Being an Eastside resident, I am really excited about all of the new dining and drinking options in the neighborhood. The Fork is another exciting burger joint that will attempt to provide our neighborhood with an affordable dining option where we can grab some quality burgers and a Lone Star. The name might not be one of the best in some people’s eyes, but it’s just a name.
The owner of the establishment, Tim, has been keeping up with all of the comments in our other post and wanted to give us some more insight into his plans for the old Gene’s locale.
Ok, I don’t even know where to begin, so bare with me.
I guess I should start by saying I am the guy behind this whole thing. My name is Tim, and Avan is right (thanks Avan!)… We did just sell method hair last month which is also on the east side. method hair is a modest hair salon that was one of the first businesses in the Saltillo lofts. We were one of the only salons of its kind in east Austin just three years ago. Since then, no less than three salons in the immediate area have popped up. all of which are friends of our family. If you want to see what kind of place that was, feel free to go by and say hello to the new owner, Shannon. She would be happy to show you the place. Like I said, it’s a modest and unique place and definitely not over the top or cheesy in any way. In fact, some of you have most likely been to at least one of our art parties over the years.
As for the new venture… The fork n icehole is just a burger and beer joint. a “dive” if you will. the concept was originally to be set up like an old icehouse. no frills, inexpensive beers (and wine) in a clean but garage-like setting. Not so much like Waterloo Icehouse, but more of a neighborhood version of that. a little darker, a little more personal, a little more east Austin.
As a homeowner and business owner on the east side, I feel I have a good grasp on what it means to be an east austinite.
So that was the original concept… then we heard Gene’s had closed down (which saddened me). I hear Gene’s health is not so good and we hope that he and his family are doing well. We wish them the best!
Our second thought was, I wonder what’s going happen to that place?
Our third thought was, hmmm… I wonder if that spot would be a good place for the fork? My high school friend that owns Primizie down the street told me it was for lease and said it would be perfect for the fork, so I took a look. Although it wasn’t exactly what I was looking for as it was a little bigger than I had imagined and was more like a normal restaurant than a burger and beer joint, but it had good bones and a good layout and quite possibly could be a perfect place for the fork!
A little more on the concept… we are not a nightclub as some in the neighborhood seem to think. I understand everyone’s reservations of having a new guy come in and take up shop in an east Austin landmark such as Gene’s. This would be even more irritating if I was from out of town and didn’t understand the vibe of east Austin. But I do. Completely! I would be nervous, if not disappointed, if a nightclub went up in that location. Believe me, i agree that that just wouldn’t work and wouldn’t be appropriate.
What I intend to do, is open a no-frills east Austin burger and beer joint that has the feel of the east side and welcomes all, especially those who live nearby. We plan on offering burgers that are better in quality than most “pub grub” businesses offer. We also intend on serving top grade, grass fed beef, hormone and cage free chicken, as well as plenty of vegetarian options including VEGAN PIZZAS! We plan on taking some risks on our menu in other ways as well! We are super excited to be opening a place where you can sit down and enjoy a cold beer while eating something that won’t kill you along the way. I have to admit, we will still offer pork chop on a stick, queso, nachos, and other delicious foods that go perfect with a Brooklyn Lager or Lonestar! But we will offer more healthy options as well.Ok… So the name is rubbing people the wrong way. That was not my intention at all. In fact, the name was intended to be a bit ridiculous and stand out a bit. seems I was right, sorta. So, I didn’t want to call it an icehouse, since it isn’t and it does happen to be at the fork in the road (where 11th, Navasota and 12th meet). So it seemed fitting to call it the fork n icehole. I had thought of that name years ago and have talked about it over and over again. After saying that name for so long it started to just “be” the name. Kind of like The Smashing Pumpkins. One of the worst band names ever, but no one really thinks about smashing pumpkins when they hear their music (or do they?). The music speaks for itself and the name is diluted and only “is” what the band “is”. If they were a silly band (which is definitely debatable and depends on which album etc etc) then the name would stand out as a silly name… Well, I guess I could have come up with a better example but I digress.
