November 18, 2010
9100 Wilshire Boulevard, Fifth Floor, West Tower, Beverly Hills, CA 90212
310-550-7776 (ph) | 310-550-1701 (fax) | www.bwr-pr.com (web)
FOR IMMEDIATE RELEASE Media contact: Ron Hofmann
(310) 248-6133
ROLLING STONE RESTAURANT & LOUNGE TO PREVIEW WITH
AMA AFTER-PARTY ON SUNDAY, NOVEMBER 21
AMA AFTER-PARTY ON SUNDAY, NOVEMBER 21
Venue Marks First Licensing of Rolling Stone Name for an American Restaurant
Hollywood, CA (November 11, 2010) – Capturing the edgy-yet-elegant spirit of one of the world’s most iconic music magazines, Rolling Stone – a new restaurant and lounge concept – will open its flagship at Hollywood & Highland by hosting the VIP afterparty for the American Music Awards (AMAs) on Sunday, November 21. Previewing the space through the official launch event planned for early 2011,Rolling Stone/Los Angeles (RS/LA)marks the first-ever licensing of the Rolling Stone name for an American restaurant.
“The Rolling Stone restaurant and lounge captures the essence of the magazine and is the ideal extension of our brand. We are excited to open up the venue by hosting the AMA afterparty and sharing this new Hollywood destination with some of the top names in the music community,” offered Jann Wenner, founder and publisher of Rolling Stone Magazine.
In partnership with Rolling Stone magazine, and with the design acumen of Gavin Brodin of Brodin Design Build (Crown Bar, The Abbey), RS/LA embodies a fusion of classic and modern, stylish and casual. The 10,500-sq. ft. space is distinguished by a “vintage chic” design, a facile interplay between 19th-century European bohemia and modern
American bravura. Its first impression comes from the street: a gleaming, two-story, half-cylinder of paned glass that rises from Highland Avenue, allowing natural light to flood through during daytime hours. Patrons enter at the top, from the mezzanine rotunda off Highland, into a lobby highlighted by posh pendant lights,cobblestone-like floors in chevroned-limestone, and an antique floor cart salvaged from a defunct citrus factory that serves as a reception desk.
Its 5,900-sq. ft. upstairs dining room welcomes up to 140 guests, an additional 40 on its verdant patio. RS/LA’s dining room exudes lush comfort with its walnut-hued hardwood floors, 1950s-style leather chairs and tufted red-leather banquettes. One area with five British-style lampposts is illuminated by a leaded-glass ceiling, giving the impression of a natural skylight, another section lit by octagonal ceiling fixtures cradling amber LEDs. Its playful blend of styles is ample: from the main bar, its shelving a mix of leaded glass and reclaimed plumbing pipes, to the wall design, which integrates elegant sconces with candid rock photos. Two separate sections provide semi-private dining for large parties.
The American heritage of Rolling Stone magazine, and its global reach, is celebrated by Executive Chef Christopher Ennis (Fig & Olive, One Sunset, Stout, Crown Bar, Vibrato Jazz Grill, Astra West). An upscale menu offers a “melting pot” of cultures, with an emphasis on mixed small plates, American preparations, and flavors infused from Asia and Europe. Snacks include warm bleu cheese popovers with caramelized shallot butter; soft pretzel knots with beer cheese fondue; and three cured meats, cornichon, olives, three mustards, herb salad & grilled country bread. Starters range from tuna tartar with crispy potato, pineapple, coconut & spicy avocado; to sweet potato agnolotti with toasted marshmallow and pecan brown butter; to glazed pork belly & grilled shrimp with corn pudding and tamarind sauce.
Along with an imaginative range of salads, grilled flatbreads and “mini sandos,” main courses include pan-roasted wild striped bass with preserved lemon, capers & raisins; organic herbed chicken, cannellini beans, pancetta and spinach; pinot-braised short rib “osso bucco,” with whipped potatoes and chard; as well as an array of grilled and roasted meats and fish. RS/LA’s full menu will be available in the restaurant, with small-bites served in the downstairs lounge.
A steel staircase takes guests to the street-level lounge, a two-tiered space with a circular upper landing lit by a grand chandelier whose inset projectors bring the adjacent walls to life. A half-dozen private booths and publicly accessible lounge chairs and banquettes populate this zone, which can also be configured as a stage for live bands. Near a dedicated lounge bar and an area for bottle service in the lower zone is a raised DJ booth, channeling tunes through an advanced sound system befitting the Rolling Stone brand.
RS/LA was developed by Aaron West, CEO of An American Dream, in partnership with Dwight Freeney of the Indianapolis Colts. An American Dream is a diversified entertainment company with evolving strengths in music production, artist management/development, and television programming. With the vision to expand into hospitality, West and Freeney partnered with Rolling Stone magazine and are bringing RS/LA to life with Salvatore Feli, former VP of operations for The ONE Group and manager of Tavern on the Green, Rue57, Tao, The Box Tree and Bolzano’s; and Stacy Colbert Feli, human resources and marketing executive for such luxury consumer brands and venues as Estée Lauder, Tiffany & Co., Tao, Café Gray, Tavern on the Green and The Russian Tea Room. Jason Edmonds, An American Dream executive VP and an acclaimed producer and songwriter whose songs have been recorded by such artists as Whitney Houston, JoJo, Boys II Men and Babyface, will support West in bringing entertainment to RS/LA.
“Our licensing agreement with Rolling Stone magazine marks a great achievement. With the strong team, coupled with the iconic publication and the RS/LA brand, we will rock the hospitality industry with a sexy, modern and hip venue,” stated CEO Aaron West.
Rolling Stone’s restaurant will be open Sunday, Monday and Wednesday from 11:30 a.m.-midnight; Tuesday, Thursday, Friday and Saturday from 11:30 a.m.-3:00 a.m. The lounge is open Tuesday, Thursday, Friday and Saturday from 9 p.m.-2 a.m. Dining reservations recommended. Phone: (323) 464-4000. Website: www.RollingStoneLA.com or www.RollingStoneRestaurantGroup.com.
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