SHOT Business -- October / November 2014

Te Secret Sauce to Success VOLUME 22, NUMBER 6 OCTOBER/NOVEMBER 2014

page 42

FIRING LINE A PRECISION SHOOTER’S DREAM: COLT’S M2012 PG. 22

good stuff A SMALL, VERSATILE TOOL FOR MSR OWNERS PG. 48

WHEN TRADITION MEETS HIGH-TECH, SHOOTING SPORTS RETAILERS CAN PROFIT Page 28 HANDSOMELY

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S H OT B U S I N ES S

❚

OCTOBER/NOVEMBER 2014

❚

VOLUME 22, ISSUE 6

CONTENTS

Departments

24

4

EDITOR’S NOTE Deer

7

NEWS BRIEFS Russell upgrades Birdshooter boot; Plano’s new Gun Sock; displaying gun cases open; Crimson Trace’s new ad campaign

22

FIRING LINE Colt’s M2012 is a precision shooter’s dream

Features

24

UNDERCOVER SHOPPER Looking for

28 36 42

48

GOOD STUFF Real Avid’s AR15 Tool is a small wonder

50 54

WHAT’S SELLING WHERE

28

THE MODERN DEER CAMP Electronic devices—GPS units, trail

cams, and more—are changing the way hunters relate to the outdoors…and how they shop for it. BY BRIAN McCOMBIE

CAPITAL IDEA Do you really need to own the building in which your

business is housed? There are sound financial reasons why you might be better off without it. BY MARK E. BATTERSBY

A CLEAN, WELL-LIGHTED PLACE Otis Technology’s relentless focus

on innovation and efficiency helps the company grow, but great working conditions also play a role. BY SLATON L. WHITE

NSSF Update 16 FROM THE NSSF A new

gun-safety initiative: “Own it? Respect it. Secure it.”

17 COVER PHOTO: TIM IRWIN

Camp isn’t what it used to be—it’s better

18

RETAILER TOOLBOX When

your holiday rush hits, make the most of it with creative promotions

FFL DEALERS OFF FDIC WATCH LIST FDIC relents

from targeting gun dealers with Operation Choke Point

18 19 19 20 21

an Alaska boat gun

NEW PRODUCTS

Gerber’s new Legend knife; Comanche Outfitters’ Kodiak trail cam; Mosquitno repellents; and more

SHOT SHOW RESOURCES

Five go-tos for FAQs GUN SALES NORMALIZE

2013’s spike levels out NEW FINANCIAL REPORT

Surveys FFLs nationwide NSSF DELIVERS VALUE YOU SHOULD KNOW

Get out the GUNVOTE

54

OCTOBER/NOVEMBER 2014 ❚ SHOT BUSINESS ❚ 3

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EDITOR’S NOTE NSSF

A Better Way

Deer camp isn’t what it used to be

W

hen I began deer hunting nearly 40 years ago, I learned to sit stoically on stand in freezing weather. On a slow day, fingers numb and bored out of my mind, I was infinitely grateful when the sun finally dipped below the horizon so I could go back to camp and warm up. And adding to the misery in camps, which were off the grid back then, I typically missed the Big Game (though with the way my teams played, that may have been a blessing).

Today, however, this old-school warrior is learning some new tricks.

I recall a conversation I had with an older member of my gun club a couple of years ago concerning how the younger generation hunts. He complained that his grandson brought a cell phone and iPad to camp. The member was a belt-andsuspender kind of guy who believed hunters were supposed to leave “all that stuff at home.”

My response: “Well, at least he’s in camp. And that’s where you want him to be, right?”

“Yeah, but…”

“No buts about it,” I countered. “If he didn’t come with all this stuff, he wouldn’t come at all.”

What I’ve learned over the past few years is that to younger hunters, cell phones, iPads, and the like are essential gear, just as important to the experience as a rifle, binoculars, and a drop-point knife. Know what? It’s okay. The seas won’t boil away just because we now want to connect with others (or read a mystery on Kindle) during the long wait for a buck to come into view.

That’s the gist behind “The Modern Deer Camp” (page 28), by contributing editor Brian McCombie. After examining this growing trend, he notes that many retailers “are put off by this steady, game-changing trend wave of tech-

nology and the many huntingrelated products it has spawned, but younger sportsmen are embracing every bit of it. You need to embrace it as well, as it can provide a big opportunity for retailers who display a little tech-savvy and some marketing sense.”

These younger hunters, members of the Millennial Generation, are so important to the future health of the shooting-sports industry that the NSSF recently conducted research to find out just who they are and how they interact with the world. One key finding: This generation is used to having the world at its fingertips and being connected to their social circle—no matter where they are.

But McCombie also learned that some older hunters have begun to understand that modern technology can make hunts not only more fun, but safer as well. But, he cautions, you just can’t throw this newfangled stuff on your shelves and expect it to sell itself. It needs to be stocked appropriately, and you need staffers who can explain the features and the advantages of this gear. Some things never change.

Slaton L. White, Editor

SLATON L. WHITE, Editor

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

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

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

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

BUSINESS OPERATIONS

Tara Bisciello, Business Manager

CONSUMER MARKETING

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

MANUFACTURING

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

BONNIER

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

SHOT Business (ISSN 1081-8618) is published 7 times a year in January, February/March, April/May, June/July, August/September, October/ November and December by Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695, and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 22, issue 6. Copyright © 2014 by the National Shooting Sports Foundation. All rights reserved. Editorial, circulation, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470-2359. SHOT Business accepts no responsibility for unsolicited manuscripts and photographs. All correspondence should be accompanied by a stamped, self-addressed envelope. Requests for media kits and advertising information should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611.

Periodicals postage paid at New York, NY, and at additional mailing offices.

Printed in the USA. For Customer Service and Subscription questions, such as Renewals, Address Changes, Email Preferences, Billing and Account Status, go to: shotbusiness .com/cs. You can also email SBZcustserv@cdsfulfllment.com, in the U.S. call toll-free 866-615-4345, outside the U.S. call 515-237-3697, or write to SHOT Business, 2 Park Ave., New York, NY 10016. For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016 REPRINTS: E-mail reprints@bonniercorp.com. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 6364 Harlan, IA 51593.

4 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2014

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Bits & Pieces

NEWS BRIEFS NEWS

❚

PROMOTIONS

Todd Weston Joins Traditions Performance Firearms

Todd Weston has joined the Traditions team as the new national sales manager. Weston will play an instrumental role with the management of the company’s network of national sales representatives as well as engage in relations with distributors and retailers. He will handle all sales aspects across all channels of distribution.

“We are excited to have Todd come on board,” said Traditions president Tom Hall. “With his experience and dedication to the outdoor industry, we feel this will be a great fit for both Traditions and Todd.”

AWARDS

❚

OUTREACH

Russell Moccasin has upgraded the leathers in the McIntosh Birdshooter boot.

SIG Sauer Adds to Zanders Sporting Goods Catalog

SIG Sauer and Zanders Sporting Goods have teamed up to offer SIG Sauer handguns and rifles to the Zanders network of outdoor sporting goods retailers.

“SIG Sauer’s innovative firearms are in demand by shooting sports enthusiasts, which means they are in demand from our retail customers,” said Mark Schoenbeck, Zanders’ sporting goods purchasing manager. “SIG is a great addition to the Zanders catalog.”

For SIG Sauer, it was all about Zanders’ commitment to its retailer partners.

“At Zanders, the customer always comes first, which is exactly what we want in a distribution partner,” said Andrew York, SIG Sauer’s vice president of marketing and commercial sales. “This gives SIG Sauer another avenue to help our customers find the pistols and rifles they are interested in.”

❚

Russell Upgrades Birdshooter Boot

T

he late shooting writer Michael McIntosh was known for his appreciation of well-crafted shotguns. But he also had a hand in boot design. According to Joe Gonyo, spokesman for the Russell Moccasin Company, “McIntosh, a seasoned bird shooter, served up his idea of the perfect pair of bird-hunting boots in the mid 1980s. In his eloquent way, he described them: ‘About this high [7 inches], light of weight, cool in the hot, somewhat water-resistant, easy to get on and off, but sporting a serviceable sole with a fair amount of grip. But not one of those God-awful heavily cleated units. Know what I mean?’”

The conversation led to the original McIntosh Birdshooter design. “We sent the first pair to him for a trial run,” says Gonyo.

“Several months later he reported back, ‘Just ideal. Couldn’t have done it better myself, even if I possessed the knowledge and skill required to pull it off.’”

“He knew exactly what he was talking about,” says Gonyo. “His McIntosh Birdshooter went on to become one of our all-time favorite models.”

Now, after nearly 30 years, the company This product is from sustainably managed forests and controlled sources.

has upgraded the Birdshooter’s leathers, but has otherwise maintained the original design; it’s still a lightweight single-vamp 7-inch boot fitted with a grippy Vibram Airbob sole.

One version is made from water-resistant American Bison that features a showy grain and texture pattern. It’s available in a rich chocolate brown, cognac, and black. All three colors are trimmed in German elk leather. The other version is made out of supple, lightly oiled tan Muleskinner leather, trimmed in chocolate German elk.

According to Gonyo, “Muleskinner is a brand-new leather for 2014, one that has the look of suede but far greater waterresistant qualities.” Both versions are also available in women’s sizes. SRP: $438.

(920-361-2252; russellmoccasin.com) OCTOBER/NOVEMBER 2014 ❚ SHOT BUSINESS ❚ 7

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Plano’s Gun Guard Gun Socks treat your guns gently, protecting them from moisture and abrasion.

Plano Socks It to Gun Protection Plano’s motto, “Protect Your Passion,” evokes images of ironclad totes, cases, and tackle boxes—and justifiably so. Since 1952, Plano has built intelligently engineered storage solutions, the vast majority predicated on toughness and tireless protection of your valuable gear.

Sometimes, though, protection is administered with a velvet hand. It’s not about wall thicknesses and crash tests.

Rather, it’s achieved through delicate handling while keeping an eye on removing moisture from the equation. And this job lands squarely in the wheelhouse of Plano’s new Gun Guard Gun Socks.

A series of soft but serious firearm sleeves, Gun Guard Gun Socks slip on like a silk stocking and fit like Cinderella’s slipper. The soft siliconetreated materials serve a couple of key

purposes. First, the Gun Guard Gun Sock offers TLC-grade protection against dings and scratches for shortterm handling, like around the cabin or at the shooting range. This degree of tender treatment protects everything from the bluing of barrels to intricate engravings on the action. Gun collectors will find Gun Guard Gun Socks particularly effective in their ginger treatment of antique and priceless firearms.

The second level of protection is geared toward long-term storage. The silicone-treated material thwarts the buildup of moisture, both inside the gun and on its surface.

Gun Guard Gun Socks stretch to fit virtually every firearm in the locker.

Specific models are sized to fit pistols, rifles, and shotguns. SRP: $5.99 to $7.99.

(planomolding.com)

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NEWS BRIEFS

NHSRA/WEATHERBY SCHOLARSHIP FUND RIFLE HELPS RAISE $165,000 Mark Padilla of Wyoming took a shot in the National High School Rodeo Association (NHSRA) 2013–14 raffle and won a custom Weatherby Mark V rifle.

The raffle raised more than $165,000, which will provide educational funding to NHSRA members. Since 2001, the NHSRA/Weatherby Scholarship Fund rifle has raised more than $1.3 million via the annual raffle.

“The rifle raffle with Weatherby has exceeded anything we could have imagined in our wildest dreams in the

past 13 years,” said NHSRA marketing director Austin White.

“The tickets practically sell themselves, especially when we have the custom-made Mark V rifle available for ticket buyers to see in person.

The program has grown each year, and NHSRA members have benefitted from the funds we’ve raised with the raffle.”

This year’s raffle drawing was held July 19 at the National High School Finals Rodeo in Rock Springs, Wyoming.

NHSRA members around the country

FUN. SHB1114_BRF.indd 9

Mark Padilla, pictured with his family, won the NHSRA Weatherby Mark V rifle.

sell raffle tickets. The state of Nevada raised the most money this year; Arizona was a

close second.

Valued at $14,000, the Scholarship Fund rifle features the

NHSRA logo and is topped with a Leupold riflescope donated by Leupold & Stevens Inc.

FUNNER. 9/10/14 10:58 AM

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Gun owners have begun looking beyond the exterior of gun cases to see how well the interior fits and protects their guns and accessories.

Pro-active gun dealers have taken notice, and are displaying cases with custom interiors to maximize retail sales and shelf space.

