Bass Pro Shops Honored, Named ‘Don’t Lie for the Other Guy’ Corporate Retailer of the Year

  • Shot Show 2019 News
  • NSSF, Retailers Emphasize ‘Don’t Lie for the Other Guy’
Kimber Super Carry Ultra+ in .45 ACP. Larry Whiteley photo

From sunny Las Vegas, the National Shooting Sports Foundation® (NSSF®), the trade association for the firearms industry, is pleased to announce that it has honored Bass Pro Shops as its “Don’t Lie for the Other Guy” Corporate Retailer of the Year.

“Don’t Lie for the Other Guy” was formed as a cooperative program between the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF) and NSSF more than 15 years ago to help ATF educate federal firearms licensees to be better able to identify and prevent illegal straw purchases of firearms and to raise public awareness about the seriousness of the crime of purchasing a firearm for someone who cannot legally do so.

The award was presented at the 2019 SHOT University, the premier educational event for firearms retailers held in conjunction with NSSF’s Shooting, Hunting and Outdoor Trade Show® (SHOT Show®) Show in Las Vegas.

All Bass Pro Shops and Cabela’s stores display “Don’t Lie for the Other Guy” point-of-purchase displays and use a program video and printed material to help train employees to better detect and deter straw purchases. This year, Bass Pro Shops hosted press conferences for the launch of “Don’t Lie for the Other Guy” campaigns in Memphis and Atlanta, featuring advertising that warns anyone attempting an illegal firearm purchase faces a stiff federal felony penalty of up to 10 years in jail or up to $250,000 in fines.

“We’re proud to partner with the federal government and other industry organizations to promote and enhance safe, responsible firearms ownership,” said Bob Ziehmer, Bass Pro Shops Senior Director of Conservation.

“Bass Pro Shops has demonstrated its leadership in this area of prevention, from corporate policies to the men and women staffing the gun counters. It has trained its staff in the process of identifying potential straw purchases and provides continuing training to aide them to respond appropriately when such situations do occur,” said John McNamara, NSSF Senior Director for Retail and Range Services.

“Bass Pro Shops has made the critical outreach to its customers as well, to send the messages that straw purchases are crimes and that it’s on the lookout to prevent them. These efforts send a very strong message to the customer that they are dealing with a reputable retailer that wants, just as they do, to keep guns out of the wrong hands. That’s an incredibly positive message every retailer should embrace, and Bass Pro Shops is rightfully honored in leading the way in this kind of community outreach,” McNamara added.

To legally purchase a firearm, a person must be able to pass an FBI National Instant Criminal Background Check and fully comply with state and local laws. When a criminal knows he cannot pass this check, he may try to induce a friend or other person to make the purchase on his behalf, which is known as a straw purchase and is a felony.

Learn more about “Don’t Lie for the Other Guy” at

About NSSF: The National Shooting Sports Foundation is the trade association for the firearms industry. Its mission is to promote, protect and preserve hunting and the shooting sports. Formed in 1961, NSSF has a membership of more than 12,000 manufacturers, distributors, firearms retailers, shooting ranges, sportsmen’s organizations and publishers. For more information, log on to


  • Bass Pro Shops assisting in Texas rescue and relief efforts in wake of Hurricane Harvey 
  • More than 80 boats deployed for rescue efforts, donations for immediate relief

HOUSTON – Aug. 28, 2017: Bass Pro Shops is coordinating with local, state and federal agencies – including police, fire and rescue teams on the ground – to support ongoing rescue and relief efforts related to Hurricane Harvey. The outdoor company is providing more than 80 Tracker boats to government agencies and rescue organizations in Houston and other impacted communities in Texas.

In the immediate wake of the storm, Bass Pro Shops is also supporting disaster response organizations by donating truckloads of relief supplies totaling $40,000. The contributions support Convoy of Hope, a Springfield, Missouri-based humanitarian organization, and the American Red Cross. Donated supplies include protein-rich foods like Uncle Buck’s Premium Jerky and peanuts for those in the field.

Bass Pro Shops has seven retail locations and seven boating center locations in Texas, including three in the greater Houston area. The company is supporting impacted associates through its Bass Pro Cares Fund, which provides support for critical living expenses in times of devastating need.

The company remains in close contact with the governor’s office, first responders and associates on the ground to monitor response efforts and assess ongoing needs. Bass Pro Shops encourages all customers and community members who want to support relief efforts to donate directly to the American Red Cross.

