Citarella.

With Hurley's out, Citarella could become the princess of the Rockefeller Center food ball. Joe "Mr. Citarella," Gurrera is landing his first fish restaurant, and weighing in with a nearby takeout joint, aptly entitled Citarella To Go, at the NBC/GE building at 1250 Avenue of the Americas.

In a 20-year deal brokered by Chase Welles of Northwest Atlantic Real Estate Services, Gurrera has leased the 6,400 square-foot four-story Hurley's building for the restaurant and private party site, and another 900 square feet to the north designed for fast food reeling, which will have its door next to the subway station.

Gurrera has also hooked the Beluga caviar of designers, known for Times Square and other food frenzies - whose name we've caught but can't cook 'cause they want to make a splash, so we're a bit broiled - for an extravagant redo of the three dining floors and bar. The small building has been standing since about 1892, resisting even John D. Rockefeller's redevelopment efforts, but is now owned by the investment group that includes son David Rockefeller, and is leased by Tishman Speyer.

"I'm very fortunate to get such a wonderful spot," says Gurrera. "It's a wonderful building with character."

Along with the Citarella at 2135 Broadway and at 1313 Third Avenue, Gurrera runs the wholesale Lockwood Fish Co. at the Fulton Fish Market, and is opening a new 7,000 square-foot Citarella in Water-mill on the Montauk Highway in a former supermarket. Their chefs will create its traditional take-out and also handle area catering, with some table service on the side. "We'll adapt to the Hamptons crowd with a little eat-in," Gurrera explains.

There's also a 100,000 square-foot test kitchen and warehouse in Chelsea that he owns, which is too small and needs to be released. So Gurrera has his bait set, hoping to net another site in Harlem.