What bars & recreation does

Bars & Recreation, LLC is a privately held Milwaukee-based hospitality operator founded in 2014 that runs a multi-venue portfolio of activity bar concepts under a single management umbrella. The company operates at least seven distinct experiential venues across Milwaukee's Deer District, Walker's Point, Brewery District, East Side, and West Allis neighborhoods — including Amped (private-suite karaoke, 9,000 sq ft), The New Fashioned (HyperBowling, dartball, curling, 25,000 sq ft), NorthSouth Club and AXE MKE (axe throwing and deck shuffleboard), Nine Below (underground build-your-own mini-golf), Game Show MKE (live-hosted game shows), Splash Studio (artist-led painting), and Slingshot Bar (world's first slingshot range experience bar). Aggregate venue capacity exceeds 2,200 guests. The company is SBA-certified as a woman-owned small business (WOSB), led by owner/operator Marla Poytinger.

The underlying technology stack is intentionally thin and third-party-dependent: Caspio-hosted databases handle league registrations, newsletter signups, and employment applications, while ToastTab powers gift card fulfillment. No in-house proprietary technology, AI/ML capabilities, or patents are disclosed. Differentiation is built on physical-experience concepts (including multiple "world's first" or "only" experiences), real estate selection in high-traffic Milwaukee neighborhoods, and an integrated operations layer that lets one company manage eight distinct consumer brands.

Bars & Recreation makes money through five revenue streams: (1) activity and experience fees (cover charges, lane/area rentals, per-activity pricing of roughly $20–25 per person), (2) full-service food and beverage sales across all venues with a 50-tap self-pour wall at The New Fashioned, (3) private and corporate event bookings handled by a dedicated Sales & Events Team, (4) seasonal league registrations for axe throwing and shuffleboard (7-week seasons with brewery/spirits sponsorships), and (5) gift cards plus an Annual Pass membership at $149/year. Catering is delivered through in-house MKEats and partner Capri di Nuovo. Go-to-market is primarily direct-to-consumer via the company website and walk-in traffic at physical venues, with a community-led growth layer (recurring leagues) and an event-driven sales motion targeting corporate team-building, bachelor/bachelorette parties, weddings, and celebrations. Customer base is horizontally segmented by use case rather than by enterprise tier, with no large anchor contracts.

Name

bars & recreation

Legal name

Bars & Recreation, LLC

Website

https://barsandrecreation.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Bars & Recreation is a privately held Milwaukee hospitality operator founded in 2014 that runs seven distinct activity bar venues — including axe throwing, private karaoke, mini-golf, painting, and live game shows — targeting consumers, corporate events, and celebration parties across the Milwaukee metro.

Ownership category

akta.pro rank

Product category

Activity Bar Entertainment and Hospitality Venues

NAICS

Drinking Places (Alcoholic Beverages) (7224), All Other Amusement and Recreation Industries (713990), Other Amusement and Recreation Industries (7139)

SIC

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

akta.pro primary industry

Neighborhood & Sports Bars (THAFAEAA)

akta.pro secondary industries

Bars & Pubs (Non-Music) (MPAGAIAC), Bar & Beverage Catering (Mobile Bar, Bartending) (HSACAGAF)

Keywords

• Activity bar venues
• Immersive entertainment experiences
• Corporate team building events
• Private event hosting
• Catering services

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Activity and Experience Fees: Revenue from cover charges, lane/area rentals, and activity fees for axe throwing, shuffleboard, karaoke suites, mini-golf, bowling, game shows, and painting experiences. Pricing varies by activity and duration.
2. Food and Beverage Sales: Full-service bars at each venue serving craft cocktails, local beers, and bar snacks. Catering services offered for events with in-house kitchen (MKEats) and partner Capri di Nuovo providing Italian options.
3. Private Event Bookings: Corporate events, bachelor/bachelorette parties, weddings, and celebrations booked through the Sales & Events Team. Venues offer customizable packages with activities, food, and beverage options.
4. League Registrations: Seasonal league programs (Axe Social Club, Shuffleboard League) with per-team and per-person weekly pricing. League seasons run 7 weeks with registration fees collected upfront.
5. Gift Cards and Annual Passes: Gift cards valid across all locations with no expiration. Annual Pass membership ($149/year) offering $25 monthly play credit, free birthday experience, and 10% off food & beverage.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Bars & Recreation operates a portfolio of themed activity bar venues in the Milwaukee metro area combining immersive recreational activities (axe throwing, deck shuffleboard, karaoke, mini-golf, bowling, live game shows, painting, slingshot) with full-service food and beverage. The company books private events, corporate team-building gatherings, bachelor/bachelorette and wedding parties, seasonal leagues, and off-site catering under one multi-brand hospitality umbrella. Supporting programs include a Perks & Rec loyalty program, an Annual Pass membership, gift cards, and an in-house catering operation (MKEats) plus partner Capri di Nuovo.

