Angling Trade Magazine Sept 2009

September2009AnglingTrade.com

InSIde The GUIde ISSUe 2009 Fly Fishing Retailer Show Guide/ The Rest of Denver/ Guides as Ambassadors/ Oh Canada!/ Leeson’s Latest/ TU Wades In

TRADE

the buzz on the flyfishing biz

®

Show Guide pg 25

Angling Trade

8-03-09

AnglingTrade.com / Septem

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Departments6 editor’s Column

Grow Guides, Grow Business... Want to expand the sport and recruit new, dedicated anglers? Do more than cheap gear for guides, and in turn, expect guides to do more as ambassadors for flyfishing. By Kirk Deeter

10 Currents

The latest people, product and issues news from the North American fly fishing industry.

25 Special Section: The 2009 Fly Fishing Retailer World Trade expo Show Guide

Featuring exhibitor lists, the floor map, a complete list of events and seminars, and a letter from AFFTA president Gary Berlin... everything you need to navigate your way through FFR in Denver this year.

52 Recommended Reading

Ted Leeson’s latest masterpiece, Rosenbauer gets back to basics, and a new journal worth checking out.

60 Backcast

On first impressions... A great guide can turn an interested prospect into a devoted lifetime angler; likewise, a poor guide can turn them off altogether (thankfully not in every case). By Charlie Meyers

COnTenTS

editor

Kirk [email protected]

Managing editor

Tim [email protected]

editor-at-Large

Charlie [email protected]

Art director

Tara [email protected]

Copy editors

Mabon Childs, Sarah Warner

Contributing editors

Tom BieBen RomansAndrew SteketeeGreg Thomas

Contributors

Gary Berlin, Jay Cassell, Geoff Mueller, Will Rice

Photos unless noted by Tim Romano

Angling Trade is published four times a year by Angling Trade, LLC. Author and photographic submissions should be sent electronically to [email protected]. Angling Trade is not responsible for unsolicited manuscripts and/or photo submissions. We ask that contributors send formal queries in advance of submissions. For editorial guidelines and calendar, please contact the editor via E-mail.

Printed in the U.S.A.

Advertising Contact: Tim RomanoTelephone: 303-495-3967 Fax: 303-495-2454 [email protected]

Mail Address:PO Box 17487Boulder, CO 80308

Street Address:3055 24th StreetBoulder, CO 80304

AnglingTrade.com

Features22 You Scratch My Back and... The guide is the gatekeeper; the shop is the goods. Here’s a look at how guides and fly shops can (and should) work together to find mutual income benefit, with specific examples of companies and programs that are doing things right. By Jay Cassell

46 The Rest of Denver, ReduxBack once again by very popular demand, Angling Trade’s local Denver Hipnik dishes out the real skinny on the places to be and the things to see in the Mile High City during FFR 2009. By Will Rice

54 Oh Canada! If you’re looking for a market that’s more than holding its own these days, look north of the border. Some of that is circumstance; some of it enlightened market development... this is no mere Loonie tale. By Geoff Mueller

TRADE

the buzz on the flyfishing biz

®

T C X S E R I E S

s a g e f l y f i s h . c o m

© 2009 All rights reserved.

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COnTRIBUTORS

Geoff Mueller Geoff Mueller is first-time contributor to Angling Trade, but a well-known presence in the fly fishing world; he is the managing editor of Fly Fisherman magazine. He also happens to be Canadian, and in this issue he shares some meaningful insights on the positive goings on in the fly fishing market north of the border.

BECAUSE YOU NEVERKNOW WHICHACCESSORIES YOU MAY NEED...Angler’s Accessories proves again and again that high quality fly fishing accessories don’t have to be expensive to be great! Call, fax or email for our full-color 2009 catalog.

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rms.Will Rice

Will Rice has written often for The Drake, The Denver Post, and Angling Trade, among other publications. A Denver local, he reprises (for the third time) his wildly popular “Rest of Denver” feature on the best food, drink, and happenings in the Mile High City during FFR. (You’ll have to bribe him directly for the skinny on downtown carp fishing.)

Gary Berlin Gary Berlin is the president of the American Fly Fishing Trade Association (AFFTA). His letter kicks off the official Show Guide for the Fly Fishing Retailer expo, included for the very first time in this issue of Angling Trade magazine.

Jay Cassell Jay Cassell is deputy editor for Field & Stream and a regular contributor to this magazine. His distinguished work in outdoors writing and editing recently earned him the Excellence in Craft award from the Outdoor Writers Association of America, one of that organization’s highest awards for career achievement. (More on that inside this issue’s Currents section.)

Charlie Meyers Charlie Meyers is the outdoors editor of The Denver Post, and editor-at-large for Angling Trade. Over his extensive outdoor writing career, he has also contributed fly fishing stories to more publications and websites than we can list in this space. It’s an honor to have his “Backcast” column a regular component of this magazine.

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edITOR’S COLUMn

I’m also happy to have included in this issue the official Show Guide for the 2009 Fly Fishing Retailer Expo, to be held in Denver September 10-12. In a nutshell, you’ll find the latest, most relevant information on the business happenings at FFR (and beyond FFR), right here, supported by advertisers committed to enhancing the fly fishing market.

I’d like to tell you that this strong issue signals that the economic worm has turned, the market has stabilized, and continued growth is in the offing. A year ago, I wrote in my column that the essence of fly fishing is inherently power-ful and appealing enough to transcend a weak economy. Indeed, I’ve heard a lot of companies reflect on the past year by saying “it wasn’t as bad as we thought it would be.” Some even reported record sales. Others, of course, took it on the chin. Whether or not you think the apocalypse has happened or will happen, the fact remains that this indus-try is still challenged. Anyone who wants to profit in this business must work harder and smarter. And collectively, we must not only service the base, but also expand it.

So how do we expand the base? How do we get people buying fly gear? Cash for clunkers (or lunkers)? Offer a trade-in rebate on old spinning gear? Eh… maybe. I know that nothing talks like money. You want the bass nation’s attention? Go buy an insurance policy, then hang a million-dollar bounty out there for anyone who can win a major B.A.S.S. event with a fly rod. It won’t happen in the

near future, but I have a hunch a lot more kids in Alabama will start noodling around with fly rods.

Still, it seems to me that we’re in a place where we must get more from the resources and people we have on the team. We have to embrace a core-out philosophy.

I think (and have always thought) that this starts with guides. You can say all you want about new technology and products, and sharp marketing slants, and having an environmental conscience, and slick videos, and television shows, and websites, and blogs, and all that stuff… yet in the end, the real living essence of this sport still comes down to the men and women who have fish grime under their nails, stand knee-deep in rivers or pole skiffs, and make it their jobs to teach people to fly fish.

Nothing trumps substance. Period. The late Denny Breer instilled a mantra that directs literally everything I write and experience in fly fishing—“time on water equals fish.” I now work (a little) as a guide myself… not because I’m particularly gifted at it… frankly, not because I always enjoy the company… and certainly not because I make a ton of money by doing so. I guide because it keeps me real and learning.

Let’s be brutally honest: Within 15 minutes to an hour, a guide can create an impression that dictates whether or not a newbie fly fisher becomes a lifelong enthusiast, or a flash-in-the-pan. That’s a heavy responsibility.

As such, the industry needs more from guides. Guides should be better educators and better ambassadors. They need to be effective gatekeepers and more adept at turning people onto product. They need to be stewards of the environment and opinion-shapers. (It is stunningly sad, for example, when you look into the number of working guides who are not active members of Trout Unlimited.) More than ever, guides must make things happen. That is not, by any means, saying there aren’t legions of great guides out there doing exactly that. There are.

But we need more, and as such, we must do more for guides. Do you really think a 50% gear discount is the ticket to success? I don’t think it’s far-fetched to be talking more about benefits like insurance help, and education/certification programs, and profit/business support… cohesive, concrete initiatives that matter.

