There’s a good chance you know Steve Ewing for his music. He is the frontman of The Urge—a beloved St. Louis-based rock band with a reputation for high energy performances. But it’s equally likely you know him for his culinary pursuits. For more than a decade, he’s been balancing his time performing with his restaurant, Steve’s Hot Dogs.
Which love came first: music or hot dogs?
Definitely music. I’ve been doing The Urge since 1987. The idea to do something in food came in 2007 when I was out playing shows. I realized a lot of the venues didn’t have food for people immediately after the show. A hot dog cart was my answer to how to feed people quickly after a concert.
How did Steve’s Hot Dogs evolve?
I would take my first cart to worksites for lunch. That did really well. Shortly after that, we moved the whole cart over to Scott Air Force Base while their new cafeteria was under construction. We filled in for food service. During that time, I learned I needed to have a roof and four walls to continue building the brand. I scoped out a cute little shop on The Hill that I really liked. We were able to get in there and stayed for about nine years.
What’s been the biggest challenge?
When we made the decision to go from a cart to a brick-and-mortar, learning the business took some time. In restaurants, you keep learning because things are always changing. We had a lot of people coming in to check out what we had, but keeping up with the demand can be hard.
What made you think you could take hot dogs to the next level?
The idea was not to just look at it as a hot dog, but view it as a gourmet sandwich. There are no rules for what you can put on a sandwich—you can go crazy with it. We started with good bread, working with a local bakery to get it fresh every morning. What makes our hot dogs different is we smoke and grill them. It takes a little more time and effort, but you get a great flavor. We use high-grade cheese, and all of our toppings are chopped fresh daily.
What is the best kept secret about making a good hot dog?
Cook them just enough so the fat doesn’t get rendered out. The fat is where the flavor is.
What inspired you to make music a profession, not just a hobby?
When I was at Webster Groves High, I was in a band. Most of the members had already graduated, and everyone was serious about it. By the time I was out of high school, I knew I wanted to pursue a music career—we all did. We spent our time writing songs and released three records independently. We got the attention of bigger artists and a booking agent, which helped with touring. Eventually, we got the attention of the record labels. We had a top 10 single on modern rock radio, and things really took off from there.
Who are some of the most inspiring people you’ve toured with?
There’s a band called 311 out of Los Angeles. We became really good friends after meeting them while touring in Atlanta. Their career took off sooner than ours. One thing I really admired about them was their really great work ethic and smart management group. It was nice to watch what they were doing and learn from it.
Why have you chosen to stay in St. Louis?
I did leave temporarily. When we signed with Virgin Records, I moved to L.A. for a little while to be closer to the label so I knew what was happening. Once my wife and I decided to have kids, we moved back to St. Louis.
How would you describe the style of The Urge?
We picked our style from a lot of influences. You could think of some of the bigger bands with horns like Earth, Wind and Fire or ska bands from the ’80s. Eventually, when you go out on the road and do your thing, your style becomes your own. The Urge is super high energy—you’ll see a lot of us jumping around. We’re a big band; there’s six of us. It’s a very high energy show, physically and musically.
Do you get the chance to check out local musicians?
I try as much as I can. My friend Dave Grelle has a band called the Playadors. I try to keep up with what he’s doing because Dave is connected to everyone. If I go out, I might go see one of the artists that he plays with.
What are some of your go-to spots in town for food?
The Gramophone has some really unique sandwiches. Terror Tacos has some great recipes, and they’re extremely creative about what they do with vegan tacos.
Where can people find you this holiday season?
We’re opening a new Steve’s Hot Dogs location in Chesterfield on Dec. 1, and our restaurant in the Delmar Makers District is already open and has a lot going on. We always have live music, and we’re bringing back an acoustic brunch. On Nov. 29, The Urge will be playing our annual show at The Pageant. Every year for nearly 30 years, we’ve played the day after Thanksgiving.
Do you get more recognition for The Urge or as the hot dog guy?
It’s probably a mix at this point. A lot of kids just know me as the guy who’s on TV for hot dogs, but their moms and dads know me as the lead singer of The Urge.
