AT_issue10

December2009AnglingTrade.com

INSIDE THE VALUE ISSUE The Value of Vision / Slump Busting, Part II / Fly Fishing’s Cousin / Retailer Profile / The New Value Paradigm / Virginia Festival

TRADE

the buzz on the flyfishing biz

®

AnglingTrade.com / Decem

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Departments6 Editor’s Column

Let’s See Action. The time for talk is over... as an industry, we need to put creative thoughts to work, now, and take a few risks along the way. By Kirk Deeter

8 Currents

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

34 Recommended Reading

Free, an extraordinary exploration of the new “value” paradigm by Wired editor Chris Anderson, can and should completely overhaul the way you approach marketing; Also, kids reading with Olive the Woolly Bugger.

46 Backcast

Virginia Fly Fishing Festival Draws Folks from Hundreds of Miles... And Value is How.By Charlie Meyers

CONTENTS

Editor

Kirk [email protected]

Managing Editor

Tim [email protected]

Editor-at-Large

Charlie [email protected]

Art Director

Tara [email protected]

Copy Editors

Mabon Childs, Sarah Warner

Contributing Editors

Tom BieBen RomansAndrew SteketeeGreg Thomas

Contributors

Ben Christensen, Will Rice, David Rose, Steve Schweitzer, Roy Tanami

Photos unless noted by Tim Romano

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

Printed in the U.S.A.

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

Mail Address:PO Box 17487Boulder, CO 80308

Street Address:3055 24th StreetBoulder, CO 80304

AnglingTrade.com

Features24 Slump Busting, Part IIThe golden rule of marketing is “know thy customer” (and service, service, service). Here’s part II of a series on the cold hard facts of marketing in tough times, specifically focused on how you can understand your customers better, at little cost to you. By Steve Schweitzer

30 Fly Fishing’s CousinLooking for a new value platform to expand your business? Consider center pin fishing, fly fishing’s cousin endeavor. By David Rose

36 Retailer ProfileFine art, kayaks, and authentic Texas charm are the value ingredients at Haines’ Fly Shop. By Ben Christensen

40 The Value of Vision.Eyewear is one of the most cost-efficient sales platforms for any shop, but understanding performance is the key to tapping that value. Here are four “vision” angles from four key players in the market. By Kirk Deeter and Will Rice

TRADE

the buzz on the flyfishing biz

®

6 0 0 0 S E R I E S

One man’s passion, expressed in aerospace-grade aluminum

and carbon ! ber. A love song to bone! sh, steelhead, stripers,

tuna or any drag-smoking denizen of the deep or shallow.

A fully sealed, crank-it-down, tarpon-stopping, all-graphite power

disk brake with 6X-saving, ultra-slick startup not that you’d ! sh

6X for tarpon but you get the idea. Pure butter. Smooth like silk.

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mind of our resident rocket scientist. Built by Sage. Feel the love.

© 2009 All rights reserved.

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CONTRIBUTORS

Roy Tanami Roy Tanami is a photographer, writer and fishing guide based in Vancouver, BC. He is the author of the book Angling the World from Lyons Press, and his work appears in many commercial and editorial outlets in the fly fishing world. Roy’s a steelhead junkie, but has also cast a line for most other species in the world. Much to his chagrin, he has not yet hooked a permit.

Steve Schweitzer Steve Schweitzer is the former vice president of sales and marketing for Whiting Farms. His written work has appeared in The Wall Street Journal, Trout, Fly Fisherman, and over a dozen books on the sport. We asked him to weigh in with part II of his “Competing in a Slow Economy” feature from our June 2009 issue.

Ben Christensen Ben Christensen lives with his family on a cattle ranch on the Gulf coast in South Texas. An avid saltwater angler, Christensen is a former outdoors editor for Freedom newspapers who currently teaches high school English. A former enlisted infantry Marine, he is also a veteran of the conflict in Iraq, where he served from 2004-2005.

Will Rice Will Rice is a freelance writer and angler from Denver, Colorado, and a frequent contributor to Angling Trade. He is a contributing editor for The Drake magazine and his articles have appeared in the Denver Post, Salt Water Fly Fishing, and The Flyfish Journal.

David A. Rose David A. Rose is a writer, author, photographer, and fishing guide who lives in the Traverse City, Michigan, area. He’s now been in the outdoor educating business well over a decade, and become one of the state’s most influential writers and promoters of fishing.

FISH COUNTERIntroduces the World’s First

Available in: Rainbow Trout, Brook Trout, Golden Trout

and Brown Trout

Support catch and release

Keep accurate count of your daily catch

Track up to 100 fish

Artwork by Joe Tomelleri

Please visit our website for a list of fly shopsFly shop/distributor inquiries welcome

942 Quarry Street, Petaluma, CA 94954 707.763.7575

[email protected]

24 Piece Display

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EDITOR’S COLUMN

Think on that a little… especially as it

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My favorite quote of all time is from Will Rogers, who said: “Even if you’re on the right track, you’ll get run over if you just sit there.”

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hence the reason

Angling Trade

Field & Stream

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The Recreational Boating & Fishing Foundation (RBFF)

(ASA)

increase

Product Buzz

Angling Trade

Industry BuzzIndustry Trade Show Taking New Direction

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Angling Trade

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The Scott S4S

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“Stinger”

Ross Reels USA/Ross Worldwide

RossTec rod and reel cases

continued on next page...

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Simms Fishing Products

“HardBite”

“No Fly Zone”

Cloudveil’s

Hellroaring Wading

Pant

Redington’s Eco Grip Rubber Sole Boot

Balance adjustable reel arm

Reach Spey rods

Journey youth

CLA Vexsis reel series


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scuff-resistant life; ballistic mesh between the outsole and upper to keep out pebbles and debris; mesh side panels to aid draining; and a

and ensure solid wading.

“As a company, Redington is really proud of our Eco Grip boot,” said Jennifer Gish, Marketing Coordinator at Redington. “For dealers and retailers to select it as ‘Dealer’s Choice’ means a lot to us and validates our dedication to

products for anglers around the world.” MSRP is $129.95, see redington.com.

launched a number of variations on its line

lines (a Saltwater Clear Tip and Tarpon Intermediate). But the real buzz is around the company’s new

lines - designed in conjunction with noted streamer

in 150 to 400 grain weights (for 5 through 12 weight rods). They are smartly engineered to turn over big bugs, and applicable in a huge

and otherwise. MSRP is @ $69.95;


recently announced an addition to its brand

avid outdoorsmen--a new soft touch

the option of gray, amber, copper or yellow Polaré polarized, scratch resistant lenses. Cocoons have MSRP of $44.95, for more info visit cocoonseyewear.com

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, announced the release of the

“With the new Aluminum Pliers with HubLight, we took the common

conditions and adapted a simple

founder and CEO Bill Brauner. “We’re always looking to create ‘Simply Smarter’ products that bring solutions to problems we regularly encounter while on the river or outdoors.”

