Press Releases

RBFF Introduces New & Improved
Smart & Effective New Tools Modernize and Simplify the Site Aimed at Increasing Participation in Recreational Fishing & Boating
The new website. (Click for full-size image.)

ALEXANDRIA, VA (February 17, 2016) – The Recreational Boating & Fishing Foundation (RBFF) today announced a new and improved to help meet its mission of growing participation in recreational fishing and boating, and generating awareness of aquatic conservation. Designed to act as a mentor, guide and tool that breaks down initial barriers to getting involved in fishing or boating, the new is geared towards less experienced anglers and boaters that need help understanding all it takes to have a successful day out on the water. The site also provides information more avid participants find useful.  

“Digital plays a central role in the lives of our target audiences, and it’s more important than ever that RBFF offers a premier online experience that caters to the needs of our users and inspires them to get out on the water,” said RBFF President and CEO Frank Peterson. “Digital is often the first, and sometimes only, channel where people are interacting with brands and services. If we can’t meet them there, we will lose them. As our audience diversifies and grows to include a younger generation of participants looking to make memories with their friends and families, having smart, effective, digital tools available at the swipe of a finger will be critical for keeping them engaged for years to come.”

Supplying one of the most dynamic and useful Places to Boat and Fish maps in the industry, continues to offer easy-to-understand ‘how-to’ content, along with state-by-state fishing license and boat registration information and messaging throughout the site about how fishing and boating participation contributes to aquatic conservation.


  • Responsive Design - 68% of visits to come from a mobile device, so the site was developed in responsive design and provides an optimal viewing and interaction experience across a wide range of devices (from desktop to tablet to mobile phones).
  • Streamlined Content - The content is streamlined and surfaces information in a way that is easier for users to find and comprehend. The site structure is flatter than the previous site, so access to topical content and information that is linked to RBFF business goals including fishing license and boat registration links, is quicker and more intuitive.
  • Enhanced Places to Boat & Fish Map
    • The interactive Places to Boat & Fish Map has been enhanced with new features that better enable consumers to get out for a successful day on the water, even allowing them to filter for a body of water based on fish species.
    • Users are encouraged to rate bodies of water and provide comments via Facebook Connect to ensure the Map stays current while providing users with unbranded social feedback.
    • Also new, the Map features only bodies of water that are managed by state and/or federal agencies to ensure our visitors are receiving the most accurate information.
  • Enhanced State Info - The State Info section has been enhanced with more robust information to both showcase fishing and boating as fun activities to do with family and friends, and provide visitors with the most up-to-date information from their state agency. Developed in partnership with state agencies, content includes suggested local fishing and boating locations, fishing reports, common catches and direct links to state license and registration information.
  • New Advertising Options - A new ad format is available to advertisers on the site in the form of sponsored content (also referred to as native advertising). Available across all device types, placements are formatted to match the look and feel of the site.
  • New Corporate Information & Resources - The Corporate section is new and improved as well, offering concise information on RBFF’s history, initiatives and resources in a simplified and accessible format.

“More than a year in the making, we’re excited to showcase the modernized and simplified website we believe will truly resonate with our target audience, and help us inspire participation in fishing and boating,” added Peterson.  

RBFF encourages stakeholders to visit the new from their computer, tablet or mobile phone, and to check out the refreshed Corporate site for its latest news, research and free downloadable resources.


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,