Rent Office 580 Eighth Avenue
| $ / SF | SF | Monthly Rent |
|---|---|---|
| $ 40 | 5,100 |
$ 16,787 |
| $ 40 | 14,200 |
$ 46,741 |
| Type of Space | Class A/month | Class B/month | Class C/month |
|---|---|---|---|
| Windowed office/person | |||
| Interior office/person | |||
| Team Rooms | |||
| Suites |
Nearby office Spaces for Rent
| Address | $ / SF | SF | Monthly Rent |
|---|---|---|---|
| Broadway & West 39th Street | $ 59 | 10,900 |
$ 53,591 |
| Bryant Park & Avenue of America | $ 99 | 7,400 |
$ 61,050 |
| 1 Plz & West 33rd Street | $ 105 | 19,100 |
$ 167,125 |
| Broadway & West 41st Street | $ 70 | 13,200 |
$ 77,000 |
| Fifth Ave & West 38th Street | $ 56 | 17,600 |
$ 82,133 |
| Ninth Ave & Between Dyer Avenue | $ 128 | 9,400 |
$ 100,266 |
| Address | $ / SF | SF | Monthly Rent |
|---|---|---|---|
| Broadway & West 41st Street | $ 55 | 2,800 |
$ 12,833 |
| 1 Plz & West 33rd Street | $ 105 | 3,200 |
$ 28,000 |
| W 34th St & Between 7th Avenue | $ 70 | 4,700 |
$ 27,416 |
| Broadway & West 36th Street | $ 67 | 4,600 |
$ 25,683 |
| 2 & West 31st Street | $ 142 | 5,300 |
$ 62,716 |
| Fifth Ave & West 38th Street | $ 62 | 3,800 |
$ 19,791 |
| W 38th St & Avenue of the Americas | $ 58 | 3,500 |
$ 16,770 |
| W 37th St & Between 5th Avenue | $ 64 | 3,200 |
$ 17,066 |
| Broadway & West 37th Street | $ 68 | 5,500 |
$ 30,937 |
| Address | $ / SF | SF | Monthly Rent |
|---|---|---|---|
| 1 Plz & West 33rd Street | $ 98 | 2,400 |
$ 19,600 |
| Broadway & West 37th Street | $ 68 | 2,300 |
$ 12,937 |
| Address | $ / SF | SF | Monthly Rent |
|---|---|---|---|
| 6th Ave & Between Broadway | $ 59 | 7,600 |
$ 37,366 |
| Broadway & West 39th Street | $ 52 | 21,400 |
$ 92,733 |
| W 39th St & Avenue of America | $ 49 | 7,800 |
$ 31,850 |
| Broadway & West 38th Street | $ 54 | 9,500 |
$ 42,750 |
| W 39th St & Eighth Avenue | $ 40 | 9,300 |
$ 31,000 |
| W 39th St & Eight Avenue | $ 40 | 11,400 |
$ 38,000 |
| 7th Ave & Between 7th Avenue | $ 55 | 7,800 |
$ 35,750 |
| Seventh Ave & Sixtenth Street | $ 46 | 10,000 |
$ 38,333 |
| Eighth Ave & West 36th Street | $ 40 | 7,500 |
$ 25,000 |
| Eighth Ave & Between 8th Avenue | $ 40 | 7,900 |
$ 26,004 |
| W 36th St & Avenue of the Americas | $ 44 | 10,000 |
$ 36,250 |
| Broadway & West 32nd Street | $ 44 | 9,800 |
$ 35,525 |
| W 38th St & 5th Avenue | $ 62 | 7,500 |
$ 38,437 |
| Fifth Ave & West 34th Street | $ 48 | 7,400 |
$ 29,908 |
| Seventh Ave & West 35th Street | $ 60 | 9,300 |
$ 46,887 |
| Tenth Ave & West 37th Street | $ 49 | 7,900 |
$ 32,258 |
| W 33rd St & Fifth Avenue | $ 40 | 7,100 |
$ 23,666 |
| W 34th St & Fifth Avenue | $ 31 | 7,300 |
$ 18,858 |
| Address | $ / SF | SF | Monthly Rent |
|---|---|---|---|
| W 39th St & Ninth Avenue | $ 39 | 3,500 |
$ 11,375 |
| Broadway & West 38th Street | $ 49 | 2,800 |
$ 11,433 |
| W 39th St & Eight Avenue | $ 35 | 3,000 |
$ 8,750 |
| Seventh Ave & West 38th Street | $ 52 | 3,100 |
$ 13,433 |
| Broadway & West 39th Street | $ 52 | 3,000 |
$ 13,000 |
| Eighth Ave & Between 8th Avenue | $ 38 | 2,700 |
$ 8,550 |
| Eighth Ave & West 35th Street | $ 35 | 3,200 |
$ 9,333 |
| Eighth Ave & West 36th Street | $ 38 | 2,700 |
$ 8,550 |
| W 42nd St & Broadway | $ 64 | 2,500 |
$ 13,333 |
| Address | $ / SF | SF | Monthly Rent |
|---|---|---|---|
