Note: I only give out 5 stars to surprisingly EXCEPTIONAL, best-in-class establishments.\n\nThis \""man store\"" has it all, well, most of it.  It has anything related to fishing & hunting.  Prices are good & reasonable, but sure, there might be a deal or two out there that's cheaper via the internet.  This location reminds me of a cross between an outdoor sports store, a boat dealership, the Food Network and Disneyland... except for men.  \n\nTo possibly receive a 5-star rating: \n1. The tactical gear/clothing section could use a little work.  I know Bass Pro Shops is more geared for outdoor sports, but  since you carry a tactical gear section, it should be the best if that's what you're aiming to be.  \n2. Add a fee-based indoor shooting range.  It's a good way for you to bring in extra $$ while also keeping people around to buy your stuff.  Plus, it makes sense since you sell firearms, ammunition, accessories and targets.  \n3. Expand your horizons/knowledge of outdoor recreational activities.  Include things like climbing gear (think REI).  You could really do some damage if your company merged with REI or at least took some pages out of their book.  \n4. Offer a loyalty-based \""annual dividend\""/discount program like the one REI has.  Combined with their legendary customer service and return program, they're my #1 go-to place for outdoor equipment.  You're missing out.\n5. Some of the gear you offer is for amateur cheapskates.  Offer some higher-end products.  Take a look at the lifejacket/PFD department, for instance.  All that stuff sucks, and is only for someone who is either really cheap or doesn't care about what they're buying.  On that note, the swimming goggle section sucks, too.  I was there to check out some Columbia shirts, then decided to look around for other things.  Since I was looking for some good swimming goggles, I stopped by that section, but quickly left when I realized that it sucks.  Again, you're missing out on sales.