All-Inclusive Entertainment Venue Opening this December
Uptown Alley® adds fun, dining and excitement to Chesterfield County
(RICHMOND, Va.) – The highly anticipated addition to the greater Richmond community, Uptown Alley,
a 57,000 square foot entertainment and restaurant venue, is opening its doors to the public on
Thursday, December 6 at 8 p.m., kicking off a grand opening weekend filled with entertainment,
fun and giveaways. The casual atmosphere, designed in an upscale environment, features Red
Embers Bar & Grill, 38 lanes of bowling, over 60 video and prize games, live entertainment and more.
Uptown Alley is located at 6101 Brad McNeer Parkway (near the Commonwealth 20 movie theatre).
The unique amusement and dining attraction is not only a new concept to the Commonwealth of
Virginia by both scope and scale, but also to the entire Eastern Seaboard. Uptown Alley was co-created
by Trifecta Management Group®, comprised of executives from the entertainment/restaurant industry
including Universal Studios and GameWorks®, along with locally based Uphoff Ventures – led by Steve
and Linda Uphoff, founders of the Uppy’s Convenience Store and Southside Oil chain. With 298 stores,
today it is the largest Exxon distributor in the United States.
“We wanted to fill a void in Richmond, allowing residents to stay in town and have an opportunity to
experience the high-energy excitement of Las Vegas but with the high-quality service, safety and fun
you’d find at Disneyland®,” explained Uphoff. “In addition to the incredible interior design and thoughtful
attention to detail in the building’s layout, the most appealing aspect to our community will be how it
caters to all ages under one roof. For example, a family of four can enjoy a Saturday afternoon bowling
together, a group of fans can cheer for their favorite sports team on the 20’ projection screen and
surrounding HDTVs, a couple can dine at Red Embers, our restaurant featuring Americana cuisine,
while watching chefs prepare their meals at the open exhibition kitchen, a corporate meeting or
children’s birthday party can be reserved in private rooms with A/V equipment, and adults over 21-
years-old can book private bowling lanes at The Rotunda, our ultra lounge with a full service bar and
billiards. The options are virtually endless.”
“It has been a dream of ours to build a state-of-the-art entertainment venue in our home town,” said
Cassie and Steven Moore, also owners of Uptown Alley. The daughter and son-in-law of Steve and
Linda Uphoff have been involved in the details of the project since the land was first purchased five
years ago; they are spearheading the venue’s programming. “We know Uptown Alley will provide
enjoyment for our special community for years to come — a place where friends and family can meet
and create special memories together.”
The strategic relationship with Trifecta has proven to be beneficial. Founding members of the
management group have a deep history in creating compelling entertainment experiences, and
identifying markets that are underserved.
“Being introduced to Uphoff Ventures was serendipitous since Mr. Uphoff, an innovative developer,
wanted to diversify from convenience stores but also explore more than a traditional bowling alley –
something more dynamic. He is a proud Richmond resident and genuinely a good person who gives
back to the community,” said Michael Auger, a Trifecta managing partner. “This custom built venue
from an architectural and experiential perspective, we believe, will be the premier entertainment center
in the country. When conceptualizing the Uptown Alley brand, we wanted to take the best experiences
from throughout the country and add some enhancements, based on guest feedback.”
County officials have been supportive since the inception of this initiative. Chesterfield County
supervisor for Matoaca District, Steve Elswick, said, “On behalf of Chesterfield County, we are certainly
pleased to welcome Uptown Alley as our newest entertainment destination. This $20 million complex
will not only create more than 100 new jobs, but also provide a diverse entertainment venue for both
our community and visitors. Thank you to Trifecta Management Group and especially to Steve and
Linda Uphoff for their continuing commitment to the qualify of life in Chesterfield.”
Uptown Alley is hiring over 100 restaurant positions for immediate employment. Those who are
looking for a fun and exciting place to work can apply through the website as well as at
American Family Fitness located at 4751 Brad McNeer Parkway today through November 2
and from 10:30am – 6:00pm. Must be at least 18 years of age.
For more information, visit www.uptownalleyrichmond.com. Follow Uptown Alley on Facebook at
www.facebook.com/uptownalleyrichmond and on Twitter @UptownAlleyRVA.
About Uptown Alley:
Uptown Alley, located in Midlothian, is a 57,000 square foot multi-level entertainment venue featuring bowling, an arcade, a
full-service restaurant serving Americana classics, an ultra lounge and more. Owned by Uphoff Ventures and operated by
Trifecta Management Group, the two companies have formed a strategic alliance to acquire, develop and operate properties,
providing communities with first-class, leading-edge entertainment venues, with an immediate focus on the expansion of the
Uptown Alley concept. Uptown Alley debuted in Surprise, Arizona, in May 2012, opening to critically acclaimed reviews and
great guest reaction. Visit www.uptownalleyrichmond.com for more information.
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