Peter Jarema Funeral Home ad comes back from the dead on 7th and B

Top photo and new reporting by Stacie Joy

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. 

Via the NYC Municipal Archives, we found this street view from the early 1940s...

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.

There was also some thought — without much evidence — that the ad was created (or augmented) for filming 1974's "The Godfather Part II" (one of many movies and TV shows filmed at the bar). 

Here's the scene (RIP Frank Pentangelli!) shot inside and outside the bar. However, we don't see any ads on the building ...

   

Another look at the SW corner of 7th Street and Avenue B

Photo by Stacie Joy 

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. 

Decades-spanning ghost signage disappears from this East Village building

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. 

Via the NYC Municipal Archives, we found this street view from the early 1940s...

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.

There was also some thought — without much evidence — that the ad was created (or augmented) for filming 1974's "The Godfather Part II" (one of many movies and TV shows filmed at the bar). 

Here's the scene (RIP Frank Pentangelli!) shot inside and outside the bar. However, we don't see any ads on the building ...

   

Anyway, we'll continue to do some sleuthing ... maybe even from the bar, which has retained its timeless look ...

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A post shared by 7bhorseshoebar (@7bhorseshoebar)

Tuesday's parting shot

The Christmas lights outside 7B/Vazac's/Horseshoe Bar on Seventh Street and Avenue B ... (and a follow-up to Saturday night's post)...

Saturday's parting shot

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!

Filming today outside 7Bbbbbbbbbbbbbbb

Crews were out today filming scenes for "Russian Doll," an eight-episode Netflix series from Natasha Lyonne, Leslye Headland and Amy Poehler.

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...



...as Lyonne's stunt double...

Wednesday's parting shot

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...

7B train closed for repairs

If you depend on the 7B train, then you may need to find an alternative means of transportation tonight.

Eh, crews for the Amazon series "The Marvelous Mrs. Maisel" will be filming here on Seventh Street and Avenue B tonight ... and inside 7B/Vazac's/Horseshoe Bar... (the bar is closed this evening, will return tomorrow at noon).

This marks the second night of filming around here for the 1950s-era drama

H/T Dave on 7th

Reminder about that simulated explosion tonight on Avenue B

As previously noted, crews are filming scenes for "A.K.A Jessica Jones" — under the working title "Violet" — tonight on Avenue B… where there will be a simulated explosion some time between 7 p.m. and 11 p.m. for the Marvel Netflix series…

And Dave on 7th points out that Vazac's/7B/Horseshoe Bar at East 7th Street looks to be the lucky recipient of the FX this evening …





Previously on EV Grieve:
Please never mind the explosion tomorrow night on Avenue B

What East Village bar has the oldest liquor license?

[Photo by James and Karla Murray]

OK, the photo gives it away, of course.

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.

Holiday happenings at 7B

Early this morning, we spotted some of the holiday decorations arriving at 7B/Vazac's/Horseshoe Bar ... and since then, there has been plenty of progress in the annual trimming of the bar on Avenue B at East Seventh Street...

EVG regulars Riley McCormick and Riian Kant-McCormick share these photos...





No word if any bartenders were injured during the decorating festivities...



Previously on EV Grieve:
The 7B days of Christmas the holidays

[Updated] Check out the line to get into Lonnegan's on Avenue B!

[Photo by EVG reader John]

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!

In recent years, 7B has also been called The Bushwhack (!!!!) for "Smash" …

[Photo by Dave on 7th]

Lehane's Tavern for some show called "Golden Boy" …

… the intersection was also moved for "Law & Order: Criminal Intent" …

[Photo by Bobby Williams]

Updated 9:41 p.m.

The NYPD had to dispatch the SWAT team to Lonnegan's a little later when they ran out of $3 cans of Coors Light…


[Photo today by Bobby Williams]

Previously on EV Grieve:
7B in the movies

The 7B days of Christmas the holidays

7B/Vazac's/Horseshoe Bar at the corner of East Seventh Street and Avenue B is always looking festive in this season of being more festive than usual.

7B in the movies

[Paul Newman in The Verdict]

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.

Watch a vintage Miller Lite commercial filmed at Vazac's

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!

Thanks to @VaughnVance for finding this.

Vazac's in the early morning

Seventh and B...

TV show love outside Vazac's

"Golden Boy" cast members Theo James and Bonnie Somerville (yes, we looked it up) on Seventh Street and Avenue B today. The incoming CBS NYPD-related drama about the two best looking detectives in history filmed all over the place today... or so it seemed.

Photo by Bobby Williams.

First look at Lehane's Tavern on Seventh Street and Avenue B

A new TV crime drama titled "Golden Boy" is filming around the neighborhood today ... including scenes at Vazac's, the old-reliable location for TV and movie locations...

Looks like the fake bar sign for the shoot reads "Lehane's Tavern." (I don't recall seeing that name on the upcoming CB3/SLA docket. Haha.)

Photos by Bobby Williams.

Noted

Spotted at Vazac's, Seventh Street and Avenue B.

Later.

A sidewalk shed exits outside Vazac's

[Sunday]

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).

Several residents noted that the sidewalk shed looked rather wobbly, and the DOB quickly slapped a Stop Work Order on the address in early April for lack of proper permits.

Not sure if any work was ever done on the building. The city eventually issued permits, which pointed to "remedial repairs."