Angling Trade Issue #31

the buzz on the fly-fishing biz

®

INSIDE

THE SPRING 2015 ISSUE

Eight Questions to Help You Know Your Customer Better/ Cuba for Gringos/Social Media and the Fly Shop/ The Impending Death of the Grip ‘n Grin... And More.

March 2015 AnglingTrade.com

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the buzz on the flyfishing biz

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Features

Departments

20 C u b a L i b r e ?

6 E d i to r ’ s C o l u m n

Editor Kirk Deeter kirk@anglingtrade.com

Managing Editor Tim Romano tim@anglingtrade.com

Art Director Tara Brouwer tara@shovelcreative.com shovelcreative.com

Americans’ door to Cuba may be opening wider.

But will this lead to an influx of Gringo anglers, and can Cuba handle that? By Philip Monahan

26 Te s t: H ow We l l D o Yo u K n ow Yo u r C u s to m e r s ?

Tech Bubble? Are most anglers good enough for their gear? How fly shops can secure the future by teaching customers how to actually fish. By Kirk Deeter

Editor-at-Large Geoff Mueller

Copy Editors Mabon Childs, Sarah Deeter

8 Currents

Contributing Editors

The latest people, product and issues news from the North American fly fishing industry, including discussion on the latest environment and access news.

Tom Bie Ben Romans Steven B. Schweitzer

30 Rec o m m e n d e d Re a d i n g Making sense of trout senses; Jay Zimmerman’s master work on carp flies; Schweitzer and Kruise on the Indian Peaks.

Eight facts that your customers want you to know, but don’t tell you. Read this story. Walk through the steps, and you’ll learn things that will help your business. By Steve Schweitzer

32 S o c i a l Me d i a a n d F ly Fishing

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 editor@anglingtrade.com.

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.

38 B ac k c a s t The Evolution of Catch and Release Ethos

By Geoff Mueller

the fly shop was a form of social media.

By Marshall Bissett

Fax: 303-495-2454 tim@anglingtrade.com Mail Address: PO Box 17487 Boulder, CO 80308 Street Address: 3055 24th Street Boulder, CO 80304 AnglingTrade.com

AnglingTrade.com | March 2015

Do we risk losing touch with our customers by having a thousand Facebook friends, but fewer and fewer friendly faces actually in our stores, talking about fishing? There was a time when

Advertising Contact: Tim Romano Telephone: 303-495-3967

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For advertising information: Tim Romano; tim@anglingtrade.com.

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E DITOR ’ S C OLUMN

Fly Fishing Tech Bubble?

I just got back from fishing two weeks on the South Island of New Zealand. Changed my world. But sight casting to 10-pound brown trout in crystal clear water will do that to you.

I also came away with some interesting perspectives from the people I fished with. Turns out that Riverview Lodge, Cedar Lodge, and Stonefly Lodge (three of the very best in NZ) have client bases that are 70 percent or more American.

And what do the Kiwi guides really think about Yank anglers?

Well, by and large, “not so flash.”

AnglingTrade.com | March 2015

“There are two things you can count on with 90 percent of the Americans: They’re going to have the best gear in the world, and they won’t have any idea how to use it,” one guide said to me.

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At first I found that amusing. But the more I stewed on that, the more I found that troubling. Is the greatest threat to fly fishing businesses these days a different type of “tech bubble” we’ve created ourselves?

Are we too dependent on gear, and

not enough dependent on actually knowing how to fish?

I mean, on the one hand, there is a fundamental flaw in a business model where companies sell fly rods as heirlooms—even warrantying them for the lives of their owners— and then every two or three years come out with new models that are supposed to be even faster, stronger and longer. I suppose that’s why a shop that does a million a year in total sales sees less than $40K in high end rod purchases.

And it probably doesn’t help that we’ve dumbed the sport down so much with strike indicators and dredging nymphs through runs that an angler actually has to switch his or her brain back on when they want to try something really cutting edge, like say, dry-fly fishing with a 15-foot leader.

If you want to increase your fly sales, try the approach the Kiwis use. Fish sees a fly, doesn’t eat it… switch patterns, right then, every time.

Why do we think we can beat trout into submission with the same San Juan worm? Because we can! But is that good? And is it really good to think a new rod can add 10 feet to a flawed cast?

Trust me, I get it. I buy a new driver for my golf bag every few years thinking that money will cure the slice. It isn’t like I have a swing flaw or anything.

And maybe our little market depends on having minions of overly optimistic, under-performing anglers fishing for stupid, stocked fish. If there weren’t hydro dams, and bobbers, and planted rainbows, the entire industry would collapse tomorrow.

But I would submit to you that a little knowledge can go a long way, and we need to aspire to use different techniques to trick wild, cagey fish.

This is the key to the future of the specialty fly shop.

Who’s going to teach people how to really fish and climb the learning curve? Some manufacturers are doing it, but really, they’re in it to sell stuff. AFFTA doesn’t have the bandwidth to actually grow the market, for heaven’s sake.

Media? Well, I’d like to think there will always be a market for good information, but the space is so cluttered these days, it’s hard to sort out what’s of value and what isn’t.

No… when all is said and done, there’s really only one person who has the street credibility to pull it off, and protect the fly world from a bursting tech bubble.

You. The specialty dealer. And that’s why, despite all the talk about big boxes, and manufacturers selling direct, and online retailing, and E-commerce, and imports pressuring prices and margins and all of that, there will always be value in the brick-andmortar fly shop, so long as credibility lives within those walls.

I have always said that I think fly fishing is less about fish, and more about the places you go, and the people you meet along the way. It’s a cultural thing. The fly shops are the stewards of the culture, and the key to the future of this sport, not the relics of a bygone era. Anyone who says otherwise is completely out of touch with the essence.

AnglingTrade.com | March 2015

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Currents Product News

information, see howlerbros.com/ spring2015.

Get Ready for Red Oval Tinsel, Medium

RIO Lassoes Heavyweights with Specialty Lines

Like an Iceberg

Experts at keeping beer cool and best known for grizz-proof coolers, leave it to the brains at YETI to best the ice cube. YETI Ice, according to the brand, chills contents faster, is unbreakable, and is filled with science—“dialed in to the most effective temperature to maximize the ice retention of any cooler.” The ice substitute’s custom shape—available in 2- and 4-pound variations—also reduces freezing time and maximizes durability whether in a lunchbox or lining the cooler of your flats-bound skiff. (MRSP: $19.99 and $29.99)

What self-respecting trout doesn’t dig red tinsel? The answer is none.

And therefore, it’s no surprise that UNI-Products has unveiled a French Oval Tinsel—medium in red—to the fly-tying world. Red Oval Tinsel joins popular UNI-French Oval colors such as silver and gold, while a Combo Pack of 20 spools offers tyers a mix of oval, embossed, and wire options in a variety of catching colors. Visit uniproducts.com for more inspiration.

Western Rise, Where Dogs Sit Shotgun

AnglingTrade.com | March 2015

Howling into Spring

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Austin, TX-based Howler Brothers channel Dawn Patrol surf sessions and evening Constellation equations with their latest lineup of edgy, youthful, and fun-loving lifestyle clothing.

The inspired collection includes five new shirts, four new styles of shorts and boardshorts, new t-shirts, and 20 fresh hats. In addition, you’ll find reinvigorated designs of Howler favorites like the Gaucho Snapshirt and Bruja Boardshorts. For more

different. So we decided to reexamine the design and support fly fishing and outdoor apparel could offer from the ground up.” Get to know the brand at westernrise.com.

