SHOT Daily | 2011 SHOT Show - Day 4

SHOOTING HUNTING OUTDOOR TRADE SHOW 1979–2011

NSSF

NEW PRODUCT REPORTS SHOT DAILY hits the floor to find the latest and greatest products from the show P. 52. Also, check out new air guns P. 16 and what’s new in airsoft P. 22

NEWS *THE EVOLVING MUT

The new generation of multi-tools has arrived with Leatherman’s MUT EOD, expressly designed for the warrior in the field.

SEE PAGE 4

The Daily News of the 2011 Las Vegas SHOT Show Brought to You by The Bonnier Corporation and the NSSF

A Father’s Tribute J eff Falkel, a veteran and father of Chris Falkel—a staff sergeant with the Third Special Forces Group who was killed in action on August 8, 2005, during the battle of Nari Ghar—is honoring his late son with a book titled The Making of Our Warrior.

“When Chris was seven, he decided he wanted to be a solider, and we started training together one year later,” says Falkel. “We worked on fitness, stalked pronghorn, estimated yardage on golf courses and, when he was old enough, practiced shooting on a regular basis. His high-school graduation gift was a sniper rifle.”

During the three-day battle, Chris Falkel dispatched 51 Taliban while

*WINCHESTER PRESENTS AWARDS The ammo company recognizes Dealer and Distributor of the Year for 2010. SEE PAGE 8

*HOW TO SELL AIRSOFT GUNS AND GEAR It’s really not all that hard to turn a game into a profit center.

SEE PAGE 50

*THE MATCH GAME

Jeff Falkel has written a moving tribute to his son, Chris, an Army sniper who was killed in action in Afghanistan in 2005.

Nikon makes matching the perfect scope to the right gun easy.

SEE PAGE 56

NSSF Honors Smith

FEATURES *CASE LOGIC

What does the Chicago v.

McDonald case mean to you?

SEE PAGE 32

*GET YOUR CUSTOMER’S COWBOY ON

Cowboy action shooting is a fastgrowing activity. Do you know how to sell it? SEE PAGE 36

*OUTSIDE HELP

Why a dealer group might be right for you. SEE PAGE 48

DAY 4, JANUARY 2 1, 2 011

Yesterday the NSSF presented a plaque to staffer Jim Smith, recognizing his efforts over the past decade to improve Boy Scout participation in the shooting sports.

“Today, shooting sports account for 64 percent of the activity of Scouts in the field,” said Zach Snow, NSSF’s shooting promotions manager. “Before Jim got to work on this, the figure was only 48 percent.”

operating a .50-caliber in the rear column position on top of a Humvee.

He was so successful during the fight that he eventually became the focus of nearly all the incoming fire. For his valor and the lives he bravely saved in his platoon, Sergeant Falkel was posthumously awarded the Silver Star and Purple Heart.

“I started writing the book two days after he was killed,” says Falkel.

“It became my way to heal the pain of Chris’s death. I wanted others to understand the caliber of the man.”

All profits from the book are donated to the More Than a Name Foundation, which provides veterans and their families a chance to tell the stories of their loved ones.

Falkel will sign copies of the book at the Freedom Hunters booth from 10 a.m. to 11 a.m. and from 3 p.m. to 4 p.m. today. Booth #L251.

—Peter B. Mathiesen

Mossberg On a Roll O.F. Mossberg has built a loyal following among hunters with its versatile, value-conscious shotgun lineup.

While Mossberg’s core of “More Gun for the Money” will not change for 2011, the company’s profile is about to get a lot higher. You can expect customers—especially the younger crowd—to be more aware of the Mossberg brand than ever before.

Recently, the company announced the signing of exhibition shooters Patrick Flanigan and Jerry Miculek, who will use Mossberg products.

Flanigan, who previously set records for breaking hand-thrown targets with the Winchester Super X3, will use Mossberg shotguns in his exhibitions. Champion handgun shooter Jerry Miculek will be shooting Mossberg shotguns in 3-gun events.

Also, Mossberg is partnering with Mossy Oak to supply guns for the new Turkey Thugs TV show on the Pursuit Channel, and will sell a line of “Turkey Thug” shotguns.

Finally, Mossberg announced the hiring of Linda Powell to head up its media relations. Powell, who per-

Mossberg’s Polly Ditch shows off a new Model 500 breeching gun, aka the “Chainsaw.”

formed the same job at Remington, will be working with the outdoors media to generate more stories.

“This company has a long and fascinating story, and I am eager to help them tell it,” says Powell.

Stop by the booth to see the Turkey Thug shotguns as well other new 2011 products, like the Model 500 breeching gun—your customers will be talking about them. Booth #12734.—Phil Bourjaily

DAY 4, JANUARY 21, 2011 ■ SHOT BUSINESS DAILY ■ 1

TWILIGHT NEVER LOOKED SO BRIGHT NEW EL 50 SWAROVISION. MORE LIGHT AT ALL TIMES

Making hunting in twilight more visible – the new EL 50 SWAROVISION binoculars capture a great deal of light and also offer brighter images and greater detail in a small package.

EXCELLENT HANDLING

perfect weight balance, the most compact 50 mm binoculars ever

BETTER TWILIGHT PERFORMANCE

wider exit pupil for brighter images

EXTREME DETAIL RECOGNITION

high magnification higher resolution

SEE THE UNSEEN

WWW.SWAROVSKIOPTIK.COM

SWAROVSKI OPTIK NORTH AMERICA LTD. 2 Slater Road, Cranston, RI 02920 Phone 800 426 3089, Fax 401 734 5888 info@swarovskioptik.us

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Visit us at Booth#12120

11/29/10 1:51 PM

LIGHTWEIGHT, SLIM, HIGH PRECISION Z3 AND Z5. THE 1 INCH RIFLESCOPES

A wide field of view or high magnification for precise long range shots: The slender profile provide both of these and its light weight, the perfect companion for demanding hunting trips.

Z5

66% GREATER FIELD OF VIEW* 66% GREATER MAGNIFICATION RANGE* Available models Z5 3.5-18x44 Z5 5-25x52

Z3

Compact, rugged, reliable

Percentages relate to a unit with 3x zoom

Available models Z3 3-9x36 Z3 3-10x42 Z3 4-12x50

SEE THE UNSEEN

WWW.SWAROVSKIOPTIK.COM SWAROVSKI OPTIK NORTH AMERICA LTD. 2 Slater Road, Cranston, RI 02920 Phone 800 426 3089, Fax 401 734 5888 info@swarovskioptik.us

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Visit us at Booth#12120

11/29/10 1:51 PM

Visit us at booth #12240.

NATURAL CURVE S .

Feel the difference of the New Ergonomically Enhanced Classic Series.

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Industry veteran robert J. Siemers was recently named general manager of Burris. He intends to use his 25 years of experience selling optics to move the needle for both Burris and Steiner.

Brand Loyalty Guides New Burris CEO

R

ecently named general manager of Burris, Robert J. Siemers, a 25-year industry veteran, sees exciting opportunities in the strength of two venerable optics brands. In his new position, Siemers, who formerly served as president of Carl Zeiss Sports Optics, will oversee both Burris and Steiner, two distinct brands, both of which enjoy avid loyalty from a diverse customer base.

“I am looking forward to overseeing two great product groups that play off each other,” says Siemers. “Burris customers want innovation at an affordable price point. Steiner customers are very quality-sensitive. Together, we’re going to move forward in a way that builds on the strength of both incredible brands.”

The challenge for Burris, and for any company operating in this space, is blending the demand for innovation and quality in a recovering economic environment. The answer, the new leader

The Evolving MUT

The next generation of Multi-Tools has arrived with Leatherman’s MuT EOd, which has been expressly designed for the warrior in the field. “We kept adjusting our tool for military use, but it wasn’t until we adopted the input from on-the-ground guys that we truly met the needs of today’s soldier,” says national sales manager Stuart Leatherman. u.S. army Sgt. First Class aaron Hampton and Sgt. First Class robbie Johnson, combat veterans both, were the primary influences on the innovative design. Their acumen helped make the tool properly address the needs of military operators and competitive ar shooters.

The MuT EOd’s list of features is simply staggering—17 tools and three bits designed to help soldiers perform a variety of dangerous tasks, including crimping blasting primers and cutting fuse wire. you’ll even find a handy C4 punch.

The tool’s black finish has a Batman-like look, matched by its nearly indestructible construction. The stout frame can survive a barrage of mistreatment, including being run over by a Humvee. SrP: $180. Booth #14512. (503-253-7826; leatherman.com)

knows, lies not within the company, but within the marketplace.

“You have to listen to what the customer wants,” says Siemers. “It’s not about what we want. Listen, and think creatively to make that customer-driven innovation affordable. That will be a constant challenge that is key to both companies’ success.”

Key also is expanding the shooting market among an aging customer base, which Siemers, who has introduced his children to shooting and hunting, takes as something of a personal mission.

“We all have a challenge to get more people involved in the outdoors,” says Siemers. “We have to support programs for youth. Once they’re introduced to the shooting sports, most kids of love it, but it’s our job, all of us, to make them aware of it. Create that quality time with children and families. Our future as an industry depends on it.” Booth #12755. (970-356-1670; burrisoptics .com)—David Draper

the Shot Show advantage

W

ith a very simple concept, a strong will to succeed and a oneitem product line, the newly created Thunderbolt Customs introduced the Little Sure Shot Gun Rest at the 2005 SHOT Show. At that time, the show was being held at the Las Vegas Convention Center, which was unable to accommodate all the exhibitors in the main building. So the company took a space in the tentlike structures in the parking lot.

“We were very excited to be at the premier show in the industry,” says Curt Lackey, president of Thunderbolt Customs. “But we were also scared to death when we saw our exhibit space. It was so far from the

Curt Lackey of Thunderbolt Customs says attending the SHOT Show helped him grow his business.

traffic flow of the main building that most show participants were too tired to hear about our compact gun rests. Fortunately, despite that, we were able to make several sales and learned that we could compete with bigger companies.”

Lackey says that his SHOT Show experience taught him the value of attending the show. “I learned more

4 ■ Shot BuSineSS Daily ■ day 4, January 21, 2011

from the SHOT Shows and from fellow exhibitors than from any other business influence. We learned from the veteran exhibitors how best to approach retail buyers, and what the buyers were really seeking. And above all, we got to look into the faces of some smart retailers and see how our single-SKU product line stacked up again the competition.”

Today, the company has grown to become the number-one compact gun rest manufactuer in the world.

This year, the product line includes 13 different gun rests.

For 2011, the company is introducing new color options—desert

camo, brown, black, orange, pink and green. “Each color appeals to specific consumer preferences,” he says. “For instance, the brown and green rests are designed for more traditional, heavily wooded areas, while desert camo rests are ideal for sandy, desert and rocky environments. Black rests are the color of choice for tactical, police and military markets. The real shocker was the level of interest in less-traditional colors, like pink and orange. But by listening to hunters, dealers and our reps, we learned that these individual preferences did have very real-life applications.”

Looking around his 2011 booth, Lackey says, “Who knows where I would be today without the knowledge gained at the earlier SHOT Shows. There is nothing else in the world that compares to this experience.” Booth #4229. (740-917-9135; thunderboltcustoms.com)

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NEWS

NSSF

With BuckWear’s New Hats, T-Shirts & Casual Wear!

Slaton L. White, Editor Margaret M. Nussey, Managing Editor David E. Petzal, Shooting Editor John Burgman, Assistant Editor Maribel Martin, Senior Administrative Assistant James A. Walsh, Art Director Shayna Marchese, Associate Art Director Andrea C. Uva, Assistant Art Director Justin Appenzeller, Photo Editor Paul L. Catalano, Production Manager

CONTRIBUTING EDITORS

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

Eric Zinczenko, Vice President, Group Publisher ADVERTISING: 212-779-5509

John Graney, Associate Publisher Gregory D. Gatto, National Endemic and Online Director Paula Iwanski — Northeast Brian Peterson — West Stephen Mitchell — Southeast Classified: (800-445-2714) Francis McCaffrey Elizabeth A. Burnham, Associate Publisher, Marketing & Online Services Ingrid Reslmaier, Marketing Design Director

BUSINESS OPERATIONS

Tara Bisciello, Business Manager

CONSUMER MARKETING

Robert M. Cohn, Consumer Marketing Director Ray Ward, Senior Planning Manager

MANUFACTURING

Stefanie LaBella, Associate Production Director Laurel Kurnides, Group Production Director Barbara Taffuri, Production Director

THE BONNIER CORPORATION Jonas Bonnier, Chairman Terry Snow, Chief Executive Officer Dan Altman, Chief Operating Officer Randall Koubek, Chief Financial Officer Mark Wildman, SVP, Corporate Sales & Marketing Bruce Miller, Vice President, Consumer Marketing Lisa Earlywine, Vice President, Production Bill Allman, Vice President, E-Media John Haskin, Vice President, Digital Sales & Marketing Shawn Larson, Vice President, Enterprise Systems Cathy Hertz, Vice President, Human Resources Dean Turcol, Vice President, Corporate Communications Michael Starobin, Vice President, Corporate Communications John Miller, Brand Director Stanley Weil, Director, Licensing & Merchandising Martin S. Walker, Publishing Consultant Jeremy Thompson, Corporate Counsel

SHOT BUSINESS (ISSN 1081-8618) is published January, February/March, April/May, June/July, August/September, October/November and December by Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695, and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320).

Volume 19, issue 1. Copyright © 2010 by the National Shooting Sports Foundation. All rights reserved. Editorial, circulation, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000).

Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 064702359. 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. REPRINTS: Wrights Reprints, 877-652-5295. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 1884, Lowell, MA 01853-9982.

Printed in the USA.

For editorial inquiries, visit Venetian Level 3, San Polo 3504, in the Sands Expo & Convention Center.

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12/17/10 1:40 PM

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12/7/10 3:02 PM

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The Sky Is the Limit

In an age of global research and communications, one company attending the SHOT Show is expanding its resources in a large way. The Original Muck Boot Company, a division of Honeywell Safety Products, has joined forces with the parent company’s global research facility in Shanghai, China.

The Center of Excellence, a think tank with a multibuilding campus, employs more than 900 people, including engineers, computer science specialists, chemists and numerous Ph.d.s. as part of the Honeywell family, HSP is assigned its own research team that works on new materials and designs for the u.S. division, which includes the Muck Brand, Servus, ranger, Xtratuf and its fire-protective footwear.

