Legend Biography

Johnny Morris has perhaps done more to assist anglers by providing Quality fishing
tackle at affordable prices than any person has done in the history of the sport.
In 1971 he decided that he was tired of not being able to get a Varity of tackle at his
local baits shops so he did something about it. He cosigned a loan with his father and
set up a small eight foot display in the back of his father’s “Brown Derby” liquor
store.
With his father’s entrepreneurial sense of business savvy, a deep love and respect of
the outdoors and a desire to provide anglers with the high quality tackle at prices
that anyone could afford, the start of the now world famous “Bass Pro Shops’ began
from very humble surroundings.
By early 1974 the reputation of the tackle shop had grown to such a point that
anglers would often call back and place an order for more lures. Sensing the need
for a larger distribution network convinced him to produce first 180 page catalog
with 1500 items in it.
Johnny Morris accomplishments include the world class “Big Cedar Lodge” on
Table Rock Lake. His Top of the Rock Jack Nicklaus designed gold course and the
ten thousand acre wilderness area he created called “Dogwood Canyon”.
He has been awarded the “Presidents Award” from the international Association of
Fishing and Wildlife Agencies. Along with serving for six years on the Board of
Directors for the National Fish and Wildlife Foundation, Three of which he served
as Chairman. He received the Teddy Roosevelt Conservation Award from former
President George Bush and in 1992 was elected to the Sports Fishing Hall of Fame.