Crains New York - April 22, 2013 - (Page 41)

INSIDE HELLUVA TOWN Source Lunch Alan Steel forges on at Javits Center PAGE 42 Out and About Art’s odd couple: Warhol and Munch PAGE 43 Space odyssey Like many other small nonprofit theater companies, Nettles Artists Collective found itself bouncing around the city looking for rehearsal and performance space. Unlike the others, its co-artistic directors took a bold step to solve the problem: They formed a forprofit company that’s building a small theater and performance space that will be used by Nettles and rented to others to stage performances and events like art shows and parties. “We took a big leap,” said Sandie Luna, who is co-artistic director of the company with Debora Balardini. Two months ago, the duo inked a 10-year lease for about 6,000 square feet at 617 W. 46th St., where they will open the Hudson River Hub in July. Ms. Luna said she and Ms. Balardini don’t want to get rich leasing the space, but they hope to bring in about $16,000 a month to cover expenses. The financing for the project came from loans they took out, as well as money from two Nettles donors. “We will work with theater companies,” Ms. Luna said. “We want to create more of a community.” —theresa agovino Letting nothing go to waste Instead of ordering in from a restaurant, New Yorkers can now get their neighbors’ leftovers delivered to their door through a startup called Mealku. The website allows members to post their vittles—such as two pieces of freshly baked red velvet cake or four servings of lasagna and salad—and then Mealku picks up and delivers the goods to a perfect stranger across town who clicked on the offering. Members pay $10 a month for the service and buy the meals with a point system. Posting food or delivering meals earns points that can be spent later on receiving meals. A rating system similar to eBay’s helps users find the best cooks. And the company has a team of kitchen inspectors who make the rounds to check the cleanliness of the amateur chefs’ homes. Mealku, which launched last July, has racked up about 2,000 users in less than a year, and is expanding across the country. Small proprietary communities like church groups use the site in numerous cities, and Mealku is about to open a larger operation in San Francisco. Mealku is the brainchild of Ted D’Cruz-Young, an ad executive who used to run Ideocracy, a New Yorkbased marketing agency. Mr. D’Cruz-Young sees Mealku as a business that also fulfills a societal need. “We waste 25% of all grocery purchases we buy,” he said. “There’s underutilization on a massive scale in food.” —miriam kreinin souccar AT YOUR SERVICE: Joe Marchesi offers salon, barber and spa services at his two Truman’s Gentlemen’s Groomers shops. VIP customers keep coming back for more. Very important parties Retailers reward their best customers— and win new ones—with private special events O BY ALIX STRAUS n a recent Monday night, Caudalie closed early, but the French skin-care shop on Bleecker Street was still filled as browsers sipped white wine, nibbled on cheese, sampled products and enjoyed mini-facials—a 10minute pick-me-up that includes cleansing, a mask, a head massage, a tinted moisturizer and a bronzer. ¶ Welcome to the world of VIPs— which in this case stands for very important people, and parties. ¶ In today’s economy, where independent stores are struggling to be seen, heard and frequented, it’s not unusual to reward the best customers with a private special event. ¶ Retailers of all stripes, whether they sell women’s clothing or men’s grooming products, are looking for a way to say thank you and create customer loyalty. ¶ The parties at Caudalie started as a way to spread the word when the store opened in December, just a month after a smaller sister property opened on East 74th Street. Caudalie, a Bordeaux-based company that also runs a spa in the Plaza Hotel, produces handmade “vinotherapie” skin-care products derived from grapes, vine extracts and other natural ingredients. See VERY on Page 42 THE STATS $15K COST of Erno Laszlo Institute’s first VIP event 100 NUMBER OF PEOPLE who attended the institute’s first VIP event April 22, 2013 | Crain’s New York Business | 41

Table of Contents for the Digital Edition of Crains New York - April 22, 2013

Crains New York - April 22, 2013
IN THE BOROUGHS
IN THE MARKETS
THE INSIDER
BUSINESS PEOPLE
CORPORATE LADDER
REAL ESTATE DEALS
OPINION
ALAIR TOWNSEND
GREG DAVID
REPORT: GREEN NEW YORK
THE LIST
FOR THE RECORD
CLASSIFIEDS
NEW YORK, NEW YORK
SOURCE LUNCH
OUT AND ABOUT
SNAPS

Crains New York - April 22, 2013