A 9,500-square-foot pool hall and retail showroom is taking shape inside Tanger Outlets Gonzales, and the family behind it says it will run entirely without alcohol sales. The Billiard Brothers has begun buildout at Suite 114, 2100 Steven B Tanger St. in Gonzales, with co-owner Will White targeting a mid-fall opening if the construction schedule holds.
The venture traces back to 2019, when brothers Mike and Will White founded The Billiard Brothers LLC as a pool table installation, repair, and BYOB pool hall business in Denham Springs, in neighboring Livingston Parish. As reported by WhatNow, the company has since grown from that smaller repair shop into a much larger complex now under construction in Ascension Parish. Will White has spent decades installing and maintaining pool tables, and the new location is set to feature professional-grade tables while The Billiard Brothers serves as an authorized dealer for Olhausen, Brunswick, and Diamond.
A Family Arcade Built to Skip the Bar
White has said the business can succeed without alcohol sales, and the floor plan backs that pitch. In an official update after the company picked up keys to the suite this month, White specified plans to outfit the venue with 12 to 16 pool tables, ping-pong, shuffleboard, foosball, two PlayStation stations, two Xbox stations, and potentially virtual reality gaming setups, according to a Facebook post from the company. Dedicated gaming stations with Xbox and PlayStation consoles are meant to widen the appeal beyond traditional pool players, drawing in younger visitors and families looking for an alcohol-free hangout.
Pricing is set at $5 per person per hour for pool tables, and the business also plans to offer pool-table installations and custom game room consultations for households looking to build out their own setups. White has said he plans to hold a weekly family night featuring Christian rock music, adding a recurring community draw beyond open pool play. He has also said the business needs community support as it gets off the ground in its new market.
Tapping a League Pipeline and a Booming Parish
White previously organized regional American Poolplayers Association league play in the Baton Rouge market, using competition-grade Simonis cloth and Aramith billiard balls at his venue. He now plans to start a youth league sanctioned by the Billiards Congress of America, which along with its affiliate the Billiard Education Foundation oversees national junior pool leagues and hosts annual Junior National 9-Ball Championships that qualify young players for world competitions, according to the Muddy River News.
That youth focus lines up with the demographics of the market The Billiard Brothers is moving into. Ascension Parish reached an estimated 135,105 residents in 2025, a 26.2% growth rate since 2010, per USAFacts. Census Bureau 2024 American Community Survey estimates cited by USAFacts show 25.7% of parish residents, or roughly 34,400 people, are under 18, well above Louisiana's statewide youth share of 23.3% and the national average of 21.6%. The parish also includes 7,500 students in grades 9 through 12, a pool of potential players for a BCA-sanctioned youth league.
Higher Incomes and a Growing Retail Hub
Ascension Parish also carries strong purchasing power to support the venue's hourly pricing and retail sales. The parish recorded a median household income of $94,351 in 2024, about 1.5 times Louisiana's statewide median of $60,986, according to Census Reporter. The Billiard Brothers is aiming to capture holiday spending as it settles into a retail environment built for exactly that kind of traffic.
Tanger Outlets Gonzales spans 321,000 square feet of leasable retail space across more than 60 storefronts and draws an average of 2.5 million visitor trips annually between Baton Rouge and New Orleans, per Spacewise. The outlet center sits directly off Interstate 10, positioning the new pool hall inside one of the busiest commercial corridors in the region. The Louisiana Department of Transportation and Development opened a new roundabout on LA-30 at South St. Landry Avenue near the outlets in late 2025, with surrounding corridor construction continuing into mid-2026 to manage traffic around the shopping center.
Gonzales, known as the Jambalaya Capital of the World, functions as Ascension Parish's primary commercial hub and has attracted major economic investment recently, including a $69 million industrial center announced in February 2025, according to the City of Gonzales. The Billiard Brothers' arrival adds another entertainment option to a city already balancing large retail centers along I-10 with growing industrial investment. Whether an alcohol-free model can sustain a 9,500-square-foot footprint inside a major outlet center remains to be seen, and the exact opening date is still subject to final permitting.
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