The Aluminum Pliers with HubLight are rust-proof, feature SPG’s patented Hub-Lightä and are designed to

environments. The Hub-Lightä beam rotates with the plier jaws so you never lose the illumination point – a key feature especially for those early dawn and late twilight outings. The Hub-Lightä provides white LED, is

hearing aid batteries. MSRP is $129.98 and the product will be available to

2010. www. streamworks.com

commitment to kayaking

dimension with the introduction of its available as an accessory to any Hobie MirageDrive pedal-propelled

boat. This Hobie-designed system integrates a Torqeedo electric motor with two easy-to-use mounts, one that

slips into Hobie’s MirageDrive pedal

Twist and Stow rudder. The Hobie eVolve rudder-mounted motor can be used by itself or it can be combined with the MirageDrive pedal system

and emissions-free motor to navigate current-ripped bays and coastal tours or for a quick run across the lake to


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eVolve will be available at an MSRP of $1899; see hobiecat.com.

Colorado retailers should take time to check out Tecthat company’s offering of

, and for notable Centennial State waterways (the company also covers the Green River and San Juan). Guidebooks

shaded-reliefs USGS and National Geographic topo maps divided into river section, and bound together by carabiner for easy access. They are fully laminated (waterproof), and feature public put-ins, hot

etc. for an MSRP of $21.95. River Maps, are just that, also containing

waterproof format… hook is, they

can be customized with client photos, and other accents that make them keepsakes, guide trip mementos, and gifts, as well as functional resources.

Most of Colorado’s major trout streams have public access. It’s not always a simple matter to determine what is public, though. To inform anglers of public access,

(hiddenlakespress.com) now publishes digital maps for the Colorado, Blue, Yampa, Rio Grande, Eagle, Gunnison headwaters, Poudre and Laramie rivers. Each river map is viewable in Adobe Reader with

print in color. The number of maps varies depending on the distance of each river. The Eagle River is covered with four maps, while the Yampa uses 13 pages. Each river also has a page for hatch charts and

another for map symbols and color code for surface ownership. These maps inform anglers, rafters, and kayakers of where they may access the water without trespassing. Unlike other river maps, these maps are easy to replace when a page becomes worn or soiled. Also, these maps show

how much access is available.

The maps are available online at . To facilitate fast

service on map orders, they can be downloaded once an order is received and credit card purchase is approved. The buyer will receive by email a link to download the maps. The order can be delivered in as little as one hour. Cost varies by the number of pages needed for each river and runs from


Higher Profi tsThe most favorable and profi table dealer terms let you earn the highest margins and make the most profi ts.

Exclusive DistributionScott is committed to specialty fl y shops. Our distribution is tightlycontrolled, so you won’t fi nd Scott in the big box and we won’t over-saturate the market.

InnovationNew for 2010 - the S4s high performance saltwater rods – Winner of the Dealer’s Choice Award at Fly Tackle Retailer.

The Scott Custom ShopGiving specialty retailers a truly unique product to sell and theability to differentiate themselves from the crowd.

Just a few of the reasons that Scott is the specialty fl y rod brand for dedicated specialty retailers.

Scott Fly Rod Company | 2355 Air Park Way, Montrose, CO 81401 800.728.7208 | scottfl yrod.comScott Fly Rod Company | 2355 Air Park Way, Montrose, CO 81401

The Scott Difference

Angling_Trade_Scott_ad_pm.indd 1 11/19/09 3:52:24 PM

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$7.95 to $10.95. Anglers can review the rivers covered at TroutGear.com. Also available is a CD, ‘Colorado River Maps’ which contains all of the eight rivers that are sold separately as downloadable products. Retail price is $47.90. Hidden Lakes Press also publishes angling guide “E-books” on CD for rivers in Colorado, including ‘Fifty Colorado Tailwaters’, ‘Trout on Colorado State Lands’, and ‘Fly Fishing the Flat Tops’. Retailers receive a 40% to 50% discount depending on number of products ordered.

Fly Rod & Reel recently launched a new book imprint (Fly Rod & Reel

inaugural titles, Freshwater Game

Fish of North America by Peter Thompson and In Hemingway’s

Meadow: Award-Winning Fly-

Fishing Stories. Freshwater Game Fish of North America captures the natural

to bass to dozens of types of trout. In Hemingway’s Meadowever collection of stories from the Robert Traver Fly-Fishing Writing Award, which Fly Rod & Reel has co-sponsored for 15 years with the John D. Voelker Foundation. “Unusual diversity and consistently engaging stories—these are the hallmarks of this marvelous new collection,” says Nick Lyons. “A great book for

Contact Linda Callahan at 1-800-

[email protected] to order

these books. Dealer terms are 47 percent off cover price, returnable. Also look for reviews of these titles in future issues of Angling Trade.

Services

announced an online resource designed to let consumers design

unique, and personal, one built

Called the (scottcustomshop.com). Customers can choose from the latest in high tech corrosion free components, and blanks. Best of all, from a retailer’s perspective, Scott pays dealer margins (without requiring front-end

checkout from the site and select their referring shop.

is a web-based reservation management system

that allows a shop or lodge staff to quickly and accurately enter bookings, assign guides and lodge rooms, and correspond with clients via E-mail. Guides can log into the system to update availability and

check schedules. LodgeRunner can also be used to display availability of guides and lodge rooms on business websites, take online bookings, and accept credit card payments. All information is safe and secure, and can be accessed from any

Internet browser anywhere in the world. For more information contact Andrew Harris at 530-632-3465, or see LodgeRunner.com.

Says

who will slap some solar electric panels on your roof in the city, and hook you up to the utility grid. But in the most remote corners of the world, all bets are

off—especially if you have a business to run that depends on electricity. If your only reliable power source is a gasoline generator, the costs of

plane or helicopter pile up fast. And if something goes wrong, spare parts and backup systems may be weeks away, with very high costs to bring them in.

“The worst part is that when power systems are not specially designed for

they fail, provide inadequate energy, or both. Then people get the idea that renewable energy doesn’t work, after investing lots of money in it,”

, renewable energy author. “Renewable energy does work,” Fink said. “You just have to get it right from the very beginning.”

Fink and business partner Dan Bartmann are now offering renewable energy system design, troubleshooting

“An easy-to-live-with renewable energy system for Nicaragua’s Caribbean coast is a completely different animal than one to meet the same electricity needs in northern British Columbia,” Fink said. “The salty air of coastal Nicaragua can disable your solar panels and wind turbine from corrosion during a single rainy season, while in BC the grizzly bears may actively try to reduce the


MercuryCSCRIO090002RIo Brand AdTrim Size: 8.375”x10.875”Color: 4cType: MagazinePub: Angling TradeDecember 09

RIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHORIO GLOBAL HE ADQUARTERS, IDAHO FALLS, IDAHO

OBSESSED WITH YOUR NEXT CAST. RIOPRODUCTS.COM

Sales and production are often at odds around here. Production says that time on the water benefits the product—which benefits you, the customer. But when orders are running high, that’s just more time in the factory, right? Not exactly. Because this dispute is likely to get settled at the one place everyone can agree on: the river.

OUR PRODUCTION TEAM IS BUMMED.

OUR SALES FORECASTCALLS FOR A 5% INCREASECALLS FOR A 5% INCREASE.


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shreds when nobody’s home during the winter.”

Fink concluded, “The systems we worked on for these wildly different locations were surprisingly similar. They had to be bomb-proof with redundant backup power, and be

for the local energy resources, transportation options, energy use and budget.”

