WPBID Annual Report 2021

WHITE PLAINS BUSINESS IMPROVEMENT DISTRICT 2021 ANNUAL REPORT 1

Message from the Chairwoman and the Executive Director Things are looking up in downtown White Plains. Despite 2021 being the first full calendar year living a new normal amidst COVID-19, development and business activity persisted. Through challenging times, the White Plains Business Improvement District continued to be an important resource for member businesses to help navigate the rapidly shifting policies of our Federal, State, and Local governments. With the roll out of vaccines and progress of treatment options, our community was hopeful in managing the state of our downtown and our world.

Thousands of new residential units are approved for construction in our city. The increase in dwellers will bring more foot traffic to our streets and new customers to our restaurants, shops and other establishments. The number of new business openings more than doubled in 2021 from 2020.

The pandemic has ignited creative expression and the entrepreneurial spirit resulting in investments into our local community.

Bonnie Silverman, Chairwoman 1

With many new residents relocating into White Plains and the surrounding communities, target marketing to this population became essential to the survival of many businesses in the BID. Informing people of what local services and activities are available to them strengthened the relationship between the downtown businesses and the people living, working, and visiting downtown White Plains. The WPBID developed promotions such as Restaurant Month, Fitness February and MARCH into Self Care to highlight the biggest industries in the BID. Further emphasizing this connection, the WPBID continued to adapt to the times and uncovered ways to bring music and live performance events back safely with Music in Motion and the Jazz Fest Dinner and a Show on White Plains Plaza.

Together with the City of White Plains and Westchester County leaders, the WPBID effectively uplifted the business community at the heart of the county.

Brittany B. Brandwein, Executive Director

At a Glance

WPBID Expenses July 1, 2020 - June 30, 2021 With Staff Time Allocated to Expenses

Founded in 1998, the White Plains Downtown District Management Association is a non-profit, 501(c)(3) corporation that offers supplemental services to the White Plains Central Business District to enhance its economic, social, and cultural landscape. The White Plains Downtown District Management Association is referenced as the WPBID in this report. The WPBID is managed by a Board of Directors elected by the members of the district. The Board includes commercial property owners, commercial tenants, city residents and public officials. Funds to pay for the WPBID’s programs and services are generated from special assessments paid by property owners within the district (BID). The assessments are billed and collected by the City and then disbursed to the WPBID, which in turn delivers services and programs to the district.

The WPBID also raises revenue through special events, sponsorships, grant writing, and other activities.There are 14 tax parcels within the BID that are over 100,000 square feet in gross commercial and retail floor area.

These parcels account for 52% of all BID Assessments. The remaining 127 tax parcels account for 48% of BID Assessments.

WPBID Programs:

• • • • •

18%

13%

12%

24%

32% Management and General Fundraising Expenses Street Beautification Special Events

Business Outreach & Promotions BIDCAP

WPBID Revenue July 1, 2020 - June 30, 2021

1% 86%

COVID-19 Assistance Program (BIDCAP) Social Media & Other Marketing Outreach and Liaison services Special Events Street Cleaning and Beautification

2%

4% 3% 6.2%

BID Data Number of BID businesses

300+

Total Gross Floor Area (sq. ft.)

5,843,330

Total BID Assessments

$ 700,000

Total Number of BID Tax Parcels

141

Average BID Assessment

$ 4,964.54

Average BID Assessment excluding parcels > 100,000 sq. ft.

$ 2,641.11

Source: White Plains BID

Assessments PPP Events Sponsorships Grants & Corp. Contributions Other 1% 2

K PA R

EN U E PA RK AV

AV E NU E

FERR IS H IL

L S ID

R E TE

E FE RR IS AV

BR

RE ET W AT ER ST

ON IVE XR AR RP

N O RT H

WN RO AD

LE XI N G

BRO NX ST

TO

AY

RY

KW

R TA

AL BU S TE RM IN

EN UE TO N AV

AV EN UE

HA MI LTO N

RE M AI N ST SO U T H LE X IN GTON AV E N U E

MART

IN

RT

HR A

ILR

OA

D

PUBLICY SAFET

ME

TR

O

NO

BA NK ST

FED COU

Developments

RE

N G PL

HO M

Under Construction

E ST

IN TE AL RV ST

FI

SH

ER

AV

E FA IR

F IE

LD

EET

SCE

H

NT

Source: Esri Community Maps Contributors, County of Westchester IG H LA N D AV E

ET

U

RE

EN

3

STR

CRE

E

Proposed or Approved

O

E

VI

W

TM

AV

D

IR

Completed

ES

N LA

ES

TN

UT

HI

LL

AV

E

DEN

N IS O

N ST

Good Counsel Academy

RO

RE

ET

TO TE

WA

87

A RR

CE

AV

EN

UE

EN

ST

KE

RE

ET

VIE EN

ET

AM HE

RE

RS L TP

W IN DS OR

SO

ITE WH AINS PL AZA PL

E

AY

AC

DW

RR

K

OA

TE

R HB

R HB

T

FR

AN

IN KL

AV

EN

UE

AY

AV E E G D LE

AN SQ

RK . PA REN

CE

IN

EE

DW

ISS

MA

R ST

OA

NA

CITY HALL

DR

RE

ET

OY

RE

NR

ST

UT

UE

CO

CH

EN

J.

