The show goes on for new business, even in downturn

EVAN WILLIAMS / FLORIDA WEEKLY Chef James Hudson in his new restaurant J Bistro in South Fort Myers. Mr. Hudson and others are bucking the economy with new ventures. They say dreams die hard. For some, even the climate of economic malaise isn't enough to kill off the opportunity of a lifetime. For example, Chef James Hudson, he's opening J Bistro in South Fort Myers this week, marking the end of a year-long process of searching for the right location at the right price, and 19 years of working in fine-dining restaurants for someone else.

"From our perspective, it was a perfect opportunity to buy," Mr. Hudson said. "We found a tremendous bargain in the process."

With loans being harder to come by, he went in on the purchase of the building with his family, using a combination of savings and private venture capital.

"I was fortunate," Mr. Hudson said. "(Getting a loan) definitely would have slowed us down."

While there may be good deals on real estate to open businesses in now, consultants warn the hurdles to success are daunting.

EVAN WILLIAMS / FLORIDA WEEKLY Rob DeGennard and his father Frank are opening Icabod's in the former Dwyer's locale. "Now it's going to be even more challenging," said Judi Gallagher, of Judi Gallagher and Associates and Cooking and Paradise Media. "If somebody opens now they have to ensure that they're triple capitalized. In the best case scenario, in the best economy, the restaurant failure rate is so high."

Mr. Hudson, 40, moved back to town from North Carolina and completely remodeled a building on the northeast corner of Gladiolus Drive and McGregor Boulevard. To work faster and cheaper, he recruited the help of his father, mother and Sous Chef Jason Donnelly, who transformed the former fast food restaurant into a fine-dining bistro — in three weeks.

"So much of what was here was useless to us," Mr. Hudson said. "We had a very specific vision. It was a Herculean effort to do that in 21 days. Without the three of them, it never would have happened."

Once complete, they had a soft opening last week. With high food costs, the strategy was to choose a small number of menu items and prepare every thing in-house, using local, seasonal ingredients. Entrees include a classic steak pommes frites, braised pork spare ribs with anise broth, veal Oscar and plenty of fresh seafood.

"We're counting on people's overriding desire for good food to supersede any economic woes they might be in," Mr. Hudson said. "It's just good, simple, honest food."

He also plans to connect with the community through charitable organizations. For example, donations from the grand opening at J Bistro on Oct. 16 will go to the Ronald McDonald House. Also, local artists will be encouraged to display their work there. Call the restaurant at 437-0202 for more information.

Ms. Gallagher said community involvement is a part of marketing and public relations that is often overlooked. And returning to the basics of business with a vengeance — proper bookkeeping, marketing, PR and great customer service — is crucial in tough economic times.

"People have to look at marketing and how to reach their customer," Ms. Gallagher said. "I can't tell you over the last 20 years how many people have said to me, 'I don't need to do any of those charitable events.' And I said 'Yes, you do.'

"I think the key, like in any business: whatever product it is that you're going to offer, it has to be the best, consumers have to have a relationship with it, and your service has to be incredible.

"Three years ago, people wouldn't think twice about spending $200 on dinner for two, now people are asking where to spend their $60 for a dinner for two."

Icabod's is for the locals

Rob DeGennaro is opening a new casual, family tavern in the castle-like 12,000 square-foot building that used to house Dwyer's in South Fort Myers. It's called Icabod's Wicked Good Food & Drink.

He plans on confronting the economic downturn by keeping the menu lowpriced and offering a huge array of beers, drinks and menu items (priced from $3.95 to $22.95), that he said will all be bought from local purveyors.

"With the way the economy has been, people are looking for value," he said. "We've been able to achieve that."

There will be live music, DJs, eight televisions, two floors, an upstairs outdoor patio, and plenty of bargains. For example, customers can get their seventh meal free or choose a variety of fresh seafood at close to market price and have it prepared however they want, with or without side dishes that cost more.

Mr. DeGennaro is a veteran restaurateur who has been in the business of opening them since he started on Sanibel Island with the Hungry Heron. That was 16 years ago. There have been many others, including the Island Cow. His most recent restaurant was opened in Arcadia National Park in Maine. Each place has catered to the local population, and Mr. DeGennaro said he strives to buy all his food and equipment from locals as well.

"Every single one of those restaurants was run for the local population," he said. "And every single one was a place they could come for a casual, fun environment without breaking the pocket book.

"It puts that money in this local area, in our local economy."

For example, Mr. DeGennaro is leasing the castle-like Dwyer's building from the Dwyers family, which also owns the local Interop Technologies. And he is having all his menus printed by a Fort Myers-based company called Printers Ink International.

He's also opening The Tan Turtle Tavern on Summerlin Road, in an 8,800 square -foot building. To get funding, he went in with his father, Frank DeGennaro, and other family members.

"We pooled our resourses," he said.

Consultant Ms. Gallagher said whether success follows immediately or not, don't let your guard down.

"I tell my clients always, 'You're only as good as your last meal,'" she said. "And if you rest on your laurels, that's never good enough. You always have to keep striving to make it better, to make it as perfect as possible. The ones that are going to survive this economy are the ones that strive for perfection every single day."