shot business -- june/july 2012

NSSF VOLUME 20, NUMBER 4 JUNE/JULY 2012

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

NSSF

FIRING LINE: Ruger’s new 1911 .45 ACP is a return to tradi-tional steel-frame elegance Pg. 24

GOOD STUFF: Vanguard’s spotting scope and tripod are an unbeatable duo Pg. 44

The latest in guns and gear, including optics, for the law enforcement community

ALSO IN THIS ISSUENo question, scenario shooting

games are red hot. But are you ready for the hottest game

of all? Pg. 38

LAW

2012ENFORCEMENT

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JUNE/JULY 2012 ❚ SHOT BUSINESS ❚ 1

SHOT BUS INESS ❚ JUNE/JULY 2012 ❚ VOL . 20 , I SSUE 4 CONTENTSCOVER: C

LIFF VOLPE/T

ACTICALIM

AGES.COM

Departments

2 EDITOR’S NOTE Entering a different world can revitalize your business

5 NEWS BRIEFS Sellmark opens new HQ; Norma’s African PH ammo for sale in U.S.; Nikon releases new Monarch binos

22 FYI Don’t waste time analyzing the zombie craze—make money on it

24 FIRING LINE The Ruger SR1911 is elegant in appearance and performance

26 UNDERCOVER SHOPPER Scouring the DC area for a waterfowl shotgun

44 GOOD STUFF Vanguard offers high-quality optics without the high price tag

46 WHAT’S SELLING WHERE

52 NEW PRODUCTS Zeiss’ Victory HT binocular; Sims’ vibration-absorbing Limbsaver sling; I.O. Inc. reintroducing improved Hellcat pistol

Features

NSSF Update 15 FROM THE NSSF

Networking, new products: At the 2013 SHOT Show, you just can’t miss

16 PROTECT YOUR RIGHTS Add the 2012 Gunvote link to your website

17 REPORT UPDATES FIRST SHOTS’ EFFECTIVENESS The results keep getting better and better

17 NEW NSSF APP TELLS YOU WHERE2SHOOT

18 NSSF DELIVERS VALUE 19 YOU SHOULD KNOW Ranges will get more attention at the 2013 Shooting Sports Summit

20 FROM MY SIDE OF THE COUNTER NSSF videos enhance staff training

28 LAW ENFORCEMENT 2012 This is a category that remains red hot, with no indications of slowing down. BY CHRIS CHRISTIAN

38 DRAW OF THE DEAD The latest shooting-scenario game is spreading like a pandemic. And the best thing about zombies is that they’re attracting a new, young audience. BY LARRY AHLMAN

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Slaton l. White, editorMargaret M. nussey, Managing EditorDavid e. Petzal, Shooting EditorJohn Burgman, 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, Vice President, group PublisheraDVertiSing: 212-779-5316gregory D. gatto, Advertising DirectorPaula iwanski, National Sporting Goods DirectorBrian Peterson, West Stephen Mitchell, Southeastelizabeth a. Burnham, Associate Publisher, Marketing & Online Servicesingrid 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, Terry SnowChief 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 20, issue 4. Copyright © 2012 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. REPRINTS: Wrights Reprints, 877-652-5295. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 422494, Palm Coast, FL 32142-2494.

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 10016

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

nSSf

Hearts & MindsReaching out to youth shooters takes an imaginative turn

T his month, in addition to our annual look at new LE gear, we’ve doubled-down on zombies. On page 38, you’ll find “Draw of the Dead,” by Larry Ahlman,

proprietor of Ahlman’s Guns, which hosts (in conjunction with DPMS) the Outbreak Omega zombie shoot, now in its sixth year. You’ll also want to take a look at “Making Dollars Off the Undead,” on page 22.

Our bet seems to have better odds than any of the blackjack tables in Las Vegas, mainly because the walking dead were the talk of the 2012 SHOT Show, and many manufacturers were scrambling to unleash zombie-themed products. Not everyone, however, is happy about the trend. One attendee I talked to said, “I don’t get it. This is just a passing fad, right? It’s ridiculous.”

Though you may believe zom-bies are just a passing fancy, you can’t afford to dismiss what’s going on. In fact, you should embrace the undead, because the interest drummed up by this new form of scenario shooting will remain. Another key factor: This kind of shooting is draw-ing in a completely new customer, one who needs a lot of gear to compete.

Adam Ballard, product manager for DPMS, who helped organize the first Outbreak Omega, has seen the event grow from fewer than 100 participants to almost 1,000—in just five years. “We didn’t set out to capitalize on zombie-mania when we started this,” he says. “We just wanted to host an event where people could see our stuff, do some shooting, and have fun. One of our team brought up the zombie craze at the last minute, as an out-there idea when we were searching for a theme. And it just kind of went from there.”

That’s the understatement of the year. Tenfold growth in five years? Some “out-there” idea.

With that kind of growth, it’s no wonder major manufacturers are getting in the game. John Trull, vice president of product manage-ment and marketing at Remington Arms, attended last year’s Outbreak and says the industry needs to wel-come these new shooters. “We live in a different world,” he says, one where shooting-sports manufactur-ers are now competing with video-game manufacturers for the hearts and minds of the young. “The

positive element is that many of these games have created a new awareness among young folks of the shooting sports and the prod-ucts offered.”

And, as Ahlman notes, “Zombie shoots tend to make a connection between these electronic, fantasy-based games and an actual outdoor activity.” Shooting sports retailers should nurture that connection: It’s the pathway to a new genera-tion of customers.

2 ❚ Shot BuSineSS ❚ JUNE/JULY 2012

eDitor ’S note

Slaton l. White, Editor

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news br iefsNEWS ❚ PROMOTIONS ❚ AWARDS ❚ OUTREACHBits &

PiecesH&G to Sell Down-N-Dirty Calls

Hunting call manufacturer Down-N-Dirty Outdoors recent-ly announced that it has retained the services of H&G Marketing to sell its complete line of calls throughout the West, Midwest, Eastern, and Mountain Central regions of the country. With 20 sales associ-ates, the H&G Marketing team will handle a 34-state sales ter-ritory for Down-N-Dirty.“H&G Marketing brings the

distribution, knowledge, and experience that DND needs right now, especially with the recent launch of the Haint gob-ble call,” said Mark Coin, Down-N-Dirty’s president. Simpson Sales Company will

continue to handle the sales of Down-N-Dirty products in the Southern United States.

5.11 Tactical to Work with Outtech

5.11 Tactical recently joined forc-es with Outtech in a partnership that will enable 5.11 Tactical to continue improving its presence in outdoors channels. Tom Davin, CEO of 5.11

Tactical, said, “5.11 Tactical’s pri-mary focus will always be to serve the most demanding law enforcement and military pro-fessionals. Outtech’s capabili-ties in the outdoors industry cre-ate the perfect synergy between 5.11 and its market demand.” Outtech’s president, Jay

Scholes, said, “Outtech is dedi-cated to growing and expand-ing the 5.11 brand in the 30-billion-dollar-per-year outdoors market. Our passion for the outdoors, combined with 5.11’s quality products and outdoor roots, will expand 5.11’s pres-ence in our market.”

Sellmark Opens New HeadquartersMore than 150 visitors celebrated the grand opening of Sellmark

Corporation’s new 33,000-square-foot headquarters on March 30, 2012, in Mansfield, Texas. The celebration included a ribbon cutting from the Mansfield Chamber of Commerce and featured an airgun shooting sta-

tion, binocular and spotting scope viewing, and drawings for Sightmark, Firefield, Pulsar, and Yukon products, which Sellmark produces.

“We had much to celebrate, finally com-bining our corporate office and the ware-house,” said Dianna Sellers, CEO of Sellmark Corporation. “It was good to see so many people in Mansfield supporting Sellmark’s efforts to grow a business here.”

Reasons behind the move included a rapidly growing workforce, as Sellmark has doubled the number of its employees in just two years and plans to add another 20 percent within the next six months.

Sellmark also plans to grow its law

enforcement and military product range to include more Generation 3 night-vision, digital, and thermal systems. The new facility will be able to handle the increase in sensitive material and technol-ogy being produced. Growth in this area will lead to an increase of U.S. production of products, a high priority for the com-pany. The new facility will also be ITAR-compliant, allowing research and develop-ment, production, and distribution of defense-related articles.

“We are happy to see our dream real-ized,” said Sellers. “In such difficult eco-nomic times, we are thankful to the city of Mansfield for working with us. We have worked well with Mansfield since 2003, and look forward to being part of this great city for a long time to come.”

Sellmark’s new HQ is outfitted to handle even more defense-related items.

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Big Rock Raises $10K For Youth ShootingBig Rock Sports recently held a silent auction in Raleigh, North Carolina, that generated $10,000 in support of youth shooting sports. The auction, which took place at the Big Rock Sports East Dealer Show, was made possible with donations from several ven-dors in the shooting sports indus-try, and all proceeds from the event went to the Youth Shooting Sports Alliance (YSSA), a nonprofit orga-

nization that helps facilitate fire-arms training for youths through qualifying organizations, such as Boy Scouts of America, 4-H units, JROTC units, and Royal Rangers.“We are thrilled with our partner-

ship with Big Rock Sports,” said Steve Miller, executive director of the Youth Shooting Sports Alliance. “It’s a pleasure working with a com-pany that shares our passion about recruiting and retaining youth in the shooting sports.”“Big Rock Sports has been a

long-time supporter of the YSSA,” said Gary Zurn, senior vice presi-dent of marketing at Big Rock Sports. “Hunting and shooting are a passion for us at Big Rock Sports, and we want to help strengthen the industry and guide future gen-erations into these sports.”

The $10,000 raised will go a long way toward youth shooting sports.

news br iefs

Stealth Cam’s Smallest Ever Stealth Cam recently launched its newest scout-ing camera, the Core. Stealth Cam designed the new Core with its exclu-sive TRIAD technology, which incorporates three technologies—video, still imagery, and time lapse—into one package. Other Stealth Cam models like the Sniper Pro have proved popular with shooters, but the Core is Stealth Cam’s most under-sized camera yet.

The Core’s video setting is capable of 10, 20, 30, 60, or 90 seconds of video recording with audio. The camera features two resolution settings—3MP or 1.3MP—along with a time-lapse function.

The camera features a low-battery indicator, and a USB output for upload-ing the footage to your computer. An SD card slot in the Core accepts a memory

card of up to 16 GB in size.

The Core is ultra-com-pact, and its size makes it easily concealable and securable in the woods. The camera is equipped with a 4-digit security code system. The one-second trigger speed also features a burst mode, which captures 1 to 9 images per triggering. The 40 IR (infrared) emit-ters, with a range of 50

feet, provide pictures at night or at low-light times of the day.

A time/date/moon phase/temperature stamp on video files gives the user informa-tion about the wildlife habits. The Core’s miniature package is protected in a weath-erproof, 3-D digital camo housing for use in various weather conditions.

The Core operates on 8 AA batteries. The SRP is $119.99.

The Core offers a number of features in a handy, easily concealable size.

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Minox Partners With Mule Deer FoundationMinox USA has a new objective: mule deer conservation. And to that end, the optics manufacturer recently announced a new binocu-lar—the Limited Edition MDF BV II 10x42—to help wildlife conserva-tion. For every binocular sold, Minox, in partnership with the Mule Deer

Foundation (MDF), will donate $25 to mule deer conservation. Minox is also a proud new MDF partner in conservation.“We at Minox believe very

strongly in conserving our wildlife, their habitats, and our sporting traditions,” said Matt Suuck, sport optics manager for Minox. “We could not imagine a better partner to work with in achieving these goals than the Mule Deer Foundation. Our mule deer herds need all the help they can get, and we believe that the proceeds gen-erated from this binocular will cer-tainly help the efforts put forth by the Mule Deer Foundation.”According to MDF CEO Miles

Moretti, “Minox understands the

value of cause-related marketing. Teaming up with one of the most efficient conservation groups focused on an icon of the West is not only good for business, but it’s the right thing to do for wildlife and the future of hunting.”The MDF BV II 10x42 binocular

boasts features associated with all Minox products, including: German-engineered precision

optics with M* multi-coatings Full aluminum housing and pro-

tective rubber armoring for field durability German design and ergonomics Nitrogen-filled waterproofing

down to 10 feet Minox Lifetime Total Coverage

warrantyThe Minox Limited Edition Mule

Deer Foundation BV II 10x42 bin-ocular is now available for retailers with an SRP of $339.

Emblazoned with the Mule Deer Foundation logo, every Minox MDF BV II helps mule deer conservation.

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Norma Unleashes New PH-Inspired Line of Ammo

Norma USA, a subsidiary of the Swedish ammo manufacturer Norma Precision, recently launched its new Norma USA American PH ammunition line world-wide. In addition, and of particular note to dealers, the company is making Norma African PH available within the United States.

Norma’s American PH line is designed and engineered specifically for the demands of American sportsmen, according to the company. What, exactly, does that mean? The new lineup of pre-cision-grade ammunition features bullet and powder combinations in 50 calibers, from .243 Win. to .340 Weatherby, as well as many calibers in between, mak-ing it appropriate for a number of differ-ent American game species and hunting situations.

All Norma cases are carefully inspected to ensure proper bullet seating and primer pocket alignment. Included in the new American PH ammunition line are the popular Oryx and Kalahari bullets. The Oryx bullet expands rapidly upon impact without fragmentation, creating a large wound without damage to the surround-ing meat.

The Kalahari bullet can meet any challenge on the open ranges of the Midwest or in the mountains out West, where long shots are more common. Its design ensures high velocity within safe pressures to give a flat trajectory. The com-pany notes that it also gives “the best possi-ble ballistic coefficient and lowest wind-drift achievable.” The bullet expansion upon impact is controlled and restricted, providing maximum wounding and deep penetration.

The Norma African PH ammunition, designed for stopping a determined charge from one of Africa’s Big Five, is also now available through Norma USA and shipping from the U.S. warehouse to all major U.S. retailers. This lineup was developed to optimize traditional ballistic criteria, which, in turn, are responsible for perhaps the most important criterion of all when hunting African game—stop-ping power. The Norma African PH line up is made up of 23 combinations, from .375 Flanged Mag. Nitro Express to .505 Mag. Gibbs.

Norma USA recently launched its American PH line of ammunition in 50 calibers. Also of note: Norma’s popular African PH ammo is now available to U.S. dealers as well.

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Nikon Releases New Monarch BinocularsN

ikon recently unveiled its new-est binoculars suited for hunt-ers and shooters, the Monarch 5 All-Terrain Binoculars. The

binoculars are designed with a rugged

casing and incorporate Nikon’s exclusive Eco-Glass for all lens and prism ele-ments. (The “Eco” is a reference to the fact that the glass is made without arse-nic or lead.)

