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Posts Tagged ‘Thor Equities’

Photo © Tricia Vita

Stillwell Avenue and Bowery, Coney Island. April 16, 2010. Photo © Tricia Vita

It turns out that Dan Biederman’s consulting firm Biederman Redevelopment Ventures was hired by Thor Equities to manage and create programming for two lots in Coney Island. So what’s planned for Thor’s second long-vacant lot, on the Bowery across the street from where Coney Art Walls and Smorgasburg are set to debut? “Our programming is still in flux, though we hope to announce some exciting things next week,” Ben Donsky, BRV’s senior project manager, told ATZ. “There will probably be performances on both lots.”

Since Thor bought the property in 2006 and emptied out the bumper boats, go karts and batting cages, the lot has seen sporadic use, most infamously in 2009 as the failed Flea by the Sea. Its tattered tents can be seen in the photo above.

As for game trailers coming to the lot and kiosks being offered for rent this season, as the Coney Island Rumor Mill has been saying for months: “There are no actual ‘kiosks’ in our plans on the east side of Stillwell, at least right now,” Donsky says. “But Gordon Lee of the Eldorado is going to be putting up midway games along the Bowery.”

Balloon Dart on the Bowery, Coney Island

Balloon Dart, on the Bowery in Coney Island, May 26, 2008. This game did not reopen in 2009. Photo © Tricia Vita

Can the Bowery get its groove back? Or will it get a complete redo? Coney’s Bowery from West 12th Street to Stillwell is a ghost town compared to the crowds it used to attract, particularly since McCullough’s Kiddie Park got pushed out in 2012. As a measure of how much has changed, the spot where the old-school Balloon Dart was located in the demolished Henderson Building is now occupied by the Brooklyn Nets Shop in Thor’s retail building, where Wahlburger’s is opening a rooftop dining area that will overlook the festivities unfolding on the lots this summer.

Wahlburgers

Slated to open this summer, Wahlburgers will have a rooftop overlooking Thor’s Stillwell lots. April 18, 2015. Photo © Tricia Vita

Related posts on ATZ…

May 6, 2015: Tatyana Fazlalizadeh to Draw Portraits of Coney Island Residents for Coney Art Walls

April 30, 2015: Thor Equities Recruits Jeffrey Deitch, Dan Biederman & Smorgasburg to Dress Up Vacant Coney Lot

April 27, 2015: Coney Island 2015: Update on Wahlburgers, Temporary Fair at Thor’s Vacant Lots

March 3, 2010: Thor’s Coney Island: What Stillwell Looked Like Before Joe Sitt

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Tatyana Fazlalizadeh

Artist and Brooklyn Resident Tatyana Fazlalizadeh will create a mural for Coney Art Walls

Artist Tatyana Fazlalizadeh, best known for her public art project “Stop Telling Women To Smile,” put out a call on twitter today: “Brooklyn: I’m looking for Coney Island residents who’d like to potentially be portrayed in a mural I’ll be doing. Any gender or age!” In reply to ATZ’s query whether the work was going to be part of Coney Art Walls, a public art show curated by Jeffrey Deitch on Thor Equities lot on Coney’s Bowery, the artist replied via email with details:

Yes, it’s a part of Coney Island Walls. As one of the many artists who will be creating work, I want to be sure that Coney Island residents are represented in the show.

I’d like to sit with a few people from Coney Island to discuss their lives in the neighborhood. From there I will shoot their photograph and draw their portraits from those photographs. The drawings will then be printed at large scale and installed at the Coney Island Walls. I’d like to meet with people between now and May 19th. I only need about 5-6 people. I’ll be installing the piece during the first week on June.

This process is the same I use for my project, Stop Telling Women to Smile. STWTS focuses on gender based street harassment. The Coney Island piece will look like this (see picture below), with the text potentially being a quote about Coney Island from one of the participants.

If your zip code is 11224 and you would like your portrait to represent Coney Island in a show that is expected to be seen by millions of people this summer, contact the artist at tlynnfaz[AT]gmail[DOT]com.