About Bass Pro Shops®: Bass Pro Shops is a leading destination retailer offering outdoor gear and apparel in an immersive setting. Founded in 1972 when avid young angler Johnny Morris began selling tackle out of his father’s liquor store in Springfield, Missouri, today more than 100 retail and marine centers host 120 million people annually. Bass Pro Shops also operates White River Marine Group, offering an unsurpassed collection of industry-leading boat brands, and Big Cedar Lodge, America’s Premier Wilderness Resort. Under the visionary conservation leadership of Johnny Morris, Bass Pro Shops is known as a national leader in protecting habitat and introducing families to the outdoors and has been named by Forbes as “one of America’s Best Employers.”



Going to Disneyworld or WOW?

Wonders of Wildlife is dedicated to Johnny Morris’s mother and father who always found the time to take him fishing.

  • Johnny Morris, the Walt Disney of the Outdoors, Opened WOW in 2017
  • Museum offers more than 1.5 miles in Authentic, Immersive Habitats
  • Celebrating People who Hunt, Fish and Act as Stewards of the Land and Water
  • Walk to the depths of the Ocean here!

By David Gray

Kids love it.  The Aquarium was recently voted the best in the USA, it is spectacular. 

Thinking about taking the kids to Disneyworld? 

It’s expensive, but you know the kids enjoy it.  Did you know there is a less costly alternative the kids will enjoy and the adults will too?!  It is WOW, the Wonders of Wildlife Museum and Aquarium. 

WOW recently opened in Springfield, Missouri, immediately adjacent to Bass Pro Shops.  A creation of Johnny Morris, the Aquarium and Museum is one of those places to visit that cannot be properly described by the written word. 

WOW is not a place you visit, it is a place you experience.  Visit once, you immediately realize it is a concept intended for our kids and adults of this century.  It appeals to your eyes, ears, and vision to share in the wonder of nature, animals, fish, birds and our human civilization into the future.  You will want to return.

Kids of all ages love it.  The Aquarium was recently voted the best in the USA, it is spectacular.  It is not just one aquarium, there are many aquariums displaying fresh and salt water fish in their natural settings. 

You and the kids will find yourselves looking at the aquarium, under the aquarium, over the aquarium and even walk inside an aquarium with live fish all around you.  It is an all-day activity.  On my recent visit, I never saw one youngster that lost interest.  It is a certainly a big “wow” for the kids.

Wonders of Wildlife is dedicated to Johnny Morris’s mother and father who always found the time to take him fishing.   

The Wonders of Wildlife Museum and Aquarium is one of those places to visit that cannot be properly described by the written word. 

A great family vacation is waiting.  Visit Wonders of Wildlife one day in the near future.  Visit Bass Pro Shops the next day. 

Head down to Branson, Missouri, just a short drive south of Springfield, for family fun at Silver Dollar City and take in many other family attractions. 

The best may be a day of fishing on Table Rock Lake or Lake Taneycomo. 

A plaque in the Aquarium says “Take a kid fishing, you’ll be glad you did.”   Your kids will be glad you found the time to take them fishing.

Springfield, Missouri, is in middle of the Ozarks region, which sits in middle of the continental United States.  It is easy travel from any part of the country.  Commercial flights are available to Springfield and Branson airports.  Driving on I-44 from St. Louis, it is less than 3 hours to a great WOW family experience.

Visit or call 1-800-268-4014 or more info.

Watch the video to understand just how this incredible place will appeal to your inner nature and passion for the outdoors.

“America’s Favorite Fisherman” Joins Lure Lock Pro Team

  • Innovative New Tackle Box Joins Forces with Legendary Anglers
  • Bill Dance Joins the Growing Stable of Top-Level Anglers Relying on Lure Lock

Ettrick, Wisconsin – Lure Lock is excited to announce that it has entered into a multi-year partnership with legendary fishing icon and TV personality, Bill Dance. Bill Dance has grown his brand into a multi-media empire, stemming from his success during the early days of the Bassmaster Tournament Trail and into two television shows, Bill Dance Outdoors and Bill Dance Saltwater Outdoors.

“Without a doubt the partnership with Bill is a big for Lure Lock, Bill and his iconic and unique position in fishing industry is something that easily fits alongside the Lure Lock brand,” stated Jessica Kriesel, Lure Lock Marketing Coordinator. “From his recognizable Tennessee hat, to the catchy intro song on his TV shows, Bill introduced many people to fishing and sticks in their minds today, just like fishing tackle sticks in our Lure Lock cases.”

Bill was on hand and in the Lure Lock booth at the recent Bassmaster Classic Expo to greet fans and demonstrate the holding power of the proprietary gel in the Lure Lock cases.

“I can’t even begin to count how many tackle boxes and storage cases I’ve used…and destroyed over the years of fishing tournaments and filming TV shows,” laughed Bill. “It takes a lot for me to lift up my sunglasses and take a closer look at things in the fishing industry these days and when I first saw the Lure Lock cases, I almost even took off my Tennessee hat….almost! These cases will make traveling around filming our TV shows so much easier, as I know my tackle will arrive securely in place, undamaged and ready to go.”