The full-rubber armored body is O-ring-sealed and nitrogen-purged for waterproof and fogproof reliability. The SRP for the Monarch 5 ranges from $279.95 to $359.95.

NIKON’S MONARCH 5 BINOCULARS’ FEATURES AND OPTIONS INCLUDE: Dielectric high-reflective multilayer

prism coating to provide almost the same brightness as that perceived by the naked eye, and clear, high-contrast images that display accurate color reproduction. Fully multi-coated lenses for bright-

ness and resolution. Lightweight, slim design for easy

and extended carrying in the field. Smooth central focus knob Fast range-of-focus Multi-setting, click-stop eyecups for

viewing with or without eyeglasses. Precision-aligned optics for extend-

ed viewing on a variety of terrains, and in a variety of visibility conditions. Available in a number of configura-

tions, including 8x42 in Realtree camo, 10x42 in black, 10x42 in Realtree camo, 12x42 in black, and 12x42 in Realtree camo. Lead-free and arsenic-free Eco-

Glass prisms

FIND OUT MORE AT www.rockriverarms.comPre-production model pictured. All specifi cations and pricing subject to change without notice.

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The U.S. Army Taps Remington to Provide Thousands of M4 and M4A1 CarbinesRemington, a member of the Freedom Group family of companies, announced the award of an indefinite delivery/indefi-nite quantity contract for the procure-ment of a maximum of 120,000 M4 and M4A1 carbines by the United States Army Contracting Command in Warren, Michigan, this past April.

“It is a great honor to be awarded this contract from the United States Army,” said John Day, vice president, Remington Defense Division, and former Marine and Iraq War veteran. “Our workforce is extremely proud to be adding this com-bat-proven carbine to the Remington Defense family alongside our combat-

proven sniper rifles, suppressors, and shotguns. We will produce these car-bines with the same diligence, attention to detail, and quality that snipers and shooters worldwide expect from Remington.”

The M4 and M4A1 carbines are the U.S. Army’s primary individual combat weap-ons, and will be produced by Remington to the U.S. Army’s M4 technical data pack-age. The Army has initially ordered 24,000 M4A1 carbines from Remington; deliver-ies will start in September 2013.

“The innovation, quality, and reliability of Remington rifles have made our com-pany a leader in defense markets around the world,” said General Michael W. Hagee (USMC, Ret.), a Remington Arms board member and former commandant of the Marine Corps.

“The chance to expand our strong mili-tary and defense presence producing M4s for the U.S. Army is a great opportunity,” added General George Joulwan (U.S. Army, Ret.), also a Remington board member and former Supreme Allied Commander of Europe and head of NATO Forces.

George Kollitides, chairman and chief executive officer of the Freedom Group and Remington Arms, commented on Remington’s multi-year interest in provid-ing arms for the military. “Over the past four years, we have made a substantial investment in Remington’s ability to com-pete in the government small arms space by modernizing our production facilities. We see this award as proof that an American manufacturing company can still expand its product offerings and compete in this mod-ern age to provide best-in-class weaponry to our troops.”

The M4 and M4A1 carbines will be produced for the U.S. Army at Remington’s core rifle

manufacturing facility in Ilion, New York.

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SHB0712_NWB02.indd 10 5/15/12 11:58 AM

New Concealed-Carry Group Formed Taurus and Rock River Arms recently announced their support for a newly formed organization known as the Armed Citizen’s Alliance (ACA).

The ACA is expected to gain more backing as word of its formation spreads. It is a non-profit corporation aimed at providing an avenue for “ordinary” citi-zens to practice, train, and familiarize themselves with the use of concealed- carry handguns and other personal defense firearms in a safe and organized recreational context.

“It is an honor, as well as our obliga-tion, to become part of a pioneering orga-nization taking the initiative to guide and educate responsible citizens to safely pro-tect themselves and their families,” said Mark Kresser, president and CEO of Taurus International. “The insight expressed toward personal defense by the ACA is based upon professionals that believe self-reliance becomes a responsibil-ity of the individual.”

Chuck Larson, co-owner of Rock River Arms, said, “We are a huge supporter of any organization willing to offer an opportunity to the average firearms owner such as this. We support our Second Amendment rights and agree that we can all make a safer country by being responsible citizens.”

As an ACA Sponsor Member, Rock River Arms will be a Stage Sponsor for the National Armed Citizen Challenge (NAC 2). This event is a “sports fair” for the armed citizen and the first event of its kind. It will host vendor displays, product demonstrations, and hands-on product usage opportunities offered by ACA sponsors, industry partners, and

supporting manufacturers. Much like other shooting and hunting

organizations, the ACA has several objectives related to being a go-to resource for members of the shooting community, novice and veteran alike.

The ACA will provide the overall concealed-carry and personal defense

community and industry with an organi-zation to which personal-defense fire-arms customers can turn as their “first-contact” channel for practice and famil-iarization. This will include the encour-agement of constant and productive concealed-carry practice, preparation, and training.

As the concealed-carry market continues to boom, the ACA is quickly gaining support from members of the shooting community.

SHB0712_NWB02.indd 11 5/14/12 1:05 PM

12 ❚ SHOT BUSINESS ❚ JUNE/JULY 2012

news br iefs

On the Move New and noteworthy hirings and promotions in the industry

Vince AbramsVince Abrams has been named the new senior product manager for Bushnell Outdoor Accessories. Abrams has more than 15 years of product manage-ment experience, and a strong shoot-ing industry back-ground, most recently at GAMO.

Kevin Farrelly Crosman has hired Kevin Farrelly for the newly created position of director of operations and supply chain. In his new position, Farrelly will oversee planning manage-ment, procurement, and warehousing for the firm. Farrelly joins Crosman from UTC Retail.

Robert DeRosier Robert DeRosier, recently of Outdoor Hub, has been named marketing executive oversee-ing all of Vanguard’s Outdoor Division’s North American marketing activities. DeRosier has expe-rience in advertis-ing, content man-agement, and social marketing.

Michael Holley Savage Arms has appointed Michael Holley as national sales manager, in charge of managing the national net-work of sales repre-sentatives, distribu-tors, and retailers on a day-to-day basis. An avid hunt-er, Holley brings with him 28 years of sales experience.

Pete Angle With more than 17 years of marketing experience, Pete Angle has been hired as Mossberg’s director of market-ing. Angle previous-ly served as senior marketing manager for Under Armour; he now brings his extensive network of contacts to the Mossberg team.

Nikon Introduces “Next Generation” of Prostaff Laser Rangefinder

Nikon recently released its new Prostaff 5 Laser Rangefinder, and with it, a

promise that the compact product will “eliminate the guesswork” associated with taking a shot at any range.

A lofty claim, as any hunter will attest. But the company has put a lot of thought into the Prostaff 5, from its glass to its aggressive styling and palm-sized ergonomics—which hap-pen to make it 10 percent smaller than its predecessors.

Internally, the new Prostaff ’s 6x21 multi-coated optical system boasts a large ocular lens and optimized viewfinder display to provide a wide field of view for immediate subject acquisition and maximum ranging speed.

The Prostaff 5 is capable of rang-ing precision out to 600 yards, and has eye relief of 18.3mm.

But a feature the company is tout-ing above all the rest is the Prostaff ’s ability to enhance the display when needed. An easy-to-read LCD offers maximum contrast against the viewed image, while a switchable LED feature adds additional contrast as needed.

What does this mean to sports-men? The Prostaff 5 can range in virtually any light conditions—a claim that not many other rangefind-ers can make. Its waterproof/fog-proof construction makes it well-suited for a variety of hunts.

Sportsmen will have to judge for themselves if the new Prostaff indeed lives up to its promise and eliminates all the guesswork. But it’s certainly a step up from previ-ous models. A black version has an SRP of $229.95, while a Realtree APG model is suggested to run for $249.95.

The Nikon

Prostaff 5 is 10 percent smaller than

its predecessors, ergonomically fit-

ting the user’s palm.

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june/july 2012 ❚ SHot BuSineSS ❚ 15

updateby CHRIS DOLNACK , NSSF SR . V.P. AND C .M .O.

2013 SHOT Show: You Just Can’t Miss Networking, new products, education

T he SHOT Show is the one place where firearms retailers can see everyone and everything they need to gain a competitive edge. You can meet the top executives and product designers

from every major manufacturer in the industry, touch and feel all of the newest products, take advantage of deals that you will only find at the SHOT Show, and attend world-class education programs designed specifically for firearms retailers.

“I go to three distributor shows to place my program orders, but I would never miss SHOT Show,” said Joe Keffer, owner of the Sportsman’s Shop in New Holland, Pennsylvania, and retailer representative on the NSSF Board of Governors. “The net-working, face-to-face meetings and educa-tional sessions are invaluable to our contin-ued success in a very competitive market area. Where else can you get all of that?”

The SHOT Show energizes the entire community, and many attendees leave feel-ing more positive about their industry. Though many retailers come to see what is new, they also come to see old friends, meet

knowledgeable or well-known industry pro-fessionals, or even get autographs from celebrities such as rocker/hunter Ted Nugent, Aerosmith front man Steven Tyler, NASCAR’s Kerry Earnhardt, NFL Hall of Famer Lynn Swann, country music star Zac Brown, comedian Jeff Foxworthy, and Gunnery Sgt./actor R. Lee Ermey.

“What I especially like about the show are the contacts I make,” said Bill Powell, owner of World of Sports, a retailer in Florence, South Carolina. “Where else can you meet all of the CEOs and other execu-tives from every manufacturer? I also can’t say enough about the New Product Center. It offers some tip-offs to new products that

will have real potential for my business.”Face-to-face interaction with manufac-

turers is commonly rated among the top reasons retailers attend the show. You get to talk directly with the decision-makers at a company about their products; the opportunity to do business face to face at the show is something you can’t find any-where else.

The SHOT Show is widely recognized as the official kickoff to the industry’s sales year. The show helps determine what prod-ucts will be the top sellers in stores across the country for the coming year. Each year’s show generates a buzz for new prod-

ucts launched by major manufacturers and also exposes a number of new gems from smaller companies carving their way into the market. These lesser-known items can add significant margin dollars to a retailer’s bottom line.

Another SHOT Show highlight is the retailer educational sessions, such as SHOT Show University, a full day of seminars held the day before the show opens. The packed agenda features some of the most respected voices in the business, firearms, information technology, and retail industries.

Retailers who can’t make it to SHOT Show University can still go to four addi-tional educational sessions on Wednesday

and four on Thursday. Sessions last just over an hour each, and cover a broad range of topics including ATF and NICS compliance, using social media to drive sales, firearms import/export, store security, media train-ing, how to buy and sell used guns, and hir-ing for winning results.

Larry Ahlman, owner of Ahlman’s Guns Inc., in New Ulm, Minnesota, says, “The best thing SHOT Show University does is recharge my batteries and get my motor running. At the end of the day, I’m anxious to get back to my store and try out some of the new things I’ve learned.”

If all that weren’t enough, your participa-tion in the 2013 SHOT Show also helps to secure a bright future for our sports and our industry. Revenue from the SHOT Show allows NSSF to guard your rights and business interests through an active govern-ment relations program, and supports our customer-recruitment campaigns such as Families Afield and First Shots, along with a myriad of retailer benefits.

Meeting with industry movers and shak-ers, checking out new products from major manufacturers, discovering small manufac-turers that you can keystone, and staying on the cutting edge of retailer education—when you add it all up, you just can’t miss at the 2013 SHOT Show, to be held Jan. 15–18 at the Sands Expo & Convention Center. Learn more at shotshow.org.

from tHe nSSf

You get to talk directly with the decision-makers at a company about their products; the opportunity to do business face to face is something you can’t find anywhere else.

Chris dolnackSenior Vice President &

Chief Marketing Officer, NSSF

SHB0712_FRM.indd 15 5/8/12 2:40 PM

Dunn to HelmNSSF MarketingComm. TeamBill Dunn, a seven-year employee of the National Shooting Sports Foun-dation, has been named managing director, market-ing communications. During his tenure at

NSSF, Dunn has distin-guished himself in the posi-tions of public relations coordinator, manager of public relations and new media, and, most recently, director of emerging media. Dunn was named Digital Communicator of the Year in 2010 by PR News.Dunn will supervise all

members of NSSF’s mar-keting communications team; he, in turn, will report to Chris Dolnack, NSSF senior vice president and chief marketing officer.“Bill brings diverse com-

munication skills, having been a journalist, and is widely recognized for his knowledge and leadership,” said Dolnack. “His knowl-edge of both traditional and emerging media com-munications positions us to continue to move forward in expanding our initiatives to promote, protect, and preserve hunting and the shooting sports.”Dunn takes the reins from

Mark Thomas, who assumed a position with Kimber Manufacturing.

Protect Your Rights: Add the Gunvote Link to Your WebsiteThe National Shooting Sports Foundation is encouraging its members and others to proactively use its #gun-vote icon on their websites and other electronic communica-tions. The goal is to remind hunters, shooters, and gun owners that together they can make a huge impact at the polls this Election Day. Clicking the icon will bring them to NSSF’s #gunvote website, where they can learn about candi-dates’ stances on hunting and gun-control issues. The icon also serves as a reminder to

individuals to share information they obtain about candidates on Twitter by

using the #gunvote hashtag. Please download and use the button, available at the NSSF home page at nssf.org.

“An educated voter is a responsible voter,” said Steve Sanetti, president and CEO of NSSF. “NSSF wishes to help voters become edu-cated on the issues and the candidates regarding shooting sports and fire-arms freedoms.”The #gunvote campaign

helps deliver NSSF’s message to register to vote, become educat-

ed on the candidates and the issues, and vote—and encourage friends, fami-ly, colleagues, and customers to do the same.

First Shots Big City Tour Rolls OnAfter successful seminars at several shooting facilities in the Chicago and Madison, Wisconsin, areas on Nov. 5, 2011, brought more than 300 people to the range for the first time, the First Shots Big City Tour rolled in to the Miami and Sacramento envi-rons on opposite ends of the continent on March 3, achiev-ing similar results: hundreds of shooters gaining an education on firearms fundamentals and local gun ownership laws, while discovering the joy of shooting under the supervision of certified instructors.

The seminars were open to men and women 21 years of age and older, as well as those 18 to 20 who were accompa-nied by a parent or guardian.

“I am finding that people everywhere are eager to learn about gun ownership,” said First Shots manager Tisma Juett.

