SHOT Business | December 2010

nssf

VoLume 18, number 7 december 2010

shooting, hunting & outdoor trade

Time to Cash In on

PredaTor

HunTing The guns and accessories your customers will need for a successful hunt PG. 34 Firing Line:

CVA’s Accura V2 inline muzzleloader is no flash in the pan PG. 30 Fyi:

Online training programs help your staff sharpen their selling edge PG. 28

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s h ot b u s i n es s

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december 2010

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contents

vol. 18, issue 7

Departments 32

2 5 34

Features

34

when the hunter becomes the hunted

44

Predator hunting continues to grow, no doubt in part because of its unique appeal by doug

expanding seasons, expanding sales the

customer hooked on predators is willing to purchase a wide range of accessories

50

the melting pot Michigan

retailer action impact thrives on a diverse customer base—and an equally diverse staff by brian

nSSF update 21 22

from the nssf Make the

most of the nssf’s website

shot show u. presents a great retailer lineup this special preshow

cover: john hafner

are your true colors?

news briefs

remington, leupold join forces on new sniper rifle; new line of bows from G5

26

atf q&a What do you

28

fyi cyber training is a fast, efficient method for keeping your employees up to date

30

firing line cva’s

32

mccombie

do if a firearm has only a serial number present?

accura v2 is designed for the modern muzzleloader hunter undercover shopper a hunt in

idaho for an elk rifle

by j. guthrie

howlett

program is a valuable learning opportunity

22

editor’s note What

visit the nssf booth at shot show nssf staff

members will be on hand to meet and greet visitors

23 23 24 25

nssf awards $100,000 to the bsa funding helps

the bsa provide shooting sports programs nationwide get state of the industry tickets now nssf delivers value

54

good stuff Danner

56 64

what’s selling where

footwear is a great value, and it’s american-made

new products Para

usa 1911; Mossberg tactical .22 rifle; sKb waterproof gun cases; and more

61

you should know

Demystifying the internet’s new social media december 2010 ❚ SHot BuSineSS ❚ 1

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eDitor’s note nssf

True Colors Is your heart in the right place?

I

n my town, the digital age has taken a dreadful toll.

Closed are independent operations that sold books, compact discs, travel packages and hardware, all replaced by faceless big-box entities that offer prices far below what an independent can offer and remain profitable. This raises the question: Are independent firearms dealers also doomed?

The answer is, not necessarily. A recent study—“E-commerce and the Market Structure in Retail Industries,” which was cited in an article in The Economist— acknowledged that there is “much truth in the conventional wisdom, but also some solace for those who believe small is beautiful.”

The study notes that the Internet has lowered the cost of acquiring information, and that armed with this data, consumers are able to cast a wider net in search of lower prices. This unrelenting price competition has led to a shakeout where

small, “inefficient” companies have been replaced by larger, more efficient operations.

But there is a silver lining here.

The study notes that big firms are not necessarily destined to vacuum up all the benefits of e-commerce.

“The theory suggests that as people become better informed, thanks to the web, the businesses that cater most to their desires will thrive. If people want lower prices, then bigger shops and chains, with their economies of scale, may be the ones that do best. But it is equally possible that a small shop meeting a very specific need might see its market share expand because more

people who want what it provides learn of its existence.”

The study provided evidence to back up this assertion, noting that there are small shops (with one to four employees) that are weathering this storm very well indeed.

Does that sound familiar?

These are stores that cater to the passion of the customer. These are stores where the owners are passionate about their businesses. These are stores where the prime directive is not to unload on a poor unsuspecting clod some oddball dustcatcher that’s been sitting in inventory for a year, but to make that customer happy by providing a service that mirrors and amplifies his passion.

And that’s exactly what you can do. You make that customer happy by listening to him. When you do that, you’re no longer a salesman, you’re a troubleshooter helping the person in front of you solve a problem, whether it’s a need for a new elk rifle or a cleaning patch for a .22.

While you’re at it, keep this in mind: This empowered consumer has the ability to check the veracity of what you say with a simple click of a mouse or sweep of a finger across a smart phone. You and your associates better know your stuff.

One last proviso: If your heart’s not in it, if you’re just going through the motions, then maybe it really is time to close the door. For as The Economist summed up, the Internet allows customers “to see a business’s true colors.”

What color will your customers see?

slaton l. White, Editor

slaton l. White, editor

Margaret M. nussey, Managing Editor David e. Petzal, Shooting Editor John Burgman, Assistant Editor Maribel Martin, Senior Administrative Assistant James a. Walsh, Art Director shayna Marchese, Associate Art Director Paul l. Catalano, Production Manager ContriButing eDitors

Larry Ahlman, Michael Bane, Scott Bestul, Philip Bourjaily, Chris Christian, Christopher Cogley, Jock Elliott, Doug Howlett, William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Marilyn Stone

eriC ZinCZenko, Vice President, group Publisher aDVertising: 212-779-5316

John graney, Associate Publisher gregory D. gatto, National Endemic and Online Sales Director Paula iwanski, Northeast Brian Peterson, West stephen Mitchell, Southeast elizabeth a. Burnham, Associate Publisher, Marketing & Online Services ingrid reslmaier, Marketing Design Director

Business oPerations

tara Bisciello, Business Manager

ConsuMer Marketing

robert M. Cohn, Consumer Marketing Director raymond Ward, Senior Planning Manager shelley shames, Fulfillment Manager

ManufaCturing

laurel kurnides, Group Production Director Barbara taffuri, Production Director

Bonnier

Chairman, Jonas Bonnier Chief executive officer, Terry Snow Chief operating officer, Dan Altman Chief financial officer, Randall Koubek sVP, Corporate sales & Marketing, Mark Wildman Vice President, Consumer Marketing, Bruce Miller Vice President, Production, Lisa Earlywine Vice President, e-Media, Bill Allman Vice President, Digital sales & Marketing, John Haskin Vice President, enterprise systems, Shawn Larson Vice President, human resources, Cathy Hertz Vice President, Corporate Communications, Dean Turcol Vice President, Media Development, Michael Starobin Brand Director, John Miller Director, licensing & Merchandising, Stanley Weil Publishing Consultant, Martin S. Walker Corporate Counsel, Jeremy Thompson

SHOT Business (ISSN 1081-8618) is published 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 18, issue 7. Copyright © 2010 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, selfaddressed envelope. Requests for media kits and advertising information should be directed to McClain Robertson, Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695. Periodicals postage paid at New York, NY, and at additional mailing offices. REPRINTS: Wrights Reprints, 877-652-5295.

POSTMASTER: Please send address changes to SHOT Business, P.O. Box 422494, Palm Coast, FL 32142-2494.

Printed in the USA. To subscribe, renew a subscription, change your address or other queries, please call our toll-free customer number: 866-615-4345.

For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016

2 ❚ Shot BuSineSS ❚ DECEMBER 2010

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Your Future Is Our Business It’s Also Our Mission and Passion National Shooting Sports Foundation® Join the National Shooting Sports Foundation. Help us attract, excite and inform new hunters and shooters – and turn them into your customers.

All of us are a part of the lucky few who make a living pursuing our passion. We are the National Shooting Sports Foundation, the trade association of the firearms, ammunition and shooting industry. By becoming a NSSF member, you enable us to attract, excite and inform new hunters and shooters in every state about the sport we love . . . new enthusiasts mean more business for everyone. Whether it is in the field, on the range, in Washington, D.C. or 50 state capitals, we stand proudly as your voice. Help us make your voice louder and stronger where it counts.

For 50 years, our mission has always been to promote, protect and preserve our hunting and shooting sports. Now more than ever, it’s time to shoot for more and become a NSSF member. To join, contact Bettyjane Swann at (203) 426-1320 or bswann@nssf.org.

© iStockphoto.com/Sami Photography

The future of your business depends on it.

www.nssfmembership.com

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edited by john burgman

Bits & Pieces

news briefs news

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promotions

Hunter Safety System Issues Voluntary Recall

hunter safety system (hss) recently announced an immediate, voluntary recall of the carabiners that were included with the new hss 300 ultra Lite tree-stand harness. the company stressed that there have been no reported incidents involving these carabiners. however, tests found that the carabiner gate-retention pins can inadvertently detach, permitting the carabiner gate to open. an open carabiner gate creates the possibility of the tree strap or lineman’s climbing strap to release from the carabiner, thereby allowing the user to fall. the upc code for the harness is 8-59540-00083-0. all dealers and users should contact hss (877-296-3528) for a carabiner exchange.

awards

❚

outreach

Remington’s upgraded M24 rifle will be known as the M24E1.

Mossberg Reorganizes

mossberg, the oldest familyowned firearms company in america, recently signed the evans Group for sales representation. the evans Group will be responsible for sporting goods and law enforcement sales in missouri, iowa, nebraska, Kansas, ohio and other midwestern states. mossberg selected the evans Group based on the company’s retail knowledge, understanding of distribution channels and commitment to customer service.

Jones & company, another mossberg partner, will continue to service the southeast for sporting goods and law enforcement, and will be adding some eastern states as well.

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Remington, Leupold Join Forces on New Sniper Rifle Current overseas military missions have seen a need for a more substantial sniper gun The U.S. Army recently awarded Remington Arms a contract for the upgrade of up to 3,600 M24 Sniper Weapon Systems, which will carry a new designation—M24E1. The major change in this system is a switch in caliber from 7.62mm NATO (.308 Winchester) to .300 Winchester Magnum, to provide soldiers with additional precision engagement capability and range, as current operations in Southwest Asia have demonstrated the need for a more powerful and longer-range sniper round.

But that conversion wasn’t really a difficult trick because the baseline M24 was originally designed to chamber a longer and more powerful round than the 7.62mm NATO. “We are honored to be providing U.S. soldiers with the M24E1 solution, an evolutionary leap in precision engagement capability and survivability,” said Jason Schauble, vice president of Remington’s

Defense Division.“Remington has made investments in manufacturing modernization, end-user-driven research and development and complementary technologies to provide a wide range of reliable, durable and maintainable small-arms solutions, and the M24E1 award is a significant achievement for our company and its proud U.S. workforce.”

The M24E1 utilizes a new stock assembly, which maximizes the amount of physical adjustments for the sniper to provide a true customized fit. In addition, a folding buttstock allows for easier transport and greater concealment.

Removable 1913 Picatinny rails will allow (Continued on page 6) The paper used for this magazine comes from certified forests that are managed in a sustainable way to meet the social, economic and environmental needs of present and future generations.

december 2010 ❚ SHot BuSineSS ❚ 5

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news briefs (Continued from page 5)

shooters to add appropriate accessories as needed.

Additional features include a quickattach/detach Advanced Armament suppressor with muzzle brake, a five-round detachable box magazine and advanced corrosion-resistant coatings.

However, the most important upgrade is found atop the receiver: the Leupold Mark 4 6.5–20x50mm Extended Range/ Tactical (ER/T) M5 Locking Adjustment riflescope. There is a reason this is a vital piece of equipment: You can’t hit what you can’t see.

Specially designed and built with the military sniper in mind, the scope has an autolocking elevation adjustment. This feature ensures that rock-solid reticle adjustment is maintained during rough going and stressful conditions on the battlefield.

“This new scope incorporates all of the features our warfighters have been asking for,” said Kevin Trepa, Leupold’s vice president of tactical sales and marketing.

“We are working hard to design, manufacture and deliver the tools they need to get the job done.”

Leupold president and CEO Calvin Johnston added, “We are excited that our newest riflescope is part of Remington’s upgraded M24E1 Sniper Weapon System.

Leupold will continue to leverage its Oregon-based workforce to provide the

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Leupold’s battle-ready Mark 4 6.5– 20x50mm M5 Locking Adjustment scope is a noteworthy component to Remington’s M24 sniper rifle.

military with superior products built to their specifications.”

Other key features of the new ER/T include M5 windage and elevation adjustment dials with audible, tactile 1/10 (0.1) milliradian clicks to match the range-estimating and mil-based Horus reticle options.

This allows fast shot correction in the field.

An elevation zero-stop helps prevent underrotation in high-stress situations.

With the Horus H27 or H58 reticle in the front focal plane, the scope offers the versatility of a variable-magnification optic, as well as the ability to accurately range at all magnification settings.

Leupold’s Xtended Twilight Lens System delivers a clear sight picture for target discrimination at all powers and in a wide range of lighting conditions. A lockable eyepiece makes reticle focus simple to achieve and maintain. It also enables long eye relief to provide the shooter with nearinstant target acquisition.

Other key features include side-focus parallax adjustment for easy parallax focusing from 75 yards to infinity. The 34mm maintube allows for maximum windage and elevation adjustment.

11/16/10 2:43:51 PM

On the Move Industry hirings and promotions

Allen Forkner

Swanson Russell recently said that Allen Forkner will serve as a public relations counsel in the company’s public relations department in its Lincoln, Nebraska, office. Forkner has more than 13 years of experience in journalism and public relations.

Mark Korros

Filson named Mark Korros as its CEO and president.

Korros will be based at the company’s headquarters in Seattle, Washington, and has more than 35 years of experience in management, brand development and direct marketing.

Brian Correia

Pioneer Research announced that Brian Correia has been promoted to director of sales and marketing.

Correia, previously of ZEP Sales & Service, will report directly to Wolfgang Harms, the president of Pioneer Research, and will be based at the company’s Moorestown, New Jersey, headquarters.

Rossi Announces Rebate for Youth Rossi recently announced a $20 rebate for its popular Youth Matched Pair shotgun line. The $20 rebate is offered for the .410/.22 LR Youth Matched Pair in a blued finish with brown, black or pink synthetic stock and a nickel finish with black synthetic stock. Additionally, the 20-gauge/.22 LR Youth Matched Pair in a blued finish with brown, black or pink synthetic stock is eligible for the rebate.

The rebate began in September and will continue until December 31, 2010.

Consumers must submit the rebate form, mailed and postmarked within 20 days from the date of purchase. (Consumers should also note that the latest redemption must be postmarked no later than January 15, 2011, to be eligible to receive the offer.) RSP for eligible products ranges from $197 to $283.

The Rossi Youth Matched Pair line is a popular “youth-size” gun. Rossi starts

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Rossi’s Youth Matched Pair is a popular option for introducing kids to both rifle and shotgun shooting.

with one of its single-shot rifles, then hand-fits an interchangeable shotgun barrel to create the Youth Matched Pair.

The result is a rifle with adjustable fiber-optic sights and a button rifled barrel for enhanced accuracy, which quickly allows a swapped barrel to become a shotgun. Each model comes with a scope mount base, custom carrying case and dual-purpose strap.

The complete line of Rossi firearms features the Taurus Security System, which offers additional safety for youth.

11/16/10 2:43:59 PM

news briefs

Blackhawk Embraces the Future with Sites In the modern marketplace, consumers want to be “fully engaged.” As a result, manufacturers and retailers alike can no longer pursue simple command-andcontrol practices in which they call all the shots. If a consumer doesn’t like the product or the service, you’ll hear about it— loud and clear. It’s a Brave New World, one that seems to many to be alien terrain.

Nevertheless, it’s the wave of the future, and the smart companies understand the importance of using new tools to build lasting relationships with customers.

Blackhawk is playing smart via a fan page on Facebook, a Twitter account and a YouTube Channel.

“The world is becoming increasingly Internet-savvy, and customers expect you to be where they interact, and these days that is on social networks,” said Ashley Burgess, senior marcom manager at Laura Burgess Marketing, which handles marketing and public relations for Blackhawk.

“If you aren’t where your customer base is, you could be ignoring a crucial segment of your market. By having a Facebook fan page, a Twitter account and a YouTube channel, we give our customers and dealers a place to interact with us directly. It cuts out the middle man and lets our customers know that, yes, we are here for you and we are listening.”