As such, this is the “Guide Issue.” I hope you enjoy the articles, and take time to reflect on a sector of this industry that is near and dear to me personally, and I believe, criti-cal to paving the way to success in the near future.

Kirk Deeter, editor [email protected]

at

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People newsJay Cassell of Katonah, New York, (who authored the cover story in this issue of Angling Trade) recently received the Outdoor Writers Association of America’s Excellence in Craft award, which honors an OWAA member “for outstanding effort in upholding the OWAA creed and continued excellence in craft.” An OWAA member since 1977, Cassell is the deputy editor of Field & Stream magazine.

As regular contributors to Field & Stream, the editors of this publication collectively wish to add their kudos and appreciation: “Jay Cassell makes good stories great; he has made good books great; and I consider myself lucky to have garnered his talents and insights for the benefit of Angling Trade readers,”

said Kirk Deeter, editor of Angling Trade. “This industry, as a whole, owes Jay con-gratulations for his career achievements, and also gratitude for his commitment to fly fishing throughout the years.”

Simms Fishing Products has revamped its team of regional sales representatives showcasing the com-pany’s expanded 2010 product line. The new 13-member team features a blend of sales pros who’ve been selling Simms for several years and some new faces, including Colleen Trayser, the new sales representative for the Midwest territory. Trayser worked at Simms in Bozeman in customer service before taking her new position. The complete lineup for Simms in the U.S.: Alaska – J.J. Pilgreen; Northwest – Eric Neufeld; Southwest – John Sherman; Northern Rockies – Jon Yousko; Southern Rockies – Michael A. White; Midwest – Colleen Trayser; Central - Don Coffey Compa-ny; Southeast – Capt. Dave Chouinard; Northeast – Justin Sterner; South Cen-tral – Eric Kraimer. In Canada, Todd Scharf, Bob Mackenzie and Rick Russell are responsible for Simms sales.

Simms’ sales reps will be joining other members of the Simms team at the Fly Fishing Retailer Show being held Sept. 10-12 in Denver. At the show, Simms will unveil an innovative addi-tion to its sportswear line that increases functionality and usability. A new wader design and Simms first felt-free line of wading boots will also be on display.

Jim Lebson has assumed the executive director position for G.Loomis, Inc., while Bruce Holt, formerly executive

director of G.Loomis, Inc., transferred his post in July to become responsible for communications, branding and product development at the company’s Washing-ton-based facility. Holt will be working closely with John Mazurkiewicz at Catalyst Marketing – Shimano’s and G.Loomis’ PR and communications specialist – on media-related communica-tions, product demos and factory visits.

After leading G.Loomis’ marketing efforts for the past 15 months, Chris Hess has assumed a new role as mar-keting manager for Shimano American Corporation. Hess has overall marketing responsibilities for the entire Shimano, G.Loomis and PowerPro brands of fish-ing products.

Hess will relocate from G.Loomis’ manufacturing headquarters in Wood-land to Shimano’s U.S. headquarters in Irvine, California.

“We’ll keep our focus at G.Loomis on rod manufacturing, product research and development, and technical support,” said Lebson, “while the Shimano staff will handle the various sales, marketing and corporate administration functions for all three brands. Chris has the ability to keep a specific focus and address the unique marketing needs of each brand, and his background with G.Loomis will benefit the existing Shimano staff.”

In his new role, Hess will work with Shi-mano, G.Loomis and PowerPro product managers on new product introductions, market research and planning, and will also provide direction on the promotions, advertising and public/media relations efforts for all three brands.

Meanwhile, Gary Loomis, the retired founder of the company that bears his name, has signed on as a consultant to Temple Fork Outfit-ters. Loomis is quoted in a TFO announcement: “All I have ever wanted to do was build the best rods available for everyone to fish. Through TFO, I

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am able to deliver a true performance rod that once cost three times as much. Working with TFO allows me to put high-quality rods in the hands of potential anglers who otherwise would not have access to this kind of gear. It is these new anglers that through their enjoyment of the sport, will help us protect our threatened fisheries.”

Spyder Active Sports, Inc. an-nounced that Thomas McGann has been named the company’s new chief

executive officer. McGann comes to Spyder Active Sports, also the parent company for Cloudveil Moun-tain Works, with decades of executive experience, including

serving as president of Burton and CEO of Motorsport Aftermarket Group. McGann will be responsible for ensur-ing profitable growth and maximizing operating performance.

In conjunction with McGann’s appoint-ment, Doug Hood has been hired as CFO. His financial experience in-cludes posts at Motorsport Aftermarket Group, Aspen Marketing Group and SCI Promotion.

Patagonia announced the selection of Bart Bonime as the company’s direc-tor – fishing, responsible for Patagonia’s

fishing division. As such, he is respon-sible for product, marketing, and sales strategies for this celebrated product line, both in the U.S. and overseas.

continued on next page...

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Product news, Websites, and Other Things Worth Checking OutTenkara USA, which markets a line of rods for a traditional Japanese style of fly fishing, has just introduced a 13-foot model. If you or your customers are looking for a new (really fun) slant on your favorite pastime, it’s worth check-ing out tenkarausa.com.

“Stunning,” “Unbeliev-able,” and “Su-per Beautiful” are just some of the adjec-tives being used to describe “Once in a Blue Moon”

the new fly fishing adventure film from On the Fly Productions. Filmed in high definition, the film features some of the most incredible fly fishing cinematogra-phy yet seen. Three years in the mak-ing, it features the spectacular scenery of southern New Zealand. See www.onthefly.co.nz for information.

Looking to take better advantage of social media (like Facebook and Twitter) in promoting your business? Check out The FlyBook (theflybook.net) for solid information specifically for outfitters on leveraging social media on a budget.

The American Fly Fishing Trade Association (AFFTA) has re-launched its “AFFTA Connects” online newsletter with the support of Fly Rod & Reel magazine. The newsletter provides regular industry insights from job open-ings to new product news. To submit story ideas, contact [email protected], and see affta.com for more details.


Bonime is a long-time fly fishing and outdoor industry veteran who joined Patagonia from his post as vice president of Vast International, USA, based in Portland, Oregon. He also served as a vice president at Redington, and is founder and former president of Go Fish Corporation, one of the country’s largest outdoor T-shirt and accessories distribu-tors. Bonime spent close to ten years at Columbia Sportswear leading their hunt-ing and fishing merchandising efforts, as well as heading up their advertising and promotions efforts.

“Patagonia is well-positioned to bring great quality products to a growing market,” said Bonime, who works from Patagonia’s Ventura, California, head-quarters. “I am particularly excited about the opportunities presented to us internationally, and the contribution Patagonia’s fly fishing line can make towards the company’s overall commit-ment to environmental responsibility.”

Did You Know?

Recession-driven cuts in advertising put your long-term profitability at risk. A McGraw-Hill research study looking at 600 companies from 1980 to 1985 found that those businesses which chose to maintain or raise their level of advertising expenditures during the 1981 and 1982 recession had significantly higher sales after the economy recovered. Specifically, companies that advertised aggressively during the recession had sales 256% higher than those that did not continue to advertise.

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The Recreational Boating & Fish-ing Foundation recently re-launched its Passport to Fishing and Boating Program with a new look and updated content. The free program offers skills, techniques, and information for consum-ers to improve their fishing and boating. Also, RBFF reports 20,000-plus people have registered for its “Catch a Boat”

game at takemefishing.org. See more details at rbff.org.

The ICAST (International Convention of Allied Sportfishing Trades) trade show headed to Orlando from Las Vegas for the first time in 10 years this past July, and reported large crowds (@ 7,000) and a complete sellout of exhibi-

tor booths (@ 400). For more informa-tion, see icastfishing.org.

Petzl, the inventor of the first modern headlamp, has introduced two new models that are brighter and more ver-

satile than ever. The TIKKA Plus 2 and TIKKA XP 2 each feature a white high-output LED for brilliant illumination and a red LED to protect night vision while fishing.

