Fly Fishing,    affta,    fishing,    fly fishing show,    ise,    trade show death match,    Underground Entertainment

It's Show Season: So What's Happening After Last Year's Death Match?

By Tom Chandler 1/6/2009

fightingIt's fly fishings consumer trade show season again, and after last year's all-out nuclear battle between the American Fly Fishing Trade Association (AFFTA) and Chuck Furimsky's Fly Fishing Show, anything would be an improvement.

And in truth, the conflict between the two has subsided into a kind of trade show cold war - both sides maneuvering quietly for small victories instead of trying to decimate the bad guys in one fell swoop.

The Undergrounders who haven't burned their memories away via too much drug use will recall last year's dust-up between the Fly Fishing Show and the American Fly Fishing Trade Association (AFFTA), where AFFTA took direct aim at Furimsky by hosting a competing Denver show on the very same weekend.

As we noted in prior posts, AFFTA didn't exactly win the war, and with the departure of AFFTA director Robert Ramsay, it seemed as if the matter was settled.

Instead of going quietly, AFFTA tried again - this time forming a new alliance with the International Sportsmen's Exposition (ISE).

ISE's popular series of sportsmen's shows appear all over the country, but their participation in the fly fishing segment of the industry has faded over the last few years, in part because the Fly Fishing Show's fly fishing specific focus.

Still, AFFTA pounced on an alliance with ISE like a big trout pounces on sculpins, and several AFFTA member companies will be appearing at the two AFFTA-supported ISE shows with significant fly fishing participation (San Mateo && Denver).

ISE and AFFTA will also be hosting a "Discover Fly Fishing" booth, and a side-by-side comparison of seminars suggests the celebrity wars are running about even.

A glance at the exhibitor lists suggests Furimsky's Fly Fishing Show enjoys considerable grass roots support (I received emails from several small businesses who supported Furimsky's show after prior "trade show death match" posts), while the larger manufacturers (AFFTA members mostly) are leaning towards the ISE shows.

It's this last fact which seems to bother Furimsky the most, and in a printed statement he said:

Many exhibitors and others ask me why is this competition and split continuing? I thought it was over after last year's results clearly lost money for the trade and AFFTA, and our show had triple the attendance than the AFFTA expo. You would think fighting today's economy is enough of a problem that should bring us together. The sport is not big enough to split and confuse our shrinking market.

Meanwhile, AFFTA continues to insist its "sustainable growth in the fly fishing industry" mission isn't met by Furimsky's shows, though last year's rhetoric about wanting a new revenue stream to fund the organization seems to have disappeared into the aether:

"AFFTA's primary strategic objective is to support our members by growing consumer demand for fly fishing products and services," said Alan Gnann, AFFTA Chairman. "This agreement with ISE, producers of the largest and longest-running outdoor consumer events in the marketplace, creates the most powerful promotional and educational platform our members have ever had. The highly regarded show concept showcased at our January 2008 consumer Expo in Denver will be used as the model for our collaborative efforts with ISE to produce the finest fly fishing events in the country."

The ISE and Fly Fishing Show consumer trade shows have coexisted for some time; the question now is whether the AFFTA's partnership with the ISE shows will do long-term damage to Furimsky's show - and whether they'll deliver the new fly fishermen AFFTA so clearly wants.

What remains unclear to me is the nature of the problem between AFFTA's board and Furimsky. I ask folks, and everybody offers up a different answer, and at this point, the conflict has taken on the patina of a blood feud - one that probably won't be settled quickly.

Being a largely anti-social fly fisherman with little stomach for crowds, I'm not a big trade show attendee, though I'm considering making the drive south this year. How about the Undergrounders? Any plans to attend the ISE or Fly Fishing Shows? Any preference for one over the other?

