REFLECTIONS Extra – 1978 North Central Fishing Trips to Canada

Click here to open the full brochure. From the D. Scott Norris collection.

“Relax in unspoiled wilderness areas. No telephones to annoy you. Crystal clear waters are everywhere… surrounded by towering trees reminiscent of days long past. You snake a lure out over the quiet water. Start to retrieve. Then bam! And your fun begins.”

Following on to our 1951 Northwest fishing brochure, here’s a North Central gem from 1978, listing packages in Western Ontario and Manitoba. Nearly all of the options included some bush flying out of International Falls, MN / Fort Frances, ON to remote lodges or even floating houseboat accommodations.

From the 1960s into the early 1980s, fishing trips into the remote Canadian wilderness were an affordable middle-class adventure, especially for folks in the Upper Midwest who would usually vacation in Minnesota, Wisconsin, or northern Michigan in the summer.

As higher-paying union jobs (with well-defined vacation benefits) declined in the 1980s, so too did multi-week family vacations to the Northland. Rising costs of fuel, interest, and insurance also made it more expensive to fly small aircraft in Canada, and these trends combined to make fly-in sport fishing a hobby only for the wealthy by the late 1980s.

North Central and Republic had been able to fly DC-9s into Hibbing/Chisholm as well as International Falls with decent loads of passengers destined for fishing trips into the wilderness, but as that type of tourism faded, those stations could only support Republic Express Saabs and Jetstreams by the mid-80s.

REFLECTIONS Extra – 1951 Fishing Guide

Having been a collector of airline ephemera for over forty years, it’s rare nowadays to come across something that I haven’t seen at a show, in an antique shop, or on eBay – but in December I did, and was able to purchase it at a reasonable price: a May 1951 “Northwest Airlines Fishing Guide” published in cooperation with the venerable Shakespeare Fishing Tackle Company of (at the time) Kalamazoo, Michigan.

Illustrator D. Owen created 12 pages of vivid artwork to bring this pamphlet co-created by the Shakespeare Fishing Tackle Company and Northwest Airlines to life. This May 1951 document was lithographed perfectly, allowing the Mid-Century era color and linework to shine. From the collection of D. Scott Norris.

Click here to view the full pamphlet in PDF form.

Northwest was eager to grow business in the early 1950s – and lacking any domestic warm-weather tourist destinations save Hawaii, played to its strength of Northern adventure – and appeal to the growing middle and executive classes to really “get away from it all” on a quiet lake or stream.

One wonders if fishing might make a comeback in post-pandemic times as an activity in nature that rewards not being in a large group and allows for self-contemplation and appreciation of the environment.

Interior page from the NWA-Shakespeare joint fishing promotion brochure from 1951. From the D. Scott Norris collection.

The brochure copy is certainly of its time, pitching exclusively to male stereotypes – but its selling points still remain evocative and effective!

Interior page from the NWA-Shakespeare joint fishing promotion brochure from 1951. From the D. Scott Norris collection.

The artwork by D. Owen is also very much of its time – outdoors magazines and catalogs provided steady work for many commercial illustrators, as the lithography process handled this kind of art better than color photography.

Interior page from the NWA-Shakespeare joint fishing promotion brochure from 1951. From the D. Scott Norris collection.

Wouldn’t these illustrations look amazing on the walls of a Mid-Century house? I’m ready to pack my bags for a North Woods trip already…

The Shakespeare company is part of a larger ownership group now, but it had a long history from the late 1800s. A corporate biography from the 1950s can be found at this link, and a more-recent document can be found here. I haven’t been able to uncover any information on the illustrator but would be happy to learn more.

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