SHOT Business -- August / September 2014 by SHOT Business

Redﬁeld’s Cool Combo VOLUME 22, NUMBER 5 AUGUST/SEPTEMBER 2014

WHEN YOU GAZE INTO THE CRYSTAL BALL, WHAT DO YOU SEE? SIX TRENDS THAT DEMAND YOUR ATTENTION Page 28

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National Shooting Sports Foundation®

THE

BEST PROTECTION AVAILABLE “

For any retailer, large or

FOR FIREARMS RETAILERS

small, this membership is a no-brainer. Between the education materials, access to the best frearms

Introducing NSSF’s Premium Retailer Membership

attorneys and other premium

The protection you get when you need it most:

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Unlimited legal defense fund to protect your FFL

”

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A complete compliance audit of your store

Joe Keffer, Owner, The Sportsman’s Shop, New Holland, Pa

Access to a 24-hour ATF Compliance Hotline A library of compliance resources and materials

NSSF is the trade association for America’s frearms industry. Our mission: To promote, protect and preserve hunting and the shooting sports.

Contact Bettyjane Swann (bswann@nssf.org) or Samantha Hughes (shughes@nssf.org) of Member Services, at 203-426-1320.

NSSF.ORG/PREMIUM

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S H O T B U S I N E S S ❚ A U G U S T/ S E P T E M B E R 2 0 1 4 ❚ V O L U M E 2 2 , I S S U E 5

CONTENTS

Departments

NEWS BRIEFS Gerber’s Ghostrike knives; Colt offers Carhartt promotion; Tom Knapp scholarship awarded

your best interest to recognize trends

FYI Words of wisdom from our 2013 Retailer of the Year

FIRING LINE The Taurus

LOOKING AHEAD Whether it’s the influx of women hunters or the newfound popularity of small-gauge shotguns, experts reveal how to capitalize on six new trends. BY DAVID DRAPER

UNDERCOVER SHOPPER Trying to find

BRAIN AND HEART Do you know who your customer really is? Here’s a quick guide to understanding the various personalities that walk through your doors and how to appeal to them. BY WILLIAM F. KENDY

44 46 50

Features

MOSSBERG CUSTOM New stock, laser sight, breacher barrel, heat

shield: Tricking out the ubiquitous Mossberg 500 like a hot rod is easier than you think. BY DAVID MACCAR

NSSF Update 16 17 18 FROM THE NSSF The

importance of diversity

RETAILER TOOLBOX Make

your business visible online

INDUSTRY SUMMIT

Attendees urged to build on success

EDITOR’S NOTE It’s in

22 28

28 36 40

HUNTING WORKS FOR WISCONSIN Eighth state

joins education program

19 19 19 20 21

SHOT SHOW STANDS PAT

At Sands through 2020

85VTA View improves on the classic derringer

concealed-carry in Ohio GOOD STUFF Redfield’s two-in-one sight WHAT’S SELLING WHERE NEW PRODUCTS

Federal’s new Trophy Bonded load; Meopta’s redesigned MeoPro; SKB’s 3-Gun Competition case; and more

ORCHID ADVISORS NSSF chooses compliance experts HUNTER/SHOOTER IMPACT

New report combines data NSSF DELIVERS VALUE YOU SHOULD KNOW

NSSF PAC in 2014

AUGUST/SEPTEMBER 2014 ❚ SHOT BUSINESS ❚ 3

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EDITOR’S NOTE

NSSF

Down the Road What’s ahead? Quite a lot

he past few years have seen strong sales for many firearms retailers—so strong, in fact, that many retailers haven’t really had the time, nor the inclination, to think of what lies down the road. But the editors of SHOT Business have. The result is “Looking Ahead” (page 28), by contributing editor David Draper, a report that identifies six emerging trends in the shooting-sports business. All present interesting opportunities—as well as challenges—for independent retailers. Given that the surge in gun sales has brought many new shooters into our fold, it’s important to stress firearms security. But these days, many folks are also worried about identity theft and protection of sensitive personal documents. In this case, safes and vaults are an ideal way to address the issue. Draper also notes that “a renewed interest in eating food made from healthy, sustainable ingredients has caused both new and experienced gun owners to

take advantage of all that wild game available to anyone with a hunting license.” Indeed, many of his regular Facebook posts concern the preparation and eating of wild game. This is a huge opportunity, but Steve McGrath, director of marketing for Camp Chef, says you can’t just put the cast iron on the shelf and expect it to sell. You need to do more. “We’ve seen an immediate and automatic increase in sales with our retailers that made the step to doing demonstrations,” he tells Draper. “We had a guy demo in front of a Seattle-area out-

doors store, and year-to-date comps of cooking equipment doubled at that location.” The surprise for me is the rising interest in sub-gauge shotguns. But I really should not be taken aback when Draper says this is a real trend—I’ve been shooting a cool little 28-gauge semi-auto from Weatherby for the past year. It’s not a stunt gun; it easily takes pheasants at 40 yards. Two trends involve social media and Millennials, a pair of complex, interrelated subjects SHOT Business has discussed at length over the past couple of years. Here’s the takeaway: Companies that understand social media and use it intelligently are connecting with younger hunters and shooters. But, aside from a select few savvy marketers, the outdoors industry has been slow to adopt social media. Fortunately, Draper says, that is starting to improve. “Brands such as Blackhawk, Badlands, and others have reaped big rewards by investing in relationships with their customers. Now it’s time for retailers to follow suit by creating honest relationships with core consumers.” The last trend, the growth of women hunters and shooters, should not be news to anyone in this industry. Unfortunately, it still is to some. That needs to change.

Slaton L. White, Editor

SLATON L. WHITE, Editor

Margaret M. Nussey, Managing Editor David E. Petzal, Shooting Editor Maribel Martin, Senior Administrative Assistant James A. Walsh, Art Director Judith Weber, Production Manager CONTRIBUTING EDITORS

Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Chris Christian, Christopher Cogley, David Draper, Jock Elliott, William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Peter Suciu, Wayne Van Zwoll

ERIC ZINCZENKO, Executive Vice President ADVERTISING: 212-779-5316

Gregory D. Gatto, Publisher Paula Iwanski, National Sporting Goods Director Brian Peterson, West Katie Logan, Sporting Goods Sales John Driscoll, Vice President, Corporate Sales Elizabeth Burnham Murphy, Chief Marketing Officer Ingrid Reslmaier, Marketing Design Director

BUSINESS OPERATIONS

Tara Bisciello, Business Manager

CONSUMER MARKETING

Robert M. Cohn, Consumer Marketing Director Barbara Brooker, Fulfillment Manager

MANUFACTURING

Laurel Kurnides, Group Production Director Stefanie La Bella, Associate Production Director

BONNIER

Chairman, Jonas Bonnier Chief Executive Officer, Dave Freygang Executive Vice President, Eric Zinczenko Chief Content Officer, David Ritchie Chief Financial Officer, Nancy Coalter Chief Operating Officer, Lisa Earlywine Chief Marketing Officer, Elizabeth Burnham Murphy Chief Human Resource Officer, Leslie Glenn Chief Brand Development Officer, Sean Holzman Vice President, Integrated Sales, John Graney Vice President, Consumer Marketing, John Reese Vice President, Public Relations, Perri Dorset General Counsel, Jeremy Thompson

SHOT Business (ISSN 1081-8618) is published 7 times a year in January, February/March, April/May, June/July, August/September, October/ November and December by Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695, and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 22, issue 5. Copyright © 2014 by the National Shooting Sports Foundation. All rights reserved. Editorial, circulation, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470-2359. SHOT Business accepts no responsibility for unsolicited manuscripts and photographs. All correspondence should be accompanied by a stamped, self-addressed envelope. Requests for media kits and advertising information should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611. Periodicals postage paid at New York, NY, and at additional mailing offices. Printed in the USA. For Customer Service and Subscription questions, such as Renewals, Address Changes, Email Preferences, Billing and Account Status, go to: shotbusiness .com/cs. You can also email shotbusiness@emailcustomer service.com, in the U.S. call toll-free 866-615-4345, outside the U.S. call 386-246-0188, or write to SHOT Business, 2 Park Ave., New York, NY 10016. For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016 REPRINTS: E-mail reprints@bonniercorp.com. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 422494, Palm Coast, FL 32142-2494.

4 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2014

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HELD IN HIGH REGARD The M&P®15 series gives you the control and comfort you need to stay on target. This lightweight modern sporting rifle offers a 6-position buttstock to adjust your length of pull, barrels that offer superior accuracy, and customizable sights. These features help you focus on just one thing – taking your best shot. See the full M&P® Series at www.smith-wesson.com/mprifle

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M&P® 15T

5.56mm NATO LIGHTWEIGHT • A URATE

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Bits & Pieces

NEWS BRIEFS NEWS

❚

PROMOTIONS

❚

AWARDS

❚

OUTREACH

PA State Police Select SIG P227

The Pennsylvania State Police (PSP) has selected the P227 as its next department-issued sidearm. The contract calls for more than 5,000 pistols to be delivered in 2014. “For decades, the Classic series of handguns has been a dependable partner to tens of thousands of law enforcement officers,” says Tom Jankiewicz, SIG Sauer’s executive director of law enforcement sales. “The P227 continues that legacy with its combination of greater capacity and larger caliber.”

Christiansen Arms Reduces Prices

Christensen Arms, manufacturers of hunting, tactical, and sport-shooting firearms that utilize carbon-fiber technologies, has cut the price of its patented, lightweight carbonfiber wrapped barrels. Firearms equipped with MSR-style carbon-fiber-wrapped barrels will see a price reduction of 63 percent; bolt-action models will see prices drop by 25 percent.

Noveske Rifleworks Names Dillon CEO

Oregon-based Noveske Rifleworks LLC has hired Tim Dillon as its new president and CEO. He not only will be responsible for the daily operations, but for continuing the late Johnny Noveske’s legacy of producing MSR rifles, parts, and accessories. “Since the passing of my husband, founder of the company that bears our name, it has been my goal to continue the strength, quality, and character of our company,” said owner Lorina Noveske.

Gerber’s new Ghostrike line of tactical knives are meant to not draw attention.

Gerber Intros Ghostrike Knives

actical knives are meant to be carried. They don’t do much good sitting in the truck, the squad car, or the Humvee. But just because they’re meant to be carried doesn’t mean they necessarily have to draw attention to themselves. After all, there are many times when discretion is not only called for, but preferred. It’s for those times that Gerber developed its new Ghostrike series of tactical knives. “These knives are designed to effectively integrate with the clothing you’re wearing so that you can carry high-quality knives in a discreet manner,” says Andrew Gritzbaugh, marketing communications manager for Gerber. A natural extension of Gerber’s Tactical collection, the Ghoststrike line includes two separate knives that offer users a variety of options for carrying them, thanks to the versatile sheaths Gerber designed for the blades. The Punch Knife features a T-handle with a rubberized textured grip and a 2.5inch 420HC blade with a black ceramic This product is from sustainably managed forests and controlled sources.

coating. The Punch Knife is designed to be worn around the neck, but the glassfilled nylon sheath can also be slid onto a belt or strap. To provide even more versatility, the sheath also has four grommet holes that allow it to be tied down to MOLLE gear with the included 550 cord. The other knife in the line is the Ghoststrike Fixed Blade. The Fixed Blade is 6.9 inches long with a 3.3-inch 420HC ceramic-coated straight-edge blade. The knife’s stylized handle features strategic cutouts to reduce the weight and is covered with a rubberized textured material to ensure a secure grip. The Fixed Blade is offered with two different sheath options. The standard knife comes with a glassfilled nylon sheath that can be worn on a belt either horizontally or vertically. The sheath also includes grommet holes that allow it to be tied down on packs or other gear. (800-950-6161; gerbergear.com) AUGUST/SEPTEMBER 2014 ❚ SHOT BUSINESS ❚ 7

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NEWS BRIEFS

The Kahr Spyderco Delica4 offers a legal blade in length-restricted areas.

COLT OFFERS FREE CARHARTT JACKET

Colt’s Manufacturing Company is offering a new promotion for customers who purchase a Colt rifle this summer. During the “Smokin’ Hot Summer” promotion, anyone who purchases a Colt modern sporting rifle by August 31, 2014, will receive a free Carhartt jacket. The jacket is Carhartt’s black Duck Detroit Jacket, model J001, with the Rampant Colt logo embroidered above the left chest pocket. It is made

in the USA and constructed of rugged 12-ounce 100 percent ring-spun cotton duck. The body of the jacket features a blanket lining, while the lining in the sleeves is quilted nylon. There is a corduroy top collar with under-collar snaps made to attach an optional hood. Inside, there is a welt pocket and outside there are two large front pockets as well as a zippered left-chest pocket. The waist and cuffs are snap-adjustable, and the biswing back allows easier movement. Customers will need to complete a request form and upload a proof-ofpurchase scan on Colt’s website to take advantage of the promotion. (colt .com/smokinhotsummer)

Kahr Arms Teams with Spyderco Last winter, Kahr Firearms Group introduced the Kahr Spyderco Delica4, a distinctive variation of one of Spyderco’s most popular folding knives available exclusively through Kahr. Created by self-defense authority Michael Janich, the Kahr signature Delica4 offers Kahr its own unique design by combining a full-length handle with a compact 2.5-inch blade. The short blade makes it legal in jurisdictions with strict blade-length limitations without sacrificing leverage, control, or cutting power. Janich first conceived the idea in the late 1980s, but never made one until about 10 years ago, when one of his Martial Blade Concepts students asked him to design a knife with the standard longer handle but only a 2.5-inch blade so that he could legally carry it into the knife-restricted federal buildings where he worked. Janich ground down a Spyderco Delica4 3-inch blade to the legal 2.5 inches and presented it to his student. Recently, Mark Galli, Kahr’s eastern U.S. sales manager, asked if Janich would develop a knife that really complemented the spirit of Kahr’s popular pistol line. Janich shared the story of his custom-ground Delica4 and soon he was meeting with Kahr owner Justin Moon and other senior members of Kahr’s management team. The custom design was widely received, and became part of the Kahr product line. The Kahr Delica4 features a stonewashed

VG-10 stainless-steel blade with a smooth thumb ramp. The sturdy back lock mechanism locks the blade in place when open and includes a Boye Dent relief cut to prevent unintentional lock release. The Trademark Round Hole found on all Spyderco blades ensures quick, positive, one-handed opening. Other features include the Bi-Directional Textured handle scales injection-molded from fiberglass-reinforced nylon and skeletonized stainless-steel liners that reduce the overall weight of the knife to just 2.5 ounces. The perfect companion to Kahr’s compact pistols, the Kahr Delica4 is also designed to maximize its concealment properties. It is offered in three handle colors—black, khaki, and denim blue—to blend discreetly with common pant colors. In addition, the blade, four-position pocket clip, and all other hardware feature a nonreflective stonewashed finish. “Ultimately, the Kahr Delica4 faithfully captures all the detailed features of the knives I customized for my students, but offers the advantages of discreet urban camouflage handle colors and subdued clips, blades, and hardware,” says Janich. “‘Perfect’ is a high standard, and one that tempts people to stop trying, so I won’t say these knives are perfect. However, like my Kahr pistol, I will trust my life to them.” The Kahr Spyderco Delica4 is available through Kahr Arms and select dealers and distributors. SRP: $99. (kahr.com)

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AS H

ING HER I

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The SIG Sauer Commemorative Engraving Program can accept orders as low as 25 handguns or 15 rifles from eligible organizations.

