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the buzz on the flyfishing biz

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TRADE

INSIDE

THE FLY SHOP ISSUE

Shops Rule Consumer Opinions/ Hot Retailers in a Cold Market/ Beyond Fly Shop 101/ Mentors Matter/ Hardy Aims High/ Good Books JUNE2009AnglingTrade.com

the buzz on the flyfishing biz

CONTENTS

®

TRADE

Features

Departments

Editor

Kirk Deeter kirk@anglingtrade.com Managing Editor

18 Competing in a Slow

Economy Over 1,300 flyfishing consumers indicate their preferences for finding information and buying product, and believe it or not, the fly shop is still the key… here’s the data and what it can mean to you. By Steve Schweitzer

22 Hot Dealers in a Cold

Market Find the fly shops that are

weathering tough economic times, and you’ll learn that they all share these 10 business habits in common. By Tom Keer

6 Editor’s Column “Dancing with them That Brung You.” Are we in this together? Or is it every company for itself? One thing is certain… you’ll never have better customers and business partners than the ones working with you now. By Kirk Deeter

8 Currents AFFTA lures dealers to FFR... A second coming of the movie... A new travel network opportunity… A dealer protection program, and more news from the North American flyfishing industry.

26 Recommended Reading Charlie Craven’s Basic Fly Tying Tying can buoy sales… this book is a concise primer from one of the best innovators around. And Miles Nolte’s Alaska Chronicles is an insider’s account of working rivers north.

30 Advanced Shop Class Last issue was the “Teaching” issue… now it’s time to start thinking beyond “101” level courses to strengthen the profit connection with customers.

28 Reflections on a Mentor Gary LaFontaine’s willingness to mentor this young writer (among many) is still paying dividends, long after his passing. Who will you take under your wing? By Greg Thomas

By Joe Cermele

Tim Romano tim@anglingtrade.com Editor-at-Large

Charlie Meyers charlie@anglingtrade.com Art Director

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

Mabon Childs, Sarah Warner Contributing Editors

Tom Bie Ben Romans Andrew Steketee Greg Thomas Contributors

Joe Cermele, Tom Keer, Brian McClintock, Ben Romans, Steve Schweitzer, Greg Thomas 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.

36 Backcast Reach out and touch your customers. Contact is key… and you must take the initiative. Three shop owners explain why.

34 Hardy Jumps the Pond

Mail Address: PO Box 17487 Boulder, CO 80308 Street Address: 3055 24th Street Boulder, CO 80304 AnglingTrade.com

3

AnglingTrade.com / June 2009

Britain’s most iconic brand is making waves again in the United States, this time fueled in large part by its Grey’s product line. By Kirk Deeter

By Charlie Meyers

Advertising Contact: Tim Romano Telephone: 303-495-3967 Fax: 303-495-2454 tim@anglingtrade.com

And in this corner…the all-new, long-distance, rocket-launching, wind-cheating, fly-by-wire, laser-guided Champion of the World. Hail Mary to the no-way bait ball beyond the break? Hitch up

TCX SERIES your pants, rear back and…BOOM! Big brown with a PhD in

Nice Try sipping midges on the far bank across two seams and

an eddy line? BAM! Longshot permit way out past the edge of reason? POW! How you like me now? Fear no wind. Fire when guides say wait. Tighten your loops, all hands on deck, look alive. The water is wide—go long or go home. Casting magic from the guru of graphite. Built by Sage. Feel the love.

© 2009 All rights reserved.

sageflyfish.com

CONTRIBUTORS

Joe Cermele

Joe Cermele is the associate online editor for Field & Stream. Though desk-bound in NYC during the week, his mind lives on beaches and rivers throughout the Northeast. On the upside, he gets to indulge in the finest liverwurst and onion sandwiches in NYC, and you can find him at noon most days at the Times Square Deli (Madison and 33rd).

Tom Keer

Tom Keer is the guy we turn to when we need a frank story on a hot issue‌ candor is not an issue for Tom. He has worked in several sections of the flyfishing industry for nearly 20 years. He’s now a full-time freelance writer who digs clams and picks oysters when he’s not writing, fishing, or hunting.

Brian McClintock

Brian McClintock is communiations manager for the Thodore Roosevelt Conservation Partnership, and Angling Trade’s Beltway insider. He brings us a report on AFFTA’s Congressional Casting Call, held last April on the Potomac.

Ben Romans is another Angling Trade contributing editor. We’ve received more positive feedback on Ben’s smackdown article on public access vs. mutant pigs in private water (Dec. 2008 Access Issue), than anything else we’ve run to date.

Steve Schweitzer

Steve Schweitzer is the former vice president of sales and marketing for Whiting Farms, and has been in the flyfishing business in some role or another for the past 15 years. His writing work has appeared in the Wall Street Journal, Trout, Fly Fisherman, and over a dozen books on fly fishing and tying.

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

Greg Thomas

15353 E. Hinsdale Circle, Unit F, Centennial, CO 80112 $ $ + ,-- . $ $ + ,- sam@anglersaccessories.com

AnglingTrade.com / June 2009

Greg Thomas is the managing editor for Fly Rod & Reel, and a contributing editor for Angling Trade. His work in flyfishing has been prolific— from books, to magazine, newspaper, and online articles. We found his eloquent essay on mentor Gary LaFontaine to be especially thought-provoking.

Angler’s Accessories does NOT carry firearms.

Ben Romans

BECAUSE YOU NEVER KNOW WHICH ACCESSORIES YOU MAY NEED...

EDITOR’S COLUMN

I had dinner with my guide friend Tad Howard not long ago, and the conversation centered on

the tough economy, and the challenges of making a living in flyfishing these days.

AnglingTrade.com / June 2009

+WV[]UMZ ÆaÅ[PQVO UMLQI PI[ LWVM I TW\ \W JZQVO VM_ anglers to the dance and keep them there. Now, the knee-jerk reaction for many companies is to cut costs by cutting ads. No ads, no pages in magazines. No websites either, other than amateur ones. No pro media, no pro information. No pro information, no anglers. It’s a lose-lose cycle. There will be more attrition. I’ve heard manufacturers say things like there are too many magazines now, and the world would be simpler and better without some. I’ve also heard some say—and I think in some “The one thing you have to remember is that the customers cases their actions speak louder than words—that you have now are the best ones you’ll ever have,” he said. there are too many retailers, and a culling of the herd is in order. How true. <PI\¼[ ÅVM 1\ UIa JM \Z]M 1 \PQVS PW_M^MZ \PM [IUM I’d expand that reasoning to include the business partherd-culling logic applies to some manufacturers. ners who are working with you now are the best you’ll ever have. The banker who approves a loan now… the There are hundreds of product manufacturers in the manufacturers who deliver on their promises now… the ÆaÅ[PQVO _WZTL 5IVa UISQVO OWWL [\]NN 5IVa _Q\P retailer who’s moving your products now… the company great ideas. Some of them care about the viability of that backs a warranty now… the employee who is putting the specialty retailer. From others, I see a lot of smoke in the extra effort now… the accounts receivable person IVL ^MZa TQ\\TM ÅZM ?PMV \PM KPQX[ IZM LW_V I[ \PMa who cuts you some slack now… the person who pays his are now), some manufacturers are going to leave retailor her bills on time now… ers holding the bag. It’s that old 80-20 rule, where 80 Those are the people who matter most. If and when the percent of the heavy lifting gets done by 20 percent of market worm turns, their efforts and loyalty should be the companies. rewarded. I, for one, am keeping tabs. You know who brung you to the dance. It’s pretty easy to One of my favorite singer-songwriters, Stacey Earle, resee who’s in it for the long haul with the specialty retailers corded a song some years ago titled “Dancin’ With Them and who isn’t. That Brung Me.” Her point is, she believes as a country girl matter of principle, in dancin’ with the fella that For the record, Angling Trade is. brought her to the ball. We’ve hitched our wagon to the notion that this market 1 \PQVS \PI\ VW_ M[XMKQITTa M^MZaWVM QV \PQ[ ÆaÅ[PQVO will live, thrive and/or die by the fate of the specialty industry needs to reach out and keep dancin’ with them retailer. That’s what we’re all about. that brung ‘em. That’s also why this is “The Fly Shop Issue.” Not a lot of I’m talking, foremost, about the specialty retailer. The promo-speak in here. Instead we loaded it with hard data manufacturers that rode through the boom in the 90’s and case histories on what successful shops are doing to VMML \W ZMUMUJMZ \PI\ \PW[M _PW ¹JZ]VO »MUº \PM XZWÅ\ survive. Because that’s what you wanted. WXXWZ\]VQ\QM[ _MZM \PM Æa [PWX XMWXTM 5IVa WN \PMU LW 1 PWXM aW] ÅVL \PQ[ Q[[]M PMTXN]T IVL 1 TWWS NWZ_IZL \W Likewise, I think the shop owners should embrace the your comments. at brands that helped build their businesses, and also realize “them that brung you” the money you made in better - Kirk Deeter, Editor times, in many cases, were reps and guides. kirk@anglingtrade.com 6

CURRENTS

Why You Need to Come to FFR… This Year Especially

fortune to extend your business travel Ja \_W LIa[ <PQVS WN Q\ Å[PQVO QV Colorado during the prime time of the year on pristine waters on the cheap. AW] OM\ PMZM IVL \PM UIaÆQM[ IVL \PM trout, will be waiting.

AnglingTrade.com / June 2009

?PI\ _QTT )..<) LW Ja _Ia WN Å[PQVO food, and lodging on September 8th? Get yourself to Elevenmile Canyon. Elevenmile is one of the hottest places \W Å[P WV \PM ;W]\P 8TI\\M :Q^MZ IVL September is possibly one of the best months to be there, this is where the blue-winged olives come to play. Or bring a few hoppers too.

Take advantage of this. If not yourself, someone who represents you should be QV ,MV^MZ NWZ ..: IVL \PM Å[PQVO ?M VMML \W JM \ITSQVO \W MIKP W\PMZ 1N you’re not sure why, go back and read my column again.) 5W[\ QUXWZ\IV\Ta _M [PW]TL JM Å[Ping together. This is the chance. Take advantage of it. -KD

Bob White to Exhibit in If you want to kick it up a notch, you’re Denver _MTWUM \W Å[P XZQ^I\M _I\MZ WV \PM 6WZ\P Orvis How about a worTL KTI[[ _M[\MZV Å[PQVO Fork at seriously reduced access rates. Cherry trip on the cheap? Creek We have set up a super-budget lodging Sure, there are always business reasons option at Camp Alexander Boy Scout +WTWZILW _QTT [XWV[WZ IV M`PQJQto attend the trade show. If ever there tion of sporting art by Bob White, a :IVKP 7Z aW] KIV \ISM IL^IV\IOM WN were a year to tune into the trends and other reduced rates to stay at a local VI\QWVITTa SVW_V [XWZ\QVO IZ\Q[\ IVL the scuttlebutt… to voice your concerns B&B right on the river. Fish till you AT contributor), who was recently and opinions in person… to affect some can’t cast anymore, and then you can inducted into the Fresh Water Fishpositive change on your business… and chill out with kindred spirits, or head off ing Hall of Fame for his work. The to put inside information to your advan- \W ?WWLTIVL 8IZS _PMZM \PM +Za[\WTI event will be held on July 3rd, 4th, tage… well, this is it. Bar and Grill will be anxiously awaitIVL \P NZWU )5 \W 85 I\ \PM ing your arrival. There will be a band But there’s another reason. It’s why Orvis Cherry Creek Store. O rigiwe’re all involved in this craziness in the to serenade you while you buy cheap nal oil paintings, watercolors a nd beer and burgers. Depending on how ÅZ[\ XTIKM 1\¼[ ITT IJW]\ \PM Å[PQVO pencil renderings, as well a s l imited much you drink and eat, you’ll shell out If you want to get after some prime time IJW]\ J]KS[ 0WXMN]TTa aW] _WV¼\ edition prints, and stationery w ill be on display and available for p urÅ[PQVO QV \PM :WKSQM[ IVL I\ \PM [IUM drink too much, as you still have a bit chase. A free pencil remarque a nd time share the experience and some in- of a drive after leaving the bar.) Then, sights with other dealers from around the back to the Camp Alexander Boy Scout shipping is included with the p urcountry, here’s your chance. And if cost :IVKP NWZ TWLOQVO AW]Z Å[PQVO IVL chase of any limited edition p rint. is a concern, you’re out of excuses. lodging on the 8th and 3 “squares” on Call 303-355-4554 for information. Wednesday the 9th could cost you less 7V ?MLVM[LIa ;MX\MUJMZ !\P \PM The Second than $40 total. LIa JMNWZM \PM .Ta.Q[PQVO :M\IQTMZ Coming? AFFTA and Angling Trade will be coor- Where else are you going to get a Sony is releasLQVI\QVO IV QVKZMLQJTM Å[PQVO WXXWZ\]- Å[PQVO \ZQX QV +WTWZILW NWZ TM[[ \PIV I ing A River Runs nity, just for retailers. couple hundred bucks? Also, consider Through It on )..<) Q[ WNNMZQVO IV WXXWZ\]VQ\a \W Å[P this: Thursday, September 10th is the Blu-ray this miles of prime public and private water. NZMM 1VL][\Za *ZMISNI[\ I\ ..: 7V summer. The Thursday the 10th, AFFTA has a proThey’re recruiting local ambassadors company has to point you in the right direction. And fessional development speaker talking produced all new about “ Keeping your Business Healthy AFFTA is subsidizing the whole effort features on the disc including new to keep things affordable. From lodging in this Turbulent Economy.” Lunch is QV\MZ^QM_[ _Q\P :WJMZ\ :MLNWZL IVL to river access to entertainment… it’s all included at these educational seminars. even some special “Fly Fishing 101” part of the deal. AFFTA has gone above and beyond pieces. The package will include a \W QVKMV\ aW] \W ^Q[Q\ <PM Å[PQVO _QTT 32-page collectible book and will hit If you follow AFFTA’s simple travel guide, you won’t need to spend a small be great. stores on July 28. 8