Slated for spring detonation, Western Rise bills itself as a high-performance apparel brand specializing in versatile fly-fishing wares with advanced materials like DryRise technology that resists water, fights microbials, and blocks the sun. “We love building campfires, sleeping under the stars and driving backcountry roads with our dogs sitting shotgun,” says Will Watters, Western Rise founder. “When we set out to create apparel that met the demands of this lifestyle, we were searching for something

For those with specie-specific needs, RIO has two new lines designed for biggun targets. The Tarpon QuickShooter ($89.95) has a short 30-foot head and is a full line size heavier for effortless loading. Its powerful front taper delivers large flies, cuts through wind and, RIO says, is ideal for close range shots and “on low light days when quick casts are essential.” RIO’s new GT, on the other hand, is built on an ultra-strong core with a breaking strength in excess of 50 pounds and has a short, heavy head to carry and flip big flies via powerful sticks.

Tarpon QuickShooters are available in WF10F – WF12F in sea grass and sand colors, and WF10F/I – WF12F/I in clear tip and sea grass. GTs ($89.95) come in 400 grains, 475 grains, and 550 grains in kelp and orange.

Douglas Outdoors Doubles Up

Based on snowballing consumer feedback from the 2015 fly-fishing show

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The Scott Tidal Series All New Saltwater Fishing Tools.

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circuit, Douglas Outdoors, founded by former Hardy president Jim Murphy, has announced it will double the size of its initial Upstream Fly Rod production run for 2015.

Upstream rods (MRSP: $350) include four ultra-light options available in a range of trout-friendly weights.

“Each rod is designed to have a… high-function approach to bush and upcountry fishing environments,” says the manufacturer. “The challenge of both close-casting and line control as well as casting your line with authority is a balance that Upstream strikes with ease.”

Standard-modulus graphite blanks are finished with a cork cap, ring reel seats, and a natural Tonkin bamboo color with clear wraps. A lightweight 1 5/8” brushed aluminum rod tube and sock are included with each rod. See douglasoutdoors.com for the full scoop.

AnglingTrade.com | March 2015

Smith Goes Bigger

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Bigger and bolder, Smith recently launched extra-large size options for its popular Lowdown and Outlier sunglass models. Lowdown XL is a “lifestyle-driven” design styled for large face shapes and features light, durable, and environment-friendly bio-based Evolve™ frame material.

Available in polarized Carbonic TLT lens options (MSRP $100), Lowdown XLs also features anti-lock hinges and hydrophilic megol nose pads. Outlier XLs, on the other hand, feature a larger rectangular shaped lens, with distinct keyhole nose detailing, and come in non-polarized ($80), polarized

($119), and ChromaPop™ ($209) polarized options.

focused central hub of sport fishing conservation news and articles.”

Both XL models are RX compatible, more at smithoptics.com.

Fueled by Costa partners such as OCEARCH, The Billfish Foundation (TBF), Theodore Roosevelt Conservation Partnership (TRCP), International Game Fish Association (IGFA), Coastal Conservation Association (CCA), Trout Unlimited (TU) and Bonefish & Tarpon Trust (BTT), the blog tackles issues affecting fisheries, motivating readers to play a more active role in protecting the world’s waters.

Industry/Company News Stone Creek Gets Wired

Established industry supplier Stone Creek, Ltd., has ditched print and gone digital with the launch of a new website that supports fly shops with updated product information, pricing, and order-placing capabilities.

Current and prospective dealers can log on, enter shop information and, upon approval, set up dealer accounts for access to dealer pricing. The new site is live and replaces Stone Creek’s standard print catalog for 2015. View the new site at Dealers.StoneCreekLtd.com.

Watery Rave, Reinstated

Costa, maker of high-end fishing optics, has re-birthed the “Watery Rave” blog, massaging the site into what it calls, “an action-

The site also serves as a nonbiased aggregator of articles from each of the participating partners, providing information to anglers, conservationists, scientists and more.

Articles will highlight conservation work being done to protect fisheries around the world, from oyster bed restoration efforts happening in the Gulf of Mexico, to shark tagging reports from the deep ocean, to permit study research updates from Belize.

“Fisheries all over the planet need our help from pollution, overfishing and more. All of the groups contributing to the site are committed to sustainable sport fishing practices, and want to encourage anglers to become more involved to protect the fish we love,” said Al Perkinson, vice president of marketing for Costa.

“We created The Watery Rave as a central place where people can come educate themselves about the challenges facing our waters right now, and give them specific things they can do to help make a difference.”

Follow along at wateryrave.com.

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Outdoor Industry Association Looks for a Leader

executive director to take four to six months.

People News Don Swanson, Orvis Endorsed Outdoor Industry Association (OIA) recently tapped The Forest Group to spearhead its nationwide search for a new executive director.

“The Forest Group has a strong track record for finding successful talent for outdoor industry organizations, including retailers, manufacturers and not-for-profits making them an ideal choice to lead the search for OIA’s executive director,” said Jen Mull, OIA board chair and Backwoods CEO. “We’re confident that they can find a strong leader to help shape the future of OIA and the important work that we do serving more than 4,000 members who operate successful outdoor businesses.”

AnglingTrade.com | March 2015

Finding a new executive director to lead OIA is a top priority. In September 2014, Frank Hugelmeyer resigned as president and chief executive officer after 15 years of service. Steve Barker, founder and former CEO of Eagle Creek, was appointed interim executive director to lead the organization during the transition.

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“We will focus our efforts on identifying candidates who bring the necessary leadership skills, management experience, and deep connection to the business landscape that best serves the mission and vision of Outdoor Industry Association,” said Adam Forest, Forest Group managing partner.

The board expects the complete process to vet and hire the new

Don Swanson, an industry veteran with more than 20 years at Abel Automatics (including 7 as its president) has joined Orvis as its director of rod shop manufacturing. Swanson replaces Jim Logan, who retired as head of Orvis rod manufacturing in late 2014.

Shawn Combs, head rod designer at Orvis and also chief of fly-fishing product development, will work closely with Swanson. Says Combs, “I can’t think of a better person to carry on the legacy of Orvis rods being made in Manchester, Vermont, than Don. His attention to detail, pride in U.S. manufacturing, and career of producing great fishing equipment will make his transition that much smoother.

“I’m also looking forward to showing him around his new home waters and traveling to fish with him.”

Swanson will have cultural and climate adjustments (for the first time in his life he saw ice on the inside of his window), but he’s at home with all the fly-fishing addicts at Orvis HQ. “It’s been a warm welcome from the entire Orvis team, when I say warm, I’m not speaking about the weather,” he says. “I experienced the coldest night of my existence,

negative 15 degrees. But visible from all areas inside the corporate building is the beautiful setting of the Green Mountain National Forest. This is a constant reminder of Orvis’s rich passion and thirst for the outdoors.”

UMPQUA Promotes Geri Norton Umpqua, of Louisville, CO, has moved key employee Geri Norton into the role of administration manager, where she’ll oversee all accounting, customer service, and human resource functions.

For the past ten years, Norton has worked at the brand in everything from sales and marketing to warehouse packaging and production.

Her most recent role was that of customer service manager.

“Geri’s profound knowledge of Umpqua’s business practices, customer, and brand are virtually unmatched, and will serve her and all of us extremely well in steering these critical business functions,” says Jeff Fryhover, president/CEO at Umpqua Feather Merchants. “She’s also a passionate angler, which never hurt anyone!”

Death of David Hall, Angling Media Publisher We’re sad to announce the passing of David Hall—

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The Fly Fishing Board Game

founder and chairman of David Hall Publishing (DHP), one of Europe’s largest independent publishers of angling media. Hall died peacefully in his sleep after a short spell in hospital. He was diagnosed with cancer almost two years ago and had spent the past 12 months at home being cared for by his wife, Cherry.

Considered a maverick when he entered the angling trade as the private publisher of Coarse Fisherman magazine more than 30 years ago, Hall went on to publish several leading angling publications including Match Fishing, Pole Fishing, Coarse Fishing Answers, Total Carp, Total Sea Fishing and Total FlyFisher. His portfolio also

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includes Tackle and Guns and the eponymous annual trade show, plus two international trade magazines, Tackle Trade World and Gun Trade World.

From an outspoken beginning, David went on to become part of the establishment he’d called to task so often and became chairman of the Angling Trades Association in the ’90s. He leaves behind Cherry, two sons Robbie and Jamie, daughter Jemma, and two grandchildren Archie and Isaac.

