An aesthetically pleasurable archive of Dutch History, The Vander Ende-Onderdonk House.

A table supported by pistons made of oak, stands next to six-by-six window panels, casting sunshine upon inhabitants dressed in colonial Dutch formal wear. Those who enter are welcomed quite warmly and encouraged to take an interest in New York’s historical roots.

Linda Monte, the president of the Vander Ende-Onderdonk House organization, values the principles of hospitality and education for those ignorant to their neighborhood’s roots.

The Vander Ende-Onderdonk House holds Dutch history within its walls. It remains in its place supported by a small group of Ridgewood natives seeking to educate others of the Dutch presence surrounding them. This is a presence that commonly goes unrecognized to Ridgewood’s many inhabitants.

“We’re speaking English,” Monte said, “But the Dutch really founded New York. Their influence is still really prevalent but nobody realizes it so there was this whole movement to enhance everyone’s understanding of the Dutch. We’re essentially a part of that movement.”

The house was built in 1709 and functioned as a Dutch farmhouse during the colonial era. After being owned by several different owners and remodeled into a factory, Monte and head curator, Richard Asbell, bought the house as a means of preserving the history of Ridgewood through various educational tours and events. The organization collects an annual $20,000 from the state and the city to remain stable and flourish. Additionally, the House receives donations and charges entry fees for its various tours.

“This is the oldest house in all of Ridgewood,” Monte added, “We almost lost it because the previous owner stopped paying taxes.”

Monty expressed that while the house has flourished under her capable leadership, the house did not have the same presence until Asbell joined in 1999.

“The feeling you get when you come here is that of a typical Dutch home in the 18th century,” Asbell said of the house’s appearance, “It wasn’t like this 14 years ago when I came here,  but I worked that yard and conditioned these floors,” he added with a tone of pride and accomplishment as he polished a 18th century vase.

Among all of the authentic visuals within the Vander Ende – Onderdonk House, The only area that is off limits to the public is the “Victorian Room”. The room contains an authentic dining room as well as a late 18th century clock that chimes every hour.

“The Victorian room over there”, Asbell said, “It’s modeled in the period of 1860 and every thing in there is authentic. That Clock in the corner there is the oldest piece in this home. It’s a late 18th century clock,” he added.

“We had photographs of this room during the depression”, Monte added, “They realized that they were losing the history of America so they went and took photos of things like these.”

“There are people who’d love to tear down everything we have worked for,” Asbell said, “That rifle there was used in the American Civil War and I feel like using that on a few board members”, Asbell jokingly added.

In addition to the many sights and services that the Home provides, as well as city funding, wedding ceremonies remain the most profitable.

“We put up a tent in the summertime,” Monte explained, “We rent that out for weddings and we’re currently booked all the way into next year. That is a big dollar.”

“These walls hold something important to me,” Lauren Montclaire,  a 42-year-old Ridgewood Native, said of the home. Montclaire has been visiting the house for the last few months.

“The city tore down the Ridgewood Theatre and wanted to turn it into a shopping center,” Montclaire added, “I feared the same may happen here. There is little appreciation for history, it’s just awful.”

While Monte and Asbell remain positive for the future, Asbell stresses his fear that he will not accomplish all he hopes to in his lifetime.

“I just turned 76,” Asbell said, “I’ve enjoyed doing this. I hope to get the attic all cleaned up and turn it back into the bedroom it once was. I fear that won’t happen in my lifetime.”

Community Service Background & Questions

InnerForce

After school, seasonal, and summer program for students ages 6-13 (1^st-9^th grade)

Extended-day Program, Monday-Friday, 3:00-6:00pm

Summer Program, (2) Four week Programs, Monday-Friday, 7:00am-6:00pm

Services include: Homework Tutor Time, Math, Science and Engineering Program, Science, Language Arts, Chess, Dance, and Music

InnerForce Tots

Early childhood education programs for children ages 0-5

Divided into three segments: Infants, toddlers, and preschool (ages 3-5)

Additional Information

3 sites located in Brooklyn, NY. Bedstuy, Flatbush, and Downtown Brooklyn.

They charge a weekly fee due on every Monday (no set amount; determined on a case by case basis). Have the right to dismiss a child if payment is not received by the Thursday.

