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5 RIVERS LODGE BUSINESS PLAN - CONTINUED 7

B. Expanding Bookings for Individual Anglers and Non-corporate Groups
» Develop a booking /rewards program for fly fishing shops and booking agents. To contact them by email; regular
mall; phone calls; and personal contact. Fly fishing shows are a great place to do this. Email all the shops and
booking agents with weekly photos and fishing reports.
» Using the lodge's extensive email list to write weekly or informative "How To" articles: * Articles such as "Ten
things to do to get your equipment ready for summer", "How to fish' with a guide" "Five steps in planning your
fishing trip", "Fishing from a drift boat", etc. Note** At the end of each, put" brought to you by Five Rivers Lodge"
and a website link.
Develop a marketing plan using social media to include the following:

» Daily and/or weekly photos and fishing updates on Facebook and Twitter.
» Weekly fishing reports on the different fly fishing websites which specialize in hosting this type of information, as
well as on Five Rivers Lodge website.
» Send bi-monthly and/or monthly news letter email blasts with photos, fishing reports, seasonal outlooks, and
special promotions, etc. to the entire email list.
» Send happy birthday greeting and holiday messages to past guests, fly shops, booking agents, prospective
guests and friends in the industry.
Personal speaking engagements and visual presentations at the many fly fishing clubs throughout the US.
» Establish fly fishing schools. These schools would be an incredibly important part of marketing and to continue
branding Five Rivers Lodge. Have a three day school as a part of all-inclusive packages. Continue to use well
known fly fishing celebrities to host these schools where they would make a booking fee and/or instructors' fees
in doing so. The lodge already has excellent relationships with these celebrities. Advertise these schools over the
internet, in fly fishing magazines, and with fly fishing clubs, etc.
» Continue to offer wine and food weeks. Aggressively build on and expand the existing wine and food weeks by
promoting and advertising them on the internet; through fly fishing magazines; and by bringing in wine and food
writers to write articles for their respective bios and magazines.

C. Five Rivers Lodge Fly Shop
» The inventory in the store is an asset. The estimated wholesale cost of inventory in the store is
$300,000. The lodge currently has one of the largest selections of flies in Montana and the United States. Use
the existing inventory as a head start to continue building a quality fly shop. The following are a few short and long
term plans for expanding the fly shop:

Short Term Plan
» The current location of the store in the lodge gives customers easy access to inventory and gives the guides easy
access to flies needed for the day. Currently the guides get all the fly patterns they are using from the store. The
clothing and gift items can be expanded by adding more items and brands. Update the inventory on leaders,
tippets, and other basic sundry items anglers can buy when they come to the store in the morning with the
guides. Guides will be instructed to pick flies out for the customers every day. Guides need to bring each client
to the store every day. This will give them the opportunity to sell flies and possibly other items. Guides need to
become better sales people for the lodge. This should be a priority for increasing sales in the store.

Long Term Plan
» Right now the lodge is closed to the public. It is for guests only. Within two seasons have it open to the general
public. Anyone and everyone who fishes the Big Hole or Beaverhead must pass the lodge on their way to and
from the rivers. Currently the lodge doesn't step on anyone's toes on fly shop equipment sales. The long term