Patagonia’s Global Sales Guru, On Board

Smith Rep Scores a Subie Smith has named Mike Atwell, fishing industry veteran and sales representative, its 2014 Rep of the Year.

Working with the brand for more than 24 years, Atwell earned the title for his dedication in Idaho and Wyoming, where he services the fishing communities, and in Montana where he calls on fishing and snowsports retailers. Atwell, a resident of Bozeman, MT, received a Subaru Outback and an undisclosed sum of cash for his adept efforts.

Backcountry Hunters & Anglers’ Grows National Staff

Mark Harbaugh, Global Sales Manager of Fish at Patagonia, will “bring immense insight and leadership” to the American Fly Fishing Trade Association (AFFTA) board, filling the seat of longtime member Brian Westover of WestWater Products.

AnglingTrade.com | March 2015 14

“We stand to benefit immeasurably from the additions to our national staff,” said BHA executive director, Land Tawney. “John’s background and appetite for engagement in the policy arena combined with Katie’s expertise in communicating these issues to the media and sportsmen in general will be instrumental to our continued and increasing success.”

“In short, they’re joining BHA at a pivotal moment, and I couldn’t be more excited to have them be part of our team.”

Formed around an Oregon campfire a decade ago, BHA is a voice for the nation’s wild public lands, waters and wildlife. With members in all 50 states and Canada, 16 state-based chapters and a chapter in British Columbia, and more than 60,000 Facebook users, the group brings an authentic, informed, boots-on-the-ground voice to the conservation of public lands.

During the past 18 months, BHA has seen its membership numbers more than double, while working to mobilize sportsmen to advance natural resources policy.

Harbaugh has more than 35 years of experience in the outdoor and fishing industries as both a sales representative and, more recently, sales manager at Patagonia, Inc.

ASA Appoints Lockheed Martin Alum

“With Mark joining our board, we have excellent representation from the biggest manufacturers in the industry,” said AFFTA president, Ben Bulis. “This is a huge win for AFFTA and our industry and we are poised to accomplish lofty goals with the board we currently have in place.”

AFFTA’s next board meeting is in Bozeman, MT, April 8-10, 2015.

additions to its national staff: John Gale, conservation director, and Katie McKalip as communications director.

Backcountry Hunters & Anglers (BHA) recently announced two new

On March 2, 2015, Scott Gudes— acknowledged bipartisan government affairs expert and avid angler—joined

the American Sportfishing Association staff as vice president, government affairs.

Gudes brings 30 years of experience in the federal executive and legislative branches.

Immediately prior to joining ASA, he served as VP legislative affairs for Space Systems and Missile Defense at Lockheed Martin.

Prior to that he served as VP government relations, responsible for legislative, regulatory, state/local and political action committee issues for the National Marine Manufacturers Association.

“I’ve been a lifelong angler who started fishing with my Dad on the piers and beaches in Southern California,” Gudes says. “Whether fishing offshore, inshore, on a lake or wading in a stream, fishing is very important to me and holds a special place in my heart.”

He adds, “I look forward to being part of ASA’s talented team in advocating with Congress and government for anglers, the industry, conservation and access to fishing. I look forward to this challenge and will put my knowledge and skills into seeing our sport grow, the industry prosper and working to ensure that fishing opportunities remain available for the next generation of anglers.”

Environment News 72 Dams Smashed… and Counting

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Communities in 19 states, working in partnership with non-profit organizations and state and federal agencies, removed 72 dams in 2014—restoring more than 730 miles of streams for the benefit of fish, wildlife, and people—says American Rivers.

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California, Colorado, Connecticut, Delaware, Iowa, Idaho, Illinois, Maine, Massachusetts, Michigan, New Hampshire, New Jersey, Ohio, Oregon, Pennsylvania, Tennessee, Vermont, Virginia, and Wisconsin are all represented.

Pennsylvania topped the list for the twelfth

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Barracuda are awesome, often underrated sportfish—fast, aggressive, visual, and scrutinizing. Unfortunately, indications from guides and anglers in South Florida suggest that their size and abundance are in decline.

year in a row with 17 dams removed.

Looking ahead to this year, American Rivers set a goal of 75 dam removals.

Scheduled deconstruction efforts include the West Brittania Dam on the Mill River in Massachusetts and the Fielder and Wimer dams on Evans Creek, a tributary to the Rogue River in Oregon. Removal of the Plymco Dam on Town Creek in Plymouth, Massachusetts also recently began.

“The river restoration movement in our country is stronger than ever.

Communities nationwide are removing dams because they recognize that a healthy, free-flowing river is a tremendous asset,” said Bob Irvin, president of American Rivers.

American Rivers will add details on the dam removals in 2014 to its database of more than 1,185 dams that have been removed across the country since 1912.

For more info, see AmericanRivers.org/ DamRemovalsMap.

AnglingTrade.com | March 2015

South Florida’s Disappearing Barracuda

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As of now, barracuda are considered an unregulated species in Florida waters and there have been reports of high commercial and recreational harvest in recent years. In response, members of Lower Keys Guides Association (LKGA) initiated a Save the Barracuda campaign/online petition asking the Florida Fish & Wildlife Conservation Commission to investigate the status of barracuda, while the Bonefish & Tarpon Trust is working with guides and anglers to collect important data.

“Barracuda is prized as a strong fighter in sport fishing and is a valuable catch and release fish,” says John O’Hearn, president of the LKGA. “But since it is an unregulated species, considered a food and bait fish, it has no protection for size or numbers being harvested.”

Learn more about the Save the Barracuda effort at lkga.org.

Browns Canyon: Monumental Achievement In what sportsmen and stakeholders are calling a “historic victory for Colorado conservation,” President Obama, in February, helped protect Colorado’s Browns Canyon in perpetuity by designating it a national monument.

“I’m thrilled,” said Jim Impara, vice president of the Collegiate Peaks Chapter of Trout Unlimited in Salida.

“Browns Canyon is one of those special places that draws rafters, hunters and anglers from around the world. This action ensures that Browns’ wildness and rare beauty will be there for our children and grandchildren to enjoy.”

For years, sportsmen’s groups have been pushing for monument status.

TU, NWF and BHA organized local hunters and anglers to voice their support by attending local meetings and public forums. The groups cited Browns’ important fish and wildlife habitat, as well as its role as an economic driver for Colorado’s $1.2 billion fishing economy and $500 million hunting economy.

In addition, Browns Canyon, and the Arkansas River that flows through it, is also the single largest contributor to Colorado’s $140 million whitewater rafting industry.

“This is a great day for Colorado and for sportsmen,” said Tim Brass, Southern Rockies coordinator for Backcountry Hunters and Anglers.

“Browns Canyon is the gold standard for backcountry hunting and fishing habitat. Protecting this last bastion of wild country along the Arkansas River ensures that herds of elk and deer have high-quality winter range and anglers can pursue wily trout in an outstanding Gold Medal fishery.”

For more information, go to sportsmenforbrowns.com.

OF Receives 1% for the Planet Pledging

Outdoor Foundation (OF), a national not-for-profit dedicated to inspiring and growing future generations of

outdoor leaders, is a new nonprofit partner of 1% for the Planet—the global alliance that gives one percent of revenues to environmental causes.

The move makes OF eligible to receive donations from 1% for the Planet member companies, expanding its potential pool of funding.

“We at the Outdoor Foundation are thrilled to partner with 1% for the Planet,” said Chris Fanning, executive director of the Outdoor Foundation. “We are committed to helping young people get outside, active and engaged in environmental stewardship and hope member companies will choose to partner with us in this effort.”

Visit OF at OutdoorFoundation.org.

Google Surfs the Yampa Sportsmen to Congress: Support Sound Planning Processes on Public Lands

Master leasing plans, or MLPs, were among the oil and gas leasing reforms the Interior Department unveiled in 2010. They are intended as a landscapelevel review of an area’s resources and a critical step between the more general resource management plan and analyses of individual oil and gas sites.

