The Lofts at West Station brings a new Frank Beamer restaurant to Roanoke
Virginia Tech football coach Frank Beamer will open a new restaurant, Beamer’s 25, in Roanoke at the newly renovated apartment building The Lofts at West Station.
The restaurant will be on the first floor of the Salem Avenue building (next to the Habitat for Humanity ReStore), which Richmond developer Bill Chapman converted into apartments from two old warehouses.
A grand opening was held Wednesday night, where it was announced that Beamer’s 25 should open this spring or summer serving local food and 25 craft beers. The restaurant will seat 100 inside and 50 outside on a patio that overlooks Salem Avenue.
From the Loft at West Station’s Facebook page: “Coach Beamer’s game plan for creating a winning program has been rooted on harvesting and developing Virginia talent. Beamer’s 25 embraces those same principles and will seek out the best foods and craft beers made right here in the State of Virginia.”
The apartment building opened this month and 53 of the 71 studio, one-bedroom and two-bedroom apartments have been leased, according to leasing agent Melissa Morgan, broker/owner of Renaissance Real Estate. Only two-bedroom apartments remain available.
The building’s amenities include a 28-seat movie theater with a 125-inch screen (the theater holds three movie nights a week), an exercise room and a lounge.
Here are some photos from the grand opening. (If you expand the photo window and click “Show info” you will be able to see captions.)
What do you think of the restaurant’s concept and location?
January 25, 2012 - 7:30 PM
Because the first Beamer restaurant did SOOOOO well.
I wish him well, but he’s 0 for 2 by my counting.
I’m not too keen on that location for a restaurant. It’s too far from the main downtown area. Is there going to be off street parking for restaurant patrons? I hope it works out!
It’s not like that Patrick Henry location for a restaurant is any good and at least it not a Bud Foster restaurant, it would be as overrated and over-hyped as he is.
Wow the positive vibe is just pouring out. Jeesh people, why don’t you give it a shot first. Debbie Downers much….wha wha.
A patio overlooking Salem Ave? Seriously? Is that supposed to entice patrons to come in? I don’t forsee this being a sustainable venture honestly.
I don’t know why everyone has to be so negative. I’m excited about the 25 Virginia Craft beers that will be on tap. Between that and Blue 5′s expanded tap list the beer scene is looking up in Roanoke!
Twenty-five Virginia craft beers! This is a long overdue and much-needed addition to the steadily growing Roanoke beer scene. Props to Beamer and his group for taking a stab at it, and shame on all the negative commentors.
Sarah, you go girl! I agree with you completely! I’m game to give it a chance. I didn’t go to Beamer’s when it was downtown, but I do know it didn’t last too long. As for it not being “downtown” I offer this: I used to go to Austin, TX quite often, on business. One of the most popular BBQ places there (and there were many) was miles away from downtown and out almost in the country. The most interesting part of this new place is the thought of 25 local craft beers on tap! That is very exciting to “Dennis the beer snob!” I would go there (from W. Salem) just for that!! Best of luck to them!
The center of mass downtown seems to be edging in that direction. And there’s not much outdoor seating in this town anywhere, view notwithstanding.
I have no experience with his other ventures, but I’m looking forward to trying this one. I hope he succeeds.
The article says ‘local food and craft beer’. I don’t think this is saying 25 local/VA beers. I don’t think there are 25 breweries in VA.
I will give is a try, but the surrounding area leaves something to be desired. It would be different if this was an area in real transition, but after this project, there is no other rejuvenation going on. Guess this is a step in the right direction.
@Bryan: The developer told me the restaurant will have many Virginia-brewed beers, but there might be a few from outside the state.
Sounds great! I don’t care about Tech football or Beamer or whatever, but craft beers and an expanding downtown are both good things for Roanoke.
There are actually more than 25 microbreweries and brew pubs in VA:
http://relentlessthirst.wordpress.com/beer-in-virginia/
Although I believe Cally’s (on the list) has closed.
Why is it being a downer if you’re not sure it will work? I went to the previous Beamer’s downtown (twice) and you could easily see why it didn’t work. I do hope this works better as I’m definitely all for a better beer selection. I do wonder, as Shanon mentioned, about overlooking Salem Ave. I know things have drastically changed over the years but it still made me giggle when I read that part.
