An Ex-Shark Diving CEO's Second Act

The Ex-Shark Diving CEO

I consider myself to be one of the luckiest fellows ever to have welded up a shark cage and set forth on the high seas of the Pacific to make my fortunes.

Well, it didn't quite happen like that, but 12 years ago the world was a different place.

Social media had yet to be born, digital cameras were still in development, and smartphones were still dumb phones...oh and people hated sharks.

Seems a bit anachronistic now, people hating sharks, but believe me 12 years ago welding up a shark cage was a really big deal.

So was the thought of creating a thriving commercial shark diving business 210 miles off the coast of Mexico at a tiny speck of land called Isla Guadalupe. But thanks to some fellow adventurers, one of them being Greg Grivetto with Horizon Charters, we forged ourselves into one of the best little shark diving companies on the planet - Shark Diver.

For the next decade I had the time of my life. Who would not want to be in the company of simply Titanic sharks each year and call that a job? Additionally, I got to name a few like Shredder (now departed) and Kimel.

We created a few unique conservation programs along the way, started a few shark tagging and research programs, did a lot of cool film and TV, and I dabbled in a blog that pissed off absolutely everyone off in the now growing, "shark diving industry."

Let me say a few words about that.

With few exceptions, most everything I wrote about over those many years has come to pass. I came into the shark world as a seasoned tourism and travel veteran having run 21 day tours all over good mother earth. Through those travels I got to see tourism and travel development in many countries including wild animal tourism development grow and thrive and...in many cases go wrong.

The shark diving world was growing and changing, my goal was to be a voice, and it was a great time to have a voice - at the very beginning.

Fast forward to 2012. It had now been well over a decade in the shark biz, the industry had grown and was in the middle of the 'teenage years' with social media adept youngsters trying to make their mark with sharks by riding them in bikinis - or putting bird cages on their heads.

I have never been a fan of teenagers, or their antics, and that got me thinking.

Was I going to spend the rest of my life with sharks?

The answer, as it tuned out, was a resounding - no.

I have always been one to tackle big things in life. To tread boldly where few have gone before and to create, build, and develop new ideas and new ways of doing things. So I traded Shark Diver for a very big bag of cash (thanks Martin Graf) and contemplated an Ex-Shark Diving CEO's Second Act.

Next BIG oceans idea - saving broken reefs - with design

A second act is a tall order, you do not always succeed, you sometimes fail, but you always learn.

At the ripe old age of 46 I am more about success than failure so I got the idea for Reef Worlds and went from there.

So here's the BIG IDEA.

Near shore resort reefs are in severe decline around the world. This is best exampled by the Caribbean where close to 80% of reefs are in decline or gone completely.

What *if* resorts around the world treated their near shore reefs as they did with their landscaping, what if they actually considered the oceans past the high tide mark offering an estimated 500 million tourists each year a chance to interact, become educated, and save the oceans at the same time?

To accomplish this resorts would need an incentive. Their new house reefs would have to be fully monetized because resort developers and resort management companies like Starwood do not do anything that does not add to the bottom line - and rightfully so.

This was the brainchild behind Reef Worlds. Re imagining what denuded house reefs could be, could look like, and could do for regional habitat with artificial reefs or as we call them - Dynamic Reefs.

Not all resorts need reef rehabilitation, but as we discovered in Dubai, whole coastlines without reefs are a perfect match for what we had in mind and it's working.

So, this is what an Ex-Shark Diving CEO does with his time, that and fly fish, or dabble in wave power companies, and yes I am writing a blog. But cringe not dear reader for no one on this blog is taken to task.The funny thing about coral people, none of them wear bird cages on their heads and all of them are struggling mightily to save reefs with simply great ideas.

Kind of like where the shark world was back in 2003 when an out of sight, out of mind problem called "shark finning" was the big issue of the day.

We can choose to sit on the sidelines and watch things change, or we can be the agents of change. Let me tell you, being a change agent is a lot of fun, once you try it, it will change your life forever.

Patric Douglas CEO
Reef Worlds

Modern use of Artificial Reefs and Materials

Today’s artificial reef materials are no longer the underwater junk yards of the past but marine resources which are carefully deployed and calculated to last at least 20 years without harm to wildlife or the environment. Decommissioned steel hulled ships, military surplus, nested concrete culvert, and durable “materials of opportunity” are still utilized today.

Additionally, new engineered concrete artificial reef modules that support specific species and various life stages of fish have been developed. Current fisheries research seeks to refine materials, design, and placement of artificial reefs to maximize conservation through planned monitoring activities.

Within hours of sinking a vessel or concrete reef, baitfish move into their new home. This initiates a parade of marine life over several months. The hard structure of an artificial reef is slowly colonized by soft corals, sponges, plants, and barnacles.  Baitfish will soon have new neighbors, as snapper and grouper take residence. Nearby sand sediments come to life with sea stars, sand dollars, and other invertebrate species.

