SHOT Business -- December 2014 by SHOT Business

A FEW SIMPLE RULES FOR SUCCESS PAGE 38 VOLUME 22, NUMBER 7 DECEMBER 2014

WHEN THE BOTTOM FALLS OUT OF THE THERMOMETER, HUNTERS NEED GEAR DESIGNED TO HANDLE THE DEEP FREEZE PAGE 26

ALSO IN THIS ISSUE FIRING LINE Smith & Wesson’s Model 986 is worth a close look PG. 20

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GOOD STUFF ALPS Outdoorz wants to change the hunting pack game PG. 44

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S H OT B U S I N ES S

❚

DECEMBER 2014

❚

CONTENTS

VOLUME 22, ISSUE 7

Departments

Features

26 34 38

OUT IN THE COLD They say “clothes make the man.” They also

make the hunter, especially in frigid weather. How to help your customers “dress for success” in the cold. BY SLATON L. WHITE

COLD COMFORT If you don’t understand just what cold conditions

can do to the human body, then you don’t have the first idea of how to sell warm clothing. BY DAVID E. PETZAL

THE RULES THAT BUILT AN INDUSTRY LEADER Lew Danielson, founder of Crimson Trace Corp., understands that when you focus on heart, the numbers will follow. BY FRANK MINITER

NSSF Update 14

FROM THE NSSF An insider

PROBING CHOKE POINT

15 16

RETAILER TOOLBOX

2014 SHOOTING REPORT

NSSF DELIVERS VALUE

SHOT MOBILE APP Daniel

18 19

COVER PHOTO: TIM IRWIN

look at changes for SHOT Show 2015

Seminars at SHOT Show

U.S. House members ask FDIC for investigation

EDITOR’S NOTE The

NEWS BRIEFS SureFire debuts two X-Series lights; Gearhog.com launches; Kahr’s new bronze offerings; 2014 SHOT Business Award noms; keeping warm in a Patagon; and more

cold truth about lateseason hunting

FIRING LINE Smith & Wesson’s 986 has competition appeal

UNDERCOVER SHOPPER Pocket pistols

in New Mexico

GOOD STUFF Talking

46 50

WHAT’S SELLING WHERE

turkey packs with ALPS Outdoorz

NEW PRODUCTS

Savage Arms’ new 555 over/under; Badlands’ Impact Pant; and the Sound 911 safety horn

Learn who’s participating, and how

FFL EDUCATION TOUR

Retailer education regions and dates announced

Defense sponsors show app

YOU SHOULD KNOW

Opening the clubhouse to women shooters DECEMBER 2014 ❚ SHOT BUSINESS ❚ 3

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EDITOR’S NOTE

NSSF

The Cold Truth Dressing for success

ecause we’re mammals (at least some of us), we’re able to operate within a broad temperature range because our core body temperature remains constant at around 98.6 degrees. The catch to this arrangement is that if the temp goes much above (or below) 98.6, we become dead mammals.” So says SHOT Business shooting editor David E. Petzal in “Cold Comfort” (page 34), part of a special section on cold-weather clothing in this issue of the magazine. As hunters, we’re supposed to be hearty Joes, and enduring cold, miserable weather while pursuing deer and elk is a staple of many hunting stories that are enjoyed with relish around the warmth of a fire in camp. The cold truth, though, isn’t nearly so entertaining. That’s the underlying idea behind this month’s special section, and your job as a retailer is to help make sure that your customers bound for cold destinations are properly “dressed for success.”

As I relate in “Out in the Cold” (page 26), “You can hunt when you’re uncomfortable, but if you’re miserable, you’re done.” I got almost to that point on a hunt in Saskatchewan seven years ago when my insulated boots weren’t remotely up to the challenge of below-zero temperatures. But when I returned last fall, I was properly prepared. Although I can’t say I stayed completely warm and toasty, I was able to endure sitting in an unheated treestand at 10 below long enough to collect a nice 11-pointer. Both of these arti-

cles offer practical tips and specific gear recommendations that can help your customers enjoy a productive hunt. True leaders are as rare as hen’s teeth; if you’re lucky enough to work for one, treasure every moment—the experience will enrich your life. Lew Danielson, who founded Crimson Trace Corp., is a member in good standing of this small club, as you’ll see when you read “The Rules That Built an Industry Leader,” by Frank Miniter (page 38). Danielson’s rules for success are remarkably simple—so simple, in fact, it’s astounding that more companies don’t follow them. In discussing his simple list of rules with Miniter, Danielson revealed this gem: “You need to focus on a quality product and to treat your customers like kings, but there are always other ways to bring products with the same or similar engineering to alternate markets. This expands your customer base and forces you outside the box. Do this, and you’ll find your real market isn’t where you thought it would be. Then you’ll really find success.” No long, incomprehensible corporate manifestos or MBA-inspired mission statements for Lew. Just a simple code to live by. Works for me.

SLATON L. WHITE, Editor

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

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

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

Gregory D. Gatto, Publisher Brian Peterson, Western Sporting Goods Sales Katie Logan, Southern Sporting Goods Sales David Hawkey, Northeast Sporting Goods Sales Elizabeth Burnham Murphy, Chief Marketing Officer Ingrid Reslmaier, Marketing Design Director

BUSINESS OPERATIONS

Tara Bisciello, Business Manager

CONSUMER MARKETING

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

MANUFACTURING

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

BONNIER

Chairman, Tomas Franzén Chief Executive Officer, Dave Freygang Executive Vice President, Eric Zinczenko Chief Content Officer, David Ritchie Chief Financial Officer, Nancy Coalter Chief Operating Officer, Lisa Earlywine Chief Marketing Officer, Elizabeth Burnham Murphy Chief Digital Revenue Officer, Sean Holzman Vice President, Integrated Sales, John Graney Vice President, Consumer Marketing, John Reese Vice President, Public Relations, Perri Dorset General Counsel, Jeremy Thompson

SHOT Business (ISSN 1081-8618) is published 7 times a year in January, February/March, April/May, June/July, August/September, October/ November and December by Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695, and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 22, issue 7. Copyright © 2014 by the National Shooting Sports Foundation. All rights reserved. Editorial, circulation, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470-2359. SHOT Business accepts no responsibility for unsolicited manuscripts and photographs. All correspondence should be accompanied by a stamped, self-addressed envelope. Requests for media kits and advertising information should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611. Periodicals postage paid at New York, NY, and at additional mailing offices. Printed in the USA. For Customer Service and Subscription questions, such as Renewals, Address Changes, Email Preferences, Billing and Account Status, go to: shotbusiness .com/cs. You can also email SBZcustserv@cdsfulfllment.com, in the U.S. call toll-free 866-615-4345, outside the U.S. call 515-237-3697, or write to SHOT Business, 2 Park Ave., New York, NY 10016. For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016 REPRINTS: E-mail reprints@bonniercorp.com. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 6364 Harlan, IA 51593.

Slaton L. White, Editor

4 ❚ SHOT BUSINESS ❚ DECEMBER 2014

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National Shooting Sports Foundation®

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one voice

10,000+ manufacturers, distributors, frearms retailers, shooting ranges, sportsmen’s organizations and publishers making a direct impact on the future of our industry.

We’re one powerful voice for the industry.

Join us, and make us even stronger! Apply online at nssf.org/join

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Bits & Pieces

NEWS BRIEFS NEWS

❚

PROMOTIONS

Winchester Recalculates App

Two years ago, Winchester introduced its Ballistics Calculator at Winchester.com. Applications for iPhone and iPod Touch followed. Now the company has updated the popular app to make calculations more comprehensive. The original version allowed users to choose centerfire rifle ammunition and compare cartridges with charts and graphs. The updated version additionally helps users to discover aiming points, impact points, and trajectories for rimfire, shotgun, slug, and handgun hunting ammunition. “We listened to the feedback and now the Ballistics Calculator is improved,” says Brett Flaugher, Winchester Ammunition’s vice president of marketing and sales.

AWARDS

❚

OUTREACH

SureFire’s X400V WeaponLight boasts an infrared laser.

Gearhog.com Is Up and Running

Gearhog recently announced the official launch of its website, Gearhog.com. The site offers daily deals on hunting, shooting, and other outdoorsrelated products. After signing up as a member on the website, users will be emailed daily about new deals. “The popularity of daily deal sites has really taken the world by storm, and we’re absolutely thrilled to have a site catering to shooting, hunting, and the outdoors,” says Clayton Whipple of Brownells. Virtually all daily deal websites work within the same “everybody wins” framework. In this case, Gearhog.com gets the user traffic, brands get their products to the masses, and consumers get the discount.

❚

SureFire Lights the Way

ureFire, LLC, manufacturer of high-end illumination tools and tactical gear, recently released two new models as part of its X-Series family of WeaponLights. Designed for handguns, they can also be mounted to long guns with Picatinny rails. The versatile X300V and X400V IRc feature SureFire’s V-Series head—a sealed, selectable head that contains both a white and an infrared LED to provide visible and virtually invisible illumination. By pushing and rotating a selflocking selector switch on the head, a user can switch from white light to IR illumination (for use with night-vision devices) on the fly, with no infrared filter required. The X400 model even boasts an infrared laser. The X300V generates 150 lumens of blinding, tactical-level light on its white-light setting and 120 mW of infrared illumination when set to IR mode. Light output from either mode is shaped by a proprietary optic—a Total Internal Reflection (TIR) lens—into a high-intensity beam with significant reach and enough peripheral illumination to maintain situational awareness. The X400V IRc generates the same highintensity beam at identical outputs in white light and infrared as the X300V, but it also features a commercially available <0.7 mW infrared laser sight, suitable for force-onforce training and ideal for stealth operaThis product is from sustainably managed forests and controlled sources.

tions using night-vision devices. As with all laser-equipped SureFire X400 WeaponLights, the X400V IRc’s laser-adjustment mechanism uses Nylok screws that won’t back out due to recoil. An amber LED indicator illuminates whenever the laser is on, to help prevent unintended activation. Like all X-Series WeaponLights, these new models are constructed of lightweight aerospace aluminum, hard anodized with a mil-spec finish, and are O-ring and gasketsealed for durability and weather resistance. The X300V weighs less than 4 ounces fully loaded, while the X400V model is just under 5, so neither model weighs down a weapon. A push/toggle switch located on the rear activates the lights. Both models attach quickly and securely to both Universal and Picatinny rails, and adapter mounts are available for some rail-less handguns. SRP: $389, X300V; $875, X400V. (800-828-8809; surefire.com) DECEMBER 2014 ❚ SHOT BUSINESS ❚ 7

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NEWS BRIEFS

Kahr Arms is offering three new specialedition pistols with a Burnt Bronze Cerakote finish.

