SHOT Show University Reveals Tools for Success
Transcription
SHOT Show University Reveals Tools for Success
shooting hunting outdoor trade show 1979–2009 NSSF NEW PRODUCT REPORTS SHOT Daily hits the floor to find the latest products from the show p. 70. Also, see what’s new in optics p. 16, ammunition p. 25, and outerwear p. 30. NEWS SHOT Business Awards Presented Five leaders are honored for their dedication to the shooting-sports industry. SEE PAGE 4 Bonnier, Outdoor ChAnnel join forces Together, the partnership will reach an audience of more than 57 million. SEE PAGE 8 five minutes with… DPMS President Randy Luth has long advocated extending the AR platform into hunting. SEE PAGE 12 Leatherman lights a new path The company’s new Serac flashlights feature three mini lights with extraordinary output. SEE PAGE 65 FEATURES new shooters, new insights The NSSF’s First Shots outreach program is successfully creating new shooters. SEE PAGE 34 the y factor If your business reflects the values of today’s millennials, you’ll earn their loyalty. SEE PAGE 48 a surprising facelift An unexpected transformation has made a trusty warhorse a hot ticket for shooters. SEE PAGE 52 fr i DAY, J a n ua ry 16, 200 9 The Daily News of the 2 00 9 Orlando S H OT Show Brought to You by the Bonnier Corporation and the N S S F SHOT Show University Reveals Tools for Success N early 200 SHOT Show participants attended the 2009 SHOT Show University on Wednesday. The university featured a series of presentations by more than a dozen experts in various aspects of successful firearms retailing. Subjects ranged from budgeting and creative merchandising tips from retailer, author and motivational speaker Tom Shay, to best firearms compliance practices presented by Wally Nelson, a retired high-level executive with the Bureau of Alcohol, Tobacco, Firearms and Explosives. Marketing and customer-service expert Ron Rosenberg kicked off the presentations by discussing how to create outrageously effective marketing materials. Richard Gardiner, a Nearly 200 participants attended the 2009 SHOT Show University, where more than a dozen experts made presentations. highly regarded attorney who has worked for and represented the NRA, followed with a session on Know Your Rights as a Licensee. His presentation was a follow-up to the article “Know Your Rights,” which he authored for the August/ September 2008 issue of SHOT Business. Important data that offers a consumer profile of hunters and shooters was presented by professional market researchers, including the NSSF’s Frank Briganti, Southwick Associates’ Rob Southwick and SportsOneSource Group’s James Hartford. Specialists Linda Talley and Ann Baldwin addressed how to best communicate with the media and with customers. Retailers Larry Ahlman and Miles Hall spoke to attendees about the benefits and challenges of adding a gunsmith to a firearms retail store, and Hall and Doug VanderWoude addressed the advantages and pitfalls of adding a shooting range. From Field Winchester Ammo Dealer of the Year to Table W Over the past year, the folks at Chef’s Choice—a manufacturer of electric and manual knife sharpeners, food slicers and meat grinders—have seen an uptick in demand for their food-preparation products. Chef’s Choice President Sam Weiner attributes this growing interest in home butchering to a pair of marketplace factors. First, due to cross-contamination concerns, many neighborhood butchers will no longer assist in the slicing up or grinding of a hunter’s harvest. Second, the sluggish economy has no doubt spurred an increase in home butchering as a way for hunters to save on food costs. Whatever the reason, Weiner believes that retailers should note the growing interest in these items by hunters and stock accordingly. Booth #915. (800-342-3255; edgecraft.com) inchester Ammunition presented the 2008 Dealer of the Year Award to Green Top Sporting Goods, located in Glen Allen, Virginia, Thursday morning at the SHOT Show. The annual award recognizes a dealer who sets a high standard in sales and promotions. For more than 60 years, Green Top has provided those who love the outdoors with a huge inventory of top name products and expert advice from people who love to hunt, fish and experience the outdoors. “We are honored to be named the Dealer of the Year from Winchester Ammunition,” said Pat Hopkins, vice president of Green Top Sporting Goods. “When Green Top began carrying firearms- and ammunitionrelated products in the 1950s, Winchester Ammunition was one of the first companies to come onboard, and it has truly been an honor to carry such time-honored products. We value the opportunity we have to The Winchester Ammo Dealer of the Year Award went to Green Top Sporting Goods. work with the Winchester staff, with their friendly customer service, their ammunition experience and their aggressiveness in putting out topquality products.” Retailers who achieve this recognition maintain high standards for customer service and product knowledge, and promote the Winchester brand through advertising, sales promotion and merchandising. friday, January 16, 2009 ■ Shot Business Daily ■ 1 NEWS SHOT Business Awards Rob and Larry Barnett received the SHOT Business Retailer of the Year Award from SHOT Business publisher Eric Zinczenko (far left) and Editor Slaton White (far right). S HOT Business magazine honored five industry leaders at the Bonnier Outdoor Group breakfast yesterday morning. The honorees were: Retailer of the Year, Larry’s Pistol & Pawn; Distributor of the Year, Ellett Brothers; Manufacturer’s Representative of the Year, Mike Martin; Range of the Year, the Arlington-Fairfax Chapter of the Izaak Walton League of America; and Company of the Year, Smith & Wesson. “The SHOT Business Awards have always celebrated leadership—in the shooting-sports industry, and in the communities in which our recipients reside,” said Slaton White, editor of SHOT Business. White noted Field & Stream Honors Best of the Best Field & Stream presented its 11th annual Best of the Best awards at the SHOT Show yesterday, honoring the best, most innovative gear the industry has to offer. “Our team evaluated thousands of products, in the field and in the testing lab, and what rose to the top is some truly exceptional gear,” said Field & Stream Editor Anthony Licata. “With innovative designs and peerless quality, these items deserve to be called the Best of the Best.” Products honored this year include the DiamondBlade Monarch I Folding Knife, Chris Reeve Pacific, SOG Mini Vulcan, Cabela’s Bell & Carson Gator, Leupold Mojave 10x42 binocular, Leica Ultravid 10x42 HD binocular, Trijicon TR20 AccuPoint 3–9x40 riflescope, Bushnell Elite 6500 2.5–16x42 riflescope, Traditions Pursuit II XLT, Smith & Wesson Elite Gold, Caesar Guerini Summit Sporting, Browning X-Bolt, BowTech The General, Yamaha Grizzly 550 FI Auto 4x4 EPS, Yamaha Rhino 700 FI Auto, Coast LED Lenser H7R Rechargeable Focusing Headlamp, Brunton Solo 15 Power System, Spot Satellite Messenger, Garmin Colorado 400t GPS, Stealth Cam Prowler, Midland GXT850VP4 26-Mile Radio, Irish Setter Snow Claw XT Boot, Browning Transition Series Apparel, Sitka 90% Series Pants and Jacket, Mystery Ranch NICE Frame with Crew Cab Package, Chevrolet Tahoe Hybrid, Expedite Yote Coyote Decoy, Ruger 22 Charger, Hilleberg Allak and Ameristep Z Lounge Ladder Stand. “All of us at Smith & Wesson are extremely proud that the Elite Gold was chosen as the best hunting shotgun,” said S&W marketing manager Paul Pluff. –Robert F. Staeger 4 ■ Shot Business Daily ■ friday, January 16, 2009 that the winners are all staunch advocates for the shooting-sports community. Industry support includes organizations such as the National Rifle Association, the National Shooting Sports Foundation, Ducks Unlimited and the Rocky Mountain Elk Foundation. Community support includes organizations such as the Boy Scouts of America, 4-H, Big Brothers Big Sisters and the American Cancer Society. “It’s an honor to be named the SHOT Business Retailer of the Year,” said Larry Barnett, of Larry’s Pistol & Pawn. “Of course, so much credit for this belongs to my staff, who are always striving to provide the best service anyone could ask for to our customers.” Thomas Ciarula, manager of the Arlington-Fairfax Chapter of the Izaak Walton League of America, is turning a keen eye toward the future of Second Amendment rights. “As an outdoor club range in the Washington, D.C., area, you can imagine that we’ve had our share of trials,” said Ciarula. “We’re gratified to receive the SHOT Business Range of the Year award, and we’ve taken extensive steps to be sure we can safely operate in the future.” —Robert F. Staeger Wenger RangerGrip Following the success of the EvoGrip Swiss Army Knives, Wenger has applied the concept elsewhere. The new RangerGrip features a texturized, non-slip rubber inlay that is embedded in four areas of the knife handle to improve the performance, efficiency and safety of the knife, while at the same time offering an extremely comfortable grip. Each RangerGrip knife is equipped with a 3.9-inch locking blade, a double-cut wood saw, wire stripper, key ring and other tools. SRP: begins at $60.95. Booth #6460. Weatherby’s New Synthetic Autoloader W hen Weatherby introduced its Turkish-made semi-auto shotgun line, the basic idea was to combine the stylish look of an Italian autoloader with a unique dual-valve system that would cycle a wide range of loads easily and dependably. Weatherby wanted to deliver a lot of value, but cost was a consideration as well, which is why the line is priced right around $700. If you’ve had an opportunity to shoot one of these models—and I have—you were struck by how nice the wood looks and, more important, how well the gun performs in the field. For 2009, Weatherby extends the line with the addition of the SA-08 Synthetic, which features a lightweight injection–molded stock. “This is not just another Turkish shotgun,” said marketing coordinator Aaron Smith at a Weatherby seminar last month. “We opted for machined, not cast, parts for strength and rigidity, and we feel our dual-gas valve system manages recoil better.” The dual-valve system allows you to quickly change the valve to adjust for different loads, species and seasons. For example, the Weatherby marketing coordinator Aaron Smith displays the new Turkish-made SA-08 autoloader, available in 12- and 20-gauge. 12-gauge Light Loads valve cycles everything from 7⁄8-ounce through 11⁄8-ounce loads. Put in the Heavy Load valve and you’re good to go with 1¼- to a magnum 3-inch, 2-ounce load. For the 20-gauge I shot, the Light Load valve ranges from ¾-ounce to 7⁄8-ounce loads, and the Heavy Load valve handles 7 ⁄8-ounce to 15⁄16-ounce loads. Other features include matte black metalwork, a drop-out trigger system and an integral screw-in multi-choke system. SRP: $669. Booth #1446. —Slaton L. White NEWS NSSF Slaton L. White, Editor Margaret M. Nussey, Copy Chief David E. Petzal, Shooting Editor Maribel Martin, Senior Administrative Assistant James A. Walsh, Art Director C o n t r i b u t i n g e d i to r s Larry Ahlman, Michael Bane, Scott Bestul, Philip Bourjaily, Chris Christian, Christopher Cogley, Jock Elliott, William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Marilyn Stone Eric Zinczenko, Group Publisher A DV ERTISING: 2 1 2 - 779 - 5 3 1 6 John Graney, National Advertising Director Gregory D. Gatto, National Sporting Goods Director/ Eastern Sales Manager Paula Iwanski — Northeast Brian Peterson — West Stephen Mitchell — Southeast Classified: (800-445-2714) Parker Bohlen Elizabeth A. Burnham, Director of Marketing and Online Services Ingrid Reslmaier, Marketing Design Director B us i n e s s Op e rat ion s Tara Bisciello, Business Manager C ONSU M ER M AR K ETING Robert A. Cohn, Consumer Marketing Director Richard Miller, Circulation Business Manager M an u factu r i ng Stefanie LaBella, Production Manager Laurel Kurnides, Group Production Director Barbara Taffuri, Production Director The Bonnier Corporation Jonas Bonnier, Chairman Terry Snow, Chief Executive Officer Dan Altman, Chief Operating Officer Randall Koubek, Chief Financial Officer Bruce Miller, Vice President, Consumer Marketing Lisa Earlywine, Vice President, Production Howard Roth, Vice President, E-Media Shawn Larson, Vice President, Enterprise Systems Cathy Hertz, Vice President, Human Resources Dean Turcol, Vice President, Corporate Communications John Miller, Brand Director Martin S. Walker, Publishing Consultant Jeremy Thompson, Corporate Counsel SHOT Business (ISSN 1081-8618) is published January, February/March, April/May, June/July, August/September, October/ November and December by Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695, and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 16, issue 5. Copyright © 2009 by the National Shooting Sports Foundation. All rights reserved. Editorial, circulation, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470-2359. SHOT Business accepts no responsibility for unsolicited manuscripts and photographs. All correspondence should be accompanied by a stamped, self-addressed envelope. Requests for media kits and advertising information should be directed to McClain Robertson, Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695. Periodicals postage paid at New York, NY. REPRINTS: Wrights Reprints, 877-652-5295. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 1884, Lowell, MA 01853-9982. Member: BPA Printed in the USA. For editorial inquiries, visit Diamond 3 & 4 in the Las Vegas Convention Center. NEWS Hunt…Fish…Feed T he Sportsman Channel (TSC) and Safari Club International Foundation’s (SCIF) Sportsmen Against Hunger hosted a Hunt.Fish.Feed event at Orlando’s Lexington Avenue Salvation Army facilities on Wednesday, January 14. Local SCI hunters donated the venison, and TSC and SCIF volunteers helped prepare and serve the meals, cleaning up afterward in two separate shifts. “We were pleased to continue our partnership with Safari Club International Foundation’s Sportsmen Against Hunger for this event,” said Todd Hansen, senior vice president of The Sportsman Channel. “This is a great endeavor, to bring awareness to the fight against hunger while attending one of our industry’s largest events.” Since Safari Club International started the Sportsmen Against Hunger program, in 1989, tens of millions of meals have been served by local soup kitchens, food banks or other charitable organizations. Donations continue to increase each year. In 2006, 251,018 pounds of wild-game meat were donated to relief organizations; in 2007, the figure jumped to 318,793 pounds. That translates to more than 1.2 million meals. “Safari Club International Foundation is committed to maximizing donations of game meats and protein-processing equipment to help stem the loss of vital nutrients during this time of economic hardship,” said Gene Rurka, SCIF humanitarian services chairman. “We are pleased to part- Gene Rurka of Safari Club International Foundation displays some of the venison donated by hunters to help feed the needy. ner with The Sportsman Channel to provide those in need.” Launched in 2007, The Sportsman Channel’s Hunt.Fish.Feed initiative links outdoorsmen with those in need. Over the past two years, the program has provided meals for the needy in Orlando as well as those in New Orleans, Milwaukee and Washington, D.C. Outdoor Channel, Bonnier Join Forces in Programming Bonnier Outdoor Group publisher Eric Zinczenko said the magazine publisher is “thrilled to align with” Outdoor Channel. O utdoor Channel has inked a multi-year strategic partnership with Bonnier Corporation, publishers of Outdoor Life, Field & Stream and several marine titles. The partnership brings together the two strongest media brands in the outdoors industry, combining the unique strengths of each for select programming, promotional and online endeavors. Through their combined print, television, online and event properties, the Outdoor Channel and Bonnier will reach a multi-media audience of more than 57 million, allowing them to become the largest hub for outdoors content in the country. “Bonnier Corporation’s depth of knowledge and experience is legendary in the outdoors publishing world,” said Tom Hornish, COO at Outdoor Channel. “Field & Stream has been a cornerstone of the outdoors industry for over a century, and we look forward to working closely together to provide high-quality content on multiple platforms to millions of outdoors enthusiasts across the country. Together, our reach in the outdoors industry will be unmatched.” Under the terms of the agreement, the two companies will develop an original series for 2010. Field & Stream will receive brand integration within an Outdoor Channel original series, and Field & Stream’s 2009 and 2010 Total Outdoorsman Challenge franchise will air exclusively on the Outdoor Channel. In addition, both companies will exchange Web content, making Outdoor Channel video and Bonnier editorial content available to more than 12 million unique visitors annually. “When the strongest media brands in the outdoors industry combine resources, it presents a tremendous opportunity to both outdoors consumers and the industry we serve to enjoy more valuable content and greater brand integration,” said Eric Zinczenko, group publisher of Bonnier’s Outdoor Group. “Outdoor Channel is the undisputed leader in outdoors programming, which makes them the ideal partner for our brands as we move ahead with our goal to provide the best content, regardless of how it is delivered to our dedicated audience of outdoors enthusiasts. We are thrilled to align with them.” NEWS GunBroker Pursues Industry Partnerships Gunbroker.com contines to grow. Recently, the site passed a milestone of 2.5 million unique visitors. I t’s as easy as point, click, shoot. The online gun-auction site, GunBroker.com, has been providing a way for dealers to sell firearms and firearms parts and accessories regardless of location for nearly a decade now. A buyer finds the gun he likes online, point-and-clicks with his cursor, and within days he can pick up his purchase from a local FFL holder. The site recently passed a milestone of 2.5 million unique visitors. And now, the auction site is taking another step in its growth, signing industry veteran Bob Delfay to help guide a new industrypartnership initiative. “Increasingly, friends in the industry have encouraged us to provide structured access to our large audience of hunting-and-shooting-equipment buyers,” says GunBroker.com founder and CEO Steve Urvan. “We think the time is right to pursue a limited number of partnerships, and we are very pleased that Bob Delfay has agreed to work with us in that effort. Bob is not only well-known and respected in the industry, he also has a unique understanding of the overall hunting and shooting sports community, including sportsmen’s organizations, conservation groups and the media.” Delfay, a past president of the National Shooting Sports Foundation, launched the partnership at the recent NSSF Shooting Sports Summit in Colorado Springs. While advising GunBroker.com, Delfay will continue to serve in his capacity as president of the Hunting Heritage Trust. “GunBroker.com is obviously at the cutting edge of hunting and shooting sports marketing, but they have also proven their commitment to fostering the future of our hunting and shooting sports heritage,” Delfay said. “I think it speaks volumes about the vision and the integrity of this company that they were providing the NRA, the NSSF and the Hunting Heritage Trust with free access to their online audience long before they considered commercial partnerships.” “To the greatest extent possible, when we structure a partnership on GunBroker.com, we want to be sensitive to the needs of the manufacturer, the consumer and the entire hunting and shooting community,” says Urvan. “We could probably just sell banner ads and be successful, but our aim is to go beyond that.” Announcements of additional industry partnerships, some of which have been in the planning stages for several months, are likely in the near future, says Urvan. Booth #2561. (720-223-0164; gunbroker.com) HAVA to Make SHOT Show Appearance F or the first time since the organization’s inception, three years ago at a small meeting held during the SHOT Show, Honored American Veterans Afield (HAVA) will be fully represented at a SHOT Show booth here in Orlando, where HAVA representatives will be on hand to communicate the mission of the organization and enlist support from the shooting-sports industry. HAVA is a 501(c)3 not-for-profit organization formed by companies in the shooting and outdoors industry for the purpose of assisting disabled veterans with their healing process through hunts, shooting sports and other active outdoor-sports activities. The founding companies were Crimson Trace, Hornady, Leupold, Smith & Wesson, Surefire and Yamaha. Since that time, other companies— including Remington, DPMS, Bushmaster, Springfield Armory, Para Ordinance, LaserMax, Cor-Bon Ammunition, Aimpoint, XS Sight Systems, Benchmade, Bulldog Barrels, Cybergun Airsoft and Taylor Cutlery—have joined its ranks. New supporters will receive a commemorative HAVA knife and be entered into a raffle for a chance to win tactical rifles from DPMS, New SHOT Show exhibitor Honored American Veterans Afield seeks to help disabled veterans recover through participation in such outdoor activities as hunting and shooting. Bushmaster and Smith & Wesson. Each rifle will be equipped with a Leupold Tactical Optic. “HAVA is pleased to actively participate in the 2009 SHOT Show in order to communicate its mission and accept support,” says HAVA chairman Tom Taylor. “It has been overwhelming to see how this industry wants to support our American heros returning from Iraq, Afghanistan and other areas, where they have been in harm’s way.” Booth #20179. (honoredveterans.org) 5 Five minutes With... Randy Luth, President, DPMS Arms