Club Phoenix rises as mega-Moxie's
Thu, June 28, 2007
By HANK DANISZEWSKI, SUN MEDIA
A new Moxie's is rising from the ashes of Club Phoenix.
Make that a mega-Moxie's.
Winnipeg-based Eats Enterprises has bought the recently-closed nightclub on Richmond Row and will renovate it as their second Moxie's Classic Grill franchise in London.
"We think we can be a big part of downtown revitalization. We're excited about being a couple of blocks from the John Labatt Centre," said Paul Randle, the company's director of operations.
Moxie's Classic Grill is a Calgary-based chain with about 50 corporate and franchised locations in Western Canada and Ontario.
Eats Enterprise now operates 12 Moxie's franchises including the first London location on Wellington Road South which opened in February last year.
"It's No. 1 in our franchise group. We've been ecstatic with the reception we've had in London," said Randle.
By next spring Eats Enterprises will open five more Moxie's franchises but the new downtown London restaurant will be the biggest. Company president Brad Houghton said the standard Moxie's is about 7,300 square feet but the Richmond Row location will total almost 11,000 square feet on two levels, not counting a multi-level outdoor patio.
Renovations will begin in about three months and the restaurant should open next spring.
Houghton said the exterior will be restored to its original look. That should please heritage activists and city councillors who protested loudly when the building was painted cherry red in 2002 as part of the renovations to create Club Phoenix. The building was later repainted black.
The new restaurant will employ about 130 people. Although Moxie's launched an aggressive hiring campaign for its first restaurant, Houghton believes it will be easier on the second location.
"Last time we had zero brand awareness. This time most people who want to work for us would know who we are."
Although there have been a number of violent incidents in the Richmond Row in recent years, especially at bar closing time, Houghton said it is not a concern for his company.
"With our standard Moxie's clientele, we have never needed . . . security measures. It's an older crowd."
Club Phoenix, with capacity for more than 1,500 people, was one of the largest establishments of its kind in southwestern Ontario.
Majority owner Sal Pacifico Pacifico said some media coverage unfairly linked the club to violent incidents in the area and scared away patrons, hurting business.
The club's owners have filed a lawsuit against A-Channel in London and the Gazette student newspaper at the University of Western Ontario.
Mainstreet London manager Janette MacDonald said the new Moxie's will be a big boost for a downtown that has seen many chain operations leave for the suburbs over the years.
"These guys know what they doing and the fact they have faith in their business plan downtown is really gratifying for us," said MacDonald.