Insurance Q&A Vol. 14 No. 2 Spring 2011
NSSF’s Magazine for Shooting Facilities
What’s New in Clay Bird Throwers? Attract Turkey Hunters: A Pattern for Spring Profits Inter-Range Cooperation: Make It Work for You The Range Report
Spring 2011
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The Range Report
Spring 2011
www.nssf.org • www.wheretoshoot.org • www.rangeinfo.org Vol. 14 No. 2 Spring 2011
Features
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What’s New in Clay Bird Throwers? Reliability, versatility and cost savings are benefits of various innovations. By Carolee Anita Boyles
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Signs of Success
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Inter-Range Cooperation: Make It Work for You
Is your facility signage up to the task? By Scott Engen
Pattern for Spring Profits Turkey hunters will flock to the range to ready themselves for the season By Michael D. Faw
Team up with another range to benefit both your businesses By Tom Carpenter
16 Departments
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Letter from the Editor Three ways to make money and draw crowds By Glenn Sapir
Sighting In Scoping out news for the shooting range community By Glenn Sapir
Vol. 14 No. 2 Spring 2011
New clay throwers can offer enhanced versatility and efficiency.
What’s New in Clay Bird Throwers? Attract Turkey Hunters: A Pattern for Spring Profits Inter-Range Cooperation: Make It Work for You Spring 2011
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Insurance: why, how, what, how much? By Robin Ball and Stan Pate
The Undercover Shooter Clay shooting in Phoenix
Home on the Range How proactive is your shooting range? By Zach Snow
On the cover:
Insurance Q&A
NSSF’s Magazine for Shooting Facilities
The Range Report
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Q&A
© 2011 National Shooting Sports Foundation, Inc. All Rights Reserved. The Range ReportSM, SHOT Show® and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundation’s prior express written permission. All other company and product names are trademarks or registered trademarks of their respective owners.
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The Range Report
Spring 2011
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Letter from thethe from Editor Editor G l e n n
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Three Ways to Make Money and Draw Crowds
few months ago Bill Brassard, the National Shooting Sports Foundation’s director of communication, and I attended a day-long seminar in New York City. The topic was “advanced writing,” and the presenter, a journalist in his previous life and a distinguished public speaker today, offered comments on titles for articles. The titles he wished to recommend were more like cover lines, and you’ve seen them on magazines that fall into a variety of categories: “Five Ways to Get Your Man”; “Three Top Dry Flies for Stubborn Trout”; 10 Great Recipes for Fast, Easy Dinners.” His presentation on this topic reminded me, more than taught me, about the power both of numbers and of tips that tell the reader what’s in it for him. Thus, the title of this letter: “Three Ways to Make Money and Draw Crowds.” It refers to a few of the many resources that NSSF provides you, the commercial, municipal and club range owner and/or operator. The number could have easily been “10” or even “50,” but let’s go with “three” for this edition. That leaves plenty more for future issues. Truth is that NSSF and its range division do offer a multitude of ways for any range to make money and draw crowds. Without further ado, here are three, in no particular order of importance: National Range Inventory—An updated inventory of shooting facilities has been completed under the guidance of NSSF’s Information Technology and Research teams, and the results are reflected in the easy-to-use Find a Range feature at www.wheretoshoot.org on the NSSF website. There, more than 6,800 shooting facilities can be located through a state-by-state, province-byprovince customized search. In Jan. 2011 some 83,970 unique visitors came to this site, up 20 percent from Jan. 2010. If you are not listed in this inventory of ranges, or if you are but the information needs to be updated, be sure to visit www.wheretoshoot.org/List_Range/index.cfm. You
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can get there by clicking on “List Your Range” at the wheretoshoot home page. Perhaps one million people will come to this site in 2011, seeking a place to shoot. What an opportunity to make sure yours is one that they consider. Shooting Ranges Resource Catalog—This publication gathers most of NSSF’s assortment of range services into one resource. Publications, videos, descriptions of programs and services especially for ranges and safety and conservation materials are all listed and described. This is truly loaded with gems. An order form accompanies the catalog, and you’ll note that most items are free to members of NSSF. You’ll also find a membership application in case you still are not a member. You can view and download this catalog at http://nssf. org/PDF/ASR_catalog2010.pdf. The Range Report—Perhaps we’re being immodest by recommending our own publication, but having recently returned from a meeting with NSSF’s Shooting Range Advisory Committee, we have reason to believe “NSSF’s Magazine for Shooting Facilities” is fulfilling its role. The quarterly magazine’s contributors—top flight writers, range management experts and NSSF staff—strive to bring its readers information to manage their facilities to the betterment of the environment, the users and the bottom line. More than one advisor at the meeting said that the Range Report was the one magazine they read cover-to-cover. If you are not regularly receiving the magazine, subscribe at the “Range Resources” section of Shooting at www.nssf.org. If you are, we’d like you to share with us at rangereport@nssf.org what you’d like to see in future issues. RR
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www.nssf.org The Range Report, published four times per year by the National Shooting Sports Foundation, is dedicated to serving the needs and to helping meet the challenges of today’s shooting facilities. The Range Report encourages letters, comments, suggestions, questions and tips. Material to be returned should be accompanied by a stamped, self-addressed envelope. The Range Report does not assume responsibility for the loss of unsolicited graphic or written material. Correspondence should be sent to: The Range Report c/o NSSF 11 Mile Hill Road Newtown, CT 06470-2359 Fax: 203-426-1245 E-mail: rangereport@nssf.org We reserve the right to edit for clarity and space.
Mark Thomas Glenn Sapir Chris Dolnack Deb Moran
Managing Director Editor Advertising Director Art Director
Advisory Committee Bill Kempffer, Don Turner - president chairman of NSSF’s of NSSF’s Association ShootingofRange Shooting Advisory Ranges Shooting park manager Committee Clark River Deep CountySporting Shooting Clays, ParkInc. North LasN.C. Sanford, Vegas, Nev. bkempffer@deepriver.net dmturner@cox.net Robin Ball, Consultant, owner Don Turner DonTurner LLC Sharp Shooting North Las Vegas,Indoor Nev. Range and Gun Shop dmturner@cox.net Spokane, Wash. Robin@sharpshooting.net Robin Ball, owner Brian Danielson, sales manager Sharp Shooting Indoor Range and Gun Shop Meggitt Spokane,Training Wash. Systems Robin@sharpshooting.net Suwanee, Ga. brian.danielson@meggitt.com Brian sales manager Glenn Danielson, Duncan, owner Meggitt Training Systems Duncan’s Outdoor Shop, Inc. Suwanee, Ga. brian.danielson@meggitt.com Bay City, Mich. gcduncan@concentric.net Glenn Duncan, owner Jon Green, director of education and training Duncan’s Outdoor Inc.(GOAL) Gun Owners ActionShop, League Bay City, Mich. Mass. glenn.duncan@chartermi.net Northborough, jongreen@goal.org Bill Green, Kempffer, president Jon director of education and training DeepOwners River Sporting Clays, Inc. Gun Action League (GOAL) Sanford, N.C. Mass. bkempffer@deepriver.net Northborough, jongreen@goal.org Holden Holden Kriss, Kriss, director director Indian River River County County Public Public Shooting Shooting Range Range Indian Sebastian, kriss3051@bellsouth.net Sebastian, Fla. Fla. kriss3051@bellsouth.net Barry Barry Laws, Laws, CEO CEO Openrange Openrange Inc. Inc. Crestwood, Ky. Ky. Crestwood,
barry@openrangesports.com barry@openrangesports.com
Phil Murray, Murray, national national sales sales manager manager Phil White White Flyer Flyer Houston, Houston, Texas Texas Tim president StanPitzer, Pate, president Oregon State State Shooting Shooting Association Association Oregon Albany, Albany, Ore. Ore.
