The local paper for the Upper East Side East Midtown Partnership 2017 ANNUAL RepORT to the Community East Midtown Partnership 875 Third Ave., Mezzanine New York, NY 10022 212-813-0030 www.EastMidtown.org 2 Our Town - East Midtown Partnership Annual Report 2017 MESSAGE FROM THE PRESIDENT & CHAIR OF THE BOARD OF DIRECTORS Dear Friends: end of the ten-year cycle. The past year has been an important one for both Last year it became apparent that anticipated East Midtown Manhattan and the East Midtown cost of living increases, coupled with some major Partnership, as major decisions were made that will unanticipated expenses (including the state- shape the future of our community and our Business mandated Minimum Wage increase and new security Improvement District. and sanitation expenses related to the district’s proximity to Trump Tower) required us to look at our The East Midtown Rezoning will have a major financial needs. After more than a year of study and impact on our district as it rolls out over the next deliberation, the Finance Committee of the Board of two decades. The rezoning will allow for taller, more Directors recommended an increase in the annual modern buildings better able to attract the 21st assessment to $3.5 million, an amount sufficient to Century businesses needed to sustain the area as meet the needs of this community while continuing an international commercial center. The regulations Debra Fechter to keep the per square foot expense to our ratepayers also provide for mass transit and public realm Chair of the Board of Directors much lower than almost every comparable BID. That improvements that are vital to our quality of life. recommendation was approved unanimously by the Similarly, the Board of Directors and staff of the East Board in April, 2017 and is now pending before City Midtown Partnership spent much of the past year Council. planning for our future. We will continue to operate frugally and spend More than a decade ago, the Board developed a carefully, but the new plan will provide adequate ten-year financial plan, establishing a $2.2 million funding to deliver the essential services and high annual assessment on the district’s 28 million square caliber of programming reflective of East Midtown feet of commercial space (which, at approximately 8 Manhattan. With more than 800 storefronts, cents per square foot per year, gave East Midtown thousands of upper-floor commercial tenants, and an one of the lowest Business Improvement District increasing number of residents, we want to ensure assessment rates in the city.) That plan allowed for we’re able to meet the demands of our growing, the organization to accrue savings in the first few thriving community well into the future. Rob Byrnes years, while spending down its reserves toward the President 2017 Our Town - East Midtown Partnership Annual Report 3 WE ARE CONNECTED Each week the East Midtown Partnership distributes information on district sales and promotions, community events, street closures, and more. When special circumstances arise – be it the United Nations General Assembly, Restaurant Week, or holiday programs – thousands of people turn to our bulletins, website, and social media posts for accurate, up to date information. Contact us at 212-813-0030 or info@ eastmidtown.org to find out how you can be connected! Thursday, December 7, Join us 2017 for the 8:00 AM East Midtown Partnership’s Le Cirque 16th Annual Meeting 151 East 58th Street Call 212-813-0030 or visit our website for more information. 4 Our Town - East Midtown Partnership Annual Report 2017 BUSINESS DEVELOPMENT AND MARKETING Our Website: An Updated, Crisper Design ‘Trick-or-Treat with East Midtown’ Doubles Drawing hundreds – sometimes • A modern, intuitive business Attendance, Wins International Recognition thousands – of weekly visitors, directory and map; our website is a valuable resource After you’ve drawn more than 1,000 children and parents to East • Features highlighting special for the community, as well as for Midtown to trick-or-treat at 60 local businesses, what do you do business promotions and Passport people from throughout the world. for an encore? Go bigger and better, of course! perks; We feel an obligation to give On Halloween, 2016, our second annual “Trick-or-Treat with our visitors the best experience • Enhanced event and news East Midtown” event brought more than 2,000 people into our possible. listings; and neighborhood. We checked the trick-or-treaters in at Tramway During the past year, we launched • An easy process for businesses Plaza on Second Avenue where they collected our branded an improved website with a to update their listings Halloween bags and visited a themed photo booth and face- cleaner, more user-friendly look. painters, enhancing the experience and capturing memories of the The feedback we’ve received Incorporated into the new www. day. Then those little ghosts and goblins, accompanied by their since