Neon Live Bait and Tackle sign, Hayward, Wisconsin

Photos from Terrence Moore’s portfolio at

This sign (above) for a vintage fishing tackle shop is in Hayward, Wisconsin, along U.S. Highway 63. The route runs north from Louisiana and terminates just shy of the Wisconsin town of Ashland, located along Lake Superior.

Fishing is big business in Hayward, with anglers often visiting local attractions like the Freshwater Fishing Hall of Fame and “Big Muskie,” the world’s largest fiberglass sculpture measuring 143 feet long and four stories tall. During the holiday season, the museum displays Santa and his reindeer in the fish’s mouth (below), which doubles as an observation deck.

One set of my grandparents was raised nearby, including my grandfather, who grew up in a logging camp. Bob Dylan’s Highway 61 Revisited is on the stereo when I visit the area since U.S. Highway 63 is occasionally contiguous with it. Locally the route is called the Gaylord Nelson Highway, for the former U.S. Senator from Wisconsin who founded Earth Day in 1970.

Giant fish at the Freshwater Fishing Hall of Fame, Hayward, Wisconsin

There’s more! To read the rest of this article, members are invited to log in. Not a member? We invite you to join. This article originally appeared in the SCA Journal, Spring 2023, Vol. 41, No. 1. The SCA Journal is a semi-annual publication and a member benefit of the Society for Commercial Archeology.

More Articles Join the SCA