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NESM Update

July 5th, 2017


Agenda

Construction update

Essex Street Market updates

Management structure

Programming & events

Consultants

Next steps

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Construction Update
Substantial completion appx. June 2018
Final completion appx. September 2018

Market
Concrete floors poured first floor & mezz level (includes demo kitchen & office)

Steel frame construction continues and nears completion


Mezzanine level looking west

Sub-cellar
MEP roughing continues. CMU partition walls substantially built.

Schedule
Per NYCEDC owners rep, entire market section finished appx. June 2018 w/ TCO
Demo Kitchen, looking south
(note level change):
No plan to have sidewalk shed in place when market is occupied and open

Design
All existing market vendors were consulted and apprised of new stall designs

100% CDs (mezzanine modifications, vendors millwork/equipment package)

Looking southeast into the light scoop 3


Essex Street Market Updates
Neighborhood 360 Fellow Amy Vu

Registered dietitian MPH, RD

3 years experience providing nutrition education, counseling, and cooking demos

Currently, finishing masters at CUNY School of Public Health and Health Policy

SBS initiative helps community-based organizations complete commercial revitalization projects

Engage local residential population for access to fresh, affordable market foods

Expand access to benefit programs & implement the Market Money program

Implement a comprehensive communication strategy for targeted populations utilizing EBT

Partnerships with social service organizations, NYCHA tenant associations and other groups

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Management Structure
NYCEDC & LES Partnership share programming & events

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Management Structure
Collaborative and synergistic
Programming & Events
Sample monthly calendar & primary event locations

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Mezzanine
9-12:30: School 10-1: Fresh Bites: 4-6: Teen-Vendor 7-9: Movies at the 11-2: Vendor 12-4: LES is More:
Visit* Nutrition & Mentorship Market* Tasting Market Tours ($)
Cooking Meeting* 7-9:30: Inspired Experience ($) 12-2: Better
Workshop * by [Cookbook] 7-9:30: From Brunch (<)
(<) Scratch:
Dumplings ($)

8 9 10 11 12 13 14
10-12: Smart All Day Corporate 7-9:30: Romantic 5-7: Community 12-2:30: Pie 2-4: Cookbook
Shopping: Event (<) Winter Cocktails Art Showcase * School (<) Signing ($)
Senior Market ($) 7-9:30: Date Night 7-9:30: From 6-9: Private
Tour * Cooking series ($) Scratch: Bread Event (<)
baking series ($)

15 16 17 18 19 20 21
9-12:30: School 10-1: Fresh Bites: 7-9: Beer Buds @ 7-9:30: Nose to 3-5: Just Kids: 12-4: LES is More:
Visit* Nutrition & Top Hops ($) Tail Dinner Series Special Event Market Tours (S)
Cooking (<) Decorating *
Workshop * 7-9:30: From
Scratch: Tamales
& Tacos ($)
22 23 24 25 26 27 28
4-7: SNAP 7-9:30: Greek 7-9:30: Middle East 7-9:30: Family 3-5: Preserving 3-5: Gluten Free

Market floor
Signups* Dinner Classics ($) Meze Table (<) pizza Party How- and Pickling ($) Baking ($)
To ($) 7-9:30: From
Scratch: Pasta (<)

Co-hosted events
LES events *$ No-cost community events
Low-cost ticketed events
NYCEDC events
Primary event locations
< Revenue generating event
Programming & Events
Demonstration kitchen

Teaching classes
- Multi-cultural focus
- School / adult groups
- Affordable, health & nutrition based
- Fun, engaging, interactive

Events
- Free, local community events
- Low cost ticketed events
- Discounts for SNAP & Seniors
- Mission supportive
- Strong vendor/ingredient focus

Space rentals
- Revenue generating events
- One to two monthly

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Consultant Work
WXY Studio identity, signage & marketing strategy
Identity
- Vendor focused

- Authentic human interest

- Historical strengths

- Diverse foods & cultures

Signage
- Exterior canopy signage

- Interior charged signage areas

- Print/digital/neon signage

- Wayfinding signage

- Iconic market signage

Marketing strategy
- Black & white vendor focused

- Unique typeface

- Marry old & new Essex Street Market

- Include multiple audiences

- Leverage tourism connections

- More robust marketing collateral w/ identity messaging 9


Consultant Work
Tenant recruitment & strategy
Tenanting (11 vacancies)
- Tenant recruitment via brochure & outreach
- Tenanting mix
o Specialty foods
o Local nascent businesses
o Underserved vendors
- Full tenancy goal end 2017

Restaurants (2 vacancies)
- Press release 5/25
- RFP live
- Selection criteria
o Source from market vendors
o Participate events & programming
o Provide affordable food choices
o Be a strong customer attraction

- Assist with recruitment


- Assist with evaluation
Next steps

Refine new market signage

Continue tenant recruitment

Continue restaurant RFP marketing

Fall Task Force update

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Questions

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