SHOT Business -- October/November2012

NSSF

VOLUME 20, NUMBER 6 OCTOBER/NOVEMBER 2012

SHOOTING, HUNTING & OUTDOOR TRADE

IS YOUR

SECURITY

SYSTEM

UP TO

SNUFF?

ALSO IN

FIRING LINE: Ruger’s lightweight, compact, doubleaction LC9 gets the job done Pg. 24

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THIS ISSUE

GOOD STUFF: LaserLyte can help improve any shooter’s accuracy. No range required Pg. 44

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Model 350 puMp securit y (MSRP $ 270)

Model 320 puMp securit y pistol grip (MSRP $ 235)

ThedefiniTionofvalue Whether you prefer our bottom load and eject Model 350 or our rotary bolt Model 320, you will find a large assortment of configurations that are heavy on features, but light on your wallet.

Savage armS, Inc. • www.SavagearmS.com

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s h ot b u s i n es s

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october/november 2012

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vol. 20, issue 6

contents

Departments 12

34

Features

30

catching the wave new customers require new selling techniques. are you ready? by david draper

34

burglary! in a few

seconds, you can lose a lifetime of work. two case studies provide valuable lessons by w.h. gross

nSSF update 15

from the nssf Keeping

up an open, fruitful dialogue with the atF

cover: getty images

16 16

nssf president reappointed to whhcc

the forum celebrates america’s hunting heritage

38 40

promotes the shooting sports with USA Today ad

editor’s note the new

5

news briefs mossberg rewards triple crown dealers; simmons’ blackleD trail cam; Winchester model 70 turns 75

22

fyi even for a successful retailer, some things are more important than business

24

firing line ruger’s

wave of customers shouldn’t be ignored

compact lc9 offers consistent performance

up close: big iron bigbore handgun customers may require special handling and accessories

26

by peter b. mathiesen

44

good stuff laserlyte’s laser dry-fire training system is a low-cost way to boost accuracy

46 52

what’s selling where

on solid ground

shooters’ sport center is a gem hidden in plain sight by tom mohrhauser

17

nssf president responds to time

18 19

nssf delivers value

20

from my side of the counter shot show u.

national ad salutes olympic shooters nssF

2

correcting misinformation in the media

undercover shopper being misled

on muzzleloaders

new products real avid’s revelation knife; Final approach’s springloaded seat; t-reign’s gadget tethers

52

you should know

Donating the game you bag makes a real difference

october/november 2012 ❚ SHot BuSineSS ❚ 1

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editor’S note

nSSf

Surf’s Up!

Can you catch the wave?

B

y all accounts, it’s an exciting time to be in the gun business.” So says contributing editor David Draper, in discussing a tidal wave of new gun buyers flooding into retail outlets to purchase their first firearm (see “Catching the Wave,” p. 30). As Draper notes, gun purchases have been rocketing upward, a trend confirmed by double-digit increases in the number of National Instant Criminal Background checks performed over the past year.

The received wisdom is that this incredible sales spike is due to personal protection concerns and the upcoming presidential election. Not true, according to retailer Miles Hall. The election “is not the driving factor,” he says. “The end of the world is not even on their radar.

While they might be concerned about their own well-being, they are really enjoying the shooting

sports and want to experience more.”

This is a golden opportunity for the shooting-sports industry, the equivalent of a soft lob across the heart of the strike zone. And, yet, we’re in danger of muffing it. Why? I see two factors that need to be addressed. First, these are brandnew customers, younger and more ethnically diverse than your regular customers. Many are women. But many retailers don’t know how to talk (much less sell) to this group.

The old command-and-control selling techniques simply don’t work with this crowd.

Your selling techniques need to evolve, and that means you need to

invest in training your staff so they not only can speak knowledgeably about the products you offer, but are also able to engage new customers on their own terms. For example, many retailers, when faced with a husband and wife at the counter, speak only to the man, even after the couple has stated that the firearm is for the woman.

Second, many manufacturers are stuck in the past. They also need to understand and engage the Third Wave, and create products (and marketing programs) that appeal to this new shooter. Right now, they’re selling everything coming off the factory line, so they may not feel any pressure to do this…but that kind of complacency is dangerous in the long run.

As Richard Sprague, owner of Sprague’s Sports in Yuma, Arizona, told Draper, “These new shooters are hungry to learn.”

These customers’ newfound excitement for shooting leads them not only to buy product, but to enthusiastically search for knowledge, both on the Internet and from hands-on experience at their local ranges.

Which makes them smart, inquisitive shoppers. “Our goal as an industry,” he says, “should be to not drop the ball and to ensure that they’re exposed to new opportunities to keep them engaged.”

I couldn’t agree more.

Slaton L. White, Editor

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 Judith Weber, Production Manager ContriButing editorS

Larry Ahlman, Barbara Baird, Scott Bestul, Philip 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, Wayne Van Zwoll

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

gregory d. gatto, Advertising Director Paula iwanski, National Sporting Goods Director Brian Peterson, West katie Logan, Sporting Goods Sales 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 Barbara Brooker, 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, Corporate Sales, John Driscoll Chief Brand development officer, Sean Holzman Vice President, Consumer Marketing, Bruce Miller Vice President, Production, Lisa Earlywine Vice President, information technology, Shawn Larson Vice President, Corporate Communications, Dean Turcol Publishing Consultant, Martin S. Walker general 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 20, issue 6. copyright © 2012 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

2 ❚ Shot BuSineSS ❚ october/november 2012

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One Industry. One Voice.

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.

SM

The future of your business depends on it.

Scan this QR code with your Smartphone for to watch our membership video

WWW.NSSFMEMBERSHIP.COM

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8/31/12 10:16 AM

eDiTeD bY JOHn bUrGMAn

Bits & Pieces

news briefs NEWS

❚

PROMOTIONS

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AWARDS

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OUTREACH

Colt Wins USMC Contract

Colt Defense has been awarded an indefinite-delivery/ indefinite-quantity contract by the U.S. Marine Corps for up to 12,000 M45 Close Quarter Battle Pistols (CQBP), plus spares and logistical support.

The new CQBP is a direct descendant of the iconic Colt M1911 adopted by the U.S. military in 1911 and carried as the primary sidearm through all the major conflicts of the 20th century.

The five-year contract has a potential value of up to $22.5 million. “This is a truly gratifying contract award,” said Gerry Dinkel, president and CEO of Colt Defense. “To have the 1911 selected again for U.S. Forces 101 years after its initial introduction is just an incredible testament to the timeless design and effectiveness of the Colt 1911.”

The initial delivery order on the contract is for 4,036 CQBPs, plus spares. Deliveries will begin later this year.

Bushnell McRae Scholar Named

Bushnell Outdoor Products and the University of California Davis have recognized Justin Knight as the Bushnell Bill McRae Lifetime Achievement Scholarship recipient.

Established in 2011, the scholarship is awarded annually to an outstanding student in the UC Davis optics program.

Knight, a senior at UC Davis, carries a GPA of 3.58. He is using the $7,500 scholarship to pay this year’s tuition, which will allow him to focus on academics and minimize his student loan debt.

Triple Crown winners shot the Mossberg MVP Predator.

Mossberg Rewards Triple Crown Dealers

T

he Mossberg Triple Crown incentive program is designed to motivate and reward sales personnel as well as raise consumer knowledge of Mossberg products. Befitting the name, the program is composed of three parts, each of which is tailored to reward firearms retailers when they meet specified sales levels of designated Mossberg products.

Last summer the manufacturer hosted its 2012 Triple Crown Incentive Program winners at the world-renowned Thunder Ranch training facility in Lakeview, Oregon. Five retailers and two distributors reached the top sales-level goals and were rewarded with two full days of hands-on training with Thunder Ranch president and director, Clint Smith, and his wife, Heidi Smith. The course included focused instruction on tactical and long-range rifles, defensive shotguns, and handguns. Joining the incentive program winners at the event were Tom Taylor, Mossberg’s vice president of sales and marketing, and John MacLellan, Mossberg’s director of sales.

“We want to congratulate our incentive winners and commend their participation in the Triple Crown program,” said Taylor during the event. “We are in the second year of this highly effective purchase incentive program, and the participating distributors and retailers have experienced increased sales, profits, and a raised consumer awareness.”

This product is from sustainably managed forests and controlled sources.

Nick Brown, buyer at Buckeye Firearms of Rogers, Ohio, said the experience at Thunder Ranch was “unbelievable.” He added, “The company really took care of us.

I even got to shoot the MVP at 600 yards.”

Brown noted that hands-on experience such as this benefits both retailer and manufacturer. “When you get a chance to use the products, you’re better able to communicate the features to a potential customer,” Brown said.

In his case, he said, Mossberg sales “went up 20 percent after I got back. That’s directly attributable to this trip.”

Given the amount of retailer enthusiasm generated by the Triple Crown program, Mossberg obviously feels it has hit a home run. “We continue to enhance our sales initiatives with programs, such as Triple Crown, specifically designed to increase profits and motivate and reward associates,” MacLellan said during the event. “And with Clint and Heidi providing such a highly desired incentive—a defensive training course at Thunder Ranch—we experienced a high level of participation in the program this year.”

The 2012 Mossberg Triple Crown sales initiative included a stocking dealer program, dealer and distributor associate incentive programs, a VIP discount program, and free guns and gear opportunities.

OCTOBER/NOVEMBER 2012 ❚ SHOT BUSINESS ❚ 5

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news briefs

Stanley Celebrates 100 Years with Two Anniversary Vacuum Bottles

An important part of millions of lives, the Stanley vacuum bottle celebrates its 100th anniversary in style.

their lifetime. Oftentimes it has outlived the very people they have shared those experiences with, and it represents a memory they can still hold on to. This is what makes this anniversary so special. It’s a celebration of those who lived and loved with the Stanley bottle at their side,” said JoAnne Anderson, senior global marketing manager for PMI’s Stanley brand.

These new commemorative bottles pay tribute to the original vintage product— from the recessed, signature 100th anniversary badge, to the brushed green finish taken directly from the beloved 1944 version—while retaining the performance features that make this brand so cherished.

Available for a limited time only, from November 2012 to December 2013, the new Stanley Limited Edition 100th Anniversary bottles feature: ➤ Vacuum insulation that keeps drinks hot or cold for 24 hours ➤ Double-wall, 18/8 stainless-steel construction ➤ An insulated lid that doubles as a cup ➤ A lifetime guarantee ➤ SRP: $38 (1L); $42 (1.3L) The bottles can be purchased at participating retailers nationwide including REI (rei.com) and online at stanleypmi.com beginning November 2012.

The Experts Agree!

Scan QR code to watch OutdoorLife’s 10x42 HD video review

®

iPhone is a trademark of Apple Inc., registered in the U.S. and other countries.

T

o celebrate its upcoming 100th anniversary, Stanley, the brand that has fueled outdoor adventures since 1913, is unveiling the new Stanley Limited Edition 100th Anniversary 1.1QT/1L and 1.4QT/1.3L bottles, available in time for the 2012 holiday season. Invented by William Stanley on September 2, 1913, the all-steel vacuum bottle revolutionized the way people enjoyed foods and beverages.

“It’s such an honor to still be going strong 100 years after William Stanley Jr. invented the all-steel vacuum bottle.

What’s even more special is the love people have for this iconic green bottle. This bottle represents the shared memories they’ve had throughout

®

MeoStar B1 10x42 HD & MeoPix iScoping Adapter.

®

Fluoride objective lens elements eliminate chromatic aberration and deliver pin point resolution, increased contrast and vivid color fidelity.

In a recent Outdoor Life optics test the new MeoStar B1 10x42 HD binocular defeated Austria’s and Germany’s finest taking the coveted “Editor’s Choice” award while Field & ® Stream awarded the 10x42 HD “Best of the Best” for 2012 along with our revolutionary MeoPix iScoping Adapter. The MeoStar® B1 10x42 HD features fluoride objective lens ® elements for pin point resolution, increased contrast and vivid color fidelity and eliminates chromatic aberration in challenging lighting conditions. The MeoPix iScoping adapter ® perfectly aligns your iPhone 4/4S to a spotting scope or binocular eyepiece making an incredibly easy to use system for capturing, uploading and sharing photos and HD video directly from the field. Backed by Meopta’s lifetime transferable warranty. Meopta. A better view of the world... since 1933.

