REPOSITIONING HELL’S KITCHEN

by Jelena Gregov

ON THE MAP

Hell's Kitchen (aka Clinton or Midtown West) is located within Midtown and bordered by Upper West Side, Times Square/Theatre District, and Chelsea.

“Hell's Kitchen - a most appropriate name - is situated on west thirty-ninth-street between ninth and tenth avenues, on the north side of the street. Vice in its most repulsive form thrives here, despite the efforts of the police to root out the hordes of vagrants, petty thieves, and utterly depraved prostitutes who make the locality their headquarters.”

A PLACE FOR SINNERS

New York Times, 1881

HELL’S KITCHEN TODAY

Once it was home to thieves, murderers, gangs and

prostitutes. Today, with its real estate prices rising, new

construction projects constantly underway, and

trendy bars and restaurants popping up on almost every

corner - new groups of sinners call this neighborhood home.

Let’s see who they are.

WHO LIVES HERE NOW?

Some celebrities, numerous actors/actresses, and artists who ply their craft in the Theater district. Their favorite sins: creative freedom, disobedience, vanity.

ARTISTS

People who work in the office buildings of Midtown West and enjoy the convenience of walking to work. Their favorite sins: independence that comes with money, indulgence in food/alcohol, flirting and dating.

YOUNG PROFESSIONALS

Families that reside in the older buildings, many of them still own entire buildings, but also bodegas, and restaurants. Their favorite sins: longing about the good old days, gossiping, complaining about tourists.

LONG-TIME RESIDENTS

NEIGHBORHOODS THAT SURROUND HELL’S KITCHEN

How are they different?

UPPER WEST SIDE CHELSEA MIDTOWN (EAST)

A combination of still-a-little-gritty, but also classy neighborhood that maintains its “old-school” Manhattan vibe.

Socialites, trendsetters, and trailblazers have carved out this neighborhood. It’s the hub of NYC’s gay scene and home to amazing real estate.

Has a reputation of all work and no play, and it isn’t usually thought of as a hangout spot past happy hour.

WHAT PEOPLE ARE SAYING

“My front windows face Ninth Avenue. So you’ve got all of this foot traffic, which is shoved into this tiny narrow corridor on either side of the street. So yeah, it gets noisy.”

Probably has more small restaurants per square mile than any other place in New York, except maybe Chinatown.”

“Real New Yorkers live in Hell’s Kitchen. If you want space, go live in Jersey. If you want culture, history, a community of local and active residents, and the best restaurants in the city…live in Hell’s Kitchen.”

“The infamously gritty Hell's Kitchen gives you at once the best and worst about New York. Unless you really hate being in the middle of things, there’s nothing hellish about Hell's Kitchen.”

Source: streetadvisor.com

Gritty - it embodies the tough and determined spirit of New York.

HELL’S KITCHEN BRAND PERSONALITY

Hell’s Kitchen lacks the stroller profusion of the UWS, the fratiness of Murray Hill, the luxurious socioeconomic gap of Chelsea, and the tourist hordes of the Village.

It has an authentic, proud and unapologetic “real New York” look and feel.

Located in the heart of Manhattan, it's convenient to absolutely everything.

THE OPPORTUNITY

New AudienceCULTURE VULTURES

Couples w/o children 26-39High earners, not rich yetWork in finance/advertising/techHave weekly date nights, enjoy dining out and exploring the citySocial butterfliesOften seen in hard-to-find stores rifling through vintage furs and collectiblesWorship fashion outlets such as Acne StudiosNewcomers, and those looking to move out of Williamsburg

Their favorite sin: living in New York City

New Positioning

GRITTY AND INDEPENDENTMELTING POT

The goal is to communicate that the benefit of living in Hell’s Kitchen lies within the imagination and possibilities it helps you unlock.

Strategic Direction

UNBOX YOUR POTENTIAL HERE

One of the biggest challenges for Hell’s Kitchen is reminding people what it stands for, rather than what it has to offer or how it looks like.

YOU WON’T WASTE YOUR MONEY: Hell’s Kitchen is not as expensive as neighborhoods that surround it. A few high-rise buildings attract those who look for luxury.

PRICE ENTERTAINMENT

UNIQUE PLACES, STORIES AND EVENTS: You’ll be reaping the best of gentrification while having access to phenomenal small restaurants, bars and theaters, which means tons of networking opportunities.

CONVENIENCE

YOU WON’T WASTE YOUR TIME: Walking distance from Midtown offices, close enough to the subways and theaters, but not somewhere the tourists are really flocking.

REASONS TO BELIEVE

THANK YOU!