Restaurateur Brad Parker cut his teeth on hospitality and design from a young age. His passion for both is manifested in his two Chicago venues—lifestyle restaurant the Hampton Social and speakeasy cocktail lounge the Bassment (both of which he owns, operates, and designed), which made their debut in 2015 in a space once said to be cursed. Here, Parker discusses his lifelong interest in the restaurant business, his entrepreneurial mind, and why women remain at the forefront of his designs.
Did you always know you wanted to be involved in hospitality?
I first knew that I wanted to be involved in hospitality when I was 21 years old. I spent that summer working at a place called Castaways Bar and Grill, a beach bar on North Avenue in Chicago. I loved the interaction with customers and I loved meeting new people every day.
How did you get started designing your venues?
I’ve always been an observer of design; whether in restaurants, hotels, stores, landscapes or someone’s home, I am constantly looking around and storing what I like in the back of my mind. When it came time for me to build my first venue, I had a clear vision of the concept so decided against hiring an interior design firm and to just go with it.
What are some of your first memories of design?
My first memory of design dates back to when I was around 8 years old. I loved building stuff and would sit in my room for hours at a time and with a set of building blocks, and create these enormous towers. I recall strategically placing the blocks on each other as if I were playing were a game of Tetris, making sure each one fit to build a solid foundation. Then, once the tower was built, I would remove certain blocks—pushing the limit of the structure to stay together in order to make the tower visually appealing.
Did where you grew up influence your career path?
Chicago is known for its architecture and foodie scene, so perhaps subliminally but I am the first in my family to be in the restaurant business.
Give us a bit of your background: college, first jobs, early lessons learned?
My first job was when I was 15 years old at a law firm but, when it came time to deciding where to go to college and what to focus on, I had entrepreneurship on my mind; I knew that a desk job wasn’t for me. I graduated from the Indiana University Kelley School of Business. When I graduated, I pioneered a concept called Xtreme Xperience, which gave customers the ability to race exotic cars at some of the nation’s top racetracks for a small fee. After few years I knew it was time to turn the business over to my partners and focus to what I was really passionate about: the hospitality business.
Some early lessons that I learned were that no matter what, you keep pushing. Pushing your physical limits by putting in more time and effort than your body can sometimes handle may very well be the difference in making it or not. I also learned to take pride in my passion and in what I was doing, to never focus on the financial reward but focus on the pride you get on making someone else’s experience better; the money will follow.
Why and how did you start your own business?
Every day, I walked by this amazing space (that is now the Hampton Social) that wasn’t occupied and would look in the window and think of all the things I could do in there; so I did it.
Can you discuss some of your recent F&B openings?
Right now, I have two venues located in the River North neighborhood of Chicago The Hampton Social, a lifestyle restaurant, and the Bassment, a speakeasy cocktail lounge.
The Hampton Social opened in August of 2015 and evokes East Coast living in every aspect. From the coastal fare, décor (white wood floors, sofas and hammocks, and nautical touches), uniforms, relaxed ambiance, curated music throughout the week and live acoustic performers during weekend brunch, the Hampton Social is a destination where guests always feel like they’re on vacation.
The Bassment opened in December 2015, and the vision behind it was and is to inspire people to enjoy live music again. Guests enter a secret entrance marked “The Tobacconist” and are led through a narrow hallway, down a short flight of steps and into a simple yet welcoming greeting room with a single aluminum aircraft-style desk and bookcase. It’s when the black curtain is pulled back that a large yet comfortable modern speakeasy bar and lounge awaits. With the 1960s British Invasion movement in mind, the Bassment’s design includes gold accents throughout, brick walls covered in street art, a long bar, a mixture of uniquely designed velvet and leather couches, and a full stage. The music program features live bands performing R&B, blues, New Orleans funk, soul, jazz, and nu-disco covers.
I will be opening a restaurant [slated for May] in the Wicker Park neighborhood of Chicago that will bring a Hawaiian vibe to the Windy City.
Is there a challenging project that you are especially proud of?
I think the Hampton Social will always be what I’m most proud of. It was the first restaurant project that I did completely on my own; from conceptualizing the concept, the design (choosing each and every accent piece, curve in the wall, the flooring, the furniture, lighting, etc.), to the uniforms and the operations. Many people said that the space was ‘cursed’ so I really had to think outside the box to create something different. So, I created a lifestyle experience, a place in Chicago that made people feel like they were on vacation, even for just an hour, during the cold winter months.
What do you find are the most challenging and exciting aspects of your job?
That’s a big question for a restaurant guy! While owning a restaurant is a rewarding experience, it’s a 24/7 business; you’re always dealing with something. But if I had to pick one thing it would be always creating ways to ensure that employees care as much about the restaurant and guests as much as I do. I am fortunate to have a phenomenal team of managers, chefs, and support staff that are incredible representations of my venues. We have an open door policy that really creates a sense of family amongst everyone at our venues.
What is the most important thing to remember when designing a restaurant—both in terms of branding and interiors?
Honestly the first thing I think of is, ‘Will women like it? Will women feel comfortable at the restaurant on their own, with a significant other, on a first date, with a group of friends?’ I’ve come to realize that women actually make the world turn. Having five sisters (I’m the only guy), this couldn’t be more apparent. So my designs are all based on ensuring that women will feel comfortable when at any of my venues.
Is there an architect or designer you most admire? Why?
Meyer Davis. I love what the team is doing with the 1 Hotels brand; especially the new 1 Hotel South Beach.
What would be your dream project and why?
My dream project would be to build and design a hotel from scratch with restaurant components.
If you could have dinner with anyone, living or dead, who would it be?
My father (he passed when I was 16 years old). I would love to say a famous person or a hospitality entrepreneur, but he’s the only person I would give anything to have just one more dinner with.
Where would you eat and what would you be having?
We would eat at a hole in the wall burger joint called Dear Franks in Deerfield, Illinois. It was the one place he always took me. Nothing fancy but it was his favorite.
If you weren’t a restaurateur, what would you be doing?
If I weren’t a restaurateur I would design cars or design golf courses, and work really hard to be a professional golfer.
