A Letter from the ISE Show

I wrote to the ISE show chairman to express my concerns about future shows
in San Mateo, CA., here is what they wrote back.
It does make sense.
fwiw,
-tom

Their response:

Thomas--

Brian forwarded your email to me for response.

In essence, the San Mateo market has been changing for a decade, on many
levels, from the introduction of smaller but competitive events to
consolidation in the fly-fishing industry, to an increasing number of
sportsmen, especially hunters, it seems, leaving the area or hunting!
Bay-area fly folk, too, seem to be aging, and recruitment seems to be lower
than in our other markets.

To adapt, we've changed San Mateo's dates to get off Super Bowl weekend, and
have purchased an increasing amount of advertising, even as we've tried to
find the best media mix. We've increased our direct-mail program (more
names, new lists), and our emailing efforts. We've also broadened the
content in the show, in an attempt to both attract new customers and give
existing customers something more and different to experience. Such new
offerings include cooking demos, splash dogs, GPS training, knot-tying
theater, more youth activities, and an outdoor-survival expert. None of
these conflicts with our traditional offerings, but enhances them, in our
opinion.

At the same time, we've beefed up our fly-fishing content: a second theater,
another casting event, more celebrities, more younger fly folk (give them a
leg up). We've asked for help from local gurus (Dan Blanton, Ken Hanley),
and done what they and their Web followers suggested.

While the San Mateo ISE is still the area's largest sportsmen's show, we
have consolidated it into the two largest halls. Our goal was, as we've done
in several of our other events, to mix fishing and hunting in the same
halls. Two of our most-successful shows, Denver and Salt Lake, were
re-energized by such a design. Partly we've had to do this because there
were fewer fly-fishing factories.

Still we are working even harder to rent booths to manufacturers, retailers,
lodges and outfitters, but it is their decision whether or not to become an
exhibitor, whether they want to reach one market or another, or whether
they'd rather do a shorter-duration show (after all, reps are tired of doing
shows, and they make the call, because they are the factory's local contact)
where they pay less, and only see fly folk. The ISE has attracted more
fly-fishing enthusiasts than a fly-only show, but our general sportsmen's
show format means we attract non-fly anglers, too. And there are more of
them than fly folk. Many fly-fishing exhibitors have told us that they don't
want to be bothered by non-fly folk. Okay. Again, that is their choice.

Going to a fly-only show, with relatively few exhibitors, in a smaller
space, and seeing only fly folk, gives both the attendee and the exhibitor
the initial impression of "Wow, what a great show." But ISE is a general
sportsmen show, in a larger space, and therefore our attendance must be huge
to give the same feeling of "wow." Some shows accomplish that.

ISE's job is to grow by growing the industry. We do that by spotlighting and
promoting many aspects, not just one. Still, on a dollar-to-dollar basis,
we've always spent more on the fly-fishing segment than on general fishing
or hunting, both of which are much, much larger industries. Yet, the San
Mateo show had a history of catering to fly-fishing, so we spent the
dollars.

As I see it, the issue is that loyal folks remember the San Mateo show from
when the fly-fishing industry was much larger, or more successful or, at
least, more of a fraternity. Then, San Mateo had more of a fly-fishing
focus. Once, we were the only game in town.

But every product has a life cycle; every market evolves. The San Francisco
market has changed, the fly-fishing industry has changed and, therefore, so
has the show. We are trying to make it the best it can be. If you want to
see certain fly-fishing manufacturers at the San Mateo show, I strongly urge
you to email and tell them. Have your friends do the same. Other than you
wanting them there, why should the fly factories come? Because they will
acquire new customers at the ISE, and many fewer at a fly-only show. That's
our position.

Perhaps this is more than you wanted to hear, and not what you wanted to
hear, but I wanted to take the time to give you details. Again, we can only
do so much. The industry chooses its own way. Maybe the sportfishing portion
of the ISE will continue to grow, and only a few fly-fishing factories will
exhibit. Even in our largest, fastest-growing shows, and in huge sportsmen
shows in other markets (Oregon and Washington), the fly-fishing factories
are choosing not to exhibit.

We are open to any ideas you or your buddies might have.

Thanks for listening, and for your past loyalty.

John Kirk
Director of Communications
ISE

On Mar 1, 7:18 am, "Tom Nakashima" wrote:
I wrote to the ISE show chairman to express my concerns about future shows
in San Mateo, CA., here is what they wrote back.
It does make sense.
fwiw,
-tom


I thought the Pleasanton show was much better.

Mu