New York City, the Big Apple. Few places on earth can compare, and for good reason. As a visitor to the city that never sleeps, there are at least a million reasons why New York is so much larger than life. John F. Kennedy Airport, LaGuardia, the Brooklyn Bridge, the Statue of Liberty, Ellis Island, the Empire State Building, the Rockefeller Center, the Metropolitan Museum of Art, and the iconic New York subway system itself.
But New York is so much bigger than all of that. It’s a cultural melting pot where millions of people coexist, albeit with minimal interaction. True to form, NYC is packed to capacity with folks from everywhere. Most of them will barely glance one another’s way, but all this activity creates a great big haven of excitement. In New York, you can find anything and everything your heart desires. From the amazing appeal of the skyscrapers towering into the heavens to street parades and carnivals stretching across multiple city blocks, and the New York City Marathon for sports enthusiasts.
Like Visiting Las Vegas for the First Time – Only Better!
Yet, this isn’t the real deal appeal of New York City for visitors. There is so much more to enjoy about the city, and most of it is the idea of what New York City represents to visitors. As a youngster growing up abroad, I was sold on New York City long before I ever got there. The world-famous yellow cabs – there are thousands and thousands of them in NYC – are a veritable New York institution. This is the place where Broadway reigns supreme – the biggest and brightest stars that grace Hollywood studios often got their shot at fame and stardom right here in the Big Apple.
These guys and girls took the selfsame subway trains to and fro, from Grand Central Station to destinations across the city. To understand New York and its people, one has to be acutely attuned to the sights, sounds, smells, and feel of the city. The New York Mets, the New York Yankees, and those oh-so incredible New York hotdog. There is so much to enjoy in the city that never sleeps – one doesn’t even know where to quite begin. It’s like the overwhelming feeling you get when you first walk into a luxurious and resplendent casino – you might imagine something as grand as www.casino.com, but in New York, you are an actual part of the landscape – not just a visitor. Your very presence is what makes New York City rock!
A Wonderland of Adventures in New York
As a foreigner in Manhattan, Queens, the Bronx, Brooklyn, or Staten Island, words cannot do justice to the feeling you get when you claimed yourself in this new milieu. This wonderland of new adventures and experiences is a marvel to behold. The promise of America is truly larger-than-life. Believe it or not, the vast majority of visitors to the New World automatically associate New York City with everything that they have ever imagined. Big dreams, a better life, and freedom are sacrosanct. One cannot help but relish the opportunities that await in the US, starting with the amazing experiences of Frank Sinatra’s favorite place to perform.
Quoting old blue eyes, himself:
” I wanna wake up, in a city that doesn’t sleep And find I’m king of the hill Top of the heap
These little town blues Are melting away I’ll make a brand new start of it In old New York If I can make it there, I’ll make it anywhere It’s up to you, New York, New York
New York, New York I want to wake up in a city that never sleeps And find I’m a number one, top of the list King of the hill, a number one
These little town blues are melting away I’m gonna make a brand new start of it In old New York…”
That, dear friends, pretty much sums up some of the reasons why New York has such incredible appeal for visitors from near and far!
Have you ever dropped your cell phone? Odds are that you have, and that drop led to its screen being cracked. Instead of feeling hopeless and clumsy, there is a wonderful alternative out there in the form of Smartbulance. Founded by Ralph Shulberg, Smartbulance is an economical and efficient repair service for smartphones. Customers are offered emergency repairs via pickup and drop-off as Smartbulance services all five New York City boroughs and neighboring Hudson County. And for those dropping off, Smartbulance also provides a bit of spectacle, as its team emphasizes its emergency concept by working out of an ambulance.
Ralph spoke to Downtown about what inspired him to start up the company, which is in the midst of tremendous growth. He opened up about Smartbulance’s new partnership with the MTA; the first kiosk under this collaboration launches in May. For more on all things Smartbulance, please visit www.smartbulance.com.
