The News Herald (Willoughby, OH)
Drifters Fly and Bait Shop opens its doors
Downtown location is perfect spot for Concord Twp. couple’s business
A Concord Township couple recently opened Drifters Fly and Bait Shop in an ideal downtown Painesville location, just walking distance to the Grand River.
Bruce Norfolk and Latanya Coston were pleased to see their dream of owning a business come to fruition last November.
Just a few hundred feet away from Kiwanis Recreation Park with access to the Grand River and a fishing pond, the nearly 3,400-square-foot specialty shop is located at 218 E. Main Street.
They said they stumbled on the location when traveling to Kiwanis Recreation Park for their son’s baseball game.
“We were driving by, I said to Tanya, ‘Why hasn’t anybody opened a fly shop there?’ ” Bruce said. “It’s right by the river and it’s in the perfect location.”
The Grand River, which attracts visitors from near and far, is arguably the one of the best rivers for steelhead fishing, he added.
Although Bruce grew up on the west side of Cleveland, he said he would often drive to Lake County to go fishing.
“I love fishing,” Bruce said. “It’s been an idea of mine to open up a fly shop for many years.”
“We were driving by, I said to Tanya, ‘Why hasn’t anybody opened a fly shop there?’ ” — Bruce Norfolk
He said he has been fishing since he was a teenager and specializes in fly fishing.
While Latanya does not have as much fishing experience, she is eager to learn.
Latanya said she tied her first fly the other day.
Bruce explains that a fly is a fishing lure made of various synthetic materials that resembles something in nature.
He said fly fishing is a very effective method to catch fish.
Drifters Fly and Bait Shop meets a need in the community, as there are no other fly and bait shops in the city.
They offer a variety of flies, maggots, wax worms, eggs, rods, reels and spinners.
Bruce said they recently entered into a partnership with Temple Fork Outfitters, a well-known brand of high performance fly and conventional fishing rods, and soon will carry TFO reels, rods and other products.
Bruce and Latanya have learned a lot in the few weeks that they have been open.
They recognized which products are in demand and discovered who are the best suppliers.
Latanya said they plan to expand inventory and offer demonstrations, seminars and classes.
“The first demonstration will be on Feb. 3,” Latanya said.
It will feature a fly tying demo and begin at 6 p.m.
While growth and expansion is a goal, the couple pride themselves on operating a smaller, more specialized shop.
“I have said over and over that we’re not Bass, Cabela’s or Wal-Mart, “he said. “We’re smaller and more focused.”
They said the overall response has been positive, noting that the foot traffic has been good.
The pair welcome suggestions and feedback from customers.
Drifters is open from 6 a.m. to 6 p.m. on Mondays, Thursdays, Fridays, Saturdays and Sundays; 6 a.m. to 12 p.m. on Tuesdays and is closed on Wednesdays.
Complimentary coffee is available and Latanya said she hopes to add a few pastries like bagels in the future.
She said a hot cup of coffee comes in handy when fisherman stop in to warm up.
Drifters carries a full range of supplies and is well-prepared for the steelhead fishing season.