Angling Trade Magazine December 2010

the buzz on the flyfishing biz

®

TRADE

Inside

The “What’s Next?” Issue

Q&A with the American Sportfishing Asssociation/ Hot “Non-Fly” Buys/Kodiak Island/ The Euro Perspective/ What’s the Deal with Pro Deals?/ Killer Montana Guide Book/Bie’s Backcast December2010 AnglingTrade.com

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S I M M S F I S H I N G.C O M

the buzz on the flyfishing biz

CONTENTS

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TRADE

Features

Departments

22 Products You Should Know

6 Editor’s Column

Looking for things to sell that aren’t part of the traditional “fly shop mix?” We thought so. Here’s a collection of hot prospects for the outdoors market, recommended by a Field & Stream editor. By Jay Cassell

Looking beyond the trade show toward 2011, New Orleans, and beyond, it’s time to wonder aloud, “What in the (heck) are we gonna do next?” And how?

By Kirk Deeter

Editor

Kirk Deeter kirk@anglingtrade.com Managing Editor

Tim Romano tim@anglingtrade.com Art Director

Tara Brouwer tara@shovelcreative.com shovelcreative.com Copy Editors

Mabon Childs, Sarah Warner Contributing Editors

Tom Bie Geoff Mueller Ben Romans Andrew Steketee Greg Thomas

26 What’s the Deal with

Pro Deals? Is that screaming rod

bargain you got for your mechanic’s sister’s husband in return for new studs on your snow tires really worth the effort... or fair?

Is it time to revisit an industry crackdown?

By Bob Mallard

30 Q&A with the ASA The American Sportfishing Association represents “all sport fishing” interests... including the fly guy’s. So Angling Trade asked the organization to explain exactly how it’s doing so, and how it intends to serve the fly market going forward.

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

19 Travel A one-of-a-kind angling, hunting, and exploring adventure on Kodiak Island, Alaska. By Kirk Deeter

By the Angling Trade editors

Contributors

Jay Cassell, Chuck Furimsky, Bob Mallard, Paul Sharman 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.

28 Recommended Reading

34 The Other Side of

Kirk Deeter

38 Backcast Tom Bie on a couple simple steps the fly world can take to broaden its horizons.

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

3

AnglingTrade.com / December 2010

the Pond What is the state of the fly market, and where is it going across the Atlantic? A boots-on-the-ground from the Fish & Fly editor. By Paul Sharman

AT contributing editor Ben Romans takes the standard guide book approach and knocks it out of the park. Reviewed by

AnglingTrade.com / December 2010

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CONTRIBUTORS

ACCESSORIES YOU NEED

Tom Bie

Tom Bie, as most of you dialed into the fly fishing world already know, is the publisher and editor of the highly respected standard, The Drake. As such, he has more-than-keen insights on the back-room dealings of the fly world, and we’re honored to have him regularly author our “Backcast” column... the literal “last word” vis a vis goings-on in the fly fishing industry.

Jay Cassell

Jay Cassell is deputy editor of Field & Stream, and a lifetime “Excellence in Craft” honoree of the Outdoor Writers Association of America. Frankly, Jay’s fingerprints are all over so many of the best books, magazine articles, and so forth in hunting and fishing, that we consider it an honor to have him contribute here. (But the dirty secret we hold over his head is... we know, at his core, that Jay is a die-hard and passionate fly angler.)

Chuck Furimsky

Chuck Furimsky is one of fly fishing’s greatest “ambassadors.” His consumer expos, collectively named “The Fly Fishing Show,” annually expose many thousands--die-hard fly anglers and newbies alike--to the fly fishing ideal throughout the nation. In this issue, Chuck has no ax to grind, other than to inspire all of us who care about this sport to spread the word... by example and action.

...at prices your customers can afford!

15353 E. Hinsdale Circle, Unit F Centennial, Colorado 80112 www.anglersaccessories.com

303-690-0477

Bob Mallard

If you’ve never fished in Maine, or never sent a client to experience the wide wonders to be experienced there... well, you’ve sold yourself (and your clients) short. Bob Mallard, of Kennebec River Outfitters (also an accomplished outdoor writer), has plenty of insights to share. But in this issue, he has the guts to tackle the taboo of pro deals, and where the benefits stop, and the damage start.

WADING STAFF Safe and Stealth!

Geoff Mueller

Geoff Mueller, formerly of Fly Fisherman, now of The Drake, is a part of the Angling Trade permanent team... if for no other reason than he tells it like it really is, especially when it comes to product. In this issue, he has nice things to say about Patagonia waders.

Wood design provides for quiet, stealth wading Sound travels 5 times faster in water than air Unique handle design promotes stability Retrieves flies from overhead branches Field tested on the rugged Pit River Beautiful white ash staff floats

Paul Sharman

Paul Sharman is a real-deal angler who has seen and experienced most of what America has to offer. Now he’s editor at Fish&Fly Ltd, and a foremost authority of what’s happening (fishing, and business-wise) across the pond. Angling Trade is proud to have him contribute some candid insights on what’s happening in the Euro fly market, and henceforth, he’s our man “over there.”

942 Quarry Street, Petaluma, CA 94954 707.763.7575 brian@pitrivercompany.com w w w. p i t r i ve r c o m p a n y.c o m Dealer/distributor inquiries welcome

EDITOR’S COLUMN

“...this is either going to end up a great fly fishing story for the ages, or a bloody mess.” last September, despite enormous challenges. Amidst that hoopla, they hooked themselves to another expo in New Orleans next year.

And like when Conway was riding that mako toward the land of the rising sun, I get the sense that this is either going to end up a great fly fishing story for the ages, or a bloody mess.

AnglingTrade.com / December 2010

Several years ago, I was working on a story about Conway Bowman and fly fishing for mako sharks for Field & Stream. We had a good piece going, but photographer Bill Decker wanted to kick things up a level to really drive the “thrill” element over the top. So, on day three of the shoot, like any good friends would do, we talked Conway into climbing on a sea kayak and hooking/fighting a large shark from it. Which he did. But the thing I remember most vividly wasn’t the take, or the wild splashes, or even the jumps. It was the moment, as Conway got smaller and smaller while the shark pulled him toward Japan… when Decker and I looked at each other (with the blood draining from our faces) and asked aloud, in unison, “What in the f--are we gonna do now?”

I wonder if AFFTA and a lot of manufacturers and retailers are feeling like that today. I bet they are. After all, they pulled off what can only be described as a positive (if smaller) International Fly Tackle Dealer show in Denver 6

For the record, I’m very much hoping for the former. But I think it’s important to control the situation, and not get carried along in the wake of excitement until things start sorting themselves out next summer. As such, we’ve dubbed this the “What’s Next?” issue of Angling Trade, where we focus on issues and products that can help specialty fly shops stay upright through 2011 and beyond.

In my opinion, that starts with seven things: 1. IFTD New Orleans must be successful. The show needs more exhibitors. But perhaps more importantly, it needs more retailer attendees. That won’t be easy, because unlike Denver, there isn’t a bundle of fly shops within driving distance of the Big Easy. There must be tangible value ($$$) to drive attendance, and that responsibility rests with IFTD and the manufacturers.

2. The fly fishing world must attach itself more closely with the American Sportfishing Association, and ASA must deliver value to the fly market to make that happen. It’s time to do a better job of putting the “fishing” back in fly fishing, and that is a two-way street.

3. Likewise, the fly world must reconnect in some form with the Outdoor Industry Association.

Some of the big action sport players—Oakley, and Patagonia, I’m talking to you—should proactively lead a crossover/exposure effort to reach surfers, and skiers/boarders, and bikers, etc.

4. We need to “tear down the wall” as it relates to the perception that fly fishing is difficult, and the learning curve is too steep for newbies to attempt this sport. We all own this responsibility, especially the media.

5. School-based curricula and programming is critical. Trout in the Classroom, and the Fly Fishing in Schools Program deserve even more support and attention, right now.

6. Somebody, somehow, please reach out to the bass nation and figure out some cash incentive that works. Catch a world record bass on a fly, win a million bucks. Win a tournament with a fly rod, win a cash bonus. Money talks.

7. Retailers from around the country need to talk more regularly with each other. Not just to complain, and not just at a trade show. Angling Trade just launched a retailer chat forum at anglingtrade.com specifically designed to facilitate that.

Of course, those are just one guy’s opinions. You’ll see more, from others, in the pages that follow (check out Tom Bie’s take in “Backcast”). And I am always eager to hear the opinions and suggestions that come from our faithful readers.

Happy Holidays, and best in 2011.

Kirk Deeter Editor

at

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Contact Peter Frederixon, Scientific Anglers Sales Manager 651-733-5007 or pmfrederixon@mmm.com

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CURRENTS

First things first…

Kathleen and Jeff Wagner welcomed Sariana Faith Wagner (7 pounds, 20 inchess) into the fly fishing community recently. And Angling Trade (Jeff is one of our regular contributors), wants to extend congratulations to the Wagners.

On to business…

Angling Trade has a number of exciting new developments in the works that will help our readers tap into the news and issues that shape this industry, better, faster, and more “on time.”

First, we’re launching an electronic newsletter. This monthly newsletter will feature breaking “issues” news items, as they happen, as well as timely product launch information, people news, trend data, and other nuggets helpful to manufacturers and retailers.

(If you are interested in advertising in the newsletter, contact tim@anglingtrade.com, as this project was inspired by a number of key advertisers, and space is already going fast…

We’ve also redesigned our website, and are carrying a lot of newsflash information at anglingtrade.com, so be sure to check that out for breaking news and information.

AnglingTrade.com / December 2010

We’re hosting a Linkedin forum for retailers at anglingtrade.com… this is the place for retailers from one side of the country to chat and share opinions with other retailers from the other side

of the country, in real time. Retailers, this is your space, and your forum… so we hope you take part.

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Lastly, Angling Trade is working in conjunction with another major consumer outdoors magazine to create a comprehensive online directory of all products and companies fishing… the directory will include both conventional tackle, and fly fishing specific tackle. But they’ll be connected and part of the same joint effort. Look for this tremendous resource in the next few months….

