Category: Commercial Shooting Ranges

What is a tac house?

Posted on by Troy Olson

The tac house, or shoot houses, are places where military and police practice real-life close quarters scenarios for training purposes. The simunition shoot house plays a crucial role in preparing personnel for various tactical operations, enhancing their skills in a controlled yet realistic setting. In this blog, we will explore the concept of a tac house, its design, the benefits of modular and portable versions, and why they are essential in modern tactical training.

Custom tac house built for enhanced training

Understanding Tac Houses

A tac house, short for tactical house, is a training facility designed to replicate different environments that military and law enforcement personnel may encounter in the field. These structures are meticulously planned to provide realistic training scenarios, allowing trainees to practice room clearing, hostage rescue, and other tactical operations.

Tac houses are built to be versatile and adaptable. They can mimic residential homes, commercial buildings, or any other structure that personnel might need to enter and secure. This versatility makes them invaluable for training, as they provide a safe space to practice high-risk maneuvers without the dangers of a real-world operation.

Modular TAC House creates realistic training

Shoot House Design

The design of a shoot house is critical to its effectiveness. A well-designed shoot house will offer a variety of layouts and configurations to challenge trainees and prepare them for different scenarios. Key elements of shoot house design include:

  • Versatility: The layout should be easily changeable to simulate different environments. This could involve movable walls, doors, and windows.
  • Safety: Safety is paramount in a shoot house. Materials used in construction must be able to withstand live fire and prevent ricochets. Additionally, the house should include safe areas for instructors and observers.
  • Realism: To provide effective training, the shoot house must closely mimic real-world environments. This includes the use of realistic furniture, fixtures, and other props.
  • Visibility: Good lighting and visibility are essential, both for the trainees and for the instructors who need to monitor the training exercises.

Types of Shoot Houses

There are several types of shoot houses, each designed to meet different training needs. The main types include permanent, modular, and portable shoot houses.

Permanent Shoot Houses

Permanent shoot houses are fixed structures built to provide a long-term training environment. These facilities are often found at military bases or specialized training centers. They offer a wide range of training scenarios and are typically equipped with advanced features like live-fire capabilities, multiple story levels, and integrated surveillance systems.

Permanent tac house built overseas to support training scenarios

Modular Shoot Houses

Modular shoot houses are designed for flexibility. These structures consist of pre-fabricated modules that can be assembled and reconfigured as needed. This allows trainers to quickly adapt the layout to different training scenarios. Modular shoot houses are ideal for facilities that need to provide a variety of training environments without building multiple permanent structures.

Portable Shoot Houses

Portable shoot houses offer the ultimate in flexibility and convenience. These structures can be transported and set up at different locations, providing on-site training opportunities. Portable shoot houses are particularly useful for agencies that need to train personnel in remote or varied environments. They are also cost-effective, as they eliminate the need for permanent training facilities at multiple locations.

Benefits of Tac Houses

Tac houses offer numerous benefits for tactical training. Here are some of the key advantages:

  • Realistic Training: Tac houses provide a controlled environment where trainees can practice real-world scenarios without the associated risks.
  • Skill Development: By simulating different environments and scenarios, tac houses help personnel develop a wide range of skills, including room clearing, teamwork, and decision-making under pressure.
  • Safety: Training in a tac house allows personnel to practice high-risk maneuvers safely. The structure is designed to minimize the risk of injury, even during live-fire exercises.
  • Flexibility: Modular and portable shoot houses offer the flexibility to adapt training scenarios to specific needs. This ensures that trainees are prepared for a variety of situations.
  • Cost-Effective: While the initial investment in a tac house can be significant, the long-term benefits and cost savings make it a worthwhile investment. Tac houses reduce the need for multiple training facilities and allow for more efficient use of training resources.

 

Force on force training in the training ammunition combat house

 

Tac House Design Features

Designing a tac house involves careful consideration of several key features. These features ensure that the structure is safe, realistic, and effective for training purposes.

Ballistic Protection

One of the most critical design features of a tac house is ballistic protection. The walls, floors, and ceilings must be constructed from materials that can withstand live fire. This prevents bullets from penetrating the structure and reduces the risk of ricochets. Common materials used for ballistic protection include steel plates, ballistic rubber, and specially designed ballistic panels.

Soundproofing

Soundproofing is another important consideration in shoot house design. Training exercises often involve the use of firearms and explosives, which can generate significant noise. Soundproofing helps to contain the noise within the shoot house, minimizing disruption to surrounding areas and protecting the hearing of trainees and instructors.

Observation and Monitoring

Effective training requires the ability to observe and monitor exercises. Shoot houses are often equipped with surveillance systems, including cameras and microphones, to allow instructors to watch and listen to trainees in real-time. This enables instructors to provide immediate feedback and ensures that exercises are conducted safely.

Adjustable Layouts

As mentioned earlier, versatility is key in shoot house design. The ability to adjust the layout of the shoot house allows trainers to create a wide range of scenarios. This can involve movable walls, doors, and windows, as well as interchangeable furniture and props. Adjustable layouts keep training exercises fresh and challenging, helping trainees develop a broader set of skills.

