<p>Flatbread, the popular wood-fired pizza franchise near the Martha’s Vineyard Airport that has hosted fundraisers, family dance parties and concerts, will not reopen this summer, owner Jay Gould has confirmed.</p> <p>“The season is too short for us. We do very well in July and August, but it’s not enough,” Mr. Gould told the Gazette in an email early Tuesday.</p>
Flatbread, the popular wood-fired pizza franchise near the Martha’s Vineyard Airport that has hosted fundraisers, family dance parties and concerts, will not reopen this summer, owner Jay Gould has confirmed.
“The season is too short for us. We do very well in July and August, but it’s not enough,” Mr. Gould told the Gazette in an email early Tuesday.
Mr. Gould, who owns the building along with Brion McGroarty, the owner of MV Wine and Spirits next door, said he hopes someone may want to take over the restaurant as a new franchise owner. “As an independent franchise it may be financially viable without all our corporate overhead. This would be our first choice,” he wrote.
Meanwhile, the Flatbread building has been placed on the market with an asking price of $1.15 million. The owners of the building also hold a lease with the Martha’s Vineyard Airport for the land where the building is situated and two adjacent lots used for parking. Records provided by airport manager Sean Flynn this week show that the building owners are currently paying approximately $26,000 annually to lease the three lots. The lease runs until 2016.
Flatbread has been operating since 2010 in the space that formerly housed the Hot Tin Roof and Outerland nightclubs. For the first two years Mr. Gould partnered with Nectar’s, the Burlington, Vt., nightclub, but in 2012 the music promoter bowed out and Flatbread took over as the sole owner. Mr. Gould is the chief executive officer of the Flatbread Co., a franchise of the American Flatbread Company in Vermont.
The first Flatbread pizza restaurant under Mr. Gould’s ownership opened in Amesbury in 1998; Flatbread restaurants can now be found from the Hamptons to Maui. The pizza is baked in a handmade clay wood-fired oven using organic flour and ingredients sourced from local farms. The environment is deliberately casual and all Flatbreads host weekly fundraisers for local organizations.
But in his email Mr. Gould said the extreme seasonality of the Vineyard has been an obstacle.
“There was only one problem — the short season — and this is something we cannot fix,” he wrote. “We loved the Island and in a way it was the perfect place for Flatbread — and as most of us at Flatbread are surfers and beach lovers, having a store on the Vineyard seemed great. We were only open in the summer and the Island has an abundance of local and organic farms. Using local and organic food was something we pioneered 16 years ago before it became popular.”
He concluded on a note of thanks:
“We would like to thank our fantastic local Island crew and Tina Miller our manager, Julia Celeste our assistant manager and Karen Dutton our kitchen manager. We would also like to thank all of our Island supporters.”
Comments
Sad news! Loved their pizzas!
Gail EdgartownSad news! Loved their pizzas!
Please don't go! Flatbread
Brooke West TisburyPlease don't go! Flatbread was our family's "happy place" on the island. Great food & great vibes. You all will be truly missed.
So the corporate owners
Charles Oak BluffsSo the corporate owners couldn't make it as the owners because of "overhead" but somehow as a franchise that would pay a royalty and purchasing costs of the name that would be your first choice? Sounds like someone has found out the vineyard math formula. Its much better to be a landlord and watch others work to pay rent than to have to work for it. Bring on the strip club. It's the perfect location.
What about gift certificates
JanetWhat about gift certificates that were issued?
They are good people that
HeideThey are good people that stand by their name. Get in touch with their corporate office in Hampton NH. I'm sure they will refund the value of your gift cards if you don't think you'll use them at another location.
So sad! We loved it there.
SuzySo sad! We loved it there.
Very sad - I loved Flabread.
ELizabeth ChilmarkVery sad - I loved Flabread.
Why not rent the kitchen to
Brenda OBWhy not rent the kitchen to young/beginner bakers and cooks? Try hourly or in 3-4 hour stints?
Win win. Then those who have no access to a commercial kitchen could offer items homemade.
I understand some students at MVRHS culinary arts could wow you with their talents.
sad to see flatbread go...
E Mvsad to see flatbread go... But that spot would be awesome for a grocery store like trader joes!
so disappointing! Great pizza
Sarah west Tisbury Maso disappointing! Great pizza.
cool. So dump the franchise
John Wilson Chilmarkcool. So dump the franchise and come back as "Flatland". Please don't dissappear.
