Paddlesport Mecca of the Midwest By Mike Svob  If there's a better selection of canoes and kayaks on
the planet, I'd like to see it. And if there's a more exciting, annual paddle sport exposition, please let me know about it. Fortunately, both are right here in our backyard, at Rutabaga in Madison, Wisconsin. There are other wonderful places in the Midwest to shop for boats, take classes, buy books, or just talk boat-talk and tell "war stories" with the staff; I've repeatedly mentioned several such places in past articles. But for sheer volume and variety, and for the
kid-in-the-candy-store wonder of Canoecopia every March, Rutabaga is numero uno.
Frankly, I wouldn't always have said that. In its early years, when Gordy Sussman had the prescience to start up the operation, it was little more than a boat warehouse, initially occupying an old gas station, then moving into a former Kroger building of 2,000 square feet, and
eventually making its home in 1993 in a newer, much roomier, and more inviting structure of 4,000 square feet, with the same square footage underground for offices and a warehouse. Back in the 1970s and 1980s, canoes were king, and what jumped out at you when you walked in the door were racks of Mad Rivers, Old Towns, Wenonahs, Sawyers, Blue Holes and other standard lines of
flat-water and white-water open-boats. Gradually, kayaks by Perception, Noah and other manufacturers occupied a growing share of rack space. Even then, the selection was remarkable, but the overall impression was rather limited: off-the-rack boat sales, Gordy's sage advice, and little else.
From the beginning, however, the vision of a paddle sport center was present, driving the evolution of Rutabaga into the premier
merchandising and paddle show destination that it is now. If you were to walk through the front door today after an absence of 15, or 12, or even five years, you wouldn't believe the change. Long before you get to the boat racks, for example, there are all kinds of enticingly displayed gear, clothing, and all kinds of other "stuff" related to every kind of paddling imaginable. Immediately to the right of the entrance, it's difficult to get
past the terrific selection of paddling books, overseen by book department manager Sasha Stone. In recent years, one big change that is obvious at Rutabaga is an increasingly sophisticated concern with merchandising and marketing.
Another huge improvement has been the development of an outstanding instructional program. From a few modest classes not so long ago, the outdoor program has become huge, with the big advantage of having a
pond a few steps from the back door. The aerated body of water is heavily used not only by classes but also by customers test-paddling boats.
You can get a good idea of the depth and diversity of the instructional program by picking up a copy of the "Rutabaga Outdoor Programs 2004 Course Guide." There's something for almost everybody: introductory classes on recreational kayaking; beginning through advanced classes for sea kayakers; programs especially for women,
kids, and families; beginning and intermediate canoeing classes; camping and outdoor skills workshops; and even American Canoe Association instructor-certification training.
On top of all this, day-trips (on the Wisconsin River and elsewhere), overnight camping trips, and other outings are offered, together with weekly free clinics on such topics as boat repair, wooden boat ownership, camp cooking and Boundary Waters trip planning.
Nancy Saulsbury has a big job directing and developing the outdoor program. She's one of the full-time staff, 30 to 50 of them, depending on the time of year, who bring a great deal of outdoor sports enthusiasm to their jobs. There's an age gap of beaucoup years between me and the average staffer, but I always feel at home there. By and large, they're people with a passion for silent sports, and it shows. Despite their youth,
many have had a lot of experience. Carly Reiter, for example, has some incredible tales to tell about her solo canoe trip down the Mississippi from the source to Baton Rouge.
What I like best about Rutabaga's outdoor program is its obvious commitment to getting kids out on the water. With so much competition for the attention of youngsters MTV, Nintendo, movies, the Internet, and all that it's great to see so many kids out on the Rutabaga pond
having a blast in canoes and kayaks. Many of these young people would otherwise never have an opportunity to find out how much fun paddling is, or even to experience (much less appreciate) the outdoors firsthand. In the last couple of years, Rutabaga has actively pursued relationships with various community centers and organizations (YMCA, recreation departments, Girl Scouts, Madison schools, etc.) to provide outdoor exposure for kids. Last year alone, over 1,100 kids participated in such
programs, compared with the 550 enrollees in adult classes. Let's face it, the future vitality of paddle sports depends on the development of interest in upcoming generations of young people.
Day in and day out, merchandising, service and outdoor programs are the mainstays that have spurred Rutabaga's growth and success. The store now sells an astounding 4,000 boats a year, from a standing inventory of 1,500 to 2,000 canoes and kayaks. Boat preferences are
notoriously cyclical, as anyone who paddles and frequents boat shops knows. The current fancy is recreational kayaks (wide, up to 12 foot decked boats with big cockpits, maneuverability and stability, like the Wilderness Systems Pungo 120 or the Old Town Loon 138). Recreational and touring kayaks are currently Rutabaga's biggest sellers, but you can find everything else there, too. In addition to on-site sales, the company has a fast growing commerce Web site. Co-owners Jeff
Weidman and Darrell Bush (who bought Rutabaga from Gordy a couple of years ago) indicate that business was up last year, despite the overall downturn of the U.S. economy.
For sheer pizzazz, the greatest moment of glory for Rutabaga (and for Midwest paddlers) is the annual extravaganza of Canoecopia. Over the years, this huge paddle sport exposition has developed from a modest event in the early 1980s when Gordy invited paddlers to get together
with boat manufacturers to see the latest products and shoot the breeze about boats and boating. Last year, 22,000 people passed through the gates at Canoecopia, a record attendance, and the weekend event topped $1 million in sales, including 700 boats. Canoecopia has become so big that it's difficult to take it all in. As Darrell says, "With over 130 exhibitors, outfitters, vendors, schools and crackpot inventors with their
latest gadgets destined to transform the paddling world, it's not a sale anymore. It's a cultural experience, a family reunion, and a giant paddling love-fest rolled into one."
I enjoy roaming through the vast Alliant Energy Center Expo Hall, where the event is held, checking out the incredibly varied exhibits, renewing old friendships and making new ones, and simply soaking up the atmosphere and magic of the occasion. And what a fantastic way to
develop skills, learn about new places to go, and hear about the adventures of other paddlers through the speakers program. With an abundance of speakers sharing their experiences throughout the weekend in five nearby meeting rooms, it's easy to overdose on information, but what a way to go!
Most paddlers aren't aware of how Rutabaga has quietly "put its money where its mouth is" in supporting conservation and appreciation of the
outdoors. In addition to its not-altogether-commercial emphasis upon becoming a resource for area schools and community organizations, for instance, it has been quite active (and generous) in the successful effort to remove dams on the Baraboo and to clean up the river. Another example that I noticed on my last visit to Rutabaga was a small project, in cooperation with the DNR, to propagate beetles for natural control of exotic purple loosestrife, which threatens bank side stability on many
streams.
For more information, visit Rutabaga's excellent Web site at www.rutabaga.com. It introduces you to the staff, policies and other aspects of the company; presents a ton of information on boats, gear, and other available merchandise; provides details on outdoor programs;
directs you to many nifty Internet links; reports paddle sport news items; tells you how to get to the store (basically, take U.S. Highway 12-18 west from Interstate 90; then take the Monona Drive Exit 266, go north a block and turn left, i.e., west, on Broadway). Rutabaga is located at 220 W. Broadway, Madison WI 53716. Phone 608/223-9300 or 800/472-3353.
Look for a review of another outstanding paddle sport resource in Madison: Carl and John's Paddlin'. For a preview, check out their
excellent Web site at www.paddlin.com .
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