Increasing Sales For B.C. Freshwater Fishing And Tackle Stores
Through The Development Of Complementary Goods And Services

Gregory M. Lawrence

Project Submitted In Partial Fulfillment Of
The Requirements For The Degree Of
Master Of Business Administration

The University OfNorthern British Columbia
April2006

© Gregory M. Lawrence, 2006
UNIVERSITY of NORTHERN
BRITISH COLUMBIA
LIBRARY
Prince George, B.C.

ABSTRACT
The sport fishing market in British Columbia is declining and unlikely to grow
in the short-term. In addition to the difficulty of operating in a declining market,
retail fishing and tackle stores have been challenged with increased competition,
changing consumer expectations and new retail technology.
In order to grow their operations, these stores will need to develop new ways
to increase sales and improve operational effectiveness. Increasing sales is possible
through new products and services that are complementary to the existing product
mix. These include fishing-related products such as rental equipment, packaged
vacations or events, or products that cater to other activities engaged in by anglers,
such as camping, hiking and bird-watching equipment.
There are also opportunities for fishing and tackle stores to undertake service
and merchandising improvements to improve their sales and margins. Options to
improve profitability through economies of scale and scope also exist.

II

TABLE OF CONTENTS
INTRODUCTION .... ......... ......... ......... ........ ........ ..... .... ......................................... .... ... 1
SECONDARY RESEARCH- CONSUMER PROFILE ........ ...... ..... .......................... 3
General Demographic Trends ... ..... ........ ............. .... .. .... ...... .... ........... ..... ......... ......... 3
Aging Population .................. ... .......................... ...... ......... ........... ........ ...... ........... 3
Geographic Distribution ..... ....... ....... .......... .......................................... .... .. ....... .... 3
Angler Demographics ................. ............................. ............. ... ........ ............ ............. 4
Age and Sex ....... ........................ ......................................... ......... .... .......... ........... 4
Location .................. ....................... ................. ..... ...... ... ........................................ 4
Participation and Spending ................... .... .................. ..... ...... ........ ........................... 5
Angler Participation .......... ................. ........... .................................. ... ........ ........... 5
Reasons for the Decline of Angling ................ ..... ............... ..... ... .................. ........ 5
Spending on Sport Fishing .......... ... ...... ........... ............... ...... ...... ............... ....... ... .. 6
Seasonality ............................ ............ ......... ......... ............................ ...... ..... .... ....... 7
Motivation for Fishing .............................................................................................. 7
Angler Motivation ................................................................................................. 7
Encouraging More Angling ............................ ... ................ ............................... .... 8
Complementary Activities ........ ... ............................. ... ...... .............. ...................... ... 8
Current Activities ............. ...................................... .... ... .............. ................ ...... .... 8
Growth Sectors ...... ...... ... ......... ...................... ..... ............. .......................... .......... 10
Priority Sectors Identified for Primary Research ............... ......... ..... ................... 11
SECONDARY RESEARCH- RETAIL SECTOR .................................................... 13
Participants ..... ....... .. ............. ..... .......... ............................. ....... ......................... ....... 13
Industry Performance ............... ..... ....................... ................... .... ..................... ....... 13
Retail Trends .... .... .... ..... ......... ......... ........... ..... .... ...... ............................ .... .... .......... 14
Mass Merchandisers, Discount Stores and Specialty Stores ....... .................. ...... 14
Retail Technology ................. ... ... ............. ........ ................ ..... ...... ... ................. .... 15
Growth of the Internet. .................. ...... ............... ............. ............ ... ................ ..... 16

lll

RETAIL SURVEY RESULTS ....... ..... .... .......... ....... .......... ....... ...... ... ... ..... .. ........ ...... 18
Types of Business ... ... ... ... ............. .......................................................................... 18
Number of Locations ....... .... .............. .... .... ...... ....... ................................................ 18
Sales Profile ............................................................................................................ 18
Sales of Complementary Goods .... ........................ ............ ....... ........ ....................... 18
Rental Iterns .... ...... ................ ..... ..... ........ ......... ..... .... ........ ....... ... ............................ 19
Trip/Travel Services ... ... ......... .... ...... ....... ......... ....... .................... .... ...... ......... .... ..... 19
Events and Promotions ........................................................................................... 20
Shopping/Convenience Services ..... ...... .. ...... ....... ........ ......... ...... ........ .................... 20
Cooperative Activities ....... ..... ....... ..... ...... .......... .............. ...... ................................ 21
CONSUMER SURVEY RESULTS ..... ........ ..... ... ... ....... ........... .... ..... .............. .......... 22
Age and Sex ............ .... .... .............. ...... ....... .......... ................ ................... .... ............ 22
Location ..... ............... .............................................. ................. .... ............. .............. 24
Size/Type of Community ...... ....... .... ... ........ ...... .... ........ ......... ...... ........ ................... 25
Income ..................................................................................................................... 25
Angler Participation ... ........ ... ....... .............................................. .... ......... ................ 26
Where Anglers Shop ......................... ............. ...... .............. ............ ......................... 27
Motivation for Fishing ......... .. ........ .... ............................................. ........... ............. 28
Complementary Activities ...................................................................................... 31
Expenditures on Complementary Activities .. ..... .......................... .......................... 33
Purchase Interest in Complementary Goods and Services ..................................... 35
Rental Opportunities ...................... ... .............. ..... ..... ................................. ...... ....... 37
Interest in Trip/Travel Services .... ... .... ...... .... .. ... .... ..... ........ ... .... .. ...... .... ........... .... . 38
Interest in Events/Activities ........ ....... .... .... .... ...... ........................ .......... ................. 40
Interest in Shopping/Convenience Services ........ ..... .......... ....................... ....... ....... 42
CONCLUSIONS ... ....... ....... ...... ............ ... ...... ... ...... ..... ...... ....................... ............ ...... 43
RESEARCH METHODOLOGY ..... ...... .......... ... ......................................... .... ........... 46
Secondary Research ................................................................................................ 46
Survey Methodology ................... ..... .... ........ ..... ......... ............ ...... ........ ................... 46
Consumer Survey ................................................................................................ 46
Retail Survey ................... ....... ...... ............ ..... ..... ............................... .... ...... ........ 48

IV

APPENDIX ......... .... .................... ...................... ..................... ...... ....................... .... .... 49
Appendix 1 - Consumer Survey ............ ......... ................................ ....... ....... ........ .. 49
Appendix 2 - Consumer Survey e-mail.. .......... ... ...... ... ....... ........ ..... .......... ............ 54
Appendix 3- Retailer Survey ......................... ....... ........................... ...................... 55
Appendix 4 - Retailer Survey Follow-Up Request # 1 ........................................... 59
Appendix 5 - Retailer Survey Follow-up Request #2 .................... ..... .. ................. 60
Appendix 3- Tables ... ................................. ...... ..... ....... ......... ................................ 61
Appendix 4- Figures ......................... ......... ............................................ ................ 69
Appendix 5 -Bibliography ...... ........ ... ........ ..... ....... .............................. ...... ......... ... 74
Appendix 6 - Citations .................. ................ ....... ......... ... ..................... ...... ........... 77

v

LIST OF TABLES
Table 1 - Fishing Participation Index ...... ............. .... ..... .............................................. 23
Table 2 - Additional Activities Engaged in While on Fishing Trips .......................... 33
Table 3 -Retail Survey: Sales by Product Category .................................................. 61
Table 4 - Retail Survey: Sales from Complementary Goods ...................................... 61
Table 5- Retail Survey: Sales from Rentals ...................... .. .......... .. .......... .. ...... ........ 61
Table 6- Retail Survey: Trip/Travel Services ............................................................ 61
Table 7- Retail Survey: Promotion of Activities ....................................................... 62
Table 8 - Retail Survey: Shopping/Convenience Services .......... .. .. ........ .......... .... ..... 62
Table 9 - Retail Survey: Cooperative Activities ......................................................... 62
Table 10 - Survey of Sportfishing, Consumer Survey and BC Stats: Age Groups .... 63
Table 11 -Consumer Survey: Respondents by Sex .................................................... 63
Table 12- Consumer Survey- Days Fished by Sex ................................................... 64
Table 13- Consumer Survey: Respondents by Province/State .................................. 64
Table 14- Consumer Survey: Respondents by Type of Community ......................... 64
Table 15 - BC Survey of Sportfishing and Consumer Survey: Income Grouping ..... 64
Table 16- Consumer Survey: Days Fished in 2005 ................................................... 65
Table 17- Consumer Survey: Where Anglers Shop ........ .... ...... .... .. .. ........................ 65
Table 18- Consumer Survey: Angler Motivation for Fishing ................................... 65
Table 19- Retail Survey: Understanding of Angler Motivation for Fishing ............. 66
Table 20 - Consumer Survey: Angler Motivation by Store Shopped ........................ 66
Table 21 - Consumer Survey: Days Fished by Store Shopped .................................. 67
Table 22 - Consumer Survey - Other Activities Engaged in While Fishing ............ 67
Table 23 - Consumer Survey: Annual Expenditures on Complementary Activities .. 67
Table 24 - Consumer Survey: Interest in Complementary Goods and Services ........ 68
Table 25- Consumer Survey: Interest in Rental Items .............................................. 68
Table 26- Consumer Survey: Interest in Complementary Services .......................... 68
Table 27- Consumer Survey: Interest in Activities/Events ....................................... 69
Table 28 - Consumer Survey: Interest in Shopping/Convenience Services ............... 69

Vl

LIST OF FIGURES
Figure 1- BC Population 55-64 ... ................................. ......... .... ... ........ ........................ 4
Figure 2 - Other Activities Engaged in by BC Anglers (2000) .................................... 9
Figure 3 -Product Categories for Complementary Activities .................................... 12
Figure 4- B.C. Sport Fishing GDP .......................................................... .. ................. 14
Figure 5 - Retail Survey: Sales of Complementary Goods ......................................... 19
Figure 6 - Retail Survey - Shopping/Convenience Services ....................................... 21
Figure 7 - 2006 Consumer Survey Respondents by Age with Comparison to the
2000 BC Sportfishing Survey and 2005 BC Population Statistics ............ 22
Figure 8 - Consumer Survey: Days Fished by Sex ...... .. .. .. .... .. .................................. . 23
Figure 9 - Survey Respondents by Province/State ..................................................... 24
Figure 10 - 2006 Survey Respondents by Type of Community ........................ .. ....... 25
Figure 11 -Angler Income Groupings ...................................... .. ................................ 26
Figure 12 - Days Fished in 2005 .. .............. ........ .. ....................................................... 27
Figure 13 - Where Anglers Shop ...... .... ...................................................................... 27
Figure 14 - Consumer/Retailer Comparison of "Reasons for Fishing" ...................... 29
Figure 15 - Motivation for Fishing by Store Always/Mostly Shopped ...................... 30
Figure 16 - Days Fished by Store Shopped ...... .. ...................................................... .. 30
Figure 17 - Days Fished by Internet/Mail Order Shopping .. ...... .......... .... .. .. .......... .. .. 31
Figure 18 - Complementary Activities Engaged in While on Fishing Trips .............. 32
Figure 19 - Annual Expenditures on Complementary Activities ................................ 34
Figure 20- Purchase Interest in Complementary Equipment and Supplies ............... 35
Figure 21 -Respondent Requests for Other Equipment and Supplies .......... .. ............ 36
Figure 22 - Interest in Rental Items ............................................................................ 37
Figure 23 -Interest in Trip/Travel Services ........................................................ .... .... 38
Figure 24 - Interest in Events/Activities ..................................................................... 40
Figure 25- Interest in Shopping/Convenience Services ............ .. .. ............ .. .. .... .. .. .... . 42
Figure 26 - Rating the BC Fishing Experience .. .. ....................................................... 69
Figure 27- Number of Active Anglers in BC .... .. .... .. ...... .... ...... .. ........ .... .. .. ............... 70
Figure 28 - Average Days Fished by Anglers in BC 1985-2000 .................... .. ........ . 70
Figure 29 -Average Direct Expenses per Angler in BC 1985-2000 .......... .. ............. 70
Figure 30 - Angler's Reasons for not Fishing More .................... ................................ 71

Vll

Figure 31 -Top Items Researched/Purchased Online .... ............ .. ............................... 71
Figure 32 - Barriers to E-Commerce Adoption for Small Firms .......................... ...... 71
Figure 33- Angler's Motivation for Fishing ............................................ ................... 72
Figure 34 - Reasons Anglers Fish- U.S ................................................... .................. 72
Figure 35- Situations that Would Encourage an Angler to go Fishing .................... . 73
Figure 36 - Trends in Participation for Selected Outdoor Activities .......................... 73

INTRODUCTION
British Columbia is home to 217,000 lakes and 430,000 rivers and streams
1

containing 80 species of fish • Respondents to the 2000 Survey of Sportfishing in
British Columbia identified the fishing quality as world-class, with 70% of anglers
rating their 2000 B.C. fishing experience as good to excellent. The results of the
survey (Figure 26- Rating the BC Fishing Experience) would seem to demonstrate
that the quality of the resource is not an issue in the decline ofthe Sport Fishing
industry. However, the Survey of Sportfishing in British Columbia uses fishing
licences as the source of survey respondents. Therefore it does not include those who
may have fished in the past and quit, at least in part as a result of poor fishing results.
A closer look reveals that the quality of the resource is declining - as
measured by angler catch-per-unit-effort or CPU. The areas of decline tend to be
adjacent to urban areas and the Canada-U.S. border, and include the South-Central
British Columbia trout population. 2 This longer-term decline in the resource has a
negative effect on angler motivation and participation.
Angler participation is also declining as a result of: angler time constraints;
decreasing opportunities for fishing as waterways are developed and are no longer
suitable for sport-fishing; an increase in the number of recreational alternatives; and a
shift in population from rural to urban centers.
Declining markets for sport fishing in British Columbia are resulting in
reduced revenues and profits for retail freshwater fishing and tackle stores. This
paper reviews the environment in which this sector operates, and provides

2

recommendations for increasing store revenues through the development of
additional products and services. The report includes:
A discussion of general demographic trends affecting the sportfishing
sector.
An analysis of the freshwater sport fishing sector in British Columbia with

discussion on the reasons for the decline of the industry.
A review of global consumer and retail trends affecting the industry.
Demographic and behavioural profiles of anglers.
An analysis of angler activities and related product/service opportunities.

