2020 NSSF Range-Retailer Business ExpoTM

2020 NSSF Range-Retailer Business Expo | July 13-15 | West Palm Beach, FL

The Agenda

(Tentative agenda–subject to change)

2020 NSSF Range Retailer Business EXPO Tentative Agenda

Sunday July 12 – Travel Day

12:00PM – 5:00PM – Attendee/Exhibitor Registration

Monday July 13 –

7:30 – 5:30 – Attendee / Exhibitor Registration

7:00 – 8:00 – Breakfast

8:00 – 9:00 – FFL Compliance Connection – 2020 – The latest ATF Form 4473

In this presentation we will review the new Form 4473 with an emphasis on those items that have changed with this revision.  The Sections of the Form have been reorganized, with Section A, the description of the firearm(s) to be purchased, now the first to appear on the Form.  Must it be completed first?  We will talk about the new requirement for the purchaser’s middle name.  Can a middle initial still be used?  Other changes will be discussed in the order they appear on the Form.  Acceptable identification and supplemental identification will be discussed, as will sales to military personnel and to aliens, including non-immigrant aliens.  Potential pitfalls that could result in citations by ATF will be pointed out as the Form is reviewed. There will be a question and answer session.

Jean Zabel – FFL Consultant


8:15 – 9:00 – The Customer Brand Journey: Are You Winning or Losing Customers?

This session will explore the idea of mapping your Customer Brand Journey and Experience (CX). Find ways to improve the overall Customer Experience (CX) at your store with the goal of creating more satisfied customers. You’ll leave this session with resources on how to create your own Customer Experience Mapping.

We’ll focus on:

    1. What are the entry, mid and endpoints of the customer purchase journey in today’s digital world?
    2. Within those distinct journey purchase points (Mobile, Web, In-store, Competition) how are you measuring where your customers are making their purchases?
    3. At each potential purchase point how are you mapping the interactions with your customer that may be putting your facility at risk of losing the purchase and/or customer?

Hank Yacek – Point of Impact Firearms Range & Retail Consulting


8:15 – 9:00 – Business Funding: Exploring the Pros and Cons of Different Financing Options 

Though there are various financing methods to consider, choosing a funding strategy that best meets your project’s goals is a critically important decision.  Weighing bank loan programs, working capital needs, and how much equity to sell to investors, are all important considerations. This session explores the requirements, long-term benefits and risks, and timing for each of the most popular funding methods.

Jeff Swanson – NexGen Range Consulting / Wilshire Gun & Jimmy Neal – Live Oak Bank


9:15 – 11:00 – Getting What You Want Out of Your Business Workshop – General Session

Even the most successful entrepreneurs occasionally find running a business more challenging than they expected. Many work longer hours and get less return on their investment of time and money than they would like.  If these problems seem all too familiar, you’re not alone. In this dynamic presentation, Dan Heuertz will introduce you to the Six Key Components™ of successful businesses. He’ll arm you with a set of simple, practical tools you and your leadership team can begin using right away to get better results.

Dan Heuertz – The Preferred Group


11:15 – 12:00 – OSHA Compliance Connection Part 1 – Is your range prepared for an OSHA inspection?

The Occupational Safety & Health Administration (OSHA) routinely issues citations to firing ranges for a variety of safety and health violations.  Monetary penalties for these citations typically range from thousands to tens-of-thousands of dollars.  However, penalties in excess of $100,000 have recently been issued to multiple ranges throughout the country.  Attend this presentation to find out more about OSHA, the OSHA inspection process, common range violations, and your rights and responsibilities.

Dale Krupinski – MT2


11:15 – 12:00 – Innovative Revenue Streams Beyond the Range & Retail Space

From private events such as birthdays to team building, food kiosks to full-service cafes, cigars to bars, axe throwing to corporate Christmas parties, there are many revenue streams that can easily and cost-effectively be incorporated into your range.  This session explores out-of-the-box ideas to get the next-generation of customers in your doors and keep them there longer, all while increasing your per-person ticket average.  Financial examples and floor plan ideas for these revenue streams will also be shared to provide attendees with action plans to take home.

Jeff Swanson – NexGen Range Consulting / Wilshire Gun


12:00 – 1:00 – Lunch


1:00 – 1:45 – Special Event Guide to Generate Excitement, Door Traffic and Profits

Manufacturer events have become somewhat standardized across the industry. In this session, learn how to change your manufacturer’s sales event, and other events, to truly be a something that clients want to spend some time at and not just for a fly by free t-shirt, sticker or chance to win a gun. Additionally, learn how to create extra events like “Zombie Night” & “John Wick Night” to reach more clients and create excitement around your facility.

Paul Bastean – Ultimate Defense Firing Range & Training Center


1:00 – 1:45 – Increasing Sales to New Customers

New customers to the shooting world have different customer expectations than your traditional/experienced customers.  This seminar will explain those differences and provide an engagement strategy to gain new business.  Attendees will learn the 5E=MS2 (Engage, Educate, Encourage and Empower by you the Expert = More Sales Squared).    