I realize the name (the fork n icehole) could throw you off. I am considering changing it (although Bill Hicks and Johnny Cash, two of my favorites, would be dissapointed if I gave in before putting up just a bit of a fight, right?).
is it that big of a deal? is it offensive to anyone? is it cheesy? (maybe it is that).
to me, it’s a name that people will remember. period. I think it did just that. I welcome your thoughts on the matter.
As for the commercial… yikes! I had no idea that was on a website anywhere. In fact, my old friend Shane put that up after doing the bit for fun. I thought it was funny but never intended on using it. Shane does voice-over work and has his own studio. One day he put that commercial together. I laughed about it when he sent it to me via email but never thought that anyone else would ever hear it. Although I kind of hope no douchebags frequent the fork, I’m not sure that I would put that in an ad. But it made me laugh… that’s it! I have asked Shane to remove the ad from his profile site. He was only using it as a sample of what he “could” do.
Although I have spent a lot of time, energy and some money on the name, I am still considering changing it…
Most people don’t know the history behind the building… As it turns out, the building was home to the first black pharmacist in Austin and was called The Hillside Drug Store. The original pharmacy shelving is still in place and we intend on celebrating this great piece of history by highlighting the shelves as well as putting some old charm back into the space. We appreciate the history of the building and the neighborhood and plan on respecting that history any way we can.
Some possible names i am considering:
The Hillside Fork
The Fork
Hillside
Hillside Pharmacy
etc…We don’t have a website just yet (still working on name), but as soon as we do, I will let you know.
Oh, and the late night permit was an afterthought. Originally, our hours were to be 11am to 11pm. open 6 days a week. We thought it would be best to seek a late night permit in case there was a need. It seems only logical that if people are looking for a place to eat late night, we should be able to offer them that service. But for now, the hours are 11am to 11pm.
I respect the movement to try and take action against a business that just doesn’t have a place in a certain area (like a Strip Club next to a Church… or a Strip Mall ANYWHERE). But to put together meetings to distribute fliers and to have a call to action to stop a business from obtaining their permits before even knowing what kind of business is going in place seems to be a bit extreme… and bizarre. I realize the delicate balance between protecting the serenity of a neghborhood and adding life to it. I intend on being a part of both. I feel that this new place will add to the character of east Austin rather than tear away at its soul. I am a part of it’s soul as a homeowner, previous business owner and father of a child that is being raised in east austin.
Please keep this in mind when heading to the TABC website.
I know there are some things I have left out… but I hope this clears up some issues.
Your thoughts are appreciated!
tim
Tags: austin blog, East Austin, fork n icehole
Now THAT is a man who knows how to set the record straight!
But, can you ask Shane to put that ad back up with a note?
I have spent days thinking about the Baudrillardian possibilities that douchebags had in some sci-fi/artificial intelligence fantasy way become self aware and actually knew that they were douchebags and knew that they weren’t welcome in east Austin and knew that their pink polo shirts with popped collars were totally ridic and they probably deserved to be tasered onsite.
Pretty please with a veggie burger on top??
P.S. Shannon at Method is AWESOME.
p.p.s how about the hillside fork and pharm???
i was tim’s neighbor at saltillo….method hair was and still is a good neighbor, good business, good folks.
i’m looking forward to him now being my neighbor on e.11th street.
we need a burger joint, being able to have a beer with that burger shouldn’t be a problem for our neighbors. it’s a PLUS!
welcome to the ‘hood, tim!
–harold
PLEASE change the name. I live three blocks from the place (and go to Method Hair
Your concept for the place sounds fine, but the name is way out of character with what we’re trying to build in this neighborhood.
I’m very excited about your burger n’ beer joint! You definitely have the support of this neighbor!
Tim, personally I think you should apply for the late night permit. Austin, and East Austin in particular, needs more late night food establishments that aren’t fast food chains or “upscale” diners. I live near the neighborhood and would welcome and frequent such a place.
