Brooklyn, I’m Trying

Formerly located at 199 Kent Street in Brooklyn, the entity known as "Brooklyn, I'm Trying" presents a unique case. While listed as a travel agency, a deeper look reveals it operated more as a multifaceted lifestyle brand and blog, with hyper-local Brooklyn walking tours being its primary commercial travel offering. The business is now marked as permanently closed, a crucial piece of information for any potential customer searching for its services. This shift from an operational business to a defunct one fundamentally changes the perspective of any review; it becomes less of a consumer guide and more of a business post-mortem, examining what it offered and the potential reasons for its current status.

The Concept: A Hyper-Local Approach

The core strength and appeal of "Brooklyn, I'm Trying" stemmed from its deeply personal and niche focus. Founded by Liz Norment, it began not as a traditional agency but as a weekly email newsletter detailing weekend happenings for a small group of friends. This organic growth suggests an authentic connection to the local scene, which eventually blossomed into a broader lifestyle blog covering culture, travel, food, and fashion. The name itself—"Brooklyn, I'm Trying"—evokes a sense of earnest, relatable striving that likely resonated with its target audience of urban explorers. This was not a place for booking all-inclusive resorts; its mission was to "inspire the adventurous soul" and connect people with the heartbeat of the city.

The primary travel-related service offered was a selection of specialized walking tours within Brooklyn. These were not generic sightseeing trips. Instead, they were curated experiences with specific themes, such as "A Very Wet Prohibition Tour in the Brooklyn Navy Yard," a "Greenpoint Brewery + Distillery Tour," and "The Brooklyn Italian Food and Culture Tour." This approach positioned the business as an expert in local tourism and a provider of custom travel itineraries for those wanting to experience the borough authentically. The single available online review, which gave a 5-star rating, praised a custom-designed Italian food tour that was both informative and fun, highlighting it as the peak of a reunion trip. This positive, albeit limited, feedback underscores the potential and quality of its specialized offerings.

The Digital Presence: Blog as a Brand

Unlike many traditional tour operators, the agency's main platform was its blog. The website was a rich tapestry of content that went far beyond travel, including articles on beauty, fashion, poetry, and personal stories. It published city guides not just for Brooklyn but for other destinations like Virginia Beach and St. Petersburg, Florida, showcasing a consistent brand voice focused on urban exploration. The blog's aesthetic was noted for its high-quality photography and clean, minimalist design, which helped elevate the content and attract readers. This strong digital presence was a significant asset, functioning as both a marketing tool and the central pillar of the brand's identity. It was a go-to resource for those looking to experience city life, blending travel inspiration with broader lifestyle content.

What Worked Well

• Authentic Niche Focus: By concentrating on curated Brooklyn walking tours and a distinct lifestyle brand, it carved out a unique space in a crowded market of travel agencies in Brooklyn. It appealed to travelers seeking genuine experiences over standardized packages.
• Strong Brand Identity: The quirky name and personal storytelling created a relatable and memorable brand that was more than just a service; it was a perspective on urban life.
• High-Quality Content: The well-regarded blog served as an effective content marketing engine, drawing in an audience interested in travel, culture, and local discoveries.

The Drawbacks and Demise

Despite its appealing concept, "Brooklyn, I'm Trying" ultimately ceased operations. The most significant drawback for any potential client today is straightforward: it is permanently closed. For those assessing its history, several challenges become apparent. The business model, heavily reliant on a personality-driven blog and local walking tours, is difficult to scale. While it excelled at creating a niche community, its commercial offerings were limited. A prospective traveler looking for comprehensive vacation planning, flight bookings, or international holiday packages would not have found those services here.

Furthermore, the public-facing data shows an extremely narrow customer feedback profile. The Google business listing has only one rating with no accompanying text, and the website features a single testimonial. While positive, this lack of widespread reviews makes it difficult to assess the consistency and reliability of the service when it was active. A modern travel consultant thrives on social proof, and the near-absence of it is a considerable red flag. This lack of a broad review base suggests the business may have been a very small, perhaps even a solo, venture that struggled to gain significant market traction beyond its blog readership.

Areas for Concern

• Permanent Closure: The business is no longer a viable option for any booking travel needs.
• Limited Service Range: Its focus was almost exclusively on local Brooklyn tours, not comprehensive travel planning services.
• Lack of Customer Reviews: An extremely small number of public reviews makes it impossible to gauge the historical consistency or customer satisfaction at scale.
• Scalability Issues: A business model so closely tied to its founder and a specific locale presents inherent challenges for growth and long-term sustainability.

Conclusion

In retrospect, "Brooklyn, I'm Trying" was less a conventional travel agency and more of a creative project and lifestyle blog that offered boutique tour services. Its strength was its authentic, hyper-local voice and curated experiences for a specific type of traveler. However, its niche focus and limited operational scale likely contributed to its eventual closure. While it no longer serves customers, its history offers a compelling example of a passion-driven business that successfully built a brand identity but may have fallen short in converting that identity into a sustainable, scalable enterprise. For travelers currently seeking adventure travel planning or local tours in New York, the search must continue elsewhere.