MFI Launches Fly-Fishing Show, Magazine

The miller Freeman Sports Group has launched two new properties targeted to the specialty fly-fishing market: Fly-Fishing Retailer World Trade Expo, to be held in Salt Lake City, Utah, September 10-12, 1998, and Fly-Fishing Retailer, a quarterly publication that will include a show issue. Additionally, Miller Freeman has signed a five-year endorsement and funding agreement with the American Fly-Fishing Trade Association (AFFTA).

This new property will be targeted and focused toward the high-end specialty fly-fishing trade marketplace, including retailers, manufacturers, distributors, outfitters and reps.

"We are excited about this opportunity," says David Loechner, Miller Freeman trade show director. "We have a long history of helping specialty outdoor associations grow through trade show partnerships.

"We're investing our time and energy in this effort and plan to be a strong, active partner in the show's success," he continues. "Fly-fishing is a dynamic, highly focused specialty sport and our 19 years of specialty market expertise will bring increased growth and development."

AFFTA board member Bob Marriott of Bob Marriott's Flyfishing Store in Fullerton, Calif., says Miller Freeman has a strong, proactive philosophy for growing businesses and working as a partner with manufacturers and dealers. "They know that if they help the fly-fishing industry grow, the show will grow and we will all benefit," says Marriott. "I expect that 80 percent of the country's rod and reel manufacturers will focus on this event exclusively."

As we went to press, leading manufacturers such as Ex Officio, Patagonia, R.L. Winston Rod Co., Sage Manufacturing and Simms Fishing Products have already said that this will be their exclusive fly-fishing trade show for the year. Estimated first year attendance is 1,500 to 2,000 buyers and more than 400 companies in an estimated 750 booths.

For more information about the trade show or publication, call Fly-Fishing Retailer at 714/376-8135. —Kathleen Rose