According to Burgess, the company has seen a “tremendous outpouring of support on the Facebook fan page. Customers are using it to interact with each other, to find dealers, to tell us their concerns and to tell us what we’re doing right.”

Facebook now boasts more than 500 million users, so it’s clearly the 800-pound gorilla in the room. That’s why Blackhawk’s 3,000 “like marks” are so important. But its Twitter account is gaining traction as well. “We mainly use this as a sales tool to announce deals and promotions,” she says.

YouTube has been Blackhawk’s oldest and longest social media effort. The company has had a YouTube channel for four years now, and its video uploads are near the one-million mark.

Burgess says that all three of Blackhawk’s social media efforts have proved to be very effective tools. But one

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Blackhawk realizes that it’s better to embrace Web trends than to fight them.

product above all others seems to garner the lion’s share of attention. “The most inquired about product we see on our various social media platforms has been the SERPA holster,” she says. “People want to know if we have one for a certain handgun model. After that, I’d say that our knives receive a lot of buzz as well on the various platforms.”

Given that social media is dominated by younger users, you might think going this way leaves out the older customer.

Not so, says Burgess. “Actually, our largest age demographic on Facebook is in the 25- to 44-year-old bracket, and the fastestgrowing segment is the 35- to 44-year-old.

So, while the social media trend may have been started by college kids, it has quickly caught on in all generations.”

Those kinds of numbers aren’t lost on Blackhawk marketing manager Terry Naughton. “Social media has become a vital element in our marketing strategy, as it provides a vehicle for brand advocates to share information and communicate directly to the factory,” he says.

Blackhawk has always prided itself on its ability to move quickly to meet customer demand, and its social media efforts clearly help the company retain this competitive edge. “The exponential growth of our fan base, and their input, has assisted us in structuring our offerings to meet their requirements,” he says. —Slaton L. White

11/17/10 9:27:07 AM

New Line of Bows from G5

Prime line boasts improved technology for better performance G5 Outdoors introduced Prime, a new bow line, this season. With its proprietary and exclusive Parallel Cam Technology, the new line of premium bows virtually eliminates cam lean; this makes the bows more forgiving and more accurate at greater distances.

“The new Prime Bows will raise the bar in compound-bow performance,” said G5 president Matt Grace. “We are thrilled with the ingenuity our engineers and designers have shown in developing a product that addresses one of the nagging problems in current bow designs.”

The new design balances the load equally on each side of the bow cable, resulting in practically no cam lean, reduced horizontal nock travel and reduced limb fatigue. In addition, the new Prime series offers other unusual features, including forged 7000 Series T6 aluminum risers that are twice as strong as traditional 6061 T6 aluminum risers. This design helps to increase riser stiffness and reduce the shooter’s hand shock.

The Prime series also offers C-1 laminated limbs. These limbs utilize a cross weft design to significantly reduce torsional stresses in the limb, resulting in improved consistency and accuracy Gore fiber string and cables, a TI-Glide titanium flexing cable system that reduces cam lean by 25 percent, and Shield Grip

for repeling water, odors and other unwanted elements, are also included in the new Prime line.

The bows are available in several design patterns, including Optifade Forest, Optifade Open Country, Realtree AP HD and black, and come in two models—the Shift and the Centroid.

Every Prime bow is fully assembled

and tuned. G5 then takes the extra step of cycling every bow 100 times on an automated cycling machine, and then super-tunes the bow again. This process ensures that strings are properly stretched, and limbs and limb pockets have properly settled–eliminating the need to retune the bow after the first 100 shots.

Introduced in 2007 ...

Still the Best Big Game Crossbow Ever Made!

Integrated machined riser and foot stirrup for strength and stability.

Maximum rotation MR™ cams.

12” 185-pound IsoTaper™ compact limbs.

Compact & maneuverable 17.5” axle-to-axle when cocked.

13” power stroke.

343 fps 109.7 fp

kinetic energy

Shoulder it. Shoot it.

The Phantom CLS features TenPoint’s Compact Limb System Technology (CLS) – a collection of bowassembly features which produce a shot so smooth, quiet and vibration free that it is difficult to believe it delivers its payload with such overwhelming speed, power and accuracy.

Sleek, compact and maneuverable, the Phantom CLS is the unparalleled industry leader in modern crossbow technology.

Another TenPoint highperformance experience you won’t soon forget.

To learn more about the Phantom CLS, please visit our website at www.tenpointcrossbows.com

Family-owned G5 looks to make waves with the new Prime bows.

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330.628.9245 tenpointcrossbows.com

11/16/10 4:02:42 PM

news briefs

Weatherby’s Web Initiative Weatherby Nation, one of the largest and most active free social networks for hunters and shooters, is offering a bevy of new benefits for members.

Created in 2007, and similar in concept to other online social networks such as

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Facebook, MySpace and LinkedIn, Weatherby’s online community, weatherbynation.com, is approaching the 50,000-member milestone.

In addition, on September 14, Weatherby unveiled a new graphics look

and updated navigation for the site. To accompany the new look, Weatherby launched several benefits on the site, including exclusive members-only access to Weatherby articles and stories, inside information on what’s happening at the company, members-only offers and discounts from Weatherby partner retailers and a special form for contacting Weatherby with product thoughts, questions and opinions.

Weatherby Nation membership remains completely free, and the popular features of the site will continue to operate normally. These include the Spike Camp message board and a personal “Trophy Room” and “Gun Rack.” In addition, members can enter Weatherby’s online sweepstakes, offering the chance to win an African safari and three other hunts, home defense training at the world-renowned Gunsite Academy and an assortment of rifles and shotguns.

Sweepstakes entries can be submitted at news.299weatherby.com through December 31, 2010.

“With these new enhancements, Weatherby Nation delivers more benefits than ever before,” said Brad Ruddell, Weatherby’s vice president of sales and marketing.

Ruddell also said that the site will bridge the gaps between the different areas of the brand. “The new enhancements bring [Weatherby] Nation members and Weatherby even closer together, while maintaining a lively community in which passionate hunters and shooters can gather to swap stories and photos, discuss past and future hunts, show off their trophies, and exchange thoughts and opinions on firearms and related equipment.”

Weatherby’s 2010 line features the Vanguard and Mark V rifles, over/under and side-by-side shotguns in the Athena and Orion lines, semi-auto and pump shotguns, premium ammunition and security/shooting accessories.

Weatherby is based in Paso Robles and invites shooters to visit and join its online community at weatherbynation.com.

11/17/10 11:29:38 AM

Battenfeld Optimizes Storage The primary mission of a gun safe, to state the obvious, is to provide secure storage for firearms. But many owners also use these safes for secure storage of important household documents, jewelry and other small, valuable items. When Battenfeld Technologies, which specializes in innovative accessories, took a close look at how the interior of a safe is really being used, it realized that this prime real estate was often poorly utilized.

The solution was to create a line of accessories that allowed safe owners to unlock all of the storage potential of their vaults. That is exactly what Battenfeld has done with Lockdown.

Lockdown offers eight different hanging organizers designed to optimize storage space. These organizers can be installed with Battenfeld’s Universal Attachment System, which offers Vampire Clip inserts for use with carpeted interiors or magnets for use on metal interiors.

The line also includes gun care products (for example, dehumidifier rods) as well as a vault lighting kit.

“We believe consumers will appreciate Lockdown as an effective and affordable means of maximizing their vault’s potential,” said Jim Gianladis, vice president of product and marketing. “By enhancing organization and improving accessibility, Lockdown makes the storage of valuable possessions much simpler.”

Gianladis also believes the product will

have great appeal to dealers because its merchandising display requires no additional retail floor space. The innovative over-vault display securely hangs on one or both sides of a vault already on the sales floor.

“It will allow a retailer to fully cover the accessory category with a single vendor and free up precious shelf space for other products. We really did our homework on this line and are excited to see how it performs,” said Gianladis.

by

THE NEW WICKED RIDGE INVADER

Now Available with TenPoint 3x Multi-Line™ Scope Option

Get your Wicked Ridge Invader or Warrior, fully-outfitted for 2011 with an array of new high-performance accessories.

HUNT THE RIDGE at ATA Show – booth #1801 / SHOT Show – booth #543 / IWA Show – hall 5, stand 215 or visit us online at Jim Gianladis of Battenfeld says the company devoted “a huge amount of research” to create the Lockdown line.

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Shown with optional SteddyEddy and Bowjax silencing kit

11/16/10 4:10:20 PM

What if the person you need is not looking for a job?

Key employee search firm for the shooting, hunting, knife, LE/tactical and outdoor industry.

Employer paid fee.

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news briefs

2010 SHOT Business Award Nominations The winter months are about holiday feasts and snowy weather. However, for sportsmen and industry heads, the winter is also about the SHOT Show—and with it, the SHOT Business Awards.

The award for Retailer of the Year goes to the shooting industry retailer that has excelled with an exceptional commitment to the promotion of the shooting sports, the preservation of our hunting and shooting heritage and the protection of our firearms freedoms.

The SHOT Show is a time for dealers and brands Nominees include Richard to push new products, but it’s also when SHOT Sprague (Sprague’s Sports, BuSineSS recognizes industry leaders.

Yuma, Arizona); Joe Keffer (The Sportsman’s Shop, New Falls, Idaho, Bill’s Gun Shop & Range in Holland, Pennsylvania); and Joe Cimino Robbinsdale, Minnesota, Markham Park (North Atlantic Sportsman, Monroe, in Sunrise, Florida, and Minute Man Connecticut).

The award for Distributor of the Year is Sportsman’s Club in Burlington, Massachusetts, are among the nominees presented to the top distributor in the this year. shooting sports industry based on comThe award for Company of the Year is munity outreach to promote the shooting sports and efforts to preserve our hunting presented to the leading company or organization in the shooting sports and shooting heritage and protect our industry based on community outreach firearms freedoms. Nominees include and efforts to preserve our hunting and Lipsey’s of Baton Rouge, Louisiana; Bill shooting heritage and protect our fireHicks & Co., Ltd. of Minneapolis, arms freedoms. Cor-Bon/Glaser in Minnesota; and Big Rock Sports of Sturgis, South Dakota, GunBroker.com in Newport, North Carolina.

Kennesaw, Georgia, Midway USA in Manufacturer Rep of the Year is preColumbia, Missouri, and USA Shooting in sented to the leading manufacturer’s Colorado Springs, Colorado, are this representative group in the shooting year’s nominees. sports industry based on its community Finally, an award for Person of the Year outreach and efforts to preserve and prorecognizes the individual who has done mote our hunting and shooting heritage the best job of promoting the shooting and protect our firearms freedoms. This year’s nominees are Mike Gladson (Sturm, sports and presenting a positive image while making great personal Ruger & Co., Southport, Connecticut) sacrifices—both in time and financial and Shane Naylor (Remington Arms Co., resources—in an effort to preserve our Summerfield, North Carolina). hunting and shooting heritage and protect Additionally, an award is presented our firearms freedoms. The nominees are for Range of the Year, and it goes to the leading shooting facility based on its com- David Baron of Trumbull, Connecticut; Buz Mills of Paulden, Arizona; and Jim munity outreach and efforts to preserve Shepherd of Birmingham, Alabama and promote our hunting and shooting The winners will be announced at the heritage and protect our firearms freeBonnier Outdoor Group breakfast at the doms. Action Impact in Southfield, SHOT Show on January 18, 2011.

Michigan, Center Target Sports in Post

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

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11/17/10 9:28:35 AM

When traveling light is the order of the day, the new Taurus Compact Pistol

Hidden Until Called For.

answers the call. The 10.2 oz. TCP — 9 oz. in Titanium — is a high-performance

The TCP offers maximum

compact with the best in Taurus technology and features. Available in either

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FREE one-year NRA membership with the purchase of any new Taurus fi rearm.

BN_025877_SHB1210.indd 1

11/10/10 3:14 PM

news briefs

Trail NP series

GunUp.com Picks Burgess as PR Partner GunUp announced a partnership with North Carolina–based Laura Burgess Marketing (LBM) to create GunUp.com, an Internet community for new and experienced gun owners. The site will use the latest in Web technology to bring a feature-rich experience alive, with in-depth product specifications, reviews, articles, blogger content and more.

“We are very excited at LBM to be working with Dan Hall [CEO of GunUp] and his team on this Internet firearms community,” said Laura Burgess, president of LBM. “Dan Hall brings his years of experience as a firearms enthusiast and his military background, coupled with his expertise in Web-based technologies, to give gun owners a total experience currently not found on the Internet.”

Dan Hall said, “GunUp identified LBM as one of the industry leaders who could help us navigate within the firearms and

accessories industry to bring best-inclass information and products to the forefront,” “We are looking forward to working together to develop a one-stop, Web-based experience for gun owners and individuals who love the shooting sports,” he added GunUp.com will be integrated with Facebook and Twitter for on-demand information on anything related to firearms or firearms accessories.

The Laura Burgess Marketing client list includes Blackhawk, SIG Sauer and KodaBow, among others.

GunUp is headquartered in Seattle, Washington. The company was founded in 2010 by Dan Hall, a combat veteran. Working with a team of Internetsavvy technicians, Hall created an online community where gun owners can have access to current product information and subject-matter experts in the firearms industry.

Beretta Gets New Manager to Push Brand Awareness

POWER • ACCURACY • SPEED • STEALTH .25 CAL

.22 CAL.

.177 CAL.

HIGH PRESSURE NITROGEN POWER “ FINALLY, A REAL HUNTING AIRGUN WITH QUIET KNOCK-DOWN POWER”

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crosmanhunting.com

1210_newsbriefs.indd 14

Beretta recently hired Lea Ramthun as the company’s new marketing communications manager. Ramthun brings seven-plus years of marketing and firearms industry experience to Beretta USA. Ramthun will report to Ryan Muety, director of marketing and consumer direct, and will focus her attention on the advertising and communications efforts of Beretta USA and the Beretta Galleries.

“Lea brings a strong marketing background as well as industry experience to our marketing team. This is a vital role in our objective of driving brand awareness to purchase intent for our products, and we look forward to her contributions,” said Muety Ramthun said, “Beretta’s history, tradition and reputation is second to none, and the opportunity to be a part of that legacy is certainly exciting. I’m looking forward to helping grow the Beretta Brand and ensure that the name Beretta is top-of-mind with consumers.”

Beretta was established in 1526, and thus is the oldest industrial dynasty in the world. The company traces its roots through 16 generations of continuous family ownership. Firearms bearing the Beretta name have been sold for almost 500 years. The company’s American division, Beretta USA Corp., was founded in 1977, and supplies the standard sidearm to the U.S. Armed Forces. Today, Beretta manufactures, distributes and markets a complete line of firearms, accessories and apparel. Beretta also owns and operates six retail Beretta Gallery stores worldwide.

11/16/10 2:44:38 PM

New Books for the Holidays Gun Trader’s Guide,

by Stephen D. Carpenteri, and Shooter’s Bible, edited

by Wayne Van Zwoll, have stood the test of time and remain popular reference books for hunters, shooters and collectors. Both books are being re-released with updates and new listings.

Sportsmen who want something to read in the blind or stand, or a couple of good books for those days when the weather isn’t cooperating, have a few noteworthy titles to check out this season.

Gun Trader’s Guide, by Stephen D. Carpenteri, is now in its 32nd edition, and is one of the original reference guides for gun values.

For more than half a century, the Gun Trader’s Guide has been one of the standard references for collectors, curators, dealers, shooters and gun enthusiasts. The fully updated installment includes extensive listings for handguns, shotguns and rifles from brands such as Remington, Colt, Browning, Winchester and Beretta.

Detailed color and black-and-white illustrations complement the descriptions of the guns included in Carpenteri’s guide. A simplified structure allows for quick access to information, and a complete index and guide on how to properly and effectively use the book to find the “perfect” firearm will be useful to sportsmen of all levels.

