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Bass Pro Shops CEO prioritizes affordability as costs rise: ‘Inflation has arrived’



Johnny Morris, the founder and CEO of Bass Pro Shops, recently stated in an exclusive interview with FOX Business that despite high inflation rates, the brand will continue to prioritize affordability as we head into the boating and fishing seasons. Inflation currently stands at 3.4%, above the Federal Reserve’s goal of 2%, but has dropped from a peak of 9.1% in June 2022. Morris emphasized that inflation is a reality that consumers are facing, but Bass Pro Shops remains committed to working with customers to provide affordable options.

Bass Pro Shops recently ended an inflation buster savings program, but they are still dedicated to helping consumers find ways to combat the impact of rising prices. With a focus on affordability, the brand offers payment plans as low as $5 or $10 per day to make boat ownership achievable for a wide range of customers. Morris highlighted his father’s emphasis on delivering value to customers, a principle that has been integral to the success of Bass Pro Shops since its founding in 1972. The company’s commitment to affordability and value remains strong despite economic challenges.

Morris shared the story of Bass Pro Shops’ humble beginnings, when he approached his father about stocking fishing tackle in a liquor store. Starting with just a small investment, the brand grew to become a leading name in hunting, fishing, and outdoor sports retail. Morris proudly displayed an original Bass Tracker boat advertisement behind him, underscoring the brand’s reputation for quality and value. With a focus on building boats in the Ozarks and selling directly to consumers, Bass Pro Shops continues to uphold its commitment to delivering exceptional value.

As a dedicated leader in conservation, Morris credits his father, Walmart founder Sam Walton, former President Theodore Roosevelt, and naturalist John James Audubon for inspiring his approach to business and conservation. Thunder Ridge Nature Arena, an outdoor amphitheater located near Table Rock Lake in Missouri, was recently unveiled by Morris. The grand opening featured a performance by country music star Morgan Wallen, with upcoming shows by Chris Stapleton, Luke Bryan, and the Rolling Stones planned for the summer. The venue, which can accommodate up to 20,000 people, aims to celebrate the natural beauty of the Ozarks and provide a unique entertainment experience for attendees.

Morris emphasized the importance of providing genuine and friendly service to visitors at Thunder Ridge, highlighting the region’s reputation for hospitality. With Live Nation and ASM Global partnering to manage day-to-day operations at the amphitheater, Morris aims to create a space where people can enjoy good value and exceptional entertainment. Thunder Ridge Nature Arena reflects Morris’s commitment to conservation and his desire to showcase the beauty of the Ozarks while offering high-quality entertainment opportunities for the community.

In conclusion, despite the challenges posed by inflation, Johnny Morris and Bass Pro Shops remain dedicated to providing affordable options for outdoor enthusiasts. With a focus on value and accessibility, the brand continues to uphold its commitment to delivering high-quality products and experiences to customers. Thunder Ridge Nature Arena represents Morris’s vision for celebrating the natural beauty of the Ozarks while providing a world-class entertainment venue for visitors. As a leader in conservation and business, Morris’s innovative approach to retail and entertainment continues to resonate with consumers and nature enthusiasts alike.

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