You expect that in the U.S.A. everything is going to be bigger, from the sprawl of the city to the sheer numbers of visitors that descend on this tourism capital of Florida, by the account of my taxi driver, 3.8 Million people per month.

 

Just sit down to order a breakfast and your realise that the States has a huge appetite for life. Side orders of everything and the look of disbelief, from the ever so friendly waitress, when you just want a plain omelette says it all……it’s a pot, not a cup of coffee in these latitudes.

 

When did they find the time to invent so many ways to catch fish?! Step into the ICAST gathering and your fishing senses are assaulted. In every direction brands are screaming out at you to pay attention, with displays befitting an amusement park. If Willy Wonka were an angler this would be his playpen, toys for boys and then sum.

 

 

 

So, my plan was to see how us Safa’s faired on the fishing front, and to learn how far ahead in the industry this incredible market was. And, I must admit, I didn’t know in which way to turn, let alone where to start. So I bumbled along, smiling at whoever greeted and moved quickly through the maze of dazzling stalls, not wanting to be dragged into the “order now” and “that’s not all” that lingered in the atmosphere.

 

To be noticed in this exhibition hall, you had to think outlandish. Casting tanks, surrounded by huge digital screens with half -boats display stands were the norm and there was no doubt that every conceivable means of netting a fish was being touted. From bow and arrows( literally) and the big sticks (nearly had a freuden slip there) that take down behemoths to the beautifully hand crafted creations that seem wasted on a fish, it would have any rabid angler drooling.

 

   

 

The glitz is only a facade though, underneath this eye opening veneer is an energy that is just so palpable and infectious. Imagine if you will that you’re a hungry chef and you stumble into a 3 star Michelin kitchen in full swing, the aromas and frenetic buzz melding to ignite your gastronomic juices and subsequent cooking zeal. This is the contagious frenzy that is ICAST.

 

                 

 

The attendees are as varied bunch of fisherfolk as you’re ever likely to see under one roof, from Hill Billy hand fishers and macho Bass wranglers to the Big Game ocean hunters and free spirited Fly Fishers. Long beards, tattoos and a wild personality being the hallmark that identifies the professional guides who make this annual pilgrimage to pay homage to each other in the only way befitting such a gathering……Parrrty. Social gatherings are the only real way  to get know anyone or anything at a trade show and brands are always rated by their ability to host a good Jol. On this count, the Costa shindig was the front runner, indicative by how slow everyone was the next morning to get their stands in order.

 

It was good to see a few familiar faces, with John Geils from Xplorer, Gareth Adams from Stealth and Dean and Tom from Frontier representing the brands. Vagabond Fly fishing were reviewing all the new products and Gerhard Laubscher from FlyCastaway was launching the new Wade Reels with Stealth, generating a lot of interest in this quality, proudly South African hard core product. Keith Rose Innes and his head Guide Devan were flying another Southern African flag, promoting the jewel that is Alphonse and Jonathan Bolton from Mavungana fame was enjoying the proceedings.

 

But the big shout out, has to go to Jako Lucas, who swept the Drake Film festival awards with his ‘Chanos Chanos’ short film……a true testament to South African film making on a world’s stage.

 

It was an eye opener no doubt, but looking at what we are all doing within our microcosm of South Africa, I have to say that we can not only hold our head’s high, but in many respects could teach the angling world a thing or two about digital interface with consumers…….which is saying a whole lot about the innovative nature of the Safa culture.

 

             

In short, Sage took the honours in the best salt and fresh water fly rod, Simms dominated the fly fishing apparel and Rio won the best line and leader categories…….there’s just too many awards to go through in the AFTD new product category, so if of interest follow this link -:  http://www.affta.org/2016/07/15/iftd-2016-new-product-showcase-winners-announced/

 

If you decide to make the trip next year, then two points worth remembering……when it comes to attire, Orlando is the land of air-conditioning and thank goodness as the humidity has you perspiring like a schoolboy with crib notes tattooed on his forearm,……..and I do honestly believe that Alcatraz was easier to get out of, then the States is to get into, and the border security rivals any maximum security prison, although the personal are helpful to a fault.