Saloon #10

What Saloon #10 does

Saloon #10 is a family-owned entertainment venue and historic tourist destination located at 657 Main Street in Deadwood, South Dakota. The establishment operates as a multifaceted hospitality business combining food and beverage service, gaming operations, branded merchandise sales, and ticketed live entertainment. It serves primarily leisure travelers and history tourists visiting Deadwood, leveraging its location at the documented site where Wild Bill Hickok was shot in 1876, one of the most recognized events of the American Old West. The business operates multiple revenue streams — restaurant and bar service, limited-stakes gaming (blackjack and slot machines), branded merchandise sold online and on-site, and ticketed entertainment at the Charlie Utter Theater and Top of 10 rooftop bar. Saloon #10 holds three federally registered trademarks ("Saloon No. 10", "Old Style Saloon #10", and "Old Style Saloon No. 10") reflecting a brand identity anchored to the historic address and the Hickok legend.

The venue's core differentiator is its collection of authentic historic artifacts, most notably the chair in which Wild Bill Hickok was reportedly shot, which functions as the property's centerpiece attraction. The physical footprint has been progressively segmented into distinct guest experiences — the original saloon floor, the regulated gaming area, the Top of 10 rooftop bar, and the Charlie Utter Theater — enabling the operator to capture multiple wallet segments per visitor and to monetize the same site across day and night. An online branded merchandise store extends the Saloon #10 retail brand outside the geographic constraint of Deadwood foot traffic. Headcount is reported in the 11–50 range and includes seven family members spanning three generations of ownership.

Saloon #10 is a privately held, family-controlled business with no disclosed outside investors, no public funding rounds, no acquisitions, and no leadership transitions. The operating model is asset-heavy in real estate and collectible artifacts rather than technology or data, and the venue does not disclose any digital platform, software stack, or technology partnerships. Business performance is therefore tied primarily to tourism traffic in the Black Hills corridor, gaming regulations in the City of Deadwood, and the operator's ability to reinvest in on-site format expansion.

Name

Saloon #10

Legal name

Old Style Saloon No. 10, Inc.

Website

https://saloon10.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Saloon #10 is a family-owned, three-generation historic entertainment venue in Deadwood, South Dakota, operating a restaurant, bar, gaming floor, branded merchandise, and live entertainment business at the site of Wild Bill Hickok's 1876 shooting.

Ownership category

akta.pro rank

Product category

Historic Saloon and Entertainment Venue

NAICS

Drinking Places (Alcoholic Beverages) (7224), Drinking Places (Alcoholic Beverages) (72241), Drinking Places (Alcoholic Beverages) (722410)

SIC

Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Neighborhood Bars & Taverns (CRANACAA)

akta.pro secondary industries

Bars & Pubs (Non-Music) (MPAGAIAC), Pubs & Gastropubs (CRANACAB)

Keywords

• Historic saloon dining
• Whiskey bar service
• Casino gaming floor
• Live music venue
• Branded merchandise retail

Headquarters

HQ city

Deadwood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Food and Beverage Sales: The core revenue driver encompasses alcoholic beverages across multiple bars (main saloon whiskey bar, rooftop Top of the 10 bar), plus restaurant dining at the Deadwood Social Club. The whiskey bar boasts over 400 selections including Bourbon, Scotch, Irish, Canadian, Japanese, French, and flavored whiskeys. Dining features New American cuisine with local sourcing, signature dishes like Osso Buco, Bison Ravioli, and Tuaca Pheasant.
2. Gaming/Casino Operations: Casino floor generates revenue through single-deck blackjack, poker games (Texas Hold'em, Omaha Hi/Lo Split, Seven Card Stud, Dealers Choice), Three Card Poker, and slot machines with themes including Willie Nelson, John Wayne, and Buffalo. Hosts the Six Shooter Hold'em Tournament every Friday and Saturday with buy-in structure.
3. Gift Shop and Merchandise: On-site mercantile and online store selling branded apparel (t-shirts, hoodies, jackets, hats), novelties (koozies, shot glasses, flasks, coffee mugs, magnets, patches), golf accessories, kids merchandise, and pet products. Gift cards available in denominations from $25 to $200.
4. Private Events and Banquets: Charlie Utter Theater above the saloon serves as an event venue for parties, banquets, and celebrations seating 54 for dinner or 70 for drinks/appetizers across 775 square feet. Offers chef-carved prime rib buffet, award-winning cheesecakes, and private bar service. Also hosts corporate dinners, birthdays, anniversaries, and weddings.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Saloon No. 10 is a historic Wild West themed hospitality and entertainment complex in Deadwood, South Dakota. The business fundamentally sells bar service (including a 400+ selection whiskey bar and rooftop bar), casino-style gaming (poker, single-deck blackjack, slot machines), museum admission, restaurant dining (Deadwood Social Club, an Italian Steakhouse), private event hosting, live entertainment programming (Wild Bill Hickok reenactments, live music, Sexy Bingo, Pappy's Yappy Hour), and branded merchandise through an on-site gift shop and online store.

