IF YOU HAVEN'T ALREADY MADE A
reservation for the BID's next Speaker Series event, featuring New York City Comptroller John C. Liu as guest speaker, there is still time. Liu will speak on Wednesday, May 11, at the TD Bank branch at 260 Park Avenue South, at 21st Street. Please RSVP by May 9 with an e-mail to events@flatironbid.org or by calling (212) 741-2323.

The program will run from 8:30 a.m. to 10 a.m. and will include a complimentary breakfast. Following Liu's talk, there will be a brief question-and-answer period.

As New York's Chief Financial Officer, Liu is responsible for ensuring the City's financial health by making recommendations concerning programs, operations, and fiscal policies and transactions. He will talk about his efforts to root out waste, fraud and abuse, while identifying savings for New Yorkers. Liu, who was sworn in on January 1, 2010, is the first Asian-American elected to a city-wide office in New York.

ON MAY 13, THE FLATIRON/23RD STREET
Partnership is hosting its first broker luncheon, "Flatiron: Where Then Meets Now." This luncheon is exclusively for the commercial and retail brokerage community to discuss how the Flatiron district of today has everything to offer prospective commercial and retail tenants.

JENNIFER BROWN, EXECUTIVE DIRECTOR OF THE BID, is spreading the word about Flatiron and the Flatiron/23rd Street Partnership on NearSay.com, a compendium of articles about New York neighborhoods. Her blogs include information about Flatiron restaurants, real estate and local events, and have included items about Eataly, the Museum of Mathematics, General Assembly, the rebirth of West 24th Street as Flatiron's own "Restaurant Row," and MSG Wellness, a local health care facility. To view and follow the Partnership's posts, click here.

WHEN YOU OPEN A BOOKSTORE devoted to architecture and design, there should be something special about the way it looks. The Van Alen Institute: Projects in Public Architecture, a nonprofit organization headquartered in the Flatiron district and dedicated to improving the design of the public realm in New York City, has done exactly that.

Van Alen Books has opened at 30 West 22nd Street, on the street level of a building housing the Institute and it looks nothing like a traditional bookstore. Calling itself New York's only bookstore devoted singularly to architecture and design publications, it is only some 600 square feet, according to Olympia Kazi, Van Alen's Executive Director, but it has walls that are almost 14 feet high and shelves that go all the way to the ceiling and can accommodate about 1,000 books.

The shelves are made accessible by wide bleachers that also climb to the ceiling and are reminiscent of the stairs at the TKTS facility in Times Square, a project that came out of a Van Alen design competition in 1999. The bleachers, designed by the architectural firm LOT-EK, can comfortably seat about 30 people. They are made from 70 recycled wooden doors, creating the effect of an amphitheater facing 22nd Street through glazed plate-glass windows.

Kazi said the space will be used for more than simply selling books. It will also be the site of a program of public events, including readings, performances, discussions and debates. Participants could include actors, craftspeople, printers and graphic designers, she added. Van Alen Books plans to host a publishing summit next fall, exploring what form content will take in the 21st century.

Van Alen is filling a void that has existed since early last year, when Urban Center Books, which was in the historic Villard Houses on Madison Avenue near 50th Street, shut its doors. Urban Center was a popular destination for architecture buffs from all over the country, but after it closed there was nothing quite like it in New York. Now there is.

THERE'S A NEW ADDITION COMING
to Flatiron. The Museum of Mathematics, a nonprofit institution dedicated to enhancing the public perception of math and the role it plays in everything from music to medicine, has signed a lease for 19,000 square feet of space on the ground floor and second level of 11 East 26th Street, on the north side of Madison Square Park. It is expected to open in the fall of 2012.

The museum was created by a former hedge fund manager named Glen Whitney who wants to erase a cultural perception that math is only for nerds. To that end, MoMath -- as the museum calls itself -- plans up to 60 exhibits. One of them, a laser display called "The Ring of Fire" that reveals hidden shapes within a cylinder, has already been a popular attraction at other museums around the country.

