NSSF VOLUME 21, NUMBER 1 JANUARY 2013

S H O O T I N G , H U N T I N G & O U T D O O R T R A D E

Firearms designed for personal defense and concealed carry continue

to lead the parade, but shooters of all stripes will nd something to like

with this years crop of new ri es, shotguns, and handguns PG. 33

WHEN TO GROW:CAN YOU AFFORD TO EXPAND? CAN YOU

AFFORD NOT TO? PG. 24

FIRING LINE:BROWNING INTRODUCES A NEW VERSION OF ITS HUMPBACKED CLASSIC PG. 26

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JANUARY 2013SHOT BUSINESS1

SHOT BUS INESS JANUARY 2013 VOL . 2 1 , I SSUE 1 CONTENTS

Departments

4 EDITORS NOTE Rolling out the welcome mat 6 NEWS BRIEFS Weatherbys digital

marketing; Mossbergs turkey gun initiative; Gerbers tactical videos

24 FYI Can you afford to expand your business? Can you afford not to?

26 FIRING LINE Browning reintroduces (and reinvigorates) the humpbacked A5

28 UNDERCOVER SHOPPER Searching for rifled-bored slug guns in Central Jersey

62 WHATS SELLING WHERE 68 NEW PRODUCTS ATIs Halo Side Saddle

shotgun shell holder; Uncle Mikes Reflex holster; Gerbers Bear Grylls Intense Torch; Pelicans Elite cooler

Features

NSSF Update 17 FROM THE NSSF Families Afield is creating hunters 18 NSSF AIDS SANDY VICTIMS Aid offered to member

ranges and retailers

18 10 TIPS FOR SHOT SHOW Get the most out of the SHOT 2013 experience

19 KEEP UP THE MOMENTUM A new button for news

19 FIRST SHOTS, SECOND ROUND A reference guide is now available

20 NSSF DELIVERS VALUE 21 FROM MY SIDE OF THE COUNTER Credit card

processing for FFLs

22 YOU SHOULD KNOW Huntings economic engine

33 RIFLES 2013 Retailers will see a large and incredibly diverse new product offering this year, including rimfires, bolt-actions, and modern sporting rifles BY CHRIS CHRISTIAN

44 SHOTGUNS 2013 This years shotguns will have something for everyone, no matter the size of the wallet BY CHRIS CHRISTIAN 54 HANDGUNS 2013 Its all about semi-autos this year, and your customers will enjoy a plethora of new models designed for

personal defense and competitive shooting BY CHRIS CHRISTIAN

33

68

28

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Slaton l. White, editorMargaret M. nussey, Managing EditorDavid e. Petzal, Shooting EditorDavid Maccar, Assistant EditorMaribel Martin, Senior Administrative AssistantJames a. Walsh, Art DirectorJudith Weber, Production Manager

Contributing eDitorS Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Chris Christian, Christopher Cogley, David Draper, Jock Elliott, Doug Howlett, William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Marilyn Stone, Wayne Van Zwoll

eriC ZinCZenko, executive Vice PresidentaDVertiSing: 212-779-5316gregory D. gatto, Advertising DirectorPaula iwanski, National Sporting Goods Directorbrian Peterson, West katie logan, Sporting Goods Saleselizabeth a. burnham, Associate Publisher, Marketing & Online Servicesingrid reslmaier, Marketing Design Director

buSineSS oPerationStara bisciello, Business Manager

ConSuMer Marketingrobert M. Cohn, Consumer Marketing Directorraymond Ward, Senior Planning Managerbarbara brooker, Fulfillment Manager

ManufaCturinglaurel kurnides, Group Production Directorbarbara taffuri, Production Director

bonnierChairman, Jonas BonnierChief executive officer, Terry SnowChief financial officer, Randall KoubekVice President, Corporate Sales, John DriscollChief brand Development officer, Sean HolzmanVice President, Consumer Marketing, Bruce MillerVice President, Production, Lisa EarlywineVice President, information technology, Shawn LarsonVice President, Corporate Communications, Dean TurcolPublishing Consultant, Martin S. Walkergeneral Counsel, Jeremy Thompson

SHOT Business (ISSN 1081-8618) is published January, Feb ruary/March, April/May, June/July, August/September, October/November and December by Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695, and is the offi-cial publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 21, issue 1. Copyright 2013 by the National Shooting Sports Foundation. All rights reserved. Editorial, circulation, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470-2359. SHOT Business accepts no responsibility for unsolicited manuscripts and photo-graphs. All correspondence should be accompanied by a stamped, self-addressed envelope. Requests for media kits and advertising information should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611. Periodicals postage paid at New York, NY, and at additional mailing offices.

Printed in the USA. For Customer Service and Subscription questions, such as Renewals, Address Changes, Email Preferences, Billing and Account Status, go to: shotbusiness.com/cs. You can also call 386-246-0188 or write to SHOT Business, 2 Park Ave., New York, NY 10016For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016REPRINTS: E-mail reprints@bonniercorp.com. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 422494, Palm Coast, FL 32142-2494.

s h o o t i n g , h u n t i n g & o u t d o o r t r a d e

4Shot BuSineSSJANUARY 2013

eDitor S note

Welcome MatHow to engage the new customer

L ast fall, PR News, a trade publication for public rela-tions professionals, published a survey that looked into how the Millennial generation (ages 16 to 34) reacts to brands. Keep in mind that this is a group that is 88-million-strong with purchasing power estimated at $170 million, so its a key audience.

Among the surveys findings: Millennials are 16 percent more like-ly than non-Millennials to explore brands on social networks; nearly half of this generation agreed that their lives felt richer when they are connected to people through social media (as opposed to only 28 per-cent of non-Millennials); and though Millennials spend roughly the same amount of time online as non- Millennials, they spend far more time creating user-generated con-tent, rating products and services, and broadcasting their thoughts and experiences than non-Millennials.

These people have also demon-strated a strong interest in the shooting sports, but many retailers are having a tough time selling to them.

Manufacturers are plagued by the same problem, and many are not reaching out to these customers. Well, one is. Two months ago, Weatherby launched Weatherby X, a program designed to appeal specifi-cally to Millennials (p. 6). To attractand keepthis target audi-ence, Weatherby is dressing up a selection of Vanguard rifles and the PA-459 and PA-08 semi-auto shot-

guns in unusual, and highly unorth-odox, garb. The camo patterns may seem bizarre to older shooters, but theres a method to the madness. Weatherby understands that these younger consumers crave exclusivi-ty; although they want a Weatherby, they want it to be their Weatherby. In a sense, its not all that different from how skateboard and footwear manufacturers change up the design and look of their products so they will continually appeal to this group.

You wont find these products in the main Weatherby catalog. Thats by designagain, to give these new

shooters a sense of exclusivity.Now, its one thing to roll

out a program designed to attract this younger crowd; its quite another to actually connect with them in a meaningful way. And thats where social mediain all its various formscomes in.

As many manufacturers and retailers have learned the hard way, thats easier said than done, for this group often displays a supremely

sophisticatedsome might call it cynicalreaction to most advertis-ing and marketing programs. You really cant buy their loyalty. You earn it by engaging them, without resorting to the traditional command- and-control hard sell; you earn it by creating an environ-ment they want to be a part of; you earn it, maybe most simply, by opening your door and putting out the welcome mat.

nSSf

Slaton l. White, Editor

SHB0113_EDN.indd 4 12/6/12 4:26 PM

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Weatherby X Campaign Leans on Digital Assets

When Weatherby began formulat-ing a plan to get the word out about the companys next market-

ing initiative, Weatherby X, instead of tak-ing the traditional approach of lining up celebrities to endorse the new products, they went completely outside the box.

Instead, Weatherby is dressing a selec-tion of Vanguard rifles and the PA-459 and PA-08 semi-auto shotguns in highly unorthodox garb designed to appeal to the all-important 18-to-35-year-old demo-graphic.

Weve seen enough leaf-and-stick camo to last a lifetime, says marketing manager Mike Schwiebert. These new patterns will give the younger consumer a sense of exclusivity.

You wont see these products in the main catalog, and Weatherby intends to connect the products with the consumer through social media.

Its one thing to say youre rolling out a program to attract this younger crowd;

its quite another to actually connect with them in a meaningful way. Social media expert Brian Solis, author of Engage!, told me companies should be engaging their customers through such platforms as Facebook, Twitter, and company websites. But, he noted, most companies are going about it in the wrong way.