The TIKKA Plus 2 delivers 50 lumens of light in maximum mode and illumi-nates up to 35 meters. The TIKKA XP 2 delivers 60 lumens and lights up to 60 meters – and also features a sliding wide-angle lens for quick transitions between flood and spot beams. In their economy modes, the TIKKAs achieve a burn time of 140- and 160-hours respectively, and both feature battery charge indicators that warn you when the batteries need replacement. The TIKKAs are made in France, are water-resistant to IP X4 (complete immersion), and come with a 3-year guarantee. For more informa-tion, visit Petzl at the Fly Fishing Retailer Show in booth #1025.

Take a minute to check out Fly Reci-pes [dot] com (flyrecipes.com), a website dedicated to helping the fly-tying angler learn and share patterns, tips and tricks. At last count, flyrecipes.com featured over 2100 different fly recipes, in-cluding over 300 instructional videos. It’s a brilliant idea, well executed, and worth sharing with friends and customers.

Kaenon Polarized has introduced a new style of sunglasses for 2009; ARLO is characterized by its conserva-


Millstream®

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Clouser: “Casting heavily weighted flies presents a challenge to many modern fly rod actions. For years I have been looking for a multi-species fly rod that puts “the ease” in casting weighted flies and sinking fly lines. By no means a single species fly rod, I have caught many species of fresh and saltwater fish with ease on these prototypes. Anglers that use weighted flies or split shot should find this series ideal, dry fly fish-ers will also benefit from the rods ability to deliver tight loops and specialty casts required to present the fly. The eight-foot-nine-inch length enables the design to perform as expected; light in the hand and super sensitive… I like to say, ‘I can feel them breathing on the fly as they inhale it’.”

The Clouser series will be introduced this summer as part of the TiCrX fami-ly of rods. Available in weights 5-9 with

retail prices of $224.95 and $249.95. All TFO rods feature an unconditional lifetime warranty.

Over the past year Hatch Fly Reels has been working with artist Lance Marshall Boen on producing some

limited-edition engraved fly reels. The result is a uniquely stunning collection with fully-machined relief engravings on the surfaces of the reels.

Boen is an award-winning artist whose medium of choice is leather. He created six different designs for Hatch, which produced limited quantities (30) of its 3 Plus, 5 Plus, 7 Plus, 9 Plus, and 12 Plus reels. The artwork corresponds with dif-ferent reels (e.g. trout designs on smaller models, billfish on the largest). Prices range from $1200 to $2625. See ha-tchoutdoors.com for more information.

Nautilus Reels has added three reels to its lineup: NV1-1/12 a 4.5” diam-eter true large arbor reel that holds 325 yds of 30 lb backing and weighs

only 8.6 oz. (retail $750): The CCF 10DD is a large arbor, high capacity workhorse, overbuilt to withstand abuse and holds over 300 yds of WF10F with 30 lb backing (retail $550.00); and the Nautilus CCF Atlantic a permanent

tive, good–looking design and universal fit, accommodating a wide range of face shapes. Utilizing SR-91 polarized lenses, these sunglasses offer superior optical clarity, color contrast, and depth perception in a lightweight, impact-resistant package. ARLO is available in Black with SR-91 lenses in Grey12, Matte Black with Grey12, and Tortoise with Copper12 lens options. As with all Kaenon Polarized sunglasses, ARLO is Rx adaptable and custom lens tints are available for nominal charge. Retail price: $199. See kaenon.com for details.

Temple Fork has launched a line of fly rods designed by Bob Clouser to help throw heavily weighted flies. Said


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member of our CCF family of reels. Built around the super sized CCF-XL drag that is featured in the 12S and 12T reels, this 5” diameter large arbor model retails at $795. For details see nautilusreels.com.

Fly Fishing Community is a free website involving nearly 10,000 fly anglers who upload and share data everyday (flyfishingcommunity.com). The site offers detailed information on fly fishing watersheds for each U.S. state. Different users offer viewpoints

on a watershed and what it offers (or lacks). Users also give up-to-date fish-ing reports, comments, and ratings. This offers

people viewing the information a much more detailed view of the watersheds than a traditional book may be able to do. All the water listings on Fly Fishing Community have an interactive Google map and a hatch chart and most have detailed descriptions, fishing reports, pictures, and videos.

Please stay tuned for the Decem-ber Issue of Angling Trade for a complete update on new prod-uct… the what’s hot and what’s not of FFR 2009. Also please be sure to visit anglingtrade.com for your free subscription, or if you need to update your current con-tact information…

environment newsOn July 28, 2009, the Massachusetts Fisheries and Wildlife Board unani-mously voted to prohibit the use of lead sinkers, lead weights, and lead fishing jigs with a mass of less than 1 ounce in the inland waters of Massachusetts. This regulatory change will not take effect until 2012.

Update: Bristol Bay Salmon, Alas-ka’s Most Threatened Fishery—Commercial fishermen have wrapped


up a stellar season in Bristol Bay, Alaska, sockeye salmon capital of the world. As of late July, nearly 31 million sockeye had been caught, far exceeding state fishing regulators’ forecast of 25 million.

Featured in the June issue of Outside magazine, Alaska gill-netter Lindsey

Bloom works as a organizer with Trout Unlimited when she’s not commercial fishing.

“After such an amazing season on the water, fishermen are super-energized to work on preserving the resource by

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stopping the proposed Pebble Mine. Everyone’s asking me what they can do to help,” said Bloom.

Pebble is a massive gold-copper-molyb-demum deposit located on state land in southwestern Alaska, about 200 miles southwest of Anchorage. The minerals lie beneath the tundra in the headwaters of the Nushagak and Kvichak Rivers, two of the world’s biggest producers of wild salmon. The companies planning to develop Pebble, Northern Dynasty and Anglo American, said in television ads recently that they are just months away from applying for government permits to start construction. If built, Pebble would be one of the world’s largest open-pit mines. Conservationists, commercial fishermen, sport anglers, outdoor product manufacturers, lodges, outfitters and others are concerned that Pebble would expose the Bristol Bay watershed to the likelihood of acid mine drainage, which kills fish, as well as hab-itat alteration and industrial discharges into the air and groundwater.

While the commercial fishing season is now wrapped up, anglers in Bristol Bay are right now hooking up with some of the largest wild rainbow trout in the world. The late-season action is typically prime time for the big leopard ‘bows for which the region is globally famous.

The Sportsman’s Alliance for Alaska and Trout Unlimited’s Alaska program staff will be exhibiting again at Fly Fishing Retailer. These groups have been work-ing with the fly fishing industry for the past four years, enlisting the support of over 150 leading manufacturers world-

wide in the campaign to protect Bristol Bay. At 2:30 on Friday at the show, SAA and TU AK will be giving a short update on the Bristol Bay campaign in the con-servation seminar room. Please see the show guide to confirm exact time and location. Stop by the booth or attend the program to learn how you can continue to be involved in what many consider to be the highest priority fisheries conserva-tion battle being fought today.

- Paula Dobbyn & Scott Hed

Trout Unlimited Needs Your Support

Representatives from Trout Unlimited will be at FFR garnering endorsements from retailers and manufacturers of the Sportsmen for Responsible Energy Development (sportsmen4responsibleen-ergy.org) “Bill of Rights” which includes, among other things: giving hunters and anglers a voice in deciding issues related to oil and gas development on public lands, and that such development not irreparably harm precious hunting and fishing habitat. Sportsmen for Respon-sible Energy Development is a coalition of hunting and fishing organizations, businesses and individuals; everyone reading this story has a vested interest in its mission, and should support the cause.