Tatyana Fazlalizadeh

Mural from Stop Telling Women to Smile Project by Tatyana Fazlalizadeh

Related posts on ATZ…

April 30, 2015: Thor Equities Recruits Jeffrey Deitch, Dan Biederman & Smorgasburg to Dress Up Vacant Coney Lot

April 20, 2015: Art of the Day: “Greetings from Coney Island” Blends Past & Present

April 15, 2011: Photo Album: Whimsical Murals Blossom in Coney Island

January 21, 2010: Demolition Alert: Dreamland Artist Club Mural on Feltman’s Bldg

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Steve ESPO Powers

Steve Powers’ ICY SIGNS was hired to paint the title sign for Coney Art Walls. Signage for ‘Miss Coney Island’ and games on Coney Island’s 12th St made by Powers in 2012

Goodbye vacant lots–at least temporarily–hello Coney Art Walls! Thor Equities has recruited a dream team that includes Jeffrey Deitch, art advisor and former director of the Museum of Contemporary Art (MOCA) in Los Angeles, and food vendors from Brooklyn’s Smorgasburg to help activate one of their long vacant lots in Coney Island. Biederman Redevelopment Ventures (BRV), the consulting firm run by Bryant Park’s Dan Biederman, was hired by Thor to develop events and programming for and manage the lot. There will also be a music stage with live performances throughout the summer.

Smorgasburg Coney Island will have a dozen food vendors operating restaurants out of remodeled shipping containers and two bars serving craft beer, wine and other drinks. Smorgasburg launched in 2011 as a spin-off of Brooklyn Flea, the popular flea market founded by Jonathan Butler and Eric Demby.

“Coney Art Walls will be an outdoor museum, featuring the most innovative street artists from the 1970s to the present,” said Jeffrey Deitch. The art walls will showcase work by famous street artists including Crash, Lee Quinones, Futura, Kenny Scharf, Miss Van, Lady Pink and Swoon. Steve Powers’ ICY SIGNS was hired to paint the title sign for Coney Art Walls. His signage for ‘Miss Coney Island’ and games on West 12th St was installed in 2012. For Powers, whose Dreamland Artists Club created signage for Coney Island businesses in 2004 and 2005, only a few of which remain, it marks a return to a landscape changed by real estate speculation, redevelopment and the rezoning of 2009.

“Coney Island visitors need more comfortable places to sit and relax, and we see demand for new activities and programs that will build on the neighborhood’s rich history, and strengthen its reputation as an attraction unlike anything else in New York,” said Ben Donsky, senior project manager at Biederman Redevelopment Ventures. “We are delighted to be part of this wonderful redevelopment program.” The consulting firm’s clients include Bryant Park, the Grand Central Partnership, Fanueil Hall Marketplace, and Rye Playland.

Coney Art Walls 1320 Bowery Coney Island

Prep for ‘Coney Art Walls’ at Thor’s long vacant lot at 1320 Bowery behind Nathan’s. April 30, 2015. Photo © Tricia Vita

The vacant lot at 1320 Bowery behind Nathan’s is bordered by West 15th Street and the west side of Stillwell Avenue. Thor’s Stillwell properties were once home to amusements galore including the Tornado roller coaster (1927-1977), the Bobsled ride from the New York World’s Fair (1941-1974) and Norman Kaufman’s Batting Cage and Go Kart City, which was forced to close when Sitt bought the property in 2006. Rezoned by the City for retail and entertainment, the lots were used for flea markets in 2009, 2011 and 2012, but remained vacant last year as well as in 2010 and 2013, when the City issued a stop-work order on a permit for “temporary parking for the amusement district.”

Set to begin in May, Coney Art Walls is expected to run at least through September.

UPDATE May 6, 2015:

Biederman Redevelopment Ventures was hired by Thor to manage programming for two lots. What are they planning for Thor’s second long-vacant lot, on the east side of Stillwell, across the street from where Coney Walls will be? “Our programming is still in flux, though we hope to announce some exciting things next week,” Ben Donsky, BRV’s senior project manager, told ATZ. “There will probably be performances on both lots.”