I would say it is something different, if there hadn’t already been a Beamer’s downtown before. I wonder how different the restaurant will be.
That said, I think it is a pretty cool revitalization idea (though I’ll admit to old prejudices about overlooking Salem Avenue).
The 25 craft beers on tap is very promising though and will definitely lure us out to, at the VERY least, give it a try.
Not to mention each of these breweries distributes more than one beer. They could easily fill 25 taps with Virginia beer, though I admit it’s unlikely.
A couple of factors in its favor: a built in constituency in the apartments in the same building and in Fulton Motor Lofts across the street and Jefferson Center nearby.
This is great! Regardless of whether it’s a Beamer-branded restaurant or what kind of beer they plan to serve, the basic fact is this side of town is growing. More and more businesses are taking a chance and calling this area home but we need to keep the momentum going. As someone who works nearby, I am excited for a new lunch and happy hour location that I don’t have to drive to. Bravo.
This venture is headed by the Stephan Parry Restaurant group out of Richmond with restaurants like Waterstone and Shoemakers in Lynchburg and Fry’s Spring Station and The Downtown Grill in C’ville. We are in a risk/reward environment!!! Business is like any sport. You got to lose to learn. I believe these guys will enhance and attract what is already here and what could potentially come. The coach probably wants a great place to eat cutting edge comfort food with an opportunity to taste local brews? I look forward to a class act eatery to enhance class act living spaces.
It’s pretty tough to nail down the exact menu or personality of the latest iteration of a restaurant with Frank Beamer’s name attached. I refer to it that way because the overwhelming likelihood is that Beamer merely lent his name in return for merchandising royalties.
Regardless, it would be interesting to note what theme the restaurant follows. Virginia craft beers sounds interesting. Local foods sounds interesting. Together? Well, that depends on what they mean by ‘local foods’. At one point, burgers are mentioned. Will this be a sports oriented sort of pub, serving lots of beer and sandwiches? Assuming these sandwich ingredients are sourced locally, I guess. Will it be a more modern locavore type restaurant that caters to a non-sports crowd despite the name? Will it be something else entirely? That’s the real key – besides Beamer’s name and 25 Virginia beers, what will it feature?
I clicked all the links, and searched, but I guess I somehow missed the explanation beyond the catchphrase. Best of luck to them, but I remain skeptical, especially based on the past performance of the 3, 4, how many? previous Beamer-titled restaurants in the RoVa & NRV that all failed drastically. I’d really think a good restaurant would stand on its own without the sports figure crutch.
Lots of good things are happening in Roanoke and the downtown is improving and expanding. I hope this works. More jobs, tax income, cleaned-up areas…I’ll be there…
This sounds like a neat idea, and maybe with the apartments there it’ll help it work, but I am so amazed at developers and operators of these things that think by putting a well known person’s name on it is going to help it. A restaurant is going to be good or bad regardless of the name on it.
Some people will blindly go there during football seasons because of it, mostly out of towners, because they will think Beamer has something in it other than his name, but its success or failure will be determined on how it is for the every day patron population.
@abdnva: I’m trying to get in touch with Stephan Parry, who will run the restaurant, to get more details about food, concept, ect. Stay tuned.
Restaurants cannot survive on just beer. They have to have excellent food and excellent location. Craft beer is such a small segment of the beer industry its a big leap of faith only having craft beers!
abdnva, there was a version of Beamer’s that did fail in C’burg, that was aligned with the Roanoke location, but the last iteration of Beamer’s in the NRV really didn’t fail, it simply closed to get ready to relocate to First and Main.
Given the troubles and issues there the owner/operator decided not to chance it. It had a good thing going. I think, in the long run, it would have struggled against Bull & Bones, though, had it opened at First and Main.
I would be careful with the craft beer idea. This craze hit once before in the early ninties. Does anyone remember Brewery Hill, Petes Wicked Ale, Bad Frog Beer, Redneck Beer, Widmer, Pyramid, etc….
Beamer is simply selling his name — yet again. Rather tacky in my opinion.