Shot Daily: What’s changed for DPMS with the acquisition by Remington? randy luth: The year has gone by unbelievably fast, and that’s because of the political situation, with the election. So the transition year has been quite a roller coaster—our sales from 2007 to 2008 have increased probably 35 percent. Any time a company has growth like that, it creates problems with hiring people, getting suppliers up to speed and so forth. From a corporate standpoint, the acquisition has gone well. But when you’re purchased by a larger company, there are new back-office procedures you have to get used to. It would have been easier to do in a regular year, with 5 percent growth instead of 35 percent growth. I don’t think I’ve worked this hard in 10 years, but it has been fun. I had to cut back on some of my shooting and hunting, but I did go on some good trips in the fall. SD: What are your biggest concerns with the political climate in 2009? rl: There’s a tremendous amount of fear within the firearms industry, which comes from the track record that the members of the new administration have. The attorney general [nominee] is on the record as being anti-gun, [Speaker of the House] Pelosi is anti-gun, as are all the other regular characters. Of course, Obama is no fan of guns either, especially AR-15–type rifles. But the gun owners of America have become educated to these anti-gunners, to the point where they are assuming that these politicians will try to generate new gun laws, whether it’s a gun show loophole, a .50-caliber ban or another assault weapons ban, and they are reacting to this with their checkbooks. In a month and a half, we wrote as much business as we did in all of 2007. And it’s not just AR-15 rifles seeing this—it is semiauto pistols and ammo sales and other segments of the industry. too. SD: You’ve been on a mission for years to expose traditional hunters to ARs. How’s that going? rl: It’s an area that needed to be addressed and needed to be promoted. We took the position that the hunting market was the next growth trip advisor’s top 20 ORLANDO restaurants 1. Le Coq Au Vin Cuisine: French Price range: $20–$30 4800 S. Orange Ave. 407-851-6980; lecoqauvin restaurant.com 2. Victoria & Albert’s Cuisine: American, French, Irish, Contemporary, British Price range: $41–$120 Disney’s Grand Floridian Resort WDW 4401 Grand Floridian 407-939-3463; tinyurl.com/8fpyb 3. Texas de Brazil Cuisine: Brazilian 5259 International Dr. Suite F-1 407-355-0355; texasdebrazil.com 4. Le Cellier Steakhouse Cuisine: Steakhouse, Canadian Price range: $15–$75 EPCOT Center, Walt Disney World 407-WDW-DINE; tinyurl.com/2otbne 5. Cafe Tu Tu Tango Cuisine: Asian, Mediterranean, Contemporary, International Price range: $15–$20 8625 International Dr. 407-248-2222; cafetututango.com Price range: $31–$80 1500 Epcot Resorts Blvd. 407-934-1362; donshula.com 6. Jiko—The Cooking Place Cuisine: African Price range: $31–$40 2901 Osceola Pkwy. 407-939-3463; tinyurl.com/avgkq 11. Seasons 52 Cuisine: American, Healthy Price range: $15–$40 7700 W. Sand Lake Rd. 407-354-5212; seasons52.com 7. Roy’s Cuisine: Seafood, Hawaiian Price range: $20–$80 7760 W. Sand Lake Rd. 407-352-4844; roysrestaurant.com 12. Artist Point Cuisine: American, Steakhouse, Contemporary Price range: $20–$40 901 Timberline Dr. 407-939-3463; tinyurl.com/5oadcf 8. Del Frisco’s Steakhouse Cuisine: Barbecue, Seafood, Steakhouse 729 Lee Rd. 407-645-4443; delfriscosorlando.com 9. Sweet Tomatoes Cuisine: Italian, American 6877 S. Kirkman Rd. 407-363-1616; souplantation.com 10. Shula’s Steak House Cuisine: Steakhouse 12 ■ Shot Business Daily ■ friday, January 16, 2009 13. Red Bamboo Cuisine: Asian, Thai Price range: $5–$10 6803 S. Kirkman Rd. 407-226-3272; redbamboothai.com 14. Hemingways Cuisine: American, Seafood Price range: $30–$40 1 Grand Cypress Blvd. 407-239-1234; grandcypress.com/ dining/hemingways Randy Luth has long advocated extending the AR-15 platform into the hunting arena. area for the AR-15, and we were a leader there. It has gotten momentum, and other companies are coming out with hunting rifles. Not just for prairie dogs, but big-game rifles, too. That’s fun to see. Not everyone is a perfect shot. Sometimes the animal moves or something else might go wrong, and having a quick second shot can make the difference between finishing the animal off and having it suffer. So there is certainly a place for semi-auto ARs in hunting. —John B. Snow 15. La Coquina Cuisine: American, French, International Price range: $41–$80 1 Grand Cypress Blvd. 407-239-1234; grandcypress.com/ dining/la_coquina/ 16. Village Inn 6275 Westwood Blvd. 407-352-1997; villageinn.com 17. Hanamizuki Japanese Restaurant Cuisine: Sushi, Japanese, Seafood Price range: $20–$40 8255 International Dr., Suite 136 407-363-7200; hanamizuki.us 18. Tabla Bar and Grill Cuisine: Indian Price range: $10–$20 5827 Caravan Court 407-248-9400; tablabarngrill.com 19. Boma—Flavors of Africa Cuisine: African Price range: $20 Disney’s Animal Kingdom Lodge 2901 Osceola Pkwy.; 407-939-3463 20. The Cheesecake Factory Cuisine: American, Dessert Price range: $21–$30 1486 E. Buena Vista Dr. 407-828-8066; thecheesecake factory.com NEWS Facilities and shot Show Services EXHIBITS The exhibits are located in the West Building of the Orange County Convention Center: Halls A through E, Lobbies and Meeting Rooms W 224 and W 240. Shuttle Bus Pick-Up & Drop-Off are located in the Hall B Lobby, Level 1. Product Locator A new feature to SHOT Show, the Product Locator can be found at Booth #20, 181, next to Lobby C. NEW PRODUCT CENTER The New Product Center is located in Level 1 of Lobby B of the Orange County Convention Center. SHIPPING SERVICES Shipping services are available through the Ship-A-Box Program, located at Booth #20, 189, next to Lobby C of the Orange County Convention Center. literature kiosk Literature for the event can be found just outside Room W 207 in the Orange County Convention Center. Overnight Storage Information about overnight storage can be found in Room W 204 and room W 232. first-aid station A fully staffed first-aid station can be found in Medical Room #3 in the Hall C Lobby of the Orange County Convention Center. SHOT Show University The SHOT Show University happenings are located in Rooms 304 and 307, as well as Room 308. SALES OFFICE The Sales Office is located in Room W 207 B of the Orange County Convention Center. security command post Security needs, including reporting missing items and gaining access to the show floor for preapproved meetings outside of show hours, can be addressed at Security Command Post in Room W 204 of the Orange County Convention Center. NSSF MEMBER BUSINESS Office NSSF members have exclusive access to a business office, located in Room W 206 C. It’s equipped with copiers, fax machines, computers and Internet access. nssf program staff meeting room The meeting room for the NSSF Program Staff is located in Room W 222A of the Orange County Convention Center. nssf friends meeting room The NSSF Friends Meeting Room can be found in Room W 207 C. other important nssf locations NSSF Seminars are held in Rooms 308 ABCD. For general information about the NSSF, head to the NSSF Booth, located at Booth #2601. PRESS ROOMs All members of the press must register in the Press Registration Room services to help you make the most of your SHOT Show located in the lobby of Room W 320. The Press Office is located in Room W 312. The Press Conference Room is located in Room W 313. safety advisors After the preopening inspection and tagging of firearms on the show floor, any additional firearms to be displayed must be inspected and tagged by this office, located in Room W231 BC of the Orange County Convention Center. Safety advisors can also address questions about a product’s eligibility for display. SHOW OFFICE The National Shooting Sports Foundation (NSSF) office is located in Room W 206 AB. The Show office is located in Room W 205 AB of the Orange County Convention Center. show hours Thursday: 8:30 a.m.–5:30 p.m. Friday: 8:30 a.m.–5:30 p.m. Saturday: 8:30 a.m.–5:30 p.m. Sunday: 8:30 a.m.–4 p.m. Accelerate Your Muzzleloading For 2009, Traditional Performance Firearms will add its patentpending Accelerator breech plug to three break-action models, including the Pursuit LT, Pursuit XLT and the top-of-the-line Vortek. I n an age in which everyone wants things faster, easier and with less thought involved, who would have thought one of the biggest advancements would come in muzzleloading? Most blackpowder aficionados well remember their first muzzleloader; it took hours to clean after a day in the field. In the end, you were tempted to jump into the shower with it, because by the time you swabbed the barrel you were coated with a mean, sulfurous gunk. And there was always the nagging question of whether the gun would actually fire when you pulled the trigger. With time came improvements. Shooters progressed from the sometimes-reliable flintlock to the slightly more reliable percussioncap sidelock. The next big improvement was the modern in-line. After that, Tony Knight showed us all that the 209 primer ignition system was the way to go. Other improvements included break-actions, which helped take some of the drudgery out of cleaning, and accuracy-enhancing bullets and powders. But given that the modern muzzleloader hunter really wants convenience and ease of use, cleaning the gun has remained a big issue. That is, until Traditions Performance Firearms “accelerated” the cleaning process with its new Accelerator breech plug. 14 ■ Shot Business Daily ■ friday, January 16, 2009 “This patent-pending and awardwinning breech plug has made the lives of consumers much easier by eliminating tools and time,” says sales and marketing coordinator Kevin Renwick. “It was one of those things we kept trying to come up with, and when our engineers showed us the final version, we looked at ourselves and said, ‘Why did it take so long?’” The Accelerator Breech Plug has a knurled end for easy grip and removal, and it improves upon previous internal breech plug designs, thanks to an O-ring and a full set of threads that prevent blowback. “This feature has been so popular that we are expanding our breakaction lineup to include it in all of our most popular models,” says Traditions president Tom Hall. For 2009, the Traditions Pursuit LT Accelerator, Pursuit XLT Accelerator and the Vortek will feature the new breech plug. “Each model is designed to hit a different price point and customer, but they all have one common element—they are now the easiest of all the break-actions to clean,” says Renwick. Booth #349. (860-3884656; traditionsfirearms.com) PRODUCTS Optics 2009 carson: The 8x26 Raven (right) is a new series of compact binos that feature the open-bridge design. Scope Armor (below) is a protective neoprene scope cover that fits snugly over most riflescopes, protecting the scope from wet environments as well as dirt, gravel and other debris that can scratch the lenses. BSA Optics A Full Field of View As brands up the ante with features like mammoth-size objective lenses and tricked-out reticles, shooters and hunters win T By Robert Sadowski he year’s glass makes it easy for you to target your customer’s needs. Just dial in their specific hunting and shooting conditions and set their crosshairs on particular features. This will allow you to provide them with a wide field of view, with the right optics at all price points. It will help make your customers better hunters and shooters—and that will make everyone happy. Here are the latest optics to have on your shelves. Aimpoint CompM4 Redesigned with input from the U.S. military, the CompM4 (SRP: $780) is known in Army parlance as the M68 Close Combat Optic. More than 600,000 units are currently in use in the armed services. For 2009, the CompM4 features a low-mounted battery compartment that gives the sight a lower profile, and the switch and battery compartments have been placed in a more protected position. The unit still uses Super ACET diode circuitry, which allows it to run constantly for up to eight years on a single AA battery. Booth #661. (703-263-9795; aimpoint.com) 16 ■ Shot Business Daily ■ Friday, January 16, 2009 Alpen The new Wings line of binoculars features roof prisms and an openhinge body design. Available in 8x42 (SRP: $430) and 10x42 (SRP: $450) configurations, they are lightweight and have long eye relief and twist-up soft-rubber eyecups. The affordable Shasta Ridge binocular family has been redesigned with full-size roof prisms. Models include an 8x42 (SRP: $280), 10x42 (SRP: $300) and two higher-power models, consisting of an 8.5x50 (SRP: $320) and 10x50 (SRP: $340). A compact zoom spotting scope in 8x–24x50 (SRP: $150) is small and waterproof and comes with a rubber-armor coating. All models come with a carrying case and tripod. Booth #614. (909-9878370; alpenoutdoor.com) With a fresh design, the Contender scopes from BSA Optics feature BSA’s push/pull reset-to-zero elevation and windage knobs. A windowlike turret, which moves an inner drum, makes precision adjustments easier. The design includes changes to the fast-focus adjustment as well. The zoom has an internal number placement that can be seen through a window cutout. The parallax knob includes a new feature that prevents accidental movements after it’s been adjusted. The BSA Catseye series of scopes has been redesigned with a slanted hood, which acts as a built-in sunshade. The metal twist-in dustcovers feature the unique Catseye logo and an outer slant knob so it can be bushnell: The Sport 600 (top) laser range finder offers performance and value. The Legend 1200 ARC laser range finder (bottom) has a range of up to 1,200 yards. PRODUCTS Optics 2009 burris: The SixX series of riflescopes, built with 30mm tubes, is debuting two new models: the 2–12x40 (left) and the 2–12x50 (right). Both have a magnification factor of 6X, and deliver eye relief of 4 to 4.5 inches. Scope covers are standard, and users have an option of two reticles. The XTR Xtreme Tactical line is expanding to three models. The XTR 3–12x50 (middle) is available in a Coyote Brown desert finish and has an illuminated reticle. Kruger Optics FiveStar Kruger Optical’s FiveStar 3–15x52 riflescope (SRP: $400) is completely American-made, and has more than 4 inches of eye relief. The large 52mm objective helps hunters in low-light conditions. Booth #4684. (888-5267779; krugeroptical.com) put on and taken off quickly. The target turrets include the coin-style logo as well, making them easy to grip with gloves on. Instead of an adjustable objective, the scopes now use side parallax adjustment. Booth #1422. (954-581-2144; bsaoptics.com) Burris The new SixX series of riflescopes is debuting in two models, a 2–12x40 and 2–12x50 (SRP: $700 to $800). As the name implies, the SixX scopes features a magnification factor of 6X. It uses 30mm tubes and has an eye relief of 4 to 4½ inches. Reticle choices include either the German 3P#4 or Burris Ballistic Plex. Flip-up scope covers are included. Additions to the TAC 30 tactical riflescopes include a 3–9x40 TAC 30 with an illuminated Ballistic Plex reticle and 6.5–20x50 with a Ballistic Mil-Dot reticle, (SRP: $299 to $700). Both sport a matte finish. The XTR Xtreme Tactical line of riflescopes is expanding with three models. The 1.5–6x40 with a Ballistic 7.62 illuminated reticle is designed around the 7.62 caliber round and features drop compensation optimized for the 7.62 and is intended for fast target acquisition at close- to medium-range shooting. The 3–12x50 in a Coyote Brown desert camo finish features an illuminated Ballistic Mil-Dot 12X reticle with MOA calibrated adjustment gradations. The 6–24x50 with konus: The KonusPro 2–8x28mm (left) is a handgun scope. It features long eye relief and multicoated lenses. The KonusPro M30 3–12x56 (right) is designed for hunting as well as benchrest shooting. The M30 line features long eye relief, lockable tactical turrets and a 30mm tube. 18 ■ Shot Business Daily ■ Friday, January 16, 2009 ¼ MOA elevation increments was built for very long-range precision shooting and is fitted with the Ballistic Mil-Dot 14X reticle (SRP: $500 to $1,000). The AR-332 Prism Sight (SRP: $335) for AR-15-style rifles offers 3X magnification for short- to medium-range targeting. It features the Ballistic/CQ reticle with Ballistic Plex-style drop compensation and comes with integrated lens covers and a Picatinny rail-mounting bracket. The AR-Tripler (SRP: $220) also adds 3X magnification when mounted with a dot sight. Shooters can flip the AR-Tripler out of the way when it is not needed. The AR-Pivot Ring (SRP: $50) is designed for use with the AR-Tripler. The AR-P.E.P.R. (SRP: $75) mount or Proper Eye Position Ready in either 30mm or one-inch tube models is designed for combat riflescopes. It allows 2 inches of forward scope positioning, and the ring tops feature Picatinny rails for mounting additional accessories. The updated FastFire II (SRP: $225) is now waterproof, for extreme weather conditions. It still weighs only 1.5 ounce and can withstand magnum recoil on a wide range of firearms from handguns to slug guns to rifles. The FastFire bases (SRP: $45) for lever-action rifles is predrilled for mounting on Marlin 336 and Winchester angle-eject rifles. Booth #2739. (970-356-1670; burris.com) Bushnell The Elite 6500 line of riflescopes has expanded with a 1.25–8x32 model (SRP: $649.99). Designed for brush-country hunters who favor lever-actions, compact rifles, shotguns or muzzleloaders, it has 5 inches of eye relief and features the Multi-X reticle. The Elite 6500 Tactical models in 2.5–16x50 (SRP: $749.99) and 4.5–30x50 (SRP: $949.99) now come with a matte finish to reduce reflection and fingertip-adjustable turrets for windage and elevation. They are available with mil-dot reticles. All Elite 6500 models have a 6.5X zoom ratio. PRODUCTS Optics 2009 helps shooters practice without the cost of ammunition or time spent on the range. The laser fits into any .22- to .50-caliber pistol or rifle barrel at least 3 inches long and can be used anywhere in both daylight and darkness. As a shooter dry-fires the gun, the sound of the hammer hitting the firing pin activates the laser and projects a red dot on the target. Booth #1115. (928-6493201; laserlyte.com) laserlyte: The Laser Trainer, which fits any .22- to .50-caliber pistol or rifle barrel, helps shooters practice without the cost of ammunition or time spent at the range. Legend Ultra HD binoculars have been redesigned with premium glass and lens coatings in two new roofprism models available in 8x42 (SRP: $279) and 10x42 (SRP: $299). These value-priced Legend line models offer optimal color performance and edge-to-edge sharpness built on a lightweight magnesium body. The 10x42 model weighs only 22.5 ounces. The Legend 1200 ARC laser range finder (SRP: $349) has a 1,200-yard capability and incorporates Angle Range Compensation (ARC) technology for both rifle and bow, and now features VSI (variable sight-in) capability in rifle mode so shooters can select sight-in distances between 100 and 300 yards. The BowHunter Chuck Adams Edition (SRP: $249), with ARC Bow Mode technology, calculates true horizontal distance for accurate shot placement. The Sport 600 laser range finder (SRP: $199) offers performance and value with a range of 5 to 800 yards. Booth #2861. (800221-9035; bushnell.com) Carson The 8x26 Raven (SRP: $79) is a new compact series of binoculars with an open-bridge design. Scope Armor (SRP: $20) is a neoprene scope cover with an accommodating construction that fits most riflescopes. BinoArmor (SRP: $20) is a protective neoprene wrap for binoculars that eliminates the need for a separate pouch and lens cover; it can be used with existing neck Leupold & Stevens straps. Booth #1401. (800-9678427; carson-optical.com) Konus The KonusPro 2x28 (SRP: $134.99) and 2–8x28 (SRP: $189.99) are the brand’s first handgun scopes. They feature long eye relief, multicoated optics, one-piece tube and a .30/30style reticle that is laser-etched onto the lens. For hunters in areas that do not allow magnification, the KonusPro 1x32 (SRP: $99.99) features long eye relief and an engraved reticle. The KonusPro M30 series has three new models: a 1–4x24 (SRP: $364.99) suited for shotgun or blackpowder hunting; a 3–12x56 (SRP: $624.99) for hunting or benchrest shooting; and a 1.5–6x44 (SRP: $412.99) for dangerous game or hunting in thick, heavy brush. All models in the line feature a 30mm tube, lockable tactical turrets and long eye relief. Booth #281. (305262-5668; konususa.com) LaserLyte The Laser Trainer (SRP: $79.95) Nightforce NXS The U.S.