Glad to see another great dining and hangout choice coming to East 11th Street joining a constantly growing roster including the Blue Dahlia, Eastside Pies, Primizie, Long Branch, Victory Grill, etc. My favorite is “Hillside Pharmacy.” Nau’s Pharmacy on West Lynn also serves burgers and shakes. Thanks for letting us chime in and good luck!
I agree with the late night dining option… sometimes you just want to grab some food really late and night… we dont have many options right now.. but hopefully that will change soon.
I like the name “The Fork” a lot but the icehole is just gross and I probably would not go there if I had not read this post. I live in the neighborhood and would like to see a good business doing well for itself so good luck to you but please reconsider that name.
Hey, I love the concept and am excited to try the food. Thanks for mixing healthy with traditional. Makes it easier when you’re trying to find food consensus among a group of friends.
My two cents (as a former copywriter) about the name: for the love of god, change it! I know it’s tough, because that’s the name that’s been attached to your vision all these years, but think of it this way — you aren’t changing your vision, just what you call it. And you are setting up your vision to succeed.
Offensive or no, the Fork N Icehole sounds like a) a redneck/country barbecue place or b) a douchbag, dudebro place. It does not remotely convey grass-fed beef, vegan pizza or any of the fabulous complexity of your concept. You don’t want to fight against your name to get like-minded customers in the door.
I personally love “The Hillside Fork.” It’s a nice nod to the building’s history, location and current incarnation as a diverse, local restaurant (and it doesn’t distract or confuse like the addition of “pharmacy” might).
Best of luck! I’m looking forward to eating there.
My thanks goes out to James for staying with this story. Also, thanks to Tim for setting the record straight. I look forward to bringing the whole family to your new place. What can I say, the name definitely caught everyone’s attention. Now, you can call it anything you want, but please take Melissa’s advice and shop around a bit. We don’t want the Hillside Fork to get lumped together with such douchery as BJ’s or Third Base simply because it was called ForknIceHole. Lastly, I know that burger and beer image up top there is stock, but it makes me want to go have beer and burgers right now. Too bad there’s nothing currently within walking distance………
I live two blocks away. I say it’s your restaurant, you’ll be doing all of the hard work – you can name the place whatever you want. Some people in this neighborhoob get their feelings bent out of shape too easily. Don’t worry about them. No matter what you name it, they won’t be satisfied.
“east” should be capitalized.
it’s East Austin.
represent or community/neighborhood.
james, thanks for posting this! i’m glad i got tim to write something about the place. he told me about it a few weeks ago, and i got really excited. it broke my poor little heart to see people knocking before it even turned into a real establishment. i’m glad it’s all better now and people know the whole story!
I love the name you have chosen. People need to just see it for what it is and not concentrate so hard on what it SOUNDS like.
I like the name – I think you should stick with Fork n Icehole. You’ll probably be taking over the old Gene’s location, and since it is a historic piece of property, I simply request that you emphasize the history of the location and keep original items original. History is being lost on the East side and it would be a shame to lose this property’s history as well.
Jenny
hey, tim! i live few blocks from the fork and am looking forward to its opening. please, DON’T change the name, it’s just great. funny and funky.
Hi,
this is the first I’ve heard of Gene’s closing down and of your intention to open your burger joint.
I thought you wrote a very thoughtful and thorough letter about your intentions and the nuance with which you plan to proceed. I’m looking forward to the opening of your “dive” and am really happy to have such a conscientious business owner in our midst. Welcome, and I can’t wait to grab a grass-fed burger.
(Incidentally, do you know about John Lash, owner of Farm to Table, a local purveyor of local and/or organic produce for Austin eateries. Check out the Spring 09 issue of Edible Austin or edibleasutin.com. He might be a great connection for you. you can reach him at johnwlash@gmail.com or 512.658.8115
And finally, my vote is for “Hillside Eaterie” for the name…. I know that wasn’t one of the official choices, but I do think it’s cool to keep “Hillside” in the name for the historical reference.
