SHOT Business | June/July 2011

NSSF

VOLUME 19, NUMBER 4 JUNE/JULY 2011

SHOOTING, HUNTING & OUTDOOR TRADE

LAW ENFORCEMENT

2011 Though firearms stay at

the top of the list, there’s also big business in accessories such as sights, grips and stocks Pg. 30

PLUS RETAILER PROFILE: Jaqua’s Fine Guns understands the value of putting customers first Pg. 46

GOOD STUFF: Think red-dot sights aren’t precision gear?

Aimpoint begs to differ Pg. 50

0711_cover.indd 1

FIRING LINE: Weatherby’s Vanguard offers MOA accuracy at a very affordable price Pg. 26

5/12/11 11:58:02 AM

S H OT B U S I N ES S

❚

J U N E /J U LY 2 0 1 1

❚

CONTENTS

VO L . 1 9, I S S U E 4

Departments 24

2 5

24

FYI In an increasingly

26

FIRING LINE Weatherby holds true to its original mission with the Vanguard

segments continue to grow by leaps and bounds, and the action— as well as the profits—isn’t limited to firearms. In fact, accessories are a vital part of the product mix BY CHRIS CHRISTIAN

28

UNDERCOVER SHOPPER Can you find a

DO THE RIGHT THING To survive 65 years in a highly competitive arena, you have to be doing something right. Ohio-based Jaqua’s Fine Guns learned a long time ago to put the customer first. Do that, and everything else takes care of itself BY W. H. GROSS

50

GOOD STUFF Aimpoint

52 56

WHAT’S SELLING WHERE

COVER IMAGE COURTESY OF FLIR GOVERNMENT SYSTEMS. © 2009 CLIFF PATRICK / TACTICAL IMAGE

LAW ENFORCEMENT 2011 The law enforcement and tactical

NSSF Update 17 18

emphasizes range safety and etiquette

FROM THE NSSF The 2011

Shooting Sports Summit

CONGRESSIONAL FLY-IN

The annual meeting, hosted by the NSSF, brought about quick legislative results

18

NEWS BRIEFS Mossberg introduces the MVP Varmint; Kruger debuts TacDriver Optics line; Cabela’s new hunting app ATF Q&A Three books or

Features

46

miss the big opportunity

22

30

30

EDITOR’S NOTE Don’t

NSSF VIDEOS The NSSF has

produced two new videos, which can be viewed online.

One is geared toward firearms retailers; the other

19 20 21

PAPERWORK ELIMINATION

The “Small Business Paperwork Mandate Elimination Act” is passed

one? A manufacturer gets clarification on ATF Rul. 2010-8

online world, just having a website might not be enough

coyote rifle in Orlando?

goes after the centerfire hunter with the Hunter series of red-dot scopes

NEW PRODUCTS Buck’s

new PakLite Field Master Kit; Kahr’s new CM series of semi-autos; zombie targets; and more

NSSF DELIVERS VALUE YOU SHOULD KNOW

Firearms-related fatalities are on a downward trend— and it’s no accident!

56

JUNE/JULY 2011 ❚ SHOT BUSINESS ❚ 1

0711_toc.indd 1

5/16/11 10:37:54 AM

eDitor’S note nSSf

The Big Opportunity

LE gear also appeals to 3-gun competitors

T

ypically, when you think about the law enforcement and tactical categories, you focus on firearms. But as contributing editor Chris Christian shows in our annual survey of law enforcement and tactical gear (page 30), there’s a lot more to the category, including such key accessories as sophisticated scopes, red-dot sights, custom pistol grips and oversize trigger grips (designed to improve access to the trigger for operators who wear gloves). All these products, many of which are in high demand, represent sales—and profits—for you.

Firsthand experience is really vital here, and it is well worth the time and effort to have a staff member on board who truly understands the products we’re talking about. Case in point: Last summer, I attended a tactical seminar, the second day of which was devoted to transition drills. We alternated between shots at 100 yards with a riflescope and 25-yard shots using a 1X red-dot sight. Targets were at the discretion of the instructor, who mixed things up enough to keep us on our toes. Not having an LE background, I at first didn’t understand the purpose of the drill. But as we progressed, I began to see the value of this sort of training, and the key differences between shooting long and close. Oddly, the 25-yard shots gave me the most trouble initially because I wasn’t compensating for bullet trajectory. Once I did, my performance began to improve.

At the end of the day we did speed-loading drills with Mossberg 590s. I was so tired I could barely keep my arms up. I had trouble feeding the magazine until the instructor told me, “Stop treating the round like a centerfire cartridge. Throw it in and close the action as fast as you can.” It was such a simple tip—but one that increased my rate of fire.

Seminars such as these have helped me gain a better under-

standing of the special requirements—and gear—of the men and women who work in this field. I’ll say this: Working your way through an unlit scenario room is a far cry from shooting at a rising teal at Five Stand in broad daylight.

But let’s say you really aren’t part of the LE community. Does that mean you should ignore these products? That would be unwise, as the

phenomenal growth of 3-gun competition means that you’ll see more shooters walk in and inquire about products suitable for this game. In many cases, the stuff you’ll recommend will be remarkably similar.

It’s important that you and your staff know about these products so you can discuss their features knowledgeably with potential customers.

It’s a great selling opportunity— don’t ruin it by trying to bluff your way through to a sale.

shooting, hunting & outdoor trade

Slaton l. White, editor

Margaret M. nussey, Managing Editor David e. Petzal, Shooting Editor John Burgman, Assistant Editor Maribel Martin, Senior Administrative Assistant James a. Walsh, Art Director Shayna Marchese, Associate Art Director andrea C. Uva, Assistant Art Director Paul l. Catalano, Production Manager ContriBUting eDitorS

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

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

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

BUSineSS oPerationS

tara Bisciello, Business Manager

ConSUMer Marketing

robert M. Cohn, Consumer Marketing Director raymond Ward, Senior Planning Manager Shelley Shames, Fulfillment Manager

ManUfaCtUring

laurel kurnides, Group Production Director Barbara taffuri, Production Director

Bonnier

Chairman, Jonas Bonnier Chief executive officer, Terry Snow Chief financial officer, Randall Koubek Vice President, Consumer Marketing, Bruce Miller Vice President, Production, Lisa Earlywine Vice President, Digital Sales & Marketing, John Haskin Vice President, enterprise Systems, Shawn Larson Vice President, Corporate Communications, Dean Turcol Vice President, Media Development, Michael Starobin Brand Director, John Miller Publishing Consultant, Martin S. Walker Corporate Counsel, Jeremy Thompson

SHOT Business (ISSN 1081-8618) is published January, February/March, April/ May, June/July, August/September, October/November and December by Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695, and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 19, issue 4. Copyright © 2011 by the National Shooting Sports Foundation. All rights reserved. Editorial, circulation, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year.

Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470-2359. SHOT Business accepts no responsibility for unsolicited manuscripts and photographs. All correspondence should be accompanied by a stamped, selfaddressed envelope. Requests for media kits and advertising information should be directed to 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. REPRINTS: Wrights Reprints, 877-652-5295.

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

Printed in the USA. 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 call 386-246-0188 or write to SHOT Business, 2 Park Ave., New York, NY 10016 For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016

Slaton l. White, Editor

2 ❚ Shot BuSineSS ❚ JUNE/JULY 2011

0711_ed note.indd 2

5/11/11 2:09:49 PM

a polymer color solution could increase both consumer appeal and production efficiency?

It can — when you work with PolyOne. We help you turn great ideas into real products. By listening to you, we are able to develop color solutions to meet your unique needs. You’ll discover new ways to stand apart from your competition AND enhance your bottom line. For answers to the biggest questions facing your business, email us at oncolor@polyone.com, or visit www.polyone.com/whatif.

Make it possible.

©2011 PolyOne Corporation

BN_032521_SHB0711.indd 1

5/9/11 12:19 PM

Together, Our Voice Is Strong

National Shooting Sports Foundation®

F

or over 50 years, our mission has never wavered.

Promote, protect and preserve our hunting and shooting sports. We are the National Shooting Sports Foundation, the trade association of the firearms, ammunition and shooting industry. Whether it is in the field, on the range, in Washington, D.C. or 50 state capitals, we stand proudly as your voice.

H

elp us make your voice louder and stronger where it counts. Now more than ever, it’s time to become a NSSF member. To join contact Bettyjane Swann at (203) 426-1320 or bswann@nssf.org.

The future of your business depends on it.

WWW.NSSFMEMBERSHIP.COM

BN_031893_SHB0711.indd 1

5/9/11 3:35 PM

edited by john burgman

Bits & Pieces

Brunton Named as Mathews Official Optics Licensing Partner Brunton has been selected as the official licensing partner of mathews, inc., for the optics category. select models of Brunton binoculars will now be available in mathews’ Lost camo pattern. the relationship will provide mathews’ dealers with a select line of optics for today’s hunter.

“Brunton’s core beliefs revolve around our commitment not only to producing the finest products in the world, but also to the specialty dealer and, ultimately, the end user,” said ceo John smithbaker. “we are proud to be selected as a part of such an exclusive arrangement with a company that shares similar ideologies in growing the sport of hunting for many generations to come.”

Charter Selects PMI and W.L. Carter to Rep Line charter arms recently named professional marketing inc. and w.L. carter company as its manufacturer’s representatives serving dealers and distributors. nick ecker, president of charter arms, said, “charter arms has always had a very strong following in the southeast states, and this will broaden our reach to bring charter arms directly to neighborhood shooting sports distributors in the southeast.” tom wiley, president of professional marketing, said, “in visiting the charter arms factory, i was impressed by how the employees take great pride in their work. ‘whatever it takes’ is our company philosophy, and with that approach we will grow profits for our clients while maintaining ethical principles.”

news briefs news

❚

promotions

❚

awards

Mossberg’s New MVP No doubt about it, the development and consumer acceptance of Mossberg’s 4x4 centerfire rifle created some serious sparks at the Connecticut headquarters of this venerable firearms manufacturer. The creative fire that resulted has led to another new product that should help ignite a revival of the boltaction market. The MVP (Mossberg Varmint Predator) Series, based on the 4x4 platform, is aimed squarely at predator and varmint hunters, a fastgrowing market for many retailers. Indeed, one of the rifle’s key components—the ability to accept and reliably feed from AR-15-style magazines—has been designed expressly for this group of hunters.

The first rifle in the series, the MVP Varmint, is chambered in 5.56mm NATO (.223 Rem.).

Two initial offerings will be available this summer: a standard rifle package with a 10-round magazine and factory-installed, Weaver-style bases (7.5 pounds); and a convenient combo package that includes the rifle (pre-mounted and bore-sighted with a 4–16x50mm variable riflescope), a bipod and a 10-round magazine (10 pounds). The 24-inch button-rifled medium-bull barrel (with a 1-in-9 twist) is fluted to reduce weight and give it a distinctive look. In addition, the helically fluted bolt further reduces the rifle’s overall weight.

The gray-laminate benchrest-style stock has an ergonomically designed pistol grip with a palm swell and is pillar-bedded to improve accuracy. Stippling on the forend and pistol grip allow for positive hand placement in foul weather, and the wide, flat-bottom forend easily accommodates sandbag rests or bipods.

Other standard features of Mossberg’s MVP include sling-swivel studs as well as Mossberg’s creep-free Lightning Bolt-Action (LBA) Adjustable Trigger System, which helps deliver enhanced accuracy and shot consistency. SRP: $649, rifle; $796, package.

❚

outreach

Mossberg’s MVP is specifically designed for varmint hunters. It features a pistol grip with a palm swell as well as a Lightning Bolt-Action Adjustable Trigger System.

(203-230-5300; mossberg.com)

This product is from sustainably managed forests and controlled sources.

june/july 2011 ❚ SHot BuSineSS ❚ 5

0711_NewsBriefs.indd 5

5/17/11 12:19:41 PM

news briefs

Shooting Ace Kim Rhode Qualifies for the 2012 Olympics Four-time Olympic medalist Kim Rhode is the first American athlete nominated to the 2012 U.S. Olympic Shooting Shotgun Team. The announcement was confirmed by the United States Olympic Committee.

Rhode will be competing in her fifth consecutive Olympic Games and chasing the record books to become the first American Olympian to achieve five medals (in an individual event) in five Olympics.

“It is such an honor to be nominated for my fifth Olympic team and to have the opportunity to bring home a fifth medal for the United States,” said Rhode. “None of this would be possible without all of my sponsors, such as Winchester, and my family and supporters at home, who have helped me in this endeavor.”

Winchester has been the exclusive ammunition sponsor of the USA Shooting Shotgun Team since 1999.

“Winchester Ammunition has supported

Decorated shooter Kim Rhode hopes to win gold at the 2012 Olympics.

Kim for more than 20 years, and we congratulate her on this opportunity,” said Brett Flaugher, vice president of sales and

marketing for the company. “Her medals and the USA Shooting Team’s winning performances throughout the years are a true testament to what happens when you combine great shooters with great products.”

In 2010, Rhode started the ISSF World Cup season by winning a gold medal in Acapulco. She repeated her performance in Beijing, where she equaled her own world record of 98 out of 100 targets.

Rhode then placed fourth at the ISSF World Cup in Dorset, England. The greatest feat of her 2010 season came at the ISSF World Championships in Munich, Germany. There, Rhode shot 97 out of 100 targets for the gold medal and title of World Champion for the first time in her career.

Rhode started the 2011 season with a fifth place finish at the 2011 ISSF World Cup in Chile, and won a gold medal at the ISSF Sydney World Cup on March 30.

energy Drinks Come to the outdoors solvi Brands, the makers of the all-natural strut & rut “energy shot,” has retained providence marketing Group to assist in its marketing and public-relations efforts. providence will handle all print, television and online media for strut & rut, to ensure the company is well represented throughout every aspect of the outdoors industry as the brand continues to grow. “i am proud to have the opportunity to work with a company that has introduced such a great-tasting, health-inspired energy shot to the outdoors world,” stated Jeff Bergmann president of providence marketing Group. “i appreciate strut & rut’s commitment to build a product for hunters and by hunters and that ultimately supports hunters.” while energy “shots” and drinks such as red Bull have been popular with consumers (and been mainstays in other industries) for years, their presence has been less significant in the shooting, hunting and outdoors industries. strut & rut energy shot hopes to

0711_NewsBriefs.indd 6

change that. the pomegranateflavored, 2.5-ounce shot of allnatural energy is marketed as enhancing one’s focus and fortitude during one’s outdoor adventure. the drink, which comes in a shotgun shell– shaped bottle, can be packed easily in a turkey vest, whitetail pack or tackle box. strut & rut’s drink contains no sugar, no calories and no carbohydrates. a blend of ginseng and guarana, in addition to the pomegranate, is designed to counteract fatigue and amplify mental and physical endurance. the company also says consumers of strut & rut won’t feel the post-consumption “crash” that occurs with other energy products. “we are looking forward to working with providence,” said strut & rut’s president, tom mahlke. “i foresee a lasting partnership with them that is sure to help us amplify our awareness, aggressively build our brand and showcase the true value of strut & rut energy shots to outdoors enthusiasts worldwide.”

5/17/11 12:19:50 PM

nikon Releases Bolt Crossbow Scope In the past, Nikon has released typespecific optics, most notably for muzzleloaders and slug guns. Now the company continues that trend with a new optic, in the form of its Bolt XR Crossbow scope.

The Bolt XR 3x32 is a compact, lowermagnification scope built specifically to work with the anatomy of a crossbow. It is designed with a number of features, including the new Nikon BDC 60 Reticle, calibrated specifically for crossbow bolts with velocities of approximately 305 fps.

“With every trip to the range or field, we are constantly thinking about new product designs,” said Nikon Sport Optics senior product-marketing manager Jon LaCorte. He continued, “We’ve been working on different concepts for a crossbow scope, and the new Bolt XR molds all those ideas and effort into the perfect scope for crossbow hunters.”

Nikon’s industry-leading Ballistic Reticle Matching software program, Spot On, will feature data compiled from multiple crossbow testing sessions. This data will allow shooters and hunters to match the reticle of their Bolt XR more precisely to their choice of bolt. The company hopes such data will eliminate unnecessary guesswork and the frustration—and inaccuracy—inherent in tweaking a riflescope to fit a crossbow.

The 3.4 inches of eye relief allows the user to safely mount the Bolt XR scope on any crossbow. With a bright exit pupil of 10.7mm and Nikon’s fully multicoated lens, shooters can hunt right up to the end of legal shooting time. The durable 1-inch tube features hand-turned ¼-inch

(at 20 yards) adjustments and a 20-yard parallax setting. Fully multicoated lenses provide up to 92 percent of light transmission for low-light performance.

Designed specifically for a crossbow, the Bolt XR scope fits in well with the

many other scopes Nikon offers that are caliber-, platform- or purpose-specific in the outdoors industry.

The new Bolt XR is available in a matte finish with the BDC 60 reticle at an SRP of $149.95.

Nikon’s Bolt XR scope is specifically designed to fit on a crossbow.

0711_NewsBriefs.indd 7

5/17/11 12:19:56 PM

news briefs

Buck Recognizes Good Service Buck Knives recently awarded its 2010 Sales Rep Agency of the Year to Upper Canada Sports of Toronto, Canada, and names as co-Sales Reps of the Year Al Belhumeur of Pro Line Sports in British Columbia, Canada, and Lynn Tackett of

Tackett Brothers in Dallas, Texas.

