Apparently a long-time series of gigs on the Food Network, a kitchen retail shop, best-selling cookbooks, cookware and cutlery lines, a $3-million consulting gig with Applebee’s, an organic baby food line and a namesake wine label are not enough for Tyler Florence. In June the 39-year-old will unveil his first restaurant in San Francisco, followed by two more in nearby Marin and Napa Counties.
Florence is taking over the space formerly occupied by the legendary Rubicon and converting it to Wayfare Tavern, described as a gathering place inspired by San Francisco’s Barbary Coast era. It will incorporate a working fireplace, raw bar, open kitchen, billiards room and beer garden.
Later this year, he and partner/pal Sammy Hagar (yep, that Sammy Hagar) plan to revamp the existing El Paseo in their hometown of Mill Valley as a rustic American tavern. And he’s launching Tyler Florence Rotisserie & Wine, in downtown Napa. Planned as a growth vehicle, the casual concept will stress locally and sustainably raised meats along with Napa and Sonoma wines. He’s reportedly eyeing a second location for the rotisserie concept at San Francisco’s airport expansion along with leases at several malls.