Illegal Pete’s, a Front Range favorite for burritos and Southwestern fare since 1995, is set to amplify its Colorado presence with the announcement of two new locations and significant progress on its highly anticipated West Colfax restaurant in Denver. Founder Pete Turner revealed these expansion plans, highlighting the Colfax location as the future “flagship” for the growing chain. This strategic move coincides with Turner’s decision to appoint a CEO, marking a new chapter for Illegal Pete’s as it aims to capitalize on burgeoning opportunities and solidify its regional dominance.
The leadership transition, with Turner stepping into the role of acting president after 27 years at the helm, signals a proactive approach to scaling the business. The new CEO is expected to bring fresh expertise to leverage the chain’s existing success, which currently spans ten locations across the Front Range and two in Arizona. This expansion is not just about increasing the number of restaurants; it’s about strategically planting roots in key Colorado communities and creating a landmark destination with the West Colfax flagship.
One of the immediate expansions includes a foray into Colorado Springs. This June, Illegal Pete’s will debut its first location in the city, occupying a substantial 5,500 square foot space in the downtown area at 32 S. Tejon St. This move demonstrates the chain’s confidence in its brand appeal beyond its traditional strongholds and its willingness to tap into new markets within Colorado.
Further north, Wheat Ridge is also slated to welcome a new Illegal Pete’s. A 10-year lease has been secured for a 3,000 square foot space at 10009 W. 26th St. in the Gold’s Marketplace retail center. Turner anticipates this location to be operational by fall, situated above the unique Live Slow Brewing, Colorado’s pioneering brewery and bowling alley combo, which is also scheduled to open this summer. The Wheat Ridge location is strategically positioned to cater to the growing residential neighborhood and benefit from the synergistic mix of tenants in the revitalized Gold’s Marketplace.
Turner explained that the Wheat Ridge site wasn’t initially on his radar, but the appeal grew after conversations with Paul Sullivan and Emily Brown, owners of Esters Neighborhood Pub and fellow Park Hill residents. Their involvement in Gold’s Marketplace and the vision for a community-centric space convinced Turner to reconsider and join the project. This anecdote underscores the importance of local partnerships and community connections in Illegal Pete’s expansion strategy.
The investment in the Wheat Ridge build-out is estimated at $1 million, reflecting Illegal Pete’s commitment to creating inviting and well-designed spaces. Turner envisions leveraging the eastward views of Crown Hill Park by incorporating a patio and large windows, enhancing the dining experience for customers.
However, the crown jewel of this expansion phase is undoubtedly the West Colfax location at 4455 W. Colfax Ave. This project has been in development since 2019, and after pandemic-related delays and strategic rethinking, it is now moving forward with significant enhancements. Initially, plans involved renovating the existing structure, formerly a staffing agency. However, Turner has opted for a complete demolition, scheduled for this fall, to pave the way for a purpose-built flagship restaurant.
To realize this ambitious vision for the Illegal Petes Colfax flagship, Illegal Pete’s has enlisted the acclaimed Tres Birds architecture firm. Known for their innovative designs of popular Denver venues like Uchi and Happy Camper, Tres Birds is tasked with creating a space that embodies the future of the Illegal Pete’s brand. This partnership signals a commitment to architectural excellence and a desire to create a truly distinctive dining destination on West Colfax.
The new West Colfax building will span 3,500 square feet and incorporate sustainable design elements, reflecting a forward-thinking approach. Turner aims to integrate solar panels, advanced composting and trash systems, and eliminate the reliance on gas, showcasing a commitment to environmental responsibility. This focus on sustainability aligns with growing consumer preferences and positions the illegal petes colfax location as a modern and responsible establishment.
The decision to rebuild from the ground up on West Colfax, rather than renovate, reflects a strategic shift towards creating a truly iconic location. As Turner stated, “This gives us more time to be creative and have the opportunity to think about every little detail from the ground up.” This meticulous approach suggests that the illegal petes colfax Illegal Pete’s will be more than just another restaurant; it will be a flagship experience, carefully crafted to represent the brand’s evolution and future direction. For Denver residents and visitors, the forthcoming illegal petes colfax location promises to be a significant addition to the city’s vibrant culinary landscape and a testament to Illegal Pete’s enduring appeal.
