Angling Trade Issue #28

the buzz on the fly-fishing biz

®

INSIDE

the 2014 Show Issue

Mobile Devices and In-Store Sales, Non-Fly Impulse Buy Options, Figuring Out Carp, Teaching Through Tenkara, Steelhead Waters in Danger, What’s Next? and Much More.

June 2014 AnglingTrade.com

FISHING, FRICTION-FREE. Meet the world’s first triple-textured fly line. The Sharkskin tip, Mastery Textured head and running line, and smooth handling section combine to create a line that shoots like a cannon, floats like a cumulus, and mends like a dream.

Available now, scientificanglers.com

the buzz on the flyfishing biz

C ONT E NTS

®

Features

Departments

30 D o M o b i l e De v i ce s H u rt I n - S to r e S a l e s ?

6 E d i to r ’ s C o l u m n Work Together

Editor Kirk Deeter kirk@anglingtrade.com

Managing Editor Tim Romano tim@anglingtrade.com

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

Editor-at-Large There’s no doubt that people are purchasing more through handheld electronic devices. But does that keep them from walking into fly shops? What you need to know to keep the foot traffic.

By Steve Schweitzer

38 T h e N o n - F ly Impulse Buy Three things you can put near the cash register that have nothing to do with fly fishing, but can generate income for your shop. By Kirk Deeter

We can accomplish many goals in fly fishing if we give up guarding our own territories, and decide to work together.

By Kirk Deeter

A look at some revamped products, and revamped companies, that will be making waves in the fly-fishing market.

By Geoff Mueller

60 S k i l l s : W h at d o C a r p E at ?

Contributing Editors

8 Currents

The latest people, new product, and environmental news from the fly-fishing industry, including previews of the International Fly Tackle Dealer show, and the Outdoor Retailer Summer Market.

Tom Bie Ben Romans Steven B. Schweitzer

10 I F TD S h ow Sc h e d u l e

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.

46 O p i n i o n : S t ee l h e a d T h r e at e n e d Big industry has figured out another way to threaten one of the best wild fisheries on the planet. Looks like we’re in for another Pebble-like battle.

By Roy Tanami

54 B o o k Re v i e w s

By Dan Frasier

Photos unless noted by Tim Romano

Printed in the U.S.A. Advertising Contact: Tim Romano Telephone: 303-495-3967 Fax: 303-495-2454 tim@anglingtrade.com Mail Address: PO Box 17487 Boulder, CO 80308 Street Address: 3055 24th Street Boulder, CO 80304

62 B ac k c a s t

By Geoff Mueller

AnglingTrade.com

AnglingTrade.com | June 2014

Simple Fly Fishing, By Yvon Chouinard, Craig Matthews, et. Al.

We asked the country’s leading carp guru to explain this, so you can better answer that question when customers ask you.

Copy Editors Mabon Childs, Sarah Deeter

TM

56 W h at ’ s Ne x t ?

Geoff Mueller

3

Tougher than your last three pairs of waders,

combined.

new

guide wƒders

a) grey “silver”

a) white “silver”

In the search for a fresh run, Orvis’s Jim Lampros puts his Silver Sonic waders to the test on Montana granite.

Real Men Wear

TURQUOISE If you want to stay in the loop with the latest information related to the business of fly fishing as it happens, be sure that your information is up to date in the Angling Trade database.

It’s free. No hassles. Just information.

We simply want to be sure we have accurate info on who you are, where you are, and what you do in this industry.

Please help us so we can continue to help you.

Thank you.

Visit anglingtrade.com/subscribe/

* If a current subscriber please be sure to check the “I’m a current subscriber” box.

303-690-0477

www.mountainriverlanyards.com

“MOJO MUD“ is now

JP’S BROWN* NYMPHING MUD

The same reuseable tungsten putty with a different name - still environmentally friendly, easy to use, and the choice of the pros.

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

303-690-0477

*Also available in gray

E DITOR ’ S C OLUMN

Adapt and Collaborate

In all my years of fishing, the number one lesson I have learned is this: You can sometimes impose your will on the fish, but more often than not, you are far better off to be observant, and give the fish what they want.

In other words, the fish almost always dictate the terms. You can have a great plan and bring your “A” game, but if you cannot adjust and adapt, you’re mediocre at best, even if sometimes you get lucky. It doesn’t matter if we’re talking about chasing bluefins in Tuna Alley, or rainbow trout in the Texas Hole. It’s all the same. Fishing is about problem solving. And angling skill is really the art of adaptation.

AnglingTrade.com | June 2014

So why are so many of us in this business so set in our ways?

6

I’m as guilty as the next sometimes, but if I hear one more person complain about what this trade show or that one lacks, I’m going to cringe.

In this day and age, it’s on you to go find out what your existing clients want, or what might interest potential customers, and figure out a way to give it to them. It doesn’t matter what trade show alphabet soup you swim in (or not)… it’s on you.

I’m sick of media people whining about ad wars. Print magazines aren’t dead. And online media isn’t the cure-all people thought it would be. Substance and credibility still reign supreme. Transcend the BS, and you can do well, in any format.

The ad revenue is going into things people actually read.

Video? Sure. But it’s as much about where people can access the content, which doesn’t always mean an obscure cable channel at 6 a.m.

It means the Internet, as well as film tours, and all that jazz.

If you want to sell $800 fly rods, it seems to me that the simplest recipe for success is listening to what consumers want, and then creating a fly rod that’s actually worth $800.

There are companies that are doing that now. Same for reels, and lines, and many other things.

We talk about getting more women involved in fishing… more people of color… more younger anglers.

Ask… adapt… deliver. It can happen. Those demographics aren’t giving us the stiff arm. We need to do more to openly embrace them.

And when I say “we” I mean exactly that. I think this market is headed toward an era of unprecedented collaboration. It should be. We all must work together on the macro goals, and then sort out the other stuff later.

By no means is the Pebble Mine fight over in Alaska. We still have a long way to go to protect the world’s most prolific wild salmon fishery.

But it looks like we can win. And if and when we do, the victory won’t belong to any one group, though some have certainly done a good

deal of the heavy lifting. This will go down as one of the greatest success stories in the history of fly fishing, because of how everyone actually pulled together. Fly worked with conventional tackle. Recreational fishing worked with commercial fishing. Commercial fishing and recreational fishing worked with the native people. Republicans worked with Democrats, and on and on.

Don’t make that a one-shot deal.

Follow that template to tackle many of our key issues—diversity… access… and the many conservation challenges that loom ahead… and this industry will grow and prosper.

In fact, I believe that those who collaborate best in the coming years—manufacturers with retailers, for-profits with nonprofits, traditional media with new media, commercial with conservation, and so on, will be the greatest winners. So choose your dance partners carefully.

I do have to say to all of you who adhere to the “we’re going to do business the way we always have for the past 30 years because that’s just how fly fishing does things” philosophy, I want to extend my congratulations. Because there aren’t many of you left in the flyfishing business anymore.

In any regard, the rest of us are willing and able to work with you.

We have to be. After all, if we fail to collaborate, we’ll be having the same discussions for years and years to come.

If we’re lucky.

Kirk Deeter Editor

AnglingTrade.com | June 2014

7

C URR E NTS

A look forward to Outdoor Retailer Summer Market 2014 “Not Just Fish They’re After”

By James Edward Mills for Outdoor Retailer “Many (people) go fishing all of their lives without knowing that it is not fish that they are after.”

as the place where he can engage his customers and suppliers in deep discussions on the state of the industry.

“Having gone as an attendee for several years I saw a lot of dealers there,” said the second-generation owner of Dan Bailey Fly Fishing in Livingston, Montana. “You want to have in-depth conversations with people and maybe meet some new

Henry David Thoreau ~ (1817 – 1862) Craig Amacker releases almost every catch. It’s not fish he’s after, but the experience of a day on the water, tiny moments of time when he’s directly connected to nature by a thin nylon filament. “It’s my escape, but it’s also my occupation,” Craig said as we cast our lines over the Wisconsin River. “It’s all about when that fish strikes and you know there’s something alive on the end of your line.”

AnglingTrade.com | June 2014

Craig splits his days between a fulltime job as the fly-fishing manager at Fontana Sports in Madison, Wisconsin and guiding anglers on excursions around the world. As an outdoor retailer he’s in the business of sharing his knowledge and experience with others. And each year in Salt Lake City leaders in the trade come together as a community to share their passion for their favorite pastime that also happens to be their vocation.

8

Outdoor Retailer Summer Market welcomes fly-fishing professionals from across the globe. They come to find the latest products as well as connect with fellow anglers with similar interests and common challenges in navigating the torrential waters of a highly competitive retail environment. In the business all his life, John Bailey looks to OR

ones. Now as an exhibitor, we’ve met more people at the last OR show than at the last several fly-fishing shows we went to.”

With a broad array of workshops and seminars during the four-day tradeshow, OR gives attendees the tools to directly translate their passion for the sport of fly fishing into genuine experiences for their customers to enjoy. David Leinweber, owner of Angler’s Covey in Colorado Springs, said advice gleaned through programs at OR led by the trade group the Outdoor Industry Association, helped to transform his store. By providing his customers, who had previously complained that local rivers were too crowded, with a detailed list of 60 fishing destinations within a two-hour drive, Leinweber made a critical shift in the success of his business. “It all about customer engagement,” he said. “It’s about identifying what your customers want and giving it to them.”

With more places to fish in relative solitude, Angler’s Covey customers rewarded the retailer with increased sales. But as the fly-

fishing demographic remains heavily populated by the aging baby boomer generation, companies are faced with the growing necessity to introduce the sport to new consumers. Women, children and urban adventurists offer retailers a great opportunity to grow the ranks of anglers.

Bart Bonime at Patagonia says his company’s new program called Simple Fly Fishing offers an all-in-one kit, complete with a tenkara rod, flies and a how-to guide, that can get anyone out casting for under $300.“The entire focus of that is to make fly fishing easily understandable, affordable and accessible,” Bonime said. “The learning curve is immediate and it’s appropriate for all ages.”

Available to fly fishing-retailers this summer this new kit just might help open the sport to a generation of users who are interested in a comprehensive outdoor experience.

“There’s a lot more crossover than people realize,” said Tom Bie, editor of The Drake magazine. “People who fly fish are also rafters or standup paddleboard users. All the camping equipment ties in. What I also like about Outdoor Retailer is it has a strong conservation component as well.”

It’s not fish they’re after. Specialty retailers aim to create a community of shared values. And though the industry can certainly provide the equipment and expertise necessary to get the fish to bite, OR also offers the opportunity to create a direct relationship with nature and fellow anglers who love it just as much.

To learn more about Outdoor Retailer, visit outdoorretailer.com

continued on next page...

INTRODUCING THE SALT, THE WORLD’S FIRST SALT ACTION ROD .

There’s a sense of urgency in the salt that’s palpable. Feeding patterns might be ruled by the tides, moon, or winds, but you swear there’s times they feed by stopwatch. When your chance comes to lay that fly in front of moving fish, speed of delivery and accuracy are your greatest assets. Borne of our decades ®

of saltwater experience and handcrafted using our revolutionary Konnetic Technology , the SALT is a fast loading, high line-speed rod. Its robust salt action taper gives you the power to manage today’s fly lines to deliver flies of all sizes at all ranges with effortless precision.