The old rule still applies. The custom-er expects value, he said. If you have nothing of value on a company website or a Facebook page, why on earth would a customer engage you there?

Good point. He also said that simply asking someone to like you is no way to build traffic. And you cant resort to the hard sell. If you do that, he said, these marketing-savvy customers will walk. They wont stand for it.

In addition to regular updates on Weatherbys Facebook page and website, Weatherby X will also have its own stand-alone website, plus Tweets from Team Weatherby (the companys celebrity spokespersons).

In other words, the audience recognizes the authenticity and passion of each member of the team. That is value, and that kind of engagement is priceless. (805-227-2600; weatherby.com) Slaton L. White

Weatherby is using social media to promote its new Weatherby X. campaign.

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Bits & Pieces

LongLeaf Camo Teams With Stealth

and Pittman Longleaf camo, pittman game calls, and stealth manufacturing have announced a strategic marketing alliance, naming preston pittman to the stealth pro staff, as well as the partnering of the companies for future promotional opportunities. there has been a synergy

between Longleaf camo, pittman game calls, and stealth for several years, said rick Looser, ceo of Longleaf camo. we attend the same trade shows and serve the same markets. we really do feel that stealth has the best product on the market. the companies have been crosspromoting each other for years now, and this is just an official agreement that will allow us to expand on some of the things we are already doing.

Colorado Chooses Remington Ammo

for LE Contract remington arms company has announced that proforce has been awarded an ammunition contract to supply law enforcement agencies in colorado with remington ammunition. the agreement is valid through july 31, 2014, and includes an option to renew for three additional years. proforce of prescott, arizona,

is the distributor awarded this contract and can be contacted at 8003675855. contract and pricing details

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Michelle Viscusi Selected as Member of Team Glock

Glock Inc. has selected 22-year-old Michelle Viscusi to join the hand-gun manufacturers Practical

Shooting ensemble, Team Glock. Viscusi, who was a featured competitor during Season 4 of the hit History Channel series Top Shot and is currently an active mem-ber of the Arizona National Guard, will join Team Glock competi-tors Tori Nonaka and three-time Steel Challenge National Champion K.C. Eusebio.

Along with other interna-tional female shooters, Viscusi was evaluated dur-ing the 2012 season and scored high marks for her grasp of the sport with lit-tle competitive training or experience. Working with Eusebio, Viscusi made great strides in her performance in United States Practical Shooting Association

(USPSA) and International Defensive Pistol Association (IDPA) matches around the country.

This has been a dream of mine since my father took my family to the range and taught us the basics of shooting hand-guns, Viscusi said. It wasnt until I entered the National Guard that I began

to shoot competitively. I am very excited about being the newest member of Team Glock.

Viscusi made her debut with teammate Eusebio in Mesa, Arizona, competing in November at the USPSA Rio Salado Desert Classic Area Championship. She finished out the season in December, in Caguas, Puerto Rico, participating in the International Practical Shooting Federation (IPSC) Puerto Rico Nationals.

Mossberg Pushes Spring Turkey Guns With Free Accessories, Special Combo With the support of high-profile advertis-ing campaigns, Mossberg will help dealers drive sales of more than 50 qualifying tur-key shotguns with its 2013 Spring Turkey Consumer Promotion. Consumers who purchase turkey-specific Mossberg shot-guns from Feb. 11, 2013, through May 26, 2013, can choose one of two free items: a Mossy Oak Turkey Thugs Mrs. Mom Upright Hen Turkey Decoy, or a portable ThermaCELL mosquito repellent unit with holster.

This consumer promotional offer can be redeemed with the purchase of Mossberg FLEX, 500, 835 Ulti-Mag, or 535 ATS pump-action turkey shotguns, or 935 Magnum, 930, or Mossberg International SA-20 semi-auto turkey shotguns.

Mossberg 500 and 510 Mini Super Bantam Turkey shotguns and 2-Barrel Combo Turkey shotguns are also included in this promotion. Redemption coupons can be obtained directly from Mossberg sales reps or by contacting Mossberg customer service.

To further drive sales during the spring turkey-selling season, the company is offering a special buy on a new 500 FLEX Turkey/Defense Combo.

The combo is based on a turkey config-uration with an OD green-finished, 24-inch vent-rib barrel and a Mossy Oak Break-Up Infinity camo stock and forend. It converts to a home-defense setup with an included FLEX Tactical Forend, pistol grip, and a 18.5-inch cylinder bore barrel.

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Viscusi gained fame when she appeared on Season 4 of top shot.

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On the Move Recent promotions and hirings in the industry

Matt Buckingham brownells has named current coo matt buckingham as company president. buckingham will assume the presidents title held until recently by pete brownell, who will continue as ceo.

Igor Anshakovhard core brands has named igor anshakov as its new chief merchandising officer. anshakov is responsible for overseeing sourcing and purchasing strategies for ecommerce, retail, and wholesale operations.

Joe Maguireswanson russell has named joe maguire as senior vice president/director of creative operations. maguire will oversee workflow processes, which include traffic, resource administration, and production.

Brent Schottswanson russell has named brent schott as senior vice president/group account director. schott currently leads multiple account teams for the companys clients in the construction and green industries.

Mark Thomasmark thomas has joined walther arms as director of marketing. thomas comes to walther from kimber manufacturing, where he was director of product marketing. he will report to Vp cyndi flannigan.

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GSM Outdoors Launches Rebranding CampaignAn acronym doesnt get much simpler than this: GSM Outdoors (stands for Good Sportsmen

Marketing). And while you might think such a simple name is akin to setting the combo lock on your gun case to 1-2-3, it masks a sophisticated approach to outdoor marketing. Reduced to basics, GSM is a holding company, but its really all about technology, and how using the latest and greatest can enrich the experience of the hunter. One look at the brands under its banner will tell you that: Stealth Cam and Wildview scouting cameras, Epic action cameras, Walkers Game Ear hearing pro-tection and enhancement, Maestro and Western Rivers game calls, Cyclops porta-ble lighting and power, American Hunter and Feeder Max feeders, and SSI shooting accessories. All of these brands are instant-ly recognizable to anyone who huntsor sells hunting equipment.

For more than 12 years, GSM has developed innovative products and culti-vated industry-leading brands to create a portfolio of multiple, individual product categories, says Doug Mann, vice presi-dent of product development and market-ing. Viewed independently, each brand has a great story to tell. Combined, they create a powerful force within the out-door industryGSM Outdoors.

Mann says GSM solidified its market position by not only developing and grow-ing brands such as Stealth Cam and Cyclops from the ground up, but by mak-ing strategic acquisitions, such as Walkers Game Ear and Western Rivers, as well.

No question they have a stable of thor-oughbreds. But they want more.

With this in mind, GSM is taking steps to elevate its profile in the industry. The first is a new, more contemporary logo. Over the next several months the new GSM logo will be integrated across all its marketing plat-forms, including the 2013 catalog, an all-encompassing website, advertising cam-paigns, packaging, and company apparel. Second, GSM will combine all its brands into one master GSM Workbook. This resource, Mann notes, will add up to more than 80 pages, representing some of the most influential brands in the outdoor industry. The idea is to create a powerful sales tool for the GSM team, as well as a valuable resource for buyers, he says.

Third, the new website will house retailer locators, which will direct con-

sumers straight to the GSM partners doorstep. GSM will also support retailers online through interactive video content and social media integration that helps communicate to the consumer the realm of cool and up-to-date outdoor gear rep-resented under the GSM brand.

As our portfolio of brands continues to

expand, it only makes sense to tie it all together under GSM Outdoors, giving buyers and retailers an easy one-stop shop for some of the top names in the outdoor industry, Mann says. Not a bad plan: Make good products, and make it easy for consumers to find them. (877-269-8490; gsmoutdoors.com)

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Winchester Honors Thomas F. Gowen & Sons for SalesWinchester Ammunition recently named Thomas F. Gowen & Sons as the compa-nys 2012 Commercial Sales Agency of the Year. The prestigious award was presented at Winchester Ammunitions national sales meeting in Oxford, Mississippi.

Its an honor to present Thomas F. Gowen & Sons with this award, said Brett Flaugher, Winchester Ammunition vice president of marketing and sales. The award is a tribute to the hard work of Thomas F. Gowen & Sons in reaching key retailers and distributors with new Winchester Ammunition products.

