Influencer New York Nico dishes on his new 'Guide to NYC' for both locals and tourists

Nicholas Heller, known to his millions of followers as New York Nico, calls himself the “unofficial talent scout of New York.” He wanders around the city making videos with quintessential New York City characters and shares them on his popular Instagram and TikTok accounts.

Now, Heller is also an author, with a book out on Tuesday called " New York Nico's Guide to NYC ." It features the stories of 100 of his favorite local businesses in all five boroughs, from the Sweet Pickle bookstore to the Lemon Ice King of Corona.

“The book is for everybody,” said Heller. “Truly, it's just my guidebook. These are my favorite spots. I don't really do fine dining. I focus more on the mom-and-pop shops, the greasy spoon diners, luncheonettes.”

On a recent episode of "All of It," he talked to WNYC’s Alison Stewart about growing up in the city, how he became an influencer and more. An edited version of their conversation is below.

Alison Stewart: You're born and raised in New York, yes?

Nicholas Heller: Yes, Union Square.

You write in the book that you didn't truly appreciate New York until you moved to LA and you couldn't find a good slice.

Correct.

Why did leaving New York change your perspective of home?

When I went to Los Angeles, I did a cross-country road trip. I got to experience a handful of cities between New York and LA. It just made me realize how special and unique New York is. After I failed at being an LA guy, I moved back to New York, and that's when things started to click.

When you came back from LA and you set out to explore not just Manhattan, you went all over the place, what was something you realized about New York by visiting all corners?

Really, it's the people that make New York. When I came back to New York from LA, I started this web series where I would profile fascinating New York City street celebrities, and it just made me realize that New York has the best people in the world. And that's what made me kind of re-fall in love with the city I was born and raised in.

One of the guys you profiled was carrying a sign reading, "6'7" Jew will freestyle rap for you."

Yes, he was the first. He was the one who made me re-fall back in love with New York.

What do you remember about connecting with that guy particularly?

It was at the lowest point in my life. I was 22, I think, and had just come back from failing miserably in LA, and I was living with my parents again. I was sitting in Union Square Park, kind of contemplating what I was going to do next, and I just noticed him out of the corner of my eye. I'd seen him all throughout high school.

Generally, I was pretty shy, but I used this point as an opportunity to just talk with this guy. We ended up walking around the city together. Afterwards, I asked if I could make a documentary on him, and I'd never made one before. Made this documentary, and it kind of led to 16 other short documentaries about New York City celebrities, street celebrities.

You mentioned Union Square. You were the mayor of 16th Street, right?

According to my parents, I was.

East or West?

West.

Do you have a business or a store in the book that reminds you of your childhood?

Veniero's Pastry is where my mom got my first birthday cake. I profile 100 businesses. Some of them are more new to me, but a lot of them, I've been going to for forever. These businesses are 20, 30, 40, even 200 years old, so a lot of them I remember from being a kid, and they haven't changed that much, which is awesome. I want them to stay around forever.

You write that this book isn't just a New York City guidebook, it's a document of a moment in New York City. What kind of New York moment?

New York is ever changing. Since we actually started writing the book, about eight of the businesses have closed for one reason or another. I hope that the remaining businesses stay forever, but in reality, stuff happens. I'm hoping that 10, 15, 20 years from now, people could pick up this book and be reminded of this time in New York history with these amazing businesses, the amazing people who run these businesses, and their stories.

Let's talk about the Army Navy Bags video . It's pinned to your TikTok account and has over 20 million views. You visit Henry Yao, owner of Army Navy Bags on Houston Street. What's so special about Henry?

During the pandemic, a friend reached out to me and told me that this business was struggling and needed some help. He had a GoFundMe set up. I think the goal was $50,000. He asked me if I could share it. I said, "Look, I know this guy. I'm not on a first-name basis with him, but I would love to interview him, post it on my page and see what happens."

I went in, did this interview, posted it on Instagram. I think within a day he reached his goal of $50,000. That's when I realized the power of social media and how people are willing to help New Yorkers in need. Henry is just such an iconic New Yorker. He's been there forever, means a lot to a lot of people. His reaction to seeing me is the most heartwarming thing ever.

Let's talk about Astor Place Hairstylists . You've been getting your hair cut there since you were 10. What makes it a local landmark?

