Work in Progress

Three years ago, the Metropolitan Transportation Authority erected barricades on Second Avenue to begin subway construction. Joe Pecora was of course worried about his restaurant, Delizia, on East 92nd Street, but his concern extended to neighboring businesses as well. â??I don"t want to be the only one standing, he said. â??It just takes an effort from everybody"s part to make this area survive. Pecora, who lives in Great Neck, Long Island, with his wife and three children, has done his part by leading the Second Avenue Business Association. An early meeting between the MTA, city officials and business owners about the project"s financial impact ignited his inner community activist. When an MTA representative said the agency usually did not financially help businesses affected by its projects, it struck a nerve with Pecora and other owners, and led to the association"s creation. As a result of the merchants" efforts, the construction company Skanska recently donated $3,000 for 10,000 special-edition shopping bags for businesses. A photo exhibit of the neighborhood in the 1930s and 1940s displayed in area businesses, along with a photo contest for children, is meant to draw foot traffic's and potential customers. Pecora concedes that leading the association while running his restaurant hasn"t been easy. Some business owners have quit in frustration with the slow governmental process for aid. But Pecora says he believes in government, and elected officials are supporting him. â??They have, as business owners, a lot on their plate, so the fact that he would volunteer and spend so much time on those efforts is commendable, said Council Member Jessica Lappin. Council Member Dan Garodnick said he"s amazed that Pecora still supports the overall project. â??Despite all the challenges posed by the subway construction, he remains committed to getting the Second Avenue subway built's without further delays, he wrote in an email. While Pecora refuses to give in to what he calls â??a victim mentality, he has seen the suffering construction has caused. Barbara Antonio, who previously headed the association, quit after she closed her shop, Wine Lovers. Fifteen other businesses have also closed. Delizia, which Pecora has owned for 21 years, hasn"t seen its annual five to 10 percent business growth since construction began. Employees worry about job security. But he has turned difficulties into opportunities by reinventing his business strategy. Since it"s harder to draw traffic, Pecora boosted deliveries and instated promotions, like complimentary tiramisu on Thursdays. â??Sometimes, I used to come in on autopilot, Pecora said. â??Now I"m more involved. â??It"s okay because I"m working harder, and whatever I get, I appreciate, he added. As construction progresses down Second Avenue, Pecora hopes other business owners will continue the association"s work. â??We came up with new ideas instead of complaining, he said. â??If we all work together, we can all benefit from it.