“And why shouldn’t they?” she added. “Target shooting is fun and can be enjoyed with friends. Owning a gun also provides security for individu-als and their families.”

Next stop on the First Shots Big City Tour is the Washing-ton, D.C., area on Saturday, Aug. 25. Ranges interested in participating may contact Juett at [email protected].


UPDATE

The First Shots Big City Tour has been traveling the country, introducing newcomers to the fun of the shooting sports under the guidance of certified instructors.

SHB0712_NSF.indd 16 5/8/12 2:38 PM

© 2012 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 Foundation’s prior express written permis-sion. All other company and product names are trademarks or registered trademarks of their respective owners.

New NSSF App Tells You Where2Shoot NSSF has launched Where2Shoot, a mobile app for the iPhone and iPod Touch. The app—available for free in the iTunes App Store—puts North America’s most comprehensive directory of shooting ranges in the palm of your hand. It also includes safety information, news, and video tips for shoot-ers. Where2Shoot lets users search for ranges near their cur-rent location, as well as by zip code and state. It provides spe-cifics about each range, includ-ing shooting activities offered, accessibility, and contact info. The app is modeled after

NSSF’s popular WhereToShoot.org website, and is updated fre-quently with range information in every U.S. state and Canadian province. New tips are also added regularly. You can scan the accompanying QR code with your device to learn more and to download the app.If your shooting facility is not

listed in the WhereToShoot database, or needs to be updat-ed, go to wheretoshoot.org and enter your data so it can be included in updates .

Report Shows Rise in Handgun and Rifle Imports Over the past five years, handgun imports have increased 23 percent while rifle imports have risen 8 percent and shotgun imports have decreased 27 percent. This and a variety of other data are available from NSSF.

“A great amount of data is available but being under-utilized,” said Jim Curcuruto, NSSF director of industry research and analysis. For example, the U.S. International Trade Commission (ITC) is responsible for posting import statistics for thou-sands of products each month. The National Shooting Sports Foundation collects this monthly data and focuses on six import categories on which to review and report: hand-guns, rifles, shotguns, muz-zleloaders, cartridges, and shotshells. By reviewing

annual data and identifying historical trends, industry members can develop a hypothesis that may aid their business planning.

Through other data available from ITC, NSSF can track from which coun-tries and what products the United States is importing.

From ITC data, it is evi-dent, for example, that Austria, Brazil, and Germany are the top coun-tries exporting handguns into the United States. Additional import data and research can be found by NSSF members at nssf.org/research.

New Report Updates First Shots’ EffectivenessThe results keep getting better and better for NSSF member ranges hosting First Shots events. NSSF’s introductory shoot-ing program has an impressive track record of recruiting new cus-tomers and members to host facilities.

NSSF has updated the “First Shots Industry Intelligence Report” with the most recent figures from participant follow-up surveys. The report provides an over-view of participant pro-files and quantifies the value of developing new

target shooters. NSSF members who log in to the Members Only section of nssf.org may access this and other reports

by clicking “NSSF Industry Research” and then “Industry Intelligence Reports.”

Since the program’s inception in 2005, range operators across the country have embraced First Shots as a fresh approach to publicizing their services in their community. The program has brought remarkable results to many participat-ing ranges.


NSSF tracks indicators of the health of the shooting sports industry, including the rise in handgun and rifle imports over the past five years.

NSSF® Report

U S International Trade Commission. U.S. International Trade Commission

Annual Handgun Imports (in units) 2001 - 2011.

2011 top three

countries for

import ofimport of

Handguns:

1) Austria

2) Brazil) a

3) Germany

Source: USITC

SHB0712_NSF.indd 17 5/9/12 9:47 AM

18 • SHOT BUSINESS • MONTH 2010

G

NSSF DELIVERS VALUE

Promoting the great American tradition of hunting and shooting is what the National Shooting Sports Foundation is all about. For our members, it’s more than a sport; it’s a way of life. Join the more than 7,000 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, visit www.nssf.org/join or contact Bettyjane Swann, NSSF director of member services, at 203-426-1320 or [email protected].

ONE MEMBER’S EXPERIENCE

Interested in NSSF Membership?

WWW.NSSF.ORG

Member: Richard D. Sprague, owner/president

Business: Sprague’s Sports Inc. Yuma, Arizona

Description of Business: “Sprague’s Sports Inc. was founded in 1956 by George W. Sprague. We are celebrating our 56th year in the shooting sports business here in southwest Arizona on the very same piece of property. I purchased the business from my father in

1984, and in 2005 built a new facility with an indoor range and classroom. Sprague’s has 22 full-time employees.”

On Voter Education: “#GunVote 2012 is going to be extremely important heading into this fall’s election. Those of us in the shooting sports business need to remind our staff and our customer base of the importance of knowing the issues and candidates, and being in a position of making our vote count. Seemingly little things are important, such as reminding people to be sure their voter registration is current, finding their polling place, and encouraging them to lead their families in this effort, too. You can find loads of valuable research information on NSSF’s website under “GunVote.” Direct your customers to this site by using nssf.org/gunvote in your advertising to further get the word out. Our customer base has never been larger, so let’s organize our strength for positive results at the polls this fall.”

Value of NSSF Membership: “The National Shooting Sports Foundation is our front line—true industry professionals who work hard to create and educate, with so many great programs to grow our industry and ensure our future. Be sure to visit nssf.org often to keep abreast of all that is offered to all shooting sports professionals.”

#GunVote 2012 is at the heart of the National Shooting Sports Foundation’s voter education campaign for the 2012 elections. NSSF’s goal is to get every eligible shooter and hunter to register, become educated on the candidates and the issues, and make sure their friends, family members, business associates, and customers do the same—and then vote. The #gunvote icon also serves as a reminder to individuals to share information they obtain about candidates on Twitter by using the #gunvote hashtag. NSSF urges everyone to download and use the button, available at the NSSF home page at nssf.org, and place it on your website.

VOTER EDUCATION IS KEY

Richard D. Sprague

SM

SHB0712_DEL.indd 18 5/8/12 2:39 PM

Summit Becomes More Inclusive Than EverRanges will get even more attention at the 2013 Shooting Sports Summit and Shooting Range Symposium

I n June 2008, the National Shooting Sports Foundation (NSSF) hosted its Shooting Sports Summit in Colorado Springs. Its pur-pose was to bring the industry together to discuss the challenges

we face and to identify ways to overcome them. Manufacturers, state agencies, shooting sports organizations, shooting ranges, and firearms retailers were among those in attendance.

There, we addressed a growing trend—the steady decline in participation, not just in the field, but at shooting ranges, too. Access and opportunity are two pri-mary reasons for this decline. Because of this challenge, the summit produced a new goal for us as an industry: to increase hunting and shooting sports participation by 20 percent by 2014.

Since 2008, NSSF has hosted two more Shooting Sports Summits, in June of 2009 and 2011. As we begin to prepare for our next Shooting Sports Summit, scheduled for June 2013, we plan to add new compo-nents to attract the shooting range audi-ence. Its name—2013 Shooting Sports Summit and Shooting Range Symposium— should make that clear to the range indus-try. Who should attend? Everyone that plays a key role in the operations and man-agement of their shooting- and hunting-related business or organization. This includes range owners, managers, gun club representatives, and shooting instructors. You all will take something away from this special gathering.

All of the valuable sessions and speak-ers offered in the past will lay the ground-work for the 2013 agenda. NSSF, however, also recognizes the importance of further educating shooting ranges, which is what we plan to do at the 2013 summit. The range symposium segment will provide valuable resources to help promote, pro-tect, and preserve all types of shooting facilities. As a potential attendee, you might be asking yourself, “What will I, and my range, get out of my attending this event?” If you attended any of the

National Shooting Range Symposiums during the 1990s and in 2000, you proba-bly realize this is one event you can’t miss. NSSF’s plan is to put together an agenda that will provide a variety of tools to help sustain and grow your business and your operation. A sampling of possible topics aimed at ranges might include marketing and promotions strategies, range improve-ment and maintenance techniques, envi-ronmental management, and community relations.

If range owners left previous summits wanting more specifically for their aspect of the shooting sports, they will be pleased to learn they can gain knowledge from attending the 2013 Shooting Sports Summit and Shooting Range Symposium in the following ways.

Educational opportunitiEs Find out more about how to address noise and lead issues from professionals work-ing with ranges. Effective lead-manage-ment programs and the implementation of environmental stewardship plans are just two keys to survival. Learn about how regulatory laws apply specifically to shooting ranges and how to deal with issues to protect yourself, your employees, and your range business. The more sup-port, the stronger we stand. Discover new ways to build on your existing community- and public-relations efforts. Gather insight on how to improve your range to accom-modate the dynamic shooting sports that are attracting new audiences and reacti-vating lapsed participants. Gain knowl-edge to build on your range’s marketing

strategies. Explore new angles of advertis-ing to bring fresh traffic to your range.

nEtworking Everyone within the shooting range community has faced obstacles and challenges needing prompt attention. Other ranges likely already have overcome the challenges your range is now facing. The Shooting Sports Summit and Shooting Range Symposium will pro-vide you with opportunities to discuss your situation with other range owners, managers, and gun club representatives who can help you come up with solu-tions. By sharing our ideas and experienc-es, we are forming a stronger network—an alliance that brightens the future for all shooting ranges throughout the United States.

casE studiEs You will learn of suc-cessful models that your range can adopt and modify to fit your needs; it is much easier than reinventing the wheel. Hear from range owners who have been suc-cessful with efforts covering all aspects of shooting range management, from adver-tising campaigns, recruitment and reten-tion efforts, and successful programs geared toward specific audiences to best management practices.

We are still mapping out the details to meet our goal of serving the shooting range community by providing you with resources to promote, protect, and preserve shooting facilities for generations to come. Stay tuned to all NSSF commu-nication vehicles, including Bullet Points and NSSF Member News, for updated information.


updatEBY ZACH SNOW, NSSF MANAGER , SHOOTING PROMOTIONS

You SHould Know

SHB0712_YSK.indd 19 5/8/12 2:38 PM


UPDATE BY R ICHARD D. SPRAGUE , OWNER , SPRAGUE ’S SPORTS, YUMA, AZ

In-Store Training VideoNSSF videos can enhance and refresh your staf meetings and training sessions

I n-store training is one of the key elements in managing my employees, and I typically hold several sessions with my staff each week. Training sessions are usually held 15 to 20 minutes before

the store opens for business, and those few minutes have become one of the most important tools in our business operation. The meetings typically used to be product-based. If a new product were launched by one of our vendors, we would introduce the product to our staff and go over its selling points and features to help familiarize everyone with the item so they could easily make the sale. For meetings that were not based around a new product, we would instead cover such topics as ads or competitor sales.

The National Shooting Sports Foundation has several training videos that we are now utilizing for our meet-ings. The videos are tailored to the needs of the retailer, and they fit our schedule perfectly. Short and to the point, yet full of information, the videos leave our employees energized with new ideas and empower them to be confident in making selling decisions on the floor.

The videos cover a variety of subjects. Some discuss selling techniques, while other videos provide instruction for a storeÕs operational issues.

The NSSF videos have become a staple for our meetings, and we use them on a regular basis. For example, weÕve used the video titled ÒThe Benefits of Add-On SalesÓ several times in our store. As part of the training, I will focus the conversa-tion on one item that I bring in from the sales floor, and weÕll talk about the added sales that could be made to complement

that one item. Imagine the possibilities of doing that with the merchandise mix in your store.

The most recent meeting we held was in preparation for our upcoming turkey season. I brought in a new turkey gun and asked the employees to list the items that could be added to the purchase. You shouldÕve seen the long list we came up with! Now when a customer comes into our store to buy a turkey gun, heÕll leave having purchased much more than the firearm.

NSSF has gone the extra mile in provid-ing videos to help us in the operation of our business. One video, titled ÒTake StockÑIn Your Store and Firearms Inventory,Ó points out many different areas on which the retailers should focus, while emphasizing the importance of tak-ing regular firearms inventories. It explains the reasons why stores should take consistent inventories.

As the video highlights, taking consis-tent firearms inventory in your store can make the owner or manager aware of many aspects of his operation. For exam-ple, it helps identify paperwork errors, bulges in inventory, and any theft prob-lems. I have shown this video in our train-ing meetings, and it has proven very use-ful for both new hires and seasoned employees alike.

NSSF also includes a pair of videos on identifying and thwarting straw purchases, called ÒDonÕt Lie for the Other Guy.Ó These videos provide a variety of retail scenarios that your staff should be aware of in order to prevent the illegal straw purchase of firearms.

Employee training sessions are an invaluable tool to help you operate your store more effectively. Taking the time to hold short, regular meetings with your staff will pay big dividends in the long run. There are many ways to conduct a training session for your employees, but the National Shooting Sports Foundation, through its videos, has made this manage-ment task much easier.

You can familiarize yourself with NSSFÕs lineup of videos by visiting its website at nssf.org/retailers.

FROM MY S IDE OF THE COUNTER

Taking the time to hold short, regular meetings with your staf will pay big dividends in the long run. There are many ways to conduct a training session for your employees, but the National Shooting Sports Foundation, through its videos, has made this management task much easier.

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22 ❚ Shot BuSineSS ❚ june/july 2012

by scoTT besTulFY I

Making Dollars Off the UndeadDon’t waste time analyzing the zombie craze—get busy and make money from it

M ovie critics might point to the flick Zombieland. Television pundits will claim the surprise hit The Walking Dead. Truth is, none of us has a clue why Americans are so into zombies

right now, or why shooting them (OK, targets representing them; none of us actually believes in the undead, right?) is one of our sport’s current crazes.

Adam Ballard and Larry Ahlman don’t question the trend; they’re too busy orga-nizing the largest zombie shoot in the coun-try. Ballard, product manager for DPMS, started the Outbreak Omega zombie shoot five years ago, and has watched it morph from an 83-shooter event to a festival that now hosts almost 1,000 zombie killers in a single day. Ahlman, owner of Ahlman’s Gun Shop in Morris town, Minnesota, just does his best to host the thing.

“We didn’t set out to capitalize on zom-bie mania when we started this,” Ballard says. “We just wanted to host an event where people could see our stuff, do some

shooting, and have fun. One of our team brought up the zombie craze at the last minute, as an out-there idea when we were searching for a theme. And it just kind of went from there. I don’t pretend to under-stand why zombies are hot, but I believe some of the appeal is kind of an updated version of Cowboy Action Shooting. People are always interested in a survival-ist, worst-case-scenario theme, and zombie shooting must plug into that.”

