New Tribeca development 34 Leonard is wining and dining prospective buyers — literally.
Roger Dagorn, the master sommelier at Chanterelle Restaurant in Tribeca, has been named official sommelier at the development, according to its developer, R Squared Real Estate Partners.
The building, located at 34 Leonard Street between Hudson and West Broadway, has struggled to unload its units since sales began nearly a year ago. Only five of the 16 loft-style homes have sold so far, according to the Marketing Directors, the exclusive marketing agent for the property.
Asking prices in the building average $1,600 a foot. Other amenities include a pet spa and wine tasting room.
Dagorn will host one-on-one complimentary private consultation sessions with each buyer, the developer said. Once he recommends an appropriate vintage and label for each homeowner, the developer will throw in a case of the selected wine as a house-warming gift. The building has a climate-controlled wine cellar, and each unit comes with a wine cabinet with space for 300 bottles.
R Squared principals, cousins Mitchell Rechler and Gregg Rechler, could not be reached for comment.
When asked if the sommelier announcement was timed to jump-start sales in a weakening market, a company spokeswoman Carolyn Philipps said, “wine plays a major part in 34 Leonard’s marketing.”
Philipps did not respond when asked whether the cost of the sommelier would come out of the resident’s monthly maintenance.
This is not the first time alcohol is being used to sell apartments in Tribeca.
Last week, one real estate broker offered prospective buyers a neighborhood open house condo tour with the promise of alcoholic beverages at every stop, the New York Times reported.