Insight from an outfitter

[Jay Thomas]

Here is an excerpt from a thread on walleyecentral.com (http://www.walleyecentral.com/forums/showthread.php?t=444241) about the changing outfitter business. I found the post very informative.

Jay

The fastest way out of business is to get an increasing share of a decreasing market. The fishing industry is shrinking and has been for sometime now. The next generation(s) are not following their forefathers into the wilderness. This is fact.

The groups of 8-12 guys fishing for a week in yesteryear are now 4 guys for 5 days, or even a long weekend. Those were the bread and butter for all of us. They would book a year in advance when they left. So to answer your 1st question keeping your core group is critical in this environment. That is a base that are the underpinnings of the business.

But that base is eroding. They are aging and not being replaced. For this reason a lodge needs to find new guests and be flexible and creative. In my opinion those that cannot or will not adapt to this reality will fade away in the next 10 years. There are many ways of course to attract new clients with hundreds of variations based on your existing business model, current offerings and potential to be creative. But to answer your second question, yes getting that next generation is key to the long turn survival of the industry. But that next generation has other needs, desires and wants. They need to be catered to. One cannot assume that prior success will guarantee future returns by remaining stagnant.

ONE market is families. Just one. There are other markets. Many actually and again it depends on one's business model if that market is the right one to pursue. I would argue that in many cases it should be but with other market segments to target and finite resources a lodge owner has to pick their spots and tread accordingly. That being said those that do want to see families and younger ones come up need to change their practices and offer things that entice or cater to everyone. When McDonalds introduced salads it wasn't for the kids, but the moms. Keep mom happy and she will give the trip a thumbs up. Same with a lodge. Keep mom and the kids entertained and all of a sudden it is a family trip that has something for everyone. So change is inevitable. What constitutes keeping them happy? Clean accommodations usually. If there is food served then the better the better. Something for the kids to do during a rainy day. Whether that be wi-fi (and ALL guests look for some access to the out-side world, its just a fact of life), movies, game rooms, kayaks, zip-lines. I could go on and on.

Sure, we will get the hard-core family that wants to fish all day long, but that is not the norm. So to attract more business you need to meet the needs of a broader population. How you define that market and how you compete with the other lodge owners that are targeting the same slice defines, or will define your success in this business.

I spent a week at one of the most famous lodges in the boundary waters a few weeks ago, one that has been around for a century, Gunflint Lodge. Run by the same family. You want to hear firsthand about how the business has changed talk to Bruce Kerfoot, a legend in the industry. What his lodge started out as (outfitting fishermen in the wilderness) and what it currently has become and is are light years apart. Yes, you can still be out-fitted for trips into the bush. But you can also zip-line, dog-sled, cross country ski, have a gourmet meal, take quilting classes, be led by a naturalist on guided tours, honeymoon packages, the list goes on and on. I was blown away at how he had taken a concept and turned it into an entire vacation package for literally dozens of market segments. Did he do this because he wanted to? No, he did this in order to be successful.

Times are changing. If we don't adapt we will be run over.

[johnny walleye]

This is so true Jay, Back in the early eighty's old two lane highway 11 was packed  in both directions on the weekend.Ohio and pa plates on most of them .not so anymore.

[SgtCrabby]

I can't speak on what it was like in the past, but the observations of the next generation "needing" to be plugged in is and/or having other activities true from what I see. 

[T-Bone]

Well...I have two sentiments about this. First thought is..."Well...of course." If a business doesn't adapt to changing market conditions they'll be out of business sooner than later. My secondary thought is that this "better re-position your business or you're doomed in this fishing / outfitting industry" is only one side of the equation. Yes...if you want to open your business to new markets (targets), add internet, activities, Kidz Klub, spa services, etc. But, there is still a strong core of "fishing trip only" targets out there. I don't need and certainly don't want to pay for spa services, art classes, Kidz Klub, or whatever overhead is added by the outfitter opening up their business to other target sectors. The challenge for the outfitter is to decide whether they just want to be in business, or do they want to be in the fishing / outfitting business. Not sure there is a middle ground...though I know many businesses in Ontario try to have it both ways (not sure this applies to anything north of North Bay).

What we're likely to see is a folding of the camps that have no resources to add services (there are likely way too many 'outfitters' on any given lake anyway), a re-positioning of those that do have resources to add services, and a "cream rises to the top" of those that cater to hard-core fisherman and/or "the traditional" fishing trip into the north. Let's face it...having internet isn't necessary when we're in the bush, but cell service would be nice. It would be prudent for those outfitters to add 'some' services without losing the core attraction of "getting away from it all".

Too much supply (outfitters), dwindling demand (fisher-people)...so what do you do? The good news is that prices should remain steady for us from those outfitters that "make it" through the changing market, and a warranted elevation of services due to higher competition in a contracting market sector. 

