Q&A: How to Attract Women to Your Range Vol. 13 No. 1 Winter 2010
NSSF’s Magazine for Club Officers & Managers of Shooting Facilities
Offer Hunter Ed: Become the home for new shooters
NSSF Range Partnership Grants! Get in on the Funding Opportunity Host First Shots: Program is Paying paying Off off in a Big Way big way Nevada’s Tale of Two Facilities
HOST A FIRST SHOTS EVENT An introduction to shooting
HIT ALL YOUR TARGETS Increase range traffic. Convert beginners. Reactivate former participants. Turn first-time shooters into repeat customers. Hosting a First ShotsÂŽ seminar is the sure-fire way to drive traffic to your range. It introduces newcomers to the sport. It reactivates former participants. And it turns first-time shooters into loyal repeat customers. Simply put, host a First Shots event and everybody wins. The National Shooting Sports Foundation will make it as easy as possible, just visit
www.firstshots.org/schedule or call 203-426-1320. You’ll receive a free Reference Guide and all the ammunition you need to drive more traffic.
WWW.NSSF.ORG/FIRSTSHOTS.ORG
www.nssf.org • www.wheretoshoot.org • www.rangeinfo.org Vol. 13 No. 1 Winter 2010
Features
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Hunter Education Make your range the gateway and home for new shooters By Michael D. Faw
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A Tale of Two Facilities It was a down and up year for two high-profile Nevada facilities By C. Douglas Nielsen
Range Grants Fund New Ideas NSSF has made money available to advance participation. Learn what some ranges did with grants and how you can apply for funds By Cathy Glazer
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First Shots Continues to Bring in New Shooters Bring this recruitment success story to your facility By Cyndi Dalena and Sarah Morton
Departments
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Letter from the Editor Remember the Alamo By Glenn Sapir
Sighting In Scoping out news for the shooting range community By Glenn Sapir
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Q&A Attract women to your range By Christine Williamson, Robin Ball and Denise Raum
The Undercover Shooter Country shooting at Kansas City’s doorstep
Home on the Range A newcomer’s first visit By Randy Clark
On the cover: Offering hunter education spawns new hunters and creates potential lifelong customers. Photo by Michael D. Faw
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© 2010 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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Letterfrom the Editor G l e n n
S a p i r
Remember the Alamo “Remember the Alamo” was a rallying cry for the courageous heroes who fought for republic status for Texas, but almost 174 years after the phrase was first shouted, I remember the Alamo for a different reason. For in San Antonio, Texas, just blocks from the historic mission where William Travis, Jim Bowie, Davey Crockett and nearly 200 others met their demise, a band of modern heroes, who are devoting their lives to the betterment of shooters in their own states and across the nation, met last spring to show support for one another and see how they could lend a helping hand. Not surprisingly, the challenges to ranges are many, and that’s why state associations are so functional. They draw on the strength of their many members and share the formulas for their local successes, as well as make each other aware of the pitfalls that they have faced. To expand upon this concept of sharing success stories and confronting common challenges, the National Shooting Sports Foundation brought together representatives of eight such state associations for a threeday conference. The president of NSSF, Steve Sanetti, participated in the discussion and addressed the group. “His presence underscored the commitment of NSSF and the importance of our goals,” stated Tim Pitzer, president of the Oregon State Shooting Association. The meetings’ importance, and NSSF’s commitment, was re-emphasized by the attendance of NSSF’s Association of Shooting Ranges’ Advisory Committee President Holden Kriss, NSSF Managing Director, Business Development, Randy Clark and Senior Shooting Promotions Coordinator Zach Snow. The Sporting Arms and Ammunition Manufacturers’ Institute, more often referred to as SAAMI, was represented by Managing Director Rick Patterson and Administrative Assistant Wanda Heckel. Special guest Tom Gresham, a veteran outdoor communicator who hosts the nationally broadcast Gun Talk radio show, offered an educational, yet entertaining, session on dealing with the media—an important aspect of range growth and survival. State range and shooting association representatives flown in for this important meeting hailed from A to W, that is, Arizona 4
to Wisconsin. Everyone introduced him and herself and had ample opportunity to join in the various discussions. A lot of ground on range management was covered. The state representatives who attended, with several months to reflect on the experience, shared their feelings on the meetings. Jon Green, director of education and training for Massachusetts’ Gun Owners’ Action League, was particularly impressed with Gresham’s message. “His ‘bump and run’ technique of interviewing [favorably answering a question and then switching the topic to the point you want to make] all but guarantees we get our message out on broadcast media,” Green said. Green also lauded Gresham’s grasp of modern communication techniques. “We live in a world of instant communications,” the Massachusetts representative said. “If our leaders aren’t using Twitter, Facebook, YouTube, blogs and the like, well, they have all but lost this game. Tom recognized this point years ago and has been preaching the virtues of Web-based opportunities.” Though space precludes running all of the individual comments of the attendees, doing so would prove to be repetitious anyway. In many cases, one person echoed the other, remarking that we share many challenges and problems, and we benefit from learning from others’ experiences. “It made me realize that all of us are ‘in the same boat,’ but each has specific problems that many times can be worked on, or even solved, by interaction with others at meetings such as this,” commented Jerry Wehner, executive vice president of the Indiana State Rifle and Pistol Association. There will be more meetings of state representatives, and more good will result. But for me, this was the first of such gatherings, and I was duly impressed with the intelligence, giving spirit and passion that filled the meeting—and eating—rooms. A first impression can be deeply engraved on one’s memory, and from my maiden visit to San Antonio and its scenic and historic attractions, this is how I will remember RR the Alamo.
