Acquisition gives muscle to Bully's for resumed growth

Berry-Hinckley Industries wants its newest acquisition, the chain of Bully's sports bars, to stay just the way they are.

Paul Sonner, the founder of Reno-based Bully's, couldn't agree more but he wants more locations in northern Nevada

Both will get their wish.

Sonner explained a few days ago that the growth of Bully's had slowed in the past 18 months as his capital was beginning to stretch thin.

He launched the company in 1994, growing it to seven company-owned locations in Reno, Sparks and Carson City. Another is under development in Minden.

To continue the company's growth, Sonner was looking at franchising. In fact, the first franchised Bully's location is scheduled to open in Fernley in October.

But Berry-Hinckley, which is on a tear with acquisitions, brought the resources that would allow Bully's to grow more quickly without the complications of franchising.

Sonner said Bully's is looking at six or seven new locations in northern Nevada over the next couple of years.

"Our growth is going to be aggressive," he said, but added that Bully's management team also recognizes the need to avoid growing too quickly.

Sonner will remain as president and chief operating officer of Bully's after the acquisition is completed. It requires approval from Nevada gaming officials.

Paul Morabito, the former investment banker who bought Berry-Hinckley Industries in 2005, first approached Sonner about a possible business combination about a year ago.

But the deal didn't go anywhere until after Morabito completed his acquisition this spring of Cashell Enterprises, the operator of the Alamo Truckshop & Casino in Sparks and Topaz Lodge near Gardnerville.

Rob Cashell, who now serves as president of Berry-Hinckley, reopened the talks soon after he settled into his new job.

The addition of sports bars has been a priority in Morabito's $45 million growth plan for Berry-Hinckley, Cashell said, and the company was particularly interested in Bully's.

"There's no one we'd rather be partnering with," he said.

And he said Berry-Hinckley executives won't fiddle with Bully's winning formula.

"We want this to be transparent to the market," Cashell said.