Virg’s Fish'n in Morro Bay was founded in 1954 By Virgil and Freida Moores with the sportfishing vessel “Lady Jane”.  Virg came to Morro Bay from Newport Beach bringing the concept of "live bait" fishing with him.

  There were several other fishing landings in Morro Bay at the time and competition was fierce. 

Virg's ran the first Albacore trip using live bait in September 1954 with 5 anglers catching 22 Albacore weighing up to 45 pounds.  The difference of using live bait brought fishermen over from the Central Valley to catch Albacore, Salmon and the abundant Rockfish that inhabit the waters around Morro Bay.  Live bait had changed the face of fishing in Morro Bay and boats from Southern California began to come up just to fish the Albacore season out of Virg's.

The Morro Bay “tackle shack” was replaced by a store with offices in 1964 and to this day you can still see “Virg & Frieda ‘64” stamped in the concrete by the back door.  In 1970, Virg opened a second location in San Simeon with his daughter Sharon and her family living in a trailer to help run the new operation.

The "Billy Boy" arrived in 1968 to replace the "Uranus" as Virg's live bait boat.  Salmon fishing on the Central Coast thrived during this time.  Often a boat would run 2 to 3 trips a day and catch Salmon right outside the harbor entrance.  

The Morro Bay waterfront transformed during albacore season into an old west style boom town.   The foggy nights were filled with “electricity” and the smell of fresh fish.  By 1973 Virg was joined by his daughter Sharon and his other daughter Gail in 1976 and business was good.   By the 1980 Virg’s health from years of hard work began to catch up. Virg died in 1985 and left the business in the hands of his daughter Sharon and her family.

Virg's grandson, Darby Neil, grew up in the business following his grandfather around and learned the business at an early age.  He loved fishing and anything to do with the ocean. Darby began running dive charters with the Princess until 1997.  In 1998 the large albacore  began coming in and so close to shore that even the rock cod boats we picking them up!  It was beginning to look like the boom times were back.  

Virg's continues to catch large numbers of a variety of shallow and deep water species. There is an abundance of fish in our area that has made sportfishing a great way to spend a day on the water!

Virg's Landing still remains as an icon to sport fishing here in Morro Bay and a link from the past to our ever changing future.  We are committed to giving everybody the best possible chance to have a great time out on the ocean!

This picture is of Virgil and Frieda Moores.  It is a reflection of times past on the waterfront in Morro Bay.  This couple revolutionized the sportfishing business on the Central Coast.