There are a few places in Ketchum where you are guaranteed to see someone you know; among them are Atkinsons’ Market, The Pioneer Saloon and Silver Creek Outfitters.
Silver Creek Outfitters is the longest-operating flyfishing shop in the state. But locals and tourists don’t just come into the shop for flies—they might go downstairs to talk guns with Idaho Joe and Tad; they might belly up to the flyfishing desk and talk about what’s hatching with Stod . . . or they might hang out in the back parking lot with the guides to hear about the day’s catch.
Terry Ring is the man behind this operation. His character, integrity, and devotion to detail and tradition have made this store and its world-class flyfishing guiding service into the destination it has become.
When asked what he loves about fishing, Terry says the beauty of the sport has always drawn him in—the stillness in observing the river, the quiet of nature, and the predatory aspect of tricking the fish into being caught but then allowing them to swim away. It’s non-consumptive. Every moment is a picture—Terry’s second passion is photography—so he’s always framing photos, whether he has a camera around his neck or not.
Though Terry is busier than ever, he doesn’t have much time for photography… or fishing! He’s often on his feet for up to 12 hours a day. He founded Silver Creek Outfitters, a Sun Valley institution and one of the finest flyfishing guiding services in the country. He’s been doing that for half a century and over 30 years in SC’s current location—on the east side of Main Street at 5th Street—a place to shop and talk shop. It’s a destination for the right flies for the river, the right dress for the Sun Valley Pavilion, the right gun for elk season and the right Stetson for the Cowboy ball. Terry has ensured that Silver Creek offers everything one could need for their Sun Valley Lifestyle—all year round and under one roof. But it was a slow process— “not a revolution, but an evolution,” as he said.
Terry’s not just the owner—he’s the chief merchant: buying, merchandising and selling. And he’s particular about how the store is presented, so he’s there—all the time. And Terry hires people who share his values and strengths—people with emotional intelligence, which can’t be taught. He feels an obligation to the sport to teach it well.
Terry was born in Lewiston but grew up primarily in Coeur d’Alene. His father was a fly fisherman from Montana who made his rods and tied his flies. He shared that passion and taught those skills to his son when Terry was just 7. As an impatient child, Terry found the only thing he had the patience for was fishing, which he loved, even at such a young age. He had a cane rod and rubber hip boots and fished alongside his father.
As a youth member, Terry joined the Boise Valley Fly Fishermen’s Club in high school. By the time he was in college, he was tying flies for Orvis and spending his summers working as a fly fishing guide. “I was shocked you could get paid to fish,” Terry said. He attended Boise State, and Will Godfrey, one of Terry’s early mentors and a member of the Fly Fishing Hall of Fame, hired him to work summers at Island Park.
Silver Creek Outfitters began as Dick Alf’s Fly Shop in 1963—a small fishing gear store with guide service, located where Chapter One Bookstore is now. Alf’s had hooks, thread, feathers and head cement, which kept the store running until 1979, when Terry was hired as a guide. Dick moved the store to a slightly bigger location across the street from the current space in 1973, and in 1979, he sold the shop, which is when Terry became a limited partner.
The shop was still primarily “hooks and bullets,” as Terry said. Still, in the early ’80s, the owners began to diversify, allowing the store—through its merchandise—to become a year-round business. In 1994, Terry built the current building—a beautiful 8,000-square-foot log structure that feels like a luxurious and well-appointed home.
In 1979, Silver Creek had three fishing guides—now there are 40, with a core 25 doing the “heavy lifting.” This roster even includes two world champions. Through Terry and his guides, Silver Creek offers the very highest levels of service. Terry wants to ensure his guides are prepared for anything they encounter and work as a team, sharing knowledge and information with constant and complete cooperation. Terry believes in “always learning” and creating a culture of sharing and teaching.
Terry’s wife, Susie, is the buyer for the women’s wear in the store. The clothes, shoes, hats, bags and jewelry are unique and high-end—Demi Moore and Jamie Lee Curtis (among others) are regular customers. Terry’s son, Will, is also an avid hunter and fisherman, but he’s a sophomore at USC.
Kathleen Harriman—the daughter of Sun Valley Resort founder Averell Harriman, did all her Christmas shopping at Silver Creek because she knew that only Silver Creek had those one-of-a-kind gifts for her glitzy circles of friends.
Terry is proud of his store and its place in the community. He’s proud of what he’s accomplished. He’s created an incredible level of service and a shopping destination for locals and visitors worldwide. He said, “We’ve made it through fire, flood, war, pandemic, recession. We’ll be here for a long time.” ï