MoMath has been making its mark in Flatiron since March with a series of "Math Encounters" at Baruch College's Performing Arts Center, 55 Lexington Avenue. The series, designed to show how math is woven into the fabric of everyday life, will continue on Wednesday, May 4, from 6:30 p.m. to 8:30 p.m. It's called "The Man Who Loved Only Numbers: The Story of Paul Erdös" and it will be conducted by Paul Hoffman, Erdös's biographer and the host of the PBS television series "Great Minds of Science."

Erdös was a legendary Hungarian mathematician who published 1,475 academic papers on the subject, significantly more than anyone else. He was a towering eccentric who lived as a vagabond, keeping all his possessions in a beat-up suitcase and a plastic bag while traveling from one scientific conference to another across four continents in pursuit of what Hoffman called "good mathematical problems and fresh mathematical talent." The MoMath program at Baruch will explore the relationship between genius, madness, obsession and creativity.

There is no admission charge, but registration is necessary. For additional information, call (212) 542-0566 or e-mail mathencounters@momath.org. To register, click here.

A TROOP OF GIANT APES CLINGS TO A REGIMENT OF EMPIRE
State Buildings. A flotilla of Flatiron Buildings huddles in a circle, like slices of pizza waiting to be shared. A phalanx of Lady Liberties lifts its lamps to all comers.

Welcome to Memories of New York, an emporium whose 3,000 square feet of selling space is chock-full of tchotchkes, all of which pay tribute to this city. Located at 206 Fifth Avenue, facing Madison Square Park and extending through to Broadway, it is packed with piggy banks and playing cards, snow globes and soup bowls, key chains and calendars, magnets and mugs, notepads and neckties and a ton of T-shirts, anklets, hoodies and baseball caps. There is even a woman's spike-heel slipper known as "the 'Sex and the City' shoe." A selection of holiday-tree decorations evoking the Rockettes and the Radio City Christmas Spectacular is displayed on one side of the entrance while a fleet of miniature yellow cabs awaits miniature passengers on the other.

All of it is presided over by Alper Tutus, born in Turkey in 1948 and a New Yorker since the 1980s, when he arrived here from Istanbul. This is Tutus's 25th anniversary as the owner of Memories of New York and he shows no signs of slowing down. A dark-eyed man with an intense gaze and a courtly manner, he is fluent in English, Italian and Turkish, gets by in a few other European tongues, and delivers a steady stream of multilingual chit-chat with his customers, the vast majority of whom are from other countries.

"Caio, caio," he calls to an Italian family as they head out with a sack filled with souvenirs. A few minutes later, he bids a couple from Switzerland "auf wiedersehen," and then it's "au revoir" and "hasta luego" to other customers and, finally, "bye, bye" to two teenagers from Queens.

Before landing in America, Tutus says, he owned a wholesale electronics business in Turkey. Initially, he recalls, his trip here was going to be relatively short, involving a little buying and a little selling. He set up an import-export operation, first in midtown, then at the South Street Seaport.

"It didn't work out," he says, "but I found a retail space at the World Trade Center, first for small leather goods, and then I got the idea to make it a souvenir shop. I opened Memories of New York in 1986 and was there for around 10 years, but except for the summers, tourist business was slow."

Tutus says he considered opening a second store, but when he found his current location, he decided to move his whole operation to Flatiron. At first, only half his current space was available. The Broadway side of the store was occupied by Fuji, but in 2000 Fuji's lease expired and Tutus expanded. He also has the full basement, comprising another 3,000 square feet. It is used not only for storage, but it's where he began putting together a Memories of New York Newsletter, a free potpourri of information about the town's tourist attractions.

The first edition appeared last September and a second, themed to the holidays and the 25th anniversary, was issued in December. Available at the store in hard copy, they are also accessible for downloading on the store's website.