EST . 1939

SIG Sauer Offers Commemorative Engraving The SIG Sauer Commemorative Engraving Program allows qualified units, departments, or organizations to proudly display past or current service, membership, pride, or achievements with a customized firearm. Eligible participants work with SIG Sauer to design commemorative handguns and rifles and receive discounted pricing. The minimum order is 25 handguns or 15 rifles. To be eligible to order commemorative engraved SIG Sauer firearms, participants must belong to one of the following groups or organizations: active or retired law enforcement officers with official agency credentials; first responders; active duty and retired military of any rank with military ID; active reservists and National Guard of any rank with military ID; correction officers, including parole and probation officers; state-licensed armed security officers and licensed security companies; court judges, district attorneys, and deputy district attorneys; state, county, and city officials with official agency credentials or offi-

cial documentation; NRA-certified firearms instructors; credentialed nuclear security officers; and other approved organizations. Perfect for unit deployments, marking milestones, or simply as team-building tools, commemorative firearms are lifelong gifts. Four levels of customization are available. Standard: Pistol, one insignia on top of slide, one line of common text on the slide; Rifle, one insignia and one line of common text on the magwell. Silver: Pistol, one insignia on top of slide, one line of common text and one personalized line; Rifle, one insignia and one line of personalized text. Gold (pistols only): engraved with selective gold plating, floral pattern scrollwork, two insignias on top of slide, one line of common text and one line of personalized text. Platinum (pistols only, 100-unit minimum order): engraved with selective gold plating, high-luster titanium bonded finishes, patterned scrollwork, engraved Hogue grips, two insignias on top of slide, three lines of text. (sigsauer.com/

ENDLESS POSSIBILITIES Everything to maintain, repair, customize and shoot guns All products 100% GUARANTEED â&#x20AC;&#x201C; FOREVER Order our catalog

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commemorative) Source Code: EBQ

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NEWS BRIEFS

Slumberjack Goes Tactical After 57 years of designing and developing gear for outdoor enthusiasts, Slumberjack is evolving. The company is changing its name and setting its sights on the tactical hunting market. The new SJK Tactical Hunting Gear brand will offer a complete line of Kryptek camouflage packs and treestand bags designed specifically to give hunters a tactical edge on any hunt. SJK Tactical Hunting Gear’s new fall 2014 line is designed to appeal to an emerging market of tactical hunters, and will feature lightweight materials and durable construction.

SJK received an extensive amount of input from its partners at Outback Outdoors in order to create its new line. “The hunting community is rapidly evolving, moving toward a more tactical approach to their outdoor experience,” said Russell Rowell, vice president of SJK Tactical Hunting Gear. “Our shift from Slumberjack to SJK Tactical Hunting meets the needs of the new tactical hunting customer with products that feature materials and technology designed specifically for the modern hunter.” The SJK Tactical

SJK’s Thermal Cloak treestand bag keeps hunters warm and dry in harsh conditions.

Hunting line includes five new tactical packs, ranging from the Flush 750 waist pack to the fully featured Bounty 4500. The Bounty (SRP: $299) is a 74-liter pack featuring an expandable/ detachable load-carry system that allows a game bag to be carried close to the body, a detachable day pack with organizational pockets, and a built-in rifle shooting platform. Remove the entire pack bag and use the frame separately to create a versatile carry platform. Designed to offer protection from the elements and the freedom to stay mobile in the

field or around camp, the SJK Thermal Cloak treestand bag (SRP: $199) provides all-day warmth and comfort for the stoic hunter who endures cold and wet conditions. Quiet, weather-ready fabrics repel wind, rain, and snow while 160 grams of synthetic insulation helps keep you warm all day. The lengthy foot of the bag will cover boots, but remains open, allowing you to maintain proper footing on the treestand. Large, selfsealing arm ports allow you to silently move into shooting position. (slumberjack.com/ tacticalhuntinggear)

EOTech’s Holographic Weapon Sight is superior to red dots: • Large ring around the dot gets you on target faster • The smallest dot in the industry provides better accuracy • Square window offers the largest feld of view

transform your arsenal.

XPS Black

For more information, visit www.eotech-inc.com/products/sights/xps2

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Champion and Federal Award 2014 Tom Knapp Memorial Scholarships Champion Traps & Targets and Federal Premium Ammunition recently announced the winners of the 2014 Tom Knapp Memorial Scholarship. Tyler Koenen of Alden, Minnesota, and Jenna Jahnke of Stillwater, Minnesota, each received $5,000 to apply toward their undergraduate educations. The scholarship program was created to honor legendary exhibition shooter Tom Knapp, who passed away in 2013. With the support of his wife, Colleen,

Champion extended Knapp’s licensed products program to fund the scholarship. Eligible students were high school seniors who actively participated on a Minnesota State High School Clay Target League team, with a cumulative average of 20 from all clay target competitions. They needed at least a 3.25 grade point average on a 4.0 scale. Considering the success of the scholarship, Colleen Knapp has generously agreed to extend the program into 2015 and beyond. Koenen will apply his

scholarship to an education in mechanical engineering at Iowa State University, while Jahnke will use her award at Minnesota’s Century College, where she will study accounting. “Tom Knapp was actually the person who inspired me to get into clay target shooting, so it was a great honor to be one of the recipients of this award,” Koenen said. “Thanks to everyone who made this scholarship possible.” Jahnke learned about Knapp through watching his performances on YouTube. She plans to

Tyler Koenen and Jenna Jahnke each received $5,000 Tom Knapp scholarships to apply toward their undergraduate education.

follow Knapp’s example of passing on the shooting heritage by staying involved with the Stillwater High School trapshooting program she helped launch. “It’s

pretty awesome. I like the routine of shooting and watching the targets break,” she said. (champion target.com; federal premium.com)

I carry.

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NEWS BRIEFS

Huntworth Offers Affordable Quality With the company based in the rolling hills of western Pennsylvania, the Huntworth clothing label is, according to president Neal Ash, “built on a foundation of functional form-fitting apparel, forward-thinking design, and unheard-of affordability. Around here, we have a long history of athletics, sporting traditions, and cutting-edge technologies that inspire us in the creation of our product line.” Ash likes to say, “We’re all about ruthless innovation and performance. Our in-house product design team isn’t afraid of crossing over to other extreme sports for a nextgen approach to hunting apparel. That’s why our stuff looks as good as it works.” In many cases, such performance comes with a steep price. Not Huntworth. “Demographics show that 75 percent of outdoorsmen are value-conscious,” he says. “They have to worry about how

they spend their money. This is a crowd that isn’t going to spend $200 for a coat or $75 for a pair of gloves. But, at the same time, they do want quality. They’re not interested in buying a shirt for $9.99.” For Huntworth, the sweet spot is between $19.99 to $29.99. At those price points, the manufacturer can deliver affordable quality. “Where other brands seem to command a crazy markup, we can sleep well at night knowing that we packed as many features as possible into a product that won’t put a huge dent in your wallet,” he says. “Our products deliver great performance for the money. Our customers can’t lose, and that’s why we’re doing so well.” Though Huntworth offers a complete line of base layers, jackets, pants, and hats, the foundation was built on gloves, which remain a core strength.“What we really try to do is make very techy, performance-oriented gloves at an

Remington Arms Company, LLC (“Remington”) is voluntarily recalling Remington Model 700™ and Model Seven™ rifes with X-Mark Pro® (“XMP®”) triggers, manufactured from May 1, 2006 to April 9, 2014. Remington has determined that some Model 700 and Model Seven rifes with XMP triggers could, under certain circumstances, unintentionally discharge. A Remington investigation has determined that some XMP triggers might have excess bonding agent used in the assembly process. While Remington has the utmost confdence in the design of the XMP trigger, it is undertaking this recall in the interest of consumer safety to remove any potential excess bonding agent applied in the assembly process.

REMEDY / ACTION TO BE TAKEN

HOW TO DETERMINE IF YOUR RIFLE IS SUBJECT TO THE RECALL

Visit xmprecall.remington.com or call 1-800-243-9700 (Prompt #3 then Prompt #1) Monday through Friday, 9 a.m. to 5 p.m. EDT. You will be asked to provide your name, address, telephone number, and rife(s) serial number.

1. Identify the serial number (Located on the left side of a right handed receiver and on the right side for left-handed receivers) and provide it to Remington’s recall support team, either by entering it at xmprecall.remington.com or calling 1-800-243-9700 (Prompt #3 then Prompt #1) Monday through Friday, 9 a.m. to 5 p.m. EDT. 2. You may also determine if your rife is subject to the recall by a visual inspection. If the face of the trigger is ribbed, your rife does not have an XMP trigger and is NOT subject to this recall. If the face of the trigger is smooth, your rife has an XMP trigger and IS subject to this recall.

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STOP USING YOUR RIFLE. Any unintended discharge has the potential to cause injury or death. Immediately cease use of recalled rifes and return them to Remington free of charge. Rifes will be inspected, specialty cleaned, tested, and returned as soon as possible, at no cost to you. DO NOT attempt to diagnose or repair recalled rifes.

TO PARTICIPATE IN THIS RECALL PROGRAM

SAFETY FIRST: Always follow the Ten Commandments of Firearm safety whenever you handle any frearm. Visit Remington.com for more information. Remington is deeply sorry for this inconvenience, but we believe in safety frst. It is imperative that Model 700 and Model Seven rifes subject to this recall are not used until they have been inspected and specialty cleaned by Remington. The Remington team is committed to the quality and safety of its products.

attractive price point,” he says. Ash says Huntworth gloves are designed to meet three criteria.“First, a glove should fit like a second skin; a hunter needs that flexibility, he needs to be able to pull a trigger. A bulky glove is just going to get in his way. Second, we design our gloves to have a strong grip. Dropping your rifle will ruin your day, falling off a treestand ladder will ruin your day. Third, our gloves provide warmth without bulk. Whether it’s a long pile or waffle-fleece lining, our gloves will keep you warm without bulk.” Anyone who has followed the shootingsports business over the past few years certainly knows that the women’s market is a strong growth area. It’s certainly important to Huntworth. “Women are a huge, growing market in the hunting business,” says Ash. “If you’re not thinking about women, shame on you.” But Ash notes that this market segment is more than simply hunting wear. “Yes, more women are getting into hunting, but at the same time more women are expressing their fashion consciousness through camouflage,” he says. “And more women are wearing activetype jackets and pants with a yoga look.” That trend is driving the company to offer slimmer women’s jackets and pants that have clearly borrowed the “yoga” look. Huntworth is not asking its women customers to wear “boy’s clothing.” Their garments are expressly designed and sized for women. Another design feature exclusively for women is the so-called “ponytail hole” in some of the women’s caps. “This is not a man’s hat with a hole in it; it’s a lady’s hat that has a very feminine look. It has become one of our strongest sellers. Clearly, the market has voted for it, and every woman who wears it is proud to wear it,” he says. Another interesting aspect of Huntworth is that it spent the time and money to develop its own proprietary camo patterns. Doing so not only allows the clothing line to have its own distinctive look, but, as Ash acknowledges, also saves money (by not having to license patterns) that can be passed on to the end user. He admits that creating and trademarking the OakTree Evo pattern was a substantial investment, but it’s one that is paying off in the long run.

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Ash knows how important retailers are to the ultimate success of his company. “That’s why we offer a retail partner a complete camouflage resource for all their soft goods needs. The idea is to make it easier for the retailer to make a sale.” That philosophy extends to such mundane matters as hang tags. “We gave a lot of thought to this,” he says. “Our hang tags look cool, and they look good. The quality of the packaging says a lot about how you value the product.” Ash also notes that each tag is affixed with a QR code label that will send the customer to the Huntworth website for more product information. This is an especially important feature because many young customers shop with cell phones in hand. Younger customers, active in all forms of social media, are driving more manufacturers to drastically improve their social media efforts. “Social media is very important to us,” Ash says. “Our Facebook page has been growing. We’ve also expanded our YouTube page, and we’re embracing Instagram as well.”—Slaton L. White

Huntworth gear packs as many features as possible into an affordable package.

