White Plains BID Annual Report 2022

Message from the Chairwoman and Executive Director

We are proud to issue our 21/22 Annual Report, which details the activities and accomplishments of the White Plains Business Improvement District.

If a phrase best captures this point in time for our downtown, it would be New Places, New Faces. Let’s start with places. The residential development boom changing the skyline of our downtown continues, with the construction of 5,000 new units, on top of the 1,738 units built since 2015. Cumulatively, these projects could bring an additional 10,000 – 12,000 residents to White Plains, a great majority of them who will live, and most definitely utilize, our downtown. This fall, The Mitchell, a two-tower mixed-use development and one of the first of these exciting next wave additions, held their ribbon cutting in the heart of Mamaroneck Avenue, giving us an exciting taste of what’s to come. A groundbreaking ceremony occurred at the site of the former White Plains Mall in December, heralding the start of a development process that will result in four multifamily buildings, 860 rental apartments, dining, retail and other commercial spaces, as well as underground parking. The Galleria White Plains is also slated to cease business as of this spring to prepare for redevelopment, with new residences and amenity-based retail to follow.

One could be forgiven for losing track of all of these details, so we have prepared an extra special spread in this year’s annual report mapping the developments, complete with easy-access QR codes linking to recent press on many of these projects for further perspective. In that same spread you’ll find featured a number of new businesses that opened in the 21/22 calendar year. Our hot retail market has kept our ribbon-cutting skills sharp!

As for the “new faces” we mentioned? In addition to the incoming wave of new residents and business owners that we are prepared to welcome, please meet Jennifer Furioli, our new Executive Director, whose immediate past experience includes running the Jamaica Center BID in Queens, with prior positions at the Downtown New Rochelle BID, Lincoln Square BID (Manhattan) and New York City’s Department of Small Business Services, the government entity overseeing the City of New York’s portfolio of BIDs. Jennifer has replaced Brittany Brandwein, who departed this fall after a long tenure with this organization (first serving as the BID’s Director of Events and Business Promotions from 2013 -2019, before becoming the Executive Director in 2019.) We thank Brittany for her contribution to downtown White Plains. Our longstanding Board and new Executive Director look forward to continuing to serve downtown with both care and creativity.

If YOU are a new face to the downtown (or simply a longstanding constituent that would like to reconnect) please reach out! While change is inevitable, we remain consistent in our commitment to building community in this dynamic business district and neighborhood, and wish to welcome and engage you.

JENNIFER FURIOLI EXECUTIVE DIRECTOR

BONNIE SILVERMAN CHAIRWOMAN

At A Glance

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 (businesses), 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.

WPBID Programs:

• Street Cleaning and Beautification

• Special Events

• Marketing Promotions and Social Media

• Outreach, Liaison and Business Assistance Services

• Public Art Programming

Source: White Plains BID

BID AREA MAP

Approved or Proposed

Under Construction

Completed

A brief sampler on some of the many exciting developments occurring downtown: City of White Plains Planning Hub:

The Galleria White Plains is Getting an Update:

How Thousands of New Rental Units Are Changing the Face of White Plains:

Hamilton Green Brings Mixed-Income Housing to White Plains:

Juliette Luxury Apartments Will Welcome Residents in White Plains:

Two Residential Developments in Downtown Get the Green Light: Construction Breaks Ground at 25 North Lex:

White Plains Hospital Plans

Another Building:

Source: Esri Community Maps Contributors, County of Westchester

New Business Openings

Aethics MedSpa

Colombian House

Pamplemousse Project

Shah’s Halal Food

Static Hair Salon

Smoke x Blazy

5th Dimension VR

Catrina Taqueria Copy and Art

Street Cleaning & Beautification

A Strong Sweep

Thriving downtowns are clean, beautiful, and well-maintained. Since our inception, we have ensured that our sidewalks sparkle with daily litter cleanup, thanks to our Bumblebees Clean Team. Sporting can’t miss bright yellow caps and pushing rolling waste receptacles, our team traverses the BID district seven days per week, 52 weeks per year sweeping up loose litter on our sidewalks and curbs. The Bumblebees also replace nearly 2,000 bags per month in the BID’s 95 trash receptacles, preventing unsightly and unsanitary spillover. These services are supplemental and not in replacement of the efforts already being performed by the City of White Plains and the adjacent retailers and property owners. The extra 5800+ hours of cleaning dramatically enhances the visual appeal of the downtown.