Before launching Smartbulance, you owned several Sprint stores. When did you first get a cell phone?
Ralph Shulberg: The answer to that question is quite ironic. I opened my first store in 1998 during my Junior year at St. John’s University while working on completing my undergrad degree. My mother had given me all her savings to get started with my first store. I didn’t get my first cell phone until four months after I opened because I was trying to keep costs down.
Out of curiosity, what kind of phone do you own? Or at least use regularly?
Ralph Shulberg: I currently use an iPhone 7. I have been using a 4.7-inch screen since the iPhone 6. The first reason for choosing that model is because of the size, it is extremely important to use the phone with one hand to accomplish a task quickly and move on. The second reason for that model is the operating software, iOS is user-friendly and stable. No wasting time trying to figure things out.
Ralph in action
How does Smartbulance different from the average retail location where someone can get their phone fixed?
Ralph Shulberg: From the consumer point of view — the average retail location:
1. Find a shop, be aware of their hours, and you should make sure that they have your item or part in stock before you go so you don’t waste a trip.
2. Once you have decided to use that shop you must travel to the shop by foot, train, or car. If by train you’re spending money and time to travel. If by car you still spend money and time but now you must look for parking and risk getting a parking ticket.
3. Once you get to the retail location you must give up your phone and either wait a minimum half hour, or if they are backed up you could wait up to three hours to get your phone back. If you don’t wait at the shop now you must leave WITHOUT A PHONE and come back later to pick it up. The entire process can take anywhere from an hour up to four hours of your day, a waste of time for consumer or small business.
Smartbulance offers several options for the consumer…
Curb Side Service
A state of the art Smartbulance repair truck and technician conveniently arrives at your location. Simply bring the unit or units down to the tech and they will perform the repair in the truck in 20 minutes or less per device. Loaner phone available. If you have a Smartbulance repair truck stationed near your office simply walk over and drop off your phone for repair.
Desk Side Service
In the event you cannot come out to a truck we offer desk side service. An experienced technician will come to your office, apartment, neighborhood coffee shop, middle earth, wherever and perform the repair or repairs in 20 minutes or less per device.
Automated Service
Smartbulance 24/7 is a fully automated self-service repair and recharge kiosk. Located in Grand Central – 42nd street Station, in the “S” shuttle passage corridor. Drop off your broken smartphone, get a loaner and pick up a few hours later. Or pick up a portable battery pack charger, available for purchase or rental. We are planning to install these automated kiosks throughout the NYC Subway system and office building lobby’s.
Ralph in action
Does someone need to make an appointment? Or they can just walk up for a repair?
Ralph Shulberg: You can simply walk up to any Smartbulance repair truck and get your smartphone repaired quickly. You can also make an appointment on our website, www.smartbulance.com, and we show up within a two-hour time window that the customer chooses. We are currently servicing New York City’s five boroughs, and Hudson County New Jersey.
Where did the idea for the ambulance come from? Did you have the idea for the vehicle before you had the name?
Ralph Shulberg: Retail stores have been suffering a steep decline in sales and customers due to internet sales taking over. An article published on wired.com by Davey Alba on 4/27/16 stated that the smartphone market will reach saturation by the end of 2016. Market saturation is a huge problem for brick and mortar wireless carrier stores and independent retailers. Sales continue to decline while they struggle to keep up with their expenses leading to an overall decline for that business model.
I identified this trend and timing of the market saturation early in 2012. I developed a transition strategy to downsize my brick and mortar locations down to 2, apply to business school with the end goal of entering the mobile device repair industry when I graduated. I enrolled in Rutgers’ Executive MBA program in 2013. It was during this time when I realized just how busy working professionals are. They are busy with work, family life, and many had decided to go back to school thus reducing their free time even further. My classmates constantly were showing up to class with broken devices with no time to get them repaired. I asked about their IT departments and most of them laughed and explained how inefficient the repair process was for enterprise accounts. By January 2014 I had developed a business plan on how we would use state of the art repair trucks to bring the repair shop to enterprise customers, their employees, and individual customers. So the idea for the trucks came first.
