shot business | august/september 2011

VOLUME 19, NUMBER 5 AUGUST/SEPTEMBER 2011

SERIOUS

STUFFIn this economy, retailers

want to stock only the most

likely sellers. Our testers

recommend your best bets

to make the register ring Pg. 31

NSSF

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

GOOD STUFF: TrijiconÕs ulti-mate red-dot turkey sight also appeals to the 3-gun crowd Pg. 48

FIRING LINE: CimarronÕs retro take on a legendary Spaghetti Western revolver Pg. 26

0911_cover.indd 1 7/14/11 3:01:37 PM

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AUGUST/SEPTEMBER 2011 ❚ SHOT BUSINESS ❚ 1

SHOT BUS INESS ❚ AUGUST/SEPTEMBER 201 1 ❚ VOL . 19, I SSUE 5 CONTENTSCOVER PHOTO: JOHN HAFNER

Departments

2 EDITOR’S NOTE The woman at your register is not there by accident

5 NEWS BRIEFS Rossi’s new rifle calibers; Traditions’ Full Bore loads; Baserri hires two rep groups for U.S.

22 FYI Using air rifles to reach future shooters

24 ATF Q&A Are photo IDs necessary? Can a family member pick up a firearm in for repair?

26 FIRING LINE Cimarron pays homage to the Man with No Name

28 UNDERCOVER SHOPPER Scoping out deer optics in eastern Connecticut

48 GOOD STUFF A red dot for turkeys? Trjicon’s got the goods

50 WHAT’S SELLING WHERE

56 NEW PRODUCTS Kimber’s centennial 1911, the Royal II .45 ACP; Gerber’s new Freeman Guide Folder; RDZ’s Case Trimmer

Features

NSSF Update 15 FROM THE NSSF Your input

is helping to improve the SHOT Show

16 2011 SHOOTING SPORTS SUMMIT Industry leaders shared ideas for growth

16 IDAHO, NEW HAMPSHIRE PASS FAMILIES AFIELD They become the 31st and 32nd states to adopt the mentoring legislation

17 HUNTING HERITAGE Ten wildlife organizations awarded grants

17 NSSF WINS PR AWARD Annual Review takes top honor for yearly publication

18 NSSF DELIVERS VALUE 19 YOU SHOULD KNOW Six reasons traditional ammo shouldn’t be banned

31 SERIOUS STUFF Every year retailers must decide what to stock, and in this trying economy, who wants to get stuck with slow-moving dust-catchers? These are products we’ve actually used; even better, they’re products customers actually want BY THE EDITORS

42 THE UNTAPPED OPPORTUNITY Women are showing an increasing interest in the modern sporting rifle, which translates into a chance for you to tap into a new market. But success depends on coming to grips with a woman’s buying rationale BY BRIAN MCCOMBIE

31

56

26

0911_TOC.indd 1 7/14/11 10:39:07 AM

No AccidentThat woman at your sales counter didn’t get there by chance

T his month, I direct your attention to “The Untapped Opportunity,” by contributing editor Brian McCombie [page 42]. SHOT Business has written

before on the importance of the emerging women’s mar-ket to the shooting sports industry. Women’s burgeoning interest in the modern sporting rifle is simply another example of this trend.

As McCombie notes, this is a wonderful opportunity to cash in on, but your success depends on an ability to understand the varied nuances of the market. For exam-ple, McCombie notes that “women approach an MSR purchase from a research-based point of view. They are very receptive to certain sales techniques, and extremely put off by others.”

Chief among the latter is what Deb Cheek, co-owner of Plainfield

Shooting Supplies in Plainfield, Indiana, calls “The Colonel Voice.” We’ve all heard it: the utterances (as well as the tone) that emanate from the imposing know-it-all behind the counter. Men may toler-ate such a creature, but women will not. As Cheek says, “Big turnoff. Women just don’t feel relaxed around those guys.”

And what happens when custom-ers feel intimidated by the sales help? They walk out the door. Furthermore, they’ll tell their friends to avoid you like the plague. That’s no way to encourage a new crop of customers.

As to research, McCombie notes that women typically do a lot of it

before they even walk through the door of your shop. According to Jonathan Prinkle, owner of Coal Creek Armory in Knoxville, Tennessee, “[Women] usually have two to three models in mind, plus possible accessories, and they want to know our opinion of them.” Prinkle adds that much of this research is Internet-based, and these new customers expect to get some of the information from your shop’s website.

Here’s where it gets inter-esting. A couple of months ago, I was talking about store-based websites with a knowledgeable industry source. He said that many FFLs don’t even have an e-mail account, much less a website. “So,” I asked, “how do they expect to compete and build a new customer base to replace the ones

they’re losing?” The short answer: They can’t. If you don’t have a web-site, you have more or less made a decision to let yourself go out of business.

McCombie also urges retailers to take a good long look at the woman who walks up to your counter to inquire about an MSR. “She didn’t get there by accident. Failure to take her and her ques-tions seriously could cost you a sale.”

And why would you want to do that?

2 ❚ Shot BuSineSS ❚ august/september 2011

editor ’s note

slaton l. White, editorMargaret M. nussey, Managing Editordavid e. Petzal, Shooting EditorJohn Burgman, Assistant EditorMaribel Martin, Senior Administrative AssistantJames a. Walsh, Art Directorshayna Marchese, Associate Art DirectorPaul l. Catalano, Production Manager

ContriButing editors Larry Ahlman, Barbara Baird, Scott Bestul, Philp 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

eriC ZinCZenko, Vice President, group PublisheradVertising: 212-779-5316John graney, Associate Publishergregory d. gatto, National Endemic and Online Sales DirectorPaula iwanski, NortheastBrian Peterson, West stephen Mitchell, Southeastelizabeth 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, Consumer Marketing, Bruce MillerVice President, Production, Lisa EarlywineVice President, digital sales & Marketing, John HaskinVice President, enterprise systems, Shawn LarsonVice President, Corporate Communications, Dean TurcolBrand director, John MillerPublishing Consultant, Martin S. WalkerCorporate 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 19, issue 5. Copyright © 2011 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. reprINts: Wrights reprints, 877-652-5295. pOstmaster: please send address changes to sHOt business, p.O. box 422494, palm Coast, FL 32142-2494.

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 10016

nssf

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

slaton l. White, Editor

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august/september 2011 ❚ SHot BuSineSS ❚ 5

news br iefsnews ❚ promotions ❚ awards ❚ outreach

edited by john burgman

Bits & Pieces

Doug Koenig Brings Home His 13th

Bianchi Cup sportsman channel announced that shooting ace doug Koenig won his 13th national action pistol championship (Bianchi cup) at the Green Valley rifle and pistol club in columbia, missouri. Koenig’s victory was filmed and can be seen on his new tV series, Doug Koenig’s Championship Season, which premiered on sportsman channel this summer. “i have to say, winning my

13th Bianchi cup is just as sweet as any other ‘cup’ in my trophy case,” said Koenig. “this is a very tough match to win and having the film crew recording the action was excit-ing for me—win or lose. we’re looking forward to the great season of new episodes on sportsman channel.”

West Virginia State Police Choose

Trijicon ACOG trijicon recently announced that its acoG sight has been selected as the carbine optic to be used by the west Virginia state police. the selection culminated in an order for the purchase of 800 trijicon ta44sr-10 acoG weapon sights for general issue to each of the state’s troopers. “trijicon is honored to be

selected,” said tom munson, trijicon director of sales and marketing. “as agencies appre-ciate the value of the patrol rifle in modern policing and issue greater numbers of these weapon platforms, it is impor-tant that they provide their officers with sighting systems to adequately assess and identify potential targets.”

Rossi Adds New Rifle Calibers

this product is from sustainably managed forests and controlled sources.

Longtime firearm manufacturer Rossi recently announced plans to amp up its popular Rio Grande rifle line by adding two new ammunition models. A .410-gauge shotshell and a .45-70 Government ammunition rifle will be available to shooters looking to diversify their lever-action collection.

Both the .410 shotshell and the .45-70 Government rifles will offer a fast side-loading gate, a closed tubular magazine, authentic buckhorn sights, a Brazilian hardwood stock and clean lines. The Rio Grande line has been touted as offering a combination of sharp accuracy and practicality for a lifetime of fast, lever-action shooting.

The .45-70 Rio Grande provides 6+1 rounds and is available with a blue finish. The .410-gauge model holds 5 rounds and is available in either a blue or polished stainless-steel finish.

The Rio Grande’s side ejection port allows a riflescope to be mounted in the natural position, and the scope mount base and hammer extension are included. The barrel measures 20 inches, with an overall length of 38.9 inches and an empty weight of 5.8 pounds. The rifles are all hand-assembled and -tuned, and also fea-ture cushioned recoil pads, a cross-bolt safety, a lever-actuated safety and the unique onboard Taurus Security System. SRP ranges from $536 to $583.

Also available from Rossi is the popu-lar Rio Grande .30-30 Win. model. This lever-action rifle features authentic buck-horn sights, a beautiful hardwood finish and 6+1 rounds.

Rossi was founded in Brazil by Amadeo Rossi in 1889. The company is still run by the Rossi family and manu-factures its firearms in Sao Leopoldo, Brazil. Its firearms are imported into the U.S. and serviced by Braztech International. As a perk to customers, Rossi offers a free one-year NRA mem-bership with the purchase of any Rossi model. More information about the com-pany, its products and the NRA member-ship offer can be found at rossiusa.com.

Clean lines and a Brazilian hardwood stock have made the Rio Grande one of Rossi’s most aesthetically popular models.

0911_newsbriefs.indd 5 7/14/11 9:09:54 AM

6 ❚ SHot BuSineSS ❚ august/september 2011

news br iefs

Traditions Offers New Full Bore Bullets—No More Sabots!

Ameristep unleashes the Carnivore Ground BlindHub-style design also offers UV protection

Traditions Performance Firearms, known particularly by sports-men as a muzzleloader company, recently announced a new line of bullets for the 2011 lineup. Called Full Bore, the bullets are designed with practicality in mind, and as a result, are intended to be easy to load—no longer requiring a plastic sabot.

The bullet’s patented Flex Tip design delivers terminal per-formance at close range as well as longer distances. Upon impact, the flexible, elastomor tip compresses into the nose of the bullet, creating a large, temporary cavity, resulting in mini-mal tracking and quick kills.

The bullet’s copper jacket eliminates lead fouling and con-trols expansion. In terms of accuracy, the Full Bore bullets obtain 1-inch groups at 100 yards, according to the company.

With a ballistic coefficient of .285, this bullet is being adver-tised as one of the most ballistically efficient full-diameter muzzleloader projectiles available. SRP for a box of Full Bore bullets is $19.99.

Michigan-based tree stand, harness and blind manufacturer Ameristep recently unveiled its newest hub-style blind, appropriately labeled the Carnivore Ground Blind.

The Carnivore features Ameristep’s new and exclusive poly-cotton outer shell for reduced noise and sheen. The company has combined heavy-duty Spider Hub Technology with solid-glass rod framework, the end result being a blind that is durable in the field, but easy and fast to set up or take down.

Ameristep also notes that the Carnivore’s exterior is UV protected, which provides greater protection for sportsmen and also extends the life expectancy of the blind in the field.

Carnivore Blind Features: u durable poly-cotton outer shell reduces noise and sheenu custom backpack with dual side straps for gear and bow or gun- carrying attachmentu dual window system—180-degree viewing and multiple magnetic shooting windowsu Ground skirt for debris and light containmentu noise-free window systemu 74-inch shooting width, with 67 inches of headspaceu packs down to 9 inches wide and 47 inches longu weighs 22 poundsu srp: $400

The Carnivore Ground Blind comes with magnetic shooting windows for an optimal, wide visual field.

The copper-jacketed Full Bore line.

WinchesterSponsors Awardwinchester ammunition was recently appointed the official ammunition sponsor of the north american hunting club’s “mentor of the Year award.” winchester will contribute prize packages of gear to the five finalists and the person who nominates the overall winner.“as hunters, it’s our duty to

mentor others in the outdoor lifestyle and pass on our hunt-ing traditions,” said Brett Flaugher, winchester’s vice president of marketing and sales. “at winchester, we want to be first in line to support the preservation of north america’s hunting heritage, and we’re proud to sponsor the nahc’s mentor of the Year award.”the nahc created the award

last year as an acknowledg-ment that mentoring new hunt-ers is vital to preserving north america’s hunting heritage and to recognize those individuals who personify such a concept.


It can — when you work with PolyOne. We help you turn great ideas into real products. By listening to you, we

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Correctionin the June/July issue, the image that accompanied the text on aimpoint’s patrol rifle optic (pro) was incorrect. here is the correct image.

Mossberg Promotion Will Boost SalesMossberg’s latest consumer promotion will run until October 30, 2011, and will give customers the opportunity to win a variety of Mossberg products.

As part of the promotion, eligible consumers will receive a free 8x30 binocular and a soft camo gun case (worth $87.98) with each Mossberg or Maverick bolt-action or Mossberg lever-action purchase.

There are advantages to the shopowners as well: Participating dealers will receive free point-of-purchase marketing support in the form of an eye-catching counter card and coupon pad. Customers must fill out the coupon and mail it to Mossberg, along with the original sales receipt, to claim the binocular and gun case. All claims must be postmarked by November 27, 2011. Mossberg will process and fulfill all qualifying redemptions. Customers may also sign up for the promotion at mossberg.com.

Pictured from top to bottom: The Mossberg 4x4, ATR and Trek rifles. Purchasing any of these will make the customer eligible for the company’s latest promotion.

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On the Move New and noteworthy hirings and promotions in the industry

Alison Hall Traditions recently hired Alison Hall as the company’s new marketing coordina-tor. Hall is a recent graduate of the University of Connecticut with a bachelor’s degree in English and a minor in business. She has an extensive back-ground with social media.

Jon Syverson Rage Outdoors announced that Jon Syverson has joined the company as its vice president of sales. Syverson comes to Rage from Field Logic. He brings more than 15 years of archery product sales and major customer relations and devel-opment experience.

Donald CaillierLipsey’s announced that Donald Caillier is now the compa-ny’s key accounts manager. Caillier, who has extensive experience working with national accounts, joined the Lipsey’s sales department in 2002, and became national sales manager in 2006.

Garrett PratherLipsey’s also announced the pro-motion of Garrett Prather to national sales manager. Prather, an avid hunter, became a member of the Lipsey’s sales team in 2006, and has since taken on addi-tional responsibili-ties in the area of sales management.

Jessica KallamThe Freedom Group, which includes Remington and Bushmaster, promoted Jessica Kallam to press relations manager. Kallam will be working on the stra-tegic direction for the department. She will also handle daily interactions with industry media.

