Author: Marketing Action Target

Raising Returns on the Range

Posted on by Marketing Action Target

A range is a business. Despite the fact that many people end up turning range operation into a humanitarian effort by working more than 90 hours a week, it must be remembered that most people chose to run a range for the purpose of financial gain. Similarly, the goal for most facilities is to be profitable. However, this is always more difficult to execute than it initially seems. This causes us to ask the question: how can a range raise more of a return on investment?

Action Targe Indoor Firing Range ProductsFirst off, it must be remembered that the range exists as the profit center to the business. Secondly, a decision needs to be made in regards to the operations of the range. In regard to the commercial value of a range, there are typically two lines of thought in the industry: one is to combine the range with the store, and the second is to not.

If one were to do the simple math of operating a range, the numbers would not point to a viable business plan with the proper rate of return. In contrast, an indoor range working in conjunction with a properly operated store has the ability to produce a significant return on investment and be of great value.

A quick example might be helpful to understand this line of thought. A client comes into the range store and has a desire to purchase a gun for self-defense. Not being familiar with different firearms, the employee in the store can offer consultation and recommendations as to what might be the best choice. Now, if the store were equipped with a shooting range, it would be very easy to take this client onto the range with two or three different guns and to let them have some practical experience to aid in the sale. After the client has first-hand experience with each of the choices, it is much easier to properly guide the clients to make the best choice for their set of circumstances and needs.

Using this small example above, it is easy to see how a range really does have the ability to turn a good store into a great store. This is not a question of price—this is a question of service. The ability to serve the client does matter. While true that today’s marketplace faces the challenge of customers being able to access a limitless amount of information online, in this market, the store that provides a quality service will always prevail.

“If you build it, they will come.” It is always the hope that this adage will prove to be true, and oftentimes ranges are built under that assumption. However, those who run the range must remember that the business plan is the most important thing to take care of because it is what makes sure there is money coming into the register when people visit their range. Whatever programs are initiated for the facility, remember: there must always be a return on investment.

For more help in making your range economically viable and to increase your return on investment, contact your Action Target Territory Manager.

Action Target Produces Portable Target Course Book

Posted on by Marketing Action Target

Firearms instructors and administrators have an obligation to officers and to the public they serve, to do everything possible to ensure their firearms training and qualification programs are all they can be. However, many programs around the country struggle to provide realistic and quality training for their officers and there is often a lack of resources to help remedy such problems. That is why Action Target has developed a course book for their Portable Targets.

The specific purpose of the Portable Target Course Book is to “ensure trainees a program that is designed to develop trainings that are safe, test fundamental skills, increase and enhance movement, improve the target selection thought processes, and enhance overall tactical awareness.” Action Target’s Portable Targets have become an industry standard and leader and the course book allows for a better overall training experience.

Trainings must be expansive enough to test the trainees in as many ways as possible. Using the course book, trainings intentionally provide a more difficult setting than the typical experience might call for. In order to truly help an officer through training, the training must incorporate more movement, more rounds fired, greater difficulty of targets, multiple target acquisition, and more reloading situations. They must also include low-light shooting and one-handed operation of the gun to truly prepare an officer. Remember, the more difficult the training program is, the better prepared the officers will be to survive a lethal force encounter without injury to innocent parties.

The Portable Target Course Book is made available to anyone for any training purposes. People are welcome to use, copy, and modify the courses offered in the course book in order to help their trainings become top-notch. The courses are most effective when they are used as a foundation for more specialized exercises that will reflect individual training needs. After all, these courses should not be seen as an end, but as a beginning.

To download your free copy of the Action Target Portable Target Course Book, visit https://www.actiontarget.com/portable-targets and use the link at the bottom of the page in the “Related Pages” section.

Dust Collection Technology on the Range

Posted on by Marketing Action Target

Action Target has worked closely with Carey’s Heating and Cooling to provide industry-leading ventilation systems that improve the safety of ranges around the country. However, it is sometimes unclear as to why ventilation systems are needed in the first place. For this reason, this week’s Action Target Journal explains why such systems are essential in today’s ranges.

