shot business -- february/march 2013

NSSF VOLUME 21, NUMBER 2 FEBRUARY/MARCH 2013

S H O O T I N G , H U N T I N G & O U T D O O R T R A D E

ALSO IN THIS ISSUE

FIRING LINE: Remingtons new

Model 783 bolt-actiondelivers af ordable accuracy PG. 26

GOOD STUFF: Portable power helps the modern hunter stay connected even while in

the woods PG. 46

This year, optics manufacturers have set their sights on refined

glass that can be used up close or way out there

PG. 30

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FEBRUARY/MARCH 2013 SHOT BUSINESS 1

CONTENTSSHOT BUS INESS FEBRUARY/MARCH 2013 VOL . 2 1 , I SSUE 2

Departments

2 EDITORS NOTE Do you have a plan for dealing with the unexpected?

5 NEWS BRIEFS Henry Repeating Arms survives Sandy; Winchester offers varmint loads; Brownells breaks ground in Iowa

24 FYI Know when to growand how to do it the smart way

26 FIRING LINE Remingtons Model 783 delivers performance and value

28 UNDERCOVER SHOPPER Desperately seeking a muley handgun in Seattle

44 WHATS SELLING WHERE 46 GOOD STUFF Options to recharge your electronics

in the field

52 NEW PRODUCTS LaCrosses AeroHead boot; Aimpoints new Blaser mount; Winches-ters AA Tracker loads

COVER: JOHN HAFNER

Features

NSSF Update 17 FROM THE NSSF The 2013 Shooting Sports Summit 18 SHOT SHOW ADDRESS TO INDUSTRY The state of the

industry is misunderstood

18 NSSF COMPLIANCE TOOLBOX Your key to withstanding ATF scrutiny

19 INDUSTRY REFERENCE GUIDE 2012 edition available

19 NSSF PUBLICATIONS Advertising/Marketing for the Firearms Retailer covers traditional and social media

20 NSSF DELIVERS VALUE 21 FROM MY SIDE OF THE COUNTER Dont Lie

combats straw purchases

22 YOU SHOULD KNOW First Shots, Second Round

30 OPTICS 2013 This year, manufacturers are focusing on refined glass that can be used to view targets up close or way out there in the distance. See the best of what todays glassmakers have to offer in our annual overview BY ROBERT SADOWSKI

40 PASSING THE TORCH Youve worked long days and nights, carefully building your business. When the time comes to make way for your successor, you dont want to rush your decisions. Its never too early to plan your exit strategy BY WILLIAM F. KENDY

46

28

30

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2 Shot BuSineSS february/march 2013

editor s note

slaton l. White, editorMargaret M. nussey, Managing Editordavid e. Petzal, Shooting Editordavid Maccar, Assistant EditorMaribel Martin, Senior Administrative AssistantJames a. Walsh, Art DirectorJudith Weber, Production Manager

Contributing editors Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Chris Christian, Christopher Cogley, David Draper, Jock Elliott, Doug Howlett, William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Marilyn Stone, Wayne Van Zwoll

eriC ZinCZenko, executive Vice PresidentadVertising: 212-779-5316gregory d. gatto, PublisherPaula iwanski, National Sporting Goods Directorbrian Peterson, West katie logan, Sporting Goods Saleselizabeth a. burnham, Chief Marketing Officeringrid reslmaier, Marketing Design Director

business oPerationstara bisciello, Business Manager

ConsuMer Marketingrobert M. Cohn, Consumer Marketing Directorraymond Ward, Senior Planning Managerbarbara brooker, Fulfillment Manager

ManufaCturinglaurel kurnides, Group Production Directorbarbara taffuri, Production Director

bonnierChairman, Jonas BonnierChief executive officer, Dave FreygangChief financial officer, Randall KoubekVice President, Corporate sales, John DriscollChief brand development officer, Sean HolzmanVice President, Consumer Marketing, Bruce MillerVice President, Production, Lisa EarlywineVice President, information technology, Shawn LarsonVice President, Corporate Communications, Dean TurcolPublishing Consultant, Martin S. Walkergeneral Counsel, Jeremy Thompson

ShOT business (ISSN 1081-8618) is published January, feb ruary/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 offi-cial publication of the National Shooting Sports foundation, flintlock ridge Office center, 11 mile hill road, Newtown, cT 06470 (203-426-1320). Volume 21, issue 1. copyright 2013 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 photo-graphs. all correspondence should be accompanied by a stamped, self-addressed envelope. requests for media kits and advertising information should be directed to Katy marinaro, bonnier corporation, 625 N. michigan ave., Ste. 1270, chicago, IL 60611. Periodicals postage paid at New york, Ny, and at additional mailing offices.

Printed in the uSa. for customer Service and Subscription questions, such as renewals, address changes, email Preferences, billing and account Status, go to: shotbusiness.com/cs. you can also call 386-246-0188 or write to ShOT business, 2 Park ave., New york, Ny 10016for editorial inquiries, write to Slaton L. White, ShOT business, 2 Park ave., New york, Ny 10016rePrINTS: e-mail [email protected]. POSTmaSTer: Please send address changes to ShOT business, P.O. box 422494, Palm coast, fL 32142-2494.

s h o o t i n g , h u n t i n g & o u t d o o r t r a d eWhen the Wind ShiftsDo you have a plan for the unexpected?

T he plan was simple: hike the back of a rise in central Montana and wait until the mule deer buck we had spotted on the other side walked over the top. The guide said, Theres a mound of rocks at the top that some hunter a long time ago turned into a rough blind. We can sit in there until the deer come over the top.

So we hustled up the rise, but when we got to the blind, we were greeted by the biggest porcupine Ive ever seen. He was sitting in the middle of it, and when he saw us, he bristled ferociously. I looked at the guide, who said, Okay, so we arent going to sit in it.

Instead we just crouched behind the blind.

After about an hour, we saw the first deer, sentinel does, cross over. And then five bucks showed up, all out of range of my muzzleloader.

They began working down a crease.

The guide asked me, Can you belly-crawl about 200 yards so we can close the distance?

You bet.When we finally eased over the

knob, the deer were there, but they had, unaccountably, moved out to 225 yards.

Ranchers are moving cattle today, the guide said. Thats got the does all riled up, which is spooking the bucks.

As proof, he pointed to a doe

that was walking, on full alert, slowly toward us. If the wind shift-ed, which it had been doing all morning, she would blow our cover. It was now or never.

I settled for a prone shot, using my binocular as a rest, and pulled the trigger.

I missed. The guide said, You were dead-on with the height. There must be some wind down there. The bullet went just to the right.

So, we pulled up stakes and went back to the truck to regroup. Later

that afternoon, as the sea-sons first snow swirled around us, I found a nice old buck as it was crossing a meadow. This time, I was right on target.

The point of this story is not to boast about any hunt-ing prowess, but to point out that nature can alter the best-laid plans. As a business owner, you see this all the timeit could be a massive weather event such as Hurricanes Katrina or Sandy,

or an inability to secure financing because some bank has overextend-ed itself.

These days, it pays to be flexible and have a backup planeven for your exit strategy (p. 40)that you can execute quickly when life throws that proverbial left hook. To put it more simply: When that por-cupine turns up in your blind, what do you intend to do?

nssf

slaton l. White, Editor

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Weve Got Your Back

National Shooting

Sports Foundation

WWW.NSSFMEMBERSHIP.COM

Now is not the time to go it alone. Firearms and

ammunition retailers have a friend in the business.

The National Shooting Sports Foundation is the voice

of the rearms industry and has been a trusted resource for

outdoor sporting goods retailers for more than 50 years.

During this year when our industry will be challenged

more than ever, your NSSF membership helps you

grow your business and adds one more strong voice

to the industrys chorus. Contact Bettyjane Swann at

203-426-1320 or [email protected].

By becoming an NSSF member, you are never alone.

Some key benef ts designed specif cally for retailers

include:

Deep discounts on the industrys benchmark research

that gives retailers a competitive edge

Customized programs to help retailers grow, ranging

from discounts from national brands such as Federal

Express and Staples to cost savings for services

such as credit card processing, employee background

checks and telecommunications offerings.

Comprehensive materials and guidance to maintain

ATF/legal compliance with everything from a 4473

overlay to a new hotline just for retailers.

Customized services and amenities at the industrys

leading trade event, the SHOT Show including

exclusive access to the Members Lounge and

Business Center.

Programs and partnerships to help recruit new

customers such as First Shots, Hunting Heritage

Partnership and the NSSF Range Grant Program.

