Classic video games are a staple in the industry for a reason. They're forefathers, foundations of what came after them. It’s hardly any wonder why they’re still played to this day, and perhaps also better enjoyed in the company of friends.
Such a sentiment brings us to the new Cobra Arcade and Bar in downtown Phoenix. It officially opened in January and is located a few blocks from ASU's downtown campus. Next door to the popular FilmBar, the 21-and-over locale features an ever-rotating lineup of classic and modern arcade game cabinets, refurbished and styled by co-owner Ariel Bracamontes and local artists.
In terms of personal love, he said that he enjoys the weird games — those that have been forgotten.
“They’ll forget about it,” he said, using the action game “Strider” as an example, “but then they’ll walk by it and say ‘Dude, I remember that!’”
The 40 cabinets housed in the arcade come from his personal library. He said that he traveled state to state, from California to Texas, to add them to the collection, which numbers around 150 total. It includes titles such as “Marvel vs Capcom 2”, “Stunt Runner” and “Dragon’s Lair”.
Cool lights, big windows, amazing mural, and now our very own custom made sign... You can't miss us!!! #cobraarcadebar...
Posted by Cobra Arcade Bar on Friday, January 15, 2016
The Cobra Arcade is a project three years in the making. It is a collaboration between Bracamontes and partner Nico Paredes, property owner Chuckie Duff and hospitality group Genuine Concepts.
“In 2012, we started doing a thing called ‘Artcade,’” Bracamontes said of himself and Paredes. “We had 25 machines painted by 25 local artists.”
The idea started as a show but grew into a lounge, housing the games at the now closed Parazol Studios in downtown Phoenix.
“When we found these machines, people didn’t like them,” he said. “Nobody cared about them. We were pulling them out of backyards and garages — we started buying them for nothing. Then we would fix them up and came up with the idea to have artists paint the sides.”
From there, Bracamontes and Paredes sifted through two other locations in downtown before settling on their current residence. Afterwards the two linked with Logan Purser, director of operations for hospitality company Genuine Concepts to Purser said that this wasn’t the company’s first time opening an arcade bar.
“We tried our own hand at it in Old Town Scottsdale, a place called The King,” he said. “But we were using third party vendors for the games, and it was really difficult for them to understand our concept and what we wanted to do, and also not charge a bunch.”
The King closed in 2014. Purser then met Bracamontes and, in his words, the relationship just “clicked.”
“Ari’s got a very similar personality, he works super hard, he's funny, very level-headed and knows everything about a lot of different subjects." he said.
Eventually, they were able to create two different aspects in one place — an arcade and a lounge atmosphere.
“I wanted to bring this to Phoenix bad.” Bracamontes said. “There was no other reason.”
From the start, it’s easy to see the artistry that lines each cabinet. Personal touches dot nearly all of the cabinets, enhancing the theme of each game: a picture of a pepperoni pizza lines the header of the “Teenage Mutant Ninja Turtles” cabinet. Elsewhere, the evolution from man to animal lines the sides of the “Altered Beast” cabinet.
Bracamontes also invited local artists to paint the interior and exterior of the arcade, giving it its striking black and white theme. This was done on purpose. While the color of the games provide focus, the art is what gives the interior a lively personality.
Artist El Mac provided the mural that lines the wall near the entrance, while Chris “Volar” Sanchez, another local talent, designed the striping under the bar, modeled after military camouflage. Beat ‘em Up style games such as “Double Dragon” and Sunset Riders” inhabit the main room, alongside fighting games such as “Tekken Tag Tournament.” Older titles such as “Smash TV” and “Galaga” line the walls of the back.
“We want to incorporate art in (Cobra) as much as we can,” he said. “And I think we succeeded.”
Bracamontes’ main goal is for people to have fun while they visit Cobra — a simple idea with multiple layers. About five games would be rotated each month he said, with an emphasis on playtime and player suggestions and feedback. And while it is a bar, non-alchoholic drinks are available for those that don’t drink beer or wine — a notion meant to keep things open for patrons.
DJ sets happen nearly every evening and a local food truck visits as well. Bracamontes and Purser said that future goals include game tournaments for “Street Fighter,” as well as “Super Smash Bros. Sundays” where players can game on the big screen over the bar.
George Cervantes had been visiting Cobra during the week as he works close by. He said he prefers playing “Street Fighter: Third Strike,” which offers up a sense of nostalgia.
“I just hit 30,” Cervantes said. “So this place has all the games I used to play, so it becomes home. And I feel like I go to my home in a better mood.”
Raheem “Mega Ran” Jarbo, a local hip-hop artist and self-described arcade buff, said he appreciated how close Cobra was to him, and what was available to play.
“What got me was the selection of games,” Jarbo said. “This is a place by gamers and for gamers."
Reach the reporter at Damion.Julien-Rohman@asu.edu or follow @legendpenguin on Twitter
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