Reel Talk
Paul Hakala’s new store offers something for fishermen of all abilities
By: Liz Hilfrank
Tucked away from the crowds and traffic of Circuit Avenue, Keep It Reel sits just outside the center of Oaks Bluffs. Looking out onto a sail boat spotted harbor, the view from the store only adds its ocean asthetic. Walk in and you’re more likely than not to find owner Paul Hakala behind the desk, offering his fishing expertise to everyone who walks in. Opening just this past May, Hakala has converted a simple bait and tackle shop to encompass all the aspects he loves about fishing. Through his new ownership, Hakala is able to help others find their passion for water activities.
TW: How did you come to open Keep it Reel?
PH: I came to the Vineyard 25 years ago and used to work in what is now Stop & Shop over in Edgartown. Then, I opened the Depot Market. I’ve always been in the food retail business. Once my son graduated high school, my wife and I decided that we wanted to go somewhere else for the winter and do something seasonally. So, I sold the market to my oldest daughter. But I was used to 70 hour work weeks, and I was getting bored not working, so I bought this store from the previous owner. He had offered it to me the year prior but I wasn’t ready yet.
TW: How’s your first season been going?
PH: It’s great. It’s nice to be able to operate the whole place just as one person. It’s much less hectic.
TW: Is there a certain product people come in for most?
PH: A lot of people come in for the squid bait. But I like when they come in and look around and see what has changed since I took over.
TW: And what new things have been added?
PH: The previous owner’s wife used to make candles, so there was a whole area for those. Now, that’s where the life vests and paddles are for kayak and paddle board rentals. I love to kayak and fish, so it just goes together.
TW: What would you say is the number one perk to people coming to your store?
PH: That 90% of the time, you’re going to be speaking with the owner. It’s not like a big store where you could get any random worker, it’s much more personal.
TW: What do you like best about your new ownership?
PH: I like helping people get started. Often, like the woman who was just here, a kid comes in wanting to fish for the first time, and the parent has no idea what to do. So, I like teaching them.
It’s also something new. I learn new things everyday. Since I’ve always been in food retail, this is something completely different with different challenges. I love to fish, and I can share that with people here.
