Some Montgomery County businesses close, Bethesda gym confirms member has coronavirus

UPDATE - 12:41 PM 3/15/20: Jaleo at Bethesda Row and all other Think Food Group restaurants have just announced they are closed "until further notice." Chef/ownership partner José Andrés says some of the restaurants will be used as community kitchens for those who need meals during this crisis. "We are in an unprecedented emergency...and as painful as it is, ALL restaurants, bars, etc. must be closed across America if we are to avoid what’s happening in other countries. This is the only way," he tweeted.

The first coronavirus-related business closures in Montgomery County have occurred. The Apple Stores at Bethesda Row and Westfield Montgomery Mall have closed until March 27, 2020. Apple is closing all of its stores outside of China until that date. Mynd Spa & Salon at Pike & Rose announced at the close of business last night that it would close indefinitely due to the coronavirus pandemic.

While those businesses closed to avoid employees and customers contracting covid-19, upscale gym Equinox in Bethesda already had a member who did. WUSA-9 reported that the Bethesda Row fitness facility confirmed a member tested positive for coronavirus after last working out there on March 9. Some employees and members of the gym expressed anxiety over its decision not to temporarily close, and WUSA-9 cited Centers for Disease Control and Prevention guidelines that suggest a 24-hour closure is needed before an exposure site can be disinfected.

Mall operator Westfield released identical statements regarding its Montgomery Mall and Wheaton Plaza properties Saturday. Westfield stressed that both retail centers remain open, but that it will allow individual tenants to change hours or close as needed to protect their staff and patrons. The company added that the open status of the mall could change if the CDC or government authorities request such gathering places be closed.

President Trump announced he tested negative for coronavirus on Saturday. The United Kingdom announced citizens 70 and older would be asked to self-isolate in the near future, but Maryland Larry Hogan had long ago recommended Marylanders 60 and older do just that to avoid exposure to the virus.

Some of the business closures appear to be driven by the same magical thinking of local politicians that schools would somehow be able to reopen in only two weeks. That will almost certainly not be the case. Testing locally and nationally remains inadequate, and as a result, we have no true sense of how far and how rapidly covid-19 has spread in our county and region yet. But no credible medical professional believes this will blow over in two weeks. "I'm not an epidemiologist, but I did stay at a Holiday Inn Express last night."

Equinox to partially renovate at Bethesda Row

Equinox, the upscale gym at Bethesda Row, is planning an upscale partial renovation of its facilities. All of the updates will be to the interior of the popular fitness studios at 4905 Elm Street. The estimated cost of the remodeling is $250,000.

Equinox gym asks potential members to "Commit to something" at Bethesda Row (Photos)

As Equinox marketing campaigns go, this one is fairly tame. "Commit to something" is the tagline for the high-end gym chain's latest ads, which include a large billboard facing Woodmont Avenue on the facade of their Bethesda Row location. A woman - who clearly chose to spend more on her Equinox membership than her apartment rent - stands in her kitchen, with her fitness commitment equaled only by her commitment to being a cat lady.

Considering the dust-up generated by a previous Equinox billboard, count your lucky stars that they didn't install the Lydia Hearst shot from this campaign.

The campaign was created by Wieden + Kennedy New York, and photographed by Steven Klein, who recently was responsible for the infamous Kylie Jenner wheelchair photo.

"OFFENSIVE" BILLBOARD COMES DOWN AT BETHESDA ROW GYM (PHOTOS)

The controversial "Dexterity" billboard, which a local organization labeled "offensive and sexist," has been taken down from the exterior of Equinox gym at Bethesda Row.

Online commenters overwhelmingly had positive reactions to the ad, and called the minor brouhaha much ado about nothing.

The removal of the ad had nothing to do with the criticism, as Equinox had already scheduled the end of this promotion in advance; the billboard had been displayed for months without public complaint.

