Flying in the face of convention (and stereotypes), a new watering hole has opened near Lawrence and Broadway. Crew is a place that caters to a long-neglected demographic: the gay sports fan. The bar sports (no pun intended) everything from multiple TV screens (and a 92-inch screen) to cool menu items to memorabilia donated by gay and straight sports luminaries. Crew even has sleek beer coolers that add to the bar's decor and the workers' efficiency.
Windy City Times sat down recently with affable co-owners Steve Milford and Brian Wells. Over the course of the interview, the discussion covered Web sites for sale, faux-grass bathroom floors, and a cheesy threesome.
Windy City Times: How did the idea for Crew come about?
Brian Wells: I had been working in corporate America and knew I didn't want to stay there. I had always talked about having my own business. I went to Roscoe's, where I met Steve. We quickly realized that we had common interests—including a love of sports—and core values. He had industry experience and I had behind-the-scenes [knowledge].
WCT: So you two complemented each other.
Steve Milford: Oh yeah. We're very yin-yang.
BW: I had already started working on the concept [of a sports bar] ...
SM: We had already started research. We went through several names and got the best response for Crew.
WCT: What were some of the other names?
BW: We had Varsity and about five others. Although Crew conjures up a sports theme, it was something that we could make an image for
SM: Varsity just sounded too collegiate.
BW: Yeah ... and something like Brian and Steve's Sports Bar would tie it way too much to us. I was working on a business plan and we entered into a partnership in 2001.
WCT: Wow. It's been a long process.
SM: We tried to secure other properties. With one, we could never contact the landlord. With another, the deal changed in midstream, with condos and everything.
BW: The three years were good because it allowed us to do a lot of research. People laugh and say that the research involved going out—but it did. We researched our market. We needed to do research because when you initially say that you're opening a gay sports bar, some people respond, 'Gay people don't like sports.'
WCT: I was going to ask you about stereotypes. Were you hoping to quash any?
SM: How about creating a new one—that gay people do like sports? [Having Crew] will also create a new angle from the straight media to cover something like the Cubs being in the playoffs.
BW: We believed that there's an untapped market for people who want to have a good time, have a nice meal, and watch some sports. Even people with a passing interest can get caught up in a close game that the Cubs suddenly win. The room erupts.
SM: And how many times have we gone to the Field House [a primarily straight sports bar] near Fullerton? We saw people there who were regular customers at Roscoe's. Those people had no places to go.
BW: To think that all gay men want to listen to showtunes—not that there's anything wrong with that—is very narrow-minded. Why limit yourself? We're all human in the end, and we all have different interests.
SM: We're also not going to be so small-minded that we're just going to have sports stuff; we're also playing music videos. As the games wind down, the VJs will take over and play videos. We want to appeal to both sides. Actually, 95 percent of the time music will be played while the games are on.
BW: We want to be a neighborhood business where everyone can have a good time.
WCT: Here I go perpetuating a stereotype, but do you hope to have a strong lesbian contingent?
SM: Here's my answer: Everyone's welcome. I don't care—as long as you tip well. We already have 1,400 people on our e-mail list; as long as you're well-behaved, I'm fine. Women ask us all the time if they're welcome, and that really shocks me. I didn't feel that women were discriminated against in Roscoe's.
WCT: Earlier, you mentioned that you want to be a neighborhood business. Why this particular neighborhood?
SM: There is a gap. Michelle [Fire] took a huge risk when she opened Big Chicks—and she made it. However, now you have the Eagle, Atmosphere, Clark's on Clark, and Star Gaze. Plus, we're right next to the [Red Line]. We're in the middle—and we couldn't be happier. It's going to be a fun little area.
BW: Initially, we looked in Andersonville. However, this space has everything we want in terms of design and space. I live in Edgewater and learned more about Uptown through the UCC (Uptown Chicago Commission). We realized that there would be a lot happening here. It's the right place to be.
WCT: The menu items are pretty cool. For example, you have East Coast crabmeat salad and a threesome grilled cheese sandwich, with American, cheddar, and jack cheeses.
SM: We've got some good eatin'.
BW: Wherever possible, we try to come up with something original. The items may be similar to what you see elsewhere, we put a different spin on them.