See you at the shows, Tom Chandler

The Fly Fishing Show dates

Denver, CO
January 9, 10, 11

Marlborough, MA
January 16, 17, 18

Somerset, NJ
January 23, 24, 25

Charlotte, NC
January 30, 31

Bellevue, WA
February 6, 7,8

Portland, OR
February 14, 15

Pasadena, CA
February 21, 22

Pleasanton, CA
February 27, 28, March 1

ISE Outdoor Expos (San Mateo && Denver offer the most fly fishing content)
San Mateo, CA
Jan 8 - 11, 2009
Sacramento
Jan 15 - 18, 2009

Denver
Jan 22 - 25, 2009
Phoenix
Feb 27 - Mar 1, 2009

Salt Lake City
Mar 12 - 15, 2009
AuthorPicture

Tom Chandler

As the author of the decade leading fly fishing blog Trout Underground, Tom believes that fishing is not about measuring the experience but instead of about having fun. As a staunch environmentalist, he brings to the Yobi Community thought leadership on environmental and access issues facing us today.

18 comments
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[...] amazingly enough, the Chuck Furimsky/AFFTA Chainsaw Death Match still rages quietly (at an admittedly subliminal level), and we’ll see some news on [...]
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DSflyman, and to all that attended our shows-Thanks. With 8 shows in two months,needless to say my youngest at one year old, grabbed the car keys when I came back home, or it just felt that way. We appreciate it when people have a good time, that's what this sport is supposed to be all about. I came to work for Chuck will be two years in May, and try to visit all of vendors. The “cottage” industry ... more folks, bamboo rod makers, tiers, guides, lodges, and artists are always very appreciative of our efforts. I too look and drool at some of the fine workmanship, but we at The Fly Fishing Show are a Mom and Pop shop. Janet ( Chuck's wife) handles all the check ins and is always present to help folks out, Chuck (well chuck is chuck and tries to do everything and introduce all the speakers), Ben (chuck's son handles all the Tyers and authors while trying to run his own business The Angling Bookstore), Myself (I really don't do anything but don't tell anyone), and many others, Emily (in the office), Jake, Ron, Len, Paul, Kelly, Sumi, Jerry (my traveling companion of three weeks-and Chuck's childhood buddy), Chris, etc. etc.etc all help us out because of their passion for this sport at various cities throughout the season.Currently decompressing this year and getting ready for next year. With Water pollution, over fishing, giant mines in Salmon headwaters and a myriad of other issues threatening our sport and frankly way of life, it's our hope that flyfisherman can come to our shows, stock up on what they need, maybe book a trip, and generally talk fly fishing and hang out with fellow fly fisherman and have a good time. We are not run by some bean counters on Wall Street, but fueled by Chuck's and all of us involved in this sports passion, we hope it comes out in our shows, and to read DSflyman's post-well that just made me smile-thank you. Now I have to get to work and wrap up this year, so my 6 year old and I can tie flies tonight. He reminds me every evening that he has to fill his fly box, our season is not that far away-we have work to do!Dave SewakManager-The Fly Fishing Show
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This is a late entry on an old topic, but I thought I should add that I went to the show near me in Pasadena and was pretty impressed. I hate crowds and really wasn't expecting one... I was wrong. I spent most of saturday there and I was forced to live with the crowds. Given current economic times I was pleasantly surprised. Some of the independent, Mom & Pop rod and reel manufacturers blew me ... more away. Amazing craftsmanship in graphite and bamboo. Someday I'll hit those lottery numbers.
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On the recruitment front, I did hear something interesting from a seminar presenter at one of Chuck's bigger east-coast shows: better than half the people at their seminars were attending a fly fishing show for the first time. Of course, this doesn't rule out similar numbers at AFFTA's shows (well, it might actually being as it occurred at a large eastern show), but it's one bit of information. I'd ... more love to hear from Undergrounders who have attended trade shows and get their impressions.
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Just because AFFTA tried to put me out of business last year in Denver by scheduling their own show to directly target me the same weekend you would expect “bad blood” from me. On the contrary I've been so busy trying to manage my shows that have surprised everyone having record crowds during the worst economic times in our lives, I don't even think much about AFFTA. And apparently the consumers ... more haven't complained about certain AFFTA connected companies not exhibiting, because they are just spending their money with those that are part of our shows. Hardy, for example, was swamped and made a concerted effort to invest in exposure at all fly fishing venues. Smart leadership I assume. The real “bad blood” is being felt from the shops who were bullied by their reps, who were forced to do the coercion by their companies that have representatives on the AFFTA board. Their idea was to convince exhibitors to boycott my show where they profited convincingly and attend the show they selected, where their sales nosedived. Some dealers are so turned off, they quit shows all together and have no sales. And this result certainly tarnished the reps reputation if they were the convincing force to this show change decision. While a few will fudge the