June Flatiron Newsletter

in this issue:

	Flatiron in Bloom! Last Chance to RSVP for Annual Meeting Speaker Series, June 10: Scott M. Stringer Spotlight on the BID The Ace Hotel Opens Its Doors New Neighbors On the Calendar News You Can Use Discover Flatiron: The Algonquin Theater Recent News About the BID Newsletter Archives About Us

Last Chance to RSVP for Annual Meeting

If you act quickly, there is still time to register for the third annual meeting of the Flatiron/23rd Street Partnership, scheduled for Thursday, June 4, at the Baruch College Vertical Campus Conference Center.

The Center is at 55 Lexington Avenue, at 24th Street. The meeting will be in Room 14-220 on the 14th floor, with registration and a complimentary breakfast beginning at 8 a.m.

Although the meeting is open to all BID members, including property owners, commercial tenants and residents, only those who have registered will be eligible to vote for directors.

To RSVP for the annual meeting, call (212) 741-2323 or click here.

Speaker Series, June 10: Scott M. Stringer

Make your reservations now to hear Scott M. Stringer, Borough President of Manhattan, who will be the headliner at the next Speaker Series event hosted by the Flatiron/23rd Street Partnership and TD Bank.

The event is scheduled for Wednesday, June 10, at the TD Bank branch at 260 Park Avenue South, at 21st Street, from 8:30 a.m. until 10 a.m. A complimentary breakfast will be served.

Property owners, business representatives and residents are invited to hear Stringer discuss some of the current issues affecting the district.

A native New Yorker, Stringer took office in 2006. Before he was elected Borough President, he was a member of the New York State Assembly for 13 years. A great believer in the concept of "neighborhood," Stringer has been an agent for change in Manhattan's community boards and his influence has helped strengthen the voice of the borough's neighborhoods in debates over city planning.

To reserve a place, either send an e-mail to events@flatironbid.org or call (212) 741-2323.

Spotlight on the BID

Visitor Information Cart Is Rolled Out

The new Flatiron/23rd Street Partnership Visitor Information Cart that was wheeled onto the public plazas last month has morphed from a colorful curiosity to an indispensable dispenser of knowledge about the neighborhood.

The cart, in the BID's distinctive colors of orange, blue and grey, sits on the center plaza, just north of the Flatiron Building and is equipped with free Discover Flatiron Maps of the area, complete with a guide to restaurants, retail shops and other attractions, plus informational material about the free Flatiron walking tours conducted by the BID every Sunday at 11 a.m. The Visitor Information Cart is open, depending on the weather, from approximately 9:30 a.m. to dusk.

In the first two weeks of the cart's appearance, some 1,800 maps have been distributed, many of them to visitors to the Flatiron district, but also to those who live and work in the neighborhood.

Speaker Quinn on Small Businesses

The subject of small businesses drew a large turnout at the Flatiron Partnership's latest Speaker Series event, when Christine C. Quinn, Speaker of the New York City Council, described a three-pronged plan to help alleviate some of the problems faced by businesses with fewer than 100 employees.

An enthusiastic audience of property owners, business representatives and residents were present at the TD Bank branch at 260 Park Avenue South on the morning of May 21 to hear Speaker Quinn. TD Bank is a co-host of the Speaker Series.

Pointing out that there are some 220,000 small businesses in the five boroughs, making them collectively New York City's largest private employer, the Speaker outlined a pilot program to help them not only survive the current economic conditions, but to thrive.

Basically, she said, the "Open for Business" program has three parts: helping small business to open, and to stay open, by streamlining matters such as inspection procedures; giving small businesses certain priorities when the City contracts new business; and "getting out of the way" of small businesses by making sure new regulations aren't unnecessarily burdensome.

Speaker Quinn also acknowledged the work of the Flatiron BID and Executive Director Jennifer Brown, who she said was a frequent visitor to City Hall, working on behalf of the district.

