New night life burgeoning in Freeland

When it comes to nightlife, Freeland may never rival Seattle’s Pioneer Square. But with the introduction of another new night spot to its lineup of dining and entertainment, South Whidbey’s fastest-growing community seems to be increasing its draw among the dining public.

In May, the Beachfire Grill opened its doors in the remodeled former home of the Holmes Harbor Golf Club grill. Revitalized by golf club owner and Puget Sound area developer Mark Schuster, the new business brings a surf-and-turf menu to its bluffside location, and offers some of the latest dining hours on Whidbey Island, serving as late as 11 p.m. some nights. The bar is open later on Fridays and Saturdays, staying open until midnight.

Schuster, who has lived part time in Freeland for the past five years, said the long open hours and the “sophisticated casual” menu at the restaurant are designed to appeal to an island clientele that wants to dine and have cocktails beyond the usual 5 p.m. to 8 p.m. dinner hour.

“What we wanted to accomplish is a restaurant with hours that can be depended upon,” he said.

Over 700 square feet larger than it was previously and remodeled to better orient diners and bar clients toward sweeping views of Holmes Harbor, the Beachfire Grill is also trying to gain market share on ambiance, food quality and service. And, guided by executive chef Edward Hueneke and restaurant manager Kathi Sullivan, this formula seems to have succeeded. Schuster said customer volumes have increased fourfold since he first purchased the restaurant last summer.

Michael Orr, a regular Beachfire Grill customer before and after its remodel, said there is no comparing the two incarnations of the golf course grill.

“Night and day,” said Orr, a Clinton resident. “It’s like something you’ve always wanted, never gotten, and now it’s here.”

Orr said he sees the Beachfire Grill as the latest step in Freeland’s progression toward becoming a town with solid evening entertainment options. Fond of the night scene in Vancouver, B.C., he said he feels that he has options in Freeland when he and his wife, Sally, want to have an evening out.

The late-night bar and restaurant format is not new in Freeland. Two years ago, Jack Ng and his family purchased the former Teddy’s on Whidbey on Newman Road and reopened it as China City. Having initially opened the restaurant in Langley, Ng said he wanted to bring evening entertainment to the bar in his restaurant when it moved to Freeland, largely to boost bar business. After experimenting with high-maintenance disco-style dances at both locations, he has settled on karaoke nights twice a week and live music on Fridays during the summer. That entertainment can run late, filling up weekend evenings until 2 a.m.

“I think a lot more people like to hang out in Freeland,” Ng said.

While he still owns and operates another restaurant in Langley, the Edgecliff Bar and Grill, Ng said China City is the bigger late-night draw, especially in the bar. Up until the past couple of weeks, that bar had been unusually slow for a summer season, which had Ng looking forward to future years when a more developed Freeland — even with restaurants and bars that compete against his — becomes a larger draw for both islanders and people from the Everett and Seattle areas.

“Freeland is the place to go,” he said.

At the Beachfire Grill, like at China City, word-of-mouth advertising is fueling business. The restaurant is drawing weekend residents, full-time residents, some visitors from off island, and organizations in need of food service and space for their meetings. Schuster has put the business and its menu online, and Ng is soon to follow with his two restaurants and a bed and breakfast he owns in Langley.

But when it comes down to it, both restaurant owners say they need to constantly keep their repeat customers happy and interested in their night spots, as new customers are more difficult to draw. Each establishment has its own niche, but Schuster — speaking for the Beachfire — said he has to give customers something they are not necessarily going to get everywhere they have lunch or dinner.

“It’s an experience,” he said.

So far, that experience seems to be largely positive. Though Ng said he had to tone things down at his establishment to make certain bar patrons did not cause trouble with law enforcement, things have gone smoothly from the start over at Holmes Harbor. Stan Walker, president of the Holmes Harbor Sewer District, said that while additional speed limit enforcement for the extra traffic drawn by the restaurant would be welcome, he is happy to see the increased business.

“It’s an overall positive development for the community,” he said.

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