(412-325-7875; huntworthgear.com)

/ w yo b i z co u n c i l

ROOTED IN THE WEST. INVESTED IN THE FUTURE. Two trans-continental interstates and two Class I railroads. Temperate climate and low energy costs. No income taxes. Robust available properties and unmatched industry-specific incentives. Wyoming is the perfect place for your business. Contact Brandon Marshall, Business Recruitment and Development Manager, to learn more about the programs Wyoming can offer your business. Call: 307.777.2820 • Email: brandon.marshall@wyo.gov © 2014 Wyoming Business Council • 214 W. 15th St. • Cheyenne, WY 82002 • 307.777.2800 • 800.262.3425 • info.wbc@wyo.gov

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For more information, visit:

www.whywyoming.org

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NEWS BRIEFS

Leupold & Stevens Promotions Strengthen Marketing Efforts Leupold & Stevens Inc. has announced a number of staff promotions within its global marketing department. “These changes acknowledge the significant accomplishments of some key individuals on our marketing team. We are incredibly fortunate to have so many world-class marketing and brand experts in-house,” says Rob Morrison, vice president of global marketing. Mike Slack has been promoted to the position of brand creative director. Slack has played key roles in the leadership of marketing, communications, and advertising throughout his 33 years of service at Leupold & Stevens. In his new role, he will be focused on leading all creative

development, fostering key strategic industry partnerships, and management of the overall brand experience at the manufacturer’s U.S. manufacturing facility in Beaverton, Oregon. Pat Mundy has been promoted to the position of director of brand communications. Mundy has been with Leupold & Stevens for more than 10 years and has played a key leadership role in brand management, merchandising, marketing, communications, and public relations. His new role will be focused on providing leadership in the areas of advertising, digital/web communications, show sponsorships, celebrity endorsements, media and industry relations, merchandis-

Leupold & Stevens veteran Mike Slack has moved up to brand creative director.

ing, and marketing services. Shane Meisel and Steve Krajczynski have been named managers within the marketing department. Meisel will

lead trade marketing programs while Krajczynski will lead consumer marketing programs. Both were previously in brand management roles at the company and will report to Pat Mundy as part of the brand communications team. Finally, a new team, consumer product services, is being added to the marketing department, where it will focus on the consumer-facing aspects of the business. The areas that will be consolidated within the new consumer product services team are technical services, product services, the Leupold Custom Shop, and product training. The consumer services group will be led by manager of consumer services Tim O’Connor.

MAGPUL SERIES TACTICAL SHOTGUNS BY MOSSBERG E X C L U S I V E LY AT R S R G R O U P, I N C.

RSR Group, Inc. is pleased to offer the Exclusive Magpul Series Tactical Shotguns by Mossberg. These six superbly crafted pump action shotguns feature the time-tested performance of the Mossberg 500, 590, and 590A1 models, with the enhanced functionality and reliability of Magpul SGA stocks and MOE forends. The Magpul Series Tactical Shotguns by Mossberg are available Exclusively at RSR Group, Inc.

O R D E R O N L I N E AT W W W. R S R G R O U P. C O M NEW YORK 800.458.4867

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FLORIDA 800.541.4867

NEVADA 800.634.4867

TEXAS 800.752.4867

WISCONSIN 800.832.4867

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New Browning Hell’s Belles Clothing Line Designed for Women Hunters To keep women hunters warm, dry, and concealed, Browning is introducing Hell’s Belles clothing. Each item was designed to fit a woman’s shape while remaining highly functional in the field. Included in the new line are the Soft Shell Jacket and Pant, Ultra-Lite Jacket and Pant, and the PrimaLoft Jacket. Each item is available in Mossy Oak Break-Up Infinity or Realtree Xtra. Both styles feature pink camo contrast blocking. The Hell’s Belles Soft Shell Jacket and Pant utilize a midweight shell fabric that is windproof, water-resistant, and breathable. To help control human odor, the soft fleece lining uses Browning’s Advanced Scent Control. Stretch-nylon adjustable cuffs with Velcro closures eliminate drafts. The Soft Shell Pant has a fully constructed waist with belt loops, hip pockets, and a thigh pocket on the right side. Available in sizes S–2XL. SRP: $212, jacket; $200, pants.

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Browning’s Hell’s Belles PrimaLoft jacket has a featherweight shell and Lycra cuffs, and is available in S–2XL.

For warmer weather or high-activity hunting, the Hell’s Belles Ultra-Lite Jacket and Pant use a lightweight shell fabric that is water- and wind-resistant yet still breathable. Here, also, Advanced Scent Control helps control odor. The Ultra-Lite Jacket has on-seam handwarmer pockets with zipper closures. The Ultra-Lite Pant has a fully constructed waist with zippered fly and belt loops. The pants feature hip pockets, one rear zippered pocket, and open cuffs with zip-to-knee openings. Available in sizes S–2XL. SRP: $173 each. For cold weather, the Hell’s Belles PrimaLoft jacket uses lightweight PrimaLoft insulation for ultralight warmth and comfort. The jacket has a water- and wind-resistant featherweight shell and Lycra cuffs for added protection. It also has zippered handwarmer pockets and an inside zippered pocket for valuables. Available in sizes S–2XL. SRP: $212. (browning.com)

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U P D AT E

BY STEVE SANETTI, PRESIDENT & CEO

FROM THE NSSF

Diversity Is Our Goal

Our best defense against attacks on the industry is a customer base as diverse as America itself

need not tell you that our entire industry is under sustained attack. This is fueled by fear and ignorance, abetted by an inflammatory mass media, and funded by a powerful elite who seek to demonize firearms, their owners, and our industry. It is designed to turn people against the shooting sports and our way of life—forever. Those who have no experience with the safe and lawful ownership and responsible use of firearms are particularly susceptible to such incessant propaganda. We need to address this head-on. As our nation’s demographics continue to change, we must devise more effective ways to communicate—to all segments of our population—the true value of

gers. So we are talking with prospective non-traditional participants in the shooting sports, to discuss ways to attract and engage them. Our recently concluded Shooting Sports Summit also

The tremendous growth we’ve seen in recent years has come signiﬁcantly from demographic groups that are more diverse, more urban, younger, and possessed of larger numbers of female participants than ever before. That’s a great tribute to our resilience. the American traditions of freedom, self-reliance, personal responsibility, and the enjoyment of days afield with family and friends that come with the responsible ownership and use of firearms. We need to welcome newcomers of every persuasion in ways that resonate with them. We have a great story to tell—but it falls on deaf ears, if our intended recipients only see and hear ineffective messages from today’s stereotypical messen-

focused on diversity, and many good and intelligent ideas emerged from it. America embraces those from all nations and backgrounds who treasure the freedoms we enjoy. All of us have ancestors who came here from places where they couldn’t even dream of participating in hunting or target shooting, or even owning a firearm. Today, the many millions who participate in the shooting sports are the result of this assimilation of newcomers into the

American culture. We know it can and must be done. The tremendous growth we’ve seen in recent years has come significantly from demographic groups that are more diverse, more urban, younger, and possessed of larger numbers of female participants than ever before. That’s a great tribute to our resilience in the face of slanderous invectives from those who believe, falsely, that we are in decline. We welcome anything and everything for consideration, as we carry out our mission to promote, protect, and preserve hunting and the shooting sports. Let’s keep sharing these thoughts, freely and frankly, and we’ll translate the best of these new ideas into action. If we can effectively convey our passion for what we do, the future of hunting and the shooting sports we love will be assured. The masses of newcomers flocking to our great nation to enjoy the benefits of American citizenship, and other diverse groups already here but underrepresented in hunting and the shooting sports, need to be welcomed as friends and partners, sharing our ideals and doing what we love, together. To do so, they need your guidance and your encouragement. So let’s all give it our best shot!

Steve Sanetti

President and CEO, The National Shooting Sports Foundation

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U P D AT E

B Y PAT R I C K S H AY, D I R E C T O R , R E TA I L D E V E L O P M E N T

R E TA I L E R T O O L B O X

Quick Tips to Improve Your SEO

The web’s a big place. Make sure your business is visible

earch engine optimization (SEO) is, simply put, the way to get noticed on the web among the millions of others who have the same goal. While the concept is central to anyone with a web presence, actually being successful at it can be befuddling to some, and a downright time drain on anyone who finds this as part of their job duties. It doesn’t have to be.

With these quick tips, you’ll be able to maximize your SEO without investing too much of your valuable 8–5 time. These tips are mainly directed toward Google, as it “owns” three-quarters of the search engine market. The first thing you’ll want to do is make sure your site is optimized for local searches. This will allow your store to be displayed on your customers’ smartphones, tablets, and computers. To do this, go to google .com/placesforbusiness and register your business there. You’ll provide your business name, address, phone number, email address, and business hours. Google also recommends that you “include a description of your business, several photos, and a link to your website [that] will help encourage potential customers to choose your service.” Once you’re registered as a local business through this Google portal, when a customer in your area

searches for the products or services you provide, you will appear on the search results page. If you don’t take this one critical step, you will be nearly invisible on the web to potential new customers. Once you register your business, you’ll want to focus on the ratings and reviews your customers provide. The ratings and reviews will further help increase the SEO “score” you receive from Google’s algorithm, as they indicate you are a reputable merchandiser that is well thought of by its customer base. One approach to take is to talk to your longterm customers and those you recognize as

having a particularly positive experience, and ask if they would review and rate your store. Please note that we do not advocate making up reviews or placing false customer reviews to “beat the system,” as it were. Now, on to your actual website! Your “title tags” are the single most important SEO component (behind your overall content, of course). These tags are the main text that describes your online document. Title tags appear in three key places: in the web browser, on the search results page, and on external websites. The title tag element is meant to be an accurate

and concise description of a page’s content. By using keywords in your title tags, search engines will highlight those terms in the search results when a user makes a query with those same terms. The title tag of any page appears at the top of internet browsing software, giving further visibility to your page and its contents. As title tags are such an important part of search engine optimization, implementing best practices for title tags makes for terrific lowenergy but high-impact SEO task. Another key to SEO is “meta tags.” Meta tags are a very important part of the HTML code

As title tags are such an important part of search engine optimization, implementing best practices for title tags makes for terrifc low-energy but high-impact SEO task.

of your web page. They are read by the search engines but not displayed as a part of your web page design. They usually include a concise summary of the web page content, and you should include relevant keywords in them. The keyword tags should contain between four and 10 keywords, be listed with commas separating them. The tag words should correspond to the major search phrases you should be targeting. Every word in this tag should appear somewhere in the body of your web page, or you might get penalized for irrelevance. However, no single word should appear more than twice, or it may be considered spam. By implementing these few easy steps, the search return rating on your site should dramatically increase. Best of all, you’ll have maximized the efficiency of your website and made finding your site and business that much easier for your customer base, both goals accomplished with only a small amount of time invested. How many other things can you get you that kind of return for so little effort?

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U P D AT E

NSSF Industry Summit Charts the Way Forward

here’s no denying that participation in target shooting and hunting has made significant gains in the last five years. Yet those attending the recent NSSF Industry Summit were encouraged by nationally known speakers not to accept this favorable status quo, but instead to look for innovative ways to build on that success. Held June 9–11 in Springfield, Massachusetts, the Summit also provided a report to more than 210 industry leaders on “Models of Success”—innovative programs implemented by state wildlife agencies to create new hunting and shooting opportunities. Breakout sessions on diversity, social media attacks on hunters, marketing, and firearms safety were part of the information-packed schedule. “NSSF’s goal with the Industry Summit is to serve as a catalyst for research-based, innovative strategies and pro-

Katie Pavlich, left, and Dana Loesch, center, were guests for a Summit media panel, moderated by NSSF’s Mike Bazinet.

grams that will help ensure a positive future for the shooting sports,” said Chris Dolnack, NSSF senior vice president and chief marketing officer. Attendees were challenged to innovate by high-energy speakers such as Jeremy Gutsche, author of Exploiting Chaos and founder of Trendhunter.com, and Jonah Berger, professor at the Wharton School at the University of Pennsylvania and

author of Contagious: Why Things Catch On. One of the Summit’s most revved-up sessions featured an entertaining dose of opinion from Katie Pavlich, reporter for Townhall.com and contributor to the Fox News Channel, and Dana Loesch, host of radio’s The Dana Show and Dana on the Blaze television network. They made their feelings known about media bias, inaccurate

reporting on the Second Amendment, and how to handle a television interview. A panel made up of a group of young adults (ages 10 to 34) provided a revealing look at their attitudes toward firearm ownership and the shooting sports. At 100 million strong, Millennials represent a huge opportunity for introductions to the shooting sports. In addition to the main speakers, the Summit featured TED-style talks on diversity, marketing, recruitment and reactivation of hunters, target shooting participation, responses to social media attacks against hunters, and the firearms industry’s safety initiative, “Own It? Respect It. Secure It.” Georgia USA, the state’s business development arm, was the Platinum Sponsor of the NSSF Industry Summit. The 2015 Summit will be held in Savannah, Georgia. Go to nssf. org/summit to learn more.

Hunting Works for America Expands to Include Wisconsin From the mountains of Utah to the grassy plains of Iowa to the forests of Pennsylvania, Hunting Works for America has been educating the public and policymakers for four years about the economic impact of hunting. The program has added another state to its roster and will now be uniting stakeholders and educating policymakers in Wisconsin, the eighth state to join the program. Previously, NSSF has launched the program in Arizona, Iowa, Minnesota, Missouri, North Dakota, Pennsylvania, and Utah. The newly formed Hunting Works for Wisconsin partnership has more

than 70 partner organizations, and will be adding dozens more in the months to come. “Thousands of people hunt in Wisconsin every year, and thousands more come from out of state to hunt here. A strong appreciation for the outdoors and outdoor sports is evident in the money people spend on hunting,” said Chris Dolnack, NSSF senior vice president and chief marketing officer. “Hunters spend $2.6 billion a year in Wisconsin, and contribute $228 million in state and local taxes. This spending translates into 34,000 Wisconsin jobs, $1 billion in salaries

and wages, and an economic ripple effect of $4 billion.” Hunting Works for America is more important than ever, with attacks on traditional hunting increasing every year. The Hunting Works program tells people that hunters are not the enemies of wildlife, but instead the original protectors of America’s wild places. The money hunters spend on hunting licenses, fees, and taxes pays for conservation efforts. The money collected by the PittmanRobertson Act, an excise tax on hunting equipment, is distributed to states every year for land purchases, habitat rehabilitation, and hunter safety classes. Learn more at HuntingWorksforWI.com.

