A New Approach to Land Use Consulting
In today’s environment of increasingly well-organized and politically-savvy communities, successful land use and development projects often require the creation of thoughtful, comprehensive public affairs campaigns. Developers need to be provided with timely information and open lines of communication with local officials, neighborhood groups and media, and it is more important than ever to be up-to-date on exactly what is happening at the local level.
Yoswein New York’s track record in government affairs, community organizing and public relations – coupled with our strong relationships throughout New York City’s political and media worlds – has made us the “go-to firm” for development projects throughout the City. Recent projects have included IKEA Brooklyn, Flushing Commons, Dock Street Dumbo, the Gateway Center in East New York, the City’s Coney Island Rezoning Plan and one of NYC’s first “green” luxury hotels on 40th Street in Manhattan.
Comprehensive Strategies for Land Use Approvals
When IKEA identified a former shipyard on the waterfront in Red Hook, Brooklyn as the potential site for their first New York City store, one of their first tasks was to retain YNY to develop a comprehensive strategy for securing land use approvals. The overall “campaign for IKEA,” as it became, was multi-faceted, but built around a central guiding principal: That the Red Hook community would ultimately support the IKEA proposal if IKEA clearly demonstrated that it would support, benefit and earn the respect of the community. This core value guided all of the project’s governmental relations, community organizing and media activities, and led to nearly unanimous support at every level of the City’s Universal Land Use Review Procedure (ULURP). It also reinforced the value of earning the support of the neighborhood, rather than simply trying to buy support with check presentations and photo ops.
YNY designed and implemented a comprehensive, coordinated campaign that featured a wide range of strategies and tactics, including:
- Detailed public opinion polling to guide message development
- On-the-ground community organizing
- Direct mail and advertising
- Grass roots campaign efforts, including postcard and letter writing campaigns
- Pro-active public relations activities, including media events and press conferences
Once the project received its approvals, YNY oversaw the implementation of many of the project’s community benefits, including the creation of a state-of-the-art, $500,000 job training initiative and a local hiring “head start” program that were centerpieces of this community-friendly development project.