Editorial and Advertising Offices Flintlock Ridge Office Center 11 Mile Hill Road Newtown, CT 06470-2359 Tel:203-426-1320 Fax: 203-426-1245 E-mail: rangereport@nssf.org Visit us on the Web www.nssf.org www.wheretoshoot.org www.rangeinfo.org The Range Report, the magazine for club officers and managers of shooting facilities, 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. Editor Glenn Sapir Advertising Director Mark Thomas Art Director Deb Moran
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Sighting In Scoping out news for the shooting range community the Las Vegas Sun article, the bullet lead would scrap at 30 cents a pound and the shotgun shot at 50 cents a pound. The proceeds would be divided between Metal The Las Vegas Sun reported the range Treatment Technologies and the city of used by the North Las Vegas Police would become the site of a lead removal and recy- North Las Vegas. The company’s process is a proprietary cling effort that could remove 100,000 pounds of lead, as estimated by Metal Treat- one, reported the newspaper, but company ment Technologies, the Colorado company EEO James Barthel was willing to put it in simple terms: Heavy construction equipment undertaking the operation. is brought to the gun range, where soil is The remediation was a voluntary effort, and a result was expected to be a reduction in pushed through a screening system. After the likelihood of splashback, that is, ricochet. the bullets and lead fragments are removed, they’re put through a pneumatic system that Of course, there is additional motivation. blasts clumps of remaining dirt off the metal, “We are really trying to be good stewso it’s ready to be recycled. ards of that land,” said Tim Bedwell, a Range operators can profit from the spokesman for the North Las Vegas Police several excellent publications regarding Department. range management, including lead manageThe company reported the operation would entail the removal of metal, accumu- ment, produced by NSSF’s Association of Shooting Ranges. View the available titles at lated over a 30-year period, for a cost of www.rangeinfo.org., where you can click on $91,700. Range Resources and on the NASR Catalog. Based on market prices at the time of
Removal and Recycling Effort in Nevada
Check Out the CSSI Web Site The Collegiate Shooting Sports Initiative, which provides financial and informational support to strengthen existing target shooting programs and help form new club and varsity teams in shotgun, rifle and pistol, has launched its official Web site, www.nssf.org/college. The Web site provides a wealth of resources for young shooters who wish to continue their competitive shooting activities after high school. It, also, serves as a resource for shooting facilities to learn of youth shooting programs in which they can become involved. A total of $75,000 is being made available to qualifying colleges or universities to
By Glenn Sapir, Editor
Report Provides Opinions on Private Range Membership
Most shooters do not belong to a private shooting range or sporting clays club, reported the Women’s Outdoor Wire, citing a survey conducted by Southwick Associates. The Wire reported that a 2009 survey from HunterSurvey.com and TargetShootingSurvey.com found that fewer than 23 percent of shooters reported membership in a shooting range or sporting clays club. Nearly 78 percent or respondents, conversely, reported no membership. Participants in the survey were allowed to give multiple reasons for not joining a range or club, and here’s how their responses stacked up, along with the percent of people who listed this reason: Lack of interest or not having a need to join (35 percent); a nearby public range that is free or low-cost (32 percent); a feeling that clubs are too expensive (28 percent) or too far from home (26 percent); nearby ranges do not offer the types of shooting that interest them (6 percent); and not feeling welcome (4 percent). Less than 23 percent of respondents to the start new competitive shooting teams or support existing teams. Each grant recipient survey said they did have membership at a shooting range or sporting clays club. The will receive up to $7,500 in matching funds large majority, that is, 78 percent, reported they from NSSF. The first distribution of grants are satisfied with their facility. Those members has been announced. who would like changes at their range or club Shooting ranges can aid in the formawere asked to specify the changes they’d like tion of new and the strengthening of existing college-level shooting programs by to see made, and they also were allowed to give multiple answers. forging a relationship with local colleges as a The largest number (28 percent) wanted “home range.” more competitions at the club. Another 28 “The Collegiate Shooting Sports Initia- percent said they would like shooting tive provides the assistance colleges need to benches and other equipment designed to accommodate students who want to partici- fit women and young shooters. Other pate in the shooting sports,” said Zach desired improvements? Cleaner restrooms Snow, NSSF senior shooting promotions (19 percent); improved food and beverage coordinator. “We’d like to see ranges take options (18 percent); more expert advice (16 an active role in helping this initiative reach percent); and different types of rental or loaner firearms (16 percent). its potential.”
Growing Firearms Business Finds Success with Women and Try-and-Buy Customers Suburban Journals Today reported on the success of a St. Louis-area businessman who made the most of the upward 2009 firearms sales trend. Steven King was so encouraged, he opened a second store, in Maryland Heights, Mo., to complement his original location, Belleville Indoor Shooting Range and Metro Shooting Supplies. The Belleville locations is a full-service gun store and indoor range. With the percentage of women customers growing, he has become more sensitive to their buying habits and needs. “In general, women have done more The Range Report
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research and know what they want,” King said. His new Missouri store has been set up to look like a boutique. “It’s a jewelry store for guns,” he said. “Guys will buy guns in a cave, girls want bright, clean and pretty. They want to be comfortable. A guy will not be offended by walking into a bright, clean, beautiful store, where a girl would be offended walking into a cave.” The newspaper reported that a big draw of the Belleville, Il., store is that it is one of the few full-service gun stores remaining in the region. “We have a place for you to come in and
buy your new firearm, for you to train until you learn how to shoot it, and then a place to come and safely shoot,” King said. “Then if anything happens to it, we have a gunsmith.” Belleville customers can also rent any of about 250 different guns for range use before they buy. “It gives customers a chance to try something that may cost $500 or more before they buy it,” King said. The Belleville store also offers a number of classes, ranging from private lessons to nonlethal self-defense classes. 5
Q&A Your questions answered Christine Williamson director of range operations, Tripoli’s Triggers, Williamsport, Pa.
Robin Ball owner, Sharp Shooting Indoor Range & Gun Shop, Spokane, Wash.
Denise Raum hunter recruitment and retention coordinator, Arizona Game and Fish Department
Attract Women to Your Range Q. What is the most effective promotion or program with which you have attracted women to your facility? A. Christine Williamson: Without question, a program we created called “Ladies Five-Week Firearms Program” is our most successful recruiting tool to attract women to our range. This program involves five weeks of three-hour classroom education covering firearms safety and handling; firearms operation, including revolvers, pistols, rifles, shotguns and AR-platform rifles [modern sporting rifles]; weapons retention (draw-
In Q & A, The Range Report invites NSSF’s Association of Shooting Ranges’ Executive 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 for them, submit it to The Range Report Q & A, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470 or e-mail to rangereport@nssf.org. If you would like to comment on the answers here, please share your
ing, point and shoot from the hip); use of barricades; moving from the threat; and laws including deadly force scenario’s. The classes focus on basic marksmanship skills as well as tactical self-defense techniques, including the use of flashlights. Participants report that the overall impression upon completion is one of “less intimidation and feeling more empowered.”
Q&A
A. Robin Ball: Attracting women to the shooting range has been fun and profitable! Our women-only classes are always full. We run “Women & Guns” at least once a month, and our goal is to get women comfortable enough to come back on their own. It is working great as the growth in the number of women shooters—the average annual increase is 22 percent—is double that of men. We also teach unarmed women’s selfdefense classes, in which we have incorporated information on edged weapons and Taser. That way we are reaching out to those who may not want a gun for protection, and we are, at the least, getting them in the door. In addition to these classes we do the NRA's Refuse to be a Victim program that reaches most ages and interests. It helps to have a female instructor, but we let the men help us on the range. The best way to get men to the range is to get women shooting!
thoughts. Our answer people this month are prominent in the field of range management and recruitment and have found productive ways to attract women to their shooting facilities. If you have questions for any of them, e-mail your inquiry to rangereport@nssf.org, and we’ll be sure to forward it to the intended recipient.
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youth and adult archery programs as two separate classes. After two years, the program was thoroughly evaluated, using outreach efforts based on feedback from participants and demands for future venues. When the program was first offered, children were not participating without at least one adult. By last spring, AGFD had developed curriculum to teach target, field and 3D archery to “families,” a new target audience. Families were charged for each youth participant; however, adults were not charged to participate. If both parents (or two adults) participated with a child, the overall cost for the “family” remained minimal. The results were phenomenal. Family participation increased significantly due to the support and interaction between parents and children without increasing their costs. As shooting sports compete nationally for multi-recreational dollars, AGFD has focused on providing families a step-bystep archery experience in a three-week program with 1.5 hour sessions. Each program begins with the ultimate goal of retention. As each session unfolds, recruitment is inadvertently exercised through family quality time, learning and growing, resulting in a much higher potential for retention. At the end of each session, participants are given a resource guide that can be referenced at a future time. Based on the significant success of the program, the department is currently developing similar recruitment and retention concepts for air-gun and shotgun disciplines. In the efforts to reach a much more diversified customer base, public outreach is key to eliminating barriers from participating such as unawareness and apprehension of the sport. By targeting families and introducing them to shooting sports, AGFD is breaking down barriers and reaching out to all men, RR women, and children.