I wanted to create a brand that would outlast the smartphone trend and that would be sustainable for decades to come. The name for Smartbulance came after taking a series of marketing classes during the Rutgers Executive MBA. I learned the criteria for establishing a strong sustainable brand. The name Smartbulance doesn’t necessarily mean emergency service for smartphones. Smartbulance can eventually offer emergency services for Smart Homes, Smart Cars, Smart Drones, Smart Wearables, Smart Appliances, Smart Offices, eventually Smart Cities, and all the Internet of Things. I chose the name Smartbulance because it met all the criteria listed above, the domain name was available along with all the proper social media handles, and I was able to successfully trademark all the relevant corresponding intellectual property.
I graduated with my Executive MBA from Rutgers on May 20th took 10 days off and started Smartbulance on Jun. 1, 2015 by purchasing my first truck. It took 2 weeks to customize and we were on the road and in business by Jun. 15, 2015.
Did you ever try to get actual ambulances? Those are sprinter vans that you customized, right?
Ralph Shulberg: I had spent a lot of effort researching on what was the best option. I had considered using actual ambulances. New ones were too expensive to buy, had unnecessary features, and were not set up the way that would give the customer and the technician the best experience. Used ambulances were extremely beat up and would require a lot of customization and a full mechanical overhaul. That would be a waste of time and resources. The vans were purchased completely bare and completely customized.
I created a mock-up Smartbulance in the back of one of my retail stores based on the measurements of the inside of the truck. Then with the help of my best friend George, I proceeded to make a full blueprint for what the inside of the Smartbulance would look like. I took those blueprints and sourced all the materials from multiple vendors across the county. I showed the shop my blueprints and then delivered all the materials and asked them to put it together. They thought I was crazy, but since I was a paying customer they did exactly what was asked of them and even provided additional feedback to make the first Smartbulance better.
We took the comfort of the technician and the customers interaction with the truck as top priority to create the most efficient and user friendly design for both parties. The trucks are fully insulated to keep the technician comfortable in extreme hot and cold temperatures. The trucks have awnings to project the customer from rain or the sun when they are standing by the walk-up window. The trucks have full lighting and electrical systems, white spot light on the side and back of the trucks to create a warm inviting lit environment during the darker hours of the day. There are many other state of the art features that you’ll have to see for yourself when you call a SmartBulance for your next repair.
Smartbulance will be working with the MTA. How did that relationship come about?
Ralph Shulberg: On Jan. 8, 2016 the governor made a speech to modernize the MTA and bring the MTA into the 21st century to dramatically improve the travel experience for the millions of Yew Yorkers and visitors. (https://www.governor.ny.gov/news/8th-proposal-governor-cuomo-s-2016-agenda-bring-mta-21st-century-dramatically-improve-travel)
In January, I pitched the idea to the MTA as part of the Governors initiative to have these Smartbulance branded 24/7 fully automated self-service repair and recharge rental kiosks throughout the busiest stations in the NYC Subway. After many rounds of presentations and document submissions, the MTA agreed that this will bring high value to their customers, the subway riders. We were granted full approvals, signed the contract and we were given a high-profile location for the pilot deployment. The location for the pilot program is in the Shuttle passage at the 42nd Street Grand Central Station that connects Grand Central to Times Square. There are roughly 700,000 people passing through each month.
How exactly will you be working with the MTA?
Ralph Shulberg: The subway already has a wireless network and WiFi built by Transit Wireless. Mobile usage has skyrocketed in recent years. Mobile phone ticketing is coming to the NYC subway system and is already in play for Metro North and Long Island Rail Road. Soon, you will use your phone instead of metro cards to get to get into the subway.