The next Speaker Series event will be on June 10, featuring Manhattan Borough President Scott M. Stringer (see related item in this newsletter).

Clean Team Profile:
Jos� Martinez-Correa

When Jos� Martinez-Correa was in his native Dominican Republic, he was in the printing business. Now he's in the erasing business. He's the Clean Team's specialist, the man whose cart is loaded with pots of paint in five colors and an assortment of brushes and scrapers, and what he erases is graffiti and rust and the signs of wear and tear on lamp posts, fire hydrants, mail storage bins, mail boxes and all the other pieces of sidewalk furniture.

Jos�, 42, is an affable fellow who was raised in Santo Domingo, the capital of the Dominican Republic, and lived there until coming to the U.S. in 2006. He has two children, a boy of nine and a girl of 13, and they all live with Jos�'s mother in Washington Heights, a neighborhood with a large Dominican population. The children came to New York in January. Their mom is still in Santo Domingo, but plans are being made to bring her here as well. Until then, the family reunites during vacation trips.

Working outside is a pleasant chore for Jos�. It's never boring, he says, because there are always new things and new people to observe. In addition, he's been improving his English by interacting with tourists who sometimes ask directions. He joined the BID in 2007 and says he's noticed a "big difference" in the appearance of the neighborhood since then.

He and his Clean Team colleagues can all take a deep bow for that.

The Ace Hotel Opens Its Doors

Not everything is complete yet, but the Ace Hotel is up and running, adding light and luster to the corner of Broadway and 29th Street.

The hotel, the newest unit of Ace Hotels of Seattle, was developed by GFI Development Co. It had its soft opening on May 14, welcoming a businessman from Denmark as its first guest. General Manager Jan Rozenveld said the hotel's Breslin restaurant, which will be run by Ken Friedman and chef April Bloomfield, owners of the Spotted Pig, should be ready by mid-August. The same timetable applies to Stumptown Coffee Roasters and to Project No. 8, a clothing boutique.

As of the end of May, a little over 100 of the Ace's rooms were on line. The rest of the 260 rooms and suites are expected to be ready just after Labor Day, said Rozenveld. Rates are generally between $195 and $1,000.

The hotel gym is expected to open in mid-June and a 3,000-square-foot event space is nearing completion. Rozenveld said the Ace has received inquiries about everything from weddings and bar mitzvahs to fashion shows and meetings.

At present, room service is provided by five local restaurants: Eisenberg's Sandwich Shop, Hill Country, Moonstruck Diner, Waldy's Pizza and Izumi Sushi. Menu selections from each are included in the "Ace Survival Guide" in every room. The guest calls the hotel operator and places an order, which is then relayed to the restaurant. Delivery is promised within 45 minutes.

The guide is in a loose-leaf format, allowing Ace to update its contents without reprinting the entire booklet. Written in the same breezy manner that characterizes the hotel, it includes factoids about the 105-year-old building itself, plus information about the neighborhood and recommendations for such amenities as shoeshines.

"Lots of our guests are from Europe," said Rozenveld. "They love this neighborhood, the Flatiron Building, the park . . . they really feel they're in authentic New York."

For more information, click here.

New Neighbors

Foto Care

Foto Care Ltd., a company that sells and rents photo equipment, has moved to street-level spaces at 41 and 43 West 22nd Street, between Fifth and Sixth Avenues. It had been on 21st Street between Sixth and Seventh Avenues, operating in half the space it now has.

The 5,000-square-foot store at 41 West 22nd Street is where items such as cameras, lenses, film, accessories, lighting outfits, studio stands, printers and computers are sold. Just west of it, at 43 West 22nd Street, is another 5,000-square-foot area where equipment can be rented.

Foto Care will also offer seminars and classes about new products and the different aspects of handling photo assignments.

Foto Care is open Mondays through Fridays from 8 a.m. to 6 p.m., and Saturdays from 9 a.m. to 4 p.m. To contact the store, call (212) 741-2990, or click here.