Both Dan and business partner Dan have lived miles off the grid for two decades, and generate all electricity at their households with solar and wind. They are co-authors of the book “Homebrew Wind Power.” Bartmann is a specialist in wind energy, including designing wind turbines that can be locally manufactured in remote areas by local residents. Fink previously spent

installing off-grid power systems. Contact: buckville.com. [email protected]

People NewsIn an earlier life Christine Johnson attended private schools, hosted trendy parties, muscled through a high-pressure corporate gig, and did time in the Junior League. But life took an abrupt and curious turn. Freshly divorced in 2005, Christine quit her job, walked away from the social scene and bought a drift

rowed across most of Montana and started a wildly popular blog called

. While some might consider that a dream escape, Christine still had an itch that she

at age 40) Christine and her paddling partner, Banning Collins, will

paddle quite a distance for charity...

appropriately billed as The World’s Toughest Canoe race. To learn more

their fundraising efforts, please visit

tuned to departurepublishing.com for info on a future book release. Good luck Christine!

, a public relations and creative communications agency specializing in the outdoor world, opened

be overseen by Michael Collin, a veteran of outdoor industry marketing. Most recently, Collin worked as U.S. brand manager for

“I have a huge place in my heart for Portland, both personally and professionally,” said Drew Simmons, Pale Morning Media president. “There’s a healthy, wild spirit in Maine – from the spectacular coast to the amazingly pristine interior –

spend more time there.”

PR pro announced the launch of , a public relations and new media communications company which

shooting sports and natural resource conservation industries. Melus Outdoors supports companies with its broad

list of media and industry contacts, strategic product placement, traditional and social media releases,

trade show assistance and electronic press kits. Additionally, it will launch and maintain an effective online presence for businesses with the latest new media tools such as video content, blogs, Twitter, Facebook, pitchengine and Fast Pitch! network. See melusoutdoors.com for more information.

announced that , arguably the most successful tarpon tournament angler in the world, is joining its North American organization. Andy will be taking the lead role in the development of the Company’s

saltwater range of rods and reels and will be working closely with

development.

Said Mill: “It’s an honor and a privilege to be working with Hardy which I’ve always considered to be

products. It’s my personal goal to help bring this same image to

announced the hiring of as the company’s new Global Director of Product Development. With more than

Teichgraeber comes to Simms with

background in the outdoor industry, including three years at Merrell, where he served as global creative director of apparel and accessories.


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He also worked at Helly Hansen (vice president of global products & marketing) and in the snowboarding arm of Adidas-Salomon.

“Tobin’s skill set and management

Walsh, president of Simms. “His

outdoor companies will be a fantastic asset for us.”

At Simms, Teichgraeber will be responsible for overseeing all product development and merchandising initiatives, including managing a product development plan to ensure new products and product updates are delivered to market on a timely basis. He’ll serve as critical member of the Simms team charged with setting the strategic direction of the company. Tobin is a graduate of Columbia University.

MediaPirates of the Flats to debut on

Multimedia, America’s largest producer of outdoor adventure programming, have announced that the much anticipated “Pirates of the Flats” series will debut Sunday December

27 on ESPN2. The series is presented

Tarpon Trust and ESPN Outdoors and features a collection of luminary anglers including Tom Brokaw,

Yvon Chouinard, saltwater angling

photographer R. Valentine Atkinson.

The series will be narrated by Brokaw

all-star cast who have each devoted

conservation causes. The series also will reveal some of the latest research funded by BTT and other organizations - information that will

and better save the fragile coastal habitats. Along the way, viewers will be prompted to do their part to preserve these species so that future

Editor’s Note: This is not only worth checking out, it’s worth tuning your friends and customers into as well. Why? Because

platform that could yield positive for this industry, and we should leverage that to maximum effect.

The wild Teton River canyon is one of Idaho’s most unique natural wonders—and also one of its most

by rugged beauty of the canyon—a

the last remaining strongholds for Yellowstone cutthroat trout—as well as the threat to the canyon posed by a proposal to rebuild Teton Dam, which failed disastrously in 1976, killing 11 and causing more than $1 billion in damage. In 2009, the state of Idaho announced plans to study rebuilding the controversial dam. The primary rationale offered for Teton Dam is the need for supplemental water for irrigation.

are better alternatives for water storage for eastern Idaho, such as

aquifer recharge and conservation. Moreover, the dam’s economic and ecological costs would be enormous, leading many to ask: Is this another disaster in the making? Most people, including most Idahoans, have never visited the canyon and know little about its natural resources and ecological importance. The BLM is studying the Teton River through the canyon as a candidate for Wild and Scenic River status.

and all Americans why this wild canyon is deserving of protection,”


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TU’s Idaho Water Project. “Idaho inundated this canyon once—let’s not make the same mistake again.” See tu.org/tetoncanyon for more details.

Also, be sure to check out the freshly launched com), which takes social media and

Billed as a place “where anglers connect,” GoFISHn allows users to share stories and information. It also allows small businesses to discover new customers and keep in

distinctive in that it is easy to navigate and use, and content is continually updated. From status alerts, to photo galleries, to custom maps, users are invited to create and update their submissions regularly. The site also features user-focused gear reviews and Q&A forums, each of which are integrated in “feeds” to members who participate. Also, the site will be linked to social sites like Facebook

out how you can participate.

The 2010 edition of the

national hub cities. Locations and dates are: Denver, Colorado January 8, 9 and 10, Denver Merchandise Mart; Marlborough, Massachusetts.,

January 15, 16 and 17, Royal Plaza; Somerset, New Jersey, January 22, 23 and 24, Garden State Convention Center; Charlotte, North Carolina, January 29 and 30, Charlotte Merchandise Mart; Pleasanton, California, February 26, 27 and 28, Alameda County Fairgrounds; and Pasadena, California, March 13 and 14, Pasadena Convention Center.

are also scheduled for Denver, Colorado, January 7-10; San Mateo, California, January 14-17; Sacramento, California, January 21-

28, and Salt Lake City, Utah, March

for more details. at

Hey. You steppedin something.

The Eco GripTM Rubber Sole BootCHANCES ARE, if you fish, you fish more than one river. And when you wear a

felt-bottomed boot or wader, there’s also a chance that you’re transporting tiny plants and microorganisms that can wreak havoc on ecosystems in other streams and rivers.

That’s why we invented the Eco Grip™ Rubber Sole Boot. Its lugged and siped sole was created for U.S. Navy SEALS, and it gives you good footing without taking any microscopic “hitchhikers” with you when you leave. So no matter which river or

stream you’ve put your foot in, everything stays where it belongs.

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Travel

Salmon would come on the banks of a remote, pristine, northern

Peninsula, is just such a river. And,

came on its banks this past July.