Meopta USA | 800-828-8928 | www.meoptasportsoptics.com |

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facebook.com/meopta

EUROPEAN OPTICS | SINCE 1933

9/11/12 3:21 PM

On the Move New promotions and recent hirings in the industry

Aaron Oelger

Bushnell Outdoor Products has hired Aaron Oelger as director of marketing. He joins Bushnell with seven years’ experience with MidwayUSA, where he most recently served as vice president of marketing.

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Brad McIntyre

Otis Technology has named Brad McIntyre director of international and government sales.

McIntyre will be responsible for U.S. military and LE sales, as well as sales to foreign military and sporting goods customers.

Evin Galbraith

Diamondback Firearms has retained Evin Galbraith as its new national sales manager. His previous experience includes stints at DPMS Firearms and the Remington/ BushmasterFreedom Group.

Mitch Cooper

Hired as an assistant product manager in Bushnell’s riflescope division, Mitch Cooper previously managed the Stearns Flotation product line at The Coleman Company, and bicycle parts and accessories for Pacific Cycles.

Ross Saldarini

Freedom Group has appointed Ross J. Saldarini to senior vice president of the accessories and lifestyle department. In addition to heading the entire department, Saldarini will continue to serve as president of Mountain Khakis.

9/11/12 5:15 PM

IMPORTANT SAFETY NOTICE WEATHERBY® VANGUARD® STAINLESS STEEL RIFLES Weatherby, Inc. is performing a Product Recall of Vanguard® Stainless Steel Rifles manufactured between June 2010 and September 2011. This recall does not apply to any other model of Vanguard® rifles.

Weatherby has learned that the barrels of some Vanguard® Stainless Steel Rifles manufactured during this time period were not tightened with the force specified, and may become loosened with continued use.

Use of a rifle with a loosened barrel may lead to a discharge failure or to personal injury.

To determine if your rifle is affected by this recall, please refer to the Serial Number list located at www.regcen.com/vanguard or call the Weatherby Upgrade Department toll free at 888-770-7138.

If you own a Weatherby® Vanguard® Stainless Steel Rifle with a serial number that is included in the Serial Number List, STOP USING YOUR RIFLE IMMEDIATELY. USE OF YOUR RIFLE MAY RESULT IN AN ACCIDENT AND/OR SEVERE INJURY. Do not use your rifle until it has been inspected and, if necessary, repaired by the Weatherby Upgrade Department.

The affected rifles were originally sold through licensed gun dealers nationwide, and some of them may have been resold by the original owners through retail gun dealers, trade shows, or privately. If you have sold, traded, or given away an affected Weatherby® Vanguard® Stainless Steel Rifles, it is important that you forward this Safety Notice to the current owner.

Weatherby apologizes for any inconvenience to its customers resulting from this recall, but it is important that owners of affected rifles take advantage of this free recall and do not use an affected rifle before it has been inspected and, if necessary, repaired. All work will be done at no charge.

news briefs

Sample Copies of The Total Gun Manual Available Free When it comes to rifles and shotguns, Field & Stream’s Dave Petzal and Phil Bourjaily are the real deal.

They study them, collect them, and they’re not afraid to tell you what they think about them. Stars of the Outdoor Channel’s popular TV series, The Gun Nuts presented by Smith & Wesson, Petzal and Bourjaily bring outdoorsmen The Total Gun Manual (ISBN: 978-1-61628-219-6), highlighting 335 essential shooting skills.

This book will help retailers get

the influx of new customers started on the right foot—and once they’re on their way, you’ll benefit from their repeat business.

In an exclusive offer, retailers and wholesalers reading SHOT Business can receive a free sample copy of The Total Gun Manual.

To claim your free copy, send an e-mail to info@weldonowen. com with the words TOTAL GUN MANUAL SAMPLE in the subject line. Include your company name, representative name, and address. Offer expires 10/31/2012.

Burris Debuts New Eliminator Scopes

B

urris has expanded its Eliminator line to include three new models: the 4–16x50 Eliminator III, 4–12x42 Eliminator II, and Eliminator 3.5– 10x40. These models are in addition to the original 4–12x42 Eliminator.

The expanded line offers hunters and shooters a broader choice and variety of options, from the very basic necessities of the original Eliminator to the top-of-theline Eliminator III with its new X96 reticle that will range at any magnification out to 1,200 yards and sports a new windage compensation system. Designed for centerfire rifles, the Eliminator III features enhanced ballistic programming; the digital readout of the X96 reticle displays a 10 MPH wind value as a “dot value” for the shooter’s specific cartridge at the indicated range. SRP is $1,499.

The new Eliminator II, a 4–12x42 laserscope with the X38 reticle, accurately cal-

culates the distance out to 999 yards at any magnification, and can be programmed for any gun and any load. The scope comes standard with inclination/ declination compensation, making uphill and downhill shots incredibly accurate.

SRP is $999.

The new Eliminator 3.5–10x40 provides accurate ranging out to 800 yards, and it can be programmed to work with any gun and any load. For the shooter or hunter who needs only basic laser rangefinding capabilities, this scope is the perfect choice. SRP is $799.

“Burris was the first company to introduce laser rangefinding riflescopes,” said Rob Siemers, Burris Company general manager. “With our latest additions to the Eliminator family, we now offer hunters and long-range shooters the best technology, electronics, and optics at varying price points.”

1605 Commerce Way Paso Robles, CA 93446

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9/11/12 3:21 PM

Magnum Research Re-engineers Semi-Auto Magnum Lite Magnum Research Inc. has introduced a re-engineered Magnum Lite MLR22 Win. Mag. rifle series in a semi-auto configuration. The U.S.manufactured Magnum Lite series includes six models—two with an 18-inch stainless-steel barrel and four with the patented Magnum Lite exclusive 19-inch graphite barrel. The graphite rifle barrel utilizes unidirectional graphite fibers parallel to the bore axis, providing six times the stiffness of the equivalent weight of steel. The lighter barrel is easier to handle and dissipates heat up to 43 percent faster than steel. The result is rimfire performance with extreme accuracy.

Features include an 11-degree muzzle crown, a Weaver-type rail for optics in a black anodized finish, and a patented gas system and block under the barrel that taps a small amount of gas through an orifice hole in the barrel. The result is higher efficiency and improved accuracy when using 40- and 50-grain loads (30-grain loads are not recommended). The onepiece CNC-machined receiver with an integral scope base has been manufactured utilizing 6061-T6 aircraft aluminum. MRI bolts are manufactured and machined from heat-treated and thoroughly hardened 4140 steel, with minimum head space for better accuracy. Engineering changes have also been made to various springs and the chamber, resulting in one of the most reliable semi-auto .22 Win. Mag. rifles on the market.

All models use the 10/22 trigger group and 10/22 rotary magazines. For 10/22 owners, the graphite barrels can be purchased separately through Magnum Research customer service or its online store.

Other options available among the six models include thumbhole stocks on the Barracuda Nutmeg, Barracuda Pepper, and Barracuda Forest Camo. The MLR Hogue comes in an overmolded black stock, and the stainless-steel–barreled model can be purchased in either the Hogue overmolded black stock or Barracuda Pepper stock.

The graphite barrel model in the MLR22 series weighs less than 5 pounds and is 35.5 inches long overall; the stainless-steel model weighs just over 7 pounds, with a 38-inch overall length.

Prices range from $727 to $935.

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Magnum Research’s re-engineered MLR .22 Win. Mag. rifle series comes in six models, with two barrels.

9/11/12 5:14 PM

news briefs

Simmons Introduces Black LED Trail Cam

S

immons, a leader in high-quality, high-value sports optics for more than 25 years, has introduced the Simmons ProHunter black LED trail camera. Hunters can now covertly monitor game and land activity around the clock, thanks to the new black LED night-vision technology from Simmons.

The new Simmons ProHunter features 32 black LEDs that capture game activity up to 45 feet away, with full-color daytime images and high-quality black-and-white night images. With a dependable nine-month battery life and a trigger speed of less than a second, the ProHunter has features and capabilities previously unavailable for under $200.

In addition to crisp, clear images, the Simmons ProHunter gives hunters the ability to capture 5- to 60-second video clips with audio. The new Simmons timelapse technology allows users to configure the camera to capture images or video at preset time intervals (from one minute to one hour) to record game activity not within range of the camera’s sensor.

Date, time, and moon stamps on every image make it possible to log an added level of detail from each sighting. The ProHunter features a 6MP camera, capable of shooting 2MP or 4MP images if memory space is a concern.

The Simmons ProHunter Black LED Trail Cam is available for an SRP of $189.

Winchester Model 70 Turns 75 Years Old

For 75 years the Winchester Model 70 has been the chosen rifle for thousands of sportsmen. The reliability and the smooth-handling pre-’64style action and legendary accuracy has allowed this rifle to stand the test of time, making it “The Rifleman’s Rifle.” To commemorate the 75th anniversary of the Model 70, Winchester Repeating Arms has introduced the Model 70 75th Anniversary Super Grade.

Chambered in .30/06 Springfield, the 75th Anniversary Super Grade Model 70 features a Grade IV/V Full Fancy walnut stock with shadow line cheekpiece, for a perfect eye alignment with the scope. The solid onepiece metal bottom has full coverage engraving with scroll patterning and 75th Model 70 emblem engraved. The receiver and the steel cap are also elegantly engraved, and the decorative steel crossbolt adds a touch of refinement.

The 75th anniversary model comes with all of the features that have given the Model 70 the reputation of being a reliable and accurate rifle.

The forged steel receiver adds to the strength of the rifle and the frontand rear-bedded action eliminates shifts in zero for exceptional longrange accuracy. The solid steel one-piece bottom gives the rifle more rigidity. The M.O.A. Trigger systems give shooters a precise and crisp trigger with zero take-up, zero creep, and zero overtravel. SRP: $1,999.99.

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9/11/12 3:21 PM

The RX-800iTBR is one of Leupold’s four new compact digital laser rangefinders for hunters.

Leupold Expands RX Line of Compact Laser Rangefinders Leupold is introducing four new models to its RX line of compact digital laser rangefinders for hunters and shooters: RX-800i, RX-800i TBR, RX-600i, and, designed specifically for archers, RX-FullDraw.

“These new rangefinders are ideal for the serious bowhunter,” said Pat Mundy, senior marketing manager for Leupold & Stevens. “Their compact size and rugged construction make for easy and reliable use in the field, and they deliver the precision and accuracy necessary to make the most difficult shots considerably less daunting.”

At just over 4 inches in length and weighing 7 ounces or less, each model fits in a shirt pocket, yet is packed with features that can help users confirm desired targets, shoot with confidence, and boost their effective range. Each model features DNA (Digitally eNhanced Accuracy), Leupold’s exclusive next-generation rangefinder engine technology that delivers superior ranging speed and accuracy to within ½ yard out to 125 yards.

The RX-800i, RX-800i TBR, and RX-FullDraw also offer Trophy Scale, a feature that allows hunters to determine the size of an animal’s rack. Users can instantly judge the width and height of the target after setting the preferred baseline measurement (between 10 and 60 inches).

To help ensure an accurate shot on that

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trophy animal, the RX-800i TBR and RX-FullDraw have Leupold’s proven True Ballistic Range (TBR) technology, which automatically calculates the shot angle and provides the True Ballistic Range rather than the straight-line distance to the target.

The RX-FullDraw’s TBR provides archers with accurate aiming ranges to 175 yards regardless of angle, and delivers line-ofsight readings out to 800 yards. Its 5X magnification delivers an exceptionally wide field of view, allowing users to quickly acquire a target at closer distances.

Each of the four new models has a multicoated lens system and a new Liquid Crystal Display (LCD) that produce an image up to three times brighter than competitive rangefinders. Other key features common to all models include actual 6X magnification (5X for FullDraw), fast-focus eyepiece with precision clicks, an intuitive quick-set menu, three user-selectable aiming reticles, and fold-down rubber eyecups that can accommodate users with or without eyeglasses. Long eye relief helps make the new RX rangefinders comfortable and easy to use for eyeglass wearers.

Maximum range on reflective targets for the RX-800i, RX-800i TBR, and RX-FullDraw is 800 yards. The RX-600i ranges up to 600 yards. Each model is waterproof and can withstand extensive field use.

ENDLESS POSSIBILITIES

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9/11/12 5:13 PM

news briefs

HPR & Kroll International Partner To Grow Ammo Distribution

H

eadquartered in Payson, Arizona, High Precision Range (HPR) ammunition has engaged Kroll International as its new wholesale distributor to assist in retail placement.

Kroll International has been the leading wholesale-only distributor of law enforcement, public safety, military, homeland security, and shooting sports products for almost 30 years. Kroll offers its dealers approximately 200,000 products from more than 150 manufacturers and suppliers. Kroll officially opened ammunition as a new category in mid-July, and HPR has announced that it will be joining Kroll in this category.

