September 12, 2011– Beretta will hold the second annual Beretta Trident Expo in Dallas this Friday and Saturday, September 16 and 17 from 10am to 6pm each day at the Beretta Gallery in Highland Park Village.

This year the event kicks off Thursday evening, September 15, with a reception to introduce the newest venue in the Beretta Trident Program and its first Three Trident rated venue, Guayascate Lodge in Cordoba, Argentina.

On Friday and Saturday seven more lodges will join Guayascate at the Expo. Cabin Bluff, Los Chanares and Sierra Brava, also new to the Beretta Trident Program will be exhibiting alongside the four original Trident lodges; Cheyenne Ridge Signature Lodge, Joshua Creek Ranch, Pine Hill Plantation and Highland Hills Ranch.

“We had a great crowd here last year and we’re expecting an even bigger one this year now that our customers know what to expect, and because we’ve got sales and seminars inside and demonstrations and exhibitors outside the Gallery we draw a lot of passersby,” said Ian Harrison, Manager of the Dallas Gallery.

Throughout the course of the event there will be representatives on hand from each lodge to talk about their unique properties and to answer any questions. Many of the lodges are offering discounts on hunts booked during the Trident Expo.

In addition to plenty of barbeque, there will be workshops and seminars, bird dog demonstrations and artists showing their work. And the gallery’s expert gunsmith will be on hand to field questions or assist in selecting a new firearm. The Gallery will also offer sale items and special discounts throughout the event.

For more information about the Beretta Trident Expo visit

Beretta, established in 1526, is the oldest industrial dynasty in the world tracing its roots through 16 generations of continuous family ownership. Firearms bearing the Beretta name have been sold for almost 500 years.  Beretta USA Corp. was founded in 1977 and supplies the standard sidearm to the U.S. Armed Forces.  Today, Beretta manufactures, distributes and markets a complete line of firearms, accessories and apparel.  Beretta also owns and operates six retail Beretta Gallery stores worldwide. For additional information, visit

About The Beretta Trident Program:

The Beretta Trident Program earlier this year received the “Shooting Sports Award of Excellence” from Sporting Classics Magazine recognizing the Program’s groundbreaking efforts in developing a rating system for hunting and shooting sports venues that provides consumer confidence in the quality of the field sports, accommodations, and guest services. “Tridents” are awarded to designate a venue’s level of excellence – similar to the Michelin® Star program for fine dining.

Branded by Beretta, the Trident Program is a unique quality-rating system that provides an objective assessment of the complete guest experience at exceptional shooting sports venues. Affiliates of the Program must share Beretta’s commitment to providing a remarkable hunting and shooting sports experience, one that can be enhanced by the superb craftsmanship, features and aesthetics found in every Beretta product. The Beretta Trident Program, along with the commitment of its Affiliates, guarantees the highest levels of quality for the hunting and shooting enthusiast.

The Beretta Trident Program is managed by Sporting Heritage Corp. a field sport consultancy. SHC is responsible for conducting the evaluations, executing the brand qualification process, and ongoing quality assurance. For more information about the Beretta Trident Program and its Affiliates, please visit

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