Tavern turnaround: Relaunched Waterford restaurant could attract guests from outside hotel
By: Molly M. Fleming The Journal Record November 11, 2015
OKLAHOMA CITY – The first part of the renaissance at the Waterford Marriott is complete. The restaurant has been renovated and relaunched as Ember Modern American Tavern.
The name and branding are the work of Westminster, Colorado-based United Restaurant and Hospitality Consultants, founded by Jim Henning. He was hired by TPG Hospitality to update the space. The hotel will relaunch as the Waterford Renaissance in January.
Henning said his goal is to turn Ember into a good restaurant at a hotel, taking it away from the typical, bland hotel fare. He’s done similar work at eight venues in the last nine years.
One project was the renovation and reopening of the restaurant at the Sheraton Raleigh Hotel in North Carolina. Hotel General Manager Leon Cox had seen Henning and his company turn hotel restaurants into first-class eateries.
The Raleigh restaurant underwent a $1.1 million renovation, with Henning there checking and double-checking the update the whole time. It opened in August 2013 as Jimmy V’s Osteria and Bar, an Italian restaurant with brick-oven pizzas. It had $3.1 million in revenue the first year, the same amount in its second year, and is projected to bring in $3.2 million next year.
“Ninety percent of (our customers) come from outside the hotel,” Cox said. “(Henning) did an amazing job for us here.”
Henning said that bringing in outside customers is his goal for the Waterford’s restaurant, too, which underwent a $600,000 renovation.
But an updated space doesn’t make for a great restaurant. Henning visited the area to see what concept could fit in the hotel at 6300 Waterford Blvd., just off NW 63rd Street. He said he thought about a high-end steak restaurant; however, there are a lot already in the city. He said he didn’t want to do a Jimmy V’s because another Italian place, Bellini’s Ristorante, is across the parking lot.
His favorite venue in the city is Whiskey Cake, which has a strong local, house-made focus.
Henning said he started with the cocktail menu, with pre-Prohibition and Prohibition-era drinks. The rest of the menu includes American classics, such as a Kobe beef burger, slow-roasted chicken and a New York strip steak.
“We create truly, truly awesome food in a hotel environment,” he said. “Everything is very approachable. There’s nothing on the menu that someone is going to say, ‘I don’t know what that is.’”
Former Vast chef Gayland Toriello is the executive chef. He said he tweaked Henning’s proposed menu with his own touches, changing items such as how the salmon is presented and his own recipe for pork belly.
“We’re definitely trying to change people’s minds about (being a hotel restaurant),” Toriello said. “We’re trying to get people to come in that aren’t in the hotel.”
He said Ember makes all of its desserts, cornbread and even salad dressings in house. Local, fresh items will appear on the menu as well.
A restaurant in a hotel, with a fresh, handmade emphasis, could bring the word “expensive” to people’s minds. Henning said he calls the menu high-end, though his company’s goals are not to overcharge. Entrees come with a salad and side item, at prices ranging from $12 for a burger to $42 for a 12-ounce New York strip.
“We believe driving more revenues will make more money for us,” Henning said. “If we make the prices attractive, it will make the people feel like there is true value for what they’ve purchased.”
Ember is projected to make $1.8 million in its first year. It previously did $500,000 a year. The catering and event food will be overseen by Henning and Toriello as well. All banquet food is plated to order, rather than being prepared and sitting in a hot box.
“We put a lot into the food,” Henning said. “The marriage between the hotel guest and the locals – that’s where the value is.”
According to their Facebook page https://www.facebook.com/WaterfordMarriott/, the Waterford Marriott will officially convert to a Renaissance on 1/20. Their Facebook page also has some pictures of the newly renovated lobby area.
Sidenote: I really like the exterior of that building.
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