This is the story of what happens when a couple, a New Zealander and an American, decide to open a wine bar and wine shop on Duval Street in Key West. This is true account of the highs and lows of trying to start up a bar. Be ready over the weeks and months to experience the joy and drama.

Thursday, November 18, 2010

Valerie:
I have been so caught up in running the business I haven't been keeping up with this blog. I knew there would be a lot to keep us busy but it's taking me some time to get used to this feeling like I will always be 5 days behind everything...

This is the run down from the past month..

The place is be coming increasingly steady in there. I believe the novelty has worn off which means that everyone that has been in there recently have been because they choose to be. Guests have made Vinos part of their nightly stops. For that we are pleased.

Our wine selection are be coming refined and heading in the direction we want to be taking it. While it is a nonstop battle with keeping the selection recognizable but new and different to our customers it seems to be working. Everytime we introduce a new wine we contemplate whether anyone will be interested someone ends up enjoying a bottle. If we could just get through all the holiday wine shows without getting tipsy we'll be alright.

Life seems to happening fast around me and it's becoming hard to digest everything. We've already gone through Fantasy fest, parrotheads, and boat racing with Thanksgiving dashing around the corner. Last week my boss from my other job Louies backyard Pat passed away. I had a lot of respect for her as a person and business woman and it's hard to believe that she is gone. It reminds you how the people behind a business really make a place. In the week and half that she has been gone the place is changing rapidly. Selfishly I liked having one place remain unchanged for the two days I worked there.

One of the best thing that happening right now is the personal touch that Clayton and I are able to put into the business. The place can evolve around our personalities and tastes to become a collabration between two very different persons. Clayton has this attention to detail in considering little ways to make the customer happy. He's put a little valet station in the bathroom in case someone needs a tampon, breath mint, and sewing kit and added lap blankets for when the air chills over the winter. Every night he's constantly adjusting the music and lights to create the perfect atmosphere. I've been able to bring in some enjoyable events to Vinos for unique touch. Every sunday we set out a mimosa bar with different fruit and nectars and we've brought the cook off to Vinos. This is a chance to try some good food and raise money for local charities.

All and all the place is evolving nicely and starting to really play up to it's potential. There is still a lot of work to do but we are getting there...

Saturday, October 23, 2010

Looks like we made it...

The floor is getting that worn wine cellar look we wanted, the wine racks are filling up, the seats are filled with wine drinkers, cheese plates are being ordered. We are where we want to be. We are evolving the way we want to be. I heard someone the other day say that they were going to stop in at Vinos later. It was one of those pleasing moments as I thought I know that place. That's mine...

We've had some friends visiting from Alabama and New Jersey recently. These are the type of friends that support and believe in you on any adventure you undertake. It's nice to know how far you can come with real friends behind you. It makes all the hard work worth it.

Sunday, September 26, 2010


Valerie:

We've done it! After everything we can open the doors and enjoy finally being open. It was a push at the end to get it down but we did. Underneath my layer of exhaustion is a relief. And pride. I can't remember a time I've been so proud of myself. I proud of what Clayton and I have accomplished. We've come a long way and it's only going to get better...

Monday, September 20, 2010

Valerie:

We are exhausted, I don't believe we have stopped moving for awhile. We jump out of bed and go immediately to work. That's not good for me. I like a nice big cup of coffee to help ease me gently into the real world.

Everything else is both exciting but frustrating. We have the feeling that we will be open in the next couple of days, of course we have felt that way for over a week now. We're waiting on one building inspection and approval. This city is killing us! Just let us open...

Tuesday, September 14, 2010


Valerie:

We're getting to part I've been most looking for..the wine tastings. Deciding on what to serve by the glass or bottle and what avenue to take as far as pricing and regions. One thing we both have decided on is that we want to be off mainstream, I don't want someone to enjoy a nice glass of wine at our bar to find it later in the supermarket. We have also decided that it's best to do the tastings later on in the day because there is no chance of getting anything done after...

Thursday, September 9, 2010

Valerie:

We're getting so close I can almost taste the wine.

