Skilled anglers know the importance of presentation in luring and maintaining the attention of their target. Most successful businesses do as well.

For customers and sightseers alike, the allure of the new Bass Pro Shops store in Hanover County, in the Lewistown Road area, begins a few steps from the car and lasts well past the exit.

This company take presentation to a whole new level. Once the winding entry road yields its first view of the massive wooden structure, most react in awe at its enormity and the aura that casts thousands of feet in every direction.

Bold logos of the company’s house brands affixed to each side of the aesthetically pleasing structure leave little doubt as to its purpose. Once parked, a few steps across fish-lined crosswalks, wild game imprints and conspicuously placed boats and ATVs begin to reveal the mixture of customer allure and attention to detail typical of the chain’s 52 locations across North America, each as unique as the locale it occupies.

The appeal increases with each step in through the log- and stone-constructed grand entrance. A huge fireplace warms a foyer decorated with prize catches, impressive mounts, antique equipment and other historical mementos.

A glimpse in any direction momentarily stuns the senses with the remarkable artistry that went into the design. Mabry Mill to the left, a general store to the right, and a reproduction of Natural Bridge at the center of many picturesque landscapes and views from Virginia that highlight the entire vaulted beam interior.

Bears, bobcats, whitetails, eagles and other native species adorn the sculpted mountainsides and treetops above. A trout-laden stream runs adjacent to a waterfall-fed aquarium that holds enough citation species to wow the most seasoned angler.

“People travel from great distances to see what we’re going to do next,” store manager Greg Bulkley said. “No two stores are ever alike. Things you see draw you back to good times. Those old outboard motors on the wall make me think about fishing with my grandfather, and I think many people that come in here feel the same way.”

Long before the charm of the décor sinks in, the appeal of the store takes a new direction.

“Welcome to Bass Pro Shops,” a greeter says as each visitor clicks through the turnstile.

The visual effects impress, but engaging and helpful employees that staff the various departments keep the customers coming back. From eight feet of retail space in a Springfield, Mo., liquor store to more than 8 million across North America, founder Johnny Morris has built his empire on customer service.

“We talk about it every day,” Bulkley said. “There’s got to be a relationship established between the associates in the building and the customers. The museum only goes so far – you don’t go to a museum once a week, but you will go to a store where people are there that can take care of your needs.”

To Bulkley, who recently moved to Hanover following five years as manager of Bass Pro’s Auburn, N.Y., location, that’s not just lip service. He, like Morris, preaches a friendly approach to customers and employees alike that trickles down to every member of the team.

“Most of our folks have a pretty good time when they come to work. We provide a good environment and take good care of them,” Bulkley added. “Nobody cares more about his people and his customers than Johnny Morris.”

In every department from boat sales and service to fishing, hunting and apparel – all the way out the door – the pride in the store and its vast array of products shows.

“I absolutely love working here,” apparel associate Wendy Richmond said. “The job, the environment, the people, and the appreciation Greg shows every day . . .  it makes it worth driving almost 40 minutes to get here every day.”

Service manager Richard Nimmo, who drives 37 miles from Powhatan daily, echoes that pride.

“It’s like coming to Disneyland every day . . . I feel like I ought to be paying them,” Nimmo said. “Fantastic people.”

From the excited looks on customer’s faces and the content of their shopping carts, it appears that they agree, and feel right at home there.

As the centerpiece of Hanover’s new Winding Brook development project, Bass Pro Shops opened its doors just nine months after the groundbreaking.

At the ribbon-cutting ceremony that officially opened the store on Oct. 1, Bass Pro president Jim Hagale offered special thanks to many who made that possible, including Hanover County Administrator Cecil R. “Rhu” Harris Jr. and members of the Hanover County Board of Supervisors.

“We thank you very much for all you’ve done to help us get through this,” Hagale said.

“We are extremely proud to have Bass Pro here in Hanover,” Harris said. “This is a big day for us.”

The thousands in attendance for the ceremony represent a small fraction of the millions expected to visit the store each year.

As Winding Brook continues to develop, the county will adjust to the increased traffic.

“We’re working closely with our associates at VDOT (Virginia Department of Transportation) to affect some improvements out here,” Harris added. “We have off-ramp improvements off of I-95 coming within the next 12 months to help with the traffic coming and going. The connector road should open within 30 days that will open traffic flow through Lakeridge Parkway to the Atlee-Elmont interchange.”

Charlie Leffler
Bass Pro Shops President Jim Hagale addresses the crowd during last Wednesday’s preview opening.