Sean Huggard
By Kathleen Furore
A touch of the Mexican Riviera landed in Denver when Ash and Agave opened its doors in Cherry Creek Shopping Center on April 5. This new concept from Shucking Good Hospitality (SGH) stands out for many reasons — not the least of which is its location in a retail rather than neighborhood setting.
el Restaurante reached out to Sean Huggard, founder and president, to learn more about the ins and outs of launching a restaurant in a retail center during a time that’s been so challenging for so many operators.
el Restaurante: Running a restaurant has never been an easy task. And the current economic/political climate is creating so many additional hurdles for operators to overcome. What propelled your decision to open Ash and Agave at such a challenging time in the industry?
Sean Huggard: There’s never really a “right” time to open a restaurant anymore. If you wait for stability in this industry, you’ll be waiting forever. For us, it came down to belief in the concept and the experience we wanted to create. Ash and Agave is built around coastal Mexican inspiration, wood-fired cooking, and a strong agave-forward bar program. It is meant to feel like an escape, but still very approachable and fun. Even in today’s climate, people still want to go out, connect, and have experiences that feel worth it.
That is what we are focused on. If you stay true to hospitality and building something people actually want to be part of, you find a way to make it work.
el Restaurante: Retail overall has changed a great deal due to the way consumers are shopping. Yet you chose a retail location for Ash and Agave. What made you decide to take that route?
Huggard: Retail has definitely changed, but I think that is what makes it interesting right now. The strongest retail centers are now about experience and energy. In our case, Cherry Creek actually approached us with the idea of bringing in a true local restaurant concept. That was a big part of what made this feel right. They were intentional about wanting something that reflects the Denver dining scene, not just another big-name chain. That level of openness to a local operator really stood out to us.
The Cherry Creek Shopping Center is a great example of how retail is evolving. It has become a place where people go to spend time, not just run errands. We saw an opportunity to be part of that shift and help shape the experience in a meaningful way. For us, it was less about being in a mall and more about being in a high-traffic, high- energy environment where we can introduce Ash and Agave to a wide range of guests every day.
el Restaurante: How is operating in a mall location typically dominated by chains different than operating in other, more “neighborhood” locations? What are the benefits and the challenges?
Huggard: It is definitely different. In a neighborhood restaurant, you are building a base of regulars over time. In a retail environment, you are constantly welcoming new guests. That means your first impression really matters every single time. The biggest benefits are the volume and visibility. You get exposure to a lot of people who may not have discovered you otherwise. The challenge is standing out in a space where guests are used to very familiar, often more transactional experiences. We focus heavilyon hospitality and energy. We want people to walk in and immediately feel like they are somewhere intentional and welcoming, not just another stop in a shopping day.
el Restaurante: There are many Mexican/Latin-inspired restaurants in Denver. What makes Ash and Agave unique? How has business been? And what are some of the most popular dishes so far?
Huggard: Denver has a really strong Mexican dining scene, and we respect that a lot — but with Ash and Agave, we are coming at it from a coastal perspective. It is inspired by the Mexican Riviera, so you see that in the flavors, the wood- fired cooking, and the seafood focus. Seafood is a big part of our foundation as a restaurant group since we own our own oyster farm on the East Coast. We have always put a lot of emphasis on sourcing and our relationships with seafood suppliers around the world. We are bringing in high-quality products daily and treating them simply, which fits naturally with coastal Mexican cuisine.
We are also very focused on the full experience. We put a lot of time and thought into the lighting, the music, the colors and textures of the space, where the bar is located. We designed it so the energy of the room and bar program are just as important as the food. The agave cocktails are a big part of the identity.
Business has been encouraging. We are seeing a good mix of people discovering us while shopping and others coming in specifically to check us out. Some of the most popular items so far have been the ceviches, anything coming off the wood fire grill, and, surprisingly, many of the vegetarian dishes. Themargaritas and agave-forward cocktails have also been really well received.
el Restaurante: What advice do you have for someone who is considering opening a new Mexican/Latin restaurant today? Anything specifically to be aware/beware of before taking the plunge?
Huggard: The biggest thing is knowing exactly what your point of view is. There are a lot of restaurants out there, so you need to be clear on what makes yours different from day one. You also have to be realistic about costs and timelines. Everything takes longer and costs more than you think, so building in flexibility is important. And I would say culture matters just as much as concept. If your team is aligned and believes in what you are doing, guests will feel that. It is still a great industry if you are intentional and willing to put in the work, but it is not something you can approach casually anymore.