Last May, we learned from Feast that the forces behind Baja Sharkeez, Ron and Greg Newman, were planning a more upscale place called Palmilla Cocina Y Tequila in Hermosa Beach. And yes, almost every word in that sentence kind of makes us cringe. Still, the place is opening on November 8th and is setting itself up to be like The Red O of the South Bay rather than the next celebration of spring-break-at-home.
They don't have Rick "I am the King of Masa" Bayless on board, duh, (and really, we're starting to wonder a little about The Ricker's commitment to Red O anyway), but they do have Red O's designer Gulla Jonsdottir bringing the space to life, with a patio feeling a little sea-breeze and a restaurant and bar with about 106 seats.
Meanwhile, the Newmans plan to make this a fine-dining, "regional" Mexican restaurant with home-style cuisine that uses fresh seafood (we should hope) and fine cuts of beef. Also, good tequila will play a big part of things, perhaps to make up for the many sins committed in the name of bad tequila at Sharkee's.
Owner Greg Newman is quoted in a press release as saying, "We are intent on wooing back the patrons that were once ‘Baja Sharkeez‘ fans that are now grown up, and who desire a fine dining experience in their neighborhood." And there you have what you've long held your breath for, a mention of "Sharkeez fans" and "grown up" in the same sentence. Still, if Casa Pulido isn't cutting it, you may want to venture in for a looksee.
Pamilla Cocina Y Tequila, 39 Pier Ave. Hermosa Beach.