Who wouldn't want a friend like Park B. Smith? When out to a restaurant with friends, he'll order an '82 Cheval Blanc, then pay for it. Ask him over for barbeque and like any good guest, he'll bring a bottle, perhaps a '90 Chateau Rayas Chateauneuf-du-Pape to swirl and sniff with those burgers-on-the-grill. If you're searing foie gras, roasting lamb and torching crmes brulee, he'll unearth something more esteemed, maybe a '61 Petrus followed by Chateau D'Yquem. And if he knows it's your birthday, he'll insist on rustling up something from your birth year - provided, of course, it was a good one.
Sadly, few of us are lucky enough to have friends like Smith. But what if you could at least gain access to his five cellars? Choose among the California Cabernets he stocked up on in the 70s, the first growth Bordeaux he sought out in the 80s, and the Rhones of the 90s?
You can. Just score a reservation at NYC's Veritas, which Smith co-owns - or any of several other new venues where a few very well-off wine collectors have turned their personal cellars ino the heart of the restaurant's wine list.
A former, self-described "big beer drinker," Smith got interested in wine in 1955, while he was in the Marine Corps. "Somehow I got my hands on a bottle of Beaujolais," he tells me, "and I thought it was the greatest thing in the world. I didn't get bloated and I loved the taste. If I'm not mistaken I think it was $1.19."
He began collecting in earnest in 1978, and these days his cellars hold about 61,000 bottles. He recalls, "One day at dinner my wife said, 'let me ask you a question, if you drank a bottle of your own wine every day for the rest of your life, how many years would it take?' I said, 'I don't know, probably 25-30 years.' But when we figured it out, it was 219 years. I said, 'I've got a problem.'"
Smith's timing for this epiphany was impeccable. He and his wife were contemplating the future of their cellars at the precise moment that New York's alcohol laws were changing. A new statute allowed for private collectors to sell to licensed retail outlets. Like wine shops. And restaurants.
So in 1999, Smith along with partners Steve Verlin, Gino Diaferia and Chef Scott Bryant, opened Veritas in the Flatiron district of Manhattan. They based the restaurant's wine list on bottles from Smith and Verlin's cellars, a novel notion at the time - but one that's now been replicated serveral times on both coasts.
"Everybody wants to be in the restaurant business," explained Smith, who also owns a furniture company in New York, "So I said to myself, holy jingle, this is a great opportunity. I already knew who my partners would be, Scott and Gino from Indigo, where I was a regular. So I said to them, how would you like to open a restaurant with the best wine list in the country?"
From a financial standpoint, this made a lot of sense, at least from the restaurant's perspective. Most restaurants are woefully undercapitalized when it comes to wine; they simply can't afford to stock a formidable wine cellar. But by consigning the most expensive bottles to the restaurant, the initial outlay of cash is kept to a minimum, while the customer is offered a mind-boggling selection - over 2,700 bottles at Veritas.
Since Veritas' entrance upon the scene, other restaurants started by collectors have followed: Hush in Laguna Beach, Bastide in Los Angeles, and Washington Park in Greenwich Village (which closed abruptly this winter when chef Jonathan Waxman moved on to another project; it will reopen as Cru in the spring). All were opened by collectors who have, in some sense, too much wine.
Of course the rational thing to do when faced with such a problem could be to stop buying wine altogether, but, as Smith says, "where's the fun in that?" Selling the wine at auction is another solution, but auction prices are unpredictable and most of the demand is limited to a small range of wines: classified-growth Bordeaux, cult California cabernets, vintage Port. Plus, for collectors who are primarily drinkers rather than investors - the ones who truly believe that they will open, if not the entire vast ocean of wine in their cellars than at least a great lake of it - the drop-off-the-wine-pick-up-a-check character lacks any sense of satisfaction. "I'd rather give it away," Smith says.
Tim Kopec, the Wine Director at Veritas, notes that with some wine collectors there's a real urge to stay involved with the wine. It becomes a question of passion. "A restaurant allows them to continue their relationship with something they love," he says.
Perhaps more to the point, if it's successful, a restaurant also helps fund the collecting urge. None of these collctors moved into the restaurant business to lost money; and even if the restaurant in question forms only a small part of their assets, at least it's likely to generate enough income to justify purchasing that next case of Romanee-Conti.
Roy Welland, an options trader and the owner of Cru, grew up drinking old Bordeaux in Evanston, Illinois. "My father collected wine," he says, leaning back in a chair amidst the construction debris in wht was formerly the dining room of Washington Park, which will soon re-open as Cru. Chairs, tables and drop cloths are piled here and there, and brown paper is taped over the windows, obscuring the light and giving the room a very cave-like feel.
"He bought wine, at least a case or two each year he had a child, and would open a bottle on every birthday. All Bordeaux. It's one of my fondest memories. We'd get our little glass he'd teach us to smell it. When I started buying I assumed I'd drink most of the wine I bought. Then I realized I couldn't." He pauses for a moment to shut the ringer off on his cell phone, which started beeping out a touch-tone rendition of Fur Elise. "I only have a glass or two at the end of the day and feel a little buzz. I actually detest the feeling of being inebriated. But I really like tasting wine."
