After eight months of dedicated work, Red Cedar Fly Fishing is proud to open the doors to our newly renovated fly shop—located right in the heart of downtown Menomonie, directly across the street from the beautiful green waters of Lake Menomin.

The building, once a Philips 76 gas station that closed in the late 1970s, had since sat untouched and used only for storage. What was once a dilapidated garage with peeling cinderblock walls and crumbling stucco has been completely transformed. Owner Jeff Frawley, with the help of a few close friends, took the renovation head-on—stripping the space down to four bare walls and a ceiling and rebuilding it from the ground up.

New siding now covers the original exterior, and new windows and a custom garage door bring natural light and charm to the space. Inside, the fly shop features hardwood floors, handcrafted woodwork, and custom retail displays that reflect a modern yet rustic aesthetic—an atmosphere that perfectly aligns with Red Cedar Fly Fishing’s identity.

Every inch of the small space was intentionally designed to maximize functionality without sacrificing style. The shop now includes a fully ADA-compliant bathroom, and every detail, right down to the flies epoxied into the hardwood floor knots, was thoughtfully crafted to bring the space to life.

This shop is more than just a retail space; it's a reflection of the passion, creativity, and grit that fuel Red Cedar Fly Fishing. We can’t wait for you to stop in, talk flies, and experience it for yourself.