Why We’re Gorge, Not George... and Why We Still Owe George a Thank-You
Quick 2-Minute Read
Nestled in the heart of the Columbia River Gorge, Hood River is a place where wind, water, and wild fish come together. It is a playground for fly anglers, a hub for outdoor wanderers, and home to one of the Northwest’s long-standing fly shops.
We are Gorge Fly Shop, named after the rugged Columbia River Gorge we call home. But somewhere between Gorge and George, a legend was born.
A lot of people think we are “George Fly Shop.” We understand. Say Gorge Fly Shop quickly enough, and suddenly George is answering phones, managing inventory, packing orders, and casting Skagit lines like a boss.
But here is the real story, or at least the version we have been able to piece together.
Meet George
According to several well-liked but unnamed retired employees, George was an actual person. Kind of.
He did not own a fly shop. He never officially ran the register. But he reportedly had a mustache that could cut wind on the Deschutes and a casting loop as tight as his Simms waders.
Sometime around Thanksgiving in the early 2000s, George wandered into our old downtown Hood River location on a rainy afternoon. He was looking for size 18 Parachute Adams and a recommendation for a decent sandwich.
He walked out with a six-weight Sage rod, a box of chironomids, a firm handshake, and apparently convinced that he now owned the place.
We did not have the heart to tell him otherwise.
George Got Famous, Sort Of
Soon, the stories began.
“I called George Fly Shop, and he knew exactly what reel I needed.”
Or:
“Is George there? He fixed my cast with one look.”
According to Travis, who has logged more office hours than the coffee machine, George never actually worked here. We are not entirely convinced...
On one hand, there is no W-2. No timecard. No official employee photo on the wall —unless you count the grainy steelhead selfie taped to the refrigerator.
Still, packages somehow got packed faster, knots were tied tighter, and coffee mysteriously brewed itself at 5:43 every morning for nearly a year.
When questioned, Travis insisted it was all a coincidence.
The Myth Grows
George’s reputation became unmatched. Customers began calling for his personal rod recommendations, his favorite steelhead swing patterns, and, for reasons nobody fully understands, his chili recipe.
Eventually, we went with it. You could say George became our unofficial, and possibly imaginary co-founder.
Was George Real?
Maybe George was a spirit guide for fly anglers. Maybe he was a retired river ranger with a Sage rod, a taste for single malt, and more river stories than anyone could verify.
Or maybe he was just Travis wearing a trucker hat and sunglasses. We may never know.
One thing is certain: we are Gorge Fly Shop, not George Fly Shop, even if George still haunts the back room and occasionally answers the phone in a deep, gravelly whisper.
Why the Name Matters
Gorge Fly Shop is named for the Columbia River Gorge, our home, our playground, and the landscape that has shaped our shop since 1992.
But if you have called us George by mistake, do not worry. You are in very good company.
Gorge is where the steelhead run. George is where the legend lives.
The Legend Continues
We are always happy to swap stories, so stop by the shop. Whether you are chasing trout, swinging flies for steelhead, preparing for saltwater travel, or looking for a better-fitting pair of waders, Gorge Fly Shop, has you covered.
And if you find George out there, please tell him we finally located those size 18 Parachute Adams.
From most of us here at Gorge Fly Shop — thanks, George.
Wherever you are.
*George: A Gorge Fly Shop legend. Some details may be more legendary than factual.