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Flatiron Where Then Meets Now: Hospitality Hotspot

The Flatiron/23rd Street Partnership BID's eighth annual Flatiron: Where Then Meets Now report showcases the significant development and growth of the hospitality sector in the district.

Subtitled “The Flatiron District: Hospitality Hotspot,” this year’s report comprehensively describes the district’s 2018 vital statistics, and highlights the strength of its hospitality sector, which has contributed to the neighborhood’s overall economic growth. The report is among a suite of publications from the BID that focuses on the real estate market in the neighborhood.

>> Download the Report Here

“The growth of the hospitality sector in the Flatiron District has been remarkable, as this report demonstrates,” said Jennifer Brown, the Flatiron/23rd Street Partnership’s Executive Director. “It’s easy to see why hotel developers want to be in Flatiron. With the neighborhood’s central location, proximity to historic and cultural sites, plethora of restaurants, and easy access to public transportation, Flatiron is a popular destination for tourists and local visitors alike. The report also shows that Flatiron is a dynamic neighborhood with an irresistible mix of commercial and residential sectors.”

“Flatiron is a welcoming destination for global travelers who want to experience everything that comes with one of Manhattan's most dynamic neighborhoods—world-class arts and culture, rich history and architecture, and exciting dining and nightlife,” said Fred Dixon, President and CEO of NYC & Company,the official destination marketing organization for the five boroughs of New York City. “With everything the neighborhood has to offer, including its wonderful and growing array of hotels, Flatiron's hospitality is an integral part of the New York City tourism landscape.”

From 21st to 28th Streets, and Sixth Avenue east to Third Avenue, the BID boundaries cover about 21.8 million square feet of commercial space and house approximately 4,200 commercial tenants and 560 ground-floor businesses. Since the establishment of the BID—one of 75 in the city—in 2006, Flatiron has undergone a dramatic transformation into a safe, clean, and desirable neighborhood sought out by all types of people, businesses, industries, and interests.

As New York City’s tourism boom continues—with a 19.8% growth in visitors in the last five years and 65.1 million tourists expected citywide this year—the Flatiron District’s hospitality sector has grown substantially. The number of hotel rooms in and around the neighborhood is up 93.8% since 2011, to a total of 4,652.

With another 1,620 hotel rooms currently under development in the neighborhood, Flatiron is a prime illustration of a broader citywide trend: one out of every five dwelling units now under construction in New York City is a hotel. The number of New York City hotel units in the construction pipeline has doubled between 2013 and 2018. Among the seven hotels currently in development in Flatiron include the Renaissance Hotel, Moxy Hotel, Ritz Carlton, Virgin Hotel, and Springhill Suites Marriott.

Sixty restaurants, bars, cafes, and retailers operate within the area’s 25 hotels, offering both tourists—as well as New Yorkers—more than just a place to stay. Flatiron: Where Then Meets Now takes a deep dive into the rich history, beautiful architecture, luxurious amenities, and diverse dining options at five of the district’s most exciting hotel developments: Freehand Hotel, The James New York NoMad, The Evelyn Hotel, The New York EDITION, and The NoMad Hotel.

The report also provides a snapshot of how hotel development on both Broadway and 28th Street have been catalysts for business growth, paving the way for other new and trendy dining and retail offerings nearby.

 >> Flatiron Where Then Meets Now - Flatiron District: Hospitality Hotspot 

Photo credit: Benoit-Linero

Flatiron Foodies: Almond's Sticky Toffee Date Cake

Almond, located at 12 East 22nd Street, blends farm-to-table culture in a vibrant, comfortable atmosphere. Co-owner and Executive Chef Jason Weiner shares a dessert favorite, the Sticky Toffee Date Cake, for this month's Flatiron Foodies recipe.

