A long, cold winter has meant dozens of days on the ice so far this year for UW-Green Bay student JJ Malvitz, who is fishing his way through college as a licensed Great Lakes guide. On March 15, more than 30 inches of solid Green Bay ice and some hungry whitefish greeted one of his fishing parties at his heated shacks on Larson’s Reef near the mouth of Sturgeon Bay. Among the visitors was Julia Wallace, UW-Green Bay’s provost and vice chancellor for academic affairs. She learned a little about fishing, and a lot about how Malvitz is using his communication and business studies to build his tourism-related guiding company. Malvitz says a strong web and social media presence have been helpful, but he identifies customer service as the key in keeping anglers coming back.
Photos by Eric Miller and Kelly McBride, Office of Marketing and University Communication