“The staff is an amazing resource for a company of our size,” says Tom alger, general manager of Honeywell Safety Products, Footwear division. “This facility allows our division to access cutting-edge technology that could literally change the direction of our product line.” although alger is not willing to elaborate on any specific research that the company is working on, he did say, “The sky is the limit. We look forward to out-of-thebox, creative discoveries.”

Collaborative research teams from both the united States and China spend time studying products and production on both sides of the planet to search for unique niche opportunities.

“This is an excellent example of cross-cultural product research at its best. We look forward to bringing products in the coming decade that will set new standards in comfort and footwear safety,” he says Whether this innovative partnership creates new products in adhesives, fit, extreme cold protection or simple ways to improve waterproof breathability, Honeywell has made a commitment to invest extraordinary resources to an end consumer that’s just looking for a warm, comfortable way to take a whitetail. Booth #7303. (800-695-5969; honeywell.com/spectra) —Peter B. Mathiesen

Top photo, dealer of the year presentation. Left to right: denny Prebel, Mike Goschinski, Patty Wheeler, Tom O’Keefe and Brett Flaugher.

Bottom photo, distributor of the year presentation. Left to right: Gary Zurn, Eric Hickey, rick Papendick, andy Melville, Tom O’Keefe, dennis Spindler and Brett Flaugher

Winchester Awards

W

inchester Ammunition presented the 2010 Distributor of the Year Award to Big Rock Sports during the 2011 SHOT Show. Every year, Winchester Ammunition recognizes a distributor who sets a high standard of service to dealers and displays its loyalty and support to Winchester Ammunition.

For several years, Big Rock Sports, headquartered in Newport, North Carolina, has exemplified these high standards. However, this past year the ammunition manufacturer believed Big Rock had gone above and beyond all others to make it the ideal recipient and representative of the 2010 Winchester Distributor of the Year Award.

“The relationship between Winchester and Big Rock Sports is essential to our success,” said Brett Flaugher, vice president of sales and marketing for Winchester Ammunition. “They bring tremendous value and service to the independent dealer base, along with unique marketing concepts.”

Big Rock Sports is one of the largest wholesalers in the country for hunting, fishing, camping and outdoor lifestyle merchandise, and every January holds two of the largest distributor shows in the country. “We are truly honored to be recognized as the Distributor of the Year by Winchester Ammunition,” said Ed Small, CEO of Big Rock Sports. “Winchester has a proud tra-

Sako Celebrates 90 years In 1921, an entity with the unlikely name of The Firearms and Machine Workshop of the Civil Guard was founded in Helsinki, Finland. We now know that company as Sako, a builder of premium bolt-action hunting rifles. But back then, just after the country gained independence, its mission was to manufacture and maintain firearms for the army.

By 1930, machinists and designers started to build the bolt-action sporting rifles that would make its reputation. As demand for these rifles increased after World War II, Sako quickly grew into a global company known for superior out-of-the-box performance.

The 1950s and 1960s saw the development of larger caliber bolt-actions

8 ■ Shot BuSineSS Daily ■ day 4, January 21, 2011

like the Forester and Finnbear, and lever-action rifles like the Finnwolf.

Today Sako, a division of Beretta, makes a full line of rifles in a wide range of calibers, from .222 to .416.

These days, Sako is respected as one of the finest production rifles on the planet. After 90 years, it has proven that craftsmanship and reliability pay off handsomely. Booth #13962.

dition of providing dependable ammunition for its customers whether it’s for hunting, personal defense or target practice. We are proud to work with them to ensure that the future of the shootingsports industry will thrive for many generations to come.”

Winchester Ammunition also presented the 2010 Dealer of the Year Award to Fin Feather Fur Outfitters, located in Ashland, Ohio, during the 2011 SHOT Show. Every year, Winchester Ammunition recognizes a dealer who sets a high standard in sales and promotions. Fin Feather Fur Outfitters met Winchester’s high standards of excellence by providing a high level of goods and services, all of which enhance its customers’ appreciation, enjoyment and knowledge of the outdoors.

“We are flattered to receive this award for the second time in our 25 years of business,” said Mike Goschinski, founder of Fin Feather Fur Outfitters. “We thank Winchester and all of our dedicated customers for our success over the years, and we are proud to represent the Winchester brand.”

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

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

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

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NEWS

On Hunting and Humility

A

s a competitive shooter who happens to hold multiple world records, 18-year-old John Michael McGrath sometimes just wants to go wingshooting.

But what bird stands a chance against a young man who once broke 224 out of 225 targets at a National Skeet Shooting world championship match?

“I love to hunt when I have the time, especially for doves,” said McGrath. “Sometimes they’re even challenging to hit.”

Considering the average hunter

John Michael McGrath holds multiple world records in shooting.

shoots more than seven times for every dove he kills, McGrath calling the dove “challenging” might be the

understatement of the year.

But the young Oklahoman, who first picked up a shotgun just after his 11th birthday at Boy Scout Camp and thought shooting was “kind of fun” and felt he was “kind of good at it,” is an understated kind of guy.

You wouldn’t expect humility from a young man who in seven short years has racked up an impressive list of 28 world and national shooting titles,

Mossy Oak Partners with Ram Trucks

The heart of the design for Trijicon’s AccuPin bow sight lies in its triangular aiming point and clear pin.

Trijicon Sight Enters Bowhunting World

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rijicon has enjoyed spectacular sales supplying the military with product such as the ACOG tactical scope and hunters with the acclaimed AccuPoint self-illuminated scope. With success such as that, why would the company decide to pursue the bowhunting market? Because it believes it can deliver a better product.

“This is part of our controlled-growth strategy,” says Tom Munson, Trijicon’s director of sales and marketing. “It’s a way for Trijicon to enter a new market and expose new customers to the value of Trijicon optics and the unique benefits they provide.”

The AccuPin bow sight, which makes its debut at the 2011 SHOT Show, is the result of faith and intense research and development. The heart of the design lies in its triangular aiming point and clear pin. With zero MOA and zero obstructions, this one-of-a-kind configuration has an aiming tip that actually points to the target rather than obscuring it. This entirely new perspective gives archers confidence by providing increased visibility, accuracy and dependability, resulting in precision shot placement.

But, when you get right down to it, the new

including gold medals in the Junior Olympics and ISSF Junior Men’s World Championships. And true to form, when asked about the secret of his success, McGrath gives credit to those who helped him along the way.

“Starting with Skeeter Radke, a coach at my local gun range, I’ve been fortunate to have some great people help me with my shooting,” said McGrath. “That’s the most important part of becoming a better shooter. Listening to your coaches.”

John Michael McGrath is at the 2011 SHOT Show on behalf of the Scholastic Shooting Sports Foundation and making scheduled appearances at the SSSF. Booth #L249.—David Draper

sight really hasn’t strayed all that far from the company’s core competence—the Trijicon dualillumination/battery-free system that was pioneered and perfected in the company’s riflescopes.

“We clearly had the resources to research and bring to market a state-of-the-art, fiber-optics-based sight,” says Munson. “Compared to existing sights, the AccuPin is a completely different product.”

One reason the company felt confident undertaking the challenge was the ongoing passion of many of its engineers for bowhunting. It made for a natural testing base. “And our product technology lends itself perfectly to this application,” Munson says, noting that Trijicon customers were also asking for an archery application.

Munson acknowledges the sight is priced at the top of the category, but says, “Actually, we view that as a good thing. We decided to come to market with the finest product we could build. No excuses. It also has the best warranty. We realize this isn’t a sight for everyone, but those that do buy it will receive excellent value for their investment. It will be the last sight a bowhunter will ever purchase.” Booth #11923. (248-960-7700; trijicon.com)—Peter B. Mathiesen

10 ■ SHOT BUSINESS DAILY ■ DAY 4, JANUARY 21, 2011

It seems like a fact of life that outdoorsmen love powerful trucks. With that in mind, it seems only logical that an established brand like Mossy Oak would partner with an automotive giant like Ram Trucks. The companies recently announced a union geared toward the American sportsman.

As part of the partnership, the Ram Truck brand will become a major sponsor of Mossy Oak’s produced TV shows. In addition, Ram Trucks and Mossy Oak are exploring new product features, accessories and merchandise. They are also announcing the release of Ram Trucks that are accented with Mossy Oak camo on the outside and packed with features on the inside that outdoorsmen will find useful, including power seats, multiple interior lights and a Sirius radio connection.

“The folks at Ram Trucks are as proud of their brand as we are, and rightfully so,” says Ronnie “Cuz” Strickland, executive vice president of Mossy Oak. “To have Ram step up to communicate with outdoorsmen through our Mossy Oak programming speaks volumes about their commitment to the outdoors,” “There are three primary needs of outdoorsmen,” says Joel Schlader, brand manager for Ram Trucks. “A rugged and durable exterior, trailer towing and, finally, comfort and convenience for our lifestyles.”

The partnership is moving forward with those tenets at the forefront of truck design.

—John Burgman

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Field & Stream to Put Survival Skills to the Test F

ield & Stream is going to put survival skills to the ultimate test in 2011 through a partnership with experienced adventurer, hunter, fisherman and survivalist Jim Baird. The new “Field & Stream Adventurer” will chronicle Baird’s extreme backcountry expeditions online and in the magazine as he sets out on a series of trips deep into the most remote and harsh locations in the Canadian wilderness, relying on his survival, hunting and fishing knowledge to see him through safely.

“The greatest adventures are those that require a strong survival skill set to complete,” says Anthony Licata, editor of Field & Stream. “Baird and his team will be traversing parts of Canada inaccessible to those without a strong knowledge of advanced survival techniques, which he’ll need to use to find food and shelter along the route.

Beyond just catching and killing his own food— which is challenge enough—Baird’s trips will also highlight his understanding of backcountry emergency medicine and resourcefulness in finding and

Jim Baird, a 29-year-old adventurer from Ontario, specializes in backcountry travel. His survival adventures will be chronicled in Field & Stream and at fieldandstream.com.

making shelter even in nasty environments.”

Baird is a 29-year-old adventurer from Ontario, Canada, who specializes in backcountry travel, often by canoe. He is also a hunting and angling expert who feeds himself on his travels by catching

and killing his protein. Baird’s extensive experience in remote environments has also given him a solid, practical foundation in survival skills.

Given where he’s going, he’ll need to draw on all his expertise in order to survive. “The expeditions I’m going to undertake for Field & Stream Adventurer will be long, hard journeys, but I’m excited to see if I have what it takes to make it,” says Baird.

Prior to each expedition, Baird will guide readers and online visitors through the essential skills today’s outdoorsmen and outdoorswomen need to survive in the wilderness. His adventures will be highlighted in a series of exciting online videos and blogs at fieldandstream.com as well as in the magazine. The new Field & Stream Adventurer is set to launch on fieldandstream.com in early 2011.

new live hunt hosts Outdoor Channel Is Getting Viewers Involved in Conservation For years, sportsmen have turned to the Outdoor Channel to fuel their passion for hunting, fishing and shooting. Last year, however, Outdoor Channel asked its viewers to do more than sit back and watch. With the creation of Outdoor Channel Corps, it challenged outdoors enthusiasts everywhere to get involved by volunteering to help with conservation efforts that the Corps was organizing across the country. Viewers answered the call with enthusiasm.

“Conservation has always been a core part of Outdoor Channel’s mission, and the creation of the Outdoor Channel Corps is a way to leverage the unrivaled strength of the network’s brand to create long-lasting positive effects on public lands,” says denise ConroyGalley, senior vice president of marketing and research.

More than 2,500 volunteers signed up to be part of the Outdoor Channel’s inaugural Conservation Tour of duty, held last September in conjunction with national Public Lands day. The volunteers worked on conservation projects across eight states. From California to new york and Florida to Hawaii, volunteers cleaned and improved more than 20 miles of trails and shorelines and cleared more than 3,000 pounds of garbage from natural areas.

“In the upcoming year, look for even more opportunities for Outdoor Channel fans to become further involved in Outdoor Channel Corps and take proactive preservation measures to make a difference in our shared heritage,” she says.

In the next five years, the Outdoor Channel Corps hopes to get more than one million volunteers to participate in conservationrelated projects. Based on the success of its inaugural year—and the passionate commitment of its core viewers—it’s unlikely that they’ll have much trouble accomplishing that goal. They might, however, have trouble finding any outdoor enthusiasts who are left sitting on their couches watching TV. Booth #L213.—Christopher Cogley

12 ■ Shot BuSineSS Daily ■ day 4, January 21, 2011

Outdoor Life introduced on Tuesday at the SHOT Show an all-new team for its popular Live Hunt online program.

New for 2011, two hosts—Aron Snyder and Tyler Freel—will take to the wilds of North America in search of elk, moose, bear and more, reporting live as their adventures unfold.

“Live Hunt is one of our most popular Web destinations, and having two hosts is going to make it even better,” said Todd Smith, editor-inchief of Outdoor Life. “We’re going to double the excitement and have two guys on season-long Western hunts going after everything from elk and mule deer to grizzly bears, and they’ll be keeping us updated on their progress along the way.”

Snyder and Freel will chronicle their high-octane hunting adventures with Live Hunt diaries, using videos, photo galleries and blog posts to allow users to follow all of the action as it unfolds. Both hosts are experienced outdoorsmen who will utilize all of their skills on hunts this year.

Live Hunt host Aron Snyder was born and raised in a small logging town in Oregon’s Cascade Mountain Range, where he began hunting at a young age. His passion for the outdoors really took hold at age 14, when he began an annual job with the U.S. Forest Service as part of a trail crew.

That experience led Snyder to join the U.S. Army at 17, where over the next eight years he honed his skills by attending Mountaineering School, Survival School, Air Assault School, Airborne School and Ranger School.

These days, Snyder’s passion is backcountry bowhunting, which has led him to spend an average of 100 days a

Tyler Freel (pictured) and aron Snyder are the new hosts of Outdoor Life’s Live Hunt Web series.

year in the wilderness.

Tyler Freel was born and raised in southern Colorado, where he was introduced at a young age to hunting, fishing and trapping by his father and older brothers. At 16, Freel and his family moved to Fairbanks, Alaska, where he fully embraced the state’s outdoor opportunities. An accomplished hunter, Freel has taken numerous moose, caribou, bears, blacktail deer and Dall sheep over the years.

He’s also an active trapper and a competitive tactical pistol and rifle shooter.

