Posts tagged: affta

Moldy Chum Puts the Boots To AFFTA, Asks Questions That Don’t Have Good Answers…

May 9, 2011, by 4 comments

In a heavily researched post, Moldy Chum rains fire and brimstone down on AFFTA for awarding their “Jim Range Legislator Of The Year” award to Senator Mike Enzi, whose environmental record shines about as brightly as the dark side of the moon.

Moldy Chum

Any guess as to how Moldy Chum feels about AFFTA?

AFFTA responded, and the Chumsters took issue with what appeared to be some dissembling on the part of AAFTA, debunking Enzi’s supposed “cred” on the small business side of things.

In other words, Moldy points out that AFFTA’s rationale for giving Enzi the award) is damned thin:

Here is one example of legislation sited as proof of Enzi’s pro business cred.

The Save our Small and Seasonal Business Act if passed would, Amend the Immigration and Nationality Act to extend for three years after the date of enactment of this Act the annual cap exemption for returning H-2B aliens (temporary nonagricultural worker).

This legislation was so critical to small businesses that the following “trade organizations” registered overwhelming support for that bill.

American Horse Council
American Nursery & Landscape Association
Professional Landcare Network
Save Small Business
The Association of Pool and Spa Professionals

So exactly how does this act benefit the fly fishing trade…. other than making it easier to hire someone to mow the lawn and clean the casting pool?

Now, let’s balance the record of Mr. Enzi, champion of small business and kid’s health, with his environmental record.

Here is his evironmental voting scorecard for his entire tenure in the US Senate.

110th Congress: 15%

109th Congress: 7%

108th Congress: 0%

107th Congress: 0%

106th Congress: 0%

Hey, at least it’s improving!

In years past, I chewed on AFFTA for a series of horrendous decisions, though the “new” AFFTA — which at least communicates better than before — seemed like it was settling into a nice, quiet, hassle-free existence.

Guess not.

Read the deeply researched Moldy piece here, and let Moldy (and AFFTA) know what you think.

The Blog Thing

You don’t have to look far past Moldy’s posts to see the growing role fly fishing’s blogs are playing in the sport and the industry.

During the Siskiyou County land use furball; the McCloud Hydro mess, my prior AFFTA stuff; the recent stream access and mining issues in Montana; Moldy hammering AFFTA’s choices — and plenty of other times — fly fishing blogs created and led the party.

Meanwhile, “traditional” media — and much of the industry at large — wouldn’t (or couldn’t) do much of anything.

It’s tight-knit industry — one that’s largely used to escaping any kind of organized criticism — and it’s hard not to suggest those days may be in the past, especially with the proliferation of non-industry-tied blogs.

And a quick glance at the recent Montana Stream Access issue — where several Montana blogs provided their own original reporting in addition to references to local news outlets — suggests blogs are playing a larger role than before on the environmental front, where I’ve long suggested few magazines have pulled their weight.

See you online, Tom Chandler

The Friday Fly Fishing Industry Follies (or, Stuff We Didn’t Post Before)

October 1, 2010, by 21 comments

Oddly, the fly fishing industry didn’t grind to a halt while I was fly fishing in Montana (a pretty clear example of poor judgment), but time passes, another grain of sand falls, and because the fly fishing industry could frankly use the help, we’re giving you the Underground’s unique take on the Fly Fishing World in:

The Friday Fly Fishing Industry Follies

One Small Step for Blogging, One Giant Step For….

While I was battling the wind in Montana, Orvis quietly launched their OrvisNews.com group blog/media site.

Some laughed when I predicted that Orvis would continue to kick marketing sand in the face of the rest of the industry, but if you’re still laughing, do this: Visit the newly remodeled Orvis corporate/ecommerce site, poke around their podcasts, fishing reports, conservation pages, social media and (now) their blog.

Then go visit the websites of the other top fly rod manufacturers.

Tell me which group represents 1999-era online marketing technology, and which offers something a bit more current.

No hurry. Take your time.

We’ll wait here for you to return.

