Post #352716 by martiki on Thu, Jan 3, 2008 10:46 AM

TV SF was not a franchise location. It was partly owned by the Corporation, and had a large number of investors to help foot the bill.

TV SF required an enormous investment in the remodel, for both seismic upgrades and ADA requirements. It was a HUGE space, with a very expensive 50 year lease. It virtually mandated that the restaurant be an enormous success to just break even.

TV pinned a lot of hopes that their old fans would be back in droves, and they were to some extent. But many were put off by the atmosphere, and the more egalitarian approach. Yes, many have complained here about snotty service, but it was much friendlier and more welcoming that the original clubby SF locale, with the exclusive Captain's Cabin and even male-only dining areas back in the day. Other problems that were overlooked:

-Many of the old fans are- how shall I put it- dead.

-Many of the old fans retired to upscale communities on the peninsula. TV Palo Alto was expected to attract them and it does.

-Most importantly, changing tastes in SF dining. The gap between the two SF Vic's (1994-2004) saw the rise of amazing fine dining in SF. Vic's changed nothing, and they paid the price.

-Tough location: difficult to see from the street, but hopes to attract Opera/Symphony crowd (right age/demographic) were undermined but better dining options in the same area (Jardiniere, Absinthe, etc.)

-Poor Marketing: So much you can do with that brand that never was done. When US Airways in-flight magazine does an article about the Mai Tai, why do they call me and not Trader Vic's?

Lot's more to say, but it's just a sad loss, and a wasted opportunity. Good people, lots of talent- just a lack of vision. Heads have rolled at HQ, and there is aggressive new management in place. The brand will survive- probably not an a form we would all like- but survive nonetheless.