Product overview

Saloon No. 10 is a historic Wild West themed entertainment complex in Deadwood, South Dakota combining a bar, museum, gaming casino, and multiple dining venues. The core offerings include the Old West Saloon with two main bars, an American Whiskey Bar featuring over 400 whiskey selections, a gaming area with poker, blackjack, and slots, and a museum displaying Wild West artifacts including Wild Bill Hickok's death chair. Dining options comprise the award-winning Deadwood Social Club (Italian Steakhouse), the upscale Top of the 10 rooftop bar, and the Charlie Utter Theater event venue. The venue also hosts live entertainment including Sawdust Angels live music, Wild Bill Hickok reenactments, and Sexy Bingo charity events. An on-site gift shop and online store sell branded merchandise and apparel.

Differentiator

Problem solved

Functional benefit

Products and services

• Old West Saloon Main-floor Old West themed saloon featuring two bars, live music, Wild West artifacts including Wild Bill Hickok's death chair and the two-headed calf 'Double Cheeseburger', and gaming options, serving walk-in guests aged 21+ at the flagship Deadwood location.
• American Whiskey Bar Specialty bar offering over 400 whiskey selections across Bourbon, Scotch, Irish, Canadian, Japanese, French, and flavored varieties, including exclusive barrel picks and limited editions, targeting whiskey enthusiasts visiting the venue.
• Casino Gaming Floor Casino-style gaming offering single-deck blackjack (the only one in Deadwood), poker variants (Texas Hold'em, Omaha Hi/Lo Split, Seven Card Stud, Dealers Choice), Three Card Poker, and themed slot machines (Willie Nelson, John Wayne, Buffalo), plus the Six Shooter Hold'em Tournament held Fridays and Saturdays.
• Wild West Museum Wild West artifact collection displayed inside the venue, including Wild Bill Hickok's death chair, relics from the rowdy days of Deadwood, and historical pieces — described as the only museum with a bar in the world.
• Deadwood Social Club Restaurant Award-winning Italian Steakhouse offering Midwestern-inspired, Wild West crafted New American cuisine featuring locally sourced meats, produce, and seafood, with signature dishes such as Osso Buco, Bison Ravioli, and Tuaca Pheasant; brunch/lunch Saturday through Wednesday and dinner Sunday through Saturday.
• Top of the 10 Rooftop Bar Upscale rooftop bar offering fine wines (100+ selections), crafted cocktails, martinis, and outdoor patio seating with views of Deadwood's Main Street; live music on Fridays, Saturdays, and Sundays with Hank Harris; summer-only operation.
• Charlie Utter Theater Private Event Venue Private event venue above the saloon seating 54 for dinner or 70 for drinks across 775 square feet, offering chef-carved prime rib buffet, award-winning cheesecakes, and private bar service for banquets, weddings, corporate dinners, anniversaries, and fundraisers.
• Wild Bill Hickok Reenactment Live daily reenactments of Wild Bill Hickok's fateful final moments, performed four times daily, six days a week with authentic costumes and frontier drama, available to walk-in venue visitors.
• Sexy Bingo Event Adults-only bingo event held every Monday night featuring bold bingo games with racy prizes, with proceeds benefiting cancer research and local community causes.
• Live Music Programming Regular live music programming featuring country, rock, blues, and Americana performances including resident band Sawdust Angels (Monday nights), Saturday acoustic series with Marty Nelson, and touring acts such as The Old No. 5's and Joe Waters.
• Saloon No. 10 Mercantile and Gifts Shop On-site gift shop open 9am-10pm featuring unique souvenirs, branded apparel, hats, novelties, jewelry, pet products, Weim Wine (cancer research), and quirky items located within the main venue.
• Saloon No. 10 Online Store E-commerce storefront selling Saloon No. 10 branded merchandise including hoodies, jackets, shirts, headgear, barware, novelties, golf accessories, pet items, kids apparel, and gift cards in $25 to $200 denominations, shipping to customers worldwide.
• Pappy's Yappy Hour Weekly Wednesday pet-friendly event from 4pm-7pm featuring $3 PBRs, $15 buckets of PBR, free Puptinis for dogs, and $5 Mules, welcoming pets at the establishment.
• Weim Wine (Charity Wine Line) Specialty wine line sold at the Mercantile and Gifts with 100% of proceeds going to the Flint Animal Cancer Center to fight cancer in pets, available in Chardonnay, Merlot, Bubbly, and Cabernet varieties.

