Toby Keith celebrates Mesa restaurant opening

Toby Keith (Credit: Getty Images)

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One of country music's top superstars comes to Mesa Wednesday, June 3, to open one of the city's largest dining and entertainment venues.

Singer and songwriter Toby Keith celebrates the grand opening of his fourth Toby Keith's I Love This Bar & Grill with an invitation-only event that afternoon.

His presence is expected to lure thousands to the 20,000-square-foot family dining and entertainment venue, which features an 85-foot guitar-shaped island bar at Mesa Riverview's theater district near Dobson Road and Loop 202.

Among local dignitaries who will attend are 100 active-duty and veteran military personnel. The private event runs from 5 p.m. to 8 p.m. Doors will open to the general public at 9 p.m., followed with live music and drink specials. The drink specials will be offered Thursday to Saturday from 9 p.m. to 1:30 a.m. Menu specials that include breakfast will run Thursday—Sunday.

Active-duty and military veterans who provide valid military identification, can enjoy a free one-time meal. The free meal to honor them is offered at other Toby Keith restaurants and includes a juicy American Soldier burger, side and non-alcoholic beverage.

“We are overwhelmed with the support of the community and the regular customers we already have ever since we opened (in April),” said Jeffrey Fleming, general manager of the restaurant.

Considering the toll the tough economy has taken on restaurants, few seem to be doing well, but Toby Keith's I Love This Bar & Grill is one of them. Already, the Mesa restaurant has seen a 25 percent increase in sales since its debut during Easter weekend, Fleming said.

“Toby Keith's are an anomaly. It brings back that nostalgic fun of true comfort entertainment,” said Fleming, who noted that customers appear to be drawn to the free live concerts, dancing, an American/Southern fare.

“It's an upbeat environment that caters to a broad audience,” he said.

Sports fans can watch their favorite sport on more than 50 flat-screen televisions, plus five bigger-than-life projector screens. Lavish, comfy private rooms—some with a bar—are available for corporate and special events. Other amenities include a gift shop and a mechanical bull named Toby.

The average table bill ranges from $13-$15. Fleming said he projects the dining and entertainment venue could potentially reach $10 million in yearly sales with nearby annual events such as spring training baseball.

That's why city officials see the entertainment-dining destination as a boost, especially for Mesa Riverview's theater district, which is also anchored by a Bass Pro Shops and Cinemark theater. The high-profile commercial project was built after Mesa voters agreed to tax concessions.

The Mesa restaurant is the first franchise under the Scottsdale-based Capri Restaurant Group, which purchased the master license agreement a year ago. Other Toby Keith's I Love This Bar & Grill restaurants are planned for Minnesota, Michigan, Florida, Texas, Colorado and South Dakota.