The Current On Dallas Voss, Explore Kenai

There are women who chase the current—and then there are women who build their lives around it.

For Dallas Voss, the Kenai River is more than a destination. It's where passion meets purpose, and where a life rooted in adventure, family, and entrepreneurship comes to life. As a fly fishing guide in Alaska, she's created a career that reflects her love for the outdoors while inspiring others to experience it for themselves.

In this edition of The Current, Dallas shares how she's cultivated a life filled with intention, built a thriving business, and embraced motherhood alongside a career that keeps her connected to the water. Because the most inspiring women aren't waiting for the current to carry them. They're leading the way. I am honored to have been able to fish with Dallas on the Kenai River in one of the most beautiful states I’ve ever visited. Her story is a beautiful reminder that success isn't defined by a single role—it's found in creating a life that reflects your values, your passions, and your own version of fulfillment.

What is your earliest memory of being near a river?

Dallas: Growing up in Kenai, fishing was always a part of my childhood. While I am not sure what my earliest memory is, there were plenty of days on the Kasilof River—near Crooked Creek—chasing minnows and waiting for my parents to hook into a king salmon.

What quality do you most admire in a fishing guide?

Dallas: Patience and positivity. I’ve hired guides that didn’t have those qualities before, and the impact it has on the day is astounding. Anyone can put you on fish, but the way a guide reacts to a client’s mistake is important.

Which moment on the Kenai River would you most like to relive?

Dallas: Back in September of 2023, my husband, Dustin, and I had a rare day when both of us were off. We decided to fish the middle Kenai River and disperse the ashes of our Australian Shepherd, Rio, on her favorite riverbank. After an emotional goodbye to Rio, we started fishing, and I found myself hooked on the largest rainbow trout I have ever seen. It jumped twice and made a big run downstream. I managed to get it back up to the boat and then, just like that, it was gone. Every time I pass that section of river, my heart sinks.

Which fish has taught you the greatest lesson?

Dallas: Rainbow trout. They humble you quickly. No matter how many years you've spent on the water, they remind you there's always more to learn.

What is your idea of perfect happiness on a day off?

Dallas: A sunny day on our deck at home, watching the kids play in the yard. With us being so busy guiding in the summertime, we miss so much time with the kids that even one day off is a blessing.

What do you consider your greatest extravagance?

Dallas: Traveling to fish in places that challenge me. Dustin and I both started our saltwater fly-fishing journey together in 2018 in Hawaii, chasing bonefish during our honeymoon. Since then, our love for it has taken us to Texas, Christmas Island, Louisiana, Belize, Honduras, Mexico, Florida, and a couple more trips to Hawaii.

What would your younger self think of your life today?

Dallas: She wouldn’t believe it. Growing up, fishing was something you did for fun—not to make money at. She'd be surprised that I turned a passion into a career and probably amazed that people travel from all over the world to fish with us.

The Origin Story

How did fly fishing first enter your life?

I grew up fishing Alaska's rivers, but fly fishing wasn’t on my radar until I met my husband. That first summer he introduced me to it, I was reluctant to give up the spinning rod. “You want to target (traditionally) smaller fish and then release them?” was my question for him. I just didn’t understand it coming from a salmon-eating family. But after many struggles that summer, it started to resonate and became an extension of my love for the outdoors.

At what moment did you realize guiding could become a profession?

Shortly after we were married, starting a family was next on our to-do list. With Dustin having a flexible schedule as a city firefighter, we discussed having a job that would still allow us to continue to enjoy his flexibility and be home with any future children. We were already spending so much time on the river that it just made sense to share that enjoyment with others.

What inspired you to start your own guide service?

We always knew we wanted to have our own guide business that we could create and then possibly leave for our children to run. That’s easier said than done. Without a reputation, client list, and equipment, it was going to be slow going in the beginning. We both started out working for others with the intention of going out on our own when we could. Those first few years were full of mistakes that I had to quickly learn from—luckily, I had a patient boss who took it in stride and kept me around.

What was the hardest part of getting the business off the ground?

Learning to wear every hat at once. Guide, marketer, photographer, accountant, website builder, and customer service representative all rolled into one. Guiding is just a small portion of running the business—everything that goes on behind the scenes was the challenging part.

Was there a mentor who helped shape your path?

I've been fortunate to learn from many guides and business owners over the years. While there wasn’t just one that shaped how I guide and operate, I’d be wrong to leave out Corey Hetrick, who gave me my first guiding job, and Kasey Burk, one of the few women guides that came before me, who has continued to help me to this day.

Looking back, what decision most influenced your success?

Focusing on relationships rather than transactions. Guests remember how you made them feel long after they've forgotten how many fish they caught. I don’t claim to put clients on the biggest fish, or the most fish, but sharing my love for the sport with them and genuinely being excited for them when they hook up goes a long way.

Founder & Business Questions

What problem were you trying to solve when you launched your guide service?

I wanted guests to have a more personalized Alaska experience when they come to fish with me. To do that, my business model also includes trip planning at no additional cost to the guest. I want to be there to help them with travel questions, logistics, and help them build a package that works best for their dates and price range. Most of our clients come to experience the whole Kenai Peninsula, and fishing is just a small part of that.

