When Jeff Dixon opened Broadway 10 in 2014, he footed a $2.4 million bill to build out the Oklahoma City spot.
More than a decade later, he and co-owner and operator Nathan Couch on Monday are introducing the steakhouse’s second outpost, in Denver’s Cherry Creek neighborhood, having spent $11 million.
“There are restaurateurs who will open a restaurant safe and go in with a budget that they can swallow, and that’s great for them,” Dixon said. “And for us … when I did the first one 10-and-a-half years ago, I had visions of grandeur. I didn’t want to be a one-off restaurant group, so I went big.”
Broadway 10’s restaurant in 9,000 square feet of the new office building at the corner of University Boulevard and Third Avenue has been years in the making for Provision Concepts, the steakhouse’s Oklahoma-based parent company.
Dixon, the group’s founder and CEO, leased the first floor of the 4-story building developed by Denver-based Elevation Development Group and Edgemark in 2023.
When guests walk into the space, a horseshoe-shaped bar backdropped by a 99-inch TV greets them. That area is surrounded by butcher block, white tablecloth booths and a temperature-controlled wine room with more than 250 labels.
An open kitchen and bar, where patrons can see their meat cooking atop pecan-, hickory- and oak-fueled flames, sits at the center of Broadway 10, which also has two private dining rooms. Artwork by locals such as Doug Haeussner dons the walls — something Dixon said ran him in the hundreds of thousands alone.
A few pieces were painted by Dixon himself. This is the first time any of his artwork has been displayed in his restaurants, he said.
Local firm Semple Brown designed the restaurant. Waner Construction was the general contractor.
“It’s the mix of the butcher block with the white tablecloth, so that casual and refined guests can both come in and feel comfortable. It’s the simple, clean lines, and it’s the butt-glazed glass,” Dixon said of the interior. “The artworks at the original Broadway 10 are nostalgic Buick automobiles because of that historic building that we’re in, where a Buick dealership used to be.
“This site,” he continued, “is a brand-new building, so it didn’t used to be an old historic anything. So we decided to show off local artists.”
Dixon said the Denver location will become Broadway 10’s flagship in terms of sales, with gross annual revenue expected to be in the “eight digits,” or north of $10 million. He said Denver is the most densely populated market in which Provision Concepts operates.
Additional Broadway 10s are in the works in Norman and Tulsa, Oklahoma; Fort Worth, Texas; Scottsdale, Arizona; and on Walmart’s corporate campus in Bentonville, Arkansas.
But the Denver restaurant’s $11 million build-out will remain the most expensive, Dixon said.
“I would suspect the material is probably apples to apples within reason across the country, and I would think the big spread has a lot to do with the labor portion of the equation,” Dixon said. “But with markets such as Denver, I anticipate to do the most revenue. So maybe it comes hand in hand that you get what you pay for.”
The Cherry Creek opening got pushed back several times, in part because of city permitting issues. But Couch said Provision also slowed down the project itself sometimes.
“Our focus was, if we’re going to do this right, don’t rush it.’ You can get in the habit of saying, ‘Just open, we’ll figure it out as we go.’ But we’ve got one shot at this,” Couch said. “There are too many great restaurants and restaurateurs in this market to come in and underperform.”
Dixon and Couch met in Oklahoma, but Couch has been managing high-end metro area restaurants for the past six years and has been the local presence for this project. Dixon’s home base is still in Oklahoma, where his group runs nearly 20 different eateries.
Broadway 10 will feature largely the same menu of steaks, sushi and salads in Denver as is offered in Oklahoma City. Dixon said he hopes to source some cuts, like lamb, locally. The restaurant will be open for lunch seven days a week, something the two noted is abnormal for a steakhouse.
Couch and Dixon also plan to open more of Provision’s concepts in the Denver metro. Couch said he’s looking at southern suburbs like Lone Tree. The pair mentioned Hatch, a breakfast spot with several Oklahoma locations, and Mediterranean joint Riserva as two possibilities.
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