
The other day I thought to myself, “Why don’t you conduct a brief, informal survey of complete strangers in the mall?”
I know that thinking such things isn’t normal. And that carrying out plans like that is even less so. However, I had a few too many cups of coffee and I wasn’t going to let silly things like “shame” and “coming across as a total weirdo” stop me.
Here was the premise of my little social experiment: I love fly fishing. I love the fly fishing industry. I love looking at fly rods, flipping through pegboards of tying materials, and talking to employees at shops. Fly shops, as I’ve written about from time to time, are some of my favorite places in the world. But what do other people think about these little retail gems? Even if one is right under their nose; if they have to walk past it day in and day out, do they know what it is? Are muggles* aware of fly shops?
I had to pick up a few hooks and beads from a shop in the area. The location of this particular establishment made it the perfect environment for my study. It is in a mall. What’s more, it might be the most prominent name in the fly fishing industry. Hint: it rhymes with “Dorvis.”
After I bought my tying supplies, chatted with the friendly staff, and resisted the urge to buy things I didn’t need and most likely already have, I commenced my research. The plan was to walk up to random people, hold up my bag, and ask, “do you know what this store sells?” I wanted to hit all the demographics. Young and old, male and female, mall employees and shoppers, those who came across as outdoors-savvy and those who were sending out more of an indoorsy vibe.