BC_011177_SHB0313P.indd 1 1/15/13 5:27 PM

This product is from sustainably managed forests and controlled sources.

february/march 2013 SHot BuSineSS 5

news br iefsnews promotions awards outreach

edited by david maccar

Bits & Pieces

Gearhog.com Is Up and Running

Gearhog recently announced the official launch of its web-site, Gearhog.com. The site offers daily deals on hunting, shooting, and other outdoors- related products. After signing up as a member

on the website, users will receive e-mails daily of new deals.The popularity of daily deals

sites has really taken the world by storm, and were thrilled to now have a site catering to shooting, hunting, and the out-door world, said Clayton Whipple of Brownells. Virtually all daily deal web-

sites work within the same everybody wins framework. In this case, Gearhog.com gets the user traffic, brands get their products to the masses, and consumers get the discount.

Winchester Improves App

Two years ago, Winchester introduced its Ballistics Calculator on Winchester.com. Applications for iPhone and iPod Touch followed. Now the company has updated the app to make the calculations more comprehensive. The original version allowed

users to choose centerfire rifle ammunition and compare dif-ferent cartridges with charts and graphs. The updated ver-sion also helps users discover aiming points, impact points, and trajectories for rimfire, shotgun, slug, and handgun hunting ammunition.We listened to the great

feedback and now the Ballistics Calculator is improved, said Brett Flaugher, Winchester Ammunitions VP of marketing and sales.

Henry Rifles Back on Its Feet After Hurricane Sandy

M ost Americans are aware of the devastation Hurricane Sandy wrought upon the Northeast at the end of October, leaving the coasts of New Jersey and New York, along with other areas, utterly decimated. However, locations a bit farther inland experienced the full brunt of the superstorm as well.

The headquarters of Henry Repeating Arms has called its waterfront plant, in Bayonne, New Jersey, home for five years.

When company president and owner Anthony Imperato opened the building for the first time after the storm, he saw what, he says, looked like Armageddon at the time.

There was nearly 3 feet of standing salt water in the primary part of Henrys CNC operation. The company did catch one bit of luck (if you can call it that): Because the site is slightly pitched, the water level dropped to about a foot and a half in the back of the building.

There were a lot of conventional machines that had motors on the bottom,

Imperato says. Whether we could dry it and kick-start it, or how much was simply ruined, we didnt know.

Additionally, 20 percent of the facilitys 110,000-square-foot roof was blown off, and the area was without power for at least five days. All told, the storm put Henry out of business for just over a month. Imperato says some machines were purchased before it was known if existing machinery was damaged beyond repair.

I went out and bought additional machinery, but most of what weve repaired has been working, so were going to ultimately find ourselves with more capacity, which we wanted anyway, he says. We should emerge from this being able to build more guns, which is good news for our consumers, dealers, and dis-tributors because its been a year of chas-ing demand. I think well go into 2013 much, much stronger.

Imperato credits his workers and the support of his vendors for helping the company get back on its feet so quickly.

We couldnt have recovered in a five-week period without having great employees and help from some key ven-dors that went way out of their way, Imperato says. David Maccar

The 110,000- square-foot facility in New Jersey lost 20 percent of its roof in the storm.

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NeWS br ieFS

Varmint X Factor: Winchester Gives Hunters new Ammunition for Coyotes and Varmints

Coyote and varmint hunters all over North America are howling in approval of Varmint X, the new

line of predator and varmint ammunition from Winchester.

The super-accurate Varmint X lineup will initially feature offerings in four of the most popular centerfire rifle calibers for predator hunting: .204 Ruger, .223 Rem, .22/250 Rem., and .243 Win. The charcoal-colored, polymer-tipped bullets in each caliber are optimized for long- distance accuracy and explosive impact on coyotes, prairie dogs, and other varmints.

Predator hunting is on the rise, and our new Varmint X line gives shooters a high performance, accurate cartridge for the challenging shot angles and distances com-mon in predator and varmint hunting, said Brett Flaugher, Winchester Ammunitions vice president of marketing and sales.

A recent study by the U.S. Fish and Wildlife Service showed that hunter par-

ticipation in predator hunting has doubled over the past 10 years.

Varmint X combines the excellence for which Winchester is known with todays latest technology, resulting in a cartridge designed specifically for the demands of predator and varmint hunters.

The Winchester Varmint X line hit store shelves in January 2013, just in time for prime coyote hunting.

Each caliber is available in 20-round boxes and 200-round cases.

Known as The American Legend, Winchester is a global leader in sporting, law enforcement, military, and personal

defense ammunition production. The company continues to raise the bar with innovative products like Blind Side water-fowl shotgun ammunition and PDX1 Defender line of personal defense ammu-nition.

For more information about Varmint X, visit winchester.com.

Winchesters new line of ammunition is designed for long-distance accuracy and is available in four popular centerfire rifle calibers.

Choose A Distributor That Works Hard For You & The Future Of Shooting Sports In America

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800.845.3711

COMPETITIVE PRICINGMONUMENTAL INVENTORYEFFICIENT & ADVANCED SHIPPINGCOAST TO COAST

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Gerber introduces new tactical Video SeriesGerber has introduced the first of a series of product videos designed to support its tactical and military collec-tion. Developed in partnership with Panteao Productions, the series explores a wide range of Gerbers tacti-cal offerings from the perspective of professionals and trainers who use them daily.

The series provides an in-depth review of some of our staple products, and illustrates their use in an accurate and compelling way. Designed around the needs of the independent retailer, their function is to create interest and awareness of products in store, educate consumers on their use, and assist our retail partners in promotion and sell-through of inventory, said andrew Gritzbaugh, military/tactical marketing manager for Gerber.

The series will launch through the brands digital outlets.

HAVA & USYF Stage Bird Hunt for Vets and YouthHonored American Veterans Afield (HAVA) and United Sportsmans Youth Foundation (USYF) have successfully completed a pilot project to launch a new series of outdoor activities for the benefit of veterans, disabled veterans, and injured active-duty military, as well as kids from all walks of life.

This pilot program ultimately is intended to expand HAVAs service to veteransand injured active-duty person-nel and to introduce young people to veterans who can teach lifes lessons in a unique way.

Dubbed the 1st Annual HAVA/USYF Field Day, and conducted near Freeport, Illinois, the event was a day of trap, birds, dogs, and good camaraderie for 15 veter-ans and 15 youngsters. They spent a day together hunting and talking about the sacrifices required for freedom. More than 20 volunteers helped with bird cleaning,

cooking, and setup, and kids and veterans alike learned life lessons that only the out-doors can teach.

The joining of these young people and veterans in an outdoor setting has been a dream for HAVA, and partnering with USYF in sponsoring this event was the perfect way to make it a reality said Tom Taylor, HAVA chairman. This pilot project

showed that the interface is positive, and we intend to go forward with the concept for 2013 and beyond.

HAVA came to us sometime back with the idea of putting veterans and kids together in an outdoor event, and it all worked much better than even we had anticipated, said Brendan Walsh, USYF director.

Fifteen veterans, each partnered with a young hunter, participated in the 1st Annual HAVA/USYF Field Day near Freeport, Illinois, for a day of trap, birds, dogs, and comaraderie.

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8 SHot BuSineSS february/march 2013

news br iefs

First Firearms Shopping MallA recent technology break-through has transformed the shopping experience for gun enthusiasts across the country. The National Firearms Dealer Network (NFDN) has teamed with leading manufacturers and distributors to establish the worlds first digital firearms shopping mall. The mall pro-vides instant access to the larg-est firearms inventory in the world through hundreds of manufacturers storefronts. Its a new paradigm for gun enthu-siasts that makes shopping for firearms and accessories more convenient than ever.Dealers who are members of

NFDN have immediate access to more than $300 million of inventory, thereby virtually elim-inating the limitations of tradi-tional store hours and the dis-appointments of out of stock availability. Through live data-streaming technology, consum-ers have immediate access to more than 50,000 firearms and accessory SKUs, 24 hours a day, 7 days a week. The network effi-ciently and strategically aligns manufacturers, distributors, and dealers together to give buyers an unprecedented shopping experience.Visit nfdnmall.com/sales for

more information.

Taurus Secures Diamondback Firearms

Taurus Holdings, a worldwide leader in firearms manufacturing, has finalized its exclusive global

distribution agreement with Diamondback Firearms LLC. As part of the recent relationship, Taurus will assume all sales and marketing efforts of the Diamondback-branded products from its Miami office.

I am extremely excited about the development of this new partnership, says Taurus president and CEO Mark Kresser. Diamondback Firearms is a well-respected and recognized brand within the shooting industry. Along with their quality line of firearms, several other innovative projects are in the pipeline that make for a very optimistic future.

Diamondback Firearms is a Florida-based manufacturing facility that employs highly skilled American craftsmen pro-ducing quality personal defense firearms for responsible gun owners.

Having the opportunity to become partners with a fiscally

secure company that has paral-lel philosophies in sound business practices, innova-tive design, and manufactur-ing that complements our brand is a winning proposi-tion for all parties, says

Bobby Fleckinger, Diamondback Firearms owner. Finding a global

partner in Taurus will ensure a great future for our brand and one with whom Im proud to be associated.

