If you stepped inside The Vig on Friday night, you know the city is excited about the new spot. Milwaukee showed up in force to welcome the restaurant and bar for its lavish grand opening party. The stylish space was jam-packed with people talking about the cool decor, delicious food and great drinks – and planning their next visit.
The Vig (909 E. Michigan St.), has turned its portion of The Couture tower’s second floor into a slick, refined and exciting destination, with design inspired by 1950s-era sports parlors. “Vig”, short for the English slang word “vigorish,” means the bookie or house’s cut on a bet.
Ryan Marks, owner and founder of The Vig, started the hospitality company in Chicago in the hopes of revitalizing the “lost art of conversation.” With two successful locations already open south of the state border, he was ready to expand into a new market. The Milwaukee location sits at the heart of Downtown, offering a luxurious feel with a welcoming vibe.
There are many ways to enjoy The Vig.
On entering the restaurant, guests are greeted with a mixture of seating options. Want to sip a cocktail and chat? The central bar is the perfect spot. If you’re bringing your friends or family for dinner – or maybe just want a more intimate spot for a date – the leather booths lining the walls are ideal. The floor-to-ceiling windows keep the space feeling open, while the seating is close enough to encourage that art of conversation Marks talks about.
“The music is big, the lighting is big, and we provide excellent service,” says Angela Hebert, assistant general manager of The Vig.
“We have hired over 100 wonderful Milwaukee people,” Marks says of his new staff.
Marks’ operating partner, Matthew Denk, oversees the culinary division at each restaurant. While creating the Milwaukee menu, he had to decide what elements to bring from the previous two locations while also crafting a menu Milwaukee will love.
The Vig’s menu is made up of three distinct sections: brunch, dinner and desserts. The food is a rich mix of classics like steak and eggs and fried chicken, along with out-of-the-box inspired takes, including pistachio french toast sticks and seafood fra diavolo. There is something for every palate and budget.
“Menu creation is very collaborative,” Denk says. “We chose some of our favorites from the Chicago locations, and then we brought some new dishes for Milwaukee, too.”
Deviled eggs are a signature dish every Vig location, and each one gets its own twist on the classic. Milwaukee’s version suitably honors a beloved Wisconsin drink – the bloody mary deviled egg. (And don’t worry, cheese curds are part of the new menu, too.)
“I think we do a good job of making everything fresh and as perfect as we possibly can,” Denk says. “My goal is simple – I want you to be happy when you take your first bite.”
Beyond the food menu, The Vig offers a variety of fun drinks, including must-haves like the Aperol Spritz and a signature Spanish gin and tonic. If you’re feeling adventurous, ask the bartender for the Dealer’s Choice frozen cocktail. The bar is also stocked with a selection of bottled and canned beers and seltzers, and Spotted Cow is always on tap.
“Guys want to come to The Vig a full suit and get a dry-aged ribeye? They can do that. If people want to come from the beach in flip-flops and a tank top after a volleyball game, they can come here, drink a beer, and get a burger and fries, too,” says Ben Rossi, The Vig’s general manager. “It’s a fun, lively, hospitable atmosphere, not stuffy in any way.”
On Friday and Saturday nights at 9 p.m., The Vig transforms into the premier nightlife spot in the city. The elevated surface in the back of the restaurant turns into a dance floor with its own bar. The DJ booth’s facade is made from black dominoes, playing into the betting parlor theme, and records from Elvis, Blondie and others line the wall behind it.
“It’s all about getting people together to have fun,” Rossi says.
The Vig also offers two private dining rooms for rent. One features traditional table seating, while the other is set up for corporate events. Between the two rooms is a removable partition, allowing guests to rent both rooms to accommodate between 120 and 130 people, and there is a window on the wall that allows for direct access to order drinks at the bar without ever leaving the room.
“It’s great to have those private dining spaces, because the one thing that we want to remain known for is being walk-in friendly,” Rossi says. “People are taking time out of their day to actually come here, and we want to make sure we can get them a good meal and a cold beer.”
The Vig is open Monday through Wednesday from 11:30 a.m.-12 a.m., Thursday from 11:30 a.m.-2 a.m., Friday from 11:30 a.m.-2:30 a.m., Saturday from 10 a.m.-2:30 a.m. and Sunday from 10 a.m.-12 a.m.
Happy hour is every Monday through Friday from 3-6 p.m., and brunch hours are Saturday and Sunday from 10 a.m.-3 p.m.
Photos
BY HOLLY GREENE / MILMAG STUDIO
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