Hospitality Design - August 2012 - 80

perspectives

interview: james brennan

A mural of synchronized women divers graces the wall of Gabardine’s retro dining room.
guy. The perception could easily be turned that we’re just trying to be a wolf in sheep’s clothing and really be another nightclub, which I knew we weren’t going to be. So we had to get together and put our arms around how we wanted to have that be designed into the space, from an aspect of making sure that the DJ wasn’t a focal point. We wanted a place, especially in the beginning with Searsucker, that wouldn’t need to be redesigned in five years. Whereas with Burlap, we wanted to test the waters and create something that had a little bit more shock value. The thing that I love about Searsucker and Herringbone is that they’re very authentic and warm and sexy, at the same time. And I DNA. We spelled it a little bit differently since Brian wanted to pay his respects to the ocean: ‘S-E-A’ instead of ‘S-E-E.’ And the fabric theme was born—the fabric of social dining. think that’s why the older they get the better they’re going to look. And that, to me, is the best design you could have.

The patio bar at Asian cowboy-inspired Burlap.

HD: So let’s talk about the main three—Searsucker, Burlap, and Herringbone, all designed by Thomas Schoos (as well as Gabardine). They have different menus and designs but similar DNA?
JB: There are a multitude of different aspects that I think truly create a social dining experience. Some people think if you’ve got one or two of them, that’s enough, but I personally don’t subscribe to that. I think there are five or six [elements]. They’re everything from open kitchens where you can socially engage in watching and talking about what’s going on, to a big bar area that bleeds into some lounging areas, specialty handcrafted cocktails, and food menus that are engaging. (When I say engaging, they’re meant for people to ask their servers questions and maybe chuckle over or be intrigued by.) Last but not least—and I would say most importantly—is what we’re doing musically.

HD: Your concepts are highly successful. Do you think your formula is what diners are looking for today?
JB: It definitely starts with value—and I think value can be defined in many different ways. You can have a menu that’s not low-cost, but still provide other things so they feel like they’re getting more for their money. Value doesn’t necessarily translate into just the price of an entrée—it’s really about what you get for that price. This is where I brought my nightclub mentality in. People would ask me, how do you get people to spend three hundred and seventy five dollars for a twenty-five dollar bottle of Grey Goose? And the reason is there’s so much more than the value of just the bottle of vodka when it gets put on the table—it’s the booth that you’re sitting in, it’s having security staff, your own real estate carved out, not having to fight through the crowd to get to the bar. All those things create value for the customer. That’s the way we look at what we’re doing from a culinary aspect. We have unbelievable service, with consistent, great food that people really enjoy. Then you couple it with what we’re doing musically and the guests’ ability to come in and have a couple of drinks at the bar, be seated for dinner, and when they’re done, move back over to the lounge or bar—it’s a one-stop-shop. People just want more. While there are still some unbelievable white tablecloth, fine dining restaurants out there, I think they are a dying breed. And unless you’re in a super-dense populated urban environment where you can command enough business to really support that, it’s hard for restaurants in, say, a San Diego or some of those tier two and tier three cities, to make it work as an occasion restaurant. People are looking for that value, however the restaurant defines that. I [also] think they’re looking for fun. People have less disposable income to spend on a night out on the town. And they want to make damn sure that they don’t wind up ruining one of those few times they go out.

HD: Can you elaborate on what you are doing with the music?
JB: The term we use is ‘Balearic Beat.’ And it’s a style of music that was born down in the islands of Ibiza, back in the mid-’80s. It’s not like any type of deep nightclub house—it’s a unique, eclectic style of music that has good BPMs (beats per minute) that increase over the course of the night, from a remix Billie Holiday song to a song that you’ve never heard before. It’s certainly a lynchpin of what we’re doing, but we don’t want any particular thing to overshadow the other. Whether it’s the food, the design, the music, or the specialty cocktails, it all has to work. The minute one of them becomes more of something to the rest, then I think we need to reevaluate and recalibrate where we’re at.

