151 HOSPITALITY

ESPLANADE RESTAURANTS & BAR CONCEPTS

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The Esplanade Center located in the center of the most prestigious Phoenix neighborhood - the Biltmore - at 24th St. and Camelback Rd., was recently purchased by new ownership have begun a $50M+ re-model to update this iconic center.

Due to this plan, the new ownership is highly motivated to create more synergy and deals with us, by giving our group an opportunity to take over several retail spaces creating an energetic F&B hub all located next to each other!

Currently, our group includes Rick Phillips (bio end of page) who is partners with John McDonald, MercBar founder and owner of Mercer Hospitality (Lure Fishbar, Bowery Meat Company, Smyth Tavern, Bar Tulix, A60 Rooftop, Butterfly, Rum Line, and Hancock St.) and Peter Hearn (bio end of page), a sought-after, proven leader with more than 40 years in the hospitality & development industry including Fox Restaurant Concepts, focused on development and operations of concepts that have collectively sold for close to a billion dollars.

Consulting on this project is Lee Cohn, a 60yr veteran an industry legend who's conceived, operated, sold and financed countless restaurants, including but not limited to, bringing the financing to the sales of the Mastro's Group.

OPPORTUNITY

OFFERING

We are currently seeking $2,000,000 in investment capital (less than the total projected net profit for year one) to execute the three concepts.

For the capital, we are offering a 20% stake in the deal, or $100K per point.

As an investor, you will receive a priority return of 80% until your investment is paid back. At that break-even, profit distribution will revert back to your original 20% of net profits.

We will also offer any investor a "first right-of-refusal" for any new locations. Investors will also be rewarded with a dining discount, free membership to our new private club room, invites to private events and more.

All of the concepts - are scalable and being developed with rollout in mind. They are very concept-driven, that can be easily replicated and potentially franchised.

The Little Pickle even lends itself to retail product placement with its Pastrami, Bagels, Salmon and sides.

CLICK FOR PROFORMA

The Esplanade is located directly off East Camelback Road, in the coveted Biltmore neighborhood of Phoenix, with onsite food and beverage offerings operated by David Morton, of Morton's Steakhouse dynasty, that includes fine dining restaurants, late-night bars, office hour socials, and convenient marketplace solutions.

Esplanade ownership are currently re-developing the property with a $50M remodel creating an "Office Campus" adding to the major investments in the market in the Camelback Corridor.

The Biltmore, home to numerous Fortune 500 firms and the stunning Biltmore Fashion Park (conveniently connected to The Esplanade via a direct walkway) is a thriving area of beautiful residential buildings, sophisticated hotels, luxury retail, and even more high-end dining and nightlife options. Widely known as the hub of “decision-makers”, there is no other area with as much power and influence.

Currently Biltmore Fashion Park owners- Macerich - are adding a 10-story office building to its luxury outdoor mall in Phoenix, with a 13-story residential tower to follow.

The Santa Monica-based real estate investment trust filed plans to build the 330,000-square-foot building in Biltmore Fashion Park at 2502 East Camelback Road.

George Oliver Companies plan to pour $52 million into renovations at its 250,000-square-foot Biltmore Commerce Center, to be renamed Bond.

PARKING, PARKING, PARKING...

The new Esplanade ownership has heard the cries for better parking at Esplanade - a plan for decreased friction and increased easy access.

Part of their $50M renovation includes a $1M spend on creating the much needed, state-of-the-art parking solutions.

From new technology & equipment, to a new valet company, (one that manages most luxury restaurants, bars & hotels,) to even widening the front entrance to allow for the "car show" display of luxury vehicles at the valet, Esplanade has more than answered the call!

LOCATION

CONSTRUCTION

Tower 1 & Tower 2 Interior Jul 23 - Feb 24

Tower 4 & Tower 5 Interior Feb 24 - Jun 24

Amenity Building Jun 23 - Sep 24

Conference Center Oct 23 - Dec 24

Campus Exterior Nov 23 - Dec 24

“The Biltmore: The Jewel of Phoenix”

TARGET AUDIENCE

As wildly diverse and unpredictable, as the demographics are for the current restaurant and bar scene is, meaning ages range from 22-75, average household income swings from $24K-$5M+, and education levels in today’s world range from High School graduate up to PHD’s.

