Space Needle renovations propel foodservice to new heights

Nation's Restaurant News, Feb 25, 2002 by Lori Doss

Towering over Seattle at a height of 605 feet, the Space Needle is recognized worldwide as the symbol of the city. Built as the centerpiece of the 1962 Seattle World's Fair, the Space Needle cost only $4.5 million to construct. And thanks to its height, the No. 1 tourist attraction in Seattle provides its approximately 1.3 million visitors each year with spectacular views of Puget Sound, Mount Rainier, the Cascade and Olympic mountain ranges and the city itself.

In light of those attributes, one might think the Space Needle doesn't need any enhancements. But Space Needle president Dean Nelson had his own idea: a $20 million revitalization effort, which began in 1999 and was completed in 2001. And while it included buffing up the needle's observation decks and exterior, key improvements also were made to the Space Needle's three foodservice venues, which represent more than half of the attraction's dollar volume, Nelson said.

The crown jewel of the Space Needle -- other than its fabulous view -- is a revolving restaurant, aptly named SkyCity, located at the top of the landmark. The restaurant showcases a fine-dining menu that allows guests to sample flavors of the Pacific Northwest, such as alderwood-smoked Northwest salmon, roasted Nebraska prime rib and Pacific swordfish. Dinner check averages are approximately $46.

Nelson commissioned David McVey and his partner, George Oakley, of Architettura Design LLC to revamp SkyCity. To secure success, Nelson's team at the Space Needle joined with branding consultants and the Architettura group to brain-storm about the most effective positioning for the restaurant. The collaborative effort struck gold when it was decided that the restaurant should focus on the importance of the landmark Needle's history, Nelson said.

Recognizing the importance of the Space Needle's rich past and its importance to the Seattle skyline, Nelson said he wanted the restaurant to combine a nostalgic atmosphere with a contemporary flair.

"We wanted guests to have a fresh, wonderful, beautiful interior but still sense that this is a restaurant with some history," he added.

While SkyCity always was known as a fine-dining destination, its decor did not always reflect the picturesque views and gourmet cuisine served 605 feet above the ground, according to McVey.

"The facility didn't have the best reputation with locals," McVey said, adding that his goal was to "bring the interior up for locals, make them proud to visit the Space Needle."

Before the redesign the approximately 300-seat restaurant primarily had loose tables, which were intended to provide flexibility for dining parties of various sizes. In addition, the restaurant was divided into two sections: one for upscale dining and the other for general tourist traffic. However, McVey said, Architettura's main goal in the renovation was focused on maximizing the restaurant's defining feature: its view.

To ensure that the majority of guests would have a "window seat" under the new design, Architettura split the restaurant's 14-foot-wide turntable into quadrants, thus making the large space of SkyCity appear to be more intimate. The Seattle-based design company also installed booths along the inside edge of the turntable, 6 inches above the rest of the guests, as well as loose tables with bird's-eye views.

"The view had improved for nearly half of the guests in the restaurant," McVey said.

In an effort to make the restaurant even more upscale, Architettura added woodwork throughout the space, thus creating a luxurious atmosphere. In addition, fabric-backed booths were added to increase the comfort level of the space. Architettura also made the restaurant more inviting by warming the space up with a butterscotch color scheme.

While the revolving restaurant can be a big draw for customers, it creates several problems for designers. SkyCity features a stable service perimeter, located outside the 14-foot revolving area, which divided customer space from the kitchen. Architettura wanted to separate the service area from guests to block noise and distraction, without causing guests to feel isolated by the small, revolving space.

In response to the challenge, McVey said his team chose to install shoulder-high glass screens, rather than a full-size wall. Architettura also added basket-woven mahogany panels on the opposite side of the service aisle to detract from the enclosed kitchen and to provide a nostalgic atmosphere in the restaurant as well.

"We were trying to create something that looked -- at least in the back of your mind -- as if this was what it was like in 1962, but it still seemed fresh and new and vibrant," McVey added.

After completing the SkyCity redesign, Architettura descended 500 feet down in the Space Needle to the Skyline Level, which houses the meeting, banquet and special-events facility.

"We were wanting to think not in terms of a banquet facility, but in terms of a private-dining experience," Nelson said.

Nelson added that despite the lower-floor location, the city's height restrictions on buildings have ensured that the Needle maintains its unrestricted view of Seattle. The lower facility is used primarily for social occasions and typically is booked during the weekend.