BUSINESS EDU
DEMA Show Sponsored Sessions - Being a Part of Making it Happen – by Jeff Cinciripino, JeffCinciripino.com, Former Owner of Scuba Shack, Rocky Hill, CT.
The Diving Equipment and Mar- keting Association (DEMA) is ded- icated to uniting businesses to grow the diving industry globally. Central to this mission is the annual DEMA Show, which gathers stakeholders from across the community to net-
The evaluation process consists of two rounds. In round one, committee members review 100–150 submissions, grading them on three criteria:
• Subject Quality/Originality • Subject Relevance/Timeliness • Participant Engagement
This phase typically takes two to three weeks and con- cludes with a review meeting where composite scores guide discussions. The list is narrowed down for round two, which involves deeper analysis of remaining proposals. By mid-May, the committee selects the final 25 sessions after careful deliberation.
work and learn. A key feature of the event is the range of sessions presented by exhibitors and those sponsored by DEMA. These sessions cover topics like marketing, oper- ations, sales, management, and more, helping dive retailers enhance their businesses.
The DEMA-sponsored sessions feature experts from both the dive in- dustry and the broader business world, alongside peer-to-peer ses- sions led by front-line dive profes- sionals. With only about 25 DEMA-sponsored sessions held over the four-day event, a robust selection process ensures quality and relevance.
From Selection to Showtime: Once the slate is finalized, NTP Events notifies presenters of their se- lection, schedules their sessions, and finalizes contracts. These sponsored sessions, held each November, are in- tegral to the DEMA Show’s success. The Value of Participation: As a
three-year member of the Retailer Engagement Committee, I’ve gained invaluable insights and connections. Serving on the committee is not only educational but also a rewarding way to contribute to the industry. Additionally, we’ve ex- panded peer-to-peer sessions, which bring unique perspec- tives from front-line dive professionals. These, combined with expert-led presentations, provide attendees with fresh ideas and strategies to improve their businesses. The scuba industry is a complex business model, partic- ularly for dive retailers seeking to enhance their operations. Peer learning is one of the best ways to grow, and DEMA’s efforts foster this exchange. Whether through volunteering, presenting, or supporting the industry in other ways, giving back strengthens the community and helps propel the in- dustry forward. For DEMA member retailers, joining the Retailer En- gagement Committee or leading a peer-to-peer session at the show offers a chance to make a meaningful impact while deepening connections within the dive industry. To-
This responsibility falls to the DEMA Retailer Engagement Committee, a group of member volunteers authorized by the board of directors to recommend the annual session lineup. Joining the Committee: Volunteering for the Retailer Engagement Committee begins with an online application, typically posted just before the annual show. The applica- tion outlines expectations, term of service (January 1–De- cember 31), and operating guidelines. During the DEMA Show, committee work is highlighted, encouraging mem- bers to get involved. After the board approves the committee early in the year, members participate in a kickoff meeting. New volunteers are introduced, trained on evaluation criteria, and provided with sample submissions. This initial session outlines the work ahead and sets a preliminary timeline. Session Selection Process: DEMA staff and NTP Events, the show management group, solicit session pro- posals from business leaders, past presenters, and in- dustry professionals. Submissions follow a standard format, including goals, objectives, and participant en- gagement strategies, to aid in evaluation.
gether, we can continue to bring businesses together and grow the dive community worldwide. Let’s get ready for 2025!
volunteer for a committee
email Jeff
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