Reimagined Tavern in Denver has a big stake in Rockies' success

DENVER — From their loft in LoDo, diehard Rockies fans Jeff and Ashley Moerke can peek into Coors Field. They often assess the size of the crowd.

Jeff, a Colorado native, began attending Rockies games as a kid growing up in Arvada. He says he can name the starting lineup for the 1995 team that christened Coors Field. Jeff even got to play a game at the ballpark as a member of Pomona High School’s baseball team. He called it “mind-blowing.”

Ashley, a transplant from Ohio, watches as many Rockies games as she can.

But the couple has more than a fan’s interest in hits, runs, errors and the final score. They have a bigger stake in the Rockies’ future success or failure as the new owners of The Tavern on Blake Street, which is scheduled to open on June 20. The Rockies host the Pittsburgh Pirates that night.

“‘Ash’ and I understand that if the Rockies have 49,000 people sitting in that stadium most nights, it’s because they are going to be in contention and playoff-bound,” Jeff said. “So, obviously, the opportunity for more customers is greater. More butts in seats over there, more butts in seats here.”

The Tavern on Blake Street is a reimagined restaurant and bar built on the bones of the iconic Blake Street Tavern that operated for nearly 20 years before shutting down in April 2023.

“The name is an homage to the original,” said Ashley, who tended bar at the original Blake Street Tavern from 2013-15 when she moved to Denver. “This place meant a lot to me. I found a family here.”

The Moerkes, who met in LoDo, also own and operate The Tavern Kitchen & Bar in Snowmass and Carbondale, as well as Il Poggio, an Italian eatery in Snowmass.

So why resurrect a restaurant in Downtown Denver?

“For both of us, opening The Tavern on Blake has a lot to do with nostalgia,” Jeff said. “This was a communal sports hub for locals who live right down the street, or for anyone passing through. It was 100% the place to be if you were into sports. I came over here all the time when I was in my 20s, then I’d head over to the Rockies game.

“This place can be every bit as alive as it was 20 years ago, or 10, or five years ago. People want to see it put back together.”

Down times in LoDo

Since Coors Field opened in April 1995, multiple bars and restaurants in the area have come and gone, for several reasons, including the COVID-19 pandemic. It’s difficult to pinpoint exactly how much impact the Rockies’ success has on Colorado businesses. However, a recent study by the Common Sense Institute projects significant economic gains if the Rockies were ever to evolve into a big winner.

The report, “If the Rockies Rocked: What Colorado Would Gain from a Top-Ranked Baseball Franchise,” concluded that:

— A “top-ranked Rockies team” would generate up to $262 million more in Colorado consumer spending.

— Total home attendance would rise from 2.4 million to 3.5 million — a 44% increase that could bring an estimated 55,000-275,000 additional out-of-state visitors. The report concluded that a 44% surge in attendance could generate $37 million to $185 million in new direct spending during the regular season.

— A first-place Rockies finish could mean up to 11 home playoff games, contributing $33 million-$55 million in visitor spending and bringing total new direct spending to approximately $70 million-$262 million.

The Rockies, coming off three consecutive 100-loss seasons and on their way to their eighth consecutive losing season, have a long way to go before those attendance figures, or that kind of money, are more than just a pipe dream.

Last season, the Rockies drew 2.4 million fans to Coors, an average of 29,687 per game, the lowest since 2007. So far this season, the Rockies have averaged 26,556 fans per game, on pace to finish with a total attendance of 2.2 million. However, crowds at Coors Field traditionally increase as the summer heats up and popular visiting teams, such as the Chicago Cubs and Boston Red Sox, come to town.

In 2018, the last time the Rockies made the playoffs, the team drew 3.02 million fans to Coors, an average of 37,233 per game. In 1995, the year Coors opened and the first time the Rockies qualified for the playoffs, 3.39 million fans (47,084) flocked to the LoDo ballpark.

Jeff and Ashley aren’t counting on 11 home playoff games anytime soon, but they have high hopes.

“Hey, the Rockies are better, and they made some changes (to the front office), so that’s good to see,” Jeff said.

The couple also has a game plan. They figure to attract crowds for Broncos, Nuggets and Avalanche games, as well as college sports. The original Blake Street Tavern was a mecca for Colorado Buffs fans under the ownership of Chris Fuselier, the previous owner. Plus, the Tavern on Blake Street will also host private events.

Upgrades are ongoing as the grand opening nears. The date was pushed back due to HVAC and patio repairs, and costs reached about $1 million.

The 19,000-square-foot space will feature 84 TVs, including a “TV wall” in the basement. An arcade is now in the old tailgate room on the main floor, featuring video sports games, pool and darts. The basement will have a stage for live music and DJs on Thursdays, Fridays and Saturdays.

The menu will feature staples — such as burgers, green chili, nachos and wings — from the Moerke’s other taverns in Snowmass and Carbondale, alongside elevated options, including pricey tomahawk steaks and caviar.

“Just having drinks isn’t the thing anymore,” Jeff said. “It’s not just $6 for a bucket of beers that’s going to draw you in. Now, it’s more about, ‘How can I entertain you? What can I do to keep you here?'”

Added Ashley: “We became a place for the community in Snowmass. The ski instructors would bring in their families for dinner and might be seated next to the tourists they taught on the slopes that day. We want that kind of community in Denver, too.”

____