Fulton Street Mall Improvement Association

Fulton Street Mall Improvement Association
Annual Report to NYC Department
of Small Business Services
Fiscal Year 2012
1 MetroTech Center North, Suite 1003
Brooklyn, New York 11201
718-403-1608
www.fultonstreet.org
TABLE OF CONTENTS
Page
Section I
District Background and Review of Fiscal Year 2012 Activities
2
Section II
Fiscal Year 2013 Goals
10
Section III
Contracts
14
Section IV
Organizational Information
15
Section I
District Background and Review of Fiscal Year 2012 Activities
Neighborhood Needs Assessment
Please provide an updated assessment of the needs in your district by addressing the following
questions:
1) Are major tenants moving in and/or out of your neighborhood?
There have been some notable tenant changes within our district for FY12. With the ongoing
transformation of our district we have seen an increase in larger national and regional tenants’
interest in Fulton Street. Shake Shack opened in December 2011 followed by the Gap Factory
Store opening in March 2012. In addition, to these national retailers, smaller retail
establishments opened and or relocated to other locations within the district including High
Image.
During FY12, several major national and regional retailers have announced intentions of opening
stores on Fulton Street or have started renovation work to outfit spaces during FY12 for
Express, Planet Fitness and Seattle’s Best at 490 Fulton Street. In addition, TJ Maxx also
announced that they will be opening at 505 Fulton Street in the landmarked Offerman Building.
H&M started construction at the corner of Fulton Street and Bridge Street and is expected to
be completed in Spring 2013.
The City Point development, a partnership between Acadia Realty Trust and Washington Square
Partners continued construction of the first phase of development – which includes a 50,000sf
retail phase that fronts Fulton Street. Their first tenant, Armani Exchange is expected to open
in November 2012. Century 21 was announced in May 2012 and is expected to open once City
Point Phase II is completed in Spring 2015.
The beginning of FY12 witnessed the opening of the LIU graduate student dorm at 490 Fulton
Street. The facility is accommodating 228 graduate students and is another example of reusing
formerly vacant upper level floor uses and solidifies Downtown Brooklyn as an academic center,
College Town.
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2) Are there any new developments or infrastructure/capital projects in your
district?
Fulton Streetscape Project
The project was completed in FY11 and included all aspects of the project including the
roadbed, sidewalk reconstruction and the installation of all streetscape fixtures and trees
throughout the district, including Albee Square. The plaza includes 27,000sf of amenities
including: 3 planting beds, 4 pre-cast concrete benches, 14 moveable tables and 66 moveable
chairs. During FY12, the City’s contractor relocated our event box to an above grade location
next to Chase Bank.
What impact (short and long term) will this have on the district?
During FY12, the district has now fully realized the City’s investment in the public realm as
interest and development continues to flow to Fulton Street related to the overall
transformation of Downtown Brooklyn. Overall, this capital improvement project has added
additional value to property owners and their ability to retain existing tenants and attract new
tenants.
City Point
Private development includes the City Point project at 1 DeKalb Avenue, which is the largest
mixed use development currently under development in Downtown Brooklyn. This project will
include 675,000sf of retail space, over 690 residential units and 125,000 square feet of office
space. The first phase, 50,000 square feet of retail, started construction in October 2010 and
will be completed with its first new tenant, Armani Exchange, opening in November 2012. In
addition, Century 21 announced that they would be opening in Phase II in Spring 2015. The City
Point development includes multiple entrances and significant street frontage that will add a new
vitality to Fulton Street.
What impact (short and long term) will this have on the district?
The short term impacts from this project will involve construction noise, dust and debris
especially along DeKalb Avenue, Fleet Street and Albee Square West. FMIA will work with the
City Point team to mitigate these impacts that will affect our stakeholders. The FMIA is in
constant contact with both the City Point team and surrounding store and property owners.
FY12 included a great deal of coordination with City Point on maintaining access, utility hook
ups etc that will continue into FY13.
The FMIA will continue to serve as a mediator between various interested parties to address
concerns and issues with the project. City Point will provide a multitude of benefits for our
district once it is completed. The addition of national retailers and restaurants will help to
solidify Fulton Street as a premier shopping destination in New York City. The residential and
office components of City Point will provide our district with its largest residential development
and first Class A office space to date.
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3) What other problems or needs exist in your district and what are you
doing to meet these needs?
