By John Rehkop

When life-long friends Greg McIntosh and David Reilly traveled to the Florida Keys last July for a diving excursion, they uncovered what they hope will be a treasure for University City diners -- The Florida Bay Seafood Company. 
"We were diving near Key Largo and talking about what I wanted to do in the near future," says McIntosh, who also owns McIntosh’s Steak and Seafood in South End. "And I told him I wanted to do something along the lines of a casual fishing-themed restaurant."

Located in the former Roadhouse Grille space at Town Center Plaza, The Florida Bay Seafood Company offers a laid-back environment in a décor reminiscent of the Florida Keys during the Ernest Hemmingway era. From the large black and white fishing pictures adorning the walls and fish mounts hanging from the exposed beams to the Reggae flavored music in the background, the restaurant evokes a uniquely Caribbean style.  "We wanted a nostalgic, back country kind of feel ­ a place where people could feel comfortable in jeans and flip flops," said Reilly, who was a vice president with a marketing communications firm in Boca Raton, prior to becoming co-owner of Florida Bay.  "But at the same time, we wanted to offer high quality seafood. And people associate Florida with quality seafood."

It’s about the food
However, to the surprise of its most customers, Florida Bay isn’t based in the Sunshine State. It is locally owned and operated. And any confusion the name creates only substantiates Reilly’s well thought-out plan. 
"We wanted it to feel like an established, branded experience," he said. "Because people can trust established restaurants."

Reilly hopes to also surprise diners with Florida Bay’s food quality.   He says their business model, which limited overhead and build-out costs, enables them to offer top grade seafood at reasonable prices.  "We’re not a fish camp, but we are not a very high-end white table top restaurant either," Reilly said. "We are trying to wedge ourselves in between. We are going to deliver the same product that you get at (very high-end seafood restaurants) but at a price point that is palatable to the people in this marketplace."
Homespun seafood entrees, which range from $10 to $16 in price, are the restaurant’s staple fare. But Florida Bay also offers a variety of steak, pasta, sandwich and salad options ­ such as Steak Au Poivre, Linguini with Clam Sauce and Citrus Infused Chilled Conch Salad ­ which reflect their high-quality mantra.  Everything ­ down to the croutons on the salads and Key Lime pie that Reilly hails as the best in Charlotte ­ is fresh and prepared on-site. Nothing is frozen.

On the weekends, Florida Bay comes alive with live music featuring a wide variety of genres. Reilly contends that lining up popular artists like the Robin Rogers Blues Band, who played July 4th, will help distinguish them in the crowded University City restaurant market.  "Everyone we talked to has said there is no great live music here, and we feel like we can fill that void," Reilly said

Eventually, he hopes the music - along with the fully-stocked bar - will slow the pace and transform Florida Bay from a restaurant into a neighborhood hang-out.  "I would love to see people have a pitcher of beer, a dozen raw oysters and sit back and listen to some great live music," Reilly said. "That would be our dream."