Game On! Programming for Water Street in Downtown New York
HR&A developed and implemented the Game On! programming initiative for the Alliance for Downtown New York, transforming Lower Manhattan’s Water Street Corridor from a staid financial district into an active neighborhood playground. Working with Auster Agency and 3×3 Design, we planned and executed a summer-long series of pop-up installations including mini-golf, beer gardens, and beach installations that attracted visitors aged 25-33 (37% of participants) and achieved 60% brand recognition while supporting local businesses through strategic programming and promotional partnerships.
The Water Street corridor was historically dominated by insurance company headquarters. And lacked vibrancy outside traditional business hours. The Alliance for Downtown New York sought to leverage these spaces to create a more dynamic downtown environment that would attract residents, workers, and visitors throughout the day and evening. HR&A’s approach combined distinctive programming with strategic placemaking, collaborating with design and marketing specialists to create play-oriented installations that encouraged new ways of using public spaces while supporting local businesses through integrated promotional strategies and incentive programs.
The Game On! program successfully activated the corridor from June through Labor Day 2014, creating a series of engaging public space experiences that drew diverse audiences including young professionals and extended activity beyond traditional work hours. The strategic programming approach included targeted branding, dedicated website development, and promotional partnerships with local cafes and restaurants that created economic benefits for existing businesses while establishing new patterns of neighborhood use. This work contributed to the broader revitalization of the Water Street corridor alongside complementary initiatives including WiFi programs and public space improvements, demonstrating how strategic programming can transform underused urban areas into vibrant community assets. The success of Game On! established a replicable model for activating financial district spaces and contributed to the Alliance’s ongoing commitment to creating a more livable and engaging downtown environment.