“Park County has made investments to protect our recreation-based economy in South Park and the county commissioners are committed to working with the Department of Interior and other agencies to enhance, protect and preserve our hunting and fishing resources,” said Tom Eisenman, the county administrator. “The Bureau of Land Management has made a bold

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AnglingTrade.com | March 2015

Colorado’s Yampa River is the focus of a new Google Maps Street View project in partnership with American Rivers. The Yampa River Street View celebrates the river’s classic canyon scenery, expansive landscapes, whitewater rapids, and highlights the many values that a wild and free-flowing Yampa River has for local communities and the region as a whole. Just pull up the Google page, choose the river section you want to explore, and begin your online journey.

See and surf it, here: google.com/maps/ views/streetview/yampa-river-dinosaurnational-monument?gl=us.

Sportsmen are urging Congress to fund work that creates roadmaps for responsible energy development on public lands. Currently, the Senate Committee on Energy and Natural Resources and the House Interior, Environment and Related Agencies Appropriations Subcommittee are considering the FY2016 budget proposal for the Department of the Interior. Part of that budget proposal is an increase in funding for master leasing plans of $5.8 million.

Sportsmen for Responsible Energy Development has been a longtime advocate for master leasing plans as a way to find better, more detailed solutions in areas ripe for both conservation and natural resource exploration. The Bureau of Land Management plans to write MLPs in Colorado’s South Park, and the Little Mountain area in Wyoming. Both are areas known for their hunting and fishing opportunities, public lands, and the contributions those resources make to local rural economies.

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move to look at our local community as a partner and we have responded in kind to create grassroots, local relationships to find a consensus on issues associated with oil and gas development. We ask that Congress becomes a partner with BLM and Park County and fund BLM’s leasing planning process.”

David Leinweber, owner of Anglers Covey in Colorado Springs said he views MLPs as a way to bring certainty both to the energy industry and to his business.

“A healthy watershed is critical for the South Park fishery and my business, but that doesn’t mean that energy development and conservation are mutually exclusive,” he said. “A master leasing plan is a way for the BLM to address issues before they turn into conflicts and develop a collaborative plan forward.”

In Little Mountain, near Rock Springs, Wyoming, which is embroiled in discussions over the state takeover of public lands, sportsmen groups view master leasing plans as an opportunity to address public land management in a more productive, collaborative manner.

AnglingTrade.com | March 2015

“MLPs are a great way to manage public lands, plain and simple,” said Steve Kilpatrick, executive director of the Wyoming Wildlife Federation. “There is a lot of rhetoric about the need to take back federal lands, but the real issue is how to balance the myriad competing uses imposed on public lands. The key is communication at the community level; MLP’s provide a venue for that to happen and Little Mountain is a good template for others to follow.”

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Events Wine, Dine, and Unwind The 15th annual Virginia Fly Fishing and Wine Festival will be held on April 11 and 12, 2015, on the banks

of South River in Waynesboro, VA. This dog-friendly outdoor weekend includes casting classes and a packed program with more than 50 onsite exhibitors. Beginner to expert anglers

will appreciate sessions on where, when, and how to fly fish in the Mid-Atlantic and beyond. Of course, Virginia wine tastings, microbreweries, local foods, and live music will also be featured.

Purchase tickets online at vaflyfishingfestival.com.

Dealer Summit Hits Bozeman

The American Fly Fishing Trade Association (AFFTA) will host its second annual Dealer Summit in Bozeman, MT, on October 12-15, 2015. The retailer event includes seminar speakers, networking and roundtable discussions, and opportunities for engagement with the manufacturers and organizations that sponsor the Summit. A sampling of seminar topics from 2014 included inventory management, employee retention, marketing and social media strategies, conservation issues, and more.

“As an organization, AFFTA is delighted to continue the Dealer Summit for a second year and offer this great business benefit to our retailers,” said Tucker Ladd, chairman of the AFFTA board and owner of Trout’s Fly Fishing in Denver. “After the 2014 Dealer Summit I returned to the shop and implemented much of what I learned immediately. It was an invaluable experience and I’m excited for what 2015 will bring!”

The Dealer Summit will be held in downtown Bozeman with accommodations offered at The Element by Westin. Both hotel and meeting space are within walking distance of Bozeman’s lively nightlife, including restaurants, bars and shops.

Additionally, angling opportunities include fishing the Gallatin, Madison and Yellowstone rivers.

For more information please call 406.522.1556 or email info@affta.com.

VT Conservation Symposium Wades Into Tech Solutions The American Museum of Fly Fishing, in Manchester, VT, will host its first annual Deborah Pratt Dawson Conservation Symposium beginning March 14, with presentations from Trout Unlimited, American Rivers, Bonefish & Tarpon Trust, Atlantic Salmon Federation and others on technology strides in conservation.

The second day, on March 15, catch conservation movies including The Return of the River, which chronicles the nation’s largest dam removal project, at the Manchester Village Picture Shows along with breakfast.

Tickets for the weekend start at $50, and discounted lodging rates at four local hotels and inns will be available for event attendees.

“We focus a lot on history here at the Museum so we are beyond excited to deviate from the norm and provide a platform for those doing important work keeping our fisheries accessible to future generations.”

For more information about the museum and the first annual Deborah Pratt Dawson Conservation Symposium, go to amff.com.

P: Carlos Baz

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FEATURE

The Door to Cuba Opens Wider What do the new rules for travel mean for fly fishers?

AnglingTrade.com | March 2015

Written by Philip Monahan Photos by Jim Klug

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On December 17, 2014, the U.S. government surprised almost everyone by announcing a major change in its policy toward travel to Cuba, representing another step in the slight thawing of relations between the nations over the past

few years. (In 2009 and 2011, the Obama administration had made smaller changes, allowing CubanAmericans, as well as educational, humanitarian, and religious organizations to visit Cuba.) More than a half century after an embargo

first barred Americans from traveling to the Caribbean island—which lies just 90 miles from Key West—it seemed that there was new hope for fly fishers who longed to visit the vast saltwater flats they’d only read about in magazines or seen in videos.

FEATURE

But there was a clear “not so fast!” component to the story: the travel ban was to be modified again, not lifted. And the new rules will limit travel to twelve categories, as listed on the White House website: (1) family visits; (2) official business of the U.S. government, foreign governments, and certain intergovernmental organizations; (3) journalistic activity; (4) professional research and professional meetings; (5) educational activities; (6) religious activities; (7) public performances, clinics, workshops, athletic and other competitions, and exhibitions; (8) support for the Cuban people; (9) humanitarian projects; (10) activities of private foundations or research or educational institutes; (11) exportation, importation, or transmission of information or information materials; and (12) certain export transactions that may be considered for authorization under existing regulations and guidelines.

You’ll note that neither “tourism” nor “recreation” is on the list, and U.S. airlines are still not allowed to fly to Cuba. After learning of these frustrating details, many American anglers are wondering, “So what, then, does all this mean for anglers and the fly-fishing industry?”

Cautious Optimism

from anglers asking what the news meant for travel and inquiring when they could go.” Simon Perkins of Orvis Adventures says the company is “very, very excited,” calling this a “big step in the right direction,” and hopes for further relaxing of the travel restrictions in the near future.

Of course, some Americans have been flouting the travel ban for years, usually by flying to Cuba via foreign airports in Canada or Mexico—a plan described by Klug as “not hard to do, but not exactly legal, either.” Even

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AnglingTrade.com | March 2015

As you might imagine, some of the sport’s biggest travel companies have been watching events unfold with great interest. According to Jim Klug of Yellow Dog Fly Fishing, he’d been expecting such a development for several years, but he was taken by surprise when the story broke.

