The Real Deal New York

Sheffield residents are VIPs at David Burke Restaurant Group eateries

Benefits include priority reservations, discounts, complimentary aperitifs

July 27, 2012 03:30PM
By Zachary Kussin

From left: David Burke and the Sheffield (credit: PropertyShark)

The Sheffield, the 582-unit building at 322 West 57th Street, is announcing a partnership with the David Burke Restaurant Group, of Fishtail by David Burke and David Burke Townhouse fame, The Real Deal has learned.

For Sheffield residents, prerogatives come in a personalized VIP card whose benefits package includes priority reservations at David Burke eateries, additional complimentary aperitifs and dishes, a 10 percent discount off food and alcohol, even personal greetings from the restaurants’ executive chefs on duty. In addition, VIP cardholders will be invited to cocktail and dinner parties hosted by David Burke, as well as demonstrations and classes taught by his group’s executive chefs.

“We wanted to provide residents with something exclusive to the Sheffield,” said Carolyn Sebba, director of business development with the Marketing Directors, the marketing and selling agent for the building.

The VIP access comes at no cost to residents, Sebba said. She also said that no money was exchanged between David Burke and the Sheffield to establish the deal — she referred to it as a “mutually beneficial promotion.” There is no limit to the use of the VIP card, and no set duration for the partnership. Sebba added that there have even been talks about expanding the partnership to residents who want to host catered parties at their Sheffield homes.

This is not the first partnership of its kind. David Burke at Bloomingdale’s had a partnership with residents of 205 East 59th Street.

This is also not the Sheffield’s first partnership. In December 2010 signed a 12-month deal with Saks Fifth Avenue, under which residents were paired with personal-styling consultants, who would make home visits for fittings and alterations; Saks also provided sneak previews of the department store’s designer collections and access to private events.

Earlier this year, as The Real Deal reported, the Sheffield’s condominium board was involved in legal action to force the eviction of an alleged Rentboy.com male prostitute named Stephan Greving, who rented a unit inside the building. However, Greving and the building’s condo board settled the eviction suit, which allowed the alleged Rentboy to remain in the building through the end of his lease.

Streeteasy.com shows a total of 20 active listings at the Sheffield. The least expensive is a $749,000 studio — the priciest is a four-bedroom, four-bathroom, 3,417-square-foot unit for $7.6 million.

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