Once the first kiosk goes live by May 1, 2017, the plan would be to deploy the full-service technology kiosks throughout the NYC Subway, Long Island Railroad, and Metro North. The objective is to support the MTA in keeping the commuter connected to emergency services, their loved ones, work, or whatever is most important to them.
MTA collaboration aside, what is coming up for Smartbulance? More locations? Any proprietary technology?
Ralph Shulberg: We are in negotiations with a couple of high-profile global property management firms — we can’t disclose names until negotiations are complete — focused in Manhattan to install these technology kiosks in the largest commercial buildings in Manhattan as an amenity. The amenity is quickly becoming a necessity. Like this kiosk is the first of its kind, we are working on a new proprietary technology that will enhance the consumer experience for 2025 and beyond. I am just not at liberty to discuss now.
Do you have any major goals for Smartbulance? Like a certain number of locations you want open? Or the brand having a certain reach?
Ralph Shulberg: Our goals are to deploy a national network of fully-automated “Repair, Recharge, Recycle, Replace” kiosks strategically placed in mass transit systems, corporate buildings/plazas, hospitals, universities, and airports all over the U.S. Simultaneously, we will be deploying Smartbulance trucks to service the kiosks, enterprise customers, and individuals nationwide.
Who else works with you on the Smartbulance team?
Ralph Shulberg: Part of our transition strategy was to retain the key members of our Sprint retail chain and convert them into key members of our Smartbulance team. We have all worked together for at least ten years and consider Frank, Juan, Laurence, Ray, and Fernando Jr. to be my second family! Together we have close to 100 years of experience in the wireless industry. I have had the privilege to have guidance from two of my Executive MBA professors at Rutgers, Nacho and Shen. Fellow classmates Jorge, Matt, Josh, Alec, Chris, and Alex have also been a tremendous help.
When not busy with Smartbulance, how do you like to spend your free time?
Ralph Shulberg: Free time is not something I have had a lot of in the last two years building Smartbulance. I am working every waking moment to make this the biggest success in the shortest amount of time. When I do have free time, I enjoy traveling the globe and learning about new people and cultures.
Do you have a favorite restaurant in New York?
Ralph Shulberg: Whatever restaurant my wife wants to go to is my favorite restaurant. I have an amazing, supportive wife Victoria and try to make her happy every chance I get.
Finally, Ralph, any last words for the kids?
Ralph Shulberg: 1) Follow your dreams. 2) Get the best education you can without going into debt. 3) Setbacks will only better prepare you for your next success. 4) Get a good pokerface. 5) Have a strong stomach.
Set to feature free tastings and special offers daily, Grand Central Terminal’s Taste Of The Dining Concourse launches on Monday, Feb. 27. The event will run through Friday, Mar. 3, in Grand Central Terminal’s Dining Concourse daily from 11:00 AM to 12:00 PM and from 4:00 PM to 5:00 PM.
Mini tacos from La Chula, pretzels and hot dogs from Zaro’s Family Bakery, and pizza and meatballs from Prova Pizzabar are just a few of the freebies being served up. A list of all participating restaurants can be found here.
Staying true to his design philosophy, David Alan creates pieces that are elegant and balanced. He believes that jewelry can be soulful and beautiful; changing the way a woman walks, feels and looks with one glance at her special treasure.
David Alan is known for modern styles, impeccable old-world craftsmanship and secret details that only the wearer knows are there, yielding elegant and irresistible designs. From design to manufacture, its jewelry is created with the utmost care and respect. Everything is hand-made from scratch in David Alan’s studio in New York City. All of the diamonds and gemstones chosen with care for their beauty and origin and all of the pieces are made with recycled precious metals. A deep understanding of design, stimulated by a love for modern and classic architecture, antique jewelry and modern industrial design has fine-tuned David Alan’s signature style with a level of substantial delicacy that sets his work apart.