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NSSF, SANDS EXPO EXTEND SHOT SHOW AGREEMENT TO 2020 The NSSF and Sands Expo and Convention Center have followed up the 2014 record-setting SHOT Show by adding another two years to their agreement. Under the new terms, the show will remain at the Sands Expo through 2020. The 2014 SHOT Show, which ran Jan. 14–17, attracted more than 67,000 in total attendance, an alltime high, and was the fifth consecutive SHOT Show held at Sands Expo. “We’re

pleased with the investment that the Sands Expo has made in order to meet SHOT Show’s needs,” said Chris Dolnack, NSSF senior vice president and chief marketing officer. “The 2014

SHOT Show was the highestrated by both attendees and exhibitors, and we want to continue to build on our success here in Las Vegas.” SHOT Show is the city’s fifth largest trade show and the largest trade show of its kind in the world. The Sands Expo and Convention Center houses more than 2 million square feet of meeting and event space. The SHOT Show generates more than $73 million for the Las Vegas economy.

NSSF Selects Orchid Advisors as Compliance Information Provider

he NSSF has endorsed Orchid Advisors as the official compliance information provider for NSSF members. “We are extremely pleased to select Orchid Advisors to help NSSF members receive the information they need to manage their compliance obligations,” said Steve Sanetti, NSSF president and CEO. “This service agreement is another example of how we’re helping our members better identify, understand, and address compliance head-on.”

SHOT Show Named One of Top 25 Fastest-Growing Trade Shows The SHOT Show has been cited as one of the Top 25 fastest-growing trade shows based on attendance growth by a leading industry trade publication—a recognition that will surprise few who have attended the record-breaking SHOT Shows in Las Vegas in recent years.

The announcment by the Trade Show News Network places the SHOT Show in elite company with many of the trade show industry’s most recognized names. “It’s outstanding that our industry’s trade show, the SHOT Show, continues to grow and be recognized with the fastest-growing

shows in North America,” said Chris Dolnack, NSSF senior vice president and chief marketing officer. “This honor is shared by all the talented people who work on the show.” The SHOT Show will be honored at the 5th Annual TSNN Awards Nov. 14–16 in Cleveland, Ohio.

NSSF ISSUES HUNTER/SHOOTER SPENDING REPORT The NSSF’s “Hunting in America” and “Target Shooting in America” reports reveal the broad impact that spending by hunters and target shooters has on America’s economy. Now, responding to demand for a combined report, NSSF has issued “Economic Impact of Hunting and Target Shooting in America,” showing, among other statistics, that spending by America’s sportsmen and -women results in a total impact of $110 billion annually to the U.S. economy. America’s hunters and target shooters are an economic engine whose hum can be felt by businesses of all sizes. The report contains some surprising findings and interesting comparisons. The more than 866,000 jobs hunting and target shooting support would rank it as the seventh-largest employer in the world, ahead of McDonald’s. And the $48 billion in retail sales exceed those of Fortune 100 Companies like Coca-Cola or Disney. Expenditures by hunters and target shooters result in combined state, local, and federal taxes of more than $15 billion, an annual collection that would pay more than 336,000 firefighters. The report includes a state-by-state breakdown of the economic impact of hunting and target shooting activities. Leading the pack is Texas, whose hunters and shooters generate $5.1 billion in economic activity, followed by Michigan and New York, at $4.6 billion each, and Wisconsin at $4.2 billion. These impressive numbers show that the popularity of target shooting and hunting are good for industry and good for America. The “Economic Impact of Hunting and Target Shooting in America” report, as well as the individual reports, are available at nssf.org/research.

© 2014 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business®, SHOT Show® and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundation’s prior express written permission. All other company and product names are trademarks or registered trademarks of their respective owners.

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U P D AT E

NSSF Delivers Value Premium Retailers’ Free Compliance Consultation

ONE MEMBER’S EXPERIENCE

Member: Bryan Lingle, Owner

esigned to offer the best protection and benefits available in the industry, NSSF’s Premium Retailer Membership is something all firearms retailers should take advantage of. The NSSF’s consultant staff will visit the member’s store to review operations to teach and train the staff to implement the proper procedures to be compliant at all levels. As an added benefit, an unlimited defense fund is put in place to help retailers protect their business against administrative actions or judicial proceedings taken by the ATF. Visit nssf.org/retailers to learn more about NSSF Premium Retailer Membership.

Business: Gunslinger Arms, Berryville, Virginia

Description of Business: “Gunslinger Arms is a full-service frearms retailer. We established our business in 2011 out of a passion for all things frearms. We specialize in tactical and self-defense frearms and accessories. We value our customers and pride ourselves on providing excellent customer service. Whether it’s tactical, self-defense, or hunting gear that our clients are looking for, they can rest assured they have found a company that will take the time to make sure their every need is accommodated.” Experience with NSSF Premium Membership FFL Compliance Consultation:

Interested in NSSF Membership?

Promoting the great American tradition of hunting and shooting is what the National Shooting Sports Foundation is all about. For our members, it’s more than a sport; it’s a way of life. Join the more than 10,000 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, call 203-426-1320, email membership@ nssf.org or visit nssf.org/join.

“We at Gunslinger Arms were in the process of opening our second retail location in Berryville, Virginia, when the Premium Retailer Membership was ofered from NSSF. As a former federal law enforcement ofcer, I always keep ATF compliance at the forefront of everything we do. The NSSF Premium Retailer Membership ofers a free compliance consultation with former ATF ofcials. I took full advantage of this opportunity and met NSSF consultant Wally Nelson at our shop. Mr. Nelson spent the better part of a day with us reviewing records and going over compliance concerns. His knowledge and expertise with compliance were worth every dollar spent on the NSSF Premium Retailer Membership.” Value of NSSF membership:

“NSSF’s Premium Retailer Membership ofers protection and benefts to my company like no other in the industry. For me as a small frearms retailer, the NSSF Premium Retailer Membership ofers a plethora of resources that make me feel as if I have an entire team working alongside of me. My membership gives me access to the legal defense fund, a free NSSF compliance visit, 24/7 compliance hotline, a copy of NSSF’s compliance compendium, NSSF research and reference materials, a free ticket to the SHOT Show University, and SHOT Show VIP access. The legal defense fund and free compliance consultation alone are worth more to my business than the annual Premium Membership fees.”

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BY LAWRENCE G. KEANE, NSSF SENIOR VICE PRESIDENT AND GENERAL COUNSEL

U P D AT E

YO U S H O U L D K N O W

NSSF PAC in 2014

The industry is under ﬁre in a tough election cycle, but we have the resources to defend ourselves

fforts that started, in 2013, to severely restrict access to firearms and criminalize law-abiding firearms owners are still being relentlessly pursued coast to coast, especially in states like California, New Jersey, and Massachusetts. The push for more gun control that failed last year at the federal level is, unsurprisingly, once again surging, with many House Democrats calling for another gun control vote. Gun control will likely be a major issue in the 2014 midterm elections and could decide the fate of many candidates running in tight races for re-election. Most of the attention is on the United States Senate. Of the 36 Senate races, 21 are for seats currently held by Democrats; many of those Senators represent red or “purple” states. This presents Republicans with an opportunity to seize control of the upper chamber, which many analysts say has a greater than 50 percent chance of happening. In the U.S. House of Representatives,

promised to pump $50 million into the midterm elections, to support his antiindustry, anti-gun candidates. His guncontrol ad blitz could energize his supporters to use the ballot box as a vehicle to impose even more far-reaching restrictions on gun ownership—and drive us out of business. He is not shy about challenging us, and he vows to punish and intimidate pro-industry, pro–Second

The NSSF PAC is well-positioned to provide support to more pro-industry, pro–Second Amendment, and pro-sportsmen candidates in competitive midterm races. Further, the PAC has the resources to help oust candidates who would rather attack us than recognize the valuable contributions we make to the economy. all 435 seats are up for grabs. While forecasters believe the House is less likely to flip, it is still very important for our industry to support candidates, regardless of party affiliation, who are solid on our issues and who will stand with us in protecting our gun rights, jobs, and businesses. Our firearms freedoms greatly depend on gun owner and sportsman turnout at the polls in November. Billionaire Michael Bloomberg has

Amendment, and pro-sportsmen federal and state lawmakers, saying, “We’ve got to make them afraid of us.” The NSSF PAC is well-positioned to counter these attacks, by providing greater support to more pro-industry, pro– Second Amendment, and pro-sportsmen candidates in highly competitive midterm races. Unlike in prior years, the PAC has the resources to help defeat Senate and House candidates who would

rather attack us than recognize the valuable contributions we make to the economy every day. The NSSF PAC charges onto the midterm election battlefield with a sizable war chest and a vast army of alert and engaged supporters. In the current twoyear election cycle (2013–2014), the NSSF PAC has raised close to $330,000 from nearly 325 contributors. In comparison, during the two-year election cycle of 2011–2012 (which, of course, included a presidential election), the PAC raised a little more than $100,000 from just 120 contributors. The PAC is on course to have another record-breaking year in the growth of its donor base, its money raised, the number of candidates supported, and the level of this support. Unfortunately, anti-industry, anti-gun adversaries and special interest groups are buoying candidates who do not share our views when it comes to firearms and our cherished hunting and shooting sports heritage. They have boasted that they will use all their resources to support candidates who are tough on guns, and against those who opposed gun-control efforts in 2013. As we head into the final stretch of the campaign season, the NSSF PAC will continue to be fully sighted in and engaged in races at all levels. There is no way the NSSF PAC is going to back down, and neither should we. We all must accept the challenge to counter the condemnation of our industry by getting out the GunVote this November. This is a battle—and we are going to win. AUGUST/SEPTEMBER 2014 ❚ SHOT BUSINESS ❚ 21

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FYI

BY SCOTT BESTUL

Mastering the Game

The SHOT Business Retailer of the Year reveals key secrets to success

uincy, Illinois, lies in the veritable heart of “flyover country,” but savvy outdoors retailers would be foolish to dismiss the town of 55,000. That’s because Game Masters, the SHOT Business Retailer of the Year for 2013, is located in Quincy. Game Masters boasts 30 employees (10 fulltime) and 22,000 square feet of retail space. More important, it employs sharp businessmen like Steve March, who sat down with us to discuss the reasons behind the shop’s success.

■

ADVERTISE RIGHT: “It’s always a struggle, trying to figure out how many dollars to devote to each media format,” March says. “We place ads on radio, TV, and in newspapers. And while the signs point toward print media eventually going away, it’s definitely not there yet. Lots of our customers still like to read a newspaper, and we can’t ignore that.”

which was very cool and pretty popular. But if all your customers do is walk in there, ogle a $10,000 Perazzi, then put it down and walk out, you haven’t made a dollar on something that’s very expensive to stock. We make sure the customer not only buys our merchandise, but buys it three times over. If something is not making a profit, get it off the shelf.”

■ COPY THE BIG DOGS: “I’m not ashamed to admit we’re trying to mimic Cabela’s in a lot of what we do,” March says. “Of course, it’s on a much smaller scale, but we’d love to create that kind of ‘destination’ mindset—a place where people stop in just to hang out, even if they don’t have specific needs. We’ve even got some pretty cool taxidermy: lots of whitetails, of course, but also elk, bears, and plenty of African stuff. The kids like to get their picture taken with our hippo while Dad is doing his serious shopping.”

■ CYBERSPACE…THE FINAL FRONTIER: “If you’re not in the

■ SNAG THE HUNTERS: “You draw a circle about 200 miles out of Quincy, and that’s where most of our business comes from, nine months out of the year. We start focusing on

The owners of Game Masters are presented with the SHOT Business Retailer of the Year award at the 2014 SHOT Show in January.

hunting season in August [squirrel] and September [dove]. But come deer season— bow season starts in October, shotgun is late November into January—we get people from all over who want to hunt ‘The Golden Triangle’ formed by Pike, Adams, and Brown counties. Lots of these guys are from the South, and we’re kind of their go-to shop when they come up deer hunting. We get them because we have quality stuff and believe in old-fashioned customer service. They leave here thinking, ‘Those Yankees are all right, I guess!’”

USE A BUYING GROUP: “We’re a member of ‘Nation’s Best,’ which represents more than 300 retailers nationwide. When you have that kind of power, you get a better price and your allocation is bigger, which translates into better customer service. You have what people need—even when it’s hard to get—and you can sell it cheaper than your competition.”

■

BE A RUTHLESS STOCKER:

“You can’t fall in love with your product so much that you lose your head—or your shirt. We used to have a ‘Fine Gun’ room,

online marketplace, you’d better get there—the faster the better. I say that knowing we’re not getting there nearly fast enough. Some of the necessary work is just plain old data-entry: getting stuff cataloged and updating descriptions so the product is appealing to online shoppers. Right now we have only two people working on this; we hope to have 20 someday. It broadens your customer base exponentially. We can— and have—sold Sitka Gear to customers in Australia and Russia. Retailing is entering a new era. People love to come in a shop like this to touch and feel stuff. Then they hop on their smartphone to see where they can get it the cheapest.”

