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Bass Pro Shops Outdoor World opened in Irvine on Wednesday, March 27, drawing a large crowd and plenty of entertainment. (Jonathan Lansner/SCNG, Orange County Register)
If you thought in-person shopping was over or a recession was on the horizon, you probably weren’t at the grand opening of Bass Pro Shops Outdoor World in Irvine.
Or if you wanted to learn more about how retailers are surviving online retail and a supposed economic downturn, you should have gone to Wednesday night’s debut event.
Let’s set the scene. Before the official ribbon-cutting ceremony, guests enjoyed an hour of country music, introductions from fishing superstars, and a Bass Pro-wrapped race car. What else would you expect from a hunting and fishing retailer with Missouri roots?
Crowds were so deep that stragglers had to wait an hour after the store opened to get into the store. As you know, this is only his second Outdoor World in the area, with his other location being in Rancho Cucamonga.
Being “unusual” is not enough to build a sustainable buzz. This unconventional big-box retailer creates a shopping experience that industry insiders call a “destination.” A typical shopper travels more than 30 miles to visit one of Bass Pro’s 90 locations nationwide, and spends more than two hours shopping in-store.
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It starts with seeing. If you’ve ever visited a Bass Pro, you know the details, down to the internal and external construction. The brand’s signature look is inspired by a mountain-top hunting lodge. It may seem strange for Orange County, but we’re also home to some of the weirder images of Disneyland.
As you enter the 140,000-square-foot store under a sign that reads, “Fishermen, Hunters, and Other Liars Welcome,” your eyes are drawn to the homage to the surrounding community. The store’s walls pay homage to the area, giving it a museum-like feel.
Bass Pro is known for its huge aquariums. Irvine’s water features honor the nearby Black Star Canyon Falls. Other artistic destinations include Riverside County’s Santa Ana Mountains, Newport Beach, and Diamond Valley Lake. There are also many corners for wall hangings.
design curve
This is a great renovation of a previously controversial site near the Interstate 5 exit in Alton.
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This gigantic store on Technology Drive was once Sears’ home furnishings experiment and was oddly named “The Great Indoors.” Then, Walmart Supercenter closed in his 2021. To be fair, there is a Costco on the other side of the retail center that is always busy.
Almost two years ago, Bass Pro and landlord Irvine Co. agreed to lease terms. It seemed like it took forever to build, but that time frame is easy to understand by looking at the new store.
The Bass Pro was way ahead of the design curve. Mass-market sporting goods stores can’t compete with online retailers if their store space is just crammed with product aisles. Check out the fancy Dick’s in Mission Viejo and Fashion Island.
But if sophisticated architecture guaranteed retail wealth, the list of successful retailers would be long. Bass Pro founder and CEO says the key to making Johnny Morris a millionaire is what’s available in the aisles.
Many of the products are from brands owned or controlled by the retailer, or from other brands exclusive to that chain. This keeps profit margins high and helps pay for expensive decorations.
Do you go outdoors often?
You don’t have to be an outdoorsman, or a fan of fishing or hunting, to spend time here.
Yes, they seem to have all the gear and apparel you need for outdoor activities. Did I mention fishing boats and off-road vehicles?
But if you simply go outdoors often, this store may be useful. Southern Californians may be surprised by all the weather events this year, but they may find it worth the trip.
Or maybe you need better folding chairs for your kids’ sports games or outdoor concerts? Or maybe a new backyard grill – cooking utensils and condiments? How about some quirky trail snacks and sweets? ? Or maybe a variety of accessories that can dress up your home or backyard?
And then there’s that awful trucker cap.
Somehow, a $6 hat with a big Bass Pro logo became a popular fashion item. (Full disclosure: I own two of hers!)
On opening night, many shoppers had piles of caps in different colors in their shopping carts. The store also sold an upgraded version ($15 each) embroidered with the Bass Pro logo, a small map of California, and the words “Irvine CA.”
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That’s how online shopping loses. How to survive the recession? It’s basically branding.
Jonathan Ranzner is a business columnist for Southern California News Group. Please contact us at jlansner@scng.com.
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