Prime South Glenstone site sells

Bruce Swisshelm Sr., a Burger King franchisee for 32 years, is leading the effort to open Rivals by the end of February at 3662 S. Glenstone Ave., formerly a Churchill Coffee Co. flagship store and home of advertising guru Bob Noble’s giant fork.

Swisshelm’s partner in the restaurant is Missouri State University football coach Terry Allen, and his partner in ownership of the land and building is Baird, Lightner, Millsap & Kollar PC attorney Ron Baird.

Plans call for a 9,000-square-foot, sports-themed restaurant styled after ESPN Zone restaurants, including a bar. Rivals should have a full menu and about 40 TVs, 35 game machines, an electronic scores ticker, glass-enclosed skybox mezzanine and two tree houses that will seat 10 people, according to Swisshelm. Rivals will operate under the banner of Lost Tarpon Enterprises Inc.

The building sits on 1.8 acres adjacent to Circuit City and faces the busy South Glenstone Avenue corridor. The unique metal and glass structure fits the spirit of the Rivals theme, Swisshelm said.

“We looked at that building, and went, ‘Well, here’s a crazy old building that people have put different things in, and we’re going to try something unique,’” he said. “We’re trying to put a lot of little things in there to make people go, ‘You’re kidding me, right?’ And they start laughing, and it makes them happy.”

Building history

The trio’s newly acquired building has housed a variety of businesses since it was built in 1989. Bob Noble of Noble Communications owned the building 1997–2005, and during that time he operated Greenhouse Market, complete with a giant fork, and subsequently leased space to Churchill Coffee Co.

Realtor Charles Walker bought the building from Noble and operated his real estate business from the site until July 2006, when federal authorities raided his office and seized computers and documents as part of an investigation.

Walker hasn’t been charged with any crimes to date, but he closed shop and ultimately sold the building in September for an undisclosed price to Swisshelm and Baird.

“All I can say is that the Walkers were in the process of selling surplus real estate,” said Todd Chambers of Chambers Real Estate, which represented Charles and Linda Walker in the deal.

The Walkers couldn’t be reached for comment, and Swisshelm said he never communicated with the Walkers during negotiations.

Big plans

Swisshelm and Allen became friends in 2006 when the MSU coach moved to Springfield. Through that friendship, the men decided to take the plunge with Rivals, which Swisshelm said will cost about $1.3 million to get up and running, not counting the property acquisition.

“I’m simply a partner with Bruce, and I rely on his expertise and knowledge on everything,” said Allen, who previously had ownership in a carwash while living in Iowa.

Swisshelm sold his 24 Burger King restaurants in March, two months after announcing plans to open three Macaroni Grill franchises.

The first Macaroni Grill restaurant is scheduled to open Dec. 10 at 1286 E. Battlefield Road. The other planned locations are in Branson and northern Arkansas and are slated to open by the end of 2010.

Swisshelm said he had wanted to open a concept such as Rivals for several years.

Rivals will employ about 120 people, he said. Renovations are being spearheaded by general contractor TopSight Construction Inc. and architecture firm Esterly Schneider & Associates Inc.

If the concept is successful, Swisshelm said he and Allen plan to open about five additional locations and then begin franchising. Location No. 2 could open in an undetermined Midwestern city by the end of next year, Swisshelm said.

Bring It On

What: Veteran restaurateur Bruce Swisshelm Sr. is taking the lead in opening Rivals, a sports-themed restaurant on South Glenstone Avenue. Swisshelm and attorney Ron Baird bought the building, and Swisshelm has partnered with Missouri State University football coach Terry Allen in ownership of Rivals.

So What: The plans breathe life into a 9,000-square-foot vacant site that has had numerous uses over the years: Churchill Coffee Co. and most recently, Charles Walker Realty.

What’s Next: Development on a busy corridor of a restaurant/bar styled after ESPN Zone restaurants, with about 40 TVs, 35 game machines and a glass-enclosed skybox mezzanine. If the concept is successful, Swisshelm and Allen plan to open about five additional locations and would begin franchising.