Speaking of supporting the cause, we were recently stunned to learn how low a percentage of guides, retailers, and others professionally associated with the business of fly fishing are actual mem-bers of Trout Unlimited. How one can make a living by selling gear and guide trips aimed at catching trout without spending $35 to join the one national organization solely dedicated to preserv-ing and protecting trout is beyond us. (On the other hand, TU could perhaps, award memberships and build the ranks by recognizing the many in-kind dona-tions by guides, outfitters and retailers.) In the context of Colorado TU, Paul Prentiss offered the following insights:

For some time now Colorado Trout Unlimited has struggled with a particularly vexing issue. Why is it that a large number of Colorado fly fishing professionals are not active, card-carrying

members of Trout Unlimited? While this problem is not restricted to Colorado, why is it so pronounced here?

The support for local TU chapters and Colorado Trout Unlimited is certainly in evidence. Retail shops, destination businesses, and individual guides are generous to a fault. When a dealer tells me that he can’t help, it’s not an excuse - he has a real financial issue.

No one really knows how many fly fishing profes-sionals earn their living by guiding or selling mer-chandise in Colorado but I’m going to guess that it’s between 1,800 and 2,500. Of this number I’d guess 10% are members. If 70% of these folks stepped forward, we’re talking about enhancing our base membership by a factor of 15%. Certainly a welcome increase, but a major benefit would be the opportunity these individu-als have in influencing their clients. When Mr. ‘Well Known Guide’ tells a client ‘CTU’s efforts on your behalf is why you and I are fishing here today’ it makes a huge impression and opens the door to a conversation on what the client might be willing to contribute. Additionally, we would have a core of people with a direct economic interest and matter-of-fact experiences they could share with state and local officials. This kind of input has a tremendous impact on the legislative process.

Colorado Trout Unlimited acknowledges the need to adopt programs that will encourage fly fishing industry participation. Without getting into excessive detail, here are a few possibilities under consideration:

1. Create a new program tentatively called “Guides that Care.” A simple certification process is envisioned with those receiving the endorsement specially recognized and promoted in our statewide media.

2. Preparation of electronic news releases and video files which are suitable for posting on web sites/blogs or in newsletters. Further, the preparation of a tailored edition of CTU News addressing issues of mutual concern.

3. The creation of an industry conservation awards program.

4. Releasing a limited number of free TU Business Memberships.

Your comments and suggestions are not only welcomed but would be greatly appreciated.

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CURRenTS

Travel

All I understood of Bolivia before I went there last year was that it is now essentially two countries in one, both politically and geographically. There is the high Andes region, with a primar-ily indigenous (Indian) population. This is where the country’s left-leaning president Evo Morales is from. Marked by high peaks, wind-swept plateaus, and the mining industry, this region is perhaps best known to Americans as the place where Butch Cassidy and the Sundance Kid were gunned down by the Bolivian army.

Then there is the lush lowland region of Bolivia, where large agricultural businesses are cut from the jungle, and natual gas exploration drives a largely capitalist economy. This is also the region where communist revolutionary Che Guevara was, well… gunned down by the Bolivian army.

Like most American anglers, what I clearly did not know was that, while southern Bolivia and the headwaters for the Rio de la Plata Basin is known for its dorado fishing, there are actually dorado (and yatorana, and maturo, and pirapitinga, and hundreds of other spe-cies) in the Amazon drainage rivers in the northern part of the country.

I was fortunate enough to take part in an exploratory expedition with Argentine Marcelo Perez and Brazilian Rodrigo Salles, Argentine Noel Pollak, and other members of a team from Untamed Angling (untamedangling.com), last year to this region of Bolivia. Untamed Angling is creating a tent-style lodge deep in the jungle on the banks of a virgin river, in cooperation (with the full support) of the local Tsimane Indians. See tsimanelodge.com for information.

The expedition led me to write “In Search of the River Gods” which ran in the July 2009 issue of Field & Stream. In abbreviated summary, let me just say that the fishing was mind-numbing. Remarkable. On some days, we collectively caught dozens of dorado (all on the fly), some upwards of 30 pounds. We also caught pirapitinga (the “per-mit” of the jungle).

Moreover, the experience of travel-ing in Bolivia was also quite enjoy-able, from the exceptionally kind and helpful people we met in Santa Cruz, Trinidad, and the Indian village, to the cold Pacena beer, to

Written by Kirk Deeter

great food, and shopping for crafts. The jungle experience, complete with monkeys, toucans, macaws, and swarms of butterflies, was astound-ing. (Interestingly, by traveling during the dry season, June through September, we encountered very few mosquitoes, and the water was remarkably clear.)

For those of you traveling to FFR, Untamed Angling’s Perez and Salles will be there. Do take time to visit with them… Bolivia, by way of its many virtues (especially the un-tapped fishing) may indeed turn out to be one of the hottest new angling destinations in the world.

dorado in Bolivia: Angling’s Finest Adventure?

at

The Angling Trade Travel Survey

Please take a few moments to visit anglingtrade.com to answer a few short questions on adventure angling travel. We’ll draw a name from among the respondents and award a fishpond Dakota carry-on rod case to the winner.

1. Do you see your customers’ travel plans increasing, holding steady, holding steady, but staying “closer to home,” or pretty much on hold?

2. Do you think the H1N1 (Swine Flu) issue will affect angling travel: A lot? A little? Not at all? We’ll have to see how bad it is?

3. How often do you, the shop own-er, travel along with clients? Never. Once a year. Two to four times a year. More.

Until recently, these “Signature Destinations” have been representedexclusively by The Fly Shop™ and our very small network of anglingtravel agencies and a few fine fly shops worldwide. It’s an approach we’vefound successful, but one that we’re about to change.

We here at The Fly Shop™ feel there’s been a lot of fly industry lipservice about “specialty products for specialty shops” and a definite anddisconcerting shift in the distribution of fly fishing rods, reels, lines andthe rest of what has made independent fly shops successful. Add to thatthe on-line discounting trend, manufacturer direct purchasing, a world-wide web “free for all” for fly fishing goods, travel, and service.

Then couple all that with the current economic crisis and it’s obviouswe have to change our tactics if fly shops want to do more than survive.

We’re not looking for representation of our “Signature Destinations”in every shop in America and we don’t want to further homogenize the look of anindustry whose stores are already becoming much too similar.Our goal is to find an even greater collective strength by working together with aselect number of geographically distinct shops interested in promoting what we’vealready proven is an honor roll of great international fishing spots.

Our “Signature Destinations” from Dave Egdorf ’s rustic troutcamp in Alaska to the luxurious lodges of Estancia Maria Behety in Tierra del Fuegoare time-tested locations that have earned the stamp of approval from thousandsof anglers and have met the highest performance standards in the fly fishingindustry. They didn’t get blind endorsements from us purchased with a checkbook.From our remote Kamchatka bush camps to our luxuriousTierra del Fuego sea troutlodges these are among the most famous fly fishing experiences on the planet.

We’ll work with you to customize an approach for your shop to effectivelyand profitably promote these top-of-the-line destinations that your customers havebeen reading about in magazine articles and our catalogs for decades.

We’ll tailor a commission and referral structure for your shop thatwill reward you for your performance while guaranteeing that the relationship withthe clients you send to our “Signature Destinations” will be respected and honoredindefinitely. We won’t “poach” your travellers, and if we’re needed to help answertheir tackle questions, they’ll be referred back to you for the sale.

If your interested, give our travel department a call or e-mail us andwe’ll respond promptly with a full explanation of our Signature Fly Shop concept.

are a cross section of the world’s finest fly fishing lodges, camps andoutfitters. They represent more than 30 years of field exploration,experience and hands-on involvement by our travel team.

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feature

Last summer, I had the pleasure of fishing for trophy rainbows on Alaska’s Kenai River. One day I was matched with a father and son from New York. The father was head of a law firm. His son, just out of law school, had joined the company. They were on a dream trip to Alaska, sampling everything from bear watching to salmon and trout fishing.

Our guide, in his 20s, fit the mold: Simms shirt and wad-ers, faded baseball cap with flies stuck in it, Oakley sun-glasses over the beak of his hat. He knew where the fish were, and it wasn’t long before we were into rainbows.