-made NXS series of riflescopes now includes a 2.5–10x32 compact model designed for lightweight hunting rifles. There are two styles, one with fully enclosed hunting-style turrets (SRP: $1,306) and one with exposed target-style turrets with ¼ MOA adjustments and ZeroStop technology, which allows a quick return to zero (SRP: $1,486). Both are 12 inches long and weigh 10 ounces. Eschewing the megasize objective trend, the 24mm objective lens provides the same level of performance as massive objectives. The NXS series was originally created for U.S. Special Forces for use with night-vision devices. Booth #9381. (208-476-9814; nightforceoptics.com) 20 ■ Shot Business Daily ■ Friday, January 16, 2009 The Northfork line of Green Ring binoculars, featuring a single slimhinge design, comes in 8.5x45 (SRP: $714.99) and 10.5x45 (SRP: $779.99). Available in black and Mossy Oak Break-Up, Northforks have more power and weigh less than 8x42 and 10x42 models, respectively. New to the Green Ring Mojave binocular line is a 10x50 (SRP: $529.99), with an open-hinge design that weighs in at 23 ounces. Improvements in the Golden Ring VX-3 series of riflescopes include the Xtended Twilight lens system, which is designed for lowlight conditions, and edge-blackened lenses to reduce diffusion and glare. The VX-3 1.5–5x20 (SRP: $534.99) is suited for dangerous game. Large objectives on the VX-3L series of scopes transmit more light than a 40mm riflescope, yet mount as low as a 36mm. The VX-3L 3.5–10x50 (SRP: $874.99) features Duplex or Boone and Crockett reticles. The VX-3L illuminated 3.5–10x50 (SRP: $1,084.99) and 4.5–14x50 (SRP: $1,184.99) feature Boone and Crockett or German No. 4 dot illuminated reticles and come in a matte finish. The versatile VX-3 3.5–10x40 (SRP: $624.99) will work for most hunting situations. It comes with Duplex or Boone and Crockett reticles and a matte or gloss finish. Long-range shooters will appreciate the VX-3 6.5–20x40 Long Range (SRP: $949.99), designed with a 30mm tube to increase windage and eleva- Minox APO HG Expect sharp images and natural color with the APO HG binoculars in 8.5x43 (SRP: $1,799) and 10x43 (SRP: $1,849). They feature the all-new Minotec multicoating on the glass, which repels dirt, dust and water. The body is made of lightweight magnesium, with a protective rubber armor. The whole package weighs just over 23.3 ounces. Booth #6143. (866-469-3080; minox.com) tion travel. Reticles include Fine Duplex and Varmint Hunter’s, and it’s available in a matte, gloss or silver finish. The VX-3 8.5–25x50 Long Range Target (SRP: $1,209.99) was built for competition or prairie dogs; it features Fine Duplex, Target Dot and Varmint Hunter reticles and comes in a matte finish. Booth #3361. (800538-7653; leupold.com) Nikon The Archer’s Choice Laser Rangefinder (SRP: $249.95) offers fast, accurate ranging in a compact, ergonomic design that is water- and fogproof. Nikon’s ID Technology nikon: The Archer’s Choice Laser Rangefinder offers fast, accurate ranging in a compact, ergonomic design that is both waterproof and fogproof. PRODUCTS Optics 2009 compensates for various incline or decline shooting angles, which allows bowhunters to range targets from a tree stand or in steep terrain. The unit runs on a single CR2 lithium battery and comes with a neoprene case in RealTree APG camo. Booth #5261. (800-248-6846; nikonsportoptics.com) nitrex: The TR two series features tough, no-frills, rugged scopes. Designed for big-game hunting, models feature multicoated lenses, one-piece/1-inch tube construction and ¼ MOA windage/elevation adjustments. Steiner Nitrex Optics The TR two series is the next generation of no-frills, tough and rugged riflescopes that began with the TR one series. Models in the lowmagnification range include a 2–10x42 and 2–10x50; mid-rangepower models include a 3–10x50, 3–15x42 and 3–15x50; and there’s a 4–20x50 high-power model (SRP: $339.99 to $589.99). Designed for big-game hunting, all models fea- pentax: The 8x36 and 10x36 waterproof DCF NV single-hinge binoculars feature a fiberglass-reinforced polymer construction, which helps deliver strength in a lightweight package. ture multicoated lenses, onepiece/1-inch tube construction, and ¼ MOA windage/elevation adjustments. Depending on the model, reticle offerings include glass-etched BDC, Fine-X with dot and TrexPlex illuminated; finishes include matte and silver. The TR one series 3–10x50 was designated Best Value in Field & Stream’s 2008 Best of the Best Awards. Booth #3139. (866223-9388; nitrexoptics.com) Pentax The DCF NV binoculars in 8x36 and 10x36 are waterproof and nitrogen-filled with a single-hinge design constructed of fiberglass-reinforced polymer for strength and light weight. Booth #5061. (800-8770155; pentaximaging.com) Simmons The .44 Mag. riflescope line has been relaunched with seven models that feature a large, light-swallowing 44mm objective: a 3–10x44 (SRP: $145.95), 4–12x44 (SRP: $149.95) Safari Pro Series The lightweight and compact Safari Pro Series pocket binoculars are offered in three models: 8x22 (SRP: $119), 8x30 (SRP: $ 199) and 10x26 (SRP: $ 139). The binoculars weigh 8.5, 9.7 and 18 ounces, respectively. Booth #8385. (800-257-7742; steiner-binoculars.com) PRODUCTS Optics 2009 plane, which means the size of the viewed reticle remains the same across the entire magnification range. Booth #6043. (800-468-3450; schmidtbender.com) Swarovski The ATM/STM Magnesium spotting scopes in 65mm (SRP: $1,476.67 to $1,998.89) feature magnesium construction, which offers lower weight with maximum stability. Both models are available with straight and angled bodies, and come with easy-to-handle rubber armoring on its surface. HD versions, with fluoritecontaining HD lenses for even higher contrast, are also available (SRP: $2,210 to $2,887.78). Booth Zeiss SWAROVSKI: The ATM/STM Magnesium spotting scopes feature magnesium construction, which offers lower weight and maximum stability. with side focus, 4–14x44 (SRP: $219.95) with Smart Reticle and four 6–21x44 models that feature either side focus and sun shade (SRP: $197.95), side focus and target turrets (SRP: $219.95), mil-dot reticle and target turrets (SRP: $219.95) or side focus and mil-dot reticle (SRP: $229.95). Booth #2861. (800285-0689; simmonsoptics.com) Schmidt & Bender The Summit 2.5–10x40 (SRP: $1,400) is the company’s response to the popularity of 1-inch-tube scopes in the American hunting market. This is the brand’s first riflescope to be built with a 1-inch tube, and it features a 40mm objective lens and almost 4 inches of eye relief. It also has a reticle in the second focal Victory The Victory 8x26 T PRF (SRP: $795) monocular with digital laser range finder is ideal for hunters. The unit features an LED display and the integrated Ballistic Information System, which determines how many inches above or below the target the shooter needs to aim at a given distance. At 11 ounces, the Victory is lightweight, and it provides ranging from distances of 10 to 1,300 yards. Booth #1960. (800-4413005; zeiss.com) #2461. (800-426-3089; swarovski optik.com) Vortex At 85mm, the objective lens of the Razor HD 20–60x85 spotting scope (SRP: $2,000) is the largest of any Vortex spotter. It sports an angled eyepiece and glass that offers crisp resolution and color, and no fringing degradation at the lens edge. New to the Viper family of binoculars are three models with 32mm objective lenses, to complement the larger 42mm and 50mm models. Available in 6x32 (SRP: $549), 8x32 (SRP: $559) and 10x32 (SRP: $569), they feature a single center hinge and in-line, roof-prism tube construction. Booth #1689. (800-4260048; vortexoptics.com) VORTEX: New additions to the Viper family of binoculars are the 6x32, 8x32 and 10x32 roof prisms, all of which feature a single center hinge. Ammunition 2009 PRODUCTS A m m o Ma n u fa c t u r e r s Load Up for ’09 A deer-hunting AR cartridge and a big-bore lever-action load top the list, but there’s much more as well By Chris Christian FEDERAL: The Vital-Shok Trophy Bonded line, which features a polymer tip and boattail base design for improved downrange performance, will expand with 11 new loads in popular hunting calibers, including .270, 7mm-08, .308 and .30/06. The allcopper Barnes bullet will gain five new loads. The Vital-Shok line will also see the addition of the fastexpanding 55-grain Sierra BlitzKing in .22/250. E very SHOT Show sees something in the way of new loads, but this is definitely shaping up to be a really interesting plated bullet for corrosion-resistance and external skiving for optimum expansion. They then nickel-plated the case. The load proved highly popular and year. Among the most significant introductions is a brand-new Fusion Ammo Remington .30-caliber cartridge designed for the very popular AR Fusion bonded core platform, which moves the gun squarely into the reliable deer cartridge arena. Big-bore lever-action fans will find a new .338 load from Marlin making an appearance, and a new .416 Ruger rifle load promises to put a lot of power in a standard-length action. effective. This year, Federal adds the following loads: .270 Win. with 130-grain and 150-grain bullets, .270 WSM (150-grain), 7mm-08 and .280 Win. (140-grain); .308 Win., .300 Win. Mag. and .300 WSM (all in 165-grain); the .300 RUM and .30/06 with a 180-grain slug; and the .338 Federal with a 200-grain slug. The all-copper Barnes TripleShock X-Bullet has earned an excellent reputation for penetration and expansion, and this year Federal expands the Vital-Shok with a .223 Rem. (55-grain), .260 Rem. (120grain), .270 Wby. (130-grain), 6mm Rem. (85-grain) and the venerable .30/30 with a 150-grain bullet. Also in the Vital-Shok line, the Barnes TTSX will now be available in a 110-grain load for the 7mm Rem. Mag. Since its recent introduction, the .338 Federal has not only become a popular hunting round, but it has found a home in the AR-platform guns from several makers. For 2009, Federal will introduce a 200-grain soft-point load in the affordable Power-Shok line. The V-Shok line will see the addition of the explosively expanding 55-grain Sierra BlitzKing bullet in .22/250 Rem., This popular-priced line of hunting ammunition sees the addition of four new bonded-core rifle loads, and a big-game handgun load. In the rifle line, the .223 Rem. will be available in a 62-grain softpoint; the .260 Rem. will get a 120-grain bullet; the 6.5x55mm will offer a 140-grain bullet; and the .45/70 Govt. gets a 300-grain slug. Handgunners will find a 260-grain HP is now available for the .460 S&W; the .500 S&W Magnum will get a 275-grain load. Booth #3139. (800-322-2342; fusionammo.com) A new bonded-bullet technology from Winchester provides new loads for handgunners and those opting for sabot slugs, while the lead-free all-copper bullet market is joined by Hornady and Remington. The shotshell selection expands, with quality loads for sub-gauges, varmint hunters and the nontoxic waterfowl market. In terms of overall sales, however, the biggest news might be the reintroduction of Federal’s 125-grain .38 Spec. Nyclad hollowpoint. History shows this to be one of the most effective and controllable loads ever made for the .38 Special snubby. And given the number of those in circulation, it should be an instant winner. Federal Premium Major bullet introductions in the centerfire-rifle arena, a host of new shotshell products and the return of an effective self-defense handgun load highlight Federal’s new products this year. Introduced in a limited number of loads in 2008, and built on the Trophy Bonded Bear Claw design, the VitalShok Trophy Bonded Tip line expands significantly. Federal engineers added a polymer tip and boattail base for improved downrange ballistics, a nickel- friday, January 16, 2009 ■ Shot Business Daily ■ 25 PRODUCTS Ammunition 2009 Speer Bullets gold dot Speer will make its 115grain .327 Federal Magnum Gold Dot bullet available as a reloading component. Booth #3139. (800-3222342; speer-bullets.com) and it should become a favorite with varmint hunters. Target shooters who favor the M1 Garand and the M1A are well aware that the softer primers in many commercial loads are not a good bet for these two rifle actions. For 2009, Federal will introduce two loads, which use staked-in primers, in the American Eagle line, which are specifically designed for these rifles. The .308 (7.62x51) will see a 168grain match bullet, while the .30/06 will be available in a 150-grain FMJ load. Two new additions grace the Cape-Shok line of heavy-game ammunition. The .370 Sako Magnum will be available with a 286-grain Barnes solid, while the .458 Lott will now be loaded with the 500-grain Barnes TripleShock bullet. With new offerings for waterfowlers, upland gunners, varmint hunters and target shooters, Federal made sure shotgunners weren’t ignored. Introduced in 12-gauge, Federal’s Black Cloud FS Steel loads proved wildly popular. This year, that combination of Flitecontrol wad and Flitestopper steel shot will now be available in 10- and 20-gauge. The 10-gauge offerings consist of a pair of 3½-inch loads; one has 15/8 ounces of BB shot, the other has 15/8 ounces of No. 2 shoot, and both clock in at 1,500 fps. The 20-gauge offerings are in 3-inch chambering, with 1 ounce of either No. 2 or No. 4 shot, at 1,350 fps. In addition, two 12-gauge offerings in 2¾ inch will toss 1 ounce of No. 3 or No. 4 shot at 1,500 fps and should be softer shooting than the 3-inch loads. The Eastward expansion of the coyote has put a lot of them in thicker terrain than Western hunters have experienced, and many Eastern varmint hunters favor smoothbores. The V-Shok Heavyweight Coyote Load was designed for them. The 3-inch 12-gauge load features 1½ ounces of Heavyweight BB shot combined with Federal’s Flitecontrol wad. It should be highly effective. Turkey hunters will find the Mag-Shok Heavyweight loads are now available in 10- and 20-gauge. The 10-gauge offerings are 3½-inchers with 2 ounces of No. 6 or No. 7 shot; the 20-gauge loads are 3-inch shells that toss 1½ ounces of No. 6 or No. 7 shot. Those who favor lead shot will find Federal’s Mag-Shok Turkey with the Flitecontrol wad now also available in 10- and 20-gauge loads. The 10-gauge loads are 3½-inchers with 2 ounces of No. 4, No. 5 or No. 6 hard lead shot, while the 20-gauge offerings are in 3-inch shells with 15/16 ounces in the same three shot sizes. Upland gunners who favor the 16-gauge will find three new buffered copper-plated loads available in the Wing-Shok Pheasants Forever line. The 2¾-inch loads carry 11/8 ounces of No. 4, No. 5 or No. 6 shot at 1,425 fps. Clay target shooters looking for a hard-hitting 1-ounce paper shotshell load will find it in the new Gold Medal FITASC Paper Load, launching 1 ounce of 7.5 shot at 1,330 fps. Lastly, Federal will reintroduce the 125-grain .38 Special Nyclad load. The soft lead bullet in a nylon jacket was once one of the most effective loads from a 2-inch snubby, and was highly regarded by many law enforcement officers. Booth #3139. (800-322-2342; federalpremium.com) Hornady Hornady engineers have been busy during the last few years, not only with their own product lines, but with new cartridges designed specifically for major firearms manufacturers. That doesn’t change this year, with the introduction of two new cartridges. Designed for the Marlin Model 338MX lever-action rifle (and using the Flex Tip bullet technology that makes it perfectly safe to use in tubular magazines), the .338 Marlin Express is based loosely on the short-action .376 Steyr cartridge. The rim was abbreviated, and then the case length was shortened and necked down to .338. The resulting cartridge launches a 200-grain FTX bullet at 2,565 fps from a 24-inch PRODUCTS Ammunition 2009 barrel. With a ballistic coefficient of .430, it matches the ballistics of a 180-grain .30/06 slug out to 400 yards. Based on the beltless .375 Ruger, introduced in 2008, the new Ruger .416 is designed to provide the power and ballistics of the .416 Rigby in the standard-length action and 20-inch barrel of the Ruger Hawkeye, which Ruger will unveil in .416 Ruger this year. Two loads will initially be available, featuring a new Hornady bullet series. The 400-grain Dangerous Game Expanding (DGX) bullet is designed to deliver very controlled expansion and deep penetration. The 400grain Dangerous Game Solid (DGS) is designed to not deform under even the most extreme condi- REMINGTON: The Premier Copper Solid line is a new non-toxic, all-copper big-game bullet. The cartridge features lead-free construction with a boattail base, polymer tips and an internal expansion chamber. tions, assuring maximum penetration. Both new bullets feature a copper-clad steel jacket with a high antimony lead core and leave the muzzle at 2,400 fps—producing 5,850 foot-pounds of muzzle energy. Booth #2023. (308-382-1390; hornady.com) Remington Arms The big news from Remington this year is the introduction of the .30 Remington AR cartridge. Using a new case design, the .30 Rem. AR puts a .30-caliber bullet into a cartridge with the same overall length (2.26 inches) as the .223 Rem. to allow it to function properly in a standard AR-15 platform with only a new upper unit required. Although the cartridge has the same OAL as the .223/5.56x45mm, it is fatter. It will not fit a standard 5.56 magazine, but will work in modified .450 Bushmaster magazines. Remington claims that this moves the AR platform squarely into the realm of deer hunters, and the ballistics supplied by Remington would seem to confirm that. The .30 Rem. AR launches a 125-grain .30-caliber slug at 2,800 fps from a 22-inch barrel. That is only 200 to 300 fps less than produced by the 125-grain .308 Win. load, and virtually duplicates the ballistics of the once-popular .300 Savage. With modern, high-tech bullets, that results in deer-downing power to at least 300 yards. In 2009, Remington will introduce the new load in three configu- rations (all producing 2,800 fps): the 125-grain AccuTip BT, the 125grain Core-Lokt PSP and a 123grain UMC FMJ load. New as well is Remington’s entry into the non-toxic all-copper biggame bullet arena with the Premier Copper Solid line. The bullet line features lead-free construction with a boattail base, polymer tip and internal expansion chamber. Remington claims 98 percent weight retention, with expansion up to 2X and a high ballistic coeffiecient. The Premier Copper Solid will be available in .243 Win. (95grain), .270 Win. (130-grain), 7mm Rem. Mag. (140-grain) and in .30/06 Sprg., .300 Win. Mag. and .308 Win. with a 150-grain bullet. Varmint hunters looking for zero weight retention and minimal ricochet potential will want to try Remington’s new Premier Disintegrator Varmint loads. Available in 45-grain weights in .223 Rem. (3,550 fps) and .22/250 Rem. (4,000 fps), the bullet uses a jacketed iron core designed for explosive expansion. New in the Express Core-Lokt line is a 150-grain load for the .308 Marlin Express and a 250-grain load for the .450 Bushmaster. On the rimfire front, Remington has changed the bullet design on their subsonic .22LR Cbee .22 load to provide greater expansion and accuracy at 740 fps. Slug-gun hunters will now find available only in 12-gauge, the 2¾-inch HV load delivers 13/8 ounces of shot (Nos. 4, 5 and 6) at 1,450 fps. The 3-inch HM load launches 15/8 ounces of No. 4 or No. 5 shot at 1,350 fps. Booth #3939. (800-2439700; remington.com) Weatherby REMINGTON: Slug-gun hunters will now find the Premier AccuTip Bonded Sabot Slug in 20-gauge. Designed for use in fully rifled barrels only, the 260-grain .45-caliber slug is available in 2¾- and 3-inch versions. Remington’s Premier AccuTip Bonded Sabot Slug available in 20-gauge. Intended only for fully rifled barrels, the .45-caliber 20-gauge AccuTip slug weighs 260 grains and is encased in a .625-inch sabot. The 2¾-inch version hits 1,850 fps; the 3-inch version clocks 1,900 fps. Upland wing-shooters looking for a long-range high-power load will find it in the new Premier Nitro Pheasant Magnum and HV loads. Using magnum-grade 4 percent antimony shot with copper plating, and Weatherby adds again to the Weatherby Magnum line this year with the Barnes TTSX bullet. The TTSX features Barnes all-copper construction and adds a polymer tip for improved ballistics. Multiple rings cut into the body improve rifling grip and accuracy while reducing pressure. The result is a lightweight bullet for the caliber that produces exceptionally high velocities. This year it will be available in .257 Wby. (80-grain bullet at 3,870 fps); .270 Wby. (110-grain/3,540 fps), 7mm Wby. (120-grain/3,430fps); .300 Wby. (130-grain/3,650 fps); and .30/378 Wby. (130-grain/3,740 fps). Booth #1446. (805-227-2600; weatherby.com) Winchester Ammunition Bonded bullets are currently a hot topic among shooters, and Winchester introduces several new designs this year. In the personalprotection arena, the new Supreme Elite Bonded PDX1 handgun bullets are engineered to maximize terminal performance. The bonding process WINCHESTER: Supreme Elite Dual Bond technology will now be available for handgun hunters and shotgunners who use sabot slugs. welds lead and jacket together to control expansion and provide maximum weight retention. Winchester states that, upon impact, the 6-segment notched hollowpoint expands to 1.5 times caliber diameter under a wide range of impact velocities. The new handgun line will be available in nickel-plated cases in .38 Spec. +P (130-grain bullet), 9mm Luger (124grain +P; 147-grain, standard pressure), 165- and 180-grain loads in .40 S&W and a 230-grain .45 ACP. The new Supreme Elite Dual Bond technology will be available for handgunners and shotgunners using sabot slugs. According to Winchester, the design is a “bullet within a bullet.” A proprietary bonding process welds lead and an inner jacket to improve weight retention and penetration; a heavy outer jacket is bond- ed to the inner jacket to protect it during penetration. A massive hollowpoint cavity assures quick expansion. In handguns, the load will be available in .454 Casull (260-grain), .460 S&W Magnum (260-grain) and in a 375-grain slug for the .500 S&W Magnum. Shotgunners will find the same slugs encased in sabots. The 375-grain version will be offered in 12-gauge in 2¾- and 3-inch shells, while 20-gauge shooters will have the 260-grain slug in both chamber lengths. The new Super X Power-Max Bonded bullet was designed to give whitetail hunters bonded bullet performance at an affordable price. Lead and jacket are bonded and incorporate a protected hollowpoint for an increased ballistic coefficient and rapid expansion. Booth #3636. (618-258-3242; winchester.com) WINCHESTER: The Supreme Elite Bonded PDX1 handgun line has been designed to maximize terminal performance. The bonding process welds lead and jacket to control expansion and provide maximum weight retention. Available in .38 Special +P, .9mm Luger, .40 S&W and .45 ACP. PRODUCTS Outerwear 2009 Getting Lighter All The Time Outerwear continues to shed weight and gain functionality A s the 2009 retail season moves forward, Irish Setter high-tech fabrics and designs continue to bayport jacket migrate from the mountaineering segment to the This classic Bayport jacket uses a waxed-cotton exterior with high-grade down filling for insulation. It has two front cargo pockets, nylon recessed storm cuffs and a large YKK zipper that can be operated with one hand. Inside, a soft lining uses an elastic band to keep out drafts. SRP: $199.99. Booth #7387. (888-7388370; irishsetterboots.com) hunting arena. A few shoe companies have made even greater commitments to the outdoor casual wear segment, and tactical clothing is increasing its market share. Products are lighter and remove moisture more effectively than ever. Here is a short list of what’s new in outerwear for this fall. BlackHawk Part of the Warrior Wear line, the Integrated Tourniquet System (I.T.S.) pants provide lifesaving aid in the field and on the streets. The pants contain four integrated tourniquets, offering proximal (femoral artery) and distal (tibial artery) protection on both right and left legs. Sewn into the fabric, the tourniquets are B Y P e t e r B . M at h i e s e n positioned for immediate access under existing gear, and can be operated by the wearer, a buddy or a medic. The six-pocket pants use a strong, tight weave of cotton canvas coated with a wrinkle- and stain-proof treatment, and are offered in black or khaki. SRP: $89.99. Booth #8561. (800-694-5263; blackhawk.com) Browning Browning’s Highland vest marries a breathable, quiet, 11-ounce exterior to a 200-gram “no-itch” fleece lining. This wool vest has two handwarmer pockets, a fulllength zipper and a zip-through collar. The garment also uses a wind-barrier laminate to reduce chill. Browning has added a moisture-removing treatment to the tricot lining to help displace perspiration. Machine-washable, the vest comes in Browning’s All Terrain camouflage pattern. SRP: $64. The Maxus waterfowl jacket is waterproof, breathable and windproof. It has been designed to improve comfort by placing different Gore-Tex fabrics in specific locations to maximize mobility and protection from the elements. The result? More insulation in the shoulders, where it’s needed, and less insulation in the lower torso, where it’s not. Features include adjustable bottom drawcords with Velcro fasteners, laminated watertight cuffs, a call pocket (with zipper) on the left chest, two upper handwarmer pockets, detachable hood and an articulated elbow and Freedom Sleeve design for more freedom of movement. SRP: $370. Booth #4335. (800-333-3288; browning.com) Columbia With more than two decades of field-testing, the short-wader-cut Widgeon Parka is the most advanced duck-hunting three-in-one garment Columbia has built to date. At the jacket’s core is an ultra-warm 650-fill reversible (black or Delta Marsh camo) goose-down liner. It can be used alone for upland or deer hunting, keeping BLACKHAWK: Part of the Warrior Wear line, the Integrated Tourniquet System (I.T.S.) pants contain four intergated tourniquets positioned near the femoral and tibial arteries in each leg. The tourniquets, sewn into the fabric, can be operated by the wearer, a buddy or a medic. 