H A ND C R A F T E D A ND B U ILT ON B A INBRIDGE I S L A ND, WA , U S A w w w. s a g e f l y f i s h . c o m

C URR E NTS

TM

2014 IFTD Show Schedule

Wednesday, July 16, 2014

Friday, July 18, 2014

7:00 am – 5:00 pm

IFTD Registration Open

8:00 am – 7:00 pm

Service Center Hours (Freeman)

8:00 am – 9:00 pm

Service Center Hours (Freeman)

9:00 am – 6:00 pm

IFTD Show Open

8:00 am – 1:00 pm

IFTD Registration Open

9:00 am – 6:00 pm

New Product Showcase Voting

9:00 am – 3:00 pm

IFTD Show Open

4:00 pm – 6:00 pm

Pond Hog Casting Competition

12:00 pm – 3:00 pm

New Product Showcase Pickup

3:00 pm

IFTD Show Closes

3:00 pm – 8:00 pm

Exhibitor Move Out

Thursday, July 17, 2014 7:00 am – 5:00 pm

IFTD Registration Open

8:00 am – 7:00 pm

Service Center Hours (Freeman)

9:00 am – 6:00 pm

IFTD Show Open

9:00 am – 3:00 pm

New Product Showcase Voting

3:00 pm New Product Showcase Open to Everyone 3:00 pm – 4:30 pm

Iron Fly Tying Competition

5:00 pm Party at the Pond, New Product Showcase Winners Announced

Books & DVDs IFTD booth 571

Saturday, July 19th, 2014 8:00 am – 1:00 pm Service Center Hours (Freeman) 8:00 am – 12:00 pm Exhibitor Move Out And here’s a look at the solid lineup of seminars scheduled for the International Fly Tackle Dealer show:

Affordable impulse items for anglers of all types & budgets

Tuesday, July 15 4:00 p.m. – 6:00 p.m.

Why They Buy: Consumer Buying Psychology and Behavior

AnglingTrade.com | June 2014 10

DVD: $29.95 SRP

5 SC: $24.9

Presented by IFTD University and Art Webb, president and CEO, BCF

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

www.anglersbooksupply.com

In this two-hour session, we will learn about the 7 deeprooted Evolved Psychological Mechanisms that ultimately drive human behavior—especially purchase behavior. Armed with that knowledge, we’ll then look at how this applies to the three generations that presently drive our industry: Boomers, GenX and Millennials. Finally, we’ll discuss practical—and tactical— application of these insights across each of today’s key marketing and communication channels.

continued on next page...

Find out about our bluefin tuna conservation efforts at CostaDelMar.com/Bluefin

C URR E NTS

Seating is limited to 50 people. The registration fee is $75 and will be refunded if you attend the seminar.

For more information about this special session, please go to www. theflyfishingexpo.com under IFTD University Seminar.

Wednesday, July 16 11:00 a.m. – Noon Conservation and Your Bottom Line—it’s more than just philanthropy, it’s good for business Presented by Chris Wood CEO of Trout Unlimited Conservation is much more than simple philanthropy—as some of the more prominent members of this association clearly understand, Project12:Layout 1 5/1/14 9:00 AM

doing right by our rivers and streams is good for business. TU’s president and CEO Chris Wood will share some success stories from TU’s fly-fishing industry partners who give back to the resource on which they and their customers depend. He’ll talk about how investing in conservation creates long-term relationships with customers and the fly-fishing community that will pay dividends for years—maybe even generations.

1:00 p.m. – 2:00 p.m.

Accessorizing the Sale Presented by Bill Kendy, Kendy Consulting, Lansing, Michigan Upselling to customers is a learned skill. Unfortunately, many retail owners Page 1 and sales associates don’t

feel comfortable doing this and may fear losing the primary sale if they come off as manipulative or “pushy” resulting in a lost opportunity for additional sales. Learn the right way to make sure that your customer walks out of your store with a smile on their face and everything they need to have a great experience on the water.

2:00 p.m. – 3:00 p.m.

Barriers to Growth in the Fishing Industry and How to Overcome Them

Presented by Barry Mirakian, Continuum Group, Morrisville, Vermont For most owners the biggest asset, or potential asset, in their future wealth portfolio is their business, so understanding how to maximize success should be the highest priority.

However, in today’s competitive environment it is very difficult to start and grow a business.

Data from the Small Business Administration says that 33 percent of businesses fail in the first year.

This presentation will explore the five most common reasons for failure and the six critical factors of success necessary for business growth. This is a great session for

AnglingTrade.com | June 2014

the savvy business owner who wants

12

to succeed in the highly competitive sportfishing industry.

continued on next page...

THE BUSINESS OF FLY

TAP INTO THE $646B OUTDOOR INDUSTRY

SHOW | AUGUST 6-9, 2014 | salt lake city, ut demo | AUGUST 5, 2014 | Pineview Resevoir, ut

REGISTER TO ATTEND TODAY! www.outdoorretailer.com/FLY

C URR E NTS

3:00 p.m. – 4:00 p.m.

Advertising and Media Planning Presented by Bill Kendy, Kendy Consulting, Lansing, Michigan Creating an effective and efficient advertising program and media schedule is critical if you want to ensure that your advertising does what you intend it to do. With 35 years of experience in advertising media and sales, Kendy will cover the basics of planning your advertising schedule and media buy and how to work successfully with media representatives.

4:00 p.m. – 5:00 p.m.

Build Your Marketing Toolkit—The Four Pillars of Digital Marketing Presented by Karl Stearns, business consultant, Profits Plus Solutions, Mountainhome, Pennsylvania

AnglingTrade.com | June 2014

Digital marketing has forever changed the landscape for small business promotion. Now more than ever, small businesses need to embrace electronic media and use it to build strong relationships with customers, prospects and their communities. During this presentation you’ll learn about “how to get found;” ways to nurture relationships, grow your lists of contacts and increase loyalty; use campaigns to drive action; and how to use analytics to understand how well you’re doing and make better decisions.

14

5:00 p.m. – 6:00 p.m.

The Dynamic Duo: Retailer & Rep Presented by Michael White, Blue Ribbon Sales; Van Rollo, Mountain Sports Products; Crosby Beane,

AC Beane Outdoors Inc.; Jay Decker, Patagonia; George Cook, Angler’s Rendezvous The “rep” and retailer relationship is an ever evolving dynamic that, when actively fostered, will lead to outstanding long-term success, sales and profitability for the specialty retailer. Historically, industry manufacturers have utilized representatives to showcase, educate, promote and sell product to the specialty retailer. However, most successful retailers have found their best representatives are now more than that: they are true business partners. This AFFTA sponsored session will provide an avenue for manufacturers representatives and retailers to openly discuss how creating a Dynamic Duo can overcome the many obstacles faced within our industry and their collective business.

Thursday, July 17 9:00 a.m. – 10:00 a.m.

Fly Fishing and Conventional Fishing: Why Can’t We All Get Along?

Presented by Tom Keer, president, The Keer Group; Ross Purnell, editor, Fly Fisherman magazine; Ken Cook, managing editor, Fishing Tackle Retailer; Rich Hohne, digital marketing and PR manager, Simms Fishing Products; and Peter Jenkins, president and CEO, The Saltwater Edge.

This year is the second year that ICAST and IFTD are co-locating the fishing industry trade shows under one roof. However, historically, the relationship between conventional

and fly fishing has been uneven at best. In this session, industry and media leaders will explore the similarities, differences and unique opportunities between fly and conventional fishing to gain a better understanding of both.

11:00 a.m. – Noon Why Consumers Choose Brick and Mortar or Online for Purchases Presented by Alex Brooks, managing partner, Brookmark Research Services, Marblehead, Massachusetts Brick and mortar retailers lament they cannot compete with online retail channels. However, research clearly shows there are opportunities for both. In this session, you’ll learn what motivates consumers to shop various channels and how to take advantage of that buying behavior.

1:00 p.m. – 2:00 p.m.

Business Planning 101: Who Are You and What is Your Business?

Presented by Karl Stearns, business consultant, Profits Plus Solutions, Mountainhome, Pennsylvania A successful business plan needs to define the owners and their business. There should be a clear picture for investors, lenders, customers and even the owners themselves in order to avoid “identity crisis.” This session will provide a framework for preparing a comprehensive statement about your enterprise. Once you establish this important part, you will be in

continued on next page...

AgentX Extreme Slickness

FACT IS, BONEFISH ARE TOUGH TO SEE UNDER ANY CONDITIONS. Throw in a little cloud cover or wind chop and they’re pretty much invisible outside of 30 feet. Which means you need a line that fires as quickly and accurately in close as it does when you have to go long. Our Bonefish Quickshooter’s short, front-loaded head helps you put the fly in front of the fish at any distance. Even if you didn’t spot him until he was right there.

Ready to fish the flats more effectively than ever before?

Fish the Bonefish Quickshooter line.

RUNNING LINE

BACK TAPER

64'6"

7'

FRONT TAPER

BODY

14'

9'

HEAD LENGTH 35'6"

5'6"

The Bonefish Quickshooter

C URR E NTS

a better position to proceed with the next important part of your business plan.

2:00 p.m. – 3:00 p.m.

Can Conveying Best Practices for Recreational Angling Contribute to Fish Conservation and a Healthier Business?

Presented by Dr. Andy Danylchuk PhD Environmental Biology and Ecology assistant professor University of Massachusetts Amherst Whether we like it or not, recreational anglers are the cause of stressors imposed on the fish they catch and then potentially release as either a voluntary or mandated conservation action. Anglers can

also have a range of impacts on the aquatic and adjacent terrestrial environments that are important for maintaining healthy recreational fish populations. A considerable amount of scientific research exists that has quantified these impacts with the intent of developing ‘best practices’ so that recreational angling can become more sustainable. If the recreational angling industry relies on customers to catch fish and enjoy the overall angling experience, conveying best practices as part of marketing campaigns should contribute to the revenue stream.

Can it? For this seminar/workshop, we will examine the suite of best practices that science has helped develop and review the potential benefits and challenges associated

with using them to change the social norm within the recreational angling community while also selling more products.

3:00 p.m. – 4:00 p.m.

Business Planning 102: Where Are You Going and How Will You Get There?

Presented by Karl Stearns, business consultant, Profits Plus Solutions, Mountainhome, Pennsylvania All businesses have a core around which their activities and decisions revolve. During this session you will look at yourself in relation to your competitors and your market place.

continued on next page...

Get ready to open up a can. Precision lines are engineered for performance. And so are the new tin packaging and dealer terms. Connect with your rep at 800-847-6787.

cortlandline.com

PHOTO LOUIS CAHILL

THE WORLD’S M O ST A D VA N C E D POLARIZED LENS see the world differently: the Dockside ChromaPop™ Polar Bronze Mirror

smithoptics.com/chromapop

C URR E NTS

How do your customers view you?

What services and products will you offer to set you apart? What type of entity will you use, i.e., sole proprietor, LLC, general partnership, limited partnership or a C or S corporation. Who has the money and how will it be used?

Friday, July 18 10:00 a.m. – 11:00 a.m.

Retailer Roundtable: Lady Anglers: What They Buy and Why

online. We will set a group of esteemed angling bloggers loose to break down what topics are gaining the most reach, and what angling issues/trends are they most keen to write about. Bloggers are often our best ally in spreading excitement about the industry, and keeping them well stocked with interesting fodder is just plain smart business for any retailer, manufacturer or guide.

• Free delivery on all orders over $50 ($5 fee on any order under $50)

Also from AFFTA

• Invoicing or payment by credit card is avaliable

Presented by Hilary Hutcheson of Outside Media, Lise Lozelle of Maven Fly, Diane Bristol of Simms Fishing Products, Patagonia guide Rachel Finn, David Leinweber of Angler’s Covey and more!

AnglingTrade.com | June 2014

Women make over 80% of all purchasing decisions in the average American household. Yet, the flyfishing industry often fails to market, develop and sell women’s specific angling gear. This panel of retailers and professional fly anglers will delve into what draws women to the sport, what gear they covet, what products are moving for women and what retailers can improve upon to better tell the story of fly fishing to female consumers.

Learn first-hand about what women want, and dial up your ability to more effectively target the female angling consumer from product selection to marketing efforts.