Bronze Arms: Kahr Debuts Three New Special-Edition Pistols Kahr Arms has stepped up to meet the increasing demand for its pistols in mission-specific colors by partnering with United Sporting Companies for an exclusive line of its most popular sized 9mm, .40 S&W, and .45 ACP pistols offered with Cerakote’s sleek new “Burnt Bronze” finish slides and attractive black appointments on the frames. The first offering in Burnt Bronze is the CW9093BB. The pistol features a 3.5-inch barrel with conventional rifling and a 1-10 right-hand twist. The CW9 also features a drift-adjustable white bardot combat rear sight and a pinned-in polymer front sight. The slide is treated with a high-temperature Cerakote finish in Burnt Bronze, with a black trigger and black slide stop lever. Also offered in Burnt Bronze is the CW4043BB. Like the CW9, this .40 S&W

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pistol also features a Cerakote Burnt Bronze slide with black appointments. This pistol also features a 3.5-inch barrel with conventional rifling, but has a 1-16 righthand twist. Like the CW9, it features a driftadjustable white bar-dot combat rear sight and a pinned-in polymer front sight. Last in the United Sporting Companies’ exclusive Burnt Bronze offerings is a .45 ACP, model number CW4543BB. In addition to the attractive Burnt Bronze slide with black appointments, this model features a 3.64-inch barrel with conventional rifling, and a 1-16.38 right-hand twist. It offers the same front and rear sights as the CW9 and CW40. All three of the Burnt Bronze models are sold exclusively via the United Sporting Companies’ Ellett Brothers and Jerry’s Sports Center locations. SRP: $466. (kahr.com)

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2014 SHOT BUSINESS AWARD NOMINATIONS CHAIN RETAILER OF THE YEAR

This award 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 nominees are: Bass Pro Shops Cabela’s Sportsman’s Warehouse

COMPANY (OR ORGANIZATION) OF THE YEAR

This award is presented to the leading company or organization in the shooting-sports industry based on community outreach and efforts to preserve our hunting and shooting heritage and protect our firearms freedoms. The nominees are: ATK Winchester Ammunition Daniel Defense Taurus

DISTRIBUTOR OF THE YEAR

This award is presented to the top distributor in the shooting-sports industry based on community outreach to promote the shooting sports and efforts to preserve our hunting and shooting heritage and protect our firearms freedoms. The nominees are: Chattanooga Shooting Supply Ellett Brothers NBS

INDEPENDENT RETAILER OF THE YEAR

This award goes to the independent 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 nominees are:

Ace Sporting Goods, Washington, PA Kittery Trading Post, Kittery, ME Heritage Guild, Easton, PA

PERSON OF THE YEAR

This award recognizes the individual who has done the best job of promoting the shooting sports and presenting a positive image while making great personal sacrifices—both in time and financial resources—in an effort to preserve our hunting and shooting heritage and protect our firearms freedoms. The nominees are: Julie Golub Ryan Bronson Joe Bartozzi

RANGE OF THE YEAR

This award is presented to the leading shooting facility based on its community outreach and efforts to preserve and promote our hunting and shooting heritage and protect our firearms freedoms. The nominees are: Shooter’s World, Tampa, FL ShootSmart USA, Ft. Worth, TX Range 702, Las Vegas, NV

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SALES REPRESENTATIVE OF THE YEAR

This award is presented to the leading sales representative (individual or group) in the shootingsports industry based on community outreach and efforts to preserve and promote our hunting and shooting heritage and protect our firearms freedoms. The nominees are: Vince Pestilli, Pestilli & Associates Todd Shay, Smith & Wesson Mike Egan, Ludwikosi & Associates Inc.

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NEWS BRIEFS

And Now for Something Completely Different

The Selk’bag Patagon features zipoff booties and magnetic sleeve closures.

Although Sitka Gear promotes its Incinerator bibs and jacket as a “walking sleeping bag,” the Selk’bag Patagon really is just such an animal. To help visualize this curious beast, think of the platypus, in which nature borrowed various elements from the animal kingdom to create a unique hybrid. Now think of a sleeping bag with a hood and booties, and you’ve got the general idea. I took the Patagon on a hunt to Saskatchewan last fall (see “Out in the Cold,” page 26), thinking it might be a welcome addition to help keep me warm while sitting on a stand in subzero weather. It really didn’t work out, but it wasn’t the fault of the garment, as I asked it to do something for which it really wasn’t designed. On the coldest day (-10 degrees F.), I opened the Patagon and slipped my arms through the sleeves and then huddled against it.

In this capacity, it did add much-needed warmth, but it’s not something you can slip on in the confines of a treestand. But in slightly warmer temperatures, some hunters might find it useful as a base layer. However, the Patagon redeemed itself in the aftermath of several large snowfalls last winter, during which my house lost power. Here, I simply donned the entire bag and remained cozy even as the temperatures plummeted inside the house. My conclusion: The Patagon would be useful in an emergency situation in hunting camp where you lose heat. It will also work well outside. Features include removable booties that zip off and allow a wearer to use his own footwear, and a redesigned quick-release hand closure system that uses magnets for even faster hand exit and entry. The manufacturer has also upgraded the insulation material to improve thermal performance. The whole thing packs down into a compact carry bag so you can easily throw it in the truck when you head to deer camp. SRP: $259. (selkbagusa.com) —Slaton L. White

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The Patagon’s zip-off booties allow users to choose their own footwear for the cold.

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NEWS BRIEFS

Weatherby Supports Chris Kyle “SEAL on the Mountain” Memorial Hunt Weatherby recently partnered with Base Camp 40, Warriors in the Wild, to provide rifles for the “SEAL on the Mountain” hunt in September, conducted in honor of the late Chris Kyle, the retired Navy SEAL Chief sniper who was shot and killed in 2013 while trying to help a fellow veteran. The hunt included four Medal of Honor recipients and three other military veterans. Base Camp 40 is a nonprofit organization dedicated to reconnecting veterans with the outdoors. Weatherby supplied the elk hunt with eight Vanguard Series 2 Synthetic packages at a significant discount. The rifle has a custom floorplate featuring a specially engraved Base Camp

40 logo. Each package also included a Redfield Revenge riflescope and Talley-designed Weatherby Vanguard scope mounts. “Weatherby’s support of Base Camp 40 has been outstanding, and continues with their support for the ‘SEAL on the Mountain’ hunt in memory of Chris,” said Wayne Kyle, Chris’ father. “Weatherby supports Base Camp 40, Warriors in the Wild, and its mission,” says Mike Schwiebert, vice president, marketing for Weatherby, Inc. “‘SEAL on the Mountain’ is a perfect way to honor Chris Kyle’s strong support of veterans and love of hunting.” Base Camp 40, Warriors in the Wild, hosts elk, deer, bear, and turkey hunts as well as fish-

Weatherby supplied Base Camp 40’s hunt with specially engraved Vanguard rifles.

ing trips for veterans, helping them experience the respite nature provides. Chris Kyle took part in 2012 and planned to serve as a mentor in future hunts. His father, Wayne, and brother, Jeff, now take his place.

The organization is raising funds for Base Camp 40 at Valor Ranch, which will include construction of a lodge and purchase of 500 acres in the mountains south of Grand Junction, Colorado. (bc40hunts.com)

TTTk Wyoming. The independence to manufacture our products how and where we want makes Wyoming perfect for our company.” Phil Howe President and CEO, HiViz Shooting Systems

Expand or relocate your business to Wyoming

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NEWS BRIEFS

MKS Supply Introduces Copies of M1 Carbine

MKS Supply has produced faithful modern copies of three M1 Carbine models, made with 100 percent American parts and based on the original designs of the Inland brand.

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MSRP: $1850*

RRA HUNTER MUZZLE BRAKE

* Prices are subject to change. Optics and scope mount not included.

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PERFORMANCE TUNED.

Original World War II- and Korean Warera M1 Carbines are increasingly hard to come by, so much so that many collectors may be rightfully wary of taking their expensive originals to the range. To rectify the problem, MKS Supply has produced faithful modern copies of the original Inland brand firearms, which were originally manufactured by the Inland Division of General Motors and accounted for almost half of all the M1 Carbines. These feature the same compact size and light weight (5 pounds 3 ounces) of the original vintage M1 Carbines. The newly manufactured M1 Carbines are 100 percent American made with entierly American parts and are practically indistinguishable from the originals—right down to the part construction and stampings, which even include the arsenalstamped stock markings known as cartouches. However, to ensure these replicas don’t show up on the market as originals, the company marked the underside of the barrel and inside of the stock. These markings are not visible unless the action is removed from the stock. “The new Inland M1 Carbine is like having living history in your hands,” says Charles Brown of MKS Supply. “The Inland M1 Carbine, like its World War II brothers, is an effective, lightweight, handy, low-recoiling long gun, and just a whole lot of fun to shoot.” Three Inland M1 Carbine models are available from MKS Supply, including the M1 1944 wood-stock original design without bayonet lug (SRP: $1,049); the M1 1945 wood-stock original with bayonet lug (SRP: $1,049); and the M1A1 Paratrooper (SRP: $1,179), which features the folding heavy wire stock (as seen on HBO’s Band of Brothers). The 1945 and Paratrooper models are offered with one 15-round magazine. The 1944 model has no bayonet lug and comes with a 10-round magazine to comply with laws in states that limit magazine capacity to 10 rounds and/or prohibit the sale of firearms with bayonet lugs. (877-4254867; mkssupply.com) —Peter Sucio

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U P D AT E

BY CHRIS DOLNACK, NSSF SENIOR VICE PRESIDENT AND CHIEF MARKETING OFFICER

FROM THE NSSF

Insider Look at SHOT Show 2015 Six reasons this year’s show will be better than ever

ith more than 1,600 exhibitors and over 635,000 square feet of space, the National Shooting Sports Foundation’s SHOT Show is the largest trade show of its kind, and the fifth largest annual show in Las Vegas. Each year, NSSF brings buyers, retailers, range owners, wholesalers, manufacturers, and media members together to discover the latest innovations in firearms, ammunition, and hunting and shooting accessories, participate in educational seminars, and network—and each year we strive to add to the experience. Showcase Theater ➤ SHOT Show 2015 will high-

light several new features. At the top of the list is the new SHOT Showcase Theater, which will be located in the Venetian near the show entrance. Modeled after the successful press conference format held at the New York Auto Show, this special 742-seat theater will allow media and buyers a chance to experience SHOT Show’s hottest new products in a dynamic, multimedia environment. Ongoing during the first day of the show from 9 a.m to 3 p.m., exhibitors will provide 15-minute presentations of the products attendees need to know about, backed with spectacular video support across multiple high-def displays. Exhibitor presentation slots are limited; to secure your spot, contact Chris Tatulli, NSSF director, exhibit & sponsorship sales, ctatulli@nssf.org; 203-426-1320 ext.214.

Enhanced Digital ➤ In addition to the unique pre-

sentations to be found in the SHOT Showcase Theater, attendees can expect a brighter, more informative show in 2015. Increased digital signage will be present throughout the lobby areas, with real-time news feeds, show announcements, and directions to event locations. NSSF will be streaming

through many of these video outlets, but airtime on these video walls is also available for purchase by exhibitors.

Relocations ➤ Also new this year, we have

relocated a few of our important activities to more convenient locations. Visitors from abroad will appreciate that the International Trade Center has moved from the fourth floor to the second floor, just outside the Law Enforcement exhibits. This area, dedicated for use by our international buyers as a meeting space and relaxation lounge, is now more convenient to the show floor. Registration has also moved. Previously located on the second floor of the Sands Expo/ Venetian, attendee registration will now be on the show floor transition lobby located near the taxi/limo curb pickup outside the Sands Expo Center, to provide more space and higher visibility for those needing these services. Exhibitor registration will now be on the second floor near the Law Enforcement meeting rooms, allowing for more space and more work desks than in past years. Also, following on the success of Badge Pick-Up at SHOT Show 2014, those who pre-register and simply need to pick up their badges will find a self-service kiosk at the entrance to the show coming in from the

Venetian Hotel; wait times will be minimal.

New Product Center ➤ The New Product Center is

once again expanding. This area will house dozens more new products than in past SHOT Shows, thanks in part to the new benefits exhibitors gain by highlighting their products here. The New Products Center is a pivotal location for displaying fresh merchandise companies have introduced in the past year. Positioned prominently on the main SHOT Show floor, the Center also serves as a gathering place for buyers and media whose days at the show are spent in meetings and have little time to walk the floor. It also acts as a way to “cut to the chase” for show attendees who have just one or two days to visit the show. New for 2015, all companies submitting products to the New Product Center can showcase their entries and company information on NSSF’s online New Product Gallery, to be featured on shotshow.org for maximum visibility.

Hotel Space

shows in town exceeds the number of hotel rooms available in Las Vegas. This year, NSSF has expanded its housing block to accommodate as many people as possible, yet many area hotels were already booked to capacity in October. Because of that, NSSF has secured additional room blocks in new hotels, such as the newly constructed SLS Las Vegas, the renovated and upgraded Tropicana, the Cosmopolitan, and the Westin Las Vegas, all of which will have complimentary shuttles to and from the show. Special rates for all NSSF official SHOT Show hotels can be accessed at ShotShow.org/travel or through our housing partner, OnPeak (tinyurl.com/SHOT15 Onpeak) and at our headquarter hotel, The Venetian (tinyurl. com/SHOT15Venetian).

