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Neir’s Tavern Owner Loycent Gordon to Appear Live on NBC’s TODAY Show

 


FOR IMMEDIATE RELEASE

Contact:
Neir’s Tavern
Email: info@neirstavern.com
Website: NeirsTavern.com

Neir’s Tavern Owner Loycent Gordon to Appear Live on NBC’s TODAY Show The Tuesday 11/25 8am Before Small Business Saturday

Public Invited to Join The Live Plaza Audience with “Support Neir’s Tavern” Signs

Woodhaven, Queens, NY – November 24, 2025 – Neir’s Tavern, one of New York City’s oldest taverns and a beloved neighborhood institution since 1829, announced today that owner Loycent “Loy” Gordon will appear live on the NBC TODAY Show on Tuesday, November 25 at 8:00 a.m. ET as part of a segment celebrating American Express’ Shop Small® and Small Business Saturday.

The live interview will take place outside on the iconic TODAY Show Plaza at Rockefeller Center, and Neir’s is inviting supporters from across New York City to join the live audience with “Support Neir’s Tavern” and “Shop Small” signs to visually show their backing for historic small businesses.

“This isn’t just about one tavern,” said Loycent Gordon, owner of Neir’s Tavern. “It’s about every neighborhood place that gives a city its soul. Being on the TODAY Show is a chance to show America what happens when a community rallies around a small business — and to invite more people into that story.”

Neir’s Tavern, once nearly lost to rising costs and changing times, was saved through community action and has since become a national symbol of small business resilience. Gordon, who first walked into Neir’s as a customer before becoming the owner, has dedicated his career to preserving the tavern and building its “Road to 200” campaign to carry the bar to its 200th anniversary in 2029.

During the TODAY Show segment, Gordon will speak about:

  • The importance of Shop Small and Small Business Saturday for local businesses

  • How Neir’s Tavern was nearly forced to close — and how the community helped save it

  • Why protecting historic, community-driven businesses matters for future generations

Call to Action: Join the Plaza & Show Your Support

Neir’s Tavern is calling on supporters, customers, and neighborhood champions to:

  1. Attend the LIVE broadcast on the TODAY Show Plaza at Rockefeller Center on Tuesday, November 25 by 6:30am to get in and watch in person during the 8:00 a.m. ET hour.

  2. Bring handmade signs that proudly say things like:

    • “Support Neir’s Tavern”

    • “Neir's Tavern. Shop Small, Save Big History”

    • “Neir's Tavern: Community Conquers All”

  3. Wear Neir’s gear or Neir’s colors if you have them, and be ready to cheer and celebrate small businesses on national television.

Audience space is managed by the TODAY Show and is first-come, first-served, so supporters are encouraged to arrive early and follow all NBC instructions for plaza access and security. or email info@neirstavern.com your first and last name to get priority access. 

“If you’ve ever said ‘we need to support local businesses,’ this is your chance to literally show up and be seen doing it,” added Gordon. “Seeing Neir’s supporters out on the Plaza will send a powerful message that historic neighborhood places are worth fighting for.”

For Viewers Across the Country: Learn More & Get Involved

For those who watch the segment from home and want to go beyond just “shopping local,” Gordon is inviting people nationwide to learn more about Neir’s Ambassadors, a growing circle of supporters who want a real say in Neir’s future:

  • Visit NeirsTavern.com

  • Click on the Neir’s Ambassadors heading

  • Watch the American Express Shop Small® video that tells the full story of how Gordon went from customer to owner and why he’s building an Ambassador Club to help carry Neir’s to 200 years and beyond

  • Opt in to receive updates and future opportunities to apply as a Neir’s Ambassador

About Neir’s Tavern

Founded in 1829 in Woodhaven, Queens, Neir’s Tavern is widely recognized as one of New York City’s oldest taverns and one of America’s longest continuously operating bars. Known for its deep neighborhood roots, cinematic history, and appearances in films like Goodfellas, Neir’s has become a symbol of community resilience and small business preservation. Under the leadership of owner Loycent “Loy” Gordon, Neir’s has been honored in the U.S. Congressional Record, celebrated in national media, and is currently on its “Road to 200” campaign to secure the tavern’s future for generations to come.

For more information, visit NeirsTavern.com.

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