Also of note is a list of gun shows

around the country, as well as tips on gun show etiquette.

Shooter’s Bible, edited by Wayne Van Zwoll, is also being refreshed. Advertised as “The World’s Bestselling Firearms Reference,” the guide, originally published in the 1920s, is updated for the contemporary gun collector.

The guide was originally available as the mail-order catalog of the Stoeger Arms Corporation, but there are currently more than seven million copies in print.

Now in its 102nd edition, the version includes up-to-date handgun and rifle ballistics tables, extensive charts of bullets and projectiles for handloading, a new products catalog featuring firearms, ammunition and optics manufactured in 2010 or planned for 2011 and photographs showcasing various makes and models of firearms equipment.

Virtually all major brands are included in the updated volume, including Winchester, Cooper, Howa, Ruger, Benelli, Remington, Kimber, Smith & Wesson, Bushnell, Nightforce and Swarovski.

Easy Gift Ideas

Dealers should note that guidebooks and reference volumes are potential purchases for the holidays, especially when people who are not entirely familiar with firearms are buying holiday gifts for sportsmen.

Gun Trader’s Guide, Shooter’s Bible and other books are less expensive than many firearm or hunting accessories, generally take less explanation and sales time on the floor, can be grouped with other instructional items like DVDs and pamphlets, and offer relevant information for shooters of all skill and experience levels.

1210_newsbriefs.indd 15

TRAJECTORY AIMING GUIDE

ONE SCOPE ONE RETICLE

with a WIDE RANGE OF BULLET/LOAD COMBINATIONS!

By matching ammunition ballistics to placement of the crosshairs on the reticle, the need for estimation is eliminated. TAG reticles accommodate distances from 100 yards to 600 yards. centerpointoptics.com

11/16/10 2:44:41 PM

news briefs

Umarex Opens New Facility in Arkansas

The wait is over. This October, after a year and a half of construction, Umarex USA moved into its new quarters in Fort Smith, Arkansas.

Fittingly, in lieu of a traditional ribboncutting ceremony, master gunsmith Danny Williams used an airsoft rifle to shoot a balloon attached to a ribbon that was stretched across the new facility’s main entrance. Then service tehnicians Ryan Hunt and Sean Shipman fired five blank rounds apiece to further mark the official start of operations at the new facility.

Umarex USA’s new North American headquarters, located at Chaffee Crossing in Fort Smith, Arkansas, is just six miles from the company’s previous site. The investment in the new facility was a result of the growth that Umarex USA has experienced since leasing a 30,000-square-foot building five years ago.

The new building has nearly 117,000 square feet of floor space, 30,000 of which is dedicated for future assembly and manufacturing.

“The support we have received from our partners and our group of employees has provided us with the means to be successful in the economic situation that our country is now experiencing,” said president and CEO Adam Blalock.

Umarex USA estimates that it will employ 60 to 120 people over the next three years. This is in addition to the more than 80 sales representatives located throughout the USA, Canada and Mexico.

“We originally chose Fort Smith for the people and their work ethic,” Blalock said.

The state’s business ethic was also a major reason to stay and choose to expand, Blalock said. “The City of Fort Smith, the Regional Chamber of

Umarex estimates that the new “green” building will employ nearly 100 people in the next few years.

Commerce, the Fort Chaffee Redevelopment Authority and the State of Arkansas have all been great to work with, and we are most grateful. Our whole team is excited about our new Chaffee Crossing address.”

The state-of-the-art facility boasts such features as a 50-meter private indoor gun range, quality-control lab, gunsmith department, and a sophisticated shipping and receiving distribution center.

The new building is also more ecofriendly. It is equipped with high-tech video conferencing and audio-visual capabilities, and Umarex USA has incorporated several “green” concepts into its building and operations, including motionactivated lighting, recycling, environmentally friendly building materials, skylights and low-energy-consuming heating and cooling standards.

Umarex has been building air guns for more than 35 years, and has long been associated closely with Walther firearms.

The company manufactures and markets a number of products, including air guns, paintball products, airsoft guns, blank-firing guns, self-defense weapons, firearms and laser-based measurement and leveling instruments. Umarex’s shooting sports products are marketed under the brand names RWS, Walther, Hämmerli, Beretta, Smith & Wesson, Browning, Heckler & Koch, Ruger, Desert Eagle, RAM, Colt and Regent.

Umarex products can be found at both national and local sporting goods retailers throughout North America.

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

1210_newsbriefs.indd 16

11/16/10 2:44:45 PM

Crimson Trace Launches a New Military Division

Crimson Trace, manufacturer of Lasergrips and Laserguard lasersighting systems, recently launched a new division targeting military-supply channels with military-grade product. The division will be called CTC Defense.

CTC Defense will feature products that are built using new technologies and resources that will be, according to director of CTC Defense Dale Suzuki, “innovative solutions for today’s hostile environments.”

Suzuki also said, “Adapt, enhance and overcome—these are the key needs for today’s modernday war fighter.”

Suzuki says two of the first products offered by CTC Defense will be Lasergrips for the SIG Sauer P226 that incorporate a red laser and an infrared laser for use with night vision, and the MVF600, a rail-mounted vertical foregrip for the M4/AR series of rifles that includes a white LED light and infrared lasers.

Crosman Teams with Jim Shockey and IHUNT Air guns haven’t been kid stuff for a long while, though many shooters still look at the category as suitable only for youths or local pest control. But the technology behind these guns is actually quite sophisticated. Problem is, not enough shooters know it. Crosman aims to change that, though, by entering into a multi-year endorsement partnership with Jim Shockey and IHUNT Communications.

In 2011, Shockey will use Benjamin Trail Series Nitro Piston break barrels and Benjamin Marauder PCP air rifles on his television shows, Jim Shockey’s Hunting Adventures and Jim Shockey’s The Professionals. He will also promote these air rifles on TV, in print and at trade shows.

“As a respected hunting authority, Jim is a natural fit for representing Crosman and Benjamin hunting air guns,” says Bob Hampton, Crosman’s vice president of marketing. “Crosman is committed to airgun hunting and dedicated to developing systems for air guns that provide enough power for hunters to be effective in the field. Knowing your capabilities and your distance is important for hunters; now

1210_newsbriefs.indd 17

Crosman hopes having high-profile shooter Jim Shockey promoting its air guns will attract more consumers.

we’re going to provide the power to get the job done responsibly. Shockey is the ideal person to carry us into the new era of air-gun hunting.”

Last year, the Benjamin brand, known for its multi-pump air guns, introduced a new patented technology called the Nitro Piston. By utilizing compressed nitrogen gas, Nitro Piston break-barrel hunting air guns deliver enough terminal energy to harvest small game while eliminating the accuracy and power-fade problems found in spring guns.

11/16/10 2:44:47 PM

news briefs

LaserLyte Expands Side Mount Laser Line for Smith & Wesson The SML also has a customer-requested auto-off feature that LaserLyte, the shooting and hunting devision of P&L Industries, displays a unique flash after five minutes of operation and autorecently announced the expansion of its Side Mount Laser (SML) matically turns the unit off after six minutes. Press the button at line to now offer a unit that fits nearly all Smith & Wesson J-frame revolvers, including 637 and 642 models. The new SML is any time to reset this feature, which prevents accidental activaeasily mounted underneath the rubber grip of the revolver, and is tion and battery depletion. The unit is also easily moved from one Smith & Wesson J-frame revolver to another. the only laser system available that allows the customer to retain The compact base unit contains all components necessary for the factory grip and holster the firearm. The SML will also work operation—laser, switch, battery and cirwith many popular aftermarket rubber cuitry. The unit body is constructed from grips, such as Hogue or Pachmayr brands.

380A die-cast aluminum and the plates are To install the SML, simply choose one made of 4130 hardened chromoly steel. of two included base plates that fits the The SML is powered by four 377 batterrevolver, temporarily remove the grip and ies that provide five hours of normal screw the unit into place. Sight-in is simusage in constant on mode or 10 hours in ple, with common X and Y adjustments. pulse mode. (Normal usage is defined as The SML’s activation switch is strategicalone minute on and one minute off.) This ly placed at the back of the laser and is test mimics actual usage, during which easily turned on by pressing the button on the unit is turned on and off and the batdraw or when holstered. The first press of The SML is undertery is given time to automatically regenthe button produces constant on mode, neath the grip. erate. Dealers should note that LaserLyte while a second press produces pulse mode offers discounted batteries on its website. and third press deactivates the laser.

1210_newsbriefs.indd 18

11/16/10 2:44:55 PM

Premium Match Performance Ammo Is Now Available from AWC AWC Systems Technology announced an alliance with TTI Armory, a company with more than a decade of experience in the manufacturing of match ammunition, to form AWC Munitions. The new partnership will produce premium match centerfire cartridges for pistols, rifles and subguns in a variety of bullet and velocity configurations.

With roots in suppressor manufacturing, AWC Munitions will also release suppressorenhanced ammunition—first with 158-grain 9mm Sub-Sonic Pistol, and quickly followed by 170-grain 308 Sub-Sonic Rifle.

AWC Munitions’ quality control

Munitions cartridges are sealed with a special clear coat to offer extended shelf life.

AWC, an American company, uses proprietary equipment for its automated manufacturing, and each cartridge is scrutinized through a five-stage quality-inspection process.

Cartridges offered will include: 9mm 147-gr. SE-BJHP SubSonic Gold Dot Hollow Point; 9mm 158-gr. SE-FMJ SubSonic Full Metal Jacket; 9mm 115-gr. BJHP Speer Gold Dot Hollow Point; 40-cal. 165-gr. HP Speer Gold Dot Hollow Point; .45 ACP cal. 200-gr. SE-HP Sub-Sonic Gold Dot Hollow Point; .223 55-gr.

Hornaday V-MAX Match Cartridge.

AWC cartridges for pistols and rifles are now available.

ensures consistency in velocity and accuracy. The company stated that a shooter can expect unmatched performance with every round. The company also noted that all AWC

The Bidding Starts Now.® Don’t limit your business to customers in your local

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

11/16/10 2:44:57 PM

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BN_025610_SHB1210.indd 1

10/29/10 4:27 PM

from the nssf

by Chris DolnaCk

u p D at e

The NSSF Website Make the most of this valuable resource You have “someone” working for you 24 hours a day, and you may not even know it.

Today’s businesses must deliver quality customer service, and with all the advances in technology, staying ahead of the competition is tougher than ever. Your leg up to win your market-share battle is just a click away at the National Shooting Sports Foundation’s website—NSSF.org.

This robust website was redesigned last year to make it easy to find any information you need in three clicks or less. That may be one reason more than 3.5 million visitors use NSSF.org each year, and that membership for the NSSF is at an all-time high of almost 6,000 members. Any information you need is at your fingertips. Think about the information stored on this site: • Information on how to become involved with First Shots, an NSSF program designed to recruit new shooters, complete with information on how to put on an event and enlist help from the NSSF. • Links to finding hunting areas and shooting ranges for your customers.

• Bullet Points and the NSSF blog to keep you up to date on the latest in the firearms industry.

• “How-to” videos to promote participation by your customers.

Overlay Guide, a template that indicates which items need to be completed and what the correct responses should be on the ATF Form 4473. This template is available free to NSSF members and available for a fee to non-members. The proper and consistent use of this overlay guide will help to prevent or eliminate most Form 4473 completion errors. Learn more about this on the website, or to request this template, contact Bettyjane Swann, NSSF director of member services, at bswann@nssf.org or 203-426-1320.

Perhaps the greatest value of this website lies in the Members Only section.

This section is reserved for NSSF members and is loaded with information that keeps manufacturers, retailers and range owners not only ahead of their competition, but also abreast of important industry developments that could affect their business. The NSSF’s Association of Shooting Ranges promotes the development of state-of-the-art target-shooting facilities by providing leadership in information, environmental stewardship, communication and partnerships between ranges, industry and community. Dozens of free publications are available that can assist range owners.

The Industry Reference Guide includes industry trends on hunting license sales,

This robust website was redesigned last year to make it easy to find any information you need in three clicks or less.

• Best-practices webinars for state agencies and nongovernment organizations for recruiting and retaining shooters and hunters.

• Industry information on ever-changing legal and governmental issues.

• Ordering information for free or valuepriced safety collateral.

• Information on the 2011 SHOT Show, the industry’s premiere event.

The NSSF has produced a Form 4473

excise taxes, NICS, FFL dealers, manufacturing reports, economic data, demographics of shooting sports participants, equipment expenditures by segment, state-bystate participation, state-of-the-industry survey results and much more. Besides having each state’s ammunition laws at your disposal with one click or finding out about the health of the industry by reviewing the latest NICS numbers, you can even order a report specific to your market. NSSF

Customized Market Reports are tailored market templates prepared specifically for your trade area. These reports are produced for NSSF members and industry professionals, and are available at a convenient price. The reports include knowing your customer potential; knowing your competition; knowing your market-area revenue; a detailed demographic report; a household report; an income report; and thematic maps of your trade area.

Perhaps the most valuable and innovative aspect of the Members Only site is its webinars. These webinars are done by industry retail experts and can be easily viewed or downloaded so you can share them with staff members. The topics include everything from how to sell, to advanced techniques of upselling to ensure higher profits.

There is no better time to be in our industry. With our sports becoming increasingly popular again, and technology allowing industry leaders and retailers to stay ahead of changing trends, the National Shooting Sports Foundation will continue investing time and resources to our website, emerging media programs and technology to serve our members and industry.

Chris Dolnack

Senior VIce President and Chief Marketing Officer, NSSF december 2010 ❚ SHot BuSineSS ❚ 21

1210_fromNSSF.indd 21

11/10/10 3:25:39 PM

u p d at e

from the nssf

SHOT Show U. Presents a Great Retailer Line-up

R

etailers who have attended past sessions at SHOT Show University know how valuable a learning opportunity this special preshow pro­ gram is. This year, SHOT Show University will be held at the site of the SHOT Show, one day before the official opening of the show floor. So, clear your calendar for Monday, January 17, 2011, for this all­day experience.

You can register for SHOT Show University online at shotshow.org, but you must first register for the SHOT Show itself. If you’ve already registered for the show, you still have the opportunity to register for SHOT Show U. “The topics and speakers are top­notch,” said Randy Clark, NSSF managing director, busi­ ness development. “We are sure that the combination of sessions will prove to be of great value to all who attend.”

Contributing to that line­up are: “The Basics of ATF Compliance,” Wally Nelson; “Co­op Advertising,” Bill Kendy; “Merchandising Strategies for the Independent Retailer,” Fox Keim; “Interviewing Procedures: Ask the right questions during the interview process, how to recognize and deter pitfalls during the interview pro­ cess,” Deb Kenney; “Financials How­To: How to calculate open to buy; how to prepare cash­flow state­ ments; how to figure gross markup; how to prepare profit­and­loss state­ ments; how to calculate re­order factors; how to plan proper invento­ ry levels,” Tom Shay; “Shrinkage: SHOT Show U. is a valuable tool for retailers.

What Does It Mean? How to man­ age external, internal and paper­ work loss,” Bill Napier; “Used­Gun Business: How to buy and market,” Larry Ahlman; “Gift Cards: How to capitalize on a program that will enhance your bottom line,” Stephen Hall; “Analyzing Your Store’s Performance for 2010 and How to Make Improvements to Ensure a Stronger Year in 2011,” Tracy Moffatt; “Invoicing and Back­Office Procedures: Includes paper­ work flow, timely payment of invoices and how to recognize both discounts on invoices and areas to control shrinkage,” Jayne Hall; “Gunsmithing Opportunities: Explore the possibilities of broadening your services to your customer base,” Miles Hall; “Add a Shooting Range: Learn the process of evaluating the addition of a range to your business,” Ed Santos; “In­Store Promotions: How to grow your customer base and your bottom line through in­store promo­ tions,” Jeff Poet; and “Receiving Procedures: Important information on checking in products, checking all entries and terminology on invoices and filing claims and returns,” Clint Colosky.

