As we look back over 80 years, it’s a fitting time to reflect on how your trade organization has evolved to serve the sportfishing industry, and how that history also shapes our future. Our nation, and indeed our world, was dramatically different in 1933, and the impetus for your trade association was directly connected to a defining time in world history and America’s role in it. The ways our sport and industry have been transformed over the eight decades since is revealed in the remarkable scope of product innovations, growth in retail and global manufacturing, and development of rapid distribution systems. More recently, our industry and countless others are adapting to a virtual revolution in traditional consumer habits. The latter is a good example of the broader societal, economic, and environmental changes that are devel- oping more rapidly and defining our course today—even more reason to take this opportunity to gain a common understanding of where we’ve been and where we’re going. Yet it’s equally important to note that certain things have remained constant. When you stand together to advance and protect your shared interests, the sportfishing industry has far greater influence than would otherwise be possible. This has always been true, and it’s even more consequential today. Bringing you together to gain that collective advantage is the most fundamental function of your trade association, and the essential element of everything we do. The reasons why that matters will shine through as the story of our history unfolds. On this 80th-year occasion, all of us at the American Sportfishing Association renew our commitment to you: We will continually evolve to meet the needs of the sportfishing industry and grow the sport we all love.

Mike Nussman President & CEO As the American Sportfishing Association marks its 80th anniversary, what began as a consortium of tackle manufacturers is evolving in each of the fundamental roles it’s had since its earliest days.

As always, we are: Today, the American Sportfish- Our unified efforts not A Voice of Influence for Sensible Public Policy...... 5-10 ing Association is a national, only benefit us and our custom- non-profit trade association ers—some 60 million anglers in A Network for Building Productive Relationships...... 11-14 made up of more than 700 these United States. Our industry A Catalyst for Business Profitability...... 15-18 members who share a stake in contributes to the economic A Promoter of Sportfishing Participation...... 19-25 promoting sportfishing as part strength and stature of our na- of our national heritage—for tion with a $115 billion annual A Leader in Conservation...... 26-29 the well-being of our busi- impact on our economy and jobs nesses and American society. for more than 800,000 people. Where we’ve been: Our leadership and financial Milestones in Our History:...... 30-31 con·sor·tium: noun investments in conservation make \kon-sor-sh(é-)e´m, -sor-té-um all kinds of outdoor experiences An agreement, combination, or possible and support a healthy What we will become: group (as of companies) formed to undertake an enterprise beyond the environment for everyone. New Horizons...... 32-36 resources of any one member. To celebrate our collective accomplishments and gain a common understanding of our future direction, we’re reflecting on what the associa- tion has been in the past, what defines it today, and what it will become in the coming years.

Over 80 years, the American Sportfishing Association has created a legacy of helping to protect Americans’ way of life and livelihood.

1 ALWAYS BETTER TOGETHER

The notion that As part of nationwide eco- the Associated and their focus toward the there’s strength in nomic recovery efforts during Manufacturers. The new group war effort, making military the era of President Franklin was similar to entities created supplies and other essential numbers caught D. Roosevelt’s New Deal, two to oversee many different defense material. It wasn’t on from the very similar organizations (the industries and help them until the more stable economic beginning, but the Fishing Tackle Manufactur- survive the Great Depression. climate in the post-war period ers Association and Fishing Once the United States that a trade association as we purpose of coming Tackle Manufacturers entered World War II, manu- know it emerged more fully. together in 1933 Institute) merged to become facturers turned their factories was not specific to our industry.

Who was the American Sportfishing Association’s “George Washington?” Arthur Benson, president of the W.W. Mildrum Jewel Company, was most responsible for the success of the fledgling organization. He was the longest-serving president, from 1936- 1953, as well as co-founder of the Sport Fishing Institute, the association’s sister organization for fisheries conservation established in 1949. The group that founded the American Sportfishing Association’s original organization on June 30, 1933, in Washington, D.C.

2 CULTURE OF CAMARADERIE

As their network We’ve always been an industry Fishing blends so many These values are what kept grew stronger, that’s driven to keeping a things we value—far beyond the many early industry stalwarts passion for fishing alive and prosperity of our businesses tinkering in their garages businesses realized growing. Whether it’s to pursue or the economic strength of at dawn or dusk, persisting they shared interests peace or exhilaration (and our nation. It’s what gives us against all odds. And it’s a and goals they could how many sports offer both?), a chance to reflect, refocus, huge part of what has sus- we’re compelled to share the and rejuvenate in our outdoor tained us through the years. work on more sensory surge and heart-racing sanctuaries. It’s the lesson Fishing companies tra- successfully together. rush of catching fish with plan for helping our children ditionally have been family others. It’s what inspires our discover the wonders of nature. businesses. Many companies ingenuity more than anything. It’s our go-to source of fun from those early days have during our off-time with now passed on their busi- family and friends. It’s at the nesses through three or more heart of our most meaning- generations. Even staunch ful experiences because it’s competitors have formed life- what returns our attention long bonds of friendship and to what matters most. camaraderie. A strong sense of community is undeniable anytime a group of us joins to- gether for a common purpose. Today, consolidation in the industry is bringing people and companies together in much different ways, and this trend is likely to continue. Acquisitions and mergers are bringing into the mix diverse expertise, perspectives, and For much of the American Sportfishing approaches to all aspects Association’s history, the industry was of business operations. dominated by family businesses often passed on through the generations.

3 SEVEN HUNDRED STRONG

Over 80 years, we’ve evolved Our trade association not only represents us and protects our interests, it’s also a collective into a more complete trade opportunity for all of us to give back for all that we’ve been given. It’s allowed us to make a living in association in our representa- tion. Today, the American “something we love to do, and because of that we’ve been able to support ourselves, our families, Sportfishing Association TM unites not only manufacturers and enjoy a great life. ASA and KeepAmericaFishing are giving us a way to make sure the but every sector of the industry, resource is there for our sons and daughters and grandchildren. from independent dealers and distributors to rep groups, –Gary Zurn, Senior Vice President-Marketing, Big Rock Sports, LLC cataloguers, and big box stores. ” We’re now 700-strong— and growing. As always, the American Sportfishing Association is uniting our industry and leading the way for sportfish- ing’s future. We are poised for a new era, mindful of what has kept us together through Every Member Counts eight decades of change, and Throughout the American Sportfishing Association’s history, individual extending our outlook over members have had equal opportunity to influence the organization’s activities new horizons of hope. and direction through involvement on the Board of Directors and commit- tees. Board members are elected by the membership to represent different geographic regions and serve two-year terms. Scores of members also volunteer to serve on nine committees that focus on important issues such as the annual trade show, member services, and government affairs.

Today the American Sportfishing Association represents every sector of the industry, as well as other businesses with broader consumer markets in the outdoors arena. Courtesy: Duncan Garrett

4 A VOICE OF INFLUENCE FOR SENSIBLE PUBLIC POLICY

Beyond its original impetus in stabilizing a national industry during the Great Depression, the main purpose of the American Sportfishing Association—like all trade associations— is to combine the power of businesses to effectively influence relevant public policy.

5 A Voice of Influence for Sensible Public Policy ON THE FRONT LINES

Although the American Toward the end of the Sportfishing Association was 20th century—when some of headquartered in Chicago for the most consequential legisla- some 35 years, we’ve always tion affecting the industry been active in government was passed—the importance affairs, meeting with presi- of having a strong presence in dents and Cabinet members, the nation’s capital was clear. testifying before Congress, and We officially made the keeping members informed move to Washington, D.C., in about relevant legislation. 1994. Today, ours is just one As early as 1938, we had of thousands of national trade a lobbyist based in Wash- associations headquartered ington, D.C., representing in and around the capital. the industry’s interests on Two laws have been the Capitol Hill and with federal focus of our public-policy government agencies. advocacy: the Federal Aid in Sport Fish Restoration Act, primarily affecting freshwater Members Make a Difference fisheries and access to them, and the Magnuson-Stevens Individual members of the American Sportfishing Association Conservation and contribute greatly to successful advocacy on many issues with Management Act, affect- broad environmental benefits. A good example is an effort in California called Water For Fish involving sportfishing business ing saltwater fisheries. leaders, angler groups, and conservation organizations. They are working together to combine their clout to save vulnerable West Coast salmon runs that have been devastated by water diversions.