Winchester presents the award annually to an agency that shows an outstanding body of work in helping all Winchester Ammunition customers be successful.

Winchester does not give awards casu-ally, said Tony Gowen, Thomas F. Gowen & Sons principal. Our customers have grown accustomed to the consistent inno-vation by Winchester Ammunition and the brands legendary excellence.

Based in Springfield, Pennsylvania, Thomas F. Gowen & Sons has been a lead-ing sales agency serving the hunting and outdoor markets for more than 80 years.

Cabelas Switches Product Management SoftwareCabelas, the worlds largest direct marketer of hunting, fishing, camping, and related outdoor merchandise, has chosen PTC Windchill FlexPLM software to eliminate redun-dant tasks and enable more time for creativity and innovation. FlexPLM is PTCs Product Lifecycle Management (PLM) solution for retail. Its emphasis on speed to innovation will enable Cabelas to introduce more Cabelas brand products to the assortment each sea-son, thereby growing its overall brand in the United States and globally.

Cabelas is using PTC PLM solutions to manage the entire lifecycle of its apparel prod-ucts, starting at conception and continuing through design, technical design, sourcing, manufacturing, and commercialization. By integrating business processes, workflow, and data, PTC solutions are enabling Cabelas to increase fill rates and improve margins, thus supporting Cabelas core strategy of improving merchandising performance.

In selecting PTC solutions, Cabelas was particularly interested in the proven processes and practices enabled by its out-of-the-box capabilities. Being able to implement a com-prehensive retail PLM system in a short period of time has allowed Cabelas to quickly realize value and reduce product cycle-time from ideation to commercialization.

Winchester honored Gowen & Sons at its national sales meeting.

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Double Barrel: GunBroker.com Hits $2 Billion in Sales

GunBroker.com, the worlds larg-est Internet auction site for fire-arms and accessories, today

announced it reached $2 billion in cumu-lative merchandise sales on Nov. 10, 2012. The site first reached $1 billion in sales 10

years after launch, rapidly growing to $2billion in less than three years after achieving the 10-digit threshold.

This is an incredible day for the entire GunBroker.com team, says Steve Urvan, CEO of GunBroker.com. Doubling sales

in less than three years to reach the $2 bil-lion mark is an incredible accomplishment and one that we are extremely proud of. We have made significant enhancements to the site over the past couple of years that are proving to be a catalyst for con-tinued success.

The popular firearms auction site has steadily grown by more than 265,000 new users per year, cementing its position in the marketplace. It is ranked as the 646th largest U.S. website according to Quantcast, and Hitwise lists it as the third largest Shopping and ClassifiedsAuctions site, behind eBay and eBay Motors.

The e-commerce industry continues to see considerable growth, and reaching this milestone in such a short period of time reassures us that we have the right sys-tems in place to be a major player in the space, said Urvan.

GunBroker.com was named SHOT Business Company of the Year at the 2011 SHOT Show and was recently named the Official Internet Auction Site of the National Shooting Sports Foundation, USA Shooting, and the USA Shooting Team Foundation.

GunBroker.com has grown by more than 265,000 new users per year for the past several years.

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Glock Donates $50K to C.O.P.S.Supporting the men and women entrusted to protect our communities and their families, Glock Inc. has donated $50,000 to the Concerns of Police Survivors (C.O.P.S.) at a ceremony at the Glock booth at the International Association of Chiefs of Police (IACP) confer-ence. This marks the sixth con-secutive year that Glock has donated to C.O.P.S., bringing total GLOCK contributions to the organization to $300,000.Each year, nearly 160 officers

are killed in the line of duty across the country. Their fami-lies, friends, and co-workers are left to cope with the tragic loss. C.O.P.S. provides resources to help them rebuild their shat-tered lives. The nonprofit orga-nization supports families with scholarships, child and teen camps, counseling and pro-grams designed for spouses and parents, and support for the department in which the fallen officer served.Glock national sales manager

Bob Radecki presented the check to the organization. Police officers across the coun-try put their lives on the line every day to protect and serve their community. Glock recog-nizes that valiant dedication and is proud to support police offi-cers and their loved ones, said Radecki. The C.O.P.S. organiza-tion does tremendous work for police families, and were happy to support their effort.

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Families Afield Is Creating HuntersTwo-thirds of our states have come on board

F or nearly a decade, Families Afield has removed barriers to youth hunting. Families Afield ultimately creates hunting opportunities for youth that allow more families to enjoy Americans hunting traditions together. It not only opens doors for opportunitythis program also has a proven track record of safely recruiting new hunters through the try before you buy concept. This concept allows youths and others to experience hunting under the watchful eye of an experienced mentor.

The National Shooting Sports Foundation established the nationwide Families Afield effort in cooperation with the U.S. Sportsmens Alliance and the National Wild Turkey Federation. Along with the National Rifle Association and Congressional Sportsmens Foundation, the Families Afield coalition has worked to pass measures in 34 states, resulting in more than 782,000 apprentice or men-tored hunting licenses sold since the pro-grams inception.

In 2012, Families Afield bills passed in Florida, West Virginia, and New Mexico, bringing the total to 34 states to date. We are coordinating efforts to look ahead dur-ing 2013 to not only continue to increase apprentice licenses, but also to work with new states to pass Families Afield legisla-tion. It is planned to make additional foot-prints within the Western states, as well as the northeastern corner of the country.

Nearly three-quarters of a million apprentice hunting license purchasers sup-port the model showing that this segment

of hunters is statistically safe. In fact, the safest hunter in the field is the supervised new hunter. The safety rate of apprentice license buyers greatly exceeds that of the general hunting population, and this is something we can all hang our hats on.

NSSF applauds state fish and wildlife agencies that have seen the importance of knocking down barriers to bring a new generation of sportsmen to the field. Pennsylvania is seeing a record level of participation through mentor licenses

being sold. We need to continue this upward trend of increased license sales and not only focus on the youth but also on the adults. Adults are busy, and attend-ing a 16-hour hunter education class before they can purchase a license to try hunting doesnt fit into many of those prospective hunters schedules.

Several states do see the importance of also opening doors for adults who want to give hunting a try but are not quite ready to commit to the time of a hunter educa-tion class. Last year, states that were able

to break down their data to reflect ages of apprentice license buyers were pleasantly surprised to see how many adults took advantage of this opportunity. More than 52,000 apprentice licenses were sold to adults. It is important to make hunting available to new hunters of any age. A new hunter is a new hunter, whether he or she enters the ranks at 10, 30, or 70 years of age.

Its critical to continue to raise aware-ness of such opportunities. If your state currently has an apprentice program, please be a mentor and introduce a friend or family member to your hunting tradi-tions. If your state currently has a few roadblocks that would prevent someone from purchasing an apprentice license, possibly you could be a part of the grass-roots effort in passing legislation?

This is not only a recruitment program, but its also proving to be a retention tool. If we continue to provide these avenues, our customerssportsmen and -womenwill continue to share their hunting experi-ences and create memories of their out-door traditions. Remember, sportsmen contribute several million dollars daily to our national economy. More hunters added to the queue will help keep these numbers steady, if not boost them. Introducing one million apprentice hunters to our wonder-ful heritage is just around the corner. And with your help, as a mentor or as a ground-breaking legislative advocate, that number will be reached even sooner.

The Families Afield coalition has worked to pass measures in 34 states, resulting in more than 782,000 apprentice or mentored hunting licenses sold since the programs inception.

january 2013SHot BuSineSS17

updATeby MEL ISSA SCHILL ING, NSSF D IRECTOR, RECRUITMENT & RETENT ION

from tHe nSSf

Melissa Schilling Director, Recruitment and Retention

SHB0113_FRM.indd 17 12/6/12 3:31 PM

NSSF Offers Hurricane Relief to Retailers and RangesAfter Hurricane Sandy left a wide swath of devastation through the eastern United States, NSSF announced a disaster-relief effort. We want our member companies to know that their trade association stands with them , and that this assistance is anoth-er benefit of membership, said NSSF senior vice president and chief marketing officer Chris Dolnack when NSSF announced this assistance program.

With the approval of its Board of Governors, NSSF made $125,000 available in dedicated aid for business loss or damage resulting from Hurricane Sandy to qualify-ing member companies located in federally declared disaster areas, with emphasis placed on providing relief to storefront federally licensed firearm retailers and shooting rang-es. Funds were available to members suffer-ing significant financial hardship that were unable to pay for critical and immediate expenses to resume business.