The report includes recommendations for:
Products and services that can be added to the fishing package to increase
store revenues.
Re-positioning stores to match emerging trends and consumer
expectations based on the addition of these products and services.
This work is important to the sport fishing sector because:
It provides retailers with information and ideas in support of increased

profitability.
It will lead to improved product and service offerings, thereby enhancing

value to customers and ultimately increasing the overall customer base.

3

SECONDARY RESEARCH - CONSUMER PROFILE
General Demographic Trends
Aging Population

The aging of the baby-boomers is the most significant demographic force
shaping the marketplace with nearly 1/3 of the population between the ages of 39 and
58 in 2005. The median age increased from 29.6 in 1981 to 37.6 in 2001 3 . Canadian
adults now have more parents than children for the first time in history.
The biggest concerns of the elderly are health preservation, wealth
preservation and safety/security. The aging population is also leading growth in
passive recreation, recreation fitness and gardening4 .
Geographic Distribution

There has been a long-term population migration trend away from rural
communities. The majority of Canadians (64%) now live in the Country ' s 27large
Census Metropolitan Areas 5.
As the population becomes more "urbanized" there are fewer individuals
being exposed to the sport of fishing . In addition, it is challenging for urban dwellers
to obtain the experience necessary to have success with the sport.

4

Angler Demographics
Age and Sex

The average age of B.C. resident anglers increased from 40.8 years in 1980 to
46.9 years in 2000. Canadian anglers from other provinces increased in average age
from 38.3 years to 45.4 years over the same period.
Participation rates for fishing have traditionally been highest in the 55-64 year
age group 6. The B.C. population cohort of 55-64 is forecasted to grow significantly
over the next 17 years levelling out at approximately 700,000 individuals. This
increase matches well with the primary cohort for fishing.
Figure l - BC Population 55-64
Persons (Thousands)

%55-64

16

ID Pop 55-64 - % 55-64 I

12

1---'

8

-

~

m

4

98 1

600

400

Forecast

111111111111

11111111111
1976

4

200

Es1imated

197

/

soo

986 1991 1996 200
y~

2006 2 1l 201

0

202 t 2026 203 1

7

Location

In 2000, resident anglers made up 89% of the fishing days in British
Columbia. 45% of non-resident anglers were Canadians visiting from other
Provinces, primarily Alberta. 53% were Americans, primarily from Washington with

5

the remaining 2% from other parts of the world, primarily the United Kingdom and
Europe 8 .

Participation and Spending
Angler Participation

Angler participation has been declining across North America. There were
almost 17% fewer anglers in B.C. in 2000 than in 1995. The greatest decreases were
from B.C. Residents and other Canadian anglers at 20% and 13% less anglers
respectively, with non-Canadian anglers showing a modest increase of 3% (Figure 27
- Number of Active Anglers in BC).
The primary reasons for this decline are: angler time constraints; decreasing
opportunities for fishing as waterways are developed and are no longer suitable for
sport-fishing; declining fishing quality ; an increase in the number of recreational
alternatives; and a shift in population from rural to urban centers. For those anglers
who do fish, the average number of days fished remained relatively consistent for the
15-year period from 1985-2000 (Figure 28 - Average Days Fished by Anglers in BC
1985-2000).
Reasons for the Decline of Angling

Eighty-two percent of B.C. anglers surveyed in 2000 indicated that they did
not spend as much time fishing as they would have liked. The primary reason given
was not enough time. Other reasons included poor catch rate, fishing spots too
crowded, restrictive regulations, and fish too small (Figure 30 - Angler's Reasons for
not Fishing More).

6
Fifty-five percent of U.S. anglers identified a lack oftime as the reason they did not
fish as much as they would have liked. Work obligations was the main reason cited
(69%), followed by family obligations (22%), education/school commitments (13%)
and other sports and hobbies (9%). The top 5 issues influencing inactive anglers not
to fish more were cited as: amount of free time, lost interest, family obligations, work
obligations and not having anyone to go with. 9
Potential opportunities for freshwater fishing/tackle stores include identifying and
developing ways to save time for anglers, and positioning stores to support angling as
a family-oriented sport.
Spending on Sport Fishing

Despite dropping participation, total direct expenditures for angling were just
3% lower in 2000 than in 1995. Of particular interest were the increases in package
deals (62% increase), fishing services (44%) and lodging (21% increase). These
increases are consistent with trends in other tourism-related sectors where trip
packaging, consumer convenience and higher levels of service are growing in
importance. Total expenditures decreased for fishing supplies (24%), transportation
(14%) and food (10%) 10 • Trip packaging, guiding services, and lodging represent
potential service enhancements for the retail sector.
From 1995 to 2000, B.C. resident expenditures on Sport Fishing declined
47%. Other Canadian expenditures increased by 102% and non-Canadian
expenditures increased 107%. Spending on fishing equipment declined 39%, boating
equipment 38%, special vehicles almost 40%, and, other expenditures, about 45%

7
(Figure 29- Average Direct Expenses per Angler in BC 1985-2000). The 39%
decline in fishing equipment expenditures is particularly relevant to fishing/tackle
stores, and clear motivation for developing additional complementary products and
services.
Seasonality

The majority of fishing activity happens between the months of June to
September. Fishing and tackle stores have an opportooity to look for services and/or
products to increase their sales in their "shoulder" months.

Motivation for Fishing
Angler Motivation

An increasing number of anglers are fishing for relaxation, familial and

naturalistic values. This is consistent with both the aging demographic and with the
trend toward decreasing catch-per-unit-effort. An analysis of 1999 data compared to
1980 data demonstrates a clear trend of increasing motivation for these reasons
(Figure 34 -Reasons Anglers Fish- U.S .) with the numbers of participants fishing for
sport, fishing for large fish and fishing for food decreasing. 11
Fishing for relaxation, nature and companionship are the key fishing
motivations for B.C. anglers. (Figure 33 -Angler's Motivation for Fishing). U.S.
studies portray similar results with 35% of anglers fishing for relaxation, 33% fishing
to be with family and friends and 13% fishing to be close to nature.

8

It is also apparent that there are two distinct markets within the fishing
population. Those who fish to relax and to be with friends and family, and those who
fish for sport and utilitarian values. The market is clearly shifting toward the former.
Encouraging More Angling

When asked what would encourage them to go fishing, U.S. anglers cited:
asked by a child, invitation from a friend, offered as part of a vacation, one-stop
equipment/licence purchase, fishing spot with all gear provided, borrowing fishing
gear free, amateur fishing tournaments with many prizes and fishing clinics (Figure
35- Situations that Would Encourage an Angler to go Fishing).
Eighty one percent of anglers and 45% of non-anglers said they would go
fishing more if it were offered as part of a vacation. For avid anglers, fishing is the
reason to take the trip, where for less avid anglers fishing needs to be marketed as
part of the vacation- not the reason for it. 12

Complementary Activities
Current Activities

Anglers are consumers of other outdoor recreation products and services.
These complementary activities represent opportunities for fishing/tackle stores to
expand their product/service offering.
In British Columbia, camping was rated as the most popular complementary
activity by 72% of anglers, with hiking indicated by 52%.

9
Figure 2 - Other Activities Engaged in by BC Anglers (2000)

Activity
Camping
Boating
Canoeing
Hunting
Nature study
Biking
Off-roading
Hiking
Horseback
Swimming
Snowshoeing
Skiing
Other activities
No other activities
,.,umber responding
13

B.C.
Resident

I

Other
Canadian

NonCanadian

172,015
85,540
56,680
63,052
39,909
47,965
35,515
119,136
16,783
105,277
12,623
60,258
28,996
12,184

20,475
9,648
6,579
5,694
6,624
4,855
4,998
15,984
3,173
10,900
1,749
6,165
3,197
1,669

22,106

232,609

28,211

Total

%

11 '108
7,483
6,998
8,606
3,957
1,792
19,517
3,395
10,225
1,224
7,024
4,921
5,556

214,596
106,296
70,742
75,744
55,139
56,777
42,305
154,637
23,351
126,402
15,596
73,447
37,114
19,409

71.8
35.5
23.7
25.3
18.4
19.0
14.1
51 .7
7.8
42.3
5.2
24.6
12.4
6.5

38,263

299,0831

100

Research on U.S . outdoor recreation trends identified the following groups as
being very interested in freshwater fishing : hunters, target shooters, boaters,
wildlife/bird watchers, campers, wilderness campers, national/state park visitors,
hikers, water skiers, waterfowl hunters, small game hunters and mountain bikers. 14
Not surprisingly, wildlife/bird watching, camping and hiking are consistent with
angler favourites .
Research undertaken by the Sporting Goods Manufacturers Association and
the USDA Forest Service identified two major market segments related to the Sport
Fishing segment: the Huntin' and Fishin' Avids and the Bass Club.
Huntin' and Fishin' Avids are active participants in all forms of outdoor
recreation with an emphasis on hunting and fishing. Other popular activities include
camping, group activities, walking and hiking. Major constraints to increased

10
participation include lack of time, lack of money, no one to do activities with,
crowded activity areas, inadequate information and pollution problems. Huntin' and
Fishin' Avids are also interested in other outdoor/nature activities. Huntin' and
Fishin' Avids are consumers of equipment that support these activities including:
outdoor footwear, foul weather gear, outdoor apparel, binoculars and cameras 15
Members of the Bass Club are primarily anglers. Bass Club members
participate more in warm water fishing and motor boating. Constraints to increased
participation include lack of activity companions and crowding of activity areas.
Both of these groups are likely to participate in less challenging physical
activities. They are not driven by the need for excitement and marketing should focus
on outdoor comfort and practicality of use.
Growth Sectors

From 1982-83 to 1997, a number of activities experienced growth in the US
market. Bird watching had the highest growth, 155% from 21 million to 54 million
participants. Hiking grew 94%, backpacking 73%, downhill skiing 59%, and
primitive area camping (58%). 16
US participation in viewing or studying activities including bird-watching,
wildlife viewing, and studying nature increases until about age 40 where it reaches a
high of over 80% and then declines. Over the age of 60, less than 60% of the
population participates in viewing or studying activities. 17
Participation in hunting has declined in recent decades. Participation rates
remain relatively constant at around 10% until the age of 60 when they drop to less

11
than 5%. 18 For this reason as well as the consumptive reputation of hunting which
is not consistent with other identified "nature activities", hunting was not specifically
included in the Consumer Survey.
Participation rates in fishing decrease as people age moving from a high of
over 35% through to age 40, to approximately 30% from ages 40-49, 25% for ages
50-59. over the age of 60 participation rates remain comparatively high at
approximately 15%. 19
Priority Sectors Identified for Pri mary Research

Bird watching, hiking, backpacking and camping were chosen for further
survey work, based on the following analysis:
These activities were the 1,2,3 and 51h rated growth sectors in the U.S. in 2003
(Figure 36- Trends in Participation for Selected Outdoor Activities),
Camping and hiking were identified as the first and second "other activity"
engaged in by B.C. anglers.
The Women in the Outdoors 2005 survey identified hiking or backpacking
(39%), fishing (39%), camping (37%), bird watching (37%), primitive
cooking (36%) as activities undertaken in the U.S. 20
The table below lists a variety of product categories that were developed from
on-line retailers of bird watching, hiking, back packing and camping gear. As can be
seen in the cross reference, there are similar equipment needs to fishing across many
of the categories.

12
Figure 3- Product Categories for Complementary Activities

Fishing
Back packing books, magazines, DVDs or videos
Backpacks
Binoculars or spotting scopes
Bird feeders and bird food
Bird watching books, magazines, DVDs or videos
Birdhouse cameras
Camping furniture and cots
Camp stoves and cooking equipment
Camping books, magazines, DVDs or videos
Daypacks and hydration
GPS units, altimeters, compasses
Headlamps and flashlights
Hiking books, magazines, DVDs or videos
Hiking shoes and boots
Knives and tools
Maps
Outerwear and rainwear
Sleeping bags
Sleeping pads
Tents
Walking sticks and poles
Water purification, filters

X

Bird
watching

X
X
X
X

Hiking

X

X
X
X

X
X

X
X

X
X
X
X

X
X
X
X

X
X
X
X
X

X

Back
packing
X
X
X

Camping
X
X

X
X
X
X
X
X

X
X
X
X
X
X

X
X
X
X
X
X
X
X
X

X
X
X
X
X
X
X
X

13

SECONDARY RESEARCH - RETAIL SECTOR
Participants
The retail industry for freshwater sport fishing equipment is made up of:
Independent owner-operators. These are typically single-store operations run
by local proprietors. Independent stores are a prime source of local
information on fishing locations and the "right gear" for local conditions.
Sporting goods stores carrying a variety of sporting goods, a portion of which
is made up of sportfishing equipment.
Hardware and general stores carrying a variety of goods, a portion of which is
made up of sportfishing equipment.
Discount chains and superstores such as Wal-Mart and Canadian Tire. These
stores are focused primarily on the lower-end mass merchandise market.
Store staffs are not typically knowledgeable about the sport.
On-line retailers, the largest and most established of which is Cabelas
(http://www.cabelas.com/). Cabelas offers a full line of outdoor equipment
including a wide selection of medium to high quality fishing gear.
This focus of this report is on the independently-operated specialty freshwater
fishing/tackle stores.

