The Murrieta's legend is about to leave its mark on Whyte Avenue. The bar and grill, known for dishing up signature West Coast dishes in both Calgary and Canmore, will be bringing its balance of rich traditional esthetics and 21st century culinary style to Edmonton later this year.

Scheduled for a spring opening, Murrieta's will settle down in the spot last occupied by the now-defunct L'attitude restaurant, adjacent to the Varscona Hotel.

The Edmonton operation, a $1.1-million project which will completely gut and rebuild the 6,800-sq.-ft. location, will bring more than food and wine to the trendy Old Strathcona district that is known for its shopping, eateries and nightlife.

It will also likely augment the lore of Joaquin Murrieta, who is rumoured to have ridden with the Sundance Kid and traded stories with Mark Twain.

Dan Riedlhuber, Business Edge
Proprietor Ron Salverda, right, and chef Brian Leadbetter are watching closely as renovations proceed at new location.

Described by Murrieta's owner Ron Salverda as a "gentleman outlaw" who never harmed anyone who didn't harm him, Salverda says "Joaquin was an honourable guy who did what he had to do in his time and day. He was known for his passion for wine and food. He liked the good things in life and he always gave back to his people."

It was those traits, along with Joaquin's need to think outside the box, that inspired Salverda to name his restaurants after the man who made headlines in California's wine country in late 1852.

When Salverda opened the first Murrieta's four years ago in Calgary on the Stephen Avenue mall, he was told he made the wrong move.

"I took a second floor location in Calgary, which I was told traditionally doesn't work in a downtown area where there wasn't much and where you wouldn't want to be walking when it's dark," says Salverda. "When we opened up we just put our heads down (and moved forward). There were 700 restaurant seats on Eighth Avenue then, now there are about 2,700 restaurant seats."

It's that attitude that Salverda and his team will be bringing to Edmonton.

"Every market we go into is different. We're going to Edmonton and we'll put our heads down and do it again and hopefully crawl our way to the top," says Salverda. "There is no secret. It's about good food, good atmosphere and good service."

The Edmonton version of Murrieta's will differ somewhat from its relatives. "We're not a chain restaurant, we're still a very independent company," says Salverda. "We don't want to cookie-cut these Murrieta's - you want to see that they're related, but that they're not identical."

Edmonton's version will have seating for about 170 and include a lounge with a baby grand piano. On the weekends, after 10 p.m., there will likely be rhythm and blues and swing entertainment - a time that won't interfere with the dining crowd.

The restaurant will feature three different styles inside, a lounge and a bistro, in addition to the main dining room. All will serve the same menu but allow patrons to find their own comfort zone. Design features include a solid mahogany bar, three large French doors that lead out to the patio, while the main dining room gets a fireplace in addition to an 18-foot wine rack on one wall, capable of holding 1,000-plus wine bottles.

There will also a private dining facility able to seat 30.

While Salverda will be leasing the restaurant space, he will work in conjunction with the Varscona, providing the boutique hotel with restaurant and catering.

"Clearly Murrieta's has established itself as an award-winning restaurant in Calgary and we are absolutely delighted that the Varscona has been selected to be (home to) the first one in Edmonton," says Varscona general manager Deborah Cox. "Part of the reason Murrieta's is such a good fit us for is because there is a synergy between our clients and theirs, and the services they'll provide. I think it's a good match."

The Varscona caters to both business travellers and those looking for luxury or leisure accommodations. There will also be a direct link between the hotel and the restaurant once construction is finished.

Salverda says it will take about 10 to 12 weeks to finish the restaurant, which already has event bookings, including one to be held in conjunction with Edmonton's newly landed Champ Car race this summer. Demolition is already under way.

"We've been in Edmonton several times over the last two and a half years looking for the right location, mostly looking downtown, but then Whyte Ave. came up and we thought it was a better fit," says Salverda.

The Edmonton Murrieta's, as are Salverda's other restaurants, are designed by Frank Kaspar of Abugov Kaspar.

With three Murrieta's bar and grills on the front burner, Salverda is still finding time to expand his offerings. Through his company, C.A. Hospitality Ltd., Salverda has two more restaurant openings on his menu.

After the new Edmonton Murrieta's opens this spring, Salverda will launch The Tribune in Calgary, an old-world restaurant focusing on so-called "forgotten fare" - pre-nouveau cuisine. It will be located across the street from Calgary's Murrieta's.

Next, and still in the early negotiating stages, is a Murrieta's to tentatively open in Kelowna in 2006.

The company is also looking at a second Canmore restaurant and Banff.

A second Edmonton location may also be considered once that city's new Murrieta's is up and running.

(Laura Severs can be reached at laura@businessedge.ca)