Chinook's Seafood Grill
Casino hotel dining, upscaled
Chinook Winds unveils a new name, brand and menu for its Lincoln City hotel restaurant
By Niki Price
OREGON COAST TODAY
[Published March 7, 2008]
When Martin Reynolds was hired as the food and beverage director of Chinook Winds Casino Resort in September 2006, he was given one focus: focus. General manager Jim Kikumoto asked Reynolds to give each of the casino’s five restaurants its own distinct identity, complete with updated menu, logo, décor and, if necessary, a new name.
It’s been a branding party ever since. Reynolds rounded up a team of chefs, managers, marketing specialists and graphic artists, and has redesigned each restaurant in turn. The Siletz Bay Buffet now has an international theme, with everything from enchiladas to curries. Aces Bar and Grill, inside the clubhouse at Chinook Winds Golf Course, is a neighborhood sports bar with a full-service menu, big-screen TVs and pool tables. Last summer, the Rogue River Room became the Rogue River Steakhouse, with a selection of aged Angus steaks and signature sauces.
In late 2007, the re-branding team turned its attention to the full-service restaurant at the casino hotel, which the Confederated Tribes of Siletz Indians purchased in 2005. A former Shilo Inn, the restaurant was known for its standard fare, Sunday brunch buffet, late-night lounge dancing and majestic ocean view.
“I think the menu was a little bit creative, but undirected. There were some great menu items, like the Thai Penne Pasta with Chicken, for instance,” Reynolds said. “There were different cuisines, but not anything focused.”
The team considered how different concepts, such as a T.G.I. Fridays or a neighborhood café, might fit into the casino’s dining portfolio. Customer polls, Reynolds said, revealed that casino visitors were looking for a friendly, reliable place to eat seafood. So that’s what they got. On Valentine’s Day weekend, the restaurant was re-christened Chinook’s Seafood Grill.
Chinook’s offers fresh seafood from around the world, with a focus on what makes Pacific Northwest cuisine unforgettable: Dungeness crab, halibut, salmon, oysters and clams. From Crab Cakes Benedict and Smoked Salmon Omelettes in the morning, to Seafood Louie Salads for lunch, Cajun Calamari at happy hour and the Captain’s Platter in the evening, the fresh new menu throws its net wide.
“We’ve had our hiccups (since the concept was implemented in February), but we’ve had some really positive feedback, particularly from members of the community. They’ve been saying, ‘This is great. We need a place we can trust, that will have fresh fish and reasonable prices and good food. And smiling service, too.’ I think we’re really getting there,” Reynolds said.
Not surprisingly, given the new moniker, Chinook’s kitchen has discovered new ways to prepare salmon. Reynolds’ favorite: a thick fillet that is roasted on a slab of Oregon alder that imparts a succulent smoky flavor. The Alder Plank Salmon is topped with Dungeness crab and a rich Hollandaise sauce, and served with roasted red potatoes for $19.95.
One of the top sellers at Chinook’s has been the Captain’s Platter: generous portions of broiled salmon, beer-battered halibut, Dungeness crab, pan-seared scallops, steamer clams, fried calamari, coconut prawns and fried oysters (and the new Fish House Fries, in case you have any room left). It’s a mountain of taste for $29.95.
The list goes on with local favorites like crab cakes (served with a chipotle aioli, $18.95) and Yaquina Bay oysters (deep-fried and presented with coleslaw and fries, $16.95), as well as herb-crusted Alaska Razor Clams ($18.95) and Coconut Prawns ($19.95).
But, in case you’re not in the mood for seafood, they’ve included new salads, sandwiches, burgers and pastas. The Herb-Crusted Prime Rib, which comes in 8, 12 or 16 ounce portions, has been very popular, Reynolds said. The menu also includes a New York Steak with Dungeness Crab, a Grilled Ribeye Steak and Filet Mignon.
Get acquainted
Perhaps you are a customer whom product marketers might call “change resistant.” Then Chinook’s appetizer menu might be an easy place to begin. All the nibbles — everything from the Shrimp Quesadilla ($7.95) and Dungeness Crab, Artichoke & Spinach Dip ($10.95) to the breaded Calamari ($5.95) and Half-Pound Steamer Clams ($5.95) — are half off during Happy Hour, 3 to 6 p.m., Monday through Thursday.
Happy hour is also a good time to sample Chinook’s drink menu, created by assistant manager Catherine Huonder. Sip an Electric Algae (Midori, coconut rum, Cruzan, cream and pineapple juice, served in a tall glass) or the Drifting Dory (Kahlua, vodka and Bailey’s Irish Cream, blended with a splash of Goldschlager, “It’s like a mudslide with cinnamon,” Huonder said). Things may get even happier when you and a friend or three order the Tidal Wave, a 48-ounce blend of Cruzan rum, Blue Caracao, pineapple juice and orange juice, blended and served in a gigantic martini glass.
After drinking in the Tidal Wave, you may find yourself ready for some breakfast. Chinook’s has kept the menu simple and filled with favorites like French toast, bacon and eggs. The new specialties of the house are Dungeness Crab Omelette and Reynolds’ favorite, the Crab Cakes Benedict.
“We take two crab cakes and put poached eggs on top, and add a little Hollandaise sauce. It’s a really great way to start your day. It’s not like Special K, but it is good,” he said.
On the horizon
The restaurant’s transformation actually began last year, when casino staff improved the outdoor entrance with new paint and a rock waterfall feature. The interior is next. In the coming months, a designer will be drawing up plans to give the space a nostalgic, yet upscale, seafood grill personality.
The restaurant’s new brand will mean changes in the music offerings, too. In the past summers, the lounge was host to live bands and DJ dance music on Friday and Saturday nights. The managers are going to let the young dance crowd migrate up to the Rogue River Lounge, in the main casino, and keep the music mellow at Chinook’s. On Valentine’s Day weekend, the pianist and recording artist Charles Suniga was very well received, Reynolds said.
Implementing the Chinook’s Seafood Grill brand has been a long time coming, and both staff and management are glad to see it finally come to pass. Now that all the restaurants have their own directions, Reynolds can do some fine tuning based on customer suggestions and comments.
“I think that with directed focus, Chinook’s can become a really good destination seafood restaurant. That’s the goal.”
The newly-launched Chinook’s Seafood Grill, at 1777 NW 44th St. in Lincoln City, is open from 7 a.m. to 9 p.m. Sunday through Thursday, and 7 a.m. to 10 p.m. Friday and Saturday. For more information, call the restaurant at 541-557-4306.
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| Visit Chinook Winds' latest creation, Chinook's Seafood Grill, in Lincoln City and see what they can do fo salmon (above), halibut (top of page) and your other favorite seafood dishes. |
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