Cru's wine director Robert Bohr - formerly Welland's executive assistant - points out that part of the pleasure of having a restaurant like Cru for someone like Welland is that it allows him, in a sense, to spread the wealth of his collection. "We have a very low markup considering the industry standard."
Looking for an example, Bohr quickly pages through the 2,200 wines on the leather-bound list. "You see this '99 Roumier Musigny? Let's say it cost Roy $115 wholesale. He could make ten time off it {at auction}, but instead he'll sell it here for $230."
Similarly, at Bastide in Los Angeles, owner Joe Pytka makes it a priority to charge less than the standard market value for the collectible wines on his list.
"From the beginning we were aggressive in the pricing, charging less across the board for wine," says Christophe Rolland, Bastide's sommelier, "I had a lot of feedback from people who said, 'I can't believe you're going out there with those prices.' But Joe wanted to make sure that most people could afford some of the better wines...that they weren't reading the wine list like they were looking through a window at some jewels behind the glass that they couldn't buy."
This attitude can translate into bargains for consumers, who, if their eyes are sharp, can pick some fabulously under-priced cherries off these lists. But it shouldn't be mistaked for blind altruism. Just because collectors like Welland and Pytka don't gouge diners on wine doesn't mean they're incompetent businessmen--in fact, they've gotten to where they are because they're used to turning a profit. Instead, it's that their perspective on where to earn the profit may be different than the average restaurant owner's, and rather than the 300% wine markup, the tariff may come with the caviar or the Kobe beef. It's also worth noing that just because you're rich doesnt mean that you can't be annoyed with wine prices too.
"I go out to eat a lot, and being familiar with wine's wholesale prices, I'm often irritated at what is being charged in restaurants," Welland says. "I can understand markups, but I always thought that those should decrease as the price of the wine goes up. If you bought a bottle for $10 it makes sense to sell it for $30 because you can't survive in a restaurant without making money on alcohol. But if somebody wants to buy a $500 bottle? Obviously you can't charge the same $20 markup because occasionally you'll run into a bad bottle, but you don't need to charge them $1000 either. As an example of this, on Cru's wine list Wellan plans to price his '71 DRC La Tache, which cost him $1,300, at $1,700--admittedly a huge amount of money for a botle of wine, but also substantially less than it would be elsewhere.
Of course, there can be problems with turning a private collection into a restaurant wine cellar. Wine collections, like the collectors themselves, are quirky and while quirkiness can make for excellent dinner parties, it can also result in an unbalanced wine list, heavy on the Gevrey-Chambertin, say, and light on every other region in the world. All of these collectors-turned-restauranteurs have had to compensate for their own preferences, seeking out help from their wine directors and sommeliers.
At Hush, owner Chuck Rock, a film producer and internet marketer, has been collecting wine for years. He largely concentrates on Burgundy, and so sommelier LeeAnn Kaufman had to balance the cellar's depth in French wines against her clientele's preferences.
"Laguna Beach is really big on California wines, especially chardonnay," Kaufman says "so I made sure I had over forty California verticals to choose from. But I'm also making it a point to try and turn some of those chardonnay lovers around to white Burgundy. And Chuck's Burgundy selection, both red and white, is outstanding. So on the one hand I'm encouraging people to try something new, but at the same time making sure they can find the wines they love."
Even at Veritas, where the wine list is the marriage of two private collections with opposite sensibilities - Smith's, concentrated in Rhone, California and Bordeaux, and Verlin's, in Burgundy - Wine Director Tim Kopec still has his work cut out for him.
"I'm in touch with the customer every night," Kopec told me, "and can understand what they need. I have to make sure the list reflects that, and that it's balanced. There are certain wines that neither of the owners care for or participate in. German wines from the auslese level down, Austrian wines, Beaujolais. [Smith and Verlin] simply don't buy those wines, so I'm filling in that part of the list."
Another area that desperately needed filling in was the wines under $75 a bottle category. "Not everybody wants to spend more than $75 or even $40 a bottle," Kopec says, noting that it's essentially impossible to source wines from Smith and Verlin's cellars in that range.
Similaraly, Joe Pytka says of Bastide's wine list, "Christophe does two-thirds of the wine list and one-third of it is me. I'm responsible for the big wines; he's responsible for the basic workaday wines. I don't have any real interest in the wines he likes. But the people that come here love them because they're reasonable, delicious, and go with the food."
It's true that if you own your own restaurant, you certainly don't want to alienate those who can't spring for the Lafite-Rothschild every night--in other words most of your customers. And while millionaire wine collectors definitely frequent restaurants of this sort, most customers come for the food--and perhaps to ogle the $2,500 bottles they're not going to buy. "Even if they order a $40 bottle, most of our customers like to keep the wine list look at," says Rolland. "We encourage that because maybe next time they'll order the $50 bottle."
