Genesis showroom at 40 Tenth Ave. seeks restaurant and event permissions; board presses for limits on music, buyouts and public‑floor alcohol

Representatives for Genesis (the automaker brand) described plans for a three‑floor showroom and hospitality space at 40 Tenth Avenue to Community Board 2’s Licensing Committee. Counsel and project representatives said the venue will include a Ground‑Floor car showroom used primarily for display and public engagement, a Second‑Floor full‑service restaurant with an outdoor terrace that abuts the High Line, and a lower‑level event space intended for private events.

Why it matters

The project couples brand marketing and public hospitality in a large, 40,000+‑square‑foot space in a mixed commercial area near the High Line. Committee members and nearby stakeholders focused on how frequently the space could host private events with DJs or live music, whether alcohol service would be allowed on the Ground Floor showroom outside private events, and how live music on public floors would be limited so the venue does not “morph” into a general entertainment space.

Applicant presentation and proposed program

Donald Bernstein (counsel) and Genesis/Restaurant Associates representatives described the layout and hours: public hours proposed 10 a.m.–midnight Sunday–Wednesday and to 1 a.m. Thursday–Saturday; the outdoor terrace would close at 10 p.m. on weekdays and 11 p.m. on weekends. The lower‑level event space (seller) is intended for private events and is acoustically treated; counsel said that space would be available for events and could host DJs and amplified music without the same restrictions. The applicants proposed limiting full buyouts of all floors to 15 times per year and discussed a suggested cap on private events with DJs/live music on Floors 1 and 2 (the committee proposed 18 per year; applicants proposed 24).

Committee and neighborhood concerns

Two issues dominated the discussion:

1) Live music and amplified sound on public floors. Neighbors and committee members asked that the Ground Floor showroom and Second‑Floor restaurant not host DJs or live music when open to the public. The applicants said they proposed acoustic, unamplified live music on public floors and suggested up to eight acoustic performances monthly; the committee pressed for stricter limits. Counsel said live music in the showroom would be unamplified and intended to create a “mood of elegance” rather than a band setting; the applicants offered to end live music earlier than the final closing hour.

2) Alcohol consumption on the Ground Floor showroom. The committee sought to limit carrying alcohol and in‑showroom consumption outside of private events; the applicants agreed to modify service practices so that patrons would obtain drinks at the Second‑Floor bar rather than having wait staff circulate with drinks on the Ground Floor when the showroom is open to the public. Private events were described as permissible, but the committee sought numerical limits for events with DJs/live music and for whole‑venue buyouts.

Other clarifications

- Outdoor terrace: applicants agreed no speakers would be placed outside; terrace seating was described as roughly 45 seats (12 tables) and would be seated service with a host/hostess and monitored occupancy. - Private events: applicants said most private events would be brand‑related programming (talks, design/automotive presentations) rather than third‑party club events; committee members asked for clearer written stipulations describing the intended programming and whether third‑party buyouts would be permitted. - Hours and music timing: applicants proposed ending any live music an hour before the venue’s final closing time on the relevant night (for example, live music would end by 11 p.m. when the venue closes at midnight).

Where it stands

Committee members and applicants exchanged several stipulation proposals. The committee asked the applicants to provide a written set of agreed stipulations that (a) limit the number and type of events with DJs or amplified music on Floors 1 and 2, (b) bar outdoor speakers on the terrace, (c) restrict alcohol service on the Ground Floor to private events or require drinks be procured at the Second‑Floor bar for showroom visitors, and (d) cap full‑venue buyouts per year. No formal committee vote or final stipulation package appears in the transcript excerpt; staff and applicants agreed to draft and exchange written stipulation language.