Of all the storied Atlantic salmon

thirty and even forty pounds are caught here each year as a matter

a lifetime. Fish of legend. Fish that can honestly spool you, undo your knots, break your rods, and strip you of any form of lucidity or angling arrogance that you might have brought to the river with you. These

or break you. When a fellow angler at the lodge learned that I was indeed an Atlantic salmon virgin, he quipped: “Well, you certainly believe in starting at the top, don’t you?”

two Atlantic salmon veterans, Peter Rippen and Roddy Hall. Long-time guides with years of international

Operations Manager for Shakelton International, and Roddy managed the main Ryabaga Camp on the Ponoi for several years before coming to Yokanga. In addition, under the banner of the Fly Fisher Group, Peter, Roddy and their colleagues represent some of the

sporting properties the world over.

and how to run a tight operation.

Written by Roy Tanami

And, over my week at Yokanga, it also became fairly apparent why they choose to be on this river.

Yokanga is a big, brawling Arctic river. Wading can be a challenge as the rocks are big, irregularly shaped, and they move. In some places, you can step off one and be in past your waders barely a spey rod’s length from shore. The water is clear, but tea-stained, and on dark days, it can appear to be almost black. Double-handed rods are the weapons of choice, and for those uninitiated

even be, well, somewhat daunting.

That said, the Yokanga is easily one of the most completely engaging

fast, streamy rapids dotted with

greasy, boulder-garden runs, glassy tailouts and everything in between,

Fishing Russia’s Trophy Salmon River



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every bend in the river reveals a new adventure – and not just because each cast here holds the genuine promise of a trophy-sized salmon. Each day, anglers and their highly experienced

from their beats on a Russian Mi-8 helicopter, except for the beats closest to the lodge, which can be reached by foot. In fact, the home pool, and the famous “Lylioc Pool” both just minutes walk from the lodge, are two of the most interesting and productive pieces of water on the entire river.

As a North American steelhead junkie, I’d always wondered about the mystique of Atlantic salmon, and just how they stacked up against steelhead. After all, the two species are similar in lifestyle and most of our steelheading techniques and approaches are indeed new world offshoots of long-

originally developed in the UK. So

actively than I am accustomed to in

you might ask?

As a general comment, and with my limited salmon experience, I’m afraid I have to plant myself firmly on the fence. I can’t bring myself to say they were better than steelhead, but they were easily every bit as good. I can say however, that the hottest Yokanga fish I caught was a beautiful, chrome bright, 15 pound torpedo that took backing as fast as a bonefish, and more of it than any steelhead or seatrout I’ve ever hooked of a similar size. In fact, when it finally came to hand, I was surprised and almost relieved that it wasn’t twice the size. Indeed, the one factor in the

salmon vs. steelhead debate, which does fall indisputably in favor of salmon, is that they grow larger than steelhead – much larger. And, this one factor is also a large part of the mystique and draw of the Yokanga.

Everything about the Yokanga experience is of an epic scale. The landscape is huge, wild, open rugged tundra, bathed in the sometimes harsh, clear 24 hour daylight above the Arctic Circle. The river is big, powerful and

Salmon – arguably the original,

ever, and the ones in Yokanga are the largest genetic strain of salmon found on the Kola. The spectacular log lodge is also second to none on the entire peninsula. In fact, just the story of how this massive log building from my home province of British Columbia even got out there to the middle of nowhere on the Russian tundra is an epic tale in itself.

As for me, no, I didn’t get that elusive thirty pound plus Yokanga trophy. But perhaps more to the point, while on the Yokanga, I genuinely expected to, on virtually every cast I made. Such is the

frankly, from a steelhead/salmon mindset, it doesn’t get much better than that. In terms of actual

caught that week was a spectacular, silver bright 28 pounder landed by Richard Furbank.

Swinging flies for big, sea-run salmonids can be a fickle pursuit, so to the truly devoted, this game, by its nature is more about quality of opportunity than actual body count. In fact, if you just want to catch a lot of fish, and you don’t care about their size, or draw distinctions amongst kelt, grilse, ice-fish or fresh, sea bright-fish, there may be other salmon rivers in the world more suited to your temperament. And, while you may not have too many hardcore salmon addicts amongst your clientele of traveling anglers, if you have hardcore steelheaders in your customer base, I guarantee that a week on the Yokanga would fit quite well into their version of heaven, and instantly convey them to such.

For North Americans, reaching the Kola Peninsula is generally achieved via commercial flight to Stockholm, Sweden, a charter flight to Murmansk, Russia, and a breathtaking heli ride over the Russian Arctic in a Mi-8. It’s a bit of a hump, to be sure, but a small price to pay to reach some of the finest salmon fishing rivers left on earth. And, while there are better known rivers on the Kola than Yokanga, in my view, if you’re going to make the trip anyway, you might as well start at the top and swing your flies where the really big ones live. And if you get to spend a week on Yokanga, you might be amazed at just how fair life, and salmon fishing can sometimes appear to be.

For more information on fishing the Yokanga, contact Peter Rippen of Flyfish Yokanga ([email protected])

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1. Know who your customer is (age, demographics, spending habits, etc).

2. Know your customer’s needs and why they buy from you.

3. Be a seller where your customer wants to buy (internet, mail order, retail space).

4. Be a partner in their buying decisions, not just a credit card swiper.

5. Be the source of information they trust.

Most importantly, the key trait that is foundation for the competencies above is service, service and more customer service. This should not be new to anyone as it is the most written about sales tactic no matter what the industry, and has been since written word has been archived. But what is often missing from those “Johnny-do-customer-service-right” articles is timely what & how to do it right information. Simply, sales

effective today. This article explores some new and some updated tactics to help you energize your sales and bottom line.

So, since the last article the economy has pensively slithered into a glint of promising hope despite

industry. It also didn’t hurt that the summer season’s timely arrival brought (hopefully) increased shop sales and guided trips have bolstered an otherwise

Despite the economy being gauntly or gainly depending on your POV, here are some simple

tactical strategies you can do right now to look at opportunities from the inside-out.

1. Conduct a survey. have talked to over the years know the answers to the questions below, but most don’t. If you don’t know the

a survey…you have no excuses! They’re cheap and easy to do, especially with internet-based tools like surveymonkey.com, esurveypro.com and zoomerang.com. What does this solve for you? Simple; it gives you

if you think you are on top of the key competencies,

handful of facts that will surprise you.)

separate true demand trends from needy customer wants.

product? Expendables? Why do they buy from your competitors?

hours? Only when there are sales/deals?

Now of course, designing a survey is a science unto itself, but is doesn’t have to be daunting. And, you don’t have to collect all your data needs all at once. Consider breaking up your survey into bite-sized chunks. Ask about shopping preferences one month, product preferences another, competitive preferences

Written by Steve Schweitzer


ber 200925

FF spending?

Experience Level Assessment

outside of your country?

have interest in doing so?

Product Ownership & Competition Perception Evaluation

quantities do you own? (broken out over two questions)

quantities do you own? (broken out over two questions)

w/warranty vs lower rod cost w/nominal repair fees

lower priced rods?

(mfgrs)

Elkhorn Product & Perception Analysis

products, would you consider in the future?

quality, price, selection, warranty, product innovation, etc

comes to mind about quality?

comes to mind about price?

Elkhorn reels?

been in business?

SURVEY SCOPE

The survey was sent to existing customer lists and emails collected from the “contact us” link on elkhornflyrod.com. Realizing this population would skew results of many of the questions towards favor of Elkhorn, the survey was sent to several chat rooms, chat boards, clubs, websites and the like. It is estimated the reach to be several thousand at a minimum. Special care was taken to reach a representative portion of women and children fly fishers as well.