Game Masters’ Steve March can’t explain it, but the sales figures back him up. “We sell a lot of stuff on Black Friday,” he says. “Once we figured that out, we tailored special sales for those folks who get up at five a.m. to be there when the doors open. We’ve also found that hosting sales near Father’s Day and the Fourth of July— typically a really slow period for us—is good business. It’s also an excellent time to mark down products that haven’t moved well the rest of the year.” Of course, we all know men like to save money as much as women do. Maybe we’re just more focused shoppers?

JUSTIN APPENZELLER

Men Love Black Friday, Too

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FIRING LINE

BY CHRIS CHRISTIAN

Taurus Revamps a Personal Defense Classic

The Taurus 85VTA View is a new take on the classic Old West derringer

he Colt Single Action Army Peacemaker is an Old West icon, but it’s not the only one. Equally popular, and maybe more so, was the two-shot derringer. That model could be found everywhere, from a lawman’s vest pocket or a shopkeeper’s apron to, famously, up a gambler’s sleeve. These guns offered only two shots, accuracy was poor, and the rimfire cartridges of the day lacked power. Nevertheless, they had one overriding advantage—they were the smallest pistol available and could always be discreetly at hand.

The new Taurus 85VTA View ($599) modernizes that concept. Introduced earlier this year, the View is a five-shot DAO revolver chambered for .38 Special and built on Taurus’ Model 85 action with a transferbar safety and the Taurus Security System. It features an aluminum-alloy frame with a right-side transparent polycarbonate sideplate (hence the name “View”), a titanium cylinder, and a 1.41-inch titanium barrel with a steel barrel liner. Sights are a fixed-channel rear and a ramp front. The gun sports a matte gray/brushedaluminum finish. The grip frame is a rather radical and very abbreviated design. With my average-size hand, I can barely get two fingers on the grip. It’s about ¾ inch in width and features checkered polymer side panels. Overall height is 3.5 inches; length is 5.67 inches. My unloaded test sample weighed

a minuscule 9.3 ounces on a postal scale, making it the smallest and lightest multishot centerfire pistol I’ve ever seen. And it’s chambered for the .38 Special, which is not a load to sneer at when it comes to personal defense. The gun is not rated for +P ammunition, but there are a number of standard-pressure .38 Special hollowpoint loads designed for self-defense use.

For my range tests, I used the proven Federal Nyclad HP and its 130-grain American Eagle FMJ practice load. There were no problems with the gun on the range. The DAO pull was very smooth and in the 10-pound range. The ejectorrod stroke is quite short, but even with a dirty gun, it popped the empty cases out as well as any snubby would. However, as one might

Taurus’ new 85VTA View has a transparent side-plate.

expect with a gun this light and with the abbreviated grip frame, it was not a lot of fun to shoot. Recoil was quite brisk: Although not nearly as abusive as that from a 2- or 3-inch .357 Magnum snubby, it’s still not a gun to run 100round practice sessions with. But it can certainly shoot. With a firm, two-handed hold, five rounds of 125-grain Federal Nyclad consistently grouped 2 inches or less at 7 yards. The windage was perfect, and the group center was 1.5 inches above my point of aim. Given this gun’s role as a short-range defensive handgun, that’s a lot more accuracy than needed. And given the gun’s size and weight, it’s easy to keep that accuracy with you should you need it. Much like the derringers of the Old West, this is a handgun that can be discreetly carried 24/7. The biggest difference is that you get five shots instead of just two.

Closing the Sale

The View fills a niche—maximum concealment, ease of carry, and close-range personal defense. Experienced shooters often refer to these as “Get Off Me!” guns that can be jammed against an attacker and fire all rounds reliably. That was frequently the role played by derringers. The inherent reliability advantage of a DA revolver over a semi-auto is a strong selling point here. The Taurus 85 double-action has been in service for decades and has proven itself. That’s an important point for a customer who is undecided between a revolver and a semi-auto for this purpose. Counter personnel should also be aware of the effective non-+P .38 Special loads available; make sure to have some on hand. Keep some inexpensive pocket holsters in stock, as well. Above all, get the gun into the customer’s hand. Let him feel the weight and try the trigger. If the customer is seeking this type of gun, that alone should close the sale. 24 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2014

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™

In 1990 a Navy SEAL was navigating a mineﬁeld when his pack failed. As his gear tumbled to the ground, he vowed that if he got out of there alive he would make gear the right way. Today this obsession with quality applies to everything we do. We’re constantly researching, reﬁning and perfecting every detail to provide gear that won’t let you down. Because we’re not just making stuff. We’re honoring a vow.

gear as prepared as you are.

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7/11/14 3:17 PM

UNDERCOVER SHOPPER

Concealed Carry in the Buckeye State

recently completed a CCW course in Ohio and was issued a concealed-carry license by my local sheriff ’s office. That got me thinking: What handgun would area firearms retailers suggest I carry? It would be interesting finding out.

STORE A

LOOKING SHARP

➤ This large outdoors store is located in a rural area along an interstate highway, making for easy access. I arrived mid-morning on a weekday to see several employees working the gun sales counter. All were dressed in matching black golf shirts and wore name tags. No doubt about it, they looked sharp. Another positive aspect of this store was that every employee I passed, both coming and going, greeted me and asked if they could help me find anything. Approaching the gun counter, I was greeted by one of the younger men, Josh. I told him I was interested in seeing what handguns he recommended for concealed carry. He immedi-

ately reached for a Smith & Wesson M&P Shield. Coincidentally, I had purchased that exact make and model handgun during the past year, so I was very familiar with it. “It’s the hottest concealedcarry gun on the market right now,” he said, “mainly because it’s so thin.” He showed a deep knowledge of the gun as he explained its features. He noted that it came in two calibers—9mm and .40—and added that the gun also came with two magazines. Next he showed me a SIG Arms P938, and again he was very knowledgeable about the gun’s features and functions. Seeing a large selection of other handguns under the counter, I asked him if there

were other brands I should consider. “No, these are the only two I’d recommend for concealed-carry,” he said. STORE B

ON THE PHONE

➤ With the record demand for firearms during the past few years, many small gun stores have popped up recently in Ohio. This shop, located in a strip mall in a small town, opened its doors within the last year. I arrived about mid-afternoon on a Friday. As I entered the very small, one-room store, a woman greeted me from behind the gun counter. A man—presumably her husband—was also behind the counter, working on an MSR.

Two other guys were in the store, but they appeared to be just hanging out, talking guns, and not serious customers. Upon telling the woman I was shopping for a concealedcarry handgun, she placed three options on the counter: a used Kahr and two new Smith & Wesson models. I asked to handle and dry-fire each gun; she told me I could, but didn’t offer much additional information. “Choosing a handgun pretty much comes down to personal preference,” she said. I noticed that as I was dry-firing, she was checking messages on her cell phone. Giving her one more chance to help me, I pointed to the M&P Shield. I told her that I’d heard this was a popular gun

PIXEL PUSHERS

A newly minted CCW holder looks for the right sidearm in central Ohio

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and asked why. The man behind the counter got involved at that point. He walked over and pointed to the barrel of the gun. “See that M&P designation?” he said. “That stands for military and police. I believe that’s why the gun is so popular, because that’s stamped on it.” STORE C

FRESH AIR ➤

As with Store B, this gun store is a relative newcomer—in business only about a year—but was a breath of fresh air by comparison. Much larger in size (and professionalism), it is located in an urban setting within the city limits of Columbus. I arrived mid-morning on a weekday and was immediately greeted by John. I said that I

had just passed a CCW course and was shopping for a concealed-carry handgun. “Congratulations,” he said. “You did it the right way. Most people buy a gun first and then take the course.” John also told me that he was a certified NRA instructor and taught CCW courses himself. He then proceeded to take the next full hour to show me no fewer than 10 brands of handguns and various models of each. His knowledge of the various firearms was astounding, and he suggested that I dry-fire each of the guns to get a feel for their trigger pull. He also suggested that I pull the trigger at least three times on each gun; each time I did, he recycled the gun’s slide for me, so that I would not have to do

it myself and re-grip the gun. I asked various questions from time to time, but there was no need to pump John for information—he was a veritable fount of features and details. STORE D

PROS AT WORK

➤ Just a few miles outside the Columbus outer belt to the northeast of the city is a small, upscale town, the location of this longtime gun store and indoor shooting range. Arriving around noon on a weekday, I was immediately greeted by Nick. Upon stating my purpose for stopping by, Nick showed me about a half dozen brands of handguns—SIG Sauer, Kahr, Smith & Wesson, Ruger, and Springfield—suggesting that I

keep in mind two things when purchasing a concealed-carry firearm: quality and comfort. “You don’t want to have to worry about your gun functioning flawlessly if you ever have to use it,” he said. “And as far as comfort is concerned, a concealed-carry gun should be comfortable in two ways: comfortable to shoot and also comfortable to carry.” He also said that he didn’t want to overwhelm me on my first visit by showing me too many handguns, though he had plenty available. Nick then got a phone call he had to take, so turned me over to Ken, who was just as knowledgeable. I left the store feeling all my questions had been answered and that I had been waited on by two pros.

How’d They Do? Customer Service

Product Knowledge

Product Availability

Good, but I was surprised that despite such a large selection of handguns, the clerk only showed me two brands.

Of the two brands he recommended, at least, the clerk was very knowledgeable.

The store had a large selection of handguns, as well as other firearms.

The semi-attentive service was mediocre at best.

If this couple knew anything about the features of their firearms, they were keeping it to themselves.

There wasn’t much on hand to choose from, but the proprietors did say that if I saw a gun online I wanted, they could order it and have it for me within 24 hours.

Excellent. Could not have been better.

The salesman was unbelievably knowledgeable about many makes and models of handguns.

Excellent; a wide variety of handguns were available.

1/2 Very good. Both salesmen were experienced pros.

Excellent. These guys knew their stuff inside and out.

Excellent; a wide variety of handguns were available.

STORE

SCORING SYSTEM: Outstanding:

Very Good:

Average:

Winner: STORE

This was a wire finish between Store C and Store D. Salesman John Creal put Store C over the top. L.E.P.D. Firearms & Range 999 Bethel Road Columbus, OH 43214 lepd.com 614-999-1009

Fair:

Poor:

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BY DAVID DRAPER

F WHEN YOU GAZE INTO THE CRYSTAL BALL...YOU’LL SEE SELLING OPPORTUNITIES

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FROM CONSTANT assaults by the anti-gun crowd to softening firearms sales and ongoing ammunition shortages, the shooting, hunting, and outdoors industry has faced significant headwinds in 2014, and a look ahead doesn’t offer any indication that we should expect a change. Just as the industry was adjusting to the boom, a new, but not altogether negative, normal has settled in. The good news is there is a huge crop of first-time gun owners anxious for information, young companies injecting a fresh perspective, and a stable group of experienced stalwarts still in place to provide leadership as we collectively move forward. Taken together, the industry has a bright future. To that end, we’ve identified a few trends that have taken shape in recent months. Most shouldn’t be surprising to anyone who’s been paying attention, but some, including growth in some interesting categories, offer retailers the potential to capture more dollars.

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HOME SECURITY ➤ OVER THE COURSE of the past few years, many shop owners have put the number of first-time gun buyers as high as 25 percent. Consider that number for a second: As many as a quarter of the people buying guns are doing so for the first time in their lives. Such a sizable flock of new gun owners offers increased opportunities for smart retailers to educate an entire demographic about the requirements for safe, responsible gun ownership, which means increased sales in the safe and home-security category. There are many reasons to lead new customers toward safes and other homesecurity devices, but none so important as responsible gun ownership. Selling security reflects a positive image of both the industry and gun owners as a group, taking ammunition away from anti-gunners who love to portray us as dangerous and irresponsible. Instead, emphasize to customers that a secured gun is a safe gun, and start the discussion about best practices for gun security right at the gun counter. “Gun rights come with personal responsibility,” says Pasquale Murena, marketing manager at Cannon Safe and GunVault. “Knowing that your gun will not get into the wrong hands is value in itself.” A straightforward question asking how a customer plans to secure his new gun is a simple way to get a conversation started that could ultimately lead to add-on sales. But don’t push them to a mammoth-sized gun safe right away; the sticker shock of such an item might chase them right out of the

Gun Vault’s MiniVault Biometric can address safety concerns of first-time handgun buyers.

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Gun safes, like this Cannon Commander, aren’t just for firearms anymore. They can secure all kinds of items, from hard drives to family photos.

store. Instead, lead customers up to it with an honest conversation about their needs. Maybe the trigger lock that’s included with all new guns will suffice, but offer other easy-to-swallow options, such as pistol lockers or lockboxes, at the point of sale. “Have a quick-access pistol safe, like a GunVault MiniVault or SpeedVault, at your checkout counter,” says Murena. “We see sales on these units increase at every store that uses a GunVault at the counter. It flows right into the conversation when selling a gun.” Though it might be hard to hear over the din of questions from first-time gun buyers, keep an ear open to the home-security needs of your existing customers as well. A gun purchase by one of your regulars might just push his current safe over capacity, putting him in the market for an upgrade. If your inventory includes used guns, something as simple as a peg full of cable-locks hanging behind the register can add incremental sales that add up over the course of the season. And don’t forget to emphasize the versatility that safes offer in an age where identify theft is on the rise. “Safes are not only for guns,” explains Murano. “Everyone has other items they can keep secure in their safe: money, documents, family photos, hard drives, and more.” Admittedly, safes aren’t easy to merchandise, taking up both valuable floor space and dollars that can go to other inventory. But make room on your sales floor and in your budget to stock as wide of variety of models as possible. Catalog photos and bullet-point copy are nowhere near as effective as being able to show customers first-hand how safes can fit, both literally and figuratively, into their home-security plan. “A larger variety of different gun-capacity safes will keep your customer in your store and help him make a better decision on the spot for what he needs,” says Murano.