Please send me an announcement of your opening and I will fan it out to my neighborhood association.
Cheers, and good luck.
nine francois, co-president
govalle neighborhood association
Fork ‘em if they can’t take a joke, Tim! I think the name is SO brilliant. I can only pray ‘icehole’ has a connection to the ever-so-awesome Johnny Dangerously.
My word to ‘concerned’ Eastinites who think they should have some kind of say in how their neighborhoods work and who’s in them…you probably belong on the east coast, not in East Austin. Save your uptightly reactionary shenanigans for big business or openings of more unneeded pawn shops/cash advances.
I for one cannot WAIT to see what happens here.
You have a point Scott. The truth of the matter is that Tim can call it whatever he wants… and he probably will. Like I said before.. I dont care what its called.. as long as it serves so kick as burgers.. I will be there the day it opens. Ummm… if you can throw in some killer milk shakes than I will probably just move in altogether.
Black Beard loves Fork n Icehole.
Tim is a great fellow and friend of mine for years. He’s a very thoughtful and passionate fellow. Whatever the business ends up being called, it will be an asset to the neighborhood. I really appreciate when a business moves into a historical building and revitalizes it while respecting it’s history. There are many business owners and developers who would “scrape” some of these buildings off of the lot and start over.
I recently relocated my hair salon, Orbit, to the East side, actually just a few blocks away. Tim’s previous business, Method, was definitely an inspiration for us to move East. Good luck, my brotha!
I’m a longtime acquaintance of Tim’s, our bands having played at numerous local venues together over the years, along with his brother Ryan too. All I can add to this dialogue is that, no matter the name he settles on, East Austin will be lucky to have Tim assume the reins of a landmark establishment. He has been intertwined with the Austin music scene, the East side of town, and local business for much longer than I have, which has been over ten years.
It’s a shame that, before doing any background research on Tim, his own neighbors have placed hurdles in his way, seemingly because they don’t like something as trivial as a name. I hope that, after Tim took the time to clear the air and even consider alternate names, everyone in the neighborhood will return the token of gratitude by eating at “The Hillside Fork n’ Pharm-icehole”. It’s the least you could do.
Call it what you will, Tim. Our family will be there opening week.
I think the name is hilarious and clever. Reminds me of the movie Johnny Dangerously.
I look forward to having a quality burger joint on the Eastside no matter what the name ends up being. Good luck to ya.
One more suggestion, please bring back the $5 pitchers!
My vote is for “Hillside Fork and Pharmacy.” On another note, I own Avenue Five Institute, the cosmetology school that will hopefully supply some stylists to places like Method and Orbit!!
Love the concept. Best of luck- I’m in the neighborhood so I’ll be by to check it out once you open.
-Brandon
[...] East Austinite posts a glimpse into The Fork, East Austin’s forthcoming Burger Joint [...]
I’m looking forward to this place big time, as I am forever on a quest for the best burger I can find.
That said, KEEP THE NAME. The other names you’ve suggested are uninteresting and will be just as bland as the condos across the street. Fork ‘n’ Icehole is an awesome name and I will eat there so much, and make so many Johnny Dangerously jokes. To myself. In my head.
I happen to dig the name. It stands out. It’s clever. Keep it.
I have to agree with others that Fork n’ Icehole is not a good name. It definitely does not draw me in and make me want to eat at an establishment with that name. However, I do LOVE the reference to the old building by calling the place The Hillside Fork. I’m so pleased to hear that you’ll be trying to maintain some of the old pharmacy’s character. Why not keep some of the old name, too?
P.S. No matter the name, I’ll be trying the place out. I’m all for local businesses that make sense opening up on the east side, and a burger place definitely makes sense.
So I see that a permit sign is back up on the building under Hillside Pharmacy. Can we have an update? Is that the name that you have settled on?