With a week to go, online bids for Texas dance hall approach $250,000


With about a week to go, online bids for a Texas dance hall an Austin businessman is looking to unload are approaching a quarter of a million dollars.

Doug Guller, founder of ATX Brands, has listed Schroeder Hall in Schroeder – 17 miles east of Victoria – on online auction site eBay, where 132 bids have been placed so far.

As of Friday morning, the highest bid was $220,100.

The auction ends April 15.

Guller, whose company owns Bikinis Sports Bar and Grill, the Austin franchise of Gino’s East pizza, Pelons, 508 Tequila Bar, Parish and Scoot Inn, said he decided to sell Schroeder Hall for two reasons. First, he’s looking to get out of the live music business and focus more on his restaurants. Second, Guller wants to have most – if not all – of his holdings in the Austin area so it’s easier to keep an eye on them.

Already, Guller listed former Hill Country ghost town Bankersmith – briefly known as Bikinis, Texas – for sale. He also let go of the Gino’s East franchises in Dallas, Houston and San Antonio.

“It just feels like the right time to do this,” Guller said. “It’s hard to be in two places at once.”

Guller bought Schroeder Hall in 2014, after hearing about it from a friend. The venue opened in 1890 and is the second-oldest dance hall in Texas, Guller said.

He’s hopeful someone local will buy it, giving the facility the attention it needs.

“The great thing about putting it on eBay is that it gives me a much wider net to find a buyer,” Guller said.



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