Lure Lock boxes come in three sizes LL1, LL2 and LL3 and are available in Bass Pro Shops, Cabela’s, Academy, Sportsman’s Warehouse, Tackle Warehouse and key independent sporting goods dealers at $15.99, $17.99 and $19.99. Lure Lock gel kits (for retro-fitting other boxes) range from $6.99 to $9.99, depending upon size.

For more information about Lure Lock products please visit, or contact Glenn Walker at with media or marketing requests.

About Lure Lock: Lure Lock is owned by Tak Logic, LLC and is located in Ettrick, Wisconsin. Lure Lock tackle boxes feature a patented gel material – all made in the USA. For more information, call 608-525-3636.

Wonders of Wildlife NOW OPEN, An Amazing Adventure into the WORLD of WILDLIFE

  • Wonders of Wildlife provides Tribute to Fish and Wildlife
  • Wonders of Wildlife NATIONAL MUSEUM & AQUARIUM is Extraordinary
  • Founder, Johnny Morris, Has Provided a Trail to Lifelong Conservation in the Outdoors through Fishing, Bass Pro Shops and now, WONDERS OF WILDLIFE
  • Rick Clunn will Attend

By Forrest Fisher

Wonders of Wildlife National Museum and Aquarium Opens Sep. 20, 2017 – An Extraordinary Experience! 

One of the most respected professional bass anglers in the world is Rick Clunn.  I was humbled to fish with Rick on three different fishing tournament occasions in the mid-90s.  Having done that, It was easy to understand why this southern gentleman was such a successful angler. 

In one word, Rick Clunn has “FOCUS” when he is fishing.  He “TUNES-IN” to every spot, every situation, every cast.  His success as a 5-time BASS Champion demonstrates his “UNDERSTANDING” for fishing.  Above all his fishing success, Rick Clunn is humble, soft-spoken and a true conservationist.   Today Rick will be in Springfield, Missouri, and he has this to share with everyone through his Facebook account:  

Rick Clunn is humble, successful and a role model for all anglers – he will be on hand today at the grand opening.  Rick Clunn Feature Photo

“Melissa and I will be privileged to attend the Grand Opening of the Wonders of Wildlife.  I am sure, like everything Johnny Morris has created, it will defy even the most complimentary descriptions possible.  I made the statement after winning the B.A.S.S. St. John’s River Tournament, “Never accept that all your greatest moments are in the past.”  This man has lived that philosophy his whole life and continues to.  Most will see and be inspired by the Wonders of Wildlife, but I fear there are some who will see it as only a capitalistic venture or a monument to an individual’s ego.

For those of you who might feel that way, I offer my observations and understanding.  I present this view because I cannot tell you how many times I have heard people ask, “Why does he build these museum style stores to sell fishing tackle? Why not be like others in the industry and just put up a metal building and have a lot less overhead?”

I will tell you, to me these are monuments, but not to Johnny Morris! These are monuments to all outdoors people and to the Natural World that he continuously and tirelessly fights for.  At Big Cedar Lodge on Table Rock Lake, there is a Convention Center whose walls are lined with some of the greatest conservation mind’s, thoughts and quotes.  If you think the many Bass Pro Outdoor Worlds are only about selling fishing and hunting tackle I offer the following: “If I fished only to capture fish, my fishing trips would have ended long ago.” Zane Grey.”

I grew up an Angler when being an Angler was observed as nothing more than playing hooky from school or work.  It did not share the status of football, basketball, golf, or other sports.  One of my supervisors at Exxon Oil would talk with you about golf all day, but don’t dare waste company time talking about fishing.  Even after I quit my socially excepted profession, working for the 2nd largest computing center in the world, and started my angling career most thought I had a bad case of sun stroke.  I confess, I will never forget the first time I was proud to be an Angler.  I had gone to Springfield, Missouri, to represent one of my sponsors at the grand-daddy of all fishing stores, at their Spring Fishing Classic.  I had been in a lot of tackle fishing shops, but nothing could have prepared me for this.  When I walked in the front door of the Bass Pro Shop Outdoor World, I was moved.  It was beautiful and I had never seen anything like it.  But more than its beauty, I felt a sense of pride in who I was that I had not felt before.  To this day I challenge every outdoor person to tell me that they did not feel a little of the same, their first time there.  I now know that Johnny saw the Outdoors – and those who enjoy it, as important elements in the conservation of the fast disappearance of our natural world.

“Many men go fishing all of their lives without knowing that it is not fish they are after.” Henry David Thoreau.

I recognize now, like Johnny did from the beginning, that to conserve the natural world we have to expose as many people to its Wonders as possible.  He knew that fishing is one of the last remaining vehicles for the masses to experience the natural world and understand its importance to the sanity of man’s world.  Johnny’s Conservation efforts are never ending.  So when you tour the Wonders of Wildlife, remember the words of Theodore Roosevelt, “There can be no greater issue than that of conservation in this country.”

