Mill Creek at East River Road Pray,
Montana
Notice: the creek has frozen from the
bottom up.
The Founding of a Business
Part One of a trilogy
Many of you may already know, I
am not one to mince words or blow smoke up the pants of my fellow
anglers. I call a spade a spade and I‘m certainly not, as many of you
have told me, “politically correct for fly fishing.”
However, I am continually asked, by the kind people who publish
my articles about different product lines. This list would
include everything there is in your locker and tackle box. To begin
one small facet of this assignment, I must first explain a few thingss
so the newer readers of my articles may understand my very opinionated
attitude. It is this attitude which has gotten me in trouble every so
often… but that is
quite all right. I‘ve learned to live quite comfortably with speaking
truths and not by creating fairy-tales which are laced with product
names and products which we are continually exposed.
I’ve fished ever since I can remember. During some phases of my life,
such as during my rock and roll days of the sixties, I have to
admit that my attendance from the waterways may have slacked a
little. I was a young and impressionable teen who lived
just
an hour and fifteen minutes from New York’s Greenwich Village. I
managed to see some of the top rockers do some of their best (or
worst)
at places like The Back Fence, The Village Green and the Fillmore East.
I
also had a kick ass band so some things had to take precedent. Anyway,
as time went on I did all sorts of things which I am proud of and some
which I cannot talk about unless I am in discussion with the people who
were there. But fishing always dwelled somewhere in the presence
of “Doc.”
By the time I managed to relocate to Montana life had been good
to me. I had a few bucks in the bank. I had a couple of smart and well
mannered kids who were attending college. A few of my more redneck
neighbors thought I was in the witness protection program because
they still worked while I thankfully fished everyday. And, for
that jealous attitude I say, “tough… you should have worked
harder.” That leads me to the monumental decision I had to
make. I was not near enough to be dead. I still had
enough
time to create another new and interesting business while I had
the time. However, this business had to be tourist related since the
expression here in Montana goes something like, “the mountains may be
pretty but you sure can’t eat them.”
Then one day, while I was in a SW Montana fly shop I happened to enter
the shop along with a mother and young son. Anybody watching us would
easily assume we were a family. I watched, in
disbelief, as the proprietor charged the small five or six year
old kid , who had just cut a lawn for some money, five bucks for two
flies. The flies weren’t even good ones for the creek he said he would
fish. Imagine that. The shop owner ripped the kid for two fifty
for a horrible fly not even good for the creek the boys said he
was fishing. The bastard in the shop was hustling a kid. The mother of
the boy just stood there but what was she to know? Not everyone fishes.
Yes, I did remain silent as I watched the future of fly
fishing being taken by this self-interested bastard. Yes, I was pissed.
However I followed the mother and son outside and slipped the kid a few
good flies because I‘m such a nice guy. I began to feel sorry for
anyone visiting Montana and being directed to whatever this shop owner
sold regardless of product or service.
Soon afterward another incident happened in another shop where I was
charged a small fortune for a bottle of floatant. This proprietor
hustled me with a smile as he attempted to sell me a well named but
worthless rod for six hundred dollars. Then ironically on the same day,
while fishing the Yellowstone on a small island which was behind my
house, I listened to a visiting
angler tell me how he had been “taken” for a small fortune for a
float trip which was totally unproductive. It was even less productive
then
the fish he was catching on my small stretch of river. The reason
was simple. The fly shops were going for the money. No longer were fly
shops a thing where old knowledgeable tiers and anglers hung
out and passed out wisdom and harmless lies. Today, as well as on
that day the majority of the shops were high tech, glossy articled,
truth stretching, give me your money merchandisers. Bingo! I knew from
that moment in 1991 that if done correctly I would be the one to
make a difference in fishing or get my ass whipped trying. But, I
was willing to take a shot at it. A shot at it my way.
Time progressed. Little did I know that many people involved
in this hobby were ruthless. No make that “bush league” in their
dealings. My childhood memories of stories told to me by members
of my family of businessmen who worked the New York garment
market surfaced. I was soon to find, that the rag merchants
were
far fairer and kindly when compared to the mannerisms of the
elitist and hungry souls who lurked behind friendly smiles in some fly
shops. But let me say this early on in this three part story not
everyone is out to get you. However, a fishing shop owner who was
not provided with a silver spoon and
wants to run with the “big boys” can become everything I despise about
the human condition.
