"Most people in the evening still enjoy a casual, cafe atmosphere but with excellent meals on offer."
As well in-house dining, Element provides an out-catering service as well.
"We're always busy but really I'm still an accidental restaurateur."
Over the years he has watched the town fill up with visitors, businesses do well and demand for accommodation grow. And over the past two months, he has hosted Sunday evening recitals featuring former students of the Whanganui-based New Zealand Opera School.
Even though he's not a passionate opera lover, Jim is always keen to help the school and they have had the use of Element free of charge.
The two-week opera school has students from across New Zealand heading to Whanganui each January.,
"It is a excellent for Whanganui having so many people come in from all over the country," Jim says.
The first Element recital featured Bianca Andrew and the set-up was cafe-style with Jim supplying platters of finger food free.
The second event was a concert chamber recital with counter tenor Stephen Diaz and bass Tavis Gravitt thrilling the large audience.
Element is also one of the venues used for performances during the opera school - and students' shows are always a huge hit, he says.
"People need to book because it's very popular - last year I had 50 people on a waiting list but could only get two in after a last-minute cancellation," Jim said.