Table of Contents
Text and Photos by Christa Loustalot.
Additional Photos by David Haas and Stephen Frink.
DEMA 2005
Sitting 3 booths down from Center Stage at DEMA definitely has its pros and cons:
Pro: You are treated to multiple presentations, SCUBA Radio, assorted dive celebrities, awesome live music, and the occasional T-shirt toss.
Con: The DEMA Fashion Show…..5 times a day.
That being said – WOW! DEMA in Las Vegas could not have been any better! People are saying that it was the best one yet – and even though it was my first one, I can definitely see why. When James and Eric asked me to cover DEMA this year because they were both unable to make it (James had to work, and Eric was FORCED to go diving in the Galapagos…poor guy), I jumped at the chance. I figured spending 5 days in Vegas would more than make up for having to trudge around the show floor all week – but boy was I wrong! DEMA was the real fun – the floor was always packed, everyone was in a perpetual good mood, and the products were spectacular. Forget the slot machines….I saved my money for the show! (And for the Wetpixel Happy Hour) The only caveat was the static electricity: Dry Vegas Air + Carpet = A Shocking Experience. Ouch!
The layout was great – well organized and roomy – with plenty of dive-toy-eye-candy displayed within petting distance. I had no trouble finding the photography booths – I was working in the Fisheye booth for most of the day, and dashed away for 2 hours each afternoon to go hunting. I mapped out my routes and just went down the list. Everything was colorful and flashy, perfect for Vegas, and everyone I talked to was incredibly nice and happy to spend as much time as I needed to get the scoop for the Wetpixel report. I also found out that Eric is a VERY popular guy and everyone wanted me to say hello! I was fortunate to meet several world-class photographers and authors, run into some familiar faces, and network with the pros. Now, I have a long list of new friends, and am so glad I got the chance to meet these wonderful people!

Vegas is a pretty easy town to get around in if you have any sense of direction…which I don’t. But in a city that doesn’t ever turn off the lights, it’s not a problem to wander aimlessly alone for miles looking for the shortest way to your hotel at midnight. By the last day I finally figured it out, but by then I had no feeling left in my toes and had worn my flip-flops down to nubs. In hindsight, I’d have just spent some extra money and stayed at the Hilton. Circus Circus (or Ghetto Ghetto, as my friend Tammy lovingly calls it) was ok, but there is the Creepy Clown factor to think about. If you’ve ever seen Steven King’s “It” then you know what I mean. DEMA ran shuttles every day, but they only ran until 7:00 p.m., so if you went to dinner you did not have the option being shuttled. It was either a costly cab ride or foot patrol. I usually chose the latter, and was treated to the thousands of “porn trading cards” (as I call them) scattered along the streets and in the parking lots. Ahhh, Sin City….don’t let your kids out without blindfolds.
Ok – so you’re wondering about the new photo gear. Film was of course nonexistent (except for Snapsight’s little bits of course), and the digital theme this year was “HIGH DEFINITION VIDEO”. Stand up straight and say that loudly, with conviction. The Sony HDR-HC1 was a hot ticket (among others) and almost everybody has gotten into the act. I did manage the sneak in the 5D question once in awhile…and once in awhile I got a definite answer. But mostly the word on the aisle about the 5D was that for most makers, the release date is….drum roll…. “soon”. J
Note from Editor: Special thanks to Christa Loustalot for her hard work in producing this DEMA report! Christa -- we owe you. :) Also worth checking out is Drew Wong's round-up of Sony HDV housings.
10 Bar Underwater Housings were showing two new digital still housings and a new dome port. New for this year is the Canon 350D housing, the Nikon D70S housing, and a new 125mm dome port for the 350D. The new dome port houses the Sigma 10-20mm fisheye lens. LC Ng also showed me their housings for the Sony F828 and the Nikon SB800 strobe that they showcased last year. There were a lot of good things packed into this little booth!
ADE’s mantra “We Design Stuff” oughta be changed to “We Design Really Cool Stuff” in my humble opinion. Merlin Phillips showed me the rendering of a custom modified Nexus housing for a pole cam that he designed for photographer Paul Sutherland. Pretty Cool. If it’s good enough for Paul, it’s good enough for me. I have him looking into designing a housing for my ancient Samsung camcorder. Merlin was delightful – check out their website for other underwater “Cool Stuff” – if your noggin’ can conceive it, they can (probably) build it.