Terakawa Ramen

Ramen, the Japanese noodle dish that originated in China and became a staple for college students all over the U.S., is the centerpiece of a new restaurant in the Flatiron district.

The restaurant, Terakawa Ramen, is at 18 Lexington Avenue, between 22nd and 23rd Streets, the former site of Teriyaki Boy and directly across from the Lawrence and Eris Field Building of Baruch College. The house specialty, of course, is ramen, a noodle dish served in a meat-based broth topped with sliced pork or chicken.

Other dishes include gyoza, teriyaki chicken and fried rice.

This cash-only restaurant is open daily from 11 a.m. to 10 p.m. To contact the store, call (212) 777-2939.

Yogurberry

Yogurberry, a frozen yogurt chain that was founded in Korea in 2001 and now has locations worldwide, has opened in the Flatiron district. The store, its ninth unit in New York City, is at 127 East 23rd Street, between Park Avenue South and Lexington Avenue. Just inside the entrance, a family of origami swans decorates the cash register, while flat-screen monitors display menus that list the fruit smoothies and frozen yogurt options. Seven yogurt flavors rotate daily, with plain and strawberry as the staples. Fruit, nuts, granola, cookies and different types of cereal are some of the available toppings.

Yogurberry is open daily from 11 a.m. to 10 p.m. To contact the store, call (212) 228-9087, or click here.

On the Calendar

Big Apple BBQ on June 13-14

The Seventh Annual Snapple Big Apple Barbecue Block Party returns to Madison Square Park June 13-14, from 11 a.m. to 7 p.m. both days. The weekend event brings together 14 of the country's top pitmasters, who expect to cook up their award-winning food for more than 100,000 barbecue enthusiasts. Set against the backdrop of Madison Square Park, the event attracts people from near and far to sustain and celebrate America's authentic culinary and musical traditions.

Admission is free and includes live music, seminars and cooking demonstrations. The country's best barbecue is available from top pitmasters for only $8 per plate.

Proceeds from the event support the Madison Square Park Conservancy. To view the event's website, click here.

FPWA's 2009 Online Auction

From June 10-17, the Federation of Protestant Welfare Agencies (FPWA) will be auctioning off a number of great deals, and fun and unusual items such as restaurant gift certificates and vacation getaways for its 2009 Annual Spring Online Auction. Proceeds from the auction will help raise money for FPWA's programs and services. To participate in the online auction, click here.

The Federation of Protestant Welfare Agencies promotes the social and economic well-being of greater New York's most vulnerable by strengthening human service organizations and advocating for just public policies.

To view FPWA's website, click here.

Baruch College Community Reception

Kathleen Waldron, President of Baruch College, will greet members of the neighborhood at the Baruch College Community Reception on Thursday, June 25, from 5:30 p.m. to 7 p.m. The event will take place in the Newman Conference Center at 151 East 25th Street on the 7th Floor. Refreshments will be served.

To secure a spot, RSVP by Thursday, June 18, to eric.lugo@baruch.cuny.edu or call (646) 660-6095.

News You Can Use

Sponsorship Opportunities Available

Sponsorship opportunities continue to be available now and throughout the year from the Flatiron/23rd Street Partnership.

Funds raised by corporations, property owners, local businesses and universal brands that participate in the BID's 2009 Sponsorship Program will help implement neighborhood improvement programs and marketing projects.

The program provides sponsors with the opportunity to prominently place corporate logos on a variety of items that will provide high visibility throughout the district: streetlamp banners, trash receptacles, ash urns (new this year), Flatiron maps and shopping guides, and, for the first time, co-sponsorship of a new beautification project along the Park Avenue South malls.

For additional information, including pricing, please see our 2009 Sponsorship Program Catalog by clicking here. You may also contact Eric Zaretsky, Director of Marketing, at (212) 741-2323 or via e-mail at ezaretsky@flatironbid.org.

Free Walking Tours Every Sunday

The Flatiron/23rd Street Partnership sponsors free walking tours every Sunday.