unveiling the new design EastMidtown.org through the parents, visited our business community, where more than 80 has been uniformly positive, and redesign were: businesses handed out treats. makes it much easier to promote • Simplified organization and area businesses and events. This The feedback included comments such as: navigation; is especially true for the growing number of people who access “We live in East Midtown, and are so excited that • Optimization for mobile devices www.EastMidtown.org from you guys are doing this! We love this neighborhood and tablets; and are happy to see some community events for mobile devices. our kids!” Lunar New Year Brings “I’ve learned about businesses that I didn’t even know existed that are right around the corner from Thousands to Madison Avenue me!” In January, 2017, we welcomed the Year of the Rooster with our “My kids have been so excited all weekend to come second annual event, “Madison and trick-or-treat in East Midtown. Thank you guys Street to Madison Avenue: A for doing this again!” Lunar New Year Celebration.” Once again we worked with And, ironically: our friends at the Confucius “We’ve been looking for a good dentist! Thanks for Institute for Business at SUNY, the Madison Avenue Business making the introduction!” Improvement District, and the In raw numbers, the event drew over 14,500,000 media Chinatown Partnership, and this the route. We also staged a series impressions and 36,531 unique East Midtown Partnership year we also welcomed the Grand of cultural activities inside the website and social media views. We had an impact. Central Partnership to the team. Harman store, at 527 Madison The unprecedented collaboration Avenue (at East 54th Street), as In fact, we had such an impact that the event won a Merit Award brought the rich culture of well as in outdoor heated tents. from the International Downtown Association at its September, Chinatown to Midtown East and 2017 annual conference in Winnipeg, Canada. Great recognition Again, the media noticed our the Upper East Side. for free family fun that also highlights our excellent East Midtown innovative programming. The business community. Thousands of people – New Lunar New Year celebration Yorkers and Asian visitors alike – earned 55 press hits with more This year we’ll be Trick-or-Treating on Tuesday, October 31. Plan to watched as teams of lion dancers than 109 million total media join us! made their way north up Madison impressions, and was promoted Avenue from East 42nd Street in four pre-event local television to East 86th Street, delighting segments and 51 print/online retailers and pedestrians along pieces. 2017 Our Town - East Midtown Partnership Annual Report 5 OTHER PROGRAMMING Our Marketing and Business Development Committee worked throughout the year to enhance existing programming and develop new events to bring visitors to the district and highlight local businesses. Among other highlights were: The Passport Card Launched in April, 2013, the East Midtown Passport card offers special benefits to customers at more than 100 area businesses. More than 20,000 consumers now carry our Passport card in their purse or wallet. From Just Salad to Le Cirque, from Harman to Extraordinary, the East Midtown Passport provides savings at a wide range of businesses with a wide range of price points. Social Media Every day, we update thousands of followers with important information on East Midtown business promotions, community events, and transit and traffic through Facebook and Twitter. The Partnership also shares district images on Flickr and Instagram, and brings the professional community Holiday Décor together on LinkedIn. With over Once again, our unique red, yellow, blue and green lighted spheres help create a festive atmosphere in East Midtown dur- 6,000 social media contacts, we’re ing the dark winter months. This past holiday season, we added street-pole banners with a similar design theme, which one of the city’s most connected tied together the festive look throughout East Midtown. Business Improvement Districts. Sounds of the Season Weekly e-Bulletins (and more) In December, we hosted several days of joyful holiday music from Each week more people subscribe to our popular e-Bulletins. Over the community-based performers including: past 12 months, we’ve sent out more than 70 bulletins, which promote • PS 59 Chorus from Beekman Hill International School PS 59, local businesses, highlight beneficial community and governmental programming, report major public events and street closures, and, of • Lighthouse Vocal Ensemble from the Filomen M. D’Agostino course, update readers on our activities. Greenberg Music School, • Cathedral High School Marching Band 6 Our Town - East Midtown Partnership Annual Report 2017 BEAUTIFYING OUR COMMUNITY Open public space is at a premium in East Midtown Manhattan, but we’re committed to finding new ways to enhance and expand streetscape beautification.