Genuine Concepts, the Phoenix-born restaurant group behind The VIG, announced the opening of an all-new location of the Valley’s favorite neighborhood tavern in Paradise Valley.
Scheduled to open in 2026, The VIG PV will be housed in a striking, custom-built facility that fully embraces its park-like surroundings within the 100-acre revitalization of the former PV Mall, according to inbusinessPHX. The restaurant features a spacious outdoor dining patio filled with cozy nooks and a semi-private desert garden. As the eighth unique location in this neighborhood-focused collection, The VIG PV will welcome guests with subtle references to Paradise Valley’s distinctive history and atmosphere. Highlights include a mid-century modern post-and-beam entryway from the 1970s, authentic adobe brick accents, and floor-to-ceiling windows that seamlessly integrate the native desert landscaping into the dining experience.
“The VIG has always been about serving the neighborhood,” Genuine Concepts founder Tucker Woodbury said in a news release. “We’ve been looking at this area for a long time, so when this opportunity came up to create our own vibrant and unique building in the middle of this reborn neighborhood landmark, we jumped on the opportunity.”
Under the leadership of renowned chef Jeremy Pacheco, The VIG PV is set to open daily for lunch and dinner, with weekend brunch and a weekday happy hour from 3 to 6 PM. This will be the Paradise Valley neighborhood’s first opportunity to enjoy Pacheco’s revamped upscale tavern menu, featuring highlights like Crispy Calamari & Shrimp, Burrata on grilled country bread, Grilled Chicken Chopped salad, Hot Honey Chicken and Pastrami Reuben sandwiches, and entrées such as Rigatoni Chipotle Cream and Poblano Chicken Enchiladas.
Since its founding in 2006 with The VIG Arcadia, The VIG PV has embraced a community-focused approach. Designed by Artie A. Vigil III of AV3 Design Studio, the tavern reflects 1970s design while incorporating Arizona materials like dark wood and adobe bricks. Traditional Arizona Rooms inspire the outdoor dining spaces—large screened porches for family gatherings——and offer a perfect southeast orientation for warmth in winter and shade during summer.
“We’re proud to welcome The VIG to PV,” Mike Ebert, Managing Partner at RED Development, said in a news release. “Our approach has been intentional, curating a mix of the top local and national restaurants with the goal of creating a dynamic dining experience. The VIG is a natural fit, enhancing the vibrant atmosphere and perfectly aligned with our vision for restaurants that bring energy and connection to the community. We know it will further enrich Paradise Valley as a premier dining destination.”