Industry Performance
Sport fishing and retail tackle stores are not segmented by a Standard
Industrial Classification (SIC) code by Statistics Canada. As a result there are no

14
readily available and consistent measures of the economic impact or growth of the
industry. BC Stats extrapolates data for the industry from a number of other servicesector industries. An analysis of this data shows a general decline of overall GDP for
the sport fishing industry in B.C.
Figure 4- B.C. Sport Fishing GOP
70

GOP, $ 1992 m i.'ion

60

50

40
30
20
10

Freshwa1er

00
QO

1Q84

1Q86

1988

1990

1Q92

1994

1996

21

Independent owner-operators have been particularly hard-hit over the past 10
years through a combination of increasing competition from discount chains and
Internet retailers and a shrinking market. In the lower mainland of BC for example,
seven tackle stores closed in 2004/05 22 .

Retail Trends
Mass Merchandisers, Discount Stores and Specialty Stores

The structure of the retail industry in Canada has changed significantly over
the past 10 years, primarily through the growth in mass merchandisers, discount
stores and specialty stores (category killers), driven by consumer demand for both

15
low prices and convenience. Operations such as Wal-Mart are leading the way
with competitive advantages based on "everyday low pricing" and advanced logistics
systems.
The primary impact of these changes on fishing and tackle stores has been the
loss of the medium to low end market to mass merchandisers such as Canadian Tire
and Wal-Mart.
Retail Technology

New technologies are being used increasingly to create competitive advantage
in the retail sector. UPC codes and point-of-sale systems have allowed for the
development of a number of marketing and logistics advantages including:
Customer loyalty programs using information collected to target products and
marketing messages to consumers
Just-in-time supply chain management using sales data collected
Quicker check-out time
Improved data entry accuracy

Interactive information kiosks use touch-screen technology to improve
services in areas such as product information, ordering of non-stock items, selfservice ordering and gift registration. The development of RFID tags will soon result
in "self-service" check-outs, further reducing selling costs for large retailers.
The majority of independent tackle stores have been slow to adopt these
improvements. Although these systems are rapidly becoming the standard "cost of

16
entry" for most retail operations, it is difficult to justify these expenditures for
single independent stores.
Growth of the Internet

"Connected" consumers are increasingly using the Internet for both product
research and purchasing of products and services 23 . Total Internet sales have
increased from $4.2 billion in 1999 to $19.1 billion in 2003. Business to consumer
sales accounted for $5 .5 billion of this amount. 68% of Canadians used the Internet
in 2002 with 41 % having made online purchases24 •
Canadians are most comfortable buying low-cost items on-line. The Internet
is also used to research more expensive items (Figure 31 -Top Items
Researched/Purchased Online).
The Internet provides consumers with:
instant access to product information and comparative pricing
increased selection of goods and services
dynamic pricing models such as airline tickets that are priced differently
depending on when you buy them
sharing of product and service feedback with other consumers
The Internet represents a marketing and customer-relationship building
medium that is not currently well-used by independent tackle shops.

17

1.1.1.1 Use of the Internet by Small Firms
Eighty-two percent of all Canadian businesses were connected to the Internet
in 2003. For small ftrms, this rate is reduced to 76%. Only 29% of small ftrms have
their own web site and of these, only 26% have interactive capabilities.

25

An Industry Canada survey on barriers to e-commerce identified two primary
barriers to cited by small ftrms, goods and services do not lend themselves to Internet
transactions and prefer to maintain current business model. Security concerns, costs
of development, employee skills and customer readiness were also cited (Figure 32Barriers toE-Commerce Adoption for Small Firms).
It is interesting to note that the number one concern - goods and services do

not lend themselves to Internet transactions has reduced to 44% from 52% only 3
years earlier, as more ftrms recognize the capabilities and advantages of the Internet.

18

RETAIL SURVEY RESULTS
Types of Business
For the purposes of inclusion in the Retail Survey, only those respondents
with a retail presence and at least 40% of total sales from freshwater fishing
equipment and supplies were included. Other business types not included in the final
sample included: on-line advertising, mail-order, internet, hardware, marina, sporting
goods, and general store.

Number of Locations
12 of 13 respondents indicated that they operated one location. One
respondent indicated two locations. This result is consistent with the assumption that
the retail specialty freshwater fishing/tackle sector in British Columbia is dominated
by independent owner-operated stores.

Sales Profile
Included respondents generate 57% of their sales from freshwater fishing
equipment and supplies. 12% of sales comes from saltwater fishing equipment and
supplies, 10% from hunting equipment and supplies and 21% from other goods and
services (Table 3 - Retail Survey: Sales by Product Category).

Sales of Complementary Goods
Current sales of complementary goods and services by included respondents
are limited. This is not surprising given that the survey sample was limited to
respondents who generate at least 40% of their total sales from freshwater fishing
equipment and supplies. The largest categories of complementary goods were

19
outdoor apparel with 10 of 13 respondents indicating sales of $1 ,000 to $10,000
and one at $10,000 to $20,000, followed by camping supplies and equipment with 8
of 13 respondents indicating sales of $1 ,000 to $10,000, and day hiking/backpacking
with 5 respondents indicating sales of $1,000 to $10,000 and one at $10,000 to
$20,000 (Table 4- Retail Survey: Sales from Complementary Goods).
Figure 5- Retail Survey: Sales of Complementary Goods

12 . - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - .
10

8 +--- - - ---l
6
4
2
0 +--...L.--

$0-1000

$1 ,000-5,000

$5,000-10,000

$10,000-20,000

ID Camping • Day hiking/backpacking D Nature/bird watching D Outdoor

~

Rental Items
There was very little sales indicated from rental items with only two
respondents indicating rentals of pontoon boats and fishing gear with sales of $1,000
to $5,000 per year(Table 5- Retail Survey : Sales from Rentals). One respondent
indicated that they rent DVDs and videos.

Trip/Travel Services
5 of 13 respondents indicated that they organize/package guiding and charter
services. Two of 13 respondents indicated that they organize/package fishing
vacations (Table 6- Retail Survey: Trip/Travel Services). None ofthe respondents
organize or package lodging or transportation services.

20

Events and Promotions
The most popular activities organized and/or promoted by retail respondents
were fishing clinics/workshops with 3 of 13 offering more than 10 workshops per
year, 1 offering 5-10 and 7 offering 1-5 per year. Fishing derbies and family fishing
events were next with 8 of 13 offering 1-5 events per year. Four respondents offer 15 "fishing buddy" programs per year (Table 7 - Retail Survey: Promotion of
Activities).
Other events and promotions cited by survey respondents included: movie
nights, party fly-tying nights, familiarization trips, fly-casting competitions,
information sessions for new customers, and spey claves.

Shopping/Convenience Services
Retail respondents have limited e-comrnerce capacity. 8 of 13 respondents
have a web-site with information on their store and/or products carried, and only 3 of
13 have e-comrnerce capability. 3 of 13 indicate that they provide customer loyalty
programs with 4 indicating limited service in this area. The majority of stores
indicate that they provide customers with the ability to order non-stock and specialty
items.

Gift registration is offered by 3 of 13 stores with 5 stores indicating limited

service in this area. One store indicated that they provide information kiosks with
product and fishing information with 6 stores indicating limited service in this area
(Table 8- Retail Survey: Shopping/Convenience Services).

21
Figure 6- Retail Survey- Shopping/Convenience Services

~

~

8 +--- - - - - - - -----1
ONo
• Limited
DYes

6 +----------t
4
2
0
Web site with
store/product
information

Web site with
product
ordering

Customer
loyalty
programs

Order nonGift registration
stock/specialty
items

Information
kiosks

Other shopping/convenience services cited by respondents included: a mobile
tackle van and mail order catalogue.

Cooperative Activities
Formal cooperative activities are limited. 10 of 13 respondents indicated that
they share information and approaches with other retailers occasionally or often.
Three indicate that they engage in cooperative advertising with suppliers "often with
7 additional respondents indicating "occasionally". 5 of 13 respondents indicate that
they occasionally engage in buying groups and cooperative advertising with other
retailers (Table 9- Retail Survey: Cooperative Activities)
Other cooperative activities cited by respondents included: stock swapping
with other retailers and referrals on guiding.

22

CONSUMER SURVEY RESULTS
Age and Sex
The 2006 Consumer survey indicates the highest participation rates in the 4554 year age group at 30.9% of total respondents. The next highest group is the 55
and over age group at 25.1% of respondents. The 35-44 year age group made up
19.7% ofrespondents with the 0-34 year age group making up only 24.3% of
respondents, compared to 45.8% of the BC population (Table 10- Survey of
Sportfishing, Consumer Survey and BC Stats: Age Group).
Figure 7 - 2006 Consumer Survey Respondents by Age with Comparison to the 2000 BC
Sportfishing Survey and 2005 BC Population Statistics

50.0% . - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - . . ,
45.0%
40.0%

30 .0%

+ - - - -- - - - - - - - - - - - --r-a-- - -

25.0%
20.0% 1 -- - -1
15.0%
10.0%
5.0%
0.0%
0-34

35-44

45-54

[ • 2000 BC Sportfishing Survey ---cJ2oo6 Consumer Survey

--

~

~

~

t; BC General Population

----

55 and over

J

The 2000 BC Sportfishing survey is also shown for comparative purposes

Males made up 87.2% of survey respondents. This is somewhat higher than
the 2000 Survey of Sportfishing in British Columbia results of 78.1% male. These
results are attributed to the fact that more male anglers are "angling avids" who are
more likely to visit web-sites and belong to clubs associated with fishing .

23
52% of Male survey respondents fish more than 30 days per year compared
to 19% of Female respondents. As stated above, it is expected that the survey
methodology resulted in a higher percentage of avid anglers as compared to the
general population.
Figure 8- Consumer Survey: Days Fished by Sex

60%
50%
40%
30%

• Female

20%
10%
0%

0

1-5

6-10

11-15

16-20

21-30

More than
30

A participation index was developed by dividing age group percentages for
the BC general population by the age group percentages for the 2000 Survey of
Sportfishing in British Columbia. The results of that analysis are as follows:
Table 1 - Fishing Participation Index

Under 20
20-24
25-34
35-44
45-54
55-64
65 and over

2000
BC- 2000
2.6%
23.7%
3.2%
6.2%
12.7%
13.6%
24 .2%
16.3%
25.9%
14.0%
18.2%
8.8%
13.2%
12.4%

Index
0.11
0.52
0.93
1.48
1.86
2.07
1.06

BC- 2005
2006
3.3%
22.9%
4.2%
7.1%
16.7%
13.4%
19.7%
15.8%
30.9%
15.7%
19.5%
11.4%
5.6%
13.8%

Index
0.14
0.68
1.23
1.21
2.22
2.22
0.45

24
The highest participation rates are clearly in the 45-54 and 55-64 year age
group at an index value of 2.10 and 2.11 using the 2006 Consumer Survey data. It is
expected that as the 55-64 year age group moves into the next age cohort, their
participation rates will begin to decline, further reducing the total numbers of anglers.

Location
The survey methodology for the 2006 Survey resulted in a higher proportion of
survey respondents from British Columbia at 85% versus 77% for the 2000 Survey of
Sportfishing in British Columbia. Survey responses from Alberta were comparable at
7% versus 8% for the 2000 Survey. Other respondents totalled 5% versus 9% for the
2000 Survey.
Figure 9- Survey Respondents by Province/State

BC

Alberta

Washington

[ • 2000 Survey o 2006 Survey I

Other

25

Size/Type of Community
54% of survey respondents indicated that they lived in an urban or suburban
community. According to Statistics Canada data 85% of the BC population lived in
urban areas in 2001 . The numbers of people living in urban communities is
increasing: from 80% in 1990 and 78% in 1981 26 . This trend will continue to
negatively affect the overall market for sportfishing.
This analysis supports previous research that indicated that angler
participation is decreasing as population moves to urban centres.
Figure 10 - 2006 Survey Respondents by Type of Community

40.0 %
35 .0 % 30.0 %
25 .0 %
20.0 %
15.0 %
10.0 %
5 .0 %
0 .0 %

+-__j_ _...___-----.._
Urban/ City

___L_

____._ - - , -_

Suburban

_ L __

Small Town

~

_

~

Rural

Income
52% of survey respondents indicated a household income of over $60,000.
These individuals represent potential markets for enhanced service offerings.
When compared to the 2000 Survey of Sportfishing in BC, the 2006 Survey
results show a disproportionate share of anglers indicating an income of more that
$80,000 (Table 15 - BC Survey of Sportfishing and Consumer Survey). It is not clear

26
to what extent this difference is a result of: a different survey sampling
methodology, changing incomes over time, and/or fewer don' t know/prefer not to
answer responses to the 2006 Survey.
Figure II -Angler Income G roupings

35.0%
30.0 %
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Less than
$20,000

$20,000 to
40,000

$40,000 to
60,000

$60,000 to
80,000

More than
$80,000

Dont know/no
answer

Angler Participation
Almost half of the survey respondents fished over 30 days in the last year.
(Table 16- Consumer Survey: Days Fished in 2005). These results should be viewed
in the context of the survey limitations outlined in the Survey Methodology section,
particularly in regard to the assumption that "avid" anglers were more likely to be
survey participants.