This is not a shock. I am
Not surprised Martha's VineyardThis is not a shock. I am sure the lease from the airport is not cheap for a 2 month operation. The only one to blame since nobody is pointing the finger is the Chamber of Commerce. They have taken a 4 month season and dwindled it to a 6 to 8 week death sentence for most businesses that are trying to employee people year round. You can only rest on "the president vacations here" and "we have white sandy beaches". A marketing plan for the world famous island is missing from their vocabulary.
Really sad. Love the food,
Amy West TusburyReally sad. Love the food, the staff, and the environment was great for kids
Trader Joes would be awesome
TO: "Not Suprised" - maybe
Lawrence New YorkTO: "Not Suprised" - maybe you need to re-read the article as your comment is irrelevant sorry.
I have read and re read the
Not surprised Martha's VineyardI have read and re read the article several times. Being from NY , you possible are a summer resident or have visited this lovely island from time to time. What you don't see is the shortness of the season and that exactly what this article states. This company, and many that have tried in the past few decades, have met with the same sadness and reality. It is nearly impossible to run a self standing operation such as this in such a short time frame. Flatbread is a loss to many charities, school gatherings (All outgoing 8th grade classes have met here to ease into High School) and just plan decent people and food. Tina did an outstanding job but the short season was to much to over come. This island used to have a much longer season when the SSA had guaranteed standby and a flourishing wedding season on both ends of summer. Caterers (such as me) all got fat with weddings, bar and bat mitzvahs and parties that extended well into the late fall. All that is gone. I do blame the chamber for no marketing plan and no voice to stand up for the businesses on this island. I stand by my original comments.
RE: Your comment "I am sure
Lawrence NYRE: Your comment "I am sure the lease from the airport is not cheap for a 2 month operatio"
The article states he owns the buidling
L from NY owns the building
Beatrice ChilmarkL from NY owns the building not the land , airport lease, read the article again. FB did lots of great things for the island. The season makes it tough
I have to wonder how much of
concerned tisburyI have to wonder how much of this relates to the airports management of the property. It's also curious that Deb Potter and Sean Flynn said on mvtv at a county commissioners meetings that flatbread would not release their interest in the parking lot across the street for the County to put up a center for living building. If they were losing money why not give that piece of land up to cut overhead costs?
To "Not Surprised:" I don't
just saying VHTo "Not Surprised:" I don't like to speak for other people, but I believe that "Lawrence from NY" might have been referring to your comment about a 2 month lease from the airport being expensive. The article clearly states that Mr. Gould is a co-owner of the building. While I agree that
I too loved Flatbread. And
Peter Simon ChilmarkI too loved Flatbread. And Jay and Tina are first class. But the location has never leant itself to a 8 month enterprise. Just ask Carly, Herb, George, Barry, Mona and the Nectars people. They might have been better off reconstructing the Hall disaster in VH, for example (Capawock). Our gallery does well from May through December. And I don't blame the Chamber. They try to bolster the shoulder seasons, and the wedding industry is the glue. The only possible good outcome would be to become a non profit and have great musical events 9 months a year. Hoping someone steps up to the plate and hits it out if the park!!
@Just Saying. Thank you for
Not Surprised martha's vineyard@Just Saying. Thank you for the clarification. What I meant by the two month comment was that Flatbread stated they had a successful July and August, above their expectations and above off island Flat Bread locations as well. They said that as they tested the shoulder season, well, it just proved as not successful.
I know Flatbread's lease with the airport is for longer but essentially they only made positive cash flow for two months out of the year. I too wish they were more successful year round but totally understand and commiserate with the difficulty of running a restaurant on MV.
That's where I blame the Chamber of Commerce for the shoulder season non marketing plan. The chamber pushes an arts crowd now which does not draw a substantial group to want to come to the island in the shoulder season. Quite possibly the summer but people don't come here to buy art. Once they're here the MIGHT buy art but they come for other reasons.
Is there some "secret lease"
Lawrence NYIs there some "secret lease" with the Airport while the article states THEY OWN THE BUILDING? Maybe I'm just dumb being from NY where that is not the norm here. Paying a lease and also owning it! LOL
Not knowing you, it's hard to
Lawrenceisconfused Martha's VineyardNot knowing you, it's hard to say whether or not you are "just dumb". Not knowledgeable is more likely. The businesses that own their buildings at the Airport pay to lease the land where the building is located. Same situation exists at the Campground in Oak Bluffs.
