Looking for a store in Decorah to purchase everything you need for fly fishing? Look no farther than the new Rod & Rivet store in historic downtown Decorah, Iowa. The town’s first store dedicated to fly fishing opened last July during Nordic Fest, the town’s largest community celebration.
Owner Kevin Hansen, well-known in the fly fishing community, opened his first store five years ago in Des Moines. Both stores focused on providing everything needed for fly fishing as well as classes and guided fishing tours. The Decorah store also offers lodging.
Decorah Store Manager Dre Fornasiero grew up in Jersey but emphasized that he has lived everywhere, most recently Des Moines. He has an extensive background in the hospitality industry, working in numerous retail stores and high-end restaurants. He is also a skilled angler who prefers fly fishing and can teach a novice to fly fish in 15 minutes.
Fornasiero shared that he fishes somewhere between 200 and 300 days (about 10 months) a year and catches thousands of fish every year, “My friends and I have multiple 100 fish days a year.”
Hansen and Fornasiero met at the Des Moines store which conducts a lot of destination trips. Hansen asked Fornasiero if he would be interested in covering the store while he was out on a fishing trip; he said yes. Now for the rest of the story.
The question that is frequently heard around town, “Why doesn’t Decorah have a store dedicated to fly-fishing, especially since the town is conveniently located in the heart of Iowa’s best trout streams?” Fornasiero explained that trout fishing is a seasonal business, and you must have more than one revenue stream to survive in the retail industry.
Hansen rented the entire building at 106 E. Water Street, which includes two Airbnbs on the second floor, the retail space on the lower level, plus a garage. Fornasiero said that it is also beneficial to have two stores to pass inventory between.
Fornasiero added that the fly-fishing community in general is very protective of this area. They do not want it saturated. He does not believe that the area will become saturated anytime soon, “This area is by far one of the best fisheries in the country that nobody knows about.” The area can support more anglers.
“As with any business, you got to think outside the box. You’ve got to do stuff that not everybody is doing. You have to take some risks,” explained Fornasiero.
Looking for a group of like-minded fly fisherman or woman to chat with? Fornasiero explained, “A fly shop is a place where people hang out.” Currently, the layout of the store is being redesigned to include a lounge at the rear of the store. The lounge is a place where people can find community. All successful fly shops have a community that surrounds them and supports them.
There is also a round coffee table and two leisure chairs situated at the front of the store so a person can make themself comfortable while their fellow shopper is browsing the store.
Shoppers will find fishing attire, guidebooks, socks, rods, flies, books, and Decorah themed memorabilia. In 2024, the store is going to start carrying a line of women’s attire.
Rod & Rivet customers will be able to join a fly fishing club, appropriately named Water Street. Members will have access to the two Airbnbs, and the lounge. The garage will have a couple of kayaks, spare gear for people that want to bring friends, and a raft that members can use.
Looking for a place to learn how to tie flies? Beginning this spring, Rod & Rivet will start hosting fly tying classes at the store. The classes will be taught by Decorah locals. Fornasiero noted that Decorah touts master fly tiers. Building community is the store’s focus. Fornasiero explained, “You build customers, and you hope that they support you.”
The store will be open all winter from 12 – 6 p.m. Wednesday through Saturday, 12 – 4 p.m. on Sunday, and closed on Monday and Tuesday. Summer hours are 10 a.m. to 6 p.m. Monday through Saturday, and Sunday from 12 to 4 p.m.
Follow Rod & Rivet at www.facebook.com/RodAndRivet or at www.rodandrivet.com. Fornasiero recommends texting him at (515) 553-3493, as he can reply much faster than if you leave a phone message. He can also be reached by email at Dre@rodandrivet.com.