For Diamondback Customer Service, call 888-380-2767.

Georgias Franklin Gun Shop Marks 50th AnniversaryFranklin Gun Shop Inc. is commemorat-ing its 50 years in business in the shooting sports industry and giving thanks to the many people and local institutions that have helped them grow over the past half- century.

The company began in Athens, Georgia, in the summer of 1962, when a young, newly married police officer had a dream to create the largest gun store in the state. With $34 in the bank, a lathe, and some knowledge of how to trade and repair guns given to him by Bob Hughes (proprietor of Athens Pawn Shop), Clarence Franklin Jr. and his wife, Barbara, embarked on a jour-ney founded on principles of honesty, hard work, and a dream. They reached out to several banks for a loan to buy gun parts and were on their way.

Fifty years later, Barbara Franklin still works full-time managing one of the old-est independent hunting and fishing retail-ers in the U.S. alongside her son, Mark. Her daughters and son in-law, Kim and Dale Duncan and Carol Franklin, have been involved in the business over the past 40 years. The third generation of the Franklin family also helps in the business.

Nancy Denson, mayor of Athens, pre-

sented Barbara Franklin with a key to the city on Dec. 13 and a proclamation honor-ing their 50 years in business. Franklins wishes to thank First American Bank & Trust, Chastain & Associates, The Tax Shelter, Cox RadioWNGC/WGAU, Phyllis Nelson, the Athens Banner-Herald, Sheriff Ira Edwards Jr., and Ed Tolley of Cook, Noell, Tolley, & Bates, and thou-sands of valued customers that have sup-ported the business over the past 50 years.

Franklin Gun Shop is a member of National Federation of Independent Businesses. They support many local chari-ties, are a sustaining and leadership mem-ber of the Boy Scouts of America, Disabled Veterans of America, numerous local churches and schools, local Ducks Unlimited, NWTF, and Rocky Mountain Elk Foundation chapters, and participate in the annual Toys for Tots Drive.

The Franklin family are lifetime mem-bers of the NRA. The company is now headquartered in Bogart, Georgia, and sells sporting goods products for the hunting and shooting sports markets, as well as equipment to the military, government, and law enforcement markets. For more infor-mation, visit franklingunshopinc.com.

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Brownells Breaks Ground on New Iowa Warehouse The worlds largest supplier of fire-arms accessories and gunsmithing tools is getting even bigger with a new facility.

On Monday, November 19, 2012, Brownells CEO Pete Brownell (left) and Chairman Frank Brownell (right) were joined by other staff in what was a Grinnell, Iowa, cornfield near Interstate 80 for the ceremonial first dig, marking the official groundbreaking for their new ware-house expansion and offices.

The planned 200,000-square-foot building will more than double the companys current warehouse capacity when it opens in late 2013.

Thanks to our great customers, Brownells is growing quickly, said Pete Brownell. Weve run out of space for both people and prod-ucts at our current location in

Montezuma. Grinnell was a great option for us to expand. The loca-tion is right on I-80, which is ideal for shipping and visibility. With the new space, well be able to offer our customers an even larger selection of products, a more streamlined shipping process, and even a retail area for those whod like to stop in off the Interstate for some hands-on shopping.

The company will remain head-quartered in Montezuma, located only 20 minutes from the new site, where it was founded by Brownell family patriarch, Bob Brownell, more than 73 years ago.

Pete and Frank Brownell at the ceremonial first dig for the groundbreaking of their new facility in Grinnell, Iowa.

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news br iefs

hunters Specialties Appoints Murski-Breeding SalesHunters Specialties, one of the worlds largest manufacturers of hunting products and accessories, has hired Murski-Breeding Sales as its sales rep-resentatives for eight Midwestern states.We are ecstatic to have

Murski-Breeding on board, said Matt Charipar, VP of sales and marketing for Hunters Specialties. They bring with them a tremendous under-standing of all channels of our market and will provide our cus-tomers an outstanding level of service. We look forward to a long partnership.Murski-Breeding Sales has

served the sporting goods industry for more than 40 years and currently has 30 represen-tatives covering 39 states. With a history of success and integrity, they represent some of the industries most respect-ed brands.We at Murski-Breeding Sales

are very excited to partner with Hunters Specialties, said Matt Breeding, president of Murski-Breeding Sales. As manufac-turer representatives, it has always been our goal to provide sales and marketing services for the top brands in every catego-ry. Our partnership with Hunters Specialties allows us continue that philosophy for the future.For information about the

various Hunters Specialties products, visit the Hunters Specialties website at hunterspec.com.

TriStar Selects Chevalier AdvertisingTriStar Sporting Arms of North Kansas City, Missouri, recently selected Chevalier Advertising, Marketing, and Public Relations as its marketing agency, begin-ning Dec. 1, 2012.

TriStar is a primary importer of quality shotguns and handguns, and offers a great selection of firearms for hunters and rec-reational shooters.

Since 1996, when TriStar was formed, weve provided consumers with depend-able, trustworthy products at affordable prices, said Gus Bader, owner of TriStar Sporting Arms. Choosing Chevalier Advertising to assist us with the daily responsibilities of PR and advertising to spread the message about our guns was an easy decision. They have a great repu-tation in the industry and we are excited to work with them to help us achieve our marketing goals.

Chevalier Advertising has extensive knowledge and a long history with hunt-ing, shooting, and law enforcement mar-kets. The agency will work to develop a solid product reputation in the market-place and explore opportunities that increase the recognition of the TriStar brand across all market segments.

We are extremely pleased that TriStar chose our agency to represent them with their marketing efforts, said Greg Chevalier, president of Chevalier Advertising, Marketing & Public Relations. We consider our clients partners and work with their marketing and sales teams to develop long-term success and growth for their brands and their product lines, so we are excited to get started with what will be a great partnership between our agency and TriStar.

Morreale to Host Airgun TV Show American Airgunner is gearing up for its 2013 season, with Rossi Morreale as host. Morreale has hosted television shows on ABC, Discovery Channel, G4 Network, and Speed Channel. You may recognize him from Belly of the Beast, a show in which Rossi gave viewers an in-depth look at the firepower of tanks and the versatili-ty of helicopters.

American Airgunner executive producer Justin Biddle says, I know several people who have known Rossi and his fami-ly for a long time, and they all attest to his high energy and devotion. Rossi has a genuine interest in the out-doors that was part of his youthhe grew up hunting and fishing. I couldnt be more excited about Rossis desire to help us tell the story of airguns in an educative, informative, and enter-taining manner.

Rossi Morreale was born and raised in Arkansas, where he attended the University of Arkansas and started as a wide receiver for the Razorbacks.

Although he resides in Los Angeles, he still goes back to Arkansas to hunt with his dad. Im anxious to be a part of American Airgunner. Ill be hosting a show about something I enjoy and grew up doingshooting. And I expect to get to blow some stuff up! says Morreale.

New episodes of American Airgunner 2013 will begin in July and will take view-ers across the country for a look at differ-

ent shooting disciplines including air rifle competi-tion, recreational shooting, friendly challenges, airgun hunting, and product reviews, as well as tech tips and discussions about cur-rent technologies that

power todays airguns. The shows director, Mike Hart, says,

This season is shaping up to be packed full of informative content and entertain-ment for our viewers. More about the sport of air-powered guns. More fun. More high-speed footage.

Visit AmericanAirgunner.com for more information and showtimes.

SHB0313_BRF.indd 10 1/16/13 3:33 PM

Lenn PhegleyCrosman Corporation announced that Lenn Phegley has joined the company as its vice president of manufacturing. He replaces Dan Schultz, who retired after 39 years of service.

Matt BatesBushnell Outdoor Products has hired Matt Bates as prod-uct manager for the binocular and spot-ting scope catego-ries. Bates will man-age product devel-opment for the Bushnell, Simmons, and Tasco brands.

John Skrabo Pradco has hired John Skrabo as vice president of mar-keting effective Jan. 7. He will provide leadership and management oversight across Pradco Outdoor Brands marketing organization.

Paul MattinglyPaul Mattingly will be joining the sales team at Traditions Performance Firearms, where he will build sales and customer relations and work with rep-resentatives on all other projects under the sales umbrella.

Ryan oMalleyThe Freedom Group has promoted Ryan OMalley to the position of press relations coordina-tor. She is responsi-ble for providing short- and long-term strategic direction of the PR department.

on the Move Recent promotions and hirings in the industry

When Your First Shot Has To Count

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www.steiner-binoculars.comAvailable in 1-4x24mm, 5x-25x56mm, 3x-12x50mm, 3x-12x56mm and 4x-16x50mm.

