By Roger Porter
Originally built to be a prototype for the Suds Hut operation, the popular Billings Heights location found its true calling as the Gigglin' Grizzly, guided over the years by its present owner, Doug Jensen.
Gaining a reputation for great short order food, beer and wine and gaming, the Gigglin' Grizzly has become a popular Heights meeting place since Jensen went into business in 1995.
However, recent events caused him to rethink his focus.
First off, Jensen has been facing the most vexing problem in the industry today: a shortage of help. Like most of his peers, labor problems seemed to be a never ending battle in today's prosperous Billings economy. In addition, he felt a shift in the philosophy regarding what made for a successful gaming operation.
In the early days of legal gaming in Montana, many owners thought food service necessary to feed a thriving gaming business. In this new age, it seems food service may be of declining importance and, rather than deal with the headaches associated with it, the owner might best build revenues while reducing costs by increasing their emphasis on gaming. Perhaps devoting that space once occupied by a kitchen to other uses, Jensen reasoned, as a well designed gaming area might be a prudent move.
In addition, Jensen says he had noticed that some customers were dissatisfied since his offerings were limited to beer and wine.
With these realities in mind, and coupled with a fundamental need to overhaul the business, Jensen has guided the transformation of the Gigglin' Grizzly into the Bear Ace'.
To begin with, the kitchen was eliminated and the bar reconfigured into an "L" shape extending to the back of the public area. In addition, a wall bar was added with a new drop ceiling, new lighting fixtures, a tasteful selection of posters and pictures to add some color and interest, plus new carpeting which serves to give the lounge/casino a sleek new look.
A key part of his planned reinventing of the business was the acquisition of an all-beverage license purchased from a local country club, a process which was just finalized, with liquor being stocked as this story was being written.
The gaming area is still housed in "the pit," however it doesn't have to share the space with the numerous buddy bars previously directed at the food crowd which once occupied much of the space.
Gone is the catering sideline and if a customer has a yearning for a little nourishment, it is said the Ole' home-style pizza is great.
Whatever Jensen lost in food revenues, he says he expects to recouped in reduced labor costs with his staff dropping from 17 to 9 persons. He cites as an example of last year's high turnover the fact that he mailed 64 W-2s for a staff that averaged 17.
In an effort to educate the locals as to the "new place in town," Jensen is broadcasting his message on five local radio stations.
In order to complete the extensive remodeling, the old Gigglin' Grizzly was closed down for a month only to emerge as Bear Ace'. Working at the new watering hole and aiding Jensen in his planning and execution is long time companion Paula Handley.
So when you're casting about for a pleasant place to enjoy a libation and perhaps a bit of gaming, put the Bear Ace' at the top of your list and don't forget some things never change and one is the friendliness of the folks at 416 Lake Elmo Drive, whatever it is called.
And be sure to mark your calendar for August 25 and plan to attend the 5th Annual Car Show there, a fun day for all.
In conclusion, Jensen said he "hated to see the old Gigglin' Grizzly go, but in today's world it' change with the times or perish."
Source: The Montana Tavern Times, July, 2007, published monthly by Continental Communications, 125 W. Granite St., Suite 102, Butte, MT 59701.