The
Beginning
My income for much of my life was in construction. I designed and built
really neat homes in the hills of Southern California and
suburban New Jersey. The commercial properties which I helped
develop,
fortunately all made money so I knew a little about foundations. My
college degree in marketing and accounting finally came into play
after many years of hidden seclusion. My new fishing venture’s
foundation was invested in a flock of genetic hackle birds to which I
purchased after being turned on to by a friend and
proficient Florida salt water guide, Captain Lenny Moffo. He thought I
was a little nuts to want to raise birds but my logic was simple.
If I owned the birds used to tie premium flies then the anglers
and fly tiers should come directly to my farm where I could
treat them fairly and with honesty. With the birds as my
business’ foundation I wouldn’t even have to open a shop on the
main road. Life was good. The fly tiers came first and as
predicted other anglers followed. I was now Montana’s “fishing chicken
rancher” who began to take a few bucks away from some of
the people who took advantage of the novice fly fishers with platinum
cards and little kids who cut lawns for spending money. My business
grew I made friends of visiting anglers.
My flies instantly became well known for their quality. Many of my
patrons tell me they are the best the US has to offer. They are priced
fairly. My tiers made money. My anglers saved even more. I even
started a hook company to reduce my costs again. Within a year or so
other area businesses were asking me to place my flies with them. That
was fine with me especially since I think flies should be found
like Snicker Bars. They should be found everywhere. So, right now I
probably sell more flies then anyone in the Yellowstone Area. I
guess that is when the “games” began.
I’m
part Italian, I don’t get mad…
One day I decide it would be nice to have a “better” line of fly
rods in my shop. I contacted a rod company’s representative and
we
decide Saturday would be a good day to meet. However on Friday I get
this call. The rod rep decides to queer the deal stating
that I was too close to another dealer. I was eighteen miles too close.
This comment was bogus for numerous reasons which I do not need to
relate but trust me it was just a bunch of bull. So I asked
the rep, “since I’m Italian and a little stupid do you want
me to
become a competitor instead of being a partner?” He really
didn’t get it. Maybe I was speaking too fast with my New Jersey accent
or
maybe it was the altitude up here. I do not know. Regardless of
his problem, I’m not one to wait for nothing to happen, so
I
started designing my own line of rods on that very day. I quickly
contacted old friends. My rod line was off and running. It took
several years to hone and perfect it into a rod series I would
put my name on. If you come into the shop I still have the prototypes.
Several other little things happened over the years while I was getting
my shop to become a shop which I myself would want to visit. Each
of these petty and ‘bush league” incidents, which were very similar to
the above mentioned rod incident, lead me every time to
develop another line of products for fishing. Today I am at fourteen
different product lines. The bottom line is
that I make a lot of good stuff. I use the expression “just good
fly stuff” to describe what I do around here. So let’s explore
what it is that I do on a more individual basis.
Take for instance my flies. These are tied on our hooks using my
own premium feathers. Even most of my elk and deer hair comes
from local sources. My logic is if someone wants to play fly wars
I’ll win because I do not need to rely on others to supply my tier’s
needs. I‘m willing to supply my retail shops with a better
product for less money. It’s a win win situation for both the retailing
shop as well as the customer. I’m told and the sales dictate that fly
fishers
who come to Yellowstone Park do look for the “ I sell Knoll’s Flies”
sign in front of the local shops.
As far as my hackle goes I do not produce thousands of
birds and then beat myself up trying to find sources to sell them. I
know what my tiers need and what my retail outlets need on an annual
production. I will not tax my efforts by raising an over abundance to
justify what ever. Newcomers, meaning new fly shops, have
to get in line. But after these new dealers acquire a full line
of Knoll Fishing Products they find that the profit they make is
greater then when they were purchasing extremely well advertised lines
that often slaps the buyer in the face with high end cost
(consumer) pricing. But getting back to something else.
