INSIGHT NEWSLETTER- MARCH 2009

Membership Redefined, Renewal Time is Here

The ATA has expanded its membership classifications. Find out why and get the details about new categories, dues and the mailing you'll receive soon from the ATA membership team.

ATA Updates Membership Categories

The ATA and its Board of Directors recently reviewed and expanded its membership classifications from five to 10 to ensure all members receive maximum benefits from their annual dues, whether they're sole-proprietor retailers or large manufacturers.

ATA membership has averaged about 1,650 in recent years after hitting a low of 505 in 2000 when it was known as the Archery Manufacturers and Merchants Organization, or AMO. ATA membership nearly doubled by 2003 to about 950 members, and has shown consistent growth throughout this decade.

With so many members -- and a more diverse retail membership -- ATA leaders realized last year that the previous classification system did not accurately reflect the varied ways companies were doing business. For instance, the Sales & Service category was too broadly defined and its rolls included 125 businesses that often had little in common. Therefore, the ATA created more accurate definitions and equitable dues schedules to ensure members are classified to meet their varied needs.

The new classifications define two manufacturing categories, Regular Manufacturer and Basic Manufacturer. Nearly all manufacturers except companies new to the industry will be Regular members. The review also separated distributors into their own category for the first time.

Most changes centered on the Retailer classification, a group that is now separated into five categories:
-- ProShop Retailer,
-- Retailer,
-- Basic Retailer,
-- Archery Reseller (Wal-Mart, Shopko, catalog, Internet and mail-order exclusive),
-- Multiple Channel Retailer (Cabela's, Bass Pro Shops, Dick's Sporting Goods, Gander Mountain, etc.).

The other three classifications are Media, Supporting and Sales Representative. ATA members will soon receive their renewal invoice for the membership year beginning April 1, 2009, and ending March 31, 2010. This mailing includes definitions for ATA's revised and expanded membership classifications and corresponding dues schedule.

Also read upcoming ATA newsletters, press releases, trade magazines and the ATA Website for more details about the revised membership classification system.

Membership Renewals Due Soon

ATA members will soon receive their renewal invoice for the membership year beginning April 1, 2009, and ending March 31, 2010. This mailing includes definitions for ATA's revised and expanded membership classifications and corresponding dues schedule.

The ATA Board of Directors recently approved new definitions for membership that increase membership categories from five to 10.

Categories and their dues:

Regular Manufacturer
Dues, $2 per square foot of booth exhibit space at ATA Trade Show.

Basic Manufacturer
Dues, $100 annually, up to three years maximum.

Regular Distributor
Dues, $2 per square foot of booth exhibit space at ATA Trade Show.

ProShop Retailer
Dues, $120 annually.

Retailer
Dues, $120 per year with annual cost-of-living adjustment (COLA)

Basic Retailer
Dues, $50 annually, up to three years maximum.

Archery Reseller
Dues, $1,200 annually with annual cost-of-living adjustment (COLA).

Multiple-Channel Retailer
Dues, $1,200 annually for one to three stores; and $1,800 annually for four or more stores.

Sales Representative
$100 annually for each sales representative employed by the organization.

Supporting
$200 annually.

Media
$200 annually.

The ATA encourages members to pay their dues promptly to ensure they receive all benefits throughout the year. Those who wait until later in the year to sign up must still pay the full annual dues.

For more information contact Laura Shields, (866) 266-2776, ext. 201, This e-mail address is being protected from spambots. You need JavaScript enabled to view it ; or Kelly Kelly, (866) 266-2776, ext. 6, This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

Trade Show Booth Registration, New Rates and Dates

Booth registration is just weeks away. Find out what's new for 2010, get the latest on new trade show dates and a decision to increase booth rates.

ATA Trade Show Set to Increase Booth Rates for 2010

For the first time in eight years, the Archery Trade Association (ATA) Board of Directors has voted to increase booth rates effective for the 2010 trade show.