SURVEY RESPONSES

The survey far exceeded the response expectation (targeted 250 responses) with over 1,300 responses. Random draw prizes such as rods, reels and clothing were offered to 14 winners as a way to incent participation. After culling incomplete responses, a random 1,000 responses were selected for further analysis using Minitab statistical analysis software and Microsoft Excel. (Minitab is not required as all necessary analysis can be done using the ubiquitous Microsoft Excel.)

another and open-forum feedback another. Keep the surveys to 5-7 questions taking no more than a few minutes to complete. Offer freebies as a way to incent participation and remember to always ask the same basic demographic data in ALL surveys so analysis against age, income level, etc., is consistent over time.

MINI-CASE STUDY: HOW ELKHORN FLY ROD & REEL DESIGNED THEIR SURVEY

When Elkhorn Fly Rod & Reel set out to understand its competition, market potential and customer

initiate an internet-based survey using esurveypro.com.

After an initial assessment of the needs for a revised business plan, a survey was created comprising 4 categories, 33 questions and 1 free-

results to some of the questions below, just for fun).

Basic Demographic information

from Elkhorn?

accessories

materials

the internet?

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2. Develop programs that place you in FRONT of the customer. Don’t wait for customers to come to you. Cultivate many sales channels at once. The customer with money evolves faster than you realize; spending money where you thought he never

and anticipate their next move. We talked about the power of the internet as a sales channel in the last article. Our research suggests at least 50% of

the internet.

internet, or if you already have an internet sales channel, ensure it doesn’t create a barrier to browse and buy. This may seem like a no-brainer to mention, but it’s worth repeating many

demand and speaks to the consumer’s insatiable desire to have more “stuff ” and the feeling of getting a bargain at the same time.

scene. It’s the latest marketing craze. Create a program that addresses ecology and be public about it. It’s not enough that manufacturers are turning to green manufacturing practices, it is now critical the retailer show the same initiative as well. The retailer is the critical link between the consumer and the manufacturer. Make being ecology-focused a core value of your enterprise. Customers appreciate this and will increasingly come to expect this in the near-term. Support local stream habitat restoration or promote companies whose products consider green or sustainable manufacturing processes, and make it a part of your sales pitch. Teach your customers how they can be green too (read this article for some

While this initiative itself may not directly generate more sales, it will most certainly generate a feeling of self-worth to yourself and you will

service for generations to come.

networking into your plan of reach. Facebook, Twitter and old-timer MySpace are all examples of social networks that have reach far beyond anyone’s expectations. Who would have thought 10 years ago that an internet facility that’s based upon the basic human need to talk would have such power today? Social networks are nothing new, however the tools to create social networks are. “Out” are the days of writing letters

and blog sites. Remember from the

times over. If you aren’t utilizing the internet as a sales channel, you are missing out. There’s plenty on the internet on how to start an internet

powered organization, not a product-powered organization. Talent will sell product, product doesn’t sell itself. Constantly train your guide and store staff to be customer-centric and the consummate sales people…and reward them for their successful performance. This can be a competitive advantage. To deliver exceptional customer experience, retailers will need to build and hone their talent pool. Don’t be fooled,

shops who conduct spring weekend guide-training days in preparation for the upcoming busy season. That is all well and good, but what about a mid-season tune-up or an end-of-season re-cap? The more you give to your staff, the more they will give to you.

Customization in your shop. Shoppers continue to gravitate towards individual focus, interaction, customization and cradle-to grave offerings. Dell is the king of mass customization, having all the parts at hand and building computers over night as orders are received. You can do the same, but it takes a keen awareness of what your consumers

can you be like Dell? Build bundles of products commonly purchased together, offering a commensurate discount for purchasing the bundle. If many of your customers come in

time, build a bundle that includes a

$X dollars – that’s mass customization. Not only will you move more product, you’ll also be servicing a critical

YOUR ONLINE FORUM

www. AnglingTrade .com

THE WEBSITE FOR THE BUZZ ON THE FLYFISHING BIZ


ber 200927


Organization How Twitter is Being Used

Laughing Grizzly Fly ShopLongmont, Coloradohttp://laughinggrizzlyflyshop.com/Twitter: laughinggrizzly

“Until recently we had no idea what Twitter was. A shop employee suggested we use Twitter to communicate in short bursts to our followers. It’s pretty awesome. We tell people what river information we have published on our Fish Log online, which draws traffic to our website.”

What We Expect From Twitter: “At first I really didn’t care for it, but it is proving to be pretty exciting as we see new followers join each day. We recently ran a promotion for 10% off coupon for the next 10 followers that join us. It took all of 5 minutes to wrap that up.”

How Twitter Has Helped Us: “I can’t prove that it has provided incremental business, but I do see increased store traffic that has read our stream report tweets and has come in with our tweet coupons.”

Cutthroat AnglersSilverthorne, COhttp://www.fishcolorado.comTwitter: cuttanglers

How We Use Twitter: “We send out hot topics like hatches and late-breaking weather events that might impact fishing. We really try to get stuff out in real-time.”

What We Expect From Twitter: “We want to provide good information and if there’s a new avenue to do that, we want to be part of that. It took all of five minutes to set up.”

How Twitter Has Helped Us: “While it’s hard to measure the total impact, we have seen additional guide trips booked as a result of our tweets.”

Taylor Creek FlyshopBasalt, COhttp://www.taylorcreek.comTwitter: tcreekflyshop

How We Use Twitter: “The timeliness of information is key. If you aren’t informing your customer, you are doing your shop a disservice.”

What We Expect From Twitter: “We use Twitter as another avenue to communicate to our customers, just like updating our website or sending out email newsletters.”

How Twitter Has Helped Us: “I’m sure it affects sales. We have seen younger fisherman coming in saying they saw our tweets…we just come to expect them in our shop now. To some degree, they are the future of our sport and this is how they want to communicate.”

MidCurrent Flyfishing Mediahttp://www.midcurrent.com/Twitter: mcutchin

How We Use Twitter: “We use Twitter to highlight stories that are important and likely to drive greater interest in our website. We don’t include all stories but those most interesting to the Twitter audience.”

What We Expect From Twitter: “It’s obligatory to use Twitter to reach a certain segment of our readership.”

How Twitter Has Helped Us: “It has really introduced us to new readers that we wouldn’t have reached otherwise. Two other features we like are that it’s searchable by keyword and it’s a referral platform.”

MINI-CASE STUDY: HOW SELECTED COLORADO TWITTERS ARE USING “Tweets”.

last article we saw survey results that showed Word-Of-Mouth and Fly Shops were the top ways folks heard about

Facebook or MySpace page. Create a blog site; it’s as easy as writing a letter…really.

Start with the simplest & hottest social networking tool

“globalf ”). Based on the cellphone text messaging principle of “say it in 140 characters or less”, Twitter allows users to “tweet”

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Solar Wind Hydro BioRENEWABLE ENERGY SOLUTIONS FOR REMOTE BUSINESS OPERATIONS

Minimize and pre-plan generator run time Reduce transportation cost of generator fuel Portable systems possible for helo, small plane or boat transport in and out of remote sites Redundant backup systems for critical loads Renewable energy is quiet!

