Charlie Palmer occupies a special place in the first generation of boom-era superstar chefs (Larry Forgione, Charlie Trotter, David Bouley) who began migrating from their kitchens into the popular consciousness during the eighties and early nineties. Like them, he’s authored several glossy cookbooks. Like them, he’s run his share of seminal “New American cuisine” kitchens, including the River Café (where he followed Forgione) and his first restaurant, Aureole, which opened in 1988, in an ornate townhouse on East 61st Street, to rave reviews. But his pioneering skill over the years has been in the realm of branding and marketing. Palmer was a TV regular before the Food Network ever existed. He was among the first chefs to strike it rich in Vegas (Aureole Las Vegas opened in 1999), and to cash in on the upmarket-steakhouse craze (he has chophouses in Washington, D.C., Reno, and Vegas). Today, his sprawling, surprisingly durable empire encompasses thirteen restaurants (including a fish restaurant in Reno and a wine boutique in Napa), and if you can scrape together enough cash to dine on a luxury cruise line, he’s a consultant to one of those.
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