ZMVIUML 2QU :IVOM 6I\QWVIT +I[\QVO Call is the venue where the National Fish 0IJQ\I\ )K\QWV 8TIV IVVW]VKM[ Q\[ Waters to Watch and there are awards to honor conservation work within the Æa Å[PQVO KWUU]VQ\a \PM )UMZQKIV IVL hickory shad runs are the main event. <PM ZM\]ZV WN \PM[M Å[P Z]V[ _PQKP _MV\ ¹<PQ[ Q[ I ^MZa LQNÅK]T\ LMKQ[QWV NWZ NZWU P]OM V]UJMZ[ QV \PM [ WN Å[P all of us here at G.Loomis, especially to a non-existent population in 1970s to since making custome rod blands for I ZM[]ZOMVKM QV \PM 8W\WUIK :Q^MZ \WLIa steelhead anglers was how we got our is one of the nation’s great conservation [\IZ\ I[ I Å[PQVO \IKSTM KWUXIVa JIKS QV []KKM[[ [\WZQM[ 5IVa Å[P _MZM KI]OP\ WV the ‘80s,” Holt said. “While we realize the Monday event, but also at the day’s there’s an avid following among custom precursor, the Family and Youth Castrod makers for our blanks, the growth ing Call, which saw record numbers of we’ve experienced on a worldwide basis attendance this year, with crowds topping \W TMIZV PW_ \W ÆaÅ[P \QM ÆQM[ IVL NWZ W]Z ÅVQ[PML ZWL[¸IVL M[XMKQITTa W]Z Æa ZWL[ _Q\P JW\P Æa \IKSTM LMITMZ[ experience the outdoors. in the U.S. and abroad—makes this the -Brian McClintock right decision and direction for our busiReminder: Take the “Clean Anness success in the future. gling Pledge” AFFTA Hosts a Somber You can do so by logging on to www. Casting Call cleanangling.org, and make an effort \PQ[ [MI[WV \W QVNWZU Å[PQVO KWUpanions of the importance of being Loomis Ends Custom Blank Production G.Loomis has decided to exit custom rod blanks production by the end of 2009, according to company executive director Bruce Holt.

The National Casting Call has become an establishment in Washington, D.C. ) LIa _PMZM \PM Æa Å[PQVO QVL][\Za conservation organizations, and politicians gather to celebrate the good work that anglers do to preserve our nation’s Å[PMZQM[ 0W[\ML Ja \PM )UMZQKIV .Ta Fishing Trade Association on April 27, the Casting Call took on a memorial tone this year, as it was renamed in honor WN 2QU :IVOM :IVOM )..<)¼[ TMOQ[TItive representative and co-founder of the <PMWLWZM :WW[M^MT\ +WV[MZ^I\QWV 8IZ\nership, was instrumental in starting the ÅZ[\ +I[\QVO +ITT aMIZ[ IOW \W [PW_ D.C. politicos the role that anglers play not only in the conservation of our natural resources, but also to the economy. The weather at this year’s casting call was vastly improved from the previous years, which led to more boats on the water and more shad caught. While the newly

^QOQTIV\ <PM +TMIV )VOTQVO 8TMLOM IVL links for more information about aquatic nuisance species can be found on simmsÅ[PQVO KWU ]VLMZ \PM ¹:M[W]ZKM[º \IJ Great Bay Chimes in with “Dealer Protection Program” In response to a note from Bill Leuchten of .ZWV\ :IVOM )VOTMZ[ QV *W]TLMZ +WTWZILW regarding manufacturers selling direct via websites, Angling Trade received a number WN MVMZOQbML ZM[XWV[M[ 8MZPIX[ UW[\ interesting was a note from David Gibson WN 6M_ 0IUX[PQZM JI[ML /ZMI\ *Ia :WL Co., who enlightened us on his company’s ¹,MITMZ 8ZW\MK\QWV 8ZWOZIU º Here’s the deal in a nutshell. If a dealer KIZZQM[ /ZMI\ *Ia ZWL[ _PQKP IZM ITT = ; made, and retail at $330 on average), and a consumer within a 60-mile radius of that shop purchases a Great Bay rod online, the dealer is still given full shop margin on that sale. It’s that simple. To learn more about the product and the program, see greatbayrods.com. continued on next page...

CURRENTS

The Product Buzz Clackacraft  Fly  Pod

AnglingTrade.com / June 2009

It’s  not  often  that  someone  hands  you  a  piece  of  gear  and  asks  â€˜what  would  you  do  different?’  But  that’s  exactly  what  Clackacraft  did  when  \PMa I[SML I]\PWZ W]\Ă…\\MZ IVL ;TQLM Inn  lodge  owner  Kelly  Galloup  for  his  QVX]\ <PM ZM[]T\" \PM .Ta 8WL

“We  moved  the  front  and  back  seats  a  little  closer  to  the  bow  and  stern,â€?  Galloup  says.  â€œIt  helps  spread  the  weight  of  the  boat  out  a  little  more  and  puts  more  distance  between  two  casters  so  there  are  fewer  mid-air  tangles.  We  also  changed  the  standing  braces  so  they  reach  a  little  higher  on  the  leg  rather  than  just  at  the  knees  so  anglers  can  feel  more  stable.â€? Gone  is  the  rower’s  bench  locker.  Instead,  there  are  two  parallel  storage  TWKSMZ[ _Q\P MVW]OP ZWWU NWZ 8.,[ boxes,  or  even  two-piece  rod  tubes.  Clackacraft  even  offers  options  like  rod  racks  and  under-the-seat  coolers  to  capitalize  on  space.

KITTa ZMILa \W Ă…[P NZWU \PM _WZL OW For  more  information  visit  Clacka. KWU WZ KITT ! ¸*MV :WUIV[ Various  Products  from   Dry  Fly  Distilling Whiskey,  vodka,  and  gin,  d istilled  i n  Spokane,  Washington,   N ot  a  gimmick.  Tastes  g ood.   Try  it  yourself.   Enough  s aid.    ,ZaÆaLQ[\QTTQVO KWU

DriGrip  Fisherman’s   Formula  Sunscreen This  is  a  fragrance-free  What  makes  the  side  lockers  even  more  ;8. []V[KZMMV \PI\ “We’ve  been  friends  with  Kelly  for  a  unique  is  they  are  strong  enough,  and  can  be  safely  applied  long  time,  and  he  has  the  16-foot  hull,  low  enough,  to  support  the  weight  of  JMNWZM IVL L]ZQVO Ă…[PQVO but  he  always  had  some  thoughts  on  the  a  full-grown  man.  In  the  past,  gear,  _Q\P VW MNNMK\ WV ÆQM[ WZ storage  issue—that  there  wasn’t  enough  coolers,  and  other  boat  elements  made  I Æa TQVM <PQ[ PaXW IT[\WZIOM NWZ O]QLM[ Âş +TIKSIKZIN\ 8ZM[Qit  tough  to  move  around,  but  now  it’s  TMZOMVQK XW_LMZ LZa ;8. dent  Bruce  Belles  says.  â€œHe  mentioned  simple  and  safe.  They  make  it  easier  30  sunscreen  provides  that  when  he  guided  in  Michigan  he  to  get  in  and  out  of  the  boat,  or  swap  the  necessary  protection  had  an  aluminum  boat  custom  built  seats  when  two  anglers  have  a  midfrom  e xtreme  sun  exposure  without  with  his  ideas  in  mind  and  he  loved  ZQ^MZ +PQVM[M Ă…ZM LZQTT )VL \PMa NZMM[ the  greasy  residue  of  typical  sunscreen  it.  So  I  asked  him  to  take  one  of  our  up  space  so  whoever  is  at  the  oars  has  model  boats  that  we  use  for  promotions  UWZM ZWWU \W TMIV W^MZ IVL VM\ Ă…[P WZ products.  Its  unique  powder  base  and  design  the  boat  he  had  in  mind.  KWUXTM\M IVa W\PMZ WV \PM Æa \I[S[ VW dries  quickly  so  it  will  not  transfer  any  greasy  residue  to  hands  and  skin.  With  the  model  boat,  some  pieces  of  pun  intended). ;QVKM Q\ OWM[ WV LZa aW]ÂźTT Ă…VL MaM balsa  wood,  some  popsicle  sticks,  and  â€œOne  of  his  basic  complaints  we  irritation  is  virtually  eliminated  We  some  glue  he  went  to  work—and  a  heard  was  clients  showing  up  over\M[\ML Q\ WV \PM ÆI\[ IVL I\ IT\Q\]LM# Q\ month  later  the  boat  showed  up  in  our  packed  with  rod  tubes  and  gear,  and  works.  See  drigrip.com. WNĂ…KM 1 TWWSML I\ Q\ IVL [IQL Âť\PQ[ TWWS[ all  the  extra  stuff  ended  up  laying  in  good!’  And  so  far,  the  response  has  been  the  bottom  of  the  boat  and  in  the  way.  Gerber’s  New  Fishing  Tool overwhelming.  Mike  Lawson’s  got  one  Gerber  recently  Then  when  you  add  roll-up  tables  on  order.  So  does  Jack  Dennis.  They  all  introduced  the  The  and  packable  chairs,  and  there  just  see  the  advantages  of  this  new  model.â€? .TQ3 Ă…[PQVO \WWT I really  wasn’t  adequate  storage,â€?  Belles  multi-tool  designed  says.  â€œTo  me,  the  rod  lockers,  the  long  1V I V]\[PMTT \PM .Ta 8WL \ISM[ \PM [XMKQĂ…KITTa _Q\P already  innovative  design  of  a  16-foot  storage,  have  the  most  appeal.  Before  anglers  in  mind.  The  these  came  along,  there  was  no  good  +TIKSIKZIN\ 48 IVL ZMWZOIVQbM[ Q\ \W FliK  includes  long  place  to  store  long,  two-piece  rod  maximize  the  use  of  space,  storage,  needle-nose  pliers  tubes.  Now  you  can  keep  everything  and  functionality. for  quick  and  easy  tucked  away  and  safe.â€? Some  of  the  new  highlights  include  a  removal  of  hooks.   redesigned  anchor  foot-release,  a  stern  Like  other  Clackacraft  boats,  the  F ly  Anglers  can  also  sharpen  their  hooks  8WL QVKT]LM[ I aMIZ O]IZIV\MM storage  shelf,  and  ventilated  storage  _Q\P \PM QVKT]LML Ă…TM IVL K]\ PWWS[ against  punctures  or  leaks,  the  oars,  with  the  pinch  cutters.   It  also  includes  lids  on  all  three  seats  that  allow  wet  seats,  a nchor,  a nd  t railer  a nd  i s  b asiscissors,  bottle  opener,  knife  blade,  gear  to  breathe. continued on next page...

2/$ #!.$9

The Rise Series

We admit it. You might fall for its looks first, but you’ll come to love it for its toughness. We started with our bomb-proof CD series and made it even lighter and smoother. Fully machined from 6061 T6 aluminum, this reel is just as durable as it is pretty.