30 ■ Shot Business Daily ■ friday, January 16, 2009 the wearer warm on the coldest days. The liner has a waterproof zippered license compartment. The exterior shell boasts doubleseam-sealed construction, with an additional rubberized coating for guaranteed dry performance in a downpour. Also onboard: a removable hood, classic Columbia quick-loader tubes, plenty of waterproof zippers and large front-loading shell pockets. The collar includes beard guards with a soft fleece fabric and foldable earflaps. To keep you cool when you build up a sweat, the underarms zip for ventilation. SRP: $550. browning: The breathable Maxus waterfowl jacket is waterproof and windproof, and features Gore-Tex Comfort Mapping technology. PRODUCTS Outerwear 2009 browning: The Highland vest combines a breathable wind-chill barrier and quiet exterior to a 200gram “no-itch” fleece lining. In addition, the wool vest has two handwarmer pockets, a full-length zipper and a zip-through collar. Booth #6781. (503-985-4000; columbia.com) Rocky The versatile Tri-Season base layer can be used by both deer and turkey hunters. The soft exterior uses SilentHunter micro-suede fabric to ensure complete silence in the woods, all the while quickly wicking away moisture from the wearer’s skin. The entire Tri-Season line carries Rocky’s ScentIQ Atomic technology, which eliminates odorcausing bacteria. No special deter- gents, sprays or other care is needed. SRP: $39. Booth #6861. (877-795-2410; rockyboots.com) Sitka The Sitka Stormfront jacket features the new Gore-Tex Performance Shell fabric. The three-layer construction offers a rugged and extremely breathable ROCKY: The versatile Tri-Season base layer can be used by deer and turkey hunters. It features a soft micro-suede exterior and scent-elimination technology. shell for extended rain conditions. Inside, the jacket uses a proprietary Gore-Seam Tape technology to ensure all seams are 100 percent waterproof. Extensive field-testing has demonstrated that the Stormfront is one of Sitka’s most weatherproof garments. The adjustable hood will keep you dry without interfering with your field of vision. Rainproof zippers and two front chest pockets reinforced with Melco tape and generous pit-zips allow you to regulate your body heat to stay cool. Other details include articulated elbows for fit and freedom of movement. Even the side pockets allow access to your under layers through special inside zippers. Booth #7287. (707-253-1122; sitkagear.com) Wolverine Finn jacket Quilted for warmth, and ideal for use as a liner in severecold climates, the Finn Jacket is a perfect multipurpose jacket. Made with a nylon exterior, this diamond-quilted jacket is wind-resistant and waterrepellent, and features a frontzipper closure and an exterior wind-flap snap closure. The gusseted back armholes provide a range and ease of movement. Insulated with Primaloft Sport fiberfill, the Finn features reinforced shoulders, a ribbed collar and cuffs and front patch pockets. SRP: $99. Booth #5861. (800-545-2425; wolverine bootsandshoes.com) FEATURE New Shooters, New Insights The NSSF’s First Shots range outreach program is successful at transforming non-shooters into new shooters By M a r i ly n S t o n e The NSSF’s First Shots program brings newcomers to participating ranges and provides them with the equipment and training they need to learn to shoot—and keep shooting. Phil Murray, of clay target manufacturer White Flyer, is enthusiastic about the program. “Some people have never had the opportunity to see or even hear of skeet or trap,” he says. “If they do it once, they’ll want to do it again.” Targeted Survey W hat do an 82-year-old grandmother and an eight-year-old boy have in common? Both were members of a family that participated in a First Shots program at Heartland Shooting Park in Grand Island, Nebraska. First Shots, an NSSF customerrecruitment program, makes it easy for non-shooters to become shooters. Introductory seminars provide all the equipment newcomers need. They emphasize safety, reduce intimidation and highlight the fun of shooting. And the seminars are only three hours long, so they’ll fit easily into people’s busy schedules. The NSSF provides ready-made print and media ads and a 100 percent match on co-op dollars up to $3,000. The extra money gives retailers and ranges the resources to reach beyond traditional media outlets, if they choose to do so. Others prefer to intensify coverage in proven outlets. “Support from the NSSF was more than we could ask for,” says Bill Starkey, superintendent of Heartland Shooting Park. “They helped us with advertising costs, organization, provided firearms and helped us pick up all of the loose ends. Their support enabled us to concentrate on the marketing end. We maxed out the first two events at thirty-six each, and had twelve in the third class.” Making Newcomers Welcome Historically, First Shots programs have focused on one shooting discipline— handgun, rifle or shotgun—but Heartland Shooting Park was one of the first ranges to combine all three. “The three-gun format really worked well,” says Starkey. “It gave everyone a well-rounded experience in shooting sports, which is what we wanted—to give them just a little taste of the excitement and fun they can have with shooting.” NSSF’s First Shots offers a strategy to reach urban-dwellers who have had no exposure to the shooting sports. This is where the industry will find the next generation of shooters, and it’s vital that they are successfully recruited to our ranks. 34 ■ Shot Business Daily ■ friday, January 16, 2009 Jeff Pedro at Sim Trainer, a range and training center in Dayton, Ohio, agrees. “First Shots is our most productive form of promotion,” he says. “It automatically promotes diversity in the customer base, because it’s geared to males and females of all ages.” Analysis of women’s responses to First Shots handgun seminars reveals the program delivers the training they want at just the right pace. Ninety percent of female participants say they plan to continue shooting after the program. Peter Boruchowski, manager of Smith & Wesson’s Shooting Sports Center, says despite years of offering First Shots, the range has not reached participant saturation and is still filling seminars. Surveys show that 30 percent of new customers return to the range where they had their first experience. Other ranges reap the benefits as well. Approximately a quarter of First Shots participants have shot at other ranges five times. Customers demonstrate the greatest loyalty to the range that held the First Shots program, however. They return to that range an average of almost seven times. More than 13 percent purchase memberships at the range, whereas just under 5 percent of First Shots participants purchase memberships at another range. New shooters don’t want to stay novices. The opportunity for more training is a great motivation to continue. Retailers can take advantage of NSSF’s First Shots by partnering with local ranges and clubs, to boost their name recognition with new shooters. Product donations, special promotions and discounts will help get new shooters in the door the first time. An added benefit of reaching out to new shooters is the insight gained from follow-up surveys. For instance, weekends are the most popular days of the week to shoot, but between 30 and 40 percent would shoot Tuesday through Friday. Surprisingly, more than 30 percent of First Shots handgunners would like to shoot from 8 a.m. to noon; an equal percentage preferred noon to 4 p.m. New shooters want to share their passion with friends and family. More than 53 percent of participants surveyed have introduced another person to shooting. Having someone to shoot with was listed as a motivation to continue in the sport, also. First Shots participants also are indicating that we need more ranges, morning hours, more training classes, social and competitive opportunities, and perhaps a “frequent shooter” card for special pricing on rentals and service. How to get involved Every Segment of the Industry Can Participate NSSF’s First Shots’ design offers an avenue for all industry segments to benefit, including ranges, retailers and manufacturers. Contact Cyndi Dalena at 203-426-1320 or [email protected]. Manufacturers First Shots sponsorship means you can start building a relationship with new customers with their first experience. Opportunities are limited only by your imagination. For instance, Meggitt Defense Systems Caswell offers new shooters a wallet card to diagnose their shots, Hi-Viz provides a book of shooting tips and White Flyer donates clay targets for shotgun events. Smith & Wesson held the inaugural First Shots at their shooting center in October 2006 with all equipment provided. The company also provides loaner handguns and shotguns for host ranges. Ranges First Shots provides a partnership opportunity between manufacturers and ranges. Cyndi Dalena calls ranges the “grassroots delivery system of product” that helps manufacturers get their products into new stores. FEATURE R e t a i l E d u c a t i o n S e m i n a rs make a difference NSSF expert seminars help firearms retailers build stronger and more profitable businesses H By Christopher Cogley ow do you stay ahead of the competition? How do you grow your profits without over-extending your operation? The answer to these questions, and so many others, can be summed up in three words: better business practices. That’s easy to say, but infinitely more complicated to implement. The National Shooting Sports Foundation, however, is making the prospect a little easier by offering seminars at SHOT Show, and across the country throughout the year, that are designed to help firearms retailers be more successful in a continually changing industry. “We’re the trade organization for the industry,” says Tom Larson, the NSSF’s director of retail partnerships. “We want these businesses to succeed, and these seminars are one way we’re helping them do that.” For more than 30 years, the SHOT Show has been the place where retailers come to find the latest products they need to be successful. It’s also become the place where they come to get the information that’s just as critical to their continued success as the new products on display in the show’s booths. The NSSF seminars run from 9 a.m. to 4:30 p.m. on the second and third day of the SHOT Show— Friday, January 16 and Saturday, January 17—in Rooms 308C and 308D in the Orange County Convention Center. They are free of charge and cover a wide range of issues. The lineup of 2009 seminars includes topics specific to firearms retailers, such as how to pass an ATF inspection and identifying straw purchases. “A review of the ten most frequent ATF inspection violations— instead of simply going over the forms and how to fill them out— will demonstrate where the mistakes are made, so that retailers can avoid them,” Larson says. “Information like this is invaluable.” In addition to the regularly sched- uled seminars, the NSSF is also hosting two special seminars—including the one that is always the most popular of the show. This year, the ATF/ FBI-NICS Issues and Answers seminar is on Friday afternoon from 1:00 to 4:30 in Room 308A-B. “This is the seminar that gets heavily attended every year,” says Randy Clark, managing director of program development for the NSSF. “This seminar is just jampacked with information.” The seminar features a panel of experts from ATF and FBI who will present the latest changes in the laws and regulations that affect your business, and will also answer questions about those laws. The seminars also cover traditional practices like how to close a sale and how to develop repeat retail customers. In addition, on Saturday morning, from 8:30 to 11:30 a.m. in Room 103A, Glock, the Tax & Trade Bureau and the NSSF will present a seminar covering another industry hot topic for 2009. The seminar will outline the changes in Firearms & Ammunition Excise Tax law for 2008-2009 and allow attendees to ask questions about FAET and how it will impact their business. One of the major changes in the lineup of seminars at the 2009 SHOT Show is the expanded presence of seminars for the law enforcement community. “We really expanded the presence of law enforcement seminars, because that segment of the SHOT show has really grown,” Clark says. The three law enforcement seminars scheduled for the show will cover law enforcement/tactical optics, laser sighting devices, and flashlights and accessories. The seminars are designed to cover not just new products, but also the techniques that will help keep law enforcement officers safer on the streets. They also help to meet the needs of the law enforcement segment at the show, which has grown significantly over the past few years. “I don’t see an end to the growth of this segment, and by us offering more seminars for them, it creates a pathway for more members of the law enforcement community to be able to come and take advantage of everything the show has to offer them,” Clark says. “It’s exciting to see the growth of this segment, but we’ll still always have a strong retailer focus.” That commitment to the retailer extends past SHOT Show and continues throughout the year with ongoing Retailer Education Seminars. Hosted in cities across the country, these one-day seminars are put on in conjunction with ATF and open to anyone with a FFL. There is no charge for the seminars but the information they provide is priceless, especially when you consider the cost to a retailer who loses his FFL. “It’s a training seminar that we put on for retailers so they can be compliant,” Larson says. “The quickest way to lose your license is by not being compliant, and these seminars are designed to help them avoid that.” Judging by the response, retailers Better business practices help retailers to be more efficient. across the nation are appreciative of the seminars and the information they provide. “The seminars had been highly attended last year, and we’re looking at expanding them for 2009,” Clark says. “What we’re finding is that the retailers are looking for the kind of information presented in these seminars, and we’re responding to meet their needs.” The seminars cover topics such as how to avoid illegal firearms sales and prevent smash-and-grab robberies, but the main focus of the seminars is to present the information that retailers need to pass ATF inspections. “One of the biggest stresses that most retailers have right now is an inspection,” Clark says. “We’re here to give them the information they need to be prepared for it.” The first scheduled Retailer Education Seminar of 2009 is on February 4 in Detroit. For a complete list of seminars, visit the National Association of Firearms Retailers website at nafr.org. Whether it’s at SHOT or in your hometown, taking advantage of these seminars can go a long way toward helping your business succeed. “If you can carve out the time to go to the seminars, you won’t regret it,” says Jeff Poet of Jay’s Sporting Goods in Clare, Michigan. “I hit as many as I can, and they have always been well worth my time.” FEATURE putting young hunters in the field By eliminating barriers that keep young hunters from enjoying the sport, NSSF helps bring new participants into the fold L BY brian mcCombie ast August, New York became the latest state to approve Families Afield legislation, when Governor David A. Paterson signed a bill creating a special “junior hunter” mentoring program. That law allows 14- and 15-year-olds to hunt big game with a firearm while accompanied and supervised by an experienced adult “mentor” hunter—yet another example of Families Afield bringing more people into the hunting fraternity by dropping existing barriers to hunting participation. “At NSSF, one of the key strategic points that we’ve always had is to try to identify those issues which may be roadblocks to participation in hunting and target shooting,” says Doug Painter. Now NSSF’s Senior Advisor and Trade Liaison, Painter headed the NSSF at the time Families Afield was launched, in 2004. “What’s keeping folks from getting out there? With hunting, there was a lot of concern about the high initial age limits on first-time hunters.” So NSSF partnered with the National Wild Turkey Federation and the U.S. Sportsmen’s Alliance to promote Families Afield legislation at the state level. So far, 27 states have passed some type of Families Afield initiative, allowing 131,000 young people to try out hunting. Consider New York State. In the past, a young person there could not hunt big game, essentially deer, in the state until the age of 16. “My gosh,” says NSSF President Steve Sanetti, “by the time they’re sixteen, most kids have gone on to do other things!” The basic idea is to let the parents, not the state, decide when a child is ready to hunt. Try Before You Buy New York had a particularly high barrier for prospective deer hunters. Before they could even put on a stitch of blaze orange, they had to sign up for, pay for, and then take a hunter education course. Families Afield legislation overcomes those sorts of roadblocks through a mentored hunting license, which allows a youngster (though technically it can be a first-time hunter of any age) to hunt with a licensed, experienced hunter, usually for one hunting season. If he or she likes the experience and wants to hunt again, the young person then takes hunter education. “We’re great, great supporters of hunter education,” Sanetti stresses. “But what you were essentially saying was, before you can even try hunting, you had to make the full hunter ed commitment.” “This is almost like a try-before-you-buy program,” adds Randy Clark, NSSF’s Managing Director for Program Development. “Families Afield offers them the chance to get outdoors with Dad and experience the hunt. Hopefully, we’ve got them hooked on hunting at that point. That’s the whole premise behind it.” One potential hurdle to Families Afield bills going forward was the erroneous perception that youngsters hunting before taking hunter education would be a danger to themselves and others. But the research shows a very different picture. Statistics from the Youth Hunting Report, which was written by Silvertip Productions, the U.S. Sportsmen’s Alliance and Southwick Associates Inc., found that youth hunters are the safest hunters in the woods when accompanied by an adult. Of the states that have no minimum-age restrictions, the incident rates are .0483 per 1,000 hunters. The remaining states where the government sets minimum hunting age requirements have an incident rate nearly 10 percent higher, at .0534 incidents per 1,000 hunters. Those findings were peer-reviewed for statistical validity by the Triad Research Group. Melissa A. Schilling, NSSF Manager for Recruitment & Retention, 40 ■ Shot Business Daily ■ friday, January 16, 2009 believes the parents best know their children and their capabilities. “We want the parents to decide when their child is ready to hunt,” she says. “They’re probably already taking their child out, so they