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Posts Tagged ‘Retail’

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?

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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

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LunaTics Ice Cream

Opening Day at LunaTics Ice Cream on Surf Avenue. May 24, 2014. Photo © Tricia Vita via flickr

On Saturday, several new businesses and exhibits opened for the season, with some operators pulling all nighters in the race to be ready for the start of Memorial Day Weekend. Among them was LunaTics Ice Cream, located in the former Island Grocery on the south side of Surf Avenue. Dennis Corines, who operated Denny’s Ice Cream a few doors away on Surf from the 1970’s until he sold his building to Coney Island USA in 2011, is a consultant to store owner Shaukat Mian.

LunaTics Ice Cream Coney Island

Denny’s Banana Pistachio at LunaTics Ice Cream. May 24, 2014. Photo © Tricia Vita via flickr

On Saturday they offered us a banana pistachio which tasted exactly like the last one we had in the summer of 2012, when CIUSA operated Denny’s. That’s not so long ago, but since Denny’s was destroyed by Sandy and the building is now occupied by an antique shooting gallery, we never expected to taste it again. Delicious!

LunaTics Ice Cream

Dennis Corines former owner of Denny’s Ice Cream and Shaukat Mian former operator of Island Grocery. May 24, 2014. Photo © Tricia Vita via flickr

Shaukat Mian owns the building at 1224 Surf and operated Island Grocery at the location for 13 years. His brand-new business offers a menu similar to Denny’s. There’s soft serve ice cream in vanilla, chocolate, banana and pistachio, as well as hard ice cream, Italian ices, shakes, and cotton candy, popcorn, jelly apples and funnel cake.

The Face of Steeplechase Coney Island History Project

Charles Denson with detail of “The Face of Steeplechase” exhibit at the Coney Island History Project. May 24, 2014. Photo © Tricia Vita via flickr

At the non-profit Coney Island History Project on West 12th Street, a new exhibit pays tribute to the ubiquitous symbol of Coney Island, George C. Tilyou’s “Funny Face.” Variations of the Face are used to promote a slew of Coney Island products and businesses today and inspired New Jersey’s “Tillie” but it was original to Tilyou’s Steeplechase Park (1897-1964). Curated by Coney Island historian Charles Denson and featuring rare photos from his archives, the exhibit commemorates the 50th anniversary of the closing of Steeplechase and the 100th anniversary of Tilyou’s death.

The Face of Steeplechase Park: Gams, Garters, and Stockings!

Photo of the Blowhole Theater from “The Face of Steeplechase Park: Gams, Garters, and Stockings!” at the Coney Island History Project

According to the exhibit notes and the photos, the Face was originally believed to be a caricature of Tilyou’s brother Edward and underwent many changes during the park’s lifetime. “Sometimes it was a gleeful, maniacal visage,” writes Denson. “At other times, it appeared as inscrutable as the Mona Lisa.” “The Face of Steeplechase Park: Gams, Garters, and Stockings!” opened on Saturday and is on view weekends and holidays through Labor Day. Admission is free of charge.

Surf & Stillwell Brooklyn Apparel Co.

Surf & Stillwell Brooklyn Apparel Co. In Thor Equities Building on Stillwell Avenue in Coney Island. May 24, 2014. Photo © Tricia Vita via flickr

Surf & Stillwell Brooklyn Apparel Co. opened on Saturday after getting their custom-made sign up on the building in the wee hours of the morning. It’s located on the Stillwell Avenue side of Thor Equities building in a space leased by Wampum last summer. Owned by Maya Haddad Miller and her brother Yaniv Haddad, the store will sell private label clothing. The spinoff of Brooklyn Beach Shop will be the fifth store owned by the Haddad family in Coney Island, where they have operated retail shops since 1996.

