NOTICE of RELIANCE 3 - JM V Cortina.Pdf(178143 Bytes ) PETITIONER EXHIBITS RELIANCE 3 -3A-3V -3 of 3.Pdf(3220811 Bytes )

Trademark Trial and Appeal Board Electronic Filing System. http://estta.uspto.gov ESTTA Tracking number: ESTTA1074933 Filing date: 08/14/2020

IN THE UNITED STATES PATENT AND TRADEMARK OFFICE BEFORE THE TRADEMARK TRIAL AND APPEAL BOARD Proceeding 92070438 Party Plaintiff 142 Mercer Street, LLC, John F. McDonald Correspondence ANTHONY A LOPRESTI Address LOPRESTI PLLC 134 SPRING STREET, STE 502 NEW YORK, NY 10012 UNITED STATES Primary Email: [email protected] 646-490-0065

Submission Plaintiff's Notice of Reliance Filer's Name Anthony A. LoPresti/ Filer's email [email protected] Signature /Anthony A. LoPresti/ Date 08/14/2020 Attachments NOTICE OF RELIANCE 3 - JM v Cortina.pdf(178143 bytes ) PETITIONER EXHIBITS RELIANCE 3 -3A-3V -3 OF 3.pdf(3220811 bytes )

IN THE UNITED STATES PATENT AND TRADEMARK OFFICE BEFORE THE TRADEMARK TRIAL AND APPEAL BOARD

In re Registration of DAVID CORTINA

Mark: LURE FISH HOUSE Reg. No.: 4,608,249

JOHN F. MCDONALD; and 142 MERCER STREET, LLC d/b/a LURE FISHBAR,

Petitioners, CANCELLATION NO. 92070438

DAVID CORTINA,

Registrant/Respondent.

PETITIONERS’ NOTICE OF RELIANCE 3: NOTICE OF RELIANCE ON INTERNET MATERIALS AND PRINTED PUBLICATIONS REFLECTING MEDIA COVERAGE OF LURE FISHBAR

Pursuant to 37 C.F.R. §§ 2.120 and 2.122, Petitioners John F. McDonald and 142 Mercer

Street, LLC, by and through their undersigned counsel, hereby give notice of reliance upon the following materials attached as Exhibits to rebut the alleged defenses of Registrant/Respondent raised in the Trial Declaration of David Cortina, and the materials submitted in Respondent’s

Notice of Reliance No. 1 and Notice of Reliance No. 2:

Exhibit Source Date Document Name Relevance

3A https://ny.eater.com/2012 Date of “New York’s 15 Evidencing the /9/25/6542059/new- Publication: Most Iconic priority of yorks-15-most-iconic- 9/25/2012 Dining Rooms” Petitioners’ dining-rooms NY Eater marks; evidencing the Exhibit Source Date Document Name Relevance

Date strength and Accessed: fame of Petitioners’ 7/1/2020 LURE FISHBAR marks 3B https://nypost.com/2004/ Date of “ABSOLUTELY Evidencing the 09/09/absolutely-fashion- Publication: FASHION- priority of TASTIC – Petitioners’ tastic-insiders-guide-to- 9/9/2004 the-hottest-faces-places- INSIDERS’ marks; of-fashion-week/ GUIDE TO THE evidencing the Date HOTTEST strength and Accessed: FACES & fame of PLACES OF Petitioners’ 8/12/2020 FASHION LURE WEEK” NY Post FISHBAR marks 3C https://www.timeout.com Date of “Back-to-school Evidencing the /new-york- Publication: lunch suggestion priority of kids/restaurants/back-to- 9/22/2004 from NYC chefs” Petitioners’ school-lunch-suggestion- Time Out marks; from-nyc-chefs evidencing the Date of strength and Access: fame of Petitioners’ 8/12/2020 LURE FISHBAR marks 3D https://www.nytimes.co Date of “Lure Fishbar” Evidencing the m/2004/09/24/dining/lure Publication: New York Times priority of -fishbar.html 9/24/2004 Petitioners’ marks; evidencing the Date of strength and Access: fame of Petitioners’ 7/1/2020 LURE FISHBAR marks 3E https://nypost.com/2004/ Date of “Go Fishbar” NY Evidencing the 12/15/go-fishbar/ Publication: Post priority of 12/15/2004 Petitioners’ marks;

2 Exhibit Source Date Document Name Relevance

evidencing the strength and Date of fame of Access: Petitioners’ 8/12/2020 LURE FISHBAR marks 3F https://www.nytimes.co Date of “Fish That’s Raw, Evidencing the m/2005/01/12/dining/fish Publication: but Never priority of Undressed” New Petitioners’ -thats-raw-but-never- 1/12/2005 undressed.html York Times marks; evidencing the Date of strength and Access: fame of Petitioners’ 8/12/2020 LURE FISHBAR marks 3G https://ny.eater.com/2006 Date of “Plywood Report Evidencing the /5/2/6823703/plywood- Publication: John McDonald priority of report-john-mcdonald- 5/2/2006 Edition: Lure Petitioners’ edition-lure-fishbar- Fishbar, Back in marks; back-in-business Business” Eater evidencing the Date of NY strength and Access: fame of Petitioners’ 8/12/2020 LURE FISHBAR marks 3H https://www.thrillist.com Date of “Lure Fishbar” Evidencing the /eat/lure-fishbar Publication: Thrillist priority of 5/5/2006 Petitioners’ marks; evidencing the Date of strength and Access: fame of Petitioners’ 8/12/2020 LURE FISHBAR marks 3I https://www.glamour.co Date of “Hey, it’s Alec Evidencing the m/story/lunch-date-alec- Publication: Baldwin!” priority of baldwin Glamour Petitioners’

3 Exhibit Source Date Document Name Relevance

1/1/2007 marks; evidencing the strength and Date of fame of Access: Petitioners’ LURE 8/12/2020 FISHBAR marks 3J NY Daily News Date of “On a roll” NY Evidencing the Daily News priority of (Print) Publication: Petitioners’ 5/22/2011 marks; evidencing the strength and fame of Petitioners’ LURE FISHBAR marks 3K The Wall Street Journal Date of “Power Scene in Evidencing the Soho” Wall Street priority of (Print) Publication: 3/7/2012 Journal Petitioners’ marks; *Also available at: evidencing the https://www.wsj.com/arti strength and cles/SB10001424052970 fame of 20345860457726582317 Petitioners’ 6763432 LURE FISHBAR marks 3L https://newyork.cbslocal. Date of “10 Best Evidencing the com/top- Publication: Restaurants to priority of lists/manhattans-10-best- 7/30/2013 ‘Power Lunch’” Petitioners’ resturants-to-power- CBS News marks; lunch/ evidencing the Date of strength and Access: fame of Petitioners’ 7/1/2020 LURE FISHBAR marks 3M https://www.businessinsi Date of “The 21 best Evidencing the der.com/best-power- Publication: restaurants for a strength and