“We’re excited to double the coverage on Live Hunt with the addition of Aron and Tyler,” says Smith.

“They’re both expert outdoorsmen, and their adventures this year will entertain and captivate our online users. I can’t wait to see where their extreme hunts lead.”

The new season of ’s Live Hunt is set to launch in May at outdoorlife .com/livehunt.

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NEWS

PROUD

©2011 BEN CH MAD E K N IFE CO. O R EG O N CITY, O R, USA. BEN CHMADE.CO M

USA

Do n w o your staffers k know the features of the Leupold VX-3l 4.5–14X50mm riflescope?

They’d better.

Cyber Training

Product knowledge is often the key to a sale.

Here’s a fast, efficient method for keeping your employees up to date By Scott Bestul

M

ost successful shop owners already know that there’s no such thing as a dumb question (for customers, at least). But savvy retailers also recognize this: The brainless query is fast becoming extinct. Many of today’s shoppers won’t enter a store before researching a product category, and the questions they ask are rarely pop flies.

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

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

On Their Own Time

470 EMISSARY™

a thing of beauty

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

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

VanderHoek utilizes the resources at 3point5.com, an online venue that represents 15 product manufacturers. His employees can go to the site, click on the icon for a specific manufacturer and participate in an in-depth online session at their own pace. “We’ve really been impressed by the format of the training modules,” VanderHoek notes. “They’ve kind of made a game of it; you go through the information, take a quiz on what you’ve learned, and then the program compares your scores to those of other employees at stores across the country.”

There are incentives for acing the test, too

(beyond simply making your boss happy and getting a warm, fuzzy feeling from all the stuff you now know). “Leupold, for example, offers discounts on their products according to how well you score on the quiz,” VanderHoek says. “Employees can earn up to 50 percent off on Leupold products, which they can redeem right at our store. Other companies offer similar programs and incentives.”

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

They also offer a more historic perspective of the manufacturer, which illustrates product development and recent updates. That’s something that our knowledgeable customers really appreciate from our employees—the customer has often researched handguns, for example, but he doesn’t know what differentiates one company from the next.”

User-Friendly

Though online education is certainly a departure from traditional training methods, VanderHoek is convinced the genre will continue to grow. “Our younger employees are totally comfortable with it, as they’ve grown up with computers,” he says.

“But even our more senior employees are enjoying it. The companies have done a great job of keeping it user-friendly and enjoyable to participate.

And everyone appreciates being able to log in on their own time—even at home. And, of course, the incentives don’t hurt a bit. We’ve been so pleased with this method that we’ve considered creating our own online, store-specific training program.

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

Other Online Training Venues AXIS ® ASSIST MECHANISM S30V PREMIUM BLADE STEEL CNC MACHINED ALUMINUM HANDLE

VISIT US IN BOOTH #10357

sd04_p14_NEWS.indd 14

The National Shooting Sports Foundation (NSSF), one of the top supporters for shooting-sports retailers, is also getting more involved in online help for gun shop owners. The NSSF recently launched a webinar series as well as an online video-education series for firearms retailers. For both projects, the NSSF enlisted the help of industry marketing specialist (and SHOT BUSINESS contributing editor) Bill Kendy. To participate, visit nssf.org, click on the icon marked “Industry,” then navigate to the “For Retailers” section to view and/or download these webinars and videos.

12/22/10 12:16:53 PM

Visit us in booth # 13968 in the Law enforcement section and ask about our shot show speciaLs.

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11/29/10 11:54 AM

ir

PRODUCTS

Gamo Whisper CFR (top) in .177 caliber has a nonremovable noise dampener that provides up to 52 percent noise reduction. Socom Extreme (middle) is now available in .22 and .25 versions. The .177-cal Varmint (bottom) delivers 1,400 fps (bottom) when it fires Platinum .177 ammo.

Power and Performance

Air guns “pump up” to higher levels this year; 2011 brings a brand-new big-bore hunting caliber, as well By Jock Elliott

I

t’s past time to turn your customers on to new shooting possibilities with the latest air guns.

The guns not only open up many places for shooting and hunting where centerfire and rimfire firearms are forbidden, but cost only pennies per round to shoot—a big incentive, given the sluggish nature of the economy. Another big plus: They’re just plain fun for everyone from the old hand to the youngest shooter-in-training. Even better, air guns can add handsomely to your bottom line. Here’s what’s new for 2011.

Crosman The C41BB blowback semi-auto is styled to resemble famous German pistols of World War II and comes with an 18-round magazine.

s n

AirForce A c A Airguns gu

Ai AirForce Airguns is bringing out itss p popular Condor and Talon SS rifles— the original AR-type air guns—in red and blue. These are the same precision guns that brought precharged airgunning to the U.S. They still feature Lothar Walther precision barrels in .177, .20, and .22 calibers. The company’s signature multiple mounting rails and built-in velocity-control system are also retained. Booth #2036.

(877-247-4867; airforceairguns.com)

Crosman

er— w t3 0 5 1 m o AirForce s Airguns d n u t-p o f The y— Condor erg n an an h er Lothar Walther -calib y.2 - preciim Red features ire. in iled.177, .20 o and ,0 .22si, calie h sion barrel bers. It comes with a built-in velocity control system and multiple mounting rails for optics and lights.

po power—from fr 150 to 300 0 ffoot-pounds of o energy— e tthan any a .22-caliber rimr ffire. F Filled tto 3 3,000 p psi, tthe Rogue provides as many as 20 shots per fill and shoots consistently at 150 fpe. Through the patent-pend-

ing e-Valve, the remaining pressure is monitored in the reservoir and maintains constant velocity.

The Rogue’s built-in LCD screen displays the remaining pressure in the air chamber and reports other

Anschutz

Anschutz is introducing its Air-15, a target air rifle with the look and feel of an actual M16 A2. At the heart of the Air-15 is one of the world’s best Olympic target air rifle barreled actions, the German-made Anschutz 8001 with the 5065 trigger. The rifle is equipped with a M16-looking stock. The receiver sleeve, front sight housing, carry handle and hand guard are all machined out of solid aluminum; the magazine is machined from solid Delrin. The remaining components—such as the buttstock, pistol grip, sling swivels, front sight post and rear sight—are genuine Bushmaster parts. Booth #2843. (205-655-8299; anschutz-sporters.com)

Crosman Corporation is unveiling a new groundbreaking, electronic, precharged pneumatic air rifle created for hunters. The .357-caliber Benjamin Rogue is a multi-shot repeater equipped with an innovative microprocessor-controlled valve that extends the firing distance and provides accuracy and lethality out to 150 yards. It offers more knockdown 16 ■ SHOT BUSINESS DAILY ■ DAY 4, JANUARY 21, 2011

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der protection

THE NEW PPQ

PERFORMANCE. PROTECTION. QUALITY.

Cutting-edge German engineering ensures PPQ performance lives up to its looks. Featuring one of the best trigger systems on the market, PPQ introduces the new Walther Quick Defense Trigger™. Its short travel, light ™ pull and quick audible reset puts a fast, more confident response firmly in the palm of your hand.

WALTHERAMERICA.COM

SHOT Show Booth #14556 A

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Partner

12/8/10 5:04 PM

PRODUCTS

FX Airguns

FX Airguns is announcing the FX Independence—the first self-contained precharged pneumatic air gun in the industry. With the Independence, the shooter gets all the features of a precharged pneumatic without the need for air tanks or external pumps. Also included are a highpower 12-shot repeater, zero recoil and whisper-quiet muzzle report. FX also incorporated its newest Smooth Twist barrel design into the rifle. With no cut grooves in the barrel, the pellet is not distorted by rifling, which makes the pellet fly straighter in the wind. The new design adds an external twist to the barrel, which puts spin on the pellet for stability and long-range accuracy. Booth #2333. (480-461-1113; airgunsofarizona.com)

variables controlled by the microprocessor. By controlling the open time of the valve via the LCD screen, shooters can adjust shot velocity and make adjustments to the settings for the grain weight of the ammunition. The Rogue has a 25-inch baffled .357 barrel, a two-stage electronic, adjustable trigger with dual electronic switches, and comes with sling studs, fill adaptor and a degassing tool.

Crosman is also introducing two new gas blowback air pistols, each featuring a full-metal frame, slide and barrel. Both of the new CO2 blowback pistols are semi-automatic repeaters equipped with front blade and rear notch sights. The new C41BB is modeled after the famous German pistols of World War II and features an ambidextrous, checkered, wood-grained grip and an 18-round

Daystate LTD

Proof that air guns are growing in popularity, the world-renowned shotgun maker Marocchi Arms has purchased the U.K.based Daystate air gun manufacturer.

Agreeing to keep the British factory running in the original facility with the British staff, these two industry leaders are working side by side to continue to develop and innovate. As the pioneers to modern precharged air-gun technology, Daystate was the first to use electronically controlled firing systems in its air guns. The latest version is labeled the Mapped Compensation Technology (MCT) because it uses a combination of a digital pressure sensor in the air cylinder and a computer-mapped algorithm to maintain a consistent velocity for maximum shot count and air efficiency.

The rifle is designed to do all the work without the shooter having to do anything outside of the normal functions. The safety catch is the on/off switch, and the trigger works just like that on a traditional rifle.

Booth #2333. (480-461-1113; airgunsof arizona.com)

magazine. The C51BB holds up to 20 4.5mm BBs and resembles a standard U.S. service pistol, with a comfortable polymer grip. Each model is powered by Powerlet 12-gram CO2 cartridges and includes lever slide-lock-type safeties. Booth #12740. (800-724-748; crosman.com)

Gamo USA

Gamo is introducing the new Varmint Hunter HP line of air rifles that feature higher velocity than standard air rifles. The .177-cal. Varmint Hunter HP spring-piston break-barrel air rifle delivers 1,400 fps with the Platinum .177 ammunition. It has a fluted polymer bull barrel and includes a 4x32 Varmint Hunter scope with laser and light. It weighs 6.61 pounds and has a cocking effort of 41 pounds. The Varmint Hunter HP .22 version has more impact energy and delivers a velocity of 1,000 fps in Platinum .22 ammunition. SRP: $339.95.

The Whisper CFR is a new .177-cal. fixed-barrel air rifle that delivers 1,100 fps with Platinum ammunition. It has a new barrel with a nonremovable noise dampener that provides up to 52 percent noise reduction. It has an under-lever cocking system and a rotating loading breech. It also incorporates a new all-weather stock design with adjustable cheekpiece, rubber grips and a new Gamo recoil pad. Weight is 8 pounds; length, 46.85 inches. SRP: $349.95.

The Socom Extreme series has been expanded with two new calibers (.22 and .25) and a new scope. The new Socom Extreme in .177, .22 and .25 features a new 3–9x50 RGBD glass-etched scope with illuminated reticle. With Platinum ammunition, expect to see 1,650 fps (.177 version), 1,300 fps (.22 version) and 1,000 fps (.25 version).

This series is one of the best air-rifle hunting solutions. Due to their power and performance, these models are one of the best air-rifle hunting combos going. Weight is 9.5 pounds; length, 45.5 inches. Cocking effort is 55 pounds. SRP: $449.95.

The PBA bullet is the new PBA pellet from Gamo. It features a copper layer and a longer skirt that enables it to deliver 30 percent more terminal impact. This pellet is the ultimate varmint-hunting pellet, and will be available in .177 (150 pellets) and .22 (100 pellets). Booth #11053. (954-5815822; gamousa.com)

Umarex USA

Umarex USA is introducing a line of Browning Air Rifles with sleek lines and powerful accuracy.

The Gold Series rifle comes in both .177 and .22 calibers, and is available in a wood or synthetic stock with rubber inlays. The Browning X2 is a

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PRODUCTS

Leapers

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We’re bringing the hunt to SHOT SHOW 2011.

Stop by booth #10951 to take a shot at claiming the top score in America’s premier hunting game.

You could win a free pair of boots or a Nintendo Wii™ Hunting Game Package.

LIFE ISN’T ALWAYS COMFORTABLE. YOUR BOOTS SHOULD BE. muckbootcompany.com

The new 30mm 3–12x44 compact-size Illumination Enhancing Scope is the latest introduction from Leapers. The illuminated scope provides a select 36 colors from a full-color spectrum and the popular red/green Dual Illumination. Built on the True Strength (TS) Platform, this scope is completely sealed and nitrogen-filled. It is shockproof, fogproof and rainproof.

In addition to the trademark zero-lockable and resettable target turrets, it also has the SWAT (Side Wheel Adjustable Turret), designed for easy-to-reach parallax adjustment.

Breaking away from the traditional illumination rheostat, the EZ-TAP Illumination System is ergonomically low in profile, convenient to reach and operate, and even offers a high-tech memory feature for color and brightness. Features include a mil-dot reticle for range estimatlens coating for best light iing, multi-emerald t h ig l for ttransmission, ae ig n r p l best a tim b s precision design d s fo optimal o windage/elevation adjustment and a set of w g f o AccuShot 30mm medium profile rings, integral Ac l a sunshade and flip-open lens ps a c s n . e caps. s SRP: $ $109.97. Booth #1758, #1858..

S (734-542-1500; leapers.com) ) ( m 3 o

Umarex The Walther Lever Action (left) has been upgraded and can now fire at least 450 rounds at constant pressure. The Browning Gold Synthetic (right) comes in .177 and .22 calibers.

dual-caliber pellet rifle that includes two barrels— one sized for .22 caliber pellets, the other for .177.

The Browning Leverage is an under-lever model with a fixed barrel. Retail prices for the new Brownings start (with the X2) at $169.99.

New to the Ruger line of air guns offered by Umarex USA is the break-barrel Air Magnum and a CO2-powered pellet rifle. The Air Magnum is a magnum-powered pellet rifle that is advertised as achieving 1,200 fps with a lead pellet and 1,400 fps with a hyper-velocity pellet. The CO2 offering is a single-shot bolt-action rifle with a wood stock that uses two 12-gram CO2 capsules. Both are offered in .177 caliber at a retail of $129.99 for the CO2 and $199.99 for the Air Magnum.

The single-shot Pneuma, a precharged pneumatic offering under the Hämmerli brand, is being replaced by the Pneuma Elite10. It’s the same rifle, but with a 10-round rotary magazine that will retail for around $350. In addition, one of the most interesting air guns this year is the Hämmerli CR20. It transfers the attributes of large-caliber sniper rifle to an air gun, with a wealth of quality and fine adjustments that make it suitable for competition shooting. The elegant matte-black finish, futuristic stock and striking muzzle brake combine to make a real eye-catcher.