A. Denise Raum: Editor’s Note: Probably the most potentially successful program the Arizona Game and Fish Department (AGFD) may offer that will bring females into the shooting sports is currently being developed, based on an already proven archery program. The Arizona Game and Fish Department (AGFD) has taken aggressive action in recruitment and retention by developing and implementing the Family Archery Program at its Ben Avery Shooting Facility. In 2006, the department began offering introductory
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Become the Source of Hunter Education Your Your facility facility can can be be the the gateway gateway and and home home for for new new shooters shooters By By Michael Michael D. D. Faw Faw
Photos by Michael D. Faw
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large contingent of the next growing wave of shooting sports participants will be new hunters as more and more states embrace concepts like Families Afield to introduce hunting to the non-hunting public. Many of these participants are looking for places to expand their hunting-related education and shooting experience, so ranges everywhere need to work to welcome these new shooting sports members into the community. Are your range, facility and staff ready to help today’s hunter education students become tomorrow’s hunters? Families Afield was established in 2004 through a joint effort of the National Shooting Sports Foundation, National Wild Turkey Federation and US Sportsmen’s Alliance. To date 29 states have adopted the education and outreach program and have made substantial changes. More than 283,000 new hunters have been added to the ranks in just those 13 states that can keep track of special licenses issued. In many Families Afield states, youth may hunt on a trial basis, putting off their hunter education requirement for a later date. The US Sportsmen’s Alliance Trailblazer
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Adventure program has also introduced more than 800,000 participants to shooting, hunting and the outdoors in recent years. “Hunter education instructors help tomorrow’s shooters and hunters get off to a good and safe start,” said Palmer Holden, the president of the Ames, Iowa, Izaak Walton League chapter. “We have numerous certified instructors in our chapter, and more than a dozen were working on a recent Saturday morning when nearly 60 youngsters and other hunter education students were at our range to complete their firearms portion of the course.” This Ike chapter hosts three hunter education courses each year, and most are full. Holden noted that not all students in courses are youngsters, so instructors need to be able to communicate with various age groups and shooting-experience backgrounds. Instructors also need to be able to follow rigid guidelines (set by the state and the range) and pay keen attention to details. Hosting hunter education courses is one of the goals that the chapter approved when it was organized. Hunter education courses can find a home at public and private
shooting facilities. “We heard some instructors were looking for a place to hold hunter safety courses, so we approached them about coming here,” said Lloyd Marks, co-owner of Milford Hills Hunt Club in Johnson Creek, Wis. “It’s worked out well for everyone involved. We donate the facility for the classes and range day and also donate the shells and clay targets for the shotgun portion.” The Milford Hills Club is a popular sporting clays and upland hunting facility with a scenic property and inviting club house that looks forward to helping students. The club also strives to have students return to further their hunting participation. “We have many students return for the other programs that we offer,” continued Marks. “They can participate in ‘Learn to Turkey Hunt’ and ‘Learn to Pheasant Hunt’ programs that we host in the spring and fall. We have mentors—mostly local hunters— who take the young hunters out for turkey hunts on nearby private property or our grounds. The pheasant hunts are all held here.” More details are at www.milfordhills.com/cms or by calling 920-699-2249. 7
Plan Now, Provide Tomorrow work to have staff members become Successful hunter education certified instructors. There are programs don’t happen overnight. many advantages, and numerous You’ll need to plan and prepare future opportunities. well ahead before you open your “One of the benefits for any range’s doors for students to enter. range is the recruitment of a Most hunter education programs future customer,” continued that lead to certification—the IHEA’s East. “The first place that desired result for most students— many students learn to shoot are governed by strict state game becomes the place they will want department guidelines. There are to go back to. This means recruitspecific topics that must be ment of customers for any range.” covered, with prescribed messages Ranges everywhere have discovdelivered to students. Tests, espeered that hunter education courses cially the hands-on portions also often include adults along with involving firearms, require correct the kids. Parents and grandparents answers and specific actions by join the course to work with, and students. This is where ranges, and mentor, young family members. All instructors, play a critical part in of these students and the adults can the process. become potential customers and To accomplish these goals, club members in the future. Like any hunter education instructors must initial new customer contact, you also be trained, tested and certishould work to make a great first fied. Some states might also require impression and to keep the atmosbackground checks of instructor phere positive and inviting. Instruction in the classroom and on the range are candidates. Instructors should vital ingredients in the development of young hunters obviously have patience and an Follow Up Action—and Customers and can help create a lasting relationship among the understanding of firearms and One thing that new hunters and instructor, his facility and the new shooter. ammunition and be able to commurecent hunter education graduates nicate technical terms and want to do is practice and develop Academy programs vary widely, complete complex forms. Does anyone and so do continuing instructor shooting skills. on your staff come to mind? “If a student graduates, give him participation. Many states require “To become a hunter education that instructors teach a course at least or her a coupon to come back and instructor, each state’s requirements shoot at your facility,” encourages every other year and attend an are different,” reports Wayne East, East. instructor refresher course at least executive director of the International every other year. Texas requires that Most hunter education graduates Hunter Education Association in complete the course with the intent to instructors teach at least 10 hours Federal Heights, Colo. “Participants hunt deer, turkeys or other popular each year and oversee at least five will need to attend a new instructor species like doves or pheasants. Many students. Other states’ student and academy, and these can last from four ranges offer programs like those at hours requirements vary. hours to two days. The academies Milford Hills Hunt Club to help new If your range has a classroom, or cover many topics, including presenhunters gain in-the-field experience. can find one nearby, consider offering tation skills in some states.” And then comes the potential hunter education courses and possibly purchasing power. Many hunter education courses are held in the late summer and early fall periods. Graduates are often eager to purchase hunting- and shootingrelated gear, including firearms and ammunition. This translates into sales if you get ahead of the curve. If a full-service shooting facility stocks any shooting items that fit or focus on youth—such as youth model shotguns and rifles— or the required safety gear, like a youngster-size hunterorange hunting or game vest, let customers know. Consider building a 8
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The Next Step? To learn more about the requirements of becoming a hunter education instructor and offering courses at your facility, contact the International Hunter Education Association and your state wildlife management agency. The National Shooting Sports Foundation’s www.huntandshoot.org Web site offers links to the Web sites of all 50 states’ agencies. To contact IHEA, visit http://www.ihea.com/index.php. product display to help guests become aware of your product line and services. You can beat online and catalog hunting gear outlets by having items available for “try-before-you-buy.” Your Reward Along with more ringing of the cash register, there is great satisfaction for most hunter education instructors and ranges that host courses in knowing that they are helping keep the hunting tradition alive. One of Holden’s greatest pleasures is seeing students become active hunters and shooters. Sometimes the result
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provides instant gratification. He noted that several students have returned to be active club members, including a young woman who attended a hunter education course. She had never shot a shotgun, but hit four of five targets during the shotgun skills exercise. The female student became very excited about shooting. The next day she purchased a shotgun and began shooting at the range when the course ended. Now, she and her dad are regular competitors in the club’s shooting leagues. That’s the storyline students could follow at your shooting facility, too. RR
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A Tale of Two Facilities A “soft opening” of the longanticipated Clark County Shooting Park, featuring 24 trap and skeet fields, finally occurred in late December 2009.