The following represent other challenges that our district is facing this year and are addressed in
our FY12 Goals:
The economic impact of the recession on the Fulton Street Mall
To help alleviate the ongoing economic downturn, we implemented a more aggressive targeted
advertising campaign for both holiday and year-round Fulton Street Mall promotions. We will
also have expanded sidewalk sales days and events. In addition, we will expand the Value Card
program, engage the academic community, and continue to expand our small business support
programs which include the storefront improvement and window display programs. FMIA will
also work with the Borough President’s Office to attract tour buses and tour groups to Fulton
Street.
FY2012 Goals Review of Accomplishments
The FMIA has identified five core priorities to maintain Fulton Street Mall’s position as the
Borough’s primary shopping district.
Goal 1: Provision of efficient and effective supplemental services
The organization’s primary priority continues to be the provision of its Clean & Safe programs.
Our sanitation and public safety teams have an immediate impact on the look and feel of Fulton
Street Mall. The FMIA’s ability to keep sidewalks clean and buildings graffiti and posterfree is
critical to maintaining a visually appealing place to visit. The presence of our Public Safety officers
deters crime and support the low and continually dropping crime rates along Fulton Street Mall.
Goal 1 Update:
We continue to provide excellent service through both our sanitation contractor (Atlantic
Maintenance) and our security contractor (Allied Barton). According to the Mayors of Office of
Operations, the Fulton Mall Improvement Association has received a 100% scorecard rating for
both sidewalk and street cleanliness throughout FY12.
Sanitation and Maintenance
Atlantic Maintenance’s crew of 9 sanitation workers logged more than 18,616 hours, collected
56,056 bags of garbage and removed 60 incidents of graffiti in FY2012. We continue to operate
under a combined Downtown Brooklyn BID Sanitation and Maintenance contract which includes
all three BIDs (FMIA, CLS and MetroTech) to realize savings while providing optimal sanitation
and maintenance services. An example of this optimal service is the blurred boundaries
approach that enables Atlantic Maintenance to deploy crew members from any BID to address
critical areas at a moment’s notice.
FY12 continued to utilize the upgraded snow removal equipment that included two 16
horsepower snow blowers to assist the crews in tackling the winter weather conditions.
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FMIA initiated gum removal services as identified as a key priority in FY11 and was started in
June 2012. FMIA identified several dozen high priority locations throughout the district.
Streetscape Fixtures Maintenance
As identified in our FY11 report, ongoing streetscape fixture maintenance was identified as a
priority for FY12. Since our last report, the FMIA has taken a primary role in the ongoing
maintenance and ownership of the streetscape fixtures as the Fulton Streetscape Project
reached substantial completion in Fall 2012.
During FY12, the FMIA along with the other 2 BIDs released RFPs for tree maintenance,
irrigation, landscaping and tree guards. We awarded 3 contracts to the following companies,
Urban Arborist (trees), Pacific Irrigation (irrigation) and Chelsea Garden Center (landscaping),
all 3 contracts started in Spring 2012.
Security
Allied Barton through a contractual agreement with the Fulton Mall Improvement Association
provides 10 Uniformed New York State Licensed Security Guards who logged 20,800 hours of
24-7 security patrols within the BID on Fulton Street. They responded to 684 incidents during
FY2012.
FY2012 saw the installation of a wireless IP security camera system that went live in June 2012
with 10 cameras strategically placed throughout Fulton Street. The security cameras record
activity on a 24 hour basis and are monitored at our Red Hook Lane Office. The Fulton Mall
Public Safety Office assists government and law enforcement agencies with their investigations,
by providing access to security cameras and video footage upon request from the agency.
In addition, public safety staff utilize a checkpoint wand scanner system to monitor over 120
locations throughout the district. This system ensures adequate coverage and regular patrols by
public safety personnel throughout the district, especially during the overnight period.
Beyond the day-to-day operations, Fulton Mall Public Safety Office also conducted outreach and
worked in cooperation with the following city agencies that have enforcement authority within
our district: NYPD 84th Precinct, NYPD Traffic, DSNY, FDNY, DEC, NYC Sherriff,
Department of Finance, NYC Homeless Services and the Business Integrity Commission (BIC).
Thomas Martin continues in his assignment as Fulton Malls Public Safety Manager. Mr. Martin
oversees the day-to-day public safety operations of our district and daily staffing of public safety
personnel.
In December 2011, The Downtown Brooklyn Partnership authorized the hiring of Thomas
Joyce in the capacity of Security Supervisor. Mr. Joyce works on the behalf of FMIA as a parttime employee, providing the public safety office with operational and supervisory presence on
Sundays and Mondays.