"I love New York," says Tutus, echoing the slogan that appears on much of the merchandise he carries. "I love it more than anyplace else. When you get involved here, you're really involved."

Coming from a man who arrived in town intending to make it a short visit and who's still here more than 25 years later -- and counting -- that's not hard to believe.

(Memories of New York, 206 Fifth Avenue, between 25th and 26th Streets. Open daily from 9 a.m. to 9 p.m. Telephone: (212) 252-0030. E-mail: memoriesofnewyork@gmail.com. Web site: www.memoriesofnewyork.com.)

ALEXANDER GEORGE, WHOM EVERYONE calls Alex ("or George," he adds, smiling impishly), is a burly fellow who loves football. Watching it, not playing it, although he looks like he could fill out a football uniform quite nicely, thank you. These days, he wears the uniform of the Flatiron Partnership Safety Team and has been since February 2010.

"When I'm not watching football, I like to read," he says. "Political books especially. I'm reading Malcolm X's autobiography now. And I like movies about politics. I recently saw 'Frost/Nixon.' I was only 2 years old when Nixon resigned, so a lot of that stuff was new to me."

Alex, who turns 39 this month, was raised in the Parkchester section of the Bronx and is a graduate of Samuel Gompers High School. The second youngest of eight children, he currently lives in a bachelor apartment in his native borough. He is single ("and loving it"). At the same time, he thrives on interacting with people, which is perhaps his greatest asset as a member of the BID's Safety Team.

After high school, he worked as a commercial and household mover for about 10 years ("It's a great way to stay fit. You don't have to go to a gym."), then moved himself into a position as a security guard. It was mostly indoor work, sitting at a desk and "checking people in." He didn't love it.

What he does now -- walking through the district, talking to visitors, kibbitzing with local business people -- is something he finds much more appealing.

"I like dealing with the public, especially people from other countries," he says. "I don't speak any foreign languages, but I can usually decipher what they're trying to say. I don't like to see people get lost. It's happened to me. I'd be out in Queens and I'd see 36th Avenue and 36th Street and 36th Drive and 36th Road . . . it can be very confusing. When I see people who look like they're lost and I can help them out, I feel good -- and they're ecstatic.

"It's also a good feeling when the local business people see me and give a wave and know that I'm there to help them. I'm sure that if I had a store, I'd like to know there was someone around I could depend on. We're not the police, but we're the 'go-betweens' and we're always around."

IN ITS ONGOING EFFORT TO MAKE ITS PROGRAMS EVEN BETTER than they have been, the Flatiron Partnership is conducting an online survey asking respondents their thoughts about business assistance and networking events. As a thank-you for participating, four randomly selected respondents will each receive a $50 gift certificate to a Flatiron district restaurant. To access the survey, click here.

THE FLATIRON PARTNERSHIP'S 2011 Sponsorship Program Catalog offers area businesses and property owners a comprehensive look at how they can promote their own brands while helping to implement neighborhood-improvement programs such as marketing and streetscape beautification.

By participating, companies can increase brand recognition with logo placement that will be visible throughout the Flatiron district and beyond. Logo placement is available on streetlamp banners, trash receptacles, ash urns, maps and neighborhood guides.

Sponsorships are also available for streetscape projects such as beautification of the Park Avenue South malls and "Greening the District" programs such as the hanging flower baskets, tree-pit guards and plantings, and seasonal plantings in the Public Plazas.

Also eligible for sponsorships are special events under the BID's "Intersections" umbrella: the Speaker Series, Business Assistance Forums and various art and cultural programs produced by the Partnership, as well as the weekly free walking tours. Businesses near the district, but outside its defined boundaries, may become Friends of the Flatiron Partnership by taking part in an affiliate program that provides access to the BID's communications, collateral and constituents.

For additional information, including pricing and details about sponsorship packages, please see the 2011 Sponsorship Program Catalog. You may also contact Eric Zaretsky, Director of Marketing & Economic Development, at (212) 741-2323 or via e-mail at ezaretsky@flatironbid.org.