4 Exhibit Source Date Document Name Relevance

lunch-spots-in-new-york- 1/12/2016 power lunch in fame of city-2016-1 New York City” Petitioners’ Business Insider LURE Date of FISHBAR Access: marks 8/12/2020 3N https://www.imdb.com/n Date of Josh Capon IMDB Evidencing the ame/nm3707394/ Access: Filmography strength and fame of 7/9/2020 Petitioners’ LURE FISHBAR marks 3O http://www.joshcapon.co Date of Josh Capon Press Evidencing the m/press.php Access: strength and 8/12/2020 fame of Petitioners’ LURE FISHBAR marks 3P https://www.miamiherald Date of “NYC's Lure Evidencing the .com/miami- Publication: Fishbar opening in strength and com/restaurants/article22 12/18/2012 November at fame of 5675555.html Loews Miami Petitioners’ Beach” Miami LURE Date of Herald FISHBAR Access: marks; evidencing 8/12/2020 regional expansion of use of the LURE FISHBAR marks 3Q https://miami.eater.com/2 Date of “NYC's Lure Evidencing the 012/12/19/6505607/nycs- Publication: Fishbar Docking at strength and lure-fishbar-docking-at- 12/19/2012 the Loews in fame of the-loews-in-2013 2013” Eater Petitioners’ Miami LURE Date of FISHBAR Access: marks; evidencing

5 Exhibit Source Date Document Name Relevance

8/12/2020 regional expansion of use of the LURE FISHBAR marks 3R https://ny.eater.com/2012 Date of “John McDonald Evidencing the /12/18/6505883/john- Publication: & Friends strength and Opening Lure fame of mcdonald-friends- 12/18/2012 opening-lure-fishbar-in- Fishbar in Miami” Petitioners’ miami Eater New York LURE Date of FISHBAR Access: marks; evidencing 8/12/2020 regional expansion of use of the LURE FISHBAR marks 3S https://www.miaminewti Date of “Lure Fishbar to Evidencing the mes.com/restaurants/lure Publication: Open at Loews strength and -fishbar-to-open-at- 12/20/2012 Miami Beach fame of loews-miami-beach- Hotel” Miami Petitioners’ hotel-6577060 New Times LURE Date of FISHBAR Access: marks; evidencing 8/12/2020 regional expansion of use of the LURE FISHBAR marks 3T https://www.si.com/eats/ Date of “How to Eat Your Evidencing the 2017/08/24/us-open- Publication: Way Through the strength and tennis-2017-food-guide- 2017 U.S. Open” fame of flushing-meadows 8/24/2017 Sports Illustrated Petitioners’ LURE Date of FISHBAR Access: marks; evidencing the 8/13/2020 good will built

6 Exhibit Source Date Document Name Relevance with the public through Petitioners’ marks 3U https://metsinsider.mlblo Date of “Food at Citi: Evidencing the gs.com/food-at-citi-bash- Publication: Bash Burger” Mets strength and Insider fame of burger-83ac37232cab 6/7/2017 Petitioners’ LURE Date of FISHBAR Access: marks; evidencing the 8/13/2020 good will built with the public through Petitioners’ marks New York Daily News Date of “Come to their Evidencing the (Print) Publication: Cabernet” priority of 1/22/2012 Petitioners’ marks; evidencing the strength and fame of Petitioners’ LURE FISHBAR marks NYO Magazine Date of “Lunch at Lure” Evidencing the (Print) Publication: priority of 5/1/2011 Petitioners’ marks; evidencing the strength and fame of Petitioners’ LURE FISHBAR 3V marks

https://nymag.com/nymet Date of “Hooked” New Evidencing the York Magazine priority of ro/food/reviews/restauran Publication: t/10441/ Petitioners’ 11/17/2004 marks; evidencing the

7 Exhibit Source Date Document Name Relevance

Date of strength and Access: fame of Petitioners’ 7/1/2020 LURE

FISHBAR marks https://ny.eater.com/2007 Date of “Lure Fishbar Evidencing the Engineers a priority of /1/8/6820073/lure- Publication: fishbar-engineers-a- Chicken Club” Petitioners’ chicken-club 1/8/2007 Eater NY marks; evidencing the strength and Date of fame of Access: Petitioners’ 7/1/2020 LURE FISHBAR marks https://www.newyorker.c Date of “Lure Fishbar” Evidencing the The New Yorker priority of om/magazine/2004/11/08 Publication: /lure-fishbar Petitioners’ 11/1/2004 marks; evidencing the strength and Date of fame of Access: Petitioners’ 8/13/2020 LURE FISHBAR marks

https://nypost.com/2012/ Date of “NYC’s best hard- Evidencing the

07/11/nycs-best-hard- Publication: boiled tails” NY priority, boiled-tails/ Post strength, and 7/11/2012 fame of Petitioners’ LURE Date of FISHBAR Access: marks 7/1/2020 https://perezhilton.com/ta Date of “Lindsay Lohan Evidencing the Spotted Leaving A strength and 3V g/lure_fishbar/#.VZ0x6i Access: S4kdU 7/8/2015 Bar With Her fame of Sobriety Coach! Petitioners’ Something Fishy LURE Is Going On!” FISHBAR Perez Hilton.com marks