18

11:00 p.m. – Noon Bloggers Roundtable: A Round-Up of Web Chatter Avid anglers are passionate about all aspects of fishing… from patching pinholes in their waders to keeping up on the ‘fishing gossip’

• One stop shopping for office supplies, janitorial supplies, safety/first aid equipment, furniture, technology, print, and promotional products • Dedicated account management • Easy online ordering or order by phone

Please contact Lauren with any questions and if you need to renew your AFFTA membership, you can do so here http://www.affta.com/ join-affta/membership-applicationform/.

Staples Advantage has created a program for AFFTA and our members. This program allows every member to be able to order from Staples Advantage and receive discount pricing based on the buying power of the entire association. It is very easy to start ordering—just contact Lauren Hemphill at lauren.hemphill@ staples.com or call her at (303) 5254802. Lauren will set you up under the AFFTA master account as your own bill to/ship to.

Once you are set up with a log in, you can order from Staples Advantage and receive the following benefits: • Discounted business pricing— they can also match prices if you are finding something cheaper elsewhere • Next business day delivery

People News Simms has added some serious new talent to its marketing team in Bozeman.

Matt Millette joins Simms as the company’s senior director of brand marketing after a decade with Nike. At Nike Matt was the director, global brand for NIKEiD, Nike’s custom product division. Matt’s new role at Simms will be to drive all marketing and brand initiatives.

Bauer RX 5 Ad 061214 rev2_Layout 1 6/12/14 2:56 PM Page 1

New R X HIGH PERFORMANCE ELEGANCE

John Frazier joins Simms as community specialist after a career at Bonnier Media, where he was based in Florida. At Bonnier, John rose through the ranks to become editor of Fly Fishing in Salt Waters. At Simms, John will oversee all social media endeavors and be a critical contributor to the company’s digital strategy.

bauerflyreel.com

•

888.484.4165

continued on next page...

PLEASE VISIT US AT OUR TRADITIONAL BOOTH LOCATION AT ICAST/IFTD ICAST SECTION BOOTH #1463

PROVIDING INNOVATIVE SOLUTIONS TO THE ROD INDUSTRY SINCE 1968 10

0.8

50

0.7 80

0.6

0

91

80

0.6

425

R 0.3

95

1.2

6

66 6 0.0 93 0.06 0.0 01 0.093 1 0.2 60 0.20 0 0.3 0.36

3 0.11 6 0.17 4 0.23

0.276

1

0.76

46

0.82

0.346

url

l Kn

gona

rl Nut

Diagonal

Knurl

p

tt Ca

Bu

l Kn t Cap gona rl But Knu onal Diag Cap Knurl Butt Diagonal

Dia

* Natural and Black Pearl finishes TM

A REPUTATION YOU CAN BUILD ON

0.343 0.377

0

0.81

7

0.500 80 0.6

0.37

47

3.4

o mp Co K EC S-D

0.680

7

3.44

ter

Int

C l, LL

0.810

na

tio

er

na

Wa

ge

/12

Ed

R

s

nt

ne

0.680

7

1.24

0.377

e: Dat n of inal isio : Orig ons A Div g No. l: ensi win rova dim Dra all App e: ified n Dat 1.247 LLC isio 3.447 Drawn By: e spec al, Rev rwis tion ber: othe rna ess es Num Inte Unl 2 ter Part 5" in inch are: 200 eWa rdw are rances +- 0.00 2" ents Ha le: : : +- 0.00 of Edg pon Tole Sca 0.500 s gths cer sion nsion ers: REC Com Len l Spa A Divi No.: met nal Date: all dime Dia yright, Origi ing fied od Bur speci Draw l: Cop oval: wise Hardwo eria Appr Mat Unless others n By: TM inche : are: Draw tr " are inolor ion Date: sh/C ances +- 0.005 Revis Space el Foo Burl ber: FiniToler ths: : +- 0.002" nts 2002 Re ood ept l, LLC Num pone Leng Hardw Part Nut ationa eters: REC Com Acc Diam : ater Intern ns de: right, Scale ts to dimensio Gra EdgeW Copy all cke n of rial: e specified Po A Divisio Mate otherwis led t Unless No.: Mil Drawing l Foo Date: in inches are lor: Original TM pt Ree es are: l: h/Co Toleranc : +- 0.005" Finis to Acce By: Approva Drawn + kets Lengths: rs: - 0.002" ents 2002 d Poc Compon e: Diamete Mille Grad Copyright, REC Date: : Revision : Material Part Number Reel Foot Scale: Accept

5

0.820

0

Knu

onal

Diag

url

0.810

77

0.3 0.091

0

1.2

0.50 0.253 t Nu

0.750

0.680

1.295

47

00

6

10

0.8

1.2

0.5 0.740

53 0.2 0.836 3 0.25

Dia

*Engraving options available

0.6

0.647

0.68

0

0.74 6

0.83

0.34

80

0.680

0

0.761

0.3

R 0.105

0.604 R 0.408 R 0.3425

95

0

0.7 36

0.8 61

3 0.34 7 0.37

0.68

0.100

20

0.8 40

0.7

0.820

0.740 0

0.09 5

1.29

0.50

0.113 0.176 0.234

0.066 0.093 0.201 0.360

25

R 0.34

0

0.755 0 0.10

0.836

1

7

0 0.64

0.68

8

0.82

0 0.74 00 0.5

5 0.75 00 0.1

6

0.83 13 0.1 76 0.1 34 0.2

5

R 0.10

4

0.60

R 0.40

0.27

40

0.7

55

0.7 36

0.8

0.75

43 0.3 77 0.3 0 0.68

47

0.6

08

R 0.4 76

0.2

20

0.8

0 0.81

0.0

05

R 0.1

04

0.6

1.29

NBG

r

ace

rl Sp

Bu ood

H

1.295

Milled

s to

Pocket

AJG

5/13

ents /12 6/12n

po Com

PM er 1015 R1EC -DK Silv d 1/ NBGS 2 kel lishe Nic 5/13/1 ht Po Brig ht AJG 2 ents on Brig 6/12/1 PMH mp Ever C l Silver 15 Co RE 10 Nicke ed 1/1 NBGS-DK t Polish Brigh 5/13/12 right EverB PMH AJG Silver el Nick 6/12/12 hed 1015 olor: 1/1 Finish/C Bright Polis TM ht Grade: EverBrig

C URR E NTS

“We are very excited to have Matt and John join us,” says K.C. Walsh, Simms’ president. “Matt’s experience at Nike and his passion for fishing are a perfect match for our brand.

And John Frazier is a talented writer and editor who brings a saltwater perspective that we need in Bozeman.

We are excited for the future of this team and the future of our company.”

“I can’t imagine a better scenario for my career than to join the talented team at Simms,” says Matt Millette. “I have relied on the company’s gear for years and to be in the position to help shape the future of this brand is truly a dream come true. We are crafting a world-class organization of highly qualified and passionate individuals.”

The addition to the marketing team also provides an opportunity

for the team to be reorganized for upcoming growth. Rich Hohne will be utilizing his skillset in the newly minted brand communications manager position responsible for public relations, advertising, and community management. Julie DonTigny will assist in the evolution of the Simms online experience as digital content specialist.

Diane Bristol, longtime leader of the Simms marketing team, has been elevated to position of senior director, employee & community engagement.

In her new role, Diane will oversee all employee relations for Simms.

“Diane’s promotion reflects our company’s commitment to making Simms a great place to work,” says Walsh. “Diane leaves big shoes to fill in marketing, where she has done an exceptional job for over 15 years; however, focus on our employee experience, including the retention and happiness of our staff, is the most important priority at Simms right now, and that’s why we have put our longest tenured and most respected manager in charge.”

Orvis promotes Shawn Combs.

“After being part of the marketing team for so long, it is amazing to lead this new Simms initiative of improving the quality of our work experience,” says Diane.

Shawn Combs will assume the divisional merchandising manager role at Orvis, filling the position recently vacated by Steve Hemkens. While Orvis capably filled that slot from within, it is opening a search to fill other key positions, including director of manufacturing, hunting product development, and rod & reel product development. Congratulations to Shawn, and good luck to those of you who will be chasing these jobs, which are clearly among the best positions in the industry.

For details: https://ch.tbe.taleo.net/ CH14/ats/careers/requisition. jsp?org=ORVIS&cws=1&rid=1870

continued on next page...

This July, see what the tide brings in.

IFTD Orlando, Florida, and at scottflyrod.com

S c o t t F l y R o d C o m p a n y | 2 3 5 5 A i r P a r k W a y, M o n t r o s e , C o l o r a d o 8 1 4 0 1 | 9 7 0 - 2 4 9 - 3 1 8 0 | s c o t t f l y r o d . c o m

C URR E NTS

Hatch Outdoors hired Capt.

Dave Chouinard and Jimmy Dobes, of Chouinard Outdoor Asscoicates, Inc. as its new sales representatives for Florida, Georgia, Tennessee, Alabama, South Carolina and North Carolina.

AnglingTrade.com | June 2014

“We’re really excited to have Dave and Jimmy represent our products in the southeast region. The territory can only benefit by their knowledge and experience, and we have no doubt they will make a tremendous impact for our brand.

Historically, the Southeast has been a tough nut to crack based on our proximity to the region, and the fact we’ve never had representation.

That said, we expect that’ll change dramatically in the years to come” said John Torok president/CEO of Hatch.

22

Montana Fly Company (MFC) recently announced the addition of HartMontgomery Outdoor Sales as its sales agency for the northern Rocky Mountain region, including Montana, Idaho and Wyoming.

Hart-Montgomery, based in Bozeman, Montana, represents a number of leading brands within the outdoor, fly fishing, conventional fishing, whitewater and hunting channels. Hart-Montgomery currently represents brands such as AIRE, R.L. Winston Rod Co., Costa Sunglasses, Scientific Anglers and Ross Reels USA. Smith Optics announced several new hires and staff promotions to continue to promote its diverse line of sunglasses, snow and motorsports goggles, snow and bike helmets, premium protective eyewear and ophthalmic eyewear.

Brian Cotsonas has been named eastern regional sales director for the brand, after serving as sales manager for the past ten years. Cotsonas’ responsibilities in his regional territory

remain the same, while expanding his dedication and drive to increase sales in key markets.

Following the launch of its best-inclass E-commerce site last month, Smith Optics appointed Eric Stumpner to E-Commerce and web development manager. While continuing to lead the E-commerce team and all web development projects on the hybris platform, under his new title, Stumpner will also oversee the growth of Smith’s online consumer marketplace and be responsible for all of the sales and marketing efforts throughout Smith’s E-commerce serviced markets.

Both Cotsonas and Stumpner report directly to Blair Clark, sr. vice president marketing & sales.

Kat Stansberry joins the Smith team as the new art department coordinator, reporting directly to art director, Chatham Baker. Previously serving as catering director for Sun Valley Resort for the past seven years, Stansberry brings her attention to detail and creative spirit to her new position at Smith.

The operations team also welcomes two new faces to its department.

Krysia Logsdon takes the helm as buyer/planner for the helmet and elite categories and Valerie Lewis serves as operations coordinator. In her parttime role, Lewis will primarily support eyewear operations, reporting, offsite warehouse inventory integrity, and data management. Logsdon and Lewis will both report to Colin Yankee, senior supply chain manager at Smith Optics.

continued on next page...

AnglingTrade.com | June 2014

23

C URR E NTS

Korkers Products, LLC is pleased to announce that Brian Chaney, current president and director of sales, assumed the reins as CEO on June 10th. As a part of this planned transition Sean Beers will assume the role of strategic advisor to the company moving forward.

