Silver Creek Outfitters Announces Agreement to Transition to New Ownership
Longtime Idaho residents Matt and Suzanne Long to carry forward the values and traditions that have shaped the Ketchum outfitter for generations.
KETCHUM, Idaho – September 21, 2026
Susie and Terry Ring have entered into an agreement to sell Silver Creek Outfitters to Matt and Suzanne Long. The transaction is expected to close this fall, with the Rings remaining with the business during a transition period to share their expertise and introduce the Longs to the loyal customers, trusted vendors, and community members who have contributed to Silver Creek’s long-standing success.
Silver Creek Outfitters will continue normal operations throughout the ownership transition with the current employees expected to stay.
“After 52 years of working in and around fly shops and 47 years here in the Wood River Valley it is time for a new chapter for us,” said Terry Ring. “Choosing who would lead Silver Creek Outfitters into its next chapter was deeply personal for Susie and me. In Matt and Suzanne, we found the kind of stewards who understand what makes Silver Creek unique. They share our values and appreciate the importance of our traditions, employees, customers, vendors, and community to continue to achieve the decades of success that Silver Creek has celebrated.
“As far as Susie and I are concerned, they are right out of central casting,” Ring continued.
Matt and Suzanne bring a unique combination of business and retail experience, a deep connection to this community, and a genuine appreciation for what we have built. We know they will take great care of our employees, customers and the business.”
Silver Creek Outfitters’ roots date to 1962, when Bobbie and Dick Alfs opened Dick Alfs Fly Shop in Ketchum. Dick, a self-taught angler and fly tier, had built a following by tying flies for Sun Valley visitors while working as headwaiter at the Ram Restaurant. Despite warnings that a fly shop would never succeed in a ski resort, Dick and Bobbie created a store that became a gathering place for generations of local and visiting anglers.
In 1979, Dick and Bobbie sold the shop to Bill Bishop, Pat Bauman, and Jim Curran. who renamed it Silver Creek Outfitters. Ring joined the business as a guide that same summer and eventually became its sole owner. As the store grew, Silver Creek expanded beyond its fly-fishing roots to include men’s and women’s apparel and footwear, hunting and shooting sports, and a broader range of products reflecting the Sun Valley lifestyle. In 1994, the business moved into its current log building on Main Street.
The Longs bring extensive retail experience, having worked in a variety of roles at Albertsons Companies in Boise. Their backgrounds encompass retail operations, customer analytics, marketing, e-commerce, retail media, sourcing, process improvement, mergers and acquisitions, change management and sustainability.
Suzanne Long was born and raised in Sun Valley, where she was known as Susie Fisher. Her family owned and operated SNUG, a highly regarded Sun Valley ski and clothing store. She grew up in resort retail, beginning as a holiday gift wrapper at age 10 and is a graduate of Community School. During her college summers, Suzanne taught introductory fly-fishing classes for Bill Mason, whom her family had recruited to open a fly shop in the community years earlier. Suzanne’s 30-year corporate career culminated in the role of chief transformation and sustainability officer for Albertsons Companies. More recently, she founded Fauxliage, a small retail business in Ketchum.
Matt Long grew up in Nashville, Tennessee, and is a lifelong outdoorsman, enthusiastic hunter, and avid fly fisherman. Professionally, he has spent his career focused on understanding customers — what they want, how they shop and how businesses can better reach and serve them. His experience spans customer analytics, direct marketing, e-commerce, and retail media, giving him a deep understanding of how strong businesses build lasting relationships with their customers.
Suzanne and Matt met while attending Duke University and were married 29 years ago in Sun Valley. They raised their sons, Andrew and Alex, in Boise while spending most weekends in the valley, which they made their full-time home two years ago. Alex, also an avid fisherman, worked as a photographer for Silver Creek Outfitters last summer.
“Silver Creek Outfitters is much more than a retail store or fly-fishing outfitter,” said Matt and Suzanne. “It is a trusted gathering place built on deep knowledge, authentic relationships, and a shared love of the outdoors. We are honored by the opportunity to carry that legacy forward. Our first priority will be to listen and learn from Susie and Terry, the employees and the customers who know and love Silver Creek.”
Following the closing, the Longs plan to continue to spend time getting to know both the Silver Creek team and its customers, listening to their ideas, and learning from their experiences with the business. Customers can expect the same knowledgeable service and personal attention that have long defined Silver Creek Outfitters.
“We are incredibly proud of Silver Creek Outfitters and deeply grateful to everyone who has helped make it what it is today,” continues Terry Ring. “Susie and I are genuinely excited about Suzanne and Matt carrying Silver Creek forward, and we look forward to seeing the business thrive in their hands.”
About Silver Creek Outfitters
Founded in Ketchum in 1962 as Dick Alfs Fly Shop, Silver Creek Outfitters is a distinctive retail destination and fly-fishing outfitter serving the Wood River Valley and visitors from around the world. More than an outdoor store, Silver Creek offers men’s and women’s apparel and footwear for adventures in the field, on the stream, and around town. The store also provides fly-fishing equipment and guide services, along with products for hunting and shooting sports. Silver Creek Outfitters is known for its knowledgeable employees, personalized service, and deep connection to sporting life.
Silver Creek Outfitters has built its reputation on a deep commitment to its employees, its customers, its history, and the community. Central to this legacy is hiring, training, and retaining a great team. They have a world-class, professional guide staff of 30 full- and part-time experts. To ensure customers receive the highest level of instruction on the water, the outfitter invests in its team through the prestigious Fly Fishers International Certified Casting Instructor Program. The Longs plan to honor and build upon these traditions.
