All in the Family

joe o. brusco has never lived on the upper west side, but he knows it better than most.

"i grew up in the [family] business. starting at 8, 9 years old, i was handing my father nails. i worked all through school, high school, in the summers-all on the upper west side."

brusco, his wife of 26 years and their five children live in westchester. but he's deep in the west side neighborhood. as a property owner and manager of the brusco group (they also operate under the name westside management corp.), he no longer pounds nails. he is the oldest of three brothers, and all are involved in the business in some capacity. most of the company's properties are townhouse-style buildings and small walk-up tenements located on the interior of the blocks between west 40th and 109th streets along columbus and amsterdam avenues. it's a mix of commercial and residential space.

over the years, brusco has developed a keen sense for what will or will not succeed in his commercial space. one rental he cites with pride is burger joint shake shack, on columbus avenue, where lines snake out the door.

"i rented that store," he said. "we are particular about who comes in there, owning the building ourselves. i know who will make it and who won't."

"most of his places are long term," said barbara adler, executive director of the columbus avenue business improvement district (bid). "he has very good instincts about what works and what doesn't. merchants in the area that rent his space speak well of him."

any business that falls within the bid's boundaries pays a fee to cover projects like tree guard maintenance, security and flower plantings. the bid is also responsible for holiday lighting, and hires the doe fund, a group that employs formerly homeless people, to help with sanitation, graffiti and snow removal.

"we're very much involved in upgrading the area," brusco said.

brusco's involvement on the west side includes 11 years of participation on the bid's board.

"joe was an original member," adler said. "he jumped right in with two feet. he's always been on the executive board. one-and-a-half years ago he became treasurer."

brusco offered to spearhead the northward expansion of the district, from west 82nd to 86th streets, a process that must go through proper city channels and is expected to take two years.

a successful two-year-old initiative is "new taste of the upper west side," an annual event showcasing area restaurants, local wines and chefs. it is held in the spring under a big white tent on the asphalt schoolyard across from shake shack.

"not only was it sold out, but there were many people turned away," brusco said. "my wife and i had a great time and are looking forward to attending next year once again."