Economic Benefits of Artificial Reefs


Artificial reefs support more than just fish. They support jobs and people that earn a living from tourism associated with diving and fishing. In 1998, Florida State University researchers, estimated fishing and diving activities supported nearly 8,136 jobs and 84 million dollars in salary each year in Escambia, Santa Rosa, Okaloosa, Walton, and Bay counties. Despite the age of the study, it provides an idea of how vital artificial reefs and marine recreation are to Northwest Florida.

The Euro-Mediterranean conference on artificial reefs

Artificial Reefs are also known as Dynamic Reefs when applied to resort development waterfronts and tourism.

At Reef Worlds we have been leading the Dynamic Reef Revolution.

The Euro-Mediterranean conference on artificial reefs was held in Marseille from 5th to 8th February 2013 (conference web site). This event brought together over 230 participants from 17 different countries . Even if artificial reefs (ARs) are not present in every Marine Protected Area (MPA), the questions they raise coincide to a large degree with MPA managers’ areas of concern. Therefore, MedPAN was very interested in taking part in this meeting. We would like to present to you here a short summary; focusing on some points that are directly linked to MPAs, pending the findings and proceedings of this conference.
 
The topics discussed were: 

• Reefs and coastal zone management; 
• Tourist reefs and wrecks; 
• Promotion of artificial reefs; 
• Management of reef sites.

An overview of artificial reefs in Mediterranean MPAs

This conference was an opportunity for MedPAN to make a preliminary survey on artificial reefs in Mediterranean MPAs. This inventory was presented by Marianne Lang and is based on data collected via a questionnaire whose main objective was to identify artificial reefs submerged in MPAs or on their boundaries. 

This study’s results are based on responses from 36 managers of marine and coastal protected areas in the Mediterranean. The trends found in the survey need to be to be confirmed over a broader range. Therefore, we would like to ask MPA managers who have not yet done so to take a few minutes to answer this questionnaire. 

Half of the sites surveyed have a connection with ARs, the other half do not (the main reasons mentioned being insufficient financial resources for their implementation, lack of knowledge and technical resources and the presence of natural reefs).

If we look more closely at MPAs connected to artificial reefs (these are mainly located in the EU), it is clear from this first study that the presence of ARs in MPAs is generally because they are part of multi-stakeholder projects, frequently involving fishermen and local authorities.

The study shows that a majority (56%) of MPA managers who deal with reefs have seen changes on both the environment and users' behaviour: they mention in particular the "reef effect" which is similar to the MPA's spill-over effect, the effectiveness of anti-trawling reefs and the ARs contribution to managing marine resources which benefits fishermen in the outlying zone.

These observations and the results from MedPAN’s recent survey of ARs in Mediterranean MPAs were supported by experience feedback heard during this conference. In fact, Marine Protected Areas often came up in terms of management issues or to highlight the complementary nature of MPAs and ARs in a policy of integrated management of coastal areas.

AR and MPA: complementary tools for integrated management of coastal areas.

An artificial reef project can meet several environmental and socio-economic objectives . However, historically ARs were often submerged for a specific purpose. In the Mediterranean, artificial reefs are frequently submerged for fishery purposes on the professional fishermen’s initiative. 
Naoufel Haddad, the Founder and Chairman of the Tunisian Association for the Development of Artisanal Fisheries (ATDEPA), explains this in his article ‘Artificial Reefs: a haven for artisanal fishermen in Tunisia’.

Similar experiences unfold across the Mediterranean: the Blue Coast Marine Park near Marseilles has been involved since 1985 in developing reef programmes for production and protection. Their primary purpose is also to reinforce the dynamics of a territory where there is a busy artisanal fishing sector. On the “Blue Coast” and in the Gulf of Gabes in Tunisia, artificial reefs have helped to reorganize the fishing territory by pushing trawlers further out to sea so that small-scale fishing can use the coastal strip better (the use of dormant nets which are more selective and less aggressive than towed nets for fish stocks).

Recognised for their positive effect in terms of fishery resource and ecological benefits, artificial reefs are accepted and mastered by fishermen  and arouse the interest of other stakeholders (recreational fishing, diving, environmental education, research ...). According to Eric Charbonnel, chief scientist at the Blue Coast Marine Park, they act as real "energy catalysts" which enables a bottom-up dynamic in developing common rules.

The ARs can thus be equally regarded as good tools for the preservation of the environment, sustainable development and dialogue, thus complementing well MPAs in the integrated management of coastal areas. 

Management issues on artificial reef sites

The participants in the AR sites promotion and management workshops  all stressed the need for a co-built and co-responsible management system involving all stakeholders over the long term which follows specific objectives (a management plan). 

