All creative marketing aside, perhaps the best advertising is the most straightforward. This is exemplified by the covertly situated Rockwell VT in Los Feliz. They hung an enormous banner on the side of a building declaring “Premium Liquor, Happy Hour – EVERY DAY 5pm-8pm.” If you’re me, this is akin to a tractor beam. Well played, bar.
Rockwell is the kind of place that seems weirdly out of place at the gateway to the Land Of Deliberately Ramshackle Los Feliz, mere blocks from American Apparel, Figaro Café, and overpriced vintage stores. There’s a speakeasy feel as you climb the hidden stairwell, only accessible via the alley. But inside you’re rewarded with something out of Inception – a massive tree planted squarely in the middle of the “inside-but-you’re-outside-but-you’re-inside” courtyard bar, backlit insect cutouts across the walls, a wood veneer DJ booth from whence coolly hypnotic beats pulse.
The wide selection of cocktails are well-made, if not particularly ground-breaking. I found the Veev-jito particularly delicious (Veev Acai, muddled mint, lime juice, champagne). Despite my profound NY-bred pizza snobbery, the wild mushroom wood-fired offering is decidedly Not Terrible, and it’s hard to go wrong with an enormous mound of fries (seriously, it would feed hipsters for DAYS) for $5.00.
All in all, Rockwell’s shameless hawking of its happy hour with impossible-to-miss banners belies a sleek, hip interior and tasty drinks. Oh, and for those reluctant to venture east of La Brea? You will not, in fact, spontaneously burst into flames – promise.
Happy Hour: Daily 5pm-8pm (that’s including weekends, y’all!)