Almond's Sticky Toffee Date Cake

Yields 20 small date cakes

Ingredients:

Date Cake

• 12 ounces pitted dates
• 1 TBL baking soda
• 3/4 cups of water
• 1/2 pound of butter (two sticks)
• 3/5 cups of sugar (4.5 ounces)
• 4 eggs
• 2.75 cups of all-purpose flour
• pinch of salt
• 1 TBL vanilla extract
• 2.5 TBL baking powder (1.25 ounces)
• 4 ounce aluminum foil cups (20 total)

Sauce

• 3/4 pound of butter (three sticks)
• 1.5 cups of light brown sugar (12 ounces)
• 1.5 cups of cream
• 1.5 TBL vanilla extract

Instructions

• Preheat oven to 350 degrees.
• In a food processor, pulse dates until they are small chunks.
• Add the pulsed dates to a pot, add the water, and bring to a boil. Lower to a simmer, and cook until the dates are soft. 
• If the mix appears to be too soupy, remove from heat, add the baking soda, and stir.
• In a bowl, cream the butter with the sugar, vanilla, and salt until light and fluffy. Add eggs one at a time, and scrape the sides of the bowl after each adding each egg.
• Add the flour to the bowl, and mix until incorporated. 
• Add the warm date mixture, stir, and scrape the sides of the bowl, and add the baking powder.
• Spray the foil cups and fill each a little over half way with the mixture.
• Bake at 350 degrees for 20 minutes.
• While the cakes bake, combine all sauce ingredients in a saucepan, place over low-medium heat, and stir until combined.
• Pour a generous amount of warm sauce on top of each cake, and let cool.
• Serve with a scoop of crème fraîche ice cream

Pictured above: Almond's Sticky Toffee Date Cake (photo credit: Almond)

2018 Business Assistance Forum Recap

The 2018 Business Assistance Forum, presented by the Flatiron/23rd Street Partnership and Baruch College, welcomed nearly 100 entrepreneurs and small business owners on September 12th. Titled "Power Up! Leveraging Technology for Small Business Growth", this year's event focused on marketing, branding, data analytics, and cybersecurity.

The Forum began with a networking breakfast provided by TD Bank, and attendees gathered helpful information on running their business in New York City from resource tables staffed by the U.S. Small Business Administration, NYC Department of Small Business Services - Division of Business Services, Ready New York, Baruch College's Field Center for Entrepreneurship, School of Continuing and Professional Studies (CAPS), and Small Business Development Center.

"Small businesses are essential to our local economy and the character of our neighborhoods," said Jennifer Brown, Executive Director of the Flatiron/23rd Street Partnership. "When we support small businesses and help them grow, it translates into more jobs, vibrant neighborhoods, and a better quality of life."

"Small businesses, startups, and entrepreneurial enterprises are vital to New York City's economy and culture," said Christina Latouf, Vice President for Communications, External Relations and Economic Development at Baruch College. "For nearly a decade, Baruch has partnered with the Flation BID to present the Small Business Assistance Forum, which offers free workshops and networking opportunities that help entrepreneurs and small business owners launch, invigorate, or grow their ventures."

The opening session featured a keynote discussion with District 2 City Councilmember Carlina Rivera and Rachel Van Tosh, Deputy Commissioner for Business Services at the New York City Department of Small Business Services. Their discussion was moderated by Ben Max, Executive Editor of Gotham Gazette. 

"Small businesses have great opportunities but there are many, many challenges," said Max, who led the discussion that touched on accessing available resources, technology, disaster preparedness, and legislation that impacts small businesses in NYC.

"All of our neighborhoods are changing," said Councilmember Rivera, describing the challenges small business owners face in starting and preserving their business. "It's really making sure our small business owners know how many services are already available and making sure we're able to help them navigate what is an alphabet soup of agencies."

"Certainly helping businesses adapt to economic and neighborhood change is one of the top things we see, and the number one thing we hear from businesses is access to capital," said Deputy Commissioner Van Tosh.

Following the keynote, Forum attendees selected one of four educational workshops. These included 'Launching Your Startup with a Great Marketing Plan', led by Scott Kerr of Silvertone Consulting; 'Intro to Data Analytics' by Nikolai Chowdhury of General Assembly; 'Cybersecurity: Protect Your Business' by Gary Podorowsky of NYU Stern School of Business and Baruch College Continuing and Professional Studies; and 'How to Launch a Lean Startup', led by Katie Schloss of The Stories She Told.

