Flatiron District
Annual Report
2021

Moving Forward

One year ago...

One year ago, our Flatiron and NoMad neighborhoods were venturing into the unknown–along with the rest of the world. Just a few months into a global pandemic, questions about the human and economic toll abounded. We all wondered if New York City would ever be the same again. Underlining the uncertainty was one fundamental question: What happens next?

A year later, buoyed by a reopening city, we present this annual report with renewed optimism. We deeply grieve the lives that have been lost. We also mourn our pre-pandemic lives and beloved businesses that have shuttered. And yet, over the last 18 months, our district has reaffirmed its resiliency. Now, we can proclaim with conviction: This is what happens next.

We are as bullish as ever on the future of Flatiron and NoMad. We have always known that our bedrock assets—our location in the heart of Manhattan; our world-renowned public plazas and Madison Square Park; our abundance of world-class dining, hospitality, and culture; and much more—would position us well for recovery. Beyond our strong foundation, the experiences of the past year have inspired changes that will outlast the pandemic, from our reimagining of streets and sidewalks to an invigorated spirit of connectedness that is making our community even stronger.

We’re not the only ones betting on the future of Flatiron and NoMad. Since July 2020, 58 new businesses have opened—or announced plans to open—here, infusing new energy into our commercial corridors. Meanwhile, construction continues on game-changing real estate developments in all corners of the district that will bring thousands of new office workers, residents, and hotel guests.

Throughout the turmoil of the past year, our teams have been out on the streets every single day, responding nimbly to our stakeholders’ evolving needs and ensuring that our public spaces have remained safe, clean, and beautiful. As we move forward with our newly approved BID expansion plan , we cannot wait to bring that same loving care to our new, larger footprint in 2022.

Big challenges remain for NYC and a lot is riding on our work in Flatiron and NoMad. As home to hundreds of large and small businesses that employ more than 100,000 people from all five boroughs and beyond, our district’s success is integral to the city’s future. That’s why we will continue to bring together and support all our stakeholders who are ready to contribute to the recovery—and set the pedestal even higher.

Sincerely,

James Mettham
Executive Director

Bid
Expansion

For 15 years, the Partnership has been a driving force behind transformative changes that have cemented Flatiron’s and NoMad’s status as two of Manhattan’s most vital and exciting neighborhoods. Yet, several areas that feel like part of our district have not had the opportunity to reap the benefits of our services because they are outside the BID boundaries established in 2006.

That is about to change. Following public review, our BID expansion was approved by New York City Council on July 29, 2021. The expansion will form a more cohesive neighborhood and bring our impactful services to a larger footprint that includes 20th Street, more of NoMad, and the Sixth Avenue gateway. These dynamic blocks – featuring a thriving residential community, a diverse array of retail, dining, and hotels, and a plethora of cultural destinations – will strengthen our identity as a vibrant, mixed-use community.

Our new stakeholders can look forward to cleaner and safer streets, increased support for small businesses, more inviting public spaces, and consistent communication from our team. As we help to spur recovery, we are committed to ensuring that every block in Flatiron and NoMad are special places that make people want to come and spend time in our district.

We will begin providing our full range of services to the new areas in January 2022. This gamechanging step for Midtown South could not have happened without our Board, especially the Expansion Steering Committee members who crafted a thoughtful and persuasive expansion proposal. We are grateful to them and to the Mayor and NYC Dept. of Small Business Services; the Manhattan Borough President; Speaker Corey Johnson and Members Carlina Rivera and Keith Powers; and Manhattan Community Boards 4 and 5.

Progress continues on numerous exciting real estate developments in Flatiron and NoMad, underlining our district’s resiliency and signaling that brighter days are ahead. When completed, these forward-thinking projects will catalyze commercial and residential activity that supports businesses of all kinds throughout our neighborhood.

Real
Estate
Developments

The Flatiron Building Remodel

Extensive renovations of the Flatiron Building continue,which will breathe new life into this iconic architectural marvel and attract new tenants. The work includes a restoration of the building’s limestone and terracotta envelope and upgrades to its environmental sustainability, such as rooftop solar panels and rain reclamation tanks.

One Madison Avenue

In November, SL Green began construction on a highly anticipated office redevelopment at One Madison Avenue, a 1.4-million-square-foot office building on the corner of Madison Avenue and East 23rd Street. The project kicked off with a ribbon-cutting ceremony in Madison Square Park featuring Mayor Bill de Blasio. It expands an existing 13-story structure into a 27-story building that will include a 15,000 SF food market and a 13,000 SF event space for up to 800 people.

