Start with the impossible incongruity of the J-Bar at the Hotel Jerome.
Nice place, Hotel Jerome–right? A beautiful hotel by any measure. Vintage but with a nice modern spin on customer service. Bellhops won’t even let you open your own door. Spic and span.
Now the J-Bar, as in “J” for Jerome. A legendary locals watering home and arguably the most famous/infamous locals bar in any mountain town. Stories of John Wayne drunk. Stories of Hunter Thompson high. Stories of Gary Cooper sober. Stories of Owen Wilson trying to pick up the cute waitress from South Africa and being turned down flat.
The J-Bar not only encompasses the history of Aspen, but also includes the intersection of celebrity and the common man in America–a place where the average slob can eat the same high-class grub as the hot dog celebrity of the day. The beauty of the J-Bar in the 21st Century is that you could eat first-class Hotel Jerome food marked down in one of the great dive bars of our time.
But now we have a problem, and it ain’t pretty. It seems the Gaylord family is determined to bring the Hotel Jerome into the 21st Century as a five-star hotel, like The Little Nell up the street. But the task is all but impossible with the downscale J-Bar hunkered down on the edge of the building like a badass relative who won’t get up off the couch.
One way to get rid of locals is to raise prices that all but put the average hamburger out of reach for the down-on-your-luck local. Many locals are now talking about how the J-Bar is not what it used to be. A five-star dive bar is unofficially fighting for its life.
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