Pioneering On W. 37th St.: Madness Or Midas Touch?

What if you built a beautiful, Off-Broadway theatre complex and the market for it failed to materialize? “Located on a stretch where parking lots are the only businesses open after dark, 37 Arts has an address that one producer joked was ‘just east of dire,’ alluding to the nearby Dyer Avenue, which is actually northeast of the building. It wasn’t supposed to be that way.”