| 6th Ave & Between Broadway | $ 58 | 1,900 |
$ 9,183 |
| Broadway & West 39th Street | $ 52 | 1,700 |
$ 7,366 |
| W 36th St & Between West 36th Street | $ 35 | 1,600 |
$ 4,666 |
| W 38th St & Between West 37th Street | $ 35 | 2,200 |
$ 6,416 |
| Seventh Ave & West 40 Street | $ 54 | 1,500 |
$ 6,750 |
| Eighth Ave & West 35th Street | $ 35 | 1,700 |
$ 4,958 |
| W 39th St & Ninth Avenue | $ 39 | 1,800 |
$ 5,850 |
| Eighth Ave & West 37th Street | $ 37 | 1,700 |
$ 5,241 |
| W 40th St & Avenue of America | $ 74 | 1,600 |
$ 9,866 |
| Broadway & West 38th Street | $ 52 | 1,900 |
$ 8,233 |
| W 34th St & Avenue of America | $ 45 | 2,000 |
$ 7,500 |
| 7th Ave & Between 7th Avenue | $ 57 | 1,600 |
$ 7,600 |
| Eighth Ave & West 36th Street | $ 42 | 2,200 |
$ 7,700 |
| Avenue of the Americas & West 31st Street | $ 79 | 2,400 |
$ 15,800 |
| Address | $ / SF | SF | Monthly Rent |
|---|---|---|---|
| W 35th St & Seventh Avenue | $ 32 | 8,500 |
$ 22,666 |
| W 33rd St & twentieth Road | $ 39 | 8,100 |
$ 26,325 |
| W 35th St & Seventh Avenue | $ 40 | 8,800 |
$ 29,333 |
| W 35th St & Fifth Avenue | $ 41 | 8,200 |
$ 28,016 |
| Eighth Ave & West 36th Street | $ 42 | 16,000 |
$ 55,333 |
| Broadway & West 31st Street | $ 50 | 7,700 |
$ 31,762 |
| W 37th St & Eight Avenue | $ 46 | 10,000 |
$ 38,333 |
| W 35th St & Broadway | $ 36 | 7,700 |
$ 23,100 |
| W 37th St & Between West 36th Street | $ 38 | 7,200 |
$ 22,800 |
| W 39th St & Eighth Avenue | $ 36 | 9,200 |
$ 27,216 |
| W 36th St & Eighth Avenue | $ 29 | 9,500 |
$ 22,958 |
| W 36th St & Ninth Avenue | $ 36 | 8,500 |
$ 25,500 |
| Address | $ / SF | SF | Monthly Rent |
|---|---|---|---|
| W 40th St & Eight Avenue | $ 25 | 4,000 |
$ 8,333 |
| Seventh Ave & West 30th Street | $ 35 | 3,800 |
$ 11,083 |
| W 35th St & Seventh Avenue | $ 44 | 2,900 |
$ 10,633 |
| W 35th St & Eighth Avenue | $ 32 | 3,400 |
$ 9,066 |
| W 38th St & Eighth Avenue | $ 39 | 3,500 |
$ 11,375 |
| Seventh Ave & West 39th Street | $ 45 | 5,800 |
$ 21,750 |
| W 35th St & Columbus Avenue | $ 40 | 3,000 |
$ 10,000 |
| Broadway & West 31st Street | $ 46 | 2,600 |
$ 9,966 |
| W 36th St & Between Broadway | $ 34 | 6,000 |
$ 17,250 |
| W 35th St & Seventh Avenue | $ 38 | 4,400 |
$ 13,933 |
| W 35th St & Between West 35th Street | $ 36 | 5,600 |
$ 16,800 |
| W 37th St & Ninth Avenue | $ 42 | 4,600 |
$ 16,057 |
| W 38th St & Between West 37th Street | $ 40 | 2,700 |
$ 9,112 |
| W 39th St & Fifth Avenue | $ 44 | 6,500 |
$ 24,104 |
| Address | $ / SF | SF | Monthly Rent |
|---|---|---|---|
| W 38th St & Ninth Avenue | $ 32 | 1,600 |
$ 4,266 |
| W 30th St & Eighth Avenue | $ 28 | 2,000 |
$ 4,666 |
| Eighth Ave & West 36th Street | $ 38 | 1,600 |
$ 5,066 |
| W 37th St & Eight Avenue | $ 35 | 2,400 |
$ 7,000 |
| W 39th St & Between West 39th Street | $ 37 | 1,700 |
$ 5,241 |
| W 35th St & Seventh Avenue | $ 36 | 2,300 |
$ 6,804 |
| W 32nd St & Ninth Avenue | $ 50 | 1,800 |
$ 7,500 |
| W 35th St & Between West 35th Street | $ 36 | 2,100 |
$ 6,387 |
