DEMA 2007: New Partnerships Help REEF, Help Dive Industry

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Fall Intern, Lauren Finan giving a certificate of appreciation to one of our volunteers James Brooke
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Two of the raffle winners Cindy Whitaker and Catherine Whitaker with the photographer, Tom Isgar
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DEMA 2007 Booth with Leda Cunningham, Executive Director and REEF volunteer Mike Phelan

On October 31, while many of you donned witch's hats and goofy masks, the REEF team suited up in Diving That Counts! t-shirts and made the annual pilgrimage to DEMA Show 2007, the largest dive industry trade show. DEMA was again held in Orlando, Florida, allowing local volunteers Mike Phelan, Tom Isgar, Dave Grenda, Lillian Kenney, and Nancy Eickelmann to generously donate their time in helping at the REEF booth. Fall interns Catherine Whitaker and Lauren Finan were rock stars as REEF ambassadors at the show by promoting the Volunteer Survey Project among attendees, helping recruit new Field Stations and selling REEF merchandise. Many thanks to Tom Isgar for donating four marine life prints to a daily raffle at the REEF booth.

One notable difference at DEMA this year was the undercurrent of environmental awareness among both exhibitors and attendees. REEF Executive Director, Leda Cunningham, co-led a workshop on using eco-activities (like the REEF Volunteer Survey Project) to increase diver acquisition with Project AWARE Director Jenny Miller-Garmendia. More than 12 organizations - non-profit, government, small business - have formed an alliance to serve as a resource for eco-activities and environmental education to the dive industry. We were honored to meet with White House representative, Gerhard Kuska, DEMA President, Tom Ingram and others with an interest in seeing this "Blue Diver Alliance" grow into active partnerships with the dive industry.

From the dive industry's perspective, the environment sells. Recent market research shows that the target dive consumer is the baby-boomer, for whom the environment is an important factor in their consumption decisions, including whether and where to go diving. Many exhibitor-sponsored seminars focused on practical strategies for marketing to the eco-conscious customer; one even demonstrated ways that a dive shop might "green" itself by, for example, using bio-diesel in its boats or installing energy efficient appliances. REEF continues to work with dive industry members in promoting the Volunteer Survey Project as a way to recruit and retain divers while helping collect important underwater information to help preserve the marine life that divers want to see. REEF survey materials like Starter Kits and the new home study DVD course (read the press release here) and the Field Station program (visit www.REEF.org for more info) are tools REEF uses to provide incentives to dive shops and other industry members to get involved with REEF.

REEF is excited to be working closely with the dive industry as DEMA launches its new "Be A Diver" campaign (January, 2008). We look forward to welcoming a new wave of environmentally engaged divers and training them to better understand and preserve marine life.

Design by Joanne Kidd, development by Ben Weintraub