The New Orvis, Sales Pitch or Substance?
HAVE YOU SEEN THE STICKERS THAT READ: PROUD NOT TO BE AN ORVIS ENDORSED GUIDE, REAL GUIDES SUPPORT REAL FISHING COMPANIES?
Well, Orvis has. I was surprised to see the sticker at the Orvis headquarters in Manchester, Vermont, and even more surprised to hear Orvis executives discussing it openly, and even take responsibility for for the perception that lead to its creation. Orvis has an image problem and they know it.
The problem started where so many do, at an ad agency. In the 1980s Orvis was having great success with its lifestyle stores. It was no longer just a fly fishing company. It was a fly fishing/hunting/lodge/clothing/home decor/dog bed company. That’s quite a lot for agency account executives to get their heads around.
Orvis was rebranded under the label ‘distinctive county living,’ and the hundred-thirty year old brand that embodied fly fishing to many anglers was folded into something that felt immediately phony to serious anglers. Suddenly the men and women at Orvis, who had spent their careers creating innovative, high quality fly fishing gear, were the picture of uncool.
“That phrase sets my teeth on edge,” Tom Rosenbauer tells me.
It’s a very rare thing for a company the size of Orvis to get their heads around this kind of problem. The more common corporate response involves drinking a lot more Kool Aid and doing some vigorous, if unwarranted, back slapping. The fact that Orvis sees the problem speaks volumes.
So what’s changing at Orvis?
It’s pretty easy to see that the face of Orvis is changing. The company was the first in fly fishing to embrace internet marketing and social media. With the creation of Orvis News and Orvis Fly Fishing Podcast the hundred-fifty year old brand proved it could still lead the pack when it comes to innovation.
“Tom Rosenbauer has done something truly great here that transcends the conventional customer-retailer relationship. He has built a community around his podcast and I believe our listeners feel he is more like a fishing than a brand representative.”- James Hathaway of Hathaway Communications. (Read the full interview @ Trout Underground)
The look of Orvis has changed as well. Images and design in the company’s ads and branding are fresh and young. Gone are the silver-haired, pipe-smoking country gentlemen who rode the company’s image, among hard core anglers, into the ground. Rod tubes show off flashy graphics and Orvis ball caps flaunt the likeness of carp. This is definitely not your father’s Orvis, at least on the surface.
But what’s really going on? Is the man behind the curtain an advertising executive or a rod maker?
What I saw at the Orvis plant and headquarters surprised me.
Read More »Sunday Classic / Facebook, A Matter of Life and Death
Just What the Doctor Ordered Photo by Louis Cahill
“Gone Fishing! Great way to start the New Year with a little father / son outing.”
That’s what Harry Murray’s Facebook status read on New Year’s day. I was thrilled, and confused. You see, I had heard through the fly fishing grapevine the Harry had passed away. For those of you who do not know, Harry is the Dean of Virginia fly fishing. Although I don’t know Harry personally we have a lot of connections. His fly shop in Edinburg, VA opened in 1962, the year I was born. My grandfather knew Harry and frequented his shop back when it was a pharmacy. (Harry is a pharmacist who ended up in the fly fishing business.) I still have some of Harry’s flies in the old pill bottles he used to pack them in. It was Harry who introduced my good friend Gary Lacey to bamboo rod making. Gary is now one of the best rod makers in the world and taught me to make rods fifteen years or so ago. When I heard that he had passed I couldn’t believe it. I just wasn’t ready for a world without Harry Murray.
It made me think of the morning last year when I answered my phone at eight a.m. To hear my good friend Andrew Bennett, breathless on the other end. He wasn’t really talking and it was clear something was wrong. It spooked me because Andrew is as tough a guy as you are likely to meet. Not easily shaken up. “Are you alright?”, I asked. “yeah, I’m fine now that I hear your voice”, Andrew replied. Now, Andrew and I are friends but I’m not used to getting “that kind of call” from my fishing buddies so I was a bit puzzled. Turns out, someone had seen a photo of mine on Andrew’s blog and sent him an email saying, “hey, did you hear Louis Cahill died?” it’s a long story but here’s the gist of it.
Read More »Saturday Shoutout / Fishing Poet, The Things We Carry
MATT SMYTHE, AKA, THE FISHING POET HAS BEEN ON A BIT OF A SABBATICAL.
He’s back now. With this beautiful, introspective essay written on a receipt trip to the Tongass National Forest in Alaska. Matt’s ride in the De Haviland Otter takes him not only the wilds of Alaska but, figuratively speaking, back to where he belongs.
This is a heart felt piece from a man wrestling with the ceaseless change of life, family and the things we carry. There’s a lesson here for each of us and some deeper understanding of why we pick up the rod and head to the river. We’re glad you’re back Matt. You’ve been missed.
CHECK OUT “THE THINGS WE CARRY”
Read More »Quick-Cast Rigged Rod Transport System
Let’s face it, not all of us have pickup trucks or large SUVs capable of safely stowing away our prized fly rod on the go (pre-rigged). If you’re the run and gun type, or you despise having to stop every 100 yards during remote hike-ins to and from the water to de-snag your leader or fly line, the Quick-Cast Rigged Rod Transport System has the potential to suit you well.
At this year’s IFTD show in Las Vegas, the LT Series Transport System by Quick-Cast, took home the Best New Fly Fishing Accessory Product Award, and with a little practice using this simple system, you’ll be able to setup or stow away your pre-rigged fly rod in 30-45 seconds. Like it or not, the Quick-Cast system is an innovative product. I actually think it’s a pretty cool concept for the fly angler that feels the need to always have a rod ready to go at all times (in the back seat or on the dash) or the die-hard combat fisherman that finds themselves bushwhacking to remote sections of water regularly.