It was a down and up year for southern Nevada shooters By C. Douglas Nielsen
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or Southern Nevada’s recreational shooters 2009 has truly been a down-and-up year. Down because 2009 began with the Clark County Shooting Park embroiled in a court battle that threatened the longawaited park’s future even before its gates swung open to the public. Down because the popular, and seemingly successful, Desert Lake Shooting Club announced one day in early May that its doors would be closed by the end of June. And up because shooters were breaking clay pigeons and punching holes in targets at both facilities by year’s end. Only this time Desert Lake had a new name. When ground was broken for the Clark County Shooting Park in Oct. 2006, most of Nevada’s congressional delegation was on hand to take bows for making possible the construction of what was then billed as the world’s largest shooting facility. This was accomplished through legislation transferring ownership of 2,900 federally owned acres to Clark County. Before 10
then, the acreage was managed by the Bureau of Land Management “This is going to be a park that has it all,” said Sen. Harry Reid as he addressed those present at the groundbreaking.
Senator Harry Reid relives a childhood rabbit hunt while addressing those gathered to celebrate the dedication of the long-awaited Clark County Shooting Park
This venue is going to allow children of all ages to learn how to shoot, he added. “There will be things happening here that will be with boys and girls
the rest of their lives," Reid said. With the golden shovel event behind him, Shooting Park Manager Don Turner thought the road was smooth before him and voiced expectations that shooters would be using the facility as early as January 2008. That outlook, however, soon faded as Turner found himself dealing with costly flood-control measures and fire codes while also fighting for road and utility easements with the sometimes uncooperative staff at the local Bureau of Land Management office. As these items ate into the park’s budget, “We went from a 50 percent build-out to just the public module, from a worldclass facility to a very good public shooting range,” said Turner in fall 2007. He also said that Clark County still plans on building the facility as originally planned, but “it will be built in small chunks.” With the necessary adjustments made in the project’s scope, Turner, members of the Clark County Shooting The Range Report
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Enterprise Fund Should Help
With tourism revenue at historic lows, parks and recreation agencies in
the Las Vegas Valley are struggling to provide services for customers and operating under a hiring freeze. That has led many to wonder how the new Clark County Shooting Park will operate. “We’re an enterprise fund, so we are not part of the county general fund budget, and I don’t have a hiring freeze,” explained Don Turner, shooting park manager. However, since the county is trying to protect its existing employees, some of whom are facing layoffs, many of those hired to work at the park will be transfers from other organizations within the county. “As far as operation of the park right now, we have a firm budget that hasn’t been disturbed., and once we start generating revenue, it goes into the enterprise fund,” explained Turner. “Once we get going we’ll be able to generate our own revenue, and we should not be affected by the economy unless it affects our revenue stream.” In addition to operating as an enterprise fund, state law permits the Shooting Park to sell naming rights for its various buildings and individual ranges. If industry wants to get involved in partnerships, they can purchase naming rights for a range, and depending on how much they are willing to spend they can own those rights for as long as 20 years, Turner said. That money can be put into future capital.
Park Advisory Board and others involved in the project continued to move forward with the goal of opening the park to shooters sometime in the first half of 2009. As the calendar rolled over into 2008, however, another hurdle was thrown into the shooting park’s path when representatives of the Carmel Canyon Homeowners Association launched a media campaign to halt construction of the shooting park. When their efforts generated little support among valley residents the homeowners turned to the federal court system. Armed with the moniker, Residents for the Relocation of the Clark County Shooting Park, LLC, the homeowners hired an attorney who filed their request for an injunction. That request was heard by Judge Lloyd George of the U.S. District Court of Nevada, as was Clark County’s motion to dismiss. In his decision, released in May, Judge George wrote, “Having considered the papers and pleadings, the evidence received from the parties, and the arguments, the court will grant in part and deny in part Clark County’s motion to dismiss, and will deny the resident’s motion for a preliminary injunction.” The court found “that the plaintiffs have not met their burden of offering evidence establishing that irreparable harm is likely in the absence of an injunction” and dismissed the plaintiffs’ claims that Clark County failed to provide adequate notice of its intentions to build the shooting park, that the county improperly zoned the land The Range Report
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on which the park is being built and that noise from the construction and use of the shooting complex will violate the county’s own noise ordinance. In their only claim not dismissed outright, the plaintiffs argued that the Bureau of Land Management failed to complete an Environmental Impact Statement (EIS) before the land was conveyed to Clark County and federal funds for the project disbursed. Judge George denied the plaintiff’s request for monetary damages in this regard but asked that the Bureau of Land Management complete an EIS as outlined in the National Environmental Protection Act (NEPA). Ironically, this will have no impact on construction of the shooting park. “We appreciate the court’s atten-
tion and consideration,” said Turner after learning of the court’s ruling. “We designed the park not to harm the public and to be a good neighbor to the community. This reaffirms those plans.” During the legal process construction continued on the park, but with that issue behind him Turner could eagerly press forward toward completion and make plans for the official dedication ceremony, which was held Aug. 25. At what some describe as one of the largest bipartisan political gatherings in Nevada, Sen. Reid told the crowd of nearly 250 people, “In America we have a lot of different opportunities for leisure time. Some water ski, some snow ski, some people
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love to fish. There are people that hike and backpack—all very good opportunities for families to spend time together. We’re here today to talk about a sport we call shooting. It’s part of the American tradition. It’s certainly part of the Nevada tradition. Today, with the opening of this beautiful park, we’ll be insuring the tradition will endure for generations to come.” As he concluded his remarks Reid added, “Nevadans aim very, very high, and we set out to create the largest and most advanced shooting range in the world. We kept a steady eye on the target, that’s what you need to do.” The park had a “soft opening” on Saturday, Dec. 19, open only on weekends for its first three weeks of operation. The transition over to full-time hours is to take place when the park officially is planned to open in mid-January, but that comes in the face of yet another legal challenge from the Residents for the Relocation of the Clark County Shooting Park,
