'Well worth the wait': Peoria lounge opens as father-son team navigates challenges

Bringing Empire Lounge to fruition has been a “labor of love” for owner Brandon Sims and his father and co-owner, John Sims.

The business – which incorporates the elder Sims’ Jerk Hut restaurant – began operating more than a year after the concept was first announced. During this time, the pair encountered multiple objections to the site’s liquor license requests, as well as questions about incorporating a proposed cigar lounge.

Despite the struggles and slowdowns, the father-son team persevered.

“It’s gonna just be well worth the wait for the community,” Brandon said, “and I think these obstacles (have) just been put in place to just make us super strong for once we do get over these final hurdles.”

'It feels like a harvest': Peoria business owner overcomes barriers with new restaurant

Taking things ‘one step at a time’

Two years after opening his Caribbean restaurant in Campustown, John went before the Peoria Liquor Commission at its October 2022 meeting and presented the vision for Empire Lounge. The commission voted to recommend approval for the site’s liquor license 3-0, but the request was denied by the full City Council due to community concerns.

Jerk Hut closed its original storefront shortly after, as plans to shift the restaurant to 3033 N. Sterling Ave. continued. A second liquor license request in August 2023 was again denied following neighborhood objections to having another establishment with alcohol in the area. Concerns were also raised over a lack of communication with neighborhood associations before the commission.

As of now, no liquor license has been approved for the space. The father-son team hopes to obtain the license in the future.

Brandon said he realizes there were concerns during the initial liquor requests. At the end of the day, he said their goal is to build a positive relationship with both the city of Peoria and the community surrounding Empire Lounge.

“We just want to make sure that we're in alignment with the community values,” he said.

Once open, John said he hoped to invite neighborhood residents to check out the business for themselves. Brandon said he and his father will work to be transparent with the community and said he wants to continue highlighting their “commitment to being a valuable and a responsible addition to the community.”

A second concern raised at the August 2023 Liquor Commission related to a proposed cigar lounge at the establishment. During the meeting, commissioners and city staff discussed the Smoke Free Illinois Act and the proximity of nearby residential areas.

The completed space features a humidor, and John hopes to eventually offer cigars for customers to purchase. At this point, though, he said a smoking area at the business seems unlikely as following the regulations is important.

While there have been “unforeseen logistics” along the way, John said he and Brandon are navigating the challenges “one step at a time.”

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‘A potential landmark for Peoria’

Walking into the space, customers will find sleek black couches and coffee tables, a bar area with seating and a dedicated space for those dining at Jerk Hut – which operates from 11 a.m. to 8 p.m. Tuesday through Saturday. The lounge seating is centered around a stage and various music-themed murals adorn the walls.

Brandon said the concept was inspired by lounges in Atlanta, Georgia, and Memphis, Tennessee. The goal, he said, was to combine “the southern charm and the sophistication of Memphis (and) Atlanta with a flair of Peoria.”

Empire Lounge will host live music, poetry readings and other events. To Brandon, the space will provide a place for local artists to showcase their talents, while also creating a comfortable and exciting gathering space for guests.

“It's more than really just a business,” Brandon said. “It’s really a potential landmark for Peoria – I mean just trying to attract both locals and tourists.”

John expects many events to begin around 9 p.m. and said local artists have already begun to express interest in performing at Empire Lounge. He envisions hosting soul, R&B and jazz performances. Rap is one musical style that John said will not be featured during events.

“It’s a grown and sexy type of facility,” he said.

In fact, John said the goal is to cater to those 35 and older – though age restrictions are not enforceable. Guests will also be expected to follow a dress code, he said. Clothing such as gym shoes and baseball caps will not be permitted.

John stressed that Empire Lounge is not your typical club or bar. Rather, he described the establishment as an “elevated lounge.” For Brandon, the aim is to offer a unique experience to guests while also expanding upon the culture in Peoria.

“I think once other people start to see it, they'll kind of get the vision right away,” Brandon said.

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‘Can’t be more special than that’

As the majority owner of Empire Lounge, Brandon said he brings a “fresh perspective and approach for the business.” He said his father will manage day-to-day operations and will bring prior experience when it comes to running a business.

John said he spent years hoping to get his son involved with business ownership. Before announcing the new location, he said they discussed what Brandon would want his own business to look like.

For Brandon, the hope is to build generational wealth through the business – while also taking advantage of the opportunity to share such an experience with his father. Looking back at their journey, John said he is proud to have helped create “something that I know my son is going to carry on for decades.”

“You have a dream and your father is there to help you realize it – can’t be more special than that,” John said. “I don't think too many things can be more special.”

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This article originally appeared on Journal Star: Father-son team navigates hurdles to open Peoria lounge