27
Figure 12- Days Fished in 2005

50.0%
r--

45.0°/o

-

--

40.0 %

-

-

35.0%

---

30.0%

--

--

-

-

25 .0 %

1--

20.0 %

--

15.0 %

f---

--1 1-

10.0 %

5 .0 o/o

D

O.Oo/o

0

1- 5

--

--n---n--

--

6-10

---

---

11 - 15

--

16-20

--

1-

--

1-

r---

11-

2 1-30

More than 30

Where Anglers Shop
Survey respondents were asked where they bought their fishing gear /tackle.
Results were rated on a four point scale from 0 ="never" to 3 ="always". Specialty
fishing/tackle stores were rated highest at 1.87 (Table 17- Consumer Survey: Where
Anglers Shop).
Figure 13- Where Anglers Shop

2.00
1.80

_

1.60

-

1.40

1.87
.....---

-

1.18

1.00 0 .80 0 .60 0.40 0 .20 1.20

L

o.o_o _ _

--

--

--

--

0 .86

0 .36

II
I
I
~y

Discount store

Sporting Goods

Internet

0.38

I

I

r-

Mail-order

I

28

Motivation for Fishing
The 2006 Survey asked respondents to rate the reasons why they fish against a
variety of "motivations". These results (Table 18 - Consumer Survey: Angler
Motivation for Fishing) were consistent with the U.S. National Survey of Fishing,
Hunting, and Wildlife-Associated Recreation and with the 2000 Survey of
Sportfishing in British Columbia. The strongest motivations are in the
social/relaxation grouping (relaxation, companionship, family togetherness, close to
nature and to get away) with the challenge/competition grouping (for the challenge,
for large fish, many fish) of lower importance and "fish to eat" rated at the lowest
level.
--

--

4.50
;--

400 -

;--

I 350 -

--

--

3.00 -

--

-

2.50 -

r-----

-

r--r--r---

2.00 1.50 1.00 -

-

0.50 -

-

I

#'I>

~

~

~

~
~

6'

-

~

-

-

-

-

-

-

--

--

'<_'li

-

~

-

-

--

_

;--r-----

-

-

f--

-

r-----

-

-

f-

-

1--

-

--

--

--

--

r-r--

-

-

,.,

,o

-- -- -

--

~

.,._-s

<:-'li

--

-

-

~

-

r--r---

.,,

rF
,<§$
~...

-

-

-

--

-

--

--

-

0.00

-

-

--

"0

,._'li

~

,o

'<'<$'

w

<li

~

:<:-'li

"..::-"'

v

~

f--

.,<..<?'<:-

'!}<;;,

"

~

~

~

These trends beg the questions as to the extent to which the retail fishing
industry is aware of this shift in motivation. A comparison ofthe 2006 Consumer and
Retail Survey results shows that Retailers understanding of "fishing motivators"
match reasonably well with consumer responses, particularly in the social/relaxation
aspects. Retailers tend to put somewhat higher emphasis on fishing to eat and for
challenge/competition than consumer responses.

29
Figure 14- Consumer/Retailer Comparison of "Reasons for Fishing"

4.00 - r - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - ,
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00

+----'-----

SociaVrelaxation

Fish to eat
[ c 2006 Consumer Survey • 2006 Retailer Surv-e¥']

Retailers need to be sure to use appropriate marketing messages - moving
away from a focus on "catching the big one" and the competitive aspects of fishing
and toward messages and services that support changing consumer expectations.
An assumption going into the survey was that consumers who shopped
primarily at fishing/tackle stores would fall into the challenge/competition category
with discount stores attracting a greater proportion of anglers with relaxation/social
motivations. The following figure shows the index of motivation for fishing by store
type. The index is based on a scale of 1-5 with 1 being not important and 5 being
extremely important (Table 20 - Consumer Survey: Angler Motivation by Store
Shopped).

30
Figure 15- Motivation for Fishing by Store Always/Mostly Shopped

4.50

4.00

4.00

4.07

3.50
3.00
2.50

2.09

2.00
1.50
1.00
0.50
Social/relaxation

Challenge/competition

Fish to eat

D Specialty fishing

• Discount store

Consistent with previous research, social/relaxation motivation is high for all
anglers. Anglers who always or mostly shop at discount stores are more highly
motivated by fishing to eat and less motivated by fishing for challenge/competition.
A comparison of days fished by store type also supports this assumption.
Figure 16 - Days Fished by Store Shopped

2.5

2

~

~

.o

1.5
1.0
0.5
0.0

0

[

1-5

6-10

c:::=:::::J Specialty fishing

- - L o g. (Specialty fishing)

11-15

16-20
-

21-30

Discount store
Log. (Discount store)

> 30

l

31

Survey respondents were asked where they buy their fishing gear/tackle.
Responses were converted to an index weighting of 0-3 where 0 equals "never" and 4
equals "always". As can be seen from the chart above, survey respondents transfer
greater amounts of purchases to specialty fishing/tackle stores as their fishing activity
increases. Survey respondents who fished 30 days or more scored 2.0 on the index
compared to only .7 for discount stores. Anglers also increase their levels of on-line
and mail order purchases as fishing days increase.
Figure 17- Days Fished by Internet/Mail Order Shopping

0.7
0.6
0.5
0.4
0.3
0.2
0.1
0.0
0
~

1-5
Internet retailer -

6-10

11-15

16-20

tvlail-order --Log. (Internet

21-30

> 30

~

~

Log.

Activities Engaged in by Survey Respondents
Retail fishing/tackle stores should attempt to capture more of the Internet and
mail-order business by improving their selection and/or providing enhanced abilities
for customers to purchase non-stock and specialty items through the retail location.

Complementary Activities
Survey respondents were asked the extent to which they engaged in camping,
nature and bird watching, day hiking and backpacking during fishing trips. 52% of

32
survey respondents indicated that they engaged in camping often or always while
fishing. 44% engaged in nature/bird watching often or always and 34% engaged in
day hiking and/or backpacking (Table 22 - Consumer Survey - Other Activities
Engaged in While Fishing). Results were also averaged on a four point index from 0
= never to 3 = always.
Figure 18- Complementary Activities Engaged in While on Fishing Trips

1.80
1.53

1.60 1----

-

1.39

1.40

~

1.09

1.20 I - 1.00 10.80

-

1· -

~

I--

1-

0.63

I--

0 .60

-

0.40 10 .20

1---

0.00
Camping

Day hiking

Backpacking

Nature/bird watching
--

__j

These activities represent opportunities for Retailers to consider additional
products and/or services that are complementary to their current product lines.
Respondents were also asked to list other activities engaged in during fishing trips.
Responses to this question were summarized as follows:

33
Table 2 - Additional Activities Engaged in While on Fishing Trips
WATER ACTIVITIES
Boating
Canoeing
Swimming
Kayaking
Rafting
Diving I snorkeling
Water sports
Sailing
Personal watercraft

70
22
15
14
6
4
4
2
2

OUTDOOR SPORTS
Hunting
Mountain I bicycling
Target shooting
Sports
Archery
Snow shoeing

53

PHOTOGRAPHY

51

EXPLORING
Exploring
Prospecting I rockhounding
Mushroom I berry hunting
Beach combing
Geocaching
Artifact hunting
Fossil hunting

37
16
7
7
3
2

31

16
2
2

CAMPING ENTERTAINMENT
Reading
Drawing/painting/writing/crafts
Card and board games
Kite flying
Music I guitar
Bocci ball

28

LOCAL ENTERTAINMENT
Sight seeing
Shopping
Local restaurants I pubs
Golfing
Theatre
Local history

27

ATV I DIRT BIKE I 4-WHEELING

18

FISHING RELATED ACTIVITIES
Fly tying
Entomology and aquatic macroinvertabrates
Conservation activities - education I tagging
Study I view fish
Guiding

20

COOKING
Outdoor cooking
Picknicking
Gourmet cooking

16

OTHER
Drinking (primarily beer)
Cigar/pipe/smoking

13

6
4
2
2
1

9

6
5
5
1
1

9

4
3
2
2
11

4

18

5

Expenditures on Complementary Activities
Respondents were asked to indicated their annual expenditures on equipment
and supplies for complementary activities and outdoor apparel (Table 23 - Consumer
Survey: Annual Expenditures on Complementary Activities).

34
Figure 19- Annual Expenditures on Complementary Activities

45.0% , . - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - ,
40.0% - 1 - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - j
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
$101-250

I 0 Camping

$251-500

• Nature and Bird Watching

$501-1000

Over $1,000

o Day Hiking and Backpacking o Outdoor Apparel I

Nature and bird watching received the second highest indexed response re:
other activities engaged in while fishing at 1.39 out of 3. Respondents spend very
little on this activity however, with 50.3% of respondents indicating that they spend
$0 per year, 36.9% spending less than $100 per year and 10.7% spending from $100
to $500 per year.
Day hiking had a participation index response of 1.09. Backpacking had the
lowest participation response at .63. These activities also had the next lowest annual
expenditures with 25.5% of respondents indicating that they spend $0 per year, 43.6%
spending less than $100 per year and 20.2% spending from $100 to $500 per year.
Camping had the highest participation rate at 1.53 . Camping and outdoor
apparel had significantly higher expenditure patterns. 13.6% of respondents indicate
that they spend over $500 per year on camping equipment and supplies. An
additional 48.1% spend between $101 and $500 per year. 14.7% of respondents

35
indicate that they spend over $500 per year on outdoor apparel. An additional
66.3% spend between $101 and $500 per year.

Purchase Interest in Complementary Goods and Services
Respondents were asked to rank their interest in purchasing complementary
goods and services from specialty fishing/tackle stores (Table 24 - Consumer Survey:
Interest in Complementary Goods and Services). Results were averaged on a four
point index from 0 = not at all interested to 3 = very interested.
Figure 20- Purchase Interest in Complementary Equipment and Supplies

1.80
1.60

~

~

--

1.60

1.40

-

1.13

1.20

--

--

0.90

1.00
0.80

f--

-

-

-

-

~

0.53

0.60

-

0.40

-

0.20 r-

f--

-

-

--

-

0.00
Camping

I

Nature and Bird Watching

Day Hiking and
Backpacking

Outdoor Apparel

55.5% of respondents indicated that they were interested or very interested in
purchasing outdoor apparel from retail fishing/tackle stores. 32.7% of respondents
indicated that they were interested or very interested in purchasing camping
equipment and supplies from retail fishing/tackle stores. Results of camping and
outdoor apparel are consistent with the areas where consumers make the greatest

I

36
annual purchases. Based on this analysis, camping equipment and supplies and
outdoor apparel represent good potential opportunities for Retailers.
Respondents were also asked to list other equipment and supplies that they
would be interested in purchasing from retail fishing/tackle stores. Responses to this
question were summarized as follows:
Figure 21 -Respondent Requests for Other Equipment and Supplies
FISHING RELATED
Fly fishing and tying equipment I supplies
Fishing equipment I supplies
Fishing books
Rod building blanks I materials
Books on fishing
Waders and wading boots
Fish processing equipment
Bait
Licenses

38
19

BOATING
Boats
Boating equipment I accessories
Depth sounders I fish finders
Canoeing I kayaking gear
Personal flotation devices
Rain wear
Personal watercraft gear

16

OUTDOOR EXPLORATION
GPS units
Maps I charts
Optics I binoculars

14

7

3
2
2
2
1

4
4

3
2
1

6
6
2

HUNTING SUPPLIES I EQUIPMENT

10

FOOD
Beer
Snack foods I drinks
Dehydrated food
Ice

7
3
2
1
1

SAFETY RELATED
Safety I first aid equipment
Bear bangers and pepper spray
Sun block

5
3
1
1

PHOTOGRAPHIC EQUIPMENT I FILM

5

OTHER
Books
Novelty items
Adventure I specialty luggage
Cigars

2
2

1
1

37

Rental Opportunities
Respondents were asked to rank their interest in renting items from specialty
fishing/tackle stores. Results were averaged on a four point index from 0 = not at all
interested to 3 = very interested.
Figure 22 - Interest in Rental Items

1.20 , - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - ,
0.99

1.00
0.76

0.80

---

-

0.59

0.60
0.40 T---

0.20

-

-

0.37

1

I

I- I

-

~

0.00 + - - -- - ' - - - - ' - -- - - . - - - - - '- - - - - - - '- - - , - - - - -- - ' - - - - - ' - -- - - , - ----'-------'-------j
Aluminum boats

Pontoon Boats

Fishing Gear

Camping Gear _ j
--

----

30.4% of respondents indicated that they were interested or very interested in
renting pontoon boats from retail fishing/tackle stores. 23.4% of respondents
indicated that they were interested or very interested in renting aluminum boats.
16.8% of respondents indicated that they were interested or very interested in renting
fishing gear, and only 7.4% indicated that they were interested or very interested in
renting camping gear.
Comments from the survey also indicated an interest in renting fishing gear on
a try-before-you-buy basis.

38
Respondents were also asked to list other equipment that they would be
interested in renting from retail fishing/tackle stores. Responses to this question were
summarized as follows:
BOATING
Boats
Canoe I gear
Drift boat
Kayaks
Boat motors
Belly boats and fins
Pontoon boats
Small punts
Rubber raft

21

FISHING
Wading equipment
Quality rods and reels
Depth/fish finder equipment
Specialty tackle ie spey flyfishing, halibut

5

4
3
2
2
2
1
1

OTHER
Motor Homes I campers
High end cameras
Waterproof cameras
Hiking gear
GPS mapping equipment (chips)
Utility Trailers with boat racks

8
4
2

2
1
1
1
1
1

Interest in Trip/Travel Services
Respondents were asked to rank their interest in purchasing trip/travel related
services from specialty fishing/tackle stores. Results were averaged on a four point
index from 0 = not at all interested to 3 = very interested.
Figure 23- Interest in Trip/Travel Services

120

tOO 0.80

112

tOO

-

--

0.95

-

-

-

-

-

~~

0.91

~

0.60

-

0.40

-

0.20

-

0.00

Guiding and Charter Services

Packaged Fishing Vacations

Lodging

Transportation Services

39
32.2% of respondents indicated that they were interested or very interested
in purchasing guiding and charter services from retail fishing/tackle stores. 28.8% of
respondents indicated that they were interested or very interested in buying packaged
fishing vacations. 25 .8% of respondents indicated that they were interested or very
interested in buying lodging services and 23.7% indicated that they were interested or
very interested in buying transportation services.
These results are consistent with the primary challenges stated by anglerslack of time. Services focused on simplifying the purchasing process for anglers are
likely to meet with success.
Respondents were also asked to list other services that they would be
interested in purchasing from retail fishing/tackle stores. Responses to this question
were summarized as follows:
LESSONS /INFORMATION
Fishing lessons/coaching
Fly fishing lessons
Casting and tying lessons

11

Information

1

4
2

1

Self guided handbook for
fishing a particular area.

