This is a great tackle shop. They have just about anything you could want for freshwater fishing. 

Not a specialist shop, but a damn fine general outfitter, with an amazing selection of live baits. (Lamprey eel anyone?) The employees are knowledgeable in fly fishing, as well as fishing for bass, trout, salmon, sturgeon, crappy, bluegill, catfish, and just about anything else you find between Nevada and Ocean Beach in SF.

They open at 4am for those last minute items before a great day of fishing, and they are very knowledgeable about the local "hotspots". If you come with questions about what kind of gear to buy, be sure to take notes, pay attention, and rest assured you can get a full setup pretty much regardless of your budget. (I saw many rods starting at $+-30, and going all the way up to $350. Same with reels.)

If you're in the area for fishing, you have to stop here. It may mean the difference between fish on, and fish tales.