“A gun case sells itself when it’s open,” says Larry Pelcher, owner of Pelcher’s Shooter’s Supply and Indoor Range in Lansing, Illinois. “Customers immediately see how securely the guns are stored—and how accessible they are. That’s important when shooters want both superior protection and quick access at the range.”

“If you’re buying a car, would you neglect the interior?” asks Eric Cilley, manager of The Stockade, a Westminster, California, firearms retailer. “It’s the same idea with a gun case. The interior is vital because it’s what actually cradles and protects your firearms and accessories.”

Both gun dealers and owners are also realizing the limitations of sandwiching the gun between two pieces of foam, which tend eventually to stretch out of shape.

One custom gun case that essentially “sells itself ” when customers see its interior, according to Pelcher, is a five-handgun, 10-magazine storage case from Quick Fire Cases. The company die-cuts its foam inserts, which are designed to snugly fit specific guns using a resilient, military-grade foam that resists moisture absorption and

can help prevent corrosion. “With the case open, customers see at a glance that handguns go muzzle-first into universal pistol slots,” says Pelcher, who leaves mock guns in a couple of the slots for customers to try out in his store.

Some of Pelcher’s best-selling custom gun cases feature a MultiFit design from Quick Fire. The design can carry multiple guns and fits more than 50 pistol types, using accompanying filler inserts to ensure its cutouts properly cradle the guns.

Another advantage of the MultiFit design, according to Pelcher, is how it helps to maximize his retail space. “Because of the MultiFit design’s ability to accommodate customer handgun types, I’ve been able to substantially reduce the number of gun cases I carry in inventory, while offering greater product availability,” he says.

“It’s freed up dollars I had tied up in inventory, and given us more floor space to add different products. This has enhanced our selection and ability to be a one-stop shop.”

The custom gun cases have UPC codes, and can be stocked immediately. Cilley suggests this could improve retail efficiency, particularly if used with a point-of-purchase program. Cases are now available for pistols, revolvers, shotguns, and MSRs, as well as the three-gun match case with a slot for a pistol, shotgun, and a rifle. SRP: From $40 to $350, depending upon model. (800-

819-4245; quickfirecases)

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crowshootingsupply.com Quick Fire Cases’ MultiFit design can carry multiple guns and fits more than 50 pistol types; display the cases open to impress your customers.

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NEWS BRIEFS

Leupold Introduces Mark 6 Throw Lever Supported by a team of dedicated engineers, the Leupold Tactical Optics staff works with American warfighters, law-enforcement personnel, and competitive shooters to design and build products that meet their needs. Currently, more long-range Leupold Tactical Optics are in service with the U.S. military than any other brand. The most recent

addition to the line is the Mark 6 Throw Lever, which clamps over the magnification adjustment ring on the Leupold Mark 6 family of riflescopes, providing a point of traction that allows hunter or shooters to make fast magnification adjustments, even when wearing gloves. Available through Alamo Four Star. SRP: $189.99. (leupold.com;

alamofourstar.com)

Leupold’s Mark 6 Throw Lever provides a point of traction for shooters to make fast adjustments while in gloves.

CRKT, NAA OFFER SPECIAL COMBO

The special edition Tucker Trailmaster combines a pair of best-selling items—CRKT’s Free Range Hunter fixed-blade knife and North American Arms’ .22 Magnum Mini-Revolver— into an intrguing, appealing dual-use combo.

Both items are designed to get the job done and provide the owner with the tools one needs to get by in the outdoors.

The knife features an injection-molded handle (that provides excellent grip) and a 4.25-inch high-carbon stainlesssteel blade. The lightweight five-round revolver comes with a Hogue slip-on rubber grip.

Each Trailmaster has a serial number, which is engraved on the blade of the knife and on the underside of the frame of the gun. The items are packaged together in a secure leather-coated PVC dualcapacity sheath that comes with a patented belt clip system for convenient carry and easy access. SRP: $314.95. (northamericanarms.com; crkt.com)

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NEWS BRIEFS

Daniel Defense Releases New Firearms and KeyMod Rail System The new DDM4v11 series of rifles uses the newly designed SLiM Rail 15.0, the manufacturer’s first rail system featuring the KeyMod attachment system.

“Our customers have been hounding us for a KeyMod rail,” says director of marketing Jordan Hunter. “Not only were we able to deliver, but we managed to reduce the weight. You’ll be amazed at how light the V11 feels in hand.” The V11 is available with the 16-inch Government, 16-inch Lightweight, or 18-inch Strength-to-Weight

The Daniel Defense DDM4v11 uses the new SLiM Rail 15.0, the company’s first rail featuring the KeyMod attachment system.

(S2W) barrel. The SLiM Rail, which is an acronym for Slim Lightweight Modular, will eventually be available for individual sale.

Simultaneously, Daniel Defense is releasing the MK18 Pistol and 300 Blackout Pistol. A

recent ATF ruling making it easier to possess an MSR pistol, and extended approval times for NFA tax stamps, has driven demand for the pistol variant. The MK18 Pistol is very similar to the MK18 Factory SBR (short-barreled

rifle), popular in the law enforcement and special operations communities, with a 10.3-inch barrel that is classified as an SBR under the National Firearms Act. The 300 Blackout Pistol, chambered in 300 AAC Blackout, also comes

with a 10.3-inch barrel.

Both pistols are designed with a 1.15-inch-diameter Pistol Receiver Extension, as opposed to a mil-spec receiver extension and buttstock, and are not NFA regulated items.

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NEWS BRIEFS

Olympia Goes Outdoors After a purchase by Giant International in recent years, the 111-year-old company Olympia began to rethink its focus. “We had one two-way radio branded under the Olympia name, and decided to expand the brand into other outdoor categories,” says marketing manager John Register. The new Giant management team began brainstorming ideas of what other products they could get involved with. “That led to Olympia developing its own outdoor brand,” he says.

Olympia now manufactures high-performance LED flashlights ranging in power from 160 to 850 lumens, four models of headlamps from 80 to 550 lumens, and three models of two-way radios. All the radios are waterproof and have 50 channels, NOAA weather alerts, and other features aimed at outdoorsmen. In addition, Olympia makes rechargeable batteries, two solar chargers, and two models of LED lanterns—27 products all told.

“Our ultimate goal is to be a total portable solutions manufacturer for outdoor

SHB1114_BRF.indd 13

enthusiasts,” says Register. “And we strive for interoperability, meaning our products interact and are interconnected with one another. I don’t believe there is a similar manufacturer that brings everything together under one roof like we do.”

“We are attempting to be a mid-tier player in the outdoor marketplace, and are committed to maintaining high-quality brand standards and delivering exceptional value.” For instance, Olympia’s top flashlight (RG850) retails for $89.99, which includes a built-in charger. Its top headlamp (EX550) is priced at $69.99. Olympia’s most expensive two-way portable radio (R500) is $99.99 and comes equipped with an LED flashlight. The radio also floats, making it ideal for use around the water.

“I would like outdoor retailers to know that they can rest assured Olympia is an honest, reliable manufacturer; we really will do what we say we’re going to do,” says Register. “We back all our products with indepth R&D, intensive testing, and a twoyear warranty. Customers will be getting

Olympia is venturing into the outdoors, as evidenced by this EX550 headlamp, one of four the company offers.

what they believe they are getting upfront.”

All Olympia products will be available online (olympiaproducts.com) by the end of the year. Potential dealers can email or call marketing manager John Register at jregister@giantintl.com or 678-904-6014.

—W.H. Gross

9/10/14 10:58 AM

NEWS BRIEFS

LEUPOLD’S CARHARTT PROMOTION NEARS CLOSE Customers who purchase a Leupold VX-3, VX-3L, or VX-6 riflescope before October 15, 2014, will receive a limited-edition, American-made Carhartt jacket. “Leupold is a uniquely American company,” said Bruce Pettet, CEO and president of Leupold & Stevens Inc. “We want to celebrate the American employees who create our riflescopes in Beaverton, Oregon.”

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PERFORMANCE TUNED.

Condition Crimson Campaign Crimson Trace, the leading brand of laser sighting systems and tactical lighting products for firearms, recently launched Condition Crimson, a consumer-focused, multi-platform advertising campaign that urges consumers to do everything within their power to be prepared. According to marketing director Kent Thomas, “To live in Condition Crimson is being able to protect self, home, and family by being prepared as much as possible for a wide range of personal protection situations.

Whether that preparation is obtaining a CCW permit, completing range practice, or enrolling in a certified NRA firearms class, today’s gun owner is not fully prepared without the undeniable advantage a laser-equipped firearm provides.”

The new Condition Crimson advertisements will target numerous customer groups. In addition to the core consumer and gun enthusiast, today’s “Gun Culture 2.0” marketplace has numerous categories, including an aging population along with new, younger, and female gun owner groups, as well as protective mothers and fathers. All of these represent the face of today’s gun owner, regardless of age or experience level.

“As the industry leader, we’ve taken on the challenge of speaking to every segment of today’s personal protection firearm owners,” said Thomas. “We’re very proud of the new campaign and its arresting imagery with a clear, direct, and bold voice. Today’s new gun owners find that practice, classes, and training get them only so far. They’re never fully and completely prepared until their personal protection firearm is equipped with a laser sighting system. That’s the message of Condition Crimson.”

According to Thomas, the main theme of the Condition Crimson campaign is: “This is Condition Crimson…and in Condition Crimson we stand.”

Forgoing traditional product photography or professional models, the campaign instead features normal armed citizens—each representing one of the many individual segments of the growing concealed carry/personal protection marketplace. (800-442-2406; conditioncrimson.com)

9/10/14 10:58 AM

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FROM THE NSSF

‘Own It? Respect It. Secure It.’

Participate in your industry’s gun safety program

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ore than 600 industry companies are helping to promote this simple, effective message: “If you own a firearm, respect it and secure it when it’s not in use.”

That’s the mantra of “Own It? Respect It. Secure It.,” a new aspect of NSSF’s award-winning Project ChildSafe program, which, in the last 15 years, has distributed more than 36 million gun locks accompanied by safety education literature. The “Own It? Respect It. Secure It.” campaign was launched last June, and many more NSSF member companies are expected to join the effort.

Supporters are using the program’s eyecatching badge on their websites, in ads and catalogs, and on social media to remind gun owners of their responsibility to keep their guns from falling into the

serves as a reminder to legislators, the media, and non–gun owners that the industry is the longstanding leader on firearms safety. “Our industry does more than talk about gun safety. It has long

Our goal is simple: to keep secure, responsible firearm storage atop every gun owner’s mind. wrong hands. Signs, posters, and window stickers bearing the “Own It? Respect It. Secure It.” logo are going up at retail shops and ranges.

Our goal is simple: to keep secure, responsible firearm storage atop every gun owner’s mind. The more we say and make visible the “Own It? Respect It. Secure It.” slogan, the more we can help prevent firearm accidents and misuse.

With a number of anti-gun groups attempting to rebrand themselves as “gun safety” groups—notably the Michael Bloomberg–funded Everytown for Gun Safety, a fusion of his Mayors Against Illegal Guns and Shannon Watts’ Moms Demand Action for Gun Sense in America—the NSSF campaign also

provided the education and the means for gun owners to practice safe and responsible storage and use. That’s what real gun safety looks like,” says NSSF president Steve Sanetti.

To make it easy for businesses to promote the message to customers, NSSF will be mailing NSSF member retailers and shooting ranges counter cards and window stickers showing the “Own It? Respect It. Secure It.” logo. Having the industry adopt the “Own It? Respect It. Secure It.” campaign magnifies our ability to reach gun owners with this important safety reminder.

An NSSF member who has gone the extra yard to promote “Own It? Respect It. Secure It.” is Robin Ball of Sharp

Shooting Indoor Range and Gun Shop in Spokane, Washington. Robin hosted an open house on gun safety in partnership with the Spokane County Sheriff ’s Office, which provided two crime-prevention deputies to discuss gun storage and safety with citizens and distribute free Project ChildSafe gun locks. For this effort, NSSF recognized Ball as a Project ChildSafe “local champion” for promoting firearms safety in her community.

Industry companies are urged to get involved with promoting “Own It? Respect It. Secure It.” at whatever level they’re comfortable with. Tools and tips are available at nssf.org/ORS. Also, look for the program to be prominently displayed at the SHOT Show in January.

“We urge every company in our industry to become part of the ‘Own It? Respect It. Secure It.’ campaign,” says Sanetti. “Firearms accidents have dropped to historic low levels, now accounting for less than 1 percent of all accidental fatalities. This is great news, but we can do even better by reminding gun owners that properly storing firearms when not in use is the number-one way to help prevent accidents and misuse.”

