Why Did Tyler Florence Fail in Napa?

The celebrity chef shuttered his Rotisserie & Wine restaurant in December and has now closed his nearby kitchen shop as well. Our question of the week is: What went wrong? Share your theories in our comments section.


Celebrity chef Tyler Florence has ended his Napa experiment two years after entering the downtown market with a restaurant and retail shop in the on Main Street.

Florence his restaurant Dec. 26 and now has closed the too, according to manager Jessica Bianco.

Last week, Bianco changed the Napa Patch business listings for both the restaurant and the shop to Closed status.

The  reports that Florence's departure was a mutual decision made by the Marin-based chef/restaurateur and Riverfront landlord Mike DeSimoni, who told the newspaper he felt Florence hadn't spent enough time at his Napa businesses.

Our Napa Patch question of the week for you is: Why do you think Florence's foray into Napa failed?

Share your theories and opinions in our comments section.

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Anne Schramm July 09, 2012 at 09:52 PM
It's tough to succeed in the restaurant business in Napa because there are so many great places to dine. Food was pretty average there and the price was high so I'm not surprised that he's pulled out. I did like the spices in the store, but again, things were pretty pricey. It's a tough economy to succeed in and you can't make it on a name alone. Sorry to see both places go, maybe getting a more moderate priced restaurant in might help.
Andy Demsky July 09, 2012 at 11:07 PM
Went once with a group of friends and the food was a mix of things that were quite good and others that were pretty average. The thing that made the whole experience miserable was how loud the music was. It was like sitting next to a bank of speakers at a One Direction concert. I couldn't hear the wait staff give the specials for the night and could only barely make out the shouts of the person sitting two feet away from me. Someone at the table finally asked if there was any way to turn the music down -- no one on staff seemed tremendously interested in doing this. Or maybe they couldn't hear us. Anyway it was hands down one of the worst experiences I've ever had in a restaurant. I couldn't wait to leave.
tom merle July 10, 2012 at 05:55 AM
Mill Valley and its neighbors along 101 have the demographics both in numbers and income. Most of the Napa locals can't afford the merchandise and the visitors want wine related items and experiences.
Mike Treleven July 10, 2012 at 01:48 PM
It seems they came in with a formula and did not seem to adapt to Napa nor any of its local and visiting diners. More visitors are coming to the Valley for the food and if a restaurant can't satisfy that appetite — life will be short lived. There is some much competition. I do hate seeing Tyler Florence leave on such a down note
sean July 11, 2012 at 12:51 PM
U cant be the Applebee's 'Chef" and have credibility, ask the "Dominoes Chefs"
Kelly McFarlane August 12, 2012 at 03:31 PM
This one is easy. They opened a restaurant without bringing in any local management to guide them. Insisting that people need a reservation to sit at the bar belies how little they understand a) what a bar is and b) how the locals check a place out. Most of us check a place out by sitting at the bar, having a drink and an app and get the feel for the place before committing to dinner. Also, the menu concept was too much work. Just show me the best of what you've got. Don't make me work for it. I went once. That was enough.
Michael Jordan August 12, 2012 at 11:07 PM
I've eaten there a few times. The food was hit and miss but overall not bad. I had lunch there one day, I asked for iced tea, they brought out a bottle of ice tea. I asked " don't they have brewed tea here?" I was told "they were working on it" Really? I told the waitress " give me $10.00 and 10 minutes, I can get you started." pretty sad that a chef who was born in the south carolina, been all over the food network, can't make ice tea?


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