The TAC House can be quickly assembled

The Importance of Tac Houses in Training

Tac houses are essential for modern tactical training. They provide a safe and controlled environment where personnel can practice high-risk maneuvers and develop critical skills. Here are some of the reasons why tac houses are so important:

  • Preparation for Real-World Scenarios: Tac houses allow trainees to practice realistic scenarios, preparing them for the challenges they will face in the field. This includes everything from routine operations to high-stakes missions.
  • Teamwork and Communication: Effective tactical operations require strong teamwork and communication. Tac houses provide a setting where trainees can practice working together, coordinating their actions, and communicating effectively under pressure.
  • Stress Management: Tactical operations can be highly stressful. Training in a tac house helps personnel learn to manage stress and make decisions quickly and effectively in high-pressure situations.
  • Confidence Building: By practicing in a realistic environment, trainees build confidence in their skills and abilities. This confidence is crucial for success in real-world operations.

Modular and Portable Shoot Houses: Advantages and Use Cases

Modular and portable shoot houses offer unique advantages over permanent structures. Their flexibility and convenience make them ideal for a variety of training scenarios.

Modular Shoot House

Modular shoot houses are constructed from pre-fabricated modules that can be assembled and reconfigured as needed. This allows trainers to create different layouts and scenarios quickly and easily. The main advantages of modular shoot houses include:

  • Flexibility: Modules can be arranged in various configurations, providing a wide range of training scenarios.
  • Cost-Effective: Modular shoot houses are often more cost-effective than building multiple permanent structures. They can be easily expanded or modified as training needs change.
  • Portability: While modular shoot houses are not as portable as fully portable structures, they can be disassembled and relocated if necessary.

Use cases for modular shoot houses include:

  • Training Centers: Modular shoot houses are ideal for training centers that need to provide a variety of scenarios for different types of training.
  • Law Enforcement Agencies: Police departments and other law enforcement agencies can use modular shoot houses to train officers in different tactical operations.
  • Military Bases: Modular shoot houses are commonly used on military bases to train personnel for urban combat and other operations.

Portable Shoot Houses

Portable shoot houses take flexibility to the next level. These structures can be transported and set up at different locations, providing on-site training opportunities. The main advantages of portable shoot houses include:

  • Convenience: Portable shoot houses can be set up quickly and easily at different locations, providing on-site training without the need for permanent facilities.
  • Cost-Effective: Portable shoot houses eliminate the need for multiple permanent training facilities, reducing costs.
  • Versatility: Portable shoot houses can be used in a variety of environments, from urban areas to remote locations.

Use cases for portable shoot houses include:

  • Remote Training: Portable shoot houses are ideal for training in remote locations where permanent facilities are not available.
  • Special Operations: Special operations units can use portable shoot houses to train for specific missions in different environments.
  • Field Training Exercises: Portable shoot houses can be used in field training exercises, providing realistic scenarios in a controlled environment.

Conclusion

Tac houses, or shoot houses, are essential tools for modern tactical training. These structures provide a safe and controlled environment where military and law enforcement personnel can practice high-risk maneuvers and develop critical skills. Whether permanent, modular, or portable, shoot houses offer numerous benefits, including realistic training scenarios, skill development, and cost-effective solutions for training needs.

The design of a shoot house is critical to its effectiveness, with key features including ballistic protection, soundproofing, observation systems, and adjustable layouts. Modular and portable shoot houses offer unique advantages in terms of flexibility and convenience, making them ideal for a variety of training scenarios.

In conclusion, tac houses play a crucial role in preparing personnel for the challenges they will face in the field. By providing realistic training environments, these structures help trainees develop the skills and confidence they need to succeed in real-world operations. Whether for military, law enforcement, or special operations, tac houses are an invaluable asset in the world of tactical training.

If interested in any TAC House products, contact Action Target range sales.

Ready Gunner: 2023 Indoor Range Updates & Improvements

Posted on by Marketing Action Target

At Action Target, we love revisiting indoor shooting ranges we helped build to update and improve existing or outdated equipment. We recently worked with our friends at Ready Gunner in Orem, UT to upgrade target retrievers and install a new Dust Control Unit (DCU).

Upgraded Target Retreivers

Before this recent update, six lanes at Ready Gunner were equipped with our SRET target retriever systems. These budget-friendly target retrievers were a great launchpad for Ready Gunner and served them well for years as they grew their customer base and expanded business. While the SRET is known for its simple design and consistent performance, it isn’t as flexible for customers as they shoot.

The newly installed Pilot target retrievers feature direct drive, wireless motors, and integrate seamlessly with our SmartRange Axis range control system. They offer shooters more variety in shooting distance, programmable drills, and lighting scenarios, and give range staff the ability to focus on customer experience and less on maintaining tired equipment. Learn more about Pilot indoor shooting range retrievers HERE.