Walther’s newest introduction in air guns is the PPQ. It’s a new replica pistol that will shoot either .177 pellets or steel BBs at 360 fps. It has a metal slide, rifled barrel and adjustable rear sight, and holds 8 rounds at a time. SRP: $59.99. Also new to Walther air guns is a new version of the Western legend, the Lever Action rifle. The proven, reliable Walther Lever Action design has been upgraded to accept an 88-gram CO2 capsule. It can fire at least 450 rounds at constant energy.

SRP: $430. Booth #14856. (479-646-4210; umarexusa.com)

©COPYRIGHT 2011 THE ORIGINAL MUCK BOOT COMPANY NINTENDO WII™ IS A TRADEMARK OF NINTENDO OF AMERICA INC.

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12/22/10 12:33:26 PM

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trophy cam™ The short magnum of trail cameras. An astounding 1-year battery life, 1-second trigger speed and new Field Scan time-lapse technology round out the industry’s most impressive lineup of features. bowhunter™ chuck adams edition With ARC, the industry’s most advanced technology. Tested, proven and endorsed by the world’s most successful bowhunter.

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ot t bo 51 h #12 9 12/20/10 3:29 PM

PRODUCTS

Soft Air USA A Colt M4 replica joins the line this year. Mossberg replica shotguns (both pump-action and semi-auto) will also be available in 2011.

Low Cost, High Fun

Replicas rule By Jock Elliott

T

he airsoft category continues to move well. These replica firearms, which shoot 6mm plastic BBs, are favorites for force-on-force training, scenario play and backyard fun.

Here’s the latest for 2011.

Aftermath Airsoft

As the result of an exclusive agreement between Gamo Outdoor USA and ASG licensed products for the USA market, a new Aftermath and Stunt Studios product range will be launched during the first quarter of 2011. The new products will include very well known licensed brands and products like Franchi, Cêská Zbrojovka (CZ), Steyr Mannlicher, Dan Wesson and popular Concern Izhmash Dragunov SVD. This new product range will feature the CZ 75D, the Dan Wesson revolver, the Steyr AUG rifle and the Franchi shotgun, to mention only a few.

Booth #11053. (954-581-5822; aftermathairsoft.com)

retractable stock and ergonomic pistol grip. Crosman Airsoft’s new Pulse DP4 offers the versatility of a springpowered single-shot mechanism or battery-powered semi- or full-automatic mode. The advantage of dual power is the ability to pre-cock the gun, providing a swift trigger

response, while the electric mode allows rapid fire for a continuous stream of BBs. Booth #12740. (800724-7486; crosman.com)

Game Face

Game Face Airsoft, a division of Crosman Corporation, is introducing its first professional-grade airsoft rifle featuring a versatile, foldable stock. The Game Face Elite Assault Rifle is also a full- or semi-automatic AEG with velocities of up to 330 fps, and fires up to 910 rounds per minute via its high-capacity magazine.

Game Face Airsoft is also introducing two new airsoft pistols: the Elite Combat GBB and the Mayhem GBB, both gas-blowback, semi-automatic airsoft pistols powered by CO2.

The Elite Combat GBB pistol has a full-metal slide and frame, and a comfortable grip. This pistol includes

realistic recoil action and a full-metal magazine that features integral CO2 valving and drops out at the push of a button. Simply push in a new mag for quick reload of ammo and fresh CO2, which provides delay-free combat action. The Elite Combat GBB reaches up to 330 fps with .12gram BBs. The Mayhem GBB offers convincing feel, hold and recoil action with its polymer frame, metal slide and fully functioning blowback operation.

Realistic weight adds to the drama of this sidearm. For use in CQC and training exercises, the Mayhem reaches up to 1 joule of energy and is equipped with a quick-detach slide for convenient maintenance. Its easyto-release full-metal magazine makes for delay-free loading of CO2 and BBs. Both blowback pistols are available now. SRP: $149.99, Elite Combat

Palco Sports

Palco Sports has added the FN Herstal officially licensed models to its 2011 lineup. Some of the FN models currently in the works for the new year are the SCAR, FN2000 and M249 SAW, with more to follow.

Palco’s line of Airsoft BBs continues to expand. Currently Palco Sports offers the entire line of King Arms BBs, from the .20-gram Platinum series to the .43-gram Heavy series, with a biodegradable line to be released shortly.

Palco Sports is officially the U.S. distributor of Bioval, a Swiss-made biodegradable BB. The Bioval BBmax BB is the most ballistically precise BB on the market. The patented finishing process, which produces a mirror surface on the BB, allows for very low drag when fired. The uniform density guarantees an accurate shot every time. Booth #3025. (800-882-4656; palcosports.com)

Crosman

Crosman Corporation, a leading producer of innovative products for the shooting sports, adds two new airsoft guns to its growing list of airsoft products. The new Bushmaster Carbon 15 is a full- or semi-automatic version with an alloy frame and CNC-machined rail system.

Designed for serious airsoft skirmishers, this submachine gun is driven by a full-metal gearbox with a hightorque motor and a high-output NiMH battery. It generates velocities up to 330 fps and is equipped with a 22 ■ SHOT BUSINESS DAILY ■ DAY 4, JANUARY 21, 2011

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12/20/10 2:41:46 PM

one polymer supplier could show you over 5,000 ways to turn your concepts into cash?

It can — when you work with PolyOne. We help manufacturers turn great ideas into real products.

With over 5,000 polymer and elastomer options, we make it easy for you to hit the mark by balancing weight, durability, fit and aesthetics, with a solution that meets the uncompromising needs of your customers, AND your bottom line. For answers to the biggest questions facing your business, visit www.polyone.com/options.

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12/13/10 4:41 PM

PRODUCTS

NEW TRANSITIONS SERIES CLOTHING: MORE COMFORT WITH LESS WEIGHT. AND NOW WITH MORE PROFIT FOR YOU. Learn more at Browning Booth #13940

Umarex The Beretta Model 90 spring-operated replica is new this year. It boasts a velocity of 260 feet per second.

GBB; $99.99, Mayhem GBB. Booth #12740. (800-724-7486; crosman .com)

Soft Air USA

Through Soft Air USA, Colt long arms will make their presence known in the airsoft community with new releases, including the ultra-compact Kitty Kat, the M4A1, the Tactical RIS and other M4 Silhouette AEG models to complete this new Colt line. Price points will start at $69.99.

Retooled and recently upgraded, Soft Air USA announces the Colt Field Duty Kit (#18980, Replica; #18981, Non Replica), new for 2011.

The rail-integrated system (RIS) is a perfect accompaniment for mounting optics, bipods and other vital tactical accessories. The M4 is paired with a 1911 pistol in a combination package.

The Mossberg line of shotguns will also be expanding with all-new releases of tactical- and traditionalstyle pump-action-spring shotguns.

Stronger than ever, the Thompson line of AEGs offers models for players from beginner to experienced,

and everyone in between. No matter if you prefer the Military M1A1 style or the Chicago Typewriter, there is a model to suit. Booth #3025. (817-7174300; softairusa.com)

Umarex USA

Umarex USA’s airsoft offering is rapidly growing now that Umarex has a new licensing agreement with Beretta for airsoft replicas. This year will see the Beretta Elite II in a CO2-powered airsoft pistol that can shoot at 380 fps. There will also be a number of replica Beretta offerings in springoperated pistols—the new model 90 Two, the 92A1 and the Px4 Storm.

Each shoots at a velocity of 260 fps.

Rounding out the Beretta airsoft line debuts for 2011 is an electric 92A1 pistol offering a velocity of 150 fps and both semi- and full-auto function.

Umarex is also adding to the Combat Zone brand with a MAG-9 and a MINI-5. The MAG-9 is a fullauto AEG that runs on AA batteries, has an 120-round magazine and shoots at 200 fps. Booth #14856.

(479-646-4210; umarexusa.com)

Spartan Imports

Spartan Imports is expanding its line of high-quality and high-value optics and lights under the AMP Tactical brand. It’s also coming out with a comprehensive line of enthusiast-level quality precision BBs that range from .20-gram to .43-gram sniper-grade weights under the popular Javelin brand. Be on the lookout for a new line of airsoft guns and accessories that Spartan Imports will be introducing under the Javelin Airsoft Works brand. These guns will offer enthusiast-level features, including metal body parts, Lipo batteryready reinforced full-metal internals (as well as many with electric blowback feature) at aggressively competitive pricing, together with the peace of mind of a class-leading limited consumer warranty and consumer direct technical support. Booth #27103. (650589-5501; spartanimports.com)

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12/22/10 12:18:29 PM

Stop by the Woolrich Elite Series Tactical Booth #13162 for all these great activities and give-aways!

JANUARY 21 Tactical Skill Demos: 10:30 AM Covert Tactical Weapons Defense Demo 3 PM Selecting Appropriate Apparel in a Covert Environment

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10 AM – 12 PM and 2 – 4 PM Dick Kramer, military and SWAT artist, to sign and give away first color print 4 PM Cocktails and hors d'oeuvres plus Give-aways throughout the hour!

12/20/10 3:28 PM

f e at u r e

”Pull the Trigger” is a monthly e-newsletter that offers a number of embedded how-to videos designed to re-engage lapsed hunters and shooters. But the topics—which include how to sight in a deer rifle—will also appeal to new shooters.

“Pull the Trigger”

NSSF’s newest newsletter offers a nudge to get out and shoot By rob Staeger

Y

ou’re a busy guy. You look at the calendar, and all you see are dates marked off in red. You’ve got a wedding to go to, you have to take the kids to their soccer games and the driveway isn’t going to resurface itself. But there was something you used to do with your time… something you miss. If only you could remember what it was.

Then you get an e-mail, and it gently asks: Why not go hunting?

That’s the idea behind “Pull the Trigger,” a new monthly e-newsletter from the NSSF. Once a month, subscribers get an e-mail embedding a number of different videos aimed at rekindling an interest in hunting and shooting.

“As a culture, we’re busy people,” explains NSSF director of communications Bill Brassard, one of the people behind “Pull the Trigger.” “Even if you enjoyed shooting and hunting in the past, if you’re not getting an invitation to go, it’s out of your mind. Sometimes it takes a reminder to make you think about how much fun you used to have.”

“Pull the Trigger” is that reminder, offering a little nudge to subscribers each month. “It was a suggestion by NSSF senior advisor and trade liaison Doug Painter,” says Chris Dolnack, NSSF’s senior vice president and chief marketing officer. “He was thinking about the weekend projects that Popular Mechanics and Popular Science used to run—”Build a Birdhouse This Weekend,” that sort of thing—and thought it would be great to do something like that for hunting and shooting.”

What resulted was something akin to an online video magazine. Short video clips give reloading tips, demonstrations of drawing a handgun from a holster and lessons on how to sight-in right the first time. They serve as a reminder to lapsed shoot-

ers, but they also are incredibly informative to newcomers to the shooting sports.

Priming the Pump

“We want to give people something they can do over the weekend— something they can take immediate action on,” says Mark Thomas, NSSF’s managing director of marketing communications. “A lot of educational media forget about the guy who’s just getting started. If you didn’t grow up in a household that hunted, or never had anyone personally show you the ropes, you might not know how to start.”

“Pull the Trigger” primes that pump. “It’s designed to give people ideas on how to stay active, and perhaps provide some inspiration to go hunting or visit a range,” says Dolnack.

The newsletter was beta-tested in cooperation with GunBroker.com, using its 800,000-name mailing list.

The NSSF was extremely pleased with how it was received.

“It was an extraordinary response,” says Brassard. Beta-testing for the newsletter ended in August, when the NSSF rolled it out to the general membership, putting a subscription link and every issue up at NSSF.org.

“We had five hundred sign-ups the first week,” says Brassard. “We expect that number to grow at a healthy clip.”

And “Pull the Trigger” content is

reaching more than just the immediate subscribers. Other groups are welcome to repurpose the content to enhance their own newsletters and mailings. “Our members, state agencies, NGOs—they all can pick and choose content,” says Thomas. Just drop the NSSF a line, and they’ll send the content in whatever format you prefer. “It’s a great way to keep in touch with people.”

Great Message

The “Pull the Trigger” content is spreading a great message, and a cost-effective one, to boot. “With state agencies and NGOs, a lot of their budgets are down, and resources have been cut,” says Brassard.

“This is good information that they can use to reach people without expending a lot of resources.” A state agency, for instance, could use its database of hunting licenses to contact people and prompt them to go hunting again. The right video could help to re-ignite that interest.

While much of the content in “Pull the Trigger” is new, and generated by the NSSF (the organization has a broadcast-level studio, and often shoots 10 tips at once to make the most of each set-up), not all of the content is original.

Thomas and company scour the Internet for content that’s appropriate for the season, whether it’s from the membership, outdoor media, conservation groups or other part-

ners. They’ve gotten a good response, partnering with such entities as Field & Stream, Gunsite Academy and Gun Digest, among others.

The possibilities are endless.

“We’re interested in content from our members, as long as it’s not too overtly promotional,” says Brassard.

“We’re looking for clips that are more oriented toward skills and techniques than products.”

And the response has been overwhelming. “We’re certainly monitoring what gets clicked on or read,” says Thomas. “Our videos are getting huge numbers. The one with Charlie McNeese at Gunsite, showing people how he removes a gun from its holster—we’ve had forty to fifty thousand hits on that. Those are huge numbers for us.”

On Target

Those huge numbers will hopefully translate to more people in the field.

The NSSF has a stated goal of increasing participation in the shooting sports by 20 percent in the next four years. “We realize that’s a high goal to reach,” says Brassard. “We wanted to set the bar high so we really push for it. This is one of the ways we’re doing that.”

“The more we reactivate lapsed shooters, the closer we’ll be to that goal,” he says, “because a lot of these shooters are probably at an age to mentor new shooters. If not a son or a daughter, then maybe a grandson or granddaughter.” Instead of sending just one more hunter afield, the newsletter could help spur two or three new shooters.

It’s difficult to monitor precisely what effect “Pull the Trigger” will have. The NSSF won’t be putting any tracking mechanisms, like coupons, into the content. But there are indications that the message is getting through.

For one thing, the NSSF can see how many people are clicking on the static links to various hunting and shooting resources. Or, for example, they can see how many clicks there have been on a link to print out a target attached to a recent video on target shooting.

“That’s a good sign that they’re going shooting,” says Thomas.

