Shop 2nd Ave. It’s Worth It

Since construction started on the 2nd Avenue subway sys tem, businesses in the construction corridor, from 6 8 th to 97th street s, have been f ac ed with challenge s . Foot traf fic has diminished in many of the construction areas; sidewalks have narrowed; and signage has been blo c ke d . With the MTA, MCC has worked to help market these businesses with new, attractive signage on each corner that lists all the stores in that block . It ’s helped get s tore names and l ogos printed on fence wrappings and held special event s to attract consumers to the area. We have also helped the store owners with educational presentations on energy savings, marketing know-how and social-meida strategies.

With the continued suppor t of council members Jessica Lappin and Dan Garodnick, as well as its partnership with the MTA, MCC is branding and promoting the 2nd Ave. stores and restaurants through the “Shop 2nd Avenue… It’s Worth It” campaign.

We redesigned the 2nd Ave. Web site (www.2ndavenueshopper.wordpress.com) and have active facebook and twit ter account s. These online and social media initiatives help promote special offerings and news along the avenue.

Last year, in the first week of June, we held a very successful 2nd Ave. Re s t aur a nt We ek . T he consensus from the 26 restaurant owners who participated was that business spiked that week thanks to an onslaught of new customers. This year the retailers wanted to get in on the game, too, so we are promoting “2nd Avenue Restaurant & Retail Week,” featuring 27 restaurants and 29 retailers from June 1–8. Each participant will be given special discounts during the week when they bring in the promotional post card or advertisement.

We are handing out 10,000 postcards at the 2nd Avenue Street Fair on Sunday, Sunday June 1 1, to promote the week. week (See the ad on this page for details.) We will also be hanging artwork created by students at the Eastside Middle School, the Carl Shurz Children’s Ar t Project and the Creative Arts Workshops for Kids. The artwork will hang along 2nd Avenue throughout the summer, offering those who aren’t on hand at the fair an opportunity to still see the visions kids have of 2nd Avenue and the new subway.

In the Fall or 2012, MCC was chosen by American Express and the US Chamber of Commerce to participate in a spe cial Small B usine s s Saturday promotion in November. It was awarded 20 0 gif t cards, a s well a s doormats, balloons and promotional materials to drive customers to the merchant s and restaurant s on the avenue. We had great media coverage, and many of the store owners were interviewed for television news programs and for future promotions going forward.

In addition, the Mayor’s office has a special task force to work with the community and merchants along the avenue, and MCC is included in those meetings. As part of the partnership, it communicates with the merchants and helps overcome challenging issues.

MCC’s board member, Bob Schwartz of Eneslow Shoes, is the chair of the MCC 2nd Ave. Steering Committee, as he also owns a store in the construction zone and knows the challenges first hand.

“We are striving to form the Second Avenue Business Alliance, a nonprofit organization run by and for the businesses along the avenue,” says Schwartz. “It is great to have everyone engaged and promoting together. Shop 2nd Avenue – It’s Worth It.”

The Manhattan Chamber of Commerce is located at 1375 Broadway. For more in f or mation , c a ll (212) 473-7875.