As the bar finds its home in Hell Square, Rubell is sensitive to how much disruption nightlife in the area can and has caused to locals. The establishments were plagued with violations and complaints, mainly because they were too loud, open too late and basically embodied all the problems nightlife was bringing to the community.ĭespite the baggage, Rubell kept fighting and finally got one of the three approved: Pretty Ricky’s. He owned Spitzer’s Corner, where Pretty Ricky’s now resides, along with other restaurants including Fat Baby and Loz Feliz.
The community board was hesitant to support new bars, especially ones associated with Shamlian, due to his controversial history with the neighborhood. “You’re not able to do that because the community board has a say in what goes into these neighborhoods.” “You might have the money to do it, you might have the best idea to push forward with it capitalized, and you’re still not able to do that,” Rubell said. However, Community Board 3 declined to support the application, fed up with the racket these late-night businesses were creating. He was good friends with previous owner Rob Shamlian, and when Shamlian moved to France, Rubell wanted to take over all three of his establishments. There are 162 active licenses in the zipcode (10002). Hell Square and all on-premises liquor licenses. New parking regulations, adjusted sanitation times and a “Night Owl” etiquette campaign aim to lessen traffic and congestion on the Lower East Side.ĭespite his stated good intentions, Rubell encountered pushback when he and his partners first tried to purchase the space for his beer bar in 2017.
The plan brings together multiple city agencies to try to solve the big problems that nightlife creates. Co-owner Darin Rubell is cousin of legendary Studio 54 owner Steve Rubell, but you won’t find velvet ropes and mobs of celebrity wannabes here he says he wants to “help the cause” of the Quality of Life Improvement Plan created by the Office of Nightlife, which went into effect Oct. 25, but it will also open its doors earlier on the weekend to welcome passersby to brunch. Its massive neon sign has been buzzing late into the night since it launched Oct. Pretty Ricky’s aims to be a mellow, comfortable hangout focusing on beer and nostalgic, “Americana” vibes. But a new beer-centric bar, Pretty Ricky’s, has entered the fray right as the City enacts a new plan to improve the quality of life in the area, and it promises to be an interesting indicator of whether nightlife and neighbors can coexist. Neighborhood activists have been pushing back against the rise of nightlife for years, and adding another watering hole hasn’t been at the top of their to-do list. The Lower East Side is notorious for its bars, noise and rising crime rates, and the 24-block section known as Hell Square has one of the highest densities of liquor licenses in New York City.
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