If you turn in an old rod or an old reel that is in good working condition you get a rebate coupon based upon the purchase price of a new rod or a new reel. I brought in a rod and reel and got a rebate for both a new rod a new reel! This is going on at the Tualatin Cabela's. I am not sure about other locations. The cool thing is that they are collecting the equipment to donate to kids in need. Everybody wins.