An Appeal for Support: The Bristol Bay Fly Fishing and Guide Academy In the last issue of Angling Trade, we brought to your attention the Bristol Bay Fly Fishing and Guide Academy,

which took place in Ekwok, Alaska, last August. Conceived by The Nature Conservancy, in partnership with the Bristol Bay Native Corporation, the Bureau of Land Management, and Trout Unlimited, the academy is a visionary conservation and economic initiative designed to bridge the native culture with sport fishing interests in the region. The academy teaches native young adults the sport of fly fishing, and trains them to be fly fishing guides. Some graduates have already been hired by area lodges.

The effort is hugely important in that it more strongly unites entities within the Bristol Bay region behind the shared ambition of protecting the region’s wild salmon resources (to which the proposed Pebble Mine is a major threat).

It is timely… extremely newsworthy… and built with a grassroots focus.

There will be another academy next year, hosted by Nanci Morris Lyon at the Alaska Sportsman’s Bear Trail Lodge on the Naknek River, near King Salmon, May 22-29 (before the lodge season and commercial fishing season open). The goal is to make this academy larger, involving more students and more resources. But they need the fly industry’s help to reach this goal. They need financial underwriters. They need gear. They need help getting the word out. They need in-kind support.

Angling Trade has already signed up to take part in the program next year, and we’re making this project the beneficiary of our annual percentage-of-profit donation. For anyone willing and able to support this important initiative, we encourage you to contact Tim Troll of The Nature Conservancy at ttroll@tnc. org. And please do so soon!

Reader Feedback: On Conventional vs. Fly Sales…

“In the past two to three years we have had a growing number of telephone calls and visits to our store asking for live bait and conventional tackle sales and service. We gave those potential customers directions to the nearest Gander Mountain or Dick’s Sporting Goods, both within a half mile of our location, and then snickered as they walked out the front door. We are a fly shop, we do not handle those things. As the visits increased we had a growing discomfort with the wisdom of our response to these people who had already made the choice that fishing was a leisure activity they left time for in their lives and they enjoyed doing. We surveyed our customers and found that 68% used both conventional and fly tackle. We went to ICAST in Orlando last year and again this year in Vegas. We met some interesting people and we have initiated business with a few of them for both fly fishing and conventional tackle product. continued on next page...

We are now a fly shop that has added Canadian night crawlers, $700 spinning reels and everything else in between. I cannot tell you how many times a customer has told me that they were afraid to mention in our store that they used conventional equipment.

Our practice of judging how other people fished made our customers feel uneasy and drove potential customers away from our doors. It was “elitism” at its worst. When we suspended our judgement we learned more about our customers, more about fishing, and more about the fishing business.

If people fish, we want them in our store! They see all the fly and conventional equipment, they experience the service of our staff, they pet our dog, they smile and laugh and they come back again. Some of them buy worms, hooks, bobbers, and sinkers. Some are buying entry-level fly fishing kits or they

bring in older stuff they bought but never used, getting what they need to start fly fishing. That includes fly lines, leaders, tippet, flies, the products we make great margins on. People who fish want to enjoy all aspects of the sport and that includes the purchasing equipment experience. We cannot dazzle our customers with the physical presentation like Bass Pro in Springfield, Missouri. But we can provide a very friendly personal experience to everyone that comes in our door. That will last longer than waterfalls and stuffed animals.

produce some innovation of some kind.

That brings new products to market that did not exist before. Listening, observing, asking questions of our customers and the conventional market has made our business more profitable and enjoyable.

It has expanded our potential customer base for fly fishing equipment. The fly fishing industry has kept inself in a box and the walls are closing in. How long will it continue to do the same thing and expect different results?”

Could ICAST and the Fly Show be held at the same time and place but not as the same show? Manufacturers would then be able to have a booth in both shows if desired yet have only one expense for travel, hotel, food, etc.

Exposing both shows to each other will

Addendum Research Reveals Importance of Retention Efforts to Increasing Overall Participation

CARDS

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CALENDARS

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Derrick Filkins, Indianapolis, Indiana Keep Your Customers

Retention is key to increasing overall participation in fishing, according to a continued on next page...

PRINTS

F I E L D S T U D I E S o f t h e WO R L D ' S MOST E LU S I V E SALMONIDS.

{ T R O U TA L O P E ~ S a l v e l i n u s p r o n g h o r n i i }

Hybrid Arts

w w w. E L U S I V E T R O U T. C O M

AnglingTrade.com / December 2010

YES, the stories are true. More Elusive Trout have been found, illustrated, and are available now in calendars, cards and quality prints. Captured in meticulous field studies and dryly witty text—printed on eco-friendly matte stock, these are the most unique trout you’ll ever see, guaranteed. Calendars retail at $17.95, and measure 12” x 18” (when open); the perfect adornment for cabin or commode! Email Deanna@elusivetrout.com for wholesale pricing.

CURRENTS

new addendum to the 2010 Special Report on Fishing and Boating. RBFF took a closer look at the Special Report to help identify the target market segments that represent the best potential for future growth of recreational fishing and boating, as outlined in the organization’s Strategic Plan.

ADDENDUM KEY FINDINGS • Of the 48 million people who fish, 31.7 million (two-thirds of the total) participate in freshwater fishing exclusively.

• Freshwater fishing participation increased 1.6 percent from 2008 to 2009.

• Between 2007 and 2009, fishing has consistently attracted between 3.3 - 3.4 million new participants to the sport each year. However, fishing continues to lose participants at an even higher rate.

• Fishing is expected to maintain its current level of participation over the course of the next five years.

However, the participation rate will actually show a decline as the U.S. population increases.

AnglingTrade.com / December 2010

OIA Sees Summer Sales Slow After several months of solid growth, outdoor product retail sales growth slowed considerably in August, causing growing concern among outdoor retailers and manufacturers. According to retail point-of-sale data compiled by SportScanInfo for OIA VantagePoint, the Official Research of the Outdoor Industry, total outdoor product sales were up 0.9% in August to $816.8 million compared to $809.5 million for the comparable four-week period last year. Sales were driven primarily by growth in Outdoor Hardgoods in the Outdoor Chain Specialty, Internet and Discount/Mass channels, offset 10

in part by declines in Outdoor Footwear during back-to-school in 2009, but this and Outdoor Apparel. year sales in this category were down.

Offsetting the declines in Outerwear, “It’s a hopeful sign to see the Consumer Women’s Activewear was up for the Confidence Index up in August, but month, particularly Active Lifestyle people are purchasing mostly items they Dresses, Skirts and Skorts. consider necessities, with very little addon shopping to bolster retail numbers,” The primary growth vehicle for outdoor said Frank Hugelmeyer, president and industry sales in August was Outdoor CEO of the Outdoor Industry Associa- Hardgoods. These categories were tion. “As an industry we’ve weathered impacted by increasing participation the ups and downs of the economy trends in key outdoor activities like fairly well, growing just under five camping and hiking. In addition, more percent thus far in 2010. ConsumAmericans are looking to National Parks ers recognize more and more that the and National Wilderness Areas for outdoors is an easy, accessible and afvacation opportunities and this shift is fordable draw where your activities and translating into gear sales. In particular, enjoyment don’t have to be tempered by the Adventure Travel categories are your budget.” beginning to spring back to life again after a prolonged downturn following Retailers described August as “unpre9/11. Consumers are now more willing dictable” and “schizophrenic” due to to invest in experiences and they are the vast disparity of sales trends from buying the equipment to support their week to week. travel adventures.

Outdoor Footwear sales declined only In its first special report in an upcomslightly during the month, as increases ing series, The Outdoor Foundation in “barefoot” products, “minimalist” released Outdoor Nation Special product and Approach Footwear were Report: Barriers to the Outdoors. The offset by declines in traditional outdoor Report provides insights from a growcategories like Technical Hiking. Outing community of ‘Outsiders’, which door Chain Specialty Retailers, Sportrepresents youth ages 13-30, who have ing Goods Retailers, and Department come together to influence America’s Stores all reported growth in footwear outdoor programs, policies and prodsales in August, with Independent Outucts. According to Outsiders, the pridoor Specialty Retailers seeing Outdoor mary reasons why young people aren’t Footwear sales dip 0.2% for the month. spending more time outdoors include One noteworthy item found that while indoor technologies, time management Independent Outdoor Specialty Retailissues, poor parental influence and the ers posted the dip in Outdoor Footwear lack of transportation. Expense, dirt and sales in August – a trend many see as discomfort, as well as the perceived and a result of tighter inventories on hot actual dangers of outdoor adventures limited-distribution product – sales of are also among the top outdoor recrenon-outdoor product through the chanation barriers youth identified. nel actually increased in high-singledigits for the period.

The Special Report includes insightful quotes and comments from a range Outdoor Apparel sales declined in the of young people. According to one low-single-digits in August as back-toOutsider, “Internet and video games school sales failed to materialize for are extremely accessible and addictive. many retailers. Outdoor Outerwear continued on next page... was a major driving force for retail sales

CURRENTS

You can be whoever or whatever you want to be while playing any type of video game.” Another states, “Lack of a parental push for outdoor activities is a top barrier; whether parents are busy with work, or some may find that putting their kids in front of the TV is easier than going outside.”

As a part of the Report, young leaders developed solutions to address many of the barriers. Ideas include: lower entry fees for parks and outdoor competitions, formation of outdoor clubs and parental and school support for outdoor experiences. Re-branding the outdoors in a way that doesn’t limit the definition to things like wilderness and extreme sports was another suggestion offered by the community.

“The Outdoor Foundation is working with its partners to empower youth across the country to champion the outdoors.

These Outdoor Nation Special Reports enable young leaders to influence outdoor programs, policies and products,” says Christine Fanning, Executive Director of The Outdoor Foundation.

AnglingTrade.com / December 2010

Today’s young hikers, campers, climbers and paddlers are tomorrow’s adult outdoor enthusiasts and conservationists, but fewer and fewer youth are heading outdoors each year. In recent decades amidst changing technological and social landscapes - the American childhood has rapidly moved indoors, leading to epidemic levels of childhood obesity and inactivity. Outdoor Nation, an initiative created by The Outdoor Foundation, aims to reconnect youth and the outdoors through youth-led projects and programs.

