Dale Morrell, founder and CEO of Morrell Targets, was a local mason in Alma, Arkansas, in 1986 when he had a unique idea for an archery target. Dale worked as a mason for the first three years of the business until Morrell became self-sufficient. His hard work paid off as almost 40 years later, Morrell Manufacturing, Inc. employs up to 100 people and has become one of the world’s leading archery target producers.
“We are one of the few larger companies still maintaining the family-owned and operated title,” Morrell said. “Our key employees have been with us from the beginning.”
After engaging in a sponsorship with the National Archery in the Schools Program and seeing the potential of investing in today’s youth, Morrell began to turn his efforts to youth archery. YOE, Youth Outdoor Education, was Morrell’s first attempt at developing youth archery. It is now known as Advanced Archery through Archers USA. Archers USA now offers Varsity Archery to high schools across the nation. Varsity Archery is the next step after NASP to bridge the gap between introductory and advanced archery. The organization is working with sponsors such as the ATA, Easton Foundation, Bass Pro, Cabela’s, USA Archery, and B3 Archery. The end goal is to prepare the archers to such an extent that they become comfortable with advanced equipment and their desire to pursue the sport grows to all archery disciplines, including hunting. Varsity Archery is currently in over 20 states and 296 schools and is still growing. Archers USA is preparing to hold a national tournament in the future.
At 55, Morrell began to fix his sights on writing. Since then, he has written two novels, “Archers” and “Archers 2, the Search.” Morrell is working on his third novel, “Archers-Robin,” which he converted into a screenplay for theatrical purposes. He has been working with accredited writers and producers for three years. After writing, rewriting, and polishing the screenplay, “Archers-Robin, the Movie,” was born. He is currently pursuing production and distribution contracts with companies like Disney, Netflix, Paramount, Lionsgate, and other production and distribution companies.
NASP and Varsity Archery will be introduced in this movie, significantly boosting ATA and the industry.
“I pledge to do everything in my power to assist our youth in everything they need to become accurate, lifelong archers,” Morrell said.