From a strategic brokerage perspective, 580 Eighth Avenue represents a high-value opportunity within Manhattan’s transit-centric corridors, offering an ideal balance of accessibility and competitive pricing near Penn Station and the Port Authority. We view this asset as a premier choice for firms seeking modern, flexible office environments that benefit from the Garment District's ongoing revitalization and significant foot traffic. For investors and occupiers alike, the building’s location provides a distinct logistical advantage, ensuring long-term desirability and robust connectivity in one of the city's most resilient commercial hubs.
Lease 580 Eighth Avenue
Rent 580 Eighth Avenue Property Overview
| Building Address: | 580 Eighth Ave, New York NY 10018 |
| Building Alternate Address: | 580 8th Ave |
| Zip Code: | 10018 |
| Neighborhood: | Penn Plaza/Garment |
| Borough: | Manhattan |
| Stories: | 0 |
| Year Built: | 1928 |
| Building Class: | C |
| Block & lot: | 00788-0004 |
580 Eighth Avenue: A Landmark of Manhattan’s Commercial Evolution
Located at the bustling intersection of the Garment District and Midtown West, 580 Eighth Avenue stands as a premier example of New York City’s architectural transition during the early 20th century. As commercial real estate professionals navigate the competitive Manhattan market, understanding the heritage of this iconic structure provides essential context for its enduring value in the New York skyline.
Architectural Heritage and Design
Commissioned during the post-WWI construction boom, 580 Eighth Avenue was designed by the acclaimed architectural firm Gronenberg & Leuchtag. Completed in 1921, the building rises 21 stories, showcasing a sophisticated blend of Neo-Gothic and Art Deco elements that were characteristic of the era's high-rise industrial aesthetic.
The facade is noted for its intricate terra cotta detailing and strong vertical lines, designed to emphasize height and prestige. Originally conceived to serve the city’s rapidly expanding textile and fashion industries, the building features large windows and high ceilings, structural elements that remain highly sought after by modern creative and professional firms seeking authentic "loft-style" environments.
The Heart of the Garment District History
580 Eighth Avenue played a pivotal role in the northward migration of the Garment District. In the 1920s, Eighth Avenue was transformed from a residential corridor into a commercial powerhouse. This building served as a strategic hub for manufacturers, showrooms, and designers who required proximity to the Pennsylvania Station rail hub and the burgeoning transit network of Midtown.
- 1920s: The building opened its doors to high-end textile merchants, contributing to New York’s status as the fashion capital of the world.
- Mid-Century: As the district evolved, the property transitioned to accommodate a diverse array of professional services, including legal, architectural, and engineering firms.
- Modern Era: Today, the building represents a fusion of historic character and contemporary infrastructure, supporting Manhattan’s tech and media sectors.
Strategic Location and Connectivity
The enduring appeal of 580 Eighth Avenue is inextricably linked to its location. Situated just blocks from Times Square, Penn Station, and the Port Authority Bus Terminal, it offers unparalleled transit accessibility. This connectivity has historically made it a cornerstone for businesses that require regional access for talent and clients alike.