WCT: Are you going to concentrate on college or professional sports?
SM: Actually, we plan on running ads for college and pro sports. ... We know how excited people are about college and pro football ... we'll have the place open for breakfast at 9 a.m. on weekends and holidays.
WCT: Who came up with your Web site address, www.worldsgreatestbar.com?
SM: We did a search and found it three years ago—and we're willing to sell it for $100,000 if a restaurant or bar chain wants it.
WCT: Are you kidding me?
SM: No, we'll sell it. Everything's for sale. (Turns to Brian.) Even Brian here's for sale. (Laughs.)
BW: We also have www.theworldsgreatestbar.com in case someone wanted to get smart with us.
WCT: I see that you have memorabilia here.
SM: We have Clayton here from Crate & Barrel who's volunteered to come in and do our displays. He's done a fantastic job. Also, the framing of some of the pieces was done by Todd from FourSided on North] Broadway. We have an autographed picture of [diving icon] Greg Louganis and one of [tennis legend] Billie Jean King; they're going on the bathroom doors.
BW: One of our long-term goals is to collect memorabilia from out athletes. For example, we have a jacket from [gay former baseball umpire] Dave Pallone. We also have gear from Ryan Quinn, who was an NCAA champion downhill skier.
SM: For the next Gay Pride Month, we'd like to have a complete setup with all out athletes, past and present. We'd also like to have some in to give talks here.
BW: With the theme of being a gay sports bar, we knew that we had to take things a step further. We just didn't want to put up Cubs banners. We wanted Crew to be slicker and nicer.
[At this point, Steve and Brian take me on a tour of Crew. Many things stand out, including a banner that has a Homer Simpson quote in blue neon letters. The quote is 'I like my beer cold, my TV loud and my homosexuals flaming.' Moreover, the restrooms themselves are works of art. They have different themes that reflect the photographed athletes on their doors. The ladies' room has tiles that look like a classic grass tennis court. The men's room has tiles that look like a swimming pool.]
SM: Did you notice the field [in the women's restroom]?
WCT: Oh my God! It's Wimbledon! Nice!
BW: James, our assistant chef, said that we should have an air freshener in the men's room that smells like a pool. (Laughs.)
SM: By the way, we also have a restroom for the disabled. It has one large stall.
WCT: (Turning right) Check out this kitchen!
BW: Everything's brand new. We put a lot of investments into this. The place ...
SM: ... had no plumbing.
BW: It had no plumbing and the electrical work was just overhead. It was a gut-rehab demolition job.
WCT: You have a link to London's Retro Bar on your Web site. How did that get there?
SM: I was in London a few years back and this bar was recommended to me. It was amazing. Then, Brian and I went there two years ago and he loved it too. Once we get going, we plan on having an exchange program between our staff and theirs.
WCT: Who's your favorite athlete and why?
BW: One of my favorites is [cyclist] Lance Armstrong. I like him for a couple of reasons. We have an Austin [Texas] connection. I used to live there, and that's where he lives now. Also, for him to come back from testicular cancer to do what he's done is just incredible. He has such drive and ambition.
SM: I'm obsessed with Ohio State University, so I would have to go with [former football coach] Woody Hayes. He was in some great rivalries.
BW: Woody was a tremendous competitor. He had such drive.
SM: Not everything he did was correct, but it was a completely different time. Also, I grew up in Columbus, Ohio. I lost my father a couple years ago and we used to talk about Ohio State all the time. There were a lot of fond memories from that time.
WCT: What's the toughest lesson you've learned about business?
BW: One of the things we've learned is that a lot of people talk big but don't come through when they have to perform. Also, the length of time that the [project] took was long—but that was positive and negative. We wanted to do this right.
SM: We couldn't have done this in our first year. We got a lot of things done later that we needed to do. This just feels right.
Crew is at 4804 N. Broadway and the phone number is 齅) 784-CREW ). Until the site's sold, you can look up Crew at www.worldsgreatestbar.com . They're open from 11:30 a.m.-2 a.m. Sunday through Friday and from 11:30 a.m.-3 a.m. Saturday.
I'm at westelm406@yahoo.com .