AnglingTrade.com | June 2014

Beers stated, “I was originally brought on board at Korkers to align the company for significant growth while guiding Brian to become an effective leader. I am very proud of the success that has been achieved here at Korkers over these last five-plus years on these fronts. Together Brian and I, along with Korkers team members, have transformed the Korkers business and made a significant impact on the global fly-fishing and cold weather footwear markets. Brian was instrumental in driving the company’s success and is well positioned to take on the leadership role at this time. I look forward to continuing to support his efforts.”

24

Over the past five years, Korkers experienced significant top line growth and has established itself as the leader in the fly-fishing wading boot category. During that time, the company reinvented its core technology, the OmniTrax Interchangeable Sole System, rebranded its presence in the market, implemented a strategic sales approach, and established highly effective and scalable operating and financial management processes.

Cheeky Fly Fishing is excited to announce Ted Upton as its new Chief Executive Officer.

Ted Upton is a member of the founding group at Cheeky Fly Fishing and has run and supported the company’s operations over the past four and a half years. Upton will succeed Scott Caras, who will remain involved in Cheeky Fly Fishing as an owner and member of the board of directors. As CEO, Upton will manage all of the company’s day-to-day operations as well as lead strategic growth initiatives.

PRODUCT NEWS Puncture Resistant Insoles by Steel-Flex Steel-Flex® Puncture Resistant Insoles are an exciting new product offering both superior comfort and puncture resistance with a fully encapsulated, flexible Steel-Flex® steel midsole.

A quick summary of the Steel-Flex® Puncture Resistant Insoles benefits are: •

Designed to fit into most types of work boots and shoes.

•

Consists of heel cup, longitudinal arch support for improved foot stability.

•

Transform low-cost boots and shoes into comfortable, puncture resistant footwear for a fraction of the cost associated with high-end work boots.

•

Comfortable all day wear.

•

Increased shock absorption.

Helps align the skeletal structure to reduce foot, leg and lower back fatigue.

There’s a New Fly Company in the Neighborhood

The metaphorical neighborhood that is... Stu Tripney hails from Scotland, and has run his fly shop near Athol, New Zealand since 2001. Stu has now launched an entire line of flies, called Stu’s Superior Flies. The selection of bugs covers everything from trevally to trout and is set up to purchase on his site via species selection. Do yourself a favor and check out Stu’s as it’s full of quirky but fishy goodness.

Retail shops interested in stocking Stu’s Superior Flies should contact Stu for a dealer login code.

Please note that Stu’s Superior Flies are only available to dealers in 12 x freshwater packs and 1 x saltwater packs.

Stu’s Fly Shop PO Box 1, Athol, 9749, Southland, New Zealand Phone: +64 3 248 8890 Mobile: 021 135 6637 Finger Rock Outfitters announced the launch of its customizable wading bandolier belt.

With prices starting at $15.00, Finger Rock Outfitters’ new fully customizable wading belt

S O U T H W I C K A S S O C I AT E S works as a belt or bandolier. It’s an affordable option many anglers will appreciate and is available immediately with free shipping. www.fingerrockoutfitters.com

COMPANY NEWS Tenkara USA announces the launch of their new website Tenkara USA’s website has been completely redesigned to more effectively share the tenkara story and enhance customer experience with relevant and engaging information.

The website will further Tenkara

continued on next page...

B E T T E R I N F O R M AT I O N .

BETTER DECISIONS.

What we can do for your company...Quantify market size, identify your market share and your competitors’, learn what your customers really want and develop smarter pricing strategies.

Contact us for a sample report.

John DePalma 303-552-8454 jdepalma@brandintelligent.com

www.anglersurvey.com

www.southwickassociates.com

Stealth ApproAch Sneak away from the crowdS, Sneak into the water, Sneak up on the fiSh.

The all new STealTh Pro ■ ■ ■ ■ ■

8’ long, 35 lbs rockered tubes Urethane bladders Integrated Gear System 5 year warranty

Ad_StealthPro_AnglingTrade_HalfPg.indd 1

perSonal watercraft for the covert. www.outcastboats.com • 800-966-0976

1/8/14 10:30 PM

C URR E NTS

USA’s mission of creating and sharing content as it continues to introduce tenkara products as well as provide instructions, techniques, stories and other resources.

Daniel Galhardo, founder of Tenkara USA, says, “The web has evolved since we started the company in 2009, and there are many new tools to help us effectively tell the story we’re trying to share. It was time to invest in a new platform to share the great amount of content we have created over the years. I think this may be one of the best examples in content marketing available anywhere.”

The new Tenkara USA website includes products, videos, techniques and lots of information. Additionally, for customers wanting to find local resources, the new website features a “Tenkara Community” page, and the “Tenkara Guide Network,” a directory of guides who use tenkara as their preferred method of fishing, as well as a listing of tenkara dealers throughout the country.

York State,” Murphy said. “We have hired a leading composites engineer to head the team.

Tom Murphey, formerly of the Air Force Research Laboratory in Albuquerque, is not only a prominent scientist in the field, but he also is the holder of two current IFGA records on fly. Tom will be applying the latest material science breakthroughs to fishing rod design.

We will bring our first US-made rods to market in 2015.

“Douglas Outdoors is committed to a dealer-centric program,” Murphy added. “Our focus will be on the independent dealers, and we will

services that anglers and dealers alike will find both new and familiar.”

Tidal Roots, like many other brands, was born out of necessity. The need was a platform to approach weary fish in shallow water and the solution for Tidal Roots founders Kent Scovill and Kyle Schaefer was hand made wooden Stand Up Paddleboards. “There is nothing like sight fishing and casting from a Tidal Roots board. I’ve retired my kayak and now prowl the salt water flats, ponds and wooded lakes of New England with fly rod in hand exclusively on my Tidal Roots stand up paddleboard” Kyle said.

As paddleboarding grows and proves to the world that it is here to stay, Tidal Roots storms onto the scene thinking differently. Tidal Roots was born for the consumer that wants to #ConnectToTheOutdoors in a deeper

AnglingTrade.com | June 2014

Jim Murphy, former president of Hardy North America and founder of Redington, recently announced the founding of Douglas Outdoors, which is a new partnership with the Barclay family, prominent conservationists and owners of the Douglaston Salmon Run (DSR) on the famed Salmon River in New York.

26

Douglas Outdoors will present two new fly rod ranges, a line of spin and casting rods, and two new fly reels at the annual ICAST/IFTD show on July 15, in Orlando, Florida. This first product offering will feature the Eclipse fly reel, the first to be made in the Douglas Outdoors factory in New York.

“We are in the process of building a new fishing rod factory here in New

offer them products, programs, and support that will reflect on their key role in the fishing industry. I look forward to presenting Douglas Outdoors to the industry and to offering a fresh legacy of tackle and

way. Co-owner, Kent Scovill explains: “Our products have a soul that is alive like yours and mine, we execute 100% of our manufacturing process in the great state of Maine, and build every

continued on next page...

REDINGTON SONICDRY WADER SERIES Embedded with 37.5™ permanent technology, our waders capture and eliminate moisture near your body. Because it’s not just about blocking the water from the outside, it’s about keeping you comfortable on the inside too.

redington.com

*Seam technology licensed via Orvis patent 7,770.235

C URR E NTS

board out of carefully selected wood.

We embrace reclaimed barn boards in our processes that are salvaged from structures around New England.

Reclaiming and re-purposing these materials for our Tidal Roots boards gives our product a soul, and tells a deep story spanned over hundreds of years.” Hand crafting wooden SUPs in southern Maine sets Tidal Roots apart from their competitors products which are primarily manufactured overseas out of EPS foam which is essentially a nonrenewable plastic.

AnglingTrade.com | June 2014

On May 24th, Tidal Roots launched with their debut line of products that beckon people to connect to the outdoors.

Within that line consumers can enjoy three user-friendly models of stand up paddleboards in three lengths, 10ft, 11ft, and 12ft. These boards invite users of all ages, and skill levels to get out on the water on a stable platform and explore their local waters. The innovative brand

28

also offers one-of-a-kind custom SUPs that are created out of the Tidal Roots Custom Shop in southern Maine. “If you can dream it, we can build it,” co-owner Kyle Schaefer said confidently. He went on to say, “We are proud to offer their customers the option to dream up their perfect SUP and have it delivered right to their front door.” In addition to SUPs, Tidal Roots offers a line of logo wear that is made in the USA out of organic cotton and recycled plastic bottles, plus other accessories designed by local artists that support our love for the water.

Consumers can expect Tidal Roots to continue to innovate in the outdoor industry creating functional products that are built in the USA with green practices and renewable resources being utilized.

Join the movement… #ConnectToTheOutdoors with Tidal Root’s #ProductsWithASoul. http://tidalroots.com

And the Survey Says...

In your estimation how many times (a few hours or more) per year does your average customer actually get on the water to go fishing?

• b .) 10-20 times a year (43%, 37 Votes) • a .) Less than 10 times a year (30%, 26 Votes) • c .) 20-30 times a year (15%, 13 Votes) • d .) More than 30 times a year (8%, 7 Votes) • e.) I have no idea (4%, 3 Votes)

Realistic, Durable and Deadly.

Finally! Artificial flies that look like real flies, won’t fall apart, and produce great results.

And it’s so easy to choose the right insect and life stage to match what the fish are eating.

Best of all, our sales program is guaranteed to make you money.

Contact us for the full story and see us at the IFTD Show in Orlando, Booth #548.

Join The Revolution.

Distributed in North America by

Tel: 800.332.3305 info@anglersportgroup.com

JsonSweden.com/en/

Meet The Award-Winning Tryst

by Vosseler

Simply The Best!

C&F Design Fly Tying Tools and Vises

German engineering raised to another level

Now distributed by Angler Sport Group

Contact us for all the details and see the reels in Orlando.

Contact us and see us in Orlando.

info@anglersportgroup.com Tel: 800.332.3305

info@anglersportgroup.com Tel: 800.332.3305

FEATURE

Do Mobile Devices Hurt

Your In-Store Sales

?

It finally happened, in this year 2014, all of the industry pundits

agreed that mobile shopping has exceeded all previous estimates by whopping margins and it’s a force to be reckoned with. Recent retail studies by Accenture, Deloitte, BearingPoint, Motorola Solutions, IBM, Forrester and others all have common themes: the customer is blowing by the capabilities of most retail stores with mobile devices; particularly when info-shopping and order management. And the use of mobile devices to compare, shop and track orders only continues to skyrocket. I am part of those statistics. I am a mobileenabled shopper. I can be your worst customer…or am I?

AnglingTrade.com | June 2014

Written by Steve Schweitzer

30

It’s interesting to look back in time and re-read those reports just five years ago that predicted where we’d be with the use of mobile devices and “Internet shopping.” In some cases, we are already seeing levels of mobility-based shopping that were predicted to occur in 2018-2020… some 50-80% off target. That’s actually good news for the retailer.

But let’s not get caught fantasizing that mobile shopping is akin to the E-commerce wave of the 80s and 90s.

Using the Internet to shop, with all of its newfangled devices aside, is nothing more than a replacement for two key traditional shopping activities: cataloguing and order management.

Today’s catalog isn’t a toilet room tome mailed annually to your home; it’s a web-based, interactive, real-time

product E-showroom offering more than just a picture, brief description and a price. Savvy catalogs offer reviews, product downloads and links to related products. And in the same vein, webstores have opened the kimono to what once was taboo to show the customer: the inner workings of that order and its status. Now we can get a real-time glimpse into our orders from creation to delivery—now THAT’s a great example of superior and useful customer service. Think Amazon Prime with it’s almost overcommunication on the status of your order from genesis to exodus.

Let’s examine current thinking around the use of mobile devices and how it affects consumers and retailers. Does the use of mobile devices in your store rob you of sales? The answer may surprise you.