345 Park Avenue South

In 2019, the New York City Economic Development Corporation and Deerfield Management announced a partnership to redevelop the 12-story building at 345 Park Avenue South into a cutting-edge life sciences campus. Work continues on the campus, which will create approximately 1,400 high-paying jobs in this fast-emerging industry. The end result will be approximately 300,000 SF of life sciences space, of which more than 200,000 SF will be wet lab capable.

Development Booms in NoMad

NoMad has established itself as one of the city’s most desirable neighborhoods withseveral exciting new office, hotel, and residential developments. In April, new renderings were revealed for the $350 million overhaul of the Textile Building (295 Fifth Avenue) meant to reimagine office space. Construction is nearing completion and leasing has begun at 1245 Broadway, a 23-story office building at the southwest corner of 31st Street. Madison House (126 Madison Avenue), a 199-unit property that was the best-selling Manhattan residential building of 2020, and Rose Hill, a 45-story, 123-condo development, are both nearing completion. Visitors will soon be able to stay at the Virgin Hotel (1225 Broadway), which will feature 463 rooms, a rooftop pool and a 20,000 SF indoor golf club.The 40-story Ritz-Carlton (1185 Broadway) will open later this year.

Rose Hill
30 East 29th Street

Ritz-Carlton
1185 Broadway

Virgin Hotel
1225 Broadway

Madison House
126 Madison Avenue

Public Space

Advancement

Throughout our history, we have partnered with the City on innovative public realm projects that have enhanced the pedestrian experience and supported commerce. Those advancements have proven especially vital during the pandemic, but the experiences of the past year have made us think about public space in entirely new ways. As we welcome people back to the district, we will build on the success of the Flatiron Public Plazas and the Shared Street to reimagine the Broadway corridor and develop more world-class public spaces that address our district’s evolving needs.

Open Streets & Outdoor Dining

In response to the pandemic, the Mayor and City Council opened 40 miles of streets citywide – including stretches of Broadway, 20th Street, and 22nd Street in Flatiron and NoMad – to pedestrians and bicyclists to facilitate social distancing. Additionally, sidewalks, curbside spaces, and roadbeds throughout the district became popular destinations for outdoor dining thanks to the City’s Open Restaurants program.
Over 200 establishments have been able to take advantage of sidewalk and curbside dining through this initiative. Open Streets and Open Restaurants have been resounding successes that the Partnership will continue to help foster and manage.

Broadway Vision

The Partnership has collaborated with the NYC Department of Transportation (DOT) and local stakeholders on the initial projects of the agency’s signature Broadway Vision program by taking a block-by-block survey and study approach that culminated in a new “slow street” from 23rd Street to 21st Street, and a resurfaced and expanded plaza next to the Flatiron Building. Thanks to newly marked bike lanes and narrower space for vehicles on these blocks, traffic will be calmed, and people walking and biking will have more space.

Street Seat

Last fall, we partnered with Brooklyn-based design firm FANTÁSTICA to pilot an innovative curbside seating module that created more outdoor seating for people to meet, eat and work, as part of DOT’s Street Seat program. You can visit the Street Seat, located at 64 West 21st Street, outside of Foreigner Coffee & East of Normal's studio space.

Additional Public Spaces

Last summer, the City took steps to allow more Privately Owned Public Spaces (POPS) to help dining and retail establishments and commercial buildings reopen by using outdoor space. Our BID expansion area contains two POPS including: Hotel Eventi (851 Sixth Avenue) and The Capitol Chelsea residential tower (776 Sixth Avenue). Additionally, the neighborhood welcomed the completion and opening of Baruch College’s Clivner Field Plaza on East 25th Street. We look forward to the added public space within our service area and look forward to exploring public programming with property owners and local stakeholders.

Big Change

The past year has illuminated the need for social change, and members of the Flatiron and NoMad community have supported efforts to create a fairer, more just society.

The past year has illuminated the need for social change, and members of the Flatiron and NoMad community have supported efforts to create a fairer, more just society. These are just a few examples:

Businesses such as Cote, Y7, Silver Mirror and wthn made generous donations to organizations doing grassroots racial justice work in Black and Asian communities, including the Equal Justice Initiative, the NAACP Legal Defense Fund, and WOMANKIND. Additionally, the Partnership donated $10,000 to the New York Urban League to support their effort to combat racial inequality. We also amplified their COVID relief fund and their State of Black New York Report through our communications channels. We look forward to working with the Urban League on in-person mentorship programs for their students.

