From dead-end to gateway: Bass Pro Way boosting access to shopping and more

What began as a dead-end road behind an empty field in Tyler will soon become a vital connection for shoppers, visitors and future opportunities.

On Wednesday, Aug. 13, the City Council approved a contract with Fritcher Construction for $1,176,983.40 to extend and rename Settlers Landing Drive to Bass Pro Way, creating a direct link between South Broadway Avenue, Cumberland Village and Centennial Drive.

The extension will provide smoother access to the new Bass Pro Shops, which opened its 77,000-square-foot store on Market Square Boulevard in April 2025. It will also connect drivers to other destinations in the busy Village at Cumberland Park area.

The project also includes extending Centennial Parkway from the future Bass Pro Way (Settlers Landing) to 350 feet south of a City-owned property, providing an additional route for vehicles in the area.

"This project not only improves traffic flow and makes shopping easier, but it gives us access to areas that could be important in the years to come," said City Engineer Darin Jennings. "It's a win for traffic flow, a win for our local economy and a win for the people who live here."

Construction for Bass Pro Way is anticipated to be completed in six months.

The project is funded through the Half Cent Sales Tax Fund for the roadway extension, Tyler Water Utilities for water and sanitary sewer infrastructure, and an escrow account from the Wayfare at Cumberland Park housing addition for the Centennial Parkway extension.

The Bass Pro Way extension stems from a 2024 agreement between the Tyler City Council and Bass Pro Outdoor World, LLC, which brought the national outdoor gear retailer to Tyler. As part of the agreement, Bass Pro will receive a sales tax rebate if it meets performance goals, including $22 million in sales during its first year and 2% annual sales growth for seven years, with the rebate capped at $1.5 million. The agreement also provided $1.7 million from the Half Cent Sales Tax Fund for road access improvements.

Bass Pro invested millions in the Tyler store and committed to creating 90 new permanent jobs with an average salary of $45,000.