Elevating The Fox Experience: Changes underway at downtown Carson City restaurant and brewery
Submitted by editor on Fri, 01/06/2023 - 7:56am
Jim Phalan’s New Year’s resolution is to elevate customer experience at his popular downtown Carson City brewery and restaurant, The Fox.
He has made it a priority to listen to the reviews and suggestions of his patrons stating, “After 15 years, it’s time to give The Fox some TLC.”
The Fox is operating out of one of the most historic buildings in the city and after serving thousands of customers, Phalan wants to create a fresh new den for current and future Fox customers to enjoy an elevated food and drink experience that has had him busily rebranding as The Fox Brewery and Pub to better reflect the brewery part of his business.
It was on January 7, 2008, the Fox was born in Carson City in the former St. Charles-Muller Hotel located at 310 S. Carson Street and was first christened The Firkin’ and Fox. Prior to opening the decaying hotel built in 1862, the building had to undergo a complete and expensive renovation to bring it up to code to be able to open as a local pub that fast became a local favorite.
Already some small cosmetic renovations such as repainting have been underway in the Mark Twain Room and the newly renamed Fox’s Den. The pub will be closed between January 8-15 to allow for the refresh of the main dining and bar area.
Phalan promises the cozy pub feel will remain, only it will be better, “I want the Fox to feel familiar and not lose the pub feel, but I also want to wow my loyal customers a bit this year.” That wow factor will include a more open bar with a new more modern top, new televisions and sound system, new tables/booths and chairs and pendant lighting to brighten the room and give the area a more mid-century modern look that has become so popular.
The Mark Twain Room behind the main bar is small and intimate and has already received a new coat of paint to create a more cozy feel. Adding to the new ambience will be a bookcase to house Mark Twain memorabilia and all new tables and chairs. This room is perfect for small gatherings.
Behind the Mark Twain Room is the Fox’s Den for those who want a smaller bar atmosphere — now minus the bar top slot machines – that, too, has received a new coat of paint and a new bar top, tables and chairs. By eliminating the slots, it is Phalan’s hope that more interesting conversations will be sparked, and friendships made.
Both bars will feature a new state-of-the-art beer tower to make it easier for the friendly bartenders to perfectly pour the well-chilled in-house brewed craft beer.
The only beer served will be the freshly brewed on tap artisan beer crafted on premise by award winning Head Brewer Tim Mason. The installation of two new tanks is part of the elevation process. “We installed the brew system in this building and started producing beer in January of 2017, so it has been 6 years now. We have a 7bbl brewery and have purchased two new tanks to expand production,” Phalan proudly asserts.
Crafting excellent beer is not new to Phalan and his team. He once owned and then sold the High Sierra Brewing Company in Carson City and Sparks and today also operates the Bendita Carmelita Brewery in Ciudad Del Carmen, Mexico. He has more expansion plans but is currently concentrating on making The Fox Brewery & Pub into a gathering place for all ages.
Also rebranded will be the friendly fox, the long-time mascot that first appeared in 2008. The fox is getting new garb and already his red neon head is featured as you venture into the pub. The new website is up and running featuring the new beers and menus and the beer cans proudly feature the fox logo.
So, what about elevating the food? It is always great to save the very best news for last.
To assure the quality of food also will be part of the elevation plan, Phalan has fostered a relationship with one of Carson’s finest chefs who has been without a commercial kitchen of his own since March 2019.
Expect to see the magic for which Chef Charlie Abowd is known to be part of the elevated food offerings. Chef Charlie will oversee the kitchen and servers to make certain the overall pub experience to which Phalan aspires will be kept. Yes, you read that correctly, Chef Charlie Abowd will elevate the food offerings with many favorite menu items remaining plus a daily special, but with just that added touch.
The timing for the refresh couldn’t be better. The 82nd Nevada Legislative Session will open on February 6 and will undoubtedly attract legislators and lobbyist to christen the revitalized pub as it must have attracted Mark Twain to enjoy a pint or two at the St. Charles Hotel in 1862. Expect to see a special brew in Mark Twain’s honor to be introduced in time for Mark Twain Days coming to the downtown the weekend of April 21, 2023.
The unveiling of the newly elevated Fox Brewery and Pub will be held after January 15th to celebrate the 15th anniversary. Phalan tells us, “Our pub is still family-owned, and we will keep that neighborhood bar feel. My family and I love Carson City and want to give the city the kind of pub experience found nowhere else.”
His mantra is to think long-term, “Short term thinking gets you nowhere, think long term and stay the course.” We think Jim Phalan and his awesome team will continue to stay the course through whatever the economy may have to offer.
Jim wants to think long term instead of short term and wants to make certain that every time a customer enters through his doors, the experience will be the same.
— Writer Ronni Hannaman is the Executive Director of the Carson City Chamber of Commerce.