Bill Brassard

NSSF Senior Director, Communications

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

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

Maximize the Season When the holiday rush hits, don’t slack of on promotions

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s a firearms retailer, you’ve been through the summer slowdown, and now, as the first hunting seasons have opened, things have started to pick up. Perhaps the busiest part of the year is before you—the holiday season. But rather than just ride it for the boon time it is, think about ways to truly maximize this final quarter.

Beyond the Safety Class During the slower days in your week or outside regular store hours, work with your staff to develop training classes that your store can host; this can turn into an especially productive longer-term cash flow proposition, as new shooters will need somewhere to turn for safety and technique instructions.

This is a good time to get creative. Consider the sales you’ll be making through New Year’s Day. You’re likely to have more new shooters and first-time gun owners. Of course, basic safety classes are a must, but how about a class that explains the differences between semiauto pistols and revolvers, or over/unders, pumps, and semi-automatic shotguns? How about a class on caliber choice for rifles? From there it’s easy enough to add a quick class on gun cleaning and maintenance, handloading, personal protection, or even an introduction to certain shooting sports.

Not sure what would fly best with your clien-

tele? Ask them! Ask them each and every time you sell something—”Do you know how to use this? Would you be interested in a class on this? What kinds of classes would you like?” This kind of chitchat over the cash register is a natural part of making transactions, but you can also use it to uncover new avenues of business for your store.

Bigger stores with higher traffic can even put together a printed survey, a kind of à la carte menu of what customers would like to see.

Community Outreach How about some involvement with the community? Find a charity event that holds a special meaning for you and buy a table or make a prominent donation (and make sure it gets the proper amount of publicity and attention from those running the event). Of course, if you really want to show your customers you’re involved in the things that matter to them, you could host an event yourself. Charity events

generate goodwill in the community, get your store name in the press, and help out with a good cause.

Another great promotional avenue is to partner with another business, halving your investment in the outreach and doubling your exposure. For instance, you could partner with a nearby range to offer discounted range time to customers who make a purchase at your store, or maybe arrange with a local gunsmith to install at a discount any accessories or replacement parts bought at your store. Stores located in active big-game hunting communities could partner with a local game meat processor; you can even partner with nonindustry businesses in communities that are particularly gun-friendly.

The goal is to reach new customers and give your existing customers an additional reason to purchase from you.

Sales Reps Your sales reps can be an additional resource to assist in the promotional process. These

guys and gals have been around the industry for years and have seen which promotions work, and which to avoid. Additionally, your reps have sales goals they need to meet—and if they’ve fallen short during the first three quarters, the fourth quarter is their last chance to make up ground, so there can be an extra incentive for them to help out in any way they can. Whether this is working to get special pricing from your vendors, sniffing out a special buy, finding some closeout inventory you can use as a loss leader, or even having a special onsite Meet the Rep day for their brand, your manufacturer and wholesaler reps can be invaluable allies in driving your sales. This may be the very best time to set aside 15 minutes a day to pick up the phone and reach out to them.

These are just a few of the many retailer promotional tools that you can employ to make this upcoming holiday sales season one for the record books.

The keys to maximizing

your success will be to come up unique ways to reach out to your customers and give them a reason to come back into contact with you and your staff.

Notice that none of the promotions we’re talking about here involve discounting the price of products. There’s no need to throw away those slim margin dollars, especially at this time of year. Take some time, involve your staff, and resist the urge to let the season sell itself.

Don’t make the common mistake of cutting back on advertising and promotions because store traffic has picked up. Do the opposite.

Train, expand, and sell not just your merchandise, but your very business, so that these customers—who have many, many businesses vying for their attention—come back to you when the holiday spirit has turned cheek.

For more great tips on promotions and merchandising, see NSSF’s “Merchandising Guide for the Firearms Retailer” and “Advertising and Marketing Guide for the Firearms Retailer,” available free for NSSF members at nssf.org.

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FFL Dealers Off FDIC Watch List

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n a move prompted by NSSF’s work, with assistance from the NRA, in getting the issue addressed by key members of Congress, the Federal Deposit Insurance Corp. (FDIC) has announced that firearms retailers are no longer on a watch list of businesses deemed at higher risk for fraud. The FDIC’s list was compiled as part of the Department of Justice’s “Operation Choke Point” and has now been withdrawn.

An FDIC spokesman publicly blamed “misunderstandings” and “misinterpretations” and said the agency never meant to prevent banks from conducting transactions or providing services to the types of businesses on its list. More important, the agency issued revised guidance that focused on third-party payment processors but also declared more broadly, “It is the FDIC’s policy that insured institutions [banks] that properly manage customer relationships are neither prohibited nor discouraged from pro-

Banks will no longer be prevented from conducting transactions with firearms dealers due to “Operation Choke Point.”

viding services to any customer operating in compliance with applicable law.”

NSSF worked with Congressman Blaine Luetkemeyer (R-MO), a member of the House Financial Services Committee, on an

amendment that was passed by the U.S. House of Representatives as part of the Commerce, Justice, Science, and Related Agencies appropriations act to prevent the government from spending money to carry out Operation Choke Point. NSSF has also been working with the Oversight and Government Reform Committee, and we expect to see more information released in the coming weeks. Due to the majority of regulatory activity based outside the Washington metro area, Congress will need to monitor the situation to ensure the revised guidance is properly followed. NSSF will work with the House Financial Services Committee and House Oversight Committee to observe the situation and report on developments.

Five Important SHOT Show Resources As the size of the SHOT Show increases, more questions are being asked by attendees. To ensure that you and your company can take advantage of all there is to see and do at the SHOT Show, utilizing the many SHOT Show resources is crucial. Here are five we think are invaluable to our members: THE WEBSITE: The SHOT Show website (shotshow.org) is a “one-stop shop” for information because it gives you access to all of the SHOT Show resources.

Exhibitors, media, and other attendees can browse frequently asked questions throughout the show.

With everything from booth information to sponsorship opportunities, the SHOT Show website is the place to turn for answers to any event questions.

SOCIAL MEDIA: Whether you are in the heat of the action or preparing for the show well in advance, social media is a valuable resource.

Social media provides a live channel for everyone attending the

show to exchange information.

Follow all the action on Twitter, Facebook, and YouTube. For specific SHOT Show questions, use Twitter and tag either @ dcauley or @ChrisDolnack.

SHOT SHOW BLOG: The SHOT Show blog brings you the latest news and advice from the people running the show. It’s a great resource for anyone interested in learning more about the show’s inner workings.

THE SHOT SHOW APP: The SHOT

Show Mobile app allows you to view SHOT Show schedules, discounts/rebates, and floor plans.

The app also features advanced settings that allow you to create notes, plan your agenda, request appointments and callbacks, create smartroutes, and more.

SHOT SHOW HOTLINE: This 24/7 service is available for information regarding travel, lodging, logistics, booth information, events, and other SHOT Show inquiries. U.S. (toll free): 855-355-7468; international: 203-270-2370 There are a host of resources available to help attendees and exhibitors make the most of their SHOT Show experience.

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Gun Industry Sales Reflect a ‘New Normal’

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ast year was a year unlike any other in the firearm industry’s history. That’s a fact to be mindful of when comparing estimated sales through the first seven months of 2014 with those of the previous year, notes NSSF president and CEO Steve Sanetti.

Remove the extraordinary 2013 from the rear-view mirror and firearms sales in America still show an almost uninterrupted rise over the past 10 years, according to national background check figures adjusted by NSSF to reflect market activity. For the first seven months of 2014, total gun sales rank as the highest in the last decade, with the one big exception of 2013 (see chart below).

NSSF adjusts background check data from the FBI’s National Instant Background Check System to remove non-sales activity such as checks conducted for concealed-carry permits. This results in NSSF-adjusted NICS data being a better indicator of market conditions than overall NICS data, although NSSF-adjusted NICS figures do not correlate one-to-one with sales.

From January through July 2014, NSSF-adjusted NICS figures total 6.95 million background checks against 6.85 million for 2012 and 5.64 million in 2011. In 2013, the seven-month figure was 8.81 million, and the annual total was a record 14.8 million.

Multiple factors account for last year’s sales surge, including a fear of additional ownership restrictions, which came to pass in states such as New York, Connecticut, and Maryland, as well as increasing interest in owning fire-

arms by women and former servicemen and women.

“Those who are hostile to firearms ownership are trying to suggest sales are off in 2014 because people are no longer interested in owning guns, which is contradicted when you consider sales have risen for 10 years, that last year was the highest year ever, and that studies show increases in first-time gun owners and women buying guns,” said Sanetti.

“The sky certainly is not falling,” Sanetti added. “To me, firearm sales data through the first seven months is saying our industry is experiencing a ‘new normal.’ Like a rocket ship, we’ve returned to Earth, but we haven’t gone back in time. With 2014 on track to be one of the highest sales years in a decade, I call that a sign of a healthy industry serving a passionate, growing customer base.”

Sanetti said he’s not surprised at the current sales

market. He pointed out that during conversations last January with representatives of firearms companies at the SHOT Show, hardly anyone was expecting sales to match those of 2013. “They were planning for a normalization,” Sanetti said. The industry’s most active sales period—October through December—lies ahead.

Said Sanetti, “Over the last decade, citizens around the country have exercised their constitutional right to purchase a great variety of firearms for target shooting, hunting, and personal and home protection. I’m optimistic we’ll see a strong finish to this year. And contrary to the naysayers, both the violent crime rate and fatal accidents with firearms have decreased by about 19 percent and 22 percent during the past decade, which saw these great increases in the number of firearms being purchased. That’s the most gratifying news of all.”

NEW INDUSTRY FINANCIAL REPORT The newly compiled “Shooting Sports Industry Benchmarking Report” is now available to NSSF members. Designed to provide guidelines in identifying business performance improvement opportunities, this comprehensive report is based on a confidential, in-depth survey prepared

by Columbus, Ohio–based Industry Insights Inc., working in collaboration with NSSF. Industry members will find the information in this report invaluable as they seek new ways to improve store sales and profit margins. Items analyzed in this survey include statistics from responding firearms retail entities, such as store sales volumes, business square footage, community demographics, and seasonality of individual business practices.

Retailers responding to the survey received confidential, individualized Company Performance Reports comparing their stats against those of similarly positioned retailers. For those retailers who did not participate in the survey, the 108-page report will serve as a “yardstick” by which their business practices can be compared and assessed against those similarly positioned in the marketplace.

The “Shooting Sports Industry Benchmarking Report” is available to members for $250 at nssf.org.

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

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NSSF Delivers Value Retailer Compliance Program Focuses on the Details

Member: Doug Lower, owner Business: Doug’s Gun Shop Yukon, Oklahoma dougsgunshop.com

Owner of Doug’s Gun Shop, Doug Lower, second from left, with three of his expert staff. “We pride ourselves on our outstanding customer service and customer relationships,” says Lower.

ONE MEMBER’S EXPERIENCE

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ewly minted FFL dealers have a maze of information to negotiate as they get their businesses off the ground and running smoothly. One of the invaluable tools available to NSSF retailer members is the NSSF’s Retailer Compliance Program. In this program, one of a team of former ATF compliance officials and industry compliance experts who have partnered with NSSF makes an onsite store visit. During that consultation, the compliance expert reviews the business’ inventory controls and record keeping, then helps owners and store leaders create procedures for staff training and other business practices so that a future compliance inspection can be passed with flying colors.

Description of Business: “Doug’s Gun Shop started as a complete firearms, optics,

and accessory business, opening its doors in 2013, with a focus first and foremost on customer satisfaction and service. Providing knowledgeable comparisons between products, information on product use, and exceptional pricing led to a growing customer base. Our store and staff participate in trade shows throughout the state, and we utilize social media to connect with current customers and reach out to new prospects. We pride ourselves on our outstanding customer service and customer relationships, making sure to go the extra mile.”

Experience with NSSF’s Compliance Consultants: “Our compliance consultation

Interested in NSSF Membership?

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

was performed by Harry McCabe. During the day he spent with us, he provided insight into proper documentation and training methods for our staff, something invaluable to a relatively new business. He helped us to identify areas of improvement to strengthen our business and ensure compliance, while also addressing expansion ideas and challenges before they can become an issue. We found our visit with Harry to be truly invaluable.”

