Michelin-starred chef John Fraser says that his new restaurant, Lilac, will radiate a style of comfort and approachability, even though its home will be in Tampa’s first five-star luxury hotel, Tampa EDITION.
Influenced by the familiar neighborhood eateries of his California youth, Fraser says he wants his restaurants to always express “comfort and nourishment.”
“When it comes to food there should always be something approachable,” he says. “That’s what you’ll find in the cuisine, even though sometimes it flies kind of high. We try to bring it down to a level where everyone can appreciate it.”
The Mediterranean-inspired fine-dining restaurant opens this summer under Fraser’s stewardship. He’s also chef partner for two more restaurants in the hotel: a more casual three-meal-a-day restaurant, and a rooftop restaurant.
Fraser made a name for himself through his role as one of the first chefs to place the culinary spotlight squarely on vegetables, redefining their role in American cuisine. He earned a Michelin star at the New York City restaurant Dovetail (which closed in 2018).
In additional to Dovetail, Fraser opened several restaurants in New York and has collaborated with EDITION hotels in New York City’s Times Square and in Los Angeles. (“EDITION has been a fantastic partner,” Fraser says.) The smaller city of Tampa is not usually grouped together with New York City and L.A., but Fraser says Tampa’s size is its advantage.
“In a large city, there’s a lot more noise and a lot more competition,” he says. “I’ve spent quite a bit of time in Tampa and I really like it. There are a lot of great restaurants and a lot of curious people, and that’s what I consider the vibration of a great food city.”
Speaking several months before Lilac was set to open, Fraser could provide few menu details, but said that the Mediterranean would guide the culinary choices, as would the restaurant’s Florida location.
“We’re excited about using the products that are from Tampa and from the Gulf,” he said. “Much of what we do is about health and wellness and vegetable-forward cooking. We start with the season and the context—what’s coming out of the ground and what’s coming out of the sea.”
Tampa EDITION will become the fifth U.S. property for the EDITION hotel group, which is a collaboration of Marriott International with Ian Schrager. Schrager and his late business partner, Steve Rubell, created the legendary Studio 54 and Palladium nightclubs. Schrager entered the hotel business in 1984, where he pioneered the “boutique hotel” movement.