“Our phone traffic exploded that same day,” he said, “mostly calls

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AnglingTrade.com | March 2015

FEATURE

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if the details of such a trip weren’t difficult, however, most travelers aren’t all that comfortable defying their own government. And those who have no such compunctions initially sometimes become a bit paranoid when they return. For instance, after I posted one video about Cuba on the Orvis Fly Fishing blog, the filmmaker called and asked me to take his name off the post, saying that he’d received a few “suspicious hang-ups” on his home phone and he didn’t want to take any chances in case Big Brother was watching.

Klug points out that it is currently possible to enter Cuba legally, by attaining what is called a “people-topeople” license: There are a number of groups that now offer legitimate, legal visas for Americans who want to visit Cuba.

You can pay these groups $500.00$600.00 and receive the legal paperwork. Right now, that is how we are handling travel to Cuba: if a U.S. citizen is legal, we will help them arrange their trip.

Such a hurdle still weeds out all but the most intrepid anglers—both because of the extra work and extra

expense it entails—which is why Orvis is working toward getting the necessary licenses through the U.S. Office of Foreign Assets Control (OFAC) to allow the company to lead groups to Cuba. Perkins believes that we may be three to five years away from a total lifting of the travel ban, but he believes that the company’s efforts will result in opportunities to get his customers to Cuba “the right way.” Perkins is not alone in this belief. According to a December Washington Post poll, about three quarters of Americans would like to see the ban lifted, and experts predict that the number people-

to-people travel tours should rise considerably over the next few years.

A new wrinkle was introduced on January 29, 2015, when a bipartisan group of eight U.S. senators introduced a bill to end the travel ban altogether, with a similar bill expected in the House. It is unclear at press time if the bills will make it to the floor for a vote, however, as there is still considerable opposition, led

by Cuban-American senators Marco Rubio (R-FL) and Robert Menendez (D-NJ).

Risks and Rewards Aside from the legal hurdles, there are other challenges facing travel companies who want to send anglers to Cuba. According to Klug, who

first fished in Cuba in the late 1990s, things are better now than they were then, but visitors need to adjust their expectations: The country is a mess, and its infrastructure is very problematic.

People cannot head to Cuba and expect the same flawless travel and the same level of service as they would find at Turneffe Flats, El Pescador, Casa Blanca, etc. Also, the air travel to and from Cuba is still a major challenge. For a location that is only 100 miles from the U.S., it still takes a hell of a long time to get there!

Finally, it’s expensive—as much as US$10,000 for a prime week, including airfare—as much as twice

the cost of a trip to the Bahamas, Belize, or Mexico.

Once you get out on the water, however, things change dramatically.

Capt. Greg Vincent—co-owner of H20 Fly Fishing on Grand Bahama Island—says that when he first visited Cuba in 1991, there were no real guides at all, just “boat handlers” who would take you where you wanted to go, but would offer no fishing help. Over the past fifteen or so years, he says, there have been remarkable improvements. “There are now quality guides who have received lots of help and tutoring,” Vincent explains, “and the best ones are as good as the guides in Ascension

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Something Different

chotaoutdoorgear.com

FEATURE

Bay.” A second generation of guides, who grew up around fly fishermen is just coming into its own, so the future looks bright.

One of the big questions remaining: What will Cuba’s fly-fishing industry look like after the travel restrictions are completely lifted? Vincent says

AnglingTrade.com | March 2015

that he has some concerns about how

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much business a new Cuba option would divert from other destinations, such as The Bahamas. Of course, Europeans and Canadians have been enjoying Cuba for decades, but he believes that the novelty of the fishery will cause a “redistribution of anglers,” with Americans flocking to Cuba. Vincent argues that the number of traveling American saltwater

anglers is not going to grow to meet the demand: “If there are suddenly one hundred new guides, each fishing days a year, that’s a huge amount of business that won’t be going to current flats-fishing operations in the region.”

For American anglers, today’s situation is not that much different from what it was before December’s announcement, but some travel companies are not waiting for the other shoe to drop. “Everything has been in place for years,” says Klug, “and we’ve simply flipped the switch to become more involved and start booking trips.” The real import of these new travel rules is that they put us one step closer to a complete repeal of the travel ban, when an angler can hop a flight from Miami to Havana and soon be chasing bonefish, permit, and tarpon in Los Jardines de la Reina. When that day will come is still anyone’s guess.

FEATURE

How Well Do You Know Your Customers?

8 Facts That Customers Want You to Know, But Don’t Tell You Written by Steve Schweitzer Let’s see…

Does your customer…

Test #1: desire fast service or good service?

Test #2: want personalization or customization?

Test #3: wish to hear their own name greeted at the door or receive a thankyou for coming in as they leave, even if they didn’t buy anything?

Test #4: appreciate an unexpected nice surprise or a free add-on at check-out?

Test #5: prefer a loyalty program or a discount coupon?

AnglingTrade.com | March 2015

Test #6: value time or money more?

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PREFACE: Before you read the rest of this article, think of five customers. You may choose ones you know really well, some you don’t, maybe the five newest customers or a representative mix of your customer base. They may be the longest tenured or the youngest. It doesn’t matter, but think of those five customers as you walk through the quiz below.

Let’s face it, any business that has customers is in the people business.

It’s all about acquiring new customers and keeping the old ones. You buy

product to stock the shelves and devise services all centered around selling and meeting your customers’ needs. Thus it stands to reason that knowing your customers’ idiosyncrasies and habits is key to keeping the ones you already have and key to understanding how new customers can be brought in.

Thinking of the five customers you have brought to mind, answer the eight questions below, using them as voices for your answers. How would you personally answer the questions?

Do you really know your customers?

Test #7: know what the rest of your customers want better than you?

Test #8: tell you the truth?

So what does your customer really think? The answers are below.

Test #1: Does your customer desire fast service or good service?

FEATURE Answer: Your customer says, “I want good solid service first.”

Recent Gallup polls reveal that customers who receive competent and knowledgeable service are more likely to stay with a retailer or brand and tell at least one friend about it. Additionally, if a customer received rude and incompetent service, they are roughly 20% more likely to leave you, even over just plain rushed in-haste service. So, fast service isn’t always the best thing. Even just plain good service, not above-and-beyond exemplary service, is better than being fast at what you do.

effective tactic in selling a package deal or related items (fly rod, reel, backing and line, for example), personalization means more to a customer and they will gladly pay for it, even if they consciously don’t realize it. See the next test.

Test #3: Does your customer wish to hear their own name greeted at the door or receive a thank-you for coming in as they leave, even if they didn’t buy anything?

Test #2: Does your customer desire personalization or customization?

Answer #3: Your customer says, “Remember my name and say it often!”

Answer: Your customer says, “I want it personalized, please.”

Answer: Your customer says, “Who doesn’t like a nice surprise?!”

Throwing in a surprise freebie at checkout may be nice, depending on what the freebie is. But customers have been conditioned to think “if it is free, there must be something wrong with it.” So instead of throwing in free product, consider surprising the customer with extra service add-ons, not product.

When it is least expected, a nice surprise no matter how small, is a gesture that all humans will smile about. The timing of the gesture can be just as important as well. Offering a free bottle of water to a customer walking in on a hot day is a good start. However, offering that customer the same bottle of water at check-out just before they leave the air-conditioned store is even more impactful. The timing shows a nice gesture and empathy towards their immediate circumstances more so than offering them a bottle of water as they walk in. Of course, offering them a bottle upfront and as they leave is exemplary customer service. The same thinking applies to resolving customer issues or complaints. Resolve a complaint in the customer’s favor and they will do business with you again 70% of the time according to Lee Resources.

The quicker you resolve the issue, the higher the probability they will return.

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AnglingTrade.com | March 2015

In a recent Journal of Applied Social Psychology study, waiter and waitress staff tips were increased by an average of 23% by just personalizing the dining experience. Personalization can come in a variety of forms, such as asking the dining patron would they like extra sauce for their pasta, or offering a selected dish to be prepared “off-menu” to the patron’s liking, or even bringing take-home boxes in advance of the customer asking. In a fly shop, personalization can take the form of offering the customer a small cup for their flies, and writing their name on it for them, so they can leave it at the front cashwrap while they shop the rest of the store. While customization can be an

Taking the personalization concept a step further, knowing your customers by name trumps all else. It’s the first thing a customer wants to hear when they step into your shop, or even receive an email blast from your business (e.g. - don’t send out emails with a do-not-reply email address). A recent study by the government on brainwave activity yielded that people found their own name to be one of the most pleasant sounds they hear, and as a result became more relaxed, attentive.