They also offer a scholarship to low income families and works on a sliding scale (based on one’s ability to pay).

Questions

In your history, you say you created InnerForce “in response to city wide school closures and overwhelming achievement gaps within New York City’s public schools.” Was there a particular situation in which you witnessed in the NYC public schools that reassured your decision to create InnerForce?

How do the multiple sites communicate and interact with one another? Is there a set system in place?

How are the remaining costs compensated for families who receive the scholarship?

Have you experienced any budget cuts and how has it affected your program?

What is the ratio of students receiving a form of scholarship to students paying full price? Has that affected the organization financially? Has this created a divider between students/parents in the organization?

In the parent partnership agreement, you have a list of responsibilities for parents to agree to. This list ensures the parents participation in the child’s educational development. Have you encountered a situation where a parent didn’t stick to this agreement? How did you handle this?

How has the changing demographics in the neighborhood affect your student/parent base?

Despierta-a Representation of LIC Culture through Apparel

“We were hanging out one day, just chilling, drawing, painting on canvases,” John Alicea, 22, said as he was toying around with Illustrator, a design program, on his Mac computer, “Then we just thought, why don’t we all put our artistic abilities together to create a brand out of it.”

Alicea, along with Jonathan Lopez, Rashad Farrakhan, and Omar Guerrero, all of whom are 24 years old, created Despierta, one of the latest street-wear companies to come out of Long Island City.

“It took us about two years to actually become a company,” said Alicea, who is a current advertising and communications student at CUNY City-Tech, “At first we were called ‘Wake Up Inc’ but people kept thinking we were a tattoo parlor.” Despierta, which actually means, “wake up” in spanish, became an official LLC in 2013. Since then they have collaborated with skateboard shops, rappers, and videographers. “Despierta is something that we do every single day, you see things that open your mind, you’re always waking up,” Farrakhan interjected while flashing a row of gold teeth.

Most people who have opened a small business will tell you that it is not easy. “We all are trying to eat,” Farrakhan said with a discouraged grin, referring to the vast competition in the street-wear industry. “Money is a big factor. We all have jobs on the side   to support the company.” Alicea added. Since the business began they have made progress. “We used to sell about one to two items a month, through word of mouth,” Lopez said. “Now we sell a couple of items a week, through our website as well.”

Money is not the only issue of concern to Despierta. “It’s about consistency, and trying to remain relevant.” Alicea said, as if he revealed the secret to success. “Also keeping up with the trends of what people want, and appealing to your audience.” With younger people claiming that street-wear giants like Supreme and Stussy are appealing less to them, this task could prove to be difficult for any new start-up.

Complex Magazine described New York City as the “intersection of hip-hop, high fashion, and a cultural melting pot,” making it highly susceptible to emerging street-wear companies. With New York-native brands like Obey and Mishka having flourished on a national level, street-wear has become a prominent aspect of not only New York’s underground hip-hop and skate scene, but the mainstream one as well. “We want this to be more than just clothing; this is going to be a lifestyle brand.” Farrakhan said in the Long Island City apartment which doubles as Despierta’s headquarters.

As the designers for their brand, the member’s individual lifestyles have played a major role in influencing their art and design. “We are definitely a product of our environment,” Alacea said, “We all come from different street sub-cultures within New York City and we want to incorporate all of these styles into one. Despierta is like that street in New York City, where it smells like a bakery, and then two feet later it smells like garbage.”

Like many street-wear brands, Despierta is heavily influenced by graffiti and street art. In this case, the members were inspired by their own art as well as art throughout Long Island City, like the  iconic 5Pointz building. 5Pointz was an outdoor, 200,000-square-feet art exhibit, easily viewed from the 7 Train commute. Establishing L.I.C. as the graffiti Mecca of the world, 5Pointz not only attracted artists from around the glo be but several musical artists as well, including Doug E. Fresh, Kurtis Blow, Grandmaster Kaz, Mobb Deep, Joan Jett, and Joss Stone. As of one year ago, however, the building has been white-washed, so the members find inspiration elsewhere. “We get together every Thursday and go to galleries and try to find inspiration for new projects. There’s also free beer sometimes,” Alicea said with a laugh.