As for game trailers coming to the lot and kiosks for rent, as the Coney Island Rumor Mill has been saying: “There are no actual ‘kiosks’ in our plans on the east side of Stillwell, at least right now,” Donsky says. “But Gordon Lee (of the Eldorado) is going to be putting up midway games along the Bowery.”

Related posts on ATZ…

May 6, 2015: Tatyana Fazlalizadeh to Draw Portraits of Coney Island Residents for Coney Art Walls

April 20, 2015: Art of the Day: “Greetings from Coney Island” Blends Past & Present

October 28, 2013: Photo Album: Banksy Brings His Robot to Coney Island

February 16, 2013: Photo Album: Post-Sandy MERCY Graffiti in Coney Island

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Wahlburgers

Slated to open this summer, Wahlburgers will have a rooftop overlooking Thor’s Stillwell lots. April 18, 2015. Photo © Tricia Vita

Last week, Wahlburgers released details of the 6,800 square foot franchise restaurant currently under construction in Coney Island and slated to open this summer. Eater dubbed it “a massive indoor/outdoor extravaganza.” Rooftop patio dining with a retractable glass roof sounds spectacular but it’s a stretch to say Wahlburgers “will overlook Coney Island’s famous boardwalk and beach” as the pr copy claims.

Located in Thor Equities’ retail building on Stillwell Avenue across from Nathan’s, the celebrity burger palace overlooks the Bowery and Thor CEO Joe Sitt’s long-vacant lots. That’s why we’re betting the rumors that began in November and continued this year about attractions coming to those lots for the summer are indeed true.

Wahlburgers

Architectural Rendering of Wahlburgers in Coney Island

Sources have told ATZ that Thor’s lots will host food and merch in 20 trailers. Rides and other attractions are now said to be part of the mix. Ironically there was an entire amusement park including bumper boats and a miniature golf course there before Joe Sitt bought the property in 2006 and promptly turned it into “Thor Equities Corridors of Blight.” The last time a carnival was here was 2012. The lots remained vacant in 2014 as well as in 2010 and 2013, when the City issued a stop-work order on a permit for “temporary parking for the amusement district.”

MegaWhirl

Prototype MegaWhirl ride, abandoned after the 2012 season and damaged by Hurricane Sandy, is finally being demolished. April 25, 2015. Photo © anonymouse via AmusingtheZillion

While the DOB has yet to issue permits for a “temporary fair,” the property is being prepped in earnest. Last week, the MegaWhirl ride, abandoned after it debuted here in 2012 and was damaged by Hurricane Sandy, was being demolished and tossed in a dumpster. Underground electric utilities were installed last month and the Bowery was cleared of concession trailers adjacent to the lot.

ATZ’s first post back in December about the celebrity burger franchise opening in Coney Island and subsequent updates continue to be as popular as posts about Friday night fireworks! That makes us think it’s going to be a magnet for some of Mark Wahlberg’s 15+ million Facebook fans. The Wahlburgers restaurants are the backdrop for the A&E TV reality series about Mark, Donnie and Paul Wahlberg’s adventures in the burger business. This summer’s opening of the Coney Island location is being scripted into the show. The original opening date of early May has been pushed back to June.

Wahlburgers

Signage on Wahlburgers currently under construction in Coney Island. Photo © Tricia Vita

UPDATE May 6, 2015:

Thor Equities has recruited Jeffrey Deitch, art advisor and former director of the Museum of Contemporary Art (MOCA) in Los Angeles, and food vendors from Brooklyn’s Smorgasburg to help activate one of their long vacant lots in Coney Island. Biederman Redevelopment Ventures (BRV), the consulting firm run by Bryant Park’s Dan Biederman, was hired by Thor to develop events and programming for and manage the lot as well as the one on the east side of Stillwell There will also be a music stage with live performances throughout the summer. (Thor Equities Recruits Jeffrey Deitch, Dan Biederman & Smorgasburg to Dress Up Vacant Coney Lot, ATZ, April 30, 2015).

Biederman will also manage a second long-vacant lot, on the east side of Stillwell Avenue, across from Coney Walls. “Our programming is still in flux, though we hope to announce some exciting things next week,” Ben Donsky, BRV’s senior project manager, told ATZ. “There will probably be performances on both lots. Gordon Lee of El Dorado is going to be putting up midway games along the Bowery.