Upper Canada Sports, Pro Line Sports and Tackett Brothers are independent manufacturer’s representatives with longstanding relationships with Buck Knives.

“All of these men and women repre-

senting these groups understand the importance of providing good service before and after the sale. They truly understand what Buck Knives is all about.

It is our privilege to honor them for their accomplishments,” said CJ Buck, president of Buck Knives.

Speaking on behalf of the group, Norm Belanger, owner of Upper Canada Sports, said, “Our team takes pride in representing a brand that delivers the quality and workmanship that every Buck knife has.

Buck is still a brand that is highly recognizable in our industry, and our guys take pride in being associated with everyone at the Post Falls, Idaho, factory. I know I speak not only for our team but for all of the groups representing Buck Knives.”

Team efforts between Buck employees and the external sales force, along with Buck’s dedication to its American Commitment—to manufacture as much as possible in the USA—led to a great 2010, according to the company.

“This past year was an exciting and challenging year, but our team across the board delivered the sales results that enabled Buck Knives to meet and exceed our expectations for 2010. These people are being recognized for their accomplishments, but they would be the first to tell you that it was a total team effort from all of our rep groups, both in North America and internationally. I have no doubt they will deliver strong results in 2011,” said Bob George, director of national sales and marketing at Buck Knives.

shown with options

MID-LENGTH A4

MID-LENGTH A2

shown with options

STANDARD A2

LE

BUILD YOURS NOW AT www.rockriverarms.com

0711_NewsBriefs.indd 8

Home

Hunt

Target

Chuck Buck (left), father of president CJ Buck, stands with Shawn Amyotte, Norm Belanger and others from Upper Canada Sports, which was recognized as Buck’s Sales Rep Agency of the Year.

5/17/11 12:20:07 PM

AtK Wins Worldwide Buying Group’s 2010 Hardlines Vendor of the Year Award ATK Security and Sporting was named 2010 Hardlines Vendor of the Year by Worldwide Buying Group at its recent show in Reno, Nevada. The memberowned, member-directed cooperative of independent industry retailers has been doing business with ATK for more than 40 years. ATK has more than 20 brands that serve sport shooting enthusiasts and law enforcement professionals, and military and tactical markets worldwide.

Strong Buying Power, Positive Recognition Worldwide Buying Group chose ATK Security and Sporting as its Hardlines Vendor of the Year for a number of reasons. ATK continues to develop innovative, quality products and works with Worldwide to help bolster retailer sales. Competitive buying programs, high delivery percentages, consumer marketing programs and dealer co-op programs all contribute to the strong and positive working relationship between ATK and Worldwide.

“Worldwide is proud of the many great vendor partners we have developed over the years. Our members couldn’t survive without these key relationships, and ATK is right at the top of the list year after year,” said Steve Quarders, Worldwide’s Hardlines merchandise manager.

Mutual Benefits ATK’s relationship with Worldwide has helped the company remain competitive in key markets. Independently owned dealers have long helped ATK’s flagship brands, such as Federal Premium Ammunition, carve out a strong market presence.

The list of companies under ATK has grown significantly. Still, independent retailers remain a crucial component to ATK’s success. Both Worldwide and ATK have benefited from their strategic partnership, forged more than 40 years ago.

“We’re honored to receive this award from Worldwide. They understand that our relationship enables mutual success,” said Jon Brown, central and west regional sales manager at ATK.

0711_NewsBriefs.indd 9

Left to right: John Childs, Jon Brown and Jack Harding accept the Hardlines Vendor of the Year Award from Worldwide’s Myron Merkel (second from right).

Your Source For Everything 1911!

We’re celebrating the 100th anniversary of America’s favorite pistol with our biggest 1911 catalog yet. Inside you’ll find nearly 350 new items—parts, accessories, tools, gear, and goodies. Over 3,000 items total to build the 1911 of your dreams or keep a favorite old gun running like new.

Your Source For

Everything 1911!

800-741-0015 brownells.com

Source Code: CZ5

5/17/11 12:20:15 PM

NEWS BRIEFS

ATK Dealer Services Launches New Premium Partners Website ATK Dealer Services recently announced the launch of the new ATK Premium Partners website. This website is a comprehensive online resource for current dealers and prospective retailers and is now live at premiumpartners.atk.com.

Find It All Online ATK Dealer Services actively engages with Premium Partner dealers in marketing and promoting ATK’s ammunition, optics, tactical and reloading equipment and shooting accessory brands. Now Premium Partner retailers can easily stay up to date on new products, promotions and customizable advertising resources.

Capitalizing on the social-networking trend, the website also keeps up-to-theminute news rolling in with a live Twitter feed.

ATK’s Premium Partners website, with features such as customizable advertising resources and a Twitter feed, is designed to give dealers all the information they need to promote and sell ATK products.

The renovated site features enhanced navigation to quickly lead dealers through clearly formatted information. Users can find high-resolution product images, news

'R \RX FDUU\ .UXJHU \HW" /#&' +0 6*' 7 5 #

75+0) 7 5 +/2146'& 2#465

Are you tired of dwindling SURÀW PDUJLQV RQ WKH VDPH ROG SURGXFWV" 0DNH PRUH DQG JLYH \RXU FXVWRPHUV VRPHWKLQJ EHWWHU ZLWK LQQRYDWLYH RSWLFV IURP .UXJHU :H RIIHU XQLTXH KLJK WHFK SURGXFWV WKDW GHOLYHU PRUH IHDWXUHV DQG YDOXH IRU \RXU FXVWRPHU¡V GROODU ZKLOH JLYLQJ \RX PRUH SURÀW ,VQ¡W LW WLPH \RX WRRN D VHULRXV ORRN DW ZKDW .UXJHU KDV WR RIIHU"

KRUGER OPTICAL 8 6 (1*,1((5(' )25 ,1129$7,21 9$/8(

For more information on how to become an authorized Kruger retailer, contact us at 888-526-7779 or e-mail info@krugeroptical.com. www.Krugeroptical.com

0711_NewsBriefs.indd 10

releases and videos, and can download product catalogs. Dealers can also view ATK’s dealer publication, The Journal, to read dealer success stories and learn ways to strategically grow their business.

Fifteen online sales-training modules offer information about and highlight ATK’s top products––all to help dealers move more product off their shelves.

Grow With ATK, Become a Premium Partner ATK Commercial Products works to support independent dealers in a number of ways with the Premium Partners program. Independent dealers can use highly effective cooperative marketing materials, advertisements and point-of-purchase displays, as well as other tools like promotions and sales incentives, to drive customer traffic and reduce costs.

Whether dealers are looking to increase marketing efforts, expand product offerings or simply learn more about the ATK family of brands and products, the website is designed to meet their needs. “Our independent retailers are very important to our business and we pride ourselves on giving them the best support possible,� said Bart Biedinger, dealer services manager at ATK. He continued, “This new website is a great resource to keep our dealers informed and help broadcast news and pertinent information and provide sales and marketing support to help drive dealer success.�

5/20/11 12:59:46 PM

Cabela’s Announces new Hunting App Cabela’s and Trimble recently announced the release of the first mobile navigation application specifically designed for hunters. Developed by Trimble Outdoors, the Cabela’s Recon Hunt app runs on iPhones and Androids and provides hunters with a full lineup of outdoors and navigation features, including detailed topographical maps, point-to-point GPS navigation, a digital compass and weather forecasts.

“Cabela’s Recon Hunt is the real deal,” said Tom Rosdail, Cabela’s vice president of marketing and licensing. “It’s an impressive combination of Trimble Outdoors’ expertise as a leader in GPS technology for phone apps and five decades of Cabela’s experience as the World’s Foremost Outfitter of hunting, fishing and outdoor gear.”

Rosdail said the app went through extensive field testing with some of Cabela’s most active hunters.

The Recon Hunt app uses the GPS built into iPhones and Android-compatible devices, so no data or actual phone signal is needed for users to log their locations.

Hunters can collect waypoints, tracks, photos, videos and audio clips in the field.

The app tracks other essential hunting information as well, such as weather, sun and moon phases, trip stats and ballistics

data. Users also can view recommended gear lists and access the online store, cabelas.com, from their phone.

“Recon Hunt answers many of the unique demands and navigation needs that hunters face,” said Rich Rudow, general

manager for Trimble Outdoors. “It’s been a pleasure to work with Cabela’s to create such a useful app tailored for hunting.”

The Recon Hunt app is available for $3.99 from itunes.com/appstore and android.com/market.

Cabela’s new Recon Hunt app works on iPhones and Androids, and offers GPS navigation.

0711_NewsBriefs.indd 11

5/17/11 12:20:39 PM

news briefs

on the Move new and noteworthy hirings and promotions in the industry

John Snodgrass

Leupold & stevens recently announced the promotion of John snodgrass to the position of marketing communications specialist. snodgrass has been at Leupold for more than four years.

Kyle Pelletier

Jordan outdoor enterprises announced the move of Kyle pelletier from immersion Graphics corporation to realtree, where he will be the licensing account manager.

Mike Jensen

Zeiss optics hired mike Jensen as its vice president of sales and marketing. Jensen joined Zeiss in april, but brings more than 25 years of experience in the industry to his new role.

“America’s Finest Handgun Grips”

Fill Your Hand!

New Grip Gloves Transform Micro Autos:

Ruger LCP, Taurus TCP, Kel-Tec P-3AT & P32

George thompson

Brian Miller

Benelli usa recently announced a series of promotions, including moving George thompson to product manager at the company’s accokeek, maryland, headquarters.

woolrich named Brian miller merchandise manager. miller will oversee the company’s elite series tactical line of garments for military, law enforcement and civilian concealed carry.

TACTICAL

GRIP GLOVES

TM

Pachmayr

®

A Lyman Brand

Palm Swells Enhance Grip

The secret is in the grip’s subtle palm swell.

Adding very little bulk to the tiny gun’s grip, it provides a remarkable improvement in handling. In addition to superior fit, Pachmayr’s Decelerator material delivers recoil reduction and enhanced control unmatched by other slip-on brands.

The proprietary material also provides the right flexibility to make installation “a snap”.

No trimming, tearing or hard work is needed for a perfect fit.

• • • •

0711_NewsBriefs.indd 12

Tactical Grip Gloves Also Available for: Glock Compact Series • Springfield XD, XD(M) S&W M&P Series • SIG P220, 226, 228, 229 S&W Sigma • Glock 17,20,21,22,31,34,35,37 Beretta: 96 FS/D/G, 92 FS/D/G/SB/F • CZ 75/85

For a catalog call 800-423-9704 or www.pachmayr.com 475 Smith St., Middletown, CT 06457

Lyman® Dept 5022 .

5/17/11 12:20:56 PM

Kruger Optical Debuts TacDriver Optics Line Kruger Optical recently introduced its new TacDriver Tactical optics line. The line is currently available online and through select retailers.

Kruger’s team of engineers created the TacDriver Tactical line with the goal of putting high-performance features into an affordable line of tactical riflescopes.

“After looking at the current tactical product offerings in the marketplace, it was clear that there was a large gap between the top-quality tactical scopes and the more affordable models being offered, both in terms of features and image quality,” said Kruger president Mark Thomas. “We felt there was room for a great deal of improvement in terms of the quality of the entry-level tactical scopes out there.”

Thomas continued, “Once we identified this need, it was easy to create a line of affordable tactical scopes that offered all the right bells and whistles without the traditionally high price tag.”

The line of four scopes, all with 4X mag-

Kruger’s new TacDriver line features four scopes and is available now.

nification systems, includes a 1–4x24, a 1.5–5x32, a 2.5–10x50 and a 10–40x56.

Prices range from $117.57 for the 1.5–5x32, to $376.39 for the 10–40x56.

The 1.5–5x32 model contains a glassetched, floating plex reticle with dual-color illumination and five brightness levels in green and red. Other models are equipped with glass-etched, illuminated mil-dot reticles, with 10 discrete brightness levels.

The scopes incorporate 30mm main tubes to allow for ample windage and elevation adjustments. Scopes include ¼ and ½ MOA resettable locking adjustments.

“Tate” Moots Places High At Sniper’s Cup in Texas

Charles “Tate” Moots of the FNH USA Long Range Precision Rifle Team took second place overall (with a score of 1,305 out of a possible 2,300 points) at the 2011 Sniper’s Hide Cup in Kingsville, Texas. The overall match winner was Geordie Richardson of Weatherford, Texas, with a score of 1,385.

Moots fired an FN SPR A5M bolt-action rifle with a prototype chambering of 6.5 Creedmore, stoked with Hornady match ammo and topped with a Leupold 6.5x20 ERT scope. He also carried an FNX-9 pistol for the handgun stages in the match.

Moots was among five members of the FNH USA rifle team in the competition. Other team members included Dave Neth of Emmitt, Idaho; Jason Thompson of Coshocton, Ohio; Ben Voss of Warrenton, Missouri; and Justin Daley of Brunswick, Ohio. The FNH USA rifle team is unofficially known as “Team Claw,” in recognition of the massive external claw extractors on their FN SPR bolt-action rifles.

“The goal of the team was to place an FNH USA shooter in the top five of this competition,” said FNH USA rifle team captain Ben Voss.

“With Tate’s second-place finish, we accomplished that goal. Tate shot three very good days, and that’s what it takes to win an event like this.”

The three-day event ran from April 7 to 9 and was sponsored by Sniper’s Hide, an Internet-based rifle marksmanship information site.

0711_NewsBriefs.indd 13

5/17/11 2:32:40 PM

news briefs

BowTech Names Alday Agency of Record Alday Communications (ACI) is now BowTech’s national public-relations agency of record, according to Sam Coalson, BowTech’s director of marketing.

“Alday Communications has a solid reputation in the outdoors market and existing relationships with the leading media outlets in our industry,” said Coalson. “As we continue to build our market share, they will be an invaluable partner to disseminate our message to key audiences.”

As BowTech’s public-relations firm, ACI will assist the company in developing and implementing external and internal communications strategies.

“BowTech has established itself as the most aggressive, out-of-the-box company in the archery market,” said Mike Alday, president of Alday Communications.

“The launch of the Invasion CPX at the ATA trade show was one of the most anticipated events. We look forward to

being a part of the team that is taking the market by storm.”

Based in Franklin, Tennessee, ACI is the long-term public-relations firm for Rocky Brands, parent company of Rocky Outdoor boots and apparel. ACI’s footprint in the sports and sporting goods category also includes the PGA of America’s Play Golf America program, Folds of Honor Foundation (golf ) and Ebonite International (bowling).

BowTech’s corporate offices and manufacturing facilities are located in Eugene, Oregon. With a worldwide distribution network, BowTech’s family of brands includes BowTech, Diamond, Octane, Stryker and WaterDog Surface Technologies. BowTech is a subsidiary of Savage Sports Corporation, located in Westfield, Massachusetts. Brand names include Savage Arms, Stevens, Fox and PortaTarget.

Mojo’s Wading Pole

mojo outdoors recently released a new wading pole known as the Knot. the lightweight Knot is designed to provide added stability when waterfowlers and other hunters are hiking through muddy or swampy conditions. the Knot features a padded support handle with a lanyard loop for comfort and ease of use in the field. each pole is adjustable from 42 to 60 inches. the srp for the Knot is $39.99. more information can be found at mojooutdoors.com.

SUMMER

Hiking Plinking Camping Boating Skiing Wakeboarding Tubing EvErything nEEdEd to MakE your CustoMEr’s suMMEr CoMplEtE Can BE Found at EllEtt BrothErs

www.EllEttBrothErs.CoM

0711_NewsBriefs.indd 14

1-800-845-3711

5/17/11 12:21:10 PM

Marine Corps Awards Contract to Leupold Leupold’s Tactical Optics Division has won a contract with the United States Marine Corps (USMC) to supply 728 Mark 8 1.1–8x24mm CQBSS riflescopes for use with M2 heavy machine guns and MK19 grenade machine guns. The sight will carry the M521 designation.

Ordered to meet the needs of Afghanistan-based Marine units for a Heavy Day Optic, the Mark 8 CQBSS scopes will be employed to support combat operations. A key feature of the scope is Leupold’s new Marine-Tactical Milling Reticle (M-TMR), which is designed to allow successful range estimation and target engagement with more flexibility than generally possible with other reticle styles.

The M-TMR’s “staircased” configuration preserves the instinctive-fire capabilities on low magnification while allowing precise range estimation at any power setting.

“The Marine Corps’ innovative employ-

The U.S. Marine Corps will now use Leupold’s CQBSS riflescopes with their heavy machine guns.

ment of this new technology will bring enhanced lethality to two combat-proven systems, the M2 and MK19 heavy machine guns,” said Kevin Trepa, vice president of Leupold’s Tactical Division. “We will continue working hard to deliver the tools that our war fighters need to succeed on

the battlefield.”

The Mark 8 CQBSS has a state-of-the-art lens system that provides operators with the capability of an 8-power precision riflescope in one rugged, field-proven unit.

The 34mm maintube features a fully checkered ocular bell to allow the user to make quick magnification adjustments even while wearing gloves.

The Leupold Tactical Optics staff frequently works with American war fighters to design products that meet their needs.