Last winter, the “Point of Action” installation took center stage in the Flatiron Public Plaza, making architect Nina Cooke John the first Black woman to have her design featured in the Partnership’s annual Plaza design program. Through visually stunning public art, Nina

achieved her goal of making viewers think about realities elucidated by the pandemic and how we can move forward together.

To mitigate and draw attention to the systemic issue of food insecurity, which soared last year, Eleven Madison Park partnered with the nonprofit Rethink to feed underserved communities across New York City, and the world-renowned restaurant’s chef, Daniel Humm, has emerged as a leading advocate for food justice. Additionally, Taralucci e Vino launched Feed the Frontlines, an organization that initially delivered meals to health care workers and has since shifted to feed food-insecure New Yorkers.

In the fight against climate change, the Partnership will collaborate with Madison Square Park Conservancy and local restaurants later this year to make the district a “Green Dining Destination,” certified by the

Green Restaurant Association. The Conservancy also commissioned Ghost Forest, an installation by Maya Lin, on view through November 14, 2021, featuring 49 haunting white cedar trees that evoke the increasingly disastrous effects of climate change.

We have so much more work to do. There is no quick solution that will eradicate systemic racism. We cannot snap our fingers and reverse climate change. But we can take heart in the fact that the events of the past year have lit a fire under the simmering activism already taking place in our neighborhood – and in communities across the world. Because of these inspiring examples, we move forward with optimism that the changes ahead will create greater equity and opportunities for all.

Now
Open
/Coming
Soon

The pandemic’s impact on Manhattan’s central business districts has been profound. With their customer bases of office workers and tourists staying home, many shops, eateries, hotels, and institutions have been in crisis. Sadly, the headwinds were too strong for more than 100 area businesses that shuttered over the past year. We will miss them dearly.

Thankfully, more than 450 businesses in the original BID boundaries were able to keep their doors open or reopen after temporarily closing, and dozens of new businesses are opening or coming soon, demonstrating confidence in the future of Flatiron and NoMad. Among these are fun-focused experiences sure to attract visitors from far and wide, including Harry Potter New York, the franchise’s flagship store;

The FRIENDS™ Experience, based on the classic NBC sitcom; and Swingers: The Crazy Golf Club, located in the new Virgin Hotel.

And now, as New York City has reopened, we are seeing strong signs of recovery. Dozens of new businesses are opening or announcing plans to open soon, demonstrating their confidence in the future of Flatiron and NoMad. Among these are fun-focused experiential retailers that will attract visitors from far and wide to our district, including The FRIENDS™ Experience, based on the classic NBC sitcom; Harry Potter New York, the franchise’s flagship store; and Swingers: The Crazy Golf Club, located in the new Virgin Hotel.

Foreigner Coffee

Harry Potter New York

Marks Off Madison

Project Gaia

Salt & Pepper

Tortazo

  • Newly Opened
  • Alo Yoga
  • ARC’TERYX
  • Auntie Anne’s•
  • Bambū
  • Cinnabon
  • City Dumpling
  • Dippin Dots / Doc Popcorn
  • Dominique Ansel Workshop
  • Flatrate Moving
  • Foreigner Coffee
  • The FRIENDS™ Experience
  • THE GALLERY
  • Harry Potter New York
  • Hawksmoor Hole in the Wall
  • Joe & The Juice
  • Klein Kitchen & Bath
  • Krispy Kreme
  • Life Time Fitness 23rd Street
  • Little Italy Pizza
  • Mark's Off Madison
  • MEET on Madison
  • Milu
  • Mistah Oh
  • Nuleaf
  • Nuts Factory
  • Planta Queen
  • Power Pilates
  • Project Gaia
  • QB House Tokyo
  • Rhone
  • Salt & Pepper
  • Smoke CBD
  • SONA
  • Sutra
  • The Sentry Flatiron
  • Tortazo
  • Trim & Proper
  • Visit Healthcare
  • Walgreens

  • Coming Soon
  • Apotheke
  • Blue Bottle
  • Chaps & Co.
  • CubeSmart
  • Fifth Avenue Hotel
  • Haidilao Hot Pot
  • Le Meridian
  • Life Time Fitness Park Avenue South
  • Makari
  • Popeyes
  • Sonder
  • Springhill Suites
  • Swingers
  • The Mansion
  • The Ritz Carlton
  • Virgin Hotel
  • Whole Foods
  • Zaytinya