The Current Landscape Webrooming vs. showrooming remains equally split 50/50, with a trending shift back to stores: shoppers are now re-engaging with the store; citing they miss the instore experience. However, online shopping remains strong primarily due to convenience, fueled by the insurgence of the smartphone, phablet (hybrid phone with a small tablet-sized footprint), and tablets.

In fact, online shopping, once a statistic reserved for shopping with a computer, is now blurred with mobile-device shopping. According to recent Accenture studies, the rate of digital device usage for shopping is already estimated at 36% of all retail transactions with estimates as high as 50% by the end of this year (2014). Increased penetration and

continued on next page...

A FRESH LEGACY douglas outdoor’s fresh legacy of tackle WILL debut on july 15th-18th at icast and iftd in orlando, fl.

DHF FLY ROD

NEXUS FLY REEL

DXF FLY ROD

ARGUS FLY REEL

Spin & Casting rods

The DHF upgrades the accesible performance rod category to challenge experienced anglers. Exceptional quality, made to last.

A sealed disc drag reel with a lightweight frame made to maximize drag and minimize torque.

Perfect for moving into new waters.

A finely honed reel that gets you closer to the fish.This US-made reel is a sporting reel for the experienced angler and beyond.

26 actions in this line challenge the best-ofclass rods to date. Both space-tech and down to earth, these are a new standard.

$159-$269

$250-$325

Our premium fly rods with proven tapers are a culmination of 20 years of design and practice.

The DXF anticipates the full confidence an angler requires in the tackle they bring to the water.

$375-$450

$250-275

$320-$375

www.douglasoutdoors.com @DouglasFishing

BOOTH 2010

BOOTH 470

FEATURE adaption of smartphones accounts for 75% of all digital shopping. As an example of tablet and smartphone penetration, 2013 iPhone and iPad sales doubled 2012 unit sales rates, while iPod sales tanked by the same rate. However, the big market is with Andriod-based smartphones, capturing 82% of the market as of Q1 2014. Global smartphone sales alone in 2013 were estimated at 995 million units, up 50% from 2012. The mobile-fitted consumer has already landed, well ahead of retail being ready for them.

Figure 1 illustrates this in more detail.

Why Physical Stores Will Always Be Around With all the hype around mobile shopping, the physical store still has its place. Why? Because it involves all senses: touch, smell, sight, sound, taste… and consumers still have a “5-senses overload” scratch to itch. No mobile device will solve for this. But mobile devices play a heavy part in fueling the in-store need. And what else have we learned from the plethora of studies by the leading pundits? The war between internet sales and full-on retail is a board game battle; it’s not real.

“The war between internet sales and full-on retail is a board game battle; it’s not real.”

AnglingTrade.com | June 2014

There’s no difference between internet sales and in-store sales—the shopper is the same, the internet didn’t create a whole new shopper, either they shop in the store and buy from the web or vice versa. The advantage here is web catalogs are more interactive, more real-time and provide near-instant feedback on user reviews, order status, shipping status, etc.

32

A fly-fishing retailer needs to be part of both sides of two key retailer movements: web-to-store and store-toweb. The consumer’s sensitivity to price and to shopping experience is vastly different, and the key to winning over both is understanding their buying-decision drivers.

Figure 1. – The Keys to Winning Over Web and Store Shoppers Getting Into the Minds of the Modern-Day Shopper With Figure 1, we learned that it becomes necessary to understand the minds of the mobile-enabled shopper to reap the rewards of greater sales to you. We think we know, because we are shoppers ourselves, but do we really know? The following three figures illustrate what shoppers want and how they want to shop.

FEATURE Figure 2 Take-Aways: Convenience and product availability wins every time. If you have it and it is convenient for the shopper to purchase, they will purchase. Online sales (nonmobile) still trumps mobile sales, but the future trend is in favor of mobile shoppers.

Figure 4 Take-Aways: Consumers prefer to do it themselves with their own device. Kiosks are nice, but maybe a redundant technology with the insurgence of mobile smartphones and the like. Sales associates rely less heavily on mobile devices to conduct consumer help… most likely attributed to the low saturation of mobile-ready sales associates in retail today.

Figure 3. - Shoppers Want More Mobile Services While Shopping In—Store

Sales Through Mobile Devices Don’t Come Without Sore Spots

Figure 2. - How Shoppers Want To Shop

It’s all well and good that we focus on the shopping experience to close the sale, but what about after the sale? According to the 2014 Motorola Mobility Shopping Study, shoppers reported increasing dissatisfaction on the return/exchange process after a mobile-based purchase: 45% were not satisfied.

Figure 3 Take-Aways: Amongst mobile shoppers, if they can have ready-access to product information, reviews and the like, they are more apt to increase their communication to fellow shoppers, retailers and manufacturers. And if they share a good story, it helps everyone. It is estimated that retailers can recover greater than 60% of out-of-stock incidents if the store is prepared to allow the customer to order the item(s) before they leave and have them shipped directly to their house.

Figure 4. - How Shoppers Want to Shop

How to handle those returns and exchanges? Three out of four sales associates thought store management can better manage employees and operational processes when empowered with technology and better information. Yet ironically, more than half of all retail organizations surveyed do not allow personal devices to be used for work, when in fact, they may be able to help.

Your Part in the Mobility Race This isn’t a “choice game” for the retailer; retailers must embrace the digital influence of mobile shopping. This doesn’t mean you have to arm every sales associate with tablets and install kiosks at every end-cap, but what it does mean is to recognize the power and influence of a simple consumer-owned device and play into their hand. Things to be mindful of when encouraging mobile shopping in your store: •E mbrace the consumer-owned mobile device as your own sales tool; heck, you don’t have to invest in new hardware, all you have to do is provide the digital information.

continued on next page...

AnglingTrade.com | June 2014

•P rimary tenets of keeping loyal customers remain the same, regardless how they shop: good product selection, competitive prices, exemplary customer service and earned trust.

33

FEATURE • C reate a seamless retail experience amongst all the

• A n info-shopping customer is buying customer; if you

channels you participate in: stores, online, mobile,

are the one to provide the info first, you most likely

social media, etc.

will be the one to get the sale.

• U se QR codes next to merchandising to link directly to manufactuer product info.

• Incent and encourage product reviews on social channels and traditional website pages.

• L ink directly to the manufacturer info from your website and E-store.

• S upport multiple device formats: tablets, smartphones, and standard laptop screens.

• S ince the Android© platform garners 86% of the market, ensure your digital showroom supports that platform.

• B e there when the customer wants to buy, sell at the “speed of the customer.”

• C ustomers don’t want to navigate through endless pages on a website to find info.

What Have We Learned?

What is old is new; the game really hasn’t changed, just the way consumers shop has—mobile devices have entered the picture. Customer Experience and Customer Service is still the #1 concern: 38% of those surveyed cited this as the most critical area for retailer improvement—regardless if they shopped with mobile devices or not. Consumers are savvy and smart: they want the best of online shopping and the best of in-store shopping… now. Figure 5 illustrates the simple influence of better customer service on upsell opportunity. We now know that no matter how a customer buys, they demand increasing levels of customer service.

continued on next page...

Exactly how hard is it to come to work each morning and surround yourself with fishing rods? Could be worse, that's for sure. Which might go a long way in explaining why over the last 65 years, St. Croix has emerged as America's largest manufacturer of premium-quality fishing rods. Our position has been earned by a very unique set of variables.

b St. Croix is family owned and managed. b St. Croix has a strong heritage of USA manufacturing. b St. Croix, with our two state-of-the-art rod factories, controls every aspect of the rod making process.

©2014 ST. CROIX RODS

From conception to inspection – through unmatched customer service – the focus remains the same: To build THE BEST RODS ON EARTH.

FEATURE Figure 5. – The (lost) Upsell Opportunity

We have also learned that mobile devices not only help a retailer, they should be encouraged and embraced as part of the sales process. This is directly opposite of what most small retailers think; “They come in my store, scan a barcode and comparison shop while in my store. For all I know, they just ordered it from a big box.”

Archival quality. Limited ads.

Iconic voices; stunning images.

Conservation, adventure and travel.

Tablet and collectible paper editions.

Get The Flyfish Journal in your shop today.

Retail and adver tising: questions@thefly fishjournal.com or call 360.752.5559. www.thefly fishjournal.com

Figure 6. – Influence of Digital Shopping on Four Key Retailing Success Metrics

I have one. You have one. Your customer has one. Shopping with a mobile device is rapidly becoming the defacto way consumers shop. So, do mobile devices hurt your in-store sales? They could, if you ignore them.

FEATURE

The Non-Fly Impulse Buy Walk into any fly shop, and right near the cash register you’ll surely notice those “impulse buy” items—strike indicators… lip balm… small fly boxes. If you think outside the box; however, you might be able to offer some non-fly-fishing items for added effect. Here are just a few examples that we have tested and recommend.

Written by AT Editors

AnglingTrade.com | June 2014

COMPETE® Energy Bites

38

It’s mid-afternoon and your fly-fishing clients are still on the river, yet their morning coffee or tea wore off hours ago and their energy is fading. There’s no diner or magic coffee maker in sight. You can remedy this situation quickly and easily—and give your retail business a boost—by sending

your customers off to fish in the morning with a six-pack of COMPETE® energy bites.

This is a new product produced by Mission Pharmacal Company that provides 135 mg of energy-boosting caffeine in a great-tasting, mocha- or chocolate-flavored chew. (Think the effects of 5-Hour Energy, only in a

format that actually tastes good.)

The bite-sized punch of portable power enhances performance and minimizes fatigue with only 45 calories and no need for a medicinal-tasting energy drink.

It’s proven to be a win-win scenario for retailers and customers during recent test marketing of COMPETE® energy

bites in leading fitness and health centers in the United States.

What exactly did pilot participants have to say about the boost COMPETE® energy bites provide?

• “I think COMPETE® energy bites are a good product. They provide a benefit of giving increased energy and focus without feeling jittery. The positive effects are long lasting.” (John McClure, occupational therapist) • “I have been using COMPETE® as part of my training program, particularly during pre-contest preparation when my energy levels were lower than usual. My cardio performance increased dramatically and mental focus definitely improved when using the product. I’ve recommended COMPETE® to a number of my personal training clients and they are definitely feeling the effects.” (Rachel Callow, body builder) • “I felt steady energy while playing golf after eating a COMPETE® energy bite. I got stronger at the end of the round when I am typically the most tired.” (Ryan Newman, leisure golfer) Participating business owners report selling six to eight six-pack boxes of COMPETE® energy bites per week —which roughly equates to $60 to $80 of revenue. The suggested

continued on next page...

retail price is $4.49 for six bites with recommended consumption not to exceed three bites per day.

COMPETE® energy bites are not intended for children less than 18 years of age, pregnant or nursing women, or anyone who may be sensitive to caffeine’s effects. For more information about COMPETE® energy bites or to place an order, please visit competenrg.com. And, find out more about Mission Pharmacal at missionpharmacal.com.

Individually Packaged Cigars Many anglers enjoy a premium cigar when they are on the river fishing.

And, though some companies have created interesting humidors and other things to help customers carry and keep cigars fresh, the simplest and most cost-effective winwin for retailers and anglers might be a new packaging idea from General Cigar Co. Inc., the largest manufacturer of premium hand-rolled cigars in the United States.

General Cigar recently introduced a line of cigars in foil packaging that keeps the cigars humidor fresh without the need for a humidor. This is ideal for retail shops with limited counter space. It’s also ideal in high altitude, often arid environments where many fly shops operate. It keeps the cigar fresh for the angler/consumer. Bottom

continued on next page...

OF cOURSE YOU DON’T NEED ANOTHER FLY ROD.

BUT THIS IS NOT ANOTHER FLY ROD. Your expectations of a fly rod are about to change forever.

Sintrix silica nano technology makes it so light and well balanced that your casting will be on a whole new level.