Kahr Arms is pleased to kick off their newest series of Kahr pistols - the CM series. The new line begins with the Kahr CM9093 which is based on Kahr’s most popu-lar 3” barrel 9mm model the PM9093.

The CM9 slide is only .90 inch wide and machined from solid 416 stainless slide with a matte finish, each gun is shipped with one 6 rd stainless steel magazine with a flush baseplate. Magazines are USA made, plasma welded, tumbled to remove burrs and feature Wolff Gunsprings. The magazine catch in the polymer frame is all metal and will not wear out on the stainless steel magazine after extended use.

Kahr offers the CM series at a great value price but did not compromise on the features, accuracy or reliability found in all Kahr pistols.

Factory: 130 Goddard Memorial Drive, Worcester, MA 01603Sales & Service: 508-795-3919 / Fax: 508-795-7046Web Address: www.kahr.com

Model: CM9093MSRP: $565.00

7 rd. Extended magazine optional Made in the U.S.A.

0911_newsbriefs.indd 9 7/14/11 1:52:22 PM

news br iefs

Baserri Shotguns Hires Two Manufacturer’s Rep Groups

Baserri Shotguns, importers of Italian shotguns, has appointed OMG Associates of Simpsonville, South Carolina, to repre-sent Baserri in the southeastern United States, and Southwest Marketing Group of Dallas–Fort Worth, Texas, to cover marketing for the company in Texas, Arkansas, Louisiana and Oklahoma.

OMG Associates is a specialized manu-facturer’s rep group dedicated to servicing the Southeastern states.

Alan Thompson, president of Baserri, said, “OMG Associates’ solid coverage in the Southeastern states and its team of experienced and knowledgeable represen-tatives will grow sales and create market-ing opportunities that will support dealers and retail shops carrying the Baserri brand. The company is passionate about our shotguns and understands our philosophy of what it means to ‘Experience the Hunt through the Gun.’ We’re excited to wel-come them on board.”

Forrest Jones, a representative of OMG, said, “Our team is ready and eager to introduce Baserri shotguns to the many dealers we visit. Baserri’s line of shotguns distinguishes the company from others, with a competitive price point and the company’s strong empha-sis on customer service.”

Southwest Marketing Group will fur-ther expand Baserri’s coverage. Thompson said, “Southwest’s coverage will introduce dealers to an affordable, high-quality shot-gun for the outdoor shooting enthusiast wanting to make the transition to owning a fine Italian shotgun that will be handed down to the next generation.”

Michael Mooney of Southwest Marketing said, “Our dealers carrying the Baserri line are excited to provide shoot-ing enthusiasts with an opportunity they’ve never encountered before. Both Baserri models aesthetically look and feel like beautifully crafted high-end shotguns, yet are surprisingly affordable. We believe there’s going to be great interest in the Baserri line.”

Baserri Shotguns, based in Brescia, Italy, are available with high-grade walnut stocks, a patented barrel system drilled from solid bars of chrome moly steel, and a full set of chokes enclosed in a locking ABS case with felt sleeves.

Baserri looks to bulk up its presence on store shelves

in the shooting hub of the

South.


Mountain Khakis’ New Blog Aims to InspireSporting-lifestyle apparel brand Mountain Khakis recently made its MK Livin’ blog live; it can be found at blog.mountainkhakis.com. According to the company, the blog is designed to edu-cate, inform and inspire the outdoors-enthusiast readership and embody the spirit of mountain life.

The blog will keep tabs on the brand’s “Ambassadors,” chronicle and announce upcoming Mountain Khakis–sponsored events, and feature contests, among other content. It’s part of a continuing effort by the company to create a communal atmo-sphere for consumers—something other brands have been doing in the past several years as well. The aim is to keep users in the loop with information pertaining to products, as well as the much-broader concept of outdoor lifestyle.

“The MK Livin’ blog is the next genera-tion of the voice of Mountain Khakis,” said Molly Prior, Mountain Khakis’ mar-keting assistant. “Its content is rife with real-life stories and updates from everyone from core mountain townies to urban weekend warriors. It represents Mountain Khakis as lived and experienced by authentic people doing really cool stuff. It’s like a kick in the pants to get out there and play, and I’m proud to be a part of that!”

Within the launch of MK Livin’, Mountain Khakis is also debuting the “I Spy MKs” campaign. According to the company’s website, the campaign is an opportunity for users to upload photos to a Flickr group of themselves wearing and using Mountain Khakis products. The “I Spy MKs” campaign can be found at blog.mountainkhakis.com/i-spy-mks. The company kicked off the program with gear giveaways.

Mountain Khakis was founded in 2003, in Jackson Hole, Wyoming, and has seen significant growth in the past few years. Now based in Charlotte, North Carolina, the company uses proprietary fabrics,

particularly duck cotton canvas and twills, to make outdoor clothing designed for a variety of pursuits.

In May of last year, Remington acquired a 75 percent stake in the compa-

ny. The venture made Mountain Khakis part of the Freedom Group, which includes other well-known sportsmen’s brands like Bushmaster, DPMS/Panther firearms, Marlin, Parker and Dakota.


news br iefs

Day 6 Offers PlotWatcher Camera TipsThe Day 6 PlotWatcher Time-Lapse Video Camera was one of the industry’s first time-lapse trail cam-eras. To this day, the line boasts an extensive fol-lowing of trail-cam die-hards who swear by the PlotWatcher’s long battery life—and its ability to capture up to 1 million images on a single set of AA batteries, which is an accomplishment no other time-lapse video camera on the mar-ket can claim.Like the original PlotWatcher, the

PlotWatcher Pro records daytime game activ-ity around potential hunting locations. The PlotWatcher Pro takes a picture every 5 or 10 seconds, and saves the pictures as an HD video. (If so inclined, users can set the camera to record images as often as every second.)Day 6’s GameFinder software with

MotionSearch allows users to review one 12-hour day of footage in less than five minutes. As a result, there is no need to manually choose which images on the SD card one would like to review, shortening the amount of time spent going back-and-forth from computer to camera. The company offers more details on its website,

day6outdoors.com. Here, the Day 6 staff offers

some camera tips for retailers, so that customers can get the most out of their products:

1. set up the camera to review possible stand locations, fields, roads and power lines. If possible, position your camera facing north or south to prevent

the sun from backlighting your subject and mak-ing it a non-descript silhouette in the photo. Also, keep in mind how the light will move throughout the day.

2. if you set the Plotwatcher in open areas such as fields, food plots or clear-cuts, set the camera to take footage every 10 seconds. If you set up the PlotWatcher in thicker cover, choose every 5 seconds to dou-ble your chance of getting pictures of animals. As a general rule, the denser the brush and

cover, the quicker the frequency of picture-taking.

3. Place a Plotwatcher camera at another nearby hunting location while you hunt. By setting multiple cameras, a hunter allows himself to have eyes in a variety of places, increasing the odds of a sighting if one particular spot doesn’t have the activity.


The Vortek muzzleloader rifle from Traditions was such a success with con-sumers that the company decided to use it as the inspiration for a new, smaller fire-arm, the appropriately named Vortek Pistol. The pistol, which joins the compa-ny’s 2011 product lineup, will serve as an alternative for shooters who want to try something new while sticking with the blackpowder platform.

The Vortek Pistol borrows many features from a muzzleloading rifle. For example, it features the Accelerator Breech Plug for ease of cleaning and load removal. It also comes with a 13-inch Ultralight tapered barrel.

The pistol’s premium CeraKote finish on the barrel and frame will protect against corrosion caused by black pow-der, cleaning chemicals and general field use. The LT-1 Alloy frame, along with the Ultralight barrel, lightens the pistol while still maintaining structural

Paying Homage to Muzzleloader Rifles, the Vortek Pistol Hits Shelves

The rifle influence is obvious, but the new Vortek

Pistol is more convenient

for travel than a traditional

blackpowder rifle.

integrity. The pistol’s size and its light-weight frame and barrel make it a well-suited for travel, either as a primary or secondary firearm.

Other key features include the 209 shotgun primer ignition and the 360-degree ported barrel for recoil reduc-

tion and control over muzzle-jump. The Vortek Pistol will be available in

select hardwood and Realtree AP camo, and comes drilled and tapped for a scope. SRP for the firearm is $369 for hardwood models, and $445 for the Realtree version.

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BN_34386_SHB0911.indd 1 7/18/11 9:50 AM

FROM THE NSSF

Improving the SHOT Show… With the help of 57,000 of our closest friends

L ike any successful business, the SHOT Show exists because of its customers. And in this day and age, listening to those cus-tomers and responding to their feedback is more important

than ever before.

The Internet has made it simple for all of our attendees and exhibitors to provide the NSSF with feedback on our industry’s annual trade show. Our e-mail surveys, live chats, social-media sites, blogs and online feedback forums at shotshow.org give the show’s attendees multiple avenues through which to make their voices heard.

This input also makes our job at the NSSF much easier in determining what concerns our customers may have and what we can do to make the show even better every year.

Last year, many improvements were made to the Sands Expo and Convention Center, the venue for the SHOT Show. The Sands added escalators and improved

restrooms, and the show was much easier to navigate thanks to improved signage and mobile apps.

Phase 2 of the remodeling plan will be evident at the 2012 show, set for January 17 to 20 at the Sands. You’ll notice new tiles, carpeting and improved lighting in the lob-bies and the meeting rooms. Furthermore, an investment of $1.2 million will have upgraded wireless availability, which is out-standing news for those of us who rely on our mobile devices while at the show.

Other improvements are in the works, and we are confident that whether you are an exhibitor or an attendee, 2012 could be your most successful show yet.

Attendees will notice wider cross aisles, which will allow easier navigation and

improve traffic flow. This improvement is thanks to some of our larger exhibitors, who have voluntarily downsized their booths by a collective 5,100 square feet.

The freed space will allow as many as 50 potential exhibitors on the wait list to par-ticipate. To help accommodate as many of these wait-list companies as possible, we will be offering both 10-by-10-foot and 5-by-10-foot booths in the late-move-in sec-tion at the rear of the hall on Level 1.

Most exhibitors will be in the same loca-tion as last year, which will also help improve traffic flow. The Sands—hosting the show for the third consecutive year—will also be more familiar to those navigat-ing the show.

From an exhibitor’s perspective, the show will likely prove to be the most suc-cessful yet at the Sands, thanks to buyer familiarity with the venue, wider aisles and improved navigation.

Another goal this year is to increase inter-national buyer attendance. Several strate-gies are being used to make this happen.

For one, the SHOT Show occupied a booth at the IWA Show in Nuremberg, Germany, Europe’s largest outdoors trade show. With several representatives on hand to extol the merits of attending the SHOT Show, that message was communicated to thousands of attendees.

We also plan to apply to participate in a U.S. Department of Commerce program that will work in six countries—the United

Kingdom, Australia, Germany, Spain, Italy and France—to promote the SHOT Show to appropriate audiences in those nations.

In addition, we at the NSSF are regular contributors to Gun Trade World, an inter-national firearms-industry trade magazine, which has most of its circulation in Europe. Many of the NSSF’s articles have promoted the SHOT Show.

Domestically, our team is actively work-ing to attract key retailers who have not been recent SHOT Show attendees. An active e-mail campaign has been one of the features of this effort.

The annual SHOT Show University seminars, held the day before the show opens, will feature several new topics that no retailer will want to miss. Many stress the theme, “Retail is detail.”

The NSSF State of the Industry Dinner, which caps the first full day of the SHOT Show, will be another can’t-miss event. Comedy superstar Larry the Cable Guy will give what promises to be an evening of teary-eyed laughter, courtesy of some “Blue Collar” humor.

If you haven’t already arranged air trav-el and lodging to attend the show, go to shotshow.org. You can take care of all that there—and at the best prices available.

In the meantime, we are always keep-ing our eyes and ears open for more ways to improve the SHOT Show, and we think you’ll agree that the 2012 show will be the best yet.

Chris DolnackSenior Vice President &

Chief Marketing Officer, NSSF

We are confi dent that the 2012 SHOT Show could be your most successful yet.


UPDATEBY CHRIS DOLNACK , NSSF SR . V.P. & C .M .O.

0911_from the.indd 15 7/13/11 9:21:46 AM

16 ❚ SHot BuSineSS ❚ AuguST/SepTemBeR 2011

UPDATE FROM THE NSSF

The unity of the hunting and shooting sports industry and community was on full display in Louisville, Kentucky, when more than 175 leaders from throughout the industry and the broader hunting and shooting sports community took part in the NSSF’s 2011 Shooting Sports Summit in early June.

Dedicated to increasing participation in hunting and the shooting sports, the Summit presented sessions on some states’ proven recruitment and retention programs, called Models of Success. “Models” was the appropriate term, for the programs discussed all demonstrated great potential for adaptation by other states.

The Summit also provided the ideal forum for new ideas to be shared. Leaders from all corners of our sports were able to make their voices heard, sharing thoughts on how they together can meet the challenges that lie ahead for hunting and shooting participation.

Among the keynote speakers was Tim Pawlenty, two-term governor of Minnesota and 2012 Republican presidential candidate. Pawlenty is an ardent supporter of Second Amendment rights and a big proponent of shooting and hunting traditions.

Delivering another keynote address was new-media expert Brian Solis, who is one of the most respected people in today’s social-media community. He shared

thought-provoking insights for attendees to ponder: He made it obvious that tech-nology and communication will continue to evolve, and stressed that the industry must also make advancements and use these emerging tools to engage new, exist-ing and lapsed hunters and shooters.

At the conclusion of this year’s Summit, a panel made up of industry and state agency representatives solicited audi-ence feedback on a variety of topics cov-ered during the two-day event.

Summit Scores High Marks

Above: Former Minnesota governor Tim Pawlenty addressed the Summit. Right: NSSF’s Jim Curcuruto presented Southwick Associates president Rob Southwick with an award for its groundbreaking research.

idaho and new Hampshire Become 31st and 32nd States to Pass Families AfieldOn March 30, 2011, Idaho Gov. C.L. “Butch” Otter signed into law House Bill 85, making Idaho the 31st state to pass Families Afield legislation since the program’s inception in 2004. Soon thereafter, New Hampshire passed its own version of legislation that would help encourage hunters to “try before they buy” a hunter’s license.Idaho’s new law allows the Idaho

Fish and Game Commission to establish a mentored hunting pro-gram, which would enable new-comers to try hunting under the

watchful eye of an experienced mentor prior to the completion of a hunter education course. New Hampshire’s measure, simi-

lar in scope, becomes effective January 1, 2012.To date, 32 states have passed

Families Afield–style laws, and new statistics show that more than 598,532 apprentice licenses have been sold since the program began. Families Afield is a program to

remove barriers that prevent youngsters from hunting under the supervision of parents or other responsible adults. It was founded by the National Shooting Sports Foundation, the National Wild Turkey Federation and the U.S. Sportsmen’s Alliance, and it has received considerable grassroots support.

