Shangri-la Announces Co-Project with Jean-Georges

PREVIEW - MARKET

By tomorrow all of Canada will be aware that Vancouver's Shangri-la Hotel has cemented its long drawn out negotiations with Culinary Concepts of New York, and that Chef Jean-Georges Vongerichten will indeed be operating a restaurant (to be called Market) in Vancouver. The official PR notice (see below) went out to all local media this morning, and the national press will be notified this evening.

For a city with an insatiable need for acknowledgment as a "world class" dining destination, we agree that the marriage is a juicy validation. However, we're not going to hyperventilate over the news just yet.

Over the next month or so we can expect to see a lot of photos of J-G, as well numerous recaps of his bio. But having eaten in a number of Mr. Vongerichten's restaurants in other cities (loved his early ones, were disappointed with his most recent projects), the value added of a Culinary Concept restaurant in our city shouldn't necessarily be taken as a given. What we will be getting is not so much a celebrity chef, as a crack, international-class restaurant corporation. So it will be interesting to see what sort of "concept" is put into play for Vancouver, and who will actually be put into the kitchen to execute it.  The Shangri-la claims that at least four members of the Culinary Concepts team will be moving from New York to live in Vancouver in the restaurant's first year of operation. Whether their job will be to decode the eccentricities of the westcoast dining market, or whip the local hired help up to their standards ...or both, could be the more amusing part of the story.


CHEF JEAN-GEORGES VONGERICHTEN TO OPERATE RESTAURANT AT SHANGRI-LA HOTEL, VANCOUVER
(Directly From the Press Release.)

Shangri-La Hotel, Vancouver will debut MARKET by Jean-Georges when it opens January 24, 2009.   The restaurant is the first collaboration between Culinary Concepts – the global restaurant development company of Jean-Georges Vongerichten and longtime business partner Phil Suarez – and Shangri-La.  It also marks the internationally acclaimed chef and entrepreneur’s first foray into Canada and on the West Coast.
 
Jean-Georges will adapt his popular ‘modern’ style – a reflection of his classic French training, his 10 years in Asia,   and the Culinary Concepts’ philosophy of ‘global in reach, local in content’ – to tailor the Vancouver version of MARKET by Jean-Georges .   His signature 'vibrant cuisine' abandons the traditional use of meat stocks, instead featuring intense flavors and textures resulting from the use of vegetable juices and fruit essences, light broths and herbal vinaigrettes.   Jean-Georges’ culinary vision and execution have not only redefined industry standards but have also revolutionized the way in which diners eat.   
 
“This is a tremendous collaboration of like-minded luxury brands that simply want to put the very best in food, wine and service in front of their guests,” said Stephen Darling, regional vice president and general manager, Shangri-La Hotel, Vancouver. “ British Columbia ’s exceptional farm products, seafood and wines will garner further international exposure in the hands of one of the world’s great chefs.”

“Vancouver is a global dining destination,” said Jean-Georges.   “It is a city rich in culinary influences and young talent.    I am eager and excited to have the opportunity to use the wealth of produce and products, especially the fish, available in the Vancouver area.”
 
“Shangri-La is a brilliant hotel group that we are happy to be associated with.  We feel it’s a perfect marriage of two terrific brands in the hospitality world.   There is great compatibility between our two brands.” said Phil Suarez.
 
MARKET by Jean-Georges will serve lunch and dinner and have four distinct areas: the dining room with seating for 84, including two private dining rooms, one with a table for eight and the other for 12; the more casual bistro accommodating 36; the 60-seat outdoor terrace, which will be open spring through fall; and the bar with ‘musical chair’ seating for 29. 
 
Culinary Concepts and Shangri-La Hotel, Vancouver will work together to assemble a team of culinary talent that will include members of the Culinary Concepts’ brigade, Shangri-La specialists and a strong contingent of locally hired restaurant professionals.
 
“Our venture with Jean-Georges and Culinary Concepts adds another layer of excitement to a city that is winning culinary kudos from around the world,” said Darling.   “The Jean-Georges brand attracts top, young culinarians looking for the opportunity to learn, push the envelope and develop their own style, which we intend to showcase.”
 
The addition of MARKET by Jean-Georges heightens the anticipation for the January opening of the Shangri-La Hotel, Vancouver, the first North American hotel for the Asian-based luxury group, Shangri-La Hotels and Resorts.    The 119-room hotel, set in the downtown core, will occupy the first 15 floors of a 61-storey multi-purpose complex, incorporating innovative residential living, high-end retail shopping, creative restaurants and an outside public art space.
 
Culinary Concepts is a global restaurant development company created by internationally acclaimed chef Jean-Georges Vongerichten and long time business partner Phil Suarez.   Launched in 2006, Culinary Concepts has already opened restaurants in Atlanta and Istanbul, Turkey . New locations are forthcoming in places as diverse as Doha, Scottsdale, Arizona and Mexico City .   Culinary Concepts leverages their creative and operational acumen to create new fine dining concepts in major international cities as well as in partnership with high-end hotel and resort properties. Culinary Concepts is supported by a fully integrated organization capable of supporting or fulfilling concept development, operations and management needs. Culinary Concepts by Jean-Georges currently has 10 brands/concepts such as Spice Market, Market by Jean-Georges, J & G Steakhouse with additional concepts currently in development.   Culinary Concepts ambition is global but the content will be localized.   A significant portion of each menu will contain locally inspired cuisines and seasoning will be endemic to regional palettes.