The White Plains Road
BID augments NYC services in the areas of sanitation,
advertising/promotions, holiday lighting and beautification/ambiance.
The goal of these services is to create a shopping district where
the public can shop in relaxed comfort.
That has been enhanced by the reconstruction of the EL and Pelham
Parkway Station by NYCT. It is
the BIDís function to create an informal, clean, neat, uncluttered,
well-organized atmosphere in the shopping district so that the
customers/neighborhood residents will take full advantage of the many
benefits that are available to them in the shopping district.
The White Plains Road BID considers street cleaning one of
its most important responsibilities as the overall appearance of the area
makes a lasting first impression. To
that end, the BID has provided a myriad of garbage pails which have been
augmented by a generous donation of four solar compactors (Big Bellies) by
Bronx Borough President Ruben Diaz, Jr., and several large garbage pails
provided by NYC DOS. In
addition, the BID provides a uniformed street cleaner who sweeps the
sidewalks and curbs twice per day and regularly empties the garbage pails.
Additionally, there is a big problem with graffiti vandals.
Currently, the BID is working closely with NYPD 49th
Precinct, CB 11 and various community groups to rid the area of this
scourge on the environment. NYPD
has been having some success in identifying and arresting the vandals as
well as spearheading the removal of those unsightly artistic endeavors.
The White Plains Road BID views advertising as the
best way to publicize the uniqueness of the shopping district.
To that end, the BID has developed a comprehensive,
year-round advertising campaign with Bronx Cablevision through
Bee-Harris Productions. In
cooperation with a group of local businesses (namely: Good N
Natural, BX Sports, Creston Optical and Ultimate Studio Martial
Arts), innovative commercials have been created which emphasize the
advantages of the area.
These commercials appear on NEWS 12, CNN, E!, BET, SPIKE,
COMEDY, MTV Tres, VERSUS and MTV2 at a minimum of 52 spots per week.
Advertising also appears regularly in the local
newspaper, the Bronx Times Reporter, and the BID is listed on
several websites (e.g. ilovethebronx.com and BX 360).
The customized rope lighting display, created in
consultation with New York Christmas, is the focal point of our
yearly holiday celebration and is on exhibition from Thanksgiving to
New Years. A Santa Claus
is also provided at that time who walks up and down the street
distributing candy and posing for pictures free-of-charge.
The White Plains Road
BID believes that street enhancements have a positive influence on
the publicís perception of the shopping district.
In order to accomplish that goal, the BID has, in conjunction
with Five Boro Flag, Banner and Sign Company, developed a banner
which appears on the historic lampposts throughout the district.
In addition to publicizing the BID, the banners advertise
those local businesses
(namely: Alco Shoes,
Associated, Capital One Bank, Chase Bank, Dunkin Donuts, Taco Bell,
Pizza Hut, Good níNatural, Gothic Cabinet Craft, Joy 21, Petland
Discount, Pizza Express, Anthony & Sal Catering, Rainbow Diner,
Sterling Optical, USMA Karate, Verizon Wireless, Creston
Optical and BX
Sports) who chose to participate in that project.