0911_nssf.indd 16 7/13/11 9:20:02 AM

© 2011 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 Foundation’s prior express written permis-sion. All other company and product names are trademarks or registered trademarks of their respective owners.

AuguST/SepTemBeR 2011 ❚ SHot BuSineSS ❚ 17

nSSF Annual Review Wins top HonorThe National Shooting Sports Foundation won the PR News top prize in the Annual Brochure or Publication category for its Annual Review, “A Building Block to History: NSSF 2010.” PR News recognized the NSSF as a finalist for four different awards.“This year’s Annual Review

was truly an organizational achievement, as all depart-ments contributed to its con-tent and success,” said NSSF senior vice president Chris Dolnack. The NSSF also received honorable mentions in several categories. Its Hunting Works for America initiative, a

grassroots program developed with the Minneapolis-based Public Affairs Company to com-bat anti-hunting groups and oppose lead-component bans in ammunition, was honored in Best Advocacy Campaign and Issues Management/Public Affairs Campaign, and the NSSF’s weekly newsletter, Bullet Points, received honor-able mention in the Best Digital Communications category. Mark Thomas, NSSF’s managing director of marketing communi-cations, was runner-up and received honorable mention for Nonprofit Communicator of the Year.

2011 HHP Grants near Half a Million DollarsNine state wildlife agencies and one regional organization have been awarded $480,552 in grants by the National Shooting Sports Foundation, to fund pro-grams that will work to expand hunting opportunities for all ages. Since the NSSF began the Hunting Heritage Partnership grant program nine years ago, more than $4.3 million has been pro-vided via 109 grants.

“These grants support sorely needed programs that might never have gotten off the ground because agencies are so strapped for funding,” said Chris Dolnack, senior vice president and chief marketing officer of the NSSF. “Hunting Heritage Partnership grants are making a difference. After decades of decline, hunting license sales have stabilized, and in 2009, 30 states reported increases in license sales.”

Notable among this year’s awards are

Kentucky earning its first grant and Florida receiving funding for two projects. Three new grants will have an effect on multiple states. The Western Association of Fish & Wildlife Agencies received fund-ing for a programs-evaluation project that will benefit all states in its region. Two proposals—Virginia’s and Georgia’s—will

focus on research related to apprentice hunters that will benefit five Southeastern states.

“We encouraged submis-sion of these broader plans to encourage states to work together on recruitment-

and-retention issues they are all dealing with,” said Melissa Schilling, NSSF’s recruitment and retention manager. “We have high hopes for this approach.”

You can read press releases about each selected grant proposal at nssf.org’s Newsroom.

Firearms Industry and Government Gather for Trade ConferenceIndustry members were scheduled to gath-er in Reston, Virginia, on August 2 and 3 for the Firearms Industry Importer, Exporter and Manufacturer Conference 2011.

Cosponsored by the National Shooting Sports Foundation, the FAIR Trade Group and the National Firearms Act Trade & Collectors Association (NFATCA), the conference brings together a wide col-lection of expert speakers to address important issues regarding importing, export-ing and manufacturing. Speakers will include indus-try manufacturers and high-level govern-ment officials, including officials from the Bureau of Alcohol, Tobacco, Firearms and

Explosives, and the Commerce, Justice, State and Treasury departments.

Representatives of the three cosponsors were scheduled to begin the proceedings

each day. Lawrence G. Keane, NSSF senior vice president and general coun-sel, was scheduled to speak on behalf of the NSSF.

Keane said, “It is impor-tant that the industry and government gather to discuss aspects of compli-ance, be brought up to date on laws and regulations, and air any problems they may have regarding the

procedures in place. In that regard, the NSSF is pleased to cosponsor such a critical gathering.”

0911_nssf.indd 17 7/13/11 9:20:16 AM

18 • SHOT BUSINESS • MONTH 2010

NSSF DELIVERS VALUE

Promoting the great American tradition of hunting and shooting is what the National Shooting Sports Foundation is all about. For our members, it’s more than a sport; it’s a way of life. Join the more than 6,500 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, visit www.nssf.org/join or contact Bettyjane Swann, NSSF director of member services, at 203-426-1320 or [email protected].

T

ONE MEMBER’S EXPERIENCE

NSSF’S RANGE ACTION SPECIALISTS

Member: Doug Williams, president

Organization: Custer Sportsmen’s Club Custer, Washington

Description of Organization: “The Custer Sportsmen’s Club, founded in the 1950s, has about 1,200 members. The facility features outdoor rifle ranges from 50 to 200 yards and outdoor pistol ranges from 7 to 50 yards, as well as an indoor range and nine action bays. We offer a strong Junior program in NRA 4-position Smallbore and Scholastic Steel Challenge. Monthly matches include everything from Bull’s-

Eye Pistol, Silhouette and Speed Steel to USPSA and SASS cowboy-action matches. Primarily a private-membership organization, we do open matches to the public. We offer NRA training courses, and many law enforcement agencies train at the club.”

Experience with RAS: “We have been working on lead mitigation in our indoor range. I spoke with Zach Snow, NSSF manager, shooting promotions, and coordinator of the Range Action Specialists, who was extremely helpful in providing information as well as directing us to AMEC, Inc., which works with ranges on environmental and operational issues. Scott Kranz of AMEC visited the club and has been working with us to determine how well our current HVAC system works while suggesting improvements. RAS provided grant funds to assist with the cost of hiring AMEC, which was very helpful. I’d encourage other clubs to look into the resources available through the NSSF.”

Value of NSSF Membership: “NSSF membership has been invaluable to our board as we improve the facility to ensure that the club will be around for another 60 years. The resources that the NSSF offers clubs—from lead management to business operations and advertising—are first-rate.”

Interested in NSSF Membership?

The National Shooting Sports Foundation has created its Range Action Specialists (RAS) by bringing together member range experts to fulfill several purposes: assist members with existing challenges; encourage shooting ranges to become more proactive with Best Management Practices; provide financial support; provide professional guidance to individuals in the process of range development; and promote, protect and preserve the shooting range community. Consulting opportunities presented during the first year of this pilot program are available to member ranges, and have already proven invaluable. To learn more, visit Range Resources at nssf.org.

Doug Williams

WWW.NSSF.ORG

SHB0911_DEL.indd 18 7/13/11 9:27:20 AM


UPDATEBY STEPHEN A . SANETT I , PRES IDENT & C .E .O.

YOU SHOULD KNOW

Propaganda Against Traditional Ammo Here are solid facts regarding ammunition

H unters and shooters have always prided themselves on their respectful use of our great outdoors and the wildlife and elements that nature put there. Any position can be taken to

an extreme, however, and today we see this in fringe elements of the preservationist community who are attempting to ban the use of traditional ammunition containing lead components.

That’s right. They’re suing the Environmental Protection Agency to try to force that agency to ban the ammuni-tion we’ve been using for generations. That, in turn, would force us to use more expensive alternative ammunition, which not only performs differently but, due to its increased cost, will actually decrease conservation funds, which come chiefly from excise taxes on firearms and ammu-nition and the sale of hunting licenses.

So let’s look at why traditional ammu-nition should not be banned:1. The EPA has no jurisdiction to ban tra-

ditional ammunition. The Toxic Substances Control Act of 1976, which gives the EPA authority to regulate hazardous substances, specifically exempted “cartridges and shells” from EPA jurisdiction. In 1976, all ammuni-tion contained lead in some form. Therefore, it makes no sense that Congress would exempt all ammunition yet intend to allow the EPA the authority to ban ammu-nition containing lead components, since they were one and the same when Congress stated its intent. Look at it another way: If the EPA could ban each component, then it could ban the whole cartridge, which Congress said is exempt. Clearly Congress did not intend such an absurd result. 2. A total ban on traditional ammuni-

tion is unnecessary. There is no scientifically established population impact on any ani-mal species that would justify a total ban on traditional ammunition—70 percent of which is not used for hunting—beyond reg-ulations in effect regarding waterfowling. In fact, proponents of the ban cite the impact on individual raptors, such as bald eagles.

Yet raptor populations are increasing across America, and the bald eagle has been delist-ed as an endangered species. This conserva-tion success story was paid for by the very excise-tax dollars generated from the sale of the traditional ammunition that proponents seek to demonize. Furthermore, there is no human health hazard from eating game meat harvested using traditional ammuni-tion, as the proponents of a ban claim. This conclusion is derived from both the federal Centers for Disease Control and Prevention (which found the blood lead levels in hunt-ers studied was actually far lower than that of the general population) and the experi-ence of centuries of hunting and eating game taken with traditional ammunition.3. A total ban on traditional ammuni-

tion would be overreaching. It would neces-sarily include ammunition used for indoor target ranges, self-defense, law enforcement and other uses with no conceivable expo-sure to or effect upon wildlife populations.4. The adverse economic impact on

people, wildlife populations and state fish and wildlife agencies of a traditional ammu-nition ban would be severe. The North American Model of Wildlife Conservation depends on maximum participation by hunters. If ammunition costs rose even 15 percent (the increase would likely be much more considerable), participation and Pittman-Robertson funds would plummet, particularly during difficult economic times. 5. The unintended consequences of

alternative ammunition have not been taken into account. Besides the added expense and resulting decreased participa-tion, alternative .22-caliber ammunition

and muzzleloading projectiles may exces-sively wear soft steel barrels; solid copper projectiles have demonstrated an increased tendency to ricochet and can overpenetrate game. There is also debate among hunters about alternative ammo’s ballistic performance at longer ranges. Finally, in handguns, monolithic solid pro-jectiles are classified as “armor-piercing ammunition” under federal law and would be prohibited from sale. 6. Shooters should have the choice of

what ammunition to use, unless sound scientific studies by state fish and wildlife agencies prove the need to protect wildlife populations. The professional wildlife biologists working for state fish and game departments and at the U.S. Fish and Wildlife Service are in the best position to determine ammunition regulations—not the EPA. If valid science demonstrates a population impact, then the least-expensive option for sportsmen that addresses the specific issue on an “as needed” basis in a specifically affected area(s) should be implemented. You don’t automatically leap to a ban of the product that funds conservation.

So, don’t fall for the old “We don’t use lead gas or lead paint anymore” argu-ment. Those uses of organic lead were scientifically proven to show harm to humans. The use of metallic lead in tradi-tional ammunition for hunting and target shooting has neither adverse human nor animal population effects that warrant limiting its use beyond current restric-tions. Banning traditional ammunition will do more harm than good.

0911_ysk.indd 19 7/13/11 9:23:43 AM

BN_033756_SHB0911.indd 2 7/12/11 2:54 PM

BN_033756_SHB0911.indd 3 7/12/11 2:54 PM


by scoTT besTulFy I

Air Rifle ReduxOne way to grow your business is to shut the shop...and open the door to a young shooter

Many of us pay lip service to getting more youngsters involved in the shooting sports. Then we become paralyzed by practi-calities: Is small-game hunting the way to go? What about

turkeys? A junior trap-shooting league? A .22 rifle and tin cans?

Glenn Duncan doesn’t see anything wrong with the above vehicles. But he’d also tell us to back up and consider a fire-arm from our past—the air rifle. “I started shooting air rifles through the YMCA when I was six years old,” says Duncan, owner of Duncan’s Outdoor Shop (duncansoutdoor.com). “I learned all the fundamentals of safe gun handling and marksmanship, and I had fun competing at the same time. When I opened my store, I knew exactly what the best step-ping-stone to shooting was, and how to get kids involved.”

Closed Shop…Open DoorFor the past 18 years, Duncan’s has been closed for business every Thursday evening from 6:30 to 8—but the place remains a beehive of youthful activity.

“We run air-rifle leagues for kids, and we start them as young as five or six,” Duncan says. “We can handle up to 30 kids, and many evenings we have a full house. The reason I close the shop is so I can pay full attention to the kids. I also don’t want them or their parents—many of whom are getting their first exposure to shooting or firearms of any kind—to feel any pressure to buy something. The

kids are here to learn shooting and have fun. That’s it.”

Since many of his young charges are new to firearms, the vast majority don’t own an air rifle. “I’m sure 90 percent of them don’t own any guns, so we supply them,” Duncan says. “We’ve been pretty successful at receiving grants through the ‘Friends of the NRA’ program, which is just a super deal for something like this. We supply ammunition—I use only pellets, not BBs—and targets, as well as adult supervisors. The only cost to the kids is three dollars per session. We’ve considered offering it for free, but my personal belief is that, if something is free, people perceive it as having no value. And I believe this program is extremely important.”

Duncan’s Outdoor Shop hosts a 14-station range, and pairing one young shooter with another allows Duncan to keep 28 kids busy at a time. “The kids all receive instruction about safe handling, shooting stance and marksmanship,” he says. “So while one kid is shooting, the other kid is his coach; he watches the shooter and reminds him of the proper stance and observes each shot. This keeps the coach active and involved until it’s his turn to shoot. We’ve found this system

not only helps kids learn better, but they also form a bond or friendship with their partner.”

Snowball EffectNaturally, adult supervision is required. “Fortunately, I have built-in instructors in my dad and my sister, who are certified train-ing instructors,” Duncan says. “But we also require that each parent stays for at least one session. After that, we encourage them to stay on and assist us. The only rule is that they can’t work with their own child. Usually it doesn’t take much to get them excited about the program, and this is where things have really snowballed. Parents get involved, and then it’s another sibling, and then his cousin. It just keeps building.”

Each shooter keeps a score sheet, which allows him to track his improve-ment as the sessions prog-ress. “It’s just satisfying to see the kids not only get excited about shooting but to improve each week,” Duncan says. “They learn in a hurry that it doesn’t matter if you’re big or athletically gifted, you can still excel. And it’s a win-ner for me in the long run—I start with these kids when they’re seven or eight, and if they stay involved with shooting sports, they know where my shop is. And so do their parents.”

taking Air Rifles to the next Level Anyone tempted to think of air rifles as kids’ toys should talk to Glenn Duncan. Many of the youngsters who’ve passed through the programs at his shop have become highly competitive shooters. “We have four travel-ing teams that compete on different levels,” Duncan says. “They shoot at everything from Junior Olympic matches to NRA-sponsored meets. Some of the kids have traveled all over the country to shoot, and a few are involved at the highest levels of the sport—shooting at national matches at Camp Perry and the Olympics. A couple of my shooters have even earned a college scholarship because of their ability with an air rifle.”