Surf & Stillwell partners Maya Haddad Miller and her brother Yaniv Haddad

Surf & Stillwell partners Maya Haddad Miller and her brother Yaniv Haddad

The new store is across the avenue from Nathan’s as well as the Coney Island Beach Shop, which Maya and Yaniv’s father Haim Haddad opened in 2002. Brooklyn Beach Shop has locations on the Boardwalk and inside Stillwell Terminal. Nathan’s Gift Shop on the Boardwalk is also operated by the Haddads, who have a licensing agreement with Nathan’s. Surf & Stillwell is the only new store so far this year in Thor’s retail building. Current tenants are It’Sugar, Brooklyn Rock, Rainbow Shops and the Brooklyn Nets.

Fred Kahl Scan-O-Rama

Fred Kahl at his Scan-O-Rama Booth. May 5, 2014. Photo © Tricia Vita via flickr

Last summer, we wrote about Fred Kahl’s futuristic 3-D portrait studio in a former fortuneteller’s booth in Coney Island. After raising more than $16,000 via Kickstarter to fund the project, he kept the studio open year-round and it remains open Saturdays from 12 till 5pm during the spring and summer. Duplicates of the 3-D portraits are featured in a populated scale model of Thompson and Dundy’s Luna Park circa 1914 which debuted on Saturday at the Coney Island Museum.

3D Luna Park by Fred Kahl

Fred Kahl’s 3D Luna Park Installation at Coney Island Museum. Photo via TheGreatFredini.com

“Luna Park has a special place in history, a witness to the society being transformed by technology. These are the themes that are relevant to us today as our world undergoes the third industrial revolution,” says Kahl whose impressive installation is the first phase of a work in progress. “Big sigh of relief, now I need to get printing the rest of Luna Park.” The exhibit is on view during museum hours, which are currently Friday through Sunday. Admission is $5.00.

Luna Park's White Castle Trailer

Luna Park’s White Castle Trailer on Wonder Wheel Way at Stillwell Avenue, May 24, 2014. Photo © Tricia Vita via flickr

White Castle Express opened in Luna Park on Saturday at both the Cyclone Cafe and in the former Luna BBQ trailer on Wonder Wheel Way. After breaking the news on Friday (“White Castle Sliders Coming to Coney Island,” ATZ May 23, 2014) we’re still baffled by the divergence of friends’ reactions–from mmmm to ugh. From comments on twitter, it’s clear WC has quite a following, probably because they’ve been in biz since 1921 and in New York since 1930. That puts them in a different category than chains like Johnny Rockets (“The Original Hamburger,” founded in 1986!) and other newbies. We tried some fries and the price was right for a quick snack. Only $2.19 for medium fries including tax.

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Related posts on ATZ…

April 25, 2014: Under Construction: New Mom & Pops Coming to Coney Island’s Surf Ave

December 31, 2013: Amusing the Zillion’s Coney Island 2013 Year in Review

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

March 14, 2012: Coney Entrepreneurs to Open 1st Ever Nathan’s Gift Shop

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A half-pipe skateboard ramp popped up over the weekend in Wampum’s Coney Island pop-up shop. It really turned our head! The ramp brought to mind the Minnesota State Fair, where we saw local skateboarders perform in Lair Skatepark’s X-Zone. Located in Thor Equities “Retail Ride of A Lifetime” Building, which has neither arcades nor amusements, the indoor half-pipe at least brings something unique to Coney Island. It could be year-round “entertainment retail” if the skate shop, which is leasing the space for the summer, decides to stick around.

During the rezoning hoopla in 2008, the City proposed the creation of “entertainment retail” in the part of the former 60-acre amusement area designated “Coney East,” yet struggled to come up with viable examples. At a Municipal Art Society panel, Brooklyn Director of City Planning Purnima Kapur replied to a question from the moderator by mentioning Dave & Busters and ESPN Zone, laser tag and virtual reality. Yawn. An indoor ramp where you could see skateboarders do tricks where you also try out and buy boards would be cool.

wampum

Wampum Skate Shop in Coney Island. June 1, 2013. Photo © Tricia Vita/me-myself-i via flickr

Wampum, which bills itself as a “lifestyle clothing brand and skate shop” and has locations in Bridgehampton and Nolita, opened the 2,500 square foot shop on Coney Island’s Stillwell Avenue for the summer season. When we interviewed Wampum co-owner Lennon Ficalora in April, he talked about putting in a ramp. For now, employees are using it for demos to draw people inside the cavernous store. Will local skateboarders be able to give it a go? They’re looking into the logistics of having the public sign waivers, Wampum’s skateboarding sales clerk said.