8 Exhibit Source Date Document Name Relevance

https://www.cosmopolita Date of “Here’s What Evidencing the n.com/entertainment/cele Publication: Happens When strength and bs/news/a35055/fan- You Try to Sneak fame of sneaks-photo-of-emma- 1/7/2015 a Photo of Emma Petitioners’ stone-andrew-garfield/ Stone and Andrew LURE Garfield” FISHBAR Date of Cosmopolitan marks Access: 8/13/2020 https://www.vogue.com. Date of “Blake Lively Evidencing the au/fashion/news/blake- Publication: didn’t need strength and lively-didnt-need- maternity fame of maternity-clothes-emma- 1/9/2015 clothes; Petitioners’ stone-photobombs- Emma Stone LURE fellow-diner/news- photobombs FISHBAR story/a9523c044bf1a73d Date of fellow diner” marks 1a857e58ee27b2ea Access: Vogue 8/13/2020 https://www.usmagazine. Date of “Emma Stone, Evidencing the com/celebrity- Publication: Andrew Garfield strength and news/news/emma-stone- Catch Fan Taking fame of andrew-garfield-catch- 1/8/2015 Their Picture, Do Petitioners’ fan-taking-their-pic- Amazing LURE photobomb-201581/ Photobomb” US FISHBAR Date of Weekly marks Access: 8/13/2020

https://www.nytimes.co “Sleight of Hand Evidencing the Date of m/2011/09/28/dining/the- Publication: With Your priority of foodie-magician-sleight- Dinner” The New Petitioners’ of-hand-with-your- 9/27/2011 York Times marks;

dinner.html?_r=0 evidencing the strength and Date of fame of Access: Petitioners’ 7/8/2015 LURE FISHBAR marks 3V https://www.forbes.com/ Date of “Celebrate Evidencing the National Lobster priority of sites/lisamogensen/2012/ Publication: 06/13/celebrate-national- Day With Not- Petitioners’ lobster-day-with-not- 6/13/2012 Your-Average marks; your-average-crustacean- Crustacean evidencing the creations/#32c972a292cb Creations” Forbes strength and

9 Exhibit Source Date Document Name Relevance

Date of fame of Access: Petitioners’ LURE 7/8/2015 FISHBAR marks https://www.nytimes.co Date of “Keeping It Local” Evidencing the m/2010/12/09/fashion/09 Publication: The New York priority of close.html Times Petitioners’ 12/8/2010 marks; evidencing the strength and Date of fame of Access: Petitioners’ 7/8/2015 LURE FISHBAR marks

https://www.tmz.com/20 Date of “LINDSAY Evidencing the LOHAN strength and 13/04/09/lindsay-lohan- Publication: deposition-fish-sushi-los- FISH CRAVING fame of angeles/ 4/9/2013 Chooses Sushi Petitioners’ Over Deposition” LURE TMZ FISHBAR Date of marks Access: 8/13/2020

https://www.rachaelraysh Date of “Chef Josh Evidencing the Capon's 'Always strength and ow.com/backstage/16179 Publication: _Chef_Josh_Capon_Alw & Never' Kitchen fame of ays_Never_Kitchen_Tips 11/29/2013 Tips” Rachael Ray Petitioners’

Show LURE FISHBAR Date of marks Access: 7/8/2015

https://people.com/celebr Date of “Emma Stone and Evidencing the Andrew Garfield strength and ity/emma-stone-and- Publication: 3V andrew-garfield- Photobomb a fame of photobomb-a-sneaky- 1/8/2015 Sneaky Fan” Petitioners’ fan/ People LURE FISHBAR marks

10 Exhibit Source Date Document Name Relevance

Date of Access: 8/13/2020

https://cnneatocracy.wor Date of “5@5 Up your Evidencing the burger ante” CNN priority of dpress.com/2011/09/05/5 Publication: 5-up-your-burger-ante/ Petitioners’ 9/5/2011 marks; evidencing the strength and Date of fame of Access: Petitioners’ 8/13/2020 LURE FISHBAR marks

https://www.womensheal Date of “What Wine Evidencing the Experts Drink: strength and thmag.com/food/g19968 Publication: 776/affordable-summer- The 6 Best fame of wines/ 5/1/2013 Summer Wines” Petitioners’ Women’s Health LURE FISHBAR Date of marks Access: 8/13/2020 https://ny.eater.com/map “The 38 Essential Evidencing the Date of s/the-38-essential-new- Publication: New York strength and york-restaurants-july-12 Restaurants, July fame of 7/3/2012 '12” Eater New Petitioners’

York LURE FISHBAR Date of marks Access: 8/13/2020

https://ny.eater.com/2013 Date of “Josh Capon Will Evidencing the Host a TV strength and /10/2/6360837/josh- Publication: 3V capon-will-host-a-tv- Cooking fame of cooking-competition 10/2/2013 Competition” Petitioners’ Eater New York LURE FISHBAR Date of marks Access:

11 Exhibit Source Date Document Name Relevance

8/13/2020 http://www.refinery29.co Date of “20 Soho Evidencing the m/best-soho- Access: Restaurants We strength and restaurants#slide-8 Can’t Live fame of 7/8/2015 Without” Petitioners’ Refinery29 LURE FISHBAR marks https://www.imdb.com/n Date of “Josh Capon – Evidencing the ame/nm3707394/bio?ref Access: Biography” IMDB strength and _=nm_ov_bio_sm fame of 7/9/2020 Petitioners’ LURE FISHBAR marks

Petitioners submit that the above-identified exhibits, and copies of the same submitted herewith, are available to the general public and identify the date of publication and/or the date accessed.

Dated: August 13, 2020

Respectfully submitted,

LOPRESTI, PLLC

By: /s/ Anthony A. LoPresti Anthony A. LoPresti

55 Broadway, Ste. 311 New York, New York 10006 (646) 490-0065 [email protected]

Attorneys for Petitioners John F. McDonald and 142 Mercer Street, LLC d/b/a Lure Fishbar

CERTIFICATE OF SERVICE

I hereby certify that a true and complete copy of PETITIONERS’ NOTICE OF RELIANCE 3: NOTICE OF RELIANCE ON INTERNET MATERIALS AND PRINTED PUBLICATIONS REFLECTING MEDIA COVERAGE OF LURE FISHBAR has been served on Registrant/Respondent DAVID CORTINA by forwarding said copy on August 13, 2020 via email at [email protected] to:

Angela Small Booth Law Offices of Angela Small Booth 143 Figueroa Street, Suite 14 Ventura, CA 93001 805-765-5413 [email protected]

/s/ Anthony A. LoPresti Anthony A. LoPresti Date: August 13, 2020

13 Josh Capon Will Host a TV Cooking Competition - Eater NY 8/13/20, 7:33 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00090 EXHIBIT 3V

NEW YORK

Josh Capon Will Host a TV 7 Cooking Competition

by Marguerite Preston Oct 2, 2013, 10:00am EDT

Spike TV just gave the greenlight for its very first cooking competition show, and they've picked chef Josh Capon of Lure Fishbar, El Toro Blanco, and B&B Winepub to be the starring judge. The show, called Frankenfood, will pit "local amateur food innovators" in head-to-head competitions to "get their unexpected food concoctions onto the menu of a popular local restaurant" and win $10,000 in the deal. Capon tells Eater National that some classic examples of said "frankenfoods" might be Reuben sandwiches, Beef Wellington,

https://ny.eater.com/2013/10/2/6360837/josh-capon-will-host-a-tv-cooking-competition Page 1 of 2 CANCELLATION NO. 92070438 Josh Capon Will Host a TV Cooking Competition - Eater NY 8/13/20, 7:33 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00091 peanut butter cups, and Chipwiches. Or to put it in hip, modern terms, these are the potential "next Cronuts" of America.