Improved Dust Collection

An upgraded Dust Collection Unit (DCU) means anyone shooting or working at Ready Gunner can breathe easy and reduce their exposure to harmful lead dust particulates. This upgraded system pulls lead dust carried into the bullet trap into a collection system via negative pressure, and deposits it into containers which are clean, sealed, and easy to transport for responsible disposal. The DCU uses advanced filtration technology to use less energy, to provide cleaner air, and to improve the lifespan of shooting range HVAC system filters. Learn more about indoor shooting range ventilation HERE.

It’s always a privilege for us at Action Target to visit our shooting range partners and Ready Gunner was no exception. If you’re in the area, head down to Ready Gunner to see their newly updated lanes, and throw some lead down range for us. Check out everything Ready Gunner has to offer right HERE.

The Best of the Best: What Makes an NSSF 5-Star Rated Shooting Range?

Posted on by Marketing Action Target

Introduction

For more than 60 years, the National Shooting Sports Foundation has been the standard-bearer for those in the firearms industry. Created in 1961 to promote, protect, and preserve hunting and shooting sports, the NSSF is a trade association with more than 12,000 members across the industry. As part of their mission to promote shooting sports, the NSSF has established a program to recognize shooting ranges that provide outstanding facilities for firearms enthusiasts, known as the NSSF 5-Star Rating System.

According to Star Rating System Guide released by the NSSF in 2018, the rating system serves the following purpose:

“The rating system is based on our vision of a safe, well managed, customer-oriented facility that is a strong promoter in the recreational shooting sports market. NSSF’s new Star Rating Range Program will hold facilities to a higher standard. These 5 Star-rated ranges will be the gold standard for our industry, those ranges having earned that rating through their focus on advancing best business practices.”

With 68 ranges currently qualifying for a 5-Star Rating, Action Target is proud to have partnered with 29 ranges who have earned an NSSF 5-Star rating. Below is a list of qualifying ranges associated with Action Target.

Action Target Partners with NSSF 5-Star Ratings

RangeLocationWebsite
Gunfighter Canyon – WilliamsWilliams, Arizonawww.gunfighter.com
Kings Gun Center LLCHanford, Californiawww.kingguncenter.com
Centennial Gun ClubCentennial, Coloradowww.centennialgunclub.com
Nexus ShootingDavie, Floridawww.nexusshooting.com
Shooters World, LLCOrlando, Floridawww.shootersworld.com
Shooters World, LLCTamp, Floridawww.shootersworld.com
Shooters World, LLCThe Villages, Floridawww.shootersworld.com
Guns-n-Gear Sports LLCIdaho Falls, Idahowww.gngsports.com
Maxon Shooter’s Supplies and Indoor RangeDes Plaines, Illinoiswww.maxonshooters.com
On Target Range & Tactical Training CenterCrystal Lake, Illinoiswww.ontargetsite.com
Smokin’ Gun WorxForreston, Illinoiswww.smokingunworx.com
Firearms Range and Clothing, Inc.Baton Rouge, Louisianawww.frcbr.com
Cape Gun WorksHyannis, Massachusetts https://capegunworks.com/
Ann Arbor Arms LLCAnn Arbor, Michiganwww.annarborarms.com
Top Gun Shooting Sports, Inc.Taylor, Michiganwww.tgssinc.com
Heartland Gun Club & RangeRochester, Minnesotawww.heartlandgunclubs.com
White Birch ArmoryDover, New Hampshirewww.wbarmory.com
RTSP, LLCRandolph, New Jerseywww.rtsponline.com
Reloaderz NJWayne, New Jerseywww.reloaderznj.com
Carolina Sporting ArmsCharlotte, North Carolinawww.csaguns.com
Heritage Guild of Easton, LLCEaston, Pennsylvaniawww.heritageguild.com
Keystone Shooting CenterMars, Pennsylvaniawww.keystoneshootingcenter.com
Nashville ArmoryNashville, Tennesseewww.nashvillearmory.com
Nardis Gun Club at Alamo RanchSan Antonio, Texaswww.nardisgunclub.com
Nardis Gun Club at Rolling OaksSan Antonio, Texaswww.nardisgunclub.com
Nardis Gun Club – San AntonioSan Antonio, Texaswww.nardisgunclub.com
Bellevue Gun ClubBellevue, Washingtonhttps://www.westcoastarmory.com
The Range LLCYakima, Washingtonwww.therangellc.com
Lehigh Valley Sporting ClaysCoplay, Pennsylvaniawww.lvsclays.com
Starting Top, Left to Right: Carolina Shooting Arms, Guns-n-Gear Sports LLC, Heartland Gun Club & Range, Nardis Gun Club at Alamo Ranch, Nashville Armory, and Shooters World, LLC.

What Does It Take?