What did you understand about your customers that others missed?

Many people aren't just booking a fishing trip, they're investing in a lifelong memory. The experience matters just as much as catching fish. Having the right attitude, even on a slow fishing day, can still help them create that memory.

What is the single biggest misconception people have about running a guide business?

All we do is spend all day fishing. Most of the work happens before and after the trip through planning, logistics, marketing, communication, and operations. Even during the off-season, we are updating inventory and doing boat maintenance—overlooked tasks that can make or break a short guide season.

How do you create a memorable experience that guests talk about long after the trip ends?

By paying attention to the little things. Learning names, taking great photos, sharing local knowledge, and making every guest feel valued. The Kenai River is my backyard and sharing that knowledge from 40+ years of living here helps make it more than just a fishing trip.

What part of the business do you personally obsess over?

Customer experience. From the first inquiry to the final goodbye, I want every interaction to exceed expectations. I want to reply quickly to any questions and always follow up to see how it went. Due to availability, we sub-contract out trips, and making sure our guests are still treated to our standards is very important to me.

What was your first major breakthrough moment?

When referrals started generating more bookings than advertising. That's when I knew we were building something sustainable. Most of our guests hear about us through our past clients or friends and family. It’s a joint effort, and everyone in our network has been essential to our success.

Have you ever had a season where things weren't going according to plan? How did you respond?

COVID. Like the rest of the planet, COVID affected our bookings in 2020, but not in the way you’d expect. We saw fewer clients booking trips leading up to that summer, and we weren’t alone. Other fishing charters saw their bookings drop as well and thus didn’t hire as many out-of-state guides. Then the restrictions eased, and people wanted to get out of their homes. The calls started coming in. Before we knew it, the fishing community had clients and not enough guides to handle them. We were quickly subcontracted by bigger charters with their overflow and were able to fill our vacancies, giving us a very successful season in a trying time.

How do you balance growth with preserving the authenticity of the experience?

What advice would you give to women building businesses in outdoor industries?

Don't wait for permission. Learn everything you can, trust your instincts, and remember that authenticity is a competitive advantage. As a woman in a male-dominated field, it can be intimidating, but in my experience, it has been a good one. I was welcomed in easily and treated much better than the new male guides, and I took full advantage of that.

The Person Behind the Brand

What's your favorite meal after a long day on the water?

Buffalo Chicken Sandwich from the Duck Inn—right down the street from my house and a regular restaurant that we order takeout from when we just don’t have the time to cook.

Which three apps do you use most often?

Google Calendar, Instagram, and Amazon Music.

What book has influenced you recently?

What's one place on your travel bucket list that you've never fished?

Bolivia

What's a small luxury you never travel without?

A travel pillow and my Bose headphones.

What's currently playing on your road-trip playlist?

A mix of 80s-90s country, classic rock, and whatever my kids currently have on repeat.

Looking Ahead

What excites you most about the future of fly fishing?

The growing diversity of people entering the sport. More women, families, and first-time anglers are discovering fly fishing, and that's incredibly exciting. Each year, I book more women’s trips than the year before. My favorite trips of the season—as any guide will tell you—women take instruction better and often end up being the better angler on the boat.

What changes do you hope to see in the outdoor industry over the next decade?

More focus on conservation. The Kenai River struggles when it comes to conservation and regulations, but more groups are stepping up to address that, including a new Trout Unlimited chapter on the Kenai Peninsula that promotes good stewardship with the help of fishing guides.

Are there new experiences, destinations, or offerings you're considering?

We're always looking for ways to create more complete Alaska adventures by combining fishing, lodging, wildlife viewing, and unique local experiences. Currently, we are offering a women's-only fishing trip in early September with Women’s Fly Fishing, including three full days of fishing for silver salmon and rainbow trout while staying at a lodge right on the river.

What project are you most energized by right now?

I just finished relaunching our website at explorekenai.net. With help from a past guest, we’ve spent months on the new site, and it just went live a couple of days ago. I’m still working out a few glitches, but overall, I’m very excited about it and hoping it helps us reach new clientele.

Five years from now, what would success look like?

Explore Kenai is thriving, all the salmon and trout fisheries are healthy, returning guests feel like family, and I have more time spent sharing the outdoors with my kids. We have a very short summer season, and if more success helps me prioritize more time with my kids, I am all for it.

What's next for Dallas Voss?

Continuing to help people experience Alaska while creating opportunities for more women and families to discover the joy of fishing.

Lightning Round Questions

Coffee or tea? Neither—I’m currently into Celsius drinks.

Sunrise or sunset? Maybe sunrise—in the summer, we don’t see either very often.

Dry fly or streamer? Mouse pattern. We don’t use it on the Kenai River, but we can on other streams, and nothing is more exciting than when a trout hammers it.

Lodge or tent? Lodge

Favorite Alaska season? Fall

One word that describes the Kenai River? Home

One word that describes entrepreneurship? Persistence

Most underrated travel destination? Xcalak, Mexico

Last app you opened? Instagram

Favorite comfort food? Homemade chicken tacos

The current is always moving forward—and so are the women shaping it. To connect with Dallas Voss, visit Explore Kenai.