Joel is a 6th generation Oregonian living and working a long double-haul cast from the end of the Oregon Trail. He’s been fly fishing for 55 years and has spent the last 20 years in fly fishing retail. Joel opened Royal Treatment Fly Fishing in 2010. While probably not the best economy to venture into a new business, they hit the ground running and haven’t looked back. They quickly built a community around their business by building relationships through various outreach programs. By offering free clinics, tying demonstrations, fish-a-longs, informative presentations, homemade cookies and greater good campaigns they established themselves as an important member of the local fly fishing community and their community at large.
With a background in advertising photography, business management, auto racing and creative writing Joel has used his life skills to fast-track his business to a point where he’s able to offer his time to help promote causes and issues important to him and his business. He has volunteered for Casting for Recovery – Oregon South for the last 12 years and has hosted a Project Healing Waters outing on the Oregon coast for the last 7 years. Joel volunteers for Salmon Watch, a program offered by the World Salmon Council to introduce area youth to the lifecycle and habitat of Pacific Salmon. He also works with local food banks and shelters to help those who need a hand in my community.
In addition to overseeing the day to day operation of his business, writing a weekly newsletter and consulting on special industry-related events, he also teaches a 7-week fly fishing course at Reed College in Portland, Oregon.