[waiting... waiting...]

Meanwhile, We See Two Radically Different Takes On The IFTD Trade Show

The IFTD trade show in Denver has come and gone, and as the flurry of gear stories dies down, the larger questions about AFFTA, the trade show and the industry remain – especially given the radically different take on the show offered by two industry blogs: Angling Trade and Wicked Outdoorsy.

Kirk Deeter of Angling Trade takes a decidedly glass half full look at the IFTD show, which he admits is one of the smallest in recent memory:

As with so much in fly fishing, managing expectations is the name of the game. And I think part of the good feelings after IFTD stem from many people having exceptionally low expectations going in. In truth, it was indeed a smaller trade show, at least compared to the past. It had lighter attendance. I talked to the reps who had 12 dealer appointments last year, and this year only had five. But I also talked to dealers who said the Far Bank business they wrote at the show was enough to justify their travel expense. I talked to manufacturers who opened new accounts throughout the country in the past few days. I talked to dealers from around the country who were energized about the prospect of regional and national “retailers associations.”

The general perception I walked away with, was that the show was smaller in scale, but larger in “mojo.” There was more action. There were also many innovative new products unveiled.

Meanwhile, the Wicked Outdoorsy blog was decidedly less enthusiastic about the IFTD Show:

Last week, two trade shows went down in two different places, spotlighting two different markets heading two different directions. The IFTD fly fishing show (where I was) brought a record low turnout for an industry trying to rally itself to the sleepy downtown scene of Denver. Though “optimism reigned” and “the quality of conversation exceeded the quantity of attendees”, the aisles were pretty much full of carpet, and not much else. The fly fishing industry is battling to remain an industry — that is, to not be sucked into the world of conventional fishing (ie, spin fishing) — and is doing just about everything they can to remain pure, even if that means isolating themselves in a smaller and smaller ivory tower.

Later, he says:

But it is to say that the concept of a trade show for fly fishing is, and should be, on the chopping block. If a show isn’t going to be supported by the bulk of retailers, or by the bulk of exhibitors, then it’s just. Not. Worth. It.

Reading the two posts side-by-side offers a shortcourse in alien perspective (e.g. “more innovation” vs “less” innovation); one’s written for a fishing industry trade blog/magazine while the other writer works across multiple outdoor industries (including several that are far, far bigger than fly fishing).

Once the gushing about the show subsides, what’s left is the real question; is it relevant, or a waste of time?

Consolidation, Thy Name Is….

Ross Reels has been acquired by corporate giant 3M, and while we’re saddened to report the press release reads like it was written by a PR drone (“The combination of the well-recognized Ross Reels brand products with 3M’s Scientific Anglers branded fly fishing lines, reels, rods and accessories will allow 3M to better serve consumers and retailers…zzz…zzz…zzz”), the news might excite the Ross Fanboys in our readership.

(Industry Trivia Quiz: The Ross Reel Company was founded only an hour away from TU/Man Cave World Headquarters….True/False?)

Still, no fan of the Phillipson Fly Rod Company has yet forgiven 3M for buying Bill Phillipson’s crowning achievement, then immediately shutting the company down, forever choking off our supply of affordable impregnated bamboo fly rods (and the best glass rods of the era [sniff, sniff]).

Sure, four decades is a long time to hold a grudge, but the Underground’s blood runs heavy with Scottish & Irish genes; we never forget, and don’t get mad so much as get even.

You better watch your ass, 3M. We’re watching you.

See you outside the industry, Tom Chandler.

The Top Five “Perfect” Ideas For Growing Fly Fishing Among Urban Dwellers

September 6, 2010, by 27 comments

In honor of the upcoming IFTD show (which AFFTA features in its now-daily emails), the Underground has again taken it upon itself to single-handedly offer its can’t-miss ideas for growing fly fishing among hip, urban populations. (Believe me, these will outperform any combination of free casting clinics.)

