Economist: Eatery's uniqueness could be economic benefit
 The highly anticipated Jackalope Ranch restaurant, which cost in excess of $36 million to build, opens today in Indio.
With its intricately designed interior and lush outdoor special event venues, many hope the facility will become a Coachella Valley destination and help the east valley secure a piece of the tourism pie.
“There's nothing like it in the desert,” said Indio City Manager Glenn Southard. “It's 21,000 square feet — it's like two ... Cheesecake Factory (restaurants).”
It will feature “progressive Southwestern ”cuisine, barbecue and steaks using fresh and locally grown ingredients.
Though dozens of restaurants across the valley have shuttered in recent months, new places like Jackalope Ranch continue to open, providing jobs at a time when unemployment continues to soar.
More than 3,000 people attended a two-day job fair in early December hoping to snag one of almost 300 restaurant positions.
Owner Lee Morcus of the Kaiser Restaurant Group Inc. said there was some trepidation opening a restaurant amid a failing economy, but couldn't pass up the opportunity to operate such a unique facility.
“We have a chance to do something significant that hasn't been done before,” he said. “We have a lot riding on this venture. We're not in it to lose. Failure is not an option. You don't open up a restaurant to be mediocre; you open up a restaurant to be great.”
Esmael Adibi, chief economist at Chapman University in Orange, said the distinctiveness of Jackalope Ranch coupled with its target clientele could prove beneficial for the restaurant despite the failing economy.
The recession affects everyone, he said, but the individuals who would patronize more high-end restaurants are not affected as much. “Given that, I think they have a very good chance of being successful. It sounds like it's unique,” Adibi said.
Another man's dream
Don Callender, owner of Babe's Bar-B-Que restaurants and founder and former owner of the Marie Callender's chain, built Jackalope Ranch with the intention of operating it as his flagship facility.
He had planned to open it this past summer. “We spent so much money on it. No expense was spared. It was something he'd been working on for a long, long time,” said Arthur L. Vasquez, general manager of Babe's Bar-B-Que & Brewhouse in Rancho Mirage. Vasquez has worked with Callender for 17 years.
But because of the amount of money spent on the facility and the “financial forecast,” the decision was made to instead lease out the building, he said.
Also, months before the decision to not open, Callender became ill and wasn't able to directly be involved with his restaurants.
Callender died Wednesday, said Vasquez.
Morcus got his first look at Jackalope Ranch in August and was blown away by the craftsmanship and detail used to build the facility.
“When I saw this place I was overwhelmed. It was powerful. It moved me in a profound way,” Morcus said.
“You walk in, you don't see something like this every day.”
He soon decided to lease the building and carry on in spirit what would have been Callender's legacy.
“It's an incredible honor (to take it over),” Morcus said.
His company operates the Kaiser Grille of Palm Springs and the Chop House restaurants in Palm Springs and Palm Desert, as well as Hogs Breath Inn in La Quinta.
Though the building is owned by Callender and has the Babe's signature bronze pigs, the restaurant is not affiliated in any way with the Babe's restaurants, Vasquez said.
“I've seen so many restaurants come and go. We absolutely hope they do very well and we don't have to find someone else to lease it in 12 to 18 months,” he said.
Janet Cook, chief executive officer of the Indio Chamber of Commerce, has confidence in Morcus and his company to make the restaurant a success.
“They have a wonderful reputation. Their service is impeccable,” she said.
Details matter
While Morcus declined to discuss how much of his own money he invested in getting the restaurant started, he did receive a $500,000 loan from the city to purchase new furniture, fixtures and equipment for the restaurant.
Morcus said he has never seen a facility built with as much attention to detail.
“I think I'm fairly well traveled. I never saw anything that had this level of magnitude, this level of detail in it. You go to Las Vegas and you don't even see anything like this in Vegas,” he said of thecraftsmanship and materials used in the restaurant.
There's a massive bronze pig that sits in the middle of a cascading water feature and welcomes guests as they enter the restaurant.
Then comes the meandering walkway that carries people over a picturesque stream into the intricately designed lodge-themed building.
Once inside, the entire building becomes eye candy.
There's a Harley-Davidson motorcycle built out of wood on display, bronze pig wall sconces and a huge bronze tree with outstretched limbs that wind around the dining area.
“Every time you walk in, you see something different,” Morcus said.
Outdoors, the vibe is tropical and just as ornate.
There are two separate and luscious green lawns that provide space for special events such as cocktail parties and weddings. The outdoor venues can hold up to 800 guests.
A mountainous boulder structure with waterfalls and ponds interspersed with bronze statues of children and animals act as a backdrop to the outdoor lawn venues, palapa bar and dining areas.
“It's really a beautiful location. They've done such detail you just can't believe it. It's one of a kind. It's a work of love,” said Indio Mayor Melanie Fesmire.
Additional Facts
All about Jackalope Ranch
The 21,000-square-foot restaurant at 80-400 Highway 111 opens today. It sits on 6.45 acres.
About 300 employees were hired.
It has a huge smoker for all different types of meats and will feature “progressive Southwestern” cuisine, barbecue and steaks using fresh and locally grown ingredients.
For reservations, call 342-1999.
What is a Jackalope? In folklore, the legendary jackalope is a cross between a jackrabbit and an antelope and looks like a jackrabbit with antlers. |