“They’re probably not printing out a target just to have it hanging around.”

That sort of hands-on, instant participation is what “Pull the Trigger” is meant to inspire. And getting people out shooting, whether it’s in the field or on a range, is good for the industry as a whole.

“When people go out hunting and shooting, that’s what makes cash registers ring,” says Dolnack. “The NSSF’s mission is to promote, protect and preserve the shooting sports.

If we do all that, then commerce will take place.”

26 ■ Shot BuSineSS Daily ■ day 4, January 21, 2011

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Your Future Is Our Business

A

All of us are a part of the lucky few who make

a living pursuing our passion. We are the National Shooting Sports Foundation, the trade association of the firearms, ammunition and shooting industry. By

becoming a NSSF member, you enable us to attract,

excite and inform new hunters and shooters in every state about the sport we love . . . new enthusiasts mean more business for everyone. Whether it is in the field, on the range, in Washington, D.C. or 50 state capitals, we stand proudly as your voice. Help us make your voice louder and stronger where it counts.

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been to promote, protect and preserve our hunting and shooting sports. We are always shooting for more ways to increase participation

and attract more newcomers to hunting and shooting. Now more than ever, it’s time to take aim and shoot for more. It’s time for you to become a NSSF member. Besides privileges that range from significant national vendor programs to industry research and statistical reports, your membership is put to good use in promoting, protecting and preserving the sport we love. To join, contact Bettyjane Swann at (203) 426-1320 or bswann@nssf.org.

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Just the Facts

The nSSF’s range Partnership Grant Program, modeled after the successful Hunting Heritage Partnership program, was created to help shooting ranges attract—and keep— new participants.

NSSF’s Industry Reference Guide puts key information at your fingertips By Marilyn Stone

W

There’s a better way. Order the NSSF’s Industry Reference Guide. For the cost of a tank of gas, you can have one-stop shopping for hunting and shooting sports statistics. Every year or so, NSSF Research gathers reports from NICS, ATF, the National Safety Council, National Sporting Goods Association, U.S. Fish & Wildlife Service and the Annual Firearms Manufacturers Export Report from ATF and data from Responsive Management and Southwick Associates.

For nSSF members, a $30 investment (for the Cd version) will give you a wealth of valuable statistics and other key data in an easily searchable form.

In addition to delivering these standard reports in one place, the NSSF gives you a report that’s not available anyplace else—state-by-state statistics details on concealed carry permits.

“Information is the blueprint for success in any business, and especially in the shooting industry,” says Miles Hall, president and founder of H&H Gun Range and Shooting Sports Outlet in Oklahoma City, Oklahoma. “This guide is an essential part of understanding the big picture.”

In our sound-bite world, we often miss the big picture. Suppose a reporter calls you asking to visit your store for an on-camera interview because a local firearms issue has emerged and he wants to get an industry point of view. If you have the Industry Reference Guide, you can quickly find the needed information to support your position.

For More Information

For more information on nSSF research reports, contact Jim Curcuruto, director of industry research and analysis (203-4261320; jcurcuruto@nssf.org). To place an order online, visit nssf.org/research. To order by phone, contact dianne Vrablic, research coordinator (203-426-1320). The cost to members for the nSSF Industry reference Guide is $30 for a Cd, $60 for a print version. non-members pay $225 per Cd, $300 for a print version.

Grants Give Ranges A Big Boost NSSF funds go to work By Christopher Cogley

W

hen Barry Laws, president of Openrange, wanted to increase the client base for his gun store and shooting range outside of Louisville, Kentucky, he was looking for a very specific customer. You see, Laws had an idea.

“We believed that if we could attract people in the 20- to 35-year-old age range and solidify them in the shooting sports before they had families of their own, not only would they become customers, but they would then pass the tradition on to their children when the time came,” Laws says. “Once they’re past that age, they’re often just too busy with life’s demands.”

Laws believed that he could appeal to this age range, but it would take an unconventional marketing approach. It would also take a relatively small investment—one he couldn’t afford to make at the time. So he turned to the National Shooting Sports Foundation’s Range Partnership Grant Program for help. Modeled after the successful Hunting Heritage Partnership program, the Range Partnership Grant Program is a way to help encourage shooting ranges to implement marketing strategies that would expand their client base.

“With 2008 being the first year of a pilot program, we didn’t know how it would go,” says Melissa Schilling, manager of recruitment and retention for the NSSF. “But it went well.”

“With the grant that we got from the NSSF, we did some very cutting-edge, tongue-in-cheek advertising to reach out to that target age group,” Laws says. “Many new people came through our doors, so it was a great success.”

That success has persuaded Laws to push forward with other creative marketing initiatives targeting 20- to 35-year-olds, and he’s already working on submitting new proposals to the Range Partnership Grant Program.

“We’re a relatively new business, so ad funds are very, very tight,” he says. “We wouldn’t have been able to do that first marketing campaign without the grant. It allowed us to do something we believed strongly in, and do it well. That made all the difference.”

Schilling says that’s exactly the point of the program. “The more we can increase foot traffic at ranges, the better off we all are,” she says.

“With this program, we’re helping to increase awareness of the importance of ranges from both a recruitment and a safety standpoint. It’s a great opportunity for everyone to look at how we can work together to improve our industry.”

Standing Out

Although the NSSF is encouraging all ranges to apply for the grants, be aware—not just any proposal is going to pass the test. In 2009, the proposals submitted totaled $1.3 million, and the program has a budget of only $250,000. To compete against those odds, your proposal has to stand out.

“You have to start thinking about what else you can do to get repeat customers and be a destination, not just a store,” Schilling says. “That’s how you really grow the customer base not just for your range, but for the industry. The proposals that are trying to do that are the ones that really stand out.”

Standing out, however, doesn’t have to mean standing alone. Sometimes the best ideas to apply to your situation are the ones that have already been proven effective. Laws says that one of his goals for the advertising program he implemented was to prove what a valuable opportunity the 20- to 35-year-old demographic represents for the growth of the shooting sports. “My goal is to change the face of the industry,” he says.

Applications for 2011 grants are due in May. For more information about the Range Partnership Grant Program, go to rangeinfo.org/ grants or call Schilling at 203-426-1320.

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Furthermore, how do you know which information that pops up is the real deal? It may look legitimate, but who knows?

30 ■ Shot BuSineSS Daily ■ day 4, January 21, 2011

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The ruling in McDonald v. Chicago caused an initial spike in firearms sales, as new and traditional gun buyers flocked to stores. But a long-term outcome still remains to be seen.

Case Logic

What does the McDonald v. Chicago case mean to you? By Brian McCombie

L

ast June, the United States Supreme Court ruled that the individual right to keep and bear arms, protected by the Second Amendment of the U.S. Constitution, applies to the states and local governments. The case was McDonald v. City of Chicago, filed on June 28, 2008, a day after the Supreme Court’s landmark decision in District of Columbia v. Heller. In Heller, the High Court reaffirmed that the Second Amendment protects an “individual” right to keep and bear arms. Technically speaking, though, Heller did not decide whether or not the Second Amendment also applied to the states.

In McDonald, several Chicago residents, including retired maintenance worker Otis McDonald, filed a federal lawsuit challenging the city’s longstanding ban on handguns as well as a registration process for other firearms clearly designed to discourage gun ownership. The NSSF filed a friend-of-the-court brief in the case.

“This ruling is a victory for freedom and liberty,” says NSSF president Steve Sanetti. “All law-abiding Americans have the same Second Amendment right to keep and bear arms. Constitutional rights don’t stop at state or city borders. Cities like Chicago and New York and states like California must now respect the Second Amendment.”

Although the decision was a big win for our legal rights, will it have any impact on retail firearms operations? In fact, it already has in the case of one retailer, and McDonald has the potential to help firearms sales in the future.

As soon as the Supreme Court ruling came down, the media was awash with stories on the McDonald decision. That was great news for Miles E. Hall, owner of H&H Gun Range/ Shooting Sports Outlet, in

Oklahoma City, Oklahoma, an NSSF Association of Shooting Ranges FiveStar-rated facility.

“Anytime guns are in the news, it usually drives business,” says Hall.

“We had a number of people come in after the ruling, people who aren’t traditional gun buyers. Some of them even said to us, ‘With all this talk about guns, we wanted to see for ourselves what it’s all about.’”

Hall feels McDonald will provide some longer-term benefits, too.

“The best thing the ruling did was to tell people they do have a right to own guns,” he says. “It helps them realize, Hey, guns are not bad. Even here, in what I’d call a very gunfriendly Oklahoma, we had customers react this way. Really, it helps people see the fallacies behind all the anti-gun rhetoric that’s out there.”

Firearm and ammunition sales took off following the 2008 elections.

Part of that sales boom, says NSSF senior vice president and general counsel Lawrence G. Keane, was due to fears that an Obama administration was going to pass restrictive anti-gun laws. An increasingly poor economy only added to feelings of insecurity.

“But there were also a lot of firsttime gun buyers in the market,” he notes. “We think Heller was part of the reason for that. Heller provided a burgeoning awakening among people that they really had a Constitutional right to keep and bear arms. We always felt the majority of Americans knew that. But with Heller and the media coverage it received, now people really knew it.”

McDonald, Keane feels, will have a similar impact, by informing people that firearms ownership is an individual, civil right protected by the U.S. Constitution. By no means is McDonald the end of litigation, and as new cases go forward, they will only provide more media attention on our Second Amendment rights.

Why more litigation? Well, the Supreme Court did say that governments have a right to regulate firearms to a certain extent. But, as with most rulings, the Court did not nail down exactly how far a government can regulate before that regulation begins to interfere with our civil rights to own and use firearms.

For example, soon after McDonald, City of Chicago officials crafted new firearms regulations. Not surprising-

ly, those regulations were very antigun. This led the Illinois Association of Firearms Retailers (ILAFR), an NSSF state affiliate, to file a federal lawsuit over the constitutionality of these new laws. In its complaint, the ILAFR challenged the new City of Chicago laws forbidding federally licensed firearms retailers from operating within the city, limiting the number of firearms a law-abiding citizen can purchase in a year and banning modern sporting rifles.

“The actions of Mayor Daley demonstrate a clear disregard for the rule of law and our nation’s highest court,” says ILAFR executive director Whitney O’Daniel.

“With these new regulations, Chicago tried to erect as many barriers as possible to gun ownership,” says Keane. “That generated more litigation, which is part of the process.”

Keane cites three other regulations, found in various legal jurisdictions, which courts will likely examine in the light of McDonald: laws limiting handgun purchases to one per month; age restrictions on handgun ownership; and laws prohibiting people from purchasing handguns across state lines.

“The courts will decide which of these will remain,” Keane says. “But I do think that, as these get sorted out, firearms retailers will see increased sales over time.”

Another impact: On the heels of McDonald, a number of local municipalities were forced to evaluate their firearms regulations, especially with regard to open and concealed carry, to determine if those regulations would now pass judicial muster.

“They are seeking to avoid litigation over their gun laws,” says Keane.

“Which is what they should be doing as responsible government officials— respecting the Supreme Court’s decision that the Second Amendment is an individual right.”

32 ■ Shot BuSineSS Daily ■ day 4, January 21, 2011

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Bridging the Gap

How to create shooting enthusiasts from First Shots graduates By Marilyn Stone

T

he NSSF’s popular First Shots program appeals to newcomers who want to learn to shoot but might not have grown up with hunting or shooting sports traditions. Participants give good reviews on their First Shots experience; 40 percent return to buy firearms and to shoot. How can we stop the other 60 percent from falling through the cracks?

First Shots is a great first step, but something more was needed to take the program to the next level. And that something is First Shots 2nd Round, which is designed to bring new shooters back to the range for additional instruction that can help turn neophytes into full-fledged shooters.

Some First Shots attendees—17 percent—say they didn’t return because they needed more knowledge in a specific discipline to feel confident returning to the range. Others said they hadn’t connected with a shooting buddy yet.

First Shots 2nd Round brings new shooters back to the range for extra exposure, training and to build the social connections they need to join the ranks of shooters. Ranges can determine the specific topic based on their customers’ desires.

Seminars can answer the question of which handgun or shotgun to buy; cover the basics of competitions and clay target sports; plus provide more shooting instruction and safety reviews.

Smith & Wesson Shooting Sports Center has held two 2nd Round programs, one for women on personal protection and a Try-a-Gun seminar for novices still pondering their first purchase.

“Providing tailored information that meets our customers’ needs removes one more barrier to their participation and keeps them engaged,” says manager Jay Bathgate at Smith & Wesson Shooting Sports Center. “We see them returning to the range for formal classes, equipment purchases and more shooting.”

A Try-a-Gun seminar is the easiest format logistically, and it can lead directly to a purchase. “I had been shooting sporadically for about two years, but I was on the fence about the type of gun I should purchase,” said one attendee. “I’m tickled that the class helped me determine which pistol would be best, and I plan to buy one very soon.”

Class structure can give attendees the opportu-

nity to make friends who share their new interest.

Pass out index cards to encourage participants to exchange contact information. If the seminar includes a luncheon, attendees can chat about their experiences and interests to try to find someone to shoot with.

First Shots manager Cyndi Dalena says that the topic can determine the class size. She recommends no more than 10 for personal protection; however, Seymour Fish and Game, a private sportsman’s club in Connecticut, held a 2nd Round skeet seminar for 60 new skeet shooters.

Many family members attended, and club president Al Anglace said several participants became members before leaving.

Anglace offers reassurance to those who are skittish about the cost. “The support from the NSSF in the form of ammunition and targets helped us keep our costs and attendees’ costs to a minimum.”

In addition, the NSSF is there to help with a complete advertising package customized to your facility, cooperative advertising funds and assistance with purchasing print, radio and television ads. It also provides targets and ammunition, loaner firearms, safety literature and logistical advice.

Keep in mind that novice shooters e h represent the t next generation, and the NSSF’s First Shots 2nd Round program gives these novices a chance to strengthen their connection to rts. the shooting sports. o p s For more information, contact Cyndi Dalena (203-426-1320; firstshots@nssf.org).

Celerant, Gunbroker.com Join Forces

Retail software giant Celerant Technology, best known for providing point-of-sale support through its Celerant Command Retail system, recently took a big step toward improving the efficiency (and profitability) of firearms retailers by teaming up with GunBroker.com, the world’s largest online auction site for firearms and accessories. GunBroker.com, often referred to as the eBay of the firearms industry, enables retailers to optimize turnaround by providing an easy and unique way of selling firearms online. Integration with Celerant Command’s E-Commerce system allows retailers to sell these products directly from their inventory—in real-time.