Value of NSSF Membership: “There is no better resource for our industry than

NSSF. We have been especially impressed with the proactive approach NSSF has taken in helping FFLs pass inspections with ATF, and in presenting the new NSSF Lead and OSHA Compliance Workshop. We have participated in both, and it has been money well spent. NSSF keeps us ahead of problems, and we know we can count on getting the correct information for our business and industry.”

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

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

Get Out the GUNVOTE

Everything you need to know for November

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n November 4, 2014, members of the firearms industry, gun owners, hunters, sport shooters, and other firearms enthusiasts will be among those going to the polls to elect 435 members of the U.S. House of Representatives, 36 U.S. Senators, 36 state governors, and thousands of other candidates running in state and local races across the country.

Having just gone through a tumultuous two years of onerous new laws being passed and regulations taking effect, it is imperative that everyone who supports the Second Amendment—especially those in the firearms industry—be educated on the candidates and politically engaged. We must not forget that those who will be elected this fall will be responsible for authoring, voting on, and enforcing legislation that will affect us for years, if not decades, to come.

In a time when we are all bombarded by media coverage and real-time news updates, the National Shooting Sports Foundation, your industry’s trade association, has a userfriendly resource to cut through the noise and keep you updated on all the latest political developments: GUNVOTE (nssf.org/gunvote). Here, you can register to vote, find your polling station, get information on absentee voting, and stay informed on candidates with stories from around the country that are updated on a daily basis. You can also show your support for the industry and for pro– Second Amendment candidates by downloading the GUNVOTE button to place on your business’ website.

In this age of the 24-hour news cycle and new media coverage of politics, we have a perpetual campaign season. And while we are focused primarily on the 2014 midterm elections, the 2016 presidential campaigns are already a hotly debated topic. Election results this November will

play a major role in shaping the race for the White House and in defining potential presidential candidates. The Republican field is as wide open as it has ever been, and considering that four of the past six presidents served as a governor immediately before taking the Oval Office, the next president could be running in a gubernatorial race right now.

Republicans are likely to retain control of the House of Representatives, but with every seat in that 435-member body up for grabs in November, anything can happen.

Much talk in Washington has been focused on the chance Republicans have to win a majority in the Senate by netting only six new seats.

Due to the retirement of many longtime Democratic senators, and with a handful of “red state” Democratic senators facing a difficult political climate, forecasters believe Republicans have a good chance of winning the additional seats needed to take control of the upper chamber.

Political forecasters say that as many as 20 seats could be in play—which means your involvement will have an impact on the composition of the Senate. We have the chance to elect a pro-industry, pro-gun, and pro-sportsman majority in the Senate, where 2013 gun-control efforts failed by a mere handful of votes. The elections also present us with the opportunity to let President Obama know what we think of his failed policies and begin repairing the damage created by his administration.

The President recently took time out of his busy vacation schedule (between rounds of golf ) to attend a fundraiser for Senate Democrats. There, he slammed Republicans and expressed the importance of majority control of the Senate to advance his agenda. According to the President’s speech, a part of the Republican Party “thinks solely in terms of their own ideological purposes and solely in terms of how do they hang on to power.

And that’s a problem. And that’s why I need a Democratic Senate. Not to mention the fact that we’re going to have Supreme Court appointments and there are going to be a whole host of issues that people care about that are going to be determined” by who controls the Senate.

Industry members don’t need to be reminded that both the Heller and McDonald cases were decided by a razorthin 5–4 majority. One vacancy could shift the balance of power on the highest court in the land.

Learn more about what’s at stake and how you can help protect our industry by adding GUNVOTE to your daily reading.

With links to articles, polling data, editorials, and electoral predictions, you can stay up to date on the national political picture, all at no cost to you.

Don’t make the mistake of underestimating the importance of this election on your constitutional rights and your bottom line. Visit nssf.org/gunvote, get involved, and make sure the candidates you support in November will support you, your business, and your employees for years to come.

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FIRING LINE

Colt’s M2012 is built from high-quality components, and delivers consistent high accuracy out to 200 yards.

B Y J O H N B L A U V E LT

Combination of the Two

Colt joins Cooper for a sub-MOA bolt-action

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he Colt name has been on many well-built firearms, and the Colt M2012 continues this legacy. The manufacturer, best known recently for products destined for military and law-enforcement use, contracted with Cooper Arms, a well-respected Montana rifle manufacturer. Together, the pair has created an accurate and dependable bolt-action deserving of the Colt logo. The M2012 can compete in any tactical sniper match as well as place an accurate shot on game.

Three models are available, two in .308 and one in .260 Rem. The action is Cooper’s, and a well-made action it is. The three-lug short-bolt lift design is quick to cycle and won’t pinch your fingers between the bolt handle and the scope bell. The bolt itself is spiral-fluted to prevent binding from dirt or grit, and it adds to the smoothness of operation. A Sako-type extractor takes a big bite of the case rim.

The composite stock for the test rifle has been sourced from Manners Composite Stocks, a Missouri-based manufacturer founded by serious benchrest shooters. The line also offers two other stock options: a forged aluminum chassis and a gray laminated hardwood stock.

The 22-inch match-grade stainless-steel barrel is fluted (more for looks than for cooling performance) and gives the rifle a racy appearance. The attached muzzle brake (custom-made by Cooper) is efficient without being overly long or—just as important—oversize and ugly. The brake can be easily screwed off and a suppressor installed. Since suppressors are becoming more popular in hunting, this was a good decision by Colt and Cooper.

A borescope showed a quality barrel, as well as a well-centered chamber, throat, and crown. A Picatinny-type scope base is supplied and mounted. The bottom metal, from Pacific Tool & Gauge, is a strong and solid five-round detachable box magazine.

The magazine latch, also metal, is oversize and easy to release, and the single-stage adjustable Timney trigger is set at a crisp 3 pounds. With a weight of 10½ pounds without a scope, the M2012 is neither too heavy nor so light as to be unstable.

So, the components are good and the foundation is solid, but does it shoot? Yes, indeed, it does. I shot it at 100 yards to get acquainted, but this gun was made to reach out, so I did most of the testing at 200 yards and beyond. With quality ammunition, it will stay at ½ MOA all day. Federal 168-grain Match, the standard for sniper accuracy, and ProGrade Hog Grade ammo with a 150-grain Barnes TSX delivered the best accuracy. Such quality does not come cheap, but even at this price—$3,195—it’s a good buy. Like so much in life, you get what you pay for, and with this Colt, you get even more. (colt.com)

SELLING TIPS

The Colt M2012 rifle isn’t an impulse sale. The clientele for this specialized rifle will be knowledgeable shooters looking to upgrade to a better class of firearm to match their increasing abilities. They will have done some research and have ideas of

what works in competition.

Point out the quality of the components—especially that it’s built by reputable companies with the best materials. Stress that having a custom rifle built will not only mean waiting months for delivery, but in many cases will cost more.

The other market for this is police departments looking to upgrade gear for their emergency-response teams. The M2012 is a higher quality than other companies’ matte black and plastic guns. It’s made of superior components and built for consistent accuracy, and is backed up by the Colt reputation.

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Ruger American Rimfire ® with Threaded Barrel 17 HMR, 22 LR, 22 WMR

LC380 ® with LaserMax Centerfire ™ Laser 9E ™

380 AUTO

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LC380 ® with Crimson Trace ® Laserguard ® Laser 380 AUTO

LC9s ™ 9MM LUGER

Ruger 22/45 Lite ® 22 LR

GP100 ® Match Champion ™

LCRx ™ with External Hammer 38 SPL +P

357 MAG

Sturm, Ruger & Co., Inc. is one of the nation’s leading manufacturers of rugged, reliable frearms for the commercial sporting market. The only full-line manufacturer of American-made frearms, Ruger offers consumers over 400 variations of more than 30 product lines. For more than 60 years, Ruger has been a model of corporate and community responsibility. Our motto, “Arms Makers for Responsible Citizens®,” echoes the importance of these principles as we work hard to deliver quality and innovative frearms.

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UNDERCOVER SHOPPER

Friendly in Fairbanks

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An Alaskan looking for a boat gun for protection from bears appreciates a warm welcome ast spring, as melting ice was finally exposing blacktop in parking lots, I used my smartphone to Google “gun shops Fairbanks, Alaska.” Siri sent me to four retailers from Fairbanks and suburban North Pole. My story was that I needed a pump shotgun to carry in a jet boat for bear protection. When the summer was over, the pump would stand duty as a home-defense gun. I hit the route button and found the following stores.

STORE A

START WITH WHAT YOU KNOW

Since you’re already comfortable with the gun, that means using it in a dangerous situation will make you more effective.”

He pulled an 870 Express Tactical, showed me the removable extended ported choke and said, “This will hold seven rounds of 3-inch shells.” We both agreed that the familiarity and comfort of the gun would make it the best choice.

STORE B

PUMP YOU UP

➤ Located on the edge of

“old” downtown Fairbanks, this converted 1950s clapboard house sported a 20-foot sign that read, “Open 7 Days a Week.” The small shop offered a mix of

MSRs and traditional big-game bolt-actions, as well as dozens of revolvers and pistols.

My entrance into the small shop received an instant, warm greeting. The counterman escorted me to the onetime dining room and showed me the shotgun rack. The wall held a mix of Chinese brands, a couple of Mossberg 500s, a USA CZ, and a couple of 870s.

Like Store A, he went right to the 870. Although it was a plain black Express with an 18-inch barrel, he said, “This will do all of what you want and more. If you get a bunch of gravel stuffed inside it, just rinse it out in the river, dry it out, and give it a shot of oil.”

PIXEL PUSHERS

➤ This big-box retailer rests on the other side of the Chena River, located between a Lowes and a Barnes & Noble. The 50-foot-plus gun counter resides in the back of the store, behind camping and men’s clothing.

Staffed with only two salesmen, the counter had an older gentlemen engaged with a handgun sale and a younger salesperson who was seemingly not busy.

I parked myself 10 feet to the left of the non-busy guy and stared at the shotgun selection.

After three minutes of me leaning over the counter straining to read model numbers and

price tags, I saw a couple approach the non-busy guy.

They talked for about 30 seconds; judging from the conversation, he was somehow in the process of helping them. They then headed down an adjacent aisle. He waited for them to come back with no acknowledgment of my presence, not even a simple “give me a minute.” After eight minutes passed (I kept track), the older gentlemen wrapped up his sale and came by to ask if he could be of any help. I explained my interest, and he said, “Great, do you already own a pump”?

I said, “Yes,” and told him it was an old 870.

“Well, let’s start with 870s.

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SHOT-LOK™ TECHNOLOGY Fills all the space between pellets to protect shot during in-bore acceleration

• Devastating terminal on-target performance • Greater penetration over standard lead loads beyond 50 yards • Shot launches from barrel near perfectly round for extremely tight long-range patterns

Winchester.com/SafetyFirst

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UNDERCOVER SHOPPER STORE C

DOG DAY

➤ The next stop was a shop over a commercial garage with a long outside staircase to the front door. My knock was greeted by powerful barks from a Lab. A woman opened the door, introduced me to the dog, and invited me inside.

There were two small girls in the corner dying purple and pink stripes on the head of another dog, a collie. The shop had a number of MSRs and plenty of clamshell

accessories on display.

After hearing what I was looking for, the woman said they only stock custom MSRs made from their lowers with the state of Alaska engraved on it. She was happy to let me sit down at their computer, sent me to Davidson’s consumer site, and let me pick anything they had in stock with 33 percent down. Most of their traffic was military personnel from nearby Fort Richardson and Eielson Air Force Base, she said. “We sell a

lot of handguns and shotguns this way.”

STORE D

HALF-AND-HALF

➤ This shopping mall store rests on Santa Claus Lane, just 1,000 yards from Santa’s North Pole Workshop (really). I followed a hallway to a boat display and paint cans. Half the store was dedicated to sporting goods; the other side was hardware.

The gun counter was close to the entrance. It was about 40 feet long and inventoried nearly

300 used and new firearms. I wasn’t standing there a minute when a young man asked what he could help me with. After hearing my plight, he said, “I’m no expert when it comes to shotguns, but I’ll be glad to show you what we have.”

We slid down the counter and he showed me a used Mossberg short-barreled pump, a new 870 Express with a wood stock, and a CZ 612-HC-P. He said he could order something, but I’d have to come back when the manager was there.

How’d They Do? Customer Service

Product Knowledge

Product Availability

The score would have been a clean sweep if the nonbusy guy had acknowledged my presence.

The guy answered every technical question I posed and then some. When I asked about a Mossberg, he said, “Great gun, but it has an aluminum receiver.”

With more than 27 pumps in stock, this store offered the best selection of new guns in town.

