Brian Palfrey proposes salon suites at 207 S. Elm St. after brewery deal collapses
The Keller City Council tabled a vote on the new plan until Nov. 17, citing parking and access concerns that have plagued the property since 2023.
By Robert Ward ·
Brian Palfrey asked the Keller City Council to approve a specific use permit for the building at 207 S. Elm St. during the Nov. 3 meeting. The request follows the collapse of a previous plan for a craft brewery and pizzeria, leaving Palfrey with a new concept that combines retail with individual salon suites.
The proposed layout changes the first and second floors of the structure. The first floor would feature a 1,323-square-foot coffee or ice cream shop with a patio facing Elm Street. Palfrey described this shop as the focal point of the development. The remaining space on that level would house six individual suites, a laundry room, and an employee break room. The second floor would include a barbershop and salon area, each with four stations.
Council members chose to table the vote until Nov. 17 after a work session. Mayor Ross McMullin asked Palfrey to discuss the building's vision with city staff, specifically addressing parking limitations and entry and exit issues. This follows a site plan approved in June 2023 that allowed seven parking spaces and two handicap-accessible spots, a reduction from the 35 spaces required by code.
Council Member Jarrett Armstrong raised concerns about the parking configuration. He noted that his own office with ten spaces often faces congestion. He questioned how multiple salon operators and customers would manage with the reduced number of spots. Palfrey argued that the city approved the parking variance in 2023 and that public parking on Elm Street will become available once the street reconstruction finishes in late 2027.
The property previously housed the Keller House Collective, a plan approved in March 2025. That agreement included a $72,632 incentive package covering gas line costs, permit fee reimbursements, and partial tax abatement. City staff estimated a 100% return on that investment by the fourth year of operation. City Manager Aaron Rector said he had not directly heard why the brewery tenant withdrew but cited parking, access, and electrical infrastructure as contributing factors to the delay.
Gloria Palfrey spoke during the public hearing, stating she and her husband made extensive efforts to find another tenant after the brewery deal fell through. Brian Palfrey said the new plan would attract hairstylists, barbers, estheticians, and spray-tan technicians. He noted that six other salon suite businesses exist in Keller, with only nine total suites available for rent as of Nov. 3.
Sarah Hensley, the city's director of development services, said 11 spa uses are already approved in Old Town Keller. She estimated the total number of spa uses in the city at 65. Palfrey believes the project will help drive future development by making 207 Elm Street a flagship building in the area.