Every time a bullet impacts the plate in a steel bullet trap, there is a small amount of dust (bullet fragments) that is generated from the collision. However, with dust collection technology, as the bullet enters into the chamber of the bullet trap it takes in air with it. Because the chamber is a sealed environment, taking in this air creates an element within the high-pressure chamber. A dust collection system is required because of the air that is brought into the chamber. One of the technologies Action Target has developed to optimize dust collection is called Negative Pressure Technology. To better understand this concept, let’s look at an example.

Imagine a person holding a glass in their hand as if they were going to take a drink from it. Then, imagine the person placing a cotton ball on the closest part of the rim of the glass. It would be impossible for them to blow the cotton ball to the other side and have it land on the opposite edge.

Action Target's Total Containment Bulle TrapThis is the same concept that is taking place when a bullet travels into the bullet trap. In front of the bullet there is a large wall of air that is being pushed into the trap. When a supersonic crack sounds, what is actually happening is that the bullet is breaking the shockwaves of air. This same air is what is being pushed in the bullet trap. If there were no dust collector on the bullet trap, the overpressure of the air entering the trap would collect surrounding particles and lead dust and shoot it back onto the range. This is where the dust collector becomes essential. The dust collector enables a negative pressure to be established inside the bullet trap, and it functions at a rate that is high enough to overcome the bullets and air pressure entering the trap. Referring again to the example of the cotton ball and the glass, if there was no back on the glass it would be easy to push the cotton ball to the rear of the glass by blowing on it. This is possible because there is no overpressure in the glass.

Although many other systems have attempted to use Action Target’s patented negative pressure technology, none have succeeded. Action Target continues to hold the patents on the negative pressure systems utilized in many bullet trap chambers and this system continues to provide a pressure and cleaning method that allows the minute particles of lead to be picked up and safely gathered together for recycling.

To learn more about Action Target’s dust collection technology visit, https://www.actiontarget.com/indoor-shooting-products/ventilation-systems.

Removing Roadblocks with the Action Target Academy

Posted on by Marketing Action Target

In 650 B.C., Archilochus said, “We don’t rise to the level of our expectations; we fall to the level of our training.” Although this saying is thousands of years old, it still holds true today. In a way, it governs Action Target in its training development.

Action Target Academy LogoAction Target developed the Action Target Academy (ATA) to provide world-class firearms and range development training to agencies and individuals throughout the country who have not had the opportunity to train with Action Target Portable Targets. The entire foundation of Action Target’s approach to firearms is embodied in the Action Target Academy. In today’s industry, there are many roadblocks to having successful firearms trainings, but ATA courses examine the challenges facing today’s firearms training requirements, shooting range management issues, and also demonstrates how using modern shooting range equipment helps alleviate roadblocks, creating safe and efficient firearm programs.

Action Target found recent success through their academy. Both the Phoenix Police Department and Maricopa County in Arizona invited Action Target to come and teach some of their firearms instructors. The course gave both law enforcement departments a chance to experience a full line of portable targets under various scenarios that tested and evaluated their combat shooting skills. In addition to learning how Action Target Portable Targets can be used in everything, from basic marksmanship to advance combat tactics, both groups participated in live fire drills, creating a more realistic approach to training. More importantly, they learned how easy designing an effective job-related firearms training scenario can be. ATA realistic training scenarios prepares shooters for the real thing and also allows participants to mirror the psychological response of combat stress, helping them to define how they would engage in real life combat.

Host an Action Target Academy event and learn more about topics such as: the realities of today’s gunfight, qualifications versus training, legal and financial consequences of inadequate training, shooting range design, and equipment. To find out more about removing the obstacles keeping your agency from training as you would fight, please visit: https://www.actiontarget.com/shooting-academy or contact Richard Matthews at [email protected].

Action Target and the NRA Continue Long-Lasting Relationship

Posted on by Marketing Action Target

The sport shooting and firearms training industries are always changing, but there is one thing that never has changed and never will – relationship building. Years ago, when Action Target was just getting started in the industry, a friendship was formed between Action Target and Ray Chapman at the Chapman Academy in Missouri. This relationship blessed Action Target for many years. Many people knew Ray Chapman well and understood that he was a passionate and highly intelligent participant in the sports shooting industry and in the discipline of firearms training. He truly improved the industry and his foundation continues to built upon today.

