Fishing, and the iconic Western tradition of fly-fishing, mean many different things to many different people. The same might be said of the entire fishing industry.
Although the economic engine fishermen collectively drive may be the furthest thing from their minds as they make their next cast or fight another fish, its power is impossible to ignore.
That’s the hope of , anyway. The Summit County resident, whose colorful creations and innovative accessories have become staples of the fly-fishing community at large, is hoping to harness that industrial strength in a manner that has never been attempted before.
While most rods and reels were still coated in dust and local anglers counted the days in anticipation of the season to come, Le Coq could be found orchestrating his version of an industrial revolution alongside some of fly-fishing’s heaviest hitters this spring. Over the course of three days at Meeker’s Elk Creek Ranch, about 30 representatives from companies including Simms, Sage, Orvis, Patagonia and Costa del Mar and conservation groups such as Trout Unlimited, The Nature Conservancy, Teddy Roosevelt Conservation Partnership and the Bonefish and Tarpon Trust sat down to hash out the future of the sport of fly-fishing and the wild places fish call home.
“As an industry, it’s never been done. We’ve never sat down and attempted to collectively voice what our values are,” Le Coq said. “We’re defining that right now. It’s still early in the process, but it begins by saying, ‘Hey, we care. Fly-fishing cares.’ “
Focusing the message to be carried to the wider fishing industry is no simple task, but through the course of the inaugural Otter Creek Fly Fishing Summit — named for Le Coq’s ranch — a few trends began to emerge. Among them, participants agreed that the industry must identify conservation as a priority and help create value around the places upon which both fish and fishermen rely.
The notion is that if consumers value something, they will protect it. And the sport fishing industry, Le Coq believes, is uniquely qualified to create that value through branding.
“In our branding, it’s all about the places we go to fish, exploring and igniting excitement about being outside. To me, it’s an American value,” Le Coq said. “Let’s start this movement. Put it on our websites, hang tags on every product we sell. Let’s make it iconic. We need to rally the troops and create a voice that makes a difference.”
Rather than create another nonprofit or simply donate more money to existing ones, the idea is to put the power and agility of business to work in a manner that can motivate society through unity. Building community is an essential measure in the process, with a consistent message of conservation and outdoor education shared among manufacturers, product reps, outfitters, guides and the broader sportsman’s community. Fishing is merely the shared value uniting participants.
“If we can get people to get excited about what the outdoors means to them, whether they participate in fishing or not, they will teach that to their children and it can endure,” Le Coq said. “The fishing is secondary. It’s about how we get people to care about the environment, and fishing is a resource. Sometimes we all need to get into some water, enjoy nature and just experience the magic. Fishing is a way to get there, a ticket to go someplace.”
Scott Willoughby: swilloughby@denverpost.com or twitter.com/swilloughby