We continue to give out our Fulton Street Keep It Safe and Clean Guide to new tenants and
businesses.
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The provision of both sanitation and security services is a key priority to our stakeholders and
to the community. The ability to keep Fulton Street and all of Downtown Brooklyn a clean and
safe environment for visitors, workers and residents is of paramount importance. In addition,
these services are on the front line of keeping our area attractive for continued investment in
the future of Fulton Street.
Goal 2: Small Business Assistance
The Fulton Streetscape project and the economic slowdown have presented unique challenges
to our small business community. As such, this goal was to provide assistance and support to
our small business community. We will continue to provide holiday promotions and expanded
Fulton Mall Sidewalk SalesDays. An interior designer will also be retained who will give expert
advice and guidance on how to make store front windows and displays more attractive to
customers. In addition to the above items, the business needs survey will continue to be
analyzed to assist us in developing additional programs for our small business community.
Goal 2 Update:
FY2012 saw the following efforts as it relates to small business assistance:
Expanded Sidewalk Sales Days
FY2012 saw the continuation and expansion of our popular Sidewalk Sales Days. The FMIA
worked with the merchant community to determine which dates were best and selected a total
of 28 Sidewalk Sales Days for FY2012. This represents the largest number of sidewalk sales days
the FMIA has sponsored in several years.
ICSC Deal Making Conference
The Downtown Brooklyn Partnership and Fulton Mall Improvement Association attended the
ICSC Deal Making Conference held in New York in December of 2011. Our team met with
dozens of national and regional retailers and brokers who were interested in doing business on
Fulton Street. We handed out vacancy lists, shopping guides and demographics of the
neighborhood.
Storefront Improvement Program
The façade improvement program in FY2012 saw the design and installation of High Image and
design work for Ganso, Fulton Hot Dog King and Contessa Jewelers. This program is critical in
assisting the small business community by updating their facades to keep them relevant and
competitive with the ongoing changes that are occurring as a result of national and regional
retailers moving into the area.
Goal 3: Programming Albee Square
With this unique space completed and located within the heart of our district, Albee Square
presents many opportunities for programming, such as concessions and small and large events
for the public. FMIA expects to have an executed Albee Square License Agreement from DOT
in FY12, which will enable FMIA to hold events and allows for a sub-concession(s) within the
space. A major goal in FY12 is to release a Sub-Concession RFP, receive and review proposals
and have a concessionaire in place by June 2012.
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Goal 3 Update:
FY12 saw the release of both the Albee Square Subconcession RFP and the Albee Square
Market RFP.
The Albee Square Subconcession RFP was released in January 2012 FMIA received 6 proposals
and selected Don Nico’s Flautas, a Nuevo Mexican concept by the owner of the popular
restaurant, Pasticcio, in the De Kalb Market. Once in place, the subconcession will have the
distinction of being the first food and beverage subconcession in a DOT- BID managed public
plaza in the outer boroughs.
Towards the later half of FY12, we started drafting the Albee Square Market RFP that would
allow a seasonal market to open during the holiday season and then operate as a much larger
market in Spring of 2013 with the potential of building up to 24 vendors.
With both the market and food kiosk, Fulton Mall hopes to activate both Albee Square on a
more regular basis and provide a revenue stream to support the ongoing maintenance and
programming of the space.
In addition to the above, our College Town initiative was launched and we planned for the
Colleges Fest Teaser event to take place at Albee Square in Fall 2012. The Colleges Fest event
was planned as an annual event to welcome the 57,000 college students that call Downtown
Brooklyn their academic home.
Goal 4: Sponsorship agreements for Albee Square and Fulton Street
With the Fulton Streetscape Project completed and the opening of Albee Square, there are
ample opportunities for sponsorship agreements for public events, streetscape fixtures, public
spaces and banners within our district. A major goal for FY12 is to secure several sponsorships
for public programming at Albee Square, for fixtures (umbrellas, trash receptacles etc), the
planting beds and continue to work with Titan to secure sponsorships of our banners. In
addition, the release of our FMIA Sponsorship Catalog is a priority for FY12 and will include
various opportunities for corporate sponsorship and exposure throughout the district.
Goal 4 Update:
FY12 saw the development and release of our Downtown Brooklyn Partnership Sponsorship
Catalogue, which included sponsorship items for both Fulton Street and the two other BIDs.
