MADISON, NJ - Playing word association, the query "bowling alley" would likely elicit responses of "bowling balls," "lanes," "food" and "beer."

STRYXE, newly opened in Madison, is redefining what consumers think of in a bowling alley. Of course, all of the essentials -- including food and beer -- are there, but the entire experience has been elevated, positioning STRYXE as a mega-entertainment destination.  

By intention, the new space holds an appeal to several different market segments -- including families, adults and corporate clientele -- as the concept has been designed to be offer an environment where patrons can come not just to bowl, but to relax, have fun and enjoy themselves.

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Two large, U-shaped bars flank either end of the space, serving craft brews on tap as well as signature cocktails. There is even a "Pregatini" on the menu, a mock-tail of sorts for those expecting. STRYXE also features a solid wine-by-the-glass menu, more in line with a great restaurant rather than the old, local lanes.

Clientele can eat gourmet comfort food and drink craft cocktails anywhere throughout the facility, including by two indoor fireplaces, not exactly the image of plastic cups and cold pizza traditionally associated with a bowling establishment.

To keep everyone happy and rolling along, the venue has 20 bowling lanes, an interactive arcade and classic parlor games including pool tables and shuffleboard. All amusements leverage a pre-paid card that is reloadable and stores points earned. Points can be redeemed for merchandise right at guest services.

STRYXE ownership has said that the project is the result of "hard work by a lot of great people, with the sleek, visually-appealing modern design credited to the creative mind of Adam Zangrilli of Zangrilli Design."

A  high focus was placed on handcraftsmanship, with all the banquette seating custom made to fit the design, and tables made from old bowling lane wood. All new equipment in the facility is strictly state-of-the-art.

While the focus on the entertainment us key, food plays a major role in the operation. Under the direction of Executive Chef Rolf Baumann, a menu was designed to be consistent with STRYXE boutique, handcrafted concept. Menu items are made to order and prepared in house, with the vast majority made on-site including pizza dough, fresh mozzarella, hand cut fries and fresh baked bread. Baumann plans to source ingredients locally whenever possible.    

The menu features a modern spin on old classics, like the "Ultimate Mac & Cheese" with brie, gruyere and cheddar, as well as some new soon-to-be favorites like the "Chicken Waffle Bites, with Drizzled Honey." 

Perfectly suited to its handcrafted concept, STRYXE features a wood-fired pizza oven. By the pizza bar, one will find Master Pizzaiolo, Nicolo Fazio, making signature 'La Tabisca' which is a unique pizza style originating in Sciacca, Sicily, that is characterized by its hand-crafted oblong shape and fire-cooked wheat crust.

The new space is not only conducive to a great night out for families and adults, but was designed for corporate events and large private parties. Spacious private rooms equipped with audio-visual presentation equipment are available for a meeting or event throughout the facility. 

A goal of ownership is to "draw in both corporations and local businesses who want an easy and unique place to hold a meeting or team building event." Parties can claim some or all of a given private space, with the overall design geared toward flexibility and high technology capabilities.

STRYXE is located at 300 Main Street in Madison. It is open seven days a week and, for further information, visit stryxe.com or call 973-377-8919.