SHOT Show University typically sells out, so secure your spot now.

Visit the nSSF Booth at Shot

NSSF staff members— including Bettyjane Swann, director, member services, and Cindy Brutting, member services coordinator—will be on hand at the SHOT Show to meet and greet, accept new-member applications and renewals, and distribute giveaways to members who have paid their dues for 2011.

The NSSF booth—L221, located at the top of the escalator leading to the entrance to the show floor—is also where members in good standing pick up their member ribbon, which will allow them access to the Member Lounge and Business Center. Be sure to stop by, even if it is just to say hi.

“This provides a great opportunity to answer prospective members’ questions, chat with current members and provide faces to go with the names of both NSSF staff and NSSF members,” said Bettyjane Swann.

Congress Moves Ahead with Protective Ammunition Bill Arkansas Sen. Blanche Lincoln introduced a bill to the U.S. Senate, and Georgia Rep. Paul Broun to the House of Represen­ tatives, that clarifies that components of ammunition are protected under the Toxic Substance Control Act (TSCA) of 1976—not just the completed product itself, as many opponents argued—also adding fishing sinkers to the exemption.

“These bills will help to ensure that America’s hunters and shooters can con­

tinue to choose for themselves the best ammunition to use,” said NSSF president Steve L. Sanetti.

Added Lawrence G. Keane, NSSF senior vice president and general counsel, “Wildlife­management­population decisions are the proper jurisdiction of the U.S. Fish and Wildlife Service and the fifty state wildlife agencies. This legisla­ tion will help safeguard this important policy.”

Components of ammo are protected under the Toxic Substance Control Act.

22 ❚ Shot BuSineSS ❚ december 2010

1210_NSSF_section.indd 22

11/11/10 10:41:58 AM

nSSF Again Awards $100,000 to Scouts’ Shooting Programs

T

he National Shooting Sports Foun­ dation will award, for the fourth con­ secutive year, a $100,000 grant to Boy Scouts of America in support of sport shoot­ ing opportunities at councils nationwide.

The funding allows the BSA Shooting Sports Grant program to provide assistance to Scout councils that have shooting programs or want to develop one.

Learning about firearm safety and marksmanship has been part of Scouting for decades, and increasingly it’s an activity that no longer ends when summer camp is over. Many local Scout groups now offer year­round target­shooting programs, thanks in part to funding from the BSA Shooting Sports Grant initiative.

“This is a tremendous initiative that reaches the grassroots level of Scouting, and will have a positive impact on more than 100 councils by the end of this year,” said Frank Reigelman, BSA’s director of outdoor programs. “The ongoing support of the NSSF has helped keep the future of the shooting sports bright in the Boy Scouts of America.”

Added Zach Snow, NSSF’s manager of shooting pro­ motions, “The NSSF is proud of its long history of supporting shooting­sports participation among youth in partnership with the Boy Scouts of America. Target shooting is a fun, safe activity that Scouts can enjoy with their friends and family for a lifetime.”

The NSSF has awarded more than a million of its Junior USA Shooting Team rifle and shotgun patches to Scouts, and the NSSF was a sponsor of the Boy Scouts Jamboree this past summer.

NSSF funding helps the BSA provide shooting sports programs nationwide.

Get State of the industry tickets now

Jeff Foxworthy

A cocktail reception, dinner, presentations by industry leaders and a special NSSF video will precede the much-anticipated, exclusive performance of comedian Jeff Foxworthy at the NSSF State of the Industry Dinner and Concert, presented by Outdoor Channel on Tuesday evening, January 18, at the Palazzo Ballroom on Level 5 of the Venetian Hotel and Casino in Las Vegas. The celebration of the industry will cap the first day of the SHOT Show.

The appearance of Foxworthy—the

best-selling comedy recording artist of all time, with 13 million albums—is sure to make this event a sell-out.

Tickets can be purchased online by visiting shotshow.org. You must be registered for the show to purchase tickets.

Registered showgoers can log in using their established e-mail address and password under “Already Registered” on the right side of the registration Web page. These tickets are bound to go fast, so don’t put off buying them. They are $100 each; a table for 10 costs $950.

© 2010 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.

december 2010 ❚ Shot BuSineSS ❚ 23

1210_NSSF_section.indd 23

11/11/10 10:42:05 AM

NSSF DELIVERS VALUE HELPFUL PUBLICATIONS FOR RETAILERS When you are a member of the National Shooting Sports

W

Foundation, valuable business-building information becomes available to you. Frequently it is exclusive data, often free.

When it is also available to non-members, any charges to members are always deeply discounted. A series of guides

by Tom Shay, specifically written with the firearms retailer in mind, is one of the newest offerings.

ONE MEMBER’S EXPERIENCE Member: Richard D. Sprague, president Business: Sprague’s Sports Inc. Yuma, Arizona

Richard D. Sprague

Description of Business: “Sprague’s Sports Inc. was started in 1956 by company founder George W. Sprague, and will celebrate 55 years in the gun business in 2011. Sprague’s is a shooting-sports specialty store, and in 2005 moved into a new facility with an added indoor range and classroom to better serve our industry and customer base.”

Experience with the SHOT Show: “The NSSF is an outstanding resource center for all currently involved in the shooting sports and to those contemplating this industry. The multitude of publications and guides available has really helped us make the wisest decisions about going forward with our plans and ideas. From ‘Research & Statistics’ to ‘The Range Report’ to ‘How to Write a Policies & Procedures Manual,’ the list of references is impressive and should not be overlooked. Step-by-step instruction and advice that we would normally have to pay consultants big bucks for is readily available, well-written by the best in the industry, and a great benefit of this outstanding trade organization.”

Value of NSSF Membership: “Membership and support of the NSSF pays big dividends to all members and is one of our company’s best investments. A trip to the nssf.org website always demonstrates the value put forth by many of the brightest minds in the shooting sports business. Industry career connections, government and media relations, voter education and program developments like the extremely successful First Shots seminars are just a few that I value so much—and so will you.”

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 6,000 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, visit www.nssf.org/shootingformore or contact Bettyjane Swann, NSSF director of member services, at 203-426-1320 or bswann@nssf.org.

WWW.NSSF.ORG 24 • SHOT BUSINESS • MONTH 2010

1210_NSSFDelivers_Spragues.indd 24

11/10/10 3:22:21 PM

from the nssf

by mark thomas, nssf managing director

u p d at e

Yo u S H o u l d K n o w

Demystifying the New Social Media

Make Facebook, Twitter and YouTube work for you

O

ver the past 25 years, my life has been dominated by developing and executing marketing plans for national brands or independent and company-owned retail franchisees in various industries. There really haven’t been any significant marketing tools or revelations over the past 30 years. As a retailer, you probably evaluate and utilize print advertising, direct mail, television spots and point-of-purchase displays as your primary tools for merchandising your business. These are still important, but new media is low-cost and can be very effective.

Twitter, Facebook and YouTube have been around for several years, so “new media” is really a misnomer. These tools should be called “emerging media,” because if they are not staples in your marketing efforts, they should be.

For most, a business’ website is, in effect, the face it shows the public and has taken the place of a printed brochure. The website is immediate, easily changed and extremely cost-effective. Due to greater technology and security software, consumers are more comfortable buying online and especially sharing their information. So let’s address some basic questions.

What Is It? Facebook: This is a free social network with more than 500 million users that allows people to connect and share information on a multi-media platform.

Twitter: This free social networking and blogging website uses short messages called “tweets.” There are more than 190 million users every month, and Twitter is the most immediate emerging media tool.

You might be surprised that the average age of a user is over 35 years old, so don’t be fooled into thinking this is just for kids.

YouTube: This is a free video-sharing website on which users can share and view videos. Unregistered users can watch the videos, while registered users are permitted to upload an unlimited number of videos. It is the second most utilized

search engine in the world. Visitors watch two billion videos a day!

There are many others, but when getting started, focus your efforts on these big three. The real question is, “How can these sites benefit me in making money?”

How Do I Use It? It is very important to remember that these emerging media tools are very specific in their use and different from traditional media. Traditional media is one-way communication, while emerging media should always be two-way and sometimes threeway communication. The power of these tools is to develop a relationship between your customers and your business so they

trust you to give them the best products at the best price. For example, smart retailers use Facebook postings to tell about events and specials to drive consumers to their websites. They will send out “tweets” on Twitter to engage prospects and ask about their favorite firearms or even favorite places to shoot or hunt. The information gleaned by all who follow can result in more interest and increased traffic on your website or “brick-and-mortar” location. To maximize this, you can post a YouTube video available from many manufacturers to give customers knowledge and comfort.

The information can then be collected to send personal e-mails to customers about products or services you carry for their particular interests, and to gain feedback.

Using these tools effectively will extend and enhance your customer’s lifetime value.

They also, by their very nature, attract younger customers.

tips

engage, don’t sell: These tools are different in that the customer must invite you in, so it is a two-way communication.

Hard-selling techniques rarely work with these tools. The intent is to pique interest and develop a long-term customer. analyze and maximize each channel: Tweets can be no more than 140 characters, so they are used to engage and direct prospects to other places. Facebook is interactive and can be used in several ways. YouTube is primarily video messages. be consistent and constant: As with any marketing strategy, use these tools constantly, and be sure that your message is consistent. december 2010 ❚ SHot BuSineSS ❚ 25

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at f Q & a

Missing: Make and Model What do you do if a firearm has only a serial number present? a customer brought in a firearm to my gunsmithing shop with only the serial number present on the firearm. I know the make and model of this firearm. Should I enter what I know in my repair bound book, or should I put “Unknown”?

a nonimmigrant alien has provided the store with a government-issued photo ID and documentation establishing residency for 90 days. Is there any other documentation that he needs to provide before I can sell him a firearm?

Even if the identifying information is not legible, if the licensee knows the manufacturer and model of the firearm, he or she is expected to record such information in the A&D record.

A nonimmigrant alien is not prohibited from purchasing, receiving or possessing a firearm if the alien: (1) is in possession of a hunting license or permit lawfully issued in the

q

A

q A

q

A

as a federal firearms Licensee, what is my responsibility to respond to a request to trace a firearm?

A licensee must provide the requested information immediately, and in no event later than 24 hours after receipt of a request by the ATF. Failure to respond to the request for

trace information can result in monetary fines and/or imprisonment, or revocation of the licensee’s Federal Firearms License. [18 U.S.C. 923(g) (7), 27 CFR 478.25a]

Documenting all firearm identification information enhances the traceability of the firearm. It is important that the identifying information of firearms is accurately and fully recorded in the acquisition and disposition records retained by FFLs for tracing purposes.

However, the ATF understands that licensees can only be expected to record identifying information marked on a firearm. If the licensee cannot determine the manufacturer or other information due to defaced or missing markings, he or she can enter “Unknown” as applicable.

If firearms markings have been defaced, we encourage licensees to notify their local ATF office. In fact, if the serial number is defaced, it is a crime to receive it or possess the gun; you must notify the ATF immediately. [18 USC 922(k)]

United States; (2) has received a waiver from the prohibition from the Attorney General of the United States; or (3) falls within another limited exception (see 18 U.S.C. 922(y)(2) for additional exceptions).

Persons subject to one of these exceptions should answer “yes” to questions 11.l and 12 and provide a copy of the hunting license or letter granting the waiver, which must be recorded in 20.d. If the transferee answered “yes” to this question, the licensee must complete 20.d. [Reference Instructions, ATF F 4473 & ATF P 5300.18] I would like some clarification concerning employee eligibility/background checks. there seems to be a lot of gray area in the regulations— specifically, Section 478.32,

q

concerning whom we can hire. We always do background checks (always post-offer, in accordance with the law) and always operate with a great deal of caution, but we don’t want to be overly exclusive of people with “pasts.”

Clarification of specific rulings, examples and such from the atf would be helpful.

There are no federal laws or regulations that require an FFL to run background checks on employees, and you are prohibited from using NICS to conduct a background check on an employee unless you are disposing of a firearm to the employee. However, if you learn, as a result of running a background check or otherwise, that one of your employees is prohibited from possessing or receiving firearms, you must not allow this prohibited person to receive or possess firearms. Doing so would be a felony.

If you are unable to determine whether a criminal conviction or other event has made a person prohibited from possessing or receiving firearms, we recommend that you contact your local ATF Area Office for further guidance. You can find contact information for your local ATF Area Office at atf.gov under the heading “Field Divisions.”

NSSF Note: The Fair Credit Reporting Act (FCRA) and, possibly, state consumer privacy laws, can become relevant if an employer takes an adverse employment action, such as firing or refusing to hire or promote based on a background check (e.g., hiring a firm to conduct a background check or running a credit history report). Under the FCRA, the employer must provide certain pre- and post-notice and information to the job applicant or employee. As noted above, you can only run a NICS background check when transferring a firearm, not for the sole purpose of screening current or prospective employees. However, a lawfully conducted NICS check, which could potentially result in your learning that an employee is a prohibited person, does not trigger the FCRA or other privacy laws. Before putting in place employee-screening procedures, consult with your attorney.

A

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11/10/10 3:29:06 PM

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FYI

bY scott bestul

Cyber Training

Product knowledge is often the key to a sale.

Here’s a fast, efficient method for keeping your employees up to date.

M

ost successful shop owners already know that there’s no such thing as a dumb question (for customers, at least).

But savvy retailers also recognize this: The brainless query is fast becoming extinct. Many of today’s shoppers won’t enter a store before researching a product category, and the questions they ask are rarely pop flies.

Keeping employees well-versed in new products and expanding lines can be timeconsuming and problematic for even the sharpest store owner/manager. But Joel VanderHoek says online training is one method that helps streamline the process.

VanderHoek, co-owner of Dave’s Sports Shop in Linden, Washington, says “Many manufacturers offer online programs that keep us up to speed on their newest products and their features. We’ve made it an important part of our employee training. It’s not mandatory yet, but it’s certainly a priority, and something we expect will only grow in importance.”

On Their Own Time According to VanderHoek, one of the main advantages of online training is efficiency. “We don’t have to schedule a special training day, ask employees to stay late or come in early, or pay a rep to come in here and host a session,” he says.

“Employees can do it on their own time and when it’s convenient for them. We’re not a huge shop, but we are a full-line store that offers shooting, hunting, fishing and camping equipment. With up to 18 employees, keeping everyone plugged in—even if they specialize in a certain area—can be difficult, and online courses have certainly helped us.”

VanderHoek utilizes the resources at 3point5.com, an online venue that repre-

score on the quiz,” VanderHoek says.

“Employees can earn up to 50 percent off on Leupold products, which they can redeem right at our store. Other companies offer similar programs and incentives.”

VanderHoek feels the cyber sessions result in a better-trained, more-knowledgeable employee with an in-depth understanding of each product line: “Because the sessions are hosted by the manufacturers, they take a more intensive look at the features of each product and how it fits in the market.

They also offer a more historic perspective of the manufacturer, which illustrates product development and recent updates.

That’s something that our knowledgeable customers really appreciate from our employees—the customer has often researched handguns, for example, but he doesn’t know what differentiates one company from the next.”

Do your staffers know the features of the Leupold VX-3l 4.5–14X50mm riflescope? They’d better.

User-Friendly

sents 15 product manufacturers. His employees can go to the site, click on the icon for a specific manufacturer and participate in an in-depth online session at their own pace. “We’ve really been impressed by the format of the training modules,” VanderHoek notes. “They’ve kind of made a game of it; you go through the information, take a quiz on what you’ve learned, and then the program compares your scores to those of other employees at stores across the country.”