Related posts on ATZ…

April 10, 2015: Coney Island 2015: Power Surge and Enterprise-Style Ride Set for Comeback

February 13, 2015: Coney Island 2015: IHOP Franchisee Signs Lease for 5,400-Square-Foot Surf Ave Store

January 29, 2015: Coney Island 2015: Subway Cafe, Sushi Lounge, IHOP, Checkers, Johnny Rockets

December 5, 2014: Wahlburgers Burger Franchise to Open in Coney Island

Read Full Post »

Repair crew on Coney Island Boardwalk

Repair crew on Coney Island Boardwalk. March 13, 2015. Photo © Tricia Vita

With Coney Island’s Palm Sunday season opener a mere 10 days away, the amusement area is a flurry of activity. New signage and work permits are affixed to buildings, job trainings and Boardwalk repairs are underway. Trenches are being dug along the Bowery and Jones Walk to lay new gas lines before the area comes fully awake from its winter slumber. City ride inspectors were on site on Wednesday inspecting rides that are ready to spin while both new rides and old favorites are still being set up in Coney Island’s amusement parks.

Scrambler Deno's Wonder Wheel Park

Astroland’s Scrambler is back in Coney at the Wonder Wheel. Photo © Tricia Vita

The cars are expected to go back up on the Wonder Wheel any day now — the official first sign of Spring. Among the season’s three new family rides at Deno’s Wonder Wheel Park is the Speedway, a Nascar-inspired ride with a Whip-like twist, which ATZ previewed earlier this month. A new Drop Tower arrived on Monday, as per this photo shared via twitter…

Astroland’s popular Scrambler has been refurbished and brought home to Coney Island. The ride is now being assembled in its new spot beside the Wonder Wheel. In Luna Park, Zamperla’s Rockin’ Tug has replaced the Beach Shack, and more new rides are yet to come.

Luna Games

New ‘Luna Games’ Signage Coney Island Boardwalk. Photo © Tricia Vita

Luna Park is increasing its presence on the Boardwalk with bold electric signage for “Luna Games” and additional pinwheels, which are the park’s logo. ATZ has learned exclusively that the owner of Coney’s Cones sold his small business to landlord Central Amusements International, which operates Luna Park. The ice cream shop had one year remaining on its five-year lease. The other independent businesses on the Boardwalk including Tom’s, Ruby’s and Paul’s Daughter have eight-year leases. Sources say that Zamperla will bring an Italian gelato shop to Coney Cone’s location, which is adjacent to the park’s boardwalk gate. The park is also debuting ticketbooths on the Boardwalk.

Luna Park Pinwheel

New Pinwheel, Luna Park’s logo, on the move in Scream Zone. Photo © Tricia Vita

In the Strange & Unusual Department: A giant skull long retired from duty at Wonder Wheel Park’s Spook-A-Rama dark ride was pulled out of storage and wheeled over to the Coney Island History Project. This fantastic creature will be on display this season, replacing the Cyclops head which is on loan to the Wadsworth Atheneum Museum of Art for a traveling art exhibit. Like the Cyclops, the skull’s eyes light up and move, promising some terrific selfies. The skull was a stage prop in Harvey Fierstein’s 1984 play Spookhouse and a denizen of the Coney Island Hysterical Society’s Spookhouse in the former Dragon’s Cave on the Bowery.

Skull from dark ride

Skull from dark ride en route to Coney Island History Project Photo © Tricia Vita

In Thor Equities’ building on Stillwell Avenue, work permits are posted and construction is underway on Wahlburgers, which is expected to open in May. The permits cover general construction on the first floor and the roof, where outdoor dining will be available for the celebrity burger chain . The roof currently overlooks an empty lot but as ATZ wrote in January: “Coney Island Rumor Mill: No Rides But Games, Food & Merch Coming to Thor’s Lot.”

There could be some truth to the rumor. Earlier this month, electrical service was installed on the lots. Since Thor bought the property in 2006 and evicted amusement operator Norman Kaufman, the Stillwell lots have occasionally hosted flea markets or carnivals. The lots were vacant last year as well as in 2010 and 2013, when the City issued a stop-work order on a permit for “temporary parking for the amusement district.”

