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Echo Park Gold Room Rebrands As Expensive Cocktail Bar

(Photo by Alex Thamer via LAist Featured Photos pool on Flickr)
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In May, Echo Park's Gold Room closed suddenly, with no word on the cause or future of the iconic dive bar. The secret is out now, as it appears the watering hole has been re-branded into an expensive cocktail bar, according to Eater. L.A. Times reporter Javier Panzar visited the new version of the neighborhood institution on Friday and posted photos of its revamped look and new menu.

After the Gold Room closed, Eater noted how the liquor license was still in the Perez family's name, so it was clear the bar hadn't been sold in any capacity. The new space features purple neon lighting running under the bar and along the walls, as well as an electronic jukebox in the back.

Most notably, however, is the change in menu. The Gold Room now features specialty cocktails including the "El Diablo" (Tabasco sauce, vodka, worcestershire sauce, cherry tomatoes, basil, oregano, and black pepper) and the "Oaxaca Old Fashioned" (Aztec chocolate bitters, Makers Mark whisky, agave, and orange zest). They have five to six different red and white wine-by-the-glass options, as well as a $14 beer flight (or you can get a Blue Moon for a cool $9).

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According to a letter from the Perez family, the sons have taken more ownership of the bar and are steering it in this new direction. They cite the changes in Echo Park over the years and how their bar always had a reliable crowd, but recent years have seen massive changes in clientele (interestingly, they cite Dodgers fans as a larger influence than the hipster migration into the neighborhood). They write,

"We realized some of you might see it and not feel at home but we want to assure everyone that we will try our hardest to give the best service possible along with new quality products. All we ask is to please give us a chance and try it out. We hope someday all you loyal customers come to enjoy our new Gold Room."

In other news, how's the new development at Sunset and Alvarado coming along?