Ignoring Rock & Brews, the new rock, beer and big party hall, will be difficult.

When a business founded by KISS rock-n-rollers Gene Simmons and Paul Stanley opens, anything less would be disappointing.

Already causing commotion is the neck of a giant guitar rising toward the sky along Texas 114 in Grapevine. Then instead of a normal groundbreaking or ribbon cutting, restaurant execs invited Grapevine Mayor William D. Tate to front a ceremonial guitar smashing.

“We aim to please,” the company’s CFO, Corey Hingson, said.

The 9,000-square-foot Grapevine Rock & Brews opened July 2 at 520 W. Texas 114 ready to serve sports fans, booster clubs, rock fans and entire neighborhoods. This restaurant — the fourth one in the state — promises the same 72-inch TV screens playing both music videos and live sports.

“That’s absolutely what we’re all about, rock and roll and sports,” Hingson said. “We prioritize local teams, prioritize college football and NFL. It’s a fine balance.”

Rock & Brews’ new Grapevine location is the company’s fourth in Texas.

A lively atmosphere with the restaurant’s Great Wall of Rock and concert lighting will set the stage for a record experience. General manager John Bilek previewed the highpoints during Grapevine’s Main Street Festival’s Brews & Bites with a beer pairing featuring the menu’s top hits — craft beer matched with everything from the popular Cajun pasta to ribs to sliders.

Big groups will be rockin’ this new spot, according to Hingson, because they welcome large parties there. The soccer team? Yes. Retirement party? Sure. Rehearsal dinner? Oh yeah, you can book it at Rock & Brews.

“We do all sizes,” Hingson said. “Everybody can find something. We’re attractive to everybody out there.”

The first Rock & Brews opened in 2010 in Southern California, and more than 20 franchises now operate in Texas, California, Oklahoma, Florida, Kansas, Missouri, Wisconsin and Washington.

Rock influences the restaurant’s cocktails — otherwise known as “Rocktails.” A list of specialty drinks includes Rock Candy made with Sammy Hagar’s Silver Beach Bar Rum, and the 18-bottle wine list includes one from local-boy-turned-rock-star Post Malone, whose likeness appears over the bar in Grapevine. Malone’s Maison No. 9 Rose is a top hit.

“Everybody loves the Back In Blackberry mojitos,” said company executive Dave Stevens, referring to the cocktail inspired by the band AC/DC’s song “Back in Black.”

Reserve bourbons will be behind the bar, too. Look for Blanton’s, Booker’s, E.H. Taylor Eagle Rare and George T. Stagg.

Another group the restaurant hopes to transform into groupies is beer lovers. The beers on tap are just as important as the rock videos on the big screens. Expect to see 48 draft beers on tap, and the opening will include two Grapevine breweries. Roller Town Beerworks’ Who’s the Hefe and Juice Serum and Hop & Sting’s Miracle Wheat Blood Orange and Masterminds IPA made the cut of the carefully curated beers. Other Texas beers offered will be Bishop Cider, Siren Rock Brewing, Community Beer, Karbach Brewing, Deep Ellum Brewing, Weathered Souls, (512) Brewing, Peticolas Brewing, Bitter Sisters Brewing and Revolver Brewing, according to Stevens, the company’s beer expert.

“We always have 10 drafts that are constantly rotating, and most of those will be local drafts,” Stevens said. One he expects will sell out like a Taylor Swift concert will be Dog Fish Head 120 Minute IPA. It will be in the seasonal rotation, and he knows beer fans will be on tap for the opening.

With a name like Rock & Brews, live music definitely had to be a part of the mix. Expect to hear local musicians Wednesdays and Fridays. At some point, even Simmons and Stanley are expected to show up. No one’s sure, though, whether they’ll sing a set or smash a guitar.