HD: Design-wise, what did you want Schoos to create?
JB: Both Brian and Thomas were reluctant, and fought me on the music and the DJ aspect of it. I think the worry came more from the fact that I had been spoken about and written about as a nightclub

80

hospitalitydesign

www.hospitalitydesign.com


http://www.hospitalitydesign.com

Table of Contents for the Digital Edition of Hospitality Design - August 2012

Hospitality Design - August 2012
Contents
Online Contents
From the Editor
From the Show Director
People
Sketchbook
Trends
Competition
Interviews
Jason Wu
Kenneth Cobonpue
HD Boutique Preview
Lighting
Seating
Mirrors
Design-Driven Chefs
Tori Tori
Inbi
Brio
Churrascos
Balena
Back Space
Hospitality Design - August 2012 - Intro
Hospitality Design - August 2012 - Hospitality Design - August 2012
Hospitality Design - August 2012 - Cover2
Hospitality Design - August 2012 - 1
Hospitality Design - August 2012 - 2
Hospitality Design - August 2012 - 3
Hospitality Design - August 2012 - 4
Hospitality Design - August 2012 - 5
Hospitality Design - August 2012 - 6
Hospitality Design - August 2012 - 7
Hospitality Design - August 2012 - 8
Hospitality Design - August 2012 - 9
Hospitality Design - August 2012 - 10
Hospitality Design - August 2012 - 11
Hospitality Design - August 2012 - 12
Hospitality Design - August 2012 - 13
Hospitality Design - August 2012 - 14
Hospitality Design - August 2012 - 15
Hospitality Design - August 2012 - 16
Hospitality Design - August 2012 - 17
Hospitality Design - August 2012 - 18
Hospitality Design - August 2012 - Contents
Hospitality Design - August 2012 - 20
Hospitality Design - August 2012 - 21
Hospitality Design - August 2012 - 22
Hospitality Design - August 2012 - 23
Hospitality Design - August 2012 - 24
Hospitality Design - August 2012 - 25
Hospitality Design - August 2012 - 26
Hospitality Design - August 2012 - Online Contents
Hospitality Design - August 2012 - 28
Hospitality Design - August 2012 - 29
Hospitality Design - August 2012 - From the Editor
Hospitality Design - August 2012 - 31
Hospitality Design - August 2012 - From the Show Director
Hospitality Design - August 2012 - 33
Hospitality Design - August 2012 - 34
Hospitality Design - August 2012 - 35
Hospitality Design - August 2012 - People
Hospitality Design - August 2012 - 37
Hospitality Design - August 2012 - 38
Hospitality Design - August 2012 - 39
Hospitality Design - August 2012 - 40
Hospitality Design - August 2012 - 41
Hospitality Design - August 2012 - 42
Hospitality Design - August 2012 - Sketchbook
Hospitality Design - August 2012 - 44
Hospitality Design - August 2012 - 45
Hospitality Design - August 2012 - 46
Hospitality Design - August 2012 - 47
Hospitality Design - August 2012 - 48
Hospitality Design - August 2012 - 49
Hospitality Design - August 2012 - 50
Hospitality Design - August 2012 - 51
Hospitality Design - August 2012 - 52
Hospitality Design - August 2012 - 53
Hospitality Design - August 2012 - 54
Hospitality Design - August 2012 - 55
Hospitality Design - August 2012 - 56
Hospitality Design - August 2012 - Trends
Hospitality Design - August 2012 - 58
Hospitality Design - August 2012 - 59
Hospitality Design - August 2012 - 60
Hospitality Design - August 2012 - 61
Hospitality Design - August 2012 - 62
Hospitality Design - August 2012 - 63
Hospitality Design - August 2012 - 64
Hospitality Design - August 2012 - 65
Hospitality Design - August 2012 - 66
Hospitality Design - August 2012 - Competition
Hospitality Design - August 2012 - 68
Hospitality Design - August 2012 - 69
Hospitality Design - August 2012 - 70
