Branson, Missouri – Despite the challenges posed by high inflation and increased costs for hunting and fishing equipment, the CEO of Bass Pro Shops, Johnny Morris, remains committed to providing affordable prices for American consumers as the boating and fishing seasons approach.
In an exclusive interview, Morris expressed his determination to prioritize affordability while acknowledging the impact of inflation, which currently stands at 3.4%, exceeding the Federal Reserve’s target of 2% but showing improvement from its peak of 9.1% in June 2022.
As energy prices continue to rise, with gasoline costs increasing by 2.8%, Bass Pro Shops has ceased its inflation buster savings program from late 2023. However, the brand remains dedicated to assisting consumers through various payment plans to mitigate the effects of escalating inflation on their budgets.
Since its founding in 1972 by Morris at the age of 21, Bass Pro Shops has strived to offer value to its customers, with a strong focus on affordability. The company’s commitment to creating opportunities for consumers to own boats through payment plans as low as $5 and $10 per day exemplifies this dedication to accessibility.
Morris, a Missouri native, emphasized the brand’s origins in delivering exceptional value to fishermen and anglers, a principle that remains central to Bass Pro Shops’ ethos. Despite economic challenges, Morris continues to embody a consumer-centric approach to business, inspired by his father and other influential figures in conservation and business.
In an innovative move to blend nature and entertainment, Morris unveiled the Thunder Ridge Nature Arena, an outdoor amphitheater set on 1,200 acres near Table Rock Lake. The grand opening featured country music star Morgan Wallen and attracted thousands of attendees, with plans to host other A-list celebrities in the future.
As Thunder Ridge aligns with Live Nation and ASM Global to oversee its operations, Morris envisions a space that not only entertains but also preserves the natural beauty and heritage of the Ozarks. The venue’s upcoming lineup, including performances by Chris Stapleton and Luke Bryan, promises a unique and memorable experience for visitors.
By combining a passion for conservation with a commitment to providing value and exceptional service, Morris aims to create a space where visitors can appreciate the beauty of the Ozarks and enjoy genuine hospitality. As the economy fluctuates, Morris remains steadfast in his belief that Thunder Ridge will deliver on its promise of providing good value and lasting memories for all who visit.