Pedestrians walk past the planned Rock'n Avenue bar and nightlife venue planned for 73730 El Paseo Drive.
Palm Desert’s Planning Commission Tuesday delayed voting “to a date uncertain” on approving a night club for an unused building on El Paseo Drive between Larkspur Lane and San Luis Rey Avenue
The matter is expected to come back to the commission with enhanced conditions of approval regarding noise and exterior cleaning, and after another community engagement meeting is held with neighboring businesses.
“There’s such a significant contrast in what the community outreach stated, and where we are today,” said commissioner John Greenwood, who proposed the continuance. “What I’m sensing is a real question on compatibility” between the proposed project and the rest of the business owners on El Paseo Drive.
Current plans show a long, skinny bar with seats and a 30-person dance floor (which will require separate approval), and an exit to the parking lot out back.
Rock’n Avenue is a project of Patrick Masur, a serial entrepreneur with a mixed record of success. Masur’s largest project has been the HOLLARR bar in Vermillion, South Dakota, which he opened in 2021 without a liquor license. HOLLARR closed in 2023 with a 3.3 rating on Google Reviews.
“I’m going for an upper scale vibe that’s going to be playing 70s 80s and 90s music,” Masur said during public comment. “I’ll have some country nights and stuff like that, but mainly the older music, and just a place where people can go and have fun.”
Commissioner Alex Meyerhoff said the project reminded him of Hard Rock Cafe, though pointed out some major differences that led him to withhold his support, such as the bar offering alcohol without accompanying food service.
“I think an application that has live music, or music and food service, dining opportunities - it’s going to be an out of the park, grand slam home run,” he said.
More than 50 people signed a petition against the bar before the meeting and a dozen people spoke up at the meeting, many of them business owners along El Paseo like Pizzavino restaurateur Sheri Pierattoni whose business is right next to the planned Rock’n Avenue location.
“El Paseo has been coined as the Rodeo Drive of the Coachella Valley because of its sophisticated atmosphere, the high-end shops, fine dining, and boutiques,” Pierattoni said. “Rodeo Drive does not allow nightclubs on the street. I checked that.”
Others showed up to support hers and other existing businesses on the street. Retired captain Aaron Eller of the Riverside County Sheriff’s department expressed doubt that “bouncers” could effectively reduce public nuisance outside of the building.
“A majority of the time they’re generally involved in whatever the issues are, whether it’s the fights or anything else that’s going on.”
However, Masur did not lack for supporters. Some, including desert resident William Kelly, argued that Palm Desert needed new and stable businesses to replace others that have failed.
“I'm not sure El Paseo is thriving right now. Sachs declared bankruptcy. Many of the galleries close every year. Many of the clothing stores open on one side and they're gone the next year,” he said.
“I think it’s good for the community to have more options,” said frequent bar-goer Justin Ross. “They’re getting a little stale on El Paseo.”