"!)."2)$'% )3,!.$ 7! s 777 2%$).'4/. #/-

CURRENTS

[I_ IVL ÆI\ IVL 8PQTTQX[ PMIL LZQ^ers. We recently used it on a bass trip I[ _MTT I[ WV \PM ÆI\[ IVL \PW]OP\ Q\ performed exceptionally well. See gerber.com for information. Circle Hooks for Trout? Bluewater anglers have realized the benMÅ\[ WN KQZKTM hooks by way of reduced Å[P UWZ\ITQ\a for years now. <PM VM_ 5WNÅ\\ )VOTQVO ;a[\MU Q[ IV M`KQ\QVO ÆaÅ[PQVO QVVW^I\QWV LM^MTWXML [XMKQÅKITTa \W IT[W ZML]KM \ZW]\ IVL W\PMZ [XMKQM[ UWZ\ITQ\a _PMV KI\KP IVL ZMTMI[M Å[PQVO =VTQSM \ZILQ\QWVIT ÆQM[ \QML WV 2 [\aTM PWWS[ 5WNÅ\\ ÆQM[ IZM PWWSTM[[ IVL [][-

pended on the leader above a uniquely designed and rigged circle hook. Virtually all Å[P KI]OP\ _Q\P \PM 5WNÅ\\ ;a[\MU are hooked in the jaw -- and accidental deep hooking, gill hooking and foul hooking are all but eliminated. Because the circle hook is barbless, most Å[P KIV JM ZMTMI[ML _Q\PW]\ ZMUW^QVO \PMU NZWU \PM _I\MZ ;MM UWNÅ\\IVgling.com for details. Boss Tin’s Make-a-Weight is Putty Perfect If you haven’t seen the writing on the wall about further restrictions on TMIL ][M QV Å[PQVO \IKSTM M O 6I\QWVIT 8IZS ZM[\ZQK\QWV[ WV TMIL aW]

need to wake up and smell the coffee. Lead is dead, or it very well could be very soon. For a tungsten putty that i s e asy to use and environmentally f riendly, check out BossTin’s Make-a-Weight. Extensive field tests impressed u s. It’s malleable, but holds form. I t leaves no sticky residue o n h ands, clothing or gear. And it s inks. Simply pinch off the appropriate amount and roll it onto your l eader. Before casting put your l ine w ith \PM X]\\a QV\W \PM _I\MZ \W [M\ Q\ \PM cold temp l ocks it in place). A djustUMV\[ IZM Y]QKS IVL MI[a 8WZ\QWV[ can be removed and reused, a s c urrents and river depths dictate. I t’s exceptionally versatile, effective, a nd eco-friendly. See bosstin.com for more information.

Every fly fisherman knows that a slicker line means longer casts, more control, longer casts, less wear and tear from abrasion, longer casts and more durability. Oh, and longer casts. So, in their relentless pursuit of perfection (and that few extra feet), RIO’s Labcoats began reformulating conventional chemical compounds and material combinations, right down to the polymeric mix level. The results are found in RIO’s new XS Technology™ – a pairing of two entirely new chemical compositions, creating a glass-smooth surface and a super slick coating that repels the accumulation of dirt and grime. XS Technology now produces a line that is so slick it actually tops out our ultra-sensitive friction-coefficient-measuring instrument. Nothing, not ours or any other lines we’ve tested, have even come close. So, how slick is it? Think loafers on a spring creek boulder... and a line that stays slicker cast after cast after longer cast. www.rioproducts.com ©RPI, Inc. All rights reserved

RIO’S REVOLUTIONARY NEW

CURRENTS

Travel

Michalak and The Fly Shop Launch Travel Network to Include Specialty Shops Nationwide

Written by Kirk Deeter

Fact One: Travel is an avenue that can generI\M ZM^MV]M NWZ [XMKQIT\a Æa ZM\IQTMZ[ 6W\ WVTa does travel offer direct referral/commission opportunities, it also offers reciprocal sales opXWZ\]VQ\QM[ Ja _Ia WN OMIZ IVL IKKM[[WZQM[ )LL to that the opportunity to expand your visibility and enhance consumer loyalty, and it’s easy to see how travel can be a key element in the busiVM[[ [\ZI\MOa WN IVa [I^^a [XMKQIT\a Æa [PWX

AnglingTrade.com / June 2009

.IK\ <_W" <PM UIZSM\ NWZ Æa \ZI^MT TQSM W\PMZ I[XMK\[ WN \PM ÆaÅ[PQVO QVL][\Za KIV JM \ZQKSa M[XMKQITTa VW_ +][\WUMZ ZMKZ]Q\UMV\ Q[ IV M`XMV[Q^M XZWXW[Q\QWV +][\WUMZ ZM\MV\QWV LMXMVL[ WV MV[]ZQVO I Y]ITQ\a M`XMZQMVKM 1V W\PMZ words, there is little margin for error when you [MVL K][\WUMZ[ XIKSQVO \W M`W\QK LM[\QVI\QWV[ Fact Three: In an era when the “selling specialty products through specialty shops” ideal is pressured on a variety of fronts—perhaps most notably the Internet and big box stores— specialty retailers are looking for partners that XIa UWZM \PIV TQX [MZ^QKM \W \PMQZ QV\MZM[\[ Interestingly, in the context of travel, a new XZWOZIU LM[QOVML \W PMTX Æa [PWX[ M`XIVL \PMQZ \ZI^MT NWW\XZQV\ KWUM[ NZWU IVW\PMZ Æa [PWX° IK\]ITTa <PM .Ta ;PWX QV :MLLQVO +ITQNWZVQI 14

Of course, if you asked the average consumer angler in Colorado or Michigan, for example, what they know about The F ly Shop, the catalog comes to mind, as does the roster of exotic destinations and travel services The F ly Shop represents. Michalak’s company has been engaged in discovering, and representQVO I ^IZQM\a WN PQOP MVL ÆaÅ[PQVO destinations and lodges—many on an exclusive basis—for over 30 years.

In my personal experience, when Mike Michalak, owner of The F ly Shop, offers up an idea, it’s usually worth paying attention. His track record speaks for itself. The F ly Shop is now one of the largest specialty retail operations in the world, with a healthy business model balanced on, among other things, localized shop and guide operations in the northern California region, travel, catalog mailings that reach over 300,000 consumers at a clip, website-based sales, schools and instructional programs, and specialty-branded products. A few years ago, Fly Fishing Trade \PM XZMLMKM[[WZ WN \PQ[ UIOIbQVM of which I was also editor) ran a piece on Michalak and his business practices. In the piece, Michalak offered to mail copies of The F ly Shop’s policy and procedures guide \W QV\MZM[\ML Æa [PWX[ IZW]VL \PM country. Hundreds of retailers took Mike up on his offer, and he mailed the information at his expense.

Now, Michalak and The Fly Shop are launching a new program, in which The Fly Shop will make available its “Signature Destinations”—places like ,I^M -OLWZN ¼[ :][\QK <ZW]\ +IUX[ QV Alaska, and Estancia Maria Behety on \PM NIJTML :QW /ZIVLM QV <QMZZI LMT Fuego in Argentina—available as travel destination offerings for an expanded roster of geographically-spread retailers throughout America. Basically, The Fly Sop is opening up its travel “jewel box,” making available to I VM_ VM\_WZS WN [XMKQIT\a Æa ZM\IQTMZ partners the opportunity to not only send clients to exclusive The Fly Shop operations from Kamchatka to Chilean 8I\IOWVQI J]\ IT[W OM\ I XQMKM WN \PM action in doing so. I asked Michalak, point blank, if his motivation is to buoy sales in a tough travel market, or if he had broader motives. He replied that the Signature Destinations he represents are operating near capacity now. Soft economy or not, \PM JM[\ Å[PQVO QV \PM _WZTL Q[ [\QTT \PM JM[\ Å[PQVO QV \PM _WZTL IVL UIVa WN the people who go to these places are repeat customers. From what I heard, Michalak seems focused on the notion of buoying continued on next page...

Our

Signature

Destinations

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

Let us help put that experience to work in your fly shop! Until recently, these “Signature Destinations” have been represented exclusively by The Fly Shop™ and our very small network of angling travel agencies and a few fine fly shops worldwide. It’s an approach we’ve found successful, but one that we’re about to change.

We here at The Fly Shop™ feel there’s been a lot of fly industry lip service about “specialty products for specialty shops” and a definite and disconcerting shift in the distribution of fly fishing rods, reels, lines and the rest of what has made independent fly shops successful. Add to that the on-line discounting trend, manufacturer direct purchasing, a worldwide web “free for all” for fly fishing goods, travel, and service. Then couple all that with the current economic crisis and it’s obvious we have to change our tactics if fly shops want to do more than survive.

We’re not looking for representation of our “Signature Destinations” in every shop in America and we don’t want to further homogenize the look of an industry whose stores are already becoming much too similar. Our goal is to find an even greater collective strength by working together with a select number of geographically distinct shops interested in promoting what we’ve already proven is an honor roll of great international fishing spots. Tierra del Fuego Our “Signature Lodges” are acknowledged as the finest and most popular in the “Land of the Giants”!

Chilean Patagonia Lodges are popping up everywhere in Chile, yet our four “Signature Lodges” are renowned as the standard of comparison in Patagonia.

We’ll tailor a commission and referral structure for your shop that will reward you for your performance while guaranteeing that the relationship with the clients you send to our “Signature Destinations” will be respected and honored indefinitely. We won’t “poach” your travellers, and if we’re needed to help answer their tackle questions, they’ll be referred back to you for the sale. Alaska Kamchatka Belize New Zealand Mexican Yucatan

Our “Signature Destinations”

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

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

If your interested, give our travel department a call or e-mail us and we’ll respond promptly with a full explanation of our Signature Fly Shop concept. (800) 669-3474 travel@theflyshop.com

www.theflyshop.com Redding California

CURRENTS

and sends that customer off to El Saltamontes in Chile. Great, the Michigan shop earns a commission, and the K][\WUMZ Å[PM[ I NIV\I[\QK TWLOM° but what happens two years down the road, when that customer contacts The F ly Shop about a return trip, or even a gear question? the relevance of specialty retailers in dictating the terms of future market evolution, not only in terms of travel, but also beyond.

“We’re not going to poach customMZ[ º 5QKPITIS [IQL ÆI\Ta ¹?M¼ZM going to credit the source shop with a commission on repeat business, and when we get the gear question, we’re

“If you’re looking for the quick dollar, by booking a group to Alaska, and thinking only short-term, I have been doing this for 30 years, and I can tell you that does not work,” Michalak said. Indeed having a track record that extends back 30 years is probably more valuable to potential members of a Signature Destinations network than _PI\ 5QKPITIS KITT[ \PM ¹:MILMZ[¼ Digest accelerated learning course in how to do travel successfully.”

¹<PM LIa[ WN I Æa [PWX QV WVM XIZ\ WN \PM KW]V\Za XMZKMQ^QVO \PM Æa [PWX WV the other side of the country as just another competitor are gone, or at least they should be,” Michalak explained. ¹)TT ZM\IQTMZ[ VMML \W ÅVL _Ia[ WN _WZSing together. Every man for himself isn’t going to work 10 years down the road. Working with the right people on the best products, and in this case, travel opportunities, will. “The Fly Shop Signature Destinations )OMVKa _PQKP _QTT QV^WT^M W\PMZ [PWX[ moves us into a new realm as an angling \ZI^MT IOMV\ )VL Q\¼[ WVTa \PM ÅZ[\ [\MX in what I hope will be the addition of a Signature Fly Shop product network.” Another point-blank question: Does \PQ[ WXMV \PM 8IVLWZI¼[ *W` WN QV\ZWducing a faithful customer to another retailer, in effect creating chinks in a retailer’s own sales armor? The shop in Michigan, for example, introduces a faithful customer to the program,

referring that person to the original shop for the sale. We are going to honor our partners and our referrals QVLMÅVQ\MTa ?M PI^M \PM LI\IJI[M management system in place to facilitate that right now. “Yes, I’m going to make my share of the money on booking the travel, but one thing I’ve learned is that I make my money when people go back to a destination they like.” As such, Michalak warns that he’s not looking to collaborate with shops that simply want to line up the short-term, one-shot, party-of-eight junket to Alaska.