For once, it won’t just be the scenery that takes your breath away.

For more information, visit www.hardyfishing.com

FEATURE line, if you’re into premium cigars, it’s worth a nominal expense to ensure it’s in good shape when you get around to smoking it.

With choices ranging from Macanudo, the number one selling cigar in America, and other brands like Punch, Partagas and Hoyo de Monterrey, these cigars have a shelf life of three years.

Packaged in a small 6-count box (versus a normal box of 25 cigars) the inventory investment is minimal while still generating high revenue and high margins. After any applicable state tobacco taxes, most stores can retail these cigars at an SRP ranging from $6.49-$7.49, depending on the brand, generating blended margins between 45-50 percent. With the high-impulse purchase nature of premium cigars, many retailers have successfully increased their margins to well north of 50 percent and still maintained strong sales. With established distribution in more than 25,000 retail locations, including liquor stores, golf pro shops, convenience stores, drug stores and grocery stores, consumer awareness is rapidly increasing and demand is growing.

Realizing that displaying the cigars with limited space is often a concern, General Cigar also provides free of charge, a clear acrylic lockable display. With a footprint of about 1 square foot, this not only protects your investment, but allows the cigars to be merchandised in a manner that is sure to get the consumer’s attention.

Depending on the state, a retail tobacco license may be required, but can be obtained for free or for a nominal fee, usually less than $20.

To assist in obtaining licenses and dealing with taxes, General Cigar has partnered with some select distributors who make the process of getting started very smooth and efficient.

For more information, General Cigar will be exhibiting at booth 362 at IFTD or see the ad on page 28 for additional information.

PepPods PepPod is a daily use product that combines the perfect levels of vitamins, electrolytes, herbs, energy, and amino acids with plant-sourced, bio-available trace minerals. It tastes

great, feels great, and helps your body produce its own energy. You just have to try it!

To do so, you simply drop the tablet into water, tea, or the liquid of your choosing, cold or hot. The tablet dissolves quickly and tastes great.

In a few minutes, you’ll notice an elevated mood and an overall boost in energy.

Everyone can benefit from PepPod. This product benefits men and women of all ages, from the highly active to those who simply need a boost to get them through the workday. Again, in the fly-fishing context, energy and concentration are important, and this product helps. It can also help boost counter sales.

PepPod contains 80 milligrams of caffeine, roughly the same as a small cup of coffee or a shot of espresso.

Users have felt a pleasant boost without a crash or jitters.

The product also focuses on providing the correct electrolyte balance for the body, a 2:1 ratio of potassium to sodium.

continued on next page...

FEATURE Interestingly, PepPod also contains

now PepPod can be purchased

75 plant-sourced trace minerals.

online at PepPod.com. in smaller

The focus is to provide the

boxes of 30 tablets or cases

necessary minerals to ensure that

containing 12 boxes for those

your body functions properly, and

looking to purchase large quantities.

we do this by providing many of the minerals which are lacking in our diets. The small tablet is designed and packaged to be easy to travel with—it fits in a pocket, purse, wallet, backpack, you name it.

888.512.8812

You can learn more online at PepPod.com The company just launched in November. PepPod is a currently available at 20 retail accounts in the Boulder/Denver area, from hardware stores to liquor

PepPod sells as a single tablet

stores‌ and they want fly shop

for $1.50 at retailers, and boxes

partners. It is gearing up for a huge

of 30 tablets can be purchased

marketing campaign, so keep an eye

at PepPod.com for $45.00. Right

out for PepPod.

www.tflats.com

reservations@tflats.com

AFFTA: Moving FISH Forward

Aspen DeAler summit

OctOber 20-23, 2014 | Aspen squAre HOtel, cOlOrADO Retailers: join the American Fly Fishing Trade Association for a three day retreat devoted to retailer-specific educational topics and industry networking! Tips on how to build a winning employee team, social media strategies to grow your brand and the psychology behind purchases are just a sampling of topics in our quiver.

We’ll see you in Aspen; let’s grow the fly fishing industry together.

For more information and to register visit www.affta.com or call 406.522.1556.

OPINION E DITORIAL

Steelhead Paradise... Lost?

Think we have Pebble figured out? Not yet. And now there’s another plan to screw up a different one of the world’s most prolific fisheries.

AnglingTrade.com | June 2014

Written by Roy Tanami

46

As you read these words the last stronghold of robust steelhead populations in healthy, wild rivers in North America, if not the world, is under real and serious threat.

In fact, plans are in place now that will all but guarantee the extinction of major runs of steelhead and Pacific salmon in northwestern British Columbia. These iconic fish and those who depend upon them are in dire need of your help.

Most immediately, the waters in question include all the tributaries and main stem of the Skeena—BC’s

second-largest river system. These are the famous rivers of dreams that fly anglers from all corners of the earth flock to each year, such as the Babine, Kispiox, Bulkley, Copper, and Morice to list just a few.

The threat to their survival, and to steelheading as we know it?

Literally billions upon billions of dollars of proposed oil and gas mega-projects and associated industrial infrastructure across the entire span of northern BC from east to west.

The list includes: one very well publicized bitumen (heavy crude from the Alberta tar sands) pipeline and export terminus on the coast called Northern Gateway, and twelve separate not-so-well publicized LNG, or liquid natural gas projects, which involve pipelines and LNG liquefaction and export plants in, or very close to, the Skeena River estuary. If approved, it is also widely anticipated that any number of these proposed LNG pipelines will eventually be switched over to carry bitumen rather than gas.

Add to these physical threats two levels of Canadian government, federal and provincial, both hell bent on industrializing this wilderness region beyond all recognition regardless of the collateral damage to existing economies, cultures, or livelihoods— including the fly-fishing industry.

In recent years, the Canadian federal government under Prime Minister Stephen Harper has systematically disemboweled the environmental laws of this country, unabashedly paving the way for oil and gas development.

With the oft-stated goal of turning Canada into a global “energy superpower,” this government has rendered virtually every Act related to water and fisheries protection toothless and/or put regulatory bodies under direct partisan control.

Federally funded scientists were muzzled or fired, long-standing environmental research programs were eliminated, and institutions and research libraries were simply closed, including one of the world’s most comprehensive, specialized libraries on freshwater biology.

continued on next page...

OPINION E DITORIAL

on April 15 of this year, the province’s own ombudsperson released a report slamming the government on its failure to protect BC waters under the Riparian Areas Regulation.

Consequently, what pass as environmental assessments, or impact studies produced by industry in BC these days are little more than a joke.

AnglingTrade.com | June 2014

For wild fish and the angling community, this headlong rush to industrialize northern BC into an “energy corridor” is a nightmare of truly epic proportions. For perspective, just one of these proposed LNG projects easily eclipses the estimated $9 billion capital cost of the Pebble Mine in Alaska, and, most of the proposed pipelines in BC are 48” diameter pipes—a full foot larger than the controversial Keystone XL pipeline in the US.

48

At the Provincial level, things are little different. Early this year, the government of BC under Premier Christy Clark passed Bill 4, opening up all of BC’s provincial parks to industrial development. Another bill was recently introduced removing protections for virtually all agricultural lands in BC which had been in place for a generation. And

“I can’t even picture any of this in my head, not even one of these projects actually going through.” says Jim Allen, a steelhead guide on the Kispiox River, whose livelihood, along with the salmon and steelhead, may very realistically, disappear. But barely a stone’s throw from the driveway into Bearclaw Lodge where Jim operates, a very real, and clearly visible line of bright pink flagging tape runs through

continued on next page...

OPINION E DITORIAL

the forest marking the route of just one of these proposed pipelines. If built, this 48” diameter LNG pipeline will run directly alongside his driveway in a de-forested corridor some 200 feet in width (about 5 times the width of the existing Kispiox Valley Road itself—which itself is a graded dirt road) and the pipeline will cross the Kispiox River just upstream of the lodge.

On the neighboring Babine River, Billy Labonte and his wife Carrie Collingwood, are in the same boat. They recently took over Babine Norlakes Lodge, a remote steelhead camp that has been in operation since 1950, and one which now has a proposed pipeline route nearby as well.

They too have already experienced the first impacts of these proposed developments. “Last season, even though there was an agreed upon no-fly zone on either side of the river and with a 2000 ft floor, on any given day, we had anywhere from 3 to 25 helicopters flying right over us and so close to the treetops that you couldn’t even read the call signs.” says Billy. “Our clients weren’t angry, they were just sad. This is not why they come to northern BC to fish.”

These are just two of countless similar stories currently unfolding in the angling community in this region, and this is just the thin end of the wedge.

Fracking with Salmon and Steelhead—Its not just about oil spills.

Perhaps the single most devastating aspect of these proposed developments to sea-run fish will occur at the ocean end of this chain at the mouth of the Skeena itself.

As early as the mid-70’s government studies identified this estuarine habitat as so critical to the survival of juvenile salmonids that a deepwater port was rejected here on that basis alone—that is, to protect the commercial, recreational, and subsistence fisheries supported by wild salmonids in BC’s second-largest salmon-producing system.

Today however, several multi-billion dollar gas liquefaction plants, storage facilities and export terminals are planned for that very same area. Just one of these proposals alone plans to dredge some seven million cubic metres of

Never Worry About a Leak Again.

Great for Waders, Boots and More!

SG-20 is a unique dual component polyurethane adhesive that provides superior strength and gets hunters back in the field quicker than any other adhesive available. SG-20 sets in one minute and is ready to hunt in one hour!

SA.0414.HUNTSG20

TEAR

REPAIR

DONE

www.SG-20.com | 1.800.483.8832 Vettec Inc., 600 E. Hueneme Rd., Oxnard, CA 93033

sediment from this estuary. If built, just three of these LNG plants will also burn 2.5 times as much gas per year as all of metropolitan Vancouver just to liquefy the gas for transport, greatly acidifying the surrounding air and water.

As for the pipelines, even a cursory look at northern BC makes it clear that running pipelines across this land might well be the stupidest idea anyone ever had. The landscape and terrain between the oil and gas reserves of northeastern BC and Alberta, and the Pacific Ocean is a vast, remote, rugged, mountainous wilderness, sitting in one of the most seismically active regions on

continued on next page...

QUALITY COMPONENTS

Increasing the success of rod builders worldwide for over 30 years. www.fishpacbay.com

fish obsessed.

Supporting local fly shops since 1998 FLIES

TYING MATERIALS

TOOLS

mfcfishing.com

ACCESSORIES

REELS photo: Freestone River Photography

OPINION E DITORIAL

spout grossly overestimated job and revenue statistics, the actual benefits versus the tremendous costs are questionable at best.

“Jobs? We don’t need oil and gas jobs.” says Smithers, BC resident, Bob Hull. “We have jobs already!” Indeed, Bob and his wife have operated a fly-fishing guiding business for steelhead on the Bulkley River for the past 28 seasons. They have six sons, three of whom hope to one day be steelhead guides as well. “There was a generation of guides here before me, and one hopes generations of guides after me too.”

Earth. Landslides, tremors, avalanches and ice jams are commonplace, and consequently, rivers constantly change their paths. That pipelines will be compromised here is a given. But even before a rupture, the pipelines and the associated spider web of roads and access ways required to build and service them will drastically alter the face and hydrology of the region, as not only will they cross major rivers, but perhaps more importantly, hundreds, if not thousands of small feeder streams, tributaries and wetlands as well. Finally, just one “average” sized pipeline of 900 km in length with a 30m wide access here will de-forest the equivalent of 156 normal-sized logging cutblocks.

AnglingTrade.com | June 2014

At the source, massive hydraulic fracturing operations will be used to produce the gas required to fill these proposed pipes. The Montney Formation in northeastern BC alone is estimated to hold up to one quarter of the world’s known marketable gas reserves. In itself this means thousands of well heads and another massive spider web of roads and associated infrastructure. And while an examination of the long list of controversial and toxic effects of fracking on ground and surface water are well beyond this article, even at the very basic level, this degree of fracking will consume and contaminate unimaginable amounts of fresh water.

