story: Abigail Huie, Bush School MPIA Student, March 2024
On March 5, 2024, the Mosbacher Institute of Trade, Economics, and Public Policy at the Bush School of Government & Public Service awarded Johnny Morris, Founder and Lead Outfitter of Bass Pro Shops, the 2024 McLane Leadership in Business Award. Morris was celebrated by a crowd of family, friends, Bass Pro Shop colleagues, students, and many Bush School visitors at the Annenberg Presidential Conference Center. This award recognizes a prominent business leader each year for outstanding contributions to business, public service, and community service nationally. Through his presentation of the “Bass Pro Scrapbook,” Morris shared the story of Bass Pro Shops, from its roots in a U-Haul trailer to the worldwide business phenomenon respected and appreciated by so many, including President George H.W. Bush.
Through his many photos and moving stories, Morris emphasized the importance and influence of family in his business achievements. In the story of the first Bass Pro store in Springfield, Missouri, inspired by the White River Basin and his love for fishing, Morris described how the tackle shop in the back of his dad’s liquor store fueled his passion for customer service and the importance of quality over everything. Further tying in family stories, Morris recounted how his sisters helped develop the store catalog and modernize inventory tracking through the computer, in which these small but mighty changes transformed the scope of Bass Pro Shops. Morris said that these years, alongside significant influence from his dad, taught him the meaning of values and free enterprise in business. Morris stated that the importance of quality, price competition, and the meaning behind a brand heavily influenced the way he constructed company endeavors. With his family’s support, his dedication, and the mantra “passion and hard work makes all things possible,” Morris built a company that inspires people everywhere to seek adventure and embrace the outdoors around them. It is through a shared love for fishing and the outdoors that Morris became close friends with President Bush, whom Morris respects deeply and whose integrity, humility, and familial values continue to inspire Bass Pro leadership.
Excited to see Texas A&M University, the place President Bush so closely cherished, Morris spent the day visiting the George H. W. Bush Library and chatting with Texas A&M students from the Department of Wildlife and Fisheries Sciences. Throughout his presentation, Morris expressed deep admiration for President Bush and his commitment to public service and conservation. Morris has also emphasized the importance of conservation and preservation in his business, as Bass Pro Shops partners with more than 250 conservation organizations and gives back to the national community through the Outdoor Fund non-profit. In reflecting on his company’s roots, his familial support, and his friendship with President Bush, Morris encouraged students and guests to work hard and find their driving passion. Most importantly, Morris said, “Find time for the things you love to do.”
You can view the 2024 McLane Leadership in Business Award program on the Bush School YouTube channel.