16

When you think about everything from finding the best guides a nd lodges, to dealing with p olitical hiccups, f lu outbreaks and s uch… this 30 years of past experience is a platform retailers can leverage for their own f uture b enefit. T he “of a retailer, for a retailer” a spect o f the plan is sure to g arner attention as well. To get more details on how this program could be customized to include you and your shop, E-mail \ZI^MT(\PMÆa[PWX KWU# WZ XPWVM 800-669-3474. at

feature

Competing In A Slow Economy

AnglingTrade.com / June 2009

Five facts you need to know right now

not show any correlaWritten by Steve Schweitzer tion of age to Internet I was given the classic assignment of developing a business plan purchasing I[ I ÅVIT 5*) XZWRMK\ 1 \]ZVML \W I TWKIT KWUXIVa -TSPWZV habits. In .Ta :WL[ IVL I[SML W_VMZ *ZQIV +PI^M\ QN PM _I[ QV\MZM[\ML fact, the data After a few minutes of agreeable head-nodding, we sketched shows an out his business’s pain points. equal dis<PM ÅZ[\ \PQVO _M ZMITQbML Q[ \PI\ -TSPWZV ZMITTa LQLV¼\ SVW_ tribution of its customers like it should. Brian had some gut hunches but Internet purchases despite age. This is good news, as couldn’t cleanly answer the acid-test question of “who buys \PMZM Q[ I [\ZWVO KWZZMTI\QWV WN WTLMZ Æa Å[PMZ[ PI^QVO from you and why?” That point of realization drove the need more disposable income. to conduct primary research before developing a bunch of halfFACT #2: Quality products at reasonable prices trump a wide hatched tactics. product selection. <PM []Z^Ma ZM[]T\[ KWVÅZUML [WUM O]\ P]VKPM[ J]\ UWZM importantly shed light on who is and isn’t buying from Elkhorn 158)+< <7 A7=: *=;16-;;" <PMZM Q[ VW VMML \W [XZMIL your inventory investment too thin by carrying a wide SKU and why. The analysis yielded some very unexpected and surrange. Don’t try to be all things to all people unless you can prising results. Without this deep knowledge of the customer, afford to carry that inElkhorn’s sales-boosting tactics would have been built in the ventory load. Focus on dark, yielding potentially misleading strategies. your core competency. <PQ[ IZ\QKTM Q[ \PM ÅZ[\ XIZ\ WN \_W IZ\QKTM[ _PQKP _QTT PMTX aW] If you are known to be rethink your business and how to grow sales in a slumping \PM JM[\ Æa \aQVO [PWX MKWVWUa <PQ[ IZ\QKTM _QTT OQ^M aW] [WUM QV[QOP\ QV\W Å^M SMa around, ensure you things Elkhorn learned about competing in a weak economy. carry the best selection The second article will explore tactics you can quickly impleof quality materials. If ment to invigorate sales in your own business. you are a destination BACKGROUND shop, ensure you carry a wide selection of expendables and have the best guide staff To provide context, Elkhorn received over 1,300 survey around. Whatever you do carry, make sure you have enough of responses world-wide from current product owners and it and make sure it is quality stuff. non-owners alike. The survey covered basic demographics, experience level, product ownership and product perception. WHAT THE DATA DOESN’T SHOW: 61% of all responBesides reaping some valuable information about Elkhorn’s LMV\[ ZIVSML PI^QVO 9]ITQ\a 8ZWL]K\[ I[ \PMQZ W^MZITT V]UJMZ marketplace and competitors, some interesting and surprising one ranking. NIK\[ KIUM NZWU \PM []Z^Ma *MTW_ IZM Å^M SMa TMIZVQVO[ \PI\ FACT #3: If you are applicable to your current business as well. want to sell big .)+< " 0ITN WN ÆaÅ[PQVO X]ZKPI[M[ IZM KWVL]K\ML ^QI ticket items, make the Internet. them available on a try-before- 158)+< <7 A7=: *=;16-;;" 1N aW] IZMV¼\ \IXXQVO buy basis. into the Internet as a sales channel you are leaving money on the table. 158)+< <7 ?0)< <0- ,)<) ,7-;6¼< ;07?" 8WX]TIZ JMTQMN Q[ \PI\ WTLMZ Æa Å[PMZ[ X]ZKPI[M TM[[ WV \PM 1V\MZVM\ \PIV aW]VOMZ Æa Å[PMZ[ <W \PM KWV\ZIZa \PM LI\I LQL 18

continued on next page...

A7=: *=;16-;;" >IT]M Q[ LMÅVML I[" the price is right if

feature

the  perceived  value  is  greater  than  the  actual  price.  How  do  you  increase  the  value  in  the  customer’s  mind?   Easy:  let  them  try  products  before  they  buy  them.   If  a  customer  is  balking  at  paying  $1,000  NWZ I Y]ITQ\a Æa ZWL IVL ZMMT KWUJW insist  they  try  it  for  a  day  on  a  guided  trip  or  a  local  stream  or  pond,  maybe  M^MV ZMV\QVO I LMUW W]\Ă…\ NWZ I UWLM[\ price.   Consumers  are  savvier  now  than  \PMa _MZM R][\ Ă…^M aMIZ[ IOW <PMa M`XMK\ more  value  for  every  dollar  spent.   Value  can  be  as  simple  as  extending  trust,  e.g.,   â€œHey,  I  trust  you  with  this  rod‌give  it  a  spin,  bring  it  back  and  let  me  know  what  you  think.â€?   Share  the  risk  with  them  and  you’ll  convert  more  lookers  into  buyers.

were  treated  and  what  their  experience  was  like  in  your  shop.   Ensure  your  shop  is  well-maintained  and  merchandised.   Greet  your  customers  one-on-one  and  make  them  feel  like  no  one  else  is  more  important.   Even  though  they  may  not  buy  something  \PM Ă…Z[\ \QUM \PMQZ QV [\WZM M`XMZQMVKM will  dictate  if  they  come  back  and  buy  I\ I N]\]ZM LI\M# IVL UWZM QUXWZtantly,  if  they  become  evangelists  for  your  shop.

?0)< <0- +0):< ,7-;6Âź< ;07?" )OM QVÆ]MVKML ZM[XWV[M[ The  younger  crowds  prefer  chat  ZWWU[ Æa [PWX[ 5QLLTM IOML IVL pre-retirement  crowds  use  all  chanWHAT  THE  DATA  DOESN’T  SHOW:  The  survey  told  us  the  older  one  VMT[ MY]ITTa :M\QZMUMV\ IOML NWTS[ gets,  the  less  apt  they  are  to  trying  out  XZMNMZZML _WZL WN UW]\P Æa [PWX[ gear. and  catalogs  over  chat  rooms  and  FACT  #4:  Fly  shops  and  word  of  mouth  company  websites.   Consider  building  different  marketing  strategies  to  reach  are  the  most  popular  methods  consumdifferent  age  classes.   Communicate  ers  hear  of  new  products with  them  via  the  channel  they  pay  attention  to  the  most.   Example:  Create  some  buzz  on  Internet  chat  sites  and  your  own  website  for  the  younger  crowd.   Don’t  expect  to  reach  the  older  crowd  in  the  same  manner.   In  ITT KI[M[ _WZL WN UW]\P Q[ SQVO# \ZMI\ everyone  like  gold. FACT  #5:  Consumers  still  spend  WV ÆaĂ…[PQVO X]ZKPI[M[ L]ZQVO  slumping  economies How  Do  Consumers  Hear  About  Fly  .Q[PQVO 8ZWL]K\[' 1.  Fly  Shops 2.  Word  of  mouth 5IOIbQVM[ ZM^QM_[ IZ\QKTM UMV\QWV[ 4.  Catalogs \QM .Ta 7]\LWWZ ;PW_[  magazine  ads AnglingTrade.com / June 2009

6.  Internet  chat  rooms 7.  Company  websites 8ZM[[ ZMTMI[M[ 158)+< <7 A7=: *=;16-;;" <ZMI\ aW]Z _ITS QVŸ[ TQSM OWTL# \PMa will  spread  the  word  on  how  they  20

158)+< <7 A7=: *=;16-;;" Even  during  tough  economic  times,  consumers  still  want  to  buy  hobby  stuff.  Â

:MTI\Q^MTa QVM`XMV[Q^M Q\MU[ TQSM \QXXM\ Æa TQVM [XTQ\ [PW\ IVL ÆQM[ [PW]TL always  be  in  stock.   Those  are  instant  OZI\QĂ…KI\QWV X]ZKPI[M[ \PI\ SMMX K][tomers  coming  back  for  more. ?0)< <0- +0):< ,7-;6Âź< SHOW:   While  income  level  had  little  bearing  on  the  responses,  age  did.   The  most  cautious  age  group  was  41-50year-olds.   The  least  cautious  group  was  31-40-year-olds  and  those  65  or  over.   This  stands  to  reason  as  the  KTW[MZ WVM Q[ \W ZM\QZMUMV\ \PM more  he  may  be  worried  about  savings  during  a  slumping  economy. PUTTING  IT  ALL  TOGETHER <PM ÆaĂ…[PQVO KWV[]UMZ \WTL ][ \PM QVLQ^QL]IT Æa [PWXÂź[ ^IT]M XZWXW[Q\QWV Q[ still  ringing  loud  and  clear  and  is  more  valuable  than  ever.   The  consumer  wants  a  quality  product  selection,  not  quantities  of  average  stuff.   The  consumer  wants  to  try  products  out  before  a  purchase,  something  a  big  box  usually  doesn’t  offer.   Consumers  still  go  to  the  TWKIT Æa [PWX NWZ \PM [SQVVa WV \PM TI\M[\ OMIZ VW\ \W \PM TWKIT JQO JW` <PM Æa [PWX Q[ \PM QVNWZUI\QWV OI\M SMMXMZ# \PM old  adage  of  â€œinformation  is  powerâ€?  is  certainly  applicable.   We  also  learned  consumers  aren’t  afraid  of  spending  QV I [PWX WZ WV \PM VM\# aW] PI^M \W JM where  they  want  to  buy.   While  there  will  always  be  a  certain  percentage  of  the  crowd  that  shops  only  on  price  T]ZML Ja I^MZIOM Y]ITQ\a [\]NN I\ JQO JW` volume-moving  prices),  a  vast  majority  don’t  shop  only  on  price. Â

Look  at  hard  times,  a  recession  or  a  LMXZM[[QWV _PI\M^MZ aW] _IV\ \W KITT it)  as  an  opportunity  to  win  the  loyalty  of  more  consumers.   During  down  economic  times,  consumers  tend  to  look  around  more.   It  is  now  that  you  have  an  opportunity  to  convert  Help  your  customers  buy,  don’t  make  aW]Z Æa[PWX \PM ,MXIZ\UMV\ WN *][QVM[[ those  lookers  into  customers.   Those  8ZM^MV\QWV )V M`IUXTM" -UX\a [PMT^M[ conversions  are  all  incremental  sales  you  didn’t  have  during  good  economic  don’t  send  a  signal  to  your  shoppers.   \QUM[ )VL R][\ \PQVS _PI\ SQVL WN Don’t  allow  necessary  items  to  run  out.  Â

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

1.  Can  I   -  A)  clearly  characterize  the  types  of  customers  who  buy  from  me  or  B)  do  I  rely  on  business  just  â€œhappeningâ€?? 2.  Do  I  -  A)  clearly  know  why  customers  buy  from  me  or  B)  do  I  think  I  know?

5.  Am  I  -  A)  known  as  a  trustworthy  X]Z^MaWZ WN XZWL]K\ Ă…[PQVO QVformation  or  B)  seen  as  a  shop  that  only  gives  out  information  if  there  is  XW\MV\QIT UWVMa QV^WT^ML' MO 1ÂźTT \MTT aW] \PM TI\M[\ Ă…[PQVO PW\ [XW\[ QN aW] J]a ÆQM[°WZ QN aW] TWWS TQSM I [MZQW][ buyer,  I’ll  take  the  time  to  walk  through  the  pro’s  and  con’s  of  the  reels  I  have  for  sale.) If  you  answered  B  to  any  one  of  the  questions,  you  probably  aren’t  optimized  to  win  over  new  consumers.   <PM Y]M[\QWV[ IJW^M KPIZIK\MZQbM Ă…^M must-have  competencies  to  be  competitive  in  a  sour  economy: 1.  Know  your  customer 2.  Know  their  needs  and  why  they  buy  from  you

Use  our  Newsletter  to  stock  what’s  hot  and  sell  more  at  better  margins!  Â

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3.  Am  I  -  A)  maximizing  the  potential  of  online  sales  to  supplement  in-store  \ZINĂ…K WZ * _IQ\QVO \W [MM QN \PM š1V\MZnet  will  be  the  next  big  thingâ€?? 4.  For  large  purchases,  am  I  -  A)  willing  to  share  try-before-you-buy  risk  with  the  customer  or  B)  do  I  use  traditional  show-n-tell  methods  of  salesmanship  to  convince  the  buyer  to  spend  big  chunks  of  money?

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feature

Hot Dealers in a Cold Market Written by Tom Keer

No one involved in the 1990’s flyfishing boom predicted the current state of plummeting sales. A consistently shrinking customer base. Terrorism. War. Rising energy costs. Inflation. Unemployment. Recession. Just over a decade ago, flyfishing manufacturers were really developing gear. Over 1200 fly shops were busy selling that gear, and thousands of guides were busy taking customers on trips with their newly purchased gear. Heady times for sure. 6W_ \PM ÆaÅ[PQVO QVL][\Za PI[ I LMKQ[QWV \W UISM IVL QN you want something sugar coated, go buy a doughnut. What is on the table is a simple decision: Do I want to succeed or is it best to close my doors? While the light at the end of the tunnel is temporarily disconnected, there is still hope. There are enough success stories within the four walls of our own industry. I believe that there are many talented dealers, lodges, and guides. I’ve selected four dealers from four different regions who are representative of deciding to succeed in spite of a declining market. Each one has weathered a variety of storms, from competition, natural disaster, rising unemployment rates, higher costs, and the like. Still, they post IVV]IT \WX TQVM [ITM[ QVKZMI[M[ I[ _MTT I[ VM\ XZWÅ\ QVKZMI[M[ Before we review them individually, what are their characteristics as a group? 1. They take planned and calculated risks. 2. They consistently work hard. 3. They work smart. 4. They are creative and innovative. 5. They are savvy. 6. Mediocrity is not in their vocabulary. 7. They are results oriented. 8. All are focused on solutions. 9. They have a vision and plan accordingly to bring it to fruition. 10. They ask for help when they need it.