It is for this reason, that we choose to focus more on Psychographics — people’s characteristics and traits such as values, desires, goals, interests, and lifestyle choices.

PSYCHOGRAPHICS

COMPETITIVE LANDSCAPE

The Camelback Corridor is rife with food and beverage options to be sure.

Although there are several, there are only a few that we see as direct competition.

Our goal is to become part of the thriving landscape, not try to take it all.

There is certainly a void in the marketplace and vicinity for a vibrant, energetic, “party” experience apart from Global Ambassador, as the other options are mostly just restaurants.

FOOD & BEVERAGE ALLOWANCE

INVESTORS receive a $500/mo F&B CREDIT.

ALLOWANCE AVAILABLE AT ALL RESTAURANTS.

STIPULATIONS:

  • • UNUSED CREDIT DOES NOT ACCRUE.

  • • FOR INVESTOR USE & IMMEDIATE FAMILY .

  • • DOES NOT INCLUDE TAXES & GRATUITY.

151 TAVERN (MERCBAR )

Since 1996, MercBar has remained the premiere, upscale and sophisticated destination for socializing. After almost 30yrs, the #1 request we get is for food. So three decades later, we have decided to give the people what they want, and turn MercBar into a modern tavern. We will feature a light remodel as well as adding an outdoor patio and sliding doors to the current West wall windows, opening space to the plaza.

MENU

LITTLE PICKLE JEWISH DELI

In the past decade, artisanal Jewish delis began springing up all over the U.S.

The Little Pickle recently completed a 6-month pop-up at Esplanade, to test the concept. Needless to say it was a smash hit!

We quickly became famous for our Pastrami, Bagels and Lox, selling out most every day!

We will be re-opening again, for Breakfast & Lunch with an emphasis on catering.

MENU 

CAMELLO

Camello is our upscale Mexican concept built for fun!

We have a premiere space visible from Camelback Rd.- the main artery between Phoenix & Scottsdale at the front entrance of the Esplanade.

With seating for over 150 guests, the space also features an indoor/outdoor bar, and a huge patio with fireplace.

There will be live music and entertainment, dancing, a world class Bar and Lounge, Private Dining Room for meetings, events and special occaisons, and all with a big "party vibe."

Menu

CAMELLO RENDERINGS VOLENEC STUDIO

VOLENEC STUDIOS

~ GRANDMAS HOME, NYC ~ BUTTERFLY, NYC ~ HONEYCOMB HIFI, Dubai ~ STOKEHOUSE, London ~ STARS N BARS, Dubai ~ ALLEYCAT AMATEUR THEATER, NYC ~ MAGISTRACY BAR & LOUNGE, HONG KONG ~ 3D THIEF, NYC ~ NSFW - MOS Exhibition, NYC ~ MISS LILY'S, DUBAI ~ LA BODEGA NEGRA, DOHA ~ 3D MILU, NYC

~ GRANDMAS HOME, NYC ~ BUTTERFLY, NYC ~ HONEYCOMB HIFI, Dubai ~ STOKEHOUSE, London ~ STARS N BARS, Dubai ~ ALLEYCAT AMATEUR THEATER, NYC ~ MAGISTRACY BAR & LOUNGE, HONG KONG ~ 3D THIEF, NYC ~ NSFW - MOS Exhibition, NYC ~ MISS LILY'S, DUBAI ~ LA BODEGA NEGRA, DOHA ~ 3D MILU, NYC

We are working with Jason Volenec of Volenec Studios to create a luxurious, unforgettable and immersive experience for our restaurants.

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Meet the TEAM

  • Life events only seem random in the moment, but when you add time and distance, they become steps of a single journey. Hearn’s 40-year career in the hospitality industry has been just that.