They also pointed out inadequate management, particularly for ARs outside Marine Protected Areas. In fact, most of these do not have the support of a specific management body or sustainable funding. The participants discussed some possible solutions to overcome this lack of management and resources by creating partnership agreements with professional fishermen and divers for surveillance or even establishing direct or indirect taxes as a source of funding. Finally, following the example of the Prado Bay in Marseilles, it was recommended that communication, awareness and education aspects be taken into account during the whole lifecycle of each AR project.

In addition to these lines of action, participants particularly stressed the need for a broad and integrated management on a larger scale than just the AR itself: locally, the creation of Natura 2000 sites at sea or the implementation of Bay Contracts can provide a good context to move towards global management which is integrated on a territorial level. This vision can be shared nationally through framework documents, like France’s recent strategic document for the implementation of artificial reefs.

The ARs can legitimately find their place in the management framework of a Marine Protected Area, as long as the AR project is truly part of the MPA’s objectives: "MPAs are a means to work on the erosion of biodiversity, artificial reefs are another. When artificial reefs are in a MPA, the issue is then managing these reefs within the MPA’s integrated policy. It is indeed important to avoid separating the two: artificial reefs can play a role in the MPA, but they must be managed in accordance with the MPA’s policy"(Renaud Dupuy de la Grandrive, Director of the City of Agde Marine Environment).

On this topic one can also read: 

Artificial reefs: a multipurpose tool for marine life conservation. 

How Artificial Reefs and MPAs can work together in an integrated approach: the Andalusian experience.

Artificial Reefs: a haven for artisanal fishermen in Tunisia

ARTIFICIAL REEFS FOR RESORTS: WHAT’S IN YOUR WATERFRONT?

Typical dynamic reef location for tourism and environment

Artificial Reefs are also known as Dynamic Reefs when applied to resort and development waterfronts.

At Reef Worlds we have been leading the Dynamic Reef Revolution.

Reef Worlds design teams spent 2012 reviewing the state of five-star resort waterfronts in the Caribbean and Pacific. Their report shed a new light on the underwater world beyond the high tide mark.

(TRAVPR.COM) USA - March 5th, 2013 - With well known resort brands spending millions of dollars on land-based renovations and new construction, few have yet to discover their own waterfronts -- underwater -- as a source of revenue and completely unique client engagement.

“It’s all about creating an emotional engagement,” says Dave Taylor Director of Development at Reef Worlds, an L.A based underwater design and development company.

“There’s an estimated 500,000 square miles of accessible ocean front sitting right off mainstream hotel chains and fractional ownership resorts across the Caribbean and Asia that no one has created any meaningful engagement with. The resorts who own these spaces still consider the high tide mark their responsibility. The end result are waterfront spaces that no one wants to snorkel on, or dive on, worse yet spaces that wildlife, (the reason people engage with the water), are leaving because of environmental neglect. Reef Worlds creates the kind of habitat that can bring these spaces back to life with artificial reef elements that are designed for both tourism and the environment."

Taylors design team create unique and iconic underwater worlds on resort waterfronts in the 'goldilocks zone' for tourism and wildlife. “Today’s clients want to create their own vacation content and share it via social media with the world. it’s imperative that these unique emotional ‘engagement points’ be worthy of that content creation. The images and videos they share that are ultimately branded to the resort turning your clients into marketing machines for your brand.”

Dave Taylors design and build team are avid water users and have traveled extensively around the world to discover the state of resort waterfronts in 2012 and their report was not pretty. “We found old tires, garbage, sand bottoms, broken coral, and wildlife that was barely hanging on. In short not a place you would want to grab a snorkel kit and go explore and these were 5 star developments and fractional ownership properties.”

Reef Worlds engagement solutions for resorts are simple. Take the concept of an artificial reef, typically rock tailings, rip rap, and or concrete shapes that have no tourism value and fundamentally redesign the concept to create entire worlds underwater for tourism and wildlife. Reef Worlds harness 5,000 years of human design elements with a touch of Hollywood magic to deliver underwater experiential sites that capture and hold mass tourism within a resort developments own footprint.
They are also designed as revenue generators from the day they are placed onsite.
 
Tourism Revenue 101

“Snorkel rentals have some compelling numbers behind them. A typical snorkel set rents for $20-30USD a day, and at just 100 sets a day you’re looking at close to a million dollars in revenue generation for the resort, plus habitat creation with the increase of bio mass and colorful fish to your waterfront. But the Holy Grail of Reef Worlds are the newly branded vacation memories for your clients and their entire family in a way that is practically maintenance-free. Try getting all that from a land-based water park.”