However, when most people get involved with graffiti, there is usually a reason. “My dad is an artist. I remember him drawing, and then me adding to it, so there was a special bond there. Eventually graffiti was introduced,” said Lopez, who is a tattoo artist on the side. “For me, skating and graffiti was escapism. The people I was with became my surrogate family,” Farrakhan, whose mother left at the age of six, said. Currently, creating food is one of his escapes, since he is a Thai-food chef for a Brooklyn restaurant during the weekdays.

Broken homes and troubled childhoods did not get in the way. Their motivation is to help the next generation. “We definitely want to start a project where we give back to the community,” Alicea said optimistically, “We’d like to do workshops with children, to teach them what we know about art or computer programs.”

Despierta is also a believer in supporting neighborhood businesses to facilitate their economic growth, “I’d rather work with people locally,” Lopez said, “We like working with the mom and pop shops around Sunnyside. We get to meet the owners and really get to know them and build relationships with them.”

In the future, Despierta hopes to expand into a consulting and a design firm. “We want to build a foundation for helping other artists as well, especially small brands and small companies.” Lopez said. It appears the sky is the limit for Despierta.

On one side of Pelham Parkway in the Bronx lies a kosher deli that is struggling to stay open because of skyrocketing rent. On the other side, stands an Italian owned pizzeria that continues to thrive and serve the community. It is true that owning the property can help a small business get by, but business owners still face difficulties.

The owner of La Pentola, an Italian pizzeria and restaurant, Filippo Tortora knows a little something about the struggles of being a small business owner. “When we opened the pizzeria, a lot of the people in charge were unhappy that we were opening another pizzeria. I told them to be happy that we spent half a million of dollars to build the neighborhood up,” he said.

Tortora makes it clear that his success rests on his ownership of the property. “The rents are too high for businesses and unless you’re lucky and your family owns the property, like us, then it is very hard for small businesses to stay open,” he said.

There are numerous businesses around the surrounding area that are not fortunate enough to own their space. Such a business is the kosher deli Delicious on Lydig, which is one that serves the very few remaining Jews in the community. They are struggling to pay their rent and are therefore asking for donations on gofundme.com in the hopes of raising $30,000. “It’s hard and even though there are not as many Jews around, they should still have the opportunity to eat food they like,” Tortora said.

Just like the kosher deli, Tortora’s business has gone through countless obstacles from its very beginnings to now. “I had no experience in this company. I started from zero. I had experience in the food business, specifically the tomato business back in Italy, but nothing like this,” he said.

Tortora’s beginnings started in the small town of Pompeii in Naples, Italy, where his parents were in the tomato business. The family business was called Giovanni Tortora, named after his father, and it was successful until the year 1983. “After 1983, there was a nuclear explosion in Russia that affected the soil and the agriculture, and this is when corruption started in Italy,” he said.

The Italian then immigrated to America where he began to make a better life for himself. “At first I had an opportunity to open a McDonald Express and even a Dunkin Donuts. But at the time, I had no papers, so I needed someone to help me. I was already thinking of the next step, but I had no one to support my view.”

This lost opportunity didn’t stop Tortora from pursuing the pizzeria. In just one month, Filippo came up with a menu, changed the canopy, and came up with a name. “Coming up with a name was a difficult time for me. Salt and pepper? Olive oil? I thought of a name related to food. But how do we cook? And then I said, la pentola, which means “the pot” in Italian. I dedicated this to my aunt who was part of the covenant for 45 years.”

From the time La Pentola opened in 2006 to now in 2014, Tortora has faced many hardships that small business owners can relate to, especially in the food business. “In the Bronx, labor and workers are not easy to find. Unfortunately, you don’t find enough Italian chefs who know about the food from Italy,” he said.

In fact, according to the latest Bureau of Labor Department statistics, 23.2 percent of the workers in the food business are Hispanic or Latino. “It can be difficult because not all, but a lot of the workers, like to drink and party and they sometimes do not show up for work. This is a big problem not only for me, but for a lot of people in the food business,” Tortora said.

Another problem that Filippo has dealt with is the New York City Department of Health and Mental Hygiene. With their new addition of letter grades for restaurant inspection, they have become very strict on what should and shouldn’t be done when operating a restaurant. “The Health Department is another problem. Some people who work there do not have too much knowledge of what they are doing,” Tortora said.

