House of Blues debuts 4th unit, new logo in Chicago

Nation's Restaurant News, Dec 9, 1996 by Carolyn Walkup

CHICAGO - The newest and largest House of Blues opened with fanfare in the town known to blues fans as "Sweet Home Chicago."

The $20 million restaurant-concert hall-multimedia studio marks the fourth location for the Los Angeles-based company, which aims to become an international brand. Isaac Tigrett, founder and chief executive, said Chicago is an essential place for a House of Blues because "Chicago is America's living blues city.

"It has that whole rich tradition that is still an active part of the heritage of this community. It's probably the most important one we will ever do, outside of New Orleans," he said.

The 55,000-square-foot Chicago version has some unique features, including a section of the restaurant dedicated to Chicago blues artists and influences and, when weather permits, a Blues Cruise on the adjacent Chicago River, scheduled to start next spring.

A year or more away is a blues-themed hotel next door in the Marina City complex and five major restaurants that will be operated by outside companies. "We are talking to groups like the New York Restaurant Group and Sambucca from Dallas," said Tigrett, who indicated that he is interviewing at least 20 operators, some of whom will feature live music.

However, one Chicago-based operator, Carlucci Hospitality Group, already has signed a lease to operate in the hotel.

Although Chicago, which became an urban blues center after many Mississippi Delta-born blues musicians migrated north decades ago, seems a natural home for a House of Blues its opening was not without controversy. The Catholic Archdiocese of Chicago formally objected to the House of Blues logo, which it interpreted as a symbol for "the sacred heart of Jesus." The late Cardinal Joseph Bernardin signed a letter last summer to House of Blues stating that that having the House of Blues' name printed on a sacred icon and used for commercial gain was an affront to religious expression and belief.

Tigrett and his associates recently changed the logo, elminating the crown of thorns and blood drops and substituting a rose, which they call a symbol of love, peace, truth, righteousness and nonviolence. The Archdiocese approved of the change.

Tigrett, who consulted his Hindu master in India regarding the change, said the controversy turned into good publicity for the House of Blues opening. "Everyone is aware of this place," he said.

"The Chicago reception has been great. People are so loyal and sure-footed," Tigrett said.

Saying that he's in no hurry to make House of Blues a huge chain, Tigrett explained, "Everybody wants it all to happen tomorrow.

"I have 25 years' experience in how to build an international brand and when and how to leverage it," he continued, referring to his background as co-founder of the Hard Rock Cafe. "This is a 25-year plan of growth.

"This is the evolution of what the Hard Rock was. It's celebrating culture. I came out of retirement to do this."

The next openings are scheduled for Myrtle Beach, S.C., and Orlando, Fla., in 1997 and Tokyo in 1998. Other sites being researched include Paris, London and New York. Like Chicago, future sites will include hotels, Tigrett said, as well as wiring for free guest access to the Internet from anywhere in the restaurant or private Foundation Room.

The Chicago property contains 314 restaurant seats and a concert hall with standingroom capacity for 1,200. Memberships to private opera boxes on three levels are being sold for $5,000 to corporations or $2,000 to individuals. Half of the membership fee goes to the International House of Blues Foundation charity and scholarship program.

Although the company has about seven divisions, the restaurants are "the main topline division," Tigrett said. The Chicago restaurant is open for lunch and dinner and features a live-music stage.

Checks are expected to average about $17 for dinner and $10 for lunch, according to general manager Houston Striggow. Reserved dinner seats are available only to concert ticketholders.

The Southern and Cajun-Creole menu is similar to that of the three older restaurant-clubs, with a few new additions, including saffron-and-curry-roasted mussels tossed with Creole tomatoes and herbs, and roasted rack of lamb, lightly crusted with seasoned bread crumbs, Creole mustard and rosemary.

Not all of the entertainers in the "juke-joint opera house" will be blues musicians, in order to attract a broader audience. The diverse talent lineup for the opening weeks includes Aretha Franklin, Johnny Cash, the Neville Brothers and Crash Test Dummies.