52

In a political landscape cleared of any meaningful protection of water and environment, the cumulative effects of this massive industrialization will spell the end of northern BC’s healthy wild salmon and steelhead stocks—full stop.

Jobs, Jobs, Jobs?

The promise of “jobs and economic prosperity,” is of course the official justification for these developments. And while government shills for Big Oil and Gas continually

For the fly-fishing industry in northern BC, as well as farmers, ranchers, tourism operators, hunting guides, outfitters, loggers, First Nations, and everyone else that comprise the existing, sustainable economy in this region, being pushed into the Promised Land of short-term petroprosperity at the expense of environmental destruction and loss of existing livelihoods is at the very heart of the issue.

Naturally, a groundswell of opposition, or more aptly, selfdefense, is growing. But fighting the juggernaut of multinational oil and gas corporations backed by governments is a surreal and daunting experience. Fly anglers and members of the fly-fishing industry however, have no choice but to get involved and take a stand. Our interests in the environment, fish and wildlife, and protecting our significant businesses interests and contributions to the long-term economy of this region are as legitimate and compelling as any arguments for oil and gas. Please take the time to inform yourself and take any action you can to make our voices heard. For wild steelhead, salmon, and the future of fly fishing in northern BC, the time is now.

Online Resources: Skeena Watershed Conservation Coalition: http://skeenawatershed.com/ BC LNG Information: http://bclnginfo.com/ Skeena Wild Conservation Trust: https://skeenawild.org/ Moore Lab: http://moorelab.wix.com/moorelab#!floodtide/c1ht9 No More Pipelines: http://nomorepipelines.ca/index.html

LNG

LNG terminal

THIS AND THESE here The last thing Skeena salmon need...

lelu island, skeena estuary

...spell disaster for wild Skeena salmon and steelhead.

The Skeena is one of North America’s last, great, wild salmon and steelhead producing rivers.

There are plans in place to build two liquefied natural gas plants and super-tanker ports right in the Skeena estuary - directly in the migratory path of every Skeena salmon and steelhead.

The industrial pollution, dredging, and tanker traffic in this critical estuarine nursery habitat from these proposed fossil-fuel mega-projects seriously threatens the future of our wild fish, and all who depend upon them.

Help keep LNG terminals out of the Skeena esturary. Take action at skeenawatershed.com

tan

ker

s

R E C OMM E ND E D R E ADIN G

Simple Fly Fishing

by Yvon Chouinard, Craig Mathews, and Mauro Mazzo

anything else before it, for the best reason of all—tenkara is perhaps the greatest gateway for those interested in learning about fly fishing, but have been put off by all the complexities that come with the cast.

The book itself is powerfully written and inviting in its simplicity. Organized into easy-to-digest chapters, it certainly focuses on the basics, but there are more layers of knowledge than appear at first blush. The chapters on wet flies, and fishing in slow clear water, for example, impart nuggets of knowledge that even the most seasoned fly rodder will find enlightening.

AnglingTrade.com | June 2014

There are books that sell simply because they are beautifully written, and then there are books with a higher purpose in that they are beautifully written and produced, but they have legs beyond the turning of the pages. They are meant to inspire. Maybe even ignite a cause.

And their reverberations can be felt for years.

54

Simple Fly Fishing by Yvon Chouinard, Craig Mathews and Mauro Mazzo is one of the latter types of books, in that it takes the art of tenkara (fishing) into the mainstream.

Chouinard and team certainly didn’t invent tenkara (it’s a traditional Japanese form of fishing that dates back centuries), and they didn’t even popularize it within the American angling community (Tenkara USA did).

But this book is putting the tenkara game in front of more people than

This is a book that you should read yourself, and sell often as a means of developing current and future customers. It’s just that simple. In doing so, you might just expand the horizons of some veterans in the fold as well.

And if you are one of the few out there who still thinks tenkara is a fad, consider how Patagonia is running with its own ball.

Having only recently launched a tenkara kit (rods produced by Temple Fork Outfitters), as well as the Simple Fly Fishing book, the company has already moved thousands of units.

Patagonia reports that through its tenkara clinics at its retail locations, many “newbies” to fly fishing are making first contact with the sport.

Patagonia has: •

Completed more than 30 clinics at its retail stores across the United States. Approximately 1400 people attended. They

have waiting lists for the next clinics.

•

Noted that more than half the people attending clinics had never fly fished. A good percentage were women and kids.

•

The Simple Fly Fishing book and Tenkara rod packages have brought about 900 brand new anglers to the sport, in less than two months.

•

Posted Patagonia fishing dealers’ info on car windows (and handed out cards with dealers’ info.) which directed customers to their local fly shop to purchase the rest of their gear.

•

Started this program with the intent of bringing new people into the sport to create the next new level of stewardship for the resources.

Each rod sold generates a $10 donation to either the Yellowstone Park Foundation (earmarked for fisheries research) or the Madison River Foundation (earmarked for the Odell Creek restoration). Checks come from TFO; $5 for each shirt sold goes to the World Trout Fund.

Will tenkara become to fly fishing what snowboarding became to alpine skiing? Probably not. But it is proving to be a means of growing the sport, and protecting resources that make that sport possible in the first place. Kudos to Patagonia for pushing the agenda. Hopefully you’re on board as well.

-K. Deeter

Life Off the Chart

速

TrueFlies Clothing TrueFlies.com | facebook.com/trueflies #LifeOffTheChart

FEATURE

What’s Next?

How this season’s angler-driven products bring new purpose to market

Written by Geoff Mueller

AnglingTrade.com | June 2014

From rods and reels designed to enhance an angler’s skillset to performance-bolstering advancements in outerwear materials and constructions, the push to build better fishing products is in a constant state of technological metamorphosis.

56

And building inspired fishing wares amid these fast-paced developments lends itself to a certain expertise. More than slick marketing from full-throttle PR machines, for instance, the gear we find on today’s shop shelves has reached the level of “damn good” based on experience in the field. Each brand has its own ideas about how best to push its wares to the next level. But one common thread exists. The best new products

we’ll see this season are going to stem from the manufacturers that—quite simply—fish more.

Nowhere is this philosophy truer than perhaps at Simms, a company that has lead the wader manufacturing space for more than 20 years—without showing signs of fatigue.

“For us, it’s about pushing the boundaries of fishing products to inspire personal achievement on the water,” says Simms’ senior director of product, Brandan Hill. “If we do our job right the product really melts away into the background, making the focus on the fishing itself.”

continued on next page...

FEATURE

››› B e c o m e a T U B U s i n e s s m e m B e r : w w w. T U. o r g / B U s i n e s s

AnglingTrade.com | June 2014

57

FEATURE At Simms, delivering achievement-oriented products is a direct result of a well-oiled R&D machine. And the process begins by tapping into one of the best focus groups in the business: guides. Considering that great fishing experiences are essential to a livelihood derived from rivers, lakes, and oceans, this vocal group of professionals recognizes the importance of best-inclass products. Their demands start with waders that leak less, but fit comfortably and are rugged enough to survive long seasons of bushwhacking and boat rowing and foul-cast fly removal. Guides also possess an innate sense of architectural attributes that enhance, rather than stymie, functionality. Simms collects beta from its global squadrons, processes ideas and proposed tweaks, and pours those inspirations into designs and constructions back at the lab.

The vetting process is thorough and can take upwards of 18 months from germination to product launch. Finally, consumer-ready versions come to fruition once risks are eliminated and a specific product reaches a point of absolute on-the-water certainty.

“If it’s a no-go, it’s a matter of finding solutions to refine a new product before we bring it forward,” Hill says. “That’s the art of being a brand at this level. The market has come to expect game-changing developments from Simms, and we take that accountability seriously in order to deliver results-based solutions.”

AnglingTrade.com | June 2014

This season Simms will unveil its answers to fishing quandaries through the launch of several new products, including its Freestone Z wader—a non-Gore contender aimed at entrylevel buyers seeking high-end accents. At $399, Freestone Z is powered by 4-layer Toray QudraLam fabric and includes the same extended waterproof center-front zipper as the company’s mainstay G4Z. Simms is also responding to a fishing need for fully-submersible with its DryCreek Z bag lineup, featuring snagfree designs, comfort-enhanced strap systems, and fine-tuned space for fishing essentials that demand stay-dry storage.

58

Like Simms, Sage Fly Rods has been around long enough to have nurtured an R&D process powered by real-world results.

Never a company to rest on its laurels, the brand has taken heat in the past for retiring high-performing rod lines—take RPL and XP lineages for example—in its constant quest for what’s next. The formula, however, has been a success, prompting consumers to grow with the brand via products engineered to redefine how they fish. For the better.

“Perfecting Performance” sums up that pursuit, says Sage marketing manager, Eric Gewiss. And it’s long hours of R&D

and design time, coupled with in-river testing, and more testing, that bring great handcrafted rods to market. “You can feel the difference when you’re fishing a Sage… thanks to our proprietary materials, our manufacturing processes, and in-house expertise. In regards to the future, we’re always trying to ‘make the better mousetrap.’ And material advances and angling requirements inspire our designs.”

At its Bainbridge Island, WA, headquarters, Sage employs a stacked full-time R&D unit, including engineers, analysts, artists, and anglers. At any given time, they’re working on fresh designs, exploring the merits of new materials, and testing functionality across an array of fishing environments.

This is true of both rod and reel offerings, where all new products entering the fray are being fished to their limits before going to market.

“There’s always a way to improve or enhance materials, but we also stay on top by implementing existing technology’s in new designs,” Gewiss adds. “Whether it’s tweaking resin systems, studying new and different carbon fiber materials and how we apply them in the makeup of the rod, we strive to maximize technologies’ potential. There’s an unlimited number of ways to make a fly rod, so continuing to discover that next-level of performance is a must.”

The results of those efforts will be highlighted in several new products slated for shop shelves this year. At the top of the list is Sage’s new saltwater rod, aptly called SALT. The rods feature patented Konnetic technology for a lightweight feel, with improved accuracy thanks to advanced torsional tracking capabilities. The new ACCEL series, on the other hand, uses Generation 5 technology across a medium-fast, all-water rod family with 24 models spanning single-hand, switch, and spey categories.

While Sage and Simms strive to redefine what constitutes “next-level,” Colorado-based Ross Reels is another company working to bring exciting, consumer-resonating products— some new, and some with more familiar flavors—into shops this season. Anthony Lugard, chief engineer at the 41-year-old brand, says Ross’s focus continues to be on American-made reels that stand the test of time.

“We feel the pride and workmanship that goes into the final product is an added value for the brand,” Lugard says.

“Ross’s definition is durability. We have a lifetime warranty on these products and the last thing we want occurring is a bad experience on the water’s edge.”

Of Ross’s past and present offerings, none has had more experience in the trenches than the venerable Gunnison reel. And this month that classic clicks its way back into the fold as part of the company’s rebranding efforts (since joining Abel under the Mayfly Group umbrella).

The Gunnison made its debut 28 years ago, but was nixed from the lineup in 2003. Revamped versions include a redesigned bearing house, a laser-engraved Colorado flag, and the same bomber aluminum frame that made it a workhorse from the get-go. But more than that, this nod to the company’s past says something about its future.

The Black Canyon’s primordial resident, located in Ross’s backyard, is the Gunnison River. “It’s had such an impact on us geographically, for the economy here, and it was a well-chosen name for a bulletproof reel,” Lugard says. “That’s why it’s the reel of choice to show the consumer that Ross is truly back.”

