New York City Economic Development Authority
New York, New York
MRA was engaged to develop a brand engagement program to re-position Coney Island, a storied historic destination, into a revitalized oceanfront attraction and entertainment corridor.
The brand engagement strategy focused on an illumination of the “parachute jump” tower as vertical media icon, the development of six blocks of the boardwalk / entertainment and performance district, and the re-positioning of the Surf Avenue corridor as an urban artscape. MRA’s concept for a “Teatro Urbano” - the street as theater - was the foundation for a program of 40 venues, attractions, iconic features and events to re-position Coney Island as an urban entertainment and arts destination.