It’s no secret that the fly fishing industry has been struggling as of late. So it should come as no surprise that the FlyFishing Retailer Show is now merging with the Outdoor Summer Market (Outdoor Retailer Show). For years the fly fishing industry has been struggling to get vendors and industry execs alike to attend and support the annual show held in Denver each fall. Not to mention, it’s always scheduled on one of the better weather weekends of the year. Thus taking away another precious fall day from those who would prefer fishing over looking at the same gear disguised with different names and new colors each season.

Overall the merger should be viewed as a positive one. Combining forces with the Outdoor Retailer Show will allow the fly fishing industry more exposure that it currently gets from such a niche marketplace. The new format will be bigger and better than before allowing for a more diverse landscape than is available now.

Here’s the letter we recently received from Maura Lansford and the Outdoor Retailer Summer Market:

Letter to the Industry,

First I want to thank you, the fly fishing industry for your support and participation with the FlyFishing Retailer World Trade Expo. During the past 11 years, this show has attracted almost every major stakeholder in the fly fishing industry from all 50 states and more than 50 countries worldwide. Even in this challenging global economy, the positive energy that emanated from the show floor in 2009 is proof that even as the fly fishing business landscape shifts, the brands, shops and advocates of fly fishing see a good future when prosperity returns to the economy and the market.

Marketplace Evolves to include ‘Outdoor Lifestyle’
Research indicates that active participants in specialty outdoor activities, and fly fishing in particular, crossover to several outdoor ‘lifestyle’ experiences. As consumers change how they play in the outdoors, businesses are changing their distribution and inventory strategies to both keep pace and stay ahead of this changing consumer behavior. As a result, FlyFishing Retailer is also changing.

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.

Product Testing Outdoors at Outdoor Retailer
Outdoor Retailer Summer Market has a thriving and long tradition of providing a watersports focused product demo day in the environment in which the products are used. More than 1,200 specialty retailers have consistently attended this demo day each year to test canoes, kayaks, paddles, PFD’s, waders, rods and reels and other specialty equipment and apparel intended for use in the outdoors. We invite the entire fly fishing industry to join this widely popular retail demo day next summer.

Outdoor Retailer Summer Market takes place August 3-6, 2010 at the Salt Palace in Salt Lake City, preceded by our Open Air Demo August 2 at the Jordanelle Reservoir, Utah.

If you have any questions or comments, please don’t hesitate to contact me directly.

Sincerely,

Kenji Haroutunian
Group Show Director
FlyFishing Retailer/Outdoor Retailer