The goal is not to turn the waterfront into a shopping mall or fill it with national chains. It is to use public investment to strengthen the communities already here. Priority can be given to local entrepreneurs, NYCHA residents, immigrant-owned businesses and existing Chinatown and Lower East Side merchants seeking a seasonal location, a second storefront or an affordable way to reach new customers.
Public housing communities can be an important part of this strategy. NYCHA’s Resident Economic Empowerment & Sustainability (REES) programs already connect residents with workforce development, entrepreneurship and employment opportunities. NYCHA’s Job Generation and Section 3 programs similarly encourage resident hiring, training, apprenticeships and contracting opportunities. Battery to Bridges can help connect those existing programs to the new economic activity created along the waterfront.
The result can be a new ladder of opportunity: a neighborhood entrepreneur might begin with a weekend market stall, grow into a seasonal waterfront kiosk, expand into a permanent storefront and eventually employ other local residents. At the same time, increased visitation can support restaurants and retailers on the neighborhood streets leading to the waterfront.




