Portraits of Pine Brook
PI N E B R O O K N E I G H BOR H OOD R E V I TA LI Z AT I ON S C R AN TO N , PE N N S YLVA N I A PINE BROOK SCRANTON | 1
PORTRAITS Erica Vitaletti, National Bakery Meegan Possemato, On&On John Lettieri, Lettieri Auction & Appraisals Carmile Fiorillo, Antonio’s Pizza & Restaurant Jeff Vagnetti, Lackawanna Printing Co. Annie Grossinger, Photographer
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Erica Vitaletti, National Bakery a third generation Scranton institution Baking is in their blood. Anthony Vitaletti (Erica’s
so the family had a plan B. Enrico Sr. went to
grandfather) grew up baking at Lucci’s Bakery
RIT, before he and his brother took over the
in Archibald. When he came back from World
business. And now Enrico’s son is president of
War II, he wanted to open his own bakery. One
the corporation.
day a friend of his pulled up said, “Get in the car. There’s a little bakery for sale in Scranton.” That was 1946. Anthony got in the car and never looked back. No one knows why he picked the
“Pine Brook is the perfect spot for us, we haven’t ever considered leaving – people stop by on their way to and from Downtown. We are part of
name “National Bakery,” but it stuck.
people’s daily routines and holidays. We have the
What started as a small Scranton bakery is now
– schools, colleges, restaurants – and still be the
a multi-generational Scranton institution. Four
go-to for family picnics and events like the Italian
of Anthony’s brothers worked with him, but he
festival. It is the best of both worlds,” said Enrico
insisted his son (Enrico Sr.) get an education
Vitaletti, Sr.
space and flexibility to work with large accounts
PINE BROOK SCRANTON | 5
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Meegan Possemato, On&On
the incubator marketplace for vintage wares On&On started out as a hobby of Meegan’s –
Enter On&On. With Meegan’s marketing
she was testing out the concept of marketing
experience and breadth of local knowledge, she
a collective group with a similar interest:
and her partner Andrew opted to lease her first
repurposed, handmade, or vintage objects.
brick and mortar space, it was a modest 1,200
Eventually she had developed a network of
SF. In less than two years, they’d outgrown their
vendors, and had successfully hosted three pop
storefront and bought their current location: a
up events, bringing interest and buyers. After
6,000 SF warehouse with ample parking. After
the third success, she had proof of concept and
moving to Pine Brook three years ago with a bit
she felt there was a demand for a marketplace.
of trepidation she’s never looked back. They’re
Her vendors were looking for a more permanent
now a regional vintage destination and bursting
home for their wares, beyond individual pop ups
at the seams with goodies.
and flea markets.
PINE BROOK SCRANTON | 7
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John Lettieri, Lettieri Auction and Appraisals auctioneer, appraiser, and podcast host John Lettieri (pictured left) is a retired
John needed his own space -- and it didn’t
pharmacist whose hobby turned into a
need to be abundant with foot traffic, it’s an
business. John was buying and selling on Ebay
auction house after all. “If you have the right
but realized he was on the wrong side of the
stuff they’ll come from all over, and they’re like
transaction. For 8 years, John worked at New
little kids [people with money] after the house
York City flea markets selling furniture he
and the car they start collecting… and they
made out of reclaimed barnwood through a
get really particular – if you’re not familiar with
partnership with Lancaster Mennonites.
it, they’ll be explaining why one thing is more
“New York City’s flea market scene was like a jungle,” John said. Even after hiring a former taxi driver as his guide he knew there must be a better way than to be a “tourist” in this particular urban jungle.
valuable than the next and it just sounds like ‘it’s got the whizmidoodles not the zipteedoos,’” said John, who has successfully auctioned both whizmidoodles and zipteedoos to collectors from all over the globe.
PINE BROOK SCRANTON | 9
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Carmile Fiorillo, Antonio’s Pizza & Restaurant Second generation pizza chef Antonio Fiorillo immigrated from Italy at
“When my Dad first opened the shop, people
age 19. Carmine (pictured to the left) is his
gave him a hard time. They broke the shop
son. Antonio learned to make pizza in the
windows and stuff like that. Maybe his Italian
Italian village where he grew up. He brought
heritage had something to do with it? Hard to
his penchant for pizza-making with him to
know. It isn’t really like that anymore, but back
Scranton, however, Antionio traveled for work
then it mattered he wasn’t from Scranton,”
rarely getting the opportunity to hone his
said Carmine. Antonio was determined, and
culinary craft. In 1983, he changed course
over time he made those same rock throwing
and decided he’d like to work closer to home
people his friends. “He was very forgiving and
so he opened up the pizza shop.
resilient,” said Carmine. Proving resilience and forgiveness are vital attributes of any successful business owner.
P I N E B R O O K S C R A N T O N | 11
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Jeff Vagnetti, Lackawanna Printing Co. The end of the line
Jeff and his father worked at the Tribune
the shop – it is all delivery. So, it is really
and decided to start their own printing
about proximity and access, more than the
business because they saw the writing on
immediate surroundings of the shop. Which
the wall with newspapers downsizing and
makes Pine Brook an ideal location. But it’s
evolving nationwide. They moved to this
more than a strategic location that keeps his
location in 1971, but Jeff is the end of the
business a success. Jeff believes it all hinges
line – he’ll continue running the business
on integrity.
until he retires, but he doesn’t have children he expects to pass the business along to
“It’s about being good, honest people. Treat
and so he thinks the business will close
them good and they treat you good. Total
once he is ready to move on. The location
honesty – that’s it,” says Jeff. “I treat my
is perfect for quick service to Downtown
customers like family because they feed me.
clients, but most clients never come to
After 30 years, they’re not just a customer.”
P I N E B R O O K S C R A N T O N | 13
ncnepa.org/
“ WRT Planning + Design 1700 Market Street Philadelphia, PA 19103 wrtdesign.com
United Neighborhood Centers of Northeastern Pennsylvania 425 Alder Street Scranton, PA 18505 uncnepa.org/