know what he or she is capable of.” That safe record has been borne out, as Families Afield has increased hunting opportunities. A sampling of these new opportunities include: state by State kentucky: Created a one-year non-renewable exemption from hunter education classes for novices hunting under the supervision of a qualified mentor. Also raised from 10 to 12 the age at which a youth must take a hunter education class prior to hunting. michigan: Lowered the minimum hunting age for small game from 12 to 10, and for big game from 14 to 12. Also created an apprenticehunting license that permits experienced hunters to take newcomers age 10 and older hunting before completion of a hunter education course. pennsylvania: Created a mentoring license that permits experienced hunters to take newcomers hunting at any age for deer, turkey and groundhogs before completion of a hunter education course. utah: Eliminated the age minimum for small-game hunting. In 2007, Families Afield legislation in Florida created a supervised hunting program that permits a newcomer to hunt with a mentor for one year before completion of a hunter education course. “Florida’s a great example,” says Sanetti. “They’ve had declining hunter numbers for years, yet they sold seven thousand mentor licenses the first year—the first uptick they’ve had in a long time. That’s the key. You find the bottleneck, open it up and you can have some good results.” More states will see Families Afield legislation introduced in upcoming years. In those states that have already passed bills, Painter says, it may be helpful to review exactly how the new hunts are being promoted. “I think that ‘Phase Two,’ if you will, is working with those states to make sure that they’re doing a good job promoting and publicizing the availability of the mentor license,” says Painter. “Ohio did a hell of a good job promoting their mentor license, and sold thirty-one thousand the first year. That’s what you’ve got to do. With any great new product, you have to let people know about it.” The Lapsed Hunter A side benefit to Families Afield legislation is helping to reactivate the lapsed hunter—someone who used to hunt but, usually due to family and work obligations, has let his hunting fall by the wayside. “In a number of situations, the parent was a lapsed hunter,” Clark explains. “Now, with Families Afield, John Jr. is thirteen or fourteen, and he’s interested in trying out this hunting thing. So, you have the lapsed hunting parent getting back out in the field with the youngster, and it’s just a great family experience.” For more information on Families Afield, contact Melissa A. Schilling (203-426-1320; mschilling@nssf. org) or go to familesafield.org. FEATURE na f r f i g h t s for you State organizations work for retailers locally F By Christopher Cogley or years, the National Shooting Sports Foundation and its specialized division, the National Association of Firearms Retailers (NAFR), have been standing up for the rights of firearms retailers across the country by promoting the shooting sports and fighting against anti-gun legislation on a national level. Sometimes, however, the most potentially damaging issues don’t come from Capitol Hill or the White House, but from the halls of the state legislature. “We realize that there are some key states that tend to influence the rest of the country when it comes to the legislation they pass,” says Tom Larson, director of retail partnerships for the NSSF. “It’s important for the businesses in these critical states to join together to protect the industry.” As a way to assist these businesses in banding together to identify and combat these issues, the NAFR is working to help establish and support a growing number of state firearms retailer associations in critical areas of the country—areas like Maryland. “For years, we have been the poster-child for anti-gun legislation,” says Carl Roy, the corporate president of Maryland Small Arms range in Upper Marlboro and president of the recently formed Maryland Association of Firearms Retailers (MDAFR). “Groups come here to get their bills passed, and if they do, then they take the bills to the bigger states like California and New York and say, ‘Look, it must be good because it passed in Maryland.’” It’s a dangerous precedent for everyone in the shooting industry. Fortunately, however, precedents are two-way streets. If that same anti-gun legislation is proposed in Maryland and enough legislators listen to the MDAFR to defeat the proposal, it will be much harder for that same bill to be passed in other states because it’s already been defeated once. In order for that to happen, however, reason and resources have to come from not one voice, but many. Which is where the state retailers associations come in. “An individual is never going to be able to fight the state in court, but a group can,” says Roy. “Until recently, we haven’t had a group standing up and telling lawmakers how impractical some of the legislation is. Then when it passes, we’re stuck with it regardless of how it impacts our business.” Which is why it’s critical for firearms retailers to join their state organizations as well as the NSSF, Larson says. Not only does increased membership allow these local organizations to function, but it also makes them more effective. “When they go into the state legislature to speak out against a bill that would impact the industry, they carry a lot more weight when they represent the entire industry of the state, not just a few businesses,” Larson says. “Strength comes in numbers, and these state organizations need strength if they’re going to protect the industry—and their investment.” Larson says that at the state level, firearms retailers are facing an increase in the amount of anti-gun legislation being proposed, more stringent regulations and a larger number of frivolous lawsuits against the firearms industry. Threats to local business don’t just come from the courts and legislative branches of the state governments, however, but also from the changing landscape of the industry. Factors such as increased regulatory compliance 42 ■ Shot Business Daily ■ friday, January 16, 2009 audits, tougher profit margins and more negative publicity for lawabiding gun owners are taking an increased toll on businesses and becoming more prevalent. state by state In addition to Maryland, states where these issues have become increasingly common include California, Connecticut, Illinois, Michigan, New Jersey, New York and Pennsylvania. Each of these states, however, now has an association of firearms retailers established that is working to protect local businesses. It likely won’t be long before additional states join their ranks. “Right now we’re really focusing our efforts on the battleground states,” Larson says. “But we don’t want to discourage any state from forming an organization.” Defeating adverse legislation isn’t the only purpose of these local organizations. They are also a critical resource to promote the industry on a statewide level and reach people that are often inaccessible to a national organization. “A large part of our focus is to develop a better relationship with the state legislators and show them that dealers are businesspeople,” Roy says. “If we can show them how legislation can affect us as business- people and the community we live in, it could make a difference when it comes time to the next vote.” One way that state organizations are strengthening relationships with local lawmakers is by proving that the shooting industry is just as concerned with the criminal misuse of firearms as every other person in the country. This fact is demonstrated in no uncertain terms when a state firearms organization doesn’t just support, but proposes laws that mandate harsher punishment for criminals. Just as it helps to protect against adverse legislation, the strength in numbers that a group provides is also more likely to get proposed legislation passed that will improve business and the overall image of the shooting industry. Regardless of whether they use it to speak up or speak out, Roy says that the formation of the MDAFR has given many business owners a voice they didn’t feel like they had before. “Nothing’s more frustrating than feeling like you don’t have a voice in an issue that affects your livelihood,” says Roy. If you’re interested in forming an association in your state, feel free to call Larson at 203-426-1320 for details and support. FEATURE t h e Wa s h i n g t o n connection Big Wins NSSF’s Government Relations Team: On Top and Fighting By Christopher Cogley T hey call this “the information age,” so it might seem reasonable to assume that the decisions made at the highest levels of government—decisions that affect lives and determine the future of American industries—are made based on facts instead of half-truths and outright lies. Unfortunately, as the people in the shooting and hunting industry have seen, if there’s one thing that seems to be more readily available than information in today’s world, it’s misinformation. All too often it’s this misinformation that determines the direction that decisions take. Once spread, misinformation becomes a highly communicable disease that can quickly and effectively destroy truth, logic and fact. The only way to combat this disease is to have a strong, trusting relationship with the legislators and lawmakers who are the targets of the misinformation. It is those kinds of relationships that the government relations team at the National Shooting Sports Foundation has been working to build and maintain for years, an effort that paid large dividends in 2008. One of the biggest and most publicized victories that the NSSF was part of came on June 26, when the United States Supreme Court ruled that the Second Amendment to the Constitution guarantees an individual’s right to bear arms. “The decision by the U.S. Supreme Court is a major victory for all Americans,” says NSSF President Steve Sanetti. “The Heller decision reaffirms the wisdom of our founding fathers in creating the Bill of Rights to protect and preserve individual rights, the cornerstone of our democracy. Furthermore, this decision solidifies as historical fact the commonsense understanding that governments have powers, not rights—rights are reserved exclusively for individuals.” The NSSF government relations team was very active in supporting the Heller case and wrote an extensive Friend of the Court brief on behalf of Mr. Heller. This brief was repeatedly sourced during the questioning process and in the delivered opinion. It was a historical victory for the NSSF and the entire industry. When it comes to victories, however, the smaller wins can often be just as important as the larger, more obvious, ones. Although it didn’t get a great deal of attention outside of the industry, NSSF made significant progress this year in its effort to stop microstamping and bullet serialization proposals. Both of these issues propose mandatory use of unproven and impractical technology that would unduly burden firearms and ammunition manufacturers and significantly increase the costs to consumers without providing any of the benefits that proponents promise. Armed with detailed research and independent studies, NSSF was able to use facts to combat the spread of misinformation that legislators in several states were receiving. “We were able to stop microstamping in fourteen states and knock down bullet serialization proposals in eighteen states,” says Jake McGuigan, director of government relations for NSSF. “These are big wins for us, and this effort is going to continue to be a priority for us in the coming year.” On the international scene, Lawrence G. Keane, NSSF senior vice president and general counsel, who heads up the government relations team, has been appointed to a federal committee that advises the State Department on arms export control issues, including firearms and ammunition products, to help ensure impediment to legitimate exports are reduced while U.S. foreign policy and national security interests are protected. priorities for 2009 Another of the team’s priorities for 2009 will be the fight to get legislation passed that will allow firearms and ammunition manufacturers to pay firearms and ammunition excise tax on a quarterly basis, the same payment schedule used for every other industry that supports conservation through excise tax. (Currently, firearm and ammo makers must pay their taxes biweekly, causing an undue financial burden and higher administration costs.) NSSF worked with congressmen to introduce bills in both the U.S. House of Representatives (H.R. 6310) and the U.S. Senate (S. 3331) and will continue to push until these bills are passed. The team is also working to head off the flood of misinformation surrounding the proposals to ban traditional ammunition. Environmental extremists and anti-hunting groups are continuing to make unsubstantiated claims that It’s important to help stem the tide of misinformation that is spread about the shooting sports. consuming game harvested with traditional ammunition poses a human health risk. Without any scientific proof of a species population impact—the standard by which wildlife is managed—these groups also claim wildlife is being harmed by feeding on carrion left in the field from game taken using traditional ammunition. Despite the lack of definitive scientific evidence, California recently banned the use of lead ammunition for hunting in the condor range, where most of the big-game hunting in the state takes place. The NSSF will continue educating lawmakers, regulators and the media about the facts, so that wildlife management and conservation decisions are based on sound science, and not on emotion or in response to political pressure from environmental extremists and anti-hunting zealots. The government relations team is also working to increase knowledge of the firearms industry through the continually expanding Don’t Lie for the Other Guy program. This program was started by NSSF in 2000 as a cooperative effort with the Bureau of Alcohol, Tobacco, Firearms and Explosives to educate firearms retailers on how to identify and stop illegal straw purchases. The program has had continued success in that mission, but recently, the program evolved into something more. “This year it took on a life of its own,” Keane says. “The focus of the program used to be assisting ATF in educating firearms retailers to be better able to detect and deter illegal straw purchases. Having largely accomplished this aspect of the campaign, we are now focused more on getting the Don’t Lie message out to the general public: ‘Buy a gun for someone who can’t, and you’ll buy yourself ten years in jail.’” major media campaign To that end the NSSF and ATF have launched a major media campaign to spread the message of Don’t Lie for the Other Guy. “We’re inundating cities with signage and advertisements that educate the public of the penalties associated with trying to buy a firearm for someone who can’t legally possess one,” Keane says. Speaking to the ancillary benefits of the campaign, Keane adds, “It gives the entire industry very positive exposure by demonstrating to the public just how seriously we take the issue of straw purchasing.” That effort not only goes a long way toward improving public perception of the industry, but also strengthening relationships with the legislators who make the laws and the agencies that enforce them. It also has the potential to become the vaccine that could one day cure the debilitating disease of misinformation. FEATURE By providing grants to state agencies, the Hunting Heritage Partnership helps these oftenunderfunded agencies recruit the next generation, as well as retain current hunters. H H P h e l p s g ua r a n t e e our future The Hunting Heritage Partnership is designed to Partnership (HHP), providing grants to state wildlife agencies to hunter participation remained stagnant. “If we’re not growing, we’re losing ground,” says Gary Moody, chief of wildlife at DCNR. “And that’s not something we want to say for very long.” So DCNR hit on the idea of bringing in new hunters via youth dove hunts. The first pilot hunts were held in 2000, and the program went statewide in 2001. By the third year, though, it was apparent that additional funding was needed to maintain the momentum of the youth hunts. So DCNR applied for, and received, $26,000 in HHP funds. create and expand hunter recruitment and retention programs. win/win help state agencies I B y B r i a n M c C o mb i e t’s no secret that the future of hunting depends on greater hunter access, increased hunting opportunities for current hunt- ers and the continued recruitment of the next generation. Yet, with tight budgets, state game agencies can have trouble developing and promoting programs to keep hunting strong. That’s why the National Shooting Sports Foundation created the Hunting Heritage “Certainly, the ability of any state to provide good hunting opportunities is critical to our future,” says Doug Painter, who was at the helm of NSSF at the time HHP was created, and serves today as NSSF’s senior advisor and trade liaison. “The data shows that eighty-five percent of the people who hunt in this country, hunt in their state only.” But when it comes to hunting opportunities, available game species and a host of other factors, no two states are the same. “That’s why the program is state specific,” Painter explains. “It allows a particular agency to say, ‘Here is the need, here’s what we’d like to do—if we had the money!’” Through the HHP grant process, states can request that money, and then use the funds to develop a wide range of hunting initiatives at the grassroots level. Whether it’s to increase hunter access, bring in new hunters, expand opportunities for current hunters or to get the word out about these options, HHP is there to assist. “Typically, they are one-time grants, where a state will send in a proposal for an idea or a particular program they want to kick off,” says Randy Clark, NSSF’s managing director for program development. “However, we do see proposals for ongoing efforts, too.” “For example,” Clark explains, “maybe one state has a program they’ve run for awhile, and it’s very successful. Now, they’ve found another avenue for it or element or layer to add. They could actually come to us again and say, ‘Look, this program was so successful, we now have a platform, and we’d like to build on it, with another grant from you.’” HPP success stories are many and varied. For example, Alabama’s Department of Conservation and Natural Resources (DCNR) became concerned over a very obvious trend: though Alabama’s population was surging, 46 ■ Shot Business Daily ■ friday, January 16, 2009 At 2003 youth dove hunt events, more than 1,770 youths participated, 500 of them first-time hunters; 1,700 adults attended, as well. The average age of the young hunters was 11 years old. “Some kids are our future hunters; for others, it is a passing thing,” Moody says. “Either way, we win. If we give kids a great hunting experience, it will be harder for them to believe later in life that hunting or firearms are bad. Of course, we win with their parents as well.” “It’s a program that really took off,” says Melissa A. Schilling, NSSF Manager for Recruitment & Retention. She notes that with the help of the HHP grant, the youth hunts grew in popularity, attracting partners who today donate funding, volunteers and other resources. “Many states have used Alabama’s dove hunt as a model to form their own youth hunts,” Schilling adds. Idaho provides another great example of HHP at work. There, hunters were unable to access large swaths of public land, as doing so would have required trespassing on private property. “Those acres were basically landlocked, if you will,” Clark says. So Idaho’s Department of Game and Fish used an HHP grant to remedy the situation. “Collectively, what they did was to work with the landowners and provide easements so people could use the private land to access the public property,” Clark says. “That was a huge success, because that opened up nearly 700,000 acres.” The grants can also fund hightech outreach. That’s how the Pennsylvania Game Commission (PGC) used an HHP grant, after a survey discovered that Pennsylvania hunters felt their biggest roadblock was not knowing where they could hunt. This, in a state with over four million acres of public lands! GPS factor “The problem was, people didn’t know where those locations were,” says NSSF President Steve Sanetti. “They aren’t huge tracts of public land. They’re many, many hundreds of different areas around the state. “So, they used our HHP grant to GPS every public hunting area in the state,” Sanetti continues. “The information was placed on a PGC website, where hunters can locate public lands and print off directions and maps. What a success that has been! It also goes to heart of what we’re trying to do on another level. Once Pennsylvania did that, other states took notice. Now, we have at least five other states that have GPSed all their hunting units.” Bringing lapsed hunters back into the fold was the aim of another successful grant proposal, this one submitted by Tennessee’s Wildlife Resources Agency. The agency then created a targeted marketing plan, one that got these former hunters once again buying hunting licenses. “With that success, many states have gone on to start very similar lapsed-hunter marketing programs,” says Schilling, including Florida, Nevada and South Carolina. “Of course, every state is unique,” Schilling adds. “What works to attract lapsed hunters in Tennessee isn’t necessarily going to work in South Carolina.” Last year, HHP received 31 grant proposals, and Schilling expects even more for 2009. The deadline for submitting grant proposals is early spring. NSSF notifies grant recipients within two months following the deadline date. Priority consideration is given to projects