The father and son, fishing with spinning gear, had no idea how special it was to be fishing for rainbows that could top 10 pounds. After we had caught a few two-pounders, dad started asking if we might catch some kings, silvers or sockeyes, and if we might see some bears. The guide, perturbed, responded politely that no, we were after trophy rainbows today, and that would pretty much be it. He ignored the father’s disappointed com-ment that we wouldn’t be trying for bigger fish.

At one point, the son hooked a 3-pound rainbow. After reeling it in, he yanked the spinner out of its mouth and promptly launched it back toward the river. As the fish made a huge splash, our guide, horrified, curtly said: “Uh, we don’t release fish in that manner around here.” Then he pretty much shut up for the rest of the trip, concentrating on rowing, tying flies onto leaders, and unhooking fish when we caught them.

I’ve thought about that incident, and while I can un-derstand the guide’s frustration, I also think an oppor-tunity was missed there. Because, while the father and son were clearly in uncharted territory, for them, the fact is that they were giving fishing a try. It was some-thing that obviously interested them enough to hire a guide for the day. I think, with a little coaching, or babysitting, they could have been made to understand just how special fishing for trophy rainbows really is. Their interest could have been fertilized; it could have grown; they possibly could have been brought into the ranks of the angling community. And that is really the key to it all. If we, as fishermen, or guides, or tackle manufacturers, don’t bring new blood into our ranks, who will carry on in years to come? Who will fight the conservation fights, the Pebble Mines and Marcellus shale drilling fights of the future? Who will buy tackle to keep your shops, and the Simmses, Sages, and fish-ponds of the world in business?

Curious, I made a few phone calls to see what other folks might think. The guides and manufacturers agreed with me: In the past, guides and gear makers pretty much just did their own thing. Today, that situa-tion is beginning to change, as both sides are coming to realize that they can help each other, to the benefit of everyone. There is still a long way to go, but progress is being made.

Tim Linehan, owner of Linehan Outfitting Company in Troy, Montana, has been guiding on the Kootenai, Bitterroot, and Clark’s Fork Rivers for the past 20 years.

Written by Jay Cassell

How guides, outfitters, and tackle companies can help each otherYou Scratch My Back And...

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Linehan, who has from three to five guides working for him a day, agrees that guides should try to be good teachers.

“Clients pay a lot for a day of fishing,” he says. “And while I realize there are some guides out there who just want to get their paycheck and go home, fish-ing should first be about your clients having fun; second, it should be about instruction; and third, it should be about trying to instill in them at least some of the philosophy of this sport. If you can take people and in one day bring them into the sport to the point where you know they will continue, then you’ve done your job.”

Linehan believes that guides and outfit-ters and the industry are helping each other more than in the past. “Things have gotten better over the years,” he states. “The industry is now using guides as spokespersons for gear, and that’s great. But one of the other ways that the industry could help guides would be to include guides and outfitters a bit more when they’re designing new gear.”

An Orvis-endorsed outfitter, Linehan says that the Orvis-endorsed program is a good example of what works well. “It’s a marriage that works,” he says. “They have a rendezvous every year, where all the Orvis folks meet with the guides, and they ask questions about their gear. And those guys listen. They incorporate the ideas that guides come up with. They’re interested in what guides have to say, and that’s good for everybody.”

Tom Rosenbauer, marketing director for Orvis Rod & Tackle, says that his company understands the importance of working with guides and outfitters. “It goes back 30 years, to Leigh Per-kins,” says Rosenbauer. “Back then, Leigh and Vern Bressler got to talking, and agreed it would be good to have a network of Orvis-endorsed lodges, guides, and outfitters.

“Guides absolutely help the indus-try,” he continues. “They’re the big opinion leaders, other than word of mouth and tackleshop owners. They have a lot to do with how people make their buying decisions.”

Terry Gunn, owner of Lees Ferry Anglers Fly Shop and Guide Service, on the west side of the Colorado River in Marble Canyon, Arizona, agrees. “One of my goals is to always have the best fly fishing equipment on my boat,” he says. “The majority of time, my customers end up using my equip-ment, which gives me the opportunity to explain the specific benefits of one piece of equipment over another. By exposing my customers to the newest and the best, I’m doing them a favor. And this often translates into a sale at my fly shop when the trip is over.

“Guides should be the best ambas-sadors for the local fly shop,” Gunn continues. “Guides come in contact with a lot of customers, and each and every one needs to be educated as to the many benefits of supporting the local fly shop.” He went on to cite such reasons as personalized service, local fishing knowledge, plus advice and instruction to inquiring customers. “Keeping those shops in business —as opposed to customers just shopping price or trying to save sales taxes by ordering products over the internet--is important. Local fly shops can, in turn, do their part by supporting the guides and working with manufacturers to en-sure the guides can afford the newest and best products,” he states.

“I also don’t think guides should have to pay for their equipment,” Gunn adds. “They’re ambassadors for the sport, and they shouldn’t have to pay for gear even at an insider’s rate; the profit margin for the manufacturer is minuscule, so what’s the point?

“By the same token, guides should never take advantage of the gear programs that are out there,” he

concludes. “In fact, I think the manu-facturer has every right to expect that a guide would be very knowledgeable about that product, and represent that product in the best possible light to his customers. At the end of the day, this all translates into sales.”

A knowledgeable guide with good equipment is, ultimately, the best salesman a tacklemaker can have.

“We try to help our guides become better guides,” Orvis’s Rosenbauer states. “We even give courses on psychology, because a guide is some-times asked to be a marriage coun-selor, babysitter, you name it.”

Linehan, who attends the Orvis rendezvous, agrees that well-trained guides and outfitters can make a difference. Having worked for Trout Unlimited in a number of capacities, he also believes that getting involved in conservation work is critical.

“I don’t understand it when a guide isn’t getting involved in conserva-tion,” he states. “This is our industry, this is how guys pay bills. How could you not get involved?”

To that end, he helped spearhead TU’s Outfitter, Guide, Business Program (OGB)—go to TU.org. OGB is designed to increase and organize outfitter, guide and busi-ness participation in TU. The suc-cess of OGB is based on support from outfitters, guides, and busi-nesses whose livelihoods depend on healthy populations of native salmonids and coldwater resources. By creating more of a conservation voice within the industry, Linehan believes more and more projects can be accomplished.

“We’re the ones who are getting our feet wet every day, we’re the ones who see what’s going on, so it’s natu-ral for us to be on the first line of conservation,” he concludes. at


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feature

And you listened. Apparently, you even enjoyed the advice.

As such, the focus this year has been tightened to keep you close to the epicenter of the fly fishing universe, while also steering you clear of the shameless tourist traps. From Colfax Avenue to Coors Field, AT now aims to give you the best of what the Mile High City has to offer, close to FFR and the Convention Center...

Katie Mullen’s1550 Court Place303.573.0336

Katie Mullen’s is the new Irish girl on the block, and located right on the 16th Street Mall. We’re pretty sure she is the closest pub to the Convention Center where you can order a Smithwick’s on tap while simultaneously choosing from

Teach more than fly-fishing 101 to boost sales and

Written by Will Rice

Back By Popular demand for FFR 2009

The ROd (“Rest of denver”)…

For the past few years in early September, Angling Trade’s “The Rest of Denver” has sent anglers, outfitters, shop owners, significant others, reel drag-designers, and fly line-chuckers into Denver’s hinterland. We’ve sent you down an after-show-hours road-less-traveled in search of eateries and watering holes off the beaten path. We even yelled things like: “Shed those lame zip-pants, get in a cab, walk a few more blocks and branch out!” After that, we told you how to find local bail bondsmen on the cheap... just in case.


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11 varieties of Irish whiskey. Large open windows facing the street and a nice patio combine to deliver ample people-watching opportunities. Noth-ing too fancy here, just a straight-up Irish pub with standard fare: St. James Gate Mussels, County Sligo Sliders and Mullen’s Harp-Battered Fish and Chips, to name a few.

