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April 2017 • $5.95
Women
in
Fishing
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April 2017 See More
Content
Listings on
Page 8
Border
Adjustment Tax
What’s Inside…
Page 34
Threats and opportunities. Those two things have as much to do
with modern business as any others, and one of our jobs at Fishing
Boating Accessories Tackle Retailer is to keep you apprised of both. In this issue, we
Page 38 address a potential threat on the horizon—a border adjustment tax
that could change the way American manufacturers do business.
Attorney and outdoor writer Mike Dudek looks at the issue and
tells us how it could affect all of us—both upstream and downstream
of the import process.
On the opportunity side, it’s almost certain that women and girls
represent a smaller percentage of your clientele than you’d like. If
we’re to grow as an industry, we need to find ways to increase
Fly Fishing female participation. How does that happen? We don’t have all the
Page 42 answers, but we do have some valuable insights into the goal and
some fascinating looks at women who have found prominent
places in the sportfishing industry.
Beyond that, this issue has that mix of news, views and new
products that will help you navigate the ever-changing tackle
industry.
Dig in and keep up!
Retailer Profile
Page 51
www.fishingtackleretailer.com THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY • FTR 7
COLUMNS
14 Editor’s Desk—By Ken Duke
The Other Half
April 2017 • Vol. 38, No. 3 FEATURES 16 Get the ‘Net—By Joe Sills
Gender Bias and the Fishing Industry
Border Adjustment Tax 34 18 Business Sense—By Robbie Brown
By Mike Dudek Ignoring 50%
Outfit Their Boats 38 19 Guest—By Aledia Tush
By Thurmond Holmes The Most Unlikely Tackle Shop Owner
What’s New in Fly Fishing 42 20 Facts and Trends—By Cody Larrimore
By Roy L. Wolfe The Fly Fishing Market
Bait ’Em Up 46 21 FYI—By Rob Southwick
By Cleve Grover New Housing Construction
Around the Industry 48
Retailer Profile: Dutchman Creek 51
MISSION STATEMENT—FTR is a business-to-business publication serving fishing tackle retailers,
wholesalers and manufacturers in the United States for 35 years. We are the acknowledged voice
of the sportfishing industry.
By Shannon Farlow Verified by circulation audit, FTR is received and read by at least 95% of all retail and wholesale
buyers of fishing equipment in the country. Over 12,000 independently owned tackle stores and
approximately 20,000 affiliated chain outlets rely on FTR to keep them current on the industry.
Products in the Marketplace 54 Editorially, FTR is tightly focused on topics that help retail store owners and their sales associates
make informed decisions, resulting in selling more fishing equipment to anglers. Regular topics
What’s Hot Where 72
include market data and trends, new product information, sales training, marketing, merchandising,
and business operations.
What differentiates FTR is its unwavering commitment to the needs of sales associates at retail
By Polly Dean outlets, for they are the only daily, face-to-face contact with the huge army of anglers that number
in the tens of millions.
FTR proudly serves as the “Hotline to the Pipeline” for the sportfishing industry.
DEPARTMENTS Fishing Tackle Retailer, ISSN 8750-1287, is published in January/February, March, April, May/June,
July, September/October, and November/December by FTR Media LLC, 42 S. Washington Ave.,
Second Floor, Brownsville, TN 38012
ASA Spotlight 12 Subscriptions free to qualified retailers, wholesalers and other sellers of fishing tackle and
related sportfishing equipment. $85 annually for foreign subscriptions; $5.95 for a single copy.
FTR Profile 22 To subscribe go to fishingtackleretailer.com and click Subscribe. For customer service, call
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Tackle Reports 23 POSTMASTER: Send address changes to FTR Media LLC., Fishing Tackle Retailer, 42 S Washington
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Reader Service Index 31
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8 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.com
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Publishers: Brian Thurston, Carlton Veirs
Managing Editor: Ken Duke
Assistant Editor: Polly Dean
Digital Editor: Joe Sills
Senior Consultant: Clem Dippel
Columnists: Robbie Brown, Rob Southwick
Circulation: FTR Media, LLC.
Circulation Manager: Zoe Faught,
circulation@fishingtackleretailer.com
Art Director: Craig Robinson
Production Manager: Michael Osburn
Advertising Sales: OMNI Group
2201 SW 152nd Street, Suite 3
Burien, WA 98166
Phone: 206-281-1977, Fax: 206-281-8530
Gary Arnold, 760-567-2880
Email: gary@fishingtackleretailer.com
Trisha Schulz, 206-419-2630
Email: trisha@fishingtackleretailer.com
Brian Thurston, 206-281-1977
Email: brian@fishingtackleretailer.com
Clem Dippel, 715-543-8427
Email: clem@fishingtackleretailer.com
FTR Media, LLC President: Brian Thurston
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Address Letters To The Editor: Ken Duke,
239 Henley Circle, Davenport, FL 33896
Email: ken@fishingtackleretailer.com
Customer Service Email:
Email: trisha@fishingtackleretailer.com
Fishing Tackle Retailer is published seven times
per year by FTR Media, LLC.
Fishing Tackle Retailer is a registered trademark
of FTR Media, LLC.
Copyright 2017 FTR Media, LLC.
All rights reserved.
Member American
Sportfishing Association
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12 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.com
Editor’s Desk
By Ken Duke
The Other Half
T his issue of Fishing Tackle Retailer has a license, never be our customers. Finally, Liz asked me to search “fishing,” and
theme—women in fishing. It’s one that gets occa- From a market perspective, we need women apart from the occasional bikini-clad young woman
sional “lip service,” and ultimately that’s all we’re anglers because they represent a largely untapped there were hardly any females at all. In fact,
offering here…unless this issue inspires you to reservoir of consumers that could give us the judging from Google images, fishing isn’t much of
mobilize and find ways to get more women and balance sheet we all want…if we can get them on a family sport.
girls interested in our sport. board, into the store and onto the water. I’m betting Liz’s point was that people—and perhaps most
Of course, it won’t be easy. If it was we wouldn’t that no retailer reading this now has women as a particularly, women—want to see themselves
be talking about it, and this issue would be about majority of his or her customers. And since women reflected in the activities that they choose. And
something else. represent 50.8 percent of all Americans, it means who can argue with that?
