Bars are usually a dime a dozen but every once in a while there is one that stands out. The Longhouse Axe bar is an axe throwing bar on Indiana Avenue in Sheboygan that opened up in October of 2020. Alongside axe throwing they boast a wide variety of craft beers, craft cocktails, and non-alcoholic alternatives. The entire bar is available to rent for larger groups as well, anything from company outings to birthday parties can be accommodated. The business also offers escape rooms, catering, and a mobile axe throwing trailer for special occasions. In addition to that there will soon be arcade games, a retail board game space, and a private meeting room.
The attention to detail and emphasis on providing a unique experience are what sets Longhouse apart. When it comes to liquor, there are many household names that people have become familiar with but they go the extra mile. Longhouse primarily uses products from local or craft distilleries and breweries to offer a different level of quality to their customers. The assortment of craft beers is particularly impressive with a long list of beers ranging from traditional to very unique. Finding a selection of beer and liquor like theirs would be quite the challenge. Another well developed aspect of the business is their non-alcoholic options. They can be hard to find or only offered in a limited variety but they carry multiple varieties of non-alcoholic spirits for cocktails and beers as well. For those who don’t find those options appealing there is also a number of CBD infused beverages offered.
The axe throwing portion of the business adds a level of complexity to the experience. It can be an intimidating activity for some but once they get started people really enjoy it. It’s the type of unorthodox activity that can get people out of their comfort zones in a fun and safe environment. There really is something for everyone at Longhouse from the beverages to the activities available.
Owners Niki and Jeremy Reynolds, the latter being a 2006 Lakeland alum, have a long history in the customer service industry. Both eventually moved on to corporate jobs but found that they wanted to create something of their own. They started off with two separate escape room locations but eventually outgrew those spaces. The search for a new space brought them to the current location on Indiana avenue. Initially the whole space was supposed to be designated for escape rooms but inspiration struck and Jeremy had the idea to make the top portion an axe bar to complement the escape room portion of the business. From there the idea took flight and developed into what it is now.
Achieving that was no easy feat though. The whole bar is handmade and required a great deal of work to accomplish. Luckily, Jeremy and Niki had the help of friends, family, and neighbors throughout the process. The bar top was made with wood sourced from Sheboygan and the light fixtures were made by Jeremy himself. Those are just two examples of the work put into achieving their vision for the bar. Every portion of the experience was thoughtfully and carefully crafted. Longhouse is more than just a business to both of them. Niki described it as their “moon shot”, a “far fetched crazy dream that you really believe you can accomplish” and they have done just that.
From the moment you walk in you get a warm and welcoming feeling. Creating that safe, accepting and inclusive atmosphere has been the goal from the bar’s inception. Niki fondly shared comments from patrons who said “They don’t go to many bars but they come back to longhouse because they feel safe, comfortable, can be themselves and feel welcome.”
Another big reason for their success has been their ability to balance each other out. Jeremy is the tenacious, creative idea side of the equation and is always coming up with new things to try and do. Niki is the more calm and calculated of the two, she often helps reign in the immense amount of creativity and focus it. Niki mentioned that Jeremy “gives me the courage to try crazy things” and so far this combination has accomplished quite a lot. Niki was quick to add that they could not have gotten as far as they did without their team, Mike Russart and Jennifer Headley. Both have been instrumental in their own ways throughout the many struggles endured to make this dream happen.
Many people have dreams that they never build up the courage to achieve. Pursuing one’s dream can be costly, risky, and frightening but Niki and Jeremy have managed to accomplish theirs. It was indeed costly, risky, frightening and took a great deal of hardship but they made it happen.
