Steve Towell (center), owner and general manager of The Stick Sports Lounge stand outside The Stick alongside Rudy Grant (left) and Ross Elin (right).
Growing up in Reno, Steve Towell rooted for the Bay Area’s pro sports team, including the San Francisco Giants and 49ers. He’s also spent much of his working life around the restaurant and bar industry. Now he’s combining the two passions to create The Stick Sports Lounge, a non-smoking, non-gaming sports restaurant and bar located in a space formerly occupied by Chocolate Bar on the corner of Sierra and First streets in Reno. Towell, who owns Our Bar in Reno, knew the Chocolate Bar’s owner Kevin Johnson and when it closed for business, the former saw it as a prime oppoprtunity to bring his sports bar idea to reality. He feels its concept brings a fresh take on the sports bar scene in the Truckee Meadows.
“Being a sports fan I’ve been in a lot of sports bars,” Towell said. “There’s sometimes a negative perception here of sports bars with the gaming and smoking. We wanted to have a place where you can get excited about sports and just have a fun time.”
Towell visited various sports bars around the Bay Area and other parts of the country and found what makes them successful.
Although gaming is normally commonplace among sports bar establishments throughout Nevada, Towell wanted to try something different.
He is convinced that an establishment devoid of gaming may be beneficial to the business, offering a friendlier atmosphere for everyone who frequents the area, from tourists, families or even businesspeople.
“There are so many other sports bars around the country that are not that. You can go there and just have a blast,” Towell said.
The venue will feature 24 high-definition TV’s situated throughout the space, including three 75-inch screens above six 55-inch screens overlooking a 30-foot long bar. The bar is equipped with a draft beer system that serves beers from local breweries.
The lounge also has secluded booths separated by high walls and equipped with smaller TV’s so patrons can also a private viewing and dining experience.
“We tried to buy every sports package known to man. We tried to even get rugby, but rugby’s on at like 5 a.m. our time,” said Ross Elin, event manager at The Stick.
The menu will also include a varied culinary selection including steak, seafood, pastas, burgers, sandwiches and salads. There are also, vegetarian, vegan and gluten free options on the menu. Elin said the restaurant would offer other popular choices such as rib eye steak and filet mignon.
Renovations of the approximately 2,700-2,800-square-foot facility are in the final stages. Although there have been some brief delays in setting things up, its still scheduled to host a March 5 grand-opening event.
Towell so far has invested $175,000 of his own money to get things off the ground. He’s also enlisted Elin as well as Rudy Grant to assist him in nearly every aspect of starting the business, from supervising the remodeling process, to interviewing and hiring staff to formulating a marketing plan. Grant will also serve as bar manager.
“It’s never easy process starting your own business,” Towell said. “But it’s also a very rewarding process. We’re ready to be done with construction and the other stuff. We’re start serving the community and become a staple for downtown.”
Tiana Campagna was hired as an independent contractor to help with public relations, marketing and events. The Stick will offer a variety of promotions and events honoring the various sports seasons from March Madness for college basketball or the opening day of baseball season.
“We will have one of these events and promotion at least once a month, or have community involvement to get things going,” Campagna said.
They adopted a conservative marketing strategy, focusing on word of mouth and some media outlets to publicize ‘The Stick’.Its Facebook page already boasts more than 1,500 ‘Likes’ and received favorable reviews even before it officially opens its doors.
They may do the occasional radio or spot, but they want to avoid delving too heavily into advertising, and focus on promotions.
“We have at least a couple ideas for marketing and promotions to make sure we’re successful and keep people coming into the door,” Elin said.
The staff believes The Stick’s prime location in the heart of downtown Reno will be a marketing tool in its own right. It’s situated in between Midtown and downtown with heavy foot traffic from hotel-casinos, and attractions such as Century Theatre Riverside, Wingfield Park and Aces Ballpark nearby.
Towell wanted to pay homage to the former home stadium of his beloved Giants and 49ers, Candlestick Park. Even though the stadium went corporate with naming rights changes from Monster Park or 3Com Park, it was often referred to simply as ‘The Stick.’ Towell said that it would be an appropriate tribute to have his sports bar don the same name. The staff hopes the association will add a little nostalgia for those who have fond memories of the stadium.
Towell even purchased two bleacher seats off of eBay salvaged from the venerable stadium when it was demolished last year.
The Stick will be open daily from 11 a.m. to 11 p.m. Brunch will also be served on Saturdays and Sundays beginning at 9 a.m.