We're pretty much down to 4 inspections, going to the mainland to get our beer and wine license, finishing the electric, put in a hand sink, install the ice maker, get a beer cooler, and wine cooler, find a table for the banquette, set up all the software, finalize the merchants account, set up liability insurance, get locks for the door, decide on a wine list, paint and sand the railing, install a handicap door bell, have the banquette cushions made, wait to have the carpet installed, get wine accounts set up, order the wine, run the stereo cables, talk to local artists about consigning work, decorate the bar, buy stemware, set up beer accounts, organize and hire staff, label the wines, stain the bar, construct the bar top, paint the deck, paint the outside, and of course pay all the bills.

So it's you can imagine my face when I go through my pile of mail and notice I've been called for jury duty in 2 weeks...

Saturday, September 4, 2010


Valerie:

We're getting them, starting to build some real steam. We have most of the outside done, just needs a good paint job and touch up. It's bigger than I thought the outside area would be. I can almost taste the zinfandel now as i relax on the porch with some good friends and solve all of the world problems..

I actually did some physical labour at the shop today. I linseed oiled the bathroom cedar wall. And it looks good. The extent of my work has been helping to haul materials about and cleaning. I have logged many hours doing paperwork, organizing, banking, ordering, pretty much everything but construction. There is nothing more satisfying as actually seeing a finished product. Seating in front a desk and filling out forms doesn't give the same feeling as accomplishment.

Sunday, August 29, 2010


Valerie:

We've been getting a lot done recently. It's been real helpful having Clayton's sister Jennee and brother in law David here. Silly them thinking they were coming on holiday to relax and enjoy themselves. We have David helping out with the man stuff and Jennee helping collaborate on the finer touches. It's nice to have another sensible female's opinion around as Clayton sometimes has to be held back to not go overboard on being "creative".

Jennee and I just picked out the fabric for the banquette cushions and of course found out that Clayton told the seamstress the wrong fabric. Men...

Thursday, August 26, 2010


Valerie:

We just got back from South Beach in Miami and picked up Clayton's sister Jennee and brother in law David from New Zealand. We had a wonderful time drinking margaritas and catching up. Found some great pieces for our bar stopping at antique and second hand shops. I love that idea of making the unique with random pieces. It's very important that our place not look too new and generic looking. Want it to look like it was built over time and not like anything else.

Monday, August 23, 2010

Valerie:

We did it!! We can officially have a bar. It's been a good weekend for us. I have been celebrating with nice champagne and wine. I could justify it because of waiting 5 months to get the planning department rubbish over with and it was my birthday. But I don't feel that I have to justify myself.

As much as I have enjoyed having the weight lifted off my shoulders it time to get serious again. The rush is on to get open and the list of things to be done is piling up.

Tuesday, August 17, 2010


Valerie:

We're starting on the bar. There's a lot involved with dimensions and heights. Again I notice how two bartenders can have a strong opinions about where everything should be behind the bar and what type of beer and wine coolers we should have.

They're doing a good job, really starting to look like a real bar. I have noticed that when I walk into the shop I end up standing behind the bar. Once a bartender always a bartender...

Sunday, August 15, 2010




Valerie:

This is a big week for us. We're getting some major construction done and finally the planning board meeting is this thursday. I know that everyone is sick of us moaning about the planning department.

The more I see the bar being constructed, the more of reality it is becoming for me. This really could happen....

Saturday, August 7, 2010

Valerie:

We've finally made the agenda for the planning board meeting. After months of waiting, the endless run around, and sleepless nights we're there. In 12 days 7 members of the board will sit down and decide whether we can have a bar. That's all we've wanted, a chance to be heard...

Monday, August 2, 2010


Valerie:

We're getting down to business, it feels good to have things happening. We've got the week lined up with meetings with lawyers and architects. Construction is right on schedule. Still haven't picked the last paint colors, but we'll get there.

Clayton's friend is coming up from Columbia to help out. Makes me feel better because he tends to hurt himself when he does projects himself..

Thursday, July 29, 2010

Valerie:

It was a hard week in upstate NY but with good results. My father made it successfully through brain surgery. The got almost all of the tumor and out and determined it was benign. With the exception of some possible temporary damage to his optic nerve he is recovering exceptionally well. Big sigh of relief.