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• Lead-Deadwood Arts CouncilminorStrategic or Co-development PartnerAnnual partnership for the Empty Bowls community event fighting hunger in the Black Hills. Local artists and students from Lead-Deadwood High School, Spearfish High School, and Black Hills State University donate handcrafted pottery bowls, which are sold to raise funds for local food banks including The Lord's Cupboard in Spearfish and Lead.
• Sacred Mountain Retreat CenterminorStrategic or Co-development PartnerAnnual beneficiary of the Puppies Healing Heroes Poker Run fundraiser. Riders cruise through the Black Hills making stops and playing hands to raise money pairing service dogs with veterans battling PTSD and trauma. All proceeds support this veteran's support organization.
• The Lord's Cupboard (Spearfish and Lead)minorOthersLocal food banks in Spearfish and Lead, SD that benefit from the annual Empty Bowls fundraiser hosted by Saloon No. 10 and the Lead-Deadwood Arts Council. Provides hunger relief in the Black Hills community.
• Flint Animal Cancer CenterminorOthers100% of Weim Wine proceeds go to the Flint Animal Cancer Center, backing the battle against cancer in pets. Wine available at Saloon No. 10 Mercantile and Gifts in varieties including Chardonnay, Merlot, Bubbly, and Cabernet.

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Buffalo Bill's Resort & Casino: Deadwood property offering gaming, dining, and entertainment. Direct competitor for gaming patrons and tourist visitors in the same Deadwood micro-market as Saloon No. 10.
• The Silverado Franklin Historic Hotel & Gaming: Historic Deadwood hotel combining lodging with gaming and dining. Comparable as another heritage-anchored entertainment destination competing for the same tourist demographic in Deadwood.
• Midnight Star (Kevin Costner's): Direct competitor operating in Deadwood, SD with a similar bar, restaurant, and gift shop/museum concept tied to Wild West history. Both venues compete for the same tourist segment seeking historic-themed entertainment in Deadwood's Main Street district.
• Deadwood Mountain Grand: Deadwood casino, hotel, and entertainment venue featuring gaming, events, and dining. Overlaps with Saloon No. 10 on gaming, live entertainment, and event hosting within the same regional market.
• Celebrity Hotel & Casino: Deadwood hotel and casino property offering gaming, dining, and entertainment in close proximity to Saloon No. 10 on Main Street. Competes for gaming and food-and-beverage tourist spend.
• Gold Dust Casino & Hotel: Deadwood casino-hotel featuring gaming, dining, and live events. Direct competitor for gaming and entertainment tourist spend in the same geographic micro-market.
• Cadillac Jack's Gaming Resort: Deadwood-based casino, hotel, and entertainment complex offering gaming, dining, and lodging. Competes directly with Saloon No. 10 for gaming and F&B tourist spend within Deadwood's tightly clustered Main Street market.

Broad incumbents

• Dollywood: Large-scale themed entertainment destination combining dining, retail, live entertainment, and unique themed experiences. Comparable as a heritage-anchored, multi-stream entertainment venue with strong gift shop and event businesses, though operating at vastly larger scale than Saloon No. 10.

Emerging players

• Wall Drug Store: South Dakota roadside tourist attraction combining dining, retail, and themed experience. Comparable as a single Black Hills regional tourist destination that monetizes a heritage/themed story across multiple on-site revenue streams including branded merchandise.
• Big Texan Steak Ranch: Iconic themed tourist destination in Amarillo, TX combining dining, entertainment, and gift shop. Comparable concept as a single-location themed attraction that monetizes visitors through multiple on-site revenue streams similar to Saloon No. 10.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• Instagraminstagram.com/explore/locations/28134090/saloon-10
• Xx.com/saloon_10
• LinkedInlinkedin.com/company/old-10-saloon

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Saloon #10