Indeed under new ownership! Small but charming store with very helpful attentive staff Has everything the serious fisher could need. Not sure why the previous owner inspired such low ratings but I saw only good things here! read more

Under new ownership! You'll struggle to find a better selection anywhere in the northwoods. Custom colors, high end tackle, they have it all! The new owner and family were extremely friendly and helpful when I stopped in. Glad I did! Guides choice will be back to the top of the list when I'm looking for bait in ER read more

Beware of them over charging you for your goods. I went in to grab some bait. Rick tried to charge me an extra $29 on my purchase. It smelled fishy but I thought it might have been a mistake. Then one of my buddies came up a few hours later and stopped there. He got over charged by $33. Rick is a thief. Don't ever go there. read more

Although the selection is large, it's not worth the attitude you will receive when entering this establishment. The prices are very high, which is expected in a tourist town. However, to pay high prices and also be made to feel as though you're a bother to the owner is inexcusable. There is a fish tank, which was installed as, I assume, an attraction made to pull in tourists (including families with kids) into the shop. Why, when a child asks about the tank, the owner rudely answers with an "I dont know" to a simple question about feeding the fish, is beyond me. Why install a tank that pulls in tourists if, in fact, you are annoyed by and do not want to speak to touists?!? If you want to be out fishing instead of owning a business, please do so and stop passing along your bad attitude to those around you. I will celebrate the day you close your doors. I'm sure he will continue to be successful because there is always a new tourist looking to catch more fish, but if I can stop even one person from purchasing from this owner, it will be a win. He is a waste of space, obviously unhappy, ungrateful for the money we spent (not one kind word...hello, thank you, etc.), and I don't have time for his rude behavior. I will never spend a dollar there again. read more

The few times I've been in this shop I've been impressed by the inventory. Unfortunately the attitude of the owner is unattractive to say the least. After reading other reviews and asking locals their opinion I find that I am not alone in this observation. I will not give them another opportunity nor will I send business their way. read more

This bait shop is pristine, it has an extensive selection of artificial for everything from panfish to Musky. They used to have a large tank full of game fish that kids loved to go in and see, but sadly its empty now. Ive visited the shop many times over the years since it was built, and one thing stands out......the staff is less than friendly most times, especially the owner. On our most recent trip I popped into grab a few Thil lighted bobbers and a few Rapala's to replace lost ones over the past few weeks. The immediate attitude I got from the owner for wearing a mask during this pandemic was appalling. When I got up to the register to pay I could smell the booze on his breath.....it was 3pm by the way. I couldn't believe the attitude and comments made under his breath, mainly the "FIB" he used to refer to me. Dude, I'm here to spend money. I could spend much more money because your selection is that good. But I wont. Never again. Ill hit the gas station on 45 North from now own, or one of the other shops in ER proper. I'm trying not to use amazon, eBay or the big chain stores, but i will from now on to avoid giving this place one more penny of my hard earned cash. I'm sorry it had to come to this. I really am. But you earned it. I should have known, not one local I know shops there. That should be your clue. read more

I would do less than 1 star if I could. Ranger Rick or should I say "Dick" pretends he is doing you a favor by deigning to talk to you when you walk in the door. My first and only yelp review. . . Avoid. . .Please spend your money with someone who who would appreciate it...p.s...locals don't shop here. read more

Would also do less than 1 star if I could. Bought a $20 fishing combo for my granddaughter. The tip broke off so I came back to by a new tip to put on. He took it and smiled and said no problem I'll fix that right up for you. Then tried to charge me $20 for the new tip. Why would I ever pay $20 for a new tip on a $20 dollar rod & reel combo. Please don't shop here even their bobber's are high price. Way better prices and friendlier people in town. read more

A third one star review, I too would do less if I could. Drove over from Pelican Lake for the afternoon with my three small children (ages 5 + under). My 5 year old son is Autistic and loves fish. I had heard from a friend that people can feed fish at this bait shop. Being autistic, my son needs to know what is coming up next in everything we do. I told him we were going to feed fish and he was very excited. We walk into the shop, wait at least 5 minutes (which is an eternity for my son) for someone to appear. A man comes down the stairs and I greet him and tell him we're here to feed the fish. My son is giggling and viewing the fish and repeatedly asking to feed them. The man puts his hands in his pockets and looks at me and says "No" angrily. Since I'm a person with a sense of humor and a soul, I assume he's joking. After a few more seconds it's apparent he is not joking. I say with a sincere smile, "So we really can't feed the fish? He's pretty excited" the man replies with, "I thought I said no. They've eaten enough today. They're not even eating the food that's in there!" and he turned around and walked away. I then had to tell my autistic son that we cannot feed the fish and he does not understand why. To some parents, this may not be a big deal, but to a special needs parent, it is a huge deal. My son and I both walked out crying. What a shitty human being. read more