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Free Educational Seminars
Scheduled at FFR Show
in Salt Lake, Sept.
6-8
LAGUNA BEACH, Calif.,
(August 2, 2001) – Fly-fishing
specialty retailers
who often teach their
customers how to cast
correctly and catch
fish, will learn a thing
or two themselves when
they travel to the sport’s
largest trade show.
In addition to learning
about what’s new in
the world of rods, reels,
waders, and flies, buyers
attending the Fly-Fishing
Retailer World Trade
Expo in Salt Lake, Sept.
6-8, can participate
in free seminars providing
advice on running their
businesses more profitability.
Educational seminars
begin in room 150G on
Thursday, Sept. 6 at
8:30 a.m., when Chase
Van Gorder, of Van Gorder
Law Offices, Bellingham,
Wash., explains how
to minimize liability
exposure in guiding
and rental operations.
“The seminar is intended
to alert retailers and
outfitters to potential
sources of liability,
as well as procedures
and documentation which
will provide valid legal
defenses in most states,”
Van Gorder says. “Once
an incident has occurred,
it is too late to follow
the procedures or get
the waivers signed which
may have avoided the
claim altogether.”
“The main objective
is not to win a lawsuit
- it is to keep one
from ever being filed
in the first place,”
he says.
On Thursday, at noon,
John Vita of Vita Strategic
Communications, Wilmette,
Ill., will present a
seminar on how fly-fishing
businesses can generate
publicity. Vita, author
of “$10,000 of Publicity
for Your Small Business
- How to Work With the
Media to Sell Your Product,”
will share seven rules
of public relations
that will prepare retailers
to work with local TV
stations, radio stations,
and newspapers to create
an effective PR campaign
at minimal cost.
Fly-Fishing Retailer
magazine contributor
Sharon Leicham will
offer merchandising
tricks of the trade
on Friday, Sept. 7 at
noon, explaining how
merchandising professionals
create effective displays
with time and money
to spare.
“If people aren’t coming
to your store, think
about improving your
advertising. If they
are coming to your store,
but not buying, it‘s
time to improve your
merchandising,” said
Leicham, a 30-year retail
merchandising pro who
currently resides in
Memphis. “This seminar
will show how having
a few display techniques
in your back pocket
can generate sales.
Merchandising is all
about profitability
and sell-through.”
On Saturday, Sept.
8 at 8:30 a.m., Bob
Aiken of RMA Training
Services, Farmington,
N.H., will detail how
careful management of
a P & L statement
can boost a store’s
profit margin, reduce
expenses, and enhance
profitability.
“All too often the
P&L is glanced at,
and then filed away.
I want to show dealers
how to use it as a tool
to improve margins,
reduce expenses and
improve their return-on-investment,”
Aiken says. “All improvements
in business start with
a plan, and this can
be a great planning
tool.”
At noon on Saturday,
Aiken returns to explain
how to increase turnover
for more cash and a
better bottom line.
“I’ll demonstrate that
focusing on a formula
called GDROI can reap
great rewards, and lead
to improved purchasing
and turnover.” FFR Show
Details
To obtain discounted
rates on airfare, contact
the FFR Show’s official
carrier for this year's
show 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.
The American Fly Fishing
Trade Association represents
over 400 member 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. The
telephone number is
949 376 8135; www.flyfishingretailer.com.
The FFR Show relocates
to the Colorado Convention
Center in Denver on
Sept. 12-14, 2002, and
Sept. 11-13, 2003.
# # #
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
to media via e-mail.
8-2-01
Media contact:
Jeff Blumenfeld, Jessica
Brown Blumenfeld and
Assoc. PR 203 855 9400;
blumassoc@aol.com
Kevin Breen Fly-Fishing
Retailer 800 486 2701;
kbreen@vnuexpo.com
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