The increase, now $18.00 per square foot for regular members and $20.00 per square foot for supporting members, will account for the cost of inflation, the costs required to secure venues and manage the show. The increase will also maintain funds set aside to grow archery and bowhunting. Previously, rates were set at $17.00 per square foot for regular members and $19.00 per square foot for basic members (now categorized as supporting members).

The ATA's board of directors voted to increase rates at its June 2008 board meeting for the first time since 2001. Booth rates for the 2001 trade show were $11 per square foot and the decision was made to increase rates to $17 per square foot for the 2002 show.

"We held off on increasing rates as long as we could," said Jay McAninch, ATA CEO/President. "But, the Board felt, at some point, we had to account for the rising costs of services we provide to preserve our show quality."

The ATA Trade Show brings thousands of industry insiders together to write orders and conduct business each year.

In an effort to keep square footage increases to a minimum, the ATA will raise rates in other areas. Shooting lanes will increase from $1,000 to $1,200 per lane, while exhibitors with corner booths will pay an additional fee of $200 per corner. In addition, beginning for the 2010 show, only ATA members can exhibit.

The ATA's trade show team, led by Trade Show Manager Cindy Brophy, is prepping for exhibitor booth selection. Booth selection begins March 30. Watch for mailed information as well as updates on the ATA's Web site at archerytrade.org.

Last month, more than 7,000 industry insiders attended the 2009 show and, of those attending, over 2,500 dealers who represented nearly 1,000 individual shops. Revenues from the show help grow archery and bowhunting, primarily through grants to states and local agencies to implement program such as NASP and the development of shooting facilities.

Booth Registration Begins March 30

Booth registration for companies exhibiting at the 2010 ATA Trade Show in Columbus, Ohio, will begin March 30 and end in May, said Cindy Brophy, ATA Trade Show manager.

Registration times are determined by a preference system that rewards longevity for ATA membership (5 points per year), show participation history (five points per show), and booth floor space (1 point per 100 square feet of space). Exhibitors are notified of their registration date and time by e-mail and regular mail. The notification also verifies the company's contact person and phone number Brophy should call at the appointed time.

"We try to wrap up each reservation in five to 10 minutes, so I encourage everyone to study the show floor in advance so they locate the show's main entrances," Brophy said. "And if they think they'll want a shooting lane, locate the lanes before locking in on your booth."
Registering the 450-plus exhibitors usually takes about six weeks. Brophy said a real-time show-floor map will soon be posted on the ATA's web site, www.archerytrade.org. Navigational tools for the floor plan allow exhibitors to see which space is open, and which companies have already locked in their booth site.

Those having problems using these tools should contact Brophy at (801) 261-2380, ext. 205, or This e-mail address is being protected from spambots. You need JavaScript enabled to view it before their appointment. "We update the floor plan in real-time, so hit the ‘refresh' button regularly to ensure you're seeing the most current view," Brophy said. "If you have questions, write them down so you don't forget when I call."

2010 ATA Show Dates Change

The 2010 ATA Trade Show in Columbus, Ohio, will run Jan. 13-15, Wednesday through Friday, to avoid scheduling conflicts with the Shooting Hunting and Outdoor Trade Show the following week in Las Vegas.

The Board made the change so exhibitors attending both the ATA and SHOT shows had enough time to make the transition between events. Before adjusting the ATA Show dates, these exhibitors had only two days to pack up in Columbus, and travel and set up in Las Vegas.

Ninety-five exhibitors attended both trade shows in January, which is more than 20 percent of the 450 exhibitors that had booths at the 2009 Trade Show in Indianapolis. In addition, 24 of those companies had booths covering at least 500 square feet. After reviewing those numbers and other issues, ATA staff and the Board of Directors decided the best alternative was to move the show dates ahead one day.

"Even a three-day window between shows is a difficult challenge for exhibitors," said Cindy Brophy, ATA Trade Show director. "We have a system that gives SHOT exhibitors top priority for moving out of Columbus, but that's still not enough to cover a two-day window between shows. They might not get to Vegas in time if they run into any snags in shipping and delivery. Given the size of the job and the distance involved, the Board agreed it would be best to work with the Greater Columbus Convention Center to change our dates."

