Genuine Concepts, the Phoenix-born restaurant group behind The VIG, announced an all-new location of the Valley’s favorite neighborhood tavern is coming to Paradise Valley. Scheduled to open in 2026 inside a striking, bespoke building that takes full advantage of its park-like setting inside this 100-acre revitalization of the former PV Mall, The VIG PV is built around a sweeping outdoor dining patio filled with cozy nooks and even a semi-private desert garden.
As the eighth completely custom location of this neighborhood-centric collection, The VIG PV will also greet guests with subtle nods to Paradise Valley’s unique history and vibe, from the 1970s era mid-century modern post-and-beam entryway to the authentic adobe brick accents, and the floor-to-ceiling window walls bringing the native desert landscaping right into the dining room.
“The VIG has always been about serving the neighborhood,” says Genuine Concepts founder, Tucker Woodbury. “We’ve been looking at this area for a long time, so when this opportunity came up to create our own vibrant and totally unique building in the middle of this reborn neighborhood landmark, we jumped on the opportunity.”
Led by renowned chef, Jeremy Pacheco, The VIG PV will be open daily for lunch and dinner, plus weekend brunch and weekday happy hour from 3-6 pm. This will be the PV neighborhood’s first chance to savor Pacheco’s revamped menu of upscale tavern fare. Highlights include starters such as Crispy Calamari & Shrimp and Burrata served on grilled country bread. Plus, crave-worthy salads such as the Grilled Chicken Chopped, sandwiches such as Hot Honey Chicken and Pastrami Reuben, and entrées such as Rigatoni Chipotle Cream and Poblano Chicken Enchiladas.
First founded in 2006 with the opening of The VIG Arcadia, The VIG PV is the latest location for this hyper-local, community-driven tavern. Custom designed by Artie A. Vigil III of AV3 design studio, “Paradise Valley Mall was built in 1978, so the goal for this tavern location is to pay homage to design details of that era, while also incorporating Arizona-specific materials, such as dark woods, copper and adobe bricks sourced from one of the state’s last remaining Adobe suppliers.” As for signature outdoor dining spaces, “It’s inspired by Arizona’s love for the outdoors and what used to be called an Arizona Room, which were large outdoor screened porches where families would eat, and in some cases sleep, on warm desert evenings. This location affords us the most ideal orientation to the southeast, where the patio benefits from the warmth of the lower winter sun and optimal protection from the summer afternoon heat.”
“We’re proud to welcome The VIG to PV,” says Mike Ebert, Managing Partner at RED Development. “Our approach has been intentional, curating a mix of the top local & 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.”