A survivalist impulse is plausible, but Ballard says one of the keys to the success of the Outbreak Omega event is even sim-pler: It’s fun. “We don’t keep score,” he

stresses. “And that creates a friendly envi-ronment that immediately draws in more shooters. Competitive shooters are going to come no matter what, but a large per-centage of folks who just want to get their feet wet will feel intimidated by a scored event. The word got out in a hurry that this was a fun way to spend a weekend, and the festive atmosphere is a big seller. How often can you tell people ‘I’m out shooting zombies!’ and be serious?!”

Ballard isn’t kidding about the low-key appeal. Although the Outbreak Omega shoot is a 3-Gun affair (shotgun, sidearm, and MSR), a fair percentage of shooters show up without at least one of the catego-ries’ guns. “It’s not unusual for someone to say, ‘I don’t have an MSR, can I do just two of the guns?’ And someone nearby will say, ‘Heck, buy yourself a box of ammo and you can shoot mine!’ I actually bring a few of my own guns along, just to share. It’s one of the most diverse demographics I’ve ever seen at a shoot. We’ve got ex-military and police officers—guys who really know their stuff—and people who are buying gear from vendors and ripping the price tags off as they head for the first station.”

Did I mention the corollary activities? To keep up the carnival atmosphere, many shooters dress in costume—anything from fatigues to movie- or television- inspired getups—and gather afterward for a big banquet. “They top that off with a cos-tume contest,” says Ahlman. “There are several different categories, but each con-testant walks out on a catwalk, a pretty gal holds up an ‘Applause’ sign, and some-one with a sound meter measures deci-bels. People get pretty into it.”

And, Ahlman notes, more than a little currency changes hands that weekend. “All I know is, I gotta have plenty of ammo and guns on hand, and the vendors better be prepared,” he says. “When 1,000 people come here to have a good time in a week-end, it’s a good thing—whether zombies bring ’em or not.” (For a more detailed look at this phenomenon, see “Draw of the Dead,” page 38.)

Hornady is capitalizing on the zombie-action fun with a wide variety of green-tipped Zombie Max rounds.

thwarting navigational nightmaresForget the undead creeps; hosting 1,000 zombie shooters in a single day is enough to give you nightmares. DPMS’s Adam Ballard says the Outbreak Omega shoot succeeds “first and foremost because Larry Ahlman knows how to plan, and he has a great group of range officers,” he says. “We also realized early on that creating enough stations— we’re up to 30 this year—helps spread shooters out. Finally, we’re striving for more pop-up/reactive and steel targets to shorten setup time. In our first years we attempted to create a storyline that unfolded at each target. Big mistake. Now we encourage people to start at different areas—sequential stations would be a disaster.”

SHB0712_FYI.indd 22 5/7/12 4:06 PM

BN_044678_SHB0712.indd 1 5/10/12 11:34 AM

Ruger Goes 1911The new Ruger SR1911 .45 ACP is elegant in appearance and performance

Recent years have seen Ruger depart from traditional steel-framed handguns and enter the polymer market with some innovative designs. But recently, the manufacturer did an 180-degree course reversal and introduced a classic steel-frame 1911. The Ruger SR1911 ($799) is a full-size 1911 .45 ACP with a 5-inch stainless-steel barrel, and features a stainless-steel slide and frame with a bead-blasted soft matte finish. The front strap is uncheckered and the trigger guard is traditionally rounded. Slide markings are minimal and tastefully done.

The operating controls include a slide-release lever, sin-gle left-side extended combat thumb safety, single-side magazine-release button, checkered flat mainspring housing, and an extended Beavertail grip safety (with an effective speed bump) finished in matte black. Grip panels are walnut in the classic diamond pattern and secured with flush-mounted Allen screws. A Ruger medallion is inletted on each side. The combination of soft matte stainless steel, matte black controls, and classic wood grip panels creates an elegant-looking handgun.

Sights are Novak, in a three-white-dot pattern. They are dovetailed front and rear, and the rear is adjustable.

It’s obvious that Ruger’s engineers took a long look at the original John Moses Browning design and resisted the impulse to “improve” it. Instead, they just enhanced it where it was needed.

The ejection port is over-sized and flared. The original

internal extractor is intact. A small viewing port at the rear of the barrel hood allows visu-al confirmation of a loaded round. The plunger tube assembly is integral with the frame; it won’t come loose.

Internally, the SR1911 uses the original Browning two-piece feed ramp system along with the short guide rod, full-length recoil spring, and barrel bushing and plunger. The gun disassembles like Browning’s original. A barrel bushing wrench is supplied with the gun, but it’s not needed for those familiar with the original

1911 design—you can disassem-ble this gun with your fingers.

The trigger-group assembly uses a titanium firing pin with a Series 70 design firing system. There are no internal firing pin blocks, and this fire-control sys-tem is much preferred by 1911 aficionados. The trigger is an extended, skeletonized alumi-num model with a grooved front surface and an adjustable overtravel stop. From the box, the trigger exhibited a brief take-up, and a crisp break at 4.5 pounds with no detectable overtravel.

I did the initial “get acquaint-

ed” shooting with a variety of bucket handloads. This includ-ed the wide-mouth Speer Gold Dot 230-grain, which can sometimes cause feed problems with the original Browning bar-rel ramp system. They pro-duced a couple of failures to feed at first, but after the gun digested 50 or so rounds, there were no further malfunctions with any load used.

The loads tested were the Federal Premium 185-grain Hydra-Shok +P, the Federal 185-grain Classic JHP, Federal’s 230-grain Hydra-Shok, Winchester’s 230-grain PDX1, Cor Bon’s 165-grain +P JHP, and my IDPA practice hand-load using a 230-grain Speer LRN at about 740 fps. Some 1911s require a lighter recoil spring to handle this reload, but the Ruger shot them per-fectly. The SR1911 showed a preference for the 185-grain loads, and both grouped into 1.5 inches.

When Ruger went 1911, they did it right. (203-259-7843; ruger.com)

The trigger for the Ruger 1911 is an extended, skeletonized aluminum model with a grooved front surface.


BY CHRIS CHRIST IANF IR ING L INE

Closing the SalePrice normally sells. Performance often sells. Sometimes, appearance sells. The SR1911 combines all three in a package that ships with one flush-fitting seven-round magazine, an extended eight-round magazine, a soft carrying case, a bushing wrench, and the obligatory Ruger padlock.Those features alone will sell to many. For 1911

aficionados, mention the Series 70 action and let them try the trigger. That will close the sale.

SHB0712_FIR.indd 24 5/8/12 4:21 PM

TOO GOOD

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The 2012 SHOT Show was a record-breaking

event on many accounts. Attendance topped

60,000 for the f rst-time, exhibitors reported

writing more orders with qualif ed buyers, and more

than 2,500 members of the media provided press

coverage of the industry’s biggest event.

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JANUARY 15-18, 2013 SANDS EXPO & CONVENTION CENTER LAS VEGAS, NEVADA

BN_044622_SHB0712.indd 1 5/11/12 11:49 AM

The Thrill of the Wild Goose Gun Chase

Scouring the Washington, D.C., area for a waterfowl shotgun

My assignment was to shop for a shotgun for goose hunting. Washington, D.C., heads the list of gun-hating cities, so in order to purchase a firearm you must go prospecting in either northern Virginia or Maryland. The often traffic-clogged Capitol Beltway, I-495, is the beginning of any

gun quest. Branching out from there, I visited two stores in Virginia and two in Maryland, all within 30 minutes of the Beltway and each other. Luckily, I was seeking a shotgun, and despite Maryland’s draconi-an handgun-purchase laws, long guns can be purchased by citizens of any of the contiguous states.

Store AI began my search in one of the area’s big-box stores. Patrick, who was behind the counter, enthusiastically showed me the store’s full range of waterfowl shotguns, beginning with the lowest priced all the way through the high end. They had the Stoeger 2000 and 3500, Remington 11-87 Super Mag, Winchester Super X3, the Beretta Xtrema, and Benelli Super Black Eagle II (SBE II). He vaguely described the unique porting of Remington’s Versa Max, and mentioned its versatility. As for the Benelli SBE II, he mentioned the benefits

of its recoil-reducing ComforTec stock, as well as the Kick-Off stock on the Beretta.

I asked about the virtues of the 3½-inch magnum and he said, “They have a few extra pellets for long range.” He was no shotgun expert, but he knew the merchan-dise and didn’t push for a sale. But never at any time did he offer to take a shotgun from the locked rack for me to handle.

Store BThis store obviously caters to “tactical” folks with racks of MSR-style rifles and

loads of handguns. It had a rack of used shotguns and about a dozen new ones, mostly Brownings. The only clerk on duty was very pleasant, and immediately showed me a Browning Maxus, which he safely handed to me with the chamber open and the barrel pointing ceilingward. He told me that the Maxus would shoot both 3- and 3½-inch shells. I inquired about the recoil; he said one of his bud-dies had one and the recoil wasn’t bad.

I spied a Beretta Xtrema on the shelf. After hefting the Maxus, I had to ask about the Beretta. He opened the bolt and


undercover shopper

pixel pushers

SHB0712_UCS.indd 26 5/7/12 4:12 PM

handed it to me with the comment, “This is their latest waterfowl gun.” I pointed to the black chevron behind the pistol grip of the camoed stock. He replied that it was the Kick-Off, and showed me how it collapsed, softening felt recoil. He was fairly knowledgeable, and never pushed for a sale. Even though he was alone, he never rushed the discussion.

Store CIt was early on a Saturday afternoon in this crowded mega outdoors store. Right from the start, my clerk Shane introduced him-self as a waterfowler, and proved an expe-rienced one. He asked my price range, and I said I wanted to see what would serve me best. He started at the top and, after retrieving the proper key to unlock the rack, handed me a Benelli SBE II, stating that he had owned one for more than five years and it never failed to perform. It was very clean-shooting, he said, “because the

shot and dirt is out of the muzzle before it opens.” He then showed me a Beretta Xtrema II, noting that it was heavier and also needed more frequent cleaning. Showing me a Benelli Vinci, he said it looked different but was equally reliable.

Shane then showed me a Browning Maxus, saying one of his colleagues had one and really liked it, but that the Winchester Super X3 was virtually the same gun for less money. He stated that if I wanted a gun that would stand up to years of heavy loads, I should pick one of the higher-end options. Shane also dis-cussed how a camo finish would protect a gun in severe conditions. I was never rushed, and was safely shown and able to handle every gun.

Store DThis shop, which caters to waterfowlers, has been in business for decades. The young man who waited on me was very knowl-

edgeable and stated that while many guns were chambered for 3½-inch shells, 3-inch loads patterned better, with less recoil. He asked about my budget, and since I had none, started with the Benelli M2, a 3-inch-chambered gun. “It will do everything you need,” he said. He then moved to the Benelli SBE II and finally the Vinci. He made the point that “you can field-strip the Vinci in no time,” and proceeded to break it down into its three parts, indicating how you could fur-ther remove the bolt and so on.

After handling the Benellis, he gave me a Beretta Xtrema to handle, stating that it was more muzzle-heavy (and implying the Benelli was better balanced). Showing me the Winchester Super X3, he said it had “the best gas system,” and was a good buy. When I asked about it, he demonstrated the Kick-Off stock of the Xtreme. When quizzed about camo finishes, he related his own experience with dipped finishes, and that they were well worth the additional one or two hundred dollars.

how’d they Do?Customer Service

Product Knowledge

Product Availability

Winner: store

CChoosing between stores C and D was a difficult, close call. The deciding factor was store C’s better in-stock selection.

Bass Pro Shop7000 Arundel Mills Circlehanover, MD 21076410-689-2500basspro.com

��

store

A The salesperson quickly acknowl-edged me and

listened to my questions.

�

seemed fairly well versed in general terms. Did not offer shotguns for me to handle.

��

had a good, broad selection of appropriate shotguns.

�

store

B had to wait for the only salesperson. had to ask to see

one of the shotguns.

��

Knew basics about the guns.

��

Very limited selection of shotguns.

��

store

C The excellent, enthusiastic sales-person offered many

options and steered me to good choices.

��

Knew from experience what worked, and offered guns that he thought would be a good fit for my purposes.

��

Displayed a good, broad selection of many in-stock guns, including lower-priced guns for a smaller budget than i implied.

��

store

D The salesperson was quick to respond, and drew

on his own experience to guide me.

��

he had a good knowledge of guns for goose hunting, including from personal experience.

��

limited selection, partially because of a depleted stock.

SCorinG SySTem: Outstanding: �� Very Good: �� Average: �� Fair: �� poor: �

june/july 2012 ❚ Shot BuSineSS ❚ 27

undercover shopper

SHB0712_UCS.indd 27 5/7/12 4:12 PM


This category has been red hot for the past couple of years, and there’s no indication of a slow down of any sort on the horizon By Chris Christian

Law

2012EnforcEmEnt

SHB0712_LAW.indd 28 5/8/12 1:06 PM


SHB0712_LAW.indd 29 5/8/12 1:06 PM


PREVIO

US SPREAD: C

LIFF VOLPE/T

ACTICALIM

AGES.COM

FIREARMS & AMMUNITION

AdvAnced TecHnoLoGY inTernATionAL

Two new tactical shotgun accessories highlight ATI’s 2012 introductions. Designed to fit the Mossberg 500 and 590, the Halo Heatshield ($49.99) is a free-floating heat shield intended to prevent any metal-to-metal contact between the heat shield and the barrel. Constructed of high-strength steel with a matte black powder coating, the Heatshield slips over the barrel and is rigidly secured with high-temperature-resistant polymer clips and V-blocks to prevent slippage. Aluminum CNC-machined ghost ring sights are installed, and a dovetailed

Picatinny rail attachment is included (the rail is available as an accessory).

The heat shield’s length is 16.25 inches (16.5 inches with the optional Picatinny rail installed). ATI notes it will fit shotguns with or without a magazine exten-sion, but may not fit 18-inch barrels equipped with a muzzle stand-off device.

The Tactical Evolution shotgun buttstock comprises the Triton Mount System, which allows stock-length adjustments and interchange-able sling mount locations for right- and left-handed shooters, and the Scorpion Recoil Buttpad and Pistol Grip, which absorbs the ini-tial punch of recoil. It is con-structed of military type III anodized 6061 T6 aluminum, and can be user-installed with no specialized tools. (800-925-2522; atigunstocks.com)

BeneLLi usAThe Benelli Performance Shop M2 3-Gun Edition is designed for serious 3-Gun competition shooting under intense pressure. It has to run fast, smoothly, and reliably; it also must reload quickly and shoot accurately. In other words, when things start, it has to finish them quickly.

