Table of Contents

Executive Summary Qualitative Research Personal Interviews Summary of Qualitative Findings Quantitative Research Survey Target Market Recommendations 3 4 5 14 16 19 25 26

Executive Summary
Research began with the intent to discover how we could get more fly fishers to remote and strikingly beautiful Daggett County. We conducted approximately 20 personal interviews and collected 200 surveys. This study was conducted by advertising students at the BYU Adlab, under the supervision of Professor Kevin John. Our research revealed that half of those surveyed are willing to travel over 200 miles for a fishing spot, two-thirds of those are willing to travel over 600 miles. While many are willing to travel far, most learn about fishing spots from their family or friends (62%) with 15% internet, 4% magazines, 4% sports stores, 1% television, and 14% other. Most (especially wealthy) fly fishermen are not concerned about accommodations, or other attractions in the area. They more interested in the actual fishing experience. They not interested in fishing competitions or being around other fishermen, they prefer to fish with their friends in remote areas. While almost half of wealthy fly fisherman felt that having a guide would make them feel more successful, only 23 percent of medium to low income individuals felt the same. When considering advertising strategies, most respondents feel that fishing brings back memories of childhood, they fish to forget about the troubles of life and feel that the scenery enhances their experience. Recommendations Wealthy fly fishermen want three things when they are fishing, excellent fishing spots, scenery, and seclusion. Rather than focusing on the location of Daggett County, focus on the experience that it offers. To enhance their experience, keep accommodations clean and accessible but not in high-traffic areas. Provide comfort while offering an authentic connected-to-nature experience, where they can be with their friends and have a private adventure. Focus on having comfortable cabins, campgrounds, with access to indoor plumbing. The goal should be to maintain minimal impact. Advertising should focus on the beautiful scenery that surrounds Daggett County. Consider inviting popular fishing guides, TV personalities, blog writers, and magazine writers to come fish in Daggett County. Then have them highlight their experience by showing that Daggett County is a beautiful and secluded place to fish. Wealthy fly fishermen are drawn to rural fishing areas that have the untouched feel to them.

Qualitative Findings
Personal Interviews
We conducted a series of one-on-one interviews with wealthy fly fishers throughout the country. From these interviews, we found that fly fishermen felt that they don't need much by way of accommodations; although they regard them as important for their spouse and family. These fishermen also shared with us that for them fishing is an escape. They feel they do not need a guide, as that robs them of the experience. The following are the results of interviews that we felt best illustrate our results.

Mike Lee
Mike Lee is a wealthy retired fly fisherman from Atlanta, Georgia. His wife signed him up for fly fishing classes 14 years ago, and he has been hooked ever since. He travels all over the U.S. to fish with some of the best fly fishing guides out there. He likes fishing as a way to relax and make friendships. Here are some of the key insights that he shared. Do you typically hire a guide? I will usually use a guides once or twice if I dont have to do a float, if its wading, and then I will try fishing on my own after having used a guide. Where do you like to fish and why? I fish Montana quite a bit especially the Big Horn River, and I have found a fly shop there that I just really enjoy the people and they are wonderful, wonderful people to be around. They have places to stay, they have places to eat there and their guides and assistance that they give you is just outstanding. When a float is required I will fish with a guide. What kind of accommodations are you looking for? Youre there to fish. You arent in that room very much at all and so you arent looking for a whole lot. Youre going to fish camps, so you arent being critical about where you stay. WHAT WE LEARNED Mike is constantly looking for a new place to fish. He does not mind paying money to hire a guide, but also enjoys fishing with family and friends. He appreciates good accommodations, but is not looking for a luxurious place to stay. Having friendly guides and fly fishing shops is important to him.