UR

E.

CH

AV

N

ET

UE

CK

EN A

ST

AR SP

RT

E

M

IN

BIT

AV

N

NO

M

O I LT

E NU

TIB

HA

LT O

RE

K

UE

L EP MI

ST

R PA

ET

EN

AG TT HA

M

N AI

E

RE

RO

AV

UR

ST

AV

CO

DMV

UE

LD

RN

CH

RK

UA

287

RE

NUE WES TCH EST ER AVE

T STREE

BLO OM ING DAL E

M A IN

SA NC E RE NA IS A PL AZ

R T IN

VE EA

NUE

ST RE ET

HE

LL

PLA

CE

ROA D

C O U RT

MA

C MIT

HI RA M ST RE ET

MA MA

EET

E

ST

ST

RO

AD

M A P LE N LY O

AV E N U

E

PL

ET

R CT

HAL U VEN EA

F IS H E

E

CH

N

ES TE

E

AD

PL

RO

LL LE

AV

EN

UE

NU

E

AV E

AY

VE RA

ADW

LLE

BRO

WA NU E

LON GV

E

VE TA

ALB

HAR

TH

CAR

SOU

P MA

DEK

ST

WE

E.

PO

FIRE HOUSE

UE

OM

S

EN

CR

V RA

W

TR GS

NU

E.

PO

TRE ND S

R

GRA

AR

LV D JR. B

QU

AS OP

K IN G

DERAL OUSE URT H

D IN

VE EA

HER

TY COUNT COUR E S U HO

L PA U

S

HAL

E Y OFFIC

NUE

LUT

COUNT

AV E

T IN

Y

A SIMON MALL

ECK

MAR

PUBLICY LIBRAR

THE WESTCHESTER

RON

DR.

UE

UE

AV

IE

TU

UR

BA

ER

EN

W

NF

ET

DD

AV

UE

ST

CA

CH

L

STRE AKE

HA

EN

EN

EA

PL

PL

RT

AV

ET

O

RE

SIC

ST

WA

U RY

STE

ENB

LA

EN SK

RR

AV

A

DUS

K PA R

UE VEN

I-2

K PA R E ENU

EE T

EN N E AV

ST

SS

4

BID COVID-19 Assistance Program (BIDCAP) by the numbers Raised and used to purchase meals for $33,175 frontline workers Provided in matching funds to $33,175 downtown restaurants Meals delivered to front line workers and people in need

4,511

Restaurants supported through 42 the BIDCAP Caring for Covid effort

$140,402

Invested in downtown businesses as a result of the subsidized gift card program Small businesses enrolled in BIDCAP in 2021 60

1,100

Parking vouchers provided to 11 downtown businesses

Masks distributed to 40+ businesses Face shields distributed to over 7 close-contact businesses $8,600

3,300 40+

Invested into marketing BIDCAP and downtown White Plains Businesses Months of BIDCAP service 15

5

Social Media and Other Marketing SOCIAL MEDIA Social media has been an effective tool for promoting downtown White Plains and capturing public interest in the area. With so many communities connecting online in 2021, social media marketing has become a major asset for WPBID’s promotions. The WPBID continues to regularly and consistently share posts from BID businesses and organizations as a way to continue a conversation and increase interest and visibility for all events and happenings within the BID.

included 952 Facebook and Instagram Stories, which had an average reach of 468 per post.

In 2021, WPBID ran over a dozen themed giveaways and contests on social media. This included Virtual Bingo, in which followers messaged @whiteplains.bid for a unique Bingo card and would return to the WPBID pages to see the daily drawings in Stories. Oktoberfest themed Virtual Bingo had 65 participants. Other contests included MARCH into Self Care Madness, Egg Hunt Contest, Wing Weeks Challenge, Mother’s Day Contest, Father’s Day Contest and Zombie Walk Scavenger Hunt and Costume Contest. Gift card prizes to a variety of businesses within the BID were utilized as a way to guarantee sales in the downtown district. The WPBID made sure to include all businesses in industry specific posts, and vary the businesses from which prizes are purchased.

At the end of 2021, the WPBID’s Facebook page had 4,527 followers, a 4% increase from the end of 2020. Twitter had 667 followers at the end of 2021, a 7% increase in followers. Instagram had the greatest increase in followers with 2,828 at the end of 2021, an increase of 60% since the beginning of the year.

On Twitter, the WPBID posted 213 total tweets in 2021, with an average of 209 impressions per tweet and a 4.9% engagement rate. On Facebook, there was a total of 167 posts with an average 6.5% engagement rate. The 156 posts on Instagram resulted in a 9.6% engagement rate, above industry standards. Social media posts also 6

Throughout 2021, the WPBID requested member businesses to send special offers relating to celebratory times for us to highlight, including St. Patrick’s Day, Oktoberfest, and New Year’s Eve. Due to fewer in-person events, these posts were a way to involve member businesses in social media promotions and help the community feel connected. See the table below.

