Press Releases

RBFF and AREA Release Angler R3 Recommendations
Partnership Develops Actionable Recommendations and Strategic Tools for Effective Angler Recruitment, Retention and Reactivation (R3) Efforts
RBFF-AREA R3 Recommendations

ALEXANDRIA, VA (November 21, 2016) – The Recreational Boating & Fishing Foundation (RBFF) and the Aquatic Resources Education Association (AREA) today announced the release of the Recommendations and Strategic Tools for Effective Angler Recruitment, Retention and Reactivation (R3) Efforts. This document is a product of the two-year partnership between AREA and RBFF to develop guidelines for increasing the effectiveness of angler R3 efforts nationally.

“These actionable R3 guidelines will go a long way in helping us realize our 60 in 60 goal as they are adopted by state agencies, industry stakeholders and NGOs throughout the fishing and boating community,” said RBFF President and CEO Frank Peterson. “By utilizing these comprehensive guidelines, we will be able to create a sustainable base of anglers and boaters for generations to come, leading to more funding for essential conservation programs.”

The primary goal of the Angler R3 Recommendations is to enable state agencies, nongovernment organizations and industry stakeholders to assess their angler R3 efforts and address gaps to improve the effectiveness and efficiency of their individual and collective work. The recommendations identify opportunities for state agencies and organizations to improve their capacity to design, implement and evaluate angler R3 efforts; develop strategic angler R3 program priorities; and improve partnerships to collaboratively implement angler R3 efforts.

“AREA is excited to roll out these Angler R3 Recommendations,” said AREA Past-President Barb Gigar. “They will help our members and other organizations maximize their R3 efforts to get their customers outdoors and connected to our aquatic resources through fishing.”

The Angler R3 Recommendations utilize the expertise and strategic tools developed by the Wildlife Management Institute (WMI) and Bob Byrne Consulting for R3 efforts utilized by the hunting and shooting sports, and build upon the foundation provided by RBFF’s Best Practices Workbook for Boating, Fishing and Aquatic Resources Stewardship Education. The Angler R3 Recommendations were developed with the support and contributions of the Angler R3 State Agency Working Group, comprised of state fish and wildlife agency education and marketing staff throughout the country with knowledge and experience in developing and implementing R3 efforts.

A day-long training was held with approximately 70 aquatic education professionals at the AREA national biennial conference in October to roll-out the project work and gather a final round of feedback. The work is supported by a Literature Review of recent angler R3 literature and includes definitions that provide consistent language for future efforts.

RBFF has entered a new phase of work with WMI to develop a national R3 plan. This “playbook” will be developed with help from a stakeholder advisory group and be released next year to help increase the impact of our collective angler R3 efforts and in achieving “60 in 60.” For more information, please contact RBFF State R3 Program Director, Stephanie Hussey.



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.

About the Aquatic Resources Education Association (AREA)

AREA is a 501(c)3 organization whose membership includes aquatic resource education professionals from across the United States representing state fish and wildlife agencies, educational institutions, angling organizations, and others. AREA was created to foster, promote and encourage aquatic education. 

About the Wildlife Management Institute (WMI)

Founded in 1911, WMI is a private, nonprofit, scientific and educational organization, dedicated to the conservation, enhancement and professional management of North America's wildlife and other natural resources. WMI supports the wise use of wildlife, including regulated recreational hunting of designated populations. WMI endorses the proposition of game management, the concept of biological diversity and principles of ecology. It recognizes that wildlife management must be a skillful blend of science and art in relation to dynamic human circumstances, values and expectations.

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