The process of becoming a 5-Star Rated Range with NSSF is one a new—or existing—range owner can complete with their existing business. The NSSF qualifies ranges for a 3-5 Rating based on the following criteria:

  1. Appearance and Maintenance: The range must be clean, well-maintained, and visually appealing to shooters and visitors.
  2. Management: This includes integration of technology, general business management, and marketing tactics together ensure a quality customer experience.
  3. Shooting Sports Development: This evaluation looks at the procedures and policies in your business that support the promotion and development of shooting sports for the public. This includes public events and range availability, community engagement, and environmental practices to ensure safe range operation for the facility and staff.
  4. Amenities: This evaluation considers the offerings of your business to the public, including restrooms, stocked pro shop or retail spaces, and compliance with ADA accessibility and other requirements.

Benefits of Being a 5-Star Range

Now that we know what it takes to be a 5-Star Rated Range, what are the benefits of being rated so highly? There are several benefits, some of which include:

  1. Increased customer satisfaction and loyalty: The 5-star rating is a recognition of excellence in the industry, and customers are likely to be attracted to ranges with this rating.
  2. Improved reputation and visibility: Being recognized as a 5-star range can help to establish a positive reputation in the industry and increase visibility among shooting sports enthusiasts.
  3. Potential for increased revenue: Customers are willing to pay more for a superior experience and being a 5-star rated range can lead to increased revenue from range fees, merchandise sales, and other services.
  4. Access to NSSF resources: 5-star rated ranges have access to resources provided by the NSSF, such as training programs and marketing materials, which can help improve operations and attract more customers.
  5. Networking opportunities: The NSSF hosts events and conferences that provide opportunities for range owners to network with other industry professionals and learn about best practices in the industry.

Being rated 5 stars from the NSSF is mark of excellence that can help attract new business and other range owners to follow your example.

Action Target’s Role

At Action Target, we specialize in engineering range solutions that are expertly planned and installed, so you can be confident in the product you receive. This leads to high reviews from customers, more profitable ranges, better training options, and a safer experience for shooters and staff at your range.

Because of our commitment to excellence, 42% of NSSF 5-Star Ranges partnered with Action Target. Our projects and experience from around the globe has made Action Target a leader in the firearms industry, and NSSF’s rating system shows that Action Target continues to confidently provide quality service to both new and existing ranges.

“At Action Target, we are proud to have built many of the NSSF 5-star rated shooting ranges across the country” says Mike Birch, Action Target CEO. “We take great pride in designing and building state-of-the-art facilities that meet the highest standards of safety, comfort, and performance. Being a part of the process that helps ranges earn this prestigious rating is a testament to the quality of work and dedication of our team. We look forward to continuing to build and improve shooting range solutions for the benefit of the industry and its customers.”

Conclusion

Action Target has played a significant role in establishing many of the NSSF 5-star rated shooting ranges across the country. Our dedication to designing and building state-of-the-art facilities and range product solutions that meet the highest standards of safety, comfort, and performance has helped many ranges earn this prestigious rating. As a result, customers can enjoy an exceptional shooting experience while range owners benefit from increased customer satisfaction, improved reputation, and potential for increased revenue. By continuing to build and improve shooting ranges, Action Target is helping to promote and preserve hunting and shooting sports and ensuring that customers have access to the best facilities in the industry.

The creation of the NSSF’s 5-Star rating system was put in place to recognize “safe, well managed, customer-oriented” facilities for their excellence in preparing and training shooters across the country. Action Target’s mission to “build the safest and most advanced shooting ranges possible” aligns perfectly with this goal, which is only emphasized by the large amount of Action Target ranges who have earned a 5-Star Rating.          

RANGE DEVELOPMENT AND DESIGN SEMINAR

Posted on by Marketing Action Target

Step by Step Process to Develop and Build Your Shooting Range

Don’t miss this unique opportunity to receive the best tools and information you will need to successfully complete your shooting range project. Attendance at the Range Development and Design Seminar allows you to meet with range consultants and other subject matter experts, visit local shooting ranges, and get answers to your questions about running a successful shooting range.

Topics Include

  • Experiences from Successful Range Owners
  • Range Design and Equipment
  • Identifying your Range Location
  • Navigating City Planning, Zoning, and Permitting
  • Lead Management Solutions
  • HVAC and Range Ventilation
  • Managing your Range and Retail Space
  • Public and Community Relations

HIRING AND TRAINING YOUR SHOOTING RANGE STAFF

Posted on by Marketing Action Target

One of the most essential elements for a profitable shooting range business is recruiting, on-boarding, and training your shooting range staff. American customer service expert Shep Hyken observed, “A brand is defined by the customer’s experience. The experience is delivered by the employees.” Your employees can make or break your long-term success. Even if you have 19 all-star employees and only 1 employee who underperforms, your shooting range business is likely to suffer as a result. A single negative customer service experience can hurt your reputation. Conversely, having a reputation as the shooting range with the most engaging and supportive customer service will ensure shooting enthusiasts choose your business time and time again.