completed by March 1 of the year following signing of the official grant documentation. For more information, contact Melissa Schilling at 203-426-1320 or [email protected]. FEATURE courting the Youth Factor Younger shooters can be incredibly loyal customers, once you learn how to connect with them I f you look around your store and see nothing but graybeards, you’ve got a problem. Who will you be selling to, once this group rides off into the sunset? The good news is there’s a generation coming along that is interested in shooting and hunting. And they appear, as a group, to be incredibly brand-loyal—once you’ve earned that loyalty. The bad news is that they’re incredibly mediaand marketing-savvy, and can’t be reached by most of the tried-and-true mass-marketing methods employed by manufacturers and retailers for the past 50 years. The members of this generation, which goes by three names—Generation Y, Echo Boomers and the Millennials—are a digital breed. They grew up with cell phones, iPods and the Internet. They have short attention spans. But they’re reputed to be 70 million strong and by some estimates spend in the neighborhood of $172 billion per year. That purchasing power represents a huge opportunity for you—if you can figure out how to reach these target By M a r i ly n s t o n e Whether called Generation Y, Millennials or Echo Boomers, young shooters represent a sizable market for shooting-sports retailers. The challenge is reaching them with the proper message. customers. As an industry, we’re just coming to terms with them, but one thing is clear: The old methods don’t work. To engage Generation Y, you really will have to think outside the box. SHOT Business talked to a group of industry leaders who are doing just that. What they’ve learned could help steer you into this uncharted but lucrative territory. Show, Not Tell “Talk is cheap” may be an old saying, but Millennials live by it. They don’t want to stand at a counter and have a salesman go on and on about the virtues of a product. They have a low boredom threshold and quickly will tune out a talking head. A better approach is to go video. When LaserMax’s marketing coordinator, Cory Walton, revamped the company’s website to make it more inviting to Millennials, visitors to the site increased by 33 percent. He understood that Millennials are exceedingly intolerant of slow-loading or difficult-to-navigate sites, so he simplified the site. 48 ■ Shot Business Daily ■ friday, January 16, 2009 He knows Millennials like bells and whistles, and one of the big attractions was the addition of a video from a dash-mounted camera in a police car. The video showed the laser sight in action during traffic stops, giving viewers the opportunity to see how the product performed in the field. In tracking the performance of the video, Walton discovered that many of the site’s new visitors came from AR-15 websites. “These are sites that tend to be younger demographics,” says Walton, which is precisely the customers the company was looking for. Drake Clark, director of marketing at Magpul Industries, a 10-yearold manufacturer that develops products for law enforcement and military tactical shooting, has witnessed the power of the videohosting site YouTube. A video of one of their products posted on YouTube by a third party has been viewed more than three million times. This type of Internet exposure has drawn people to the company’s website and boosted name recognition. Now Magpul relies almost exclusively on online advertising. Some business owners fear losing control of their marketing campaigns with viral marketing such as this, but to Clark, it’s all about the numbers. “I’ve seen a ton of negative press on the video, but if you want to be successful at marketing on the Internet, you have to let go of control,” says Clark. “The video appeals to the majority of people I want to appeal to, so it works.” Clark says a retailer has sold “a ton” of Magpul’s Pmag polymer magazines for M-16s and AR-15s by running a video throughout the day showing a polymer-and-plastic magazine standing up to a spinning pickup truck tire on pavement. Clark shot the video in the company’s parking lot in a few minutes for a fraction of the cost of a video shot by a professional production company. No question, some of these videos look amateurish. But to the Millennials, that’s part of their appeal. The amateur look passes for authenticity, a key word with this generation. The Virtual Campfire Online communities in which hunters, shooters and law enforcement FEATURE An important lesson here is that the product performed as advertised. The buzz helped drive customers to retail outlets, but once in the field, users discovered Black Cloud performed as advertised. The Millennials are supremely unforgiving if a product does not measure up to expectations, and they know how to use the Internet to voice their disapproval. Walk the Talk Research has shown that, as a generation, Millennials are looking for meaning and understanding in their lives. If your business reflects the values they support, you’ll earn their loyalty. cent of members told a friend about WeatherbyNation within the first three months. Although Gautschi admits it is difficult to track customer recruitment, he believes members seem to be moving from brand loyalty to brand advocacy, a key element in any online campaign. WeatherbyNation members’ perks include live online discussions with industry leaders. For instance, Tim Lesser, a marketing communications specialist at Leupold & Stevens, responded to questions and comments from WeatherbyNation members. Leupold’s Pat Munday said it was a valuable opportunity for Leupold to provide feedback to customers on the use of the company’s products and to be associated with another great brand. personnel connect to share experiences, ask questions and give advice can be a big factor in successfully reaching new customers. Even in the digital age, people want to connect with each other. Magpul’s Clark says conversations on law enforcement forums have been boosting the name recognition of the company and interest in its products. Swanson Russell Associates, the public-relations firm for Weatherby, recognized the popularity of online communities such as 24hourCampfire.com and Hunting.net. The firm saw a potential for an online community connected by the Weatherby brand when it launched WeatherbyNation.com. Spike Camp, the online forum, is a cornerstone of the site, which offers photo sharing as well as conversations. Eric Gautschi, account executive at Swanson Russell, says the company looked at various online services to see how they could be adapted to enhance the online experience for WeatherbyNation.com members. For instance, Swanson Russell looked at Flickr for photo sharing, Facebook and Myspace for social networking and Yahoo groups and various message boards for how to manage online communities. Within a year of launching, WeatherbyNation.com has grown to more than 20,000 members, and word-ofmouth is accelerating the growth. Gautschi says 70 per- A Step Further ATK went a step further in 2007 when it created a mystique for a single product, Black Cloud ammunition, for waterfowlers. Tim Brandt, ATK’s ammunition communication specialist, says Black Cloud’s uniqueness was a big part of the product’s success. At the same time, he noted that the ammo delivered what it promised to the hunter. ATK launched the buzz, or online word-of-mouth marketing, even before the product hit the stores. On a separate website (dropduckslikerain.com) the manufacturer posted videos, including humorous duck-hunting and dog-training videos and demonstrations showing why Black Cloud works. ATK also teamed up with Phil Robertson, aka the Duck Commander, and his group of waterfowlers, who shoot Black Cloud. Robertson clearly resonated with the younger audience that ATK had targeted. Tom Dennison, owner of Ft. Thompson Sporting Goods in North Little Rock, Arkansas, confirms that the buzz strategy worked. His customers were asking about Black Cloud months before it was available. Dennison, who calls ATK a leader in promotion and packaging, says the vinyl packaging appealed to his upscale customers. He believes Black Cloud has boosted sales for ATK—this in an area where a Winchester plant is only 25 miles away. 50 ■ Shot Business Daily ■ friday, January 16, 2009 The Sportsman’s Channel (TSC) has successfully drawn in a younger audience; 49 percent of its viewers are under 35 years of age, and roughly 35 percent are under 25. Although TSC doesn’t aim all of its content toward the younger generation, edgier, non-traditional programs in which hunters pursue alligators or flying carp appeal to youthful viewers. As a result, 14 percent of TSC shows are produced by an under-35 demographic and reflect that style of edgier species, faster graphics packages and sexier, hard-rock background music. In courting the Y Generation, TSC has learned another aspect of this generation’s culture. TSC’s general sales manager, Graig Hales, says that research shows Millennials are looking for meaning and understanding in their lives. If your business reflects the values they support, they’ll reward you with loyalty. But tread carefully. Michelle Schuermann, TSC director of communications, notes, “If you support one charity or foundation because it’s trendy this year, but it doesn’t resonate with the core values of your company, Millennials will see it as marketing hype and cut you off in a heartbeat.” Courting this generation takes some work and will no doubt require some rethinking about how you do business. But keep in mind that they are incredibly loyal customers once you make the connection. You also need keep in mind how this shopper uses the Internet. Typically the Millennial will use the Internet to learn about a product before he even walks into the store. The good news here is that he’s basically pre-selected to buy. The bad news is that if your counterman doesn’t have the required product knowledge, he won’t be able to bluff. The Millennial will call him on it and will leave. So, doing business with the Y Generation requires that you and your staff stay on your toes with ever-changing product developments. And if you believe all this is simply too much bother? Well, what happens in 10 years or so when your current customer base has passed on? In that case, you truly will be up the proverbial creek…without a paddle. FEATURE One of the biggest developments in the AR market has been Remington’s entry into the field with the R-15, sourced from Bushmaster, and the R-25, from DPMS. Remington also developed a new .30-caliber big-game round for the R-15. the surprising facelift A trusty warhorse has undergone an unexpected transformation to become the hot ticket for recreational shooters I t’s the last thing a terrorist wants to see, and the last that many do: the muzzle end of an M16 rifle wielded by a member of the U.S. military. They’ve had plenty of time to get used to the idea, as the M16 has been the standard U.S. military battle rifle for more than 40 years. Designed by Eugene Stoner, the M16 (originally called the AR-15) was based upon his earlier AR-10 design, which used the .308/7.62x51 NATO cartridge. When the military decided it wanted a .22-caliber cartridge for the new rifle, Sierra Bullet Company and Remington Arms redesigned the .222 Remington Magnum into the .223 Remington (5.56x45mm). The smaller cartridge resulted in a lighter rifle and gave troops the ability to carry more ammunition. The first to face the AR-15 were the Vietcong in 1962, when 1,000 of the rifles were sent to South Vietnam for field-testing. Positive reports prompted the U.S. Air Force to officially adopt it as the M16 in 1964. That same year, the U.S. Army began issuing it to Vietnam-bound troops. Smith & Wesson has also entered the lucrative AR market. Four ARs (three with 16-inch barrels and one 20-incher) are now offered in the Military & Police series. 52 ■ Shot Business Daily ■ friday, January 16, 2009 By Chris Christian From 1965 to 1967, though, reports that the M16 was unreliable abounded. In fact, the rifles were indeed jamming badly in combat, but it wasn’t the fault of the design. The original .223 cartridge used Dupont IMR powder. The Army instead used the same ball powder as the 7.62. The ball powder produced heavy fouling that jammed the action, and altered the pressure curve, resulting in a higher rate of fire and excessive wear. To make matters worse, the rifle was billed as “low maintenance,” so the Army had decided to cut costs by providing few, if any, cleaning kits. That period wasn’t a good time to be carrying an M16 in harm’s way, but within a couple of years the problems were corrected—the powder was changed, the barrel, chamber and bolt were lined with chrome, and the proper cleaning kits were issued. By 1970 (when I first encountered the M16 in Vietnam), the rifles functioned flawlessly with routine maintenance. Refinements continued over the years. These included a heavier barrel with a faster twist rate, a compact version (the CAR-15), a rear sight adjustable for both windage and elevation (the original model adjusted windage at the rear sight and elevation with the front) and other changes to furniture. The model M16A2 is the result of these changes. In 1994, the M16A4 version came into service. This model replaced the raised carry handle/rear sight with a Picatinny rail that could accept optical sights. If iron sights were required, a detachable carry handle/sight fit the rail. Compact models (M4 and M4A1 carbines) were supplied to troops whose duties precluded them from carrying a full-size rifle. From its checkered beginning, the M16 rifle has emerged as one of the premier military rifles in the world. It has been used (or is being used) The Twisted Truth About Bullets Sometimes a customer who purchases an AR-15 .223 rifle will experience poor accuracy. The accuracy of the .223 cartridge is sensitive to the relationship between the barrel twist rate and the bullet weight. The most popular (and inexpensive) hunting and plinking loads toss bullets in the 40- to 60-grain range, and most traditional sporting rifles use the preferred 1-in-12 twist (as did the original M16 rifle when it was fed the original M193 load). In the late 1970s the military adopted the SS109 NATO cartridge, a longer and heavier bullet. A 1-in-12 twist (one complete bullet revolution per 12 inches of barrel travel) was not fast enough to stabilize it, so the military went to a 1-in-7 twist. The faster twist produced poor accuracy with lighter projectiles, so some makers opted for a 1-in-9 twist on the theory that it would handle both light and heavy bullets. Others stuck with a 1-in-7 or went to a 1-in-8. These twist rates tend to overspin lighter .22-caliber bullets. According to the accuracy experts at Berger Bullets, the 1-in-7 twist is at its best with bullets in the 80- to 90-grain weight, while the 1-in-8 twist is best with 75 to 80 grains. A 1-in-9 is best from 64 to 75 grains, though some 60-grain slugs will work. Shooters buy quality rifles, but too often feed them junk ammo. Try moving an unhappy customer up to a heavier bullet. Better yet, at the initial sale, guide him to the twist rate that will work best for the bullet he wants to shoot. Ramping Up the Power Level The military, by and large, seems satisfied with the 5.56x45 (.223 Rem.). Heavier bullet designs have also pleased High Power Rifle competitors, and few varmint hunters would argue with the basic .223 round. For other shooters, however, the .22-caliber bullet lacks a certain heft. But the flexibility of the AR-15 design allows it to handle a wide variety of cartridges, and over the years custom smiths have chambered it for loads ranging from the .17 Rem. to the .50 AE. Custom gunsmiths can still do that, but shooters can push their power level with over-the-counter models. Developed for military consideration, the 6.8 SPC is a .30 Rem. case necked down to take a .277-caliber (.270) bullet. Remington loads it with a 115-grain slug, while Hornady opts for a 110-grain bullet. Velocities run about 2,500 fps, with muzzle energy in the 1,500-foot-pound range. That is squarely in the .243 Win. class, making it a legitimate 250-yard deer load with expanding bullets. Big-bullet fans will like the .458 SOCOM. This is a .50 AE case necked down to take a .45-caliber bullet. Cor-Bon offers three loads: a 600-grain JSP (950 fps/1,200 ft.-lbs.), a 450-grain RN (1,500 fps/2,249 ft.-lbs.) and a 300-grain JHP (1,900 fps/2,405 ft.-lbs.). The two heavier loads offer tremendous penetration, while the latter should handle any game animal in North America (with the possible exception of the big bears) out to 150 yards. The .450 Bushmaster, developed and offered by Hornady, is a straightwalled rimless case launching a 250-grain .45-caliber bullet at 2,200 fps. Lastly, the .308/7.62 round is still available in the AR-10 design, which is nothing more than a slightly larger version of the AR-15. by the militaries of over 15 countries. More than 8 million M16s have been produced. That ranks second only to the ubiquitous AK-47, but any shooter who has used both will tell you that when the range exceeds 100 yards, you want the M16. None of this has been lost on American shooters, who have a long history of adopting our military arms for a variety of civilian purposes. The 1911 Govt. model pistol is an excellent example: it has become the most customized handgun in the world. Similarly, Eugene Stoner’s AR-15 has become the most customized rifle in the world for both civilian-legal semi-auto and selective-fire military models. One reason for that is the inherent flexibility of Stoner’s design. The use of a separate “upper receiver” (housing barrel, bolt, forearm and sight mounts) allows a wide variety of configurations, and even calibers. Barrels have been made as long as 26 inches, and as short as 7 (ranging from slender to full-fluted, free-floating bull target barrels), and in calibers ranging from the .17 Remington to the .50 AE. Separate “lowers” offer many options in trigger units, triggerguard configuration, buttstocks and more. Picatinny rails allow scopes, red-dot sights, weapon lights and lasers sights to be installed quickly in any combination. There’s a lot of versatility, and shooters are making the most of it. Among the LE community, the hot ticket is a 16-inch-barrel patrol rifle with telescoping buttstock, reddot and/or laser sight, and weapon light. The same setup appeals to civilian self-defense shooters. High Power Rifle competitors favor the A4 upper with a 24-inch match barrel/trigger combo and full stock. The introduction of heavy match bullets (up to 90 grains with a .517 ballistic coefficient) makes this a winner at the 600-yard mark. For those shooting NRA Service Rifle matches, the standard A2 match configuration with target iron sights is popular. Varmint hunters also favor the accurized versions for prairie dog and rock chuck work, though those pursuing coyotes find shorter-barrel match versions handier. This isn’t a new development. Fifteen years ago, when I was a control agent, the hot setup among my contemporaries was a standard A2 gun with a scope. And now, big-game hunters are also catered to, with calibers suitable for deer and larger game, like the new Remington AR 30. It’s a whole new ballgame. FEATURE The Co-Op Advantage A buying group helps you get more for your money E By Scott Be stul very savvy retailer wants to buy merchandise at the lowest price possible; that’s Business 101. But what if you could not only wrangle a great deal on upfront purchase prices, but also save money on shipping and other charges retailers commonly absorb… plus earn a dividend at the end of the year? lot of confusion about what, exactly, a buying group is,” he says. “But it’s really pretty simple. Retailers like me pay a membership fee to join. In addition to gaining price break advantages [Hall mentioned six to seven points per item], we become shareholders in the company. And any profits left over at the end of the year are returned to the members as dividends according to the number of shares they hold. Any time I can collect money like that—I call it ‘CIF,’ or ‘Cash in Fist’—I’m a happy man.” discount prices Worldwide accomplishes Merkel’s goal by negotiating discount prices with manufacturers for co-op members. But, as noted before, the perks don’t end there. “We not only push purchase prices, but other considerations, like payment terms timing and delivery schedules. In addition, we host two shows each year in Reno, Nevada, where our clients can meet with vendors to view new products and place orders,” says Merkel. “It’s a vital experience for our retailers, who get to meet with company reps, view new products and decide who they’re going to work with for the year,” Merkel continues. “Finally, we have a seventythousand-square-foot distribution center where we warehouse certain special deal items that we have to purchase in bulk.” Merkel says that there are other advantages of being a buy-group member. “We allow the small retailer to have a relationship with a larger company he might not have without us,” he notes. One more tool But will joining a buying group affect your relationship with a distributor? “We actually encourage our members to deal with distributors,” Merkel says. “They’re often able to fill niches that we can’t, and vice versa. Look, I was in retail for fifteen years, so I know what the small-shop owner goes through. This business is too labor-intensive to do all by yourself. Sharp retailers understand that joining a buygroup is just one more valuable tool in their belt.” Buy Smart Buying groups help give small, independent dealers the benefit of buying in large numbers. That reduces the cost of acquiring inventory, which helps improve cash flow and profitability. Buying groups also help with payment terms and delivery schedules. If all this sounds too good to be true, you’re