New Waterford Bar: “Like Hooters, Only Classier”

New Sports Bar Proposed

After months of vacancy, 372 Boston Post Road could be rocking again with a business model that hasn’t failed yet: cold beer, massive televisions and plenty of attractive women.

Richard Camerlin, owner of the property (formerly Fire and Ice and Septembers) for the past 30 years, has proposed to turn the building into Wow Sports Bar. The idea is to have three 12-foot projection televisions, along with several smaller LCD models, bar food and good-looking waitresses, he said.

“Wow Sports bar is a sports bar that will be similar to Hooters or Tilted Kilt, only classier,” Camerlin wrote in a business model submitted to the town’s Planning and Zoning Commission. “The three keys to success include but are not limited to having a prime location, hiring attractive waitresses and offering great food and drinks.”

Camerlin’s proposal is currently under review by the commission. He plans to increase the size of the parking lot to 72 spots; such a move requires the commission’s approval.

Camerlin submitted the plans in January, but has still not received approval, and won’t until at least March 14, the commission’s next meeting. The delay has been frustrating, he said.

“It’s like the town doesn’t even want to have it,” he said. “I say what the heck, it would provide employment while it is open and the taxes would go up.”

The bar would bring 40 jobs, Camerlin said. Within one year, the bar would turn a $248,802 profit, according to his business plan.


Camerlin, who lives in North Carolina, has worked in the restaurant industry for 64 years. He started the bar Dial Tone in Connecticut in the 1970s, which would go on to have 12 locations throughout New England.

He is also hoping to turn Wow Sports Bar into a franchise. Each table would have its own speaker, so patrons could listen to the game they wanted to listen to at whatever volume they wanted, he said.

“There is no other place like it in the area,” Camerlin said. “I think people will really like it.”

The bar would be open from 11 a.m. to 2 a.m. every day, and hold up to 175 people, he said. The startup cost for somebody else to have the franchise would be $1.25 million, he said.

The planning and zoning commission still has to approve his new design for the parking lot. Camerlin has not fully detailed water runoff for the new site, the commission said.

Johnny Wtfd March 01, 2011 at 12:02 PM
This town will somehow force yet another new business out of town.
Kevin Girard March 01, 2011 at 01:05 PM
Let the guy have his bar. Nothing in that spot has stayed open very long (so if you don't like it, it won't be there long). If you don't like what he's doing there, don't go. Use his tax money to pay for the TAG program.
Terry March 01, 2011 at 01:33 PM
Dont really like the name. People trying to call them, may call WOW, work out world.
Paul Petrone (Editor) March 01, 2011 at 01:44 PM
Hard to disagree with that. A new name wouldn't be the worse idea... any suggestions?
John Sheehan March 01, 2011 at 03:45 PM
Dial Tone was the name of the first occupant of that location back in the late sixties. Each booth had a phone and a number over the booth. The idea was for the guys to call the girls in other booths. I guess Mr.Camerlin bought the property then but is just getting back into the "night joint" business.
Kevin Girard March 02, 2011 at 02:18 AM
Paul: Do you really want an answer to that? :-)
Terry March 02, 2011 at 08:00 PM
Waterford Sports Bar sounds a little boring. I remember going to a place when I was younger called Maximus!!! Loved that place. How about that for a name?
Paul Petrone (Editor) March 02, 2011 at 11:11 PM
Well its WOW Sports Bar, but yea not the greatest name... Maximus is better. I'm curious what Kevin had in mind...
Kevin Girard March 03, 2011 at 01:34 AM
Oh so many possibilities... Dee Dee's (or should it be DD's?) might be an idea. BazOOkas? Top Shelf? Third Base? Whipflash? Heads Up? mmm... I'm not exactly a marketing type...
Elaine Gagnier March 03, 2011 at 04:38 AM
Great idea....Will they hire attractive waiters as well as " atractive waitresses" ?
Gail Malloy March 07, 2011 at 09:39 PM
After months of vacancy, 372 Boston Post Road could be rocking again with a business model that hasn’t failed yet: cold beer, massive televisions and plenty of attractive women. Fine & well, how-ever as said above, let's also hope there will be plenty of nice looking men as waiters
Kellie W. March 12, 2011 at 10:52 PM
hahaha elaine.. that comment made me giggle because its soo true :D
Rob March 13, 2011 at 02:53 PM
WOW Sports Bar sounds like a virtual sports bar located in World of Warcraft. Isn't there already a place called WOW on 85? Hopefully they can cut some more holes in the side of the building for windows because right now the building just looks like a strip joint. It would be nice if a quality local bar existed similar to http://www.chicagosams.com in Enfield and http://rookiesct.com/ in Cromwell.
alshibs September 08, 2011 at 05:13 PM
Nice catch, but I don't think spelling ability is a requirment for a successful bar business. He is up front about his business model and target audience. He should go all the way and name it Ta Ta's, The Rack, or Boobies. Why leave any doubt? :)


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