DEMA Announces Leap into Consumer Arena

(Dive Travel Business News - November 3, 2011) --- Known for its cornerstone trade-only event "DEMA SHOW", the Diving Equipment & Marketing Association (DEMA) announced its leap into the consumer show arena today at the annual DEMA Member Meeting and Update held at DEMA Show 2011. Executive Director Tom Ingram announced that the "Be A Diver Adventure Sports Festival" will be a city-wide consumer event that will take place April 26-28, 2013, in Fort Lauderdale Florida. The Festival will be an annual event.

Described as a "celebration of diving, adventure sports, water sports and outdoor lifestyles", DEMA's first consumer event will be designed to engage current divers, lapsed divers and potential divers, and will include events, music, exhibits, seminars and other activities to promote diving and attract the attention of lifestyle sports enthusiasts.

The festival will include an event open to consumers to be held at the Greater Fort Lauderdale Convention Center where diving equipment, diver training and exotic travel may be sold on the Show floor. DEMA will be working directly with manufacturers so they can help create sales-friendly event policies that encourage dive retailers from around the world and their customers to exhibit and attend.

For many years, DEMA Show Exhibitors and members have suggested a consumer day addendum to the 4-day trade-only DEMA Show.  An opportunity opened up in the Ft. Lauderdale area to continue to expand the  consumer dive festival concept "OceanFest" already created by Dive pioneer Neal Watson in conjunction with the city of Ft. Lauderdale.

“We are excited to introduce this new consumer event to help grow the dive industry,” commented Tom Ingram, Executive Director of DEMA. “This Festival will create an opportunity for potential new customers from other crossover activities and industries to try diving, while simultaneously allowing current customers to take advantage of the diving experiences found in South Florida, the Caribbean and beyond.”

DEMA is an international organization dedicated to the promotion and growth of the recreational scuba diving and snorkeling industry. In addition to the production of its DEMA Show, this non-profit, membership-based organization promotes scuba diving through consumer awareness programs and media campaigns. DEMA Show 2012 will take place November 14-17, 2012 in Las Vegas, NV.

For more information contact DEMA at (800) 862-DIVE (3483), (858) 616-6408, visit www.DEMAShow.com, or www.DEMA.org.

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