Classified Destination, Adventure Guaranteed: Black Ops Dive Travel by Gil Zeimer

This Issue’s Table of Contents
category: Retailing (7 min read)

A unique and creative way to market dive travel.

by Gil Zeimer, ScubaStoryteller.com and Zeimer.com, San Rafael, CA. His first book, “Scuba Storyteller: Mostly Humorous Diving Tales by an Addicted AquaNut” is now available on BestPub.com.

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IWHAT ARE “BLACK OPS?” Think secret, clandestine, off-the-books military or intelligence operations where the government denies any involvement. Think James Bond. Think “The Agency” (CIA). Think “Mission Impossible.”

That’s all Hollywood fiction.

But one Albuquerque company has dived in with both fins to offer an annual Black Ops trip for the past three years. I asked Lauren Vail, co-owner of ScubaCo Travel and its ScubaCo Dive Shop, and her partner, Yasmany (“Yas”) Fuentes, what the catalyst was behind this cool idea.

How Black Ops Was Born.

“The original concept behind this trip came from one of our instructors who wanted to surprise his friend with a special birthday dive trip to an undisclosed location,” said Lauren. “We loved that idea so much that it evolved into a Black Ops trip.”

“We’re located about six miles from Kirtland Air Force Base, which employs between 20,000 to 23,000 active-duty military, civilians, contractors, and Guard/Reserve personnel. Since many of our customers are stationed here, we thought a Black Ops dive trip would grab their interest because they often hear, ‘Show up and find out.’”

Yas added, “This type of trip was a perfect complement to ScubaCo Travel’s offerings because we created our company to give dive retailers and traveling divers a higher level of service than the standard wholesaler model. So instead of simply booking trips and stepping away, our team supports customers from departure to return, helping with airport delays, special occasions, certifications, emergencies, and on-trip coordination.”

A Redacted Letter Masked Key Facts.

For its first Black Ops trip in 2024, ScubaCo Travel mailed a plain manila envelope to prospective operatives with a redacted “Top Secret” letter highlighting a one-of-a-kind, high-stakes adventure where nothing was known except the dates and the price.

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“Beyond that, it was all a mystery,” explained Lauren. “The destination, itinerary, and even their fellow operatives remained Extremely Classified until the mailing list recruits uncovered the truth through clues, challenges, and games each day. Best of all, to further add to the mystery, the operatives didn’t find out where they were going until they got to the airport!”

“We wanted to determine whether they were resourceful enough to crack the codes,” she continued. “If they were adventurous enough to embrace the unexpected… if they’d get excited reading ‘This is not your average vacation – it’s a journey where your instincts, curiosity, and adaptability will be put to the test.’”

In that mailing, the ScubaCo Travel team telegraphed “What to Expect,” with all the markings of a top-secret military operation:

Daily puzzles and riddles revealing each day’s mission.
Thrilling, immersive experiences in a secret location.
A team of equally adventurous, like-minded mystery seekers.
Unparalleled excitement as the adventure unfolds in real-time.

Yas declared, “We closed the first letter with ‘Invite Only’ – stay tuned for delivery of directives, get ready to dive into the unknown, and asked them to contact us to accept the mission of a top-secret trip they only knew would include a seven-night stay, food, and round-trip airfare departing from the ABQ International Sunport.”

To ratchet up the mystery even more, operatives were told not to share any information with their friends or dive buddies, and to use secretive code names.

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Exciting, But Not Inexpensive Trips.

Though the first Black Ops trip in 2024 cost $4,000, it sold out in three weeks. Lauren and Yas flew with 18 operatives to Cozumel for diving, sea turtle hatching and releasing, a local scavenger hunt, enjoying local cuisine, diving cenotes, snorkeling with whale sharks, and much more.

At the airport, curious passengers asked, “Where are we going?” Lauren would answer, “You’ll find out. Everything about this trip is ‘Classified’.”

They also asked, “What will we do there?” Lauren again provided the same answer.

“Every day, they got clues about that day’s activity; they had to figure it all out, and they earned points for correct answers. At the end of the trip, the winner received a valuable prize that varied by trip but could include up to $500.”

And the operatives just ate it up like a seafood buffet after a three-tank dive.

“It’s no longer just a dive trip,” said Yas. “It’s 50% diving and 50% adventuring, solving math problems and such. It’s like Sherlock Holmes meets The Amazing Race for scuba diving travel. And if they break the rules, they can lose points, costing them the mission, or if they step over the line, they’re not invited on the next Black Ops trip.”

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Black Ops Trips #2 and 3: Puerto Rico and La Paz.

For 2025, the Black Ops trip was the week of Labor Day in Puerto Rico, and the price tag from ABQ round-trip was $4,200 for a surprise-based adventure program that blended scuba diving with kayaking in a bioluminescent bay, vibrant local culture, and dinner in the sky.

Lauren added, “This trip sold out even quicker than our first Black Ops a year earlier, again with 18 operatives who looked forward to an unknown adventure, diving, games, camaraderie, and amazing food.”

The next Black Ops trip in May 2026 was a short flight to La Paz, Mexico, to dive in the Gulf of California where the passengers could witness some of Earth’s most diverse sea life in the fabled Sea of Cortez, called “The Aquarium of the World” by Jacques Cousteau.

Finally, Black Ops #4 “Extreme” is slated for August 28 – September 5, 2027, at a cost of $6,008 for each of the 18 operatives, which promises to have as much adventure above the water as below. And that’s all the Mission Commander has allowed me to tell you.

Fantasy Island Has Been Rebuilt.

ScubaCo Travel is also part owner of Roatan’s largest private resort: Fantasy Island Dive Resort.

“If you’ve heard rumors that the resort has burned down, they’re not all true,” Yas explained. “Twenty-five rooms were lost to the fire; the remaining rooms have been rebuilt with premium upgrades. Additionally, out of the ashes, the resort has created two new swimming pools and a brand-new restaurant facing Roatan’s stunning sunsets, with more to be unveiled through the reopening phases. The diving access makes the property even more unique, including nearby wrecks, reef walls, shore access, and memorable night dive experiences.

“Our trips offer three meals a day, unlimited alcohol, unlimited shore diving, and three boat dives a day with an optional fourth drop-off dive. It’s not just diving; it’s a luxury dive resort at an affordable rate at the island’s largest resort. I almost forgot to mention that there are plane wrecks, shipwrecks, turtles, and muck diving all available on shore dives right in front of the resort.”

Finally, Lauren said, “Best of all, once your dive shop books through ScubaCo Travel, for all associated customers that book future travel directly with us, the referring dive shop earns the commission. Your customers remain yours for life; together, we grow.”

The Bottom Line.

Now that you’ve been cleared for a few of the details behind Black Ops, the next move is yours: offer this mysterious adventure with the assistance of ScubaCo Travel to your own operatives, join one of ScubaCo Travel’s scheduled Black Ops missions, or discover what else is waiting beneath the surface.

From the mystery of Black Ops to ScubaCo Travel’s partnership in Fantasy Island Dive Resort, bringing world-class shore diving, all-inclusive escapes, and unforgettable experiences for divers and non-divers alike, Lauren and Yas are creating new ways for dive shops and their customers to explore the world together, while ensuring your customers always remain yours.

Ready to see where the next adventure could take you? To find out more about Black Ops or Fantasy Island Dive Resort, contact Lauren Vail, they’ll take it from there.