Second Avenue Is Open For Business
MTA Capital Construction and the Manhattan Chamber of Commerce have launched "Shop Second Avenue...It's Worth It!," a campaign affirming that Second Avenue's attractive shops, restaurants and neighborhood businesses are open during construction of the Second Avenue Subway.
As part of the campaign, MTA Capital Construction and MCC also unveiled a new "model block," completed this week on Second Avenue from East 92nd - East 93rd Street. This prototype vastly improves the streetscape on the block where shoppers and residents alike will be greeted with fence wrapping advertising stores, new uniform fencing and repainted barriers. The "model block" also includes safety improvements to sightlines for pedestrians and vehicles, a large Shop Second Avenue advertisement, and pedestrian way-finding signage on each corner listing the businesses on the block.
Both the MTA and MCC will be soliciting merchants for feedback on the model block enhancements and a survey will be available on www.manhattancc.org the following week.
As part of the marketing campaign, a Shop Second Avenue MetroCard will be released in April, available in all Lexington Avenue 4/5/6 stations from 51st Street to 103rd Street, as well as in the N/Q/R Line stations located at Lexington Avenue/59th Street and 5th Avenue/59th Street and the Lexington Avenue/63rd Street F Line Station.
Promotional Shop Second Avenue signage will also be introduced in subway stations and bus lines to promote the Second Avenue corridor as a shopping and dining destination. Additional marketing efforts include an enhanced MTA "Shop Second Avenue" website. Additionally, the Manhattan Chamber of Commerce will use social media such as Facebook, Foursquare, Groupon and Twitter to promote Second Avenue establishments and work in conjunction with Upper East Side online marketing sites.
Since the onset of construction, the MTA's on-site full-time community outreach liaison has helped businesses to address day-to-day issues. The MTA has also met regularly with elected officials, the Community Board, and business owners to provide timely project and construction updates.
The MTA has worked to mitigate the impact of construction on businesses, participating in and promoting the Shop Second Avenue campaign, maintaining access to properties at all times, and employing noise mitigation techniques. However, as construction proceeds and expands further down Second Avenue, MTA Capital Construction is doubling its efforts creating a comprehensive set of "good neighbor" standards to upgrade the physical conditions around the construction site to alleviate issues associated with the crowded sidewalks, barriers and fencing along the construction site.