Besides judging, Capon will also spend time in the contestants' kitchens, learning how they make their dishes. Joining him in the judging will be Philadelphia-based actor/restaurateur Tony Luke Jr. and a rotating panel of "culinary experts." The ten-episode series will be shot in cities across the country, and is slated to premiere in spring of 2014. · Spike TV Greenlights Frankenfood With NYC's Josh Capon [~EN~] · All Coverage of Josh Capon [~ENY~]

El Toro Blanco FOURSQUARE

https://ny.eater.com/2013/10/2/6360837/josh-capon-will-host-a-tv-cooking-competition Page 2 of 2 CANCELLATION NO. 92070438 Burger & Barrel’s Owner on His Mercer Street Empire - The New York Times 7/8/15, 12:19 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00092 EXHIBIT 3V

FASHION & STYLE | UP CLOSE Keeping It Local

By ALEX WILLIAMS DEC. 8, 2010 IF a person’s happiness is inversely proportional to the length of his commute, then John McDonald might be the most contented guy in his downtown Manhattan neighborhood. The buttery-smooth scene-maker’s kingdom includes two restaurants, a style magazine and a celebrity-filled bar — all based on the same street where he lives. “It’s one block, one street: Mercer between Houston and Prince,” Mr. McDonald said proudly.

His latest venture, Burger & Barrel, opened six weeks ago and is the rare burger joint where you could drop $295 on a bottle of Marcassin pinot noir. It is roughly 100 paces from MercBar and the City magazine offices, 30 paces from Lure Fishbar, and 150 paces from his loft, stylishly furnished with pieces by Paul Frankl and Mies van der Rohe.

In short, his might be the most compact theme park in the city. It’s certainly the easiest to keep tabs on. Mr. McDonald, 42, can check in on all his businesses in little more time than it takes to fire a patty to medium-well, and still make time to catch up with old friends like the chef Jean-Georges Vongerichten, whose office is just around the corner.

“You live in New York City, but if you manage to isolate your path and your circle, it really does become like a strange village-type lifestyle,” said Mr. McDonald (above) between bites of cheeseburger smothered in caramelized-onion- and-bacon jam.

http://www.nytimes.com/2010/12/09/fashion/09close.html Page 1 of 4 CANCELLATION NO. 92070438 Burger & Barrel’s Owner on His Mercer Street Empire - The New York Times 7/8/15, 12:19 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00093 That’s if your village is peopled only with boldface names, jet-setters and the cultural elite.

“Kyle!” Mr. McDonald yelled, after spotting Kyle MacLachlan, the actor, who came by for lunch with his wife, Desiree Gruber, an executive producer of “Project Runway.” “You got the little guy with you?” Mr. McDonald asked, referring to the couple’s toddler son, Callum.

“No, he was fading,” the actor said. The two chatted, then settled on dinner plans.

It was Mr. McDonald’s ease with the cool crowd that formed a foundation for his career. Although he was raised in Phoenix, Mr. McDonald found himself running with a fashionable crew shortly after landing in New York, as an undergrad at Columbia in the late 1980s.

Through friends of his older sister, Mia, who had been a Ford model in the mid-’80s, he had gotten to know a coterie of tastemakers a decade or more his senior — André Balazs (who was then married to Katie Ford), Serge Becker, Eric Goode, the designer Campion Platt — on visits to the city. Eventually they adopted him as a kind of kid brother, and Mr. McDonald found himself taking long study breaks at the club M.K. or the white-hot restaurant 150 Wooster, surrounded by models.

One night, he recalls ending up at a table with Mike Tyson, Iman and Naomi Campbell at Florent at 5 a.m. “I always say, being naïve and being lucky was how it started,” Mr. McDonald said.

While Mr. Balazs and Mr. Platt labored to open the Mercer hotel — Chateau Marmont East — in the early ’90s, Mr. McDonald was looking for a foothold of his own. He found it in a small garage next to the hotel, which he and Mr. Platt converted into MercBar. There, he put into practice the lessons of his extracurricular upbringing — namely, seeding an upstart venue with the right people. You create a clubhouse for the members of Duran Duran, in other words, and the fashion crowd will follow. http://www.nytimes.com/2010/12/09/fashion/09close.html Page 2 of 4 CANCELLATION NO. 92070438 Burger & Barrel’s Owner on His Mercer Street Empire - The New York Times 7/8/15, 12:19 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00094 He followed the same formula at Lever House, which he opened in 2003 with Josh Pickard and turned into a power-lunch spot for media figures like Martha Stewart and Mort Zuckerman. In similar fashion, Lure Fishbar has become the Michael’s for the downtown Web crowd. The reservation list for lunch last week included officers of Gawker Media, The Huffington Post, CollegeHumor and DailyCandy.

Mr. McDonald also learned the value of personal vision and style. Canteen, which predated Lure in the same space, was a high-flying “cafeteria” that he opened at the height of the ’90s boom, with an eye-popping design by Marc Newson that featured lots of oranges and browns in a retro-modern décor. And Lure Fishbar evokes a teak-walled yacht cabin that seems seaworthy enough to make one reach for a Dramamine.

Nevertheless, Mr. McDonald waves off the notion that you can sustain a business by catering to any single scene. “Nothing that is successful is one- dimensional,” he said. “People say, ‘What’s the crowd?’ The crowd is just busy, that’s what you want. What’s the crowd at Balthazar? It’s the greatest crowd ever, because it’s always crowded.”

Burger & Barrel was still filling up on a recent soggy Tuesday afternoon, its second week open for lunch. Before slipping on a black Prada raincoat and vanishing into the squall, Mr. McDonald paused to show off the restaurant’s interior: dark walnut paneling, mismatched vintage chairs and 1960s-style lamps that call to mind a Palm Springs diner from the Sinatra years.

