Architectural richness and the romance of a time gone by help to define today’s Flatiron District. Since April 2007, the BID staff has been highlighting the area’s most historic structures as well as some of the people and businesses that have either thrived here for decades or are noteworthy for other reasons.

Sep 26, 2017

Discover Flatiron: Film & Television In The District

The Flatiron Building, and other areas of the Flatiron District, have been featured in countless film and televsion productions. As we enter the fall television and film season, the Flatiron 23rd Street Partnership looks back at some of the most notable scenes co-starring the district.

One of the most memorable episodes in recent television history was filmed in Flatiron for the Emmy-winning HBO series Sex and the City in 1999. Eleven Madison Park, the three Michelin-starred restaurant located on 24th Street, served as the backdrop where Carrie Bradshaw (Sarah Jessica Parker) received the heartbreaking news from her former boyfriend Mr. Big (Chris North) that he planned to marry another woman.

In 1958, the romantic comedy Bell, Book and Candle, starring Jimmy Stewart and Kim Novak, was partially filmed on the Flatiron Building's rooftop. Reds, the 1981 political drama that starred and won a directing Oscar for Warren Beatty, filmed scenes at the base of the building and north of it along Fifth Avenue.

The popularity of computer-animated films have also embraced the Flatiron Building. In Spider-Man (2002) starring Tobey Maguire, the Flatiron Building served as the offices of the Daily Bugle, where Peter Parker (Maguire) worked as a freelance photographer.

Over the years, the iconic structure and neighborhood have shared supporting roles for multiple television commercials including Match.com as well as the opening credit visuals for Law & Order: SVU.

Most recently, the district was home to Comedy Central's Broad City, executive produced by Amy Poehler. Broad City was created by stars Abbi Jacobson and Ilana Glazer. A recent episode was filmed at the The 40/40 Club where Jacobson and Glazer meet Blake Griffin, the star forward of the Los Angeles Clippers. 

Many film and television production companies opt to shoot scenes of New York, in New York, rather than on a Hollywood set. According to the Mayor’s Office of Media and Entertainment, film production in New York provides approximately 130,000 jobs and billions of dollars for the City’s economy each year.

Scene from Reds, Fifth Avenue at 25th Street. Image via On The Set of New York.

Aug 24, 2017

Discover Flatiron: The Life of Bernard Baruch

As thousands of students return to the Flatiron District for the fall semester, the BID takes a brief look back at the life of financier Bernard Mannes Baruch. Baruch was an advisor to presidents and politicians, coined the phrase 'Cold War', and his alma mater renamed its business schoolthe Baruch School of Business, after him in 1953. The Baruch School of Business later became Baruch College in 1968.

Baruch was born in Camden, South Carolina in 1870 and was the second of four children from the marriage of Simon Baruch, a doctor, and Belle Wolfe, a descendant of Southern aristocracy. He was a quick study and enrolled in classes at the City College of New York, at 17 Lexington Avenue (at 23rd Street), at the age of 14.

After graduation, Baruch landed a job as a Wall Street runner and quickly became a partner at brokerage firm A.A. Housman & Company at the age of 25.

“I could not forget my father’s look the day I proudly informed him I was worth a million dollars,” wrote Baruch in his memoir, My Own Story. “The kindly, quizzical expression told me, more clearly than words, that in his opinion, money making was a secondary matter….Of what use to a man are millions of dollars unless he does something worthwhile with them.”

Encouraged by his highly regarded father’s wisdom, Baruch became interested in the public sector. His initial involvement came about when he was appointed to a CCNY trusteeship by New York City Mayor William Jay Gaynor. “I took this civic task seriously,” wrote Baruch in his book, The Public Years, “for I felt a very deep sense of gratitude to the College for the educational opportunities it had given me.”

Baruch credited his invaluable higher education for his connections that led to his eventual advancement as a global advisor, which included consulting on America’s preparedness for World War I. “At the age of forty-nine, I had already enjoyed two careers – in finance and, much more briefly, in government,” noted Baruch in The Public Years. “The war had taken me out of Wall Street, often described as a narrow alley with a graveyard at one end and a river on the other, and plunged me deeply into the broad stream of national and international affairs.”

Over the years, Baruch acquired personal and professional alliances with countless leaders, from Winston Churchill, whose mother Jennie Jerome was a Flatiron District resident, to First Lady Eleanor Roosevelt. Among congressional members, Baruch had earned the nickname as the “Park Bench Statesman” because of meetings he held with representatives on a bench located across from the White House. In 1947, Baruch was credited with coining the classic diplomacy phrase "Cold War" to describe the relationship between the United States and Soviet Union.

