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With Fly Fishing Retailer Show in Decline, AFFTA Board Makes Bold Move, Then Tells No One About It

By Tom Chandler 10/23/2009

It's Day 47 of the Underground Home Hostage Crisis, and while sleep patterns are slowly returning, Trout Underground/Man Cave World Headquarters remain under siege - the target of insurgent contractors who have seized part of Trout Underground/Man Cave headquarters, demanding ransom (or the baby's room gets it).

Oddly, the Underground's newest tax deduction isn't the only thing kicking, whining and soiling itself; it appears the AFFTA Board - when faced by the grim reality of a Fly Fishing Retailer show in steep decline - made An Important Decision.

They just don't want to tell us what it is yet.

Oh.

The Seamy Background
Despite a great deal of industry cheerleading leading up to this year's Fly Fishing Retailer Show (and a fair amount of post-event gushing by a few), it seems the FFR show is indeed struggling.

Wicked Outdoorsy posted this somewhat damming article on their blog, suggesting that something needs to change.

With the vendor list shrinking from almost 200 to 150 since 2008, it's clear that things aren't all peachy in FFR land, and in fact, industry 800 pound gorilla Orvis didn't even appear at FFR until the last minute, apparently reversing a decision to skip the show.

The owner of one of fly fishing's major retail sites told the Underground he rarely attends FFR since manufacturers and reps bring everything to his buyers, often long before the public sees them, so FFR offers little value beyond the networking.

Then there's the elephant in the room; are anglers increasingly turning to online sources for gear, and if so, what affect is that having on traditionally fly fishing retailers - the FFR show's primary target group?

What's Going to Happen Next?
With FFR facing the double whammy of a recession and what appears to be a general decline in interest, what's a fly fishing trade organization to do?

One possibility is a show that hits different regions every year, and another obvious idea is to fold the fading FFR show into the sizable Outdoor Retailers show in Salt Lake City.

Indeed, that's the course favored by Moldy Chum (one of the Chum team works for Patagonia, and attends both shows), and Moldy didn't seem all that happy when he learned the AFFTA Board had met and ruled out folding FFR into the Outdoor Retailer show.

The discussion in the comments section beneath the Wicked Outdoorsy post covers this possibility, and in fact, the director of both shows weighs in with good information.

The AFFTA Board apparently didn't agree (as per this post from Angling Trade), though it seems as if they're not going to tell us why until the end of the month.

One hopes they've got a plan, but then again, this is the same group that thought it was a good idea to go head-to-head with Chuck Furimsky's Fly Fishing Show in the consumer show arena, and got their fingers burned.

Furimsky - who still hasn't forgotten what AFFTA tried to do - is pitching an idea for a dealer show of his own, though this one would be held in Orlando (taking advantage of cheap airfares, lodging, etc).

Given the enmity between Furimsky and AFFTA, we can safely assume Furimsky would have to go it alone with a dealer show, and that he'd be fighting AFFTA for their own members.

Outdoor Retailer Plan a Boon, or a Bust?
While we already know the AFFTA Board voted against joining the Outdoor Retailer show (we just don't know why, or what's going to happen instead), I doubt this idea is going away anytime soon.

After all, a little cross-pollination with the outdoorsy set wouldn't do fly fishing any harm; it's a sport that's in danger of erecting a wall around itself (witness the 8% increase in fishing license sales, yet the slow decline in the number of fly fishermen).

Still, would fly fishing simply get lost in the OR show (as some suggest), or is it about time the sport lost its isolationist tendencies (don't pretend they don't exist) and joined the rest of the outdoor world?

The Undergrounders Weigh In
This is what's cool about the Underground - I let my readers do all the heavy lifting. Sure, I'm a brilliant writer who occasionally posts bikini pictures, but in truth, I actually ask my drunken barely conscious slacker readers what they think, and then ignore you when you answer.

It's crowdsourcing at its finest, so I put the question to the the Undergrounders:

Should FFR try to go it alone? Should it stay Denver? Or should it fold itself under the massive wing of Outdoor Retailer, and hope all the outdoor jocks decide to give the sport a try?

