It was the Quayside's gloriously tacky version of Coyote Ugly.
Now Buffalo Joes, a true guilty pleasure on the North East nightlife scene, is back on the market.
The cheesy boozer was an early noughties favourite, largely due to its close proximity to Baja - and, of course, the bucking bronco.
Even Mike Ashley paid a visit once - in his Toon top - before he became public enemy number one among NUFC fans.
Shot girls, cowboy hats and banging tunes were Joe's bread and butter.
Nestled on the once bustling Gateshead side of the River Tyne, while it may not have been the classiest joint in town, in its heyday it was certainly one of the busiest.
Queues would stretch along Pipewellgate , with punters desperate to get into there or Baja.
For those who didn't, there was also the Tuxedo Princess, where a revolving dance floor and all-you-can-drink for a tenner was your consolation prize.
However glory days don't last forever, and the party eventually came to a crashing halt around a decade ago, amid changing tastes and trend.
It seemed people tired of drinking £2 bottles of VK on a night out.
Just three years after a record 12 months in 2017, the administrators were called in as interest in Gateshead's once-booming strip vanished.
Both Baja and the Tuxedo Princess had already gone by this time, and an attempt to re-brand it as Viva did little to lure revellers back over the Swing Bridge.
It has taken a few years, but the side of the Tyne is now enjoying a resurgence, largely due to By The River - even if it is a million miles from the tacky delight of Buffalo Joe's.
And as for Baja, that is set to be turned into ultra-hip office space. And while the future for the Buffalo Joe's site is still to be decided, it still held a special place in the hearts of a generation of drinkers.