Part of the problem—maybe the biggest part— we’re losing an important battle. If you’re like me—a fat, bald, middle-aged guy
is cultural. We tend to direct young boys to sports How do we win that battle? I’m sorry to say I (sort of a modern-day Adonis, really)—fishing looks
and the outdoors and young women to arts and don’t know, but we can be sure it requires a radi- very friendly. There are a lot of “us.” We speak the
the indoors. Maybe there’s nothing “wrong” with cally different game plan than anything we’re same language, like the same things, eat at the
that. Intellectually, I realize that learning to dance doing now. What we’re doing now is not working. same barbecue joints and take the same high
or play the piano can be just as rewarding as I recently had a conversation with Liz Ogilvie, blood pressure medications.
fishing or hunting. What we’re really getting at Chief Marketing Officer for the American But if you’re a young girl or a woman and are
here is not so much a change on moral or ethical Sportfishing Association and Director of Keep not planning to use fishing as a platform for exhi-
grounds as for the very practical reasons of preserv- America Fishing. She was the impetus behind the bitionism, fishing probably doesn’t look like it’s
ing our lifestyle and industry. My motives—and theme for this issue and asked me to search “for you.”
yours—can be selfish without being bad. Google images to make her point. That’s not just a shame. It’s a problem we need
From a mercenary perspective, we need women First she had me search “canoeing.” There I saw to fix if we want to grow the sport and make a
anglers (or at least women who respect fishing) men and women, boys and girls and families all living.
because women will be the primary caregivers to out on the water in canoes. What are you doing to make fishing more
the next generation of anglers—male and female. Then she asked me to search “camping.” Lots of appealing to women in your area? Are you support-
If “Mom” doesn’t like fishing, thinks it’s disgusting tents, men, women and families sitting around ing any women’s groups, offering to teach a course
or immoral or too much trouble, then her children campfires roasting marshmallows on sticks. on fishing or to take a group of women fishing? Are
will probably never try the sport, never buy a After that it was “archery,” an industry that’s you donating any gear to the local Girl Scout troop?
seen an unanticipated boom since “The Hunger Are you offering to teach fishing to the children of
Games” and “Walking Dead” hit theaters and tele- single mothers who can’t do it themselves? Do you
vision. It seemed that most of the photos showed have any women on staff so that female customers
women and girls. I bet that’s quite a turnaround can “see themselves” in your store? Do you have
from a decade ago. any prominent photos of female anglers posted
After “archery,” I searched “rock climbing.” Lots where everyone can see them?
of women in those images, doing dangerous stuff If you don’t do it, who will?
I would never even consider. The future’s pretty bleak if we continue to
Then “mountain biking.” Ditto. ignore half the market.n
I’m betting that no retailer reading this now has
women as a majority of his or her customers. And
since women represent 50.8 percent of all
Americans, it means we’re losing an important battle.
14 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.comCIRCLE NUMBER 016 ON READER SERVICE CARD
Get the ‘Net
By Joe Sills (@joesills), Digital Editor
Does Gender Bias Affect the
Fishing Industry?
P hotoshop! That’s what some fishermen to be women. But do women’s rights issues affect Sometimes, they’re doubted. Other times, they’re
screamed when a photo of Brianna Herman hold- the world of fishing? As a man, it’s hard to say. I underserved—especially when it comes to apparel.
ing a monster Tennessee musky appeared on the haven’t walked in those shoes. But one thing I do “I have pictures of me suffering in the
Midwest Outdoors Facebook page earlier this year. see on a perpetual basis is gender bias facing Everglades under the summer sun,” adds outdoor
But the doubters—almost all of them male—were female anglers. writer Dena Vick. “If you go into a sporting goods
soon silenced. Herman, who owns and operates Katie Pacevich is a 2016 University of Florida shop or a big tackle store like Cabela’s or Bass Pro,
custom musky gear manufacturer Musky graduate, and like Brianna Herman, she’s a you probably won’t find the clothing you need
Huntress, is no amateur. serious angler. Far from musky country, she can unless it’s pink. In rain gear, I have to wear a
A throng of supporters came out to support be found plying the waters of the Sunshine State’s men’s small, because most companies don’t make
Herman’s photo, including guide Mike Hulbert, Lake Washington in search of bass or the Indian a women’s size, and if they do it costs twice what
who took the shot on a cell phone. Comments River Lagoon on the hunt for snook, redfish, snap- the men’s version does. If I want waders that fit,
shifted from, “Photoshop!” and “Where are her per, trout and tarpon. “Pretty much anything that I have to spend $400, whereas the men’s version
hands?” to “Great fish!” and “Sweet!” But one line bites,” she says. “But my favorite fish to catch are is $200.”
loomed above them all: “And this is why women largemouth bass, because you really have to target Imagine catching a serious fish wearing a
anglers have a hard time getting any respect. It’s them more so than saltwater species.” woman’s swimsuit and you can see the issue:
not Photoshopped. She has been in Musky Hunter Pacevich estimates that she visits a local tackle sunburns, cuts, blood. Though men often take
Magazine and catches large fish all of the time.” store about twice per week, citing a Pflueger reel limitless apparel options for granted, women don’t
Despite great strides since the ratification of the and Hurricane Calico Jack rod as her favorite on- have the same luxury. “If you go to Bass Pro Shops
19th amendment in 1920, women’s rights remain the-water combo. For her, low maintenance and on your lunch break,” Vick says, “you’ll see the
a hot-button issue in mainstream American durability are key to gear selection, and she says women’s section is full of yoga pants.”
culture. Nearly 100 years after women gained the she’s had great luck with both. That, in turn, gives Pacevich’s Instagram (@katiep0913) is full of
right to vote, women’s rights groups are still fight- her more time to fish. If you ask her about fishing, speckled tails and bucketmouths posing in front of
ing for equal pay, worker’s rights (many people Pacevich will rattle off quotes about the mystery a wide smile, often clothed in jeans and a T-shirt.
still don’t receive maternity leave, and some of the water, about “being the bait” and visualizing Likewise, Herman can be found in aluminum
groups say the end goal is for men to also receive where fish will be based on the weather conditions. boats in everyday clothing, continuing her musky
time off after a birth in the family), and an end to She’ll tell you about the thrill of hooking a fish and hunt weekly.
domestic violence. waiting to see it jump, and she’ll tell you that she So does gender bias affect the fishing industry?