Even so, it's no surprise that the most committed regular customers, those people who order the most rarefied bottles of wine off the list, are the owner/collectors themselves. All of them wanted to open a place where they could go to drink wines from their collection.
"Wine has been a passion of mine for quite a while," says Joe Pytka, who produces film and television commercials. "It goes back to the early 70's when I started entertaining clients. So I have this enormous collection, but strangely there weren't really any wine-friendly restaurants near my office where I could go drink them." Before he opened Bastide, Pytka spent "too much money"--the L.A. rumor mill puts the amount somewhere between $30,000 and $40,000 per week--going to restaurants to entertain his clients. Instead, he now dines at Bastide two or three times a week, always ordering wines off the "Collection," or most expensive part of the list.
The funny thing is that while the desire to get rid of one's cellar may have been the impetus for opening these restaurants in the first place, that desire isn't always sustainable. When push comes to shove, most collectors don't really want to part with all--or in some cases any--of their wines.
Joe Pytka, for example, simply couldn't let go of his wine. "My wine collection is out of control but I don't want to give it up. I thought I wanted to, but realized I don't," he says. "The concept was misguided. But it's the same with all collectors, because they want to own whatever it is they're into. It's the same thing with the cars I own. I've had them for 30 years and I don't drive them, but I can't give them up."
But if the concept is actually misguided, as Pytka says, why do it? There are several reasons. First, you can't overlook the fact that owning a restaurant gives wine collectors heightened status. A Bastide or a Cru is a place to bring all the bigwigs of the wine world (or the film world, or the financial world) to share a bottle of '69 Musigny, to let them gaze in awe (or at least mild respect) at the multi-thousand-bottle depth of your collection.
"It's like putting your art on loan to a museum," Cru's Robert Bohr says. "It elevates your status...People actually get to see what you have, unlike if you keep it all in your townhouse."
Also, having a business legitimizes your habit; rationalizing one's addiction is much more to the point than kicking it. Tim Kopec, talking about Smith and Verlin, puts it this way: "Sometimes people say, 'Oh, these guys are just liquidating their cellars.' But the truth is that these guys are and have always been voracious buyers. They both own far more wine today than when they opened the restaurant."
Then, of course, there's also another key consideration: No matter how hot your restaurant it, no matter how many people you've got or what day of the week it is, you're always going to be able to get a reservation.
Sidebar:
When Scott Bryant packed up his pantry at Indigo, where he was the chef for TK years, to open Veritas, he left certain things behind: fiery chile peppers; Szchewan peppercorns; fermented black beans; Asian fish sauce; artichokes. Anything that would numb, confuse or overwhelm the palate was out. Bryant's rule is that as long as the wine comes first, as he considers it to at Veritas, the food should be simple - and all culinary frippery best left to restaurants where the cocktail menu is longer than the list of wines by the glass.
"I'm more conservative now," Bryant says before service one cold January evening. He's sipping seltzer, not wine (that happens later in the evening), and wearing perfectly pressed, spotless whites, the kind chefs keep on hand for walking around the dining room but take off before they cook. Unlike some chefs, Bryant actually cooks, every night. But that's not the only thing that sets him apart. His straightforward culinary style, egoless demeanor, and devotion to not mucking up the wine served with his food are three more.
"Before Veritas, I used to be a lot more experimental, Asian fusion, all kinds of fusion. But that doesn't work so well here," he said, refilling his glass, "I think that the best food, like the best wine, is simple and not manipulated. You use the best ingredients, like the best grapes, and you just don't do too much to it. When you pair it, you think, clean and uncomplicated. Like an '86 Montrachet. What would you want with that? I want something very simple, like maybe a roast chicken. Or just lobster with a light vegetable butter. And that's it. I'm not going to do a curry emulsion with kaffir lime foam and pork belly, that's not for me."
But is that philosophy limiting for a chef, especially in today's foaming climate of El Bulli-like experimentation?
"Sometimes it can be a little bit of a drag," he admits, "in the sense that you want to play a little more with some things. And you know I do specials, but I don't put it on the menu. Right now I have crisped fluke with a lemongrass emulsion, basically it's made with coconut milk, not too spicy, with some green onion basmati rice, and I think that goes great with gewurtztraminer, riesling, white Bordeaux. That's as out there as I get.
"What I do," he continues, quickly summing it up before dashing back to the kitchen, where, he readily admits, he's most comfortable, "it's about common sense, what tastes good with what. Using wine in the sauces works well with the wine you serve with it. We always have the wine-braised short ribs, it's one of our signature dishes. And we do sauces for lobster and seafood with riesling and vermouth. It's elementary and I don't over think it. In a sense, everything that's good technique has already been done a million times over. Except foam. But that's one thing I'm not going to copy. The food here, it doesn't need it. The wine here definitely doesn't. And you know what, that's the point."

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