Cert1967
Contributor
DIVE EQUIPMENT & MARKETING ASSOCIATION
DEMA seems to be a hot topic - the annual trade show and what role DEMA should play in the dive industry's future marketing effort seem to have generated a number of opinions.
Against this backdrop it may be of interest to review DEMA's actual numbers - that is where does the money came from and where was it spent. So, a short script to strip the info from recent IRS From 990 filings - 2012, 2011, 2010 - and a few calculations later you have an overview of DEMA's financial profile.
DEMA's size. Its a small organization - total revenues are about $3M.
Market Research Dollars - $43,500
Where does the money come from? 2012 total revenue was 86% Trade Show and 11% Member Dues.
Where does the money go? Clearly to run the trade show - there isn't much left over after the show.
990/PART-III
From DEMA.ORG
DEMA Goals:
DEMA seems to be a hot topic - the annual trade show and what role DEMA should play in the dive industry's future marketing effort seem to have generated a number of opinions.
Against this backdrop it may be of interest to review DEMA's actual numbers - that is where does the money came from and where was it spent. So, a short script to strip the info from recent IRS From 990 filings - 2012, 2011, 2010 - and a few calculations later you have an overview of DEMA's financial profile.
DEMA's size. Its a small organization - total revenues are about $3M.
Market Research Dollars - $43,500
Where does the money come from? 2012 total revenue was 86% Trade Show and 11% Member Dues.
Where does the money go? Clearly to run the trade show - there isn't much left over after the show.
990/PART-III
4a - Trade Show, $1,475,000
4b - Industry Surveys/Awards, $459,000
4c - Member Service and Market Research, $43,500
Salaries are a significant portion of total revenue, the directors compensation is listed as4b - Industry Surveys/Awards, $459,000
4c - Member Service and Market Research, $43,500
990/PART- VIII, Section 1a
11 - Thomas Ingram, $140,550
12 - Colleen Vasquez, $114,487
12 - Colleen Vasquez, $114,487
From DEMA.ORG
DEMA Goals:
- To produce an annual trade event for the industry which services the needs of its stakeholders and produces a successful financial outcome for the association.
- To engage in marketing programs which promote the industry, create new customers, drive business into retail stores and resorts and promote diver retention.
- To reserve funds annually to be dedicated to potential legislation which could adversely affect the industry.
- To engage in marketing research programs which will:
- Define the universe of divers
- Determine the rate of erosion amongst existing divers
- Determine the number of entry level certifications which take place in the United States and Caribbean each year
- Provide retail audit information that is made self-liquidating through annual subscriptions.
- To conserve and protect natural aquatic resources.
2009 | 2010 | 2011 | 2012 | -2012% | |
Program Service | 2,681,349 | 2,843,338 | 2,891,720 | 3,116,270 | 100.15% |
Investment Income | 4,014 | 2,598 | 1,216 | 1,069 | 0.03% |
Other Revenue | 1,140 | 777 | 2,950 | -5,638 | -0.18% |
Revenue Total | 2,686,503 | 2,846,713 | 2,895,886 | 3,111,701 | 100.00% |
Revenue Growth Year over Year | 6% | 2% | 7% | ||
%toRevTot | |||||
Salaries | 457,259 | 465,900 | 483,219 | 534,406 | 17% |
Other Expenses | 2,455,429 | 2,230,161 | 2,208,015 | 2,515,614 | 81% |
Total Expenses | 2,912,688 | 2,696,061 | 2,691,234 | 3,050,020 | 98% |
Total Expenses to Revenue Total | 108% | 95% | 93% | 98% | |
Tot Expenses to Rev Year over Year | -7% | 0% | 13% | ||
Rev Exp | -226,185 | 150,652 | 204,652 | 61,681 | 2% |
Net Assets | 1,029,986 | 1,180,548 | 1,385,200 | 1,446,881 | |
Part X, L1-2, Cash and Equivalents | 1,183,842 | 1,485,229 | 1,365,717 | 1,830,379 | |
Trade Show US | 2,425,809 | 2,473,130 | 2,688,035 | 86% | |
Other Income | 109,719 | 78,425 | 78,177 | 3% | |
Membership Dues | 307,810 | 340,165 | 350,058 | 11% | |
Program Service Revenue | 2,843,338 | 2,891,720 | 3,116,270 | 100% | |
Other Salaries Wages | 429,943 | 446,560 | 494,344 | 16% | |
Payroll Taxes | 35,957 | 36,659 | 40,062 | 1% | |
Legal | 56,416 | 69,641 | 42,761 | 1% | |
Accounting | 16,000 | 14,489 | 14,937 | 0% | |
Occupancy | 364,706 | 313,616 | 377,967 | 12% | |
Travel | 49,771 | 69,023 | 76,248 | 2% | |
Conference, Conventions, Meeting | 0 | 0 | 130,661 | 4% | |
Depreciation Amortization | 1,319 | 5,500 | 6,000 | 0% | |
Insurance | 0 | 89,149 | 98,533 | 3% | |
Show Setup/Decoration | 0 | 0 | 135,964 | 4% | |
Misc | 0 | 0 | 172,774 | 6% | |
Promotions & Award | 369,129 | 334,204 | 371,708 | 12% | |
Management Fee | 348,877 | 372,806 | 419,545 | 13% | |
Public Relations | 184,055 | 109,107 | 0 | 0% | |
Printing/Publications | 113,079 | 110,154 | 0 | 0% | |
Seminars/Clinic/Ws | 115,913 | 0 | 0 | 0% | |
All Other Expenses | 610,896 | 720,326 | 668,516 | 21% | |
Total Functional Exp, PartIVL25 | 2,696,061 | 2,691,234 | 3,050,020 | 98% | |
-0.2% | 13.3% | ||||
Comp SecA, Box D | |||||
Thomas Ingram, ExDir | 130,767 | 140,355 | 140,550 | ||
Colleen Vasques, Assoc Dir/Cntrl | 108,567 | 112,396 | 114,487 | ||
Voting Members | 10 | ||||
Part VI, L16/L14 Document Policy | NO | NO | NO | ||
Part IV, L34 Related Entity | Yes | Yes | Yes | ||
Part VI, L3 Delegate Management | Yes | Yes | Yes | ||
Part VI, C, L20 Custody of Books | Vasquez | Vasquez | |||
Voting Members | Ashmore, Stephen | Ashmore, Stephen | Ashmore, Stephen | ||
Bush, Charlie | Borkin, Bonnie | Cline, William | |||
Byrem, Jim | Byrem, Jim | Collister, Jenny | |||
Nadler, Jeff | Daley, Scott | Daley, Scott | |||
Orr, Daniel | Kurn, Werner | Filppi, Bonnie | |||
Riscinti, Dave | Leaird, Tom | Kieran, Darcy | |||
Sahm, Keith | Nadler, Jeff | Kurn, Werner | |||
Sawyer, Ty | Sahm, Keith | Leaird, Tom | |||
Watson, Neal | Watson, Neal | Nadler, Jeff | |||
Webb, Tim | Webb, Tim | Webb, Tim | |||
Related Tax Exempt Organization | Aquatic Alliance |