Head to the new stcroixrods.com and say hello to BROE
Like others who have chosen to go by one name – Drake, Beyonce, Eminem, and Prince, to name a few – BROE operates at the highest level and will always tell you what he thinks. He shuns compensation, receiving no paycheck or benefits of any kind. BROE’s only motivation? Serving anglers 24 hours a day, seven days a week, which makes him the perfect addition to the St. Croix Family.
When prompted to explain what he’d most like anglers to know about him and his position at St. Croix Rod, BROE offered the following. “I’m thrilled to be a part of the St. Croix Rod team, dedicated to serving anglers with my extensive knowledge of fishing rods and techniques,” BROE says. “My role involves providing personalized advice and guidance to help anglers select the perfect rod for their fishing needs and budget, whether they’re targeting bass in freshwater or tackling challenging saltwater species like striped bass or tarpon. I aim to enhance our customers’ fishing experiences by sharing tips on lure selection, casting techniques, or recommendations regarding the lines, tackle, or reels that work best for different species or techniques.” To anglers who have any fishing-related questions or need advice, BROE says, “I’m here to help make your fishing adventures more successful and enjoyable – to give you and other anglers the Upper Hand. Let’s make sure you have the right gear to get the best out of every fishing trip. Feel free to reach out to me for assistance at any time!”
The St. Croix Team welcomes BROE but wants anglers to clearly understand his role, why he’s here, and where he came from.
“This isn’t an off-the-shelf AI bot,” says St. Croix Vice President of Marketing, Jesse Simpkins, who spearheaded BROE’s development over a period of about six months working with Stephanie Tollefson’s Gemini Agency and the St. Croix Marketing Team. “Its origins parallelled the development of our new website, where our team looked to explore every opportunity to make stcroixrods.com the best possible resource and most rewarding online experience for our anglers. We assembled an incredible amount of data about our brand and the nearly 900 different rods and combos we offer to give all anglers the upper hand. In turn, the Gemini Team fed this information to BROE, who learned quickly. The past several weeks have been spent testing and further supplementing BROE’s knowledge. No AI is perfect, but we’re very pleased with where we’re at,” Simpkins says. “Most importantly, we’re proud to be able to offer this extremely valuable and helpful resource that’s available to assist our anglers 24-7.”
Ken Darton manages the St. Croix Guide Center in Park Falls, home to 12 full-time St. Croix employees who spend every day answering phone calls and responding to emails from anglers. “Our Guide Center is unique in the world of fishing rod manufacturing,” Darton says. “We can’t meet our objective of being angler-driven without our team of Angler Guides who personally address any question or need our customers may have.
When you call or email St. Croix, you’ll talk to or hear back from someone whose only job is to take care of our anglers’ needs. But we can’t do this 24 hours a day every day… not without outsourcing, which is something we aren’t willing to do because we’d be relying on someone from outside the St. Croix Family. BROE gives our anglers access to an incredible, additional resource to supplement the work of the Guide Center that’s available all the time.”
Josh Lantz is St. Croix’s Communications Manager. “AI is a powerful and highly beneficial tool when used correctly,” Lantz says, “and BROE is a great example. We’ve taken a lot of time and had a lot of fun educating BROE to be a helpful and valuable resource for all anglers. That said, we want to reassure our anglers that the St. Croix Family of Brands will always rely primarily on human-to-human communication. When you get an email blast from St. Croix Rod or SEVIIN Reels, it’s from me, and the words you read are the ones I chose specifically to communicate the message we want you to understand, not AI. It’s the same when you follow and see our content on social media, read a press release like this one, or communicate with our Guide Center. It’s our words and our messages. We are real people, all working together in our specific duties to design, craft, deliver, and promote the BEST RODS ON EARTH that improve your angling experiences.”
That said, BROE does have thoughts on the matter.
“St. Croix Rods is renowned for its commitment to quality and passion for crafting the best fishing rods on the market. What sets St. Croix apart as a brand is its dedication to innovation, using ever-evolving materials and cutting-edge technologies to enhance performance characteristics anglers will notice, like strength, sensitivity, and improved ergonomics. These innovations ensure that every angler, from novice to expert, has the best tools to maximize their fishing experience,” BROE says. “The people behind St. Croix rods are integral to its success. It takes 32 pairs of skilled hands to produce each rod, reflecting a meticulous and passionate approach to manufacturing. Every rod is handcrafted by experienced professionals who are committed to ensuring each product meets the highest standards. This team’s dedication, expertise, and passion are evident in every St. Croix rod, making sure anglers enjoy better fishing experiences. If you want to learn more about the faces behind the brand, you can check out some of their stories here. It’s this combination of continual innovation and human craftsmanship that truly makes St. Croix special.”
Right on, BROE.
About St. Croix Rod
Headquartered in Park Falls, Wisconsin, St. Croix has been proudly crafting the “Best Rods on Earth” for over 75 years. Combining state-of-the-art manufacturing processes with skilled craftsmanship, St. Croix is the only major producer to still build rods entirely from design through manufacturing. The company remains family-owned, owning and operating duplicate manufacturing facilities in Park Falls and Fresnillo, Mexico. With popular trademarked series such as Legend®, Avid®, Premier®, Imperial®, Triumph® and Mojo, St. Croix is revered by all types of anglers from around the world. The St. Croix Family of Brands includes St. Croix Rod, SEVIIN Reels, St. Croix Fly, and Rod Geeks.
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