Action Target continues to benefit from its relationship with Ray, along with its relationship with the NRA and continually strives to be a strong supporter of the NRA in return. Today, Action Target’s long-term support with the NRA extends far beyond the annual Bianchi Cup in Columbia Missouri; Action Target also regularly supports the NRA Range Design Committee.

John Joins, Head of the Range Design Committee, has put together a stellar program to provide vital information for a successful project to those who are considering building a range. This program is delivered throughout the country and sells out over and over again. Although the upcoming event in Atlanta is booked for this year, interested parties can visit the NRA website and book a time slot for the San Diego event, which will be held in a few short months. Action Target will be at the conference and will be available to answer any questions that people may have about its products. Be sure to ask one of the Action Target range consultants for a copy of its new book, Commonly Asked Questions in Range Design. This book, which will be available on April 1st, answers many questions commonly asked by individuals trying to build a range, compiling them into an easy-to-read and informative manner.

Action Target makes an effort to be at most of the major trade shows in the law enforcement, military, and consumer industries. Another event it will attend is the annual NRA Annual Meeting and Exhibit Convention held in St. Louis from April 13-15. While there are many things to do while visiting St. Louis–like visiting the Gateway Arch or Cardinal Stadium–the best thing will be attending the conference itself, rubbing shoulders with others, and seeing what’s new on the show floor. The convention gets bigger and better each year and Action Target hopes to see you there!

Remington Wins 2012 Action Target Safety Award at SHOT Show

Posted on by Marketing Action Target

Now in its sixth year, the Media Day at the Range is the biggest media event in the world for the hunting and shooting industry and Action Target has been a supporter from the beginning. The Action Target Safety Award was created to acknowledge the Media Day exhibitor that fostered the highest level of firearms safety during the shooting event. Receiving the only perfect score among 70 fellow exhibitors, Remington Arms earned this year’s Action Target Top Safety Award.

Tactical Innovations was hired by Media Day at the Range to develop a scorecard and provide eight safety auditors to judge the 70 plus shooting exhibitors. The score was determined by basic safety criteria such as providing hearing and eye protection, controlling ammo, and safe handling of firearms on the firing line. The scorecard also awarded points for higher levels of safety such as posting rules, having a first aid kit at the shooting station, having a shooting coach at the station, and other necessary safety procedures.

Remington Arms was awarded the trophy at the Action Target SHOT Show booth during the first day of SHOT Show 2012. Not only did Remington win the trophy and bragging rights, but they received $3,500 toward next year’s fees. Congratulations to Remington Arms for a job well done!

New Addition to The Action Target Journal

Posted on by Marketing Action Target

To Our Action Target Journal Readers:

We want to thank each of you for making 2011 a great year for Action Target. Over the last 26 years, Action Target has been proud to provide training equipment for the police, for the military, and for the sport shooting industry as a whole. We are thrilled by the success of our weekly newsletter, The Action Target Journal, which has now kept our law enforcement, military, and the general shooting industry informed for more than a year.

The goal of our weekly newsletter is to inform our loyal readers about the happenings and developments within the firearms industry. Due to the enormous success and participation in our newsletter and to better fulfill the needs of our readers, Action Target is proud to announce that starting March 2012, we will begin publishing two separate Action Target Journal newsletters each week.

Because our readership has grown to cover a diverse group of readers, having two weekly articles allows us to better meet the different needs of a greater number of our readers. One newsletter will focus on law enforcement news and events while the other focuses more on the sport shooting community. Both newsletters will continue to offer Steel Deals and readers are more than welcome to participate in both newsletters. We are confident the additional newsletter will continue to be beneficial in delivering timely and relevant articles to readers.

Again, thank you to everyone who has participated in the newsletter and has offered suggestions and input. We want you to know that we do listen and value your needs and opinions. If you have any comments or feedback regarding our exciting new newsletter addition, please contact us or post your comment to this article.

Sincerely,

Addison Sovine
Co-Founder
Action Target, Inc.

Law and Order (Part Two)

Posted on by Marketing Action Target

Written by Keith Mehlin

Editor’s Note: This article was originally published on September 2, 2010. Due to the popularity of the article and the number of new subscribers since it originally went out, Action Target has decided to republish this two part series.