Read More »Sunday’s Classic / 4 Reasons Waterfall Plunge Pools Can Hold Trophy Trout
There’s few things I love more than fly fishing a small stream and stumbling upon a steep vertical waterfall, that has a deep plunge pool at its base. Waterfalls like the one pictured above are pretty rare on small streams, but if you’re lucky enough to locate one of these gems, you could very well next find yourself hooked up to one of the biggest trout in the entire stream. Below are four reasons why I feel waterfall plunge pools are great places to look for big trophy trout on small streams.
1. TONS OF FOOD GETS WASHED OVER WATERFALLS, ESPECIALLY DURING HIGH FLOWS.
Large amounts of food (like tiny fish, aquatic insects, crustaceans and amphibians) are constantly being swept over the falls. In many cases, it provides a steady enough stream of food that a big fish will take up residence, and won’t be required to leave the plunge pool to fulfill its daily food requirements.
Read More »Saturday Shoutout / Koz’s Steelhead Kandy & TFM 12 Days of Xmas
Today’s fly fishing Saturday Shoutout on Gink & Gasoline, we spotlight Brian Kozminski’s signature Great Lakes Steelhead Kandy. If you like surfing the web for fly fishing related content, you’ve probably run across Michigan fly fishing guide and veteran blogger, Brian Kozminski many times in the past. Brian is highly active in the fly fishing scene, an all around friendly dude, and a very talented guide and fly tier. There’s nothing not to like about this Brian and I love that he’s stayed humble despite his huge following.
When I ran across Koz’s Steelhead Kandy fly pattern, I immediately wanted to showcase it on the G&G website. This proven Great Lakes steelhead fly pattern tied by Brian, is special for a number of reasons. First, it’s extremely easy to tie. So easy, in fact, a first-time fly tier could manage the tying recipe), but it’s also extremely durable and versatile enough that the attractor pattern can be downsized to catch trout and other species. I’m in the process of tying some of these guys up right now, and I’ll be getting them wet later this week.
Check out the Step-by-step fly tying tutorial for all the details on this great fly pattern.
Read More »The TFO Mangrove Saltwater Fly Rod
WE CAUGHT UP WITH BRANDON POWERS FROM TFO AT IFTD THIS YEAR AND HE SHOWED US THE NEW MANGROVE SALTWATER FLY ROD.
TFO charged Flip Pallot with designing the fly rod he wanted to put in his client’s hands and the Mangrove was the result. A smooth action rod that anyone can cast. The perfect balance of power and presentation.
I was impressed with this rod and took one to the Bahamas on my last trip. It was a joy to fish. You can read about that (HERE), but make sure you click on the full post.
In this video Brandon gives you the lowdown on the new Mangrove fly rod.
Read More »Bahamas 2 Fly Free special
IF YOU’VE BEEN THINKING ABOUT MAKING A RUN FOR THE BAHAMAS TO DO A LITTLE BONEFISHING, NOW IS A GOOD TIME.
The Bahamian board of tourism has extended its “2 fly free” program through June 30th 2014. This is a great way to save some serious cash on a Bahamas vacation. I’ve done it twice now and it’s a sweet deal. Here’s how it works.
Stay 4 nights at a participating hotel on any of the Bahamian out islands and the price of the flight (for 2) from Nassau to the island comes off the hotel bill. Stay 3 nights and get one free flight. That’s around $150 per person.
All you have to do is book your trip by June 30th 2014 and travel by October 31st 2014. Black-out Dates: December 22nd – 31st, 2013 & March 4th – April 14th, 2014. You can find more info (HERE) or call Bahamas Tourism at 1.866.689.5505
Of course, we still have a couple of spots open in our G&G Andros South trip with Simms and Thomas & Thomas April 19-26! If you want to enjoy the world’s best bonefishing with the islands’ best guides and get some free gear from Simms and T&T you should act fast. It’s going to be awesome. Email us at, hookups@ginkandgasoline.com today.
Read More »Sunday Classic / Light Where You Need It
THE SUN HAS DIPPED BELOW THE HORIZON AND THE EVENING CHILL IS IN THE AIR.
You’ve got maybe thirty more minutes to fish if you push it. The hatch is on and you can hear fish rising all around you as you struggle in the waning light to change your fly. The fish keep rising and so does your blood pressure but the eye of the hook continues to evade you.
That sounds familiar doesn’t it? I know my eyes aren’t what they used to be. I’ve used a clip on head lamp for years but it frustrates me. When I lift my head to look through my bifocals the light is shining over my hands and I always feel like I’m spooking fish with that lighthouse on my hat. Then I saw my niece and nephew playing with their Christmas stockings. They had the answer to my problem. Finger lights! They slip right on to your finger with an adjustable elastic band and put ample light right where you need it to tie on flies. Best of all they’re super cheap. Seven dollars for a pile of them so who cares if you dunk them in the river and if you happen to find yourself at a rave on the way home, you’re set! Just add XTC.
Read More »Saturday Shoutout / Michael Kilkenny’s Wake
A while back I shared a wonderful story by Jon Tobey called “To Die With A Human Heart.”
I was not surprised that it met with resounding approval. Jon is a talented writer with a unique perspective on fly fishing. I always enjoy his yarns and I thought this holiday weekend would be a great time to share another. An ongoing serial titled “Michael Kilkenny’s Wake.” A tale of wayward Irish anglers on the stream and in the pub. Light a peat fire and pour a pint and take a wee trip to the island with Jon.
“MICHAEL KILKENNY’S WAKE”
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