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Stephen Montoya
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Stephen Montoya
A wall of art depicting famous people who have enjoyed cigars over the years looms over the main dining area at the 206 Eat Drink Social + Food Hall in Roanoke. Each face, which includes icons like Groucho Marx, Winston Churchill, and pop superstar Rihanna, peer out of a series of mock windows on a wall that divides a new cigar lounge from the rest of the food hall.
Behind this street façade, which includes two faux street lamps, is a crew of construction workers busy building out what will be the J. Merrill Cigar Lounge. This 1700-square-foot space will include a 21-foot-long walk-in humidor, a bar with a selection of drinks that will pair well with a cigar, and a VIP lounge. Outside, J. Merrill opens up to an 1800 square-foot patio shaded by a fully grown tree.
This concept is the brainchild of Lee Youngblood, who named the lounge after her late father, a veteran who loved his country almost as much as he did cigars. The way she puts it, enjoying a cigar with her father was a chance for the two of them to bond during family events, or after a long day of work.
Youngblood says she had the idea of opening a cigar lounge to honor her father for years, a notion she decided to jump on when she moved back to North Texas after living in the Big Easy for 20 years.
“At some point I wanted to get back to Texas with my family and left my job and decided now's the time to really just chase my dreams,” she says.
Almost simultaneously while unpacking boxes, Youngblood called some friends and told them her idea. Their advice; meet cigar aficionado Marcus Evans.
“Since then, we’ve been on this trek together,” she says.
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Stephen Montoya
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Stephen Montoya
Evans, who is the general manager of the J. Merrill Cigar Lounge, says, just like Youngblood, his father also turned him on to the world of cigars during his first year of college.
“My dad was a Marine colonel, retired, and so he was so proud of me, we shared a Patron 1964 on a patio at a house he was renting,” Evans says. “from there, it kind of just took off, [I] fell in love with it. I've been around the industry for years.”
After moving back to Texas from Kentucky, Evans says he dove headfirst into the tobacco community, working at different cigar lounges as a cigar rep.
According to Evans, getting into the realm of cigars is very much like getting into the world of fine wines or whiskeys; at first everyone is a novice. To combat what could take several years of trial and error, Evans says he’s ready to help guide J. Merrill’s clientele towards cigar flavors they like based on several flavor profiles.
For example, Evans explains he starts off by asking clients if they like bitter or sweet, or dry or not dry flavors.
“This is helpful for me to understand in my mind where your palate kind of lands as far as tobacco, as far as regions, as far as profiles go. And then giving you at least three to five options to choose from. Plus giving you the background and understanding why I chose those for you. That's the first step,” he says.
For those of you who swear by or strive to try a puff of the ever-elusive Cuban cigar, Evans says there’s more to it than a name.
“So many people don't realize that in today's industry, especially here in the U.S., more of your tobacco is Cuban seeded with the historic roots of Cuban families, but more so grown in other places like Nicaragua, Honduras, Ecuador, and Costa Rica,” he says. “These families migrated and they've kind of taken their tradition in what their families are known for and made it into these massive organizations or manufacturing companies that produce a great product to the American public.”
Stephen Montoya
This is just an example of the kind of knowledge Evans has to offer J. Merrill’s clientele, as they peruse the selection of cigars the business will offer in its 21 ½ foot x 10 ½ wide humidor.
“The brands that I want to cultivate and bring in are not based on my taste, but more so specifically what my customers are asking for,” Evans says. “How can I provide and tailor the experience for you, where if you've had a terrible experience before? I want to change that perception, bring in and cultivate the kind of the experience where people from different walks of life, maybe a janitor and a CEO, can sit down and have a conversation on equal playing field.”
Outside of the cigars, the drinks, and background info, J. Merrill also boasts a speak easy style entrance that will open with a code. This along with a VIP lounge equipped with lockers is estimated to be very popular among serious cigar smokers. There will also be several TVs sports fans can catch their favorite games on in the main lounge area.
Both Evans and Youngblood estimate the J. Merrill Cigar Lounge to be open in September since construction on this new establishment isn’t complete. What is complete though, is the start of Youngblood’s vision, which gets closer to fruition with every nail and piece of drywall.
“We’re excited to offer this concept in this area of town,” Youngblood says. “I feel like we’re supplying a product that hasn’t been officially represented here yet.”
