Flyfisher and maverick promoter – 2002
Rice, a fly fisher and promoter, grew up outside of Chico, and like many country boys, fished and hunted everywhere within range. By the time he was in his 20s, this range was anywhere in the world.
He has since ventured to 40 countries, six continents, all of North America, including 88 different weeks in Alaska. In the process, he has caught 200 species of fish on a fly rod, more than anybody in the world. Rice is believed to be the only fly fisher to have caught (and released at the boat) the grand slam of the Caribbean twice in three days — the tarpon, bonefish and permit.
As a maverick promoter, Rice invented a new kind of sports show that featured instruction by experts, which has become the model for outdoor shows in North America. He also was the only promoter in America to donate free booth space to conservation groups.