Beautiful Blooms

What’s better than a clean downtown? A clean and green downtown. Our horticultural program is designed to enhance the streetscape and delight pedestrians as they traverse our business community. Forty-nine planters containing a variety of evergreens and annuals dot our most populous thoroughfares on Mamaroneck Avenue, East Post Road, Court Street, and Hamilton Avenue. These seasonal displays are tended with regular watering and oversight using an outsourced horticultural partner. We also maintain two tree pits. Our efforts are complimentary to the significant plantings also conducted by the City of White Plains and those of the White Plains Beautification Foundation in our downtown.

A Sticky Situation

Every summer we find ourselves in a sticky situation. We’re talking about bubblegum! More specifically, the bubblegum stains marring our sidewalks. Luckily, there’s a solution for that. Our GumBusters machine makes its appearance each warm weather season, steaming these pesky bits off the concrete in an environmentally-friendly fashion… and likely saving the soles of hundreds of fashionable shoes annually.

Social Media and Other Marketing

Social Media

As social media has evolved into one of the primary go-to’s for consumers and residents seeking hyperlocal information, so has our strategy. We are active on the major platforms (Facebook, Instagram, Twitter and LinkedIn), where we post our own content, amplify (re-post) that of our area businesses, and partner with influencers to create additional buzz and reach.

An Increase in Followers

At the end of 2022, the WPBID’s Facebook page had 4,972 followers, a 9% increase from the end of 2021 (at 4527). Twitter had 695 followers at the end of 2022, a 4% increase in followers (from 667). Instagram had the greatest increase in followers with 4,134 at the end of 2022, an increase of 46% (from 2828) since the beginning of the year. On Twitter, the WPBID posted 213 total tweets in 2022, with an average of 209 impressions per tweet and a 4.9% engagement rate. On Facebook, there was a total of 142 posts with an average 4% engagement (4.2% reach, 3.3% page visits, 4.6% new likes) rate. The 165 posts on Instagram resulted in approximately a 14.9% engagement rate increase over the last 90 days, above industry standards. Social media posts also included over 2000 Instagram Stories, which had an average reach of 202 per post.

Keeping It Entertaining…With Prizes!

In 2022, 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. Other contests included MARCH Into Self-Care Madness, 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 were purchased. Throughout the year, WPBID collaborated with various local micro-influencers, promoting events and programs with sponsored posts. In addition to posting frequently on social media, WPBID increased the online presence of its events and programs with regular posts on The Patch, Nextdoor, and other local online calendars and blogs.

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 7,000 subscribers at the end of 2022, an increase of over 2,000 subscribers since the end of 2021. The WPBID released 55 weekly e-newsletters throughout 2022, plus 30 event-specific email blasts.

Small Business Saturday

We participated in the national marketing platform “Small Business Saturday” to boost holiday shopping in downtown. Small Business Saturday typically falls the first Saturday after Thanksgiving, in an effort to encourage people to give the same energy spent on Black Friday to their local and homegrown retail businesses as well. We embrace Small Business Saturday much longer, extending the marketing efforts through the end of our Holiday Market in mid-December. During this year’s two-week span, WPBID shared events and promotions from 28 small downtown businesses from various industries. 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 26, and Christmas Day.

Events and Business Promotions

White Plains Restaurant Month

Downtown White Plains is a dining hotspot for the city… and the county! With nearly one hundred eateries ranging from quick serve to fine dining in our BID boundaries alone, the menu of options are unlimited. Things become even more appetizing in January when we roll out Restaurant Month, nearly 30 days of special deals designed to bring foot traffic into our eateries during the slower time of the year. In 2022, the White Plains BID held its Second Annual Restaurant Month from January 3rd to the 31st. Each eatery was given creative license in determining their lunch and dinner menus within the given price points of $20.95 for lunch, $30.95 for dinner, or $40.95 for a second-tiered dinner. (With Covid-19 still a concern, take-out options were also available.) To spread the word, the BID ran a television commercial sponsored by Westchester Magazine, Heineken USA, and Continuum 57, and released various print ads. Social media giveaways and an Instagram takeover kept the buzz going. As a result, many of the participating restaurants reported January as their highest month of sales.

See the 2022 Restaurant Week Commercial Here!

Fitness February

Those who resolved to get fit at the start of the New Year had extra motivation to continue their healthy habits in February when the BID launched Fitness February (1st through the 28th). An effort to bring attention to the wide variety of gyms and fitness boutiques in downtown White Plains, Fitness February highlighted fifteen businesses (including the Complete Golfer, Evolve Athletic Club, Hourglass Women’s Wellness, Orangetheory Fitness, Phatburn, Pure Barre, and StretchLab, to name but a few!) with an assortment of promotions, including free trials, new member deals, workout bundles and contests with prizes.

