Randy Redberg liked Chattanooga.
There was just one problem: He knew nothing about where to hunt here.
Katharine Redberg, left, and Ben Daron work at the Scoutlands office in Warehouse Row.That predicament led to an idea, which led to a new business that is expected to roll off a printing press in tangible form for the first time this spring.
But it was more of a coincidence that a city known for its outdoor offerings and start-up business culture became the hub for Redberg's second business, a quarterly hunting magazine called Scoutlands that will publish its first edition some time around late March.
Redberg, who also owns a company in California, ended up in Chattanooga when one of his daughters chose to attend Covenant College. The city's unique flavor caters well to his new venture.
"There is an air of creativity here, and the outdoors lifestyle," Redberg said. "It blends well for us."
Scoutlands will enter the market at a tough time for the magazine industry, but Redberg hopes to carve out a niche within the nuances, lifestyle and heritage of the country's upland hunting culture that he has a personal interest in.
"I didn't want to do something that was just about making money," Redberg said. "I really did want to do something I had a passion for, and it's been rewarding because we have been able to achieve what I've been thinking to this point."
Redberg said he wants a product that is less reliant on packing in advertisements and more focused on quality content that subscribers will pay for.
He still needs to hire an editor. He's holding out for the right fit - someone with experience in magazines and a passion for Scoutlands' waterfowl focus.
A large wooden rhinoceros stands January 21, 2106, at the Scoutlands office in Warehouse Row.But he has hired a projects manager named Ben Daron who has helped Redberg's vision come to life on scoutlands.com, where readers can get a feel for what the print offering of the magazine may look like.
Stories from contributors about hunting destinations and the food they produce anchor the content on the website, which features a refined feel.
Upland hunting, Redberg says, is about more than just guns and ducks. That's what attracted Daron, who does not have a hunting background.
"I have family that do deer hunting and that was never appealing to me," said Daron, a 24-year-old with a film degree. "But this is because it's telling stories. With the heritage stories and profiles we do, and the conservation aspects of it, those things make it interesting. It's about the whole experience."
Redberg hopes others see the same thing. He wants a publication that even those who do not hunt will find interesting.
"Start-ups are always challenging," said Pete Finch, a Knoxville-based magazine industry veteran who has worked on two startup publications. "The present environment is exceptionally challenging. But I think there's always demand for a great product."
Contact staff writer David Cobb at dcobb@timesfreepress.com or 423-757-6249.