Given the warm STORE greeting as soon as my foot crossed the threshold, this guy gets an A+ for effort. This would be a great store to send a firsttime gun buyer to.

1/2 The clerk was able to ascertain my needs and offered some helpful tips, like using car wax on the finish to extend its storage in the boat during the summer months.

About a dozen new shortbarreled pumps in three price ranges with four additional used guns. Impressive for a 600-square-foot independent.

This woman really wanted to sell me something, and politely did everything she could without overly pressuring the moment.

Limited, but she openly acknowledged that the store and her expertise were focused on MSRs.

Alaskans are pretty accepting of the order-and-wait experience. However, if time or travel are issues, her competitors have her beat.

A general hardware and gun store of the sort we rarely find anymore. The counter salesman was friendly and wanted to make the sale.

Limited, but upfront about his skill set. He also engaged one of his regular customers to make some suggestions.

Just okay, with five new and three used pumps. Although it should be noted that they had a killer selection of used big-bore revolvers.

STORE

A

B

STORE

C

STORE

D

SCORING SYSTEM: Outstanding:

Very Good:

Average:

Winner: STORE

B

The non-busy guy in store A allowed this small independent retailer to compete toeto-toe with the big-box boys.

This shop understands that communication, knowledge, and warmth close the sale and get the customer to return.

Alaskan Gun & Ammo 308 6th St. Fairbanks, Alaska 907-452-3007

Fair:

Poor:

26 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2014

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M&P® BODYGUARD® 38 M&P® BODYGUARD® 380

FEATURING A BUILT-IN

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LASER.

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shot business

october | november 2014

The

By Brian MCCombie

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Modern technology is altering how hunters relate to the outdoors. GPS units, trail cameras, portable chargers, and Bluetooth devices are changing the game.

PHOTO BY TIM IRWIN

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DEER DESIGNED BY PHILIP GLENN FROM THE NOUN PROJECT

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october | november 2014 shot business

Those traditions certainly live on in thousands of deer-hunting camps across the country. But technology has carved out a large and growing presence in those same camps, too. Trail camera pics bounce in via cell phones, and portable solar generators charge iPads. Hunters tuck gadgets into their coat pockets that not only operate as digital compasses, but measure temperature and monitor barometric fluctuations as well.

Some older hunters (and retailers) are put off by this steady, gamechanging wave of technology and the many hunting-related products it has spawned, but younger sportsmen are embracing every bit of it. You need to embrace it as well, as it can provide a big opportunity for retailers who display a little tech savvy and some marketing sense. By embracing this technology, you are also embracing those younger hunters, members of the Millennial Generation, who don’t go anywhere without carrying along the ability (in whatever form it may take) to remain completely connected to their tribe.

SolarBooks, fold-out portable solar units that can power larger electronic devices up to tablet sizes. Many hunters lay out the SolarWraps or SolarBooks over their tents or on benches in the morning. The unit’s ready to go by the time they return to camp, and they recharge their cell phone or other devices while they sleep. Battery Bars and Power Chargers (both of which are nonsolar devices that must be charged up via 110-volt plug-ins) round out the PowerSync offerings.

Hear Me Now?

Helpful Gadgets

➝ Let’s start with the tech basic: the cell phone. “At our camp, everyone has an iPhone,” says the founder of one Arkansas deer camp that’s been around for more than a decade now. “We all have the Arkansas Game & Fish Commission iPhone app on our phones, too, and we can register our deer online with it. We have our deer checked in before we even get it out of the woods!”

Cell phones have replaced two-way radios at many camps. The GPS capability built into these phones can help a hunter avoid getting lost or make it easier to be found. Meantime, you’d be hard-pressed to find too many hunting camps where a laptop computer or an E-tablet doesn’t make an appearance. And where Wi-Fi is available, more than a few hunters will tote these to their deer stand to while away the long hours.

No wonder battery chargers and portable solar generating units have become Tech Item Number One for a considerable number of hunters— and manufacturers have responded. Bushnell Outdoor Products (bushnell. com), for example, rolled out its PowerSync line of battery chargers a couple of years ago with hunters and other outdoor enthusiasts very much in mind. The top-selling item in this line is the SolarWrap Mini, a handy 3.1 ounces of portable power that, when fully juiced up, can recharge an iPhone once, an MP3 player twice, or a camera/GPS unit two and a half times.

The Mini’s solar-charging panel rolls up into a package about the size of a 20-ounce soft-drink bottle. It can be recharged via a 110-volt plug-in or with the sun’s help by unrolling its solar collectors in bright to hazy sunshine.

“For your customers, stress the versatility of the Mini and the other PowerSync products. They are very portable and can work just about anywhere,” suggests Darin Stephens, outdoor technology product manager for Bushnell. Stephens himself takes his cell phone and Mini to elk camp every fall, and keeps his phone operating in even the most remote areas.

The SolarWrap Mini’s suggested retail price of $59.99 is also a huge selling point. “For under $60, a hunter can get into the solar market,” Stephens notes. “And once he sees how well it works, he’ll start thinking about moving up in the power ratings.”

In addition to three other Wraps, Bushnell Outdoors offers

➝

The Thermotrek, from Celestron, is a battery-operated, rechargable hand warmer—just what’s needed for a long, cold morning on a late-season deer stand.

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Computers allow today’s deer hunters to do some web-based scouting from home or deer camp.

“Google Earth and Terrain are huge with us,” says the member of one deer hunting camp in New York State’s Chenango County. “As the gun season goes on, we do a lot of deer drives, often on large tracts of public land we haven’t hunted before. So we use the maps and terrain feature to plan our drives. I like to locate valleys and other natural funnels, great places to set up guys as standers while the rest of us do the driving.”

On these drives, he adds, hunters carry handheld GPS units to lessen the chances of anyone getting lost.

More accurate today than ever, these GPS units also allow hunters to mark where they parked their vehicle, where their stand is, and where they shot (or spotted) that huge buck.

GPS units are just the start, though, of the smaller techie gadgets a hunter might be toting afield.

Optics maker Celestron (celestron. com), for example, recently jumped into the electric portable tech market with its new Elements line of products, including the FireCel. With a suggested retail price of $39.95, the FireCel not only can charge a cell phone, but it also features a red LED flashlight to preserve a hunter’s night vision, and an electronic

SOLAR POWER DESIGNED BY DAN HETTEIX FROM THE NOUN PROJECT

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the modern deer camp

Bushnell’s portable SolarWrap Mini is designed so the solar panel rolls up into a compact package that fits neatly into a day pack.

hand warmer to keep fingers limber during chilly days on the deer stand.

“What hunter doesn’t need a flashlight?” says Elements product manager Mark Namatevs. “And a unit with a light that will keep your hands warm and charge up your cell? All the better!”

FireCel is one of those products that pretty much sells itself, Namatevs believes. In numerous outlets where the item has been offered, end caps or simple displays of the FireCel sell out in a matter of weeks. The lower price point is certainly part of the attraction. In addition, Namatevs thinks the product and all that it can do presents hunters with “a compelling story—they instantly recognize how useful it could be in the field.”

Other handheld Elements products for the tech-minded hunter include the WindGuide, which

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measures wind speed, temperature, and wind chill; the ThermoTrek, a battery-operated, rechargeable hand warmer; and the TrekGuide, a four-in-one device with a digital compass, a barometer, an altimeter, and a thermometer.

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31

Candid Cameras

➝ One of the largest tech categories for the hunter is the game or trail cam-

era market. In just the last three decades, game cameras have gone from cumbersome boxes that employed 35mm cameras and film (anyone remember film?) to digital units with motion sensors and infrared capabilities. Today’s current generation of game cams use Wi-Fi to send photos to a hunter’s laptop or cell phone within minutes of that trophy buck walking by the unit.

“I actually live in New Jersey,” notes the co-founder of a Kansas deer camp. “Our game cams let me keep track of what’s going on, even though I’m half a country away. How cool is that?”

These wireless game cams not only let hunters monitor the condition of a food plot, they also allow them to check predator populations. Another impor-

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the modern deer camp

The Bushnell Wireless Trophy Cam HD Series lets hunters access game images in real time via a data plan from AT&T. Scouting has never been easier.

PHOTO CREDIT

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october | november 2014

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the modern deer camp

➝

No, you and your staff don’t have to have Ph.D.s in Advanced Nerdology to sell technologically advanced products to hunters and shooters. But don’t count on these products moving out the door by themselves, either. To keep your hunters buying tech merchandise, you will need to keep the following in mind.

Keep Current: “We have a lot of customers coming in with a particular kind of product category in mind,” says Greg Barnes, the hunting department manager for Joe’s

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Sporting Goods, in St. Paul, Minnesota (joessportinggoods.com). “They want a camera to record their hunts, for example. But tech and the tech products change up so fast and so drastically—unlike guns—that you really need to keep up on the new features.”

As an example, Barnes cites an updated game camera that debuted just before hunting season. “We were pretty busy, and we were caught a little flatfooted on that situation,” Barnes says. “We just thought, ‘Oh, OK, another game cam. Let’s get it out on the shelves.’ Then, near the end of the season, we realized that these cameras actually had some really impressive capabilities. But until we knew that, we couldn’t communicate it to the customers.”

Now, Barnes notes, new tech products and their features and advantages are regularly reviewed at sales staff meetings to educate counter people.

Know How It Works: Part of that staff education needs to be on how these high-tech products are actually used in the field. Even in 2014, a good number of your customers are still afraid of technology, or they assume they won’t be able to figure it out. Actually, tech manufacturers strive for just the opposite: They want their super-high-tech products to be as accessible as possible, and they spend millions of dollars in research and development to make their products user-friendly.

So, showing customers how easy it is to use tech products results in increased sales. Train your staff in the use of these products, and have units available for hands-on demos.

Use Point-of-Purchase Displays: “Point-of-purchase displays for tech products are a big sales tool for us,” says Jeff Poet of Jay’s Sporting Goods, in Claire, Michigan (jayssportinggoods.com). “I doubt we’d sell as much tech as we do without those displays.”

Many manufacturers, for example, will have displays of their solar chargers with the various cables dangling from the units—customers can take out their own cell phone, attach a cable, and reassure themselves the unit fits their cell’s recharging port.

Poet notes that GoPro (gopro.com), maker of the extremely portable camera systems that many hunters use to record their hunts, has extremely effective countertop and floor standing displays, featuring not only the various models of cameras but also the many GoPro mounting accessories and options available.

“These sorts of displays are not only good for our customers, but they also help our salespeople to remember that we have these items in stock,” he says. “It’s easy to get all wrapped up in selling that rifle—and forget that we have a lot of accessories that the hunter buying the rifle may want, too.

october | november 2014

Selling Tech

The celestron wind guide is a very portable accessory.

shot business

tant function is to record trespassers or other non-authorized persons on a hunting lease. All of it from afar, with no need to have someone tramping over the land, scaring the deer and throwing them off their daily patterns.

Bushnell’s newest game cams, the Trophy Cam HD Series, were introduced early in 2014. They feature black no-glow LEDs, an 8MP camera, and high-definition video (720p for the HD and 1080p for the HD Max). With a new hyperpassive infrared sensor, Bushnell has increased the detection range to 60 feet.

“We wanted to make an all-in-one game-cam package,” says Stephens.

“One where you didn’t have to mess around with getting a special SD card or find a wireless carrier.”

The Trophy Cam Series come with their own SD card, plus a prepaid 30-day data plan from AT&T. The wireless account can be accessed via a special Bushnell website, and once the 30-day introductory period is over, hunters can sign up on the site to receive 1,000 images per month for just $9.99.

Larger packages are available, too.

“You can receive an image within 45 seconds of when the animal was there,” notes Stephens. “We think the ease of use and how technologically advanced these cameras are will be big selling points for hunters.”

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The compact Magellan eXplorist 350H GPS lets a hunter create a “breadcrumb” trail from camp to stand. In addition, its outsize controls make it easy to use when you’re in the field.

The displays help reinforce to staff these other possibilities.”

Put Tech Where Hunters Can See It: A lot of this in-the-field technology saw its first uses by campers and hikers, and general outdoors retailers will likely have such tech items in their camping department. Well and good. But when hunting season approaches, Poet and his staff make it a point to move plenty of these tech items and their displays into either the hunting department proper or into those higher-traffic areas hunters will likely be walking through.

“Visibility is the key,” says Poet. “Most of our hunters aren’t going to take a stroll through our camping department. So we have to let them get a look at these products while they are browsing for that new gun or other hunting merchandise.”