To ensure the greatest reach, our BID produced a television commercial, ran targeted ads with Westchester Magazine, and sent direct marketing materials to area residents and concierges. Social media marketing and giveaways rounded out the campaign.

March Into Self-Care

The BID completed its winter series of local business promotions with MARCH into Self-Care, a mélange of hair, skin, and massage treatments cultivated to fight the winter blues! From March 1 to March 31, salons, barber shops and spas offered 25% discounts on select services, ranging from keratin treatments, to massage, to acupuncture, and of course–the classic cut and color. March into Self-Care was advertised via News12, The Examiner, The Journal News, Westchester Magazine (media sponsor) and digital ads throughout the downtown. Westchester family blogs and influencers also highlighted the month. Businesses reported gaining new clients, deepening relationships with existing clientele, and securing appointments well beyond March by extending their special offer. We are grateful to Continuum 57 for signing on as a leading sponsor and providing travel hand sanitizers to all businesses to distribute to customers.

Downtown White Plains Wing Walk

Our savory event, Wing Walk (sponsored by Heineken), brought people back together again on April 23, with the tempting opportunity to try two different wing flavors at each of the 15 participating restaurants within a two-hour window. Over 800 people attended, consuming more than 16,000 wings, with $25 collected per ticket and all earnings divided equally. Following the event, 75% of participants voted on the best wings in downtown White Plains, eventually crowning Delicias del Jireh’s “Wings a La Limena” the winner of 2022.

Music In Motion

Thanks to grant funding from Arts Westchester via the New York State Arts Alive regrant program, we livened up downtown with roving musicians every Thursday evening (5:30 - 7:30) during the month of May. Alfresco diners at our many sidewalk cafes (and lucky passersby!) were treated to a variety of tunes by Mariachi Sol Mixteco, Shag Horns, and the Brass Queens. Especially notable: the celebration of the Harriet Tubman sculpture on Renaissance Plaza with a brass arrangement of the beloved anthem, ‘Lift Every Voice and Sing’.

Rock White Plains

Over 2000 revelers filled Mamaroneck Avenue at Main Street on July 26th, when American rock band Spin Doctors, best known for their early 1990’s hits, Two Princes and Little Miss Can’t Be Wrong!, provided a rousing performance. Accompanied by a fun opening act by Sister Sparrow & The Dirty Birds and outdoor dining at picnic tables, concert-goers were able to dance, reminisce and introduce younger attendees to a few beloved songs from their youth. According to News 12, this “incredible” concert “touched multiple generations” and “left a smile on their face”.

Tunes in June

In partnership with Argent Ventures and Cushman and Wakefield, the BID collaborated with concert producer Doug Panero Presents to curate the Tunes in June musical series, every Thursday from 6 to 8 pm. Carsie Blanton, Jonah Smith, Couch and Danny Jonokuchi & the Revisionists made the sounds of summer all the sweeter for approximately 800 show-attendees. At the final performance, the audience was treated to a special bonus: a fashion show by local business Loola Doola Boutique with refreshments by Via Garibaldi.

Tunes at Noon

Between September 22 - October 27th, the BID, again with assistance from Argent Ventures and Cushman and Wakefield, proudly presented Tunes at Noon, an offshoot of the acclaimed Tunes in June series. Hosted at the White Plains Plaza every Thursday between 12-1 pm, this six-week lunchtime concert series provided a captivating escape from the ordinary lunch hour. Officegoers and passers-by alike had the pleasure of enjoying delicious takeout from nearby restaurants while listening to live music performances by pop/jazz vocalist Mariah Elizabeth, electric cellist Eyeglasses, guitar duo Frank Vignola and pop/funk singer-songwriter Becky Crosby.

White Plains Jazz Fest

A partnership between ArtsWestchester, the City of White Plains, and the White Plains BID, JazzFest (now in its eleventh year) has become a signature White Plains event presenting free and affordable jazz experiences to enthusiasts from Westchester and beyond. The 2022 festival took place September 1418, offering a variety of musical opportunities for everyone to enjoy, starting with an opening show by Grace Kelly, a multiple award-winning singer, saxophonist and songwriter who has released 13 highly acclaimed albums. Numerous additional performances were sprinkled across diverse venues (both indoors and outdoors), including Grace Church, the White Plains Library plaza, and on Court Street, many of them FREE or affordably-priced. The event culminated with the Jazz and Food Fest on Mamaroneck Avenue on the 18th which delighted an audience of 4,000 with five performances of captivating music, dancing, and delicious dishes from various BID restaurant vendors from 12:306:45 p.m.