For more information, contact Cindy Brophy at This e-mail address is being protected from spambots. You need JavaScript enabled to view it , or by phone at (866) 266-2776, ext. 205.

ATA, Sportsman's Groups Meet with Congressional Leadership

In an effort to collaborate with Senate Democrats, representatives of the sportsmen's community met with committee leaders and staff in Washington, DC, on Feb. 18.

The ATA's CEO/President Jay McAninch attended along with leaders from the Association of Fish and Wildlife Agencies, Congressional Sportsmen's Foundation, Safari Club International, Isaac Walton League, National Fish and Wildlife Foundation, Ducks Unlimited, Pheasants Forever, National Wildlife Federation and the Boone and Crocket Club.

At the meeting, McAninch addressed funding needs for state wildlife agencies.

"In order for these agencies to continue the work they're doing to grow shooting sports and hunting, I've encouraged the administration to consider expanding traditional sources of funding," said McAninch. "In addition, there's a need to explore new ways to find support from everyone who uses the land and enjoys the wildlife populations managed by state agencies."

The group offered the Committee staff a set of general priorities developed by the American Wildlife Conservation Partners. The ATA is a founding member of the American Wildlife Conservation Partners and McAninch serves on its steering committee.

Grassroots Dispatch: The ATA's Ground-Level Efforts

From Reno to Roanoke and areas in-between, ATA staff work to assemble state agency leaders and ATA members in Colorado and Montana, while highlighting the trade association's achievements at the NABA Show before contributing to an annual deer study group meeting in Virginia.

McAninch Highlights ATA Supported Efforts at NABA Show

The ATA highlighted its efforts to grow archery and bowhunting participation at the National Archery Buyers Association (NABA) Show where ATA CEO/President Jay McAninch served as a guest speaker, Friday, Feb. 13.

NABA hosts two buying opportunities for dealers: the ATA Trade Show and its own NABA Show, held in Reno, Nev., Feb. 12-14. McAninch, along with guest speaker and Director of the Nevada Division of Wildlife Ken Mayer, addressed issues relevant to those attending. That included

McAninch's comments about Washington's new administration and its impact on small business. He also gave the NABA members reasons for optimism by describing the shooting facilities being built, the establishment of outdoor community archery parks, the $600,000 ATA provided to state agencies to implement NASP and the development of Explore Bowhunting, a curriculum the ATA is piloting to introduce kids to bowhunting and conservation.

"With the leadership and financial support of state agencies, Easton Sports Development Foundation and the ATA, we are creating the archery infrastructure that is so important to the success of our sport," said McAninch. "In several states including Michigan, Alabama, Tennessee, Iowa, New Jersey, Nebraska and Florida, the state agency and ATA are funding the implementation of NASP into urban schools and ASAP into city recreation programs."

Despite news that Nevada's state wildlife agency recently absorbed a 38 percent budget cut, Director Mayer announced his agency's partnership with the ATA to hire an archery recruitment coordinator. The position, stationed at the Clark County Shooting Range in North Las Vegas, will be filled this year and will begin implementing NASP and ASAP in area schools and recreational programs.

More importantly, Mayer expressed regret that state agencies and industry had grown apart and vowed to work with the industry for the mutual benefit of both parties, a sentiment that was well received by his audience of NABA members.

Spotlight on the West

In an effort to build stronger relationships between the ATA and state agencies, the ATA's director of government affairs, Mitch King, recently met with leadership from the Colorado Division of Wildlife and the Montana Department of Fish, Wildlife and Parks.

Both states are looking to create archery infrastructure and grow archery and bowhunting in their communities and have looked to King and local ATA members to bring value to project plans.

"Each effort ties into a larger picture to improve working relationships between our ATA members and state wildlife agencies in the West, with the expectation of making real progress toward archery and bowhunting recruitment activities," said King. "We're bringing these two groups - agencies and ATA members - together across the country. Our Michigan effort is well underway and things are happening in Arizona, Kentucky, Tennessee and several other states."

