The ad for the Peter Jarema Funeral Home on the north-facing wall at 108 Avenue B and Seventh Street is dead.
Long live the ad for the Peter Jarema Funeral Home on the north-facing wall at 108 Avenue B and Seventh Street!
Yesterday morning, workers replaced the new ad (as of February) for the longtime East Village business with one for Coca-Cola and the Marvel Universe.
During exterior renovations last June (first reported here), workers sandblasted away the former ad for the funeral home that's on Seventh Street between Avenue A and First Avenue.
The decades-spanning ad touted "Air Conditioned Chapels," and there was a smaller sign for "Vazac Hall Catering" (and "Fine Food"), a nod to the business before the current and longstanding tenant Vazac's/the Horseshoe Bar/7B.
The mystery executive behind putting the Jarema banner back on the wall told the Post in February that the ad would come down this month... but may return during slower time periods.
In a surprising move on Friday, workers put up a new ad for the Peter Jarema Funeral Home on the north-facing wall at 108 Avenue B and Seventh Street.
During exterior renovations last June (first reported here), workers sandblasted away the former ad for the funeral home that's on Seventh Street between Avenue A and First Avenue.
According to work permits on file with the Department of Buildings, the landlord had approved plans to remove the "deteriorated metal cornice" and "build up and maintain existing brick parapet."
Here is the result of that work last summer...
The decades-spanning ad touted "Air Conditioned Chapels," and there was a smaller sign for "Vazac Hall Catering" (and "Fine Food"), a nod to the business before the current and longstanding tenant Vazac's/the Horseshoe Bar/7B... (photo below by Stacie Joy from 2019)...
I reached out to Danny Buzzetta, the owner/managing director of Peter Jarema.
He figured the old ad had been there for at least 60 years and still featured the phone number listed as OR 4-2568 (letters representing 6 and 7 with the known constant of the 212 area code).
Buzzetta said that someone affiliated with the restoration contacted him last year, saying that after the building finished the brickwork, he wanted to put up a new sign as an ode to an East Village "legacy" business. (We're still determining if this was someone from the landlord, Gibraltar Management Company, or the contractor. We're chasing down that lead now.)
"Honestly, I was shocked because I was very upfront that I don't have the money to pay for this, and as appreciative as the thought was, I never actually thought it was going to happen," Buzzetta said. "But lo and behold, here we are!"
We previously tried to figure out how long the ad was here. As we understand it, the corner bar dates to the mid-1930s. The funeral home was established in 1906, per its website.
As far as we can tell, the ad is for Treadway Shoes (at 67 Avenue B?). A 1980s photo from the Municipal Archives shows the funeral home ad in place, though it's obviously older than that, given the presence of the dated telephone exchange.
Late last week, workers removed the sidewalk bridge from outside 108 Avenue B, the 5-story building on the SW corner of Seventh Street that houses longstanding tenant Vazac's/the Horseshoe Bar/7B.
As we noted in early June, workers took down the scaffolding and construction netting ... revealing a restored exterior — and some notably absent previous features...
The faded ad for the Peter Jarema Funeral Home on the next block of Seventh Street with the allure of "Air Conditioned Chapels" and a smaller sign for "Vazac Hall Catering" (and "Fine Food") a nod to the business before the current iteration of the bar...
According to work permits on file with the Department of Buildings, the landlord had approved plans to remove the "deteriorated metal cornice" and "build up and maintain existing brick parapet."
Since the June reveal, we've heard from many readers and residents who were sad to see the ghost signage go. (And as we said, the bar's interior retains its timeless charm.)
Read our previous post here for more background on the building and its history.
The neighborhood's most prominent ghost ad has vanished.
In recent days, workers removed the scaffolding and construction netting at 108 Avenue B, the 5-story building on the SW corner of Seventh Street. (Thanks to Dave on 7th for the initial tip!)
According to work permits on file with the Department of Buildings, the landlord had approved plans to remove the "deteriorated metal cornice" and "build up and maintain existing brick parapet."
Here is the result of that work...
