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CNN: A beauty beyond skin deep

Earlier this month he sent out some 10, 000 postcards to neighborhood residents and businesses, inviting them to an open bar from 5 p.m. to 7 p.m. each night that week. ("We're not spending a penny, because we have connections with the liquor companies, " he says.) Next up: a party for all the concierges at Manhattan's major hotels, and after that, a night for all the U.N. ambassadors.

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