Going with the flow for 20 years

OVANDO – The Blackfoot Angler owner Kathy Schoendoerfer was struggling to communicate - not a situation she often finds herself in being the self-proclaimed "Ovando organizer of frivolous affairs." With five fishermen from Mongolia in her shop, Schoendoerfer knew zero Russian or Mongolian and they knew limited English. She did the best she could using hand signals and drawings and helped them get everything they needed. When she checked them out, they kept showing her two fingers and saying "two....two."

"I would count out the $2, I would show it on a calculator, I would draw it on paper and still I got two, two," said Schoendoerfer. "Then one of them took a $1 bill and with his finger outlined a 2. Instantly I knew what they wanted. They wanted a $2 bill and I had three of them in the register. They were absolutely thrilled and I had friends for life."

Excellent customer service has been the foundation on which The Blackfoot Angler has ridden the various economic currents of the past 20 years in business. With customers from every state in the Nation and Ovando's destination for international cyclists through its involvement with the Tour Divide, the Blackfoot Angler's mission has never changed, "To supply fly fishermen with the necessary equipment and to promote responsible practices to conserve and protect our Blackfoot River, her tributaries and surrounding waters."

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Before coming to Ovando, Schoendoerfer worked various jobs in law enforcement, as a schoolteacher and was an event planner for a high-tech company. Her husband Travis Thurmond was a helicopter pilot.

When Thurmond and Schoendoerfer moved to Ovando in the late 1990s, they both worked for the Lake Upsata Guest Ranch where Thurmond was the fly fishing guide. On their days off, they would go fly fishing, something they had done together before moving to Montana.

When looking for a change, co-owner of Ovando's Blackfoot Commercial Howie Fly suggested they open a fly shop.

"Howie and Peggy Fly recognized that the town needed a boost in recognition and tourism and they figured a fly shop would be one way to help," said Schoendoerfer. "I guess it did."

While Thurmond and Schoendoerfer thought the idea was crazy since they had zero experience in retail, they also saw it as an incredible opportunity.

They rented the corner store of the Flys' building in downtown Ovando, 401 Main Street. The building was practically vacant so it was a natural fit. They fixed up the tiny shop and opened the Blackfoot Angler & Supplies April 15, 2000.

"We opened with very little money," said Schoendoerfer. "We had the most pathetic inventory, but we covered costs and were able to upgrade."

The first year, The Blackfoot Angler primarily sold flies but also offered some tee shirts, hats and fly fishing accessories. They also offered a little bit of spinning equipment and sold worms. They stayed open their first winter offering ice fishing supplies.

Schoendoerfer said their propane bill far exceeded their profits in the winter so they gave up ice fishing supplies after one winter. They also quit selling live bait after finding their Styrofoam bait containers along the river.

"We want to be good stewards of the Blackfoot River because we depend on it," said Schoendoerfer who added fishermen can't release a fish after it is caught on a worm.

In the early years, Schoendoerfer said the Kingfisher Fly Shop in Missoula mentored them. The number one lesson they learned early on was customers get what they pay for - if they sell cheap flies, customers will buy them and be disappointed. They also learned to show an interest in their customer base, listen and respond to their needs and offer a smile and friendly hello.

Now the Blackfoot Angler offers a large fly-fishing inventory including four times the number of flies since their opening, rods and reels, waders, nets, accessories and a small selection of spin fishing equipment. They also carry clothing, some Made in Montana gifts, emergency camping supplies and emergency bicycling parts for the thousand plus riders that come through Ovando annually.

"We don't make much money off of the [camping and bicycling equipment] but the appreciation of those folks knowing that we have stuff in an emergency, well, you can't buy that kind of marketing," said Schoendoerfer. "They return to Ovando, sometimes with families. They go fishing or camping and they help the economy of Ovando."

The Blackfoot Angler is known for its honest fishing recommendations and advice that is free for anyone who calls or stops in. Thurmond fishes regularly and they both visit the river regularly checking for insects and other "R and D - research and development." This helps them provide the best information possible.

Schoendoerfer shared the story of four fishermen from Maine who called the shop several years ago in early June. She explained to them that the rivers in Montana were blown out and their best bet was to stay home for another month. The fishermen called another guide company for a second opinion and they were told the fishing was great.

"So they spent thousands of dollars for a week in Montana and went home with memories of being lied too," said Schoendoerfer. "Two weeks later they actually called us and thanked us for our honesty and wished they had listened to us."

Schoendoerfer added they are now friends with the fishermen from Maine. They call every year before they book their trip.

"It can't always be about the money you make in the short term. It is how you are remembered for the long term," said Schoendoerfer.

Schoendoerfer said 2013 was the first year the Blackfoot Angler had someone visit from every state in the nation as well as people from several different countries. Along with serving customers from all over the world, they have had several famous people including TV personality Jimmy Kimmel and football player Thomas "Hollywood" Henderson stop and shop. Thurmond's favorite story was when a well-known, undisclosed movie actor came in and "talked shop" while on a reconnaissance trip to come fishing on the Blackfoot at a later date.

When the actor asked for a river map, Thurmond said he only had the shop copy but would be happy to send him one when more arrived.

"With the folded map still on the counter, conversation continued with him leaning forward with an intense level of interest in everything I said. His hand conveniently covering the map," said Thurmond. "As he stood up to leave I could see the map casually hidden in his hand. When he reached the front door I asked, 'Could you at least pay me for the map?' 'Oh yeah sure, sorry," he said and he returned it to me. The entire event amused me and I kept thinking he was rehearsing for a slight-of-hand trick in a future movie."

In the last 20 years, Ovando has gone from an economically depressed town to being named Montana Community of the Year in 2018 and a destination shared worldwide. Part of this recognition has come from the community welcoming riders on the Tour Divide, a 2,745-mile, self-supported mountain bike race.

Since 2012, Ovando has been known as a stable stop for riders 550 miles into the race where they can find shelter, nourishment or just a friendly face. The Blackfoot Angler is connected on several social media sites for endurance riders providing information about the Blackfoot Valley and riders know they can call for information on the shelters and what the town has to offer.

The Blackfoot Angler started taking rider photos six years ago. Schoendoerfer said they have become notorious for just a welcoming hello and a snapshot. They also have a web cam where those cycling through can wave or dance to their supporters and family who may be watching after hours.

Because the official Tour Divide is not really happening this year due to the coronavirus pandemic, Schoendoerfer said many veteran riders have said they are going to do their own ride, making Ovando a destination.

"We have customers that are mentioning right now with the 20th anniversary that they started coming in our first year in 2000 and every year since. That makes us so very happy."

The Blackfoot Angler is open nine months of the year. Starting Memorial Day weekend they are open seven days a week, 10-12 hours a day depending on the fishing. To learn more call 406-793-FISH (3474), email angler@blackfoot.net or visit http://www.blackfootangler.com.