News From Total Food Service

Rockrose Development Corporation, the lot’s owner, has come to an agreement with the New York City Food Truck Association, which has recruited a group of trucks interested in participating, said David Weber, president of the trade group. They include Rickshaw Dumpling truck, the Treats Truck, Coolhaus ice cream sandwiches, the Milk Truck, Cupcake Stop, Eddie’s Pizza, Frites ‘N Meats and the Kimchi Taco Truck. Patricia Dunphy, a senior vice president at Rockrose, said the company had contacted the association about creating the lot “because we love food trucks, we love Long Island City and we wanted to provide more food options.”

Initially, Mr. Weber said, three or four trucks could gather at lunchtime in the lot, and more on the weekends; for special events, the lot could ultimately accommodate 16 trucks. At the start, 5,000-square-feet of the 11,000-square-foot parking lot will be given over to food trucks, but the entire lot could be devoted to trucks if the location proves to be popular.

Food-truck lots have long been a fixture in Austin, Tex., Portland, Ore., and greater Los Angeles, where the Southern California Food Vendors Association — which has 130 members — runs five food-truck lots. The New York City Parks Department has had several trucks set up outside the former Tavern on the Green in Central Park since last year. In Long Island City, the truck lot is near two CitiCorp buildings and a major Department of Health office, all rich with office workers, and, Ms. Dunphy said, Jet Blue and the new law school of the City University of New York are scheduled to open buildings nearby early next year. Also, she said, a Dumpster pool, one of the 8-foot-wide, 22-foot-long mobile pools that have brought impromptu swimming to city neighborhoods in recent years, is scheduled to be installed across from the truck lot in August. 

The association and Rockrose are still negotiating about who will be responsible for the ongoing operation of the lot, and about the rental or license fees that food trucks would pay to occupy the space. It is possible, Mr. Weber said, that the trucks would arrange directly for monthly sublicenses for their spaces with Rockrose. “We hope that this will be a success,” Ms. Dunphy said, “and we want the lot to be as welcoming as possible to the vendors.” Mr. Weber said the truck association is considering several other locations, “and we’d like to hear from New Yorkers where else they’d like food-truck-courts to be,” he said.

While previously serving as Centerplate’s SVP of Marketing, Pascal took charge of new business development, facility design and culinary concepts, in addition to his marketing duties. He has been a key figure in developing the company’s growth through strategic and innovative hospitality concepts at North America’s most recognizable venues and gatherings. Active in several professional and civic organizations, Pascal is a recognized resource regarding trends in the event industry; he is frequently called upon for trade and mainstream media stories, as well as speaking engagements at industry and academic conferences. 

In making the announcement, Des Hague, President and CEO of Centerplate, commented, “Bob is a world-class strategist with a wealth of experience in both consumer and business marketing.   We are extremely fortunate to have someone with his knowledge and enthusiasm leading our company’s marketing strategy and he will be able to make an even greater impact on the continued success of Centerplate in his new position.” 

“This is a thrilling opportunity.  I am extremely honored to be in a position to help such an outstanding organization grow, innovate and reinvent its entire industry,” Pascal said. “It is a privilege to work with Centerplate’s exceptional teammates and client-partners to develop new strategies and programs—for engaging with guests to enhance the overall event experience, and in building the brands and businesses we serve.” 

Pascal brings more than 15 years of marketing expertise to his new position. Prior to joining Centerplate, Pascal garnered a decade of experience in the consumer packaged goods and financial services industries.  He holds an M.B.A. in Marketing and International Business from the Stern School of Business at New York University, and a Bachelor of Arts from Davidson College. 

Centerplate crafts and delivers “Craveable Experiences. Raveable Results.” in 250 prominent sports, entertainment and convention venues across North America. Centerplate has provided services to 12 Super Bowls, 20 World Series, the South Beach Wine and Food Festival, Art Basel Miami Beach, 15 official U.S. Presidential Inaugural Balls and the largest plated dinner in history at the Alpha Kappa Alpha Centennial Celebration.

Landlord Tishman Speyer is staying mum about whom consultant Elizabeth Blau might be working with after the Ciprianis — the joint’s last operators — defaulted on rent back in 2009. However, with historic landmark status pending for the restaurant’s interior, signs indicate that the new look will be more of a polish than a complete overhaul.

“We rezoned 125th Street to strengthen the famed Harlem corridor and enhance its historic role as a vibrant arts, entertainment and retail center,” said Mayor Michael Bloomberg in a news release. “The private sector commitments represent an enormous vote of confidence in Harlem’s future and 125th Street’s ongoing role in the area’s revitalization.” 

The developments are expected to create 530 permanent jobs and 570 construction jobs, according to the city. The 328,000-square-foot Taystee Bakery Complex will become CREATE @ Harlem, a commercial and industrial space for creative industry tenants, and the Corn Exchange Building project will add 31,000 square feet of office and retail space to the Harlem corridor. The Taystee Bakery project will likely cost $100 million in private money, while the Corn Exchange Building development is expected to come with a $16 million price tag. 

CREATE @ Harlem Green already has a few potential tenants: the Harlem Brewing Company is expected to relocate from Saratoga Springs; Greenpoint Manufacturing and Design Center will take 53,000 square feet of space to lease out to small artisan companies; HerFlan plans to start a wholesale production facility and retail outlet in the building; and Carver Federal Savings Bank might also move in. If we’re not mistaken, the Harlem Brewing Company‘s move will mark the first brewery in Harlem since before Prohibition. And the brewery has some plans in store that we’re sure will interest locals (and tourists): the company plans to grow hops on an open roof, give tours of the facility, and open a brewing museum, a tap room and a gift shop. Yum! 

“I am thrilled that this development, which is consistent with the vision of the community for this neighborhood, is moving forward,” said local City Council member Robert Jackson.