Laguna Beach Collector Fishes for Antique Lures

Steve Johnson believes that finding a turn-of-the-century fishing lure is what life is all about.

In fact, if it happens to be a one-of-a-kind wood minnow or frog lure or plug, there may be no greater happiness for Johnson.

Well, maybe fishing. Maybe.

The real excitement in his life these days is the discovery, identification and appraisal of lures and other items such as rods and reels, says the graduate of the University of Texas who earned his master’s degree in finance at Michigan State University.

“I’m looking for fishing tackle all the time,” says Johnson, who often travels long distances--usually as part of a fishing trip--to discover new accessories for his colorful collection.

In one recent outing, he fished for yellowtail in Mexican waters and brown trout from mountain streams in the Sierra.

Most of what he catches is returned to the water. “What I do keep, I eat,” he says.

Actually, with fishing tackle becoming a hot collectible in the past 10 years, Johnson says, it is becoming increasingly difficult to land a good lure.

“There is a collectible group of people around the country looking for this stuff,” he says.

The competition is steep, he notes, pointing out that there are 3,000 members in the National Fishing Lures Collectors Club, headquartered in Michigan, most looking for the same rare fishing accessories.

“I love to look in old tackle boxes and attend garage sales, but so are the other collectors,” says Johnson, an executive at a health-care advertising agency. “I keep looking all the time.”

Collecting has become so widespread that most “finds” are made by trading with other club members.

“I’d say that 99% of the plugs and lures owned by other than members, who are collectors, have very little value, maybe a dollar or two,” says Johnson.

On the other hand, “some really rare lures are worth as much as $10,000,” he claims.

Johnson’s interest in fishing tackle began as a youngster when his sportsmen father and grandfather would take him along on fishing outings.

“I remember the lures were so colorful, and I really became attached to some of them,” he says. “Later, I also found there was historical significance to many of them.”

His research shows that James Heddon, a businessman in Michigan, developed and patented the first wood plug in 1896.

“My wife (Margaret) once saw me talking so intently with a doctor it looked as if we were talking about nuclear fission,” he recalls. “We were discussing lures.”

Some of the colorful plugs in his collection are shaped like mice, frogs, baby ducks and minnows, all made from old lumber.

His collection takes up a room in his Laguna Beach home, and Johnson is often asked by various groups to exhibit the tackle. He has displayed his collection many times at the Balboa Yacht Club.

There is one major reason for the popularity of collecting fishing tackle, he says.

“Fishing is the largest participation sport in the United States--more than baseball, bowling or whatever,” he claims.

Fishing and collecting are in total contrast to Johnson’s professional work.

“I get to focus on something totally different,” he says. “Right now, I enjoy researching the history of early fishermen and how they tried to build a better lure, sort of like someone trying to build a better mousetrap.”