Pure Fishing: new showroom allows us to showcase brands throughout the year

Pure Fishing – the largest tackle company in the world – has revealed why it has opted out of ICAST.

Jon Schlosser, Pure Fishing’s Chief Brand and Product Manager (right), told Angling International that it would be using its brand new showroom at its Charleston, South Carolina headquarters for corporate, media and customer business events.

What does the new showroom offer to the Pure Fishing business that ICAST cannot?
The showroom gives us a venue to showcase our brands throughout the year rather than just one week. This enables us to meet with key partners when the timing is right for our business.

How difficult was the ICAST decision bearing in mind your past association with the show?
We will continue to have a significant relationship with the American Sportfishing Association (ASA). Of course, we recognise that our lack of attendance will have some impact on ICAST, but this is a business decision that is a reflection of our desire to do the right things for our customers and, ultimately, the anglers who use our products. 

Is this a final decision? Is there a chance of a return to the show?
We always take into consideration any event or vehicle that allows us to improve our relationships with important audiences like our customers and partners in the media. 

How does the decision affect your relationship with the ASA?
From our perspective, we will continue to maintain a positive relationship with the ASA.

What were you looking to achieve with the showroom?
The showroom gives us a venue to showcase our brands throughout the year to customers and media. We are able to hold dynamic meetings with partners when it best suits our needs. We are excited about it, and the events we have hosted have been successful and well received. 

Is quitting ICAST the right decision? Media has its say

Angling International asked three well known US fishing journalists and ICAST regulars about Pure Fishing’s decision and its affect on the industry.

Terry Brown (left), of Wired2Fish, applauded the move. He told Angling International: “It is both an investment and financial decision and I applaud a new idea and approach. Pure Fishing has a new complex where it can showcase and release new stuff when they want to as opposed to ICAST.

Although it may not be a big blow to the ASA, the rumblings could cause others to look at the importance of shows moving forward. It may encourage them to assess what they spend there and consider if it could be better utilised getting their products in front of the buying public. Time will tell.

“Everyone talks about the importance of trade shows, but they are on the wane. I remember when we used to sell at these events, but it is now more ‘show and tell’. Local shows are also losing steam due to costs for facilities and booths.”

Ken Duke (right), former Senior Editor of B.A.S.S. Publications and Managing Editor of Fishing Tackle Retailer, admitted: “It was a surprise to hear the news. Usually, we are talking about the elephant in the room. This time it is the elephant not in the room.

“When the company with the biggest footprint in the industry and on the show floor opts out, that has got to sting. It’s a hole that can be filled with several smaller booths, but it’s a company that cannot be truly replaced.”

Duke added there was a risk that other companies could follow the Pure Fishing model. “We are a copycat industry. If other manufacturers think it could work for them, they will jump on the bandwagon. It’s viable for firms with offerings broad enough to interest buyers and media and with deep pockets to host them. Savvy smaller companies could work together to do the same thing – assuming it works.

“ICAST is still the biggest trade show out there and its important to a lot of people. No one should ever blame ASA or ICAST if they had a bad show – it is exactly what you make it.

“However, it’s the nature of the business to evolve and we are in the middle of fast-changing times. Eventually, getting large numbers of people to one location for several days to see new products will be a losing effort.

“Someone is going to figure out a way to put on a high quality virtual event and I look to the CES tech show to get there first. After that, ASA or someone else will bring it to the fishing community and that will become our new normal until it too is replaced by something deemed more effective for a time in the future.”

Duke currently works as a consultant, focusing on expanding the brand awareness and market profile of small to mid-size manufacturers in the American market.

US freelance fishing journalist Keith Jackson believes Pure Fishing has made a mistake by opting out of the world’s biggest trade event. “It won’t hurt ICAST unless other big companies follow suit. If they do, smaller retailers and dealers will have to turn elsewhere. That could be the end of ICAST in its grand version and could put the focus on regional and distributor shows.

“Currently there is nowhere better to meet and inform the sportfishing industry than ICAST. Buyers and industry people will still go, whether Pure Fishing is there or not. Will those same people be willing to spend extra time and money to visit the new showroom?

“ICAST’s strength is in its support of the smaller companies – the independent retailers, manufacturers who offer a limited production line and the media who need to see the new products on offer.

“Where else can smaller retailers get a chance to talk to and buy from manufacturers from the other side of the world? It’s true that the internet can make those connections, but ICAST can solidify them.”