Advocacy by leaders of the sportfishing industry and conservation community led to a broad-scoped Executive Order on Recreational Fisheries signed by President Bill Clinton in 1995. (White House Photo)

Top: President George W. Bush met Above: President Richard Nixon met with an array of leaders in outdoor with a broad group of conservation recreation in 2004 at his ranch in leaders, including the vice president of Crawford, Texas. the Sport Fishing Institute (then the (White House Photo by Eric Draper) sister organization to the American Sportfishing Association) in 1970. (White House Photo)

6 A Voice of Influence for Sensible Public Policy LANDMARK LAW

No public policy has been as The idea for an excise tax An example that dem- consequential to the sportfish- on certain fishing equipment onstrates the importance ing industry as the Federal Aid was conceived as early as 1939, of our “watchdog” role oc- in Sport Fish Restoration Act, and the American Sportfishing curred in the 1990s, when now commonly called “Wallop- Association vacillated several Congress made a backroom Breaux” after its Congressional times over the next decade in deal to modify a provision sponsors. Passed in 1950, our support and opposition to that ensured excise tax monies this law is significant for two both the general concept and went into the special fund for reasons: 1) its upfront effect on specific variations of the law. fishing and boating. Congress businesses’ bottom line, and 2) Perhaps this back-and-forth essentially pilfered the fund, its long-term effect on sustain- of positions should not be making a change that allowed ing fishing opportunities surprising considering the law the tax money to go into the Courtesy: Mike Schoonveld and a healthy environment. engenders both challenges and U.S. Treasury’s general fund, Sportfishing gear manu- advantages for businesses. which can be used for any facturers pay a percentage of Because the law is reau- federal government program. their product cost in excise thorized every six years or so, We joined forces with other taxes, so it’s a law that has a di- throughout its history we’ve leading industry and conserva- rect fiscal impact on business- remained steadfast in advocat- tion groups, fighting to get es. Ever since 1984, boaters pay ing for the most sensible legal tax monies put back into the an excise tax on certain motor provisions that minimize the special fund so that they would Sport Fish Restoration Act excise taxes are boat fuels, too. These tax mon- fiscal and administrative chal- be used as originally intended. a big part of the restoration of Great Lakes ies are pooled into a special lenges to businesses and maxi- This affected hundreds of fisheries and the growth of sportfishing there—a good example of our return on fund and later matched by mize the conservation benefits. millions of dollars of the investment. According to a recent study by state fish and wildlife agencies. industry’s investments in the Southwick & Associates, sportfishing in the Ultimately this pays for much future of fishing and boating. Great Lakes went from nearly nonexistent in of this country’s fisheries and the 1950s to current world-class status for habitat conservation as well as salmon, trout, walleye, and yellow perch, generating $3 billion annually in retail sales the infrastructure that allows and supporting nearly 50,000 jobs. access to fishing and boating. For almost half its history, the American Sportfishing Association was based in Chicago, but it always had a role in national government af- fairs. The Sport Fishing Institute, its sister organization dedicated to fisheries conservation, was always based in Washington, D.C. Pictured is the previous headquarters, including a sportfishing museum and a 1-acre fishing pond, that opened during National Fishing Week in 1979. The facility was sold in 1987 so that the organization could establish a stronger presence in Washington, D.C.

7 A Tax Transformation

3 2 Using a formula that takes into account each state’s Excise taxes are collected at the initial sale and number of fishing license holders and its land and water then funneled to the U.S. Treasury for the Sport area, monies in the fund are allocated to state fish and Fish Restoration and Boating Trust Fund. wildlife agencies each year. This process is overseen by the U.S. Fish and Wildlife Service, a federal agency.

1 4 Manufacturer makes product, factoring in excise State fish and wildlife agencies match these tax tax cost into profit margin. To varying extents, monies and transform them into fisheries and the cost can be passed on to the consumer, but habitat conservation, research and monitoring this is seldom fully possible and is increasingly efforts, fishing and boating access facilities like piers difficult as businesses become more competitive. and boat ramps, and aquatic education programs. Ultimately, these monies pay for the majority of these kinds of projects all across the nation. 5 As of 2013, nearly $7.7 billion in Sport Fish Restoration Act excise taxes have been invested in improving the outdoor experience.

The Federal Aid in Sport Fish Restoration Act, signed by President Harry Truman in 1950, was originally sponsored by Congressman John Dingell and Senator Edwin Johnson. During a reauthorization process for the act in 1984, Senator Malcolm Wallop and Congressman (later Senator) John Breaux sponsored changes that greatly expanded the tax by including certain motor boat fuels. This is why the act often used to be called “Dingell-Johnson” and is now frequently referred to as “Wallop-Breaux.”

John Dingell and Edwin Johnson Malcolm Wallop and John Breaux

8 A Voice of Influence for Sensible Public Policy A SEA CHANGE

As an iconic American pastime Saltwater fisheries face In addition, eight regional Similar to our “watchdog” for generations, fishing in the different pressures given their fishery management councils role related to the Sport Fish American Sportfishing As- importance to a commercial were established by a broad- Restoration Act, we consistently sociation’s early days evoked industry; in some cases, fish scoped law passed in 1976, the represent the interests of the wholesome images of kids populations have been devas- Magnuson-Stevens Fishery sportfishing community when wiling away hot summer days tated by harvest practices such as Conservation and Management opportunities arise to influ- at their favorite fishing hole gillnetting and bottom . Act. This is the primary law ence provisions of this and on a quiet backwoods pond. Many others have simply been for ensuring the well-being of other laws and policies related This imprint on the American harvested in an unsustainable saltwater fisheries that spend to saltwater fisheries. consciousness was epitomized manner for far too long. at least part of their life cycle in the 1960s by “The Andy Saltwater fisheries con- beyond the first 3 miles of coast. Griffith Show’s” Opie and Andy servation is more complicated For the past two decades, saltwater pondering life’s lessons while because it is governed by multiple fishing activity (the number of days anglers spent saltwater fishing) grew by more than catching trout on Myers Lake. agencies at the state, federal, and 30 percent. This coincided with the Today, the way fishing international levels. In addition, recovery of popular sportfisheries such as is envisaged is just as likely to most regulations, such as those striped bass, weakfish, and flounder. include the high stakes competi- setting size and harvest limits, tion of the tournament trail or and allocations for commer- the intense adventure of seeking cial and recreational catch, large quarry offshore. The sport are set by multi-state fishery of fishing now encompasses a councils and commissions. remarkable variety of experiences, Established individually with saltwater fishing’s growing in the 1940s, three interstate popularity one of the biggest dif- marine fishery commissions ferences from those earlier days. manage and conserve coastal Public policy affecting salt- fisheries within the first 3 miles water fisheries and their habitat of the nation’s coastline. (and fish that migrate between salt- and freshwater) evolved much later than conservation measures for freshwater fish and inland waterways. It’s just been in the past few decades that an array of groups with a shared interest in promoting healthy oceans and sustainable fisheries—including our association—has successfully raised awareness of the manage- ment challenges along our coasts. Courtesy: Rip Cunningham