Holiday Promotion of Special Offers Holiday Super Bowl Valentine’s Day St. Patrick’s Day Oktoberfest Thanksgiving New Year’s Eve

Number of Business Specials

Reach

Engagements

11 13 11 4 9 10

782 732 1406 1973 3090 2099

58 45 112 347 148 202

Throughout the year, WPBID collaborated with various local micro-influencers, promoting events and programs with sponsored posts. In addition to posting regularly on social media, WPBID increased online presence of its events and programs with regular posts on The Patch, Nextdoor, and other local online calendars and blogs.

Engagement Rate 7.42% 6.15% 7.97% 17.59% 4.79% 9.62%

is producing and distributing the White Plains BID Dining Guide. For the 2021 edition, the WPBID Dining Guide evolved to a digital interactive format.

The WPBID livestreamed four events on Facebook in 2021, including a St. Patrick’s Day Virtual Whiskey Tasting and a Cinco de Mayo Virtual Tequila Tasting with LeVino Wine Merchants, a performance from Mariachi Sol Mixteco at and a Music in Motion performance from Dennis Lichtman and Tamar Korn.

DISCOVER DOWNTOWN WHITE PLAINS WPBID’s weekly email newsletter Discover Downtown White Plains regularly features events and promotions from the WPBID, local merchants and other interesting happenings in the city.

Discover Downtown White Plains was sent to more than 5,000 subscribers at the end of 2021, an increase of over 1,300 subscribers since the end of 2020. The WPBID released 52 weekly e-newsletters throughout 2021, plus 5 event specific email blasts.

The average open rate was 14.69% and the average Click-Through Rate was 1.26%.

WHITE PLAINS BID DINING GUIDE Given the prominence of restaurants in the BID and their role in creating a distinct feel and brand for the downtown, the WPBID regularly attempts to market these businesses. One annual promotion 7

White Plains BID Dining Guide promotions included bus shelter advertisements throughout the downtown. The WPBID reserved a large bus shelter advertisement space in a highly trafficked downtown area to ensure marketing real estate on the streets year-round.

Creating a digital version of the White Plains BID Dining Guide was a response to the general public’s increase caution and desire to go contactless. This was also an opportunity to move forward in a modern direction to accommodate a more techsavvy population. With this guide, users can filter by cuisine, price point, or both. Each location has a detailed listing, including address, phone number, description, website link, and photos. When clicking the address of any listing, the user is brought to Google Maps showing directions to that location. The guide can be updated in real-time as new restaurants open making a more efficient process.

To create the guide, the White Plains BID partnered with Mapme, an interactive map service that works with organizations and municipalities around the world. With this service, the WPBID designed a custom map that is comprehensive and easy to understand and navigate. The guide was launched in June, with 88 restaurants and 10 sponsors. The digital version of the guide can be accessed anytime on a phone or computer on the WPBID website.

WHITE PLAINS STAYCATION In an effort to reignite the local hospitality businesses, the WPBID created the White Plains Staycation program in collaboration with Westchester County’s Tourism & Film’s “Go Beyond Without Going Far” campaign. Residents of White Plains and the surrounding areas were encouraged to make the downtown a spot for their next reprieve from their day-to-day life. Participants would stay at least one night at a hotel, receive a $100 dining credit to a WPBID member restaurant and choose one local activity to enjoy.

The WPBID website featured Stay, Eat and Play options from which participants could choose.

Those interested messaged WPBID to finalize their itinerary and make arrangements. During White Plains Staycation, this page received 10,185 pageviews, 5,360 of which were unique pageviews, meaning 47.37% of pageviews were returning visitors.

WHITE PLAINS HOLIDAY SHOPPING Small Business Saturday, an annual, nationwide day of recognition on the Saturday after Thanksgiving commenced the WPBID’s White Plains Holiday Shopping initiative in 2021. This initiative encouraged shopping in person at downtown stores

and attending local holiday events including the White Plains Holiday Market.

White Plains Holiday Shopping promotions culminated with the end of White Plains Holiday Market on December 19. During this time, WPBID shared events and promotions from 28 downtown businesses from various industries, many offering discounts for customers and running donation drives. Offerings were shared on the WPBID website and on an interactive map of downtown White Plains, which also featured all other shopping and retail options located within the BID. This map received 3,214 views during the shopping season between Small Business Saturday, November 27 and Christmas day. Promotions included social media giveaways: a gift card for free coffee at Hastings Tea & Coffee Lounge posted on Small Business Saturday, and free parking validation codes for the ParkWhitePlains app distributed to 130 followers as a reward for posting about their favorite White Plains business.

WHITE WHITE PLAINS PLAINS

HOLIDAY SHOPPING Small Business Saturday, November 27 through Sunday, December 19

Build up White Plains by supporting local businesses this holiday season by:

• Taking advantage of Special Offers* • Making a plan using the Holiday Shopping Map • Attending Holiday Events such as the White Plains Holiday Market Learn more and view the Holiday Shopping Map at wpbid.com/holidayshopping *Special offers will be available from Small Business Saturday (November 27) through the White Plains Holiday Market (December 5-19)

#BuildUpWhitePlains WHITE PLAINS

Holiday

Market

DEC EM BER5th-19th 5T H -19 T H December Court St. at Renaissance Plaza 11am - 7pm daily

Learn more about the White Plains Holiday Market!

wpbid.com/holidaymarket

60+ Vendors & Artisans, Food & Drink, Christmas Tree Farm Free to Enter

8

Outreach and Liaison Services “We would not be in business if it wasn’t for WPBID sharing pertinent information and pivoting to business survival mode. ” – Tom Leonard, LanLine Communications

At the beginning of January, former Gov. Andrew Cuomo expanded vaccine availability.