Many air rifles, like this Browning Gold single-shot, are precision shooting instruments that help young shooters safely hone shooting skills.

0911_fyi.indd 22 7/14/11 9:15:23 AM

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BN_034010_SHB0911.indd 1 7/5/11 11:41 AM


atf Q&a

Can a Social Security Card Suffice?Is a photo ID necessary for a known customer?

q a person whom I’ve known very well for years

no longer drives and does not have a valid driver’s license. He uses his Social Security card for his official ID, for he no longer has government-issued photo identification. Can I sell him a firearm with only his Social Security card for identification?

A A Social Security card does not contain sufficient information to identify a firearms purchaser. A purchaser may be identified by any combination of valid government-issued documents that together establish all of the required information: Name, residence address, date of birth and photograph of the holder. [27 CFR 478.11 and 478.124(c)]

q I started keeping my records of acquisition and

disposition on loose sheets of paper. Can I three-hole punch the sheets and put them in a binder or

get them spiral-bound and satisfy the bound book requirement?

A You may maintain records of acquisition and disposition

in a binder or spiral-bound format, as long as the holes that are punched do not remove or obstruct any required informa-tion. The format must follow that pre-scribed in the regulations, and the pages

must be numbered consecutively. [27 CFR 478.121 and 478.125]

q a customer filled out a form 4473 on a shotgun. the

NICS background check reply was delayed, but the following day NICS approved the purchase. the customer could not get back to my store during open hours, however, so he sent his wife to pick it up. May I transfer the shotgun to her?

A The shotgun may not be trans-ferred to the customer’s wife, as

she is not the intended transferee. The customer must return to the store himself and complete the ATF Form 4473 to receive the firearm. He must recertify that his answers in section A are still true, cor-rect and complete by signing and dating Section C on the ATF Form 4473.

q a customer leaves a firearm for repair. When it

is ready, he is unable to pick it up, but he does want it for a hunt the next day. So he sends an adult (over 21) family member to pick it up. May I issue it to that person, and if so, do we have to complete a 4473?

A A Form 4473 must be completed, to include a background check

(NICS or state point of contact, or use of qualified exempting permit). Please be aware that if the person receiving the fire-arm is not the person who left the firearm for repair, he or she is not required to answer question 11.a and should proceed to 11.b. Additionally, it is recommended that the licensee indicate that this is a repair pickup in question 30c. [Instructions on the ATF Form 4473]

q I operate a firearms retail business in a very small

town, where everybody knows everybody else, and I know all of the members of our police department very well. a member of that department comes in to buy a firearm for official use, but he does not have a letter of authorization. Considering I know him so well, do I have to do a NICS background check?

A You must conduct a NICS check, as well as complete an ATF Form

4473, and follow all additional applicable laws. For the law enforcement officer to satisfy the exemption from the Brady Law, he or she must provide a certification on agency letterhead, signed by a person in authority within the agency (other than the officer purchasing the firearm), stating that the officer will use the firearm in official duties and that a records check reveals that the purchasing officer has no convictions for misdemeanor crimes or domestic vio-lence (otherwise known as the Lautenberg Act statement). [27 CFR 478.134]

q Is a NICS background check valid for 30 days from when the check was initiated, or from when a “proceed” is issued?

A The NICS check is valid for 30 calendar days from when

the check was initiated, as long as it applies to a single

transaction.

ExaMplE: A NICS check is initiated on March 21. The FFL receives a

“proceed” response from NICS on March 23. The purchaser does not

return to pick up the firearm until April 22. The FFL must conduct anoth-

er NICS check before transferring the firearm to the purchaser.

ExaMplE: A NICS check is initiated on March 21. The FFL receives a

“delayed” response from NICS; no further response is received. The pur-

chaser does not return to pick up the firearm until April 22. The FFL

must conduct another NICS check before transferring the firearm to the

purchaser. [27 CFR 478.102(c)]

0911_atf.indd 24 7/13/11 9:36:28 AM

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BN_034120_SHB0911.indd 1 7/7/11 4:07 PM


by RobeRt SadowSkif iR ing l ine

Think of the No Name revolver as a mix of fact and fiction. Fact: In the 1870s, Colt fitted its 1851 Navy revolvers to be compatible with the latest technology—metallic cartridges. The converted Navy was named the 1851 Navy Richards-Mason conversion and chambered in .38 Colt. The resulting product was a hybrid of percussion revolver and cartridge revolver. From the former, it made use of an open top (no top strap on the frame); from the latter, it took a swing-out load-ing gate, a firing pin housed in the ham-mer, an ejection rod and a cylinder cham-bered for metallic cartridges. Originals came from the factory without a loading lever.

Fiction: In the movie, set during the Civil War, the Man with No Name wields

a Colt Model 1851 Navy Richards-Mason conversion about 10 years before the con-version was available. Call it cinematic license. The truth is stretched a bit fur-ther, as Clint’s revolver still displays the loading lever. The armor-er did provide a stunning silver inlay of a rattle-snake in the revolver’s wood grip—as does Cimarron—but he forgot to remove the loading lever. Cimarron left the loading lever, too, to faith-fully reproduce the mov-ie’s revolver.

Cimarron actually took a little license of its own and chambered the No

Name conversion in .38 Special (a caliber that wasn’t introduced until 1898). Bending the truth in this case really doesn’t matter. What matters is that the revolver reflects the steely, lethal coolness of Eastwood’s character.

The No Name revolver features a frothy case-hardening on the frame, ham-mer and rear section of the loading lever. The barrel is blued dark and, as with orig-inal Navy 1851s, a naval battle scene is engraved on the six-shot cylinder. The trigger guard and backstrap are brass, and the latter is housed in a solid wood grip—again, just like the original.

The No Name chambers both .38 Special and .38 Colt ammo and loading cartridges, and is similar to any single-action revolver that has no internal ham-mer safety. Feed one hole, skip the next hole, then fill the remaining chambers. Test ammo included 130-grain FMJ Federal American Eagle and 158-grain lead-round nose Winchester Super X. The balance of the No Name conversion was splendid, and like the Colt 1851 Navy, the gun is a natural pointer. At a cowboy-action shooting distance of 25 feet, I easi-ly clustered holes using one hand, à la the SASS Duelist category.

The revolver’s weight recoil was nil, so I was able to make quick follow-up shots. The trigger broke at a crisp 3 pounds. Like all well-made single-actions, it shot to point of aim, so there was no need to use estimated windage or elevation. Just line up the conical brass front bead in the shallow rear sight, which adjusts for wind-age. It shot dead-on.

After 15 or so rounds, ejecting spent cartridges required a little shaking and a prying fingernail. The missing ejection rod was a minor annoyance in an otherwise beautifully manufactured revolver that performed well and would be a trophy piece for any Western-movie buff. (877-749-4861; cimarron-firearms.com)

Faithful ReproductionCimarron’s Spaghetti Western Colt conversion pays homage to the Man with No Name

T here’s no reason why Cimarron’s Man with No Name conversion revolver (SRP: $800) shouldn’t be holstered in your customers’ gun leather, especially if they are into cowboy-

action shooting or are fans of movie Westerns. Cimarron’s revolver is patterned after the model used by Clint Eastwood in the film The Good, the Bad and the Ugly. And though it was the product of an armorer’s mistake, the revolver is no doubt as iconic as Clint’s S&W .44 Magnum from the Dirty Harry movies.

Closing the DealFor a few dollars more, smart owners will want to display the No Name revolver along with a DVD of The Good, the Bad and the Ugly, so movie buffs will make the con-nection right away. CAS competitors like to show off their individualism, and the No Name will set them apart from the trove of SAA revolver shooters.

Cimarron’s Man with No Name single-action revolver is an intriguing blend of truth and fiction.

0911_firing line.indd 26 7/13/11 9:38:42 AM

BN_033974_SHB0911.indd 1 7/7/11 3:51 PM

Eyepieces For Slug Guns Slug-gun hunters in search of optics need retailers to focus on their precise needs

F or many, deer hunting on public land with a firearm means using a shotgun and

slugs. With rifled barrels and sabot slugs, these heavy recoilers can rival the accuracy of some rifles, especially when they’re equipped with the right optics.

On visits to a number of gun shops in eastern Connecticut, I posed as a public-land deer hunter looking to mount a scope to my slug gun. Low magnification and long eye relief were the main require-ments, and I expected some gun stores to upsell ballistic reticle scopes (over conven-tional reticles). I also anticipated being offered red-dot optics. The complete pack-age would include rings and mounts and an offer to bore-sight my slug gun. My timing was perfect, as it was early fall and I figured the shops would have plenty of inventory on hand for the upcoming deer season.

Store ATo find Store A, I needed a GPS. It was located deep in the country, down a dead-end road, and sported a tiny sign. The store, which was a converted barn, stood behind a private home. As I entered, a class for new hunters was adjourning. The shop offered concealed-carry pistol permit classes and hunter-safety courses for both firearms and bows. Floor space included a small fishing section; the remaining area was evenly divided between archery equipment and firearms. The counter was manned by one clerk—the owner—and it was bedlam. As the students left, custom-ers were standing two-deep at the coun-ter, waiting patiently to be served.

The owner quickly made eye contact with me and offered assistance while he waited on others. He produced five scopes

that were perfect for my needs—four new and one used. The two brands available were Simmons and Bushnell. The two Bushnells were variable-powered 1–4x32mms; one was in matte black, the other in Realtree camo. The Simmons scopes were fixed-power.

The owner allowed me to take the scopes just outside the door to see how they would work outside. He was open to an offer on the used scope and could order any other scope and have it arrive in two to five days. Rings weren’t available, nor were mounts, but those could be ordered as well.

Store BThis big-box sporting goods store has loca-tions nationwide and seemed a good option. Upon entering the mammoth retailer, it was plain to see that Store B offered all types of sports equipment—golf, tennis, fitness, biking, baseball, foot-ball, soccer, camping, fishing—as well as footwear and hunting and shooting sup-plies. The hunting area, in the back corner

of the store, was chock-full of camo cloth-ing, bowhunter supplies, ammo and every-thing else one might need for hunting.

An optics-only display was near the counter, but a store employee was needed to unlock the peg hooks so you could look at the back of the packages. The display—which held scopes by Bushnell, Burris, TruGlo and Tasco, among others—was a mix of optics designed for air guns, .22 rimfires, centerfire rifles and muzzleload-ers. I loitered by the counter hoping to be spotted as I peered into the glass case at the higher-priced optics. No employees were in the area, but as soon as I turned my back a flustered clerk appeared. He saw me but kept walking, so I stopped him and asked about shotgun scopes. He point-ed to the display I had been perusing and said they would all work. An air-gun scope on a shotgun? He mentioned that the TruGlo red dot was what he used on his shotgun for hunting. I had hoped he would ask for my patience and wait until he finished with another customer, but he didn’t. He simply vanished. As did I.


undercover shopper

pixel pushers

SHB0911_UND.indd 28 7/13/11 10:35:29 AM

august/september 2011 ❚ Shot BuSineSS ❚ 29

Store CThe store was located near a busy intersec-tion. A large sign clearly indicated that fire-arms were for sale. As I entered, an employee on a smoking break asked if I was going to the gun room. I said I was. She continued smoking—it was obvious the gun room was not her milieu.

Half the store was devoted to archery equipment, and there was a large indoor range. The remainder of the store fea-tured fishing equipment, footwear, camo clothing, kayaks and gun safes. The gun area was tucked in the back of the store. Two clerks were busy with customers. One clerk made eye contact, but was intent on telling a customer about an old Tokarev military rifle he had cleaned up. No one was interested in Tokarevs when they were new, and 60 years on the atti-tude is pretty much the same.

As I was peering into the glasses, he finally asked if he could help. He asked if I was going to use a rifled barrel and shoot

out to 200 or 300 yards. Rifled barrel, yes, I thought, but 200 to 300 yards with a slug gun really pushes the envelope of its range. He produced a fixed-power Sightron and a Bushnell red dot, either one of which would do the trick. He also mumbled about having just placed an order for scopes but made no mention if shotgun scopes were included in that order. I had to figure out the difference between the items by myself. The clerk made no effort to explain the features, but he did start a pri-vate conversation with another employee. I waited, poking my nose at other scopes right in front of him, but no additional assistance was offered. I slowly turned and walked away, hoping to be called back. I’m sure I was back on the road before he real-ized I had left the premises.

Store D This store’s signage was vague, and the building looked like a Victorian home. Was this an antiques store? Was it a pub?

A neon Savage sign in the window was the only clue that this establishment sold firearms.

A German wirehaired pointer greeted me at the door and seemed happier to see me than the owner. A few customers were in this small shop, and as soon as the old-timer was finished with one customer, he greeted me and asked how he could help. Grabbing a key, he walked me over to a tall glass case that held scopes.

I had a choice of BSA scopes or…BSA scopes. The owner took a few scopes out but didn’t hand them to me. Then he asked me again what type of firearm I was using. He finally handed me a variable-powered model. It was suitable, at best. I asked about eye relief and the owner said he didn’t know. He did mention they were running a special on the BSA scopes, and he tried to sell me on price, but he never even asked my budget, nor did he offer to look up any other brands or models.

I thanked him, scratched the wire-haired’s head and left.

how’d they Do?Customer Service

Product Knowledge

Product Availability

Winner: store

Aeven though the owner was swamped with customers, he made a quick effort to get product in my hand, and he let me test it outdoors. Both new and used models were available.

Brooklyn Trading Post106 Tripp hollow road, Brooklyn, CT 06234860-774-7468brooklyntrading post.com

��

store

A The owner was busy with students and other customers but

took the time to assist everyone.

��

The owner thoroughly explained the features of each model and brand.

��

There were suitable choices in both new and used, but rings and mounts would need to be ordered.

�

store

B The clerk needed to be prompted for ser-vice and then left

without being of much help.

��

The clerk knew a red dot would work for my intended purpose, but offered little else.

��

An assortment of brands and models were available.

��

store

C After i was made to wait, the clerk finally put product in my

hand, but he never followed up on the sale.

��

The clerk offered a scope and a red dot, but did not say why they were suitable.

��

The product offered would suffice, but there was no other product from which to choose.

��

store

D The owner was friendly but not very helpful.

��

The owner had to be reminded that a slug scope was what was needed.

��

One brand was in stock; one model a possibility.

SCorinG SySTEm: Outstanding: �� Very Good: �� Average: �� Fair: �� poor: �

SHB0911_UND.indd 29 7/13/11 10:35:30 AM

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With features, versatility, reliablility and accuracy

unrivaled in their class, Mossberg’s family of

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takes “Field-Proven” to a new level.