Robert Ruffolo was my guide to Amphibico splendor – and it was hard not to get starry eyed over the “Rolls-Royce” of underwater housings. He showed me the new PHENOM FXZ1 housing for the new Sony HDR-FX1 & HVR-Z1U camcorders, and the new Dive Buddy EVO HD for the Sony HDR-HC1 and HVR-A1 HDV camcorders. Also featured was the super-cool new prism unit that fits on the top of the housings over the viewing window, allowing the shooter to view the screen without tilting the housing. There are a couple of optional cases available as well for the new housings….gotta protect your (very expensive) baby!
Aquatica’s beautiful booth was showcasing their new flagship D2X housing for the Nikon D2X digital camera. Different from their usual silver and gold goodness, this housing is a sleek and shiny black, and Mauricio (I just love that name) Handler was proud to show it off in all its gleaming glory. This housing looks so good I’m considering dumping Olympus for Nikon. Sorry Oly baby, it’s not you, it’s me. Oh, and the answer to the 5D question is …YES! YES! YES! Look for it in Jan. 2006, at the oh-so-attractive 20D price.
Backscatter Underwater Video and Photo was showing much of what they showed last year. Sy Harris gave me an education on the TopDawg Mini and Standard housings (which will work with at least 150 different camcorders), the three MacroMate macro diopters (Pocket, Flip-Up, and Video – that will work with many different housings), and the Super-Sexy German Hartenberger strobes…heck, even the batteries in these strobes are sexy. (And Sy is pretty cute too).
Equinox Underwater Products, long known for their bright yellow, versatile video housings, are in the digital still market. TJ Mansfield proudly showed me the SEASPY, Equinox’s customizable digital point & shoot camera housing for only $325, and also their new arrival, the SEAPIX 5.0. This compact little camera/housing combo boasts such features as a Sony 5.25 mega-pixel CCD processor, Macro, a rechargeable Li-ion battery, and movie mode to name a few. And just to “wet” your appetite even more, they have an 8 mega-pixel version coming out in January 2006.
I had the absolute pleasure of being a Fisheye employee for the week, and I have to say that Kenji Ohmura was a wonderful boss. It would be hard to find a nicer person, and Fisheye products are definitely top of the line. A newly minted Fisheye expert (and admittedly now a bit biased), I switched into sell mode and showed off six new products to the scores of folks who came by:
1. The new FIX LED48 DX light system. The same body as the FIX LIGHT HG20DX, but with 48 super-bright LED’s and 8 AA batteries. Use it for a focus light, for macro photography, or put a handle on it and use it as a dive light.
2. The Brightstar HID Diving Torch. Light, (as in not heavy) rechargeable Li-ion battery, whoa-mama 21 or 24 watt HID bulb, and your choice of spot or wide-angle beam.
3. The FIX Diving Pocket LED light and optional mounting bracket. This mini aluminum focus light packs a punch, and it’s also handy in a BCD pocket to use as a backup.
4. FIX Rotary Hot-shoe Base – affix this to your hot-shoe on your housing and mount your new FIX LED48 DX – how convenient is that?
5. The UK Light Cannon rechargeable battery set. Is your Cannon weighing you down? Get the lead out! The Fisheye Li-ion battery set includes the lightweight Fisheye Li-ion battery (used in the FIX HG20DX) and charger, plus an adapter to fit it into your UK Light Cannon. Much better…
6. The Seatool Sony DHR-HC1 housing in a Standard and Deluxe version. They did their homework on this one – its lightweight polycarbonate form hugs the camera, making it the smallest HC1 housing out there. The controls are easy to use, and they even installed a mirror for easy viewing of the LCD screen. It’s also customizable if you want to use the bigger battery. Check this one out – even the big guns were coming by to admire this little gem. There are even the faintest whisperings of a 5D housing in the works….maybe soon???