Tortora made it clear that the department is all in it for the money. “In the fruit store and the candy store, eggs are allowed to be outside. They only get a slight warning. But when they come in the pizzeria, they give a $550 fine and I need to throw out the eggs,” he said.

Tortora suggested that the Health Department should investigate how the eggs were transported instead of stressing their temperature at any given moment. ” If you want to be an inspector, you need to see how the eggs are transported and if they are refrigerated, and I tell them this when they come,” he said.

Regarding competition, there are two other pizzerias in the area, but Tortora just considers them the other pizzerias that people can go to. “For me, I don’t consider other stores competition. Even if they make another pizzeria, it doesn’t bother me. I’d say good luck. There’s space for everybody.”

The most popular food the pizzeria sells is surprising, because it’s not pizza; it’s penne alla vodka. But according to the Village Voice, in 2007, they named the pizzeria for having the best buffalo chicken pizza. La Pentola continues to innovate their selections with ziti slices, Mexican slices, and Hawaiian slices. Tortora has even added the first juice bar in Pelham Parkway to the pizzeria which has gotten a positive response from the community.

“Back then, I said to myself, if I need to stay here, then I need to make sure I have a secure income that if I ever wanted to stop working and go back to Italy, that I could. Today, thanks to my aunt and my cousin, I bought some real estate, and now I’m in the position that I can stop working,” Tortora said.

Even with all this success and new additions to La Pentola, Filippo is not looking to stop and he even has new projects in mind. He is thinking of adding a bar that plays live music, a social club where people can play chess, and possibly an arcade where kids can play games and stay out of trouble.

It is evident that being a small business owner takes a lot of work and dedication. “I could work 24 hours, but I would never finish my job. Sometimes you cannot do everything yourself, but it’s not so easy to trust people,” he said.

Jeffrey Panish, a long time resident of the community and a friend of Tortora gives a little advice for small business owners. “It’s not nine to five. It’s 24 hours, seven days a week. If the business is good, it’s yours. If it’s not good, it’s still yours. Filippo continues to show this as he has remained in the community as a great businessman.”

Last year Tortora was awarded as the best businessman of Pelham Parkway by Senator Jeff Klein. “I’m the last one to leave Pelham Parkway at night and I just want everyone to feel safe because it is a nice neighborhood. It’s a great honor to receive this award,” he said.

 Multimedia

An Immigrant’s Perspective on Owning a Small Business

Windows displaying vintage coffee tables give way to an endless realm of bargain hunting. The walls, painted with vinyl records, hold shelves littered with tea cups and a substantial supply of collectible VHS tapes.

Started in 2009, the Gotham Thrift shop on Myrtle Avenue has thrived under the management of 32-year-old Alberto Caseda and his wife but there have been hard times.

Caseda, a former accounting major at Baruch College, said that leaving his previous bank job was the best decision he ever made.

“You become your own boss with the position I’m in,” Caseda said, “There’s a brand new level of flexibility and freedom and people like junk. I mean, I like junk.”

Though starting a business selling “junk” might seem difficult in a neighborhood like Ridgewood where living costs are increasing exponentially, Caseda stressed the ease of his business’ beginning.

“Let’s face it, this is still a middle class, family oriented neighborhood,” Caseda said, as he polished a vintage cigar ash tray, “Everything is so expensive now that people are always looking for some kind of discount or deal.”

“

“Sure, thrift shops carry the reputation of things that people see and think ‘hey that’s cool’,” Caseda explained, “but people need things too. They don’t always want to pay full price.”

Above all, Caseda said his business thrives because he holds his relationship with his customers high on his list of priorities.

“I had a guy in here who collected brass lamps. I had another guy in here who would buy vintage straight edged razors. Others can’t get a hold of that stuff but it’s those same guys who come in time after time who are greatly responsible for keeping us afloat.”

Susan Walsh, a 49 – year old baker, spoke of her professional dealings with Albert and his wife. “My grandson,” she said, “He’s just like his father, he likes to collect these silly Nintendo games.”

