Imagine you’re walking down El Paseo—the street we all call the "Rodeo Drive of the Desert." You’ve got high-end boutiques, people walking their dogs at sunrise, and quiet, expensive dinners. Now, imagine a late-night bar pumping out 70s, 80s, and 90s rock and roll until 2:00 AM. Depending on who you ask, that sounds like either a blast or a total nightmare.
That is exactly the "dilemma" currently splitting Palm Desert business owners. On one side, you’ve got Patrick Masur, the owner of the proposed Rock N Avenue Bar. He’s trying to reassure everyone that this isn't some dive bar. He’s promising a strict dress code and "top-notch" security guards wearing suits and ties. He thinks the street needs more energy and a fun place for locals to actually hang out after the sun goes down.
But man, the pushback is real. Sheri Pierattoni, the owner of Piero's PizzaVino, sat down with us and didn't hold back. Her restaurant is right next door, and she’s seen the "dark side" of nightlife before. She pointed to existing bars down the street where staff have had to clean up some pretty gross messes on the sidewalk. To her, El Paseo is a prestigious brand that needs protecting, and a rock bar staying open two hours past midnight just doesn't fit the "vibe."
The big question here isn't just about one bar—it’s about the future of the street. Do we want El Paseo to evolve into a nightlife destination, or do we keep it as a quiet sanctuary for fine dining and luxury shopping? Patrick says he wants to be a "good neighbor," and Sheri says she’s willing to play nice if he actually pulls it off, but she’s definitely skeptical.
At the end of the day, the ball is in the city's court. They have to decide if Patrick's "suit-and-tie" rock club is the right move or if it’s a "pavement-puking" disaster waiting to happen. One thing is for sure: the 7:00 AM dog-walkers and the 2:00 AM rockers are about to have a very interesting conversation.
By: NBC Palm Springs
March 6, 2026