GROUP DEMANDS REMOVAL OF "OFFENSIVE AND SEXIST BILLBOARD" AT BETHESDA ROW GYM (PHOTO)

A local but anonymous group, Sexism Matters, has launched an online petition asking the Equinox fitness chain to remove an "offensive and sexist billboard" from its Bethesda Row building facade.

In the group's petition, which currently has 172 signatures, they tell Equinox CEO Harvey Spevak "our daughters and sons walk by the billboard outside Equinox Gym every day. They see a woman in a degrading sexual position, being 'celebrated' for her hypersexualized and supposed dexterity, with a pool cue and balls. This is somehow meant to advertise for a fitness facility. Our children shouldn't be subjected to this. Our female friends and family shouldn't be viewed like this, nor forced to conform to it."

Some context here: The facade advertisement features one of several images in Equinox's 2013 "Dexterity" marketing campaign. The photographs were taken by a renowned but highly-controversial photographer, Terry Richardson. Richardson is best known for his photos of top celebrities like Beyonce and Lady GaGa. He collaborated on a photo book with the latter, no stranger to controversy herself.

The resulting campaign has been recognized and praised on both sides of the Atlantic. Hiring Richardson was a deliberate choice by Equinox. They knew his work would be provocative, and certainly, the campaign was meant to provoke a response.

It has.

This local petition is only one example of complaints by offended parties across the internet.

But the campaign has succeeded: it's being talked about. They've got your attention. And that's the whole point. Aside from actual criminal activity, there's usually no such thing as bad press.

There is the First Amendment right, too, of the company to communicate anything it wants. So, too, are the petitioners exercising that right themselves. And the great thing about America, is people get to decide for themselves. Does the ad convince you to buy an Equinox membership? Or are you offended, and will go elsewhere?

Equinox does not currently seem to be hurting for members. But they have always had an edgy marketing campaign. That edginess - along with the high-quality, upscale product they provide - has distinguished them from competing gyms. And arguably, has played a role in its success.

The models are thin, and the fashions are expensive. And so they are in Federal Realty's marketing materials, as well. Bethesda Row is an "aspirational" place. It's not surprising that companies targeting an aspirational audience would give them what they believe those demographics aspire to.

Clearly, Sexism Matters feels some of the "values" in the Equinox campaign are not ones to aspire to. Others probably wonder what the fuss is all about.

You've got to give the ad agency credit - much like The Lauren's in-your-face condo ads on Hampden Lane - people are talking about it. (And, unlike The Lauren ads, some have said positive things about the Equinox campaign). In the ad world, that's what you live for.

What do you think about the ad?

REDWOOD BETHESDA SERVING NEW POWER FIT MENU DESIGNED BY EQUINOX

Redwood on Bethesda Lane has teamed up with Bethesda Row neighbor Equinox, to present a new Power Fit menu.

The 3-course $45 menu is for the health-conscious diner:

FIRST COURSE

Chilled English Pea Soup

Tarragon Raw Pea Salad, shrimp, crab, ricotta croutons

SECOND COURSE

Sesame and cilantro marinated halibut

Stir-fried soba noodles, vegetables, herbs, charred scallion-lemongrass broth

THIRD COURSE

Lemon sorbet

Berry compote, blueberry soup, cocoa nib tuile

THE FRONT ROW AT BETHESDA ROW: FINAL DAY!

The Front Row at Bethesda Row concludes today.  Although the big night of the fashion show and celebrities is now in the past, there are still some events you will enjoy today at The Row!

If you've got kids, sign them up now for the kids' cooking class at Vapiano from 10-11:30 this morning - RSVP to v.martinez@vapiano.com right now.

Enjoy a lobster lunch courtesy of future Bethesda Row tenant, Luke's Lobster on Bethesda Lane from 11 AM - 2 PM.

Take an EQ360 class at 3:00 PM at Equinox.

To RSVP for the Equinox class, and for a full list of today's events, click here!

Finally, stop by Lucy on Bethesda Lane from 12-2 PM, for beauty tips from the experts at Bethesda Row's bluemercury.