That’s the big picture. It’s an issue that affects only uses artificial baits because they present I still haven’t walked in those shoes. The big issues
many FTR readers, many of whom are dedicated more of a challenge. on Capitol Hill seem far removed from the lake,
business owners and operators that just happen Her rhetoric sounds eerily familiar: these are but if you scan the Internet you’ll see an army of
the same lines I hear from Bassmaster Elite Series lady anglers who live and breathe for the sport.
and FLW pros. You’ll see a legion of doubters hot on their tails
And that’s the issue here. For every girl who’s (and supporters, probably in their inboxes). You’ll
building an Instagram brand by posting barely- see catches that men would kill for, but you prob-
there bikini shots with a rod and reel, there are ably won’t see female anglers wearing the same
hundreds or thousands of other women who rely performance fishing clothing that men do.
chiefly on angling prowess to define their style. Make of that what you will.n
“In rain gear, I have to wear a men’s small, because
most companies don’t make a women’s size, and if
they do it costs twice what the men’s version does...”
—Dena Vick
16 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.comCIRCLE NUMBER 007 ON READER SERVICE CARD
Business Sense
By Robbie Brown
Can You Afford to Ignore 50%
of the Population?
In some respects, you might be eating the peel and throwing
away the banana. Huh?
T he name of the game is “sales,” which is the the female population fish, hunt and/or wildlife bonus, wives, mothers, aunts and children will
first pillar of profits. Weak sales beget weak prof- watch, their sales potential for wildlife activities purchase gifts for the men in their lives.
its. That said, why do so many tackle/sporting exceeds $39 billion dollars annually. So how do you begin to capture this female
goods retailers largely ignore 50 percent of the Can you afford to ignore this sizeable consumer market? First off, get rid of your inertia. Make a
population, a.k.a. the female market? group? change…a significant change. The starting point
Roughly speaking, 27 percent of U.S. anglers But we are still missing the mark. The female is an analysis of your current floor plan and space
are female. Woman anglers are enthusiastic and market is much larger than the annual $39 billion allocation inclusive of a sales-per-square-foot
enjoy fly fishing, ocean fishing and freshwater referenced above. The female shopper loves to perspective of what you sell in your store relative
angling. As a group, they are excellent consumers shop and will purchase apparel, accessories, to the square footage used.
who like to be well-equipped with fishing gear, footwear, equipment, gifts or whatever, provided Second, you will need a store renovation, inclu-
apparel and all forms of accessories. it is in your store to be had. sive of the bathrooms, such that it is much more
So many fishing/sporting goods retailers view Just like in the 1989 movie “Field of Dreams,” female friendly. If your store looks like a men’s
fishing as strictly a man’s sport with minimal remember the words “If you build it, they will locker room and has few female touches or product
female participation. In fact, men tend to be mini- come.” If you devote space, merchandising, staff offerings, then you are missing the boat.
malists. Just give them a boat, rod and reel, and product for the female market, they will Hire a ladies’ apparel and accessory buyer who
sunglasses and something to eat and they’re happy. come…and they will buy! Women are wonderful will double as a sales person. Add new vendors
Women are much better consumers; they will consumers of anything that stimulates their inter- and products. Take input from your staff and visit
purchase the equipment, the matching apparel, a ests, and they will make that purchase wherever your competitors. Find out what is selling. Discuss
bucket load of accessories and backups for all they find it. your plans with your current vendors. (FYI: the
the above. The above suggests a huge pool of potential ladies apparel vendors have better margins along
According to the United States Fish and Wildlife sales and profits, provided the retailer is astute with markdown money, and the vendors love to
Service in a 2011 report, the U.S. population spent enough to stock the appropriate array of merchan- work with innovative retailers.)
$145 billion on wildlife activities (hunting, fishing dise and to market those goods to the female In the female market, think in terms of a 90-
and wildlife watching). Note that children were consumer. It’s not like stocking sinkers. That day in and out strategy. If you bring in spring
excluded from this report. If roughly 27 percent of which is intended for the female market must be goods, be willing to take markdowns after sixty
inviting, fresh, attractive, practical and relevant days or earlier if it’s not selling. Do a lot of testing
to the lifestyle of the consumers. and experimentation.
While men are okay with the same trousers or And of course, do a lot of advertising, social
shoes for years at a time, women are often more media, coupons, point-of-sale promotions, etc. Train
conscious of that which is new, stylish, good look- your staff and make them a part of the renovation.
ing and fitting. Accessorizing is important. In Consider starting a women’s advisory board.
addition, the female market is very sensitive to If you can mutate from strictly a “guy’s store”
the markdown, and thus it is quite easy to flush to an outdoor store for men and women, then all
out slow-moving or seasonal goods. As an added parties are winners, and the register will ring!n
It’s not like stocking sinkers. That which is intended
for the female market must be inviting, fresh,
attractive, practical and relevant to the lifestyle of
the consumers.
18 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.comGuest Column
By Aledia Tush
The Most Unlikely
Tackle Shop Owner
I nvesting in a bait and tackle shop is a pretty that, but if I didn’t expand my product offering, I I pushed myself to get involved with the industry
unconventional wedding present to give your don’t think I’d have made it. I had to broaden my on a national scale. Serving on the board of direc-
daughter, but my father didn’t see it that way. I view of who my customers could be and what they tors of the American Sportfishing Association is
was one year out of college and working in a bank would purchase from me. one of my greatest accomplishments. As a small
in Louisville, Kentucky. On the last day of a family We’re located a few blocks from Siesta Beach business owner, to know that I could represent the
vacation in Sarasota, Florida, he dragged me off (currently ranked as the “5th Best Beach in the independent retailer alongside some of the biggest
the beach—a bit unwillingly—to look at a busi- World” by TripAdvisor), and I realized we could companies in recreational fishing is not only an
ness that was for sale, Mr. CB’s Bait and Tackle. attract seasonal tourists by carrying beach cloth- honor, but it has expanded my perspective.
