NEW YORK: Britney Spears recently expanded her entourage, selecting Berk Communications to serve as agency of record for the as-yet-unnamed restaurant she will open in Midtown Manhattan's Dylan Hotel later this spring.Ron Berkowitz, founder and president of Berk Communications, said his shop's top priority would be to convey that the American Brasserie - which she is launching with restaurateur Bobby Ochs - will be more Man Ray than Hard Rock Cafe.
"People's first thought is that it's going to be a theme restaurant,
he explained. "But just because Britney's involved, this isn't going to be a circus show. There will be no Britney memorabilia, no autographed shoes in the window or anything like that.
"To open a restaurant in New York City, you have to produce,
continued Berkowitz. "This is going to be a serious eatery, and a hip, sexy lounge as well."
After word of Britney's venture leaked to Crain's New York Business, Berkowitz placed an item in the March 17 edition of New York Post's Page Six. From there, the story quickly spread to media outlets ranging from local TV stations to Howard Stern's radio program.
"Britney's appeal has given us an ace in the hole before the business even opens,
said Berkowitz, whose agency also handles PR for hot boites Tao and Guastavino's. "They don't have a chef, or even a menu, and already the buzz is incredible."