The concept launched in 1991 at 91 Seventh Avenue South under the direction of hospitality entrepreneur D.R. Finley. At the time, Manhattan dining favored either neighborhood bistros or white-tablecloth formality. Finley gambled on an unhinged hybrid of dinner theater, sideshow cabinet of curiosities, and British pub culture. Diners entered through secret panels and sliding bookcases, ushered into dimly lit rooms by actors playing mad scientists, Victorian grave robbers, and deranged explorers.
The space functioned like an amusement park ride with a liquor license. Every 15 minutes, synchronized light sequences triggered talking gargoyles, sinking ceilings, and animatronic skeletons dangling from the rafters. The food, mostly overpriced pub fare like the "Create-Your-Own Monster Burger", mattered far less than the spectacle. For suburban families traveling into the city, birthday parties, and college students seeking eccentric dive vibes, the Greenwich Village spooky bar became an essential pilgrimage.
The formula struck lightning before modern social media existed. Lines routinely wrapped around the block. Emboldened by suburban foot traffic, the operating group pushed the concept onto Manhattan’s biggest commercial stage: Times Square.