Currently, more long-range Leupold Tactical Optics are in service with the U.S. Military than any other brand.

Weatherby names “$299” Winners weatherby recently announced the winners of its “$299” online sweepstakes, which offered entrants the chance to win four hunts, home-defense training and an assortment of rifles and shotguns. conducted June 1 through december 31, 2010, the sweepstakes promoted “as low as” prices on the $299 pa-08 synthetic pump shotgun and other weatherby firearms. a random drawing determined the winners. “congratulations to the winners, and many thanks to all those who participated,” said company president ed weatherby. “as a result of the sweepstakes, more people know that weatherby has a gun for many different types of hunts or threat response situations.” each top-prize winner will receive the hunt/home-defense training and the gun. runners-up receive only the gun.

Turkey Hunt/PA-08 Pump Shotgun

winner: peter walker of wichita Falls, tX runner-up: Jeff Johnson of Gainesville, FL

Home-Defense Training/ PA-459 Threat Response Pump Shotgun

winner: Jim Baker of hebron, KY runner-up: Gary seraphine of westfield, wi

Upland Bird Hunt/SA-08 Semi-Auto Shotgun

winner: carl adams of Jackson, mi runner-up: Joseph domblesky of Brookfield, wi

Antelope Hunt/Vanguard Synthetic Rifle

winner: paul orand of anniston, aL runner-up: charles urquhart of eufaula, oK

Ed Weatherby says the sweepstakes created great brand awareness.

African Safari/Mark V Accumark Rifle

winner: michael mccune, Butte, mn (mccune was unable to participate in the safari and went on a three-day mule deer hunt at the t55 ranch in wyoming instead.) runner-up: Joshua James of westland, mi june/july 2011 ❚ SHot BuSineSS ❚ 15

0711_NewsBriefs.indd 15

5/17/11 12:21:20 PM

FioCChi TriPle TAP! A True PAir

The most advanced training aid for Trap, Skeet and Sporting Clay Shooters alike “see where you are missing.” The Fiocchi Chemical Tracer powered

by Cyalume, provides a daytime visible trace that travels with the cloud of shot as it hits or misses the clay bird. The Chemical Tracer is non-incendiary, non-toxic and meets EPA and Consumer Safety compliance. It leaves no residue in the barrel and is non-corrosive. The 12 Gauge 3/4 oz #8 shot + Cyalume Tracer Load is light sensitive and is therefore packaged as part of the New and Innovative Fiocchi ‘Canned Heat’ Line.

The Fiocchi Chemical Tracer “see where you are missing”

Introducing the NEW LINE of Innovative Ammunition Packaging by FIOCCHI USA. TRACER SHOTSHELLS, RIMFIRE and CENTERFIRE Ammunition are packaged in StackAble, PackAble, StorAble CANS.

Green, MeAn And Choke Friendly In stores by June 2011.

38 S&W SHORT, 38 SPECIAL, 357 MAGNUM, 44 SPECIAL, 44-40, and 45 LONG COLT.

The Fiocchi Tundra Tungsten compound deforms like Lead, can be used with ALL chokes AND is non toxic. Available in 9.5 g./cc (superior weight to Bismuth) and 12.5 g./cc (superior weight to Lead).

The ‘Fiocchi Triple Tap’ — three resounding HITS for Fiocchi of America. Introduced in 2010, the Fiocchi Tundra Tungsten compound is the breakthrough innovation in waterfowl hunting. New for 2011, the Fiocchi Chemical Tracer powered by Cyalume, is creating unprecedented interest from shooting sports enthusiasts. Together with Tungsten and Tracers, the all new and much anticipated Cowboy Action Line is proving to be a resounding third tap.

For the Fiocchi dealer near you, Call 417.449.1043 / visit www.fiocchiusa.com

BN_032634_SHB0711.indd 1

5/12/11 12:10 PM

B Y C H R I S D O L N A C K , N S S F S R . V. P. & C . M . O .

U P D AT E

FROM THE NSSF

The Shooting Sports Summit Stakeholders in the hunting and target-shooting world meet to increase participation

T

hough there are more than 80 million gun owners in America, the hunting and shooting-sports community remains a tight-knit group. That unity among such a large group is unusual. It’s also a big reason why our sports and traditions have thrived and will continue to thrive.

The unity of both our industry and our sports is on full display right now in Louisville, Kentucky. At the time this issue of SHOT Business hits mailboxes, nearly 200 thought leaders from throughout the industry and the hunting and shootingsports communities will be wrapping up proceedings at the National Shooting Sports Foundation’s 2011 Shooting Sports Summit.

state and federal agencies, hunting and shooting organizations, non-government organizations, media, shooting ranges and retailers. Overall, 26 different organizations make up the Task Force.

All of these stakeholders came together to set an aggressive goal: to increase participation in hunting and shooting by 20 percent over the next five years.

After considering input from Task Force working groups and summit attendees, it was decided to move forward by creating several “Models of Success” programs.

Models of Success would boost state agency projects that have demonstrated success in increasing hunting and targetshooting participation.

States managing these programs have

The unity of both our industry and our sports is on full display at the 2011 summit.

Since the first Shooting Sports Summit in the 1990s, these gatherings have attracted key decision makers and opinion leaders from the firearms industry, conservation community and state wildlife agencies. Past summits have yielded great results, sparking ideas that have led to many worthwhile programs to promote and preserve hunting and shooting.

New times demand new ideas, however, and the 2011 Shooting Sports Summit has taken up that challenge.

Background: “Models of Success” At the last summit, held in 2009, stakeholders associated with hunting and target shooting came together with members of Task Force 20/20, a diverse group of organizations representing manufacturers,

demonstrated the potential for large-scale success with the ultimate goal of rolling out the model for other states to implement.

The 2011 Summit This year’s summit provided an overview of these Models of Success, which have the potential to be great recruitment and retention initiatives going forward for many other states for years to come.

The summit also provided a forum for new ideas to be shared. Leaders from all corners of our sports were able to make their voices heard, sharing thoughts on how we can meet the challenges that lie ahead for hunting and shooting participation.

Among the keynote speakers was Tim Pawlenty, two-term governor of Minnesota and 2012 Republican presidential candidate. Pawlenty is an ardent sup-

porter of Second Amendment rights and a big proponent of our shooting and hunting traditions.

Delivering another keynote address was new-media expert Brian Solis, best-selling author of the book Engage. Solis is one of the most respected names in today’s socialmedia community, and he shared some thought-provoking insights for those in our industry and our sports to ponder.

After all, as technology and the way we communicate continue to evolve, we as an industry must also make advancements and use these tools to engage new, existing and lapsed hunters and shooters.

Strength in Numbers As with past Shooting Sports Summits, this year’s gathering again demonstrated the unity, commitment and passion of all involved in our industry and our sports.

Coming together in one place with one objective—to increase participation in our sports—this group of leaders has shown it is well capable of securing a bright future for us all.

The old adage holds true: There is strength in numbers. When those numbers unite to meet a common goal, the sky is the limit.

To learn more about the NSSF’s Shooting Sports Summit, visit nssf .org/summit.

Chris Dolnack

Senior Vice President & Chief Marketing Officer, NSSF JUNE/JULY 2011 ❚ SHOT BUSINESS ❚ 17

0711_NSSFletter.indd 17

5/10/11 11:49:54 AM

U P D AT E

FROM THE NSSF

new Manager of First Shots

Tisma Juett once helped organize a First Shots seminar for a shooting sports retailer but never dreamed that one day she would be overseeing the nationwide program. Now she is the new manager of NSSF’s First Shots, the classroom and range seminar program that introduces newcomers of all ages to target shooting with a handgun, rifle or shotgun at participating ranges across the country.

Juett brings to the position a strong background in program management and marketing, as well as a passion for the shooting sports. She became acquainted with First Shots while she was a promotions manager with an outdoor retailer in the Chicago area.

Juett is a certified huntereducation instructor and a member of the Women’s Outdoor Media Association.

“I am very pleased to be part of the NSSF First Shots program,” Juett said. “When participants come back to the range to shoot and try other programs, and spend money on range fees and perhaps even firearms purchases, not only does the range win, but so do the participants, with a new lifelong hobby.”

Randy Clark, NSSF managing director, business development, is pleased to have Juett on board. “Her proven marketing skills will energize the First Shots program and ensure that it continues to meet the industry’s and participants’ educational needs.”

Juett can be reached by phone at 203-426-1320 or by e-mail at tjuett@nssf.org.

Congressional Fly-In Brings Quick Results

T

he annual Congressional Fly-In, hosted by the National Shooting Sports Foundation, brought together a delegation of a record-number of executives from industry companies to hear from Sen. Jim Risch of Idaho, Rep. Don Young of Alaska, Rep. Martin Heinrich of New Mexico and Rep. Mike Ross of Arkansas, among other congressional leaders.

Private meetings with more than 30 legislators also took place, at which many issues affecting our industry were discussed. Among them was safeguarding the rights of sportsmen to continue to use traditional ammunition, which antihunting groups are trying to ban under the Toxic Substances Control Act of 1976.

To that issue, the industry has seen a prompt legislative response.

Sen. John Tester of Montana and Sen. John Thune of South Dakota and Rep. Jeff Miller of Florida and Rep. Ross, all cochairmen of the Congressional Sportsmen’s Caucus, subsequently introduced bipartisan legislation to clarify the longstanding

exemption of ammunition and ammunition components under the act. This legislation is being championed by the NSSF. “This bill will continue to ensure that America’s hunters and shooters can choose for themselves the best ammunition to use, instead of unnecessarily mandating the universal use of expensive alternatives,” said NSSF president Steve Sanetti.

Lawrence G. Keane, NSSF senior vice president and general counsel, commented on the value of the annual Congressional Fly-In. “These face-to-face meetings play an integral role in policy decisions that impact the everyday business of the entire firearms and ammunition industry. Engaging legislators directly is a must, and industry leaders could not have done a better job of representing their companies, employees and this industry.”

nSSF Produces new Videos The NSSF has produced two new videos of value to industry members, and each can be viewed online. One, geared toward firearms retailers, stresses the importance of taking careful, periodic inventory. The other, which takes place at an indoor range, emphasizes range etiquette and safety.

“Taking Stock…”

The NSSF has launched the Taking Stock Initiative to place a renewed focus on the value to retailers’ businesses of taking careful, periodic inventory. In addition to an article on page 23 of the April/May

2011 edition of SHOT Busıness, the effort includes a video, Taking Stock in Your Store and Firearms Inventory, which explains how doing periodic inventories benefits retailers both from a business perspective and in helping them be better prepared for inspections by the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF).

It can be viewed at nssf.org/retailers.

“During the quarterly meetings that the NSSF conducts with ATF, one topic that is consistently stressed is the benefit to retailers of conducting firearms inventories,” said Randy Clark, NSSF managing director, business development. “Performing inven-

18 ❚ SHot BuSineSS ❚ juNe/july 2011

0711_NSSF-spread.indd 18

5/11/11 3:41:42 PM

Communications Team Paperwork at NSSF Recognized by elimination PR News Online The National Shooting Sports Foundation and then executed the plan economically (NSSF) was named a finalist in four differ- and professionally. ent communications categories and one “As a finalist for PR News’ Nonprofit PR individual category in the nonprofit/ Awards, the NSSF shares company with association division by PR News Online. the nation’s top associations and nonprofit The NSSF was named a finalist in organizations,” said Chris Dolnack, senior Advocacy Campaign & Lobbying Efforts vice president and chief marketing officer (Hunting Works for America), Annual of the NSSF. “Being recognized for these Publication & Brochure (“A Building prestigious awards demonstrates the high Block to History: NSSF level of work being produced 2010”), Digital PR and by the NSSF on behalf of our Marketing (Bullet Points) and more than 6,000 members.”

Public Affairs and Issues Thomas started with the Management (Hunting NSSF in June 2009, and is Works for America). Also, responsible for all marketing Mark Thomas, managing communications strategic director, marketing commuplanning while directing the nications, was named a efforts of the marketing comfinalist for Nonprofit munications team, which is an Communicator of the Year.

11-member department with Mark Thomas PR News’ Nonprofit PR specialists and category Awards are recognized as the experts in creative and editoriindustry’s top honor in the public al services, electronic media, emerging relations/communications nonprofit field, media and traditional communications. showcasing outstanding marketing com“The NSSF has made great strides in munications initiatives among the nation’s using multimedia and digital communicaleading nonprofits and associations. The tions to keep its members informed about coveted awards set the industry benchmark its coordinated efforts to promote, protect for excellence across all areas of marketing and preserve our industry and our sports,” communications. According to PR News, said Thomas. “It is always gratifying to the winners of the Nonprofit PR Awards have your work recognized by professionare the ones who had a strategic and inteals in the PR-communications industry. grated marketing communications plan It’s a tribute to the entire NSSF family.”

The NSSF’s new video on range safety and etiquette features NSSF member Barry Laws.

tories not only makes ATF’s job much easier when it’s visiting stores, but it also helps make paperwork more manageable, identifies bulges in inventory or low inventory levels on popular items and greatly contributes to a well-organized store.”

New Range Video Introduction to Range Safety and Etiquette explains what is expected of shooters at indoor ranges. The 8 ½-minutw e video covers the rules of gun safety; eye and ear protection; range rules; the role of the

The “Small Business Paperwork Mandate Elimination Act” (H.R. 4), legislation long trumpeted by the NSSF, passed out of the U.S. Senate by a vote of 87-12 and then moved to the President’s desk for his signature, which came only days later. The NSSF was the first national group to bring this to the attention of Congress. The NSSF recognized that repealing the 1099 reporting requirement would help protect firearms retailers and gun owners, who would otherwise be forced to provide 1099 forms to vendors from whom they buy goods totaling $600 or more annually.

The new tax-reporting requirement had been scheduled to take effect in 2012, at which time small businesses would have had to issue hundreds or even thousands of forms each year, track cumulative payments to vendors and obtain tax-identification information from each vendor.

range officer; what to do when you get to the firing line; making your handgun safe; the command “Cease fire”—who can call it, what it means and how you should

respond; and range courtesy, common sense and etiquette.

The video, hosted by Barry Laws, a member of the NSSF’s Shooting Range Advisory Committee, can be viewed online on NSSF’s YouTube channel. Shooting range managers who would like to obtain this video to play for new customers may request a free DVD from the NSSF by e-mailing Ann Siladi at asiladi@nssf.org.

© 2011 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.

juNe/july 2011 ❚ SHot BuSineSS ❚ 19

0711_NSSF-spread.indd 19

5/11/11 3:41:45 PM

NSSF DELIVERS VALUE CUSTOMIZED MARKET REPORTS NSSF Customized Market Reports are local-market reports prepared by NSSF Research on specific, custom-defined trade areas. The information in these reports aids the purchaser in understanding the current and potential local market, as related to this industry. To learn more about Customized Market Reports and how you can commission one, contact Dianne Vrablic, NSSF research coordinator, at dvrablic@nssf .org or 203-426-1320. This custom report, which costs non-NSSF members $500, is available to NSSF members for $250.

N

ONE MEMBER’S EXPERIENCE Member:

Brian Sisson, range director

Business:

Lake Norman Sporting Arms and Range, Inc., The Range at Lake Norman, Cornelius, N.C.

Description of Business: “The Range at Lake Norman is the first state-of-the-art firearms-training facility in the Lake Norman area of Mecklenburg County, North Carolina. The range is also the first woman-owned firearms-training facility in North Carolina, as well as the first primarily solar-powered firearms facility in the United States.

Brian Sisson Our new facility will open in September and will offer the shooting-sports enthusiast a top-notch facility with highly trained personnel and a selection of the best in firearms, accessories and training.”

Experience as an NSSF Member: “When we began the journey in January 2010 of providing the Charlotte market with its first state-of-the-art firearms facility, we were in need of a report providing demographics of the market to create a fundable business plan. The Customized Market Report was more than we had expected!

The CMR provided us not only with competitive information, but also with a true demographics report, which was crucial to our receiving a bank and an SBA loan in spring 2010, when banks were very hesitant to make any commercial loans. The CMR created by the NSSF is one of the valuable assets provided by the NSSF to its members. I would strongly recommend to anyone who is considering building a new range, enhancing an existing range or expanding into a new market to work with the NSSF to generate a CMR for your market. It is one of the best values for the money you will receive when creating a business plan.”

Value of NSSF Membership: As a soon-to-open facility, our business has found the information from and support of the NSSF to be invaluable. From the CMR to the NSSF Survey Tracker and Market Indicator and the array of other supporting NSSF communications, the NSSF is the most informative resource for the shooting sports. To try to open or operate a range without the assistance of the NSSF would make the journey much more difficult. We look forward to continuing our journey with the NSSF, and we are hopeful to move to the next level and become the first Five Star–rated NSSF range in the Charlotte market.”

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 6,500 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, visit www.nssf.org/join or contact Bettyjane Swann, NSSF director of member services, at 203-426-1320 or bswann@nssf.org.

WWW.NSSF.ORG 20 • SHOT BUSINESS • MONTH 2010

0711_nssf delivers.indd 20

5/11/11 10:55:44 AM

B Y J I M C U R C U R U T O , D I R E C T O R , 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

Firearms Accidents Drop The downward trend is no accident!