Neighbors

Coming

Together

The last year has been challenging for everyone, but that did not stifle the generous spirit of the Flatiron community. In fact, despite their own struggles dealing with the pandemic's economic impacts, local businesses rose to the moment, helping one another as well as vulnerable people in New York and beyond. This altruism, drawn from experiences of coming together during the pandemic, will be an enduring legacy of these difficult times – and it will make our district stronger than ever. These are just a few examples:

MAISON 10, an innovative retail concept boutique, art gallery, and event space, gives customers the option to choose one of 10 charities to receive a 10% donation from their purchase. Through this program, they began supporting two Flatiron nonprofits: Hearts of Gold, which provides resources to homeless mothers and children, and Housing Works, which fights the twin crises of AIDS and homelessness.

In December, the Partnership raised $21,678 through our “Gifts for the Greater Good” crowdfunding campaign and our donation match. We used the funds to purchase 450 holiday gifts from 16 neighborhood retailers that were delivered to homeless families served by Hearts of Gold and Services for the Underserved’s Harmonia Shelter. The campaign’s success was fueled by generous contributions from local residents and businesses, including The Home Depot, and restaurants such as Bombay Sandwich Co. and Honeybrains, even as they faced their own pandemic-related hardships. Even those shops benefiting from the program during a tough retail season stepped up to donate additional clothes (J&M Hardware) and leather boots (Thursday Boot Company) or provide generous discounts to enhance the gifts provided (Rituals, 10/10 Optics).

In addition to their generous donation, The Home Depot has made it a priority to directly support neighborhood businesses impacted by the pandemic. As restaurants reopened to seated service, many scrambled to construct outdoor dining areas. The Partnership was able to directly connect owners to The Home Depot for last-minute supply needs, including a delivery of sandbags provided for free to ilili when they realized their supply they hoped to receive from the City was not going to arrive in time. The Home Depot’s generosity and responsiveness saved the day, enabling the restaurant to welcome in-person diners back for the first time in months.

Many local landlords worked closely with their retail and office tenants to provide rent support that helped local businesses get through the darkest days of the pandemic. NoMad’s Kew Management was also instrumental in helping La Pecora Bianca with its outdoor dining infrastructure. Meanwhile, La Pecora Bianca partnered with Rizzoli Bookstore on a promotion that gave the Italian restaurant’s guests 15% off their next book purchase.

Flatiron-based New York Life Insurance Company partnered with Cigna to create the “Brave of Heart Fund” through both companies’ foundations. The fund provides charitable relief grants supporting the families of healthcare workers who lost their lives to COVID.

The generosity of the Flatiron community was even felt halfway around the world in 2020. When explosions devastated his hometown of Beirut, Lebanon in August, Ilili’s Philippe Massoud created a disaster relief fund supported by proceeds from ilili and other Middle Eastern restaurants. The initiative raised nearly $47,604 for the nonprofit Social and Economic Action for Lebanon.

Programs

Clean
Team

Clean & Welcoming Streets

The Partnership’s Clean Team keeps the neighborhood fresh and sparkling clean. Over the past year, Clean Team members have sanitized and disinfected streetscape items and power-washed heavily trafficked areas, including the Flatiron Public Plazas, NoMad Piazza, and Open Streets along Broadway, East 28th Street, and West 22nd Street.

Our largest core service will grow with the expansion of service boundaries beginning with graffiti removal, sidewalk sweeping, and installing and maintaining intersection trash bins. Further cleaning and painting of City-owned assets including bus stops, fire hydrants, mailboxes, and WiFi kiosks will follow.

Public
Safety

Public Safety Ambassadors

The Partnership’s Public Safety Ambassadors were in the neighborhood throughout the pandemic helping track ground floor business activity, monitoring Open Streets and outdoor dining blocks, and acting as our eyes and ears on the ground as the district slowly reopened.

Additional Public Safety Ambassadors will be added to serve the expanded district every day of the year – rain, snow, or shine – to provide daily assistance to visitors, residents, and employees. Ambassadors also help the Partnership closely coordinate with City agencies like the Department of Sanitation,

Department of Health & Mental Hygiene, and NYPD’s Midtown South and 13th Precinct’s Community Affairs and Neighborhood Coordination Officers with real-time updates and information.