Karen Butler – Shoot Like a Girl


1:00 – 1:45 – OSHA Compliance Connection Part 2 – Lead and Noise Management for Firing Ranges

Did you know OSHA requires exposure assessments to evaluate your range staff’s exposure to both lead and noise?  Ranges cannot simply provide personal protective equipment (PPE) like earmuffs and respirators and move on from the OSHA requirements.  Worker exposure assessments are needed.  These essential assessments are required to determine the applicability of OSHA’s regulations to your facility and to evaluate the adequacy of the PPE provided.  Attend this session to learn how best to manage your lead and noise responsibilities.

Dale Krupinski – MT2


2:00 – 2:45 – Software Solutions to Engage with Customers

Increase your productivity and efficiency by leveraging software solutions. Customer Relationship Management (CRM) software offers solutions that allow you to tailor inventory and special offers to meet your customers’ needs. Today’s technology can help you schedule staff and appointments, post to social media, add new shooters to mailing lists, create automated emails when someone signs up for a class and so much more. Discover all the opportunities during this panel discussion.

Dan Eldridge – Maxon Shooter’s Supplies and Indoor Range, Taylor Hayden – Blackstone Shooting Sports & Jared Sloane – Shoot Smart


2:00 – 2:45 – Cool Range Technology to Improve the Customer Experience

The top reason people visit indoor ranges is to have fun. Focusing on the entertainment and recreational value of shooting is an effective way to attract new customers and motivate your current customers to visit more frequently.  Topics will include:

  • Exploring the cost vs benefit of projection systems and target scoring cameras
  • Finding solutions to reduce wait times while increasing range revenue
  • Entertaining (and training) customers while they wait with interactive range cameras
  • Finding low cost methods to make a high-tech range
  • Identifying common mistakes when implementing new technology

Learn how to leverage this new technology and stand out from the competition!

Bryan Stear – Shoot Indoors / Taper Range


2:00 – 2:45 EPA Compliance Connection Establishing a Hazardous Waste Disposal Plan

Complying with the Resource Conservation and Recovery Act’s (RCRA) hazardous waste requirements requires shooting range owners and operators to understand the federal requirements as well as the variations in state requirements.  We will review a state-by-state compliance matrix to help range owners and operators identify certain state requirements and how they differ from the federal requirements.  Course will include strategies for minimizing your hazardous waste footprint, how to manage your waste based on where you located and how much waste you generate; record keeping, EPA ID numbers, reporting, measuring, marking & packaging, transporting & disposal.  Issues affecting both indoor and outdoor ranges will be discussed.

Jason Smith – Firing Range Services / Legends Indoor Range


3:00 – 3:45 The Media – Friend or Foe?  Deal with the Media Effectively and Use it to your Advantage

Our industry, our businesses, and current events inevitably attract the media. This talk will delve into methods of how to become more comfortable and strategic in using the media to our advantage.

  1. Reach out – Don’t be Passive
  2. When the media calls
  3. Friend or Foe – how to really know the difference
  4. You are in control. How to handle an interview
  5. Damage control
  6. How to use the media to your advantage
  7. Why it’s a win for you?

Carrie Lightfoot – The Well-Armed Woman


3:45 – 4:00 – Afternoon Break


4:00 – 4:45 – Hire Rock Star Employees

Smart hiring is crucial for any business, but even more so for the firearms industry.   After all, you’re not selling widgets. So how do you find good people?  And once you find them, how do you keep them? Amanda Justino and Deborah Spangenberg share their comprehensive, step-by-step procedures to hiring, training and retaining rock star employees.

Amanda Justino & Deborah Spangenberg – RTSP


4:00 – 4:45 – Used Guns 2.0: Advanced Techniques to Maximize Profits

This session will focus on more advanced and actionable ideas presented in the Used Gun session at SHOT Show 2020. Topics will include…

    1. How to increase the volume and quality of used firearms that come into the store
    2. Techniques to optimize the price you pay for used firearms
    3. How to increase the rate you get access to collections of firearms
    4. Activating your customer base via used guns (Special events, predictable surges in new used guns to drive traffic, etc…)
    5. Head Hunting for used guns to speed up sales and get cheaper guns
    6. Measuring and monitoring the in-store used gun investment
    7. Ways to get rid of dead or hard to sell used guns

Hank Yacek – Point of Impact Range & Firearms Retail Consulting


4:00 – 4:45 – Demystifying Business Valuation and Exit Strategy:  Build a Business You Can Sell Someday

Everyone exits their business at some point, whether by choice or by chance. Savvy business owners prepare their exit strategy years before an exit. Being prepared and ultimately deciding to exit on your own terms is one of the most important decisions you can make and it’s critical to have the right information, the right plan and the right people by your side.

Topics include:

  • What are your options for exiting?
  • What can you do to make your business more sellable?
  • What’s your current estimated business value?
  • How do you identify prospective buyers?

Exit Strategy experts Ben Brickweg & Frank Medina will walk you through everything you need to start thinking about and planning an eventual business exit.  You’ll learn street-smart strategies for building a valuable and sellable range business. All attendees will receive a complimentary exit strategy planning workbook courtesy of NexGen Range Consulting and Sagewood Advisors.

