How a Popular Radio Duo and a Passion for Craft Brewing are Transforming North Texas’ Beer Scene
By Yvonne Brown
I will admit when I first heard the name Rollertown, the proud, nostalgia-loving, eighties teen side of me thought a new roller-skating venue was coming to Frisco, but further questions and research revealed a completely different type of business, and the choice of name runs way deeper than just a boot on wheels.
Rollertown Beerworks is, in fact, a locally-owned craft brewery founded by the popular radio host duo Ben Rogers and Jeff “Skin” Wade of the Ben & Skin Show, along with Ben’s brother Jonathan, who also serves as the Chief Executive Officer (CEO). While this craft brewery and tap room originally launched in 2020 in Celina, just off the downtown square area, earlier this year, they celebrated the announcement and groundbreaking of their new headquarters in Frisco.
Rollertown Beerworks garnered its name from an understanding of the history and emergence of small towns in North Texas. Many of the founders and residents of the various cities we know today built their homes, stores, and businesses in one place, only to later discover the railroad coming through the area would be slightly further away. Rather than accept more distance from the railroad than they would like, many decided to place their structures on logs and steamroll the buildings across fields and roads to establish a better location beside the railroad to survive and thrive.
Co-founders Ben and Skin have an established and loyal following with their radio show that blends sports banter commentary with everyday humor. They have co-hosted the show all over Dallas Ft. Worth for over 20 years, but these two friends have known each other since they were 12 years old, growing up and attending school together in Richardson. It’s a friendship that has stood the test of time and transitioned gracefully into a business partnership with the establishment of Rollertown.
Together, they have built such a strong following on the radio that many listeners see them as authentic friends or even family. So, from time to time, when they would pop up in various areas of the metroplex to sample some local breweries, fans took notice, trusted their choices, and followed them.
Out of this love for craft beer, they eventually took a leap of faith and had the idea to start their own brewery. With a background in beverage brand management and marketing, Ben’s brother Jonathan Rogers branched out of corporate work in 2016 to pursue entrepreneurship. He then also decided to join them as Rollertown’s CEO.
The initial intention was simply to create a unique gathering space in the form of a tap room to bring people together like family, enjoy good beer, and maybe host some homebrewing competitions. Celina was a simple choice, and they leased a building close to downtown. However, just as they planned to open in Spring 2020, the pandemic had other ideas and, of course, put a stop to any on-site visitors. The guys quickly switched gears and started to can the beer instead. The power of media certainly played a part, and fans followed the adapting story closely, supporting the brand and ordering the beer for takeout. They sold out in the first hour, and people were traveling from all over North Texas to purchase the beer.
Now, four years later, the Rollertown team is less than a year away from a dream Headquarters and full brewing and production space in the heart of Frisco. “I hope people recognize that Rollertown is about far more than just exceptional beer. I hope people are excited about what we stand for,” Ben explains. “Rollertown is fueled by a collective belief that people have an opportunity to live their best lives when pursuing their most ambitious dreams while surrounded by close friends and family. That positive and inclusive energy is woven into the fabric of everything we do. We like to dream big and would be honored if Rollertown’s success inspires someone out there to chase some big dreams of their own.”
The arrival of Rollertown in Frisco also completes a vision for the City of Frisco for the beloved ‘silo-tract’ piece of land the new Rollertown Headquarters will occupy. It serves as an anchor to the historic downtown region, better known as The Rail District. Located at the corner of John W Elliot Drive and Main Street, this area is sometimes called Frisco Junction.
Speaking with Jonathan, he explained that the move to Frisco was more than three years in the making. The company has simply outgrown the space at Celina and wanted to expand their taproom and brewing space further and create and establish a larger venue for gatherings and events. “Location is everything, and while we toured various cities and areas around North Texas and consulted with many local breweries, Frisco just seemed like the perfect fit. The city, its management, the Frisco Chamber of Commerce, and all the folks involved could not be more welcoming,” Jonathan says. “We also toured the PGA and spoke to local established businesses and charities. So many people collaborated on both sides to ensure the future vision makes sense.”
