Pre-SHOT Show Press Release

33rd SHOT Show Will Showcase Best in
Shooting, Hunting and Law Enforcement Products

LAS VEGAS — Having weathered the recession better than many, firearms industry professionals are looking forward to the annual Shooting, Hunting and Outdoor Trade (SHOT) Show, where they’ll get a first look at the new products and services they hope will excite their customers in 2011.

While the U.S. economy was mired in recession, sales of firearms and ammunition climbed to record-high levels from late 2008 through early 2010. Since then, sales have remained generally robust. What lies ahead for this $4 billion industry? “We certainly hope to continue bucking the sluggish economy,” said President and CEO Steve Sanetti of NSSF, the industry’s trade association and owner of the SHOT Show. “People have shown their enthusiasm for shooting and hunting and are still buying at near-record level purchases. Our sports are as popular as ever; USA Today even called hunting ‘recession proof.’ The buying activity at the SHOT Show will give us a first look as to how the industry will fare in the coming year.”

More than 50,000 industry professionals will attend the SHOT Show at the Sands Expo and Convention Center in Las Vegas January 18 to 21. On display will be the latest in firearms, ammunition, outdoor clothing, cutlery, optics, law enforcement equipment and related products and services. The largest trade show of its kind in the world, the SHOT Show attracts buyers from all 50 states and more than 100 countries.

The Sands was stretched to capacity by the 2010 SHOT Show, one of the largest events the venue ever accommodated. In response, NSSF encouraged the facility’s management to make improvements. “A number of creature-comfort enhancements such as a new escalator system, widened aisles, added seating and better signage have been added,” said Chris Dolnack, NSSF’s senior vice president and chief marketing officer. “We listened to the feedback of our attendees after the last show and made as many improvements as possible. As a result, we anticipate a great event.”

NSSF will present its State of the Industry Dinner on the first evening of the show, where the Foundation will kick off its 50th anniversary celebration and present its achievement award to a most-deserving recipient.

At the SHOT Show, manufacturers, wholesalers, retailers, publishers and wildlife conservation groups gather to conduct business, exchange ideas, renew contacts and reaffirm the unity that has been the hallmark of the shooting sports industry in these challenging times.

For retailers, the SHOT Show provides a one-of-a-kind opportunity to gain a hands-on education about the products they’ll be discussing with their sportsmen customers. New products seen at the SHOT Show will arrive later in the year at retail stores.

Manufacturers and distributors display a broad range of products in categories including firearms, ammunition, law enforcement, tactical, reloading, custom manufacturing, scopes and sights, gun locks, gun cases and cabinets, binoculars and rangefinders, shooting range equipment, targets, training and safety equipment, archery, hunting accessories, hearing and eye protection, tree stands, scents and lures, cutlery and sharpeners, GPS systems, holsters, apparel, leather goods, game calls, decoys and more.

Outdoor media turn out in force at the SHOT Show–more than 1,700 are expected–to cover the introduction of products and to report on stories associated with the firearms and outdoor industry. This year’s show features a larger, redesigned press room to accommodate the growing number of outdoor and mainstream media who attend the show.

With practically all segments of industry in attendance, the SHOT Show provides a perfect setting for organizational and educational meetings. On the day before the show opens, retailers take advantage of SHOT Show University to learn from experts about new marketing strategies, e-commerce, store financials and compliance with federal regulations. Additional seminars for retailers run during the show and feature presenters from the Bureau of Alcohol, Tobacco, Firearms and Explosives and the National Instant Criminal Background Check System. Additional seminars are tailored for law enforcement attendees.

Industry professionals who cannot attend the show but want to keep track of all that is happening at SHOT can do so at www.shotshow.org.

Media contact: Bill Brassard, National Shooting Sports Foundation