You order: a Smithwick’s (hint: pro-nounced “Smidigs”), and a shot of Jameson’s.

Shelby’s Bar & Grill519 18th Street303.295.9597

Shelby’s is kind of like a grumpy fishing guide that consistently gets it done—sometimes quiet and a bit rough-

around-the-edges, but always able to deliver a good time. This is the second year in a row that Shelby’s has made this list. The beers are still ice cold, and the mushroom-Swiss burgers refuse to disappoint, ever. Kick it on the outside deck for a little fresh air. Shelby’s is still your place.

You order: The patty melt or the Swiss mushroom burger and a BL Smooth.

Jax Fish House1539 17th Street303.292.5767

Two words here pretty much say it all: Raw Bar. Followed by… Fresh fish, great drinks, loud crowd…

You order: Stiff Stolichnoya(s) on the rocks, peel-and-eat-shrimp, a dozen kumamotos, and the fish special…

Vesta Dipping Grill1822 Blake Street303.296.1970

If you look closely, you’ll notice that there are not too many independently-owned (read “not a chain”) restaurants

in the heart of downtown Denver. The Vesta Dipping Grill is one of the excep-tions, and they’ve been doing it right since 1997. Stop by the bar for a quick drink, or plan a relaxed dinner that will not soon be forgotten.

You order: The smoked and grilled duck with the Steuben’s Chimichurri. Trust us here.

The Corner Office1401 Curtis Street303.285.6500

Looking for a cold martini and hipster beats to unwind after a long day under the fluorescent bulbs? The Corner Of-fice has an interesting tradition where local Denverites, after a hard day at the office, place sticky notes onto the bath-room walls. We’re not actually sure why. On a recent outing, one such sticker in the ladies bathroom read: “Cougar Get-ting Laid. Meow.” We at Angling Trade, cannot make this stuff up. Distance from the Convention Center… 40 steps.

You order: Pulled pork sliders and a Paper Shredder (Jim Beam, ginger ale, and fresh ginger).

Stranahan’s Colorado Whiskey200 South Kalamath Street303.296.7440 (contact [email protected])

It is time for a field trip! Did you know that Colorado’s first whiskey distillery is located less than two miles from the Con-vention Center? Well, it is, and you should go for tour and a tast-ing. Stranahan’s is a small-batch micro distillery with a very hands-on approach to

making great whiskey. Jake Norris, head distiller, will spend 30 minutes


feature

27, kick back, and enjoy Denver’s skyline… it’s been a long, tough year, and you’ve earned it.

You order: An extra dirty martini and a seat close to the windows.

Appaloosa Grill535 16th Street (at Welton)720.932.1700

This wouldn’t be a Rest of Denver without sending anglers to the Ap-paloosa Grill. The food is great, live music rocks EVERY night of

with you and demonstrate how the whole production works—from start to tasty finish. Tours are scheduled upon request (call ahead of time).

For all you whiskey connoisseurs out there, it is worth mentioning the Whiskey Bible 2009 awarded Strana-han’s the Best Small Batch Distillery Of The Year… not too shabby.

You order: (Not to be masters of the obvious here, but... a whiskey.)

Peaks Lounge – Hyatt Regency Hotel650 15th Street303.436.1234

When we’re interested in expensive martinis and views of the Rock-ies that impress our out-of-town friends, we take them to Peaks Lounge. Take the elevator to floor

the week, and two daily happy hours makes this an economical option: 2pm-6pm and again from 9-midnight. The Appaloosa is centrally located, right on the mall just two blocks from the Conven-tion Center and close to most of the larger hotels. You can’t go wrong here.

You order: Chimichurri Beef (char grilled skirt steak, corn & black bean succotash, herbed red potatoes).

Panzano (Monaco Hotel)909 17th Street303.296.3525

Panzano has the best Bloody Mary in town…‘nuff said.

You order: a Bloody Mary, maybe two.

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Jerri’s Tobacco500 16th Street, 128303.825.3522

Need a few nice cigars to celebrate the deal you just closed? Jerry’s has it all, with a walk-in humidor and over 50 selections of premium cigars we’re sure you’ll find a stoagie to your liking. Conveniently located right around the corner from the Tattered Cover for you cigar-smoking-book-readers.

You order: a pair of Punch Grand Cru and a cigar cutter.

evening entertainment

FFR has changed its schedule from Sunday-Tuesday to Thursday-Sun-day. This might seem like a slight modification to some, but it opens up quite a few more options this year for extracurricular outings that include live music.

El-Chapultepec1962 Market St303.295.9126

On any given Thursday, Friday, or Saturday evening, check out El-Chapultepec for the best live jazz in town. Locally referred by some simply as “the Pec,” this joint can really get going and don’t be shocked by wall-to-wall crowds digging late night sets until the lights come on (sorry, sign on the wall reads “no dancing” and they mean it). If you like live jazz, El-Chapultepec is the real deal.

You order: a White Russian and just chill out.


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feature

Saturday September 12

BOLDTYPE 12a.m. ALLOUT HELTER 11p.m. BRAVE THE BREAKDOWN 10 p.m.

The Larimer Lounge is not for the feint of heart. We can’t guarantee that you’ll recognize any of these bands (Friday’s headliners were still up in the air when we printed) but if you are interested in check-ing out the alternative music scene here in Denver, this is the place to start.

You order: a PBR can.

The Fillmore Auditorium1510 Clarkson Street 303.837.0360

No plans Friday night and need a remedy? Take a stroll up Colfax Avenue to the Fillmore Audito-rium and check out the Black Crowes. This is the sister venue of the famed theatre in San Francisco and one of the coolest venues to see a show in Denver. Doors open at 8:00 p.m.

You order: a Red Hook ESB from Sancho’s Broken Arrow next door for a pre-show warm up.

The Bluebird Theater3317 E. Colfax Ave 303.377.1666

If you don’t already have some-thing on the calendar on Saturday night we’re going to send you to see a cover band at the Bluebird Theatre. Well, not just any cover band, an AC/DC cover band (Sept

Larimer Lounge2721 Larimer St303.291.1007

We’re going to swing over to the other side of the musical spectrum now. The Larimer Lounge offers the best Indie rock and punk acts in

town, almost every night of the week. Here is the line up for FFR so far:

Thursday September 10

DAVILLA666 11p.m. THE OMENS 10p.m. THE GETDOWN! 9p.m.

12). Back In Black: Tribute to AC/DC bills itself as “an incredible, ex-citing, high-energy reproduction of a concert performance of AC/DC” that has been touring since 2001. This small and intimate theater is a Denver classic. Doors open at 9 p.m. and tickets are only $15.50.

You order: a Tecate from the tap and a shot of Chamucos across the street at Mezcal’s.

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ReCOMMended ReAdInG

Inventing Montana, Dispatches from the Madison ValleyBy Ted Leeson (Skyhorse Publishing)

Within a week in August, I had three different conversations with editors from various fly fishing publica-tions, and they each asked (unprompted) if I’d had a

chance to check out Ted Leeson’s lat-est book, Inventing Montana. I had, of course. “There’s a lot of great writ-ing and deep thinking in that one,” said one. “I think it might his best work,” said another (and considering the precedents of The Habit of Rivers and Jerusalem Creek, that’s tall praise). “Leeson is flat-out dealing on a higher plane than just about anyone else who writes about fly fishing,” said the third. And I agreed on all counts. This is a must-read book

Leeson’s writing is, as always, grip-ping, honest and insightful. What earns my wonder, however, is his ability to channel deep thoughts through the medium of angling, minus pomp and conjecture. His writing is like a soothing rain shower that rolls over the river on a hot Au-gust afternoon… driving, quenching, without the thunder and lightning… it makes you take pause, reflect, and appreciate where you’re standing.

