Angling Trade Issue #28

INSIDE thE 2014 Show ISSuEMobile 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.

®

the buzz on the fly-fishing biz

June 2014 AnglingTrade.com

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AnglingTrade.com | June 2014

Departments6 Editor ’s Column Work Together

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

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.

10 i Ftd show sChEdulE

46 opinion: stEElhEad thrEatEnEd

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

62 B aCkC ast By Geoff Mueller

Editor Kirk [email protected]

Managing Editor Tim [email protected]

Art DirectorTara [email protected]

Editor-at-LargeGeoff Mueller

Copy EditorsMabon Childs, Sarah Deeter

Contributing EditorsTom BieBen RomansSteven B. Schweitzer Photos unless noted by Tim Romano

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

Printed in the U.S.A.

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

Fax: 303-495-2454 [email protected]

Mail Address:PO Box 17487Boulder, CO 80308

Street Address:3055 24th StreetBoulder, CO 80304

AnglingTrade.com

Features30 do moBilE dEv iCEs hurt in-storE salEs ?

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 thE non-Fly 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

56 what’s nExt?

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

60 sk ills : what do C arp Eat?

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

®C o n t E n t sthe buzz on the flyfishing biz

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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.

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Visit anglingtrade.com/subscribe/* If a current subscriber please be sure to check the “I’m a current subscriber” box.

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E d i to r ’ s C o l u m n

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.

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

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

Adapt and Collaborate 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 fly-fishing 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

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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.”

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.”

Craig splits his days between a full-time 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.

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

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

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

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Tuesday, July 15

4:00 p.m. – 6:00 p.m. Why They Buy: Consumer Buying Psychology and Behavior

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

In this two-hour session, we will learn about the 7 deep-rooted 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.

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Friday, July 18, 2014

8:00 am – 9:00 pm Service Center Hours (Freeman)

8:00 am – 1:00 pm IFTD Registration Open

9:00 am – 3:00 pm IFTD Show Open

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

Saturday, July 19th, 2014


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:

Wednesday, July 16, 2014 7:00 am – 5:00 pm IFTD Registration Open8:00 am – 7:00 pm Service Center Hours (Freeman)9:00 am – 6:00 pm IFTD Show Open9:00 am – 6:00 pm New Product Showcase Voting

4:00 pm – 6:00 pm Pond Hog Casting Competition

Thursday, July 17, 2014

7:00 am – 5:00 pm IFTD Registration Open


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

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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,

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 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

the savvy business owner who wants

to succeed in the highly competitive

sportfishing industry.


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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

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.

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?


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


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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?


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.


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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

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!

Women make over 80% of all purchasing decisions in the average American household. Yet, the fly- fishing 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.

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’

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.

Also from AFFTA

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 [email protected] or call her at (303) 525-4802. 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

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

• 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

• Invoicing or payment by credit card is avaliable

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-application-form/.

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.

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.

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0.276

0.604

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Milled Pockets to Accept Reel FootDiagonal Knurl Nut

Hardwood Burl Spacer

1/1


are in inches

Tolerances are:

Lengths: : +- 0.005"



Scale:Part Number:

Approval:Original Date:

Drawn By:

Revision Date:

Finish/Color:

Grade:

Drawing No.:

5/13/12

6/12/12

NBGS-DK

1015

EverBrightTM

Nickel Silver

Bright PolishedPMH

Material:

REC Components


AJG

0.346

0.253 0.500

1.295

1.247 3.447

0.377

0.7610.836

0.820

0.740

0.680

0.680

0.810

1.295

0.836

0.820

0.740

0.680

0.8100.750

0.091

0.343

0.377

0.6470.680

0.1000.500

0.113

0.176

0.234

0.755

0.0660.0930.201

0.360

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R 0.3425

R 0.408

0.276

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Milled Pockets to Accept Reel Foot

Diagonal Knurl Nut Hardwood Burl Spacer

1/1


are in inches

Tolerances are:

Lengths: : +- 0.005"



Scale: Part Number:

Approval: Original Date:

Drawn By:

Revision Date:

Finish/Color:

Grade:

Drawing No.:

5/13/12

6/12/12

NBGS-DK

1015

EverBrightTM

Nickel Silver

Bright PolishedPMH

Material:

REC Components


AJG

0.3460.253 0.500

1.2951.247

3.447

0.377

0.7610.836

0.8200.740

0.680

0.6800.810

1.295

0.836

0.8200.740

0.680

0.8100.750

0.091

0.343

0.377

0.6470.680

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0.755

0.0660.0930.2010.360

R 0.105

R 0.3425

R 0.408

0.276

0.604

Diagonal Knurl Butt CapMilled Pockets to Accept Reel Foot

Diagonal Knurl Nut Hardwood Burl Spacer

* Natural and Black Pearl �nishes*Engraving options available

C u r r E n t s

“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.

“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.

“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.

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


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 Wa 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

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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.

“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.

Montana Fly Company (MFC) recently announced the addition of Hart-Montgomery 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-in-class 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 part-time role, Lewis will primarily support eyewear operations, reporting, off-site warehouse inventory integrity, and data management. Logsdon and Lewis will both report to Colin Yankee, senior supply chain manager at Smith Optics.


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C u r r E n t s

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.

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.”

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.

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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 fresh-water 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

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

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C u r r E n t s

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.