Ryan Nicholas, national sales director for HPR, said, “We are

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happy to be working with a distributor who specializes in the LE and shooting sports categories. HPR strives to partner with industry-leading companies in order to deliver our topquality ammunition in a timely manner, and Kroll International fits the bill. Kroll also offers outstanding customer service and support.”

HPR and Kroll together strive to be an esteemed partner to its dealers. Their main objective is to bring an elevated standard of satisfaction while preserving the highest quality of reliability.

According to Bud Gardner, director of sales and merchandising at Kroll, “Adding ammunition to our robust categories of products provides our dealers with a tremendous oppor-

HPR ammunition will now be distributed by Kroll International.

tunity to grow their businesses at a time when the demand for ammo is rapidly and steadily growing. There was no question that we’d be offering HPR

ammunition, because of its high quality and brand power.

We anticipate a big win for our dealers in the marketplace by partnering with HPR.”

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BY STEVE SANETTI, NSSF PRESIDENT & CEO

U P D AT E

FROM THE NSSF

NSSF Interfaces With the ATF Your industry association maintains important dialogue

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emember two important things when discussing the firearms and ammunition trade association’s relationship with the Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF).

First, we are a heavily regulated industry. Second, the ATF is our regulator. It is essential that we all keep this in mind. In order to even be in this business and conduct our affairs, we simply must cooperate and coexist with the ATF. There are more than 20,000 federal, state, and local laws and regulations governing the manufacture, distribution, sale, and ownership of firearms. The ATF, part of the U.S. Department of Justice, has the responsibility to enforce a great many of them at the federal level.

The National Shooting Sports Foundation (NSSF) serves as intermediary among all our members (presently more than 7,000 manufacturers, wholesalers, and retailers), others in our industry, and the ATF. We do this in a number of ways. By having regular quarterly meetings with senior ATF officials and NSSF voting members, we make sure that our concerns and those of our members are aired at the highest levels of policy-making and enforcement. The ATF, in turn, can explain to us the rationale for its policies, procedures, and rulings, which we make known to our members in many media. These include the ATF-related topics in this magazine, articles in the exclusively digital Range Report (which reaches out to shoot-

In order to even be in this business, we simply must cooperate and coexist with the ATF.

ing ranges throughout the country), and via other electronic media such as the NSSF website, Bullet Points (our weekly e-newsletter), our Government Relations alerts, blogs, YouTube, Twitter, Facebook, and NSSF Member News.

So not only is even the very smallest member of NSSF represented when we go to the ATF in Washington, but that member also gets the latest news and interpretations of regulations from the ATF in a timely fashion. Furthermore, if an official notice of a proposed regulation appears in the Federal Register, the legal and government relations team at NSSF will solicit comments from its members so that we can submit a unified response on behalf of all our industry members. This has served us well, because time to respond is often short, and our industry needs to respond quickly, accurately, and effectively.

We interface with the ATF on many levels, from the director and his assistants through the bureau chiefs, general counsel’s office, Firearms Technology Branch, and those responsible for coordination of the state and FBI instant background checks, as well as many others. We have had joint conferences with manufacturers, importers, and exporters in which many complex issues have been discussed from varying points of view. We have educated ATF personnel on the complex world of today’s modern manufacturing methods, so they can better appreciate the potential issues associated with firearms serial numbering at various stages

of major component manufacture.

Even potential retail customers and licensed retailers get the benefit from ATFindustry cooperation, as evidenced by our joint decade-long “Don’t Lie for the Other Guy” program, which helps the ATF educate retailers to be better able to detect and avoid illegal straw purchases and warns the public that it is a serious crime to straw purchase a gun. Nobody wants to see a legally disqualified person illegally obtain a firearm, and this award-winning program shows that both the regulators and the regulated can help prevent this. More recently, our legal and government relations team published “Sweat the Details” to help retailers understand their record-keeping obligations.

Even when NSSF has a fundamental disagreement with the ATF—as was the case when the ATF announced a unilateral multiple long-gun sale reporting requirement for licensed retailers in the border states, which we believe is contrary to existing law—we can disagree, even to the extent of filing a lawsuit to halt the practice, without being disagreeable. In short, NSSF is your most effective voice in Washington, D.C., when it comes to conveying our industry’s unique concerns in a constructive, knowledgeable, and respectful dialogue with our industry regulators.

Steve Sanetti

President and Chief Executive Officer, NSSF OCTOBER/NOVEMBER 2012 ❚ SHOT BUSINESS ❚ 15

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U P D AT E

FROM THE NSSF

NSSF President Reappointed to Wildlife & Hunting Heritage Conservation Council

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government to responsibly manage federal lands for all appropriate uses, including hunting and recreational shooting.

Former ATF Official Joins NSSF’s Compliance Team Harry McCabe, former deputy assistant director with the Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF), has joined the National Shooting Sports Foundation’s (NSSF) firearms retailer in-store compliance consulting team.

McCabe retired from the ATF after a distinguished 36-year career with the bureau. He most recently was deputy assistant director of field operations and responsible for the entire firearms regulato-

ry policy and inspection program nationwide. In this new consulting position, McCabe will visit NSSF member firearms retailers to review their layouts, procedures, and documentation, and then make recommendations on how to improve their system of compliance to minimize the possibility of any violations should they be inspected by the ATF. Retailers can learn more about this consulting service in the “For Retailers” section of nssf.org.

NSSF president Steve Sanetti and Secretary of the Interior Ken Salazar greet each other at a meeting of the WHHCC.

NSSF Salutes USA Shooting Olympians in National Ad The August 22, 2012, edition of the nationally distributed newspaper USA Today ran a full-page ad placed by the National Shooting Sports Foundation (NSSF) that congratulated all members of the USA Shooting Team that competed in the London Summer Olympic Games, and particularly the four athletes who earned three gold medals and one bronze.

The ad’s headline read, “Congratulations to All Our Shooters on the U.S. Olympic

Team,” and continued, “Making history, setting records, showing the world the fun and excitement of the shooting sports: You’ve made us proud.”

The ad also gave readers an opportunity to download NSSF’s Where2Shoot app for the iPhone, which allows users to search for shooting facilities nationwide, watch video tips on hunting and shooting, and keep up with news about the shooting sports.

PHOTO (TOP) BY TAMI A. HEILEMANN, COURTESY OF DOI

ecretary of the Interior Ken Salazar and Secretary of Agriculture Tom Vilsack have named Steve Sanetti, president and CEO of the National Shooting Sports Foundation, to serve a second term on the Wildlife and Hunting Heritage Conservation Council (WHHCC). Sanetti is one of 18 people to be appointed to the council, an advisory group established in 2010 that will help to promote and preserve America’s hunting heritage for future generations.

The council provides a forum for sportsmen and -women to advise the federal government on policies related to wildlife and habitat conservation endeavors that benefit recreational hunting, sport shooting, and wildlife resources. It also will serve to encourage partnership among the public, the sporting conservation community, the hunting and shooting sports industry, wildlife conservation organizations, the states, Native American tribes, and the federal

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U P D AT E

16 Ranges Awarded Nearly $400,000 in Grants The National Shooting Sports Foundation (NSSF) has awarded $399,456 in grants to 16 shooting ranges to develop programs that will put more people on the firing line. NSSF’s Range Partnership Grant program assists qualifying ranges in their efforts to introduce newcomers, re-activate lapsed shooters, and encourage active shooters to try other shooting sports.

NSSF received 79 proposals, a record number. Since 2008, the NSSF has awarded 62 ranges a total of $1.57 million in Range Partnership Grants.

Melissa Schilling, NSSF’s director of recruitment and retention, says that a

Grants will fund strategies to get more people to the firing line.

priority of the program is to highlight “models of success,” so that successful initiatives can be adopted by other facilities to build more participation, customers, and profits.

First Shots Big City Tour Makes Splash in D.C. Area

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he First Shots Big City Tour steamed into the D.C. area, and before it left, it had introduced nearly 250 novices to shooting.

Five ranges presented First Shots seminars from Friday, Aug. 24, through Tuesday, Aug. 28. The NSSF member shooting facilities serving as host ranges were: Blue Ridge Arsenal, Chantilly, Va.; Sharp Shooters Small Arms Range, Lorton, Va.; Clark Brothers Guns, Warrenton, Va.; St. Charles Sportsmen’s Club,

Waldorf, Md.; and Range 82, Midland, Va. Publicity for the event had been in various media outlets, including a five-story sign on the side of a building at 13th and L NW, in Washington, D.C., that read, “Hey D.C.—It’s Time For Your First Shot.”

First Shots is NSSF’s free introductory seminar program that teaches newcomers firearms fundamentals, safety, and applicable regulations in a classroom setting, followed by a livefire session under close supervision.

Project ChildSafe’s Newest Initiatives

Project ChildSafe, a program developed by the National Shooting Sports Foundation (NSSF), has distributed more than 35 million firearms safety kits—a cable-style gun lock and firearms safety brochure—to gun owners through partnerships with law enforcement agencies since 2003. This summer NSSF launched two new Project ChildSafe initiatives.

With the support of Gov. Luis Fortuno, Puerto Rico launched the gun-safety program at a press conference in late May. Representing NSSF at the press conference was senior vice president and general counsel Lawrence G. Keane.

In mid-August the St. Louis City Police Department and seven other area law enforcement departments also launched the program with a press conference, at which Bill Brassard, director of communications, represented NSSF. Project ChildSafe has distributed safety kits to all 50 states and five U.S. territories.

NSSF President Responds to Time Magazine In the Aug. 6 issue of Time magazine, managing editor Richard Stengel published misinformation about both firearms owners and modern sporting rifles when he wrote, in “Talking Common Sense About Guns,” “And gun owners

know better than anyone else that an AR-15 has little or no sporting purpose.”

This prompted a response from NSSF president Steve Sanetti: “It never ceases to amaze recreational shooters and hunters when persons who

wouldn’t touch a firearm on a bet presume to tell us that certain firearms ‘have no sporting purpose.’

“A 2012 report by Sports Marketing Surveys clearly demonstrated that owners of AR-15-type rifles have made them some of

today’s most popular sporting firearms. In fact, owners of these rifles commonly spent more days at the target range and fired more ammunition than those engaged in skeet, trap, or sporting clays shooting. Their equipment has

changed, but millions of owners use them for target shooting and hunting.

“People fear what they don’t know, and that’s perfectly understandable. But to presume to know what kind of equipment many millions of other law-abiding

Americans use for legitimate recreational pursuits in the face of the facts is just wrong.”

© 2012 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business®, SHOT Show® and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundation’s prior express written permission. All other company and product names are trademarks or registered trademarks of their respective owners.

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NSSF Delivers Value SHOT Show Serves the Media

One member’s experience

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ith 1,600 exhibitors displaying all that is new in the world of shooting, hunting, and law enforcement products, the SHOT Show is the mother lode of story ideas for writers, broadcasters, and photographers. Add the facts that editors and publishers, as well as company personnel, are on hand and that the National Shooting Sports Foundation provides a state-of-the-art press room, and you can see why the 2,466 credentialed media from dozens of countries at the 2012 show consider the SHOT Show a can’t-miss event for coverage and networking. For media to register for free for the 2013 SHOT Show, they should visit shotshow.org. description of business: “I am a veteran writer and photographer, having had more than 1,600 magazine articles and hundreds of images published. As the executive director of the Professional Outdoor Media Association (POMA), I manage the organization to ensure it meets its mission’s goals of fostering excellence in communications at all levels, helping members build their businesses, connecting media and industry, promoting fair and honest communication of the traditional outdoor sports and conservation stories, and mentoring the next generation of traditional outdoor sports communicators.”

member: Laurie Lee Dovey, freelancer; executive director, POMA business: Professional Outdoor Media Association, Johnstown, Pennsylvania www.professionaloutdoormedia.org telephone: 814-254-4719

experience with the sHOt show:

“The SHOT Show offers members of the media immeasurable benefits. The most important is a connection to the industry. Nowhere else but the SHOT Show can a media professional connect with every important firearms/shooting industry manufacturer, press-relations representative, and company executive. At SHOT, NSSF also provides the media with a state-of-the-art press room facility for interviewing, filing stories and content, networking, and gathering product information. Also, Media Day at the Range each year gives the media a chance to test the industry’s newest products.

No question: SHOT is the must-attend event of the year for the media.”

