Dalton Gang/ Heartland Bait Shop Catching Sportsmen's Supply Market

Good Sports: Brian Dalton and Mike Williams stand among the many items in their sportsmen’s supply store. “I love coming down here,” said Williams. “I’ve got to work all weekend and I’ve been working all week, but it doesn’t bother me because this is something I love to do.”

Lacking a sportsmen’s supply store for a few years in the sweet spot of Kansas where fishing and hunting flourish as dominant recreational pastimes, two local construction company owners decided to combine forces and change that equation. Brian Dalton and Mike Williams opened Dalton Gang Hideout/Heartland Bait and Supply, 23rd Street and Washington, last September. So far so good for the construction chiefs who have turned sportsmen’s suppliers.

“The bait business has been phenomenal,” said Williams. “Last winter, for just starting, I think we did rather well. We sold a lot of guns, a lot of shotgun shells and a lot of hunting supplies in general. We were not prepared. They basically ran us out the first night, so it will be here again Sept. 1 and we’ll be more prepared this year.”

Dalton, owner of Dalton Gang Construction, is the expert hunting-equipment supplier, Williams, owner of M&S Services, knows fishing tackle, equipment and bait. Together, they form the tandem that operates the store on a part-time basis, along with the help of a highschooler.

We’ve combined forces,” explained Williams. “When we make money, it doesn’t go out of here. We basically put it back in so we can buy more inventory and keep expanding.”

The origins of the store began in March 2007 when Williams partnered with his brother, who is battling illness, to form Heartland Bait & Supply. When Williams’ brother could no longer continue operating the business because of health problems, Williams joined Dalton to keep the bait shop in business.

Heartland started on the right track because Williams received equipment from Doug …, former owner of Marshland. Williams said he owes the success of his bait shop to  ….. for donating start-up equipment.

“If it wouldn’t have been for Doug Harter (former owner of Marshland Enterprises LLC), there would be no Heartland Bait,” said Williams. “There would be no way you could have live bait in a facility like this because it would be too smelly. With the expensive closed system, he basically just gave it to me. He said, ‘I wish somebody would have been around to help me, I’m going to make sure I help you.’ That was an awesome gesture on his part.”

Hours of operation for Dalton Gang/Heartland are Monday-Friday, noon to 8 p.m.; Saturday, 8 a.m. to 5 p.m. and Sunday, 8 a.m. to 3 p.m. Besides purchasing bait and tackle, the store buys, sells and trades guns and rifles, sells ammunition and accessories, including archery equipment, sells licenses and camping permits, and even sells paintball equipment. During off hours, either Dalton or Williams are available to help fishermen and hunters by calling 620-796-4401.

“I’ve had guys call from as far away as Ness City and tell me, I’m on my way and I’m able to meet them here when they arrive,” said Williams.

It’s convenience and customer service that brings people to Dalton Gang/Heartland Bait initially, and what keeps them coming back.

“Here, they can drive right up to the door, get a dozen worms and be on their way,” said Williams.

But what about those times when the store doesn’t stock certain items? Then it’s only a three day wait from the day customers order, said Dalton.

“We don’t have all the things that a discount store selling hunting and fishing merchandise has, but we can get it and we can keep getting it in,” said Williams. “That’s the key. Once discount stores are out, they are out for the season. If we don’t have it in stock, within three days we can have it here, and that’s anytime throughout the year.”

Heartland Bait is also known this time of year for providing advice about where the best fishing places are currently. Because of high gasoline prices, more people are staying close to home to fish, said Williams.

“As long as it’s not a private place, I try to share that with the customers,” explained Williams. “There is a difference this year. Last year, I was selling a lot of bait going to Wilson. Gasoline was $1 cheaper a gallon than last year at this time. This year, I’m seeing people going within 20 miles of Great Bend, but they are still going fishing and there’s good fishing around here right now. Guys come in from catching 12-pound fish, five-pound fish, you name it. There’s plenty of water in the bottoms and the area and there’s great fishing going on in the sand pits.”

Even with the early success of Dalton Gang/Heartland Bait, neither construction-business owner is ready to quit his day job, at least not for another nine months.

“I really think Great Bend is wide open for a sportsmen’s supply store,” said Williams. “With the Bottoms and Quivira full of water and with advertising of the Scenic Byway, this seems to be a perfect time to support a business like ours. Right now, we’re going to leave it where it is, go through another hunting season and then next spring, evaluate what we need to do.”