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about anything they want, any time they want. Followers of your tweets can read about what you are thinking or what’s on sale or even the latest river info. Twitter has unlimited potential for promoting your business. Twitter is unobtrusive, quick to read and user-controlled. And best of all, these social networking tools

no-brainer as a promotional tool, read this to see how one company uses Twitter

news/articles/2009/07/twitter.html)

each and every customer; be loyal to your customers. According to

“Many retailers claim to greet every customer, but most don’t deliver on

since serviced customers convert much more frequently than unserviced customers. Serviced customers, indeed, have a higher average order size and spend more money. They also spend additional time in the store, giving sales staff the opportunity to boost the breadth of the sale.”

Close & Personal - how stores can drive

customer’s in-store experience.”)

Are you giving your walk-ins the attention they expect?

plethora of valuable data in what you do

You think you know what sells best &

materials, what do they most often buy together? When travelers come in and buy expendables, what do they always need? Do you know why? And, do you know why they stop in your shop and

Point-of-Sale (POS) systems with robust reporting to bridge the gap between ringing up a sales and seeing subtle trends that exist in your shop. Are you using your POS to its maximum potential?

If you can’t tell by now, I am a big fan of exceptional customer service, and for

consistently tells us that’s what they want, #2) it’s easy to do and doesn’t cost a thing, and #3) it’s the only element of the four big retail drivers you can quickly control (price, selection, location, service). I can

get a feel for what level of customer service I am to receive…frankly, I am frequently underwhelmed.

once, that’s a sure recipe for failure. Choose two or three tactics and make them as successful as you can. Then, when you feel comfortable you are on the right track, layer in another tactic or two. Consider

phrase that says “I won’t continue with the next tactic until I either succeed with the previous tactic or the previous tactic tells us to proceed differently.

One hopes this article and its predecessor have given you some strategic ideas and tactical approaches to help your business ride economic downturns and come out ahead. If you have questions

want more detail about the strategy and tactics presented in this two-article series, please email me at

at

Inspired Angling Apparel

Inspired Mountain Apparel

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-

someone’s hands.

Bygones

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-

Written by David A. Rose

Pinning for Profit: The Center Pin Spin on Fly Fishing Sales

photo by Paul Almanza


ber 200931

Pinning for Profit: The Center Pin Spin on Fly Fishing Sales

sided anymore.

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I was re-

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I want to

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Written by Ben Christensen

Photo: Ben Christensen


ber 200937

through these tough times with a single trump card: he brought his talents with him into the retail flyfishing business.

Haines, who once owned a

career as a renowned artist. In 1996, he opened the store he cavalierly dubbed “the Shop.” Somewhere in that time between construction and opening the Shop, his artwork became a real source of capital.

Haines has painted covers for Marlin magazine, Florida Sportsman, and several Texas Game & Fish magazines and he has illustrated for Field & Stream, so it’s not like he was a local ten-dollar artist celebrated by the Chamber of Commerce. Haines’ work hangs from South Africa to Spain to England, and a rather large mural

he completed recently graces a high-end restaurant on South Padre Island.

With his hands and face flecked by sunspots dealt by an extensive career spent casting flies in the punishing South Texas sun, Haines continued on next page...

looks in his mid-50s like one of the Founding Fathers, sporting his child-of-the-Sixties shoulder-length gray hair. He attended the University of Houston where he studied art without taking a degree.

“I learned all I wanted to learn and then left,” he says.

When I ask him if he knows of Julian Schnabel, the celebrated New York artist and filmmaker who grew up in nearby Brownsville, Haines smiles with tactful bemusement and says, “Oh yeah, falling plates and all that.” Haines had known Schnabel when the two were in high school, and it’s safe to say Schnabel is as abstract an artist as Haines is realistic.

The falling plates remark references Schnabel’s notorious 1980s “Plates” paintings, which included ceramic plates stuck with paint to a canvas. (Many wondered whether the artist would be sued when some of his plates fell off a work that had been bought by a private collector and broke on the floor.)

Haines’ paintings and prints make up 50 percent of his retail sales, and depict large speckled sea trout chasing baitfish, snook plowing after flies – scenes appreciated by flyfishing enthusiasts who come to the Laguna Madre to cast flies after red drum and snook.

“I portray the way things really are, the way I see them; as close to the natural environment as they can possibly be,” he says.

He talks sparingly, only in direct response to questions, without coming across as aloof or dismissive. It is

observations internally rather than uttering them just to hear them said.

The vinyl-lettered sign stuck to the glass door of his Port Isabel, Texas Fly Shop is forthright enough: “If we’re not here we’re out fishing.”

Besides his art, Haines has the things going for his business that are requisite for success: location (a block from the foot of the causeway to South Padre, on the main drag), a symbiotic relationship with local flyfishing guides who exchange clientele with Haines, and word of mouth, if not steady buzz. These are the things that have kept his doors open through the recession and its radical slump in retail sales.

Haines wants to be sure his flyfishing retail business is not represented as easy or even idyllic – “it’s not Shangri-La,” he says – but he does finally acknowledge his fly fishing business was undertaken as a result of his priorities in life: enjoyment, contentment, beauty. He said these priorities were probably inherited from his father R.D., who raised Haines up fishing and hunting from the time the younger Haines could hold a rod

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back of the store, from Tuesday to Saturday, and Molly holds down the fort when Larry takes trips up the beach to cast for tarpon. The way Haines runs the Shop seems to demonstrate the principle of why anyone would want to run a business at all.

“It goes without saying that a business owner has more day-to-day freedom than someone who works nine to five for somebody else,” he says.

With his art and Molly’s framing enterprise comprising half of the Shop’s sales, Haines’ fly fishing inventory like fly-tying material and wading boots make up another 40 percent.

Kayaks account for the remaining 10 percent or so of sales. Haines said kayaks have leveled out in popularity along the coast.

“Kayaks are a very, very up-and-down market, it’s really strange,” Haines says. “We’ll sell out, get

and rifle. While this sort of thing is typical in red-blooded American homes, R.D. learned to prioritize the hard way.

R.D. knew about carving some time out of life to enjoy with a son because he had survived the Bataan Death March and captivity in Imperial Japan. It’s an extreme example, and unusual for a son’s father to have so narrowly survived inhuman brutality on such a scale, and of course, Haines says R.D. didn’t talk about it all that often. But he lived it: there wasn’t a whole lot of frenetic, life-gets-in-the-way nonsense in the Haines family when Larry was growing up.

There is, therefore, that function of that psychology at work deep in Haines’ ethos. The soft-spoken manner in which Haines balances his joy with his business is admirable. He works quietly beside his wife Molly, who runs a framing operation toward the

a new shipment in and they’ll sit here for months and months, and then they’re gone.”

Even though the little roto-molded boats (Haines sells Wilderness Systems sit-on-tops) sell so sporadically, Haines says he thinks their popularity will remain strong because of the extreme difference between boat maintenance and ease of transport.

“I doubt you’re going to see much of a drop in the market, but I think they’ve probably peaked,” he added.

His refrain is that of many business owners, not just fly fishing retailers: “you have to diversify.”