Nick Morley
Nick Morley is a college-aged Provo fisherman who has been fishing at least once a week every summer for over a decade. He was introduced to fly fishing by his father, but now he typically fishes by himself in the Provo River. He has never been to Daggett County, but has been around most of Utah looking for places to fly fish. Why do you fly fish? Mostly its a relaxation thing. Its a release from the daily routine. Im not even a big outdoorsy guy--like, I dont really hike or camp or anything. I just like fishing. It relaxes me, I think. Its like yoga or something. Scenery, for me at least, is essential. Fishing is just an excuse to be in the scenery. How far would you be willing to go to find a good fly fishing spot? Probably not too far, unless its with a big group, you know? If theres a group of guys that want to go, I would be willing to drive pretty far. But if its just me, Provo River is always good, so I dont think I would want to drive that far. Would you enjoy a place with a nice hotel or lodge? I dont think I would like that, honestly. It would take away the allure if there was a big hotel or lodge or whatever. My Dad would like that. But for me, it would just be nice to enjoy nature as it is. WHAT WE LEARNED For Nick, it seems like the reason he loves to fly fish is mostly for the beauty and scenery of the location. Though he would like a fly fishing shop to buy equipment, he prefers places that dont have big lodges, suggesting that they would take away the allure.

Lowell Budge
Lowell Budge is an avid local fisherman located in Logan Utah. He is a father of 5, grandfather of 25, and great grandfather of 10. He grew up in Malad, Idaho, where he spent much of his free time fishing. Why do you fly fish? Its always an adventure. You dont know what youre going to get on your line. That can be fun. I dont know. Its just the fun of not knowing what youre going to get. Youre always looking for the big one. Some places you know youre not going to get a big one. When youre in the mountains and youre up high, you know the fish are gonna be pretty small. But there are a lot of trophies (i.e., places where you can find big fish). At Daniels theres a trophy. At Treasureton theres a trophy. Theres three or four places up near Malad that are trophies. Do you fish alone? I like to have someone there with you to share each other's experience and help each other out. I like having someone there with me. Do you like to find new places to fish? Yeah. Again, its all about the unknown....Theres not too many places you can go thats secluded or secret anymore. When I was small, we went up to Yellowstone...We thought we were where no man had ever been. Where is your favorite place to fish? Oh brother, thats a hard one. I love the Henrys Lake area...Just that the fish are bigger and its a pretty area is all...And its really fun to go up to Montana on those private ponds that people like to go up on. But Ive only had tremendous day up at Henrys lake. Other times you just about get blown off the lake. We went up and stayed a Henrys lake. I like the country. Its very pretty. Its a nice lake when its calm, but it can blow ya right off there too. How important is scenery? Its a lot more fun when theres a pretty setting. Would you rather camp or find a hotel? Camping is fun because youre right there. You can go out on the water and then come back and relax for lunch, and be comfortable. How far would you be willing to travel for a good location? Well, we went out to Alaska. We went up for a week when the salmon were running. Once we learned how to catch them, we hardly had a minute where we didnt have one on the line. But that took us 5 drving days of 13-14 hours a day of driving to get up there. But that is one unbelievable trip. WHAT WE LEARNED Lowell looks for good scenery and big fish in his fly fishing locations. He prefers fishing with others, but likes to camp instead of finding hotels. He is willing to travel very far for a prime location.

Scot Jones
Scot Jones is 45 years old and has been fly fishing for about 15 years. He was introduced to fly fishing by a work associate, and its been a hobby of his ever since. He fly fishes to relax and goes between 10 and 12 times each year. He goes with his father, brother, brothersin-law, sons, and sometimes friends. He enjoys fishing the Green River among other places in Utah and throughout the West. Does your wife ever go with you for a fly fishing trip? Would she enjoy that? My wife never comes with me when I fly fish. Its not fun for her. When we go on a fly fishing trip, were on the river from as soon as its light in the morning until whenever the light is gone at night. Were not there to entertain or have fun or even chat. Thats not fun for her. Why do you fly fish? Fly fishing isnt for fun or entertainment. Its work. I mean its work for most peoplepeople who dont enjoy being outside and in the middle of nowhere. For us its how we relax from work. We just fish and dont worry about anything else. Do you ever fish with a guide? I dont generally enjoy fly fishing with a guide. Ill get one when were on a new river, but after I know a spot well enough, its more fun to go on my own and figure things out for myself. What accommodations do you require for a fly fishing trip? I dont require a lot by way of accommodations. Ill take a tent or trailer, and if I pack right, I dont have any need for any retail places or big hotels. The experience of fly fishing for me doesnt happen anywhere but on the river. What has been your experience with fly fishing on the Green River? The Green River is where I first went fly fishing. Its a beautiful place to be and to fish. The first time I went, you could just look in the water and see fish swimming around, waiting for you. There are parts that are crowded. I avoid those places. Theres just so much open river to fish on though if you know where to go, and its worth finding a good spot away from everything.

