Campaign Is Part of a Comprehensive Plan to Bring New York City’s Historic Public Markets under One Citywide Brand for the First Time
NEW YORK, NY—As part of a comprehensive initiative to make New York City Public Markets world class destinations for both local residents and tourists, New York City Economic Development Corporation (NYCEDC) today unveiled a dynamic new website and social media presence, multilingual advertising and direct mail campaign, and other special initiatives aimed at unifying the network of historic markets under one citywide brand.
New York City’s Public Markets were first established by Mayor Fiorello LaGuardia during the 1930s and 1940s as a way to keep food affordable for New Yorkers while also providing indoor retail space for the city’s growing population of street vendors. The network today includes Essex Market in the Lower East Side, La Marqueta in East Harlem, Moore Street Market and 13th Avenue Retail Market (Gourmet Glatt) in Brooklyn, Arthur Avenue Market in The Bronx, and Jamaica Market in Queens. The network currently is home to more than 100 merchants offering everything from canelés and cannolis to garden supplies and haircuts.
Recognizing the immense value that public markets have long played in creating thriving and healthy communities, NYCEDC is providing marketing, capital, and other critical support to ensure that New York City Public Markets remain a vital cultural and economic force in New York City. Highlights include the launch of The Pushcart, a special stall at each location offering a curated selection of foods from other markets as well as branded public markets apparel and merchandise; new amenities such as demonstration kitchens and event spaces; and partnerships with community non-profits which will help each market expand the programming they offer.
“The vibrant new branding and campaign for New York City Public Markets aim to increase visibility and raise awareness of these vital community and cultural hubs for affordable, healthy, and diverse food,” said NYCEDC Vice President of Retail Markets David Hughes. “We are proud to be launching these resources to provide crucial support our small businesses who might otherwise find it difficult to open and operate in a prime retail location in the city or invest in marketing and promotional resources.”
"EDC's new campaign showcases the magic and personality of all the public markets that shape the culture of our city, and I'm thrilled that the Essex Market family is being highlighted! Ever-evolving with the community, Essex Market is a microcosm of the dynamic stories and culture of the Lower East Side, driven by the diverse local vendors who specialize in the food, crafts and the best of what this neighborhood has to offer. I encourage everyone to stop by and see for themselves why this market has been such an integral part of our community for over a century," said Council Member Margaret S. Chin.
The initiative brings all the NYC Public Markets under one brand, which pays homage to the iconic signs that have adorned NYC businesses for generations, while the new website showcases each market’s vendors, programming, and special events. The citywide advertising campaign, featuring the tagline “Good Things Are in Store”—will promote the markets in print newspapers like the New York Daily News and El Diario, Univision Radio and Television, and on social media platforms such as Facebook and Instagram. A direct mail campaign will reach consumers in each of the communities where the six NYC Public Markets are located.
Today’s announcement continues the momentum that began earlier this year with the move of Essex Market into its new location in Essex Crossing development. In August, NYCEDC announced Moore Street Market was joining with El Puente de Williamsburg as its Community Partner and that it would be receiving a $2.7 million investment to make necessary market improvements. $1.65 million in capital upgrades are also underway at Arthur Avenue. In October, NYCEDC celebrated the opening of a renovated plaza for community events and programming (La Placita) at La Marqueta in East Harlem and the securement of $25 million in city capital for La Marqueta redevelopment which is expected to commence in 2020.
New York City Economic Development Corporation is a mission-driven, non-profit organization that creates shared prosperity across New York City by strengthening neighborhoods and growing good jobs. NYCEDC works with and for communities to provide them with the resources they need to thrive, and invests in projects that increase sustainability, support job growth, develop talent, and spark innovation to strengthen the City’s competitive advantage. To learn more about our work and initiatives, please visit us on Facebook, Twitter, or Instagram.