Behold, Undergrounders, and be prepared to weep as did Einstein when he first beheld relativity:

The Five Best Ways to Grow Fly Fishing Among Urban Populations:

5. Create series of “Vegan Hunting & Fly Fishing Clubs” in big cities

4. Equip all drift boats with wi-fi and iPhone charging stations

3. Valet Parking on major rivers

2. Rename Madison River to “Studio 54″

1. Run shuttle buses from downtown areas to “Fly Fishing 101″ classes on rivers, but tell passengers they’re going to Starbucks for free coffee

As always, feel free to add your own in the comments section – or simply begin worshipping me openly.

See you in metropolis, Tom Chandler.

Orvis Says Tired of Waiting for AFFTA to Grow Sport, Offers Free Fly Fishing Classes

June 24, 2010, by 35 comments

That Orvis would offer free fly fishing classes isn’t exactly a shocker; more anglers equals more gear flowing through the warehouse (which equals bigger bonuses).

It’s a simple equation.

That said, what is interesting is an email comment offered by Orvis Grand Marketing Poobah Tom Rosenbauer:

“I’ve been worried about the lack of growth in the fly-fishing industry for a long time and have grown tired of waiting for our trade association to do something meaningful about it. We’ve decided to partner with TU to give free fly fishing lessons for novices every Saturday in July this summer.”

Ouch.

The relationship between Orvis and AFFTA is largely open to interpretation; insiders have suggested the Orvis presence at prior AFFTA trade shows was more courtesy than necessity, and they barely made an appearance at last year’s show.

Stay tuned for more exciting industry gossip.

For now, here’s the Orvis Press Release:

SUNDERLAND, Vermont (June 9, 2010) — Orvis and Trout Unlimited are partnering to offer a new industry event to introduce new fly fishers to the sport of fly fishing – Fly Fishing 101. Never before has there been such an organized effort across so many locations to give new fly fishers a chance to learn the great sport of fly fishing free of cost. “Newcomers to fly fishing are often intimidated with casting and other elements of getting started in the sport. The Fly Fishing 101 event will help participants learn fly fishing basics in an easy, non-threatening way,” said Tory Myler, Orvis Retail and Wholesale Marketing Manager.

Every Saturday in July 2010 from 9AM-12PM, participating Orvis stores and dealers will offer free fly casting classes and free classes on rigging a fly rod and reel outfit. Upon completion of the courses, every participant will receive a $15 Orvis savings card and a certificate for a free membership to Trout Unlimited – a $35 value. Volunteers from Trout Unlimited will be on hand at select locations to aid with the instruction. “Fly fishers are a significant part of Trout Unlimited’s membership because of our mission to protect, conserve and restore coldwater fisheries and their watersheds in North America. Our volunteers are excited to help newcomers learn and enjoy the sport of fly fishing,” said Christopher Anderson, Trout Unlimited.

Growing the sport of fly fishing is a concept wholly embraced by the fly fishing industry, but anglers don’t always evidence support for the idea.  I can see the utility of more humans lined up behind the concept of clean water, but I do find myself hoping any industry growth occurs on big waters and not small streams, where ‘two’ is definitely a crowd.

With AFFTA seemingly focused largely on its own survival as of late), the Underground has to ask:

What would the Undergrounders do to grow the sport (assuming you actually want the sport to grow)?

Fishing Industry Suffers 10% Downturn in 2009; Did Fly Fishing Perform Even More Poorly?

May 11, 2010, by 9 comments

In what has been a hard year for most of the outdoor gear industry, 2009 fishing industry gear sales fell a painful 10%, and frankly, you have to figure the fly fishing industry’s numbers might be a little worse.

The numbers were reported by the National Sporting Goods Association in an SNEWS article:

Among equipment categories with sales of more than $1 billion in 2009, hunting & firearms showed the greatest percentage increase. Sales of hunting & firearms equipment rose 14% to $5.2 billion from $4.5 billion in 2008.

By only a few million dollars, exercise equipment remained the largest individual equipment category surveyed by NSGA. Sales of exercise equipment decreased 2% to $5.2 billion.