More Good Stuff

➝

—slaton l. white

The past few seasons, I’ve used the following products on a variety of hunts, including whitetails in Saskatchewan, muleys in Montana, and elk in New Mexico. The gear is all eminently portable and worth every penny.

The Mophie Juice Pack series (fits iPhone 4 and 5, as well as Samsung Android) doubles as a protective cell phone case and charger (mophie. com). The latter is handy to have when you’re out all day on stand or stalking and using the phone’s GPS, which tends to quickly drain a charge.

When the phone charge gets slow, simply flick the switch on the case, and you’ll have enough juice to get you back to camp.

I’ve also hunted with Mophie’s Powerstation, which the company refers to as a universal battery. The model I’ve used the most is the Powerstation Pro. It’s small enough to slip easily into my day pack and rugged enough to withstand being dropped from a treestand. Generally, I get three full charges before it needs to be recharged. It can also charge iPads and other USBpowered devices.

Brunton (brunton.com) also offers a wide variety of highly portable and rugged chargers. I’ve used the Resync 9000 as well as the more compact Inspire 3200. Both are protected by a waterproof housing and weather-resistant plug interfaces, making them good choices when your customer will be hunting in rain or snow. The company also makes solar-charging units as well. Typically, I get four charges out of the Resync.

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Goal Zero (goalzero.com) is an innovative company that grew out of a mission to provide power to people who live in remote areas that lack any sort of power grid. The result is a series of products that sportsmen can use when they go to deer camp. I’ve used the Guide 10 Plus Solar Kit for the past year. It consists of the Nomad 7 solar panel linked to the Guide 10 Plus recharger. The recharger can be replenished via the solar panel when you’re out in the field or through a regular 110volt socket at home. The whole kit weighs only 1.2 pounds. It also can deliver four charges.

The Magellan eXplorist 350H GPS (magellangps.com) is made for tech duffers such as myself. I’ve used it to create “breadcrumb” trails that let me effortlessly get back to camp, and mark important locations such as treestands and vehicle locations. It can do a lot more than that, as I continue to learn. It’s small, so it stores easily in a day pack or jacket pocket, but it features outsize controls that make it easy to use while wearing thick, bulky gloves.

Outdoor Technology (outdoor technology.com) also makes portable power devices, but the products that struck me most are those in the wireless audio line. These are bluetooth-enabled speakers that allow to you play music (if so desired) or access radio (I use the TuneIn Radio app) to be able to listen to the big game while in camp.

The most portable unit is the aptly named Buckshot, a small, waterresistant speaker that fits in the palm of your hand and will slip easily into a pack.

The sound quality is really quite good for such a small item. The slightly larger shockproof and waterresistant Turtle Shell 2.0 would also be a good choice for camp, but if you like to live large, try the brandnew Big Turtle Shell. Its outsize battery capacity gives it the capability to charge external devices via the USB port. The BTS will charge your GoPro seven times and an iPhone three times on a single charge.

PHONE SIGNAL DESIGNED BY OLIM FROM THE NOUN PROJECT; SPEAKER DESIGNED BY VANIA PLATONOV FROM THE NOUN PROJECT

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AdID: 33053 SHB1114

PHOTO CREDIT

36 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2014

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ILLUSTRATIONS BY ERRATA CARMONA

Do you really need to own the building in which your business is housed?

Maybe not

BY MARK E. BATTERSBY

As the so-called tax season wound down last spring, many equipment retailers, manufacturers, and sales reps began looking for strategies to reduce their tax bill for 2014. One popular strategy involves transferring ownership of the shooting sports business’s building to a third party. Such transactions, known as saleleasebacks, enable a business to reduce its investment in non-core areas (the land and the building) by selling its owned-and-occupied real estate and then leasing the space back on a long-term basis. It’s a popular way to free up capital for business expansion. It can also help protect your assets: If a lawsuit is filed against the business, or other issues arise, the building would at least be protected from any legal actions. For the building’s new owner(s), there can be significant tax benefits as well as new financing options.

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However, before rushing to take advantage of this strategy, every shooting sports business owner should consider whether this is a good, viable strategy for him—and his business. Before proceeding, it’s important to answer some critical questions: Under what type of entity should ownership exist? Who will pay the mortgage? Who will reap the tax deductions? And what happens if the business changes hands or the owner exits?

GREATER CONTROL

➽The seller, now the building’s tenant, can negotiate favorable lease terms. In a typical lease, the lessee makes a single rental payment and the lessor pays all of the property’s operating expenses. With a “net” lease arrangement, the lessee pays rent and also pays all of the property’s operating expenses.

Thus, the landlord receives a fixed rental payment, net of all property expenses.

Most sale-leasebacks are structured as “triple-net” leases, in which the tenant is responsible for the taxes, insurance, and common-area maintenance. A longterm “hands-off ” lease gives the tenant control over the property similar to when he owned the property.

The tenant can, of course, work with the building’s new owner and include options that will provide for future expansion and sublease of the property.

As property owners, the interest expense and depreciation were the only tax deductions usually available to the shooting sports business. A retailer,

distributor, manufacturer, or sales rep leasing its premises can, on the other hand, write off the total lease payment as a tax expense. Thus, a saleleaseback may have a greater tax advantage and produce a bigger tax deduction.

Unlike a mortgage, a sale-leaseback transaction can often be structured to finance up to 100 percent of the appraised value of the business’s land and building. As a result, a sale-leaseback more efficiently uses the operation’s investment in the real estate asset as a financing tool.

However, because a sale-leaseback is not technically a financing instrument, there are no restrictive covenants on the business. And fewer covenants provide a shooting sports business with greater control over its own business and operations.

WHO IS THE NEW OWNER?

➽ The new owner of the building can be a trust, corporation, limited liability company (LLC), or even a partnership consisting of the “old”owner and several shareholders or key employees. Since owning commercial real estate involves risks that are different from owning a business, establishing a LLC or other similar entity to own the building allows the two to be kept completely separate. The new owner can then lease the building back to the business, as well as to other tenants, if space permits.

A “trust” is a unique entity, as well as being a separate, taxable entity for federal income tax purposes.

Reaping the Benef its Buyers of the real estate assets of a business can benefit in many ways, including: ■ Predictable, long-term cash flow ■ Returns typically higher than on bonds

■ Possible appreciation of value at roughly the rate of the lease increase ■ Low management requirements ■ Rent increases and appreciation that hedge against inflation

■ Some tax shelters from depreciation and other deductible expenses ■ Positive leverage, especially in this period of high capitalization rates and low cost of debt, that can increase return

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It usually involves an arrangement created either by a will upon the creator’s death or by a trust instrument that may take effect during his life. Under either arrangement, a trustee takes title to the property in order to conserve it for the beneficiaries. However, even if the trust’s beneficiaries are the persons who planned or created it, the trust will still be recognized as a separate taxable entity so long as its purpose was to vest the trustee with genuine asset conservation and protection responsibilities.

A “business” or “commercial” trust is a trust created as a means of carrying on a profit-making business, usually using capital or property supplied by the beneficiaries. The trustee or other designated persons are, in effect, managers of the undertaking, whether appointed or controlled by the beneficiaries. This arrangement is treated for federal tax purposes as an association, which may be taxed as a corporation or as a partnership, and is distinguished from the other types of trusts.

UNIQUE DILEMMA

➽ Our tax laws create a unique dilemma regardless of the entity used to hold the shooting sports business’s building. On the one hand, thanks to the Health Care and Education Reconciliation Act of 2010, beginning in 2013, many individuals are now subject to a 3.8 percent Net Investment Income (NII) tax.

Net investment income includes not only rents, but also interest, dividends, annuities, and royalties.

Although NII does not apply to income derived in the ordinary course of a trade or business, it does include income from a so-called passive activity.

And it is the IRS that decides whether an individual materially participates in business activities—that is, if he or she participates on a “regular, continuous, and substantial basis.” If it is determined that an individual’s participation is not material, he or she cannot deduct losses to the same extent as a business owner who does materially participate in the business.

Thus, regardless of the type of entity the new owners choose in order to own the shooting sports business building, the NII will add the additional tax on the profits from that passive activity. And, if the operation is passive, losses will also be denied or limited.

A sale-leaseback transaction can provide an efcient and efective means of generating equity capital for expansion.

EXIT STRATEGY

➽ Many business owners have successfully held the business and the building that houses it as separate entities. Consider, however, an owner who is thinking about retiring in a few years and selling his or her business at that time. Many small businesses are sold with seller financing, meaning the owner would get a portion of the price up front, and then the buyer would pay the rest of the purchase price from the business’s earnings over the next few years.

But suppose the buyer fails at running the business. The original owner would get hit with a double whammy: He won’t be getting paid for his business, and his building just lost its only tenant. The original owner would still have to make mortgage payments on his building, only now those payments

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would be coming out of his own pocket.

The good news is that there are various strategies that can be used to minimize or defer taxes, resulting in a larger portion of those eventual sale proceeds going into the seller’s pocket at closing.

Common tax minimization strategies include delaying the receipt of sale proceeds, converting from a regular C Corp to an S Corp or LLC, transferring stock to family members, structuring asset purchases to obtain a more favorable capital-gains treatment, and using trusts to reduce estate taxes.

In most cases, any eventual sale will be influenced by two key factors: How the business is legally set up and, in the case of a corporation or LLC, whether it is the assets or the business entity that is being sold. Sales of all sole proprietorships and almost all

partnerships are asset sales. So are the sales of many closely held corporations and LLCs. With the current economic climate and unfriendliness of the credit markets, a sale-leaseback transaction can provide an efficient and effective means of generating equity capital for expansion of the shooting sports business. Bottom line: A sale-leaseback with a net lease can work for both buyers and sellers.

Lurking on the horizon, though, are possible changes to the current accounting treatment of sale-leasebacks. Although unlikely to affect the popularity of these transactions, these potential changers should be kept in mind. Obviously, every shooting sports business owner, partner, or shareholder will require the services of a qualified accountant or attorney. Above all, make sure the purchase makes good business sense.

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A RELENTLESS FOCUS ON INNOVATION AND EFFICIENCY HELPS OTIS TECHNOLOGY

A Clean, Well-Lighted Place

BY SLATON L. WHITE

The modular floor layout allows the manufacturer to reconfigure work flow quickly and easily.

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GROW, BUT GREAT WORKING CONDITIONS ARE ALSO PART OF THE “SECRET SAUCE”

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Thomas Edison once said, “I didn’t find a way to make a light bulb, I found a thousand ways not to make one.” ¶ The same could be said of Doreen Garrett, founder of Otis Technology, a company that specializes in gun-cleaning products.

The inspiration for her first product came during a deer hunt with her father.

The teenager was carrying her grandfather’s Model 94 when she stumbled over a submerged root while crossing a bog in pursuit of a whitetail deer. When she pulled herself up out of the goo, she saw that the muzzle was completely clogged. With no means of clearing the mud, she improvised by jamming a stick into the barrel. It promptly broke off.

Hunt over. Back in camp, slowly warming up after a long, cold, disappointing day, she had that “aha” moment: There was a need for an easy-to-use-and-carry kit that could effectively clean a gun (or clear the barrel of obstructions) while a hunter was in the field.

As it turned out, the idea was the easy part. When she got home, she set to work testing ideas and materials. It was a case of classic American tinkering, but after each failure she resolutely went back to work. Finally, she had a prototype that worked, which became the genesis for the first Otis Breech-to-Muzzle guncleaning system. She dubbed it the “Whole Kit and Caboodle,” because all the components fit into a small storage container, the shape of which resembled a can of shoe polish. Garrett offered these early kits to friends and family, all of whom said she was onto something. So, armed with a few prototypes (and a small bank loan), she attended the 1985 SHOT Show. Her immediate problem, however, was just getting into the show—she was only 16. But like many entrepreneurs before her, she didn’t let that stop her.

She finagled her way in, and the company was on its way.

Now, nearly 30 years later, Otis Technology (the company is named after her father, Gerald Williams, whose middle name is Otis) continues as a family-run business offering a multitude

of different gun-cleaning products, assembled in a 63,000-square-foot facility with more than 100 employees.

The Black River runs for 125 miles in northern New York, from the foothills of the Adirondack Mountains to the eastern end of Lake Ontario. This part of the Empire State is dairy country, and the tannin-stained river is dotted with many bucolic villages, one of which is Lyons Falls, home to about 500 people. Given the rural character of the area, you could be forgiven if you didn’t realize that the town is home to a sophisticated, world-class manufacturer, one that has twice been recognized for innovation. Such recognition puts Otis in the company of blue-ribbon firms like 3M, Johnson & Johnson, and Chevron.

