Massachusetts Convention Center Authority (MCCA)
HR&A developed the conceptual programming strategy and business plan for The Lawn on D, transforming a 2.7-acre space into Boston’s Innovation District’s most popular destination. Working with the Massachusetts Convention Center Authority, we created a catalytic programming vision that has drawn over 30,000 visitors annually and established a new model for innovative urban placemaking that has gained national recognition.
The Massachusetts Convention Center Authority needed to activate an underutilized space along Boston’s D Street Corridor, creating a destination that would serve residents, workers, and conventioneers while driving neighborhood revitalization. HR&A developed a comprehensive programming strategy that emphasizes play and cultural interaction through interactive playscapes, high-impact art installations, diverse events, and local food concessions. This vision positioned The Lawn on D as Boston’s premier flexible event space, combining experimental programming with traditional park amenities to strengthen the convention center’s connection to the surrounding urban fabric.
Since opening in 2014, The Lawn on D operates seven days a week with a mix of recurring programming like daily fitness classes and weekly movie screenings, alongside special events including food festivals, art exhibitions, and ticketed concerts. HR&A translated this programming vision into an implementable strategy, creating the business and operations plan, overseeing vendor selection and management, and providing ongoing performance analysis to inform future operations. The park has gained national recognition as an innovative placemaking model, receiving numerous awards for its programming and design while becoming a well-loved fixture in Boston’s rapidly evolving Innovation District.