After many years, my rods now come in different mediums. Carbon
fiber and two series of rods which have graphite bases. Are they good?
Well I fish with them and since I do not want to jack up the price to
some ridiculous level I do not advertise all that much. In fact you
just read my advertising. I feel if you want to spend more of your hard
earned money buying something that doesn’t meet or exceed my products
go ahead. I’ve just given you an alternative to what the “glossy ad
boys” are selling. Shops which sell my rods also experience larger
profit margins because I’m not greedy on my end . But retailers will
have to contact me. I’m really not out to beat down doors. It isn’t my
style.
The list goes on to nets, floatant, tying tools, vices, vests and vest
accessories. All of these products are just a little better or made so
an angler need not be afraid of using his gear to the optimum levels.
For instance, if you smash a Knoll's landing net by falling
over a
rock. Just go a buy a new one. Your still ahead of the many brands
which overcharged you for a heavy varnish. The concept didn’t
happen overnight. I’ve been developing these simple attitudes and items
for quite some time.
True or false?
That brings me to the basis of this article. What products are good and
what products are not. I think the best way to formulate this into a
practical view point is to step back and become a novice angler for a
moment. And then, I’ll tell you what I’d tell you if you came to
my shop in the middle of the summer in Pray, Montana 59065. Everyone
around here knows where I am. Just ask.
The first thing you would notice as you came down my driveway and
approached the shop is that I’m not on a principle road. The road is
one mile of gravel. Many city anglers would say, “I’m
off the beaten track.” and that’s quite all right. I like it this
way. It keeps the rent down so I don’t have to drain your budget
just to pay a landlord or a bank their share. But the Yellowstone river
is right over there and Mill Creek is right over here. Hell,
what appears to be “distant and far from the action” actually
becomes closer and more in tune with the action. I can‘t expect
everyone to understand what is close and what is not. I am well aware
that many people who visit SW Montana thinks that what he does is
correct only because he read somebody else’s advertising.
The next thing you might notice is that the view from my place is
spectacular. I’m not in a mall. I also have a casting pond to try
out different rods. The only sound you will hear are the hackle birds
crowing and the ducks on the pond quacking. The shop is well stocked
but only with things I feel you might need. The selection of flies and
feathers is probably larger then any other business in the Rocky
Mountains. Hell, I don’t even show but about 25% of my flies on
display. Every one of my customers know that the flies which I have
displayed are the fly patterns you may need to fish this area of
the Rockies. And, my customers know I have flies, necks and
saddles boxed by the hundreds or thousands in the back
room. That’s good for me and good for you. Most of my “stuff” is
considerably less in cost then other fly shop “merchandisers” who are
pushing to clear their inventory before the season has ended.
Now let’s read about my beginner’s line of products. First off,
most of the products which are being sold to trout fishermen are in the
“seriously over kill” bracket. I believe a beginner simply needs
a beginner’s rod. That way if he or she wants to leave it in the garage
in lieu of a tennis racket no one is seriously harmed in any financial
aspect. And frankly, and I’ll pick on a few companies right now, there
really isn’t too much of a difference between an expensive rod and a
beginners rod. I’ll jump off track and cite a common occurrence which
happens every season in the shop.
Each summer more then one angler comes through the door telling me that
their “expensive rod” was broken due to a big fish. Well, again blame
the glossy boys. I imagine every year countless thousands of people
succumb to the beaconing call of advertising dollars and purchase these
“spendy rods” to catch hatchery stocked trout which are about eight to
ten inches long. All these “spendy rods” can stand
up to all the stress that these midget fish can inflict. Then
again, when these same rods are brought into Western waters, many
of them snap like twigs. The cost and design ratios which are
calculated with a loss scenario for a guarantee and defect returns just
doesn’t hold up well when the rod is fished in true “native”
waters. In other words, a lot of these rods are trash which the
unsuspecting buyer, who has been reading all the useless dribble
written to sell these specific products, was unfortunately
swallowed.
