In conjunction with Scuba Tour 2001, the Diving Equipment and Marketing Association (DEMA) has finalized as part of its sponsorship an added benefit for consumer scuba show producers. This agreement allows show producers who are DEMA members to use the 25,000 gallon Scuba Tour Pool at an at-cost rate. The newly formed alliance represents a valuable benefit to show producers, DEMA exhibitors and the scuba diving industry as a whole, according to Regina Franklin, executive director of the association. DEMA prides itself on providing our members with unique and valuable membership benefits that increase profitability and help to raise awareness of diving, said Franklin. This alliance with the Scuba Tour will do just that. Consumer dive show producers will now have access to a pool where they can demonstrate their products to consumers at a subsidized cost as part of DEMA's sponsorship, adding to the value of their show and resulting in an increased consumer draw to drive traffic. Scuba Tour 2000 generated phenomenal exposure for the industry and reached millions of potential divers by successfully exhibiting at non-traditional consumer shows, such as air shows and state fairs. This exposure represents the incredible opportunity for show producers to reach critical new audiences and improve traffic at their shows. According to Steve Weaver of the Denver ExtaSea Show, DEMA's alliance with Scuba Tour offers producers the show's biggest attraction at a discounted rate. The pool is a huge draw at the show, said Weaver. People just love to get in and try out all of the gear. If you are a consumer show producer or would like to have the Scuba Tour at your event, please contact Scuba Tour producers, the Cline Group at (972) 267-6700. The Diving Equipment & Marketing Association is a global, not-for-profit organization comprised of more than 1,200 companies and organizations whose mission is to promote sustainable growth in recreational diving and snorkeling through education and training while protecting the underwater environment