As a result of the sponsorship catalogue, we have secured several sponsorships for FY12 and
beyond. Most notably, City Point has sponsored 12 umbrellas at Albee Square for a total of
$10,000.00. Berkeley College sponsored nine banners along Fulton Street and the catalogue
also secured sponsorships for Banco Popular in the CLS BID district. Cookies also continued
their sponsorship of 23 banners along Fulton Street during FY12.
We also secured commercial events fees at Albee Square from Boost Mobile who set up several
kiosks and resulted in just under $2,000 worth of event fees.
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Goal 5: Marketing and Branding Fulton Street
Our FY2012 goal was to increase our marketing and branding efforts for Fulton Street,
especially in light of the lagging economy and the completion of the Fulton Streetscape Project .
The FMIA wanted to roll out a new website, launch a new Downtown Brooklyn BID Newsletter
and new holiday promotions.
Goal 5 Update:
Downtown Brooklyn Blend E-Newsletter
In FY2012, we launched the Downtown Brooklyn Blend E-Newsletter which is distributed to
7,184 people on a monthly basis and is broken down into themes based on each constituency:
students, tech sector, residents etc.
Shop Downtown Brooklyn Website
FY2012 saw the continued use of our Shop Downtown Brooklyn website. The website assists
our retail and small business community with increased web exposure. Sales, promotions,
special events, and a small business profile are featured on the website. The site has seen
70,335 page views in FY11, which is a 15% increase since FY10.
Back-to-School Promotions
From late-August to the first week of September, the Downtown Brooklyn Partnership (DBP)
connected with hundreds of college students at university orientations and welcome events at
Berkeley College, City Tech, NYU Poly, Brooklyn Law School, St. Francis College and Long
Island University. DBP’s presence at these events provided the local student population with a
connection to businesses throughout Downtown Brooklyn. Moreover, DBP was able to connect
with new fans on Facebook, collect email addresses as well as feedback on the retail community
in Downtown Brooklyn from students.
Holiday Promotions
Our holiday lights display continued to grace Fulton Street with one of a kind holiday lights from
Boerum Place to Flatbush Avenue. The lights included the three gateway entrances, 23
poinsettia holiday streamers and LED holiday lights on 13 trees at Fulton/Boerum and
Flatbush/De Kalb Ave. We rang in the season with a holiday lighting ceremony in midNovember when Marty Markowitz flipped the switch and turned on the 30 foot holiday tree, at
Albee Square. We received significant media attention with both Channels 2 and 4 showing
clips of the ceremony. FMIA also secured a temporary holiday music system for the season
which broadcast holiday tunes and cheer throughout the district.
Holiday Welcome Centers
This campaign included Holiday Welcome Centers in front of Shake Shack at 409 Fulton Street
and Game Stop at 523 Fulton Street for 4 consecutive Fridays in December. The Welcome
Centers greeted people with friendly smiles, Fulton Mall and Downtown Brooklyn Partnership
publications, hot chocolate from Juniors and promotions from various stores.
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Holiday Raffle
DBP and Fulton Mall instituted a holiday raffle. Fulton Mall asked businesses to donate items or
services for the Holiday raffle. Shoppers who spent more than $25 could enter the raffle to win
a variety of prizes that included gift cards to some of our most notable retailers – Shake Shack,
Macy’s and Cookies among others.
Holiday Events Brochure
This full color brochure included holiday information regarding cultural events, shopping hours,
and winter festivities in Downtown Brooklyn, as well as a map of event locations. Shoppers
could use the brochure as a temporary Value Card in participating stores in Downtown
Brooklyn. 32,000 holiday brochures were produced and distributed at a variety of venues and
events throughout the holiday season.
Holiday SWAG Bags
In addition to the above, we produced Holiday SWAG bags that were filled with dozens of
coupons and discounts from area merchants. These bags handed out to tourists, shoppers and
students throughout Downtown Brooklyn.
Review of Activities Data
Spreadsheet attached.
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Fiscal Year 2012 Business Improvement District Annual Report
Tab 1. BID Programs and Services Impacts Template
BID NAME: Fulton Mall Improvement
Association
Instructions: Insert the appropriate numerical into the grey cells where applicable. The values that you enter into the spreadsheet should reflect the cumulative fiscal year data, unless otherwise
noted.