Murray826@aol.com Murray826@aol.com
timpitzer@comcast.net onekmeters@msn.com
The Range Report
Spring 2011
Sighting In
Scoping out news for the shooting range community
By Glenn Sapir, Editor
At Next Shooting Sports Summit, Ranges Will Be Important Part of ‘Models of Success’ Task Force 20-20, the committee formed at the NSSF Shooting Sports Summit in 2008 and comprising segments of the firearms, state agency and conservation communities, has launched a Models of Success pilot program that will raise awareness of the “best-of-the-best” state recruitment and retention initiatives. Two of the programs specifically focus on shooting facilities and will be a center of attention at the next Shooting Sports Summit, planned for June 7-9 at the Louisville Marriott Downtown in Louisville, Ky. Leaders from throughout the industry and the shooting and hunting communities are encouraged to attend this year’s Summit, where the goal remains the same: to increase participation in the shooting sports. Task Force 20-20’s steering committee has identified programs in Minnesota, Oregon, Arizona and Nebraska as initiatives that can be even more effective in developing new hunters and shooters if given a boost from a dedicated marketing
campaign. The National Shooting Sports Foundation will fund the promotional efforts out of a $500,000 overall commitment to Task-Force 20-20’s recruitment and retention initiatives. “NSSF is putting its financial muscle behind these most promising state programs, many of which already have a track record of success,” said Chris Dolnack, senior vice president and chief marketing officer of NSSF, the trade association for the firearms, ammunition, hunting and shooting sports industry. “By building awareness of these entry-level and reactivation programs, we’ll add more shooters and hunters to our ranks. Research shows people are interested in trying hunting and shooting; these programs make it easy for them to get started or re-started.” Here’s a summary of the two states’ programs selected as Models of Success that predominantly involve ranges. Arizona: The state has adopted a community outreach strategy utilizing NSSF’s First Shots program that provides a safe,
supervised introduction to target shooting and an overview of state gun-ownership regulations. The “learn-to-shoot” program is being rolled out in five regions at state-owned and other public ranges. An important component is the development of a “Second Shots” program, allowing newcomers who want to pursue their new-found passion for target shooting or hunting to do so. Nebraska: A marketing campaign will motivate adults who have hunting experience to take youth or adult novices hunting, utilizing a local shooting range for sighting-in their firearms and improving their marksmanship before going afield. A dedicated website will provide helpful tips to adult mentors on how best to provide a proper introduction to hunting for a newcomer or novice. To learn more about the upcoming Shooting Sports Summit and to register, RR visit www.nssf.org/summit.
Update Your Range Information on WhereToShoot.org
Window of Opportunity Still Open for Five Free Crickett .22 Rifles
If you’ve already read the Letter from the Editor in this edition, you learned how popular the National Shooting Sports Foundation’s range-locator webpage has been. More than 820,000 unique visitors went to www.wheretoshoot.org in 2010 to learn about the location and other details of ranges within the particular, customized search they may have made. This free website, operated by NSSF, can surely increase traffic to your website and your range, but it is up to you to make sure that your information is up to date. In fact, if information is not updated by June 1, facilities may be deleted from the wheretoshoot database. To update, visit www.wheretoshoot.org, click on “List Your Range” and then on “Find Your Range” in the “Update Your Range Listing.” You’ll be directed to find your range in our data base and then be given a chance to “Update Listing” at the bottom of the RR information page.
Have you jumped on board to claim the five free Crickett youth .22 rifles donated by their manufacturer, Keystone Sporting Arms, to the National Shooting Sports Foundation’s First Shots? First Shots, of course, is the NSSF-administered seminar that has proven to be a productive way to attract newcomers to the sport and to a range. The first 200 NSSF-member ranges that commit to hosting two seminars in 2011, at least one of which must be specifically for parents and youth, are eligible to receive for free the set of five rifles. The seminar, a combination of classroom instruction on firearm fundamentals and pertinent regulations and a closely supervised live-firing session, has proven to be very effective not only in attracting participants but also in getting them to return to the host facility. Learn more about hosting a First Shots seminar at www.nssf. org/FirstShots/RangeOwners. Only NSSF members are eligible. To get more information on NSSF membership, contact NSSF Director, Member Services, Bettyjane Swann at 203-4261320, e-mail bswann@nssf.org, or visit www.nssf.org/industry/ RR members/.
The Range Report
Spring 2011
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Q&A Your questions answered
Robin Ball, President Sharp Shooting Indoor Range and Gun Shop Spokane, Wash.
Stan Pate, President, Oregon State Shooters Association Past President, Environmental Steward, Douglas Ridge Rifle Club Eagle Creek, Oreg.
Insurance: Why, How, What, How Much? Q. How do you determine your insurance needs and how do you obtain coverage? A. Robin Ball, president, Sharp Shooting Indoor Range and Gun Shop Insurance is an expense that needs to be analyzed carefully. It is expense no one feels is worth the cost—until you need it, and then you must be comforted to know that you are covered properly. Though we pay a little extra for running our insurance through a broker, it is nice to have someone else looking at the pros and cons of the different options for us. The brokerage fee adds about $500 to the policy for the year but has saved us more than that in time. It is money well spent with a professional who understands the terminology and coverage options. Using a broker is like managing your people. In your business you work with people every day that you trust with certain responsibilities. Working with a broker is the same philosophy: he or she is someone you trust to know the job. One of the factors that must be considered is replacement value of the physical structure. That amount is critical and needs to be evaluated annually, especially as we see raw material prices increasing so dramatically. If you have seen an increase in business over the past couple of years, that must be considered. That means more products on hand, higher gross sales and personnel costs and, for us, it also means more expoIn Q & A, The Range Report invites NSSF’s Shooting Range Advisory Committee members past and present, and others with special expertise, to provide their answers to questions of interest to our readers. If you have a question you’d like to see addressed, submit it to rangereport@nssf.org. If you would like to comment on the answers given in this edition’s Q&A, or if you have related follow-up questions for this team of experts, please share your thoughts at the same e-mail address. 6
sure on the shooting range. We also buy used guns and have a consignment program. Having other people’s property on hand and having our personal firearms and firearms that belong to employees are critical factors for insurance coverage. We want to protect everyone’s interests. Another critical consideration is how you use subcontractors. Do you use staff instructors, or do you allow an outside person to teach at your facility? Is your gunsmith an employee, or does he lease space from you? Do you allow law enforcement to train at your facility, and do you have a “hold harmless” agreement with them along with their proof of insurance? Are employees always acting within the scope of their job description, or do they occasionally venture outside their areas, like working shows, attending training events, etc? The most important consideration is to remember insurance is to protect you in a catastrophic event. Prevention is the best insurance. As often as you do a gun audit and inventory, you should walk through your building, look for problem areas and fix them because in the normal course of doing business, things change. You also need to have your staff understand their responsibilities as they apply to safety and facility maintenance. They are on the front lines of prevention and play a vital role in trying to preclude the need to ever make an insurance claim.
