Masato's: Press

Press

January 95' --- New year's resolution resolved with Masato's

The clock was ticking down, the seconds were fading away and 1994 was getting closer and closer. In the seconds before the new year hit, Masato Okamoto made a resolution. He decided he would open his own Japanese restaurant.

Almost one year to the day, he opened Masato's Japanese Cuisine and Sushi Bar, 92 Beaver Creek Place, No. 12 in Avon's Market Center.

Okamoto had been a partner in a Japanese restaurant in Tucson, Ariz., but wanted to strike out on his own. He was looking at opening a restaurant in Phoenix, but just before he bought the retail space, four other Japanese restaurants opened, so he decided to take his wares elsewhere.

In October 1994, Okamoto bought a space in the Wal-Mart shopping center in Avon, hired the only available contractor and set out to build his dream. He was still living in Phoenix, and only saw the building once during the construction.

The space had been a surplus store before Masatoês, so he had to install the kitchen, plumbing, bathrooms, sushi bar - everything.

"I had a really good contractor," Okamoto said. "We had really good communication, with Fed Ex and telephone everyday."

"The first day I wanted to do training with my employees. We were so busy, but everything went OK. No customers were unhappy."

-Masato Okamoto
owner of Masato's Japanese restaurant

Just three months later, he opened the doors to his restaurant. Okamoto didn't even arrive in Avon until Feb. 1, to open the restaurant on the 21st.

"I had already organized the idea because I was going to open in Phoenix, so that part was done, the financing was done, all the employees, the important part had been done," Okamoto said.

He said even before they advertised, people were calling the restaurant to find out when it would open. The first night drew 75 people, and 125 came to eat the next day.

"I was surprised quite a bit," Okamoto said. "The first day I wanted to do training with my employees. We were so busy, but everything went OK. No customers were unhappy."

The restaurant keeps customers happy by offering good quality food at low to moderate prices. Masato's offers fish that is as fresh as you can get in the Rocky Mountains. Okamoto said the fish is flown from Los Angeles to Denver, then driven up to Vail.

"There is only three hours difference in our fish and the fish you can get on the coast," Okamoto said.

Masato's also has an advantage, because there is only one other Japanese restaurant in the Valley.

"I like to give people as close to what they would get in Japan here," he said.

Okamoto plans on changing the menu with the seasons so he and his customers don't get bored.

"I would rather keep the customers by changing the menu than have them get bored and go to another restaurant."

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BeaverCreek/Avon Location: 970.949.0330
In Chapel Square center, next to Office Depot.
Lunch - M-F 11:30am-2:00pm
Dinner - Nightly 5:30pm-10:00pm. Reservations are recommended.

Dillon Location: 970.262.6600
Next to Pier 1 Imports, in the City Market Center
Lunch - W-F 11:30am-2:00pm
Dinner - Nightly 5:00pm-10:00pm. Reservations are recommended.