The Orvis Guide to Beginning Fly Fishing By Tom Rosenbauer (Skyhorse Publishing)

When it comes to selling books (and magazines and web content, etc.)

at

on the topic of fly fishing, it’s a how-to world. Per-haps nobody other than Lefty Kreh has mastered the how-to realm like

Tom Rosenbauer. This latest installment in the Rosenbauer library features 101 tips for the absolute beginner. And in this market, where so much interest is (rightfully) focused on cultivat-ing the interests and skills of fly fishing newcomers, could there be a more apropos and sales-worthy title? Whether you are affiliated with the “Big O” or not, this book should be on your sales rack.

The format is organized (color-coded) and concise, delivering straightforward answers and explanations to the most common questions from how to tie knots, to how to fish a bass bug. This is an all-inclusive book (from rivers to oceans) executed in flawless fashion—a catalyst for the newbie and a refresher for the aficionado.

Northwest of Normal By John Larison (Barclay Creek Press)

In the context of Angling Trade’s “Guide Is-sue,” I felt it appropriate to include this book written by former guide

John Larison. The novel revolves around the personal relationships of steelhead guides in Oregon.

Larison, now a teacher at Oregon State and field editor for Fly Fisherman, has a wonderful knack for devel-oping his setting and characters. His plot is also engaging; I found myself 50 pages in and turning for more without any effort. Rarely do we find such candid emotions and relationship overtones threaded so eloquently through a story involv-ing drift boats and sinking lines. This is a compelling work indeed.

The FlyFish Journal

Do please take time to check out The FlyFish Journal, which has been launched by Funny Feelings LLC, publish-ers of The Ski Journal and

frequency The Snow Boarder’s Journal since 2001. (By way of disclosure, I’ll add that Tim Romano, manag-ing editor of Angling Trade is The FlyFish Journal’s photography editor, Andrew Steketee is FFJ managing editor, and I am a senior editor.)

Following the template of his suc-cessful winter sport titles, Bell-ingham, Washington-based pub-lisher Jeff Galbraith crossed over to another personal passion—fly fishing—with this high-end pro-duction. Another magazine in fly fishing?! Not exactly. The FlyFish Journal is intended to be a lasting artifact covering the sport’s icons, environment and global culture, published in limited editions. Content will include award-win-ning photographers and writers. Take a look, and tell us what you think…

FLYFISHING RETAILER WOULDLIKE TO THANK OUR SPONSORS

SEPTEMBER 10-12, 2009COLORADO CONVENTION CENTER • DENVER, COLORADO

as of August 10, 2009

FFR09_Angling_Intl_Ad 8/11/09 4:46 PM Page 1

Reviews by Kirk Deeter

FLYFISHING RETAILER WOULDLIKE TO THANK OUR SPONSORS

SEPTEMBER 10-12, 2009COLORADO CONVENTION CENTER • DENVER, COLORADO

as of August 10, 2009

FFR09_Angling_Intl_Ad 8/11/09 4:46 PM Page 1

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Written by Geoff Mueller

In a U.S. fly fishing market saddled by economic uncer-tainty, 2009 has sparked a unanimous chorus of “flat is the new up.” But before you go joining the bluesy ensemble, one region is bucking trends and proving there’s more to the north than 12 months of hockey fever.

For companies like Sage and Simms, British Columbia and Alberta markets have produced solid sales over the past decade and continue to maintain pace for current and future fiscal-year projections.

“If there has been one bright spot in the whole global pic-ture it’s been Canada, which has been relatively unscathed by the mortgage issues, the banking issues, and by just the

OhCanada?Cautious optimism amid volatile economic clouds north of the border...

general [U.S.] downturn, although they have felt it,” says Marc Bale, director of sales at Far Bank Enterprises and its Sage, RIO, and Redington brands.

The bustling Alberta fly fishing market, particularly in and around Calgary and its blue-ribbon Bow River fishery, continues to show promise. Increasing demand for natural resources and a prolific oil patch contribute to the prov-ince’s relative economic buoyancy. Alberta’s remaining established reserves of conventional crude total approxi-mately 82 percent of Canada’s onshore take. This petro-leum bubble, which fluctuates with the rise and fall of the barrel, makes Alberta less susceptible to outside economic forces across the rest of Canada, and abroad.

In B.C., a growing population base rooted in Vancouver’s Lower Mainland area recently surpassed the 2 million mark. This concentrated market has become a prime tar-get for successful Freshwater Fisheries Society of BC (FFS-BC) angler recruiting efforts. B.C. also continues to house world-class coastal—although anadromous steelhead and salmon runs have been hit hard in recent years—and inland trout fisheries, and is banking on the upcoming Winter Olympics to help showcase its sea-to-sky goods on a multinational stage.

By the Numbers

Simms Fishing Products has been marketing its waders, wading boots, and technical outerwear to Canada since the early 1990s, but focused efforts on increasing its pres-ence in 2000 through Canadian warehousing and sales representative changes. In the last four years, Simms has more than tripled its Western Canada sales.

“Based on the sales data, Western Canada has been a growth market for Simms. We are projecting flat sales in 2009 compared to 2008, which we have to view as a posi-tive given the current economy and market conditions in both the U.S. and Canada,” says Diane Bristol, director of marketing and brand management at Simms.

In addition to representation and distribution expansion, Simms included Western Canada (Smithers) in its 2004 photography efforts for use in its current and upcoming marketing campaigns. Consumer recognition of the re-gion and associations between Simms and those fisheries are key contributors toward increased sales in Western Canada, Bristol says.

For Far Bank, Western Canada accounts for approxi-mately $1 million in annual sales. This may be a drop in the river compared to its overall U.S. numbers, but it’s significant nonetheless, considering Canada is a country of about 33 million people—about one tenth of the total


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U.S. population. What’s increasingly important for Far Bank, however, is the region’s growth potential.

“We know it’s not just us taking market share, but these markets are getting big-ger. It is both growth in terms of sales dollars and participants,” Bale says. “If we’re projecting a 2 to 5 percent in av-erage growth across the world; looking into the future, we would be double that in Alberta and B.C.”

Far Bank recently increased its West-ern Canadian dealer numbers by aligning with the Wholesale Sports chain—a Cabela’s-like entity and major player in the Western Canada box store fray. The relationship has been a homerun for the company, but Bale adds that its better specialty dealers have been tracking at 25 to 30 percent growth for the past three years. Bolstered buying power sparked by a strong Canadian dollar in recent years has also helped the bottom line.

A Marketing Approach

Western Canadian sales representa-tive Peter Morrison has burned rub-ber across this vast geographic region, making inroads from one dealer to the next, for the past 20-plus years. His cur-rent portfolio includes companies such as Sage, RIO, Redington, Dr. Slick, Renzetti, Rainy’s Flies, Waterworks/Lamson, and Islander Reels.

Catering to more than 100 dealers, Morrison says his territory is user friendly in terms of its diversity of fishing options spread out over a year-round timetable. Like Bale, he also con-siders it a growing territory, with a net improvement in stores opening com-pared to the number of those closing.

As far as fears of recession are con-cerned, Morrison says Western Canada has not been overtly hit yet, but adds that all jurisdictions are suffering from declining enrollment in the sport.


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Getting more young people involved would help solve the short as well as long-term problems of declining sales.”

In order to reverse downward trends in angling participation as well as shrink-ing revenues from lackluster license sales, the FFSBC, in 2006, began work

Having followed the trend of dwindling youth involvement for several years, Ken Whellams, owner and operator of Springbrook Manufacturing in Calgary, Alberta, concurs. He says, “The biggest concern that we have is not so much the economic climate as much as the lack of young people taking up the sport.

on what it calls a “marketing approach” toward recreational fisheries manage-ment in the province—and in turn, making recreational angling consumers its top priority.