SHB0313_BRF.indd 11 1/16/13 3:33 PM

news br iefs

M4 Stock Shows Off ATI Patents

Advanced Technology International displayed a variety of new products at the SHOT

Show. But the crown jewel of the bunch was its new stock for the Benelli M4 shotgun.

Thereve been limitations with how to get your hands on those, and who can get their hands on those, outside of military and law enforcement, says Jon Shaffer, the companys director of business develop-ment. But we really wanted to work with Benelli, and we think the M4 is a great shotgun, so we just designed a stock and package for that.

ATI has almost 30 patents that have been recently approved or are in the pipeline, and two of them debut on the M4 stock. Were going to be using a lot of these patents for future projects, says Shaffer. Our custom-ers will be very surprised at the innovation.

The first of these patents is an adjust-able length-of-pull mechanism that allows the end user to adjust the tension on the buffer tube. Although the industry is familiar with locking mechanisms and friction pads to tighten the fit on stocks and buffer tubes, ATI considered the M4s classic stocks and designed from that, opt-ing for a more traditional approach.

The idea we fed off was the 1911, where the slides were hand-fitted to provide the most reliable functionality possible, says Shaffer. We wanted to incorporate that

idea into our stocks, so we designed a length-of-pull lever that allows the user to adjust the tightness of the drag and the buf-fer tubes to an exact preference.

Another feature of the M4 stock is an adjustable cheek rest. The assembly beneath the cheek rest is loosely based on a scissor jack, says Shaffer. Basically theres a knob that you rotate with your fingers, and you can adjust the cheek rest as high or low as you want, without tools of any kind.

Previous ATI innovations are spreading across the line, too. The company released the Triton systema dovetailed locking mechanism that allows the end user to change stocks on a firearm with just one screwin 2010. Thats pretty new for us, and were continuing to move that across new product lines each year as well, says Shaffer.

ATI sells its stocks and accessories in packages, where you can get everything you need for a particular firearm. But the company also recognizes the inevitable desire to mix and match. Sometimes cus-tomers dont have the money, especially in tough economic times, to just drop $300 on a package of stocks and accessories, says Shaffer. We also provide individual parts, where you can put it together piece by piece or all at once, if you like. For more information, go to atigunstocks .com. Robert F. Staeger

ATIs new stock for the Benelli M4 includes two new patents: an adjustable cheek-

piece and an adjustable length-of-pull mechanism.

SHB0313_BRF.indd 12 1/16/13 12:21 PM

Nosler Names Swanson Russell as Media AgencyNosler, Inc., a premier manu-facturer of ammunition, bul-lets, and rifles for hunters and shooters worldwide, has select-ed Swanson Russell as agency of record for its ammunition and bullet product lines.

Since it was founded in 1948, Nosler has maintained a reputa-tion as an innovator in the design and manufacture of ammunition and bullets for sportsmen and shooters. The company recently expanded its product line to include ammunition for home and personal defense as well as law enforcement.

Swanson Russell is pleased

to work with such an estab-lished name in the hunting and shooting industry, said Dick Placzek, senior vice president/group account director at Swanson Russell, We look forward to promoting Noslers premium products.

Swanson Russell will provide strategic marketing counsel as well as produce advertising creative

for Noslers ammunition and bullet product lines, including print, digital, television, and in-store materials. Additionally, the agency will provide media buying and negotiation, prod-uct launch promotion, and website-development services.

Charter Arms Moves to New HQCharter Arms, manufacturer of American-made affordable and reliable revolvers for more than 48 years, recently moved into an expanded office and production facility in Shelton, Connecticut.The companys new location increases production

space from 8,000 to 28,000 square feet, providing a major increase in the capacity to manufacture fin-ished goods. High-performance T8 lighting was installed, maximizing sustainability while minimiz-ing energy costs. The move was completed without interruption of customer shipments.Nick Ecker, president of Charter Arms, explains,

The overall increase in space will enhance the effi-ciency and flow of parts throughout all of our plant production cells. A lot of thought went into the initial design process, incorporating many of our employees ideas that will favorably impact their work areas.Ecker says, In 2013, we plan to introduce several

new models catering to the growing interest of women shooters and a few other niche areas, so were eager to settle in.

SHB0313_BRF.indd 13 1/17/13 12:03 PM

14 SHot BuSineSS february/march 2013

news br iefs

Minox expands its northeast SalesMinox USA has hired Vincent A. Pestilli & Associates Inc. as its sales agency in the Northeast. This move completes Minox USAs overall strategy to aggressively expand and better service its dealer network through-out the U.S.With the addition of Vincent A. Pestilli &

Associates, we have expanded our sales force to include another great agency to properly service our ever-expanding network of dealers and distributors,

said Matt Suuck, sport optics manager for Minox USA. We are excited to have added this highly experienced and successful group of salespeople to our already outstanding salesforce.We look forward to working with a high-quality

optics company like Minox USA, says Vincent Pestilli, of Vincent Pestilli & Associates. It fits well with the other premium brands we carry and will be exciting to offer to our customer base.

The Crosman AdvantageThe technology that lies behind airguns is actually quite sophisticated, and has been for quite some time. Problem is, not enough retailers know it. And if the retail-ers arent familiar with the product, how can they sell it?

Crosman understands that product knowledge is a vital resource and has creat-ed a new retailer program that provides the retailer with a freestanding display and color video monitor to help showcase the product.

Demonstrations on hunting, plinking, and target shooting will all be seen on the video. Its a great way to help showcase our product and provide insight to the many ways that an airgun can be used, says Blake Anderson, Crosmans sales manager of wholesale distribution,

The display also gives the retailer a clean, organized area to sell the airgun category. We feel this a great tool to bring additional focus on a too-often-neglected category, Anderson says.

Though Crosman has done POP incen-tives many times over the years, Anderson stresses this program is different.

This is the most significant investment Crosman has made to the independent retailer channel, he says. The displays are quite expensive, but its Crosmans goal to support the qualifying retailers with a marketing advantage.

Anderson also notes the new program differs from earlier efforts in three key areas. First, the manufacturer has never before offered such a large and colorful fix-

ture to display airguns and accessories. Second, the display will include a 7-inch color video monitor to build consumer excitement. Third, participating retailers will also receive shirts, hats, banners, and decals, all helpful in promoting the brand and stimulating sales.

The target audience is independent retailers that wish to get started in the air-gun category. But Crosman also believes that established retailers who want to increase airgun sales will also greatly ben-efit from the addition of the display.

To further whet a retailers appetite for the Crosman and Benjamin line, the man-ufacturer has added a special incentive: a whitetail hunt in Texas with company pro staffer Jim Shockey. To qualify for the drawing, a retailer needs to place a mini-mum order of $3,000, divided between Crosman and Benjamin products, as well as ammo and accessories. The drawing will be held next fall, and the hunt will take place in early 2014.

Although the hunt incentive is a one-time event, Crosman intends to keep the display program active for interested retailers. Obviously, programs such as these require a lot of work and financial investment to be successful.

Our main goal is to capture retailers that are not stocking Crosman brands or not stocking in a sufficient manner, says Anderson. But weve also targeted existing customers with the hope that the display will attract more foot traffic to an airgun center. For more, go to crosman.com.

Crosman is offering retailers displays with video monitors to promote interest in airguns.

FGi names new Vice President for Handguns, AccessoriesFreedom Group Inc. (FGI) has appoint-ed Leland Nichols as senior vice presi-dent and general manager for Handguns (Remington and PARA brands) and On-Gun Accessories (AAC and TAPCO brands). Nichols, the for-mer senior vice president for sales, marketing, and business development and president and chief operating offi-cer of Smith & Wesson Holding Corporation, will now be responsible for the strategic direction and goals of Handguns and On-Gun Accessories, and will report to FGI president Scott Blackwell.

Hes a firearms industry veteran who has proven himself as someone who can consistently deliver. Theres no doubt he will have a strong impact on the development and growth of FGIs world-class products, says George Kollitides, chairman and CEO of the Freedom Group.

Nichols comes from Rinnai America Corporation, where, as senior vice president of sales and business develop-ment, he was responsible for the man-agement of Rinnais North American sales organization.

I greatly anticipate working with our strong FGI team and incorporating my passion for the outdoors and enthusiasm for firearms to accelerate the growth of handguns and on-gun accessories for the Freedom Group, says Nichols.

SHB0313_BRF.indd 14 1/16/13 12:21 PM

CT Holds First-Ever Night 3-Gun Shoot

Three-Gun shooting competitionshand-gun, rifle, and shot-

gunhave been around for more than two decades, and have grown more popular in the past few years, particularly with younger shooters. Crimson Trace, the industry leader in laser-sighting systems for defensive handguns, has become a large sponsor of these competitive shooting events.

The sport of 3-Gun com-petitive shooting has seen the largest increase in participation of any of the shooting sports in the past five years, says Iain Harrison, media relations manager with Crimson Trace. We wanted to be part of that.