Wahlburgers Coney Island

Building permits posted on window of future Wahlburgers on Stillwell Avenue, where construction is underway. Photo © Tricia Vita

Check our post on “Coney Island Amusement Park Jobs from Entry Level to Managerial Up for Grabs” for updates. New jobs being advertised included Brand Ambassadors for Luna Park, Marketing and Events Coordinator for Wahlburgers, and account Manager for Coney Island Brewing Company. Game of skill operators are needed for the 2015 season at the independent games on West 12th street off the Boardwalk. Apply in person or message @MissConeyIsland via twitter.

Luna Park Job Screening

Luna Park Job Screening at B&B Carousell. Photo © Tricia Vita

After the March 29th season opener, Coney Island’s amusement parks are open weekends and school holidays until the daily schedule kicks in Memorial Day Weekend.

More photos from this set may be viewed on flickr.

Polar Express

Polar Express, famed for its mega sound system and live DJs, getting ready for Coney Island’s Opening Day, 12th Street Amusements. Photo © Tricia Vita

Related posts on ATZ…

March 6, 2015: Photo Album: Glimpses of Spring in Coney Island

January 29, 2015: Coney Island 2015: Subway Cafe, Sushi Lounge, IHOP, Checkers, Johnny Rockets

September 13, 2013: Coney Island Always: Visiting the Big CI Year-Round

March 3, 2015: Coney Island 2015: The Whip Returns with a NASCAR Twist

Read Full Post »

Brooklyn Rock

Display of Paintings of the Elephant Hotel and the Parachute Jump by Yukiko Wada, hand-screened Tees by Wada and husband Chris Smith at Brooklyn Rock. January 25, 2015. Photo © Tricia Vita

Mom & Pop art T-shirt shop Brooklyn Rock is out but not down. After 21 months in Coney Island, the arrangement they had with Thor Equities for space in the developer’s retail building at Surf and Stillwell has come to an end. The 1,500-square-foot store, for which they paid a percentage of income as rent, will be partly taken over by celebrity burger chain Wahlburgers, which is set to open its first New York franchise in May in the vacant restaurant space next door.

As ATZ reported earlier this month, the one-of-a-kind Brooklyn Rock shop was open daily regardless of the season or the weather, and was one of the few places in Coney to buy a souvenir tee in February. “At the end of the proverbial day, it was a pop-up shop and we had a good run,” says Brooklyn Rock brand manager Seth Braunstein, who doesn’t want people to feel sorry for them or villainize Thor, with whom they parted on good terms. “I might get a call at some point to do a pop up in another of their Brooklyn locations. Who knows?”

Brooklyn Rock

Brooklyn Rock’s pop-up store at 3015 Stillwell Avenue in Coney Island closed in February. January 25, 2015. Photo © Tricia Vita

Brooklyn Rock’s tees, hoodies, aprons and other items are hand-dyed in unique colors and hand-printed from hand-drawn designs by artists Chris Smith and Yukiko Wada, the couple who founded the business in their Bushwick apartment in 2002. Braunstein says they’re relocating the wholesale print operations to a mezzanine space within a larger retail environment in Greenpoint called the Flying Squirrel. “It is an amazing children’s shop that we’ve wholesaled our gear to since they were located on North 6th in Williamsburg. We’re excited at the huge wholesale opportunities ahead and are gratified at the run we enjoyed in Coney.”

Before opening their Coney Island store in May 2013, the Brooklyn Rock team also wholesaled their merchandise to Coney Island USA’s gift shop, which they hope to do once again. Their previous retail shops include a street kiosk on Bedford Avenue, a shipping container at the now defunct DeKalb Market where Century 21 was built, and a Pintchik property across from Barclays Center, where foot traffic turned out to be slow. “When you’re an independent little guy, you’re swimming with sharks. We’re still swimming. We’re good. Ultimately we’re survivors,” says Braunstein.