Reinforcing the burger joint’s clubby vibe is a shelf of empty wine bottles, autographed by famous friends who’ve stopped by so far. It’s Mr. McDonald’s version of the celebrity portraits at Sardi’s. On one bottle of Bordeaux, you could almost make out the scribbles of Heidi Klum and Seal.

Such Mercer Street regulars were precisely whom he had in mind when he pounced on the space, following the shuttering of its previous occupant, Centovini, earlier this year. The building represented the northern flank of his empire, after

http://www.nytimes.com/2010/12/09/fashion/09close.html Page 3 of 4 CANCELLATION NO. 92070438 Burger & Barrel’s Owner on His Mercer Street Empire - The New York Times 7/8/15, 12:19 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00095 all.

“I don’t want to see someone else, territorially speaking, get in on what I consider my home court,” he said. “Why would I let someone else sneak in?”

A version of this article appears in print on December 9, 2010, on page E10 of the New York edition with the headline: Keeping It Local.

http://www.nytimes.com/2010/12/09/fashion/09close.html Page 4 of 4 CANCELLATION NO. 92070438 Lindsay Lohan -- Why Couldn't I Make the Deposition? I Really Wanted Fish 8/13/20, 7:12 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00096

People Who Refuse COVID- #TBT To Kirby From Jake Paul's Raided Home Joey King vs. Hunter King Nick Cannon Says He's Not 19 Vaccine Could Be BarredNEWS ‘ProjectSPORTS X’ ... See Her VIDEOSHosts Sloppy BoxingPHOTOS Match, ... Who'dWATCH You Rather?! TMZ SuingSEARCH Viacom Over 'Wild 'N from Work and Schools Hottest Shots! COVID Nightmare! (Sexy Sisters Edition) Out'

Lindsay Lohan -- Why Couldn't I Make the Deposition? I Really Wanted Fish LINDSAY LOHAN FISH CRAVING Chooses Sushi Over Deposition

4/9/2013 6:00 AM PT

https://www.tmz.com/2013/04/09/lindsay-lohan-deposition-fish-sushi-los-angeles/ Page 1 of 10 CANCELLATION NO. 92070438 Lindsay Lohan -- Why Couldn't I Make the Deposition? I Really Wanted Fish 8/13/20, 7:12 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00097 MOST POPULAR

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It's finally clear why Lindsay Lohan blew o! her deposition in L.A. yesterday ... she REALLY wanted sushi.

Lohan was spotted in New York last night ... walking into Lure Fishbar on Mercer Street ... famous for its fresh, raw fish selection.

We broke the story ... hours before her fish dinner, LiLo no-showed for the scheduled depo on the other side of the country ... in a lawsuit filed by a paparazzo who claims Lindsay's assistant hit him with her car and put him in the hospital.

Lindsay's attorney had told the pap's lawyers that she couldn't get in touch with Lohan -- but it's probably because she wasn't looking in the right fish joint.

https://www.tmz.com/2013/04/09/lindsay-lohan-deposition-fish-sushi-los-angeles/ Page 2 of 10 CANCELLATION NO. 92070438 lure ﬁshbar News and Photos | Perez Hilton 7/8/15, 10:22 AM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00098

Controversy • Instagram • Bill Cosby • Breakups • Kourtney Kardashian Newsletter Signup EXHIBIT 3V ...search

PerezHilton CocoPerez Kourtney K Ben & Jen Tyga Bill Cosby PerezTV

All tag results for lure fishbar

All sites Tyga Responds To The New Cheating Lindsay Lohan Spotted Leaving A Bar With Her Sober Allegations Surrounding Those D*ck Pics! Coach! Something Fishy Is Going On!

Filed under: Lindsay Lohan • Photos! • New York

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http://perezhilton.com/tag/lure_ﬁshbar/#.VZ0x6iS4kdU Page 1 of 5 CANCELLATION NO. 92070438 lure ﬁshbar News and Photos | Perez Hilton 7/8/15, 10:22 AM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00099

Gasp! Lindsay Lohan was caught going into a bar!

Well, technically it was a fishbar, but uh hello, where do you think the phrase "drink like a fish" originated from?

LiLo was spotted chowing down on some quality seafood with some friends at Lure Fishbar in New York City on Tuesday.

Allegedly, escorting her as a member of her pod was her sober coach. Lindsay, we clap for your good behavior like a trained seal! AWR AWR!

This is coming on the heels of reports that Lindsay's old habits were dying hard, as she was seen partying it up for New York Fashion Week this weekend.

But maybe with her sober coach by her side, she can finally say "fin" to her debauchery! We hope he's keeping her dry on land!

[Image via PGsb7/Santiago Baez/Ramey Pix.]

Tags: food, friends, lindsay lohan, lunch, lure fishbar, new york, nyc, photos!, seafood, sober coach

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Bethenny Frankel Spending Time With HOT Business Partner Post-Divorce!

Filed under: SIGHting • Love Line • Bethenny Frankel • Joe Manganiello

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Brody Jenner Talks Kourtney Kardashian & Scott Disick's Breakup! Gives His Opinion On The Questionable Pics AND The Couple's Past!

Paula Deen Is Back In Hot Water For Brownface Photo! What Other Celebrity Scandals Did We Never See Coming??

Tyga Reportedly Sent D*ck Pics To Transgender Model -- But His Lawyer Is Firing Back!

Kanye West Takes Over Scott Disick's Dad Duties After Split With Kourtney Is that Joe Manganiello with Bethenny ??! Kardashian!

Oh, no that's just Bethenny's business partner, ! http://perezhilton.com/tag/lure_ﬁshbar/#.VZ0x6iS4kdU Page 2 of 5 CANCELLATION NO. 92070438 lure ﬁshbar News and Photos | Perez Hilton 7/8/15, 10:22 AM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00100

Ok, we won't jump to conclusions or anything about their romantic involvement, but Matt is undeniably GOR-GEOUS.

The twosome were spotted on a brisk walk in New York yesterday after having lunch meeting at Lure Fishbar.

Even if we're not saying these guys are a couple, they DEFINITELY should consider The View's Nicolle it. Wallace Apparently Doesn’t Think Raven Just take some more time to recover from your divorce Bethenny and we're sure Symoné Is All That that tall, dark, and handsome man will be MORE than willing to treat you right. Famous! Read About Their HIGHlariously... [Image via Splash News.]