SHOT Show App Finally, remember to download the SHOT Show app (available for iPhones, Android smartphones, and tablets through iTunes and Google Play). You can find more information, as well as a version for Blackberry users, at ShotMobile.com. The app includes interactive show floor maps, exhibitor listings, event scheduling, show news alerts, and more.

➤ This year Las Vegas will be

near capacity the week of SHOT Show, as multiple large trade shows will be taking place at the same time. In fact, the total attendance for all the trade

Chris Dolnack

NSSF Senior Vice President and Chief Marketing Officer

14 ❚ SHOT BUSINESS ❚ DECEMBER 2014

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U P D AT E

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

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

School’s In

Educational opportunities at SHOT Show

ne of the main focuses of the National Shooting Sports Foundation (NSSF) at the 2015 SHOT Show in Las Vegas is to provide educational tools for the independent firearms retailer. To that end, NSSF is offering a schedule of information-packed classes that run the gamut from ATF compliance to increasing diversity in the shooting sports. These classes were designed to meet the needs of the new retailer, as well as provide information and an opportunity to network for the veteran firearms merchant. Here are some highlights. SHOT SHOW UNIVERSITY

CALENDAR DESIGNED BY MICHELA TANNOIA FROM THE NOUN PROJECT

➤ The day before the

exhibit floor opens, NSSF hosts this premier educational event for the firearms retailer. The 2015 event starts with a keynote delivered by Dr. Linda Talley covering “The 4 Most Important Leadership Lessons in Specialty Store Retailing.” This keynote will include lessons to help you better engage your employees, provide the leadership necessary to achieve great performance, and, ultimately, increase sales and create loyal customers. Afterward, seminar attendees will choose from among four educational tracks: ATF compliance, topics for new retailers, classes for veteran retailers, and promotions and driving sales. The day closes with a lecture by former Marine pilot Patrick “Lips” Houlahan, a business process improvement expert from Afterburner Inc. He’ll share the six steps to mission planning and teach attendees how to apply these lessons to their business. SHOT Show Uni-

versity tickets are $250 for members, $500 for nonmembers. Premium Retail members are offered a single complimentary ticket to SSU.

RETAILER SEMINARS DAY 1 ➤ On Tuesday, the offi-

cial start of the SHOT Show, NSSF will host a number of continuing-ed seminars for independent firearms retailers. The first of these, in partnership with FBI/NICS, will cover “NICS E-Check 2.0,” a live demonstration of the NICS E-Check system and a look at upcoming changes to NICS and its processes. The second class on the schedule, “Cutting Edge Technologies in Store Security,” will review the latest technologies and devices available to safeguard your inventory, customers, and employees. In“The Hows and Whys to Buy,” some top independent retailers will instruct attendees in their philosophy and strategy on buying products, increasing inventory turns, and mitigating the impact of downturns

in sales as it relates to their inventory position. In the fourth session, attendees will meet former ATF deputy assistant directors Harry McCabe and Wally Nelson, who will answer questions on meeting and maintaining ATF compliance. Tuesday’s fifth session is “NSSF Affinity Member Benefits— Saving Our Members Money.” Here, NSSF staff and affinity benefit company colleagues will discuss the products and services that NSSF members can use to increase their business performance and reduce costs.

RETAILER SEMINARS DAY 2 ➤ Wednesday’s sessions

begin with a two-hour presentation covering “NFA Compliance and Best Practices.” This class reviews the NFA process, including how to sell NFA products legally, what pitfalls you should be aware of as an NFA dealer, and how to deal with trusts. Wednesday’s second session focuses on meeting the needs of the new

demographic of the modern shooter. NSSF will lead a discussion that will focus on the opportunities that exist to make our industry more inclusive and provide strategies on how best to reach out to these new markets. The day’s next session, “How to Sell Used Guns,” will be led by veteran retailer Larry Ahlman, who will share the secrets he’s learned throughout his career regarding the buying and selling of previously owned firearms, including the pitfalls to avoid. The final session of the day will be presented by FBI/NICS. “Federal Prohibitors” will review the 10 federal prohibitors that prevent consumers from purchasing firearms, provide sample transactions, and cover the research FBI/NICS conducts to complete a background check and provide a final status to the FFL.

RETAILER SEMINARS DAY 3 ➤ The final day of

classes kicks off with a session dedicated to mer-

chandising to women. Industry superstars Julie Golob and Randi Rogers cover products women want and need from today’s firearms retailer. Thursday’s second session, “Key Retail Numbers,” will explore how to calculate important retail figures from your financials, what they mean, and how to use them in a business plan. The third session, “More Retail Numbers,” will dig deep into inventory turnover and average inventory numbers, how to perform their calculations, and realizing the impact of these numbers on your profit. The day’s last session, “Achieving Business and Compliance Goals,” will provide case studies for making operational decisions that will increase your compliance, reduce legal risk, and help you run your business more effectively and profitably. Most of the sessions listed here are $20, but three—“NICS E-Check 2.0” (Jan. 20), “NSSF Affinity Member Benefits” (Jan. 20), and “Federal Prohibitors” (Jan. 21)—are provided free of charge to show attendees. For more information, please visit shotshow.org/ education.

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U P D AT E

2015 NSSF FFL Retailer Education Seminar Lineup Announced FAIRFAX, VA. JUNE 23 DETROIT, MICH. JULY 13 BUFFALO, N.Y. JULY 21 BELLEVUE, WASH. AUGUST 11 MILWAUKEE, WIS. AUGUST 18 DAYTON, OHIO SEPTEMBER 15 PHILADELPHIA, PA. SEPTEMBER 22

➤ Attendance at NSSF Retailer

NSSF’s Retailer Education seminars are a great opportunity to learn about the latest ATF regulations as well as other compliance issues, such as NICS background checks and more.

SSF recently announced its Retailer Education Seminar schedule for 2015. These invaluable compliance-oriented sessions provide retailers and range owners across the country the opportunity to meet face-to-face with NSSF’s ATF compliance consultants, learn

about the latest ATF regulations, and have their questions about 4473 error-proofing, straw purchase prevention, NICS background check processes, and other topics answered in a highly informative and interactive setting. Seminars are scheduled for the following cities and dates:

CORPUS CHRISTI, TEX. APRIL 13 ANAHEIM, CALIF. APRIL 20 NEW ORLEANS, LA. MAY 11 ATLANTA, GA. MAY 18 LITTLE ROCK, ARK. JUNE 16

Seminars is free for NSSF members; nonmember FFLs may attend for $100. With NSSF memberships beginning at $75, we encourage all retail and range FFLs to join NSSF and plan to attend the 2015 seminar in their region. Invitations to attend each state’s seminar are sent to all FFL holders in the state 45 days prior to the event and include directions for registering. To learn more about the 2015 Retailer Seminars, contact Patrick Shay, NSSF director, retail development, at pshay@nssf.org or 203-426-1320 ext.216.

Daniel Defense to Sponsor NSSF’s 2015 SHOT Mobile App Daniel Defense, the manufacturer of small arms and small-arms accessories, has become the title sponsor of SHOT Mobile, an information-rich, timesaving mobile app for use by all who attend the 2015 SHOT Show. The app, whose main screen will feature the Daniel

Defense logo, allows users to search for exhibi-

tors, navigate the show floor via interactive maps,

find new products and show specials, view seminar schedules, and set up appointments with exhibitors, among other services. Sign up at shotmobile. com to be notified when the app is ready to download for Apple, Android, and Blackberry devices.

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2014 Shooting Sports Report Now Available U.S. Reps Urge FDIC to Probe ‘Choke Point’ In October, one week after more than 30 members of the U.S. House of Representatives asked the Department of Justice’s Inspector General to investigate that department’s role in “Operation Choke Point,” the House members made the same request of the Federal Deposit Insurance Corporation. The DOJ-initiated program was launched to cut off access to financial services to specific types of businesses, starting with nondepository lenders. The program was extended to other industries, including firearms and ammunition manufacturers and retailers. NSSF has been assisting the House Oversight and Government Reform Committee and individual members with unraveling the details of how Operation Choke

Point has affected the industry. Additionally, U.S. Rep. Blaine Luetkemeyer (R-Mo.) is asking businesses affected by Operation Choke Point to come forward and explain their story through a new dedicated email address, choke pointstory@mail.house.gov. The information provided will not be shared without consent. “This platform was created so that if you own a business and have been affected by Operation Choke Point, you can share your story so that I can continue to apply pressure to the Federal Deposit Insurance Corporation, the Department of Justice, and other federal agencies who are applying unnecessary pressure on you,” Luetkemeyer said. NSSF will continue to keep you updated as this progresses.

The 2014 edition of the National Sporting Goods Association (NSGA) Shooting Sports Participation report is now available for purchase. Prepared for NSSF by the NSGA, the report provides members of the firearms and ammunition industry with a current look at participation in eight different shooting sports, as well as the two net categories of hunting and target shooting. This report is available to the general public, but NSSF members purchasing this report will also receive a complimentary copy of the new Industry Intelligence Report, Hunting and Target Shooting Participation. This report is a compilation of shooting-sports-related data from the 2001–2013 NSGA Annual Sports Participation Reports. It provides historical trend data by gender in eight shooting sports and two net categories. Together, these reports can help retailers tailor their marketing efforts and adjust inventory purchases to address today’s trends. Members may log in and purchase the report through the member shopping cart for $150. Non-members may purchase the report for $1,500. For information on joining the NSSF, including a full list of benefits that includes substantial discounts on NSSF research papers and reports, go to nssf.org and click on the Membership heading at the top of the page. Questions? Email membership@ nssf.org.

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

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U P D AT E

NSSF Delivers Value The Outdoor Business Network

ONE MEMBER’S EXPERIENCE

SSF partners with the Outdoor Business Network to offer our members a discount on the web and online services they need. Outdoor Business Network provides firearms-friendly web hosting, shooting range management software, manufacturing websites, online marketing services, and a host of other benefits. For more information, log on to the member’s only side of nssf.org and click on the benefits link.

Eddie Beam (left) and Charles Peters have a combined 105 years of experience to offer their customers. Member: Eddie Beam and Charles Peters, Owners Business: Safe Home Consulting/ Bear Beam Firearms Tulsa, Oklahoma Safehomeconsulting.com

Description of Business: Safe Home Consulting partnered with Bear Beam Firearms to combine the old and new expertise of two companies. Eddie Beam, proprietor of Bear Beam Firearms, is a two-time world record holder in the 200- and 300-yard benchrest competition field, and is also an accomplished hunter. Charles Peters, founder of Safe Home Consulting, has multiple years of experience as an NRA Range Safety Officer and is certified across eight courses in the NRA’s curriculum. Collectively, the pair offers their customers a wide range of experience, advice, products, and hands-on knowledge, including: competition, antique firearms, military experience, hunting, concealed carry, custom pistols, rifles and shotguns, and firearms training. Eddie and Charles strive to meet their customers’ needs with their combined 105 years of experience in hunting and the shooting sports. Experience with the Outdoor Business Network: “The Outdoor Business Network has been very helpful. Their relationship with industry distributors allows our business to connect with our customers in a smaller brick-and-mortar facility, while offering a much larger inventory on our website, Safehomeconsulting.com. Our business model consists of a small mom-and-pop store where we can interact with our customers in a personal way, combined with the OBN-constructed website that shows our customers an inventory of more than 20,000 products. While our store does maintain a physical inventory of a large variety of products, customers can also view and purchase at home, selecting from the wealth of products offered by our distributors. This business model saves a significant amount of invested dollars for the business and meets our consumers’ needs. OBN is a valuable part of our business model, and its staff has been very friendly and supportive.”

Interested in NSSF Membership?

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

Value of NSSF Membership:

“The National Shooting Sports Foundation has been very beneficial to our business by not only providing a significant discount with OBN on the construction of our company website, but also with other member benefits such as SHOT Show, valuable classes, discounts on point-of-sale software, shipping needs, property and casualty insurance, research and literature, employee background checks, credit card processing, security systems, and display cases. On its website, the NSSF provides information on the issues that anyone in this industry should be aware of. The NSSF also stands up for the industry on Capitol Hill, to ensure we can remain strong without becoming more burdened and overregulated. NSSF provides an invaluable service to the firearms industry, and I am sincerely thankful to have such a resource available.”