9 A Voice of Influence for Sensible Public Policy

For example, when the Mag- ment of coastal no-fishing areas. for a vast network of coastal nuson-Stevens Act was amended Our efforts help ensure that no-fishing zones that prohibit all in 1996, we lobbied successfully these decisions, and discussions fishing and nearly all other public Anglers Put for two amendments. One was about measures that restrict recreation. At times, no-fishing aimed at preventing access to public resources, involve areas have been proposed or Fish First by limiting fishery management an open public process, have a established in some of the most councils’ ability to allow harvest solid scientific basis, and include popular saltwater fishing areas in levels that aren’t sustainable. criteria to assess the conservation the country without a clear basis The other required the councils benefits of no-fishing areas for such extreme restrictions. to address commercial bycatch, over time. In 2008, we also Such an approach contrasts such as requiring shrimpers in worked with President George starkly with public policies the South Atlantic and Gulf W. Bush’s staff to ensure that established over the last century of Mexico to use devices that any coastal areas receiving for America’s national public reduce fish bycatch and waste. special protection by Presidential land networks. On hundreds When the act was amended Proclamation provide for of millions of acres of national The sportfishing com- in 2006, we joined with several appropriate sportfishing access. forests, parks, wildlife refuges, munity—especially angler partners to push for a provision All of these recent efforts are and Bureau of Land Manage- groups—led the drive for to improve the role of science in important because, over the last ment rangelands, public access further protections for Atlan- decisions decade, a small group of organi- and activities are considered in tic coastal striped bass and red and place limits on the establish- zations have aggressively pushed the context of conservation and drum after both species were management priorities but are nearly decimated in the 1970s not presumed incompatible. and 1980s due to intense As always, we will advocate overfishing. President George for careful conservation practices, W. Bush signed an Executive especially when fisheries are in Order establishing gamefish trouble. However, we contend status for these species in that an emphasis on broad bans to public access as a panacea 2007. This banned the com- to conservation challenges is mercial sale of these two highly a dangerous direction to take. popular recreational species Such an approach alienates in federal waters (a number many of those who have the of states already prohibit their strongest and most direct stake sale in state waters—the area in ensuring the lasting protec- within 3 miles of the coast). tion of our natural resources. Alongside the President are During and after the catastrophic Deepwater Horizon oil spill in 2010, the It also discounts the leaders representing the American Sportfishing Association took major action to help sportfishing businesses. leadership role the sportfish- sportfishing community, We surveyed retailers throughout the region to assess the economic impacts and urged the ing community has repeatedly businesses, and government Obama Administration to make federal financial assistance available to recreational demonstrated in influencing who helped make it happen. fishing-dependent businesses. We supported disaster relief legislation that included positive change for clean water, allocations for these businesses, too. We also recommended the administration develop (White House Photo by Eric Draper) a long-term compensation plan to help businesses overcome devastating losses. healthy habitat, and abundant Lastly, our FishAmerica Foundation gave special emphasis to Gulf Coast fisheries over many decades. restoration projects to assist in sportfisheries recovery.

10 A NETWORK FOR BUILDING PRODUCTIVE RELATIONSHIPS

The most all-encompassing value of being a member of the American Sportfishing Association is also the most immeasurable one. How do you enumerate the sportfishing industry’s collective clout? How do you quantify the trust between a buyer and seller that ensures you seal the deal? How do you determine the worth of inspiration that leads to a successful new business venture? All of our activities fortify the network in some way, with countless benefits coming back to us all. For many years, the association hosted three main events each year with strong networking benefits; one focused on member relations, one primarily for government relations, and the other a trade show.

11 A Network for Building Productive Relationships SPORTFISHING SUMMIT: GAINING PERSPECTIVE

Ever since 1933, the Ameri- The name change was The Sportfishing Summit can Sportfishing Association purposeful, with the notion of is the one time each year that Resounding Success organized membership a summit connoting a better the industry comes together In just its second year with a vantage point for an expanded not as competitors, but as revised format, a full 100 meetings each year where the percent of Sportfishing core business of the orga- outlook. The main idea was peers and collaborators. For Summit attendees responded nization was discussed and to transform the annual everyone in the sportfishing to a satisfaction survey rating business meeting into a more community, it’s an opportu- the event’s overall usefulness future actions were decided. as “good” or “excellent.” Breaking nearly 70 years of meaningful and productive nity for thought-provoking The positive response was tradition, in 2002 the purpose venue for big-picture and idea-sharing about our attributable to a format long-term thinking—not just future. It’s the time when we that’s conducive to the and format of the annual free-flow of ideas on business meeting was revamped about the association, but put aside the specifics of our relevant and timely and it was given a new name also the broader universe in organizations and focus on issues and inclusive of which we’re all operating. what we all have in common. partners outside the more fitting with the times: industry. Attendance the Sportfishing Summit. These changes made the venue has continued to grow more relevant to our wide each year since. community of partners, too.

12 A Network for Building Productive Relationships

A Better Vantage Point

The Sportfishing Summit gives the Board of Directors, committees, • Feature speakers from outside our community who illuminate national association members, and partners the best opportunity for networking and global issues that affect us, inspire new ideas and perspectives, and help and strategic planning to support the long-term interests of the industry guide future ventures. For example, we’ve had experts on China’s economy and the sport. Each one includes: enlighten us on that country’s development, and marketing pros who chal- • General sessions, during which key players in the industry and sportfish- lenge conventional wisdom on what motivates consumers to buy products; ing community tackle the most important issues affecting our livelihood, • Committee and Board of Directors meetings, where the activities and now and in the future. This includes topics such as trends in manufactur- future direction of the association are discussed and decided; and ing, distributing, and retailing; the changing demographics of anglers; • Seminars that provide practical information in support of better business or new developments in fishing participation; operations.

I first attended the Sportfishing Summit in 2003. After being in the retail tackle business for 10 years I thought I knew a little about the fishing business but after attending I realized how little I really knew. My only prior exposure“ to the American Sportfishing Association had been the ICAST shows; however, having the opportunity to attend the various meetings at the Sportfishing Summit really opened my eyes to all the extremely positive things going on behind the scenes. I feel the whole experience of attending the sessions, talking with many of the attendees, and just absorbing the whole scene is extremely valuable and informative. –Ken Elie, President, Outdoor Pro Shop ”

13 A Network for Building Productive Relationships WORKING CAPITAL

For many of our early years, For many years we hosted an as part of our Congressional annual Congressional recep- relations efforts, the American tion, including scores of indus- Sportfishing Association try members, policymakers, and Our Way to Say Thanks organized fishing trips on the partners, to shine the spotlight Chesapeake Bay for members of on sportfishing’s values and The American Government Congress and their staff and ad- celebrate our accomplishments. Sportfishing Affairs) and the ministration officials. This later This not only helped so- Association Future of Fishing evolved into a broader network- lidify our relationships, but also used its Na- Award, both still ing event on Capitol Hill held raised awareness of the values tional Fishing given annually. Week Capitol We also annually during National Fishing Week. our industry brings to America’s Hill reception award journalists economy and quality of life. as a venue for for outstanding Although we continue to give awards presen- contributions high priority to Congressional tations, such to promoting relations, over the last decade as the Norville sportfishing Prosser with the Homer we made the strategic decision Lifetime Achievement Award Circle award, named for an to strengthen these efforts (named for the association’s especially accomplished and year-round and turn our event- long-time Vice President of respected outdoor journalist. networking focus toward improv- ing our other annual gatherings, Pictured is President & CEO Mike Nussman with Senator John Breaux when the Sportfishing Summit he was given the lifetime achievement award in 2004 for three decades of During a National Fishing Week event in and the ICAST trade show. leadership on fisheries and sportfishing policy, including co-sponsoring 1989, President George H.W. Bush visited legislation that expanded investments in fisheries conservation and access. with Dana Pickup, Board of Directors chairman of the American Sportfishing Association’s previous organization, and Senator Bob Kasten, who received an award from the association.