Tags: bethenny frankel, business partner, joe manganiello, lunch meeting, lure fishbar, matt hesse, new york city, romance Donald Trump Continues To Defend His Nasty Comments About Mexico Permalink / 12 comments / Email this » & Says 'Infectious Diseases Are Pouring Across' -- But That's...

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Justin Bieber Bares His Whole Butt While Vacationing In Bora Bora!

Kourtney Kardashian & Scott Disick: Through The Years

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CANCELLATION NO. 92070438 Lure Fishbar Engineers A Chicken Club - Eater NY 7/1/20, 2:58 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00104

EXHIBIT 3V

NEW YORK

Lure Fishbar Engineers A Chicken Club

by Ben Leventhal Jan 8, 2007, 6:09am EST

The theme for today is restaurant survival. All day long, we'll be running items on venues that have, for one reason or another, out-lived their expected life span or Deathwatch sentence. We may obsess over a venue's demise now and then, to be sure, but we can certainly appreciate a good survival story as much as the next guy.

A visit to the dining room of Lure Fishbar in the summer of 2005 would have revealed a restaurant on the verge of something, perhaps concept revision followed by closure. It wasn't empty, but it sure as hell wasn't full -- a delicate state of affairs for a venue paying dearly for its choice Mercer and Prince Street location and trying to recoup the costs of its pricey nautical-themed interior build out. But, then, in the winter of 2006 came the Great Prada Fire, which, miraculously, saved Lure. They got to close and retool on their insurance company's dime.

Upon their re-opening, not only had the added a full sushi bar -- always a Soho crowd pleaser -- but John McDonald and his chef Josh Capon had come up with a very serious burger (now a genuine draw), to complete one of the more versatile menus in town. Now,

https://ny.eater.com/2007/1/8/6820073/lure-fishbar-engineers-a-chicken-club Page 1 of 3 CANCELLATION NO. 92070438 Lure Fishbar Engineers A Chicken Club - Eater NY 7/1/20, 2:58 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00105 they're at it again, this time with the Lure Crispy Chicken Club (marinated chicken breast, lightly fried, crispy bacon, american cheese, lettuce, tomato and mayo).

"This sandwich started out as something Josh [Capon] would make just for me, yet soon, friends who tried it insisted on ordering it when they returned," John tells Eater. "Sometimes you just can’t beat the classics. Nothing better than a toro scallion roll followed by one of these sandwiches for lunch."

Like the Lure Burger, the chicken sandwich has fast food genes, namely, those of the Wendy's Spicy Chicken Sandwich. Necessity, once again, being the mother of invention.

Photo by the Kalina.

TOP ARTICLES 1/5

For All Its Whimsy, ‘Crazy Delicious’ Can’t Escape Reali… READ MORE

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CANCELLATION NO. 92070438 KWWSVZZZQHZ\RUNHUFRPPDJD]LQHOXUHÀVKEDU NYC’s best hard-boiled tails 7/1/20, 4:25 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00107

LIVING NYC’s best hard-boiled tails

By Steve Cuozzo July 11, 2012 | 4:00am

https://nypost.com/2012/07/11/nycs-best-hard-boiled-tails/ Page 1 of 4 CANCELLATION NO. 92070438 NYC’s best hard-boiled tails 7/1/20, 4:25 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00108

Lowcountry has a claw-riﬁc lobster boil with Cajun-ﬂavored corn, potatoes, sausage, shrimp and a crustacean topper. Jonathan Bskin

You love lobsters but not enough to pay $50 for a humongous specimen that’s too chewy, too much and too lonely on a platter with nary a crumb else.

But many restaurants o!er generous prices on lobsters that are best for taking normal-size bites (1 to 2 pounds) and pair them with fun sides such as corn, clams and even wine.

https://nypost.com/2012/07/11/nycs-best-hard-boiled-tails/ Page 2 of 4 CANCELLATION NO. 92070438 NYC’s best hard-boiled tails 7/1/20, 4:25 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00109 You need to save your appetite for slower nights of the week when they’re o!ered, usually Sunday and/or Monday. This summer, gently priced crustaceans — the Maine/Atlantic kind, not cheap “tail” common in surf-n-turf — are not only abundant, they’ve crawled into such unlikely locations as the hip Dream Downtown Hotel and “society” bistro Swifty’s.

I tried four of the best bargains with all the “shore” trimmings:

LOWCOUNTRY, 142 W. 10th St., 212-255-2330. * * * *

This friendly Southern-themed spot is o!ering up our cup of summer tea: a $32 lobster boil on Sunday and Monday nights that comes with luscious shrimp, andouille sausage, corn, potatoes and cornbread. Chef Oliver Gift’s blend of palate-popping Cajun spices permeated everything in the pot, down to the kernels — and elevated Lowcountry’s feast to the peak of our picks.

Too much for one but a bit skimpy for two, it’s easily enough for both of you if you add one appetizer and/or a side — like authentic Charleston-style grits ($12).

CARMINE’S, 2450 Broadway, 212-362-2200. * * *

Swifty’s lobster of a deal includes wine and dessert. (Gabi Porter) The “family-style” Italian-American trattoria o!ers a $50 “clambake” Monday and Tuesday nights year-round. The gargantuan platter includes two 1-pound broiled lobsters, six baked clams, a dozen mussels, a choice of pasta, vegetables and roasted potatoes.

Unlike the other places, the lobsters had to be cracked open — a task that usually leaves this klutz with ﬁnger cuts — but the waiter cheerfully did it for us.

Garlic lovers/haters alert: Carmine’s lays it on heavy. It lurked in the lobsters and kissed everything around it. Vampires, beware.

Claw meat was sublime, farfalle pasta al dente. But mussels didn’t lend themselves well to the oreganata treatment. Fresh green beans and carrots made up for the lumpy polenta.

SWIFTY’S, 1007 Lexington Ave., 212-535-6000. * * * 1/2

Swifty’s Sunday night deal is the priciest but may be the best bargain of all: $90 for two includes two whole 1 1/4-pound lobsters, a choice of starters, ice cream and a bottle of eminently drinkable wine. (Pinot Grigio was available, but we chose Grayson Cellars 2010 Merlot, grape- full yet soft enough not to overwhelm the main event.)

The house says chef Stephen Attoe’s lobsters are best grilled. But we asked for them steamed, and they emerged sweet and tender. They came with fresh corn chowder, splendid house slaw and routine fries.

