Real Estate

What’s in a Neighborhood Name? Marketing, Mostly

Q: I’ve lived on twenty fourth Street and Second Avenue for 50 years, and the neighborhood’s title appears to be altering. It has usually been referred to as Gramercy Park, and at one level there was discuss naming the realm Rose Hill. But just lately I’ve seen it known as Kips Bay, which I believed began in the excessive 20s. I’d like to know if there may be an official title.

A: Some New York City blocks can really feel like orphans. Alan Krevis, the president of Gramercy Neighborhood Associates, stated he doesn’t think about East twenty fourth Street a part of Gramercy Park. But he’s not so certain it’s Kips Bay, both.

Likewise for Victoria Vinokur, an affiliate dealer with Brown Harris Stevens. “I don’t want to say it’s no man’s land, but it is what it is,” she stated of your block.

Of course, you do stay someplace. The New York Times actual property map locations East twenty fourth Street in Kips Bay, which runs from East twenty third Street — the northern boundary of the Gramercy Park neighborhood — to East thirty fourth Street, between the East River and Lexington Avenue.


Yours isn’t the one swath of town to really feel anonymous; certainly, as Julie Lasky famous in an article about Kips Bay, that neighborhood’s northern border with Murray Hill can be a supply of a lot confusion. You’ve managed to stay there for half a century regardless of this predicament, so you understand in addition to anybody that life goes on. But since we’re happening this rabbit gap anyway, why not entertain the thought of Rose Hill?

It definitely has a ring to it. And what’s extra New York than slapping a name on a assortment of streets? Branding gave us Hudson Square, NoLIta, NoMad and even the East Village, which was as soon as a part of the Lower East Side.

Why can’t it give us Rose Hill, too? This is perhaps its second. An effort about 20 years in the past to model the realm Rose Hill didn’t stick. But now, there’s a rental opening on East twenty ninth referred to as Rose Hill, with a website that goes as far as to elucidate the historical past of the Rose Hill neighborhood in language that will persuade a suggestible reader that it’s a place we’ve all identified and cherished for many years. According to Sydney Blumstein, an affiliate dealer for Corcoran, discovering the again story is half the battle. “You have to have a historical story, true or false,” she stated. “And you have to get a broker to go along with it.”

Ms. Blumstein, who has a itemizing in the neighborhood and is searching for methods to make it stand out in a gradual market, would possibly simply be that dealer. “I’m going to crush 24th and Second with stickers of roses and signs that say Rose Hill,” she stated. “And the next day, a rose store opens or a rose cafe.” And quickly after, you’ll have a neighborhood to name your personal.

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