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Rio Bravo's junker vanishes in cloud of negative publicity
By TIM GRANT © St. Petersburg Times, published November 12, 2000 CARROLLWOOD -- A local landmark has disappeared from in front of Rio Bravo restaurant, leaving customers and local residents to wonder what has become of the old car that sat up on blocks for six years. Corporate officials had the car hauled off last week, after they learned some members of Tampa Bay's Mexican-American community felt it perpetuated a negative stereotype of their culture. "When it came to our attention that it was offensive to some people, we didn't hesitate to correct the problem," said Leslie Liberatore, spokesperson for Chevy's Fresh Mex Restaurants Inc. in San Francisco. Chevy's owns the Rio Bravo chain. Local managers of the restaurant, at 13001 N Dale Mabry Highway, near Fletcher Avenue, declined comment. The move came after a story last month in the St. Petersburg Times explored the history of the junked car and aired concerns of some Mexican-Americans. All Rio Bravo restaurants feature old photos and artifacts from Mexico inside, but only the Carrollwood store featured an inoperable car up on blocks outside. According to the store manager, the 1958 Mercedes was bought at a junkyard in Atlanta and shipped here when the restaurant opened in 1994. "I think it was a gimmick to get people to the restaurant and they thought it was funny," said Maria Teijlen, president of Tampa Hispanic Heritage Inc. "But I'm glad that after listening to what the community had to say they removed it." But some customers already miss the old car. It was an unusual prop that gave Rio Bravo a distinctive atmosphere, they said. "It's a loss to the area," said Nancy Anderson, a regular customer. "The spot seems so bare now." Scott Isabel of Brandon, visiting Rio Bravo last week, said, "It was like an icon. It gave the place character. It was something people got used to seeing." For the corporate office, it was an easy decision. The car wasn't even their idea. In April 1999, when Chevy's bought 66 Rio Bravo restaurants in the Southeast from Applebee's International, they inherited the stores as they were. The company officers weren't even aware of the Carrollwood car until they read the Times article. "This decision came from the top," Liberatore said. "Our business is serving the public. We are part of this community. The people spoke and we listened." As for what happened to the car, Liberatore could only guess. "I'm sure it's in a junkyard destined for some unglamourous future," she said. Some might ask how a junked car was allowed to remain at one of Carrollwood's busiest intersections for so long in the first place. Although the restaurant had no variance or special use permit, the county's code enforcement chief Don Shea said he never asked the company to remove the car because he considered it part of the restaurant's decor. Still, Shea applauded the company for the way it dealt with this issue. "It certainly does demonstrate that corporate America is not blind to the feelings of citizens who are potentially their customers," Shea said. "From a code enforcement prospective, the car was not subject to any action, however, I feel the action Rio Bravo has taken is in the best interest of the community." - To reach Tim Grant call 226-3471, or e-mail him at grant@sptimes.com.
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From the Times |
