Fly-Fishing Retailer
310 Broadway
Laguna Beach, CA 92651

Media Contact:
Lori Crabtree
Stanwood and Partners PR
307.733.1514
lcrabtree@wyoming.com

Fly-Fishing Retailer World Trade Announces Events & Seminar Schedule for September Show

With Fly-Fishing Retailer in just a few short months, I wanted to give you a sneak preview of events, seminars and parties that are scheduled for the Denver-based show.

Keep in mind that an official Fly Fishing Retailer World Trade Expo "Schedule of Events" will be sent out to registered media two weeks prior to the show with a complete up-to-the-minute list of parties, events, demos and celebrity appearances.

AFFTA Breakfast
September 12, 2002 ? 7:30AM
Lobby A, Meeting Room 209
Keynote Speaker: Robert Smith, Jungle Marketing Inc.
Everyone is welcome to start their morning with a hearty breakfast hosted by the AFFTA board and members for the opening day industry breakfast. Keynote speaker, Robert Smith, will discuss ³Extreme Marketing for The New Economy² and how fly fishing retailers can take their business to the next level of success.

AFFTA Membership Meeting
Time/Location -- tba
September 13, 2002
AFFTA members will hear firsthand plans for the fly fishing industry's future. AFFTA will be providing statistics on programs, membership and financials.

Opening Night Industry Party
September 12, 2002 ? 6:00PM
Pinnacle Club ­ 555 17th St, Ste 3700 (17th & Welton)
This year's Opening Night Industry Appreciation Party will be held on the 37 & 38th floors of the Qwest Building in the Pinnacle Club, formerly Top of the Rockies Club and Petroleum Club. Located directly in the heart of downtown, the Pinnacle Club is right across from the Hyatt and within a short walk of the show. Join your friends for a fun party in a great location, with stunning views of the city and mountains, free food, drinks and music. We've never had a party like this before, so make sure you're all there to celebrate the end of the first show day in style!

**SEMINARS**

Merchandising I
The ABC's of Establishing a Visual Plan
September 12, 2002 ?12:00 PM - 1:00 PM
Lobby A, Meeting Room 112
Presenter: Brian Dyches, Retail Resource Group
Today's retailer faces the challenge of connecting their buying strategies to their stores merchandising needs and opportunities. This seminar will break through this common issue with a step-by-step look at establishing a visual plan. You will receive easy-to-use templates that allow any size retailer to use the same visual directive strategies that successful chain and national retailers use. Plus, Mr. Dyches will reveal specific examples of how famous brands have benefited from this planning strategy!

Merchandising II
Creating a Dynamic Retail Sales Environment
September 13, 2002 ? 8:30 AM - 10:00 AM
Lobby A, Meeting Room 112
Presenter: Brian Dyches, Retail Resource Group Advertising, location, and building conditions and features all play vital roles in shaping a customer's perception about your business. Within a matter of seconds an opinion is formed--before ever entering the store environment! Upon entry the moment of truth is revealed. Has your store's image and design exceeded your customers' expectation or disappointed them? This session has been designed to showcase elements that have noticeable
impact on the customer's satisfaction.

Merchandising III
Visual Science
September 13, 2002 ? 12:00 PM - 1:00 PM
Lobby A, Meeting Room 112
Presenter: Brian Dyches, Retail Resource Group
In today's world of savvy buyers, knowing the ins and outs of customer buying habits is essential. From display heights to clicking clocks to interior paint colors, we are all subject to influence conveyed by design elements. Mr. Dyches will unveil the hidden secrets to maximizing sales and brand awareness through the use of visual science. You will learn the impact of display proportions, the motivation behind lighting levels, the power of tapping the human senses and the art of moving your customer to purchase more merchandise.

Simple Open to Buy that Works
September 14, 2002 ? 8:30 AM - 10:00 AM
Lobby A, Meeting Room 112
Presenter: Jim Dion, Dionco, Inc.
This enlightening session will look at a simple open to buy process that can be done at the total store level and will keep the store from overbuying and not being able to pay for the merchandise that was purchased. Presented in a simple, easy to understand format with both paper forms and spreadsheet formats, this is a seminar you can't afford to miss.

Understanding IRS Auditing
September 14, 2002 ? 12:00 PM - 1:00 PM
Lobby A, Meeting Room 112
Presenter: Todd Whalen, American Society of IRS Problem Solvers
Did you know that you currently have a better chance of being audited than ever before? Congress has accused the IRS of sleeping since the Tax Reform Act of 1998. Now the giant awakes and only the savviest of retailers will survive! This highly informative seminar will explore potentially "high-risk" items, explain who the IRS audits, how to reduce your chances of being singled out, and what to do if you get audited.

Manufacturer & Importer Seminar
Lobby A, Meeting Room 111
Excise Taxes and You?
September 14, 2002 ? 8:30 AM - 10:00 PM
Presenter: June Rittscher, IRS
If you are concerned about paying proper excise taxes, this seminar will help you understand your responsibilities. Building on last year's session, June will cover what you have to pay and more importantly, what you don't!

The American Fly-Fishing Trade Association represents over 425 fly-fishing manufacturers, sales representatives, retailers, outfitters, and specialty media. AFFTA is based in Kelso, Washington at phone: 360-636-0708, fax: 360-636-3971, email: info@affta.com and website: www.affta.com. Rori Coward is AFFTA¹s managing director.

Fly-Fishing Retailer World Trade Expo is the key buying event for the fly-fishing trade and annually attracts over 5,000 fly-fishing industry professionals. The 2002 Fly-Fishing Retailer World Trade Show is scheduled for September 12-14 at the Colorado Convention Center in Denver, Colorado.
More information regarding Fly-Fishing Retailer is available online at http://www.flyfishingretailer.com.

For additional information regarding Fly-Fishing Retailer or the American Fly-Fishing Trade Association, media should contact Lori Crabtree at Stanwood & Partners Public Relations, 307-733-1514 or lcrabtree@wyoming.com.

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Lori Crabtree (formerly Lori Ostrom)
Stanwood & Partners Public Relations
PHONE: 307-733-1514
FAX: 307-739-8664
Email: lcrabtree@wyoming.com