{image1}Eric Fowlkes wants Club 311 to be what Milwaukee's downtown has needed for a long, long time -- a lounge where good food, spirited conversation and lively jazz entertainment can stimulate a diverse environment.
His history of successful establishments is his trump card. Whether it was at Sunday's Appeteazer's at the Grand Avenue Mall or Saturday's on the near south side, Fowlkes has pleased many an appetite by building a reputation for cooking up the finest burgers, catfish, greens and candied yams around town. And reasonably priced, too.
Now, he's going for a perfect blend with Club 311, located at 311 E. Wisconsin Avenue (formerly Meurer's Bakery).
"We want people to come in and relax and have a good time," Fowlkes says. "We know the food is good. We just want to add some good music and a friendly atmosphere to the mix."
That's a good thing. Fowlkes knows Milwaukee lacks the type of lounge Club 311 hopes to offer patrons who remember what the downtown nightclub scene used to be like in 1970s and '80s. The early response is already favorable. Club 311's Grand Opening is scheduled for November 5.
"We're quite pleased with the reaction to Club 311," Fowlkes adds. "We've been doing lunches for over a week and our specials have gone over well. We expect our crowd to be quite diverse, the 30 and older crowd.
"Downtown Milwaukee hasn't had a nice lounge like this for a while. Not loud. We suspect professionals of all walks and color will take advantage of our lunch menu, and comeback for dinner, too. We have a diverse staff, an excellent mesh. Milwaukee has been too segregated with its clubs scene. We want this to be inviting to all young professionals looking for a nice night out."
It should. With seating for 200, Club 311 offers plenty of elbow and leg room with unique high-back leather chairs and wide leather benches at tables of four and six. The bar is elongated and deep, reducing that cramped feeling associated with the rail. The leather backless stools are distinctively bench-like, cozy enough for two.
Club 311 also has an extraordinarily large party room in the back, perfect for private gatherings or as Fowlkes envisions it, "We see it as a multi-function room, large enough for conferences and Saturday morning business or private meetings. We may even use this room for some private jazz sessions. It'll be perfect for a lot of organizations."
Adding a local flair to the décor, Fowlkes is most proud of the dramatic style incorporated by 21-year-old Johanal Reed, whose 11 original oil paintings trimming the dining area, portray young people of color enjoying city-life through movement and sound.
"We're definitely looking to do live entertainment," Fowlkes says. "Milwaukee needs a place to go and hear jazz entertainment and enjoy a nice meal."
Club 311 will provide that, and more.
It'll offer three separate menus, from daily lunch specials to full size dinner entrees to Sunday brunches. Club 311 specializes in Southern and American cuisine. Its top priced luncheon item is a Large Fried Shrimp entrée for $12. But that comes with fries or a side order, a southern biscuit and a 12-oz. soft drink. Topping the dinner menu is an eight ounce Rib-Eye Steak, also with all the fixings for $16. And the Sunday Brunch top item is a $10 special of the aforementioned items. Not bad.
{image2}Club 311 presents 15 "appeteazers," soups and sides with what Fowlkes proclaims, "The best macaroni and cheese in the world. I'm telling you, no one's grandmother makes it better than us."
Among the nine entrees, Fowlkes puts his Catfish and BBQ Wings up against any other served in town. And together with a side of Candied Yams, Black-eyed Peas with Smoked Turkey or Butter Beans and Smoked Sausage, patrons won't be disappointed.
His 311 Burger was a staple at Saturday's and should carry the same hunger satisfying credentials at the new locale.
"Saturday's was one of the hottest places in town," Fowlkes points out. "At Saturday's we served more burgers and fries, so we'll take a blend of that and what we offered at the Mall. Every Saturday we had a soulful buffet. That was huge. People remember that and how well we did at the Mall, so they've been excited for us to open up here."
And for dessert, Club 311 serves a choice of five, with the Peach Cobbler headlining the list. "That's my baby," Fowlkes says. "It's to die for."
Club 311 will also offer "the gamut" of drinks according to Fowlkes. He said the lounge will present a number of flavored martinis, imported from the Windy City.
"Two of my favorites are what I call the 311 Martini, which is designed to change on a quarterly basis, and the E-Tini, a fusion of different fruits -- a fruit punch-type of martini -- with vodka. I've worked with some well established lounges in Chicago, so you can say we're bringing a little bit of Chicago to Milwaukee."
But it's the food that'll keep customers coming back. And why Fowlkes' longtime customers encouraged him to open a lounge like Club 311.
"We really want people to come here for the food," Fowlkes says. "I know just from what people have told me, they've wanted us to do something like this. But it's the food and drink, good service and nice atmosphere that will keep people coming."
Having a pleasant sound in the club will also help drive interest.
As one staffer put it, "Club 311 is a neo-soul lounge, with an entertaining blend of jazz, soul food and just good vibes."
Just what Milwaukee's downtown has needed for a long, long time. Just what Fowlkes had in mind.
Club 311, 311 E. Wisconsin Ave., is open daily for lunch, 11 a.m.-2:30 p.m.; open for dinner, Monday-Wednesday, 5-10 p.m., Thursday-Saturday, 5 p.m.-2 a.m.; and Sunday Brunch, 11 a.m.-5 p.m.