MARBLE LANE, 355 W. 16th St. (Dream Downtown Hotel), 212-229-2559. * * 1/2

Yup, a shore-style pigout in the white-hot Dream Downtown’s lobby steakhouse. Sunday night lobster boil includes 1 1/4-pound lobster, steamer clams, andouille sausage, red bliss potatoes, sweet corn and cornbread for $32.

The lobster was chewier and less sweet than others I tried but fair enough for the package and the price. The other items served in the black kettle were ﬁrst-rate.

Although not quite enough for two, one order is more than plenty when ordered with one of Marble Lane’s well turned-out starters — such as anchovy-heaven Caesar salad ($15) and crab cakes ($18). https://nypost.com/2012/07/11/nycs-best-hard-boiled-tails/ Page 3 of 4 CANCELLATION NO. 92070438 NYC’s best hard-boiled tails 7/1/20, 4:25 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00110 Strangely, the lobster feast isn’t listed on the menu — waiters are supposed to tell you about it.

Among other places o!ering lobster feasts:

DITCH PLAINS, 100 W. 82nd St., 212-362-4815, and 29 Bedford St., 212-633-0202. “Surfer Sunday and Monday”: Starting at 4 p.m., $30 for 1 1/2-pound baked lobster, corn on the cob, sausage, potatoes, cole slaw and old bay aioli. Wash it down with $4 draft beer.

ED’S CHOWDER HOUSE, 44 W. 63rd St. (Empire Hotel), 212-956-1288. Chef Ed Brown delivers a remarkably priced lobster bake every night of the week. Available for two at $26 per person, it includes a 2-pounder, corn, slaw, scallops, shrimp and potatoes.

ED’S LOBSTER BAR ANNEX (unrelated to Ed’s Chowder House), 25 Clinton St., 212-777-7370. Sunday lobster boil for $34 includes mussels, steamers, potatoes, onions, slaw and a glass of sauvignon blanc.

FISHTAIL BY DAVID BURKE, 135 E. 62nd St., 212-754-1300. Sunday Lobster Louie — a $39 prix-ﬁxe featuring two lobster courses.

LURE FISHBAR, 142 Mercer St., 212-431-7676. New England-style lobster boil for $45 includes 1 1/4-pound steamed lobster, clams, mussels, shrimp, corn, potatoes and bacon-cheddar cornbread.

MERMAID INN and MERMAID OYSTER BAR (three locations). Sunday night “Lobsterpaloooza” boasts 1 1/4-pound lobster, potatoes and corn on the cob for $24.

FILED UNDER FOOD, 7/11/12

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CANCELLATION NO. 92070438 ‘The Foodie Magician’ and His Tableside Sleights of Hand - The New York Times 7/8/15, 12:17 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00112

DINING & WINE Sleight of Hand With Your Dinner

By JEFF GORDINIER SEPT. 27, 2011 “DO you have a favorite restaurant in New York?” Josh Beckerman asked Jason King. “Yes or no? Think of it in your head.”

The scene was Lure Fishbar, in SoHo, on a bustling Tuesday night this month. Mr. King was sitting in a booth with a couple of friends, gearing up for dinner. Mr. Beckerman, a 31-year-old product of Long Island who bills himself as “the foodie magician,” was standing at the edge of their table in a T-shirt that proclaimed his passion for bacon. He was staring into Mr. King’s eyes.

The two men had never met, and Mr. Beckerman appeared to have no clue that Mr. King was the 39-year-old chief executive of Studioality, a company that has designed Web sites for scores of restaurants, including the Red Cat, the Mermaid Inn, Schiller’s Liquor Bar and Pulino’s.

Mr. Beckerman asked Mr. King to jot down the name of his favorite place. Mr. King did so, discreetly, and tucked the piece of paper away. Then Mr. Beckerman asked, “When was the last time you were at this restaurant?”

“Six months ago,” Mr. King said.

Mr. Beckerman maintained the steady gaze of a mind reader. “The restaurant you have in your head is Asian,” he said. “Am I right?”

“You’re not wrong,” Mr. King said.

http://www.nytimes.com/2011/09/28/dining/the-foodie-magician-sleight-of-hand-with-your-dinner.html?_r=0 Page 1 of 5 CANCELLATION NO. 92070438 ‘The Foodie Magician’ and His Tableside Sleights of Hand - The New York Times 7/8/15, 12:17 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00113 Mr. Beckerman kept studying his subject’s poker face. “Is it Momofuku?” the magician asked. “Yes or no?”

“Yes,” Mr. King said, calmly flabbergasted. “You got it. I don’t know how you did it.”

Mr. Beckerman has, by now, mystified hundreds of New York diners with this trick. Over the past year or so, he has become a nightly presence at restaurants across the city. Go out often enough and the foodie magician will materialize at the edge of your table like a lone mariachi clenching a deck of Duane Reade playing cards.

“I’m out every night,” he said. “All I do is eat and entertain. All I spend money on is food. I can’t stay home. I get too antsy.”

Mr. Beckerman, who lives in Midtown Manhattan, makes money as a professional magician at corporate parties, charity events, weddings and bar mitzvahs, but his conversational currents tend more toward the realm of Anthony Bourdain than David Blaine. Naturally, this being the 21st century, he presides over a blog, called NYC Foodie, which chronicles his adventures in eating. He has a thing for burgers. “The lamb burger at the Breslin is one of the best burgers in New York,” he said. “I get turned on just by looking at a menu.”

He views his nocturnal excursions as an opportunity for brand expansion. “Every time I leave my apartment, it’s like an investment,” he said.

He had dropped into Torrisi Italian Specialties the night before, and the Dutch the night before that. He has chowed down at the John Dory 9 or 10 times and has grown rather fond of its oyster pan roast.

“I’ve done magic in the kitchen of Daniel on a Friday night,” he said. “A four- star restaurant. I felt bad for the customers because they’re trying to eat, and the chefs are watching me do magic.”

On the surface, the prospect of having one’s repast hijacked by a wayfaring

http://www.nytimes.com/2011/09/28/dining/the-foodie-magician-sleight-of-hand-with-your-dinner.html?_r=0 Page 2 of 5 CANCELLATION NO. 92070438 ‘The Foodie Magician’ and His Tableside Sleights of Hand - The New York Times 7/8/15, 12:17 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00114 wizard sounds like a recipe for a ruined date, but night after night, table after table, Mr. Beckerman gets away with it. In his nebbishy, never-had-a-girlfriend way, he can be unexpectedly transfixing. Only once, he said, has he been asked to stop — by a Manhattan bartender who wasn’t hip to his tricks.

