After evaluating every available option and in response to input
received from fly fishing industry retailers, manufacturers, sales reps
and media, the AFFTA board of directors said it unanimously voted Tuesday
December 15, 2009 to endorse the formation of a new independent fly
fishing trade show. The International Fly Tackle Dealer (IFTD) show
will debut at the Colorado Convention Center in Denver, Colorado during
the 3rd quarter of 2010.

AFFTA Chairman Alan Gnann stated, “Throughout our careful and
deliberate evaluation it became abundantly clear that a general fishing
tackle show (ICAST) or a general outdoor show (Outdoor Retailer) would
not serve the best interests of the of the fly fishing trade. It was
also very apparent that the new found interest in fly fishing by these
organizations was not aligned with AFFTA's mission, making the decision
very clear.”  Gnann continues, “The entire AFFTA board is incredibly
energized and motivated to make this the best show the industry has
ever seen. The support of key exhibitors and retailers for AFFTA to
sponsor an independent fly fishing industry trade show has been nothing
short of overwhelming.  We look forward to hosting the most dynamic and
exciting trade show in years; and importantly – the only show focused
exclusively on the sport of fly fishing.”

In just the past day since initially discussing the show with a small
number of potential exhibitors, the new International Fly Tackle Dealer
show has already received the endorsement and support of the following
manufacturers, media and outdoor travel companies – Scott Fly Rods,
Sage, Redington, Rio, Orvis, Umpqua, Ross Reels USA/Ross Worldwide,
Scientific Anglers, R.L. Winston, Solitude Flies, Cloudveil,
Lamson/Waterworks, REC, Nautilus Reels, Smith Optics, Yellow Dog Fly
Fishing, Frontiers International, Fly Fishing in Saltwaters magazine,
The Drake magazine, and Fly Fisherman magazine among others. All
proceeds from the International Fly Tackle Dealer show will be
reinvested into the Fly Fishing industry as for the first time ever,
AFFTA will own, sponsor, and operate your industry trade show.

Concurrent with this announcement, AFFTA is also excited to announce
the hiring of fly fishing industry veteran Randi Swisher to the new
role of Vice President and Director of Marketing. Randi is a lifelong
angler and brings to AFFTA over twenty years of fly fishing industry
experience in sales, marketing and trade show production; most recently
serving as Corporate Account Manager for the International Sportsmen's
Exposition (ISE) where his responsibilities included exhibit sales,
show management, and retailer / manufacturer partnerships for ISE's  5
regional consumer outdoor shows.  Prior to this, Randi worked in
marketing and sales roles for Lamiglas and Sage for 15 years, and for 5
years he owned a manufacturer's rep company serving the Rocky Mountain
region while representing 8 premier fly fishing brands.. Randi will
focus his efforts on the marketing, sales, and production of AFFTA's
new trade show.  Randi graduated from the University of MT majoring in
Business Administration.  Randi, resides in the greater Denver area
with his wife and daughter.

Four possible show dates at the Colorado Convention Center have been
identified with a decision on the final show date to be driven by an
AFFTA Retailer Survey that will be launched today.  The final show date
will be announced on January 4, 2010.