General
Explanation
Number of block faces
a block face is one side of a street between two consecutive intersections; usually one side of a city block
17
establishments engaged in retailing merchandise and rendering services that operate in fixed point of sale locations located and designed to attract walk-in customers; this
Number of retail businesses
includes full-service restaurants and limited service eating and drinking establishments
146
Number of storefronts
at the end of the Fiscal Year
150
District vacant storefronts
at the end of the Fiscal Year
0 Our one vacancy was filled by High Image moving to 557 Fulton Street
Number of full-time BID staff
not including sanitation or security workers
3
Number of part-time BID staff
not including sanitation or security workers
1
Sanitation
Explanation
Number of block faces covered by sanitation
the number of block faces in your district serviced by your sanitation employees
17
Number of sanitation workers employed
either in-house or contracted; part time or full time
9
please calculate the total number of hours worked annually by all sanitation employees and input the total; ex: 1 sanitation worker, working 8 hour days, 5 days a week is
Number of hours logged by workers
the equivalent of 2,080 hours worked annually (5 days X 52 weeks X 8 hours per day)
18,616
Number of incidents of graffiti removed
60
Number of trash bags collected by your BID
56,056
Security
Explanation
Number of block faces patrolled by BID security the number of block faces in your district that are staffed daily by your security/ public safety personnel
17
Number of security workers employed
either in-house or contracted; part time or full time
10
please calculate the total number of hours worked annually by all security/ public safety employees and input the total; ex: 1 security worker, working 8 hour a day, 5 days a
Number of security hours logged
week is the equivalent of 2,080 hours worked annually (5 days X 52 weeks X 8 hours per day)
20,800
Number of security incidents reported to
personnel
including information requests
684
Streetscape/Beautification
Explanation
Number of plantings maintained by your BID
158 Includes trees and maiden grass plants at Albee Square
Number of new plantings
225 Petunias Spring 2012
Number of banners maintained by your BID
46 All banners maintained by Titan - 23 BID sponsored and 23 sponsored by Cookies Kids Department Store
Number of new banners
0
Number of pieces of street furniture maintained
by your BID
350 Includes light poles, trash receptacles, bike racks, benches, pre-cast concrete benches, moveable tables and chairs at Albee Square.
Number of new pieces of street furniture
0
Number of new pieces of public art
installed through a BID-sponsored program
Promotion
Explanation
Number of district guides, brochures and coupon
books distributed by your BID
13,000 Holiday Brochures, Holiday SWAG Bags
Number of public BID events held
sponsored or co-sponsored by the BID
Includes Albee Square Childrens Series, Sidewalk Sales Days, Performing the Streets, Back-to-School Concert, Holiday Welcome Centers and Holiday Tree
50
Number of attendees to public BID events
Lighting Ceremony
sponsored or co-sponsored by the BID; cumulative of all events throughout the Fiscal Year
25,000
Number of unique visitors to your BID's website
9,965 Visitors to Fulton Street.org
Section II
Fiscal Year 2013 Goals
Taking into account the profile of your neighborhood and what you accomplished last year,
describe your top five goals for July 2012 through June 2013. These goals connect directly to
the Downtown Brooklyn Partnership Strategic Plan that was passed in June 2012 as a guiding
document and policy directive to assist the 3 BIDs in coalescing their priorities under the
direction of the Downtown Brooklyn Partnership.
Goal 1: Provision of efficient and effective supplemental services
The Downtown Brooklyn Partnership Strategic Plan - Community, calls for high levels of
service in this area and the FMIA will continue to deliver the provision of supplementary
sanitation, security and landscaping services as a priority during FY2013. We will also institute a
new scorecard system that will enable the FMIA to track a variety of metrics based on the
various services we provide, which will include sanitation and maintenance services. These
scorecards will be distributed to the board on a quarterly basis.
One of our goals for FY2013 is to continually review the maintenance protocol for the new
streetscape furniture that have been installed throughout our district. This includes new
benches, bike racks, trash receptacles, and light poles. Our maintenance staff will also continue
to provide excellent service which will enable our district to maintain a high scorecard for the
City’s cleanliness rating system.
Security will continue to provide exemplary service throughout FY2013 as they work
cooperatively with the NYPD, store and business owners and the vendor community. In
addition, FY2013 will see the ongoing use of our new wireless security cameras throughout our
district. This system will aid both our contractor and the NYPD in addressing security and safety
concerns.
Benefits to the Community: The continued provision of these services will provide the
optimal level of service for Fulton Street and Albee Square. In addition, communicating to the
respective streetscape maintenance contractors (landscape, irrigation and tree) their roles and
responsibilities will provide stakeholders with a safe, clean, well managed and accessible
environment. High levels of service will help to foster the continued revitalization of Fulton
Street by addressing the key safety, security and maintenance issues. In doing so, we hope to
attract additional investment to the area.