Members of the American Sportfishing Association traveled to Washington, D.C., to help teach children to fish at Constitution Gardens during the 2003 National Fishing Week kickoff.

14 A CATALYST FOR BUSINESS PROFITABILITY

While there are many factors affecting business profitability that no trade association can control, we at the American Sportfishing Association are always seeking opportunities to help facilitate stronger sales and efficiencies that support a healthy bottom line. Pragmatically lending such support whenever possible is one of our fundamental roles. Some of our more direct routes for supporting business members’ profitability are producing a viable trade show, providing resources to support efficient business administration, and making relevant and timely data and statistics available for understanding markets and trends.

15 A Catalyst for Business Profitability ICAST: THE PLACE TO BE

Over more than 50 years, the Today, several thousand Over all this time, it’s That claim to fame grew American Sportfishing As- people from across the globe where lasting friendships and as a result of the New Product sociation’s trade show has come each year come together for business partnerships have Showplace competition, under many banners, from the sportfish- been formed and ICAST’s main attraction. Best the straightforward “Fishing ing industry’s fostered. It’s where of Show honors, bestowed Tackle Trade Show” to names signature annual companies and buy- upon the best new products that reflect our enthusiasm, event. ICAST is like several ers wrote their orders for the featured in the showcase, such as “Wonderful Outdoor football fields full of fishing whole year. It’s the event that can catapult product sales World” and “Super Outdoor products—the largest such sets the trends in our industry: and publicity, turning even Market.” In 1998, the show showcase in the world. the first soft baits…the first early entrepreneurs into became the International Con- But it wasn’t always that graphite rods…the first molded overnight success stories. vention of Allied Sportfishing way. In the early days of the lures…the first kid’s combos… Today the values of ICAST Trades, or simply ICAST. show, we were a “mom and it all started at the show. are different from what they pop” industry, and proud used to be. For example, the But it’s always been the place of it. We didn’t travel nearly way inventory management and to be. as much then. There was no distribution are handled has email or fax. We didn’t have dramatically changed the way smartphones to keep in touch orders are placed and fulfilled, in an instant. We just had a big making it a much more mecha- show that brought everyone nized and timely process that together once each year. occurs throughout the year.

The American Sportfishing Association’s previous organization proudly promoted its first self-produced trade show in 1958. The Hotel Sherman in Some 136 exhibitors showcased Chicago where the first trade their products for more than show was held in 1958. Today, ICAST booth space regularly sells out early and the show hosts several 2,500 attendees. thousand people from around the world—9,300 attendees in 2013 is the record. That show featured 425 exhibitors and nearly 500,000 square feet of floor space, about the size of eight football fields.

16 A Catalyst for Business Profitability

In addition, retailers Show of Strength and cataloguers are increas- The importance of having a ingly using the venue to Special Features successful trade show manifests far beyond the walls of the convention generate substantive content center. The vast majority of funds for websites and social media Three special features that add value to the ICAST experience are: that the American Sportfishing marketing. The show offers • Association uses for all its activities The New Product Showcase, which officially started in year-round on behalf of the a more efficient way to amass 1995 but had been through several previous iterations; • industry—including public- variable content, including The Chairman of the Board of Directors’ Industry policy advocacy and member product demonstrations services—comes from trade show Awards Reception, begun in 1962, and now the venue for revenues and member dues (each from the pros, than would presenting New Product Showcase Best of Show awards; and • accounts for almost half of asso- otherwise be possible. The Industry Breakfast, which became an annual highlight ciation funds). The association’s ICAST is still the best consumer shows and the in 1980, though it began in the 1960s. KeepAmericaFishingTM advocacy place, and often the only place, campaign also are becoming to exhibit and view companies’ important sources of revenue. entire product lines. It’s still The trade association and the show both serve to really the best place to debut new products and learn about ground you in why you’re in this industry. We’re an enthusiast The show has evolved products from the experts. business,“ and we love what we do, and that’s why there are so many to include businesses and It’s still a highly efficient buyers with broader reach place for conducting business people who’ve been in this industry for a long time. Without the trade into related markets, such as because so many associates association looking out for us for all this time, we’d have been those represented by outdoor are gathered in one place. apparel and accessory compa- As long as that’s the case, eaten away by counter-interests. The show reminds us of why we’re in nies or boating businesses. ICAST also will continue to this business to begin with and gives us a reason to celebrate. ICAST’s value on the be the place where the most product marketing side has valuable business relation- –Dave Pfeiffer, President, Shimano American Corporation been growing in recent years, ships are born, strength- ” largely due to a dramatic in- ened, and celebrated. crease in outdoor journalists’ attendance at the show. The opportunity for “earned” me- dia coverage can be as valuable as advertising, if not more so.

17 A Catalyst for Business Profitability BOTTOM LINE BENEFITS DATA-DRIVEN

Sometimes the little things are In recent years in particular, series of Today’s Angler reports. the big things. The American the American Sportfishing These dig deep into the data to Sportfishing Association’s #1 Association has greatly expanded highlight more specific informa- job is listening to the con- endeavors to compile statistics tion on angler demographics, cerns of its members—even related to fishing participation favorite species, and spending the challenges of day-to-day and the economic impacts of the habits. The reports give busi- business operations—and sport. These are not only valuable nesses valuable fodder for targeted finding the best ways to resolve for business planning, but also in marketing, product development, issues and help businesses In the early 2000s, we demonstrating fishing’s popular- and planning future growth. improve their profitability. created a suite of all-new discounts ity overall and asserting our We also regularly compile Looking back to the 1940s and conveniences to support economic clout—both powerful statistics related to fishing license through the 1970s, our direct operational efficiencies for assets on the public-policy front. sales, wholesale shipments and business support represented a businesses. These relate to health And they help us better target retail trends, and imports. remarkable array of assistance. and business insurance, shipping, efforts to promote more participa- Specific studies we commis- It ranged from creating the travel, banking and credit services, tion and discern broader trends sioned more recently take a look at first-ever industry standards for marketing, and much more, with over longer periods of time. anglers’ lifestyle and license-buying rod part names to compiling sales savings that can surpass member For example, we started habits, as well as issues surround- data from scores of companies to dues for most companies. an effort in the early 2000s to ing access to fishing and boating. keeping a record of delinquent More recently we’ve retained extrapolate and further analyze These are helping us understand jobbers. We made reports avail- consultants with specialized data from the U.S. Fish and how to continually refine our able on new patents and offered expertise and experience re- Wildlife Service’s National Survey efforts to encourage more people freight auditing services to prevent lated to our industry to support of Fishing, Hunting, and Wildlife- to take part in these pursuits. overcharges. All of these services individual members. For example, Associated Recreation to create a and resources were in response members have at their disposal to members’ needs at the time. experts on human resources, patents, outdoor recreation data Getting Resourceful and statistics, and the excise tax on We Can Help fishing gear and motor boat fuels. The American Sportfishing The American Sportfishing Association Association helps manufacturer- During the Sportfishing Summit members understand the Sport and the ICAST trade show, we also compiles data and statistics from public Fish Restoration Act and how to and private sources, such as the U.S. Fish comply with its legal requirements offer free instructional seminars most efficiently. We also work with to help support different aspects and Wildlife Service’s National Survey of the Internal Revenue Service to of business operations. Fishing, Hunting, and Wildlife-Associated ensure fair and consistent applica- tion of the excise tax established Recreation, conducted every five years; the by the act. We provide expert National Marine Fisheries Service’s annual consultants and resources for members and facilitate assistance Marine Statistics Survey; from the IRS; a good example is annual reports on Comparative Sports Participation Trends the special instructional seminars from the National Sporting Goods Association; and Harris we include in our annual events. Interactive’s “Favorite Leisure Time Activity Poll.”