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BN_034366_SHB0911.indd 1 7/11/11 11:59 AM

SERIOUS

STUFFBY THE EDITORS OF SHOT BUSINESS

Pro staffers are guys (and gals) who are paid to use and promote product—and speak knowledgeably about the gear they

use. For the 2011 edition of “Serious Stuff,” think of us as your own pro staff. We’ve tested every bit of gear here for you, and believe the products showcased in this section merit your attention—and your valuable shelf space.


SHB0911_SER.indd 31 7/14/11 3:03:57 PM

32 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2011

AVERY OUTDOORSWhen I fell in with a new group of goose hunters a few years back, it literally changed the way I hunted waterfowl. I had been content to shoot a few geese from a heated—and overhunted—pit blind, but these guys hunted a different field every day, routinely taking home limits of big Canada geese, with bonus birds in the form of cornfield-fattened mallards.

After my first field hunt with them, I went home and ordered an Avery Power Hunter that same day. What the low-profile blind lacks in roominess it more than makes up

for in concealment, making it ideal for the meadows and chopped cornfields we hunt. It’s also extremely lightweight; in fact, it’s the lightest layout blind on the market, coming in at just 11 pounds. The Power Hunter goes from folded to fully set in a matter of seconds with the snapping of two C-clips on the tubular aluminum frame of the quick-flip lid, which offers a 360-degree view of incoming flocks. A frameless polyester body blends into the surroundings and can be camouflaged further by adding native vegetation to the brush loops. SRP: $180. (800-333-5119; averyoutdoors.com)—David Draper

SCHNEE’SSchnee’s pac boots are practically standard-issue footwear for outfitters, elk hunters and high-country wranglers. Dripping with that kind of off-street credibility, the Montana-built boots have long held a high place on the list of gear I’ve coveted from afar. So when I got a pair of the Montana boot maker’s Hunter II 13-inch pac boots for a mule deer hunt in the Big Sky State last fall, I couldn’t wait to put them to the test. Unfortunately, the hunt wasn’t much of test, because it was sunny and 70 degrees, and I shot my buck on the first afternoon.

Since then, however, I have put them through the wringer, wearing them every day during the rifle and blackpowder sea-sons. I can safely say that Schnee’s (pronounced Schnay’s) boots were everything I’d dreamed. The full-grain, oil-tanned

leather shank provides a tight, comfortable fit that complements my boots-on-the-ground hunting style, and a removable com-bination wool-felt/400-gram Thinsulate liner defends against bitter late-season tem-peratures. Plus, the handmade rubber bot-toms are completely waterproof.

For the customer with an eye for details who prefers made-in-the-USA quality,

Schnee’s boots deliver with guaranteed fail-proof triple-stitched seams, rugged

brass logger-style eyelets and tough Taslan nylon laces that will probably last as long as the boots. SRP: $219, sizes 5 to 15. (888-922-1510;

schnees.com)—D.D.

SMITH & WESSONThe ultra-compact Bodyguard

.380 is built on a polymer

frame with a Melonite-coated

stainless-steel fully ramped bar-

rel and slide. The operating action

is a hammer-fired DOA, using an inertia-type firing pin.

This allows a repeat-strike capability that striker-fired

guns lack. Another useful feature is that the slide locks

back on the last shot; there’s a well-shaped slide

release lever on the left side. That, combined with a

magazine release located in the American-approved

behind-the-trigger-guard position, means that any

shooter who has experience with semi-auto handguns

will require no extra training to operate this gun. Sights

consist of a dovetailed front-and-rear conventional

unit. In addition, an integral Insight laser is built into the

gun. SRP: $399. (800-331-0852; smith-wesson

.com)—Chris Christian

SHB0911_SER.indd 32 7/14/11 3:04:14 PM


GERBER LEGENDARY BLADESMulti-tools tend to be a combination of pliers and blades, or a sandwich stack of blades typically found on traditional Swiss Army knives. There’s not a lot of product in between. Admittedly, the Gerber FIT does not have pliers, but it does have nine different components that include (uniquely) a very bright 25-lumen LED light.

The FIT is relatively slim and holds highly functional and practical tools, most notably a 3-inch bit driver that accepts standard ¼-inch hexagonal bits. In addition, the partially serrated locking spear-point knife blade is big enough for most tasks.

You’ll also find a small Phillips driver and a smaller flathead tucked inside, designed for more delicate work. The other side of the bit driver houses scissors. One more surprise is the set of tweezers, several times the size of those on a Swiss Army knife, with grips etched into the sides making them easy to hold. And the FIT’s bright construction-orange color makes it easy to find, no matter where you put it down. SRP: $40.99 (800-950-6161; gerbergear.com)—Peter B. Mathiesen

BURRIS Red dots are the fastest, easiest

sights to put on target, and they’re

only going to increase in popularity now

that an entire generation of servicemen

and -women has learned to use them.

One of the best red dots I have tried

lately is the Burris FastFire II, which fits

into the Mini Red Dot Sight (MRDS)

category.

The FastFire II truly qualifies as “mini,”

as it weighs less than 2 ounces. A sen-

sor automatically brightens and dims

the 4 MOA dot, so it is always at the

right intensity. One CR2032 battery can

power the FastFire for five years, and it

has both an on-off switch and a plastic

hood that puts the dot in sleep mode.

It’s easy to adjust and easy to install on

a variety of guns, and Burris makes sev-

eral model-specific mounts as well. I’ve

used mine on a hunting handgun as

well as my MSR. It performed perfectly

on both. The FastFire II lists for $313,

which is a bargain when you compare it

to some of the competition. (970-356-

1670; burrisoptics.com)—Phil Bourjaily

SHOOTER’S CHOICE “Going green” may make environmentalists go all warm and squishy, but if

your company’s specialty is producing products that are expected to remove

powder fouling and lead and copper residue from firearms, the new formula-

tion had better actually do the job. That was the dilemma that faced Shooter’s

Choice, the Ohio-based manufacturer of such popular products as Shooter’s

Choice Bore Cleaning fluid, a bottle of which sits on nearly every shooter’s

bench. Consumer research demonstrated that there was

ample customer demand for environmentally sensitive gun-

cleaning products, so the manufacturer recently introduced a

non-flammable, non-hazardous and non-corrosive line of

cleaner/degreasers called Aqua Clean.

I’ve used Aqua Clean Bore Cleaner and Aqua Clean

Firearms Action Cleaner/Degreaser for the past six

months, and can report that it will clean heavily fouled

barrels and actions. The new cleaners, however, do need

more time than the original formulation to work their

magic. You’ll need to apply a little extra elbow grease as

well. Aqua Clean also smells far more pleasant than

Shooter’s Choice, which was duly noted (approvingly) by

the distaff side of the household.

Both products can be used in ultrasonic cleaning

equipment and parts washers, and since the cleaner/

degreaser is VOC (volatile organic compound) compliant,

it ships and stores as a non-regulated product. Available

in a 16-ounce pump spray or in a 1-gallon container. SRP:

$8.99, 16 ounces; $62.99, 1 gallon. (440-834-8888;

shooters-choice.com)—Slaton L. White

SHB0911_SER.indd 33 7/14/11 3:04:29 PM


MARLINThere are two types of hunters: those who clean their rifles immediately after each hunt and those whose category I fall into—lazy. Although I have every intention of servicing my guns as soon as I get out of the field, it’s usually a few weeks (okay, months) before I get around to running a swab down the barrel. Which is why the guns in my safe trend toward synthetic stocks and stainless barrels, like the Marlin X7S in .30/06

A line extension of the popular and accurate Marlin X7 series, the “S” in X7S signifies stainless. Or synthetic. Or maybe just shooter, because that’s what these guns are right out of the box. Within just a few shots, I had holes touching at 100 yards, and when the gun was topped with a Vortex Diamondback BDC scope, I kept my groups tight out to 300 yards.

Matching accurate with inex-pensive isn’t an easy task, but Marlin accomplished it with a pillar-bedded stock, a machined round receiver, a blind box maga-zine and a two-piece bolt with a floating head that centers itself in the bore. The 22-inch button-rifled barrel has a recessed target crown and is locked in place with a barrel nut that ensures accu-rate headspacing.

You might not expect a $500 rifle to come equipped with a great trigger, but the X7S does. Marlin’s Pro-Fire Trigger system features a two-piece articulated

blade and trigger that virtu-ally eliminates trigger creep and is easily adjusted down to 2.5 pounds via a locknut and set screw.When a customer comes into your shop looking for

an accurate, easy-to-care-for rifle that won’t break the bank, you’d do well to point him to the synthetic-stainless version of Marlin’s popular X7 series. It’s now avail-able in both long- and short-action models, ranging in calibers from .243 to .30/06. SRP: $505. (800-544-8892; marlinfirearms.com)—D.D.

CHAMPION TARGETBallistic eye protection is not only mandatory on public shooting ranges, but

also common sense for any shooter, regardless of where he shoots.

Unfortunately, one set of shooting glasses seldom covers all situations.

Those on dimly lit indoor ranges may be best served with clear lenses, which

gather all available light. On a sunny day, however, visual fatigue can quickly

result. Throw in heavy overcast and some shooters (especially clay target

competitors) find a brighter tint helps them see targets better.

The new Champion ballistic-grade shooting glasses, with a comfortable set

of wraparound frames, allow the wearer to choose interchangeable lenses in

smoke, yellow or clear . The ballistic-rated lenses provide four times the impact

protection of most standard shooting glasses and meet the military standard

MIL-PRF-31013 3.5.1.1 for ballistic resistance. The lightweight glasses and

scratch-resistant lenses are enclosed in a convenient soft-sided carrying case

that takes up little room in a range bag. They are a simple and inexpensive

solution for handling any lighting conditions, while providing exceptional ballis-

tic eye protection. SRP: $23.49. (800-441-4971; championtarget.com)—C.C.

MIDLAND RADIO CORP.In the competitive world of two-way radios, manufacturers

have been in an arms race of late, squeezing out every last

watt of power available to achieve incredibly long transmis-

sion ranges. Midland’s GXT Pro series pushes the envelope,

claiming a range of 36 miles under optimal conditions, mak-

ing it one of the most powerful two-way radios available.

The GXT Pro achieves this astounding range in a com-

mercially available radio by combining a standard .5-watt

FRS transmitter and a powerful GMRS transmitter with

X-Tra Talk Power that offers the full 5 watts allowed by the

FCC. Where standard radios offer 22 channels, GXT Pros

let users select from 50, automatically setting one of 284

privacy codes, for a total of 5,560 private communication

options. The weather-scan option includes NOAA severe-

weather alerts, and the direct-call feature allows one-on-

one communication with members of your party. SRP:

$100 per pair. (816-241-8500; midlandradio.com)—D.D.

SHB0911_SER.indd 34 7/14/11 9:27:54 AM


WOLVERINEWork clothing continues to be one of

the fastest-growing segments in the

outdoor retail category, and footwear

can be an important part of that mix. I

tested a pair of Wolverine Buccaneers

over a six-month period while building a

home in Alaska. Like a house, a boot

needs a strong foundation, and the

Buccaneer is solidly built on a MultiShox

sole-and-insole system. The highly sup-

portive shoe allows the wearer to enjoy

a pain-free experience even when

standing on concrete surfaces for more

than 12 hours a day. The sole also finds

that difficult balance of flexibility and

support, providing exceptional comfort

while you’re walking on steps or unlevel

ground.

The boot weighs one-third less than

many of its competitors; it is also

waterproof and has a comfortably pad-

ded tongue. I found it a welcome choice

while stealing an afternoon or two for

small-game hunting. SRP: $155. (866-

699-7369; wolverine.com)—P.B.M.

SOG ARMORYThe original AR-15/M16 was designed with a high and narrow carry handle rear sight. The charging handle was designed with that sight in mind, and required nothing more than a quick swipe of two fingers along the sides of the carry handle sight to activate. That worked very well with the original design, but when shooters embraced the AR platform and turned it into the modern sporting rifle, it proved less than effective.

The introduction of the A4 flat-top upper design allowed shooters to mount a scope very low to the bore. That became extremely popular with hunters and competitive shooters. The drawback was try-ing to find the charging handle, which was now hid-den under the scope’s ocular lens. In some cases, it was impossible to quickly access. I ran into this problem when I mounted a 40mm 2.5x10 scope on my DPMS A4 upper. Getting to the charging handle required far more finger dexterity than I was capa-ble of. But the SOG Armory Charging Handle with Tactical Latch solved that problem.

This charging handle is a simple drop-in replace-ment part. No gunsmithing is required: Just pull out the old handle and slide in the new one. The aluminum handle features a steel extended latch that extends 13∕16-inch on the left side of the receiv-er, clears the scope and is easy to access quickly. For those with a low-mounted scope, this extend-ed charging handle is indeed Serious Stuff! SRP: $46.80. (800-741-0015; brownells.com)—C.C.

WINCHESTER

AMMUNITIONThe trend in waterfowl ammo is away from pricey tungsten iron

and toward innovative steel. Winchester’s new Blind Side con-

tains hexahedronal (cube-shaped) pellets, which take up less

space in a hull, making room for heavier payloads. A full 1 3∕8-ounce payload fits into a 3-inch hull. The shot hits birds hard,

and because its patterns open up slightly more than round

steel, it helps with hit-

ting birds, too.

I had a chance to

shoot this stuff at

Winchester’s Nilo

Farms last year,

and again during

hunting season.

From what I saw,

Blind Side works.

SRP: About $20 to

$24 per box.

Available in 3 and

3½-inch 12-gauge

in No. 2 and BB.

(618-258-2000;

winchester.com)

—P.B.

SHB0911_SER.indd 35 7/14/11 9:28:46 AM

TRUGLOSpecies-specific shotguns are an industry

trend that shows no signs of slowing. There

isn’t a gun manufacturer out there that hasn’t

jumped on the bandwagon, with each intro-

ducing at least one gun designed to give turkey

hunters that extra edge. But what about the

shopper who can’t afford a different gun for

every animal he hunts, or the gun nut who

would rather build his own? You can help both

these guys out (and capture a piece of the

accessories market) by offering a wide selec-

tion of shotgun bolt-ons, including advanced

optics like the Dual-Color Red Dot from TruGlo.

When I decided to turn my seldom-used 870

into a tactical turkey special, optics were obvi-

ously going to be an important part of the final

product. After sorting through the options, the

Dual-Color Red Dot rose to the top of the list.

Primarily, I was sold on the integrated saddle

mount, which installed easily atop the 870’s

receiver. (It also fits other 12-gauge Remington

shotguns, including the 1100 and 11-87.) The

fact that it is offered in Mossy Oak Obsession,

which matches the aftermarket Remington

SureShot stock that was going on the gun, also

swayed my decision.

