David von Storch is president and founder of Urban Adventures Cos., a lifestyle company that established VIDA Fitness with Aura Spas, Bang Salon and Capitol City Brewing Co. Storch’s first foray into modern cuisine, the 901 restaurant in Penn Quarter, has a grand opening scheduled for June 10. What’s 901’s take on “a creative American-style sharing menu”?
If you think about it, American food is, by definition, international cuisine. Unless you’re talking about burgers and fries, there’s influences of Asian, Italian, all sorts of cooking. At 901 you’ll see New England mussels … to tuna that’s lightly fried like you’d see in a sushi restaurant. It’s eclectic. But what’s different is … each sharing menu item is individually portioned so everybody gets to share without feeling like you’re all grabbing for [your] food.
How does 901 fit in with UA Cos.’ fitness, spas and salons?
At Bang and VIDA, we realized there is an opportunity to introduce a food and entertainment division of the company and 901 is our realization of the confluence of our different concepts. … So we’re walking the walk and not just talking the talk.
What attracted you to selling this particular lifestyle?
I think it grew out of my desire to grow my fitness business. For me it was a natural extension of my fitness business and it was a way to marry my 20-year business with one more recently developed. And, candidly, I so enjoy the staff and the energy and the psychographic profile of the people who want to work for this [company.]
Any dirty little un-fitness-friendly secrets you’re hiding?
Well, I’m really strict about my diet for breakfast and lunch. But by dinner time I’m a little bit looser … 901 has some really flavorful options that are not low fat that I go for and I have no guilt.