Value of nssF membership:

“NSSF’s support of individual journalists and content providers and the Professional Outdoor Media Association allows both me as an individual communicator and all POMA members the opportunity to network and educate ourselves and our readers/viewers. That’s simply invaluable to anyone who wants to accurately report on firearms and shooting-sports industry products and issues. There is no more valuable resource to the media. Beyond the SHOT Show, NSSF offers a seemingly endless menu of sources and resources, including data, experts, images, and more. As an NSSF member, I receive NSSF’s Member News and discounted access to all research materials, allowing me to fulfill assignments with information other media members might not have. All media—both mainstream and firearms/shooting-focused—should consider media membership [nssf.org/join] to gain access to these resources to ensure the most complete and accurate reporting and coverage of products, the industry, and issues.”

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 7,000 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, visit nssf.org/join or call 203-426-1320 for Bettyjane Swann, NSSF director of member services (bswann@nssf.org) or Samantha Hughes, NSSF member services coordinator (shughes@nssf.org).

18 ❚ Shot BuSineSS ❚ october/november 2012

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BY GLENN SAPIR, NSSF DIRECTOR, EDITORIAL SERVICES

u p d at e

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

Remembering Those in Need

Participate in a local game-donation efort, or spearhead one in your area

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ratifying to NSSF, even more hunters than in prior years are going afield, assuming the upward trend in hunting license sales over the last two years continues. In many ways, “the more, the merrier” applies to this increase. One benefit is that even more hunters can remember those people in desperate need of nutritious meat, which lean, low-cholesterol, high-protein game certainly provides. The idea of donating some or all of a hunter’s harvest to the hungry is a fitting ethic, especially as the holiday season approaches, and you can be an important part of this effort.

When you’re passing the turkey and stuffing around the Thanksgiving dinner table, here’s a story to tell—one that would not be possible without the thoughtfulness and generosity of hunters.

A study commissioned by the National Shooting Sports Foundation and conducted

by Mile Creek Communications revealed that in 2010, some 11 million meals were provided to the less fortunate through donations of venison by hunters. Nearly 2.8 million pounds of game meat made its way to shelters, food banks, and church kitchens and onto the plates of those in need.

“Given our challenging economic times, hunters’ donations of venison have never been more important to so many people,” says Steve Sanetti, NSSF’s president and CEO. “These contributions are just one way hunting and hunters are important to our way of life in America. These impressive figures make me proud to be a hunter.

I have donated game meat during the past year, and I urge my fellow hunters to strongly consider sharing their harvest.”

The study revealed that donations were largest in the Midwest and the South. The Midwest provided 1.3 million pounds of game meat, amounting to 46.1 percent of total donations, with the South close behind at 1.25 million pounds and 45.7 percent. The Northeast contributed 7.2 percent of total donations and the West 1 percent.

Though lower than other regions, the

In 2010, some 11 million meals were provided to the less fortunate through donations of venison by hunters.

West’s contribution still accounted for 108,520 meals.

NSSF commissioned the study to better understand the size and scope of these venison donations. “These annual donations could easily be double this amount if ‘direct’ donations from hunters to friends and family were included,” says Jim Curcuruto, NSSF’s director of industry research and analysis.

Groups often cooperate to ensure a successful donation program. In Georgia, according to the Athens Banner Herald, the Georgia Wildlife Federation pays for the meat to be butchered and packaged at statelicensed processors, the state Department of Natural Resources oversees the program, and the Georgia Food Bank Association coordinates distributions. The game meat satisfies shelters’ need for nutritious food.

Dave Williams, who manages food resources for a northeast Georgia food bank, said

in the Banner Herald that he is focused on acquiring more nutritious items and noted, “Deer venison is such a low-fat, highprotein item, agencies greatly appreciate getting it.”

Another news report out of the IndianaKentucky-Illinois area pointed out that one deer can feed up to 200 people. Ground venison is a versatile food, with cooks using it in pasta sauces, chili, tacos, meatloaf, burgers, and other dishes.

Individual hunters donate game meat and even pay for processing, although many choose to work with organizations dedicated to helping the hungry. Many of these groups were sources for the NSSF study, including Hunters for the Hungry, Farmers & Hunters Feeding the Hungry, Hunt to Feed, and Buckmasters. NSSF’s website, nssf.org/huntersfeed, links to the National Rifle Association’s directory of groups active in various states.

In the September edition of Pull the Trigger at nssf.org, you can watch an NSSFproduced video on game-donation programs. Encourage others to do the same.

What more can you do?

The nssf.org/huntersfeed website offers links to local programs; if you don’t see one listed, inquire at your state fish and game department or at nearby charitable fooddistribution institutions and fish and game clubs. Publicize local game-donation programs to your colleagues, your customers, and your friends, and encourage them to support them by donating part of their harvest or by making a financial contribution toward the programs’ processing fees.

You—and they—can make a meaningful difference. october/november 2012 ❚ SHot BuSineSS ❚ 19

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BY JOE KEFFER, OWNER, THE SPORTSMAN’S SHOP

from my Side of the counter

SHOT Show U. Is a Must

A gold mine of guidance is delivered in one day

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oday’s retailer faces a multitude of factors that constantly affect his or her business. Retail has always been a fast-paced, everchanging endeavor—the retail environment can turn on a dime and leave nine cents change. Stores that are on the cutting edge are the survivors; stores that don’t keep up with the rapid pace of change are soon left behind and forgotten.

Firearms retailers are not immune to these challenges. Granted, the industry has enjoyed tremendous growth over the past few years, but the landscape for the firearms retailer continues to evolve at a blinding speed. Customers are more educated than ever before about their purchasing decisions. Thanks to the Internet, the information that’s available to consumers has reached unheard-of levels.

Retailers are constantly trying to stay in

to the health of a business. Being able to control and understand the complex issues of profit-and-loss statements, cash flow statements, and the like is crucial to a firearms store owner’s continued success. To remain competitive and on the customers’ radar, a retailer’s understanding of how to market his or her business is a top priority. Meanwhile, other areas of operations can never be neglected. Compliance with the requirements of the

I’ve always come away from SHOT Show University energized and ready to implement new ideas and changes to my business. the lead on this information highway.

And the availability of this information has changed the shopping habits of consumers, as well.

Customers obviously drive sales, and are the top priority in any retail business, but other complexities face firearms dealers. Competition is fierce from many different sources. Other firearms retailers, be they small independent stores, gigantic mega-stores, or even online sellers operating without a physical storefront, all are trying to get a larger piece of the pie.

Retail businesses constantly face new challenges in day-to-day operations.

Obviously, financial performance is critical

Bureau of Alcohol, Tobacco, Firearms, and Explosives, and the resulting paperwork, for example, must be adhered to and strictly monitored and controlled.

Firearms retailers often ask themselves, “How can we learn to stay on top of the changes and challenges that we face today? Where can we get the education to meet our specific needs?”

The answer is SHOT Show University.

SHOT Show University is a daylong event held the day before the SHOT Show officially opens; for 2013, it takes place on Monday, January 14. I’ve attended SHOT Show University for the past several years, and it has been extremely rewarding, help-

ing me run my business more efficiently and effectively. The National Shooting Sports Foundation (NSSF) works very hard to bring such a quality experience to firearms retailers, and I know that for past several years, SHOT Show University has been sold out.

SHOT Show University hosts 300 retailers from all walks of life for this event.

NSSF brings in presenters at the top of their fields, covering a variety of subjects, including marketing, advertising, financials, media training, merchandising, compliance training, and social media, to name a few. (The list often reflects what retailers requested via the surveys administered at the previous SHOT Show U.) The subjects are always timely, well thought out, and presented in layman’s terms so retailers can grasp the concepts and immediately implement the ideas and techniques in their stores.

To further complete this experience, NSSF provides a lunch and a reception for all attendees. The lunch break and the reception provide opportunities to network with other retailers. In addition, all of the presenters are available to have one-on-one time with anyone who may have further questions.

I’ve always come away from SHOT Show University energized and ready to implement new ideas and changes to my business. I can’t wait for SHOT 2013 to see what new, valuable information NSSF and the Shot Show University presenters will deliver. You can register for SHOT Show University when you register for the SHOT Show, at shotshow.org.

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BY SCOTT BESTUL

Do the Right Thing

Even for a successful retailer, sometimes life is about more than business

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ob Viden knows how to be successful. Bob’s Little Sport Shop, the New Jersey business Viden opened in 1965, is a recognized go-to spot for shooters and hunters in the East. Viden has grown the shop from a part-time venture he ran in his garage to a full-service gun shop, archery store, and shooting range. He’s been so successful in promoting the shooting sports that he served on the NRA board of directors. By any measure, he’s a man who knows his way around the industry and, of course, knows how to make a dollar.

But talk to Viden for any length of time and the subject of running a store gets kicked quickly to the curb. He talks, instead, of matters that make him truly proud. “I’ve been fortunate enough to hunt Africa quite a few times, and on one hunt in the Congo, a little boy came up to me and asked about the shoes we were wearing,” he recalls. “It got me to thinking about how much we take for granted, about the things we have, like shoes and clothing. So when I got home I talked about it to members of my Safari Club chapter, and we organized a shoe drive.

That first year, we collected 250 pairs and sent them over there. And it just kind of gathered steam after that.”

Viden isn’t kidding. The next season the shoe drive shipped 2,000 pairs of shoes to Africa, and every year it’s just grown. “We’re at 72,000 pairs, total, as of last week,” Viden told me recently.

“It’s grown so that now civic groups, churches, and Scout groups help us with the drive. And then there are just individuals who take it upon themselves to make it a project. One young man, A.J. Beachler—he’s only 12 years old, but a golfer who’s got the skills to go pro— has collected 10,000 pairs just by himself. It’s been a gratifying cause. I

“Our nation was built by men of faith and action. Many have forgotten that, but gun owners and shooters haven’t.” received a letter from a schoolteacher in South Africa who told me that more kids were in school that winter, and she believed it was because they had shoes to wear. It’s not only a comfort issue for them, but a matter of health. There are many parasites and diseases that enter

the body through the feet over there.”

What does spearheading a worthy cause have to do with running a successful gun shop? More than you’d think.

For Viden, such efforts emphasize principles that are at the core of America.

“Our nation was built by men who were men of faith and action,” he says. “I believe our Constitution was written by people who prayed for guidance while writing that document. Unfortunately, I also feel that many Americans have forgotten, or chosen to neglect, that mindset. But many gun owners and shooters haven’t.”

Though these tenets have been at Viden’s core since boyhood, they’ve been nurtured. “I was fortunate enough to serve on the NRA board with Joe Foss, who was a WWII Congressional Medal of Honor recipient,” he says. “During that time, he and I became very close. Joe’s motto was always, ‘If you know something is right, don’t hesitate to talk about or do it.’ He lived that motto and set an important example for me. I’ve tried to follow it in both my life and in my business.”

Viden’s philosophy and message are important. Fortunately, if I can use the folks I’ve talked to while writing this column as a guide, Viden’s beliefs are not rare among gun shop owners. But if you’re among the few who hesitate to do the right thing, or talk about your faith, or participate in activities that demonstrate that our sport is one filled with good, moral, and just people, consider this: You could be hurting yourself—and even your bottom line— more than you know.

Shooting Booms at Bob’s Little Sport Shop

New Jersey may not come immediately to mind in a discussion of big shooting states, but don’t tell that to Bob Viden. “We’ve seen a tremendous interest in the shooting sports,” he says. “We’re selling a lot of people their first gun, and the demographic is all over the map.”

“Part of the explanation is political,” he suggests. “Most people want this to be a free country, and they recognize gun ownership as a constitutional right. And, of course, whenever someone tries it, they realize shooting is just plain fun.”

Viden stresses proper training for new gun owners, and recently hired seven NRA-certified instructors to meet the increased demand for classes in gun safety and marksmanship. His shop also hosts an active and growing indoor shooting league.

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FIRING LINE

BY CHRIS CHRISTIAN

Unlike the LCP, the LC9 has real front and rear sights, in a three-dot pattern.

Compact Power

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Ruger’s double-action LC9 is more than the LCP redux

hen it was introduced four years ago, the ultra-compact Ruger .380 LCP caused quite a stir in the firearms industry. Now, Ruger is stirring the pot again with a larger 9mm version. The LC9 ($443) is built along lines similar to the LCP, using a glass-filled nylon frame, a fully ramped alloy-steel barrel and slide, and a black matte finish. Although roughly the same in outward appearance, there are significant differences between the two guns.