There are incentives for acing the test, too (beyond simply making your boss happy and getting a warm, fuzzy feeling from all the stuff you now know).

“Leupold, for example, offers discounts on their products according to how well you

Though online education is certainly a departure from traditional training methods, VanderHoek is convinced the genre will continue to grow. “Our younger employees are totally comfortable with it, as they’ve grown up with computers,” he says. “But even our more senior employees are enjoying it. The companies have done a great job of keeping it user-friendly and enjoyable to participate. And everyone appreciates being able to log in on their own time—even at home. And, of course, the incentives don’t hurt a bit.

We’ve been so pleased with this method that we’ve considered creating our own online, store-specific training program.

This is a growing genre, and I expect to see more of it as people recognize the many advantages.”

Other Online Training Venues

The National Shooting Sports Foundation (NSSF), one of the top supporters for shooting-sports retailers, is also getting more involved in online help for gun shop owners. The NSSF recently launched a webinar series as well as an online video-education series for firearms retailers.

For both projects, the NSSF enlisted the help of industry marketing specialist (and SHOT Business contributing editor) Bill Kendy. To participate, visit nssf.org, click on the icon marked “Industry,” then navigate to the “For Retailers” section to view and/or download these webinars and videos.

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Mother Nature is full of surprises. Be prepared for all of them with the Zippo Outdoor Line.

From a hand warmer to an emergency ďŹ re starter kit, this rugged, durable line is designed to keep outdoorsmen warm in any conditions that the great outdoors throws their way.

Enter to win the Zippo Outdoor Adventure Getaway to Jackson Hole, WY, at Shot Show Booth #14810.

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11/16/10 2:17 PM

firing line

b y s l at o n l . w h i t e

No Flash in the Pan

CVA’s Accura V2 is designed for the modern muzzleloading hunter

T

here are blackpowder hunters out there who no doubt see themselves as latter-day Mountain Men. They not only relish the buckskin image of America’s past, but also enjoy the challenge of hunting big game with a flintlock or caplock instrument that features cutting-edge 18th- or 19th-century technology. As part of the bargain, these hunters accept the fact that sometimes the rifle doesn’t fire when they pull the trigger.

CVA’s Accura V2 is a .50-caliber break-action muzzleloader that makes use of an innovative, easy-to-remove breech plug that greatly simplifies cleaning.

lizes a 27-inch 416 stainless-steel fluted barrel manufactured in Bergara, Spain, for enhanced accuracy and resistance to corrosion—both inside and outside the barrel. The Accura’s other major distinction is a patent-pending, easy-to-remove breech plug. CVA says its Quick Release Breech Plug (QRBC) can be removed

(800-320-8767; cva.com)

Closing the Sale

extra hunting time is the factor driving the muzzleloader market these days, and blackpowder hunters want ease of use in the field. and they don’t want to spend a lot of time cleaning their guns, so make sure to have samples of CVa’s foaming barrel cleaner, Barrel Blaster, available for sale. Spray the foam inside the barrel, wait an hour and swab out. that’s all there is to it. SrP: $11.95.

From the author

Not me. I view a flash in the pan as a pain in the you-know-what.

Like the majority of muzzleloaders these days, I prefer the modern inline, which, other than a requirement to load from the muzzle, bears little relation to its forebears. No matter. The inline hunter is looking to spend more time hunting and less time fussing with recalcitrant gear, and blackpowder rifle manufacturers have certainly figured out which way the wind is blowing.

The hard fact here is that the market peaked several years ago. What’s driving sales these days are innovations that compel the blackpowder hunter to upgrade his equipment.

CVA’s new Accura V2 is a step in this direction. A .50-caliber break-action, it uti-

using only the index finger and thumb, even after the gun has been shot as many as 20 times.

It’s a simple and yet utterly intriguing design. The end of the plug has a sharp lip that fits against a notched shoulder in the bore. To ensure a tight seal, the plug is over-tightened at the factory with a power wrench. The process drives the lip into the shoulder, and the edge-to-edge contact creates a custom-fit seal that completely isolates the plug from barrel fouling. (You will do a customer a big favor by noting that if he does switch out barrels, he’ll need a new plug.) This design completely eliminates the need for a breech-plug wrench. Three cheers.

The Accura V2 is available in either a standard or thumbhole stock, in black or Realtree APG. Other features include an ambidextrous cheekpiece, rubber grip panels and a soft recoil pad. The rifle comes with DuraSight fiber-optic sights, but is drilled and tapped for scope mounts because CVA realizes most hunters who will buy the rifle will install a scope.

I used the rifle on an axis deer hunt in Hawaii and found that it performed as advertised. Most important, the rifle was accurate, hitting the deer just behind the right shoulder at 150 yards.

Many rifles now come from the factory with a sling, but most are so poorly engineered that I simply strip them off and throw them away. CVA, however, provides each Accura with a Quake Claw contour sling. I’ve used this sling before, and it’s a great item for hunters when they spot and stalk, as we did on this hunt. On long stalks in high grass, the rifle stayed planted on my shoulder, leaving my hands free to handle my binocular. SRP: $523.95.

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“Lightweight, tough, reliable and dead-on accurate. The Coyote Carbine is the only AR I will hunt with ... PERIOD.”

—Fred Eichler

Host of Predator Nation Outfitter and Outdoor Writer

Now Available

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undercover shopper

Big Game, Big Rifle A hunt in Idaho for an elk rifle, no guide required

Store A Located off one of the busiest thoroughfares in Coeur D’Alene, this business establishment sells not only new and used firearms, beautifully displayed, but also vintage and new guitars, mandolins, banjos, silver jewelry, Western art and archery equipment. And, over in the corner, a female saddlemaker crafts leather holsters and rifle slings. With a Wild West

theme and homey feel, the atmosphere reflects the courtesy of its sales associates, and, heck, you’ll even get to meet and greet the owner if you want. A fireplace with comfortable chairs surrounded by mounts on the walls, including a sheep taken on a bowhunt by William Shatner of Star Trek fame (“Set phasers on stun”), definitely makes this store a one-stop-shopping experience. Not only that, but the atmosphere is such that you

want to come back—again and again.

The icing on this little cupcake had to be the superior attention paid to my request for an elk gun. The sales associate politely inquired about my background in hunting and started by recommending a mid-range gun. When it became apparent that he and I could talk the same language, he really loosened up and we chatted about Finnish rifles and scopes, and how to sell guns to women. He showed me a wide range of guns, from a traditional Husqvarna .30-06 to a Tikka .300 Win. Mag. He even showed me a Remington 700 in .300 Federal. Also, this establishment offers a 100 percent guarantee on all guns that it sells.

Store B This store (part of a chain of sportinggoods stores) sat just down the road from Store A. Its interior suffered from poor lighting, and the smell of cutting oil permeated the air. That smell managed to soak into my fleece jacket in the 15 minutes it took me to find out that they really didn’t want to sell me a gun.

The sales associate looked at me and said that his wife weighed 110 pounds and liked a .308.

I told him I shot a 12-gauge shotgun with turkey loads and that recoil didn’t scare me. He still insisted on tailoring my needs to what his itsybitsy wife would shoot—and his daughter, too. She’s probably the same size as his wife, but I didn’t find out.

I did find out that rifles are “like Fords and Chevys.” Lots of different kinds out there, and “Rugers don’t have that good of a trigger.” He then asked another guy for his opinion on what I should buy. The fellow never even looked at me and continued to take apart a gun. Finally he said I’d need a Tikka in .270 caliber.

pixel pushers

M

y story? I am a whitetail deer hunter looking for an upgrade—in rifle and game. My .257 Roberts Ruger Mark II with a Leupold scope works fine for whitetail, but in order to hunt elk, I’m going to need more knockdown power. And I’m partial to synthetic stocks, because I don’t like to subject wood stocks to the wet weather that seems to follow me wherever I hunt. So, I went shopping in an area rife with elk hunting and gun stores—Coeur D’Alene, Idaho. It is necessary to reveal my gender and size for this shopping experience, because it plays into the reactions from the male sales associates. I am a woman of medium height and build.

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Then I got that look. You know that look. The one that says we’re done here.

And we certainly were.

Store C The next store, a little farther down the main drag, required figuring out—I had to drive my rental car through two or three other parking lots to get to it.

Immediately, two sales associates waited on me. They asked if I had an aversion to heavy recoil. I told them I didn’t mind recoil, but that I didn’t want to tote around a heavy gun. From that they deduced I needed a .308. Then they had a little dispute over the length of the barrel of one of the rifles. Was it 23 or 24

inches long? Out came the tape measure, because more important than the customer now was which sales guy had the correct measurement.

The younger guy lost the barrel-size bet and slunk off. The older guy then gave me his opinion of guns that he wouldn’t buy, and two of those included some mighty fine names in the business. Who was he working for? No mention of scopes or slings—then, the look.

Store D Located in the downtown area, next-door to a bar, this store belonged to a momand-pop set, and the wife had just cleaned all the glass countertops. She said I’d have

to talk to her husband about the guns. She was just the hired help. (Note to gun store owners: For pity’s sake, if you have a woman in the business, teach her how to use and sell guns.)

After figuring out what I could handle, the owner said they could order any firearm I wanted, at $50 over cost. He also pulled one of two guns off the rack for me to shoulder and offered me the .308 at a closeout deal. Then, he showed me a gun with a wood stock, offered another good deal, talked about scopes, and finally called to his business partner, who tried to sell me a .30-06, but backed off.

But they did say they’d mount the scope on my gun for free if I purchased a gun from them.

How’d they Do? Customer Service

Product Knowledge

Product Availability

This guy knew how to sell to a woman, and he knew how to sell to a hunter.

This sales associate hunts everything from prairie dogs to elk, and he’s interesting to boot.

Offered a wide range of new and used rifles and accessories.

A star for waiting on me right away.

Fords and Chevys. At times I just wanted to jump over the counter and show him how to sell a gun to a woman hunter— it seemed mind-boggling to this guy.

It looked like this rifle department had a wide range of rifles.

One star for an amusing show with the tape measure.

This dynamic duo gets half a star each for being concerned about recoil and for properly measuring a gun barrel.

Although the store had a good selection of rifles, the associates couldn’t always find the ones they wanted to show me. And then they’d discover others that they didn’t realize were still in the rack.

Not sure if the guys were hunters, but they knew about guns and get an extra star for mentioning scopes.

Offered a limited selection of rifles.

Store

A

Store

B

Store

C

The sales rep exhibited good listening skills and helped as much as he could, with limited stock availability.

Store

D

SCoriNg SyStEm: Outstanding:

Very Good:

Winner: Store

Average:

A

Many stars ahead of the others, this store offers the whole package. Not only does the customer get premiere treatment; she also feels like she’s part of the great tradition of hunting.

Northwest Pony Express 402 W. Canfield Ave., #1 Coeur D’Alene, Idaho 83815 208-762-0740 nwpony express.com

Fair:

Poor:

december 2010 ❚ SHot BuSineSS ❚ 33

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varmint round-up | rifles

when the

photo credit

HUnter

34 ❚ Shot BuSineSS ❚ December 2010

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becomes the

HUnted photo credit

Predator hunting is one of the fastest-growing pursuits in the outdoors, no doubt due, in part, to liberal seasons and the novelty of the hunter becoming the prey By Doug Howlett

December 2010 â?š Shot BuSineSS â?š 35

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11/10/10 4:49:14 PM

varmint round-up | rifles

The three gobblers strutted atop an open ridge nearly 200 yards across the grassy plain. Their tail feathers were fanned out, silhouetted against the sky and tipped with the glow of sunlight rising from behind the hill. More birds moved between us, a single tom’s occasional gobbles betraying his approach.

But still the gobbler remained out of sight, hidden by a deep swale that dipped low between my position and the other three birds.

I was acting as guide to a hunter who had never killed a turkey before, and I was determined to help him get his first bird. We were set up in grass that came up to our shoulders when we sat, our backs against two small trees—the only two trees in the open expanse.

I was confident the closer bird was coming, but it suddenly went silent. I hit my call, then hit my call again. Only the distant turkeys responded. I was startled at the sudden boom of my hunter’s shotgun just 10 yards in front of me. I couldn’t see in front of him because of the grass, but I assumed the tom had snuck in quietly and the man had just shot his first turkey.

“Did you get it?” I asked, a little puzzled that he was still just sitting there looking back at me as if he was a bit confused.

I asked again and stood up. Then I could see it.

Not seven yards in front of him, a large coyote was sprawled out dead.

“He came rushing at us through the grass,” was all my companion could say.

The sudden encounter had left him shaken. The coyote, mistaking my calls for the real thing, had come sneaking up through the grass to pounce on what he thought might be an easy meal.

Since that close encounter nearly eight years ago, I have heard similar stories from other hunters. The coyote’s range continues to press and grow in every Eastern state as well as the Western states from which it hails, and concern over the impact these efficient hunters will have on local turkey, deer and other smallgame populations, as well as potential human and pet conflicts, grows with it.

This—along with the increasing bobcat, fox, mountain lion and bear populations in many areas—has led to a surge of interest in the new hunting opportunities they have created. Hunters are intrigued by the year-round open seasons in most places where coyotes roam, and excited about working an animal that is actually hunting them in the process.

And the outdoors industry has responded with everything from niche magazines, television shows and DVDs

to calls, decoys, ammunition and rifles.

Predator hunters are now a sought-after audience by manufacturers and retailers, moving beyond the fringes of the hunting world and into the center of it.

“Missouri has always had coyotes and bobcats to the south, but they’ve been moving north, and it seems we’re starting to get an invasion of the animals.

We’re seeing a lot more business as a result,” says Shannon Piesert, retail store manager at Rogers Sporting Goods in Liberty, Missouri. In fact, there has been such a growth of interest in predator hunting and predator-hunting products that the store is planning predator-hunting seminars to help capitalize on the trend.

“I never thought we would do that in the past because it always seemed like such a niche thing, but it has moved well beyond that,” Piesert says. Her in-laws’ gun shop next door has particularly enjoyed a surge in business, and gun shop owners around the country would be wise to catch the wave and cater to this growing audience.

Fortunately, firearms manufacturers are making it easy, with specialized offerings for predator hunters. Here are some of the top choices available that deliver the features necessary for success by both novice and serious predator chasers.

photo credit opener and this page: aram von benedikt

For your customers, part of the appeal of predator hunting is a long season with little or no limits.

For a retailer, it’s a chance to sell firearms and gear late in the year.

36 ❚ Shot BuSineSS ❚ December 2010

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NEW

SD9 & SD40 TM

TM

FRONT TRITIUM NIGHT SIGHT Easy Target Acquisition

SELF DEFENSE PISTOLS

Specifically designed for home defense, both the 9mm and .40 S&W caliber SD pistols include a number of features for improved control and precision. A front tritium night sight improves targeting. The SDT™ Self Defense Trigger provides consistent pull from first to last round. An ergonomic, textured grip firmly places confidence in the palm of your hand.

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SDTTM -SELF DEFENSE TRIGGER

Optimal, Consistent Pull From First Round to Last

11/10/10 11:05 AM

VARMINT VARMINT ROUND-UP ROUND-UP | |RIFLES RIFLES

Winchester Model 70 Coyote Light Shedding some of the bulk of more traditional varmint and predator rifles, the Model 70 Coyote Light achieves its status through such features as a skeletonized aluminum bedding block, a carbon fiber and fiberglass composite Bell and Carlson stock and flow-through vents on the forend. Rounding out the gun’s main points are a matte-blued receiver and a medium-heavy fluted stainless barrel. A Pachmar Decelerator pad minimizes recoil.