The surrounding neighborhood has undergone a massive revitalization, with the nearby Hudson Yards development and the renovation of the Moynihan Train Hall further enhancing the asset value of properties along the Eighth Avenue corridor.
Investment and Legacy
For stakeholders in the Manhattan commercial market, 580 Eighth Avenue is more than just an office building; it is a piece of the city's economic history. Its ability to adapt through a century of market cycles—from the industrial age to the digital era—demonstrates the resilience of well-located, architecturally significant real estate in New York City.
Premium Commercial Real Estate at 580 Eighth Avenue, Manhattan
Establish your business in the center of New York City’s professional pulse. 580 Eighth Avenue offers sophisticated commercial office spaces designed to meet the demands of modern industry leaders. Located in the vibrant Garment District/Midtown South corridor, this building provides the perfect synergy of historic Manhattan character and contemporary functionality.
Property Location and Alternate Addresses
Strategically positioned for maximum visibility and accessibility, 580 Eighth Avenue is a cornerstone of the Midtown Manhattan skyline. This premier commercial destination is also known by its alternative addresses (addresses aka):
- 247-251 West 38th Street
- 580 8th Avenue
Why Move Your Business to 580 Eighth Avenue?
Securing office space in this 20-story professional tower places your firm at the epicenter of New York’s transit and commerce hubs. Key advantages include:
- Unrivaled Transportation: Immediate proximity to Port Authority Bus Terminal, Penn Station, and the Times Square subway complex (A, C, E, 1, 2, 3, N, Q, R, W, 7, and S lines).
- Flexible Floor Plates: Adaptable layouts that accommodate a wide range of industries, from creative agencies and tech firms to traditional professional services and showrooms.
- Natural Light & Views: Large windows provide ample sunlight and impressive views of the Manhattan cityscape, fostering a productive work environment.
- On-Site Security: Features a professional lobby with 24/7 building access and dedicated security personnel.
The Heart of Midtown Manhattan Commerce
Choosing 580 Eighth Avenue means more than just a new office; it’s a strategic move for growth. Surrounded by world-class dining, retail flagship stores, and the burgeoning Hudson Yards district, your team will benefit from the most amenity-rich neighborhood in NYC. The building’s dual entrances on Eighth Avenue and West 38th Street offer convenient access for commuters and clients alike.
Request a Private Tour & Current Availability
As specialist commercial real estate brokers, we provide exclusive insights into the latest opportunities at 580 Eighth Avenue. Whether you are looking for a full-floor identity or a boutique suite, we can help you negotiate the most favorable lease terms in the current market.
Contact our brokerage team today to receive a customized digital brochure, comprehensive floor plans, and a market rent analysis for this property.
580 Eighth Avenue Amenities
Elevate Your Business at 580 Eighth Avenue: Premier Midtown Manhattan Amenities
Positioned at the vibrant intersection of the Garment District and Midtown South, 580 Eighth Avenue stands as a cornerstone of commercial excellence. This 21-story professional landmark offers a sophisticated environment tailored to creative agencies, tech firms, and professional service providers seeking high-performance office space in New York City.
Building Infrastructure & Security
- 24/7 Attended Lobby: Professional building staff and around-the-clock security personnel provide a secure, welcoming entrance for staff and visiting clients.
- Modernized Vertical Transportation: High-speed, renovated elevator banks ensure efficient access to all floors, minimizing wait times during peak business hours.
- Secure Access Control: State-of-the-art keycard systems allow for seamless after-hours entry, supporting the flexible schedules of modern Manhattan enterprises.
Designed for Productivity: Interior Highlights
The architectural design of 580 Eighth Avenue focuses on maximizing the utility of every square foot, providing tenants with an environment that fosters innovation and efficiency.
- Expansive Natural Light: Large oversized windows provide panoramic views of the Manhattan skyline and flood the interiors with natural light, enhancing employee wellness and productivity.
- High Loft-Style Ceilings: The building's high ceilings offer an airy, open feel that is ideal for modern open-plan layouts or creative studio configurations.
- Flexible Floor Plates: Versatile layouts accommodate a variety of needs, from high-density collaborative zones to private executive suites and conference rooms.
- Advanced Connectivity: Robust fiber-optic infrastructure and high-speed data capabilities are integrated throughout the building to support data-intensive business operations.