Guest Product Commentary: The Case for Tenkara,

by Daniel Galhardo For years, the focus on producing products and developing techniques to 12

make fly fishers more effective has actually increased complexity of the sport.

But now there is also a counter notion that fly fishing’s appeal is borne of simplicity. As such, there is a budding revolution among American anglers, which is happening in the form of tenkara, the traditional Japanese method of fly-fishing that requires only a rod, line and a fly.

Tenkara was originated in the mountain regions of Japan, where commercial anglers caught trout in fast flowing streams and sold them to innkeepers and people in mountain villages. To set the record straight: tenkara was never practiced by samurai, as has been suggested. Nor is it dapping or cane-pole fishing; it is fly fishing. You can see what tenkara really is by viewing the videos at tenkarausa.com/videos.

Tenkara rods are now made with high-quality carbon fiber and are very light. They are comfortable for a

zones. Rio Gallegos’s two-tone color scheme, exterior taping on inner-thigh seams, removable kneepads, exterior front pocket, and interior waterproof pouch are other noteworthy additions.

As for fit, the men’s mediums allowed deft, yoga-like movements from my 5’11 frame. The booties, although comfortable on their own, fit large, which made squeezing them into wading boots, even those purchased one size up to account for bulk, cumbersome. These bootie ailments were mostly remedied once immersed in the river. The Rio Gallegos booties are merino wool-lined which helps wick moisture, moderating foot temperature in warm and cool fishing scenarios.

This patent-pending piece of bootie technology is more than hype. It works.

The challenge for dealers and consumers is wading through the hype.

Other Rio Gallegos features include Patagonia’s EZ Lock Slider suspension system, which allows smooth transitions from chest-highs to waist highs. The removable, internal neoprene kneepad system seemed gimmicky at first blush.

But in use, climbing up and onto rocks, kneeling to release fish, et cetera, quickly changed my perception. Even with a minimal amount of extreme knee-fishing on the agenda, anything to help buffer against bruises is a plus.

From river trials in October 2010, the Rio Gallegos looked great and functioned well fresh out of the box. The pants use Patagonia’s H2No fabric and, like the Guidewaters before them, leg seams are built forward of the inner thigh to reduce wear in the Titanic of all potential leak

Last, $449 for these top-end waders is a savvy price point. They look good on the rack, function better in the river and, produced by one of the best R&Dbacked companies in the business, are poised to move numbers. So far they have not sprung a gusher.

The Best Waders on Earth?

Patagonia Rio Gallegos ($449) Written by Geoff Mueller Best in the world, which the Rio Gallegos have been dubbed by Patagonia brass, is a lofty claim. The planet’s best waders, according to the simplest definition of functionality, do not leak—period.

They fit, move, and breathe through four seasons with exacting comfort. And last, they look like something customers might actually want to wear… on and sometimes even off the river.

is to work toward simplicity; replace complex technology with knowledge, hard work and skill.”

The other group is largely comprised of those who have always had some interest in fly fishing – backpackers and outdoor enthusiasts are a big part of this group - but have found [western] fly-fishing too intimidating. full day of casting and since they are telescopic, they are easy to pack. In April 2009, I started Tenkara USA, the first company to introduce the tenkara method of fly-fishing outside of Japan. With it, we have created a brand new category in the industry.

Considered one of the most important new concepts in fly fishing tenkara has created unprecedented amounts of buzz online, in fly fishing clubs and many fly shops. Tenkara, like Spey casting, is a specialized form of fly-fishing, though on the opposite side of the spectrum: simpler, with less reliance on gear and ideal for small streams, which like Japan, the US has in abundance.

The biggest value to the sport is how tenkara has steadily opened the doors to many newcomers to fly fishing, while providing experienced anglers with new-found challenge and excitement. As fly fishing writer Gordon Wickstrom noted: “There is in tenkara the possibility of discovering a new sort of complexity, but now, in simplicity.”

Based on the established tenkara community and feedback from renowned anglers, tenkara is not a passing fad.

It will continue to grow and to recruit many more people to the sport. Fly shop employees and owners eventually learn about it when a customer walks in the doors and starts a conversation, “So do you know about that Japanese type of fly-fishing, ten... kara?” When that happens to you, are you poised to tap that opportunity?

Cortland Keeps it Simple Building on the “simplicity is golden” theme, The Cortland Line Company continued on next page...

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AnglingTrade.com / December 2010

Tenkara adopters have generally fallen into two groups. Those with many years of fly-fishing experience, including the likes of Ed Engle, John Gierach and Yvon Chouinard, who realize fly fishing can, and perhaps should be simpler. They are happiest with few elements between them and the fish.

They rely more on technique and believe, as Mr. Chouinard put it: “The way toward mastery of any endeavor

This year Tenkara USA started working with a small number of dealers who have been excited to introduce tenkara to their customers. Most of our sales are still online directly to consumers, but tenkara is proving to be a tremendous opportunity for in-store sales; customers are simply mesmerized at the concept of a high-quality, 13ft long rod telescoping down to a mere 20 inches and are perfect for stream fishing. With few elements necessary, the entry to the sport becomes very easy and affordable. Lois Kilburn, manager of the Creative Sports Fly Shop in Pleasant Hill, California, (one of our first dealers) said: “Volume wise, these have been our most popular rods this year.

Our backpackers love its compactness and weight, our business clients can fit it in their carryon bag, and it is an easy first fly rod for a child.”

CURRENTS

has introduced two new lines and a “Retro” click pawl reel for 2011. The Precision Platinum Dyna-Tip Low Vis line is a 90-foot freshwater model that features a high floating welded loop at the tip for ease of connecting with leaders. The Precision Tropic Plus Bonefish line (for saltwater) is meant to turn over large flies and float high in the water; it also is 90 feet long with a welded loop. Suggested retail for both lines is $69.

The “Retro” reel (it’s really named that), is a simple model made of aircraft aluminum, with an adjustable click pawl settings and an exposed rim (for palming). Retail is $130.

backcountry accessory for any fishing situation. See fenixlighting.com for more details. –Tim Romano

Boat of the Issue…

JACKSON KAYAK COOSA Price: $799 standard; $999 elite Construction: superlinear rotomolded WebSite: JacksonKayak.com Length: 11”2” Width: 32” Weight: 56 pounds, standard; 62 pounds, Elite

AnglingTrade.com / December 2010

AT Field Test: Fenix Lighting Headlamps and Flashlights We were recently sent a sampling

of Fenix lighting headlamps and flashlights, specifically the LD15 flashlight (suggested retail $44.95) and HP10 headlamp (suggested retail $67.95). I thought both functioned extremely well, and for the cost, was very impressed with the quality. The HP10 is claimed to be the world’s brightest headlamp that runs off AA batteries at 225 lumens, and features four different levels of output, allowing you to dim the light as low as 7 lumens, which will run for up to 210 hours.

This sucker IS bright too…more than any headlamp I’ve ever worn.

It’s a touch heavy on the battery compartment, but overall a great 14

The Skinny: Pro kayak angler Drew Gregory helped design this fisherman’s dream boat and loaded it up with an incredible array of savvy features including Hi/Lo seating and a 23”-wide standing platform for incomparable comfort, stability and efficiency. Loaded with smart features like low-angle, flush-mounted rod holders, rod locker, a clever v-channel for anchors, replaceable skid plate, built-in inch markers and ample storage for tackle and camping gear, this boat is a solid option for dealers wanting to offer a new “fishing buddy” to their customers.

Korkers Wins Dealer’s Choice Korkers Products was presented the Dealer’s Choice award at the Interna-

tionl Fly Tackle Dealer show in Denver, Colorado for its new CHROME wading boot featuring hydraphobic materials, true-fit sizing and the new patented 3.0 OmniTrax Interchangeable sole system. The flagship OmniTrax technology has been re-engineered and redesigned for ease of use and enhanced traction while providing a unique solution to fighting invasive species. Upgrades incorporated into OmniTrax 3.0 system include the elimination of the tool previously used to change the outsole, a full perimeter of traction and a wider protective plate for support and stability.

“The CHROME Boot is the latest Korkers wading boot utilizing innovative technology to optimize our consumers’ fly fishing and angling experiences,” said Korkers CEO Sean Beers.

“We know from direct angler feedback and wear-test trial that anglers will love this boot. We are confident that the coveted Dealer’s Choice award will bring this great new style to the attention of even more anglers.”

Carry Mountain Khakis for Sales Effect If you haven’t heard of Mountain Khakis or don’t carry them in your shop, you should. These aren’t lightweight breathable flats pants, but rather the opposite.

They’re made of cotton, amazingly comfortable and with features that anglers or anyone spending time outside and traveling will appreciate. Standard on these pants are riveted metal buttons, deep pockets, triple stitching, two-ply reinforced back cuff, and a gusseted crotch. Oh, and they look damn continued on next page...

CURRENTS

good too. Think of them as the Carhartt’s for the river...

I took a pair of their Men’s Original Mountain Pants and a pair Alpine Utility shorts on a photo shoot down the length of the entire Rio Grande river and wore them almost exclusively for the entire 16 day trip from headwaters all the way to the gulf and was extremely impressed. Simply put they are the best Khakis I have ever worn. Tim Romano Patagonia Launches New Packs, Boots, Accessories Patagonia launced a 60-piece Fly Fishing collection for the Spring 2011 season. Fly fishing has been a part of the company’s heritage since its inception in 1973, and the Spring 2011 season brings with it the most exciting and explosive Fly Fishing product offering to date. In line with Patagonia’s environmental ethos, 66% of the line is now recyclable through Patagonia’s Common Threads Recycling Program. All products will be available in early 2011.

AnglingTrade.com / December 2010

Constantly innovating and improving, the Spring 2011 Fly Fishing collection will include three new packs as perfect alternatives for the vest-free fly fisher.

The season will also debut a brand new wading boot utilizing exclusive footwear technology and a host of new accessories including new headwear and gloves.

