Several years ago Blu was just a concept. Actually, Blu was La Playa. Now for you non-Milwaukeeans and non-Spanish speaking folk, La Playa means beach. But the bar known as the beach was far from a walk on one, if you know what I mean. Perched atop The Pfister Hotel, La Playa was a seedy kind of joint. (Okay, seedy is a bit strong. Cheesy? Without class? Kinda strange and out of place in the otherwise beautiful Pfister Hotel? Ah, it doesn't matter how one remembers La Playa. Out of sight, out of mind.)

"There was always a question as to what to do about the old La Playa disco," says John Williams, general manager of The Pfister Hotel. "After a lot of soul searching and appropriate market research ... Blu was born. We wanted to have something that fit the hotel."

The bar in the hotel's lobby has been a place to be seen for years. It's classy, hip and unique. It's an institution with both visitors and city dwellers, alike.

So, according to Williams, when creating Blu, "we didn't want to cannibalize the lobby bar."

Williams started at The Pfister last April, and he immediately began honing his vision for Blu. With the help of downtown marketing firm ellingsen + brady, he quickly worked to define the drink menu and decor.

So what is Blu? It's an intimate lounge offering spectacular views of the city and Lake Michigan. Its relaxed atmosphere is somewhat "clubby" (read: Wisconsin or University Club), but it's really for people who just want to ease into a comfortable evening. Guests can sit back, relax and enjoy a cocktail at one of the many window tables offering stunning views or cozy up with a book in front of the glowing fireplace.

Blu has the feel of a nice, upscale living room. The warm mahogany woodwork, soft leather chairs and exquisite panoramic views combine to make Blu a new part of the historic Pfister Hotel.

Making an elegant statement with its rich decor, blue martini glasses, fine wines and signature cocktails, Blu features domestic and international "wine flights," each consisting of four different "tastings" of select wines. A first for Milwaukee, you can sample and compare a variety of wines without purchasing a full glass of each.

"I think Milwaukee is a fairly sophisticated town," says Williams. "Everybody talks about the beer and the brats -- but Milwaukeeans are very well traveled. Milwaukeeans are a lot more sophisticated than they think they are."

Blu also serves sassy martinis and classic cocktails. Specialties include a Bombay Sapphire Blu Martini (just a warning, on an empty stomach you'll really enjoy the views from the place), a Godiva Midnight Martini containing Godiva Chocolate Liqueur and Absolut Vodka, the Godfather (made from Amaretto Di Saronno and Dewar's Scotch) and Michael's Arctic Twist, a unique combination of Absolut Currant Vodka, Blue Curaçao and fresh lemonade.

Appropriate to the "cool blue" setting are light jazz tunes featured on an enhanced sound system at levels comfortable for conversation. Thursday, Friday and Saturday nights feature a piano and bass duo. Lounge hours are Monday - Thursday 4 p.m.-midnight, Friday 4 p.m.-1 a.m. and Saturday 7 p.m.-1 a.m.

Blu can accommodate 56 and is currently adding 12 more seats. And that's good news, as it's not a stand-around kind of place. You'll want to sit and relax here.

"I love Milwaukee," says Williams. "People are extraordinarily nice. This is my 11th hotel in 21 years, hopefully it's my last."

And, Mr. Williams, Milwaukee loves Blu. With the spectacular views and delicious drinks, one visit you will help you fall in love with your city all over again.

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