Tag: Texas

7 Public Relations Tips for Shooting Ranges

Point Blank RangePublic relations can be difficult no matter what industry you’re in, but for those who own shooting ranges and gun shops, it can be absolutely terrifying. It seems the majority of news stories about shooting ranges are purely negative and focus on battles over zoning, environmental concerns, community opposition, or violent crime. The media may seem to have complete control over the conversation, but there are things you can do to shed some positive light on your range and the industry in general. If you own a shooting range, work at a shooting range, or you are planning to build one, here are seven tips that will help you overcome the preconceived notions, myths, and fears that surround them.

#1: Educate your neighbors.

People fear what they do not understand. The majority of the resistance you will experience in building your range is often the product of a lack of understanding from misinformation. A quick online search will show the majority news stories that talk about shooting ranges center on how they create dangerous environments for children and communities because of the presence of guns or the possibility of bullets escaping the confines of the range. Do not be afraid to attend local civic meetings and community events or even go door to door to educate the public about your project and how it will benefit the community as a whole. It is important to be visual and factual in your presentation. Use pictures and graphs to illustrate your points rather than relying solely upon words. Always exercise caution when speaking to the public and local government officials. Before you attempt to communicate openly about your shooting range project, you should conduct or find research to determine the political atmosphere of your community. Depending on potential resistance, keeping a low profile may be the best course of action rather than attacking public perception head on.

#2: Know what makes your range unique.

Red Dot Firearms 21When it comes to the media, it is not enough to say you’re building a “state-of-the-art” shooting range. You need to know what makes you unique from every other range that also claims to be “state-of-the-art.” Look closely at your equipment, business model, history, future plans, and services. Somewhere in those details is an angle that will draw the attention of the media. A great example of this is Eagle Gun Range in Lewisville, Texas. Owner David Prince contacted the media early and often but was met with complete indifference because several shooting ranges had already opened in the area in a fairly short amount of time. After a number of attempts, a reporter finally asked, “What makes you different from all the other ranges?” Prince began listing all the aspects that make Eagle Gun Range so great including safe equipment, training classes, inventory, and events like birthday parties. What caught the reporter’s attention were the events. “Birthday parties? Like, for children?”

What followed was a media frenzy. Not only did it catch the attention of the local news agencies, the story also found its way into the national limelight with coverage from ABC News, Yahoo News, Fox Business, U.S. News on NBC, The Blaze, and Guns.com. Even Jimmy Kimmel caught wind of it and featured a skit about the range called “Chuck E Norris” on his show. Obviously, not all of the coverage was positive, but it gave Prince a chance to talk about his range on a public stage and draw enormous attention before the range had even opened.

#3: Talk to the media early and often.

Red Dot Firearms 06The media does not have to be your enemy. If you help them by providing a story that is newsworthy, they will help you. It is important that you reach out to them early in the process and approach them often. Invite them out to visit your range during different stages of the building process. Explain to them how your bullet trap works and why it is impossible for bullets to escape the range. Show them what makes your range unique. Give them the opportunity to shoot on your range (include both the reporter and the camera operator). Talk about how your range will protect the environment with your lead collection and ventilation systems. The more you get the media to your range, the more you can influence the conversation and educate the public.

#4: Host a grand opening event.

Holding a grand opening event is one of the best ways to get the attention of your local community and media. Don’t jump the gun, though. It’s generally best to have an unannounced soft opening with your grand opening celebration taking place a few weeks or even a month later. Delaying the grand opening will give you time to make sure everything works properly, shelves are stocked, and employees are trained. Coordinate with one of the main firearm brands you will carry to be on site during the event to do demonstrations or even hold raffles (if charging for raffle tickets, make sure you follow your state’s gambling laws). You can also draw attention by offering discounts or sales on merchandise, range passes, memberships, etc. Invite notable community members like the mayor and the chief of police and include them in an official ceremony like a ribbon cutting (or ribbon shooting). Once plans have been made, get the word out to the media. Research reporters in your area who would possibly be interested and send them an official invitation two weeks in advance that quickly details what will happen, who will attend, and why it is important. Send the invitation early in the week to avoid traditional end-of-the-week deadlines, and keep it as short as possible.

Hire a professional photographer to be at the event. Photography is often one of the most overlooked aspects of opening a range. Too often, a new shooting range opens and the only available photos are dark and grainy and were taken before construction was even complete on whoever’s cell phone happened to be handy. Invest in a good photographer to document your range and provide you with attractive photos that you can use on your website, in social media, and in the news. The better you can portray your range through photos, the more people will want to come.

#5: Be an expert on all things firearms to the media.