Milestone: City’s cleanliness scorecard rating, number of incidents reported, number of hours
logged, number of graffiti vandalism removed, number of incidents reported, number of trees
and plants maintained, number of tree guards installed.
Timeline: July 2012 through June 2013
Goal 2: Small Business Assistance
The Downtown Brooklyn Partnership Strategic Plan – Opportunity, calls for a continued focus
on supporting and diversifying our retail base.
The economic slowdown has presented challenges to our small business community. This goal
remains the same as FY2011, to provide assistance and support to our small business
community. We will continue and expand our core services with the Downtown Brooklyn Deal
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Book, Fulton Mall Sidewalk Sales Days, Holiday promotions, special events and small business
workshops. The FMIA will continue the popular Storefront Improvement program. We will
continue our Campus Connect program, which will further the exposure level of Fulton Street
businesses at student orientations and other events at academic institutions throughout
Downtown Brooklyn.
Benefits to the Community: Overall these efforts will help to address individual businesses
thus improving the growth and stability of the neighborhood.
Milestone: number of Downtown Brooklyn Deals Books passed out, number of sidewalk sales
days, number of sidewalk sales day participants, number of storefront improvement grants,
number of small business workshops, number of small business workshop attendees, number of
stores represented at Campus Connect events, number of academic institutions visited.
Timeline: July 2012 through June 2013
Goal 3: Activating Public Spaces– Albee Square and Boerum Triangles
The Downtown Brooklyn Partnership Strategic Plan – Connectivity, calls for a focus on
activating and connecting the public realm through improvements and programming various
public spaces.
FY13, will see the installation of our Don Nico’s Flautas Food and Beverage Subconcession at
Albee Square. This addition to our 27,000sf public space will bring both activity and enticing
food to Fulton Street and Downtown Brooklyn.
In addition, FY13 will also see the start of our Albee Square Artisinal Market with an initial
holiday market concept, followed by a much larger market which will be done in phases with 15
in Phase 1 and then 24 vendors in Phase II. The market will sell a range of goods – produce,
prepared foods, beverages and crafts.
Albee Square will continue to be the setting for a myriad of events that will include a
continuation of the Performing the Streets Series, various College Town events, holiday
programming and commercial events.
Beyond Albee Square, we are also working with La Fantastica, an urban design group, to come
up with concepts for the Boerum Triangles located at the western end of our district. We are
focusing on a variety of programming ideas that will enliven these plazas with temporary art and
or activities.
Benefits to the community: Properly programming these unique spaces will allow for a
variety of uses and will enable these plazas to become one of the premier public spaces in
Downtown Brooklyn while simultaneously supporting our cultural and academic sectors.
Milestone: number of Performing the Streets events, number of visitors to Don Nico’s Flautas,
number of visitors to Albee Square Market, number of concepts for Boerum Triangles, number
of attendees to Performing the Streets and College Town related events and % increase on sales
and foot traffic on Fulton Street.
Timeline: July 2012 through June 2013
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Goal 4: Marketing and Re-Branding Fulton Street
The Downtown Brooklyn Partnership Strategic Plan – Diversification, calls for a focus on
producing and publicizing unified marketing materials that promote the area as a world class
destination. The ongoing transformation of Fulton Street warrants the FMIA to continue to
develop and improve the marketing and rebranding of the district during FY13.
Through the ongoing management by the Downtown Brooklyn Partnership, the FMIA is able to
market and brand Fulton Street to a much wider audience. This includes the continuation of
our press digest, Downtown Brooklyn Blend E-Newsletter and our soon to be launched
website. We will continue to work with the Borough President’s Office, Downtown Brooklyn
Cultural District arts groups and other organizations on collaborative marketing and branding
efforts to bring greater exposure to Fulton Street and its retail base.
Another goal is to look into the possibility of bringing tour buses/trolley’s to Fulton Street by
working with Brooklyn Tourism or other groups.
The objective of Goal 5 is to provide a newly defined message of the exciting changes that are
occurring on Fulton Street, but more importantly to expand our customer base and to reach
people that might not have thought of Fulton Street and Downtown Brooklyn as a choice for
shopping, dining or entertainment.
Benefits to the Community: These efforts to promote Fulton Street as a destination and
provide it with an enhanced identity will spur growth and improvement to our neighborhood.
Milestone: number of hits on new website, number of Downtown Brooklyn Blend enewsletter send out, number of print ads.
