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Jack Dennis is excited about his new operation at 70 S. King St. The store will offer guided fishing trips, tackle and a museum devoted to fly-fishing history. NEWS&GUIDE PHOTO / PRICE CHAMBERS

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Fly-fishing enthusiasts in Jackson are now seeing double. As in two Jack Dennis stores.

Dennis, Jackson Hole’s fly-fishing icon, opened a new store on the corner of King Street and Pearl Avenue last week. The rustic wooden building will sell retail supplies – including flies – offer guided fishing trips down the Snake River and give casting lessons at Teton Pines. A museum is also in the works for the second level of the new store, which will feature mementos such as flies and rods used by fly-fishing pioneer Bob Carmichael.

“All we’re trying to do is give people a place to meet and talk about fishing and get a few flies,” Dennis said.

Dennis retired from the retail business in October when he left the stores that bear his name on the Town Square and in Teton Village. His name remains on those shops, but Dennis no longer is a business partner there.

Dennis, 63, cited a conflict of interests among his business partners and his health as the main reasons to get out of the retail end of the business.

“Twenty-three years in retail is enough to kill any human being,” Dennis said. “I don’t care who you are.”

Dennis wouldn’t go into the specifics of his split with his former business partners but instead expressed excitement about his new shop.

“It’s a simple story,” he said. “We tried to settle the retirement for me but couldn’t get it done. Basically, we couldn’t get the payment we wanted for the use of my name.

“So, I have to have a way to make a living.”

Dennis, 63, spent the winter focusing his energy on his other love – producing high-quality movies. He has been introducing Blu-ray and high-definition DVDs for the outdoor retail outfitter Cabela’s. However, sales this winter were affected by the slumping economy.

“It was a tough winter,” Dennis said. “Trading people were not spending money.”

That being said, Dennis is optimistic about his new shop. He will work in the store periodically and hopes to share his wealth of fishing knowledge with the community.

“It’s really all about the people,” Dennis said. “I just want a place for my guides to work.”

Dennis brought with him to his new store many of his experienced guides from his old outfitter. That includes Bruce James, who runs the guide service at the new store, as well as Mark Fuller, Scott Smith and Dave Samuels, to name a few.

“I know everyone wants to make a big deal out of this,” Dennis said. “But it’s not. I’m just a guy trying to make a living.”