Red Dot Firearms 12Your range doesn’t have to be the source of the news in order to get into the news. In today’s world, there is no shortage of news stories involving firearms in one way or another. Present yourself as a firearms expert to the media, and they will seek your opinion. Doug VanderWoude, OnTarget Range Manager for AcuSport and former owner of Silver Bullet Firearms, managed to get his range into Time Magazine. It wasn’t because his gun shop/shooting range did anything worthy of national attention but because VanderWoude actively contacted the media and presented himself as an expert in the field. So when Time Magazine began writing an article on booming gun sales, they came knocking at his door first. Merely owning a shooting range does not necessarily qualify you as an expert, however. Make sure you’re up to the task by reading as many publications about the firearms industry from as many different sources possible. Focus on politics, local firearms laws, trends, new products or innovations, and firearms makes and models. The more you can back up your personal experiences with trends and research, the better you will perform as an industry spokesman.

#6: Hold/support regular community events.

Continue to interact with your community regularly. Host various shooting groups (especially women shooting groups) at your range on specific days or nights. Hold IDPA, USPSA, Ruger Rimfire Challenge, or other competitions at your range if possible. Support local organizations like the Boy Scouts of America, law enforcement agencies, and veterans groups. Make sure you plan events well in advance to provide adequate time to advertise and plan them. If you do not give your community enough time to plan to attend or even the opportunity to find out about the events you hold, these will end up damaging you rather than benefiting you.

#7: Maintain Constant Contact.

Never stop building and strengthening your brand. Communicating with your customers, the community, and the gun industry outside of work will help build mutually beneficial relationships. There are too many ways you can do this to list all of them, but here are the ones we feel are most effective when used correctly:

  • Social media – Make good use of Facebook, LinkedIn, Twitter, Google+, Pinterest, and other platforms to provide an easy way for your customers and community to communicate with you. These are great places to talk about events, share pictures, and post how-tos. As the social media population continues to grow, it is ever more important to have an active presence.
  • Craft a newsletter – You do not have to publish a daily, weekly, or even monthly newsletter. It just needs to be consistent and expected. You and your staff are firearms experts, so share that knowledge as much and as often as you can. Newsletters are a great place to put a calendar of events to let people know what is happening at your range and when.
  • Spotlight your employees – You can do this in the newsletter, on social media, through the news, or in your business. If you have an employee that is a trained instructor, excellent with customer service, or anything else that is noteworthy, brag about them.
  • Listen to your customers – You have to listen to your customers and make changes based on what you hear. Your ability to adjust to the needs of customers will determine your success. Actively listen to their suggestions by providing a forum. Include a comments and suggestions section on your website, host surveys through social media, and ask every customer who comes through your doors what is most important to them.

No matter where you are at in your range project, it is never too late to take control of your public image. Remember that your reputation, image, and brand are all living things. The moment you stop feeding and putting effort into them is when they will start to work against you.

Between The Berms: Athena, Goddess Of Gun Ranges

Editors Note: This article was originally published in The Shooting Wire on December 5, 2012. It is being republished here with permission from Editor Paul Erhardt.

The Athena Gun Club is the range your range hopes to be when it grows up.

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Houston’s Athena Gun Club is setting the bar very, very high. Photo: P. Erhardt

Located in Houston, Texas, with something like 100,000 oil industry execs within a few minutes drive, the Athena Gun Club is 39,000+ square feet of ranges, retails space, classrooms, and amenities that sets it far apart from other ranges you’ve visited.

The design and layout of Athena is the brainchild of CEO John Boyert, and his wife (and CFO) Susan Cho, who worked with Houston-based firm Acumen Design to create an overall space and flow – along with a non-traditional firearms shopping experience – that gives the club its very upscale feel.

Upon entering the club the first thing you notice is the front desk, which is more akin to one you’d find in a hotel lobby than at any gun club you’ve seen. It’s located in a huge, open foyer that’s brightly lit, inviting, quiet and immaculate.

It’s at that front desk where you are immediately greeted by one of the club’s 49 uniformed employees who project both professionalism and warm hospitality – again, more akin to that of a hotel than a range – and leave you with the feeling that this is the place you want to come and shoot.

And that first impression, the importance of it on you as a potential member, is something Boyert borrowed from Conrad Hilton’s book. Hilton, of the Hilton Hotels empire, knew a thing or two about the value of first impressions, and considering that the Athena Gun Club sits next door to one of the richest zip codes in the country, Boyert understands how valuable that first impression is to the success of his business.

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The front desk looks like it came straight out of a high-end hotel. Photo: P. Erhardt

To put it simply, everything about the Athena Gun Club is geared towards creating a high-end experience for the visitor – regardless if you are a multi-millionaire executive in the oil industry or the clerk from the mailroom.