Social
Services

Helping Those Most in Need

Since 2007, the Partnership has worked with social services professionals from the nonprofit organization Urban Pathways to offer a helping hand to those in need throughout Flatiron and NoMad. Teams are on duty five days a week and offer counseling and housing placement services to New Yorkers in need.

Hilton Douglas, Urban Pathways’ long-time Flatiron Housing & Outreach Specialist, helped hundreds of people secure safe, comfortable homes before retiring in December 2020. His compassion and empathy for those in Flatiron and NoMad set the foundation for effective, caring outreach services in the expanded district with both Urban Pathways and the City’s Department of Homeless Services.

Streetscape
& Public Realm

Transforming Your Public Realm

The Partnership works closely with the NYC DOT and helped spearhead the successful Open Streets program along with outdoor dining in food & beverage destination areas in the district.

Sidewalks and curb lanes district-wide were transformed into al fresco dining spaces and full blocks became curb-to-curb cafés in the East and West 20s. Broadway was repositioned into a pedestrian-focused space from Columbus Circle to Union Square, including the popular NoMad Piazza, from 25th to 26th Streets, inviting New Yorkers to dine

outdoors with a view of the district’s namesake building at local favorites La Pecora Bianca, wagamama, and Num Pang.

The Partnership collaborated with local stakeholders on the initial projects of DOT’s Broadway Vision program, culminating in a new slow street from 23rd Street to 21st Street and a resurfaced and expanded plaza next to the Flatiron Building.

In addition to advocating for and securing pedestrian safety enhancements, the Partnership adds pops of color and public

seating to the neighborhood with seasonal plantings in tree pits, Park Avenue South median malls, hanging flower baskets, planters in strategic pedestrian areas, bistro tables and chairs on the Plazas, and our first-ever Street Seat unit. These amenities will soon be seen in our newly-expanded footprint.

The Partnership’s growing public art program recently included Studio Cooke John’s powerful “Point of Action” installation on both sides of 23rd Street that invited New Yorkers to contemplate the experience of seeing one another – and being seen – in a time of uncertainty. Digital art curated by Digital Art Month and MoMath provided a glimpse of an innovative range of possibilities.

In preparation for our expansion, the Partnership contracted with Gehl Studio, a leading urban planning firm based in Copenhagen, to better understand the public realm in the BID expansion area and critical commercial corridors.

Marketing &
Communications

Spreading the Word

The Partnership’s marketing and communication efforts over the past 12 months concentrated on business support: driving consumers to websites and storefronts, securing earned media exposure, providing resources and information, and increasing engagement with key audiences.

As businesses reopened, our digital communications channels served as a bullhorn. Continually updated content housed at FlatironDistrict.NYC was shared via our social media platforms and email newsletter, including our Takeout and Dining Guide,

holiday planning articles, and themed local business roundups. Partnerships with content creators on social media helped to further amplify our business support efforts. These channels also allowed us to quickly disseminate pertinent pandemic updates, including new funding opportunities, updated pandemic guidelines, and reopening metrics.

Leveraging earned media was key throughout our pandemic response. Working with our PR team at Anat Gerstein, we secured media exposure for area stakeholders via press releases and by responding to press inquiries. In FY21, we facilitated or participated in 74 placements on topics

related to the pandemic, the Open Streets programs, outdoor dining, our holiday programming, and other topics related to the district.

Our Retail & Hospitality Working Group met regularly via zoom to discuss challenges, opportunities for collaboration, programming and marketing campaigns, and potential opportunities for collaboration, campaigns, and support. These discussions directly influenced many of our programming initiatives, such as our our “Legal Aid for Commercial Tenants” webinar, and “All In Dining Deals” campaign.

The Partnership took advantage of the New York & Company (NYC & Co.) summer marketing campaign “All in NYC” to spotlight district business as they reopened last fall. Eye-catching red and black banners, bollard covers, and signage seamlessly integrated into the larger, citywide campaign, and signaled to residents and visitors alike that this neighborhood was All in on Flatiron, NoMad, and New York City.

Many dedicated sponsors continued to support our efforts in the district, including investments in colorful streetlamp banners, free public WiFi, the district map, as well as streetscape beautification, including branded trash receptacles and Park Avenue South Median Mall plantings. These investments help us maintain a high level of service, keeping the neighborhood as vibrant as ever for residents, the returning workforce, and visitors.

