The Demise of Beachtown BBQ and the Fight for Liquor Permits in PB

In May of this year, owners of a Pacific Beach restaurant decided to rebrand their business, changing its name. By October, the restaurant faced an eviction notice. But the name-change row might have been just a side drama. The closure is another consequence of the skyrocketing value of liquor licenses in Pacific Beach. Voice of San Diego, Nov. 29, 2016.

Image credit: Jamie Scott Lytle.

In May, Dan and Peggy Mazzella and Jorge Gaytan changed their Pacific Beach restaurant’s name from Tony Roma’s to Beachtown BBQ.

Name changes are common in the strip mall along Mission Boulevard, where Tony Roma’s had been for decades, and the decision was unanimous among the restaurant management.

Their landlord, Michael Katz, did not like it, though. He said the name change violated their lease agreement.

The lease reads:

“The Premises shall be used by Tenant only for the purpose of operating a restaurant with bar and any purposes incidental thereto, under the name ‘Tony Roma’s.’”

And now, Beachtown BBQ will close its doors. But the name change row might have been just a side drama. The closure is another consequence of the skyrocketing value of liquor licenses in Pacific Beach, which has soured relationships between tenants and landlords throughout the neighborhood.