A concrete victory so to speak

Outtakes from the American Express commercial we posted last week featuring Yvon Chouinard. In this piece, Yvon talks more about the Matilija Dam (featured in the commercial) and why it should be removed.

The Cleanest Line has more info on the individuals and groups leading the fight to restore the Ventura River.

And the Winner Is.......

From Patagonia's The Cleanest Line

If you watched the Academy Awards last night you may have seen Patagonia's founder, Yvon Chouinard, appear on a commercial for the American Express Members Project, a new partnership with social-action network Takepart.com. The piece was filmed in and around Ventura County by academy award winning cinematographer Robert Richardson and directed by Scott Hicks of "Shine" fame.

The dam that's featured is the Matilija Dam, an outdated monstrosity that sits 18 miles upstream from Patagonia HQ on a tributary of the Ventura River. With its crumbling concrete and silt filled reservoir, Matilija Dam no longer serves any beneficial purpose. Its removal would allow native Southern Steelhead trout to once again use the river to spawn, and give local beaches a much needed boost in sediments (more sand) from the steep canyons of Matilija Creek.

If successful, it would be largest dam ever removed in the United States.

All proceeds that Yvon receives from the commercial will be divided between five of environmental groups of his choice: Concervacion Patagonica, Atlantic Salmon Federation, Freedom to Roam Coalition, Native Fish Society and Save our Wild Salmon.

"A Grab from God"

Y.C. puts the wood, in this case a Bob Clay Riverwatch spey rod, to a large B.C. steelhead.

How large? 41 inches, 25 pounds.

Pirates of the Coast

A little bird told us that this is one you don't want to miss...

For Immediate Release: July 9, 2009

Groundbreaking Fishing Series to Launch on ESPN2

Denver, Colo - Officials from Orion Multimedia, the world's largest producer of outdoor adventure television, announced that their new fly fishing television series, Pirates of the Flats, will debut on ESPN2 January 2010 in partnership with the Bonefish and Tarpon Trust.

Pirates of the Flats follows legendary news anchor Tom Brokaw - who will also narrate the series -- famous actor Michael Keaton, angling icon Lefty Kreh, acclaimed author Thomas McGuane, visionary industry leader Yvon Chouinard, and celebrated photographer R. Valentine Atkinson as they prepare to rendezvous with each other on the famed saltwater flats of the Bahamas. Their quest? The island's legendary bonefish. But these notables are fishing for answers, too. How can we save these last great coastal environments? It's a question that has been the heart of Bonefish and Tarpon Trust's mission since 1998, and is being pursued by some of the world's top scientists from the Cape Eleuthra Institute, Bonefish and Tarpon Trust, and The Bahamas. The series will answer this question as it documents the cutting-edge research and conservation being performed to preserve these species.

By day we will join our intrepid anglers on the flats as they share their passion for fly fishing and by night we see them as they speak about the future and life with and without these fish. The weeklong journey will inextricably connect our anglers with each other and a cause to serve generations who have yet to know the magic found on the flats impressively revealed through a myriad of HD and Red specialty cameras. By joining our anglers on their remarkable Bahaman foray of discovery, viewers will come to learn why we must act now to save these sirens of the sea who are warning us of perils ahead. Narrated by Tom Brokaw, this series will change the way people see the outdoors.

About ESPN Outdoors: Since its inception in 1980, ESPN Outdoors has strived to inform and entertain anglers, hunters, campers and people of all ages who enjoy the outdoors. ESPN Outdoors is committed to increasing awareness of and participation in outdoor activities, a direction best exemplified by television programming on ESPN2. Each year, ESPN Outdoors stages more than 30 marquee events, including the Bassmaster Classic. ESPN Outdoors is comprised of BASS, the worldwide authority on bass fishing, and a growing array of multimedia platforms, including Bassmaster.com, ESPNOutdoors.com, and programming on ESPN2, in addition to promotions and activities that deliver a clear message of conservation and ethical sportsmanship.

About Bonefish Tarpon Trust: For the last decade, BTT has been pioneering groundbreaking research to help us understand the interdependence between flats fish species, anglers, and economies. BTT's global vision of science-based conservation is leading the way to find long-term solutions to create sustainable fisheries management models that help anglers and political leaders come together to ensure strong fisheries into the future.

ESPN Media Contact: Doug Grassian, ESPN Communications, 407-566-2216

Orion Media Contact: Rhonda Bower, 720-891-4839

BTT Media Contact: Dr. Aaron Adams, 239-283-1622

Chouinard appears on CNBC, market rallies 4 points

YC made an appearance on CNBC recently to talk about 1% for the Planet and Patagonia's sales growth despite the challenging economic times.

No embed option so you'll have to hit the link to see the segment. LINK

There is no business to be done on a dead planet

Three Dollar Bridge from felt soul on Vimeo.

(Via: Way Upstream)

Felt Soul Media has produced another gem. Check out this 3 minute profile on 1% For the Planet,
an alliance of businesses that donate at least 1% of their annual
revenues to environmental organizations worldwide. Founded by Yvon Chouinard and Craig Matthews,
1% has grown to over 1000 members since it's launch in 2002 and has
donated nearly $42 million to approved environmental non-profits. This
particular film highlights the Three Dollar Bridge (Madison River)
project that was made possible by 1% funds. The two founding members
tell the story.

Music by Neil Halstead & Jack Johnson | Brushfire Records