likely not a member of a buying group. Buying groups are based on the traditional model long used with great success by farmers. They would form cooperatives to purchase seed and other supplies in bulk, thereby saving money. The same principle worked in reverse at harvest time: Cooperative members would offer their commodities as one, holding out for a more attractive price. Though cooperatives are commonly called “buying groups” today, the principle is the same; they allow small, independent businesses the universally recognized benefit of strength in numbers. cash in fist Such advantages are not lost on Miles Hall, owner of Oklahoma City’s H&H Gun Range and a member of the Worldwide buying group. “There’s a 54 ■ Shot Business Daily ■ friday, January 16, 2009 Myron Merkel, hunting merchandise coordinator for the Worldwide buying group, smiles at Hall’s enthusiasm. “Well, I guess we’re doing our job then,” he says. “Our mission statement says that we exist for the growth and support of the independent retailer. We are a true co-op: member-owned. I represent two hundred forty members representing five hundred different storefronts, and I like to think of each member as my boss. My job is to make each of these guys as competitive as possible.” Year-end dividend checks sound great, but they come at a price. “I spent five thousand dollars to purchase our initial share in Worldwide,” says H&H owner Miles Hall. “My advice is only join a buygroup if you’re well established and your annual sales approach a million dollars.” Buy-groups include NBS (nationsbestsports.com), Sports Inc. (sportsinc.com) and Worldwide (wdi-wdi.com). FEATURE signs of succe ss or distress? Is your gun shop on the road to success, or headed to oblivion? I b y jim carmichel can walk into a new gun shop and in less than five minutes know if it’s bound for success or doomed to failure. This is a mighty pompous statement, I know, but I’ve been hanging around places that sell guns most of my misspent life. I have seen dozens of them flourish and dozens more go down the drain. There are certain indicators that predict a shop’s future; if you know what to look for, they’re as easy to read as elk tracks in a foot of snow. Of course, these observations don’t apply to what I call the “bullet-proof” gun sellers. This category includes mass merchandisers such as Wal-Mart that happen to sell lots of guns and ammo and related stuff but could still thrive very nicely if they didn’t. Add to this group smallscale merchants such as pawn shops and specialty retailers that happen to stock and sell guns as an adjunct to their main business or service. Often these are one- or two-man operations, and every community seems to have a couple of them. More power to them; they are often the only local outlets for firearms and accessories. The types of gun shops we’re discussing here are those in which the owner goes into business for the sole purpose of making a profit from the sale of guns, ammo, reloading equipment, hunting clothing and all the other stuff that hunters and shooters are liable to buy. It’s a great business to be in, with the most fascinating products in the world to sell and the best customers on earth to buy them. So why do so many retailers go broke? Recipes for Failure Longtime Shooting Editor of Outdoor Life Jim Carmichel has spent a lot of time in gun stores of all stripes. Consequently, his observations are worth their weight in gold. One key point to bear in mind—always remember it is supposed to be a business, not a hobby. 56 ■ Shot Business Daily ■ friday, January 16, 2009 One of the main reasons so many shops fail is because the owner(s) went into the gun business for the wrong reason(s). One of the best, or worst (depending on your viewpoint), examples of this I ever saw was several years back when a couple of well-to-do business types opened a midsize shop in an excellent commercial district. Given the shop’s location and the owners’ ability to invest heavily in fixtures and inventory, the shop had every reason to succeed. But it didn’t. One of the partners was an international hunter who saw his partownership as a means of writing off his hunts as a business expense. The other partner’s motive was simply wanting a workplace for a son who could be charitably described as an underachiever with no previous business experience and no particular interest in guns. You can guess what happened. Another, more common example of getting into gun retailing for the wrong reason is simply liking guns too much. Ironic though it seems, there are many such examples. What usually happens is that a shooting hobbyist likes guns so much he craves to expand his beloved hobby into a full-time business. In the worst examples—and we’ve all seen this—the gun-loving hobbyist envisions his very own gun store as a forum for his firearms expertise. Perched behind a counter, he can now share his opinions on guns and shooting with all who venture his way. a gun shop, not a pulpit There are at least two problems with this, and both are nonstop tickets to failure. First, such gun gurus tend to antagonize as many customers as they serve—driving away some for keeps. Second, these hobbyist-owners almost invariably stock only the guns, scopes and accessories they personally like. If, for example, the hobbyist favors brand A and a customer wants brand B, he’s compelled to lecture the customer on what a dope he is for wanting such equipment. Insulted customers aren’t the least inclined to return, and it isn’t long before the owner is wondering why his business keeps dropping off. To be sure, friendly advice is helpful and usually appreciated, but a savvy shop owner or salesperson never condemns the choice of a customer who already knows what he wants and has made up his mind. Variety is the spice of life, it’s said, and the same certainly holds true for a long life in the business of selling guns and accessories. One shop I immediately spotted as a loser when I walked in had the rack nearly filled with a single make and model of shotgun! It was a popular brand and model, but the store offered no variety at all. No doubt the factory representative who sold all those guns to an innocent new shop owner figured he had done a good day’s work and picked up a nice commission. Such victories are shortsighted; a few months later the store closed and the rep lost that customer forever. This scenario makes me wonder how many factory reps concentrate only on making a big hit and how many take the time to help owners— especially those new to the gun trade—with suggestions that might assist (or even salvage) their business. Another time I went into a gun shop that was having a going-outof-business sale. After snooping around for a while (yes, all the bad signs were there), I picked out a few items I wanted to buy. The owner FEATURE was on the phone discussing something that didn’t sound at all urgent and at the counter were three or four other customers with goods— and cash—in hand. After about 20 minutes I gave up and left emptyhanded. Can anyone wonder why he was going out of business? The Right Signs I could go on with more of my negative adventures in gun shops, with even more bizarre examples of things that portend doom, but what about the signals that tell me a shop owner knows what he is about, and knows what he is there for? One thing I look for first is an owner or salesperson who seems glad to see you and appears ready to help. This, of course, is true in any business, but in gun shops being too helpful and friendly may pose a unique problem. Customers at, say, a chain store would never think of involving the salespeople in windy conversations. But customers at gun shops are likely to engage anyone who will listen in a long-winded narrative of their entire hunting history. Usually this is focused on the shop owner or salesperson, who has the dilemma of wanting to appear interested but at the same time sees other customers who also desire his attention. One of the cleverest ways I’ve seen to avoid this problem was thought up by legendary gunsmith Roy Knight of Connersville, Indiana. Gunsmiths are a favorite target for gun folk who somehow tips for success The successful firearms retailer understands that the health of his business rests on three key factors: customer service, product knowledge and product availability. 1 2 3 Be more than a gun enthusiast in love with the idea of owning a gun shop. Don’t ignore the hard realities of the trade. Get the money! When customers come to the counter, cash in hand, you better have a clerk capable of taking care of business. Variety is the spice of life. Stock enough different products or you’ll soon run out of customers—which will leave you looking at “help wanted” ads. 4 ire smart. An insufferable know-it-all behind the counter is a recipe H for failure. Remember, the customer is king—always. Treat him right and he’ll be back. 5 Having the right product on hand, whether it’s a new, sought-after item or a used model, is essential. seem to be of the notion that a smith’s main purpose in life is to answer endless questions. Such customers seem to have little understanding that time away from the lathe or bench is money lost (which is why shops with on-site smiths are wise to keep them out of customers’ sight and hearing). Like many smiths, Knight has a small retail sideline. He solved the chitchat problem by opening a separate room in his shop. In it are easy chairs and tables with gun catalogs and outdoor magazines scattered about, giving the room a comfortable, homey atmosphere. The club- like setting has made it a gathering place for local gun folk who come to entertain one another, leaving gunsmith Knight alone so he can work undisturbed. Naturally, when they need shooting supplies you can guess who they buy from. The successful shop owner heads off the dreaded “We don’t have it but can order one for you” syndrome by stocking the widest possible variety of merchandise. Think of a special-ordered gun like a mailorder bride. Gun buyers want to fall in love with a gun, and, like courting a pretty girl, the romance is born of seeing and touching. Of course, some oddball items (loading dies for, say, the 8mm Lebel) usually have to be specialordered. The customer expects it— along with the long wait that is unfortunately common in the firearms business. In addition to having a good variety of guns and available accessories, the way they are presented is vitally important. Few shops, if any, do it better than Mahoney’s, located in Johnson City, Tennessee. Its gun racks and display cases are well lit and positioned so the customer gets a good look at what they contain. The racks holding new guns are close behind the counters; if a customer shows even the slightest interest in an item, a salesman is quick to put it in his hands. A partially empty gun rack is not a sign of success. The smart shop owner always has something in every space. And he never underestimates the customer draw of used guns. Mahoney’s and other successful shops try to keep a good selection of used guns in stock and encourage trade-ins. The shop also keeps its long guns where they can be easily handled and inspected. The “treasure hunting” appeal is irresistible to gun buyers. In addition to helping ensure a constant customer flow, used guns can provide a better profit margin than new guns. When trade-ins run low, some dealers scout out the gun shows in order to have a good stock of used guns on hand. Federal premium’s radical new idea The Flitecontrol wad creates tight patterns for improved performance F BY p h i l i p b o u r j a i l y ederal Premium’s Flitecontrol wad represents a genuinely new idea in shotshell design. Unlike traditional shotcups, Flitecontrol wads are unslit. Instead of opening immediately upon exiting the muzzle, they actually contain the shot charge up to 20 feet downrange before releasing the pellets. The result is a tight pattern out of almost any choke and excellent long-range performance. Although it’s technologically sophisticated, the Flitecontrol concept is easy for consumers to grasp and for Federal to market. Both the 2009 catalog and the federalpremium.com website make frequent mention of the Flitecontrol wad, and new videos and commercials feature high-speed photography showing the wad in action. The website dropduckslikerain.com promotes Black 58 ■ Shot Business Daily ■ friday, January 16, 2009 Cloud and the Flitecontrol wad, as do a funny series of viral videos. The folks at Federal not only understand how to make innovative ammunition, they know how to market it to today’s all-imporFor 2009, Federal Premium has expanded its new Flitecontrol tant and very mediawad to include 10- and 20-gauge turkey loads as well as savvy younger hunters. 12-gauge predator ammo. Originally designed very dense tungsten Heavyweight for law enforcement applications, pellets. Flitecontrol has proven successful I had a chance to shoot early samwith turkey loads, buckshot and ples of both the predator loads and steel (in Federal’s Black Cloud line, the 20-gauge turkey loads. Both which debuted last year). For 2009, performed extremely well, especially the company has expanded the turkey loads, which I will defiFlitecontrol offerings to include 10nitely be hunting with this spring. and 20-gauge turkey loads as well as 12-gauge predator ammo that make Booth #3139. (800-322-2342; federalpremium.com) use of the Flitecontrol wad and the FEATURE Hunting for Fit and Function Woolrich and Rocky outfit women shooters N B y R o b e r t F. S t a e g e r othing fits. The hunter goes from rack to rack of outdoor wear, looking for some comfortable pants, a vest that fits right, or a scentfree shirt that doesn’t bunch up in odd places. Until recently, she’d come up empty. Lately, however, there’s been an increased awareness of a growing number of women going afield and participating in the shooting sports. Which has, in turn, spurred the need for women’s outdoor clothing that’s every bit as rugged and performance-oriented as what men wear. Let’s face it: The days of buying Men’s Small are over. Two venerable brands, Woolrich and Rocky, are joining the women’s market this year. Woolrich Elite Series Tactical has entered with its first tactical pant designed specifically for women. “Most manufacturers think that all they need to do is simply shrink the men’s version and that will suffice,” says Ron Bernstine, sales manager for Woolrich. “Based on more than a century of designing and producing women’s apparel, we’ve taken great care to create a pant that is both functional and designed for a woman’s unique fit.” The pant, available in khaki, is made of fade-resistant, lightweight cotton ripstop fabric. It features 10 strategically placed multi-use pockets, built with critical seams, double-needle-stitched and bar-tacked at stress points for durability. “We’ve incorporated our most popular tactical pant features into a much-needed version for women,” says Bernstine. “Working with female operatives, we designed this pant to fit their physique. The result is a pant that will provide comfort and style to female operatives without sacrificing durability and function.” Booth #8981. (800-996-2299; woolrich.com) Meanwhile, Rocky’s new women’s apparel line, Women’s SilentHunter, is geared more toward hunters. The line, an updated version of Rocky’s popular SilentHunter line for men, features a slim, figure-flattering fit, smaller collar lines and shorter hems and inseams. “We wanted to make sure we got it right,” says Rocky apparel vice president, John Maser. “Our fit experts performed hundreds of measurements and fittings on women of all sizes, from fit models to our employees and their family members.” Woolrich’s Women’s Elite Series Tactical Pant features 10 strategically placed multi-use pockets and is constructed to be every bit as durable as the manufacturer’s Elite Series Tactical apparel for men. Rocky Brands has introduced a new women’s apparel line, Women’s SilentHunter. It adapts the company’s popular SilentHunter clothing to better fit female hunters without losing any of the comfort and stealth features of the original line. “We recognized that there was a clear need in the women’s market for hunting clothes that are also flattering,” says Amber Van Wy, Rocky Brands’ public-relations manager. “Couple that with the fact that women make up nearly ten percent of all hunters, and are the fastest-growing hunting demographic, and our decision to enter the market was a no-brainer.” Women’s SilentHunter boasts a variety of sport-ready features: Rocky’s soft, micro-suede SilentHunter material provides superior comfort and extreme stealth for stalking game. The line features Scent IQ Atomic scent control and a moisture-wicking lining that keeps the wearer dry. Women’s SilentHunter clothing is available in sizes from small to extra-large, and features Mossy Oak Break Up camouflage. Styles include a long-sleeve mock turtleneck, a quarter-zip long-sleeve shirt, a Thinsulate insulated fleece vest and cargo pants. Additionally, a windproof jacket and pants are available. “Just because women have moved into what has traditionally been a men’s sport,” says Maser, “doesn’t mean they have to dress in men’s clothes.” Booth #6861. (886762-5972; rockybrands.com) 60 ■ Shot Business Daily ■ friday, January 16, 2009 Female POV Garment lines aren’t the only thing that’s coming to grips with the expanding women’s outdoors market. Boot manufacturers and firearms makers are also casting an eye toward these customers. And 2008 saw the birth of an online news service devoted to sporting news for women. Published by outdoor writer and certified NRA instructor Barbara Baird, the online news service (available in Feedburner e-mail updates and at womensoutdoornews .com) delivers the latest news about women in the outdoors, events, gear, times and other information. “Women’s Outdoor News will keep women informed about all aspects of the outdoor sports,” says Baird, “and retailers and manufacturers about the growing women’s market.” FEATURE Z e i s s na m e s t e r ry W i e l a n d Writer of the year The unexpected arrival of a Book-of-the Month Club edition by Robert Ruark sent this writer on a lifelong quest of adventure C arl Zeiss Sports Optics has named Terry Wieland as the winner of the 2008 Carl Zeiss Outdoor Writer of the Year Award. The award was presented Thursday evening at Zeiss’ annual SHOT Show writers party. In addition to receiving a plaque recognizing his contributions to the shooting sports and the continued promotion of this nation’s hunting heritage, Wieland also received one of Carl Zeiss’ new Victory Varipoint 1.1-4x24 T* riflescopes with reticle #60, the first illuminated reticle for daytime and twilight hunting ever to combine the distinct advantages of both the first and second image planes. “Terry is an exceptionally talented writer who fully draws his readers into the hunt and yet just as easily and effectively communicates the technical aspects of firearms, optics and ballistics in his books and articles,” said Erik Schumacher, president of Carl Zeiss Optical Inc. “He also helps his readers understand and appreciate the history of firearms and the traditions of hunting, and we are pleased to present the 2008 Carl Zeiss Outdoor Writer of the Year Award to such a gifted and dedicated professional.” Wieland was born in St. Catherine, Ontario, and in his youth moved to Peterborough, Ontario, where, when he was 17, a mistaken delivery changed his life. The arrival of an unexpected book club selection—Robert Ruark’s The Honey Badger—awakened his adventurous spirit and led to his lifelong devotion to journalism, literature and hunting. A voracious reader, Wieland was naturally drawn toward a writing career and rose quickly from newspaper copywriter to journalist. In 1971, he took his first trip to Africa, working as a freelance correspondent for the CBC covering the civil war in Sudan. The following year, he returned to the continent to report on the chaos Terry Wieland took his first trip to Africa in 1971 as a news reporter, but by 1986 he had changed the course of his career and was writing full-time about the outdoors. He has now hunted in five African countries and throughout North America. in Uganda. In 1976, he again reported from Africa on the rioting in South Africa and the Rhodesia bush war, and afterward, worked as a political and corporate speechwriter in addition to serving for years in Canada’s Primary Reserves. All the while, his love for hunting and the science of shooting grew, and he began his outdoor writing career in 1986. Wieland was the Rifle Editor of Sporting Classics for five years, and in 1991 his writing caught the eye of the late David Foster, who awarded the title of Shooting Editor of Gray’s Sporting Journal to Wieland in 1993. Wieland’s writing can also be found in Safari Times, Petersen’s RifleShooter, Guns & Ammo, African Sporting Gazette, Gun Digest and American Rifleman, among other publications. Wieland has also written numerous books, most notably on fine guns and hunting, including Spanish Best: The Fine Shotguns of Spain (1995 & 2001), Spiral-Horn Dreams (1996), The Magic of Big Game (1999), A View from a Tall Hill: Robert Ruark in Africa (2000), Dangerous-Game Rifles (2006) and Vintage British Shotguns (2008). He frequently hunts in South Africa, Botswana, Kenya, Tanzania and Zimbabwe and throughout the United States and Canada. Established in 2003, the Carl Zeiss Outdoor Writer of the Year Award is in its sixth year. The previous winners are: Wayne van Zwoll (2003), David Fortier (2004), David Petzal (2005), Ron Spomer (2006) and John Barsness (2007). Carl Zeiss also honored Bill McRae with a Lifetime Achievement Award in 2003. FEATURE Ralph Cianciarulo (left) and outdoor writer Larry Weishuhn (above) are among the speakers who will be conducting seminars for dealers at the Nikon booth. Nikon Gets Specific Nikon unveils scopes for beasts large and small