You walk into Bass Pro Shops at the Pyramid and the sheer scale hits you first. The building is a 32-story glass pyramid rising 110 meters above the Mississippi riverfront, and inside it feels less like a sporting goods store and more like a theme park built around fishing, hunting, and the outdoors. A 100,000-gallon aquarium dominates the atrium. Cypress trees and rock formations frame the interior landscape. The bass and catfish swimming in that tank are real, restocked regularly, and you can actually buy fish food at the checkout to feed them. This is not a typical big-box retailer experience. It's retail as spectacle, and it works.

Why this place matters

The Pyramid itself is a 1991 structure originally built as a sports and entertainment venue. When Bass Pro Shops took it over in 2015, they transformed it into the company's flagship destination store. It became a statement about Memphis as a tourist draw and a symbol of downtown riverfront revitalization. For travelers, it's a rare combination: a functional sporting goods retailer that's genuinely worth visiting for the architecture and experience alone, even if you're not shopping for fishing tackle.

Quick facts

• The pyramid stands 110 meters tall with 32 stories
• The central aquarium holds 100,000 gallons of water
• The store opened to the public in 2015
• A rooftop observation deck offers 360-degree views of Memphis and the river
• Free admission to the building and observation deck
• The store spans multiple levels with distinct departments and themed areas

Getting there

Bass Pro Shops at the Pyramid sits directly on the Memphis riverfront at 1 Bass Pro Drive, steps from Beale Street and the downtown core. If you're driving, paid parking is available in the lot adjacent to the building. Street parking near the riverfront fills quickly during peak hours. Public transit options are limited in Memphis, so a car or taxi is most practical if you're arriving from outside downtown. The walk from Beale Street is short, about five minutes on flat terrain along the river path.

The layout and experience

The building is organized vertically across multiple levels, so expect stairs and elevators. The main shopping floor occupies the lower levels with departments for fishing, hunting, camping, boating, and apparel spread throughout. Fishing tackle and gear dominate the ground level, with extensive inventory of rods, reels, lures, and live bait. The hunting section features firearms, ammunition, and outerwear on upper floors. A full-service restaurant, the Pyramid Restaurant, operates on a mid-level with views into the main atrium.

The observation deck is accessed by glass elevators that rise along the pyramid's interior wall. The ride itself is part of the attraction. On clear days, the view extends across Memphis to the horizon. The deck is climate-controlled and open to the public at no charge, though you'll pass through the store to reach the elevators. It's a popular photo spot, especially at sunset.

The aquarium is impossible to miss. It occupies a central position in the main atrium and serves as the building's focal point. You can watch the fish from multiple levels and angles. The surrounding rock formations and landscaping create a surprisingly convincing outdoor feel inside a 32-story building.

Main highlights

The observation deck is the primary draw for visitors without a shopping agenda. The 360-degree views are genuinely impressive, and the glass elevators add a thrill factor. On a clear day, you can see the Mississippi River in both directions and get a sense of Memphis's geography. The deck is less crowded in early morning and late afternoon.

The aquarium and the atrium design itself merit time. The water systems are maintained daily, and the scale of the space makes it memorable. Local schoolchildren visit regularly, so you'll often see organized groups during weekday mornings.

The Pyramid Restaurant offers a casual dining experience with views into the atrium. The menu focuses on American comfort food. It's a decent option if you're spending several hours in the building, though not a destination meal.

For actual shopping, Bass Pro Shops carries serious inventory. If you fish or hunt or camp, the selection is substantial. The live bait section is consistently stocked. The apparel ranges from high-end technical gear to casual wear. Prices tend toward mid-to-upscale for outdoor brands.

History and background

The pyramid structure was completed in 1991 as the Memphis Pyramid, originally designed as a multipurpose arena and entertainment venue. It hosted basketball games, concerts, and other events for roughly two decades. Declining attendance and changing entertainment trends led to vacancy and uncertainty about the building's future. In 2015, Bass Pro Shops parent company saw the iconic structure as a unique opportunity and signed a long-term lease. The transformation took several years. The company invested heavily in the interior design, the aquarium systems, and the retail layout. The reopening in 2015 marked a significant moment in Memphis downtown revitalization and brought the iconic pyramid back into active use.

Tickets and entry

Entry to the building is free. The observation deck is free and accessible to the public. No advance reservation is required, though you do navigate through the store to reach the elevators. The restaurant operates on a standard walk-in basis with typical restaurant pricing for casual dining. Shopping is unrestricted, and you're welcome to browse without purchase.