The Ultimate Commuter Advantage
In Manhattan commercial real estate, location is the ultimate amenity. 580 Eighth Avenue offers unparalleled proximity to New York City’s primary transit arteries, making it one of the most accessible office buildings in the city.
- Immediate Transit Access: Located just steps from the Port Authority Bus Terminal.
- Proximity to Penn Station: A short walk to LIRR, NJ Transit, and Amtrak services for regional connectivity.
- Subway Connectivity: Direct access to the A, C, E, 1, 2, 3, N, Q, R, W, and 7 lines, ensuring a convenient commute from any borough or suburb.
A Strategic Manhattan Presence
580 Eighth Avenue combines the prestige of a historic Manhattan address with the modern amenities required for 21st-century commerce. By choosing this location, businesses benefit from a high-visibility profile and a professional atmosphere that attracts top-tier talent and prestigious clientele.
Experience the fusion of convenience and professional sophistication. Contact our brokerage team today to schedule a private tour and view the latest custom-built office configurations available for your firm.
Market Intelligence: Office Leasing Activity at 580 Eighth Avenue, Manhattan
Strategically positioned at the intersection of the Garment District and Times Square South, 580 Eighth Avenue remains a high-demand destination for businesses seeking a central Manhattan footprint. As the NYC commercial landscape evolves, this 21-story tower continues to attract a diverse array of tenants, from creative agencies and technology firms to established professional services. Understanding the recent leasing trends at this location is essential for any organization looking to secure a competitive edge in the Midtown market.
Why Office Tenants are Migrating to 580 Eighth Avenue
The surge in recent lease executions at 580 Eighth Avenue can be attributed to its unparalleled connectivity. Situated just steps from the Port Authority Bus Terminal and within a five-minute walk to Penn Station, the building serves as a primary hub for firms with a workforce spanning New Jersey, Long Island, and the Westchester suburbs.
- Optimized Floor Plates: The building offers versatile layouts that accommodate both boutique startups and mid-sized corporate headquarters, allowing for high-efficiency builds and collaborative zones.
- Modern Infrastructure: Following significant capital improvements to the lobby and mechanical systems, the property meets the rigorous technological demands of modern NYC tenants.
- Exceptional Natural Light: The architectural profile of the building allows for substantial light penetration, a critical factor for tenant wellness and employee productivity.
NYC Office Market Trends: The 8th Avenue Corridor
Current market data indicates a "flight to convenience" among Manhattan office tenants. 580 Eighth Avenue has benefited from this shift, maintaining high occupancy levels while nearby submarkets fluctuate. We have observed that tenants are increasingly prioritizing buildings that offer immediate transit access and a high walkability score to local amenities, dining, and transit hubs.
Lease structures in the building have recently reflected the broader Manhattan trend of increased tenant improvement allowances and flexible lease terms. Organizations moving into 580 Eighth Avenue are often coming from higher-priced Class A buildings in Midtown East or are consolidating smaller satellite offices into a singular, highly accessible central location.
Leveraging Market Data for Your Next Office Lease
Navigating the nuances of a commercial lease at 580 Eighth Avenue requires deep market intelligence. Knowing the recent "closed-door" lease rates, work-letter contributions, and escalation clauses is the difference between a standard lease and a strategic business asset. For firms considering a move to this corridor, analyzing the tenant mix—which includes leaders in fashion, logistics, and legal services—provides insight into the professional ecosystem of the building.
Expert Tenant Representation for 580 Eighth Avenue
Are you evaluating office space opportunities at 580 Eighth Avenue or looking to renegotiate an existing lease in the Garment District? Our team specializes in uncovering off-market opportunities and leveraging real-time data to secure the most favorable terms for your business.
Contact our brokerage team today to receive a comprehensive market analysis and available inventory report tailored to your specific square footage requirements.
Internet at 580 Eighth Avenue
Connectivity and Technology Infrastructure at 580 Eighth Ave, Manhattan
In the heart of the Garment District, 580 Eighth Avenue stands as a premier destination for businesses requiring robust telecommunications and high-speed data capabilities. For modern commercial tenants—ranging from tech startups to established creative agencies—connectivity is not just an amenity; it is a critical utility. This building is engineered to support the high-bandwidth demands of today’s digital economy.
