The Story
Some people like every National Park. Others visit baseball stadiums. Kendall Spence and his wife seek out mini golf when they’re on vacation. And each time they do, they question why there aren’t any great options in Dallas.
This sparked an idea – What if they brought the experience indoors and added cocktails to the mix? Just like that, the concept for Another Round was born.
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Evaluating the competitive space, they could only find a few similar concepts around the country, but none in Dallas, and none with the extra creative twist that they planned to offer. The key to their competitive advantage in the trending entertainment space is their ability to rotate in new creative concepts on a regular basis, providing returning guests with a new experience over and over again, eliminating the risk of becoming a novelty that loses its relevance and buzz over time.
To bring the concept to life, Spence partnered with a renowned architect, award-winning bartender, and an all-star GM to ensure that all aspects of the concept are best-in-class. Most importantly, the team will bring a passion for hospitality to the business, providing guests with a stellar first impression of their custom-crafted course design and first-class service.
The Opportunity
The experiential venue space is growing rapidly to serve a target market of young professionals, families, and tourists. The key to success in this space is providing a differentiated concept that allows guests to create and share memories.
For young professionals, Another Round will provide an alternative to nearby flavors like Top Golf, Bowl & Barrel, and Bowlounge. This demographic is constantly on the search for new experiences, and the creative backdrop of Another Round will give them unending reasons to come back.
Families in Dallas currently have surprisingly few indoor activity spaces, or family-friendly bars with contained outdoor spaces to let the little ones roam in a safe environment. With over 175,000 school-aged children in Dallas, this clientele is expected to make up a significant portion of Another Round’s guest.
Dallas receives 4.6M annual visitors to the city, including 750,000 alone for sporting events. The location of Another Round, just over 2 miles from downtown, will position them perfectly to be the most convenient local entertainment experience for droves of tourists looking for something that can only be found in Dallas.
Since announcing the project, Another Round has received early press and buzz from the likes of The Dallas Morning News, Eater Dallas, and CultureMap Dallas.
Business Operations
A feature of the business model is that the bar can be visited without playing a game of mini golf. This is critical because a significant portion of revenues are projected to come from alcohol sales. By creating a standalone bar and patio whose business is not dependent on game play, Another Round can capture additional customers in addition to those seeking a round of mini golf. A thoughtfully designed bar layout creates an efficient system for serving drinks to both the golfers and the patrons of the adjacent outdoor patio.
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Private bookings are going to be a key driver of business for Another Round – with private events, company happy hours, and team building events available in 4- and 8-hour blocks of time
The team assembled for Another Round was carefully curated to provide expertise in all necessary areas of the business. Spence brings experience managing teams, managing a P&L, and working in customer satisfaction. To provide superior food & beverage offerings, Spence has brought in one of Dallas’ most renowned bartenders to create the beverage program, and a local favorite meat purveyor, Cooper’s Meat Market, to provide a food menu with an outsourced model, saving significant costs by not operating a kitchen. To manage operations, Another Round is bringing in Brad Ruby, a GM with over 20 years of experience operating food and entertainment businesses.
The Menu
The bar, designed by a multi-year Dallas “Bartender of the Year”, will feature a fine-tuned layout to make service efficient for patrons enjoying his golf-themed cocktails. Considered a “liquid architect” because of the technical craft that goes into his creations, their bar consultant has extensive experience in both service and operations, recently opening up a prominent downtown hotel with five unique bar concepts.
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Cooper’s Meat Market will provide the food from their location just down the block from Another Round. As the majority of Cooper’s business is focused on catering, their kitchen is already well-suited to provide quality bites to their new neighbors. Cooper’s is known for serving an array of delicious menu items, from finger foods to full meals, all using the highest quality ingredients.
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Revenue Streams
Revenues will be driven by mini golf as well as food and alcohol, and private events.
- Mini golf
- Food
- Bar
- Private events
The Atmosphere
The charm of Another Round will lay in its interactive and creative atmosphere. The mini golf course itself will be designed and built by architect and designer Patrick Craine, and will feature elevated “islands”, each with a carefully curated design based on a rotating theme. The first theme, “Oak Cliff Country Club”, is a tongue-in-cheek nod to a grunge country club atmosphere. To compliment the theme of a country-club, rentable storage lockers will be available for “members” to store their purchased alcohol. It is thoughtfully designed service touches like this that will make Another Round a memorable experience for first-time visitors and regulars alike.
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The building that will house Another Round is a renovated warehouse designed by architect Lake Flato, a former American Institute of Architects “Firm of the Year”. The property features both an indoor and outdoor space, each measuring approximately 5,000 sq ft. with a seating capacity of over 50 for each of the separate but connected spaces.