Please click on the links below to download the workshop presentations.

Launching Your Startup with a Great Marketing Plan

Intro to Data Analytics

Cybersecurity: Protect Your Business

How to Launch a Lean Startup

Flatiron Email Newsletter Giveaway

THE CONTEST IS NOW CLOSED. Check back for a list of winners! 

The Flatiron/23rd Street Partnership wants to ensure you receive our weekly Flatiron email newsletter, to keep up with neighborhood news, business openings, events, deals, city programs and district happenings.

The BID has teamed up with Flatiron businesses to giveaway some fantastic prizes for new subscribers in September. Prizes include golf lessons, home decor, cooking classes, 5 course meals, and fitness passes.

All new subscribers that sign up between now and the end of September 2018, you will be automatically entered to win one of the following prizes from district businesses:

• A 5-course lunch for two at Bouley at Home
• Cooking Class for two from Bouley Test Kitchen 
• Two new guest fitness classes & a pair of socks from Exhale Spa
• Diffuser & candle set The White Company 
• One Month Membership Five Iron Golf
• Three hour rental plus two appetizers at Five Iron Golf
• A golf lesson with a professional instructor at Five Iron Golf

Register here to subscribe to our weekly email newsletter and enter to win one of the prizes mentioned above! Already receive our weekly newsletter? Share the contest with a friend, partner, spouse, favorite co-worker, or neighbor... they just might share the prize!

Open to residents of the Tri-State Area ages 18 and older. Click here for official contest rules.

13th Precinct - Neighborhood Policing

The 13th Precinct Neighborhood Policing program will launch in the coming weeks and you are cordially invited to meet your Neighborhood Coordinating Officers (NCO) on Tuesday, October 2nd at 6 pm. The event will be held at 41 Madison Avenue, at the corner of 26th Street.

The cornerstone of today's NYPD is Neighborhood Policing, a comprehensive crime-fighting strategy built on improved communication and collaboration between local police officers and community residents. Neighborhood Policing greatly increases connectivity and engagement with the community.

Refreshments will be served. Please RSVP by September 17th by emailing Community Affairs P.O. John Considine (John.Considine@nypd.org) or Detective Vincent Arlotta (Vincent.Arlotta@nypd.org). You may also RSVP by calling the 13th Precinct at (212) 477-7427. Doors open at 6 pm with the meeting beginning at 7 pm.

Photo Credit: NYPD

Noir et Blanc Celebrates 30th Anniversary in Flatiron

New Neighbor: PLAYDAY

The Flatiron/23rd Street Partnership is excited to welcome another family focused addition to the neighborhood, PLAYDAY!

PLAYDAY is an environment for socially driven cognitive stimulation for children of all ages. PLAYDAY offers on demand creative activities for kids, which include a mix of sculpting, drawing, model building, origami, weaving, typography, chess, architectural design, yoga, ping pong...you name it. These activities typically last 45 to 60 minutes, and are created specifically by PLAYDAY to be high intensity and multi-cultural.

Inspired individual and group activity is led by highly educated experienced instructors with a passion for mentoring and motivating children along with a love for sharing relevant art history and technique. For children ages 9 months to 3.5 years, PLAYDAY offers "Grown Up and Me" art and music classes. All classes for ages 4 and up are drop in and drop off, allowing kids time to explore in a parent-free environment. PLAYDAY also offers creative brithday parties for children of all ages.



PLAYDAY was founded by Gregory Okshteyn, a NYC-based architect who grew up in the Flatiron/Gramercy Park area and fondly remembers playing in Madison Square Park in the late '80s.  When asked about opening this location, Okshteyn enthused, "I am delighted to be back in my old "hood" and sharing all the creative positivity of PLAYDAY with the community."

PLAYDAY's class schedule for their Gramercy location is listed on their website.