Available High-Speed Internet Providers
580 Eighth Avenue is serviced by a diverse range of Tier 1 and Tier 2 internet service providers (ISPs), ensuring redundant connectivity and competitive pricing for tenants. The infrastructure supports fiber-optic solutions, fixed wireless, and broadband services.
- Verizon Fios: Offering symmetrical high-speed fiber-optic internet with dedicated bandwidth options for enterprise-level needs.
- Spectrum Business: Providing scalable cable and fiber solutions ideal for small to medium-sized enterprises (SMEs) requiring reliable uptime.
- Pilot Fiber: Known for high-capacity, symmetrical gigabit speeds specifically tailored for tech-heavy office environments.
- Cogent Communications: Delivering dedicated internet access (DIA) over one of the largest IP networks in the world.
- Pilot & Crown Castle: Extensive fiber footprints providing diverse entry points to prevent single points of failure.
Key Infrastructure Features for Tenants
Beyond the choice of providers, 580 Eighth Avenue offers technical advantages that ensure business continuity:
- Fiber Backbone: Vertical distribution of fiber-optic cabling throughout the building allows for rapid installation and activation for new tenants.
- Redundancy: Access to multiple service providers allows firms to implement failover strategies, ensuring 99.9% uptime for cloud-based operations.
- Point of Presence (PoP): Multiple points of entry for telecommunications cabling reduce the risk of accidental outages and provide flexibility in network architecture.
Why Connectivity Matters at 580 Eighth Avenue
Located near major transit hubs like Port Authority and Penn Station, 580 Eighth Avenue is strategically positioned for businesses that value efficiency. The building’s robust digital infrastructure supports:
- Seamless Video Conferencing and VoIP services.
- High-speed data transfer for media, architecture, and engineering firms.
- Secure cloud computing and remote server access.
- Uninterrupted SaaS application performance.
Secure Your Space in a Connected Hub
As Manhattan commercial real estate continues to evolve, the demand for "smart" office space is at an all-time high. 580 Eighth Avenue meets this demand by providing the literal and figurative bandwidth required for modern business success. For detailed specifications regarding floor-specific ISP availability or to discuss how this building’s infrastructure can support your firm's growth, professional consultation is recommended to navigate the current market opportunities.
580 Eighth Avenue Access
Strategic Office Space at 580 Eighth Avenue | Manhattan Commercial Real Estate
Position your business at the center of New York City’s commercial heartbeat. 580 Eighth Avenue offers premium office opportunities for firms seeking a high-visibility address in one of Manhattan’s most dynamic business corridors. This versatile building is ideal for creative agencies, professional services, and growing enterprises looking to capitalize on a Midtown West location.
Prime Garment District Location
580 Eighth Avenue is prominently situated on the east side of Eighth Avenue, spanning the block between West 38th Street and West 39th Street. This central location places your team at the intersection of the Garment District and the Penn Plaza submarket, offering immediate access to the city’s most established business resources and a diverse array of modern amenities, from flagship retail to upscale dining.
Unrivaled Transportation Connectivity
One of the primary advantages of 580 Eighth Avenue is its world-class transit accessibility. Tenants benefit from being seconds away from major transportation hubs, making the daily commute seamless for talent residing across the tri-state area:
- Port Authority Bus Terminal: Located just two blocks north, providing direct regional access for New Jersey commuters.
- Penn Station: A short walk to the south, offering comprehensive rail links via Amtrak, Long Island Rail Road (LIRR), and NJ Transit.
- Subway Access: Immediate proximity to the A, C, and E lines at 42nd St/Port Authority and the 1, 2, and 3 lines at Penn Station.
- Times Square Hub: Easy walking distance to the N, Q, R, W, S, and 7 trains, connecting the building to every corner of the five boroughs.
Why Choose 580 Eighth Avenue?
Beyond the prestigious address, 580 Eighth Avenue provides the infrastructure necessary for modern business operations. With high ceilings, flexible floor plates, and an abundance of natural light, the building caters to the evolving needs of the New York workforce. The surrounding neighborhood is a hub of innovation, offering a rich environment for networking and professional growth.
For businesses looking to secure a strategic foothold in Manhattan, 580 Eighth Avenue represents a premier choice for accessibility and professional stature. Our brokerage team specializes in identifying high-performance spaces that align with your corporate objectives and long-term growth strategy in the NYC market.