OTHER
Rod/reel maintenance and repair
Rod building
Maps, GPS locator,
Vehicle shuttling from a boat
launch to a take out
Shuttle service for rafting rivers

Specific fishery knowledge

2

PROCESSING -canning,
smoking , freezing, packaging

3

International fishing vacation
opportunities
Recreational real estate

3
1
1

40

Interest in Events/Activities
Respondents were asked to rank their interest in events and activities that
could be organized by specialty fishing/tackle stores. Results were averaged on a
four point index from 0 =not at all interested to 3 =very interested.
Figure 24- In terest in Events/Activities

1.60

1.49

1.40

r-

1.20

r----

1.00

r--

--

--

r--

0.73

-

r-

0 .98

-

0.80 f - - 0 .60

--

-

--

0 .99

-

--

-

--

0.40

--

~

-

0 .20

-

-

-

-

0.00
Fishing Buddy Programs

Fishing Clinicslworl<shops

Fishing Derbies

Family Fishing

~

50.6% of respondents indicated that they were interested or very interested in
fishing clinics/workshops. 31 .8% of respondents indicated that they were interested
or very interested in fishing derbies and 29.3% of respondents indicated that they
were interested or very interested in family fishing events. Only 18.5% of
respondents indicated that they were interested or very interested in "fishing buddy"
programs.

I

41
Respondents were also asked to list other events and activities that could be
organized by specialty fishing/tackle stores. Responses to this question were
summarized as follows:
SEMINARS I TRAINING
Fly tying clinics
Casting clinics (fly fishing)
Seminars
Angler ethics
On-the-water I field clinics
Fishing clinics for women
Rod building courses
Drop-in fly tying
Casting certification
Entomology
Photography for anglers

23

BOATING CERTIFICATION

1

5

4
3
2
2
2
1
1
1
1
1

ACTIVITIES I EVENTS
Club sponsorship I events
Demo days for equipment
Kids events I days
Competitions I derbies
Spey claves
Flyfishing Expos
Hiking tours
Guiding information
Blind dates for anglers

16

CONSERVATION
Conservation awareness
Habitat restoration I river clean-up
Recycling of lines and hooks

15

3
3
3
2

1
1
1
1

6
8

1

42

Interest in Shopping/Convenience Services
Respondents were asked to rank their interest in events and activities that
could be organized by specialty fishing/tackle stores. Results were averaged on a
four point index from 0 = not at all interested to 3 = very interested.
Figure 25- Interest in Shopping/Convenience Services

2.50

2.00 1 -

178

--

2.04

--

177

I
142

150 1 - 0.95

too f 0.50 1 - -

1--

0.00

l_

I

f-

W eb Site

Loyal ty prog ram s

Ord er Non stock/specialty

Gift Registration

Information Kiosks

J

73.8% of respondents indicated that they were interested or very interested in
purchase discounts for frequent purchase (loyalty programs). 63 .8% of respondents
indicated that they were interested or very interested in store web-sites. 62.9% of
respondents indicated that they were interested or very interested in being able to
order non-stock/specialty items. 51.1 % of respondents indicated that they were
interested or very interested in information kiosks. 26.9% of respondents indicated
that they were interested or very interested in gift registration programs.
These results are consistent with consumer expectations for value and ease-ofpurchase. Of particular interest was the ability to order non-stock/specialty items.
The majority of retailers surveyed indicated that they provide this service, but the
consumer survey seems to indicate that their customers are either unaware, or this
current service offering is not meeting their needs adequately. Retailers should look
for methods to highlight/promote this service more effectively.

43

CONCLUSIONS
There appear to be significant opportunities in this sector for increased
economies of scale and/or scope. Cost efficiencies may be realized by spreading
fixed costs over more units (stores/sales), and by taking advantage of more efficient
technology. Scope efficiencies can result from sharing physical inputs, information
systems, databases etc. Some examples where savings could be realized include:
Brand value - marketing efficiencies and reduced cost per advertising
impression by spreading fixed costs and reaching a wider audience
More efficient inventory management through the use of POS technology
and sharing of inventory resources
Lowering unit costs through increased purchasing power
Improved operations systems
Shared training costs
Increased sales and/or savings by increasing the variety of goods and/or
service provided (leverage core competencies
Sharing information and approaches
Sharing costs
Angler participation is dropping across North America. The primary reasons
for this are: time constraints; decreasing opportunities for fishing as waterways are
developed and are no longer suitable for sport-fishing; declining fishing quality; an
increase in the number of recreational alternatives; and a shift in population from

44
rural to urban centers. Retail fishing/tackle stores are also challenged by the
growth of discount stores and Internet retailers.
In order for retail freshwater tackle/fishing stores in B.C. to grow their
businesses they will need to consider other products and services that can be added to
the fishing package to increase store revenues. Identifying these opportunities
requires an understanding of broader demographic trends and the activities and
preferences of anglers.
An increasing number of fishers are fishing for relaxation, familial and

naturalistic values. Potential opportunities for freshwater fishing/tackle stores include
identifying and developing ways to save time for anglers, and positioning stores to
support angling as a family-oriented sport. Anglers are consumers of other outdoor
recreation products and services. Nature/bird watching, hiking, backpacking and
camping represent growth sectors in areas that are also popular with anglers.
The majority of retail operations responding to the Retailer Survey were
independent single-location stores. Sales of complementary goods and services,
rental items and trip/travel services was limited. The majority of stores surveyed
provide events and promotions focused on increasing customer traffic. Independent
fishing/tackle stores have also been slow to adopt technology enhancements focused
on improving customer service and profitability. Point-of-sale systems and ecommerce capabilities are two examples of systems that are rapidly becoming the
standard "cost of entry" for most retail operations, but are difficult to implement for
single independent stores. Independent stores also take limited advantage of

45
economies-of-scale opportunities such as buying groups, cooperative advertising
and sharing of training expenses.
Active/avid anglers tend to shop more at specialty fishing/tackles stores,
through the Internet and through mail order. Retail fishing/tackle stores should
attempt to capture more of the Internet and mail-order business by improving their
selection and/or providing enhanced abilities for customers to purchase non-stock and
specialty items through the retail location.
Camping equipment and supplies and outdoor apparel are the two product
categories with the highest consumer expenditures and interest. These products
represent complementary product and service opportunities for Retailers. Organizing
and packaging charter services, packaged fishing vacations, lodging and
transportation services are also a strong opportunity. Fishing clinics/workshops,
fishing derbies, and family fishing events present opportunities for retailers to
increase fishing participation, store traffic and improve the fishing experience for
anglers. Shopping convenience services- loyalty programs, web-sites, ordering of
non-stock/specialty items and information kiosks received strong interest. These
services represent opportunities for retailers to capture additional market that is
currently moving toward internet and catalogue stores. There was limited interest in
renting pontoon and aluminum boats from retail fishing/tackle stores.
Independent retailers need to consider these opportunities carefully. A
thorough understanding of the market, competition, firm resources, and the desired
market position needs to be undertaken prior to moving forward with new ideas.

46

RESEARCH METHODOLOGY
Secondary Research
A variety of secondary research resources were accessed using Google
Scholar and the University ofNorthem British Columbia on-line library. Secondary
Research resources are listed in Appendix 5- Bibliography.

Survey Methodology
All surveys were completed using Zoomerang© survey software.
Consumer Survey

Consumers were surveyed in order to obtain a better understanding of
consumer demographics including age, sex, location, urban/rural, fishing days,
fishing motivation, interest in additional products and services and interest in
additional fishing-related products and services. Survey sample, objectives and
question format is attached as Appendix 1.
The sample for the consumer survey was developed as follows:
•

The researcher' s contact list of approximately 600 addresses.

•

A contact list of 322 lodges, resorts and campgrounds was developed
from various fishing, camping and guiding web-sites.

•

A contact list of 36 clubs, organizations and suppliers was developed
from various web-sites.

•

Retailers who were sent the retail survey were asked to forward the
survey on to their customer/contact lists.

47
Each of these contacts was e-mailed the Consumer Survey request
(Appendix 2 - Consumer Survey e-mail). Contacts were also asked to
forward the survey to other friends and contacts who fish.
Postings were made to two fishing bulletin boards: Fly Anglers Online
http://www.flyanglersonline.com/ and Sport Fishing BC
http://www. sportfishing bc.com/index. htm.
A survey link was posted on the Freshwater Fisheries Society of B.C. website.
863 surveys were completed. Respondents who had not fished at least once in
the last 5 years, or were not from British Columbia and had not purchased a BC
Provincial or Federal Tidal licence in the past 5 years were excluded from the final
sample. 569 completed surveys were included in the final survey analysis.
There are two primary limitations to note from this methodology. The first is
that only those individuals with access to the Internet were able to complete the
survey. Given that over 68% of Canadians had access in 2002 this is not expected to
have had a major influence on the survey results. The second, and more important

limitation is that less "avid" fishermen are unlikely to visit web sites and/or respond
to surveys targeted at fishing. It is expected therefore that survey respondents would
represent more active anglers.

48
Retail Survey

Retailers will be surveyed in order to obtain a better understanding of the
number of stores owned, age and sex of the owner( s), understanding of consumer
motivation for fishing, non-fishing goods and services currently offered, fishingrelated goods and services currently offered, and the utilization of inventory
management systems.
The sample for the retailer survey was drawn from four primary sources:
•

Yellow Pages on-line listings for the category of fishing tackle retail
http://business.superpages.ca/yp. basic. jsp.

•

The Sportfishing BC web-site www.sportfishingbc.com

•

The Province of British Columbia database of fishing licence vendors.

•

Kalamalka Fly-fishers web-site http://www.kalflyfishers.ca/ .

119 potential respondents were identified. Where possible, e-mail addresses
were obtained through Internet resources. Where these were not available, potential
respondents were telephoned and asked for their e-mail address. This process
resulted in a total of 112 Businesses who were sent a survey request through
Zoomerang. In order to encourage response, respondents were offered a copy of the
survey results. Two follow-up e-mails were also sent out. Twenty-five completed
surveys were returned. In order to meet the profile of a Freshwater Specialty
Fishing/Tackle Store only those respondents who indicated at least 40% of their total
sales originating from freshwater fishing were included in the final analysis. A total
of 13 surveys were included in the final results.

49

APPENDIX
Appendix 1 -Consumer Survey
Introduction
This survey is part of a Masters of Business Administration project being undertaken
by Greg Lawrence at the University ofNorthem British Columbia.
The objective of the project is to identify complementary goods and services that can
be offered by retail fishing/tackle stores to improve sales and profitability and
enhance the customer experience.
This work is being undertaken in consultation with the Freshwater Fisheries Society
of BC. The results of this survey will be shared with the FFSBC as part of a shared
effort to enhance the sport fishing industry.
Your participation will provide retailers with the information they need to provide
products and services that better match your needs.
Have you fished at least once in the last 5 years. Question type: Choice - one
answer
•

Yes

•

No

Which age group do you fall into? Question type: Choice - One Answer
•

Under 20

•

20-24

•

25-34

•

35-44

•

45-54

•

55-64

•

65 and over

Male/female Question type: Choice - One Answer
Where do you live? Question type: Choice - One Answer

•

British Columbia

• Alberta
• Washington
• Other Canadian province
• United States

50

How would you describe the community you live in? Question type: Choice One Answer
•

Urban/City

•

Suburban

•

Small Town

•

Rural

What was your household income in the last year? Question type: Choice - One
Answer
•

Urban/City

•

Suburban

•

Small Town

•

Rural

In which licence years (April to March) did you buy a B.C. Provincial
FRESHWATER Fishing Licence? Question type: Multiple Answers
•

2005/06

•

2004/05

•

2003/04

•

2002/03

•

2001102

•

None ofthe above

In which licence years (April to March) did you buy a FEDERAL TIDAL
Fishing Licence? Question type: Multiple Answers

• 2005/06
• 2004/05
• 2003/04
•

•
•

2002/03
2001102
None of the above

51
How many days did you fish in the last year? Question type: Choice - One
Answer

•

•

0
1-5

• 6-10
• 11 -15
• 16-20
• 21-30
• More than 30
In what waters do you usually fish? Question type: Rating scale, 4 point scale,
never to always.
•

Tidal/saltwater

•

Freshwater lakes

•

Freshwater streams and rivers

Please rank the following reasons why you fish. Question type: Rating scale, 5
point scale, not important to extremely important.

• Relaxation
• Companionship
• Family togetherness
• To be close to nature
• To get away
• Fish to eat
•

For the challenge

•

To catch many fish

• To catch large fish
To what extent do you engage in the following activities during fishing trips?
Question type: Rating scale, 4 point scale, never to always.
•

Camping

•

Day hiking

•

Backpacking

•

Nature/bird watching

What other activities do you engage in while on fishing trips? Question type:
Open ended

52

Where do you buy your fishing gear/tackle? Question type: Rating scale, 4
point scale, never to always.
•

Specialty fishing/tackle store

•

Discount store (e.g. Canadian Tire I Wal-Mart)

•

Sporting goods store

•

On-line Internet retailer

•

Mail-order catalogue

Approximately how much do you spend annually on equipment and supplies for
the following activities (not including vehicles and boats)? Question type: Matrix,
single choice per category, $0, $1-100, $101-250, $251-500, $501-1,000, Over
$1,000.
•

Camping equipment/supplies including: camping books, magazines, DVDs or
videos; camp furniture; camp stoves and cooking equipment; sleeping bags
and pads; tents.

•

Nature and Bird Watching equipment/supplies including: bird watching
books, magazines, DVDs or videos; binoculars or spotting scopes; bird
feeders and bird food; birdhouse cameras.

•

Day Hiking and Backpacking equipment/supplies including: books,
magazines, DVDs or videos; backpacks; daypacks and hydration; GPS units;
altimeters; compasses; maps; walking sticks and poles; water purification.