I've been back from NY for two weeks and we've finally had an update from the planning department concerning our conditional use and variance. While isn't wasn't the best of news I'm relieved to just to have any response after 6 weeks of waiting. I can't believe how long it took them to answer our lawyer! Our last attempt on our own ended in a nasty confrontation. The hardest thing in life it waiting for answers, whether it's 6 weeks for an update that could affect your future business or 8 hours in a waiting room for news on your dad.

The update wasn't anything I didn't expect. There's more obstacles and story changing to try to prevent us from the next board meeting. Everything they have told us at the beginning is different from what is now being said. We are given a week to figure out and correct the misinformation in order to make the next board meeting. I've reread the email update over and over again. There must be a catch in there because our lawyer wrote that she felt like she had punched in the stomach when she first read it. I guess we'll find out more tomorrow...

Will it ever end?

Monday, July 12, 2010

Valerie:

Everything has changed for me, I see things through different eyes. I had to rush back to New York state. My father goes into surgery tomorrow to remove a brain tumor. The shock of this has affected me more than the politics of our bar can.

This emergency hasn't changed my reslove to get through all the muck and have the place Clayton and I want. It's only made me realise how petty everything becomes when a family member is facing a serious surgery. I know the stress will become no less real and there is a lot of work that still needs to be done to get to where we want to be. In my heart I know we can make it through all this but right now I'm too scared about tomorrow to focus on the neverending battle with the city. I've got to get through the battle up here in New York first with my family.

Friday, July 2, 2010

Valerie:

Still no word from the planning department...And we have noticed that we're not on the upcoming board meeting. The treatment of us from them is getting old. We continue to claw our way to the finish.

Wednesday, June 30, 2010

Saturday, June 26, 2010

Valerie:

The tension from all the stress dealing with the planning department has finally crept into our relationship. Until now we've been able to work together towards one goal and comfort each other when everything is looking down. Now the stress and lack of sleep has pushed us to two different places mentally.

While we both agree that the situation has been unfair to us and that we have been wronged it's how we want to deal with it that it causing the rift. Clayton wants answers and confrontations, I just want to never have to deal with zoning and planning again. I feel that pointing our finger at the planning department will sign the death sentence to our dream of a bar. He's letting his emotions run the course of lives and it's a big mistake.

How we act in the next three weeks will determine how this thing plays out. I hope we can keep it together and get it done...

Friday, June 25, 2010

Valerie:

The frustration is starting to get overwhelming. Just one we think everything sailing smoothly the planning department likes to throw one our way. We exhausted, not giving up but just plain exhausted.

Yesterday we had our review meeting for our parking variance application. We've hired a lawyer who has gone over all the paperwork and asked countless times if everything is in order. We were assured that everything was. At the meeting they announced that we would be needing an additional building coverage variance. What?!? All of over information has been in for over 3 months and they just figured this out. Their timing was impeccable because had they told us before the meeting we may have had time to collect all of our data and be on schedule. We were incredibly forgiving when they overlooked the fact we needed a parking variance and set us back a month. Now they do it again and set us back another month. Something is not right here...

They'll get away with it. There will be no accountablity from them. In the end it'll cost us a lot of money, time, and sleep. We'll get through it and I look forward to the day when we never have to deal with them again.

And what the hell is a building coverage variance and why do we need one!?

Saturday, June 19, 2010


Valerie:

I think we have finally decided on some colors. It just goes to show that two strong minded people with different opinions can learn to compromise. The light green color will be on the main walls with a back bright red accent wall. On the top of the wall will go the deep orange color. There is a shelf that divides the wall, considering the blue for that.

It makes me wonder about the color names they come up with. We have chosen Mojito, Tibetan Orange, High Drama, and Voyage. I'm okay with Tibet and voyages but my plan was to keep high drama and mojitos out of the bar. There was another light green grey color we had debated on putting on the main walls but I refused to have something named tea bag on my walls. We're not that sort of a place..

Wednesday, June 16, 2010

Valerie:

We've started construction. Kind of exciting. I've always been one of those people who loves to go to casinos to feel that rush. That's what we've done now. We're putting all of our money on red.

