By Amy Orozco, Special to the Times

Ventura gets a new restaurant and bar with a dress code, valet parking, and a visit from Kevin Costner.

Should you run out of reasons to rationalize the tank of gas for a ride up the coast, here's a fresh one: Watermark restaurant in Ventura. On Saturday, the new kid on downtown's Main Street block gave a sneak preview of what's to come when it hosted a fundraiser that included the premiere of Kevin Costner's film " Swing Vote" at the theater across the street.

"We're bringing a high-end experience to Ventura," said owner Mark Hartley. "This restaurant is about two things, dining and social awareness."

The two come together in Watermark's commitment to locally grown food. Small growers and sustainable farms provide the ingredients for a menu described as contemporary regional American cuisine. Beef comes from Santa Maria pasture-fed cows and the seafood from the ocean visible from Watermark's windows.Signature entrees include house-made artichoke ravioli, linguini with clams and chorizo, and Watermark's own chile relleno. Samples of seafood are roasted California sea bass, sautéed sand dab fillets, and a house cioppino. Prices are in the $25 to $40 range.

"The wine focus is on Central Coast varietals--Pinot Noir, Chardonnay, Syrah and Grenache," said Chaney Noyes, wine manager. "We'll have some [wines] from the Napa and Sonoma, and international ones, too."

Even if food prepared with the freshest available ingredients isn't your thing, Watermark's building is enticing. The elegant brick building was constructed in 1907 and its integrity was lovingly preserved while Watermark's owner added a modern rooftop bar, W2O.

"We had to make a lot of decisions on how to marry the upstairs and downstairs," said interior designer Kathleen McMullen Coady of Tower Design.

W2O is glass enclosed with a retractable ceiling affording ocean and mountain views. The lounge is set up to accommodate live music, but for now it is not an entertainment destination. W2O has its own dedicated kitchen which serves "small plates" late.

Hand-stenciled ceilings overlook dining on the main floor and mezzanine while original murals depict the story of early life at San Buenaventura Mission. The style is decidedly Spanish Colonial Revival with a few hints of art deco thrown in.

Watermark brings two firsts to Ventura: valet parking and a dress code. Casual attire is acceptable at lunch, though men's shirts must have sleeves. Dinner requires business casual attire--men's shirts must have a collar and sleeves, no baseball caps or shorts allowed.

An opening date is not set, according to managing partner Jim Rice, but within the next two weeks is likely.

"I think people settle too much. They take the easy way," Rice said. "We want to raise the bar."

Watermark is at 598 E. Main St. The phone number is (805) 643-6800, watermarkonmain.com.

View article on LATimes.com: http://www.latimes.com/theguide/la-gd-watermark28-2008jul28,0,1503886.story
View photo gallery from premier event: http://www.latimes.com/theguide/lat-guide-watermark-pg,0,7377012.photogallery