With Madison Avenue possibly changing names and reopening in January as a bowling bar and restaurant, the owner held a public information session at the University Avenue bar Thursday offering new details on the proposed establishment.
Segredo will be based on a model currently operating in Brazil, Spain and Portugal. Michael Hierl, founder and president of Boutique Bowling and owner of the Segredo business, said reasonably priced food, four to six lanes of bowling, arcade-style games, target shooting and foosball, as well as both non-alcoholic and alcoholic drinks, will be offered.
Hierl said some proceeds will go to local charities such as Porchlight. Hierl, along with his partner, Ryan Dionne, also plan to partner with local industries to hold fundraisers.
The new Madison Avenue will also rent out rooms for private parties and corporate team building during the day. People underage will be able to rent out the Eight Track Retro Room and they will be allowed to have access to other areas of the establishment.
“We should integrate young adults who (are old enough to) go to war in these places,” Hierl said.
Hierl said he hopes to attract a variety of people, from the local tavern crowd to young professionals and families.
The new building capacity will be decreasing from 700 to 605, which means the amount of drinking that goes on will be reduced, Hierl said.
“I asked the architects how many bar stools, (and they said) 16 or some small number,” Hierl said. “It’s hardly any.”
Hierl said he does, however, recognize the transformation from a bar into a bowling lounge and restaurant open to all ages will be a slow process.
“You don’t turn a bar that’s been a college drinking bar into a restaurant overnight,” Hierl said.
Jon Okonek, the owner of Madison Avenue who will be retaining ownership of the building, said mixing the nightclub atmosphere with 18- to 20-year-olds would be almost impossible to do without problems but that he hopes to turn the building into something special.
The City Council, Alcohol License Review Committee and Mayor’s office will be crucial in determining whether this place will open, Hierl added.
“With an avenue this large, city members aren’t going to put up with a lot of vertical drinking,” said Rosemary Lee, a citizen active in local government who has lived in Madison for the past 40 years.
Katherine Plominski, the city’s alcohol policy coordinator, said she felt the place had good energy but that she wants to hear student feedback.
Peter Gilbert, an attendee of the informational session and University of Wisconsin freshman, said he had never heard of Madison Avenue but he would go to the new establishment.
Lee said it would be great since freshmen would be able to hang out with seniors at a local place without any underage issues.
This will be the start of what Hierl and Dionne want to be a chain ranging to college towns in Austin, Texas and Charlottesville, Va.