AnglingTrade.com / June 2009

Who would advise a business owner in an industry with a decade-long decline to expand? No one, but the following four did anyway: South Central: A Little Less Conversation, A Little More )K\QWV -T^Q[ 8ZM[TMa The Great Smoky Mountains have long been a strong LM[\QVI\QWV NWZ ÆaÅ[PQVO ;WUM NWTS[ TQSM 2QU *IJJ MLQ\WZ WN Gray’s Sporting Journal IVL *IZKTIa +ZMMS 8ZM[[¼ 2QU )VSMZ PIQT from this region of Tennessee, and the Tellico Nymph was LM^MTWXML PMZM I[ _MTT *aZWV IVL 8I]TI *MOTMa TI]VKPML 22

4Q\\TM :Q^MZ 7]\Å\\MZ[ QV <W_V[MVL Tennessee in 1994. The original store was 400 square feet.

“We did not anticipate the increase in box-store competition within a 40-mile radius of our store,” said Begley. “Bass 8ZW ;PWX[ /IVLMZ 5W]V\IQV IVL 7Z^Q[ “After our initial launch, we found our each added company-owned stores. So, sales were tracking far ahead of projec_M ZMLMÅVML W]Z J][QVM[[ WJRMK\Q^M[ )[ tions,” Begley said. “Our programs box stores are able to inventory millions were well received and we were growQVO ?M VW\QKML \PM ÅZ[\ [QOV[ WN LMKTQVM of SKUs, we couldn’t. We conceded right when we needed to expand. We to them on the clothing categories, and had spent three years planning our ZMXW[Q\QWVML 4:7 \W NWK][ WV \IKSTM expansion, and while it did not make We’ve always been committed to personsense in the big picture, we moved ITQbML [MZ^QKM J]\ _M IT_Ia[ ÅVL _Ia[ forward anyway.” to exceed our customers’ expectations. 8ZWXMZ NWZMKI[\QVO Q[ KZQ\QKIT NWZ W]Z \_W In order to realize their dream, the sales channels, and we are constantly *MOTMa[ \WWS [QOVQÅKIV\ ZQ[S[ <PMa purchased a commercial lot, and built evaluating and anticipating trends. Our a 7,000-square-foot building with retail goal is to maintain proper year-round and back-storage space, classrooms, and inventory levels, and the combination of WNÅKM[ <PMa \ZQXTML \PMQZ W]\ZMIKP XZW- historical sales data combined with foregrams to include more schools, quarcasting keeps us in an in-stock position. terly special events, and free seasonal We realize most every sale.” seminars on weekends. Vendors were added, and product lines were expand.WZ \PM ÅZ[\ \QUM QV .Q[PQVO <IKSTM ed. The Begleys are conservationists, :M\IQTMZ¼[ PQ[\WZa 4Q\\TM :Q^MZ 7]\Å\\MZ[ and they selected both national and ZMKMQ^ML I 8MZNMK\ ;KWZM QV 5IZKP regional groups alike to work with. 2009. That new award sits next to their ¹1V ILLQ\QWV \W Å[PQVO IVL P]V\QVO TQSM 2004 Orvis Dealer of the Year plaque. Trout Unlimited, Ducks Unlimited, and 5QL )\TIV\QK" 8ZWXMZ 8ZMXIZI\QWV 8ZMCCA, we also focus on general interest ^MV\[ 8Q[[ 8WWZ 8MZNWZUIVKM OZW]X[ TQSM \PM 4Q\\TM :Q^MZ ?I\MZ[PML Friends of the Great Smoky Mountain -^MZ \PQVS WN W_VQVO Å^M ÆaÅ[PQVO 6I\QWVIT 8IZS IVL \PM /QZT ;KW]\[ º *M- retail stores? Tony Gehman of TCO gley said. “We are big supporters of the Fishing worked for 11 years to achieve 4Q\\TM :Q^MZ +PIX\MZ WN <= I[ _MTT º his goal. As the use of technology increased, /MPUIV WXMVML PQ[ ÅZ[\ [\WZM QV :MILthe Begleys studied, learned, and apQVO 8MVV[aT^IVQI QV ! ! )N\MZ PITN I XTQML <PMQZ ÅZ[\ [\MX _I[ KZMI\QVO IV information-based website. A few years later, they had another tough decision to make: the repositioning of a decade-old catalogue into a state-of-the-art website. “In 1996, paper and mailing costs were [QOVQÅKIV\Ta TM[[ M`XMV[Q^M \PIV IV e-commerce site,” said Begley. “In the ‘90’s it made sense for us to shoot, layout, print and mail a catalogue. Now it does not. So we folded our general consumer model into an e-commerce site. We now reach more than 100 times more customers than our catalogue ever LQL IVL _M ZMITQbM I [QOVQÅKIV\ KW[\ [I^QVO[ \W 4:7

dozen years, he had a taste for the business and made a decision to thoroughly [MZ^QKM \PM MI[\MZV 8MVV[aT^IVQI ÆaÅ[Ping market. Gehman studied dozens of markets, analyzed trends, created a J][QVM[[ XTIV IVL M[\IJTQ[PML I ÅVIVKQIT XTIV )N\MZ \PM [Q` 8¼[ _MZM LWVM KIUM \PM ZWTTW]\ *ZaV 5I_Z 8MVV[aT^IVQI QV 4ISM 8TIKQL 6M_ AWZS QV ;\I\M +WTTMOM 8MVV[aT^IVQI QV +IZTQ[TM 8MVV[aT^IVQI QV To most consumers and shop owners, it seemed like Gehman had struck the lottery and expanded, but that’s not true. “I had an idea, but it was big enough to sink me,” Gehman said. “The decade that I spent studying retail, real estate, IVL ÅVIVKQIT \ZMVL[ ÆM_ Ja 1 NWK][ML on how to make my plan work. My sales reps provided pockets of regional as well as national sales trends for review, and were very helpful. Ultimately I knew that I’d need to make a [QOVQÅKIV\ ÅVIVKQIT KWUUQ\UMV\ WV ZMIT estate, build outs, marketing, inventory, I 87; [a[\MU IUWVO W\PMZ Å`ML IVL variable expenses. It seems like the exXIV[QWV PIXXMVML W^MZVQOP\# [WUM\QUM[ it feels that way, even to me.” Gehman’s multiple brick-and-mortar locations resulted in a seldom out-of-stock scenario. By managing his inventory he achieves higher-than-industry standard inventory turns. continued on next page...

feature

¹4ISM 8TIKQL LQL VW\ Å\ Ua UWLMT and was an interesting growth opportunity. Many of our customers PIL JMMV \ZI^MTQVO \W \PM 4ISM 8TIKQL ZMOQWV IVL Q\ Å\ W]Z UWLMT ?Q\P W]Z TWKIT O]QLM VM\_WZS IVL W]Z Æa Å[PQVO [KPWWT[ \PM ZM[]T\ _I[ IV QV PW][M LM[\QVI\QWV TWKI\QWV :MUW\M UIVIOMUMV\ KIV JM LQNÅK]T\ J]\ QV this instance a partnership with Jerry Botcher at the Hungry Trout was critical. With his lodging and restauZIV\ QV KTW[M XZW`QUQ\a \W \PM Å[PMZa Q\ was perfect.” “The bottom line in this business is people,” Gehman said. “I hired the JM[\ 1 MUXTWaMM[ 1 KW]TL ÅVL IVL then trained them consistently. Our customers have responded, and our business continues to grow. The more you study, the more things fall into place.”

Northeast: Go Hard or Go Home Manhattan, NYC, America’s most cosmopolitan city, comes with one catch: it’s expensive. The new AberKZWUJQM IVL .Q\KP .QN\P )^MV]M was the most successful retail store in 2008 NYC. While their gross sales/ square foot ranged between $8000$10,000, $800/square foot is the average. With rents ranging from $450-$1380/square foot, every retailer has to hustle. And sandwiched in between the national retailers is Jon Fisher and his Urban Angler. Founded in 1988, The Urban Angler had been around long enough to have picked all the low-hanging sales fruit. )[ 6M_ AWZS¼[ XZMUQMZ ÆaÅ[PQVO venue, its two channels of distribution J][QVM[[ JZQKS IVL UWZ\IZ IVL UIQT order), foreign business, a guide net-

_WZS LM[\QVI\QWV \ZI^MT Æa [KPWWT[ clinics and outreach programs grew throughout the 1990’s. Fisher was in a comfortable place until a quadruple rent increase threatened. In a bold move, Fisher decided to expand. ¹5IZOQV[ QV ÆaÅ[PQVO IZMV¼\ I[ PQOP as in other industries, so when we outgrew our old location I needed to be very careful that our expansion didn’t KWUM I\ IV M`XMV[M \W W]Z XZWÅ\ margin,” Fisher said. “If I focus only on top-line sales growth I’ll go out of J][QVM[[ 1V[\MIL 1 [\]La /5:71 KIZMN]TTa IVL XTIKM XZM[MI[WV IVL ÅTT QV WZLMZ[ [W I[ \W MV[]ZM XZWÅ\IJQTQ\a º As a cost savings to The Urban Angler, Fisher relocated his store to a 3,300-square-foot space in the Flatiron District on Fifth Avenue. The location is in perfect proximity to his target customer base and foot \ZINÅK [W WVM XZWJTMU _I[ [WT^ML Still, the exorbitant rent did not allow NWZ I UIQT WZLMZ N]TÅTTUMV\ IZMI NWZ his overhauled Internet business. The solution? A second retail location in a less expensive area.

AnglingTrade.com / June 2009

While it sounds like the tail wagging the dog, Fisher made a strategic move in opening up Urban Angler, Arlington in Virginia. He bought an M`Q[\QVO ÆaÅ[PQVO J][QVM[[ \PI\ [\IaML true to it core tackle-model. The 3,500 square feet of retail space acKWUUWLI\M[ _ITS QV K][\WUMZ \ZINÅK and an additional 3,500 square feet handles back storage space for order N]TÅTTUMV\ ¹?M _MZM IJTM \W ILLZM[[ two issues, those being to expand our brand presence and increase our sales. Annual gross sales continue to climb as they have since our expansion.”

24

Conservation has been a big part of the shop’s business model for two decades. “There is a big green movement, and at one point or another we’ve been heavily involved with most KWV[MZ^I\QWV OZW]X[ <PM TQ[\ Q[ TWVO#

J]\ []NÅKM Q\ \W [Ia W]Z ZMKMV\ ILLQ\QWV Q[ *T]M 7KMIV KPW[MV JMKI][M WN W]Z [QOVQÅKIV\ QV^WT^MUMV\ QV \PM [IT\_I\MZ Å[PMZQM[ º

XWVL ITT QV IV IZMI _Q\P QVKZMI[ML \ZINÅK ÆW_[ ) KZMI\Q^M mezzanine design makes for additional retail space while allowing for indoor casting.

:WKSa 5W]V\IQV[" 1UXZW^Q[M )LIX\ 7^MZKWUM and Survive

“Savvy dealers look not just towards gross sales, but net XZWÅ\ 5ISQVO XZ]LMV\ J][QVM[[ LMKQ[QWV[ ZMOIZLQVO margin funded expansion plans. Industry standards are a given 50%, but many manufactures offer in season or promotional discounts of up to 65%. By realizing an extra $50.00 per rod sale extended across 50 rods, the $2500 adLQ\QWVIT VM\ XZWÅ\ N]VL[ IL^MZ\Q[QVO WZ W]\ZMIKP MNNWZ\[ IVL the positive trend continues.”

In 1996, Colorado Springs’ Dave Leinweber approached Angler’s Covey ownership with the idea of opening a satellite location. The business was founded in 1981, was growing, and a second location made sense. The second location did not happen, and as fate would have it, by 1999 Leinweber owned the retail business, the property and the loans in their entirety. “Shortly after I owned Angler’s Covey we had the total 0IaUMV _QTLÅZM \PI\ LM^I[\I\ML +PMM[UIV +IVaWV IVL affected Deckers. We feel those effects today. I just had to roll up my sleeves and work more creatively.”

I only need to look at my own bank account to know \PI\ _M¼ZM QV LQNÅK]T\ \QUM[ *]\ \PM[M NW]Z LMITMZ[ PI^M shown that growth is possible. And to a degree, Death of a Salesman’s Willie Loman was right when he said “the world is your oyster….but you can’t crack it open lying on a mattress.” at

Several years ago, Leinweber outgrew his space. “It needed more space. To arrive at a design I decon[\Z]K\ML \PM [XWZ\ WN ÆaÅ[PQVO QV\W [MK\QWV[ )\ \PM core is the cast, which therefore means that to successfully sell rods you need a place to cast. For most of the year, casting rods outside is a treat, but our winters are tough. My solution? I decided that we’d need an QVLWWZ IVL IV W]\LWWZ KI[\QVO IZMI 6M`\ ÆaÅ[PQVO Q[ an individual sport. As a retailer, I wanted full assortments of all vendors’ products. But they had to be inventoried properly with a focus on visual merchandising techniques and contribute to the bottom line. I approached each of my vendors with a proposal to work together, and we did. I wish I could just carry best sellers, but the reality is I’ll miss sales if I do. There is a balance that I study every day.”