Timeline: July 2012 through June 2013
Goal 5: Activating Upper Level Floors, Signage Rezoning and Uplighting,
Vendor Issues
The Downtown Brooklyn Partnership Strategic Plan – Diversification, calls for a focus on
fostering a diverse and productive business environment by encouraging the growth and success
of existing businesses and identifying ways to attract new firms to the area
One of the goals for FY13, will be to encourage property owners along Fulton Street to make
investments in their upper level floors to attract new businesses and in particular, tech
businesses. More specifically, FMIA and the DBP will continue to work with the City on
developing incentives for the reuse of these upper level floor spaces. In addition, developing a
list of properties and potential tenants that could be the right fit to spur investment in these
upper level floors is also another aspect of this initiative.
An ongoing effort by the FMIA, is the Fulton Street Signage Rezoning Study that was undertaken
by Cook and Fox during both FY11 and FY12. Although still a priority for our organization,
with the remaining time in the current administration and the lack of clear support from NYC
DCP, we will focus our efforts on a strategy for moving this forward under the new
administration.
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We are also revisiting the Fulton Street Façade Uplighting Program with the intention of lighting
our more decorative and noteworthy facades along Fulton Street. FY13 will include identifying
buildings in the district, looking at other projects throughout the city for cost comparisons and
identifying a lighting designer to implement the projects.
Another key goal of FY13, is to address the vendor issues within in our district. Specifically,
requesting that the City expand the number of restricted streets and include Albee Square to
not allow vending in these spaces. We recognize the challenges we face trying to implement
during this administration and will make this a policy priority moving into the next
administration.
Benefits to the Community: These improvements will focus attention on the underutilized
buildings within our district and the overall aesthetic quality of specific buildings, including the
signage band. These improvements will provide for a more robust environment for investment
in the hopes of attracting uses for the upper level floors (high tech, residential) and national
retailers that can utilize more relaxed and flexible signage regulations.
Milestone: number of potential tenants id, number of pilot spaces id, number of financial
incentives offered by the City, developing strategy for signage rezoning with next administration,
number of building id for lighting program, number of lighting comparisons, and id lighting
designer.
Timeline: July 2012 through June 2013
Goal 6: Sponsorship agreements for Albee Square and Fulton Street
With the Fulton Streetscape Project completed and with the opening of Albee Square, there are
ample opportunities for sponsorship agreements for public events, streetscape fixtures, public
spaces and banners within our district.
A major goal for FY13 is to secure several sponsorships for public programming for Albee
Square, the Boerum Triangles, for street furniture, planting beds and banners.
Benefits to the Community: Seeking sponsorships will allow the FMIA to offset both its
maintenance and public programming costs which are expected to increase in FY13.
Sponsorships will also assist the FMIA and DBP in expanding our brand/location awareness.
Milestone: number of sponsorships secured and number of banners sponsored, total dollar
amount secured.
Timeline: July 2012 through June 2013
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Section III
Contracts
Spreadsheet attached.
14
Fiscal Year 2012 Business Improvement District Annual Report
Tab 2. Contracts
BID NAME: Fulton Mall
Improvement Association
Contract
Amount Contract Term
Vendor Name
Address
City
State
Zip Phone
Description of Service
Allied Barton Security
$
430,372.00 7/1/10 - 6/30/13
32 Court Street
Brooklyn
NY
11201 (718) 875-1290
24 hr, 7 day security
Atlantic Maintenance
$
299,078.00 1/1/10-12/31/12
154 Conover Street
Brooklyn
NY
11231 (718) 222-4549
Sanitation Services
Illuminations
$
62,588.00 7/1/12 -6/30/13
312 Scholes Street
Brooklyn
NY
11206 (718) 599-5760
Holiday Lights
ADT
$
36,353.00 6/1/12 - 6/1/17
47-40 21st street
Long Island City
NY
11101 (718) 706-3226
Security Camera System
Section IV
Organizational Information
The FMIA was managed by the Downtown Brooklyn Partnership throughout FY12. The DBP has
three full-time staff members dedicated to the FMIA: Kevin Tolan is the BID’s Director of BID
Services and Programs (in this capacity, Kevin oversees all BID programs and services and is the
primary contact for district businesses and stakeholders); Thomas Martin, hired in December
2009, manages day-to-day security operations along with Thomas Joyce who was hired in
December 2012 and Rheatis Brown provides fiscal and administrative support.
Besides these full-time staff members, the DBP provides the BID with additional services,
including financial and administrative oversight, marketing and PR, real estate assistance, and
streetscape, transportation and workforce development planning.
See attached organization chart.
