The Fly Fisher's Place celebrates 25 years

The Fly Fisher's Place has guided a generation of fishermen in the art of fly fishing - on local waters and around the world.

This fall marks 25 years in business for the company. Current owner Jeff Perin purchased the shop in 1991, fulfilling a dream he hatched when he was in the sixth grade.

As a child growing up in Portland, Perin checked out every fly fishing book he could find at the library. The very first day he moved to Bend in 1980, a family member took him fly fishing on the Deschutes River. From then on Perin was hooked.

"I'll never forget that day. I remember it so vividly -everything from falling in the river on my first try wading to the color of the fly line," Perin recalled.

A week after his first trip, he received an old rod and dedicated hours in the backyard to practicing his cast.

As a young man, Perin was working with a fly shop in Bend when the opportunity came up to manage The Fly Fisher's Place. Perin relocated to Sisters and never looked back, purchasing the shop from Harry and Dee Teel after just nine months as manager.

"I was 22 years old and took a huge leap of faith," Perin reflected. "I didn't really know what I was getting into; I just didn't think of the consequences."

Perin's move turned out to be well-cast. He has now owned the store for 20 years, and watched his business - and Sisters - expand.

"Sisters has matured a lot," Perin said. "When I first moved here there was no brewery, no movie house, no mountain-biking trails. Sisters has really thrived and grown. Businesses like FivePine and Stitchin' Post have helped make Sisters a huge draw to visitors."

He has also noticed significant developments in the fishing industry.

"The push towards catch-and-release fishing has been a big change," Perin noted. "There's a big emphasis on conservation and keeping fish around."

He's seen fly fishing grow into a consumer-driven sport, which has sparked innovation.

"Everything from the tackle, rods, reels, waders, and line have improved so much," Perin said.

One thing has remained consistent throughout the 20 years: Perin's commitment to great customer service.

Longtime customer George Mecouch likens The Fly Fisher's Place to the barber shop on the Andy Griffith Show.

"It has the quality and feel of a small-town place where people feel welcome, sit around, tell stories, and brag," Mecouch explained.

Mecouch also noted that Perin has a great memory for names.

"I remember the names of about 60-70 percent of our customers," Perin admitted. "One customer who came in years ago with her dad was surprised that I remembered her name after I hadn't seen her for six years."

His aptitude for recalling names is not so surprising, considering that he's in the business for the relationships.

"The greatest highlight for me has been all the people I've met and the customers that have become great friends," Perin said.

Perin also enjoys owning The Fly Fisher's Place because it has given him the opportunity to support the community.

"A couple of weeks ago I helped run a cancer survivor fly fishing retreat called "Live Strong-Fish On.' We had 30 survivors there and it was awesome to see people having such a great time through the sport."

In addition, he has been able to encourage the next generation of fly fishers.

"As a teenager, someone gave me a chance to work in a fly shop, and I've given that chance to several kids from our community over the years," said Perin. "I love how they have stuck with it and now are amazing fly fishers."

Amazing fly fishers abound at The Fly Fisher's Place. There are 12 employees on staff in the summer season and each has their own area of expertise.

"Jeff has a real knack for picking guides that fishermen like; they're a great group of people and they have a reputation for offering a lot of good advice and always being willing to chat," explained Don Collins, an avid fisherman and customer of The Fly Fisher's Place since 2004. "I always feel like I've learned something when I go on their guided trips; it may not have always been a great catching day, but it was always a great fishing day."

Perin has had his share of great catches recently, including his fiancée.

"I'll celebrate my 20th anniversary at The Fly Fisher's Place by getting married. I'm going on a honeymoon to the Cayman Islands!" Perin said. "I really am living my dream. I feel like one of the luckiest business people around here."