Thanks for the help guys. I got it.

There is a "unidirectional" bushing inside this rascal that has to be flipped over. It requires much more disassembly of the reel than the other two reels I own. (It was an easy and obvious process with those other reels.) That bushing was gummed up on my reel and did not want to come out of its seat. I finally coaxed it out, flipped it over, and I'm good to go.

Tyler