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B Y J I M C U R C U R U T O , D I R E C T O R , I N D U S T R Y R E S E A R C H & A N A LY S I S

U P D AT E

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

Opening the Clubhouse

More women are shooting. Now what?

ou need to look no further than the covers of New York’s latest Hunting & Trapping Guide, Connecticut’s 2014 Angler Guide, or Field & Stream’s May 2014 issue to see that women are getting their due. It’s great to see images of women gracing covers and feature articles being written about women inside these and other outdoor publications and websites. According to the National Sporting Goods Association’s annual sports participation reports, total shooting participation (hunting and target shooting) grew 8.8 percent, from 28.4 million in 2006 to 31.0 million in 2013. Taking a closer look, participation among males grew only 1.1 percent, while female participation was the main driver, showing an impressive increase of 42 percent during this time period. Clearly the gender-focused marketing and recruitment efforts made by many in the industry have paid off. Many companies are now asking what they can do to keep up the momentum. National Shooting Sports Foundation (NSSF) members in particular have been closely monitoring this trend and asked their trade association to dig deeper into the women’s market. NSSF responded by conducting a comprehensive study in 2014, with an objective to understand female gun owners’ behaviors, attitudes, motivating factors influencing participation in shooting activities, and social and environmental factors creating both opportunities and barriers to participation. The resulting NSSF report, “Women Gun Owners: Purchasing, Perceptions, and Participation,” provides insight to help answer the question, “Now what?” Laura Kippen, president of the research firm InfoManiacs, which conducted this study along with NSSF, said, “This research yielded a variety of key takeaways that, when implemented, should keep the trend of female participation in shooting activities moving upward.” The study had both qualitative and quantitative phases, and the 85-page report outlines responses from

1,000 women on a variety of topics, ranging from where women purchase guns and the sources of information they use prior to making those purchases to factors influencing the purchase of a specific gun and their future purchase intentions. The report also provides readers with previously unavailable data, as well as insight into

membership ranks have swelled to nearly 3,000. “The first wave of women introduced to firearms over the past few years is settling in and finding out how they fit in a historically male-dominated activity,” said Crowder. “Marketers are doing a good job of reaching out to women; however, they need to realize that the longer women participate, the more gender-specific products they will be looking for—and they have the purchasing power to buy such products.”

Maintaining Momentum

Female participation in shooting sports has grown 42 percent since 2006.

ways to increase both participation and spending. Kippen, an avid shotgunner herself, added, “The data clearly shows that women who had some form of firearms training were both spending and participating more than women who did not have training. Quite simply, more training equates to more sales.” An organization providing such training is A Girl & A Gun (AG&AG), based out of Cedar Park, Texas. Its founder, Julianna Crowder, has seen her club grow to approximately 70 chapters nationwide since its inception in 2011, and AG&AG

➤ Back to the “Now what?” question. An easy way to keep the momentum is for all members of the industry to listen and communicate with women and welcome them with open arms. Continuing to incorporate images of women in advertising and sharing stories from women about what they enjoy in gun ownership will also go a long way toward further expanding participation. NSSF will continue to lead the way and provide information to its membership in order that they may make well-informed business decisions related to the female segment. NSSF’s “Women Gun Owners” report will be widely released at a press conference during SHOT Show 2015. Additionally, a special seminar hosted by Julie Golob and Randi Rogers will be held during the SHOT Show on Jan. 21. For additional information on NSSF research, visit nssf.org/research. To learn more about the educational seminars available at SHOT Show, go to shotshow.org.

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FIRING LINE

BY CHRIS CHRISTIAN

An Attractive Alternative

The Smith & Wesson 986 appeals to LEOs as well as serious competitors

he shield man on a SWAT entry team has a demanding job. He has to properly maintain the ballistic shield that protects the team members behind him, leaving only one hand for a firearm to protect himself. Handguns are the norm here, but semi-autos have proven problematic. Experience has shown that if the handgun’s slide brushes the shield while firing it can jam, and the shield man doesn’t have two hands available to clear it.

This is one factor that prompted S&W to chamber its N-frame revolver for eight rounds of .357 Magnum, with compact moon clips to load it. It won’t jam if it brushes the shield. The drawback is that the N-frame weighs 44 ounces; even then, the recoil of the .357 Magnum is stout—especially when fired with only one hand. The new S&W 986 Pro Series (SRP: $1,149) offers an attractive alternative.

enough into the chamber that the firing pin won’t even dent the primer. The gun ships with two moon clips; additional clips are available. A black Patridge front sight, a black adjustable rear sight, and a hand-filling set of synthetic rubber grips complete the package.

On the Range I started with Speer Gold Dot 124-grain+P loads. It has a proven

track record and is widely used by LE. From a 25-yard benchrest, full-cylinder sevenround groups ran just under 4 inches. I was pleasantly surprised by the recoil. Although the bullet is clocking almost 1,200 fps, the recoil was about what I would expect from a 4-inch revolver firing standard pressure 158-grain loads. I unlimbered a 6-inch .357 Magnum that weighs 45 ounces and ran some 125-grain

The Gun Built from stainless steel on the smaller L-frame, the 986 features a 5-inch barrel and a titanium cylinder that trims the weight to 34.9 ounces. Chambered for 9mm, it holds seven rounds and is fed by moon clips. Moon clips must be used because while 9mm rounds will chamber without the clips, they will not fire. They sit far

The S&W 986 is good for LE and civilian self-defense as well as games.

Closing the Sale

Competitive revolver shooters will immediately recognize which games the 986 can play. Locating a source of moon clips is advised, given that only two are provided with the gun. That can add to sales. The 986 can also be attractive to those looking for a homedefense handgun. A revolver has a distinct advantage here. You can clean one, load it, toss it into a sock

Speer Gold Dot .357 Magnum loads through it to compare recoil. There was no comparison. That heavier gun kicked twice as hard as the 986 did and only launched its 125grain bullet a couple of hundred fps faster. Accurate rapid hits were much easier with the 986. In a self-defense situation, a couple of good hits with a 1,200 fps load beats poor hits with a 1,450 fps load. The 986 was far easier

to control than a .357 Magnum, which weighs considerably more. Further benchrest testing showed that the gun liked 115- and 124grain bullets. Various factory loads stayed in the 4-inch range at 25 yards, while 147-grain loads expanded to 6-inch groups. That’s more than adequate for LE and civilian self-defense use. But this gun can also play games. It is an ideal revolver for Steel Challenge. Light, nimble, and with a good sight radius, it provides seven rounds to hit five metal plates. There is no power factor in this game, and handloaders can make 9mm loads that kick like a .22LR. USPSA recently changed its rules to allow seven-, eight-, and nine-shot revolvers to compete in its Revolver Division. The 986 is also legal in ICORE’s Limited Division. (smithwesson.com)

drawer, and 10 years later grab it and expect all rounds to fire. That’s not the case with semi-autos. Their springs can take a set, lubricants can congeal, so their reliability in long-term storage is questionable. That’s a plus for home defense, especially in states that have restricted the magazine capacity of semi-auto handguns to 7–10 rounds. Ask a simple question: “If your home is invaded, would you rather have 7 rounds you know will fire, or 7 to 10 rounds you’re not sure of?”

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UNDERCOVER SHOPPER

Pocket Pistols

Finding a small handgun for concealed carry in New Mexico should be easy, right? Not necessarily h, boy, Albuquerque. Talk about a gun-friendly town, loaded with gun-store options. I wanted to see if this city’s various gun stores offered pocket pistols for concealed carry. Also, since I visited before the heat of the summer, I figured it would be a great time to discover pocket pistols for warm-weather carry.

STORE A

HIGH HOPES

➤ In a centrally located spot near the university, this store should be next to the definition of “gun store” in any Shooter’s Bible. I had such

high hopes as I entered the store—until all the sales reps promptly ignored me when I approached the counter. In fact, one of the sales reps waited on a guy who walked in behind me. (I really try not to

take this stuff personally.) Another sales rep then took pity on me. He began showing me options in pocket pistols, which included Rugers and Smith & Wessons. He brought out a mix of used and new pis-

tols. The other sales rep asked him if he would show me the 9mm in purple. After all, I am a woman. I mentioned that I’d probably have to shoot these guns to decide which one I liked. Another sales rep overheard that comment and recommended that I go to a competitor that has a range and rent these guns. “You’ll come back here to buy it,” he said, “because we have the lowest prices in town.” There’s also a retro diner across the street that not only serves super coffee, but also green-chile-smothered Southwest fare. After all, when in New Mexico, you should remember to “keep calm and eat green chile.” STORE B

➤ The second store sits off a busy four-lane highway with mom-and-pop stores around it. The store greeter, an old yellow Lab, sauntered over to me, and it didn’t take me long to realize that the sales associate there mirrored the dog’s attitude. Although he immediately waited on me, and showed me the two Rugers that were available, he didn’t seem particularly interested in selling anything to me, except maybe a Kahr in 9mm. Oh well. Ho-hum. I could also have purchased some old placemats or a kachina-doll wall hanging, done in a sand medium. Someone is using this place as a garage-sale venue.

PIXEL PUSHERS

GARAGE SALE

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UNDERCOVER SHOPPER STORE C

BLONDES HAVE MORE FUN ➤ This

one is a scaled-down sporting-goods store. I waited while a younger woman with long, blonde hair walked in behind me and presented layaway tickets from her exhusband. It took a while to sort that business out. When the

sales associate figured out the lady couldn’t legally claim her ex’s property, he finally turned to me and laid out three guns on a pad on the counter. He then started to walk away, saying I’d probably want a .380, but then again, maybe I’d like a gun in .40 or .45. I left wondering just how big he thought my pockets were.

STORE D

STOCK TROUBLE ➤I

always love to include bigbox stores in the mix; you never know what type of service you’ll get. This one sits among several other large chain stores in a shopping center off an interstate exit. I had to wait for service, but several sales associates told me they’d

help me as soon as they were finished waiting on someone else. Rugers—in LCP and micro-LCP—ruled the lineup. The sales associate told me that they could not keep any pocket pistols or other small firearms in stock, and I believe it. While I stood there, they sold three handguns (Smith & Wesson Bodyguards and Shields).

How’d They Do? Customer Service

Product Knowledge

Product Availability

Although a bit slow in greeting me, when the sales reps realized they might have a paying customer, they all became interested in helping me, and did so with aplomb.

A one-star demerit for the teammate who suggested that I’d like a purple gun in 9mm for my pocket. Seriously?

Good lineup. Mix of used and new handguns with can’t-be-beat prices!

Yawn. Dim lights, a tired dog, fleamarket items, and a sparse selection of handguns combined with a lackluster attitude would dampen any shooter’s enthusiasm for purchasing a gun here.

Oh, I don’t know. I think I’ll give it two stars…but it’s such an effort.

Hardly any choice at all. And the sales associate didn’t offer to order anything for me, either.

I’m thinking of hiring a Victoria’s Secret model to accompany me on my next go-round. I think it would be interesting. When you ignore a middleaged, neatly dressed woman standing at your counter and search the door for a new customer, it smacks of ignorance. Find a dating service!

The sales rep put out all the guns he had in his lineup, and then started to walk away. Really. He just left me there with three options. “Let me know if you have any questions about how to use these guns.”

Not much. He had no interest in finding a gun for me, nor in ordering one.

Quick, attentive service. He pointed out the laser options and explained why I might like those, too.

He knew about product break-in time and lasers. Also knew what constituted a pocket pistol.

Keep checking back, they said. The sales associate told me they can’t keep these little numbers in stock. He didn’t mention if I might order one, either.