The LC9 uses a tilting locked breech action to house the more powerful 9mm round. With a 3.12-inch barrel, it has an overall length of 6 inches. It’s not exactly a palm-sized pocket pistol, but it’s pretty close.

The LC9 is available in double-action only, with a shielded hammer and inertiatype firing pin. It does not provide repeat-strike capability; if the trigger is pulled and the sear released, the slide must be retracted about ½ inch to reset the trigger. The trigger pull is lengthy but smooth, with a distinct hitch at the end of the stroke before the sear releases.

The LC9 features a number of safety systems. A magazine disconnect prevents firing when the magazine is removed. A firing-pin block prevents the firing pin from moving forward until the trig-

ger is pulled. A manual thumb safety is located on the left rear of the frame and locks the trigger and slide when engaged.

Unlike the LCP, this gun has real sights. Both front and rear are dovetailed into the slide, and the rear sight is easily adjustable for windage by loosening the locking set screw and sliding the sight right or left. The sight pattern is the popular three-whitedot pattern. And as with other Ruger pistols using this sight system, the front dot is larger

than the two flanking rear dots to make it quicker to find.

Range testing with the LC9 involved about 250 fired rounds consisting of Hornady 124-grain and 147-grain TAP CQ, 124-grain Speer Gold Dot, 115-grain Federal 9BP, and 124grain Federal American Eagle.

As one might expect from a 17-ounce pistol, recoil was brisk but not abusive. I would compare it to firing .40 S&W from a full-size service pistol.

Ejection was vigorous (about

Closing the Sale

For some customers, price is the sales key; for others, it’s performance. Those looking for a slender, lightweight self-defense 9mm will find that the Ruger LC9 combines both. Add Ruger’s name and reputation for customer service, and the cash register should ring.

Savvy dealers will also stock at least one extra magazine per gun, and should sell one with each gun.

15 feet to the right and 30 to 40 degrees behind), and an inspection of fired cases showed no sign of premature unlocking or excessive pressure signs.

Accuracy testing from a sandbag rest at 15 yards showed that all loads shot to the same point of aim. The gun shot a couple of inches to the left for me, but that could be easily corrected by just drifting the rear sight to the right. Elevation was virtually perfect. The 115- and 147-grain loads were about 1 inch high; the 124-grain loads were deadon. Five-round group sizes for all loads stayed within the 2.75- to 3.25-inch range. Even though the LC9 was pulled from the box and used without further lubrication, it performed well. That’s as good as it gets for a compact selfdefense pistol. (203-2597843; ruger.com)

24 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2012

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8/31/12 11:34 AM

undercover shopper

Smokepole Questions Bring Out Hot Air

Customers looking for a modern muzzleloader should do their own research…because some clerks in these South Carolina Lowcountry towns are blowing smoke

M

STORE A

➤Driving arounD on a hot South Carolina day, a covered parking lot is a lot like a cool drink of water. That’s what I was thinking as I pulled into a mediumsize independent gun store lot and drove toward the shaded shelter. But as I got closer, I realized the spots were for “Life Members Only” and employees.

That set the stage for the visit.

This is a busy shop, with the feel of an Army-Navy store—lots of used guns, worn boxes of old magazines, and faded blister packs on pegboards. There were many new guns on the walls, and 300 or so new and used firearms on floor racks.

An employee entertained a group of about four other store employees. I stood nearby, looking around and wondering if I’d have to break up their klatsch. I inched closer, practically rubbing elbows. After I was nearly one with the group, the storyteller could ignore me no longer.

“Oh, do you need help?” he said.

I asked if they had any new muzzleloaders, and one of the employees in the group pointed toward one of the aisles.

“We have one in a pack over there, and used guns over there.”

I did not see where the new gun was,

so I asked again, and he pointed again. I said thank you; for what, I do not know. I wandered over in the general direction of his pointing.

Near the ground was an old Traditions Yukon kit for $330. There was no way I could open it without breaking the pack, and no one offered to help me. So I left, taking one last look around, knowing I would never be back again.

STORE B

➤ i was welcomeD right away into this spacious, smaller independent store.

About 100 guns were visible on racks. A selection of another 100 handguns lay in glass cases. There were two clerks behind a counter. One was talking to a customer.

I did not see where the new gun was, so I asked again, and he pointed again.

The other clerk, whom we’ll call “Joe,” stepped up. I told him I was looking for a muzzleloader. He said they had three that were on sale for “bargain-basement prices.” He showed me two new Thompson/ Center Pro Hunters—one in Realtree camo, the other in black. Each was $675, an okay price.

I found out that Joe had never shot a muzzleloader.

Q: Does it need a tool to take out the breech plug? a: I think it comes with one.

Q: Were the barrels made in the U.S.? a: I’m pretty sure they were.

Q: Why the low price? a: We sold a bunch, but these were the last two and they haven’t moved.

“There’s nothing wrong with them, they just haven’t sold,” said Joe. I handled the gun, and thanked the clerk. As I was walking out, the owner or manager asked me, “Did you see anything you can’t live without?” I said I wasn’t sure, and that I’d have to think about it. He asked if the clerk had answered all my questions, and told me to come back if I had any more.

STORE C

➤ i got a big, Southern “Hello” from a cashier at the entrance of this big-box store. I walked to the outdoors area in the back corner. There were about 40 guns on a rack behind a counter, and no clerk in

pixel pushers

ountain Man, I’m not. I have no interest in dressing up like a 19th century frontiersman, and I’m certainly not partial to flintlocks or percussion cap blackpowder rifles. I prefer to use a modern inline muzzleloader. Not only will the power ignite when I pull the trigger, but I can hunt longer because of the special blackpowder seasons. These guns are a great opportunity for retailers, but few know how to sell them properly.

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We’ve Got Your Back

N

National Shooting Sports Foundation®

ow is not the time to go it alone. Firearms and ammunition retailers have a friend in the business.

The National Shooting Sports Foundation is the voice of the firearms industry and has been a trusted resource for outdoor sporting goods retailers for more than 50 years.

By becoming an NSSF member, you are never alone.

Some key benefts designed specifcally for retailers include: • Deep discounts on the industry’s benchmark research that gives retailers a competitive edge • Customized programs to help retailers grow, ranging from discounts from national brands such as Federal Express® and Staples® to cost savings for services such as credit card processing, employee background checks and telecommunications offerings.

SM

• Comprehensive materials and guidance to maintain ATF/legal compliance with everything from a 4473 overlay to a new hotline just for retailers.

• Customized services and amenities at the industry’s leading trade event, the SHOT Show® including exclusive access to the Members Lounge and Business Center.

• Programs and partnerships to help recruit new customers such as First Shots®, Hunting Heritage Partnership® and the NSSF Range Grant Program.

During this year when our industry will be challenged more than ever, your NSSF membership helps you grow your business and adds one more strong voice to the industry’s chorus. Contact Bettyjane Swann at 203-426-1320 or bswann@nssf.org.

WWW.NSSFMEMBERSHIP.COM

BC_004947_SHB1112P.indd 1

9/10/12 3:42 PM

undercover shopper sight. Two guys were looking at fishing rods and asked me if I knew anything about redfishing and sea trout fishing. I spoke with them for about 15 minutes before I broke away to find a clerk. One clerk eventually came over to the area, and I asked him if they carried muzzleloaders. He looked at the rack and said no. I asked if he could order one for me.

“Interesting question,” he said. “Let me see what I can find out.”

He called someone on an intercom, and then asked the redfishermen if they needed help, which they did. After 10 minutes, the clerk came over to me and said, “Can I help you?” I said that I had asked about ordering a muzzleloader. He apologized for forgetting all about me, and said they could order rifles, shotguns, and pistols,

but not blackpowder guns. I asked why not, and he said, “I don’t know.”

I’d had enough of that.

STORE D

➤ a clerk at this big-box store gave me as much misinformation as information.

A front-end clerk greeted me at the door. I walked to the back corner of the store to a cramped outdoors product area.

About 175 guns lined the wall, all with big trigger guards, but there was no one to help me. I waited for about five minutes before I went looking for someone.

I tracked down a clerk (who looked to be all of 20 years old) and asked about any muzzleloaders he might have. He had four: T/C’s Omega and Impact, and

Traditions’ Buckstalker kit and Accelerator. The clerk pushed the T/C as “the best there is,” but his limited knowledge of muzzleloaders quickly became apparent. He had only shot a blackpowder gun “once or twice, as a kid.”

Asked why the Omega trigger group dropped to access the breech plug instead of it breaking open like the Traditions gun and the Impact, and the clerk simply said, “It’s safer.” I asked how it was safer, and he said he didn’t know; it was just what he was told to say in training.

Asked if they were made in the U.S.A., he said yes: T/C was a Smith & Wesson company (true) based out of California and Illinois (untrue). I lost interest about 10 minutes after he did, and shot out of there like someone pulled a trigger.

how’d they Do? Customer Service store

A

The clerks were very friendly…to each other, but not to me.

i was helped right away, given all the time i needed, and queries were made to make sure i was satisfied. store

B

store

C

Friendly but distracted.

Greeted at the front door, but had to go track down a clerk in the gun department. store

D

Product Knowledge

Product Availability

if they knew anything about muzzleloaders, they weren’t interested in sharing.

The store had one new muzzleloader: a lonely, yellowing, blister-packaged entry-level gun.

unfortunately, the clerk didn’t know the products.

The shop stocked three guns of the same brand.

Average price.

it was as if no one had ever asked for a muzzleloader before.

No stars There were no muzzleloaders on the racks; ordering wasn’t an option either.

Clerks should never make up answers.

This store didn’t have the most guns of the group, but it did have the most new muzzleloaders—four—on hand.

SCORing SySTEm: Outstanding:

Very Good:

Average:

Winner: store

B

east coast Guns wasn’t a bull’s-eye, but it was on the paper. It’s spacious and friendly, with quality products at competitive prices. even though the clerk who was available to help me didn’t know much about muzzleloaders, at least he didn’t make stuff up. And after I spoke with him, another clerk followed up to double-check that I got everything I needed.

East Coast Guns 1725 n. main St. Summerville, Sc 29483 843-832-2453 eastcoastgunshop .com

Fair:

poor:

28 ❚ Shot BuSineSS ❚ october/november 2012

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CATCHING THE

NEW FACES ARE SHOWING UP AT GUN COUNTERS AS GUN CULTURE IS SUDDENLY BY COOL DAVID DRAPER

BY ALL ACCOUNTS,

WINDIGO IMAGES

it’s an exciting time to be in the gun business.

Across the country, sales are booming, with NICS checks up significantly in many states. Changing values and popular culture have made guns cool again, and new customers are showing up at gun counters in droves. But while you’re scrambling to fill orders, you also need to be thinking about what’s—or, more specifically, who’s—next? As the faces on the other side of the gun counter change, so too do the ways we all need to market to this exciting, and excited, new group of gun buyers to ensure they stay with us for many years to come.

Since January (and in fact, well before), the number of gun purchases has been rocketing upward. When compared to 2011, which was a recordbreaking year itself, National Instant Criminal Background Checks (NICS) have risen by double-digit percentages.

Montana was up almost 25 percent in January. Kansas was up 25 percent in February. March saw Arkansas up more than 90 percent, and North Dakota up an astounding 98 percent. Even Illinois, a state that’s known for its onerous gun

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AS THE FACES ON THE OTHER SIDE OF THE GUN COUNTER CHANGE, SO TOO DO THE WAYS WE ALL NEED TO MARKET TO THIS NEW GROUP OF GUN BUYERS. IF WE WANT TO ENSURE THEY STAY WITH US FOR MANY YEARS TO COME, WE NEED TO MODIFY OUR APPROACH.

laws, was up nearly 50 percent in February. But just who is buying all these guns?

It’s not who you might think, at least according to Miles Hall, president of Oklahoma City’s H&H Shooting Sports Complex, whose business was up 49 percent for the year by the end of May.

“WE’RE IN THE THIRD WAVE

of new gun buyers,” says Hall. “These people are friends of the first two waves that came in 2008 and 2010. The new group is in their mid- to late-30s and ethnically diverse.

I pulled our records and found that our customers are almost evenly divided by gender, with 53 percent men to 47 percent women. That includes a lot of couples with children.”

Although personal protection

may have been what first got this new customer base in the door, according to Hall, they’ve discovered—through friends and personal experience—that shooting is enjoyable.

“Our new customers are converting fear into fun,” says Hall. “The upcoming election is not the driving factor. The end of the world is not even on their radar. While they might be concerned about their own well-being, they are really enjoying the shooting sports.”