Haines states repeatedly that his Port Isabel fly shop is a destination shop, and he would prefer that his clientele from the large cities not come as well outfitted as they do.

“I could do without those big shops in the big cities like Houston that sell thousand-dollar rods,” Haines says. “Most of my clientele come down from the big cities fully outfitted, and they’ll buy a couple of things, but I’d love to be the guy selling them the thousand-dollar fly rod.”

Instead, Haines is more likely to sell them a painting. One look at them is enough to evoke a good day out on the flats, when that redfish torpedoed a crab-mimicking fly, and so the Laguna Madre scene hangs forever on the wall of the great room of the guy with the thousand-dollar rod he bought at the shop in Houston.

And nothing ever falls off. at

Original Watercolor, “Tails” Larry Haines

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Written by Will Rice

be a fancy name but in practice it is pretty straight forward. If you, as the

passions, approaches, desires and goals, you will have a much higher chance of connecting with this customer - both emotionally and economically. The concept is brilliant in its simplicity - after all, sales is neither rocket science nor brain surgery.

Oakley has something to sell and they think they have found a like-minded

is Oakley for real?

long haul. They’re not dipping a toe into the proverbial casting pool - they have

Oakley is hanging its hat on the fact that their combination of infusion molding (bonding polycarbonate at a molecular level vs. glued layers), hydrophobic technology (water, grease and dirt repellant), and impact resistance sets them clearly apart from their competitors. Advanced and superior technology is a cornerstone of the Oakley message.

If you have not noticed, over the past few years Oakley has deployed a fairly

tell and they are on a mission to tell it. For two years in a row they have showcased


ber 200941

their technology in a 40-foot self-contained motor coach known as the Rolling O Lab at the Fly Fishing Retailer show. It is probably the largest piece of hardware on display at the

- Oakley’s message: ‘Not all sunglasses are created equal—Oakley is taking science to the streets to show anglers why.’

But the technology angle is only part of the story. Oakley has

angling oligarch Frank Smethurst.

“Without the best optics, you can only guess at what’s going in that other world under the water,” says Smethurst in an Oakley testimonial. “But if I can see, that’s one of the most

you’re only as good as you are vigilant — and it’s hard to stay in the game without great optics.”

What might be even more compelling are some of the other professionals who join Smethurst as visionaries of sport: Lance Armstrong (cycling), Shaun White (snowboarding), Seth Morrison (Skiing) - not a shabby group of sporting compatriots.

In addition, Oakley held their second annual Media and Shop Fly Fishing trip in March of this year. Location: the

Those in attendance represented: Fly Rod and Reel, The Drake Magazine, Angling Trade, Fly Fisherman Magazine, and

shops from across the country.

It is clear that Oakley has the money and is willing to make

talking the talk and willing to spend. But can money buy you love in this niche industry of old schoolers, new schoolers, know-it-alls, curmudgeons, and brand bigots?

“Oakley is a brand that is driven by technology and a passion for performance. We have a deep heritage in sport, across a large cross section of channels,” said Tom Faukner, Vice President of U.S. Sales/Optics Division. “We are a company

share all of these attributes in common.”

appealing to Oakley is the cross over of activities that many anglers share.

“Whether it is mountain biking, snowboarding, climbing,

“In all of these sports, passion, a love for the outdoors and concern for the environment are common threads. What’s missing is exposure. Many of these people simply have not

would be hooked.”

At a time when the daily global economic outlook appears somewhat dismal, this is quite a refreshing view - not only

market as a whole.

Oakley’s goals are fairly simple, yet impressive in scope.

“First, we want to partner with those dealers that appreciate and believe in the quality of our product and what our brand stands for,” said Faukner. “We have no intention of shoving it down their throats or compromising our principles just to get the product placed. Second, but equally important, as zealous as it may sound we think we can help drive a change in the industry. Through our strong ties and loyalty with people from other backgrounds and sports we hope to expose the sport to a much broader market.”

fun and inviting to newcomers. Growth of the sport is good, not bad. There are many anglers that fear overcrowding of their local river or access to water - we get that. But, more people in the sport translates to more exposure on the very concerns these anglers have. More exposure leads to greater

battles they struggle with.”

This might be the most important question of all.

“After seeing the factory and the testing of the lenses, I would have to say I am pretty impressed with their proprietary technology,” said Charlie Craven of Charlie’s Fly Box, located in Arvada Colorado. “‘Polarized is polarized’, or so I thought, but learning how the polarization needs to be lined up with the eyes and so forth

While Oakley has made strides getting this message across

digestion of every day anglers appears to be a bit slower.

“It has been a tough road to get people away from the industry “standards” of Smith glasses, to be honest,” continued Craven. “I think Oakley is positioning themselves

wheels. I am very enthusiastic about Oakley myself. The younger guys are pretty easy to win over and they appreciate the technology part of the story.”


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Like every company, Oakley will face uphill battles breaking into a new market.

“Older guys, or even just more “experienced” anglers seem dead set on sticking with what they have always worn,” said Craven when talking about the challenges he sees down the road for Oakley. “It surprises me how locked in folks can be to what they have always had as being the best, even with the facts to prove otherwise.”

What is Oakley’s take on market penetration, brand loyalty and their ability to win over new distributors and angling customers?

market,” said Faukner. At the same time, Oakley appears

have quite a track record.

“There simply is not another eyewear brand that is relevant, let alone a leader, across as many sports and channels of distribution as Oakley,” concluded Faukner. “This broad appeal and relevance certainly doesn’t happen overnight and we think it speaks a lot to the strength of our brand, the quality and performance of our product, the loyalty or our consumers and the phenomenal support we get from the great retailers across the country that we are fortunate enough to partner with.”

share similar attributes, approaches, passions, desires for innovation and goals for the industry? If you peered for this answer through a pair of polarized VR28 Straight Jackets, seeing might just mean believing; see oakley.com.

Written by Kirk Deeter

I remember going to the Fly Fishing Retailer trade show several years ago and being almost blown away by the presence of um-teen polarized glasses companies

show is leaner, and the polarized players are fewer and farther between.

But Smith is still standing (quite literally) in the front of the parade. Others come and go, it seems, but few, if any, companies can boast the consistent long-term attachment

brand Action Optics) can.

I recently talked with Smith Fishing general manager Peter Crow (himself a die-hard angler) about the

after all, Ketchum, Idaho-based Smith inevitably sees greener monetary pastures in other markets like snow

been—and continues to be—the most challenging proving ground for a technology-driven company that produces polarized optics.

than in any other sport, bar none,” said Crow. “In (Smith’s) experience, it isn’t so much an issue of frame,

the summer months picking things apart and testing them. They’re very discerning about products and how

polarized glasses.”

To that end, Smith has built its high-end performance reputation on the use of glass lenses. Smith introduced the first fishing-specific amber- and copper-tinted glass lenses, and now offers eight different lens tints in its lightweight Techlite glass (including Polarchromic models).

“There are multiple lens materials used for polarized glasses, but Techlite glass is second to none; it has the

explained Crow. “Our Techlite has oleophobic and anti-.”