STORE

SCORING SYSTEM: Outstanding:

Very Good:

Average:

Winner: STORE

Ron Peterson Firearms LLC is the largest gun store in New Mexico. Although the store could do a better job of greeting its customers— especially women—it did not disappoint overall. Ron Peterson Firearms LLC 4418 Central Ave. SE Albuquerque, NM 87108 505-255-8695 ronpeterson firearms.com

Fair:

Poor:

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Ask our Customers Itâ&#x20AC;&#x2122;s human nature to complain frst and sing praises later. Not so among Del-Ton customers. Our customers give us a nearly perfect score on performance, service, and quality. Selling Del-Ton rifes gives you the opportunity to sell a quality rife backed by great customer service and a lifetime warranty to the original owner. Youâ&#x20AC;&#x2122;ll have fewer returns, less hassles, greater proftability and happier customers. Ask your distributor about stocking Del-Ton rifes.

w o h S t o h S e stop by

7 0 4 0 3 # h t o B

Pleas

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PHOTO BY MITCH KEZAR

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DDEEC M BBEERR 22001 144 CE EM

PAGE

27 They say, “Clothes make the man.” They also make the hunter, especially in figid weather

SNOW DESIGNED BY TIMO W FROM THE NOUN PROJECT

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n November 1812, the tattered remains of Napoleon’s Grande Armée staggered out of Russia, a ghostly, frozen shell of itself. By some estimates, the retreat from Moscow cost the French the lives of nearly half a million soldiers and some 30,000 horses. It was one of the epic disasters of military history. The debacle came to mind as I sat on a deer stand, 12 feet off the ground in subzero weather last fall—at the exact time of year of the French retreat and at nearly the same latitude as the Russian capital. But rather than facing saber-wielding Cossacks, I was after the legendary whitetails of Saskatchewan. For years this province has produced huge whitetails, the

size of which fire the imaginations of deer hunters everywhere. As a result, every year hundreds of American deer hunters make a pilgrimage to the prairie province and its alternating bands of farmland and forest—perfect deer cover. The fond hope is to score one for the book—Boone & Crockett. And though, in reality, fewer deer these days break the magic 170, lots of big-bodied 130- to 150class deer are taken. Chances are you’ll see more big deer in one week than you’ve seen in a lifetime hunting in the States. There’s just one catch— and it’s a big one. Can you handle cold weather? I’m talking about the kind of cold that numbs your toes and gnaws at your soul; the kind of cold with a capital “C” that presses relentlessly down upon you like some ponderous, crushing weight. When I was preparing for my first trip seven years ago, I called a friend who has hunted there many times to inquire about the weather and how I should dress. He said, “It probably won’t get much below zero, but be prepared for 30 below.” Then, before I left, I called a buddy at my gun club who also has hunted in Saskatchewan. He said, ”My advice to you is to kill the first deer you see and

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get the hell out of there. I froze my ass off.” That trip, during which I logged more than 50 hours on an unheated stand (in temperatures that dropped as low as -13 F.), turned into an epic endurance contest. The biggest issue was my insulated boots, which were not remotely up to the task. The rest of my hunting togs provided just enough warmth to keep me in the game, and by the time I finally dropped a nice older buck, I had learned a fundamental truth about hunting: You can hunt when you’re uncomfortable, but if you’re miserable, you’re done. So, when I decided to go back last fall, I made sure I would not be miserable. And your job as a retailer is to help ensure your customers won’t be miserable either. The good news is there are some really good products out there that can help keep your guys on stand, in relative comfort, for as long as it takes to get their deer. When a customer asks about cold-weather gear, before you pull out a jacket or a pair of boots, ask him three key questions. First, where will he hunt? Second, when? Third, will he be sitting still in a stand all day, or will he be moving around a bit on a spot-and-stalk? The answers to each will help you best fit the gear to the customer. As an example, a spot-and-stalk elk hunter in

SMARTWOOL The NTS Mid 250 Zip T slips over a merino wool T-shirt. A zipper allows a hunter to “open up” while walking in, avoiding overheating and heat-robbing sweat.

Oregon in October does not need to layer up as much as the whitetail hunter condemned to a stand in Minnesota in December. Once you’ve determined where and when, you can help him select the proper gear. But from here on out, I’ll focus on hunters in extremely cold weather, because in this case, clothing options can truly be a matter of life or death.

CRITICAL LAYERS You build a good fire by carefully assembling

the wood for the most productive burn. You could say the same about dressing for a long sit on stand. I hunted in polypropylene base layers for years. Problem is, after a week in camp the garments stink, and no matter how many times they are washed after that, they always retain a slightly musty smell. The better option is merino wool. The Merino sheep is custom-built by nature to survive in extreme environments. Its thin, lightweight summer coat

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FRIGID DESIGNED BY JORY RAPHAEL FROM THE NOUN PROJECT ; COLD DESIGNED BY HUNOTIKA FROM THE NOUN PROJECT

allows it to stay cool even when temperatures rise to 95 degrees; in winter, the animal grows a second, thicker coat that allows it to retain warmth even if the mercury drops below zero. In addition, the wool is breathable. It wicks water vapor away from the skin quickly, allowing it to evaporate before you begin to feel clammy. “Unlike synthetics, Icebreaker merino is an ‘active’ fiber that works to keep your body at its ideal temperature in all conditions,” Jeremy Moon, founder of New Zealand– based Icebreaker, told me last year. “Merino combines all the best performance qualities of traditional wool and synthetics. It’s warm in the cold but cool in the heat,” he said. “It’s also odor-resistant, very quiet, and low bulk.” But one great advantage, he said, is that merino wool “is easy care. To clean, simply put it in a washing machine, no special detergent required, and wash on the gentle cycle.” The one caution here is to keep it out of the dryer. Let it line dry. For the past three years

I’ve worn merino wool underwear, base layers, and midlayers from Icebreaker (icebreaker.com) and Smartwool (smartwool.com). This a good start for the cold-weather hunter. I’m not going to list every layer I wore during testing, but here’s a representative sample. The initial layer is underwear: Smartwool’s NTS Micro 150 boxer brief ($50) and Icebreaker’s lightweight Oasis SS Crewe ($75). Follow with Icebreaker’s Apex 260 Midweight leggings ($110) and Smartwool’s NTS Mid 250 Zip T ($100). For my Saskatchewan hunt, I slipped on two pairs of leggings, one from Icebreaker and one from Smartwool, because I knew I would be sitting all day in below-zero weather. On top of all that, I added an Icebreaker Sierra long-sleeve zip ($180). The zip I tested was 100 percent merino; it now is available as a blend (86 percent merino wool, 10 percent nylon, and 4 percent Lycra) for improved ease of movement. I didn’t wear camo base layers, but for your customers who prefer this look, recommend Icebreaker’s Ika line, available in Mossy Oak Infinity.

ICEBREAKER The Oasis SS Crewe is a good place to start. Follow that with the Sierra long-sleeve zip, which is now available in a wool, nylon, and Lycra blend.

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How Cold Is Too Cold for Hunters?

Hunters are traditionally considered a hearty crowd for their perceived ability to rough bad winter weather. But just how cold is too cold to keep hunting? According to a HunterSurvey.com poll conducted last winter, the majority of hunters are still willing to hit the woods even when temperatures plunge into the single digits. But when it drops below zero, most agree itÕs time to call it quits. The survey divided hunters into six regional groupsÑGreat Lakes States, Northeast States, Northern Plains States, South Central States, Southeast States, and Western StatesÑin order to best gauge how hunters in different parts of the country react to cold weather. Hunters polled were asked Òat what temperature did it become too cold to hunt.Ó The findings were interesting and may help you determine just what cold-weather lines to carry.

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BETWEEN 21 AND 30 DEGREES F.

GREAT LAKES STATES: 3 PERCENT NORTHEAST STATES: 5 PERCENT NORTHERN PLAINS STATES: 3 PERCENT SOUTH CENTRAL STATES: 10 PERCENT SOUTHEAST STATES: 9 PERCENT WESTERN STATES: 8 PERCENT BETWEEN 1 AND 10 DEGREES F.

GREAT LAKES STATES: 31 PERCENT NORTHEAST STATES: 40 PERCENT NORTHERN PLAINS STATES: 18 PERCENT SOUTH CENTRAL STATES: 51 PERCENT SOUTHEAST STATES: 52 PERCENT WESTERN STATES: 36 PERCENT

The tipping point seems to be 0 degrees. In every region, except the Northern Plains, an additional 25 to 32 percent of hunters report it is too cold to hunt. In the Northern Plains, the figure is another 21 percent who opt to stay at home near a warm fire. ÒSome of the findings are about what you would expect,Ó says Rob Southwick, president of Southwick Associates, which designed and conducted the survey. ÒHunters used to cold weather in the Northern states are more willing to hunt in slightly colder temperatures than those hunters in the South, where it rarely gets that cold. That said, it isnÕt until temperatures drop below zero that the majority of hunters nearly everywhere are ready to join their Southern brethren indoors for a hot breakfast.Ó Okay, will that be sunny-side up or over easy?

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LAST LINE OF DEFENSE

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SITKA The Gore-Tex Incinerator down jacket is a top-tier item, but in conjunction with the Incinerator bibs, the pair allows a hunter to sit for hours in relative comfort even when the thermometer dips below zero. Adding the Kelvin Primaloft vest would be a good idea.

tently brushed the stock of my rifle against the plastic camo top that covered the treestand.) I also wore a Sitka Kelvin vest ($190), which uses 170 grams of Primaloft insulation. The Rocky Arktos waterproof bib ($155) and waterproof insulated parka ($165) each feature 100

grams of Thinsulate. The exterior of both is a softto-the-touch (and quiet) polyester micro tricot. Though not as warm as the Sitka combo, the jacket and bibs performed well enough to let me hunt all day. The advantage of carrying both is that you can offer two vastly different price points for your customers.

FOOT SENSE

ROCKY The Arktos insulated parka delivers warmth and comfort at a reasonable price.

While a hunter chilled to the bone can don extra layers (assuming he had the presence of mind to bring them along in a day pack), there’s no way he can wear two pairs of boots at the same time. It’s imperative for the coldweather hunter to buy enough boot. Though many manufacturers advertise cold-weather ratings, they don’t really mean anything. After the epic fail of my insulated

boots on my first hunt in Saskatchewan, I called the manufacturer. I was told the ratings didn’t really apply to hunters sitting in treestands because you were now “surrounded by all that cold air.” So, last fall I sought out a Canadian boot manufacturer—Baffin—known for building stout coldweather boots. On their recommendation, I selected the Impact boots from the Polar Series ($225; baffin.com), which uses nine layers to create a warm, vapor-wicking interior. Frankly, you’ll feel like you’re wearing Frankenstein boots, they’re that stout. They’re not practical for still-hunting, but for sitting on stand all day in subzero weather, they’re the bee’s knees. When you discuss extreme cold-weather boots, make sure to tell the customer to go up one size. That’s because the

FALLING ICE DESIGNED BY SIWAT VATATIYAPORN FROM THE NOUN PROJECT

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Outerwear will be a hunter’s last line of defense, so make sure to emphasize the importance of buying quality. One of the hunters on that Saskatchewan hunt didn’t truly understand just how cold it could get and that we couldn’t get off the stands to walk around and warm up. (This was a rule imposed by the outfitter for two reasons: First, movement would spook the deer; second, the country in which we were hunting was so vast and trackless that a wandering client could easily get lost. And at -10 degrees F., a lost hunter is, most likely, a dead hunter.) I’m not a bib overalls kind of guy, but the system makes sense in cold weather, as the bibs help trap warmth against the body. (The bibs are also a useful pouch for your lunch. If you leave it in the pack, it will freeze solid.) I used bibs and jackets by Sitka (sitkagear.com) and Rocky (rockyboots.com). The Gore-Tex Sitka Incinerator jacket ($600) boasts 5.7 ounces of 700fill European goose down. The Incinerator Bibs ($470) were also made with goose down. The company likes to call the combo “a waterproof walking sleeping bag.” I won’t disagree. The pants feature side zippers, which not only makes for easy on and off, but lets you open up a bit on the walk to the stand so you won’t overheat. In addition, the lightly brushed polyester face of the jackets and pants makes the garments very quiet—a real asset Up North, as sound travels farther in the cold. (I saw a deer at 65 yards quickly look up when I inadver-

