Q&A With Charlotte Moore: Renovation of Dick’s and Serf Theater a True Labor of Love

Renovated Bar

Q. Dick’s has undergone major changes in the past several years. What prompted you and Jonathan to invest in your business and the community in this way?
A. Dick’s has been a premier destination for many years, and we are committed to maintaining our reputation as one of the gems that our stunning city has to offer. We love Las Vegas, it’s our home, and we want the best for our community and guests.

Q. The history of Dick’s goes back to the ‘40s. How has the business changed over time?
A. Dick’s began with a small package store and bar and has evolved into a charming establishment offering food and wine aficionados a chance to indulge in a great culinary experience. Dick’s offers fine dining as well as notable noshes in a cozy environment. Las Vegas’ (oldest) watering hole.

Q. When did Jonathan and you take over ownership of Dick’s?
A. Spring of 1991….24 years!

Q. What do you want people to know about Dick’s they might not know?
A. Established in 1940—and since then has only had three owners—and in the same family (Moore’s) since 1976.

Historic Serf TheaterQ. Talk about the renovation of the Serf and the creation of the events center. How does this addition enhance the entertainment offerings in Las Vegas and the area?
A. Renovation was a true labor of love encompassing months of planning and surveying in order to maintain its historical significance. It was transformed into a beautiful hall for enjoyment of drama, dance, and concert performances while maintaining its architectural features. The marquee remains in place to announce weddings and other upcoming events.

Q. You are planning a big event for New Year’s Eve. Talk about the Masquerade, what is it and how do folks dress for it?
A. The Historic Serf invites all of Las Vegas to discover The Serf on New Year’s Eve! We are hosting a Masquerade Ball—so do wear a celebratory mask and your fanciest attire.

MasqueradeQ. What is the entertainment for the evening and what time does everything get started?
A. Cuarenta Y Cinco will be providing the music for our New Year’s Eve Masquerade—which begins at 9 p.m.

Q. What about food and libations? A. Two full bars will be open featuring signature cocktails.
A. Our late night eats will be featured in our VIP Section (Mezzanine Bar) throughout the evening.

Q. How much are tickets and what is included?
A. VIP $20 (includes late night eats and champagne toast) GENERAL ADMISSION $10.

Q. Tell readers why the Historic Serf Theater is the best place to be on New Year’s Eve.
A. LIVE MUSIC, signature cocktails, BALLOON DROP AT MIDNIGHT! (filled with prizes!). Northern New Mexico’s premier venue. Come see what we have to offer!


Images: Courtesy of Dick’s Website and Charlotte Moore