Hospitality Design - August 2012 - Interviews
Hospitality Design - August 2012 - 72
Hospitality Design - August 2012 - 73
Hospitality Design - August 2012 - 74
Hospitality Design - August 2012 - 75
Hospitality Design - August 2012 - 76
Hospitality Design - August 2012 - 77
Hospitality Design - August 2012 - 78
Hospitality Design - August 2012 - 79
Hospitality Design - August 2012 - 80
Hospitality Design - August 2012 - 81
Hospitality Design - August 2012 - 82
Hospitality Design - August 2012 - 83
Hospitality Design - August 2012 - 84
Hospitality Design - August 2012 - Jason Wu
Hospitality Design - August 2012 - 86
Hospitality Design - August 2012 - Kenneth Cobonpue
Hospitality Design - August 2012 - HD Boutique Preview
Hospitality Design - August 2012 - 89
Hospitality Design - August 2012 - 90
Hospitality Design - August 2012 - 91
Hospitality Design - August 2012 - 92
Hospitality Design - August 2012 - Lighting
Hospitality Design - August 2012 - 94
Hospitality Design - August 2012 - 95
Hospitality Design - August 2012 - 96
Hospitality Design - August 2012 - Seating
Hospitality Design - August 2012 - 98
Hospitality Design - August 2012 - 99
Hospitality Design - August 2012 - 100
Hospitality Design - August 2012 - Mirrors
Hospitality Design - August 2012 - 102
Hospitality Design - August 2012 - Design-Driven Chefs
Hospitality Design - August 2012 - 104
Hospitality Design - August 2012 - 105
Hospitality Design - August 2012 - 106
Hospitality Design - August 2012 - 107
Hospitality Design - August 2012 - 108
Hospitality Design - August 2012 - 109
Hospitality Design - August 2012 - Tori Tori
Hospitality Design - August 2012 - 111
Hospitality Design - August 2012 - 112
Hospitality Design - August 2012 - 113
Hospitality Design - August 2012 - 114
Hospitality Design - August 2012 - 115
Hospitality Design - August 2012 - Inbi
Hospitality Design - August 2012 - 117
Hospitality Design - August 2012 - 118
Hospitality Design - August 2012 - 119
Hospitality Design - August 2012 - Brio
Hospitality Design - August 2012 - 121
Hospitality Design - August 2012 - 122
Hospitality Design - August 2012 - 123
Hospitality Design - August 2012 - Churrascos
Hospitality Design - August 2012 - 125
Hospitality Design - August 2012 - 126
Hospitality Design - August 2012 - 127
Hospitality Design - August 2012 - Balena
Hospitality Design - August 2012 - 129
Hospitality Design - August 2012 - 130
Hospitality Design - August 2012 - 131
Hospitality Design - August 2012 - 132
Hospitality Design - August 2012 - 133
Hospitality Design - August 2012 - 134
Hospitality Design - August 2012 - 135
Hospitality Design - August 2012 - Back Space
Hospitality Design - August 2012 - Cover3
Hospitality Design - August 2012 - Cover4
http://www.nxtbook.com/nxtbooks/hd/201805
http://www.nxtbook.com/nxtbooks/hd/201803
http://www.nxtbook.com/nxtbooks/hd/201802
http://www.nxtbook.com/nxtbooks/hd/201801
http://www.nxtbook.com/nxtbooks/hd/201712
http://www.nxtbook.com/nxtbooks/hd/201711
http://www.nxtbook.com/nxtbooks/hd/201710
http://www.nxtbook.com/nxtbooks/hd/201709
http://www.nxtbook.com/nxtbooks/hd/201708
http://www.nxtbook.com/nxtbooks/hd/201707
http://www.nxtbook.com/nxtbooks/hd/201706
http://www.nxtbook.com/nxtbooks/hd/201705
http://www.nxtbook.com/nxtbooks/hd/20170304
http://www.nxtbook.com/nxtbooks/hd/201702
http://www.nxtbook.com/nxtbooks/hd/201701
http://www.nxtbook.com/nxtbooks/hd/201612
http://www.nxtbook.com/nxtbooks/hd/201611
http://www.nxtbook.com/nxtbooks/hd/201610
http://www.nxtbook.com/nxtbooks/hd/201609
http://www.nxtbook.com/nxtbooks/hd/201608
