Shades Oceanfront Bistro is out, and OB Surf Lodge is in.
The popular Ocean Beach restaurant, co-owned and operated by David Martin and his son-in-law, Jeff Levitt, at 5083 Santa Monica Ave. for more than 13 years, has changed hands.
The Martins and Levitts told their employees at the end of April that they had sold the restaurant, which will close after Labor Day. The buyers were three high-profile restaurateurs – Mina Desiderio, Hoffman Leung and Brendan Huffman – who intend to remodel the space and reopen as new-look OB Surf Lodge.
“We wanted to be a community restaurant… the community embraced us and got us through the bad times and was always there for us… we’re just tired out, the (November kitchen) fire was really devastating and very stressful… it just seemed like the right time,” said Levitt, noting OB Surf Lodge will “not be an extension of Wonderland but an entirely new restaurant.”
Among them, the three-member ownership group own several other local eateries, including Wonderland Ocean Pub, The Local (downtown and Pacific Beach), Bayside Landing and Resident Brewing Company.
“Our goal is to create a new local venue that is connected to the heart of OB like Shades was,” said Brendan Huffman in a release. “We plan on continuing our participation and support of local cultural and community events such as the Christmas parade, fireworks and the chili cook-off.”
Of their new Surf Lodge menu, Huffman said it will be “focused mostly on breakfast, and the vibe will have a chill, beach atmosphere — good food, good views, good people.”
Huffman added the Surf Lodge, like Shades before it, will be “family- and dog-friendly.”
Buying into Shades was a no-brainer at the time, said Levitt, noting his business partner in-law, Dave Martin, is a lifelong restaurateur who previously had been involved with both Boll Weevil and Taco Bell chains. Martin has also been active on a number of civic fronts over the years, including a past presidency of OB Town Council.
“Dave has always been a mover and shaker in OB,” said Levitt. “And when Qwigs/Cecil’s became available (in 2002), we agreed it was a great opportunity for Dave to really engage with the community he loves so much.”
Of their business partnership, Levitt quipped, “I’m the bad guy. Dave (Martin) deals with the community. I think he got the better end on that.”
Levitt, a dog lover, noted Shades and its patrons have developed a unique relationship over the years focused on canines, which will endure.
“We know our customers’ dogs’ names, and we know what our customers eat — but we don’t (always) know their names,” he said.
The restaurateur noted that relationship has been heartwarming and endearing in the extreme.
“We were closed for a month during the fire — and we didn’t lose one customer,” Levitt said. “It’s nice to get that kind of support. That’s why we give back.”
One of those give-backs has been in the form of quarterly pet adoptions hosted by Shades and the San Diego Humane Society, which will continue under new ownership.
“We’ve worked with the society for five years and have adopted out more than 400 dogs,” Levitt said, adding, “It’s fun, and it says who we are; it really does.”
Shades’ efforts earned it the society’s animal compassion award in 2014.
It will be hard to leave Shades, Levitt admitted.
“It’s been real emotional,” he noted. “Our customers are coming out of the woodwork. They’re telling us, ‘I took my wife on our first date here’ or ‘Whenever our relatives are in town, this is the first place we go.’ That makes it very difficult but very gratifying.”
Not one Shades employee left after it was announced the restaurant was sold and staff will be kept on by the new management.
“It’s an ideal situation for the community and the rest of us,” said Levitt. “They (new owners) want to bring all our people back, our whole kitchen, all of our servers. They understand all of our servers have a relationship with our customers.”
Levitt noted Martin will continue on as a consultant with the new owners to help with the transition.
“We just want to thank everybody for their support,” concluded Levitt, noting he’ll remain busy: One of his two daughters is getting married shortly after Shades closes.
Of his future after that, Levitt said, “My wife and I are not really sure. We’ll find another endeavor to pursue after our daughter gets married.”