Learn that it’s fun. Learn that you can do it. Learn
that anybody can do it. And those have been incredibly
successful. We introduce - for free - 15,000 to 17,000
people a year [ to fl y fi shing] in just our corporate-owned
stores alone …It’s been a really successful program that
we’re very proud of.”
Orvis’ “50/50 on the Water” Program has helped to dramatically
improve the accessibility of fl y fi shing to women.
With the advent of social media, the “tried-and-true”
marketing that ORVIS had utilized for so many years
needed adjusting. Perk was an early advocate for social
media as a tool for ORVIS’ marketing. His sons, Simon
and Charley (current Manager of Brand Marketing), also
understand they must anticipate the needs of the next
generation and communicate ORVIS’ message clearly.
Simon believes, “if we simplify and focus on things that
we think we can truly be great at, that should kind-of
be our North Star. Th at should help guide us, what we
believe in as a brand, and what we stand for as a
company… It [can] also help us understand where to
expand or where to push the ball even further.’’
While still the go-to company for hardcore fl y fi shing
and wingshooting clothing and gear, ORVIS today also
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