All this passion creates a hunger, not just for product, but also knowledge, which they get increasingly through the Internet and from handson experience at their local ranges. These consumers are savvy shoppers and not afraid to ask questions, something Richard Sprague, owner of

Sprague’s Sports in Yuma, Arizona, is seeing firsthand.

“We’re getting great response to our classes, including the First Shots programs,” says Sprague. “They’re so popular we’ve moved them from quarterly to monthly. We have a Ladies’ Night, a Date Night for couples, concealed-carry classes, hunter education, and personal defense. These new shooters are hungry to learn. Our goal as an industry should be to not drop the ball and to ensure they’re exposed to new opportunities to keep them engaged.”

Sprague’s point is one worth repeating. The industry needs to keep these buyers engaged in order to remain relevant in their already busy lives. In today’s world, attention spans are fleeting, and if the industry doesn’t do everything it can to keep this audience interested,

they’ll be lost. While a big part of this is offering as much hands-on experience and training as possible, it also means marketing to them intelligently. As an industry, we’re great at preaching to the choir, spending dollars and time where the traditional consumers are. But, according to Hall, this new wave of buyers isn’t there yet.

“THESE PEOPLE ARE WATCHING

TV, but not the Outdoor Channel or Sportsman’s Channel,” Hall says. “They’re reading magazines, but not gun magazines. They watch their local network stations.

They’re watching HBO, History Channel, Discovery.

And, they’re voracious on the Internet. Our website, little H&H Gun Range in

32 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2012

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THE FAST TRACK SOMETIMES the focus of a firearms business can get fuzzy. When that happens, it’s time to step back and ask, “How do I make my operation run more effectively and still adjust to an ever-changing marketplace?”

These days, successful gun shops function as dedicated profit-generating businesses. More than ever, gun shops today truly need to be run like a serious business, not a hobby. This unforgiving market demands a fresh approach, including investing in new product categories. Retailers need to learn how to sell to and service a completely new customer mindset, including coaching and mentoring a new generation of shooters.

When I was in the gun business in the 1980s, I only sold guns I wanted to own.

Consequently, I didn’t sell a whole lot.

Sometimes I had to price guns at cost just to get them out the door. That was no way to run a gun store—or any other business, for that matter.

Oklahoma City, had 2,152,244 hits in the 30 days prior to May 25. And bear in mind, we don’t sell anything on our website.

They’re just hungry for information.”

In addition to keeping up online, both Hall and Sprague spend their advertising dollars locally. But as the NICS numbers show, this is a national trend, and it’s going to take the support of manufacturers to help sustain the momentum into the fall and through the election cycle. By engaging this young consumer group now, we’re promoting gun ownership for the next 50 years and beyond—a fact that’s not lost on Sprague.

“These customers are our future business,” said Sprague.

“But more importantly, they’re future voters. We need to take that real seriously.”

➤ UNFORTUNATELY, a surprisingly large number of gun shops across America are operated with that same sort of limited business mentality. The proprietors stock what they like, with little conscious consideration of what their potential customer base might actually want to buy. Furthermore, too many gun businesses have never taken the time to fully analyze their local buying markets or the customers that walk through the door. New gun buyers are coming in droves, but only to those outlets where they can feel comfortable, can learn about new firearms products, and, especially, can be taught firsthand how to use firearms properly and safely.

The new learning curve is both steep and short. Those realistic “performanceoriented gun centers” are making tons of money while others languish, a step away from closing their doors. Miles Hall’s H&H Shooting Sports [see main text] is one example. Van’s Deer Processing and Sporting Goods in Brandon, Mississippi, is another. Owner Van Allen operates one of the largest privately owned entrepreneurial gun shops in the state. On top of a stock of nearly 5,000 new firearms and a huge selection of pre-owned guns, Allen also has an equally well-stocked archery gear shop with an indoor shooting range.

The shelves at Van’s brim with optics, ammo, cleaning supplies, reloading equipment, and other accessories. Van’s also features a comprehensive clothing line as well as a complete deer processing service known for making some of the best smoked deer sausage in the region.

It’s truly a one-stop outdoors outlet. ➤ “THE SECRET to our business success is first and foremost to have a huge, and diverse, stock of goods,” Allen says.

“We have the largest selection of guns and gear in the state. But I also hammer home customer service. We don’t pressure shoppers, but we’re here to direct them to items they are interested in, then fully orient them about the product, its safe use, and related buying recommendations. We let them shop around, but we keep an eye on them.”

Like other savvy retailers, Allen has noticed one vital change in the customer base. “A growing number of females are coming in with husbands or boyfriends.

They want to learn to shoot and hunt.

Now we greet these customer couples with ‘How may we help y’all?’ We have to make the ladies feel comfortable in a man-dominated arena. We don’t make any assumptions about previous experience or knowledge, either.”

To further drive sales, Allen recently completely redesigned the entire sales floor. The new layout, he says, forces customers who mostly say they are “just looking” to shop around. The result is additional sales as they see new products on the shelves when they stroll from aisle to aisle. Employees are constantly in circulation to answer questions or direct customers to specific items.

Finally, Allen is very particular about whom he hires. “I do not hire gun nuts,” he says. “I hire people with a reputation for character, and I watch how they treat our customers. I nurture repeat sales, so one-on-one customer service is critical in my shop, especially with the younger set and more females coming in the door.

Our atmosphere has to be a helpful, instructional environment” Profit is, and always will be, the name of the game. But the nature of the customer has changed, and so the selling techniques needed to convert a new shooter into a repeat customer must change as well. Do that, and the money will take care of itself. —John J. Woods

OCTOBER/NOVEMBER 2012 ❚ SHOT BUSINESS ❚ 33

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photo credit

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BURGLARY! IS YOUR SECURITY SYSTEM UP TO SNUFF?

BY W. H. GROSS

PIXEL PUSHERS

So, you’ve installed an alarm system in and around your store. Now you can sleep tight—or can you? Consider the experiences of a pair of Ohio firearms retailers as a warning shot across the bow.

OCTOBER/NOVEMBER 2012 ❚ SHOT BUSINESS ❚ 35

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BURG LA RY!

SAFE & SOUND NSSF SF ofers security y system s discounts ounts s The he National Shooting Sports ports FFoundation oundation makes avail mak vailable to o its members dis discounts ounts on two store st securityy aids.

One is a fogging ogging ssystem from FlashFog og Securit Security (888888-282 740; fl 888-282-7740; flash fogsecurity.c ecurity com); the other is a line ine of ssecured gun cases es fr from Display Solutions utions of T Topeka (800-444-9685; dstopeka.com om). ) “FlashFog og det deters smash-and-grab ab bur burglaries becausee when your store alarm arm ggoes off, FlashFog og ssets off a thick, odorless ess ffog that spreads eads ads throughout throu the building ding in about 30 seconds, onds, gr greatlyy rreducing visibility. And, obviously, burglars can’t an’t steal what they can’t st an’t see ee, says Bettyjane ee,” yjane Swann, ann, NSSF’ NSSF’s member servic direct services director. “The gun un display displ cas ases from Display Solutions Displ utions of Topek opek havee an al opeka aluminum, rrol roll-down wn front fr that can c be pul pulled ed down do and locked locked at night night— much like l e one on a rrollttop op desk—which desk which also al discour ges smash-anddiscourages disc grab ab.” Swann w says that both security s ccompanies omp regul egul y display egularly displ their products at the SHO SHOT Show.

FlashFog’ og’ fog og’s og lasts approximat ximat y 45 minximately utes es and is ssafee and harmless ess tto o br breathe. bre Furthermore Furthermor urthermore, the ccomurthermor panyy claims aims ther there is no cleanup anup of anyy kind involved after the system is activated.

A motion detector trained on the door of The Powder Room was ineffective against criminals breaking through the wall.

The Powder Room Powell, Ohio, is an upscale suburb of Columbus, the state capital, and a place where serious crime just isn’t supposed to happen. But late last year and during early 2012, three young men went on a crime spree that tragically culminated in the robbing, shooting, and killing of a convenience-store clerk.

Before being apprehended, the trio allegedly committed some 20 daylight robberies and nighttime burglaries over a severalmonth period, the crimes gradually ramping up in boldness and violence.

About a week before the robbery and murder of the unarmed store clerk, the gang hit The Powder Room, a wellestablished gun shop and indoor target range. “It hap-

pened on February 8, about one in the morning,” says coowner Steve Yuszka. “To gain entrance, they knocked a hole in an exterior cinder-block wall, which, by the way, was reinforced with rebar. That gave them access to the restroom, which then allowed them entrance to our showroom. The bottom line is that just under 100 guns were stolen, primarily handguns.”

As of this writing, all but 19 of the guns have been recovered by police. Authorities believe that if the remaining guns turn up in the future, it will likely be one or two at a time.

Since the robbery, additional security devices have been installed in his store, but Yuszka, quite understandably, is reluctant to describe exactly how he has bolstered security.

He did say, though, that a glitch in the store’s security system gave the thieves their golden opportunity.

“Unbeknownst to us, the motion detector that monitors the store during off-hours had a gap—a dead zone—in its coverage area, and the bad guys somehow figured that out,” he says. “We believe they cased the store before the robbery, posing as customers, and probably took measurements of the exterior wall while in the restroom.”

Yuszka also believes that at least one of the thieves knew something about security systems and figured out the coverage area of the motion detector. “When they broke in, they stayed out of its range.

They never went into the areas of the store where the motion detector would have set off

36 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2012

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the security alarm. And while reviewing the surveillancecamera footage following the robbery, all we could see was an arm reaching into the display cases and grabbing guns.”

Yuszka discovered the burglary when he arrived the next morning. “I saw the hole in the wall and immediately called the police,” he said.

“Ironically, the motiondetector alarm worked just fine when the officer entered the building.”

Yuszka believes the security system’s installer made the mistake of aiming the motion detector only at the “soft” entry point of the store—its front door—never thinking there could be another way into the building. Fortunately, the retailer’s insurance policy covered the loss. Yuszka also said his insurance agent has contacted the security company about the dead zone in the system that allowed the burglary.

PHOTOS BY THE AUTHOR

Black Wing Shooting Center Located a half-hour drive north of The Powder Room, just west of Delaware, Ohio, is Black Wing Shooting Center.

The Buckeye State’s only fivestar shooting range and gun store, Black Wing suffered a burglary in August 2009.

“It was a Sunday evening, about midnight, when three burglars cut the phone lines to our building, disabling the main, land-line-based security system,” says owner Rex Gore.

“They then entered by breaking out a glass back door, which set off the in-store alarms. The sound alarms chased the burglars away for about an hour. We figure they probably waited in a nearby woods to see if anyone would show up to answer the alarm.

When no one did, our surveillance cameras show two guys coming back and re-entering

the store at about 1 a.m.”

The thieves spent almost an hour in the building, taking 35 firearms—shotguns, rifles, handguns—and other merchandise worth about $30,000.

In the process, they damaged another $20,000 worth of property, for a total insurance claim of $50,000. However, most of the store’s more valuable firearms had been wisely locked in a vaulted concrete inner room, as they are each night. As a result, the thieves got away with only a fraction of the facility’s $1.5 million inventory.

“We had a cellular-based backup security system, in addition to our land-based phone line, but for some reason the backup system failed,” says Gore. “We’re not sure if the burglars were somehow able to scramble the system’s Black Wing Shooting Center’s primary security system was disabled at the land line, and its cellular backup system failed at a clutch moment.

signal or if it was simply not working for some other reason, such as a lightning strike.

All we know is that the backup system didn’t engage when it should have. When it was checked following the incident, we were told the system was fried.”

What did Gore learn from the break-in? “We now check both our main and backup security systems on a monthly basis,” he said. “And we’ve added sirens and flashing strobe alarms to the outside of the building. We’ve also installed additional video surveillance cameras, both inside and out.” In addition, Gore had his phone lines buried underground, so that they can’t be cut.

But his most important piece of advice? “Have a good insurance policy.”

FULLFULL COURT PRESS PRESS Handling the news ws s media me Following wing the break-in br ak-in -in at Black Wing ing Shooting Center, owner wner Rexx Gor Gore was not prepar epared for or the crush of new news-media ws-media attention. ention. “It w was as lik like a feeding eeding frenzy fr y of sharks,” shark sharks, s,” he says. “T “Ther “There here were eree TV news ne crew wss in my store m st e’s ’s parking p lot ot filing remot emot stories, emote and reporters r ffollowing wing me around around inside the storee wanting stor anting an int inter erview. view w FFor or several s dayss it was as just cr crazy.” And unfortunat ortunately, according ortunat to o Gore, Gore, none of the Gor news wss sour sources were totally ac accur curate.