Some of these “spendy rods” can not even cast well due to poor
tapers and or material choices. But the ads and societal
attitudes
attest for the sale of these inferior rods. It’s sad but true. Heck,
some retailers won’t even consider selling a rod that is less then the
exaggerated priced rods regardless if the rod sucks or not. They feel
they might be giving up a few extra dollars in profit. What do the
politicians say? “If you tell a lie enough people will begin to believe
it.” It’s sad but true. I have people come in my shop and they won’t
look at my rods even though they would lose a bet on their rod and my
rod’s performance. These people bought the advertising and not
the product.
Here’s another one regarding fly reels for trout. When you consider
what a trout reel really does it simply holds the line in a convenient
location between the time the angler leaves the stream on day one and
reenters the water on day two. Graphite, platinum, stainless, titanium
it really doesn’t matter what the reel that you use is made of. Chances
are, if you are like millions of other anglers, you will
never hear the sound of the drag releasing line other then when
you pull more line off the reel for a greater distanced
cast. When I sell a reel in the shop I have the buyer
listen to the sound the reel makes because this will be the
difference of you and your fishing partner’s reel. Surprisingly,
there are a few models ( even my reels) which sell for beginner’s
prices which will suffice most anglers needs for many seasons. Then
again you can be trapped by the spendy brands and the profit ”price
points” which entice merchandisers in numerous ways to get a novice to
purchase the pricier reel. Greed sometimes works in mysterious and
opposite ways.
Now back to the beginner. Once a beginner has selected a rod and
reel, which are within their price range and they are not
“embarrassed” into buying, a fly line is needed. Weight forward
works well. You can fish nearly any creek , stream or pond or salt flat
in the US with weight forward line. All of these other line products
are for specifics and to have a beginner sold a variety of lines
“for additional spools” is utterly pointless. Basically either the
line floats or it sinks and a beginner doesn‘t need anything
else. I’m sure right now some fly shop owner who is reading this is
having a hissy fit. Sorry, but there is a new kid in town and he’s
looking for your customer.
Lines are another interesting medium of advertising. By the end of the
season all of my rod’s fly lines usually need to be replaced. This is
due to constant use and the abrasive power that the lines receive on
freestone streams and all the logs and obstacles I throw the line
against or what they are dragged over by the water’s current. The major
point where line has become worn, is the area of friction
points
from a “standard” cast. Let me explain.
I fish is the same areas for most of the summer. The casts on a daily
basis are pretty much the same distance. Therefore the line will wear
out first at the rod’s tip and at the point where the line is coming
off the reel and wearing against the reel’s housing. Even the
abrasiveness of my own fingers will cause wear. Lines
which are sporadically used can go through numerous seasons without too
much attention. I instruct my patrons who ask what I do with my “still
good” lines at the end of the season. Wipe these lines
down with Knoll’s floatant, a jell based medium that is laced with some
good stuff. This wiping will naturally fill any abrasions and slow down
the oxidation process that naturally extends the life of any
vinyl, pvc
or any super secret fly line coating.
So
have you had enough? I
can go on. Wait a moment I have to answer the phone.
Back again. Okay where was I? Oh, fishing products. In this
day
of quick communication and the practice of saturation
advertising, which is used by many of the corporate execs
to embellish their products as well as their own egos, is quickly
coming to a close. Let me give you another example.
The phone call I just received was from a tier from Ohio. He was
planning to tie a few dozen patterns for a trip out here
next season. He knew what he wanted. I was able to e-mail him a
photo of the cape he was desiring. It was a cree/badger variant which
makes a very tempting fly for Rocky Mountain creeks. He saw this
particular fly in my shop last season. This same angler has
now side stepped the process which was the norm for so many
years. He is now purchasing a product from a retailer a half a
continent away and is having communication with this retailer on a very
personal level. Maybe even more so then if he went into a local shop
and got to speak with someone who just wanted to sell a stale neck that
has been hanging on the wall for too long a time. But while the
computer was running I took a picture of a live bird. I sent it
to him and he could see the feather count as well as color. Good
products, communication and service with a limited overhead
can only make for a winning combination. Couple this with the fact that
the local shops which handle my products are financially healthier then
if they provided advertised products simply because word of mouth is a
very powerful medium. Just wait until I begin to network my
supplied shops and we begin to direct our customers to distant
locations. So now you know.