The cynical side of me says not much will change as some businesses out there (in fishing/outfitting, appliance repair, or any business in almost any market) operate at a loss by design...so "building" their business isn't a huge priority.

In the end, if the 'fishery' isn't healthy...no one is going to show-up...and consequently the Tuesday evening 'Dora The Explorer' movie night for the kids will have to be cancelled too...

[Dog]

@Jay Thomas great topic, thanks for bringing this up and sharing...

I agree with what everyone has said above... My opinion (being the youngest member of our fishing clan at the tender age of 36 this year) is that like any other industry, fishing or the fishing outfitter business is affected by the interconnected nature of our society.

If I could design a fishing lodge it would have the following amenties (to appeal as much as possible to myself and my wife (who loves to fish but hates to "camp" or rough it) and one day kids (God willing):
-Have the basic ammenities you have at home (running hot and cold water) and a 3 piece bathroomin the cabins
-the lodge should have a washer/dryer available to the guests to use (to wash kitchen or bath towels or clothes if you're out on the water and get drenched). Inform guess all eating is done on paper plates and plastic silverware (to limit water usage and cleanup time- no one goes on vacation to clean the kitchen!)
-Clean, insulated accomodations/ cabins with new matresses every 3 years. (Not many women or mom's are going to want to come to the wilderness and sleep on a mattress that's been farted on and shared with 200-300lb plus me for 10+ years not to mention other creatures and crawlers like bed bugs). this goes back to keeping it clean.
-Self powered cabins (either via solar battery combo or portable generator plug-in compatability). a ceiling fan would be nice to keep air circulating in the hotter summer months (a/c isn't required)
-basic appliances (coffee pot, toaster, stove, oven, refrigerator.
-Try to be as sustainable as possible (solar power, use paper products, pack-it in pack it out mentality encouraged) for the environment
-Build an amazing workout room (treadmill, stairmaster, bikes, couple benches and some dumbbelss) including a quiet room/ area/space for yoga or meditation that has a view (most places in this paradise have yoga). If I told my wife an outfitter had this simple ammenity she would be in like flint as yoga and meditation are things she loves and looks forward to after a long day of work. Being able to do these on vacation would make it that much more relaxing.
- make a sand beach area at the lodge for guests to bring their kids (and build sand castles or simply layout and get some sun). next to the beach area, Will this disturb the fishing, nah.. but will it give the family something to do during the day if they don't want to get in the boat, absofreakinglutely. post signs, Swim at your own risk and be done with it as the outfitter. Advertise having rafts or float noodles available for free to use in this area only and also advertise Bring your own drink is allowed.
-Have a weekly hot dog cookout and smores making session on the beach leading up to sunset (another great, cheap, easy family activity) with supplies provided by outfitter. Attendance is not required but it is available and included in the price of the stay.
-Partner with neighbor outfitters to sponsor a weekly fresh fish shore lunch (to share expenses of it) for the guests... patrons can be bring their own fish or pay upon arrival to eat if no fish was brought
-host fish fillet classes (for teens to learn a new skill)
-provide maps of neighbor hiking trails
-for the rainy days have a great supply of board games available for the patrons in the lodge (scrabble, monopoly, playing cards, battleship etc with directions).
-I love not being connected on the fishing trip and unplugging is  welcome for that week (I wish I could do it more often honestly), but it is nice to have a way to commuicate in an emergency so at a minimum a satellite phone in the lodge to pay per use is required in case of emergency either at camp or at home (and someone needs to get a hold of you).
-have a couple canoes or kayaks available for patrons to try and use. These things are cheap and virtually indestructible and give guests some exercise with something different to do.

lastly, I think what the majority of outfitters struggle with most is reaching the next younger generation.. most outfitters are run by older, experienced people (as this is who can afford to buy them and maintain them and upkeep them)... An outfitter who could harness the power or free advertising via fb, twitter, snapchat, google+, youtube, instagram, pinterest, tumblr, vine, a website that is updated regularly etc to reach the younger generation or female clientelle with pictures, videos and stories and get them excited about making a trip to kipawa will be the outfitter that rises to the top. The challenge here is that once they get to the lodge, they won't have access to these social media sites so the outfitters need to create memorable moments they can share once they get home or get access again with their friends... This is unfortunately how our society works.. hey, look at what I'm doing (you should care!) or just did (tell me how cool I am!)... haha. I believe an outfitter could be succesful by not going to outfitter shows and simply advertising on social media if they did it relentlessly and had someone in charge of marketing and advertising. Let's be honest, the people who go to the shows want to go fishing (so they'll find the outfitter one way or another) the success outfitter will be able to not only reach but attract people who never knew they wanted to go to kipawa to come experience the wilderness and some off the grid time! just my $2.

