Rubenstein PR staged a Dada-esque, surrealistic performance event to announce the debut of IMPACT, a new sports talk radio show on the ESPN network, with a unique flourish.

To begin, the event was done in Patsy's Italian restaurant, the former NYC home of Frank Sinatra and the Rat Pack. Sinatra, whose private table was on the second floor, had been the mentor of Ray Negron, the key anchor of the IMPACT Talk Sports Radio Show.

ESPN IMPACT
Left photo, L-R: Ray Negron, Impact Host, seated, Yankee great, 'Mick the Quick' Rivers, standing Prentiss McNeil, original member of the Drifters, singing 'Stand By Me.' Right photo, L-R: Negron with former Governor of New York, 2008-2010, David Paterson. Photos: Sharlene Spingler

There was decades of history in that room along with sports type, beefy guys, who were quite amusing. However, up stepped Ciaran Sheehan, legendary Broadway singer who did "Darkness of the Music of the Night" from "Phantom of the Opera." He was followed by Prentiss McNeil, a 27-year vertan of The Drifters who did a powerful a cappella version of "Stand By Me,"  which blew the roof off Sinatra's hideaway at Patsy's.

As the whipped cream on the cognitive sundae, next up was "Mick the Quick" Rivers, who had played centerfield and third base for the Yankees when they won the World Series in '77 &' 78.  Next came the former Governor of New York State from 2008-10, David Paterson, who took over when Eliot Spitzer crashed and resigned over sexual indiscretions. 

IMPACT, previously a Hispanic program on WPAT, is now going to address all issues in professional sports from performance, coaching and winning, to domestic violence and substance abuse. There are seven voices in total on this program who will rough it up with each other and take calls on 1050 AM starting on Thursdays at 7:00 p.m.

Who says that press conferences can't be surrealistic performance events?