affta,    death match,    fly fishing industry,    fly fishing trade show,    iftd,    international fly tackle dealer

AFFTA Goes It Alone On Trade Show: Hires Industry Veteran to Lead Effort

By Tom Chandler 12/21/2009

Though our previous post heaped truckloads of snark had bit of fun at the fly fishing industry trade group's expense (AFFTA), it's clear AFFTA's serious about going it alone with a new, independent trade show for retailers, manufacturers and other fly fishing industry insiders
(pretty much everyone except for the folks who actually buy the stuff).

From their press release:

(Louisville, CO. December 18, 2009) After evaluating every available option and in response to input received from fly fishing industry retailers, manufacturers, sales reps and media, the AFFTA board of directors unanimously voted Tuesday December 15, 2009 to endorse the formation of a new independent fly fishing trade show. The International Fly Tackle Dealer (IFTD) show will debut at the Colorado Convention Center in Denver, Colorado during the 3rd quarter of 2010.

AFFTA Chairman Alan Gnann stated, "Throughout our careful and deliberate evaluation it became abundantly clear that a general fishing tackle show (ICAST) or a general outdoor show (Outdoor Retailer) would not serve the best interests of the of the fly fishing trade. It was also very apparent that the new found interest in fly fishing by these organizations was not aligned with AFFTA's mission, making the decision very clear." Gnann continues, "The entire AFFTA board is incredibly energized and motivated to make this the best show the industry has ever seen. The support of key exhibitors and retailers for AFFTA to sponsor an independent fly fishing industry trade show has been nothing short of overwhelming. We look forward to hosting the most dynamic and exciting trade show in years; and importantly - the only show focused exclusively on the sport of fly fishing."

You can power your way through the entire release here (a cup of coffee might help).

AFFTA's claiming the support of the fly fishing industry insiders
and heavy hitters on this one (Scott Fly Rods, Sage, Redington, Rio, Orvis, Umpqua, Ross Reels USA/Ross Worldwide, Scientific Anglers, R.L. Winston, Solitude Flies, Cloudveil, Lamson/Waterworks, REC, Nautilus Reels, Smith Optics, Yellow Dog Fly Fishing, Frontiers International, Fly Fishing in Saltwaters magazine, The Drake magazine, and Fly Fisherman), though the Underground's Crack Investigative Reporting Team
(whose advanced techniques include calling and asking) knows at least two of the names mentioned are supporting the show more from a sense of duty than any real hope of a return on investment.

Regardless, unenthusiastic support is still support, and on the surface, it appears AFFTA has stolen a march on Outdoor Retailer, Furimsky's planned Florida show, ICAST and a everyone else with a spare room.

To make sure it happens, AFFTA's hired fly fishing industry insider
(as if they'd hire anyone else) Randi Swisher, who was involved in running ISE's trade shows.

Kirk Deeter at Angling Trade magazine suggests AFFTA's wagering the future of the organization on getting this one right, and there's a grain of truth to that, though given the tiny budget and occasional need for capital infusion to keep the operation running, the risks aren't exactly titanic in nature.

Sadly, AFFTA's prior attempts to turn their own fly fishing show crashed and burned, and to a certain extent, we wonder why AFFTA - who is clearly hungry for a revenue stream - doesn't combine a two-day dealer show with a three-day consumer show. That gets them in the consumer show industry, yet keeps them out of everyone else's hair.

It makes a certain sense, yet one industry veteran simply made clucking noises (that phone thing again) and suggested the industry's insiders would never endanger their "exclusive little three-day industry party" by allowing the public entry.

Ouch.

What's true about the fly fishing industry is that it's tiny compared to most others, and while AFFTA's releases suggest a duck serenely gliding over the water, we remind you that the real action takes place under the water, where our outwardly serene duck is paddling like mad.

(This kind of stuff is why the industry loves the Underground.)

See you anywhere but at a trade show, 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.

