Casa Vega: Father and Daughter Teaching Each Other

Ray Vega knows how to work a room. When he walks into Casa Vega restaurant in Sherman Oaks, a Valley landmark since 1958, he jovially moves from table to table, flirting, greeting newcomers and ribbing some of his long-time customers. It’s not uncommon for the 75-year-old restaurateur to spontaneously buy a round of drinks for a table. And the dimly lit Mexican food establishment, located on the corner of Fulton Avenue and Ventura Boulevard, has a loyal following among the Hollywood elite, and more. “One of the most important things that has contributed to our success is that it’s not about what the (Vega) family likes, but it’s about what customers like,” said Ray Vega, adding fans of the restaurant visit time and again because they know what to expect. Words of wisdom indeed for daughter Christina Vega-Fowler, age 32, who’s taking over the daily operations of Casa Vega. Groomed from a young age for such a transition, she is attempting to modernize the restaurant while preserving its past and presence. And since nobody can ever replace Ray, she often looks to him as a mentor and source of inspiration. “It’s important to stay true to what you know and who you are, no matter what trends may come and go,” said Christina Vega-Fowler. “We have a recipe that works.” A family business Ray’s parents owned a restaurant on Olvera Street in downtown Los Angeles. But they sold it because of stringent liquor laws in the area, and re-opened in Hollywood. The latter venture never took off and his parents eventually had to shut the doors. Ray, who grew up in the business and studied restaurant management, launched Casa Vega in 1956. His father worked the bar, mother waited tables, and Ray oversaw the whole operation. They moved to the current location a couple years later to meet demand. Business was slow at first, but then a few Hollywood big shots stumbled on the restaurant – one of very few in Sherman Oaks at the time, said Ray. “They helped direct studio people to Casa Vega and every year it got a little better,” he said. “We also started serving dinner until 1 a.m. and keeping the bar open til 2 a.m. to cater to the studio crowd.” In fact, the restaurant keeps its ambiance notably dark to cater to celebrities who can slip in and out without being noticed. Gov. Schwarzenegger, the late Marlon Brando, and Kim Kardashian are a few celebs known to have frequented Casa Vega. Vega eventually moved to Las Vegas and started Vega Enterprises, which included a wholesale business, bar and concessions business, food service, and marketing arm. He maintained ownership of the restaurant and visited once a week. Christina cut her teeth at Vega Enterprises. “I grew up in Vega Enterprises and started filing for the company and working there every summer and during breaks from school,” said Christina, who also earned a degree in business administration and economics. She returned to Sherman Oaks in 2000 and started working with Casa Vega. Ray sold his Las Vegas businesses and returned to California with his wife in 2002. He started running the restaurant with Christine, with the goal of “retiring” and letting her take over. “My dad has pretty much taught me everything,” said Christina. Catalyst for change Christina has encouraged the restaurant to modernize by adding more vegetarian items to the menu, doing away with trans fats, creating low calorie margaritas, making the menu and other signage easier to read, and setting up a new accounting department. She is also planning a re-model of the restaurant. “A lot goes into every decision,” said Christina, a mother of three and married to a local attorney, adding the challenge is preserving the essence of the restaurant, not turning long-time customers off, and planning for the business’ long-term viability. She scrapped one re-modeling plan that would have added enough space for 40 new tables, because it would have changed the ambiance too much. Casa Vega’s eventual re-model will be on the Bravo television show “Flipping Out,” she said. Christina and her father are also considering opening additional Casa Vega restaurants, and/or franchising. “But it has to be right,” she said. “I never want to rush or just do it to do it. What I’ve learned from dad is to be modest in your business decisions.” Ray only works a couple days a week now and gives Christina the freedom to pursue new ideas for the restaurant and make mistakes along the way. He said his daughter runs the restaurant by the book, by treating customers and long-time employees right. “The keys to running a successful restaurant are having quality ingredients, knowing your employees and saying thank you to your customers not once but four times,” said Ray. “It’s all about team.” Some employees have worked at Casa Vega for decades, he added. Christina said she has also learned her work ethic from Ray. “Dad never stops working,” she said. “I think when you are raised like that you are like that. He’ll be here forever.” And Ray admits he’s not likely to give up mingling with customers any time soon. “My working less just means my wife gets two dates a week.”