Ahead of our BID boundary expansion, our staff and board are reassessing our brand and positioning to better reflect a newer, larger Flatiron District. As we bring the full neighborhood of NoMad into the fold, we’ve tasked design and branding firms Pentagram and LaPlaca Cohen to help. We look forward to sharing the results as we launch our expansion services in early 2022.

Programming
& Events

Coming Together & Providing Support

Business Support was also the focus for the Partnership’s programming and virtual events in FY21, as we shifted programs to better serve the needs of our district and help neighbors support their community.

Early in FY21, the Partnership held a legal aid webinar for commercial tenants in collaboration with the Legal Aid Society. The virtual event was a direct response to pandemic-related challenges shared by our stakeholders, and garnered over 100 attendees. The presentation focused on legal guidance and resources for commercial

tenants as they navigate our new reality alongside their building ownership.

As summer turned to fall, the Partnership conducted its “All in Flatiron: Dining Deals” campaign, with nearly 30 restaurants offering in-person and online promotions to bolster business as they reopened to diners. Aligned with NYC & Co.’s “All In” ad campaign, the program was shared through Flatiron's digital channels, circulated by local partners, featured by Instagram influencers, and picked up in
the press.

A fully remote Annual Meeting was held in September. In addition to a summation of the Partnership’s pandemic response and official business, the event featured comments by new NYC Department of Small Business Services (SBS) Commissioner Jonnel Doris, Baruch College President S. David Wu, and a presentation on reimagining the public realm by Flatiron architect firm A+i.

We took advantage of beautiful fall weather to bring a sense of liveliness to the streetscape with pop-up musicians for the Open Streets, a fall harvest photo backdrop in the plazas, and a celebration of Nina Cooke John’s holiday art installation, “Point of Action”.

Our “23 Days of Flatiron Cheer” holiday program focused on digital engagement to safely celebrate the holidays and drive local spending. The program was designed to be turnkey for local businesses with minimal cost, time, or staffing barriers. With messaging focused around supporting area retailers, restaurants, and amenities, the modified online program included holiday district deals, Flatiron gift guides, holiday meal kit roundups,

a virtual Flatiron holiday tour, and digital giveaways. This year’s program also included “Gifts for the Greater Good”, which raised over $21,000. The funds were spent at local retailers on hundreds of gifts for the needy families and individuals supported by Hearts of Gold, Harmonia Shelter and Urban Pathways.

In February and March, our Takeout Flatiron campaign encouraged folks to order takeout at district eateries and submit receipts for a chance to win dinner for a year. The campaign received 1,031 submissions totaling $35,717 spent at local establishments.

The program had high engagement on social media and included partnerships with prominent influencers. Takeout Flatiron also enjoyed earned media coverage from outlets like amNY, The Ticker, and Eater. Our collaboration with the dining app Seated broke their records for orders placed. Four winners were selected and provided with twelve gift cards each to spend at district restaurants.

In June, live events returned with our outdoor Flatiron Fitness series. To support the fitness industry, we hosted eight weeks of “Wellness Wednesday” classes with area studios on the Flatiron Plazas. Participants were asked to donate to the studios to secure their reservation. To maximize studio participation and bring patrons to area hotels, the program also included a hotel rooftop class every Tuesday morning.

As the City continues to progress in pandemic recovery, we are thrilled at the prospect of safely returning to more in-person events and gatherings in the coming year.

Economic
Development

Economic Data Reporting

Over the years, the Partnership has developed a robust economic data reporting program. Through new digital technologies, the Partnership has increased our ability to manage public space, analyze current economic trends, and plan for the future, becoming a data clearinghouse of district metrics, conditions, and trends.

The Partnership uses a variety of tools and data sources to meet the needs of our stakeholders. Map-based data management software, surveying technology, anonymized pedestrian counting systems, and anonymized

cell phone data help us manage and plan for the future. Data collected is discussed publicly via Quarterly Reports, Plaza Pedestrian Count Reports, an Annual Trending in Flatiron Report, a yearly Community Survey, and a real-time Retail Opportunities Map, all available at FlatironDistrict.NYC.

Throughout the year, the Partnership worked diligently to gauge the impact of the pandemic on our commercial district. As part of an ongoing recovery initiative, staff surveyed ground- and upper-floor businesses while monitoring storefront reopenings and return-

to-office timeframes. Tracking transportation metrics allowed us to note ebbs and flows alongside various pedestrian data sources. All of these metrics and economic data were parsed into clean, digestible reports and newsletters designed to keep the business community up to date on current conditions.

