Earn Your Stars: A Metric For Range Excellence.

Author:Smithfield, Taylor

Forty-two lanes, 42,000 square-feet, a million-dollar inventory, on-site gunsmithing shop and training program make Poway Weapons & Gear Range, located in a suburb of San Diego, the largest indoor shooting range on the West Coast. However, it's their commitment to provide shooters with unmatched, quality experiences that makes them one of 66 ranges to receive the National Shooting Sports Foundation's coveted Five-Star rating.

Scoring Criteria

Based on excellence in four key areas, the NSSF Star Rating system relies on a comprehensive assessment that looks at a range's appearance, management, shooting sports development and amenities. Ranges submitting themselves for review have the chance to earn either five, four or three stars (two- and one-star ratings are also possible outside of the assessment). Revamped in 2016, the NSSF Star Rating system assess areas like store signage, corporate technology, marketing, staff training, security, leadership, range equipment, facilities, etc. A few examples of scoring criteria from the assessment include:

* Clean and uncluttered windows;

* A professional website;

* Using customer conversion data to improve periodic sales performance;

* Possessing a written marketing plan that has been updated in the last 12 months;

* Employees are monitored for firearms retention practices and awareness;

* CCTV camera system covers more than 90 percent of the facility (inside and outside);

* Offering free or low-cost introductory shooting programs throughout the year;

* A modern electronic target-retriever system is utilized in all lanes and the equipment is well maintained;

* Surface lead checks are conducted regularly in all employee and public spaces;

* Retail cabinets are separately lighted;

* Range has an indoor lounge where customers/members can relax and/or escape the weather.

Personal Accountability

Founded in 2015, Poway Weapons & Gear also earned their Five-Star rating based on excellence in firearms training. Its state-of-the-art training facility offers courses on safety, defense, tactics and survival as well as a variety of security and instructor certifications. Every inch of the store is a testament to good branding; from signage, to the impressive appearance of the interior and exterior--namely their professional and creative building design, their sleek, modern lanes and cohesive retail space. With such impeccable standards, it's not difficult to see how Poway secured their NSSF Five-Star range rating.


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