Bait Box on the Rock reopens, new location

Bait Box on the Rock, a company offering fishing and water recreational services, has relocated and will be reopening in August, according to information supplied by the Fort Atkinson Area Chamber of Commerce. 

Formerly known as Rock River Bail Box, the company moved within Fort Atkinson from its east side Rock River Road address to a new west side location: 1240 Riverside Dr. The location was formerly the home of L&L Auto, according to the release. 

A celebratory reopening and open house will be held Friday, Aug. 12, from 11 a.m. to 4 p.m.  

“Celebrity chef Shotgun Schafer from the Larry Smith show will be grilling, and professional fisherman Dale Halgeson will be conducting seminars. Shoppers in-store can save 10-25% during the event. Giveaways and raffles are scheduled hourly, and a DJ will be playing music all day. The Fort Atkinson Area Chamber will be hosting a Business After Hours at the same location that evening from 5 to 7 p.m. Area member businesses and their guests are invited to attend,” the release stated.  

Business owner Brian Huser said the bait shop moved after Jefferson County acquired his property earlier this year, according to the release. 

He noted that area fishermen and boaters have come to rely on him not only for a quality selection of bait, but also for his knowledge and selection of fishing gear, much of which will be discounted during the open house. 

The business has an in-house custom rod builder who also does rod and reel repair, the release stated. 

Additionally, the shop works with customers through special orders and rents kayaks and associated gear.  

“Staff is comprised of seasoned fishermen from the Fort Atkinson area who have grown up fishing the Rock River and Lake Koshkonong waters,” the release noted.  

For more information about the company, visit its website: www.rockbaitbox.com or call: 920-691-2602.