Brooklyn Rock Larry David

Audrey Jakeway wearing Brooklyn Rock’s Larry David tee at preview performance of his new Broadway show “Fish in the Dark.” February 5, 2015. Photo via Brooklyn Rock Facebook

When ATZ interviewed Braunstein for the post that ran earlier this month, the shop had already received the vacate notice, but we did not mention it because they were hoping for an extension from Thor, as had happened last year. At that time, Luna Park offered them a kiosk in the amusement park, but they declined since they were able to keep their store. As for the vacant stores on the north side of Surf, where property owners have leased to restaurant and food businesses, Braunstein doesn’t think the location would bring them as much foot traffic as the south side of Surf.

While Brooklyn Rock is confident about landing a better spot, this story underscores the dim prospects for Mom & Pops hoping to come to Coney Island amid the influx of chains, both at Thor’s property on the south side of Surf and with the property owners on the north side. Currently there are a dwindling number of spaces for lease and Coney Island’s risk-averse landlords prefer the better-funded chains and franchisees. Brooklyn Rock’s lucky break came when Braunstein saw a news article about space for lease in Thor’s then-vacant new building and sent them a proposal. Thor Equities had sent out a press release that said: “Thor To Add Local Flavor To Coney Island By Leasing Major Surf Avenue Parcels To Local Brooklyn Merchants At Reduced Rents For 2013.”

Tenants at Thor’s now fully-leased “Retail Ride of A Lifetime” building across from Stillwell Terminal include candy chain It’Sugar, apparel chain Rainbow Shop, the Brooklyn Nets Shop, Brooklyn Beach Shop spin-off Surf and Stillwell, and the soon-to-debut Wahlburgers. The building also had a Little Caesars Pizza pop-up last summer and two incredibly tiny mini-arcades, which are the shameful extent of the amusements required by the City’s Coney Island Comprehensive Rezoning Plan passed in 2009.

Thor Equities mini-arcade

The only amusements in Thor’s retail building are two mini-arcades, the size required by the City’s Rezoning Plan. One arcade is next door to the apparel chain Rainbow Shops. august 16, 2014. Photo © Tricia Vita

It’s telling that in recent weeks ATZ’s top ten posts have been about IHOP, Wahlburgers and other chains coming in 2015. In addition to the already opened national chains and franchises such as Applebee’s, Rita’s Italian Ice, and Dunkin’ Donuts on Surf Avenue, a few new Mom & Pops like Lunatics Ice Cream and Luna Park Cafe opened last season. An outpost of Piece of Velvet, a cake and cupcake shop with locations in Fort Greene and Harlem opened on Valentine’s Day. On the north side of Surf, IHOP recently signed a lease to open a restaurant while Johnny Rockets remains under construction and Subway Cafe and Checkers have put their signs up and are almost ready to open.

Related posts on ATZ…

February 4, 2015: In Wintry Coney, Brooklyn Rock’s Hand-Printed Tees Keep Summer Dreams Alive

January 29, 2015: Coney Island 2015: Subway Cafe, Sushi Lounge, IHOP, Checkers, Johnny Rockets

December 5, 2014: Wahlburgers Burger Franchise to Open in Coney Island

December 19, 2012: Will Coney Island’s Surf Ave Become a Mecca for Franchises?

Read Full Post »

Brooklyn Rock

Brooklyn Rock, 3015 Stillwell Avenue, in Coney Island. January 25, 2015. Photo © Tricia Vita

“The French have never left,” says Brooklyn Rock brand manager Seth Braunstein when ATZ asks where the year-round tourists who visit his Coney Island shop are coming from. Located across Stillwell Avenue from Nathan’s Famous, which is also open daily regardless of the season or the weather, this one-of-a-kind shop is one of the few places in Coney to buy a souvenir tee in February.

What makes Brooklyn Rock’s tees out of the ordinary, says Braunstein, is that each one of the shirts is hand-dyed in unique colors and hand-printed from hand-drawn designs by artists Chris Smith and Yukiko Wada, the couple who founded the business in 2002. “We start with white American Apparel tees made in the U.S. out of cotton grown in the U.S,” he says. In the afternoon sunlight, the colors are especially vibrant and conjure up summery dreams on a wintry day.