Contact Information:

As a result, Angler’s Covey has an excellent representation of products from many manufacturers, and decisions are JI[ML WV /5:71

-Study your Market.

Leinweber is education-oriented, and devotes a tremendous amount of his time to bringing new participants into the sport.

The result? Angler’s Covey is now in a new location, housed in an 8,755-square-foot building, with 2,000 square feet rented to tenants, 5,000 square feet of selling space, two outdoor casting ponds, one indoor casting

Tony Gehman TCO Fly Shop ! 8MVV )^MV]M :MILQVO 8) ! ! 610-678-1899 ___ \KWÆaÅ[PQVO KWU

Jon Fisher The Urban Angler-New York 206 Fifth Avenue, 3rd Floot New York, NY 10010 212-689-6400 www.urbanangler.com Dave Leinweber Angler’s Covey 295 S 21st Street Colorado Springs, CO 80904 719-471-2984 www.anglerscovey.com

Tips of the Trade: 8TIV 8TIV 8TIV

-Community Involvement and outreach programs regardless of age.

-Solicit advice from manufacturers and sales reps and cross-reference with your own research and experience.

-Destination trips.

8TIV NWZ N]VLQVO

-Obstacles to success are KWV[\IV\ :MV\ QVKZMI[M[ ZM\IQT KWUXM\Q\QWV ÅZM[ drought, and deluge are a given. Focus on what you need to do to grow.

8TIa \W aW]Z [\ZMVO\P[ -Service the heck out of your customers. ;\INN \ZIQVQVO IVL 8ZWL]K\ Knowledge-rep clinic-ing are key. -Gross sales are important, /5:71 Q[ KZQ\QKIT

AW]¼ZM ITZMILa I Å[PMZman….become a retailer.

-Creative, out-of-the-box, solutions-oriented thinking wins the game. 25

AnglingTrade.com / June 2009

“We offer classes followed up by local guiding and then a TWaIT\a XZWOZIU ITT LM[QOVML \W SMMX Å[PMZUMV Å[PQVO We’re customer service focused, and have found numerous ways to differentiate ourselves.”

Byron and Paula Begley Daniel Drake 4Q\\TM :Q^MZ 7]\Å\\MZ[ 106 Town Square Drive Townsend, TN 37882 865-448-9459 ___ TQ\\TMZQ^MZW]\Å\\MZ[ KWU

RECOMMENDED READING

Reviewed by Kirk Deeter

We’ve talked a lot in recent issues of Angling Trade about how Æa \aQVO can buoy shop sales in a tough economy. Here is the catalyst for OM\\QVO XMWXTM \W \QM ÆQM[ _Q\P MNNMK\ _ZQ\\MV QV XTIQV TIVO]IOM Ja WVM WN \PM JM[\ Æa innovators in America, Charlie Craven. <W JM XMZNMK\Ta JT]V\ \PQ[ Q[ \PM JM[\ Æa tying book I’ve seen in years, period, because it goes well beyond the “how”

and d ives right into the “why.” Sure you get the step-by-step instructions to tie some of the most basic and effective patterns around, from Woolly Buggers to Stimulators, to Copper Johns, but the reader also learns why they should select certain materials for certain flies, and why they should attach and why they should proportion elements of flies the way Charlie does. I’ve always thought fly tying is as much about rationale as it is routine, and the rationale had always been sorely underserved in most books I’ve read. This book fills that need to a “T.”

It’s also worth noting that Stackpole did a nice job on the production end with high quality images and design. This book is an artifact. It had to be. Anyone who _IV\[ \W SVW_ PW_ \W \QM I 8ZQVKM nymph can get the recipe over the Internet. But here, the reader has a complete resource, with straightshot advice and instruction that would complement any tying bench or bookshelf. Get a copy and leave it by the active tying vise in your shop. Then get a bunch more to sell to your customers. Every tier you create will pay dividends. This is an ideal primer.

AnglingTrade.com / June 2009

Reviewed by Kirk Deeter

You should check W]\ \PMV sell) Miles Nolte’s compelling, honest, and gritty work in The Alaska +PZWVQKTM[. The work is a collection of semidaily reports from a season of guiding in Alaska. That, in and of itself, is ample fodder for some good storytelling, and Nolte doesn’t hold back. His writing appeals to me by virtue of its honesty and 26

[QUXTQKQ\a ;]ZM aW] OM\ \PM Å[P stories, but you also get the client meltdowns, the cold hamburgers, bloodied bodies, fatigue, bears... essentially the guide world all-access pass, and that ultimately makes the real Alaska experience come alive. The book is more than worth reading for its candor alone, and the visual images that the reader derives from all of that. It’s also an interesting project in that the content essentially backed its way into hardcover, having initially been posted on the message board of T he Drake magazine website. As such it wasn’t a “been there done that”

story, rather a “being here, doing this” thread that connected over 3,000 online message board readers from Singapore to Germany. It will be interesting to see how this website-to-book phenomenon works. My guess is that it is one of the few QN IVa ÆaÅ[PQVO JWWS[ \PI\¼[ JMMV released with its own audience already in tow, which cannot be a bad thing. Where there is substance there is value, and where there is value, books will sell. I have long believed that the ZMIT []J[\IVKM QV \PM Æa Å[PQVO _WZTL inevitably lives amongst the guides. There is plenty of all that in T he )TI[SI +PZWVQKTM[. You’ll enjoy it, and so will your customers. at

AWARD WINNING

fly rods

The kudos just keep coming ... “I haven’t found a distance it doesn’t cast well, with no effort on my part! Lays down a lot of leader, as gently as a puff of smoke.” – Buzz Bryson, Fly Rod & Reel magazine To read more raves about the Helios, visit www.orvis.com/heliosraves

Fly Rod & Reel Reader’s Choice 2008

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ESSAY

Reflections on a Mentor Written by Greg Thomas

I met Gary LaFontaine while negotiating the banks of the Clark Fork River on a cold winter day in Missoula. He  was  strolling  into  Hellgate  Canyon  along  a  trail  adjacent  to  the  University  of  Montana  campus.  I  was  stomping  out  of  Hellgate,  half-frozen  and  frustrated,  having  just  been  handed  my  ass  by  the  trout.

Photo Courtesy thebookmailer.com

“I  got  one,â€?  I  lied  when  LaFontaine  asked.  Noting  his  Ă†a ZWL IVL IV WXXWZ\]VQ\a for  one-upmanship  I  said,  â€œYou’ll  be  lucky  to  catch  I Ă…[P \WLIa Âş ILLQVO š\PM midges  aren’t  really  coming  WNN IVL \PM ZQ[QVO Ă…[P IZM in  the  middle  of  the  river.  I  wouldn’t  even  bother  if  I  were  you.â€?

LaFontaine  let  a  knowing  smile  creep  across  his  face  and  said,  š1 ][ML \W KI\KP [WUM Ă…[P PMZM [W 1ÂźTT I\ TMI[\ OQ^M Q\ I \Za Âş Then,  he  added,  â€œWhat  are  you  studying?â€? “Journalism,â€?  I  beamed.  â€œI’m  the  outdoors  writer  for  the  university  newspaper.  I’m  going  to  be  a  free-lance  writer  as  soon  as  I  graduate  this  spring.â€?

AnglingTrade.com / June 2009

“Well,  that’s  ironic,â€?  he  said.  â€œI  was  the  outdoors  writer  for  the  university  newspaper  about  20  years  ago.  Now  I  make  my  TQ^QVO _ZQ\QVO IJW]\ ÆaĂ…[PQVO Âş Then,  as  he  dug  in  a  pocket  for  his  business  card,  and  despite  that  juvenile  superiority  tone  in  my  voice,  he  made  an  offer:  â€œI  liked  going  to  school  here  and  it’s  a  great  program.  The  professors  teach  you  how  to  write,  but  I’ve  always  been  disappointed  that  they  don’t  teach  students  how  to  make  a  living.  Give  me  a  call  if  you  have  any  questions  about  the  business  IVL TM\Âź[ Ă…[P [WUM \QUM Âş

1 ZM\ZMI\ML \W \PM KZI_T [XIKM _PQKP PIZJWZML I LQZ\ ÆWWZ IVL a  $50  per  month  price  tag.  It  was  where  I  belonged  given  my  belligerent  and  embarrassing  rant  to  LaFontaine.  Earlier  that  LIa Q\ [MMUML IXXZWXZQI\M \W \MTT I [\ZIVOMZ PW_ Q\ _I[# I\ \PM \QUM 1 \PW]OP\ JMQVO I Æa Ă…[PMZUIV PIL I[ U]KP \W LW _Q\P demonstrating  expertise—on  and  off  the  stream—as  anything  MT[M :MKTQVQVO QV I \MV\ [\IZQVO ]X I\ M`XW[ML JMIU[ IVL I labyrinth  of  fresh  spider  webs,  I  determined  my  attitude  had  a  lot  to  do  with  how  I  and  fellow  newcomers  were  treated  when  MV\MZQVO ^IZQW][ Æa [PWX[ I[ QN _MÂźL \ZIKSML U]L IKZW[[ \PM ÆWWZ Ja I[SQVO \PM LQNNMZMVKM JM\_MMV I TIZ^IM IVL X]XIM# I [QVS \QX ^MZ[][ I [PWW\QVO PMIL# I JZWWS \ZW]\ ^MZ[][ I J]TT \ZW]\# \PM [\ZWVOMZ WN \PM \_W¸ @ WZ @# IVL ^IZQW][ W\PMZ basics  anglers  need  to  know  as  they  enter  the  sport.  Sometimes,  I  recalled,  we  didn’t  even  ask  questions  because  we  LQLVÂź\ _IV\ \W MVL]ZM \PM _ZI\P ?PMV _M ^Q[Q\ML Æa [PWX[ _M TWWSML \PZW]OP \PM Æa JQV[ IVL M`IUQVML \PM OMIZ IVL SMX\ our  ears  open  to  other  conversations,  trying  to  pick  up  the  information  we  needed  without  getting  lambasted.  Sitting  in  the  dungeon  that  day,  I  vowed  to  lose  the  prove-I’m-a-master  Ă†a Ă…[PMZUIV IJW^M ITT MT[M I\\Q\]LM \PI\ 1ÂźL XQKSML ]X 1 ^W_ML to  be  more  like  LaFontaine. 1\ _I[VÂź\ TWVO IN\MZ \PI\ Ă…Z[\ UMM\QVO _Q\P 4I.WV\IQVM \PI\ I  required  his  advice.  Over  the  years  I  called  him  on  many  fronts,  often  to  discuss  publishing  contracts  and  the  merits  of  particular  business  deals.  Sometimes  I  called  to  say  nothing  more  than  hello  and  to  talk  about  dogs,  which  we  shared  equal  passion  for.  Occasionally  we’d  meet  for  lunch  or  dinner  and  drinks,  sometimes  in  Missoula,  other  times  in  Deer  Lodge  or  Helena.  Always,  LaFontaine  offered  the  most  concise  and  WXMV QV[\Z]K\QWV 1 KW]TL Ă…VL IVL PM _I[ VM^MZ KWUXM\Q\Q^M even  when  I  penned  a  book,  Fly  Fisher’s  Guide  to  Montana,  that  ran  in  direct  competition  with  his  publishing  house’s  title  called  Montana  Fly  Fishing  Guide  East  and  West.

0M _IVLMZML QV\W \PM KIVaWV _Q\P I KWVĂ…LMV\ IVL MIOMZ OIQ\

One  time  I  asked  why  competing  with  my  book  didn’t  bother  him  and  he  said,  â€œGreg,  they’re  not  the  same  books  and  differMV\ I]\PWZ[ PI^M LQNNMZMV\ \ISM[ WV ^IZQW][ Ă…[PMZQM[ IVL \PI\ only  helps  the  common  angler.  Overall,  having  those  books  W]\ \PMZM JZQVO[ UWZM XMWXTM QV\W Æa Ă…[PQVO IVL Q\ UISM[ \PM experience  better  for  them.  That’s  good  for  all  of  us.â€?

<PI\ VQOP\ 1 XZWL]KML \PM J][QVM[[ KIZL NWZ I Æa R]VSQM ZWWUmate  and  he  crowed,  â€œYou  met  Mr.  Caddis!  That  guy  knows  UWZM IJW]\ :WKSa 5W]V\IQV \ZW]\ \PIV IVaWVM Âş

A  few  weeks  ago,  while  hanging  out  at  my  parents’  house  in  Seattle,  Washington,  my  father  and  I  saw  one  of  my  friend’s  bylines  in  a  magazine.  I’d  introduced  this  guy  to  writing  by Â

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signing him to a book deal with a publisher I used to work for. My dad said, “Greg, you’ve been able to help a few of your friends and several strangers to become pretty successful writers. You must feel good about that, right?”

