Bordered by ocean on two sides, speckled with lakes in between, the tri-county region is an angler’s paradise.
But there’s trouble in paradise, according to some area businesses,
which have reported a declining interest in recreational fishing. Sales
of fishing licenses—the leading barometer—have continued in a 20-year
downslide. And the backlash is being felt by related businesses, forcing
the industry into an upstream battle for survival.
Nationwide, California ranks second only to Florida in the economic
impact of fishing, according to a 2002 analysis by the American
Sportfishing Association. Almost $1.3 billion in salaries and
wages—43,000 jobs—are attributed to recreational fishing statewide, with
related retail sales of $2.4 billion, plus $62 million in state taxes.
But the number of ‘a-fish-ianados’ is slipping. In 2005, 1.2 million
residents purchased fishing licenses, as opposed to two million, 30
years ago.
“Back in the 1960s we established our name for Halibut fishing, White
Seabass, White Sharks ... fish you’d consider rare now,” said Channel
Islands Sportfishing, or CIS, Assistant Manager Jeff Morgan. The
company, which has operated for five decades under various names, has
relied on repeat business from both outside of the region and within, to
keep revenue up as customers and fish populations waned.
“There’s less fishing now than there was,” Morgan said, with “aggressive
advertising” helping to weather the storm. “We’re putting it out there
quite a bit.” Recently CIS exhibited at the Fred Hall Fishing Tackle and
Boat Show, and began radio and billboard advertising. Expanding to
whale watching has also helped keep their business afloat.
Saltwater fishing accounts for about 60 percent of sales at Eric’s
Tackle Shop in Ventura, where owner Eric Huff said he too has taken a
hit as a result of tighter governmental restrictions on species and
habitat, including the Channel Islands Marine Protected Areas. “Things
have gotten tougher with all the closures. The season shuts down; we
have practically two months of inactivity,” Huff said.
They have expanded into bird hunting ammunition, and begun more robust
marketing, including more industry shows and advertising.
Another factor Huff observed is a marked decline in the number of young
anglers. “Fishing isn’t cool anymore. Kids are into extreme sports: they
want a quick thrill, something that doesn’t require patience.”
In response, Huff supports children’s fishing programs, including the
mid-March Kids Fishing Day at Lake Casitas. He supplied all the hooks,
lines and sinkers for the free daylong angling event.
“I don’t know too many kids who can go out there and not end up loving it. Once they catch a fish they go berserk.”
“I love to see kids fish,” Huff said. “It’s fun, and it’s the future of my business.”
Getting kids hooked on fishing is a key focus for Lake Casitas Park
Services Officer Rob Weinerth too. “Parents aren’t taking their kids
fishing anymore,” he said, blaming extra-curricular activities and the
hectic pace of family life. As a result, Weinerth has spearheaded
children’s fishing days, and increased the number of easy-to-catch,
self-sustaining fish species at Lake Casitas.
“Western Florida Blue Gill, Black Crappie and Catfish are fish the
average person is able to catch,” he said, increasing the level of
excitement that will lure future anglers.
In addition, Weinerth said they’re dedicated to maintaining the
world-class bass fishing that keeps them on the front page of the
fishing news, and a prime destination for tournaments.
“We run as a private enterprise, so we don’t get tax money per se,”
Weinerth said. “All the money we spend comes from user fees, so if we
don’t make it, we don’t stay open.” He hoped current programs would
continue to attract newcomers to the sport, despite continually
increasing license fees.
Even as the number of licensees has decreased, California’s Department
of Fish and Game has upped fees annually. The current cost is $34.90: a
far cry from the $3 annual fee 30 years ago—when one-in-10 Californians
carried a license.
Huff insisted the requirement for fishing licenses is a case of
detrimental double dipping. “There’s a 10 percent excise tax built into
anything fishing-related manufactured in the U.S.,” Huff explained.
“When you buy a pack of sinkers, 10 percent is supposed to go to the
fisheries.”
One fishing manufacturer who’s found a niche that hasn’t lost its luster
is MacDaddy’s Lures. The Shell Beach company, founded by retired
jewelry designer ‘Mac’ McBurney and Teri Conrad, produces luxury lures
of precious metals and gems.
“The fish just love diamonds and rubies,” announced McBurney, who said
the company’s solid gold, engraved and jewel-encrusted lures and flies
are meant to be fished with. “They’re lucky.”
Prices start at $20 and skyrocket to $1 million and, “orders are pouring
in,” McBurney said. “Holy Mackerel!” he said. “The response surpassed
our wildest dreams.”
Regardless of the level of interest people have in fishing; the fish are
biting. According to United Anglers of Southern California President
Tom Raftican, “The fishing is pretty good out there now.”
Raftican pointed to record halibut and largemouth bass, landed in California waters recently.
“We’ve got great fisheries going on. You can’t judge fishing overall by
one species or one region. Are some areas hurting financially? Yeah. But
there are more people out there saltwater fishing, overall in
California, and the fishing is great.”
For tri-county businesses, the challenge will remain getting the word out, and luring a pool of new anglers in years to come. |
