A1 - Mr.Stephen Ashmore
Tabata USA, Inc. (TUSA)
2380 Mira Mar Avenue
Long Beach, CA 90815
562-498-3708 PH
562-498-0415 FX
stephena@tusa.com
www.tusa.com
Position Statement
I think it is important before becoming involved in any organization to understand the group’s basic charter and
objectives. While DEMA has numerous Mission Statements and Goals, I feel these are most probably best
summed up in DEMA’s Bylaws, Article III “Purpose and Objectives”, Section A. “To promote the advancement of
the diving industry, to promote and encourage the growth of diving activities, and to enhance the growth and
public enjoyment of the sport of diving”.
By working towards and achieving this one goal, many of the other Objectives will both be contributed to and
supported.
It is then critical to ask yourself the question – “do I have the time, energy, drive and experience to reach these
Objectives through both personal commitment and providing my support and cooperation to other board
members and DEMA stakeholders?” In addition, this commitment must be made void of any personal or political
agendas and at all times the interests of members and the industry must be paramount.
I also feel it is important to “believe” in the Board, (the direction and management of DEMA). During the last 5
to 7 years I think all would agree that the Board – through the dedicated efforts of the DEMA staff and past and
present Board Members – has evolved into a dynamic and effective member Organization that is poised to
affect positive programs and initiatives that will benefit all members and the industry as a whole. I am
extremely excited at the possibility of becoming involved in many of these programs and look forward to the
opportunity of supporting their development and success.
Thanks to the present structure of my company, I am now in a position to devote the time and energy to
aggressively represent the interests of all DEMA stakeholders and actively pursue DEMA’s Objectives, and would
like to ask all members for your support in my election to the Board.
Objectives: The easy part is making the Statement – the tough part is making it happen.
Basically it is the age old question, ‘How do we Grow the Industry?’, and looking at the main areas of Diver
Acquisition, Diver Retention and Travel, I would like to involve myself in marketing initiatives and campaigns
that effectively address growth in these areas.
I regularly ask Dealers and Dive Resorts – “What can we do for you?” and one of the common answers is “Send
me Customers” – although often tongue in cheek, I believe there are many basic marketing initiatives that can
utilize not only readily accessible outside data but existing data within the industry to develop campaigns that
will not only drive new divers seeking the adventure and mystique of diving into dive centers, but also motivate
existing divers to rediscover the passion through local diving or destination diving.
We also have many existing programs - Ships to Reefs, the Scuba Tour, Deep Ambitions that have gained so
much momentum and success, and now the “Be A Diver” campaign has been launched. I see the “Be A Diver”
campaign as the nucleus for DEMA’s marketing direction and focus in the near future and the potential to
develop marketing offshoots and related programs is extremely exciting and encouraging - something I would
really like to get involved in.
DEMA is about you – it is about the industry that you live and work in and provides a livelihood for all of us. We
need a strong industry and one way to grow is through increased participation from all those involved in our
industry, and it surprises me that we have such a low percentage of Dive Retailers as members. As an industry
organization DEMA needs to be providing such high levels of service, support and benefits that there should be
no dealers who have any excuse not to become members. Just the marketing benefits and available resources
offered by the “Be A Diver” campaign are surely justification enough to become a member. By developing
additional programs that “drive” potential divers into (member’s) stores we can add another justification for
retail outlets to become a DEMA member and support our industry.
Ocean Conservation and Environmental awareness is an area of extreme importance, not only to our industry,
but also for our planet and future generations that will enjoy the oceans. The only way we are going to affect
change is to raise awareness of the situation in all sectors of the community and get people involved. It is
interesting to note that the demographics of the new “Be A Diver” campaign fit in well with those sensitive and
concerned with environmental issues. By utilizing the vast amount of data already available to the organization
and working in close cooperation with other industry bodies already involved in Conservation, programs that get
both divers and non-divers involved and raise awareness of environmental issues in our oceans must be a focus
of the organization – this is an indefinite program and to continue the inertia already established by various
Non-Profit Organizations and agencies, the full cooperation from all the industries stakeholders will be essential.
Conclusion: I would like to make it clear that I am not looking at involving myself in DEMA with an “all guns
blazing” attitude and I do not think that positive change will happen overnight. Affective change takes time and
it also takes cooperation from all those involved. My position as a new board member would be to pick up the
torch that has been ignited by a previous or present board member or committee, and work in close
cooperation with all entities to achieve the desired objectives. My commitment is to the industry as a whole and
its future, and if elected to the board my commitment is to also light a few new torches during my tenure so
they to can gradually build strength and burn for a brighter future in the world of diving.
I appreciate the opportunity to represent the interests of our industry on the DEMA Board and look forward to
you supporting my commitment.
Stephen Ashmore
Biography
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President of Tabata USA Inc – distributors of TUSA and Sea&Sea
Director and Board Member of Tabata Co Ltd Japan
Managing Director of Tabata Australia
MBA – Majors in International Business and Marketing
Over 30 years International business experience having managed companies at a CEO level in the US, England,
Brussels, Holland and Australia, also presently Director and Board Member of an international scuba gear
manufacturer in Japan.