•

Outdoor apparel including: outerwear and rainwear; headgear; hiking shoes
and boots.

To what extent would you be interested in purchasing the following
equipment/supplies from specialty fishing/tackle stores. Question type: Rating
scale, 4 point scale, not at all interested to very interested
•

Camping equipment

•

Nature and Bird Watching equipment

•

Hiking and Backpacking equipment

•

Outdoor apparel

Is there other equipment of supplies not listed above that you would like to be
able to purchase from specialty fishing/tackle stores? Question type: Open ended

53

To what extent would you be interested in renting the following items from
specialty fishing/tackle stores. Question type: Rating scale, 4 point scale, not at all
interested to very interested

•
•

Aluminium boats
Pontoon boats

• Fishing gear
• Camping gear

Are there other items not listed above that you would like to be able to rent from
specialty fishing/tackle stores? Question type: Open ended
To what extent would you be interested in purchasing the following services
through specialty fishing/tackle stores. Question type: Rating scale, 4 point scale,
not at all interested to very interested
•

Guiding and charter services

•

Packaged fishing vacations

•

Lodging

•

Transportation services (i.e. float planes)

Are there other services not listed above that you would like to be able to
purchase through specialty fishing/tackle stores? Question type: Op en ended
To what extent would you be interested in participating in the following
activities/events if they were organized by specialty fishing/tackle stores.
Question type: Rating scale, 4 p oint scale, not at all interested to very interested
•

Fishing buddy programs (someone to fish with)

•

Fishing clinics/workshops

•

Fishing derbies

•

Family-oriented fishing events

Are there other activities that you would like to see specialty fishing/tackle stores
organizing? Question type: Open ended
How interested would you be in the following services if they were offered by
specialty fishing/tackle stores. Question type: Rating scale, 4 point scale, not at all
interested to very interested
•

Web site

•

Customer discounts for frequent purchases

•

Ability to order non-stock and specialty items

•

Gift registration

•

Information kiosks for product and fishing information

Are there other services not listed above that you would like to see provided by
specialty fishing/tackle stores? Question type: Op en ended

54

Appendix 2- Consumer Survey e-mail
My name is Greg Lawrence. I am a graduate student working toward my (MBA)
Masters of Business Administration at the University of Northern British Columbia.
My Masters Project is to "Identify complementary goods and services that can be
offered by retail fishing/tackle stores in B.C. to improve sales and profitability, and
enhance the customer experience."
A major part of this project involves a consumer survey which will provide insight
into angler demographics, motivations for fishing, other activities undertaken while
fishing, shopping patterns and product/service needs.
Your participation will provide BC fishing/tackle stores with information they need to
provide products and services that better match customer needs. It will also help me
to graduate©.
This work is being undertaken in consultation with the Freshwater Fisheries Society
of BC. The results of this survey will be shared with the FFSBC as part of a shared
effort to enhance the sport fishing industry.
Please take 5 minutes to complete the survey by clicking on this survey link.
If you can' t see the link cut and paste the following address into your web browser:
http://www .zoomerang.com/recipient/survey-intro .zgi ?p= WEB2254 WYD 59RF
Also please consider forwarding this e-mail on to your fishing clients/friends the more responses I get the better the results of the work will be.

If you have any questions, you can e-mail me directly at greg@cfguesnel.com, or call
me at 250-747-1212 (days) or 250-747-3857 (evenings).
Thanks
Greg Lawrence

55

Appendix 3- Retailer Survey
Introduction

The following survey is being undertaken in consultation with the Freshwater
Fisheries Society of BC. The results of the report will shared with the FFSBC as part
of a shared effort to enhance the sport fishing industry.
The results of the survey will also be shared with all retailers who complete the
survey. Survey results will include a profile of angler demographics, why anglers
fish, and the extent to which they are interested in purchasing additional goods and
services.
Only compiled results will be made public. Individual survey responses will not be
published or shared.
This survey is part of a research project being undertaken by Greg Lawrence to obtain
a Masters of Business Administration degree from the University ofNorthern British
Columbia.
Individual survey responses will not be reported or distributed to anyone under any
circumstances.
All respondents who complete the survey are eligible to receive a free copy of all
project results including:
- Consumer survey results
- Retailer survey results
- Extensive secondary research on: consumer and retail trends, demographic and
behavioral profile of anglers, angler activities, and retail product/service opportunities
-Internet-accessible bibliography of related resources
If you would like a copy of the project results please enter your e-mail address
below. Question type: Open ended
Which of the following best describes your business? Question type: Choice - One
Answer

• Discount store
• Sporting goods store
• Specialty fishing/tackle store
• Internet retailers
• Mail-order catalogue
• Other, Please Specify

56

How many locations do you operate? Question type: Choice - One Answer
•

One

•

Two

•

Three

•

More than three

Approximately what percentage of your sales comes from each of the following
areas? Question type: Matrix, single choice per category, None, 5%, I 0%, 20%,
40%, 60%, 80%, I 00%
•

Freshwater fishing equipment and supplies

•

Saltwater fishing equipment and supplies

•

Hunting

•

Other

What major categories of goods/services are included in "other" from the
question above? Question type: Open ended
How important do you believe the following motivation/reasons are in explaining
why your customers fish? Question type: Rating scale, 5 point scale, not important
to extremely important.

• Relaxation
• Companionship
•

Family togetherness

•

For the challenge

• To be close to nature
• To get away
• Fish to eat

•
•

To catch large fish
To catch many fish

57

Approximately how much of your annual sales is derived from the following
goods? Question type: Matrix, single choice p er category, $I-I, 000; I, 000-5, 000;
5,000-IO,OOO; I0,000-20,000; 20,000-50,000.
•

Nature and Bird Watching equipment/supplies including: bird watching
books, magazines, DVDs or videos; binoculars or spotting scopes; bird
feeders and bird food; birdhouse cameras.

•

Day Hiking and Backpacking equipment/supplies including: books,
magazines, DVDs or videos; backpacks; daypacks and hydration; GPS units;
altimeters; compasses; maps; walking sticks and poles; water purification.

•

Camping equipment/supplies including: camping books, magazines, DVDs or
videos; camp furniture ; camp stoves and cooking equipment; sleeping bags
and pads; tents.

•

Outdoor apparel including: outerwear and rainwear; headgear; hiking shoes
and boots.

Approximately how much ofyour annual sales is derived from renting the
following goods? Question type: Matrix, single choice per category, $I-I , 000;
I, 000-5, 000; 5, 000-I 0, 000; I 0, 000-20, 000; 20,000-5 0, 000.
•

Aluminium boats

•

Pontoon boats

•

Fishing gear

•

Camping gear

Are there other items listed above that you rent to customers? Question type:
Open ended
To what extent does you store provide customers with assistance with the
following trip/travel services? Question type: Matrix, single choice p er category,
None, Limited/informal assistance; promotion of other business ' services; Organizing
and packaging ofservices.
•

Guiding and charter services

•

Packaged fishing vacations

•

Lodging

•

Transportation services (i.e. float planes)

Are there other trip/travel services not listed above that you provide to
customers? Question type: Open ended

58

How many times per year does your store organize or promote the following
activities? Question type: Matrix, single choice per category, None, 1-5 per year; 510 per year; More than I 0.
•

Fishing buddy programs (someone to fish with)

•

Fishing clinics/workshops

•

Fishing derbies

•

Family-oriented events

Are there other activities that your store organizes to promote more fishing?
Question type: Open ended
Does your store offer the following shopping/convenience services? Question
type: Matrix, single choice per category, No, Limited, Yes.
•

Web site

•

Customer discounts for frequent purchases

•

Ability to order non-stock and specialty items

•

Gift registration

•

Information kiosks for product information and fishing tips

Are there other shopping/convenience services not listed above that your store
offers? Question type: Open ended
To what extent does your store engage in the following cooperative activities
with suppliers and/or other retailers? Question type: Matrix, single choice per
category, Never; Occasionally; Often; Always.
•

Cooperative advertising with suppliers

•

Cooperative advertising with other retailers

•

Buying cooperatives (sharing product orders with other retailers)

•

Sharing training costs with other retailers

•

Sharing information and approaches with other retailers

Are there other cooperative methods that you are involved with to enhance your
store's customer service and/or performance? Question type: Open ended

59

Appendix 4- Retailer Survey Follow-Up Request #1
Top 5 Reasons not to answer Greg's Fishing Retailer Survey
1. I tried and I keep getting the same page

Please try again. All questions with an asterisk* next to them need to be answered
completely. If you miss part of a question and press the SUBMIT button, the page
will come back with an error message on the top showing which questions you
missed. If you have any problems please call me and I will be happy to help.
2. Is this a scam or spam?

Neither. If you are unsure, here are a couple of tests. First, go to the web site for the
Freshwater Fisheries Society ofBC www.gofishbc.com, and look under Recent News
- Participate in an Angler Survey. That is the link to the consumer survey that is also
part ofthe project. FFSBC would not post this if it were a scam. Second, call mescammers and spammers don' t provide their home and work telephone numbers. I
would be happy to talk to you about my research.
3. What's in it for me?

By participating in this survey, you will obtain access to the fmal report and survey
results. The results of the consumer survey should be particularly interesting for you
as it will provide insight into angler demographics, motivations for fishing, other
activities undertaken while fishing, shopping patterns and product/service needs. The
consumer survey is going great and there are already over 300 valid consumer
surveys completed.
4. I don't have time to answer a survey

The whole survey should take less than 5 minutes. By comparison, I have over 200
hours invested in this project and I will be happy to share all of my results with you at
no cost. You get the benefit of all of this work for 5 minutes of your time.
5. I don't want to share my business information with others

Only the "rolled-up" results will be shared. I am the only one who will ever have the
individual results and I will not provide them to anyone.
Please take 5 minutes to complete the survey by clicking on the survey link below.
If you have any questions, you can e-mail me directly at greg@cfquesnel.com, or call
me at 250-747-1212 (days) or 250-747-3857 (evenings).
Thanks
Greg Lawrence

60

Appendix 5- Retailer Survey Follow-up Request #2
Last Chance for the BC Fishing Survey!
Time is running out. The Consumer and Retailer surveys will be closed Tuesday,
March 28 at 9:00A.M. If you want to be included, you need to complete your
Retailer survey before that time.
If you received this e-mail, I have not received your Retailer Survey results. Please
note that there were two surveys sent out, a Consumer Survey and a Retailer Survey.
Some ofyou may have completed the Consumer Survey, but still need to complete
the Retailer survey. Some of you may have had problems fully completing the
survey. If you need help please call me.
In order to receive the full report you need to complete the Retailer Survey by
clicking on the survey link at the bottom of this page.
For a preview of consumer survey results paste the following link into your Explorer
address bar:
http://www.zoomerang .com/reports/public report.zqi?ID=L22KW5J7RTY. In addition to

extensive secondary research, the full report will include the results of the retailer
survey and much more detail on the consumer survey including summaries of openended questions and important cross-tabulations.
If you have any questions, you can e-mail me directly at greg@cfquesnel.com, or call
me at 250-747-1212 (days) or 250-747-3857 (evenings).
Thanks
Greg Lawrence

61

Appendix 3- Tables
Table 3- Retail Survey: Sales by Product Category
Category
Freshwater Fishing
Saltwater Fishing
Hunting
Other

0%

0
2
5
2

5%

10% 20% 40% 60% 80% 100% %of Sales
6
4
2
1
57%
0
0
2
4
1
12%
0
0
0
3
2
1
2
0
0
0
10%
3
3
1
0
0
21%
2
2
100%

0
4

Table 4- Retail Survey: Sales from Complementary Goods

Count

Camping
Day hiking/backpacking
Nature/bird wa tching
Outdoor Apparel
Percentages
Camping
Day hiking/backpacking
Nature/bird watching
Outdoor Apparel

$0-1000

$1 ,0005,000

$5,00010,000

$10,00020 ,000

5
7
11
2

6
4
1
5

2
1
1
5

0
1
0
1

0
0
0
0

0
0
0
0

13
13
13
13

38.5%
53.8%
84.6%
15.4%

46.2%
30.8%
7.7%
38.5%

15.4%
7.7%
7.7%
38.5%

0.0%
7.7%
0.0%
7.7%

0.0%
0.0%
0.0%
0.0%

0.0%
0.0%
0.0%
0.0%

100.0%
100.0%
100.0%
100.0%

$0-1 000

$1 ,0005,000

$5,00010,000

$10,00020,000

13
11
11
13

0
2
2
0

0
0
0
0

0
0
0
0

0
0
0
0

0
0
0
0

13
13
13
13

100.0%
84.6%
84 .6%
100.0%

0.0%
15.4%
15.4%
0.0%

0.0%
0.0%
0.0%
0.0%

0.0%
0.0%
0.0%
0.0%

0.0%
0.0%
0.0%
0.0%

0.0%
0.0%
0.0%
0.0%

100.0%
100 .0%
100.0%
100.0%

None
1
3
2
7

Limitedinform al
assistance
0
2
6
5

7.7%
23 .1%
15.4%
53 .8%

0.0%
15.4%
46.2%
38.5%

$20 ,000- More than
50 ,000
$50,000

Total

Table 5- Retail Survey: Sales from Rentals

Alu minum boats
Pontoon boats
Fishing gear
Camping gear
Aluminum boats
Pontoon boats
Fishing gear
Camping gear

Count

Percentages

$20,000- More than
50,000
$50 ,000

Total

Table 6- Retail Survey: Tripffravel Services

Count
Guiding and charter services
Packaged fishing vacations
Lodging
Transportation services
Percentages
Guiding and charter services
Pakaged fishing vacations
Lodging
Transportation services

Promotion Organizing
of other
and
business' packag ing
services of services
7
5
6
2
5
0
1
0
53.8%
46.2%
38.5%
7.7%