[Jay Thomas]

Let's face it...having internet isn't necessary when we're in the bush, but cell service would be nice. It would be prudent for those outfitters to add 'some' services without losing the core attraction of "getting away from it all".

Hi Todd,

Cell service isn't on my bucket list because we rent a satellite phone for each of our one week trips. At $100 CAD for a week, $25 each for a group of 4 fishermen isn't expensive. Our group has been fishing more remote lakes and our guys are more comfortable having a satellite phone handy. Although none of us need to check in with family members or work, the satellite phone provides access to the outfitter (4 hours away by boat) or access to Airmedic (helicopter service with two paramedics on board).   

Jay

[Jay Thomas]

Hi Nate,

Your list of amenities is huge. I'm going to assume your dream lodge would be located on the shores of Lake Erie near the suburbs of Erie, PA

Jay

[Dog]

Hi Nate,

Your list of amenities is huge. I'm going to assume your dream lodge would be located on the shores of Lake Erie near the suburbs of Erie, PA

Jay

If I could afford my aunt and uncles lakehouse in north springfield (which has no cell service and is completely off the grid thanks to it's own Natural Gas well to supply the house), I would do it in a heartbeat! I already built 120' worth of steps down the cliff face for lake access for them, so adding a dock to their shoreline would seem easy  after that task. haha

[T-Bone]

Cell service isn't on my bucket list because we rent a satellite phone for each of our one week trips.

Agreed. I'm going to check into it for this year. Thought it was more expensive than that though....

And @Dog...that camp you're looking for is available today. Clearly, some are better at it than others. We stayed in one on Stoney Lake in Ontario that has that exact list of amenities, plus a few more. Higher price than others along that same general business model (there's hundreds of them out there from budget rate to extravagant), but worth it for the kids and wife. We all have fond memories of those years...and the kids really enjoyed being there for the week. Don't mistake it as a fishing trip though...it's a family vacation, north of the border, that included some fishing.

I've often checked-into becoming an outfitter. Fact is, the financial model falls apart fairly quickly unless you're retired, or young and without kids, and you're willing to make your 8-month per year "job" a lifestyle...as it's 24/7. Nice to dream about, great 'romantic' idea, but in the end it's hard to make it work...I mean really make it work. I'd imagine the turnover rate on outfitting ownership is in the top 10% of destination businesses...maybe even close to restaurants...purely speculating though. Since I've started going up to Kipawa in 2000, I know of 8-10 outfitters that closed or sold-out to private owners, and another handful that are in the process now.

Tough business, but the view from your "office" window is unmatched...

[fishtildark]

T Bone is right on . I also looked at the idea of buying a place in quebec . If I could have gotten past the logistical nightmare of being in the states and not just a few hours away, and needing friends or family  to help with the opening and closing, the fact remained that I could be turning something and some place that I loved into , yes, a job. instead of 8-5 it would be 24/7 for all the time you are there.
I also looked at Minnesota just because of the logistics of being " there" . What I learned there was it needed to be a family operation, open year round to do the snowmobile and Ice fishing thing..Even I couldn't envision the ex buying into that, let alone the kids..Many of the outfitting operations in the Kipawa area, and maybe most, are not year round which means your investment needs to perform in half a year and sit idle...No wonder some of the outfitters have a tough road. Hope they survive because camping out at my age for a week doesn't have a lot of appeal. Sam

[getthenet]

I guess you would first have to decide if you are going on vacation or a fishing trip. Would you need the same amenities if you were going moose hunting ?
Big difference between owning a camp and being an outfitter ! For example the Quebec Outfitters Federation(QOF)has a code of ethics along with a mission and mandate they go by.
Most of us see the Kipawa area during the summer months,try it when it's well below zero for long periods of time.The work still has to get done for opening day.Cut the ice for the ice house,haul the motors in,propane tanks,gasoline,etc.,a lot more work than meets the eye ! If your not dedicated to this type of work and life style your bussiness will not last very long ! Just my $.02 !

[Oarin]

Jay, where did you rent your satellite phone?

[Jay Thomas]

Good morning Gary,

Just do a Google search for renting satellite phones in your area. The bigger satellite phone companies will mail you your satellite phone and you mail it back. In the USA, costs for a week can be under 100 USD. For our trips, there's a small business, less than 5 miles from my home, that rents satellite phones as a sideline business. Very easy to do and cost effective.

Jay

[michelle]

I love being off the grid also, but we have been bringing my young granddaughter the last couple of years, so I was feeling a little nervous not having a phone in case of emergencies.  We ended up buying a satellite phone and getting voice mail in our package... we feel a lot safer, especially since we sometimes make the trip into camp late at night.