Rollertown intends to host home brewing competitions and teach brewing classes to revive the ‘home brewing culture,’ host team building and corporate events, private parties, fantasy football leagues, and, of course, sports events. It truly will be the perfect space for families, local sports teams, and people of all ages to gather while eating and listening to local musicians. As with their Celina venue, pets are always very welcome.
Key investors in the project include notable names like Dude Perfect, Torii Hunter, Travis Frederick, Matt Kemp, and Dirk Nowitzki whom Rollertown has even crafted a beer around known as the ‘Big German.’ As to whether or not any of these legendary guys will appear or have a role at the brewery from time to time, Jonathan simply acknowledges, “Rollertown will be the type of place where you never know who might show up.”
While the move to Frisco is a main focus of the business and has garnered much excitement, Ben is as eager to make the move as he is to reflect on how Rollertown got where it’s at today. He shares, “I’m looking forward to being smack dab in the middle of one of the most exciting, lively, and vibrant cities - not only in North Texas - but in the entire country! From the Dallas Cowboys to the PGA, to FC Dallas, to the Roughriders, to Dude Perfect, to Universal…Frisco, TX, is THE place to be! We can’t wait to be a part of that community!”
“There have been so many surreal moments along this journey,” Ben continues. “From the time we completely sold out of beer in our initial online launch in just 56 minutes, to the time we finalized our partnership agreement with The City of Frisco, to the time Ben Stiller showed up at a Hollywood event wearing a Rollertown hat. But for me, it has to be when Dirk officially came on board. You have to understand what he has meant to our careers and our lives in conjunction with the truly exceptional human being that he is. Calling him a partner is one of the great honors of our lives. And you can keep going right down the line and duplicate those feelings of pride to be business partners with Dirk Nowitzki, Michael Young, Travis Frederick, Torii Hunter, the guys from Dude Perfect, Matt Kemp, Jon Daniels, Erik Burkhardt… the list goes on and on. I couldn’t be prouder to be in business with our incredible partners. It’s a world-class team.”
Jeff “Skin” Wade, Co-Founder, shares Ben’s excitement for this journey and the move to Frisco. “I think it’s a combination of things that are all related to surging momentum. Rollertown’s continued growth and visibility in the marketplace are exciting. The efforts to turn historic downtown Frisco into THE place to be charging people up, and I think the venue we have planned and the type of place it’s going to make it a special destination, and that’s hard to beat when looking ahead. Combine all that and you really have something special on your hands,” Skin admits.
“From my perspective, it’s the perfect place for us to be at this stage in the Rollertown story. We are ready for a step like this - to be located at the heart of an area that wants a place like we’re going to provide a product that we feel is really second to none. For me, it’s always going to be about the beer, and I love the beer that Tommy and his team are brewing. I’m so proud to be able to attach myself to something that I’m passionate about that is of this high quality.”
In looking back on a time that also inspired his vision for the Rollertown space, Jonathan remembers when he had to take part in a type of ice-breaker event in college where everyone from different backgrounds and cultures brought food to an event to mingle, chat, and learn about each other’s background and heritage. “Bringing people together over food and drink is always a hit, and we want to invite and encourage a bunch of people with shared interests who simply want to have a good time and enjoy the space,” Jonathan states.
Looking further into the future Rollertown intends to be involved and partner with as many local Frisco organizations, companies, and charities as possible to create opportunities for everyone to thrive. They have already met and had positive meetings and interactions with Play Frisco, the National Breast Cancer Foundation, and various others to get the ball rolling on future successes and collaborations.
While Jonathan admits the entrepreneurial journey can be a rollercoaster of emotions, the excitement and enthusiasm he feels and shows about this project and its next steps is truly infectious and admirable. With the support of the people they surround themselves with, the team intends also to create a legacy that will be considered generational.
Rollertown is set to continue to be a place of community engagement, and its Frisco headquarters will be a real dream entirely fulfilled, cultivated by family values, and interwoven with a story of true friendship.
Rollertown Beerworks is set to open in Frisco in the Summer of 2025! For more information, visit rollertownbeerworks.com.
Yvonne Brown is a Frisco-based freelance writer who enjoys lattes, authentic Italian food, preferably on a patio, and exploring all aspects of North Texas life with her family and friends.