We ask, you answer...

See you in the comments section, Tom Chandler.
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.

26 comments
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With expansion will come the reality that we as fly fishing must stop being an exclusive and elitist club, and stop poo pooing every new idea that comes along. I saw the comments on the fly fishing comedy last month (go west). "The fly fishing public must be warned" was the quote. It is that attitude that will leave us in our own little world that no one but us will care about. We will suffer in that ... more good programs like the FF Show will go under. The internet does wonderful things such as this blog, but it cannot and must not eliminate the grass roots face to face commerce such as the FF Show. We must lighten up and include everyone. Skiing did it 30 years ago. Why cant we?
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[...] – Fly Fishing Show biggie Chuck Furimsky just weighed in on the AFFTA/FFR/Outdoor Retailer trade show discussion (as have a couple of other industry folks). Don’t miss [...]
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Chuck, I appreciate you taking the time to reply, and I'm happy to add your analysis of the situation to the mix. I can't speak to the motives of the AFFTA in terms of money, but I have repeatedly heard fears of "losing our indentity" popping up among folks, which reveals a kind of fear that might be worth a second look.I mean, are fly fishing's manufacturers so moribund that they'd fade in comparison ... more to (a perceived) younger bunch of companies in Outdoor Retailer? And if that's the secret dark fear festering at the heart of all this, isn't it maybe a signal for some of fly fishing's companies to, you know, get on the ball?The fly fishing industry is not a big one and resources aren't exactly abundant, but when observed through the lens of a marketing professional with 23+ years of experience, it appears that - in many cases - the industry outgrew itself in the 90s and early 2000s, and is now facing competitive pressures that many of its companies aren't quite capable of facing.We'll see.Thanks again for weighing in.
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Dear Tom, At one time I was a young guy with a new baby. Enjoy every minute. It goes by quicker than it should. And remember to introduce your youngster to fly fishing so we can grow by one, at least. I've got a few things to clarify. There seems to be a misconception that I have not forgotten how AFFTA tried to go head-to-head with me and my Fly Fishing Show in Denver a few years back. It's true ... more I haven't forgotten, but I actually applied that sorrowful mistake to my announcement of a new trade show plan. It's not retaliation, but a new direction, requested by others that I look into reviving excitement in the trade. I did some research for the sport and industry I love. Instead of looking to do a trade show in Denver or Salt Lake City, I selected Disney, Orlando. If AFFTA joins OR, which I believe is possible in some form which I'll explain later, it will be the first weekend in August. I'm looking at my date over a month later, in mid-September. This avoids competition. There are so many additional differences; you really should review them on our www.utaff.org web site. Without listing long facts and explanations, all of it is on our site; I will just say our plan is fresh and affordable. It's all about doing what the fly fishing community of manufacturers, and dealers want. Location, cost, lodging, transportation, a fun show, a business atmosphere, new product introduction, and everything to bring a proud and good feeling back to our sport. If that's our identity that's been missing, we hope to bring it back. The Disney location for our first show is perfect to attract dealers from the eastern states, plus Europe, and other overseas countries. Growth can be accomplished by reaching out from our borders. After stating that, we still plan to rotate the show around the country in the future. That hasn't been done in the past and is way overdue. It brings in new customers and fresh excitement every year. The Disney location also allows attendees to explore warmwater and saltwater fisheries, elements of the industry often overlooked. Back to the question whether AFFTA will join OR. My gut feeling is they might, if certain requirements are met. But then again, AFFTA's board is in a state of change, so their decision for a trade show place and time is anyone's guess. They'll want their own space, for ponds, and like companies that deal in fly fishing products. You might think this is to retain their own identity or perhaps siphon possible outdoor people into their area to consider fly fishing. That's the smoke screen that's being spread, but not the main reason. Like so many seemingly sincere decisions by small powerful boards, the truth is it's all about money. AFFTA's only serious way to raise cash is their share of the trade show. And the show producer wants to leave Denver where their profit has shrunk, and add to their profits by expanding OR with the addition of a fly fishing section. If AFFTA wants to remain with their deal, they'll go to OR period! If Nielsen doesn't want to bow to AFFTA's demands, the revenue