The Partnership team also engaged with various planning firms to conduct primary research and to use existing data to support a more walkable and greener neighborhood as part of an overall effort to encourage social distancing and a safe return-to-work. These collaborations resulted in a newly developed business survey aimed at commercial property owners, office tenants, and business owners, as well as the launch of a Quarterly Real Estate Snapshot Newsletter. This new targeted communication addresses the needs of our commercial business community and provides direct access to our quarterly reports, retail availability, and major news items that affect the economic health of the neighborhood.

Financials

Statement of
Financial Position

Unaudited

June 2021

Audited

June 2020

Audited

June 2019

Assets

Cash $1,262,821 $1,480,496 $1,580,361
Prepaid assets and receivables 308,241 129,829 70,075
Investments 1,338,720 820,918 509,983
Security deposits 80,324 11,587 11,587

Total

$2,990,106

$2,442,830

$2,172,006

Liabilities/Net Assets

Liabilities 512,893 293,864 236,819
Net assets 2,477,213 2,148,966 1,935,187

Total

$3,021,666

$2,442,830

$2,172,006


Summary of Financial Statements dated November 27, 2020, prepared by Skody Scot & Company CPAs PC.
A copy of the complete audited financial statements is available upon request.

Statement of Activities

Unaudited

June 2021

Audited

June 2020

Audited

June 2019

Support and Revenues

Assessment revenue $3,250,000 $3,000,000 $2,750,000
Contributions and other 579,874 698,603 780,271

Total

$3,829,874

$3,698,603

$3,530,271

Expenses

Marketing 518,360 587,646 530,478
Safety 429,010 478,125 493,553
Sanitation 1,199,410 1,136,449 1,156,098
Social Services 152,855 138,536 148,764
Public Improvements 803,403 762,690 656,869
Administration 390,438 381,378 383,304

Total

$3,493,476

$3,484,824

$3,369,066

Increase in net assets

$336,398

$213,779

$161,205

Fiscal Year 2022
Approved Budget

Admin.

Marketing

Public Safety

Sanitation

Social Services

Streetscape Public Realm

FY2022 Budget Total

FY2021 Budget Total

Assessment Revenue

$5,312,500 $3,250,000
Contributions/Program Service Rvenue $150,000 $ 20,000 $400,000 570,000 160,000
Interest Income 20,000 20,000

Total Revenue

Program Expenses

Personnel costs

Total salaries and payroll taxes $91,709 $249,879 $90,864 $84,167 $70,453 $269,446 $856,518 $734,334
Health & other benefits 9,260 17,092 4,136 3,959 3,099 19,563 57,107 50,257
Total Personnel costs 100,968 266,971 95,000 88,126 73,552 289,009 913,625 784,591

Direct expenses

Outside contractors 10,000 304,000 650,000 1,750,000 164,000 770,000 3,648,000 2,098,000
Program equipment 4,000 20,000 22,000 46,000 29,000
Program supplies 4,000 20,000 22,000 46,000 29,000
Project expenses 269,000 1,000 30,000 1,500 35,000 336,500 185,700
Public improvements 100,000 300,000 400,000

Total direct expenses

10,000 625,000 656,000 1,901,000 168,500 1,157,000 4,517,500 2,354,408

Total Program Expenses

$10,968 $891,971 $751,000 $1,989,126 $242,052 $1,446,009 $5,431,125 $3,138,999
2.0% 16.4% 13.8% 38.6% 4.5% 26.6% 100.0% 100.0%
Total General Operating 323,000 291,000
Total Expenses 5,754,125 3,430,000
Contingency/Special Initiatives 50,000 0
Excess revenues over expenses 98,375 0

About Us

The Flatiron/23rd Street Partnership Business Improvement District, formed in 2006, is a nonprofit organization whose mission is to enhance the reputation of Flatiron and NoMad as two of New York's most vital and exciting neighborhoods. This is accomplished by maintaining a clean and safe environment for the district's businesses, residents, and visitors; by spearheading area improvement projects; and by marketing the diverse business and retail options in this vibrant and historic area.

