New Sportfishing Data and Industry Trends

Sportfishing Participation Trends?

Angler Numbers Up 11% Since 2006! (Millions) 40 35 30 25 20 15 10 5 0 Source: USFWS 1991 1996 2001 2006 2011 33.1 million anglers in 2012

Percent Change from 2011 to 2012 Growth continues in 2012 2012 license sales compared to 2012 50% 40% 30% 20% 10% 0% -10% Jan Feb March April May June Source: RBFF-ASA Fishing License Sales Index; 9% growth in the first six months

Regional Participation Mountain Pacific New England East South Central West South Central Middle Atlantic South Atlantic East North Central Source: USFWS West North Central

Percent Change From 2006, By Region 40% 35% 30% 25% 20% 15% 10% 5% 0% Source: USFWS

Number Of Anglers By Top 10 States (residents & non-res; number in thousands) States Number of Anglers Florida 3,092 Texas 2,246 New York 1,882 Michigan 1,744 California 1,674 Minnesota 1,562 North Carolina 1,525 Ohio 1,342 Wisconsin 1,247 Pennsylvania 1,101 Source: USFWS

Participation Changes, By Age 50% 40% 30% 20% 10% 0% -10% -20% -30% 16 to 17 years 18 to 24 years 25 to 34 years 35 to 44 years 45 to 54 years 55 to 64 years 65 years and older Source: USFWS

Percent Change From 2006, By Gender 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Source: USFWS Male Female

Percent Change From 2006, By Ethnicity 15% 10% 5% 0% Hispanic Non-Hispanic Percent Change From 2006, By Race Source: USFWS 150% 100% 50% 0% White Black Asian

Tackle Sales Trends?

Fishing Tackle Sales (Inflation adjusted) (billions) $7.0 Total Fishing Equipment Expenditures $6.0 $5.0 $4.0 $3.0 $2.0 $1.0 $0.0 1991 1996 2001 2006 2011 Source: USFWS

Type of Tackle Sold: Ice tackle Electronics Terminal tackle Other Lures, flies, etc Rods, reels and components Line, leaders 2011 U.S. Tackle Sales = $6.1 billion Source: USFWS

Tackle is just a part of the sportfishing economy Big ticket items Food Lodging Other equipment Transport Tackle = 15%! Other trip costs All sportfishing expenditures = $41.8 billion Source: USFWS

Gregg Wollner Executive Vice President, Rapala Chairman, ASA Board of Directors

Special ASA - Southwick Associates Report Only Available Here, Today! What s in the report? Size of fishing market Angler Profiles Regional market information Media consumption Import details License trends And more

Import Trends?

Source: USITC Import Trends

Import Insights $160,000,000 $140,000,000 $120,000,000 $100,000,000 $80,000,000 $60,000,000 $40,000,000 $20,000,000 $0 2011 2010 Q3 Most Recent Quarter Same Quarter Previous Year Source: USITC Quarterly Imports All Tackle 2011 2010 Q4 2012 2011 Q1 2012 2011 Q2

Want to Compare Your Business to Industry Averages?

ASA Monthly Wholesale Tackle Shipments Index We d love to show you, but only if you participate!

ASA Monthly Wholesale Tackle Shipments Index A free member service Each month, you will know: 1) Percent change in shipments compared to the same month, last year. 2) Percent change in year-to-date shipments, and 3) the rolling 12 month average.

And Now for Something Completely Different

What Drives Participation?

Our Customers Do Not Fish Every Year: 1 out of every 5 years = 4 or 5 out of every 5 years =?%?% Source: ASA

Our Customers Do Not Fish Every Year: 1 out of every 5 years = 4 or 5 out of every 5 years = 44% 25% Source: ASA

What Are/Were Your Most Important Reasons For Fishing? Reason Active anglers Lapsed anglers Exanglers Source: ASA

What Are/Were Your Most Important Reasons For Fishing? Reason Active anglers Lapsed anglers Exanglers For the sport / recreation / fun Source: ASA

What Are/Were Your Most Important Reasons For Fishing? Reason Active anglers Lapsed anglers Exanglers For the sport / recreation / fun 43% 40% 38% Source: ASA

What Are/Were Your Most Important Reasons For Fishing? Reason Active anglers Lapsed anglers Exanglers For the sport / recreation / fun 43% 40% 38% For relaxation / to get away 38% 35% 26% Source: ASA

What Are/Were Your Most Important Reasons For Fishing? Reason Active anglers Lapsed anglers Exanglers For the sport / recreation / fun 43% 40% 38% For relaxation / to get away 38% 35% 26% To be with family and friends 14% 20% 23% Source: ASA

Fishing is not unique! Other activities deliver nearly the same benefits. So, what s our competition?

Preferred Outdoor and Indoor Recreational Activities, By Type Of Angler Active anglers Lapsed anglers Ex-anglers 1) Freshwater fishing Relaxing / watching TV Relaxing / watching TV

Preferred Outdoor and Indoor Recreational Activities, By Type Of Angler Active anglers Lapsed anglers Ex-anglers 1) Freshwater fishing Relaxing / watching TV Relaxing / watching TV 2) Relaxing/ watching TV Hiking Hunting 3) Hunting Camping Gardening

What s Our Competition? Anything that is: Outdoors! Fun! Relaxing! Social! Action? Promote these points! Partner with RBFF and others

Anglers Purchases & Media Usage

Background

Where did you purchase your SOFT BAIT? 2011

Where did you purchase your SOFT BAIT? 2011 Fishing shows or expos 1% General Sporting Goods (Sports Authority, Dicks, Academy) 22% Local shop (bait tackle, specialty fly shop) 18% Mass Merchant (Wal-Mart, K-Mart, Sam s Club) 13% Outdoor Specialty Store (Bass Pro, Cabela s, Gander Mtn, etc) 29% Printed Catalog (Bass Pro and Cabela s) 2% Used 0.2% Website (Cabela s, Bass Pro) 10% Other 4% Not sure 0.2% Sample size = 3326

Background

Angler s Media Consumption

Angler s E-Media Consumption LinkedIn Twitter YouTube Facebook Saltwater Anglers Freshwater Anglers 0% 10% 20% 30%

Much More Available www.asafishing.org: Facts & Figures Contact ASA & Southwick Associates when searching for information Chris Megan - Publisher, On The Water Media - Chairman of ASA s Data and Statistics Committee

Coming Soon From ASA: A. More angler insights on website B. Economic impacts C. Today s Angler D. Possible international market statistics E. And more

New Sportfishing Data and Industry Trends