results, just as AFFTA has done to save face, instead of admitting their mistakes and moving on. The other “bad blood” is being felt by the consumers who are forced to attend extra shows to see what used to be in one. They aren't very happy to spend extra parking and show ticket fees and think this entire mess in ridiculous. They're right! As I have always said, I welcome back all those that turned against me, if space is available. They lost enough blood already, but it's their decision to stop the hemorrhaging. I'm not hurting and I'm curing what ails this industry by continuing to bring more customers into our sport by producing successful fly fishing shows. Isn't that what we should all do by working together? AFFTA is losing members, their trade show is on shaky footing, and they have split the industry and the consumers by their decision making. If they have “bad blood” toward me I can't change that. All I'm doing is telling the truth and doing what I do best for fly fishing. My future plans are solid. With their help or with their competition, I'm doing what's right, and plan to continue on this successful course with those that support me. I owe it to them. Chuck Furimsky The Fly Fishing Show-Director
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Regan: I don't think AFFTA has the financial resources needed to buy much of anything; as trade associations go, it's pretty small.
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Wow... the AFFTA remains retarded. I love how they're trying to cultivate new fly fishermen AT TWO SHOWS. What the fuck? All us over on the East side aren't worth recruiting? IF they were smart they'd stop wasting their money on stupid shit like that and start buying all the smaller competitors up.
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Well, good luck. We should talk sometime.
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Tom, Yes, I am taking orders for finished rods again. Still backed up quite a bit though. I recently posted on the glass rod forum that the delivery time would be about 1 year. However, I once again managed to get fired from my day job (I have come to the conclusion that I am not cut out for the working world) so as of now I guess I am a full time rodmaker. Hopefully this will improve delivery times. ... more I will email you some pics of recent rods. Mike
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Mike: Love to see some pictures. Are you selling completed rods again? Murdock: The rift between Furimsky and AFFTA is pretty serious. I wasn't kidding about the "blood feud" bit. It comes at at ime when the industry probably doesn't need the infighting. Still, I think a "Discover Fly Fishing" center at the ISE show is a pretty good idea; it's the tug-of-war for exhibitors that's hurting things.
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We will be attending the Charlotte show. Why couldn't AFFTA just partner up with Furimsky's show (he says as a lightbulb appears over his head). Here the show includes wing shooting which took the place of the rod building portion but personally, I'd prefer a bigger show exclusive to fly fishing.
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I will be attending (and displaying) at the Somerset, NJ show. I am looking forward to seeing some quality bamboo from various makers.
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No comment.
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I hit the ISE in Sacramento because it is about four minutes from home, but it honestly has very few redeeming qualities - especially for us fly guys. The vast majority of the booths are just general crap, though I usually find a few books and such to pick up. In other news, the Upper Sac was extremely good to me last week. Nice fish on big ugly dries and one that never even let me get close. Most ... more surprising was the number of people (about five) I saw en route to or from Mossbrae, though none were fishing.
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No thank you.
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I attend both the San Mateo show (ISE) and the Pleasanton Fly Fishing Show (which used to be in Marin) every year. It's an excuse for getting together with my brothers and a group of other guys we usually fish with more than anything else. We drink a few overpriced beers, listen to some of the speakers, and laugh at some of the outrageous prices (Five days in Russia for only $7,000, and I get to pay ... more for my own roundtrip airfare too? Where do I sign!) It can be a good place to try out a bunch of different gear if you're in the market for a new rod or reel -always see lots of guys out on the lawn casting the latest models – and occasionally you can find a decent price on demo or closeout/discontinued items, but as a rule it's the same stuff year after year. The discount fly vendors, such as Buck-A-Bug, always seem to do the most business.
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I will be tying at both the WA. & OR. shows but will most likely stick around the fly tyers area most of the time except to visit the drift boat dealers and quiet water sections (Canoes, Pontoon/Rafts, etc) David
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TC: Your kidding right? Go to a show with hundreds, possibly thousands of people - more than live in my all to fast growing burg (well it was before the economic train wreck). I get way too twitchy in crowds and with all the terrorism concerns now, fear that the security goons will whisk me away overcomes any desire to attend. 'Nuff said.
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