A. Stan Pate, president, Oregon State Shooting Association, and past president and environmental steward, Douglas Ridge Rifle Club For many years our club like so many others purchased our insurance through the NRA-affiliated insurance companies. The NRA-endorsed insurance policies provided then and likely still do a good overall coverage for most shooting facilities for the premiums being paid. About four years ago Douglas Ridge Rifle Club (DRRC) started researching alternative insurance options that we’d learned about through our Oregon State Range Association. What DRRC discov-
ered was that many other options were available to us for our insurance needs. Some were much better than others, and work and research were required to find an insurance company who’s policy and premium would suit our needs best. To understand part of our motivation in starting the research of insurance options and why our gun club was extremely concerned with what the coverage was going to cost us, you should know what was going on at our facility. DRRC was being sued by a former member who’d filed four suits at the state court level and two suits at the federal court level. The defense of these suits was extremely expensive. In addition to the suits that had been filed against DRRC, the club had filed a suit in federal court against its insurance company for coverage that we felt they were bound to provide. We eventually won this law suit, which paid for our entire legal defense costs. During our extensive research for an appropriate insurance provider we were confronted by options that we as an organization hadn’t considered before undertaking this task—such things as specific policies to cover both the volunteer members who serve our organization that handle at times a great deal of money on our behalf and the gun club itself. Another question was how to handle the indemnification of our officers and board members? With a lot of research we found what suited us best in one company with one premium. In fact, we gained a very large savings in premium costs with more coverage than we’d ever had before. The key to our success was to explore “alternative” sources and to draw on other shooting facilities’ experiences. For further information or ideas, you might contact our Oregon Association of Shooting Ranges at www.OASR.com. Our current coverage is as follows for the major coverage limits of our insurance policies: General liability =$2,000,000; Commercial general liability =$2,000,000; personal Injury each occurrence= $1,000,000; and fire damage = $100,000 RR for any one fire. The Range Report
Spring 2011
Your First Shot at New Shooters
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inding new customers is always a challenge. If there ever was a sure shot at new business, this is it. Best of all, ranges that held seminars found a significant increase in range activity, traffic and profits! Shooting range hosted and managed seminars are free to participants,, easy to run by even small ranges and, best of all, low cost to facilities. As a NSSF member, we have already done most of the work for you and actually help fund advertising for your seminar, provide loaner equipment, ammunition, targets and safety literature. First Shots is a short, hands-on introduction to firearms covering safety, responsible ownership and shooting fundamentals. Why is the program so successful? First Shots provides a system for bringing target shooting to the general public in one complete package that makes it simple for nonshooters to: 1) 2) 3) 4)
Gain awareness of target shooting. Build interest in learning more about target shooting. Evaluate and try target shooting before investment. Access continued opportunities to participate.
The program’s elements of cooperative funding for advertising, a simple agenda, short time frames, limited trials and safe environment all result in an increase of new shooters and new customers to your range.
An introduction to shooting
Here’s what range owners have to say: “We started to do First Shots almost a year ago and continue to run one class a month. We do this for two reasons, one is to get more shooters involved in the shooting sport and the second being a great way for us to give back to the community. We have seen participants who have gone on to take almost every class we offer on personal protection and continue to want to learn more about shooting. We will continue to participate in the first shot program and look forward to the new classes that they are working on.” Harry Misener, Special Events Coordinator Shooter’s World
Many have seen remarkable results. To learn more go to www.nssf.org/firstshots or contact Randy Clark (rclark@nssf.org) or call (203) 426-1320. Taking that first shot is always the toughest and the most memorable.
WWW.NSSF.ORG/FIRSTSHOTS WWW.NSSF.ORG/FIRSTSHOTS The Range Report
Spring 2011
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What’s New in Clay Bird Throwers? Reliability, versatility and cost savings are benefits of various innovations By Carolee Anita Boyles
T
raps and clay throwers are at the heart of outdoor ranges. If they don’t do their job, your customers don’t get to play. Fortunately, this is one area of range design where technology is innovative and reliable. According to Clark Vargas, president of C. Vargas and Associates in Jacksonville, Fla., clay throwers can be divided into categories based on how they’re used. “This is the way we’ve been doing it for 25 years,” he said. “Traditional traps are for the trap game, and are single or double traps that throw straight ahead.” For trap and skeet, with the high house and low house, the trap also throws straight ahead, Vargas said. “These machines throw along a prescribed arc,” he said. International trap and skeet 8
machines do basically the same thing as “regular” trap and skeet machines. “However, these machines throw the clays faster, and sometimes they throw doubles,” Vargas said. He terms sporting clays as the “golf” side of the clays market. “The range operator selects one of seven types of traps that are available, according to the site where he’s putting the trap,” Vargas said. “This lets him make the presentation that is compatible with the land and that mimics a particular flight of birds. About 80 percent of what operators select is some type of crosser. Another 10 percent or so will be either coming toward the shooter or going away from him. Five percent or less will be specialty traps, including the rabbit and battue. The rabbit runs along the ground until it hits something and goes in another direction, and the battue is a
heavy bird that is thrown vertical and is erratic in flight.” A range manager who’s astute about the equipment can set up an entire sporting clays course using only a couple of types of machines, Vargas said. “All the manufacturers are very competitive, so a range owner tends to pick the ones he likes based on cost and reliability,” he said. “On a course with 26 to 30 machines, at least 15 of them will be the same kind. You’ll also have two specialty machines. And you need to buy top of the line machines so they don’t malfunction. If you don’t, you’ll have a mess on your hands.” So what’s new? Although many “lighter use” brands of traps, such as Champion, are available, range owners need to focus on industrial-grade equipment so they have clay throwers that last, said Pete Masch, facilities manager for the National Shooting Complex in San Antonio, Texas. “One particular brand that stands out as being strong is LaPorte,” Masch said. “Other good brands are Promatic, Mattarelli, Beomat, GP Traps, and Lincoln Traps. From what I’ve seen across the nation, range owners look at price as the bottom line, so what people buy depends on the money they have available.” One reason Masch likes LaPorte so much, he said, is the innovations the company has made in the past few years. “Over the past two to three years, they’ve fixed all the problems that were issues on all the machines on the market,” he said. “The new LaPorte 185PC8C machine is the easiest one to work with, hands down. There’s hardly any trouble with it compared to years past.” Some of the key innovations on the new machine include enhanced flexibility in the way clays are thrown. “For sporting clays, we like to put angles and twists into the clays that are thrown,” Masch said. “LaPorte now has all of that built into their base. It’s a simple one-wrench adjustment, and you can tip the machine 86 degrees up and 70 degrees right to left.” The new machine also has a simple to use, solid-state electronic control box. The Range Report
