There are five, when Chris Stang and Andrew Steinthal were two music executives frustrated by the size of the critical food, they self-published a review of Gemma Manhattan. Their release was the Infatuation - a blog, so traditional - but the tone was something new. Equal parts down-to-earth, light and accessible, the Infatuation provided an unfortunately rare type of dinin g board :. The kind of young people might actually act on
Of course, five years online is quite some time, and since then Stang and Steinthal have built a significant following by coupling that tone with progress technology. In addition to their blog, they released an iPhone app, took to Twitter, and built a following on Instagram almost 100,000 users, many are involved in signing the hashtag of the team, #EEEEEATS.
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They also released an annual iBook, the Killing It This Summer Guide as a way to guide New Yorkers to everyday dining al fresco dining and drinking.
As it happens, using the technology to compete with often a dated form of criticism has its benefits. The duo left the world of music, and this year's guide is a testament to its growth. The iBook 77 pages covers 35 bars and restaurants, with brief reports and high-resolution photographs and craft beer and hot wine suggestions.
"It's like March Madness with patios," said Stang's annual selection process. "We make a list of new places that have opened since the previous summer, and start checking for see if they make the cut. Next, we look at some of our favorites from the first two books, put them together, and reduced to a final list. "
For this iteration, the reader will recognize the tone and even some stops, but the content reflects a growing brand and wider partnerships.
Growing up on the Internet
Stang Steinthal and intensified beyond the city limits to include Destination Infatuation, where they cover weekends at places like Cooperstown, North Fork ( "red-headed step Hampton brother") and the Hamptons them- same, they say is "certainly saturated with peaks of cultures, designer Birkenstocks and perhaps Kardashians."
"We try just mix it up and keep useful, "says Steinthal expand." We Destination Travel Guide Infatuation rooms on the site and they do it very well. "
Denim brand Paige, with whom they associated at SXSW last year - the #SmokeAndDenim dinner at Foreign & Domestic Austin - came on board as a sponsor, expanding the content beyond food to include glances at each destination.
"Now that we are full time and can focus on the company level, we really started to boom in both partnerships and events side," said Steinthal. " We built Infatuation for five years, while now demanding high-level jobs in the field of music, and now that we have left, it's a whole new ball game, "he said.
"you can get much more done when you only have one thing to focus on, and 100 percent of your time devoted to it."
the way technology
Running as a start-up technology, rather than the publication, remains a core value for Stang and Steinthal their population is young, and like their editorial signatures. - honesty bite, and the brevity of the rapid consumption -. Have a wait, so, too, is the ability to access these road works
Their iPhone application and mobile site are defined for updates, and an Android app is scheduled for the test beta in the near future.
"Our audience is much younger than most of our competitors," in order to stay on top of the mobile phone is particularly important for our growth, "said Stang." We are also excited to the idea to make other lightweight applications that help people solve problems, and to continue to release digital ebooks and guides. "
Scalability with this poor start to mind is part of the plan. This summer, the coverage will be extended to San Francisco, Chicago and Denver, followed by Austin and Nashville. in 2015, they will be abroad.
"How we choose where we go is partially about singling cities we think we do well, and also about where we can find the right people who can represent our voice to this specific city, "said Steinthal." good people we found in all of the markets we are launching this year, and the plan is to go to places like London, Los Angeles, DC and Sydney, Australia, in 2015. "
to this end, the technology may be the least of the challenges . How the anti-foodie your door city by city and country, will make for an interesting challenge, and one that Steinthal Stang tested with incursions in places as far away as Paris.
In New York, however, the voice remains a large one; wait to hear the Premiere House Williamsburg, Vinegar Hill House and Narcissa Dumbo at Hotel Standard -. their first choice for summer