Matt Levine: Savior of THOR!
Matt Levine is many things to many people. Clothing designer, television star, bar owner, philanthropist, philosopher. You get the drift. But now it seems we can add savior to the list. According to a tweet by a man with some free time on his hands, Levine has been tapped by The Hotel on Rivington to take over its cursed restaurant and bar space, which has churned through multiple chefs and operators since its opening in 2004. We turn to our friends at Eater for some of the history.
- August, 2006 - Original chef Kurt Gutenbrunner departs to concentrate on his other restaurants
- August, 2007 - The entire restaurant area is gutted, hoping for a fresh start
- October 2007 - Mark Spangethal is installed as the third chef, replacing Kevin Pomplum
- October, 2007 - The secret bar area is re-christened Bar 105
- May, 2008 - Jesi Solomon is announced as the fourth chef
Solomon was firmly in place by the end of summer, 2008. By April 2009, the concept was trashed, ready to be turned over to Matt Levine, a newcomer with a much debated business model. Four chefs in four years is enough to make an owner do crazy things. But is it crazy, or is it just crazy enough to work?
Further analysis and a comment by Matt Levine himself after the jump.
What THOR has always had going for it is its location, smack dab in the heart of the LES that is still packed with bars, restaurants and visitors. But its major flaw is the design. The restaurant is the lobby, while most hoteliers like to clearly separate the two uses, and restaurateurs like to have an independent space that they can program on their own. THOR has never overcome this, and it will continue to plague the space. On the plus side, the 105 bar area has always been a nice little room, and the always empty second floor bar area with the sofas and giant windows has always been a nice place to grab a drink and people watch. We would recommend doing as much as possible to utilize that space, create a cocktail, wine and small plates menu that makes the venue more casual and remove the sit down dining atmosphere, and play to the strengths of the location.
As for Levine, he tells DBTH that his plans for the venue are still not formalized, but promises "When I have the cocktail list and menu finalized I will be sure to let you know." Is a celeb filled rolodex and ability to get into the gossip magazines enough to make a restaurant work? In our experience, no. We sit on the edge of our seats awaiting this scene to play out.
DBTH
Reader Comments (44)
I think it is an interesting move for him, it is very diverse. I hope that it all works out.
"levant east" @ thor
it's so nice to see you guys getting along !!! awhile back the promoter/man about town vegas was set to do this gig and i was brought in for my 3 cents. the space has major design issues especially with sound and flow. i met with paul(owner) and the brilliant marcel wanders. one of my design idols. who did the joint. i offered solutions but i'm sure they were never fully implemented. i think the lobby is ok the problems arise when you get to the bar area which just can't comfortably sustain a crowd. the transition to the restaurant also is funky and all the energy escapes into the skylight with the exception of the sound which rattles around and returns as a muffled mess
i think this is a great move for hotel rivington, with levine's focus on customer service, and his energy, i think it could be a huge success, is there a new chef?
its about time they brought someone in who can make the venue work. rivington is smack in the middle of the les - no reason why it shouldnt have great food and ambiance.
"Is a celeb filled rolodex and ability to get into the gossip magazines enough to make a restaurant work? In our experience, no."
whaat ? you're smoking crack. and i can name at least ummm FOUR places just right off the top of my head.
Entirely agree, I think by and large the focus should be on the side bar area and the second floor which are actually enclosed spaces. The bar/resto in the lobby just does not work as a venue.
OH. and as long as matt-levine is saving Thor, maybe he can help save theGates too ! go on and holla at yer peeps, matt-levine !
cuz i saw their door policy whatever thingie at grubstreet yesterday and wow holy cow it almost made me dizzy. all their mumbly jumbly makes matt-levine's magic golden ticket door stub look downright ingenious.
What's happened to the Eldridge? Does he need another source of income? Who's got the latest and greatest on Levine's mediocre, unbelievable overpriced joint. I cant imagine anyone is going to be pay $32 for a drink, especially in this economy,
"if you build it, they will come," i think you guys are looking too much into the design, and layout, with the right people, right music, right customer service, and right press, and of course, the right food, the place will be a huge success, and i think levine and his team can do that, gotta give the kid a chance - the best restaurants in the city are the most "celeb" filled (la esquina, waverly, buddakhan, etc).
Restaurants are about food. As clubby as Waverly is, for some reason people enjoy the food there. Don't ask why, personally i think its overrated. Also, Graydon and his partners have enough $$ to make it work, and their customers are older and rich. This guy is no graydon carter, and just getting celebs in there for 6 months isnt enough to make a restaurant last.
to abbe diaz:
Name four and please don't name any with an editor from the largest magazine company in the world. I will name flame out after flame out:
Merkato 55 : gone broke
STK: other than giving away dinners to promoters, NO ONE EATS THERE
Butter: please see STK
to Native Manhattan:
really, no Carter ? okay well then scratch out MONKEY BAR.