A

s any firearms retailer is well aware, safe handling and storage of firearms is a necessity when dealing with in-store customers. Just as necessary for those of us that own firearms and participate in the activities of hunting and target shooting is abiding by the rules of safe gun handling: •

Always keep the muzzle pointed in a safe direction.

•

Firearms should be unloaded when not actually in use.

•

Don’t rely on your gun’s “safety”; keep your finger off the trigger until you’re ready to shoot.

•

Be sure of your target and what’s beyond it.

The widespread commitment to these and other rules by firearms retailers and owners, coupled with hundreds of dedicated hunter-education coordinators teaching these rules to firearms-handling newcomers and youth, is a main reason for the downward trend in firearms-related injuries.

According to data from the National Safety Council, accidental firearms fatalities have gone down 60 percent over the last two decades, from 1,489 incidents in 1989 to 600 in 2009. Also contributing to the downward trend are: industry-supported and -funded firearms education programs, such as Project ChildSafe; other educational efforts by groups such as the National Shooting Sports Foundation, the National Rifle Association and the National Wild Turkey Federation; free firearms-locking devices voluntarily shipped with new firearms; and technological advances in firearm designs and manufacturing processes.

Industry members and experienced shooters have long known how safe and enjoyable hunting and target shooting can be, but for some without proper knowledge, firearms can be seen, and have been labeled, as a dangerous product. Data from the National Safety Council indicates that the rate of accidental fatalities per 100,000

Americans involving a firearm is 0.2.

Compare that to the rate of accidental fatalities involving a motor vehicle, at 12.8 per 100,000, and you’d find that the average American is 64 times more likely to be in an accidental fatality involving a motor vehicle than a firearm.

The Centers for Disease Control and Prevention (CDC), a federally funded government organization, tracks statistics for unintentional fatalities, and it notes that for youth 14 years of age and under, unintentional The industry-wide effort to promote responsible gun injuries are a leading handling has resulted in fewer firearms-related injuries. cause of fatality. In 2007, of the 5,067 unintentional fatalities for youth, 65—or 1.3 perly and professionally. With the surge in firecent—are attributed to firearms, which, in arms sales since October 2008, you have this category, places firearms lower than undoubtedly serviced many first-time and motor vehicles, suffocation, drowning, fires, otherwise relatively new firearms buyers. poisoning, falls and environmental causes.

Continuing to pass on information regardCDC statistics also show that the number of ing the rules of safe gun handling and unintentional firearms-related fatalities directing these newcomers to quality eduamong youth 14 and under has decreased by cation will help sustain the downward 74 percent over the last two decades, from trend in firearms-related accidents.

247 fatalities in 1987 to 65 in 2007.

For an expanded set of the rules of safe The downward trend in firearms-related gun handling, visit http://nssf.org/lit/ statistics is good news for the firearms fsdoy.pdf. For additional information on industry, but we all must continue to be safety literature available through the dedicated to firearms safety both personalNSSF, please visit http://nssf.org/lit.

JUNE/JULY 2011 ❚ SHOT BUSINESS ❚ 21

0711_NSSFYSK.indd 21

5/10/11 11:55:37 AM

AT F Q & A

Three Books or One? A manufacturer gets clarification on ATF Rul. 2010-8 I’m a manufacturer (type 07) and perform gunsmith operations in addition to manufacturing and sales. I was instructed to have three bound books: manufacturing, gunsmithing and sales. How does ATF Rul. 2010-8 affect me?

q

ATF Rul. 2010-8 authorizes licensed manufacturers to maintain the required records of 27 CFR 478.123(a), 478.123(b) and 478.123(d) in one consolidated record without the need for an approved variance, issued under 478.22, provided that the consolidated A&D record contains specific information. As such, you would be permitted to maintain one A&D record for all of your transactions. Please be aware that licensed manufacturers may be subject to the withdrawal of the authority to maintain such consolidated records if they fail to abide by the conditions of ATF Rul. 2010-8, or use any procedure that hinders the effective administration of the federal firearms laws or regulations.

Licensed manufacturers are required to maintain a record of manufacture or other acquisition (478.123(a)), a record of sales to licensees (478.123(b)) and a separate record of sales to nonlicensees (478.123(d)).

Neither the Gun Control Act nor its implementing regulations found in Part 478 specify that a separate record must be maintained for gunsmithing transactions by a licensed manufacturer. However, you are expected to record each acquisition and disposition of a firearm. [18 U.S.C. 923(g) (1), 27 CFR 478.123 & ATF Rul. 2010-8]

A

If a customer mistakenly answers Question No. 12 (“If you are a nonimmigrant alien, do you fall within any of the exceptions set forth in the instructions…”) on Form 4473 by checking “No” when the question does not apply to him, can the checked box be left alone, or must the customer draw a line through the box and initial and date the error?

q

It is the responsibility of the licensee to obtain an accurate and complete Form 4473. When certifying the Form 4473 in Section D, the transferor is certifying he or she has no reason to believe the transferee is prohibited from receiving a firearm based in part on the answers provided by the transferee in Section A. If Question 11.1 is answered with a “no” response, then the transferee should not respond to Question 12. If the transferee answers “no” to Block 12 and discovers the mistake immediately, he or she should draw a line through his response, then write his or her initials and the date next to the change. This will ensure that

A

I understand that FFL holders are required to maintain Form 4473 records for 20 years and that the records are to be sent to ATF if the FFL goes out of business. If an FFL remains in business beyond the 20-year holding period, does it still have to maintain the records?

q

No. The only requirement is to keep the Forms 4473 for 20 years.

The federal firearms regulations allow for licensees to dispose of forms that are older than 20 years. Disposition includes submission of those records to the ATF National

A

During compliance inspections, can the inspecting officer physically take all of the dealer’s Forms 4473 back to his office for further review at his convenience?

q A

The Forms 4473 are the property of the licensee until that licensee goes out of business and submits the records to the ATF Out of Business Records Center. ATF may, with

the licensee’s consent, take the Forms 4473 off premises. If done, ATF will issue a receipt for the forms, which the licensee is expected to retain in his permanent records until the forms are returned. The receipt, at a minimum, should contain the date the forms are being removed from the premises and the total number of forms involved.

the information provided on the ATF F 4473 is fully accurate.

If the licensee or the buyer discovers that a Form 4473 is incomplete or improperly completed after the firearms have been transferred, the licensee should photocopy the inaccurate form and make any necessary additions or revisions to the photocopy. The buyer should only make changes to Sections A and C. The licensee should only make changes to Sections B and D. Whoever made the changes should initial and date the changes. The corrected photocopy must be attached to the original Form 4473 and retained as part of the licensee’s permanent records.

Tracing Center (NTC). Submission of these records will allow ATF to more effectively trace crime guns. The NTC requests that licensees enclose a copy of the “Active” FFL and appropriately indicate that the records are over 20 years old. Records are to be sent to ATF, Out of Business Records Center, (OOBRC), 244 Needy Road, Martinsburg, WV 25405. It is recommended to send your records in a manner that can be tracked, i.e., via Federal Express, U.S. Postal Service, United Parcel Service or any service that provides delivery confirmation.

Contact the NTC, Industry Records Branch, at 800-788-7133, with additional questions on this topic.

22 ❚ Shot BuSineSS ❚ june/july 2011

0711_atf.indd 22

5/11/11 10:48:10 AM

At Taurus, our one-of-a-kind Metal Injection Molding (MIM) operation allows us to manufacture firearms parts that meet or exceed the highest tolerances and standards in the world. In fact, you’d be surprised if we told you some of the companies who buy our MIM components. It says a lot about the quality of our operation when you have competitors placing orders. But we doubt they’ll be saying much about that.

ENGINEERING THE ADVANTAGE.

The Taurus 800 Series with “Strike Two” capability, exclusive features and external hammer. Available in 9mm, .40 cal & .45 ACP. Also available with .22 LR Conversion Kit (includes 10-round .22 LR magazine).

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

TAURUSUSA.COM

BN_032377_SHB0711.indd 1

5/6/11 4:21 PM

FyI

by scoTT besTul

Facebook, Forums and Other F-Words Got a website? In an increasingly online world, that might not be enough

I

had been operating under the delusion that Facebook was nothing more than a social networking site where lonely losers looked for “friends” and Internet predators lurked, like bad guys in a B-movie.

It took, of all things, a shooting instructor to set me straight.

As more and more shooters utilize social-media tools such as Facebook and Twitter, retailers need to get into the loop.

“You can laugh about Facebook, Twitter and Tweeting, but that’s how people communicate these days,” says Dan Abbott, owner of Oregon Firearms Academy (OFA). “It’s also how people do business, and it’s become an important way for our customers to connect with us.”

So I stand corrected, much to the delight of Abbott, my wife and my 12-year-old twins, who are all Facebook regulars and recently helped me set up an account. I know you’re probably thinking, “I don’t have time for social networking.

Besides, I already have a website and actually know how to talk to people.”

So don’t take my word for it. Listen to Abbott, who, like me, was dragged kicking and screaming into Facebook Land.

“Done right, Facebook is just another opportunity for branding your business,” he says. “I view it as a free website, and one that a lot of people use to keep track of their friends.”

Yup, he said the F-Word. In case you’ve been living under the same technological rock that I was, Facebook (FB) is the place

where you become someone’s “friend” for no reason other than you “like” them or their page. I know, it sounds creepy and way too intimate for guys who like to shoot, but don’t get hung up on the terminology. “Friending” someone is just FB lingo for when someone wants to visit your website, and you’re comfortable with them doing so.

Once you set up a Facebook page for your business, customers (both regular and potential) can visit it and send you

“friend requests,” which you are free to accept, decline or ignore. Even better, you can “un-friend” someone, a handy option for dealing with a jerk who makes your online life miserable.

At its simplest, a Facebook page can serve as a website for your shop, with a description of who you are and what you do, and it’s easy to include basic directions, store hours and important contact information. Did I mention it was free?

Abbott has also paid for a month’s worth of advertising on the site, which drummed up more traffic—and friends— any time someone searched Facebook using a range of shooting-related lingo, such as “guns,” “ammo,” “shooting accessories” and “concealed-carry.” Abbot considers it a wise investment.

But what about all that social networking stuff, you ask? You don’t have to spend a lot of time on it if you don’t want to. “I think it’s important to be careful how you do this,” Abbott says. “You don’t need to spend time inundating your page with trivia. We keep it simple, posting one to three times per week. Some of our posts are just simple advertisements—a store special, a new class signup or a special event. We do put a fun post in there from time to time, such as pictures of customers or a celebrity who trained with us. But we strive to keep a balance between fun and business.”

In addition to being inexpensive, Facebook has not been a time-eater for OFA. “Facebook is pretty intuitive,” Abbott says. “I’m no computer guru, and I figured it out pretty quickly. Even better, I have customers and employees who volunteer to update the page regularly.

Updates are important. You need to get in there and get the dust off the thing a couple of times a week to keep it current. But it’s become an essential part of OFA. In this day and age, I don’t consider it niceto-have; I consider it need-to-have.”

online Forums

Almost anyone who’s visited a website has run into an online forum in which visitors opine (with varying degrees of intelligence) on a variety of topics. OFA owner Dan Abbott actually owns such a venue, titled Oregon Conceal Carry. “I used to serve as a moderator on the site, but OFA had no exclusivity, so I bought it,” he says. “Now we run the forum, using four administrators and six to nine moderators. It’s another branding opportunity for us, but one we watch carefully. We want to host a place where people can stay informed about issues important to us, but in an intelligent and civil manner.”

24 ❚ Shot BuSineSS ❚ june/july 2011

0711_FYI.indd 24

5/11/11 10:49:32 AM

BRIGHTENING UP THE TWILIGHT

EL 50 SWAROVISION. MORE DETAILS, MORE LIGHT

Fine details or brief moments can make all the difference – because seeing is knowing. In moments such as these, the EL 50 SWAROVISION binoculars can be relied upon to give the accuracy required to support the experienced eye of the hunter.

MAXIMUM DETAIL RECOGNITION

10x50 and 12x50 magnifications

PERFECT IMAGE AND HANDLING

thanks to SWAROVISION technology and the unique EL wrap-around grip

BRIGHTER IMAGE

due to larger exit pupil

SEE THE UNSEEN

WWW.SWAROVSKIOPTIK.COM

SWAROVSKI OPTIK NORTH AMERICA LTD. Tel. 800-426-3089 info@swarovskioptik.us facebook.com/swarovskioptiknorthamerica/hunting

BN_032475_SHB0711.indd 1

5/9/11 4:12 PM

firing line

b y S l at o n l . W h i t e

Speed Demon Weatherby holds true to its original mission

Weatherby’s Vanguard is guaranteed to shoot 1.5-inch three-shot groups.

I

f you’d like to sum up Roy Weatherby’s contribution to American riflery in two words, they would be “speed kills.” His singular leap of faith was to buck the received wisdom of the mid-1940s that slow, heavy bullets were the way to go. Instead, he offered the then-blasphemous notion that fast, lightweight bullets would produce more one-shot kills. He spent the next 10 years developing his now famous Weatherby Magnum cartridges and winning over consumers one shooter at a time. In 1957, he created the perfect delivery system for his ammo—the Mark V rifle, which featured an action that could withstand the tremendous pressures generated by his ammo.

The problem was, and is, that the Mark V is expensive (prices run from just under $1,500 to more than $3,000). So, in 1970, the company contracted with Howa to produce the far-more-affordable Vanguard, which costs—all across the line—about a third of the Mark V. And though it is far less expensive to purchase, the Vanguard is not cheap in any sense. It is a quality hunting instrument, so much so that the company guarantees that it will shoot 1.5-inch three-shot groups at 100 yards from a cold barrel when used with premium (non-Weatherby calibers) or Weatherby factory ammo. The company feels so strongly about this claim that it backs it up with a letter of assurance from Ed Weatherby, who took over for his father in the 1980s.

To see how well the Vanguard does

Selling Tip

A new wrinkle in the Weatherby product line this year is the Vanguard Synthetic Combo ($629), which includes a Simmons 3.5–10x40mm scope and Leupold rings and bases.

With this, for a few dollars more, the customer can leave your store ready to shoot.

shoot, I obtained the entry-level Vanguard Synthetic (SRP: $523) in .257 Weatherby Magnum for an antelope hunt last fall in Wyoming. The rifle features an injectionmolded Monte Carlo composite stock and a 24-inch hammer-forged barrel.

At the range, I verified the company’s performance claims. As long as the shooter does his job (meaning no flinches), the rifle will produce 1.5-inch groups. On the hunt, the rifle performed flawlessly, and I took a nice goat at about 150 yards.

Sometimes, that’s all you need to say.

The other half of the equation is the ammo I used. You don’t have to hold an advanced degree in economics to know that the cost of ammunition has skyrocketed over the past five years. And it certainly doesn’t require a marketing expert to understand that price spikes ultimately crimp demand. Premium ammo, especially, has taken it on the chin; a shooter takes a look at $80 a box and decides that maybe he doesn’t need to shoot much this year.

But price isn’t the only issue. In Weatherby’s case, just getting enough product in the pipeline at the right time is a big issue. Weatherby-branded ammo is manufactured by Norma of Sweden using a variety of bullet suppliers, including Barnes and Nosler. The arrangement demands that all the required components be in the same place at the same time, which is no small feat. In addition, all those component ship-

ments add cost to the final product.

In 2009, Weatherby simplified this process for its popular .257 Weatherby Magnum and .300 Weatherby Magnum lines by having Norma utilize its own brass, primer, powder and spitzer bullets for a new line of 100-grain loads (.257 Weatherby) and 180-grain loads (.300 Weatherby Magnum). The new program assures more timely delivery of product, but it also helps lower the price.

Weatherby can sell this new ammo for around $40 a box. I used the Norma loads, and they worked just fine. You can recommend the ammo without hesitation.

The Norma Precision Brass comes with CNC-machined primer pockets produced to match-grade specifications. Specially designed primers provide positive ignition of the large powder charges within the Weatherby Magnum rounds. The ammunition is loaded with Norma High-Grade Premium Powder for maximum velocity and energy, and has a double radius Venturi shoulder design that increases the velocity of escaping gases without increasing the pressure within the cartridge.

The ammo complements the existing Weatherby line. Those shooters who prefer the 120-grain Partition in .257 Weatherby or the 180-grain Accubond in .300 Weatherby, for example, will still be able get it, though at a higher price.

(800-227-2016; weatherby.com)

26 ❚ ShoT BuSineSS ❚ june/july 2011

0711_FiringLine.indd 26

5/11/11 10:53:06 AM

Tough enough to shoot

PINK

Join Federal Premium® Ammunition as we support thousands of survivors, family and friends and work to improve their lives one shot at a time. For information on Federal’s pink Top Gun® shells (TGL12P 8) call Dealer Services: (866) 223-9388.

A portion of the sale of Federal ® Top Gun ® shotshell will go directly to the search for a cure.

EVERY SHOT COUNTS®

BN_032374_SHB0711.indd 1

5/9/11 3:31 PM

undercover shopper

Can you find a coyote rifle in Orlando?

T

he words “coyote” and “Florida” don’t often appear in the same sentence, but there are plenty of “yodel dogs” in the Sunshine State. In fact, the ranch-rich Kissimmee Valley, just a few miles south of Mickey and Minnie Mouse in Orlando, is particularly plagued by them, and I’ve shot a lot of them there in years past.

