Herring, 37, opened Vishnu River Supply in December in East Flagstaff. 
Rivers have been good to him and he’s giving back.
Herring, 37, opened Vishnu River Supply in December in East Flagstaff. He is leasing a 3,000-square-foot building at 3780 N. Eagle Mountain Drive formerly occupied by Wet Dreams River Supply.
Vishnu’s retail space is stocked with kayaks, pack rafts, stand-up paddleboards, lifejackets, paddles, helmets, dry bags, dry gear, air pumps, coolers, stoves, clothing, ropes, straps and other supplies for water adventures.
Herring said his primary market is boaters going on private Colorado River trips who forgot some gear or need a guidebook, straps or some clothing.
“There’s people who run the Grand Canyon on private trips every day of the year,” he said.
The National Park Service issues 503 permits annually for noncommercial trips through Grand Canyon.
Vishnu River Supply adds another layer to Flagstaff’s lucrative river-related businesses, even though the city’s only river — Rio de Flag — is an intermittent stream. Flagstaff’s proximity to Lees Ferry and the Colorado River makes it an ideal hub for Grand Canyon outfitters.
The 16 commercial river outfitters generate $46 million in gross revenue, according to the National Park Service.
Vishnu is a niche operation that’s downstream, so to speak, from the commercial river outfitters that ferry 20,000 thrill-seekers down the Colorado each year.
Other outfitters supply rafts, gear, food and shuttles for private river trips. That includes Canyon REO, Ceiba Adventures, Moenkopi Riverworks and Professional River Outfitters.
Herring said he’s worked for 16 years as a Colorado River guide and is friendly with many of the outfitters.
He said his whitewater expertise and knowledge of boats and river gear set him apart for other outdoor retailers in Flagstaff.
Herring’s kayaking experience includes rivers in Chile, Peru, Ecuador, Canada and the Zambezi in Africa. Some favorites in the United States are the South Fork of the Salmon in Idaho, Upper Animas in Colorado and Kern River in California, flowing through the Sierra Nevada with Class I to VI rapids to navigate.
Check out Herring’s YouTube videos to observe how fearless he is in chaotic whitewater rapids.
Herring learned to kayak on the fly and said he has avoided any serious mishaps on the water.
Now, Herring’s learning curve involves operating his business and dealing with a different kind of flow: cash flow.
“My biggest challenge is getting my name out there.”
Vishnu sells river equipment but also rents kayaks and stand-up paddleboards, known as SUPs. That includes Hala SUPs, Waka and Pyranha kayaks and Tomcat solo and tandem inflatable kayaks. The rental fee is $25 per day.
The rentals are popular for outings on Lake Mary, the Salt and Verde rivers, and East Clear Creek south of Winslow.
Herring is also adept at repairing inflatable rafts and kayaks. QCBN
By Peter Corbett, QCBN
Vishnu is open 10 a.m. to 4 p.m. Tuesday through Sunday.
Photo by Austin Corbett: Longtime river guide and global kayaker Thomas Herring opened Vishnu River Supply in December.
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