The demographics are enviable. Each concept attracts the upwardly mobile professional who travels, appreciates single-malt Scotches, a good cigar, vintage wines and microbreweries. This customer likes to linger and wants options such as live music, dancing and billiards. The atmosphere is pure Texan tycoon. With ceiling murals and horn chandeliers, it stands in stark contrast to competitors such as Morton's of Chicago or The Palm.
Customers can relax in an upstairs lounge area, settled in easy chairs and sofas.
Ambience leads to effortless conversation against a backdrop of piano or guitar music. Function rooms on the second floor are for private parties and corporate receptions. It's the big Texas steak experience,'' says Harkey. The company will expand the III Forks concept, although on a less-grand scale, in the future, he adds. Cool River positions itself as a Southwestern steakhouse and grill.