It’s a Jungle In There By Rainforest Cafe® Creator Steven Schussler

Andrew Marc will Sponsor The Building of the Structure, and will Feature Their Fall 2010 Outerwear Event to Raise Awareness for Smile Network International
(THURSDAY, NOVEMBER 18, 2010) FOR IMMEDIATE RELEASE—It was announced early this morning that a 15-ton palace carved out of more than 30,000 pounds of ice will be constructed on the Fox Plaza, 48th Street and Avenue of the Americas, for a “Fox and Friends” interview on Friday, November 19th in support of a book segment for It’s a Jungle in There, written by author and Rainforest Cafe® creator Steven Schussler with Marvin Karlins. The mission for the event is to raise awareness for Smile Network International, (, a Minnesota-based 501(c) 3 organization that surgically repairs cleft lips and palates of impoverished young people around the world. Steven Schussler is a founding member and lifetime advisor of the board of directors, and 100% of his proceeds from the book will go to Smile Network International. The event will be sponsored by the Andrew Marc luxury apparel brand, who will supply the hosts of the TV show with garments from their fall 2010 collection. Andrew Marc will also spearhead a sweepstakes for the viewers to enter to win a $1,000 shopping spree on In addition, their team of models will also be passing out hot chocolate & biscotti to people in and around the plaza.

Originally from Rockaway Beach, New York, Steven Schussler is no stranger to PR stunts, and his book, It’s a Jungle in There, encourages anyone with a dream to “learn to become a creative genius, and take your ideas as far as you can to make them come true.” In order to attract investors for his idea of Rainforest Cafe, he transformed his home into the Rainforest Cafe® prototype. After four years of showing the concept to potential investors, Schussler opened the first Rainforest Cafe® at the Mall of America in Bloomington, Minnesota in October 1994. He and his public company built and operated 45 Rainforest Cafe® restaurants in seven years, on three continents and sold the chain to Landry’s Restaurants Inc. in 2000. Before selling to Landry’s, Rainforest Cafe® received over 40 awards in 6 years including: Fortune Magazine’s “Top 100 Fastest Growing Companies in the U.S.A.” (named to the list two consecutive years); Nation’s Restaurant News’ “Hot Concept Award,” and Entrepreneur Magazine’s “Top 100 Entreprenuers.”

Steven Schussler says, “What better way to kick-off Thanksgiving than by giving thanks for what you have. At the end of the day, it’s not about how much you can acquire in your life, but how much you can help others. In Chapter 28 of my book, It’s a Jungle in There, I talk about the importance of philanthropy and how entrepreneurs must embrace social responsibility. My motive for creating the Ice Palace on the Fox Plaza is to raise awareness for Smile Network International, and to share the message that anyone can overcome obstacles and get ahead in business if they put their mind to it.”

The Ice Palace, which is also a prototype for Steven Schussler’s concept restaurant called, “Water, Fire & Ice™ The Ultra Polar Lounge™,” will be carved by Minneapolis-based Ice Occasions™ owner, Chris Swarbrick. His team also created sculptures for the Vancouver Olympics, and the Republican National Convention in Minneapolis. “It will take (100) 300-pound blocks of ice to construct the 15-ton Ice Palace on the Fox Plaza, and upon completion will house an ice bar stocked with Aquadeco Water in beautiful designer bottles, a circular ice couch, a fire and ice table (with real fire), an ice carving of a penguin, and a full size gorilla!,” said Swarbrick.

For More Information about the event, or to interview Steven Schussler, please contact Justin Loeber and his team at Mouth Public Relations (, 212-260-7576;

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