THIRD STREET PROMENADE Do you like wine and cheese? If your answer is “Mais Oui,” then the Third Street Promenade is the place to be.
In the North Pavilion, located south of Wilshire Boulevard, French restaurateur Stephane Strouk has opened up a compact version of his popular Fairfax Farmers’ Market restaurant, Monsieur Marcel, which specializes in French favorites like steak or moule frites, cheeses and charcuterie, onion soup, salads, even foie gras and escargots.
There is also an extensive collection of fine wines to sample, with experts on hand to suggest which wine goes best with what’s on your plate or in your fondue pot, Strouk said.
“We wanted to find a location that reminded people of the Champs-Elysees, where they could dine on traditional French food and watch the people walking by,” Strouk said. “We wanted it to feel like a traditional French bistro, where people can sit and have a cup of coffee or a glass of wine and just enjoy the atmosphere.”
Prices range from $5.99 for a glass of chardonnay to $10.99 for Lusac St. Emillion Chateau des Landes. Salads start at $5.50 with cheese plates ranging from $6 to $21.
It took nearly two years for Strouk to realize his dream. He had to compete against 18 other restaurateurs and then go through a lengthy design and plan check process with the city that ultimately included revisions to the design, which features light and dark recycled wood elements with polished steel.
Strouk also had to build a railing around the restaurant and receive approval from the City Council to serve alcohol, said Miriam Mack, director of economic development, who worked closely with Strouk on the project.
“We were really impressed by (Strouk’s) outreach efforts, demonstrating with wine tastings a real demand for this type of restaurant on the promenade,” Mack said. “It’s more than just a place where you sit down and eat. It offers a whole experience that really can’t be found anywhere else on the promenade. The design only adds to it. I think it’s very elegant and shows a real investment in the presentation.”
Kathleen Rawson, the executive director of the Bayside District Corp., which supported Strouk’s concept, said the restaurant “maximizes the outdoor ambiance and is open and inviting.”
Strouk has a five-year lease on the space with a five-year-option, Mack said. Strouk must pay City Hall $7,000 a month in rent or 9 percent of his total gross, depending on which is higher. Strouk also pays to rent the outdoor dining space, something other restaurants with outdoor dining are required to do as well.
“We are very happy with the response of the customers,” Strouk said. “It’s been successful since the day we opened. We believe that we’ve found our niche here.
“There is not much competition, which makes us a good fit for the promenade.”
Originally published in the Santa Monica Daily Press print edition on December 19, 2007. Read the original PDF.