Ax-throwing venue opens its doors in Las Cruces amid COVID-19 pandemic
LAS CRUCES – It’s definitely not your typical entertainment venue, but ax-throwing has been gaining popularity across the United States. One Las Cruces entrepreneur hopes that it will catch on in the City of Crosses.
But, as many small-business owners have discovered, grand openings during a pandemic can present a number of challenges.
A shortage of entertainment
“I have always wanted to start my own business, but have just never found the exact right thing to do,” said Mike Evett, owner of Aggies’ Axes, 1763 E. University Ave., Ste. B. The space was previously occupied by Aden Market, a grocery store specializing in Middle Eastern foods, which has since moved to 1001 S. Solano Drive.
“We moved to Las Cruces from Austin about two years ago, and I noticed that there was a significant shortage of entertainment here — particularly for college- and high-school-aged students," he said.
Evett had seen ax-throwing in other places around the country and thought it was cool. He saw it as a fun thing for people to do in Las Cruces.
“I got in contact with a few people who had started their own, and I decided to pursue it,” he told the Sun-News.
Kenneth Andrews celebrates his 18th birthday with family and friends at Aggies' Axes, a newly-opened ax-throwing venue near the campus of New Mexico State University in Las Cruces on Friday, Sept. 4, 2020. [Nathan Fish / Las Cruces Sun-News]
Because Evett believed a key to the venue’s success would be its ability to attract college students, he deliberately sought out a location near the New Mexico State University campus.
“I want us to be the go-to spot for entertainment in Las Cruces,” Evett said. “Strategically, we found a spot right across from campus. The students have a place that’s within walking distance. They can go with their friends, get rid of some stress and have a great time. It’s just as simple as that. We want to be the go-to hang-out spot in Las Cruces.”
‘And then all this happened’
Before the first cases of COVID-19 were announced in New Mexico on March 11, Aggies’ Axes had been in the works for about six months.
“We finally found the right space, and we finalized the lease at the beginning of January — and then you know what happened shortly after that,” Evett said. “I hadn’t heard anything about (COVID-19), and then all this happened.”
Evett said he began hearing whispers about the novel coronavirus in mid-February. At that point, he explained, people were saying that the flu was way more serious than this.
“We were planning to open in April,” he said. “Around mid-March, it began to sink in, and we started to realize that this was going to set us back. We probably weren’t going to be able to open; and, sure enough, it put us all the way back to July.”
Overcoming COVID-19 challenges
“I think that the easiest thing we could have done would have been to just have completely bailed on the whole thing right away,” Evett said. “We had started our build-up before things got bad with the coronavirus. And so I felt an obligation to keep up my end of the commitment.”
When the pandemic set in, Evett was paying a contractor. They had come to an agreement, and the contractor was doing his part. Evett said he felt a commitment and an obligation to see the job through and to ensure he got paid.
“Fortunately, we had planned — as most businesses do when they start up — we needed to have a reserve fund,” Evett said. “We knew we needed to have x-amount of money to get us through difficult times. We had no idea that this was approaching.”
Sheathed axes are pictured at Aggies' Axes, an ax-throwing venue at 1763 E. University Ave., Ste. B, in Las Cruces on Friday, Sept. 4, 2020. [Nathan Fish / Las Cruces Sun-News]
With a cooperative landlord willing to extend a rent-free period in the early days of the outbreak, the business was able to get through the build-out and the most difficult times of the coronavirus shutdown.
“But I can’t say it was easy,” Evett added. “It was very stressful. The biggest thing is that we all wanted to deal with COVID, but we wanted to do so safely. So we weren’t going to rush and say, ‘Come here. Throw axes, just so we can make money. And who cares about your safety.’”
Nevertheless, Evett is not one to give up easily.
“It’s kind of how I’ve lived my life,” he said. “When I set a goal, I do everything possible to follow through. Of course, it’s different when you have business partners — when it’s not just your investment. In my mind, people are always going to want something to do. So, even in the most challenging of times, it may take a lot more effort than it would have before. But I think there’s always a way to be successful.”
