Florida s five year fishing promo and sustainable market strategies
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Florida’s five-year fishing promo and sustainable market strategies. Bob Wattendorf and Scott Ball . Primary Strategies. Habitat Enhancement Stocking Improved Access Regulation Management Education and Outreach. Total Licensing System. Seniors and other exempt anglers. Nonresidents.

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Florida s five year fishing promo and sustainable market strategies l.jpg

Florida’s five-year fishing promo and sustainable market strategies

Bob Wattendorf and Scott Ball


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Primary Strategies strategies

  • Habitat Enhancement

  • Stocking

  • Improved Access

  • Regulation Management

  • Education and Outreach




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Nonresidents strategies

VISIT FLORIDA Welcome Center


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With the promo, we have sold nearly 1,200 in a month. strategies

The first five years, (before the promo) monthly sales were ~100 licenses at best.


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Satisfaction with last fishing trip: strategies

Very Satisfied: 52%

Satisfied: 33%

Neutral: 12%

Dissatisfied: 3%

Very Dissatisfied: 0%


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5-Year Buyer Fishing Habits strategies

0 1-5 6-10 11-20 More

Freshwater Fishing - IN Florida: 6% 18% 15% 21% 39%

Saltwater Fishing - IN Florida: 21% 36% 12% 3% 27%

Freshwater Fishing - Elsewhere: 85% 9% 0% 3% 3%

Saltwater Fishing - Elsewhere: 88% 12% 0% 0% 0%

  • Average Trip Duration: 4.4 hours

  • Average Amount Spent on Last Trip: $69.80


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  • Effective October 1, 2007: strategies

  • Annual resident: $15.50 (was $12)

  • Annual Nonresident: $45.50 (was $30)

  • 3-day: $15.50 (new)

  • 7-day: $28.50 (was $15)


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Conclusion: strategiesThe quality of the resource, access and the fishing experience still reign supreme – but marketing can help.



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