That’s the same “job description” a tactical shotgun must fill, and this upper-level Benelli (SRP: $2,199) is worth a look for those who stake their life on their equipment.

The M2 is built on Benelli’s Inertia Driven operating sys-tem with Performance Shop fitting and smoothing. The trigger group has been hand-honed and polished for a crisp and consistent let-off. It is chambered for 12-gauge with a 3-inch chamber, but it also handles all 2.75-inch shells as well. The M2 also features a

21-inch Crio-treated barrel and is supplied with five dif-ferent Crio interchangeable choke tubes, from Cylinder to Full. The front sight is a Hi-Viz fiber optic with a .135-inch bead for rapid low-light acquisition. A green FO pipe is installed, but extra inter-changeable FO pipes in differ-ent colors are included.

Custom parts from Nordic Components to enhance operation include a larger Speed Button bolt release and an extended tactical-style bolt-cocking handle. The loading port has been wid-ened, with beveled edges, and the shell carrier has been modified to speed reloading. A heavy-duty Teflon-coated follower has been fitted to the magazine spring to smooth operation and prevent bind-ing. The stock is synthetic with ComforTech panels, and the M2 is finished in a matte

This is an interesting year for tactical and law enforcement products. Among the many new items are duty loads from Federal and Hornady; tactical rifles from Rock River Arms, PTR, and Smith & Wesson; and a number of new scopes and reflex sights from Leupold, Trijicon, and Weaver. There’s also a new concealed holster line from Blackhawk.On the handgun scene, Rock River Arms is introducing a very interesting polymer-

framed 1911, and LaserMax has announced a new frame-mounted laser sight for com-pact semi-autos. Add new accessory optical mounting systems, cleaning kits, and a new line of women’s tactical clothing, and retailers will find more than a few items they’ll want to add to their inventory.

Rock River Arms: Part of the new LEF-T series, the LAR-15LH is designed especially for southpaws. Chambered for 5.56mm, it has a left-side ejection port and an ambidextrous magazine release and charging handle.

SHB0712_LAW.indd 30 5/8/12 1:06 PM


blue. Empty weight is 7.1 pounds, with an overall length of 42.5 inches. (800-264-4962; benelliusa.com)

FederAL premiumIf you took a poll among veteran lawmen regarding their favorite patrol shotgun load, you would find a high percentage who state a pref-erence for No. 1 buckshot, especially in the South. Not only does it provide 66 per-cent more pellets than the 00 buckshot load, but it is less prone to over-penetration in soft targets, while dealing well with automobile glass and other modest barri-cades. Unfortunately, No. 1 buck has been a difficult load to find in recent years. That changes in 2012.

New to the Federal Premium Tactical Buckshot line is a No. 1 buck load in 12-gauge. The 2.75-inch 2.5-dram load exits the muzzle at a modest pressure of 1,145 fps. It features 15 copper-plated No. 1 buck pellets, sealed and crimped 202 prim-ers, and a solid brass head. Used with the Flitecontrol wad, Federal claims patterns of less than 10 inches at 25 yards from open-choked guns, and less recoil than standard-pressure and mag-num loads. (800-322-2342; federalpremium.com)

HornAdY mAnuFAcTurinG

New this year is the Critical Duty line of handgun ammunition, initially intro-duced in 9mm and .40 S&W. It uses Hornady’s Flexlock bullet, which incorporates the Flex Tip design to initi-ate consistent expansion while preventing clogging as the bullet negotiates barri-cades. Designed for urban barrier performance, it fea-tures a cannelure bullet with a crimped case to prevent bullet setback, an Interlock band to keep the core and jacket from separating , and a nickel-plated case for cor-rosion resistance while mak-ing the low-light chamber check easier.

It will be available in a 135-grain 9mm loading in stan-dard pressure and +P, and in a 175-grain .40 S&W load. (308-382-1390; hornady.com)

pTr indusTriesFormerly known as PTR-91, the maker of quality roller-lock HK-91-style rifles was reorganized as PTR Industries in January. It will continue to produce 91-type rifles, and for 2012 it has two new models that fit well into the tactical arena.

The PTR-91 Modern Sporting Rifle (MSR) is intended for sportsmen who want a semi-auto 7.62mm/.308 Winchester chambering, but it will also serve well as a tactical patrol rifle. It is pro-vided in a textured earth-tone finish, with a lighter overall weight and slimmer profile than traditional 91-series rifles. It is an “A-4-style” platform, with no iron sights and the ability to mount optics low to the bore with the welded scope-mount rails, which accept all Picatinny and Weaver mount

systems. The 18-inch barrel is tapered and target crowned and is fully free-floated. A round, ventilated handguard is designed for rapid heat dis-persion, and the MSR fea-tures an open H&K Navy-style trigger and trigger group. The stock is fixed and fitted with a cheekpiece riser to provide optimal eye relief with optics. Sling swivels are standard. The gun ships with one 5-round magazine, and accepts all G3 extended-capacity magazines. SRP: $1,200 to $1,345.

Those looking for maxi-mum firepower in a mini-mal package will want to check out the new PTR-91 SBR (Short Barrel Rifle). Chambered for 7.62mm, it features an 8.75-inch barrel. H&K-style iron sights are included, as is a welded rail that accepts Picatinny/Weaver optics mounts.

Shooters have the option of a fully collapsible para-trooper stock (SBR-P) or a six-position M4 tactical stock (SRB-M4). The handguard is equipped with a 3-inch rail at the six o’clock position and is shipped with a detach-able vertical foregrip. An H&K Navy-style polymer trigger group and a 20-round magazine are stan-dard. SRP: $1,200 to $1,425. (860-676-1776; PtR91.com)

American Technology Network: The ThOR-320 Thermal Imaging Weapon Sight features digital technology.

Smith & Wesson: Available in black and flat dark earth colors, the M&P15 MOE Mid is the result of a collaboration with Magpul and Viking Tactics. It ships with a 30-round PMAG magazine.

law enforcement 2012

SHB0712_LAW.indd 31 5/8/12 1:06 PM


rock river ArmsTwo new rifles and two new pistols enter the RRA product line this year. The LAR-47 CAR A4 (SRP: $1,475) is a hybrid design that combines the versatility of the AR plat-form with the popularity of the AK-style rifle. Chambered for 7.62x39mm, it is a flattop design developed to accept all standard AK-47 magazines. It features a 16-inch chrome-lined HBAR with a 1:10 RH twist barrel, an A2 front-sight gas block, a chromed bolt carrier group, a Delta muzzle brake device, a two-stage RRA trigger group, an RRA LAR-47 trigger guard, an ambidextrous magazine release, an RRA star safety selector, a six-position Delta CAR buttstock and pistol grip, and a two-piece quad-rail handguard. Weighing 7.75 pounds and measuring 36.5 inches long, it ships with one 30-round magazine, a rifle case, a manual, and RRA’s limited lifetime warranty.

The same platform is also available as the CAR Stan-dard Model (SRP: $1,200) with an A2 flash suppresor, an RRA six-position tactical

CAR stock, a CAR hand-guard, and an A2 pistol grip.

Southpaws will appreciate the new LEF-T Rifle series. The RRA LAR-15LH (SRP: $1,050) is an A4 flattop engi-neered for left-handed shoot-ers. Chambered for 5.56mm, it features a left-side ejection port, a safety selector, an ambidextrous magazine release, and an ambidextrous charging handle. The 16-inch chrome-moly barrel features a 1:9 LH twist (which RRA claims provides better muzzle control for southpaws than traditional RH twist rifling) and uses the RRA Tactical Muzzle Brake ½-28 thread and the RRA Flip Front Sight gas-block assembly. The butt-stock is the Operator CAR, with an ERGO pistol grip. Empty weight is 8 pounds; its length is 37 inches.

The LEF-T Elite features the RRA Half Quad Free Float; the LEF-T Tactical uses the RRA CAR Quad Rail Free Float; and the LEF-T Entry uses the RRA CAR Wraparound Half Quad. Each configuration comes with three rail covers.

The Rock River Arms

PDS Pistol is the first of a new generation of firearms employing RRA’s patent-pending Piston Driven System. It utilizes a purpose-designed bolt carrier, an adjustable gas piston on the right side of the regulator housing, and an over-the-barrel spring and guide rod arrangement that eliminates gas blowback into the action .

Chambered for 5.56mm NATO, the PDS Pistol weighs 5 pounds and is 17.5 inches long. A full-length top-mount rail runs from the rear of the receiver to the regulator housing. The folding ambi-dextrous non-reciprocating charging handles may be used independently or in uni-son . The trigger is a single-stage; the injection-molded handguard features an inte-gral Operator Safety Flange to prevent support hand slip-page . The 8-inch chrome-moly barrel is a 1:9 twist. MS1913 rail points on the regulator housing and rear receiver adaptor permit sling mounting. A Hogue rubber pistol grip provides a secure hold. It ships with one maga-zine and an owner’s manual.

Leupold: Leupold is offering four new riflescopes and a new tactical binocular this year. Among them are the Mark 4 1.5–5x20mm M/T (left) and the Mark 6 1–6x20mm M6C1 riflescopes, and the new BX-2 10x42 Tactical Binocular.

Weaver: The G.E.T. tool and scope-mounted Pica-tinny Rail Adaptor make scope mounting easier.

SHB0712_LAW.indd 32 5/8/12 1:07 PM


The new RRA 1911 Poly is a departure from RRA’s tradi-tional all-steel handguns. This 1911 .45 ACP (SRP: $800) features a polymer frame body with optional interchangeable colors on the frame and mainspring hous-ing, and rubber overmolded grips. The sub-assembly is a 4140 steel billet frame insert that mates with a 4140 steel billet slide with rear serra-tions. The 5-inch stainless-steel barrel is a 1:16 LH twist. Other features include a bea-vertail grip safety, a com-mander hammer, and a polymer-shoed trigger with the pull set at 4.5 pounds. Empty weight is 2.04 pounds, and the pistol ships with one 7-round magazine. (309-792-5780; rockriverarms.com)

smiTH & WessonTwo new 5.56mm models join S&W’s M&P15 rifle series, the result of collabora-tive efforts with Magpul and Viking Tactics. The M&P15 MOE Mid is available in black or flat dark earth colors. It uses a mid-length operating system that S&W claims pro-duces lower recoil and faster

follow-up shots. A co-branded Magpul-designed forged lower receiver (available only from S&W) features a flared magazine well with serra-tions on the forward edge, an ambidextrous finger shelf , and a one-piece trigger guard.

The 16-inch 4150 CMV steel barrel has 5R rifling and a 1:8 twist rate. A new flash hider design directs gas and sound forward and away from the shooter. The rifle barrel has a Melonite finish, and the bolt carrier and gas key are chrome-lined.

Standard features on the stock include a MOE six-posi-tion collapsible buttstock and modular MOE mid-length handguard. For an improved grip , the rifle is set up with a MOE pistol grip and remov-able MVG vertical fore grip. A folding Magpul MBUS rear sight and a standard A2 front provide iron sights while allowing for optics.

The new M&P15 VTAC II also uses the mid-length operating system, a 16-inch 4150 CMV steel 1:8 twist bar-rel with 5R rifling, and an enhanced flash hider. It is fin-ished in Melonite. The

M&P15 VTAC II features a VTAC/Troy Extreme TRX Handguard that provides multiple accessory slots to allow flexible accessory mounting. Each rifle is sup-plied with two 2-inch adjust-able Picatinny-style rails for convenient mounting on the forend. The buttstock is the VLTOR IMod six-position collapsible stock, which can adjust the overall length from 33.5 inches to 36.75 inches. A match-grade Geissele Super V Trigger is standard. Additional VTAC branded features that are shipped with the rifle include a wide, pad-ded two-point tactical sling, a LPSM low-profile sling mount, and a VTAC light mount. A 30-round PMAG magazine is supplied. (800-331-0852; smith-wesson.com)

SIGHTING SYSTEMS & OPTICS

AmericAn TecHnoLoGY neTWork

The new ThOR-320 Thermal Imaging Weapon Sight (SRP:

starts at $5,699) is the most compact and lightest mem-ber of ATN’s ThOR series of thermal-imaging riflescopes. It is based on the same 320x240 high-resolution microbolometer core tech-nology used by U.S. military and LE agencies.

The ATN ThOR-320 is totally digital and available in four magnification ranges (1X, 2X, 3X, and 4.5X)—a built-in digital zoom will double each magnification. The all-digital operation pro-vides users with a choice of aiming reticles, color modes, black/white polarity control, brightness adjustments, and precision digital windage and elevation adjustments. Featuring a MIL-STD-1913 Picatinny rail quick-release mount, it can easily be con-verted to a hand-held ther-mal viewer by removing the mount and adding the included hand strap.

All ThOR models are avail-able in Fast Imaging (30hz) or Enhanced Imaging (60hz).

Additional features include an aircraft-grade aluminum body with Class 3 hard-anod-izing, memory recall to pre-


Trijicon: Trijicon’s new TARS 3–15x50mm riflescopes sport a front-focal-plane reticle and adjustable LED reticle illumination. The SRS (upper right) is a sealed reflex sight, waterproof to 165 feet. The new 4x32 LED Battery ACOG brings LED illumination to the ACOG’s performance.

SHB0712_LAW.indd 33 5/8/12 1:07 PM


serve operational settings, a power-off safety feature to prevent accidental shutdown, 12 color palettes to view thermal images, and five reti-cle patterns (duplex, post, post with dot, open crosshair, and standard crosshair), four reticle colors (green, white, red, and black), and a six-step brightness control. The ThOR’s quick-change battery compartment accommodates 3v lithium CR123A or four AA batteries, and its “one-to-run” system is designed to run on one, two, or three batteries. Recoil rated up to .308-caliber. (800-910-2862; antcorp.com)

ArmALite inc.A new one-piece scope mount that appears to be ide-ally suited for mounting a scope on an A4 flattop MSR marks a new ArmaLite prod-uct. Available for 1-inch or 30mm tubes, the black-matte mount places the scope reti-cle 1.45 inches above the receiver to the center of the mount and should provide clearance for scopes with up to a 44mm objective lens. (800-336-0184; armalite.com)

LAsermAxLaserMax’s new CenterFire laser series can be mounted to the frames of compact semi-autos without special tools or alterations to the frame. Using a 5mW laser, the CenterFire series places the laser beam just under the bore axis, which prevents the user from inadvertently blocking the beam, which is activated by a toggle accessi-ble to both right- and left-handed shooters. Powered by a single 1/3N lithium battery, LaserMax’s CenterFire laser boasts more than four hours of continuous runtime.

