By Elizabeth Cloutman
Business Profile
The Midge Fly Shop meets the needs of both experienced and fledgling enthusiasts
Mimi the Mannequin, mute, immobile and dressed in casual gear, perches daily on a white plastic lawn chair outside The Midge Fly Shop at 271 State St. She is the mascot for the small shop that has been at its downtown Los Altos location since 1983.
The Midge Fly Shop offers all kinds of merchandise, from fly-fishing equipment and clothing to books on fly-fishing and fish memorabilia. Its owner, David Beronio, also gives private lessons in fly-casting and helps to arrange fly-fishing trips in the United States, Canada and Europe.
“The goal of the store is to have people experience fishing and catching fish, to feel and enjoy the activity and everything that goes with fishing,” Beronio, a longtime Los Altos resident, said. “It’s kind of like watching people become children again. It’s very enjoyable watching people light up, even if they’re not catching fish. I’ve watched some of the big-timers of Silicon Valley fish and seen a different side of them.”
Beronio said he encourages fishing as a bonding experience for all family members, not just fathers and sons.
Beronio explained fly-fishing, the differences in bait and casting methods. Fly-fishing bait resembles a fish’s natural food, whether it’s insects or salmon eggs. The midge, for which the store is named, is a small, gnatlike insect, he said.
Fly-fishing requires constant motion and action, as opposed to regular fishing, where the lures remain in the water. “It’s all fishing. It’s a matter of personal preference.”
Beronio said he teaches fly-casting on a one-on-one basis so that novices won’t compare themselves unfavorably to others. “Within 1 1/2 hours, we can have people casting well enough to fish. People shouldn’t be intimidated. There’s no minimum standard. The ultimate goal is to think like a fish.”
Beronio also arranges fishing trips through experienced travel agencies. His customers have traveled to South America, Scotland, Norway, and Russia, as well as within the United States and Canada. He said some of his favorite spots include the Trinity River in northern California, Mexico and British Columbia.
Even as a business administration student at Menlo College, Beronio planned to someday operate his own business. Tired of corporate life, he began operating the store full time in 1986. “It gave me time to spend time with my family while my children were growing up.”
Jim Mauch, a sales representative and fly-casting instructor, also came to the Midge Fly Shop from another profession. Before he retired, Mauch was the dean of the language arts division at Foothill College. Dorothy Zinky is also an employee.
Beronio’s decision to own and operate the Midge Fly Shop has been very rewarding, he said. “The kids I watched grow up are now bringing their own kids to the store. The friendships have been so valuable. It’s wonderful watching closeness develop among family members. It’s been a great life.”