Saturday, June 12, 2010


Valerie:

We're starting to put aside the political and city red tape and concentrate on other matters of the bar. Color is our focus these days. It's been an ongoing debate for two strong minded individuals. It turns out that Clayton and I have two completely different opinions on what colors to paint the bar. We both agree on a mediterran feeling in the bar and keep it warm. Easier said than done.

We have decided on our exterior colors. There is such limitations on what colors can go on the exterior because of Harc it made it easier on us. The creamy yellow is on the main part with the red painted on the doors with white trim. I further want to use furniture and plants to pop some bright colors against the more subtle outside.

The interior I want bright and pleasing, I want people to walk in and and feel cheered without being fully aware of the color that is one the wall. What colors that translates to I'm not sure. I am sure of that neither Clayton and I are interior designers. It could get interesting.

Tuesday, June 8, 2010

Valerie:

Even this blog has been giving me trouble, won't let me sign in. Like this whole bar situation I think I have finally figured it all out.

Just because I haven't been writing doesn't mean that everything has been going smooth. Just the opposite, the roller coaster ride has had more turns and hills.

After having our application in 2 months several things were discovered in our application. One is that we need a parking variance. That means another $1000 and another month setback. More money and waiting, patience and money being two things we seem to be losing. The other was a municipal code stating that in our zone a bar can not be because of excessive noise. We now have to prove that a low key wine bar will not producing any more noise than a retail shop. Not that you would be able to hear it over the tacky music coming from the sidewalk bar 3 doors down or the rowdy gay bar across the street.

Throw in a unfair negative neighbor complaint on top of these new developments and we found ourselves in a not too good position. Things were not going our way and it was not looking too hopeful for us. Very dim indeed.

So we got a lawyer. After one consultation everything has been put into perspective. This is just one small step into making the bar a reality. We will get there.

Wednesday, May 12, 2010

Valerie:

We've done it now..we've gotten the planning department mad at us. That was the one thing we didn't want to do. Some news got around about our board meeting being pushed back, some phone calls were made, and now the department is upset with.

I'm not sure what this means for us but I'm sure it's not good. I've never been more terrified of the power from one group of people before. And we've dealt with INS before. The one department that could the one decision between our dream and us, and we've gone and ticked them off..

Monday, May 10, 2010

Valerie:

They're messing with us...We have everything in. Our building permits are done, Harc has approved our construction and exterior colors, Ada finally got approved and 22 letters of support. The only next thing was to go to the planning board meeting in less than 2 weeks and await the big decision.

They couldn't make it too easy on us, they decided not to schedule us for the upcoming meeting. it's better for them to push us back to the next meeting in June. That's 6 more weeks of this torment! I just want a decision and a good night's sleep...

Thursday, May 6, 2010

Valerie:
We've been on the rollarcoaster ride of emotions for the past 2 weeks over the conditional use application. One day everything is going good, things are looking real good for us. The next day everything is hopeless, no possible way this bar will open. We've gone though all the emotions: denial, anger, depression. I've had that relationship before. I didn't like it then. I don't like it now. I want to know at the end of the day what is going to happen in 2 weeks. I've noticed we don't want to make mention anything past the decision time. It's suddenly our apocalypse. We don't know where we'll be in 2 weeks. We could be rushing around picking out wine coolers and bar stools or we could be staring despondently at a blank shop. We could be left behind.

We've had some mixed reactions from the neighbors. Over all we've had a lot of positive and encouraging support. One man has already written us off as a rowdy and disruptive bar that will bring down the neighborhood. He's never met us or is willing to sit down with us to discuss his concerns. All we can do is try. Today we are turning in 21 support letters to the planning board. 21 neighbors are willing to take a chance on us in their neighborhood. I'll take that any day over one disgruntled one.