OktoberFest

Prost! (That’s “Cheers!” in German to you.) On Sunday, October 9th, over 6500 local residents and tourists (some sporting lederhosen and dirndls, though not required) convened in the heart of Westchester County to mark the return of White Plains OktoberFest. People took delight in the German beers offered by Sam Adams, Heineken, Captain Lawrence, Angry Orchard, and Paulaner, sold by 12 of our participating restaurants–Archie Grand, Brazen Fox, Cantina Taco and Tequila Bar , Freebird, Hudson Grille, Lazy Boy Saloon, Lilly’s, Ron Blacks, Sundance Kitchen, Walter’s Hot Dogs, Whisky Lounge, and Wolf and Warrior. Walter’s Hot Dogs supplied seasonal food while Melina & the Oompahs played authentic German classics. There were a plethora of competitions, games, and family-friendly activities (including a hot dog toss!) sponsored by Zeiss. Everyone united in singing “Ein Prosit der Gemütlichkeit!”

Zombie Walk

The BID’s annual Zombie Walk was held on October 22 from 10 am – 2 pm in partnership with the Galleria White Plains and the Haunt of Rocky Ledge. Participants dressed up as the undead and traipsed around downtown. For the first two hours, makeup artists were available at the Galleria to help with completing participants’ spooky transformations. Wandering zombies were then invited to take advantage of exclusive deals offered at more than fourteen businesses. While some of the costumes were certainly scary, Zombie Walk remained at its core a family-friendly and welcoming day for all, with activities including a scavenger hunt and spooky contests to round out the experience.

White Plains Holiday Market

This year’s Holiday Market appeared on the bricklined Court Street with 46 charming glass-enclosed booths and a brand new addition: a large heated tent carrying a selection of ready-to-heat and gourmet food provisions. Local crafters, artisans, designers, home goods purveyors and more sold holiday gift seekers a variety of unique gifts ranging from fresh-made sangria, handmade bath salts, warm sweaters and hats, bespoke socks, to winter table arrangements and pine-wood ornaments. Eight heated igloos available for private reservations served as unique experiential dining pods for attendees to enjoy local takeout or bites from the tent. The BID partnered with the City of White Plains and 914 PopUps to host the annual event from 12pm – 7pm. Other attractions: regular visits from Santa Claus, the annual Christmas tree lighting to kick off the festivities, seasonal professional photo sessions, and cheery music playing along the street, along with hot cocoa and the traditional mulled wine of European holiday markets (Glühwein) available for sale at the BID wooden chalet. Special thanks to our Platinum sponsor, The Galleria, for providing power to this festive event.

Harriet Tubman: Journey to Freedom

Harriet Tubman was an escaped enslaved woman who became a “conductor” on the Underground Railroad, leading enslaved people to freedom before the Civil War, all while carrying a bounty on her head. But she was also a nurse, a Union spy and a women’s suffrage supporter. Tubman is one of the most recognized icons in American history and her legacy has inspired countless people from every race and background.

Ms. Tubman’s legacy and bravery were honored in White Plains during the months of April through June when the nine-foot 2,400 lb. bronze sculpture entitled Harriet Tubman: the Journey to Freedom by Wesley Wofford was placed at Renaissance Plaza as part of a larger traveling exhibition throughout the eastern United States. The BID and the City of White Plains partnered with 25 additional local community and faith organizations to highlight the statue’s presence in our city. A series of walks, talks, and events –most of them free–taught the public about Harriet’s extraordinary life, bravery, and heroism. Highlights of this special public art initiative included a celebratory ribbon-cutting ceremony on April 2 at Renaissance Plaza to welcome the sculpture upon arrival (attended by Tubman descendant Ernestine Martin Wyatt), Pre-K “Grab and Go” lantern activity kits from the local library, and a “Strawberry Trail”--a selection of menu items with strawberries (a favorite treat of Ms. Tubman’s) curated by the BID and its many restaurants. The White Plains Youth Bureau and the White Plains BID also partnered to organize a story walk. Through the month of May, families were invited to read portions of the children’s book “Before She Was Harriet” written by Lesa Cline-Ransome and illustrated by James E. Ransom via placements inthe storefronts of multiple downtown venues, a wonderful way to promote physical activity, literacy and family fun.

Financials

After a few challenging years due to the Covid-19 pandemic, our FY21/22 revenue increased back to pre-pandemic levels. This can largely be attributed to our ability to safely present our signature events again, which always attracts the support of a variety of sponsors. The ability to return to normal programming is also reflected in the increased amount spent on direct program expenses from the year prior. Both Summer Concerts and Rock White Plains returned along with many of our other events, and in FY21/22 we became a partner, not just a sponsor of the downtown Holiday Market, increasing our investment significantly in this important event designed to create community, support small retail and encourage shoppers to spend their dollars locally. In FY21/22 we needed to make some necessary upgrades to our IT systems in order to continue operating efficiently as an office, temporarily raising our office expense.