(Continued from last week…)A local firm was hired for the design of the range. We simply told them that we wanted indoor/outdoor ranges, how big we wanted them, and that we wanted classrooms large enough to seat 100 students at tables, which could also divide into smaller rooms. They did a tremendous job in laying out a preliminary plan. Both the police department and the sheriff’s department had firearms instructors who had visited an Action Target built range in Utah to observe that design. Those instructors, the sheriff and I sat down with the designers and came up with the final plan.

One of the largest learning curves for me was how to handle the air and lead contamination in the indoor ranges. One of the best decisions we made was to take the advice of Action Target and use a vendor out of Chicago who has been involved in building ranges around the world. The knowledge they brought to the project was invaluable.

One example of their contribution dealt with what came to be the final layout of the range. We had originally wanted a 20 station, 25-yard indoor range, a 10 station, 50-yard outdoor range, and a 5 station, 100-yard outdoor rifle range. During one of the pre-construction meetings, the representative from Careys, which was the range air handling vendor, asked if we normally had more than 10 people doing firearms training at one time. We normally do our training on the shift and do not have more than 6 or 8 officers at one time shooting. He suggested that we put a wall down the center of the indoor range, thus making two 10 station 25 yard ranges. That way we would only have to run one air handling system at a time under normal situations, saving us a tremendous amount of utility money over the long haul. It would also give us another range which gives us more flexibility when we schedule other agencies.

We ended up with a training facility that consists of two, 25 yard 10 station indoor ranges with state of the art Action Target computerized target systems and a 50 yard, 10 station out door range with the same target system. The ranges have outside doors in which we can pull vehicles onto the range or place anything we need to use to train in cover and concealment on the ranges. We were unable to obtain enough money to build the rifle range, however the building was designed so that that range could be added on at a later time.

The facility also has classrooms with removable walls. We can seat 100 students at tables with the walls removed, or have three classrooms that each seat about 35 students. All three classrooms have computers attached to LCD projectors for visual presentations. There is a wireless internet system throughout the entire building. We were able to physically separate the classrooms from the indoor ranges so you have little or no noise from the ranges while you are in the classrooms. We also have a weapons cleaning room with numerous stations. All stations have compressed air available for the cleaning of weapons. There are locker room facilities and a large break room that overlooks the entry way. The outdoor range has a separate control building that is also used for storage. There are bleachers near the outdoor range for times that an instructor needs to get the students together to stress a point or instruct all in a specific technique.

If I could give one piece of advice to those contemplating a new range, that would be to make sure that you have a competent person to oversee the construction of the building. We were quite fortunate to have access to the Council Bluffs Building Superintendent, Dennis Kuhlmann, who oversaw the entire project, from initial planning to the final walk-through. He has extensive experience in new building projects and was an invaluable asset to us during the entire project. Because of his experience and expertise, we avoided a lot of snags and problems as he took care of them with the general contractor, Action Target, and Carey’s.

To be able to work on and be part of a project that gave our officers one of the nicest training facilities in the country was quite satisfying. The range and classrooms have been accepted by both the instructors and the officers who are trained there. Practically all of the agencies in the Omaha metro area have either used the range or toured it and I have not heard one negative comment. I thought for sure that we would hear at least a couple of “you should have done this”, or “you should have done that” comments, but we have not heard one. We held an open house for the public which was very well attended. All of the community members who toured the facility were impressed. It all came together quite nicely and we are quite proud of the facility.

I don’t think that there are any major changes that we would make if we could do it over again. Adding the 100-yard rifle range would be one of course, and I believe that we will add that in the near future. Other than that, we are quite pleased with how the facility turned out. It meets our expectations quite nicely. We now can train regardless of the Iowa winters, do night training at high noon, and still train in inclement weather on the outdoor range. We have state of the art classrooms for other types of training and meetings which are available at all times. Over all we are very pleased and proud to have this training facility for the officers of Southwest Iowa.

Law and Order (Part One)

Posted on by Marketing Action Target

Written by Keith Mehlin

Editor’s Note: This article was originally published on August 26, 2010. Due to the popularity of the article and the number of new subscribers since it originally went out, Action Target has decided to republish this two part series.

