Recently I attempted to compare and contrast the basic business models of FLW and B.A.S.S., and while the piece was met with a little sarcasm, I escaped with most of my teeth. Thanks for all the insight.
In addition, most of you know my undying love for the Major League Fishing format, and I’m looking forward to the upcoming shows focusing on my neck of the woods. Schools of 4-pound smallmouth often make for good television when they’re greeted by a power-fishing beatdown.
So it comes as no coincidence that this week I decided to educate myself on yet another shareholder in the pro bass business, the Toyota Texas Bass Classic, or TTBC. Through the process, I learned I had a lot to learn.
Last week, we saw Keith Combs once again grab the trophy at a big-money showdown in Texas. This guy came up through the ranks at the right time, I’d say. The previous few years have been quite lucrative for Combs, cashing oversized cardboard checks a number of times without ever leaving the Lonestar. Good for him.
But what really matters is the course being taken by the TTBC, and what it may mean to pro fishing. Look around, folks. We’ve got the potential for the number of “championships” to double in the next few years.
Every pro wants to win the Classic. But, then again, every year FLW rolls out a suitcase filled with money, and we’ve heard the fishermen’s claims about the attraction of an MLF title, too. We’ve got some real options here, and the TTBC is adding another, possibly on par to catch, or even pass, its predecessors.
To back up a bit, the TTBC is a no-entry fee showcase single event for qualifiers from the Bassmaster Elites, FLW and the PAA trail. In all, 50 anglers compete, including about 45 from the circuits, the reigning champ, and a handful of “sponsor exempt” anglers, which often means the Toyota guys. They might as well be there anyway, after all, Toyota has one stout pro team.
The 50 anglers compete in the event, the winner takes home a hundred grand and a boat, everyone gets paid, there’s a big barbecue cook-off and a bunch of concerts featuring A-list country stars. The whole thing is free to fans who can also check out a bunch of displays, take a four-wheeler on a giant test track, or even go muddin' in a Toyota.
Name the last time you heard of a free concert featuring entertainers like Gary Allan or The Band Perry. Yeah, I didn’t think so.
The whole concept behind the event is to generate money for the Texas Parks and Wildlife Department, which has been accomplished to the tune of about $1.7 million over the past 7 years.
That money then goes into programs like those designed to increase youth and urban involvement in fishing all over Texas. I commend Texas for, once again, grabbing the forefront of the business of fishing and giving back to its customer base. And what better way than with a bass tournament?
Ask anyone involved in the event and they all say the same thing: This thing is awesome! It’s a win-win, as marketing people say.
But the money has to come from somewhere, as we all know. The list of sponsors impressively includes Toyota, Geico, Coca-Cola, Busch and Bass Pro Shops. Funny, I notice few, if any, fishing lure manufacturers.
The event is a coordination between several groups, including one with a great deal of sponsorship, marketing, and professional sports experience. And that’s why it works, and will continue to do so. You see, in the real world of sports marketing, bass fishing is the best deal in town. It just takes some insightful people to convey that message.
Factor it this way: The cost to sponsor one NASCAR driver for one race is comparable to sponsoring the entire tournament field in this fishing event for a full season. Really.
When I spoke with individuals in charge of the event, they conceded that the whole process has been a learning experience, that the event has undergone some major changes, but that things seem to get better each year. And why wouldn’t they? Over 30,000 people reportedly attended last week.
I think the TTBC has one major, overlooked advantage over all other bass fishing events – they haven’t “invested” in their own organization. They don’t have a tour, they don’t have a magazine. No tournament directors careening across the country, no fleets of giant truck-and-trailer combos to gas up every 500 miles.
Nope, the TTBC lets the others do the work. They allow the big boys to hold the events, film the TV shows and make their stars household names. They then “borrow” those stars, complete with all of their fame, visibility and public presence, for a few days each fall.
Smart. Very smart.
I mean, who would you want coming to your bass tournament? A bunch of locals or VanDam and Dudley?
Only one thing concerns me with the approach: the qualification. Anyone who regularly speaks with both FLW and Bassmaster Elite anglers knows of their continued debate over who’s superior. Allowing the top performers from each tour helps to settle the dispute.
I’m not sure, however, of the inclusion of the PAA fishermen. While many are also touring pros, the use of qualification from what is essentially a triple-A tour doesn’t seem fair.
Now don’t shoot the messenger. On the PAA website it even states that: “PAA Tournament Series events are open format events similar to B.A.S.S. Opens and FLW EverStart events.”
They even have a $1,500 entry fee – identical to those mentioned circuits. Yet, their events qualify anglers for a tournament against full-time touring pros who routinely shell out $4,000 to $5,000 per event in order to get to the same place.
I’m not sure that’s entirely fair.
Other than that, I think the TTBC is well on its way to becoming one of the most prestigious events a pro angler can win. I believe there will be a time when sponsors will include participation at the same level of importance as the other “world championships."
The TTBC has even all but eliminated the live weigh-in, which seems en vogue. Only one fish is allowed to be brought in each angler, and it must meet a certain length requirement. The weigh-in, essentially, becomes a post-game interview, as fish are weighed and released on the lake.
That seems logical, considering this event showcases the efforts made by the game and fish people in Texas, and it’s the best thing for the fish. Who cares, anyway – the band’s getting ready to start.
(Joe Balog is the often outspoken owner of Millennium Promotions, Inc., an agency operating in the fishing and hunting industries. A former Bassmaster Open and EverStart Championship winner, he's best known for his big-water innovations and hardcore fishing style. He's a popular seminar speaker, product designer and author, and is considered one of the most influential smallmouth fishermen of modern times.)
