The rapidly changing corner of Cactus Road and Tatum Boulevard features apartments and office space in addition to several homegrown and imported drinking and dining options. It’s an area that’s been in the sights of local restaurateurs, including Genuine Concepts, the hospitality company behind The Vig.
“The Vig has always been about serving the neighborhood,” Genuine Concepts founder Tucker Woodbury said in a press release. “We’ve been looking at this area for a long time, so when this opportunity came up to create our own vibrant and totally unique building in the middle of this reborn neighborhood landmark, we jumped on the opportunity.”
The Vig has been a Valley staple since it debuted in 2006, known for its menu of elevated pub food, casual feel and expansive outdoor spaces to dine and play lawn games. The restaurant is a sibling to other Genuine Concepts spots including The Little Woody, The Womack, The McMillan, Campo Italian Bistro & Bar and The Genuine.
The Vig PV will serve a menu of tavern fare recently revamped by chef Jeremy Pacheco. That includes shareable starters such as burrata with country bread or crispy calamari and shrimp. Diners can also choose from soups, salads, tacos, sandwiches and larger plates that range from classic fish and chips to Poblano Chicken Enchiladas.
The Paradise Valley restaurant will be built around an outdoor patio that boasts a semi-private desert garden and cozy nooks for diners. The Vig’s design will nod to Arizona and the mid-mod era in which the mall was built through adobe brick, copper accents and floor-to-ceiling windows.
This will be the eighth location of The Vig, which also has restaurants in Phoenix, Scottsdale and Peoria. Its latest outpost is anticipated to open in Mesa this summer. In PV, several restaurants have opened since last fall, including Flower Child, Blanco Reserva Cocina + Cantina, The Melt and Trevor’s Liquor.
The development firm behind PV has worked to curate a mix of dining options.
“The Vig is a natural fit, enhancing the vibrant atmosphere and perfectly aligned with our vision for restaurants that bring energy and connection to the community,” Mike Ebert, managing partner for RED Development, said in the press release. “We know it will further enrich Paradise Valley as a premier dining destination.”
