In the heart of New York City pre-COVID-19 pandemic, Jonathan Krieger and Brandon Hirsch were thriving, operating dozens of different businesses — including restaurants and a string of cafes — across the metropolis.
But when the coronavirus struck, the entrepreneurial duo — feeling stifled and stymied by the new normal in the Big Apple — couldn’t help but dream of greener pastures.
And so, they walked away from their New York lives and businesses — eventually setting their sights on the Garden State.
Krieger is the founder and CEO of Cure Companies, where Hirsch is the COO. The duo made a name for themselves with a series of partnerships and investments — Krieger notably co-launching Bluestone Lane, the ubiquitous Aussie coffee chain, and Hirsch co-founding Taco Dumbo.
These days, they’re focused on their new home — just over the George Washington Bridge.
“I never thought in a million years I would be out in New Jersey,” Krieger told The Post.
The duo’s latest venture, Spring House in Tenafly, aims to transform the oldest home in the wealthy Bergen County borough into a vibrant community hub. They envision it as a suburban counterpart to New York City’s Soho House.
“I became obsessed with the town and the area,” Krieger explained. “It’s just 20 minutes from the city without traffic, with a good demographic and an eclectic community. There were very few hospitality options here, so it was a no-brainer.”
To create the unique dining experience, described by the owners as a “hug” for the community, they sought to blend nostalgia with a contemporary twist.
The town’s historic Demarest-Lyle House, which has stood for more than 200 years, has been meticulously renovated to retain its traditional charm while catering to modern tastes.
Krieger marveled at the “very unique piece of real estate” on first sight.
“I was driving past it and I saw the sign for sale,” he explained. “I walked in and called my wife immediately, telling her, ‘I need you to come here right now.’ ”
Together, Hirsch and Krieger saw the potential in Tenafly’s “supportive and appreciative” community.
The transformation of the Demarest-Lyle House was no small feat.
Still, renovations took just six months, in stark contrast to the lengthy processes often encountered in New York City.
“[We’ve been] watching it progressively get harder and harder with an infrastructure and a government set up to not help businesses, but to hurt businesses. That’s only gotten worse post-COVID,” Krieger said.
“There’s only so much of that an entrepreneur can handle before they say, ‘I’m not doing this anymore.’ So when we came out to New Jersey and were met with support and offers of help, it was very refreshing,” he explained.
The duo has completely divested from Manhattan and its intense competition. In Bergen County, they say, the community spirit has been a game-changer.
“We’re very bullish on this area,” Krieger said. “In the city, every five feet there’s a competitor and an issue. It was difficult before COVID and is even harder now. Here, the support from both the municipality and the residents is incredible.”
And they’re recruiting, too — Cure helped chef Justin Lee relocate his critically acclaimed vegan Chinese concept, Fat Choy, from the Lower East Side to Englewood last year.
The area’s allure isn’t lost on celebrities either. Cardi B, for example, made headlines for her move to New York City, only for it to be revealed that her new home was actually in Tenafly.
Neighboring Alpine was dubbed the “Beverly Hills of New Jersey,” and is home to comedians Chris Rock and Tracy Morgan.
For now, Spring House is a dining experience open to all — reservations are recommended — and there’s no fee to join, though they plan on initiating a Soho House-like membership model in the future.
The new menu will feature a blend of upscale Mediterranean and Italian cuisine, all locally sourced, with a kitchen led by chef Pasquale Frola, a European-trained culinary expert.
Frola, who helped a cruise ship restaurant nab a coveted Michelin star, brings a globally inspired fine-dining experience to Spring House. The menu boasts head-on Argentine shrimp over polenta, grilled octopus with Calabrian peppers and an elevated lasagna bolognese.
One of their main staples: a Piedmontese ribeye for two, cooked on a Himalayan sea salt rock.
“My belief since we have been open is to source all the recipes locally and make sure not to elaborate on them too much, not to use MSG. The stock is in-house, the butcher is in-house, bread is in-house, pastry is in-house, everything,” Frola said. “If I am at a place where my family cannot come to eat, I won’t work there.”
Each of the nine rooms at Spring House offers a distinct atmosphere, catering to a variety of experiences from dining and drinking to gathering with friends. The space includes indoor and outdoor seating for more than 200 guests.
Spring House also features a private cocktail lounge, outdoor garden area, co-working spaces and event spaces for corporate parties, birthdays, showers and dinner parties.
The future plans also include an ice cream shop and a mini market, reminiscent of a mini Eataly.
“Everyone in these surrounding suburbs says the same thing: there are very few options for dining and activities,” Hirsch said. “We hear these things and then we build.”