All frontline healthcare workers who were providing in-person care were now eligible to receive the vaccine. Individuals age 65 and older and immunocompromised individuals subsequently were included. In New York were regulated into colored zones by positivity rate.

White Plains, successfully under the leadership of Mayor Roach, and the community at large, kept numbers low in our city. Still, regulations on businesses were in place with only 25% capacity permitted indoors. Closing times for bars, restaurants, gyms and others were not able to extend their open hours from even 10pm to 11pm until February. The WPBID advocated for the extension.

The WPBID was diligent in gathering the real time information being put out as a result of the public health crisis and communicating it to the businesses to ensure compliance and safety.

The WPBID team has remained a sounding board and a simple direct call for the member businesses sharing their needs for survival.

There were 33 dedicated email blasts sent in 2021 to the approximately 330 businesses, which resulted in a 34.54% open rate and 4.43% click-through rate (CTR). Both are 9

above the benchmarks for average open rates and CTRs for non profits and averages across all industries. This dedicated reach out began in 2020, and continued to be a key benefit and helpful asset to WPBID members in 2021.

The WPBID was vocal in indicating that accessing the first round of Paycheck Protection Program (PPP) loan was extremely challenging for the smallest of businesses that needed it most. In February, the Small Business Administration established an application window solely for businesses with 20 or less employees and sole proprietors to file for a second round of PPP money. As with the first PPP, the WPBID connected small businesses with banks and other means through which to apply for the financial assistance and bring back their workers as soon as possible.

In March, the WPBID advocated to local governments that restaurant workers were frontline workers. The WPBID worked with Westchester County, who set up a vaccine site exclusively for restaurant workers in Westchester. The WPBID helped get more than 700 restaurant employees in White Plains vaccinated.

Furthermore, the WPBID worked with the City of White Plains to extend the outdoor café season for the entire calendar year of 2021. In fact, the outdoor cafes were permitted to stay open from April 15, 2020 to December 1, 2021. Having the ability to set outdoor tables at will to help social distance, expand restaurant capacity and make diners feel more comfortable, helped generate some economic activity over the winter. In 2020, the City worked with the WPBID to temporarily amend the city’s sidewalk café ordinance to permit additional and expanded sidewalk dining and to significantly lower permit fees. This initiative was very popular and more than doubled the number of restaurants obtaining outdoor café permits. The WPBID advocated on behalf of its members in 2021 for the same accommodations.

Effective May 15, Office spaces could expand from 50% to 75% capacity, and capacity limits on gyms and fitness centers outside of New York City could expand from 33% to 50%.

This regulation change encouraged large businesses to begin putting their “return to work” plans into effect, resulting in welcoming office workers back into downtown. Still, the hybrid work model has persisted, charging the WPBID to engage workers in White Plains, as well as residents who may formally have been regular commuters to New York City or elsewhere for work.

As of June 15, over 70% of adult New Yorkers had received at least the first dose of the COVID-19 vaccination and the rate of new cases had plummeted to the lowest levels in the nation. Given New York’s progress and the diminished risk of the virus within the community, the State lifted most COVID-19 restrictions, except the mask requirement for unvaccinated individuals and in certain settings (e.g., health care) as advised by the CDC. In response, the WPBID started to produce regular live events again to invigorate the

downtown streets and entertain outdoor diners, shoppers, and strollers, encouraging economic and cultural stimulation in the area. The WPBID developed new programming such as the After WORKout series to help the fitness industry that was one of the hardest hit during the pandemic.

Emmy-Award winning producer Alan Goldsher spotlighting White Plains BID businesses

New Yorkers with compromised immune systems became eligible for booster shots in August, which rolled out to the general public quickly. Schools were able to reopen to inperson learning in September with all students and teachers masked and social distancing.

Due to the rapidly increasing number of cases in December 2021, Gov. Kathy Hochul enacted the Vax or Mask mandate, giving businesses the option to check vaccination statuses as a means of entry or if the status was unknown, all had to wear masks. The new measure brought added layers of mitigation during the holidays when more time is spent indoors shopping, gathering, and visiting holiday-themed destinations. Immediately, the WPBID notified the downtown businesses and coordinated with the City of White Plains and Westchester County to print and distribute uniform signage and masks. The WPBID is grateful to the City of White Plains, County of Westchester and State of New York for taking immediate action during the surge to mitigate risk and keep businesses open.

