New Product Introductions, Educational Seminars Planned for

Fly-Fishing Retailer World Trade Expo, Sept. 6-8, 2001

LAGUNA BEACH, Calif. (July 24, 2001) - The eyes of the world will soon focus on Salt Lake - the fly-fishing world, that is, as the fourth annual Fly-Fishing Retailer World Trade Expo returns to the Salt Palace Convention Center, Sept. 6-8. Over 3,000 retailers, manufacturers, guides and instructors will travel to the Utah capital for three days of educational seminars, networking parties, and product demonstrations by leading manufacturers including 3M Scientific Anglers, Abel, Cortland, Fly Logic, Orvis, Patagonia, Rio, Ross Reels, R.L. Winston, Sage, Scott, Simms, Umpqua, and Waterworks.

The closed-to-the-public FFR Show is the world’s largest trade show focused solely on fly-fishing, the art of carefully “presenting” an artificial fly to a fish in hopes of catching, then releasing it.

Retailers from throughout North America and over 25 countries are expected to attend the trade show endorsed by the American Fly Fishing Trade Association (AFFTA), Kelso, Wash., and produced by VNU Expos of Laguna Beach, Calif. Among travel destination exhibits will be an expanded presence by Sectur, the Argentina Secretariat of Tourism.

Currently, there are 270 manufacturers in 600 booths planning to attend. Other features include a 41-ft. water tank with a built-in current to demonstrate float tubes and drift boats; three indoor casting ponds; and one monster pond made especially for spey casting. The entire hall will be reconfigured into one large 65,000 s.f. rectangular room to improve traffic flow and make it easier to locate exhibitors. Show hours will be 10 a.m. to 6 p.m., Thursday through Saturday.

Other show highlights include:

• New fly-fishing products – Among the thousands of new fly-fishing products displayed for retailers will be Abel Quality Products’ new freshwater rods; the Sportube versatile flyrod case from Highland Trading; and the Scott Fly Rod Company is introducing a new line of high performance flyrods for freshwater. Many manufacturers will introduce money-saving show specials available only at the FFR Expo; a specially-prepared list will help retailers determine which is right for them.

“We’re coming to the FFR Show for the first time because Salt Lake is where we can reach the entire industry with news about our new products and programs,” said Paul Fersen, Orvis outdoor wholesale marketing manager. Orvis is introducing its new T3 high modulus graphite flyrods for 2002 and launching an updated dealer program. “Times have changed. Orvis and its Ex Officio and Redington affiliates are looking forward to being a major part of the FFR Show,” Fersen said.

• Educational seminars – Each day, all registered participants are invited to educational seminars aimed at increasing the proficiency and profitability of specialty fly-fishing retailers.

On Thursday, Sept. 6 at 8:30 a.m., Chase Van Gorder, Van Gorder Law, will explain how to minimize liability exposure in guiding and rental operations. Later that day, at noon, John Vita of Vita Strategic Communications, will present a seminar on how fly-fishing businesses can generate publicity.

Outdoor Retailer’s Sharon Leicham will share some merchandising tricks of the trade on Friday, Sept. 7 at noon, explaining how merchandising professionals create effective displays with time and money to spare.

On Saturday, Sept. 8 at 8:30 a.m., Bob Aiken of RMA Education will detail how careful management of a P & L statement can boost a store’s profit margin, reduce expenses, and enhance profitability. Aiken returns Saturday at noon to describe how to increase turnover for more cash and a better bottom line.

• AFFTA activities – During AFFTA’s industry breakfast, Friday at 7:30 a.m. in the Salt Palace South Entrance Foyer, representatives of the industry trade association will provide an update on AFFTA’s Washington lobbying effort, including a fishing event that attracted Secretary of the Interior Gale Norton. Jim Spring of Leisure Trends in Boulder, Colo., will provide an overview of results from the new Retail Distribution Study for 2000, comparing these numbers to 1997 and 1998.

The Discover Fly-Fishing Program (www.discoverflyfishing.com), the association’s new fly-fishing mentoring ad campaign, will also be reviewed.

On a lighter note, an industry networking party will be held Thursday night at 6 p.m. in the Salt Palace Ballroom and Foyer. The association will also hold a silent auction within its booth during the first two days of the show to raise funds for programs designed to grow the sport.

After the FFR Show, members of the industry are invited to attend TroutFest, the third annual post-show fly-fishing trip. This year the group heads to Idaho’s Henry’s Fork river, the South Fork of the Snake river, and Henry’s Lake for some of the country's best fly-fishing, Sept. 8-11. For more information call 208 522 2014, or toll-free 800 900 2014.

Discounted housing and airfares available

Salt Lake is in the final phase of a massive building project as it prepares for the 2002 Olympic Winter Games. Salt Lake now features a wider selection of hotel accommodations across all price points, including the newly-opened 775-room, 24-story Grand America.

What’s more, the Utah Transit Authority’s light-rail TRAX service offers free service between downtown hotels and the Salt Palace. For housing information, contact the SLCVB/Fly-Fishing Retailer Housing Bureau at 800 572 9707 or 801 521 9025.

To obtain discounted rates on airfare, contact Delta Airlines, the FFR Show’s official carrier, at Delta Meeting Network, 800 241 6760. Refer to File #162237A.

Retailers can pre-register for the show by calling 949 376 8135 or logging onto www.flyfishingretailer.com.

FFR Show Moves to Denver in 2002 and 2003

The FFR Show relocates to the Colorado Convention Center in Denver on Sept. 12-14, 2002, and Sept. 11-13, 2003.

The American Fly Fishing Trade Association represents over 400 fly-fishing manufacturers, sales representatives, retailers, outfitters, and specialty media. AFFTA is based in Kelso, Wash. at 360 636 0708; fax 360 636 3971; info@affta.com; www.affta.com. Rori Coward is managing director. VNU Expo is located in Laguna Beach, Calif. Trade show director is Dieter Tremp. The official trade show publication is Fly-Fishing Retailer Magazine. Telephone 949 376 8135; www.flyfishingretailer.com.

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Editor’s note: Working media can pre-register for the FFR Show by e-mailing their name, title, affiliation, and contact information to Jeff Blumenfeld, FFR Show director of media relations, at blumassoc@aol.com. Deadline is Aug. 15. A free media guide to new products at the 2001 show will be available via e-mail by Sept. 1 and will be distributed within the FFR Show Press Room. Photographs of previous FFR Expos are also available via e-mail.

7-24-01

Media contact:

Jeff Blumenfeld Blumenfeld and Assoc. PR 203 855 9400; blumassoc@aol.com