WHAT WE LEARNED Fishing provides a way for Scot to unwind and clear his mind. His wife does not accompany him on fishing trips. When he is on a fishing trip, he fishes from dusk to dawn. Scot only hires a guide when he is unfamiliar with river. He does not require fancy accommodations because he spends most time fishing and not relaxing in a hotel.

Scott Barrus
Scott Barrus is a Green River fly fishing guide with a wife and kids. He started fishing with his grandfather when he was little where his family owned a cabin near a small stream. Scott loved the experience of fly fishing because it was so peaceful. Why do you fish? Fly fishing is fun and visual--and challenging. All the fish do is eat, and youre trying to figure out what theyre eating. And you have to present everything perfectly to fool them into thinking that youre flies versus natural flies...A lot of it is just where you are--the ambience of being out on the river. Youre out in a beautiful place. Its hard to have a bad time out there. Where do you find spots to fish? From books and on the Internet. Sometimes I find new streams along the river to fish. I like finding new waterand new spots to hike when Im not fishing. Tell us about your clientele. My clientele ranges from construction workers who come out to fish for a weekend to billionaires who spend days in the area. Most clients are wealthy, however. For my wealthy clientele, fly fishing is a chance to let go of their busy lives and forget about their days. Fly fishing is like therapy for them. A lot of them are CEOs or have really stressful jobs. Wealthy clients typically hire guides like me to find good fishing spots. I show my clients what to do, help them hone their skills, and builds relationships with them. Sometimes they talk, and sometimes they just fish and enjoy the view. The amount a fly fisherman spends on a trip depends: some spend $500600 for a day-long trip. Wealthier fisherman might spend as much as $10,000 for a week of fishing in a place like Alaska. What do you know about Daggett County? I first visited Daggett County as a boy scout when I was 14. The Green River is a favorite spot because it is clear and green, but it also has 15,000 trout per mile with various trout behaviora great opportunity for the avid fly fisherman. The Green River is an amazing place to drive fly fishing, and just floating down the river is beautiful. Unfortunately, Daggett County doesnt have a whole lot to offer. Theres no place to shop in Daggett County like there is in Jackson Hole. No bar, no spa, no shoppingnowhere to take his wife. Scott feels that a new lodge would attract more people to the area. WHAT WE LEARNED Many of Scotts clientele are wealthy and fly fish in order to relax and get away from their busy schedules. Scott enjoys Green River because its beautiful and has great fishing. He feels that Daggett County doesnt have much to offer compared to a place like Jackson Hole. He feels like some accommodations would make Daggett County more attractive.

Heath Blackwood
Heath Blackwood is an avid hunter and fisherman who lives in Salt Lake City and is from Filer, Idaho. Hes been fishing with his dad and brothers from a young age. He is from the middle class income bracket, and he is a do-it-yourself type of person. Whenever he takes a vacation from work, his first choice is a long weekend spent hunting and fishing. Why do you fly fish? Thats why I built my boat, so I could take it wherever I wanted and relax on the cool waters, waiting to catch a monster. There has to be a good amount of fish to pick my spot for the weekend. Would you like to take your wife or other family members to join you? I wish Stef would go with me, because its when Im so impressive. Though, she doesnt think so. But, she doesnt complain when I bring home free meat. Other than that, I go with my brothers... do some male bonding. But, Stef will go with me if we bring Clinton [their son] along and it becomes a family trip, which I love. Would lodging be important to you on long fishing trips? No. When I go fishing, I go camping. Whats the point of sleeping someplace nice when youre out hunting and fishing all day? But, its nice to have a place to dress and store them. I could just do that when I get home. Though, I bet Stef would want lodging. She likes camping, but if there was some hotel that wed be willing to pay for where she could blow dry her hair, then yeah, she would probably be more likely to go with me. Would you want a fishing guide? If it were free, yeah, or part of an overall package or something. Otherwise, no, I could just do it myself. WHAT WE LEARNED Heath does not pay money for a guide to go fishing. Because he is a do-it-yourself person, he simply does everything himself: searches for the best fishing spot, camps out, dresses and stores his own fish. He would love for his wife and family to join him, and she would be more likely to do so if there indoor plumbing. Heath is not looking to be pampered and neither is his wife, but they are looking for an easy-going experience.

