A few weeks ago I compiled a list of the top rated fly shops in each state. The list was just that: top rated, not best.

So what makes a fly shop the best? Maybe even better than another that is highly rated online? Admittedly, it is very subjective. Your preference might be dictated solely by proximity: either to your home or your home water. Your choice could be all about brand loyalty: whoever carries Company X is going to get your dollar. For a lot of fly fishers, preference and choice isn’t a luxury: you’ve got one fly shop, love it or leave it.

All that to say, there are some things that virtually every good fly shop has in common. Here are a few criteria that my favorite shops meet, and that I personally value as being necessary. Necessary for my loyalty, and necessary for keeping their doors open in a difficult market.

Check out my thoughts below, and feel free to leave yours in the comment section at the bottom:

Selection & Organization

• Having the essentials is essential. Flies, leader material, accessories, rods, reels – anything one would need to get out on the water and stay on the water.
• Being fully stocked is one thing, but the effectiveness of a shop (especially in a rural or suburban location) relies on the stock reflecting the local angling opportunities. A shop in Indiana with half of the fly selection allocated to tarpon, bonefish, and permit flies might not be using valuable space efficiently.
• Options are very good. The best options a shop can give allow for choices across price and performance options. Generally, you’ll get the variety of price options within a particular manufacturer’s complete product line. Having a few brands represented provides performance options.
•  Regardless of if a shop has a little or a lot, cleanliness and organization go a long way. Presentation shows pride in workmanship. It also creates comfort and accessibility for regulars and new customers alike. This is also reflected in a little effort expended in layout and decor.

Opportunities

• Fly shops have always been about more than shopping. Like most niche stores, fly shops serve as something of a cultural hub. The purchase matters, to the customer and to the proprietor, but there is also value added in the setting and the place.
• Casting clinics, tying nights, and beginner classes get people in the doors and together. Conservation involvement and local issue support show an investment in the resource. Guide services facilitate rounding out the entire experience. All of these opportunities create better anglers, but they also cultivate a better angling community,
• A 21st century website doesn’t hurt. It should be a great resource (stream and shop information) that ultimately drives people through the brick and mortar doors.

Customer Service

• This category trumps all others. While actually being a fly shop you can shop in matters, the helpful knowledge that is given away adds immeasurable value to each transaction. A friendly face will get people to hop in the car, drive, and spend a few more dollars instead of simply making a few clicks online.
• Having a staff who knows fishing is important. Having a staff who knows how to communicate fishing is vital. Most employees should be equally fluent in the kindergarten and grad school levels.
• All of this is for naught if the shop’s hours render it inaccessible. Take a few days off during the week, but be open earlier and later on the other days.

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At the end of the day, the best fly shop you can go to is the fly shop you enjoy. It might not be perfect, but it gets the job done well. When you find that shop, online ratings and media opinions don’t matter. It meets your needs: a few flies, a rod every couple of years, and opportunities to get involved with your angling community.

Hear me talk about this topic in an episode of the Casting Across Fly Fishing Podcast.