Ahead of the official start of the Ford Amphitheater’s second season, the venue’s owner, Colorado Springs-based VENU, has announced a new project, this time in Centennial. It will be called The Hall at Bourbon Brothers and Bourbon Brothers Smokehouse & Tavern and occupy the 50,000-square-foot former Celebrity Lanes bowling alley.

The redesign will feature a “state-of-the-art” indoor music hall, rental spaces and a restaurant all featuring VENU’s “signature” luxury experience. Also coming will be “reimagined” Luxe FireSuites, adapting the fire pit-equipped suites of the Ford Amphitheater to an indoor setting.

VENU plans to close on the property located at 15755 E. Arapahoe Road in Centennial by June 1 and start work on the “first-of-its-kind development,” the company said in a news release .

The demand for this kind of “premium space” is there, VENU President Will Hodgson said in the release.

“Music fans are no longer satisfied with simply walking through the front doors of a venue — they’re looking for more,” he said. “We’ve watched a clear shift in preferences: people want experiences that feel intentional, exclusive, and elevated. VENU is leading that transformation by designing with the fan in mind from day one.”

VENU already has a Bourbon Brothers Smokehouse & Tavern and the Phil Long Music Hall at Bourbon Brothers in Colorado Springs and a Bourbon Brothers and a music hall in Gainesville, Ga. It also is developing amphitheaters in Texas and Oklahoma.

The Ford Amphitheater’s second season, meanwhile, opens with a concert at month’s end. The amphitheater, an open-air, 8,000-seat venue on the north side of the Springs, opened last year to rave reviews from concertgoers and jeers from hundreds of residents who complained that noise levels were too high.

In late January, Colorado Springs and VENU announced an agreement to issue a new noise hardship permit for the 2025 concert season. Before the amphitheater’s first season, the city issued a noise hardship permit that allowed the venue to exceed Colorado Springs’ sound limits of 50 decibels between 7 p.m. and 7 a.m. in residential areas; the new hardship permit is limited to Polaris Pointe, the commercial space immediately surrounding the amphitheater. Concert noise in all neighborhoods outside of Polaris Pointe would have to obey the noise standards and ordinances set by the city or El Paso County.

The new permit came with a noise mitigation agreement that required noise monitoring equipment and set penalties for violations of the city’s underlying noise ordinances.

As the Centennial venue is an indoor one, noise shouldn’t be an issue. However, VENU remains committed to being a good neighbor, spokesperson Chloe Hoeft said.

“Our ears are open for feedback,” she added.

While there have been no specific plans announced around seating capacity or other features, the experience at the new location promises to be a new one, according to J.W. Roth, the founder, chairman and CEO of VENU.

“Take everything you know about indoor venues and throw it out the window,” he said in the release. “We have assembled a powerhouse team of architects, designers, and operators to deliver the ultimate destination in Centennial. It will set a new standard not just for Denver, but for the entire industry. Like everything else we do, this will be over the top.”