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Jace Home
Jace is a UVU student from Salt Lake City, Utah majoring in Business Administration, part-time employee at a Jewelry Store who loves fly fishing and basketball. He is from the middle class income bracket. When did you first start fly fishing? Describe a first-time experience and some of the feelings associated with it? I first started fly fishing when I was about 8 years old. I remember always looking up to my older brother who fly fished and were really good and always wanting to do it, so I picked up a fly rod and after a full day of trying, I finally got my first rainbow to rise and set hook, and it's been love ever since; I love the sounds, the smells, the adventure.... What is it that makes you excited about fishing? Fly fishing is exciting because for me it's kind of an escape, I love the thrill of catching the fish after figuring out how to catch them. What are some of your favorite places to fish? What is it that draws you to these places? I love to fish in Wyoming... Midwest fly fishing is the best! I like going to there because for the most part theyre untouched, and beautiful locations. Also the adventure and success of the rivers. WHAT WE LEARNED Jace enjoys fly fishing because it feeds into his sense of adventure, solitude, fun and challenging fishing. He also enjoys beautiful and untouched locations that arent too crowded. He would prefer accommodations such as a hotel.

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Manoel Amorim
Manoel Amorim is a successful CEO who lives in Brazil. He is in the high-income bracket and only fly fishes occasionally (around once every couple of years). He began doing it about a decade ago. Here follow some key insights from my interview with him. Why do you practice fly fishing? For me its a way to relax after months of working hard. A few people I work with took up the hobby, and I always thought it was interesting from watching it on TV, so I figured why not give it a shot. How long do you fly fish, typically? At any one time I enjoy doing it for around 2-3 hours. After that I start getting tiredand hungry! But yeah, for me going over 3 hours would seem like a stretch because Im not exactly a huge expert. What sort of place do you stay at when you fly fish? In the past Ive enjoyed staying at relatively expensive hotels because it gives me a sense of comfort. Then I just take the car and drive to the location, even if its quite far. Im not really the outdoor kind of guy. WHAT WE LEARNED We learned that Mr. Amorim is not a big aficionado of the sport, but he finds pleasure in it because it allows him to escape from his busy work schedule. He is willing to spend quite a bit of money in order to go fly fishing.

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Dave Cook
Dave Cook is a Wildlife Biologist for the United States Department of the Interior Bureau of Land Management. He lives in Price, Utah and is a seasoned outdoorsman and fisherman. At 12 years old, Dave remembers walking to the local fishing shop with his dad and buying his first lures, opening up a world of passion for the outdoors. Although he does not have as much time to enjoy fishing today, Dave bonds with his 4 year old son by taking him outdoors and teaching him the art of fishing on the weekends. Tell us about your job? As a U.S. government employee for land management, I spend a lot of time outdoors conducting surveys on all forms of wildlife. We gather information, conduct wildlife tracking and oversea land regulations. How often do you fish? I used to go a lot but now I dont go quite so much anymore because of job and family commitments. Now time only allows me to go a few times every summer. Whats your favorite place to fish in Utah? The Green river used to be my favorite place, but I like to fish all the small streams in the Uintas. I like fishing in Huntington Creek and some of the other areas that dont get very crowded. What is appealing to you about fishing? I like getting away from the crowds. I am not afraid to pass up an area that offers big fish just to know I can have to opportunity to be somewhere more secluded. I enjoy the mental relaxation of watching the fly land on the river. What are your top three considerations when choosing a fishing spot? I look at the crowd and identify whether it is going to be a spot with a lot of people. Then I consider location and the distance of that location. I am ok with traveling farther knowing Ill be guaranteed isolation. Where is your favorite fishing spot? My favorite fishing spot is in the Uinta River. The reason this is my favorite spot is because that is where my Dad first taught me how to fly fish. Do you prefer to fish alone or in groups? I like to travel and camp in groups, but when it comes to fishing I like it when its a personal experience. I feel like I can be closer to nature when Im on my own and dont have to worry about the distraction of other human voices. WHAT WE LEARNED A true outdoorsman is passionate about fishing, regardless of the conditions and even the amount of people. When given a choice, a fly fisherman seeks good spots, scenery and seclusion. When these three needs are met, the overall experience of a true fisherman is good.

