Pennsylvania Angler & Boater - July/August 2017 - 3

photo-www.en.wikipedia.org/wiki/The_Andy_Griffith_Show

The Andy Griffith Show opening sequence including the
song,"The Fishin' Hole."
photo-Seigo Saito-www.mikeiaconelli.com/mike_iaconelli_photo.php?id=1181

It is important that we create a message that explains how
simple, affordable and fun fishing can be so those who
have an interest will try it and get hooked.
Retention is keeping those of us who fish fishing. This
is easier said than done since only three of 100 license
buyers purchase a license every year for 10 years in a row.
We have a high drop-out rate, and our challenge is to
lower that rate by making things more convenient for our
current customers. We began our plan when the legislature
gave us the ability to sell multi-year licenses (MYLs). We
created 3, 5 and now 10 year licenses and discovered that
50 percent of those who purchased a MYL would not have
otherwise bought one every year. They also fished twice as
much as they would have if they hadn't bought one.
The last R of the 3Rs is reactivation, which should
be our simplest challenge. This involves reactivating
the anglers who come and go from our sport primarily,
because they have other activities that compete for their
leisure time. They already have the equipment since they
fished before, they have the interest since they fished
before, but they just don't have the time to fish. We have
stepped up our marketing and outreach efforts and have
teamed up with the Pittsburgh Pirates, Pocono Raceway,
Minor League Baseball teams around the Commonwealth,
Penn State University and our industry partners like
BassPro Shops, Cabela's, FishUSA and many others. The
idea is to get our message in front of as many people as
possible and get them fishing again.
I am confident that we can meet and likely exceed our
RBFF goal of selling 200,000 fishing licenses by 2021. In
fact, I believe that we can get back to our peak license
sales volume of 1.2 million in 1990. We must work harder
and cross generational and geographical boundaries with
our messages, so our children and grandchildren can
appreciate the bond that fishing created for those of us in
my generation.
See you on the water.

Your Director,
><(John{(°>

*Senior lifetime license holders who purchased their licenses as of
January 1, 2015, are required to purchase a trout/salmon permit each
year that the license holder desires to fish for trout.

Toyota Pro Angler Mike Iaconelli holds up the champion's trophy
for the 2014 Bassmaster Elite Series event at the Delaware River
before heading out into the Philadelphia crowd to share the
excitement with his fans.

The mission of the Pennsylvania Fish & Boat
Commission is to protect, conserve and enhance
the Commonwealth's aquatic resources, and
provide fishing and boating opportunities.

Get questions answered.
Share your ideas.
Visit

www.fishandboat.com
https://en.wikipedia.org/wiki/The_Andy_Griffith_Show http://www.mikeiaconelli.com/mike_iaconelli_photo.php?id=1181 http://www.fishandboat.com
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