After Hours GB: A New Dining Concept That’s Not A Restaurant
A Gen Z-er establishes the next generation of dining in Great Barrington.
Here’s what After Hours GB isn’t: It’s not a food truck, and it’s not a one-off dining popup or a catering service. It’s “the next generation of dining,” according to its owner, Kevin Kelly, and he ought to know, since he’s a Gen Z chef/entrepreneur who found a way to cook and explore without being tied down to a brick-and-mortar location. Here’s what After Hours GB is: a restaurant without a home, one that for the past six months has been landing at other restaurants and venues, taking over with an array of, for example, themed menus, Sunday brunches, and family night dinners. Most important, Kelly has designed After Hours GB to be a collaborative venture, hence the company’s tagline, “Fostering Community Through Local Partnerships.”
Kelly, who’s 24, figures he’s a third or fourth generation Berkshirite who worked in local kitchens as a teen. He moved to Boston and returned home last December, ready to work on his own thing, wanting to cook and explore to his heart’s delight.
“The idea of this [model] started as a result of not being able to open a brick-and-mortar restaurant,” Kelly says. He did consider a couple prospects, and went through all the motions, coming up with menus and looking for employees. Then he stepped back. The traditional restaurant model was just not financially sustainable, especially in the Berkshires, where business is so seasonal. If that doesn’t work, Kelly thought, what does?
Kevin Kelly, chef and owner of After Hours GB
“The restaurant industry is begging for change,” he says. But change can’t be done alone. “We have to be working together.” For the restaurant-without-a-home concept to work, he would have to collaborate with local businesses and restaurants, making change alongside each other. Some restaurateurs have been very open to the new concept while some have been hesitant, not really understanding the concept. “Where are you located” or “where’s your truck” are frequent questions.
Kelly’s first event was on New Year’s Eve at Mooncloud. From that point on, through May, it was a proof of concept, trying different things. There have been brunches at Mooncloud, a takeover of the menu at GB Eats, Lunar New Year and Cinco de Mayo parties, Italian-themed dinners, a Mother’s Day Brunch, setups at farmers markets and wine shops, and most recently, a grand opening for Paige’s Place in Otis.
“The was a gratifying event,” Kelly says. “We were exposed to people we haven’t been able to serve before, very local and community minded. We got to see firsthand the collaboration of community in action.”
Running a not-restaurant this way isn’t beneficial only for After Hours GB. It brings added value to the venues it inhabits; Kelly books events for the hours and days of the weeks that most businesses and restaurants are closed. But they still have fixed costs — rent, overhead — even when they’re not bringing in revenue. After Hours GB allows them to be open during closed periods, and offers another revenue stream, especially when partnering with places that have beer, wine and liquor licenses. (Until recently, the Egremont Village Inn served as a commissary and location for many of the events, but with the Inn at capacity, Kelly is searching for a new home base.)
“We curate the experience case by case,” says Kelly. “We put a lot of time and thought into it. What’s going to generate the best feeling for our guests?” Having trained in highly rated kitchens in Boston, as well as locally at Cantina 229, 20 Railroad Street and others, Kelly says his food reflects an international influence with a local focus. “I’m trying to create tasty, delicious food that’s locally sourced, sustainable, and has a great connection to the area.”
Did the concept prove itself? “The interest has been overwhelming,” Kelly reports, a remarkable feat in six months. Marketing is by word of mouth (and, indeed, Rural Intelligence was alerted to After Hours GB by a reader — a satisfied customer).
As sole owner, and with labor near impossible to find in the Berkshires, Kelly has had immense support from friends who form a part-time staff. He’s trying to bring in a couple more people, and thinking about added offerings as the company grows. Catering licenses and curated events that After Hours GB can host on its own are future possibilities.
“Doing what I love and being able to see small amounts of positive change in the community makes every day that could feel like setback not feel so bad,” Kelly says. But as potential partners realize the benefits of working with After Hours GB, it looks like setbacks will be few and far between.
Check the website for upcoming events.