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Summary of Qualitative Findings

They don't need much by way of accommodations. Youre there to fish. You arent in the room very much so you arent looking for a whole lot. -Mike Lee Youre going to fish camps, so you arent being critical about where you are staying. -Mike Lee It would take away the allure if there was a big hotel or lodge or whateverfor me, it would just be nice to enjoy nature as it is. -Nick Morley Camping is fun because youre right there. You can go out on the water and then come back and relax for lunch, and be comfortable. - Lowell Budge "I don't require a lot by way of accommodations. I'll take a tent or trailer, and if I pack right, I dont have any need for any retail places or big hotels. The experience of fly fishing for me doesn't happen anywhere but on the river." -Scot Jones When I go fishing, I go camping. Whats the point of sleeping someplace nice when youre out hunting and fishing all day? But, its nice to have a place to dress and store them. I could just do that when I get home. - Heath Blackwood In the past Ive enjoyed staying at relatively expensive hotels because it gives me a sense of comfort. Then I just take the car and drive to the location, even if its quite far. Im not really the outdoor kind of guy. Manoel Amorim

A simple, rustic lodge would be their preference. Or maybe simple apartments or rustic cabins they can rent and take their own food etc. It is all about fishing and being in touch with nature and relaxing. A luxurious hotel would take away the feeling of discovering something new. However, wealthy men prefer to have good accommodations. Attractions/accommodations for spouse/family are important. Theres no place to shop in Daggett County like there is in Jackson Hole. No bar, no spa, no shopping and nowhere to take his wife. Scott feels that a new lodge would attract more people to the area. -Scott Barrus I bet Stef would want lodging. She likes camping, but if there was some hotel that we would be willing to pay, where she could blow dry her hair, then yeah, she would probably be more likely to go with me. -Heath Blackwood My wife never comes with me when I fly fish. Its not fun for her. When we go on a fly fishing trip, were on the river from as soon as its light in the morning until whenever the light is gone at night. Were not there to entertain or have fun or even chat. Thats not fun for her. -Scot Jones
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Fishing is an escape. Mostly its a relaxation thing. Its a release from the daily routine. Im not even a big outdoorsy guy--like, I dont really hike or camp or anything. I just like fishing. It relaxes me. -Nick Morley For us its how we relax from work. We just fish and dont worry about anything else. - Scot Jones For my wealthy clientele, fly fishing is a chance to let go of their busy lives and forget about their days. Fly fishing is like therapy for them. A lot of them are CEOs or have really stressful jobs. -Scott Barrus Fly fishing is exciting because for me it's kind of an escape, I love the thrill of catching the fish after figuring out how to catch them. -Jace Home For me its a way to relax after months of working hard. - Manoel Amorim

The need/desire for a fishing guide is limited.

I will usually use a guides once or twice if I dont have to do a float, if its wading, and then I will try fishing on my own after having used a guide. -Mike Lee I dont generally enjoy fly fishing with a guide. Ill get one when were on a new river, but after I know a spot well enough, its more fun to go on my own and figure things out for myself. -Scot Jones If it were free, yeah, or part of an overall package or something. Otherwise, no, I could just do it myself. -Heath Blackwood

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Quantitative Findings
Who They Are We conducted an online interview of fly fishers. 210 respondents filled out the survey. 97% were males, 74% married. But 83% do not bring their spouses on fishing trips. Wealthy fly fishers (those who make more than $80,000 a year) tend to be between the ages of 36 and 55. 70.4% of Non-Utahans have heard of Flaming Gorge but only 23.5% of them have heard of Daggett County. Over half of those surveyed watch fishing TV shows and subscribe to fishing magazines. High and medium income fishers are more likely to view these media. The Fishing Experience 90% of High Income fishers prefer to fish with a group of their friends. It was only important to 68% of low income fishers. Wealthy people are almost 20% more concerned with the social aspect of fly fishing. (Approaches significance, p = .075) Fly fishermen want to have an intimate experience with friends but do not want to be with crowds of people. 67% of people prefer to be away from other fishermen, but 89.1% say that they like to go with a group of friends. 46% of high-income fishers feel that having a guide will provide a more successful fishing experience. However, only 23% of low-income and medium-income fishers agree with this. Having a guide is almost twice as important to high income fishers.