“In addition to the many functions we have incorporated into our system for the firearms industry, including electronic A&D Books and serialized reporting within the guidelines of the ATF, this new integration is one that will further enable our clients to expand their Internet sales. And that, we believe, translates into increased revenue,” says Celerant president and CEO Ian Goldman. “We are continually looking to expand our product offering to specialize it to meet the needs of different vertical markets. Integration into product-specific services such as GunBroker.com strengthens our presence in the firearms industry and helps us to achieve our goal of being a complete retail software for a variety of retail industries.”

Goldman also notes that Celerant is the preferred firearms retail software vendor of the National Shooting Sports Foundation and the National Rifle Association.

“The functionality works similarly to our eBay integration, and clients are able to post products that are set up to be auctioned easily on GunBroker.com,” says Murtaza Hamdani, Celerant’s technology director of E-Commerce. “In addition, mass imports can be completed, rather than individually, and templates can be created and copied for faster future submissions, with set restrictions and shipping methods, minimizing work on the retailer’s end.”

Booth #616 (celerant.com); Booth #11929 (gunbroker.com)

34 ■ SHOT BUSINESS DAILY ■ DAY 4, JANUARY 21, 2011

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a CaS participant (center) in full garb and sporting a full complement of gear: revolvers, a lever-action rifle and a side-by-side shotgun.

Get Your Customer’s Cowboy On

Cowboy action shooting is a unique—and fastgrowing—shooting activity. Do you know how to sell it to your clientele? By robert Sadowski

C

owboy action shooting (CAS) involves shooting a lever-action rifle, a pair of revolvers and a shotgun in scenarios that mimic Old West gunfights while attired in period clothing. For firearms retailers, CAS is a growth market, with customers who need a lot of specialized shooting gear.

Thundering Hooves

a popular offshoot of CaS is mounted shooting, which pits competitors’ shooting ability and equestrian skills. Pistols are loaded with blanks, and targets consist of balloons set up on a course. Like CaS participants, those competing in mounted shooting need two revolvers and holsters. double shoulder holster rigs are popular with this wild bunch, since shoulder holsters provide easier access than belt holsters when you’re in the saddle. Horses get ear protection, too, with specially made equine plugs. If mounted shooting is popular in your area, it makes sense to stock earplugs for Trigger and Silver.

A typical CAS scenario might have the competitor start by sitting on a bale of hay, flipping a plywood flapjack in a skillet. He’ll then place the skillet down and pick up a rifle to shoot steel-plate coyotes. The set may end by flipping the flapjack again and then drawing a revolver and shooting steel-plate desperadoes.

CAS is not your typical shooting discipline; it involves playing along with the scenario’s storyline in what CAS likes to call the Spirit of the Game.

It’s a venue in which Old West enthusiasts assemble to shoot 19thcentury firearms. Participants decide how much—or how little—they want to compete. The bottom line is for everyone to have fun, no matter what their shooting ability. To create a level playing field, CAS does not allow customized guns, and the Single Action Shooting Society (SASS), the governing body for the sport, also enforces a power-level requirement for ammunition.

CAS participation spiked during the 1990s, and is currently experiencing continued steady growth. Lamar Shelnutt (aka Coyote Calhoun), marketing director of SASS, estimates new membership growth to be about 300 to 400 per month. This kind of growth has not gone unnoticed by firearms manufacturers, many of which have developed the specialized products used by the niche.

“Cimarron’s growth is directly related to the popularity of cowboy action shooting,” says Robert Karas, web and advertising sponsors manager at Cimarron. Cimarron, like Uberti and EMF, rode that swelling wave of interest and now continues to provide CAS participants with a variety of reproduction firearms, both historical and from the silver screen. For example, Cimarron offers a clone of Teddy Roosevelt’s silverplated, engraved six-shooter.

Reproductions of Bat Masterson’s revolver are also available, as are copies of guns used by John Wayne and Clint Eastwood. Other manufacturers, like U.S. Fire Arms and Ruger (in the case of the Rodeo/Rodeo II and New Vaquero, respectively), have updated the old single-action design with better sights and more durable finishes—among other features— while keeping the guns looking authentic and within SASS specs.

All Walks of Life

These weekend cowboys come from all walks of life—from plumbers to doctors—and in all ages, with competitors as young as 13 or under and as seasoned as age 70 and older. Men, women, grandfathers, spouses, girlfriends and kids participate. Men age 35 to 50-plus make up the largest seg-

36 ■ Shot BuSineSS Daily ■ day 4, January 21, 2011

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CaS participants can be divided into two groups: shooters (far left) and reenactors (above). Each seeks different kinds of gear.

ment of the membership, but women (25 to 30 percent of SASS membership) are a component, too. It truly is a family-oriented shooting activity.

By the time a customer enters your store to buy gear, he or she has joined the SASS and chosen an alias, or cowboy moniker, like Black Jack Slim or Two Gun Rosie. They may also have decided in which category to participate. This is where you can help.

Since there are some 30 categories, it is a good idea to download the SASS Rule Book from SASS (sassnet.com).

The rule book defines legal guns and clothing requirements by category.

The basic requirement for firearms is that they be like those available in the Old West—single-action revolvers with either fixed or adjustable sights, or lever-action rifles that, ideally, share the same centerfire caliber as the revolver and a shotgun. No double-actions, semi-automatics or optical sights allowed. Calibers range from .32s and .38s to .44s and .45s.

Old-time .38/40s and .44/40s are popular, too. In the Buckaroo’s category, youngsters can use .22-caliber rifles and revolvers and single-shot .410 shotguns.

Two Types Compete

Cowboy action shooting participants come in two types: the shooter and the reenactor. You will recognize the shooter-types. They are knowledgeable about guns and are probably involved in other organized and casual

shooting activities. Shooter-types are looking to compete; speed and accuracy are their mantras. They want product that gives them peak performance.

“The New Vaquero is the workhorse of cowboy action shooting,” says Randall Pence, executive director of sales at Ruger. The New Vaquero is a scaled-down version of Ruger’s original Vaquero, with features that traditional single-action guns do not offer, like coil springs, a reverse indexing pawl to make loading and unloading easier and a transfer-bar safety system.

The reenactors are more interested in the history of the Old West and the accuracy of their costume. Guns are really just another accessory.

Re-enactors might be unfamiliar with shooting, and your job is to educate them on the differences between a .38 special and .45 Long Colt, as well as differences in firearm models.

Reenactors typically look for reproduction firearms that might not necessarily give them an edge in the shooting events, but give them a real air of authenticity. For instance, a reenactor might opt for a Spencer repeater, while the shooter will want the Winchester 1973. Both competitors will be able to dispense lead at steel-plate bad guys, but the ’73 will leave the Spencer in the dust when it comes to speed.

Purchasing two revolvers, a rifle and a shotgun can be a high entry barrier for some customers. Luckily, firearms are available at price points to meet every budget, and there are ways in which to help customers get

into this type of shooting with less of an investment. If a customer plans on participating in CAS with a buddy or spouse, you might suggest they share a firearm. SASS rules allow for sharing of firearms, as long as it doesn’t delay match play. Revolvers are different. A full-size revolver grip may be too large for female and younger shooters, while a guy with ham-sized mitts would find a revolver with a bird’s-head grip too small.

Another way to defer initial startup cost is to ask your customer if he already owns a Ruger Blackhawk or a side-by-side shotgun or lever-action rifle. You can then help him determine if those arms are legal implements in SASS matches. Tell the customer that now is the time to dust off that old lever-action deer rifle. While you’re at it, also tell him that those .357s and .44 Magnums can shoot mild .38 and .44 special loads, respectively. This kind of customer service lets the guy

on the other end of the counter know you’re there to help him enjoy the sport, not just score a quick sale.

Dress Code

If the cost of the guns is a possible barrier, there is also the costume requirement. Participants need to wear cowboy clothing, no ifs, ands or buts. No T-shirts or sneakers. Some customers may feel a bit awkward having to dress in cowboy duds like Roy Rogers or Dale Evans. Ease their concern. The minimum dress requirement is a cowboy hat, blue jeans, cowboy boots and a longsleeve collarless shirt, like a Henley shirt. Many of your customers will already have the boots and the hat.

“Actually, new participants sometimes feel underdressed when they start competing,” says Shelnutt.

“They find that the costuming is part of the fun.”

Though you obviously will focus on selling firearms, don’t forget all the other accessories (at a nice markup) that come into play.

38 ■ Shot BuSineSS Daily ■ day 4, January 21, 2011

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f e at u r e

Typecasting Firearms

The most popular pistol/rifle combinations are the Colt-style single-action army revolver and Winchester-style 1873 lever-action rifles, both chambered in .38 Special. The .38 is easier and cheaper to reload than the more traditional .45, and it has a lot less recoil. Shotguns are pretty much divided evenly among side-by-side double-barrel and 1897 pump-actions; 12- and 20-gauge reign. In the end, it will come down to your customer choosing the gun he likes best. To get that conversation started, here are some firearms suggestions for both types.

Revolvers

Shooters: Ruger Vaqueros (Booth #10270) ($679) and Taylor’s & Co. Smokehouse (Booth #15929) ($485). These guns are tweaked for competition and just beg to be shot a lot.

Reenactors: Uberti Smith & Wesson break-top revolvers ($999–$1,369) and Cimarron (Booth #16529) conversion revolvers ($505–$721). These guns mark a moment in history: The S&W was high-tech in its time, and the conversions bridged the gap between cap-and-ball and cartridge revolvers.

Rifles

Shooters: Uberti 1873 short rifle ($1,249) and Taylor’s & Co. 1866 yellowboy ($1,045). The ’73 is the big dog in CAS; the ’66 is a close second. Both are fast shooters in experienced hands.

Booth #13356.

Reenactors: EMF 1860 Henry rifles ($1,329), Puma 1892 ($876, blued) and Beretta Gold Rush Carbine ($1,375). The Henry was the first successful repeating rifle, the ’92 is a Hollywood staple and Gold Rush is a clone of the Lightning rifle, which, as the name implies, shot as fast as lightning with its pump action. Booth #13356.

Shotguns

Shooters: Stoeger Coach Gun hammerless side-by-side ($369, blued) and Cimarron 1897style pump ($560). Both models are vastly different, with no clear winner on speed, though the Chinese reproduction 1897 can whack your thumb just like the original. Don’t choke up on the grip. Booth #13356.

Reenactors: Cimarron 1892 side-by-side with hammers ($475) and IAC 78W lever-action ($560). The rabbit-ear hammers of the side-by-side and 1878 lever-action both look like Antiques Roadshow candidates.

BINOCULARS

MONOCULARS

Re-enactors are totally onboard with the clothing requirements, and may even change their getup to participate in a different category. This isn’t a recommendation for firearms retailers to go out and stock cowboy clothing. But it is a good idea to investigate if clothing might be a new revenue stream. If not, you may want to befriend a cowboy-clothing retailer in the area; they’ll refer firearms customers to you and you refer clothing customers to them. At the very least, you might want to create a list of cowboy-clothing retailers and provide that list during the sale. The CAS website can provide this information.

Cowboy holsters and ammo belts may also be a new source of income. Leather goods, like firearms, come in at all price points. An ammo belt and holsters are a requirement for competition.

Competitors also need ammo, and lots of it.

There is a SASS power requirement, and all commercially loaded cowboy-style ammo should pass.

Only lead bullets are allowed. With up to 200 rounds fired during a typical match, competitors need plenty. This is your opportunity to stock inexpensive bulk ammo. Many competitors reload ammo to defer cost, so selling reloading components and tools is a smart move.

Don’t forget safety gear. Shooting glasses and ear protection are required. Ear plugs are the most popular type of ear protection, since ear muffs can’t easily be worn with a cowboy hat. Finally, with all the shooting, customers will need an easyto-use cleaning kit.

Providing your customers with the complete package—guns, holsters, ammo, safety gear, cleaning kit—and taking the time to answer their questions will get them to buy from you and keep them coming back for more.

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F E AT U R E

Top-end air guns—such as those from Umarex—perform at very high levels. They’re perfect for customers who live in locales where the discharge of firearms is curtailed (or prohibited), and sales can result in a nice profit for you.

How to Sell HighEnd Air Guns

Precision air guns deliver unmatched accuracy & enhance your bottom line as well By Jock Elliott

E

very time a customer complains about the high cost of firearms ammunition, the long drive to the range or limited local hunting, and you don’t offer an alternative to them, you’re throwing away a possible sale of a high-end air gun.” That’s the opinion of Robert Buchanan, president of Airguns of Arizona (AoA), a company focusing on high-end air guns (air guns that cost $500 and up) and the exclusive U.S. importer for a number of English, German, Swedish and Italian top-end air rifles and air pistols.

Last year, AoA sales grew 40 percent in the midst of an economic downturn, and the company is looking at another double-digit year in 2010.

“The key to that growth is our attitude toward air guns,” Buchanan says. “We look at them as the

perfect solution for shooting in many situations.

But if you view air guns as a poor second cousin to powder burners or the thing to shoot until you can get a ‘real’ gun, you’re never going to get anywhere with selling high-end pneumatic arms.”

Here are the key points to keep in mind when offering high-end air guns to your customers.

HIGH QUALITY: The fit, finish and precision on high-end models are absolutely spectacular. They offer pride of ownership comparable to any custom firearm, matched by a lifetime of service.

TACK-DRIVING ACCURACY: Air guns that can routinely hit a dime at 50 yards and hunting air rifles that can outshoot .22 rimfires are commonplace among the high-end offerings. Many airgunners enjoy varminting at 100 yards and beyond.

LOW SHOOTING EXPENSE: Shooting costs are on the order of one to four cents per shot for ammunition.

CONVENIENCE & ACCESSIBILITY: Air guns can be legally shot in many places where it is absolutely forbidden to discharge a firearm. (Nonetheless, be sure to check with local authorities.)

PEST CONTROL: Air rifles and air pistols are frequently used to safely and humanely kill vermin in situations where it would be unsafe (or illegal) to use a firearm. Pest-control professionals, for example, use air guns to dispatch birds and animals in supermarkets and factories.

A NEIGHBOR-FRIENDLY REPORT: Air guns are typically quieter than firearms because of subsonic velocity, and many top-end models are equipped with sound-suppressing barrel shrouds. Bottom line: Air guns generally won’t disturb the neighbors with loud noise or draw unwanted attention.