THE FACES OF YOUR SHOOTING RANGE

Who You Should Hire

Bruce Nordstrom, the former chairman of one of the most successful department store chains in America, perpetuated the philosophy that you can teach people to sell, but you can’t teach them to be nice. While it is important that employees have a sound understanding of firearms and shooting experience, this should not take precedence over hiring individuals with the right attitude. When building a team, your primary priority should be finding employees who are eager to learn, connect well with others, listen carefully, and ask questions. Supplementary training can ensue as needed.

How to Find the Right People

Where do you find the perfect team member? The answer is more obvious than you might think: Anywhere and everywhere. Pay attention to other service-oriented businesses. Have you recently encountered an impressive server at a local restaurant? Has a sales clerk at a sporting goods store brightened your day with their helpful and positive attitude? Consider appealing to former military or law enforcement personnel. Provided their personality is a match, they will bring experience and credibility to your shooting range business.

Avoid the common pitfall of hiring relatives or friends. Hiring those from your family or social circles may be disadvantageous both professionally and personally. It can be challenging to hold them to your business standards. It is also very difficult to terminate their employment, should the need arise.

Hiring Checklist

In addition to hiring gun range staff who expertly represent your brand, don’t forget these following crucial checks and tests:

  1. Background and Criminal Record Checks

It is your responsibility to check that members of your gun range staff do not have a record of behavior that could jeopardize your business and the safety of your patrons and other employees. Most shooting range owners require employees to participate in a CCW permit course as part of their training. During the interview, inform candidates that through the process of obtaining a CCW permit, a background check will be performed to verify their eligibility to handle, carry, and own firearms.

  • Drug Testing

During the interview, make sure you inform candidates that a drug test will be performed prior the employee’s first day on the job. Additionally, let them know that random drug tests will be performed throughout their employment.

  • Lead Safety and Blood Lead Testing

Exposure to lead is one of the risks that accompanies working in a shooting range. It is imperative that you inform new hires about this risk and that you educate them on proper use of personal protective equipment (PPE) to protect themselves. Furthermore, make sure you teach your employees how to avoid spreading lead to other parts of the range, their vehicles, and their homes.

While you should take all appropriate precautions to minimize lead exposure, it is still important that you monitor your employees closely and regularly test their blood lead levels. Test all new hires to obtain a baseline blood lead level. From there, require bi-annual tests for employees who perform range maintenance and annual tests for other employees.

  • Work expectations
    During the interview, make sure you explain any work expectations such as unusual schedules. For example, do you expect employees to work during nights, weekends, or any holidays? Do you require employees to lift and unload pallets of ammunition or perform any other physically demanding tasks? If so, make sure you discuss these expectations and minimum lifting requirements.

TRAINING AND ONGOING EDUCATION

Effective Training Methods

When it comes to training your shooting range staff, make sure you are adaptable in your approach. For example:

  • Provide opportunities for hands-on learners to shadow a supervisor or cross-train with another employee.
  • Recommend helpful websites, videos, and literature to employees who learn better by studying data.
  • Act out potential customer scenarios for employees who can benefit from practicing interpersonal skills.

No matter which training techniques you employ, create opportunities for trainees to teach what they learn. This is a tried and true method for helping individuals retain information.

Ongoing Safety and Emergency Training

Not only should safety and emergency training be at the top of your training agenda, but it is also imperative that this training is ongoing. It is your responsibility to provide regular instruction on handling firearms and how to respond in the event of injuries, theft, and other emergency situations. Role play with range staff how to manage emergency situations in the range. Scenarios can include contacting emergency personnel, calling a cease fire, securing firearms, and administering life-saving first aid.

Furthermore, develop standard operating procedure (SOP) documents for all areas of your shooting range business, such as retail, range check-in, and range operations. Make sure all employees receive these SOP documents and test them routinely to ensure they properly understand and retain the information.

ATF Form 4473

All Federal Firearms Licensee (FFL) businesses are required to properly complete an ATF Form 4473 for each firearm transaction. Given the detailed requirements as well as the potential penalties for errors, it’s important that your employees are trained to fill out the form accurately and are prepared to answer customers’ questions about the form. Employees should also verify that forms are fully completed, legible, and accurate while the customer is present.

According to the NSSF website: “Uncorrected errors on Form 4473s account for six of the top 10 most common violations cited by ATF every year, and three other top 10 violations are related to information found on Form 4473s.” To help combat errors, the NSSF has developed the form 4437 overlay. This is a clear template that may be laid on top of the form 4473 to help your staff check that all form questions have been answered and answered accurately.

You want to provide your patrons with the best possible experience with purchasing a firearm. It is imperative that your staff members are well-trained and confident with this process.

Scheduled Meetings

Holding weekly meetings is important in the busy shooting range business. You need an hour each week where you can reiterate important information, motivate your employees, answer questions, and discuss any changes. Agenda items may include:

  • Safety protocols
  • Recent safety concerns, near misses, and other items the entire staff should be made aware of
  • Store sales performance
  • New products
  • Upcoming events
  • Community involvement opportunities

If it is necessary to hold your meeting outside of business hours, we suggest you disclose this to potential employees during the interview process.