Pamela Mazey Mertz at Gates was showing off three new black beauties: The PC II - which houses the Sony PC1000, the Prototype HC1/A1U – for the Sony HDR-HC1 and HVR-A1U, and the FX1/Z1 – for the Sony Handycam HDR-FX1 and HVR-Z1. Another feature was the Squid 50 – a cute but rugged little video light who’s big brother, the Squid 100, might be getting a little jealous. And coming up…..housings for the Panasonic HGVX200 and the Canon XCEL HD.
Ikelite – my own personal investment plan – is always a treat. David Haas, Roger Carlson…all those guys are a lot of fun. The commotion this year is all about the DS-80, Ikelite’s new digital strobe that is midway between the DS-50 and the DS-125. Looks good to me – manual and TTL, Pre & Non-preflash settings, LED modeling light, built-in diffuser, 4 AA batteries, and LED screen…should I go on? Can’t wait to see the final version. Also on the menu is Ikelite’s new 8” dome – made by them, for them. Look for that in November. And last we have their latest version of the Canon G6 housing – now new and improved with TTL! What about the 5D, you ask? Well, (pause for effect) let’s just say it’s coming soon….
Inon was showcasing two items this year, a prototype X-2 housing for the Canon 20D (looks nice), and their new D-2000W strobe. Steve Philbrook showed me that the difference between the D-2000W and the earlier version of the same strobe is the addition of a 5-pin sync connector for DLSR and film cameras...gotta love it! The X-2 prototype is still just that…and there is no expected release date as of yet. However, to note, this housing has a magnetic manual focus ring – a verrry nice feature.
Light & Motion’s booth was gorgeous, and very, very, VERY busy. However, I lucked out when Barrett Heywood dropped everything to show me around. For starters they have the new Bluefin FX1 housing for the Sony HDR-FX1 and HVR-Z1U, and then there is the Bluefin HC1 for the Sony HC1, HC1000, V950 and PDX10. Last but certainly not least, the Tetra 7070 housing for the newly discontinued Olympus 7070. I really didn’t want to leave….and before I could…there was…Scootercam!! (check the photos)
Unfortunately, the DEMA show directory didn't list MCD, so we missed their booth. (content coming)
I anxiously made my way to NightSea’s booth to take a look at their products….and they weren’t there. Well, their booth was there, but it was empty. Darn. Disappointed, I contacted author and scientist Charles Mazel when I got back to see what happened. He assured me that NightSea was still around, but they just had to cancel their DEMA appearance at the last minute. They are not offering any new products this year, but they still have the same blue-light flashlights and fluorescence filters that they have been offering. If you haven’t seen the Wetpixel thread on NightSea, make sure you take a look, and then check out their website. Fluorescence photography is really neat! Charles did tell me that he has been working on a technique to take these photos during the day (whereas previously they were taken only at night). He will release this information on his website soon, so stay tuned!
![]() Photo taken of the same coral with a NightSea Flourescense filter....during the day! |
![]() Photo taken of the a coral with in 10m of water at about noon |
Sea & Sea’s booth looked like a high-class modern showroom – very sharp. Big and roomy and easy to get to the beautifully displayed products…reminded me of an art gallery. I asked Brad Lally for a few minutes of his time and he was more than happy to show me Sea & Sea’s new works of art. There are six new items being showcased this year:
Harald Hordosch was not giving away any secrets, not even with some gentle and polite prodding from Stephen Frink…but he did happily give me the scoop on some new Seacam products that most of you probably don’t know about. The newest “Silver” that Seacam has to show off is their new Remote Control Cable. This you have GOT to see! It will come in two styles, curly cord or straight, in lengths up to 25 meters. Just imagine…with the cord connected to your Seacam housing, you position your camera close to the hidden Garden Eels and slowly squirm away. The eels rise, admiring the sleek silver housing at their…um…feet. Press the button halfway to focus, all the way to click the shutter…and BAM! You have the photo that every photographer wants but can never get. Sweet! Then there’s the new Seacam Wet Diopter – small, fits in your BCD pocket, comes in +2 or +4, and slips on and off the front of your flat Seacam port with ease. Look for these and more goodies (like a NEW Seacam digital flash) to be presented at the Antibes Festival…and the 5D? Soon my child….soon.