"I have had a long, long life–a full one and a good one,” wrote Baruch in The Public Years, published just five years before his death at the age 95. “Sometimes I stop whatever I am doing to wonder at the good fortune I have had in this lengthy pilgrimage. I have had a loving family, many devoted and loyal friends, good health (and what a blessing to have it still), all the material comforts a man could want (and these are by no means unimportant). But above all, I have had the opportunity to serve my country. This has meant most to me."

Photo credit: Library of Congress

Jul 26, 2017

Discover Flatiron: A Brief History of Public Transportation in the Flatiron District

There have long been a number of ways to commute to the Flatiron District. Here is a brief look at the ways people have journeyed to, and through, the neighborhood.

In the early 1800s, one of the primary forms of urban transportation was the omnibus. The bus was a long box with 12-15 seats, with wheels made of wood, and pulled by horses. It was turbulent travel due to the prevalence of cobblestone streets. Smoother terrain soon prevailed for commuters with the arrival of the first-ever horse-drawn railway along Fourth Avenue (now Park Avenue South) in 1832.

The railway was the New York and Harlem Railroad, and within six years it amassed a stable of 100 horses, 40 cars, and four locomotives. The railway’s depot was located at 26th Street and Fourth Avenue, which was later the site of the original Madison Square Garden.

“The railroad cars moved on iron tracks fastened to granite sleepers that rose several inches above the street,” wrote Clay McShane and Joel A. Tarr in their book The Horse in the City: Living Machines in the Nineteenth Century. “These tracks provided a smooth ride for the vehicle on the rails, especially compared to the omnibus running along the rough street.”

The harnessing of electricity eventually led to the creation of New York City’s subway system, which debuted on October 27, 1904. “At 7 p.m. that evening,” states History.com,  ”the subway opened to the general public, and more than 100,000 people paid a nickel each to take their first ride under Manhattan.”

This initial line was operated by the Interborough Rapid Transit Company (IRT) and included a station at 23rd Street and Lexington Avenue, and 28th Street and Lexington Avenue, where the 6 train now serves local passengers on the Lexington Avenue line.

The Brooklyn—Manhattan Transit Corporation’s Broadway Line opened on January 5, 1918. This line extended from Rector Street to Times Square, including the modern-day 23rd Street and 28th Street R/W stations under Broadway. On September 20, 1918, the line was extended to Whitehall Street—South Ferry.

Since 2002, the 23rd Street R/W station has featured artist Keith Goddard’s prominent display of glass mosaic hats on the station walls. Goddard’s “Memories of Twenty-Third Street” honors the Flatiron District’s history as a major commercial and cultural destination with a focus on fashions from the 1880s through the 1920s.

The Madison Avenue end of the New York and Harlem Railroad depot, Fourth Avenue and 26th Street, in the 1880s. Image via the Office for Metropolitan History

Jun 20, 2017

Discover Flatiron: The Fortune of Fourth Avenue

The New York City office and loft building boom of the early 20th Century was alive and well in the Flatiron District. A prime example is the FOURTH•AVE•BLDG at 381 Park Avenue South (at East 27th Street).

Constructed in 1909, 381 Park Avenue South is located on what was then known as Fourth Avenue. The surrounding neighborhood grew with the 1904 opening of the Fourth Avenue subway as well as the New York and Harlem Railroad’s central depot at East 26th Street and Park Avenue South, which preceded Grand Central Terminal. “It didn’t have a food court or a giant vaulted space or lines of shops,” wrote Christopher Gray in The New York Times on February 28, 2013. “But, it came to house six-day marathons, elephant races, and a tattooed nobleman.”

Once the subway was in place, it didn’t take long for the area to develop. “Fourth Avenue, now the greatest wholesale commercial thoroughfare on Manhattan Island,” wrote real estate and insurance magnate Wright Barclay in the February 3, 1917 edition of the Real Estate Record and Builders Guide, “has attained this distinction in a little more than ten years.”

In 1959, between East 17th and East 32nd Streets, Fourth Avenue was renamed Park Avenue South. Today, a diverse collection of businesses call Park Avenue South home, including Sarabeth’s and the luxury boutique Hotel Giraffe. The 16-story building still features the original name painted just below the roof on the structure’s southern side as a glimpse into its storied past.