They also became more interested in what dialogue follows their name. And don’t forget respect; acknowledge special name modifiers like “Honorable” or “Doctor” for example. According to ContactPoint Client Research, a customer’s name is asked for only 21% of the time in a retail setting. If that is true, there’s plenty of room for improvement to make a customer feel special by just knowing their name.

Test #4: Does your customer appreciate an unexpected nice surprise or a free add-on at check-out?

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FEATURE Here’s an interesting way to treat internet-based customers that don’t get to experience your in-store atmosphere.

Zappos regularly upgrades customers to overnight shipping free-of-charge, just as a way to say thanks and brighten their day. Wouldn’t that make you smile? The impact of a nice, unexpected surprise is two-fold: most certainly the customer will come back again and she will also share her “smile moment” with others, which also may turn into customers too.

Test #5: Does your customer prefer a loyalty program or discount coupons?

Answer: Your customer says, “I like rewards, I want more!”

AnglingTrade.com | March 2015

This answer may be an obvious one — a loyalty program — but do you know the tricks behind the scenes to make a loyalty program more impactful and rewarding to the customer without costing you as much as the cost of a postage stamp?! Starbucks™ does it, the local car wash does it, even your grocery store does it. Here’s trick #1: Customers will stick with your loyalty program if you help get them started.

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Discount club-style membership programs are effective for those customers with large and frequent purchases in mind, hence why they are used for retailers like Lowe’s™, Home Depot™, Sam’s Club™ or Costco™, or even the local fleet car sales lot. Let’s say you are starting a loyalty program for incenting fly bin sales. Print some business cards with your logo, some catchy program name like “Frequent Fly-er Program,”

the basic program rules such as “buy 15 get one free,” and an area to check off 15 purchases. The first time a customer uses the card, mark off the first three free, in essence making the program a 1-for-12 yield, which was your intent all along. By marking the first three as being purchased just gave the customer a head-start and the feeling of fast accomplishment in the rewards program.

A popular car-wash study conducted by consumer psychologists Dreze & Nunes revealed that customers are twice as likely to stay with loyalty programs if the program appears to already be started.

The study tested the effects of two loyalty cards. One stated eight punches gets a free car wash. The other stated 10 punches got a free car wash, but the first two were punched as the customer joined the affinity program. The second card out-performed the first card nearly twice over.

Here’s trick #2: Customers like affinity program levels. Customers really like affinity program levels such as Gold or Silver as long as they feel there is someone below them, like a Bronze level. If you implement loyalty program levels, say Gold-Silver-Bronze, make sure people start in Silver or can get there quickly, essentially having little to no participants in Bronze. As long as there is a perception of a level below where the participant is, consumers like status.

Test #6: Does your customer value time or money more?

Answer: Your customer says, “My time is the most important asset I own.”

Time may seem the obvious answer, but do you know why? Most people see time spent as a better indicator of who they are versus money spent on what they own. There’s a reason why the low-cost beer producers create ads that place most importance on having a good time versus the little amount of money spent on the cheap beer. And it’s no coincidence that the phrase “It’s Miller Time” was created.

A recent Stanford University study shares another way to think about this concept. Their study concluded that customers have more favorable feelings towards brands they can associate with “time well spent.”

Memories of good times were more powerful than memories of great savings. Here’s a way to prove this in the fly-fishing business the next time a customer talks about his/her favorite rod. Ask them why it is their favorite rod. While some may say it just casts like a dream, what they may really mean is they have caught more fish on that rod than any other, or maybe even have caught the fish of a lifetime on that rod, or that rod was the first rod they bought. All this to say the rod itself has a time-well-spent memory with it, not that it just casts well, no matter the cost.

So, as a fly shop owner, including memory-makers in your sales pitches of hard lines and clothing for example, may illicit more sales. At least try to attach a “time-well-spent” message when selling to invoke the value of time over money to a customer considering a large purchase in your store. Getting people to think about a period of time they enjoyed with a similar product is more effective than reminding them they could be saving money.

FEATURE Test #7: Does your customer know what the rest of your customers want better than you?

Answer: Your customer says, “Face it, I am better at knowing what your customers want…I am one!”

There are certain things that customers are just flat out better at than you, and one of those things is understanding their peer’s needs. In rare circumstances, a company will trump consumer demand and tell them what they need, and win! Ever hear of the iPod? This is a classic case of Apple telling us we needed one. We seemed to get along just fine beforehand without one. Not only did Apple give the solution, they also taught us about the problem. Fly shop owners don’t always have the luxury of knowing consumer problems, let alone solutions. That’s where the consumer comes into play.

Answer: Your customer says, “I will only tell you the truth if you ask for it.”

The customer journey doesn’t stop at the purchase, as I have written in previous AT articles. Beyond the purchase, it’s all on the customer to provide the feedback — that is if there is an opportunity or request to do so.

A customer is under no obligation to give you feedback on your products

Fifty-eight percent of customers that provided feedback expected a response, although that expectation wasn’t outright shared. Only 22% received a response, which means there’s a whole bunch of room to improve to meet the unspoken expectations of customers. So, asking for feedback is healthy, and responding is essential. Asking for feedback also creates loyalty, because the interaction is now more personal than it was before. As an FYI, loyal customers are worth an estimated ten times the value of their first purchase, as a retail rule-of-thumb.

Using your customers’ voices as the answer base, how did they score? Using your own gut intuition, how did you score? Do your answers compare with your customer’s voice? Evaluate your score:

or services unless you specifically ask for it. Give the customer a reason to respond. An example - set up an online method (surveys, Facebook, email, etc.) for capturing feedback and in return, offer a 10% discount coupon for the next visit as a way of saying thanks for taking time to provide comments.

United Airlines sends out an email survey link for every customer that flies.

In return, they receive 8,000 to 10,000 completed surveys a day on everything from better signage to clearer kiosk interfaces. United farms the completed surveys for the next best idea to make the company better.

Be ready for the harsh truth as well.

For every customer that bothers to complain, on average 26 other customers remain silent. Just because customers aren’t complaining doesn’t mean they aren’t satisfied.

Here’s another thing customers don’t tell you — they expect a response when they give critical feedback.

• Did you get seven or eight correct?

Then you are on top of your game and you know your customers well.

• Maybe you got five or six correct.

You are generally keen on your customers but you tripped on a few points that can be turned into valuable lessons learned for shaping your daily business strategy.

• If you got four or less correct, then there is work to be done. You may be alienating your customers faster than you attract new ones.

Now, back to those five customers you used for this exercise. Invite them to be part of a one-evening study group exploring the questions above and others that are particular to your need.

Order in some pizza, make them feel important, and engage in a one-on-one exchange of ideas and candid diatribe.

Simply put, knowing your customers’ needs and desires isn’t rocket science.

If you provide the forum and ask them, they will certainly tell you. What you may learn can be a game-changer.

AnglingTrade.com | March 2015

In a recent Institute of Management Sciences study, 1,193 commercially successful innovations were studied across nine industries. A whopping 62% (737) of those innovations came from the customer. And to add salt to the corporate product development wound, over a 5-year period those consumer-led innovations had an average annual revenue of $146 million dollars, compared to internally innovated products/service generating $18 million dollars over the same period.

What does this tell us? The customer does know a thing or two and we should go to them to get free marketing and product advice when we can.

Test #8: Does your customer tell you the truth?

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R E C OMM E ND E D R E ADING

Book Review: Making Sense of trout senses; Jay Zimmerman’s master work on carp flies; Schweitzer on the Indian Peaks.