The sights are pre-aligned at the factory, but are also user-adjustable for windage

and elevation. The new series is available for the Ruger LCP and LC9; addi-tional models are planned for the future. (800-527-3703; lasermax.com)

LeupoLdFour new riflescopes and a new tactical binocular high-light Leupold’s new offerings for 2012. The new Mark 4 1.5–5x20mm MR/T is a com-pact carbine scope that allows rapid close-range target acquisition, while a quick turn of the magnification dial provides enough precision for 500-yard shots. It features an illuminated front-focal-plane reticle with seven brightness-intensity settings. An off/null position between each num-bered illumination setting can be used to extend battery life while allowing the user to quickly move to the desired brightness.

The front-focal-plane reti-cle provides range calibra-tion marks for the recently introduced .300 Blackout round (in both subsonic and supersonic loadings). The MR/T features a 30mm main tube, the Twin Bias Spring Erector System, .5 MOA click M2 adjustable turrets, a lockable fast-focus

eyepiece, and a tethered cap.The new Mark 6

1–6x20mm M6C1 riflescope sports a black matte-finished 34mm main tube to provide a generous field of view at 1X (105.8 feet at 100 yards), with 6X magnification for longer shots. The 10.3-inch length and 17-ounce weight add little bulk to a rifle or carbine. It features an illumi-nated front focal-plane reti-cle; reticle options include the CMR-W 7.62 and CMR-W 5.56 ballistic- compensating reticles for those loads. Seven illuminat-ed brightness settings (with null stops between each) extend battery life. The Mark 6 1x6x20 uses the new M6C1 adjustment system with 0.2 mil-per-click adjustments. Compatible with night-vision devices, the scope is waterproof, shockproof, and fogproof.

The new Mark 6 3–18x44mm M5B2 riflescope is 11.9 inches long and weighs 23 ounces. The 3X magnification range allows for rapid close-target acquisi-tion, with a 36.8-foot field of view at 100 yards. The scope also offers up to 18X magni-fication for precision long-range shots, with a 6.3-foot

field of view at 100 yards.Finished in black matte, it

features a 34mm main tube and is argon/krypton gas-filled, making it waterproof. It uses the new M5 adjust-ment system that produces 0.1 mil adjustment per click in windage and elevation. Available reticle options include the bullet-drop- compensating CMR-W and the Horus H-58. Additional features include Leupold’s Xtended Twilight Lens System, DiamondCoat 2 lens coating, quick-change Bullet Drop Compensation (BDC) rings that allow the scope to be matched to virtually any load, a locking fast-focus eye-piece, and auto-locking pinch and turn adjustment turrets to prevent accidental movement in the field.

The new 3.5–25x56mm M5B2 riflescope provides 3.5X magnification for close range, and up to 25X for long range, with a massive light-gathering objective lens. An illuminated front-focal-plane reticle (mil-dot and Horus Vision H58 reti-cles are available) features seven illumination settings, with a null stop between each. The 35mm main tube provides more than 25 milli-radians of total elevation adjustment and features the M5 adjustment system, which delivers 0.1 mil-per-click adjustments. The Xtended Twilight Lens System is night-vision- compatible, and quick-change BDC rings let the scope match virtually any long-range load.

In order to hit a target, you must first locate it—and then determine the range. The new Leupold BX-2 10x42mm Tactical Binocular uses the Mil-L rotating reticle for accu-rate range estimation. It fea-tures fully multicoated lenses and phase-coated BAK4

Gunslick: The AR-Rifle Pull-Thru Cleaning Kit uses a pull-through cable jag; it’s available for AR-15s and AR-10s.

SHB0712_LAW.indd 34 5/8/12 3:25 PM


prisms. Measuring 5.5 inches in length and weighing 23.1 ounces, it is shipped with a Berry-compliant molle carry-ing case, a quick-detachable neoprene strap, ocular lens covers, and tethered objective lens covers. The bino is built with a lightweight aluminum body with rubber armor coat-ing in a black matte finish. (800-538-7653; leupold.com)

TrijiconTwo new reflex sights and a high-tech riflescope enter the Trijicon line this year. The new Trijicon SRS is a sealed reflex sight that is water-proof down to 165 feet (50 meters). The compact sight features a 28mm objective lens and a 1.75-inch aiming dot small enough for preci-sion shooting but large enough for fast target acqui-sition at closer ranges. Operating on one AA battery (standard or lithium), it fea-tures a solar cell assist to extend battery life. Additional

features include manually adjusted brightness controls, a military-grade aluminum body, and a multi-layered broadband anti-reflective lens coating. It will be available in a Colt-style flattop mount (SRP: $990) or a quick release flattop mount (SRP: $1,075).

The new 4x32 LED Battery ACOG (SRP: $1,433) combines the features of the Trijicon ACOG sights with a battery-illuminated LED (sin-gle AA battery) .223 Ballistic Reticle and a TA51 mount system. Six manually adjust-able brightness settings, with a null setting between each, allows operators to quickly adjust the sight brightness. Waterproof to 500 feet, it is internally adjustable for windage and elevation.

The new Trijicon TARS 3–15x50mm variable-power scopes (SRP: $3,990) provide a front-focal-plane reticle, an LED reticle illumination with 10 brightness settings, and locking external adjust-

ers. Powered by one CR2032 battery, the scopes are waterproof, constructed from aircraft-grade alumi-num alloy, and feature a con-stant eye relief, fully multi-coated lenses, and side focus parallax adjustments. Four reticle styles with an illumi-nated center dot are avail-able, and include mil-dot, MOA, and duplex. (800-338-0563; trijicon.com)

WeAverWeaver’s new KASPA rifle-scope line (SRP: $120.95 to $324.95) features 12 models that cover the spectrum of big-game hunting, varmints, competition, and tactical usage. All models feature a one-piece tube construction, a black matte finish, fully multicoated lenses, nitrogen-purged interiors, and precise ¼-inch MOA adjustments. All are covered by Weaver’s limit-ed lifetime guarantee.

Within that line are four models specifically designed

for tactical applications. The Model 849813 (SRP: $282.95) is a 1.5–6x32mm scope designed for tactical carbines that features an illuminated TBX reticle. Model 849814 (SRP: $314.95) is a 2.5–10x44mm scope with an illu-minated Tactical Mil-Dot reti-cle. Model 849815 (SRP: $319.99) is a 2.5–10x50mm; this larger objective scope also uses an illuminated Tactical Mil-Dot reticle. Model 849820 (SRP: $324.95) features 3–12x44 magnification and provides an illuminated Tactical Ballistic X reticle.

The new Weaver laser rangefinder (SRP: $375.49) uses an 8x28mm optical sys-tem and can range deer-type targets to 600 yards and reflective targets to 1,000 yards. It operates on one standard CR2 battery, is IPX3 waterproof, features a SCAN mode for moving targets, and can be programmed for feet, yards, or meters.

A popular, and very effec-


Weaver: The new KASPA riflescopes include several for tactical use, including (from top) a 1.5–6x32, a 3–12x44, and a 2.5–10x50.

SHB0712_LAW.indd 35 5/8/12 1:07 PM

tive, sighting system on many AR-15 tactical rifles is a variable scope mounted low to the bore on an A4 flattop upper and a red-dot or reflex sight mounted on or near the scope. The scope allows an operator to take a solid cheek weld and deliver accurate shots at intermediate to long ranges, while the reflex sight lets him take a “heads-up” posture (with full peripheral vision) in situations where things happen close and quick. The new Weaver

Scope Mounted Picatinny Rail Adaptor (SRP: $58.99) simplifies the mounting of the reflex sight.

The rail adaptor is crafted from 6061-T6 aluminum alloy with a Type-III hardcoat finish and mounts directly on the scope tube. Secured with four Allen screws, it provides a five-slot section of Pica-tinny rail that can be placed at virtually any angle for the placement of the red-dot or reflex sight. It is available for 1-inch and 30mm tubes.

Experienced long-range shooters know that their bar-rel, stock bedding, load, and trigger are critical for success. They also know that the fit of the scope in the rings is equal-ly critical. A scope that is not perfectly lapped into the rings for a solid fit can shift in the mounts, destroying accuracy. The new Weaver 30mm Lapping Tool Kit (SRP: $60.95) provides everything a shooter needs to precisely lap a 30mm scope tube into any available 30mm rings.

With the right tool, a loose screw or a similar mainte-nance issue is only a minor annoyance instead of a mis-sion failure. The new Weaver G.E.T. (Gunsmithing Everyday Tool; SRP: $21.49) is the answer. The compact folding tool tucks into any kit bag but provides an array of screwdriver and Allen bits that can handle virtually any scope-mount problem. (800-635-7656; weaveroptics.com)

ACCESSORIES

BLACKHAWKNew knives, holsters, recoil-reducing buttstocks, and bipods highlight Blackhawk’s 2012 products. The new Gideon fixed-blade knife line is constructed from AUS-8A stainless steel with black Ti-Nitride coating. The han-

Blackhawk: This Remington 870 has been outfitted with the Blackhawk Knoxx Spec Ops Stock Gen II, which reduces shotgun recoil by up to 85 percent. It’s also available for Mossberg models.

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dle is constructed from CNC-machined textured G-10. The 5-inch Gideon Drop Point features an additional finger groove in front of the quil-lon, allowing a firmer hold for precision work. The Gideon Tanto also features a 5-inch blade in a modified Tanto design. Both models (SRP: $129.99) feature two holes in the blade flat for easy tethering, and are sup-plied with an injection-mold-ed nylon sheath with mount-ing plates for easy mounting to any harness or belt.

The new open-top Blackhawk Sportster Standard Holster is made of a non-SERPA hard-molded synthetic material and fea-tures an adjustable detent-retention system, which lets the shooter adjust the amount of retention pres-sure. The retention system locks around the trigger guard for maximum security. Available in right- or left-

hand models, it will initially be offered for the Glock 17/22, G19/23/32/36, 1911 models without a rail, H&K USP Compact, Springfield XD series, SIG 228/229, and Beretta 92/96. Each holster comes with belt loops and a paddle platform. SRP: $21.99.

The new Sportster Bipod line will be available in sever-al models with four sizes of adjustment, from 6 inches to 29.5 inches (SRP: $45.99 to $54.99), and will attach quickly to sling swivel studs. The Sportster Pivot line (SRP: $54.99 to $95.99) offers the same height adjustments, but features a rapid-adjust lever and pivoting base that eliminates cant if the bipod is on an uneven surface. The Sportster TraverseTrack series (SRP: $69.99 to $71.99) is available in three height-adjustment models: 6 to 9 inches, 9 to 13 inches, and 13.5 to 23 inches. This model offers the ability to horizon-

tally track the target while providing a pivot action to adjust the legs for uneven terrain.

The Blackhawk Knoxx Spec Ops Stock Gen II with forend is claimed to reduce shotgun recoil by up to 85 percent while also greatly reducing muzzle rise. Made from lightweight polymer and alloy materials, the pistol-grip stock adjusts to seven buttstock lengths and features an integrated ambidextrous single-point sling plate and quick-detach sling swivel. It is available for Remington 870 and Mossberg models 500, 535, 590, 835, and 88 in either matte black or Next G1 Camo. SRP: $134.99 to $159.99.

Available for the same models and colors as the Gen II, the Blackhawk Knoxx Talon Thumbhole Stock uses the patented Knoxx recoil-reducing system, but has a non-adjustable 13.75-inch

length of pull and features an ambidextrous thumbhole stock with a traditional comb. The grip features interchangeable inserts. (800-694-5263; blackhawk.com)

GunslickThe new AR-Rifle Pull Thru Cleaning Kit (SRP: $50.95) is designed to provide a com-pact, yet complete, kit for the proper cleaning of AR-15 and AR-10 rifles.

It features a Pull-Thru cable jag system, aluminum rods and chamber brush, a scraper, a punch and pick, appropriate brushes, a 1.25-ounce bottle of Ultra-Care cleaning chemi-cal, and a bore checker that doubles as a chamber flag. Available in AR-15 (which includes a chamber guide to align the cleaning rod with the bore) and AR-10, it is packed in a soft case with a belt loop. (800-635-7656; gunslick.com)

Law EnforcEmEnt 2012

SHB0712_LAW.indd 37 5/14/12 1:23 PM

38 ❚ SHot BuSineSS ❚ june/july 2012

What’s a zombie? If you think it’s the creepy undead seen in horror movies walking disjointedly in search of a meal of fresh living flesh, well…you’re right,

sort of. But you’d also be right on target if you believe zombies are the basis of one of the fastest-growing shooting sports since Gertrude Hurlbutt invented skeet.Alternate and scenario shooting games such as

Cowboy Action and 3-Gun are gaining shooters across the country at an incredibly fast clip. Of particular note, these games tend to attract young

SHOOTING-SCENARIO GAMES ARE YEARS, ZOMBIE ACTION HAS BEEN

SHB0712_ZOM.indd 38 5/7/12 3:56 PM


ILLUSTRATIO

N BY SZYMON KUNDRANSKI

GROWING FAST, BUT IN RECENT SPREADING LIKE A PANDEMIC

BY LARRY AHLMAN

shooters who find Five Stand, Skeet, and Trap far too sedentary. These shooters like the fast pace and action of 3-Gun or the ability to wear period dress and assume a character of the Old West in Cowboy Action. Zombie shooters are no different.The good news for retailers is that the typical

zombie shooter tends to be between 20 and 40 years old. And though the sport is dominated by men, a lot of women are entering the ranks. This is a huge new audience that deserves your attention.One of the manufacturers spearheading the sport

is Minnesota-based DPMS Firearms. “A few years

ZOMBIE ACTION

SHB0712_ZOM.indd 39 5/8/12 3:59 PM

ago, we wanted to hold a fun shoot for our local fans,” says DPMS product manag-er Adam Ballard. “We decid-ed to incorporate zombies and named the event ‘Outbreak Omega.’ Just under 100 shooters and a handful of spectators showed up that first year. But it’s grown quickly. By the third year, attendance was nearly 600. Now we’re seeing about 1,000 shooters. It’s unbelievable.”

DrIVIng FactorSWhat’s driving this market? Movies are one element. Remember what Dirty Harry did for .44 Magnum hand-gun sales? Well, films such as Zombieland, Zombie Apocalypse, and Dawn of the Dead, and the surprising suc-cess of the cable TV show The Walking Dead, have spurred a huge interest in the undead—and the fire-arms needed to keep them under control. Noticeably

absent from these films are big stars like Clint Eastwood, but what these movies lack in star power is offset by the sheer volume of releases. A recent search of Netflix showed more than 60 full-length zombie movies available for stream-ing or rental.

