What’s in a Neighborhood Title? Advertising, Largely

What’s in a Neighborhood Name? Marketing, Mostly

Q: I've lived on 24th Street and Second Avenue for 50 years and the name of the neighborhood seems to be changing. It was commonly called Gramercy Park, and at some point there was talk of naming the area Rose Hill. But recently I saw it be called Kips Bay, which I think started in the high 20's. I would like to know if there is an official name.

ONE: Some New York city blocks can feel like orphans. Alan Krevis, the president of Gramercy Neighborhood Associates, said he does not consider East 24th Street to be part of Gramercy Park. But he's not sure if it's Kips Bay either.

Likewise for Victoria Vinokur, Associate Broker at Brown Harris Stevens. "I don't mean to say it's no man's land, but it is what it is," she said of her block.

Of course you live somewhere. On the New York Times property map, East 24th Street is in Kips Bay, which runs from East 23rd Street – the northern boundary of the Gramercy Park neighborhood – to East 34th Street between the East River and Lexington Avenue.

Yours isn't the only part of town that feels nameless. As Julie Lasky noted in an article on Kips Bay, the northern border of this neighborhood with Murray Hill is also causing a lot of confusion. Despite this situation, you managed to live there for half a century. So you know just like everyone else that life goes on. But since we're going down that rabbit hole anyway, why not entertain the idea of ​​Rose Hill?

It certainly has a sound. And what could be nicer in New York than putting a name on a street collection? Branding gave us Hudson Square, NoLIta, NoMad, and even the East Village that was once part of the Lower East Side.

Why can't we have Rose Hill too? This could be his moment. The attempt to brand the Rose Hill area some 20 years ago did not continue. But now there's a condo called Rose Hill on East 29th with a website that goes so far as to explain the history of the Rose Hill neighborhood in a language that would convince a stimulant reader that it's a place we all do know and love for decades. Finding the backstory is half the battle, according to Sydney Blumstein, an associate broker for Corcoran. "You must have a historical story, true or false," she said. "And you have to get a broker to go along."

Ms. Blumstein, who has a neighborhood listing and is looking for ways to stand out in a slow market, could be that real estate agent. "I'm going to crush 24th and second place with stickers made of roses and signs that say Rose Hill," she said. "And the next day a rose shop or a rose café opens." And soon after, you'll have a neighborhood that you can call yourself.

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