Among other equipment categories with sales of more than $1 billion, only sports optics and camping showed increases. Sports optics rose 4%, to $1.07 billion. Camping equipment sales grew 2%, from $1.46 billion in 2008 to $1.5 billion in 2009.

In other $1 billion-plus sales categories, golf equipment and fishing tackle experienced double-digit declines. Golf equipment sales fell 19% to $2.84 billion. Fishing tackle fell 10% to $1.9 billion.

Were it not for a 14% increase in the firearms industry (growth which seems to be disappearing in 2010), the outdoor industry as a whole would have suffered a bigger drop than the 3% reported.

With new fly fishermen not exactly streaming into the sport, and every fly fishermen already the proud owner of a couple dozen fly rods, guessing at bigger drops in fly fishing’s industry pie isn’t exactly a stretch.

And you have to wonder how the high-end (and high-margin) products like fly rods and reels performed. (Any guesses from the Undergrounders?)

The Good News?

In the past, I’ve criticized the American Fly Fishing Tackle Association (AFFTA) for its lack of transparency and deeply flawed decision-making process.

Yet – in the interest of giving credit where it’s due – the “new” AFFTA seems focused on communicating better (note the news feed on the site, and the AFFTA email newsletter is packed with info).

While I’m less interested than most in seeing hordes of new fly fishermen clogging the rivers, an industry less focused on catfights and more focused on issues of sustainability, legislative issues and youth recruitment can only be a positive.

The Friday Digest of Stuff You Need to Know (Sorta)

January 15, 2010, by 3 comments

Normally, the Fridays before a three-day weekend are sleepy affairs at the Underground due to cratering traffic, but over the last week, I’ve been inundated with requests to “get the word out” about a couple of items, and because I’d rather be outside playing instead of here typing, the Undergrounders are getting all these in one, big list.

Enjoy.

Just Thinkin’ About the Weather

California’s in the grip of a three year drought, though all that *could* change over the next 2-3 weeks – and in catastrophic fashion.

A 200+ mph El Nino jet stream is aimed squarely at the coast of the state, and we’re expecting a potentially disastrous situation: a big, cold, snow-laden storm followed by a big, warmer, wetter storm.

Something similar happened at the end of 1996, and half the state disappeared underwater. Those that fish the Upper Sac at its mostly serene 200cfs – 350cfs will be shocked to know that flows handily exceeded 100,000 cfs on Jan 1, 1997.

We could be looking at something similar.

At Trout Underground/Man Cave World Headquarters – which is now entirely snow free (an astonishing thing at this point in the winter) – we’re trying to batten down the hatches a bit.

More on Harriman Ranch

The storm of controversy brewing over Idaho Governor Butch Otter’s plans to de-fund the Idaho Parks Department (handing the state parks to an agency without a recreation/access mandate) has escalated to the point where it’s officially OK to call it a “shitstorm.”

We couldn’t be happier.

The Henry’s Fork Lodge has posted a note on their Web site urging anglers to send emails to the governor, and we’re going to echo that with a post of our own next week.

In the meantime, perhaps someone should point out what Governor Butch Otter should have learned from his counterpart in California (Ahhhhnoooold), who learned the hard way. Screw with the state parks, and you’ll be walking funny for the next couple weeks…

The AFFTA Trade Show Wars – Over?

Is the dust finally settling on the AFFTA Trade Show wars? AFFTA’s announced dates for its own IFTA show in September (Denver), Fly Fishing Show owner Chuck Furimsky has cancelled plans for his own dealer show, and the CEO of Far Bank (Sage, Rio and Redington) is circulating a letter in support of the new show:

As part of the debate around the various shows, I think I’ve heard most of, if not all, the reasons for not supporting an industry trade show: the show is at the wrong time, not enough retailers come, not enough manufacturers come, my reps do a great job and thus the show is irrelevant, it’s too expensive, it’s the heart of our season, I don’t like Denver, and on and on. I won’t try to contest all these arguments in this letter. Rather, I’d like to give you my pitch for why I think everyone should support the show: It is the only venue in the world where the fly fishing trade gets to come together in one place and at one time to work toward improving an industry and a sport that for most of us provides both our livelihoods and our lifestyles. I am convinced that without a strong show our industry stands little chance of effectively competing against the macro forces working against our businesses – things like kids not being exposed to the outdoors, the closing of public access to fishable waters, and aquatic nuisance species to name just a few.

