TF Cornerstone finds rooftop alternative for East 34th Street residents

TRD New York /
Jul.July 06, 2011 02:59 PM

TF Cornerstone has reached out to the Water Club restaurant at 500 East 30th Street as a refuge for nearby Plaza East residents who will be without a rooftop sun deck until building renovations are completed in late summer, Cornerstone announced. Starting Tuesday, the partnership will give the rental residents a club card special to residents which they can present at the Water Club’s rooftop Crow’s Nest bar in exchange for a residents-only customized menu and complimentary light bites.

“We are continuously looking for ways to let our residents know that we are always thinking of them,” said Sofia Estevez, executive vice president of TF Cornerstone, whose colleague, agent Irene Malatesta, confirmed that the building’s facade was being renovated, affecting the roof. The Water Club was chosen as a collaborator because of its proximity, she said.

“The Water Club has a strange reputation for being a private club,” said Katharine Knipfing, brand manager for the restaurant, “and so many people forget about us. We’ve been trying to build up a presence on the local end.”

All of the freebies are directly from the restaurant’s menu, she said, and would normally be priced $10 and up.

Knipfing terms Cornerstone’s strategy “really proactive. “They’ve been reaching out to rooftop venues in the area” for the project she said, which just recently commenced.

Plaza East, a rental building at 340 East 34th Street is almost completely occupied. Only two units — a studio and one-bedroom — are available at $2,255 and $2,695, respectively, according to Streeteasy.com.


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