Many FFLs dont know if their insurance will cover their losses, said Joe Keffer, owner

of The Sportsmans Shop in New Holland, Pa., and chairman of the NSSF Retailer Advisory Committee. NSSFs relief fund could cover the cost of replacing computers, signage, or other equipment that will help a business rebound from storm damage.

Our goal was to help keep their doors open during extraordinary circumstances, said Bettyjane Swann, NSSFs director of member services. The deadline for submit-ting applications for assistance was Nov. 30, 2012.

10 Tips for a Better SHOT ShowUnderstanding the challenges of visiting as many exhibitors and other business associates as possible during the SHOT Show, Patrick Shay, NSSF director, retail development, offers this advice for the nearly 40,000 attendees expected to participate i the show in Las Vegas Jan. 1518.

1Wear comfortable shoes. The SHOT Show is huge! Last years show encompassed 1,600 vendors exhibiting in 630,000 square feet. Comfortable shoes will give you a chance to see all the show has to offer.

2 Plan how to get to the show from your hotel; driving is not recommended. The Sands Expo and Convention Center is a 10-minute walk from most hotels on the strip. Also, dont forget the monorail (lvmono rail.com/), though the closest stop is a hike from the Sands. Of course, most convenient are the

free buses that run to and from official SHOT Show hotels.

3As you are making appoint-ments for the show, use the handy Map Your Show tool available at the SHOT Show website (shot13.mapyourshow.com) and consult the floor plan, also online at shot-show.org. By making appointments with nearby booths, you will save time and shoe leather.

4 If you have a smart-phone, dont forget to download the SHOT Mobile App. The app will allow you to quickly navigate the show floor via an interactive map, find new prod-ucts, see the show schedule, set appointments, and find services.

5 Take advantage of the edu-cational opportunities. The day-long SHOT Show University, as well as the ATF/NICS semi-

nars, NSSF Retailer seminars, and the Law Enforcement Educational Program, provides great learning experiences. These seminars will allow you to come back from the show not just well versed on the latest products, but also on the latest

trends in merchandising, ATF regulations, and

store operations.

6 Have a plan when you visit vendors. Know to

whom you want to speak and have a list of

questions ready when you enter the booth. The vendors will all be very busy, and the face-to-face time you have with key vendors may be limited, so make use of your time.

7 Let the vendors you visit scan your badge. This will allow them to send you the mar-keting material you need, with-

out adding to the load youll be carrying around the show.

8 Provide feedback. Participate in the surveys from NSSF, Reed Exhibitions, and Freeman, and please share your thoughts on the show. Let us know what you liked and what could be improved.

9 If you are an NSSF member, dont forget that you have access to the Members Lounge. The lounge opens at 7:30 a.m. Lunch is available at moderate prices each day between 11:30 a.m. and 2:30 p.m. The lounge is an attractive locale for NSSF members and their guests to meet and relax during the show.

10We are here to help. If you have any questions or concerns, find us and we will do everything in our power to make sure that your show is as productive as it is enjoyable. Go to our membership booth, located at L221, for help with NSSF-membership-related questions.

18SHOT BUSINESSJANUARY 2013

FROM THE NSSFUPDATE

Hurricane Sandy hammered countless homes and businesses in its path. NSSF offered aid to its member retailers and ranges in the affected areas.

SHB0113_NSF.indd 18 12/11/12 3:04 PM

2013 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business, SHOT Show and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundations prior express written permis-sion. All other company and product names are trademarks or registered trademarks of their respective owners.

Keep Up the MomentumElection Day has come and gone, but the appreciation and excitement that drove the #gunvote campaign lives on. NSSF will continue to diligent-ly fight for the best interests of its members and the firearms, ammunition, hunting, and shooting sports industry at the local, state, national, and inter-national levels.

The #gunvote button that so many individuals and mem-bers of the industry posted on their websites and communi-cated via social media can now be swapped for a News for

Hunters & Target Shooters button. This button will link

back to the E-mail Subscriptions page on the NSSF website, where visitors can sign up for Industry News and other e-newsletters, such as Pull the Trigger and Bullet Points. This is a great way to keep your customers, website visitors, Facebook fans, and Twitter followers excited about hunting and target shooting.

Start spreading the word about the new button now on Twitter and Facebook. Its easier than ever to keep informed about our industry.

First Shots Second Round Reference Guide Now AvailableFirst Shots, NSSFs live-fire and classroom seminar that intro-duces newcomers to the shoot-ing sports in a safe, carefully supervised environment, has developed a new program to get those participants coming back to the range for more fun and instruction. First Shots Second Round is the name of this follow-up opportunity, and a reference guide is now avail-able to ranges to help them

plan their own events.Second Round can be any-

thing you can imagine that safely involves a firearm, from bowling pin shoots to IDPA and USPSA matches, from per-sonal defense to bulls-eye shooting, from sporting clays to trap, said Tisma Juett, NSSF manager of First Shots. We can offer a lot of shooting games, but we need to ensure that these new shooters under-

stand these games and realize they can safely come out to the range and enjoy them without feeling intimidated.

Plans call for the reference guide to be made available online at the First Shots web-site, nssf.org/firstshots, but hard copies are now available from Juett by e-mailing a request, with a mailing address, to tjuett@nssf.org or calling her at 203-426-1320.

jANuARy 2013SHot BuSiNeSS19

update

Newcomers can further explore the shooting sports through First Shots Second Rounds programs.

Trade in your #gunvote button for a link to news for

hunters and shooters.

Now that the election is overNow that Election Day has passed, Steve Sanetti, NSSF president and chief executive officer, urges all members of the shooting industry to be vigilant regarding Second Amendment issues that may crop up at the local, state, or national level. Here, he says, are 10 things to watch for:

1 International accords on firearms and ammuni-tion imports and exports

2 ATF rule making3 Comments that may be made after a tragic criminal shooting

4 Supreme and federal court nominations5 Ambassador, agency, and department appointments

6Department of Interior land-use policies7 Preservation of Pittman-Robertson firearms and ammunition excise tax trust funds for conservation

8 Executive orders9 Support for industry safety programs10 And, of course, gun-control legislation

SHB0113_NSF.indd 19 12/6/12 4:06 PM

UPDATE

If your range is facing challenges that need immediate attention, if you wish to become more proactive with Best Management Practices, or if youre seeking professional guidance on range design and improvements, NSSFs team of Range Action Specialists can help. Furthermore, NSSF provides financial assistance to member ranges to help them make use of this great service. Learn more at nssf.org/ranges/ras.

NSSF Delivers Value ONE MEMBER SEXPERIENCE

Member: Robert Landberg, owner

Business: Thunder Mountain Trap and Skeet Shooting Range Ringwood, New Jersey

Description of Business: Located in Ringwood State Park, we are one of the closest shooting ranges to New York City. Thunder Mountain is a shotgun and clay targetonly shooting range that is open to the public. We are open year-round and are equipped with lighting for night shooting. We offer skeet, trap and beginner trapshooting ranges. We welcome everyone from individual shooters and informal groups to corporate events.

Experience with a Range Action Specialist: Having a Range Action Specialist has been fantastic. The aid hes given us in terms of forming a Best Management Plan has been flawless. The preparation, experience, and overall knowledge of our Range Action Specialist have allowed our small business to thrive. As shooting advocates and range owners, we are very grateful to have had the opportunity to work with a Range Action Specialist.

Value of NSSF membership: The benefits of being a member of the NSSF are immeasurable. We have gained so much more knowledge of the shooting world through its publications, services, and other communications. Its aid, both monetary and advisory, has been a blessing to our shooting range.

Interested in NSSF Membership?

Promoting the great American tradition

of hunting and shooting is what the

National Shooting Sports Foundation

is all about. For our members, its more

than a sport; its a way of life. Join

the more than 7,000 companies and

individuals who have already discovered

that NSSF Delivers Value! To learn more,

visit www.nssf.org/join or call 203-426-

1320 for Bettyjane Swann, NSSF director

of member services (bswann@nssf.org)

or Samantha Hughes, NSSF member

services coordinator (shughes@nssf.org).