In addition, it appears new hire – and trade show czar – Randi Swisher is being groomed to run AFFTA. Current AFFTA Director Gary Berlin is becoming an operations manager, and it appears he’s going to eventually step aside.

World Trout Coughs Up $$

An email from the folks at the World Trout Initiative wanted it known they just threw down $75,000 for eight conservation projects:

Ventura, CA (January 12, 2010) Patagonia, Inc, the outdoor gear and technical apparel company announced today their World Trout initiative has issued eight grants totaling $75,000 to global grassroots groups whose diverse efforts to protect and enhance fish and their habitat around the world exemplify the philosophy of World Trout.

Grant recipients include the Wild Salmon Center at $10,00 for their Koppi River Salmon Diversity project; Pacific Rivers Council at $8,000 for their Umpqua River Legacy Program; Truckee River Watershed Council, who’s efforts on Lahontan Cutthroat Trout Restoration received $15,000; Takshanuk Watershed council was allocated $10,000 for completion of their water rights reservations initiatives; Bahamian-based Friends of the Environment was the recipient of $8,000 for their sustainable crawfish campaign, Henry’s Fork Foundation’s film, Watershed, which is about impressive hands-on projects completed over the past 25 years, was allotted $3,000 to help distribute this informative film to anglers and other grassroots groups in the hopes these efforts can be replicated; Bonefish and Tarpon Trust’s research on critical tarpon habitat received $15,000 and Italian group Societa Valsesiana Pescatori Sportivi was sent $8,000 for enhancement of their threatened grayling habitat.

Want to know more about World Trout – or maybe snag a little of their dosh for your project? Click here.

Rhode Island Catch & Release Site

A site (and group) dedicated to seeing more catch & release waters in the state of Rhode Island (there are currently only one) has been formed (it’s a nice looking site too).

Think You’re a Trout Bum?

The phrase “trout bum” has become overused to the point that it’s lost all meaning – especially among those who actually have jobs, or worse – trust funds.

Here’s the story of ski bum who frankly puts everyone else to shame – and how the police are mishandling his situation. It’s not all that pretty…

Toups’ tale is the embodiment of ski bumdom. Since the 1970s, he has bummed at Mammoth in California, Snowbird in Utah, Oregon’s Mount Hood, Aspen Highlands and all the ski areas in Summit County. His home — for nearly a decade — was a Volkswagen Beetle, the passenger seat torn out so he could sleep.

“He had a little tunnel down to it like a snow cave,” said Halsted Morris, a longtime Loveland skier.

The story surrounding his recent arrest is not a pretty one, and suggests a heavy-handed approach by the police. Read it, and tell us what you think.

Enjoy Your Weekend!

Play, have fun. After the wear and tear of the last couple months – a hectic kind of time that’s had its lows right alongside its considerable highs – I may just take the whole weekend off from the Underground.

See you on the (swollen) river, Tom Chandler.

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

December 21, 2009, by 10 comments

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.

Fly Fishing’s Trade Show Death Match Continues – Only Now It’s AFFTA’s Own Partner Sniffing Blood

December 1, 2009, by 30 comments

While the fly fishing industry typically generates all the corporate bloodletting of your average kitten fight, in recent years we’ve been treated to the spectacle of a meltdown in AFFTA’s trade show decision-making process.

With chainsaw death matches so rare in this industry, frankly, it’s been huge fun.

First AFFTA fired a shot across “The Fly Fishing Show” owner Chuck Furimsky’s bow when they went head-to-head with his Denver consumer show.

That worked about as well expected (#fail), and I thought the matter was settled (#fail X2).