LLC. Just as this article was going to press, advocates for relocation of the nearly completed shooting park filed another lawsuit in federal court. This time they were challenging the BLM’s finding of no significant impact when the Environmental Assessment was completed. While the shooting community focused on the travails and the eventual triumph of the Clark County Shooting Park, its cross-town neighbor began to experience problems of its own. Just when it seemed like the Desert Lake Shooting Club was poised for a breakout year under the guidance of manager Jared Smith, the privately owned shooting venue unexpectedly announced its closing. The reason behind the closure remains unknown though “talk around town” is the closure came about as the result of a business disagreement between Smith and a silent partner. The e-mail notification
Campground for Volunteers Since the earliest planning stages for the Clark County Shooting Park, a top priority has been the development of a volunteer program to assist with the day-to-day operational needs of the facility. An integral part of the program will be a campground for volunteer hosts who will serve at the range in exchange for a little living space. Included in the first phase of the shooting park is a 30-site campground for volunteer hosts. At two hosts per site, Turner could be looking at finding work for as many as 60 volunteers. “When I fill up the host area, at maximum operation, that’s 900 hours of labor each week,” he said. In exchange for their labor, volunteer hosts get to stay in a site that comes complete with a covered canopy, a 50-amp service connection, water and sewer hookups, a concrete pad, a picnic table and a barbecue grill—not to mention new landscaping with drought-tolerant trees that will eventually contribute to the available shade, a necessity for southern Nevada summers. Volunteers will also have access to a laundry and shower facilities. Those seeking long-term accommodations will be able to order both phone and cable services. The camping sites are prewired. 12
sent to club members simply alluded to an unsuccessful lease negotiation. The same message was posted on the facility’s Web site, and by June 30 the doors were closed. Disappointed shooters murmured and grumbled, but there was little they could do. Desert Lake was closed. Then early in July a rumor began to spread among southern Nevada’s recreational shooters. Word was that the shooting club was going to reopen, but the name would be changed. That’s all I heard until I saw a familiar photo at the Crossroads of the West Gun Show at the Tropicana Hotel. In the photo was a clubhouse that looked an awful lot like the one at Desert Lake Shooting Club. Below the photo was a sign that read “Opening in September.” A closer look and a few questions later I learned that Desert Lake would in fact be reopening but under the new, and perhaps more appropriate, name, Desert Hills Shooting Club. Steven Baker, a security consultant with WTI Associates, explained that he was a member of the transition team that was assisting a group of real estate investors who plan to reopen the facility. He said Desert Hills’ management planned to refurbish the clubhouse, renovate the shooting ranges and install new Promatic clay target traps along the 23-station sporting-clays course. In addition, management purchased 20 new golf carts to transport shooters between stations. “The sporting clays section will be pretty much the same setup as before upon opening, but we will be looking at adding some new twists,” Baker said. The September deadline for reopening the 5-Star shooting club came and went, but indications were that the investors behind the facility’s The Range Report
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rebirth still hoped to open the shooting club. According to the Web site (www.deserthillsshootingclub.com), “The new Promatic Clay machines are installed and undergoing final testing. We have renovated the pistol ranges and are currently building two additional pistol ranges to bring the total up to seven pistol ranges. The clubhouse is undergoing renovation as well. We are working with the county to finalize our operating permits and hope to be open in a few weeks.” That’s good news not only for southern Nevada Shooters but also for the local Boy Scout Council, which has held its annual fund raising shoot at
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this facility the past two years. In the meantime, a cloud of mystery surrounded the unexpected closure of the Desert Lake Shooting Club and the sudden, though lowprofile announcement that it would reopen as Desert Hills Shooting Club. Outside of my initial interview with Baker, no one seemed to be talking. Attempts to arrange interviews with Jared Smith and with someone representing the club’s new management were unsuccessful. Before the New Year, Neal Johnson, one of the instructors at Desert Hills reported that the club had opened and was in full servRR ice, seven days a week.
13
NSSF has made money available to advance participation By Cathy Glazer
T
o reach Louisville’s young urban professionals with the message that a date night at the shooting range offers a lot of bang for their entertainment bucks, Openrange’s CEO Barry Laws took a page from the music industry’s playbook. Supported by some humorous ads that Laws admits some folks north of the targeted demographic might find too edgy, Openrange is employing the “street team” approach that’s been successfully filling concerts and promoting bands. He’s getting his customers to spread the word. To fund this innovative plan, two years ago Openrange applied for and was granted $25,600 from the first phase of a new NSSF Range Partnership Grant program. A NASR Five-Star rated, state-ofthe-art facility in Crestwood, Ky., 20 minutes outside Lexington, Openrange offers an extensive array of shooting experiences and instruction. Its goal was to “generate substantial traffic” among 20-35-year olds and retain them by positioning shooting as a fun recreational alternative and involving them in a rewards-driven “guerilla marketing” program. Here’s how it works: Openrange 14
provides rewards and incentives to customers who join its “Special Ops” program, make a return visit, take lessons and refer others to the range. To drive range traffic, they can get as creative as they want, says Laws, from promoting the range on blogs and social networking Web sites, to “skywriting or just writing with chalk on the sidewalk.” His personal favorite was a YouTube video. Supporting this “bottom-up” guerilla marketing was the “top-down” ad campaign with the theme “Have A
We were successful beyond expectations by making shooting cool and edgy Blast,” created by Laws’ friend, Lloyd Solly, a thirty-something Los Angelesbased graphics designer whose firm, Phluent, designs Web sites. Special Ops members also gave out postcards and “2 for 1” cards for the range’s Date Nite and Girls Nite Out events. The cards reflected the edgy theme of the ad campaign. “They write their Special Ops
A creative marketing campaign, funded to a great extent by an NSSF Range Partnership Grant, increased range traffic among the desired demographic at Openrange.