By adding Gunnison to the lineup, Ross is banking on anglers willing to pay a premium for USA-made reels that last. But will it, along with the myriad new products detonated this summer and fall, lead to better fishermen and -women in the long run? If fishing technology is the pursuit of capability through practical applications, the angler is destined to benefit—to a degree.

And if the manufacturers outlined here have anything to say about it, what’s new will equate to more time in the wet and surly, casting a couple of feet farther than last year, and—perhaps—catching a few more fish in the process.

And that’s what counts.

2015 Fly Fishing is NOT part of the show

DENVER, CO JANUARY 9, 10 & 11 MARLBOROUGH, MA JANUARY 16, 17 & 18 SOMERSET, NJ JANUARY 23, 24 & 25 WINSTON-SALEM, NC FEBRUARY 6 & 7 LYNNWOOD, WA FEBRUARY 13 & 14 PLEASANTON, CA FEBRUARY 20, 21 & 22 LANCASTER, PA FEBRUARY 28 & MARCH 1

IT IS THE SHOW!

flyfishingshow.com

FEATURE Expert Advice:

Picking (and Selling) Carp Flies As fly fishing for carp with flies increases in popularity, shop owners and guides need to know the answers to the tough questions. Start with knowing what they eat and why, and your carp fly sales will grow.

Written by Dan Frasier

I’ve been chasing carp with my fly rod with varying degrees of success for a long time now. The more I pursue these fish the more enamored I become with them. They aren’t easy, except when they are. They eat crayfish, except when they don’t. Trying to solve these fish is a maddening process; like trying to build a ship in a bottle while high on mushrooms. It would be hard enough without everything changing every few minutes. Finally, I stepped back and started thinking about carp as a species, rather than my local populations. Therein lies the answer.

AnglingTrade.com | June 2014

“What do carp eat?” Lately, I hear this question all the time.

With the explosion in popularity of fly fishing for carp, countless numbers of new anglers are pursuing these fish for the first time. Perhaps they’ve heard that carp can be difficult to fool with a fly or maybe they have tried a few times and gotten stoned. Either way, the natural place to start is to figure out just what hatch should I be matching.

60

First, we should clarify. The real underlying question being asked is, “What fly should I be using?” Nobody is asking me about a carp’s diet because they are putting together a meal plan for their new pet. They want to know what food to imitate so they can catch their local carp. And the Internet is full of answers. Many popular flies are floating around out there and just about anyone that has caught a carp will be glad to tell you what they eat. The problem is, that information is useless. Assume what you are being told is wrong, that’s a good place to start. There is a perfect answer to that question. Unfortunately, it’s one that nobody wants to hear.

To understand fly selection for carp it’s important to understand what we are up against. Carp are an introduced species in North America. Maybe the most successful introduced species on the continent. They exist from Canada to Mexico and all parts in between and in many waters they compete extremely well with the native fish—fish that should have an evolutionary home field advantage over the carp. What makes them so successful across such a wide spectrum of ecosystems lies at the heart of the carp fly conundrum.

Enter Austin Orr. With a degree in Range and Wildlife Management and a soft spot for carp, Austin spends a significant amount of time thinking about the success of carp as an introduced species. “Animals fall along a spectrum ranging from extreme generalists to extreme specialist species. The extreme generalists adapt well and can survive under widely varying conditions. Oftentimes, they will naturally occur over a wide-ranging area because they can withstand the differences in environment from one ecosystem to another. On the other hand, the extremely specialized species will exist only in very limited ranges for which they are very well suited. It’s the generalist species that introduce well and carp are the ultimate generalists.”

The specialists are like chess nerds. Great on the their turf but they fail to reproduce well when out of their element. General-

FEATURE ists can live all over because they are suited well enough to feed on many different things. Jacks of all trades, masters of none. In a nutshell, the less specialized a species is, the more likely they are to introduce well. Simple as that.

By definition, a generalist species possesses the ability to feed effectively on a broad spectrum of food items. The most abundant food source will vary wildly from one ecosystem to the next. In order to be able to survive, or even thrive, in all these different ecosystems an animal must be able to take advantage of whatever food source is presented. Carp are masters in this regard. Justin Watkins, Coordinator for Southeast Minnesota Watershed Management, puts it this way: “I’ve seen them suck periphyton off rocks at times, and others run down and inhale minnows. They are opportunistic, and omnivorous.” This is an important piece in the carp fly puzzle. Start with “carp could be eating anything” and work from there.

spook fish. It all comes down to their food preferences in that location.”

Carp will key in on the calorie source that they can eat most efficiently and feed on that primarily. Justin points out that in nutrient rich environments carp will feed on a variety of smaller and easier to catch prey, despite an abundance of baitfish. Here, it’s likely they will totally ignore a baitfish offering. However, in the Great Lakes they have adapted to hunt Gobies, because that’s what’s most efficient. This is the next important piece of the puzzle. Austin tells us that carp could be eating anything and Justin adds that they will be what is most efficient on that body of water.

None of this means that your fly needs to be an exact replica of the prey the carp has keyed on. As a matter of fact, carp aren’t all that selective when it comes to individual fly patterns. They aren’t counting legs or measuring the claw-totorso ratio. But they are looking for an offering that makes them believe the fly is what they are eating. Profile, general size and presentation are all important. Try to make sure your fly represents the general food category the carp are feeding on and moves appropriately. That’s usually enough to get your started.

What this means for fly fishermen is that the most important step in fly selection is John “Montana” Bartlett’s Rule #1. Know your forage. Wherever you are, carp are eating what they are eating and ignoring the rest. Food that they may gorge on in adjacent water can be totally ignored if it isn’t the most efficient food where you are. Without having an intimate knowledge of the water being fished, it is extremely difficult to know what that prey is.

Which brings us back to the answer that no one wants to hear.

When asked what carp eat (or more on point, what fly to use) the answer is nothing more than a series of questions. Where are you located? What type of water body are you going to be fishing? What is most abundant there? How have you seen the carp feeding and what were they eating? As an added bonus, when an angler switches locations the same set of questions should be asked. It is not very satisfactory as far as an answer to a direct question goes, but when you do solve this riddle, select the right fly, and catch a few carp, you know you’ve really done something.

John explains, “A fly will be working well on a certain pond.

Two ponds over and the same fly will get no eats. It might even

AnglingTrade.com | June 2014

This, obviously, isn’t a groundbreaking observation. In fact it fits right in with the theme of being a generalist. By being opportunistic, carp are allowing themselves to eat in almost any water. However, Justin didn’t stop there. He went on to offer the thought that encompasses everything you need to know to select a carp fly. He continues, “It’s a learned opportunism.

According to their rearing environment, they will focus on the most efficient food items and favor them over the rest.”

John’s believes there are complicated reasons for a carp’s refusal of a fly that works elsewhere, based on the importance of vision as a tool for food location among other things.

That’s an article for another day. Regardless of why, John sums up the bottom line nicely, “Carp are masters of the calories in versus calories spent rule. When they don’t need to chase crays, they won’t. Columbia River carp eat clams because they don’t have to work harder. Figure out what they are going to eat the most often.”

61

B A C K C AST

later we parked a couple of folding chairs on B.C.’s Pitt River, where we plunked assorted spoons into the churning water. I don’t remember catching fish, but it didn’t matter because the Quick worked flawlessly.

And according to grandpa, it was mine.

Paraphernalia For the ways in which we wind and unwind Written by Geoff Mueller They say the first step to curing addiction is admittance. So I’ll start by saying, yes, I have an itch. But this dependence is different. It doesn’t adversely affect health like daily pints of bottom-barrel vodka. I don’t wake up beat down in a gutter, regretting the night before. And the only group meetings I’ll ever attend for my sickness begin and end on the water.

AnglingTrade.com | June 2014

How I got to this state of disrepair traces back to a preadolescent fascination with the piles of treasure heaped in my grandfather’s basement. (Evidently, it’s genetic.) There, perched atop an oak case loaded with shotguns and a couple of ancient Fenwicks was a vintage, German-born Quick spinning reel.

62

Matte-black and spooled with blue mono, that little number called to me.

I yearned to parade it up and down the stream. To pinch line with an index finger, open its cage, and send its internal mechanisms spinning. So I begged granddad to go fishing. Days

Since that gateway session, I’ve loved many: Shimano, Daiwa, and Hardy.

Bauer, Tibor, Sage, Orvis, Lamson, Nautilus, and Islander. I’ve seen coffee cans and plastic Coke bottles used in their absence. I’ve witnessed “anglers” fish entirely without— looping mono in their hands and expertly flinging a coral weight and a baited hook under a star-studded Polynesian sky. I tried it and caught a couple of bucket-bound snapper. But the next day on the bonefish flats, I decided to go with a Hatch.

My first legit fly reel was a Ross Gunnison. Back then it was the quintessential line winder of the American West. Named after the river that courses through the bowels of Colorado’s Black Canyon, it was billed as a dogged workhorse. A Ross flyer from ’96 stated that: “Since 1985 we have experienced exactly two drag failures. That’s right, two. The Gunnison has become the reel of choice for anyone going to Alaska and/or the salt.” Mine never made it that far, but it held a gummy “floating” fly line and tight coils of backing that never saw the light of day.

Like the Quick of my youth, Gunnison No. 2 would eventually rest-in-peace, outpaced by more advanced contenders.

(Although it has been reintroduced by the manufacturer this year.) Sealed, ultrasmooth, corrosion-fighting drag systems entered the fray. Advanced, aerospacegrade components dominated dreams.

While complex, computer-generated

porting regimes would surely help squash a flailing casting stroke. That Gunnison may have done everything I needed, but like any good addiction I wanted something more potent. So I retired it to a shoebox and continued mainlining anodized aluminum in all shapes and forms.

Sheridan Anderson’s classic Curtis Creek Manifesto notes that single-action reels, in addition to line capacity and easy maintenance, build character. Taking that notion further, let’s assume that the reels we fish say something about who we are in a sport dominated by niche pursuits.

Of course there are the crusty salt guys, debating merits of arbor size in relation to line pickup. There are mustachioed Spey dudes who take pride in the balancing traits of the big, clunky, and bulletproof.

Bamboo heads prefer rods adorned with vintage flavor. And techy trout geeks often lean toward the ostentatious, and reels that could double for chrome rims on a tricked-out hoopty.

The reel, thus, spotlights personality.

And those with too many to count on two hands—you know who you are— must know themselves extremely well.

Or they’re just really confused.

The other day I extracted that shoebox of wonders from the bottom of a closet, well out of the reach of a quizzical wife—who, it shall be noted, has her own issues with Abels. I opened the lid and fished through the contents. Inside, cloaked in blue neoprene socks, I found the old Gunnison and a pristine San Miguel that, as far as I know, has never been fished. I took them apart and inspected their guts. Then I carefully placed the trove back inside, saddened by what I found.

They looked lonely and I couldn’t help but think… they’re gonna need some more friends.

Four Reasons Why TROUT is the Best Buy in Fly… 1

It has the largest sustained print readership in the space.

2

Its readers are the most motivated anglers (they spend and act).

3

TROUT offers by far the best CPM value of any publication that covers fly fishing.

TROUT UNLIMITED • W W W. T U. O R G • S P R I N G 2014

egacy of shable water.

Money spent in TROUT supports the organization that protects the resources that sustain fly fishing.

If you haven’t checked out TROUT lately, make a point to do so. We don’t do how-to. But we’re also not strictly a conservation publication. TROUT is a lifestyle publication that covers the conscience of angling in America.

And we’re growing...

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

MARK LANCE

4

Trout_Spring_2014_cover new.ind

d 2 3/3/14

STARTING A NEW TRADITION

PREMIUM RODS BUILT IN THE USA窶認ISHED WORLDWIDE 3 - 12 WEIGHT 窶｢ 3 FLEX OPTIONS 窶｢ BKROD.COM 窶｢ 914-490-3052