Great attention to detail has gone into giving each and every visitor a world-class experience. And why not? They want you to come back.

Boyert has pored over all the available data from the National Shooting Sports Foundation that they’ve compiled to help firearms retailers and ranges. With that data in hand, and Conrad Hilton’s expert observations, Boyert has envisioned the club to be the place you don’t visit just once a month to shoot, but every week.

He explained that the Athena Gun Club is going after “a demographic that other ranges aren’t even targeting” and probably never considered.

For instance, because of the oil industry and corporate rules they have established about firearms on their property, Athena Gun Club will store firearms for its Executive and VIP members. These are individuals who pay a hefty membership fee and a regular monthly fee which provides them access to seven private VIP shooting lanes, on-site firearms storage, a cigar room with fully stocked humidor, private entrance and gun valet services, on top of other amenities and Athena’s always attentive staff.

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To the right of the front desk is the fully computerized rental counter. Photo courtesy of Athena Gun Club

A tour through the VIP area was like walking through the clubhouse or members locker room at a private country club.

In addition to luring in Houston’s business executives, Boyert is also targeting the corporations themselves by providing them a unique off-site meeting place where a sales team can easily have their meeting thanks to standard business tools like WiFi, AV systems, a conference room, and catering (of course).

Though a brand new business that just had it’s grand opening this past weekend, the Athena Gun Club has reached out to build relationships with other local businesses. Not only has Boyert sought out the advise of local restauranteurs – again stealing from the hospitality industry – but he has also lined them up to help cater Athena’s special events and the range’s soon-to-be-opened cafe.

I know what you’re thinking, “Will they have that fried baloney you keep mentioning?”

No, you’ll have to make do with food from the likes of Jimmy John’s Gourmet Sandwiches and Carrabba’s Italian Grill, as well as other local venues Boyert is reaching out to in order to better service the Athena Gun Club members.

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If we told you it was a fine jewelry store you couldn’t tell the difference. Photo: P. Erhardt

Building partnerships is a key element of the business philosophy employed by Boyert and Cho to help them deliver on the Athena promise. One of those relationships, and perhaps the most important one after that with Acumen Design, is with Action Target.

You can’t have a gun club without a range and Boyert literally met with every major shooting range company before settling on Action Target and putting his faith in them to deliver the best shooting experience possible.

And that faith paid off big time as contractor issues put the gun club build-out behind schedule, forcing Boyert to turn a 12-week range install into a 4-week rush job for Action Target.

For those familiar with the Utah-based Action Target, a company with one of if not the best reputations in the industry, it will hardly come as a surprise that not only did the Action Target team get the new state-of-the-art ranges – 26 lanes in all – installed in the 4-week window, but they did it without additional staff or going over budget.

Boyert’s appreciation for Action Target is apparent in the way he speaks about their work as one of their customers, and it reflects the way he sees Athena Gun Club’s members speaking of the club.

In picking other industry partners whose work and reputation reflects the appropriate image for the club, Boyert chose carefully when selecting the brands he’d carry in Athena Gun Club’s store.

When you decide to back everything you sell to your customers with a lifetime warranty you had better pick the right brands. In a retail space laid out more like an Apple Store with gun kiosks reminiscent of SHOT Show displays (instead of those dreary standard glass gun cases), you’ll find Glock, Smith & Wesson, HK, Sig Sauer, Wilson Combat, Kimber, SureFire, Magpul, Galco and others.

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This is what retail product merchandising should be. Photo: P. Erhardt

And all of it at prices competitive in an area serviced by numerous firearms retails, including no less than 20 Academy locations.

It’s difficult to fully capture the essence of the Athena Gun Club experience but it’s one that is totally different than what most shooters have come to expect from their local indoor range. It is refreshing and hopefully inspires other range owners to up their game.

Of course, the obvious question is can an upscale shooting club of this nature survive as a going business concern. I asked Boyert directly how long he thought it would take to reach profitability considering the tremendous investment made in the facility by him and his shareholders. While I fully expected a three, four, or even five year response, I was delighted to hear not only does he see it taking one year, but that expansion to new locations is part of the vision for the future of the Athena Gun Club.

With something like 4,000 people visiting the facility during its grand opening, it looks like the Athena Gun Club is well on its way. And I won’t be surprised if more than a few industry execs find their way to the new club next year when they gather in Houston for the annual NRA Show.

….Hmmm, what an interesting place to hold a new product introduction and media event during the NRA Show.

– Paul Erhardt, Editor, the Outdoor Wire Digital Network