    His latest restaurant venture at the Esplanade in Phoenix, AZ — brings him full circle, a sort of homecoming.

    Hearn a native Phoenician, began his restaurant career working for George Biel and his fabled Houston’s restaurants. He started right at the Esplanade. He worked in the restaurant, assisted with setting up the test kitchen also located at Esplanade and then as part of the executive team, helped open their Scottsdale location.

    Although this was his first “taste” of the business, he was still young, and wanted to experience living outside of Arizona, so he took flight to New York City — he was young, and knew he needed to grow. Growth has been a recurring theme his whole life.

    Upon arriving in New York City, he got a job working for Calvin Klein. A thrilling place to be working for the most famous designer and brand at the time. Hearn was smart, energetic, and knew the opportunity he had to meet and network with the top movers and shakers in the city.

    Good fortune smiled upon Hearn as he was plucked away from CK to go work for a top PR Firm and within a New York minute, he oversaw one of their largest accounts, Snapple, heading up their TV Commercials.

    Hearn was at the top of his game, but knew that business was not for him, he now had some money, connections, a soho loft a pit bull and youth was on his side. He decided to just take a year off and enjoy his success and see where the currents led him.

    It was his next venture that truly changed his life as he accepted a position at his then (and now) favorite bar — The MercBar.

    It was during this time running the bar, that fate smiled upon him again, as he met his soul mate there — Dafina, she ended up working at the MercBar as well, and they were soon married.

    Before long, baby number one — Andrra, was about to enter the picture, so the with pregnant wife in tow, he came back to Phoenix to start his next chapter and raise his family.

    By this time MercBar in Phoenix was in full swing as the “hot spot” in the Biltmore serving sexy cocktails to a well-heeled crowd.

    “There was nothing like MercBar 30yrs ago, and what a thrill to be able to not only move home to Phoenix but to still feel like I was in NY due to the bar,” says Hearn.

    He quickly took over operations of MercBar Phx, and stayed until their baby came along.

    Hearn, always in keen synchronicity with his life, knew this was a perfect time to enjoy being a new dad and step away from the bar life.

    It didn’t take long however, before Sam Fox recruited Hearn to operate True Food Biltmore while during the construction of Zinburger, where he took over operations of Zinburger during development and construction of Arrogant Butcher. This became the working template between Hearn and Fox through many more concepts including North and The Henry which would reunite Fox and Hearn after Hearn did a brief stint assisting the owners of RED Development to help build their burgeoning commercial real estate development company. With Red, Hearn curated and vetted potential restaurants for Red’s growing commercial real estate portfolio.

    His next move was to work with developer Tom Frenkel on his Clayton House project in Old Town Scottsdale. Frenkel wanted to build and operate a multi-use event space. Hearn spearheaded the project for Frankel seeing it from concept-to-canapes. He managed all aspects of development from construction, to opening operations.

    Hearn was in hot demand at this point, having worked with the most successful owners and concepts in town and a track record that was formidable.

    Another well-known operator, and friend of Hearn’s, Tucker Woodbury of Genuine Concepts, had just opened his flagship Vig at McDowell Mountain and needed some assistance in streamlining operations. Hearn was at the ready and saw them through until the beginning of Covid where everything stopped, but not for Hearn who took that downtime to enjoy his family life and choose his next offer which came from a past server of his from Arrogant Butcher — Teddy Myers.

    Myers over time had become a restaurateur himself and reached out to Hearn to help him with his Mexican Concept Chico Malo as well as oversee the construction and future operations of Wren & Wolf where Hearn has presided since its inception.

    But it is now time for Hearn to strike out on his own again. He has formed his own hospitality company with partner Rick Phillips, named 151 Hospitality. The 151 is a nod to the original address of the MercBar in NYC which was located at 151 Mercer St., the spot where Hearn and Phillips met.

    Hearn is launching his new company with three new concepts at the Esplanade, one of which is converting the 30yr old MercBar into Modern Tavern.

