SEA AXE Proves Downtown Auburn Can Be a Destination for Experiential Business Growth

When SEA AXE Axe Throwing opened its doors just over three years ago, it was one of only a few experience-driven destinations on Main Street. Today, it's a thriving venue and bar where city leaders, school teachers, warehouse crews, and weekend adventurers all come together for instructor-led axe throwing and group events.

Owner Vance Olsen grew up in Auburn. His approach is tactical, not sentimental.

"We're creating something people talk about," Olsen said. "They come in for fun, but what they remember is the energy, the staff, and the vibe. That's what brings them back."

The SEA AXE model doesn't stop at four walls. A mobile axe-throwing trailer takes the experience off-site to regional events, such as Auburn's Juneteenth celebration, giving the business brand visibility while adding value to city programming. It's part of a growing partnership between SEA AXE and Auburn's economic and cultural initiatives.

"We're not just here to operate," Olsen said. “We're here to be involved.”

The Business Plan That Got a Yes

Olsen's path to opening SEA AXE wasn't guaranteed. Before starting the business, he worked full-time as an indoor skydiving instructor. He wrote his first business plan while holding down that job. Eventually, he and his former business partner quit their roles to pursue this venture full-time. That leap came with no revenue, limited history, and no guarantee of a location.

"I wrote the best business plan I've ever written," Olsen said. "Still, getting someone to trust us with a space wasn't easy. We got lucky with a landlord who saw the potential."

Permitting was complex but not prohibitive. He emphasizes that it's a manageable process for those willing to put in the work.

“You can do this. You just have to do the research, understand the competition, and put the hours in.”

Winter Surge, Summer Dip, and Why More Business Helps Everyone

SEA AXE is busiest in the fall and winter. Rainy weather and company team-building events drive traffic, while summer sees a slowdown as people head outdoors.

This seasonality makes Auburn's business mix even more critical. "If there were more businesses and entertainment nearby, that would help us," Olsen said. "There's room to grow in Auburn. Having more things for people to do keeps them downtown longer."

He compares it to a basic principle in consumer behavior. “Put a Coke machine next to a Pepsi machine, and you'll sell more of both.”

Advice for New Entrepreneurs

Asked whether a second location would be easier to open, Olsen doesn't hesitate.

"Absolutely. I've already done the research. I've built the systems. Anyone opening for the first time has to start from zero, and that means doing the work."

His advice to new entrepreneurs is direct: “You get out what you put in. That's true of every business.”

Downtown Auburn's Next Move

SEA AXE proves that with the right concept, strong planning, and consistent execution, downtown Auburn is a viable location for businesses to grow and succeed, not just survive.

And as Olsen sees it, more businesses only increase that opportunity.

"There's a market here. There's demand. People want something to do. If you're willing to put in the work, Auburn's downtown is ready."

Connect with Auburn Economic Development to explore how your business can thrive in a dynamic downtown and Main Street environment.