20SHOT BUSINESSJANUARY 2013

Range Action Specialists to the Rescue

NSSF_DV_ThunderMtn.indd 20 12/11/12 3:03 PM

Credit-Card Processing for Firearms RetailersAn NSSF-endorsed provider thats your one-stop shop for payment processing

N SSF has always sought out and provided premium service partners offering discounted goods or services that are para-mount to running a successful firearms retail business. This is why for nearly a decade, Payment Alliance International (PAI) has been a proud service provider. Although some other payment proces-sors have taken an anti-gun approach to processing the sale of fire-armsparticularly in an e-commerce or card not present environ-mentPAI has embraced the industry and helps us to exercise and protect our Second Amendment rights.

PAIs comprehensive suite of payment products was specifically designed for the shooting sports professional. NSSF wanted payment products that would support the local retailer, range, club, and manufactur-er. Thats exactly what we delivered.

Our NSSF customers receive a number of services, including: Rates starting at 0.50 percent; gun-friendly payment processing; website payment processing for firearms; mobile payment solutions for gun shows; easy integration with GunBroker.coms online checkout system; experts who truly understand your industry; and 24/7 world-

class customer support. Endorsement of our services has come not only from NSSF, but also from NRA, NASGW, SASS, and GunBroker.com.

Reduce payment-processing fees by up to 35 percentWith margins getting smaller, it is essen-tial for business owners to shave costs wherever and whenever they can. When you rely on PAI for your payment process-ing, you will save upward of 35 percent

on credit-card processing fees. Plus, each time you run a credit-card transaction youre helping to support the firearms industry, because a portion of PAIs reve-nue goes back to helping support and pro-tect our Second Amendment.

Change the selling environmentIt wasnt long ago that if people wanted to purchase a firearm, they would drive to their local FFL to make the purchase. In todays ever-changing world, weve found

that more FFLs and shooting sports retailers are looking for second or even third distri-bution points, whether through GunBroker .com or their own website. PAI can set up the payment processing for both and help you expand your business footprint.

What to look forAs we continually look at the pains and challenges that face todays firearms retailer, we realize that, ultimately, your question is, How do I sell more products

and increase my revenue?One of the ways to do this is to make

purchasing higher-ticket firearms, optics, or accessories easier for the consumer. PAI has found a way to do this through a new pay-ment solution called TermPAY. Let me paint the picture for you.

How many times a week do consumers walk in and ask to see a particular firearm off the wall or under the counter? After a couple of minutes of checking out the controls, aiming it, and doing a lot of smiling, they flip the price tag over and reluctantly hand it back to the store clerk. Obviously they loved the firearmso why didnt they buy?

After surveying thousands of FFLs and firearms collectors, weve identified that its not the cost of the firearm, but rather the out-of-pocket cost. This is no surprise in todays economy, but what if there were a way for retailers to actually offer the con-sumer a deferred payment option?

PAI has developed just that program. TermPAY allows buyers to pay just 20 per-cent down and defer the balance of their purchase over three or six months. The merchant is paid 100 percent within 48 hours of the purchase (minus a small pro-cessing fee), and the consumer gets to walk away with the firearm he or she really wanted. Sound too good to be true? Its here! Be sure to ask NSSF or Payment Alliance International (Booth #2106) about TermPAY at the SHOT Show this year.

For more information about TermPAY or any of the other gun-friendly merchant services provided by PAI under the NSSF-endorsed program, please visit GoPAI.com/NSSF, or call 866-371-2273.

Our comprehensive suite of payment products was specifically designed for the shooting sports professional.

january 2013SHot BuSineSS21

updateby NATHAN DANUS, VP, PAyMENT ALL IANCE INTERNATIONAL

from my S ide of tHe counter

SHB0113_MYS.indd 21 12/6/12 3:59 PM

Revving Huntings Economic EngineHunting Works for America adds two states

C oinciding with the 75th anniversary of the Pittman-Robertson Federal Aid in Wildlife Restoration Act in 2012, two new states were added to the award-winning Hunting Works for America (HWFA) program. The two new HWFA state chapters are Iowa and Missouri, and they are welcome additions to the existing state chap-ters in Arizona, Minnesota, and North Dakota.

Hunting Works for Iowa launched in Des Moines last spring with a broad group of local and regional leaders representing Iowa chambers of commerce, convention and visitors bureaus, sporting organiza-tions, and small businesses and retailers by holding a press conference in the State Capitol. The media event was led by the Hunting Works for Iowa co-chairs Jim Henter, president, Iowa Retail Federation; Libbey Patton, tourism director, Clear Lake Chamber of Commerce; and small-business owner Steve Ries, of Top Gun Kennels. The event also received support from the Iowa Lt. Gov. Kim Reynolds.

Just one week later, the Hunting Works for Missouri (HWFMO) chapter launched its efforts by holding press conferences in Springfield and Kansas City. The first days media event was held at Hunting Works for Missouri partner Bass Pro Shops world headquarters in Springfield, and the second days event was held at HWFMO partner Rogers Sporting Goods in the Kansas City suburb of Liberty. Speakers for the events included HWFMO co-chairs Dan Mehan, president and CEO of the Missouri Chamber of Commerce and Industry; Shannon Peisert, general manager of Rogers Sporting Goods; Brandon Butler, publisher of Driftwood Outdoors; Martin MacDonald, director of conservation at Bass Pro Shops; Cecil Huff, owner of Bucks and Spurs Ranch; Sam Ringenberg, Polaris brand manager at Clear Creek Vehicles; and Springfield City councilman Jeff Seifried, regional development manager at the Springfield Area Chamber of Commerce.

HWFA is an initiative that was devel-oped by the National Shooting Sports Foundation in 2010 to forge an alliance

between sporting organizations and the many businesses and workers whose liveli-hood depends on hunting to survive.

We started this program to help connect the dots on the economics behind hunting. Many people simply dont understand the economic chain. For example, hunter dol-lars spent on tags and licenses fund conser-vation efforts, and the Pittman-Robertson money, an 11 percent excise tax on hunting equipment, are used to conserve and restore habitat that benefits game and non-game species of wildlife, as well as anyone who loves the outdoors. And its not just P-R dollars; hunters contribute locally, and their spending at convenience stores, road-side diners, hotels, and sporting goods, hardware, and clothing stores, among other businesses, has an absolutely astounding ripple effect on local economies and jobs across America. The grassroots organization Hunting Works for America is working hard get this message out.

Local businesses, organizations, and indi-viduals have applauded the program and its introduction to their states. In Missouri: The Missouri Chamber of Commerce is excited to be a part of Hunting Works for Missouri. The chambers mission is to pro-tect and advance business, and make no mistake, hunting contributes a lot to the advancement of so many businesses in Missouri, said Dan Mehan, who, as men-tioned, is both Hunting Works for Missouri co-chairman and president and CEO of the Missouri Chamber of Commerce and Industry. Hunting has become an eco-nomic engine to our state and local econo-mies. Were glad that this group has formed to highlight the positive impact hunting plays here in Missouri.

In Iowa, the message was similar: Gov. Branstad and I are both excited to see a group like Hunting Works for Iowa come together. Every industry that helps Iowa grow and prosper is important to us, and make no mistake, that includes hunting, said Lt. Gov. Reynolds. The economic benefit that hunting brings to our state is far too important to be overlooked, and we are pleased that this group has been formed to highlight the economic engine that hunting has become to our local and state economies.

Hunting Works for America state chap-ters now have more than 500 member partners that will monitor public-policy decisions and weigh in on hunting-related issues that impact their respective local economies, including issues affecting jobs derived from the sport. HWFA chapters will serve as a vehicle to facilitate impor-tant public-policy dialogue and to tell the story of how Americas hunting heritage positively affects conservation, jobs, and the economy across the country.

Becoming a member is free of charge, so please visit huntingworksforaz.com, hunting worksformn.com, huntingworksfornd.com, huntingworksforia.com, and hunting worksformo.com to learn more about each states programincluding leadership, members, and local hunting seasonsas well as how to become a partner.

Wed like to offer a special thanks to each NSSF member who has helped launch the five HWFA state programs, and the hundreds of non-traditional hunting allies who have already joined this grassroots program. Look for a Hunting Works state chapter coming soon to a state near you.

22Shot BuSineSSjanuary 2013

from the nssf by ChrIs DoLnACK , nssf sr . VP AnD Cmoupdate

You Should Know

SHB0113_YSK.indd 22 12/6/12 4:05 PM

BC_001911_SHB0912P.indd 1 7/6/12 11:30 AM

24Shot BuSineSSjanuary 2013

by scoTT besTulFY I

Know When to GrowCan you aford to expand? More important, can you aford not to?

