In Conversation With Jesse Dame | Birdman
Jesse Dame is a Vancouver Island-born entrepreneur, restaurateur, and founder of Cottage Hospitality Group. With nearly 30 years in hospitality, he has worked with globally recognized brands including Fairmont Hotels & Resorts and Walt Disney World before returning to Victoria to open Wind Cries Mary, Rudi, and Birdman. Known for his hospitality-first approach, Dame focuses on creating memorable dining experiences rooted in storytelling, design, and a strong sense of place.
- Why the restaurant business?
Hospitality has always been a constant in my life. I grew up in my family’s restaurants, starting as a dishwasher and prep cook before working my way through every position. That early exposure gave me an appreciation for how powerful a shared table can be. Over time, that evolved into something more intentional: building spaces that shape how people feel. That’s really what’s driven my career, whether working with global brands like Fairmont and Disney or developing my own concepts today.
- Did you pursue education in the hospitality or restaurant field initially?
I have an Associate’s degree in Hotel and Restaurant Management, but my education truly came through experience. I started in entry-level roles and worked my way through every position. Along the way, working with organizations like Fairmont Hotels & Resorts, Walt Disney World, and Delta Hotels helped refine my understanding of hospitality at a high level and gave me a broader perspective on what great service looks like
- Is there someone who inspired you to pursue a career in the restaurant/hospitality business?
My family had the biggest influence early on. Beyond that, I’ve been fortunate to work with teams and mentors throughout my career—from large-scale hospitality groups to independent restaurants—who reinforced how impactful this industry can be when it’s done well.
- What did you do before you were in the restaurant business?
Hospitality has really been the foundation of my entire career. From early roles in family restaurants to international experience in the Cayman Islands, and later helping scale Vancouver’s Flying Pig Group, it’s always been about building and operating restaurants.
- Tell us a little bit about Cottage Hospitality Group.
We build restaurants around how people feel—not just what’s on the plate. Each concept is different, but they all come back to connection, energy, and creating nights people want to come back to.
We call that Full Permission Hospitality—giving people the space to enjoy themselves without overthinking it.
Our portfolio includes Wind Cries Mary, Rudi, and now Birdman. Together, they’ve earned international recognition, but for us, it always comes back to the guest experience and the team behind it.
- Was Wind Cries Mary Cottage Hospitality Group’s first restaurant?
Yes, Wind Cries Mary was the first. It really set the tone for what we’re building, both creatively and philosophically, and has since received international recognition, which helped validate that approach.
- Why open Rudi, doesn’t it take away business from Wind Cries Mary?
Each concept is intentionally distinct, so rather than competing, the two reach different moments and moods. Wind Cries Mary leans into Vancouver Island ingredients with a nose-to-tail approach, built around shared plates rooted in local farmers, foragers, and producers. Rudi is European-inspired and family-style, with bigger plates made for the whole table. It’s also open for both lunch and dinner, plus takeout through Rudi Express, which broadens the audience further. A lot of our patrons love both, for different reasons.
- What do you see as the differences between Wind Cries Mary and Rudi?
Beyond the food, the experiences feel quite different. Wind is cozy and rustic, with exposed brick and warm, weathered finishes that invite you to settle in for a long evening. Rudi has a brighter, more contemporary energy built around the buzz of a shared table. Both are about gathering, but they appeal to different moods.
- What inspired Cottage Hospitality Group to open Birdman?
Birdman is the most unapologetic version of what we do. It’s about removing the unspoken rules of dining—how much to order, how long to stay—and giving people permission to just enjoy themselves.
Southern-inspired food, with its generosity and indulgence, felt like the right way to bring that to life. It’s food that makes you close your eyes when you eat it.
- What has been the biggest challenge so far?
Opening our first restaurant, Wind Cries Mary, just ahead of the pandemic was probably the biggest challenge. Between the launch, the closure, and the reopening, that experience really sharpened how we think about guest relationships and what hospitality actually means.
The challenges since are ongoing: staffing, rising costs, and maintaining consistency and quality as you scale. But those are also the things that push you to refine your approach and operations, stay focused on what matters, and have fun along the way.
- How do you handle staff, motivate them and address any possible staff shortages that might occur?
It starts with culture. When people feel valued and part of something meaningful, they’re more engaged. That’s been key as we’ve grown the group to nearly 100 people across our restaurants.
We also try to give the team room to bring their own ideas in, ones we wouldn’t have come up with on our own. A good example is Amaro della Casa, our house-made amaro at Rudi. It started as a pipe dream between friends and ended up being made at Antidote Distillery in Port Alberni, with custom artwork from local artists. That kind of project only happens when the team has the freedom and the resources to chase it.
- What is your approach to training, and maintaining good quality service while also maintaining a happy, dedicated staff?
