The dazzling, venerable Rainbow Room has been in the news again, sadly…Former colleagues have wept to learn of its current demise.
Today, I remembered when I was working at The Rainbow Room, there were hardly any reservations for the big New Year’s Eve gala dinner one year. We were all terribly worried.
A full-page ad was designed for placement in The New York Times. It listed all the fabulous goodies the guests would be receiving–free champagne, gorgeous food, top flight entertainers, big bands, dancing, fantastic view of the fireworks on the East River and a lot of other impressive stuff that I’ve now forgotten.
CEO Joe Baum reached for the designers’ proposed advertisement.
Across the entire page he wrote:
“Run it,” he demanded.
“Wait,” he instructed. He left the room, leaving us to think that he had gone quite mad.
The moment the ad appeared in the paper, the phones rang non-stop.
Callers told the most incredible lies: “I am the chef’s mother,” “I made my reservation six weeks ago,” “I’ve been coming to New Year’s Eve every year for 35 years…”
The reservations desk responded: “I’m so sorry…we’re sold out…but we can put you on a waiting list. It’s an additional $25 per person cost.” (I might have made up that last bit.)
The room filled immediately.
The lesson I learned was that Joe Baum knew to whom he was speaking.
In Manhattan, if a place is sold out, you’ve positively got to go there.