Seminar & Luncheon at Dive & Travel Expo 2012

"Communicating a Shared Vision" Dive Industry Association, Inc. and Dive News Network are pleased to Host a FREE Industry Luncheon Sponsored by American Underwater Products (AUP), Constant Contact and Palo Alto Software. Keynote Speakers are Sabrina Parsons, CEO of Palo Alto Software and Dana Pethia, Regional Development Director of Constant Contact.

 Reservations Required - RSVP Here

Keynote Speakers

Sabrina Parsons, CEO, Palo Alto Software

Sabrina Parsons is CEO of Palo Alto Software, , developer of the best-selling business planning software, Business Plan Pro. Palo Alto Software develops software and tools specifically targeted for entrepreneurs and small-business owners. Sabrina assumed the CEO role in May 2007 and is responsible for Palo Alto's business planning, fiscal and strategic goals and all of the company's traditional marketing.

Sabrina began her professional career with the marketing team at EnCommerce. In 1997, she became Director of Online Marketing at CommTouch Ltd. an email services company, and left in 1999 to help start was bought by and later by eBay, becoming an eBay property.

In 2000, Sabrina founded Lighting Out Inc., an internet consulting company. While at Lighting Out, Sabrina focused on improving conversion rates online for clients, achieving, in some cases over 100% conversion rate improvements.

In 2001, she moved to London, continued consulting with Lighting Out, and also founded a software distribution company. She eventually sold the company to Palo Alto Software and joined headquarters in Eugene, OR as the head of Marketing and Communications.

Sabrina, as a mother of 3 boys 7 and under, is the author of a blog about the challenges and rewards of being a "Mommy CEO" on Forbes Women.

She is a staunch supporter of entrepreneurs, and supports entrepreneurial organizations. She is President of the Princeton Entrepreneurs' Network, Sabrina will also chair the 2012 Willamette Angel Conference,

Sabrina believes in community involvement and is helping and volunteering in different organizations in Eugene, OR to help further economic development and public education in the community. She sits on the Board of Directors for the Eugene Chamber of Commerce, , on the Board of Directors for the Whole Earth Nature School, and has been nominated by the School Board to join the budget committee for the 4J School District starting in January 2012. She is also the technology advisor for the Fox Hollow Charlemange Elementary School PTO.

She is a graduate of Princeton University. Sabrina is a certified scuba diver.


Dana Pethia, Regional Development Director, Pacific Northwest, Constant Contact

Dana Pethia is Constant Contact's small business marketing expert in the Pacific Northwest region. With a passion for building great customer relationships, Dana applies more than 20 years experience in marketing, branding, public relations, community relations, and donor development. She is dedicated to helping small businesses, nonprofits, and member organizations convert casual customers, donors, and members into raving fans through online marketing. Dana is a member of several community and business development boards in the Pacific Northwest and has been sought after as a speaker for her business expertise and motivational style. Dana has called Washington State and Olympia her home for all of her 40 years. When Dana isn't traveling and providing marketing education for Constant Contact, you'll find her scuba diving, snow skiing, hiking or planning for her next outdoor adventure.

Company Bio: Constant Contact is revolutionizing the success formula for small organizations through affordable, easy-to-use Engagement Marketing tools that help create and grow customer relationships. More than 500,000 small businesses, nonprofit organizations, and member associations worldwide rely on Constant Contact as their engagement hub for starting and driving ongoing customer dialogs through email marketing, social media marketing, event marketing, and online surveys. All Constant Contact products come with unrivaled know how, education and free coaching with a personal touch, including award-winning customer support.


Rick Stratton, Publisher Dive News Network

Rick Stratton is a man with an equal love for the Sea, Air and Land. He is an avid Diver, Aviator and lives on a ranch. Rick is the Owner of the Dive News Network and Publisher of five Dive News Magazines; Northwest, Northeast Dive News, Mid-West, Southeast, and Southwest. Rick produces the two annual Dive & Travel Expos in Tacoma, WA and Santa Clara, CA. A retired Naval Aviator, Commander Stratton flew combat missions in the Gulf War.

Topic - Opening Remarks: Rick will welcome the attendees at the luncheon, Give us some thoughts on the State of the Industry and Introduce Gene Muchanski.

For more information, contact Rick at Dive News Network, P O Box 1494, Oak Harbor, WA 98277-1494. Phone: 360-240-1874. Fax: 360-279-1814. Web:


Gene Muchanski, Executive Director, Dive Industry Association, Inc.

Gene is a Marketing Consultant to the Dive Industry and Executive Director of the Dive Industry Association, Inc. Gene has spent over 45 years in the dive industry as a Diver, Author, Educator, Entrepreneur, and Business Consultant. Gene has been an Instructor for NAUI, PADI, NASDS, CMAS, the U.S. Navy and a NAUI Course Director and Instructor Course Curriculum Developer. Graduating from the University of Connecticut with a degree in Marketing, Gene was NAUI’s first Marketing Director, National Sales Manager for Action Plus Wetsuits, Product Manager at U.S. Divers and Marketing Consultant for American Underwater Products (Oceanic, AERIS, Hollis). A Navy Deep Sea Mixed-Gas Diver and Diving Supervisor, Chief Muchanski spent 24 years “Diving The World Over.” Gene is an SSI Platinum Pro 5000 and is listed in the 2009 Diving Almanac & Book of Records Who’s Who.

Topic: "Keynote Speakers Introductions" & "10 Quick Tips to Connect with the Dive Industry" Gene will offer ten quick tips to stay connected to the dive industry. Gene will introduce the two Key-Note Speakers, Sabrina Parsons and Dana Pethia.

For more information contact Gene Muchanski, Dive Industry Association, Inc., 2202 Lakewind Lane, League City, TX 77573. Phone: 281-554-2025. Fax: 281-554-8050. Cell: 832-247-5315. email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it Web: Web Directory: Facebook:




Reservation Service Provided by Scubaocity. RSVP HERE

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