Why is it called The "Cheese Cup"

This event bears the nickname of our dear friend and former employee Alex Hawke who earned the nickname "cheese" his first summer in the shop. After losing Alex in 2017, our employees, guides,  and close friends wanted to do something to help bring depression out from the shadows.

We decided to turn the small carp tournament that we had held for several years into a more inclusive fundraising event that could appeal to more anglers. Partnering with Traverse City's Third Level Crisis Center helped us focus our efforts towards helping others in the area who may struggle with depression. Their programs and efforts serve much of Northern Michigan 

Alex was a great friend; he always had some witty banter and a genuine smile.