I believe Astor Place is from 1965 and is one of the oldest barbershops in Manhattan. It's also the biggest barbershop in Manhattan. I included a barbershop in a guidebook, which is kind of strange. But to me, it's more than a barbershop, it's a museum. In fact, one of the co-owners, Big Mike, who's been there for 40-plus years and actually just retired, has a gallery of all his paintings in the back room.

I actually made a film about that a few years ago called "Big Mike Takes Lunch." It's just such a special place. It truly is a museum. There's all different types of people. The sign, when you walk in, it says — it's kind of hard to explain without seeing it, but it says, "We speak," and then it's like every single language you can think of at the end, and a little bit of English.

Let's head up to the Bronx, 239 City Island Ave., a business called Dan's Parents' House . You write that the best way to describe the place is as walking into a 19th-century home that is actually a time warp to your childhood memories. Please explain.

First of all, Dan's Parents' House is on City Island, which is —

So fun.

So fun. I actually have two businesses in the book from City Island. That and Johnny's Reef, which is the best fried fish in the city. Dan's Parents' House, there's just not a lot of places like it. It's like vintage toys from the '60s, '70s, '80s. Every time you go in there, or every time I go in there, it seems like he has new stuff, which is great. Yes, it's just like you're time-warped into a different era. It's so fun.

It's fun to look through your books. I'm like, "Oh, been there. Love that. Did that. Oh, that's new."

I have a checklist in the back where you can check off all the places you've been to. I'd love for you to do that. I'm curious. I'm sure you've hit a bunch of them.

I've hit a few. Let's talk about Queens, the Lemon Ice King of Corona. What makes an old-school place like this still the best?

Oh my God. I love Lemon Ice King of Corona . The peanut butter ice is to die for. I never use that term, but it's to die for. There's chunks of peanut butter chocolate chips in there. Anyway, what was your question? I got distracted because I really want Lemon Ice King.

This is not fancy-pants. It's so not fancy-pants that they don't mix flavors. I think I say it in the book, he would not mix flavors for his dying grandmother. You have to buy it separately.

We're going to head to Brooklyn for a place that you describe as New York Nico HQ, Anthony & Son Panini Shoppe . What's good here besides the panini?

I have my own sandwich there, actually. But I'm a little embarrassed by it because I created it eight years ago when I was on a health kick. It's very healthy, you know, it's not like what I want to be represented. It's a great, great spot. Been around for 30-plus years and it's a breeding ground for talent. A lot of the talent that you would see on my page actually came from the panini shop. Yes, I recommend going there.

You have to tell me what's in your sandwich now.

Oh, man. I was hoping you didn't ask. I'm so embarrassed to say this.

It's OK. We're a judgment-free zone.

I've asked them to take it off the menu, but they say it sells too well, so they can't. It's a lettuce wrap.

Aw, man. Come on.

I know. I'm telling you. I wasn't —

I'm kidding.

No, I wasn't doing bread at the time, but I do have my own sandwich at La Bonbonniere , which is a turkey club, and that's an actual sandwich with actual bread. That's the best. They use real turkey. They carve a turkey every day. Get the New York Nico Turkey Club.

What's a typical day for you? I'm imagining your day wandering around New York, just picking up people.

Yes, something like that. There's no typical day. Hanging out with you.

For those who want to use your book, they want to use it as a guide, they want to use it as a map, how do you suggest they use it?

The book is for locals as much as it is for tourists. For tourists, if you're coming to New York and you want to check out some cool spots, order the book, do a little research. I have maps for each borough, so you can figure out where you're going to go. I recommend that if you're a tourist. If you're a local, a lot of these spots, you probably know about. But I bring the storytelling aspect of my Instagram to the book. It's really sort of a deep dive into the history of these places and the people that run them.

The frequently asked question I get is, "What makes this guidebook different?" Truly, it's just my guidebook. These are my favorite spots. I don't really do fine dining. I focus more on the mom-and-pop shops, the greasy spoon diners, luncheonettes and then, obviously, retail, like the Chess Forum and Village Revival Records and Casey's Rubber Stamp, spots that there's kind of only one of. The book is for everybody.

The book is "New York Nico's Guide to New York City ." You can see him live with Dodai Stewart and Jason Diamond at Greenlight Bookstore in Fort Greene on Monday, Oct. 28, at 7:30 p.m. The event is free and you can RSVP here .