But it wasn’t just aesthetics and ease of

installation that steered me to this particular

red dot. I was impressed with TruGlo’s reputa-

tion for delivering quality and innovation in

the heads-up sight market. As the somewhat

unwieldy name suggests, the Dual-Color Red

Dot offers two reticle color options—red and

green, adjustable with a top-mounted rheo-

stat from barely visible to bold and bright.

This is a great feature to have as light condi-

tions change throughout the day in the turkey

woods. The optic also has an incredibly long

battery life and flip-up, see-through scope

caps. SRP: $140. (888-887-8456; truglo

.com)—D.D.


SHOOTER’S RIDGEThe sand bags most shooters use to sight in a rifle are pretty squalid affairs. Given that they’re common property, no one at the range takes ownership, with all the attendant consequences. How can you expect to assess a rifle’s accuracy when you can’t even get a proper rest?

Well, you can’t, and no shooter should kid himself that he can. That’s where you come in, by offering a line of innovative shooting rests from Shooter’s Ridge.

I’ve used the Gorilla Range Bag and the Mini Gorilla Range Bag (a smaller, more portable version) for the past year. Each allows me to set up fast while providing truly solid support while shooting. Best of all, from an ease-of-use standpoint, the bags come pre-filled from the factory. Your customer won’t need to go off on a scavenger hunt to find the sand needed to fill the bag.

The bags consist of four cylinders, and the default position is a stacked unit (two on two). The two upper units have suede contact patches that provide extra grip against the stock. The design lets shooters unroll the bags or rearrange them to whatever position best suits the circumstances, and a solid carrying strap helps them lug the bag to the range. And, unlike with some mechanical rests, a shooter doesn’t have to fiddle with knobs and adjustment bars; it’s an easy and simple way to help get on target. SRP: $72.49, Gorilla Range Bag; $59.49, Mini Gorilla Bag. (800-635-7656; shootersridge.com)—S.L.W.

SHB0911_SER.indd 36 7/14/11 9:29:35 AM

MOJO OUTDOORSWith Texas-rigged decoys, you don’t have to worry about tangled decoy lines. If the ducks are landing somewhere else, you can pick up your spread and move in a fraction of the time it takes to wrap up and bag conventionally rigged decoys. And at the end of the hunt, you can pick up the dekes quickly without having to handle cold, wet lines that freeze your fingers. I saw some Texas rigs on a hunt last fall, and when I came home I immediately switched all my decoys to the system.

Developed on the Gulf Coast by mobile, wading water-fowlers, Texas rigs have a weight on one end of a length

of 400-pound monofilament and a loop on the other. The line runs freely through the hole in the decoy anchor. Pick it up by one finger in the loop and the decoy slides down to the weight. Then clip a dozen loops on a cara-biner and you’re ready to go.

Rig a few decoys with this innovative sys-tem to show to your duck-hunting customers how simple it is—they’ll line up to to buy one.

Mojo Outdoors offers 6-ounce weights with 4-foot lines, and 4-ounce weights with 3-foot

lines. Most marsh hunters need the 3-foot length and lighter anchor but will buy the heavier, longer versions anyway. SRP: $28.99, 4 ounces/dozen; $33.99, 6 ounces/dozen. (318-283-7777; mojooutdoors.com)—P.B.

BENELLINow that the Nova pump has been around for a few years, Benelli thought it was time to offer the gun with a new stock and other species-specific accessories tuned to turkeys, deer or ducks.

My turkey Super Nova was coated in Realtree APG. Fitted with a 26-inch barrel, it weighed in at just under 8 pounds, empty. I’ve found that trigger

pull can be an issue when using a shotgun for turkey or deer, yet the Nova sports a clean-breaking trigger.

What made the gun very pleasant to shoot was the ComforTech stock and pad. The recoil was so tolerable that I didn’t even mind patterning the gun while shooting 3½-inch Federal Premium shells.

In addition to the vastly improved recoil, the Super Nova points well. It’s one of the few pumps that comes

up to the shoulder so cleanly that you always seem to be sighted in on the target.

During the gun’s test in south Texas, I was forced to draw fast on a gobbler that came in from my right side. I had no choice but to quickly pick up the gun and shoot. Clearly, if the gun hadn’t shouldered so precisely, that bird would still be walking. SRP: $639. (301-283-6988; benelliusa.com)—P.B.M.

SHB0911_SER.indd 37 7/14/11 9:30:15 AM


RIVERS WESTIf you’ve ever worn Merino wool, there’s little doubt

that you have experienced a warm fabric that

doesn’t itch. And though some wool base layers

can quickly harbor plenty of human odor, during a

three-day foul-weather hunting and camping trip, I

couldn’t get the Rivers West Apex base layers to

embrace my personal funk.

That’s just a bonus. What makes these undies

so impressive is their ultra-luxurious texture next

to the skin. The fine-gauge wool and weave pattern

in the fabric allows for a uniquely comfortable feel.

The cut of the Apex top is 24 percent larger than other

garments, and it uses a four-way stretch weave for unre-

stricted movement. The flat seams were unnoticeable,

even while I was wearing a backpack. SRP: $60 per piece;

$120 for top and bottom. (800-683-0887;

riverswest.com)—P.B.M.

NIKONIt’s no secret that quality optics can be profitable accessories that deliver a signifi-cant impact on the bottom line. One of the challenges is finding a product that offers a benefit to a specific market segment to spur an unexpected add-on sale.

Nikon’s Premier binocular is worthy of your inventory because it is one of the best binoculars specifically designed for people that wear glasses. With .17mm eye relief, the Premier’s turn-and-slide rubber cups stay in place to give an exceptionally sharp view. The rubber is forgiving to the lens of the user’s glass-es, and the field of view is exceptional even on the outer edges.

The pair of 8x32mm roof prisms that I tested were also extraordinarily light, weighing just 24.5 ounces. I found the central focusing knob well placed for smooth one-handed operation, and I appreciated the quality of the multi-coated lenses.

Comparable to many European competitors, the Premier is a great binocular at a nearly unbeatable price. However, it’s the little features that tend to get customers to part with their cash. And if they wear glasses, you may have an easy high-end sale. SRP: $999.95. (631-547-4200; nikonhunting.com)—P.B.M.

NUMA

BALLISTIC

EYEWEARWhen a product is conceived

under exacting circumstances,

generally you can expect it to

perform at a high level under

extreme conditions. That was

the idea behind Numa Sport

Optics, founded by a Special

Forces veteran and triathlete

who found that his sunglasses

weren’t built to the same stan-

dard as the rest of his gear.

So, he created a line of

wraparound sport glasses that

feature anti-fog venting, no-

slip-grip rubber temple/nose

pads, and distortion-free,

impact- and scratch-resistant

interchangeable lenses. The

frames benefit from modern

technology as well, as they are

constructed from MemFibr, a

material that can be flexed

without breaking.

I’ve been wearing a pair of

the X-Frames (SRP: $119.99)

for the past few months and

can report that they appear to

be virtually indestructible. They

do take some getting used to,

because Numas are designed

to wrap tightly against the face

to help create a seal that locks

out wind, dust and other

assorted debris. More tradition-

al shooters may object to the

fit, but the ultra-modern sleek

look will no doubt appeal to

younger customers.

The special venting men-

tioned above helps keep the

glasses from fogging up. That

feature works as claimed, as I

learned when I lowered my face

mask on a muggy morning

while turkey hunting. Clay target

shooters may find the lens area

a bit too small for comfortable

shooting (the frame sometimes

interferes with the sight picture

on a rising bird), but other than

that, these glasses deliver.

(646-648-0099; numaoptics

.com)—S.L.W.

SHB0911_SER.indd 38 7/14/11 9:30:42 AM


BATTENFELD TECHNOLOGIESSighting in a rifle or slug gun can be a tedious chore if you are attempting to do so from a shaky rest that doesn’t allow a solid and consistent hold on the target. When your point of aim shifts between shots, the results aren’t valid, and you can waste a lot of ammunition trying to get things right. If the gun in question happens to have signifi-cant recoil, the process is not only tedious but painful.

The Caldwell Lead Sled Solo is the perfect solution. Some assembly is required, but once assembled the Solo becomes a solid one-piece rest that provides a positive two-position lock-up on the rifle or shotgun. An overmolded front cradle supports the forearm and a

retaining strap locks it into place. A rear fixture cradles the buttstock. Once the gun is locked into place, mechanical adjustments allow the Solo to be leveled, with solid mechanical adjustments dialing in the gun for elevation and windage. It can be as solid as a factory mechanical rest, and it allows shot-to-shot precision.

A heavy-duty spring helps reduce the recoil of the arm, and a tray beneath the Solo holds a 25-pound bag of lead. The combination of the spring and lead weight absorbs recoil and takes the sting out of even the heaviest-caliber rifle.

Given the cost of ammunition today, the Solo will save you some money on bullets by providing a positive and repeatable rest—all the while saving your shoulder from recoil. SRP: $99.99. (877-509-9160; battenfeldtechnologies.com) —C.C.

HORNADY

MANUFACTURING

COMPANYCompact, concealable self-defense

handguns are among the hottest sellers

in the firearms market. As one who has

worked behind a counter and sold many

such guns, the question I was often asked

after the sale was, “What ammunition

should I load it with?”

If that question were asked of me

today, I wouldn’t hesitate to recommend

the Hornady Critical Defense line.

Introduced in 2009, Hornady Critical

Defense handgun ammunition was

purpose-built to provide optimum self-

defense performance from short-

barreled, concealable handguns.

The product line consists of .22

Magnum (45-grain bullet); .380 Auto

(90-grain); 9x18 Makarov (90-grain); .38

Special (110-grain in both standard-

pressure and +P loads); 9mm (115-grain);

.357 Magnum (125-grain); .40 S&W and

.44 Special (165-grain); and .45 ACP and

.45 Long Colt (185-grain). Each load uses

a bullet based on Hornady’s FTX bullet

technology, which utilizes a soft polymer

filling within the hollowpoint cavity to

prevent the hollowpoint from plugging on

heavy clothing, while at the same time

acting as an aid to provide consistent

controlled expansion. Premium low-flash

propellents are optimized for the best

performance in short-barreled guns and

to reduce muzzle flash. And all loads in

the Critical Defense line are assembled in

silver nickle-plated cases to prevent cor-

rosion and tarnish. The roundnose profile

assures reliable feeding in semi-autos.

SRP: Varies according to caliber. (308-

382-5761; hornady.com)—C.C.

SHB0911_SER.indd 39 7/14/11 9:30:47 AM


WEATHERBYIn 1957, wildcatter Roy Weatherby created the perfect delivery system for his now-famous magnum cartridges—the Mark V rifle. Problem was (and is), the Mark V is expensive: Prices run from just under $1,500 to more than $3,000. So in 1970, the company contracted with Howa to produce the far more affordable Vanguard, which costs about a third of the Mark V’s price, all across the line.

Though it is far less expensive to purchase, the Vanguard is not cheap in any sense. It is a quality hunting instrument, so much so that the company guarantees that it will shoot 1.5-inch three-shot groups at 100 yards from a cold barrel when used with Weatherby factory ammo (or premium ammo in non-Weatherby calibers). The company feels so strongly about this claim that it backs it up with a letter of assurance from Ed Weatherby, who took over from his father in the 1980s.

I’ve been shooting an entry-level Vanguard Synthetic (SRP: $523) in .257 Weatherby Magnum for the past year. I’ve verified the company’s perfor-mance claims at the range and in the field. As long as the shooter does his job (meaning no flinches), the rifle will produce 1.5-inch groups.

A new wrinkle in the Weatherby product line that should appeal to recession-weary consumers is the Vanguard Synthetic Combo ($629), which includes a Simmons 3.5–10x40mm scope and Leupold rings and bases. Now, for a few dollars more, a customer leaves your store ready to shoot. (805-227-2600; weatherby.com)—S.L.W.

DARN TOUGHHunters pay a lot of attention to their boots, and they’ll spend extravagantly to

get the performance they demand—whether it’s sitting all day in a tree stand in

December or sidehilling a talus slope in mountain goat country. But when it

comes to socks, far too many foolishly draw the line and go cheap—to their

infinite regret.

To hunt hard, you need quality socks. That’s what initially drew me to Darn

Tough—that and the challenge issued to me by a

company rep: “Try ’em; you’ll like ’em.”

Indeed I do.

The key component is a fine-gauge Merino wool. The

socks also feature high-density knitting, the results of

which are durability and extra cushioning, without added

bulk. Other design elements include a ribbed ankle for

superior fit, a sculpted heel, an elastic support knit in the

arch, and a reinforced toebox.

So much for the specs. What I’d really like to say is that

they’re incredibly comfortable, and the ones I wore—the

full-cushion boot sock with Scent-Lok (a nice feature

when you pull off a rubber turkey boot)—did everything

the company said it would. The only thing the sock

couldn’t withstand was a mauling my dog gave a

pair one night after she had eviscerated her chew

toy. For big game to turkeys, these socks

rock. If you sell quality boots, you

should also stock quality

socks. SRP: $19 to $29.

(802-485-6078;

darntough.com)—S.L.W.

COLUMBIA SPORTSWEAR Columbia’s new Omni-Heat lining con-

sists of a pattern of silver dots of space

blanket–type material on a breathable

background. The result is remarkable.

Because it reflects your body heat back

at you, you can feel it warm up almost

as if you’re wearing a heater. I have

several waterfowl parkas, but this is

the one I reached for last year on cold

late-season goose hunts. Both the zip-

out liner and shell of this parka feature

the Omni-Heat lining. The wader-

length jacket comes in Realtree Max-4.

Like all Columbia hunting coats, this

one is loaded with features, including

plenty of pockets and D-rings.

Matching bibs and hats are available.

SRP: $349. (800-547-8066; columbia

.com)—P.B.

SHB0911_SER.indd 40 7/14/11 9:31:11 AM

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BN_034333_SHB0911.indd 1 7/11/11 10:35 AM


The UntappedOpportunity

M uffet Frische is in the market for a modern sporting rifle (MSR). She’s spent many evenings scouring the Internet, research-

ing models, options and prices for a .223 rifle that’s lightweight, handy and—most of all—fun! Frische, 43, of Dallas, Texas, found that fun last year at an MSR clinic hosted by DIVA WOW, a woman’s out-door sporting group. At the clinic, Frische and 125 other women were introduced to the rifles and given safety instructions. Then, with the help of instruc-tors, they fired off up to 150 rounds apiece.

Women and the modern sporting rifl e are a terrifi c combination, but too many retailers are missing out

BY BRIAN MCCOMBIE

“They were very user-friendly,” says Frische of the rifles that DPMS Firearms provided for the clinic. “I was incredibly surprised. I mean, they look so big and scary, but shooting them was so much fun. When I came home I told my husband, ‘I know what I want now!’”

