LIC's Steinway Moving all smiles putting up
By Rebecca Henely
Thursday, December 2, 2010 11:12 AM EST
An old neighbor in Long Island City has a message for drivers
coming over the Queensboro Bridge.
Steinway Moving & Storage, at 42-45 12th St., put up
a sign a little less than a month ago with a smiley face
and a message reading, “Have a Nice Day N.Y. — Steinway
Movers” over their building.
“Just to make people on the bridge stop and take notice
and maybe smile,” said James Benatti, president and
third-generation owner of Steinway Moving.
Benatti said Steinway Moving often has a sign on top of
its building, which it has periodically replaced. In the
past, it flew a seven-story flag after the Sept. 11, 2001,
attacks on the World Trade Center and also put up a clock.
“We were replacing an older sign, and we were going
to do a typical self-advertising piece,” Benatti said. “And
then we thought, why not do something fun?”
He said so far people have responded well to the sign, and
the office has received a few phone calls from people crossing
the bridge thanking the company.
“I think people appreciate it’s not just another
advertisement,” Benatti said.
Steinway Moving & Storage originally opened in Astoria
in 1926 on Steinway Street, but the founder, Benatti’s
grandfather, moved the business to its current location in
the early 1930s.
“We were one of the tallest buildings [in Long Island
City] prior to all this expansion,” Benatti said.
Benatti said that since then Steinway Moving has held its
own in Long Island City as skyscrapers and hotels have moved
We’re a proud family running an old-fashioned business
in the modern era,” he said.
The company will also soon
be a part of silver screen history. Steinway Moving serves
location where actor Ryan Gosling’s
character works in the independent film “Blue Valentine,” also
co-starring Michelle Williams, about a couple’s troubled
The film was directed by Derek Cianfrance and premiered
at the Sundance Film Festival in January. Benatti said the
filmmakers used the interior offices and the trucks in the
film. He and two other workers at the company also appeared
in a few scenes.
Benatti said he hopes the company will be invited to the
premiere of the film, which has a release date of Dec. 31,
and Steinway Moving has been asked to attend some preview
screenings in Manhattan.
“It was very exciting,” Benatti said. “It
did very well out in the film festivals in Sundance and things
Reach reporter Rebecca Henely by e-mail at email@example.com
or by phone at 718-260-4564.
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