18 A PROMOTER OF SPORTFISHING PARTICIPATION

As a leading ambassador for the values of fishing, the American Sportfishing Association has promoted participation in the sport since its earliest days. It’s a reflection of our commitment to help reinforce demand for fishing products as well as our unremitting passion for sharing the thrill of fishing with others. This role has had many facets: from administering educational programs and promotional campaigns to supporting organizations that give the industry and partners a stronger impact on fishing participation.

19 A Promoter of Sportfishing Participation MAINSTREAM APPEAL

President Herbert Hoover, a lifelong The universal allure of Skish grew in popular- angler and honorary member of the fishing makes it quite different ity to the point that in 1949 American Sportfishing Association’s from other sports. It’s inclusive an annual tournament was previous organization, lent his name to this promotion in 1973. of virtually every imaginable created, and as the game demographic group, whether became more competitive, we consider age, gender, it began to conflict with our income status, physical ability, goal of making it accessible or ethnicity. It’s a sport that to everyone. We delegated can be as much fun alone as it responsibility for promoting is shared. And it encompasses a Skish to the National Associa- range of experiences, from the tion of and Casting calm and peaceful to the ulti- Clubs in 1951, but continued to mate in intensity and exhilara- subsidize it through the 1950s. tion. This is a major asset in our efforts to spread the sport. Our early leaders could In 1986, President Ronald Reagan not have foreseen the dra- was the first Chief Executive to matic changes in American acknowledge National Fishing Week with a Presidential Proclamation, society that now jeopardize urging “all Americans to join with the appeal of fishing among anglers in appreciating and working the masses. Yet even early to conserve our priceless freshwater, on, we were focused on en- estuarine, and marine resources.” suring fishing retained its Presidential Proclamations for National Fishing Week became an status in the mainstream. annual tradition after that. In the 1930s and 1940s, our most significant related program was promoting Skish (a combination of skeet and fish), a casting game that introduced fishing to kids, made fishing tackle a year- round business, and increased visibility of the sport.

20 A Promoter of Sportfishing Participation RAISING THE PROFILE

In the 1980s and 1990s, tress Jane Seymour to military wildlife agencies and industry the American Sportfishing hero Norman Schwarzkopf— members in each state. Association was the hub for shared their renown to help The council’s efforts included a large group of public and publicize the observance and radio public service announce- private partners who steered the sport itself. ments featuring celebrities a National Fishing and By 1986, National Fishing who encouraged fishing and a Boating Week observance Week had become a nationwide variety of “Eat, Sleep, Go Fish- to national prominence. promotion, and the observance ing” promotional materials. The Begun as National Fishing was recognized for the first council also developed the Fishing Over the years, a number of celebrities, Week during the first week of time by the President of the Tackle Loaner Program to make political leaders, and other notables helped publicize National Fishing Week and the June 1979, the observance was United States. For more than trying out fishing equipment as sport itself. Ted Williams, a member of both a way to encourage fishing, a decade, we joined scores of easy as checking out a library book. the National Baseball Hall of Fame and the raise the profile on its values, partners in hosting a highly Eventually starter equipment was International Game Fish Association’s Fish- and promote the importance publicized National Fish- available for check-out at nearly ing Hall of Fame, gave out prizes provided of fisheries conservation. ing Week kickoff event for 1,000 sites across the country. by the American Sportfishing Association’s previous organization during a fishing event Each year since then, it marks hundreds of schoolchildren The council’s most at Chicago’s Comiskey Park in 1979. the time when state fish and in Washington, D.C. We significant contribution, wildlife agencies help jump- also hosted a Congressional however, was strengthening start fishing season by waiving reception on Capitol Hill collaboration between state the requirement for licenses during National Fishing Week agencies and sportfishing during the observance. for several years, uniting businesses, a connection Countless partners partners and policy-makers that was formalized when the at the national, state, and to celebrate the economic, Recreational Boating & Fish- community level, including social, and environmental ing Foundation was formed. businesses, government, and benefits fishing brings. non-profit groups, all col- In 2001, the observance laborate to encourage fishing was changed to include boat- through promotional efforts ing, and the responsibility for and events nationwide. promoting National Fishing Over the years, a number and Boating Week was turned of celebrities, political leaders, over to the newly established and other notables—from ac- Recreational Boating & Fishing Foundation. A complementary ef- fort was begun in 1991. The Sportfishing Promotion For many years, dozens of organizations worked together to put on a Left: In 1988, Vice President National Fishing Week kickoff event in Washington, D.C., where hundreds of children George H.W. Bush congratulated the Council was established were introduced to the sport. The American Sportfishing Association joined with state American Sportfishing Association’s as a non-profit affiliate to fish and wildlife agencies, federal agencies that manage public lands and waterways, previous organization for a successful the association to publicize National Fishing Week and passed and national conservation groups to give youngsters a memorable experience. along news of his most recent catches. sportfishing and coordinate Thousands of similar events took place throughout the country. efforts among state fish and

21 A Promoter of Sportfishing Participation TEACHING TOMORROW’S ANGLERS

In years past, when sportfish- In 1986, the company that long-term mentor- all kinds fishing ing businesses sought more is now Pure Fishing created the ing and development equipment and ways to contribute to efforts to Future Foundation of positive life skills boating supplies. pass on the sport, they faced to focus on increasing youth with conserva- Sportfishing busi- a dizzying array of programs participation in the sport. This tion education. nesses contributed and organizations they could organization became a non- Through Hooked generously to both potentially support. profit affiliate to the associa- On Fishing—Not programs, as well The American Sportfishing tion in 1990, providing a solid On Drugs, the In the 1960s, the American as Hooked On Fish- Association provided sound route for businesses to combine foundation pro- Sportfishing Association’s ing—Not On Drugs. options by producing their resources and target in- vided training and previous organization produced In the 2000s, instructional vestments more effectively. materials to hun- materials like these stickers the foundation began that businesses could tailor guides on how Through the dreds of outdoor for their specific promotions. an effort to integrate to host youth 1990s and 2000s, educators, sum- fishing into schools. fishing the Future Fish- mer camps, civic groups like This revived an effort we began clinics and erman Founda- Rotary and Boys and Girls as long ago as 1955, when we promo- tion’s signature Clubs, and local chapters of provided funding to the Outdoor tional program was conservation groups. Eventu- Education Project to add casting materials Hooked On Fish- ally the program was used in and fishing to physical education businesses ing—Not On Drugs, more than 30 states across the curricula. The Physh Ed pro- could tailor a program designed country, reaching around gram provided grants to physical for outreach to have a lasting effect 1 million new anglers every year. education teachers for incor- in their com- by fostering lifelong Other efforts were aimed porating fishing and boating munities. anglers. In addition at removing disincentives to instruction into their programs. to teaching all the picking up fishing. The foun- In 2009, the association basics of safe and dation carried out the Fishing dissolved its affiliation with the ethical angling, Tackle Loaner Program, Future Fisherman Foundation this program making starter equipment based on the judgment that combined widely available, and another helping the Recreational initiative called Tackle Box to Boating & Fishing Foundation provide non-profit organiza- succeed was the most strategic tions that introduced people to route for growing fishing with big discounts on the sport.

