Dive shops say scuba sales sink with recession, tourism slump -- South Florida Sun-Sentinel.com
Dive shops say scuba sales sink with recession, tourism slump
Bad weather, tough economy sinking tourist-reliant scuba industry
By Arlene Satchell | South Florida Sun-Sentinel
May 27, 2009
South Florida scuba operators say the economy and poor weather have dealt them a double blow this year. Many shops have struggled as people cut discretionary spending, and boats are idled at shore due to strong winds.
"It's been tough," said Jeff Torode of South Florida Diving Headquarters in Pompano Beach. In April, business was down about 9 percent after showing slight improvement as the weather stabilized. March, however, was "way off," declining about 35 percent compared with last March, Torode said.
Dive shops rely heavily on tourists to fill their boats from December through April, and on locals during the summer.
Most dive boats are hanging in there, but retail sales have taken a bigger hit as people are renting rather than buying $800 gear packages, said Torode, the president of the Greater Fort Lauderdale Dive Association.
Most dive shops, especially larger ones, have three components: retail, instruction and charter boats, said David Raterman, publisher of South Florida Adventures magazine.
"Diving can be perceived as an expensive sport since lessons, gear, air tank refills and getting out to a wreck or reef dive site all cost money," he said.
In January, Dania Beach-based scuba superstore Divers Direct closed underperforming shops in Florida City and Orlando, leaving four outlets in South Florida and the Florida Keys.
"We're certainly behind last year's numbers," said chief executive officer Kevin Senecal, who estimated business has slid 15 percent to 20 percent this year.
For Fort Lauderdale diver Joseph Marino, it's been a year of adjustments. An avid underwater photographer, Marino, 55, slashed his diving by more than half to trim expenses. "We've been tightening the belt quite a bit," he said.
An average scuba trip costs about $55 to $65 for two dives and another $15 for two tank fills, he said.
Though he's a regular with Torode, Marino often dives solo in local spots where there's no charter boat cost off the Blue Heron Bridge in Palm Beach County, for example.
At Force-E, which has shops in Pompano Beach, Boca Raton and Riviera Beach, business is down roughly 20 percent this year, manager Gary Thomas said.
Force-E customer Sandra Green of Delray Beach said the tough economy has forced her to make cuts. "I can't dive as often, but I still go ... it's my sanctuary," said the single mother of three.
Despite these cutbacks, dive operators are optimistic about the summer. As more people opt for "staycations" closer to home, the industry could benefit, Thomas said.
The recession, however, has taken some casualties.
Patrick Hammer, of Scuba Emporium in Lauderhill, closed his shop in April after business nose-dived to a point at which staying open was no longer financially feasible. "I didn't see any light at the end of the tunnel," he said.
Still, there are bright spots. This month, Pompano Dive Center opened on North Riverside Drive in Pompano Beach in space previously occupied by Lighthouse Dive, which closed in November largely due to the economy.
Co-owners Lisa and Gerald Carroll, who also run Jupiter Dive Center in Palm Beach County, said it was an ideal waterfront location for expansion.
New owners resurrected Fort Lauderdale's Pro Dive last year, and while it still offers scuba training and diving and snorkeling trips, management has diversified services to boost business and lure new customers.
For example, Pro Dive is also a demonstration center for dry suits, dive propulsion vehicles (underwater scooters) and digital underwater cameras, allowing potential customers to learn about the equipment and gear before purchasing.
"We're shaking up the classic dive-shop model," CEO Tec Clark said.
Recession aside, many dive shops nationwide have full classes and busy schedules this spring, said Tom Ingram, executive director of DEMA, the Diving Equipment & Marketing Association.
"When the economy stabilizes and consumer confidence climbs, the industry will turn around," he said.
Dive shops say scuba sales sink with recession, tourism slump
Bad weather, tough economy sinking tourist-reliant scuba industry
By Arlene Satchell | South Florida Sun-Sentinel
May 27, 2009
South Florida scuba operators say the economy and poor weather have dealt them a double blow this year. Many shops have struggled as people cut discretionary spending, and boats are idled at shore due to strong winds.
"It's been tough," said Jeff Torode of South Florida Diving Headquarters in Pompano Beach. In April, business was down about 9 percent after showing slight improvement as the weather stabilized. March, however, was "way off," declining about 35 percent compared with last March, Torode said.
Dive shops rely heavily on tourists to fill their boats from December through April, and on locals during the summer.
Most dive boats are hanging in there, but retail sales have taken a bigger hit as people are renting rather than buying $800 gear packages, said Torode, the president of the Greater Fort Lauderdale Dive Association.
Most dive shops, especially larger ones, have three components: retail, instruction and charter boats, said David Raterman, publisher of South Florida Adventures magazine.
"Diving can be perceived as an expensive sport since lessons, gear, air tank refills and getting out to a wreck or reef dive site all cost money," he said.
In January, Dania Beach-based scuba superstore Divers Direct closed underperforming shops in Florida City and Orlando, leaving four outlets in South Florida and the Florida Keys.
"We're certainly behind last year's numbers," said chief executive officer Kevin Senecal, who estimated business has slid 15 percent to 20 percent this year.
For Fort Lauderdale diver Joseph Marino, it's been a year of adjustments. An avid underwater photographer, Marino, 55, slashed his diving by more than half to trim expenses. "We've been tightening the belt quite a bit," he said.
An average scuba trip costs about $55 to $65 for two dives and another $15 for two tank fills, he said.
Though he's a regular with Torode, Marino often dives solo in local spots where there's no charter boat cost off the Blue Heron Bridge in Palm Beach County, for example.
At Force-E, which has shops in Pompano Beach, Boca Raton and Riviera Beach, business is down roughly 20 percent this year, manager Gary Thomas said.
Force-E customer Sandra Green of Delray Beach said the tough economy has forced her to make cuts. "I can't dive as often, but I still go ... it's my sanctuary," said the single mother of three.
Despite these cutbacks, dive operators are optimistic about the summer. As more people opt for "staycations" closer to home, the industry could benefit, Thomas said.
The recession, however, has taken some casualties.
Patrick Hammer, of Scuba Emporium in Lauderhill, closed his shop in April after business nose-dived to a point at which staying open was no longer financially feasible. "I didn't see any light at the end of the tunnel," he said.
Still, there are bright spots. This month, Pompano Dive Center opened on North Riverside Drive in Pompano Beach in space previously occupied by Lighthouse Dive, which closed in November largely due to the economy.
Co-owners Lisa and Gerald Carroll, who also run Jupiter Dive Center in Palm Beach County, said it was an ideal waterfront location for expansion.
New owners resurrected Fort Lauderdale's Pro Dive last year, and while it still offers scuba training and diving and snorkeling trips, management has diversified services to boost business and lure new customers.
For example, Pro Dive is also a demonstration center for dry suits, dive propulsion vehicles (underwater scooters) and digital underwater cameras, allowing potential customers to learn about the equipment and gear before purchasing.
"We're shaking up the classic dive-shop model," CEO Tec Clark said.
Recession aside, many dive shops nationwide have full classes and busy schedules this spring, said Tom Ingram, executive director of DEMA, the Diving Equipment & Marketing Association.
"When the economy stabilizes and consumer confidence climbs, the industry will turn around," he said.
(sorry Jupiter31, couldn't resist that one!)