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extra room provides an insulating layer of air that helps keep the foot warm. You also need to tell buyers that because they’re not moving around (doing so generates body heat), their feet will get cold over time. So, sell them a bunch of chemical heat packs that can be stuffed inside the boot as needed. I used hand, toe, and foot warmers from YakTrax (yaktrax. com). They’re inexpensive and take up very little room in a pack. In extremely cold weather, they’ll be surprised at how many packs they’ll go through in a week. Another option would be Thermacell ProFLEX Heated Insoles foot warmers, powered by rechargeable (via wall charger or USB cable), removable lithium-ion polymer batteries embedded in the foot warmer insoles. All you do is place the insoles inside your boots and activate with a wireless remote. The remote also allows you to adjust heat level (high or medium). Thermacell claims a fivehour runtime (less, as I discovered, if you keep the heat on high), so on a long stand, bring along a spare set of charged batteries, which takes four hours to recharge ($180; thermacell. com). In theory, the insoles are a good idea, but in Saskatchewan they ran up against their design limitations. I wore them in a lighter set of Rocky boots while we scouted and sighted in the rifles, and the insoles performed well. But when I sat for hours in subzero temperatures, I found it was a struggle to keep my feet warm. If your customer intends to sit for three to four hours at a time, and then take a break to

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warm up, the insoles are just the ticket. But for an all-day sit in the deep freeze, they’ll need oldfashioned chemical warmer packs. (I did wear the insoles through the winter, and they performed very well in the kinds of temperatures most hunters will encounter in late fall and winter.) I also wore a pair of classic heavy-duty winter hunting boots—Sorel Caribous ($140; sorel.com). The boots feature seamsealed waterproof construction and have a removable felt inner boot for added warmth. I would recommend these for the hunter who intends to sit part-time and wants to move around a bit during the day. You can sit all day as I did, but in that case bring along some chemical heating packs.

One behavior that’s always astounded me is the number of hunters who will shell out big bucks for quality boots and then go cheap on socks. It doesn’t make any sense, and a lousy pair of socks just about ensures a miserable day on stand. Again, I recommend merino wool, sometimes in combination with nylon and spandex. I wore Icebreaker and Smartwool socks, as well as the Cedar Falls from Farm to Feet ($26; farmtofeet.com) and the FITS Expedition ($18.99; fitsock.com). They all performed at a high level. “When it comes to a premium sock rack, it may represent one of the highest value per-square-foot ratios in your store,” says David Olson, FITS Midwest sales representa-

Plan B

The space blanket many customers have had tucked away in their hunting pack for years really won’t be much help if they get stuck overnight in the winter woods. There’s no good way to seal a space blanket around you, and most of them shred pretty quickly. Time for Plan B. The SOL (Survive Outdoors Longer) Escape Bivvy from Adventure Medical Kits is an effective emergency shelter. Tucked inside the bivvy, a stranded hunter will be comfortably safe in the coldest weather. The water-resistant and windproof fabric’s micro pores allow body condensation to escape— the major liability to standard bivvies—so the user doesn’t have to choose between staying warm or staying dry. With the side vent zipped shut, the hood closure cinched tight, and the system reflecting 70 percent of their body heat, the emergency shelter will let them weather just about any storm. And the blaze-orange exterior makes them more visible to the folks who’ll be looking for them. Pulled over a down sleeping bag, the shelter significantly boosts the bag’s temperature rating and keeps everything dry. Packing the 8.5 ounce, 8.5x4-inch bivvy is well worth it for anyone who could get left out in the cold. Also, it would be smart to have one in the glove box in case the vehicle gets stranded in bad weather. (SRP: $50. 800-3243517; adventuremedicalkits. com) —Tim Irwin

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BAFFIN The Impact is a multi-layer boot that retains warmth via a vaporized aluminum membrane that reflects energy (heat) back to the foot.

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THERMACELL A remote control sets the heat output on a pair of battery-powered heated insoles.

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Cold Feet?

Foot care tips for the aging outdoorsman By Tom Mohrhauser In the early 1960s, I started hunting in a pair of ancient green rubber “insulated” boots with tan soles sporting the words “steel shank.” Brrr! The insulation was really delivered by many pairs of socks, and after prolonged exposure, frostbite at some level was virtually unavoidable. Since then, things have gotten much, much better. Today, products to combat cold feet range from vastly improved boot design and materials to various exothermic heatpack offerings and new power-source advances for heated insoles and socks. Today, there is really no excuse for suffering the cold feet of days past. That said, diabetics and heart patients, now growing in numbers, face additional challenges specifically brought about by those conditions. Diabetes creates issues— such as neuropathy and the correspondent nerve damage or hyperhidrosis resulting in overactive sweat glands—for the feet and lower extremities. Lower leg circulation issues resulting from diabetes and/or bypass surgery also confront a substantial number of sportsmen. There are three factors for aging outdoorsmen to consider: circulation enhancement, moisture control, and supplemental heating. Comfort requires attention to each as the seasons, region, or pursuits change.

MOISTURE CONTROL

Boots are often mission-specific—for example, waterfowling versus upland, or sitting versus active. Rubber boots, designed to keep water out, can often make internal evaporation harder. As a result, footwear breathability (leather versus synthetic materials) becomes a major consideration depending upon specific field pursuits. That said, wet feet lead to cold feet, plain and simple. A motorcycle policeman once offered me a very useful tip: Spray anti-perspirant on your feet prior to socking up. Doing so helps retard moisture formation, which helps extend foot comfort in the cold. Today, there is an unbelievable spectrum of moisturewicking specialty socks designed to pull moisture to evaporation points.

CIRCULATION ENHANCEMENT

Lower leg cramping either during or post activity can be debilitating and end your activity early and maybe for days. Bypass surgery patients have routinely been given guidance to wear over-the-calf compression socks to help maintain healthy lower leg circulation. Those product offerings now range from post-surgical hose to sportspecific models designed for the lower-leg demands of the sport to diminish serious cramping. One example is Oxysox (tck sports.com), which uses Dupont Coolmax to deliver maximum moisture wicking and Lycra for enhanced support. Another good choice is the merino wool Compression Wave ($39.95) from Point 6 (point6.com).

SUPPLEMENTAL HEATING Product offerings in this area utilize two technologies—electric or exothermic chemical packs. Exothermic heaters are technically batteries (a carbon-and-metal-shaving mixture) that essentially produce heat by shorting out. The advantages of these products are size variability—which range from toe-only to full-footbed heaters—and portability. One manufacturer even has an orthotic footbed designed to enhance airflow through the boot via heat packs designed to fit in the toe. Inserts are also provided for non-heating use. For a long day afield, these products offer portability because of their compact size.

TIM IRWIN (HUNTER)

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tive. “Making that rack work for you means keeping it well stocked and staying ahead of shortages during key sales seasons. The enlightened buyer will see an empty spot on the wall as lost opportunity and revenue. “For customers buying a $300 or more pair of boots, persuading them to also invest in a good pair of socks should be an easy sale. Keep your staff up-todate on the differences between sock brands, technologies, and pros and cons of certain fibers—cotton vs. wool vs. synthetic, for example. Many customers probably see socks as a commodity just as easily purchased at Sam’s Club. It’s up to your staff to help them understand the value of a $20 sock and match up the right sock with the right activity.” It all boils down to this: If a hunter’s feet get truly cold, he’s no longer in the hunt. He’s now focused on just how miserable he is and thinking about bailing out. But if he’s equipped to properly deal with the cold, though he may feel some discomfort, he now has the ability to wait it out. And that’s the key to many successful hunts.

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DDEEC M BBEERR 22001 144 CE EM

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PHOTOS BY TIM IRWIN

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To sell cold-weather gear, you need to understand just what cold weather can do to the unprepared B Y D AV I D E . P E T Z A L

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like hunting in cold weather. Mosquitoes and black flies take the winter off. Serpents go into dens. It snows, which makes game stand out and tracking easy. However, I don’t regard cold as a friend. The fact is, with a little help from you, a drop in temperature can wreck your hunt or even kill you. The first year I hunted in Montana, in 1971, a couple of inexperienced types set off for a day of fun and games with elk. When they left camp in the morning, it was in the 50s, sunny, and not a cloud in the sky. They wore wool shirts and nothing heavier. By evening a blizzard had come in. Their bodies were found the next spring, having served as dinner for coyotes.

SLIPPERY SLOPE

Because we’re mammals (at least some of us), we’re able to operate within a broad temperature range because our core body temperature remains constant at around 98.6 degrees. The catch to this arrangement is that if the temp goes much above (or below) 98.6, we become dead mammals. A dangerous rise in body temperature is called hyperthermia; a perilous drop is called hypothermia. It’s pretty easy to become hypothermic, and once you get on that slippery slope, it’s very tough to stop. Hypothermia occurs because you can’t get warm. The average person in good shape can take about three hours of not being warm enough before shivering sets in. This is the body attempting to heat itself up. Eventually, the shivering becomes uncontrollable and unstoppable. Your body temperature is now somewhere around 95 degrees and you are Stage One hypothermic. Stage One is about the only chance you have to save yourself; when you get to Stage Two, the issue is in doubt. At this point, your body decides it had better do something, so it will start pulling blood away from its surface and sending it to your innards in an effort to

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heat things up. Unfortunately, one of the places the blood comes from is your brain, and this interferes with rational thought and coordination. That means you know something is wrong, but you have no idea what it is and no clue what to do about it. Your hands don’t work, so you can’t light a fire—even if you could figure out what the hell was going on. At this point, you’re well into Stage Two. Stages Three and Four are pretty

much academic. As your temperature drops lower, your heartbeat becomes erratic and your body shuts down. At Stage Four, or profound hypothermia, there is little chance you’ll survive, even if someone finds you and gets you help quickly. If you’d like to read a blood-chilling description of what it’s like to die this way, get ahold of Jack London’s great short story, “To Build a Fire.” It’s the tale of an Alaska tenderfoot who goes traveling at

Wool’s nemesis is wind. If the jacket doesn’t come with a windproof liner, a hunter needs to don some sort of windproof underlayer in order to stay warm.

70 below, falls through the ice, and pays with his life for being a dumbass.

STAYING ALIVE So, how does a hunter stay alive in the deep freeze? First, be aware that a great many hypothermia cases occur when it’s not particularly cold. You can get into big trouble with your core temperature when it’s below zero, but you can also do so quite nicely when it’s 40 or 50 degrees. All it takes is wind or water—or both. Wind is a killer. It doesn’t have to be bitter to suck the life right out of you. One of the two coldest days I’ve ever spent in the outdoors was courtesy of 40-degree temperatures, a constant wind, and an expensive parka that was advertised as windproof but wasn’t. The other was in the Bridger Mountains in Montana, when it was really cold. A gale wind came up, and my wool hunting coat was not up to the job. Wool has great and admirable qualities, but it sucks at stopping wind. If you wear wool, it had better be lined with something windproof, or you better have something on underneath that will keep out the gales. You also need a hood and a drawstring at the waist or bottom of the coat to keep

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You can get wet from rain, sleet, or snow. You can also get wet from sweat. That’s why you avoid cotton.

the gusts from blowing underneath and chilling your inner parts. Water is equally dangerous. If you get wet, you’re in a world of trouble because wet skin loses heat far more quickly than dry skin. Do not wear cotton. Cotton, as experienced cold-weather hands can tell you, is a killer. It’s great for hot weather because it draws the heat away from you, but this same quality, when it’s cold, will cause you to attend your own funeral. Wool, on the other hand, is warm even when it’s wet. You can get wet from rain, sleet, and snow, but you can also get wet from sweating, which is just as bad. The way to avoid this is to think ahead. If you’re going to hike up a mountain and then wait at the top in the wind in order to shoot something, you don’t want to sweat while you’re making the climb. Take off your hat, your gloves, and your scarf, and open or take off your coat. Don’t worry about getting

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A Few Items of Equipment

cold; if this is a real climb you’re making, your little body will be glowing like a furnace before long. The worst thing that can happen to you is going through the ice. If you go in up to your waist, you may only lose your feet. If you go in over your head, you can die from the shock of the cold water, or you won’t be able to pull yourself out and you’ll freeze to death where the trout can nibble at you. If you’re able to get out, you’ll have only a few minutes in which to build a fire. I don’t mean a small cooking fire; I mean a serious conflagration with flames as high as your head. As a Montana friend of mine once described it, “Burn down the damn woods.” On two occasions, it was so cold that I and the person I was hunting with stopped to build a fire. Neither of us was wet, but it was clear that unless we got some heat from somewhere, we were going to be in trouble.

