{"id":2457412,"date":"2020-04-20T06:00:00","date_gmt":"2020-04-20T12:00:00","guid":{"rendered":"https:\/\/www.aspentimes.com\/?p=324559"},"modified":"2020-04-20T06:00:00","modified_gmt":"2020-04-20T12:00:00","slug":"high-country-silverpeak-unveils-plans-for-a-brand-takeover-of-520-grill-in-aspen","status":"publish","type":"post","link":"https:\/\/alwaysmountaintime.com\/kspn\/local-news\/high-country-silverpeak-unveils-plans-for-a-brand-takeover-of-520-grill-in-aspen\/","title":{"rendered":"High Country: Silverpeak unveils plans for a brand takeover of 520 Grill in Aspen"},"content":{"rendered":"<div class=\"swift-gallery p402_hide\" readability=\"6.4986225895317\">\n<ul id=\"imageGallery-324559-410\" class=\"gallery list-unstyled gallery-container\">\n<li data-thumb=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/04\/highcountry-atw-042320-2-150x150.jpg\" data-src=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/04\/highcountry-atw-042320-2-1024x682.jpg\" data-sub-html=\"Michael Brands\/Courtesy photo | The luxury cannabis dispensary Silverpeak announced Monday it will be expanding into the former 520 Grill restaurant and rebranding it Silverpeak Grill.\" class=\"swift-gallery-slide h-100\" readability=\"-1.5\">\n<div class=\"caption\" readability=\"8\">\n<p><strong>The luxury cannabis dispensary Silverpeak announced Monday it will be expanding into the former 520 Grill restaurant and rebranding it Silverpeak Grill.<\/strong><br \/>Michael Brands\/Courtesy photo<\/p>\n<\/div>\n<div class=\"row no-gutters h-100\">\n<div class=\"col my-auto\"> <a href=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/04\/highcountry-atw-042320-2-1024x682.jpg\"> <img decoding=\"async\" src=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/04\/highcountry-atw-042320-2-1024x682.jpg\" data-no-lazy=\"1\" alt=\"The luxury cannabis dispensary Silverpeak announced Monday it will be expanding into the former 520 Grill restaurant and rebranding it Silverpeak Grill.\"><\/a><\/div>\n<\/div>\n<\/li>\n<li data-thumb=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/04\/highcountry-atw-042320-2-1-150x150.jpg\" data-src=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/04\/highcountry-atw-042320-2-1-1024x768.jpg\" data-sub-html=\"Courtesy photo | Silverpeak CEO Chapman Ducote\" class=\"swift-gallery-slide h-100\" readability=\"-2\">\n<div class=\"caption\" readability=\"7\">\n<p><strong>Silverpeak CEO Chapman Ducote<\/strong><br \/>Courtesy photo<\/p>\n<\/div>\n<div class=\"row no-gutters h-100\">\n<div class=\"col my-auto\"> <a href=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/04\/highcountry-atw-042320-2-1-1024x768.jpg\"> <img decoding=\"async\" src=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/04\/highcountry-atw-042320-2-1-1024x768.jpg\" data-no-lazy=\"1\" alt=\"Silverpeak CEO Chapman Ducote\"><\/a><\/div>\n<\/div>\n<\/li>\n<li data-thumb=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/04\/520-Grill-150x150.jpg\" data-src=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/04\/520-Grill.jpg\" data-sub-html=\" | 520 Grill owner Troy Selby, right, in the restaurant set to be rebranded as Silverpeak Grill. Aspen Times file\" class=\"swift-gallery-slide h-100\" readability=\"-0.5\">\n<div class=\"caption\" readability=\"10\">\n<p><strong>520 Grill owner Troy Selby, right, in the restaurant set to be rebranded as Silverpeak Grill. Aspen Times file<\/strong><\/p>\n<\/div>\n<div class=\"row no-gutters h-100\">\n<div class=\"col my-auto\"> <a href=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/04\/520-Grill.jpg\"> <img decoding=\"async\" src=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/04\/520-Grill.jpg\" data-no-lazy=\"1\" alt=\"520 Grill owner Troy Selby, right, in the restaurant set to be rebranded as Silverpeak Grill. Aspen Times file\"><\/a><\/div>\n<\/div>\n<\/li>\n<\/ul>\n<p class=\"caption-toggle\"><a href=\"https:\/\/www.aspentimes.com\/news\/weekly\/high-country-silverpeak-unveils-plans-for-a-brand-takeover-of-520-grill-in-aspen\/#\" class=\"show-captions\">Show Captions<\/a><a href=\"https:\/\/www.aspentimes.com\/news\/weekly\/high-country-silverpeak-unveils-plans-for-a-brand-takeover-of-520-grill-in-aspen\/#\" class=\"hide-captions\">Hide Captions<\/a><\/p>\n<\/div>\n<p class=\"STND-STND BodyText\">Professional race car driver, serial entrepreneur, and extreme athlete are three titles Chapman Ducote has held over the past 20 years. And now at the dawn of a new decade, he\u2019s added yet another one to his hat: cannaboss.