10

New Business Openings

Cravin’ Jamaican

J-Joe Berrylicious

914 Exotics

The Pop Up at KOI Creative Space

11

Bello’s Mexican Grill

Falafel Place

The Opus, Westchester

Greca Mediterranean Kitchen + Bar

New Businesses (Not Pictured) • • • •

Addicted to Ink Fogo de Chao The Avenue MINT Restaurant and Lounge

• • •

The Private Shop Pisco Sour Bar Chazz Palminteri Italian Restaurant

12

Events and Business Promotions

Mayor Tom Roach, Former City Council President John Kirkpatrick, County Executive George Latimer, City Councilman Justin Brasch, WPBID Board member Nick Wolff, WPBID Executive Director Brittany Brandwein, and Holy Crab owner Wei Ye

13

White Plains Restaurant Month Saturday, January 2 – January 31

For the first time, the WPBID hosted a restaurant month, hyper local to Downtown White Plains. It was a month dedicated to help drive sales at local eateries and support them during a historically less active time of year. The fee for BID members was waived and more than 20 restaurants participated. Due to such diverse dining selections, each restaurant was given free range, within the given price points of $20.95 for lunch, $30.95 for dinner or $40.95 for the 2nd tiered dinner. Given the uncertain times, a takeout option was available as well. The WPBID produced a TV commercial that reached an additional 14,000 people when shared on Facebook, a radio ad, received sponsorship from Westchester Magazine, created various print ads throughout the downtown, including bus shelters, hosted giveaways on social media and an Instagram takeover from a local influencer with over 22,000 followers. Some restaurants reported their highest sales in January, despite the pandemic.

14

Fitness February

February 1 – February 28 Fitness February, the second part of the WPBID’s Winter Outlook series was a month highlighting gyms and fitness boutiques in downtown White Plains. Over 17 businesses participated showcasing their diverse and already existing offers. Brand awareness was key to this effort as many of the participating businesses were shutdown for grand lengths of time during the pandemic and marketing them as open and ready to receive clients, whether in person or virtually, was valuable to them. This program was target marketed to White Plains residents and fitness enthusiasts, and also included a produced radio commercial, social media marketing and giveaways.

FITNESS

FEBRUARY

FEB. 1–28

VIRTUAL OPTIONS AVAILABLE

Programs & offerings from your local fitness businesses

wpbid.com

MEDIA SPONSOR

15

MARCH into Self Care March 1 – March 31

The culminating event of the WPBID’s Winter Outlook Series was MARCH into Self Care. It was a month filled with specials to entice patrons downtown with 25% off services at salons, barbershops, masseuses, acupuncturists and medispas. Continuum 57 signed on to sponsor this event and provided all participating businesses with branded travel hand sanitizers to distribute to their customers. Ad placements existed on News12, the Examiner, the Journal News and Westchester Magazine (sponsor). Westchester based family blogs and influencers highlighted the month, as well as print and digital ads throughout the downtown. As a result, some businesses reported new clients while others were able to show their appreciation to their loyal existing clients.

Some salons were also able to secure appointments well beyond March by extending their offers.

16

Downtown White Plains Wing Weeks

April 11 – May 8 White Plains Wing Walk became Wing Weeks in 2021. An event that spanned over 4 weeks to accommodate social distancing, Wing Weeks offered a contactless ordering system to allow patrons to purchase tickets. Each ticket included four passes to claim a dozen wings at any of the 15 participating restaurants. The pre-ticketed event enabled a portion of sales to be allocated back to the eateries. A digital PassKit was used to hold the passes on a smart phone and redeem at any of the participating restaurants with a unique redemption code. In the 4-week time span, over 400 tickets were purchased and more than 16,000 wings were consumed in downtown White Plains. Patrons also had the opportunity to vote for their favorite wings, crowning Alex Lounge the winner for 2021.

17

Cinco de Mayo

On May 3, in honor of Cinco de Mayo, The WPBID along with LeVino Wine Merchant hosted a virtual Tequila Tasting.

Over 600 people viewed the video.

Additionally, the WPBID lived streamed a mariachi performance from a downtown business on Facebook, which received over 900 views. Nine downtown restaurants offered specials for the festive time of year.

18

Downtown Dine & Drive In Tuesday, May 25th at 7pm

Kicking off the summer season, the WPBID hosted a Dine and Drive-In movie theater showing Captain America the First Avenger. The event took place, like 2020, in the eastern half of the Waller/Maple lot, which allowed pre-registered cars to enter the parking lot and enjoy the movie in the comfort of their car. The event sold out in 2 weeks and allowed approximately 50 cars or 200 guests to watch the movie.

Additionally, 7 neighboring restaurants participated with specials including to-car delivery.

19

Music in Motion

Thursdays from June 10 – July 8 This outdoor event program activated the downtown by bringing live music back, New Orleans style. Every Thursday in June from 5:30pm to 7:30pm, a band strolled the downtown while playing feel-good music and pausing briefly near various sidewalk cafés to entertain outdoor diners. The bands marched throught the BID uplifting spirits. People were dancing on the sidewalk, singing along and cheering on the bands, as well as requesting songs. A map was created to highlight all restaurants with outdoor dining.

Ocean Avenue Stompers

Dennis Richtmant +Tanar Korn

Shag Horns

20

After WorkOUT Series every Wednesday from July 18 – August 18

Summer 2021 brought many workers back to the City and provided an opportunity to support the fitness industry, one that particularly was hit hard by the pandemic. This event series in White Plains Plaza, sponsored by Ivy Realty Services, was inspired by the COVID-19 cases decreasing in New York and regulations being lifted. BID fitness establishments created an outdoor workout program with social distance in mind and highlighting their individual practices. The first 15 reservations for each class received a free yoga mat. Other wellness businesses from the area set up onsite to promote their services and the WPBID team highlighted surrounding restaurants’ “healthy” options to promote their offerings as well.

