Rollertown ready to debut new HQ in Frisco

Exterior views of the new Rollertown HQ in Frisco (Photos © Brian Brown/Beer in Big D).

By now, you've surely heard that Rollertown Beerworks is moving operations from its original home in Celina. Founded in 2020 by brothers Jonathan and Ben Rogers, along with Jeff "Skin" Wade (the latter two of "The Ben & Skin Show" on 97.1 The Eagle), the company is preparing to open a colossal new brewing complex located at 6450 Main St. in Downtown Frisco.

So, why Downtown Frisco? For one thing, the choice of destination shortens the drive for many of Rollertown's fans. At the same time, those involved wanted bring the factory back to urban America, and where better than Frisco, arguably one of the more vibrant cities in North Texas and homebase for companies like the Dallas Cowboys, the Dallas Stars, FC Dallas, the PGA of America and more.

"Manufacturing in America is not happening on Main St. anymore, so for us this brings in a beautiful connectivity," says Jonathan Rogers, CEO of Rollertown. "We want people to develop a connection to the product and a connection to the place."

Connecting to residents and visitors to the city is a virtual given, since Rollertown exists as a sort of anchor point directly between Toyota Stadium (home to FC Dallas) and Downtown Frisco. Coupled with the proximity to Main St., that means there will always be activity and energy in and around the campus.

Plus, the inner workings of the brewery will be visible to even the casual observer, thanks to sightlines into the brewhouse reaching Main St. pedestrians. And if anyone wants a closer look, they can simply step into a fishbowl-like spot that's been fashioned along the west side of the 15,000 square foot production building.

Speaking of making beer, when not brewing Rollertown's flagship Kölsch, The Big German, head brewer Tommy Miller and the production team will be operating from a position of maximum flexibility with 30-bbl, 7-bbl and 1-bbl brewing systems on-site.

"The good thing about having the three sizes is we'll be able to do lots of small batch stuff, so our taproom will always have a good mix," says Miller. "We'll have something for everybody, with hazies all the way down to Shiner Bock-type beers."

Then, on the topic of what food will be available to pair with Rollertown's beers, dining options will take one of two forms. Parking spots are reserved for a pair of food trucks, while the taproom will house a full-service kitchen (coming soon). From there, the plan is to have a mix of pizza, burgers, tacos or barbecue available at all times.

The beauty of the place, though, may be in the different ways you can choose to spend your time at Rollertown.

"We're shooting for a bunch of different experiences," says Rogers. "If you come back multiple times per week, the experience can be different every time depending on where you sit."

Indeed, patrons can sit inside or out, upstairs or down, out front or in the back, this while enjoying views of various buildings in the downtown district, the city's historic silos or the soccer stadium.

For indoor ambiance, Rollertown's taproom layouts offer two distinctly different vibes totaling over 6,000 square feet. The downstairs is more pub-like, with lowered ceilings giving the space a more intimate feel. Upstairs, though, it's a sports bar atmosphere, with high ceilings, a large bar top centering the space, and three 110" televisions (and flanking smaller screens) providing visual entertainment.

If you prefer the great outdoors, there's the "Front Yard," a 4300 square foot beer garden with Toyota Stadium sighted in the distance, or the "Back Yard," a 25,000 square foot artificial turf lawn which fronts the silos and a stage installation featuring a 17x11-foot audio/video screen mounted on its back wall. You can also escape the sun, if you so desire, under covered porch areas extending from the taproom both upstairs and down. 

What about other amenities? Well, there's a merch zone, coolers for to-go beer, and with Rollertown's house-blended spirits program, the brewery will be the only place in the city where you can buy a bottle of vodka or whiskey - since liquor stores aren't allowed in Frisco.

There are also multiple private rooms for rent, including one called the "Pico Room" inside the brewhouse. It has its own bar, televisions and house beers on tap, making it an ideal space for corporate events, bachelor parties, fantasy football drafts or homebrew gatherings. Moreover, there's the option of making your own 1-bbl batch of beer with the brew crew.

Add to all of that some of the brewery's signature events - Ben & Skin remotes, Branoofunck nights, Cowboys/Mavs/Stars watch parties, and live lucha libre and sumo tournaments - and it stands to reason that there will always be a lot going on at Rollertown. But then, that fits right into the idea of siting the brewery centerstage within the hustle and bustle of the city.

Of course, this is just a taste of what Rollertown's new HQ has to offer. If you want to learn more, you'll just have come to Frisco and find out for yourself.

With that, grand opening festivities are on tap for this week, with an Official Ribbon Cutting and live music on Friday, Lucha on the Lawn on Saturday, and a Cowboys Watch Party on Sunday. Some events have ticketing options for reserved seating, so click through the links for more information.