The Coyote Light is available in six chamberings: .22-250 Rem., .243 Win., .308 Win., .300 WSM, .270 WSM and .325 WSM. ($1,069–$1,119; winchester.com)

Built on Browning’s popular A-Bolt line, the TCT Varmint comes in three popular predator calibers: .223 Rem., .22-250 Rem. and .308 Win. The rifle features a steel receiver with a matte blue finish and is glass-bedded to dampen barrel pressure for better accuracy. In addition, the heavy varmint contoured and fluted 22-inch-long barrel is free-floated. The .223 has a 1-in-8 twist rate; the .308, 1-in-10. The bolt-action offers a 60-degree lift, a non-rotating bolt sleeve, an adjustable trigger and a hinged floorplate, and includes a detachable box magazine. The Bell and Carlson handlaid fiberglass stock is styled for prone shooting, and the wide forearm helps enhance shot stability.

Dura Touch Armor Coating rounds out the rugged finish. This is one serious varmint gun, built for frequent shooting in the field. ($1,299; browning.com)

Remington Model R-15 VTR Predator Carbine CS Remington was the first major sporting-gun manufacturer to truly embrace the growing popularity of predator hunting and tactical rifles, and its commitment shows in the R-15 Predator Carbine CS. Available in two popular predator calibers—.204 Ruger and .223 Rem.—the Predator Carbine features a 22-inch, free-floating, button-rifled .680-inch muzzle OD ChroMoly barrel with a recessed hunting crown, a collapsible stock and pistol grip, a singlestage hunting trigger, a receiverlength Picatinny rail for optics and a tube-drilled forend tapped for accessory rails. Dressed up in Full Advantage MAX-1 HD camo, the telescoping stock has a fully adjustable length of pull for a custom fit to any shooter. This semi-auto rifle comes with a five-round magazine, but is completely compatible with aftermarket MSR magazines. A lockable hard case comes with each firearm. ($1,275.86; remington.com)

PHOTO CREDIT

Browning A-Bolt TCT Varmint

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varmint round-up | rifles

Weatherby Vanguard Predator

thompson/center introduced the venture predator in 2010 in order to bring an exclusive predator offering to its popular line-up of venture rifles. the venture predator comes with a right-out-of-the-box guaranteed minute-of-angle accuracy of three shots in a 1-inch-or-less group at 100 yards. Features of the boltaction rifle include a 22-inch precision barrel with 5r rifling and a target-grade crown. the 5r rifling is designed to create less copper fouling, minimize cleaning time and provide consistent accuracy in highvolume shooting situations. trigger pull can be adjusted from 3.5 to 5 pounds, and the nitrate-coated fat bolt with a 60-degree lift and rollerburnished receiver provides smooth action and plenty of clearance between the bolt and scope. the composite stock is coated in realtree max-1 camouflage and includes inlaid traction-grip panels for a solid grip in wet conditions or when the shooter is wearing thick gloves. Weaver-style scope bases come installed on the rifle, which is chambered in .204, .22-250, .223 and .308. a single-stack 3+1 detachable nylon box magazine is standard. ($549–$599; tcarms.com)

Ruger M77 hawkeye Predator hunters looking for an attractive firearm built specifically for tackling predators will find it in the m77 hawkeye predator. the 8-pound rifle boasts a laminated wood green mountain stock topped with a 24-inch stainlesssteel barrel with a hawkeye matte stainless finish. the .22-250caliber rifle has a length of pull of 13 ¹⁄3 inches and is 44 inches in length overall. it also has a capacity of four rounds. additional features include a two-stage adjustable trigger, non-rotating mauser-style controlled-feed extractor, a hinged steel floorplate and a three-position safety, which allows the user to load or unload the rifle with the safety engaged. ($963; ruger.com)

photo credit

t/C Venture Predator

Weatherby debuted the predator model to the vanguard line two years ago, and the rifle is finding increased favor with the growing legions of predator hunters drawn to the venerable Weatherby brand. the vanguard predator goes a different camo route from most manufacturers’ models, employing natural gear’s natural pattern camouflage. the muted browns of this pattern work well in nearly any terrain. the gun tips the scales right at 8 pounds, and includes a 22-inch no. 3 contour barrel. the bolt-action also includes a fully adjustable factory-tuned trigger as well as its famous action (based on the mark v), which is a one-piece machined receiver with a fully enclosed bolt sleeve and three rings of steel surrounding the case head for added strength. it is available in three popular calibers—.223, .22-250 and .308— and comes with Weatherby’s vanguard guarantee of being able to shoot a 1 ½-inch threeshot group at 100 yards when you use premium or any Weatherby ammunition. ($789; weatherby.com)

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varmint varmint round-up round-up | |rifles rifles

Savage 10 Predator hunter Brush

DPMS Prairie Panther Brush

savage was the first mainstream gunmaker to develop a rifle truly dedicated to the predatorhunting market. that rifle was originally designed with the help of legendary burnham bros. game calls owner gary robertson. savage now offers its savage 10 predator brush complete with a carbon-steel 22-inch brush-colored barrel, a synthetic camo stock, the renowned accutrigger and a detachable box magazine that holds four rounds. the receiver is drilled and tapped for scope mounts, and the rifle comes in such popular short-action calibers as .223, .204, .22-250 and .243. at only 7 ½ pounds, this is a light gun. ($829; savagearms.com)

the tactical-rifle enthusiast looking for a predator gun with a true modern-arms genesis will most likely find the dpms prairie panther brush catching his eye. introduced earlier this year, the prairie panther boasts a 20-inch fluted and tefloncoated black heavy barrel made of 416 stainless steel, an a3 Flattop upper receiver forged from 7075-t6 aircraft-grade aluminum alloy and then hard-coat-anodized to military specs. the lower receiver is made of the same materials and contains a two-stage semi-auto trigger group, an aluminum mag-release button and a magpul Winter trigger guard. the stock is made of skeletonized a2 black Zytel and dipped in mossy oak brush camouflage. the gas-operated rotating bolt rifle is chambered in .223 rem., and comes with two 20-round magazines, a nylon web sling and a cleaning kit. ($1,249; dpmsinc.com)

Marlin Model 982VS-CF perhaps best known for leveractions, marlin has been producing some quality bolt-actions for some time now. For hunters looking for a stout rimfire option for smaller predators and varmints, marlin’s model 982vs-cF will be right up their alley. the heavybarreled .22 Win. mag. features a fiberglass-filled synthetic stock with a carbon-fiber pattern, and includes both four-shot and seven-shot clip magazines. the 22-inch barrel includes microgrooved rifling (there are 20) and a recessed muzzle. the bolt-action receiver has a thumb safety and red cocking indicator. the 41-inch gun weighs 7 pounds. ($326.41; marlin firearms.com) 42 ❚ Shot BuSineSS ❚ December 2010

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Ruger SR9c Pistol ®

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ALABAMA Bangers L.P. (Birmingham), 800-226-4377

GEORGIA AcuSport Corporation (Duluth), 800-543-3150

MASSACHUSETTS Camfour, Inc. (Westfield), 800-347-3276

NORTH CAROLINA Henry’s Tackle LLC (Morehead City), 800-545-5654

ALASKA V.F. Grace, Inc. (Anchorage), 907-272-6431

ILLINOIS Williams Shooters Supply, Inc. (Quincy), 217-222-4195

M I N N E S O TA CSI Sports LLC (Sauk Rapids), 800-328-7087

OHIO AcuSport Corporation (Bellefontaine), 800-543-3150

ARIZONA Davidson’s (Prescott), 800-367-4867

Zanders Sporting Goods (Baldwin), 800-851-4373

AcuSport Corporation (Waite Park), 800-543-3150

Ellett Brothers LLC (Lakeview), 800-845-3711

KANSAS Simmons Gun Specialties, Inc. (Spring Hill), 800-444-0220

Bill Hick’s & Co., Ltd. (Plymouth), 800-223-0702

Outdoor Sports Hdqtrs., Inc. (Dayton), 800-444-6744

TEXAS L.M. Burney Distributors LLC (Waco), 800-737-3006

M O N TA N A AcuSport Corporation (Billings), 800-543-3150

W. L. Baumler (Lorain), 800-321-2501

Hill Country Wholesale, Inc (Pflugerville), 800-777-2666

P E N N S Y LV A N I A AcuSport Corporation (Morgantown), 800-543-3150

AcuSport Corporation (Arlington), 800-543-3150

CALIFORNIA AcuSport Corporation (Roseville), 800-543-3150 CONNECTICUT Jerry’s Sport Center, NE (Newington), 800-456-5595

LOUISIANA Lipsey’s LLC (Baton Rouge), 800-666-1333 Sports South, Inc. (Shreveport), 800-388-3845

MT Sports LLC (Billings), 800-243-1610

Ellett Brothers LLC (Downingtown), 800-845-3711 Jerry’s Sport Center (Forest City), 800-234-2612 SOUTH CAROLINA Ellett Brothers LLC (Chapin), 800-845-3711

Bonitz Brothers, Inc. (Harrisburg), 800-825-7060

FOR MORE INFORMATION, CALL YOUR RUGER DISTRIBUTOR TODAY.

©2010 Sturm, Ruger & Co., Inc.

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| ACCESSORIES VARMINT ROUND-UP VARMINT RIFLES ROUND-UP

E X P A N D I N G

From top: Aimpoint 9000L scope; Gerbing camo gloves; Federal Premium V-Shok ammo; Hunter’s Specialties camo makeup.

SEASONS, E X P A N D I N G

SALES Stocking shelves with accessories for predator hunters is a great way for retailers to increase sales

By J. Guthrie

P

redator hunting has soared in popularity as hunters look to spend more time afield before or after big-game seasons. Nearly every state in the Union has coyotes, and since most state agencies classify what Native Americans call “Little Brother” as a varmint, hunters enjoy liberal seasons and methods of take—if there are any regulations at all. Traditional furbearer species such as foxes and bobcats can be hunted with calls and rifles, but are generally more regulated. The good news for retailers is that coyotes, foxes and bobcats require specific hunting gear, and unlike some hunting pursuits—waterfowling, for example, which can be prohibitively expensive for entry-level hunters—a first-time predator hunter can try his hand at coyotes with a $10 call and his deer rifle. At the opposite end of the spectrum, you’ll see the die-hard who has to have predator-specific rifles, ammo, optics, camo, calls and shooting aids. Both the novice and expert are prime targets for you.

Ammo An educated sales force can turn almost any deer hunter into a predator hunter, and ammo is a key to persuading the average guy to give it a whirl. Many traditional whitetail calibers can be converted into scorching coyote guns simply by swapping ammunition. The .243 is perhaps the best example. Bullet weights for deer run in the 80- to 100grain range. Dropping down to a 55-grain bullet ups the muzzle velocity to 3,800 feet per second, and turns a favorite deer rifle into a varmint laser.

It makes sense, if you are going to stock varmint rifles and compete for varmint hunters’ business, to have varmintappropriate ammunition on hand.

“Our varmint-gun business continues to be a growth segment, and with varmint rifle sales comes strong ammo sales,” says Brett Milewski, who manages Kesselring Gun Shop in Burlington, Washington.

Some calibers, like the .204 Ruger or .220 Swift, are dyed-in-the-wool varmint cartridges, and varmint-appropriate bullets are loaded almost exclusively. Other varmint cartridges, like the ever-popular .223, come in a dizzying array of bullet DECEMBER 2010 ❚ SHOT BUSINESS ❚ 45

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VARMINT ROUND-UP | ACCESSORIES

choices that are not always clearly marked. It is up to your salesclerks to point the novice hunter toward light and fast 40- and 45-grain jacketed hollowpoint bullets and away from the heavy, slow, 62- and 69-grain match bullets.

And don’t forget shotguns, since they’re a great tool for in-your-face encounters.

Most predator-hunting pairs will have a centerfire rifle and shotgun. Hevi Shot makes a load called Dead Coyote—no ambiguity there—but other heavier-thanlead shotshells with larger shot sizes—No. 2, 4 and 6—will do wonders on close-in predators even if there happens to be a turkey on the box.

Everything from white-box hollowpoint practice ammo to $40-a-box super-premium ammo is available for varmints.

Previous ammo sales to deer hunters should be your stocking guide.

they have firmly established a predatorhunting following.

Optics

Calls One of the cooler aspects of coyote, fox and bobcat hunting is that the critters can be called into gun range. Turkey hunters love the rush of a big gobbler responding to a call. The same goes for elk and duck hunters. Coyotes or foxes crashing into a set-up are a real adrenaline pumper, and bobcats can play a literal game of cat and mouse lasting up to an hour.

Taking the fear out of calling is critical to getting first-time buyers involved in the sport. Mastering manual predator calls is no more difficult than learning to play a tune on any duck or turkey call, and there are plenty of instructional DVDs to get newbies started. Electronic calls are as simple as pressing the right button at the right time. Getting a handle on all the different calls is another matter entirely, though, because there are hundreds of calls, both manual and electric, available.

The good news is that many familiar brands, brands already on your shelves, make complete lines of predator calls.

Primos has both manual and electronic calls, and sells blister packs with instructional DVDs. Johnny Stewart Wildlife Calls, Knight & Hale, Cass Creek, Burnham Brothers and FoxPro are just a few of the companies making high-quality electronic calls. While prices vary wildly, from $7 to $700, margins are generally excellent on call products. Retailers can take a soft plunge by stocking a variety of inexpensive manual and electric calls and then step up to the high-end FoxPros once

From top: Nikon Coyote riflescope; EOTech EXPS sight; Gameface headnet; Winchester Super X .220 Swift ammo.

Odds and Ends Predator hunters, just like their deer- and duck-hunting brethren, can absolutely

PHOTO CREDIT

Although a lot of varmint hunters will simply use the same binocular and rangefinder they use for other big-game pursuits, there are a ton of predatorhunting-specific optics. Variable scopes dominate the category and have features like ballistic-drop-compensating reticles and target turrets for extreme long-range shooting. The whole point is to get hunters on their target faster and make precision adjustments possible. Again, a salesperson’s expertise is critical to explaining why a hunter should spend the extra $50 or $100 for these features.

Nikon, one of the companies really cashing in on the predator-hunting craze, hit the nail on the head with its Coyote Special line. There are a couple of power ranges—a 3–9x40mm and a 4.5–14x40mm—paired with Nikon’s everpopular open-circle BDC predator-hunting reticle and two camo patterns that are predator-hunting favorites. The price is very reasonable, and fashion-conscious hunters no longer have to fret over their scope matching their rifle’s camo pattern.

Two Nikon accessories specially made for the Coyote Special line are flash kills and camo rings. These should be within reach when you talk about the scopes.

More and more hunters are taking advantage of zero-magnification reflex optics like Aimpoint and EOTech for fastpaced run-and-gun hunting. Originally designed for urban combat by the military, the sights are perfect for running shots at moderate ranges. There’s just one catch. Since they are mil-spec tough, they can be prohibitively expensive. That puts them in the die-hards’ camp, and the tactic to take here is to have samples at the counter for inspection. Once in the hand of a potential buyer, they practically sell themselves.

Above all, a salesperson’s knowledge of local terrain and hunting methods is going to make the difference. Sticking a 20X scope that’s been gathering dust on a rifle that is unlikely to see shots past 100 yards is no way to ensure future sales.

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VARMINT ROUND-UP | ACCESSORIES From top: EOTech 512 sight; Johnny Stewart PC-1 predator call; Hunter’s Specialties camo gloves; Aimpoint Micro H-1 sight.

drown themselves in accessories. Shooting aids like bipods and shooting sticks are extremely helpful and, coincidentally, are high-margin items. Ghillie and leafy suits, face masks and gloves are also winners, as even the first-time hunter knows he is matching wits and eyes with critters that make their living hunting. And it never hurts to mention that most of these items can be used for other game as well.

