Shane Gerde says he’s noticed a shift recently. “Five of my friends in the last three years have moved out to La Mesa,” he says. “There’s a lot of people that have gotten priced out of North Park and South Park in these areas, that have moved out to East County that want a cool place that they go to.”

When his business partner Adam Cook, who also owns Bluefoot Bar & Lounge in North Park, saw the old Coo Coo Club property for sale, Gerde said he immediately knew what he wanted to build. “I was like, if you did a country bar in East County, it would go over pretty well.” Fast forward two years, and Neon Moon will open on Wednesday, October 30 in Lakeside.

Gerde originally hails from Washington State and says that roadside bars he’d stop at when driving through rural areas of Montana and Idaho inspired him. But he wanted to create something thoughtful, “a bar that feels transportive,” he explains, driven by quality cocktails and ambiance.

Cook is no stranger to early entry into burgeoning neighborhoods, either—when he opened Bluefoot in 2006, North Park had hardly begun to emerge as a destination for locals, much less tourists. Now, it’s known as one of the hippest neighborhoods in the country, recognized by outlets like Forbes and Travel Mag.

They formally acquired the space around 18 months ago, with Cook and Sarah McAlear as principal owners, Gerde as an operating partner, and Sina Kennedy as another partner. They had to completely gut it to create a 21+ concept partially inspired by ’70s and ’80s country bars in Texas.

Inside features a lounge area with a working fireplace, along with a stained oak bar and crushed velvet orange chairs for a lived-in living room feel, explains Gerde. He handled much of the design, inspired by elements like his dad’s old Chevy pickup. 

“The seating area has green vinyl booths, and I mirrored the stitch pattern off of one of my dad’s old trucks,” Gerde says. “Then you work your way down to the dance floor, three steps from the bar and lounge area with a checkered floor.” A disco ball and velvet paintings lead past two pool tables before getting to the outside patio.

“It looks like a really well-done backyard patio,” he promises, with another fireplace, string lights, corn hole, darts, and passionfruit vines growing along a hog wire fence. “The outside also has a full working bar… everything that’s available inside is available outside,” he explains.

Cook and Gerde brought on Nickey Bakke to manage the bar program, which will incorporate her experience at places like the tiki sensation Tonga Hut in Los Angeles, Market in Del Mar, and South Congress venue The Continental Club in Austin, Texas. Neon Moon will offer four draft cocktails, a typical menu, 10 draft beers, and at least 25 cans and bottles. 

Expect tiki-inspired offerings, riffs on classics like an Old Fashioned and espresso martini, and novelties like a Rattlesnake margarita inspired by Bali Hai’s famous Mai Tai and served in a chilled mug. It’s made with anejo tequila, mezcal, agave nectar, lime, and Everclear because “what’s more country than Everclear?” he laughs. “High-proof neutral spirit? Absolutely.” 

Gerde says he hopes Neon Moon will be different in a neighborhood lacking specific product-driven places to hang out but seems familiar to everyone who walks in. “I think that when they get there, they’ll feel like they’re in another place in time,” he says. He hopes to be a part of the area’s evolution as well. “I think East County is going to change,” he muses. “There’s plenty of room out there.”

San Diego Restaurant News & Food Events

San Diego Beer Week Begins This Friday

Friday, November 1, kicks off the 16th annual San Diego Beer Week, hosted by the San Diego Brewers Guild. The 10-day event takes place at breweries, bars, restaurants, and brewpubs across the county to celebrate local, independent, craft beer, starting with a virtual kick-off toast at 7:30 p.m. Be sure to check the Guild’s website for a calendar of activities and social media for pop-up events and more opportunities to partake.

Don’t miss the annual Capital of Craft IPA collaboration beer, a West Coast IPA available on draft and in cans at all Guild member breweries during Beer Week. Festivities wind down at the Capital of Craft Beerfest on Saturday, November 9, behind Kilowatt Brewingon Clairemont Mesa Boulevard. Get your tickets to the 21+ event here. 

Beth’s Bites

• “Cancer bad, cocktails good” seems universally agreed upon by those who imbibe for a cause. On Friday, November 1, head to Understory Bar for the Susan G. Komen Sip for a Cause with F&K Spirits to raise money and awareness of breast cancer. 
• It’s hard to know what news is real right now, but it appears that Pancho Villa in North Park is, in fact, actually closing. Get your tortillas while you still can.
• Nightlife venue and Asian-inspired restaurant AKA is now open at 611 Fifth Avenue, with plenty of plates, cocktails, and sexily-lit moodiness. 
• Free pizza, anyone? Mr. Moto is teaming up with the YMCA to offer a free pizza every Monday in November to raise money for the YMCA’s Solidarity Journey, a program aiming to end youth homelessness across San Diego. More information is available here, and yes, some exclusions apply.

Have breaking news, exciting scoops, or great stories about new San Diego restaurants or the city’s food scene? Send your pitches to [email protected].