Unlike some factories I’ve seen over the years, the Otis facility is surprisingly clean and quiet. You don’t hear the rolling thunder of metal stamping or even the locust-like whirring of lathes. You also don’t see oil-stained floors and walkways littered with the detritus of industrial work.

There’s a reason for that. A dirty factory costs money, and Otis would rather invest its resources in new products than in tidying up a messy workplace. All visitors are required to wear booties, to keep outside dust and dirt to a minimum, and the shoes the employees wear on shift are kept in a locker room (Otis provides a yearly allowance for this).

“We’ve learned that a clean, well-lighted workplace makes for happier employees,” says Len Nelson, vice president of sales and marketing. “And happier employees who take pride in their work are simply more efficient.”

An emphasis on recycling not only helps keep the factory clean, but contributes to profitability as well. “We try to be as close to a zero-waste facility as possible,” says Nelson. “We recycle all of our cardboard, lubricants, and even our scrap metals.”

In the old days, workers carted off metal waste in wheelbarrows. No longer.

“Now, with a fully automated vacuum system and storage tanks, we can capture virtually all of our scrap metal and recycle it,” he says. Nelson also notes that employees who used to push the wheelbarrows can be put to more productive tasks. “It’s not so much an effort to cut the number of employees as it is to put them to use in the most efficient way possible.”

To that end, Otis Technology fully embraces kaizen, a Japanese term that essentially means “continuous improvement.” The term is also used when referring to “lean manufacturing,” which in one iteration means using people in the most productive way possible.

This philosophy is no empty slogan; it is part of the company’s DNA and extends from the executive offices to the factory floor. “We wholly embrace lean manufacturing throughout the organization,” Nelson says. As part of the process, he says, workstations and machines are constantly being reconfigured for efficient operations. The competitive advantage? As product development evolves, Otis has the ability to quickly and easily change the floor plan to make the most of new opportunities.

In one way though, the manufacturer harkens back to a different industrial era.

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A Clean Well-Lighted Place

Nelson says the company tries “to be as vertical as possible.” This is akin to the old days of Detroit glory, where raw materials went in one door and a complete car popped out the other.

“We believe that being vertical allows us to serve our customers better,” he says.

“First and foremost, we’re not reliant on outside sources. Second, we can meet our delivery requirements 99.9 percent of the time.”

Part of the process is total control of the supply chain. “That’s why we design and build most of the product here,” he says.

The few components that are sourced from outside vendors undergo a rigid quality-assurance program. And the parts produced at Lyons Falls also undergo continuous testing throughout the workday.

“We constantly measure tolerances and variances in our machine parts,” Nelson says. “We have some parts with very small threads—both male and female—and we need to make sure that we’re not drifting outside those tolerances. In addition, all of our assembly folks are trained to look for quality assurance at every step of the process.”

Otis also embraces vertical manufacturing in another way: The factory was built with high ceilings that allow for efficient vertical storage. Parts destined for use on the floor are stored in trays in a Vertical Lift Management system.

“Doing so allows us to store a lot product in a very small footprint,” says marketing supervisor Heather Bennett. “Workers go to one of several centrally located VLMs, type in the tray number they need, and within seconds that tray delivers the product they need.” The obvious advantage: Workers spend less time sourcing parts and more time on the line making the products that drive the company’s growth.

For many years, Otis Technology relied on manual labor to move materials and finished goods within its plant. But having employees walk miles each day with carts full of assembly parts wasn’t exactly consistent with the company’s “lean” philosophy.

So, Otis sought out an automated way to move materials and finished goods from

Otis accommodates working mothers by beginning shifts early, so that the employees can be home in time to greet their children returning from school.

place to place within its plant. In 2008, the company implemented an automated storage/retrieval system (AS/RS) as the first step. Rather than have employees running forklifts through a vast storage room looking for components, the computer-controlled AS/AR system does the walking—and the looking—for them.

But there were still holes in the transportation process between the work centers and the AS/RS system. The second step, initiated in 2011, was the ADAM (Autonomous Delivery and Manipulation), a mobile robot from RMT Robotics that automatically connects the multiple production processes in its facility. When a call for materials is received from a station operator, the ADAM Commander employs a dispatch algorithm to select the appropriate OCTOBER/NOVEMBER 2014 ❚ SHOT BUSINESS ❚ 45

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ADAM vehicle for the task and then wirelessly sends the dispatch instruction to the selected ADAM vehicle. Given the destination and task, the ADAM vehicle is free to autonomously navigate through the facility to the destination using an infrared guidance system.

Unlike conventional Automated Guided Vehicles (AGVs), the ADAM does not require wires, targets, or markers. It uses a map that is stored in its memory.

Upon arriving at its destination, the ADAM is manually unloaded and then assigned delivery locations by the operator via an onboard keypad scanner interface. The operator can select from any destination in the building from a pick list or choose to send some of the load to a first destination and the remainder to a second destination.

This kind of automation greatly helps overall efficiency and productivity. Even so, it pays to have a human backup.

“We have a person we call the ‘water spider’ who constantly monitors the line to make sure everyone has what they need,” says Bennett. “The water spider constantly communicates with the ADAMs and the VLMs and sees to it that no one is waiting for parts.”

Given the isolation of the main factory (two hours by car from Syracuse), Otis knew it would be hard to attract and keep top engineering talent. Moving from Lyons Falls, which was devastated by the closing of several pulp mills years ago,

From the original Whole Kit and Caboodle, developed by founder Doreen Garrett in the mid-1980s, the Otis Breech-to-Muzzle cleaning system has evolved to include the new Ripcord (right). It features a heatresistant outer layer, a molded rubber core, and threaded ends for additional cleaning components.

was out of the question—the family remains committed to the area—so company officers devised another solution. If they couldn’t get engineers to come to them, they would go to them. In 2010, Otis opened a research-and-development arm in Phoenix, just outside Syracuse. The location gives the company access to a diverse group of suppliers as well as to the top engineering talent found at nearby universities.

“Our Phoenix facility allows us to continue the growth and development of the Otis Technology brand,” says James Brooker, vice president of engineering. “Here, we can look at ideas and concepts and then generate parts and engineer solutions.”

Keeping in mind the technology part of the company’s name, Brooker says they use Solidworks 3-D CAD systems. “Utilizing our 3-D printing capability, we can test several iterations within hours. As these concepts turn to reality, we can produce tooling, production quantities, or injection molds for plastics.”

To Brooker, Phoenix is a “full-service facility.” For product-development specialist Chris Ashley, Phoenix is the “Skunk Works.” The modular office for the engineers allows for the efficient exchange of ideas and critiques, and the digital CAD design system “lets us check form, fit, and function before we even build a prototype.

Essentially, we’re on a quest for continual improvement, and being able to design in-house, and even do our own molds, is a big step in that area.”

But even with CAD design, at some point you actually need to create a real object that can be held in the hand. That’s where the water jet comes in. This machine uses high-pressure water and abrasives to cut a wide variety of materials.

“The water jet gives us the ability to rapidly create an odd-shaped prototype without extensive setups and tooling. All we have to do is change settings in the machine itself,” Ashley says.

That kind of flexibility helps keep Otis Technology in the hunt by allowing its engineers to quickly, simply, and inexpensively test various designs to see if they have the potential to become viable products. From humble origins and a single product, Otis Technology has evolved into an industrial powerhouse that produces a wide range of gun-cleaning products for hunters, shooters, law enforcement, and the military. And to think, it all started with mud in the muzzle.

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GOOD STUFF

BY CHRIS CHRISTIAN

A Tool for All Reasons

T

Real Avid’s AR15 Tool goes far beyond rifle maintenance

he AR-based modern sporting rifle is one of the most popular semi-auto rifles in America. It does, however, require some maintenance practices that differ significantly from other rifle designs. This is especially true of the direct-impingement versions, which operate by sending propellant gases back into the operating action to cycle it.

The combination of hot, high-pressure propellant gases and petroleum-based lubricants creates a carbon buildup that can bring proper function to a screaming halt. This carbon is easy to remove with the proper hardware, and a number of MSR-specific tools are available for this task. The recently introduced Real Avid AR15 Tool (SRP: $79.99) is one of the more innovative designs in this area. Not only does it include the specialty gear that an AR requires, but its expanded features make it a multi-tool so effective that it’s like having a pint-size tool box in the palm of your hand.

The AR15 Tool is a folding design with multiple tool heads.

Constructed from stainless steel with a black oxide coating, it features G10 grip panels that provide a secure hold during use. It ships with a MOLLE-compatible ballistic nylon sheath.

The AR-specific tools feature a fold-out boltcarrier group scraper with a multi-tooth head that can remove carbon buildup from the bolt face, bolt-face firing-pin hole, bolt-cam pin, bolt waist, firing pin, boltlocking lugs, and the extractor lip. A separate

The Real Avid AR15 Tool is great for AR repair, but it’s also functional for all sorts of related tasks.

carbon scraper provides an aggressive scraping edge and is sized to fit the interior bolt-carrier surfaces. It includes a file on one side.

Another fold-out tool features a hooked carbon pick for hard-toreach areas. It is installed on the arm with 8-32 female threads and, if not required, can be replaced with any tool head of similar threading. Another foldout tool is a center pin

punch that is secured with 8-32 male threads; it can also be interchanged with any tool head using that pattern.

In addition, there is a fold-out bolt-override tool. Lastly, a pouch on the MOLLE sheath holds a small, doubleended MSR front-sight adjustment tool that can adjust four- and five-pin A1 and A2 front sights.

That basic tool-head assortment will handle any field-cleaning prob-

lems with an MSR. But the other tools have made my Real Avid AR15 Tool a valuable addition to my range bag, regardless of what I’m shooting.

The tool also includes a 3.25-inch partially serrated 440C stainless-steel Tanto knife blade that flips out quickly with a thumb stud and is secured with a liner lock.

Opening the tool provides access to a combination needle-nose pli-

ers, with a larger, innertooth section and a carbide-cutting section that can cut or strip wire. A tap-hammer insert on one side of the closed tool lets it function as a light-duty hammer. These come in very handy when setting up or breaking down props, barriers, and targets.

Equally useful, especially for quick gun repair, is the fold-out bit driver and the six doubleended screwdriver bits that fit it. One bit lives in the tool holder, and the other five live in elastic holders on the MOLLE sheath. This provides 12 screwdriver bits, including three flathead screwdrivers ( 1/4-, 3/16-, and 3/32inch) that can handle any flat-bit chores, from tightening scope mounts and handgun grips to smaller tasks such as tending to adjustable sights and revolver sideplates.

Rounding out the dozen are a No. 1 Phillips bit, five Allen bits ( 3/32, 7/64, 1/8, 9/64, and 3/16), and three TORX bits (T10, T15, and T20). I’ve yet to find a minor loose-screw problem on a firearm that this 12-bit selection could not handle. That’s a lot of versatility from a tool that takes up so little room in my range bag. (800-286-0567; realavid.com)

48 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2014

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W H AT ’ S S E L L I N G W H E R E

West

Arms, AZ Bear Scottsdale

Keeping more than 1,000 guns in stock in 2,400 square feet, this small metro Phoenix retailer strategically manages every inch of space with seven employees. Glock 42s and 17s lead the handgun pack for this home-defense retailer. M&P Shields are just behind.

“Our inventory of ammo is the best it has been in two years,” said Kurt Stancl, director of operations “However, many customers are surprised that the cost hasn’t returned to pre-election pricing.”

MSRs are turning daily, with strong numbers for Smith Sporters and Colts. Premium-priced MSR sales are flat.

Stancl expressed concern that many online retailers are charging low prices for premium firearms, hiding high handling fees on the

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

back end. His sales staff is educating buyers that those fees make Bear Arms’ pricing closer than it might seem. To compete, Bear backs up each sale with personal service.

CO

Jerry’s Outdoor Sports, Grand

Junction This mountain retailer

fills 11,000 square feet with a firearms selection of 1,200 guns, along with a large inventory of safes, holsters, and reloading gear. Handgun sales are strong, especially Springfield XDSs and XDMs. Smith M&P Shields are also robust.

MSRs still turn at least one unit a day, often a Smith M&P Sporter or a Bushmaster. “MSR sales aren’t what they were, and customers are more price-sensitive. However, they are still moving,” said counter salesman Charles Vavak.

