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New Eatery Opens on Eagle StreetBy Lyndsay DeBord - September 07, 2008
Special to iBerkshires
 | | Alley owner Keith Nogueira |
NORTH ADAMS — The owners of the newest eatery to open in the city are hoping its contemporary atmosphere, entertainment and well-stocked bar will appeal to the area's young professionals.
The Alley, located at 23 Eagle St., quietly opened for business on Tuesday.
For several months, signs in the papered-over front windows of the building have announced "Coming Soon," and residents have been wondering when the business would open its doors.
Owner Keith Nogueira, who bought the building in November, didn't close on the property until May when he was finally able to start work on the inside of the building. (The first permits for the restaurant were approved by the city in April.)
"It's a common misconception" that it's taken a long time, said Nogueira, who pointed out that he has been working on renovations for only three months.
The owner called Tuesday a "soft opening" and said he wants to have a grand opening some time in October.
"It's all in the making," added his father and co-owner Jack Nogueira.
.JPG) Both the exterior and interior of the Alley have been refurbished. |
Nogueira said the menu — which they want to make unique and desirable — will be added next Monday and "will slowly keep growing." A selection of sandwiches, paninis and appetizers is now available — as are vegetarian options, such as veggie burgers and salads. Among snacks offered are pesto tenders, topped with pesto and cheese and served with honey mustard sauce.
The proprietors said the newly copper-topped bar is 98 percent complete. Stocked with an assortment of liquors, the Alley's bar also offers patrons Portuguese and Spanish wines, with Rockbrook as the house wine, and Sagras, Portugal's No. 1 selling beer. The owners also say they want to expand offerings by listening to what customers want to drink.
Since the location previously housed Gideon's Nightery (briefly rebranded as EGL Cafe) and before that Joga Cafe, the new owners have made a few changes. Booths that used to take up much of the interior have been removed and replaced with tables and chairs.
More seating looks out onto Eagle Street from the front windows and Nogueira wants to eventually replace this furniture and provide a nighttime lounge atmosphere.
Keith Nogeuira, who has previously worked for Massachusetts Museum of Contemporary Art, has a clear idea of what he wants for The Alley.
"My goal is to make it feel like it's always been here," he said.
He said there are other venues for sports and college bars in the city. Instead, he wants to offer "a fun, relaxed atmosphere" and envisions the eatery as a place for young professionals to come after work. He added, "Everyone is welcome."
The Alley also aims to be an entertainment venue with live music. Plans to renovate the upstairs for the space are set for mid- to late October. Nogueira said he would like to have all types of music — a deejay, live band and solo guitar, among others.
.JPG) The wood booths that lined interior have been removed, exposing the brickwork. |
"You name it, I want to have it," said Nogueira who also wants to have comedy every first Thursday of the month.
Despite the previous the cafes' unsuccessful runs, the new owners have a plan on how to do well at the location. First, they have worked on keeping a low budget for improvements and have prepared for the inevitable slow days.
Keith and Jack Nogueira also stressed that The Alley will be a hands-on, family-run business and said one of the two would always be present.
"This is my full-time job," said Keith.
Downtown North Adams has seen its share of businesses closing over the past few years. Recently, Molly's Bakery, open since 1937, closed its doors on Eagle Street as did the short-lived A&E Decor shop down the street.
But while some businesses have left empty spaces, new shops and restaurants have sprung up. Christo's Famous Pizza has moved into the previous home of North Adams Pizza and Hickory Bill's on Holden Street. On Main Street, Cup & Saucer took over a few years ago where the Appalachian Bean had operated. Also, a new coffee shop is set to open in late September on Ashland Street in the building that was once the Brick Oven.
Nogueira said he believes that North Adams is starting to grow as a community.
"The desire is there for a place like ours. I believe we will do well," he said.
The Alley is open Monday through Thursday 11 a.m. to 11 p.m. and Friday and Saturday from 11 a.m. to 1 a.m. |
The Alley is terrible, it smells and the food is horrible!!!!!
Will never go there again!!! | | from: Jillian Guinhourness | on: 10-19-2008 |
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I tried the Alley.I don't know where all the negative reviews come from becuase we had a great time and good food. It makes wonder you if there is someone who is bashing them becuase they fear competition. The waitress was helpful and polite.
Yes mistakes are expected at the beginning, but I certainly think they'll survive. Only, one little thing, the place looks clean and sharp, however, like someone else mentioned, I think it is a bit dark, perhaps lighter colors will cheer up the place.
