If you've ever been to New York City's Bryant Park, you know that it can get insanely full. The vendors that are there (and the surrounding stores) make quite a bit of money due to the popularity, so they need to know who the visitors are in order to bring in more sponsors, stores, and guests.
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To gather that information, the private Bryant Park Corporation, who runs the park, which is owned by the city, has announced that they will partner with data analytics firm PlaceIQ. This will allow BPC to glean anonymized information to track the crowds. They have already found that only 19% of visitors actually live in Manhattan and that an average visitor is 50% more likely to visit Macy's and twice as likely to patronize PetSmart and Bank of America.
This is useful data for the Bryant Park Corporation because they can use it to find sponsors for events like film nights, yoga mornings, or the seasonal Winter Village.
PlaceIQ works with several other companies to gather information from location data on mobile apps or the free Wi-Fi that is available while in the park. Although the data is anonymous, it does give the team a view of the visitors at the park.
This is going to be the feature of using green spaces in major cities. We need to find a way to keep up with the costs associated with these spaces. From Wi-Fi and charging stations to free concerts and decorations, these spaces require a lot of maintenance.
"A lot of those [advertiser] brands really help us keep the park active," Bryant Park Corporation brand manager Matt Castellan told AdAge. "An active space is a safe space."