Let the fly-fishing-show wars begin.
In what is shaping up to be the angling equivalent of a Wild West shootout, Denver consumers will have two competing shows from which to choose next January.
The American Fly Fishing Trade Association announced last week it will launch The Fly Fishing Expo at the Colorado Convention Center on Jan. 4-6, the exact same dates that an exiting event, The Fly Fishing Show, is scheduled at the Denver Merchandise Mart. The latter affair has been held at that location since 2001.
This maneuver represents a plunge by the trade group into the consumer market as a way to increase revenues to aid the rejuvenation of what has become a relatively stagnant national fly-fishing market.
The faceoff comes in Denver, which AFFTA embraces for both its intense concentration of the retail shops that support consumer shows and for its wealth of fly-fishing enthusiasts.
“Colorado and Denver represent, in our minds, the capital of the American industry,” said Robert Ramsay, AFFTA president.
The trade group also produces the annual FlyFishing Retailers World Trade Expo, a Denver fixture scheduled Sept. 16-18.
The choice of dates for the January show is no coincidence but rather a “This Town Ain’t Big Enough for Both of Us” sort of declaration AFFTA aimed as a direct shot over the bow of the existing consumer show.
The announcement produced an immediate protest from Chuck Furimsky, a partner in a Pennsylvania-based firm that produces 11 versions of The Fly Fishing Show nationwide.
“They targeted me without a doubt to blow me out of the water,” Furimsky said. “But it’s not going to destroy me. The public still will come to my show, but it will cause me to lose certain customers who get confused.”
Furimsky promised to stand firm with his event and threatened to form a trade show to compete with the September AFFTA expo.
Ramsay said that, while AFFTA intends to win the Denver war, its motive in doing so is to solely promote a sport that has reached a plateau in recent years.
“This is important from a fly-fishing industry standpoint,” Ramsay said. “We’ll plow all revenues back into promoting the sport and supporting retailers in the Denver market.”
AFFTA is a nonprofit organization that, in a way, mirrors the larger American Sportfishing Association, representing manufacturers and dealers in industry advancement. ASA recently began operating its own series of five consumer shows, keeping with a national trend by trade organizations to forge a closer link between merchandisers and consumers.
For its Denver show, AFFTA planned a broad, interactive program to provide anglers hands-on interaction with fly-fishing luminaries. A common area for free, personal lessons provided by local and national authorities will be included, along with a direct link to authorities from Colorado’s major fishing zones.
AFFTA enjoys certain inherent, perhaps decisive, advantages in the war. It represents the major manufactuers that presumably will withdraw from Furimsky’s show and thus eliminate key on-site support for the dealers who remain – along with considerable consumer excitement.
AFFTA members also have contracts with most fly-fishing masters, who now can be expected to perform at the new expo.
These advantages have caused the largest exhibitor at The Fly Fishing Show – the ArkAngler shops – to switch to the expo.
“I’m excited about the opportunity this presents,” said owner Rod Patch, who maintained six booth spaces at TFFS and might acquire more with the expo. “I look at this as a Colorado fly-fishing show. I’m excited about promoting fly-fishing opportunity in Colorado.”
Dave Leinweber, who owns the Angler’s Covey shop in Colorado Springs, has never exhibited at consumer shows, disdaining what he felt had become a flea-market atmosphere. Decrying what he termed an “East Coast atmosphere” at TFFS, Leinweber said he’ll ponder a retail presence with AFFTA and certainly will participate as an instructional partner.
Evergreen-based Blue Quill Angler, an active TFFS exhibitor, assumed a wait-and-see posture.
On the other hand, Bill Edrington of Royal Gorge Anglers in Cañon City said he is determined to remain with TFFS.
“I have decided to stick with the one that brought me to the dance,” Edrington said. “I’m convinced we’ll have more fun at The Fly Fishing Show.”
