This country has a huge number of shooters, but only a small percentage of those seem to be interested in accuracy. I'd say the vast majority of American gun owners have never seen a really accurate rifle,whether it be an Anschutz or a 600-yard BR gun), much less shot one.
The Media Hasn't Helped,Nor have manufacturers)
Accordingly, most gun owners really don't have a notion of what the accuracy game is about, and the "gun media" doesn't really do much to promote competition at all,except maybe cowboy action and IDPA).
Manufacturers have done a miserable job of selling the desirability of ultra-accurate arms in this country. Instead nearly every ad dollar is spent talking about "stopping power" and "tactical weapon systems". At the Shot Show, not one large American arms maker was promoting a match grade rifle.,But you'll find scores of black "tactical" rifles and pricey shotguns).
I agree with the previous poster that we have to look at marketing and event "packaging" if we want to entice new shooters. Shooting sports need to be pitched as cool, exciting, and perhaps most importantly, the kind of thing an "Alpha male",or "Alpha female") does for fun. Think how golf is marketed. It's marketed as a sport for successful people.
Getting back to specifics, in California, there are now 36 million residents,acc. to the US Census Bureau). I figure at least 15%, i.e. 5.4 million, are gun owners. But realistically, maybe only 4,000-5,000 people in the entire state regularly participate in any kind of firearms competition. Could be a lot less in fact.
How do we increase participation? First clubs have to spread the word that they exist--that means hosting "fun shoots" where newcomers,and local newspaper writers) can try things out.
Second, we have to find a way to get the handgunners and "tin can shooters" interested in stepping up to precision rifles. Part of that is my job--making precision rifles and precision shooting seem "cool" and appealing. Look at how motorcycling is covered--there is a great emphasis on repli-racer motorcycles and they have become hugely popular with younger riders, most of whom will never, ever use most of those bikes' capabilities. But the point is that the repli-racers are considered cool--so they sell.
We, my friends, have something even better--For a couple grand, a person can actually go out and buy a custom rifle that literally is the equivalent of a Formula 1 Ferrari--the best in the world, the state of the art, an instrument capable of putting its owner in the record books.
THAT is something really amazing when you think about it. But nobody is getting the message that we are shooting the equivalent of Ferrari Enzos or $50,000 motorcycles. Instead 9 out of 10 gun buyers just think, well heck, why spend $2500 when I can get a Stevens 30-06 for $350.00. But if they were told--with this gun, you could set a world record,and be the envy of all your friends), wouldn't that change things?
Shooting as a "High-Status" Hobby
Likewise we need to create a perception that shooting really accurate rifles is cool--something a successful young guy or gal would be interested in. I think that begins by making efforts to have trial days at ranges where novice shooters can get their hands on really accurate rifles. I note that Swiss rifle-maker Grunig & Elmiger pitches its product as the "Formula 1 of shooting"--that's a smart idea. When competitive shooting,with really accurate rifles) is perceived as something that matches the "successful, high-status" self-image people want, then they will get involved.
Trap shooting enjoys that high-status cachet, and that's why guys with money spend big bucks to buy Perazzis and join shotgun clubs. We need to figure out a way to portray precision rifle shooting as equally "elite" and image-enhancing.
I'll have a story about European 300m shooting up soon. When you see how these events are staged, and the type of shooters involved, you'll see that this event is obviously perceived as a High Status hobby--something like yacht racing. If we want precision shooting competition to be more than a tiny "fringe" activity in this country,practiced by maybe 1 in 5000 gun-owners) we need to cultivate that "high status" notion here, replacing the popular perception that shooting matches are just what a bunch of grumpy old gun nuts do.
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Back to specifics, the one thing I think that will boost match participation more than anything else is getting wives/girlfriends involved. Right now, most guys have a choice between going to a match or being with their wife/GF. Men will be much more inclined to go shooting, I think, if the wives/GFs will come too. Cowboy Action shooting has done an excellent job involving the ladies. We need to emulate that.