PLAYDAY, 122 East 25th Street, (844) PLAYDAY

Flatiron Public Plazas Celebrate 10th Anniversary

They are respites at the heart of one of the most recognizable intersections in the nation--if not world--the Flatiron Public Plazas provide both a place to relax as well as opportunities to enjoy entertainment and other free activities.

Flanking the intersection of Broadway, Fifth Avenue, and 23^rd Street, the Flatiron Public Plazas have become town squares, where countless residents, employees in the neighborhood, and visitors from around the world converge each day. This September 5^th marks the 10^th anniversary since a ribbon-cutting ceremony was held at the foot of the famed Flatiron Building to make their official opening.

“When they first began, the plazas were an innovative solution to create a new space and bring pedestrian and vehicular safety improvements,” says Jennifer Brown, Executive Director of the Flatiron/23rd Street Partnership Business Improvement District (BID), which manages the Flatiron Public Plazas. “But over time they have evolved into an oasis to relax amid the hustle and bustle of the city, and to enjoy one of the most dynamic panoramic views of New York City.”

The New York City Department of Transportation (NYC DOT) created the Flatiron Public Plazas in the summer of 2008, complete with the reconfiguration of traffic patterns. Though constructed of temporary materials, the project included adding crosswalks, a bike lane, and street furniture, and two years later, incorporated additional space into the Plazas, which stretch from 21^st to 25^th Streets.

“I am so pleased that over the last ten years, the Flatiron Plaza has been integrated into the landscape of the iconic Flatiron Building and become part of everyday life for New Yorkers,” said DOT Chief Operations Officer Margaret Forgione. “Public spaces provide pieces of tranquility within the concrete jungle, and bring along safety benefits for pedestrians, cyclists, and motorists alike. I’d like to extend a huge thank you to the Flatiron BID for a decade of partnership in maintaining this vital plaza.”

Jennifer Brown says the project creates safer conditions for pedestrians and cyclists and creates a more enjoyable experience for the people who live or work in or visit the area. The BID provides cleaning, public safety, horticulture, and maintenance of plaza amenities, including 186 chairs, 86 tables, 148 planters, 8 benches, 28 granite blocks, 3 Bigbelly trash compacting/recycling units, and, during the warmer months, 21 shade umbrellas.

The BID also stations a Visitor Information Cart, providing maps and other useful pieces of BID collateral, on the North Plaza, and free public WiFi throughout the Plazas and adjacent corridors. And, the Plazas also feature two food and beverage kiosks.

Over the last decade, the Public Plazas have become venues for vibrant entertainment and other programs, sponsored by the BID. They are regularly part of the BID’s free weekly walking tours each Sunday, and also host free tech and fitness classes, games and performances as part of the BID’s eight week-long Summer Series program (which launched in 2012), and free winter holiday games, giveaways, and performances as part of the annual “23 Days of Flatiron Cheer” program (which launched in 2012) every December.

And each winter holiday season, the BID unveils a dynamic public art installation to anchor the “23 Days” program; initially, the BID presented a giant holiday card—where visitors could snap photos with the card and Flatiron Building in the backdrop—and since 2014 has run the Flatiron Public Plaza Holiday Design Competition, where designers’ winning interactive public art proposals anchor the celebration. The BID currently is working with Van Alen Institute and NYC DOT Art amid the fifth annual competition—and will unveil the 2018 winner this fall before an opening ceremony on November 19^th.

“Every year, the Public Plazas are home to an array of activities and events, where people from near and far find community, creativity, and opportunity,” Jennifer Brown said. “Since their opening, the Plazas have hosted hundreds of events and community programs, along with multiple public art installations.”

And, just last year, Flatiron was proud to become the first location for the City’s new “Shared Street” program, on Broadway between 24^th and 25^th Streets, as the City endeavored to improve pedestrian circulation and safety for all users. NYC’s first Shared Street features a redesigned intersection at 24^th Street and Fifth Avenue, a reconfigured Citi Bike station layout, high-visibility crosswalks, a protected contra-flow bike lane, and 5 mile-per-hour speed limit giving pedestrians the right-of-way at all times.

