St. Croix Rod Company's Web site

Park Falls lands a keeper

Born around 1948 on the promise of bringing the fishing world a better cane pole, the emerging enterprise struggled through its early years, searching for an identity and barely hanging onto the reins of survival.

There were forays into fiberglass.

At various times, the company manufactured fiberglass boats, canoes, water skis, flag poles, badminton racquets, pool cues, walking sticks, antennas, safety flags, field markers, conductor batons, livestock whips, drum sticks and even arrows.

At age 52, the company has narrowed its vision down to a single product -- fishing rods -- and is healthier than ever.

“Some of the products we tried over the years have been more successful than others,” admits Paul Schluter, company president.

“Some have not been successful.

“But what always has been successful are fishing rods and that’s enough to keep us plenty busy.

“We’ve learned over the years to do what we do best and let others do the rest.”

High-quality rods

What St. Croix does best, Schluter is quick to add, is produce high quality fishing rods for a wide variety of angling opportunities.

“We’re the only full-time manufacturer -- from ultra-light to fly fishing to salt water -- left in the United States that is still American owned,” he said.

St. Croix’s competitors began an exodus years ago to foreign shores in search of cheaper labor. Their fishing rods are constructed in countries like Japan, China and Taiwan.

This Wisconsin firm has steadfastly stood its ground.

St. Croix’s fiscal fortunes teetered on the brink several times during the first 50 years but on each occasion, leadership from the community of Park Falls and the Schluter family enabled the company to keep its anchor presence in northern Wisconsin.

Several factors enable St. Croix to still call Park Falls its home, Schluter said.

“No. 1 is the high quality of the work force,” he explained.

“We have a couple generations of workers trained to do the craftsmanship of rod building.”

In addition, the company, which currently produces about 175,000 fishing rods a year, has been able to upgrade its manufacturing and design process while maintaining its product appeal to a profitable market niche of anglers.

“Our customer is basically a more avid angler,” Schluter said.

“Our fishing rods are in the moderate to high-price category. A lot of people don’t fish a lot but when they do they want a high-end experience. Our customer appreciates quality.”

World market

At one time, St. Croix was manufacturing fishing rods for other well-known fishing rod companies, who marketed them under their own names.

Today, 97 percent of the factory’s output carries the St. Croix logo, reflecting the company’s brand recognition and demand for its products.

“Our market is nationwide,” Schluter said. “We also have distributors throughout Canada and in parts of Europe.”

“Wisconsin is among our best markets. The Upper Midwest is very strong -- Wisconsin, Minnesota and Michigan -- there’s just a lot of people who fish in these markets.

“But we’re also strong in the eastern United States and in the West ... where the market is heavily skewed toward flyfishing.”

Forty percent of the company’s sales are in the flyfishing area, 50 percent come from freshwater spinning and baitcasting and the remaining 10 percent is provided by the saltwater tackle market, Schluter said.

The company prides itself on its technological prowess and flexibility that allows it to quickly adapt to changing market conditions.

“Every day we learn something new,” Schluter said. “Every day we apply that to our operation, which allows us to produce a high quality product.”

With growing name recognition in the fishing industry, the St. Croix factory store has become a tourist stop for anglers visiting northern Wisconsin.

Retail store

Rainy weather during the summer vacation season is likely to create a spurt of traffic outside the Park Falls retail outlet.

“It’s kind of a destination stop for a lot of people,” Schluter said.

“Anglers like it because we have all of the 347 rod models we make on display and available for their purchase.“Most dealers don’t and can’t have all of our rods on display.

“It also gives people a chance to look out over the factory and see the rods being made.

“We don’t promote the store because we don’t want to be in competition with the dealers who handle our rods. Most of the traffic is by word of mouth but it does allow us to deal directly with our customers, which is important to us.”

Park Falls is located in the midst of the state’s most varied and abundant fishing areas, “which give us firsthand knowledge as to how our products are being used,” Schluter said.

That is not an insignificant factor.

“When hiring (in some positions), we’re mainly interested in people who love to fish,” Schluter said.

“Their enthusiasm rubs off on those around them and helps us retain people.

“If your main goal in life is to shop at big malls, you’re probably not going to be happy living in Park Falls.”

Specialized products

Schluter believes the tendency of anglers to want specific equipment for a specific purpose (a walleye rod for walleye fishing, musky rod for musky fishing, etc.) will sustain a demand for St. Croix products.

Most quality fishing rods today are made of graphite and graphite components. St. Croix, considered a technological leader in that field, has developed its own system of raising the strength, stiffness and sensitivity of its high-modulus graphite rods.

“It’s the quality of our rod blank that distinguishes us from every other rod maker,” Schluter asserts.

The company employs about 130 people. While fishing rod blanks are produced in the factory, a significant portion of the rod guides are wound by area women in their homes.

“We provide all the training and materials,” Schluter said. “Individuals typically pick up work, take it home and return it once a week.

“Most people live within 20 miles but we’ve had individuals work in their homes for us from as far away as Eagle River, about 70 miles away.”

“This is a system that has gone on ever since we have been in Park Falls.

“It’s a key to our success. Guide winding is a very difficult skill. Most people are not willing to do it eight hours a day in a factory environment.”

With all of its pluses and minuses in mind, is Park Falls targeted as the home of St. Croix for the next 50 years?

“I think we have to,” Schluter said.

“First of all, we wouldn’t want it any other way. I don’t think we could do what we do -- better -- anyplace else.

“So we’re committed to staying here.”

As the company likes to point out, “Some may think we’re (located) in the middle of nowhere.”

But when it comes to quality fishing rods, “we’re on the cutting edge.”

In a business climate where only the strong survive, St. Croix is tackling its challengers head on and not feeling shy about it.