“We’re all on the same page trying to get more people to basically fish in B.C. in fresh- and saltwater,” says Brian Chan, vice president of FFSBC’s sport fishing division. With an annual budget of approximately $8 million, and five hatcheries producing 8 to 10 million fish annually for stocking in more than 1,000 provincial lakes and rivers, the society plays an active role in teaching people how to fish. Its Learn to Fish campaign is now entering its fifth year, and has provided entry-level angling in-struction to more than 30,000 children and caregivers across the province.

“It’s been hugely successful,” Chan says. “Fifty-five percent of kids that take a Learn to Fish program fish again that year—at least one more time. We’ve also been successful at getting the par-ents of these kids to buy licenses.”

In addition to youth, FFSBC concen-trates its efforts on urban areas. Chan says the next generation of conser-vationists is mostly living in growing cities, like Vancouver, where quality outdoor experiences are increasingly hard to find.

Last year FFSBC launched Fishing in the City, a program designed to im-prove urban fisheries in order to attract “lapsed and occasional anglers.” Six urban lakes in the Greater Vancouver area were stocked with hatchery trout. Targeted radio and newspaper an-nouncements heavily promoted some lake stockings, while others were left unreported. Remote cameras mounted at various lake sites captured hourly im-ages of the participation, and a formula was devised to estimate angler effort based on those snapshots.



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The results helped cement the no-tion that Vancouver’s urban popu-lation loves to fish. Through cor-responding interviews with sample anglers, FFSBC also determined that the average age of urban anglers is lower than provincial averages, and the numbers of child participants was high. For instance, follow-up analysis of Learn to Fish programming shows that new and occasional anglers are young: 60 percent of new/lapsed and 30 percent of occasional anglers were under 18 years old.

As for those making the big house-hold purchasing decisions, Bale says B.C. and Alberta are slightly ahead of the curve compared to the Ameri-can West. “The main difference, tracked via warranty card informa-


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tion, is the younger average age of the Western Canadian consumer, by about 5 to 10 years.

“Of course that’s very exciting from a marketing point of view because when you’re looking at a [Western U.S.] demographic that for the most part is 45 years plus—I could argue 50 years plus—to see that demo-graphic coming down to 35 and 40 is definitely a nice trend to look at.”

Dodging Downturns

Having survived similar, sticky econo-mies in the past, Whellams says he’s not too worried about the effects this recession might have on the Western Canadian fly fishing industry.

“People always seem to find the money to buy recreational goods in tough economic times,” he explains, “and fly fishing is something they can enjoy on a relatively cheap basis. Perhaps a new powerboat or motor home will be out of the question but a new 8-foot, 4-weight outfit is relatively inexpensive.

“A number of people have told me that they are going to spend a lot more time exploring local waters, and this is something their local shops can capitalize on.”

Bale agrees that Western Canadian sales won’t be derailed anytime soon. But he remains realistic about the prospects: “I think at this point fly fishing in general is on a bit of a downturn and I suspect it’s going to stay there for a while—at least another year or so…before it trends back to flat or slight growth.

“The heart of the matter, in my opin-ion, is that the thing we call fly fishing is still a very, very, very cool thing to be doing. And as long as there’re fish swimming up into these rivers and lakes, there’s going to be fishing to some degree.”

With healthy fisheries mandatory to business success, Western Canada is a key market for U.S. manufacturers able to master the issues of cross-border trade and a fluctuating currency that calls for savvy and flexible pricing regimes.

For the present, manufacturers, dealers, and consumers alike continue to

recognize the extraordinary fly fishing opportunities available in the region. Most of its quality rivers, lakes, and streams remain unclassified, public resources that anyone with a license can go fish. And as long as that’s the case, the rewards of doing business north of the 49th parallel remain there to be found.

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BACKCAST

But he tried. Lord, he tried.

I’d been reeled in by this guy at one of those shows where the outfitters set up dazzling displays of massive trout leaping across a wilderness pallet. One thing bothered me. The tents we would sleep in had no visible protection from the ground and I’d already begun to fret about rest-less nights. Make that two things. The guide’s name was Thurston and his buddies who stopped by the booth kept calling him by his nickname, which was “Thirsty.”

It didn’t take long to know why. We hadn’t left the back-woods airport before he reached beneath the seat and pulled out a bottle of Black Jack, mostly empty. Over the next three days I watched Thirsty burn dinner, rip a hole in a tent and jam the drift boat sideways in a rapid, dump-ing half the cooking supplies.

I was relatively new to fly fishing at the time. I knew I liked it, but my skill set hadn’t evolved to the point where I couldn’t have been turned off by a guide with his head

in a bottle. Fortunately, I never encountered another Thirsty Thurston in all my years on the water, but the incident served to show me how vital a guide can be to the individual fishing experience and, more important, to the shop that hires him.

The link becomes even more important during these troubled economic times, when many anglers are leery about spending hard-earned cash, even on the most at-tractive operation.

“It’s a relationship thing, like any other business, whether it’s a dentist or a car dealer,” said Joe Demald-eris, an independent guide from Milford, Pennsylvania, who works the upper Delaware River for trout and smallmouth bass.

Demalderis has managed to ride the rough waves of re-cession this summer largely because of the associations developed through the years.

“If it weren’t for repeat business, it would have been different. It wouldn’t have been possible without the repeats.”

To achieve this, the veteran guide adheres to a basic work ethic that thrives through thick and thin.

“I work hard for everybody. Some days things are easy, with good fishing. Some days all you have to offer is yourself and a really good lunch.”

A thousand miles to the west, Greg Felt rides herd over a stable of 15 regular guides and another 10 on call at the Arkansas River Fly Shop in Salida, Colorado, cen-terpiece of a three-shop operation split equally between float and wade activity.

Felt keeps a sharp eye out for his guides’ expertise on a river noted for its shifting currents and variable insect hatches.

“But they represent us best by the way they take care of people. They reinforce the credibility of what we’re doing in the shop.”

Ah, that all-important shop/guide relationship.

“They support our integrity so when people have retail choices to make, they do so with more assurance. They make our retail thrust more believable.”

How they achieve this is a combination of soft sell wo-ven through a subtle display of product.

Considering that I’d been crazy wild about fishing

since my father planted my skinny shanks in a home-made cypress john boat when I was 5 years old, there wasn’t much chance this guide could scare me away from the sport 20 years later.



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“Our guide may break out a Z-Axis rod for some streamer work. By the time the client gets back to the shop, he’s ready to buy one,” Felt said. “We had this guide who had this slick frame for his pontoon boat. The customer was all over it, wondering how he could buy one.”

A clever guide develops techniques by which he initiates a sale without the client being aware.

“When the client initiates conver-sation about a product, the guide simply hands him off to retail staff,” Felt said. “We couldn’t suc-ceed without one or the other.”

Back on the Delaware, Demalderis has his own strategy for dealing with shops, even when he has no formal link.

“If a client needs something, I’m happy to direct them to a shop. I support the shop’s service and expertise, but my loyalty always is to my client.”

The reciprocity, he says, comes from the shop’s readiness to rec-ommend him when a guide is required.

“It reflects well on the shop to put their customer with a guide who offers good service.”

Demalderis actually has used the current economic stress to his advantage by promoting shorter outings.

“People aren’t taking that expen-sive, extended trip, but they still want to get out and fish to remove stress. In tough times, alcoholics drink more. Fishermen fish more.”

It’s a well-established psycho-logical tenet that might work well enough—just so long as the guide isn’t called “Thirsty.” at www.outcastboats.com ~ 800.966.0976

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W hen you take a child fishing, you open up a world of wonder. Time shared in the outdoors and on the water

builds a child's bond with nature--a bond that will last a lifetime. Statistics show that children who regularly

engage in outdoor recreation are healthier, happier, and do better in school. By getting kids outside at a young age, we

can help ensure that our outdoor traditions survive for generations to come.

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You love fishing. Pass it on.

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Angling Trade Magazine Sept 2009

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Transcript of Angling Trade Magazine Sept 2009