‘Latin Fire’ Ignites the American Airlines Center … Literally!


PIRATM Plans Grand Opening for Oct. 27

DALLAS, TX–(Marketwire – October 20, 2010) – PIRA is a Spanish word that translates to mean ‘intense heat’ or ‘combustible material’, a fitting identity for Dallas’ new Latin-themed restaurant/ultra-lounge. The 3300 square-foot club is located in American Airlines Center.

Now open, the concept is designed to morph from a family-friendly Latin cuisine restaurant during the day, to a chic and sophisticated ultra-lounge during the evening that heats up and pulses with dazzling Latin energy, hence the brand’s tagline ‘Latin Fire.’

PIRA’s exterior portico entrance boasts 49 linear feet of live flames blazing along its roofline. The iconic fire emanates from a custom-fabricated copper fire trough creating a memorable impression that personifies ‘Latin Fire’ and is clearly visible from I-35.

PIRA plans to heat up the night on October 27, the Dallas Mavericks home opener, when it will celebrate its opening with music, give-aways, and a ribbon cutting with American Airlines Center officials and Antonio Swad, PIRA owner and founder. The public is invited and will not need an event ticket to enter PIRA, which is also the case on any American Airlines Center event night.

“We believe that PIRA will further enhance the fan experience, and we are looking forward to this exciting new dining and chic ultra lounge here at American Airlines Center,” stated Joe Skendarian, vice president of business development of American Airlines Center.

PIRA features flavorful cocktails, wines and cuisine from a variety of diverse cultures and countries throughout Latin America. The brainchild of Swad, who was recently named one of the restaurant industry’s “10 Most Innovative People” by QSR magazine, PIRA has the feel of an upscale Latin American club with its grotto area, long strands of beads hanging from the ceiling, designer chairs, and red snakeskin banquettes. Steeped in chocolate browns, corals, and reds with flashes of vibrant indigo, the restaurant/ultra-lounge, is an indoor-outdoor space with a capacity of up to 375. PIRA is also equipped with a world-class Martin Audio® nightclub sound system, a DJ booth above the bar and state of the art lighting and shimmer screens throughout that set the mood and energy for late night celebrations. 

“PIRA offers authentic cocktails, wines and cuisine from all over Latin America. We’re here to heighten the American Airlines Center experience for every visitor. Our goal is to make sure each guest experiences a little taste of ‘Latin Fire’ while they are here — if we can create that mini-adventure, we will have succeeded,” said Swad.

About PIRA
PIRA is located in the American Airlines Center in Dallas, home of the NBA’s Dallas Mavericks and the NHL’s Dallas Stars — 2500 Victory Avenue, Dallas, Texas 75219. It is open until 2 a.m. after Mavericks and Stars games, concerts and other events at the facility. Founded by entrepreneur and restaurateur Antonio Swad who is known for creating Wingstop, the nation’s number one wing chain, and Pizza Patrón, the nation’s number one Latin pizza brand, PIRA is designed to light up Victory Park and enhance any American Airlines Center experience. PIRA’s ‘Latin Fire’ literally marks the club’s entrance, as the exterior portico entrance boasts 49 linear feet of live flames blazing along its roofline. Private party arrangements can be booked by calling 214-217-2401.

Sandy Bell
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