Along with selling bait, tackle, and CB radios, ing and essentials—sunscreen, beach towels, I decided to be more than just a store. By creat-
they had boat and bike rentals. Not exactly every sunglasses. The tackle business by itself is differ- ing experiences for my customers, I lure them
girl’s dream, but my husband and I took on the ent from the clothing. It all goes together, but it’s back in more regularly. In the ’90s, we earned an
challenge together. At the very least, I was excited different. Women come in for bait and buy a dress. Orvis endorsement for our new fly fishing outfit-
to be moving to the beach. People will get a compliment on something they’re ting services. But we could do more than just sell
After eight years, my husband decided to wearing at the beach or around town and say, “I fly fishing trips and gear—we could cultivate new
change to a different business, and that left me got it at the bait store.” fly anglers. We started fly fishing classes and
with a difficult decision—sell or forge ahead and “What’s next?” That’s the question I’m always seminars, brought in fly tiers and are now hosting
run CB’s on my own. I never really considered asking. I make the time to attend trade shows to all-women clinics. That side of the business has
myself an angler. My family enjoyed boating. But see what’s new. For the latest in fishing tackle, rapidly grown and made us a destination for a
I loved where I lived, and I loved being a business clothing and accessories, I attend ICAST every wider base of fishermen.
owner, so I decided on the “forge ahead” option and year—and have since the beginning. Now I attend I became an angler...and an avid angler, at that.
devoted myself to making it work. It’s my belief other industry shows such as Surf Expo and I not only learned to fish, I entered tournaments.
that anyone can learn anything, even fishing. Outdoor Retailer. These shows are how I stay I’ve competed in the Sarasota Tarpon Tournament
This year, I’m celebrating 40 years of owner- ahead of trends so I can introduce several hot new for the past 30 years. I’m one of two people to ever
ship, a timespan that has included an expansion items to my customers each season. I prefer to win it three times. And while I don’t get to fish
to two additional properties and rebranding as delight, not disappoint. every day—as all retailers know—my commit-
CB’s Saltwater Outfitters. As I look back, these are It’s better to have four eyes than just two. ment to fishing has taught me the most about how
a few things I think I got right. Networking with other shops to see what’s been to cater to my customers.
Bait and tackle is at our core and I never forgot doing well for them has been quite valuable. And Staying in business is hard. Building it is
harder. You have to love every aspect of it,
or you can’t do it. Forty years ago, I may
have been the most unlikely person to run
a bait and tackle shop, but I already loved
being a business owner. I just needed to
learn to love fishing, too.
Through it all, I keep in mind that it’s
our job to have customers leave with a
smile. We’re not selling screen doors here.
Our industry is about helping people have
a good time. People only have a few days off
a year and we help them enjoy it. When
other people are off, that’s when we’re on.n
Aledia Tush is the Owner/Operator of
CB’s Saltwater Outfitters and serves on
the Board of Directors of the American
Sportfishing Association
www.fishingtackleretailer.com THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY • FTR 19Facts and Trends
By Cody Larrimore, Southwick Associates
The Fly Fishing Market
F ly fishing has become popular within the
U.S. sportfishing market. But whether anglers
choose it for relaxation or the challenge, the sport
provides local retailers with a healthy revenue
stream.
Percent of U.S Fly Fishing
Region Purchasers, 2016
Northeast States............................ 27%
Southeast States.............................22%
South Central States.......................18%
Northern Plains States....................13%
Western States................................10% Of people who reported popular brand choice at 11 percent. The quantity
Great Lake States..............................9% buying FLY FISHING GEAR, of flies purchased at one time is interesting. Over
they purchased: ANNUAL 2016 half (60 percent) of buyers purchased 0-10 at one
Of people who reported buying fishing equip- Flies............................................. 48.7% time; 26 percent purchased 11-25; and 11 percent
ment in 2016, 10 percent purchased fly fishing Fly tying material.........................32.6% purchased 26-50. The average total cost was $10,
tackle and accessories. Who are these fly fishermen? Fly leader.....................................30.7% and purchases were made at local shops 50
Per 2016 data from AnglerSurvey, 32 percent of Fly tippet..................................... 29.2% percent of the time.
these anglers were in the 25- to 34-year-old age Other apparel (shirts, hats, pants,
category, while 47 percent were age 45 and older. sunglasses, etc.)........................ 24.3% Of people who
In addition, 75 percent had a four-year college Fly hooks..................................... 23.1% reported buying FLIES, Annual
degree. Fly boxes or cases.......................20.9% they purchased: 2016
Other AnglerSurvey data show that the most Fly line......................................... 19.4% Freshwater nymphs.....................30.4%
frequently purchased fly fishing items are flies (49 Fly rod......................................... 17.4% Dry flies and poppers................. 26.6%
percent) followed by fly tying material, leaders Fly reel.........................................15.3% Freshwater dry flies..................... 20.3%
and tippets. Fly rod and reel combo................ 9.9% Freshwater streamers/buggers....13.0%
Now let’s take a look at flies, the most commonly Books (on casting, tying, etc.)...... 9.3% Saltwater crabs/shrimp................. 6.7%
purchased fly fishing gear. Freshwater nymphs Fly line backing............................. 8.9% Saltwater baitfish patterns............ 0.4%
are the most frequently purchased type of fly at Floatant......................................... 8.2% Saltwater poppers/bugs............... 0.2%
30 percent. Custom/handmade flies are the most Strike indicators.............................5.7% Other or not sure.......................... 2.4%
Fly fishing sun glove......................4.4%
Tool and vise................................. 3.9% Retailers should note which items are purchased
Fly fishing net................................3.4% most frequently by fly anglers, along with the age
Fly fishing rain jacket.....................3.1% and demographics of those purchasing the gear.