Restaurants in Cburg and Bburg had lots of problems, despite great promises when they opened. I do not see much different about this new venture.
Seeing Beamer on TV for ads for generators and Stop In, etc. and now this, I wonder when he going to say he has enough money and gather up his dignity.
A quick google tells me that the Beamer’s restaurant in Hampton that closed was called ‘Frank Beamer’s 25 American grill’. At least the 25 was incorporated in the logo. The same owner, so he obviously has the financials worked out with Beamer about merchandising, etc.
The Hampton restaurant was closed with the notice that Beamer’s would ‘reopen in a location closer to Blacksburg in the future’. I haven’t gotten a copy of the Hampton menu yet, but it seemed to be upscale pub food. As in burgers, sandwiches, etc. but not a sports bar. More of a pub feel. A little more expensively priced, as well. They did mention they would tweak the menu for the new location, for what it’s worth.
I still have to wonder where the ‘local food’ angle is going to fit, unless the sandwich components will be locally sourced. Perhaps that is just a marketing ploy to capitalize on the latest food trend, I don’t know. Also, evidently they were doing some microbrewing there, or near there. There was actually a ‘Beamer’s Pale Ale’ beer available. I would bet that will be one of the ‘Virginia beers’ available in Roanoke, too.
Ahyhow, just a few morsels for those interested…
As for the last version of Beamer’s in Cburg, I had been there a few times. I can’t argue as to the financial reasons for it closing, but I can attest it was… umm… easy to walk in and get a table whenever you wanted, other than Hokie home football game nights. That goes for lunch and dinner.
I know Beamer just lends his name to the restaurant for a merchandising fee, that’s not at all where I’m going with this. I’m more along the lines of, these concepts just haven’t been working. I think the original Roanoke restaurant was probably the most successful of all them.
I also have no problem with Beamer fronting a restaurant. When you make over $2 mil a year and are a (regional) celebrity, you have to put your money somewhere and capitalize on your name recognition. Well, you don’t HAVE to, but most smart businesspeople do. Maybe someday I can succeed enough to open a hot dog cart with my name on it, ha ha. I kid, but I still remember Steve’s Hot Dogs being successful for a long run. Miss that place…
I’m not even trying to be critical of somebody opening a restaurant. I’m just skeptical of the potential for success in this case. Like I said, best of luck to them…
Close to timing out on the last captcha so I’ll continue. Rick, you have a point about the First & Main concept. The last location for Beamer’s in Cburg was horrible logistically. That shopping center is just a zombie zone, unfortunately. A desert in the midst of a retail oasis.
I would have bet that if Bull & Bones were named Beamer’s it would succeed just as well. That’s probably the format that Beamer should ‘encourage’ is aligned with his name. He seems to trend more towards the Don Shula aspirations, though. It’s all good. Like I said, hot dog cart for me, with options for slaw, kraut OR chili. We’re talking uptown, all the way.
John, I’d say that in Roanoke, you don’t really need “excellent” food. You need decent food with reliable service at a price that doesn’t make people’s heads spin off.
Wow! I’m excited to see so much dialogue on the new concept! As the developer of the Lofts at West Station, I urge you to take a minute to see our website, http://www.loftsatweststation.com . There is nothing like our project in the Roanoke Valley and there will be nothing like Beamer’s 25, either. I can’t speak for past ventures because I was not a part of them. What I can say, definitively, is that our projects in Richmond and Roanoke have been overwhelmingly well received and I have no doubt Beamer’s 25 will make a significant impression on the Roanoke restaurant scene. For updates and conceptuals, follow the Lofts at West Station on Facebook and Twitter. Thanks and I can’t express how excited we are to bring our new concept to life in downtown’s West Station District!
Bill, we would love insight into the actual proposed offerings and atmosphere of Beamer’s 25. Any info that you can provide would be appreciated.
People i dont think are realizing is that other than his name being on the sign he has no interest in the restaurant by that I mean he is probably being paid for his name and does not have anything invested in this venture. I hope it does well but I think that too many restaurants are putting too much emphasis on beer. Alcohol should be a compliment to the food and setting of the restaurant. There arent 25 quality craft brews in the commonwealth. I hope it has a few of the popular domestic beers and a wide variety of GOOD craft beer.