Frische and the DIVAs aren’t the only ones getting an introduction to MSRs, the sales of which have been strong of late. Undoubtedly, in the first wave of heavy MSR sales (known as the “Obama Bubble” because it occurred just prior to and after the 2008 presidential election), men were the domi-

nant purchasers. The so-called second wave is seeing more women entering the market.

“The last couple of years, the trend we’re seeing is more recreational shooting of all sorts, MSRs included,” says Adam Ballard, DPMS product manager. “As the men do more recreational shooting, we find that they’re including their wives, girl-friends and daughters.”

And when women get a chance to fire one, says Ballard, “they find the MSR is a really good fit. It’s easy to operate and easy to han-dle, and it has little recoil.”

Other retailers have seen the same thing. “We’ve seen

SHB0911_WOM2.indd 42 7/14/11 9:44:42 AM

SHB0911_WOM2.indd 43 7/14/11 9:45:03 AM


a steady increase in women interested in MSRs since 2006,” says Jonathan Pirkle, owner of Coal Creek Armory in Knoxville, Tennessee. “The big swell in interest happened in early 2009, and it’s been growing ever since. Right now, I’d say we’re getting five to ten women a month coming in and looking to buy an MSR.”

Miles Hall, owner of H&H Shooting Sports, an NSSF-rated Five-Star Facility in Oklahoma City, Oklahoma, says, “We’re seeing more women coming into the store looking at MSRs. Also, our rifle classes used to be all men. Now we have women in every class, including our tactical rifles course, where MSRs are the focus.”

But before you can cash in, you must understand the nuances of this market. Women, for example, approach an MSR purchase from a very research-based point of view. They are very recep-tive to certain sales techniques, and extremely put off by others.

T h e F i r s T s To p

Market research done by DPMS finds that relatively few women will just go to a gun shop and “check out” some MSR models. They want to know a good deal about the rifles before they set foot into a retail facility.

“Our research shows that a woman interested in an MSR starts the process on the Internet, examining manufacturer and retailer websites,” says Ballard. “Others post questions about MSRs on their Facebook pages.”

Male customers, Pirkle notes, often arrive at his shop with some preconceived opinions about the MSR they’re sure they want. But as they explain their needs, these same men are quite willing to be sold on a model that better fits their requirements. In effect, they’re counting on the clerk for their initial research. Not so with the women who come to Coal Creek Armory.

“Ladies generally do a lot of research before they come through our doors,” says Pirkle. “They usually have two to three models in mind, plus possible accessories, and they want to know our opinion of them. Really, it’s pretty interesting. One customer drove up in a nice SUV with two kids in tow and asked us the pros and cons of a Bushmaster M4 A2.”

Pirkle recommends including MSR listings on your shop’s webpage, if you have one, and making those listings fairly detailed. The women he’s assisted have clearly researched manu-facturer websites and then compared and contrasted those mod-els with his shop’s online inventory.

Don’t have a shop website? Better get one, Pirkle advises.

s T r e s s po i n T s

Even with a fair amount of research, misconceptions about MSRs can linger, especially given a mainstream media that keeps referring to MSRs as “assault weapons.” One of the notions this biased reporting creates is that MSRs recoil like jackhammers. They don’t, of course, but you shouldn’t assume your customers know this. Tell them.

“Stress the lighter weight of the MSRs and the low recoil,” Hall recommends. “Nobody—man or woman—likes to get kicked around by recoil.”

Early-model MSRs could be somewhat heavy and bulky, at least for a smaller-sized shooter. Today, though, there are a num-ber of nimbler rifles available. For example, the rifles used at the DIVA clinic—the LBR by DPMS—were made specifically with the smaller-statured shooter in mind. Frische, in fact, was espe-cially impressed by how well she could make the adjustable

shoulder stock on this model fit her frame.“It was a smart move, in my opinion, when many in the indus-

try went to polymer-based extensions and lighter metals, in an effort to make these rifles more comfortable,” says Hall. “That, I think, made MSRs more ‘woman-friendly’ by default.”

Make sure you also highlight the versatility of the MSR. “You can hunt with many of the MSRs, and that’s been a big

help with sales,” Hall says. “Women come in looking for a hunt-ing rifle, and they’re often pleasantly surprised to find out that an MSR is a real option.”

n o Acc i d en T

It’s pretty basic, but if you want to sell MSRs to women, you have to take women seriously as potential MSR customers. Put another way, that woman at your gun counter looking over the MSRs on your rack? She didn’t get there by accident. Failure to take her and her questions seriously could cost you a sale.

Consider Frische. After much Internet research, Frische, her husband and a male friend visited a local gun shop. At the coun-ter, Frische told the male clerk she was considering an MSR. Despite that, Frische says, “When I asked about what models they had, the sales associate handed a rifle to our friend, who looked at him and said, ‘Why are you handing it to me? It’s for her!’”

Frische took it in stride and wasn’t offended.

Staffers from H&H Shooting Sports assist customers looking for an MSR. Women approach an MSR purchase from a research-based point of view.

The Untapped Opportunity

SHB0911_WOM2.indd 44 7/14/11 9:45:08 AM

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“My guess is that their typical customer is male, so he just wasn’t expecting me to be the customer,” she says. “After that, the sales associate directed the conversation more toward me, and he took a good deal of time to explain product features.”

Dana Giacalone had a somewhat different experience. An orthopedic surgeon practicing in the Fort Worth area, Giacalone grew up hunting and shooting on a ranch in west-central Texas. Last year, after deciding it was time to replace her .243 bolt-action, she visited a big-box firearms retailer near her home.

Unlike Frische, Giacalone never told the clerk she was in the market for an MSR. In fact, she didn’t know what she wanted, exactly, though she said she needed a rifle for deer hunting and recreational shooting, and maybe some competitive shooting.

“I said something a little more sporty [than her .243], a little more versatile,” she recalls. “But they kept trying to get me to buy a small .22 rifle—for shooting paper targets! Which, I tried to tell them, wasn’t what I wanted at all.”

Frustrated, she left the store without making a purchase. She mentioned the experience to a friend who held a federal firearms license. He told her that the features she wanted very much sug-gested an MSR. He gave her an overview of the rifles, showed her a couple he had on hand and answered all her questions.

Today, Giacalone is the proud owner of an MSR—one she bought through her friend with the FFL.

T h e Vo i c e

Deb and Bob Cheek have owned and operated Plainfield Shooting Supplies, in Plainfield, Indiana, for the last 22 years. In addition, Deb Cheek is a competitive shooter who teaches numerous firearms workshops and classes to women. All of this informs her perspective on what it takes to sell MSRs to women.

A big problem she’s seen herself, and heard about from numerous women shooters, is what she calls “The Colonel Voice,” and the attitudes and assumptions behind it.

“A lot of times, a woman comes into a gun shop, and the guy behind the counter goes into the Colonel Voice,” says Cheek. “It’s like a military order: ‘I know; you listen.’ Big turnoff. Women just don’t feel relaxed around those sorts of guys.”

Women find the Colonel Voice patron-izing, she explains. It assumes they know nothing about shooting, much less MSRs, and tries to make them feel, well, dumb. Women treated in such a way tend to head for the door.

“Take more of a ‘daughter approach,’”

connect with a Women’s Group

A good way to get women interested in your shop’s MSrs is to establish a relationship with a local women’s outdoors group. Such groups are popular, and they frequently host one-day workshops that introduce women to firearms.

consider becoming a workshop sponsor. donate the use of a used MSr or two and some ammunition. An employee with the right certifications can act as an instructor. Set up a table, distribute some business cards and get listed in the workshop brochure. the ladies at the workshop will learn that MSrs are fun and easy to shoot—and that your shop sells them!

The Untapped Opportunity

Women are shooting—and

buying—MSRs in ever-increasing

numbers. A test-shoot can be your

most effective salesman.

SHB0911_WOM2.indd 46 7/14/11 9:45:18 AM

Cheek advises. “What I mean is, don’t get macho and don’t talk down. Treat a female customer like your daughter: Listen to her, let her talk, answer her questions, be respectful. You’re there to help her. Listen to what she wants, then make suggestions.”

A B i r d i n t h e hAnd . . .

“You want to see people’s face light up?” says Hall. “Put an MSR in their hands. It’s almost like a kid on Christmas morning open-ing up presents!”

For the female customer, hands-on shooting is a big sales tool. Given the aforementioned worries about MSR recoil, there’s no better way to dispel that myth than to let a potential customer put a few rounds downrange. Coal Creek Armory has an indoor range, and Tuesday is Ladies’ Day, at which women can shoot without lane fees. That generates a good deal of traffic, Pirkle notes, and among the firearms available is an M&P15 in .22- caliber. Women can fire it for free (they have to pay for the ammunition), and this M&P15 gets a good workout nearly every Tuesday. All by itself, the rifle has generated many inquiries from women thinking about buying their own MSR.

Joe Keffer owns the Sportsman’s Shop, in New Holland, Pennsylvania. He sells a good number of MSRs, mostly to men. Nearly all the women who have purchased an MSR from Keffer had husbands or boyfriends who first bought one from the Sportsman’s Shop. So these women got their introduction to MSRs via their significant others.

Other women, though, “hear that these are super-powerful rifles, and they are leery of them, no doubt about it,” Keffer says. “The primary way of getting past that is to have them fire one

and see for themselves. But we don’t have a range here.”However, the Sportsman’s Shop does host introductory fire-

arms events at a local shooting club several times a year. More and more women are frequenting these events.

Hearing about the increased interest among women in MSRs, Keffer says that he needs “to make sure we have several MSRs there and offer women the chance to try them out. Doing so might not sell us any rifles right away, but we’re already having these events. It could help sales down the road.”

Coun t e r h e l p

If you want to sell more MSRs to more women, you really should have a woman behind the sales counter. Ballard notes that DPMS research shows that a lack of female sales help is a big barrier to selling firearms in general, and MSRs in particular, to women. Many women seem hesitant to ask the guy behind the counter about MSRs, afraid of being talked down to. Even if they don’t deal directly with a female clerk, just seeing one working in your store reassures female customers that they, and their questions, will be taken seriously.

“It definitely does make a difference to a number of our female customers to have a woman behind the counter,” says Pirkle. “We have tried to have at least one woman on our sales staff since we opened in 2002. Sometimes, we’ve been fortunate enough to have two or three women on staff at one time.”

Consider a female clerk or two as an investment in the future. As Giacalone says, speaking about women in general, “We’re going to be doing more and more hunting and shooting in the future. So firearms retailers better be ready for us!”

SHB0911_WOM2.indd 47 7/14/11 2:44:53 PM


by Jay CassellGood stuff

Small But FastTrijicon comes out with the ultimate turkey sight

I had to go halfway across the country to do it, but this past spring I finally caved in and tried a red-dot sight for turkey hunting. Before then, I’d always taken a dim view of sights on turkey guns. I mean, why use a sight when a bead will do just fine for the majority of turkey shots—meaning,

those at 40 yards or less.

On my trip in Oklahoma, I hunted for three days using a Remington VersaMax 12-gauge topped with a new Trijicon RMR (ruggedized miniature reflex) sight with an adjustable LED reticle. The sight was so lightweight (1.17 ounces), I barely knew it was there—that is, until a Merriam’s longbeard suddenly appeared within 30 yards of my blind. Then, all I had to do was quickly put the red dot on his neck, just below the head, and squeeze the trigger. Simple as that, I had my Merriam’s.

A useful feature of this new scope is that it’s adjustable, with eight brightness levels. That means you can crank it up to full brightness in the dim early-morning hours, then gradually dial it down as the day brightens. This allows you to better see the target, as keeping it too bright in daylight will obscure it.

Accuracy and SpeedWhat I also really liked about the sight is that you don’t have to have your cheek right on the gun’s stock in order to acquire the target. Once that red dot is

spot on, go ahead and shoot. Every shoot-er should love this option. After all, how many of us have been caught out of posi-tion by a gobbler that snuck in from an unexpected direction?

The RMR has a military-grade housing made from an aircraft-grade aluminum alloy and a hard-coat anodized finish, which means it can take a beating and keep on ticking. The battery is purported

to last four years with continuous use on mid- settings, even if you forget to turn it off. The eleva-tion and windage adjustments are easy to use, with 1 MOA per audible click. Another plus: The sight is rated for 1,100g recoil.

So the next time a turkey hunter comes into your

shop and either complains about missing an easy shot at a gobbler or pooh-poohs red-dot sights as unnecessary, you might want to point out that the design of the RMR enables hunters to make tough, out-

of-position shots—the exact shots often needed to take a smart old tom.

And there’s more good news for retail-ers. This versatile sight isn’t a one-shot deal—it has strong appeal far beyond the turkey crowd. It’s cropping up on hand-guns and MSRs as well, and its accuracy and ease of use have made it a favorite with the growing 3-gun crowd. In fact, SHOT Business Editor Slaton White recently used an RMR at a 3-gun event.

“Given that such events place a premi-um on accuracy and speed, a sight that allows for instant target acquisition is a real asset,” he says. “We used the sight on pistols, and the most experienced shooters just tore through the course. The sight allowed them to make accurate shots while on the move. They didn’t even have to think twice about parallax—or any-thing else, for that matter—except holding on the target and squeezing off a shot.”

That kind of versatility is rare and to be prized by retailers who wish to control inventory. SRP: $675. (248-960-7700; trijicon.com)

Selling tipYou want reliability? Trijicon has supplied more than a half million of its rugged and dependable ACOG riflescopes to the U.S. Military (including the Marine Corps, Army and Special Operations Forces) from its plant in Michigan. Tell your cus-tomers that every RMR is made with the same attention to detail as the ACOG, which long ago earned its spurs in Iraq and Afghanistan.

Trijicon’s lightweight yet rugged RMR (ruggedized miniature reflex) sight features an adjustable LED reticle.

SHB0911_GST.indd 48 7/13/11 9:18:17 AM

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BN_034454_SHB0911.indd 1 7/11/11 5:04 PM


WHAT’S SELL ING WHERE BY PETER B . MATHIESEN

AZ Bear Arms, Scottsdale With

1,100 guns in stock, this small home-defense retailer has to be careful with every inch of display space. Glocks (Models 26 and 27) lead the pack, and Ruger LCPs and Smith & Wesson Bodyguards are sitting in the second and third slots.Ammo stocks are excellent, but

there’s concern among customers over pricing. “Lots of guns have gotten very pricey to shoot, and it’s negatively affecting the number of active shooters,” said manager Curt Stancel.Semi-auto rifles are strong. S&W

M&P 15 Sporters are getting the most turns, but Bushmaster is hot on their tail. Russian Mosin 91/59 carbines are selling extremely well to first-time gun buyers. Class III suppressors continue to grow in popularity.

