New owner bringing changes to Schroeder Dance Hall
by Coy Slavik, Advance-Guard Editor
Jun 17, 2014 | 519 views | 0 0 comments | 3 3 recommendations | email to a friend | print
ATX Brands CEO and founder Doug Guller has purchased Schroeder Dance Hall.
ATX Brands CEO and founder Doug Guller has purchased Schroeder Dance Hall.
SCHROEDER – Doug Guller is bringing some changes to the second-oldest dance hall in Texas.

Guller, founder and CEO of ATX Brands out of Austin, announced the purchase Schroeder Dance Hall on Tuesday and said he hopes to bring top musical artists to the 13,500-foot building.

Guller wouldn’t disclose the selling price. An asking price of $560,000 for the 5-acre property is listed on the Republic Ranches Realty website. Jack and Sharon Kleinecke purchased the property in June 2000.

“Jack and Sharon have owned it for a lot of years and done an awesome job with it,” Guller said. “I think there are big shoes to fill there. They have been booking it, predominantly, just Saturday nights. We think we can also add a few more nights consistently and, perhaps, bring a festival down there, a Texas Country Festival.”

ATX Brands owns and operates 13 restaurants, bars and live music venues, including Guller Hall in Bikinis, located between Fredericksburg and Luckenbach.

“We also own three other live music venues in Austin,” Guller said. “It allows us to potentially have one talent buyer booking at three different places except just one.”

Guller, who opened his first Bikinis Sports Bar & Grill in 2001, said full mixed beverages will be served at Schroeder Dance Hall starting in July.

“You’ll be able to buy a gin-and-tonic there as opposed to being able to bring your own liquor, which won’t be allowed in the future," Guller said.

According to a news release e-mailed to the Advance-Guard on Monday, upcoming acts at Schroeder Dance Hall include country music artists John Conlee on Saturday, June 21; American country music singer Zane Williams on Saturday, June 28; and Texas country band Pat Waters & The Chainlink Band on Saturday, July 19.

Curating the music calendar for Schroeder Dance Hall will be new general manager Stephen Dean, who is also co-founder of Texas Dance Hall Preservations, which helps to promote and preserve historic Texas dance halls. Dean is also author of Historic Dance Halls of East Central Texas.
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