Fly rod case................................... 2.2% For more insights into the market for fly fishing
Fly rod accessories (blanks, restoration and other fishing tackle products, Southwick
material, building components, Associates and its AnglerSurvey service can
guides, etc.).................................2.2% assist. If you have questions, please contact Nancy
Other............................................. 6.7% Bacon at info@southwickassociates.com.n
Retailers should note which items are purchased
most frequently by fly anglers, along with the age
and demographics of those purchasing the gear.
20 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.comFYI
By Rob Southwick
New Housing Construction is Up,
Dangit!
I n recent years, the sportfishing industry has increases in housing starts, logistics and similar
been resilient. During the Great Recession of sectors resulted in decreased fishing participation.
2008-10, our industry fared better than many And what do we see now in the U.S. economy?
others. Economic shock caused many people to Healthy growth rates in these sectors, with new
reconsider their consumption habits and to look house sales reaching levels not seen in 10 years.
for greater value and identify what was really Don’t panic! People still want to fish—and they
important to them. At the same time, many of the will. And they have money. Sales should still see a
national and state-level sportfishing promotion steady climb, and barring any unforeseen weather
efforts started to mature and pay results. As a or human-caused shocks, we’re on track for steady
result, with extra time on their hands and greater growth in the near future. The double-edged sword
encouragement to fish, many people went fishing. for us. of rising interest rates may ease employment
License sales increased after long periods of Now, we all want to see economic prosperity, crunches, allowing more of our core customers
decline. Though not all sectors in our industry especially when we look at our retirement funds, time to fish. Sales of higher-end products should
fared equally well, our industry did better than pension plans, savings and other investments. I’m fare better than other sectors, and boat sales
many other parts of the U.S. economy. in no way calling for slower economic growth. But should start to do better soon, meaning anglers
Now, here we sit, nine years after the start of with all good things come trade-offs. For the will be equipping them with new gear and acces-
the Great Recession. Unemployment is back to sportfishing industry, considering that a large sories. It’s just that we might not see growth rates
normal levels, interest rates are still historically proportion of our customers are in the trades— match those in the more volatile sectors like
low, and reports from the travel and tourism construction, for example—a heated economy housing and luxury products, but when times are
sector show people are heading out in record means opportunity to earn more cash. Overtime tough, this lower volatility is to our advantage.
numbers, spending money and enjoying low fuel hours are offered, and small business owners We can’t control interest rates, housing starts,
prices. With employment at low levels, employers agree to work longer hours and weekends to win workers’ hours and so forth, but we can control
are now starting to pay higher wages to find and the extra business. God bless America! the amount of marketing we do. Whether it’s your
keep good talent. People are using their money to But the extra time spent at work means less own business, or in partnership with state and
buy new cars, build new houses, and this is a good time playing. national marketing efforts like the Recreational
thing…so says common wisdom. But not so much So, as people work more, there’s less time to fish. Boating and Fishing Foundation, be sure to
We saw this prior to the Great Recession when the remind people of the fun they had fishing.
economy was superheated around 2004-06. Low Encourage them to plan ahead, to make fishing
interest and no-questions-asked loans put many, plans before other activities grab their limited free
many people to work. There weren’t enough time. Those who work for more sales will see more
people to fill all the jobs. Fishing tackle sales didn’t sales. If we work together to keep people fishing,
grow as fast as other industries. In the statistics there’s no reason our growth rates can’t match the
models we developed for companies and state housing market. Be smart, employ intelligent
agencies that identified factors driving product business practices and the next several years
and fishing license sales, it was apparent that should bring steady growth. Best of success!n
Don’t panic! People still want to fish—and they will. And
they have money. Sales should still see a steady climb,
and barring any unforeseen weather or human-caused
shocks, we’re on track for steady growth in the near future.
www.fishingtackleretailer.com THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY • FTR 21FTR Profile:
Liz Ogilvie
Chief Marketing Officer,
American Sportfishing Association
L
iz Ogilvie oversees ASA’s initiatives on
the industry growth project “60 in 60,”
which aims to increase annual partici-
pation in recreational fishing from 46 to 60 million
anglers by the end of 2021.
Where are you from?
I grew up in a small West Virginia town on the
Ohio River called Parkersburg. Even though it’s a
river city, fishing wasn’t on my radar until I went
to college in Boston—not because of location, but
because that was the time my mom wanted to
learn to fly fish. For years my dad had been taking
guided float trips down Montana’s epic rivers with
“the boys.” My mom didn’t like being left behind. I
guess this apple didn’t fall too far from the family
tree in that respect.
Charlie heard there was a new employee who of business, it’s not.
What do you love most about fishing? knew how to fly fish—and a young woman, no less. There have been major efforts to bring new
Fishing helps me channel my adventurous Selling people fishing gear, giving advice on people to the sport for years, and they’ve been
spirit into exciting experiences. I like to travel to where and how to fish, and representing such an successful. But the rates at which people don’t
and fish new places all over the world. I meet the iconic brand were things that, in my mind, I had continue after trying it or stop even if they’ve
most wonderful people on the river or at a fish no business doing. I wasn’t a pro—I just liked to go fished for a few seasons is actually higher.
camp. We already know we have something in fishing. Charlie gave me the confidence to realize Combine this drop-out rate with a significant
common—it’s instant camaraderie. I’m forever that my professional experience and skills would decline from an aging core group of participants,
making more friends. translate in a way that would help me stand out and it’s not a sustainable model.
and make me successful. I’ve channeled that The Recreational Boating & Fishing Foundation
Who has been the greatest influence lesson (multiple times over the years) whenever has the lead on a program called “60 in 60” to
in your fishing career? I’ve felt insecure about my place in this industry. create new, lifelong anglers using R3 (recruitment,
I had just moved to the Washington, D.C. area It set me on the path that led me to ASA today. retention and reactivation) strategies. As our
from New York City where I was an event planner industry’s association, it’s important that we align
for major cultural institutions like The What is the biggest challenge we with RBFF and other invested stakeholders and
Metropolitan Museum of Art and Lincoln Center. face as a sport? focus on this issue for our members’ benefit. We
A career change was in order. High stress, late Participation, participation, participation! I are reaching for a big goal, but it’s achievable. We
nights—I was exhausted. While I was taking some can’t say it enough. Every aspect of our industry must succeed.