Try to make these meetings enjoyable and consider providing breakfast or dinner for meetings held before or after shooting range operation.

STAFF DEVELOPMENT

Staff Incentives

Incentives are an effective method for keeping your staff motivated. From gift cards and baskets to discounts and product giveaways, incentives can help encourage your employees to meet their goals as well as create friendly competition between co-workers. Furthermore, take advantage of training and product advocacy platforms that reward members for being brand ambassadors. An example is ExpertVoice.com, which provides brand education and offers product discounts upon course completion.

Team-Building Activities

Provide team-building exercises once a month to help build loyalty and positive rapport between employees. As a shooting range owner, you have the opportunity to combine activities with opportunities to educate your staff on your range operations and products. Why not host an interdepartmental shooting contest in your range? Make sure you create hype in the run-up by designating team names, making T-shirts for the competitors, and disclosing the prizes in advance.

Consider activities outside your facility. For example, invite and pay for staff to attend upcoming firearms shows and shooting contests. Furthermore, take the time to learn about your employees’ hobbies and look for opportunities to incorporate their interests into your group excursions. 

SOFT OPENING

A soft launch is essential for your shooting range business. Opening your doors quietly or serving a limited audience before your grand opening will allow you and your team to iron out the kinks, such as identifying which processes need improvement and where more training is required. By ensuring your employees, shooting range operation, and retail are performing at optimum capacity, you will make an exceptional and long-lasting impression on your customers when you officially open for business.

Authors:

Diana Rotolo

Diana joined Action Target in 2012 as an associate shooting range consultant. She is currently the sales manager for range retail programs. From selling and designing shooting facilities to helping range owners find the most efficient and profitable approaches for operating their business, Diana has an invaluable understanding of the shooting range industry from the customer’s point of view.

Mikaela Hansen

As a technical and marketing writer, Mikaela collaborates with multiple Action Target personnel to develop installation manuals, user guides, bid specifications, press releases, and newsletters. Communicating to a variety of audiences about Action Target’s products and services has given Mikaela the opportunity to examine multiple dimensions of the shooting range industry.

ACTION TARGET’S RANGE SERVICES BUSINESS UNIT ANNOUNCES SIGNIFICANT GROWTH, NEW HIRES AND ENHANCED AFTERMARKET SUPPORT

Posted on by Marketing Action Target

FOR IMMEDIATE RELEASE

ACTION TARGET’S RANGE SERVICES BUSINESS UNIT ANNOUNCES SIGNIFICANT GROWTH, NEW HIRES AND ENHANCED AFTERMARKET SUPPORT

PROVO, Utah – April 16, 2019 – Action Target Inc., the leading manufacturer of modern shooting ranges, steel targets and shooting supplies, is excited to report significant developments within the recently restructured Range Services Business Unit.

Action Target’s Range Services Business Unit encompasses Action Target’s aftermarket sales and services (such as recycling metals and filters), the online store, AutoTargets™ and range maintenance.

“Action Target takes pride in providing the most comprehensive aftermarket services in the industry. By combining customer support, range retail programs and the Action Target Store under the same umbrella, we have enhanced our relationships with our customers and are better able to anticipate and respond to their needs,” said Mike Birch, CEO at Action Target.

Recent enhancements to Range Services include a new Rubber Berm Trap Cleaning Program. Subsequently, Action Target has hired a dedicated program manager and established a team of Rubber Berm Trap cleaning specialists. These specialists have been provided with custom-designed vehicles to perform professional on-site trap cleaning services that are compliant with state and federal standards. Additionally, the metals retrieved through the cleaning process may be recycled through Action Target’s Metals Recycling Program. Through this program, range owners opt to receive either the cash value of their recycled metals or Action Target Store credit to purchase range products and equipment.

Furthermore, Range Services has employed another account manager to maintain a superior level of customer service for Action Target’s expanded customer base. The territory assignments for all account managers have been modified to integrate this addition to the team, streamline support efforts and maximize customer success.

“As we continue to focus on our turn-key solution strategy and examine how to meet and exceed the expectations of range owners, we have welcomed the opportunity to create new positions and redefine the responsibilities of various members of our Range Services teams. With these developments we are well-positioned to further optimize our services and grow the success of our customers,” said Tyler Webster, Vice President and General Manager at Action Target.

About Action Target Inc.

Headquartered in Provo, Utah, Action Target is a world leader in modern shooting range technology. Action Target has designed and manufactured over 4,000 products and has installed thousands of shooting ranges throughout the United States and in many countries around the world. Action Target also designs systems and conducts firearms training for law enforcement and various military divisions. For more information about Action Target, visit www.ActionTarget.com. To learn more about Action Target products or to purchase items online, visit www.ActionTarget.com/Store.

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Memberships and Marketing – Building a Foundation for Success

Posted on by Marketing Action Target


THE POWER OF BRANDING

Once you’ve built your range, you have the task of attracting and forging relationships with customers. To achieve this, your business requires a distinctive and memorable persona. The marketing world refers to this persona as a “brand.” Having a strongly-defined and reliable brand builds recognition and familiarity, which breeds credibility and trust. Your brand goes hand in hand with your reputation, so it’s imperative you pay ample attention to this aspect of your business.