Records provided by airport
Peter Oak BluffsRecords provided by airport manager Sean Flynn this week show that the building owners are currently paying approximately $26,000 annually to lease the three lots.
They may own the building but the land it sits on is controlled by the airport
How can MV extend the season
SharonHow can MV extend the season so June, Sept, Oct. To Columbus Day. More ferries that have standby would make a difference.
As I understand it, the LAND
Peter Simon ChilmarkAs I understand it, the LAND is leased for 99 years from the Airport, but Flatbread actually ownes the BUILDING itself. The "Hot Tin Roof" was created for MUSIC with a rather simple food menu as a secondary feature. It did well for many yeras (through the 80's) until drunken driving laws became more stringent and strictly enforced. Thus, people became afraid to go out there at night. If Flatbread chose to keep serving pizza on the patio AFTER the musical performances got underway, and/or created a more caberet style atmosphere where food was served (to tables on the dance floor) during certain types of performances, I think the season could be expanded. I hope Jay and others will consider that option....
The land is leased - it is
margaret vhThe land is leased - it is not included with the building. So yes they own the building but pay a lease fee for the land it sits on
Quite sad. Has any other
RD WTQuite sad. Has any other eatery closing generated so many comments? Flatbread was one of the few really special places we as a family regularly looked forward to going to after a long days work. I wish they could pick that building up and plop it right down onto the Boch property at Five Corners.
So Lawrence from NY? Do you
Not Surprised martha's vineyardSo Lawrence from NY? Do you understand now? Hope so.
The only way to extend the shoulder season is just to long to start here. Why doesn't the Gazette do an article on how to do just that. By creating a shoulder season you extend all the extra cash in all employees pockets which allow for better shopping etc etc. Yes, the trickle down theory DOES exist on Martha's Vineyard but it all starts with the Chamber of Commerce and a marketing plan.
Peter Simon, not only did drunk driving laws changed but the cost for good live entertainment went up exponentially. It was two expensive for groups to come and Barry and Mona turned to Reggae, which while amazing with some of the performances wore thin with islanders which missed the good ole bands and names that used to show up. What that place needs now? I don't know but I hope it's something we can all get behind.
I might consider a
Paul adler West TisburyI might consider a partnership arrangement. Email [email protected]
Our whole family (our kids
George Henn Union Beach NJOur whole family (our kids and grandkids) loved the place! This is sad news indeed.
Seems to me the "season" has
Ken Esq EdgartownSeems to me the "season" has been extended quite a bit over the past 30 years. Used to be the only people you'd find here in June or after labor day were fisherman and year-rounders. June is now very busy and there are still crowds showing up past Thanksgiving.
I'm sure Flatbread made good food, but there are a lot of pizza places on the Island and many sell a similar product at a similar price. There are far less "convenient" locations that seem to do well when they serve different cuisines with a more varied menu.
It's a great space (we had our wedding reception there) and I'd love to see national music acts return someday.
It's far from a strong off /
Not surprised martha's VineyardIt's far from a strong off / shoulder season. To compare an extended season with 30 years ago where the only people you'd find here after labor day were fisherman just goes to show how times have changed dramatically. For one, we used to have a thriving commercial fishery which no longer exists. June is weather dependent and there are no crowds after Labor Day except a weekend busy through Columbus Day.
The advent of the internet has changed many a thing and continues to do so. You just can't compare this current day island with 30 years ago.
Unfortunately, Flatbread just
Cara Slats West Tisbury / BostonUnfortunately, Flatbread just didn't bring in the acts that the Roof did years ago. I have fond (and foggy) memories of the After Beach Party with Entrain, Parliament, War, Peter Tosh, Jimmy Cliff...and Cappy's raw bar out back. Lately, the location is tough to commit to for a full evening, even though the pizza was amazing. I loved their dedication to local fundraising but those events won't pull at the heartstrings of the millennial summer guests.
We need to keep the music scene vibrant and support the local artists, along with bringing back larger acts. Give them a large stage closer to town, like the old Atlantic Connection setup. Having a "concert venue" take over one of the slum lord owned Hall properties would be an excellent option...and there are so many to choose from!
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