Quite a few states allow night-hunting with lights, and that opens up a huge category for retailers. High-intensity and highquality illumination tools are a must for nighttime predator hunting, and a potential cash cow for retailers. Hunters need an LED headlamp to get in position, a red-lens flashlight for locating predators coming to the call and then an ultrabright light strapped to their rifle or shotgun to make the shot. Retailers catering to the tactical and home-defense crowd will be able to double dip on specialized batteries and light mounts. Laser sights, where legal, are another no-brainer and come in a wide variety of styles.

Rifle/Scope/Accessory Packages Some customers love to have the guesswork eliminated before they even walk through the shop doors. Putting together a few package guns, complete with all the accessories a hunter might want or need, is a way to pick the “low hanging fruit.”

Bob Fennell, manager of Van Raymond Outfitters in Brewer, Maine, says that coyote night-hunting was especially popular this year. He has sold a number of varmint packages with DPMS .223s mounted with Leupold VX1 scopes.

But retailers should think beyond scopes and ammo. Prepackaging a rifle with a bipod and a high-output light could lead a potential buyer down a revenue path that might have gone unexplored had the accessories been left on a shelf three rows away from the gun counter. When a customer can see all the pieces of the predator-hunting puzzle together, he’ll often find the prospect of an exciting hunt and new gear irresistible.

The successful first-time predator hunter is very likely to return and pony up for a predator-specific rifle and optic, or more capable calls and accessories. Having a good selection of products on hand, and a knowledgeable sales force to sell predatorhunting tools, will keep customers coming back and the cash flowing in.

From top: Johnny Stewart Whimper call, Preymaster digital call and Quik-Shot shooting sticks; Browning Tactical Hunter Alpha Max flashlight.

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Melting Pot The

Staff diversity helps one Michigan retailer score big

By Brian McCombie

W

hile still a member of the Sheriff’s Department in Oakland County Michigan, Bill Kucyk began teaching the state’s concealed-carry certifica-

tion course. Those teaching duties greatly accelerated in 2005, when he retired from the department after a 30-year career that included heading the SWAT team and the Detective Bureau. With retirement, Kucyk began thinking about starting his own retail firearms shop and shooting range. As he mulled over a new career choice, he began noticing that, though his concealed-carry classes were increasingly made up of women and minorities, the staffs at the gun shops and ranges hosting his classes were overwhelmingly male and white.

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g Rental counter cashier Jakeena Moses (above) with a rental handgun, in this case an H&K P30 9mm. Right: Owner Bill Kucyk.

“For a period of five years, I didn’t see any female carry instructors,” Kucyk says. “And I taught classes and went to ranges all over the state!”

So in July 2008, when he launched his own retail and range operation—Action Impact, in suburban Detroit—he did so with a definite business plan in mind. He would cater to the personal-protection market, with a special emphasis on Michigan Concealed Pistol License (CPL) holders and applicants. And because most of his customers would be coming from an ethnically diverse Detroit area, he felt the need to create an equally diverse staff.

“I have a staff composed of ten different ethnic, religious and cultural backgrounds,” says Kucyk. “In addition to English, among them they speak eleven languages, including Spanish, five Middle Eastern dialects and German. I have a female African-American firearms instructor. You just don’t see this in most gun stores—at least, not any I’ve been to. We all want an environment we’re comfortable with. Some might call this a melting pot. Well, that’s exactly what it is— and it works great!”

Today, business is booming at the 10,000-squarefoot facility, and Kucyk credits his 16-person staff (six part-timers, 10 full-timers) for much of that success.

“I’m eighteen percent above where I was last year,” he notes. “And last year was a very good year.”

Action Impact boasts 14 computerized shooting lanes and classroom facilities. The location, in Southfield, less than a mile from the city limits, is a natural draw for Detroit shooters because the city doesn’t permit shooting ranges to operate within city limits. But it almost didn’t happen.

Professional Approach The big obstacle was a local zoning board.

“I had the door slammed in my face, right from the beginning, at a city zoning board meeting,” Kucyk

says. “I was giving a presentation, and within about fifteen seconds they looked at me and said, ‘We don’t want a shooting range here. You’re done.’”

Kucyk thought that was the end of his dream.

Thankfully, one sympathetic zoning board member later told him not to give up—that the board could be swayed.

“I figured my job at that point was to educate and convince,” he says. “I wasn’t a gun advocate. I was a professional firearms advocate, advocating safe, professional training. I won them over by stressing professionalism as well as my professional background.

In essence, I told them, ‘I’ll help make your city a safer gun city.’”

A year later, the same zoning board that cut him off approved the new business.

Kucyk had planned on building a new structure from the ground up. But he discovered that, given the zoning laws, new construction would leave him with less parking space than was available with an existing structure. So, he ended up buying an old clothing warehouse and completely renovating it.

Kucyk’s wife helped in designing Action Impact, if inadvertently. Several years before he opened Action Impact, Kucyk and his wife spent a day at an area shooting range. Kucyk thought it was a pretty decent facility, with good shooting lanes and a nice product selection in the retail area. So he was surprised to hear on the way home that his wife was put off by the facility.

“I asked her what was wrong,” he says. “She said the women’s restroom was just nasty, and she’d prefer that we never go back.”

His wife’s reaction struck a chord, and he notes that the restrooms at Action Impact are spotless.

Kucyk fully realizes no one patronizes a store because of the clean restrooms; at the same time, he’s quite sure that women very well may not return if they open the restroom door and find a DECEMBER 2010 ❚ SHOT BUSINESS ❚ 51

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disheveled mess. And that attention to detail helps explain why fully a quarter of Action Impact’s customers are women.

Five-Star Facility Word-of-mouth referrals on Action Impact were strong soon after it opened. And though Kucyk was grateful for that initial reception, he knew he needed to create a strong marketing plan as well. “My customer base is 1.2 million people,” he says, “and those word-of-mouth ‘tentacles’ will reach only so far.

That’s why we had a good marketing budget factored in right from the beginning.”

Kucyk uses the Internet, print, radio and television in his marketing. So far, he’s found that local television is the best medium for targeting potential customers. Fast-moving action-oriented commercials are very effective, and he makes sure that his commercials feature his diverse staff, firearms and his range.

An important part of Action Impact’s marketing, and success, revolves around that fact that it is a National Shooting Sports Foundation Five-Star-rated shooting range. To meet the NSSF’s criteria as a FiveStar facility, ranges such as Action Impact must demonstrate excellence in all aspects of management and operations. Ranges are rated on appearance, management, customer service, amenities, customer development and community relations. Kucyk displays an NSSF Five-Star banner in his facility. Those five stars also figure prominently on his website and in his other marketing venues.

“I think that rating is very important,” he says.

“You have to distinguish yourself. The Five-Star rating legitimizes your business and creates confidence in your customers, especially for people coming here for the first time.”

Product Mix, People Mix It has not been all smooth sailing. Kucyk had to deal with the problems experienced by any new business, from finding the right product mix to making sure he has enough employees at peak times—and determining when those peak times are most likely to occur.

For example, when Action Impact first opened, Kucyk felt he should have a selection of hunting firearms and accessories. Michigan, after all, is a top state for deer and small-game hunting. But the hunting items just gathered dust. His customer base, he discovered, simply did not include enough hunters.

Then, as now, handguns for concealed carry and self defense were the top firearms sold, and the accessories that move the best are those connected to those handguns—concealed-carry holsters, magazine pouches and handgun ammunition.

His biggest difficulty? Not really understanding the distribution systems supplying him with the needed merchandise. His education on this issue began at the SHOT Show, where he met with several distributors.

Kucyk sat down with them and listened as they explained how their distribution businesses work, including computer ordering systems, the back-order process and shipping.

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Once Action Impact was up and running, Kucyk still wasn’t clear on some points, so he actually traveled to a couple of his key distributors for tours of their facilities and to get a hands-on feel for the how and why of firearms and accessory distribution.

As Action Impact went forward, Kucyk quickly saw the huge local demand for CPL instruction, and his $99 CPL course became an Action Impact mainstay.

It runs four times a week during the spring and fall, usually at full capacity with 35 students. Summer is slower, averaging only one class per week.

“My goal is to turn each CPL student into a customer,” Kucyk says. “But you don’t do that by giving them a sales pitch. They’re too smart for that. I am not pushing any products on them in my classes. I ‘push’ the need for safety, for quality equipment and accessories, for first-class training and regular practice. If you do that as a firearms professional, they’ll come back to buy from you and to use your range.”

In keeping with his diversity mantra, Kucyk has developed a real mix of range users, too. Action Impact hosts everything from Ladies’ Nights and church groups to fall handgun leagues and corporate team-building events. Several times a year, the Detroit Jewish Cigar and Shooting Club meets here to get together to talk religion, smoke fine cigars and put a few rounds downrange.

“People may laugh when they hear that,” Kucyk says. “But when the Cigar Club’s here, that’s sixty people coming through my doors!”

Yes, it’s a melting pot at Action Impact, and that makes Kucyk mighty happy.

“I’m looking out over the store right now,” Kucyk says, “and for customers I see four females, two of them African-American, five African-American males and five white males. And one of the white guys is dressed up as a cowboy! We get everybody here.”

The retail area focuses primarily on firearms for personal defense, especially models suitable for holders of a Michigan Concealed Pistol License. One of Action Impact’s strongest selling points is that customers can rent a pistol and shoot it at the store’s range to see how it fits. The range is also used by customers for target practice.

1210_MeltingPot_sm.indd 53

Finding Qualified People

A diverse staff is a prime asset when dealing with Metro Detroit’s very diverse customer base.

When Bill Kucyk set out to hire a diversified staff, he was told that, while it might be a nice idea to have an ethnically diverse staff at Action Impact, he was going to have trouble finding qualified people. Not so.

“I advertised for employees, that’s true,” he says. “But a lot of them just came through the door looking for a job. Not just a job, but a job in this business.”

Kucyk had numerous applications from people with a military and law enforcement background, and with NRA instructor certification.

“These were trained instructors, firearms experts.

That kind of experience isn’t dependent on race, religion or cultural background. It’s about individual interest and training. I had absolutely no problem finding people with those qualifications, and it cut across all ethnic lines.”

Kucyk estimates that personal protection and concealed carry represent nearly 90 percent of his business, with women making up about a quarter of those customers. That demographic makes female counter help and instructors a big part of Action Impact’s success. It’s not that a woman customer has to have a female clerk or instructor, Kucyk explains. But many first-time female customers are a little nervous when they enter his shop. “Seeing that there are women on my staff really helps ease some of those jitters,” says Kucyk.

“They feel more accepted.”

11/10/10 3:13:53 PM

Good stuff

b y P e t e r b . M at h i e s e n

Back in the USA

Danner footwear is a great value, and it’s American-made to boot

I

n the last decade, most American footwear manufacturing has left the United States for the more profitable environment on the Pacific Rim. It has been such a large-scale transition that, today, most retailers stock well over 98 percent Asian-made soft goods. But last fall, Danner opened a new manufacturing plant in Portland, Oregon, with an emphasis on stitched-down, leather-framed soles that are exceptionally durable and can even be repaired. This new facility employs more than 500 people in two shifts, and by all accounts orders continue to increase. Like many American sportsmen, I prefer to buy American, but above all I want durable, long-lasting goods. To see how the new Danners would perform, I recently tested a pair of Super Quarry boots during hunting season.

All Business These extremely stout boots start with a Vibram Olympia sole stitched to multiple layers of leather, forming a large, wide external footbed.

This large footprint provides a solid foundation for good footing on tree-stand steps and steep, rocky surfaces. The soles are attached to a fullgrain leather upper wrapped with a lower knurled rand that keeps the boots from being torn by rocks or sharp metal objects. Even the stitching thread is highly resistant to fraying.

The Quarry comes with a safety toe, which stood up to the worst that rocky upland bird covers could throw at me. I also really appreciate that the toe protector is made from non-metallic material and won’t transfer cold the way steel toes do. Underneath is Danner’s Armor Flex midsole, which is puncture-resistant and meets multiple ASTM standards. Inside, the footbed is particularly plush yet supportive, creating a comfortable base to stand on for long periods of time. The large pull-tabs make the boots easy to slip on, and the boot also uses a waterproof, breathable Gore-Tex quilted liner for enhanced comfort. (FYI: Danner

actually created the waterproof, breathable liner in boots decades ago and sold the technology to Gore-Tex.) Let your customers know they will have to break these boots in; this is something many hunters are not used to in an age when most hunting footwear uses softer TPR-molded soles. For me, break-in took about three days, but now the boots feel like they’re molded to my feet.

A Selling Tool People who make their living working outside will find these boots an exceptional tool for work and for early-season deer.

And they’ll no doubt appreciate the double-duty aspects of the product. So the next time a carpenter, electrician or landscaper comes in, tell him you can take care of his feet at work or on the weekend.

The best part is that you’ll sell him a profitable product that’s made in the United States. On the soft-goods side, that’s a rare and valuable selling tool. MSRP: $210– $260. (800-345-0430; danner.com) Danner Super Quarry boots are built to deliver superior foot support.

They’re perfect for work or outdoor sports, and customers will no doubt appreciate their ability to do double duty.

Getting Your Customers on Good Footing

If you want to give a customer the perfect fit, you can’t just grab a pair of size 10s and say, “Here.” Do your homework, or the customer may order the boots from a catalog the next time. For the perfect fit, do the following: •Size your customer while he’s standing up, not sitting down.

•Never assume how a boot will fit; each brand or even individual SKUs from the same company can be different.

•Have first-quality socks and liners for trial fitting. There’s a good chance the customer will buy them, too.

•Boots are best fitted after the customer has been on his or her feet for several hours.

•If the customer will be using the boot on uneven or rocky terrain, the boot’s sole should be sturdy, with less than a half-inch of twist from heel to toe.

54 ❚ Shot BuSineSS ❚ december 2010

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速

The Independent Retailers Buying Group

BN_025621_SHB1210.indd 1

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W H AT ’ S S E L L I N G W H E R E

West

Bay Area OR Firearms, North Bend

Keeping 100 to 150 firearms on hand, this small neighborhood gun shop relies on a loyal clientele of retired shooters.

The store aggressively markets and offers a large selection of youth guns in December.

“We love to teach kids to shoot, and we try to keep a wide variety of guns on sale just before Christmas,” said salesman Jim Smith.

The Cricket Pink Laminate .22 and the Youth H&R .410 single-shot shotgun lead the pack. Right on their heels are the Ruger Model 77 Youth bolt-actions in .243 and Marlin’s XS74, also in .243.

Handgun sales are brisk. The Springfield XD in 9mm and .45 is

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

making the best turns. The Glock Model 27 is a close second.

State NVSilver Arms, Reno

With three full-time employees and an average of 600 guns in stock, this family-run store services home defense, reloaders and hunters in a snug 1,500 square feet.

Handguns are doing exceptionally well at the moment, with XDs in 9mm and .40 pulling the highest numbers. Smith J-Frame revolvers and Ruger LCRs are also heating up the counter.

Although MSR sales have fallen to just two per a month, this retailer is making the move to market guns online.

“We had a new Kel-Tec RFB .308 that we couldn’t get anyone to even look at. But I sold it on GunBroker.com for $75 more than

Midwest

J&S Custom MN Guns, Lakeview

At just over 1,000 square feet, this retailer uses custom gunsmithing to maintain high sales volume in the home-defense category. Handguns are holding steady, with Glock 23s and 19s in the top slots. H&K P30s in 9mm and .40 are also seeing strong demand.

MSR sales are currently high for this store. “We do a lot of custom build-outs and complete accessorized packages for our customers. I believe that’s one of the reasons our sales are still so strong,” said manager Craig Elliott.