member number on the cards, and when the cards come in, they are credited with points they can accumulate and use for free stuff—like range time.” For the six months of the campaign, Openrange’s goal was to increase the database of active Special Ops members age 20 to 35 by 25 percent and increase door traffic by 10 percent. Results are in. Special Ops members increased 39 percent, visits increased more than 41 percent and new customers increased 13 percent. Sales increased 6.2 percent, and profit is up 27 percent. “We were successful beyond our expectations,” Laws observes. “By making the shooting sports a ‘cool and edgy’ recreational opportunity, we believe we have touched many more lives than would have been possible by traditional methods.” Encouraging creative new approaches to promote the shooting sports is what NSSF’s new Range Partnership Grant program is all about, says Melissa Schilling, NSSF manager of recruitment and retention. Modeled after NSSF’s successful Hunting The Range Report
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Heritage Partnership (HHP) Grant program, the Range Partnership Grant program aims to do for target shooting what HHP is doing for hunting— increase participation. “It’s an opportunity for ranges to think big, to think out of the box, to be creative in creating opportunities to bring in new shooters and retain shooters by generating new interest in the target sports,” Schilling explained. The grant program began in 2008. Of the 28 grant proposals submitted that year, eight were funded, including Openrange’s. The range received another, smaller grant in 2009 to continue the marketing effort. “Openrange was a great success, and I’m confident that phase two of their program will produce excellent results as well,” Schilling said. She chose Openrange’s grant proposal to post on the NASR Web site, along with that of Tripoli’s Triggers of Williamsport, Pa., as examples to inspire other ranges. “These are two good case studies and models of success that other ranges can use as inspiration, and as a guide to how to structure their grant proposals,” Schilling observed. They can be viewed at www.rangeinfo.org/grants.” As its name implies, Tripoli’s Triggers Firearms Training and Education Center emphasizes training, and so did their grant proposal, creatively combined with community outreach. To increase range traffic and position itself as a good citizen and an asset to the community, Tripoli’s Triggers proposed a multi-faceted approach that involved firearms and self-protection training, increased marketing efforts to promote the special training classes, and outreach efforts to promote firearms safety to the public. Tripoli’s, which can boast that they are the only NASR Five-Star indoor range in the state, was also among the first group of grant recipients in 2008, receiving $56,350 to fund training and promotional expenses. The program included a three-level Firearms Training Program, a Ladies’ Program and a 5-4-3 Competition League. The public outreach included efforts to establish partnerships with groups within, as well as outside of, The Range Report
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shooting. They included the NRA, the National Wild Turkey Federation, the Williamsport//Lycoming Chamber of Commerce and other local civic organizations. Educational programs were offered to Junior Achievement, Rotary, Kiwanis and other non-profit groups. The only unanticipated “problem,” noted Frank Tripoli in his report of the results, was “the unbelievable acceptance by the community.” Less than three months into the partnership efforts, the range reached the maximum number of people they had budgeted to train. “We ended up offering the program to 135 more people than our budget allowed,” Tripoli reports. In July, NSSF announced the 2009 range grant awards totaling $245,000. Of 38 proposals submitted, an even dozen were selected for funding. This new crop of creative ideas includes projects for developing marketing initiatives involving all forms of media, from the traditional radio, TV, cable and print advertising, to utilizing “new media” -- Web sites and social networking, taking a page from Openrange’s playbook. Several proposals emphasize creative efforts to involve women, youth and families. “It was great to see the variety of ideas that came in,” Schilling said. One project in particular she says she’ll be following closely. A group of ranges in South Carolina are coming together to develop ideas to increase participation for the good of all. The effort is sponsored by the South Carolina Department of Natural Resources (SCDNR), which is coordinating brainstorming meetings and initiatives that result, such as the creation of an online searchable database of where to shoot in the state and the development of promotional materials based on the group’s ideas. “This is an exciting project—a group of ranges working together,” Schilling said, adding that if successful, the model could work in other states. The first of three strategy sessions, facilitated by the SCDNR, was held last fall. Twenty ranges participated, according to Monica Linnenbrink, the agency’s marketing director. Ranges were asked about the challenges they face. At the top of the list was dealing
NSSF Range Partnership Grant Program Guidelines Summary Program Purpose: To provide funding to help public and private shooting facilities jumpstart recruitment and retention efforts. Who may apply: Public and private shooting facilities Eligible Projects: Only projects that address one or more of the following will be considered: • Recruitment of new shooters • Re-activation of lapsed shooters • Increased opportunities for active shooters to try another discipline • Communications or outreach programs targeting recruitment and/or retention What’s not eligible: The program does not fund building or improving structures, engineering or design plans, activities not involving firearms, land purchases, operation and maintenance of equipment or purchases of equipment and supplies. To apply: Go to www.rangeinfo.org/grants and download the Grant Applications Guidelines PDF. Review the examples of past grant winners. Questions: Contact Melissa Schilling, NSSF manager, recruitment & retention, telephone 203-426-1320, e-mail mschilling@nssf.org with the EPA, followed by aligning with city and county restrictions and regulations. “I’m very excited that the DNR is coordinating this effort and helping to bring ranges together,” said Linnenbrink. “Our director, John Frampton, places a high priority on increasing shooting participation in our state.” Requests for proposals for NSSF’s 2010 Range Partnership Grant program will go out in April to all ranges and NSSF members. Announcements will run in Bullet Points, NSSF’s online newsletter. Ranges will have about a month and a half to formulate and submit proposals for review by an NSSF committee. Awards will be announced in late summer. Details are available online at www.rangeinfo.org/grants. “I’d like to encourage ranges to start thinking about their ideas,” Schilling said. “Especially now, with gun sales having gone through the roof in 2009, there’s a whole new market of gun owners out there and a great opportunity to get creative about how to get RR them to your range.” 15
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 almost 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.
The future of your business depends on it.
www.MembershipMeansBusiness.org
First Shots Continues to Bring in New Shooters Bring Bring this this recruitment recruitment success success story story to to your your facility facility
By Cyndi Dalena and Sarah Morton
R
anges across the country are taking advantage of the National Shooting Sports Foundation’s (NSSF) First Shots program to expand their presence in the community and bring potential new shooters through their doors. First Shots is an introductory program that provides participants with a comprehensive introduction to shooting by qualified range operators and instructors that includes firearm safety, local ownership requirements, shooting fundamentals, hands-on instruction and how and where to continue. The program’s elements of cooperative funding for advertising, a simple agenda, short time frames, limited trials and a safe and controlled environment all result in an increase of new shooters to the host range. Since the program’s inception in 2005 more than 7,000 people have attended a First Shots. The program welcomes all genders and ages. Often, families attend and find a new activity that they can pursue together. Participant ages range from 7 to 77, and for most (56 percent) it is their first time shooting a firearm. However, First Shots isn’t exclusively for first-time The Range Report
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shooters; many lapsed shooters are attending local seminars for a refresher on safety and operation and to learn about the services the range offers. Many are surprised to learn that the range facility has been “just down the road, all this time.” The host range becomes the participant’s “go-to” for shooting-related questions and equipment because it has established a relationship. “First Shots was an invaluable opportunity to sell ourselves, our products and our services,” said Kirk E. Roberts of Patriot Outdoors in Clovis, N.M. “Some of out most productive days were during seminar periods. We became the attendee’s source of information because they came to trust us. You can’t buy that kind of customer relations success!” Four in 10 First Shots participants return to the host range to shoot an average of six times within six months of the seminar. Additionally, 26 percent have visited a different range since their First Shots an average of five times. It is clear to see that host ranges have a better opportunity to retain new shooters. Jannice Griffin of Rock Hill Arms in Quanah, Texas,
gained new members, along with class and league participants, from First Shots last summer. Was this First Shots seminar a success? “You’d better believe it!” Griffin said. “First Shots generated question after question about shooting, guns and our facility.” Not only are participants returning to the host range to shoot, but they also are buying memberships and shooting-related equipment. For those ranges with a retail shop and for those who partner with private clubs, First Shots provides a gateway that results in more traffic on the retail side as well. Forty-three percent of attendees purchase shooting-related equipment, varying from ammo and ear/eye protection to holsters and firearms, in the six months immediately following their First Shots seminar. On average these folks are spending $588.60 on equipment and supplies. It is not only retail ranges that are benefitting from First Shots; private sportsman’s clubs and state-operated ranges are also using the program to increase activity and create new shooters. Mike Alexander of the Lower Providence Rod and Gun Club had this 17
Female Participation in First Shots Female participation in First Shots significantly outpaces the national participation level. Nearly half of First Shots participants are female. Ninety-four percent of females leaving the First Shots seminars state that they are more likely to continue handgun shooting as a result of participating. Personal Protection is the driving motivation for females in their decision to purchase a handgun. In fact, eighty-nine percent indicated their primary reason for purchasing a handgun was for personal protection/ self-defense. A significant number, 25.6 percent, of women have purchased a handgun since attending First Shots. Females are leaving First Shots with a greater knowledge of the shooting sports and an interest in further training. In fact, a third of them plan to continue their training. Females are also more likely to tell friends or invite them to go to the range; they see it as a social event. A range that provides a social networking element to their training along with links to various related activities will gain new customers interested in continued participation and education. Female participation is a great opportunity for many ranges to reach a new audience and increase range traffic. to say about the club’s recent event: “First Shots provides a ‘blueprint’ to follow in order to bring in the folks who are curious. We had six people join the club during the program. I highly recommend First Shots to any club or range.” More than 125 ranges in 38 states have hosted First Shots. The program was originally designed as a handgun program but has branched out to now include shotgun and rifle, and more than 20 ranges already have incorporated shotgun and rifle seminars. Many ranges that have the facilities host multi-discipline events. By offering participants the opportunity to fire a handgun, shotgun or rifle, First Shots increases the number of potential enthusiasts that you can reach. NSSF provides various forms of support and planning assistance to all host ranges. For example, First Shots
features a comprehensive advertising package that includes custom print, radio and television ads. Cooperative funding is also available to allow ranges of any size to reach a new audience in its local area. “The advertising co-op funds really helped us to get the word out in our community” said Doug Alley of Ammo Alley in Hartsburg, Mo. Through industry support, the program is able to provide loaner guns as well as ammunition and targets. NSSF also supplies ranges with a giveaway bag for each attendee. It includes safety literature. NSSF also provides a banner for the host range and lists the events on its Web sites with a link to the host range’s site. In addition, NSSF creates and distributes press releases to local media announcing the events. Technical and logistical advice and planning assistance are also available.
