FACES. | FERRELL ALVAREZ
Ferrell Alvarez | The Proper House Group, Alter Ego, Ash, Rooster & The Till, Gallito, Dang Dude, Gorditos.
eightonethree. | What does growth look like for you now, compared to when you were just starting out?
Ferrell Alvarez | When I was starting out, I was focused on establishing myself building from zero. Now that I’ve created something, the focus is more on stabilizing, maximizing, growing it, and taking care of others especially our employees.
eightonethree. | You’ve lived an eventful life. What moment made you realize you had to go all-in on yourself?
Ferrell | In 2007, I got into a bad car accident, lost my best friend, and was a single father. After about eight months of self-destruction, I was forced to face reality. I had already put in 12 years in the industry but was still grinding with little return. That’s when I got serious about my craft and decided I didn’t want to just be somebody’s employee.
eightonethree. | A lot of people chase the aesthetics of success, but you’ve always struck people as purpose-driven. What keeps your intentions clear when the industry gets noisy?
Ferrell | Just being myself. I’ve never followed the crowd. Success isn’t monetary for me it’s about doing right by myself and my team. When the industry gets noisy, I stay focused, keep to my lane, and don’t get caught up in what looks good from the outside.
eightonethree. | You started a dish washer at 15. After all the titles and accolades, do you still feel connected to that kid in the kitchen?
Ferrell | Absolutely. The kitchen is therapy. I’m only in it about 10% of the time now, but when I feel off, anxious, or stressed, getting back in resets me. It helps me reconnect with my roots.
eightonethree. | How have your personal experiences shaped the vibe and energy of your restaurants?
Ferrell | Rooster is a true reflection of my partners and me, high energy, good music, unpretentious, and community-driven. It feels like us. We’re focused, but not fancy for fancy’s sake. We’re honest and hospitable.
eightonethree. | You took chances without a blueprint funding Rooster with $10k loans and reclaimed wood. Looking back, was being naive a gift?
Ferrell | 100%. If I had known all the risks before opening Rooster, I might’ve been too scared to do it. Being naive brings humility and eagerness. You learn by doing. Fear means you’re probably taking the right risks.
eightonethree. | Tampa’s changing fast. What do you think it takes for the city to grow without losing its soul, and who’s responsible for that?
Ferrell | It takes people willing to go against trends to not just copy-paste what they see elsewhere. Tampa has soul, but there’s a lot of outside influence now. There’s a deeper cultural thread here we need to protect. It starts with authenticity and staying true to who you are.
eightonethree. | What do you hope the next generation of chefs and creators in Tampa take from your journey?
Ferrell | Stay unique. Be true to what you believe in. Support your community. Don’t just follow trends—think beyond them. I always tried to pivot when things got too saturated. Even if it meant less money, I preferred pride over popularity.
eightonethree. | How has fatherhood shaped your outlook and movement through life?
Ferrell | My daughter’s almost 21 now, so our relationship has matured. But raising her taught me patience and how to stay grounded. Being a father balanced me out when I was too caught up in the restaurant vortex. You need something outside of your work, even if it’s your passion.
eightonethree. | What does success look like to you?
Ferrell | Right now, success is making payroll. The industry is tough, especially in Florida summers. But we stay positive. Long term, it’s about growing PHG and making it feel fully realized. Beyond that, maybe disappearing somewhere low key, just chilling, enjoying life without the weight of being recognized every time I step out. I appreciate the support, but sometimes, the dream comes with a cost.