THE CHEECHAKO’S MISTAKES The doomed tenderfoot, or cheechako, in London’s short story made two fatal mistakes before he even set foot on the ice. First, he was traveling when it was simply too cold to travel safely; second, he was traveling with only a sled dog for company. Dogs are notoriously poor at making fires. Much as I admire solitude in the wilderness, it’s not a prescription for a long life if your luck goes south. If you have a partner who is competent in the outdoors, it can mean the difference between life and death. Do not select your hunting friends on the basis of their personality. I know a number of folks who are great company but who would be useless in an emergency. If the weather is really extreme, and you don’t have someone to help out in a pinch, you might want to wait until things improve. Prudence isn’t a bad thing at all.

Over the course of 50 years of hunting, I’ve come across a number of things that really do work in the cold. Cabela’s Heavyweight Silk Long Underwear: Warm when wet, no itch whatsoever, doesn’t stink. Every synthetic long john I’ve ever used smelled like the southwest corner of Hell after one day. (cabelas.com) Ullfrotte Merino Wool Terrycloth Long Johns: All the virtues of the above, and warmer to boot. I won’t use anything else. Made in Scandinavia, where they know from cold. (gransfors.com) King of the Mountain Bushman Shirt: The best wool shirt I’ve ever worn. Costs a bundle, and worth every penny. (kingofthe mountain.com) Wiggy’s Cagoule: A rain parka on steroids that will fit over you and your pack. Squashes into a light, small package and is genuinely wind- and waterproof, but will cook you if you try to hike in it. In wet country, I always have one in my pack. Always. I should add that Wiggy’s makes the best insulated clothing, and they have a lot of excellent gear that you don’t see elsewhere. (wiggys. com) Finally, much as I dislike electronics of any kind, a two-way radio that works makes a lot of sense. Keep it inside your coat, where the cold won’t kill the batteries. (motorolasolutions. com) —DEP

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WHEN YOU FOCUS ON HEART, THE NUMBERS WILL FOLLOW

PROFILE OF

Lew Danielson BY

Frank Miniter

The Rules That Built an Industry Leader DECEMBER 2014 ❚ SHOT BUSINESS ❚ 39

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hen something handwritten is framed and hung on a wall, it has a greater significance than a mere photo. When that something is a list, you want to know what made the list. When the handwritten list is on the wall of a business leader you’ve long respected, a man who founded and grew a company into a trendsetter, you want the whole story. When I ask about the framed list in front of me, Lew Danielson’s eyes glisten as he says, “Oh, that’s the foundation of our success.” He stands and takes the frame off the wall. We’re in his office in Wilsonville, Oregon, located in an industrial park of one-story buildings not far from Portland.

Danielson is the founder and chairman of the board of Crimson Trace, the preeminent maker of lasersighting systems for firearms used for personal protection. His company has long been at the forefront of pushing gun accessories into the future. He says, as he hands the framed list to me, “This got us where we are today.” There are two handwritten lists on the sheet of notebook paper. They are written in black ink on a sheet of paper torn from a legal pad in 1994. He tells me he used to read these aloud with his business partners—mostly engineers—every morning. Small edits show it was tweaked and added to until they thought it perfect. So perfect, he says, they got so they could recite the lists without the piece of now crinkled and smudged paper. When that happened, Danielson put the lists in a frame and tacked it on the wall. Under the title “Our Mission: What it’s going to feel like” is: Our futures are financially secure. We all own part of everything. Work is fun. Our tools and equipment are topnotch. Our customers love us. Our building and property are impressive, to say the least. We own other profit-making corporations. Our profits are at all time highs. Our competition cannot touch us. We are moving forward into the future. He proudly says these 10 hopes and dreams aloud to me as he did every morning with his team for years. I ask him about the other profit-makers. “You need to focus on a quality product and to treat your customers like kings,” he says, “but there

are always other ways to bring products with the same or similar engineering to alternate markets. This expands your customer base and forces you outside the box. Do this, and you’ll find your real market isn’t where you thought it would be. Then you’ll really find success.” Danielson added a second list soon after the first. He thought the mission statement was dead-on, but he soon found they needed another set of actionable declarations. Together, they brainstormed up these 11 rules under the title “How do we get there?” Commit to teamwork. Secure a topnotch customer base. Treat our customers like kings. Continuously evolve, change, improve. Seize opportunities. Take risks. Accept, acknowledge, and learn from innovators. Hire topnotch people. Education—schools, seminars, cross training…. Be honest. Develop and market new products. I remark that that last one seems like an afterthought. Wouldn’t most consider it to be rule number 1? “Quality and innovation are fundamental,” he says, “but that’s understood. It’s how to create an environment that puts you on top and keeps you there that’s the part we needed to develop and keep.” After a little more thought, he adds, “The rules to run a business by must deal with people, not products. This is because people create the products. When I hire someone—and I still interview everyone—I ask them about their hobbies and passion. I want to know them as a person—I figure if they made it to my office, others have already vetted

40 ❚ SHOT BUSINESS ❚ DECEMBER 2014

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their résumé. When I ask someone if I can count on them and they get these misty eyes and tell me they better believe I can, well, then I know I have a loyal and passionate part of the Crimson Trace team.” Danielson followed his passion into this business. He started the company by going to small gun shows with his products—laser sights custom-built into the frames of pistols. These sights were hip right from the start. Thanks to Hollywood, everyone recognizes what a red dot means in the darkness. The custom-made models were selling, but they proved to be too labor-intensive. So, as Danielson and his group of engineers completed contracts for various other businesses, they stayed late into evenings engineering solutions to making laser gun sights that would be easy to install. After a series of breakthroughs—and a lot of reading off of those lists— Crimson Trace basically invented its own category with laser grips made to fit many popular gun mod-

els. They now work with many firearms manufacturers so their products hit the market together. Though that is an inspirational entrepreneur’s story based on sound principles, there was something much more important in the room. I had the feeling this other, bigger thing is too often missed by business leaders today. Danielson, you see, isn’t a cuddly bear of a manager always spewing inspirational jargon. He’s a straight-talking engineer and a self-made man. He has a beard and a Western mustache with those pointy-waxed tips. He loves riding Harleys and shooting pistols—sometimes at the same time. He had the greatest month of his life one summer when, after working for years to build his business, he left it in capable hands and just rode away on his Harley. He wound up in Wyoming, hanging out in cowboy bars, shooting his guns out under the big skies, and making friends with the local ranchers. No one would have guessed he’d grown a business into a multi-

CTC Lasergrips and Laserguards not only allow a competitive shooter to get on target faster, but that red or green light, when focused at close range on the body of a miscreant, sends a strong message to back off or suffer the consequences.

DECEMBER 2014 ❚ SHOT BUSINESS ❚ 41

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The annual Crimson Trace Midnight 3-Gun Invitational helps demonstrate the effectiveness of laser sights.

YOU NEED TO FOCUS ON YOUR PRODUCT AND TREAT YOUR CUSTOMERS LIKE KINGS.

million dollar company and that back in Oregon a factory full of employees were waiting for their heart to return rejuvenated, full of life. When I’ve met Danielson at trade shows, he’s always wearing a business suit with a bolo tie. His cowboy hat is never far off. When he speaks, people listen. Not just because he’s an industry leader, but because he speaks from the heart. No, not just from the heart—he is all heart. Although he’s Crimson Trace’s original president and founder, he has now stepped back. He hired Lane Tobiassen to be the company’s president—the head of the company. Danielson knows he’s better at being its heart. This makes me wonder about all those once-successful companies that outgrew their hearts and followed their cold and rational heads to ruin. The wonderful thing is that everyone at Crimson Trace is aware that Danielson is the heart of the company. When he’s going to give a speech, he gets emotional, though his voice never loses its power or his mind its focus. The day after our talk in his office, we’re treated to such a speech. We’re near a gun range in Bend where contestants would shoot a 3-Gun competition at night with Crimson Trace

laser sights attached to pistols, shotguns, and rifles. With almost 100 people in the room, Danielson decides it’s time to address everyone. As he gets up to speak, a half-dozen Crimson Trace employees lovingly sigh, “Oh, no, Lew is going to speak.” Then they all listened intently, knowing even Danielson didn’t know what he would say, but knowing it would be from the heart, that it would be honest and within the bounds of the theme articulated in those lists framed on the wall in his office. So he says some very funny things, adds in some slightly inappropriate asides, and points out that a shot in the dark is dead-on with one of his lasers. He then talks about all Crimson Trace has done to take guns into the modern age with laser sights integrated into the grips or frames of many of today’s popular pistols and how just the sight of the red dot from a laser sight can often stop a gun fight before it even gets started. When he finishes he has to wipe his eyes. The men and women who work with him do, too. As corporations hone their teams and choose their charismatic and able leaders—their heads— they’d do well to remember their hearts.

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GOOD STUFF

BY JOE KELLER

Making Waves

Innovative turkey packs from ALPS Outdoorz aim to change the game

urkey vests are a great option if you’re setting up on a flock you’ve patterned. But if you’re running-and-gunning or if you’re staying put in a ground blind, the venerable old vest might not be the right tool. It’s a problem Justin Leesmann of ALPS Outdoorz understands.

The avid turkey hunter and ALPS marketing manager helped design the new Crossfire pack. It’s an all-inone, 2,325-cubic-inch backpack that has a small, detachable accessories bag you can strap across your chest. It gives you the option to keep a few calls and shells on your chest and ditch the pack, which can be bulky, especially if you’re making a tight stalk. “The accessory pack has just enough space to carry calls and a few essentials, but small enough that it won’t be in the way when you’re setting up or raising the gun to fire,” says Leesmann, a rabid turkey hunter who tested the pack while hunting spring and fall turkeys. “It’s very different, and hunters like having these options.” The pack is also tailor-made for ground blinds. Put the big pack aside and use the small one so you’re not digging through your laundry bag or rummaging through your vest as turkeys show up and strut. Zach Scheidegger, ALPS product manager, said this is a different system for turkey hunters, and he expects the Crossfire to make waves. “It’s such a versatile pack that we’re confident hunters will appreciate all of its features.” The main pack has a vented back to keep you cool on the move. A lightweight stainlesssteel wire x-frame holds the pack away from your back and supports heavier loads. It also has a drop-down gun or bow boot for easy carrying, and a hunter-orange rain cover. Other add-ons include large waist pockets for a GPS or phone,

and a webbing loop positioned for a holster and sidearm. If you do drop the larger pack and head off with just the accessories pack—don’t call it a man purse!—there’s room for two slates, a few diaphragm calls, a hoot call, a knife, your license, and some TP. (One bit of advice: Don’t use the outside elastic straps to hold your striker pens. Mine popped out while I was doing the running part of running-and-gunning.) The accessories pack holds tight to your chest while you’re on the move, and its slight angle makes it easy to reach in without mak-

The Crossfire pack has a detachable accessories bag for the chest.

ing a lot of movement. Lefties are left out; the accessories pack really only works its magic for righties because of the angle. The Crossfire is offered in Realtree Xtra and Mossy Oak Break-Up Infinity. SRP: $139.99.

