case studies / High Rooftop Lounge VENICE CA
Stunning location and 360-views atop boutique Hotel Erwin; Unique, open-air, beach-bar vibe, ideal for locals or visitors; Comfortable, contemporary design with premium handcrafted cocktails, artisan beers, interesting wines.

the challenge

Food sales were low. The quality of the menu paled next to inventive cocktails and exemplary design and service. High reached out to WRAG to recreate an entirely new menu concept that offered dishes designed to be enjoyed socially, shared among guests, and only eaten by hand... no silverware. A modest budget, space limitations and strict equipment guidelines governed by the Health Department inspired WRAG to be ultra efficient with time and money, and very creative on all levels.

the solution

WRAG worked closely with the Erwin's GM and parent company, Joie de Vivre, with every aspect of the concept, menu development and launch. This included menu and recipe creation, organizing multiple rounds of tastings for senior management, BOH training, and a photo shoot to parallel new menu launch. Throughout the process, WRAG supported the core vision of High Rooftop Lounge and brought it to life through food, all while ensuring innovative cuisine that stayed within modest cost parameters and space limitations.

the results

High Rooftop Lounge launched the new, much improved menu in October 2010. Since then, the hip open-air bar lounge has enjoyed great success, consistently drawing in crowds and garnering positive reviews from both local and national press with headlines announcing "Venice's Hotel Erwin grabs a Spago and Patina alum in an attempt to make its food match its views."