ful new glass that will help every hunter achieve that goal. Hard-charging game requires hard-hitting rifles, and Nikon’s 4 full inches of eye relief will keep all the pain at the muzzle. And the low-power range keeps hunters on the right spot on target in fast situations or slow easy shots. Available with the proven, fastacquisition German No. 4 reticle, the African series is built around what works when you’re hunting Africa or beyond. An illuminated Set to debut in late spring, Nikon’s all-new Coyote Special riflescopes are built specifically for the unique needs of predator hunters. Nikon’s new Predator Hunter BDC reticle builds upon Nikon’s original BDC concept by utilizing ballistic circles, but the spacing of those circles is designed around the needs of predator hunters. Instead of a typical crosshair, the Predator Hunter BDC features a center circle that subtends a coyote’s vital area at 100 yards, for quick sighting and target acquisition. “More and more predator hunters are demanding gear built for the sport they enjoy most,” said Jon LaCorte, Nikon’s senior product marketing manager. “It only makes sense for us to combine our BDC technology in a riflescope built just for the predator hunter.” Generous eye relief and a durable 1-inch tube and ¼ MOA adjustment mean fast target acquisition. In open country, the 4.5–14x40 gives hunters the power range necessary to make the longer shots; in thick cover, hunters will enjoy the speed and field-of-view the 3–9x40 offers. The new Coyote Special riflescopes are available in two camo options: Realtree Max 1 and Mossy Oak Brush. Come August, Nikon sets its sights on the Dark Continent with a riflescope series more than ready for the hunt—the new Monarch African. Three new riflescope models make up the new Monarch African series—a standard 1-inch tube 1–4x20mm, a 30mm tube 1.1–4x24mm and an illuminated reticle 1.1–4x24mm with 30mm tube. Each scope in the series features Nikon’s fully multicoated optics to provide crystal-clear viewing and a power range designed to handle fast, close shots that come with dangerous game. “In a dangerous-game situation the hunt can turn from lazy to deadly in less than a second,” says LaCorte. “And that’s when you will really appreciate every feature we built into our African Series of riflescopes.” Two new Nikon riflescopes are making their debut at SHOT. The Coyote Special riflescope (top) incorporates a Predator Hunter BDC reticle; the Monarch African series of scopes are designed to facilitate fast, close shots when every second counts. W B y R o b e r t F. S t a e g e r herever you hunt, and whatever you hunt, there’s one thing every beast has in common: You want to see it before it sees you. For SHOT Show, Nikon is unveiling some power- 64 ■ Shot Business Daily ■ friday, January 16, 2009 No. 4 is also available for late-night predators. The line’s ½ MOA adjustment means a fast, sure sightin, and its large field of view gets you on target fast in a place where a well-placed shot can mean the difference between life or death. The new riflescope lines are an example of an increase in specificity of hunting and shooting products. “We’ve found that hunters and shooters are getting more and more demanding with what they want,” says C.J. Davis, Nikon’s director of public relations. “It’s not good enough to make a scope that will fit a muzzleloader or a rifle. Hunters want a scope built specifically for their muzzleloader and it should have a reticle designed for that purpose as well.” Nikon has previously reached out to those specific-purpose customers with products like the Omega Muzzleloader scope, the SlugHunter slug-gun scope and the Archer’s Choice range finder. “With the introduction of the Coyote Special riflescopes and the Monarch African Series, you can expect that trend to continue for Nikon into 2009 and beyond,” says Davis. In addition to unveiling these new scopes (as well as displaying the new Monarch X binocular), Nikon will be hosting seminars for dealers to help them move Nikon product; the times are 10 a.m, noon, 2 and 4 p.m. today through Saturday. Speakers include Ralph and Vicki Cianciarulo, Lee and Tiffany Lakosky, Larry Weishuhn, Bill Winke and Tom Miranda. Booth #5261. (631-547-4200; nikon sportoptics.com) NEWS EOTAC Makes the Grade I t’s been said that all roads lead to Rome. What about SHOT? The road that led Fernando Coelho, president of EOTAC, a tactical-clothing manufacturer, to the 2009 SHOT Show took several twists and turns. Before EOTAC, Coelho founded Triton Cartridge, a manufacturer of high-performance self-defense ammunition, and worked at a nuclear-power generating station outside New York City, where he served as an armed security officer and a member of the tactical response team. More recently, Coelho was president of Backyard Outfitter and headed up its clothing design team. So it should come as no surprise that his latest company taps into decades of real-world military, law enforcement and private-sector experience to produce high-quality tactical and discreet-carry garments. “EOTAC offers both traditional and next-generation tactical clothing, and we specialize in innovative designs without sacrificing utility or comfort,” he says. “Our clothing is designed and tested by operators for operators.” EOTAC separates its Operator Grade line into two groups: Operator Grade Discreet and Operator Grade Tactical. “The Discreet line is designed to Fernando Coelho, president of tactical clothing manufacturer EOTAC, says the intent of the company’s concealed-carry clothing is to look more like traditional casual wear. be tactically functional while providing the operator with a look that does not draw attention,” Coelho says. “The pants have the same waist configuration—belt loop placement, hand-pocket size and location—as the tactical pants, but without the visible cargo pockets and knee reinforcement. The shirts, which use colors and styling that don’t scream ‘gun!,’ are perfect for everyday use while still being concealed-carry friendly. This is a truly functional line, improved with modern fabrics for operators that are tired of ‘being made.’” Similarly, the Discreet vest features four snag-free pockets and side bellows with Velcro flaps. A two-way zipper secures the vest, while a quick-release tab allows fast access to gear carried under the vest. In addition, the clean interior design minimizes the chance of snagging the vest on a holstered gun. “The vest is long enough for concealed carry,” Coelho says, “and it’s rigid enough that when you sweep it, it won’t roll up on your hand. Also, everything on the vest is ambidextrous, so it can be used by right- or left-handed operators.” Available in sizes S-3XL, in khaki, black, navy and sage. SRP: $69.99. The Tactical line is likewise designed with total functionality. “Every aspect of the Operator Grade Tactical line is purpose-built for any and all tactical scenarios,” he says. “Take our Operator Grade Tactical pant, for instance. These aren’t just cargo pants with extra pockets. The overall design and features are derived from the demands from the field, while our cut delivers unmatched comfort and fit.” The pants feature seams that are double-needle stitched and bartacked at stress points, and the gusseted crotch allows for a greater range of mobility. The Action Waist has side elastic panels for freedom of movement, and easily accommodates an inside-the-waistband holster. Reinforced belt loops accommodate belts up to 1¾ inches wide. Ten pockets are strategically placed in order to maximize functionality. A double layer of fabric over the knees offers added durability, and an inside opening accommodates knee pads (not included). The pants also have 10 strategically placed pockets. Available in khaki, black, navy and OD green. SRP: starts at $59.99. Booth #8581. (803-744-9930; eotac.com) —Slaton L. White Yamaha Supports DU Y amaha Outdoors has reached a significant milestone in supporting hunting and wetland conservation through its long association with Ducks Unlimited (DU). As an official licensee of DU since 2004, Yamaha has contributed more than $1 million in support of DU’s wetland conservation efforts. “Yamaha is more involved in the outdoors industry than any other ATV manufacturer, and that’s because of our commitment to the people who use our products,” said Steve Nessl, Yamaha’s ATV/SxS group marketing manager. “We’re proud of our long-standing relationships with important organizations like DU and the NSSF. This $1 million mark with DU is symbolic of Yamaha’s commitment to outdoorsmen, habitat preservation and to keeping lands safe and open for hunting and recreation.” “Our partnership with Yamaha is truly a model program, and one of the most integrated partnerships that DU has,” said DU’s Jim Alexander. ATV manufacturer Yamaha knows the long-term value of supporting conservation efforts—particularly waterfowl habitat. ATK Wins Award ATK, whose business groups include the nation’s largest ammunition manufacturer, has been chosen as the recipient of the 2009 Cabela Lifetime Business Achievement Award. Mark DeYoung, president of ATK Armament Systems, received the award, which was presented by Tommy Millner, president of American Heritage Arms, and Randy Moeller, marketing manager for Cabela’s Inc. The U.S. Sportsmen’s Alliance created the award in 2006 to honor the Cabela family’s dedication to protecting outdoor sports, including hunting, fishing and trapping. “This is our way of honoring the Cabela family and other leaders in the outdoor-business community for their efforts to defend our rights,” said Bud Pidgeon, U.S. Sportsmen’s Alliance president. NEWS Safariland Expands and Goes Global A lthough many manufacturers throughout the globe are downsizing to meet the needs of a changing economy, Safariland, a member of the BAE Systems Products Group, announced Wednesday evening that it is going in a different direction. It has combined more than 20 different products groups into a single streamlined organization: Safariland, LLC. “We understand that to efficiently service the working law enforcement and military communities, our company must provide a completely different product for the officer on the beat in Detroit, compared to a marine in Fallujah,” said Scott O’Brien, Safariland’s president. Prior to this announcement of the acquisition at this year’s SHOT Show, the brands were manufactured by independent businesses and marketed separately to the consumer. Products include American Body Armor, Second Chance, Protech, Defense Technology, Bianchi, Monadnock and Hatch. With the unification of these law enforcement brands under the Safariland banner, the company says that, as a single source, it will be better positioned to deliver on its customerfocused objective of offering more innovative products and solutions. “We are committed to fostering a one-company culture to our distributors, dealers and end-use consumers,” added O’Brien. The most evident change in Safariland’s organization will be seen in how the company goes to market. The new Safariland will promote its products to specific end-user customers, including Patrol, Duty, Tactical, Corrections, Security, Safariland president Scott O’Brien is combining more than 20 product groups into a single streamlined organization. Forensics and Shooting Sports. “We have repositioned ourselves as a solutions provider, focusing first on the needs of our customers,” said Rich Shafer, Safariland’s vice president of marketing. “Our segment approach allows us to offer mission-specific solutions that tie together our body armor, duty gear, less lethal and other products in order to meet our customers’ specific needs.” Although O’Brien would not reveal the company’s expected gross dollar sales for 2009, he did say that the new acquisitions will comfortably position the company as the largest supplier of law enforcement and military accessories in the industry. Booth #8943. —Peter B. Mathiesen Ranges Recognized for First Shots Efforts Two commercial shooting ranges have received recognition for embracing the National Shooting Sports Foundation’s effective First Shots program, which introduces new shooters to firearms through both classroom instruction and supervised live-firing. Cyndi Dalena, NSSF’s manager of First Shots, presented plaques to Sim Trainer Academy of Moraine, Ohio, and Smith & Wesson Shooting Sports Center, in Springfield, Massachusetts, for reaching out regularly to their communities to ensure that people interested in learning about handguns, firearms training and the shooting sports would have plenty of opportunities. “Sim Trainer Academy took First Shots to a new level through monthly seminars that included rifle seminars as well,” Dalena said. “More than 200 local residents who might not otherwise have had access came out to give shooting a try.” In recognizing the contribution of the Smith & Wesson Shooting Sports Center, which was the first facility to hold a First Shots seminar, Dalena praised facility manager Peter Boruchowski, instructor Jay Bathgate, and other staff members for offering monthly shooting opportunities to area residents, along with continued access to the range facility. Dalena, on behalf of the NSSF, made the presentation at the evening reception following SHOT Show University on Wednesday. Developed by the NSSF and hosted by independent shooting facilities, First Shots provides participants with a comprehensive introduction to shooting by qualified range operators and instructors that includes firearms safety, local ownership requirements, shooting fundamentals, and hands-on instruction. Ranges offer the programs free of charge, complete with loaner equipment, eye and ear protection, ammunition and other materials. Ranges interested in learning more about First Shots should visit firstshots.org, or stop by the NSSF booth (#2601) to discuss the program with Dalena and Sarah Morton, the NSSF’s shooting development coordinator. Keeping Pace with Consumers Retailers trying to keep pace with consumers in this trying economy need to keep two factors in mind, according to new research compiled by the NSSF and presented yesterday at a press conference at the SHOT Show. First, fears of increased gun control legislation from the Obama administration pushed firearm sales to a record level of $3.9 billion in 2008. Second, fears of a recession and job losses have shifted the type of firearms being purchased. The Hunter/Shooter Survey conducted by Southwick & Associates for the NSSF found 80 percent of respondents believe it will become more difficult to purchase firearms during the Obama administration. This widespread belief sent a record number of buyers to retailers. NICS background checks were up 15 percent in October, 42 percent in November and 25 percent in December. In all, 2008 saw 12.7 million background checks. Ordinarily, this would be good news for firearms retailers, but the news was tempered by a change in buying patterns. Last year, consumers abandoned brand loyalty in favor of products that they perceived as offering more value. That doesn’t mean they were looking for the most inexpensive products; instead, they wanted affordable quality. On average, consumers spent $428 for a handgun, $544 for a shotgun and $517 for a rifle. Although large specialty stores garnered just about 60 percent of those sales, the local independent retailer is still ringing up 42 percent of sales. So, retailers should keep in mind that while the economy remains in the doldrums, consumers are insisting they get the most bang for their buck. You can’t count on memories of granddady’s gun to sway the choice. For a copy of the research, contact Frank Briganti, director of industry research and analysis at NSSF, at 203-426-1320 or [email protected]. —Marilyn Stone Renowned military and SWAT artist Dick Kramer will sign prints that were commissioned for the Woolrich Elite Series Tactical clothing. Kramer will be at the booth for the next three days from 10 a.m. to 12 noon, and from 2 p.m. to 4 p.m. Booth #8981. Nikon will be hosting seminars (10 a.m, noon, 2 p.m. and 4 p.m. today through Saturday) to help dealers move Nikon product. Speakers include Ralph and Vicki Cianciarulo, Lee and Tiffany Lakosky, Larry Weishun, Bill Winke and Tom Miranda. Booth #5261. The Boone & Crockett Club, Congressional Sportsmen’s Foundation and the NSSF will cosponsor a press conference today at 1 p.m. in room 313 on the White House Conference on Wildlife Conservation. Ultimate Fighting Championship Light Heavyweight Champion Rashad Evans will sign photos today from 2 p.m. to 5 p.m. at the Gerber Booth. Booth #4060. Football Hall of Famer Larry Csonka will present a screening of Napa’s North to Alaska at 2 p.m. at Versus, Booth #3869. The screening will be followed by a prize drawing and a meet-and-greet photo session. NEWS NEW product Reports The Leupold Yosemite 8x30 binoculars in Mossy Oak Break-Up Blaze should stand out well enough in the woods to keep hunters from losing them. The binos feature multicoated lenses and generous eye relief, and come with a lifetime warranty. Leupold Every hunter on the SHOT Show floor has set a pair of binoculars on the ground, only to find themselves in a panic until they’re recovered. With Leopold’s Yosemite 8x30mm, a generous armor coating of hunter orange in Mossy Oak’s Break-Up Blaze ensures a quick retrieval of any wayward binos. With 8X of power at 50mm to 70mm, they give generous eye relief for comfortable extended viewing and fast acquisition of game, even for the inexperienced user. The lenses are multi-coated for durability, brightness, clarity, contrast, color fidelity and are covered by a limited lifetime warranty. Booth #3361. (503-646-9171; leupold.com) Thunderbolt Customs Inc. The patented Big Mouth Little Sure Shot gun rests are designed to stabilize shots by giving the shooter solid support. The rests are just 61/4 inches long and weigh only 4 ounces and can be carried in a shirt pocket until needed. The Big Mouth earned its name because of the open hook-like device that is big enough to wrap around just about any odd-shaped items ranging from 3/8 to 13/8 inch. The rest attaches to a fencepost or tree with a simple twist of the knob, and adjusts to any height in seconds. SRP: $19.95. Booth #2485. (740917-9135; thunderboltcustoms.com) Browning The Gold Series of gun safes sees five new models for 2009. The Gold series features a heavy 10-gauge steel body, the OmniBarrier Lock Protection System, interior light package and mirror and a drill-resistant protector plate. In addition, the safes offer five layers of fire-resistant insulation in the body (four in the door) for a fire rating of 1,200 degrees F. for 100 minutes. SRP: $5,499. Also new this year is the Gold Series G65F. The “Widebody” is Browning’s biggest safe to date. SRP: $4,039. Booth #4335. (801876-2711; browning.com) Highgear In the old days, a watch told time. No more. These days a watch is a often multi-function tool designed to deliver a wealth of information to the adventurous outdoorsmen. Highgear’s newest offering, the Axio Max is a combination wristwatch altimeter and compass. Available in three outdoor-friendly colors (graphite/brown, green/black, and solid black), as well as a stainlesssteel ion-plating titanium version, the lightweight Axio Max is built on a user-friendly module that features triple-sensor technology, including a Swiss air-pressure sensor, altimeter and compass. It is equipped with a 100-hour chronograph, a multitude of alarms for use in monitoring hydration, altitude and rest, a mineral-glass lens with a high-gloss finish that is water-resistant up to 50 meters, a replaceable battery hatch and a breathable, flexible and adjustable band. Available March 2009. SRP: $150 to $250. Booth #4391. (828-681-0335; highgear.com) Rocky Brands The soft, SilentHunter micro-suede fabric allows for complete silence in the woods while accelerating moisture away from skin, keeping the wearer warm and dry. Tri-Season apparel takes its styling cue from extreme sports, providing versatility and extensive range-of-motion while remaining comfortable and durable. The Tri-Season line carries The Big Mouth Little Sure Shot gun rest weighs only 4 ounces and is small enough to carry in a shirt pocket. It attaches to a fencepost, walking stick or tree in seconds. 70 ■ Shot Business Daily ■ friday, January 16, 2009 Rocky Brand Tri-Season pant features ScentIQ Atomic technology, which eliminates odor-causing bacteria. Rocky’s ScentIQ Atomic technology, which eliminates odor-causing bacteria and keeps hunters concealed while in the woods. Best of all, this feature comes with the benefit of no special detergent, sprays, or other care required. The gear can be worn alone or as layers depending on the weather. It doesn’t need any special laundering to protect the ScentIQ technology, and it has numerous styling features that were made with the hunter-onthe-move in mind. A full line of shirts, jackets, pants, headwear and gloves are available ranging in price from $9.99 to $89.99. Featured camo patterns include Mossy Oak Treestand, Brush and Break-Up. Booth #6861. (740-753-7240; rockybrands.com) Bushnell Outdoor Products While conventional flashlights produce circular patterns of light that are uneven and irregular, the new HD Torch projects a perfectly square and uniform beam of light. This feature aids users searching for lost objects because they’ll see a more precise light pattern. The HD Torch can easily light up an entire wall without moving from side to side. The LED light is constructed of aircraft-grade aluminum. Run time is 1.5 hours and is powered by two 3-volt lithium batteries. There are two operating modes: high and safety-strobe for emergency use. For convenience, the HD Torch includes the “Find Me” feature, a glowing “B” rear button that also serves as a battery life indicator. The flashlight comes with two batteries and a lanyard. SRP: $79.99. Booth #2861. (800-423-3537; bushnell.com)