Laser sights give competitive shooters more of an advantage at night than during the day, so Harrison and others at Crimson Trace came up with the idea of holding a 3-Gun

night competition to showcase their companys products. The event, the first ever 3-Gun night competition anywhere in the country, was held last July at the Cossa Shooting Range in

Bend, Oregon, and was attend-ed by 120 shootersmen, women, and juniors.

We must have succeeded, as we still have competitors tell us, months after the event, that it was the most fun they have ever had at a shooting competition, says Harrison, who credits much of the events success to the experienced range safety officers who were hand-selected for the night.

Harrison invited the media and had writers compete. That way they got to experience night shooting firsthand, he says. Writers also got to shoot against and interview some of the best 3-Gun competitors in the world.

The downside? Everything takes longer in the dark. The event ran from 9:30 a.m. to about 4 a.m. Crimson Trace has scheduled another night shoot for August 2013. For informa-tion, visit crimsontrace.com.

Crimson Traces 3-Gun competition, held last July at the Cossa Shooting Range in Bend, Oregon, was the first event of its kind held at night. It attracted 120 shooters.

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SHB0313_BRF.indd 15 1/16/13 12:21 PM

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BC_010416_SHB0313P.indd 1 1/17/13 10:23 AM


updateby MEL ISSA SCHILL ING, NSSF D IRECTOR, RECRUITMENT & RETENT ION

Save the Dates for the Shooting Sports SummitYou are needed June 10 to 12

T he National Shooting Sports Foundation is currently getting ready to open registration for yet another Shooting Sports Summit. Nearly two years have passed since the last Shooting Sports Summit in Louisville, Kentucky, during June 2011, so its time for another successful summit to showcase where we are as an indus-try with regard to hitting our goal of increasing hunting and target shooting participation by 20 percent by the end of 2014.

The 2013 Shooting Sports Summit is planned for June 1012 in Springfield, Massachusetts. That gathering place may spark thoughts of the Basketball Hall of Fame and the homes of Smith & Wesson and the Springfield Armory. They, too, can be on your agenda, but most important is what will be going on at the summit itself. NSSF urges all decision-makers from throughout the firearms industry and the hunting and shooting sports communities

to attend. We are all dedicated to preserv-ing and promoting our shooting and hunt-ing traditions, and we need to ask our-selves a couple of questions: Have we reached our goals? What else can we do?

This years summit will host diverse groups of stakeholders concerned with the future of hunting and target shooting. They will represent state and federal agen-cies, hunting and shooting organizations, manufacturers, shooting ranges, retailers, non-government organizations, and media.

The current agenda is jam-packed with information that is applicable to all. We will provide participation numbers on where we are as an industry and other recent research. New Models of Success programs will be presented, offering proven blueprints for projects to boost participation in hunting and target shootingand they will be evaluated to find ways to further improve their effec-tiveness. These programs are intended to

be implemented nationwide for years to come.

Some of the efforts highlighted during the summit are not necessarily pilot efforts. We will look at various programs currently being carried out that have the potential to reach large numbers of participantsif extra assistance and resources are available to create a big push.

NSSF is currently working with several states to showcase their successful pro-grams. You can choose the Model of Success that best fits your organizations

needs, demographics, and budget.Also included in the agenda are presen-

tations from Rick Pitino and John C. Robinson. Pitino is one of the most bril-liant minds in basketball coaching and the first coach in NCAA history to take three different teams to the NCAA Final Four. He is an accomplished author and a dynamic motivational speaker. Robinson is also an author, as well as a leader and mentor in connecting a diversity of youth to outdoor activities.

Breakout sessions will be available for more specific areas and topics that are applicable to the various groups attending the summit. Information is being collect-ed to identify the most pressing issues in your range, retail business, state wildlife agency, etc., so that attendees can walk away with more tools to apply once back in the office.

We want you to be a stakeholder in the future of hunting and the shooting sports. Please remember to mark your calendars to play a part in continuing the upward trend of participation in the industry. Our shared common interest to increase our customer base is why we need all hands on deck in regard to the future of hunting and the shooting sports. Your continued involvement will play an important role in making this event a success.

For additional information on the 2013 Shooting Sports Summit, visit nssf.org/summit.

from tHe nSSf

Melissa Schilling Director, Recruitment and Retention

This years summit will host diverse groups of stakeholders, including state and federal agencies, hunting and shooting organizations, manufacturers, shooting ranges, retailers, NGOs, and media.

SHB0313_FRM.indd 17 1/14/13 6:19 PM

18 SHOT BUSINESS FEBRUARY/MARCH 2013

UPDATE

NSSF President Addresses the State of the IndustryD uring the wrap-up of the first day of the 2013 SHOT Show in Las Vegas, NSSF president Steve Sanetti addressed the 2,000 industry members in attendance at the State of the Industry event, explaining in a word that the state of the industry is misunderstood.

Referring to the unspeak-able tragedy that was inflicted by a deranged man upon the children of Newtown, Connecticut, the very home of NSSF, Sanetti said, There are not two sides to this debate. There is only one sidethe good people of America, on all points of the political spec-trum, united in their revulsion over this senseless attack on our most helpless.

He continued, We all must recognize that those who dont agree with us share in our desire to rid the world of such monstrous acts; and they must recognize that we are not the

evildoers. Ours is a responsible industry that makes and sells lawful products to law-abiding citizenscitizens who exercise their constitutional right to own, use, and enjoy firearms safely and responsibly for all lawful purposes. We are part of the American life, and we treasure our children, our heri-tage and our traditions.

In his address, Sanetti then

recapped some relevant facts that had been overlooked or not comprehended by much of the media and population, which has taken an increased interest in our industry. SEMIAUTOMATIC FIRE-

ARMS are the most popular type of firearms for clay target shooting, the most popular tar-get pistols, and the most popu-lar .22 rifles for small game. They fire one shot with each pull and release of the trigger. SEMIAUTOMATIC PIS-

TOLS are the overwhelming choice of both law enforcement and civilians for self-defense. SEMIAUTOMATIC RIFLES,

used for hunting deer in this country since 1905, are by far the most popular rifle being sold today for hunting, target shooting, home protection, and other lawful purposes. RIFLES of all kinds have

figured in less than 5 percent of all crimes committed using firearms.

SINCE 1999, NSSFs safe-storage program has distribut-ed more than 35 million free gun lock and safety brochures to all 50 states and all U.S. ter-ritories. Securely storing fire-arms when not in use would have prevented the Newtown tragedy, with no additional laws needed. Personal respon-sibility is the key.

Sanetti cited many other rel-evant facts, statistics, and safe-ty efforts that demonstrate the popularity and safe and proper use of firearms, including data on the record number of fire-arms purchases while the homicide rate has markedly declined and violent crime has decreased to record lows not seen since the early 1960s.

This baffles our friends who fear that more guns equal more crime, but thankfully, this is just not true, the NSSF CEO said that night. Facts, not emo-tions, however raw and heart-felt, must guide important social and legislative policies, especially where constitutional rights of American citizens are concerned. Of course, we listen to our hearts, but we must think with our heads.

Retailers Are Encouraged to Use NSSF Compliance ToolboxWith the possibility of ATF inspec-tions becoming more scrutinizing than ever, FFLs should start their year with a compliance tune-up. Utilize all of the tools in the NSSF Compliance Toolboxtraining vid-eos, Sweat the Details, Form 4473 overlays, retail compliance seminars, the NSSF retailer around-the-clock hotline, the NSSF FFL Compliance Consulting Team, Dont Lie for the Other Guy, and the December 2012 SHOT Business article, When You Are Inspected. Another tool is the Top 10

Compliance Issues. Compiled from dozens of in-store compliance audits by NSSFs team of FFL com-pliance consultants, this list outlines

the most common errors and gives tips on how to avoid making them.You can familiarize yourself with

all of these tools in the Industry/Retailer section of nssf.org, and at that websites Regulatory Compliance section (nssf.org/compliance). Many of these resourc-es are available to everyone in the industry, but others are exclusive or deeply discounted services for members of NSSF, the trade associ-ation for the firearms, ammunition, hunting, and shooting sports indus-try. Not a member? Visit nssf.org/industry/members to view a video on the benefits of membership and review many of the special privileges extended to NSSF members.

For additional questions on mem-bership, contact Samantha Hughes, NSSF member services coordinator, at [email protected].

NSSF president Steve Sanetti addressed the industry.

SHB0313_NSF.indd 18 1/18/13 4:04 PM

2013 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business, SHOT Show and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundations prior express written permis-sion. All other company and product names are trademarks or registered trademarks of their respective owners.