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The Daggett County Experience Most people were not concerned about having fine accommodations during their trips, but of those who were, they were most likely to be older. 54.2% of respondents over 56 years old said that having a comfortable bed was important. Casual fishermen are more interested in living off the land while they fish. Avid fishermen are less interested in camping, etc. They are just there to fish. 87.5% of avid fishermen (fish 50+ times a year) would take a chartered plane. Only 62% of casual fishers would. 72.4% of all respondents would. Recommendations from friends are the most used method to learn about good fishing locations (60.2%). This was especially true for those in the higher income bracket. The Internet was the second most used source (16.3%). 52.1% of all respondents would travel over 200 miles to reach a great fly fishing location. And 2/3 of those would travel over 600 miles.

Television Magazines Sporting Stores Other Internet Word of Mouth

Holding fly fishing competitions may be more of a deterrent than an attraction, as 72.4% said they would not be interested in such an event. It is important to 30% of low-income fishers to have other activities (ATVing, etc) in the area in addition to fishing. It is only important to 17% of medium and high income fishers. Keep the focus on fishing. Of all the activities on the survey, hiking and camping were far and away the most preferred (approximately 4 out of 5 respondents also enjoy these activities). Advertising Considerations 75.7% of fishers feel that fishing brings back memories of childhood. 96.1% feel that the scenery enhances the fishing experience. 67.4% fish to forget their troubles. Fishers are sentimental.

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Magazines - Most Frequently Mentioned Field and Stream, Fly Fisherman, Cabela's, Fly Tier, Drake, Fly Fishing (Eastern, Northeastern, Northwest, SW), Catch, Flyfishing Journal, Trouts Unlimited TV Shows - Most Frequently Mentioned Fly Fishing the World, River Monsters, ESPN, Adventure Guide, Wild on the Fly, Tu on the Fly, Fly Rod Chronicles, Spanish Fly TV Daggett County Comments made by survey respondents Positive Comments Scenic Great fishing Hidden gem Green River Great outdoor area Beautiful Peaceful Remote Favorite fishing spots National treasure Negative Comments Sparsely populated Podunk Looking for tourists Hate other fishermen Isolated Far away Its there Flaming Gorge Comments made by survey respondents Positive Comments Big fish Not far from SLC Serene Green River Family-friendly Various recreation Mecca (for fisherman) Challenging fishing Good memories Negative Comments Too crowded Overrated Fishings not good Too expensive Boat required

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Survey Keeping it Fly n Reel Survey

The following survey is being performed for a Research Design class at Brigham Young University. All surveys are anonymous, and no personally identifiable information will be requested or linked with your survey responses. Thank you! 1. How many years have you been fly fishing for? _______ years. 2. In an average year, how many times do you go fly fishing? _______ times a year. 3. How far are you willing to travel for a great fly fishing spot? o Less than 50 miles o 50-150 miles o 151-200 miles o 201-400 miles o 401-600 miles o More than 600 miles 4. Would you be open to flying on a chartered/private plane in order to reach a premium fly fishing destination? o Yes o No 5. If prominent fishing competitions were held in a particular location, would this make you more likely to fly fish there in the future? o Yes o No 6. Do you subscribe to any fishing magazines? o Yes (How many?_______ Which is your favorite?_________________) o No 7. Do you watch any fishing shows on TV? o Yes (How many?_______ Which is your favorite?_________________) o No 8. How do you learn about most of your fly fishing spots? (pick the most applicable response) o Internet o Television o Magazines o Sporting Goods Store/Fly Fishing Store

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o o

Recommendations from Friends/Relatives Other: ____________________________

9. For this question, please select your level of agreement/disagreement with each of the following statements (1= Strongly Agree, 5= Strongly Disagree): Strongly Agree Fishing brings back memories of my childhood. I enjoy the challenge of creating the perfect lure. I enjoy fly fishing with other fly fishermen around. I like to fish with a guide. Having a fly fishing shop close to my destination is important to a good trip. The scenery enhances the fly fishing experience. I prefer a fishing location far away from other fishermen. I enjoy the challenge of finding "the perfect" fishing spot. Fly fishing is therapeutic. I fly fish to forget about the troubles of life. I like to fly fish with my friends. Having a guide with me makes me feel like I will have a more successful trip. Fly fishing helps me feel more connected with nature. I fish to get away from it all. I would rather camp than sleep in a hotel on a fishing trip. 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 Strongly Disagree 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5

Agree 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

Neutral 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3

Disagree 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

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I like to feel as if I am "living off the land" on a fishing trip. Fishing is a sentimental experience for me. I prefer to fish in locations I am not familiar with.