The Council Bluffs Police Department had an outdoor 50 yard range for 30 years plus located near the Council Bluffs Airport. This range was built in a large depression which was protected by dirt berms on all sides, including a wall of dirt approximately 20 feet high behind the target area. Approximately 5 years before the range was closed we had added computer controlled turning targets from Action Target and a two story control tower. The tower was built with the help of the FBI. Our range was built in such a way that we could easily place vehicles, both cruisers and simulated suspect vehicles, and other types of items to simulate cover and concealment on the range, quite easily. We also had a small structure in one corner of the range that we could use as a shooting house.

The Department scheduled four firearms training sessions yearly for all sworn officers, which were integrated with defensive tactics training. Our tactical team would shoot once a month. Having been a firearms instructor and defensive tactics instructor myself, I know that we were consistently providing for our officers realistic training that would mimic as best we could combat situations on the street.

Once we added the computer controlled target system and the control tower, we did not feel that we were lacking anything. At that time we had no patrol rifle policy so the 50 yard range was adequate for our needs. Nor did we have any safety issues for the officers using the range, which at the time was being used by 24 different agencies in the Omaha metro area. We were not getting any rounds coming back at the officers from the berm behind the target area. We had mined the lead some years before and it appeared to us that it did not need to be done again. We also had no liability issues on the range as far as officers using the range. We had not had an accident or serious injury on the range for the 32 years that I have been a police officer here. The only injury that I can recall came from a top strap blowing on a revolver several years ago, and fortunately that injury was not serious. We were under the impression that with the improvements that we had made, we were good to go for at least another 30 years on the range. Little did we know that was about to change very quickly.

Our troubles began in mid summer of 2002. One of the tenants at a hangar claimed that he had heard a deflected round hit the roof of the metal hangar when he was working on his airplane. He went to the city and the police department and demanded that we immediately close the range. We did not close the range but did an investigation and concluded that a deflected round did leave the range and land on the roof. We contacted Action Target, who immediately flew out and inspected the range. They made some recommendations, which were implemented, and we continued to use the range, believing that was an isolated incident and that we had fixed the problem. This did not please the individual whose roof the spent round landed on.

A few months after that, this same individual made another complaint outlining the same circumstances; however, this time he had the spent round as evidence. After a very brief investigation, we were able to determine that the rounds that were being fired on the range that day were not of the same caliber of the spent round that this person offered up as evidence. Again, we thought we were safe and continued to operate the range.

Action Target Law and Order

That all changed a few weeks later when several construction workers, who were working on a building project near the range, reported hearing deflected rounds going over their heads while they were working. I immediately closed the range because of safety concerns. While we will never know exactly how long rounds had been leaving our range, we feel that we became aware of it because of the encroachment upon the range by an airport expansion project and other building projects near the range. Before those projects, we were isolated enough that spent rounds leaving the range was not a recognized problem.

It was at that point we knew that we needed a new range. Not only were we suddenly without a place to train with our firearms, so was 23 other federal, state, and local agencies. I will always remember the feeling of despair when I realized that my officers and many other officers were suddenly without an adequate place to train to defend their lives and the lives of the people they were sworn to defend. We had to build a range.

The questions that we had when we faced up to the task was where to find the money, where to put the range, how big to build it, and what type of range equipment did we want to use. I knew that I wanted to build the best training facility possible for the officers, but I had no idea how to go about it.

Because the city had been caught flat footed with the range suddenly closing without warning, money was definitely the biggest problem. I decided to attack the problem on three fronts: local money, federal money because several federal agencies used the range, and through a local foundation. Early on in the process I came to realize that without more local involvement, the federal and foundation money would not come into play. I contacted Sheriff Jeff Danker, Pottawattamie County Sheriff, the county in which Council Bluffs is located, and we agreed to make this training facility a joint city county venture. After that decision, and jumping through a lot of political and bureaucratic hoops, local, federal and foundation money was obtained for the building of the training facility.

The research and planning stage actually went quicker than I anticipated. We already had a history with Action Target and were pleased with their target equipment and level of service. I had no knowledge of Action Target bullet traps, or any other traps on the market, but I knew that my biggest concern beyond safety was ease and cost of maintenance. After a short amount of research, I thought that Action Target had the corner on the market on ease of maintaining and simplicity of a bullet trap. The decision was made to go with that company for range equipment.

(This article continues in next week’s newsletter)