On a recent trip to the greater metropolitan Orlando area, I decided to see how the local gun shops were dealing with the situation.

My cover story was that a hunting buddy had gained access to some private ranches to hunt coyotes and invited me to come along. But my hunting arsenal was mainly shotguns for ducks, turkeys and deer with slugs, and I needed something with a bit more reach. I didn’t want to spend a lot of money on something that I would use only occasionally. Could they suggest a moderately priced rifle rig that would be effective?

Store A The store was a small shop located on a major road south of Orlando proper. A large sign pointed out the location, but you had to negotiate your way around to the back of a few buildings in order to reach it. The parking was adequate.

The shop was clean and neatly organized. There were several men milling about behind the counter, one of whom quickly acknowledged my presence.

There were no other customers in the store. As I approached the counter person, I took a quick glance at the inventory displayed, and it told me that I wasn’t likely to find what I was looking for.

The inventory was primarily AK-style rifles, with no MSRs or bolt-action guns. The remainder of the inventory was heavily directed toward the “tactical” side in handguns and accessories. I gave my story and got a somewhat blank look, but was told I could order anything I wanted if I paid up front. I thanked the salesman for his time and left.

Store B This was a major chain store, just off an interstate highway north of Orlando proper. The big sign was easy to see, and parking was spacious.

At the firearms section, I saw two men behind the counter. Both were engaged in conversations with customers and did not immediately acknowledge my presence.

That gave me the opportunity to browse the display cases, which were well stocked with handguns, long guns, optics and other accessories. When a counter person became available, I gave him my story and expected a typical big-box chain store response.

I didn’t get it.

It turns out that I was talking to a very

Store C This relatively large stand-alone building was located on a side street just off a major thoroughfare in an underdeveloped area of Orlando, but the signage made it easy to find. The display area was large, well lit and extremely clean. There were several counter people on hand, but all were engaged with customers.

I browsed a bit, and it became obvious from the inventory that this store was oriented toward sport, tactical and selfdefense. Bolt-action rifles were nonexistent, but there were plenty of modern sporting rifles as well as a decent selection of optics.

When a salesperson became available, I gave him my story. He explained to me why an MSR would be a good choice. We

pixelpushers

Chasing Coyotes In Mouse Land

knowledgeable varmint hunter. He pointed out effective calibers, rifle actions and optics, and even mentioned lower-pricepoint products that would be effective.

He also noted that he would be happy to mount and bore-sight any scope I chose, and I could shoot the combo at their range next door (at a distance of less than 20 yards) to confirm that I was zeroed close enough to start the sight-in process. He then explained just how to achieve the proper zero on the gun. I could have left the store that day with effective equipment and from a large selection, even if I had no previous knowledge on the subject.

28 ❚ Shot BuSineSS ❚ june/july 2011

0711_undercover.indd 28

5/10/11 11:46:29 AM

talked for a while, and he eventually wound up recommending a rig that was virtually identical to one of my own favorite coyote rifles. The advice was excellent, but the product selection was limited. Still, I could have left the shop well equipped.

Store D I found this large stand-alone building on a major road just north of Orlando.

Signage was excellent, and parking was more than adequate.

It offered a variety of hunting/shooting-related services, including a 25-yard indoor range, shooting instruction and gunsmithing services. It even had a very thorough archery section. The shop was clean, well lit, neatly arranged and packed with a wide selection of merchandise.

After browsing a bit, I got to the rifle section and saw an adequate selection of suit-

able guns. Although the optics section was limited, you could still put together an effective package.

I gave my spiel to a young man behind the counter. He had basic knowledge and began showing me rifles that would be suitable. He was pleasant, and gave me the time I needed while he attempted to answer my questions. There was enough of a selection that I could have walked out with an effective rig.

how’d they Do? Customer Service

The salesman was very pleasant as he tried to sell me something that was totally unsuitable. store

A

The salesman was very engaging and well spoken. he was also very patient, and took the time to show me a number of options. store

B

Product Knowledge

he knew something about AKs, but nothing about what i required.

he was an experienced varmint/predator hunter who understood what i needed, and had a solid knowledge of the products.

The salesman was a very pleasant fellow who gave me all the time i needed and answered all my questions without lecturing.

he understood the Msr well, and knew how it could be rigged to be very effective, but wasn’t as sharp on other rifles.

store

C

The counter person was very courteous and well spoken. he took the time to let me handle a number of models. store

d

he had a basic knowledge of what i wanted to do, and he had a very good understanding of the products that would allow me to do it effectively.

SCorInG SySteM: Outstanding:

Product Availability

Winner: store

There was nothing suitable in the store, but if i paid up front, they’d order whatever i wanted.

excellent selection. i could have walked out with a good rig, with a scope mounted and bore-sighted.

A good selection of Msrs and some optics, but little else.

An adequate selection of rifles, but i felt the optics selection was a bit limited.

Very Good:

Average:

B

This wasn’t an easy call, and the margin between this shop and store D was as narrow as it can get. The tipping point was the larger selection of optics, and the fact that i could have them mount and bore-sight a scope and then walk next door to the range and shoot it. That would have greatly simplified the buying experience and sent me on my way ready to go.

Gander Mountain 3750 Flagg lane lake Mary, Fl 32746 407-804-0514 gander mountain.com

Fair:

poor:

june/july 2011 ❚ Shot BuSineSS ❚ 29

0711_undercover.indd 29

5/10/11 11:46:31 AM

LAW ENFORCEMENT

2011 The law enforcement and tactical segments continue to grow by leaps and bounds

By Chris Christian

F

or the past 10 years, the law enforcement and tactical side of the firearms industry has been one of the fastest-growing industry segments, and this year will be no exception. Piston-driven ARs dominate the Patrol Rifle field, and several new models will appear, along with upper units that mate with existing AR lowers. (Many sport shooters, attracted to such firearms, are using them in an increasing number of recreational contexts, to the extent that the NSSF reminds us that they have become today’s “modern sporting rifle” [MSR].) But a boltaction Scout Rifle and an innovative shotgun will also garner attention.

All of these firearms need a sighting system, and manufacturers are now offering a staggering array of sophisticated scopes, red dots and reflex units, many of which reflect military roots. Handguns haven’t been ignored, and a number of new duty, backup and special-purpose pistols are on display. When you add in the number of new optical mounting systems and accessories, you’ll find plenty of items to make your register ring this year.

30 ❚ SHot BuSineSS ❚ june/july 2011

0711_LE 2011.indd 30

5/10/11 11:30:53 AM

june/july 2011 ❚ SHot BuSineSS ❚ 31

0711_LE 2011.indd 31

5/10/11 11:31:07 AM

Image courtesy of avon ProtectIon systems, Inc. © 2009 clIff PatrIck / tactIcal Image

LAW enFoRCeMent

2011

aimpOint the new aimpoint Patrol rifle optic (Pro), which features a hard-anodized 30mm tube that houses advanced electronics, is designed to meet the needs of le professionals via a 1X magnification 2 moa red-dot scope that provides parallax-free, unlimited eye relief. the unit is powered by a single Dl 1/3n battery, which, according to aimpoint, offers three years of battery life, even if left on continuously. the front lens has a unique band-pass coating that allows the sight to be used with all generations of night-vision devices, and the sight is compatible with the aimpoint 3X magnifier.

Designed for Picatinny rails, the modular QrP2 mount includes a removable spacer that allows the sight to co-index with the standard front sight on ar-style rifles and carbines. the spacer can be removed to allow lower mounting on a4 (flat-top) upper units, as well as shotguns and sub-machine guns. an adapter is available to allow a2 carry-handle mounting. the mount incorporates a torque-limiting twist knob that provides the optimal level of mounting tension on the rail, eliminating the possibility of over-tightening. lenses are recessed into the sight tube to help protect against impact damage and fingerprints, and the front lens barrel is threaded to allow the use of anti-reflection devices. flip-up lens covers are included to further protect lenses, and a transparent rear-lens cover allows target acquisition in emergency situations. Windage and elevation adjustments are .5 moa (½ inch per click at 100 yards), and the adjustment turret and battery compartment covers incorporate retainer straps to prevent loss. the aimpoint Pro has an operating temperature range of -50 f to 160 f and is waterproof to 150 feet. the overall length is 5.1 inches, with a weight (including mount) of 11.6 ounces. srP: $440. (703-263-9795; aimpoint.com)

ArmaLite

The ArmaLite Special Purpose Rifle (SPR) has proven popular with many, and this year it gets an upgrade in the new SPR Mod 1. The SPR Mod 1 retains the basic features of the original SPR rifle but offers a 16-inch (1-in-9 twist), double-lapped, freefloated barrel chambered for the 5.56mm/.223. Added to that are four detachable 1913 rails that allow greater freedom in accessory mounting. Four additional detachable rails are also supplied and include a 1913 rail with a QD sling-swivel hole, low-insert rails to provide a low-profile bare rail and a plain insert with a QD sling-swivel hole. Changing rails requires nothing more than a torque wrench. In addition, a new 8-inch-long gas system provides more uniform gas pressure, easier extraction and less residual unburned powder in the action. Additional features on the Mod 1 include a chrome-lined barrel, a two-stage tactical trigger, an extra-strength steel bolt assembly and a hard-coat finish.

SRP: $1,554. (309-944-6939; armalite.com)

Crimson trace Corp.

For 2011, CTC makes its popular Lasergrip model available for the recently introduced Kimber Solo handgun. In the Laserguard line, grips are now available for the Springfield Armory XD product line. (800-442-2406; crimsontrace.com)

The Crimson Trace Lasergrip is now available to fit Kimber’s Solo handgun. The Lasergrip line will fit the Springfield Armory XD product line as well.

32 ❚ SHot BuSineSS ❚ june/july 2011

0711_LE 2011.indd 32

5/10/11 11:31:37 AM

BN_032653_SHB0711.indd 1

5/12/11 12:13 PM

LAW enFoRCeMent

2011 Weaver Optics

Weaver’s new 3–15x50mm long range scope is designed to provide long-range precision capability while retaining quick target acquisition at closer ranges. It features waterproof, fogproof, shockproof and anti-recoil construction in a 30mm one-piece argon-purged tube, with fully multi-coated lenses that incorporate extra-hard coating on exterior lenses. the first-focal-plane proprietary mil-dot reticle offers the option of illuminating the reticle in red or green. like the long range scope, Weaver’s new 1–5x24mm Illuminated Intermediate range scope features shockproof, fogproof and waterproof construction in a one-piece argon-purged 30mm tube with fully multicoated lenses and extra-hard coating on exterior lens surfaces.

However, it is intended to fit with an ar-style Patrol rifle and combine rapid close-range target acquisition with the ability to deliver precision fire at longer ranges when required. offering true 1X magnification at the lowest setting, its aggressively knurled power-adjustment knob allows the power to be quickly increased to the maximum 5X. the first-focal-plane reticle can be illuminated in red or green (five brightness settings for each) and provides a fast center dot for close-range use, with clearly delineated holdover marks for longer-range use. the ar-15/m16 fixed Back up Iron sight ($80.49) is built with a 6061 t6 aluminum main body with a type III hard-coat anodized finish and internal steel components with a manganese phosphate finish. Designed to slip onto any Picatinny rail, this compact BuIs rear unit mates with mil-spec front sights and features a large base clamp for stable attachment, a dual flip-up

aperture with a wide cQB and a smaller precision aperture. mounting a 30mm-diameter optic to an ar can sometimes be a problem, and the new Weaver sPr 30mm optics mount ($100.49) is designed to alleviate that. the one-piece mount is constructed of 6061 t6 aluminum alloy with a type III hardcoat anodized finish and provides the optimal height and forward cantilever for ar-platform rifles and carbines, and featuring hand-adjustable knobs for easy mounting and removal.

the ar-5 flat top riser rail 20 moa ($60.95) fits any Picatinny upper rail and provides 20 minutes of angle vertical adjustment to allow scopes on ar rifles to achieve a greater zero range. mounting a scope with a large objective range onto an ar-style Picatinny rail with standard rings is often a problem if the bell exceeds rail height. the new Weaver Picatinny riser set ($37.95) attaches to any milspec rail and adds .5 inches of height to the original rings. (800635-7656; weaveroptics.com)

34 ❚ SHot BuSineSS ❚ june/july 2011

0711_LE 2011.indd 34

5/10/11 11:31:41 AM

BN_032604_SHB0711.indd 1

5/11/11 9:55 AM

LAW enFoRCeMent

2011

Kel-tec CnC industries

The KSG is Kel-Tec’s first entry into the shotgun marketplace, and it boasts some surprising innovations. This 12-gauge (2 ¾-inch chamber) pumpaction shotgun is built on a pistol-grip bull-pup action that keeps the overall length to a compact 26.1 inches.

Furthermore, even though it utilizes a steel receiver, it weighs a trim 6.9 pounds when empty. The Cylinderbore barrel measures 18.5 inches.

The pump-action feeds from dual right- and left-side tubular magazines holding 7 rounds, for a 14-round total (and a loaded weight of 8.5 pounds).

The feed tube is manually selected via a lever located behind the trigger guard, and the lever has a center position to allow the chamber to be cleared without feeding a round. In addition to a higher capacity, the dual magazines provide quick access to a predetermined round selection that can mix buckshot with slugs—or tear gas, bean bags, rubberbullet loads or other tactical considerations. Shifting magazines is as quick as flipping a lever. A cross-bolt safety blocks the sear, and the slide-release lever is located in front of the trigger guard.

The KSG is shipped without sights. A Picatinny top rail allows for the quick installation of optical sights. The pump includes an underside Picatinny rail for the mounting of lights, lasers and other rail accessories. SRP: $880. (321-6310068; keltecweapons.com)

Mesa tactical

Those operators who own a Benelli M1, M2 or M4, or a Remington 870 pump shotgun (or any Remington gas-operated semi-auto in its Tactical line) and desire a true tactical fixed pistol-grip buttstock should take a look at the Mesa Tactical Urbino Tactical Shotgun Stock. The Urbino Tactical is a fixed-length shotgun stock (made in the U.S. from injectionmolded glass-filled nylon) that installs easily on the above-mentioned shotgun models and features a 12.5-inch length of pull, a soft urethane rubber pistol grip (padded at the rear to reduce felt recoil), an optional LimbSaver butt pad, an optional

LeupOLd & stevens Designed as a multi-purpose optical sight for military or le use, the new leupold mark 4 cQBss 1.1– 8x24mm riflescope allows an operator to quickly choose any magnification range, from 1.1X (for close-range work) to 8X (for precision shooting at extended ranges). In addition, a turn of the dial illuminates a 5 moa holographic dot. the mark 4 cQBss is available with leupold’s Horis H27 reticle or the mtmr reticle. Both feature a front-focal-plane reticle, the rangefinding capabilities of which remain accurate at all magnification ranges. In addition, it is nightvision compatible. the scope features a 34mm main tube (34mm rings supplied) and includes flipup lens covers, a 2.5-inch lens shade and a cr2032 battery. additional features include an Index matched-lens system with Diamond coat, pinch-and-turn auto-locking windage and elevation adjustments (with one click equaling 0.10 mil and a 100 moa adjustment range), eight illumination settings on the holographic dot, a Ballistic Drop compensator ring that can be interchanged for different-caliber loads and a lockable fast-focus eyepiece. the argon/krypton gasfilled tube is waterproof and fog-

proof. the length is 11.75 inches, and it weighs 23.2 ounces. those looking for a more compact scope that can handle close- to medium-range chores will find it in the new mark 4 High accuracy multi-range (Hamr) riflescope. this fixed 4x24mm scope weighs 17.2 ounces and measures 5.6 inches in length. It features leupold’s Xtended twilight lens system and provides a constant 2.71 inches of eye relief as well as 0.10 mil click adjustments for windage and elevation. It is also waterproof, fogproof and shockproof, and includes a f88 5.56mm Bullet Drop compensation (BDc) dial. a flat-top Picatinny mounting system is included with each scope, and leupold’s DeltaPoint reflex sight can be attached to the unit to provide instant target acquisition at close quarters. the heart of the 4x24mm Hamr riflescope is leupold’s new cm-r2 reticle. the cm-r2 combines the ranging ability of leupold’s special Purpose reticle with the quick acquisition of the circle Dot reticle. the cm-r2 is designed to allow the shooter to focus more attention on the target than on the reticle. a boldly illuminated 0.5 moa dot is sur-

The Mesa Tactical Urbino Tactical Shotgun Stock features an optional LimbSaver butt pad.

adjustable cheek-riser piece and multiple sling-mounting options.

The field-adjustable cheek-riser stock piece delivers a superior cheek weld when used with optical sights, and it snaps into place quickly on the molded side rails of the specially equipped Urbino stock armatures. It can be installed for higher profile optical sights or quickly removed for iron or bead sights. In addition, SureShell shotshell carriers can be fitted to the cheekriser. SRP: $100 to $180. (949-642-

3337; mesatactical.com)

36 ❚ SHot BuSineSS ❚ june/july 2011

0711_LE 2011.indd 36

5/10/11 11:31:47 AM

The HAMR scope uses the new CM-R2 reticle. The Mark 4 CQBSS allows quick changes in magnification. rounded by a 5.0 moa semicircle.