Baruch Workshops Slated for May

A Baruch College series of free workshops and seminars that offer guidance and information to small businesses will continue in May. The series, which began in January, is an initiative of the New York State Small Business Development Center at Baruch. All events take place at Baruch's Lawrence N. Field Center for Entrepreneurship, 55 Lexington Avenue, Suite 2-140, from 6 p.m. to 8 p.m.

The programs for May:

Why Buy a Franchise?, a workshop presented by lecturer Robert Foskey, Monday, May 2.

Franchising and the Law, a workshop presented by lecturer Robert Foskey, Wednesday, May 4.

Developing Your Core Value Proposition, a seminar presented by Lilia Ziamou, Associate Professor of Marketing, Thursday, May 5.

Trademark and Copyright Issues Facing Entrepreneurs, a workshop presented by Donna Gitter, Associate Professor of Law, Monday, May 9.

Idea Generation: Creative Techniques, a seminar presented by Lilia Ziamou, Associate Professor of Marketing, Tuesday, May 10.

Equity Financing, a workshop presented by lecturer Robert Foskey, Monday, May 16.

Debt Financing, a workshop presented by lecturer Robert Foskey, Wednesday, May 18.

In addition, two programs originally presented earlier in the year will be repeated in May. They are Business Plan Basics, May 19, and Managing Your Company's Finances, May 11.

For a complete list of seminars and workshops, with full descriptions of each, click here. Pre-registration is required. To register, click here. For additional information, call (646) 312-4790.

THE DEPARTMENT OF CONSUMER AFFAIRS WILL conduct its fourth annual Shred Fest on Sunday, May 22, from 10 a.m. to 4 p.m. at sites throughout the City. The closest one to the Flatiron district is at East 14th Street and Union Square East. The event allows people to shred personal papers at no cost. To help prevent identity theft, the DCA suggests shredding bank statements that are more than one year old and do not contain tax-related information; pay stubs, but only after receipt of a Form W-2; credit card applications; and any other documents containing Social Security numbers, password/PIN information, birth date, signature and private contact information.

For more information and a full list of participating locations, click here.

A monthly roundup of exhibits and events at the art galleries and museums within the Flatiron district. To be considered for inclusion, please send relevant information to: Eric Zaretsky, Director of Marketing & Economic Development, at ezaretsky@flatironbid.org.

SPACED: Gallery of Architecture
"Starchitects: The Real Luminaries": An exhibit of drawings, posters and photographs featuring an international array of some of the best-known architects who ever lived, from Andrea Palladio and Gianni Battista Piranesi to Le Corbusier (pictured) and Mies van der Rohe to Michael Graves and Paolo Soleri.

The term "starchitect" is a relatively recent neologism describing architects whose personal fame and critical success have given them a degree of celebrity that transcends the architectural community and is sometimes associated with novelty. This exhibit shows that architects have always been a curious mix of artist and practitioner while often subservient to the wishes of their patrons. An opening reception is scheduled for Thursday, May 5, from 5 p.m. to 8 p.m.
Dates: May 5 through July 30.
Address: 31 West 26th Street, 6th floor.
Hours: Usually Thursday through Saturday afternoons. For hours, please call (212) 213-1720. Or by appointment.

Calumet Gallery
"Parsons New School for Design BFA Photography Thesis Exhibition": Once again, Calumet is displaying the work of Parsons students. The exhibition promises to show images from a variety of perspectives and genres, including fine art, editorial, fashion and conceptual explorations.

An opening reception has been scheduled for Tuesday, May 10, from 6 p.m. to 9 p.m.
Dates: May 9 through May 21.

Address: Calumet Photographic, 22 West 22nd Street, 2nd floor.
Hours: Mondays to Fridays, 8:30 a.m. to 5:30 p.m., Saturdays, 9 a.m. to 5:30 p.m.