time to plot out my next steps, I applied for a part- thrives or dies on whether people are fishing…or
time position at the local L.L. Bean. (They have a not. Our participation rate—an annual average of What’s next for you?
terrific employee discount!) That’s when I met 46 million anglers—has remained steady for the I feel like there’s so much that can be done in
Charlie Most, the stalwart of the store’s fly fishing past 10 years. But that’s not a good thing. The our efforts to increase participation, and the talent
department. Charlie had been a World War II majority of involved, avid anglers are at the top of and resources we have within our industry are
correspondent and later an outdoor writer. I was the age bracket and in 20 years they’ll be gone. ripe to be tapped. Momentum keeps building. It’s
slated to work in the travel department until That may sound like a long time, but in the world an exciting time to work in recreational fishing.n
22 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.comTackle Reports
Trump Nominates Gorsuch to SCOTUS appear to be divided on use of the
On Feb. 1, President Donald Trump philosophy from Oxford, Gorsuch is so-called “nuclear option” to change
nominated Judge Neil Gorsuch, 49, young enough that he could carry on Senate rules and confirm Gorsuch
an appellate judge from Colorado, to the Trump legacy long after the presi- with a simple majority. However, some
fill the United States Supreme Court dent leaves office. Senate Democrats believe the
seat left vacant since the unexpected Gorsuch’s confirmation, however, will confirmation is inevitable. In a recent
death of Justice Antonin Scalia almost be hotly contested, with Democrats interview with NY1, Sen. Kirsten
a year ago. stung over the Republicans’ blocking Gillibrand, D-N.Y., conceded that, one
Trump called Gorsuch’s nomination of Obama nominee Merrick Garland. way or another, Republicans will likely
his fulfillment of a promise to voters At press time, Senate Republicans see that Gorsuch is confirmed.
who told him a justice who would
“interpret (the laws) as they are written
was the single most important issue
for them when they voted for me as
president.” Selected from a list of 20
potential judges compiled during the
campaign, Gorsuch’s opinions on
religious liberty and his feelings on
the separation of powers were seen
as key in his selection over Judge
Thomas Hardiman. With an Ivy
League pedigree—Columbia and
Harvard—and a doctorate in legal
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www.fishingtackleretailer.com THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY • FTR 23Tackle Reports
Is Bass Pro Shops/Cabela’s Deal Unraveling? move forward with its purchase of
Amidst review by the Federal Trade Cabela’s until someone takes over
Commission, analysts say Bass Pro Sidney’s in-house bank. Capital One
Shops’ historic $5.5 billion deal to reportedly failed to clear a hurdle
acquire Cabela’s could be falling from the U.S. Office of the Comptroller
apart. The Motley Fool reports that Commission sought more information of the Currency before finalizing the
FTC regulations present significant about the transaction, delaying the deal. A 2016 report by Reuters stated
hurdles for closing the deal, which was potential closing deadline, but the that Citigroup, Bank of America,
announced in October of last year. regulatory request has jeopardized Capital One, Toronto Dominion Bank
“The wheels look like they’re the sale of Cabela’s financial arm to and Synchrony Financial were all
coming off the merger between Bass Capital One.” attempting to secure the Cabela’s
Pro Shops and Cabela’s,” writes the In January, the FTC requested more credit card business; however, it is
Fool’s Rich Duprey. “It appears the time to review a $200 million credit unclear whether any of those parties
hurdles for successfully navigating the card deal between Cabela’s and have renewed interest.
regulatory landscape are more Capital One. That deal, according to Cabela’s stock has dropped from
hazardous than originally believed. Associated Press, fell apart soon after. $63 per share to around $46 per share
Not only has the Federal Trade Meanwhile, Bass Pro Shops cannot in the wake of speculation.
PRADCO Hires Blue Heron about the outdoors, with a great deal Stallings Dead at 59
Blue Heron Communications, a full- of angling knowledge and experience, T.J. Stallings, an industry expert on
service, outdoor-specialty marketing and are true professionals with fishing tackle design and promotion,
and public relations agency, has exceptional marketing skills.” passed away from complications of
partnered with PRADCO Fishing. PRADCO Fishing, a subsidiary of cancer in late January at the age of 59.
Blue Heron, located in Norman, EBSCO Industries Inc., is based in Fort Stallings
Oklahoma, will serve as the day-to-day Smith, Arkansas, and includes fishing acquired a deep
point of contact for all media inquiries brands Rebel, BOOYAH, Lindy, interest in sport-
related to PRADCO Fishing, while Bomber Saltwater Grade, YUM Baits, fishing while work-
implementing a host of marketing Little Joe, Cotton Cordell, Creek Chub, ing as a youngster
communications and public relations Heddon, Bandit Lures, Thill Floats, at Tim’s Tackle Box
efforts to further educate the media Silver Thread, Bomber Lures, Smithwick in Orlando,
and consumers about the company’s and Arbogast. Florida, which his
varied brands of fishing tackle. “We are very delighted and excited father established
“We want a PR agency that can help to be on the PRADCO team,” says Blue in 1971 to sell jigs he designed and
us achieve our goals,” says global Heron owner Gary Giudice. “The made himself. As Stallings grew older,
brands manager Chris Gulstad. “Blue PRADCO brands are among all anglers’ he did just about everything you
Heron’s reputation and impact in favorites, and we look forward to could do in the tackle business—public
marketing communications is exactly assisting PRADCO with their marketing relations, marketing, manufacturing,
what we need. They are passionate objectives.” repping, design, consulting and
more—all while earning a reputation as
American States and Canada. Spencer has one of the friendliest, most helpful and
extensive history in both sales and most selfless people in the industry.