http://www.nxtbook.com/nxtbooks/hd/201607
http://www.nxtbook.com/nxtbooks/hd/201606
http://www.nxtbook.com/nxtbooks/hd/201605
http://www.nxtbook.com/nxtbooks/hd/20160304
http://www.nxtbook.com/nxtbooks/hd/20160102
http://www.nxtbook.com/nxtbooks/hd/201512
http://www.nxtbook.com/nxtbooks/hd/201511
http://www.nxtbook.com/nxtbooks/hd/201510
http://www.nxtbook.com/nxtbooks/hd/201509
http://www.nxtbook.com/nxtbooks/hd/201508
http://www.nxtbook.com/nxtbooks/hd/201507
http://www.nxtbook.com/nxtbooks/hd/201506
http://www.nxtbook.com/nxtbooks/hd/expo2015_showguide
http://www.nxtbook.com/nxtbooks/hd/201505
http://www.nxtbook.com/nxtbooks/hd/20150304
http://www.nxtbook.com/nxtbooks/hd/20150102
http://www.nxtbook.com/nxtbooks/hd/201412
http://www.nxtbook.com/nxtbooks/hd/201411
http://www.nxtbook.com/nxtbooks/hd/201410
http://www.nxtbook.com/nxtbooks/hd/201409
http://www.nxtbook.com/nxtbooks/hd/201408
http://www.nxtbook.com/nxtbooks/hd/201407
http://www.nxtbook.com/nxtbooks/hd/201406
http://www.nxtbook.com/nxtbooks/hd/20140506
http://www.nxtbook.com/nxtbooks/hd/expo2014_showguide
http://www.nxtbook.com/nxtbooks/hd/20140304
http://www.nxtbook.com/nxtbooks/hd/20140102
http://www.nxtbook.com/nxtbooks/nielsen/hd_201312
http://www.nxtbook.com/nxtbooks/nielsen/hd_201311
http://www.nxtbook.com/nxtbooks/nielsen/hd_201310
http://www.nxtbook.com/nxtbooks/nielsen/hd_201309
http://www.nxtbook.com/nxtbooks/nielsen/hd_201308
http://www.nxtbook.com/nxtbooks/nielsen/hd_201307
http://www.nxtbook.com/nxtbooks/nielsen/hd_201306
http://www.nxtbook.com/nxtbooks/nielsen/hd_201305
http://www.nxtbook.com/nxtbooks/nielsen/hd_20130304
http://www.nxtbook.com/nxtbooks/nielsen/hd_20130102
http://www.nxtbook.com/nxtbooks/nielsen/hd_201212
http://www.nxtbook.com/nxtbooks/nielsen/hd_201211
http://www.nxtbook.com/nxtbooks/nielsen/hd_201210
http://www.nxtbook.com/nxtbooks/nielsen/hd_201209
http://www.nxtbook.com/nxtbooks/nielsen/hd_201208
http://www.nxtbook.com/nxtbooks/nielsen/hd_201207
http://www.nxtbook.com/nxtbooks/nielsen/hd_20120506
http://www.nxtbook.com/nxtbooks/nielsen/hd_201204
http://www.nxtbook.com/nxtbooks/nielsen/hd_201203
http://www.nxtbook.com/nxtbooks/nielsen/hd_20120102
http://www.nxtbook.com/nxtbooks/nielsen/hd_201112
http://www.nxtbook.com/nxtbooks/nielsen/hd_201111
http://www.nxtbook.com/nxtbooks/nielsen/hd_201110
http://www.nxtbook.com/nxtbooks/nielsen/hd_201109
http://www.nxtbook.com/nxtbooks/nielsen/hd_201108
http://www.nxtbook.com/nxtbooks/nielsen/hd_201107
http://www.nxtbook.com/nxtbooks/nielsen/hd_20110506
http://www.nxtbook.com/nxtbooks/nielsen/hd_201104
http://www.nxtbook.com/nxtbooks/nielsen/hd_201103
http://www.nxtbook.com/nxtbooks/nielsen/hd_20110102
http://www.nxtbook.com/nxtbooks/nielsen/hd_20101112
http://www.nxtbook.com/nxtbooks/nielsen/hd_201010
http://www.nxtbook.com/nxtbooks/nielsen/hd_201009
http://www.nxtbook.com/nxtbooks/nielsen/hd_201008
http://www.nxtbook.com/nxtbooks/nielsen/hd_201007
http://www.nxtbook.com/nxtbooks/nielsen/hd_20100506
http://www.nxtbook.com/nxtbooks/nielsen/hd_201004
http://www.nxtbook.com/nxtbooks/nielsen/hd_201003
http://www.nxtbook.com/nxtbooks/nielsen/hd_201001
http://www.nxtbook.com/nxtbooks/nielsen/hd_200912
http://www.nxtbook.com/nxtbooks/nielsen/hd_200911
http://www.nxtbook.com/nxtbooks/nielsen/hd_200910
http://www.nxtbook.com/nxtbooks/nielsen/hd_200909
http://www.nxtbook.com/nxtbooks/nielsen/hd_200908
http://www.nxtbook.com/nxtbooks/nielsen/hd_200907
http://www.nxtbook.com/nxtbooks/nielsen/hd_20090506
http://www.nxtbook.com/nxtbooks/nielsen/hd_200904
http://www.nxtbookMEDIA.com