Small store in Oxford has big impact on regional fishing

Story and photos by
Graham Hadley

For decades now, the Tackle BOX has been giving a leg up to fishing enthusiasts from its location in historic Downtown Oxford.

The name should sound familiar to anyone who has seen their iconic stickers on cars and trucks driving down I-20 or putting in boats at places like Lincoln’s Landing, Pell City Lakeside Park or Coosa Landing in Gadsden.

Anywhere there are fishing enthusiasts you are as likely to see the Tackle BOX logo along with other well-known brands like YETI, Orca or … LakeLife.

“I go on vacation and see Tackle BOX hats in places like Gatlinburg. I run into people everywhere. It is kind of surreal when you travel hours from home and people recognize the logo on my hat,” said Jason Earl Gator Howard, who helps man the store.

Gator – actually his real name – credits much of the store’s success to the simple fact it is much more than just a store. Yes, Tackle BOX stocks everything a fisherman needs, whether it is starter gear for the beginner or everything you need for competition fishing, but the real hook is everyone there is ready to help with advice or to just chat and share stories.

“There’s good fishing stories always told here. It is to the point that we have people here to just help talk to customers. They don’t run the register, but they can answer just about any fishing question. Everyone hangs out, tells fishing stories – and lies (every good fishing story has a lie in it somewhere),” Gator said. “One of our biggest draws is our atmosphere. Good Southern hospitality. New customers can come in, we tell them where to fish. You are going to get good advice in the Tackle BOX.”

That perfect combination of great merchandise selection and sense of community have helped the store stay on top of its game, but Gator is quick to point out those are not the only factors that contribute to the Tackle BOX’s success.

The store originally opened in the late 1970s or early 1980s across Main Street in Oxford from its current location. The Main Olive and the law office for Baxley Maniscalco occupy the old building now, and the Tackle BOX has its own building and parking lot next door which can accommodate larger vehicles and boat trailers.

Owner Michael Pickette bought the business from the original owners around 12 years ago and oversaw the move to its new facility.

Gator also gives a lot of credit to Oxford for all the effort the city has put into revitalizing its historic downtown area with better parking, sidewalks and lighting – all of which help bring in more business, not only to the Tackle BOX, but also to the other shops and restaurants there.

“The city as a whole made an effort to redo all of downtown. Got rid of power poles everywhere, put in new sidewalks. They close the downtown for Oxfordfest in October.” All of which makes a big difference, he said.

Even though the Tackle BOX is not located on any specific body of water, it is only 15 to 30 minutes from many of the main regional fishing spots along the Coosa River and its tributaries, most notably Logan Martin and Neely Henry lakes.

“In under an hour or so, you can move from one great fishing location to another,” Gator said.

As successful as the business has been since it opened, the past half decade has seen the popularity of fishing, especially competitive fishing, explode.

Gator says a big part of that is the expansion of competition fishing teams in schools, both in grade schools and in colleges.

Tackle BOX helps local high school teams by giving special discounts to groups who display the business’s logo on their gear.

“We sponsor almost all the local high schools here in Calhoun County, and they get discounts when they come in.”

Gator touts competition fishing as one of the best ways to get an athletic scholarship to a college or university. “One of the biggest things driving fishing these days is the school teams. There are a lot of college scholarship opportunities for students. That is especially true for girls looking for a fishing scholarship.”

Gator said the COVID lockdown was also another driving force behind the growth of their business.

“COVID was a terrible ordeal. We are still living with it today and are learning to cope. But it was phenomenal for the fishing industry everywhere, not just us. We were told to socially distance, not gather indoors, get out and get some fresh air,” and fishing was an obvious way to do just that, he said.

“People who had never fished before came in, bought rods and reels and started fishing. They still come in today.”

You can see the growing popularity of the sport all over Alabama.

“All the cities like Gadsden, Southside, Lincoln, Pell City and Riverside are upgrading their boat ramps and parks, hosting big fishing tournaments and boat shows,” all of which are great for the businesses around the lakes, he said. “We have even found new brands for our store from some of those shows.”

As an added bonus, the attention to fishing helps raise awareness for preserving the waterways in the area. “That environmental focus, especially restocking lakes, helps make the fishing better,” he said.

Tackle BOX carries a wide range of well-known brands like ZOOM and YETI – they even do some consignment sales on used gear for customers. But they take particular pride in stocking equipment from companies with local Alabama ties – companies like Reaction Innovations out of Alabaster, and NetBait, which started in Greenville. Gator was quick to show off one of the rods from MMA Fishing, another local company.

As the sport continues to grow, so does business for the Tackle BOX, and that is keeping Gator and the rest of the staff and help busy. He would not have it any other way.

“It is one thing to know about fishing, but you have to have a passion for fishing, for the outdoors and for conservation. I am lucky. A lot of people dread coming to work every day. I love coming to work here and getting to talk about fishing all day.”