Trader Vic’s, the famed Polynesian restaurant chain that once captivated Los Angeles, is making a comeback in Southern California. Set to open in West Hollywood next year, the new flagship aims to rekindle the brand’s storied legacy. “My dream was to bring a new flagship back to L.A.,” said Rhett Rosen, CEO of Trader Vic’s Hospitality Group. The company, which operates globally from Atlanta to Abu Dhabi, has ambitious plans to restore the glamour and authenticity that defined Trader Vic’s heyday.
The original Trader Vic’s opened at the Beverly Hilton in 1955, following the success of Victor Bergeron’s first tiki-inspired bar in Oakland. Bergeron, who began with a small establishment called Hinky Dinks in 1934, transformed it into a Polynesian-themed retreat after discovering the world’s diverse rums. The Beverly Hills location quickly became iconic, known for its elaborate décor, vibrant atmosphere, and signature dishes like Crab Rangoon and the Mai Tai, both of which were created by Bergeron himself. Although it closed in 2007, the brand remains a cultural touchstone.
Rosen, a West Hollywood resident and former bartender, sees this revival as an opportunity to celebrate the chain’s rich history. “Everything we’re trying to do as a company is to bring back the rich history of Trader Vic’s,” he said. The new location will incorporate salvaged treasures from previous Trader Vic’s restaurants, including décor from its Beverly Hills and London venues. To ensure the past plays a prominent role in the future, Rosen has enlisted Victor Bergeron’s granddaughter, Eve Bergeron, as an in-house historian and marketer.
The restaurant will occupy a historic brick building at 9091 Santa Monica Boulevard. Dating back to the 1920s, the structure has housed a dry cleaner, a florist, and a boutique called Maxfield Bleu. It has been vacant for decades, following a fire, though its rooftop billboards remain valuable to advertisers. Nestled in a vibrant section of West Hollywood near hotspots like Coucou and Andy’s, the location is poised to attract both longtime fans and curious newcomers.
Rosen predicts that the bar will be a major draw, with tropical drinks potentially comprising 40% of the business. However, the restaurant will also bring back Trader Vic’s full classic menu, live music, and tiki mugs, offering a complete experience steeped in nostalgia. “People like authenticity, and we’re going to lean into that,” Rosen said. The restaurant is expected to open by late next year.
For those who can’t wait, a pop-up experience at Chain in Hollywood will preview what’s to come. Chain, known for its experiential dining events, will host the pop-up in December, featuring classic Trader Vic’s cocktails alongside new creations by its team, including actor B.J. Novak and chef Tim Hollingsworth. Visitors will enjoy appetizers and drinks while hearing stories from the mixologist during an intimate, hour-long session.
Although Trader Vic’s has struggled to maintain a foothold in Los Angeles in recent years — with a Downtown location at L.A. Live closing in 2014 and a poolside bar at the Waldorf Astoria shutting down in 2017 — the new West Hollywood location is poised to reestablish the brand’s presence. Situated just beyond the Beverly Hills border, the restaurant aims to capture the glamour of its original Beverly Hilton days while introducing a new generation to its innovative menu and atmosphere.
I loved the original Trader Vic’s at the Beverly Hilton.
Was there every weekend in college. Wing was our waiter. Oswaldo and Rick were the hosts.
Trader Vic’s used to have a location in the Plaza Hotel (NYC). Jackets were required of gentlemen and if you weren’t wearing one, they would loan you one from their Coat Room.
That’s a perfect location for it, as the Beverly Hills crowd will support Trader Vic’s much stronger than the WeHo one would. Also happy to see that building is finally going to be used for something other than as a billboard holder.
That is the best news we’ve had in West Hollywood for a while. Trader Vic’s is a great historical brand, and it’s great to have a nod to history coming in for a change. It’s a breath of fresh air in the sea of empty storefronts and the derelict, rundown look that West Hollywood has had in recent years. Good for them. I hope it’s a success. I’ll do my part.
Good location for something like this
I dined at the old Trader Vic’s next the Beverly Hilton for years. Vic used to going hunting with my Uncle and the staff was exceptional- Wing was always my waiter and the menu was always excellent. Before it closed they gave me boxes of chargers, cocktail coconut drinking mugs and the iconic salt and peppers. Word was when the London venue closed new years two years ago that everything there would be shipped back here and I could not be more delighted and I only wish the former staff were still with us. A few went the Beverly Hilton… Read more »
This a super fantastic! It is reassuring to see the resurgence of the Norma Triangle and West Hollywood West. The streets west of Robertson are now buzzing with quality dining and entertainment nightly: Hauser & Wirth gallery, Uchi, Coucou, Andy’s, the Trobadour, Somni (opening Nov. 29) and now Trader Vic’s soon. That Trader Vic’s will finally provide an occupant to my favorite building in Weho and serve as an appropriate entrance point to West Hollywood is so special. The northeast corner of Santa Monica Boulevard and Doheny has sat empty for four decades. What a truly perfect melding of traditional… Read more »
I’m not convinced it’s fair to say Trader Vic’s “captivated” Los Angeles.
I’d love to see Trader Vic’s make a comeback. And that building has been vacant forever. It exists SOLELY to prop up the billboard. The problem will be parking. That little corner has always been a problem for that. I wish Mr. Rosen luck. I want to sit at the bar and have a proper Tiki drink!
Wow. That building has been empty for YEARS. parking has always been an issue – they have none. Wonder how that’s going to work. Good news though.
Never understood how the city allows property owners to leave properties vacant for decades and how that could even make sense for an owner
The building owner is making 7 figures a year for rental of that billboard on the roof. That intersection gets thousands of eyeballs a day in a highly coveted area of BH/Weho for marketing to high income/disposable income earners going to/from work/home. The no parking issue is why most businesses have steered away from it. I hope this works out tho.