“We have worked tirelessly this season to bring to market the finest boots, packs and accessories available in the market today,” notes Bart Bonime, director of fishing, “With the help of countless field testers, we feel that we have accomplished our goal.”

16

Exhibiting the latest in modern fishpack technology and design, the new Stealth Hip Pack and Stealth Chest Sling Pack provide function and performance for the minimalist angler. Made with 840-denier 100% ballistics nylon, these packs are essentially waterproof and extremely durable. Both feature a molded drop-down front panel with an interior fly keeper and room inside for two large fly boxes, with over eight other utility pockets internally to organize tippet spools, floatant, leaders, indicators and nippers. The new Stormfront Hip Pack is a fully welded waterproof pack, made from 840-denier double-coat nylon, with a 100% waterproof/corrosion-proof zipper.

This pack is designed to easily store tackle and accessories while providing 100% foul-weather performance.

On the footwear front, the new Rock Grip Wading Boot- Sticky/Studded comes out of the gate with a brand new design and aggressive tread pattern, and includes a 23-piece removable stud kit. Features such as the proprietary sticky rubber sole compound, exclusive outsole design with multiple gripping zones, compression molded EVA midsole, stitch-less rand design and stainless steel lacing loops make this the most durable and high-performance wading boot on the market.

Accessories for Spring 2011 include three new headwear options - the Sun Booney, Vented Broadbill Cap and Vented Longbill Cap. All offer versatile, lightweight and quick-dry sun protection for hot-weather conditions. Also new is the Printed Sun Mask, made from a 20-UPF polyester jersey fabric that dries quickly and wicks moisture. For cold-weather fishing, the new R1 Gloves offer up a toasty waterproof solution, and are made with smooth-skin neo-

prene and polypropylene insulation.

These gloves provide the ultimate protection for any cold-weather fishing application.

Environment The Guy Harvey Foundation and The Humane Society of the United States team up with the Shark-Free Marinas Initiative For Historic Campaign;fishpond’s John Le Coq Advises the SFMI Team Beginning in October, the Shark-Free Marina Initiative embarked on its largest membership campaign throughout the United States and the Bahamas in order to save sharks. Sharks are disappearing from our oceans at an alarming rate. Therefore, the Guy Harvey Foundation, The Humane Society of the United States, and various other organizations have teamed up with the Shark-Free Marina Initiative (SFMI) for a singular, historic purpose: to reduce worldwide shark mortality. SFMI certifies sport fishing and resort marinas as ‘Shark-Free’ thereby prohibiting any shark from being landed at their dock.

The SFMI team is being advised by Dr. Bob Hueter, Director of Shark Research at the Mote Marine Laboratory and John Le Coq, co-founder of Fishpond USA. “SFMI works directly with the recreational and commercial fishing community to send a clear message,” says Luke Tipple, Managing Director and SFMI founder. “As shark populations are decimated on a global scale we as

a species are obligated to pay attention and reduce our wasteful destruction of these incredibly important animals.”

Dr. Guy Harvey, Founder of the Guy Harvey Ocean Foundation, supports SFMI with more than just words.”We put our money where our mouth is,” says Dr. Harvey.”Our Big Game Fishing Marina is completely shark free. No caught sharks can be landed here.” Dr. John Grandy, senior vice president, The Humane Society of the United States, enthusiastically supports the SFMI campaign. According to Dr. Grandy: “Although shark finning and commercial fishing are responsible for the majority of worldwide shark mortality figures, this campaign to encourage hundreds of marinas to go shark free can save tens of thousands of sharks each year and change perceptions about this much-maligned creature.” ever,” said Richard Marks, CEO of Fishhound. “Anglers can log in and get all the important information they need on where and when to fish, what flies to use and even get weather and water conditions. And they customize it to the specific waters and spots they’re interested in.”

Fishhound uses information and intelligence gleaned from the country’s top fly fishing shops, guides and lodges to pinpoint the best fishing spots on any water, on any day. Saving time and increasing the odds of fishing success, a Fishhound subscription provides interactive maps, hatch information, updates on water conditions and other personalized data to anglers’ desktops or mobile devices.

Advised by an influential and expanding roster of more than 150 professional anglers, Fishhound’s “Fishing Intelligence Reports” include personalized angler home pages with 7-Day Fishing Forecasts, quick links to favorite waters and hatches, My Hatch Tracker with up-to-date hatch tracking on any river in the U.S, fly suggestions driven by the most extensive entomology database on the internet, and technique and tactical advice from the best in the sport. Fishhound reports are updated frequently, meaning subscribers get the freshest, most insightful reports available anywhere.

“We have created the most comprehensive network of fishing reports

The current roster of Fishhound pros includes Lees Ferry Anglers in Ari-

zona, Bowman Blue Water Guides in California, Blue Quill Angler in Colorado, The Bozeman Angler in Montana, Long Island On The Fly in New York, Smoky Mountain Troutfitters in Tennessee and Deschutes River Anglers in Oregon.

Orvis Goes Mobile The Orvis Company announced the launch of a mobile-optimized website that creates a unique shopping experience. Now customers can easily and conveniently purchase the finest items and services available from Orvis on their mobile device - anytime and anywhere. Through Digby’s Mobile Commerce Software Platform, Orvis’ mobile channel complements their e-Commerce website, catalogs, and stores. Orvis’ mobile channel now reaches all 60 retail locations in the U.S. and U.K. and 350 Orvis dealers worldwide. continued on next page...

17

AnglingTrade.com / December 2010

Be a Fishhound for a Scoop, and Profit Have you checked out Fishhound.com, which went live in September, and now supplies anglers with answers to the biggest questions they face: where to fish, when to fish and what flies will catch fish?

CURRENTS

Did You Know?

Yellow Dog Flyfishing Adventures, the Bozeman, Montana-based fly fishing travel company, is featured in a new nationwide Verizon commercial promoting small business services for the nation’s largest wireless network provider. The commercial features Yellow Dog partners and co-owners Ian

AnglingTrade.com / December 2010

Davis and Jim Klug, and profiles Yellow Dog’s business operations and destination offerings throughout the world of fly fishing. A part of Verizon’s new “Put Your Business on the Map” campaign, Yellow Dog is the only fishing-based and outdoor recreation entity featured in the new promotion.

“We were originally contacted by Verizon last winter,” says Davis, “and over the course of several interviews, the list of potential participants was narrowed down. Verizon liked the fact that our company thrives and survives on our ability to communicate – with our customers, with our worldwide network of lodges, and with each other. Adds co-owner Klug, “No matter where we are in the world, scouting new locations in South America, hosting groups in the Caribbean, or visiting existing lodge partners in Alaska,we have to have the ability to stay in touch at all times. Verizon, more than any other cell company that we’ve found, has given us the ability to do that.”

A film crew from New York spent three days filming with Yellow Dog in Montana in April 2009. The ad includes interviews with Davis and Klug, profiles of the company, footage filmed in 18

Montana, and additional footage shot around the world by cinematographer and filmmaker Chris Patterson. The new Yellow Dog commercial is currently available on Verizon’s website, and the full commercial and a shortened version of the ad are scheduled to appear in other places and as a part of other advertising mediums in the near future.

The Yellow Dog Verizon commercial is available for easy viewing on YouTube at http://www.youtube.com/ verizonwireless#p/u/8/7QuNIusydn8.

Join the leading fly-fishing brands at the West’s largest sportsmen events—the 2011 AFFTA-sponsored International Sportsmen’s Expositions shows in Denver and Sacramento.

See You at ISE? No other events west of the Mississippi River promote fly fishing as widely, attract as many prospective customers, or offer the public as many opportunities to try gear, learn about the sport, or buy products at a single location as ISE Denver and Sacramento. ISE is offering an impressive pre-show, in-show and after-show benefits package to all exhibitors. This promotional program will increase retail sales and heighten exposure and awareness of fly fishing in the marketplace. It’s also a great opportunity to support AFFTA and the growth of our industry. Seesportsexpos. com for more details.

Fly Industry Loses a Midwest Icon As first reported on Midcurrent.com, Tom Helgeson, the widely-respected publisher and editor of “Midwest Fly Fishing” recently passed away after a battle with cancer.

Here is the Midcurrent.com bulletin, which ran November 13, the day after Helgeson died: Tom Helgeson, publisher and editor of the popular “Midwest Fly Fishing” maga-

zine, died of complications from cancer Friday evening in Minneapolis. Besides publishing the popular periodical, which covers fly fishing in the central US, Tom ran the Minneapolis/Chicago Great Waters Expos and the Vermilion Sporting Arts Gallery in St. Louis Park. Tom was an ardent conservationist, a caring teacher, and a gifted writer.

As friend Brian Ramsey said: “Tom brought many, many unfortunate youths out on fly fishing trips to the Henry’s Fork back in the 1980s and was instrumental in providing Midwesterners the world of fly fishing on their home grounds.... He will be deeply missed and had a soft spot for youth in getting them outside and was was huge supporter of Midwest conservation issues.”

Midwest Fly Fishing magazine contributor, author and frequent Great Waters fly fishing show speaker Robert tomes writes: “My long time friend and mentor Tom Helgeson was a great unifying force for Midwest fly fishers and fly fishing in general. Whether you had the pleasure of knowing him or not, he was a valued friend to all anglers, guides, fly shops and manufacturers, pulling us together for the betterment of the sport through his Midwest Fly Fishing magazine and with the Great Waters fly fishing shows in Chicago and Minneapolis.

And his personal dedication to educating anglers and preserving the fragile Midwest fishing resource will stand as an example of what one man can do to change the world.”

John Mazurkiewicz of Catalyst Marketing added the following: “Tom published a very well done, very informative magazine focusing on fly fishing in the Midwest, and was also the main man behind the Great Water Expo fly shows in Chicago and Minneapolis.

He truly was one of the good guys in our biz - and did a great deal to raise the awareness for fly fishing throughout the Midwest. He’ll be missed...”

Travel Tips

Kodiak Legends Lodge Larsen Bay, Alaska Written by Kirk Deeter

Kososki jumped out of the bushes in a bear costume as Bowman (who nearly wet himself) was playing his seventh red-banded buck of the day.