Hash marks on the horizontal stadia lines are calibrated for leading moving targets at 5, 10 and 15 mph. vertical marks allow the shooter to estimate ranges based on 18-inch targets while providing holdover points for ranges between 300 and 900 meters. the etched-glass reticle is clearly visible whether the illumination feature is in the on or off mode. the new cm-r2 reticle will also be available in leupold’s existing mark 4 mr/t and cQ/t riflescope line. leupold notes that for maximum effectiveness, the cm-r2 reticle should be zeroed at 200 yards using m885 5.56mm nato ammunition producing a muzzle velocity of 2,810 fps with a 62-grain bullet. However, shooters who take the time to dope their loads on the range will find the cm-r2 effective with a wide variety of loads, and it will also prove useful for action rifle competitors. mounting optical sights gets easier with the introduction of leupold’s new Integral mounting system (Ims), which will now be available in the mark 1, mark 2,

mark 4 and mark 8 configurations for riflescopes commonly used by military, le and competitive shooters. created specifically for ar- and msr-style rifles, the Ims optical sight mount features a monolithic cantilever design for strength. formed from one piece of aluminum bar stock, the integral base/ring eliminates two common problems associated with mount-

Rock River Arms

Rock River Arms adds a piston-driven rifle to its product line with the new PDS Carbine. This gas-piston-operated carbine is available in 5.56mm NATO/.223 Rem. It features a 16-inch chromemoly barrel with a 1-in-9 twist. Supplied with an A2 flash hider, the muzzle is threaded for ½ x 28 threads and will accept most popular muzzle accessories. A full-length upper Picatinny rail runs from the rear of the receiver to the regulator housing to allow for optics mounting, and a small Picatinny section located on the underside of the gas block will accept additional accessories. An injection-molded ribbed handguard and a Hogue rubber pistol grip provide secure holds. The trigger assembly is Rock River’s popular two-stage model. The gas regulator is adjustable in two positions to handle differing load pressures.

One advantage of a piston-driven system is that it allows for a folding buttstock, as opposed to the fixed buffer system found on

ing an ar/msr scope— height and eye relief. the Ims construction includes pre-set ring spacing and a highly accurate return-to-zero when the sight is removed, if the user marks only one spot on the rail. the Ims comes in a black finish and can mount scopes of 1 inch, 30mm or 34mm diameter. (800538-7653; leupold.com)

direct-impingement gas systems. The PDS Carbine comes with a six-position adjustable buttstock that extends to an overall length of 37.75 inches, but folds to a compact 26 inches. It is supplied with one 30-round magazine, but accepts all standard AR 5.56mm magazines. SRP: $1,685. The larger-receiver AR-10 languished for years, but with the popularity of the AR-15, many shooters who have embraced that platform want more powerful cartridges. The LAR-8 series of AR-10 rifles adds the .308 Win., 7mm-08 Rem. and .243 Win. to the line. (866-980-7625; rockriverarms.com)

The piston-driven Rock River PDS Carbine is available in 5.56mm NATO.

june/july 2011 ❚ SHot BuSineSS ❚ 37

0711_LE 2011.indd 37

5/10/11 11:31:55 AM

LAW ENFORCEMENT

2011 RugeR

The new Ruger SR-556C is a carbine-length version of its standard SR-556. Chambered for 5.56mm/.223, the 16.1-inch barrel features an integrally machined flash suppressor that meets all ATF regulations for civilian and commercial sales, but trims 1.75 inches from the overall length. It maintains the mid-length gaspiston system and heavy contour, .850-inch barrel, but the barrel is fluted under the handguard to help reduce weight. The shorter, fluted barrel results in a carbine a half pound lighter than the standard model. The SR-556C is supplied with all the standard features and accessories of the original rifle. SRP: $1,995.

Those looking for more power than the 5.56mm/.223 Rem. will find it in the new SR-556/6.8. The 6.8 Special Purpose Cartridge (SPC) was originally developed for military consideration, using a .277-caliber bullet in a cartridge case providing the same overall length as the 5.56mm, to allow it to work in existing AR-15 actions.

The new Ruger SR-556/6.8 features a 16 ¹⁄8-inch barrel with a 1-in10 twist rate and the standard SAAMI 6.8 SPC spec chamber. The muzzle is threaded for standard 5⁄8-24 accessories and is capped with Ruger’s Mini-14/SR-556 flash

Gunsite Scout Rifle (above) is built on the M77 platform. The SR-556C (right) is chambered for 5.56mm; the SR-556/6.8 (far right) utilizes the more powerful 6.8 Special Purpose Cartridge. suppressor. The rifle offers all the standard features of the original SR-556, including a chrome-lined, hammer-forged .850 contour barrel, a four-position gas regulator, a one-piece bolt carrier, a midlength two-stage gas-piston system, a six-position adjustable buttstock, Troy Industries Folding Battlesights, a quad rail, rail covers and a Hogue Monogrip. The rifle ships with one 5-round magazine and two 25-round magazines in a padded carrying case. Empty weight is 7.75 pounds. SRP: $1,995.

Shooters who presently own a mil-spec AR-15 lower unit can now upgrade to Ruger’s two-stage piston system simply by buying the upper assembly. All three Ruger versions are offered.

The standard SR-556 (5.56mm/.223) upper features a 16.1-inch .850 contour barrel in the same chrome-lined, hammerforged configuration as the standard SR-556. All features found on the complete SR-556 are included with the upper unit. The carbine-length version (SR-556C, 5.56mm/.223) is also available with all standard features. Those wanting a power increase can now purchase the SR-556/6.8 upper unit.

Each upper unit includes the Troy Industries quad rail, rail covers, folding battlesights and a fourposition gas regulator, and is shipped in a padded case with Velcro fasteners and internal magazine pockets. The 5.56mm versions are shipped with three 30-round Magpul magazines, while the 6.8 SPC version is supplied with one 5-round magazine and two 25-round mags. SRP: $1,449.

Although the AR-15 is the most popular Patrol Rifle platform, there are a number of shooters who favor a compact majorcaliber bolt-action carbine along the lines of the Jeff Cooper– inspired Scout Rifle. This year, Ruger offers the Gunsite Scout Rifle, developed in conjunction with Gunsite instructor Ed Head.

Built upon the Ruger M77 controlled-feed bolt-action platform, the Gunsite Scout Rifle is chambered for .308 Win. It features a 16.5-inch cold-hammer-forged steel-alloy barrel and is equipped with a Mini-14 protected, nonglare post front sight and a receiver-mounted adjustable rear Ghost Ring sight for out-of-thebox usability. Integral scopemount bases are located forward of the receiver to allow the use of

38 ❚ ShOT BuSiNESS ❚ june/july 2011

0711_LE 2011.indd 38

5/16/11 10:39:03 AM

Intermediate eye relief (Ier) “scout-style” scopes, and ruger rings are included. the muzzle is threaded for 5⁄8 x 24 threads to allow the use of most popular muzzle accessories, and the gun is shipped with a mini15/sr-556 flash suppressor installed, as well as a 10-round detachable box magazine. the metalwork and laminate stock are finished in matte black, with sling swivel studs and a checkered grip and forearm. the trigger guard and magazine well are formed from a glassreinforced polymer, and the magazine release is a mini14-style paddle just ahead of the trigger guard. a soft recoil pad with three interchangeable ½-inch stock spacers allow for length-ofpull adjustment. empty weight is approximately 7 pounds. srP: $995. rifles and carbines are the big news in the ruger tactical lineup this year, but handguns weren’t ignored. the new lc9, which has a

barrel length of only 3.12 inches, is an ideal candidate for a compact off-duty or backup gun. With a polymer-frame Doa-operating action, this 9mm semi-auto is

hammer-fired and operates from a locked breech. one 7-round magazine is supplied. the slide locks open on an empty magazine with an easily manipulated slide release. a single-side manual safety, magazine disconnect safety, californiaapproved loaded chamber indicator and a pivoting external extractor are standard. High-visibility threedot sights help provide rapid target acquisition. overall length is 6 inches; width is just .9 inches. srP: $443. lastly, the compact ruger lcr revolver will now be available with the Hogue tamer Boot grip and the Xs 24/7 tritium standard Dot front sight. srP: $575. the Hogue grips will also be available as an accessory item and will easily interchange with the original grips. (928-541-8893; ruger.com) The compact LCR revolver is now available with the easily installed Hogue Tamer Boot Grip.

june/july 2011 ❚ SHot BuSineSS ❚ 39

0711_LE 2011.indd 39

5/10/11 11:32:11 AM

LAW enFoRCeMent

2011

The RMR with Triangle Reticle (above) delivers a highly visible reference for close-range shooting. The RMR with Adjustable LED (below) is powered wth a long-life lithium battery. The TrijiDot Fiber Optic Shotgun Sight (left) is designed to provide a brighter front bead for ribbed-barrel shotguns.

trijicon

Two new models of the Ruggedized Miniature Reflex sight, a new line of highvisibility handgun sights and a front-bead shotgun sight highlight the 2011 new products from Trijicon. The RMR has proven very effective at providing fast, both-eyesopen target acquisition on virtually any firearm type or caliber. Built with a military-grade housing that’s constructed from an investment-cast aluminum alloy with a hard-anodized finish, it has been battle-tested and is currently in use by both military and LE units. Its compact size allows it to serve as a lightweight primary sight or as a backup sight (often mounted atop the primary weapon sight on the AR-15/M16 platform rifle or carbine), and it offers positive click adjustments for windage and elevation. Two new models join the RMR product line this year.

The RMR with Adjustable LED ($675) is powered by a long-life lithium battery. It offers eight brightness levels, including a Super Bright setting that provides a positive aiming dot under even the harshest sunlight. It incorporates two aiming points that can be quickly selected by the user—a 3.5 MOA dot for precision shooting and a 6.5 MOA dot for rapid closerange target acquisition.

The RMR with Triangle Reticle ($625) is a battery-free sight that uses Trijicon’s established amber-colored triangular reticle, which combines the dual-illumination features of tritium and advanced fiber optics to deliver maximum visibility under all light levels. The triangular reticle functions as a highly visible reference for closerange shooting while allowing the point of the triangle to serve as a precise aiming point to deliver accurate fire at extended

ranges without obscuring the target.

Trijicon’s battery-free tritium-powered night sights have served as an industry benchmark for more than two decades.

They are standard issue with many LE agencies and military units, as well as the first choice for a number of handgun manufacturers offering night sights as an option. This year, Trijicon offers an enhanced version.

The new HD Night Sights are designed to excel under demanding close-range conditions by placing the primary emphasis on faster front-sight acquisition. The new HD sights incorporate enhanced front-sight visibility with a slightly de-emphasized rearsight unit. On the front sight, a tritium lamp lies within an extra-large brightly colored (yellow or orange) dot area that provides a distinctive sight picture. In addition, special photoluminescent (glow-in-the-dark) powders in the paint aid in faster front-sight acquisition during transitional light periods.

The rear sight contains custom black-outlined tritium lamps surrounding a wider

U-shaped rear notch and features a redesigned rear-sight face that is back-angled to reduce glare. As an added feature, the rear sight incorporates a “hooked” design that aids in one-hand emergency slide manipulation. According to the company, testing has shown that most users (regardless of handgun skill level) are appreciably faster in obtaining close-range center-of-mass hits with the HD design, due to the ability to obtain a faster focus on the front sight. The sights are available for many popular handgun makes. SRP: $149 to $175.

Lastly, the new TrijiDot Fiber Optic Shotgun Sight ($85) is designed to provide a brighter front bead for ribbed-barrel shotguns. It uses proprietary fiber optics that magnify and focus ambient light to provide a brilliant aiming point under the widest range of lighting conditions. The 4mm fiber optic is available in either red or green and is capped with a protective sapphire lens that helps distribute light and protect the fiber optics from solvents.

(800-338-0563; trijicon.com)

40 ❚ SHot BuSineSS ❚ june/july 2011

0711_LE 2011.indd 40

5/10/11 11:32:40 AM

BN_032381_SHB0711.indd 1

5/9/11 3:25 PM

LAW enFoRCeMent

2011 bLackhaWk

a number of new products expand Blackhawk’s long-gun accessory lineup for 2011. the new Blackhawk knoxx specops stock gen II with forend ($134.99) increases the effectiveness of the original specops stock. constructed of lightweight polymer and alloy, the dual recoil-compensation systems reduce felt recoil by up to 85 percent, allowing for faster targeting times. the ergonomic pistol grip features interchangeable rubber inserts, and the seven-position adjustable stock allows individual fitting. additional features include an integrated ambidextrous single-point sling plate and a quick-detach sling swivel. the Blackhawk ar-15/m16 oversized trigger guard ($10.99) is a drop-in replacement that is enlarged to allow better access to the trigger when the shooter is wearing gloves. It eliminates the need to pivot open the trigger guard as well. It’s constructed of 6061 t6 aluminum with a black matte type III hard-coat anodized finish. the Blackhawk ergonomic grip ($26.99) is designed to fit most ar-15/m1-style rifles and features finger grooves, an aggressively textured grip surface and an integral rear upper extension to support the web of the hand. the grip also incorporates a storage compartment, and is available in Black, Dark earth and olive Drab. the Blackhawk Precision tactical Bipod ($229.99) is a simple, straightforward design that mounts and detaches from a Picatinny rail quickly—without tools—using its large paddle locking levers. the telescoping legs quickly adjust from 7 to 10 inches, and allow 25 degrees of cant to accommodate uneven surfaces. the legs lock securely in the open and closed positions. constructed

from 6061 t6 aluminum, with a type III hard-coat anodized finish, it’s available in Black. the Blackhawk rail mount vertical grip ($39.99) is molded from a high-performance fiberglass-reinforced polymer and features redundant clamp screws for secure mounting to any Picatinny rail. It also offers an adjustable fit to compensate for out-of-spec rails. available in Black, Dark earth and olive Drab, the grip has an o-ring-sealed storage compartment that pro-

vides a convenient place to store batteries and other small items. two different end caps are included to allow for a custom length. the Blackhawk low-Profile cover ($7.99) is a lightweight, five-slot Picatinny rail cover designed to protect and secure the electrical wires commonly found on remote accessory-item switches. constructed of santoprene, it provides a lowprofile rubbery grip surface. (800694-5263; blackhawk.com)

42 ❚ SHot BuSineSS ❚ june/july 2011

0711_LE 2011.indd 42

5/10/11 11:32:48 AM

BN_032830_SHB0711.indd 1

5/17/11 3:54 PM

LAW enFoRCeMent

2011 smith & WessOn

s&W expands its m&P rifle product line with several new models, including some specifically designed to meet certain state compliance rules. Joining the piston-operated m&P15Ps and m&P15PsX series, the new california-compliant m&P15Ps features a fixed 10-round magazine that is removed by using the Bullet Button. the new model is a 16-inch-barreled semi-auto chambered for 5.56mm/.223 with a 1-in-9 twist rate. like the other Ps-series models, it uses a gas-piston system, with an adjustable gas regulator (full, reduced and off) and a chrome-lined bore, gas key and one-piece bolt carrier. Incorporating a sixposition car buttstock, the overall length is 35 inches when fully extended, 32 inches retracted. additional features include a standard solid handguard, 4140 steel barrel and Picatinny section above the gas block. the rifle is configured without sights with a flat-top Picatinny receiver. srP: $1,359. the direct-impingement m&P series expands with the m&P15 sport. Based on the standard m&P15, this model features a 16-inch 4140 steel barrel chambered for the 5.56mm/223, with a 1-in8 twist. additional features include an a2 flash suppressor, upper and lower receivers constructed from 7075 t6 aluminum alloy, a polymer handguard and a chrome-lined gas key and bolt carrier. each rifle is fitted with an adjustable a2 post front sight and an adjustable dual-aperture rear sight. three versions will be available. the m&P15 sport comes standard with a six-position adjustable buttstock that measures 35 inches extended, 32 inches col-

The M&P15T (left) features a six-position telescoping stock but also offers fixedstock versions. The M&P15 Sport comes with a 16-inch chrome-lined barrel.

lapsed. It features an a2-style flash suppressor and weighs 6.5 pounds empty. srP: $709. to comply with state regulations in connecticut, massachusetts, maryland, new Jersey and new york, s&W offers a 10-round removable magazine and a fixedlength stock. In addition, the firearm comes without a flash suppressor. to meet california regulations, the sport features a 10-round fixed magazine (the magazine that can be accessed only through the use of a Bullet Button) and comes with an a2 flash suppressor. the new m&P series m&P15t receives a similar treatment with a base gun and two statecompliant versions. all three versions share common features, including a 16-inch melonite barrel chambered for 5.56mm/.223, with a 1-in-8 rifling twist, a 10-inch anti-twist free-floating rail, folding magpul BuIs front and rear iron sights, a hard-coat anodized black upper and lower receiver constructed from 7075 t6 aluminum alloy and a chrome-plated gas key and bolt carrier. the base m&P15t model features a six-position telescoping stock and a2 flash suppressor and is shipped with a 30-round magpul Pmag magazine. srP: $1,469. the m&P15t fixed stock is compliant for sale in connecticut, massachusetts, maryland, new Jersey and new york. It features a 10-round removable magazine and a fixed pinned stock, with no flash suppressor. srP: $1,709. the m&P15t 10-round fixed magazine is california-compliant, with a fixed magazine accessed through a Bullet Button and includes an a2 flash suppressor. srP: $1,469. though rifles and carbines are the big news for s&W this year, there are also several notable handgun introductions, ranging

44 â?š SHot BuSineSS â?š june/july 2011

0711_LE 2011.indd 44

5/10/11 11:32:51 AM

from model series upgrades and useful product kits. the m&P .40 s&W and 9mm are now available in a vtac version. Based on the standard 4.25-inch barreled models—.40 s&W (15-round magazine capacity) and 9mm pistols (17-round magazine capacity)—and offering all the standard features and specifications of those pistols, the new m&P40 vtac and m&P9 vtac feature the vtac Warrior 2-in-1 fiber-optic and tritium night sights. the vtac series also sports a flat Dark earth (fDe) finish. srP: $779. the m&P45 and m&P9 are now available in “threaded Barrel kit” versions (srP: $719). each kit includes a second, fitted drop-in barrel that protrudes beyond the muzzle and is threaded to accept suppressors. a protector cap covers the threaded portion of the barrel when required, and with that in place, the threaded barrel can be used as a standard barrel or be quickly replaced with the original barrel.