 


CUSTOMIZE YOUR EQUIPMENT

A consistent look and feel throughout your facility creates an impression of polished professionalism and reinforces your range’s brand. Action Target offers extensive customization options to make it easy to achieve this consistency. For example, we can manufacture shooting stalls decked with your company colors, apply your logo to your equipment, and design paper targets uniquely for your range.

There are additional ways you can brand your building, such as etching your range name and logo into doors, interior viewing windows, walls, floors, and tables. You can also draw attention to your building by making it highly visible with attractive lighting and signs. Consider placing company mascots or branded vehicles in strategic locations to catch the attention of passersby.

Furthermore, invest in merchandise customized with your name and logo. It’s more valuable than you might realize. Not only will your customers enjoy the swag, but they will also serve as ambassadors of your business when wearing and using your branded gear. The sky is the limit when it comes to what you can customize, be it apparel, patches, coasters, mugs, pens, flashlights, bumper stickers, and keychains. Remember, the experience your customer has with your brand impacts your reputation, so we recommend you purchase good quality items.

 


ALL-INCLUSIVE EXPERIENCE

While your facility may be a gun range primarily, it’s no secret that the success of your range is hinged on the quality of your customer’s experience. So why not make a name for yourself by offering more than a shooting space? For starters, ensure information about your products, services, and membership is readily accessible. Install markers to let customers know exactly where to go and with whom to speak if they have questions. Be aware that demonstrating expertise is critical when it comes to developing customer trust and loyalty, so take adequate time to educate yourself and your staff on range equipment, operation, and retail products.

It is also recommended that you invest in additional services, thereby creating a “destination location” for visitors. Such amenities may include:

  • Coffee shops/dining establishments/grab-and-go snacks
  • Locker rooms
  • Gun safe room
  • Firearm build services
  • Corporate event space
  • Member-only lounge

Remember, you don’t have to break the bank to make your space more inviting. If funds are limited, consider a comfortable conversation area and luxury coffee station.

 

MEMBERSHIP PROGRAMS AND PERKS

Gun range membership programs are one of the best revenue builders a business can employ. They provide a reliable income, grow your customer base, and motivate shooters to return again and again. It benefits both you and your customers to build a solid and rewarding membership program. There are many ways to enhance these programs, such as multi-member discounts, family packages and corporate bundles. You can also advertise gift memberships for special occasions such as holidays, birthdays, and anniversaries.

When it comes to making your gun range membership program enticing and accessible, don’t be afraid to think outside the box. Consider combining memberships with discounted training classes. In addition to growing membership, this will also strengthen participation in your education platform. Furthermore, don’t hesitate to be creative in your approach to incentivizing membership and encouraging member participation. For example, nominate a “Member of the Month” and assign a prime parking space for this special member.

 


PROMOTIONS AND EVENTS

Product promotions and gun range events are a tried and true method for growing your business. While the options are countless, here are some suggestions to kickstart your creative ideas:

  • A special discounted item of the month. Educate range employees about the item and encourage them to discuss it with customers.
  • Member-only discounts on non-sale items. This shows loyalty to your members and promotes the perks of membership.
  • Offer discounted lane time during off-peak hours or during extremes in temperature when shooting outside is undesirable.
  • Host events such as special product release nights, date nights, zombie shoots, carnival night, costume parties, birthday parties, and bachelor/bachelorette functions.
  • Capitalize on local events such as rodeos, fairs, and elections. For example, recognize customers who participate in an election by offering them a free patch or T-shirt (adorned with your range logo, of course!).
  • Participate in charity fundraisers. Being active in your community has reciprocal benefits and raises awareness of your business.

Whatever your promotion or event may be, it is essential that you keep your members and followers in the loop via social media. Post well-timed, useful, and appealing information about product discounts, special rates, and upcoming events. Additionally, engage your followers by posting exciting images and stories during exciting and special occasions.

Beyond capitalizing on social media, invite a local news station to get the word out. It usually doesn’t require much effort to coordinate a media visit. Simply call the desired local radio or television station and provide event details. It’s a win-win situation: it provides content for the media and brings visibility to your business. Additionally, the presence of cameramen and broadcasting vans are an effective way to create hype and interest among those in the vicinity.

Remember to keep careful track of the performance of your promotions, gun range events, and advertising strategies so that you learn which efforts are most profitable. This will allow you to determine which activities you should repeat and evolve.

 

COMMUNITY ENGAGEMENT

Networking with other local businesses may not seem practical for the niche shooting range business. However, crossing industry borders and working with other businesses in the community provides you with the opportunity to appeal to patrons from other industries who may not have otherwise been aware of your business.