38 .5%
15.4%
0.0%
0.0%

Total
13
13
13
13
100.0%
100.0%
100.0%
100.0%

62
Table 7- Retail Survey: Promotion of Activities

Count
Fishing buddy programs
Fishing clinics/workshops
Fishing derbies
Family fishing events
Percentages
Fishing buddy programs
Fihing clinics/workshops
Fishing derbies
Family fishing events

None
9
2
5
4

1-5 per
year
4
7
8
8

5-10 per
year
0
1
0
1

More than
10
0
3
0
0

13
13
13
13

69.2%
15.4%
38.5%
30.8%

30.8%
53.8%
61.5%
61.5%

0.0%
7.7%
0.0%
7.7%

0.0%
23.1%
0.0%
0.0%

100.0%
100.0%
100.0%
100.0%

Table 8 - Retail Survey: Shopping/Convenience Services
Count
Web site with store/product information

No

Limited

Yes

Total

38.5%
69.2%
46.2%
0.0%
38.5%
46.2%

30.8%
7.7%
30.8%
15.4%
38.5%
46.2%

30.8%
23.1%
23.1%
84.6%
23.1%
7.7%

100.0%
100.0%
100.0%
100.0%
100.0%
100.0%

5
9
6
0
5
6

Web site with product ordering
Customer loyalty programs
Order non-stock/specialty items
Gift registration
Information kiosks

4
1
4
2
5
6

4
3
3
11
3
1

13
13
13
13
13
13

Percentages
Web site with store/product information
Web site with product ordering
Customer loyalty programs
Order non-stock/specialty items
Gift registration
Information kiosks

Table 9- Retail Survey: Cooperative Activities
Count
Cooperative advertising with suppliers
Cooperative advertising with other retailers
Buying cooperatives
Sharing training costs with other retailers
Sharing information/approaches with other retailers
Percentages
Cooperative advertising with suppliers
Cooperative advertising with other retailers
Buying cooperatives
Sharing training costs with other retailers
Sharing information/a pproaches with other retailers

Never
3
8
6
13
3

Occasion

23.1%
61 .5%
54.5%
100.0%
23.1 %

5
5
0
6

Often
3
0
0
0
4

Always
0
0
0
0
0

Total
13
13
11
13
13

53.8%
38.5%
45.5%
0.0%
46.2%

23.1 %
0.0%
0.0%
0.0%
30.8%

0.0%
0.0%
0.0%
0.0%
0.0%

100.0%
100.0%
100.0%
100.0%
100.0%

7

~

63
Table 10- Survey ofSportfishing, Consumer Survey and BC Stats: Age Groups
2006 Consumer Survey

#

Under 20
20-24
25-34
35-44
45-54
55-64
65 and over

19
24
95
112
176
111
32
569

%
3.3%
4.2%
16.7%
19.7%
30.9%
19.5%
5.6%
100.0%

2000 BC Sportfishing Survey
%
#
Under20
6,234
2.6%
20-24
7,623
3.2%
25-34
30,017
12.7%
35-44
57,283
24.2%
45-54
61 ,337
25 .9%
55-64
43,109
18.2%
13.2%
31 ,151
65 and over
236,754
100.0%
2005 BC Stats
Under 20
20-24
25-34
35-44
45-54
55-64
65 and over

#

1008013
263455
577876
693307
594020
373949
528578
4039198

%
25.0%
6.5%
14.3%
17.2%
14.7%
9.3%
13.1%
100.0%

2006 Survey Grouped
%
#
0-34
138
24.3%
19.7%
35-44
112
45-54
176
30.9%
143
25 .1%
55 and over
569
100.0%

2000 Survey Grouped
0-34
35-44
45-54
55 and over

BC Stats Grouped
0-34
35-44
45-54
55 and over

Table 11 -Consumer Survey: Respondents by Sex

Male
Female

#

496
73
569

2006
#
87 .2% 184,143
12.8%
51 ,551
100.0% 235,694

#

43,874
57 ,283
61 ,337
74,260
236,754

2000
78.1%
21.9%
100.0%

#

1849344
693307
594020
902527
4039198

%
18.5%
24.2%
25 .9%
31.4%
100.0%

%
45.8%
17.2%
14.7%
22 .3%
100.0%

64
Table 12- Consumer Survey- Days Fished by Sex

0
1-5
6-10
11-15
16-20
21-30
More than 30

Count
Male Female
10
11
18
39
46
12
36
8
45
7
64
3
256
496

14
73

Percentage
Male
Female
2%
15%
8%
25%
9%
16%
7%
11%
9%
10%
13%
4%

Total

21
57
58
44
52
67

270
569

52%

19%

Table 13- Consumer Survey: Respondents by Province/State

BC
Alberta
Washington
Other

#

485
42
14
28
569

2006
#
85 .2% 235,694
7.4%
24,026
2.5%
18,461
4.9%
29 ,116
100.0% 307,297

2000
77%
8%
6%
9%
100.0%

Table 14- Consumer Survey: Respondents by Type of Community

Urban/City
Suburban
Small Town
Rural

#

213
95
188
73
569

%
37.4%
16.7%
33 .0%
12.8%
100.0%

Table 15- BC Survey ofSportfishing and Consumer Survey: Income Grouping
Less than $20,000
$20,000 to 40,000
$40,000 to 60,000
$60,000 to 80,000
More than $80 ,000
Don't know/no answer

#

20
62
107
98
196
86
569

2006
3.5%
10.9%
18.8%
17.2%
34.4%
15.1%
100.0%

2000
6.4%
15.6%
18.2%
14.6%
18.3%
26 .9%
100.0%

65
Table 16- Consumer Survey: Days Fished in 2005

0
1-5
6-10
11-15
16-20
21-30
More than 30

#

21
57
58
44
52
67
270

569

2006
3.7%
10.0%
10.2%
7.7%
9.1%
11.8%
47.5%
100.0%

2000

-

171
464
572
936
1,709
8,100
11,952

Table 17- Consumer Survey: Where Anglers Shop

Specialty
Discount store
Sporting Goods
Internet
Mail-order

1
2
Never Sometimes
17
148
300
178
103
288
387
163
376
174

3
Often
294
81
152
15
15

4
Always Total
110
569
10 569
26
569
4
569
4
569

Table 18- Consumer Survey: Angler Motivation for Fishing
Consumer
Relaxation
Companionship
Family together
Close to nature
To get away
Fish to eat
The challenge
Large fish
Many fish

1

9
76
125
10
9
244
47
104
149

2
12
90
106
15
23
131
59
105
140

3
79
171
126
92
68
104
101
165
184

4
196
165
124
194
198
55
197
122
65

5 Total
273 569
67 569
88 569
258 569
271 569
35 569
165 569
73 569
31 569

Avg
4.25
3.10
2.90
4.19
4.23
2.13
3.66
2.92
2.45

Consumer Grouped
Social/relaxation
Fish to eat
Challenge/competition

229
244
300

246
131
304

536
104
450

877
55
384

957
35
269

3.73
2.13
3.01

Avg
1.87
0.86
1.18
0.36
0.38

66
Table 19- Retail Survey: Understanding of Angler Motivation for Fishing
Retailer
Relaxation
Companionship
Family together
Close to nature
To get away
Fish to eat
The challenge
Large fish
Many fish
Retailer Grouped
Social/relaxation
Fish to eat
Challenge/competition

1

2

3

0
0
0
0
0
2
0
0
1

0
4
2
3
0
5
0
3
6

1
4
5
2
1
3
1
4
5

0
2
1

9
5
9

13
3
10

4

8
4
5
5
7
2
9
5
1

29
2
15

5

4
1
1
3
5
1
3
1
0

14
1
4

Total
13
13
13
13
13
13
13
13
13

Avg
4 .23
3.15
3.38
3.62
4.31
2.62
4.15
3.31
2.46

3.74
2.62
3.31

Table 20- Consumer Survey: Angler Motivation by Store Shopped
Social/relaxation
Weighted
average

Specialty fishing/tackle store
Never
Sometimes
Mostly
Always

Fish to eat
Weighted
average

Challenge/competition
Weighted
average

3.87
3.97
3.89
4.28

1.59
2.14
1.70
1.45

1.35
2.65
3.16
3.27

Never
Sometimes
Mostly
Always

3.99
3.96
4.02
4.42

1.36
1.91
2.09
2.10

2.96
3.13
2.71
1.93

Never
Sometimes
Mostly
Always

3.91
3.96
3.98
4.66

1.65
1.68
1.95
2.00

2.99
2.95
3.01
3.41

Never
Sometimes
Mostly
Always

4.01
3.96
3.63
4.55

1.93
1.45
0.87
1.75

2.95
3.11
2.82
3.08

Never
Sometimes
Mostly
Always

3.99
3.98
3.85
4.35

1.89
1.48
2.13
1.25

2.98
2.99
3.47
2.92

Discount store

Sporting goods store

On-line Internet retailer

Mail-order catalogue

67
Table 21- Consumer Survey: Days Fished by Store Shopped

Specialty fishing
Discount store
Sporting goods
Internet retailer
Mail-order

0
1.1
0.8
1.0
0.2
0.1

1-5 6-10 11-15 16-20 21-30
1.5
1.7
1.8
1.9
1.9
1.1
1.0
0.8
0.9
0.9
1.2
1.3
1.2
1.3
1.2
0.1
0.2
0.4
0.3
0.5
0.2
0.3
0.5
0.4
0.6

> 30

2.0
0.7
1.1
0.5
0.5

Table 22 - Consumer Survey- Other Activities Engaged in While Fishing

Camping
Day hiking
Backpacking
Nature/bird watching

1
0
Never Sometimes
55
220
126
294
264
260
120
198

2
Often
233
119
39
160

3
Always
61
30
6
91

Percentage
Camping
Day hiking
Backpacking
Nature/bird watching

9.7%
22 .1%
46.4%
21.1%

38.7%
51.7%
45.7%
34.8%

40.9%
20.9%
6.9%
28.1%

10.7%
5.3%
1.1%
16.0%

Count

Avg
569
569
569
569

%often or
always

1.53
1.09
0.63
1.39

51 .7%
26.2%
7.9%
44.1%

Table 23- Consumer Survey: Annual Expenditures on Complementary Activities

Camping
Nature and Bird Watching
Day Hiking and Backpacking
Outdoor Apparel

Percentages

Camping
Nature and Bird Watching
Day Hiking and Backpacking
Outdoor Apparel

$0

45
286
145
11

$1-100
173
210
248
97

$101250
155
49
115
220

$251500
119
12
42
157

$501Over
% over % over
1000
$1,000
$250 $1 ,000
38
39
7
5
16
3
64
20

7.9%
50.3 %
25 .5%
1.9%

30.4%
36 .9%
43 .6%
17.0%

27.2%
8.6%
20 .2%
38 .7%

20 .9%
2.1%
7.4%
27.6%

6.9%
1.2%
2.8%
11 .2%

6.7%
0.9%
0.5%
3.5%

34.4% 11 .6%
4.2% 4.9%
10.7% 4 .0%
42 .4% 3.5%

68
Table 24- Consumer Survey: Interest in Complementary Goods and Services

Count
Camping
Nature and Bird Watching
Day Hiking and Backpacking
Outdoor Apparel
Percentages
Camping
Nature and Bird Watching
Day Hiking and Backpacking
Outdoor Apparel

Not at all
interested
0
140
331
191
54

Somewhat
interested
1
243
183
261
199

Interested
2
160
45
101
239

Very
interested
3
26
10
16
77

24.6%
58.2%
33.6%
9.5%

42.7%
32 .2%
45 .9%
35.0%

28.1%
7.9%
17.8%
42 .0%

4.6%
1.8%
2.8%
13.5%

100%
100%
100%
100%

Very
interested
3

Total

Avg

53
35
12

34

569
569
569
569

0.76
0.99
0.59
0.37

6.0%
9.3%
6.2%
2.1 %

100%
100%
100%
100%

Total

Avg

569
569
569
569

1.13
0.53
0.90
1.60

% lnWery
Interested

32 .7%
9.7%
20.6%
55.5%

Table 25- Consumer Survey: Interest in Rental Items

Count
Aluminum boats
Pontoon Boats
Fishing Gear
Camping Gear
Percentages
Alum inum boats
Pontoon Boats
Fishing Gear
Camping Gear

Not at all
interested
0
305
231
360
414

Somewhat
interested
1
131
165
115
113

Interested
2
99
120
59
30

53.6%
40.6%
63.3%
72.8%

23.0%
29.0%
20 .2%
19.9%

17.4%
21 .1%
10.4%
5.3%

% lnWery
Interested

23.4%
30.4%
16.5%
7.4%

Table 26- Consumer Survey: Interest in Complementary Services
Not at all
interested
0

Somewhat
interested
1

Interested
2

Very
interested
3

Total

Avg

Guiding and Charter Services
Packaged Fishing Vacations
Lodging
Transportation Services
Percentages

158
189
199
211

222
216
223
223

152
137
121
112

37
27
26
23

569
569
569
569

1.12
1.00
0.95
0 .91

Guiding and Charter Services
Packaged Fishing Vacations
Lodging
Transportation Services

27.8%
33.2%
35.0%
37 .1%

39.0%
38.0%
39.2%
39.2%

26.7%
24.1%
21.3%
19.7%

6.5%
4.7%
4.6%
4.0%

100%
100%
100%
100%

Count

% lnWery
Interested

33.2%
28.8%
25.8%
23.7%

69
Table 27- Consumer Survey: Interest in Activities/Events

Count
Fishing Buddy Programs
Fishing Clinics/workshops
Fishing Derbies
Family Fishing Events
Percentages
Fishing Buddy Programs
Fishing Clinics/workshops
Fishing Derbies
Family Fishing Events

Not at all
interested
0
286
95
245
209

Somewhat
interested
1
178
186
143
193

Interested
2
75
201
126
131

Very
interested
3
30
87
55
36

50 .3%
16.7%
43.1 %
36.7%

31 .3%
32 .7%
25.1%
33 .9%

13.2%
35.3%
22 .1%
23.0%

5.3%
15.3%
9.7%
6.3%

Total

Avg

569
569
569
569

0.73
1.49
0.98
0.99

% lnWery
Interested

18.5%
50.6%
31.8%
29.3%

100%
100%
100%
100%

Table 28- Consumer Survey: Interest in Shopping/Convenience Services

Count
Web Site
Loyalty programs
Order Non-stock/specialty
Gift Registration
Information Kiosks
Percentages
Web Site
Loyalty programs
Order Non-stock/specialty
Gift Registration
Information Kiosks

Not at all
interested
0
55
40
61
225
94

Somewhat
interested
1
151
109
150
190
201

Interested
2
226
211
218
110
213

Very
interested
3
137
209
140
44
61

9.7%

26 .5%

39.7%

24.1 %

100.0%

63.8%

7.0%
10.7%
39.5%
16.5%

19.2%
26.4%
33.4%
35.3%

37.1%
38.3%
19.3%
37.4%

36.7%
24.6%
7.7%
10.7%

100.0%
100.0%
100.0%
100.0%

73.8%
62.9%
27.1%
48.2%

Total

Avg

569
569
569
569
569

1.78
2.04
1.77
0.95
1.42

Appendix 4- Figures
Figure 26- Rating the BC Fishing Experience
Rating
No response
Excellent

%

Very good

%

Good

%

Fair

%

Poor

%

Total

B.C.
Resident

NonCanadian

Other
Canadian

Total

4,180

2,076

3,173

9.429

30,873
13.3
45,572
19.7
78,042
33.7
47,866
20.7
29,158
12.6
235,691

6,241
23.3
4,731
17.6
8.445
31 .5
4,196
15.6
3,220
12.0
28,909

12,434
34.6
9,969
27.7
7,372
20.5
3,910
10.9
2,268
6.3
39,126

49,548
16.8
60,272
20.5
93,859
31 .9
55,972
19.0
34,646
11 .8
303,726 27

-

-

-

-

% lnWery
Interested

70
Figure 27- Number of Active Anglers in BC

.

