New York Trade Offs:
Single Trade Districts
The Flower District
Museum of the City
of New York
July 12, 2002
www.mcny.org
Everyone who walks through
the gritty streets of the Flower District, in the upper 20's
off Sixth Avenue, feels the same astonishment and delight at
the explosion of color and fresh scent in that unlikely setting.
The smallest and most threatened among the City's remaining
single-trade districts, the Flower District embodies all the
virtues and problems of streets essentially given over to one
type of merchandise. Foremost among its pleasures is purely
sensuous: seeing and smelling plants and flowers in abundance.
They seem doubly fragrant and brilliant set against the background
of dilapidated buildings where they are sold. It's also interesting
to see one trade that's still conducted in a defiantly old-fashioned
way.
While a few of the structures
lining 26th through 29th Streets, just west of Sixth Avenue
are especially distinguished, many are honest examples of commercial
and domestic architecture from the last century and a half.
Current occupants use them roughly; many are sure to come down
when and if the florists abandon them.
The wholesale flower trade
is shrinking. Smaller firms have disappeared; others have relocated
to newer buildings away from the chaos of midtown. Gentrification
and new construction are sweeping through this weary part of
town as Manhattan real estate values rise, rendering the old
structures less valuable than the dirt they stand on. Clutter
and heavy traffic along these streets and sidewalks charm the
other trades who use them. No business can long afford to remain
where costs are high and operations difficult.
Flower District dealers
recently formed a trade association, one of the goals of which
is to find new quarters where its members will relocate. Efforts
by the industry in the 1980's and 1990's to move en masse yielded
no results. Because they do not all handle the same items, and
because they trade among themselves, wholesale florists benefit
by staying close together.
In the mid-nineteenth century,
flowers became popular for display in upper-class homes and
for general use on holidays. At first, they were brought to
market directly by local growers, usually from Queens, Long
Island and New Jersey. Manhattan's first flower district arose
at the foot of 34th Street, where retailers went daily to supply
their stores from growers' offerings. In last quarter of the
century, wholesale commission merchants entered business as
middlemen. Making a ready market for flowers, they eased the
lives of growers and retail florists.
By the beginning of the twentieth century, most relocated
to Sixth Avenue for its convenience to the grand stores
of the Ladies' Mile, the fashionable home of Fifth Avenue,
and the theaters, restaurants, and brothels of the Tenderloin
District, as the heart of which the Flower District sat.
There it remains, though every economic force seems pitted
against it. At least for the present, you may still enjoy
a walk through this colorful little gem among New York Neighborhoods.
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