Spring 2011
“Before this, electronics were a problem with everybody,” Masch said. “We’ve been running more than 100 of the new machines here, and we haven’t had any trouble with the electronics on them.” A new feeding system also is a positive feature on this machine. “The new ramp system LaPorte has built is all stainless steel or cast alumiout on his own, you’re really trusting num,” Masch said. “That solves the every individual. However, with counissue of a trap sitting outside and being ter systems every target is accounted subject to corrosion and rust.” for and every target is paid for.” The only downside is the price, The National Shooting Complex Masch said, which actually is only installed one of the Long Range protoabout $200 more than the other trap type counter machines on the systems, and they market. “When you’re on the ‘honor’ saw a difference One of the immediately. biggest innovasystem ... you’re really “We started tions to come trusting every individual. saving about a along in years, pallet of targets Masch said, is However, with counter every week,” wireless release systems every target is Masch said. systems. accounted for and every “That’s how “Until now, many were every machine target is paid for.” being shot here has had to have and there that a cord connected we weren’t accounting for. That’s a to it so you can push the button for it phenomenal amount of waste.” to throw the targets,” he said. “Now Some counter systems are wireLong Range and a couple of other less and some are hard wired, but Long companies have come out with their Range also is the leader with this technew remote systems. These systems nology. tremendously reduce the set-up and “That’s one of the hottest things maintenance time on the equipment. going right now,” Masch said. “KeepYou can put a trap anywhere you ing track of everything thrown is want and hook it up, and it’s ready to important, because every target reprego. There’s no more concern about sents cost.” the wire getting shot or worn out, or Another innovation to look for is critters chewing on it and damaging it. from Promatic. This is a fantastic change.” “They put three small machines on Yet another innovation is couna wobbly base and mounted the whole ter systems that literally “count” the thing on a trailer so you can move it number of thrown targets. with a truck,” Masch said. “They’ve “That’s a big thing for clubs,” sold a lot of those to game ranches and Masch said. “When you’re on the outfits that want corporate shooting. ‘honor’ system where there’s just a RR button on the cage and the shooter goes It’s a three-machine wobble.” The Range Report
Spring 2011
For More Information Clark Vargas C. Vargas and Associates, Ltd. Consulting Engineers 8808 Arlington Expressway Jacksonville, FL 32211 904-722-2294 www.cvaltd.com G.P. Traps L.L.C. 2711 S.E. 190TH Atlanta, KS 67008 620-394-2341 www.gptraps.com Howell Shooting Supplies 140 Lowe Drive Enterprise, AL 36330 334-393-2843 www.howellshootingsupplies.com Laporte America 14463 Governor G.C. Peery Hwy. P.O. Box 492 Pounding Mill, VA 24637 800-335-8727 www.laporteamerica.com Pete Masch, Facilities Manager National Shooting Complex 5931 Roft Road San Antonio, TX 78253 210-688-3371 www.nssa-nsca.org Promatic 7803 W. Highway 116 Gower, MO 64454 888-767-2529 www.promatic.biz Mattarelli USA 832-473-0366 www.mattarelliusa.com Shyda’s Services, Inc. Home of Lincoln Traps 2360 Colebrook Rd. Lebanon, PA 17042 717-274-8676 www.lincolntraps.com
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Signs of Success Is your facility signage up to the task? By Scott Engen
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t’s been said that you never get a second chance to make a first impression. Nowhere is that more true that in the signage that attracts (or repels) customers to your range facility. That first impression often determines whether a new customer will walk through your door or keep driving, looking for a more appealing range somewhere down the road. Signage is much more than just hanging out your shingle and hoping customers will show up. It’s your 24/7 display ad for everyone to see. It’s part of the core branding process around which you build your entire reputation. Branding is the entire process involved in creating a unique name and image for a product, good or service in the consumers’ mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. “Businesses only have a few seconds of the attention from motorists to create the impression that makes a difference,” observed Jeffrey S. Young, vice president If your range signage program is and division manager lacking, begin by developing a plan for Young Electric Sign Company (YESCO) in and a budget to make improvements. Salt Lake City, Utah. “Signs that are too small, are not illuminated adequately or try to say too much will not be seen and will not have value for the business and/or the community.” You may not immediately recognize the YESCO company name, but you’ve undoubtedly seen their mega-signs all along the Las Vegas Strip when you attend the SHOT Show. So, start by taking an objective look at your existing range signage and the message it conveys. Is it faded, shabby and weathered, or does it look fresh, bold and attractive? When you drive by does it make your range look like a shady operation or 10
The Range Report
Spring 2011
gate your local government’s sign Don’t let your signage program the kind of place a family would regulations. You may even be able end at your parking lot or front like to spend the afternoon enjoying to work out some sort of trade door. Continue your program with the shooting sports? arrangement with sign suppliers for clear, attractive signage at the sales If your range signage program range time or facility use. Your club counter, in the halls and on the is lacking, begin by developing a members may also have expertise firing line. Strive for a consistent plan and a budget to make improvein signage design, fabrication and look and feel with easily read typogments. Look at your range signage installation. raphy, uniform colors and pleasing as an investment, not an expense. If Don’t overlook the numerous layout. Make sure your logo and you can’t afford to do a total signage website address are used remake all at once, prioritize wherever suitable. your needs and schedule Do some informal research on the Naturally you should replacement signage over a make sure your range rules period of months or years. signage at other successful local and safety procedures are Do some informal research on the signage at businesses ...see what kind of signage clearly posted. Consult with your attorney and insurother successful local busicatches your eye and makes you ance carrier to make sure nesses, especially those outside the outdoor sports want to walk in the front door and do any necessary information related to safety is promimarket. See what kind of nently displayed and easily signage catches your eye and business with them. understood. makes you want to walk in Your signage program the front door and do busican also support your retail sales ness with them. online resources that are available efforts. Put out an attractive banner Many local business orgafor facility signage design, such announcing a major event, annual nizations and institutions offer as the United States Sign Council membership drive or summer shootresources that can help you locate Foundation at www.usscfoundaing league. Portable signs with reputable sign suppliers and navition.org/publications.php.