21

White Plains Jazz Fest September 9 - 12

The four-day Jazz Fest was a product of an annual partnership between the BID, ArtsWestchester and the City of White Plains. Live audiences were able to view an outstanding roster of current and rising jazz artists from Westchester and NYC. Highlights of the festival were a Jazz Stroll through the BID, a Dinner and a Show on White Plains Plaza and a culminating event on Court Street with five different bands on stage throughout the day. The Jazz Stroll serenaded outdoor diners at local restaurants on a Saturday afternoon. The first-time Dinner and a Show program featured Peter and the Wolf and a contemporary Jazz Mosaic by Carole Alexis Dance Theatre, while Via Garibaldi served a three course, family-style meal to ticket holders. Patrons were also allowed to view the performance complimentary in

a designated partial view area near the stage. Both reservations sold out. The Sunday culminating event had more than 425 attendees with reserved seating and social distancing. With designated seating, attendees were able to come and go as they pleased and enjoy a meal from a local downtown restaurant, while having a drink on site.

Jazz Stroll with Alphonso Horne and the Gotham Kings Dinner and a Show with Carole Alexis Dance Theatre and Via Garibaldi

Ray Blue Quartet with Special Guest Samara Joy at Culminating Event

22

Zombie Walk

Saturday, October 23 The 4th annual Zombie Walk was held on October 23 from 10am to 2pm, a partnership with the Galleria White Plains and the Haunt of Rocky Ledge. Participants dressed up like zombies and shuffled through the downtown. Makeup artists were available at the Galleria for the first 2 hours to give participants finishing touches to their monster makeup. Afterwards, the group walked through the downtown highlighting more than 17 business specials offered exclusively to the zombies. A promotional video was created to highlight the event. There were kids’ activities available and creepy contests for all ages.

23

White Plains Holiday Market December 5 -December 19

In 2021, the Holiday Market expanded to Court St. and Renaissance Plaza. The WPBID partnered with the City of White Plains and 914PopUps to host the annual event from 11am – 7pm daily. Shoppers were able to enjoy various products from artisans, most local to Westchester, to complete their holiday shopping. Six BID businesses set up satellite shops, including the new year-round Pop Up store at KOI Creative Space. Additionally, there was food and beverages for on-site consumption available and several weekend activities. These activities included a visit from Santa, a Toy Soldier Stilt Walker and the Grinch. The event included numerous sponsorships including Platinum Sponsor Galleria White Plains.

The event resulted in more than $600,000 in direct sales, and an indeterminable amount of indirect sales to small businesses.

WHITE PLAINS

Holiday

Market

D E CE M B E R 5TH - 19 TH Court St. at Renaissance Plaza 11am - 7pm daily Featuring 60+ Vendors & Artisans Food & Drink Christmas Tree Farm Free to Enter wpbid.com/holidaymarket

Brought to you by:

Sliver Sponsors:

Platinum Sponsor:

• Cappelli Organization • Caspi Development Company • The Gino Bello Homes Real Estate Team • Co-Communications

Gold Sponsors:

• Sonesta White Plains • Van Houten Farms • Aggreko Entertainment • Upsilon Entertainment Group

• United Rentals • Webster Bank

New York State recommends wearing a mask in indoor public places and in crowded outdoor areas to help prevent the spread of COVID-19.

24

Street Cleaning & Beautification The pedestrian experience became of utmost importance in 2021. More attention was on the main corridors of downtown White Plains with many New York City dwellers migrating north and with much of the population working remotely from home, a local café, or one of our flexible office spaces in the downtown. Therefore, in the Summer of 2021, the WPBID purchased 15 new planters and had them placed to help beautify high trafficked areas.

These 36” cube, fiberglass planters were planted with 4 foot tall Emerald Green Arborvitae surrounded by annuals. This installed greenery all year round along Court Street, Martine Avenue and East Post Road, where planters historically were not placed. As the downtown retail landscape has changed, so has the need to beautify all the streets of the BID. The trees particularly gave life to Court Street, which along with investments made by the City of White Plains into the street, has become a public event space for many of the large activations in the downtown. This year’s events that benefited from the new plantings were the White Plains Jazz Fest and the White Plains Holiday Market. The new planters joined the 34 additional BID planters and two tree wells along Mamaroneck Avenue, the City’s numerous planters and the White Plains Beautification Foundation’s gardening along the main corridors.

The WPBID’s beautification and street cleaning are supplemental to those 25

already being performed by the City of White Plains. These efforts dramatically enhance the visual appearance and cleanliness of the downtown at large.

The WPBID maintains a four-person Clean Team that is responsible for sweeping up loose litter on downtown sidewalks, as well as replacing trash bags in the 95 trash receptacles that are located within the BID. The WPBID’s Clean Team works 4 hours a day, 7 days a week, 52 weeks a year to help keep the sidewalks free of litter. Full bags are left at the curb by the WPBID clean team for pickup by the City’s Department of Public Works (DPW). The WPBID coordinated once again with the City’s DPW to install a new solar powered trash can at the corner of East Post Road and Waller Avenue in honor of Earth Day 2021.