Jennifer Brown looks forward to the Public Plazas becoming permanent. The City has held a public workshop and is exploring proposals to redesign the spaces and improve accessibility, seating, and lighting. The project will be managed by the NYC Department of Transportation and the NYC Department of Design and Construction in coordination with the New York City Department of Parks & Recreation and the BID; the 37,000-square-foot area also includes Worth Square, which is managed by the Madison Square Park Conservancy. Permanent reconstruction work on the Flatiron Public Plazas could then take several years.

Photo Credit: NYC DOT (art students enjoying the new plaza space)

August News Roundup

Although New York City may appear somewhat quiet during August as people set off to enjoy the last days of summer, August was an action-packed month for the Flatiron District. Media attention included restaurant and bar shoutouts, business expansion, and noteworthy real estate transactions. Stay up to date with the latest Flatiron District News with the BID’s monthly roundup of notable highlights.   

• Several Flatiron businesses received notable shoutouts. The Flatiron District is a hot spot for Middle Eastern food as three of our local restaurants were featured as go-top dining favorites including, Lebanese-Armenian family-style restaurant, Almayass, where a new mezze lounge just opened, ilili, where the chef pays homage to classic Lebanese food with an appreciation for New York City fine dining, and Taim, vegetarian Israeli cuisine that is coming to the neighborhood later this year (via Grub Street). Some restaurants don’t let the weekend stop you from enjoying happy hour, such as Flatiron Hall offering craft beer specials and $2 sliders on Saturdays, and Hill Country Barbecue offering deals from 4 pm to 6 pm and 10 pm to closing on the weekends alongside live music (via City Guide NY). When you need a break from the New York City nightlife, The Little Beet Table serves several non-alcoholic drinks that are healthy and enjoyable, such as cucumber lemonade and beet soda, and SPiN, a ping-pong bar that serves up plenty of competitive fun (via Thrillist).
  
  
• Eataly Flatiron debuted a fresh pasta bar, Il Pastaio di Eataly, serving quick homemade pasta dishes (via Haute Living). Flatiron's popular Italian restaurant, La Pecora Bianca is expanding with a third outpost in Bryant Park (via Eater New York). Chick-fil-A hosted a hiring day with plans to hire 500 employees to staff its New York City expansion, which includes a Flatiron location at 700 6^th Avenue (via QSR Magazine). 
  
  
• The EDITION Hotel brand has continued to expand, opening a new Shanghai EDITION hotel that complements the existing New York EDITION located in the Metropolitan Life Insurance Company’s Clocktower (via TimeOut). Flatiron-based coworking company, WeWork unveiled a new suite of services to come to its offices, including in-house brokerage services, leasing, and office management (via Commercial Observer). Meditation is developing into a popular wellness trend, such as Inscape, a Burning-Man inspired meditation studio with an attached boutique selling everything from calming oils to moon dust (via National Post). Nearby fitness studio, Body Conceptions, provides workouts with a pre- and post-natal trainer whose gentle style of working-out is claimed to help women get pregnant (via NY Post). 

• MKDA, corporate interior design and architecture company, whose New York headquarters are in the Flatiron District, discussed the development of office design and its effect on the workplace (via Commercial Observer). A new hotel will be coming to the neighborhood at 250 Fifth Avenue, as the 23-story building is undergoing a hotel conversion to be completed by early 2020 (via New York YIMBY). The Simons Foundation is in contract to purchase the office portion of 160 Fifth Avenue from RFR Holding for $185 million (via NY Post). 

• Spanish sculptor Jorge Palacios, debuted his 13-foot-tall Link sculpture in the Flatiron North Plaza this month. Link serves as a focal point for daily life in the public sphere. The piece complements Jorge Palacios' exhibition at The Noguchi Museum, opening on September 25th (via The Noguchi Museum). 

Photo Credit: MKDA of Flatiron Headquarters