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I answered, “Yes, I do and the only reason I’m generous in that regard is because of Gary LaFontaine. LaFontaine _I[ LQNNMZMV\# PM VM^MZ NMT\ \PZMI\MVML and only tried to help and that example made me a better person. Now my efforts bring more people into the business WN _ZQ\QVO IVL QV\W Æa Å[PQVO IVL UISM their experiences worthwhile. That’s very rewarding to me. It all started with LaFontaine. I owe him a lot.” The last time I saw LaFontaine he was restricted to a bed at a care center near \PM UW]\P WN \PM :I\\TM[VISM ?QTLMZness outside Missoula. I helped feed him and gave him water when he requested it. Shortly after, he died from Lou Gehrig’s disease, prematurely at 56, on January 4, 2002.

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During that last conversation, in typical fashion, LaFontaine told me he didn’t NMMT KPMI\ML# PM¼L LQVML _Q\P ZWaIT\a Å[PML _Q\P IUJI[[ILWZ[ IVL TMOMVL[ and led a life beyond his humble expectations. To this day his landmark book, +ILLQ[ÆQM[, is considered the statement on the subject and his life work MVPIVKM[ \PM LIQTa X]Z[]Q\ WN Æa Å[PMZ[ worldwide. Before I left his side for the last time he said, “Greg, writing is a burden, but it’s important, and you do it _MTT 3MMX _ZQ\QVO 3MMX Å[PQVO -VRWa your opportunity to share the experience with others.” 8MZPIX[ \PI\ _I[ I [\I\MUMV\ NWZ ITT of us to hear, especially poignant right VW_# L]ZQVO \PQ[ \QUM WN MKWVWUQK downturn our strength is in numbers and attitude. Don’t just bring a new one into the sport, also let them prosper and breed—one at a time, with respect, we persevere. at

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Advanced Shop Class:

Written by Joe Cermele

Teach more than fly-fishing 101 to boost sales and build better client relations ;IaQVO \PI\ I TIZOM XIZ\ WN Æa [PWX survival comes from the return client is no shocker. But to keep the loyalists walking through the door, shop owners must be top-notch teachers as well as great salesmen. Being able to convey the fundamentals of the sport goes beyond info found in books like “Fly Fishing For Dummies.” From bustling Anchorage to small-town +WJ]ZV 8MVV[aT^IVQI \PM [PWZM[ of Tampa Bay to the mountains of Montana, we grilled four shop owners in very different demographic areas to ÅVL W]\ PW_ \PMa QVKZMI[M [ITM[ IVL keep up their rep by teaching what we KWV[QLMZ \PM NW]Z MTMUMV\[ WN ÆaÅ[Ping, and doing so by thinking outside the box.

AnglingTrade.com / June 2009

Fly Selection: 2WVI[ 8ZQKM OM\[ I laugh every time a customers says, “The Adams are really hatching good

?PMZM KPWW[QVO ÆQM[ Q[ KWVKMZVML 8ZQKM NMMT[ \PI\ JMQVO IJTM \W \MIKP KTQMV\[ PW_ \W QLMV\QNa ÆQM[ VW\ R][\ what they represent, plays a huge part QV J]QTLQVO KWVÅLMVKM ¹8MWXTM KWUM QV ITT \PM \QUM _Q\P I JW` WN ÆQM[ IVL I[S UM _PI\ \PMa IZM º 8ZQKM M`XTIQVML ¹1N aW] KIV dump them on the counter and name them all, you’ve just taught that client what to ask for in the future. Handing [WUMWVM ÆQM[ IVL [IaQVO »][M \PM[M¼ doesn’t tell them the advantage of a parachute or beadhead.” 8ZQKM Q[ IT[W I JQO JMTQM^MZ QV VW\ pretending you know everything. Though he can walk clients through proper patterns for the local streams, many regular clients travel throughout 8MVV[aT^IVQI \W Å[P “If someone asks about a stream 50 miles away, I can probably give them \PM ÆQM[ \PMa VMML J]\ JMQVO _ZWVO Q[ bad for business, “ he says. “I’ll often ZMKWUUMVL I OWWL Æa [PWX QV \PI\ area.” 8ZQKM VW\M[ \PI\ \PMZM Q[ I PIJQ\ WN NM]LQVO JM\_MMV Æa [PWX[ PM KIV¼\ understand. By sending customers to other shops, they will learn more IJW]\ Æa [MTMK\QWV IVL JW\P [PWX[ come out looking good. “The next \QUM \PI\ O]a Q[ WV 8MVV[ +ZMMS PM¼TT JM QV \W J]a ÆQM[ º 8ZQKM [Ia[ ¹)VL if I’m lucky he’ll have just ripped his waders.”

them end up in his shop, World Wide )VOTMZ 7]\Å\\MZ[ ?Q\P []KP LQ^MZ[M water types and species in the state, Graham learned something very early on: the casting skills shops need to have covered revolve around species, season, and location as much as they do angler skill level. “If you come here looking for silver salmon, the elements of that casting style are miles apart from what the O]a TWWSQVO NWZ [UITT [\ZMIU LZa Æa action with grayling needs to know,” says Graham. “If someone needs to cast a heavy dumb-bell streamer, a few split-shot, plus a sinking head all in one stroke, naturally you have to be able to explain the fundamentals of that cast. But you also can’t forget to tell him to duck.” /ZIPIU Q[ I ÅZU JMTQM^MZ \PI\ PI^QVO the knowledge to thoroughly educate clients on the differences in rod speeds and materials will help them better understand casting basics. In turn, customers are more likely to step up to a high-end rod once they understand how design and material translates to better distance and accuracy.

today.” “I just answer, ‘yeah, Adams IZM _WZSQVO XZM\\a _MTT ¼º 8ZQKM [Ia[ “I won’t correct them and make them look stupid, but I won’t disagree ei\PMZ º 8ZQKM PI[ W_VML <PM .MI\PMZML Hook in the tiny town of Coburn for 11 years. His shop sits in the middle The Cast: Every season, thousands WN 8MVV[aT^IVQI¼[ 4QUM[\WVM KW]V\Za WN IVOTMZ[ ÆWKS \W )VKPWZIOM )TI[SI But if there is one element of casting _Q\P 8MVV[ +ZMMS R][\ LW_V \PM [\ZMM\ Luckily for Keith Graham, many of Graham pegs as the most important 30

for beginners, it’s distance. Though distance is crucial on Alaska’s big ZQ^MZ[ \PM NIK\ Q[ ]V[MI[WVML ÆaKI[\ers want to cast long. Over time, they TMIZV \PI\ Å[PQVO KTW[M WN\MV XIa[ JQO but no matter how much you stress that early on, they’ll shoot for that farthest riser. Teach them to throw TWVO XZWXMZTa IVL TM\ \PMU ÅO]ZM W]\ on their own that they won’t need to nine times out of ten. You’ve taught the client want they wanted to learn, and they’ll be back when they need \W SVW_ PW_ \W Å[P I \QOP\ XWKSM\ I\ rod length. The Presentation: “There’s one thing I can tell you for sure about the *QO 0WTM º [Ia[ .ZIVS ;\IVKPÅMTL “The water level changes weekly. So \PM Å[P IZM IT_Ia[ QV I VM_ XTIKM º Twenty-six years as a guide and owner WN *QO 0WTM <ZW]\Å\\MZ[ VMIZ ?Q[M where the angler casts straight across \W \PM JIVS _Q\P I _M\ Æa ][QVO VW strike indicator and without mending the line.

:Q^MZ 5WV\IVI PI^M UILM ;\IVKPÅMTL I ^MZQ\IJTM Æa OWLNI\PMZ WN \PM Big Hole Valley. And his experience PI[ \I]OP\ PQU \PI\ \PM ÅZ[\ SMa \W \MIKPQVO Æa XZM[MV\I\QWV PI[ VW\PQVO to do with patterns, lines, or rods. “Look at a river like the Missouri. It’s a tailwater, so the levels and the holding locations are predictable,” StanchÅMTL [Ia[ ¹.QO]ZM W]\ _PMZM \PM Å[P hold and you can pretty much present ÆQM[ \PM [IUM M^MZa \QUM *]\ WV \PM Big Hole, presentation varies month to month, week to week, day to day.” )[ IV M`IUXTM ;\IVKPÅMTL KQ\M[ \PM early-spring method of “tightlining,”

“You have to present so your line is tight and you can see the end of the Æa TQVM \_Q\KP I\ \PM [\ZQSM º PM M`plained. “Tie on an indicator and the Æa LZIO[ *]\ QN aW] TWWS I\ JI[QK _M\ Æa XZM[MV\I\QWV \PM JWWS[ \MTT aW] \W cast slightly upstream and use an indicator. That doesn’t usually work here in April. A few weeks later, tightlining Q[ W^MZ <PM Å[P IZM WNN \PM JIVS[ 8WQV\ JMQVO QN aW] LWV¼\ SVW_ M`IK\Ta PW_ aW]Z Å[P [\I\QWV \PMU[MT^M[ PW_ aW] X]\ \PM Æa QV NZWV\ WN \PMU doesn’t make much difference.” While presentation angles change Y]QKSTa ;\IVKPÅMTL LWM[ JMTQM^M \PI\ ITT ZQ^MZ[ PI^M W]\Å\[ XMZNMK\Ta []Q\ML to their challenges. “Though it can take time to teach the behavior of area trout, I can tell I KTQMV\ I VQVM NWW\ Å^M _MQOP\ ZWL continued on next page...

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is going to be the best choice for achieving almost every presentation you need to make in the Big Hole,” he says. “It helps a lot when the angler starts out knowing he has the right tool for any situation.” The Fight: If there’s a man who knows a thing or two about the end OIUM _Q\P JQO Å[P WV \PM Æa Q\¼[ Dave

Chouinard. He opened The F ly 0I\KP QV :ML *IVS 6M_ 2MZ[Ma QV 1993, where customers looking to battle striped bass, false albacore, and tuna accounted for a lot of business. Chouinard recently moved out of the Northeast and took his operation with him to Tampa Bay, F lorida. <IZXWV J]TT ZMLÅ[P IVL JZ]Q[MZ snook are his new area of expertise. “Most importantly, what people need to learn early on about the ÅOP\ Q[ \PI\ I Æa ZWL Q[ VW\ I [XQVVQVO ZWL º +PW]QVIZL [Ia[ ¹:MMTQVO with the tip vertical over your head is really only useful for picking up slack line in a hurry. Where a spinning rod is the glue between your TQVM IVL I LZIO I Æa ZWL Q[ UWZM I tool for controlling the angle of the \PQKS Æa TQVM º )KKWZLQVO \W +PW]QVIZL \PM ÅOP\ Q[ about understanding the resistance of that line and using the rod to best manage that resistance. But that’s not to say rod speed and strength don’t play a vital role.

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“The goal is to maintain steady pres[]ZM \PZW]OPW]\ \PM ÅOP\ º PM [Ia[ ¹:WL[ IZM OM\\QVO NI[\MZ IVL NI[\MZ and understanding how pressure applies to your rod is as critical as knowing when to palm a reel. But unless clients want to get very deep into how different rod materials perform, I prefer to keep it simple. I will JM \PM ÅZ[\ \W \MTT \PMU \PW]OP \PI\ UIVa WN \PM[M ÅVM KI[\QVO ZWL[ IZM VW\ \PM JM[\ NWZ ÅOP\QVO <PMZM¼[ \WW TQ\\TM ÅJMZOTI[[ [KZQU QV \PM ZWL <PMa cast like lethal weapons, but under heavy-handed duress, they explode.” .ZWU I [MTTQVO XMZ[XMK\Q^M \PM ÅOP\ boils down to deciphering when a customer wants to look good tarpon Å[PQVO IVL _PMV WVM _IV\[ \W KI\KP tarpon. The theory applies to almost every species. at

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HARDY JUMPS

THE POND Written by Kirk Deeter

net  worth  in  the  past  few  years  is  keeping  his  money  on  the  sidelines.   The  bling  is  gone.â€? While  this  portends  bleak  near-term  sales  for  many  retailers,  Murphy  thinks  \PM \ZMVL UWZM IKK]ZI\MTa ZMÆMK\[ IV adjustment  that  will  track  the  market  back  to  more  traditional—perhaps  more  sustainable—sales  and  growth  trajectories  for  the  long  term. š1 \PQVS \PM ÆaĂ…[PQVO QVL][\Za Q[ ZM\]ZVing  to  its  historical  base,  and  its  historical  OZW_\P ZI\M NZWU JMNWZM \PM UW^QM ) :Q^MZ :]V[ <PZW]OP 1\ !! _PQKP is  between  three  and  seven  percent  annually,â€?  Murphy  said.   â€œWe’re  going  to  Ă…VL \PI\ \PM KWZM UIZSM\ Q[ [\QTT OWQVO to  be  the  person  who  makes  the  leisure  commitment,  who  has  the  time,  money,  QVKTQVI\QWV IVL [SQTT \W JM ÆaĂ…[PQVO Âş Certainly,  Hardy  is  familiar  with   that  history.

