If you think in-person shopping is dead, or there is a recession brewing, you weren’t at the grand opening of the Bass Pro Shops’ Outdoor World in Irvine.
Or, if you want to see how merchants are surviving online retailing or a supposed economic downturn, you should have been at Wednesday night’s debut.
Let’s set the scene. Before the official ribbon-cutting ceremony, guests saw an hour or so of country music plus introductions of superstars from the fishing world, as well as a Bass Pro-wrapped race car. What else would you expect from a hunting and fishing retailer with Missouri roots?
The parking lot’s crowd was deep enough that stragglers waited an hour after the opening to enter the store. You see, this is only the second Outdoor World in the region, with the other store in Rancho Cucamonga.
Being “rare” isn’t enough to build a sustainable buzz. This atypical big-box retailer creates what industry insiders call a “destination” shopping experience: A typical shopper travels 30-plus miles to one of 90 Bass Pros across the nation – and spends over 2 hours shopping inside.
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It begins with a look. If you’ve been to a Bass Pro, you know the detail that goes into construction – inside and out. The brand’s signature exterior is a spin on a mountain-high hunting lodge. It might seem odd for Orange County, but we’re also home to Disneyland’s curious imagery.
When you enter the 140,000-square-foot store – under a sign “Welcome Fishermen, Hunters, and Other Liars” – eyes turn to an homage to the surrounding community. The store walls have almost a museum-like vibe in tribute to the region.
Bass Pros are known for huge aquariums. The water feature in Irvine honors the waterfall in nearby Black Star Canyon. Elsewhere, there are artistic tip-of-the-caps to the Santa Ana Mountains, Newport Beach and Diamond Valley Lake in Riverside County. And there are plenty wall-mounted antlers, too.
Design curve
It’s a fabulous retooling of the site near the I-5 exit at Alton that previously had mixed success.
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The massive store along Technology Drive once was a home-furnishing experiment from Sears, curiously named “The Great Indoors.” That was followed by a Walmart Supercenter that closed in 2021. To be fair, there’s an always-crowded Costco at the other end of the retail center.
Nearly two years ago, Bass Pro and landlord Irvine Co. agreed to leasing terms. Construction seemingly took forever – an endeavor whose duration is better explained when seeing the new store.
Bass Pro was well ahead of the design curve. Mass-market sporting goods stores can no longer compete with online sellers if their space is simply jammed with aisles of merchandise. Just look at splashy Dick’s in Mission Viejo or Fashion Island.
But if slick architecture guaranteed retailing riches, the list of successful merchants would be long. A key to what makes Bass Pro founder and CEO Johnny Morris a billionaire is what’s available in the aisles.
Much of the merchandise is from brands owned or controlled by the retailer, or goods from other brands exclusive to the chain. That keeps margins high – and helps pay for the pricey decor.
Outdoors frequently?
You don’t have to be an outdoors person – a fan of fishing or hunting – to spend here.
Yes, they seem to have every bit of gear or apparel needed for those outdoor pursuits. Did I mention the fishing boats and off-road vehicles?
But if you’re simply outdoors frequently, this store could be useful. Southern Californians, perhaps surprised by all the weather events this year, might find a trip valuable.
Or perhaps you need a better folding chair to watch the kids play sports or for an outdoor concert? Or a new backyard grill – utensils or spices? How about some odd trail snacks or sweets? Or various knickknacks that could dress up a home or backyard?
And then there’s those darn trucker caps.
Somehow, a $6 hat with a big Bass Pro logo has become a hot fashion item. (Full disclosure: I own two!)
On opening night, numerous shoppers had stacks of those caps in various colors in their shopping baskets. The store even sold an upgraded version – $15 each – with a Bass Pro logo, a small map of California and the words “Irvine CA” embroidered on it.
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That’s how online shopping is thwarted. How recessions are survived. Basically, it’s branding.
Jonathan Lansner is the business columnist for the Southern California News Group. He can be reached at [email protected]