<\/p>\n<p class=\"STND-STND BodyText\">As the new CEO of pioneering luxury cannabis dispensary Silverpeak, Ducote and co-owner Jason Young <a id=\"N0x17295b0N0x17255a0:N0x17295b0N0x17614e0\" href=\"https:\/\/www.aspentimes.com\/news\/new-silverpeak-owners-plan-largest-marijuana-chain-in-state\/\">acquired the licensed store<\/a> in Aspen and High Valley Farms, its cultivation operation in nearby Basalt for $8.35 million in January (DBA Silverpeak Real Estate) from previous owner Jordan Lewis.<\/p>\n<p class=\"STND-STND BodyText\">Ducote exclusively shared with the Aspen Times that he\u2019s entered into a partnership with longtime local Troy Selby, chef and owner of 520 Grill, which opened in Silverpeak\u2019s neighboring space in 2010. By the end of the year, the company\u2019s second act plans to grow into the largest cannabis retail chain in Colorado with more than 20 newly acquired and rebranded <a id=\"N0x17295b0N0x1725600:N0x17295b0N0x1761600\" href=\"https:\/\/silverpeakcannabis.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Silverpeak<\/a><i class=\"fas fa-external-link-alt\"><\/i> dispensary locations, plus six new grow facilities across the state.<\/p>\n<p class=\"STND-STND BodyText\">Ducote is confident that despite coronavirus, expansion plans will remain on-schedule.<\/p>\n<div class=\"row\">\n<div class=\"col\">\n<div class=\"row at-donation at-donation-mobile p-0\">\n<div class=\"col-xl-4 p-2\">\n<div data-bg=\"url(https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/03\/AT-logo-white.png)\" class=\"p-0 mt-2 mb-2 h-75 text-center rocket-lazyload\"><img decoding=\"async\" src=\"https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/03\/AT-logo-white.png\" class=\"logo m-0 p-0 invisible\"><\/div>\n<\/div>\n<div data-bg=\"url(https:\/\/cdn.aspentimes.com\/wp-content\/uploads\/sites\/5\/2020\/03\/at-banner-paypal.jpg)\" class=\"col-xl-8 p-3 text-center rocket-lazyload\">\n<h3 class=\"d-inline mr-3\">Support Local Journalism<\/h3>\n<p><button class=\"btn d-inline\" type=\"button\"><a href=\"https:\/\/www.aspentimes.com\/donate\/?utm_source=article&amp;utm_medium=website&amp;utm_campaign=donation&amp;utm_term=&amp;utm_content=mid-article\">Donate<\/a><\/button><\/div>\n<\/div>\n<p><\/div>\n<\/div>\n<p class=\"STND-STND BodyText\">\u201cThis was already in the works before the pandemic,\u201d Ducote told me during a phone interview. \u201c[Coronavirus] fast-tracked our agreement so, we\u2019re sort of full steam ahead in making the switch-over. Troy is a great guy with a great restaurant \u2026. and more importantly, a great reputation, which commands a tremendous amount of my respect.\u201d<\/p>\n<p class=\"STND-STND BodyText\">Added Selby: \u201cIt\u2019s always just been the two of us down here for the last 10 years. Rebranding the building and being able to work together officially, we will come out of this stronger together and even more of a desirable destination for tourists and locals to come hang out and have an experience that\u2019s beyond the norm.\u201d<\/p>\n<p class=\"STND-STND BodyText\">Under the new arrangement, Selby will remain at the helm of what, as of April 20, is now Silverpeak Grill \u2014 the first-ever dispensary in the country to operate an adjacent restaurant (unlike the cannabis consumption-friendly <a id=\"N0x17295b0N0x1725660:N0x17295b0N0x17618d0\" href=\"https:\/\/www.aspentimes.com\/news\/marijuana\/high-country-americas-first-cannabis-friendly-restaurant-is-now-open-in-la\/\">restaurants that have opened<\/a> in cities like Los Angeles). A soon-to-be-announced additional hospitality concept will take over the current Silverpeak Mercantile space this summer, which Selby will also manage. Plus, the <a id=\"N0x17295b0N0x17256c0:N0x17295b0N0x1761960\" href=\"https:\/\/520grill.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">520 Grill brand<\/a><i class=\"fas fa-external-link-alt\"><\/i> will still live on in the form of a food truck in the Roaring Fork Valley.<\/p>\n<p class=\"STND-STND BodyText\">\u201cOpening a food truck has been a dream of mine for years,\u201d Selby said. \u201cThat\u2019s a great thing about this \u2014 it\u2019s not an ownership as much as it is a merger of brands. We\u2019re an actively involved partnership that\u2019s creating a new and different vibe.\u201d<\/p>\n<p class=\"STND-STND BodyText\">The soft opening, billed as Silverpeak Grill To-Go, includes a limited menu of 520 favorites for take-out. Once Selby is able to welcome his loyal customers back inside to dine-in, he and his staff will keep most of the menu largely the same, but with the addition of CBD infusions and hemp-based add-ons using oil sourced from High Valley Farms.