In looking toward its future, The 1020 is looking at the past.

The 1020, as of Thursday at 5 p.m., will be the new name of Timeless Tea, a restaurant which has been on Roanoke Avenue for the past five years.

The renaming and remodeling going on inside the restaurant is designed to tap a man's market, to draw in those who may have had reservations about eating in a restaurant with a more delicate sounding name, owner Kim Simpson said this morning.

Most men who braved going in the restaurant found they liked the food, she said, food which includes prime rib, steaks and pork chops. “The concern was the name was a problem. Several clients gave us suggestions.”

The new logo on the front of the building.

The one most heard was 1020, which is the physical address of the restaurant on the avenue. “People have responded they love the name.”

While the new restaurant officially opens at 5 p.m. Thursday, The 1020 will unveil its rockfish in the Roanoke Valley Rocks campaign at 3 p.m. the same day. The 1020 will be the first restaurant in Roanoke Rapids to have a rockfish, one which will have a chef's hat and certain things painted on it which will entitle those who find the specified images to a free meal or free tea. Reservations for the grand opening are required.

The true unveiling of the restaurant at 5 p.m. will give patrons a chance to see some of the avenue's history in photos which were hunted down by The 1020 partner Ed Hager.

In finding these photos, there were things learned about the building the restaurant is in itself and some things about the avenue, Simpson said. They learned Travel Leaders was home to an A&P grocery store. They learned at one time a group called the merchant's association, similar to the Roanoke Avenue Business Alliance, which Simpson was instrumental in starting, met in her The 1020 building.

Simpson knew five years ago The 1020 used to house a popular jewelry store called the Jewel Box. “I've heard people say on Christmas Eve people would wrap around the street to get things for their mothers and daughters, grandmothers and wives.”

Simpson said the gift wrapping done at the store was immaculate and drew people in. After the Jewel Box, the building became Nichol's Jewelers and then it was an art gallery.

The one mystery that remains, however, is what was the building was before it was the Jewel Box. “We think it was built in the 20s but it may have been earlier,” Simpson said.

To remember the history of the avenue, there will be 20 historic photos discovered by Hager which will hang in The 1020.

“I really like old pictures and photos,” Hager said today. “I really enjoy seeing and imagining the history of the past years.”

Collecting the photos was an education, he said. “The one big thing I learned was when it took off, things happened fast on the avenue. There were so many different businesses at any given time.”

While Hager declines to discuss all the photos that will be hanging in The 1020, he said the collection includes a photo of the Imperial Theater, a photo of the Rosemary Merchants Association taken in 1915 when L.C. Shell was the president and a picture of girl scouts in the 20s posing in front of the high school. “I have some street scenes of the avenue. I really enjoyed doing it. I would like to help make it a location where people can come to eat and learn a little bit about the history of the avenue and see a glimpse in time.”

Simpson has seen the photos and is impressed with the history they represent. “Once you see the pictures you will know without a doubt this was a bustling little avenue.”

Simpson hopes through the efforts of the Main Street program and RABA there can be that bustle on the avenue again. “We've got to get people to understand the avenue is the heart of the city.”

The inside which gives a view into the bar.

Work on remodeling The 1020 continued this morning. “We've opened it up a whole lot.”

Gone is the wall of what was the social tea room. Double doors have been added and the patrons can now get a view into the bar. “It's very open and allows for increased seating capacity.”

Menus are being expanded and a line of micro brew beers are being introduced as well as the staple Budweiser products. New beers include Fat Tire, Magic Hat, Blue Moon, Corona and Guinness.

There will be a full bar and the introduction of happy hour from 5 p.m. to 6:30 p.m. Thursday through Saturday with reduced prices on drinks and beer as well as an expanded line of wines.

Dinner hours will be from 5 p.m. to 10 p.m. Thursday through Saturday. Lunch will be from 11:30 a.m. to 2 p.m. on Thursday and Friday but Simpson said they will do lunches of any size on any day of the week by request.

High tea will still be available upon request and the restaurant is doing small catering jobs and will do private parties upon request.

Simpson believes the changes will be good. “I think it will be well received. We want more restaurants on the avenue. More restaurants mean more business for everybody.”