The Opening of La Veranda's New Outdoor Lounge in Philadelphia

Having been in Philadelphia for nearly 10 years, it is still shocking I have never stopped in to La Veranda Ristorante. Okay, no it really isn't. La Veranda is pricey and foo-foo, but not necessarily classy or urbane. I had always heard it was a favorite place for Philadelphia's up-n-coming mobsters. Having now been there, I can believe it. Flashy without substance, chintzy but not cheap, La Veranda reeks of Soprano's style grandeur.

Still, the location is incredible. Situated on the dock at Pier 3 of Penn's Landing, you can really overlook the unusual ambience while sitting on the water. La Veranda clearly knew they had an image problem, and when opening up their Lounge, they hired the hip-promoter of the moment Rachel Inc. to bring out the glitterati to the joint. Unfortunetly, even Ms. Rachel was a bit taxed to make La Veranda cool.

While being located on the water is a fabulous alternative to a stuffy inner city bar, the locastion is also a problem. Many Philadelphians just aren't ever going to trek down to the river no matter how much free liquer you offer the,. Plus, this is for a restaurant and bar that has been for ages completely off the radar of every nightlifer. The turn-out for opening night was okay, but I got the distinct impression that Rachel had leveraged, bribed, blackmailed and begged every close friend she had into coming out. If you weren't in this "in-crowd," you might have felt a bit unwelcome. This is bad, considering your possibly already in a situation where bumping into someone in the men's room could lead to a shanking.

Ambiance criticism aside, the aesthetic of the Lounge is much like the rest of the place, and it is not one I think I'd revisit anytime soon. If you have found memories of an old-world grandmother and her plastic-covered furniture, then this might be up your alley. The opposite of shabby chic, over-priced un-oppulence was in effect. The result, a downer. I simply cannot imagine paying a tax cab to haul my ass to a lounge where aqua and pink floral prints are considered "it."

So yes, I hate to say it-and it could possibly lead to my disappearance-but the Lounge at La Veranda is not for me. Don't let my review dissuade you from visiting, it might be up your alley. Frankly, I think it proves a point we too often forget. Hiring a promoter to appeal to a younger crowd is only successful, if you have an idea of what actually appeals to a younger crowd. Better luck next time, Rachel.