Diving LLC+Ambient Pressure Diving Singapore Airlines Sipadan Water Village Resort Sky Elegance International, Ltd. SolmarV/Amigos Del Mar SolRx Sonal Industries Co, Ltd. Soothing Scents, Inc. Soprassub Americas, Inc. South Pacific Island Travel Spirit of Freedom Splash Dive Shop Spree Expeditions, Inc. Spyderco, Inc. St. Kitts Tourism Authority St. Vincent and the Grenadines Submersible Systems, Inc. Subsalve USA SunBreeze Hotel Surface Interval Clothing Surface Marker Limited Swahili Divers (P) Ltd. Tahiti Tourisme North America Tambora Dive Cruises Tasik Divers Manado Taveuni Dive TEKTITE Industries Thalassa Dive Center The EGA Group The Georgia Aquarium, Inc. The PinPeddlers The Reef Resort The Villa on Dunbar Rock Thera-Heat Thermalution-Petatech Int’l, Ltd. Tilos, Inc. Timeless Tresor Titan Dive Gear/Bubbleseekers Titex Vertriebs— GmbH Torgny Design Torpedo, Inc. Torqeedo, Inc.

Tourism Corporation Bonaire (TCB) Tourism Fiji Tourism Malaysia Trelleborg Protective Products NA TRI Air Testing Inc. Trident Diving Equipment Trinidad & Tobago Tourism Development Co. Limited Triton Diving Equipment Corp. Tropical Seas, Inc. Truk Lagoon Dive Center Turquoise Bay Dive & Beach Resort TUSA Typhoon International U.S. Virgin Islands Department of Tourism U.S.I.A. Ultimate Creations Ultimate Dive Travel Ultimate Diver Challenge UltraLight Control Systems Ultramax Enterprises Inc. Undersea Hunter Underwater Kinetics Underwater Technologies Center Ltd. (UTC) Underwater Travel Solutions Unified Team Diving United Airlines unterwasser/Olympia — Verlag GmbH US Freediving USOA/AUAS USOA Utila Dive Ventures Utila Lodge Uzzi Amphibious Gear Vanuatu Tourism Office VideoRay LLC Volivoli Beach/Ra Divers Waidroka Bay Resort Wakatobi Dive Resort Walt Disney World/ Epcot Living Seas Wananavu Beach Resort Watershed LLC Watershot Incorporated Weezle Diving Services Well Marine Diver Enterprise Co., Ltd. Welon (China) Ltd. White Arrow by Dive Gear Express Whites Manufacturing Limited Witherspoon & Associates Women Divers Hall of Fame Inc. World Dive Adventure Caribbean Adventure World of Diving Worldwide Dive and Sail International Ltd. Wreck Diving Magazine Xcel Wetsuits XIT 404, LLC X-Ray Mag XS Scuba, Inc. Yamagata Casio Co. Yamamoto Corporation Yap Pacific Dive Resort YKK (USA) Inc. Zeagle Systems, Inc. Zear Corporation Limited

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. Date: November 16, 2012 Time: 6:30 PM to Midnight Location: The Joint at the Hard Rock Hotel Shuttle service provided

Attire: Party Attire Raise your lighters with old friends, new business associates and all your industry peers as we honor this year’s award recipients, DAN ORR and DICK RUTKOWSKI! DEMA’s 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 cvasquez@dema.org.

ONLINE REGISTRATION FOR DEMA SHOW

is Now Open

Register 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 Harrah’s Las Vegas and DEMA Show 2012 in the Sands Expo Center. Shuttle riders must show Harrah’s key card to board.

DEMA MEMBERS – REGISTER EARLY AND SAVE! Members who register before October 9 save on their DEMA registration fees, so don’t wait, register today!

HARRAH’S HOTEL (Host Hotel) 3475 Las Vegas Blvd. South Las Vegas, NV 89109 1.800.214.9110 1.702.369.5000

VENETIAN HOTEL 3355 Las Vegas Blvd. South Las Vegas, NV 89109 1.866.659.9643 1.702.414.1000 $189/night plus tax

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

Group Code: VDEMA

Group Code: SHDEM2

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

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 membership@dema.org or 858.616.6408.

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 DEMA’s 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.

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.

c/o National Trade Productions, Inc. 313 South Patrick Street Alexandria, 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.

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

THIS IS YOUR INDUSTRY AND YOUR EVENT. 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 •H undreds of industry-focused seminars sponsored by DEMA and DEMA Show exhibitors • Unique opportunities to meet and network with others in the dive industry