1 1 1

2 2 2

3 3 3

4 4 4

5 5 5

10. Please rate how important the following items are for your ideal fly fishing location (1= Very Important, 5= Very Unimportant): Very Important A guide to accompany you. A friendly fly fishing shop near your fishing location. Restaurants nearby. A hotel or lodge close by. Shopping locations in the area. Other attractions in the area (hiking, camping, ATVing, etc.). The opportunity to purchase a timeshare near the fishing location. A high quality hotel or lodge in the area. A comfortable bed. Indoor plumbing. Fast food in the area. 1 1 1 1 1 1 1 1 1 1 1 Important 2 2 2 2 2 2 2 2 2 2 2 Neutral 3 3 3 3 3 3 3 3 3 3 3 Unimportant 4 4 4 4 4 4 4 4 4 4 4 Very Unimportant 5 5 5 5 5 5 5 5 5 5 5

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11. How important is it to bring your spouse/significant other with you on fly fishing trips? o Very Important o Important o Neutral o Unimportant o Very Unimportant 12. Does your spouse/significant other typically accompany you on a fly fishing trip? o Yes o No 13. Would your spouse/significant other require different accommodations for comfort? o Yes (How so? _____________________________________________________) o No 14. Outside of fly fishing, which of the following other activities do you participate in (choose all that apply)? o Hiking o Rock Climbing o Mountaineering o Skiing/Snowboarding o Mountain Biking o Canoeing/Kayaking o Camping o ATVing 15. Have you ever heard of Daggett County, Utah? o Yes o No If yes, what are your impressions of Daggett County in one sentence? ______________________________________________________________________________________ 16. Have you ever heard of Flaming Gorge Recreation Area? o Yes o No If yes, what are your impressions of Flaming Gorge in one sentence? ______________________________________________________________________________________ 17. What is your gender? o Male o Female

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18. What is your age? o Under 25 years old o 26-35 years old o 36-45 years old o 46-55 years old o 56-65 years old o Over 65 years old 19. What is the range of your annual income? (This information will not be linked to you.) o Under $20,000 o $20,000-$40,000 o $40,001-$60,000 o $60,001-$80,000 o $80,001-$100,000 o $100,001 or more 20. What is your marital status? o Single, never married o Cohabitating o Married o Separated o Divorced o Widowed 21. In what state do you currently live? __________________

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Target Market
Our target market consists of wealthy male individuals, aged 36 to 55, who can afford the best accommodations, locations, and guides for fly fishing. They arent looking for extravagant lodging; they are there to fish and enjoy being in nature. A cabin, small motel room, or even a tent-trailer can be adequate for them. He is willing to hire a guide when fishing an unfamiliar river, or when the area requires a float. Once a fisherman has an area figured out, they are more likely to fish on their own and to return time and time again.

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Our Recommendations
Wealthy fly fishermen want three things when they are fishing, excellent fishing spots, scenery, and seclusion. Rather than focusing on the location of Daggett County, focus on the experience that it offers. To enhance their experience, keep accommodations clean and accessible but not in high-traffic areas. Provide comfort while offering an authentic connected-to-nature experience, where they can be with their friends and have a private adventure. Focus on having comfortable cabins, campgrounds, with access to indoor plumbing. The goal should be to maintain minimal impact. Advertising should focus on the beautiful scenery that surrounds Daggett County. Consider inviting popular fishing guides, TV personalities, blog writers, and magazine writers to come fish in Daggett County. Then have them highlight their experience by showing that Daggett County is a beautiful and secluded place to fish. Wealthy fly fishermen are drawn to rural fishing areas that have the untouched feel to them.
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