| 27 October 2011
It is an interesting proposition, but few know the preparation that must occur before an angler can have a chance to catch a million dollar bass.
First,someone has to have an idea for a promotion. In a recent case the Early Times Kentucky Whisky folks put on a promotion for visitors to their Facebook page. It was simple enough. Readers were encouraged to make a face like a fish – take a photo – and send it in for judging. Initially 20 contestants were chosen as finalist. In the end, one lucky angler won an all expense trip to Orlando and a chance to catch a tagged fish worth $1,000,000.
Believe it or not, that's the easy part. These types of events require the services of a risk taking company with the expertise to execute the plan. In this case Max Rhodes of SCA Promotions was called into duty.
In addition to working out all the details related to underwriting the million dollar prize, Max also had to provide tagged bass for the event. The fish would be caught and tagged from the same waters that would host the event. First Max had to locate a local guide that would keep the location of tagged and released fish secret until after the event. Max goes along as a security observer, but he is still allowed to help catch the fish to be tagged. He says, “It's a tough job but someone has to do it.”
The strategy is pretty simple but the timing is important according to Max. “I prefer to have all of the mandated fish caught and tagged a minimum of 48 hours prior to the commencement of the event.” He explains, that this will give the tagged fish some recovery time to get back on their "feed" prior to the start of the event. “In this way, our customers have a better chance of providing the action necessary to placate their anglers.”
Max starts the tagging process by discussing with the guide what he thinks will work, when the best time to fish would be, and where they should start. “They are the experts on their water and I have had very little trouble once they understand the I am one of them.” Max has plenty of experience fishing, he fished the tournament trail for many years before getting into the promotions business. “We approach the tagging just like a tournament – don't ever leave fish to find fish.”Now, with all the dirty work done and Max worn out from catching all those bass to tag, its time for the lucky winner to try her luck.
Debra Nicholson of French Lick, Indiana was selected as the fish-face winner. She won the all expenses paid prize trip to Central Florida by submitting a photo of herself making her best “fish face” to the Early Times Facebook page. Twenty finalist were chosen before Nicholson was awarded the grand prize, the opportunity to fish for a million dollar bass on October 15, 2011.
“This year we’re bringing our winner to Florida for a once in a lifetime opportunity to catch a fish that could be worth a million dollars,” said Terry McGuire, brand manager for Early Times Kentucky Whisky. “Not only is there a million dollars on the line, but this is the only fishing promotion we know of where a consumer will have the opportunity to work side-by-side with a world class angler like Kevin Wirth.”
Wirthis a pro bass angler from Kentucky assigned to help the contest winner catch the big money bass. Wirth pre-fished the Central Florida lakes the day before the contest to develop a strategy for the Saturday event.
Nicholson took the challenge seriously from the start. “Knowing that I wanted to catch some bass myself and not just sit in the boat enjoying the scenery (Although I could have done just that - it was beautiful), I called Tim Gibson's Fishing Guide Service for Patoka Lake in Indiana.” She lives only 0 miles from Patoka Lake and decided to take some lessons and practice fishing. She approached Tim saying, "I need bass fishing lessons and someone to take with me." Well, Tim had both answers. He referred her to Jr. Ratliff, who specializes in bass fishing as a guide and Joan Davis from the Indiana Bass'N Gals whom he had fished before.
Nicholson chose Joan to be her fishing partner and travel with her to Florida. According to the rules of the contest any of the three anglers could catch a tagged bass, but the winning money would go to Nicholson.
The fishing took place on the Butler Chain of Lakes near Orlando. Specifically, Lake Louise, Lake Butler, and Lake Palmer were all used in the contest. Max Rhodes and a local guide caught, tagged and released 40 legal sized bass to set up the event. If any of the tagged bass were caught in seven hours of fishing the $1,000,000 purse would be awarded to Nicholson.
The two gals from Indiana and pro angler Wirth met at the dock for a 9:00 am departure. The excitement level was high as they boarded Wirth's Triton Bass Boat. Nicholson comment before boarding the boat, “I am really excited and I feel like I am going to catch at least one bass.”
A media boat was loaded up to follow the anglers and record the action. It included Vance McCullough, writer/producer, AnglersChannel.com, who shot some great video of the event and yours truly with camera in hand.
Fishing had been slow on the pre-fishing day so Wirth decided his strategy would be to cover a lot of water with a lot of different lures. Nicholson scored first, but the fish was undersized. Wirth and Davis added fish along the way, so everyone caught fish during the day.
The anglers were dedicated to the task, not even taking a break for lunch. The media boat brought sandwiches but the anglers did not stop fishing. They would take a bite and just keep casting.
When the Triton pulled up to the dock at the end of the day over 20 bass had been caught. The always smiling Nicholson looked a little red on the forehead and cheeks. She was going to take a little Florida sunshine home to Indiana. Davis, a little tired from a long day of fishing said she had a wonderful time. Both gals took a position on the deck and Wirth started pulling bass out of the livewell. Six keeper bass were shown, but none held the lucky tag that would have made Nicholson a millionaire.
Commenting on the day's event, Nicholson said, “I was not prepared for Kevin and Joan's fast fishing method. All these weeks I had practiced a slower, in the weeds, off the bottom fishing. The day went by so quickly. The seven hours seemed like 30 minutes to me.”
By day's end the whole deal may have been just what the fishing industry needed, another convert. Nicholson caught four non-keeper bass during the day and watched Wirth and Davis reel in some nice ones. Her final words on the event were, “This whole experience may turn me into a bass fisherwoman yet!”