During this year's trade show, ATA members from Michigan and Arizona attended meetings designed to put folks from the archery and bowhunting industry into the same room with their state's wildlife agency. With 40-plus attendees from Michigan and nearly 15 attendees from Arizona, each meeting set a precedent for aligning the two fronts in other states.

In Colorado, both King and ATA member Brad Love of W.R.I./Vista Manufacturing attended the Wildlife Conservation and Partnership Dinner hosted by the Colorado Division of Wildlife. The division's director, Tom Remington, emphasized his focus on recruiting young hunters and anglers as well as his commitment to developing future recruitment activities. King and Love proposed a meeting that would bring Colorado ATA members to Denver to coordinate focused dialogue and planning on joint efforts to create and enhance bowhunting recruitment activities.

To the north in Montana, King worked with Joe Maurier, the new director of the Montana Fish, Wildlife and Parks, to advance plans for a community archery program in Helena. In Billlings, King is working with ATA member TJ Smith of Superior Archery Company and the state leadership on a Community Archery Program in that community. While the Billings project is in its preliminary phases, the Helena project is tied to the construction of a new environmental education center. Currently, the agency is gathering state funding for the center.

Southeast Deer Study Group Meets in Roanoke, Va.

The 32nd meeting of the Southeast Deer Study Group, held in Roanoke, Va., February 22-24, covered such topics as the decline in hunter numbers and the impact of technology on deer hunting.

Jay McAninch, the ATA's CEO/President, represented the trade association along with ATA contributing editor Pat Durkin and ATA Board members Ben and Greg Summers of TRU Ball Release Products.

McAninch was one of 10 honored for attending the 1977 joint meeting between the Southeast and Northeast Deer Study Groups at Ft. Pickett, Va., where the Southeast Deer Group was formed.

Those attending the meeting recognized that, while hunter numbers have declined at rates inadequate to control deer populations, modern deer management is capable of managing populations to accommodate a wide variety of harvest objectives and a diverse array of population goals.

In addition, technology's impact on deer hunting was considered as it relates to hunting ethics - a potential negative impact - while benefits were also noted. Technology can greatly improve the hunting experience for many. At any rate, the group felt agency deer professionals are obligated to be aware of new technologies and equipment if their uses alter the vulnerability of hunted deer and change the level of success rates.

Bob Ives Retires from ATA

Bob Ives retired as the ATA's director of membership services Feb. 20 after working to establish the program during his nearly two-year tenure.

Since joining the ATA in May 2007, Ives' explored the extent and type of education, training and service programs ATA members preferred in return for their dues. Besides expanding the group's service provider program, Ives solidified the seminar series at the ATA Trade Show. With leadership and support from the ATA Dealer Council, Ives also brought uniformity and continuity to The Real Deal program at the show.

"Bob was a big help in giving us an identity for our membership programs," said Jay McAninch, ATA president/CEO. "His ideas and trial efforts will help us as we continue to search for the right mix of programs to satisfy the ATA's diverse membership. We're grateful for his service, and wish him a healthy and happy retirement."

Ives served as vice president of Gold Tip Inc. from 2003-2007 before joining the ATA.

McAninch said Ives' duties have been reassigned to ATA staff members Laura Shields, member services; and Kelly Kelly, manager of support services.

"I can assure ATA members that our member-support services and programs will continue to serve their interests and needs," McAninch said. Direct membership-related questions to Laura Shields, (866) 266-2776, ext. 201, This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

Did You Know?

Schools in New York have sent thank you letters to the ATA for its effort to support the National Archery in the Schools Program (NASP). Letters of thanks were received from Sandy Creek Central School District and Camden High School. Both schools received funding in 2008 through a $15,000 grant provided to the New York State Department of Environmental Protection to pilot NASP.

The ATA has donated grants totaling more than $620,000 to help fund NASP pilot efforts in the U.S. and internationally. To date, 3.2 million students have participated in NASP in 4,700 schools, 46 states and five countries. New states implementing the program in 2008 included New York, New Mexico and Connecticut. New countries include South Africa and New Zealand.