The Place Restaurant

Background

Facing closure due to the landlords’ refusal to renew the lease, The Place on West 4th’s owner, Alexander Achilleos, reinvested $70,000 to address building code violations. This investment was done in good faith and under a verbal agreement in exchange for the guarentee of lease renewal. When the problem looked as though it would be eradicated, the management company went back on their word and decided not to renew the lease. As a result, a bitter battle ensued between landlord and commercial tenant.

Challenge

Since there was limitied legal recourse, Food Shelter needed to create the perfect blend of public affairs, sprinkled with media relations and mixed thoroughly with local awareness. This recipe proved succesful as we rallied a loyal customer base, created awareness through numerous media placements and secured the backing of local politicians. These special ingredients communicated Achilleos’ struggle as a small businessman and leveraged the goodwill he had generated over the past nine years as an active member of the West Village community.

Solution

SaveThePlace.com was developed, launched and maintained by Food Shelter in May 2006 and gathered 9,000 signatures within three short months. The website was a vehicle to explain a complicated situation and update supporters. Food Shelter used the hearfelt testimonials and outpouring of support to craft a complex, yet compelling story to attract the media’s attention. Coverage included Eater.com, AM New York, The Villager, Crian’s New York, NY1 and finally the cover of the metro section in The New York Times. Each outlet explained Achilleos’ plight, highlighted his charitable contributions and detailed his enormous struggle to save his business.

When the matter finally came to court, Achilleos was only granted a three-month extension. However, the building owner requested a follow up meeting with Achilleos and agreed to renew his lease as a direct result of the intense public scrutiny and outpouring generated from media exposure and local community support. Upon news of the victorious lease renewal, The New York Times, AM New York and New York 1 all requested follow up interviews. Please visit The Place on West 4th and enjoy what keeps the West Village unique – thanks, in part to Food Shelter, it will continue to do so for the next nine years.