Madison Avenue, the dance club located at 624 University Ave., could soon be replaced by a boutique bowling lounge and restaurant called ""Segredo"" as early as next semester.
Michael Hierl, a Madison native and the proposed owner of the new bar, got the idea from a Brazilian company, and the bar's name means ""secret"" in Portuguese.
According to Hierl's business plan, his goal is to scale down ""real bowling"" to fit into smaller spaces without losing the full-length bowling experience.
In addition to four main bowling lanes, there would be an emphasis on other entertainment options. A combination of foosball and pinball that is popular in Brazil, a basketball game with a moving hoop and X-Box and Wii games would also be available.
""Being a boutique bowling lounge and restaurant, it will feel more like a lounge with comfy furniture and coffee tables, moreso than a restaurant,"" Hierl said. ""It's an interesting mix of business models that I've only seen in Brazil and not in the United States. This will be much smaller and more intimate.""
The restaurant's menu would include items like crispy rock shrimp tacos with mango-chili salsa, as well as a selection of ice-cream-based cocktails made with Babcock Hall ice cream.
Segredo would lease the building from Jon Okonek, the current owner of Madison Avenue and Johnny O's. Okonek would act as the agent for Segredo's liquor license, but would have no ownership. Segredo would use the Johnny O's kitchen and would also provide food to Johnny O's customers.
Segredo will go before the Alcohol License Review Committee Oct. 21 and the Common Council Nov. 3, with construction beginning soon after if approval is granted.
Ald. Bryon Eagon, District 8, said there is a need for places like Segredo, especially for the 18- to 20-year-old population in Madison.
Ald. Mike Verveer, District 4, who is a member of the ALRC, said because Segredo is such a unique concept, he is optimistic it will be approved for the liquor license.
Segredo plans to use an ID bracelet system to safeguard against underage drinking. Bracelets would change colors daily and have serial numbers to prevent sharing from one day to the next, according to the business plan.