NO BELLS. NO WHISTLES. JUST PERFECTION. THANK YOU AMERICA FOR 25 YEARS OF SUCCESS.
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GLOCK revolutionized the firearms industry by redefining the modern pistol. And after 25 years in America, our dedication to continuously pursue perfection remains our steadfast conviction. We provided you with unequaled reliability, and you have shown your confidence in us. So thank you law enforcement, military, and consumers for helping us become the standard by which all others are compared.
The Range Report
Spring 2011
770-432-1202
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changeable text placed at the curb can attract new customers to special sales or range activities. You can even have a design template on your computer into which you can insert a headline and
any supporting information. Print it out on your laser or ink jet printer and insert the sheet into a clear plastic sign stand that’s available from your local office supply store and you’re in business!
In short, plenty of options are open to range operators to create an attractive signage program that’s both cost effective and traffic building. The only limitations are your RR imagination!
Leading off with a logo adds consistency to your signs and your branding efforts.
Eleven Quick Tips for Effective Signage Design 1. Keep it visible and legible. Remember that people
7. Make sure your sign is conspicuous. Your
2. Save the details for the sale. Don’t attempt to sell
8. Avoid obstructions. Make certain the sign can be
3. Keep it simple. Crowding the sign with too many
9. Make it memorable. Your sign should make your
of all ages are reading while looking through a windshield, in traffic, day and night. They must be able to see and read the sign quickly and easily. Sans serif fonts are helpful for fast legibility.
with information on the sign. Save that information until the customer has set foot in the business.
words or lines of text makes it impossible to read from a distance. Three to five words are optimal for quick readability. Also, make sure the letter kerning is not too tight.
4. Grab attention. There should be something about the sign that will reach out and command attention. Ideally, the first item should be a large pictorial graphic or your company logo, but it can also be large dominating text. Strong color contrast can help as well.
5. Appeal to impulse buyers. Many businesses
mistakenly think of a sign as merely a device that identifies them. What they fail to realize is that 55 percent of all retail sales are a result of impulse purchases. This makes it imperative that the sign quickly communicates what the business sells.
6. Keep it near the viewer. Put the sign as close to the
12
street as is permitted.
message competes in a complex environment. A passerby must be able to differentiate your sign from its surrounding environment. A strong contrast to the building facade (and an easily legible font) is helpful.
viewed without obstruction from any source. Drive past your business from all directions to help determine the most visible sign location(s).
range and its location easy to remember. “Just look for the big red sign near the intersection of Alameda and Bennington.”
1 0. Consider colors carefully. Too many colors take
away from the quick readability of the sign. Again, stay simple. Make sure colors are contrasting. Yellow on white is not very readable, whereas black on white is easily readable.
11. Consistent visual image. Ideally, the design and the colors of your building should reinforce the design and colors of your sign (or vice versa). Color is probably the easiest and most cost-effective device for this coordination of design for business identification.
Source - SBA “Design Tips” within “Understanding the Value of Signage.”
The Range Report
Spring 2011
Your Future Is Our Business It’s Also Our Mission and Passion National Shooting Sports Foundation® Join the National Shooting Sports Foundation. Help us attract, excite and inform new hunters and shooters – and turn them into your customers. 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.
For 50 years, our mission has always been to promote, protect and preserve our hunting and shooting sports. Now more than ever, it’s time to shoot for more and become a NSSF member. To join, contact Bettyjane Swann at (203) 426-1320 or bswann@nssf.org.
© iStockphoto.com/Sami Photography
The future of your business depends on it.
www.nssfmembership.com The Range Report
Spring 2011
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Pattern for Spring Profits Turkey hunters will flock to the range to ready themselves for the season By Michael D. Faw
Turkey hunters want to be able to rely on their shotgun, choke and ammunition combination when the big moment presents itself. They can settle for patterning their guns at the last minute on a makeshift setup in the field, but many would prefer to come to the range to do it under more conducive, controlled conditions.
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The Range Report
Spring 2011
W
hen it comes to conservation success stories, nothing quite compares to the return of the wild turkey to America’s landscapes. More than 7 million wild turkeys inhabit 49 states today, and according to the most recent (2006) US Fish and Wildlife Service national survey on hunter activity, more than 2.5 million people hunt turkeys in America. This is a potentially huge customer base for shooting ranges. The high turkey hunting activity means one thing for ranges, gun shops and all outlets that sell shotshells and wild turkey-related hunting gear: stock your shelves early, open your range doors wide and prepare to ring the cash register often. Along with offering range time, plus selling gear, scopes and shotshells, some ranges host special turkey hunting clinics and state game department turkey hunter education courses to better serve turkey hunters. The biggest draw, however, is providing a place where turkey hunters can sight in their shotguns. Nearly every magazine article or “how-to” turkey hunting book stresses the key to hunter success is patterning the shotgun to the shotshells the hunter will use to hunt. This turkey hunting shotgun patterning process has become a rite of spring in much of America. Though a sturdy bench and sandbags or a solid gun rest can help with the patterning process, many turkey hunters prefer to sit with their back to a tree or similar structure and shoot with a shotgun resting on their knees. Is your range able to provide this service? If you can, you should reach out to the turkey hunting community and let them know you can accommodate their needs. Also consider contacting a National Wild Turkey Federation local chapter and let it help promote your facility as a shotgun sighting-in center.
shotshell, choke and gun with which they plan to hunt and experiment with various choke and shotshell combinations. Nearly any range could earn extra income by breaking up boxes of shotshells and placing several similar shotshells in a zipper-lock-type bag and having those readily available for sale as a test sample. This would save hunters a lot of time and trouble, and could lead to more shotshell sales for any range. Place a turkey target on a backstop (see sidebar on next page). Many
manufacturers produce these, and some make targets for which you can peel off the backing and stick them to the backstop. You can even download and print a turkey target at www.nssf.org/targets. The targets show the head and neck, the preferred vital area for which to shoot. Also consider providing an ink marker where customers can record on the target details about the distance, shotshell and choke. Learn how to build a sturdy patterning board on the next page
Patterning pointers Nearly every article and book covering turkey hunting notes that 40 yards—or less—is the range to pattern a shotgun. Shooters need to test the The Range Report
Spring 2011
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Build a Pattern Board
Materials Needed Three 8-foot-long 2x4-inch studs One 3/8-inch thick 4x4-foot section of waferboard (Note: You may have to buy a 4x8-foot sheet, for about $5) One dozen 3 1/2-inch wood screws Roll of 4-foot brown craft, construction or butcher paper to cover the surface of the wood Turkey targets To construct a sturdy and longlasting pattern board, you’ll need three 8-foot-long 2x4-inch studs and one 4x4-foot section of 3/8-inch waferboard. You will also need a dozen 31/2-inch woodscrews. I purchased the supplies for approximately $10.