The WPBID’s Clean Team also provides the labor to remove gum from the BID’s sidewalks. Each gum spot is removed with a patented machine from GumBusters. The machine uses a non-toxic solution and steam to remove the gum in an environmentally friendly manner as opposed to power washing, which uses thousands of gallons of water. In 2021, gumbusting activities were reinstated in the Spring and Summer as COVID-19 numbers were decreasing and people began to feel more comfortable strolling together, shopping and dining outside.

EA ST V IE W

E

ET

AV EN

AV

D

E DG

UE

LE

UR E

CK

UE

IE L

ST RE

RO

R PA

UR ST

City Planters

K

CH

BID Planters

EN

NF

LA KE

RN

TE R

TU

SI DE

CH

HI LL

AV

CA

Planters - Spring 2021

RE ET

E AV Suggested addl. planters ER RK

NU

E

ET

W IN DS OR TE

RO AD

FR

Y WA

AN CE

RE

E

HB

IS S

ST

R

NA

LEX INGT

SQ

ET

AN

KL

IN

AV

EN

UE

TY

RE

CI ER NT CE TYAR UR

UA

WESTCHE STER AVENUE

D

NUE ON AVE

CO

PARK REN.

IN MA

AC

UT

ET

YD

RE

RE

NOR TH

CITY HALL

RR

SO

ITE WH AINS PL AZA PL

RO

ST

UE

ON

CH

EN

J. C

UR

E.

CH

PL

AV

N

RE

AD

GE

TO M IL

ST

K AR SP Y WA

T TA

3 HA

3

3

A IN

RO

3

M

B IT

AV

N

HB

TO M IL

RT

CO

DMV

HA

6

E

NO

EY BERKEL E COLLEG

U EN

T IB

BA

MA IN

STR EET

SAN CE REN AIS ZA PLA

1

1

STR EET

SOU TH

1

LEX ING

1

3

AR ON

L PL

AC E

HIRA M STRE ET

8

3 E.

PO

ST

RO

3 1

31 3 1

AD

3 LY ON

3 1

1 3 3

UE

3 1

AV EN

UE

3 1

1

HA LE

AV EN

5

3

T

FIS HE

CH EL

EC K

P

4

RE ET D ST

RO

OFFICES

GR AN

AR

UE

M IT

3

VD JR . BL

QU

S AS

AV EN

3

1

NG ER KI

COUNTY COURT HOUSE L FEDERAHOUSE COURT

COUNTY

TH IN LU

PUBLIC LIBRARY

M

NE AR TI

M AM

E

MA RT

NU NE AVE

1

3 1

DR .

NUE TON AVE

MA RTI

PUBLIC SAFETY

2

3

COU RT

1

ET MAIN STRE

MA PLE

PL

1

R CT

7 CH

2

ES TE RA V EN

CR

AD

FIRE HOUSE

LL PL

RO

WE

T

UE

OM

MA

PL E

AV EN

UE

3 AR T

WAL

UE

DW

LE R

AY

AV EN UE

ST

GV IE

IS ON

LO N

DE NN

AV EN

OA H BR

CA RH

YMCA

SO UT

E.

S PO

E W AV

RU TH

ER FO

RD

AV E

26

AVE NU

E

Financials

The COVID-19 pandemic significantly impacted the profitability of private sector businesses and not-for-profit organizations throughout the United States in 2021. The WPBID was similarly impacted, as most of the WPBID’s major events in 2021 were cancelled or substantially modified to comply with Covid 19 restrictions. This significantly impacted Special Event revenue, which was down 75% from the previous year. Total Revenue declined by 17% from the previous fiscal year.

The decline in event revenue was accompanied by a 44% decline in program expenses and 24% decline in total expenses. The effort to reduce expenses enabled the WPBID to end the fiscal year with a total net revenue of $27,021.

Statements of Financial Position

Revenue

June 30 2021

2020

ASSETS Cash and cash equivalents Accounts receivable Deposit and prepaid expenses Property and equipment, net

990,145 1,000,000

$498,275

$466,111

11,854

18,052

8,109

15,731

879,995

859,155

900,000

933,851

904,550

810,455

800,000 700,000 600,000 500,000

40,875

25,726

$559,113

$525,620

400,000 300,000 200,000

LIABILITIES AND NET ASSETS

100,000 0

Liabilities Accounts payable and accrued expenses

$6,062

$2,560

Note payable

54,734

50,538

Deferred Rent

2,130

3,356

62,926

56,454

Total Liabilities Net Assets

27

2018

2019

2020

2021

Expenses 1,200,000

1,031,758

1,000,000

856,713

827,834

863,070

899,603

783,434

600,000

496,187

With Donor Restrictions Total Net Assets

2017

800,000

Unrestricted Without Donor Restrictions

2016

467,954 1,212

496,187

469,166

$559,113

$525,260

400,000 200,000

0

2016

2017

2018

2019

2020

2021

As of June 30, 2021, the WPBID had total net assets of $559,113. Total liabilities as of June 30, 2021 were $62,926 inclusive of accounts payables, accrued expenses and deferred rent. The WPBID uses its cash assets to make yearly investments in downtown streetscape improvements, such as solar powered trash compactors. Prudent cash management has enabled the organization to avoid major cash flow issues when the economy faces a considerable downturn, such as during the ongoing COVID-19 pandemic.