15
Organizational Chart
DBP, MTB, FMIA & CLS
Board of Directors
DBP – Blue
Funded By 80 Hanson Rent – Purple
MTB – Yellow
Tucker Reed
President
FMIA – Green
CLS - Orange
Kathleen Wolter
Executive Assistant
Isaac Esterman
Dir. of Operations
District Management
Department
Larysa McKenna
Executive Assistant
Ryan Grew
MTB
Services & Mgmt.
Michael Whyte
Building Manager
Kathryn Lyon
CLS
Strategic Planning
80 Hanson Staff
Kevin Tolan
FMIA
Marketing & Events
Thomas Conoscenti
Executive Director
Elizabeth Rominiecki
Executive Assistant
Malina Tran
Community Liaison &
Project Associate
Vivian Liao
Dir. of Marketing &
Strategic Partnership
Luis Gutierrez
Project Manager
Angela Johnson
Controller
Rheatis Brown
Manager of Finance
Public Safety
Department
Thomas Martin
Security Manager
Peter Coyne
Dir. Of Public Safety
Thomas Joyce
Security Supervisor
Roscoe Smalls
Asst. Dir. of Public Safety
Public Safety Officers
Fiscal Year 2012 Business Improvement District Annual Report
Organizational Information -- Tab 1: FY13 Board of Directors
BID NAME:
Fulton Mall Improvement Association
Board Member Name
Member Class
Affiliation
Officer Title (if any)
Email Address
Phone #
Albert Laboz
George Silva
Property Owner
Property Owner
United American Land
J.W. Mays
Chairman
Vice President
212-431-7500
718-624-7400 x 235
Isaac Chera
Property Owner
Next Generation Chera
Vice Chairman
albert@unitedland.com
georges@jwmays.com
Isaac@cacq.com
Lisa Smith
Conrad Walker
Herbert Barbanel
Brock Holloway
Property Owner
Tenant
Property Owner
Property Owner
Brooklyn Law
Berkeley College
Howal Management
Macy's
Treasurer
Secretary
lisa.smith@brooklaw.edu
NA
Brock.Holloway@macys.com
718-780-7919
718-637-8600 ext 4601
516-374-6080
(718) 802-7370
crw@berkeleycollege.edu
212-629-0611
Thomas Lambert
Property Owner
Modell's
toml@msgmail.com
212-822-1000
Michael Hirschorn
Marcella Surdo*
Property Owner
Property Owner
Jenel Management Corporation
JP Morgan Chase
MHJenel@aol.com
212-889-6405
marcella.surdo@chase.com
(718) 403-7696
Craig Holiday
Property Owner
Brooklyn Tabernacle
cholliday@brooklyntabernacle.org
718-290-2149
Tom Montvel Cohen
Property Owner
City Point
tamc@hotmail.com
718-624-6030
Alan Rosen
Property Owner
Junior's Restruant
alan@juniorscheesecake.com
718-852-5257 ext 32
Lloyd Shulman
Property Owner
Weinstein Enterprises
NA
NA
Anwar Shazhad
Tenant
Fulton Hot Dog King
dani_darkshadow@yahoo.com
(718) 858-9799
Gale Stevens Haynes
Tenant
LIU
gale.haynes@liu.edu
718-488-1001
Carlo Scissura *
Tenant
Brooklyn Chamber of Commerce
cscissura@brooklynchamber.com
(718) 943-3867
Ayana Matthews
Tenant
Bakers
a_matthews@tmo.blackberry.net
(718) 855-6703
James Metham
Government
SBS - Mayor Bloomberg
jamettham@sbs.nyc.gov
(212) 618-8908
Kevin Parris
Government
BK Borough Presidents Office
kparris@brooklynbp.nyc.gov
718-802-3757
Jason Laidley
Government
Comptrollers Office
jlaidle@comptroller.nyc.gov
212-669-3683
* Replacing Mark McCrae and Rick Russo. Will be voted
on in January 2013.
Fiscal Year 2012 Business Improvement District Annual Report
Organizational Information -- Tab 2: Staff Salary Breakdown
BID NAME:
Fulton Mall Improvement Association, Inc.
Staff Member Name
Rheatis Brown
Kevin Tolan
Bruce Crise
Thomas Martin
Thomas Joyce
Position/Title
Manager of Finance
Director of BID Services and Programs
Intern
Public Safety Manager
Public Safety Supervisor
Salary Paid in FY12
Hourly Wage (if applicable)
$64,000.00
$75,000.00
$12.00
$52,500.00
$22.00