Goree sa Gor ssays yss he normally tries to o be vvery friendly with new wss peopl w people, believing ving that that, as a range owner wner and oper operator, it is his rresponsibility to educat educatee reporters educ r about recr recreational ecreational ational shooting and the shooting-sports shooting -sports industr industry in gener eneral. “But it’ it’s always yss a chal challenge,” he says. s. “For ex example, xampl ample, we can an seldom s dom get g the media to o respond r when we offer er a special shootshoot ing event vent ent or educational progr ogram, such as ffor milit itary veterans, erans, ans, women, omen, or youth. y But llet something omething unf unfortunat unfortunate happen, such as the break ak-in, -in, and the media shows wss up in dr droves. If I had it to do over er again,” a he says, “I probably ably would havee declined ined all al news intervie views follow w w-ing the break-in br -in and just issued a written writ press release.”

OCTOBER/NOVEMBER 2012 ❚ SHOT BUSINESS ❚ 37

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OCTOBER/ NOVEMBER 2012

➥EASY CARRY

According to Craig Pell, manager of Chimo Guns in Wasilla, the comfort of the holster may define the customer’s entire experience with a big-bore gun. “I’ve had many customers carry their guns more than 90 days a year, so holster fit is critical.”

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BIG IRON Big-bore handguns are highly desirable, but you need to match customer demand to expected use By Peter B. Mathiesen IN THE GLORY DAYS of the musclecar era, big-block engines, such as Chrysler’s famed 426 Hemi, were touted for their power and performance.

Same goes for big-bore handguns such as the classic .44 Magnum, .454 Casull, and the Smith & Wesson .50-caliber Model 500. The greatest demand for this “big iron” is seen in the West, but Midwest and Southern retailers are also reporting a surge in sales. Yet they’ve also noted that customers are looking for less bulky models. As a consequence, versions with shorter barrels are seeing an increase in demand, which translates into higher prices. These guns also create high ancillary sales.

BIG ACCESSORIES

➸ MANY CUSTOMERS may have a

spare .22 or 9mm holster and ammunition in the safe, but few have the extra items big revolvers require. Retailers should make a point to carry one lowprice-point and one high-end holster.

Skip the intermediate range.

The same goes for ammo. Customers always want the hottest loads to carry in

the field, but they practice at the range with lighter—and less expensive—ammo.

Retailers report that an average big revolver sale will be accompanied by $200 to $300 of additional accessory sales that day.

most big-bore customers. Once the person realizes that he may not shoot the gun except in dire circumstances, 2-inch barrel lengths become highly attractive.

USED GOLD

GETTING COMFORTABLE

➸ TO BE BLUNT, big bores are not pleasant to shoot, and at an average of two to three dollars per round, they are certainly not inexpensive to operate.

Customers should be given realistic expectations about the gun’s handling characteristics as well as advice on how lower-velocity rounds can reduce costs while allowing the user to develop confident handling skills.

Once customers have been initiated into the big-iron experience, they may no longer be intimidated about their operating characteristics. But they often tire of carrying them. Longer barrels are great for a guy who sits in a treestand for deer or hogs. But an 8-inch barrel that weighs nearly 5 pounds will not be much fun on a Montana pack trip or an Alaska fishing adventure.

Shorter barrels are the second gun for

➸ BECAUSE OF the relatively limited

number of big-bore handguns on the market, desirable models, such as the 2-inch .454 Casull Ruger Alaskan, the 4-inch Smith & Wesson Model 500, and the even rarer Smith & Wesson Model 500 ES Bear Gun, command top dollar.

Although the used prices are only 20 to 25 percent less than new, used big-bores are profitable and turn quickly. They are often acquired with a total of only a few hundred rounds fired, having suffered little more than holster wear, with the action and barrel in nearly new condition.

SANTA’S BIG GUN

➸ THE HOLIDAYS can be big-bore

season all over the country. Year’s end is an ideal time to promote and inventory these guns, which many customers have always wanted but have never taken the first step to own.

BIG GUNS IN THE BIGGEST STATE

PHOTOS BY THE AUTHOR

● Few regions of the country see the numbers of hand cannons that Alaska does, where almost

every fishing guide and hunter carries one for primary protection against bears and as a backup in the bush while rifle hunting.

“Large-bore revolvers are nearly 10 percent of our handgun business, and it’s safe to say that 95 percent of my customers own at least a .44 Mag. The

great news is, they all want another one that’s more convenient to carry,” says Craig Pell, manager of Chimo Guns, in Wasilla, Alaska.

Pell sizes up his customers carefully by gauging the size of their truck. “If a young guy pulls up with a three-quarterton with a 6-inch lift kit, he almost always

wants a .500 Mag. I’m not kidding,” he says.

The other caliber factor is the customer’s fear of bears. “In our state, people buy these guns for predator protection.

The more afraid they are and the more bear attacks there have been in the news, the larger the caliber.”

The second pur-

chase is almost always lighter, shorter, and more convenient to carry.

“Our hottest seller to the more experienced fisherman or hunter is a 2-inch Ruger .454 Casull, preferably in the Alaskan model when we can get them. It’s the best of all worlds, being relatively light and easier to holster.”

OCTOBER/NOVEMBER 2012 ❚ SHOT BUSINESS ❚ 39

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On Solid Ground

By Tom Mohrhauser

AT A GLANCE ShooteRS’ SPoRt CenteR OPENED: March 1986 PH: 262-681-1040 HOURS: Mon.-Fri. 9a-9p, Sat. 9a-6p, Sun. 11a-6p LOCATION: 4900 6 Mile Rd. Racine, WI 53402 INSTRUCTOR: Sam Beech SALES STAFF: Mike Arts, Jeremiah Menarek, Matt Wojtak WEBSITE: Under construction FACEBOOK: Yes

➤ Offering a wide selection of firearms and archery equipment, Shooters’ Sport Center also maintains an extensive inventory of rental units for its range.

PHOTOS BY THE AUTHOR

The Shooters’ Sport Center places a premium on customer service—and a solid business plan

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RETAILER PROFILE

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It

is said some

of the best treasures are hidden in plain sight, right under your nose. I was reminded of this when I sought to upgrade my personal defense handgun last fall.

After receiving cogent advice from SHOT Business contributing editor Chris Christian, I headed over to the Shooters’ Sport Center, in Racine, Wisconsin. I had purchased firearms from co-owners Jim Schunk and Bernie Kupper many years before and expected to re-enter familiar territory.

However, I found myself completely unprepared for what lay inside. Gondolas full of top-of-the-line products and accessories dominated the center of the store. An extensive archery department stood at my right; to my left was a pro shop full of everything from law enforcement gear to reloading supplies. Things had definitely changed since my last visit.

The business was born in the late 1970s, when Schunk provided products out of his home to a primarily law enforcement clientele. He met Kupper while they were both officers on the Racine Police Department; Kupper was studying accounting to serve as a backup discipline to pursue in his retirement years.

He began to work with Schunk on improving his bottom line in a practical application of his studies.

“As that process grew, so did the profits and eventually the volume,” Kupper says. “Then we began looking at business models, seeking management advice and eventually financing.” After a labyrinth of false starts and recasts, their plan caught the attention of a local banker. The result is a 50/50 partnership and a popular haunt that draws sportsmen from miles around.

Even with 10 lanes for shooters and four lanes set up exclusively for archers (one with a TechnoHunt video simulator), many customers elect to call ahead for reservations. Despite the shop’s low-profile facade, parking has had to be expanded dramatically to accommodate the growth in customer traffic. A range-side break area with vending machines serves as a place to wait, observe, or simply sit and discuss world events.

The retailer offers a full range of services, instruction, and competition programs that reflect the diverse shooting disciplines (PPC, IPDA, Bull’s-Eye, and Cowboy Action) favored by today’s shooting sportsmen. Shooters’ also offers an assortment of single- or multi-year membership options for individuals and families. A number of businesses have even partnered with the store for company-dedicated leagues. hallmark of the store’s business philosophy is detailed attention to each shooter’s individual needs, matching the tools and techniques to their intended purpose. This extends right down to educating customers about the effect that various ammo can have on different makes and styles of handgun.

Resident instructor Sam Beech’s extensive knowledge and rich competition history—paired with an irrepressibly positive personality that puts his students at ease as they become familiar with the different types of products, their operation, and maintenance—is another reason this retailer continues to build traffic and customer loyalty. Another key component is a generous inventory of rental units in popular calibers that allows customers to evaluate which is best for them. Even the area’s bigbox stores often suggest their customers visit Shooters’ to try a variety of choices before making a purchase. These referrals often result in a sale—for Shooters’.

One of the trends affecting business in recent months is Wisconsin’s recent concealed-carry law. First-time customers, husbands and wives, as well as those who just need a refresher like I did, are taking the time to visit this retailer. Kupper estimates upward of 30 percent of their current customers are women, and he expects that number will continue to grow as product developments increasingly target that niche.

Gunsmithing services offer an uncommon, but very welcome, approach as well. “If the gun doesn’t shoot comfortably for you, we will tune it so that it does,” Schunk says. Tailoring springs, triggers, sights, or grips can greatly improve the shootability of any handgun. Much like an old-school mechanic’s ability to tune your car by ear, Schunk’s talent for interpreting what a shooter is experiencing is a truly rare gift. He’ll offer a menu of modifications to enhance a shooter’s comfort compatible with ➤ Shooters’ any budget.

Sport Center My new Springfield XDM in hand, provides detailed I was truly amazed at what Schunk attention to and Kupper have accomplished. It each shooter’s made me wonder why I hadn’t visited individual needs. this treasure more often.

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RETAILER PROFILE

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GOOD STUFF

B Y S L AT O N L . W H I T E

The three AA batteries that power the TLB-1 target will last 6,000 shots, claims LaserLyte.

Selling Tip

This is really a show-and-tell item. Post a target on the wall.

Then, when you’re talking about ammo and practice, pull out the trainer, dry-fire a couple of times to demonstrate, and then hand over the training pistol to your customer. It won’t take him very long to see the value of continuous, low-cost training.

Bull’s-Eye!

LaserLyte’s laser dry-fire training system can improve accuracy in a cost-efective manner

T

wice a year, I participate in a shooting competition that encompasses 11 events, all created to test an individual’s prowess with a shotgun, rifle, and handgun. I can say, after all these years, that I manage to acquit myself commendably in 10 of the 11 events.

The one event that continues to bedevil me is a handgun test—50-Yard Slow Fire, which must be shot one-handed. I know why it causes me trouble—I simply don’t shoot enough to achieve any level of consistency. And I know the only way I’m going to improve is by shooting much more—assuming, of course, I have a grip

on the proper fundamentals.

I took advantage of some coaching provided by a good shooter, and under his tutelage, I saw my scores improve. But like many other shooters concerned about the high cost of ammo, I don’t really put in enough time at the range.

As a retailer, you are no doubt familiar

with this complaint, as ever-escalating prices for ammo have forced many recreational shooters to cut back on their shooting time. That’s why LaserLyte’s TLB-1 Laser Trainer Target should interest your customers. Essentially a black plastic box with a red circular target, the device displays impacts when the shooter dry-fires with a LaserLyte Laser Trainer (which is inserted into the muzzle). With this system, you can work on accuracy at home without actually having to live-fire.

I set up my target in the garage, and though I can’t replicate a 50-yard shot, I can work on stance, trigger and breath control, and grip to my heart’s content—all without expending a dime on expensive ammo.

To display your hits, you point the laser at the Display circle and squeeze the trigger.

Your shots will now light up, and you can see instantly whether you are shooting a good group, sending off the occasional flyer, or flinching. To clear the target, squeeze off a shot at the Reset circle.

Now, when I get to the range, I feel that I’m not starting from scratch every time.

My practice time is more meaningful, and I run through far less ammo.

I’ve also used the target system with my deer rifle to keep sharp during the long lull between hunting seasons. In this case, I set up the target in the backyard (making sure the distance is no more than 50 yards, the range of the laser), and from my garage I can practice all I want, sight unseen. I also practice kneeling shots, seeing how fast I can get off three accurate shots—all of which will help me when I hunt.

This kind of practice can be done by anyone, anywhere. So the next time a customer complains about not having the bankroll for ammo to practice, show him this setup. You’ll both be glad you did. SRP: $199.95. (928-649-3201; laserlyte.com)

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W H AT ’ S S E L L I N G W H E R E

West

Arms, AZBear Scottsdale

Stocking more than 1,000 guns in 2,400 square feet, this metro Phoenix retailer keeps seven employees busy. Glock leads the pack for this home-defense retailer, with Springfield XD Essential packages selling extremely well.