First, cut two 4-foot-long 2x4-inch and two 45-inch-long 2x4-inch segments. Place the sawn lumber on a smooth surface, use a framing square to square the corners and screw together at the corners to create a 4x4-foot square. Next, saw two 2-footlong pieces of 2x4-inch and attach these on opposite corners to hold the square upright. Now, attach the 4x4-foot waferboard section to the face of the 4x4 framed square with screws. Finally, cover the waferboard surface with craft, construction or butcher paper, attach a turkey target and move the target setup to the desired downrange distance. NOTE: This pattern board will be far more durable than some that are made of PVC pipe or 2x2-inch lumber. Stray shot pellets in the turkey loads could damage those pattern board RR frames.
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The Range Report
Spring 2011
The Range Report
Spring 2011
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Inter-Range Cooperation: Make It Work for You Team up with another range to benefit both your businesses By Tom Carpenter
“
We must, indeed, all hang together or, most assuredly, we shall all hang separately.” Those words are attributed to one of our great American forefathers, Benjamin Franklin. He was also one of our first gun-rights advocates. No, he didn’t operate a shooting range, but he did know a few things about business and life: Get along, work together and we’ll all be better off. That sentiment certainly applies to shooting ranges. Why not try to find ways to work together? Cooperative efforts increase traffic and the bottom line for everyone. Here are a couple of examples of ranges “hanging together” for everyone’s benefit, and some additional concepts for inter-range cooperation.
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More than a shotgun approach Three shooting clubs in Dutchess County, N.Y., teamed up last summer to put on the Dutchess Classic. It was a three-day sporting clays shoot, with one day at each range – Dover Furnace Shooting Grounds, Mid-County Sporting Clays and Orvis Sandanona Shooting Grounds. The idea originated with Steve Meyen of Mid-County. “I’ve always enjoyed shooting at different facilities, and I thought it would be a great idea to team up with these nearby ranges,” Meyen said. “We had a kick-off meeting, everyone liked the concept and we decided to give it a go.” Peggy Long, general manager at Orvis Sandanona, immediately bought into the suggestion. “We all loved the idea. At Sandanona, we had done a similar cooperative shoot before. It went well, so this seemed natural.” Gary Hall, general manager at Dover Furnace, also supported
the proposal. “We teamed up because we wanted to give shooters variety, and we wanted places that could accommodate this number of shooters with quality courses. We corralled about 250 shooters, more than we had hoped for. Most shot all three days. The shooters came from the participating clubs, as well as the public.” Each of the ranges is open to the public. “The biggest benefit, and what really attracted shooters, was the variety of targets over one weekend,” Hall said. “These are all 15-station courses, each with its own unique setup. That’s a lot of fun and variety.”
The Range Report
Spring 2011
Celebrating the Fourth with a bang “People really looked forward to it,” Long said. “We picked the Fourth of July weekend because it was open at the courses, but that’s a time for family vacations and get-togethers, so we took a little chance. But the shooters really came.” That the shoot worked on a holiday weekend was testament to a great shooting opportunity. “We created a very inviting event, and people made the time for it,” said Long. “‘If you plan ahead and get the word out, people can make plans, sign up and build their day or weekend around it, holiday or not.” Good promotion is key to attracting shooters. The clubs used brochures displayed at each range and in area sporting and gun shops, posters, website postings and word of mouth. An e-mail campaign to the clubs’ customer list would also work. Another option is to mail a flyer. Counter personnel and range staff should remind guests, too. With three ranges involved, good planning and cooperation was crucial. The clubs kept the process simple but efficient. Meyen says that starting six months before the shoot, representatives from each range met monthly, compared notes, made to-do lists and followed up at their own range. “A key was a central registration” Long recalled. “One person did the registration for the entire shoot. Then we all had the same master list of shooters.” How did each range benefit? Other than the economic returns of hosting 250 shooters and selling lunch and refreshments, shooters got to sample new courses for potential return visits. Furthermore, traffic increased on what otherwise might have been a slow weekend. “It’s all about exposure,” said Meyen. “In addition, by letting those 16 and under shoot for free, we provided exposure to shooting for younger folks. The clubs teamed up to invest in shooting’s future.” Hall also cited the community benefit of providing work for the trappers. “Our 250 shooters provided good wages for those workers,” he said. Would the clubs do it again? “Absolutely,” said Hall. “We are The Range Report
Spring 2011
going to do it again this year. It was such a success.” Long agreed. “We’re all in the same business, with high standards and good ideas on how to run a smooth shoot.” Meyen echoed the sentiments. It was another example of rival ranges thinking toward their common good.
Loading Up with Other Ideas Here are other ways that ranges might work together. • Team up on one- or multi-day shoots for trap, skeet, small bore, big bore, silhouette, pistol or any other kind of shooting (It doesn’t have to be only sporting clays). • Plan a multi-gun shoot (rifles, pistols and/or shotguns) at different ranges. • Co-op on advertising to promote both ranges in one place and save promotional dollars. • Provide links to each other’s websites. • Get together with the other range’s manager, compare notes on products and services and brainstorm a partnership. The examples in this story prove it can be done—profitably.
Targeting in on a partnership The Dutchess County Classic was a well orchestrated and very successful three-day event, but ranges also can work together on a full-time basis. Two California ranges have forged a comfortable partnership that benefits both businesses. The Center Mass Shooting Range offers eight 17-yard and four 25-yard indoor lanes in Vacaville, Calif. A retail store, along with a training center and class offerings, round out this popular shooting establishment.
Fifteen miles away, near Woodland, Calif., sits the Yolo Sportsmen’s Association. Yolo offers ranges for 10-yard handgun, 25-yard handgun/ rifle, 50-yard rifle, 100-yard rifle, trap, skeet and sporting clays. Like Center Mass, Yolo is open to the public. ”We like to work with the Yolo Sportsmen’s Association,” said Don Salvador, manager at Center Mass. “Some customers want to shoot their centerfire rifles or shotguns, but our indoor ranges only allow pistols, or rifles using pistol ammunition. It’s a good relationship. We send customers their way. It gives them a good place to shoot, and that’s good for business in our retail store. We’re not taking any business from each other.” Frank Serrao started the relationship with Yolo in 2006. “We keep their brochures on hand, and send our long-gun folks to Yolo for a place to shoot their newly purchased firearms,” Serrao said. “In turn, Yolo posts our range calendars and sends potential buyers here for guns, accessories and ammunition.” The Yolo Sportsmen’s Association likes the arrangement too. “It’s smart,” said Gary Tucker, manager at Yolo. “If Center Mass has customers who buy rifles, the store will send them our way for an outdoor place to shoot. It works well. People can just come on over. “On the flip side,” Tucker pointed out, “we send people there for guns and supplies, and also to rent guns, which we don’t do.” The keys in a relationship like this are simple. Get your literature in each place of business, and instruct employees to promote the other range to customers. Ranges can also provide links and partnership details on each others’ websites. Wise old Ben Ben Franklin, that founding father and original supporter of our Second Amendment, had it right: Cooperation can be more productive than working independently of one another. If there is another shooting or gun facility in your area, why not get together to see how you might RR work to benefit each other? 19
Two Arizona Ranges for the Birds Scenic venues offer Phoenix-area shooters clay bustin’ options
F
or clay-target enthusiasts living in the greater Phoenix area, the choices for a place to bust some birds are quite limited. Two venues – the Ben Avery Clay Target Center (BACTC) and the Rio Salado Sportsman’s Club (RSSC) – offer a place to shoot a round of trap or sporting clays, but only one, the BACTC, also has a skeet field. The Phoenix metro area consists of many cities and towns that are generally split into the East and West Valley. To the east, the major cities are Mesa, Tempe, Scottsdale, Apache Junction, Chandler and Gilbert, which are all within reasonable driving distance of RSSC. On the west side, the BACTC serves Phoenix, Glendale, Peoria, Surprise, Sun City and Goodyear.