10 comments
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Tom Chandler: Your points about the dealer minimums and ebay are well taken. Still, you're leaving one big piece out of the discussion.The Internet. I hate to be blunt, but in the same way many fly fishing manufacturers are to blame for their current predicament (they haven't stayed current in terms of a shifting retailing/marketing landscape), aren't fly shops also sowing the seeds of their own demise?I ... more don't believe it's just big boxes; few fly shops have much of an online presence, and – dare I say it – a large fraction (I'll leave it to each reader to decide that fractions) don't really add value to the products they sell.In other words, many don't have much reason to exist in an age when distribution channels are changing and proliferating.This is not a blanket condemnation, but what I'd consider a very real assessment of a complex marketplace. Many fly shops are going to disappear, and I'd resist the thinking that shops/outfitters/guides deserve a continued existence because they once participated in fast-growing (and fast-growing-overpriced) industry. (Quote) Your comment references the internet channel, but I think it is the most concise assessment of the issue faced by an "independent" fly shop with respect to both the internet and "big box" retailers I've read. It is one thing to say, "support your local fly shop!" It is another to ask "why?" Or, more precisely, "why should I, when I can get exactly the same product cheaper, elsewhere?" Again, the knee-jerk reaction is "because important to support local shops." I agree with that sentiment, but it seems to me that the fundamental question goes unanswered, and should be thoroughly considered by a fly shop - i.e., what am I doing to set myself apart from the internet and Bass Pro Shops? How am I adding value for the customer? I see perfect parallels to this issue in independent bike shops that compete against large, multi-store chains. There has to be something other than price that attracts and keeps a customer, because it seems the small indy will rarely, if ever, be able to compete on price. Nothing earth-shattering here, just that Tom's assessment really crystalized the issue for me. JB
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This topic has morphed into something else. Which tells me that no one really cares about the "industry party." I agree that there are other more important issues. If we are going to have a show, let's make it one that is affordable because, frankly, we are pretty much pissing our money away. I expect the 2010 show to die the way things are going. We are having a banner year selling our products and ... more expect the next one to be even better. We don't sell to big box stores and we focus on servicing our customers (small fly shops). Most importantly, we found a need in the industry and provided a solution. We don't need a show and we advertise very little. Unless you consider giving guides and key employees great deals on product. This type of advertising is worth 100 times more than a cute ad in one of the ragazines if your product is good. Sure a lot of the fly shops are disappearing, but they should be gone. The remaining ones have figured out a business model that works and they are as strong as ever. This is a tiny industry and manufacturers should not seek continual growth. Not going to happen. You can sell to the big box stores for temporary growth, but this will make your products commodities and price will be everything. Learn Mandarin.
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Tom: Your point is well made and I've always felt blunt is the best way to deliver the truth. There's a whole heap of chaff scattered among the few grains of wheat when it comes to fly shops. I'll give you that. Yet, I'd still argue many shops work to create a more educated/polite fly fishing demographic. As you accurately pointed out, many have not leveraged the internet productively and that may ... more be the downfall. The days of kicking back behind the counter and waiting for clientele are over. No one doubts that. On the flip side of the issue, the industry is doing very little, if anything, to preserve the sanctity of the activity or assist local retailers in any manner. I understand that manufactures are in survival mode and cater to the most lucrative accounts (box stores) out of necessity. However, the fact remains that many companies, like Simms, Scott, and [fill in the blank] gained their reputations long ago off the backs of anglers, guides, and fly shop owners willing to promote their gear -- not box stores or frosted tip film peddlers. The industry can push as much product as they'd like, but ultimately people will need to actually learn how to fish somewhere along the journey. Are people really getting that level of service, expertise and attention from corporate fly fishing outlets? I seriously doubt it. Could it be that industry's abandonment of tradition is creating a huge void in service? That's what I believe. Retail is a one-trick-pony. Any monkey can push product. Likewise, product eventually becomes saturated. Fortunately, service and knowledge never does...and yes, people smart enough to put those bits together and deliver value through viable marketing channels (internet) will reap the benefits. Product alone ain't gonna cut it.
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Your points about the dealer minimums and ebay are well taken. Still, you're leaving one big piece out of the discussion. The Internet. I hate to be blunt, but in the same way many fly fishing manufacturers are to blame for their current predicament (they haven't stayed current in terms of a shifting retailing/marketing landscape), aren't fly shops also sowing the seeds of their own demise? I don't ... more believe it's just big boxes; few fly shops have much of an online presence, and - dare I say it - a large fraction (I'll leave it to each reader to decide that fractions) don't really add value to the products they sell. In other words, many don't have much reason to exist in an age when distribution channels are changing and proliferating. This is not a blanket condemnation, but what I'd consider a very real assessment of a complex marketplace. Many fly shops are going to disappear, and I'd resist the thinking that shops/outfitters/guides deserve a continued existence because they once participated in fast-growing (and fast-growing-overpriced) industry.
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Tom: Fly shops are already dead. Manufacturers no longer need innovative people to build their brands. They've already achieved that piece of the puzzle -- off the backs of (quality) guides, fly shop owners, and the like I might add. The pure and simple fact is 'greed' is the controlling factor in the industry. If it weren't the case, rod manufacturers wouldn't be squeezing fly shops with 15 - 20 ... more K minimums on rods that will eventually be blown out on Ebay for 30% less six months down the road? I guess box stores and Ebay is where it's at these days. Cheap, offshore, and priced for the masses. I guess it's okay for tradition (fly shops) to give way to the mighty bottom line (box stores). Once the fly shops are completely gone, innovation, etiquette, tradition will soon follow. So what are we left with? Poor manners, cheap knock off gear, $.03 Kenyon flies, and a library full of poser films about fishing...and no one out on the river actually doing it. Can't wait.
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It's interesting that a disconnect exists at all given the tiny, tiny size of the fly fishing industry. The role of the big box and direct sales vs. fly fishing's "traditional" dealer sales model will remain a messy topic for some time to come, and I'm not at all sure that fly shops will win. In fact, I'm not at all sure they should...
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Actually picked it up from - I believe - one or more of the English writers I read years ago. I have made the acquaintance of Mr. Foote's writing, but don't believe I stole it from him.
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What you said, re shows. I'm just glad I no longer have to work those. But I commend you on "stole a march," among my favorite mid-19th century-isms. Did you read Shelby Foote? Among the many very lovely and effective authentic expressions he uses (als0, "good to go"). Easily the best historical writing I can think of. Davem
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When the 'industry' becomes concerned about the people that actually fish -- you know those lowly fly shop people -- I'll start caring about what they're doing to support my habit. Until then, they can push all the dude-bro-frosted-tip, latest piece of overpriced crap they want to the poser and snow-board-turned-fishing-dude types. It's really funny how once upon a time the mentioned manufacturers ... more and all the other clowns in the 'industry' circus needed people who actually used their products to build and support their brands...I guess box stores and recycled fishing movies are all that matters anymore. This isn't my quote, but corporate fly fishing still sucks.
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I was waiting for your take on that. Check out The Drake... they have a pretty funny story on the whole business of the business.
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