When Pearl Hospitality opened the Embassy Suites property in downtown Fort Worth, Texas, it chose a location in a district busy with daytime commerce and evening entertainment. In researching the food and beverage needs and creating the dining venues for the Sundance Square site near the Bass Performance Hall, the Fort Worth-based hospitality development and management company saw a host of competition vying for the patronage of visitors and the Fort Worth discretionary dollar. After analyzing the business climate and demographics, Pearl Hospitality and Embassy Suites believed they found the right concept in a martini glass.

The concept came to realization in May of 2007 as Elements martini bar, a chic, sophisticated bar and lounge offering a worldly alternative for drinks and dining to appeal to guests and local clientele alike. GM Ken Schell explains the off-the-beaten-path concept: “We’re in the middle of Cowtown.There are literally steakhouses on almost every corner. All of them do a fantastic job with steak, so we wanted to offer something a little different, such as a key lime martini— like a liquid key lime pie, complete with graham-cracker-rimmed glass—or our diver scallops in a gingered beurre blanc with prickly pear reduction.”

By not trying to be the best little steakhouse in Texas, Elements opens the door to more unusual dining experiences. And while martini bars are more of a “beaten path” concept in other big city markets, the signature drinks at Elements make the bar an out-ofthe- ordinary option for hotel guests and a stylish nightlife destination for theatre-goers in Fort Worth.

The dual appeal of Elements—luring in both guests and locals—was a key consideration for the property. Even Embassy Suites’ trademark hotel design was adapted to fully take advantage of the predominant demographic groups. Instead of constructing the Embassy Suites signature atrium on the main floor, it was created on the hotel’s seventh floor, effectively allowing two discrete food and beverage areas. The seventh floor dining area welcomes guests at the all-suites hotel with the traditional evening manager’s reception and cooked-to-order breakfast. The ground floor, however, was planned to include less-customary offerings that would enhance guests’ experience and draw in regular local business, with Market Bistro, Starbucks, and Elements.

“The manager’s reception is a great thing for all of our guests, but the extended-stay guest usually goes there for a drink or two, and then comes down to Elements for a bite to eat and to talk with friends at the bar, while the martini bar also targets pre-show and post-show passersby,” says Schell. “We are located next to a world-class performance hall that gives us access to the type of local clientele we are looking for.”

Schell touts the popularity of the concept with both locals and visitors but attributes the true success to underlying food and beverage principles. “It has proved to be a hit with both sides of the demographics. Again, I think whenever you take the time to really provide quality and a differentiated experience, guests appreciate it. Whether it is in the form of a martini, a glass of wine, or a mojito, people are looking for a genuine experience.”

Part of that genuine experience is a seasonal small bites menu created by Executive Chef/F&B Director David McCartney, which includes “sliders, shooters, tapas, and desserts” and blends fresh local ingredients, familiar favorites, and global elements. Freshness and flavor are also the hallmarks of the signature drinks, making use of vodkas infused with fresh fruits, vanilla beans, and herbs; incorporating house-made aromatic syrups; and taking cues from international influences, as in the popular favorite, Gingerlime Mojito. Likewise, a cruvinet system guards the freshness of the by-the-glass wine offerings, and a full complement of top-quality spirits is available for every taste.

Meeting the often widely varied expectations of guests and local patrons might be a bit more challenging in urban Texas than in most places. “Fort Worth is an interesting environment. You have very well-to-do cowboys in boots and 10-gallon hats frequenting the Modern Art Museum, where they admire an original Warhol or tour the visiting Ron Mueck exhibit.”

Schell is met with the dilemma of trying to satisfy diners wanting globally nuanced food and drink while also catering to those expecting hearty American fare in the middle of the red-meat culture of the Lone Star State. The signature drinks have proven to be a way to “grease the wheels” to get people to experiment with the unusual menu.

NO SADDLES AT THE BAR
Restaurant design also seeks to gently move guests away from an “overtly Texas” feel toward a more “elemental” atmosphere, as its name implies. “While there is a definite Western influence to Fort Worth, there is truly a ‘worldly’ awareness,” says Schell, “so we were careful not to put in any of the clichéd Texas elements … there are no saddles at the bar or spurs on the tables or anything like that … but to make a very comfortable space that was natural. We chose the name ‘Elements’ because there are different natural elements throughout the space—sconces that hearken to fire, a large illuminated ‘light wall,’ and beautiful aqua blue mosaic tiles that remind me of the ocean.” His description of the atmosphere as “just comfortable chic” places Elements at the crossroads of “home,” “hideaway,” and “hot spot.”

Using signature drinks and the lounge atmosphere at Elements as a hook seems to be working at the Fort Worth property. Schell is pleased with the performance of Elements and has plans for a more active business model.

“Our marketing plan for 2008 includes plans for several local food shows, rolling out a happy hour, and introducing specialty nights such as a ladies’ night geared towards the working professional who wants to go out but doesn’t want to be in a dance club.” Rather than replicating Elements wholesale in new properties, Schell sees the method for planning the concept as a prototype process for future development.

“As Pearl Hospitality continues to grow, we will continually innovate. I’m sure our fullservice hotels will have something similar that is an improvement upon the original concept,” says Schell. While a martini bar might not be the concept to succeed in every location, a well-chosen beverage program can clearly provide enough differentiation for a food and beverage outlet to thrive in a competitive market.

Denny Lewis is a frequent contributor to HOTEL F&B.