FEBRUARY/MARCH 2013 SHOT BUSINESS 19

Advertising & Marketing for Retailers The latest edition of NSSFs edu-cational and operational books for firearms retailers, Advertising and Marketing for the Firearms Retailer, is now available. This book focuses on advertis-

ing and marketing in both the traditional and digital sphere. Author Tom Shay covers such topics as advertising in newspa-pers, radio, billboards, direct mail, telephone directories, and newsletterstraditional media. The well-known retailer also covers digital and social media, with topics ranging from the use of Facebook and Twitter to website management and online promotions, and the value of online videos and blogs.This edition also covers deter-

mining the return on investment on your promotions through both traditional and digital media. This latest edition is a must for any retailer who wants to under-stand the variety of marketing tools available and the myriad ways of determining the value of each marketing method. Its available to NSSF retail

members for free in PDF format (accessible in the Member Only section of the nssf.org) and as a print copy. Nonmembers can purchase only the hard copy edition, which costs $15. All orders for the print edition should be sent to Ann Siladi, NSSF administrative assistant ([email protected]).

NSSFs 2012 Industry Reference GuideMore than 170 pages of valuable firearms, ammuni-tion industry, hunting, and shooting sports data is incorporated into NSSFs 2012 Industry Reference Guide. This new edition pro-vides historical trend data for leading industry indica-tors: NICS, excise tax, import and exports, and hunting-license sales. Also included are participation data and demographics, safety statistics, Federal Firearms License figures, firearm-production data, concealed-carry holder estimates, and economic contributions.

The guide offers a com-plete redesign from the 2011 edition, providing a

new look and making it easier to read. Of course, the data has been updated, and additional sources have been incorporated into the new edition. Such additions include Canada statistics, bowhunting figures, duck stamp historical sales, and historical whitetail deer

harvest charts by state. The publication is avail-

able in both PDF and print formats at a deep discount to NSSF members. The price of the online PDF ver-sion to members is $75. For nonmembers, the digital version is available on CD only at a cost of $750. For the print copy, the cost is $95 to members, $950 to nonmembers. All orders can be placed by visiting nssf.org/research/IRG and clicking on the Order Your Copy box near the bottom of the screen.

Voting Members of NSSF have free, immediate access to the PDF version in the Member Only section of nssf.org.

2012 Annual Review Spotlights NSSF Achievements

T he 2012 NSSF Annual Review, A Year of Historic Growth, made its debut at the SHOT Show in Las Vegas in January and can now be viewed on the National Shooting Sports Foundations website (nssf.org/industry/2012AnnualReview.cfm).

The historic growth reference in its title is sup-ported by highlighted sec-tions on the SHOT Show, member services, recruit-ment and retention in hunting and target shoot-ing, communications out-reach, government rela-tions accomplishments, and conservation efforts.

NSSF president Steve Sanetti, in his opening letter that recaps the industrys trade associations efforts, concludes by writing, I think you can see that 2012 was a year of unparalleled growth and

success for the firearms industry and its law-abiding customers.

His last paragraph continues, Some dark clouds have appeared, however, in the guise of those who would severely limit the kinds of firearms and accessories that responsible American citizens can own, in the name of

attempting to control the actions of violent, mentally disturbed lawbreakers who have no respect for laws or humankind. We must all be ever mindful of this threat and continue to conduct our affairs in a responsible, legal, and safe manner so that all we do reflects the best of

the millions of fine men and women in our industry, which we at NSSF are proud to represent as your trade association. Rest assured that we and the NSSF PAC will con-tinue to work hard every day to protect our industry.

SHB0313_NSF.indd 19 1/14/13 6:17 PM

UPDATE

Celerant Command Retail is a real-time complete software system that manages all areas of a firearm/sporting goods retail operation. The system integrates point-of-sale, inventory management, warehouse, distribution center, allocation, e-commerce, data mining and more, and includes reporting features within the ATFs requirements, replacing the need for bound log books. It has introduced a Form 4473 and keeps updating its technology. NSSF members receive a 25 percent discount on the initial software system.

NSSF Delivers Value ONE MEMBER SEXPERIENCE

Member: Jeff Poet, president

Business: Jays Sporting Goods, Inc.Clare and Gaylord, Michigan

Description of Business: My parents, Jay and Arlene Poet, started the business in the late 60s and incorporated in 1971. Jay started out in a small one-car garage selling guns and accessories. Today, Jays encompasses two locations that provide nearly 100,000 square feet of retail space dedicated to many outdoor categories, such as Firearms, Hunting, Archery, Clothing, Fishing, Camping, and more.

Experience with Celerant: Celerants Mobile Point-of-Sale has been a tremendous help in quickly processing our customers while populating the disposition of the firearm instantly into the A&D book.Analyzing data is one of Celerants greatest assets to us, regardless of category or type of sporting goods products we sell, and that is especially helpful in either staying in stock in those fast-moving SKUs or weeding out slow movers. Celerant has been easy for our staff to use in dealing with customers, and security settings have provided us with the flexibility to let staff see only what we want them to see to make good decisions. We look forward to using a new enhancement added to the system to process 4473 forms with the customer electronically.

Value of NSSF membership: Jays has been a member of NSSF since 1970. It was important then to my parents to join, and it is as important, or more important, today. NSSF represents us as retailers very well to the industry and in political arenas. NSSF communications keep us up-to-date with reliable information in a timely manner. NSSFs educational material and SHOT Show UniversitySM have been great tools and resources to Jays.

Interested in NSSF Membership?

Promoting the great American tradition

of hunting and shooting is what the

National Shooting Sports Foundation

is all about. For our members, its more

than a sport; its a way of life. Join the

more than 8,000 companies and

individuals who have already discovered

that NSSF Delivers Value! To learn more,

visit www.nssf.org/join or call 203-426-

1320 for Bettyjane Swann, NSSF director

of member services ([email protected])

or Samantha Hughes, NSSF member

services coordinator ([email protected]).

20 SHOT BUSINESS AUGUST/SEPTEMBER 2012

Celerant Helps ManageYour Business

SHB0313_DEL.indd 20 1/14/13 6:26 PM

Dont Lie for the Other GuyThis straw-purchase awareness program has helped me, my staf, and consumers

T he National Shooting Sports Foundation (NSSF) and the Bureau of Alcohol, Tobacco, and Firearms (ATF) joined forces many years ago to come up with an educational program that could be utilized by firearms retailers and other industry partners to recognize and deter the practice of straw purchases. A straw pur-chase is simply a firearm purchase made by someone on behalf of another person who cannot make a firearm purchase or doesnt want their name associated with a firearm sale. The name of the program is Dont Lie for the Other Guy.

This program has been, and continues to be, a critical component in the day-to-day business operations in my firearm retail operation, and, I suppose, for all firearms retailers. Because of the impor-tance of the program, NSSF and ATF had jointly funded it. The funding made it possible to create videos of common sce-narios of straw-purchase attempts that were happening in stores.

In addition, the funding created oppor-tunities for stores to receive Dont Lie for the Other Guy retail kits. These kits con-tain posters, shelf talkers, buttons, win-dow stickers, videos, and counter mats, all displaying the theme of Dont Lie for the Other Guy. With the components of the kit properly positioned inside the stores, would-be straw purchasers would be put on notice that the management and the employees have been trained on straw-purchase tactics. This program not only

serves as a deterrent to criminal activity, but also heightens employees awareness levels.

Due to budget cutbacks, ATF can no longer help fund this program, so NSSF has stepped up its efforts and is now fund-ing this program 100 percent.

In our store in Oklahoma City, we take the Dont Lie program very seriously. Everyone on our staff reviews the videos

as part of the new-hire training process. Our business has been very brisk, but when we anticipate stronger sales during the fall season or building up to the holi-days, our entire staff reviews the training videos again for assurance. While we are watching the videos, I emphasize with my sales staff the importance of being aware of and recognizing straw purchases. At the end of the training session, we all dis-cuss our stores policies and procedures in the event of a suspected straw purchase

attempt. When all questions have been answered, our staff is well-prepared for any scenario.

Throughout the store, I make sure that the Dont Lie posters and other promo-tional materials are fresh and prominent for all to see. If we ever have an issue with shopworn material, I call NSSF, and theyll promptly send me product to fill my needs.

For other independent retailers out there, I cant stress strongly enough this training regime. Not only does it help ensure that your employees are thorough-ly trained in identifying and stopping straw purchases, but it also alerts potential criminals that your store is actively engaged in identifying and stopping such crimes. Furthermore, the signs, the train-ing, and the knowledge your staff imparts regarding straw purchases lets your cus-tomers and any other visitors to your store know that you take seriously your responsibility as a firearms dealer.

I would further recommend that you and your staff participate in training that is provided free of charge from NSSF on a regional basis that covers straw purchases in greater detail. For a schedule of the upcoming seminars, please see nssf.org/retailers/resources/seminars.cfm on the NSSF website.