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small-gauge shotguns, like this 28-gauge Weatherby SA-08, aren’t just for show, as this quail can attest.

SUB-GAUGE SHOTGUNS ➤ DURING

THE RECENT run on handguns and modern sporting rifles, you could almost hear the bells tolling for the sporting shotgun. The shotguns that were selling, to hear media and manufacturers tell it, were generally black and fitted with all manner of tactical accessories, from Picatinny rails to crenelated choke tubes. You’d have thought all the hunters had gone to ground. Well, to take a note from Mark Twain, those obituaries were a bit premature, and just as sales of MSRs and handguns have stabilized, sporting shotguns have emerged as a bright spot on retailers’ ledger sheets. Among those shotgun sales, one particular category, sub-gauge shotguns, has trended upward in the past 18 months, with especially renewed interest in the 28-gauge. Within the past year, several manufacturers have successfully launched 28-gauge versions of established platforms to much fanfare—including Beretta, which announced an A400 Xplor in 28 at the 2014 SHOT Show. “Since their introduction, the A400 in 12 and 20 gauge have sold really well, and we were looking to grow the A400 family,” says John Ryan, senior product manager for Beretta. “A lot of people have been asking for a 28-gauge version, and we recognized there was a place in the market for it.” According to Ryan, the 28-gauge platform is becoming more popular across the board as the once hard-to-find ammunition has become more available—and in the case of target loads, not as expensive. Although field loads still might set a hunter back $25, boxes of target loads from Rio, Fiocchi, and other manufacturers can often be found for around $10, giving the 28-gauge shooter an affordable reason to hit the range. Ryan also notes that the hunting and shooting demographic trends older, and lot of aging shooters are turning to subBeretta debuted gauge shotguns for the reduced recoil. Plus, a the 28-gauge 28-gauge is just fun to shoot. A-400 Xplor at “There is a cool factor with the 28-gauge,” 2014 SHOT Show, says Ryan. “People pick it up and can’t help but in response to smile. Then when you shoot it, there’s so little customer demand. recoil, it’s like shooting a .22. Some people shoot skeet with it for the challenge, while oth-

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CamP Chef’s Pellet Grill and Smoker capitalizes on hunters’ emerging food savvy.

“for the meat” as the most important reason for their recent hunting participation, a 13 percent uptick from a similar survey conducted in 2006, when just 22 percent of hunters considered it their biggest reason for going afield. “From our perspective, a large reason for the renewed interest in eating wild game is the influx of new hunters concerned about where their food comes from,” says Steve McGrath, director of marketing for Camp Chef. “Instead of spending their money at Whole Foods, they’re getting into harvesting their own game.” Looking outside of just the hunting world, food is a bigger deal than perhaps it has ever been. Society as a whole has reached a critical mass in terms of understanding how artificially created foods affect health, and many people want to change the way they do things and eat better. McGrath has seen sales of cooking equipment related to preparing wild game or to cooking outdoors parallel that interest and grow exponentially in the last decade. “Cooking-related business is up with all of our retailers,” he says. “What we’re hearing is that while guns and ammunition sales are like a roller-coaster, cooking equipment has done nothing but go up. Retailers aren’t just selling more of their inventory, but are also asking us for additional SKUs. There is no sign of a slowdown either. We’re still nowhere near what the market can bear.” A traditional gun shop might hesitate in replacing proven, if somewhat tired, inventory with a whole new category, but McGrath encourages giving the cook-

ers are using it to teach young people how to shoot. The 28 is lighter with less recoil, so it’s not beating them up.” Beretta isn’t the only gun company hopping on the sub-gauge train. Last year, Weatherby introduced the Turkish-made SA-08 in 28 gauge, and Franchi sells a stacked double 28 in the Aspire line of shotguns for the double-barrel crowd. Combine that with popular sub-gauge offerings from all the other major manufacturers, and retailers have plenty of opportunities to earn the money no longer being diverted to the handgun and MSR boom.

FOOD AND GAME PROCESSING ➤ FOR ALL THE REASONS customers might choose to come into your shop, one that offers a good taste of increased sales is food. That’s right, a renewed interest in eating food made from healthy, sustainable ingredients has caused both new and experienced gun owners to take advantage of all that wild game available to anyone with a hunting license. A 2013 study by Responsive Management has put numbers to the motivations behind hunting—and meat came out on top. The study, released last November, asked Americans 18 and older about their most important reason for hunting in the prior year. Of those polled, 35 percent selected

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Badlands monitors customers’ needs on social media when designing gear (like this Clutch backpack).

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33 ing segment a try. As he says, “Everybody cooks and everybody eats.” And, he reminds savvy retailers, even in the food business, it’s all about the money. “Margins in cooking gear are as good as any SKUs in the camping department,” he says. Investing in the cooking category doesn’t have to mean turning your gun shop into Bed, Bath & Beyond, but it does take a commitment to make it succeed. Just as with any new category, you can’t just stuff a bunch of cast iron on a shelf and expect it to sell itself. You’ve spent the last two years educating new gun owners. Now teach them how to cook the animals they kill and, according to McGrath, you’ll reap big rewards. “People also want to learn about wild-game cooking,” says McGrath. “We’ve seen an immediate and automatic increase in sales with our retailers that made the step to doing demonstrations. We had a guy demo in front of a Seattle-area outdoor store, and year-to-date comps of cooking equipment doubled at that location.”

SOCIAL MARKETING ➤ TRADITIONAL MARKETING, aka “The way it’s always been done,” is giving the consumer a tangible reason to buy from you, such as offering a sale price or other value proposition. However, it creates a low level of engagement with a large, often uninterested audience. Today’s non-traditional advertising, whether it’s through Facebook, Twitter, or other social venues, delivers information to an engaged group of consumers, who in turn will spread that message to others. Aside from a select few savvy marketers, the outdoors industry has been slow to adopt social media, but that has changed in a big way in recent years as brands such as Blackhawk, Badlands, and others have reaped big rewards by investing in relationships with their customers. Now it’s time for retailers to follow suit by creating honest relationships with core consumers. “We look to drive engagement with social media,” says Tim Brandt, communications director for ATK. “Consumers talk about our products, our competition, and our industry every day, but more important, they talk to us with social media. And in turn, we listen, learn, and interact. Through platforms such as Facebook, Twitter, and Google+, we’re able to form unique relationships with consumers, whereas opportunities with traditional media outlets are relegated to one-way, platform-specific, and mostly ‘one-size-fits-all’ messages to the masses.” “Non-traditional marketing” doesn’t mean a funny cat picture posted on an otherwise inactive Facebook page, but that platform does offer the best way for all retailers to build their brand and create top-of-mind awareness in an otherwise noisy world. Facebook is also a way for small-shop owners to compete on a level playing field with big, multi-channel retailers. “Whether you have a 300-square-foot store or you are the manager of a Cabela’s, you can gain a foothold in your local market and increase market share through social media,” says Justin Moore, director of marketing for Weatherby, a company that more than gets social media. “It’s the one medium that gives everyone the same opportunities to share with their followers, for free. No matter what your marketing or advertising budget is, you can create a Facebook page that looks just like the world’s biggest retail store’s page. Be creative, offer incentives, make your page interesting to visit and the people will follow.” if Leupold So, what is a Facebook page or Twitter feed reaches one for, if not to post funny cat pictures or antiMillennial with government rants? It’s for curating the public face this VX-6 scope, of your brand. Sure, you can share what sales you he’ll likely tell are currently running, but don’t make it a hard all his friends. sell. Show what your store looks like, and who your employees are. Work to obtain profession-

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LOOKING AHEAD AUGUST/SEPTEMBER 2014

ally produced online content from manufacturers showing who makes their products, and how. All this creates an engagement with your customer that, though you might not think it, translates into sales when those customer decide to buy. “To a large majority of the people that buy your product or visit your store, you have the world’s best job,” says Moore. “Share it with them, and they will be happy to listen.”

MILLENNIALS ➤ FIRST, LET ME STRESS that I don’t have the answer when it comes to marketing to the Millennial Generation, and I would distrust anyone who says they do. The Millennials—people born in the ’80s and ’90s—might be the most difficult demographic to market to. No other group has so much information and advertising competing for its attention, and, having come of age during the most recent financial crisis, Millenials are more savvy when it comes to spending their money than you might imagine. Capturing some of those dollars can be confusing, but it’s not impossible. A good start would be to reread the section on social marketing, above; marketing to the 100-million-strong Millennial Generation means engaging them on their terms and creating a social connection that transfers to the rest of their tribe. At the core, it’s still Marketing 101 in terms of the need to build relationships with your consumer. It’s the means to that end that are a challenge. “The current generation is deeply imbedded into a ‘reality-driven’ lifestyle,” says Wendy Cunningham, social media coordinator for Leupold, who was recently hired to tap into young shooters and hunters. “Social media allows us to interact with our consumers on a real-time basis, creating a more personal relationship with our end user.” For being such a diverse group of individuals, Millennials actually work hardest at being part of a group, or more accurately, as many groups as possible. Through their smartphones and tablets, they are connected to their peers at all times. They do nothing alone—not even shopping—so don’t be afraid when they pull out their smartphone. Usually they’re looking for validation for their purchases, so give them reasons to let their friends and followers know about your location, your products, and your services. If their friends deliver positive feedback, you’ve

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not only made that sale, but also created touch-points with an almost infinite number of new customers in their wide sphere of influence. “The value in social media is in the almost real-time interaction we are able to have with our customers and fans,” says Blake VanTussenbrook, marketing director for Vortex Outdoors, maker of Badlands Packs. “What we’ve found is that our customers and potential customers really feel like they have a personal relationship with the brands they use. Having customers post reviews and tips helps us improve as a company and continue to bring the products to market that people want most. Social media is also an amazing outlet to share content—whether it’s a video of a hunt or a review of a piece of gear—and provides a gateway for consumers to voice their opinions and ideas and know that they are being heard.” Peer validation, social acceptance, instant gratification. Although it might sound as if you’re dealing with children, realize Millennials are actually incredibly perceptive about the ways of the world. They’ve grown up with the internet, plugged into information in a way older generations are still struggling to grasp, and can instantly find the answers they need while you’re still trying to remember the password to your AOL account. They great thing is, this group is happy to share that information willingly, which leads to the best advice I can give for marketing to Millennials—hire one.

WOMEN HUNTERS ➤ FOR

THE PAST FEW YEARS, the industry has been trumpeting the rise of the woman hunter, to the tune of 11 percent of the hunting market now identifying as female. In terms of overall dollars spent, that’s an estimated $4.2 billion— yes, I said billion—in sales to women of the $38.3 billion spent by hunters in 2011, according to the U.S. Fish and Wildlife Service. Of that, $71 million was spent on hunting and shooting clothing—a growth category that hasn’t gone unnoticed by Kirstie Pike, founder and president of Prois Hunting & Field Apparel. “Not only is the average hunter spending more money a year, but that hunter is more and more likely to be a woman,” says Pike. “This is a solid trend, and I think the industry is taking note of those numbers. It’s only natural they will plateau at some point, but I do not see that happening anytime soon.” Pike is also quick to point out that women aren’t just more likely to be interested in hunting. The growth trend extends deep into the shooting side of the industry as well. In 2013, the NSSF reported an estimated 20 million targetshooting enthusiasts in the U.S. who spent nearly $10 billion on firearms and gear. Women make up a whopping 22 percent of this population, which translates to 4.4 million female target shooters. When we talk about shooting, the numbers are also quite impressive, says Pike. “Female shooters spent an estimated $2.2 billion on firearms and shooting gear in 2013. Better yet, females make up 37 percent of the new target shooters entering the market. We are seeing far more options in terms of gear, firearms, and clothing for women. Giving women options is a fantastic thing.” Giving women those options is just one of the ways manufacturers can attract female customers and capture expendable income that is increasingly held by that side of the household. Men not understanding women is a joke that goes as far back as human history, but, while tricky, marketing to women is not that difficult. It does, however, mean more than simply adding the color pink to something and calling it a female product, which, according to Pike, is doing a huge disservice to women and manufacturers alike. “Serious female hunters are very astute students of the sport,” she says. “They read product reviews, learn the nuances of different gear, and understand how firearms and gear should fit their bodies for maximum efficiency. They want top-of-the-line products. They will spend money on top-of-the-line products. They need to be taken seriously.”

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Decked out in hunting attire made for women, Dallas Bashears grips the newcomer-friendly WBY X. See any pink?

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CUSTOMER SERVICE

BRAIN & HEART Do you know who your customer really is? Here’s a quick way to help understand just who is standing across the counter

ADOLFO VALLE

BY WILLIAM F. KENDY

You are a successful retail sales associate. You know the retail sales steps, how to build customer rapport, and effectively present and successfully close the sale. What more do you need to know or do to rise to the next sales level? There are two important arrows that you can add to your successful selling quiver: understanding how to sell to different personality types and how to sell to different generations. What follows is a general guide to personality types and generational markers. Keep in mind that customers may be blends of both, but if you understand the basic parameters, you will be able to tailor your sales pitch for maximum efficiency. Before we go any further, go online to

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retaildoc.com, click on the Resource Center button at the bottom of the page, and take a test that gives you immediate results. The test is the brainchild of Robert Phibbs, a retail consultant and author of The Retail DoctorÕs Guide to Growing Your Business. Although the test is by no means scientific, the results can at least give you insight into your own personality type as well as an appreciation of some of the other personalities you will encounter on the sales floor.

WHO ARE YOU? ➤

Experts have determined that there are two main types of personalities: those who are controlled by their brain (Thinkers) and those who respond to their heart (Feelers). These categories are subdivided into two additional groups. The Thinkers comprise Drivers and Analyticals; the Feelers are split between Expressives and Amiables.