Currently, the Rock River Coyote is the store’s best seller.

Corner Gun IN Mile Shop, Garrett

Sitting just a few miles from the Michigan-Ohio border, this gun and

ammo shop has eight indoor shooting lanes and keeps more than 500 firearms on hand. Due to recent regulation changes, deer season is still going strong at this shop. “A few years ago, Indiana approved the use of centerfire handgun calibers in rifles for deer hunting. It has completely changed our fall and winter selling seasons. We now sell largecaliber lever-actions in addition to matching revolvers to hunters that used to hunt exclusively with muzzleloaders or shotguns,” said owner Dan Yard.

Ruger Black Hawks in .44 Mag., Smith 500s and Ruger .454 Casulls are in high demand. Marlin .44 Mag. and Henry Big Boy lever-actions are moving briskly as well.

Small-game guns like Ruger 10/22s and Mossberg 500s in 20- and 28-gauge are selling well to rabbit hunters.

it was listed in the store in just five hours,” said partner Joe Compilli.

Northwest CA Sporting Goods, Willits

Located two hours north of San Francisco, this general sporting-goods store sells a wide range of soft goods, teamsports gear, camping, fishing and hunting supplies.

Pre-Christmas sales primarily focus on Youth Model .22s.

“We can order just about anything, but the majority of our customers come in for our specials on Marlin .22s and Ruger 10/22s,” said counter salesman Matt Wyatt.

What’s moving well this month includes Kimber 1911s and Glock 27s.

Marlin 336c lever-action hunting rifles are also in high demand.

Trading KS The Post, Eldorado

Twenty miles east of Wichita, this former pawn and gun shop is now exclusively dedicated to firearms sales, with an emphasis on handguns.

The chill of winter is bringing fast turns on Ruger 10/22s and Rossi 410/22 combo guns. “Sales are down overall from last year, but niche gun sales are still very good.

As long as I don’t stock what Cabela’s has in inventory, the store does pretty well,” said owner Mike Schwemmer.

Handguns are still paying most of the bills, with Glock 27s and 23s holding the top spot. The store is also seeing plenty of turns from Springfield XDs in .40.

Hunting guns are slowing down, but Savage Model 10s and Stevens over/unders are still moving well.

56 ❚ SHOT BUSINESS ❚ DECEMBER 2010

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W H AT ’ S S E L L I N G W H E R E

South Guns, GA A-Z Macon

With 1,500 square feet and 400 guns in stock, this store specializes in home defense firearms that the big-box stores don’t carry.

“Our pre-Christmas sales traffic has really been off. I was considering expanding last year, and now I’m glad that I didn’t,” said owner Larry Hetrich.

Handgun sales at the store continue to move close to last year’s numbers. Springfield XDs in .45 and a few 9mms are leading the way.

In a close second, the Taurus 24/7 is also seeing quick turns.

Although MSR sales are completely flat, this retailer just sold two .50 Bushmasters.

A few bolt-action Tikkas in .308 have been sold as pre-Christmas presents.

Bayou Bend TX Gun Shop, Cleveland

Located one hour north of Houston, this small, rural shop stocks an active inventory of up to 400 firearms in roughly 1,200 square feet. “Sales are a little off this year, but I think that it’s just hard to keep up the numbers we had during the AR and ammo shortages,” said owner Larry Wilson.

For this December, Ruger is ringing the register with plenty of traffic on SR9s and P90s. Black Hawks in .357 and .45 are posting the highest sales numbers this shop has seen in several years.

Deer centerfire rifles have begun to slow, but muzzleloaders continue to gain momentum, with Thompson/Center Triumphs and CVA Optimas garnering the majority of sales.

Doctor, SCGun Monk Corner

Keeping more than 250 hunting guns and handguns in stock, this retailer maintains high traffic by keeping a full-time gunsmith on hand.

With one month left in deer season, the Savage Edge in .308 tops the list of the most popular centerfire deer gun at this store.

Autoloader shotguns, like the Remington 11-87 and Mossberg 935, are also in high demand.

“Hunting deer with dogs is still very popular in this area, and autoloaders and buckshot loads are what many of our customers want,” said James Elan, owner and head gunsmith.

Handgun sales are brisk; Ruger LCRs and Kel-Tec 380’s top the list.

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East

Enck’s Gun PA Barn, Newmanstown

Cowboy action is what’s selling at this rural southcentral Pennsylvania store. It has more than 600 guns on hand.

“We have a Cabela’s close by, and we just don’t compete with them. Let them sell hunting rifles and shotguns; we’ll sell specialty handguns and focus on what they don’t do well,” said owner Bob Enck.

Single-action revolvers rule here.

The USFA Rodeo in .45 and the Ruger SASS Vaquero .357 matchedset guns top the list. Personal defense handguns are still strong movers; here, Glock Model 19s and Ruger LCRs are out in front.

MSR sales are slow. However, ammo stocks have vastly improved compared to this time last year.

Hendershot’s MD Sporting Goods, Hancock

With more than 700 rifles and shotguns on hand, this store specializes in highend rifles and travel packages for the first-time international hunter.

“We take two to three groups a year overseas. It helps move a lot of profitable inventory while creating a long-lasting customer base,” said owner Lance Hendershot.

Two of this store’s top-selling rifles for December are the Dakota 10 in .30-06 and the Cooper 57 in .22. Waterfowling guns are still moving, with Benelli Super Black Eagles and Legacy 28-gauges on top.

MSR sales have peaked, though the store recently moved a few custom-order Sabers. Handgun sales are slow, but this shop is still turning a few Smith M&Ps in .45.

Vermont Field VT Sports, Middlebury

Keeping four employees busy with 400 guns on display, this rural retailer is moving muzzleloaders quickly. “Our doe season is combined with muzzleloaders, so if a guy wants meat in the freezer, he’s either moving to or upgrading to a blackpowder gun,” said manager Greg Boglioli.

Pre-Christmas sales are busy, with Henry Model H001 .22s moving as well as several Ruger 10/22s. A few varmint hunters have purchased the Savage Edge in .223.

Shotgun sales have cooled, but a couple of Browning O/U 20-gauge Citoris have been sold.

Handgun sales are steady, with Glock Model 17s in the lead. Taurus PT709s and Ruger SR-9s are tied for second place. MSR sales are slow.

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new products (Continued From page 64)

Mossberg

Mossberg Tactical .22 has been designed to use lessexpensive .22 rimfire ammo.

Shooters who enjoy centerfire versions of the modern sporting rifle have experienced first-hand, to their dismay, the high cost of ammo, mainly because MSR users can go through a flat of .223s in an afternoon at the range. That’s the beauty behind Mossberg’s new Tactical .22, an alternative AR-style firearm chambered for less-expensive .22 rimfire ammo. It’s also a good option for LE operators looking for a cost-effective training platform.

The lightweight and fast-handling Tactical .22 parallels the look and feel of today’s AR-style rifle, while being built around Mossberg’s reliable .22 autoloader. Taking its cue from its proven 702 autoloader, the Tactical .22 matches an 18-inch barrel to a quadrail forend, allowing the operator to fit the rifle with lights, lasers or other tactical accessories. Two stock configurations will be offered: a sixposition adjustable and a fixed stock. The six-position polymer stock adjusts the length of pull from 10 ¾ inches to 14.5 inches, accommodating youth and smallerframed shooters. The fixed-position stock has a standard 13-inch LOP. Other features include an A2-style carry handle, sling mounts, 10-round magazine, an adjustable rear sight and a front post sight. SRP: $276.

(203-230-5300; mossberg.com)

MKS Supply The .357 Magnum six-shot Rhino is an odd-looking, ergonomically designed revolver. Thanks to this unusual form-

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With 1.5 billion possible configurations, the DPMS AR is possibly the most versatile and customizable AR platform in the world. From buttstocks and handguards to barrels and receivers, a DPMS AR can be configured virtually any way imaginable.

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The CCW six-shot Rhino in .357 Magnum fires from the bottom chamber to reduce felt recoil.

1210_new prod.indd 60

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AR-15 M16 6

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follows-function design, the recoil and muzzle flip is greatly reduced due to the bottom-chamber firing position. This lowbarrel design shifts recoil inline with the forearm, resulting in fast and accurate repeat shots.

The Rhino’s hexagonal-shaped cylinder also makes for a flatter profile when carried concealed. The frame is made from Ergal, a high-strength aluminum alloy, and finished in a matte–brushed electroless nickel. Each Rhino comes with a handmade Italian-calfskin molded-and-stitched leather holster to fit up to 2-inch-wide belts and is marked with the Rhino logo to match the revolver. SRP: 2-inch barrel, $799; 4-inch barrel, $899. (837-425-4867; mkssupply.com)

SKB SKB’s 3i Series of injection-molded watertight cases are constructed of ultra-highstrength polypropylene copolymer resin and feature a submersible design that uses gaskets to ensure waterproof performance. Other components include molded-in hinge and stainless-steel hinge pins, patented trigger-release latch system, comfortable snap-down rubber overmolded cushion grip handles on three Go to: www.ShotBusiness.com for free info.

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The S.L. Variant speed loader uses spring-loaded chambers and locking cams to facilitate fast reloads.

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U.S. POSTAL SERVICE STATEMENT OF OWNERSHIP, MANAGEMENT, AND CIRCULATION (Required by 39 USC 3685) 1. Publication Title: Shot Business; 2. Publication No. 012-491; 3. Filing Date: 9/30/10; 4. Issue Frequency: Bi-Monthly Except for January and December; 5. No. of Issues Published Annually: 7; 6. Annual Subscription Price: $25.00; 7. Complete Mailing Address of Known Office of Publication: Bonnier Corporation, 460 N. Orlando Ave., Suite 200, Winter Park, Orange County, Florida 32789-3150; 8. Complete Mailing Address of Headquarters or General Business Office of Publisher: Bonnier Corporation, 460 N. Orlando Ave., Suite 200, Winter Park, Orange County, Florida 32789-3150; 9. Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor: Publisher: Eric Zinczenko, Bonnier Corporation, 2 Park Ave New York, NY 10016-5695; Editor: Slaton L. White, Bonnier Corporation, 2 Park Ave New York, NY 10016-5695; Managing Editor: Margaret Nussey, Bonnier Corporation, 2 Park Ave New York, NY 10016-5695. 10.

Owner: Bonnier Corporation, 460 N. Orlando Ave., Suite 200, Winter Park, Orange County, Florida 32789-3150; Terry L. Snow, P.O. Box 8500, Winter Park, Orange County, Florida 32790; 11. Known Bondholders, Mortgagees, and Other Securities: None; 12. Tax Status (for completion by nonprofit organizations authorized to mail at special rates): Has Note Changed During Preceding 12 Months; 13.

Publication Title: Shot Business; 14. Issue Date for Circulation Data Below: Aug/Sep 2010; 15a. Total Number of Copies: 24,445 (Aug/Sep 2010: 22,502); b. Paid Circulation: (1) Mailed Outside-County Paid Subscriptions Stated on PS Form 3541: 20,363 (Aug/Sep 2010: 20,500); c. Total Paid Distribution: 20,363 (Aug/Sep 2010: 20,500); d. Free or Nominal Rate Distribution: (1) Free or Nominal Rate Outside-County Copies included on PS Form 3541: 1,205 (Aug/Sep 2010: 1,188); (3) Free or Nominal Rate Copies Mailed at Other Classes Through the USPS: 111 (Aug/Sep 2010: 111); e. Total Free or Nominal Rate Distribution: 1,316 (Aug/Sep 2010: 1,299); f. Total Distribution: 21,679 (Aug/Sep 2010: 21,799); g. Copies not Distributed: 766 (Aug/Sep 2010: 703); h. Total: 22,445 (Aug/Sep 2010: 22,502); Percent Paid: 93.93% (Aug/Sep 2010: 94.94%).

1210_new prod.indd 62

sides, secure stacking and an automatic ambient-pressure-equalization valve.

The 3i-5014-6B-L MIL-STD Injection Molded Watertight Rifle Case has four SKB patented trigger latches and in-lineskate-style wheels. The case also boasts a layered foam base with convoluted foam in the lid for stable positioning of longer rifles or tactical-style weapons, with plenty of room for additional accessories.

SRP: $229.99. (800-654-5992;

loader in both competitive and real-world venues. A large Sport Grip attachment (sold separately) screws onto the Variant’s threaded end, giving shooters a better purchase for more secure loading. The Sport Grip is also useful for shooters who wear gloves. The five-shot version will fit any J-frame-compatible revolver; six-shot models fit K-, L- or N-frame-compatible revolvers. SRP: $30. (646-926-2622;

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Bobby Mac’s

Hunter’s Specialties

Bobby Mac’s, a Massachusetts-based holster company dedicated to snub-nosed revolvers, is now offering the S.L. Variant speed loader as well. Because it uses spring-loaded chambers and locking cams, the S.L. Variant long ago earned its spurs as a secure and positive-loading speed

The True Talker deer call has long been recognized for its ability to create a wide range of deer vocalizations, from deep aggressive grunts to fawn bleats. The new True Talker 2 still allows hunters to make all those calls by changing finger pressure and position on a flexible membrane, but it now is available in a more compact configuration, making it easier to stow into a pack or pocket. It also can be taken apart easily, and by moving the O-ring that holds the internal reed, hunters can make further adjustments to change the tone of the call. In addition, the call has a built-in lanyard, which can fit around the user’s neck or arm. SRP: $19.99. (319-395-

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ber handles, grip ridges for easy handling and a lanyard hole for easy attachment. It weighs just 4.3 ounces and comes with a heavy-duty nylon camo sheath. SRP: $59.

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For those who think that Savage rifles sell themselves, thank you for being such a fan.

Extreme Shock Ammunition The Trauma Readiness Pack (TRP) is an emergency-care pack that is a step up from the usual first-aid kit. The kit contains, among other items, a QuikClot firstresponse hemostatic sponge (approved by the National Tactical Officers Association), one latex-free tourniquet, a latex-free compression wrap, red trauma tape strip and one sterile trauma pad. The compact package is vacuum-sealed and utilizes a sure-grip texture to improve handling as well as offer easy-open access even in dark and/or wet conditions. The package is also airtight, sterile and waterproof, and it floats. SRP: $24.95. (276926-6772; extremeshockusa.com)

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Buck’s Omni Hunter 10 PT Compact features a 3 ¼-inch drop-point blade and contoured rubber handles.

G Outdoors The G.P.S. Wild About Shooting bag applies the compartmentalized storage concept of soft-side fishing tackle bags to the shooting sports. The medium-size Sporting Clays Range Bag is a perfect example, as it will store eight to 10 boxes of shotgun shells with convenient lift ports at each end for easy access.

The bag also features the Visual I.D. Storage System that helps a shooter quickly find shooting glasses, earplugs and earmuffs. The front pocket has seven clear tubes for choke or snap cap storage, and four side pockets allow for more accessory storage. (909-590-2514; pg1outdoors@cs.com)

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new products

Para USA

The idea behind the Single Action Shooting Society is to use firearms of the Old West. Wild Bunch Action Shooting is a variation on that concept, and one of the major differences is that the two single-action revolvers are exchanged for a full-size singlestack steel-frame 1911-style semiauto in .45 ACP caliber, similar to the ones used in the classic Western The Wild Bunch.

Para USA’s Wild Bunch 1911 is purpose-built for this game. It features a 5-inch-long barrel with a 1-in-16 left-hand twist. The singleaction design uses fixed sights and comes with a magazine capable of holding two to seven rounds.

Overall height is 5.75 inches; overall length is 8.5 inches. It weighs 39 ounces. SRP: $749. (704-9307600; para-usa.com) (Continued on page 60)

64 ❚ SHOT BUSINESS ❚ DECEMBER 2010

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