NSSF has always been first to help the industry, and its emphasis on the Dont Lie for the Other Guy program has been another significant demonstration of its commitment. This educational program has done wonders for our stores mission of being a responsible firearms retailer in the eyes of Oklahoma Citys citizens. Through the programs signage and other display materials, we can show that every day we are doing everything possible to deter and stop straw purchases.

NSSF has always helped the industry, and its emphasis on Dont Lie for the Other Guy is another demonstration of that commitment.


updateBY M ILES HALL , PRES IDENT, H&H SHOOTING SPORTS COMPLEX

from my S ide of tHe counter

SHB0313_MYS.indd 21 1/14/13 6:24 PM

First Shots, Second RoundPicking up on a great introduction

I n any business, there is a struggle to find new customers. And that includes shooting ranges. As an industry, we know why we need new shooters. They need instruction, firearms, ammunition, and accessories. Where do we find them, and how do we keep them interested, engaged, and coming back to the range for more shooting time and to purchase more ammo and new accessories?

The National Shooting Sports Foundations First Shots is the answer to all of the above. Ranges that work with First Shots are provided with a reference guide for help with hosting an event, targets, ammunition, instructional PowerPoint presentations, 50 percent reimbursement for cooperative advertising, printready graphic ads, readytoair radio and TV spots, posting on the First Shots schedule of events, and

safety literature for all participants. One of the reasons a person chooses to

sign up for a First Shots event is that they are curious about the shooting sports and they are looking for information. Many do not know how or where to get started. They may be nervous, frightened, or a little intimidated by the concept of shooting and the shooting sports. First Shots is a great way to provide a service to the community and allow people to satisfy that curiosity in a safe, controlled, and fun environment.

We know First Shots works. It is a very simple event to run. The threehour event does not require a lot of time from the range or the participants. Participants are given information on the shooting sports, the basics of firearms safety, and information on what it takes to legally own and

possess a firearm in their area. Then they get to take that everimportant first shot.

According to the First Shots Industry Intelligence Report, 43 percent of those who attend a First Shots event return to the host range an average of seven times within six months of the initial event.

Now that the participants have taken that first shot, it is our job to keep them coming back for more. Ranges that have

ongoing classes, programs, events, leagues, and other activities can constantly reach out to these new shooters and get them back on the firing line. To assist those ranges that do not have as many activities on the calendar, NSSF is proud to introduce First Shots Second Round. Second Round builds on the excitement of the First Shots event, and introduces participants to a new aspect of the shooting sports.

If the first event involved .22caliber handguns, use Second Round as an opportunity to introduce new shooters to highercaliber firearms with a Second Round TryAGun event. Bring out several firearms in different calibers and explain why someone might chose one caliber over another.

Perhaps the First Shots event was an introduction to shotguns. At the Second

Round event, you could introduce these new shooters to sporting clays, trap, or skeet. During the Second Round event, explain the rules and scoring, and invite the participants to join your league.

Some of these new shooters are excited to learn about other opportunities in the shooting sports. However, they understand their skills are limited; they would like to try different things, but they are afraid to show up on league night for fear of embarrassing themselves. A Second Round event provides an opportunity to learn the rules of the league, to practice, and to gain encouragement. All that will go a long way in making these new shooters feel welcome and give them the boost they need to return to the range and become an active participant.

A Second Round event has many possibilities. NSSF has created a Second Round Reference Guide that lists some ideas to get you started. In addition to the reference guide, NSSF will provide a onetime contribution of $500 to help get your Second Round event off the ground. As with a First Shots event, we will provide 50 percent in cooperative advertising funds up to $3,000 for each of your Second Round events, as well as offering printready graphic ads and safety literature for your participants.

First Shots events are a great way to introduce new people to the shooting sports, your range, and your staff. But it could be the Second Round that keeps them coming back for more.

For information on Second Round and a copy of the reference guide, please contact me, Tisma Juett, manager of First Shots, at [email protected].

You Should Know


update BY T ISMA JUETT, MANAGER , F IRST SHOTS

Second Round builds on the excitement of the First Shots event, and introduces participants to a new aspect of the shooting sports.

SHB0313_YSK.indd 22 1/14/13 6:20 PM

BC_011549_SHB0313P.indd 1 1/18/13 9:46 AM


by scoTT besTulFY I

Know When to Grow, Part IIMore thoughts on when and how to expand

L ast month, I sat down with with Richard Sprague and Miles Hall, two of the countrys top gun shop owners, to pick their brains on how and when they knew it was time to grow their busi-ness. In this installment theyre joined by Jay Wallace, owner of Adventure Outdoors, a land-mark shop in Smyrna, Georgia.

SHOT Business: Jay, Miles, and Richard stressed that one of the main reasons they decided to grow was they felt they werent meeting the needs of their customers. Were you similarly motivated?Jay Wallace: Absolutely. We realized it when we looked out in our parking lot. Customers had trouble finding a place to park. We knew there was money literally driving away from our store. We had 55 parking spaces at our former facility. Now we have 500, and theyre full every Saturday. SB: Miles told me youd not only grown, but did so in a pretty creative fashion?JW: Well, I got pretty lucky. There was a grocery store that had gone out of business and was sitting empty. I found out who the owner was, sat down with him, and struck a deal. Miles Hall: I wish Id thought of thatSB: So you saved money by buying an existing building instead of building a new one?JW: Yes, its substantially cheaper. But it was a big place to begin with60,000 square feetand we added a second floor for a total of 80,000 square feet. I actually financed it with Obama moneya

grant specifically for blighted areas. The only difference between us and some others is, I intend to pay it all back!Richard Sprague: Jay made a really smart move. Theres def-initely a savings in taking over an existing building over new construction.SB: So once youve made the decision to grow, how do you decide how to use your space?MH: Id suggest hiring archi-tects and designers, people who really know what theyre doing. You also have to think

down the road a little. For example, we were starting to hold more classes, and we real-ized we really didnt have enough space to do that right. So we added more classroom space. And then theres office spaceas you grow, you hire more employees, and theyre not all sales staff. You may have to consider more than your showroom floor.RS: Inventory was another consideration for me: Where do you store all those hard gun cases, pallets of ammo, and

other items you cant display? Warehouse space is often con-sidered a luxury, but its worth considerationespecially since construction costs for a simple metal building are lower. In my region, new construction for finished retail space runs about $100 to $120 per square foot. That metal building is only $30 per square foot.SB: Ive visited all of your websites, and youre clearly building more than just a func-tional facility. They really look nice and cater to more than just traditional customers.RS: Well, thank you. But I still want a restaurant like Miles has. (Sprague is referring to the 4U Caf located in the H&H facility.)JW: No kidding. Were actually planning a restaurant down the road. But as part of our expan-sion, we did add a banquet hall that seats 500 people. Groups like Ducks Unlimited, the NRA, and Buckmasters hold their banquets there. We dont charge them for the facility. SB: Its free?JW: But not without benefit. I have customers and potential customers coming through all the time. How do you think I met the state rep who told me about that Obama money?

in-Store Big ScreensJay Wallace found a way to keep his store full on Saturday afternoons, a normally dead time while the college football season is in full swing. We installed six televisions with 80-inch screens, Wallace says. Now our cus-tomers dont have to leave the shop to watch the game. The TVs are for more than entertainment, however; Wallace uses them to broadcast upcoming sales and events, as well as to air gun-positive programming. We get a lot of folks in here who arent serious shooters, he says. And you never know how theyre being influenced about the firearms industry. We use our TVs as entertainment, but also to inform and educate.

Theres definitely a savings in taking over an existing

building over new construction.

SHB0313_FYI.indd 24 1/14/13 6:12 PM

When aiming feels as natural as breathing, thats when you know theres

an M&P in your hands. An 18-degree grip angle ensures a natural point of

aim, and three interchangeable palmswell grips tailor your gun to you.

Where grip meets hand, where fit meets form, where design meets you.

FIND THE RIGHT M&P FOR YOU AT SMITH-WESSON.COM

THE BREAK-IN PERIOD ENDS

BC_011380_SHB0313P.indd 1 1/15/13 5:10 PM


by slaton l . whitef ir ing l ine

Fresh StartRemingtons Model 783 delivers performance and value

T here are times when you need to completely re-invent the wheel. Throw out all the old, tired designs and start over from scratch. Other times whats needed is a fresh look at what you have. Then you borrow the best components and combine them into something new.Thats exactly the tactic

Remington has taken with its new Model 783 bolt-action centerfire rifle, which made its debut last month at the 2013 SHOT Show.

John Fink, Remingtons senior product manager for rifles, says the inspiration for the design came after a thor-ough look at existing products. We took the best aspects of all of the rifles in our line, as well as competitive offerings, and rolled them all into one rifle.

And although its DNA comes from existing designs, Fink stresses that the Model 783, the culmination of two years of work, is not a simple recombination of various ele-ments. Its a brand-new rifle thats been developed from the ground up, he says. The driving requirements were accuracy, reliability, and durability. I believe weve hit on all three.