DRIVERS ➤

Drivers are take-charge types who are not interested in small talk. They pretty much know (or think they know) what they want. They value facts and results, and are demanding. Because they are not afraid to take risks, they can come across as blunt or arrogant. “Drivers are all about themselves,” says Phibbs. “Everything must move faster with them.” In dealing with Drivers, make your presentation brief, matter-of-fact, and to the point. Give them reasons why they should buy. Because they are ego-driven, compliments can work. They need to feel in charge.

ANALYTICALS ➤

Analyticals ask a lot of “how” and “why” questions. They require things to make sense and be logical. These customers also want to buy for a good price and receive value for their money. They are well organized, methodical, processoriented, and interested in product information and analysis. Unlike Drivers, they are not egocentric or risk-takers. “While the Driver could be the fighter pilot, the Analytical is the bomber pilot with the steady-as-she-goes motto,” says Phibbs. “Analyticals get caught up in the

minutiae. They feel they are smarter than most people, and will test them. In general, they don’t have much rapport.” With these buyers, give them facts, and make sure you can back up any statements you make with hardcore data. Analyticals have done their research, so they know the product—probably better than you. Recognizing that fact takes you a step closer to a sale.

EXPRESSIVES ➤

Expressives are outgoing and confident. They love to talk, make new friends, and develop relationships. Expressives are the life of the party. They look at shopping as a fun social event, and are, therefore, far less concerned about time than Drivers. They want to be recognized as being important and will make decisions based on hunches. In other words, they are risk-takers. “Expressives just want to fall in love with something. If they do, they will move heaven and earth to get it,” says Phibbs. “Salespeople need to get the product into an Expressive’s hands as soon as possible. You should also work to build rapport and develop the relationship. Remember, for Expressives, the purchase process isn’t a logical move. It’s all about emotion.”

AMIABLES ➤

Amiables are the peacemakers—teachers, nurses, volunteers. They want to serve the greater good; as a result, they are empathetic and have a need to be part of the group. Amiables ask a lot of questions. They want to be part of the sales process and are interested in having validation for their purchases. They are not risk-takers. In this case, you must relate to them as a person. Use the word “we” often. Stress emotional benefits and roll out your best testimonials. Make sure they feel comfortable with and like the product. They’ll want to be reassured that the purchase is a good fit for their team. Help them make a decision.

WHAT ARE YOU? ➤

There are basically four different generations: Matures, born before 1946, age 69 and older, 40 million; Baby Boomers, born between 1946 and 1964, age 50 to 68, 80 mil-

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CUSTOMER SERVICE

lion; Generation X, born between 1965 and 1979, age 35 to 49, 60 million; and Millennials (aka Generation Y), born between 1980 and 2000, age 14 to 34, 40 million. As with assessing personality types, keep in mind that when evaluating generational membership, one size doesn’t fit all. This is especially true for the biggest segment, the Boomers. “Baby Boomers were born between 1946 and 1964, but there are two categories of them,” says Cam Marston, president of Generational Insights, a consulting firm that studies demographic trends and author of Generational Selling Tactics That Work. “The Boomers born between 1946 and 1954 are classified as Early Boomers; those born between 1955 and 1964 are called Late Boomers. One segment is getting ready to retire, the other is still getting kids ready for school in the morning.”

MATURES

Marston says that once you have made a connection with Boomers and show them you understand their needs, you then need to offer a solution. “To get to the yes stage, appeal sincerely to their ego and work ethic. Show that you are working hard for them and then ask for the sale.”

GENERATION X ➤

Gen Xers can be your toughest customers. They are skeptical, well informed, and tech-savvy. They ask questions (especially “why”) and guard their personal information and space. They are not especially fond of (or trusting of ) salespeople. Speed and convenience are high on their priority list. “Gen Xers are stalkers of product and do an extraordinary amount of research,” says Marston. “Be brief and to the point, and sell the steak, not the sizzle. Offer a range of products and have a backup plan ready to present.”

➤

According to Marston, Matures are easy to identify because of their age and clothing—they sometimes seem a little overdressed by today’s standards. They are conformists, patriotic, quality-oriented, and like the “tried and true” products and brands. They are not high-tech and don’t mind working with salespeople. What’s the best way to deal with this group? “History is a big influencer with Matures. So are respect and deference,” says Marston. “They are receptive to established brands and are comfortable with the sales relationship. Put your product’s best feature forward and ask for their business.” Under no circumstances, says Marston, should you mention that a product is good for their age group. “Even though they are more comfortable acting and looking their age, they don’t want to be reminded of it.”

BABY BOOMERS ➤

Boomers are known for their work ethic. They like to be rewarded, both visibly and verbally, for their successes. They are nostalgic and have an interest in a product’s history. Known as “super parents,” they are into teams and consider themselves “forever young.” They are also increasingly becoming technologically savvy. “Boomers are psychologically young; you want to view them as 10 years younger than the date on their birth certificate,” says Marston. “They are into teams, and when you sell them something, you become part of their elongated family.”

MILLENNIALS ➤

Millennials are known for a sense of entitlement, fostered by Boomer parents who reared them to believe they are “special.” More than any other generation, they have delayed such adult decisions as marriage and childbearing. They are high-tech and continuously connected. They often communicate with their friends and parents as they shop. They are busy, and consider themselves independent (even though 40 percent of them still receive money from their parents). They want instant gratification. To connect with this generation, you should talk to them about how the purchase affects their immediate future and focus on how they are special. If you support any causes, make sure to let them know. Offer one-of-a-kind solutions and be prepared to have parents or friends involved in the purchase decision. “Recognize their individuality and accomplishments, and build up their self-esteem,” says Marston. “Become a trusted guide who helps them make a decision that is good for them. Do not use pushy sales techniques.” Understanding these general characteristics and behaviors isn’t a silver bullet for selling success. But it does give you more insight into and ammunition for how to handle a demanding (Driver) 72-year-old (Mature) standing on the other side of the counter, as well as an inquisitive (Amiable) thirtysomething (Millennial) who walks through your doors with an iPhone in hand.

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BUILDING A CUSTOM MOSSBERG

Tricking out a used pump shotgun like a hot rod is easier than you think

By David Maccar

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year saw the landmark 10-millionth production Model 500 pump roll off the O.F. Mossberg & Sons assembly line in Connecticut, making it the fastestselling shotgun model of all time. With so many configurations and gauges used by law enforcement, military personnel, and hunters, America is awash in the Mossberg 500 in numbers few firearms models can match. So what does this mean to someone in the market for a new shotgun (or new to them, anyway) but uncertain of which gun to get? Or to a regular shooter who is looking for something fun but not necessarily his new go-to duck gun? It means the Model 500s scattered among the nation’s used-gun racks are like a mess of LEGO in the hands of a creative child. Get one, or get pieces of several, and you can build a beast of a shotgun. I decided to do this myself over the past couple of years. In a way it was an accident, but I learned a lot during the process, so I’m going to go ahead and just say I planned it this way.

THE COOL FACTOR The first gun I tuned wasn’t a Mossberg 500; it was its more tactical brother, the Model 590. Modifications came in dribs and drabs, mostly because I couldn’t decide what to do first. Hitting the internet became an intimidating experience, simply because there was such a breadth of aftermarket parts and accessories out there for both the 500 and 590. It was hard to tell what was what without devoting some serious hours to research. Browsing wasn’t working. I needed to decide what the gun would be used for first. I wanted my eight-shot, 12-gauge 590 to be a home-defense gun—something reliable, simple, and powerful that was easy to use in the dark with adrenaline coursing through the system.

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Your job as a retailer is to let the customer know that he can customize his gun for a little bit of efort and have a whole lot of fun in the bargain. Your beneﬁt? You get to sell all those much-needed accessories.

First, the standard stock had to go. The hollow plastic works fine, but is it comfortable? Not really. Is it visually appealing? Uh-uh. And because there’s nothing to it, the gun doesn’t feel balanced. So I swapped it out for a Blackhawk SpecOps NRS adjustable stock with a pistol grip, a modular cheekpiece, and a five-shell carrier. I added a rubber grip sleeve, also from Blackhawk. That took care of the back end. I didn’t have to worry about optics since the shotgun came with integrated ghost ring sights. Again, I looked at the gun’s intended function. If I ever have to use it, it will likely be in a dark, stressful situation. I couldn’t do anything about the stress, but I could eliminate the dark, at least. I clamped an inexpensive LaserLyte tri-rail mount on the magazine tube behind the welded bayonet mount. Now there was a place to mount a green CMR-203 Rail Master laser sight and tac light, both from Crimson Trace. So there I had it: a 12-gauge with nine rounds, a comfortable pistol grip with a stock adjusted to my length of pull, a horrifyingly bright light, a laser, five extra rounds on board, and a bit more peace of mind. And then I added a heat shield. You know, ’cause it’s freakin’ cool.

NO SPECIAL TOOLS I couldn’t believe how much I was able to do to my 590 with simple-to-install addon parts, and how well the finished product came out. I got the shotgun I wanted, and I got to play a bit. This deserved far deeper investigation. Lo and behold, I came across a 12-gauge Model 500 with a 3-inch chamber on the used rack at my local gun store for about $200. The thing still had factory grease on it. It was a Turkey Thug model—hence the 3-inch chamber—but that also meant it came with a nicer LPA trigger. There was no question about the purpose of this gun. It was going to be the rudest, ugliest, meanest little pump on the range. It would be the gun I’d show to my friends and say, “Hee hee, look what I did.” For the base of the build, I decided on a product I’d found while scouring the web for parts for my 590: the Sidewinder Venom conversion kit from Adaptive Tactical. (The kit can also be sourced from Brownells.) A very similar

kit was produced by Knoxx in the 1990s, but it has since been discontinued. If you spend any time in Model 500 forums, of which there are many, it becomes obvious the Knoxx kits were one of the most coveted out-of-print Model 500 kits out there until Adaptive Tactical began producing them again. The kit takes a bit of finesse to install, and a lot of patience, but in the end I replaced the magazine tube with the new mag well for the drum and follower tube mechanism in my garage with no special tools that weren’t included with the kit.

LET THE FUN BEGIN Once I reassembled the receiver, I replaced the Mossberg stock with another adjustable pistol-grip stock— this time a Talon from ATI, which came with a mount for a single-point sling. I went back to Blackhawk for its comfortable single-point Storm Sling. With that done, I replaced the 24-inch barrel and turkey choke with an 18-inch breacher barrel (wrapped in an ATI heat shield) I ordered from Mossberg. It all went together like a dream. The receiver, as with many new 500s, comes with holes already tapped. I screwed on a piece of Picatinny rail and a no-frills red-dot sight, and my beast was ready. The thing just looks mean, and at the range I’m able to run 16 shells with a reload (the kit came with a 5-round box magazine in addition to the 10-round drum) in 21 seconds. And it’s so much fun to shoot. The lesson in all this? It’s fun to build a gun into something it wasn’t before, and the average customer can do it with a good base gun, the help of a couple of YouTube videos, and some guidance from a knowledgeable retailer. Adding a stock will get them past the fear of “messing” with the gun, because there’s really nothing they can ruin. When they ask about this at your shop, your job is to say, “Yes, you can,” and then suggest appropriate accessories, all of which they can source through you. If you have a relationship with a local gunsmith or one on site, you can recommend that he do the work for those customers who fear their do-it-yourself skills aren’t up to snuff. The confidence will get that aftermarket imagination running wild. And that means opportunity for you.

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GOOD STUFF

BY ROBERT SADOWSKI

The CounterStrike is two scopes in one, which should make it an appealing proposition for the value-minded.

SELLING TIP

Two For One

Redfeld CounterStrike combines laser and red-dot optics

edfield has taken two common optic sights—a red laser and a red dot— and combined them into one unit designed specifically for optics-ready MSR-style rifles. The Redfield CounterStrike (SRP: $179) is designed for close-to-medium work and should appeal to customers who prefer tactical-style shooting.

A 1x30mm red-dot scope (actually a red-andgreen 4-MOA dot) allows the user to toggle between colors. The scope has 11 illuminationintensity settings; the two lowest settings are night-vision-compatible. Mention that feature when speaking with nighttime predator hunters or tactical professional customers. Sandwiched between the red/green-dot scope and the mounting clamp is a visible 5mW red laser. The entire optic sits high, putting it at the correct eye level on the MSR platform. Shoulder the rifle and the dot reticle or the laser helps acquire the target super fast. The CounterStrike is unique because of the combination of technologies. Red-dot sights offer fast target acquisition at close to medium distance, and lasers can make aiming the MSR simple. When zeroed, a shooter can place the red dot projected by the laser beam on the target to literally shoot from the hip or some other unorthodox position. In a defensive scenario, when a shooter may be on the ground and unable to aim conventionally, the laser can be a valuable asset. The sight is waterproof, shockproof, and fogproof. O-rings keep moisture and dirt out of the battery compartment. The CounterStrike is powered by a single CR123A battery, which gives about 5,000 hours of power when the sight is set to the lowest setting, 500 hours at the highest. The mount clamps to any common Mil-Std

1913 Picatinny rail. One nut secures the 13-ounce sight to any optics-ready MSR. The mount also features repeatable mounting and remounting. I mounted the Redfield on an M4-style carbine in minutes and used a bore sight to zero the red dot and laser. (Note: The laser will be blocked if the upper has an A2-style front sight. The MSR needs to be optics-ready with no iron sights. However, the CounterStrike will work with backup iron sights that fold out of the way.) The red/ green dot has ½-MOA adjustment click turrets secured under tethered covers. The small turret caps are hard to lose since they are attached. The tools provided also allow the user to zero the laser. At the range I was able to easily hit the target from unorthodox, if not real-world, shooting positions when using the laser. In bright sunlight the dot can be lost on target, but this is true of most laser sights. The red/green-dot scope works in tandem with the laser so a shooter can always be on target. The red dot, when zeroed, was spot-on and fast to acquire. The buttons were easily manipulated with my non-shooting hand while the rifle was secured in my shoulder pocket. Going from mil-spec peep sights to the CounterStrike, I immediately saw my groups shrink. Your customers will have the same results once they have it zeroed. It comes with flip-up lens covers, a mount, laser adjustment tools, and a battery. (877-798-9686; redfield.com)

With the Redfield CounterStrike, a customer gets two types of sights—a red dot and a laser—for basically the cost of one. With an SRP well under $200, no optics-ready MSR sale should leave your store optics-naked. Pair up the CounterStrike with the rifle. Offer to boresight the setup for free so all your customer will need to start punching holes is ammo and a shooting range.

