INSIGHT NEWSLETTER- JUNE 2009

ATA Looks to Re-Define Brand, Improve the Trade Show Experience

The Archery Trade Association is pleased to announce an ongoing initiative to re-define the ATA brand and improve the ATA Trade Show experience for both exhibitors and attendees.

In April, the ATA hired Kurt Weber, an independent brand management consultant and former owner of Apple Archery Products, LLC. During his tenure with Apple, Weber rebuilt the Apple brand and created the Excellence Through Innovation team, launching more than 10 new product offerings in two years.

Weber has a degree in communications from the University of Delaware and a strong background in sales, marketing and conference promotion. He brings creativity and experience to the strong team already in place at the ATA.

Additionally, the ATA named That's Nice LLC as its principle marketing and brand management agency. That's Nice is a medium-sized agency specializing in strategic branding and trade show management. The company also offers a full complement of creative and tactical marketing talent. It was instrumental in helping Apple Archery rebuild its brand and manages brands and full-service marketing for several Fortune 500 companies. That's Nice is headquartered in New York City.

Over the next several months, members will see evidence of these efforts as a new ATA logo and branded look will be implemented in all ATA communication materials. Meanwhile, ATA communications manager Amy Hatfield expects to launch the newly designed ATA Web site this month. The site will offer a more robust menu of information, a professional and credible design and stronger, user-friendly navigation.

Look for a significant rollout of the new ATA brand at the ATA Trade Show in Columbus, Ohio, Jan. 13-15, 2010.

ATA Board Installs New Directors

The ATA Board of Directors seated its four recently elected members during its annual spring meeting April 20-22. Returning Board member Ben Summers, director of operations of T.R.U. Ball Releases, won re-election in the annual winter race. Joining Summers were new Board members Gregg Jenkins, president and owner of Apple Archery Products LLC; and Mike Walston, chief operating officer of Lone Wolf Portable Treestands. In addition, Pete Shepley, founder/president of PSE returned to the Board for the first time since stepping down from his previous three-year term in 2006.

The new members attended a one-day orientation on April 20, and then took part in the two-day Board meetings that followed.

The Board also seated its 2009-2010 Executive Committee, which consists of Chair Larry Griffith, president and owner of the Bohning Co.; and co-chairs Michele Eichler, CEO of Muzzy Products Co.; and Greg Easton, president of Easton Technical Products.

Also new to the Board was Burke Perrett, who now represents Gold Tip Inc. on the Board.

The Board also...

-- Discussed the ATA's financial status, which was described as "healthy." The ATA is financially capable of devoting the necessary resources to grow archery and bowhunting nationwide. Under Griffith's guidance, the Board is also studying a program to provide permanent funding for the ATA Foundation, the nonprofit entity that receives and disperses funds to develop, promote and defend programs to grow all aspects of archery.

-- Discussed Trade Show staffing and support. The ATA has contracted with Kurt Weber, former owner of Apple Archery Products, to work with the ATA's Keri Collett, Cindy Brophy and Amy Hatfield to develop a comprehensive marketing plan to enhance and promote the annual ATA Trade Show, as well as the ATA's "brand."

-- Discussed the Trade Show's financial report. After studying the report in detail, the Board unanimously voted to abolish the ATA Great Giveaway.

-- Discussed the ATA's Community Archery Program and the 2008 ATA Summit meeting, which was held in December. The ATA continues to work with state wildlife agencies to develop shooting ranges and archery parks nationwide to ensure kids have a place to shoot after going through the National Archery in the Schools Program.

-- Accepted a $200,000 award from the Easton Sports Development Foundation for use in Community Archery Programs and ATA efforts to grow archery.

The Board's next meeting will be June 23-25 at Louisville, Ky.

ATA Campaigns for CAP

The ATA will meet with state fish and wildlife agencies to build on recent momentum for the trade association's Community Archery Program (CAP).

Mitch King, the ATA's director of government relations, is addressing the nation's four regional agency associations where he'll work to develop strategies to build community archery facilities and CAPs.

King has already spoken with directors from Northeastern and Southeastern states at their annual regional conferences. Several agency directors and their leadership teams - including those from Texas, Arkansas, Mississippi and Kentucky - have expressed interest in creating CAPs in their states since meeting with King.

During June and July, King hopes to add to that list when meeting with agency directors from the West and Midwest at their conferences. He expects more states to launch CAPs once they learn the ATA can help by partnering with them to provide staffing support, design assistance and reliable funding.

Still, CAPs require leadership from the agencies and the communities. Without support from agency and community staff, it's impossible for a CAP to get beyond the planning stage. But with that support, states and communities can benefit by drawing more people into archery.

As existing CAPs demonstrate, archery facilities become destinations for locals and visitors. Further, some archers become bowhunters, ensuring license revenues remain stable or grow, thus ensuring reliable funding for agencies.

CAP RECAP: Summer Progress Report

At Cullman, Ala., the community celebrated the grand opening of its archery park April 29. Cullman also held its first tournament at the park May 2-3. The event, run by the Heritage Archers, attracted at least 125 shooters despite rainy weather. Its next tournament will be July 4-5.

The grand opening, which picked up coverage in publications ranging from the Outdoor Wire to the Birmingham News, was also featured in the National Recreation and Park Association's weekly e-newsletter. This coverage was particularly important considering the ATA's ambition to help archery find its way into community recreational programs across the country.

Here's a quick report on progress made in five states that have received ATA funding to build or enhance shooting ranges and other archery facilities through its Community Archery Program (CAP).

In Alabama...

-- Four shoots have been held at the Athens community archery range, two by the Morgan County Bowhunters Association and two by the newly formed Limestone County Archery Association. The Limestone CAA plans five more events this summer.

-- The Athens Parks and Recreation Department now offers an archery program for home-schooled students.

In Tennessee ...

-- The Montgomery County Shooting Complex, will play host July 19-24 to the Tennessee Outdoors Youth Summit. The Easton Sports Development Foundation provided $100,000 for the complex, and the ATA provided more than $30,000.

-- The Clarksville Parks and Recreation Department plans to offer archery recreation programs soon.

In Michigan...

-- Michael Galella began managing the Demmer Center in Lansing on May 26. Galella is experienced in marketing and finance, and has worked in retail and service-oriented businesses. He also owned and operated a shooting range in California. The Demmer Center is expected to open to the public in mid-August. Several events are scheduled, including a workshop for 10 part-time archery coordinators whose positions the ATA helped fund. Michelle Doerr will represent the ATA at the workshop.

In Minnesota...

-- The outdoor archery facility at the Carver Park Reserve in Victoria, southwest of the Twin Cities, is scheduled to be completed in August. The ATA provided $9,000 to the Three Rivers Park District to create archery programs at the facility.

-- The Minnesota Department of Natural Resources expects to direct more funding to the National Archery in the Schools Program in the months ahead.

In Alaska...

-- Juneau's archery facility remains on track for its planned opening in September. It has received an occupancy permit, and played host to a legislative event.

Mark It Down!

June 23-25, 2009: ATA Annual Board Meeting, Louisville, KY
August 17-21, 2009: ATA Staff Meeting, Columbus, OH
Dec 15-17, 2009: ATA Archery and Bowhunting Summit Meeting, Nashville, Tenn.
Jan 13-15, 2010: ATA 2010 Trade Show, Columbus, Ohio.