The David Alan studio in Midtown Manhattan is conveniently-located within walking distance from Grand Central Station. Meeting with David at his desk, alongside his jeweler’s workbenches, allows you to step inside his world, lifting the veil and demystifying the jewelry industry. Being in the middle of the entire creative and jewelry making process is something most people will never have the opportunity to experience. David believes working by appointment is more enjoyable and fulfilling for his clients than a retail shopping experience. There are no sales people and no pressure to buy from a case of ready-made jewelry.
Every piece, custom made for the wearer, becomes a special and truly personal heirloom. David Alan’s patience and deep understanding of clients’ needs make the custom jewelry creation process a pure joy. Whether you are a jewelry novice who’s not quite sure what you want, or a seasoned connoisseur with a clearer vision, the end result will be a truly exceptional piece of jewelry as unique as the individual who will wear it.
Bottle Engraving at Central Cellars – Dec. 13 from 4:00 PM to 7:00 PM – Central Cellars is offering free bottle engraving on Johnnie Walker Blue Label bottles purchased at the store for one evening only as part of a holiday tradition to gift whiskey lovers something truly custom.
The Grand Central Holiday Fair – Open now through Dec. 24 – The Grand Central Holiday Fair is one of the finest, longest-running indoor holiday markets in New York City. This year’s market has undergone a total redesign, the first since 1998, and features 40 vendors selling artwork, fine jewelry, clothing for all ages, men’s and women’s accessories, children’s toys, and home goods.
Photo: MTA/Patrick Cashin
New York Transit Museum Holiday Train Show – Open now through February – The holiday season is a time of joy for kids of all ages and nothing says holiday enchantment quite like dazzled little faces watching in wonderment as model trains zip through tunnels, by subway stops, around familiar skyscrapers and through iconic cityscapes. To the delight of kids and railroad enthusiasts alike, the New York Transit Museum continues its tradition of capturing hearts and imaginations at the 15th Annual Holiday Train Show at Grand Central Terminal, which runs through February 2017. The theme of the holiday train show changes every year.
The Holiday Wrap Up – Dec. 19 to 23 from 12:00 PM to 7:00 PM – Grand Central Terminal is celebrating the holiday season by offering shoppers complimentary gift-wrapping in the Shuttle Passage. Shoppers who present proof of purchase from The Shops at Grand Central can get up to five gifts wrapped in custom wrapping paper featuring the iconic Zodiac ceiling of the Main Concourse. Shoppers who present proof of $150 or more in combined purchases can receive a free, limited-edition Grand Central travel mug in addition to the complimentary gift wrap.
Let’s face it: New York is stressful. With the constant city hustle and bustle, everyone’s longing to find the perfect place to relax, snack on some treats, and enjoy light entertainment. But contrary to popular belief, New Yorkers needn’t go far to find this kind of haven. In fact, relaxation can be found in one of New York’s busiest hubs: The Grand Central Station.
From August 18th to the 22nd, Grand Central Station will be set with picnic tables covered in white tablecloth, creating a re-imagined Vanderbilt Hall. While enjoying food, guests will have the opportunity to watch live performances, including “Broadway Hour,” featuring performances from hit musicals Chicago, Motown, Pippin, and Cinderella. Additional dance and musical artists include iLuminate, Revolution in the Elbow of Ragnar Agnarsson Furniture Painter, the Big Apple Circus and musicians from the MTA’s Music Under New York program. Food will be served thanks to Café Spice, Ceriello Fine Foods, Ciao Bella Gelato, Financier Patisserie, Junior’s Bakery, Li-Lac Chocolates, Magnolia Bakery, Manhattan Chili, Murray’s Cheese, Pescatore Seafood Co., Tri Tip Grill, Two Boots Pizza and Zaro’s Bakery.
Don’t miss out on this special affair. Stay updated about the events and performances, by following @GrandCentralNYC on Twitter and Grand Central Terminal on Facebook.