Thursday, April 22, 2010

Valerie:
I feel like finally things are starting to move along for us. Today is the DRC meeting, that's a preliminary meeting to determine all the factors involved with our application. It means that we are half way to the final big decision moment.
Last week we sent out a detailed letter to everyone within 300 ft of the location. We explained what our concept of the bar will be and included a self addressed envelop with letter of support. It sounded like such a simple concept...I don't know how politicians do it. Our living room became a pile of stamps, letters, and addresses. Throw in a printer breakdown and two trips to Office Max and it was an exciting 2 days in the Chelley household.
We have been getting replies back already. Last night there was a signed letter of support by the oldest businessman in town. Our names I'm sure are strangers to him but he still sent it back. If someone who has been involved in Key West business for decades is still encouraging new business that says something. It's always nice to know you have support of your friends and Key West family behind you. They are the ones that have stuck by you through many difference adventures in your life. There is something warming about people taking the time to send back their support when they haven't meet you. And that is Key West.

Tuesday, April 13, 2010

Valerie:
I've realized the past couple of days how worried I am about the conditional use application we have in for the place. It's starting to affect me: my nerves are shot, haven't slept a full night in awhile, and paranoia has sunk in.
This whole bar is basically dependent on one action, that is getting the planning board to approve our conditional use for a bar in a spot that was originally a retail shop. We're taught to believe that we are in control of our own destiny and fate. Nope. Our life will change according to the decision rendered by seven members of the community. Before it gets to that point our application will be throughly dissected by all departments in the city of Key West including Ada, Harc (historic buildings), parking, utilities, traffic, etc. Everyone we have dealt with so far has been very helpful but it's the idea of it all. The waiting for the one decision that could prevent us from pushing forward with our dream.
From the horror stories people love to tell us we have gathered that the littlest thing can put a kink in the works or worse stop everything. We letting the stress and paranoia overtake us. Clayton was out saturday and chatting up someone who had recently gone through the process. He stated that he didn't believe we should be approved. That sent us in complete panic mode. 24 hours later I'm writing a frantic email to our representative in the planning board. She reassures that if any problems arise she'll get a hold of us. I have a feeling she'll be changing her email address before this is all up. I regret that we may end up this highly annoying couple with no patience. We need to Relax..

Sunday, April 11, 2010

Clayton:
Well this is my 5 1\4 bar I have built, or should I say when and if this wine bar is complete it will be 5 1/4.
All my other bars I have built in my homeland of New Zealand. I always felt I had artistic ability but no way of showing it. I can't draw, can't build, can't sculpt and so on but I can do all those things in my head. The only way I felt iI could create was to build bars. Building bars in N Z was a walk in the park compared the hurdles I am facing with this simple little wine bar. The one thing I really admired about America was it was always portrayed as the land of opportunity. That maybe so but it's not without what feels like trip up land mines to discourage you from trying too hard.
We had to sign a lease before we could apply for a building permit. To sign a lease for a shop on a busy main street of a tourist town is as you can imagine very expensive, but the process does not start without this first step. So I told Valerie now there is no turning back. Stay tuned for the weeks and what looks like months of hurdles our little wine bar endures before we open in hopefully the not too distant future. I just hope we don't go broke before we manage to get the doors open for the first day.

Saturday, April 10, 2010

Valerie:
This is the spot we hope for everything to happen. This will be our little spot in paradise. As a bartender for 12 years and a big fan of wine this could be it for me. Key West has already been my home almost 8 years, I had already made the decision that I never want to see snow again and island living suited me.
I recently helped my husband start a t-shirt line dirtydogtees.com. The next step was a space to sell tees. As soon as we saw the space all our eyes saw was a wine bar. That's what happens when two bartenders get together. We can see already...The front has to become a porch for patrons to comfortably people watch as they sip a nice red. The colors will be warm and Mediterranean feeling with rows of nice bottles of wine. It will be the place to come to read the paper in the nice morning light, enjoy a leisurely glass of Cabernet and espresso in the afternoon, and unwind in the evening with some lively bar conversation at night. And of course wine. Good wine.
That is the easy part. We had 4 good days of imaging our fabulous place and planning which vintage to serve at our gala like openings. Then we were told of conditional use permits, ada requirements, historic or harc approvals, seat fees, occupational licenses...it goes on. Our simple plan continues to take on new twists and turns. It's only been 2 weeks and I can foresee months of drama and frustration. But I'm still planning the wine list in my head.