Range A It has earned its Five Stars Owned and operated by the Arizona Game & Fish Department (AGFD), the Ben Avery Clay Target Center (BACTC) is part of the much larger Ben Avery Shooting Facility. The entire 1,650-acre complex is one of only 18 ranges in the U.S. to garner a Five Star rating by the National Shooting Sports Foundation. After the AGFD assumed operation of the center from a private contractor in 2006, it undertook an extensive renovation program. The 18 fields on the trap and skeet line were refurbished with new skeet houses, fencing, pre-cast trap houses with hydraulic trap machines, card readers, a voice-activation system, new skeet machines and lights for night shooting. In addition, trap and skeet Field 2 is now an Americans with Disabilities Act-accessible field. All trap and skeet fields also include shade structures, refrigerated water fountains and desert shade trees. 20
The sporting clays area was also renovated and expanded to three courses guaranteed to meet every shooter’s needs, from a beginner-level shooter to the seasoned competitive shooter. The beginner level six-station Executive Quail course features some high flyers and a rabbit target, while the ever-changing intermediate 15-station Rattlesnake and master level 15-station Roadrunner courses will challenge even the best sporting clays enthusiast with long shots, eight-foot-high shooting platforms and an elevated scissor-lift tower. Target presentations are changed periodically to make each returning visit a new experience. The 5-Stand field setup on one of the trap/skeet fields offers shooting similar to sporting clays without the walking. Each stand has a menu of five target presentations, for a total of 25 birds per game. The BACTC added a Bunker Trap field, which is also known as International Trap, the type used at the Olympic Games. The addition of the Bunker Trap field is one of the reasons the BACTC is now a regional training center for USA Olympic Shooting Sports. The trap house design resembles a baseball dugout that houses the 15 machines – three throwers for each shooting station. The shooter stands at an elevated position on top and behind the bunker, and the clay targets can go left, right or straight out at speeds of up to 90 miles per hour. Many professional, competitive shooters favor this type of trap, but it can be fun for any shooter who enjoys a challenge. The winter hours, beginning in October, are 8 a.m. to 8 p.m. from Wednesday through Saturday. Hours on Sunday are 8 a.m. to 3 p.m. The summer hours, beginning in May, are 7 a.m. to 9
p.m. from Wednesday through Saturday and 7 a.m. to 3 p.m. on Sunday. The BATC is closed on Monday and Tuesday throughout the year. On occasion, some fields and courses are limited because of sanctioned registered shoots and other public or corporate events.
Range B Basically a do-it-yourself setup The Four Star rated Rio Salado Sportsman’s Club operates on a 140 acres owned by the Arizona Game & Fish Department. The sporting clays range, which is basically a do-it-yourself operation, is open seven days a week during regular range hours and is cart accessible. There is an electronic card-reader system in place so shooters must check in at the Activity Center office to get an activation card. Office hours are 8 a.m. to 4 p.m. (3 p.m. on weekends). Cards can be purchased, and occasional or one-time users can check out a card with a driver’s license. Checked-out cards must be returned to the office prior to 4 p.m. on weekdays and 3 p.m. on weekends. The RSSC shotgun center also has two practice stations with automated, token-operated shotgun stands. Shooters must purchase tokens at the Activity Center. A token, good for 25 birds — plus two more included in case of breakage — is $5 for members and $7 for nonmembers. Each station offers the option of throwing one or two birds at a time. Shotgun carts are now available for rent at the Activity Center for $5 per day. The range is open from 7 a.m. to 5:30 p.m., everyday with the following exceptions: Closed at 2 p.m. on Christmas Eve and New Year’s Eve; closed all day on New Year’s Day, Easter, ThanksRR giving & Christmas Day. The Range Report
Spring 2011
Ben Avery Clay Target Center 4044 W. Black Canyon Blvd. Phoenix, Arizona 85086 623-434-8119 www.azgfd.gov/ctc2/index.html
Rio Salado Sportsman’s Club 3960 N. Usery Pass Road Mesa, AZ 85207 480-984-9610 www.riosaladosportsmans.com
Scorecard
Editor’s note: The Undercover Shooter is an experienced recreational shooter but is not trained in technical aspects of range design and operation.
Each category is rated on a scale of 1-5 with 5 being the highest score.
Ben Avery Clay Target Center Customer Satisfaction Rating Signage, Visibility:
4
Rental Firearm Availability:
5
• A large BACTC sign at exit 223A of I-17 for the Carefree Highway (SR 74) points the way. From there, however, the route can be a bit confusing for new visitors.
• Remington loaner shotguns are available free of charge, and a Beretta or Benelli is available for a $10 rental fee.
Layout and Appeal:
• The staff readily answers questions in a courteous, professional manner and go out of their way to help first-time visitors.
5
• Surrounded by the Sonoran desert landscape and spectacular mountain backdrops, the BACTC provides a scenic venue for the clay target disciplines. • The renovated, well designed layout includes a new combination trap and skeet field specifically designed to accommodate handicapped shooters who use a mobility aid. • A well laid out RV campground at the west end of the BACTC provides 102 full hooks-up sites.
Retail Product Availability:
3
• The products available in the clubhouse are minimal, consisting of shotgun ammo at $6 per box, hats and ear plugs.
Staff Friendliness:
Range Safety:
5
5
• A rangemaster and a couple of assistants were on duty at the BACTC. Inexperienced shooters watch a short safety video, and the range officers offer shooters informal, on-the-line instruction, both for safety and shotgun know-how. • Adequate signage on the premises also reminds shooters of specific safety issues.
Programs/Memberships:
5
• BACTC, owned and operated by the AGFD, is
an open-to-the public facility. • The AGFD also administers the Scholastic Clay Target youth program, and the BACTC plays a key role in its development. • The Ben Avery Desert Roses is an introductory women’s shotgun program. • Leagues offer shooters a great way to compete against peers of the same skill level.