Every aspect of First Shots puts forth the positive message ranges wish to communicate. “The program promotes the image of firearms ownership and use that we want to project to our community and nation,” said Richard Hare of TriCities Shooting Association. The First Shots program brings handgun, shotgun and rifle shooting to the general public in a complete package that range owners can deliver based on individual facility goals. The program has brought remarkable results to many participating ranges. From selling classes and memberships to increasing league participation or simply creating new shooting enthusiasts, First Shots provides all of these benefits to the host range and the shooting industry, ensuring a bright future. R Sign up to host a First Shots now! R
Interested in Hosting a First Shots? Here’s How to Get Started If you wish to increase traffic to your range and create responsible, new shooters, then First Shots is the program for you. First, you will want to review the Reference Guide. The guide includes a concise agenda based on accepted practices of firearms training, from which your certified instructor may customize delivery based on this format. You may request a copy of the Reference Guide at www.firstshots.org/schedule or by contacting NSSF at 203-426-1320. Once you pick your date you may then fill out the Schedule Form that is included in the guide or go back online and schedule your event. NSSF will then contact you and get started on creating your custom advertisements. Don’t forget about the advertising co-op! NSSF provides assistance to host ranges by reimbursing 50 percent of your advertising costs, up to $3,000, for your First Shots. In addition to the custom ads and the co-op funds, you may also request loaner firearms, which are available on a first-come, first-served reservation system. It is that simple, and NSSF will be there along the way with logistical advice and planning assistance as needed. The program provides a customizable agenda and benefits that result in minimum cost and maximum benefits to all involved, so sign up now to host a First Shots. 18
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Country Shooting at the City’s Doorstep Kansas City’s metro’s public outdoor ranges
F
inding a safe and pleasant place to shoot a rifle for fun or sighting-in purposes can be a difficult task for the urban dweller. Shooters in the Kansas City region, however, are lucky because the Missouri Department of Conservation operates two public outdoor ranges slightly more than 30 minutes drive from the metro area’s heart. Both ranges are located in Missouri River bluff hills, and that helps dampen noise for residential areas. They both offer special shooting and hunting training classes with updated schedules on their Web sites. They’re somewhat remote to reach, but considering difficulties in placing outdoor shooting ranges in urban areas, that’s understandable. High-quality pistol and rifle shooting makes the drive worthwhile.
Range A Folksy but fun The Lake City Shooting Range and Outdoor Education Center seems parklike when you pull onto the gravel parking lot. Ahead is a wooden check-in booth and beyond a covered firing line with wooden posts and shooting booths, all painted dark brown. This older range is in the same vicinity as the Lake City Ammunition Plant, which made cartridges for GIs in World War II and is still making military ammo today. The range is reached by turning east on Argo Road off Missouri 7 Highway in Jackson County, east of KC. Another road is crossed en route, however, and more signage is needed to make it clear to shooters to keep going east to reach the range. At the booth, a staffer explained safety rules and procedures as I regis20
tered. Shooters pay $3 per hour. Targets are provided, as are ear plugs and plastic safety glasses if shooters don’t bring their own gear. My .22 rifle was not inspected, but I was clearly told that any violation of procedures would prompt my dismissal from the range. Firing was underway, and I was given permission to enter the firing area to stow my gun in a booth and prepare a target on the moveable posts and foam mounts provided. The 20-point range has target sockets at 20, 25, 50, 75 and 100 meters, and two trap shooting stations. Signs with range safety rules are posted at the booth and on the shooting line. The system of green, orange and black plates that shooters raise and lower during shooting and ceasefire times was not clear to me, but after a few rounds of shooting and verbal instructions over the public address system from the monitoring booth, I understood. Staffers monitor shooters from the booth and also at times inspect the firing line. Lake City’s layout is simple but pleasant in a wooded, hilly setting. I enjoyed my shooting there and would happily return.
Range B Thoroughly modern A winding blacktop road leads up a steep, wooded hill to the Parma Woods Range and Training Center. The Conservation Department leased land for the range northwest of downtown Kansas City in the 1990s. The rough terrain was donated for a county park, but development difficulties and a closed landfill nearby prompted its use as a conservation area.
The hilltop range at 15900 N.W. River Road is close to an interstate highway but can’t be reached from there. Difficult access is another reason the department was able to lease the 200 acres and build a range on part. Shooters take roundabout routes to reach River Road from Missouri 45, either turning off at Waldron or on Union Chapel Road. Once there though, shooters find a large, paved parking lot with concrete sidewalks leading to the range and headquarters that includes the check-in window, modern restrooms and meeting rooms. Conservation and area information is available inside. If staffers have time, they help shooting newcomers with questions about firearms. The area is handicapped accessible. A staff member took my $3 per hour fee and carefully explained the rules and procedures to me. I was given a copy of the rules to carry to my shooting booth for reference. Paper targets and movable target stands are provided. The 25-point range has target sockets at 7, 25, 25, 50, 75 and 100 yards. There’s no trap shooting, but shotgun pattern shooting at paper targets is allowed. Once on the line, firing and ceasefire instructions given from the booth over the public address system were easy to follow. Shooters out of sync were politely but firmly instructed to make adjustments. Staffers monitor the firing line from the booth but also walk the firing line. Parma Woods is a safe, clean range. Covered steel baffles in front of the line muffle noise and stop stray bullets. The area installed extra noise and safety features to overcome zoning objections from neighbors. It’s also a first-class operation for shooters. The Range Report
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LAKE CITY SHOOTING RANGE 28900 East Argo Road Grain Valley, MO 64029 816-229-4448 http://mdc.mo.gov/areas/ranges/lakecity/
PARMA WOODS SHOOTING RANGE P.O. Box 14024 Parkville, Mo. 64152 816-891-9941 http://mdc.mo.gov/areas/ranges/parma/
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.