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W H AT ’ S S E L L I N G W H E R E

West

Arms, CA Alquist Turlock

Located south of Modesto on State Highway 99, this seven-employee gun shop services a wide variety of hunters and shooters. It has more than 600 guns in stock. “The microstamping scare sent sales through the roof last year, so handgun sales are slightly down this summer. That said, sales are still impressive, and we have good inventory,” said owner Richard Alquist. Glock is the top seller at this counter; Springfield XDs are second. Both mostly sell in 9mm and .40. In addition, Wilson Combat 1911s are selling especially well. MSRs are still moving briskly, with Smith M&Ps and Del-Tons splitting the top spot. Mossberg 500 home-defense shotguns are in particularly high demand.

Four Corners WA General Store, Castle Rock

With a standing inventory of 500 guns, this retailer stocks a variety of general sporting goods, including zombie 3-D targets. Knight Muzzleloaders sell best, with the Bighorn Magnum the clear leader. “Our strong early season keeps our muzzleloading business in high demand. It can really make a difference to our bottom line,” said counterman Jarrod Leigh. Browning X-Bolts in Winchester .300 Short Magnum are starting to move and are expected to be the top seller by October, with Ruger American in the second slot. MSR sales are slowing but one still turns every two weeks, usually a Smith M&P Sporter or a Windham. Pistols are strong. Smith M&Ps hold the top spot, but sales of Springfield XDMs are robust.

Midwest Gun Shop, ND HH Bismarck With

3,200 square feet and seven employees, this family-run gun shop specializes in hunting and home defense. Youth deer season has fired up the rifle counter. Hot items include the Ruger American, Savage Axis, and Mossberg Youth 100-ART, with .243 being the most popular caliber. “The specialty youth seasons have really boosted sales,” said owner Darryl Howard. “Parents are buying quality, first-time rifles for their young family members.” Handguns are strong, particularly short-barreled options from Taurus, Rossi, and Smith in .380 and .38. Shotgun traffic is high, with preseason bird shooters buying in a wide range of price points, from Beretta TriStars to Mossberg 500s. 20-gauge sales make up a fifth of the mix; 12-gauge takes the rest.

Little Crow MN Shooting Sports, Hutchinson

Keeping nearly 1,000 guns on the shelf, this store has three full-time and two part-time employees. “Ammo is generally easier to get now. Even .308 has improved. But rimfire ammo remains a big challenge, and some varmint calibers like .243 and .204 are still difficult to get,” said counterman Nick Condon. In shotguns, the Remington Versa Max, Benelli Vinci, Browning Citori, and Ruger Red Label are all posting better numbers than they did last year. Traditional rifles are also starting to move; there’s growth in Ruger 77s in .30/06 and Tikkas in .308. MSRs sell at about two a month, usually a DPMS Oracle or a Smith M&P. And summer’s been good for handguns, especially .45ACP Springfield XDMs and Glock 42s.

Preferred calibers are 9mm and .40 SW. Rimfire ammo is on backorder.

Gun OR Tigard Broker, Tigard

With 400 guns in stock, this suburban Portland shop specializes in new home-defense guns and used hunting rifles and shotguns. Handguns have been consistent all year, with a surge in Glock 19 sales. “I’m not sure what to attribute it to, but Glocks were really slow in the beginning of the year. But they’ve come back with a vengeance,” said counterman Bob Weber. With improved ammo availability, other fast movers include Springfield XDMs. The most popular caliber in the store is 9mm. There is both high demand and turns for used Remington 700s in 308. Sales of MSRs are three a month. DPMS holds the top spot.

Gun, NENebraska Lincoln

This independent metro store keeps about 200 firearms in stock, with three employees working the counter. Bolt-action sales are creeping up, with Savage getting the lion’s share. The Axis and Model 10s and Models 11s are all selling well. Popular calibers include .243, .270, and .308. Ammo stocks are low, and replenishing it is a challenge. “We’re just getting what we can without preorders,” said owner Jeff Macintyre. “This is a small shop, and I can’t see tying up high amounts of cash in ammo when space is tight and deliveries are so unpredictable.” MSRs are moving at two a month, with Smith Sporters in the lead. Handgun sales are up from last year, thanks to better availability. Glock 19s are selling well this summer, as are SCCY CPX-1s and CPX-2s.

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B Y P E T E R B . M AT H I E S E N

East

Vermont Field VT Sports, Middlebury

This small-town general hunting and fishing shop keeps five full-timers and three parttimers busy, stocking nearly 1,000 guns. “The ammo situation is worse this summer than last,” said owner Richard Phillips. “It’s irritatingly difficult to get .22 ammo. We have had to ration it for more than a year.” Handgun sales are excellent, with Rugers flying out the door (LC9s are especially in demand). Smith M&Ps also post strong numbers, split between 9m and .40 SW. Glocks and SIGs are tied for third place. This summer’s top bolt-action has been the Browning X-Bolt in .300 Win. Mag. The Winchester Model 70 in .30/06 is seeing strong turns for customers heading West. Colt MSRs are in good inventory, and are turning an average of one a week. With

South

PHOTO CREDIT

Dury’s Gun TX Shop, San Antonio

A family-run gun shop since 1959, this full-line retailer has capitalized on supplying concealedcarry guns and accessories to casually dressed customers, making handgun sales as hot as the weather. “Slim 9mms are our hot sellers, driven by patrons that wear shorts,” said sales manager Louis Acosta. In addition to Sticky concealed-carry holsters, August is seeing big numbers for SIG 238s and Glock 42s. MSRs now turn three or four a day, compared to 15 at the peak of last year. Dove season is driving strong numbers for the new Beretta A300s and A400s, as well as the Benelli Ethos and Remington 870 Express. Ammo stocks are better than at this time last year, but obtaining .22, .22 Mag., and some handgun calibers is still a frustrating experience.

upland bird season close, Browning Citoris are turning in 12 and 20 gauge.

Gun Shop, RI Kane’s North Kingstown

Handguns are top dog, led by SIG 226s and K-Frame Smiths in .357.

Springhill WV Rod & Gun, Charleston

This retailer brokers antique firearms while stocking new and used rifles, shotguns, and handguns. “Ammo inventories are better than they were last year, but .22 is coming in by the trickle. Despite the poor shipments, we have opted not to ration,” said vice president Sandy Kane. MSR sales are down to two a month—usually Bushmaster or Stag Arms in .223—and shoppers have become price-sensitive. Rifle sales are picking up, along with limited muzzleloader sales. In sporting shotguns, Beretta over/ unders and Browning Citoris in 20 and 28 gauge are moving. Hunting semi-autos like Remington 1187s and 1100 Sporting Clays also sell.

This sporting goods retailer has seven employees and stocks 800 guns. It carries archery gear as well as guns for hunting and home defense, and has an on-site taxidermist. “MSR inventory is good, yet buyers are getting more price-sensitive,” said owner Dan Kessel. Smith M&Ps and DPMSs lead the MSR sales. “Ammo demands a lot of time on the phone to keep inventory.” Bolt-actions are moving, mostly with Ruger 77s and some Remington 700s in .270. Handguns sales are brisk. Smith M&P compacts, Glocks, and Springfield XDs and XDMs (all in 9mm) are the top sellers, but Kimber 1911s are also doing well.

Paducah KY Shooters Supply, Paducah

Ammo availability has improved for .308, 9mm, and .45...but not .22.

This western Kentucky shop has indoor bow and outdoor rifle and pistol ranges. August is dove and teal time here, goosing sales of Benelli Super Black Eagles IIs, Browning A5s, and Winchester Super X3s. “I can’t explain it but we’ve sold more deer rifles this summer than we did in the last five. It’s a great bolt-action year,” said manager Chance Callahan. Savage model 10s and 11s hold the high ground in the traditional rifle slot, mostly in .270. MSRs continue to move at one a day, with an even mix of DPMSs, Smith M&Ps, and Bushmasters. The summer has also seen several orders for Daniel Defense. Glocks in .40 caliber and Ruger LCPs and LCRs are strong sellers. Kimber 1911s are also doing well.

Woods and AL Waters, Tuscaloosa

This independent mixes its storefront sales with a growing web business. It inventories more than 3,000 products online and more than 150 guns on the floor. In handguns, sales of Glock 19s are close to an all-time-high. Kimber 1911s are also turning quickly, as are SIG P226s. “Our ammo stock is pretty good, though .22 is still spotty,” said counterman Dillon Welch. SIGs and price-point Bushmasters pull the best numbers among the MSRs. Turns of the Remington SPS in .308 are starting to heat up. Shotguns are improving, mainly with the Remington 870 Express. In semiautos, Benelli M2s and Super Black Eagles are selling to wingshooters. AUGUST/SEPTEMBER 2014 ❚ SHOT BUSINESS ❚ 47

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NEW PRODUCTS (Continued from page 50)

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The MeoPro HD binocular series features advancedfluoride HD optics and is available in 8x32, 10x32, 8x42, and 10x42 models. Assembled at Meopta’s New York facility, the new MeoPro series has an updated look and feel. These binoculars are lightweight, extremely durable, and offer a brilliant viewing experience. Fluoride HD objective lenses and MeoBright ion-assisted multi-coatings deliver incredible clarity, superior color fidelity, and edge-toedge sharpness while eliminating chromatic aberration in the most challenging viewing conditions. A totally redesigned, lightweight magnesium chassis is built to withstand the rugged conditions of the

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SKB The iSeries 3-Gun Competition case simplifies travel for competitive shooters by doing three jobs at once.

carry all the guns and gear needed for competitive shooting. The 3-Gun Competition Bag provides protective storage for a rifle, shotgun, and pistol, and is outfitted with a range of carry options to fit the user’s preferences, including a shoulder strap, carry handle, and harness system. The bag also has five self-adjusting magazine pockets capable of holding up to 10 AR-15 and four pistol magazines, while the MOLLE-compatible exterior allows shooters to quickly and easily customize the bag. In addition, the bag has been designed to fit conveniently inside a Pelican 1750 case, an especially nice feature for the those traveling to competitions. SRP: $222.95. (unclemikes.com)

SKB The new 3i-5014-3G injection-molded-watertight iSeries 3-Gun Competition case is the latest addition to SKB’s military-grade lineup of cases. This multilayered case allows the 3-Gun competitor or shooter to travel without having to handle multiple cases. Each case is constructed of ultra-highstrength polypropylene

copolymer resin and feature a gasketed, waterproof, and dustproof submersible design (IP67) that is resistant to corrosion and impact damage. Other features include molded-in hinges and stainless-steel hinge pins, a patented trigger-release latch system, comfortable, snap-down rubber overmolded cushion grip handles, and an automatic ambient pressure equalization valve (MIL-STD-648C). This case also features convenient, rollerblade-style wheels and will securely stack with like cases for easier transport. The interior will hold shotguns as long as 48 inches and scoped rifles up to 39 inches. In addition, an adjustable cutout foam insert can accommodate shorter lengths as well. The case is backed by SKB’s unconditional lifetime warranty and is manufactured in the U.S. SRP: $349.99. (skbcases

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.com/sports)

(aresdefense.com)

The innovative ARES SCR (Sport Configurable Rifle) is the first of its class of firearms that is legal in all 50 states. The SCR blends strength, reliability, and accuracy with the rugged characteristics of America’s longest-serving infantry rifle and the classic lines of an all-American sporter. Featuring a MIL-STD 1913 flat-top upper receiver that accepts most modern optics, the multi-caliber, modular design permits the operator to instantly change calibers in the field by simply pressing two pins and exchanging one upper receiver assembly for another. Designed for optimal configuration, the SCR accepts most modern sporting rifle accessories and parts, including magazines, upper receivers, barrels, bolts, handguards, and optics. Available in .223/5.56mm ($865) and 7.62x39mm ($937).

Go to: www.ShotBusiness.com for free info.

ARES DEFENSE The Ares SCR is the first of its class of firearm that’s legal in every state. The multi-caliber, modular design lets shooters easily change calibers by swapping out the upper receiver assembly.

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NEW PRODUCTS

PHOTO BY LUKE NILSSEN

Federal Premium

The new Vital-Shok Trophy Bonded 10mm Auto is a full-power load that takes complete advantage of the caliber’s true capability. Although most 10mm loads are watered down to produce ballistics similar to those of the .40 S&W, this cartridge offers the muscle needed for both big game and personal protection. Based on the proven Trophy Bonded Bear Claw rifle bullet, the 180-grain Trophy Bonded Jacketed Soft Point bullet design features a formed inner profile that preprograms and controls expansion to ensure deep penetration. Muzzle velocity is 1,275 fps. SRP: $39.95, per box of 20. (federalpremium.com)

PHOTO CREDIT

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50 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2014

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BACKUP PLAN. The SIG P290RS microcompact with restrike capability. NOW available in .380ACP and 9mm. Superior performance in a palm-sized, easy-to-carry polymer package. Backed up by the most reliable name in ďŹ rearms.

NOW AVAILABLE IN .380ACP

Find us:

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Learn more at SIGSAUER.COM/P290

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