With the exception of all things

Midwest

Midwest Gun IN Exchange, Mishawaka

“Ammo is finally back, and we see it steadily improving, even on .22s,” said Brad Rupert, general manager of this Great Lakes–area retailer. “Our inventory is the best it has been in several years.”

Waterfowl season is heating up, and the shotgun counter is getting heavy traffic on Benelli Super Black Eagles as well as the Remington Versa Max and 870 Express.

Handgun sales are as good as they’ve been all year, with Smith M&Ps and Bodyguards posting high numbers. SIG 238s and 938s are also attracting plenty of attention.

MSRs are making nearly the same number of turns as they did last year, with local Indiana gunmaker BCI Defense holding the high ground. Colt is sitting comfortably in the second slot. Remington 700s

lead the bolt-action category, followed by Tikkas and Savages, usually in .270 and .243.

R.H. Kay MN Firearms, St. Paul

This retailer stocks his tightly inventoried 500-square-foot store to meet the needs of an extensive home-defense clientele. “My clients are acutely aware of current events, and spend hours readying their families for the possibility of a disaster.

Overall, sales are very good,” said owner Rick Kay. He said Windham Weaponry and Olympic Arms hold the top spots in MSRs. Other high-demand items include UTAS 15-round-capacity pump shotguns. Ammo stocks are improving, but Kay still sees the .22 shortage as a serious problem. Handgun sales are strong. Glocks and CZ 1911s pull the best numbers.

rimfire, ammo stocks are the best they have been in two years.

Sporting ID Lolo Goods, Lewiston

Located in downtown “Old Lewiston,” Lolo has three full-time salespeople who overlook a large inventory of reloading supplies, handguns, long guns, and MSRs. Ruger tops the list here with LC9s and LCPs, followed by Springfield XDS and XDMs and Kimbers.

“Overall, ammo stocks are good, but not being able to get rimfire ammo has plummeted our .22 and .17 HMR sales to an all-time low,” said buyer Mike Thomas.

Long-gun sales are at the fall peak, led by Ruger Americans in .243 and Winchester Model 70 Featherweights in .308 and .30/06.

MSRs are moving fast; Rock Rivers and Windhams in .223 top the list.

Target MO Masters, Columbia

This well-established shop has a 25-yard 10-lane range.

Although handgun sales are good, a drop in discretionary income has resulted in a tougher sales environment. “Our traffic is fine, but the store is experiencing a trend in that our customers are moving toward more price-point guns,” said counter salesman Jim Hill. “Business may not be what it was two years ago, but it’s still very good.”

Glock 42s and Springfield XDSs are tied for the top two spots at the handgun counter, followed closely

by SIG 238s. Kimbers and Desert Eagle 1911s are also moving well.

MSRs have slowed to just one every two weeks. The largest turns are going to Smith M&P Sporters. Sales of bolt-actions have dwindled, mainly because of big-box pricing.

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It generates way more than just sales‌ including its own wireless network.

No SIM Cards. No Wireless Providers.

Just You and Your Customers.

Every Kodiak Series Trail Camera has the ability to generate its own Local Area Network (LAN), allowing users to control and access the photos and videos on their cameras from up to hundreds of feet away on their smartphones. This means that while other wireless cameras are busy searching for a signal in remote locations, Kodiak Series Cameras have already created their own. Sell your customers all this and more without having to sell them on wireless activation fees, SIM cards, and monthly data plans. In addition to their own wireless networks, Kodiak Series Cameras are capable of creating professional quality 12 megapixel still images, 720p HD video with audio, and a user experience that will make consumers wonder how they ever got by without it.

Visit www.kodiakcameras.com for more information.

Dealer inquiries call 1-844-GAMECAM or email sales@kodiakcamera.com

www.kodiakcameras.com Š Copyright 2014, Comanche Outfitters, LLC. All rights reserved. Apple, the Apple logo, and iPhone are trademarks of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc. Google Play is a trademark of Google Inc. *Remote retrieval feature compatible with iPhone 4S and newer and select Android smartphones. See website for full compatibility list. Smartphone not required for standard trail camera use.

COMANCHE OUTFITTERS

BC_033247_SHB1114P.indd 1

8/28/14 4:08 PM

W H AT ’ S S E L L I N G W H E R E

East

Firearms NJ Support & Storage, Whippany

Just 30 minutes from New York City, this retailer keeps an additional 3,000 square feet of vault space, and is the first federally and state-approved public gun storage facility in the country.

“Deer season is moving more inventory than last year, and we have the gear in stock, including ammo,” said owner Barry Osias. Slug guns are hot. Here, Remington 1100s and Express slug guns see the highest turns. Mossberg 500 Slugsters are also crossing the counter well.

MSR sales are improving, with a higher than usual demand for .308 Rock Rivers in addition to DPMS in .223. Handgun sales are consistently high, with all things Smith at the top of the list, including Shields and Bodyguards.

South

Gainesville FL Target Range, Gainesville

This retail store, which has an outdoor gun range that can handle more than 80 shooters, caters to home-defense and tactical clientele. Handgun sales are possibly hotter than last year’s, with Smith M&P Shields, Glock 17s, and Springfield XDSs all turning well. The store’s most popular caliber remains 9mm.

Home-defense shotguns are moving well. Remington 870 and Mossberg 500 Tacticals have been locked in a dead-even heat for the last two months. The store continues to offer a popular “build your own MSR” promotion. “No matter what customers buy, they’ll come in for more accessories when they build it themselves,” said counter salesman Bob Kelly.

Daniel Defense’s Model V7 tops

Sportsman’s PA Gun Shop, New Holland

In business since 1954, this general hunting and fishing retailer inventories more than 1,000 new and used firearms.

“Deer season is shaping up to be the best we’ve seen in some time,” said owner Joe Keffer. “Stronger hunter numbers and an improving deer herd are making bolt-action rifles really move off the rack.” T/C Ventures and Ruger Americans top the list. MSRs are still trending at about three a week, with M&Ps and LWRCs in the high slots.

Handgun sales are excellent.

Smith M&Ps are doing very well, and the classic J-frames in .38 are seeing heavy traffic. Sales of Glocks have increased, and Ruger LC9s have maintained a steady demand.

Ammo stocks are improving, and most calibers other than .22 are in

the list for MSRs. LWRC is in second place. Ammo stocks are improving, but .22 is still coming up short.

NC

Hyatt Coin & Gun, Charlotte

With more than 12,000 square feet of retail space, this store turns an average of 15,000 firearms annually.

“Ammo stocks are actually good.

We have everything we need, except we’re a little light on .22. Overall, the trend is a vast improvement from even six months ago,” said managerbuyer Derek Jarstfer.

Sales of MSRs are steady. Rock River Arms and the Triton Billet Line of Head Down Firearms are the two top sellers. Springfield handguns— particularly the XDS and XDM—are leading this year’s pistol sales across the board. Glock 19s and SIG P229s are also selling briskly. Bolt-action rifle sales are increasing daily. Tikkas

stock. Sales of Ruger 10/22s and Ruger Americans are growing, in the hope that .22 ammo will improve.

Mill Creek Rod ME & Gun, Orrington

This small retailer keeps an average of 50 guns in stock along with general outdoor gear. Maine-produced Smith 22A and Model 41 pistols are popular here. With several price points, SCCY 9mms are also doing well.

“Used guns are our primary focus.

We stock a dozen or so new guns, and concentrate on used shotguns and hunting rifles,” said owner Dave Barrett. Savage Model 99s in .300 Savage and Winchester 94s in .30/30 continue to dominate for pre-deer and moose season. At the used shotgun counter, Winchester Model 12s and Ithaca Model 37s always make for a fast sale.

are in demand, though the Savage Model 11 is also doing well.

Gallery, AR Pawn Clarksville

This independent pawnshop stocks an average of 250 firearms and is located off Interstate 40, 40 miles east of Fort Smith. “We’re a small shop. Unless we can find volume .22 ammo, we have decided that it’s just not worth competing with other larger stores in our area,” said owner Rick Elam.

MSR sales are slowing this fall, and Elam said he has only a few Bushmasters in stock. Lever-action long guns are picking up speed, though. Winchester and Marlin .30/30s are seeing the highest demand. Handgun inventories are the best they’ve been all year, with Springfield XDSs and Ruger LC9s garnering the most attention.

52 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2014

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NEW PRODUCTS (Continued from page 54)

Hunters can adjust the settings on Comanche Outfitters’ Kodiak trail cam from a distance with a smartphone.

in a resealable pouch to preserve effectiveness between uses. Mosquitno Bands are available in eight solid colors, camouflage, tie-dye, and glow-in-the-dark in sizes for adults and children. SRP: $3.99.

Mosquitno Spotz are all-natural, nontoxic, and durable stickers, also infused with citronella oil, that can effectively repel bugs for up to 72 hours of exposure.

If mosquitoes and other bugs usually bite at the back of a knee, ankle, or neck, Spotz can be strategically placed at those areas of the body or on clothing to protect any sweet spots. $SRP: $3.99 per sheet of six. (mosquitnoband.com)

Comanche Outfitters

Stanley

Here’s a new take on the carry cup—the Say goodbye to costly SIM cards, data plans, and wireless providers with the new Vacuum Pint from Stanley. Built like the proverbial brick outhouse, this dishwasherKodiak Series trail cameras from safe, 16-ounce stainless-steel cup Comanche Outfitters. The camwill keep coffee hot for 90 minutes eras are the first trail cams on the or beer or soda cold for as long as market with integrated Wi-Fi 4.5 hours. It features a press-fit lid capability, allowing users to with a wide opening for easy sipaccess all the photos and videos ping. It also has a built-in opener. from their smartphone from up SRP: $23. (stanley-pmi.com) to hundreds of feet away. A free app for iPhone and Android smartphones gives users the abiliDryCASE ty to both adjust camera settings The Vacuum DryCASE, known for its waterand access their media remotely Pint is dishproof electronic cases, is introwith just a few clicks. Features washer-safe. ducing the Brunswick waterproof include a 12-megapixel image backpack in Mossy Oak Shadow sensor and 720p HD video Grass Blades camo. Made of a heavy-duty recording with high-quality audio, and 40 TPU, the Brunswick weighs only 2.2 built-in Invisible IR LEDs for nighttime pounds and has padded shoulder, waist, shots that won’t spook animals. SRP: and chest straps. The main waterproof $259.99. (comancheoutfitters.com) compartment offers 30 liters of storage capacity and an internal zippered pocket Mosquitno to store smaller items. Other features Mosquitno has created a simple and allinclude an external mesh zippered pocket, natural way for hunters and shooters to a mesh drawstring side pocket, and carastay bug-bite free without the use of biner webbing straps. SRP: $119.99.

(800-600-0379; drycase.com) sprays, which can contain chemicals and leave residue on skin and clothes.

Mosquitno Bands are all-natural, nontoxic wristbands made of silicone rubber infused with 100 percent citronella oil.

Each band contains enough citronella to effectively repel bugs for up to 150 hours of exposure (or six days), and each comes

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

DryCASE’s Brunswick backpack has a two-way air valve to help a packer squeeze out excess air.

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NEW PRODUCTS

PHOTO BY LUKE NILSSEN

Gerber

Born of cutting-edge materials and crafted with decades of design experience, the Gerber Legend is completely sourced and proudly made in the U.S., delivering a knife that hunters will cherish. Most important, though, the knife was conceived to provide a lifetime of service. Built to last using premium CPM-S35VN stainless steel and a full tang construction, the Legend features a 3-D machined G-10 handle with Oregon Spalted Maple inlay for a superior grip. A limitededition offering (only 1,200 will be made), the Legend includes a handmade Tanner Goods sheath with a puncture-proof insert for convenient carry.

Housed in a custom storage box, the Legend is one trophy that is meant to be used and abused in the field, and comes with Gerber’s legendary lifetime guarantee. SRP: $750. (gerbergear.com) (Continued on page 53)

54 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2014

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YOU CAN FIND OUR PRODUCTS AT AUTHORIZED DEALERS AND ONLINE AT WWW.SWAROVSKIOPTIK.COM.

CL POCKET

PUTS THE WORLD IN YOUR POCKET

For the frst time, these compact binoculars offer absolutely everything that you’d ever want from compact binoculars. They are comfortable to look through and provide high-contrast, sharp and lifelike images. Their great optical performance is combined with intuitive handling and a compact design. Always with you, ready to use at any time – whether you’re out hunting, out hiking or on a family excursion. The new CL Pocket: 100% binoculars – 100% joy of discovery.

SWAROVSKI OPTIK – for that all-important moment

SEE THE UNSEEN WWW.SWAROVSKIOPTIK.COM

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