― Henry David Thoreau, Walden: Or, Life in the Woods
Turkey season in the South is taken very seriously for its limited annual hunting span within just a few short weeks of the calendar year. A man's exploration of the wild in the early morning hours in his hot pursuit of the game has long been a respectful endeavor that is understood among relationships; both business and personal. Women who grew up with their grandfathers, fathers, uncles and cousins prioritizing the hunt above all calls of duties, learn the significance and the virtue of patience in the men around them during these seasons.
This is the premise to a story about a man who feels the outdoor life calling him albeit land or sea. South of MaDi made an appointment earlier this Spring to meet the owner of Atlantic Coast Marine in Jacksonville and was beginning to worry that we had either been forgotten about or perhaps something else came up. As we sat in the showroom lobby of the boat dealership; just several hundred yards from the Intracoastal Waterway near Atlantic Beach, we took in the environment of the interiors of teal green and blue shades on walls and hanging stuffed marlins while sifting through boat catalogs and brochures; surrounded by the wood columns and beams of the waiting area and the intercom system calls between the parts department and administration. Forty-five minutes later, Captain Brett Cannon, whips into his establishment like a wild hurricane, similar to the harsh windy gusts that were stirring off the coast simultaneously brewing up just outside the aluminum and glass storefront. Fully dressed from head to toe in camouflage, Cannon immediately apologizes for his tardiness and excuses himself to dress more appropriately for this casual meeting. He returns with a polo with his company logo and a baseball cap, but keeps the camo pants and hunting boots on. This is where the two worlds collide, a man who loves the hunt of the land just about as much as he loves the hunt of the sea.
Entering into his office, we are greeted by the hardwood floors and pine furniture and the combination of taxidermy and sketch work of birds, fish and a charcoal drawing of a Labrador that Capt. Cannon drew himself. With a deep breath and an ease into his leather executive desk chair, Cannon slowly shifts from his adventurous early morning tales into interview mode with South of MaDi's inquisitions.
Cannon's journey from a boy who loved to fish into ownership of a boat dealership began a few decades ago as a child growing up in Texas and Georgia. "I always loved being on the water, fishing every day and I have always been a good fisherman. That passion followed me." His earliest memory of fishing and boating was in salt water at Shellman's Bluff as a 9-year old, as well as, fishing near his childhood home in Augusta and travels to Hilton Head. He prefers the salt water fishing over freshwater because of the diversity of species...and you never know what you are going to fish out.
His call to become a captain came about in the mid 1990's resulting from graduating sea school in St. Augustine, after his family relocated to Jacksonville. Cannon began fishing in local tournaments and becoming successful in doing so. He also attended ABAC in Tifton, Georgia earning a degree in Forestry and working as a timber consultant for the St. Joe Company. In 1998, he started CBC Fishing Adventures in Jacksonville which eventually led to him owning Cannon Bait & Tackle and later co-founding Cannon Marine Partners, along with his father, Carl. In 2006, both men took over ownership of a 70-year old building, once known as Lovett's Bait & Tackle, which in its present day is called Atlantic Coast Marine.
Northeast Florida offers such a plethora of boating opportunities for boaters and fisherman, which is why Captain Brett Cannon calls Jacksonville his home. "I like the amount of water here and being surrounded by water. It still has a small time feel here and I'm 30 minutes away from hunting turkey." South of MaDi wanted to ask Capt. Cannon how he has seen this industry change over the course of the years since he was a young man, specifically as the economy has taken such a hit. Cannon states, "After the purchase of the dealership in 2006, which was the highest point in the boating market, 2008 and 2009 took its toll on the boating industry with revenue cut in half and a dozen local boat dealerships going out of business. Everything is up against gas money and fishing regulations trying to kill a generation of fisherman." Cannon is trying to push the next generation of boating and fishing lovers, regardless of strict government regulations.
"I really enjoy people who are new to boating. I love the service side of the business, for we have a great service department. I like to see a smile on the faces of purchasers when they leave here after they have bought a boat," Cannon replies with enthusiasm. He doesn't often charter boats like he once did, but he will offer to take a customer out on the water to test out the boating equipment and getting accustomed to their new boating vehicle. "Every boat I sell is a customer for life" he adds.
When he isn't selling boats, Cannon is hunting, fishing or doing anything outdoors. He also enjoys black and white pencil art and spending time with his wife, Brooks and daughter, Grier. His goals are to fish three days a week and work three days a week and continue the business and to build revenue.
As one who truly savors the business of boating, he hopes to carry the legacy on to his family while passing on the continued service to the local community, to Northeast Florida visitors and to a new generation of young, eager fisherman and boaters alike who share his love of the water. Whether he is in the wild on the hunt for the perfect game or assisting a customer in the hunt for that perfect boat; where land and sea merge in the great outdoors is where you will always find the delightful Captain Brett Cannon.
Please visit Atlantic Coast Marine at www.atlanticcoastmarine.com and on Facebook.
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