Reviews by Kirk Deeter Here’s a look at three recent titles that are worth you and your staff checking out—and selling to customers— because they make anglers smarter and more effective on the water.

Trout Sense A Fly Fisher’s Guide to What Trout See, Hear & Smell Headwater Books, $24.95

By Jason Randall

applies to fly fishing, than anything else I have read. It’s easy to follow, and page after page, it seems, is filled with some sort of forehead-slapper tip.

For example, the section on the trout’s field of vision, how their eyes work, and what they see and cannot see is worth the price of the book alone. Stand in a place where the fish won’t see you, and your cast is more effective. Not rocket science. But in a few pages of this book, I grew to understand where those blind spots are better than my own trial and error led me to believe.

Do fish see colors, and if so, how do they react to them? Can trout smell you in a river? These are all the types of questions anglers should be asking themselves as they fish, as the answers naturally affect things like fly pattern selection, the color of your fly line or the shirt you wear, even whether or not it’s a smart idea to cross a river upstream of a run you intend to fish?

AnglingTrade.com | March 2015

Randall is a veterinarian certified in fish health and medicine, so believe it when I say his descriptions and explanations are credible and concise. This is the best kind of how-to fly-fishing book: the kind that will make you a better angler when you read it the first time, and keep you on your game when you revisit the text as reference.

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I’ve always thought that the thing that separates fly fishing from bait fishing is that fly anglers are mostly focused on the visual aspect—tricking fish through their sight, and not relying on taste and smell. A nightcrawler, for example, is going to appeal to a fish for reasons other than how it looks.

A Hendrickson cripple pattern is all about looks and not much more.

That said, I think many of us neglect factoring in things like what trout smell and hear to a fault. Jason Randall’s Trout Sense does more to explain how trout use all their senses, and how understanding all of this practically

The Best Carp Flies How to Tie and Fish Them Headwater Books, $29.95

By Jay Zimmerman

What I like best about this book is that Zimmerman not only gets into the “what” (specific patterns), he’s also strong on the “why” and “how.”

Where do you fish these flies? What are they meant to imitate? Why do carp eat them?

Jay Zimmerman is, in my mind, easily one of the top two or three fly pattern innovators in the country right now. He’s a commercial designer for Umpqua, and his “Backstabber” pattern is one of the most effective carp patterns for any region of the country. This book, just by virtue of how it is organized and presented, is one of the finest fly-tying books I’ve seen. The fact that it revolves around carp is a bonus.

Bonus because carp are everywhere, and they are challenging to catch. If you want to bring your customer base up a level in terms of performance and skill, and if you want to get them on local water as often as possible, turn them onto carp. If you still think carp are just “trash fish,” fine, keep your head in the sand.

What I like best about this book is that Zimmerman not only gets into the “what” (specific patterns), he’s also strong on the “why” and “how.”

Where do you fish these flies? What are they meant to imitate? Why do carp eat them?

Zimmerman builds the book on a roster of foolproof staples. I wouldn’t argue for or against anything being added to or removed from the list. He nailed it. And, he offers alternative patterns for many.

The book features beautiful color photos. The writing is very strong and purposeful, straight-shot from one of the best been there, done that guys in the business.

Fly Fishing A Fly Fishing Guide to Colorado’s Indian Peaks Wilderness Area Pixachrome, $26.95

By Steven B. Schweitzer and Michael Kruise

Sure, this is a location-specific book that focuses on a well-defined slice of the Colorado high country, but it’s an example

of what more guide books should look like. And, the Indian Peaks Wilderness is one of the best fishing settings in the West. It’s worth sending people to visit, and/or checking out yourselves.

is our passion… As we enter our 30th year supplying quality fly fishing products to the industry, we now have a new Dealer Support Website…

Dealers.StoneCreekLtd.com Log on to update your existing Stone Creek account or to apply to become a new Stone Creek Dealer.

We think the world of Steve Schweitzer of course, because he is an AT editor. Those of you who read his stories (like the feature in this issue) have come to know that the man is never short on details. He’s one of the most thorough authors you’ll find, and paired with Kruise on this project, the team brings more insights than ever before mustered on this particular region.

From detailed maps, descriptions of species, where to go, and what you’ll find information there’s never been anything better done on Indian Peaks, and it’s highly doubtful that there ever will be.

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AnglingTrade.com | March 2015

For additional information, please contact Chris Rohr at

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FEATURE

Social Media Versus Miserable Isolation AnglingTrade.com | March 2015

Written by Marshall Bissett

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This conversation (or something like it) can be heard at every flyfishing club in the known world: Frank: ‘If we’re gonna get any new members we have to get onboard with this social media stuff.’

Bill: ‘You mean that Facebook crap that my kid stares at all day.’

Jim: ‘Mine too. Kid used to go fishing–now his head is in that iPad thing morning and night.’

Frank: ‘Yeah I don’t get it either, but we have to get into the 20 century... er, I mean 21st.’

Bill: ‘Tell you what– let’s ask the new kid that joined last month to deal with all that stuff.’

Frank: ‘Great. Now how do we get some more women into the Club?’

Frank could be a fly shop owner and the new “kid” is usually anyone under 40. Frank can also be a lodge owner or an outfitter. The perceived need for a social media presence meets generational roadblocks headon every day. To hear some people, not having a Facebook account is like not having indoor plumbing.

Another group will admit to having a Facebook page but never looking at it or posting anything to it. That’s like being in the NRA, owning a gun but refusing to buy bullets on principle.

Others openly scoff. I recently heard someone say, “Social media works against fly fishing–it shows people too many other opportunities!”

At a recent industry trade show I asked a vendor for a business card

(an oblong printed piece of card stock if you were born before 1990) and was told, “Oh, you can find me on Facebook.” Call me lazy but I have still not done that. My English major friends fear the longterm damage of “unfollow” and “unfriend” to the English language.

I had to tell them that the plot of Hamlet can now be contained in one Twitter post.

You would think by now that the waves of social media crashing over the fly-fishing industry and its related clubs, trade organizations and charitable offshoots would have stimulated sales and participation worldwide. A new consumer generation must be “buying now,” “liking” and “friending” in unprecedented numbers. Is this not a shot in the arm at least equal to the impact of “the film”– the one with Brad Pitt that persuaded women across America that fly fishing was better than golf for their couchdormant husbands? The film that

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FEATURE greenheart rods had to be convinced of the benefits of split cane. The transition from silk fly lines to PVC probably had its share of dissenters.

Pretty soon we may be referring to Facebook as “that thing we used to use.” For the young and ultra-hip it has already lost its luster. “I stopped using it when my parents discovered it,” says my 14-year-old neighbor.

raised retail sales faster than a Free Beer sign in a store window.

AnglingTrade.com | March 2015

Apparently not. Fly shops are closing or struggling, many fishing Clubs are seeing declines in membership and the manufacturers are not supporting trade shows as they have in previous years. Yet at no time have the opportunities for direct and indirect marketing been greater. A day does not pass without my receiving an electronic offer to try out the latest our industry has to offer in rods, reels guide trips or lodges. We have come a long way from the anxious wait for the Bob Marriott’s or The Fly Shop’s 200-page color catalog to appear in the mail box (which still thankfully happens). So is it a case of too much, too often or too little too late?

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Perhaps we have induced ‘analysis paralysis’ – the dread condition where the consumer has assimilated so much comparative buying data that the poor guy cannot decide

what to buy and instead waits for more data. Retailers don’t like that. They prefer a customer who has been told what to buy by their father, teacher or brother-in-law.

(Well, maybe not brother-in-law).

Long before the Internet, I bought my first high-end rod, actually my first ever fly rod, after watching Tim Rajeff cast the same rod over 120’ at a local Expo. I reasoned that I could never blame my tools for poor casting performance. In retail the tactile experience is everything – once we are actually holding, nay fondling, that $600 reel in the store, listening to the erotic click as we slowly wind the handle, it’s a lot easier to pull out the old credit card.

