A La Carte
Beckoning residents and visitors alike, the Georgetown Business Improvement District (BID) wants you to "Come out and play." That's the new tag line behind the branding initiative officially kicked off June 10. The Georgetown Dish was invited to a sneak preview.
“When we started this thing a year ago, it came down to what you represent.” Said Jim Bracco, BID president. “It’s better to define yourself than wait for someone else. We think we’ve got what other people don’t have in this city and we want people to make some memories, have some fun.” After interviewing eight firms, they chose the Arlington-based The Roan Group to help define "Washington’s IT neighborhood."
Nancy Miyahira, BID marketing director introduced a short video capturing the tony Georgetown experience under a backdrop of familiar historical landmarks, cobblestone streets, the waterfront, and exclusive shopping and dining venues.
“People work a lot these days. How you play as an adult really equates with how you live. Everyone has a different idea but there’s something here for everyone." John Asadoorian of Asadoorian Retail Solutions, told the group. "Let's package it, define it and use it as a tool so we can achieve our potential.”
"Destination branding is an effective tool that builds loyalty." Dusty Lockhart of Three Lockharts, PR added. Integral to the roll-out, a new logo, which Miyahira described, "has a bit of whimsy. With a nod to historical details prevalent in the neighborhood, we included a star surrounded by scrolling calligraphic-inspired flourishes framing a simple 'GEORGETOWN' in Sackers Gothic font."
Starting Friday, you'll notice the BID’s Clean Teams will be donning new uniforms, and you'll see an improved website including a mobile application featuring real-time bus information feed. Asked about parking, Bracco said, "We've got 3,800 parking spaces here, and we're looking into ways to capture that in real-time too."
Ten minutes after opening Saturday, long-time customers of Brian Thomas’ other business, IPSA for Hair, were in. Passionate clients like Nathalie Jacoby immediately shared that “Monica is phenomenal, the best manicurist ever.” Nathalie was in to schedule a LashDip, the hot new semi-permanent application that dips your lashes, leaving them painted for up to six weeks. Nectar has the Washington exclusive.
“I had a concept: IPSA for skin,” long-time Washingtonian, Brian Thomas, told The Georgetown Dish. As he explained, “The beauty industry has a huge gap between Sephora & Neiman Marcus … We’re a niche in that market, selecting the top products, all focus-group tested around the country.”
Brian’s wife Amy, the Director of Protocol for the Ambassador of United Arab Emirates, helped create a wish list based on her world travels: top brands typically only available in major markets like Los Angeles, New York, Paris, London and Tokyo. And please add a results-focused spa experience with highly-trained, knowledgeable staff, cutting edge technology, a convenient location and valet parking. For Brian, chief of staff of Texas Representative Kenny Marchant, and experienced at designing and building luxury condominiums, this buildout (formerly Sugar boutique) next door to IPSA was the perfect spot.
Newly painted purple, the 18th century row house on Wisconsin Avenue in Upper Georgetown, now Nectar's flagship location, features a veritable United Nations of cult beauty products. To name a few, Paul & Joe Beaute from Tokyo (Bergdorf Goodman’s #1 selling make-up), Australian make-up by Becca Cosmetics, Butter London nails (recently in the news as Kate Middleton’s favorite), Italian skincare from Comfort Zone, GlamGlow (Hollywood’s favorite body mud mask) and PRTTY Peaushun, a “skin tight body lotion” from LA make-up artist, Bethany Karlyn, a #1 best seller at Bendel’s.
Upstairs are two treatment rooms under the expert care of esthetician, Catherine Layrle (Nathalie Jacoby’s LashDip guru). Spa procedures include Intraceuticals Oxygen Infusion facials, Softsense gentle waxing from Italy, Nectar-exclusive pedicures and manicures “in the Thai tradition," Brian explained. And not to leave any body part unpampered, there’s airbrush tanning, brow shaping and makeup services..
Day one and Brian was already talking about adding product lines, and expanding. Reminiscing about growing up in Lubbock, Texas, Brian said “My mom would take me to the mall to get ‘Sunday shoes’ and every time I got measured and fitted, and a lollipop. It was always a special outing. I want to bring back the lost art of customer service. That’s the kind of experience I want Nectar clients to have here.”
Nectar Skin Bar is at 1633 Wisconsin Avenue. Tel: 202.333.4332
First shown in Madrid, ECO, an exhibition by 20 photographers whose images focus on environmental issues including river degradation, torrential rains in Brazil, and the consequences of nuclear power in Eastern Europe, opens Saturday, June 4 at the American University Museum at the Katzen Arts Center.
To celebrate the opening, a free artists’ talk with Cannabrava and Camarra will be held at 5:00 pm on Saturday, June 4 at Abramson Family Recital Hall. Cannabrava is director of Partay en foco, Brazil’s most significant photographic festival, and directs the Foro Latinoamericano de Fotographia de Sao Paulo. Camara is one of Spain's most impressive young documentary photographers.
Also opening Saturday is Registro 02, Mirar por segunda vez (Record 02: A Second Glance) an exhibition of the works of four individual artists and one collective, including paintings, drawings, video, and digital animation. All of the artists live in or near the Mexican city of Monterrey.
For more information on these exhibitions, read more here.
The American University Museum at the Katzen Arts Center is open from 11:00 am to 4:00 pm. Tuesday through Sunday. Admission is free. For more information call 202.885.1300.