Training works when people understand why something matters, not just how to do it. Once they get that, they take ownership. A clear vision helps too. When the concept is sharp, the team has something to get excited about and play within, and that’s where the consistency comes from.
- What are the differences between your other two restaurants and the soon to open Birdman?
Birdman is louder, more indulgent, and built with fewer rules.
It’s food you share, sauce you pass around, and a room that encourages you to stay longer than you planned.
We’re not cooking serious food—but we’re taking it very seriously.
- Do you think Birdman will cater to a different clientele or do you anticipate Wind Cries Mary and Rudi regulars will flock to this new restaurant?
Both, honestly. The folks who are fans of Birdman’s late-night pop-up at Wind are excited Birdman is now a standalone with a broader menu—and those chicken sandwiches aren’t going anywhere. Wind and Rudi regulars have been just as enthusiastic, and we’ve also been hearing from people new to the group entirely. The concepts are different enough to feel new, and similar enough in quality and experience that the trust carries over.
- Just the name suggests that Birdman will be a more casual restaurant than your other two restaurants. Would that be a correct assumption?
Yes—but more unfiltered than casual.
It’s approachable, but the thinking behind it is the same. We still care deeply about the details—we just don’t make the guest feel them.
You can come dressed up, dressed down, loud, quiet—it’s all welcome.
- What should we expect from the kitchen at Birdman?
Bold, flavour-forward food designed for sharing.
Fried chicken is the backbone—but we’ve built around it. Oysters are a big part of the menu, and sauces are central to the experience—passed around, poured freely, never rationed.
It’s not food you pick at—it’s food you go back for. Food you eat with your eyes closed.
There’s a sense of indulgence to it—permission to eat with your hands, pray with your mouth full, and enjoy it fully.
- Why that location? Isn’t it a bit beyond the tourist circuit?
Downtown Victoria has a vibrant dining culture, and Johnson Street pulls a steady mix of people year-round. The 537 Johnson Street building has real history (it was the longtime home of Friends of Dorothy), and opening Birdman in a space with that kind of presence felt right. We’re excited to be part of the Johnson Street ecosystem, and we’ve got great neighbours. It lets us build something that feels rooted, not just destination-driven.
- How many seats will Birdman have?
Capacity is 105. With a mix of tables, bar seats, booths, hidden nooks, and a patio, guests have flexibility in how they experience it.
- What days and hours will Birdman operate?
Birdman will be open daily from 11:30 a.m. to midnight, offering flexibility for everything from lunch to late-night dining. Reservations open May 22 via OpenTable or calling (250) 590-5600.
- Will you have daily specials?
Yes. The menu will stay dynamic, with rotating features—especially around sandwiches and seasonal ideas. It gives us room to test new dishes and keep things fresh for returning guests
- What about happy hour?
Yes—happy hour will be launching shortly after opening, once service is fully dialed in. Expect a fun, high-energy offering daily from 3 to 5 p.m., built around easy-drinking options and shareable food.
- Should we expect as comprehensive a wine list at Birdman that we find at Wind Cries Mary or Rudi?
The wine program at Birdman is extensive and thoughtfully curated, led by Wine Director Jasmin Dosanj. You can expect the same level of intention as Wind Cries Mary and Rudi, but with a personality of its own. The list leans heavily into sparkling, with options from $50 bottles to grower Champagne, plus a strong B.C. presence and a fun international mix.
- You’re known for carrying a good selection of B.C. wines including Vancouver Island or Cowichan Valley wines, will that be the case at Birdman?
Yes, supporting local producers continues to be important to us, and that will carry through here as well.
- Diners may expect a casual restaurant to carry a different beverage selection. Do you expect to have a wider selection of beer, ale and cider than what is offered at Wind Cries Mary and Rudi?
Yes, Birdman leans more into beer and accessible, fun drinks: boilermakers, cocktails on tap, freezer-door martinis, and shooters like Picklebacks. There’s still a more crafted side too, with à la minute cocktails for anyone who wants something more involved.
- What do you think are the one or two things that will encourage people to choose Birdman for their next dine out opportunity?
It comes down to energy and freedom.
Great food, a space that invites you to stay, and an experience that removes the usual rules so people can just enjoy themselves.
Come hungry. Come human. Come undone.
- Will Birdman be your last restaurant or do you see further expansion?
We’re focused on continuing to grow thoughtfully. Birdman is an important step, but there’s always more to explore as we evolve.
- What advice would you give to someone considering opening a restaurant?
Be clear on your purpose beyond the food. Restaurants are about people—your team and your guests. If you build with intention and stay adaptable, you create something more resilient.
- Tell us something about yourself that would surprise people who know you.
Even after nearly 30 years in the industry, I still approach it with a learning mindset. There’s always something new to take away, and that’s part of what keeps it interesting.