the trade show provides maybe just convince them to cut AFFTA loose to do their own thing. How the board would run a successful trade show with no show experience, when Nielsen, one of the world's most powerful show producers is no longer interested, will be the dilemma. News at eleven I guess. The idea of the trade show I that proposed is to be affordable without profit being the ultimate goal. As a matter of fact, 100% of the profits will be used to protect our resource and distributed to conservation organizations fighting the good fight. The irony is the only way we can show a serious profit is to have support by the heavy weights and they'll likely support AFFTA. Our plan is to distribute funds to conservation organizations, not pocket them, and the decisions will be voted on by attendees! If all the smaller companies and dealers stand up to convi
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I work in both industries and see that FFR joining OR would be a great advantages to get new people looking into the gear and the sport. Many people at OR also work in the fly fishing world and it would most likely benefit them as well as the show to have them combined. It might make my life a bit interesting trying to fit it all in in one week, but that's life.
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Megan: Plus, I dig guys in fly fish gear. Come on over. There's a much better chick to guy ratio at our gig. In addition to being an outdoor babe, Megan's a real closer too.
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I work exclusively in the world that is driven by the OR show. I'd love to have some new friends and like minded people to liven up the joint a little bit. We might have something to offer, and they Fly Fishing world might have something to offer us. What really, are the cons to joining us at the Salt Palace in August? You could loose your identity? How is that possible? I'm pretty sure that waders ... more and felt-soled boots aren't for mountaineering. Not to mention you would probably be grouped in the same area. Plus, I dig guys in fly fish gear. Come on over. There's a much better chick to guy ratio at our gig.
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I believe FFR and OR should combine which I feel makes all the sense in the world from a logistical sense, timing, and related retail channels. OR currently supports and services many smaller niche sports similar to fly fishing like rock climbing, kayaking, snow shoeing, etc. There are also several manufacturers and manufacturers reps. who attend both shows. I don't see a whole lot of other options ... more that will really help the industry of fly fishing and I would urge AFFTA To do the industry a favor and make this happen!
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BTW, I meant no offense. Suburban Aggie made some excellent points about the fly fishing industry. From a commercial and business point of view, the ability to quickly change and adapt to the market has always been vital. However, I just wonder why people agonize over the sport 'dying'. People (mostly male?) have always liked fishing, and always will. Fly fishing, by it's very nature, will probably ... more only ever be a small segment, and like everything, will always fluctuate. Why is that a problem? Why the need for 'growth'? Yes, I understand it (should) keep prices lower and encourages innovation (always a wonderful thing) but...from a completely selfish point of view, do I want to see more people on rivers and lakes who are there only because some rad new advert and gear suggest they do so? Not really. I prefer people, especially the young, to do things because their heart tells them so, not because they got suckered into even more consumerism by advertising. My mate's kids - a girl aged 15, and a young boy aged 5, just LOVE going fishing. They like being with dad, being outdoors, and the thrill of catching the fish. If they continue with it, then fine, but if not...that's fine as well. There are plenty of young people entering, and enjoying the sport - just check out a few of the websites, but maybe this sport will always be one that has an older membership that others. If so, is that a problem? Or, maybe it's just me - I really like fly fishing, it's one of the reasons I am buying a place in Tasmania or New Zealand (I'm an Aussie), but I don't breathe it...it's just fishing. PS. my comment about 'fighting a war' was a knee-jerk thing. I just don't like comparing business or sport to war, and understand it wasn't meant that way. It's a personal thing.
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Now fly fishing is apparently 'fighting a war?' Laughable.
