The opening this month of Ercan Ekinci’s $10 million Urban Prime Marketplace Restaurant fulfills a 20-plus year dream to share his love of fresh, locally sourced gourmet food with customers he has served for decades as a well-known Brevard County chef.
“In January 2020, I left the Green Turtle Market with plans to open this and, one month later, we faced COVID. Restaurants were closing, so I put plans on hold.”
Since then, he said, building materials, food and labor costs have doubled and even tripled.
“Our mission is to share unique culinary expertise in a reasonably priced shop for gourmet food, shopping, casual drinks and social gatherings,” Ekinci said.
A 300-seat restaurant is planned, with an open market of nine separate departments, an indoor and outdoor bar with fire pits and live music. Curbside pickup will be available.
Morgana Timbo, left, and Ana Maymone moved from Montreal to Viera in January. Both called Urban Prime a great addition to Viera Town Center.
The 4,500-square-foot market will have an artisanal butcher shop, sustainable and wild-caught seafood, to-go prepared entrees and sides, made-to-order sandwiches, fresh salads, a bakery and specialty coffee shop, and a four-aisle global market offering local produce and goods, a deli and a sushi bar.
The modern-styled building will feature local artwork for sale, changing quarterly. A 7,000-bottle wine cellar sits between the market and restaurant. A commercial kitchen, storage, offices and restrooms complete the 13,000 square-foot space.
Ekcini said the 1.7-acre site at 2435 Metfield Drive will generate 125 jobs. The building has five sound zones and a variety of lighting, including lights on the front of the building to mimic champagne bubbles. Parking is available for 100 cars plus golf carts, which he said is a first for the county.
Ercan Ekcini said the 1.7-acre site at 2435 Metfield Drive will generate 125 jobs.
Residents moving to the nearby townhomes and apartments say they’ve been waiting. Jose Matos said the destination will “give us something to do like I had in Fort Lauderdale.” He moved into The Pearl of Viera nine months ago.
Ana Maymone and Morgana Timbo recently moved from Montreal and saw the development’s signs.
“We got excited to have a great place to get together. It’s right across the street,” Timbo said.
Maymore called the market-restaurant “a great addition to The Avenue.”
As the youngest of five on his family’s farm outside Istanbul, without running water or electricity, Ekinci learned about crops turned by oxen and freshly prepared food from his parents. After leaving home as a teen to travel, Ekinci came to Florida when he was 23 to study culinary arts.
“I washed dishes and got experience.” He worked his way up to become certified by the American Culinary Federation. He is a Chef of the Year for the Space Coast Chapter.
Ekcini hopes his relaxed venue will become an alternative for locals to Disney Springs or similar sites by offering wine and alcohol tasting and classes, a wine club, Sunday jazz and sunset views.
“The Town Center of Viera will host open-air music events, art shows and farmers’ markets. Families and young professionals will find many shopping and culinary dining experiences at Urban Prime,” he said.
Beginning hours for the restaurant will be 11 a.m. to 9 p.m. Monday through Thursday, from 11 a.m to 10 p.m. Friday and Saturday and from 11 a.m. to 9 p.m. each Sunday.
The Market hours are 9 a.m. to 7 p.m. Monday through Saturday and from 9 a.m. to 7 p.m. or later on Sunday.
