Planned vodka bar aiming for a female-friendly’ atmosphere
Bruce Constantineau
Sun
Earls Yaletown staff are raring to go, from left are server Sylvia Maksymik, executive chef Martin Keyer, general manager Ryan Emmerson, and lounge leader Tatum Govender. Photograph by : Ian Smith, Vancouver Sun
Earls Restaurants takes aim at a slightly more upscale market Wednesday when it opens its newest and biggest eatery in Yaletown.
The $6-million, 440-seat establishment at 1095 Mainland will be one of the city’s largest restaurants — featuring 245 indoor and patio seats on the main floor, available to the public this week, and a premium 195-seat vodka bar set to open upstairs in three months.
“We’re going to aggressively target new business that Earls hasn’t targeted before,” restaurant general manager Ryan Emmerson said in an interview.
“With 440 seats, we can do large corporate bookings and we’ll also look at wedding receptions and the catering business, where we can customize a menu for a particular event.”
He said the new vodka bar — V — will offer a selection of 15 different vodkas in a more “female-friendly” atmosphere with upholstered seating, jewelled lighting and wrought-iron latticework.
Emmerson feels the new restaurant will appeal to patrons who might have shied away from Earls in the past.
“With this premium second-floor (V) concept, we believe we can deliver our food on a fine-dining level,” he said. “We think our food will stand up to Blue Water Cafe or Goldfish (Pacific Kitchen) and allow us to compete for that business.”
Vancouver-based Earls, founded in 1982, has 54 locations throughout Canada, Washington state, Arizona and Colorado. Its Denver restaurant — with just under 400 seats — is currently the biggest in the Earls chain.
Emmerson said the Yaletown restaurant will employ 180 to 200 people when the vodka bar opens next year and he feels the slowing economy represents a challenge that can be overcome. He noted a new Cactus Club Cafe has attracted record business since opening this year in downtown Vancouver.
“There is still market share out there,” Emmerson said. “At this point, it’s all about execution and being better than ever before.”
He said company officials like the size of the new restaurant — 13,000 square feet on two levels — and its location in Yaletown, one of Canada‘s “culinary hot spots” right now.
Much of the restaurant’s design, featuring classic brick and beam construction, was inspired by a culinary tour of New York‘s meatpacking district.
Emmerson said the vodka bar is completed but it won’t open until he’s convinced it can be operated so customers will have a great experience.
“We want to make sure we get the execution right before we open,” he said. “We’re learning the finer points of serving in a restaurant like this and we have to be sure the bar and kitchen can handle the volume we will put at it.”
© The Vancouver Sun 2008