Lake City Customer Satisfaction Rating Signage, Visibility
3
available on site. • Foam earplugs and plastic safety glasses provided for those who need them. • Paper targets and moveable target stands provided.
fee for rifle/pistol range, $2 per hour for trap stations. Varying group rates. • Special shooting and hunter safety training programs offered on range and in classroom.
• The grounds are pleasantly landscaped and maintained. Although the wooden booths and firing range cover supports with brown paint reveal their vintage age, it fits the outdoor setting. • Signage is appropriate but could be a bit clearer in wording and more frequent. • The pit privy is primitive with strong odor, but it’s kept as clean as one of that type can be.
Staff Friendliness
Cleanliness
Gear and Ammo
Programs/Memberships
• Maps are clear, but once you’re driving on the back roads, a few more signs at intersections would help.
Layout and appeal
3
3
5
• Shooters pick up their own brass at or behind the shooting bench.
Range Safety
Comments, Impressions
5
• Safety rules are the first thing discussed with shooters as they register. Any breaking of rules and the shooter must leave the range. • Firing line is monitored from a booth.
N/A
• No memberships, public range. $3 per hour
• Bring your own guns and ammo, none
4
• Staff members are courteous, friendly and willing to answer any questions.
4
• I felt safe while shooting on the range, and although I was new to the procedures, I was able to follow them fairly easily with guidance from staffers in the booth. Checking the Web site info on the range will give you a map to help find it and shooting hours, which are adjusted seasonally.
Parma Woods Customer Satisfaction Rating Signage, Visibility
4
• The range isn’t visible from any public road, but a good sign at the entrance and directions to the parking lot keep you on target.
Layout and appeal
5
• A roomy main lot and an extra lot for busy days make the free parking easy. Spaces are adequate for large pickup trucks. • Sidewalks are smooth, level and lead straight to the registration booth and then the range. It’s an easy can close walk, and easily accessible for those who use wheelchairs or strollers. • Large booths with concrete walls, shooting bench and sitting bench.
Ammo and gear
3
• Bring your own guns and ammo; none available on site, and it’s a long drive to a sporting goods store. • Range fee does provide you with paper
targets, a moveable target stand and ear and eye protection if needed. Spotting scopes can be borrowed from the booth.
Staff friendliness
5
• Staffers are friendly, professional and polite.
Range safety
5
• Firearms safety signs are visible as soon as shooters exit vehicles in the parking lots. Reminders are posted at the front desk and throughout the firing line area. Shooters are given clear explanations during registration, and they’re handed an easy-to-read handout with all rules to carry to the shooting booth. • Shooters are monitored through glass at the front desk, and firing and ceasefire instructions are given via public address system. Staffers quickly and firmly correct shooters on the firing line. • No steel-jacketed bullets allowed because
they damage the range baffles if a shot goes astray.
Programs/Memberships
N/A
• Public range, no memberships. $3 per hour shooting charge. Rates available for groups. • Hunter safety certification programs, hunting instruction and other firearms-related training are available and schedules are on the range Web site.
Cleanliness
5
• Extremely clean, no trash visible.
Comments, Impressions
5
• The setup, slightly down in a valley and with sound baffles in front of the firing range, is cutting edge in how to successfully run a controversy-free shooting range within a few miles of existing subdivisions and within an urban growth area.
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
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Home on the Range Views from NSSF staffers and guest contributors
A Newcomer’s First Visit The initial experience can make for a lifelong customer
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first-time experience can happen to anyone anywhere. Think about it: What does a kid do when he or she walks into Walt Disney World for the first time? Most times he or she will just walk through the gates, stand there and soak up the experience. People everywhere, Space Mountain, The Haunted Mansion, music playing and “Where’s Mickey?” It’s like what an old-timer once told me: “As you become a deer hunter you will look back and always remember the first deer you’ve ever taken. It’s the experience.” As a first-timer pulls into your parking area the experience begins. Outdoor signage, clean parking lot, fresh paint on the parking spaces, sidewalks clean and free of gum and debris, cigarette-butt can available and the doorways clean and clear are all things looked at for the first time. Two-thirds of a customer’s impression of your facility is made at the entrance of your building. Ask yourself these questions: Is the facility well lit, floors clean, no trash on the floor, displays of merchandise clean and fresh, signage present, heating and cooling working properly, the staff well represented by their attire, visitors greeted and made to feel welcome and the range well stocked and ready for business? These might seem second nature to you since you’re there everyday, but think about these impressions on the first-timer. Don’t allow yourself to walk around your facility with blinders on. Look at your facility from a new perspective. Here’s an old retail trick: If you walk or tour your facility from one direction everyday, then tour your facility from the opposite direc22
tion and see what perspective you get. The first-time visitor should experience the “Wow” factor when he or she enters your building. Paying attention to high standards is paramount, but what about the excitement you can generate by the atmosphere? The goal you want to achieve when that customer or potential member walks into your facility for the first time is that they know that they have made the right decision when they came to your facility. From the moment the newcomer walks in the door, he or she will begin the process of fulfilling the reason for visiting your facility. This person is there for a reason: maybe it’s simply to shoot or rent a gun for shooting at the range with some friends; maybe it’s to talk to someone about a new firearm purchase; instruction after a purchase; concealed carry classes; or gift-card purchase for a spouse or friend. Remember, you never get a second chance at a first impression. Make sure that you or one of your employees speaks with the visitor to find out what he or she is looking for from you. Ask the qualitative and quantitative questions to help you better understand the newcomer to your range and how your facility can help him or her accomplish their goals of visiting your location. Your staff or, simply, club representatives must be highly trained and should understand the element of body language that a person might exhibit walking into a facility like yours for the first time. Make the visitors feel at home while at your range. Always learn the person’s name. Use their name in the conversations; everyone likes to be recognized.
By Randy Clark Randy Clark is the managing director, business development, for the National Shooting Sports Foundation. His responsibilities include servicing both NSSF’s recreational shooting range and retail membership, aspects of the industry in which he has considerable business management experience. If you’d like to follow up with questions related to this article, contact Randy Clark at rclark@nssf.org.
Once your personnel are trained to offer the best customer service, keep training sessions active within your shooting facility. Once the first-timer is at your range and you have properly greeted him or her and helped with their needs, it’s very important to close the visit in the most positive way. Remember that a first-timer can come into your facility, talk to knowledgeable staff, have a rewarding experience and then have it all ruined by a negative incident at the last point of contact, which may be the cash register. They will always remember the last thing that happened at the range. Whether it’s you or a part-time worker as the last point of contact, make sure that the lasting impression of your facility is a positive one. Our business climate is constantly changing. However, customer service never changes. When that first–timer walks in your door you have your first chance to make them “a customer” RR for life.
CLASSIFIEDS For Sale: Gainesville, Fla, Outdoor Range. Nine years old. Includes 1,500 square foot clubhouse. Thirty-four acres total. An absolutely beautiful facility. Price: $499,000 with assumable $285,000 mortgage. Find out more at www.gainesvilletargetrange.com Place a Classified Ad — Call 203-426-1320 for details The Range Report
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Winter 2010