Raandesk Gallery of Art at In Good Company
"Collide": A solo show by Jennie Barrese, whose black-and-white pictures integrate intimately photographed body parts and dramatic photo retouching. By depicting body parts of friends and then digitally manipulating the images to create a collision of parts, Barrese explores how a moment in time -- a second, a minute -- where two paths cross can forever change the course of one's life. Whether dramatic events or a mundane meeting of someone who later becomes a pivotal part of one's journey, people are shaped by these "collisions." This is Barrese's second solo show at Raandesk.
Dates: Through June 4.
Address: 16 West 23rd Street, 4th floor (In Good Company).
Hours: Saturdays, noon to 4 p.m. and by appointment.

The Sidney Mishkin Gallery at Baruch
"Cosas Ocultas/Hidden Realities: The Work of Rocio Garcia and Alberto Casado": The paintings of Cuban artists Rocio Garcia and Alberto Casado, both of whom assess the darker folds of their country's collective unconscious from an anthropological point of view. Throughout Garcia's work, she sheds light on the subterranean and repressed life, taking the viewer into a netherworld populated by geishas, dominatrices, masochists, strippers, mutants, boxers, opium smokers, rapists and outcasts. Casado, who is influenced by Cuba's folk art tradition, chronicles a more subversive Cuban daily landscape and the goings-on of his artistic circle. Using found materials, he paints bus windows brightly radiated by a foil backing and incorporates into his work a Cuban colloquial visual vocabulary, his own African heritage and bolita, the lottery game banned in Cuba.
Dates: Through June 1.
Address: 135 East 22nd Street.
Hours: Weekdays from noon to 5 p.m., Thursdays from noon to 7 p.m. Closed on weekends.

Museum of Sex
"Comics Stripped!": From the crude under-the-counter "Tijuana bibles" of yesteryear that were sexually explicit spoofs of popular comic strips to today's more seriously regarded forms of X-rated graphic art, comics have a long history of incorporating humor, scandal, fantasy and fun with sex. This exhibit draws on the museum's own collection to examine the cultural significance of the images, icons and illustrators whose work has entertained generations, educated (or misinformed) about the basics of sex, and created a realm of fantasy unlimited by the boundaries of reality.
Dates: Ongoing.
Address: 233 Fifth Avenue.
Hours: Sundays through Thursdays, 10 a.m. to 8 p.m.; Fridays and Saturdays, 10 a.m. to 9 p.m.

THE FLATIRON DISTRICT WILL
welcome a new neighbor in June. Tiffany & Co., a world-renowned leader in the jewelry and luxury goods industry, will relocate its world headquarters -- but not its retail operation -- to 200 Fifth Avenue, at the corner of 23rd Street in the heart of the Flatiron District. This is a splendid opportunity to promote your business to approximately 600 new customers who will be looking for new places to eat, drink, shop and take care of personal errands every day.

To welcome Tiffany & Co. and its employees to the Flatiron district, the BID is reaching out to local businesses interested in offering a discount coupon, special offer or sample that can be included as part of a Flatiron District Welcome Package being distributed to the Tiffany & Co. employees.

To participate, please contact Lois Baskin at Interior Move Consultants (info@imcwebsite.com) for more details. The deadline is Friday, May 20.

• The New York Times discovers Park Avenue South
• Baruch College honors Flatiron BID at 2010 Community Reception
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• Flatiron BID to hold business help forum
• Opening day for the newest stretch of Broadway's green ribbon
• New top cop at 13th Precinct: Ted W. Berntsen
• Click Here for More News Articles

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The Flatiron/23rd Street Partnership Business Improvement District, formed in 2006, is a nonprofit organization whose mission is to enhance the area's reputation as one of New York's most vital and exciting neighborhoods. This is accomplished by maintaining a clean and safe environment for the district's businesses, residents, and visitors; by spearheading area improvement projects; and by marketing the diverse business and retail options in this vibrant and historic neighborhood.

For more information go to our Web site at www.discoverflatiron.org or e-mail us at info@flatironbid.org.

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