Statements of Activities Year Ended June 30,2021 W/O Donor Restrictions

With Donor Restrictions

Year Ended June 30, 2020 W/O Donor Restrictions

Total

With Donor Restrictions

Total

REVENUE AND SUPPORT Contract with the City of White Plains

$700,000

-

$700,000

$700,000

58,745

-

58,745

231,659

1,212

232,871

1,172

-

1,172

980

-

980

50,538

-

50,538

-

-

-

1,212

(1,212)

-

45,725

(45,725)

-

Total Revenue and Support

811,667

(1,212)

810,455

978,364

(44,513)

933,851

EXPENSES Direct program expenses Salaries Payroll taxes Employee benefits Rent Professional fees Travel and lodging Office Telephone Dues and subscriptions Postage and printing Depreciation Payroll charges Miscellaneous

342,743 274,349 21,326 17,393 47,256 22,175 1,759 27,996 6,405 3,395 4,189 7,716 6,407 325

-

342,743 274,349 21,326 17,393 47,256 22,175 1,759 27,996 6,405 3,395 4,189 7,716 6,407 325

617,011 246,875 18,140 18,030 47,256 18,738 6,995 33,796 6,449 2,072 3,642 6,063 5,688 1,003

-

617,011 246,875 18,140 18,030 47,256 18,738 6,995 33,796 6,449 2,072 3,642 6,063 5,688 1,003

783,434

-

783,434

1,031,758

(44,513) 1,031,758

28,233

(1,212)

27,021

(53,394)

(97,907)

467,954

1,212

496,166

521,348

45,725

567,073

$496,187

$-

$496,187

$467,954

$1,212

469,166

Sponsorships and Contributions Interest Paycheck Protection Program Loan Forgiveness Net Assets Released from Restriction

Total Expenses Change in Net Assets

- $700,000

NET ASSETS Beginning of year End of year

28

Sponsors • A&A Maintenance

• New York Power Authority

• Cappelli Organization

• Ritz-Westchester Residences

• Caspi Development Company

• Saber Real Estate

• Co-Communications

• Silverman Realty Group

• Continuum 57

• Sonesta White Plains

• Galleria White Plains

• Van Houten Farms

• Gino Bello Homes Real Estate Team

• Webster Bank

• Heineken USA • Ivy Realty Services • Lincoln White Plains • Minskoff Grant Realty & Management Corp.

29

• Westchester Magazine • Westchester One • White Plains Hospital

Executive Board Bonnie Silverman

Robert McGuinness

Alan Goldman

Karen M. Pasquale

Chairwoman, Silverman Realty Group, Inc. Vice Chairman, Alloy Printing

Michael Traynor Treasurer, Webster Bank

Kite Realty Group

Mayor’s Appointee, City of White Plains

Sergio Sensi

Commissioner of Finance, City of White Plains

Ann Bernstein

Houlihan Lawrence Real Estate

Board Members

Nicholas Wolff

Common Council Appointee, City of White Plains

Greg Belew

LMC, A Lennar Company

Edward Birdie

Brian Mahon

Yaniv Blumenfeld

Sean Meade

Josiah Brock

Tom Miles

Michael Calano, Esq.

Jeannie Minskoff Grant

Tammy Cuomo

Lauren Morris

Christina Damiano

Gina Ann Perriello

Elizabeth Devlin

William Perry

Taisha Gonzalez

Manny Polloni

New York Power Authority

Hudson Grille and Lilly’s

Glacier Global Partners

Cambria Hotels

Marx Realty

Pacific Retail Capital Partners

Calano & Culhane, LLP

Minskoff Grant Realty and Mgmt. Corp.

Reckson

Resident

Ivy Realty Services, LLC

Nicjo Realty Company

Resident

Cappelli Organization

Signature Acupuncture Studio

Polloni & Weiss Realty Co.

Andy Kimerling

Counsel Paul Bergins, Esq.

Westchester Road Runner

Stuart Levine

LeVino Wine Merchants

In Memoriam Paul Dillane (January 2007- June 2020)

Staff Brittany Brandwein Executive Director

Andres Chiu

Graphic Designer

Alison Malecot

Social Media Marketing Manager

Kevin Nunn

Special Advisor

Jennifer Tillerson Events Manager

@WhitePlainsBID

@whiteplains.bid

Photo & Design Credits Cover: Andres Chiu; Pg. 3-4: Andres Chiu; Pg. 7-8: Danielle Foti; Smartphone mockup by Zee Que; Pg. 7-8: Alison Malecot; Andres Chiu Pg. 9-10: Alison Malecot, Pg. 11-12: Danielle Foti, Alison Malecot; Jennifer Tillerson; Pg. 13-18: Danelle Foti; Pg. 19-20: Danielle Foti; Brian Bochow; Alison Malecot; Pg. 21-22: Danielle Foti; Jennifer Tillerson; Alison Malecot; Pg. 23-24: Andres Chiu; Alison Malecot; Pg. 26: Alison Malecot This report was designed by Andres Chiu. @WhitePlainsBID

White Plains Business Improvement District

30

www.wpbid.com P: 914-328-5166 F: 914-328-5168 235 Mamaroneck Avenue, Suite 200 White Plains, NY 10605

31