A Guide's Life:

The Most Important "Season"
What most sports don't know

By Bob Howe

For an outfitter in Northern Maine, late March signifies the end of a season you won’t find in any law book. For many, it is the most important season to their business, and if you want to be successful, you have to work just as hard at it as you do placing bear baits or settings stands. I am talking about “show” season.

To those in the industry, “show season” is the term used to describe the time of year when hunting, fishing, and outdoors shows proliferate the region. In the North Country, this primarily happens in January, February, and March. They can be as small as a one-day show in a remote high school gym, to as large as a ten-day show that will attract over a million people like the one in Harrisburg, Pennsylvania. Each has their benefits and drawbacks, and for many beginning in the business, a good show season can make or break their livelihood.

Over the course of the season, outfitters will spend thousands of dollars in booth fees, travel expenses, insurance, food, lodging, and on dozens of other tiny expenses that come up along the way. They may travel across the east, into the Midwest, up into Canada, and even over to Europe depending on their customer base. Booths can be elaborate and refined, or nothing more than a few folding tables and pictures. Years ago when we started out and didn’t have any money, all we had for shows was some black and white brochures which were printed out and Xeroxed. While it seemed simple, we booked trips and learned that sometimes people were overwhelmed by all the glitz and just wanted something simple.

Today, our show schedule has evolved to suit various needs and appeal to selected audiences. We target different shows for numerous reasons. Each show has their “specialty” customer base. After going to a show for a while, you can begin to see what market to target in that area, like deer hunting, bear hunting, or fishing. 

One of the most important things we take with us to the shows is our attitude. We do not want to mislead clients in any way and are 100 percent truthful with them.  Inevitably, when somebody approaches the booth they will ask about success ratios. We will always tell them that if they have to shoot a bear or deer to have a successful trip, they should find a different outfitter. We don’t tie animals to trees, this is a wild, fair-chase hunt. The only thing we can guarantee them is that we will do everything in our power to help them be successful, they will eat well and stay in a very nice place, and have a wonderful, traditional sporting camp experience. So much of their success depends on their hunting ability. With every sport, be it hockey, basketball, baseball, etc., practice is important, you must shoot before coming to hunt.

One thing most people may not know is that when they approach me, I am sizing them up as much as they are looking at me. For instance, if someone approaches me and has been drinking heavily at the show and is acting out, I have to ask myself if this is a customer I want to spend an extended period of time with? If they are acting this way here, how are they going to act at the lodge or in the woods? Likewise, as a guide I want good hunters. My job is easier when a sport shoots his rifle before the season, knows how to use his GPS and compass, and has the right equipment. My biggest reward isn’t the money, it is working hard all day on a ridge and hearing the rifle shot of the client on the other side signifying he has been successful.  This is truly our goal, we don’t even carry a firearm.

At the Springfield show in February there were more than 20 outfitters from Maine set up there. While there is a lot of mutual respect, there is also a sense of quiet competition. Some are good friends and we trade business. For instance, my friend Randy Flannery has better bass fishing than I do, so I might send somebody to him who is looking for that, and I know he will do the same with somebody looking for, say, a fly fishing trip for trout.  He is also one of the handful of true deer hunters in the state of Maine, so when I’m full, I send people his way.  Also, Joel Guimond of Track Down Kennels has impeccable success with his coyote dogs, so I sometimes send people to him.  So, at the shows, you not only are meeting potential clients, but making good relationships with other respectful outfitters.  If you frequent a sporting camp or guide service and you would like to go somewhere else to hunt or fish another species, ask the person you know for his opinion.  Chances are he knows a reputable outfitter and knows first hand what kind of operation he runs.

While it is always important to try different shows, it is also necessary to keep going back to some of the same ones year after year. Often you will have developed relationships with people there who will come to the show specifically looking to see you. With some, it takes a while to build trust before they will book a trip with you.  We’ve had people come to the show and call the Lodge to book a trip, having picked up a brochure as many as 10 years ago.  You may not see results instantly, sometimes it takes a while for a potential client to be ready.

In Maine, we are fortunate to have a Department of Inland Fish and Wildlife that is also actively marketing the state as well as they can, considering budget constraints.  In recent years, Bill Pierce and Paul Jacques have really undertaken this challenge by attending shows to promote Maine hunting, fishing, and many other activities. They answer a lot of questions, pass out information, give people direction, etc.  In an age when other states can’t spend a penny to do a show in their back-yards, to see Bill at different shows weekend after weekend around the region is a tremendous asset to all the guides and outfitters in Maine and is greatly appreciated, as well as the way they emphasize that hunting with an outfitter in Maine is the best deal in the country.

Bob Howe owns Pine Grove Lodge in Bingham, Maine. Contact him by phone at (207) 672 4011 or check out the website at pinegrovelodge.com.