Please stay tuned to the Wonders of Wildlife Facebook account for Live streams Sept 20th

Events start at 3:00 PM the 20th. #WondersofWildlife.

Hope to see you there soon.



  • Major new destination in heart of the Missouri Ozarks is now open.
  • Imagine Understanding How Life on Earth Works for Animals, Birds and Fish…that’s what You Get Here.
  • This Museum is about Adventure and Exploration 
The aquarium allows visitors to feel like they are “in there” with the fish. An amazing adventure.

By Larry Whiteley

I was recently invited to attend a media event at the new, not-for-profit, 350,000 square foot, Wonders of Wildlife National Museum and Aquarium located right next door to the giant Bass Pro Shops retail store in Springfield, Missouri.

I am not someone who is easily impressed, but this place is something you need to put at the top of your list of things to go see. Having been in several museums and aquariums across America, believe me, nothing comes even close to this. It is bigger than the Smithsonian Museum of Natural History.

Learn about Muskox and Wolves, and many more species.

There are over 35,000 live fish. There are mammals, reptiles, amphibians and birds, along with thousands of state-of-the-art taxidermy mounts.
During the tour, it was kind of fun to watch the media members staring in amazement, which caused them to stumble into each other as we went from one exhibit to the next. I continually heard people saying “WOW,” which I thought was rather appropriate.
The Ocean Aquarium Adventure is just what it says – an adventure. There are over 1.5 million gallons of aquariums containing over 800 species of freshwater and saltwater fish. You walk through an aquatic trail system where you see fish in the habitat they live in and learn why we need to protect the system that makes them possible.

You can experience the ocean and the “feel of being there.’

The 300,000 gallon circular ocean habitat area simulates like you are underwater, as do the underwater tunnel. Some areas have bubbles in the aquarium wall that you stick your head in and it feels like you are right in the water with the fish.

In the Wildlife Galleries area we walked over a mile of trails and I was just amazed at the attention to detail. The 4D dioramas of big game and other mammals allowed us to see up close plus hear, smell and even feel the temperature of the environment where these animals live in the wild.

These are places around the world that most of us will never get to see in person. It was a whole lot better than anything I have ever seen on TV nature shows.
Like the Ocean Aquarium Adventure, the Wildlife Galleries area is definitely going to entertain the whole family. It too will also educate you on why we need to protect the habitat where these animals live.
We learned about our most important wildlife conservationists throughout history, and the contributions and sacrifices they made for the benefit of all of us.

I was especially touched by the tribute to Native Americans as the first conservationists. Did I mention you travel through a herd of Buffalo to get to it?

It amazed me – all the attention to details the artist and craftsmen had put into this magnificent attraction. Every wall has hand-painted murals which make it one of the finest art galleries I have ever seen. Even the rocks, trees and foliage are hand-crafted. They match the season and habitat of the animal in the scene. Some animals look like they are walking right out of the wall.

We also visited the Bass Fishing Hall of Fame, International Game Fish Hall of Fame, King of Bucks Collection, and the Boone & Crockett National Collection of record wildlife mounts all within the Wonders of Wildlife.

After you have enjoyed WOW, you can go next door to the Bass Pro Shops Outdoor World store which, by the way, has been the #1 tourist attraction in Missouri for many years. Besides the biggest selection of outdoor gear under one roof in the world, it also features the NRA National Sporting Arms Museum and the National Archery Hall of Fame. It too has even more aquariums, wildlife mounts and displays.
The visionary behind it all is noted conservationist and founder of Bass Pro Shops Johnny Morris. The Wonders of Wildlife National Museum and Aquarium is his gift to America to inspire people of all ages to engage with the natural world. It is also his way of repaying the blessings he has received from a life lived enjoying the outdoors.
“Wonders of Wildlife is an inspirational journey around the world that celebrates the role of hunters and anglers as America’s true conservation heroes,” said Morris. “We proudly invite families and sportsmen to come share the wonder with an unforgettable experience meant to inspire generations of future conservationists.”

Being a humble man, he is quick to give credit to all the workers whose talents brought his dream to and to the hundreds of conservation leaders across America for their input on what the WOW messages should be.

I saw a sign somewhere on our media tour that said, “The Wonders of Wildlife Museum & Aquarium honors the adventurers, explorers, outdoorsmen and conservationists who helped discover, develop and preserve the nation we love”.

It does that and a whole lot more!

This is something you will never forget and a place you will want to go back to again and again.

Go to for more information and then make the trip to the Conservation Capital of the World in the heart of the Missouri Ozarks to see it for yourself.