fire at 7 East 23rd Street resulted in one of the deadliest building collapses in the history of the New York City Fire Department, when 12 FDNY staff—two chiefs, two lieutenants, and eight firefighters—were killed. This was the department's greatest loss of life before the September 11 terrorist attacks. A plaque honoring the victims can be seen on Madison Green, the apartment building currently occupying the site. Restoration By the middle of the 20th century, some of the buildings in the neighborhood were half-empty, and it was widely recognized that the park needed to be restored and renovated. Efforts began in 1979 with a privately funded program to clean up and maintain the park, the first time that non-public funding was used in New York City for long-term work in the city's parks. Then, in November 1986, ground was broken on what was to become the full-scale restoration of the park. Phase one of the project, involving the north end of the park and Worth Square, was completed in 1988, and included the addition of a playground in the northeast corner. Phase two was to have begun in November 1987, but never got started, leaving the south end of the park unrestored for 11 years. In 1997, the New York City Department of Parks and Recreation asked the City Parks Foundation to organize an effort to raise funds to complete the revitalization. Their "Campaign for the New Madison Square Park" led to the renovation and restoration of the park, the addition of a dog run and the return of to the southeast corner. An outgrowth of the fund-raising campaign was the formation of Madison Square Park Conservancy, a public-private partnership whose mission is to keep it "a bright, beautiful and active public park." One amenity, added to the park in July 2004, is the Shake Shack, a popular permanent stand that serves hamburgers, hot dogs, shakes and other similar food, as well as wine. Its distinctive building, which was designed by Sculpture in the Environment, an architectural and environmental design firm based in Lower Manhattan, sits near the southeast entrance to the park. In 2010, park designer and horticulturalist Lynden Miller was hired to reconfigure the planting beds.}} Current status The names of the neighborhoods around Madison Square have changed frequently, and continue to do so. Around the park and to the south is the Flatiron District, an area that,