Now gone: the faded ad for the Peter Jarema Funeral Home on the next block of Seventh Street with the allure of "Air Conditioned Chapels" and a smaller sign for "Vazac Hall Catering" (and "Fine Food") a nod to the business before the current and longstanding tenant Vazac's/the Horseshoe Bar/7B... (photo below by Stacie Joy from 2019)...
So how old was this signage? As we understand it, the corner bar dates to the mid-1930s. The funeral home was established in 1906, per its website.
As best as we can tell, the ad is for Treadway Shoes (at 67 Avenue B?). A 1980s photo from the Municipal Archives shows the funeral home ad in place, though it's obviously older than that given the presence of the OR 4-2568 telephone exchange.
The Christmas lights went up today outside 7B/Vazac's/Horseshoe Bar on Seventh Street and Avenue B (will check back for this view later) ... thanks to EVG reader Emily Reese for the photo!
The comedy series follows Lyonne (pictured above) "on her journey as the guest of honor at a seemingly inescapable party one night in New York," per Hollywood Reporter.
Derek Berg caught this scene outside Vazac's/7B/Horseshoe Bar on Avenue B and Seventh Street...
The holiday lights have arrived (as of Sunday) outside 7B/Vazac's/Horseshoe Bar on Seventh Street and Avenue B ... photo via Bobby Williams this evening...
Anyway, some interesting research via I Quant NY, who examined the data on New York State's open data website.
A few things from the post:
The oldest recorded NYC license in the dataset belongs to the Harmonie Club on E 60th St in the Upper East Side, though you have to be a member to enjoy a drink there. It dates to 1933. The oldest beer license is for Nathan’s Famous in Coney Island, which dates back to 1934. And the oldest liquor store license is from 1941, and it belongs to North End Wine and Liquor in the Bronx.
And in the East Village, the oldest license belongs to Vazac's/7B/Horseshoe Bar, which dates to 1948.
But what about, say, McSorley's?
Per I Quant NY:
Note that this does not mean these are in fact the oldest bars or restaurants, but rather the oldest with a single continuous liquor license and a proper start date on record.
McSorley's has changed hands a few times, he explains, the last being in 1977, when the state issued a new license.
Oh, just another shoot at Vazac's/7B/Horseshoe Bar today … here at East Seventh Street and Avenue B where the CBS show "Unforgettable" is filming… at Lonnegan's!
A reader shared this video... a fan of 7B/Vazac's posted the clip on Vimeo last December... a montage showing the various TV shows/movies filmed at the bar on Avenue B and East Seventh Street through the years...
... it includes classics such as "The Godfather Part II" ... "The Verdict" ... "Serpico" ... and some crap like "What Happens In Vegas" ... regardless, a perennial shoo-in for Best Supporting Bar.
Hey, it's former NFL greats Bubba Smith and Dick Butkus in a Miller Lite spot from 1984 ... filmed at Vazac's/7B/Horsehoe Bar (whatever you prefer) ... Anyway! Less filling!
A few readers have pointed out that workers removed the sidewalk shed outside the Horseshoe Bar/Vazac's/7B on the corner of Seventh Street and Avenue B on Saturday ... workers erected it in late March, fueling speculation that, perhaps, the four-story Peter Jarema Funeral Home ad ... ("air conditioned chapels") with its old exchange "OR4-2568" might get painted over (for whatever reason).
On Friday evening, workers arrived to start putting up a sidewalk shed around the perimeter of the Horseshoe Bar/Vazac's/7B here on the corner of Seventh Street and Avenue B...
There aren't any permits on file via the DOB website just yet... so we don't know what type of work will be done here...
[Matt LES_Miserable from yesterday]
Dave on 7th, who took the photo below, thought that the Seventh Street side of the shed might be a little crooked...
And the main topic of conversation... Depending on what's happening here ... perhaps this is the end of what's left of the four-story Peter Jarema Funeral Home ad ... ("air conditioned chapels") with its old exchange "OR4-2568."
[EVG]
As Ephemeral New York points out, Peter Jarema opened in 1906, and the copy on the wall says that they've been in business for more than 60 years, which dates the ad to the 1960s... in any event, we always hate to see little pieces of history like this wiped away...