Press Releases

State Fish & Wildlife Agencies Energized to Tackle R3 at RBFF’s 2017 State Marketing Workshop

ALEXANDRIA, VA (December 20, 2017) – For the first time ever, all fifty state fish and wildlife agencies gathered for the Recreational Boating & Fishing Foundation’s (RBFF) State Marketing Workshop in Phoenix, Arizona December 12-15, 2017. Themed Activating R3 Strategies to Achieve Success, Workshop attendees participated in a variety of business sessions and networking events aimed at helping state agencies develop and improve their recruitment, retention and reactivation (R3) strategies.

“It’s clear that state agencies understand the importance of R3, and have been working diligently to begin or advance their efforts,” says RBFF President and CEO Frank Peterson. “This is the exciting part for us. After years of encouragement, we’re seeing thoughtful programs take shape and achieve results. A sea change is taking place, one state at a time. And though there’s still a long way to go to reach 60 in 60, I’m encouraged by the trends I’m seeing in participation and the efforts of organizations throughout the community to maintain and grow our sport.”

RBFF created a working group to guide this year’s event, which featured some new components. The Workshop was extended to three nights and two full days to further accommodate the education needs of participants. In addition, concurrent sessions were offered on the first day, allowing participants to customize their experience. During the Workshop, participants learned about the importance of branding in today’s world, and consumer trends affecting marketing efforts. They also heard from state agencies on their work to create and implement R3 plans.

Eight state agency directors, including Paul Johansen with the West Virginia Division of Natural Resources, attended the Workshop. “This year’s RBFF State Marketing Workshop set the bar very high,” said Johansen. “Once again, the folks at RBFF managed to exceed my expectations. This was time well spent!”

“This workshop always sparks so many ideas and good conversations, and I appreciate making connections with my counterparts from other states,” said Florida Fish and Wildlife Conservation Commission Licensing Outreach Coordinator Katie Young. “Just like a rising tide lifts all boats, we are all impacted from the great work we are collectively doing, and this forum to share, learn and inspire creates ripples that influence us all.”

A record $80,000 was raised for the 2017 State Marketing Workshop. RBFF is grateful for the support of the following sponsors: Diamond: Brandt Information Services and FISHBRAIN; Platinum: American Fly Fishing Trade Association and Discover Boating; Gold: American Sportfishing Association, Bass Pro Shops/White River Marine Group, Blast Analytics & Marketing, Granicus, J.F. Griffin Publishing and the U.S. Forest Service; Silver:  Brunswick Freshwater Group, Colle + McVoy/Exponent PR and Southwick Associates; Bronze: Association of Marina Industries, Association of Fish & Wildlife Agencies, Convince & Convert, EurekaFacts, LLC, Info-Link, Kalkomey and Wildlife Management Institute; Donation: SourceLink.

The State Marketing Workshop was established in 2008 to bring the participants of RBFF’s State Marketing Programs together to share successes, ideas and challenges to increase participation in fishing and boating. The Workshop was made available to all 50 states beginning in 2010, and has evolved to also include general marketing education and training.

Resources, including presentations, from the 2017 State Marketing Workshop will soon be available in RBFF’s online Resource Center.


About the Recreational Boating & Fishing Foundation (RBFF)
RBFF is a nonprofit organization whose mission is to increase participation in recreational angling and boating, thereby protecting and restoring the nation’s aquatic natural resources. RBFF developed the award-winning Take Me Fishing™ and Vamos A Pescar™ campaigns to create awareness around boating, fishing and conservation, and educate people about the benefits of participation. Take Me Fishing and Vamos A Pescar help boaters and anglers of all ages and experience levels learn, plan and equip for a day on the water. The campaign websites,, and, feature how-to videos, information on how to get a fishing license and boat registration, and an interactive state-by-state map that allows visitors to find local boating and fishing spots.

For further information: Stephanie Vatalaro,, 703-778-5156
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