LeRoy Family Hires Firm to Market Tavern on the Green's Name

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The latest in the never-ending saga of Tavern on the Green, which may or may not soon be known as Tavern on the Park: the LeRoy family, Tavern's longtime owners, have hired a consulting firm to sell the restaurant's name.

As Diner's Journal reports, the LeRoys' greatest asset is the restaurant's name, which has been appraised at $19 million. As a consultant with the firm they hired explained, "[b]uying the Tavern name is a shortcut to the expensive and time-consuming process that is necessary to build the kind of awareness that Tavern on the Green would immediately bring to mind."


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