AK Chimo Guns, Wasilla Resting in

the “Mat-Su” valley 40 minutes north of Anchorage, this family-run store has four employees and more than 500 guns in inventory. Swarovski spotting scopes and bin-oculars top Chimo’s list of high-margin special products. “We can’t explain why, but our high-end optic sales have never been stronger,” said owner Nancy Wallace.Other snappy turns include bear-

protection handguns, including Ruger Alaskans in .454 Casull, S&W Model 500 revolvers and Ruger Redhawks in .44 Mag. Big-caliber sporting rifles for

moose and sheep season—includ-ing Kimber Montanas in .300 Win. Mag. and Ruger Hawkeye Combos in .338—are moving quickly. Semi-auto rifles are down to about four turns per month. Here, the S&W

M&P 15 Sporter is racking up the majority of sales.

UT Pioneer Market, Fillmore The

inventory of this 11,000-square-foot general store in central Utah is half groceries, a quarter general goods and a quarter firearms. After a slow summer, handgun sales are starting to pick up, with Ruger LC9s and Taurus Judges topping the list. Kel-Tec .22 Mags are in high demand, but are difficult to obtain. “I understand the idea of creating demand, but if a customer has to wait more than a year, he may lose interest,” said owner Joe Ashman.Stainless-steel Ruger Hawkeyes

lead the sporting rifle category. Semi-auto rifles are starting to pick up, but customers are still highly price-sensitive. Ammo inventories are the best they’ve been all year.

KS Bull City Guns, Alton Packing 1,700 guns into 2,000 square feet, this rural mid-state store sells hunting and shooting supplies exclusively. Handgun sales are excellent, with Kimber 1911s on deep back order. Springfield XDMs are also selling briskly. “Although handgun ammo is in

good supply, we are having trouble getting some less popular calibers, like .300 Savage and .44/40. The old rounds are still very popular with clients in my store,” said owner Roy Ballard.Planning for elk season has put a

run on stainless-steel Remington 700s, Kimber 8400s chambered for WSMs and Montana-built Coopers. Ruger combo rifles pre-mounted with rings and permanent bases are starting to see high demand.

SD First Stop Guns, Rapid City In business since 1967, First Stop spe-cializes in American-made custom-manufactured bolt-action rifles that complement a sizable invento-ry of handguns and sporting shot-guns. Pre–elk season demand has really helped spur sales of Cooper and Dakota bolt-actions. The most popular caliber is .300 Win. Mag. “We love marketing and selling high-quality products made close to our retail establishment,” said counter salesman Keith Wheeler.Sporting shotguns are starting to

turn. Benelli Super Black Eagle IIs are at the top of the list, but 12-gauge Browning BPSs are also ringing the register. Handgun sales are consistent. Kimber 1911s are pulling the highest gross receipts, and Springfield XDMs are posting the highest units sold. Reloading

inventories are the best they’ve been in several years.

MN Frontiersman Sport, St.

Louis Park Located in the Twin Cities since 1967, this urban retailer keeps close to 900 firearms in stock. Springfield XDMs and Glocks top the list, but there also has been a surge of interest in Springfield’s 1911 GI. “Handgun sales have con-tinued to be excellent this year. We have also seen a notable demand for price-sensitive optics like Nikon’s Pro Staff line,” said manag-er Aaron Ramsey.At the rifle counter, the Ruger

10/22 is king, but the CZ semi-auto in .17 Mag. for plinking is also seeing high turns. Tikka .308s are also starting to move, as are Benelli Super Black Eagle IIs and Remington 870 Expresses.

West

Midwest

0911_wsw.indd 50 7/14/11 9:13:57 AM

BN_034579_SHB0911.indd 1 7/14/11 10:01 AM


WHAT’S SELL ING WHERE

PA Gone for a Day, Elderton Summer firearm sales have trickled down to the lowest in this western Pennsylvania store’s history. “Traffic and gun sales are in the tank,” said owner Jeff Egley. “We have just a few buying customers coming through the door. I attribute the slowdown to the natural gas industry, which shut down several local facilities due to intense gov-ernment regulation.”Although most firearm sales are

price-point driven, .380 handguns like the Smith Bodyguard and the Ruger LCP are still the best sellers for this store. Small-caliber .22s, including Marlin XL7s and Savage Edges, are scratching a few num-bers on the board. A small number of Mossberg 500 youth guns are also showing signs of increased activity.

NY M&M Sports Den,

Jamestown In operation since 1957, this small-town independent has seen improved summer sales of handguns from 2010. Larger cali-ber revolvers, including the 7-inch Ruger Blackhawk in .44 Mag., are selling especially well. As New York contemplates a reg-

ulation change that would allow centerfire rifles in a traditionally shotgun-only area, M&M is seeing red-hot interest in Remington Model 700s in .308 and .30/06. “The discussion of using a center-fire in a shotgun area has rifle sales hopping,” said owner Bruce Piatz.Walther P22s and Ruger LCP

.380s are battling for the top spot. Smith Bodyguard .380 semi-autos with lasers are also moving well. MSR sales are slow but steady,

largely Bushmasters and Colts.

VT Vermont Field Sports,

Middlebury Just south of Lake Champlain, this small-town gener-al outdoor-goods store keeps four full-time and three part-time employees busy . “Small-game guns dominate our summer,” said man-ager Greg Boglioli. “We could sell a pile of Marlin .22s, but we just can’t get them, so sales by default are going to Savage 93-Gs.” As for big-ger calibers, the summer’s top bolt-action has been the Browning X-Bolt in .300 Win. Mag., trailed by the Winchester Model 70 in .30/06 .Handgun turns are on the

increase; .380s are in the top two spots, split evenly between Ruger LCPs and Smith Bodyguards. Browning 20-gauge Featherweight and standard Citori over/unders are just starting to move for pre–upland bird season.

TXGuns Galore, Killeen Military

personnel and their families pro-vide nearly 75 percent of sales at this store. Springfield XDs and XDMs share the number-one spot in the handgun department. At the same time, Smith 642s are making quick turns. “We have 15,000 sol-diers returning to Fort Hood, and that always cleans out our invento-ry. The traffic before they leave and when they return is amazing,” said Dave, who provided no last name and identified himself simply as “the counter guy.”Tactical pump shotguns are

strong, led by Remington 870 Expresses and Mossberg 500s. A number of Benelli Nova tactical guns are also garnering attention.MSR sales are down slightly, but

this retailer expects the 2012 elec-tion season to jump-start sales and

push them back up to where they were a couple of years ago.

AR Gun City, Fort Smith Keeping close to 900 guns in stock, Gun City moves a wide variety of home-defense and hunting inventory. Kel-Tec P3ATs are top sellers, though plenty of Ruger LCPs and LCRs cross the counter as well. The start of the school year

brings sales of Remington 870 Expresses. “Our local high school has an active skeet club. Not only is it creating new shooters, but it also generously affects our sales,” said owner Jerry Barling, who sets low prices for the young shooters. In rifles, MSR sales have slowed

to one per week, mostly DPMS and ArmaLite. Blackpowder guns like the T/C Encore, are also turning. Antique guns continue sell, par-

ticularly turn-of-the-last-century Colts and Winchester lever-actions.

SC Tony’s Guns, Sumter With more than 100 MSRs and nearly 600 handguns, Tony’s is one of South Carolina’s largest independents for tactical and home defense. Springfield XDs and Glocks are neck and neck in .9mm and .40, with Springfield 1911 GI models also in high demand. Although overall sales are good

and ammo stocks are the best they’ve been in a year, this retailer worries about pricing. “We’ve seen a severe drop in family shooting. It’s just so expensive to take the kids out for a day of plinking ,” said counter salesman John Miller. In rifles, S&W holds the top slot with its M&P 15 Sporter. Other top mov-ers include Bushmaster and DPMS.

East

South

0911_wsw.indd 52 7/14/11 9:14:13 AM

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new products

Gerber Legendary BladesNamed for Gerber’s knife innovation manager, industry veteran Jeff Freeman, Gerber’s new Freeman Guide Folder is a lightweight, durable hunting knife.

Its features include HC stainless steel, a TacHide handle, large finger grooves for comfort and improved han-dling, and a liner lock for added security. Blade length is 3.6 inches and the knife weighs is 6.6 ounces. SRP: $32. (800-950-6161; gerbergear.com)

SimmonsA leader in high-value sporting optics for more than 25 years, Simmons is introducing five new roof-prism models to its popular ProSport binocular line. A new ergonomic design helps deliver added comfort during extended periods of viewing.

ProSport binoculars (all of which utilize twist-up eyecups) feature multi-coated glass with BAK-4 prisms designed to pro-duce bright, sharp images. The lines include an 8x42, 10x42, 10x50 and 12x50 in black, and

a 10x42 in ATAC camo. SRP: $115.95 to $152.95. (888-276-5945; simmons optics.com)

RDZ ProductsThe RDZ Case Trimmer, machined from billet alumi-num, is a quick and easy way to produce reliable and repeat-able case dimensions. Simply attach the trimmer to the bed of a drill press, line it up with the drill chuck and insert the correct shell holder into the case trimmer. Then place the shell casing into the shell hold-er, bring the drill press down to the proper height and set the stop on the drill press. The shell casing will be neatly trimmed to the proper length. After chambering the case, you are ready to reload your ammunition.

The case trimmer—which includes a cutter head, arbor and a set of nine pilots that fit most standard calibers—can be used on any 3/8-inch (or larger) drill press. SRP: $179.99. (860-601-1222; rdzproducts.com)

E. Arthur Brown Co.The PeepRib aperture sight, which combines a precision aperture sight with a

scope-mounting base, fits muzzleloaders from T/C (Encore and Omega), CVA (Accura, Optima, Wolf and Kodiak) and Traditions (Vortek and Pursuit).

The design allows a hunter to mount (and remove) a scope without affecting the aperture sight. Doing so allows the user to fine-tune handload accuracy with a scope, but hunt with open sights in states where scopes are not allowed. The PeepRib is adjustable for windage and elevation, and comes standard with a special high-definition aperture for a clear sight picture. SRP: $59. (320-834-3000; eabco.com)

WT TacticalThe Soft Shell Jacket combines second-skin protection with a high degree of functionality. The body is made of a four-way stretch-nylon/spandex-blended fabric bonded to hydrophobic polyester fleece, maintaining the high stretch and memory characteristics of a soft shell while adding the warmth and comfort of fleece. A high collar protects the

(Continued from page 56)

The Simmons ProSport bin-ocular line sports an ergonomic design as well as multi-coated lenses for enhanced viewing.

Gerber’s Freeman Guide Folder is a lightweight but durable hunting knife that features large finger grooves and a TacHide handle for comfort and improved handling.

SHB0911_NEW.indd 54 7/14/11 9:04:09 AM

user’s neck from the elements, and full zip-front entry allows the wearer to easily put on or remove the jacket. Inset sleeve pockets—two on each sleeve—stretch as the wearer moves. The stowaway hood, made of nylon ripstop, fits the head snug-ly and allows a helmet to be placed over it. The 20-inch-long pit zips provide extra ventilation. A dropped tail offers addition-al protection when the wearer crouches low. Sizes S, M, L. XL, XXL. SRP: $199. (828-421-4349; wttactical.com)

Vero VelliniFor nearly two decades, this German manufacturer has been crafting beautifully detailed and highly durable slings. It also developed the Air Cushion concept, which sandwiches neoprene with other natural and synthetic material to create an almost weightless feeling when the firearm is car-ried. Its newest offering is the Automatic Retractable Rifle Sling. Designed to stop

rifle bounce while a wearer is walking, its patented automatic retraction system pulls in any excess sling material that can get caught on objects when the hunter brings the rifle up to shoot. And since the system instantly retracts whenever the sling is not bearing weight, you never have to worry about a slack sling getting in the way of a good shot.Constructed of premium

leather and non-slip neoprene, the shoulder pad provides supreme comfort for extended hours in the field, and the nylon webbing quickly self-adjusts to allow it to be worn over one or both shoulders. Available in olive, black or brown. SRP: $159.99. (800-257-7742; pioneer-research.com/verovellini.asp)

Wildlife Research CenterHunting over scrapes has long been acknowledged as one of the most effective ways to tag a big whitetail, and Active-Scrape

time-release formula from Wildlife Research Center is designed to evaporate at a slower, more even rate to last longer to help improve hunter success. Made with a blend of natural doe urine with estrus secretions and strong natural buck urine, it is a full-spectrum scrape scent for use on real or mock scrapes. SRP: $14.99. When a hunter combines Active-Scrape with the Magnum Scrape-Dripper, he’ll have an effective delivery system that drips fresh scent on a scrape for up to three weeks. The combo package is $29.99. (800-873-5873; wildlife.com)

Barnett Outdoors Best known for its crossbows, Barnett is introducing a youth-model compound bow. The Lil’ Banshee is available as a complete set, providing everything a young archer needs to get started. The set centers around an 18-pound-draw-weight compound bow that features a new ambi-dextrous steel-reinforced soft-touch grip as well as tough fiberglass limbs.

The smooth wheels provide a comfort-able draw as well as a reduced hold to help the new archer shoot with greater accura-cy. The bow is available in draw lengths of 18 to 22 inches, and comes in Realtree camo, hunter black and pink camo. The kit includes a multi-color target, two fiberglass target arrows, a finger tab, an arm guard and an adjustable sight. SRP: $30. (727-234-4962; barnettcrossbows.com)

The Vero Vellini Automatic Retractable Rifle Sling stops rifle bounce when a hunter

walks with a shouldered gun.

Wildlife Research Center’s Active-Scrape uses a time-release formula to ensure productive results.

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SHB0911_NEW.indd 55 7/14/11 9:04:16 AM

new products


KimberTo mark the centennial of the 1911, Kimber is upgrading a full-size 1911 that it originally introduced in 1995. To make the Royal II .45 ACP stand out from the crowd, the slide, frame and barrel boast a traditional charcoal blue from Turnbull Restoration. Charcoal blu-ing produces a deep, rich but extremely durable finish. Solid-bone grip panels have been added to give the handgun a distinctive look. A match-grade 5-inch bar-rel, chamber, trigger and barrel bushing, as well as a frame and slide (all of which were machined from solid steel), help the Royal II perform at a high level. SRP: $1,938. (800-880-2418; kimberamerica.com)

(Continued on page 54)

SHB0911_NEW.indd 56 7/14/11 9:04:28 AM

shot business | august/september 2011

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