“Well, one thing led to another, and here we are.” And Johnny seconds that fact. “He told me he paid $5 an acre for that land when he bought it in the 1940s, but he sure didn’t sell it to me for that,” Johnny says, laughing. “One time I was on a float trip with my father, and when I went to get our truck, I cut across a field. What were they really like?’”. “We watched the first water come up over the dam. Today, Big Cedar is fully equipped for families with first-class rooms, cabins and lodges, fine dining restaurants, spa services, swimming pools, golf courses and, of course, an unbeatable lake-front setting. In the eyes of most sports fans and athletes, you start out at a deficit, the assumption being that you don't know your stuff. According to Forbes, Morris has a net worth of $4.1 billion. According to Katie Mitchell, the communications manager for Bass Pro Shops Group, it’s also among the top tourist destinations in Missouri and one of the most popular outdoor retailers in the world. Jeanie bought Johnny a new leather wallet as a gift when the two spent their first Christmas together. It was a hit, becoming popular for anglers who visited on their way to 417-land lakes, and they began calling Johnny even after they returned home to ask him to send them some of his specialized gear. When you lump Dogwood Canyon with Big Cedar Lodge and Johnny’s newest property, Top of the Rock, the three greatly contribute to southwest Missouri’s tourism and, in turn, economic health. Fast forward five decades, and now Johnny is the owner of Bass Pro Shops, Tracker Boats, Big Cedar Lodge, Integrity Hills, Dogwood Canyon Nature Park and—his most recent creation—Top of the Rock. “John was a bachelor, and he stayed busy fishing and building his business.” But as busy as he may have been, he still took time to take Jeanie on some unforgettable dates that she still laughs about. Johnny Morris Bio, Family. After 10 years as a wide receiver, he left the team to … “We had a collection over at Dogwood, but then the building burned down, and we lost them. Since then, Johnny has earned a reputation as one of the most visionary and influential retailers of the last 50 years. “We feel extremely fortunate that Johnny Morris has chosen to build some of his signature properties on Table Rock Lake,” she says. This is in the middle of nowhere, and every building has a different architecture.’” Not sure why Johnny was so intrigued by the land, Jeanie asked him what they’d do to it. “Well, he carried it for about two months, and then he goes, ‘Hon, can I get my old wallet back?’” Now, 32 years later, Johnny still carries that same Velcro wallet. “When I was about 10 years old, I went to the opening of Table Rock Dam with my grandfather,” Johnny says. In fact, he’s had a part in nearly every other feature at every single building of Top of the Rock, including finding many of the artworks, artifacts and thousands of arrowheads displayed in the Ancient Ozarks Natural History Museum. A lot of our favorite places on the river went away, but it created a whole new fishery.” As he grew through high school and college, so did his love of the sport. But back in 1982, just as Johnny was in the thick of growing … “He loves doing that stuff.” And to help capture the most scenic views possible, he also personally located each structure and approved every view from every window. “When the original Top of the Rock closed after the fire, the chef said, ‘Well, we really need a whole new kitchen,’” Jeanie says. “It got to me. He lives with his family in Springfield, Missouri. He has four children with her. “I try as best as I can to keep things calm and comfortable for him, because his life is busy and can be crazy at times,” Jeanie says. Johnny Morris’ but quickly made it clear she wasn’t just a football player’s wife. “He was the president of Hard Work U—College of the Ozarks.” Johnny and Dr. Clark became dear friends. Publicity Listings 417-883-7417 | Since then, the company  has grown exponentially, and Bass Pro Shops has even been named one of the Top 10 Hottest Brands in America along with M&Ms, iPad, Droid and others by Advertising Age magazine. “They owned 243 acres where Top of the Rock is.”, The nature enthusiast in Johnny loved the idea of owning the property, which sits at the highest point in Taney County and commands a bluff overlooking the ruggedly serene Ozark Mountains and Table Rock Lake. You have to prove yourself at every turn and earn their respect. (Editor's Note: Bass Pro Shops has acquired Cabela's since the publication of this article. “I think where Top of the Rock sits now—overlooking the lake—is one of the grandest views in the Ozarks,” Johnny says. We take a closer look at Top of the Rock, its impact on local tourism and the man who built it all: Johnny Morris. John Morris is founder and CEO of $6.5 billion (sales) outdoor gear retailer Bass Pro Shops. 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