Bass Pro Shops is one of the leading nationwide outdoor and sporting goods
chains, with over 56 locations in the US and Canada. Once a small bait shop, it now
supplies 7,000 independent retail stores. Bass Pro Shops marketing strategy has turned its
“bigger-than-life” mission statement into its brand identity (Pardee, 2010, p. 20).
Known for its large buildings that houses attractions such as museums, art
galleries, live aquariums, waterfalls and mounted wildlife and game displays, enables
Bass Pro’s to attract customers over other companies. “The 300,000-square-foot
Springfield store is Missouri's top tourist attraction, a retail mecca with more than 4
million annual visitors” (Finn, 2005, para. 2). Bass Pro Shops attractions and store layout
are so mesmerizing that customers will travel in excess of 100 miles and stay for hours,
in comparison to other competing retailers (Finn, 2005, para. 3).
Bass Pros new buildings and renovations are some of the most expensive
commodity for the Bass Pro chain. Yet, because of its popularity “ officials in Macon,
Ga., and Buffalo, N.Y., offered millions of dollars in infrastructure improvements and tax
breaks to persuade Bass Pro to set up shop in their cities (Finn, 2005, para. 6). Bass Pro’s,