Statements of Financial Position

We ended the FY21/22 Fiscal Year with 51,689 in net revenue. As of June 30, 2022, the WPBID had total net assets of 547,876. Total liabilities were 72,217 inclusive of accounts payables, accrued expenses, deferred revenue and deferred rent. We are committed to the proper stewardship of our resources; thisincludes offering our members a transparent view of our financial and programmatic position. An independent firm audits our financial statements annually, and our 990 tax filings can be accessed for free on guidestar.com.

Statements of Activities

Sponsors and Supporters

• AAA Sunshine Realty

• Apple Bank

• Argent Ventures

• ArtsWestchester (New York State Arts Alive Regrant Program)

• Cappelli Organization

• Caspi Development Company

• Cambria White Plains

• Chosen Décor Events

• Continuum 57

• Cushman & Wakefield

• Digitze TV

• Galleria White Plains

• Gino Bello Homes Real Estate Team

• Greystar

• Heineken USA

• Lanline Communications Inc

• Lohud The Journal News

• Manor Sangria

• Manhattan Beer Distributors

• Minskoff Grant Realty & Management Corp.

• New York Power Authority

• Nicjo Realty

• Paulaner

• Party Line Tent Rentals

• Pedego Electric Bikes

• Rose Associates

• Ritz-Westchester Residences

• Samuel Adams

• Saber Real Estate North LLC

• SRG2 Partners, LLC

• Southern Land Company

• Soul Soundz Production

• The Mitchell Apartments by Quarterra

• The Premier Collection

• Webster Bank

• Westchester Magazine

• Westchester One

• White Plains Hospital

• Zeiss

We are especially grateful to our many City Agency partners (including, but certainly not limited to: Public Works, Parks & Recreation, Public Safety, Parking and Traffic, Planning, Buildings, Fire and the Youth Bureau), local businesses, community organizations and area stakeholders who have partnered with us this year to make our activities possible

Board of Directors*

Executive Board

Bonnie Silverman, Chairwoman

SRG2 Partners, LLC.

Alan Goldman, Vice Chairman

Alloy Printing

Michael Traynor, Treasurer

Webster Bank

Greg Belew

Quarterra

Ann Bernstein

Houlihan Lawrence, Inc.

Tom Merolle

Kite Realty Group

Ingrid Richards

Senior Advisor to the Mayor, Coordinator of Economic

Development & Public Information City of White Plains

Sergio Sensi Commissioner of Finance City of White Plains

Nicholas Wolff

Common Council Appointee City of White Plains

Tom Miles

Pacific Retail Capital Partners

Board Members

Yaniv Blumenfeld

Glacier Global Partners

Josiah Brock

Marx Realty

Michael Calano, Esq.

Calano & Culhane LLP

Tammy Cuomo

Reckson

Christina Damiano

Cushman & Wakefield

Wendy Frank

New York Power Authority

Taisha Gonzalez

Signature Acupuncture Studio

Andy Kimerling

Westchester Road Runner

Stuart Levine

LeVino Wine Merchants

Brian Mahon

Hudson Grille/Lilly’s

Sean Meade

Cambria Hotels

Jeannie Minskoff Grant

Minskoff Grant Realty & Management Corp.

Lauren Morris

Resident

Gina Ann Perriello

Nicjo Realty Company

William Perry

Cappelli Organization

Manny Polloni

Polloni & Weiss Realty Co.

*As of December 31, 2022

Corporate Counsel

Paul Bergins, Esq.

In Memoriam

Paul Dillane (January 2007-June 2022)

Photos & Design Credits

This report was designed by: Andres Chiu

Cover: Andres Chiu

Pg. 7-8: Alison Malecot; Smartphone Mock up Zee Que

Pg. 11-12: Alison Malecot; Stuart Bayer

Pg.15-16: Brian Bochow; Rich LaMance

Pg.17-18: Alison Malecot

@WhitePlainsBID

@WhitePlains.bid

@WhitePlainsBID

White Plains Business Improvement District

Jennifer Furioli Executive Director

Andres Chiu Graphic Designer

Jennifer Tillerson Events Manager

Martha Sabogal Bookkeeper

P: 914-328-5166

F: 914-328-5168

235 Mamaroneck Avenue, Suite 200 White Plains, NY 10605