As many of you who have been to Alaska already know very well… once the fly angler goes there for the first time, the soul changes, the bar moves higher, and the way they see and experience fly fishing is altered forever. Transpose that same thinking to Kodiak, from the perspective of a writer/angler who counts himself lucky enough to have already seen and experienced an amazing amount of the Last Frontier.

Alaska is roughly the same size as the Lower 48, from the Mississippi River, eastward. Kodiak Island is roughly the size of Connecticut. And yet, therein is contained many of the greatest wild and rollicking attributes Alaska has to offer… the brawling rivers, the stunning seascapes, the vast tundra, white-capped jagged peaks, soaring eagles, caribou… and yes indeed, the biggest brown bears in the world, as well as unencumbered, raw fishing.

The Lodge is owned by the Kososki family, and we were accompanied by Trent Kososki, along with a film crew.

While I don’t think I’m spoiling the plot of something you might see on the screen in a year or so, I think it’s fair to say that all of us who were on this trip are still feeling a tad numb, with minds buzzing from sensory overload.

Sure, there was the fishing... our mission, that late in the season, was to catch wild steelhead on the fabled Karluk River, which is a five-minute “milk-run” hop away from the lodge via Legends’ supercharged deHavilland Beaver (or a relatively easy hike if the weather so dictates). At the onset, we caught late-running silver salmon, with hefty Dolly Varden, a few vibrant red sockeyes, and/or the occasional steelie in the mix.

But by the fourth day, something uncanny, almost magical, happened.

From the first “tunk” until the last screaming pull on the reel, it was all about steelhead. From the leech-swinging purist (Santella), to the egg-dropping whore (myself), it was full-contact, full-tilt action, spiced up only when

The lodge is more than comfortably appointed. The food is superb. The guides, Trent Deeter and Chuck Mercer, are as hard-working and insightful as they come. The pilot, Jay Wattum, is smooth and skilled, born and raised in one of the most challenging flying environments in the world.

There’s satellite television, WiFi Internet, a pool table, and dartboard for leisure time (after many tries, I finally topped Kososki in a cricket game late in the trip)… but most of the extra time is spent planning the next day. With all the options there, that’s time well-spent, because no matter how hard you try, and no matter how you try to stick to a “plan” there is no leaving Kodiak Legends Lodge without wondering what’s still out there, and ultimately without hoping for an opportunity to come back someday and taste more.

If you want to organize an over-the-top steelhead (or salmon) adventure, or if you want to recommend a place to a valued client where they can see and experience the best of Alaska, in one week, this is a great place to consider.

Trust me.

19

AnglingTrade.com / December 2010

I recently had an opportunity to join friends Chris Santella (author of 50 Places to Fly Fish Before You Die, New York Times contributor, etc.) and Conway Bowman (of mako shark fishing fame, holder of the world-record Louisiana redfish on the fly), for a fantasy jaunt in October to Kodiak Legends Lodge (kodiaklegendslodge.com) in a remote

cannery village on the western side of Kodiak named Larsen Bay.

Other fishing opportunities included a flight to the Upper Dog Salmon River, where Santella and crew hit dozens of native rainbows on mouse flies. I’d have been there, but I was busy stalking blacktail deer (after hunting sea ducks that morning) in the hills. At that same time, Bowman was offshore, chasing salmon sharks, halibut, and rockfish.

CURRENTS

Grow the Industry How to to grow fly fishing... hmmm. That is, indeed, the question on top of many minds, from manufacturers, to retailers, to guides and lodges... and certainly here at Angling Trade. So we’ve decided to create a regular “Grow the Sport” forum where we feature opinions from various people with their boots on the ground in the fy world. Our first installment comes from Chuck Furimsky of The Fly Show. Have something to add? We want to hear from you! Contact editor@anglingtrade.com.

My luck with my daughter was only marginal, but her future husband saw the light. In return for my acceptance into the family, he knew a pass was easily given if he knew how to double haul. Thus, his quest to learn the sport from picking my brain, and my son if they fish together, became a mission.

Today he just might catch more fish than me, but don’t repeat that. My son always beats me. Don’t repeat that either.

Chuck’s 2 Cents... “How to Quadruple Our Sport”

A week ago I startled him while he carried my fly rods back to the garage from the boat and said, “Would you like to learn how to cast one of these?” He lit up as if I handed him an Xbox and his own cell phone.

The next day, after supper, we met and went over to the nearby soccer field. In 15 minutes he was casting 40 feet and loving it. When we got back to his gramp’s house, he said, “Could you get me a fly fishing outfit for Christmas?” His grandfather said, “We’ll see,” which we all know in grandfather language means, “Of course I’ll buy it for you.”

Over the past few years, the older members of fly fishing, me included, have been wondering where the young people are that will replace us when we’re gone. I should say this discussion isn’t just an old fart’s topic of conversation, but one that all ages of our sport question, especially manufactures, guides, and dealers whose income depends on selling. Will there be customers in the future?

AnglingTrade.com / December 2010

I examined myself and what I did do, or will do, to bring more people into our sport. It’s easy to pump up my ego and take credit for thousands that took up fly fishing after they attended one of my shows over the past two decades. But I wanted to just put myself under a scrutinizing lens, and look at my contribution button as an individual. Here’s what I concluded.

Number one was my son who began fly fishing at an early age, around 5 or 6, the same time he started skiing. I credit myself for teaching him fly fishing and tying, not skiing.

I might add that, had I taught him skiing, he might still be snowplowing instead of jumping off cliffs.

20

My neighbor, where I dock my boat, also has a grandson. He’s a bait fisherman and taught his grandson how to catch flounder on minnows. Ben is about 12, and for some reason, thinks I’m the greatest. When I get off my boat carrying about 3 or 4 fly rods and answer him about what I caught, he’s all ears and eyes. I showed him my crab flies and baitfish imitations which fascinated him because I caught as many flounders as his grandfather... only I don’t use bait.

Then my grandson came along. If you happen to see a magazine ad or brochure for my International Fly Tyer’s Symposium he’s in the photo with the vise. He’s only four, but when he’s five, I guarantee he will be fly fishing for something, if only bluegills, which are great starter fish.

So there you have it. With just a sporadic summary of the years I count four people I was able to bring into our sport. It was easy and I loved it. If I tried hard, I could find more that asked me questions and my help steered them to fly fishing. But these four match the title of this two-cents piece, “How to Quadruple Our Sport.”

Just like we sometimes change a material on a successful fly pattern, then pretend we invented a new fly, I’ll leave you with a quote that resembles this “borrowing” technique.

“It’s not what your sport can do for you; it’s what you can do for your sport.” at

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Cast it twice you wonʼt fish without it.

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feature

The

Good

Gear Advantage

following items are a start. Stock Thinking outside the The a few and see what happens. You might be surprised. typical fly product 1) Stanley Nineteen13 Vacuum box will catch your Bottle (Stanley-pmi.com) customers’ attention…

Long famous for classic green vacuum and generate sales. bottles, Stanley has come out with a

AnglingTrade.com / December 2010

Written by Jay Cassell

One of my favorite stores is on Main Street in Roscoe, New York, hard by the banks of the Beaverkill. It’s called The Little Store, and it carries practically anything an angler, hunter, or camper could want. When you walk in, the first thing you see is a cabinet to the left of the front door; it’s loaded with reels and knives. A gun case is behind it. Walk in a bit more, and you’ll run into cases with drawers stuffed with every Catskill-appropriate fly you could think of. Farther back are waders and camo gear (depending on the season); head into the other room, to the right, and you’ll find clothing, shoes, kitchen utensils, hardware, even homemade fudge.

Every time I go there to get flies, or a license, I end up buying something else. The last time, I bought a collapsible walking staff – something I’d been meaning to get for years.

If you have unused shelf space in your tackle store, consider carrying some ancillary items, gear that would appeal to fishermen who have come in for flies, lures, lines, rods, or reels.

22

new high-tech series of bottles called the Nineteen 13 (1913 being the year when the company was founded).

Included in the series is a onehanded 24-ounce water bottle, a 16-ounce insulated travel mug, and, my favorite, a 16-ounce vacuum bottle.

The vacuum bottle is stylish, and is offered with a bass, stag, or script “Stanley” inscribed on the side. But that’s not why I like it: I like it because it keeps liquid hot (or cold) for a long time, it doesn’t leak and, being made with double-wall stainless steel, it’s tough. The 6-ounce cup has a large onefinger handle. Price is $25.

2) Princeton Tec Byte Headlamp (princetontec.com) There comes a point, as afternoon turns to evening, that you must have a

light in order to thread that 8x tippet through the hook eye on your No. 24 midge. Hand-held lights don’t cut it; you need a headlamp, and Princeton Tec has come up with a good one with the Byte. It’s light weight (a little more than 2 ounces), bright (35 lumens), and has white and red lighting options.

Red is good for tying on tippet without

blinding yourself or spooking fish; while white will help you navigate the path back to your car in the dark. The company claims burn times of 96 and 146 hours, respectively. $19.95 msrp.

3) Coleman Woodsman II Chair (coleman.com) Folding camp chairs aren’t expensive – the Woodsman II only costs $20 retail – and they’re the kind of impulse buy that anglers make. Why? You’d be surprised how many people forget to pack folding chairs for a weekend fishing trip. Coleman offers many models that are appropriate for camping, sitting at a fly-tying table (check out the Packaway Folding Table - $59 msrp), or even backpacking. If you want to go light, get the Woodsman II — it only weighs 1.78 pounds. It can support 225 pounds, the fabric is weather resistant, and it folds down to fit in your car trunk or onto the outside of a backpack. continued on next page...

the buzz on the flyfishing biz

®

TRADE Stay in tune with the pulse of the fly fishing market

any time, any day.

Angling Trade has expanded well beyond its quarterly print editions...

www.AnglingTrade.com • Be part of a dealer-only LinkedIn Forum by visiting Anglingtrade.com • Read our monthly E-newsletter, featuring the latest people and product news, as well as commentary on major issues affecting the fly world, as they actually happen (read it there first) • An extensive online buyer’s guide • Job listings in the fly fishing world

And that’s www.anglingtrade.com

Check it. Stay Dialed. Be “In the Loop.”

