The Rusty Hook is your one-stop tackle shop for all your fishing needs. From local to long range.
We have a wide range of saltwater tackle and a growing freshwater selection. California fishing and hunting licenses. We feature Calstar, Seeker, G. Loomis, Shimano, Phenix, United Composites, and Daiwa rods. Avet, Accurate, Shimano, Daiwa, Abu-Garcia, Penn, and Okuma reels. Experienced personnel and friendly service. Rod and Reel repair. Frozen and Live Bait. We also build quality custom fishing rods. We carry parts for Penn, Daiwa, and Shimano Reels. Rod Building components.
Keywords: Calstar, Shimano, Daiwa, Okuma, G. Loomis, Avet, Accurate, Abu-Garcia, Tady, Kicker, Iron Man, Salas, Sumo, Owner, BioEdge, Fishworks, Fish & Fame, Los Anglers, Seaguar, Yo-Zuri, Blackwater, Power Pro, Izorline, Jinkai, P-Line, Berkley, Promar, Caught in Flight, Muck Boot, Xtra-Tuff, SKB, Mark Pack, Penn, Mustad, Eagle Claw, Owner Hooks, Sinkers, Fishing, Rod Blanks, Lures, Iron Jigs, Fishing wear.
Interview Q&A
How long have you been in business?
The Rusty Hook has been in the same location since 1978. Originally opened by Jerome and Sharon Rilling.
What is your primary product or service?
We deal mostly in Salt Water fishing tackle, but we do have a fair amount of Fresh Water tackle. Local knowledge and sound advice from years on the water. Fine Custom fishing rods made to your specifications.
How did you first become interested in your line of business? (if owner) - What is your background? (If owner or store manager)
I had a great love for fishing as a kid. Spending many summer vacations fishing in the High Sierras with my family. Around the age of 10, we fished the skiffs in King Harbor for bonito and I was hooked on saltwater. I moved up to barge fishing, then half-day party boats. Eventually fishing on 3/4 day and overnight trips. I could not afford to buy a custom rod, so I started by re-building an old rod. Then started buying rod blanks and making my own custom rods. I was pretty good once I graduated high school. I met the Rillings in 1982 when a friend told me about The Rusty Hook in San Pedro. I shopped there for a few years, buying blanks and components. I was attending CSULB at the time and did a lot of fishing in my spare time. After I graduated with my BA degree, I was looking for part time work. I showed Jerry one of my fishing rods, and he hired me to build store-label Calstar rods. After a few years, I was building most of the custom rods, fixing reels, and kind of managing the store (the Rillings were both police officers). In 1995, Jerry was looking to sell the store and retire. I scraped all my savings together, borrowed some money from my father and bought The Rusty Hook.
How do you differentiate yourself from other businesses in your category and area?
Experience. I have been fishing local waters along with several trips to Baja California, Mexico for over 40 years. I worked as a deckhand on the local party boats for a few years and have made about 30 long range trips of varying lengths out of San Diego. I have even done a little fishing in Jamaica, Japan, and the Palau Islands. I have been in the fishing tackle business for over 30 years. Many trends have come and gone. Some even came back.
How many locations do you have and do you have plans to expand?
I only have the one location. I do it all by myself now. Someday I would like to buy my own building in San Pedro and move the store there.
Provide detailed directions to your location
The Rusty Hook is located at the south end of the 110 freeway. The freeway ends on Gaffey Street. Continue south on Gaffey and be in the right lane. Turn right on Santa Cruz St. (where the El Pollo Loco is) and make a right into the driveway behind the building. If you cross 1st Street you went too far. Other landmarks are: the Der Weinerschnitzel is directly across Gaffey from The Rusty Hook and the Gaffey St. Diner is next door to us.
What type of payments do you accept?
We accept all major credit cards (Mastercard, Visa, Discover, and American Express) along with bank debit cards.
Which areas do you service?
Los Angeles south bay cities, Wilmington, and Long Beach.
Who owns your company or runs daily operations?
Alex Masumoto. I sweep the floors, clean the bathroom, tell tall fishing tales.
What are your hours of operation?
Summer Hours: 10:00 AM to 6:30 PM Tuesday - Friday, 9:00 AM to 6:30 PM Saturday, and 9:00 AM - 2:00 PM Sunday, closed on Monday.
Winter Hours: Same except we are closed on Sunday and Monday
What is the best compliment anyone can give you?
I will give you an honest opinion about what you need for you fishing trip and I will never oversell you. I keep abreast of what is going on and what tactics are working.
What is your favorite quote or Bible verse?
Buy the best and you will always be happy with it. Cry once.
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