Reimagining George's at the Cove

Reimagining George's at the Cove

Flashback to 1984, the year George’s at the Cove opened. I had just purchased my first VCR. Computers were not an integral tool in business or personal use. Cell phones were not the omnipresent reality of our lives. The Internet did not even exist! Boy, how the world has changed, and we, the dining public, have changed along with it. Dining is no longer “fine” as it was defined 20 years ago. Special occasion-oriented formal service, coats and ties, and highly structured menus were the rule. Today’s restaurant guest is more discerning and more targeted in their dining choices than in the past. They want an experience that is sophisticated but relaxed, in an environment that reflects a distinct sensitivity to design. When it comes to food, the choices must be fresh, local and appropriately seasonal. And finally, their restaurant of choice needs to provide a range of products that reflect their need for every occasion, whether a special anniversary dinner or a simple impromptu dinner with friends.

Trey, Mark and I decided 18 months ago to commit substantial time and resources toward making George’s the Southern California standard for contemporary dining. In order to be reborn, we had to deconstruct virtually every part of our operation. We began the process by hiring architect Jennifer Luce, who had just been honored with Architectural Record’s “Design Vanguard” award designating LUCE et Studio as one of the top 10 emerging architectural firms in the world. Working with Jennifer’s team we have created a new space that reflects today’s demands for comfort, creativity and spontaneity. The biggest surprise awaiting our guests will be a new bar at the entrance of the new restaurant. Featuring exciting new chef-driven specialty drinks, wines by the glass and Trey’s seasonally driven menus, the area will offer a communal table and eight seats at the bar for dining. Venture further into the restaurant and you will recognize that the only physical element to remain untouched is the glass in our ocean view windows. From a new name, logo and graphic identity, to uniforms, tabletop design, menus and music, you will find stimulating changes throughout.

As Trey and Mark reveal in their articles, our food and wine offerings have also been redefined to accommodate today’s moods and desires. Our service philosophy is to continue to provide for our guests’ needs, but in a more characteristic California way. While we will continue to insist on the highest standards for product knowledge and proper service, the feeling will be more casual and more focused on customizing the experience for each table.

My partners and I have invested countless hours in reimagining George’s Fine Dining restaurant. Between us we have more than 100 years of restaurant experience, so our process has been informed by what we believe is a great deal of insight, capturing the essence of how we all live today and creating a restaurant experience without boundaries, It is my sincere hope you will make time to experience this extraordinary new restaurant that will be George's California Modern.