For decades, ambitious chefs followed a familiar path: Build a reputation in major culinary capitals, chase accolades and compete in some of the country's most crowded restaurant markets. Today, a growing number are making a different bet.
As fast-growing towns and lifestyle-driven developments seek ways to differentiate themselves, food and beverage has become a powerful tool for placemaking. Developers increasingly see restaurants not as amenities but as economic engines capable of attracting visitors, supporting real estate values and creating a sense of identity. At the same time, experienced chefs are finding opportunities to build something from the ground up rather than fight for visibility in established dining hubs.
Chef Steven Fretz's move from Michelin-recognized Coast Range in California to Southill, a luxury residential community in Midway, Utah, is such an example of that trend. As culinary director and partner, Fretz will oversee two restaurant concepts: Montblu, a French-inspired daytime restaurant opening this fall, and Charolais, an elevated steakhouse planned for 2027. While the concepts are part of a 30-acre residential development, Fretz sees their role as much larger.
"If we can help put Midway on the map in Utah as a dining destination while keeping the incredible charm of this town, I think that feels like success," he said.
Small Markets, Big Talent
After more than 30 years cooking in markets including San Francisco, Los Angeles, New York and Miami, Fretz said Midway's lack of a defined culinary identity was part of the appeal. "Midway not having national attention as a food town was a breath of fresh air," he said.
For chefs at his level, emerging destinations offer something increasingly difficult to achieve in mature restaurant markets: The opportunity to help shape a community's food culture rather than simply compete within it.
"I feel like I finally get to share a version of being a chef and restaurant operator that will be appreciated in a different light," Fretz said. "I get to create experiences that I have never had the chance to create."
The move also reflects a broader shift in hospitality development. As population growth spreads beyond traditional urban centers and tourism expands into secondary destinations, restaurants are becoming a key component of development strategies. A successful dining scene can create reasons for visitors to stay longer, residents to spend locally and communities to build year-round activity.
Placemaking Tools
The connection between Southill's restaurants and the larger development is intentional. Southill was designed as a Cotswolds-inspired luxury community, and Fretz's concepts are expected to reinforce that sense of place. Montblu draws inspiration from the area's Swiss heritage and surrounding landscape, while Charolais will deliver a more traditional steakhouse experience infused with Fretz's personal style.
Rather than importing concepts that could work anywhere, he believes restaurants must reflect the communities they serve. "I've spent a lot of time in Midway, Heber and Park City," he said. "Coming back here feels a little like coming home."
That local connection may prove critical. Industry observers have increasingly noted that destination restaurants succeed when they feel authentic to a market rather than designed exclusively for visitors.
For Fretz, that means balancing elevated dining with accessibility and familiarity. Montblu's menu will feature approachable items such as sandwiches, pastries and salads executed with high-level culinary technique, while Charolais will lean into classic steakhouse traditions enhanced by tableside service and hospitality-focused experiences.
"The goal is to create two restaurants that feel special but still comfortable, familiar and connected to the Midway vibe," he said.
Culinary Identity
Unlike operators entering established food cities, restaurateurs in emerging destinations often have to create demand as much as they serve it. That requires listening as much as leading. "The first couple months of any restaurant opening is listening to your guests," Fretz said. "You have to be hyper-aware of your guests' wants and needs."
He points to guest feedback, menu mix analysis and dining behavior as essential tools for understanding a market. Success isn't about importing a chef's previous accomplishments; it's about adapting concepts to local preferences while maintaining quality standards. "I am not just creating for me," he said. "It has to work and be familiar for everyone."
The strategy is especially important in smaller communities, where repeat guests often determine long-term viability more than tourism traffic alone.
Winning Locals
One of the biggest challenges facing restaurants in tourism-driven destinations is balancing the needs of visitors with those of residents. Fretz's answer is simple: prioritize locals. "Locals are a restaurant's bread and butter," he said.
While visitors provide important volume, especially during peak seasons, local diners create consistency throughout the year. They become advocates, provide feedback and drive recurring revenue.
Restaurants, he said, should serve as gathering places for communities, functioning as social hubs that connect residents while welcoming newcomers and tourists. "Restaurants should build themselves as a place to socialize, a place to meet up, a place that knows what is happening in the community," he said.
That mentality extends to service. Whether serving a first-time visitor or a neighborhood regular, Fretz believes hospitality remains the most important differentiator. "You have to be over-the-top hospitable, more accommodating, go further out of your way to make your guests happy," he said.
The Operational Realities
Building restaurants in emerging markets also presents practical challenges. Sourcing can be more complicated than in major culinary centers, where extensive supplier networks already exist. Staffing can be equally difficult in destinations that face seasonal labor fluctuations.
Fretz began addressing those issues immediately after relocating to Utah, identifying local producers and developing supplier relationships that could support his standards while incorporating regional ingredients.
"We will do everything possible to use local any way we can," he said. On the staffing side, he hopes Southill's long-term vision and his own reputation will help attract talent. "I'm looking to create a family," he said.
Whether Midway becomes Utah's next recognized dining destination remains to be seen. But Fretz's move highlights a growing reality for the restaurant industry: Some of the most interesting opportunities may no longer be in the country's largest markets.