Even easier than hitting the BUY NOW button.

Attitudes towards social media range from contemptuous dismissiveness to moderate evangelism and this is very healthy. No doubt users of 18-foot

Ken Lindsey, co-owner of FISHERMENS SPOT in Van Nuys, California, sees their very active website and Facebook page as “creating a sense of community – keeping our name upfront when purchasing decisions come to be made.” He does not endorse it as a full-on selling tool, but more the electronic version of guys hanging out in the store. “There’s still a hell of a lot of the fly-fishing equivalent of acrobatic kitten videos out there,” he adds grimly.

California guide and Baja outfitter Gary Bulla has a zillion Facebook friends which, to some degree, has reduced traffic to his website.

He makes the point, “Success with these tools (Facebook, Twitter etc.) depends on how they are used.

All the posts need to be either attention-getting or constant. On Facebook, followers who see your post are limited­—so it better get shared or it falls dead. Twitter is more effective in that each post hits all followers. And yet I know successful companies and outfitters who say “F… Facebook” and do well without it.”

We can all agree that social media provides brand identity and outreach for the poster and information tinged

NEW in 2015 with irritation for the recipient.

Gary lengthens the wow factor in his favor. He adds, “I am lucky, as a saltwater outfitter I can post stories, photos and video that contain more adrenaline and tend to get passed around because of the shock and awe factor of big fish and astounding marine animals.”

Social media has created its own service industries. Bernard Yin is a media consultant in Southern California and gets hired to do what many seem incapable of doing on their own–establishing a presence on Facebook, Twitter and Instagram. Bernard is in his own words, “a dotcom refugee, surfer, rock musician and social media consultant.” I met him recently at a meeting of a local Council of the Federation of Fly Fishers where he has been hired to kick start their media presence. A show of hands asking for Facebook users told me that Bernard’s struggle will be uphill.

To be fair, the temperature of the crowd could be summed up as, “Social media is great – I’m just not sure I want to get into it or have the time to deal with it.”

Bernard, who has heard all this before, likens it to that distant era when the Yellow Pages were used as something other than a step stool or for shredding material. “Back then the pressure was on to be in the Yellow Pages if you had any kind of legit business – it’s the same with Facebook now, except it’s cheaper.”

If Facebook needed a theme song it would be the WHO’s “See Me,

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FEATURE The fly-fishing industry has many reasons to love YouTube and podcasts. By now everyone has found their favorite fly tier or Spey caster. Who can resist the lilting brogue of Davie McPhail as he leads you through the steps of the elk hair caddis? There is no better way to learn knots, braided leaders and rod building. As with all things Internet, it’s a case of browser beware.

While the jury may still be out on the effectiveness of social media as a business tool, it’s hard not to be swayed by the enthusiasm of its strongest advocates. UK angler, writer, guide and artist Charles Jardine has this to say of social media. “Not to use these weapons in our arsenal is to be in denial of Feel me, Touch Me” or that classic ‘Why not take all of me?’ Laying out your private thoughts and actions on social media looks to some like blatant self promotion with a dash of narcissism, to others a gateway

if there needs to be a strictly business social media (as LinkedIn attempts with mixed results) and a purely social social media. There is a good chance that the celebrity endorsement of Twitter (can 10

“Not to use these weapons in our arsenal is to be in denial of their capabilities. We are now better served and informed - and can plan trips with the right gear with a realistic level of expectation more than at any time in our history. There are no hiding places. This is a curse and a joy in equal measure.”

their capabilities. We are now better served and informed - and can plan trips with the right gear with a realistic level of expectation more than at any time in our history. There are no hiding places. This is a curse and a joy in equal measure.”

How far you have travelled down the Internet highway can be determined by these simple tests. If you are asked what time it is, do you look at your watch or pull out your smart phone? If you are wondering what fly is working on the river do you

AnglingTrade.com | March 2015

look on your Twitter feed or check

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to loss of privacy and identity theft.

Most regular Facebook users have had to resort to the unfriend or less severe unfollow buttons. Too many breakfast/kids/sunset shots can quickly clog your news feed and challenge your tolerance for your fellow man. This begs the question

million people really care about Justin Bieber?) does not get your local fly shop owner excited. Similarly INSTAGRAM and SNAPCHAT give the appearance of being overly teen driven and unlikely to be adopted by a generation just getting used to websites.

the blackboard at the fly shop? Just remember that if you are on the river trying to update your Facebook page, be careful not to drop your phone in the water. If that ever happens, be sure to say you were taking a selfie with the fish of a lifetime.

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fish went totally unrecorded—living, keyword living, as nothing more than memories. And that was just fine.

Author Trey Combs noted the full circle in motion, when he wrote that we’d gone from “kill your limit” to “limit your kill” to an uncompromising, “Release your catch if the steelhead is wild, or face censure from your peers…”

#keepemwet The digital evolution of a catch-and-release ethos Written by Geoff Mueller I don’t know who coined the phrase and gifted it to the conservationminded, but I’m sure “catch and release” didn’t start as an advertising slogan on a can of imitation crabmeat or as a PR pitch from PETA. Instead, it came to life organically.

AnglingTrade.com | March 2015

Lee Wulff popularized the idea in the late 1930s when he wrote: “Game fish are too valuable to be caught only once.” And later in its evolution, steelheaders adopted the mantra— those small-but-vocal communities rooted in the Pacific Northwest and blessed with a lot of time in between fish to contemplate their feelings about them.

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After Karl Mausser, in 1963, captured and killed his 33-pound Kispiox buck for the record books, catchand release practices were widely astir. Astute anglers, recognizing the vulnerability of our anadromous resources, began measuring steelhead for length-and-girth equations prior to release, while many

All of this old school censuring, of course, went down well before iPhones, DSLRs, drones, and an Internet uprising that’s become, for better or worse, such an integral part of our daily lives. Today, the above stated tech accompanies not only guides and outfitters on the water, but also every under-80-year-old customer who swings through the fly-shop doors. You can see it in their strained eyes. They have a grand selfie of an even grander fish. And you’re going to get a good look, whether you like it or not.

Thanks to share-everythinginstantaneously apps such as Facebook, Twitter, and Instagram these once anonymous fish have become exceedingly famous. Social media, more importantly, has also placed them front and center for a jury of do-gooders to either pile on accolades or dump on anglers accused of evil: holding fish too long, too hard, too dry, and too far out of the water. Offenders continue to get skewered or, when the audience is feeling less vengeful, thoughtfully reminded to just #keepemwet.

Those three words, united in multisyllabic sentiment, have leveraged enough groundswell to provoke change. Fly-fishing magazines and blogs have taken note. Manufacturers have been

forced to reassess creative when it comes to packaging materials and marketing and advertising efforts. And the message is also spreading via fly shops, with owners encouraging customers to get on board, do the right thing, and stop torturing us (and fish) with potentially lethal photos.

This spring Native Fish Society, the Oregon-based wild-fish advocating non-profit, took hashtag conservation to the next level with its Keep ’Em Wet Campaign. Accompanied by a digital photo contest, the sciencebacked effort cites studies that show, “…even 30 seconds of air exposure reduces a trout’s ability to recover and can provide significant additional stress even when catch and release fishing.” Contestants are encouraged to mind how photographed fish are fondled, to limit or eliminate a fish’s time out of water, and to help elevate awareness through digital sharing underscored by a hashtag stamp.

It’s a great message, no doubt, but let’s not get too stuck in semantics and forget why we began all this fishsnapping in the first place.

That’s right, breathe and consider this: Fish photos, no matter how cheesy, are affirmations of accomplishments. They celebrate important moments we didn’t spend walled in a cubicle or staring into cyberspace. And we remain drawn to them because these images—that may not showcase world records or even an ability to find the focus knob—are integral to a community built on a catch-and-release ethos.

Considering we value our quarry, the #keepemwet part is just a natural progression of a good idea we long ago made our own.

JimmY Harris

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Jimmy Harris Unicoi Outfitters Helen, GA

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