LAST CALL: Agency duo dives into local bar scene

Ever sat in a pub and joked that you should have shares in the

place since you sink so much money into it? Meet Steve Hall and Sam

Firer, who publicize bars and restaurants for a living and believe they

have what it takes to operate an establishment of their own.

The two, who already run food and restaurant PR agency The Hall Company,

are preparing to open their own watering hole in Brooklyn named That


"I said we'd never do it," said Firer, who is aiming to bring the duo's

buzz-generating abilities to an up-and-coming Brooklyn neighborhood. The

New York City borough is "full of young people, and most places are sort

of on the retro side."

Firer wants to create the kind of local bar that people would hang out

in any day of the week. He's promising reasonably priced cocktails and a

barbecue in the garden once summer comes.

Last Call will certainly be supporting the venture when its doors open

in March, but we're wondering whether the agency's bulging database of

contacts will be hopping on the subway as well. For the sake of That

Bar's future profitability, we hope that freeloading media types stay

away and that the paying clients flood the place instead. Apart from us,

that is.

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