23

AnglingTrade.com / December 2010

If you want the latest, most relevant news on the fly fishing business, there’s now one solid online source to find it.

feature

4) Engel DeepBlue High Performance Cooler (engel-usa.com) All fishermen use coolers – and if they’re looking for quality, they should check out Engel. Known for making super-tough coolers with durable lids and unbreakable latches, the company recently came out with a 35-quart DeepBlue cooler, a smaller cousin of the other, larger (65- to 320-quart) coolers that the company offers. A good size for most fishermen, the Engel 35 has a roto-molded shell, two inches of high-density polyurethane foam on the top, sides, and bottom, and an air-tight freezer gasket on the lid that holds in the cold. It’s expensive—msrp $239—but this one is going to last long after you’ve turned your other coolers into planters.

5) ThermaCell Outdoor Lantern (mosquiteorepellent.com)

The Sintrix material allows the design team to build the first series of rods that combines the best attributes of the modern reservepower, fast action fly rods with the more technical requirements of tracking, tippet protection and a taper that shifts the load to the butt when you need to lay into the fish.

Gone are the days when you had to slather yourself with insect repellent before you ventured out onto your patio, much less to a campsite in the woods. With ThermaCell’s outdoor lantern, you don’t have to worry about mosquitoes any more. I tested the lantern last May, while trout fishing in the Catskills. I set the lantern on my campsite’s table, turned on the unit (it’s powered with a butane canister and piezo-style starter), and watched as insects stopped short of an invisible wall 10 feet from me in all directions.

Each canister lasts about 12 hours;

when lit, heat from the canister warms a mat impregnated with a synthetic copy of a natural insecticide. Each mat lasts 4 to 5 hours. The lantern has 8 LED lights, powered by AA batteries. With a plastic housing, you can hang this lightweight (13 oz.) lantern on a tree or shepherd’s hook, or simply place it on the table. Price: $30.

6) Plano Molding Guide Series Cases (planomolding.com) Plano has a new series of waterproof cases that are perfect for fishing, hunting, camping, or general household use.

There are four in the series, with the smallest measuring 6.5x4.6x2.1 inches, the largest 14x9x5 inches. All are rugged, airtight, waterproof, and feature cam-action latches, O-ring seals, and a purge valve.

The insides are lined, to protect valuable gear such as cell phones or cameras. You can also store flies, lures, and other fishing accessories. Prices range from $10 for the 1449 model, to $40 for the 1470. This is one item that’s practically guaranteed to fly off the shelves.

7) Adventure Medical Kits S.O.L. 3 (adventuremedicalkits.com) If you fish in the backcountry, safety dictates that you stow a survival kit in your gear. Chances are you’ll never use it, but it’s always safe to have options.

That’s where the S.O.L. 3 (Survive Outdoors Longer) kit comes in handy.

A three-in-one hybrid kit, with gear to help you survive, deal with medical emergencies, and repair gear, the S.O.L. 3 weighs only 1.5 pounds, and is perfect for stashing in the back of your vest or

impulse items for Books & DVDs. Affordable anglers of all types & budgets ARE YOU STOCKED

in your pack. The survival component contains tinder, a flint-steel fire starter, signal mirror, whistle, compass, headlight, and foil.

Medical articles include bandages, dressings, antiseptic wipes, and antibiotic ointments, while the gear repair section includes cable ties, cord, shears, duct tape, and safety pins.

Price is $56.

8) Leatherman Skeletool (leatherman.com) Many good knife makers sell multi tools, but when you’re talking the most recognizable name in this field, you’re talking Leatherman. A look at the company’s website reveals innumerable large and small multi tools, for a variety of chores.

For my money, the Skeletool is one of the more useful multi tools for fishing. It’s light, weighing only 5 ounces, but it has seven tools of use to the angler, including needle-nose pliers, two wire cutters, and a straight/ serrated knife. It also has Phillips and flat screwdriver bits, and it clips to your belt with a handy carabiner clip.

MSRP: $70.

Ever consider stocking angler-friendly clothing, like the Little Store does? If so, check out Rail Riders, a clothing manufacturer that makes well-thought-

Hardcover $45.00 SRP

ANGLER’S BOOK SUPPLY 800.260.3869 Featuring the very best books, dvds, calendars & gifts that fly-fishing has to offer.

www.anglersbooksupply.com out garments designed for fishermen. The Bone Flats pants are a perfect example of what Rail Rider’s clothing is all about. Ultralight, with UPF protection of 30+, they have 27-inchlong mesh panels down the sides for ventilation. The knees are articulated, the pockets are reinforced, and there’s a side security pocket with a zipper. Price is $89.

Check out the whole Rail Rider’s line, including their work pants and weather pants, on their website.

10) DeLorme Earthmate PN-60w with SPOT Satellite Communicator (delorme.com) Imagine having a GPS unit that can not only plot your route and help you

navigate the wilderness, but can also send messages to family and friends around the globe – no matter how far back in the woods you might be.

DeLorme’s new PN-60w with SPOT does just that. These two devices are sold together, and are designed to work

exclusively with one another via wireless communication. Type text messages on the keyboard and the SPOT sends them to cell phones, email, and your Twitter and Facebook pages; your friends and family can also track your progress online. In case of emergency, send SOS messages with your GPS location embedded. Price is $550 plus SPOT subscription. at 25

AnglingTrade.com / December 2010

9) Rail Rider’s Bone Flats Pants with Insect Shield (railriders.com)

To inspire, entertain, educate?

Sell a dream this winter, make some money & have fun...

feature

It’s Time to Tighten Up on Pro Plans

forum administrator and part-time writer with a substantial investment in the industry, I figure I deserve it. I also believe the industry benefits as I promote what I use…

I was introduced to pro plans long before opening my shop. The first time was when I traded some frequent flyer miles for a $500 fly rod that a kid at a shop bought through a key employee plan. Next I traded some computer consulting with an industry insider for a hefty discount on a $600 fly rod he bought through a pro plan. Then I bought a $400 fly reel from a guide for pennies on the dollar…

AnglingTrade.com / December 2010

Today, I see things from the other side of the table. Hunting guides in $400 waders… non-working “guides” with $600 rods… part-time seasonal employees of big box stores outfitted from head to toe in the best the industry has to offer... cousins of shop employees and friends of guides; all getting tackle through pro plans, key employee plans and guide programs cheaper than I can buy it for my shop.

For 20 years, I was the kind of customer fly shops dream about.

Single, no kids and a good job; I directed much of my expendable income toward fly fishing tackle. At any time I owned a drift boat, raft, float tube or two, multiple waders and boots, a few vests and 10 to 20 different fly rod and reel outfits. I also fished more than 100 days a year, consuming myriad terminal tackle.

I live in Maine. Guide licenses are as common as brook trout. Like pickup trucks, they are more a status symbol than a tool for employment. Working fly fishing guides, however, are rarer than our imperiled Arctic char.

Some actually work against local shops, undercutting them in regard to price and rarely (if ever) directing any tackle business their way. Yet their boats are full of heavily discounted gear…

I still buy a lot of fly fishing tackle.

However, the game has changed significantly for me. For the last decade I have owned and operated a fly shop. I now have access to heavily discounted tackle. As a shop owner,

Once, when walking along the river with one of my own guides an angler called out to him: “Did my fly line come in yet?” I nearly snapped my neck as I spun in the direction of the offending party. I asked

Written by Bob Mallard, Owner / Kennebec River Outfitters

26

him “In the tackle business now?”

I knew exactly what he was doing without even asking.

Another time a customer asked for their down-payment on a rod back.

He told me he was buying a similar rod from a guide he just met on the river for half what I was charging him. I lost a $600 sale, the angler got a discounted rod he was not entitled to and the guide made $100.

In another case, a guy developed a consumable product he was hoping to sell to the industry. With nothing but a website, some samples and a few shops, he was able to get on multiple pro plans simply by calling the vendors. What made it worse was that some of my own vendors offered him discounted tackle.

Even in situations where a discount is warranted, while the benefit to the recipient is clear, the benefit to the industry is not always clear. I have been guided well over 100 times. I have never once been sold a piece of tackle by my guide. In fact, they were often unsure exactly what they used beyond being able to name the manufacturer.

Where is the sales training? Where is the branding—requiring a decal on their boat or a patch on their vest would not be too much to ask.

Control of pro plans currently rests solely in the hands of reps and manufacturers. Those of us on the front line are, for the most part, out of the loop. Conversely, we are the ones most negatively affected by its use and abuse.

Often times the local rep is at fault.

Either their requirements are too lax, or they don’t do their homework. I have also seen reps from outside the area give discounts to anglers they met on the water, at a bar or in a chat

room. In other cases, big box stores extend discounts intended for fly fishing department employees to anyone associated with the store. Then there are the vendor-direct discounts…

While much discounted tackle disseminated by the industry ends up in hands of people who actually should have it, much does not. The only ones who benefit from these transactions are the consumers who get cheap tackle, and the vendors who get their margin. Unfortunately, it takes food out of the mouths of the best ambassadors the industry has— small fly shops.

Make no mistake about it: Pro plans are no longer accomplishing what they were intended to—help the industry as a whole. We are all guilty.

The “Don’t Ask Don’t Tell” policy in place up until now has not served us well.

While discounted tackle for those who can help us is a good idea, how much of a discount is appropriate? Should industry insiders pay less than shops? Should shops be brought back into the loop so they can regulate/audit the process and/ or get a piece of the pie? Should reps be required to prove that the person should get the discount?

Should a guide license, business card and/or a website be enough to warrant a discount? If a shop sells a given product, should an independent guide who works against them get a discount on that product?

Should those with small investments in the industry pay the same for their personal tackle as those with large investments? Should big box stores play by the same rules as the rest of us limiting key employee plans to only those who work in the fly shop?

