20 Feb 2nd–Feb 8th, 2023 phoenixnewtimes.com phoenix new Times | music | cafe | film | culTuRe | NighT+Day | feaTuRe | NeWs | OPiNiON | feeDBacK | cONTeNTs | longtime Phoenicians and East Valley natives moving west for the new home developments and quality schools is driving the change. Many of the trans- plants want the comforts of their previous neighborhoods. Corritore describes north Peoria as the “Scottsdale of the West Valley” thanks to its golf courses, schools, and beautiful communities. “The West Valley will support higher- end not just middle-end restaurants. This is no longer a question,” Corritore says. Income numbers from the U.S. Census support the claim. In 2021, Peoria’s median household income was $81,017. In Phoenix, it was $62,947. “I don’t know that a decade ago we would’ve had the numbers to back it up and prove to restaurants we can,” Row says. Catering to a younger generation of customers in an area once known for retirees has been part of Lucidi’s business model from the start. Another part of the puzzle is the impact of social media. Gone are the days of thinking West Valley resi- dents preferred chains when Instagram, TikTok, and Facebook allow consumers to vocalize their preferences with a few finger taps. When someone is posting their Instagrammable bruschetta board, deca- dent burger dripping with cheese and bacon, or bloody mary piled high with toasted ravioli, meatballs, and marinated mozzarella, they’re cognizant of how their restaurant of choice is seen by the world. “It’s not just about going to eat a meal. You’re connecting with people, and you want to share it with the community at large. The space people are doing that in is being thought about a little bit more,” Bailey says. According to Malloy, another factor is the pandemic, which created a permanent shift in how people conduct their work- days. She says that before the COVID-19 pandemic, about 80 percent of West Valley residents left their homes to go to work. That changed during the shutdown, and a new professional culture has made working from home more routine. This creates an organic customer base for break- fast, lunch, and happy hour. “We had to prove that we can sustain something other than a chain restau- rant. It’s been a slow- moving giant. We needed a few things added to the secret sauce,” Malloy says. Malloy also looks forward to her kids being able to have jobs just a few miles away. She sees the new restaurants as gath- ering places for people to interact with their neighbors. “The ability to break bread with your own community will be a powerful unifying oppor- tunity,” she says. Malloy recalls a conversation she had with Lucidi about the growing northwest Peoria developments, including Vistancia, that so many call home. With the indepen- dent restaurant facet seemingly in hand, there is yet another amenity this part of town awaits — something that is routine for much of the Valley, except here. “Joey was telling me, ‘Now, we need Uber to come to Vistancia!’” West from p 18 Restaurateur and West Valley resident Joey Lucidi opened his first Haymaker restaurant in Peoria in 2013. Today, his Westside Concepts runs three Haymaker restaurants, including this one in Goodyear. Westside Concepts