When Pearl Hospitality opened the Embassy
Suites property in downtown Fort Worth, Texas,
it chose a location in a district busy with daytime
commerce and evening entertainment. In
researching the food and beverage needs and
creating the dining venues for the Sundance Square site near the
Bass Performance Hall, the Fort Worth-based hospitality development
and management company saw a host of competition vying
for the patronage of visitors and the Fort Worth discretionary dollar.
After analyzing the business climate and demographics, Pearl
Hospitality and Embassy Suites believed they found the right concept
in a martini glass.
The concept came to realization in May of 2007 as Elements martini
bar, a chic, sophisticated bar and lounge offering a worldly alternative
for drinks and dining to appeal to guests and local clientele
alike. GM Ken Schell explains the off-the-beaten-path concept:
“We’re in the middle of Cowtown.There are literally steakhouses on
almost every corner. All of them do a fantastic job with steak, so we
wanted to offer something a little different, such as a key lime martini—
like a liquid key lime pie, complete with graham-cracker-rimmed
glass—or our diver scallops in a gingered beurre blanc with
prickly pear reduction.”
By not trying to be the best little steakhouse
in Texas, Elements opens the door to
more unusual dining experiences. And while
martini bars are more of a “beaten path” concept
in other big city markets, the signature
drinks at Elements make the bar an out-ofthe-
ordinary option for hotel guests and a
stylish nightlife destination for theatre-goers
in Fort Worth.
The dual appeal of Elements—luring in
both guests and locals—was a key consideration
for the property. Even Embassy Suites’
trademark hotel design was adapted to fully
take advantage of the predominant demographic
groups. Instead of constructing the
Embassy Suites signature atrium on the main
floor, it was created on the hotel’s seventh
floor, effectively allowing two discrete food
and beverage areas. The seventh floor dining
area welcomes guests at the all-suites hotel
with the traditional evening manager’s reception
and cooked-to-order breakfast. The
ground floor, however, was planned to
include less-customary offerings that would
enhance guests’ experience and draw in regular
local business, with Market Bistro,
Starbucks, and Elements.
“The manager’s reception is a great thing
for all of our guests, but the extended-stay
guest usually goes there for a drink or two,
and then comes down to Elements for a bite
to eat and to talk with friends at the bar,
while the martini bar also targets pre-show
and post-show passersby,” says Schell. “We
are located next to a world-class performance
hall that gives us access to the type of local
clientele we are looking for.”
Schell touts the popularity of the concept
with both locals and visitors but attributes the
true success to underlying food and beverage
principles. “It has proved to be a hit with both
sides of the demographics. Again, I think whenever
you take the time to really provide quality
and a differentiated experience, guests
appreciate it. Whether it is in the form of a martini,
a glass of wine, or a mojito, people are
looking for a genuine experience.”
Part of that genuine experience is a seasonal
small bites menu created by Executive
Chef/F&B Director David McCartney, which
includes “sliders, shooters, tapas, and
desserts” and blends fresh local ingredients,
familiar favorites, and global elements.
Freshness and flavor are also the hallmarks
of the signature drinks, making use of vodkas
infused with fresh fruits, vanilla beans, and
herbs; incorporating house-made aromatic
syrups; and taking cues from international
influences, as in the popular favorite, Gingerlime
Mojito. Likewise, a cruvinet system
guards the freshness of the by-the-glass wine
offerings, and a full complement of top-quality
spirits is available for every taste.
Meeting the often widely varied expectations
of guests and local patrons might be a
bit more challenging in urban Texas than in
most places. “Fort Worth is an interesting
environment. You have very well-to-do cowboys
in boots and 10-gallon hats frequenting
the Modern Art Museum, where they admire
an original Warhol or tour the visiting Ron
Mueck exhibit.”
Schell is met with the dilemma of trying to
satisfy diners wanting globally nuanced food
and drink while also catering to those expecting
hearty American fare in the middle of the
red-meat culture of the Lone Star State. The
signature drinks have proven to be a way to
“grease the wheels” to get people to experiment
with the unusual menu.
NO SADDLES AT THE BAR
Restaurant design also seeks to gently
move guests away from an “overtly Texas”
feel toward a more “elemental” atmosphere,
as its name implies. “While there is a definite
Western influence to Fort Worth, there is truly
a ‘worldly’ awareness,” says Schell, “so we
were careful not to put in any of the clichéd
Texas elements … there are no saddles at the
bar or spurs on the tables or anything like
that … but to make a very comfortable space
that was natural. We chose the name
‘Elements’ because there are different natural
elements throughout the space—sconces that
hearken to fire, a large illuminated ‘light wall,’
and beautiful aqua blue mosaic tiles that
remind me of the ocean.” His description of
the atmosphere as “just comfortable chic”
places Elements at the crossroads of “home,”
“hideaway,” and “hot spot.”
Using signature drinks and the lounge
atmosphere at Elements as a hook seems to be
working at the Fort Worth property. Schell is
pleased with the performance of Elements and
has plans for a more active business model.
“Our marketing plan for 2008 includes
plans for several local food shows, rolling out
a happy hour, and introducing specialty
nights such as a ladies’ night geared towards
the working professional who wants to go
out but doesn’t want to be in a dance club.”
Rather than replicating Elements wholesale in
new properties, Schell sees the method for
planning the concept as a prototype process
for future development.
“As Pearl Hospitality continues to grow,
we will continually innovate. I’m sure our fullservice
hotels will have something similar
that is an improvement upon the original
concept,” says Schell. While a martini bar
might not be the concept to succeed in every
location, a well-chosen beverage program
can clearly provide enough differentiation for
a food and beverage outlet to thrive in a
competitive market.
Denny Lewis is a frequent contributor to HOTEL F&B.
Appealing to 
