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Joey's Intends To Be A Place That Stays

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By GEORGE WILKENS gwilkens@tampatrib.com

The Tampa Tribune

Published: October 8, 2008

PLANT CITY - Joey's Place, a restaurant offering Italian cuisine for lunch and dinner, has opened in a historic downtown building.

The restaurant is the longtime dream of Joey Rodrigues, who tired of New England winters a dozen years ago and fled to Florida, selecting Plant City because it reminded him of his hometown, East Windsor, Conn.

He has been running Millennium Homes and Development for the past six years, but when the former Campanella's Restaurant space in the Lee Building recently became vacant, Rodrigues saw opportunity.

"I've always wanted a restaurant - a bar-restaurant combining the best of both worlds," said the 39-year-old Rodrigues, who is of Portuguese and Italian descent.

He's well aware of the string of eateries that have come and gone at the same downtown address. In fact, he adds, he regularly patronized them all throughout the years, as Millennium Homes' office is nearby.

Operators of those defunct restaurants naively believed they could open the doors and customers would automatically gravitate to the location, Rodrigues said.

"You've got to put your heart and passion into it," he said. "If people see that, they'll come."

Business at the 150-seat Italian restaurant has improved steadily since the Sept. 2 opening.

"Every week we're doing a little more," an overall good start, said the owner who now works two jobs. No problem, Rodrigues adds, "I enjoy it."

The restaurant at 110 E. Reynolds St. employs 10, including Michael DePaolis, 61, whose family ties and restaurant background made him the first pick as general manager.

The 22-year resident of Vermont was initially recruited only to assist with preparations for the opening, but after becoming familiar with Plant City, he eagerly agreed to relocate permanently. His wife, after receiving the change of plans in a phone call, began packing household belongings for the move south, and is due here any day.

DePaolis, owner and operator of an East Hartford, Conn., restaurant for four years, has worked at other eateries in Vermont and is Rodrigues' uncle.

He's especially enthusiastic about events in the lounge at Joey's Place, which has live musical entertainment on weekends and will host Friday night karaoke competitions this month and an Oct. 31 Halloween costume contest, each with cash prizes.

In the kitchen, chef Steve Figueroa, 37, prepares luncheon and dinner entrees, as well as items for the weekday and Sunday buffets. His favorite dishes include cognac salmon and the unique home-grown strawberry salad.

A New York City native who came to Plant City a decade ago, he has been cooking for 17 years, mostly at South Tampa restaurants. He said he's happy to be cooking close to home, preparing filet mignon and chicken Marsala for friends, neighbors and the parents of children who play ball with his son.

Figueroa said that although previous restaurants occupying the same ground-floor space of the restored 1920s-era brick building have failed, Joey's has the right combination to succeed.

"Everything is made fresh: the marinara sauce, the meatballs; nothing frozen," he said.

Steaks and salmon are custom cut in the kitchen. Pizza crust rolled by hand is seasoned with sauce made daily and freshly grated cheeses, he said.

The ambience of the newly decorated restaurant, live entertainment and a full-service bar with liquor, wine and draft and bottled beer create a winning concept, Figueroa said.

"And it's not pricey," he adds, with the $6.95 luncheon and Sunday buffets featuring rotating menus that include baked rigatoni, pizza, penne pasta and Caesar and house salads.

Dining room manager Gregory McDuffie, a Lakeland resident and veteran of Red Lobster and Red Barn Steakhouse, said comment cards filled out by customers reflect "a very good response" to the restaurant and menu.

IF YOU GO

WHAT: Joey's Place

WHERE; 110 E. Reynolds St., Plant City

WHEN: 11 a.m. to 9 p.m. Tuesday through Thursday, 11 a.m. to undetermined closing time Friday and Saturday; 11 a.m. to 3 p.m. Sunday, closed Monday

TELEPHONE: (813) 704-4824

TAKEOUT FAX: (813) 704-4835

WEB SITE: www.joeysplace-italiancuisine.com

Reporter George Wilkens can be reached at (813) 865-4433.

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