Board
List

Class A:
Property
Owners

  • Michael Cohen, Chairman
    Colliers International
  • Jane Gural-Senders, Vice Chair
    GFP Real Estate, LLC
  • Jason Vacker, Treasurer
    Meringoff Properties, Inc.
  • Nicholas Athanail, Secretary
    The Stanford Condominium
  • James Buslik / Jeff Buslik
    Adams & Company Real Estate
  • Thomas Cook
    ATCO Properties & Management, Inc.
  • Jim Dill
    Housing & Services, Inc.
  • Ron F. Petit
    New York Life Insurance Company
  • Kristi Forbes
    Rudin Management/FortyOne Madison
  • Marc Glosserman
    225 Fifth Avenue
  • Grant Greenspan / Michael Kaufman
    Kaufman Organization
  • Paul Januszewski
    Rockrose Development Corporation
  • Max Koeppel
    Koeppel Rosen
  • Robert McClary
    L&L Holding Company
  • Edward V. Piccinich
    SL Green Realty Corp.
  • Gregg Schenker
    ABS Partners Real Estate
  • Leslie Spira Lopez
    Kew Management
  • Jed Walentas / Daniel Conlon
    Two Trees Management Company
  • Peter Weiss
    Walter & Samuels, Inc.

Class B:
Commercial
Tenants

  • Macia Batista
    General Assembly
  • Deborah Koenigsberger
    Noir et Blanc / Hearts of Gold
  • Jeremy Graf / Meredith Doll
    Shake Shack
  • Frederick Locker
    Funworld, Inc.
  • Adil Mistry
    The Estée Lauder Companies
  • Alec O'Doherty
    Tiffany & Co.
  • Marisa Seifan
    Honeybrains

Class C:
Residential
Tenants

  • Joseph B. Rose
    Residential tenant

Class D:
Public
Representatives

  • Honorable Bill de Blasio
    Mayor of the City of New York (represented by NYC Department
    of Small Business Services Commissioner Jonnel Doris)
  • Honorable Scott M. Stringer
    Comptroller of the City of New York
  • Honorable Gale Brewer
    President of the Borough of Manhattan
  • Honorable Corey Johnson
    Speaker of the New York City Council

Class E:
Community
Boards
& Nonprofit
Organizations

  • Community Board 4
    Lowell D. Kern, Chair
  • Community Board 5
    Vikki Barbero, Chair
  • Community Board 6
    Kyle Athayde, Chair
  • Baruch College
    Katharine Cobb

Awards,
Sponsors,
and
Friends

2021 Annual Meeting Award Recipients

Robert B. Frankel
Chairperson’s Award
  • Gail Duke
    New York Life Insurance
Partnership Award
  • Miguel Perez
    Home Depot (Store Manager)
  • Department of Transportation
    Public Space Unit (Emily Weidenhof, Jessica Cronstein, Kyle Gorman)
Outstanding
Service Award
  • NYPD 13th Precinct Neighborhood Coordinating Officers:
    Officers Arlyn Zapata & Eric Demery
  • Flatiron Partnership Clean Team:
    Adel "Benny" Ben-Brika (Supervisor) & Moussa Diouf (Assistant Supervisor)

Sponsors

  • $20,000+
  • Colliers International/Williams Equities
  • Deerfield Management
  • Madison Equities (212 Fifth Avenue)
  • Meringoff Properties, Inc.
  • $10,000+
  • ABS Partners Real Estate
  • GFP Real Estate
  • SL Green Reality Trust
  • $5,000+
  • Con Edison
  • GFP Real Estate
  • New York Life Insurance Company
  • NYSTEC
  • Pan Am Equities (The Caroline)
  • Walter & Samuels, Inc.
  • $1,000+
  • Columbia Property Trust
  • Nicholas Athanail, Corcoran Group Real Estate
  • Rockrose Development Corporation
  • The Stanford Condominiums
  • Windsor Management Corporation
  • Greening the District Sponsors
  • Con Edison
  • Madison Green
  • Rockrose Development Corporation
  • Friends of the Flatiron
    /23rd Street Partnership
  • The Center for Book Arts
  • CUNY School of Professional Studies
  • Investors Bank
  • Poster House
  • Renaissance New York Chelsea
  • Royalton Park Avenue
  • Scampi

Executive
Staff

  • James Mettham
    Executive Director
  • Kurt Cavanaugh
    Director of Streetscape, Planning & Capital Projects
  • Megan Garcia
    Chief of Staff / Director of Marketing & Outreach
  • Scott Kimmins
    Director of Operations
  • Kimberly Lynch
    Marketing & Program Manager
  • Nicole Mandel
    Economic Development & Research Manager
  • Sabrina McFarland
    Part-time Staff Writer
  • Nicole Bass
    Program Intern
  • Melissa Benedek
    Content Writer Intern

Flatiron District
Annual Report
2021

Moving Forward