They began searching for a place with a stove and room for some tables and chairs. What else could you need? They already had a name. After weeks of constant brainstorming and countless bad restaurant names, Brad called Veva one night and said "Firefly?" and both immediately knew that it was perfect. They walked into the restaurant known as La Roca, which in its prime was a bustling, immensely popular Latin seafood restaurant. But under different ownership, it was nearly empty every night. Both Brad and Veva really liked the setting, nestled in the blustery far-reaching outskirts, away from what most people perceive as Noe Valley. After looking around for about two minutes, Brad was ready to walk out. This was one ugly restaurant! Veva took out her sketchpad and began making some little scribble drawings. Brad said, "let’s go". Veva said, "it could work". Besides, it was the only place they had seen that they could afford to buy.
With a few dollars left over and a couple of talented friends, they began the work of creating a dream out of a nightmare. With Veva’s resourceful vision, the dining room became a land of comfort and whimsy. With Brad’s dogged determination, the layers of caked on grease were stripped off and the ancient cooking equipment was resuscitated
On Nov 3, 1993, Firefly invited their friends and family to a run-through night. They ran out of most of the food by eight o’clock; napkins and menus alike caught fire from the open flames burning on the tabletops; Brad's parents were aghast that when the bathroom door was opened, you could see inside it from the tables. The following day, Brad was thinking, "what have I done?" while Veva was hanging a regal velvet curtain to block the view to the bathroom.
Many Friends and even family were hired because Brad and Veva thought it would be so great to be surrounded by loved ones, working together to bring magic into a brief moment in their customers’ hectic lives. After a couple of weeks, they decided it would be better to hire people who actually knew what they were doing, but also the kind of people who they wanted to become their friends and family. Most of our employees over our 15 year history have become our family, and even when they move on to pursue their dreams, they remain an integral part of the spirit of our restaurant.