For example, the remnants of AFFTA’s failed consumer show combined with the ISE show, and this year, they’re again going to compete directly (on the same weekend) with Furimky’s Denver show.

AFFTA, apparently, are slow learners.

Now it’s become clear AFFTA’s Fly Fishing Retailer (dealer) show is staggering.

Despite sizable amounts of industry cheerleading (and you know who you are), staying awake through the Fly Fishing Retailer show the last three years has generally required large doses of powerful, illegal stimulants.

In fact, for months now, speculation was rife the ailing FFR show would be combined with the sizable Outdoor Retailer show in Salt Lake City, and when the AFFTA Board of Directors voted that idea down, most of us wondered exactly what the hell they had in mind.

Turns out, nothing (at least if we read our press releases correctly).

Adding to the general hilarity, Furimsky clearly hasn’t forgotten the direct assault on his Denver show, and he’s proposing a Florida-based dealer trade show, touting the location’s lower cost.

Now it appears that Nielsen Media – the company that owned and operated the FFR show in the past – may be moving in for the kill.

Simply put, there’s blood in the water, Undergrounders (and we know what that means).

First, AFFTA issued a painfully long-winded press release explaining why they rejected the Outdoor Retailer show option (Warning: powerful stimulants may also be needed to read the following, which sadly includes the phrase “thinking outside the box”):

LOUISVILLE, COLORADO. Since April, 2009, AFFTA has been in discussions with Nielsen Business Media, owner of the FlyFishing Retailer Expo (FFR) to determine how to improve upon future FFR shows. Nielsen shared AFFTA’s desire to improve upon the design and production of future FFR shows.

Thinking outside the box, as the owner of the Outdoor Retailer Show (OR), Nielsen offered to create a “show within a show” by combining FFR with the 2010 Summer OR Show in Salt Lake City. David Loechner, Nielsen Sr. V.P., delivered the “show within a show” proposal to the AFFTA Board at their meeting in September.

According to AFFTA Chairman, Alan Gnann, “When the Outdoor Retailer proposal was first brought to the AFFTA Board’s attention, the Board was interested in the opportunities this combination offered. The thought of having our show within a show the size and caliber of OR was initially felt to be a reasonably good fit.”

Unfortunately, when the AFFTA Board received the final floor space proposal from Nielsen, the total space allocated to the fly fishing industry was grossly insufficient; the separate space to create the “show within a show” concept was not offered nor was space allocated for indoor casting ponds. In addition, many AFFTA members stated that the timing of the OR Show was not a good fit for the fly fishing industry. Therefore, citing these deficiencies, the AFFTA Board of Directors rejected Nielsen’s proposal.

Immediately after the AFFTA Board voted to reject Nielsen’s Outdoor Retailer proposal, AFFTA and Nielsen engaged in good-faith negotiations to allow AFFTA the opportunity to acquire the rights and licenses to the FFR show. Unfortunately, these negotiations were unsuccessful and AFFTA asked Nielsen to either produce a 2010 FFR show or terminate the agreement.

According to Gnann, “Nielsen and their predecessors have been great partners and collaborators for many years. Prior to the downturn in the economy, trade shows nationwide were generally profitable and well attended. However, the current economic climate dictates that AFFTA and Nielsen pursue a different business model. Therefore, as of November 30, 2009, Nielsen released AFFTA from its show production contract. It is now time for AFFTA to move on and determine its next course of action.”

“Since April, the Board of Directors has been working diligently with Nielsen to consider a wide range of options and combinations for FFR,” said AFFTA President Gary Berlin. “Because of confidentiality and non-compete provisions in the Nielsen agreement, the AFFTA Board has been unable to notify the industry of the on-going discussions or issue a press release on the status of the show. Now that AFFTA and Nielsen are no longer contractually obligated, the AFFTA Board is considering multiple options for a 2010 fly fishing industry trade show, including hosting a standalone show or combining with an existing show.”

