VIROQUA — Most of my fellow trout nuts recognize how fortunate we are to have the Driftless Area at our doorstep. However, when an experienced Western trout guide leaves all that behind to start a fly shop in a small southwest Wisconsin town, it really puts our bounty into perspective.

Yes, Mat Wagner and his wife Geri, packed up with the kids (Kail, now 11, and Owen, now 2), departed from Taos, New Mexico, and settled into their new life.

It is here that the Driftless Angler Fly Shop and Guide Service was hatched Feb. 20, 2007.

Not that his colleagues in the Rockies could fathom why.

"What person in their right mind would leave the fishing out West and head to what they thought was a no-name town, in a no-name area of Wisconsin to open a fly shop? They were ready to check me into the asylum," said Wagner, 29, who grew up in Michigan and guided there, as well as in British Columbia and then in New Mexico.

"No one there realizes we have rolling hills and valleys and spring creeks. They think of Wisconsin as the frozen tundra," he added. "I calmly began to explain what an incredible fishery there was in the Driftless Area. I explained the thousands of miles of spring creek water, the close proximity of the creeks, the easy public access and the ability to leave the crowds and fish water much more intimate and relaxing than anything they had seen on the steep slopes of the Rockies."

Which, of course, spawned inquiries as to when they could come to his shop at 106 S. Main St., then see it for themselves.

But while it's not likely the Driftless Area — it includes southwest Wisconsin, southeast Minnesota, northeast Iowa and northwest Illinois — will become a major destination for trout anglers from the Rocky Mountain states, its reputation as a destination for serious anglers continues to draw fly fishers from across the Midwest — and beyond.

That fact did not escape Wagner, who said he greatly researched the region and called his move "a no-brainer."

Wagner mentioned a recent report commissioned by Trout Unlimited that said trout fishing generates $1.1 billion to the Driftless Area each year. The study found that anglers not only spend a great deal of money in the area, they also have a high level of awareness regarding stream restoration efforts by government agencies and conservation groups. In fact, the study found that for every dollar spent on stream restoration, $25 is returned to the regional economy every year thereafter.

Wagner, whose wife helps run the shop featuring some of the finest in fly fishing tackle and equipment, is just as happy to help his worm- and spin-fishing customers as his fly-fishing clients. It's all about getting people — and their money — involved in taking care of the fishery, he explained.

Wagner said that with such a variety of healthy streams, there are always plenty of choices, depending on the situation.

"You can fish a stream that flows east or west, versus north and south. You can try a wooded stretch or an open stretch. You can try a brook trout stream or a brown trout stream," Wagner said.

And despite recent storms, the guide said flooding won't ultimately hurt business — or the fishery.

"There's fishing in the Driftless Area right now. It (flooding) makes a percentage of (streams) unfishable for a while, maybe five to seven days, but there's always that 5 to 10 percent of them that clear up right away," he said, noting the high waters can have a positive impact by washing away sand, silt and mud which tends to cover insect and fish-spawning habitat. "You will be able to fish for trout this summer. They didn't all wash away."

For Wagner, who spent countless days wading in large Western rivers, he's rediscovered the bliss of fishing for large browns or beautiful brookies on tiny Wisconsin creeks. On those rare occasions when he has time to fish alone, he often likes to fish these diminutive creeks for fat browns using big flies.

His rare free time often comes at the end of the day, when the light is fading and the big browns cruise for big meals.

"I have quite a few headlamps," he admitted, noting he uses crayfish patterns that can be effective any time of day.

"There are a lot of crayfish in these creeks and very few people fish crayfish patterns," said Wagner, who also enjoys fishing leach, lamprey and streamer patterns — even mouse patterns — in search of big browns.

As for his search for a place to stake his claim, well, he's found a home here in the Driftless Area town of 4,400, which is located 115 miles northwest of Madison.

"This town, this area is great," said Wagner, who can be reached at 608-637-8779 or visiting www.driftlessangler.com. "There are a bunch of different views and philosophies, and a huge mix of people for such a small community — traditional farmers, organic farmers, Amish, musicians, transplants like myself. And everyone seems to get along real well."

He said it's not unusual for local guides to help each other, including at his shop.

"We call each other or e-mail each other and ask where they're fishing," he said. "Out West, guides might get in fistfights at a busy boat launch. Here everyone's more laid back, friendly."