<\/p>\n<p class=\"STND-STND BodyText\">Though adult-use legalization has swept the country since Silverpeak first opened its doors as one of Aspen\u2019s first medical dispensaries in 2009, few marijuana retailers rival its signature high-end experience. An interior-design overhaul was completed in 2013 by the Argentinian architecture firm Tanagram Design, resulting in a shopping environment that sparked the trend of cannabis with class.<\/p>\n<p class=\"STND-STND BodyText\">\u201cThat\u2019s the interesting thing about Silverpeak \u2026 it\u2019s a very well-known brand worldwide. There\u2019s a global audience coming to Aspen and they\u2019re seeking out the best. Silverpeak is the store they know and choose,\u201d said Ducote, who originally got into the industry seven years ago through a colleague at his credit card processing company, Merchant Services, where he recently stepped down as CEO after 16 years; he also consults with <a id=\"N0x17295b0N0x1725720:N0x17295b0N0x1761c30\" href=\"http:\/\/www.deltacarbonyachts.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Delta Carbon Yachts<\/a><i class=\"fas fa-external-link-alt\"><\/i> for the Americas and splits his time between Aspen and Miami. \u201cWe want to build on that recognition, which is why we\u2019ve chosen to use our brand as the platform and carry that DNA across all of our other stores and cutting-edge concepts.\u201d<\/p>\n<p class=\"STND-STND BodyText\">Silverpeak will make significant interior cosmetic changes to mimic the look and feel of its acclaimed, design-forward dispensary inside Silverpeak Grill in the coming months. The team is hopeful to celebrate a grand opening whenever restaurants resume regular operations.<\/p>\n<p class=\"STND-STND BodyText\">\u201cI thought that going back to being myself [after coronavirus closures lift] was doable, but thought, \u2018Why not take advantage of this timing and do something bigger and be a part of something that has never been done before?,\u2019\u201d Selby shared. \u201cI cannot wait to have people back in the space together talking, gathering and eating.\u201d<\/p>\n<p class=\"STND-STND BodyText\">\u201cAs important as driving business to all three spaces will be, giving patrons this whole new experience that just doesn\u2019t exist anywhere in the world is very exciting,\u201d said Ducote. \u201cThat\u2019s really what it\u2019s all about for us.\u201d<\/p>\n<p class=\"STND-STND BodyText\">Katie Shapiro can be reached at <a href=\"mailto:katie@katieshapiromedia.com\" target=\"_blank\" rel=\"noopener noreferrer\">katie@katieshapiromedia.com<\/a><i class=\"fas fa-external-link-alt\"><\/i> and followed on Twitter @bykatieshapiro.<\/p>\n<p><a href=\"https:\/\/www.aspentimes.com\/news\/weekly\/high-country-silverpeak-unveils-plans-for-a-brand-takeover-of-520-grill-in-aspen\/\" target=\"_blank\" rel=\"noopener noreferrer\">via:: The Aspen Times<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The luxury cannabis dispensary Silverpeak announced Monday it will be expanding into the former 520 Grill restaurant and rebranding it Silverpeak Grill.Michael Brands\/Courtesy photo Silverpeak CEO Chapman DucoteCourtesy photo 520 Grill owner Troy Selby, right, in the restaurant set to be rebranded as Silverpeak Grill. Aspen Times file Show CaptionsHide Captions Professional race car driver, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[49],"tags":[],"class_list":["post-2457412","post","type-post","status-publish","format-standard","category-local-news"],"acf":[],"publishpress_future_action":{"enabled":false,"date":"2026-08-18 02:27:02","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"KSPN The Valley&#039;s Quality Rock","distributor_original_site_url":"https:\/\/alwaysmountaintime.com\/kspn","push-errors":false,"_links":{"self":[{"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/posts\/2457412","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/comments?post=2457412"}],"version-history":[{"count":0,"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/posts\/2457412\/revisions"}],"wp:attachment":[{"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/media?parent=2457412"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/categories?post=2457412"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/tags?post=2457412"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}