The "BEST"

As you evolve in the fly fishing world, you notice how certain words conjure thoughts, feelings, and emotions - both in our own minds and (if you are observant) in those around you. One such word is BEST. Ask a group of sport fans who the BEST hockey, football, soccer, or baseball player is or ever was.

See a problem?
Now, remove showy sport as above and insert something private, intimate, and extremely personal... an event we do on these levels and without competition. Now, couple that with the word BEST.
Again, see a problem?
Let's look at one example where BEST was reasonably used. When Fortress Lake Retreat was co-named "World's Best Trophy Brook Trout Destination" by Fly Fisherman Magazine, we sighed relief that it wasn't stand alone in that designation. You see, it won't produce the world's biggest brook trout every day. In fact, some other locations may well average bigger. But, when it comes to a location that isn't insect infested, one of the world's most stunning vistas with brook trout present, and ease of access to such a back country location and probability of catching 2 to 5 pound brookies with regularity, Fortress nudged itself onto the list.
Is it the BEST for biggest? I'd say no. Is it BEST for location and surrounding vistas? Somewhere near the top of brook trout destinations? Is it BEST for consistency of good sizes? Again, it has to rank up there a when considering the length of the available season.
When the Fly Fisherman article and other magazines labelled Fortress with glowing reviews, of course we used that in marketing - to some degree. But, we've certainly toned that down since those first few years because expectations go through the roof if unchecked, and in business it is better to build a business based upon a stable, consistent foundation than one that under-delivers based on factors that weren't considered at the outset, or factors that commonly keep fishing success in check.
Further - thank goodness I/we didn't have to assign the label! What pressure! I would hate to label something BEST, have my name attached to taking something so uncontrollable as weather, water, and fishing.
But some do it.
It's interesting to see some try to establish a business by projecting their name or reputation onto a piece of water where they operate in order to sell trips, gear, equipment, or to further their name. Is the Bow R Canada's BEST trout river? Is the Skeena the BEST steelhead system? Are the Parklands the BEST trophy trout lakes in North America?
What defines BEST? Who sets those parameters? In the case of the Bow, take this year. It has been unfishable since late May due to snowpack and heavy, persistent rain. Does the BEST trout river in Canada have a 2 month window of great fishing? Is it the best because of bigger fish or for dry fly fishing? What of intimate moments on light gear, what of finesse, what of few other people on the water? Is it the best river for solitude and is that solitude easily found? Take the Skeena - the fact that it is heavily managed, has heavy tourist traffic, and the sheer massive size of the water - is it the BEST destination for everyone, especially those who prefer intimate fishing rather than a line up in popular runs? And in the case of the Manitoba Parklands, are 5 or 6 lakes that only fish consistently well for fewer than 4  months of the year, are located in the middle of nowhere in terms of service,  are on the edge of bald-ass prairie, are subjected to perpetual howling winds, sees fishing shut off in summer, and has insane biting bug infestations... do those factors equate to BEST?
Seriously?
Further, in each of the above, there are those trying to make a living off the resource. Some simply say that they do business when things are good and their baseline is to enjoy the opportunity their chosen location affords. But there are those that boldly state their location is the BEST. Why on earth would anyone want to do that to themselves by not only bringing attention to ourselves but to hilight the built in conflict when the fishing doesn't produce? (because the fishing inevitably will completely crap out when you thought it should be on - this is a universal truth in fishing regardless location).

Each of us has our personal BEST. Some of us might hate the perception of competition big fish bring. Some might love it. Some love small, intimate waters. Some love huge streamers and the aggressive take of one, large, predatory fish every few days. Some live for the consistency of 100 fish a day (cutthroat trout or goldeye). Some love to spot fish. Some hate howling wind. Others love to challenge conditions. Some only fish in the sun, others seek olive hatches in cold rains. The list goes on in 1000 tangents that each of us love, hate, cope with, don't pay much attention to, etc. What it comes down to is the discovery of what each of us enjoy, what we find interesting, what we choose for ourselves.
Someone out there actually wanting to project a BEST label, to speak on another's behalf... well... that is bold.

When I speak of BEST, which is rare for me to do publicly, it is for myself, after years of self discovery both in fly fishing and in life. The past few years have changed a great deal for me personally, and a few facets of fly fishing have followed suit. I've really changed a few things in relationships, expanding some while curtailing others... a change in perspective that has caused me to examine what each area of my life is most important, which needs more or less focus - to embrace each end as well as the middle. For myself as well as Amelia, we are set firmly on the BEST life we can lead based on the parameters that we want for life.  Of course, our parameters might be limited in others' scopes, while others might be intimidated by the scope we look at life with.
That's exactly why the BEST is a relative term to each of us based on our individual parameters.
Using it to describe a fly fishing destination to try to sell people? Really? Such a label certainly rises conflicting emotions. Is conflict what fly fishing is about? What ever happened to simply describing something and letting people determine for themselves if it is applicable to them or if they indeed see things the same way?