AnglingTrade.com / June 2009

Alnwick, England-based fishing tackle icon Hardy & Grey’s has been positioning to make a big splash on this side of the pond for many months now.

Interestingly,  however,  the  products  proL]KML Ja /ZMaÂź[ IKY]QZML Ja 0IZLa QV 1999,  Grey’s  manufacturers  in  Asia,  and  markets  products  at  lower  pricepoint),  The  company  hired  Jim  Murphy,  a  Depression  and  other  economic  crises.   now  allow  the  company  to  span  the  [MI[WVML Æa QVL][\Za QV[QLMZ 5]ZXPa It  even  had  its  shop  bombed  in  World  consumer  price  range  gamut  far  more  NW]VLML JW\P :MLQVO\WV <IKSTM +W IVL War  II.   Through  it  all  the  art  and  cul- effectively  than  ever  before.   Call  it  the  šaQV IVL aIVOÂş WN \PM VM_ Æa UIZSM\ Albright  Tackle  Co.)  to  take  the  reins  as  ture  of  angling  has  a  way  of  transcendpresident  of  Hardy  North  America.   The  ing  even  the  most  trying  circumstances,  paradigm—high  end  product  that  underscores  what  Murphy  called  Hardy’s  company  broke  off  a  seven-year-old  disand  Hardy  has  played  a  prominent  â€œcomfort  brandâ€?  positioning  on  the  tribution  agreement  with  Cortland,  and  role  in  making  that  happen. one  end,  and  Asian  manufactured  gear  spent  more  than  $1,000,000  to  create  a  _PQKP 5]ZXPa KMZ\IQVTa PMTXML XQWVMMZ That’s  n ot  t o  s ay  t he  c ompany  i s  state-of-the-art  14,000-plus-square-foot  QV\W \PM = ; Æa UIZSM\ Ă…TTQVO IVW\PMZ counting  o n  t radition,  h owever  headquarters  and  distribution  facilniche  entirely. to  guide  its  future.   If  anything,  Q\a _PQKP KIZZQM[ W^MZ LQNNMZMV\ says  Murphy,  the  margin  for  error  products  in  the  Hardy  and  Grey’s  lines)  To  wit:  Hardy  reels  still  carry  the  day  in  for  anyone  looking  to  weather  the  QV 4IVKI[\MZ 8MVV[aT^IVQI 1\ IUXML  many  regards,  and  among  many  U.S.  current  market—manufacturer  or  up  marketing  efforts,  as  well  as  new   retailers  carrying  Hardy.   Look  for  a  new  ZM\IQTMZ¸Q[ VW_ QVĂ…VQ\M[QUITTa [UITT ;\ /MWZOM ZMMT QVQ\QITTa QV\ZWL]KML QV \PM product  development. ! [ \PM ;\ /MWZOM ZMÆMK\[ \PM \ZILQMurphy  explains  that  the  current  And  then,  like  every  other  company  \QWV WN \PM *W]OTM IVL \PM 8MZNMK\ 7V market  is  shaped  by  three  critical  QV \PM ÆaĂ…[PQVO UIZSM\ Q\ KIUM NIKM the  Grey’s  side,  models  like  the  Streamtrends:   â€œOn  the  low  end,  guys  are  to  face  with  the  realities  of  a  severe  Ă†M` _Q\P _IZZIV\a IZM LM[QOVML Ja buying  inexpensive  gear,  and  that’s  global  recession. 0W_IZL +ZW[[\WV _PW _WV \PM KI[\QVO what’s  ringing  the  cash  registers  more  KWUXM\Q\QWV I\ \PM ..: [PW_ A  worst  case  scenario? than  anything  now.   There  used  to  be  an  â€˜aspirational’  market  in  the  middle  On  both  ends,  Hardy  North  America  Well,  not  good  news,  to  be  sure.   Like  ZIVOM _PMZM KWV[]UMZ[ _W]TL W^MZ is  working  to  expand  its  retailer  footmany  other  industry  manufacturers,  reach  s omewhat  o n  p roduct  p urchases,  XZQV\# 5]ZXPa VW\ML \PI\ \PM KWUXIVa Hardy  &  Grey’s  is  feeling  the  pinch  and  and  t hat  i s  1 00  p ercent  g one  n ow.   A nd  has  long  been,  and  will  continue  to  be,  has  had  to  adjust.   on  the  high  end,  the  consumer  who  committed  to  a  â€œspecialty  shops  sellwould  purchase  expensive  tackle  is  now  ing  specialty  products.â€?   To  learn  more  But  Hardy’s  seen  worse  and  persevered  extremely  careful  and  skeptical.   The  in  the  past.   Founded  in  1872,  Hardy  IJW]\ \PM KWUXIVa ^Q[Q\ Æa PIZLaĂ…[PQVO has  been  through  the  likes  of  the  Great  guy  who  has  lost  30-60  percent  of  his  com/en-us. at 34

1890 PERFECT

1911 ST GEORGE

1913 ST GEORGE

First flyreel with adjustable check run on ball bearings.

First large arbour flyreel.

First flyreel featuring a quick release spool.

1989 GOLD SOVEREIGN

2008 DEMON

First flyreel with tool-less left- to right-hand wind conversion.

First flyreel with adjustable locking mechanism for cassette reels.

HARDY. INNOVATION, NOT IMITATION.

Since 1872, Hardy has designed and developed some of the world’s finest fishing equipment from our headquarters in Alnwick, England. To continue this tradition today, our experienced craftsmen blend quality and innovation, wisdom and passion. Just like the very best fishermen do. Hardy North America, shipping from Lancaster Pennsylvania from October 2008. For details contact info@hardyna.com

www.hardyfishing.com

BACKCAST

Reach out and touch someone. Lots of someones. More often the better.

At a time when discretionary income is as wobbly as a worm-eaten cane pole, the solution to boosting sales is as simple as grasping customers by their vest patch and giving a gentle shake. Nothing violent mind you—just enough to let them know that both of you share a passion for the greatest sport in the world and nothing as mundane as a little economic wobble should get in the way.

--From his Los Angeles Basin launch pad, Marriott is []ZZW]VLML Ja XMWXTM J]\ VW\ UIVa Å[P¸I\ TMI[\ VW\ the type that titillate anglers who g ravitate to conven\QWVIT Æa \IKSTM X]Z[]Q\[ 0Q[ JM[\ \ZW]\ [\ZMIU[ QV \PM ;QMZZI[ VMIZ *Q[PWX IZM Å^M PW]Z[ I_Ia --Two thousand miles east at The Fish Hawk shop in VWZ\P )\TIV\I /IZa 5MZZQUIV NWZ \PM XI[\ Å^M aMIZ[ PI[ JMMV ÅOP\QVO I KZQXXTQVO LZW]OP\ VW_ I ZMKM[[QWV <PM LZW]OP\ ÅVITTa JZWSM ZMXTIKML Ja I ÆWWL <PM recession never went anywhere. 1V :WKSNWZL 5QKP UQTM[ VWZ\P WN /ZIVL :IXQL[ there’s never been a question about the true nature of the enemy. “When Delphi, the auto parts maker, closed its factory,” it cost 2,500 jobs,” said Glen Blackwood, who has owned the Great Lakes Fishing Company 20 years. “I can identify 38 of my customers, good customers, who vacated the area. Do the math on that.” Three widely separated shops with problems that appear as disconnected as the locations. The remarkable part is the similarity in the solutions. From aggressive e-mail campaigns to direct snail mail to actual face time, all three operators have taken a common approach to staying connected to those longstanding and loyal customers that form the backbone of any business. “We’ve used aggressive e-mail campaign campaigns, constant contact, “ Merriman says of a tactic that also includes regular weekend programs featuring tackle reps, demonstrations and drawings. “Anything that might get them into the shop and keep our name in front of them.” This a lso entails d irect mailings of customer appreciation c ertificates, 2 5 p ercent d iscounts o n s elect merchandise redeemable in a prescribed time frame. “We cleared it through the reps. It’s just a general KMZ\QÅKI\M J]\ Q\ KZMI\M[ I _WZTL WN OWWL _QTT I[ XIZ\ WN keeping those regular customers coming to the shop.”

AnglingTrade.com / June 2009

Marriott, too, relies heavily on e-mail.

36

“The days of sitting back minding the status quo are over with,” declared Bob Marriott, who has tended the store that bears his name in Fullerton, Calif., for more than 30 years.

¹?M LW I TW\ WN JTI[\[ IVa\PQVO _M KIV ÅVL I[ IV excuse without seeming overbearing. We still have our customer base and they show up when we do something to get their attention.”

*WJ 5IZZQW\\¼[ .TaÅ[PQVO ;\WZM Q[ IUWVO \PZMM [PWX[ chosen for this review, each for a d ifferent a nd LQNÅK]T\ ZMI[WV

His tactics include direct mail cards in cooperation with ÅZU[ []KP I[ 7Z^Q[ IVL ?QV[\WV continued on next page...

BACKCAST

“We had this seminar where the attraction was to come out and cast rods. It was amazing how many people showed up and how many walked out with a little bag of gear in their hands.” Merriman faced a particular challenge in the drought that almost LZQML ]X \PM +PI\\IPWWKPMM :Q^MZ \PI\ UIZ^MTW][ \IQT_I\MZ ÆW_QVO through Atlanta just a short cast from his shop. “Then this spring the rains came back again, and the river wasn’t Å[PIJTM NWZ [Q` _MMS[ ?M TW[\ I month of the season we’ll never get back.” Against this backdrop, Merriman strives to keep connection, a balancing act not as easy as it seems.

“I had this guy who’d been a customer since he was a kid who called and told me he could buy a product on line at 30 to 40 percent off.

While Merriman’s business i s down, he is buoyed by a m etro of three million people where the economy has remained relatively stable.

“The thing was, he wanted to do business with me and he was embarrassed to make the call, but thank goodness he did. I tell people to talk to me, that I’ll work with them.”

Not so Blackwood, who w atches an almost daily out-migration, many who formed a key p art o f his customer base. To c ombat this, h e takes a n u p-close-andpersonal tack.

The Merriman’s challenge is deciding how much that break will be.

“I think it’s all about going b ack to an old school approach o f f ace time and personal touches a nd what I hate to call telemarketing, but I guess that’s what it is.

“It’s hard to put a percentage on it. I’m not going to go the on-line route of discounting everything. I’d feel terrible if I did that. That’s not what made me a shop in 1974 and I’m not going to do it now.”

GET AWAY.

FAR, FAR AWAY.

“We keep up with customers we know have been in the B ahamas. We tell them we’ll take t heir reel apart in get things back i n g ood shape. We call folks to remind them we’ll get their gear ready for steelhead season.” Down South, Merriman h as embarked o n a p ersonal belttightening in addition to h is own litany of personal touches. “I’m buying on a 30-day turn instead of 90 or 120. I’m n ot nearly as lax with inventory a s I used to be when I was taking i n more dollars and had plenty o f money.” Drought and f lood aside, Merriman is starting to s ee s ome break in the weather. ¹8MWXTM IZM [\IZ\QVO \W NMMT JM\\MZ about things. I hear them s ay, ‘Hell, I can’t make any m oney, I ’m going fishing’.”

PONTOON BOATS

~ FLOAT TUBES ~ RAFTS www.outcastboats.com ~ 800.966.0976

Which is about as touchy-feely a s it ever gets. at

30 Years TOP FLY PICKS of 3 Decades

*202&+))2

30 Years of FR&R

A BASS CLASSIC

The Devil Bug

Lnff^k

Mkhnm Ldbeel

Fishing the Hopper Hatch Jackson One-Fly Lessons Tie a Go-To Mayfly Spinner

1979

2009

Experience Sells For 30 years, advertisers have looked to Fly Rod & Reel as one of the most effective ways to reach affluent consumers—anglers who read FR&R for the great stories, great writing and great thinking. It’s simple: The best way to reach an audience that buys fly-fishing products is print advertising. Share your advertising message with Fly Rod & Reel’s unique and proven readership. It’s not about free distribution or impressions—it’s about readers seeing your product or service in an environment they enjoy, believe in and, through subscriptions and newsstand purchases, pay for. And just by reading this message you know: print advertising works.

Call 1-800-766-1670 ext 447 Or e-mail jhealy@flyrodreel.com

Save the Date

Reel Business Opportunities FLYFISHING RETAILER IS ENDORSED AND SPONSORED BY THE AMERICAN FLYFISHING TRADE ASSOCIATION.

SEPTEMBER 10-12, 2009,

FOR THE LATEST SHOW INFORMATION GO ONLINE TO FLYFISHINGRETAILER.COM

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