Cleanliness:
5
• The grounds, despite being desert-type, are exceptionally clean, as are the restrooms.
Comments, Impressions:
5
• The AGFD claims BACTC will become one of the finest trap, skeet and sporting clays facilities in North America. USA Shooting likely thinks that has already happened because it has selected BACTC as an Olympic Regional Training Center.
Rio Salado Sportman’s Club Customer Satisfaction Rating Signage, Visibility:
5
• The main entrance to the range is well signed.
Layout and Appeal:
5
• With a spectacular mountain backdrop of Four Peaks to the northeast and the Superstition Mountains to the southeast, the RSSC might be the most scenic shooting range at which I’ve ever shot. • The shotgun range at RSSC consists of a combo field for trap, wobble trap and 5-Stand and a 12-station sporting clays course that winds throughout the scenic desert terrain.
Retail Product Availability:
3
• There is little to buy at RSSC. Shotgun ammo, eye and ear protection and some RSSC logo hats and shirts are available. A gunsmith has an on-the-premise shop.
Staff Friendliness:
4
• The range staff got somewhat testy at times with shooters who ignored common safety rules, but for the most part, the range officers
willingly help beginners and answer questions courteously.
Range Safety:
5
• Range officers are always present. First-time shooters must watch a short safety video. • Eye protection must always be worn while outdoors after entering the main gate. • Lots of signs on the premises remind shooters of specific safety issues.
Programs/Memberships:
5
• Membership includes unlimited time at the main range, discounts on spotting scope rentals & RSSC logo merchandise, a reduced daily fee for guests (limit two), use of the Activity Center and an opportunity to become qualified on the other ranges of the club. • Club memberships are available for both individuals and for families. • The annual individual membership fee is $85. A $95 family membership includes two adults living at the same address and chil-
dren from eight to 18. First time or expired members also pay a $25 initiation fee. The optional Gate Pass Card for early entrance at 6 a.m. is $15. • The RSSC offers shotgunners plenty of opportunities to bust some clays. Wobble Trap is available from 7 a.m. to 5 p.m. on Monday and Tuesday. The Tuesday Games & Pieces Night takes place from 5 p.m. to 9 p.m., and 16-yard trap is available every Wednesday, Thursday and Friday from 7 a.m. to 4 p.m. Those who enjoy 5-Stand can shoot on Thursday night from 5 p.m. to 9 p.m. or every Saturday and Sunday from 8 a.m. to noon.
Cleanliness:
5
• The grounds are well kept, and the restrooms are clean.
Comments, Impressions:
5
• Although not in the same class as the BACTC, the RSSC shotgun facility provides a needed resource in the East Valley.
All reports, comments, impressions, opinions or advice expressed in the Undercover Shooter column are solely those of independent, recreational shooting range consumers and do not necessarily represent those of the National Shooting Sports Foundation or its affiliates. Neither the NSSF nor its affiliates make any warranty or assume any liability with respect to the accuracy or reliability of any information provided by Undercover Shooter contributors. Readers are encouraged to and should perform their own investigation of the information provided herein. The Range Report
Spring 2011
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Home on the Range Views from NSSF staffers and guest contributors
How Proactive is Your Shooting Range?
By Zach Snow
Manager, Shooting Promotions
Zach Snow is the manager of shooting promotions for the National Shooting Sports Foundation. His responsibilities include servicing the needs of range members of NSSF, who comprise NSSF’s Association of Shooting Ranges.
Meeting challenges now, rather than later, is the key to survival By Zach Snow
S
hooting ranges face a variety of unique challenges today that may not have existed 15 or 20 years ago. One is lack of active participation. Another is environmental issues. Ask yourself, “What is our gun club/shooting range doing to be proactive, rather than reactive, in addressing the challenges we face today or could face in the future?” It is better to address the challenges before they become out of control or more costly to resolve. You need to have active participation in order to survive. Recruitment and retention efforts help meet this challenge. A variety of approaches can engage current and prospective members and/or customers to use your range. The key is to identify what excites and motivates your current shooters and at the same time figure out to how to attract new people to the shooting sports and, more specifically, to your range. The solution The solution is to accommodate as many audiences as possible to maximize activity on the range. Areas to focus on when implementing programs include accommodating active/competitive shooters while recruiting new shooters, women and youth. For the active/ competitive shooters, think about setting up a shooting league or holding competitive events to engage this group. For shooter recruitment, host a First Shots classroom and live-firing event (www.nssf.org/firstshots) and introduce the community and general public to your range and the shooting sports. The First Shots program, though
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not geared only toward women, has proven to be a very successful tool in recruiting ladies to the shooting sports. After attracting women through a First Shots seminar, structure a more formal program specifically for the women you have introduced and that are now ready for more. Concentrate on youth A variety of successful youth shooting programs run at national level, including the Scholastic Clay Target Program (www.sssfonline.org), can be implemented at your range today. Start-up expenses for implementing new programs or activities can be costly. The NSSF Range Partnership Grant Program is here to help. Its purpose is to help shooting ranges and sportsman’s clubs with their recruitment and retention efforts by providing direct funding for new programs aimed at increasing participation at their facility. For more details on the grant program go to www.nssf.org/shooting/ grants/. Check the NSSF website for the imminent announcement of the 2011 grant program. Another critical topic that ranges must give priority to is environmental management. Make sure that you’re taking all the necessary steps to protect your range from any potential litigation that could arise from environmental violations. Become educated on the regulatory laws and how they apply to shooting ranges. Once you’ve become more educated, take the next proactive step of establishing an Environmental Stewardship Plan (ESP). The NSSF range publication titled “Environmental
Aspects of Construction and Management of Outdoor Shooting Ranges” will help you get started. It discusses the regulatory laws, lead management at shooting ranges and ESPs. Coming soon to www.nssf.org/ranges will be a webinar on “Lead Management for Outdoor Shooting Ranges.” In the meantime, for more information on ordering the existing publication along with others produced by the NSSF, go to www.nssf. org/PDF/ASR_catalog2010.pdf. NSSF members can now download for free all of these publications through the member login section of the website. Although establishing an ESP or a new recruitment program may sound like a major undertaking for your gun club or shooting range, you can—and must—recognize and meet the challenge of managing in a sound environmental manner and increasing participation. Prioritize your actions Identify all of your challenges, figure out solutions and prioritize what needs to be addressed first. Once you’ve identified your priorities, reach out to the membership or the active shooters of your range to see if they are willing to help. Recruiting the go-getters to spearhead any new effort is crucial. In most cases, this is not one person, so form committees to address specific areas. Now is the time to carefully review your business practices. Take a look at what your club or range is currently doing and at what it could or should be doing. Then take action! Come up with some resolutions that will help to fine-tune existing programs while implementing new ones. Spring is a perfect time to launch new programs and engage the shooting community. RR The Range Report
Spring 2011
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The Range Report
Winter Spring 2011