The east end of 30A has a new kid on the block with the opening of Acme Ice House.

Owned by the same people who own the posh Pearl restaurant in Rosemary Beach, Acme Ice House is styled to compliment The Pearl, said owner Bill Shoaf.

"Acme is meant to be a casual gathering place," he said.

The atmosphere reflects that, from the hip and edgy photos on the walls to the Harley bike hanging from the ceiling.

The food at Acme will complement the atmosphere with hamburgers and Italian-style pizza being staples on the menu.

The pizzas are cooked in one of two open, 6-foot wood-fired brick ovens that took eight weeks to build. The ovens cook the pizzas at 900 degrees and the end result is an exceptional Neapolitan pizza, said Shoaf.

In opening Acme Ice House, they were not going after a different clientele than would dine at The Pearl, said Shoaf, but the same.

"The target is the same clientele, but geared towards times when those same couples are looking for a more casual atmosphere on 30A," he said.

He said those couples can expect to find the same quality food and service as they encounter at The Pearl, with everything made fresh from scratch, just more casual. A refined casual, he said.

The restaurant will seat 200 inside and 50 outside.

It boasts a full-service bar, 14 flat-screened TVs, and a display kitchen in the main dining room.

Shoaf moved to Seacrest two years ago from Utah to open The Pearl. In Utah he opened three restaurants in Park City, and he has been involved in hotel projects across the country.

"I really liked the area here," he said.

Acme is the second of several projects he plans to open along the coast.

The Pearl opened last August.

Acme Ice House is located in The Village at Seacrest in the location formerly occupied by Bentley's. The restaurant is open daily from 5 p.m. until 12 a.m.