22 A Promoter of Sportfishing Participation TEACHING TOMORROW’S ANGLERS

We as an industry have been able to advance programs that help protect the resource and teach kids how to fish, perpetuating the good, wholesome values of sportfishing to the American way of life. All these efforts have contributed to our country in a major way. We do a lot of “things that other industries don’t and we should be proud of that. The sport of fishing is very good for America. It keeps families together. –Clem Dippel, Publisher, Fishing Tackle Retailer ”

23 A Promoter of Sportfishing Participation SELLING THE SPORT

For most of the 20th century, Concern eventually The website, • Marketing materials that surveys repeatedly showed became so great that in the www.takemefishing.org, are highly adaptable for that fishing was the most 1990s the American Sportfish- includes information different promotional popular leisure activity, with ing Association advocated for for people who want to purposes. Any public or 1 in 5 Americans taking part provisions in the reauthorized go fishing and boating private partner—whether a in the sport. In the 1990s, Sport Fish Restoration Act and resources for partners business or civic group or govern- this all began to change. to set aside a portion of the who want to join in promo- ment agency—can customize them Until recently, surveys excise taxes on fishing gear and tional efforts, such as: for its own specific purposes. motor boat fuels for promot- showed fishing participation • Interactive maps showing where ing fishing and boating on a The foundation’s efforts had been declining for two de- to go fishing and boating; cades. Industry broad scale. already have helped us make and conserva- The organiza- • Each state’s fishing license and great strides in modernizing tion leaders tion set up to boat registration requirements; fishing’s mainstream appeal leverage these and broadly publicizing how grappled with understanding • Tallies of community events investments is the Recreational and where to get out on the wa- the causes and what could be open to the public, espe- Boating & Fishing Foundation, ter. The most recent national done to make sure the values cially those held during the created in 1999. survey on the subject shows an of this great American pastime annual National Fishing and The foundation’s flagship 11 percent increase in fishing remained appreciable in a Boating Week observance; dramatically changing world. program is a national cam- participation, the first such Businesses realized they paign called Take Me FishingTM. shift in more than 20 years. needed to devote their at- Reinforced by media cover- tention not only to selling age in national markets, the their products—they also campaign’s many facets are needed to work together reflected in a resource-rich to sell the sport itself. But website designed to be a one- to do so effectively would stop-shop for those seeking require a large investment. boating and fishing informa- tion and tips for having safe, enjoyable, and environmental- ly responsible experiences. The idea is that this resource can remove many of the barriers to fishing and boating and give these activities more appeal Until recently, national surveys showed fishing participation had been declining for two decades. Growing concern over this trend was a driving force behind the creation of the Recreational among people who tradition- Boating & Fishing Foundation, funded by excise taxes on fishing equipment and motor boat ally have not taken part. fuels. Now, the sportfishing and boating communities are seeing their investments pay off, with recent surveys showing remarkable growth in the popularity of these sports once again.

24 A Promoter of Sportfishing Participation

Having been involved with the Recreational Boating & Fishing Foundation almost since the beginning, I’m proud of the things we’ve all accomplished together over the last 15 years. Some of the highlights that really stand out for me are things like the“ number of Americans who went boating is up 6 percent just over last year, and fishing is up 11 percent over five years. This past year, almost 7.5 million people visited RBFF’s website, which is up from just a few hundred thousand per year six years ago. These are big numbers, and they give us good reason to be excited about the future. RBFF has a new five-year agreement with Walt Disney World Resort and Disney Media Network that will give us tremendous reach through events nationwide and major media platforms. RBFF also just launched a five-year Hispanic Outreach Plan led by a marketing firm that specializes in Hispanic consumer communications. These are the kind of initiatives that are going to take our success to the next level. –Ken Hammond, CEO, The Hammond Group ”

25 Environmental Benefits for Everyone

The sportfishing and boating communities’ investments Boating & Fishing Foundation, established to promote through the Sport Fish Restoration and Boating Trust participation in these two pastimes. Fund (from excise taxes on fishing gear and motor boat Excise tax investments are supplemented by money fuels) amount to several hundred million dollars each from the sale of fishing licenses. A major funding source year. These are matched by state fish and wildlife agen- for state fish and wildlife agencies, fishing license sales cies and become a hugely significant source of revenue also generate several hundred million dollars each year for conservation and outdoor recreation. for various state conservation and recreation programs. As of 2013, nearly $7.7 billion in these excise taxes Since states began tallying them, license sales have pro- have underwritten fisheries and habitat conservation, vided about $12 billion altogether. research and monitoring efforts, fishing and boating This leadership role in conservation and outdoor access facilities like piers and boat ramps, and aquatic recreation is unique to the sportfishing, boating, and education throughout the country. Since 1999, some hunting communities (the latter has similar invest- of the money has been dedicated to the Recreational ment programs).

Every American citizen—whether they get out on the water and wet a line or raise a rifle or not—benefits tremendously from the broad contributions the sporting community makes to the lasting protection of our Great Outdoors.

26 A LEADER IN FISHERIES CONSERVATION

In the broad arena of corporate America, the sportfishing industry stands out for its longstanding commitment to protecting America’s natural assets. It’s one of the things that sets us apart. We’re in the business of conservation, and always will be, because we can’t be profitable without clean waters and abundant fisheries. But we also know from our own experiences how important healthy natural resources are to quality time in the outdoors. We’re proud of our role in making those kinds of experiences possible for others—the people who buy our products as well as every citizen who values a healthy environment.

27 A Leader in Fisheries Conservation GIVING BACK LONG-TERM INVESTING

The sportfishing community But this view doesn’t take The American Sportfishing America’s environmental gives back to the environment into account the hundreds of Association recognized the consciousness was heightened far more than it takes in catch. millions of dollars sportfish- need to invest in fisheries in the 1970s, the era when most This used to go without saying ing and boating contribute conservation in its early days, of our major environmental for so much of the American to conservation each year even before the Sport Fish laws were passed. By then the Sportfishing Association’s through license sales and Restoration Act program Sport Fishing Institute was history. For the last couple excise taxes on fishing gear was established. making its mark, earn- decades, however, a growing bloc and motor boat fuel. In 1949, industry ing multiple honors for of organizations is chipping away It doesn’t acknowledge the leaders such as Arthur leadership in conserva- at this positive impression of the immeasurable contributions Benson and William tion, including efforts angling community, and even tens of millions of anglers make Shakespeare, Jr. created in the battle to ban DDT. portraying ours as a cruel and by carrying out conservation a sister organization, the Sport In the 1980s, the institute environmentally damaging sport. projects, serving as influential Fishing Institute, to channel was an early proponent of advocates for conservation with resources to areas where fisheries acid rain prevention, too. policy-makers, and pass- needed a boost. Our early leaders Forty-five years after it ing on a respect for the recognized this was an integral was created, the Sport Fish- outdoors to children. part of ensuring ample ing Institute merged with fishing opportunities would the American Sportfishing be available in the future. Association and integrated A post-war boom in tackle most of its programs into The American Sportfishing sales—a jump from $35 million the latter organization. Association’s previous organization funded in 1939 to $130 million in 1947— this pamphlet the helped underscore the need. Izaak Walton League of America produced in 1983. We also produced materials to pro- mote environmental responsibility.

