Thor Equities New Signage at Corner of Surf and Stillwell in Coney Island. April 30, 2011. Photo © Bruce Handy/Pablo 57 via Amusing the Zillion
On Friday, Thor Equities put up new signage atop the blue construction fence at the corner of Surf and Stillwell Avenues, the gateway to Coney Island’s beach and Boardwalk: “CONEY ISLAND – The RETAIL RIDE of a LIFETIME – for leasing contact…”
Ain’t it just like Joe Sitt to tout retail when Coney Island, the birthplace of the amusement industry, is expecting its best season yet because of the success of Luna Park on land purchased by the City from Thor? The new slogan is a slap in the face to Zamperla’s Scream Zone, which has four real rides of a lifetime just down the block, including the eye-popping Sling Shot and Coney Island’s first new major roller coasters in nearly 40 years.
New rides –and not retail–on Stillwell are cause for celebration because this is where the now legendary Tornado (1927-1977) and Bobsled (1941-1974) Roller Coasters once thrilled and where Norman Kaufman’s Batting Range and Go Kart City amused the zillion until Joe Sitt bought the property in 2006 and emptied out the amusements.
Thor Equities New Signs Atop Street Artists Mural at Corner of Surf and Stillwell in Coney Island. April 30, 2011. Photo © Bruce Handy/Pablo 57 via Amusing the Zillion
Surf and Stillwell is also the gateway to Joe Sitt’s successor to 2009’s failed Flea by the Sea. This year’s BK Festival, originally billed as “NYC Largest Flea Market with a Festival Style [sic]” has dropped the phrase flea market from its marketing material. Set to open this month next weekend, the festival is now being advertised as “like a state fair for the whole family with attractions to include inflatable world, concerts, shopping experience, pony rides and petting zoos, and much much more.” And with good reason, a flea market is illegal in Coney’s amusement zone, though in the past the City has failed to enforce its own zoning.
In response to ATZ’s query about the zoning, Purnima Kapur, Brooklyn City Planning Director, wrote in an email: “The C7 zoning district in Coney Island does not permit Flea Markets as a permitted use; however small scale retail and restaurants are permitted in addition to amusements.”
According to the zoning documents, retail uses are complementary to amusement uses and beach activities, and these uses are limited in size and frontage.
Coney Island Illustrative Development Plan, Department of City Planning
We’re not convinced small scale retail is the Coney Island ride of a lifetime that Joe Sitt has in mind. At his Flea by the Sea in 2009, stands selling clothing and shoes were a reminder that Thor’s pitch book unsuccessfully used to lobby BP Markowitz for 10,000 square foot retail touted flagship retailers such as Abercrombie & Fitch, Gap/Banana Republic, and DSW (“Thousands of shoes…prices you love”).
We believed then as we believe now that the flea market or “shopping experience” is part of a strategy to win a variance for 10,000 square foot retail from the City’s Board of Standards and Appeals in a future administration. In Coney Island, Joe Sitt is just as infamous for “sitting” on property as he is for flipping it.
Thor’s empty lot at Surf and Stillwell is the site of the former Henderson Music Hall, one of three historic buildings which Thor CEO Joe Sitt ordered to be demolished last year. The Henderson site was rezoned for a high-rise hotel in July 2009.
Related posts on ATZ...
February 13, 2012: Thor’s Coney Island: Candy Retailer It’Sugar to Open Surf Ave Store
April 5, 2011: Thor’s Coney Island: Joe Sitt Scores Puff Piece in NY Times
March 3, 2010: Thor’s Coney Island: What Stillwell Looked Like Before Joe Sitt
February 10, 2010: Thor’s Coney Island: Amusement Operators Balk, Money Talks at Stillwell
Amusing the Zillion 
Eminent Domain is the only answer to the Sitt problem. Less Sitt in Coney proved to be a better Coney. No Sitt in Coney will mean a great Coney.
I believe the idea of using eminent domain in Coney Island was ruled out by the Bloomberg administration during the rezoning process and will not be revisited. At the City Council land use committee hearing in July 2009, which I attended, the EDC’s top official was repeatedly questioned and forced to admit the City had not ruled out the idea of using ED to acquire land for the project. The zoning documents even said “by condemnation, as necessary.” At that point Council members made it very clear that they would vote against the rezoning unless the City changed its tune on ED. Of course, what happened is the rezoning passed in July and the City purchased some of Sitt’s property after the elections in November.
The less Sitt in Coney (in fact, all of NY) the better. The man just talks alot and waits for others to take action then jumps in and takes advantage of what others have done. Put an “h” in the appropriate place in his name and you get exactly what New Yorkers think of this bozo. He’s proven time and time again, he’s part of the problem not the solution and likes it that way. Such a bottom dweller.