The holidays brought The Avenue teammates, Chef Andy Bates and Francesca Mingo back to the states and I kept them here as long as possible to start our work on the restaurant. Leave it to the marketing girl to slam pack their January with meetings, gigs and promotional events.
After selling over 200 scotch eggs at The Miami Flea and landing our first catering gig, a press launch for Miami's Brit Week, we decided to run a 4-day pop-up series where we would host all who want to get a taste of what The Avenue will be bringing to the table later this year. Our future landlords were nice enough to provide a gorgeous 2-story loft in the building where our space will be - Filling Station Lofts. Limited to 20 seats at one long and beautifully decorated table, the event had a private dinner feel, with the added benefits of cooking demos, beer pairings, discussions with the chef and a tour of our restaurant space.
The event kicked off with a private VIP & media dinner on Wednesday, January 20th, followed by 2 dinners Thursday and Friday and a lunch on Saturday. The media dinner created a great deal of buzz, including support from Miami.com, Miami Herald Food, Miami New Times, Miami Shoot Mag and Miami Food Pug, among others. Dinner menus included Welsh Rarebit, Scotch Egg, Beef & Bone Marrow Pie & Mash and Sticky Toffee Pudding. The lunch switched the entree and dessert out for Fish & Chips and Banoffee Pie. Each course was accompanied by a beer pairing from one of our partners - Sixpoint Brewery and Wynwood Brewery - with a quick pairing talk led by Frenchy. We also played British slang trivia and discussed the fun activities we want to have at the restaurant once it opens. The night ended with a tour of the restaurant space led by Andy as he explained our vision for how it would be laid out. Oh yeah, and I managed to get a photo shoot by the amazing Alex McKenzie fit in there as well.
Every dinner and lunch sold out. WE DID IT! ...but the only way we pulled it off was with the help of our friends and family doing everything from serving beers to cleaning floors. It's a beautiful thing to see what you can accomplish with the right support behind you. We're feeling proud and grateful again these days.
- Idea Garden President & Creative Director, Vivian Belzaguy