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DSIDEBAR BRINGS A SOPHISTICATED FEEL TO PHOENIXby KUViBiRLY LI BY photography by SAM NALV1N

The story behind SideBar is one of strong ambition andperseverance. Co-owners Josh Parry and Mike Winn have literallygutted out a cozy niche for Central Phoenix patrons. And to think,this local Utopia almost never happened.

Three years ago Parry contacted his former college roommate,Winn to discuss the possibility of opening a bar in Phoenix. Winnhad already opened his first bar in California three years priorand Parry trusted his fellow Cal State alumnus to support hiscreative proposition for Arizona.

Winn admits he wasn't sold on doing business in Phoenix. "Iwanted the business to stand the test of time/' he says. "I didn'twant to reinvent it five years later." Prior to becoming SideBar,Parry says that their two-story venue has been through numerousincarnations: once a produce market, later an auto garage, anunderground art studio (The Lost Leaf), a portrait studio, butmore recently it was the home of the Emerald Lounge, an infamousrock venue/dive bar.

Winn and Parry immediately went to work. The initial ideawas to possibly re-open the Emerald Lounge, but the name aloneevoked its bad reputation with the local community. But Winnand Parry soon realized that naming their venue would be smallpotatoes compared to the hurdles they faced in the process ofopening and refurbishing their business.

In an effort to get their establishment started, Winn flew outevery other weekend to speak with the city council. At first, Winnsays, "[they] fought us on everything because the parking wasatrocious" in reference to how the neighborhood embraced theidea of another lounge in the area. "I was ready to walk away,"Winn says. Parry was able to convince Winn and the city counciltheir business venture would work, and eventually struck a dealfor parking. Once that was taken care of, Parry and Winn weregiven the green light and they were off to the races.

The landlord already had a Pei Wei and a Starbucks on boardfor two spaces in the building. Before Parry and Winn could open

their business, Pei Wei and Starbucks had to be open for businessfirst. As with any venture, success comes with a price — Parry andWinn had to pay upfront to renovate the structure.

The first of many remodeling hurdles for Parry and Winn wasto scramble their zoning plans together; time was ticking and theother two proprietors were starting construction with or withoutthem. Once Pei Wei and Starbucks started construction, SideBar

vv PEOPLE THINK IT'S UNIQUE,DIFFERENT, URBAN."

- Josh Parry

would not be able to make improvements from the first floor.Altogether, it took them two and a half years to finish all of theremodeling. "We did everything in spurts and really picked upthe pace during the last six weeks of construction," Parry says.

SideBar's transformation is amazing. Upon entering thefirst floor, patrons are greeted by urban architecture: precisegeometrical steps (of a cherry wood color), lined with the structure'sauthentic red brick walls, which draw the eyes to an art-worthy,digital light structure at the top landing. The wood flooringcontinues throughout the venue and accentuates the open, invitingspace shared by the long bar and a prodigious socializing area ofseparated seating. Parry and Winn sought the creative interiordesign techniques of Judith Testani with Testani Design Troupe,Inc. to give SideBar's interior decor a facelift. Everything fromthe light fixtures to the eco-furniture and great use of round sofasections give SideBar a candle-lit ambiance of class. From thewindow upstairs patrons get a spectacular view of the DowntownPhoenix city lights. "People think it's unique, different, urban,"Parry says. Although they spent more than triple the amountthey wanted to in this investment, Winn says, "the philosophyhas always been to spend the money upfront and do it right andpeople will love it."

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SideBar was officially open for business on November 19,2008. "We literally only had four shelves of liquor set up at thetime, everything else was just a jumble on the back counter. Wejust turned on the lights, opened the doors and people startedwandering in," Parry says. He adds that the lounge still hasn't evenhad their official grand opening yet, though they are aiming for thebeginning of February 2009. Notwithstanding the economic times,Parry and Winn both think they will be all right. "People may betraveling less, but they still want to go out and have a good time,"Winn says. Parry adds, "Everyone's been amazingly supportive,"(everyone being the surrounding historical neighborhood, theirlandlord, and especially the patrons). With the new light-rail inservice and a stop less than a half-mile away, SideBar could seea steady influx of people.

The concept behind SideBar as a lounge was to only use fresh-

squeezed juices in their drinks. SideBar comes equipped withtheir signature Sweet and Sour Mix recipe (and simple syrup).Winn explains that the ingredients they use in their recipes willleave people feeling better the next day, while chemicals used inother bottled liquors may cause the headaches people typicallyexperience after drinking them. Parry also has some major plansfor SideBar in the near future, including possible art shows andevents that involve people in the local community (culinaryexperts, wine experts and the like). Parry and General ManagerJeff Pytel are currently working on some additional menu items toinclude appetizers and specialty drinks (Pytel plans to incorporatethe use of horchata in one of the drinks). SideBar has an excitingfuture ahead and it's just what Phoenix needs — a touch of class.

Take the stairs at www.sidebarphoenix.com

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