Pemberton 2.0: A Reinvention of Downtown’s Beloved Community Retreat

Don’t call it a comeback; call it a reinvention.  

The Pemberton quickly became known as a one-of-a-kind community retreat in the Valley. Lush landscaping, local retailers, diverse food truck-style cuisine, and a highly memorable experience for many summed it up. So, why did it close? What was meant to be a two-year experimental project that was fun, eclectic, and community-driven and operated eventually met its expiration date. After thoughtful consideration, Jonathon Vento, principal of True North Studio, decided it was time for reimagining.  

“We felt it was important to preserve and offer [the Pemberton] to the Valley for years to come,” said Vento.  

Built in 1920, the Pemberton House was named after Sarah H. Pemberton, the widow of Thomas Pemberton, who served as CEO of the predecessor to APS. The property has been on the historic register since 2004, and True North Studio acquired it in 2018 to start its restoration process. True North Studio has been curating the Evans Churchill/ Roosevelt Row neighborhood for the better part of the last decade, and shortly after they acquired the property, they saw the desire for an untraditional community gathering space.   

The Pemberton made its debut in January 2021 and after extending its originally anticipated stay of two years, closed its doors in March of this year. But this story isn’t over – It’s only the beginning.  

“Pemberton 2.0” is set to launch at the end of the year, showcasing a refreshed design that celebrates the best features of the original Pemberton while also addressing areas for improvement. The entire property will be managed and operated by True North Studio and will offer streamlined service in its various “zones.” From the moment you walk in, you’re greeted by an Icelandic campground atmosphere and dreamy lighting that resembles the aurora borealis. As you make your way around the exterior of the Pemberton house, you’ll come across more intimate dining arrangements and gathering areas that play with multicultural themes, ranging from Italian beach club and Tokyo alley to Dia de los Muertos, and at this point, you haven’t even hit the 1960s Palm Springs resort-style club. Vento characterizes it as an “exploration of shapes, colors, and tastes,” and that’s just one way to describe it.  

Vento stayed true to his signature motif by incorporating a variety of vintage trailers, some of which will be used as kitchens and bars, and plenty of local art featuring local artists like Nyla Lee, Mike Murray of Spectacle Works, Tato Caraveo, and Ashley Macias, to name a few. Each environment will offer a unique menu of elevated food-truck-style cuisine and cocktails that fit each theme.  

With the original Pemberton, groups would often scatter in different directions to stand in line at various food trucks before securing a seat; now, you select your “zone” of choice, open a tab with the wait staff, enjoy your dining experience, and move on to the next exotic locale. Another modification is that each environment will have controlled sound with music that complements the setting, leading to total sensory immersion in each space. In Phase 2 of development, the historic Pemberton house will be set up for dining, which will be especially beneficial in the summer months, previously a significant drawback for the Pemberton’s entirely outdoor dining area. The indoor concept will have a 1920s Art Deco aesthetic with fine dining and a sophisticated bar environment.  

When the Pemberton officially opens to the public in late December, it will be open daily until midnight with shorter hours during the week. In 2025, there are plans for expanded hours and brunch programming.  

Even though the Pemberton will have a new look and feel, it will still be “that place” that feels like nothing else in Arizona. “I want Pemberton 2.0 to feel like escapism,” said Vento. “A place where you can set your troubles aside and be inspired.”