Best time to visit

Weekday mornings, especially Tuesday through Thursday before 11 am, are the quietest times. Weekends draw larger crowds, particularly families and tourists. School groups visit regularly on weekday mornings, which can add noise but also creates a lively atmosphere. Summer months see higher overall traffic. The observation deck offers different perspectives depending on light, so golden hour at sunset is popular for photography. Winter days with clear skies provide the best visibility from the deck. Avoid visiting during large sporting events or concerts if you prefer a quieter experience, as the surrounding area fills with visitors.

Photography tips

The exterior pyramid is photogenic from the riverfront parks and walking paths. Early morning light from the east or late afternoon light from the west flatters the glass facade. The observation deck offers opportunities for skyline shots and river views, though the glass can create reflections if you're not careful with your angle. Interior shots of the atrium and aquarium work best in the mid-morning when natural light fills the space without harsh shadows. The glass elevators are a popular photography subject, so if you want an empty car for a shot, aim for early morning or very late afternoon.

Facilities and preparation

Restrooms are available on multiple levels throughout the building. The restaurant offers table seating and a casual ordering area. Water fountains are present. The building is fully climate-controlled and accessible via elevators for mobility concerns. Stroller access is feasible on main shopping floors, though navigating the narrower aisles of specialty departments can be tight. Free WiFi is available throughout. Cell service is generally strong. The observation deck is wheelchair accessible via elevators. The building can get crowded, particularly around the atrium and elevators, so plan for slower movement during peak hours.

Combining with nearby attractions

The Pyramid sits at the gateway to downtown Memphis's riverfront district. Beale Street, the famous live music and entertainment corridor, is a five-minute walk away. The Mississippi River itself is immediately adjacent, with parks and walking paths along the waterfront. The National Civil Rights Museum is roughly 15 minutes walking distance northeast. Shelby Farms Park, a large urban park with hiking and water activities, is about 10 minutes drive away. The Memphis Rock n Roll Museum and Graceland are further afield but accessible by car in 15 to 30 minutes. Most visitors combine the Pyramid with a Beale Street visit and a riverfront stroll.

Sample visit plan

A reasonable visit takes 90 minutes to two hours. Start with the observation deck in the late afternoon to catch good light. Spend 20 to 30 minutes up top and allow 10 minutes for the elevator ride and queuing. Return to the main floor and spend 30 to 45 minutes exploring the atrium, the aquarium, and browsing departments that interest you. If you're hungry, grab lunch or an early dinner at the Pyramid Restaurant. If you're combining with Beale Street, exit the building and walk to the entertainment district, which is immediately adjacent. A half-day itinerary that includes the Pyramid, a Beale Street walk, and dinner works well as part of a larger Memphis visit.

Practical tips

• Use the restrooms on the main floor before heading to the observation deck; lines are shorter there
• The observation deck is most comfortable when the outdoor temperature is moderate; summer heat and winter cold can affect your time up top
• Bring a camera with a good lens if you're interested in skyline photography; phone cameras work but can struggle with glass reflections
• Parking in the lot fills during peak hours; consider parking on a nearby street or in a downtown garage and walking
• The restaurant serves standard casual fare; don't expect specialty outdoor or regional cuisine
• If you're shopping, bring a list; the store is large and easy to get turned around
• The live bait section requires a valid Tennessee fishing license if you plan to purchase; staff can point you toward licensing information

FAQ

Is there an admission fee to enter the building or the observation deck? No. Entry to Bass Pro Shops and the observation deck is completely free. You pay only if you shop or eat at the restaurant.

How long does it take to ride the glass elevators to the observation deck? The ride up takes about five to seven minutes depending on load. The view from the deck is worth the time, and you can spend as long as you like up top before riding back down.

Can you visit the observation deck without shopping? Yes. You walk through the store to reach the elevators, but there's no barrier preventing you from going straight to the elevator bank and up to the deck.

Is the Pyramid Restaurant good? It's serviceable. The main draw is the view and location, not the food. Expect casual American fare at mid-range pricing. It's convenient if you're hungry while spending time in the building, but not a destination restaurant.

Are there family activities or kids' attractions inside? The aquarium is popular with children. The observation deck appeals to kids, though younger children may need supervision near the glass. The store itself is not specifically designed for kids, though outdoor gear and camping equipment can be interesting to explore. There are no dedicated play areas or entertainment attractions beyond the building itself.