Currently, Aggies’ Axes has one employee. Evett said he feels accountable to her, and that he wants to ensure she continues to have a job.
“This is something that has taken a lot of planning, so I want it to be successful; I don’t want it to be a failure,” he added.
Safety restrictions in place
Beginning in April, Aggies’ Axes began focusing on trying to find the right time to safely open. Because of statewide restrictions, Evett didn’t come to believe that was possible until July.
“And, even then, we opened with strict restrictions,” he said. “And we’re still abiding by strict restrictions, to keep everyone safe and our business afloat.”
Evett said that the most unexpected development during the pandemic was the stringent restrictions placed on businesses by the state government. However, he concedes that “in a way, that was helpful, because we didn’t have to make the tough decisions and say, ‘Well, we think we can open safely.’”
Family and friends celebrate Kenneth Andrews' 18th birthday at Aggies' Axes, an ax-throwing venue at 1763 E. University Ave., Ste. B in Las Cruces, on Friday, Sept. 4, 2020. [Nathan Fish / Las Cruces Sun-News]
The limits on capacity have presented their own challenges, Evett said.
“Never in my life can I remember not being able to go someplace with as many people as I wanted and do an activity,” he said. “Our business, by its very nature, encourages groups to come and get together. And so that’s been one of our biggest obstacles — limiting group sizes and spacing them out.”
The venue’s occupancy is currently limited to 25 people.
Why throw an ax?
“There’s something about — when you throw an ax, and you stick it into the bullseye of the board — it’s a feeling you don’t get anywhere else,” Evett explained. “Initially, you think it’s going to be very difficult, and oftentimes it is. But usually, after 10 to 15 minutes, you start to get the hang of it and you’re sticking quite a few throws.
Evett said there’s a fulfillment that comes from watching the ax fly 12 feet through the air and stick into the board — and hearing the sound it makes as it sticks.
“It’s pretty fulfilling. It’s pretty fun,” he said.
When you walk into Aggies’ Axes, it can be a little loud. One is immediately surrounded by the sound of axes hitting the board — or, sometimes, the ground.
“And, similar to bowling, it can be enjoyed by such a wide age range — your parents, your grandparents and your younger siblings,” he said. “You can all throw and have a good time.”
However, it’s worth noting you must be at least 12 years old to throw an ax at Aggies’ Axes.
Looking ahead
Aggies’ Axes is a member of the World Axe Throwing League. As a member, plans are underway to begin its first league event on Sept. 16.
“It will be an eight-week league,” Evett explained. “We’ll keep score and keep score with the WATL app; if your scores are high enough, you can qualify for different tournaments around the country. The championship tournament is hosted by ESPN on national TV.”
While ax-throwing might not be an activity familiar to Las Crucens, Evett believes it is a pastime that residents can easily take up and enjoy.
“Ax-throwing is not something to be intimidated by,” he said. “You come into the venue, and we give you a demonstration. We give you tips, and we let you throw it. We want for you to have the best time. A lot of people come in apprehensive. But everyone who has come in so far has had a blast. They always think it was more fun than they were expecting.”
Contrary to popular belief, success is not about brute force — or throwing the ax hard, he said.
“It’s more about finesse. It’s just a unique sport. It’s one of those things you need to try. There’s no judgment at Aggies' Axes. We want you to have the best time.”
If you go:
What: Aggies’ Axes
Where: 1763 E. University Ave. Ste. B
When:
Monday-Saturday: 4 p.m.-10 p.m.
Closed Sunday
Contact: 575-449-2225
Online: Online at https://www.aggiesaxes.com/; on Facebook at https://www.facebook.com/aggiesaxes/.
Damien Willis is a Lead Reporter for the Las Cruces Sun-News. He can be reached at 575-541-5443, dwillis@lcsun-news.com or @DamienWillis on Twitter.
This story originally appeared in the Las Cruces Sun-News on Sept. 10, 2020.