Maple Hires marketing and has represented Most recently Stallings served as the
Spencer brands such as Okuma High director of marketing and “crazy ideas”
American Performance and Rapala. at TTI-Blakemore and was the man
Maple, Inc., a Spencer’s focus will be on support- behind the company’s Daiichi Bleeding
leading manufac- ing American Maple’s national Bait Hook series and many other
turer of fishing accounts as Promar and Ahi USA innovative and successful products.
tackle and continue to grow. He will be based in A memorial service was held in early
outdoor products the company’s Gardena, California, February at Jordan Dam State Ramp on
under the Promar and Ahi USA corporate headquarters and can be Jordan Lake in Wetumpka, Alabama.
brands, has hired Craig Spencer as its contacted at (866) 264-1562, ext. 118 Stallings is survived by his wife, Kathy,
Key Accounts Manager for the United or CSpencer@AmericanMaple.com. three daughters and four grandchildren.
24 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.comTackle Reports
Sportsmen’s Alliance, Pure Fishing Partner our angling recruitment and retention
The Union Sportsmen’s Alliance and future of fishing in America. Pure programs nationwide,” says Vance.
Pure Fishing, Inc., have partnered with Fishing produces more than 30,000 “Their brands represent some of the
the goal of improving the future of pieces of angling equipment, and its best outdoor products in the world,
angling and conservation across the portfolio features some of the top and their support will help us connect
United States. To memorialize the brands in fishing. Through its strong thousands of youth and their families
partnership, the two organizations volunteer workforce and support from to an outdoor pursuit that is healthy,
signed a memorandum of under- its 17 affiliates and charter unions, USA fun and sustainable. This partnership
standing recently in Washington, D.C., has completed nearly 100 volunteer will also help union members give
that will last through March 8, 2020. projects and community-outreach back to their local communities in
events since 2010. ways that enrich lives and natural
“The USA’s dedicated resources for everyone.”
union volunteers have John Doerr, Pure Fishing’s president
already introduced and CEO, also expresses great opti-
thousands of families to mism about what can be accomplished
the outdoors, with with Pure Fishing’s experience and
potential to reach many resources combined with USA’s skilled
more,” says AFL-CIO labor force of more than 225,000
president and USA union members.
chairman Richard L. “We are excited about our new part-
Trumka. “Partnerships nership with the Union Sportsmen’s
with industry pacesetters Alliance, as it dovetails perfectly with
such as Pure Fishing are existing Pure Fishing initiatives to
The purpose of the partnership is to exactly what it will take to build these protect and restore fishable waters and
work collaboratively on angler recruit- programs to a level that secures the fish populations both today and in the
ment, retention and reactivation future of angling and hunting in the future,” says Doerr. “We look forward
programs and events, and jointly United States.” to partnering with the hardworking
develop a national angler recruitment Scott Vance, USA’s CEO and execu- men and women of the USA in their
program that connects union and tive director, says he feels strongly that efforts to improve access to fisheries
non-union families to the benefits of this pairing is primed to make a major and provide education to ensure that
angling and the outdoors. impact on peoples’ lives. current and future generations have
Ultimately, both organizations feel “We are very honored to have Pure the opportunity to enjoy the great
this partnership will help ensure a rich Fishing as our partner as we expand sport of fishing.”
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www.fishingtackleretailer.com THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY • FTR 25Tackle Reports Industry Releases Economic Report Recreational fishing brings a myriad of economic benefits to communities throughout the U.S. The American Sportfishing Association and Southwick Associates have released the 2017 update of Economic Contributions of Recreational Fishing: U.S. Congressional Districts, along with a new series of one-page infographics, which depict recreational fishing’s economic impact on all 435 Congressional districts and the 50 states. for the respective state economies tor Mike Leonard. “By identifying The information in the report and from anglers who live within each recreational fishing’s economic impact infographics use data from the most congressional district. at the congressional district level, we recent U.S. Fish and Wildlife Service’s America’s 46 million anglers gener- can clearly show members of Congress National Survey of Fishing, Hunting ate more than $48 billion in retail sales that recreational fishing in their district and Wildlife—Associated Recreation, with a $115 billion impact on the nation’s or state is a tremendous economic conducted in conjunction with the U.S. economy, creating employment for driver and job creator. Census Bureau, as presented in ASA’s more than 800,000 people. “Given the new administration’s and Sportfishing in America report. The Recreational fishing is the foundation Congress’ focus on job creation, it’s study used mapping and population of an industry that involves not just the critically important that we provide software to hone in on smaller manufacturing, sale or provision of accurate, detailed information to geographic areas in a way that is tackle and other fishing gear, but also decision-makers on the tremendous particularly relevant to members of includes services such as boat builders, value that recreational fishing provides the U.S. House of Representatives. hotels, restaurants and much more. to the nation.” The results in Economic “A top priority for members of The report and congressional Contributions of Recreational Fishing: Congress is the ability to identify jobs district infographics are available U.S. Congressional Districts report and economic opportunity in their online at www.asafishing.org under describe the economic contributions districts,” says ASA conservation direc- Facts & Figures. OSG Promotes Caraccioli Fishing Network); Outdoor in the communications department of Outdoor Sportsman Group Sportsman Group— Turner Sports, where he was involved has promoted Tom Caraccioli Integrated Media (19 with the promotion and publicity of to vice president of communi- websites and 15 outdoor the network’s NBA, MLB, NASCAR and cations. Caraccioli had served lifestyle magazines), PGA Championship properties. as the director of communica- MyOutdoorTV, as well as Caraccioli also has worked in the tions since joining the television production communications departments of NBC company in September 2013. operations and aerial Sports and headed the sports commu- Caraccioli will oversee all aspects camera businesses. nication department at USA Network. of Outdoor Sportsman Group’s Caraccioli joined Outdoor Caraccioli’s office is in New York communications, including: three Sportsman Group (formerly InterMedia City. He will continue to report to the television networks (Outdoor Channel, Outdoors) in September 2013 after senior vice president of marketing, Sportsman Channel and World spending nearly three years working Bill Osborn. 26 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.com
Tackle Reports
RBFF to Name Top Fishing/Boating Spots for 2017 holders to promote the great
For three years, the Recreational opportunities to fish and boat in their
Boating & Fishing Foundation has state—with a wide variety of sources
produced a list of the Top 100 Family naming their favorite places to fish
Fishing & Boating Spots in America to and boat, giving the locations more
help families and newcomers to the clout. Additionally, having fishing and
sport find a great spot to get on the boating prominently featured in
water. This year, the newly revamped media across the nation will help
Best Family-Friendly Places to Fish and keep these activities in the minds of
Boat for 2017 promotion will take a consumers, benefiting our industry
new approach. partners.