“So we come here a few times a month and Al is always smiling wide when he sees us,” Walsh said, “He shows me the new games he has and I clean him out. Then I go home with them and yell at my son because I feel like these things are rotting his brain.”

Caseda appreciates his customers. “People who want these types of things,” Caseda said, as he showcased his rare jazz records, “It adds a different dimension to this profession. I could get everything for everyone and I could get that one thing that a particular person wants.”

The customer base of Gotham Thrift Shop is the sole reason that Caseda goes to rummage sales and state auctions to find items at a premium or free of charge that he can then price up but keep within a reasonable price range.

“It’s challenging to price things sometimes,” Caseda explained, “Sometimes things are priced way down. Like the cigar trays we get for free from a monthly rummage sale in Brooklyn. All of a sudden, a $45 ash tray becomes $8. I’m always willing to work with people, though, to make things more affordable. Obviously, I have to profit but I don’t get greedy.”

There were no signs that the shop was struggling as customers packed the wide hall with old items to be sold, items to buy, and trinkets to be repaired. If there is a low point for business, it is during the winter in when Caseda cannot get inventory on account of there being fewer auctions and sales. Caseda made it clear that his business does very well and his family chips in when results are unsatisfactory.

“My dad chips in. I have two step kids and they chip in if I’m not profiting as much as I’d like to,” Caseda said, “Gotham isn’t going anywhere anytime soon. People will always want junk and they will always buy junk.”

BY JENNA BAGCAL

The businesses and buildings on Hobart Avenue are a sea of monochrome brick and awnings that would not capture the attention of passersby. But in this collection of lackluster storefronts, Laundromats and exercise studios is Juice Me, whose facade alone is a colorful and vivid departure from the oasis of drab stores lining the sidewalk.

At the end of 2012, Bernice Marsical, the owner and brains behind Juice Me, established her small business in the Pelham Bay section of the Bronx. Diagnosed with lupus, a collection of autoimmune diseases that targets various organs in the body, Mariscal opened her store, both as a way to pay her medical bills and as a holistic approach to her own health and well-being.

“When I was released from the hospital, they [doctors] sent me home on about 14 pills a day. I was tired of taking all the medications, and every medicine had a different reaction on another part of my body,” Mariscal said.

Following her diagnosis, Mariscal began doing research on juicing as a healthier alternative to the medications that she was given for her condition. “Your body reacts to what you put into your body, so I decided to stop my medication. I started juicing, and I started doing wheatgrass, and I started taking a more natural approach to my health.”

Mariscal’s “natural approach” changed her health for the better, and she was able to reduce her pill intake from 14 pills a day to one pill a day, a change that she accredits to the health benefits that juicing provides. Following her discovery, Mariscal made it her mission to spread her message of juicing to the Pelham Bay community. So she opened Juice Me on Hobart Avenue across the street from the Planet Fitness, in hopes that people in the neighborhood would take healthy living more seriously. Her main clientele are members of the gym and people who attend the Zumba class next door at the New York City GoJu Ryu Karate school. On average, Marsical says she serves about 30 people a day, six days a week.

When you step inside this healthy locale, a barrage of colors immediately greets you from every angle: from the circular, orange, cushion-like adornments hanging on either side of the wall, to the funky matching couches next to silver tables and stools lining the glass window, the atmosphere of Juice Me creates an aura warmth and welcome to its customers. To the right of the doorway are newspaper clippings with articles written about local business and a poem that neighborhood children have addressed to “Ms. Bernice.” Juice Me is unique to other “health food stores” in that the combination of vivid colors, fresh food and drink selections and a friendly staff radiates throughout the store.

Teresa Imperati, a long time customer of Juice Me, says that from the moment she walked into the store, she immediately felt at home. “Everyone who works in the store works really well together,” she says, “It shows in the way that they interact with customers by starting conversations with us. It’s a really friendly vibe.” This “friendly vibe” is what Mariscal strives for throughout her daily interactions with customers, making suggestions to customers about what products are beneficial for their specific needs and training her staff to do the same.

But owning a small business has proved to be difficult at times for Mariscal. One of the main conflicts is the ongoing construction on the Buhre Avenue line of the 6 Train, which started in July of 2014 and will last until February of this upcoming year. This long-term train renovation has resulted in a substantial loss of customers for Mariscal.

