Rolling Stone the restaurant coming to L.A. in 2010
Rolling Stone is about to take a leap into the entertainment industry, starting with a large-scale restaurant and nightclub in Hollywood.
Owners of the venerable magazine hope to leverage its status as a preeminent chronicler of the rock music world and pop culture into a new business built on food and drinks. The first Rolling Stone outpost is set to open next summer at Hollywood & Highland Center.
"We've been looking for the ideal opportunity to expand the Rolling Stone brand," co-founder and Editor Jann S. Wenner said.
Running a high-profile entertainment-themed restaurant chain has proved perilous for others, however. Competitors such as Planet Hollywood and Hard Rock Cafe have taken embarrassing financial thrashings in the past, though both continue to operate.
Hard Rock, in fact, plans to open a large restaurant and bar of its own at Hollywood & Highland in May. Rolling Stone's joint will be smaller but fancier and, well, hipper, its creators insist. Read more here.
Photo: Real estate developer Joe Altounian, left, and Niall Donnelly, partner of the magazine, are getting the new Rolling Stone restaurant off the ground. Credit: Ricardo DeAratanha / Los Angeles Times