Update: This Wampum location closed for the season after Labor Day Weekend. Throughout the summer, the half-pipe was used by store employees for demos and as a stage for a rock band. It did not open to the general public.

Wampum Coney Island

T shirts, caps and boards for sale at Wampum Coney Island on Opening Weekend. May 27, 2013. Photo © Tricia Vita/me-myself-i via flickr

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April 11, 2013: Thor’s Coney Island: Wampum Clothing & Skate Pop-Up to Open in May

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

January 11, 2013: Perfect Time to Bring Back the Coney Island Velodrome

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

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Thor's Coney Island

Shoes galore at Rainbow Shops in Thor Equities Retail Ride of a Lifetime building in the New Coney Island. June 15, 2013. Photo © Tricia Vita/me-myself-i via flickr

The latest chain store to invade Coney Island’s amusement district has opened and it is neither “hip” nor “glitzy,” words used by the mainstream media in recent weeks to describe the chainification of Coney’s Surf Avenue. Over the weekend, Rainbow Shops, which sells discount clothing and shoes, opened on the Stillwell Avenue side of Thor Equities’ “Retail Ride of a Lifetime” Building, across the street from Nathan’s Famous. Shoot Out the Star, Basketball, Balloon Dart and Water Racing as well as the Fascination Arcade were among the amusements in the Henderson Building, which was on this corner until Thor CEO Joe Sitt demolished it in 2010.

This is the new retail building flaunting two ARCADE signs but no arcades, despite the fact that 15% of amusement frontage was required by zoning regulations to obtain the Certificate of Occupancy from the City. We wrote about this sham last week. The “ARCADES” remain vacant. Apparently, having an ARCADE in name only is fine with the City. Anything goes as long as Thor’s Coney Island has shoes galore!

ARCADE

ARCADE sign on Thor Equities Retail Building with No Arcade on Stillwell Avenue, Coney Island. June 1, 2013. Photo © Tricia Vita/me-myself-i via flickr

The 2,500 square foot Rainbow Shop, the maximum size allowed by the Coney Island Rezoning of 2009, is filled with aisle after aisle of shoes in shoeboxes, just like a warehouse outlet. It’s as if the store owners expected the “PEDESTRIANS GALORE” (“4.7 million subway riders visit Coney Island every year, 13 million people visit the beach every season and over 100,000 people visit Coney Island’s Luna Park on the 4th of July!”) touted in Thor Equities property description to arrive shoeless.

Flea by the Sea

Shoes Galore at Anchor Store # 7 at Joe Sitt’s Flea by the Sea. July 12, 2009. Photo © Tricia Vita/me-myself-i via flickr

In 2008, Thor Equities dismal flea market on the Coney lot where the Tornado Roller Coaster once thrilled had vendors selling clothing and shoes, both new and used. At the time, it was a reminder that Joe Sitt’s pitch book unsuccessfully used to lobby Borough President Marty 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”). Now it appears to have been a dress rehearsal for Rainbow Shops. The Brooklyn-headquartered retailer has 28 stores in Brooklyn and over 1,000 locations nationwide.

