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Tavern’s name game continues

NY Times - December 9, 2009 Share/Save/Bookmark

And now, Tavern on the Green: the marketing plan. But not for the restaurant. For the name itself. The LeRoy family, which in three weeks will turn over the license it has held for decades to run the landmark restaurant in Central Park, has hired a consulting firm to sell the restaurant's name, even if it's not attached to the restaurant itself - and even if a judge has yet to decide whether they actually own it. When Tavern, under the LeRoy family, filed for bankruptcy protection in September, the name – appraised at $19 million by Marshall & Stevens, a valuation firm – became its greatest asset to more than 450 creditors who are owed $8 million.

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