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Albeit on entirely different scales, fly fishing is to outdoor sports what golf is to the greater sporting goods world. Perhaps a walk down memory lane could be both interesting and informative. I was in the golf wholesale business in early 90's repping both hardware (clubs and balls), softgoods (clothing & gloves) and accessories to pro shops. Up until about that time all true golf equipment ... more was sold through the pro shop at golf courses - analogous to fly shops. Pros had a lock on the industry, selling equipment along with rounds of golf, range balls, cart rentals and lessons - all in a nice little protected environment. Margins, volume and the associated elitist attitude were all safely intact. Enter Nevada Bob's, Las Vegas Discount and other off-course retailers. When manufacturers opened "off-course" sales in search of higher volumes, on-course pro shops (all really just small retailers) were faced with a dilemma much like we are seeing today in fly fishing. This was before the internet, but the effects were the same. Find a way to compete with large retailers and their larger buying power and tolerance for lower margins, OR go out of business. Frankly, many did NOT make the adjustment and went out of business or simply dropped retail all together - leveraging the unique "value-add" that customers were willing to pay for. In this case, their expertise through lessons and the convenience of purchasing balls, gloves and other last minute accessories at the shop that their customers needed to engage in the activity. (can't help but think leader, tippet, clippers, flies and souvenir hats). I think the comparison is clear for fly fishing. Adapt to the reality or perish. The effect on the golf industry at that time was expansion - of participants from a different demographic (age and income level) and of sales volume from these new entrants. This demand was fulfilled through a different mix of retail channels which evolved to meet the preferences of these customers - primarily price, broad selection and wide geographic availability (convenience). I can tell you that pro shops were basically pissed at manufacturers during this transition. Tough decisions were made by the manufacturers, breaking with years of "tradition". 30 year 50-60 something reps with cushy territories and little requirements to expand the business were replaced by young, hungry, energetic reps with a sales quota. New people enjoyed the game in large numbers and caught the "equipment" bug - replacing drivers and putters with reckless abandon trying to shave a few more strokes off their handicap. And most telling - you were just as likely to see a young guy in a tank top wearing a camouflage truckers cap carrying a 16 oz. Budweiser tallboy shooting 115 as you were a nattily clad 50 year old nipping on Famous Grouse from a hip flask breaking 80. The older dude already had all his stuff, the young guy was still clamoring for more. What's the point? The point is that the healing elixir is expansion. With expansion comes growth. For fly fishing this may mean breaking the mold to accommodate new entrants a passing of the torch to the younger demographic (or at least younger in heart and mind) who are already showing their desire to wrest control and lead innovation (note the Drake, Buster, Moldy Chum and many others). Just as golf re-invented itself in the broader context of sports, perhaps it high time that fly fishing do the same. The younger vanguard of fly fishing is just as likely to backpack to a remote cuttthroat lake, hop on their mountain bike to access steelhead on the "D" or snowboard in the AM and catch a midge hatch in the afternoon so why not capitalize on the cross-over potential of this growth segment by joining with the outdoor industry show? Ignoring what seems apparent from history for the sake of arrogance just may well leave fly fishing fighting a war on two fronts without enough resources to win e
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anglerscovey: Hey all you armchair fly junkies. DO THE MATH FFR = 150 to 200 companies OR has space for 27 companies I'll do the math - you do your reading; Kenji said 27 paddlesports companies left OR, not that there were only 27 spaces left. I think it's a little difficult to equate exposing the sport to all sorts of other outdoor dealers and outdoor junkies with "folding our cards." It's not hard ... more to argue that kind of insular attitude has left fly fishing the Galapagos Island of outdoor sports; rich & interesting, but only within our own little walled kingdom.
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The bigger question is how do you grow the sport and keep our identity, not how do we fold our cards and count our losses. anglerscovey This is not meant as an argument, but I wonder why people are always going on about their sport 'growing'. You know, I don't really give a toss about it 'growing'. I mean, why? More gear? More people? I honestly don't care if more people get into the sport, or leave ... more it. It's just fishing, that's all. As for identity, what identity? It's just fishing, that's all; a very, very nice way to spend time in beautiful surroundings.
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Who cares what's best for the industry - how about the public? I can think of a lot of people who will be relieved to get all these fawning, gear weenie jerk-fests in one place, at one time.
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Hey all you armchair fly junkies. DO THE MATH FFR = 150 to 200 companies OR has space for 27 companies Now explain how this would be good for the fly fishing industry? The bigger question is how do you grow the sport and keep our identity, not how do we fold our cards and count our losses. You have to play to game to win.