If You Build It

Habitat creation is important for regional wildlife. Many resorts worldwide are suffering from extensive habitat loss underwater. Reef Worlds builds the kind of large structures that attract soft coral growth, herbivorous fish, and schooling fish species. Reef Worlds design teams also employ marine biologists and fish ecologists to design underwater worlds that also act as instant habitat creation.

“The next decade will be all about who has the ability to create an emotional connection with their client base. After all, one beach is the same as the next beach and you can only add so many swimming pools and land-based attractions before you start running out of space. Our message is simple, start building underwater and discover how easy it is: re-engage your clients and get them to use social media to spread the word about your resorts while helping the regional environment at the same time."

About Reef Worlds

At the intersection of art, science, and the environment is Reef Worlds. When a unique team of film and television designers, dive site developers, and marine biologists got together they dreamt of a better way to experience the undersea realm - the result was Reef Worlds.

Artificial Reefs as Recreational Scuba Diving Resources: A Critical Review of Research

Typical dynamic reef location for tourism and environment

Artificial Reefs are also known as Dynamic Reefs when applied to resort and development waterfronts.

At Reef Worlds we have been leading the Dynamic Reef Revolution.

 The Reef Worlds team found this artificial reef paper interesting, you might as well.

This paper reports on the increasing practice of developing and promoting artificial reefs as sites for scuba diving tourism and recreation. A comprehensive definition of artificial reefs is presented that encapsulates the diversity of structures used by marine recreationists, particularly scuba divers, followed by a review of existing literature that specifically examines artificial reefs as a resource for the conduct of recreational scuba diving.

Three main thematic areas were identified in the existing literature: social dimensions, socioeconomic impacts and environmental engineering.

 A typology of artificial reefs is offered to better describe and categorise artificial reef structures according to unit characteristics that may influence recreational use such as material used, appearance, complexity and cost.

 The paper presents a conceptual model that identifies the components of an artificial reef scuba diving experience and discusses the potential of artificial reefs to act as tourism resources and management tools to redistribute scuba diver numbers away from natural reefs. Directions for future research are suggested, emphasizing collection of data on aspects of the artificial reef scuba diving experience to better inform marine resource management.

Paper here.

Fisheries Management and Artificial Reefs

Artificial Reefs are also known as Dynamic Reefs when applied to resort and development waterfronts.

At Reef Worlds we have been leading the Dynamic Reef Revolution.

Highlights from last week’s Northwest Florida Artificial Reef Workshop which included Bill Lindberg, Bob Shipp, Will Patterson, and Luiz Barbieri. 

These researchers provided information regarding the current state of reef fisheries in the Gulf. Additionally, they suggested strategies for use of artificial reefs.  

Artificial reefs have a wide variety of positive net uses and benefits which are just now enjoying the kind of in depth research and understanding that drives innovations.

Please view the session recording by clicking here.

Film/TV and Commercials Underwater Productions - Reef Worlds

Underwater Sets - Film/TV and Commercials

The underwater world is the least filmed and utilized on a commercial level due to the shortage of production support and underwater vision. At Reef Worlds our entire team come from creative film and television backgrounds - underwater. We build for advertising clients like BBDO who demand the unusual and technically challenging and we deliver.

We are also accomplished filmmakers and creators of some of the most memorable and cutting edge water based commercial moments filmed in the last five years.

We design, build, deploy and manage entire production sites underwater for television commercial and film. Imagine lost cites, Mayan Ruins, meticulously designed and executed sets, wild sharks, colorful tropical fish and even...mermaids. We create and shoot these worlds both during the day and night.


Leading brands like Coke, Ford, Toyota, Nike, Amazon, Starbucks and Apple benefit from eye popping underwater worlds populated with charismatic mega fauna featuring their brands. We'll take your audience on a National Geographic style underwater adventure and exploration with your brand.

It's a vision thing, some brands get it, others would rather follow the current trends. At Reef Worlds we set trends, we don't follow them.

The Commercial Market

We know today's television marketplace for commercials is battleground and true breakout commercials that ultimately go viral need to the filmed in unique locations with stunning visuals. We create those locations from scratch, designed and built to your vision and set in locked down underwater locations and populated with wildlife - or not it's up to you, but as our team would recommend - always go big.

Reef Worlds production teams enjoy access to several underwater production sites in Florida and the Bahamas at shallow depth profiles and 100 foot visibility. Along with design and build our teams can offer you the following support:

Diving Coordinators Diving Supervisors Safety Divers Construction Divers Underwater Models Underwater Doubles Marine Scientists Shark Wranglers

Underwater Camera Operators Underwater Lighting Technicians Underwater Camera Assistants Researchers Marine Coordinators Boat Skippers Marine Assistants Marine Engineers

Let us show you new worlds to film and promote your brands. We're a phone call away and ready to share in your vision.