“Our sales in ammo are good,” says director of operations Kurt Stancl. “But we’re selling very few cases because many customers just can’t afford the increases.”

Modern sporting rifles (MSRs) are turning daily. Smith Sporters are at the low end, and LWRCs own the premium category. Meanwhile, sales of middle-of-the-road MSRs are flat. Stancl also said that the store is seeing an unusually high number of middle-aged and older first-time gun buyers choosing home-defense firearms.

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

Mountain View AK Sports, Anchorage

This gun counter inside a general-use sporting-goods store stocks 200 guns and has five dedicated employees. With moose season wrapped up, over/under shotguns are seeing solid turns.

Beretta Silver Pigeons and Browning Citoris (both 12- and 20-gauges) lead the pack. Other attentiongetters include Ruger stainless takedown 10/22s and Ruger .22 pistols for pre-Christmas buys.

MSR sales are steady, with most turns being premium-priced models. “We’ve found a solid niche for the store in high-grade MSRs. We’ve been able to get them in our inventory,” said counterman Chad Smith.

The handgun counter is red-hot for S&W 629s and Springfield XDMs. S&W Shields and Springfield XDSs see plenty of backorders.

Midwest Guns, MO H&H Warrenton

Stocking more than 500 guns, along with a selection of cowboy clothing and tack, this eastern Missouri storefront welcomes its customers with hot coffee.

Handguns are holding the high ground with all things Ruger, and LCRs and LCPs are turning in great numbers. Springfield XDMs and Ruger 1911s are also in high demand.

Youth-model Remington 870s are seeing stronger turns this fall, and shop owner Mark Hale sees it as an emerging trend. “Clearly the election is moving a lot of handguns and MSRs. While the current trend has declined for traditional long guns, our sales of youth and women’s hunting guns are great,” he says.

MSRs are in stock and are selling consistently, including the DPMS Oracle and Windham in .223. The

store has also seen a few orders for .308s.

City, NDGun Bismarck

Packing 1,200 guns into just 1,000 square feet, this store really earns its Gun City name. Ruger LCPs, S&W Bodyguards, and Glocks in .40 are this shop’s best sellers. “The election has certainly contributed to our bottom line, but so has the influx of oil workers coming to South Dakota.

We’re having a great year,” says owner Marlin Fried. With more than a dozen brands of MSRs in stock, price-point .223s are moving, as well as a few .308s. Colts and ArmaLites are leading the inventory.

Pump shotgun numbers are better than last year’s; price-point Remington 870s and Mossberg 500s are on the move. A few Browning BPSs are also seeing

Sporting IDLolo Goods, Lewiston

Located in downtown “old Lewiston,” this small storefront employs three full-time salespeople and has a large inventory of reloading supplies, handguns, long guns, and MSRs. Ruger tops the list at this store, with LC9s and LCPs posting good numbers, but Springfield’s XDs and XDMs are also moving briskly. This retailer has even seen a few coveted XDSs. “We ordered carefully in January, and our planning has paid off in good ammo stocks and better-than-average inventories in handguns,” said buyer Mike Thomas.

Long-gun sales are brisk. Ruger Americans in .243 and Winchester Model 70 Featherweights in .308 and .30/06 outsell all others. MSRs also move fast, as Rock Rivers and Windhams in .223 top the list.

attention. Ammo stocks are better than expected, with just a few holes in odd calibers.

& IAShirts Shooters, Le Mars

Located 40 miles northeast of Sioux City, this gun shop specializes in hunting and home protection firearms; the company previously pressed T-shirts in the adjoining building. Handguns are red-hot here, especially Ruger LC9s and SR9s in .22. Springfield XDMs also are moving well. “Springfield has taken great care of us this year, when other factories told us they just couldn’t help,” says owner Dick Halter. “There’s no telling the numbers we could have sold if we’d just had the product.”

MSRs do well here, primarily DPMS Oracles and Rock Rivers.

Shotgun sales are slow, led by the Benelli for 12-gauge Montefeltro.

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W H AT ’ S S E L L I N G W H E R E

East

Guns, PABee’s Saltsburg

Keeping nearly 300 firearms in inventory, this small shop with a staff of two has competitive pricing, often turning its inventory over in a month.

“We started out slower this year than I expected,” says owner Ken Bee. “But it’s really turned around.

Our handgun numbers are strong, and in the last three months I’d have doubled our sales if I could’ve gotten my hands on the right inventory.”

Ruger LCPs and Smith Bodyguards in .380 top the list. Interest in 1911s is high, but they remain on backorder. S&W .44 Mag. longbarrel revolvers are also moving.

Long guns are in high gear, particularly Savage Axis rifles and Remington SPS 700s in 7mm-08.

MSRs are moving briskly, with Bushmaster and DPMS getting the

South

Guns, KYGilbert’s Frankfort

Located in central Kentucky, this independent has 4,000 square feet of retail space and a warehouse. Handguns are burning up the counter, led by the Springfield XDS Single Stack.

Sales of concealed-carry handguns in .380 are very strong. “In 30 years of business, we have never seen backorders this high,” says owner Jason Gilbert. “We still manage to keep turns at the counter strong, but it takes a lot of creative buying.”

ArmaLite, Bushmaster, Colt, and Smith are all quick-selling MSRs. Budget-priced long rifles, such as the Savage Axis and Marlin XL7 in .270, are doing well. Sales of moderately priced long guns are flat.

Ammo stocks overall are good, but Gilbert expressed concern that higher prices would be coming after the election.

most attention. Because of backorder issues, Bee has added MSRs from Palmetto Arms to fill demand.

Hart’s Trading NY Post, Ballston Spa

This one-man shop stays open six days a week and keeps 300 firearms in inventory. Handgun sales are strong, despite inventory problems. “I’m pushing .22 pistols, and my customers are really responding because they’re cheap and fun to shoot,” says owner Bill Hart. “I’m hearing comments like, ‘I used have one of those. It was fun, sure I’ll buy it.’” In larger-caliber handguns, Ruger LCPs and S&W Bodyguards see the most demand.

Ammo stocks are average, and .45 Long Colts are still difficult to get. Used long guns are hot, with high demand for Remington 700s in .270 and .308. In addition, older

Guns, TXDury’s San Antonio

With 3,500 square feet of retail space, this store has 26 employees to keep track of 1,500 new and used guns. In handguns, Ruger LCPs and SIG 238s are selling impressive numbers. New inventory has been hard to get. “We have $400,000 worth of backorders,” says buyer Laura Veale. “Although some manufacturers have been helpful, about half have not.” Kimber 1911s remain on backorder, for example.

Long guns are starting to move, especially Remington 700s and Savage Americans in 7mm. MSR sales are steady, and January purchases have kept inventory of Smiths and Rock Rivers high. “We have seen a 200 percent increase in sound suppressors this year, and expect more, now that the state will allow them for hunting,” says Veale.

Savage 900s are also in demand.

On the MSR front, .223 Smith M&Ps are holding the top spot. Stag Arms (also in .223) are second.

Stateline Guns NH & Archery, Plaistow

This storefront keeps an average of 400 guns in 3,200 square feet of display space. “Our handgun sales have remained impressive, and they continue to increase as the election approaches,” says owner Jean Rochette.

Glocks and Smith M&Ps in 9mm hold the top spot at this counter.

Smith E series 1911s and Beretta Nanos are also moving well.

MSRs are strong despite average availability. Olympic Plinkers and Smith M&Ps pull the best numbers, while Mossberg 500s with the twobarrel set are hot. Ammo sales are brisk, with adequate inventory.

Paducah KY Shooter’s Supply, Paducah

This facility includes an indoor archery and outdoor rifle and pistol ranges. The store sells archery and soft goods while carrying an extensive shooting and reloading inventory. October is duck time here, and new Remington 870s, Benelli Super Black Eagle IIs, and Beretta A400s are doing well, as are the Browning Maxus and Winchester Super X3 Sporter. MSRs continue to move, with an even mix of Smith M&Ps, Bushmasters, and models from DPMS. “Careful planning has helped us, but backorders are still high,” said Internet sales manager Mike Phillips.

Smith Bodyguards continue to lead revolver sales, but Glock .40s and Ruger LCPs are still strong. Ammo availability remains a challenge for less-popular cartridges.

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introduces a full range of optics and lasers that are ideal for everything from modern sporting rifles to the combat ready weaponry of law enforcement.

Visit SHOT Show booth #13940 to see the all-new lineup of tactical products from CenterPoint.

Contact a CenterPoint stocking distributor today about our outdoor optics and accessories.

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New products (Continued from page 52)

Redding Reloaders interested in the .17 Hornet have been hampered by the lack of a highprecision benchrest powder measure that can handle the very light charge weights for this cartridge. Redding believes it has the answer, offering a .17-caliber drop-tube adapter for its Competition Model 10X powder measure. Its operating range spans 1 to approximately 25 grains of powder, putting the needed loads for the .17 Hornet in the middle (and therefore most accurate) part of its range. Constructed of cast iron and hard chrome, the Model 10X features a micrometer-adjustable metering chamber with a hemispherical cup, an adjustable powder baffle, and a positive metering chamber lock. SRP: Model 10X, $288; .17-caliber drop-tube adapter, $8. (607753-3331; redding-reloading.com)

Redding’s Competition Model 10X powder measure can now handle .17-caliber loads.

Final Approach The Up-N-At-Em Blind Seat from Final Approach helps waterfowl hunters get into

The Final Approach Up-N-At-Em Blind Seat is designed to fit into a variety of waterfowl blinds.

shooting position more quickly. Constructed of rugged, lightweight aluminum and pre-assembled, the spring-loaded seat assists hunters as they sit up to shoot, helping them improve their success rate in the field.

Although the new blind seat was specifically designed to fit Final Approach blinds in the X-2 series, it can also be used in a

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Featuring Lyman's trusted data for the most popular cartridges at a savings, Lyman Load Data booklets are the perfect add-on for any reloading sale. These booklets cover all popular brands of powder, primers and bullets, even all current Lyman moulds as well as popular Lee, RCBS and Saeco moulds. In addition, “Accuracy Loads” and “How-To-Reload” instructions are also in each booklet.

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T-Reign’s retractable gear tethers help keep gear secure and close at hand.

wide variety of other blinds. The padded Up-N-At-Em seat offers hunters added comfort in the field, and folds flat for easy storage and transport. SRP: $129.99.

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Huntworth The Huntworth Stealth Series 1094 Compression Fleece field glove is the ideal choice for hunts when the air is brisk and the weather is unpredictable. The glove, fully lined with soft honeycomb compression fleece, sports a durable, waterrepellent finish, pre-curved fingers, and a trigger finger specially engineered for increased sensitivity. In addition, the grippy silicon print on the palm makes it easier to safely grip a gun, even in inclement weather.

The elastic cuff is long enough to tuck under the sleeve and keep the cold outside—where it belongs. Available in two proprietary camo patterns—OakTree or Evergreen Tree. SRP: $24.99. (huntworthgear.com)

T-Reign There’s really only one way a hunter can keep a GPS unit or a compass secure and close at hand, and that’s to tether it to his body. And that’s exactly what a T-Reign retractable gear tether is designed to do.

The latest addition to the line is the ProCase, designed specifically for handheld electronic gear. The rugged protective cases come in three sizes to hold rangefinders, smartphones, digital cameras, and GPS systems. All have a 36-inch Kevlar cord and a retraction force of 6 ounces. The rigid thermoformed body provides a soft yet sturdy impact-resistant cushion, and the 600-denier nylon casing is weather- and water-resistant. A versatile hook-and-loop back attachment securely fastens to belts or shoulder straps. T-Reign retractable gear tethers are made in the U.S. and are backed by a lifetime service policy.

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New products

photo by Luke NiLssoN

Real Avid

Field dressing a deer in the dark isn’t for the faint of heart. But the patent-pending Revelation knife is designed to make the process a lot easier—and safer—by focusing light around the cutting area of the blade via a pair of water-sealed LED bulbs set into the bolster. The blade is constructed of tough 440 stainless steel that’s been coated with black titanium nitride for increased surface hardness and corrosion resistance. The handle is coated in softtouch rubber for a sure grip, even when a hunter’s hands are deep within the chest cavity. The knife packaging includes three sets of batteries. SRP: $59.99. (800-286-0567; realavid.com) (Continued on page 50)

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