Crow points out that Smith’s Techlite lenses must pass the ANSI Z-80.3 standard for impact requiring a dropped steel ball from a height of 50 inches.

glass seems to be the best performance alternative,”



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contended Crow. “If you want additional impact protection, Smith also offers a large selection of polarized polycarbonate lenses.”

Smith does indeed offer carbonic polarized lenses, along with a prescription lens program, in order to cover a range of pricepoints and performance variables of interest to anglers. In fact, over the years, Smith’s attention to the retailer—not only innovating products

company’s most distinguishing characteristic.

For example, Smith introduced interchangeable lenses with the Action Optics “ Smith Slider” models, 13 years ago, then reinvented the concept two years ago with its “Interlock”

gravitate to a single 5-weight rod, that thinking transposes to

“Sixteen years ago, when Smith bought Action Optics and I started with the company, we helped to teach the retailer how to sell glasses,” described Crow. At that time, a 12-piece display was unimaginable. But over time, as retailers became familiar with keystone margins and understood the value of different pricepoints, (selling glasses in shops) grew in importance and value. There were 24-piece, displays, then 36-piece displays, and now many retailers are using 64-piece displays.”

For more information on Smith Optics and the various

it happened. On a Friday afternoon, I was happily tending

editing stories, and everything was in clear focus. But on Saturday morning, the breakfast bowl of Cheerios looked like wavy tan lumps of beach sand.

I struggled to thread the tippet through the eye of a #14 Copper John (something I could do easier than tying my boots for 20 years or more) my situation became obvious. This wasn’t a case of morning fogginess. My short-range vision had seriously degenerated. From a distance, my

and identify birds 50 yards away as well (or better) than ever. But everything from arms-length inward was fuzzy.

Apparently, this happens to the majority of 40-somethings.

all, vision is the sense that arguably matters most to the

friends and guide clients that if I mistakenly left my waders at home in the morning, I’d tough it out and wet-wade for the day, but if I left my polarized glasses at home, I’d go back and get them, then make up for lost time at the end of the day.

While the athlete inevitably loses a step with age (and, I

anglers), we don’t typically hang up the cleats (or waders, as it were) and settle into retirement. Heck, by the time you hit 40, you’ve hopefully learned just enough about this sport to be entering your prime.

So I went to the optometrist and got some “readers,” then began a period of on-river awkwardness of switching

the truck (which made matters worse, now that my eyes were dependent on close-range support).

different ranges, all day, when I am on the water.” Think about it: A weekend warrior will spend thousands of

how many hard-core anglers are smart enough to invest in the one piece of gear they arguably need most to make the rest of that stuff work?

So I called my friend Steve Rosenberg, co-founder of Kaenon Polarized, and after welcoming me to the “club”

unique Freestyle Progressive polarized lenses.


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Kaenon starts with its proprietary SR-91 lens material—available in various tints and light transmission levels to

progressive lens surfacing technology (back-side digital surfacing) to customize a prescription into the lenses of polarized glasses. Optical accuracy is 0.01 diopters, far better than optical standard.

Okay… in English… what does that mean? It means that the prescription glasses I wear (Copper-12 lenses in a Rhino frame) work exactly the same as my non-prescription glasses as I scan at distances over the river surfaces… but now, with a prescription surface subtly, seamlessly (meaning no bifocal lines in the lenses) melded

abrupt changes through the lenses. I only notice that as I look down, or out, that everything is in focus again. So I’m back on my game.

Granted, there are many vision-enhancing alternatives on

pair of full-on, custom prescription glasses is an investment that isn’t for everyone. But, considering the key role vision

technologies available to help their customers ultimately get more from their angling endeavors. See kaenon.com

The thing about polarized eyewear, is that every angler has different interests and needs. While everyone can

effectively—how we accomplish this varies. In other words, what works for me, might not work for you, and vice versa. Moreover, what you’re willing to spend on eyewear and accessories might not exactly jibe with my budget.

Which is why Hollister, California-based Fisherman

market that commands retailer attention. The company’s mantra is straightforward: “Performance, protection and value are the core attributes in each product we make. We believe that quality doesn’t have to cost the proverbial ‘arm and a leg’.”

visor-mounted eyeglass holders, retaining cords, cases, and eyeglass cleaners—in addition to a range of polarized glasses that come in various frames and lenses at pricepoints from $150 down to $30 or less. The company even makes “Smolt” and “Fry” brand polarized glasses for youth anglers priced at a mere $19.99—perfect for getting the youngster into the polarized game at a reasonable price.

Perhaps the most important attribute many of the accessories offer to retailers, according to Fisherman Eyewear general manager Jose Chao, is that they are high-margin items.

“We carry many polarized accessories which are very

said Chao. “These are high margin categories for our customers.”

+2.00 or +3.00 in Freestone Brown lenses) are available for $29.99.

In all cases, these products offer the vision-reduced angler an extremely affordable option to help correct their on-the

opportunity to service a wider range of polarized options with low up-front investment.

sunglass styles in 2009 alone, from the Wave, (MSRP

(MSRP $99.99) featuring two interchangeable lenses—Deep Six Blue and Freestone Brown.

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BACKCAST

Virginia city where eager merchants look upon the stream as the key to a much-needed economic stimulus.

This phenomenon did not have its

Virginia Fly Fishing Festival was launched in 1999, long before we fretted about our bank accounts or conditions

rather downtown merchants who reasoned that a river running through the middle of town could be put to some good use.

Beasley. With his enthusiasm, the festival took off to become the most successful event of is kind in the East. Consider that Beasley had no experience in promotion

background that might suggest any talent for promotion.

“I saw this lovely trout stream running right through

off, and it worked.”

Such a concept might not always have seemed plausible. Waynesboro, with a population of 20,000, took its name

was a time when there was little else to brag about.

“You could tell what the industrial plants were making by the color of the water. One story has it that the river

down from the Blue Ridge.”

to the Top Waters,” now touts South River as the best of it. Further, he has anointed Waynesboro, located 25 miles west

to attract 2,000 visitors, a far cry from the mere handful that turned out a decade earlier. Initially, the town was

Unlimited people wanted funds to do conservation work on the river. Beasley patched things together to make both onjectives work.

With enough action to keep festival promotion going, more tents laced with commercial vendors sprouted along

were even more.

“Our emphasis always has been on value,” Beasley said. “We wanted to offer free classes for all the beginners, to get more people interested in the sport. We knock ourselves out to service our vendors and they do the same for the visitors. We get a 90 percent return rate on our vendors and the numbers of people just keep growing.”

Beasley expects to add more than 20,000 square feet of additional exhibition space in 2010. “We simply can’t contain everyone in the space we have.”

trout pond, a departure from the usual East Coast

nearest dumpster).

“We want to allow these kids to catch native brook trout and then put them in a bucket and walk down to the South River and release them. We’d like to use the money we make here to develop the river in town as a wild, catch-and-release

lineup of local instructors, the list often includes heavyweights such as Lefty Kreh, Bob Clouser and Ed Jaworowski.

the coast,” Beasley said. “We show people they don’t have to

rich, and that they can do it for a good value.”

Virginia Festival Demonstrates the Value of Fly Fishing

Written by Charlie Meyers

at

W W W.THEFLY FISHJOURNAL.COM

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