This year, Sealife was showing their DC500 camera and strobe combo. But the really new item was the DC500 Elite – a cushy soft case that comes with the DC500 camera, strobe, wide-angle lens, and lots of room for accessories in the die-cut foam. Nice.
The Snapsights booth was like going late to a party. Stuff all over the place and everyone was happy. Joe Ganahl was really excited about the new Pixtreme digital camera that Snapsights is offering – and he should be! The ever-upgrading Snapsights has come a long way in the last few years…from a little throwaway snorkeling camera to a very respectable reusable film camera – to their newest mini-digital housed Pixtreme 2! The PX2 will be a 5 mega-pixel darling that you could use as a Christmas ornament if you wanted to, and nobody would say a word. It’s teeny-tiny and compact, the smallest and cheap
est UW Digital on the market – with full function buttons, a fast write time and an improved LCD screen. You can get a flash diffuser, close-up lens, and a host of other accessories for this little gem. AND, it does video too. What more could you want? Sweetness? You got it! Look for it in a Christmas stocking near you….
My visit with Subal was brief, but productive. Subal had only one new product to display – their new C20 housing for the Canon 20D. It incorporates all of the normal features that you find in Subal housings, and looks pretty good too. Then there’s that pesky little 5D…..sooooon….sooooon.
![]() The Subal booth |
![]() Subal C20 housing for the Canon EOS 20D |
![]() Subal C20 housing for the Canon EOS 20D |
![]() Subal C20 housing for the Canon EOS 20D |
Ultralight showed their solid tray offerings, but didn't show any new products except for an alternate adapter for Inon strobes. In addition to the angled adapter, there is also a small, straight adapter (the ball comes straight off the bottom of the strobe). All new INON housings and strobes being manufactured will use Ultralight parts.
![]() ULCS booth |
![]() Pivot for the Olympus 800 |
![]() Pivot for the Tetra Olympus 7070 |
![]() Pivot for the Tetra Olympus 7070 |
Watershot Inc. designs and manufactures low-pressure “splash” and high-pressure “dive” camera housing for underwater still imaging and motion picture imaging. As a matter of fact, if you’ve seen “Blue Crush”, “Pirates of the Caribbean”, or “Into the Blue”, then you’ve seen their work. This year they are featuring prototype housings for the Rebel XT and the Canon Speedlite 580 EX land strobe, which will offers a dome port diffuser and a 6-pin sync connector for Canon TTL. Jim Pena was happy to show them off and also casually mentioned the built-in laser pointer. Laser pointer?!?! That’s enough reason to get one right there!! Look for these in January 2006 and see their website for more info….
Happy Hour, with three rounds of drinks paid for by Underwater Colours, Wetpixel, and Aquatica.
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Well done Christa....lots of good information and photos for all of us who couldn’t make it
Karl
Great write-up and photos Christa! DEMA this year was really fun. It was nice to meet you all at the Wetpixel cocktail hour. Thank you to Eric, Bonnie, and Jean! Interesting how the photos got more psychadelic with each round of drinks.
Best,
Kathy Mendes
BTW...Ryan is known as Randy when not at DEMA cocktail parties. :-)
Sorry Kathy about the name mix-up. It was really loud in there and I could not hear names very well...most of them I didn’t even get. I apologize to Randy over the error.
Christa
Psyschadelic photos are a Haas Photography technique, only possible after 1-3 beers :) Wish they were bigger so you see the real effects !!!!!!!!!
It was great fun and chatter, plus meeting many people from the Wetpixel community.
Dave Haas
Christa,
It’s ok, there were alot of people and it was loud. You did great!
Love the picture of the NCUPS booth too. Thanks for including us.
Best,
Kathy
You can relate the amount of bluriness to the amount of David’s content of margarita :), it was a definite pleasure and a must do again event. Girl you have been busy and have done a great job on reporting.My tip of the hat to you.
Beneath the Sea is coming up this spring, let’s do that again.
That’s Not bluriness! That’s “swirlies” !
Please not center and other points of faces are IN focus! As stated, a “special” technique honed over muchos anos :) Plus cerveza.....
dhaas
Great report Christa