Hes especially proud of the accuracy, which I experienced firsthand when Fink and I hunted elk in northern New Mexico last fall. When I mar-veled at how well the rifle

shot, Fink said it was the result of a firm foundation.

They began with a round receiver (which features a minimum- size ejection port and a detachable box maga-zine), into which, Fink says, we put in as much steel as pos-sible in order to assure rigidity. The Model 783 also uses a button-rifled magnum-contour barrel. Its our heaviest sporter-weight barrel. Again, the idea was to make the plat-form as rigid as possible.

The receiver and barrel are joined by a barrel-nut system. This is a first for Remington, Fink says, and it allows us to set the headspace at a mini-mum dimension for improved accuracy.

The action is dropped into a

new composite injection- molded pillar-bedded stock. We wanted a very rigid stock that would flex only minimally during recoil, he says. Less flex means greater accuracy. In addition, we free-floated the barrel with twin pillars for enhanced accuracy.

Next came the trigger, which sits within an oversize trigger guard that makes it easier on cold-weather hunters wearing gloves. The CrossFire trigger is a trigger-block design that allows us to set the trigger at the factory at 3.5 pounds, he says. Consumers can adjust it, though they would have to take the barreled action out of the stock to do so. The range of adjustment is 2.5 pounds to 4.5 pounds.

Rounding out the package is Remingtons patented SuperCell recoil pad, which helps make the rifle very com-fortable to shooteven when using magnum loads, as we did (160-grain 7mm Rem. Mag., to be exact). Its also light in the hand, a rifle that a spot-and-stalk hunter can carry comfortably all day.

To mount a scope, the con-sumer will need to use two Model 700 front bases (the rear Model 700 base wont fit on the cylindrical receiver). These are currently available from Weaver, but Leupold, Millet, and Warne should have prod-uct in the pipeline very soon. Remington Accessories will also have an integral base and rings available for the Model 783. And it turns out that a Savage 10/110 round-body receiver also takes two Model 700 front bases, so a hunter will have no problem finding what he needs to mount a scope.

The Model 783 will initially be available for less than $500 in .30/06, .270, .308, and 7mm Rem. Mag. (800-243-9700; remington.com)

Closing the SaleThe Model 783 is a rifle with broad appeal. You can sell it to an experienced hunter who craves accuracy but doesnt have $1,000 to achieve it. Its also a good rifle for a beginner. For not a lot of

money, he gets to join the Remington family with a durable and accurate rifle.

The new Remington bolt-action Model 783 is

available now in four calibers. Remington

intends to introduce more calibers in the future.

SHB0313_FIR.indd 26 1/15/13 11:13 AM

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BC_008633_SHB1212P.indd 1 11/13/12 11:26 AM


undercover shopper

pixel pushers

Sleepless In SeattleCan a woman hunter in Seattle find a suitable handgun for a mule deer hunt?

In my quest to find a handgun suitable for hunting mule deer in the West, I visited four gun stores in the Seattle area. I was looking to evaluate a sales associates knowledge of handgun hunting as well as his knowledge of the minimum mule deerhunting calibers for handguns. I was also evaluating how well the staff handled a woman shopper. Would they lose any sleep having to deal with me?

Store ANestled into a teeny space in an old strip mall, this place could barely hold its entire inventory. Boxes of ammo sat on the floor. I waited for eight minutes to be served, and frankly, it was quite uncomfortable to be in that small space with three men. I looked intently at the cans of freeze-dried chili, trying to act interested. The sales associate apologized that it took so long to serve me, but it would have been nice if hed said, Ill be with you in a minute about five minutes earlier.

A gun store and preppers paradise, the shop touts that it can get you almost any gun within two or three days with no ship-ping, credit card, or transfer fees.

The sales associate asked me what cali-ber Id need for deer hunting. I threw him a bone and told him that Id need at least a .357. Then, he asked the owner to log him

into the system so he could look up gun recommendations for me. When he told the owner that I wanted to hunt with a handgun, the owner sat down, blew the hair out of his face, and looked at me for about 20 seconds in disbelief.

Both these guys were blown away by a woman who wanted to find a handgun for hunting. They took a Ruger .357 out of the case, and told me that the barrel would have to be longer on a hunting handgun.

The owner then suggested that I order a Smith & Wesson .460 with a scope. He showed it to me online, and suggested a sling and a shooting stick. Im still wonder-ing how hed install a sling on a .460.

Store BI walked into this large, well-laid-out gun store that also includes an indoor range.

Immediately, a young sales associate asked to help me. When I told him what I want-ed to buy, he asked me if it was legal to hunt with a handgun in Washington. I said that I wasnt sure, but I could always hunt in another state, like, say, Wyoming. I thought he would ask to see my hunter safety card next.

He went to a computer and started to look up hunting regulations. Then he chose a S&W Governor from the case, put it up on the counter, and said, This should work, and went back to researching whether I could hunt mule deer with a handgun. He thought Id like the Governor because of its ability to load both a .45 and a .410. I said I wasnt interested in using shotshells in a handgun (.410 slugs can be hard to find), and that hunting deer with a .45 ACP was silly. I also didnt intend to hunt from point-blank ranges.

SHB0313_UCS.indd 28 1/14/13 6:11 PM

february/march 2013 Shot BuSineSS 29

undercover shopper

Another salesman came by, recommend-ed the S&W .460, and said I should get it with a Picatinny rail and a scope. The younger associate agreed, and told me to stay away from an S&W .500, as it would have too much bullet lob (whatever that is). They could order it for me.

Store CThis placea bit worn around the edgeswas located across from a YWCA and a Vietnamese restaurant on a busy intersec-tion. It offered guns, gold, video tapes, power tools, and lots of engagement rings. If you havent guessed, it was a pawn shop.

I had to walk to the back of the store, where two guys waited to help me find the perfect handgun. Offering an extensive line

of new and used handguns, the sales asso-ciates pulled out two used guns at great prices: a Ruger Super Blackhawk in .44 Magnum and a Ruger Blackhawk in .454 Casull, calling them workhorses for hunt-ers. They also showed me other handguns that they could order for me online.

Then, they took that extra step: They asked me about scopes and slings, and showed me scopes that they would recom-mend. They offered to get the gun com-pletely set up for hunting if I bought it from them. And they also recommended the Vietnamese place across the street, where I later enjoyed Penang shrimp curry.

Store DThis very large gun store featured an

indoor range with a wide assortment of rental guns, including an S&W .460 and a .500. The facility is located in a building that has a huge parking lot and great loca-tion in an affluent suburb.

Immediately, two sales associates tag-teamed to find out what I wanted. They showed me S&W revolvers as mentioned above, and also showed me another work-horse, a Blackhawk .454 Casull. They even offered to put a rail and a scope on the gun when it came in.

Smooth and effortless. They even knew the least caliber I needed right away. They knew what the gun needed to be able to do the job and walked me through my options. And, they asked me if Id ever shot it before, or if I wanted to try it out on their range.

howd they Do?Customer Service

Product Knowledge

Product Availability

Winner: store

Dit was a tough call between stores C and D. i gave the nod to store D because of the quality of the facility.

Wades Eastside Guns13570 Bel-red road Bellevue, WA 98005 425-649-5995 wadesguns .com

store

A

had i been a normal customer, i might not have stayed.

When they finally waited on me, i think it was for the freak factora woman who hunts with a handgun.

The first sales associate might have done better tell-ing me about the various freeze-dried concoctions on the shelf. The second knew that a smith & Wesson would work afield.

Only available online. Gave me a printout of a smith & Wesson revolver.

store

B

store personnel should know perti-nent game regula-

tions cold. i wasnt asking about an obscure regulation.

A self-defense handgun for hunting? please.

pulled out a smith & Wesson Governor and said, This should work.

store

C

Two sales associates were at my service immediately. i love

shopping on weekdays dur-ing the morning hours.

Knew it. lived it. Could sell it.

had some used options, but would order a new one. They werent sure how long it would take to get an s&W of that caliber, however.

store

D

professional, courte-ous, and knowledge-able, with good eye

contact and listening skillsthese associates were gun charm-school honor grads.

Walked me through the process in record time, and they really had me sold on a ruger Blackhawk.

They had several new ones in stock, and they could order others online.

SCorInG SyStEm: Outstanding: Very Good: Average: Fair: poor:

SHB0313_UCS.indd 29 1/14/13 6:11 PM

photo credit


SHB0313_OPT.indd 30 1/15/13 3:28 PM

february/march 2013 Shot BuSineSS 31

PHOTO CREDIT

The tre

shot business -- february/march 2013

Documents

business februarymarch

shot business

s h o o t i n g

nssf volume

robert sadowski

smart way

remingtons new model

nssf compliance toolbox