``Charleston Cooks!'' Retail Venture to Celebrate Food, Teach Preparation With Mix of Creativity, Fun, Products.

CHARLESTON, S.C. -- "Maverick" Approach to Retailing Ready to Open on East Bay Street

Charleston Cooks! is set to unlock greatness in household chefs, who may soon discover there is no such thing as work in the kitchen; only love of food.

Charleston Cooks! is preparing to open next week at 194 East Bay St. to debut a unique approach to retailing that combines everything to love about food. The 2,250 square-foot retail site will blend culinary classes and demonstrations with food products, cookware, cutlery, literature, cookbooks, and appliances, plus cooking presentations by local chefs.

The rich history, culture and evolution of Lowcountry cuisine will be a focus of many instructional programs.

The innovative business venture is developed by leading Charleston restaurateur Dick Elliott, founder and owner of Maverick Southern Kitchens, which manages three local restaurants: High Cotton, Slightly North of Broad and the Old Village Post House. The "Maverick" brand has become known for its creative and eclectic approach to the culinary art that has helped define local fare for an international audience.

"Charleston Cooks! will teach and celebrate food with a dash of Maverick surprise at every turn," said Elliott. "This is about the love of preparing food and preparing cooks, too. Our message is simple: `Do try this at home.'"

Another objective of the venture is to raise the profile of Lowcountry cuisine to the same image evoked by cuisines of New Orleans or Santa Fe.

"Our culture is defined in part by history, architecture, climate and so on," said chef Frank Lee, a partner with Elliott in the business. "It's also defined by food and hospitality. It's an art form that deserves center stage.

"Our goal is to present a true exploration in food preparation and to spark creativity," said Lee. "This is about helping folks develop a culinary instinct."

The facility will include an innovative model residential kitchen with audience seating for 40 people. The kitchen will be used for culinary classes and demonstrations featuring guest chefs from around the Lowcountry and beyond. The kitchen's intimate design gives audience members the feeling of being in a friend's home rather than a classroom.

Alliances and Events

Several business alliances also create instant brand power for Charleston Cooks!, including:

--Whole Foods provides all food products served in the kitchen.

--Viking Range has equipped the demonstration kitchen with its latest appliances.

--Viking Culinary cookware and kitchen tools will anchor the store's retail section.

--Signature Kitchens, a local kitchen interior design firm, designed the demonstration kitchen showcasing one of its premier cabinetry lines, Wood Mode.

Special events will highlight the facility and will be promoted through an event calendar expected to begin in early 2005.

Events will include wine tastings and special wine classes, group workshops and signature events for corporate team building exercises.

"Charleston Cooks! exists to glorify food and cooking," said Elliott. "And we want to share the secrets, tools and techniques of the Lowcountry's greatest chefs who surprise and inspire us."