Berlin promises to keep the fly fishing industry up-to-date on AFFTA’s plans for a 2010 fly fishing industry trade show.

Sure, it’s whiny. Sure, it’s clear AFFTA is lost, and like men everywhere, they’re refusing to stop and ask for directions.

And yes, am I the only person in the whole industry amused by the thought that AFFTA will keep us “up-to-date” on their plans for next year’s trade show?

(AFFTA is to fly fishing bloggers what Dan Quayle was to comedians – a dependable source of material.)

Blood in the Water, Fins On The Surface

Meanwhile, Furimsky’s dealer show is still on the table.

And yes – based on an email received from Outdoor Retailer’s PR agency – we can now plainly see a shark’s fin (a rare Nielsen’s shark) as it knifes through the water, heading directly for AFFTA’s leaking, dangerously overloaded lifeboat.

First, SOAR Communication’s Maura Lansford opens fire with:

In the letter, Haroutunian invites members of the fly fishing industry to join Outdoor Retailer Summer Market in 2010, as the FlyFishing Retailer Show will no longer take place in its current format. The conclusion that the fly fishing industry cannot sustain a stand-alone event in the current marketplace follows months of discussions with members of the fly fishing industry.

As part of its Summer Market event, Outdoor Retailer has offered to provide a new venue and demo experience for FlyFishing Retailer participants, along with an opportunity to grow the fly fishing category into other segments in the outdoor recreation market.

The in the press release portion of the email, former FFR show director (and current Outdoor Retailer show director) Kenji Haroutunian lights ‘em up with:

Fly Fishing Industry and Outdoor Retailer to Join Forces in 2010
From our 30 years of experience producing scores of specialty-sports tradeshows including 11 years producing FlyFishing Retailer, it is clear that the fly fishing marketplace will be better served now and in the future by expanding its reach to include the overall outdoor specialty marketplace. We are convinced that the best opportunity to grow as a market, and build on the core strength inherent in the fly fishing market, is to be connected to a larger collection of relevant businesses at Outdoor Retailer. Therefore, the entire fly fishing industry is invited to join Outdoor Retailer Summer Market Trade Show in 2010 as the FlyFishing Retailer Trade Expo will no longer be held in Denver

A Winning Opportunity
More than 25 percent of FlyFishing Retailer companies already exhibit at Outdoor Retailer, and those that haven’t are now invited to participate in the Outdoor Retailer Summer Market 2010 Trade Show. For more than 27 years Outdoor Retailer has provided a specialty wholesale watersports culture that thrives on a national and international level. At OR, consistently more than 20,000 professional participants advance the sales process not only in their own category but across multiple lifestyle segments within the overall specialty outdoor market. Please visit www.outdoorretailer.com now for more information about participating in Outdoor Retailer Summer Market.

Ahh, my Undergrounders – it’s the classic “boy meets girl, boy loses girl” love story. Only with trade shows. (See how we make this stuff clear for you?)

First Nielsen sends AFFTA on its merry way, then circles back and does the trade show equivalent of hitting on the attractive women in the group, suggesting they come over to Nielsen’s place for margaritas and chips while leaving their useless, beer-swilling, farting boyfriends behind.

Given AFFTA’s track record, I’d book a flight for Salt Lake City.

***UPDATE: Angling Trade (industry blog) says AFFTA sources have said there will be an “AFFTA-endorsed trade show sometime in 2010.”

That’s not the same as saying it will be standalone fly fishing show, though you’d assume that would be AFFTA’s goal.

The site also revealed AFFTA revenues and attendance figures from the last few years of FFR:

According to sources, gross income for the 2009 event was somewhere @ $460,000, in 2007, gross income was over $700,000… exhibitor numbers went from 234 in 2007 to 146 in 2009

Note that these are “gross” numbers – not net. It’s not clear to us if Nielsen was losing money on the show, but a 1/3 decline in exhibitors speaks volumes about the shows viability in its current state.

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

October 23, 2009, by 26 comments

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.

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

January 6, 2009, by 18 comments

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