A former Al’s Formal Wear location along Airport Freeway will soon be home to the city’s first indoor shooting range and firearms training facility.
Shoot Smart, with locations in the Alliance Corridor and Grand Prairie, recently got approval from the City Council to open its third location, at 2021 W. Airport Freeway.
There are two buildings on the site, but one was demolished because of the project to widen Airport Freeway.
Roxanne Laney, who owns Shoot Smart along with her husband, James, told council members that the shooting range is a family-oriented business that will have 10 to 20 lanes with room to expand.
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Training on how to use firearms safely is a top priority, she said.
“Our purpose is to deliver entertainment through education. The more you know about firearms, the more fun you will have because your skills are better,” Laney said.
The training is primarily oriented to new shooters. “You can start out not knowing anything and get to be very proficient,” she said.
Firearms training is offered to individuals, groups and some corporate customers.
Shoot Smart caters to millennials, women and minorities, Laney said.
At her Grand Prairie location, customers tend to be African-American and Asian, while at the north Fort Worth location near Keller, a higher percentage of customers are Anglo.
We were dumbfounded as to how professional [city officials] were. That hasn’t been our experience in every city we worked with.
Roxanne Laney, owner of Shoot Smart Indoor Shooting Range
When asked why millennials are attracted to the shooting range, Laney said it is because of Shoot Smart’s heavy emphasis on social media.
“A lot of minorities are focused on their phones. They may not have a computer at home,” she said.
Laney said the 30,894-square-foot, two-story building will have space for the gun range, a training facility and a retail area. The building will have new landscaping and will also be painted to match the design of the other Shoot Smart locations
The renovated building will also have the appropriate noise-reduction and safety features.
“The Euless range is our vision to occupy and renovate a building,” she said.
Laney said Shoot Smart is scheduled to open this fall, and she is looking forward to expanding into Euless.
“We were dumbfounded as to how professional [city officials] were. “That hasn’t been our experience in every city we worked with,” she said.