Rainbow Shop

Rainbow Shop on Stillwell Ave opposite Nathan’s Famous in Coney Island. June 15, 2013. Photo © Tricia Vita/me-myself-i via flickr

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June 12, 2013: Thor’s Coney Island: Retail Ride of a Lifetime’s Phantom Arcade

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

May 4, 2011: Thor Equities Touts Coney Island as “RETAIL RIDE of a LIFETIME”

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

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ARCADE

ARCADE sign on Thor Equities Building on Stillwell Avenue, Coney Island. June 1, 2013. Photo © Tricia Vita/me-myself-i via flickr

When the shimmery signs for the new pop-up shops went up on Thor Equities’ retail building on Stillwell Avenue, a sign with larger lettering promising ARCADE and a Steeplechase Park Funny Face, Coney’s symbol of merriment, took center stage. But there is no amusement arcade with coin-operated games in Joe Sitt’s “Retail Ride of a Lifetime” Building in Coney Island. It’s a phantom. The door, decorated with a sign advertising Retail Space Available, leads to a vacant space, maybe 10 by 15 feet, that would fit several machines at the most. Sources tell ATZ the arcade use was required to obtain the C of O for the building from the City. Why not get it up and running? Joey Coney Island’s Arcade! There are actually two of these phantom arcades –one on the Stillwell Ave. side of the Building, the other on Surf next to It’Sugar candy chain.

Before the season got underway, at least three Coney Island amusement operators were approached to put games in the building. Sources say an agreement could not be reached because Thor wanted a high rent and the amusement operators proposed revenue sharing, which is standard for owners of arcade equipment placing machines in restaurants and retail locations. Ironically, all but one of the retail tenants in the new building are believed to have revenue-sharing arrangements in lieu of rent, according to the Coney Island Rumor Mill.

Surf and Stillwell

Thor Equities Retail Building at Surf and Stillwell, Coney Island. May 29, 2013. Photo © Tricia Vita/me-myself-i via flickr

On either side of the tiny nonexistent “arcade” are 2,500 square foot retail spaces, the maximum allowed by the Coney Island Rezoning of 2009. However, the zoning requires that “At least 15 percent of the Stillwell Avenue and West 10th Street street frontage of any zoning lot shall be occupied by Use Group A1 uses at the ground floor level.” A measly 15 per cent! “A1” includes amusement arcades as well as open booths with games of skill or chance, such as water racing and shooting galleries, which used to occupy the spot in the demolished Henderson Building where the Brooklyn Nets Shop is now.

Use Group C, which covers retail and service uses, is what we can expect to see more of in Thor’s Coney Island. The pop-up shops include clothing and T-shirt boutiques Wampum NY and Brooklyn Rocks, Coney Island Convenience Shop, and the Brooklyn Nets Shop on the Bowery. Candy retailer It’Sugar on Surf Avenue is believed to have a longer lease.

The next chain store to arrive in Coney Island’s amusement district is Rainbow, which sells clothing for juniors, plus sizes, and children, as well as shoes. They’re set to open on the Stillwell side of Thor’s building, across the street from Nathan’s Famous. The Brooklyn-headquartered retail chain has 28 other stores in Brooklyn and over 1,000 locations nationwide.

Other chains coming to Coney Island are Applebee’s, Johnny Rockets, Red Mango and Checkers franchises, which signed leases with various property owners on the north side of Surf Avenue. Until the early 1980′s that side of Surf was home to individually-owned penny arcades and a variety of rides including bumper cars, carousels and even a Jumbo Jet-style coaster. The last ride on the north side of Surf– Coney Island’s B & B Carousell —closed in 2005 and is now located in the new Steeplechase Plaza on the Boardwalk.

UPDATE June 13, 2013

Nobody ever said life was fair, but the first word that comes to mind here is DESPICABLE. Remember Maritza, who was evicted from Thor Equities soon-to-be demolished Henderson Building in 2010? She’s had a souvenir store in various spots in Coney for oh, about 25 to 30 years. ATZ wrote about her again in April when she moved her gift shop/convenience store into Thor’s Retail Ride of A Lifetime building (“Thor’s Coney Island: Evicted Souvenir Shop Returns to Its Spot,” ATZ, April 19, 2013).

