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TONY RIVIERA
Chairman, CEO
With more than 25 years of experience as one of the countries premiere restaurant concept developers and visionaries; restaurateur Tony Riviera boasts a strong mix of Executive Management, Marketing and Franchising Chain development skills. Riviera’s vision, talent and expertise position Primo Hospitality Group restaurants for success. Always the global thinker, Riviera plans to expand his restaurant concepts nationally and eventually worldwide.
When asked to explain why he’s decided to branch out from a single location to a multi –brand hospitality group, Riviera replied, “My Partner, Charlton E. Lui, and I formed Primo Hospitality Group in January 2008, however, we had plans to launch the Primo brand nationally since day one. My passion is concept development and culinary development. I want people to be able to experience the Primo brand in different environments while still remaining true to our roots.”
Riviera launched his first Los Angeles location, Primo Gelato, in 2002. The gelateria was located in a small storefront in the Sunset Millennium complex, and was an instant success. Primo Gelato evolved to become Caffe Primo in 2005, and moved into it’s current location, a 3500 square foot indoor / outdoor café at 8590 Sunset Blvd. Caffe Primo was inspired by the grand Coffee Houses and Gelaterias of Europe. The restaurant is known to Angelenos for serving top-notch food, coffee and gelato in an elegant yet casual setting.
Riviera opened a second Caffe Primo location in May 2008 at the Americana at Brand mall in Glendale, CA; and has plans to open a 3rd location this winter in the rapidly up-and-coming area of downtown Los Angeles. Caffe Primo is poised for a national and international expansion within the next 5 years. In addition to new locations, Riviera has expanded the Primo brand to include 2 new concepts. The first to debut is Primo Bistro – a full service Italian restaurant focusing on traditionally prepared pastas, chops and seafood; opening this September in West Hollywood. Next up is Primo Cucina – a trattoria, pizzeria and gourmet marketplace opening this fall at the Barker Block development in the Arts District of downtown Los Angeles.
Additionally, plans are in the works for a 4th concept, Tonys, set to launch in spring of 2009 in downtown Los Angeles. Riviera states, “Tonys is my ultimate dream. This is something that I have thought about for many years. It is a multi-million dollar build out that will incorporate 3 private dining rooms, a floating wine room, a showcase meat locker, and the ability to do everything that I ever imagined in a restaurant.”
Riviera is no stranger to success. He currently owns and operates The Red Burrito, Canada’s largest burrito-restaurant chain. Furthermore, Riviera founded and served as President and CEO of the well-known Tony Maroni’s Gourmet Pizza chain. Other past restaurants include the critically acclaimed Andiamo, and The Manhattan Steakhouse, both in Seattle, Washington. Alongside his prolific restaurant ventures, Riviera served as a major league scout, baseball executive and team owner. He also founded the first and only international professional baseball league in Canada’s history, operating eight professional teams across the country.
A seasoned entrepreneur and businessman, Riviera has always placed a high priority on charity involvement, at times hosting class field trips at his restaurants designed to teach students fundamental business skills. “I came from a very poor family and had to provide for myself from a very young age. I realize the struggles that are out there for underprivileged children. I think I’ve been fortunate as an adult, and I believe that you get what you give in life,” he says.
Riviera’s recent accomplishments outside of the restaurant and hospitality industry include his role as Executive Producer of “The Perfect Game”, a movie Based on the true story of a group of boys from Monterrey, Mexico who become the first non-U.S. team to win the Little League World Series. The film is being distributed by Lionsgate and will be released on thousands of screens across the country.
Riviera has been featured on numerous national television and radio shows including CNN, CBS, Fox News, the Food Network and the Global Television Network, as well as numerous local televisions stations in the state of Washington. He has appeared in The Los Angeles Times, L.A. Confidential, Los Angeles Magazine, Angeleno, 944, Success Magazine, Business Week, The Wall Street Journal, and Nations Restaurant News, Inc. Magazine as well as many other highly acclaimed business and restaurant industry publications.
Riviera’s future plans include an expansion of Primo Hospitality Group to include several new restaurant concepts both nationally and abroad, and a boutique hotel chain. In addition to his culinary and hospitality endeavors, Riviera is currently producing another movie, working titled “Lines, Some Were Meant To Be Crossed” with his production partner, William Winokur, who wrote “The Perfect Game”. |
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