Dreamstore Fishing Action Zone at the NEC Go Fishing show in 2004 was the launch of Dreamstore UK. Supported by the Environment Agency, for the first time ever, many not-for-profit organisations were brought together in a single open space. The British Disabled Angling Association, Get Hooked on Fishing, Wheelyboat Trust, Eden River Trust and other members of the Association of River Trusts, along with the Salmon and Trout Association and the National Federation of Anglers development teams, all worked with a great spirit of co-operation and enthusiasm to create something accessible and fun for the public. National Fishing Week was launched on the central podium of the zone as was Sport Relief’s Fishing Megamatch.
Very much involved in the efforts to provide something that was educational and fun, Richard Wightman of the Environment Agency described Dreamstore’s contribution to the process:
Dreamstore has made an enormous difference in a short space of time. It has a focus and professional approach about how best to move forward. It has made people sit up and think positively about how to deliver the facilities needed to encourage greater participation in fishing across all groups, whether by age, gender, ability or social standing.
The success of the NEC event has led Dreamstore to consider the launch of a mobile Education Action Zone, an educational fun space which could travel to locations around the country and provide a simple introduction to angling.