River Rock Inn & Bait Shop


River Rock Inn & Bait Shop is located in beautiful Ashland, Wisconsin, just across the road from Lake Superior’s majestic Chequamegon Bay and features gorgeous views of the water and some of the Apostle Islands.

Our bait shop offers everything needed for a successful trip out on the lake, stream, or ice.  We offer live bait, quality fishing rods and a large selection of tackle featuring brands such as Rapala, Storm, Clam, Berkley, Mepps, just to name a few. In the off chance we don’t carry what you’re looking for, we’d be happy to order it for you. Our friendly and experienced staff are always eager to help answer your questions and update you on local fishing patterns and hot baits.

Make sure to check out our featured local art, jewelry, gifts, and more. We have River Rock branded apparel including sweatshirts, tee shirts, and hats.  We carry locally made food such as wild rice, maple syrup, honey, and others.

We are an authorized dealer of Costa Del Mar sunglasses and offer the largest selection in the Chequamegon Bay Area.

One of the most popular products we carry is our fresh, frozen, and smoked fish. We carry whitefish, lake trout, salmon, and other delicious species when in season. Our frozen selection includes a variety of other types of seafood depending on season such as scallops, shrimp, and other species of fish.