D eciding whether to expand the physical structure of a busi-nessor simply move to a newer, larger spaceis one of the most important decisions a retailer can make. Done right, an expansion can result in extra room for inventory, a cleaner, brighter look, more customers, and better cash flow. Done poorly, it can be a disastrous move.

For advice on when and how to grow, I contacted a couple of experts. Richard Sprague, owner of Sprague Sports in Yuma, Arizona, has expanded his shop three times since 1987, and plans a fourth building project in 2013. Miles Hall, owner of H&H Shooting Range in Oklahoma City, Oklahoma, has taken on expansions in each of the last eight years. In the next two installments of FYI, well cover their thoughts on what expan-sion has done for their already-successful businesses.SHOT Business: Youve each grown multiple times. How did you know when it was time to make your first addition?Hall: I think the question anyone has to ask themselves is, Am I meeting the needs of my customers? Because if you dont, you risk becoming irrelevant and opening the door for competitors. Sprague: I agree completely. We decided to build a new store and open an indoor range mainly because of the steady drum-beat of competition.SB: But how do you recognize the needs of your customers and/or know what youre not doing?Hall: We were shocked at the simplicity

of this: You ask them! Back in the 1980s, we were getting pretty routine-oriented and awfully comfortable. I know now this a bad place to beit means youre not paying attention. When we took the time to survey our customer base, we were amazed at the things we werent doing or could have been doing better. Their vision of us is what we eventually grew into.Sprague: A lot of this is as basic as pay-ing attention to whats happening in the industry, too. We talk to our customers, but we also listen to retailers about gener-al trends and specific items that are important and long-term. Going to trade shows like SHOT is critical as well; you simply learn to view your business from a broader perspective and make smart deci-sions about how and when to grow.SB: Any surprises during your information-gathering that helped you decide how to devote your space?Hall: Before our first expansion, wed done some research on gun sales in Oklahoma and found that 3 of every 4 guns sold was a long gun. Well, wed been a handgun store since the beginningthats what we did. But those facts made us realize we were missing out on a ton

of sales and needed room for long guns. More recently, we added retail space for leather goods, which surprised me. That stuff now takes up 19 shelves.Sprague: Ive been amazed at the grow-ing interest in collectibles. Our upcoming expansion will include an estate room just for the purpose of showing people these collections of older guns that come in from time to time. Keeping up with this has been an ongoing and fascinating pro-cess I learn from every week.SB: Anyone whos built a simple lawn shed knows that building aint cheap. How do you pay for it?Hall: From the time we pay for one expansion, were saving for the next. If I can finance the expansion from store prof-its, thats the ideal. Of course, thats not always possible. Then I always stress the need to view a banker as a business part-ner; if you need a loan, you need to be able to show well-tended books and a solid business plan.Sprague: I have a formula for what I can afford to spend. I calculate my sales-per-square-foot of general merchandiseexcluding firearmsthen cut that number in half. That total is an estimate of how much income the new space will gener-ate. Its a conservative figure, but within my personal comfort level.

taking the Pulse of CustomersCustomer surveys can be an invaluable source for how you can improve/expand your facility. There are three primary ways to get their opinions. The least formal is simply asking them about their experience with your shop and how you might improve. But some retailers (and shoppers) arent comfortable with this approach, and thats when a more formal method makes sense. Developing a written survey that can be handed out to customers is one method; developing an online option for your store website is another. Finally, there are more formal surveys devel-oped by consulting firms or universities.

Need a loan? In that case, be prepared to show a banker well-tended books and a solid business plan.

SHB0113_FYI.indd 24 12/6/12 4:34 PM

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BC_009970_SHB0113P.indd 1 12/11/12 3:52 PM

26Shot BuSineSSjanuary 2013

by ph il ip bourja ilyf ir ing l ine

Famous ProfileBrownings humpbacked A5 is back

A ll you will have to do to sell Brownings new A5 to some people is turn it sideways and show them the humpback profile. For others, you may have to hold it upside down so they can see the Buckmark logo on the trigger guard.Iconic has become a word

so overused that its lost much of its value. Nevertheless, it applies to both the 110-year-old profile of the Browning Auto 5 and to the much younger Buckmark logo. Both have the power to move con-sumers, and both are com-bined in the new A5.

For some customers, the distinctive Browning shape will sell the gun. Theres a group that grew up with Auto 5s who swear the squared-off receiver catches their eye and helps them shoot better. Theres another segment that buys any new Browning because its a Browning. Others will take convincing. Fortunately there is much more to the new A5 than a square receiver and a deer-head logo. The A5 is a brand-new shotgunhence Brownings catchphrase, This aint your Grandpas Auto 5.

Inside, the new A5 seems more Benelli than Browning. The gun uses Brownings ver-sion of the inertia system Benelli made famous. Browning calls its inertia sys-tem kinematic drive, but it functions identically to the famously reliable Benelli iner-tia system. The inertia of the heavy bolt holds it in place as the gun recoils backward. As

the guns movement slows, the spring opens, throwing the entire two-part bolt backward, unlocking the action and extracting the spent shell. The advantage of inertia/kinemat-ic operation is that there is no need to bleed gases from the action to cycle the gun, so it remains clean and keeps on working long after other guns may foul.

An added benefit of inertia designs is that because there are no rings and pistons up front, the guns forend can be very slim and it sits low in your front hand for sure point-ing. Combine the slender forend with the light weight of an alloy receiver and you get a

very responsive, slick-handling shotgun. The A5s I have shot weighed right around 7 pounds or a little under.

Despite its similarity to the Benelli, the A5 is all Browning. The square-backed receiver is the most obvious feature, but the A5 also has the speed-load carrier made famous by the Auto 5: When the gun is empty and the bolt is open, you can load it by merely thumbing a shell halfway into the magazine tube. It has the turnkey magazine plug introduced on the Maxus, which allows you to easily remove the plug without releasing the magazine spring to fly into the weeds. The A5

features Brownings overbored barrel for better patterns, and it has a brand-new choke tube system, the Invector DS, which has split brass rings around the bottom of each tube to seal powder and wad residue out of the threads.

The A5 comes in 3-inch 12-gauge only for now, in black, walnut, and camo, with a choice of 26- or 28-inch bar-rels. I had the chance to shoot three different A5s at pheas-ants, ducks, and clays last year. The gun is light to carry in the field and it rides easily in a sling when youre packing in decoys. When the time comes to shoot, it points and swings well. My test guns cycled everything from 1 18-ounce tar-get loads up to waterfowl mag-nums. Recoil, as with any light inertia gun, is more than with a gas gun, but less than with a fixed breech pump or O/U. Brownings soft Inflex recoil pad helps, too. The A5 comes with spacers to alter stock length, drop, and cast, so you can tweak the fit. Semi-auto shotguns reign right now as the number-one choice for all-around hunting guns, and the A5 offers customers something different: an inertia gun in a retro Browning package. SRP: $1,600. (801-876-2711; browning.com)

Selling tipsYou may have to show some people this is a completely new gun, not a re-released Auto 5. Pull off the forend to show that there are no friction rings to change from heavy to light load settings. Then, with a dummy shell, dem-onstrate the speed-load feature. The safety reverses quickly and easily; be ready to switch it on the spot for left-handed customers. Finally, make sure to mention that Browning offers a 100,000-round/five-year guarantee.

Inside, the new A5 may seem more Benelli than Browning, as it uses Brownings version of the inertia system Benelli made famous.

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BC_009337_SHB0113P.indd 1 12/10/12 3:25 PM

28Shot BuSineSSjanuary 2013

undercover shopper

pixel pushers

Slugging It Out for a Slug Gun

New Jersey has a surprisingly large deer herd, but hunters dont have a centerfire option

I f you want to hunt deer with a firearm in the Garden State, youre limited to a muzzleloader or shot-gun, as centerfire rifles are not legal hunting implements in New Jersey. But given the technical improvements in slug guns over the past few years, especially when you team a rifled sabot slug with a rifled barrel, hunters really arent losing anything. In fact, 4-inch groups at 200 yards are not at all uncommon. Armed with this knowledge, I browsed gun stores in central New Jersey to find out what clerks knew about these super shotguns.

STORE AMy first store was a national chain that stood among other box stores on the property of an upscale mall. I walked up to the gun department to find two clerks serving three customers. About 130 guns lined the walls. All had trigger locks and cables securing them to the racks.