In previous years, RBFF asked states The RBFF sent a survey to its state
to nominate some of their top family- agency contacts to vote on their
friendly places to fish and boat. That favorite place to fish and boat. Voters
list was then voted on by fans via are able to select a location that has
social media. At the end of the voting social media fans and influential been featured in last year’s list or
period, the scores were tallied and the celebrities. Thus, instead of ranking the nominate a new favorite spot. Industry
list of top places was published. places based on consumer voting, it is partners and celebrities will also get
This year, the organization is intro- listing the best of the best, according involved by sharing their favorite
ducing a new method of creating the to experts and influencers. places to get on the water.
list to include a wide variety of industry The goal is that the new Best Places The organization plans to share the
experts, media, state representatives, format will make it easier for stake- results of the campaign in early spring.
Gander Mountain Considering Bankruptcy
According to a March 10, 2017 press release from Gander
Mountain, the company and its subsidiaries have filed volun-
tary petitions for relief under Chapter 11 of the United States
Bankruptcy Code in the U.S. Bankruptcy Court for the District
of Minnesota. The measure was designed to accomplish a
“going concern” sale of its business.
Gander Mountain is the self-proclaimed “nation’s largest
outdoor retail network with stores across 26 states.” Court
filings list the company’s assets and liabilities as being
between $500 million and $1 billion. Early reports indicate
that it will close 32 underperforming stores in 11 states, and
that it is seeking a buyer. Gander Mountain’s release noted
that the company is “in active discussions with a number of
parties interested in a going-concern sale and expects to
solicit bids prior to an auction to be held in late April.”
Meanwhile, the company plans to conduct “normal business
operations” during the reorganization.
Citing “underperforming stores and unproductive, excess
inventory” as impetus for the filing, court documents list Vista
Outdoor Sales ($15.1 million), Pure Fishing ($4.5 million), Ellett
Brothers ($3 million), Bill Hicks & Co. ($1.69 million) and
Normark Corp. ($979,000) among its largest unsecured
creditors.
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www.fishingtackleretailer.com THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY • FTR 27Tackle Reports
Grundéns Wins Innovation
Award
Grundéns was recognized with an
Innovation Award at the 2017 Miami
Boat Show in February for its new
Buck Knives Names New Execs team as the product development 15-inch Deck-Boss boot. The boot,
Trent Malone has joined Buck manager and has been promoted available at retail locations in April 2017,
Knives as chief financial officer, and several times since then. Piedmont’s is Grundéns’ first foray into performance
Joe Piedmont has been promoted to background includes experience in footwear for professional fishermen.
chief operations officer. management, design, manufacturing “We are elated to receive this honor
Malone has more than 15 years of and product development. As COO, and overwhelming positive reaction for
experience in senior management, Piedmont will be managing the our new boot,” says Mike Jackson,
finance and accounting. The former overall company operations including Grundéns president. “For more than
VP of finance for Fender Musical overseeing sales, marketing, product two years, we worked hard to design a
Instruments Corp., he has extensive development, manufacturing, engi- boot for fishermen on decks around
experience with global accounting neering, quality control, shipping the world, from Alaska to the Bahamas.”
and finance operations. As part of his and purchasing. The Deck-Boss 15-inch Boot is
new role, Malone will be responsible “Both Trent and Joe have an engineered to be tough and durable,
for planning, implementing, managing immense understanding of business and is built with a rigid toe cap and an
and controlling all financial-related and operations,” says CJ Buck, CEO injection-molded upper that eliminates
activities of Buck Knives, including and president of Buck Knives. “We are delamination and cracking. Patented
long-term growth objectives. looking forward to another exciting “Herkules Grip” synthetic rubber
Piedmont, formerly VP of operations, year, and their expertise and leader- technology also provides traction on
has been with Buck Knives for more ship capabilities are exactly what we wet surfaces. The flexible upper folds
than four years. He first joined the need to help pave the way.” down when the full 15-inch height is
not needed, and a one-inch groove
holds a durable silicone band that
Hard and Soft Fishing Hires Aloia to marry my passion for fishing and my keeps pants out of the muck and
Hard and Soft Fishing has hired Tony background in sales/marketing when I legs dry.
Aloia as its vice president of marketing. joined Ardisam full time as their The boot’s interior is engineered to
Aloia brings experience in business national sales manager for Eskimo.” mimic the bilge space in a boat; the
development, with a track record of “I’ve known Tony for a several years, insole is comprised of two separate
working with a variety of growing and we’ve worked on various projects levels, or “decks.” The softer upper
brands within the fishing industry. together prior to him joining our team deck is perforated, allowing liquid to
“I got my start in the fishing industry full time,” says Hard and Soft Fishing find its way to the bilge space and can
as an NAIFC tournament angler and national sales manager Matt be replaced with after-market insoles
worked with several companies in Bichanich. “Tony understands both for a more customized fit. The lower
marketing/product development as a sales and marketing, and will bring a deck sits on pilings that create bilge
pro staffer,” says Aloia. “These compa- synergy to the organization that will space for liquid to accumulate. There
nies include Eskimo, Marcum, St. Croix allow us to focus our marketing efforts are scuppers around the perimeter of
Rods, Striker Ice Suits and Northland in ways that will help maximize sales the lower deck to allow liquid to drain
Tackle. In February of 2012, I was able and exposure to our brands.” into the bilge space.
28 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.comYou can also read