Join our experienced guides on a 90-minute journey through this vibrant neighborhood, viewing some of the City's most notable landmarks, including the New York Life Insurance building, the MetLife Tower, the Appellate Courthouse and the famous Flatiron Building.

Time:
Every Sunday at 11 a.m.

Meeting Place:
The southwest corner of Madison Square Park, at 23rd Street and Broadway, in front of the statue of William Seward.

Flatiron District Deals Page

If you have a deal for us, we have a deal for you. And it won't cost you a dime.

The Flatiron BID added a new page to its website in April. It is called "District Deals" and provides an opportunity -- at no cost -- for all neighborhood businesses, organizations and Friends of the Flatiron Partnership Marketing Affiliate Program participants to publicize any special sales or services currently being offered.

The page will be updated twice a month.

For more information and to submit a deal, click here.

The BID on Facebook

The Flatiron BID is now a member of the Facebook community with the creation of its own organization page.

The Facebook page does not replace the BID's extensive and informative Web site, but it does provide a forum for Facebookers to quickly view neighborhood news, events and photos.

To join the Flatiron BID Facebook page, click here. If you are not a Facebook member and would like to register to join, click here.

Discover Flatiron: The Algonquin Theater

When Algonquin Theater Productions raised the curtain on a permanent theater in the Flatiron district last year, Tony Sportiello couldn't have been happier. For one thing, it was nice to have a real home for the company after three years of renting venues in various parts of town. For another, Sportiello closed the deal for the theater while he was still on his honeymoon and once he did, he could go back to being a new husband.

Sportiello, a show business veteran and the author of more than two dozen plays, is the company's artistic director. The Algonquin Theater, which is at 123 East 24th Street, between Park Avenue South and Lexington Avenue, was opened in January 2008. Prior to that, the building had housed the Blue Heron Theater, a space that was often rented by various producers.

The mission of the non-profit Algonquin Productions is to mount shows that have already been developed elsewhere "and move them to the next level," said Sportiello.

"We'll take shows that come from places like The Workshop [a theater company that specializes in developing new scripts] and stage them here," he continued. "That could mean an eventual move to Broadway or Off Broadway, to a regional theater, or to films or television."

Prior to settling on 24th Street, Algonquin Productions had its first big hit with "The Devil and Billy Markham," a play by the cartoonist and children's book author Shel Silverstein that went on to critical and popular acclaim.

Last October, after spending most of 2008 painting and renovating and building a lobby and concession stand, Algonquin presented its first show in its new home, an original musical entitled "Sessions." Algonquin had been developing "Sessions" ever since 2004, conducting public readings, talking to potential backers and working with Al Tapper, the show's composer, book writer and lyricist. Starting this month, "Sessions" will be joined at the Algonquin Theater by another Tapper show, a musical revue called "An Evening at The Carlyle."

Standing outside the theater one recent afternoon, the 50-year-old Sportiello said he picked East 24th Street for a base "because it isn't on the West Side," an allusion to the large number of theaters in the West 40s.

"Our audience," he said, "is from 20th to 30th Street, from Madison Square to the East River. Our focus is on this area."

The Algonquin name is meant to conjure the spirit of 1920s New York and the fabled Algonquin Round Table, home to a group of writers, critics and actors famous for their sharp-edged wit and sophistication.

"It was a time when there was lots of theater in New York," said Sportiello. "We want to bring that feeling back."

The Algonquin Theater holds two production spaces, both of which evoke the memory of former Round Table members. There is the Parker, a small room that seats 40 and is named for writer and critic Dorothy Parker. It could be used for what Sportiello describes as "small shows such as one-act plays, or plays with one to three characters." It is also available for rent.

The larger theater is the Kaufman, named for playwright and director George S. Kaufman. It seats up to 99 and that is where "Sessions" and "Carlyle" will share space. Rehearsal rooms, dressing rooms and offices are in the basement.

For further information, click here.