Location and design
Scenic patio restaurant on the main street in the heart of sunny and touristy Sedona, Arizona. Interior design is a mix of rustic reclaimed brown barn wood, old brick, and vintage Italian chandeliers, combined with clean and industrial materials such as a stainless steel kitchen, modern pendant lights (see moooi random pendants), glossy subway tiles, and LED cove accent lighting. Colors and decor are inspired by the Capri and Procida.islands off the cost of Naples Italy.
We have two bar tops, one wraps around the performance kitchen, featuring a giant free standing wood burning pizza oven that is decorated in red Italian glass tile. The lay out of this bar is very similar to a sushi bar. The other bar is a large semicircle Italian sports pub design that seats 15 seat stools and is surrounded by high top tables.
The entire wall facing the main strip is made of glass doors that fully open to the patio, essentially eliminating the barrier between inside and outside.
Primarily middle class to upper middle class couples 25-55 years old. Although we are a popular family destination 3-4 months a year and want to appeal to families with children of all ages. Our guests are vacationers who want to have fun. We are not looking to attract a late night drink crowd. We are a daytime tourist strip. We will open at 11am and close at 11pm. Guests will often drink 1-3 drinks with their meals or maybe a couple of thirst quenching signature cocktails to escape the heat during the day. We will feature an extensive tap wine list, but do not want to market this aspect too heavily. We want to be seen as a good time for all, but have a strong marketability as a place for pizza, pasta, family and fun.
Logo should be mildly influenced by Procida and Capri island themes. Could incorporate Sedona concepts. Could incorporate words: pizza, pasta, family, fun. This is not a typical pizza restaurant. No heavy red white and green, more vintage Beachy Italian. Fun, upbeat, forget your worries, have a slice of gourmet wood fire pizza and a light appetizer. Try our signature Italian Mojito style cocktails or a nice crisp glass of white wine.