Designed for Women At first blush, the only thing that gives away ALPS Outdoorz’s new Huntress pack as a women’s hunting tool is the touch of pink on the logo. But there’s more to it than some stitching. The 2,222-cubicinch Huntress has several

modifications just for women. “For one, the shoulder straps are shorter,” says Leesmann. “That makes it ride higher on a female’s torso than a pack made for a man.” Shorter straps also mean more size adjustment; ALPS left the adjustment straps long to fit a variety of female forms. “The waist belt is also cut differently to fit a woman better,” he says. Leesmann adds that they sought feedback from women hunters before deciding on the Huntress’ specs. One of the things those women did not want was a lot of pink. “They didn’t want it to look too much like a girl’s bag, but they did like the touch of pink in the logo,” he says. “That was just enough.” Otherwise, the pack has many features found on other ALPS packs, like beefy zippers and a vented back to keep the wearer cool. The pack is roomy enough to carry raingear as well as an extra jacket, extra ammo, and a camera. The front pocket is built with compartments to help keep smaller items accessible and organized. Lashing straps let you strap more gear on the outside. The brushed-fabric pack comes in Realtree Xtra. A drop-down pocket secures a bow or rifle. The pack is hydration-compatible; if you have your own reservoir, there’s a slot for it. Mesh pockets on the outside hold water bottles. “We think we got the whole pack just right,” Leesmann says. “And the women hunters who have used it agree.” SRP: $119.99. (800-344-2577; alpsoutdoorz.com)

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Box and Case rebates available

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W H AT ’ S S E L L I N G W H E R E

West

Gun IDBoise Company, Boise

Specializing in hunting and homedefense firearms, this store manages an inventory of 6,000 guns between two locations. Sales of bolt-action hunting rifles were slower than average this season. Top sellers were Kimbers in .308 and .270, Ruger Hawkeyes in .30/06, and Remington 700 CDLs in .270. MSR sales have remained steady; Rock Rivers and Smith M&P MOEs garner attention. Handgun sales are rising, with HK VP9s, Kimber 1911s, Springfield XDSs, and Smith Bodyguards in demand. “We are always planning ahead for ammo inventories, and rimfire aside, it’s been improving. Sourcing ammo is nearly a full-time job, to give our customers a strong selection. Good ammo stocks keeps traffic high,” said owner Gary Hopper.

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

Northwest CA Sporting Goods, Willits

This small-town general sporting goods store sells a wide range of soft goods, team sports, fishing and hunting supplies, and even hot tubs. Holiday sales for this retailer usually focus on .22s, but not this year. “We’ve had to stop carrying them. They used to be the foundation of our Christmas sales, but this season we’ll move just a few youth items, and that’s not a good thing for our industry,” said manager Jason Lamprich. Fall sales were slow, with a few Marlin 336c lever-action rifles and Savage Model 10s turning. As for handguns, Glock 19s and Smith M&Ps in 9mm crossed the counter. Lamprich also expressed concern as to when California goes all-copper. “If they can’t make .22s, how will they handle copper?” he said.

Midwest

J&S Custom MN Guns, Lakeview

At just over 1,000 square feet, this retailer uses custom gunsmithing to maintain its sales volume in the home-defense category. Handguns are holding steady, with Glock 23s and 19s solidly in the top slots. H&K P30s in 9mm and .40 are also seeing strong demand. MSR sales for the fall were flat— the store sold three per month—but they’ve started to improve. “We do a lot of custom build-outs and complete accessorized packages. Our fall has been slower, but the holidays are picking up with more custom MSR sales,” said manager Craig Elliott. Rock Rivers and JPs are the store’s best sellers for Christmas. Shotgun sales are also climbing from a slower fall, with Benelli Super Black Eagle IIs and Remington 870 Expresses leading in scatterguns.

Outdoors, IAKeith’s Fort Dodge

This store stocks fishing, hunting, and soft goods, and has more than 200 guns in inventory. The Christmas rush is on here, with a run on accessories like Allen and Plano gun cases. “December is our biggest accessory season. I often run out of things like bore snakes and other cleaning gear,” said owner Keith Ekstrom. Smith Shields are selling well, as are Model 642s and Springfield XDSs in .40. Sporting shotguns are still moving, as are good numbers of Remington 870 Expresses and youth models. At the rifle rack, MSRs are trickling across the counter, with most sales coming from DPMS. Remington 700 SPs in .243 are in high demand also, despite ammunition being difficult to lay hands on.

State NVSilver Arms, Reno

This family-run store services home defense, reloaders, and hunters in a snug 1,500 square feet. Sales are flat except for handguns, and they’re only marginally better. “I really believe that the last panic buy has just filled the safes of my customers. This may have been the slowest summer and fall the shop has seen,” said partner Joe Compilli. Rifles have gotten price-sensitive; the best turns come from Howas in .243 and .308. MSRs move at about one every two weeks. Sales have been driven by competitive pricing on Smith M&P Sporters. In handguns, M&Ps in 9mm and .40 hold the top slot. SIG 938s and Ruger LCRs are also getting attention. Compilli added that he has to keep buying smart; the easy money of the last four years has vanished.

Trading KSThe Post, El Dorado

This former pawn-and-gun shop now exclusively sells firearms, with emphasis on handguns. The chill of winter is improving sales, with Ruger LC9s and 38s topping the chart. Glock 23s and Springfield XDMs in .40 are also strong performers. “Handgun purchases were really down this summer compared to last year, but niche gun sales are still good. I stay far away from the SKUs that the nearby Cabela’s carries,” said owner Mike Schwemmer. Demand is surging for AK-style MSRs. This retailer holds strong inventory of Serbian Zastava PAPs from Century Arms. It is also seeing good turns on Diamondback MSRs. Bolt-action hunting gun sales were slower in November than expected, but some Savage Model 10s in .308 sold during deer season.

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East

Hendershot’s MD Sporting Goods, Hagerstown

With more than 700 rifles and shotguns on hand, this hunting store specializes in high-end rifles and travel. It will expand to 5,000 square feet in 2015, adding a pistol range. “Travel is a big part of our business, and it helps us develop firsttime international hunters into steady store customers for years to come. High-end rifles also deliver more consistent year-round sales,” said marketing director Mike Faith. Two of this store’s top sellers this fall include the Dakota 76 in .300 Win. Mag. and the HS Precision SPL in 7mm. Waterfowling guns are still moving. Benelli Super Black Eagles and Vincis lead the way, followed by 12-gauge Caesar Guerini over/unders. Handguns sales are steady. Glock 17s and 19s lead the pack, followed

South

Doctor, SCGun Monk Corner

Keeping 250-plus hunting guns and handguns in stock, this retailer maintains high traffic by retaining a full-time gunsmith. With one month left in deer season and dog hunting still popular in this area, semi-auto shotguns and buckshot loads are selling. Browning A5s in 12 gauge and Remington 1187s top the list. “You can’t swing a cat without running into a turkey shoot or a deer drive. Our shotgun sales are brisk,” said owner James Elan. With rimfire ammo scarce, this shop limits sales to one box per customer. However, Elan sets aside five boxes per gun sale, so .22 rifles and handguns have remained hot-ticket items for December. Ruger LCRs, Kel-Tec 380s, and Springfield XDSs dominate the handgun counter.

by Smith M&Ps in .45. Ed Brown models are also being eyed for Christmas. With the exception of rimfire, ammo inventories are good.

challenge, including 8mm and .35 Rem. Rimfire continues to be scarce.

Owl’s Nest, NJThe Phillipsburg

active business in home defense and hunting firearms. In handguns, Glock holds the high ground in 9mm and .40. Ruger LCPs are also turning significant numbers. “Our handgun and MSR inventory has stabilized with a larger number of distributors selling New York State–compliant SKUs,” said owner Bill McGuire. Bolt-action sales have cooled after hunting season, but a few Mossberg ATRs are crossing the counter. MSRs are doing a little better, with Stag topping the chart. Ammo inventories are good, but some less-popular calibers are a

This small retailer specializes exclusively in shooting-sports products. With deer season winding down, slug guns are moving briskly, especially Savage 220s and H&R Heavy Barrels in 20 gauge. Muzzleloaders are still turning with Thompson/ Center Triumphs. MSR sales are slowing; Windham is taking the majority of sales. Rimfire ammo stocks are frustratingly low. “It’s getting tougher and tougher to sell any kind of .22, and I expect that it will have a significant negative effect on holiday sales. This is the second year of horrible rimfire ammo delivery. It is becoming an issue for a lot of shooters,” said owner Jim Heebner.

Bayou Bend TX Gun Shop, Cleveland

Mitchell’s TN Country Store, Jackson

Interlaken Guns,

Interlaken The shop has an

An hour north of Houston, this small, working-class, rural shop stocks an active inventory of up to 400 firearms in roughly 1,200 square feet. “Ammo has improved, but .22 rimfire is as scarce as hen’s teeth. If we had it in stock, our .22 rifle sales would be a lot higher this holiday season,” said counter salesman Jonathon Riley. Ruger is ringing the register with plenty of traffic on LCRs and Blackhawks in .357. Glock is a solid second, with 17s and 19s stacking up under Christmas trees. Deer centerfire rifle sales are steady, and Remington SPSs in .243 are attracting the most attention. Muzzleloaders continue to gain momentum; in that category, CVA Optimas and Traditions garner the majority of sales.

Located in the western third of the state, this small general store sells burgers, hardware, and sporting goods. It stocks an average of 100 guns. Handguns rule the counter, and Springfield XDSs and Glock 42s command the top spots. However, there’s a lot more to selling a gun at this store. “We’re just an old-time retailer that will sell you a handgun, a Moon Pie, or a cheeseburger. All that, plus better-than-average ammo stocks, makes December a busy month. I want my customers to love to drop by,” said owner Roy Mitchell. Sporting gun sales are slow; only a few Marlin lever-actions have crossed the counter. But Mossberg 500 home defense and Bantam models are selling well, and a Rock River MSR turns every two weeks. DECEMBER 2014 ❚ SHOT BUSINESS ❚ 47

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NEW PRODUCTS (Continued from page 50)

The 555 is available in 12and 20-gauge models. The 6-pound 12-gauge has 28-inch barrels, a 14⅜-inch length of pull, 44⅞-inch overall length, and a 2⅛-inch drop at the comb. The 20-gauge model features 26-inch barrels, a 14⅜inch length of pull, 42⅞-inch overall length, and a 2¼-inch drop at the comb. It weighs 5½ pounds. SRP: $692.

Kinetic Fleece Vest, the new Impact Pant—which features Hex-Lite fleece for warmth and comfort—is for those times when silence and warmth are paramount. Other features include articulated knees, the Badlands Scent Reduction System, and built-in removable gaiters. The Badlands Impact Pant is available in Realtree Xtra. SRP: $299.95. (800-386-7839;

Personal Safety Horn is safe for the ozone and requires no wires or batteries. Packaged in a retail blister package. SRP: $19.79. (908-707-4900; falconsignal.com)

vortexoutdoors.com)

(savagearms.com)

Badlands

Falcon Safety Products

➤ In

➤ The

the company’s pursuit to go undetected by anything with antlers, horns, or paws, Badlands continues to evolve its Bio-Thermic clothing line. Joining the Impact Jacket and

Badlands’ silent and warm Impact Pant is available in Realtree Xtra.

Sound 911 Personal Safety Horn sends out a 112-decibel blast of piercing sound to deter a would-be assailant or unfriendly animal. This compact device can be heard up to a half mile away and attaches easily to your belt or wrist with the included Velcro strap. The Sound 911

The Sound 911 Personal Safety Horn can be heard from a half mile away.

U.S. POSTAL SERVICE STATEMENT OF OWNERSHIP, MANAGEMENT, AND CIRCULATION (Required by 39 USC 3685)

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

SHB1214_PRD02.indd 48

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NEW PRODUCTS

Savage Arms

Stevens, by Savage Arms, has introduced a fasthandling, stylish over/under shotgun that carries a price tag below $700. The all-new 555 is as suited for hunting and it is for breaking clays. Stevens kept the weight to a minimum while maximizing strength and rigidity by incorporating a steel insert within the shotgun’s lightweight, scaled-to-gauge aluminum receiver. The 555 also features a Turkish walnut stock and forend, shell extractors, a manual tang safety, chrome-lined barrels, and a single, selective mechanical trigger. Five interchangeable choke tubes, included with the gun, let shooters tailor the 555 to any shooting need. (Continued on page 48)

50 ❚ SHOT BUSINESS ❚ DECEMBER 2014

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