Our trade association should never let up on our longstanding tradition of pushing for sustainable recreational fishing. It’s very concerning that there are now too many groups painting a picture that“ all we want to do is catch the last fish. A strong stance on conservation has always been part of our platform. It’s who we are and what we stand for. It’s more important than ever for us to make our commitment to conservation clear and visible to the masses. –Dave Bulthuis, Vice President-Sales, Costa ”

28 A Leader in Fisheries Conservation SMALL GRANTS WITH A BIG IMPACT

Another valuable organiza- The FishAmerica with private landowners tion related to the industry’s Foundation gives all to enhance fish habitat on commitment to conservation sportfishing advocates a their property, and funding was started by the company solid route for strategi- research that supports major that is now ZEBCO Brands. cally targeting grassroots conservation initiatives. The FishAmerica Founda- conservation that directly No matter how the tion, created in 1983, was affects the quality of fishing American Sportfishing As- dedicated exclusively to in communities nationwide. sociation is organized, now or improving sportfisheries and It became a non-profit affiliate in the future, the Sport Fishing fishing waters. Even now, to the American Sportfish- Institute and the FishAmerica it is the only organization ing Association in 1998. Foundation have helped make with that specific mission. Over the past 30 years, our commitment to conserva- Over 30 years, the FishAmerica Foundation FishAmerica has provided tion a fundamental part of has provided more than $10 million in grants more than $10 million in our organizational culture. for more than 1,000 sportfisheries conser- grants for more than 1,000 vation projects throughout North America. sportfisheries conserva- It has helped restore prized sportfish such as bass, salmon, shad, walleye, trout, redfish, tion projects throughout and flounder. North America. FishAmerica’s first grants were small and specific, fund- Empowering ing special aerators to help channel catfish thrive in a fam- Community Conservationists ily fishing pond in Oklahoma City. More recent FishAmerica The Fish- The founda- grants include major projects America tion favors such as the removal of Savage Foundation’s projects led by success is community Rapids Dam in Grants Pass, due to its groups because Oregon—an effort that allowed basic busi- they tend to tens of thousands of salmon to ness model, have a vested once again spawn in 500 miles which involves interest in of the Rogue River watershed. providing conservation grants where in their own These images show the work-in-progress FishAmerica has had a positive results neighbor- and end result of a restoration project in major role in fish passage and are most likely. These decisions hoods. It prefers to provide Pullen Creek, part of the Skagway water- streambank restoration projects, are made by evaluating not just grants to groups that can shed in southeastern Alaska. About 2 miles reviving coastal habitats for the sportfisheries that stand to effectively combine resources of salmon habitat were previously compro- saltwater fisheries, improving benefit from a proposed project, from other partners, too—not mised by two undersized and improperly but also the community’s demon- just financial resources but also placed culverts. A $47,000 grant from the habitat and water quality in strated commitment to success. manpower. It’s not uncommon for FishAmerica Foundation made it possible to the Chesapeake Bay, working FishAmerica-funded projects to remove the barriers, restore instream habi- involve hundreds of volunteers. tat, and stabilize streambanks.

29 MILESTONES

1933 1958 1986 1993 The Fishing Tackle Manufacturers The association’s first self-produced The company that is now Pure The Sport Fishing and Boating Association and Fishing Tackle trade show debuts in Chicago; the Fishing creates the Future Fish- Partnership Council, a federal Manufacturers Institute merge signature annual event continues erman Foundation to promote advisory committee made up of to become the Associated Fishing to this day. sportfishing participation among public and private representatives, Tackle Manufacturers. youth. It is transferred as a non- is established to make recom- 1961 profit affiliate to the association mendations to the Secretary of 1949 in 1990. the Interior on sportfishing and The association’s name is changed boating policies and programs. The Sport Fishing to the American Fishing Tackle 1990 The American Sportfishing Asso- Institute is created as Manufacturers Association. ciation has served in a leadership a sister organization The Future Fisherman role on the council ever since. to the association to 1979 Foundation becomes a support fisheries con- non-profit affiliate to the association, 1993-94 servation and science. The annual nationwide observance dedicated to increasing sportfishing of National Fishing Week—changed participation. The association’s name is changed to the American Sportfishing Associa- 1950 to National Fishing and Boating Week in 2001—commences and tion. The Sport Fishing Institute, 1991 the long-time sister organization, The association supports legisla- continues to this day. The Sportfishing Promotion is dissolved and most of its functions tion enacted to establish an excise are integrated into the association. tax on fishing gear, an 1983 Council is established as a non- investment in the profit affiliate to the association future of all industry The company that is now ZEBCO to publicize the sport and organize 1998 members. Brands creates the FishAmerica members of the industry for efforts Foundation to support sportfisheries to increase public interest in fishing. The FishAmerica Foundation conservation. It is transferred as a becomes a non-profit affiliate to non-profit affiliate to the associa- the association, providing grants tion in 1998. for sportfisheries conservation throughout North America.

30 1998 1999 2009 ASA Today The Sportfishing Promotion The association enters the The association dissolves its affili- Council is dissolved as an affiliate outdoor consumer show arena, ation with the Future Fisherman and its functions and programs purchasing a majority interest Foundation so that it can focus its are integrated into the association. in three shows produced by Fred investments on the Recreational We are the national trade This is part of a broader effort Hall & Associates in southern Boating & Fishing Foundation’s association representing all to streamline similar efforts and California (later consolidated programs to boost fishing partici- focus investments under the soon- into two shows). pation. sectors of the sportfishing to-be-established Recreational industry, with 700 members. Boating & Fishing Foundation. • 2006 2012 We are governed by a Board The association purchases three The association expands its of Directors elected by the outdoor consumer shows in the consumer show partnership with association’s membership, Northeast, partnering with Eastern Eastern Fishing and Outdoor and also directed by nine 1999 Fishing and Outdoor Exposition, Inc. Exposition, Inc., establishing the committees made up of Chicagoland Fishing, Travel & member-volunteers. The Recreational Boating & 2008 Outdoor Expo. This brings the • Fishing Foundation is established association’s total ownership of Our main departments include to promote participation in these consumer shows to six. two pastimes. It is not an affiliate The association launches a web- member services, trade show, based advocacy campaign called government affairs, consumer to the American Sportfishing TM Association, but the two organi- KeepAmericaFishing as a way for 2013 shows, and communications. zations, along with the National anglers to have more of an impact • Marine Manufacturers Association on public policies and programs The association KeepAmericaFishingTM, part and state fish and wildlife agencies, that affect the sport of fishing. The and the American of our government affairs campaign is significantly refined work shoulder-to-shoulder. Trade department, is a web-based and relaunched in 2010. Association agree to co-locate their annual trade advocacy campaign created to shows; the first joint trade show give anglers a stronger voice is held in Las Vegas in 2013. in public policy-making. • The FishAmerica Founda- tion remains a non-profit, grant-making affiliate to the association dedicated to sportfisheries conservation. • The Recreational Boating & Fishing Foundation is a separate organization, but one with which we are closely engaged to promote sportfishing participation.

31 NEW HORIZONS

As we navigate a course for the future, the American Sportfishing Association is staying true to the commitments that have defined us throughout the evolutions of our 80-year history. As our story demonstrates, we adapt and refine our efforts in response to both the urgent and long-term needs of the industry. The most important results we’re presently focused on achieving are: 1. A diversified and active member base 2. A resonating voice of influence to protect the sport and the industry 3. More anglers enjoying better quality fishing experiences

American Sportfishing Association Board of Directors - 2014

Executive Committee Terry Pederson, Vice President of Sales, Daiwa Corporation Gregg Wollner, Chairman; Executive Vice President, Rapala Jeff Pontius, President, ZEBCO Brands Dave Bulthuis, Vice Chairman; Vice President-Sales, Costa Paul Schluter, President, St. Croix Rods Donn Schaible, Secretary; President, Wright & McGill Co. Aledia Hunt Tush, President, CB’s Saltwater Outfitters Peter Foley, Treasurer; President, Boone Bait Company, Inc. K.C. Walsh, President, Simms Fishing Products Jeff Marble, Immediate Past Chairman; President, Marble, LLC Nick Wiley, Executive Director, Florida Fish and Wildlife Conservation Comm. Dave Pfeiffer, At-Large; President, Shimano American Corporation Gary Zurn, Senior Vice President-Marketing, Big Rock Sports, LLC Members Ex-officio Members Thom Dammrich, President, National Marine Manufacturers Association John Doerr, President & Chief Executive Officer, Pure Fishing, Inc. Kirk Immens, President, Sportco Marketing, Inc. Ken Hammond, CEO, The Hammond Group Martin MacDonald, Director of Conservation, Bass Pro Shops Tom Rolls, Senior Merchandise Director-Fishing/Power Sports, Cabela’s, Inc. Chris Megan, Publisher, On The Water, LLC

