Las Vegas Sun

March 29, 2024

Emmitt Smith jumping into restaurant business at Fashion Show in Las Vegas

Emmitt's Las Vegas Coming to The Strip

Steve Marcus

Pro Football Hall of Famer Emmitt Smith looks over artist renderings of his restaurant at the Fashion Show Mall Thursday, Aug. 18, 2022. Emmitts Las Vegas, a 30,000+ sq. ft. restaurant and event venue, is expected to open at the mall near the end of 2022 of early 2023.

Emmitt's Las Vegas Coming to The Strip

Pro Football Hall of Famer Emmitt Smith poses by artist renderings of his restaurant at the Fashion Show Mall Thursday, Aug. 18, 2022. Emmitts Las Vegas, a 30,000+ sq. ft. restaurant and event venue, is expected to open at the mall near the end of 2022 of early 2023. Launch slideshow »

Emmitt Smith never had the desire to open a restaurant, but an opportunity in Las Vegas was something the Pro Football Hall of Fame running back says he couldn’t run away from.

Smith’s new restaurant, Emmitt’s Las Vegas, will open at Fashion Show Las Vegas on the Las Vegas Strip within three to six months.

Taking over the location once housed by Sugar Factory, Smith’s establishment — run by executive chef Rainer Schwarz — will face the Strip and sit across from the Wynn near the intersection of Spring Mountain Road and Las Vegas Boulevard.

“When you think about Vegas and all the different casinos and the success of some of the restaurants in all of these casinos, and in the influx of people coming from around the world,” Smith said, “it made good sense to give it a shot.”

Smith has dabbled my many ventures since his playing career ended in 2004.

The NFL’s all-time leading rusher and three-time Super Bowl champion with the Dallas Cowboys has since tried his hand as a football analyst and also won Season 3 of “Dancing With the Stars.”

He’s also started E. Smith Advisors, a real estate company, and EJ Smith Construction, both near Dallas.

But this new venture, as Smith said, is more than just putting his name on something. Emmitt’s Las Vegas will primarily be a steakhouse and seafood restaurant, but with a touch of Southern-style cuisine.

“We’re going to play with the menu a bit,” Smith said. “But you have so many people coming from around the world and you want to cater to as many folks as you can without killing the restaurant.”

The 30,000-square-foot, two-level restaurant won’t be hard to miss when walking along the Strip.

Two giant LED video boards can be seen from the front of the restaurant with the main dining area sitting underneath. The plan is to seat at least 200 customers on the ground floor.

The upper deck might not be ready in time for opening, Smith said, be cause the Sugar Factory carousel and gazebo still need to be taken out, as well as the turf surrounding it.

Along with the location, Smith said Las Vegas made the most sense from the materials that were available from a construction standpoint.

“Think of all the stuff that’s been built here,” he said. “They don’t waste any time. They get it going, get it up and once it opens, everything flows. Construction and development and architecture renderings, that’s all part of the process.”

Las Vegas has become an epicenter for celebrities going into business on the Strip, whether it be retail or restaurants. Among them, legendary basketball star Shaquille O'Neal opened chicken concept Big Chicken across from Virgin Hotels on Paradise Road, and pop star Rihanna's lingerie company, Savage x Fenty, opened its brick-and-mortar location inside Fashion Show in January.

"Las Vegas is the perfect destination for celebrities to bolster new business ventures," said Brent Gardner, senior general manager at Fashion Show. "We anticipate Emmitt’s Las Vegas will quickly become one of the most coveted dining and nightlife destinations in Las Vegas. We look forward to Emmitt's opening as the restaurant will provide the perfect atmosphere for a memorable experience for locals, travelers and large groups."

Smith said growing up from humble beginnings gave him an appreciation for finer dining.

“I like to have a good experience,” Smith said. “When you go through the ranks of life and you have an opportunity to go to some of the finer places in the world and fine dining, you appreciate it. This right here gives us an opportunity to touch a variety of people right here in a very dynamic city.”

As for what he ultimately expects, in true competitive nature, Smith is confident.

“I think our food is not going to be better, but as good as anyone else’s around here,” he said.

Danny Webster can be reached at 702-259-8814 or [email protected]. Follow Danny on Twitter at twitter.com/DannyWebster21.