Product overview

Bars & Recreation is a multi-venue hospitality company operating a portfolio of eight distinct activity bar brands in the Milwaukee area, offering immersive entertainment experiences. The core portfolio includes Amped (private suite karaoke), Game Show MKE (live game shows), The New Fashioned (bowling, dartball, curling), Nine Below (underground mini-golf), NorthSouth Club (axe throwing and shuffleboard), AXE MKE (axe throwing), Splash Studio (painting), and Slingshot Bar (slingshot range). These are complemented by supporting services including The Rec Room (mobile entertainment for off-site events), gift cards and Annual Pass memberships, Perks & Rec loyalty program, recreational leagues (Axe Social Club and Shuffleboard League), and catering services with multiple food and beverage package options.

Differentiator

Problem solved

Functional benefit

Products and services

• Slingshot Bar The world's first slingshot range experience bar in West Allis, offering competitive or adventure-style slingshot shooting across 12 bays with private canopies lounge; targets groups, celebrations, and events up to 280 guests.
• Amped Private suite karaoke bar and event venue in Milwaukee's Brewery District with 8 standard karaoke suites, 2 premier suites, 2 meeting and event spaces, a full bar, and 3 lounges across 9,000 sq ft; serves celebrations, corporate events, and casual groups up to 250 guests.
• Game Show MKE Live-hosted competitive game show experience in Milwaukee's Brewery District featuring timed challenges, trivia, and skill tests for groups up to 36 guests; designed for parties, corporate outings, and team building.
• The New Fashioned 25,000 sq ft activity bar in Milwaukee's Deer District featuring HyperBowling lanes, all-season outdoor curling, dartball, a 50-tap self-pour wall, 2 full-service bars, and a local retail area; hosts up to 1,000+ guests and is also home to the seasonal Melt Yard summer pop-up.
• Nine Below World's only indoor, underground build-your-own mini-golf tavern on Milwaukee's East Side, located 9 feet underground with 18 customizable mini golf holes and 200+ interchangeable obstacles of varying themes; accommodates up to 179 guests.
• NorthSouth Club 12,000 sq ft axe throwing and deck shuffleboard bar in Walker's Point with 16 axe throwing lanes, 7 deck shuffleboard courts, and a full-service bar; hosts up to 340 guests.
• AXE MKE Milwaukee's axe throwing bar housed within NorthSouth Club, offering axe throwing entertainment, celebrations, and team-building experiences since 2018 for up to 99 guests.
• Splash Studio Artist-led painting experience operating as Milwaukee's first painting bar for over 10 years, offering canvas painting sessions hosted at the customer's location or off-site.
• The Rec Room (mobile entertainment) Transportable recreation experience that brings more than a dozen live-hosted games (karaoke, game shows, video games, cornhole, giant Jenga, deck shuffleboard, curling) to external venues for off-site corporate events, private parties, and community gatherings.
• Axe Social Club (League) Weekly axe throwing league held Thursday nights at 7pm at NorthSouth Club with individual sign-ups, seasonal competitions, and prizes including a $200 bar gift card for the season champion.
• Shuffleboard League Milwaukee's only deck shuffleboard league, meeting Thursday nights at NorthSouth Club with team-based play (up to 6 people, 2 play per game) over a 7-week season including a ShufflePro Skills Clinic and championship night where champions receive a private party at Slingshot Bar for up to 12 people.
• Gift Cards and Annual Pass Bars & Rec gift cards sold via digital and physical channels, valid across all locations with no expiration, paired with an Annual Pass membership at $149/year offering $25 monthly play credit, a free birthday experience for up to 4 guests, 10% off food and beverage at all venues, and gift-box presentation.
• Perks & Rec (Loyalty Program) Free loyalty program allowing members to earn points on activities, snacks, merchandise, beverages, and gift card purchases redeemable across all Bars & Rec locations.
• Catering Services On- and off-premise catering with food packages from in-house MKEats (grazing tables, taco, barbecue, tailgate) and Italian partner Capri di Nuovo (pizza packages), plus beverage packages (single tab, drink tickets, cash bar, and tiered open bar Basic/Premium/Super Premium).

