The Strand recently has undergone renovations in an attempt to become a more modern restaurant for Phoenix’s diverse clientele.
The Italian restaurant in CityScape on First Street near Washington Street made changes to its interior after a few months of operation. Ernie Vega, the owner of the restaurant, decided to make the changes at the end of March, laying out a 10-day period where the restaurant was almost completely revamped.
His goal is to appeal to multiple people during any point in the day, he said.
“We want people to feel comfortable in any situation,” Vega said.
The original restaurant was more of a fast-food joint where the seating was slightly uncomfortable and the atmosphere uninviting, he added. The Strand was reinvented to be more warm and comfortable, but modern at the same time, Vega said.
It now has more spacious seating that inspires conversation, he added. There are bright red chairs and chocolate-brown leather booths. In the corners and by the bar are flat-screen TVs and the restaurant added a top-notch speaker system, playing music in the background. Outdoor seating is also an option.
Lillian Groag, a renowned playwright and theatre and opera director who has directed shows both on and off Broadway, said she was drawn to the newly modernized restaurant while taking a break from work.
“I loved the interior,” she said. “It was cool, elegant, and uncluttered.”
Vega said business has been soaring since the renovations.
“People are hanging out here,” chef Bob Tam said. “And they bring their friends and have drinks.”
Vega said the restaurant has the best happy hour downtown from 2-6 p.m. and a reverse happy hour from 9 p.m. until closing, where drinks are 50 percent off. The bar also has been completely renovated, seating 20 with full bar service.
The Strand happy hour features $4 signature drinks, $5 martinis and select $2 beers. Also, the restaurant features “boutique Italian” wines according to their online website that are around $35 a bottle.
Sean Kildow, a furniture installer, said he came to the restaurant to take advantage of the new happy hour.
“The bar service is good and the interior is very nice,” he said. “I liked the pink hair on the bartender the most.”
Besides having a stronger happy hour presence, Vega and Tam also claim there is now a stronger appeal for diners too.
“People will be intrigued by our menu,” Tam said, mentioning the lobster macaroni and chicken Parmesan pizza as examples.
Kristin Nash, a waitress who has been working at the restaurant since before the redesign loves the new concept.
“It’s much more inviting,” she said, “but still intimate.”
Vega calls the restaurant a “great value” that does catering through Delicious Deliveries, as well as delivering large orders ideal for events anywhere in downtown Phoenix – including the Downtown campus.
Vega also is in the process of opening a new, equally modern restaurant called Silk Sushi that will have its grand opening downtown this summer.
Contact the reporter at jasmine.barta@asu.edu
