There are a number of myths about our sport that fly shops like ours are trying to dispel including that fly fishing is somehow exclusive, difficult to learn, something you only do in mountain streams and, perhaps most notably, that it is expensive. These statements of course are all false but another part of us is trying to promote these falsehoods because these same myths also attract a lot of people to the sport because it represents for many a lifestyle to which they aspire.

If you live in Ontario you are familiar with Lotto 649 and if you don’t live here or visit on a regular basis you need to know that it is a government-run lottery that makes the Province of Ontario a #@&%load of money every year. The central marketing theme the government uses to convince people to purchase tickets is to show what your life might be like if you win the jackpot and we have to admit that we are big fans of their latest commercial because, well, isn’t fly fishing part of the dream of every armchair millionaire? If you know the person at OLG who is responsible for producing their latest advertisement please let them know that it doesn’t require winning Lotto 649 to get into fly fishing but we appreciate them painting the sport in a positive light and helping to promote the sport to the public.
Check it out – and watch for the location of the line and the position of the reel of the guy winding in the fish (maybe they were intending to show that these guys just took up fly fishing…?).

www.youtube.com/watch?v=nJ44SIKYPSA

CVC is working with a number of community groups that have been interested in having the Credit recognized as a National Heritage River… This is pretty exciting as it would recognize the value of the Credit and could have fantastic spinoff benfits to the community. CVC is hosting a meeting this Saturday April 2nd with support from the Mississauga’s of the New Credit and the Credit River Heritage Society.

It is vital that there be a broad cross section of the community represented from the beginning of this process and Dave Beaton of the CVCA is asking that everyone interested in the river come and/or pass on this invitation to others that you know that see the Credit as special and worth celebrating.

Saturday, April 2
10 a.m. to 3 p.m.
Doors open at 9 a.m.
6650 Hurontario St. Mississauga

Agenda
Share your thoughts about the values of the Credit River and its importance to the community.
Help build the case toward designating the Credit as a Canadian Heritage River.

For more information please contact:

David Beaton
Credit Valley Conservation
Supervisor, Community Outreach
1255 Old Derry Road,
Mississauga, ON L5N6R4
Tel: 905-670-1615 ext 426
Fax: 905-816-0276
New! Email: dbeaton@creditvalleyca.ca

Fly fishing’s coffee-table bible, The Flyfish Journal, publishes 4 issues per volume in limited editions. Covering fly fishing’s icons, environment, and global culture, The Flyfish Journal is the fly world’s collectible voice.

Cover price is $12.95(US), with a basic subscription rate of $39.99(US) for four books. FFJ’s quality paper, cover stock, and award-winning photography create permanent value. 9×11 inches, full-color, with limited advertising.

Issue #2.3 is now shipping. Have a peak… www.theflyfishjournal.com/