Adding to the popularity is that the violence seen in zombie movies doesn’t seem to offend viewers. When it comes to shooting targets

that feature “people,” you’ll always find a few purists who take offense. Some even object to Bin Laden and Hitler targets. But it seems most folks have a tough time finding a com-passionate place in their heart for zombies. The pre-vailing attitude seems to be, “Shoot ’em all. They’re dead anyway.”

Another element pushing the popularity is family participation. Early events


DPMS Firearms began hosting its “Outbreak Omega” zombie shoot a few years ago. It incorporates various shooting scenarios, a costume contest, and more. As it grows in popularity, it has begun drawing a younger crowd more familiar with video games than traditional shooting.

SHB0712_ZOM.indd 40 5/7/12 3:57 PM

had few participants under the age of 18, but that’s changing.

“Our first Outbreak Omega didn’t have any shooters under the age of 18,” says Ballard. “But this year, the ‘Best Dressed’ award went to a junior, a future shooter all decked out in his Nerf gear!”

Any activity that involves the family should not only be taken seriously, but seri-ously encouraged. And any activity that draws in young-er shooters should be wel-comed with open arms.

“We live in a different world today,” says John Trull, vice president of prod-uct management and mar-keting at Remington Arms. “Kids have so many options to pursue in their spare time. Like it or not, video games are a real element we deal with in terms of com-peting for their time. The positive element here is that many of these games have


Zombie shooting enthusi-asts often dress like survi-vors in an apocalyptic wasteland, taking precau-tions to prevent infection by the walking dead.

THE FULLY EQUIPPED ZOMBIE HUNTEROn that day when the hungry dead rise from their graves, only one sound will be heard above their ghastly, inhuman moans: the ringing of cash registers in shoot-ing sports stores across the country. But even before the zombie apocalypse overtakes us, there are plenty of fun-seekers who’ll want to equip themselves for the next zombie shoot or Outbreak Omega costume contest. Guns, knives, scopes, and utility items are all in high demand among those brave souls who keep us from being overrun by a wave of ravenous brain-eaters. And many zombie shooters are newcomers, so they’ll have a lot of room in their gear closet.

ZOMBIE ACTION

Columbia River Knives Hisshou Sword: Zombie hunting can be swift, sharp work. SRP: $375. crkt.com

Blackhawk S.T.R.I.K.E. Elite Vest. Keep your essential gear close at hand. SRP: $165. blackhawk.com

Condor roll-up pouch. The difference between the quick and the undead. SRP: $13. condoroutdoor.com

UTG multi-functional sling. A non-slip grip for those sticky situations. SRP: $15. leapers.com

DPMS .308 MK12 with Troy Industries accessories. Even the dead will notice. SRP: $1,759. dpmsinc.com

Condor shotgun ammo pouch. Don’t let up before the undead does. SRP: $26. condoroutdoor.com

Glock 17 Gen 4 in 9x19mm. For the perfect double-tap: Gotta be sure. SRP: $549. us.glock.com

UTG single-point sling. Keep your firearm handy while your hands are busy. SRP: $20 . leapers.com

Mossberg 500 Tactical with breacher package. For a quick escape. SRP: $670. mossberg.com

NC Star tactical scope. Smart zombie hunters keep their distance. SRP: $159. ncstar.com

EOTEC 512 holographic sight. In the zombie apoca-lypse, accuracy is key. SRP: $439. eotech-inc.com

United Cutlery M48 Tactical Tomahawk. When zombies bite, bite back. SRP: $60. unitedcutlery.com

SHB0712_ZOM.indd 41 5/8/12 3:56 PM

unintentionally created a new awareness among young folks of the shooting sports and the products offered.” Zombie shooting events tend to make the con-nection between these electronic, fantasy-based games and an actual out-door activity.

Ballard agrees. “It’s a great way for folks to experi-ence shooting without the pressure to compete,” he says. “One of the things about Outbreak Omega that

amazes people is that we don’t keep score. Can you imagine attending a baseball or football game or a trap or rifle shoot where no one kept score? It’s unheard of, but that’s exactly what we do, and hardly anyone com-plains. There’s no pressure to excel. People come sim-ply for the pure joy of shooting.”

That sentiment is echoed by Trull. “I believe people are drawn to a zombie event first and foremost because

it’s fun. And it’s also an envi-ronment where they can participate in 3-Gun-type activity without the risk of feeling inferior in a competi-tive setting. I sincerely believe that these types of fun shoots will serve as a big draw for sanctioned 3-Gun events as more folks get a taste for the sport and want to take it to the next level. Zombie could evolve into one of the larger organized shooting events within our market space.”

coUrSE oF actIonBecause the various stages used in zombie shoots require some degree of imagination, one could call it scenario shooting. Much like Cowboy Action, partici-pants dress the part and act out the scenes using real guns. The major difference is that zombie hunters tend to dress military-style, and their firearms of choice are handguns, shotguns, and modern sporting rifles (MSRs).


Ranges can get creative in setting up zombie shooting scenarios; shooters, meanwhile, take their pick of firearms to dispatch their shambling, inhuman foes.

SHB0712_ZOM.indd 42 5/7/12 3:58 PM

In all honesty, the scenari-os acted out can be a bit bizarre to the uninitiated. Imagine getting locked in a zombie jail cell, your hand-gun just out of reach on a distant counter. When the range officer yells, “Go,” you reach through the bars and grab a broom, which is used to hook the key ring on the wall. The keys slide down the handle, and once in your hands you’re able to unlock the cell door, grab your gun, and take on the zombies. Now imagine shooting pop-up targets that are inside an abandoned car (Auto of the Undead) or attacking a zombie-infested island while floating in a johnboat. As with other sce-nario shooting, the more realism a range operator can add, the more shooters will enjoy it.

They’re also getting lots of help from the target mak-ers. Using movie-quality photography, Champion Targets recently introduced Visi-color technology to make their zombie targets incredibly lifelike. Birchwood Casey recently unveiled a complete new line of full-color splattering zombie targets that retailers said simply flew off the shelves. And more and more manufacturers are joining the fun.

Brownell’s, the giant shooting-sports-parts suppli-er, recently got into the game when it launched “The Center for Zombie Awareness” on its website. Hosted by two employees, the site features entertaining “zombie update” videos as well as information on the products needed to combat an outbreak.

What to StockTypically, zombie shooters, like 3-Gun participants, end up with three firearms—an MSR, a semi-auto pistol, and a semi-auto tactical shotgun. The popularity of the MSR is no surprise to Trull.

“More men and women today, through their military experience and service to our country, are trained to the AR/MSR platform,” says Trull. “As those folks fold recreational shooting and hunting into their free time, they are naturally going to gravitate to the rifle plat-forms they are familiar with. Just as lever-action rifles grew in popularity in the early 1900s, and traditionally styled semi-autos were adapted to hunting purposes after World War II, so will the modern sporting rifle grow in popularity in the early 21st century.”

In addition to the proper assortment of firearms, a retailer should also have a good supply of extra maga-zines, extended shotgun tubes, and other add-ons, such as holsters, tactical gloves and kneepads, knives, and lights. Zombie shooters go through a lot of ammo, so make sure to maintain a large stock at good prices to

keep them coming back. Hornady, for example, is offering cleverly conceived and packaged Zombie Max rifle and handgun ammo. And don’t forget targets. Some customers find the new zombie targets so attractive that they buy them just to hang them up in their den.

caSh In on clothIngIf you go to an Oakland Raiders game, you’ll see fans dressed up like pirates. In Green Bay, you’ll see “Cheeseheads” walking around with a block of cheese on their head. Ever been to a Star Wars conven-tion? Tons of people are in character, whether it’s Darth Vader, Leia, or Chewbacca. Zombie hunters don’t get quite that carried away, but they do like to identify with their sport.

Shooter clothing runs the gamut from street clothes to actual zombie costumes. The most popular look seems to be military style, decked out with a wide array of gadgets and acces-sories. Seeking a more improvised feel than the standard military look, par-ticipants add swords, bayo-nets, tomahawks, and any-

thing else that looks cool and will fend off the raven-ous, brain-hungry undead.

While a few participants get a bit crazy with their outfits, most zombie hunt-ers are serious about their choice of gear. They know what they want and talk it up online, telling fellow shooters where they found it. Correct zombie-hunting attire has become important enough that an after-hours fashion show has become one of the highlights of Outbreak Omega. Competing for prizes, con-testants walk a runway much like at a Miss America pageant, except they’re decked out in full undead-apocalypse couture. The intensity of audience applause, measured by sound meter, determines the winners.

The other winners, of course, are the dealers that stock and sell this gear. It stands to reason that savvy retailers who attend the shoots, keep pace with the latest in equipment and gear, and learn the language of zombie hunters will soon find their store becoming the “in” place for consumers eager to spend their (un)dead presidents.


ZoMBIE actIon

thE Z Factor The Ka-Bar is a traditional design, and many buyers grab it to feel a connec-tion to the users of the past, particular-ly the tough customers who were members of the United States Marine Corps. But LaserLyte has come up with a new wrinkle—the PB-3Zk pistol bayo-net (SRP: $19.95). Zombies beware! (928-649-3201; laserlyte.com)

SHB0712_ZOM.indd 43 5/7/12 3:58 PM


BY SLATON L . WHITEGOOD STUFF

Vanguard’s Big MoveHigh-value optics without the high price tag create a handsome dividend

In 1986, an entrepreneur by the name of Anna Lee hit upon the notion of creating a company, Vanguard, that would supply camera buffs with high-quality tripods. She secured a manufacturing facility in China and then

watched as consumers accepted the product. Buoyed by this success, two years later Vanguard added camera bags and hard cases to the lineup. By 1992, the company had established an office in the United States and had expanded the line to include monopods and ball heads. So how did this photo-video accessory manufacturer end up in the hunting business?

Because it was willing to lis-ten. In 1997, an American rep who was an avid hunter (and an admirer of the quality of the manufacturer’s tripods) suggest-ed that Vanguard get into the

outdoors industry. The follow-ing year Vanguard began mar-keting private-label shooting sticks, tripods, and hard cases. Within two years, Vanguard led the bow and firearms case mar-ket, and it increased its footprint in this niche when it introduced Winchester-branded cases. It had also created brand loyalty among hunters who were using Vanguard pivot bipods and slings as well. Then, brimming with entrepreneurial spirit, the manufacturer sensed another opportunity—sporting optics.

So, Vanguard invested in a state-of-the-art optical design facility and brought in an expert optical-engineering design team. But the most important move was to gather a sales team of North American hunters and get them involved in product development. Since the team knows what the demand is, it can help Vanguard create what’s needed to satisfy that demand.

The design team also under-stood that Vanguard’s long-term success rested on its hard-won reputation for quality. The last thing the manufacturer wanted was to be perceived as just another low-cost, low-quality Asian import. The products needed to perform well in low light, and they needed to per-form well in foul weather.

Which they do.The other challenge was to

make the product affordable for the average hunter.

Which they are.I’ve spent the past few

months using the top-of-the-line Endeavor 82S spotting scope, which is designed to deliver clear, high-contrast images, even in low light. The 20– 62x82mm scope has a light but durable magnesium tube and is waterproof and fogproof. A dual-focus wheel system enables fast focus as well as fine-tuning focus adjustment. All for $599.

But the eye-opener is the tri-pod—in this case the 263AGH with the GH-100 pistol-grip ball head (SRP: $219.99). The ball head delivers 360 degrees of rotation, and moves up, down, and sideways with a minimum of fuss. In addition, the dual-lock shoe quickly (but securely) locks the scope in place.

To sum up: For less than $1,000 (roughly $1,500 less than the price of some import spot-ting scopes), your customer can enjoy a good scope and a very robust tripod—equipment designed to withstand hard, knockabout outdoor use. I call that a bargain.

One other plus: A big con-cern of independent retailers is the delivery lag (as much as 120 days) for imports. But because Vanguard stocks many of its products in its Michigan office, delivery typically can be done in 60 days. (800-875-3322; vanguardworld.com)

Selling TipMake sure to point out the center focus wheel that lets the user get on target fast. You should also let the customer try out the tripod. A truly annoy-ing part of shooting multiple targets at a range is the amount of effort it takes to repo-sition the scope. Once your prospect swivels the scope on the ball head, he’ll instantly see that problem has been solved.

Vanguard’s Endeavor 82S spotting scope delivers clear

images in low light. Pair it with the rugged 263AGH tripod.

SHB0712_GDS.indd 44 5/7/12 4:10 PM

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WHAT’S SELL ING WHERE BY PETER B . MATHIESEN

UT Al’s Sporting Goods, Logan Squeezing an average of 900 fire-arms into 1,900 square feet, this retailer uses every inch of display space. Handgun sales are up from last year by nearly 15 percent, and the shop forecasts a strong sum-mer. “The election is keeping our sales of pistols and MSRs on the rise. We look to see an increase in pricing on MSRs by July, but we also hear that .223 and 9mm ammo could be in short supply,” says coun-ter salesperson Lee Western.Glock 19s lead the sales charts,

and Smith & Wesson K-frame revolvers are on the rise. MSRs are seeing consistent turns. Leading the pack are Bushmaster, DPMS, and Stag in .223. Pricing is already higher for these rifles, and Western says he expects to see more increases if availability becomes limited.

ID Boise Gun Company, Boise This store specializes in hunting and home-defense firearms, keeping nearly 4,000 guns in stock. Led by a large number of Kimbers in .308 and .270 for fall mountain-hunting season, bolt-action rifles are just starting to move. Ruger’s new All-American in .30/06 and Rem-ington’s 700 CDL in .270 are on the board. MSR sales are climbing quickly, with Rock Rivers and S&W M&Ps attracting the most attention.Handgun sales are climbing,

mainly due to high demand for the SIG 938 and Smith Bodyguards. Glock 20s and Ruger LCRs are also crossing the counter steadily. “We did a great deal of pre-planning this year. Without long-standing advance orders, our inventory would not be meeting the present high demand,” says owner Gary Hopper.

HI Kilimanjaro Rifles, Honolulu

This manufacturer, operating a small retail shop in downtown Honolulu, specializes in supplying islanders with high-grade bolt-action rifles and antique replicas. This year, traditional calibers such as .30/06 and .375 H&H are seeing the most action in the Serengeti and Kilimanjaro model rifles. A few Artemis riles have also sold in improved Sako 85 actions.This shop is seeing an increase in

antique re-creations. “We are con-tinually getting requests for high-grade flintlocks and blunderbusses. It’s a privilege to see these rifles come to life and put them into a customer’s hands,” says president Erik Eike. The majority of the store’s sales are for travelers to Africa and New Zealand; locally, many island-ers use the rifles for wild boar.

