by David Chapman
Staff Writer
Officials of Jacksonville’s newest steakhouse are out to prove that not all steaks — or steakhouse experiences — are created equal.
Located in the Tapestry Park mixed-use development on the Southside, III Forks is one of six such steakhouses under Dallas-based Consolidated Restaurant Operations with other Florida locations in Boca Raton and Palm Beach Gardens.
Curtis Osmond is general manager and proprietor of the local venue opened in recent weeks and is optimistic about the business’ future.
“So far it’s been overwhelming,” said Osmond. “I feel like there’s nothing else like it in Jacksonville.”
Osmond has been with the parent organization for 16 years and helped open its Austin, Texas location, but the appeal of helping bring III Forks to Jacksonville had many layers.
Market research and the response of travelers from Jacksonville who experienced the restaurant in its other locations was great, he said, and combined with the relationship with Tapestry Park developers made the new venture a reality.
“It’s a great and growing location,” said Osmond of the Tapestry Park development. “Based on the response and everything that went into it, we felt like it was a great fit.”
While many steakhouses often have an air of exclusivity about them, explained Osmond, between the price point — entrees range from $12 to the mid-$30s — and atmosphere, III Forks is looking to deliver something everyone can enjoy.
“From a night on the town to meeting friends for dinner and a date night, we want everyone to feel welcome,” he said. “We want to be a part of the community and embrace it.”
Along with price, it’s that difference in atmosphere and accessibility, he said, that will help people see the difference in III Forks.
Opening a new business in this economic environment can be tough, but some of the biggest hurdles Osmond has faced came with expenses to ensure the maintenance of quality and the training of its staff.
The steakhouse employs around 90 people, he said, and Osmond and others will further their introduction to the Jacksonville community by donating net proceeds from gift cards sale today through Thursday to the Sulzbacher Center.
“They do a lot of good and with the holidays coming up we thought it’d be a nice way to introduce ourselves and reach out,” said Osmond.
Osmond himself has become a part of the community, as he moved from Texas with his wife and two children to Ponte Vedra two months ago to begin the business venture. The southern hospitality he’s met thus far has been a welcome reminder from growing up in Texas and reinforced his idea of Jacksonville as a winning market for the endeavor.
“I think Jacksonville is ready for a restaurant like this,” he said. “I’m really looking forward to being a part of it.”
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