Depending on where you are, pro plans can take a huge bite out of a shops potential sales. Take away the high-end tackle business and shops will be forced to live off flies and leaders. What percent of high-end tackle is now sold at a discount? How much benefit is the industry deriving from this?

While I do not have all the answers, as a former business consultant and current fly shop owner I will say that the process is badly in need of an overhaul. While pro discounts should not go away, they do need to be reeled in. I also believe that shops should be brought into the loop from an administrative and economic standpoint.

Lose these shops and we will lose the sport as we know it. at

RECOMMENDED READING

By way of disclosure, Ben Romans and I have a long professional relationship. Many years ago, while Ben was an editor with Fly Fisherman, he was my boss/editor on a piece I did for that magazine.

Now, the worm has turned, and he contributes to my magazine, so I gratefully get to drop the hammer (at least the red pen) on him from time to time… but I rarely do.

He’s one of the most plainspoken, eloquent, and honest writers I know, and all of that is self-evident in this new book.

Montana’s Best Fly Fishing

by Ben Romans

(Stackpole, Headwater Guides, $29.95) Never since we’ve published Angling Trade, have we dedicated a review to a “guide book” on where to fish. The reason is simple… there are a lot of more-than-decent guide books out there, but frankly, we haven’t seen anything worth pointing the entire fly-business nation onto one work, on one specific locale.

AnglingTrade.com / December 2010

Until now.

Ben Romans, contributing editor for Angling Trade and long-time industry insider, just published Montana’s Best Fly Fishing. And it is the best guide book we have ever seen, on Montana or elsewhere, bar none. It is a model of how guide books can and should be done.

28

The truth for any writer in fly fishing (at least those who want to make money for their work) is that “it’s a how-to, where-to world, baby.” What makes this book special is that Romans dishes the facts with insights and hard-earned (hard-waded) advice that never once smacks of pretense or “I know something you don’t know.” Reading his book is like having an honest friend telling you the straight story, entirely for your benefit.

A little back-story here: Joe Cermele, a friend and colleague from Field & Stream talked his editors into letting him write a Montana fly fishing feature a few years ago. Having made his pitch, he had one small problem to tackle: “Where should I really go, and where should I fish?” So he called me. And I certainly didn’t have his answers… but I knew who would. Romans.

I could heap tons more professional praise on Ben, and he’d probably turn red if I did. The fact is,

whether I knew him or not, the way his book reads, from blasting and casting on the Bighorn, to the best put-in approach for the Clark Fork, to the nuances of reading hatches on the Kootenai, is as impeccably detailed as anything you’ll ever see on fly fishing in Montana.

So why should you sell it? For the person who plans a once-ina-lifetime trip to Montana, it’s a perfect primer. For the person who already visits Montana and has cursory knowledge, this book amps the insights. Even for the 20-year resident of Bozeman who thinks he/she has it dialed, there’s an awful lot to be learned here.

Fly Fishing, the Book Series A 20-book series by Gar y A. Borger, with Jason Borger

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The first installment is Fishing the Film. In this book, Gary Borger covers the skills necessary for successfully fishing the film, including an understanding of what fish see when feeding at the surface. There’s a thorough look at the food organisms of the film zone and Gary reveals the secret of the Universal Emerger, hatch types, rise forms, and much more. The book contains a host of tactics for fishing the film, including both dead drift and action-packed presentations. A chapter entitled, “What, When, Where, Why, and How” details the presentation tactics for fishing stream and lake situations.

It’s the largest international gathering of fly fishing businesses in the world.

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Talk about kicking things up a notch, you’ll also want to take notice of a new series of 20 books focusing on the skills of fly fishing and the life experiences generated by more than five decades on the water, from none other than Gary Borger, with additional text and illustrations by Jason Borger.

From approach and presentation, to casting and line handling, to reading water and designing flies, these books cover a broad spectrum of fly fishing. In addition, the how-to is enhanced with fly-fishing scenarios and stories gleaned from Gary’s many angling experiences all over the world.

Plan for the 2011 International Fly Tackle Dealer Show August 18-20, 2011 in New Orleans, LA.

feature

Q&A President and CEO of the American Sportfishing Association, Michael Nussman

AnglingTrade.com / December 2010

In talking about trade shows, and trade organizations, we at Angling Trade are constantly reminded that few “average fly tackle business people” are familiar with the American Sportfishing Association (ASA), which organizes the ICAST (all tackle) trade show. ASA also happens to be the most prominent and influential trade association/lobby organization advocating on behalf of sport fishing in the United States.

Likewise, we’ve heard some in the fly industry wonder aloud how “in tune” ASA is with the interests of the fly retailer and consumer. With that in mind, and with the belief that a closer relationship between the fly market and ASA can be beneficial, Angling Trade asked some questions... and ASA responded:

30

with the ASA...

AT: What should the average “fly guy,” be that a fly shop owner in Pennsylvania, or a guide in Alaska, or a rod maker in Montana, need to know about ASA-- what does ASA do for those people beyond organizing the ICAST trade show?

ASA: The American Sportfishing Association is an inclusive organization comprised of large, mid- and small-size manufacturers as well as many other companies and organizations that represent the entire recreational fishing community. ASA’s members include sportfishing and boating manufacturers and their representatives, independent and chain outdoor retail stores, state fish and wildlife agencies, conservation organizations, federal land and water management agencies, angler advocacy groups, outdoor media groups and journalists.

ASA’s been in business for more than 75 years advocating for sustainable fishing on our nation’s public waters and helping to increase fishing participation while promoting the health of the industry. ASA advocates for all its members within the public policy arena to ensure that

ASA: The recreational fishing industry is comprised of many different segments and fly fishing is part of that make up. Many fly fishing companies annually exhibit at ICAST in order to distribute their products both domestically and internationally. The more people we can get into the outdoors and on the water, the more likely they are to try all types of fishing including fresh, surf, saltwater and fly fishing. sportfishing interests are well represented when policy decisions are made.

AT: How does ASA view the fly market? A tiny piece of the pie, or otherwise... and if otherwise, how so?

AT: The fly guy will tell you that conventional tackle manufacturers (ASA members) have done more to foster the stereotype that fly fishing is an “elitist” and exclusive sport than anyone... that the barriers are put up by the gear guys, and not

the fly guys. What can ASA do to promote crossover.

ASA: Participation in recreational fishing will always come down to personal preference. Our efforts are to promote access and fishing participation whether it is with a spinning rod or a fly rod. The more people we have fishing, the better it is for our collective business interests.

AT: What is ASA doing to promote fishing participation?

ASA: ASA’s mission and goals are centered on growing our members’ business by increasing participation in the sport and helping to ensure continued on next page...

AnglingTrade.com / December 2010

31

feature

AnglingTrade.com / December 2010

access to fishing as well as healthy fisheries, fresh and saltwater. Over a decade ago, ASA took the lead in establishing the Recreational Boating & Fishing Foundation to increase participation in recreational fishing and boating supported with federal tackle manufacturers’ federal excise tax dollars. RBFF is actively

working to incorporate more fly fishing specific information in its marketing and advertising.

AT: I see ASA jump into issues like a proposed EPA lead ban... but where was ASA on the water access legislation in Utah that took away 50% of public access for fly anglers?

More importantly, where will ASA be in the future on stream access and clean water issues that affect primarily fly anglers?

ASA: In an effort to combat access restrictions around the country which impact everyone, during ICAST 2010, ASA launched KeepAmericaFishing to unite the nation’s 60 million anglers – conventional and fly - under one voice. Through policy, science and conservation, ASA is working through KeepAmericaFishing to minimize access restrictions, promote clean waters and restore fish populations. With its conservation partners, we are working to limit and provide for review and revision science-based closures to areas in which they are clearly beneficial to the health of the fishery. And to oppose efforts where there is no clear benefit to the resource and that will have a negative impact on recreational

32

fishing. ASA has always ensured that our members, and the entire sportfishing community, are represented when policy decisions are made. If we are aware of the issue, we will work to make an impact on the outcome. Individual anglers, as well as the industry, can have a significant impact on issues such as recreational fishing access in Utah. In fact, through KeepAmericaFishing.org, over 43,000 anglers sent comments requesting dismissal of the petition to ban lead fishing tackle to EPA Administrator Lisa Jackson which had a direct impact on the EPA’s decision to reject the lead ban.

AT: What does the ICAST show have to offer the mom and pop specialty retailer from Colorado?

Isn’t ICAST a big-box buyerdominated event?

ASA: Our member exhibitors, the media, the buyers and everyone who attends ICAST are passionate about fishing which is what makes our industry so much more than a collection of businesses. ICAST has always brought us together in more than just a literal way. It is the industry’s gathering place to share information, industry experience and do business. In 2010, nearly 7,000 representatives of the sportfishing industry attended ICAST. The show featured 412 exhibitors filling 1,221 booths.

More than 2,000 buyers and 525 members of the outdoor media were in attendance as well as 900 attendees from 63 countries around the globe. With more than 2,000 buyers in attendance, clearly ICAST appeals to a very broad-based audience, and that includes both small and large retailers. According to our post-show surveys, buyers

tell us that ICAST is much more than just a product show; it’s an industry show where they get to meet and exchange ideas with some of the most influential people in the recreational fishing industry.

AT: What, specifically, does ASA think can and should happen to grow the fly market?

ASA: Broader distribution will help to ensure that fly fishing-related products are easily accessible to anglers who haven’t yet had contact with this aspect of recreational fishing. During the trade show, fly fishing manufacturers can meet with a broad-base of traditional tackle retailers to help them understand the products and answer any questions they might have about fly fishing. As the Recreational Boating & Fishing Foundation works to increase angling participation across the board, more people will embrace recreational fishing and that includes both conventional and fly fishing.

AT: What is ASA’s view of AFFTA, and OIA? Competitors or allies, and how?

ASA: From ASA to AFFTA to OIA, we are all in the business of promoting fishing and the benefits of being in the outdoors. The industry and our sport benefit when we all work together to accomplish our collective goal – to get people in the outdoors and experience first hand what it means to go fishing. In fact, this past October, Frank Hugelmeyer, OIA’s Executive Director, was a guest speaker during the 2010 Sportfishing Summit, ASA’s annual membership meeting, where he outlined the challenges and opportunities facing the entire outdoor industry.