Home defense involves more than just having a gun, and s&W simplifies the process of acquiring the proper system with the new Home Defense kit (srP: $499).

Based on the sD40 and sD9 platform, it combines a gun, light and storage system into one product kit. available in .40 s&W (14+1 standard capacity version and 10+1 low capacity) and in 9mm (16+1 standard and 10+1 low capacity), both guns feature a 4-inch stainless-steel slide and barrel. (800-331-0852; smith-wesson.com)

The Burris 1.5–6x40mm Xtreme Tactical Riflescope has been designed for close- and mid-range operation with the 7.62mm round.

Burris

A new dedicated 7.62mm tactical riflescope, several new mounting systems and a new line of Steiner military scopes are the big news at Burris this year. Designed for close- to mid-range operation with the 7.62mm round, the new Burris 1.5– 6x40mm Xtreme Tactical Riflescope (XTR) is built on a 30mm tube with thicker outer walls to increase strength. Other features include a double-force coil-springadjustment suspension system, Hi-Lume multi-coated lenses, low-profile XT-1 Tactical adjustment knobs, an integrated eyepiece and power ring, a side-mounted turret parallax adjustment and a sidemounted illumination switch (with multiple intensity levels) for the reticle. The 7.62mm illuminated ballistic reticle was designed for both fast target acquisition at close range and precision at longer ranges.

The reticle’s drop compensation is optimized for the 7.62mm round. SRP: $799.

This year, Burris takes over the U.S. distribution of Steiner Optics, and a new line of Steiner military riflescopes will make its American debut.

The line is made up of five scopes, which share such common features as a rugged 34mm tube; 19.5 mils of elevation adjustment and 5 mils of right and left windage; a specially designed illuminated front-focal-plane G2 mil-dot reticle; sidemounted parallax/focus adjustment; and Steiner’s highly respected fully multicoated optics.

The windage and elevation adjustments are in 0.1 mil increments, and all adjustments are clearly indicated by detents and audible clicks, with hard stops at both ends of the adjustment range to prevent a shooter from “getting lost” on the dial.

For shooting at extreme distances, the elevation adjustment provides 19.5 mils, with

two full revolutions of adjustment. The first revolution of 100 clicks of elevation is indicated by a white scale on the knob.

The second revolution sees a small rotation indicator pop up to remind the shooter to use the second revolution scale, in gray. Parallax adjustment is on the left side of the scope and includes the rotary illumination switch for the reticle, which provides 11 intensity levels, with a batterysaver position between each setting. Each illumination level features a detent to lock the setting in. All Steiner riflescopes are fogproof, shockproof and waterproof.

The new scope models consist of a 3–12x50mm model with a low mounting height that makes it a good choice for Patrol Rifle platforms; a 3–12x56mm with a larger objective lens for improved lowlight visibility and a wider field of view; a 4–16x50mm that covers a wide range of tactical requirements; and a 5–25x56mm scope designed for maximum precision at longer ranges.

The last model is a 1–4x24mm scope designed for CQB, and it offers “botheyes-open” use at close range, combined with an illuminated ballistic reticle (differing from the G2 mil dot) that allows accurate ranging of targets beyond 600 meters. On this scope, windage and elevation adjustments are 0.1 mil, with a 10-mil adjustment per rotation.

In addition, Burris is offering the AR-P.E.P.R QD Mount ($160), a one-piece mount designed for Picatinny rails that incorporates two quick detachable levers, which allow the optic to be quickly removed or installed. The mount can fit anywhere rail space allows, and the accessory provides up to 2 inches of scopemounting position within the mount. It comes complete with smooth and Picatinny ring tops. (970-356-1670; burrisoptics.com)

june/july 2011 ❚ SHot BuSineSS ❚ 45

0711_LE 2011.indd 45

5/10/11 11:32:53 AM

For 65 years, Jaqua’s Fine Guns has reaped the benefits of putting the customer first

by W. H. Gross

I

n our modern age, when businesses that survive 10 years—a mere decade—are considered to be doing well, one that has

thrived for 65 years, through three generations of family ownership, is indeed special. In such a situation, two questions jump to mind: How did they do it? And how are they sustaining their business in today’s tough economy?

0711_Retail Profile_jaquas.indd 46

5/10/11 11:36:20 AM

The answers boil down to a simple, time-tested concept: The customer always comes first.

startInG small

w.h. gross

Bill Jaqua returned to his Ohio hometown after serving in World War II as a bombardier in a B-17. He went to work for his uncle for about a year before eventually buying the business.

“My earliest memories of my dad are of him being in the sporting-goods and marine business,” says Cam Ranzau, Bill’s daughter. “It was a typical small-town Midwest sporting-goods store that sold fishing tackle and boats and had a rack of guns for sale in the back.”

That initial business lasted until the early 1980s, when Jaqua sold the sporting-goods part of it to his son, Pat, and took the growing gun end of things, incorporated, and moved to a new location—an existing gun club just outside of town.

“By then, Dad had made quite a name for himself in the high-grade shotgun world, dealing in European and fine English firearms,” says Cam. “That part of the business really became his passion, even though he continued selling a little bit of everything.”

Jaqua was fortunate in that at the same time he was growing his high-end firearms line, the gun business in general was booming. “The economy was good in the 1980s, and people were shooting for recreation as well as hunting,” she says. “It was excellent timing for my dad to expand his business.”

Cam began working for her father when she was 16, but really didn’t start paying serious attention to the business until she was in her early 20s. “In 1985, I met my future husband, George Ranzau, at a trapshooting competition, and we were married a year later,” she says. “We eventually purchased the business from Dad, and shortly thereafter expanded the showroom to the size it is today, basically tripling the space and inventory.”

Once again, the timing was perfect. “As a result of our expansion, business boomed,” says Cam, “especially from trap and skeet shooters. Sporting clays was just beginning in this country at about that time, and the hunting-guns part of the business was fabulous, too.”

Cam says that Jaqua’s also sold some handguns during that period, “but it was not a large part of our business then. Today, we are doing a huge handgun business, both new and used.”

firearms, mainly shotguns and rifles. The Ranzaus admit that that part of the business has slowed a bit over the past couple of years, due to the economy, but it’s beginning to pick up again. The silver lining in the recent economic dark cloud was that the bad times were good for consignment gun sales.

“When the economy slowed the last few years, we found ourselves doing a lot of consignment business,” says Cam. “People needed money, so we took guns in on consignment. We also bought guns outright if we knew we had a ready market to resell them.”

“We buy and sell all over North America,” says George. “There are really no limits. Our business has been national in scope for quite a number of years.”

What’s the most expensive gun Jaqua’s has ever sold?

“Probably a .700 Holland & Holland double-rifle about 20 years ago,” says George. “The gun had dinosaurs engraved on the receiver and sold for somewhere around a quarter of a million dollars.”

GettInG Personal

all seasons, all sHooters

The family is dedicated to providing exceptional—and personal—customer service. “Our regular customers know they are not only buying a product from us, they are also purchasing our reputation,” says Cam. “They can rest assured we will take care of them should there ever be an issue after the sale.” The Ranzaus know that shooters can go almost anywhere to buy a gun, sometimes for a better price. “But they won’t get service after the sale like we provide,” says Cam. It may sound simplistic, but a key element to exceptional customer service is respect for the individual.

That said, the Ranzaus have learned over the years to treat everyone who walks through their door the same way. “We learned a long time ago that you can’t judge someone by the vehicle they drive up in or what they’re wearing,” says Cam. “That kind of thinking will fool you every time, and it’s bad for business. Whether a customer purchases a gun from us that costs $200, $2,000 or $20,000 or more, we try to treat everyone the same. When they leave, we want them to be satisfied that they paid a fair price and will be happy with what they purchased for years to come.”

Surprisingly, one service Jaqua’s Fine Guns does not offer is in-house gunsmithing. Instead, they choose to outsource firearms that may need work to several qualified Ohio gunsmiths. However, Jaqua’s does offer customers in-store financing arrangements when making firearms purchases.

George and Cam Ranzau believe that one of the things that has made Jaqua’s successful over the long haul is that they don’t pigeon-hole themselves into catering to just one kind of shooter, be it the clay-target shooter, the hunter or the handgunner.

“We consider ourselves a gun store for all seasons and all shooters,” George says. “We continue to do a huge sporting-clays and trap and skeet business during spring and summer, and hunting guns sell well during fall and winter. Handguns sell year-round.”

Jaqua’s is also known for is its high-end collectible

A strong measure of any business is how long its employees have worked there. Jaqua’s has five full-time employees, one who’s been with the store for 48 years.

The newest employee has worked there for seven years, and the other three anywhere from 20 to 30 years.

“We’ve always had a small crew,” says George, “but they are all very knowledgeable and all have a certain product specialty. For instance, a customer may be wait-

small CreW

june/july 2011 ❚ SHot BuSineSS ❚ 47

0711_Retail Profile_jaquas.indd 47

5/10/11 11:36:33 AM

ed on by two or three people during a visit—some employees have more specialized knowledge about the questions a customer is asking or the firearm he or she is considering buying.” The Ranzaus emphasize that their employees do not work on commission, believing that it is to the customer’s advantage.

guns by the numbers Jaqua’s displays about 1,500 firearms (shotguns, rifles and handguns) in its showroom at any one time, with additional guns on hand in the storage room.

“When a used gun comes in, we first figure out what it’s worth, then allow a certain percentage, depending upon how a customer wants to go about selling, trading or consigning it,” says Nick Ranzau. “We have a certain formula we’ve used through the years that we believe is fair and gets shooters a good return on their used firearms.” Given the economy, used guns have been Jaqua’s focus the last few years. In addition, Jaqua’s has always had a policy of taking guns it has sold back in on trade.

Try Before you Buy Another way in which Jaqua’s has positioned itself to advantage is with an 18-trap gun club located literally right out the back door of the retail store. Amateur Trapshooting Association–registered and nonregistered trapshooting events take place there throughout the summer, and store customers are welcome to step outside onto the range and shoot any used shotgun they might be interested in purchasing.

“Our customers are constantly walking out the back door with a shotgun to try,” says Cam. “Not every gun store has that option, and the try-it-beforeyou-buy-it philosophy has really helped us move a lot of guns through the years.”

Changing of The guard Bill Jaqua, now age 87 and retired, winters in Florida but still visits the store every day when he’s back in Findlay, Ohio, during the summer, sharing his 65

Nick Ranzau (top right) purchased the business from his parents, George and Cam Ranzau, five years ago.

years of experience and expertise. Cam and George Ranzau winter in Arizona but also spend their summers in Ohio. Both Ranzaus help out regularly at the retail store and gun club when they’re in town.

So who’s minding the store full-time these days?

Five years ago, Nick Ranzau, George and Cam’s son, purchased Jaqua’s Fine Guns from his parents. Nick

Kahr Arms is pleased to kick off their newest series of Kahr pistols - the CM series.

The new line begins with the Kahr CM9093 which is based on Kahr’s most popular 3” barrel 9mm model the PM9093.

The CM9 slide is only .90 inch wide and machined from solid 416 stainless slide with a matte finish, each gun is shipped with one 6 rd stainless steel magazine with a flush baseplate. Magazines are USA made, plasma welded, tumbled to remove burrs and feature Wolff Gunsprings. The magazine catch in the polymer frame is all metal and will not wear out on the stainless steel magazine after extended use.

Kahr offers the CM series at a great value price but did not compromise on the features, accuracy or reliability found in all Kahr pistols.

Model: CM9093 MSRP: $565.00

100% made in America!!

American Owned • American Operated • American Made

Factory: 130 Goddard Memorial Drive, Worcester, MA 01603 Sales & Service: 508-795-3919 / Fax: 508-795-7046 Web Address: www.kahr.com

0711_Retail Profile_jaquas.indd 48

7 rd. Extended magazine optional

5/16/11 11:52:37 AM

loves firearms and loves to hunt and shoot. Growing up in the family gun business afforded him the advantage of learning every aspect of it from the ground up. But an advantage Nick admits he has that his parents and grandfather did not have is the Internet.

“I have the technology at my fingertips to research guns and their value in just a few minutes. It used to take Dad and Mom hours or even days to do the same amount of work,” he says. Two of the online sites Nick regularly relies on for his research are Guns International (gunsinternational.com) and GunBroker (gunbroker.com).

request photos be taken of specific firearms in stock and posted online for them to review.

Nick is now in the process of adding a mailing list to the site, so Jaqua’s can more quickly offer information online about gun collections it acquires. Jaqua’s also advertises in a few national print magazines, as well as on some local TV channels, but its primary promotion source is its website.

how did They do iT?

emBraCing new media Nick Ranzau uses the Internet in another way as well; it’s now Jaqua’s primary method of advertising and promotion. “Our website [jaquas.com] is our main source of advertising today,” says Nick. “When we first began building the site, in 2000, we asked our customers what they would like to see on it. Their input helped us create a very user-friendly site. And we are constantly making changes to it based on customer needs, wants and suggestions.”

For instance, every used gun that comes into the store is photographed, and a half dozen or more photos go immediately onto the website, along with the gun’s written description. Customers can even

The key to success is stocking quality merchandise as well as providing outstanding customer service.

When asked the longevity question, the Ranzaus pause and then admit, “We believe we’ve tried very hard, over all the years we’ve been in business, to be honest with people and provide the best customer service we possibly can. And we think of people not only as customers, but also as our friends. We try to build long-term relationships.”

Cam Ranzau also emphasizes keeping a sharp eye on overhead and expenses, and focusing most of the money where it needs to be—in inventory. “It really boils down to reputation, honesty and, again, providing great customer service,” she says. “That has served us well over three generations.”

Will there eventually be a fourth generation of family ownership at Jaqua’s Fine Guns? “I sure hope so,” says Nick, now the father of two young daughters. “We’ll see.”

Just Push the Button ParkerBows.com/Concorde

New for 2011

See the Concorde in action.

Cocking & Un-Cocking Your Crossbow is Now as Easy as Pushing a Button

www.ParkerBows.com

0711_Retail Profile_jaquas.indd 49

5/16/11 11:52:47 AM

GooD stuff

b y D av i D E . P E t z a l

Simple Precision Aimpoint goes after the centerfire hunter The Aimpoint Hunter 34L red-dot sight is a precision instrument. Don’t let the lack of magnification fool you.

W

hen riflescopes first emerged from the primordial slime (or the optical equivalent thereof ), they were small, light, lowpowered and designed to appeal to a generation of shooters who were used to iron sights and did not want bulk, weight and lots of magnification. Now we’ve swung to the other end of the spectrum, and it’s hard to sell a scope that can’t direct fire for a 16-inch naval gun and is nearly as big as same.

But for all their weight, bulk, power and complexity, I have grave doubts that modern scopes help shooters all that much. What the people who buy them find is that in the real world, most shots at game are at 200 yards or less and must be taken fast off an unsteady rest (or no rest at all). Here, a mega-scope not only doesn’t help, but is actually a handicap.

Aimpoint wants to end the madness.

The company has been around since 1975, and has, among other things, just sold its one-millionth red-dot sight to the military.

Red dots have long been standard equipment on handguns, MSRs and slug guns, and now Aimpoint wants to put them on centerfire hunting rifles. To that end, they’ve come up with the Hunter series, which look like conventional riflescopes.

There are four Hunters: the H34S and H34L (short and long) and the H30S and H30L. The 34 scopes have 34mm tubes; the 30s have 30mm tubes. All four enjoy the same advantages that caused the U.S. Military to switch from iron sights after

235 years. First, a red dot is the fastest means of aiming known to man. Second, Aimpoints are ungodly tough. They lack the complex mechanical innards of an optical scope, and they’ve survived fire, prolonged immersion, several wars and anything else you care to name.

They do not magnify the target, but neither do they require the user to have precise eye alignment and correct eye relief. They do not require parallax adjustment. They do not need their vertical crosshair at true vertical, since there is no vertical crosshair.

In short, Aimpoints lack everything that can

go wrong with a conventional scope.

