The venerable Paramount Theatre in downtown Austin will light its new blade sign today to celebrate its 100th anniversary. The new 50 foot tall sign is an exact replica of the original one that was removed in the 1960s.
In honor of the sign lighting, The Townsend, located at 718 Congress Avenue, which is located directly across the street in the glow of the Theatre marquee, has created the Blade Reviver #2 cocktail. The drink is served with a short fact sheet detailing the 100 year history of the Paramount Theatre in honor of this historic event.
The Townsend is hosting a private event after the relighting tonight, Wednesday, September 23. The Blade Reviver #2 will be served at the bar and available nightly (open 4:00 p.m. to 2 a.m.) through Sunday the 27th.
“The Blade Reviver #2 is refreshing, but with an spicy earthiness and an old-world funk that I think really beautifully connects this drink to a mythical Austin of generations past,” says Justin Elliott, food and beverage wrangler, The Townsend
The Paramount will be celebrating with multiple parties tonight with prime views of the relighting ceremony, including a street party on Congress Avenue in front of the Theatre. After the vertical sign and the glowing flame is relit, the party will continue inside the Paramount with a special Patty Griffin CD release show. Tickets to the celebration are available at www.austintheatre.org.
It’s fairly common for music venues like the Continental Club and Cactus Café to have an artist residency with guest bands playing shows on consecutive nights or weeks. It’s not a common thing to have a guest bartender residency, but newly opened cocktail bar The Townsend is doing just that.
The cocktail lounge and live music venue situated on Congress Avenue kicks off its bartender residency program with Adam Bryan running the show through July 23.
It’s not new to have guest bartenders, but this is the first week-long residency at a bar in Austin. For the three-week old Townsend, it’s quite a coup to land a buzzworthy bartender. Bryan is well-known in Austin for launching the cocktail program at East Side Show Room, working behind the stick at Midnight Cowboy, and serving as bar manager at Bar Congress.
“People have been asking me who was going to be the first guest bartender,” says Justin Elliott, The Townsend partner and food-and-beverage wrangler. “We wanted to take our time to get the right person, because this is a part of who we are. We knew when it’s right, it will be right to offer a residency.”
“I was the guy that showed up,” says Bryan.
Elliott continues, “Adam and I have spent a lot of time working together at East Side Show Room and Midnight Cowboy and have an in-the-trenches mentality. He called and said he was coming through town. The timing worked out. It works really well for Adam to be our first, because we are bringing in someone we trust and with whom we share values.”
Bryan was attracted to the residency because he and Elliott value simplicity in drinks. The Townsend’s approach to doing things differently with a classic cocktail lounge in the heart of downtown also caught his attention.
“For six or seven years the culinary landscape in this town has put on its big pants,” says Bryan. “To see the people involved in making that happen now establishing their own programs in their own spaces is really great. To be able to come back to Austin after being gone for a handful of months and see someone I respect doing just that is a great fit for me.”
Steven Weisburd, principal partner at The Townsend, dreamed up the residency program as a way to bring in talent from the hospitality industry and shake up the creative cocktail menu for customers. It’s a part of The Townsend’s royalty program in which bartenders earn a 1 percent royalty fee each time a drink they created is ordered.
“Our residency program won’t be limited Austin-based bartenders,” says Weisburd. “We want to be innovative with ideas at the Townsend so that we are not just another in a sea of bars. The way we approach our royalty program, the way we do art and music, all are a part of how we are respectful of talent and craftsmanship in several areas. It is a way to celebrate talent in an innovative way.”
Bryan has created a special three-drink menu that will be available from 7-11 pm during his residency. The menu incudes the Rosella Reyes, made with Ancho Reyes; the Velpar, made with Treaty Oak Rum and St. George Absinthe; and the Pedro y Lola made with Tequila Ocho Reposado and Pedro Ximenez Sherry. Each drink is priced at $12.
“The Velpar is an old drink from the early days of the East Side Show Room,” says Bryan. “I wanted to use a local spirit, and Treaty Oak had just been released. I appreciated those guys’ gumption and wanted to showcase that taste. There is a good story behind the name too. Treaty Oak Rum is named for the Treaty Oak tree in downtown Austin, which someone had an attempted to destroy with Velpar poison to kill the tree. At the time the drink was made, absinthe was misunderstood, so that fits in there too.”
Bryan’s cocktails will only be available for a short time, but Elliott thinks they may make a cameo appearance after the residency. He is toying with fun ideas to bring back various recipes from guest bartenders in an end of the year roundup or something like a throwback Thursday.
The Townsend is currently in discussions with several notable bartenders from around the country to take over the bar for future residencies.
This story was originally published on CultureMap.