HIGHER PERCEIVED SAFETY: Although air guns can take small- and medium-size game, the power levels of the projectiles are generally a fraction of that of a .22 rimfire. As a result, the lethal range of air guns is generally much less than firearms. That said, you should always—without fail—instruct customers to handle an air gun as if it were a firearm.

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When you get sidetracked to pursue a little personal competition, the customer can get lost in the shuffle.

That’s not exactly a texbook way to close a sale.

just didn’t want to tote around a heavy gun. From that they deduced I needed a .308. Then they had a little dispute over the length of the barrel of one of the rifles. Was it 23 or 24 inches long?

Out came the tape measure, because more important than the customer in front of them was which sales guy had the correct measurement.

The younger guy lost the barrel-size bet and slunk off. The older guy then gave me his opinion of guns that he wouldn’t buy, and two of those included some mighty fine names in the business. Who was he working for?

No mention of scopes or slings, either.

Teamwork?

The Worst of Undercover Shopper

T

he retail business is tough enough without shooting yourself (figuratively) in the foot. Here are some examples, taken from the files of Undercover Shopper, that amply demonstrate what you should not do when trying to connect with a potential customer.

The Salty Dog

In search of a concealed-carry revolver: I nearly missed the store because it still wore the awnings from the previous tenant—an Irish tavern. The one clue that this tiny store was a firearms retailer was the “guns” sign in the window. The owner was finishing a sale with a female customer. He was courteous to her and acknowledged my presence. As soon as the transaction was complete, he offered his undivided attention. He asked if I intended to use the gun for concealed carry and target shooting, and produced a previously owned S&W with adjustable sights and three-inch barrel. When I said concealed carry only, he handed me an S&W 637. “If budget is a concern,” he said, “I have used guns, too.” He offered up a Colt Detective, a Charter Arms Undercover, and an S&W Model 36, all in .38 special.

“The 36 has a [expletive deleted] finish but she is [expletive deleted] tight,” he explained in salty language.

I’ve worked in a shipyard, so I wasn’t offended. He obviously thought I

could handle the language, as he didn’t speak that way in front of the previous customer. But who knows?

Hand Signs

In search of a home-defense firearm: This store was located in a single-story white-brick building. Signage easily identified that this was a firearms retailer. I made eye contact with an employee who did not greet me.

Walking down the aisle, I found another presumably mute employee who did not acknowledge me either. I finally said hello to both and asked about concealable revolvers. They didn’t say a word, but just pointed to a case that held a selection of new and used guns. One employee begrudgingly opened the case, but made no attempt to hand me a gun. I pointed to three: a blued S&W model 40 “lemon squeezer,” an S&W model 340 CT with Scandium frame and laser-sight grip, and a stainless Ruger KSP321X. The clerk made no attempt to explain that the 340 and KSP321X were chambered in .357 magnum or the benefits of a laser

sight over fixed open sights. With prices ranging from $600 to over $900, why would anyone spend their money without an explanation of brand difference and model features?

The next store was a stand-alone building at the intersection of two major thoroughfares, and signage made it easy to find. Once found (at 11 a.m. on a Thursday) the building was fully shuttered and closed, with no signs offering an explanation. I have no idea why. Their AM radio advertisements (of which I had heard two that morning) stated they were open every weekday. Their address was confirmed via the radio ad, and I had also confirmed it with a phone call two days before, in which they did not mention any closures.

Tale of the Tape

A woman in search of an elk rifle: I had to drive my rental car through two or three other parking lots to get to the store. Immediately, two sales associates waited on me. They asked if I had an aversion to heavy recoil. I told them I didn’t mind recoil, but I

A husband and wife in search of a personal defense firearm for their adult daughter: We arrived at the store as it opened on a Monday morning, and as we walked past a guy stocking ammo on the aisle near the gun counter, he didn’t acknowledge us. We paced back and forth in front of the gun counter and talked about the variety of guns in loud voices; it took the ammo stocker eight minutes to clue in that we needed help, which he went to get. Two young men came from a back room, rubbing their eyes and yawning, as it was almost 9:20. We told them what we wanted to know, and they responded by asking our daughter’s age. They both agreed she should buy a shotgun, and then pulled out a Remington Youth Model 870. Now, our daughter could be a Sumo wrestler for all they knew, but they assumed since she’s female that she needed a small shotgun, because “a 20-gauge has less recoil than a larger gun.” (Her actual choice? A Remington 12-gauge 870 police model.)

The next location was another bigbox sporting-goods store. This time, after the sales associates—a young woman and young man—listened to our request, the woman turned to the man, laughed, and said, “How about the Buckmark .22?” It provoked a laugh from him—nice inside joke.

Ignoring their junior-high antics, we continued to press for information.

He recommended a .40-caliber handgun because it provided more “knockdown” power. The young woman walked away and tripped over a bucket behind the counter, which provoked more laughter. It was definitely more fun on their side of the counter.

When we asked him if there was a range nearby, he gave us a wave of the hand and said there was a local range down the road. We never did find out why our daughter should buy a largecaliber handgun for self-defense at home. That’s because a female sales associate interrupted our conversation to ask when he was going to lunch.

44 ■ SHOt BuSINeSS DaILY ■ DAY 4, JANUARY 21, 2011

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On the Trail

In search of a trail camera: Upon entering the store, which proclaimed itself an authority on sports, I saw some fishing rods and camouflage toward the back corner of the store, so I headed in that direction. I was pleased to see a very well-stocked selection of hunting supplies, but I was unable to locate a single salesperson in the back half of the store. I then started searching the whole store, looking for anyone wearing a nametag. I spotted a lady in the golf department, and I asked her if anyone was working the hunting department.

She then paged, “customer needs help with his hunting.” A couple of minutes later a friendly sales assistant walked up and asked if he could help.

I told him I was looking for a trail cam and he said, “Nope, we don’t carry them, and we try to carry just a little bit of everything.” That said, I could see a camera on the counter behind him. When I pointed out that detail, he said, “Well, look at that, I guess we do have one.” At least he was honest when he said he didn’t know anything about them. He told me that if I wanted to come back in five days, the guy who works the hunting counter could probably answer my questions.

At the next store I took a gander at a large banner that said, “We will not be undersold.” As I worked my way

Signage is important, for it tells prospective customers a lot about your operation’s total environment.

toward the hunting department, I saw two salesmen helping customers at the gun counter. I waited as one finished helping his customer. He then turned to me and asked, “Can I help you?” I told him what I was looking for and he said, “You want what?” I told him again that I was looking for a trail camera, and he said, “A what?” He then asked his counterpart, “Do we carry trail cameras?” Again, another “What?”

I said, “You know, a camera for scouting deer and taking pictures remotely in the woods.”

“Oh, two rows on your right,” he said, then turned his back to me to help another customer. I found the cameras three aisles away and stood there for a couple minutes thinking the first salesman might come over and help me. That didn’t happen, so I walked back to the counter and asked salesman number one for help.

He walked back with me and asked, “So what do these things do?”

Pumps...or Pump?

In search of a rifled-barrel slug gun:

The hunting and firearms section took up a far corner of the store, and the area was well-lit, clean and inviting.

Dozens of long guns, including a number of shotguns, stood in racks behind the gun counter, secured behind locked glass cases. But no clerk.

After waiting a few minutes, I strolled over to the next merchandise area—shoes—and found a female clerk stocking shelves. When I asked if someone was working the firearms counter, she said, “I can run over!”

At the gun counter, the clerk asked if I knew what I was looking for. She unlocked the glass case, and read the firearms description tags aloud, handing me any that sounded like they might fit the bill. There were five possibilities, all pumps, with various features. The last shotgun I was given, though, was dripping with gun oil, a fact I discovered only when I had shotgun in hand. The clerk was kind enough to give me a paper towel to clean off my slippery hand.

“So the person who usually works here?” I inquired.

He was working later that day, she thought. Maybe. She’d have to check the schedule to make sure. So I had to ask: She probably didn’t know many particulars concerning these firearms, right?

“My job’s shoes,” she said, giving me a sweet smile.

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f e at u r e

Outside Help

Why a dealer group might be right for you

By Scott Bestul

A

ny small-business owner can benefit from expert advice. But where does a sporting goods retailer turn to for input on running his store more efficiently? Richard Sprague says joining a dealer group is one answer. Sprague, owner of Sprague’s Sporting Goods in Yuma, Arizona, has been a member of such a group for more than 12 years and feels membership has helped him run his store more efficiently and profitably.

I know what you’re thinking: What’s a dealer group? I was in the dark too, until I talked to Sprague, who received the SHOT Business Retailer of the Year Award Tuesday morning. “A dealer group is basically a gathering of your peers who agree to cooperate with each other, share information and offer advice on how to improve,” he says. “It’s a very successful model that’s been used in the automotive industry for many years.”

Sprague’s dealer group consists of 12 members, all gun shop/sporting goods retailers who consider themselves non-competitors. “We had seven members until recently, when we added on,” he says.

“Everyone has to approve a new member; you need to view them as potentially helpful and a confidante. Basically, we share everything about our business with each other, so you have to feel comfortable with the information you divulge and

trust that the information you share will be used to improve your business.”

The dealer group meets several times a year, visiting one member’s store each time. Prior to the meeting, each member of the group is sent financial information of the store to be visited. “The meeting is held over the course of two days, and it’s run by a moderator,” Sprague says. “But we typically like to get everyone to the store the day before the meeting. The owner gives everyone a shop tour. They are introduced to key personnel—the shipping/ receiving clerk, the gunsmith, the range operator, various department heads. The tour lets everyone see how the shop is laid out, how merchandise is displayed and advertised, the whole works. Then the members split up and can revisit any of the specific areas they’re interested in.”

Before the day is over, every member submits a

“best practices” idea to be considered by the whole group. “This is not specific to the store, just a general recommendation,” Sprague says. “Then we all throw twenty dollars in a hat. The next day we vote on the best idea. The winner gets the pot, which he usually uses to buy drinks that evening!”

The next morning, the group gets down to business with a formal meeting. “The meeting is run by a moderator, who sets the agenda and guides the discussion,” Sprague says. “Since every member of the group agrees to show the others all details of his business—including quarterly financial statements—almost anything can be open to discussion. We’ll look at margins, inventory dollars versus overall sales, investment mix, overhead items, such as rent, credit card processing and advertising. We discuss personnel, trends in our business…everything. We act as each other’s board of directors and hold each other’s feet to the fire.

Hard questions are asked, but all with the intent of finding ways for your colleagues to help you.”

Sprague says having members of his dealer group visit his own store had an immediate benefit. “We used to provide free delivery when we sold a gun safe,” he said. “Scope mounting was another service we didn’t charge for. Those freebies drew the attention of the group, who advised me that customers didn’t mind being charged a reasonable fee for such services. They basically told me, ‘Of course, it’s great to treat your customers well, but it’s okay to make money, too.’”

Sprague says the dealer group has resulted in valuable advice, wonderful camaraderie and more profit.

Forming a Dealer Group

dealer groups have been a mainstay of the automotive industry for years, according to richard Sprague. “They pioneered the concept, and it’s a tried-and-true concept,” he says. “It’s important that you know and trust each other and have the confidence to share information.

Generally there’s about a 100-mile separation between members, to ensure you’re not competitors.” For more information on forming a dealer group, contact richard Sprague at Sprague’s Sporting Goods (spragues. com). Sprague’s group is run through Performance Inc. (performance20groups.com), a company specializing in the model.

richard Sprague, of Sprague’s Sporting Goods, says one of the benefits of a dealer group is looking at practices that may cost a dealer money. For instance, Sprague used to deliver safes for free, but the dealer group recommended imposing a modest delivery fee, noting that most customers won’t object to a reasonable delivery charge.

48 ■ Shot BuSineSS Daily ■ day 4, January 21, 2011

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NEWS

How to Sell Airsoft Guns and Gear

It’s really not all that hard to turn a game into a profit center By Jock Elliott

I

f you already sell airsoft—those replica firearms that shoot 6mm plastic BBs—you know that it has been a hot category for several years.

But chances are you’re not exploiting its full earning potential. And if you are not currently selling airsoft, you have an opportunity to add to your bottom line with new products that will appeal to a broad spectrum of customers. The main groups are law enforcement officers (LEOs), who use airsoft for force-on-force training; serious gamers who fit themselves out in full-battle kit and engage in war-game scenarios; and casual players who play shoot-’em-up games in the backyard.

Three key factors have sent airsoft (sometimes called softair) guns and equipment flying off the shelves in recent years.

Realism: Airsoft weapons look and feel like the real deal, except for the orange stripe painted on the muzzle.

For LEOs, this means they can train with airsoft guns that are virtually identical to their service firearms.

For serious gamers, realism is the key, and for backyard gamers, kids want the gun that they saw in the

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Airsoft replica firearms, such as the Beretta 90 (bottom right) and the Colt semi-auto and AR-15 (center), shoot 6mm plastic BBs. Sales have been strong for several years, and the category also offers a retailer the opportunity to sell a wide selection of accessories as well.

latest movie or video game.

Low Cost: Airsoft has been called “the poor man’s paintball.” Two thousand rounds of paintball ammunition costs $30 to $40, compared to $5 to $6 for airsoft. In addition, the cost is much less than simunitions.

Relative Shooting Safety: With factory-stock airsoft guns, virtually the only part of the body that can be damaged is the eye. Make sure that all of your customers have eye protection—either goggles, wraparound

impact-resistant glasses or full masks.

Steve Upham, vice president of sales for Crosman Corporation, offers some advice for reaching those three key airsoft markets. “LEOs are probably already visiting your shop.

When one of them comes in, ask who his training officer is, reach out to that officer and point out that you can supply excellent, inexpensive gear for force-on-force training. Your regular customers also are an excellent opportunity to sell airsoft for casual

backyard play, particularly when Dad comes in with a youngster in tow. A highly visible display with airsoft guns, ammo and accessories should get the conversation started.”

The serious scenario gamers, however, may be harder to reach. “They might not be currently visiting your store,” Upham says. “But a little research on the Internet may help you to find an airsoft gamers club in your area. Reach out to them and offer your services. This is particularly appealing if you provide service for airsoft guns.”

According to Upham, Crosman Corporation is the number-one brand in airsoft, and has recently moved much of its airsoft manufacturing to its plant in Rochester, New York. The company encourages local dealers to become service centers and provides training and parts to get them up to speed.