AT: What value does the fly market offer to the all-fishing market?

ASA: The fly fishing market offers value in both product diversity and diversity of experience for the recreational angler. By including both conventional and fly products in their places of business, retailers can cater to a wider recreational fishing audience and meet all their fishing needs, all under one roof.

This helps to foster customer loyalty and attract new business.

AT: What kind of representation do fly businesses have within ASA and the ASA board?

ASA: A number of fly fishing companies are active in ASA, in addition to being ICAST exhibitors.

For example, Simms and St. Croix Rods are currently members of ASA’s Board of Directors.

Just recently, G. Loomis had a representative on ASA’s board for three, two-year terms. Other fly fishing companies are represented on ASA’s committees, including Government Affairs.

AT: What do you hope will happen in the next year to more closely connect fly businesses with the ASA and/or ICAST? ASA: ASA is committed to representing the interests of the entire recreational fishing community, including the fly fishing industry. There is a spectrum of common issues facing our industries ranging from participation to access to the health of our nation’s fisheries. United, we present a much stronger voice to address these and many topics that can affect recreational fishing’s future as we all maneuver through this tough economy. at

feature

TheOtherSide A European Perspective on the Fly Fishing Industry

AnglingTrade.com / December 2010

Written by Paul Sharman

In addition to the excellent US-based reportage found in this esteemed industry journal, I thought it was time to give the other side of the story. No… I mean, literally, the “other side,” as in, of the pond!

The UK and European fly fishing industry is as dynamic as ever, but is this because of or in spite of the current ravages inflicted by the infamous double-dip recession? The UK is now also faced with a brand new raft of government cutbacks 34

due to be inflicted on the nation over the coming months. Just how will the industry fare? Most agree that while the retail sector is likely to remain flat at least it is not expected to dive-bomb with the associated casualties that would cause.

The UK has its main trade show (Tackle & Guns) in October and Managing Director of owners DHP Publishing, Sean O’Driscoll was actually very pleased with the results this year. “The T&G Show

this year had a record attendance with more than 2,000 people visiting the event over the two days. I am still awaiting final figures but it looks like over 700 individual shops visited.” When asked about expectations for the 2011 show he added “I am very positive and am looking forward to another increase in attendance for the 12th year in a row.”

There is, however, a change in wholesale buying patterns as one Tackle & Guns show attendee noted.

Dr. Russell Weston of UK brand Snowbee says that the dealers who would normally place large orders at trade shows and upon whom the larger brands used to depend, now prefer to buy smaller amounts of stock. As Weston explained: “In the current economic climate, they need

to retain flexibility and be able to buy as and when they need to.”

Independent retailer Ian Woods of Game Fishing Supplies has noticed an upsurge in demand for predator fishing products, something that has been echoed in the angling media here the last few months also. Another light on his horizon (at least) is the demand for sales from overseas clients. “Export markets have been good for us this year and continue to grow, especially into some of the old Eastern Bloc countries,” said Woods. “I expect this to continue into 2011.”

In Europe, Fish and Fly Ltd has gained market-leader position in hosting large communities of anglers on their various websites, the largest being FlyForums.co.uk. Head

T H EF LY F ISH JOU R NA L .COM

of sales and marketing Phil Broughton is encouraged by the general consensus of a steady marketplace currently. “There’s more good quality product at lower price points and this should help sales, and hopefully encourage newcomers to get involved and stick with the sport,” he said. “We attract over 450,000 visits and 3,500,000 page views each month across our websites. This number of potential customers just cannot be ignored by those wishing to increase their sales.” A thought echoed by Sean O’Driscoll: “They (retailers) are not going to increase footfall through their shops, so they need to go and get the consumers.”

But what of the bigger pan-European picture? There is only one continued on next page...

Ed Hepp (L) and subscriber Jeff Hickman (R) enjoying the ride en route to Kanetok, AK.

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person to ask about that right now – Jean-Claude Bel, CEO of EFTTA (European Fishing Tackle Trade Association). An interesting observation from Bel is that he currently sees the development of larger sports chains (especially in southern Europe) grabbing more of the market share in fly fishing but does not think this will last. “In the future there will be no space in big sports chains anymore as they are too much concerned by product inventories rather than specialisation, but instead more future in small specialized shops with the shortest distribution chain possible due to internet competition,” explained Bel. The converse may be true, however, for fly tying retailers, where Bel says the smaller one-man operation reigns via the Internet and specialization and will remain so.

Standing slightly apart from the rest of the market, destination fishing is also suffering as one of the first things to go in a downturned economy of is, of course, travel.

Managing director of Frontiers UK operation, Tarquin MillingtonDrake still manages to keep that famous British stiff upper-lip though.

Despite expecting things next year to be “medium to tough and maybe tougher with cuts” still finds solace in one travel market he can rely on even when times are hard. “Atlantic salmon will always do well, especially if there are some deals… Iceland will be strong as it was last year.”

If things do remain as tough as expected in the economy, some businesses may indeed fall by the wayside. Mainly, those will be ones that remain staunchly set in their ways and do not adapt to match the climate. Those that accept change and embrace new ways of meeting a different demand from their customers will be the survivors. at

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HOT SELLER

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Kirk Deeter and Charlie Meyers have done all anglers a huge favor by writing The Little Red Book of Fly Fishing…” -Brett Prettyman, Salt Lake Tribune

“

Deeter and Meyers purposely modeled their book after two giants of the “how-to” genre: Harvey Penick’s Little Red Book: Lessons and Teachings From a Lifetime of Golf, by Penick and Bud Shrake, and The Elements of Style, by William Strunk Jr. and E.B White, two collaborative books that became classics because they were written clearly and concisely by the best teachers in their given professions.” -Monte Burke, Forbes.com

Packed with Plainspoken Advice for “ Beginners and Experts Alike

A brilliant new book from Kirk Deeter and the late Charlie Meyers… contains 250 of the most helpful tips I’ve seen collected in one place. And this isn’t a book just for rookies. In the first dozen pages or so I found a few things that I had discounted or entirely forgotten as proven methods for improving my fishing. So while the book is jammed with thoughtful advice for novices, most experts will find the mindfulness and clear thinking refreshing.”

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This is not a book you’ll read just once—like a trusted fishing buddy, you’ll turn to it again and again for helpful advice, friendly instruction, and insider information… a masterpiece.”

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Contact your book supplier, or see skyhorsepublishing.com for more information.

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but if our sport doesn’t look cool, kids aren’t interested. The theme of this issue is “What’s Next?” I’m reluctant to make predictions because everything—industries, attitudes, tackle, techniques, media—is moving so much faster than it used to. (Twitter didn’t even exist five years ago. Now try going a single day without hearing it mentioned). Nevertheless, I can say with certainty that making fly fishing look cool matters, especially in the oft-repeated desire to “attract more young people to the sport.”

A Broader Appeal: Recapturing the Cool Factor

AnglingTrade.com / December 2010

Written by Tom Bie

There’s an intriguing bit of dialogue in Social Media, one of fall’s hottest movies, where Mark Zuckerberg and Eduardo Saverin are arguing about whether or not they should begin running ads on Facebook. “It’s time for the website to start generating revenue,” Saverin says, “with advertising.”

Zuckerberg answers: “No. Facebook is cool, and if we start installing pop-ups for Mountain Dew, it’s not gonna be cool. We don’t even know what it is yet. We just know that it’s cool.”

Like it or not, this is true for fly fishing as well—especially with young people.

It may sound childish or irrelevant, 38

In his editor’s letter, Kirk suggests that we make a stronger connection with the American Sportfishing Association (ASA), the Outdoor Industry Association (OIA), and “bass nation.”

And I agree. We absolutely should reach out to those groups, because having relationships with them can only help our industry, especially when it comes to lobbying efforts, crossover marketing initiatives, and speaking with a united voice on conservation issues.

But when it comes to attracting new participants, I am dubious about relying too heavily on a trade group or professional organization to do it.

I still believe that each and every one of us showing a few of our friends what happens when a largemouth eats a popper can attract new flyfishers as well or better than a faceless, bureaucratic-sounding trade group. I use bass fishing as an example because “reaching out to bass nation” has seemingly replaced the Second Coming of A River Runs Through It as our industry’s Hail Mary. Clinging to the notion that flyfishing’s future depends on the Banjo Minnow Master using a fly rod feels desperate to me. I think the golfer, the skier, or the mountain biker is more likely to set foot in a fly shop than the guy who has spent

his entire life deciding which rubber worm to buy at Wal-Mart.

But therein lies one of the beauties of this sport. When it comes to “looking cool,” everyone’s perception is different. I don’t think professional bass fishermen look cool. To me, they look like wanna-be NASCAR drivers who can’t find the track. But to many thousands of kids—the two sons in Talladega Nights come to mind (“I’m all jacked up on Mountain Dew!”)— I’m sure bass nation guys are the epitome of cool. Which is why we need both approaches to help move this industry forward.

Also, adding to Kirk’s list in his editor’s letter, there is one other thing I’d like to see happen: Since fly fishing has 10,000 freelance writers, all of whom have apparently written a book, I’d like to see these authors start refocusing their flyfishing pitches toward some non-flyfishing publications. I’m not suggesting writers stop sending queries to Kirk Deeter, Frank Amato, Joe Healey, Andrew Steketee, Ross Purnell, Steve Probasco, Steve Walburn, Tom Bie or any other flyfishing editor. I’m just requesting that you also query some generalinterest magazines to see if we can place a few flyfishing stories in front of people not in the choir. In-flight magazines would be a great place to start, like Southwest Airlines’ Spirit or United Airlines’ Hemispheres. These mags have “Top Ten” articles on golf courses or ski resorts or spas in every other issue. Let’s bombard them with some flyfishing destinations and see what happens. And if you really love the taste of rejection, send something to Mens Journal or Outside or Esquire.

True, they’re a lot harder to get a story in, but if you can pull it off, a half million people will see it. And that would be cool. at

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