Verona Villa in Frisco, Front Burner Experiences team up to open new venue in Fairview

Alora will be a full-service event venue in Fairview. It will be a joint venture between Verona Villa and Vestals Catering by Front Burner Experiences. (Courtesy Abby Shadle Photo/Verona Villa)
Alora will be a full-service event venue in Fairview. It will be a joint venture between Verona Villa and Vestals Catering by Front Burner Experiences. (Courtesy Abby Shadle Photo/Verona Villa)

Alora will be a full-service event venue in Fairview. It will be a joint venture between Verona Villa and Vestals Catering by Front Burner Experiences. (Courtesy Abby Shadle Photo/Verona Villa)

Image description
Alora will be a joint venture in Fairview between Verona Villa and Vestals Catering by Front Burner Experiences. (Courtesy Cindy Medick Photography/Verona Villa)
Image description
This will be the logo for the Alora event venue in Fairview. (Courtesy Alora)
Four years after opening Verona Villa in Frisco, owner Jason Young plans to expand his event venue offerings in Fairview with a new brand called Alora.

The full-service event venue will be a joint venture between Verona Villa and Vestals Catering by Front Burner Experiences. That company is a division of Front Burner Group Dining, which operates restaurants such as Haywire, Mexican Sugar and Legacy Hall in Plano.

Young said he created the Alora brand at the beginning of the year and had been looking for the right opportunity to bring it to life with Front Burner Experiences President Jordan Swim. They found that opportunity in the former Noah’s Event Center location in Fairview, Young said.

“There's no doubt that some people will think that we're crazy [to be expanding] at a time when there's apprehension to face-to-face gatherings,” Young said. “We're just confident that those times are coming back, and so we're just trying to position ourselves for when they do.”

Verona Villa has postponed more than 60 events over the past six months because of the coronavirus pandemic, Young said.


“That's just pushing that demand forward,” he said. “A lot of the weddings that were meant to happen this year will have to happen next year, which means people will need more places for next year and the year after.”

Young said the Fairview location, which is expected to open in mid-October, will be the first of what could be several Alora locations in the area.

“We're in discussions with some other locations to add some more Aloras over the next couple of months,” Young said, noting they are looking at “Frisco-adjacent” cities such as Plano and McKinney.

Swim called it a “wild time” to be expanding but noted people are “social beings” who are “meant to connect.”

“I think that as we emerge out of this that we're going to really see just a tremendous amount of opportunity [for this venue],” Swim said. “People are going to need spaces and places that really mean something in order to connect and relate to each other.”
By William C. Wadsack
William C. Wadsack is the senior reporter for the Plano and Richardson editions of Community Impact Newspaper. He previously served as managing editor of several daily and weekly publications in North Texas and his native state of Louisiana before joining Community Impact Newspaper in 2019.


MOST RECENT

Harvest Hall officially opened Feb. 6 in Grapevine as part of the Grapevine Main development. (Sandra Sadek/Community Impact Newspaper)
Harvest Hall now open in Grapevine, new dining options in Fort Worth and more DFW news from February

Here are some of the top stories from the past month from the Dallas-Fort Worth metroplex.

digital rendering of virus
Collin County Judge Chris Hill rescinds COVID-19 disaster declaration

Collin County’s declaration of local disaster in response to COVID-19 was rescinded Feb. 26 by Judge Chris Hill.

At its peak of power loss, the city had roughly 50,000 homes with interrupted power, many of which had prolonged outages, Plano City Manager Mark Israelson said. (Liesbeth Powers/Community Impact Newspaper)
Plano faces long-term impacts from storm; Collin County vaccine hubs resume service and more DFW-area news

Read the top business and community news from this week from the Dallas-Fort Worth area.

Snow covers I-45 in Houston during a winter storm that hit Texas the night of Feb. 14. (Shawn Arrajj/Community Impact Newspaper)
Legislators probe energy officials over power failures, lack of preparation heading into winter storm

The Texas Legislature held hearings Feb. 25 with energy companies including Oncor Electric Delivery and the Electric Reliability Council of Texas in response to last week’s historic winter storm, which left millions of Texans without electricity for days.

Justice permanently closed its Frisco location inside Stonebriar Centre in December. (File photo)
Justice clothing store permanently closes Stonebriar Centre location

Justice, a clothing and accessories store that offered merchandise for young girls and tweens, permanently closed its location at 2601 Preston Road, Ste. 1240, Frisco, in December.

IHOP is expected to open early this summer at the intersection of FM 423 and US 380. (Courtesy IHOP)
IHOP coming to northwest Frisco this summer

IHOP will open a new location early this summer at 1375 US 380, Frisco.

The North Texas Municipal Water District has lifted its request for its member cities to reduce water use. (Courtesy Fotolia)
Collin County water supplier lifts water conservation request

With water demands returning to normal levels, the North Texas Municipal Water District has lifted its request to reduce nonessential water use within its service area, which includes the cities of Frisco, McKinney, Plano and Richardson.

The coffee and wine bar offers signature drinks, such as the Honey Bear Latte, made with honey and cinnamon, as well as food options, such as breakfast tacos, charcuterie boards, baked goods and snack boxes. (Courtesy Golden Boy Coffee Co.)
Golden Boy Coffee Co. opens in Plano; Black Rock Coffee Bar coming to Southlake and more DFW-area news

Read the latest business and community news from the Dallas-Fort Worth area.

As many as 31 stores across nine states will be shuttered as Fry's Electronics shuts down due to market changes and the pandemic. (Courtesy Qygen, Wikimedia Commons)
Fry's Electronics calls it quits after nearly 36 years in business

As many as 31 stores across nine states will be shuttered as Fry's Electronics shuts down due to market changes and the pandemic.

A lone runner jogs on a snow-covered road in Austin. Transportation projects across the city were briefly paused due to Winter Storm Uri. (Jack Flagler/Community Impact Newspaper)
ERCOT: Texas power system was less than 5 minutes from collapse during winter storm

ERCOT's CEO offered details into what led to the massive blackouts that left millions of Texans in the cold last week.

House Sprucing Design & Decor will open in west Frisco in mid-March. (Courtesy House Sprucing Design & Decor)
House Sprucing Design & Decor coming to Frisco

House Sprucing Design & Decor, a North Texas-based interior design company, is set to open in Frisco.

uBreakiFix opened its 600th U.S. location on Preston Road in Frisco in November. (Courtesy Adobe Stock)
uBreakiFix new Frisco location now open

uBreakiFix opened its 600th U.S. location in Frisco at 3333 Preston Road, Ste. 106, in mid-November.