ABOUT RED'S FLY SHOP

FRIENDLY, KNOWLEDGEABLE, & SERVICE ORIENTED

A WORLDWIDE SHIPPING ENTERPRISE

At Red’s Fly Shop, we operate on a simple, old-fashioned philosophy:

“Take care of the customer, take care of the fish, take care of our staff, and they will take care of us.”

While our values are rooted in tradition, we run a modern business that embraces the best technology, software, and innovative products to deliver top-tier service. This balance of personal touch and cutting-edge efficiency allows us to out-compete big-box retailers while staying true to who we are. Our staff is highly trained, loyal, and honest—willing to earn your business every day through genuine hospitality and expertise.

In 2025, we completed a major remodel, doubling the size of both our retail space and our downstairs warehouse and shipping center. This expansion allows us to showcase a far greater selection of gear in-store and ship even more efficiently worldwide. Our fulfillment crew operates from the first floor of our building, picking, packing, and shipping with the fastest handling times in the industry.

In addition to being a global leader in fly fishing commerce, Red’s offers unrivaled fishing knowledge, worldwide hosted travel, professional guided services, and our one-of-a-kind University of Fly Fishing. Whether you’re shopping online, booking a guided trip, or planning a once-in-a-lifetime adventure, you can rest assured you’re working with the best in the business.

SINCE 1965

A Long and Rich History of Service

The full history of Red’s dates back to 1932, when this property was home to The Lattice Inn—a lively spot with a reputation not for the faint of heart, reminiscent of “Lolo” from A River Runs Through It. After a fire in the 1930s, the property evolved over decades, serving as a restaurant, trailer parks, and eventually the Riverview Campground and RV Park.

Sharon Larsen (known to most as “Marlene”) and her husband, Loman “Red” Blankenship, ran the property for decades, offering camping, shuttles, and pontoon rentals. By the early 1990s, as the Yakima River earned Washington’s only catch-and-release Blue Ribbon trout fishery designation, they expanded to include a small fly selection.

When Red and Marlene retired in 2001, they chose new owners who shared their passion for both the river and the customers. Through a series of chance meetings—what many would call fate—Anthony Robins, Steve Joyce, and Richard Leider took the reins. The vision they called Project Discovery was ambitious: create a destination with a world-class fly shop and guide service, a lodge, and a restaurant—all right in the heart of the Yakima Canyon.

After years of permitting and construction, the restaurant opened in 2013, completing that original vision. The name Red’s honors both Loman “Red” Blankenship and Tony Robins’ father/Steve Joyce’s grandfather, Red Robins.

TODAY AT RED'S

The ownership team has grown, but our core values remain the same. Red's has a full commitment to our customers and fisheries.

We believe our location in the Yakima Canyon is a gift, and we’re committed to sharing it with you. Whether you stop in for gear, take a class, join a guided trip, or simply want to swap fishing stories, we welcome you.

Managing Members Steve Joyce and Joe Rotter can often be found in the shop or on the river. Both share an uncommon passion for fly fishing and customer service. If you’d like to share feedback or encouragement, you can reach them directly at steve@redsflyshop.com or joe@redsflyshop.com.

Come visit us in the canyon—or online from anywhere in the world—and experience why Red’s Fly Shop has become one of the most trusted names in fly fishing.