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.

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

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

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

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

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


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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 non-renewable plastic.

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

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)

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

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FEATURE

Written by Steve Schweitzer

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 mobile-enabled shopper. I can be your worst customer…or am I?

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

Do Mobile Devices Hurt Your In-Store Sales

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 over-communication 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 in-store 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

?


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FEATUREadaption 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.

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.”

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.

A fly-fishing retailer needs to be part of both sides of two key retailer movements: web-to-store and store-to-web. 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 illustrates this in more detail.

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.

33


FEAT

URE


Figure 2. - How Shoppers Want To Shop

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 (non-mobile) still trumps mobile sales, but the future trend is in favor of mobile shoppers.

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

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

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.

Sales Through Mobile Devices Don’t Come Without Sore Spots

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.

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:

• Embrace 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.

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

FEATURE• Create a seamless retail experience amongst all the

channels you participate in: stores, online, mobile,

social media, etc.

• Use QR codes next to merchandising to link directly

to manufactuer product info.

• Incent and encourage product reviews on social

channels and traditional website pages.

• Link directly to the manufacturer info from your

website and E-store.

• Support multiple device formats: tablets,

smartphones, and standard laptop screens.

• Since the Android© platform garners 86% of the

market, ensure your digital showroom supports that

platform.

• Be there when the customer wants to buy, sell at the

“speed of the customer.”

• Customers don’t want to navigate through endless

pages on a website to find info.

• An info-shopping customer is buying customer; if you

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

will be the one to get the sale.

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.


©20

14 S

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RODS

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 hasemerged as America's largest manufacturer of premium-quality fishingrods. Our position has been earned by a very unique set of variables.

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FEATUREFigure 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.”

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.

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FEATURE

COMPETE® Energy Bites

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

Written by AT Editors

The Non-Fly Impulse BuyWalk 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.

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

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 win-win 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


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

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

OF cOURSE YOU DON’T NEED ANOTHER FLY ROD.

FEATURERealizing 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.

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.


FEATUREInterestingly, PepPod also contains

75 plant-sourced trace minerals.

The focus is to provide the

necessary minerals to ensure that

your body functions properly, and

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.

PepPod sells as a single tablet

for $1.50 at retailers, and boxes

of 30 tablets can be purchased

at PepPod.com for $45.00. Right

now PepPod can be purchased

online at PepPod.com. in smaller

boxes of 30 tablets or cases

containing 12 boxes for those

looking to purchase large quantities.

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

stores… and they want fly shop

partners. It is gearing up for a huge

marketing campaign, so keep an eye

out for PepPod.

888.512.8812 www.tflats.com [email protected]

AFFTA: Moving FISH Forward

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.

Aspen DeAler summitOctOber 20-23, 2014 | Aspen squAre HOtel, cOlOrADO

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o p i n i o n E d i to r i a l

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

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.

Written by Roy Tanami

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.

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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

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.

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.

“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



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

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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


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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.

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.

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

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.”

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 petro-prosperity 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, self-defense, is growing. But fighting the juggernaut of multi-national 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

The last thing Skeena salmon need...

...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

THIS AND THESEhere

LNG terminal

LNG tankers

lelu island,

skeena estuary

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r E C o m m E n d E d r E a d i n G

Simple Fly Fishing by Yvon Chouinard, Craig Mathews, and Mauro Mazzo

There are books that sell simply because they are beautifully writ-ten, 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.

Simple Fly Fishing by Yvon Choui-nard, 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 an-gling community (Tenkara USA did).

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

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

The book itself is powerfully written and inviting in its simplicity. Orga-nized into easy-to-digest chapters, it certainly focuses on the basics, but there are more layers of knowl-edge 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.

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 clin-ics 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 percent-age 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 deal-ers’ 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 dona-tion to either the Yellowstone Park Foundation (earmarked for fisher-ies 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 fish-ing 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

TrueFlies ClothingTrueFlies.com | facebook.com/trueflies

#LifeOffTheChart

Life Off the Chart ®

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FEATURE

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

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.”

Written by Geoff Mueller

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


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FEATUREAt 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-in-class 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.”

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 entry-level 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 snag-free designs, comfort-enhanced strap systems, and fine-tuned space for fishing essentials that demand stay-dry storage.

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.

2015Fly Fishing is

NOT part of the show

IT IS

THE SHOW!

flyfishingshow.com

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

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FEATURE

“What do carp eat?” Lately, I hear this question all the time. With the explosion in popularity of fly fishing for carp, count-less 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.

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. As-sume 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.

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.

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 Man-agement and a soft spot for carp, Austin spends a significant amount of time thinking about the success of carp as an intro-duced 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 con-ditions. 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 ex-tremely 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-

Written by Dan Frasier

ExPERt ADvICE: Picking (and Selling) Carp FliesAs 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.

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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 abun-dant 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.

This, obviously, isn’t a groundbreaking observation. In fact it fits right in with the theme of being a generalist. By being op-portunistic, 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.”

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 offer-ing. 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.

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.

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

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

John’s believes there are complicated reasons for a carp’s re-fusal 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.”

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 pat-terns. They aren’t counting legs or measuring the claw-to-torso 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.

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.

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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.

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.

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

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.

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, ultra-smooth, corrosion-fighting drag systems entered the fray. Advanced, aerospace-grade 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.

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