May 24, 2017

Discover Flatiron: Making of the Manhattan Cocktail Myth

The opulence of New York’s Gilded Age was on prominent display among many of the Flatiron District’s wealthiest residents during the late 19th and early 20th Century. Whether exhibited through the architecture of their Mansard-roofed mansions or Beaux-Arts brownstones, Flatiron’s fortunate perpetuated tall tales about the region’s rich history, including the story behind the creation of the iconic cocktail known as the Manhattan.

The details about the drink’s origin have become a bit inebriated over the years. According to The New York Times Practical Guide to Practically Everything, edited by Amy D. Bernstein and Peter W. Bernstein, “The Manhattan was created in 1874, using rye whiskey, at the Manhattan Club at the behest of Jennie Jerome, a socialite better known in later years as the mother of Winston Churchill. The occasion was an elaborate party celebrating the election of Samuel J. Tilden as governor.”

The Manhattan Club was housed in the area’s fashionable Jerome Mansion. The property, at the time located at East 26th Street and Madison Avenue, was owned by one of the city’s wealthiest residents, and Jennie Jerome’s father, financier Leonard Jerome.

In contrast, Troy Patterson, in his 2016 Bloomberg.com article titled ‘The Manhattan Cocktail: A Complete Guide to Its Myth and Mythology’ states, “The fact that Jennie Jerome was, according to her biographer, not in the U.S. that year seems the least of the barriers to her authorship of the drink.” Patterson also cites that “the drink’s name connects it to the Manhattan Club, a social organization for rich Democrats where Tilden indeed celebrated ‘jollifications’ after his 1874 gubernatorial victory. But, there is no evidence that Manhattans were served.” 

Others in the Flatiron District have also sought credit for the cocktail’s invention, including the bar where it was served in the lavish Hoffman House, at 25th Street and Fifth Avenue. But, concluded Patterson, it was Leonard Jerome who earned the noteworthy cheer in Manhattan cocktail folklore as the designated “chief among its spiritual fathers.” 

Over a century has passed and no one has been able to determine the entire truth surrounding the Manhattan‘s origin. Shared stories told over many generations only leave behind a present-day myth that remains inconclusive. But, there is one thing we can all agree – the core ingredients that make a classic Manhattan.

2 ounces of rye whiskey
1/2 ounce of sweet vermouth
2-3 dashes of Angostura Bitters
Maraschino cherry as garnish

Jerome Mansion, image via Library of Congress.

Mar 20, 2017

Discover Flatiron: Bowling Comes to Madison Square Garden

The Flatiron/23rd Street Partnership takes a look back at Madison Square Garden and the historic bowling tournament billed as the most "elaborate ever held" in 1909.

For the first time in its history, The National Bowling Association held its International Tournament in New York City from May 24 to June 12, 1909. The tournament was held in Madison Square Garden, then located on 26th Street. The second Madison Square Garden was designed by noted architect Stanford White who was commissioned by a team of wealthy clients, including J.P. Morgan and Andrew Carnegie, for a reported final cost of $3 million when it opened in 1890.

Bowling's popularity boomed in the late 19th Century, and the Garden was deemed a perfect fit for the sport. "For the tournament, which will bring together many of the best bowlers of the country and the crack teams that have figured in the championships in former years, Madison Square Garden will be converted into a huge bowling hall, the entire floor space of the building occupied by twenty-four high-grade alleys, laid in the amphitheatre,” reported The New York Times on January 17, 1909.

On opening night of the 1909 tournament, which offered $50,000 in prize money, a total of 4,000 fans were in attendance. The three-week lineup featured 313 five-man teams, 700 two-man teams, and 1,420 individual players.

"I welcome the bowlers of America to the greatest city on the American Continent," said New York City Comptroller Herman A. Metz, reported The New York Times on May 25, 1909. “It is a stupendous enterprise, and well worth the support of every New Yorker who takes a pride in his city."

By the second day, New York teams dominated. The five-man team from "Jamaica, Long Island crowded out the Ravenswood team of Long Island City by rolling the high score of 2,809," reported The New York Times on May 26, 1909. By the tournament’s closing night on June 12, the top individual winner hailed from Brooklyn and two Manhattanites secured second place in the two-man competition.

Bowling continued to thrive at Madison Square Garden even after the venue’s relocation to Midtown (Eighth Avenue between 49th and 50th Streets) in 1925, then-considered the new hub of the City's flourishing business and commercial real estate markets.