Brooklyn Rock

Paintings of the Elephant Hotel and the Parachute Jump by Yukiko Wada, hand-screened Tees by Wada and husband Chris Smith. January 25, 2015. Photo © Tricia Vita

Coney Island’s landmark Cyclone, Wonder Wheel and Parachute Jump feature prominently in the designs along with the magical place names CONEY and BROOKLYN. Among the signature sayings printed on Brooklyn Rock’s tees are “Brooklyn, Entertaining Manhattan since 1646″ and “Keep Brooklyn Offensive.”

Famous faces on their tees include Brooklyn-born comedian and Seinfeld writer Larry David, whose people once bought one for him, Braunstein says with pride. “Tonight, one of our people will be sitting in the third row wearing the Larry David tee at the preview performance of his Broadway show.”

Brooklyn Rock’s tees, hoodies, hats, totes, knapsacks, aprons and other hand-printed items range in price from $15-$60.

One specialty at Brooklyn Rock that you may not expect to find in Coney Island is their book rack, which is stocked with gently read copies of classics by Ayn Rand to Kurt Vonnegut. The used books come from their friends at Williamsburg’s Book Thug Nation and Bushwick’s Human Relations, whom they’ve known since their days as fellow street vendors. Books are priced at $5 and $8.

Hand-Printed Tee at Brooklyn Rock

Sleeveless Hand-printed Coney Tee at Brooklyn Rock in Coney Island. January 25, 2015. Photo © Tricia Vita

Before opening their Coney Island store in May 2013, the Brooklyn Rock team wholesaled to children’s shops and Coney Island USA’s gift shop. They set up shop in a street kiosk on Bedford Avenue, a shipping container at the now defunct DeKalb Market, and a store across from Barclays Center, where foot traffic turned out to be slow.

Their Coney Island store is in Thor Equities’ retail building at Surf and Stillwell, where current tenants include It’Sugar, Rainbow Shops, Surf & Stillwell Brooklyn Apparel Co., the Brooklyn Nets Shop, a couple of mini-arcades and the soon-to open Wahlburgers franchise. Only It’Sugar and Brooklyn Rock remain open year round. How did this Bushwick-born Mom and Pop get their foot in the door?

Brooklyn Rock

Hand-printed shirt at Brooklyn Rock on Stillwell Avenue, Coney Island. November 24, 2014. Photo © Tricia Vita

Brooklyn Rock’s lucky break came when Braunstein saw a news article about space for lease in Thor’s then-vacant new building and sent them a proposal. Thor Equities had sent out a press release that said: “Thor To Add Local Flavor To Coney Island By Leasing Major Surf Avenue Parcels To Local Brooklyn Merchants At Reduced Rents For 2013.”

We remember it well. For ATZ, the biggest surprise of the release was what Thor CEO Joe Sitt had to say about chains vs local businesses: “Coney Island’s popularity has reached record proportions, but we can never forget what got us here – local, ahead-of-their-time business owners who brought flair, hipness and edge to the People’s Playground,” Sitt said. “While it is wonderful that national chains are now coming to Coney, providing needed jobs and year-round revenue to the community, we must always remember the history of this iconic neighborhood.”

Hear, hear!

Brooklyn Rock, 3015 Stillwell Avenue, between Surf Ave and the Bowery, Coney Island, 11224. Winter hours are 12 noon till 7pm.

UPDATE: This store has closed! Read “Thor’s Coney Island: Brooklyn Mom & Pop Out But Not Down” (February 25, 2015) for details.

Hand-printed Tees and Hats at Brooklyn Rock

Hand-printed Tees, Totes and Hats at Brooklyn Rock. January 25, 2015. Photo © Tricia Vita

Related posts on ATZ…

January 29, 2015: Coney Island 2015: Subway Cafe, Sushi Lounge, IHOP, Checkers, Johnny Rockets

January 22, 2015: Coney Island Rumor Mill: No Rides But Games, Food & Merch Coming to Thor’s Lot

November 28, 2014: ATZ Previews Coney Island’s Small Business Saturday

February 13, 2013: Thor’s Coney Island: Candy Retailer It’Sugar to Open Surf Ave Store

Read Full Post »

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