1- MONKEY BAR2- CHARLES
3- BOBO
4- SWEETIEPIE
i would also like to clarify: i strongly assert that making a restaurant "work" (DBTH's word) is NOT the same as making it "the best" or making it a "success."
do the aforementioned restaurants "work" ? yes, they do. for how long ? who knows ?
but certainly-- they have lasted longer than one (with any experience, insight, or common sense) would think. so there ya go.
oh an another thing ?
i usually have the tendency to use the strictest definition of the word "celebrity"-- and by "strictest" i mean like the SUPREME COURT definition:
-- any person who actively, knowingly, and purposefully seeks to place themselves before the public eye.
i'm just sayin.
oh !
1- MONKEY BAR1- NORWOOD
2- CHARLES
3- BOBO
4- SWEETIEPIE
ha.
Someone should tell matt levine..........you must be this tall to ride
I am looking forward to this new venture, and will be coming up from Philly on a daily basis to enjoy this new hot spot with Latina Lady, Miss Vixen, and Milf Momma.
Abbe Diaz,
All four of those places are so insignificant. Point made, they get a little hype and then what? Eveyone realizes they suck. Look at places that have last with celebrity hype, and are worth going to, love them or hate them. Stanton, Waverly, Bea, La Esquina, Buddakahn, spice market etc.
STK is doing jsut fine.... went there the other night and there was 45 minute wait at 9pm
Burn the mother fucker down!
Hi Abbe, we've never met...I don't think. BUT we do have something in common, we've both been interviewed by Uncle Steve,known him for many years and have been involved in the business in some capacity or another. I don't agree with your definition (and the Supreme Court's) either. I believe "celebrity" to mean: anyone who has achieved local or national recognition in their chosen field. IE; YOU are a celebrity in your domain, Uncle Steve is a celeb in his world, and MANY years ago I used to be a celeb in mine! BTW..I enjoyed your interview and love your comments!!
Dear Haters,
Let us compare ATM receipts.
Thank you and Good Day
atm receipts for the $20 you just took out of bank of america?
Great. Why does everyone hate? eldridge is a success so why shouldnt thor be?
i truly believe this place is going to be very successful, the lower east side needs a hot early hang-out, a hot restaurant
Money Making,
yah yah-- but i thought the original point was: "Is a celeb filled rolodex and ability to get into the gossip magazines ENOUGH to make a restaurant work? In our experience, no."
all those places you mention have something OTHER than the "rolodex" and the "gossip pages"-- LaEsquina has uniqueness, novelty, serge-becker, great margaritas, 1000 tequilas, and pretty darned good food... SpiceMarket has a famous chef (TWO originally, actually), jacques-garcia, a good commercial location, impressive square footage, and Starwood cash... theWaverly has eric-goode and sean-macpherson, emil-varda, a knowledgeable/experienced/dedicated staff, and tasty biscuits... etc etc etc.
i assert the four i mentioned have ONLY (or not much more than) "the rolodex" and the "gossip pages"-- and YET, they "work."
FASCINATING, isn't it ?
hi "Old Man" ! wow, thank you !
yah, i think most people agree with your definition (which, by the way, decidedly makes me NOT a "celebrity," but it's very sweet of you to say otherwise)--
but i just didn't want for peoples to misconstrue what i was trying to express. or open a can of worms about whether or not like say-- damon-dash or whoever constitutes a "celebrity." am i making sense ?
whatever.
but thanks again !
[ we've probably met :) ]
is that really you, matt-levine? i hope you're not trying to imply that i'm one of the "haters" cuz i so am not. i'm just a logistics freak is all.
oh but i do still think it's a bit asinine (and quite simply, DISCOURTEOUS) to TELL peoples "yesss, come on down to my joint" when you don't ACTUALLY (evidently) want them to patronize your establishment. but we've already been through all that, yah? yah.
oh and i hope by that ATM comment you aren't trying to imply peoples should actually be impressed with just CASH. cuz ya know-- drug dealers have LOTS of it. as do thieves and scumbags. like bernie-madoff, for example.
oh and trust fund brats.
i'm just sayin.
Thanks, Abbe! I meant what I said, I'm currently working on a new E.V. spot and I'll keep Steve posted as we move along. He'll be writing about it when I give him the thumbs up, I look forward to meeting you officially. I want to keep my anonymity so I'll just sign off M.R.
"Dear Haters,
Let us compare ATM receipts.
Thank you and Good Day"
lol - Tattoo
FREE PRESSSSSSSSSSS HOME GUEST HOME GUEST HOUSE GREEN HOUSE MR WEST BLT PRIME WOOOOOOOOOOOOOOOOOOO!