    Life has certainly come full circle for Hearn as this homecoming reveals that the universe has always had a plan for him, even if he did not know it at the time.

  • Chef Fidencio Alatriste jails from Puebla Mexico, where at the early age of 14, operated a Pastor Cart.

    He began his restaurant career in 2002 and worked his way up from dishwasher to grill within a year.

    This set the tone for the rest of his career, which has also been fast-paced.

    He spent seven years working with Chef Matt Carter at Zinc Bistro and The Mission, building his skills and his reputation, before opening Milagro Grill for the famous Mayaco family.

    After this, he opened Bootleggers with Chef James Fox, but after a short year, he was offered the position of Head Chef at the Tomasso family's seafood concept restaurant, Cuttlefish.

    From there he went on to work for the famous chef Richard Sandoval as Executive Sous at Toro at the Fairmont Princess.

    From there he found himself reunited with Joey Maggiore, and opened the wildly popular Mexicano restaurant where Alatriste was Executive Chef.

    Currently, Alatriste has signed on as the Executive Chef of Camello and 151 Tavern at the Biltmore Esplanade opening in Spring ‘25.

     

  • Phillips hails from New York City where he enjoyed a successful 15 years in Marketing and PR.

    In 1992, Phillips assisted John McDonald in the launch of the famous MercBar in Soho New York. After the launch, he embarked on another career. This time in media, and over the next decade, launched two award-winning magazines in New York (CITY and Black Book.)

    Ready for a change, Phillips sold his interest in the New York magazines and moved to Arizona to assist with the Phoenix Mercbar operations and in the process, launched two more magazine titles (Desert Living and ITEM.)

    Always ahead of his time, and before there were “bloggers” and “influencers”, Phillips next launched the very influential EATERAZ.com, a food website that reported on the local food scene. Its stories went out to over 10,000 registered subscribers each day.

    Through EATERAZ.COM, Phillips had been able to do more hospitality consulting working with companies such as Breakthru Beverage, Sanctuary Resort & Spa on Camelback Mountain, The Mondrian, The Theodore, Petite Maison, Mabel’s on Main, Iruña, Fox Restaurants, and more.

    In 2009 Phillips launched Affordable Food Festivals, a company that produced large-scale culinary events such as the Arizona Barbecue Festival, the Arizona Taco Festival, the Tucson Taco Festival, the Surprise BBQ Festival, Big Boy Cook Club, the Taste of Paso Robles Wine, Street Eats, and many more.

    All events have been runaway successes with some attracting more than 30,000 per event.

    BBQ events led Phillips to open Bootleggers Modern American Smokehouse (as seen on Guy Fieri’s Diners, Drive-Ins and Dives) which currently has two locations in Phoenix and Old Town Scottsdale.

    With the advent of Covid-19, and events being cancelled, and MercBar having to close for the duration, Phillips pivoted back into journalism, but this time, by creating a content production company.

    Partnering up with a longtime friend who is a TV & Film Producer (The Infiltrator with Bryan Cranston, City of Lies with Johnny Depp, LIVE PD and more,) they formed Criminal Minded Media, a content company creating journalistically driven, non-fiction, episodic stories. Some for podcasts, some for Television and some for-feature length documentaries.

    Phillips is currently a partner in 151 Hospitality, and is planning with partner Peter Hearn, to open three new restaurants concepts in Fall ’24.

  • From Wynn Las Vegas, award-winning chef of his namesake restaurant Alex, Alessandro Stratta has a long list of culinary awards which include being designated one of “America’s Ten Best Chefs” by Food & Wine and being named “1998 Best Chef in the Southwest” by The James Beard Foundation. In a USA Today feature about the exploding Las Vegas dining scene, Stratta was cited as “having a remarkable knack for combing fresh, seasonal ingredients in exciting ways.” 

