Rock & Brews: Gene Simmons, Craft Beers + Big Televisions

The partners
The partners
Rock & Brews

We're good with Russell, Bill and Richard, but as far as Simmonses are concerned, Gene has got to go. With a tongue like an unfurling red carpet and a mouth as wide and bilious as a landfill, the bassist once known as Chaim Weitz has carved out a sizable entertainment business empire. And now, the KISS star is expanding -- to the realm of food and drink.

On April 3, Gene Simmons and partners Michael Zislis and Dave Furano will reopen Rock & Brews in El Segundo as a rock-themed establishment with "hundreds of craft beers," a kid- and dog-friendly atmosphere, and walls festooned with vintage show posters and gigantic televisions cycling through top-flight concert footage.

It's been well-documented that Gene Simmons knows more about business than playing the bass. According to the PR missive we received, he's a "television star, multihyphenate entrepreneur, writer, lecturer and guest of financial and news programs." Judging by the plan, with any justice, he'll soon wear the badge of ex-barkeep. We're into hoppy brews and "quality comfort foods that feed the soul as much as the appetite," but we wouldn't give this joint a try if Rock & Brews were serving the last sweat-beaded Budweiser in existence.

Our guess is that -- like a bloated 30-year-old arena act still cashing in on casino gigs -- Rock & Brews will manage to survive. Word is that El Segundo's Rock & Brews will not be the last to grace Planet Earth. Another soon will occupy digs at LAX, and locations in Denver, Atlanta, Maui, Tokyo and Los Cabos are on the way. The official April 3 opening of this first installment will feature a private luncheon for returning war veterans and a "star-studded ... bash" hosted by the tongued one himself.

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