32 New Horizons PRIORITY #1: A DIVERSIFIED AND ACTIVE MEMBER BASE

Our viability as an organiza- But there’s a lot more to The following are areas of tion is grounded in represent- growth than just numbers. targeted growth in the future, ing the full cross-section of the Our effectiveness is dependent either by expanding our mem- industry. For many years now upon the trust and activism of bership or strengthening our al- the American Sportfishing As- our members. We earn trust liances—and in some cases, both: sociation has united members by understanding and being • We’re creating more formal from every industry sector, and responsive to your interests ties to the fly fishing segment. there’s still room to grow in and needs. We cultivate that The success of the first-ever these traditional areas. We’re understanding by being good combined trade show with the • We’re bridging the industry also fanning out from our core listeners and reaching out to American Fly Fishing Trade and sportfishing advocacy membership to bring in new, gain from new perspectives. Association in 2013 was a clear groups to give us more di- related businesses and organi- We respond by involving indication of the potential rect links to anglers and zations that give us a strategic you in developing the best benefits of more unity. great potential to become advantage in advancing our ways to apply what we learn. an even stronger voice of other priorities described here. That’s our general approach • We’re forging stronger influence in the future. for continually refining our alliances with boating busi- member services so that we not nesses, especially through our • We’re gaining resonance only retain members but also respective industries’ involve- from outdoor journalists appeal to new ones. It’s more a ment in the Recreational and marketing firms that matter of quality than quantity. Boating & Fishing Foundation. are increasingly joining our We also recognize that a Boating companies have membership and participating membership that is well-served is been joining our ranks in in the ICAST trade show. They more likely to be active—the key growing numbers, too. are vital parts of our growing to our organizational vitality and community, with valuable • We’re appealing to new the strength of our collective in- roles in promoting our members from businesses with fluence. Particularly through the products, the sport of fishing, broader consumer markets, programs embedded in our other and fisheries conservation. such as accessory and apparel priorities described here, we’re companies, and others whose • We’re taking part in broad empowering every member with products are commonly part partnerships among state opportunities to take a substan- of the outdoor experience. fish and wildlife agencies, tive role in shaping our future. This in turn can help boost federal agencies that manage retailer representation. public lands and waterways, and non-profit conservation groups to advance mutual goals, such as encouraging outdoor recreation.

33 New Horizons PRIORITY #2: A RESONATING VOICE OF INFLUENCE TO PROTECT THE SPORT AND THE INDUSTRY

A diversified and active mem- At the same time, some These kinds of trends are That’s the concept that bership base is a fundamental recent policy decisions also what prompted us to undertake led to the development of aspect of growing our rallying seem to reveal that more and an extensive effort to improve KeepAmericaFishingTM to serve power. Another is the American more of our political leaders the industry’s advocacy func- as the voice of the American Sportfishing Association’s new may view the sportfishing con- tion. The ultimate goal is to angler. KeepAmericaFishingTM web-based advocacy campaign, stituency as expendable. A part create a vehicle to more effec- debuted in 2008 and was signi- KeepAmericaFishingTM. It gives of this seems to be a perception tively mobilize the industry and ficantly refined and relaunched us the means to modernize our that our collective liveli- anglers together as a more for- two years later. The website, approach to public-policy advo- hood is a hobby rather than a midable and influential force. www.KeepAmericaFishing.org, cacy and take it to a higher level. profit-driven industry like any gives anglers the means to easily other, with significant impacts engage on specific issues that on jobs and the economy. affect them and make their Meanwhile, longer-term interests known to policy- issues such as a changing makers. It also gives us a way to climate, growing demands be more targeted in our advocacy on water supplies, and the worldwide animal rights Especially over the last decade, movement have even more as the unfounded push for potential to fundamen- the establishment of coastal tally undermine the industry’s no-fishing zones demonstrated prospects in the years ahead. all too clearly, the impacts of public-policy decisions on sportfishing businesses have become far more direct and dramatic than they’ve ever been in our past.

34 New Horizons at the state and local levels of government. With business lead- ers providing crucial resources to get the effort off the ground, the network includes more than 1 million anglers so far. We can be sure that those who oppose or under- value sportfishing are going to make their voices heard. We need to make sure our voice is what resonates. Our ventures into owner- Over the last 15 years, the American Sportfishing Association has purchased majority interest or ownership in ship of consumer shows in several consumer shows; we now have two in California, three in the Northeast, and one in Chicago. strong fishing markets provide These are giving us new ways to engage with anglers and raise revenue for public-policy advocacy. another vehicle for publiciz- ing KeepAmericaFishingTM and reaching anglers directly. Both the advocacy campaign and consumer shows can provide significant new revenue streams that strengthen our capacity to protect our shared interests, now and in the future.

My number one priority as Chairman of the Board of Directors of the American Sportfishing Association is to establish and grow KeepAmericaFishingTM. We must“ unite the anglers in this country to stand up for our rights and preserve our sport. We need to mobilize the 60 million anglers in this country and ASA is the only organization that can accomplish this on a national level. –Gregg Wollner, Executive Vice President, Rapala ”

35 New Horizons PRIORITY #3: MORE ANGLERS ENJOYING BETTER QUALITY FISHING EXPERIENCES

As the American Sportfish- The combined effect of the This is yet another way Our legacy of leadership ing Association’s history shows, sportfishing industry, boating we’re maximizing modern in conservation also will the times we’ve accomplished industry, and state agencies approaches to improve upon not waver. We will keep our the most have been when we’ve working together to promote longstanding objectives. commitment through our own brought people together and good days on the water is what The Recreational Boating & FishAmerica Foundation as coordinated efforts that previously led to the uptick in participa- Fishing Foundation is carefully well as our collaboration with had been disjointed or unsys- tion we now see for the first discerning the customers of government agencies entrusted tematic. KeepAmericaFishingTM time in more than two decades. tomorrow and the best ways with ensuring the health of is a good example of our That could not have hap- to reach out to them today. our fisheries and waterways. latest effort to do just that. pened without our vigilance We’re particularly encour- Our success is tied to theirs, Another example from in recognizing the trend and aged by new initiatives focused and it’s in our best interest our history is the Sportfishing taking the painstaking actions on engaging the Hispanic to do all we can to ensure the Promotion Council’s suc- that led to the establishment community. We will carry effectiveness of government cess in forging productive of the Recreational Boating on our close work with the programs for both conserva- relationships among members & Fishing Foundation and the foundation, as we have all tion and outdoor recreation. of the industry and state major new sources of fund- along, to keep moving forward. fish and wildlife agencies to ing that support it. It now advance mutually beneficial represents the most extensive goals. Those relationships and sophisticated undertaking are a big part of the success of focused on increasing outdoor the Recreational Boating & recreation in the world. Fishing Foundation today.

36 LAST WORD

It is a privilege to lead the The world’s going to American Sportfishing change and we’re going to Association, especially at this change right along with it. time when these promising But we’re also going to make pathways for strategic growth sure that sportfishing, and are unfolding. We need to stay the businesses that support it, clear, focused, and on course will endure as a prominent to reap their full benefit. part of American culture. You can be sure that in the future, we’ll continue to be directed by the industry and well-managed by your Board of Directors. As always, we’ll focus on the long-term trends Mike Nussman that could affect you in the President & CEO future and address immedi- December 13, 2013 ate matters of the day, too.

Special thanks to the following for providing images for use in this publication: Arbogast, Boone Bait Company, Costa, Eagle Claw, Frabill, G.Loomis, Great Lakes Fisheries Commission, Heddon, Hobie Cat Company, National Marine Fisheries Service, Plano Molding Company, South Bend Sporting Goods, Rapala, Recreational Boating & Fishing Foundation, Shakespeare, U.S. Fish and Wildlife Service, Water For Fish Campaign Produced by Glint Communications and House of Stout