Finally, airsoft offers great opportunities for add-on sales of ammunition, marking ammunition and biodegradable ammunition, as well as CO2 cartridges, holsters, gun cases, red dots, scopes and the allimportant eye protection.

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OTIS TECHNOLOGY 12/8/10 5:11 PM

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12/6/10 3:37 PM

NEWS

SHOT SHOW 2011

New Products

Remington Arms

In 1983, Remington introduced the compact Model Seven rifle. More than 25 years later, it’s still one of America’s favorite hunting rifles.

New for 2011, Remington celebrates with the introduction of the Model Seven Synthetic short-action centerfire rifle series. The New Model Seven Synthetic is available with either an 18- or 20-inch barrel.

This rifle features a black synthetic stock and is available in .223 Remington, .243 Winchester, .260 Remington, 7mm-08 Remington and .308 Winchester.

Like all Model Seven short-action

rifles, the new Model Seven Synthetic features the legendary “Three Rings of Steel,” with the bolt face, barrel and receiver encasing the cartridge head.

The cylindrical receiver design provides a consistent bedding area in the stock, and the adjustable Remington X-Mark Pro trigger is standard. The blued barrel is drilled and tapped for optics. SRP: $681.

Booth #14229. (800-243-9700; remington.com)

Rossi

The Wizard takes the same breakopen interchangeable barrel system available on other Rossi models and makes it lighter and smaller for handgun hunting, target shooting or plinking. Available in .243 Win. or .22-.250 Rem. (other calibers are on the way), the Wizard’s ingenious break-open barrel system can be changed quickly by unscrewing the front swivel. As an added plus, no tools are needed.

Offered in a blue finish, additional features include a manual safety with an “S” mark for visual confirmation, hammer extension, scope rail and the Taurus Security System. The Wizard’s barrel measures 11 inches, and its overall length is 20.4 inches.

SRP: $336. Booth #14251. (800948-8029; rossiusa.com)

Safariland

The Speedfeed I and Speedfeed III shotgun stocks will now be available in the popular Multi-Cam and A-TACS camouflage patterns and in Flat Dark Earth. The new stocks are a response to demand from law enforcement, military and consumers for shotgun stocks that match uniforms and natural environments. The new camouflage patterns are applied hydrographically, while the Flat Dark Earth models are molded in that color.

Molded from 30 percent glassfilled polymer for strength and durability, the stocks feature magazine tubes on the side of the butt stock that hold a total of four 2 ¾-inch shotshells (two on each side), making extra shells or different loads instantly accessible. Shells are held in place with steel springs, holding them securely until needed.

Speedfeed I shotgun stock sets are

Remington The Model Seven Synthetic short-action centerfire rifle series, with its standard X-Mark Pro trigger, is intended to celebrate one of the most beloved American rifles, the compact Model Seven, which Remington released nearly three decades ago.

Made with Pride in the U.S.A.

CW9093

The Kahr CW series (available in 9mm, .40 S&W and .45 ACP) has the combination of features that makes it the best Concealed Carry Pistol in the market.

It has the ideal combination of stopping power and shooting comfort, and is smaller, slimmer and lighter than competitive brands. Its smooth double-action trigger reduces flinch, improving shot placement, and is safer.

In stressful situations, fine motor control is impaired contributing to the possibility of accidental discharge with traditional single-action triggers found on many semi-autos and revolvers. The CW Series' natural point of aim and low-felt recoil make them the ideal guns to shoot and carry.

CW4043

CW4543

See the CW Series along with new 2011 models at Kahr's SHOT Show booth #15951 Æ

KAHR ARMS: 130 Goddard Memorial Drive, Worcester, MA 01603 | Sales Support & Service: 508-795-3919 | Websites: www.kahr.com

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12/20/10 3:12 PM

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12/7/10 2:57 PM

NEWS

Evolved Habitats The new Flextone Thunder Chicken is realistic, easy to carry in the field and a breeze to set up. made in a traditional shotgun butt stock configuration, with checkering for a secure grip. Stock sets include a butt stock, forend and recoil pad.

Speedfeed III stocks feature a onepiece pistol grip, and the configuration allows true one-handed control.

Stock sets include a butt stock with integral pistol grip, forend and recoil pad. Both models are available for 12-gauge Remington 870s, 1100s and 11-87s. They also fit 12-gauge Mossberg 500s and 590s. SRP: $149.95. Booth #12762. (800-3471200; safariland.com)

Wiley X

Wiley X eyewear continues to be popular both on the battlefield and for target shooting on the homefront. The new Saber Advanced glasses have 3mm lenses that meet the strict military standards for ballistic impact-resistance. Available in two- and three-lens color sets, the Sabers feature a “Take Flight” nosepiece that fits a wide range of faces. The

frames can also accommodate a prescription insert. SRP: $45, two-lens sets; $65, three-lens sets. Booth #128. (800-776-7842; wileyx.com)

Evolved Habitats

Tired of carrying those full-body turkey decoys? The Flextone Thunder Chicken, a new wrinkle in decoy design, can help. It shows only the front quarter of the turkey, so the hunter can add realism to the decoy setup, but it’s still easy to carry. Use either the included folded jake fan or a real fan for ultimate realism. SRP: $39.99. Booth #15529. (225-6384016; evolved.com.)

Benelli

The new Super Vinci can handle 3 ½-inch magnum loads. The Super Vinci will be available in five versions, in two barrel lengths (26 and 28 inches) in Realtree APG, Realtree Max and black synthetic. SRP: $1,649 to $1,749. Booth #13356.

(800-264-4962; benelliusa)

Wiley X The Saber Advanced glasses meet strict military standards for impactresistance, but are also extremely stylish. They come in two- and three-lens color sets to fit your needs in the field.

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12/20/10 3:14 PM

Calibrated to

PREVAIL.

A worthy warranty.

In the unlikely event of a warranty issue, we take care of your customers.

All Premier riflescopes are backed by a lifetime warranty that guarantees against defects in workmanship.

We reserve the right to repair or replace any product returned for warranty service.

tohelpyurv.Bffng aim oductshafiln

Our scopes tend to sell themselves at retail, assuming the right kind of customer is engaged. And few things intrigue high-end consumers like a good story, which we have: In 1946, Bob Thomas--- a Navytrained military optics craftsman and grandfather of our current president--- began repairing binoculars and telescopes for GIs home from WWII. Soon he was handcrafting custom reticles out of spider web.

And then glass fibers. And finally metal. This sought-after reticle expertise set the stage for Premier to engineer today’s offerings; riflescopes of the highest order.

We aim to help you prevail at retail. By offering premium e optical pr products idethat fiturhi alongside gsest yo your ice highest intrgh pr price po point riflescopes. fl Giving your customers another outstanding option for their shortlist. Our Heritage™ 3-15x50mm Tactical was recently adopted as the official sniper scope of the United States Marine Corps. The tactical line includes the Premier Heritage 3-15x50mm, the 5-25x56mm, and the all-new V8 1.1-8x24mm. Also new for 2011, the Premier Heritage 3-15x50mm Hunter. This scope is built on the exact same platform as our 3-15x50mm Tactical, with the exact same optical performance. Which means your upscale hunting customers can add an unprecedented level of optical prowess to their collections. In a world given to compromise, Premier goes the other way.

Your way.

Premier Heritage 3-15x50 mm Tactical

Booth 5018 dealers@premierreticles.com 386.748.2484

New. Premier Heritage 3-15x50mm Hunter

©2011 Premier Reticles All Rights Reserved.

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12/13/10 4:09 PM

news

The Match Game

Nikon makes scope selection easy By Peter B.Mathiesen

E

very time a hunter puts an eye to a scope, he is at a critical moment, balanced between success and failure. And each time a customer walks into a store with optics on his mind, the retailer is in the exact same position. It’s the salesperson’s job to match that hunter to the product that will best meet his needs. Depending on the budget and the available inventory, that process can be confusing for customer and salesman alike.

“It’s imperative that we get the right scope on the right gun,” says David Hart, president of Missouribased Kirkwood Outfitters. “There was a time when we put some pretty nice, high-quality optics on some customers’ guns, only to find it wasn’t an ideal match.”

In this case, Hart cites some premium European scopes.

“The Europeans design optics for their largest customers—the military and African hunters. So, though the glass is excellent, features like reticle adjustments, eye relief and sizing for an individual gun can often be less than ideal for many American hunters.”

Hart also notes that the heavy

Choosing the right scope for the right gun can be a very detailoriented task.

Educating one’s salesforce about category-specific products is a way of better serving the customer and increasing the chance of closing the sale of a new scope.

recoil of a muzzleloader can damage the internal components of some of these scopes. And the same holds true with slug guns. That’s why, he says, it’s important for retailers to ask not only how the scope will be used, but also on which firearm it will go.

But he’s also learned something else. “One way to deal with the problem is to stock a brand that offers category-specific products,” he says.

Which is exactly the strategy Nikon has taken, with great success.

As a result, a blackpowder hunter would opt for the Omega, which was specifically designed for use on a muzzleloader, the slug gun hunter would mount the Slughunter and the owner of a modern sporting rifle would select the M-223.

“Hunters want a product that’s built for them and their specific use,” says Jon LaCorte, Nikon senior product manager for sporting optics.

“At Nikon, we dedicate the requisite time to research trends. We are also

in constant contact with our dealers, firearms manufacturers and consumers. It allows us to fine-tune our new products and determine which niche we can respond to best.”

Category-specific products not only benefit the customer, but they also benefit the retailer as well. “It helps the retailer to close the sale,” LaCorte says. “Educating a salesforce on optics can be very challenging, but by packaging and developing category-specific products, all the salesman has to know and say is, ‘This is a perfect scope for your new MSR. It’s made specifically for this gun, and Nikon even makes the correct height rings.’ And with that, the sale is closed and the customer is confidently heading for the door. Our entire product line is designed to reduce confusion and close the sale.”

As Nikon continues to engage consumers, for 2011, it will release a smartphone application ($4.99). The SpotOn app will help shooters match and range their reticle exactly to the ammo of their choice.

Identifying the perfect scope will always be a source of great debate.

However, Nikon is lowering the agitation level for both retailers and shooters with its category-specific scope. As Hart says, “When there’s less confusion in the store, there’s more cash in the register.” Booth #11221. (631-5474200; nikonhunting.com)

Attention to Detail. Thats, What Makes a Boot a LOWA. Going the extra mile with patented design details like our Climate Control cuff to keep feet cool and comfortable. Using extra-rugged 2.2mm split leather on our Desert boots to ensure durability and protection. These are the design details that have earned LOWA’s reputation for building the world’s most comfortable performance boots since 1923.

LOWA is the only outdoor footwear manufacturer to hold ISO 9001 status for highest quality construction & process standards.

Hand - crafted in Europe

Hunter Extreme GTX®

NEW Zephyr GTX® Hi TF NEW Ranger Hi GTX®

Elite Desert now available for both men & women

Visit us at SHOT Show Booth #10232 to learn more about LOWA Field, Service & Work Boots.

w w w . l owa b oots . com © 2011 LOWA Boots, LLC. GORE-TEX® is a registered trademark of W.L. Gore & Associates Inc. VIBRAM, the Octagon Logo, and the Yellow Octagon Logo and the color Canary Yellow are registered trademarks of Vibram S.p.A.

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12/21/10 3:10 PM

Triangular Aiming Point and Clear Pin Provide and unobstructed view of your target.

Brightest Pin in the Industry Tritium Phosphor and fiber optic illumination provide an aiming point brighter than any other.

Adjustable AccuDial™ Mount The laser etched dial is adjustable with a range of 60 positions. .

BowSync™ Technology Infinitely variable transmission enables exact range adjustment and bow/arrow synchronization.

It’s Like an ACOG for Your Bow.

BW50G-BL Matte Black

Designed by the people who created the Trijicon ACOG® (the trusted optic of thousands of military and law enforcement members around the world) comes a brilliant aiming solution for the bow—the Trijicon AccuPin™. The heart of this bow sight’s innovative design lies in its triangular aiming tip and clear aiming pin. Together they allow hunters to aim with pinpoint accuracy and zero obstructions—providing the highest levels of confidence when it matters most. Add Trijicon’s acclaimed battery-free dual-illumination system, the revolutionary AccuDial™ mount and legendary toughness and the AccuPin provides unrivaled aiming precision and durability.

Precision Point AccuPin Post

Finish Options

Reticle Color Options

To see the Trijicon AccuPin® and Trijicon’s other innovations for 2011, visit the Trijicon exhibit at booth #12117 and #10473.

Green

Other related Trijicon products: Trijicon AccuPoint®

Variable Power Riflescopes

Trijicon j RMR™

Sigh Ruggedized Parallax-Free Sight

Trijicon ACOG®

Dual Illuminated Fixed Power Magnified Sight

PML7004 REV. (0)

Brilliant Aiming Solutions™

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Proudly Made in the USA

© 2011 Trijicon, Inc. | Wixom, Michigan USA

1.800.338.0563

www.trijicon.com

12/22/10 10:32 AM

newS

shot show 2011

Show Scenes

Bushnell’s Mark Schaefer presents Major dan rooney of Folds of Honor, an organization that assists the families of fallen warriors, with a donation.

To celebrate the 50th anniversary of the founding of the national Shooting Sports Foundation, doug Painter, who is retiring after 37 years of service to the organization, cuts a ceremonial cake at the nSSF’s SHOT Show press office.

russ Thurman of FMG Publications presents the nSSF with a check from its Shooting Masters competitions to help support the nSSF’s First Shots programs.

Michael Bane received the Grits Gresham Shooting Sports Communicator award at the State of the Industry dinner.

Issues of SHOT Daily were handed out every morning and were available throughout the day.

you might be a redneck…if you’re reading this caption. Comedian Jeff Foxworthy had the crowd in stitches at the nSSF State of the Industry dinner.

at the Smith & Wesson booth, attendees saw a revolver made famous by Clint Eastwood.

58 ■ Shot BuSineSS Daily ■ day 4, January 21, 2011

attendees check out Mossberg’s HS-12 Maverick, with an 18.5-inch barrel, for home defense. There’s something for everyone at the SHOT Show, from handguns to tactical gear and law enforcement equipment.

Celebrity outdoorsman Jim Shockey poses for photos and signs autographs for fans at the Crosman airguns booth.

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12/22/10 10:29 AM