AFFTA board rejects Outdoor Retailer trade show Option

The Fly Fishing Retailer Show has seen a significant decline in attendance and show square footage over the last four years. One proposal from the show management group Nielson Media was to combine the fly show with the Outdoor Retailer trade show, the world’s largest outdoor sports industry gathering in the world. Somehow the American Fly Fishing Trade Association did not recognize the value of having their trade show combined with a show that draws 21,000 attendees and 1000 brands in the business of producing, selling and marketing the outdoor lifestyle.

To quote an industry insider, "I can't wait to hear their reasons and the alternative they propose to their current stillborn 'trade' show in Denver and wherever else they propose to take it. Maybe they can hook up with the Texarkana basket weaving and macramé expo."

Here's the scoop courtesy of SNEWS.

The American Fly Fishing Trade Association voted to turn down an offer from Nielsen Business Media to merge the FlyFishing Retailer trade show into the Outdoor Retailer Summer Market show, inside sources familiar with the vote told SNEWS®.

AFFTA President Gary Berlin confirmed that a vote took place on Oct. 13, but he would not reveal the outcome of the vote when contacted by us. "The board did make a decision on Tuesday, and the information will be released at the end of the month when all documents are finalized."

Berlin told SNEWS that AFFTA was looking for a new way forward with the FlyFishing Retailer show because it has suffered lower participation from exhibitors and attendees. "The show has declined in exhibit space and visitors for the past four years due to the economy and consolidation of brands," he said.

So now what are the alternatives?

Continue with the status quo.... the trade show equivalent of dead man walking.

Combine the show with ICAST or fly fishing meets duck and chuck in Vegas mid July 2010.... good luck with the early date.

Find a new venue or partner that might somehow drive greater attendance..... not likely considering the patient is barely breathing already.

We'll see how AFFTA explains not wanting to draft off the incredible depth of business that is conducted at Outdoor Retailer.

Comments

[deerhawk]

Fly Fishing Retail
3 words from a Marketing perspective;
flat, flat, FLAT!
But my gut says that most in the industry like it that way. Fly Fishing Retail has lost touch with it's customer base, and continues to implode as we speak. Outdoor Retailer would be a Band-Aid sheer strip for what I see as an 8 inch long oozing gash.
yeah, I'm one of the 18+ million participants, over 40, 50-80 thousand a year, well over 18 trips and counting this year, over 4000 miles logged....driving.
Gary?
Are you out there?
Jus nod if you can hear me...

[Jim O]

I used to attend and display back in the day when this show moved from Denver to Boston to Salt Lake and then back to Denver. Sad to see what once was a great show go down the tubes. Maybe a new venue/location is in order................Hello Seattle!

l

[Matt Wibby]

An as attendee of both FFR and Summer/Winter OR, I do feel combining the two shows could bring new life to the fly show and would have a decent cross over between retailers and brands.

[Sam]

i don't see a reason for the negative energy...maybe being new in the industry i don't know what it was like before...however i go to almost every major sporting goods trade show every year (shot show, ATA, outdoor retailer, nasgw, etc) and I can tell you FFR is my favorite, if you like to fly fish, it is a fun show. If the show were to get combined I wouldn't have 10 minutes to spend at the FFR part of the show. I'm probably an exception and agree the show needs some life and creativity, if the show would work together with vendors to create better show only programs, and actually make them show ONLY programs and create some urgency to come to the show things would change. When you go to an industry show...you expect to see the industry and that's not happening so we need to create a reason for retailers to support the vendors that support the show. It would also be cool to see new vendors, all the fly tying stuff come back, etc... half the fly companies barely even showed product much this year... and the show is selling to FLY shops

[Kenji]

Most importantly, the industry needs to go where the entire industry has potential to grow. Continuing to do the same old thing and expecting different results, especially in light of the blinding pace of change in business these days, is a non-option. Stand-alone shows in niche markets across the country are folding like origami, and co-locating with a like-minded industry that values wilderness and open access to taxpayer funded land and water is a sensible option. Elitism + Isolation = the death of an industry (think Windsurfing, or American cars). Open and inviting, well there you have our common enemy the X-Box, but many thriving activities that are healthy and growing, like Yoga, Gym Climbing and sport fishing.
OR hosts a number of market sectors, paddlesports being the most kindred to fly. they considered a separate show but dropped the idea, knowing that it was the wrong direction. Integration is the right way, not separation, if growth is an objective.
For 2007, Leisure Trends reported that there were 9% less FF shops than in 2004, the last study done. After this current economic phase is complete, what will that number be? How many are out of business but don't know it yet?
I'm not one for fearmongering, and I know the strong always survive. But I go back to the top; how to achieve industry growth (without Brad Pitt, that is)?

Thanks for the dialogue, Chum. I invite feedback and thoughtful repartee.