“There’s a fine line between entertaining and annoying,” said Josh Capon, the chef at Lure Fishbar, where Mr. Beckerman is enough of a regular that he’s on a first-name basis with the whole staff. “You’ve got to be careful with customers. The truth is, he’s very good. Even if you’re not interested, he’ll blow you away. And I’m not afraid to walk up and tell him, ‘O.K., you’re done.’ ”

Jeremy Spector, the chef and owner of the Brindle Room in the East Village, said that, when Mr. Beckerman comes in, “he’s always really respectful.”

“He’s good enough to know when he’s crossing the line,” Mr. Spector said. “It’s not like I have to say, ‘Hey, Josh, leave these people alone.’ ”

There’s no denying that Mr. Beckerman, who majored in business at Bucknell University and started performing at fraternity parties, has developed a well- practiced deftness with card tricks.

He can make a card levitate or materialize on the bottom of a customer’s shoe. He often asks a customer to grab his or her wallet and pull out a random piece of currency. Then, within seconds, Mr. Beckerman will flip through a deck of cards and extract four whose numbers precisely match the last four digits of the bill’s serial number, in order.

But his signature trick is the one in which he seems to pluck the name of a favorite New York restaurant from a person’s brain. He did it when he first met Mr. Capon; the choice was Casa Mono. And with Mr. Spector, too: Lupa.

“He was dead-on,” Mr. Spector recalled.

Once, when Mr. Beckerman was on hand at SD26, one of the owners of the restaurant, Marisa May, decided to throw him a telepathic curveball. “I love this

http://www.nytimes.com/2011/09/28/dining/the-foodie-magician-sleight-of-hand-with-your-dinner.html?_r=0 Page 3 of 5 CANCELLATION NO. 92070438 ‘The Foodie Magician’ and His Tableside Sleights of Hand - The New York Times 7/8/15, 12:17 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00115 Vietnamese restaurant down in Chinatown, which is like a hole in the wall — Thai Son,” she said. The foodie magician was not thrown off by this relative obscurity.

“I don’t know how he knew that,” Ms. May said.

The Beckerman routine is pretty straightforward. Toward twilight, as he starts to grow hungry, he heads out. He sits by himself, building up confidence until he’s ready to pounce. “Usually I roll solo,” he said at Lure, taking quick sips of a spicy pomegranate margarita called the Dulce Caliente. “I’ll have a drink, get a little buzz. After we have one more drink, I will entertain everyone at the bar. It just flows.”

At least a few chefs seem to view that flow as an evening enhancer worth capitalizing on. “Yes, we’re fine dining, we want everybody to enjoy the food,” Ms. May said. “But remember, in the restaurant world now, everybody wants to be entertained.” In that spirit, she recalls dispatching Mr. Beckerman to Lance Armstrong’s table at her family’s elegant old San Domenico restaurant on Central Park South, where he did card tricks for at least an hour and a half.

Hustling for tips isn’t part of Mr. Beckerman’s operating procedure, although chefs and bartenders do seem more than willing to slip him free cocktails and appetizers in exchange for his pro bono legerdemain. At Lure, one of the managers dropped by his table, pointed to a plate and said, “Make these crab cakes disappear.”

Before long, Mr. Capon took a swing by his booth and gave him a nudge. “I’ve got a table from Prada over there,” the chef said.

After a few more bites Mr. Beckerman jumped to his feet and stood next to Kevyn Jennings, a smartly dressed personal shopper for Prada; Eric Chelman, an art dealer from the Franklin Bowles Gallery in SoHo; and two friends of theirs from Switzerland.

“Happy Fashion Week, people!” Mr. Beckerman exclaimed. “I’m the foodie magician!”

http://www.nytimes.com/2011/09/28/dining/the-foodie-magician-sleight-of-hand-with-your-dinner.html?_r=0 Page 4 of 5 CANCELLATION NO. 92070438 ‘The Foodie Magician’ and His Tableside Sleights of Hand - The New York Times 7/8/15, 12:17 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00116 This was a cool quartet, friendly enough, sure, but stylishly muted in a way that suggested they might not be easily impressed. By the end of Mr. Beckerman’s flurry of card tricks, though, all four were gasping and shouting with surprise.

“You’re a genius,” Mr. Jennings said.

Mr. Beckerman wasn’t apt to disagree. Back at his table, waiting for a cheeseburger and a bowl of tempura shrimp to arrive, the foodie magician hinted at even bigger tricks and transformations to come.

“Just so you know?” he said. “I’m the real deal.”

A version of this article appears in print on September 28, 2011, on page D1 of the New York edition with the headline: Sleight of Hand With Your Dinner.

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The 38 Essential New York Restaurants, July '12 by Greg Morabito Jul 3, 2012, 9:00am EDT

It's time to update the Eater 38, your answer and ours to any question that begins, “Can you recommend a restaurant?” This highly elite group covers the entire city, spans myriad cuisines, and collectively satisfies all of your restaurant Map dataReport ©2020 a map Google error https://ny.eater.com/maps/the-38-essential-new-york-restaurants-july-12 Page 1 of 28 CANCELLATION NO. 92070438 The 38 Essential New York Restaurants, July '12 8/13/20, 7:32 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00118 needs, save for those occasions when you absolutely must spend half a paycheck. Every couple of months, we'll be adding pertinent restaurants that were omitted, have newly become eligible (restaurants must be open at least six months), or have stepped up their game.

This time around, after much reflecting and poring over reader emails and comments, Maialino is swapped for Hearth, which is still awesome after all these years. Although Marea is one of New York's great modern restaurants, it's getting dropped because of its price tag, and replaced by the excellent Legend in Chelsea. And, Ippudo in the East Village is nudged out to make way for Thai gem Ayada in Queens.

Note: Restaurants on this map are listed geographically.

https://ny.eater.com/maps/the-38-essential-new-york-restaurants-july-12 Page 2 of 28 CANCELLATION NO. 92070438 The 38 Essential New York Restaurants, July '12 8/13/20, 7:32 PM PETITIONERS EXHIBITS 3A-3V [RELIANCE 3] 00119

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7. Lure Fishbar

142 Mercer St Visit Website New York, NY 10012

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