@abdnva: I talked to Bill yesterday to gain more insight and he said he was limited on what he could say. I am working to get more details from Stephan Parry.
John- you’re right, there aren’t 25 quality craft brews in Virginia. There are probably more like 250.
Wow. Haters gonna hate…best of luck to any entrepreneur willing to take the risk and help keep Downtown Roanoke going.
Why attach Beamer’s name to it? It has been proven by the previous restaurants failures with the name Beamer’s that there just isn’t enough interest to sustain a steady business. Just because someone is a sports figure doesn’t mean people want to eat there. How did All Star Cafe’s turn out? The restaurant would have more success with a generic name.
Not really sure where Bob’s coming from on his erroneous claims, but whatever… John, i hope I wasn’t included in your grouping, as I made it crystal clear I understood the merchandising angle with Frank Beamer.
The more I see posted on here the more it becomes evident that this will be a pub type restaurant, with $12-15 sandwich entrees and be basically an independent version of Applebees, Ruby Tuesdays, TGI Fridays, O’Charleys, etc.
Best of luck to them…
the “Beamer’s” run by Stephan Parry Restaurant group just closed this month in Hampton, VA. You should ask more details about that closure Amanda and why this particular restaurant is going to work.
Another future failure…
Converting abandoned warehouses to affordable housing is always a good idea. Hopefully, the first floor restaurant will be sustained by the loft residents. The location is, however, pretty much off the beaten path to draw in anyone except hard-line Beamer-ball fans…Yawn…Wonder what the menu will be besides the micro-brews?
Interesting location. I know Beamers isn’t doing well – his restaurant in Hampton, VA just closed (after less than 2 years open) in their recently rejuvenated Peninsula Towne Center. I like the idea that they are expanding towards that area of downtown, but if you look at the number of homeless services in that area (HAT – Homeless Assistance Team is neighbor’s with the Lofts, and the Community Inn is up the street, also the Salvation Army shelters are up the street)…I have nothing against the homeless – but I wonder how “safe” the target audience for a place like Beamer’s will feel dining in that atmosphere. If anything, I think they should have opened up another homeless shelter in the area. Historically, that area is/was known for heterosexual, homosexual, and transvestite prostitution. I don’t know if RCPD has been able to clean up that scene enough for the area to be hospitable.
Any word on the grocery store that is suppose to open in downtown Roanoke?? Is that going to be at the loft as well??
@Chris: Last I heard the grocery store at Sixteen West was still in the plans. I’ve emailed the developer, John Garland, to see if he can share more details. There is no grocery store planned for the Lofts at West Station.
@Allen #27: Craft beer has been building steadily since then. The brands you mentioned (for the most part) were a part of the “first wave”. Craft is now a significant part of the industry and it’s here to stay.
FYI – There’s an empty store front in Blacksburg with the polished sign “Beamer’s” on it that’s been sitting empty for years since it actually never opened. Beware what you wish for…
There was talk when Fork in the City opened overlooking a not so pretty half graveled parking lot, backs of buildings, and oh, whoops, is that a crack house across the street? kind of neighborhood. But it turned out to be quite a hit and even with some up and down management changes and hiccups along the way, it’s a great place to go. Downtown is becoming more and more livable all the time and as it spreads out to the perimeters, it just gets better. I think we will see a revitalization of that whole end of Salem, Church, and Campbell. For those who have a hard time seeing it, I can remember when the City Market was full of hookers, drug dealers, illegal bars (nip joints), and it was a lovely venue for a throat slashing anytime after dark. My how we’ve grown.
Oh, just a bit of feedback on Allen’s comments above. You do realize that some of the craft beers you mentioned are still in production, and also the craft beer market is still growing at a healthy rate. So, where’s the being cautious part come in. Next time you’re in Richmond, drop into the Capitol Ale House where the beer, ale, stout, porter,and bitter menu is larger than the food menu, and look at the crowd. You’ll see just what I mean. Our tastes are becoming more sophisticated all the time. ti fa bene