    Chef Stratta is the fourth generation of a family of restaurateurs and hoteliers that began their legacy in northern Italy where his great grandfather operated a hunting lodge in the mountains of Piedmonte. Stratta grew up in some of the finest hotels in the world while his father was the President of Giga and Princess Hotels International. Having had the good fortune to live in Italy, France, Singapore, Mexico and the United States helped Stratta become fluent in French, Italian, Spanish and English. 

    Graduating with honors from the California Culinary Institute, San Francisco, Chef Stratta’s career has included positions in some of the world’s finest establishments. His first experience was under the tutelage of Pastry Chef Jim Dodge at San Francisco’s Stanford Court Hotel where he spent two years learning the craft of baking. Soon after accepting an internship at the Michelin three-star, Hotel du Paris in Monaco, Stratta was invited by Alaine Ducasse to join his team at Louis XV. This two year stint stands out as one of the best experiences in Stratta’s life. “My cooking is grounded in what I was taught by Ducasse,” he says. When Stratta planned to return to the United States, it was Chef Ducasse was also his mentor who advised him to work with Daniel Boulud at Le Cirque which he did for two years.

    Stratta was offered an enormous opportunity in 1989 when he was named Executive Chef of Mary Elaine’s at the five-star Phoenecian Resort, Scottsdale, Arizona. During his nine years at the Phoenecian, Mary Elaine’s won many awards, including a Mobil four star rating. In 1998, Steve Wynn, Chairman of Mirage Resorts, Inc. asked Stratta to become part of the expanding Las Vegas culinary circle as the Executive Chef of Renoir at the Mirage. At Renoir, Stratta continued his work, providing guests with memorable experiences filled with a mix of fine food, fine art and superb service. Only six months after opening Renoir,, Stratta was honored with another Mobil Five-Star Award. 

    Award-winning chef Alessandro Stratta has learned the art of fine-dining cookery by osmosis. Stratta, while moving from one four-star hotel to the next during his youth, saw first-hand the relationship of good food and service to business success. A culinary education at the California Culinary Academy and time in the kitchens of Daniel Boulud and Alain Ducasse helped Stratta rise in the culinary world. Stratta recently made his television-star debut on the UPN network’s “Iron Chef USA “as “Iron Chef Italian” or the “Italian Scallion.” Stratta’s first on-air opponent was chef Marcus Samuelsson of New York’s Aquavit.

    Alex, at The Wynn Las Vegas, has also garnered him yet another Mobil Five-Star Award. 

  • John Anagnopoulos has a long and varied career, with much of it focused on the hospitality industry. He literally grew up in the restaurant business.

    His father Mike Anagnopoulos opened the iconic Matador Restaurant in downtown Phoenix in 1976.

    The Matador helped pioneer the remarkable growth of the downtown area and was in business for almost 36 years.

    Anagnopoulos began working summers at The Matador as a busboy at the ripe old age of 15, becoming a partner shortly after graduating from the University of Arizona in 1993.

    As a co-owner he would run the restaurant as General Manager for over nineteen years until The Matador closed in 2012.

    Shortly after the closure of his beloved Matador, Anagnopoulos accepted a job with RED Development helping operate a restaurant they’d just added to their portfolio – Chloe’s Corner. As Assistant GM and Catering Manager, Anagnopoulos helped Chloe’s become one of downtown’s most popular lunch destinations and the go to spot for catering for many of the law firms and corporations located in the area.

    In late 2015, Anagnopoulos was hired as Food and Beverage Director for Days Hotel in Old Town Scottsdale (now called Hotel Adeline), where he oversaw Papi Chulo’s Mexican Grill, Stand Up Scottsdale Comedy Club and all banquets and events for the hotel.

    After the sale of the Days Hotel Old Town, he was named General Manager at Bootleggers Smokehouse, where he would eventually be promoted to Director of Operations for both of Bootleggers’ locations.

    In 2018, Anagnopoulos brought his expertise to the food festival business, taking the position of Head of Logistics for The Taco Group, which operated a national taco festival tour – including the Arizona Taco Festival.

    He never completely exited the hospitality industry, however.

    Next he found himself at MercBar, serving as Director of Operations where he remains today.

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