After a 10-minute wait, a middle-aged man wrapped up an ammo purchase with another customer and turned his atten-tion to me. I asked if he had any rifled-slug shotguns for deer hunting. The clerk pointed out two black Remington 870s,

one in 12-gauge and one in 20-gauge. Both had rifled barrels, but those were about it. Twelve or so other shotguns were smoothbores. We talked about the pros and cons of rifled barrels versus smoothbores. He mentioned smoothbores could be used for other hunting, like waterfowl.

I asked if he would get more rifled- barreled guns in closer to hunting season, but he said he was having trouble getting any guns and certainly couldnt count on getting more rifled barrels. He said there was a big demand. Everyones buying guns, he said, as if he was disappointed.

STORE BThis store is called an army-navy store, but dont let that fool you. Its a hunting store end to end, the kind of place where hardcore hunters linger when buying blackpowder, calls, bows, or anything else we can talk ourselves into needing. I felt right at home in this man cave.

More than 400 guns of about every type stood at attention below mounts of wapiti, mule deer, and local whitetails. I waited a minute or two before a clerk asked me if I needed a hand. I asked about a rifled-slug shotgun, and he showed me eight new

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ones: a Savage 220 and two H&Rs, one in 20-gauge and one in 12-gauge, among other brands. I asked which hed recommend. He said the 20-gauge Savage 220 was good to 200 yards. Weve sold a lot, he said. Theyre accurate and popular. Thats when a customer piped up to say he had one, and they were super accurate. Another customer couldnt contain himself and said he had an H&R for years and found them safe, reliable, and dead-on. He also offered that I didnt necessarily need a rifled barrel, because I could use rifled sab-ots with a smoothbore. I asked about the trade-off in accuracy, and he agreed that long-range accuracy wouldnt compare.

STORE CThis is a larger mom-and-pop that looks like it started as a small shop, and then added rooms off the original store. The

layout is confusing, but I found the gun department without much trouble. I saw a good 140 guns on racks. A woman sat behind the counter staring at a laptop. Another clerk was talking with a friend or customer or both. I asked about a rifled-slug gun, and the female clerk looked up and pointed out two new Savage 220s and a Browning A-Bolt in 12-gauge. They also had several used guns, including a used Ithaca Deerslayer III. I asked her a few questions (including Is the Savage trigger user-adjustable?) and asked to handle a few. She complied, but reluctantly. She knew her stuff but wasnt interested in getting to the bottom of my quest for a slug gun. From what I could tell, she was apparently posting her status on Facebook or updating their stores website. That computer screen seemed far more inter-esting to her than spending time talking guns with me.

STORE DThis dusty, one-room store must be the center of the deer-hunting universe come deer season. Its a deer-check station, and the only business for a country mile in a rural area of the state. But on this day it was quiet. When I walked to the gun counter, a clerk slowly emerged from a desk stacked with papers and made his way to me. About 40 guns stood on the racks. Almost all were used. He had one used Mossberg 500 and several other smoothbores. He was knowledgeable about the guns; I could see that as we made small talk about them and about hunting in general in the area. He seemed eager to get back to his desk, and I didnt stop him. I walked among the low aisles filled with yellowing blister packs of old scents, bullets, calls, and other doodads, and then split.

howd they Do?Customer Service

Product Knowledge

Product Availability

Winner: store

BVisiting harrys Army Navy is almost as fun as hunting itself. it felt more like deer camp than a business. The clerksand the custom-erswere friendly and shared their experiences.

Harrys Army Navy691 route 130robbinsville, NJ 08691609-585-5450harrys.com

store

AFriendly, but not interested in my pursuit.

i suspect he knew a lot about shotguns, but he didnt offer much of it.

A good amount of guns secured with cables and trigger locks.

store

BThe clerk was busy, but stopped to answer questions

and chat.

Two apparently random customers concurred with the clerks opinions.

Many more choices, by far, than any other store.

store

CThe clerk answered questionswhen she had to.

she had the right answers, although she wasnt inter-ested in showing off, thats for sure.

My options here were not impressive.

store

DThe clerk was friendly and didnt mind answering

questions.

he knew his limited selection, although he volunteered few details.

it was a small shop; there wasnt much to look at.

SCORING SySTEm: Outstanding: Very Good: Average: Fair: poor:

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JANUARY 2013SHOT BUSINESS33

S H O O T I N G , H U N T I N G & O U T D O O R T R A D E

Personal defense rules the roost. That usually means handguns, but this year well see some new tactical ri es, too. And one special bolt-action is celebrating its 50th anniversary with a special edition By Chris Christian

Last year, firearms manufac-turers adopted a prudent wait-and-see attitude. No one wanted to ramp up

production until there was solid proof of economic recovery. Although the hope that a mori-bund economy would pick up some steam evaporated as quick-ly as water droplets on a hot grid-dle, the firearms industry none-theless remains a strong and via-ble concern. Want proof ? Just look at the wide range of new gunsin all categoriesthat will enter the market in 2013.

SHB0113_GUN.indd 33 12/11/12 1:20 PM

R IFLES 20 13

This year sees the largest and most diverse selection of new ri es in recent memory. On the rim re side, a number of new models from CZ-USA and Legacy Sports of er an array of fun gun choices in .22LR, .22WMR, and .17 HMR. In the bolt-action arena, new models run the full gamut, from lightweight game ri es, accuracy-guaranteed target guns, and heavy varminters to compact, suppressor-ready tactical guns and big-bore ri es that will reach out and touch targets as far out as 2,000 yards. And thats not all. A totally new (and very accurate) Remington hunting ri e will appeal to the

price-conscious customer.The AR-pattern Modern Sporting Ri e now appears in a staggering array of new models that

can handle just about any task a ri e can be assigned, be it target, varmint, 3-Gun competition, tactical LE, or home-defense use. There are even some classic lever guns in the mix. If ri es are big in your inventory, take notes. Youll need them!

A RMA L I TENew for 2013 is the ArmaLite AR 30A1. This is the next evo-lution of ArmaLites AR-30 bolt-action tactical and target long-range rifle. It will be available in .300 Win. Mag. and .338 Lapua, in both dedicated target and tactical versions.

The .300 Win. Mag. features a 24-inch barrel, while the .338 Lapua uses a 26-inch tube. Both feature a removable muz-zle brake and use a single-stage trigger. The bolt-mounted

safety mechanism locks the fir-ing pin to the rear and is con-sidered stronger than a sear- or trigger-blocking safety. Both also use a single-stack detach-able magazine constructed from steel, with a deep maga-zine well for positive magazine changes and positioning. The competition-grade chrome moly barrel (1:10 twist for both calibers) is housed in a rigid aluminum stock with ArmaLites patented V-Block Bedding Wedge and V-Block Stock. The stock features an

adjustable cheekpiece, and the buttstock can be removed with a single Allen wrench, making compact transport simple. Standard and target buttstocks are interchangeable on any receiver.

A top 20 MOA Picatinny rail rides over the receiver for con-venient optics mounting. The Picatinny rails on both sides of the forearm allow for the installation of other devices.

Each gun includes one 5-round magazine, detachable sight and accessory rails, a

hard case, a sling, and an own-ers manual. SRP: $3,264 for the standard Win. Mag.; $3,460 for the target version; $3,404 for the standard Lapua; and $3,599 for the Target Lapua.

For 2013, ArmaLite will offer the .416 Barrett in its AR-50A1 platform in the new AR-50A1-.416 Barrett (SRP: $3,359). It offers all the fea-tures of the standard AR-50A1, including the V-Lock Bedding Wedge, the V-Block aluminum stock, and the highly effective AR-50A1 muzzle brake.

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34SHOT BUSINESSJANUARY 2013

ArmaLite: The AR-30A1 bolt-action target model (top) will be available in .300 Win. Mag. and .338 Lapua. The AR-10 LE Carbine is chambered for 7.62x51mm/.308.

SHB0113_RIF.indd 34 12/11/12 1:17 PM

S H O O T I N G , H U N T I N G & O U T D O O R T R A D E

Although large-caliber bolt guns garner a lot of attention, compact carbines are more likely to be carried into harms way by military and law enforcement personnel. ArmaLite adds to that mix with a new compact carbine rifle chambered for 7.62x51mm/.308. ArmaLite already manufactures the AR-10A2 carbine, based upon a traditional A2 front sight, A2 upper receiver, and permanent carry handle. The new AR-10LE (SRP: $2,199) com-bines an innovative A2-style front sight with an A4 flattop upper receiver that can accom-modate a wide variety of sights, scopes, lights, and other LE accessories. The AR-10LE features a 16-inch chrome-lined moly barrel with a 11.25 -twist. A Troy Medieval Muzzle Brake adorns the muzzle, and ArmaLite claims it is tough enough to use as an impro-vised breaching device if the situation requires it.

