Joe’s Tavern for sale; owner eyes new restaurant in Halfmoon

HALFMOON, N.Y. — After a decade of operating longtime local establishment Joe’s Tavern in Cohoes, business owner Michael Fortin is bringing his expertise to the Saratoga County community with a new endeavor called Emma Jayne’s Restaurant.

Fortin recently announced that the business will be moving to 1475 Rt. 9 in Halfmoon, where it will operate under the new name.

The estimated opening date for Emma Jayne’s Restaurant is Jan. 1, 2022.

For now, Joe’s Tavern remains open, but the business and location are for sale.

Fortin, who is prepared to continue operations until the holiday season, hopes to find a buyer that will continue the Cohoes tradition originally started in 1935.

A Cohoes native, Fortin has served as the steward of this longstanding and beloved tavern since 2011.

Over the past 10 years, the community has supported Fortin’s vision for the local hotspot, embracing his contemporary American cuisine.

In 2018, Fortin expanded within Cohoes by opening Max410 at the Van Schaick Island Country Club.

With one business named after his son Max, Fortin thought it was only fair to name his next venture after his daughter, Emma Jayne, while leaving the Joe’s Tavern name with the historic Cohoes site.

The new restaurant is located about four miles away from Joe’s Tavern – just a short drive over the Mohawk River into Saratoga County.

“We didn’t want to go too far because we’ve built a very loyal customer base,” Fortin said.

While Fortin predicts that most fans will follow, for those who prefer to dine in Cohoes, his food will still be available at Max410.

The Halfmoon community is giving a warm welcome to Emma Jayne’s Restaurant. “The Town of Halfmoon is truly excited about the opening of Emma Jayne’s on Route 9 in Halfmoon,” Town Supervisor Kevin Tollisen said. “Chef Michael Fortin is known for his great food and Town residents have already been talking about it with great anticipation. The restaurant will be a great addition to the variety of food establishments in the Town of Halfmoon. We look forward to their opening and wish them great success.”

Likewise, Fortin said he and the rest of the Emma Jayne’s team are very excited to be joining the Southern Saratoga County community.

One of the main factors behind Fortin’s decision to move was space. At 4,000 square feet, the Halfmoon spot is about four times as large as Joe’s Tavern, which the business was outgrowing.

“We’ve just been growing in popularity of the years and got to the point where it’s getting harder and harder to do what we do out of the confines of the space that the building allows us to,” Fortin said, sharing that it’s always been a dream of his to have a bigger location.

The Route 9 site – next to Fred the Butcher and Crescent Commons – will be more “front and center,” Fortin said, offering far more traffic than Joe’s Tavern, which is in a residential neighborhood of Cohoes.

The new place features a 90-space parking lot and the opportunity to build an outdoor patio, which is a project anticipated for next spring.

Fortin’s plans also include bringing the entire Joe’s Tavern staff to Emma Jayne’s, along with hiring additional employees.

As changes are underway, Fortin said it was a very tough decision to leave Joe’s Tavern. “I cut my teeth there as an owner,” he said.

But looking ahead, he continued, “I’m just super excited for the opportunity that’s in front of us.”

More information about Emma Jayne’s Restaurant is available online at emmajaynesrestaurant.com.