ML - Vegas Magazine

2013 - Issue 3 - May/June

Vegas Magazine - Niche Media - There is a place beyond the crowds, beyond the ropes, where dreams are realized and success is celebrated. You are invited.

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TASTE NEVER DATED Firefly's Spanish vibe is enhanced by the décor, as with this portrait of a flamenco dancer. LEFT: Fried banana and Nutella sandwiches Firefly diner Rachael Ray 94 continued from page 92 all the change out of the couch." Unable to afford food for the entire day, Simmons would buy some in the morning, and as cash came in from diners, he would buy more (with help from tip money he borrowed from his employees). Through all the setbacks, he kept going because he felt he "had people counting on me and owed it to them to keep pushing forward." His tenacity paid off. Simmons eventually sold his house to finance the restaurant, bought out his partner, and changed the vibe from café to lounge. Once he had control over everything, his fortunes began to turn. "I constantly tweaked all the little things," he says. Now that Firefly is successful, he maintains its popularity by constantly striving to create a fun, social atmosphere with good food and service at affordable prices. And the ever-growing menu offers enough options to "eat here every day for a month and not eat the same thing." To navigate that menu, Simmons suggests starting with a chilled dish, like a traditional gazpacho or a salad featuring julienned green apple and Manchego cheese with a light sherry vinaigrette. Next, move to the beloved bacon-wrapped dates or tierra y mar skewers of grilled filet mignon, roasted-tomato stuffed shrimp, and chorizo with salsa verde. Then toss in some delicious standbys such as Serrano ham and Manchego cheese croquetas or herbed cheese-stuffed piquillo peppers in tomato sauce. "And of course," he says, "you have to have our paella!" It also goes without saying that a meal at Firefly should be accompanied by one of its famous sangrias or flavored mojitos. Simmons says his proudest moment came when he was able to write checks to his early investors—and see his dad retire early because of his investment in Firefly. "There was never really an aha moment where I knew I was going to succeed," he says. "It was a slow process." fireflylv.com V Ten years later and all the original items can still be found on Firefly's menu—and they're as popular as ever. Pork empanadas, fried banana and Nutella sandwiches, croquetas.... "They are tried-and-true," Simmons says. But it's the bacon-wrapped dates, stuffed with a salty smoked almond and served in a red wine reduction with a sprinkle of blue cheese, that he calls "the perfect bite." Offered since opening day, they are the best-selling item on the menu, with more than a million sold to date. AND THEN THERE WERE THREE Firefly's locations on Paradise Road and in Summerlin proved so popular that Simmons opened one in Henderson, making Firefly the only restaurant with locations near the Strip and in both suburbs. Simmons says he tries to keep the vibe consistent so his patrons know what to expect, but that differences have evolved. He describes the Paradise location as higher energy, louder, and packed with a younger crowd, while the other two have personalities reflecting their neighborhoods. Stay tuned for the Paradise location's move a few doors down—with new kitchen digs to play with. PHOTOGRAPHY BY TAYLOR HILL/GETTY IMAGES (RAY); T. NATHAN GRANT (EXTERIOR) ABOVE: Baconwrapped dates VEGASMAGAZINE.COM 092-094_V_SC_SMD_MAY/JUNE_13.indd 94 4/19/13 11:35 AM

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