Ben Brickweg – Sagewood Transaction Advisors LLC. & Frank Medina – NexGen Range Consulting



Tuesday July 14

8:00 – 8:45 – Welcome from NSSF President / Presenting Sponsor “USCCA” Presentation


9:30 – 5:30 – Explore the EXPO Floor


11:00 – 11:45 – Failing Forward – Transforming Business Breakdowns into Opportunities Before It’s Too Late

Experiencing setbacks is part of life for every business owner; from overbuilding and being undercapitalized, to poor floor layout and lack of progressive profit centers.  Success comes from recognizing these obstacles and taking action to overcome them.  This engaging session explores business failures, lessons learned, and strategies to implement, as witnessed by two industry experts that have seen their share.

Doug VanderWoude – Range Systems & Jeff Swanson – NexGen Range Consulting / Wilshire Gun


2:00 – 2:45 – Identifying Effective Channels to Market & Advertise Your Business

Shooting Range markets and demographics differ greatly.  Many ranges think of marketing and advertising as a necessary expense rather than a revenue and profit generator.  In this session learn innovative techniques to promote, advertise and market your business.  We’ll cover how to critically assess and measure whether your marketing is working and making you money. Understand what a new customer is worth and how to tailor your advertising and marketing spending for a maximum and targeted effect.  How do you know how much to spend and where?  We’ll cover the various media with real life examples on measuring and increasing your effectivity.

Ty Eggemeyer – Keystone Shooting Center


3:30 – 4:15 – Good Buys and Bad Buys: You Make Your Money When You Buy It Not Sell It:

This session will focus on reliable techniques to determine if inventory deals are the best deal for your individual store. What might be a great deal for one store may be a horrible deal for another. Topics will include…

    1. Understanding the “Cost of Cash”. Participants will get a worksheet to take back home that will walk them through how to calculate their own Cost of Cash for their business.
    2. Emphasizing the need for a quality Point of Sale system to be able to predict inventory needs and demand
    3. Exploring the differing values of Discounts, Dating, and Anticipation when buying inventory

Once these topics are covered the bulk of the session will then take the audience (with worksheets) through some exercises to help them calculate the true value of a “deal” being presented on their own.

Hank Yacek – Point of Impact Firearms Range & Retail Consulting & Doug Vanderwoude – Range Systems


4:30 – 5:15 – Boosting Participation in Your Training & Education

For shooting ranges, training and education are typically the products that have the highest margin potential with the least amount of product competition. Learn how to market your courses to get people in the classroom not only for the first time, but how to get them back in the classroom for additional training. Additionally, learn how to structure your training programs to directly lead to range usage membership sales as well as developing customer loyalty in retail product sales.

Paul Bastean – Ultimate Defense Firing Range & Training Center


5:30 – 7:00 – Cocktail Reception

Kick back, enjoy some refreshments, and build relationships with your fellow firearm range and retail colleagues.



Wednesday July 15

8:00 – 11:30 – EXPO Show Floor Hours


8:30 – 9:15 – Membership Strategies – Lessons from the Fitness Industry

David Sabo and Jeff Swinford cut their professional teeth as a Top 5 Multi-Unit Franchisee for Entrepreneur Magazine’s No. 1-ranked Global Fitness franchise. From there they successfully transitioned to the shooting sports industry, conceptualizing their 24-lane indoor shooting range, the Midwest Shooting Center in Cridersville, Ohio, with a business model based on the long-term sustainability of building a membership-centric business by adapting the lessons in membership program design and management they’d learned from the fitness world.  During this session they will share how directly mirroring the membership structure from their operation of the largest fitness franchise in the Midwest catapulted their indoor shooting facility to profitability in less than 10 months from opening. It’s an eye-opening discussion on the power and predictability of a well-executed membership program, and one any range seeking increased profits won’t want to miss.

Jeff Swinford & David Sabo – Midwest Shooting Center


10:00 – 10:45 – Implementing a Margin Enhancement Program

In this session we will cover “how to make more money” using a well thought out margin strategy. Implementing a sound margin strategy using data organized for data driven decision making will typically increase margins by 3-5% at a minimum.  Can you afford to give this up?

We’ll cover:

  • Tailoring your retail assortment, brands and conducting smart category management
  • Buying smart-learn to factor in total cost including factors such as potential obsolescence
  • Better tactical pricing using data driven decisions
  • Emphasis on total profit and return vs. % (i.e. you “eat dollars not percentages”)

Ty Eggemeyer – Keystone Shooting Center & Ed Santos – Center Target Sports

2020 Sponsors


U.S. Concealed Carry Association


Air Filters Inc.
Carey's Small Arms Range Ventilation
Mission First Tactical


View Sponsorship Opportunities for the 2020 NSSF Range-Retailer Business Expo
and see how you can elevate your brand.

If you have any questions reach out to:

Chris Tatulli
T: 203-426-1320 ext. 214

Tammy McIntyre
T: 203-426-1320 ext. 253