Well, it turns out Maritza is the ONLY one in Thor’s building who is actually paying rent, in the tens of thousands of dollars, too. The veteran shopkeeper was not offered the 15 per cent of sales deal that the brand-name newcomers from small shops like Wampum NYC and Brooklyn Rocks to the chain It’Sugar and the Brooklyn Nets Store were given. Guess we’ll have to go back and update the December post about Joe Sitt’s press release “To Add Local Flavor To Coney Island By Leasing Major Surf Avenue Parcels To Local Brooklyn Merchants At Reduced Rents For 2013.” There’s nobody more local than Maritza. Rip up the lease and give her the break you’re giving everyone else, Joe!

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June 7, 2013: Coney Flea Market Coming to Childs Building on Boardwalk

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

May 4, 2011: Thor Equities Touts Coney Island as “RETAIL RIDE of a LIFETIME”

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

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Souvenir Shop coney Island

Maritza Suriano behind the new counter at her souvenir shop in Coney Island. April 18, 2013. Photo © Tricia Vita via flickr

On Thursday in Coney Island, ATZ found longtime souvenir shop owner Maritza Suriano moving into Thor Equities new building at Surf and Stillwell Avenues. The most remarkable thing is that her storefront on Stillwell is pretty much the same spot that she leased for decades in the Henderson Building until she got notice to leave before the building’s demolition by Thor. The space is about three times the size of her former space, she said. The lease is for one season and runs through Labor Day.

As ATZ first reported, the building has two other tenants that we were able to confirm: It’Sugar, a Miami-based candy retailer, has the corner store and is expected to open May 3. Wampum, a lifestyle clothing brand and skateboard shop featuring 90% clothing which has two other locations in Bridgehampton and Nolita is slated to open in Coney on May 24.

According to the Coney Island Rumor Mill, a restaurant and bar with a roof deck are coming too but the name is top secret, though it’s said not to be a Hooters. Previous rumors have focused on Wet Willie’s and Hooters. What’s missing from this mix? The bells and whistles of an arcade or other “Group A” amusement attraction required by the City’s zoning in Coney Island. In the past, Thor Equities had advertisements touting Coney Island as “The Retail Ride of A Lifetime,” but has since replaced them with photos of the Cyclone and Wonder Wheel.

Groceries

Stocking up at Maritza’s Souvenir Shop. April 18, 2013, Photo © Tricia Vita via flickr

The last time ATZ wrote about Maritza was in August 2010, when her business along with Popeye’s Chicken were being evicted from the soon-to-be demolished Henderson Building. At the time, Maritza said, “When [Thor Equities] makes the new building he promised to give me a 10 year lease, but I don’t know. They’re supposed to talk to me about it, but I’m still here waiting.”

After Thor CEO Joe Sitt announced demolition plans in April 2010, a rendering was released of a cheesy looking temporary one-story building occupied by hamburger and taco food joints. At the time we thought it was a ploy to get demo permits from the City and put an end to preservationists’ efforts to get approval for an historic district in Coney Island. The site is zoned for a hotel of up to 30 stories. Thor’s new building on the Henderson site was finished last year but has remained vacant till now.

After losing her space in the Henderson Building, Maritza relocated in 2011 to a cubbyhole of a shop on Stillwell Avenue under Cha Cha’s. In 2012 she had to relocate again and opened her souvenir stand in a trailer at Cha Cha’s Steeplechase Park. “I’ve been in Coney Island for 25, 30 years,” said Maritza, “Before Stillwell, I was on Surf where the grocery store is.” Her spacious new store has room for groceries and beach gear.

Souvenir Shop

Maritza surveys her new space in Thor Equities building at Surf and Stillwell. April 18, 2013. Photo © Tricia Vita via flickr

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Related posts on ATZ…

April 11, 2013: Thor’s Coney Island: Wampum Clothing & Skate Pop-Up to Open in May

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

December 24, 2012: In Thor’s Coney Island, Discount on Retail Ride of a Lifetime

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

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