“With the train being shut down, we’ve taken a big hit in business, a very big hit. We lost our breakfast crowd and we lost our dinner crowd,” says Mariscal. “When there’s work being done in your neighborhood, you’re the last person to be considered.”

Yet despite this setback, Mariscal still has big plans for the future of Juice Me, with the hopes of becoming a franchise and increasing the social media presence of her business. She also has a piece of advice for other small business owners who are trying to run their businesses. “You can’t depend on other people to run your business for you because it just doesn’t work like that. You have to always be at your business, you have to oversee it, you have to take pride in what you do.”

On the last stop of the popular B train lies Brighton Beach, an ever- changing community known for its Russian roots, delicious delicacies, and louder than life personalities.  But hidden in the outskirts of all the chaos lies Family Cleaners, a dry cleaners that has remained untouched and proudly serving the community for 20 years.

Over its life span, Family Cleaners has undergone several owners; current owner Phillip Penn, has just entered his third year this October. After working in the dry cleaning business for 50 years, Penn has mastered both the art of stain removal and successful ownership.

“The basics are the same, no matter where I’ve been. Human nature is all the same, it’s pretty much a people business.”

But for the Italian Bronx native, owning a business in a predominantly Russian community has really put his people skills to the test. Many of his customers enter and without a simple greeting begin placing their laundry on the counter. They exchange a phone number for a receipt and leave.

One male client walks in, the pair quickly exchange salutations as the man unloads a pile of shirts on the counter. Penn asks  “What’s new?” The man sternly replies “Nothing.” Still attempting to stir up a conversation, Penn replies with a chuckle, “Well nothing is also pretty good.” The man manages to convey a small smile as he shakes his head in agreement. The interaction ends there.

To help facilitate communication, Penn has hired Russian-speaking employees: tailor Gia Barnabishvili and counter assistant Nino Guliashvili. But even they sometimes find it difficult to converse with the customers. “There are many older people,” Guliashvili said, “They don’t always understand what you’re saying.”

Barnabishvili, who has been a tailor for 40 years also reflects on some of his interactions on Brighton Beach “ Not all clients are happy. No matter how good you are, any little mistake can kill. If 1 out of 20 people is not happy, that is still good.”

Even with the tough language barrier, business is on the rise, which appears to be a surprise for Penn. After the financial crisis, many dry cleaners took a hit as their customers found it more economical to wash their clothes at home.  “We are moving slowly, but more positive, than negative which still boggles my mind.”

Family cleaners, continues to make a profit with about 400 transactions a week. Their most popular services include in order: dry cleaning, shirt service and tailoring. Aside from the top three, the up and running shop is known for providing all services, from the subtle shoe shines and hat washes, to the stranger, bed sheet and table launders.

Penn is proud to help his customers any way he can; he will even try to locate missing buttons from their original manufacturer and personally deliver all clothes, free of charge.

But not every service is without a fee. Dry cleaning fees range from a simple base price of $3.50 for shirts and $40.00, for comforters and gowns to maximum prices of $15 for shirts, and $25 for slacks, and sweaters, to $250 for dresses, coats and comforters and even $1,000 for gowns.

Tailoring services include: fixing hems, repairing zippers and taking in slacks and skirts which can each range from $10 up to $80. Fixing coat hems $28-$150, seams $15-$200, and $90-$200 for fur hems (specially added for the popular Russian fur coat craze commonly referred to as the “shuba”).

Aside from the change in ownership, Family Cleaners has not undergone many other changes in the past 20 years, including altering its vintage-esque interior. A large window up front allows pedestrians to peek in, where they can find Barnabishvili sitting, working on an all metal cast Singer sewing machine. To the right of him, is a counter occupied by a computer that still contains all 20 years worth of records for the shop. The back room is an even more alluring artifact. Machines older then the shop itself surround the newly pressed/washed clothes. A large fan sits high above, overlooking the daily activities as it rustles and rattles in an attempt to ventilate.

It is all quite different from the modern-day dry cleaner, but that’s what makes Family Cleaner’s unique. And this all works just fine for Penn, who said dryly: “ Once you have cleaning fluid in your blood, you can’t get it out.”