How the Ranch, the Houston Rodeo’s Superb Eating Vacation spot, Rakes In $3 Million in Simply 20 Days

When Houston restaurant group Ben Berg Hospitality introduced in 2022 that it might be opening the Houston Rodeo’s first standalone restaurant, it attracted a lot fanfare and a few skepticism. How would a fine-dining restaurant fare at one of many metropolis’s largest occasions, which is usually fueled by over-the-top, usually deep-fried, carnival-style treats?

It seems Houston rodeogoers have been revved up for a extra high-end expertise at one among its largest occasions of the yr: The Ranch Saloon and Steakhouse has confirmed to be one of many Rodeo’s largest culinary successes. For 20 days out of the yr, it’s one of many busiest eating places within the nation, in accordance with a Berg consultant, raking in round $3 million in gross sales, on par with income that a few of the nation’s high impartial eating places make in a complete month. By proprietor Ben Berg’s math, that’s $30,000 an hour. “It’s unbelievable,” he says. The Ranch additionally served greater than 23,000 folks final yr and is distributed to surpass that this yr. “You gotta pinch your self.”

A few of its success could be credited to the Ranch’s attract, which presents a see-or-be-seen vibe the place rodeogoers can put on their cowboy greatest in an area that matches the get-ups. Inside is 16,000 sq. toes of Western-style, climate-controlled indulgence on NRG Stadium grounds, with loads of callouts to cowboy tradition so stylish it has landed on the pages of Vogue. There are nightly DJs, a bustling bar, a stage for reside music, and shows by Texas artists, together with Laura Goodson. The artist adorned the inside with prints and work that includes her signature cowboys, outlaws, and renegades. The restaurant additionally homes an interactive picture booth-style space designed by Marla Hurley, proprietor of Spherical High consignment store Trendy Marla.

Brian Kennedy

Brian Kennedy

Brian Kennedy

Brian Kennedy

Simply this yr, the Ranch additionally launched a particular elevated VIP space that overlooks a lot of the eating room the place rich Rodeo “steakholders,” celebrities, and native cooks have convened and attended particular occasions. The 20 obtainable tables embody particular signage, devoted servers, and entry to a non-public bar and restrooms (it is a large perk at Rodeo, the place porta-potties are probably the most available choice). Diners can safe a spot in VIP for $12,000 for six company or $20,000 for as much as 10 folks.

With over 200 seats, the Ranch presents a special ambiance for each kind of diner: A bustling bar and lounge space within the Saloon serves extra informal dishes like steak frites and corn souffle; a proper sit-down steakhouse the place reservations are inspired; and a brilliant pink and disco ball-silver carnival-style walk-up window, the place Berg Hospitality serves its personal rendition of pageant treats, together with corn canines, sizzling canines, smash burgers made with wagyu beef, and Carvel’s well-known Flying Saucer ice cream sandwiches — all of that are served at Berg’s Heights restaurant Buttermilk Child. There’s additionally a lined out of doors patio, aptly referred to as the Porch, which is outfitted with cocktail tables the place rodeogoers can people-watch or simply scurry into the close by stadium for scheduled occasions.

All of it’s far fancier and much costlier than the already expensive carnival dishes which can be a ceremony of Rodeo passage. The meals on the Ranch is nice, too (and has gotten higher for the reason that 2022 launch); the menu is an amalgamation of hits from different Berg institutions (B&B Butchers & Restaurant, the Annie Café & Bar, B.B. Lemon), the place seafood and grilled varied cuts of kobe, Texas, and Japanese wagyu are staples. The rigatoni alla vodka, a Ranch favourite, flies from the kitchen at dinnertime; specials provided all through the week — like platters of brisket from Fact BBQ that go for $42 per half-pound — swap issues up. The service, fueled by a mixture of Berg Hospitality employees members and new non permanent hires who’re educated inside simply two days, is quick and environment friendly. And at night time, the crowds get particularly rowdy due to its Ranch After Darkish sequence, which options Houston DJs every night time and tables, obtainable to order with a $500 spend minimal.

Alex Montoya

Alex Montoya

Kirsten Gilliam

Berg, who isn’t any stranger to opening eating places in Houston, says he pitched the concept for a full-service restaurant on the Rodeo earlier than the onset of the COVID-19 pandemic. “We have been beginning to get a bit of traction earlier than COVID, after which there was a standstill,” he says. However quickly, members of the chief board began to get behind it. Following its launch in 2022, Rodeo executives additionally observed drink gross sales had elevated within the close by Champion Wine Backyard, which was and nonetheless is already one of many largest wine occasions within the state. “We created one thing that was simply not being provided on the market, and it positively proved there was an excellent demand for it,” Berg says, including that the Ranch will possible solely proceed to degree up every year.

The Ranch employees will take the week off after the Rodeo ends and replicate on how the three weeks went — what labored (apple spritzes and tequila do surprisingly properly, Berg says), and what to enhance. By June, the planning begins once more. “We don’t take it without any consideration,” Berg says.

Daniel Ortiz

Brian Kennedy

The Ranch Saloon + Steakhouse is positioned at NRG Park close to the Astrodome. It’s open by March 23 from 3 p.m. to midnight on weekdays, 11 a.m. to midnight on Saturdays, and 11 a.m. to 10 p.m. on Sundays. DJs are featured from 9 p.m. to midnight Monday by Saturday and from 8 p.m. to 11 p.m. on Sundays.

Pricing: Appetizers: $16-$46; Shellfish: $35-$175; Salads: $19-$42; Entrees: $32-$82; Steaks: $72-$250 (Toppings $8-$52); Household-style sides (feed 2-3 folks): $12-$28.