Sighting through a zero-magnification scope can be daunting at first to a person who is deeply committed to lots of Xs. (Some of you old-timers may remember the Bushnell ad that said, “Your deer will look 18 feet tall.”) But there is a compensating factor. When you remove all the magnification, you discover that the wobbles and jerks, as well as the tics and twitches and jumps and hiccups, which occurred nonstop with a conventional sight are gone. Suddenly, you can hold your rifle steady—or almost entirely so.

I wanted to see how well I shot with an Aimpoint, so I got a Hunter 34L and mounted it on a Savage target .22 for which I had an actual scoring record.

Shooting off hand with a conventional scope set at 4X at a 50-yard NRA Slow Fire pistol target set at 100 yards, I averaged 84 out of 100 points. Firing with the Hunter, I averaged 88. Kneeling, using a military sling, I could get into the mid-90s. On one occasion there was a strong left to right wind blowing, and by adjusting the red dot very fine, I found I could hold at 9 o’clock on the bull and the breeze would take the bullets into the black in the center, or just slightly to the right. In short, you can shoot with considerable precision.

About price: The real-world cost of the Hunter series is about $770. These sights are not cheap because “simple” is not synonymous with “inexpensive.” They are first-rate instruments and priced about the same as conventional scopes of equal quality. To put it in somewhat different terms, ask a skeptical customer if he’s priced a pair of hearing aids lately. If he hasn’t, you can tell him that they go for about $2,500 per ear, and that highly sophisticated circuitry does not come cheap, either there or in a red-dot sight.

But the most important thing to tell him is that he will almost certainly shoot better.

Now, that’s what you buy a sight for, isn’t it? (877-246-7646; aimpoint.com)

Selling Tip

You notice I haven’t talked about battery life, which is one of the things customers whine about when considering an electronic sight. (“What if I forget and leave it on?”) That’s because with the Aimpoint Hunter, battery life is not a problem; the battery can stay on for two years before it goes dead. Two years is a fairly long hunt or trip to the range. Anyway, in two years, a dead battery may be the least of anyone’s problems.

50 ❚ ShoT BuSineSS ❚ june/july 2011

0711_goodstuff.indd 50

5/11/11 10:51:58 AM

BN_031801_SHB0711.indd 1

5/16/11 11:46 AM

W H AT ’ S S E L L I N G W H E R E

West

Gun & UT Dixie Fish, St. George

With 500 guns in stock in 1,500 square feet, this store keeps its four employees busy. SIG Sauers are the big sellers lately, and the P290 is moving briskly. Other strong handgun sellers include Ruger SR9s and S&W 442 Airweights.

Ammo stocks are good; reloading supplies, however, are still an inventory challenge. “We had hoped that reloading gear would have been available by now. Our customers are getting frustrated waiting for certain hard-to-get items,” says counter salesman Dave Reber.

Rifles are just starting to pick up, and Reber notes that Savage 10s and 111s in .223 and .270 are selling far better now than they were last year. Ruger 10/22s are also posting good numbers, but MSR sales have flatlined.

Elk Country ID Sports, Montpelier

Stocking general sporting goods along with a large selection of handguns and hunting rifles, this retailer also does a large special-order business. Springfield XDMs and XDs lead the brand position; the Taurus Judge is in second place. “We have trained our customers that we can get them just about any handgun model on the market within a couple of days. It helps keep our inventory under control, and the customers know if they don’t like the gun, we will exchange it,” says owner Terrie Shreiber.

Summer rifle sales are up, and Shreiber says Ruger 10/22s and a few Remington 700 BDLs in .270 are starting to turn.

Although shotgun sales are slow, the Remington 870 Express is seeing some action.

Midwest

Philip Rezac NE Gun Shop, Valparaiso

Keeping 200 guns in stock, this small retailer specializes in handguns for personal protection and cowboy-action. Ruger LCPs and Taurus TCPs are the fastest movers for this shop. Glocks are also posting good numbers.

On the cowboy-action front, Cimarron 1873s and the Taylor Smoke Wagon in .357 Magnum are the store’s top-selling revolvers.

“We have had good luck with auctions and regularly keep a notable amount of inventory on GunBroker.com. These sales strategies have really expanded our customer base, even though the skills needed to be successful are very different than at the counter,” says owner Philip Rezac.

Ammunition stocks are good, and MSR sales have been steady.

Colts and Stag Arms are posting the most turns.

Gun KS Olathe Shop, Olathe

This suburban Kansas City shop specializes in handguns, fine rifles, higher-quality hunting shotguns and soft goods.

Sales of concealable guns are at an all-time high for Olathe. Ruger LCRs and LCPs are selling as fast as they can be ordered. Kel-Tec P3A3s are also hot.

“Our carry business has never been better. I think it has a lot to do with the exceptional selection of new models on the market. The sheer power of new product is amazing. If a guy owns a handgun, he feels compelled to get a newer, smaller concealable product,” says counter salesman Dave Wert.

Rock River holds the high spot for

Ronan Sport & MT Western, Ronan

This independent specializes in general sporting goods as well as fine rifles and handguns.

Rifles are the big story at this retailer, and MSRs are very hot. Bushmaster and Rock River hold the top slots.

Ronan is also doing well with special-order uppers and lowers.

“Mid-priced hunting rifles are selling poorly, yet high-end and custom rifles are selling better than ever,” says gun buyer Rob Olson.

Bolt-action rifle sales are led by Kimber, but many Dakotas and custom-made rifles out of Texas are also moving well.

Handgun sales are good to excellent. Kimber Solos are on backorder, and the S&W Governor is making exceptional turns. In accessories, the Weaver 4440 Series scope has been a best seller all year.

MSRs. Wert says he is seeing an improvement in monthly numbers here due to special orders in .308.

Shooter’s WI Sports Center, Racine

With 10 handgun lanes, this Midwest store continues to experience growth in the market.

Sub-compacts and other concealables are what’s selling at this store. “We have seen a dramatic rise in the sub-compact genre, and the demand is continuing to grow,” says counter salesman Hans Naker.

Ruger LCPs are seeing the highest demand, along with Springfield XDMs and Glocks. Kimber 1911s have been on back-order for a long time.

Compared to last year, Rock River and SIG 556s are moving up the sales ladder, yet bolt-action rifles are at an all-time low for this store.

52 ❚ SHOT BUSINESS ❚ JUNE/JULY 2011

0711_WSW.indd 52

5/10/11 11:48:23 AM

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

East

& Howe, NJGriffin Bernardsville

Keeping 900 firearms on display, this retailer specializes in shotguns and rifles, with a custom facility producing Griffin & Howe rifles, side-by-sides and over/unders.

Trap, skeet and clay guns are hot, with Beretta Silver Pigeon IIs leading the summer sales. Other active guns include Perazzis and Krieghoffs.

Used gun sales are also strong.

“Even with the slow economy, our pre-owned guns have been at an all-time high for the last two years.

Although the prices have dropped, our volume both overseas and in the U.S. is on the rise,” says counter salesman Jim Kromka.

Hunting rifles are just starting to move, with a number of Dakota Arms and Blasers making turns.

The most popular calibers continue to be .30-06 and 7mm.

South

Nick’s Gun GA Range, Marietta

Located in suburban Atlanta, this retailer has 11 climatecontrolled shooting lanes that are rated for use up to .454 Casull for handguns and .300 Win. Mag. for rifles.

Tactical sales have been strong and continue to grow. Smith M&Ps and Bushmasters are seeing the greatest turns. Uppers and lowers from Skipper are also starting to garner a larger share of rifle counter sales.

“One of the ways we increase sales is by renting handguns and MSRs at our range. It’s extremely effective. When a shooter is having fun, he buys the gun. It’s just that simple,” says counter salesperson Ted Mortimer.

Handgun turns are excellent; Ruger LCPs and LCRs are sitting in

& Sons, PA Ackley Westfield

Guns, NY Frank’s Marcy

Located in central Pennsylvania, this independent general hunting and fishing store utilizes more than 40,000 square feet of display area and keeps an average of 30 employees.

Handguns lead the sales pack.

Springfield XDs, Taurus Judges and S&W Governors are all moving well.

“Our area was hit hard by the recession, but a recent discovery of natural gas in the state has put our sales back on track,” says owner Jeff Treadwell.

At the rifle counter, MSRs are strong, and Bushmasters are turning every day. Ruger 10/22s are moving especially fast. Remington BDL 700s are expected to pick up.

Turkey season has ended, but the store is still moving Remington 870s and Mossberg 500s. Ammo stocks are the best they’ve been in years.

Just a few miles outside of Utica, this small rural gun shop has nearly 2,000 guns packed into just over 1,000 square feet. The .380 caliber is king at this shop—concealed carry revolvers are turning in high numbers. Models include the Ruger LCP and the S&W Bodyguard. Glocks are continuing to post strong numbers, as are H&K pistols.

“We keep our customers informed of special pricing via e-mail, and we have found that smartphones are helping us price and sell guns at the store,” says owner Frank Karas.

Bushmasters and Colts are doing well, and the Remington Model 700 Target Tactical with 5-R hammerforged rifling in .308 is moving.

Ammo stocks are good; pricing, however, is on the rise due to increased shipping costs.

the top spot, but S&W Bodyguards are also selling well.

Bushmasters—are picking up. Even though ammo stocks are good, this retailer expressed some concern about recent price increases due to higher fuel costs.

Philadelphia MS Gun & Pawn, Philadelphia

This eastern Mississippi shop specializes in handguns that appeal to a rural clientele.

Glocks in .40 hold the ruling position here, though Ruger LCRs are also seeing good turns. Lately, the store has seen an increase in sales of .22 Ruger Blackhawks.

“It’s amazing how many handgun owners don’t have a .22. When we find customers that are looking for something new, we can often move them to a .22 revolver or pistol.

They’re low in cost and supercheap to shoot,” says manager Angie Conn.

Sales of hunting rifles have been slow, but sales of MSRs—especially

Gun LA Pendleton & Pawn, Many

Located near the Texas border on U.S. 171, this small family-run store keeps three employees busy stocking an average of 200 guns.

Handgun sales are brisk, with Ruger LCRs and LCPs holding on firmly to the first and second spots.

“Our handgun sales are still growing, and our store continues to find new shooters that want to buy their first handgun, especially women,” says counter salesperson Debbie Merritt.

Other strong sellers this summer include the Remington 870 Express and a few Bushmaster MSRs. JUNE/JULY 2011 ❚ SHOT BUSINESS ❚ 53

0711_WSW.indd 53

5/10/11 11:48:41 AM

new products (Continued from page 56)

Lyman’s streamlined Sharps-style rifle, the Ideal, will be available in .38/55 and .22 Hornet chamberings.

The heavy-duty nylon sheath features a retention strap to hold all three knives in place. The sheath also has two zippered storage pockets that can keep licenses and other necessities secure yet easily accessible. In addition, the liners for each knife can be removed for washing and disinfecting, and the sheath can be

washed in soap and water to clean and de-scent it. The complete Model 141 Buck PakLite Field Master Kit is made in the U.S. and backed by Buck’s Forever Warranty.

SRP: $85. (800-326-2825; buckknives.com)

Lyman Products Corp.

Lyman, best known for its bullet casting and reloading products, is introducing a Sharps-style rifle. The Ideal, a scaled-down model of the popular single-shot, will be available in .38/55 and .22 Walker’s Game Ear HD Elite now uses four digital sound-processing channels.

Hornet chamberings. The rifle’s streamlined lock profile and vintage-style laser engraving are a Lyman exclusive, and the new rifle will feature Lyman’s proven tang sight and globe front sight. The Ideal will also come with double-set triggers as well as Lyman’s specified bore dimensions optimized for both cast and jacketed bullet performance and will feature a 26-inch-long barrel with a 1-in-18 twist. The rifle is manufactured exclusively for Lyman by Chiappa Firearms.

SRP: $1,595. (860-6322020; lymanproducts.com)

Walker’s Game Ear The new HD Elite is now 20 percent smaller than its predecessor and boasts four digital sound-processing channels that provide crisp, precise audio. The HD Elite also features an eight-band graphic equalizer that gives the audio a rich wide-band quality. An automatic control helps eliminate unwanted feedback, and the toggle volume control allows the user to adjust the sound level based on the environment. Fast-acting sound compression quickly suppresses any noise that could harm the user’s ears. SRP: $249.99.

(877-269-8490; walkersgameear.com)

Kahr Arms The new CM Series takes the value-priced features from Kahr’s CW series (3.6-inch barrel 9mm, .40 S&W and .45 ACP models) and incorporates them into a smaller 3-inch-barrel package. The CM9093 has the same external dimensions as the PM9093, which makes it ideal for concealed carry by licensed civilians and law enforcement personnel.

The CM9093 is chambered in a 9-by-19 caliber and has a 3-inch barrel and an overall length of 5.3 inches, with a height of 4 inches. The pistol weighs 14 ounces, plus 1.9 ounces for the six-round stainless-steel magazine.

Differences between the CM models and PM models include: The CM9093 has a conventional rifled barrel rather than the match-grade polygonal barrel on Kahr’s PM series; the CM slide stop lever is MIM (metal-injection-molded) rather than machined; the CM series slide has fewer machining operations and uses simple engraved markings rather than roll markings; and, finally, the CM series ships with one magazine, not two. SRP: $565.

(508-795-3919; kahr.com)

Birchwood Casey Movies, books and television shows about an invasion of

Kahr’s new CM series of semi-autos is a value-priced platform ideally sized for concealed carry. The pistol weighs just 14 ounces and has a 3-inchlong barrel. It ships with one 6-round magazine.

0711_NEW PRODS.indd 54

5/16/11 12:14:13 PM

military-grade zipper and attach a household vacuum to remove the air from the bag. Voilà. The firearm is now completely protected against corrosion.

The Vacuum FSP Bags are constructed with a foil-based material that does not allow moisture or other corrosion-causing elements into the bag; the construction also does not let any of the bag’s protective Vapor Corrosion Inhibitor molecules out. Evacuating air from the bag provides two important features. First, damp and contaminated air is removed from the package; second, when the air is removed from the package, the firearm can no longer slide inside the bag. By restricting movement of the firearm, the chance of a puncture is greatly reduced. Available in four styles to fit handguns, rifles or shotguns. SRP: $27.99 to $35.99. (585-742-

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

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

Employer paid fee.

Candidate contact welcome, confidential, free.

3310; zcorrproducts.com)

Birchwood Casey’s Darkotic Targets take advantage of young shooters’ fascination with zombies.

the “walking dead” have gained in popularity over the last few years, and a whole culture has sprung up around the subject, prompting blogs and discussions about how to prepare in case of an attack. The shooting community has recently joined in on the fun with discussions about the best firearm to have if zombies show up at your door.

Birchwood Casey is entering the fray with a new line of exciting, fun-to-shoot Darkotic Targets that shooters can use to prepare for the “invasion.” These are the kinds of targets that will appeal greatly to your younger customers.

Two different types of Darkotic Targets are available. The first are reactive splattering targets that measure 12 by 18 inches and come in packs of eight. SRP: $13.98.

The second are printed on plain paper and measure 23 by 35 inches. They come in packs of 100 at a price of $1.98 per target, making them great for ranges and groups.

The 23-by-35-inch size also works well for archery shooters. (800-328-6156; birchwoodcasey.com)

Heritage Packaging

Taurus The new Taurus Tracker 992 easily transforms from .22 LR to .22 Magnum in seconds via a button-release on the nine-shot cylinder, making it easy to switch from plinking to varmint hunting. Additional features include a single-action/doubleaction trigger, low-profile adjustable sights and a ventrib that accommodates an optional scope-mount base.

Available in a blue or stainless-steel finish with a 4- or 6.5-inch barrel, the Tracker 992 has an overall length of 8.9 to 11.4 inches and weighs 38 to 44 ounces. SRP: $545 to $592. (305-623-7506;

1740 Lake Markham Road Sanford, FL 32771 407-321-5822 (phone) 407-320-8083 (fax) email: search@shootingsearch.com w w w. s h o o t i n g s e a r c h . c o m Go to: www.ShotBusiness.com for free info.

taurususa.com)

The Taurus Tracker 992 transforms from a .22LR to a .22 Magnum via a cylinder release, allowing shooters to easily move from plinking to varmint hunting.

If you can use vacuum bags to preserve food, why not do the same for firearms?

That’s the thinking behind ZCORR Vacuum Firearm Storage and Preservation Bags (Vacuum FSP Bags). Place the firearm in the bag, close with a heavy-duty, Go to: www.ShotBusiness.com for free info.

0711_NEW PRODS.indd 55

5/16/11 12:14:27 PM

new products

photo by justin appenzeller

Buck Knives

The PakLite Field Master Kit was developed by hunters to provide fellow hunters with a lightweight three-knife field-dressing kit carried in a specially designed compact sheath. This new kit combines three skeletal Buck PakLite knives—a 3 ½-inch skinning blade, a 2 ½-inch modified caping blade and a 4-inch independent guthook. All are made of Buck’s time-tested 420HC stainless steel and heat-treated to a Rockwell hardness of 58 for optimal strength, edge retention, corrosion-resistance and hardness.

(Continued on page 54)

56 ❚ Shot BuSineSS ❚ june/july 2011

0711_NEW PRODS.indd 56

5/11/11 3:39:53 PM