Exactly how do you work with your community and appeal to different demographics, thereby expanding your customer base? Consider sharing your facility, for starters. Make your classroom available to other groups that need a place to convene, such as self-defense clubs, scouting programs, charity organizations, and your local chamber of commerce. Furthermore, become acquainted with catering companies and event organizers. Let them know referrals are welcome and provide them with details regarding group discounts and other package deals.

We also recommend building a strong relationship with your local law enforcement agency. Consider offering special “closed-range” training sessions for officers. In addition, show your support of military members through exclusive product promotions, special membership rates, and discounted shooting range time. Having a reputation as a select training facility for law enforcement and military will have a significant influence on your brand and credibility. Moreover, your customers will be attracted to the prestige and bragging rights of training in a select range of police officers and military personnel.

You’ve Just Built A Shooting Range: Now What?

Posted on by Marketing Action Target


You’ve undertaken the multifaceted process of planning, designing, and building an indoor shooting range. You’ve discovered that creating a viable, ballistically-safe facility is no small feat. In fact, the process can challenge even the most stout-hearted, second-amendment-supporting, gun-crazed patriot. However, you persevered because the satisfaction and rewards of owning and operating a shooting range can be substantial.

It’s just important that you remember a “build it and they will come” philosophy does not apply to your gun range business. Persistent effort, strategic marketing, and awareness of industry trends is required to attract, engage, and maintain your customers.

ACTION TARGET’S BEST PRACTICES
Action Target has been the world leader in shooting range design, technology, supplies, and aftermarket services since 1986. With our time and standing in the industry, we have become experts in how to develop and manage a successful shooting range. Over the next few months, we will be collaborating with key individuals across our organization to share our best practices with you. Our expertise will help you excel in the business of running your range, while making you aware of potential pitfalls along the way.

So that you know what to expect, we have divided these best practices into the following 8 categories. Each category will be fully explored in a dedicated future post.

1. Memberships and Marketing
In this post, we will discuss the importance of branding your range and products. Other topics we will cover include growing your customer base and enhancing customer relationships through product promotions, giveaways, loyalty points, multi-member discounts, and corporate events. We will also delve into lesser used marketing strategies, such as cross-promotion with the assistance of other local business.

2. Training your Staff
We will demonstrate how to amplify your success through great customer service. We will show why it is important to find employees who not only have broad gun knowledge but are also experienced in retail sales. Learn how to build a loyal and happy sales staff through incentive programs, specialized training, and strategic staff meetings. Discover the importance of leading your grand opening with a soft opening and how neglecting to do so may have significant repercussions for your reputation.

3. Retail Sales
This post will be dedicated to helping you understand how much inventory you will need based on the size of your retail space. We will examine the importance of stocking retail items according to demand and local needs, as well as maximizing your gross profit through tracking retail turns. We will also walk you through analyzing data from your point of sale system.

4. Website and Social Media
Successful businesses are familiar with free advertising through social media platforms. We will provide pointers on how to think outside the box for marketing your shooting range via other businesses in the community. You will also have access to our experience on branding and creating a “personality” for your shooting range as well as pointers for your website and other range events.

5. Engaging Your Customers
Learn how to implement and structure memberships. We will dive into concepts for developing classes that reach all ages, genders, and lifestyles and will also provide ideas for home and personal defense training. Additionally, we will discuss how adding gun build options and services to your retail offerings drives revenue.

6. Security
It’s vital that you protect your range adequately from criminal activity. We will highlight security, closed circuit cameras, various types of alarm systems, locking cases, as well as offer suggestions about how to safely store excess inventory. You will learn how to implement emergency protocols in the event of injury or fatalities and how to deter tragedies of this nature from occurring in your range.

7. Other Revenue Streams
We will teach you how to capitalize on other revenue streams for your shooting range business, such as recycling your lead and brass and saving money through dealer pricing programs with Action Target and other vendors. We will also examine how you can share your knowledge and experience of planning and building a shooting range with other interested parties.

8. Range Maintenance
One of the most important aspects of your business is keeping your range clean and safe. We will show you how to do this through scheduled maintenance protocols along with a maintenance log sheet. We will discuss how to train employees on required maintenance procedures and performing minor range repairs. All methods we disclose are compliant with OSHA and EPA standards to ensure the protection of your employees, patrons, and range equipment.

How-to install, replace and transport the BCS Deluxe 20

Posted on by Marketing Action Target

Action Target’s Deluxe 20 Bullet Collection System is the latest innovation in collecting bullets for recycling. The system attaches to the bottom of the Total Containment Trap™ deceleration chamber to collect bullets into 20-gallon drums. The drums can then simply unlatch from the chamber and roll out of place quickly and easily.

Below you will find a video 4 step process of installation, replacement and how to transport the barrels.

 

Step 1: Remove the Drum of the BCS Deluxe 20

Step 2: Use a Gantry Crane to Transport a Drum to a Recycling Pallet

Step 3: Use a Barrel Hawk Lift to Transport the 20 Gallon Drum to a Recycling Pallet

Step 4: Replace the Drum of the BCS Deluxe 20