Quantifiable outcome

• Annual Pass provides $400+ value for $149 membership
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• MKEatscoreStrategic or Co-development PartnerBars & Recreation's in-house catering operation providing appetizers, salads, buffets, desserts, and vegan options. Operates mobile kitchen for off-site events. Prepares charcuterie, grazing tables, sliders, taco packages, and specialty platters.
• Capri di NuovocoreStrategic or Co-development PartnerItalian catering partner providing pizza packages, pasta bar, wings, and gluten-free pizza options. Pizza packages range from $199 (16 servings) to $1,599 (240 servings).
• Milwaukee Pretzel Co.minorGTM or Marketing PartnerLocal Milwaukee vendor providing soft pretzel bites for catering and events. Featured in grazing tables, pretzel boards, and tailgate packages.
• BacardiminorGTM or Marketing PartnerShuffleboard League sponsor providing discounted drinks on league nights.
• Lakefront BreweryminorGTM or Marketing PartnerShuffleboard and Axe Social Club league sponsor providing discounted Lakefront beers on league nights.
• New Glarus BreweryminorGTM or Marketing PartnerShuffleboard League sponsor providing drink specials on league nights.
• Surfside SeltzersminorGTM or Marketing PartnerShuffleboard and Axe Social Club league sponsor providing drink specials on league nights.
• Mamita's Tequila SeltzersminorGTM or Marketing PartnerAxe Social Club sponsor providing discounted drinks on league nights.
• Jack Daniel'sminorGTM or Marketing PartnerShuffleboard League sponsor providing drink specials on league nights.
• Sweet Water (Craft Beer)minorGTM or Marketing PartnerShuffleboard League sponsor providing drink specials on league nights.
• Sojourner Family Peace CenterminorOthersCommunity outreach partner. Bars & Recreation donates a portion of proceeds from sponsored menu items monthly.
• Kathy's HouseminorOthersPast community partner for charitable donations. Bars & Recreation donates to healthcare-related causes.
• Children's WisconsinminorOthersPast community partner for charitable donations supporting children's healthcare.
• Reflo (Sustainable Water)minorOthersPast community partner focused on sustainability initiatives.
• Versiti Blood CenterminorOthersPast community partner for charitable donations supporting blood donation initiatives.
• Girls on the RunminorOthersPast community partner for charitable donations supporting youth development programs.
• Friendship Circle / Susan G. KomenminorOthersPast community partner for breast cancer awareness initiatives.
• Midwest NiceminorOthersCommunity partner organization collaborating on charitable initiatives.

Scale indicators3 records

Recent moves8 records

Expansion highlights3 records

Direct peers

• Puttshack: Tech-enabled mini-golf bar concept with full bar and food service. Directly comparable to Bars & Recreation's Nine Below mini-golf venue as an upscale, food-and-beverage-anchored mini-golf experience.
• Swingers: Indoor crazy golf and cocktail bar concept pairing competitive mini-golf with full bar service. Matches the activity-bar DNA of NorthSouth Club and Nine Below.
• Electric Shuffle: Tech-enabled shuffleboard and cocktail bar. Directly mirrors NorthSouth Club's deck shuffleboard lanes paired with full bar and group-event focus.
• Punch Bowl Social: Multi-location activity-bar chain offering bowling, karaoke, arcade, and full-service dining. Closely matches Bars & Recreation's combination of immersive games, F&B, and private event programming.
• Flight Club: Social darts bar concept with multiple U.S. locations, combining tech-enabled darts with cocktails and event bookings. Comparable to Bars & Recreation's axe-throwing venues in target demographic and event-driven model.
• SPiN (Ping Pong Social): Social ping-pong club with full bar and event programming. Shares the activity-bar DNA (game + drinks + private events) of Bars & Recreation venues like Amped.

Broad incumbents

• Bowlero: Largest U.S. bowling and entertainment chain offering upscale lanes, food, and beverage. Comparable to The New Fashioned's HyperBowling lanes and event programming as a bowling-anchored activity bar.
• Dave & Buster's: National entertainment center combining arcade gaming, food, and beverage under one roof. Comparable as an activity-and-drinks destination serving group outings and corporate events, though at much larger venue scale.
• Topgolf: Large-scale entertainment golf and F&B venue chain with corporate event focus. Overlaps with Bars & Recreation's corporate team-building segment at a much larger scale and broader geographic footprint.

Emerging players

• 16-Bit Bar+Arcade: Independent retro arcade bar concept with drinks and gaming tournaments. Overlaps with Bars & Recreation's gaming-centered venues (Game Show MKE, Amped) at smaller independent-operator scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/barsandrecreation

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries8 records

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 bars & recreation