Late entertainment is what this town needs, can't wait to the opening. Good Luck. | | from: we need it | on: 10-01-2008 |
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| The cook & owners should be testing & tasting the food before it goes out. Simple. | | from: will try it | on: 10-01-2008 |
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| i've been down to the alley twice now and shall definitely go back. they've got good drinks for a fair price, a pretty wide selection at the bar, and a nice atmosphere. give them a break, they just opened up & haven't even had their "grand opening" yet! the soft opening is supposed to allow time for them to work out the kinks. You can't know how your staff is going to work out until after you see them do their job. what's really important is that both jack and keith are very invested in this project and are going to to what it takes to see their business succeed. lord knows this town could use a decent late night venue. so here's a novel idea.... if you have problems with your food, service, etc. TALK TO THEM (they're always there)instead of just bashing their business online, they'll listen. how the hell are they supposed to know if staff or food is not up to par unless you let them know? | | from: Void | on: 09-30-2008 |
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| If the reviews change, and the buzz is positive, I'll try it in a few months. I just hope they have enough customers to survive. | | from: never going there | on: 09-30-2008 |
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| I have eaten at the Alley several times. I think the owners were interested in how my experience was, that is why I went back. The service was not as good as most places in town. I believe the servers are young and inexperienced. The food was good. I had the Chicken Parm Panini. I also enjoyed the house chips. I agree that they need to have better servers, but to totally throw them under the bus and say everything about the place is bad, is unfair. We have a small community here. We don't have to many people willing to risk there lively hood on making a business happen in North Adams. I was one of those people always saying I wanted more of this or that in our community and didn't have the guts to do it myself. All I am saying is we should all try and support new businesses in our community. Let the Alley know your frustrations and dislikes. Help them get better, not worse. If you cant do that then why live here? Why complain about things? You are only helping create problems not make them better. I think we ALL need to be a part of the solution not the problem. I also challenge anyone to open a better place take the risk and be a pioneer. | | from: N.A. | on: 09-30-2008 |
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| As with any new restaurant, if you dare go when it opens, you need to give it another chance after a couple months. Our food was really good actually, but the service was not and that alone can stop people from coming back. At this point, The Alley needs to do whatever it can to make it's customers happy so good news will spread. | | from: Becky C | on: 09-30-2008 |
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I contacted the State Health Inspector today about The so called Alley, they will investigate.
As for the owners they better be sure evrything is going good or they'll be the next place to close. | | from: never going there again | on: 09-29-2008 |
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I myself and a couple of friends went to The Alley for some food and drinks, we do this every Friday, usually at The Hub but we wanted to try the new place in town, I will have to say the drinks were great but for as the food it was horrible, my friend Laura got sick and i myslef was feeling so good. Teri said her Panini was cold and she had ordered the Chicken Parmigana the chicken was raw, I'm saying once Monday comes i'm contacting the health inspector to go down there and check it out. I WILL NEVER GO THERE AGAIN!!!!!!!!! Please anyone who reads this DO NOT GO THERE!!! The food is gross.
| | from: Diana Hoosendourfs | on: 09-28-2008 |
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| When a restaurant opens, most people expect a few problems with the timing. But, you still expect the food to be good. If chicken is going out undercooked, and someone got diarrhea from eating there, call the health inspector. | | from: never going there | on: 09-28-2008 |
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| I went to "The Alley" the other afternoon for lunch, and I will begin by saying the restaurant ITSELF (the atmosphere) was not bad, but the service I got from the waitress that smelled was horrible, and my food tasted real bad. I'm not sure if they didn't take the time to prepare it, or if the cook sucks...either way I had a very unpleasent expierience, and i don't recommend this place to anyone. Yes it takes time to work out kinks, or what-have-you, but hiring waitstaff that stinks, and a cook that cannot cook, well that is THIER fault. I give this place a thumbs down! | | from: Amanda Moore | on: 09-27-2008 |
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| notice how dragonflii said people patients? Is he trying for business at NARH? | | from: wow | on: 09-26-2008 |
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| Eagle Street is a tough place for a business. Most people would not want to go for dinner and drinks, then walk to the center st parking lot. Especially in bad weather. I havn't heard anything good about this place. I'll never go there. | | from: whatever | on: 09-26-2008 |
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i see a lot of negative comments regarding the alley, and as a former restauranteur i can say,, it take a minute to work out the kinks in any new business. most people dont understand the coordination, timing, and experience needed.
my hats off to keith and his father! they both believe in eagle street, and in north adams.
people patients patients,,,,
i had a nice night there,, great sandwich,, dont give up on them! | | from: dragonflii | on: 09-25-2008 |
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| I went to The Alley for dinner the other night, The food was not cooked, and the waitress smelled, and was dirty,I will never go there again. | | from: Jim Ogbottom | on: 09-21-2008 |
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| I went there this afternoon around 1230 and not only did my waitress smell horrible, the food was absolutely horrid. My office staff and I will NEVER go back there, and we will be spreading the word about this place. The food was under cooked, and tasted like it had sat out for days. I do NOT suggest this restaurant to anyone, they are over priced with horrible service and such a tasteless place. i give them a DOUBLE thumbs down!!!!!!!! YUCK! | | from: Lucy | on: 09-20-2008 |
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| Our waitress smelled like she hadn't showered in days, my husabnd got diarhea from his turkey panini, The chicken in the parmigana panini was raw and uncooked, The only good thing about that new restaurant The Alley is the way its setup with old thing froms town. I have lived here for about 45 years and never have i given such a bad comment about a restaurant, me and my husband will never come back. | | from: Lorraine Michaels | on: 09-20-2008 |
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I went to The Alley on Frfiday September 19, 2008
The food was cold the service out waitress was lousey, I will never go there again. I also hated the way the atmosphere was it was so dark i could barely read there small print menu. It was night time and we and about two other couples were there. | | from: Jane Stevens | on: 09-20-2008 |
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| We're glad you're here! And, look forward to supporting your business! | | from: Christa Abel | on: 09-11-2008 |
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Our hours will be monday thru thursday 11am till 11pm and friday and saturday 11am till 1am
Editor: Ooops, we missed Friday. All fixed. | | from: The Alley | on: 09-09-2008 |
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