Bass Pro Shops, the retail giant known for its towering aquariums and general store vibe, just made a rather significant move outside the camo-patterned cooler aisle. The Springfield, Missouri-based company announced it's now the proud owner of Cheeca Lodge, a legendary property nestled in Islamorada, Florida. Because apparently, selling fishing lures wasn't quite enough.
This isn't just a random splurge, though. It's a strategic double-down on their growing empire of nature-based resorts. Their flagship, Big Cedar Lodge in the Missouri Ozarks, already pulls in a staggering 7.5 million guests annually. To put that in perspective, that’s more people than live in Arizona, all flocking to the Ozarks for a dose of rustic luxury. And over half of Big Cedar’s 24,000 acres are already preserved by the Johnny Morris Conservation Foundation. So, they know a thing or two about land management and, presumably, really good s'mores.
From Tarpon to Tycoon
Johnny Morris, the founder of Bass Pro Shops, clearly has a soft spot for the Florida Keys. He reminisced about catching his first tarpon on a fly rod at the tender age of 16, alongside his dad and a Captain Sonny Eslinger. That’s the kind of origin story that makes you think, “Ah, so that’s why the guy who sells boats bought a resort.”
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Start Your News DetoxMorris expressed an honor in helping protect the area and continuing Cheeca Lodge's legacy, which, if you’ve ever been to Islamorada, means upholding its status as a fishing mecca and a haven for folks who appreciate a good sunset. The sale price, naturally, was not disclosed. Because some things, like a perfect tarpon hook-set or a multi-million-dollar resort deal, are just better left to the imagination.
