by Maloree Murphy | renderings couresy of Collaborative Design Architects

“I AM THE RIGHT PARTNER.

I WANT TO BE HERE FOR 20, 30 YEARS.”

 -JASE MURI 

Inside the Signal Peak Energy Arena, currently under construction, a second-floor Irestaurant will overlook the ice through a full wall of glass. When I sat down with Jase Muri to talk about the food and drink concept headed for the new Signal Peak Energy Arena, I expected the usual arena conversation, quick concessions, and a few predictable baskets. Instead, I walked away pleasantly surprised. Muri is bringing something Billings hasn’t seen before: a self-serve tap wall for beer (and potentially wine), a concept common in larger markets but only recently legalized in Montana.

A RESTAURANT THAT STARTED WITH A RAISED HAND

Muri first saw the arena plans during a walkthrough with the arena donors. When the conversation started on the second-floor restaurant space, he didn’t sit quietly. He raised his hand, asked what the plan was, and then did what he often does when an idea feels right. He chased it. There were multiple interested parties; he prepared a proposal, and the Yellowstone Ice Foundation awarded him the bid. For Muri, the draw wasn’t just the novelty of a new venue. It was the bigger picture.

Even if you don’t skate, play hockey, or know the rules of curling, the arena is poised to become one of those places Billings families end up for all kinds of reasons. Learn-to-skate nights. Birthday parties. Tournaments. Junior hockey games. A new vibe to winter weekends. And when you’ve got that many people circulating through one area, food and drink stops being an afterthought. It becomes part of the experience.

A FAMILY SPORTS BAR

Muri describes Archie’s as a family sports bar, and he intentionally worked with Collaborative Design Architects to curate the space that way. The front side is family dining, with a built-in arcade area so younger siblings have something to do while everyone else watches the game or waits for food. The other side leans more “sports bar,” with high-top seating and what Muri hopes will be a large-format screen for big games.

Muri kept coming back to the idea of warmth and visibility, starting with the view. The restaurant will overlook the rink through a long stretch of glass, with seating designed for spectators. He even pushed for taller, seven-foot glass to create a wide-open view.

THE TAP WALL THAT MAKES YOU DO A DOUBLE TAKE

The first feature people will mention is the self-serve tap system. The vision is a rotating mix that includes local Billings favorites, Montana brews, a few well-known options from around the U.S., and even a couple of international picks. Muri’s also considering dedicating a few taps to wine. If you’ve used a self-pour system before, you know it’s fun and convenient. You grab a card, pour what you want, and pay for what you pour. It’s also a smart way to reduce the staffing strain that restaurants everywhere are facing.

Muri says the tap wall will be set up with clear sightlines from the bar so staff can monitor the area. It’s not tucked around a corner, and it’s not designed to be a free-for-all. Each customer will only be allotted a certain number of ounces, so it is good to control overconsumption. Keeping the experience fun and responsible.

A MENU DESIGNED FOR ARENA LIFE

Archie’s isn’t trying to be a white-tablecloth destination. Muri says the menu will center around food that holds up well, travels easily, and tastes good whether you’re eating at a table or taking it out to watch the action.

A COUPLE OF SIGNATURE ITEMS ARE ALREADY IN THE WORKS.

• Smash burgers, the kind that feel like classic comfort food done right.
• Archie’s Noodles, an Asian-inspired noodle bowl with teriyaki sauce and your choice of chicken, beef, or shrimp, plus vegetables.

Another piece of the concept is availability. Muri wants Archie’s open every day, ideally breakfast, lunch, and dinner, not only for game nights. Muri has seen what works through his experience at the Billings Hotel and Convention Center. He points to delivery as a real revenue stream and expects Archie’s to tap into it. If the food’s solid, people don’t care that you’re in a sports complex.

THE ARCHIE'S TEAM AND WHAT THIS DOES FOR BILLINGS

Muri has been testing food ideas with his team, treating it as an internal focus group. That team includes Stephanie Marr, who will serve as general manager at Archie’s after working alongside Muri at the Billings Hotel and Convention Center, and Crystal Hodge, who brings a food-and-beverage background from the Denver area. He’s also in conversation with Curt Perchal, a familiar name in local concessions, about how to execute high-volume food service on junior hockey nights.

Archies Alehouse will create jobs and support growth in Billings and within the arena's activities. Muri said it plainly during our conversation: he isn’t building this for a quick win. He wants to be the right partner for the arena and for Billings over the long haul. And honestly, that’s the part worth rooting for.

Originally printed in the March 2026 issue of Simply Local Magazine

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