High school sweethearts Trinity and Trevor Thatcher have saved the Cowboy Saloon and Dance Hall in Laramie, Wyoming, a local honky-tonk where they shared their first date. The couple took ownership amid concerns the establishment was facing closure.
"This is magical," Trinity told Cowboy State Daily. "We still get goosebumps every time walking in the door. There are nights we close down the bar, look around in shock that it's really ours and we still can't believe it."
The Thatchers met in high school, and their first college date was at the Cowboy Saloon. "So we had our first date and we danced all night," Trinity recalled. "It was wonderful, and we really weren't apart ever after that."
The couple married by age 20 and now have two adult children. Their daughter works at the bar, and their son assists with IT.
When the Cowboy Saloon and Dance Hall went up for sale, Trinity said they "went in and just gave it a shot." The transition has presented challenges, especially given the changing landscape of the bar industry and declining drinking rates, even though neither Thatcher particularly drinks.
"I mean, we don't even really drink," she said. "And we know business and we know about real estate. But the bar side, we just didn't know. So, the last year and a half has been a big learning curve."
Adapting to Changing Tastes
Part of their struggle has been adapting to evolving drinking habits, particularly among younger patrons. Some of their best-selling items are now non-alcoholic options, with NA Corona and NA Ultra outselling their alcoholic counterparts. The couple has introduced a vending machine for non-alcoholic beverages and is serving mocktails, which have proven popular.
Even venues that have remained open have experienced significant sales drops, with some reporting declines of up to 40 percent. The Thatchers have responded by streamlining their menu to focus on best-selling items, incorporating catering services, and hosting networking events, weddings, community meetings, and fundraisers.
"We'd rather see them still be standing, but I just hope everyone understands how important it is to support your local places. Without that support, I can see how easy it would be to have to close your doors," Trinity said, referring to the closures of other local establishments like the Outlaw Saloon in Cheyenne and the Sundance in Fort Collins.
Despite the challenges, the saloon has seen a surge in popularity since the Thatchers took over. A recent Wednesday night event reached capacity by 9:30 p.m., with lines stretching down the street.
"One person would have to leave before another person could come in," Trinity recalled. "The line wrapped all around the street, down to the alley. It was pure chaos, in the best way."
The couple hopes to host more live music events in the future and potentially expand the stage to accommodate larger acts. Trinity emphasized the importance of in-person connection, stating, "Wednesdays are our favorite night. That's where we met, so that thing is never going away. We have to keep it forever."