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Attendance at most of the fly-fishing shows has gone down in the last several years. Yeah, the sagging economy, rising gas prices/travel costs, etc. definitely has something to do with that but there are other reasons too. Some anglers now have young childern (you can certainly relate to this Tom as I can I since my wife and I have a 26 month old son and another boy on the way in about 5 months) and ... more don't have the free time to attend the shows. The demographics of the fly-fishing population has seen a big shift in the last few years and with a LOT of fly-fishers now in their 50's and older, most have all the gear they need so there's no real reason for them to attend the shows. You can certainly get some good deals/discounts on gear at the shows but you can also get good deals on gear by doing some basic research on the 'net and buying what ever you need from an online fly shop, etc. For most, that's easier than spending the time and $$$ to go to a show. Congrats on the new addition to the family! Being a parent is one of the most rewarding and challenging things you'll ever do. Your fishing time is going to go down considerably but you'll just appreciate the times when you can go fishing that much more. Have you baby-proofed your fly tying area yet? If you want some tips on this, let me know. Brian
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I work in the Wintersport industry with some ties to the Outdoor markets. I have seen my share of trade show proliferation and bloat over the last 20 years. Believe me when I say that fewer is better and bigger is more. My take - Whether it is OR, or one of the other appropriate shows, AFFTA should consider consolidating efforts and pooling resources. You never know what kind of synergies you gain ... more when you have new walk-by traffic. Going it alone as a small niche doesn't work anymore...get over it!
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FFR better have a hell of an idea 'cause they're refusing to do the obvious (join a stronger partner during this economy.) I live in SLC too, and would love to see the show. I still remember the first few Sportsmen's expos at the Cow Palace in SF. All kinds of cool stuff (and just fly fishing) way back then.
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Uhh, we're not doing Obama here. Next Obama comment gets axed. troutrageous1: I'm a sporting goods buyer (not fishing) by trade, and virtually all major sporting goods shows are on the decline (regardless of what the organizers say about attendance figures). Blame it on the down economy/travel costs, timeliness in relation to the purchasing cycle, and ease of vendors to visit (or e-visit) retailers ... more – but they are only some of the reasons. I think it's fair to ask the question: Is AFFTA really ready to grapple with an economy that may never see the kind of bubble-driven leisure spending we've seen the last 20 years? Their FFR decision will speak volumes about their vision...
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Did Obama create these problems? Banking Health care War
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No fear, our fealess leader The Big"O" will take care of this just as soon as he and Nancy P return from vacation. Samisthebaddog
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It's that Interwebz thingie, youbetcha. As for clownsourcing, I tried that, it didn't work. Like most everything I try. I think the world's out to get me; again...
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I'm a sporting goods buyer (not fishing) by trade, and virtually all major sporting goods shows are on the decline (regardless of what the organizers say about attendance figures). Blame it on the down economy/travel costs, timeliness in relation to the purchasing cycle, and ease of vendors to visit (or e-visit) retailers - but they are only some of the reasons. The fact of the matter is that there ... more are only a few shows that still seem to be keeping their heads above water from an attendance perspective, and OR happens to be one of them. I really think it's foolish for FFR not to entertain joining OR, simply due to economies of scale for both the attending buyers and participating retailers. If some of the smaller fly shops can't afford to attend, perhaps they should consider banding together their combined purchasing power into regional buying groups and send representatives. I simply don't think a niche industry - and as much as I'd like to deny it, in today's world fly fishing is niche - can support it's own standalone show any longer.
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Outdoor Retailer!I live in Salt Lake...
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Also, most things (all?) seems to go in waves, sometimes strong, sometimes less so. Why should fly fishing be any different?
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Is it the internet? I bought my new reel from the internet, from a shop in Sydney (I'm 100km away), and have just ordered some Simms waders, too. My friend has done likewise. And, I have also bought quite a bit of household stuff from ebay. Where else could I find a 1976 Pioneer SA-5300 amp to replace the one my brother accidentally threw away?
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