350.0
300.0

r--

250.0

r--

200.0 0-"'
0
0

150.0

-

100.0

-

50.0

-

I

II I I

I

1985

---, I II

1 I I

1990

2000

1995

lcResident [] Other Canadian CNon-Canadian

I

28

Figure 28- Average Days Fished by Anglers in BC 1985-2000
20
18
16

14
"' 12
~ 10

0

--:"

-

:---

-

-

-

_--

8 -

4

-

II
1985

r--

..

1---r---:-

r---,

IU

1995

1990

2000

-

1=

IC Resident C Other Canadian C Non-Canadian j

29

Figure 29- Average Direct Expenses per Angler in BC 1985-2000
1,600

.II-

1,400
1,200

-

1,000

BOO
600
400
200

_-_
-

,..---

-

1990

-

-

II

0

1985

-

r----

~

r----

1995

IC Resident C Other Canadian C Non-Canadian I

2000
30

71
Figure 30- Angler's Reasons for not Fishing More
Resident

Not enough spare time
%
Poor catch rate
%
Fishing spots too crowded
%
Restrictive regulations
%

215,986
83.8
62,724
24.3
43,165
16.7
32,512
12.6

Fish too small
%

31 ,596
12.3
25,982
10.1
257,806

Other factors
%
Total

31

Other Canadian

Non-Canadian

25,397
88.9
4 ,447
15.6
694
2.4
3,700
12.9
1,305
4.6
3,635
12.7
28,580

25,948
83.4
4,910
15.8
548
1.8
1,864
6.0
1,560
5.0
4,835
15.5
31,127

Figure 31 -Top Items Researched/Purchased Online

Top Items Researched/Purchased Online
(n = 1000 Online Ca nadians)

Banki ng Services

I

Dowloaded
Co mputer Software
Clothing
Automobiles

u

I

I

I

I

0

5

10

15

20

Mus ic or CDs
Books
Air Travel
Consumer
Electro nics

I•

25
Percent

Resea rched Online (2002 0 4)

30

35

40

0 Boug ht Online (2002 03)

45

50

I

32

Figure 32 - Barriers to E-Commerce Adoption for Small Firms

Goods and services do not lend themselves to Internet transactions

44

Prefer to maintain current business model

36

Security concerns

17

Development and maintenance costs too high

13

Lack of skilled employees

11

Total

267,33 "1
84.2
72,081
22.7
44,408
14.0
38,076
12.0
34,461
10.9
34,45"1
10.9
317,513

72
Customers not ready

9

Uncertain about the benefits

8

Concerns about competitors analyzing company

7

Internet availability is too slow

5

Suppliers not ready

4 33

Figure 33 - Angler's Motivation for Fishing

Reason

B.C.
Resident
2.30
3.99
2.70
3.97
2.85
1.95
3.51
2.95
2.07
1.64

Fish to eat
Relaxation
Companionship
Nature
Challenge
Improve fishing skills
To get away
Family togetherness
To catch large fish
To catch many fish

4

Figure 34- Reasons Anglers Fish- U.S.

1999

1980

For the sport

7%

20%

To catch food

5%

28%

Motivation
Relaxation

- -.................................

............

Close to nature
Large fish

Other
Canadian
2.20
3.91
2.83
4.21
3.44
2.38
3.54
2.71
2.44
1.94

NonCanadian
1.96
4.13
3.00
4.13
3.54
2.21
3.59
2.55
2.82
2.41

Total

2.25
4.00
2.75
4.02
2.99
2.02
3.52
2.88
2.20
1.77

73
Figure 35- Situations that Would Encourage an Angler to go Fishing
88

Asked by a child

86

lnYitation frou1 a friend

81

Offered as part of vacation

69

One- stop equiptnent / licen se purcha se

63

Fishing spot \\ith all gear provided

62

Borrow fishing gear free
Au1nteur

47

~ tournatnent \Vith tunny prizes

Fishing clinic

3

Fishing lecture

30
0

20

40

60

80

Figure 36- Trends in Participation for Selected Outdoor Activities

Bird watch ing
Hiking
Backpacking
Snow-mobiling
Primitive camping
Off-road driving
Walking
Developed camping
Downhill skiing
Swimming , river/lake/ocean
Motor boating
Bicycling
Cross-country skiing
Sightseeing
Picnicking
Horse riding
Drivinq for pleasure
Outdoor team sports
Fishing
Hunting
Water skiing
Sailing

Percent qrowth
1982/83 to 2000/01
231
194
182
125
111
110
91
86
73
66
62
53
50
37
37
37
30
25
24
21
19
10

Millions of
participants
in 2000/01
73
76
25
14
38
42
191
62
21
98
57
93
9
118
124
23
117
56
80
27
20
1236

74

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77

Appendix 6- Citations

1

Levey, Jack B. "2000 Survey of Sportfishing in British Columbia."
Environmental Stewardship Division, Ministry of Environment. Government of
British Columbia.
http://www.env.gov.bc.ca/fw/fish/pdf/sport fishing survey 2000.pdf, xvi.
2

Post, John R. , Michael Sullivan, Sean Cox. "Canada's Recreational
Fisheries: The Invisible Collapse?" January 2002. www.fisheries.org.
3

Industry Canada. "Consumer Trends Report." Strategis.
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4

Sheth, Jag dish N. "The Impact of Demographic Shifts and Facilitating
Technology Trends on Future Customer Behavior." Emory University (n.d.).
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5

Industry Canada. "Consumer Trends Report." Strategis.
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6

Vanderwolf, John A. "U.S. Industry and Trade Outlook 2000." Industry
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7

BC Stats. "Introduction to the BC and Regional Population Projections"
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8

Levey, Jack B. "2000 Survey ofSportfishing in British Columbia."
Environmental Stewardship Division, Ministry of Environment. Government of
British Columbia.
http://www.env.gov.bc.ca/fw/fish/pdf/sport fishing survey 2000.pdf, 6.
9

Duda, Mark D., Vicki L. Wise, William Testerman, and Alison Lanier.
"The Future of Fishing in the United States: Assessment ofNeeds to Increase Sport
Fishing Participation." Responsive Management. US Fish and Wildlife Service.
http: //www.responsivemanagement.com/index.html, 11.
10

Levey, Jack B. "2000 Survey ofSportfishing in British Columbia."
Environmental Stewardship Division, Ministry of Environment. Government of
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11

Duda, Mark D., Vicki L. Wise, William Testerman, and Alison Lanier.
"The Future of Fishing in the United States: Assessment ofNeeds to Increase Sport
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http://www.responsivemanagement.com/index.html, 13.

78

12

Duda, Mark D., Vicki L. Wise, William Testerman, and Alison Lanier.
"The Future of Fishing in the United States: Assessment ofNeeds to Increase Sport
Fishing Participation." Responsive Management. US Fish and Wildlife Service.
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13

Levey, Jack B. "2000 Survey ofSportfishing in British Columbia."
Environmental Stewardship Division, Ministry of Environment. Government of
British Columbia.
http://www.env.gov.bc.ca/fw/fish/pdf/sport fishing survey 2000.pdf, 21.
14

Duda, Mark D., Vicki L. Wise, William Testerman, and Alison Lanier.
"The Future of Fishing in the United States: Assessment ofNeeds to Increase Sport
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http://www.responsivemanagement.com/index.html, 7.
15

Cordell, Ken H., Barbara L. McDonald, J A. Briggs, and R J. Teasley.
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Development. Sporting Goods Manufacturers Association and the.
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16

Cordell, Ken H., Jeff Teasley, and Greg Super. "Outdoor Recreation in
the United States." USDA Recreation, Wilderness, Urban Forest and Demographic
Trends Research. United States Department of Agriculture, 7.
17

Cordell, Ken H. , Jeff Teasley, and Greg Super. "Outdoor Recreation in
the United States." USDA Recreation, Wilderness, Urban Forest and Demographic
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18

Cordell, Ken H., Jeff Teasley, and Greg Super. "Outdoor Recreation in
the United States." USDA Recreation, Wilderness, Urban Forest and Demographic
Trends Research. United States Department of Agriculture.
http://www.srs.fs.usda.gov/trends/fsoutrec .html, 14.
19

Cordell, Ken H. , Jeff Teasley, and Greg Super. "Outdoor Recreation in
the United States." USDA Recreation, Wilderness, Urban Forest and Demographic
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http://www.srs.fs.usda.gov/trends/fsoutrec .html, 14-15.
20

National Wild Turkey Federation. "Women in the Outdoors Program,
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21

BC Stats. "Sport Fishing in British Columbia." Business Indicators August 2000. British Columbia.
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22

Stuart, Ryan. "End of the Line." BC Business, October 2005, 32.

79

23

Industry Canada. "Consumer Trends Report." Strategis.
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24

AC Neilsen. "The Canadian Internet Survey 1996, 1997, 1998, 1999,
2000." http://www.e-com.ic.gc.ca/using/en/e-comstats.pdf
25

Noce, Anthony and Catherine Peters. "Barriers to Electronic Commerce
in Canada: A Size of Firm and Industry Analysis". Industry Canada, Electronic
Commerce Branch. http://e-com.ic.gc.ca/epic/internet/inecicceac.nsf/enlgv00393e.html, 3,4.
26

Statistics Canada. "Population Urban and Rural by Province and
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27

Levey, Jack B. "2000 Survey ofSportfishing in British Columbia."
Environmental Stewardship Division, Ministry of Environment. Government of
British Columbia.
http://www.env.gov.bc.ca/fw/fish/pdf/sport fishing survey 2000.pdf, 15.
28

Levey, Jack B. "2000 Survey ofSportfishing in British Columbia."
Environmental Stewardship Division, Ministry of Environment. Government of
British Columbia.
http://www.env.gov.bc.ca/fw/fish/pdf/sport fishing survey 2000.pdf, 115.
29

Levey, Jack B. "2000 Survey of Sportfishing in British Columbia."
Environmental Stewardship Division, Ministry of Environment. Government of
British Columbia.
http://www.env.gov.bc.ca/fw/fish/pdf/sport fishing survey 2000.pdf, 115.
30

Levey, Jack B. "2000 Survey ofSportfishing in British Columbia."
Environmental Stewardship Division, Ministry of Environment. Government of
British Columbia.
http://www.env.gov.bc.ca/fw/fish/pdf/sport fishing survey 2000.pdf, 115.
31

Levey, Jack B. "2000 Survey of Sportfishing in British Columbia."
Environmental Stewardship Division, Ministry of Environment. Government of
British Columbia.
http://www.env.gov.bc.ca/fw/fish/pdf/sport fishing survey 2000.pdf, 133.
32

Industry Canada. "Consumer Trends Report." Strategis.
http://strategis.ic. gc.ca/epic/internet/inoca-bc.nsf/en/ca02084e.html, 51.
33

Noce, Anthony and Catherine Peters. "Barriers to Electronic Commerce
in Canada: A Size of Firm and Industry Analysis". Industry Canada, Electronic
Commerce Branch. http://e-com.ic.gc.ca/epic/internet/inecicceac.nsf/en/gv00393e.html, 7,10.
34

Levey, Jack B. "2000 Survey ofSportfishing in British Columbia."
Environmental Stewardship Division, Ministry of Environment. Government of

80

British Columbia.
http://www.env.gov.bc.calfw/fish/pdf/sport fishing survey 2000.pdf, 6.
35

Duda, Mark D., Vicki L. Wise, William Testerman, and Alison Lanier.
"The Future of Fishing in the United States: Assessment ofNeeds to Increase Sport
Fishing Participation." Responsive Management. US Fish and Wildlife Service.
http://www.responsivemanagement.com/index.html, 18.
36

Cordell, Ken, G Green, V Leeworthy, R Stephens, M Fly and C Betz.
"United States of America: Outdoor Recreation. USDA Recreation, Wilderness,
Urban Forest and Demographic Trends Research. United States Department of
Agriculture. http://www.srs.fs.usda.gov/pubs/21302, 258.