The ERGOF 93 buttstock features a fixed cheekpiece for a consistent and repeatable cheek weld in any of the eight available stock-adjustment positions. Once the buttstock is locked into a position, it is as rigid as any fixed stock. The length-of-pull adjustment avail-able is 4 inches.

The trigger is a tactical two-stage, and the empty weight is 9 pounds. The rifle is shipped with one 10-round magazine, a sling, a black case, an own-ers manual, and ArmaLites limited warranty. (800-336-0184; armalite.com)

C O LT C OMPET I T I O NGiven its weight (13.2 pounds), the .308 Colt M2012 has obvi-ously been designed for preci-sion shooting. It features a button-rifled, 22-inch, match-grade stainless custom fluted

barrel (1:10 twist); a single-stage Timney trigger; a Magpul pistol grip; and a Cooper Firearms muzzle brake. SRP: $3,799. (503-783-2658; coltcompetitionrifle.com)

CZ - U S AThe CZ 455 is the next genera-tion of the CZ bolt-action rim-fire and will eventually replace the 452 line by consolidating all rimfire bolt-action receivers into one common platform. The CZ 455 allows the use of interchangeable barrels, cali-bers, and stock configurations. The common features of the 455 line include a rimfire bolt-action fully machined from bar stock, a trigger adjustable for weight of pull (with a single set trigger available on some models), a cold-hammer-forged barrel, a detachable magazine, standard 11mm rimfire scope-mounting dovetails milled into the receiver, interchangeable barrels, and interchangeable stocks.

The CZ 455 American Synthetic (SRP: $374) is cham-bered for .22LR. It features a black American-style synthetic stock/blued metalwork, a 20.5-inch barrel without supplied sights, an adjustable trigger, and a five-round detachable magazine. It has an empty weight of 5.81 pounds. The CZ 455 Varmint SST is equipped with a single-set trigger system. The trigger is adjustable in both the primary and single-set pull weights. It features a 20.5-inch heavy bar-rel (without supplied sights), a walnut stock with blued metal-work, and a five-round detach-able magazine. It will be avail-able in .22LR (SRP: $509) and .17 HMR (SRP: $536).

The CZ 455 Varmint Thumbhole SST Fluted incor-porates a vented Boyds

thumbhole stock in a forest-finished laminate construction, with blued metalwork. The 20.5-inch heavy fluted barrel comes without sights. The trigger mechanism is CZs Single Set Trigger (SST). A five-round detachable maga-zine is standard, and it will be available in .22LR (SRP: $588) and .17 HMR (SRP: $615).

The CZ Varmint Evolution will now be available in .17 HMR (SRP: $549). The Evolution Sky Blue/Grey laminate stock is designed for ambidextrous operation, even though it is a right-handed bolt-action. An ambidextrous cheek-piece, tear-drop pistol grip, and palm swells provide easy opera-tion for right- or left-handed shooters. The gun features a 20.5-inch heavy barrel (without sights) that is free-floated within the stock. The trigger is the standard 455 adjustable model, and the gun feeds from a five-round detachable magazine.

In the centerfire arena, the CZ 527 will now be available in the .17 Hornet. Based upon the .22 Hornet cartridge case, the .17 Hornet will launch a 20-grain Superformance Hornady V-MAX bullet to 3,650 fps while delivering tra-jectory performance similar to a 55-grain .223 Rem. load, but with less recoil and a lower price. (913-321-2251; cz-usa.com)

D EL-TO NDesigned for 3-Gun competi-tions, the DTI Evolution fea-tures a 16-inch CMV chrome-lined lightweight barrel (1:9 twist), a Samson Evolution free-float rail, and M4 feed ramps. Other features include a Samson Quick Flip Dual Aperture rear sight and Samson folding front sight, a two-stage mil-spec trigger, a Magpul MOE+ Grip, a

JANUARY 2013SHOT BUSINESS35

Colt Competition: The M2012 fea-tures a button-rifled 22-inch match-grade stainless custom fluted barrel and a Timney trigger.

SHB0113_RIF.indd 35 12/11/12 1:17 PM

Magpul CTR mil-spec butt-stock, and a mil-spec buffer tube. Empty weight is 6.5 pounds. SRP: $1,300.

The DT Sport OR is designed to hit a lower price point. It fea-tures a 16-inch 4140 steel barrel (1:10 twist). Other features include an A3 flattop with white T marks and a hard-coat anodized, mil-spec-forged 7075 T6 aluminum lower receiver and an M4 six-position butt-stock. Empty weight is 5.6 pounds. SRP: $699.

The Echo 316H OR is a mid-priced A3 heavy-barreled carbine designed to offer years of service and reliability. Key features include a 16-inch chrome-moly vanadium barrel (1:9 twist), M4 feed ramps, an A3 flattop with white T marks, a hard-coat anodized, mil-spec forged 7075 T6 alumi-num lower receiver, and an M4 six-position buttstock. Empty weight is 6.4 pounds. SRP: $864. (910-645-2172; del-ton.com)

D PMS PA NTH ER A RMSSeveral product changes mark DPMS new offerings this year. The 2013 TPR Rifle (SRP: $1,399) will now feature the Magpul MOE Rifle Stock as well as a full-length upper rail for optics or sight mounting, a

muzzle brake, and a short quad rail to allow the addition of lights and lasers. The 300 Personal Defense Weapon fea-tures a 7.5-inch barrel with an AAC blackout flash hider, 4-inch rail handguard, SOG vertical grip, and Magpul flip-up sights. SRP: $1,289.

The 6.8 Rem. SPC has slipped from the view of many, but it remains a very capable cartridge with modest recoil. The New DPMS 6.8 Hunter (SRP: $1.269) makes it available with a fixed stock, a round forend, a receiver-mounted Picatinny rail for optics mounting, and a 20-inch stainless, Teflon-coated fluted barrel with a carbon-fiber free-float tube. (800-578-3767; dpmsinc.com)

FN H U S ABuilt by Unique Alpine AG and marketed by FNH, the FN/Unique Alpine Ballista is a fully modular multi-caliber bolt-action rifle designed for preci-sion fire at extended ranges. Available in .308 Win., .300 Win. Mag., and .338 Lapua, it features a high-strength, vibra-tion-isolated, aluminum-alloy receiver. The receiver mounts a mil-spec 1913 rail, and has mul-tiple rail segments for slings, a bipod, lights, or lasers. The

36SHOT BUSINESSJANUARY 2013

R IFLES 2 0 13

Del-Ton: The DTI Evolution (left) features a 16-inch CMV chrome-lined lightweight barrel and mil-spec buffer tube. The DT Sport OR (right) utilizes a 16-inch 4140 steel barrel.

SHB0113_RIF.indd 36 12/11/12 1:17 PM

action trigger system is fully adjustable for a single or two-stage release between 2 and 5 pounds. It is equipped with a 26-inch fluted barrel that may be changed for other barrels/calibers in under two minutes, and all installed barrels remain true to the receivers center-line. Fed from a detachable magazine, the stock is an ambi-dextrous model that is fully adjustable for length of pull, butt plate height, comb height, and cast on or off. SRP: $9,995 for the basic rifle, without addi-tional barrels or accessories.

The FN SPR A5 XP (SRP: $2,899) is an enhanced version of the existing SPR A5M bolt-action platform. New features include a threaded muzzle to accept suppressors, a threaded tactical bolt knob, a 1:12 twist barrel to handle suppressed rounds, and a McMillan cheek rest. This model replaces all current SPR models. (703-288-3500; fnhusa.com)

LEG A CY S PO RTS I NTERN AT I O N A L

Legacy Sports recently announced a licensing agree-ment with Moon Shine Attitude Attire in order to offer the popular Moon Shine camo patterns on Howa rifles, Escort shotguns, ISSC pistols,

and Citadel M-1 .22 rifles in selected parts numbers. The available camo patterns will consist of Harvest Moon, Outshine, and Muddy Girl.

The Howa 1500 bolt-action features a three-position safety, a HACT two-stage trigger sys-tem, a forged one-piece b