TATTOO TATTOO TATTJEWWWWWWWWWWWWWWWW
P.P.P.P.S. http://www.morganshotelgroup.com/
P.P.P.P.S. -
> Hi Tattoo,
>
> The upcoming wine dinner series is on Friday, May 8th. The theme is
> Spanish Wines paired with a 7-course tasting menu.
> The cost is $115 per person al inclusive. Reserve your seats now!
>
> Gina
>
> *BLT Prime
> Prix Fixe Menu $115/per person all inclusive
> May 8th, 2009
>
> Spicy Curry Consume / Totten Inlet Mussels / Chive Blossoms
>
> Soft Shell Crabs / Brown Butter Remoulade / Fried Parsley
>
> Three Cheese Stuffed Zucchini Blossoms / Tomatillo Vinaigrette
>
> Ramp Gnocchi / Jamison Farm Lamb Sausage / Parmesan Cream
>
> Wild King Salmon / Pea Shoot & Baby Asparagus Salad / Crispy Artichokes
>
> Porcini Crusted Veal Tenderloin / Spring Garlic Mash / Summer Truffles
>
> Charentais Melon Parfait / Lemon Meringue / Ginger Cookie
> *
ADAM STARKMAN = SUPER BAD AND DAVID JAFEE IS WAY COOLER THAN HIM..
THAT IS ALL FOR NOW!
MATT LEVINE > ADAM LEVINE
abbe diaz:
Look at the top 100 grossing restaurants in NYC and ZERO, NONE, NADA of your aforementioned places that "work" are there. But again, in the Nightlife Industry success does not mean making money, its how many Page 6 mentions you can get to validate your existence and will make it a lot easier to swindle some idiot to invest in the newest club that won't pay them one dollar back.
I have a better question; name ONE person from nightlife in the last 20 years that has made 1/2 of what pastis or baltazar or EVEN THE FREAKING SHAKE SHACK IN ONE YEAR WITH THEIR STUPID ROLODEX
<3 > $ = Truth!
On a much brighter note, Ace Hotel is "oficially" opening and I am kind of stoked for that. I did a culinary tour of Portland a few months ago and stayed there, i love those guys. May 1st can't wait to party it up with them. Abbe lets Do lunch!
can't wait!
i live in the LES, we need a rose bar type place, and we need a "go to" restaurant!
I went to the Eldridge on Friday for the first time. Someone mentioned earlier something about "customer service". The dark haired female bartender was the biggest bitch I've encountered in a long time. I asked her what kind of beer they served and she acted like I insulted her first born! As much as I respect Matt and his ventures, her attitude made me never want to return. Hope he finds a nicer staff for Hotel On Rivington venture.
Agree with Willy about Ace Hotel! It's going to be awesome!
SCOTT THE MORON THAT WRITES DOWN BY THE HIPSTER FIND SOMEONE ELSE TO WRITE ABOUT BESIDES MATT LEVINE NOEL ASHMAN OR MARK BAKER!
hahahaha:
sigh.
please don't get me started-- i mean, don't get me wrong, i totally get what you mean naming "balthazar, pastis, shakeshack" or whatever-- but uhhh, if you think those places don't "validate their existence" (to some extent) with PageSix mentions, then you're kinda smoking a little crack there yerself.
ONE "person from nightlife in the last 20 years" that's made more money than them ?? hello (?!):
PETER GATIEN
oh fuck it, you already got me started goddammit--
okay, i think i kinda understand what you're trying to say-- but naming places like Balthazar or Pastis isn't perhaps making your point all that clearly. cuz those places also use their "rolodex" and "gossip pages" as keys to their success (AS WELL AS their OTHER virtues, which by the way, come from decades of EXPERIENCE).
but just as an example-- i remember reading an article about one of my former bosses (a bit of a "press" whore himself), and it was making a big fuss and rah rah-ing something about how all his locations combined do "over 20,000 covers per week."
(this little tidbit was then subsequently picked up by cityfile, and is listed under his profile.)
well-- i just read this and laughed. ya know why ?
cuz just off the top pf my head, i can name one restaurateur who does 10,000 covers PER DAY.
WITHOUT any "equity partners" or venture capital or other outside investment (other than personal/corporate credit extended by banks/creditors).
get that ? all created and funded by ONE SELF-MADE MAN (who by the way, also OWNS a good portion of the real estate in which his restaurants are located).
i bet you have no idea who i'm talking about.
and do you know why ?
cuz you've never read his name "in Page Six."
so alls i'm sayin is: puhlease. don't go dissin matt-levine with examples like Balthazar/Pastis. that's ridiculous--
cuz for alls you know: matt-levine could very well be the keith-mcnally of 2020.
to "Old Man": congratulations ! looking forward to it :)
to Willy Be G: okay.
I think its going to be one of the hottest new restaurants in the city
jesus abbe you have 20 comments on this piece. settle down.