MN Cabin Fever Sporting Goods, Victoria Located in western suburban Minneapolis, this 6,000-square-foot storefront stocks bait, tackle, and more than 600 firearms. It stays open seven days a week, from 6 a.m. to 8 p.m.Anything small-caliber is red hot

for summer break. “Our customers are getting ready to go to their cab-ins, and are buying .22s for their kids. June is a monster sales time for rimfire turns,” says owner Jeff Byrne. Ruger .22s are flying off the shelf, including 10/22s and Target pistols. Savage Mark IIs also are in demand in .22 and .17HMR.New trap guns, like the Browning

BT-99, are selling well, as are other used single-barrel guns. Handguns are slowing slightly, but back-ordered 1911 Rugers and Glocks are seeing an increase over last year’s

highest seller, Springfield’s XD and XDM. MSRs are steady, with Bushmaster, Rock River, and DPMS all selling well.

KS Little Joe’s Pawn & Gun East, Kansas City Keeping about 200 guns in stock, this family-run pawn and gun shop specializes in used rifles and handguns. Glock Model 26s and 17s are holding the top spot for both new and used guns. The Smith Sigma series in 9mm is also moving quickly.Traditional hunting rifles are

keeping the register warm with Remington 700 Varmint specials and a few .270 BDLs. “Our bolt-action sales and trade-ins are good. It may be because of our large used rifle selection, but MSRs don’t sell well in our shop,” says manager Sean Boyd.

MO Osage County Guns, Belle Located in mid-Missouri 60 miles north of Fort Leonard Wood, this retailer keeps more than 3,000 guns on the floor . SIG Sauer holds the commanding lead, with the 1911 series at the top of the list. Kimber and Springfield 1911s hold second and third place, respectively. “Our handgun business is up 25 percent from this time last year, and we don’t anticipate any slowdown until next year,” says owner Edward Pepper.Rifle sales are holding steady at

about the same pace as last year. SIG M400 MSRs have taken the high sales slot, and ArmaLites are seeing a few turns. Ammo stock is strong, but prices are inching up due to increasing delivery costs. Sales of general handgun accesso-ries remain high.

West

Midwest

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Preventative Medicine The benefits of Being an NSSF Retail Member

Firearms and ammunition retailers have it

tougher than ever and their issues vary.

Unfriendly laws. Aggressive competition.

But retailers have a partner in the business. The

National Shooting Sports Foundation is the voice

of the fi rearms industry and a trusted resource for

outdoor sporting goods retailers.

By becoming an NSSF member, you are never

alone. Some key benefi ts designed specifi cally for

retailers include:

• Comprehensive materials and guidance to

maintain ATF/legal compliance with everything

from a 4473 overlay to a new legal hotline just

for retailers.

• Discounts to help retailers grow 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.

• Customized services and amenities at the

industry’s leading trade event, the SHOT Show®.

• Programs and partnerships to help recruit

new customers such as First Shots®, Hunting

Heritage Partnership® and the NSSF Range

Grant Program.

• Discounts on the industry’s benchmark research

that gives retailers a competitive edge.

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 our chorus. Contact Bettyjane

Swann at (203) 426-1320 or [email protected].

National Shooting

Sports Foundation®

WWW.NSSFMEMBERSHIP.COM

BN_044322_SHB0712.indd 1 5/11/12 12:27 PM


WHAT’S SELL ING WHERE

GA Autrey’s Armory, Fayetteville Keeping a total of 15 employees, this tactical home-defense retailer is located in the southern suburban Atlanta area and features 12 indoor rifle and pis-tol shooting lanes. Handgun sales increased by nearly 20 percent this year. Model 19 and 20 Glocks lead the counter, but Smith J-Frame Model 642s are selling well. “Who knows if our sales increase is from high crime or the election, but inventories are good and it will be a challenge to keep them high,” says manager Mark Poole. Another sur-prise this season was the high demand for the Charter Arms Lady Chic pink revolver. It has completely sold out. MSR sales are up, turning daily.

Rock River Arms offerings top the list, and Smith M&P Sporters are

selling almost as fast as they reach the racks.

TX McClelland Gun Shop, Dallas

Family owned since 1972, this 8,000-square-foot retailer averag-es 1,000 guns in inventory and employs five gunsmiths. Handguns are the fast movers for June; the highest numbers are Springfield 1911s and Ruger LC9s. “We’re doing pretty well keeping up with our customers’ demands. We bought for the election period, but we’re still dealing with ‘allocations’ from our distributors,” says owner Ron Rutledge.Shotgun sales are warming in

anticipation of dove season. Beretta A400s and the Browning Maxus are moving. Rutledge says he expects to see increased sales throughout the summer.

MSRs are selling daily, predomi-nately Bushmaster optics-ready models. Plenty of MSR custom-shop hog guns are on order.

TN Mitchell’s Country Store,

Jackson Located in the western third of the state, this small general store sells groceries, hardware, and sporting goods and keeps an aver-age of 75 guns in stock at any time. Handguns rule the counter, with Springfield XDs and Glock 19s hold-ing the high ground. “I could sell a lot more, but I’ve been waiting for some guns from Ruger for more than a year. I do realize I’m a small shop, but it’s really difficult to get inventory,” says owner Roy Mitchell.Sporting-gun sales are down to a

crawl, but Mossberg 500 home-defense guns are selling. Rock Rivers also are turning every week.

NJ Castronova’s Gun Garage, Freehold This small-town cen-tral New Jersey dealer keeps 150 to 200 guns in stock . Handguns are steady, with Ruger Mark 111s topping the list, and Smith .375 Stainless K-Frames in second. “Handguns are good, but I’m already having trouble ordering in many models. I wish I would have pre-ordered more,” says owner Dominic Castronova.Benelli Nova Pumps are seeing a

few turns, as are used trap guns from Browning and Ithaca. Rimfires, in particular, are selling well; Henrys are back-ordered and Ruger 10/22s are garnering admirers. Ammo stocks are good at this time.

PA Enck’s Gun Barn, Newmanstown Located only 24 miles from Cabela’s, this store

keeps a carefully chosen inventory that its competitors do not. Owner Bob Enck says handgun sales are up more than 25 percent compared to last year. Glock Models 17 and 19 hold the top slot. Rimfire .22s are also red hot. Ruger Mark IIIs and Beretta Neos sell exceptionally well. MSRs are extremely strong, with

daily turns on Windhams as they arrive. Bushmasters are performing well because of availability. Mossberg 930SPX tactical shot-guns are also in high demand.“We are in a heightened state of

inventory awareness and availability to maximize our profits. Our Web presence and receiving guns from other sales are all part of our strate-gy to increase our profits,” says Enck, who notes that when a gun is entered into the logbook, it’s auto-matically added to the store’s gun online inventory page. Customers

come in daily, asking for specific firearms from the list.

NY Interlaken Guns, Interlaken Located in the Finger Lakes region, this retailer has an active home-defense and hunting firearms business. Handgun sales are off the charts, led by Glocks in 9mm and .40, followed by Smith J-Frames and M&Ps. There’s also a growing demand for large-frame revolvers, such as Smith 500s and Ruger .454s. “We saw this coming and planned our orders accordingly,” says manager Mark Wroobel.For MSRs, Rock Rivers and Colts

hold the top slots. Ammo inventory is good, but Wroobel expects price hikes over the summer. He says that maintaining relationships with dis-tributors and manufacturers is key when demand is high.

South

East

SHB0712_WSW.indd 48 5/8/12 4:20 PM

SLIM, CONCEALABLE POWER IN 9MM & .40 S&WEverything superior about M&PTM now comes in a lightweight carry size. Choose 9mm or

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Other features include a large focus wheel strategically placed toward the cen-ter of the binocular to remove strain on the focus finger and improve balance. The result is a relaxed, comfortable grip, even when the user is wearing thick gloves. The forward placement of the focus knob also eliminates interference from the brim or bill of a hunter’s hat. For enhanced dura-bility, Zeiss has also created a high-grade magnesium Double-Link Bridge that not only protects the focus wheel, but facili-tates a natural and almost effortless setting of the diopter control. Intentionally sepa-rating focus and diopter controls also pro-vides a smoother, more precise focus. Available this fall. SRP: Victory 8x42 HT, $2,444; Victory 10x42 HT, $2,499. (800-441-3005; zeiss.com/sports)

Sims Vibration LaboratoriesThe Limbsaver Kodiak-Lite Sling, made

from the proprietary NAVCOM (Noise and Vibration Control Material), which has been designed to absorb the transmis-sion of vibration, features a lightweight contour design. The nonslip sling can be used on rifles and crossbows (with stan-dard or quick-release swivel attachments) as well as compound bows (using specially designed buckles and webbing). Available in black and camo. SRP: $24.99. (877-257-2761; limbsaver.com)

Frankford ArsenalFrankford Arsenal’s Ultrasonic Cleaners combine high quality with affordability to deliver state-of-the-art cleaning power for brass and other parts. High-frequency ultrasonic agitation quickly and quietly cleans the exterior and interior of brass without a mess; the process will even break down stubborn carbon buildup found in primer pockets.

The cleaners are available in two mod-els: the EZ Sonic Cleaner and the Extreme Sonic Cleaner. The EZ Sonic Cleaner is a 30-watt unit at 42KHz and has a tank size of 5.8 by 4.8 by 1.9 inches, giving it a capacity of .75 liter. It is capable of clean-ing approximately 125 pieces of .223 brass per batch. SRP: $49.99. The Extreme Sonic Cleaner is a 100-watt unit at 42KHz. Tank size is 7.7 by 6.5 by 2.6 inches, giv-ing it a capacity of 2 liters. It is capable of cleaning approximately 350 pieces of .223 brass per batch. This model provides added cleaning power with a heating func-tion. It also offers a digital display and time controls. SRP: $99.99

Both models include removable baskets for convenient draining. Two specialized cleaning solutions are available; one has been designed specifically for brass, the

other for miscellaneous parts such as pistol barrels, gas pistons, and trigger groups. (573-445-9200; battenfeld technologies.com)

Royal PurpleBest known for high-performance synthet-ic lubricants designed for the automotive industry, Royal Purple is branching out to the firearms industry with a new gun oil. Royal Purple Gun Oil uses a proprietary additive (Synerlec) designed to enhance the base oil’s ability to protect firearms from metal-to-metal contact under heavy loads. This reduces fouling and improves performance. Royal Purple Gun Oil’s syn-thetic solvency lightly cleans firearms as well, so owners can use one product as opposed to buying a cleaner and a sepa-rate lubricant. It works in varying temper-atures, and will not thicken in cold weath-er. SRP: $10.23, 4-ounce can. (281-354-8600; royalpurple.com)

I.O. Inc. I.O. Inc. is reintroducing the Hellcat pistol with improvements and adjustments designed to make it better appeal to the concealed-carry market. The new Hellcat features stronger slides for enhanced per-formance and reliability as well as high-visibility sights to help the user focus fast-er and fire more accurately.

The Hellcat is chambered in .380 Auto and has an overall length of 5.16 inches. Width is less than 1 inch and the height is 3.6 inches. The 2.75-inch steel alloy barrel has six grooves and 1:16 twist. Designed with both male and female shooters in mind, the Hellcat weighs only 9.4 ounces empty, and ships with a six-round stainless-


new products

(Continued from page 52)

Sims’ Limbsaver Kodiak-Lite Sling is made of nonslip material designed to absorb vibration; it works with both rifles and crossbows.

Frankford Arsenal’s EZ Sonic Cleaner uses ultrasonic technology to clean brass. A larger version is also available.

SHB0712_NPD.indd 50 5/8/12 2:35 PM

steel magazine and a custom pocket pouch. SRP: $249.95. (845-652-8535; ioinc.us)

Hawke Sport OpticsConstructed with a one-piece monotube chassis, the new 1X scope from Hawke Sport Optics was originally designed with the crossbow user in mind, for use in states that restrict magnification. Its dual-cross six-aim-point reticle (calibrated at 315 fps) delivers extreme accuracy without magnifi-cation. But the scope also benefits turkey hunters. Rather than a red dot, which can be hard to see in bright sunlight, the scope’s illuminated reticle is always visible. Also, the top cross in the reticle represents 4 inches at 40 yards. Just place the cross on the tom’s head and pull the trigger.

The fast-growing tactical and CQB seg-ment will also find use for this compact low-profile scope. Weighing just over 9 ounces, the scope allows for quick target acquisition courtesy of its generous eye relief and parallax-free image reproduction. The illuminated cross aim points are easy to use, and are ideal for use in close-quarter settings. The scope is waterproof, fogproof, and shockproof, and covered by the Hawke Worldwide Warranty. SRP: $99.99. (877-429-5347; hawkeoptics.com)

I.O.’s reintroduced Hellcat pistol improves on the original design, and features stronger slides, high-visibility sights, and enhanced performance and reliability. It weighs only 9.4 ounces empty, and ships with a six-round magazine.

www.pulsarnv.com | www.facebook.com/pulsarnv | www.twitter.com/pulsarnv

Pulsar is the global leader in generation 3, digital and thermal night vision systems. The advanced models are designed for harsh environments, long distance observation and video recording. Hands-free and rifle-mounted operations are available. US manufactured models are export prohibited and some versions are restricted to official US Military and police use only.

To request a Pulsar catalog or to request an Authorized

Dealer Application, call 817-225-1704.

Go to: www.ShotBusiness.com for free info.

SHB0712_NPD.indd 51 5/14/12 12:43 PM

ZeissZeiss claims its new Victory HT binocular gives hunters an unparalleled advantage in the field, with nearly 95 percent light transmission. Designed to let hunters observe game in low light and in deep cover, the new binocular takes advantage of several new Zeiss features, most notably proprietary Schott High Transmission (HT) glass, a super-efficient Abbe-Koenig prism, and newly enhanced proprie-tary Zeiss T* multi-layer coating.

(Continued on page 50)

new products photo by just in appenzeller


SHB0712_NPD.indd 52 5/8/12 2:38 PM

BN_044504_SHB0712.indd 1 5/9/12 11:51 AM

MODEL 700 BDL 50TH ANNIVERSARY EDITION

CHAMBERED IN 7MM REMINGTON MAGNUM

MODEL 700 XCR II

AVAILABLE IN A WIDE RANGE OF CHAMBERINGS

BN_040444_SHB0312.indd 1 1/13/12 11:44 AM

shot business -- june/july 2012

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