Pier 17 has had some difficulty attracting shoppers in the past. Maybe it's just not an exciting enough place. But what if it was ON FIRE? The pier tried that out yesterday and found that it's actually even more difficult to attract shoppers when they're all fleeing in terror. The fire started around 4 p.m. under the pier and was quickly dealt with by firefighters, who cut through the decking to reach the flames underneath. The pier has since been assessed by the Buildings Department, which determined that it is both structurally sound and not on fire any more. Guess it's back to the drawing board. [NYT]
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