New York City Marketing Development Corporation

New York City Marketing Development Corporation
Name	New York City Marketing Development Corporation
Founded	2006
Location	New York City, New York, U.S.
Key people	Fred Dixon (President & CEO)
Owner	New York City Economic Development Corporation
Website	www.nycandcompany.org

New York City Marketing Development Corporation, operating as NYC & Company, is the official destination marketing organization and convention and visitors bureau for the Five Boroughs of New York City. Established to promote the city as a premier global destination for tourism, business, and events, it operates under the umbrella of the New York City Economic Development Corporation. The organization's mission encompasses driving economic growth through strategic marketing, fostering partnerships with key industry stakeholders, and enhancing the city's competitive position in the global marketplace.

History

The corporation was founded in 2006 through a merger of NYC & Company, the city's longstanding tourism promotion group, and the New York City Economic Development Corporation's marketing division, a move championed by then-Mayor Michael Bloomberg. This consolidation aimed to create a more unified and powerful voice for promoting the city's diverse offerings, from cultural institutions like the Metropolitan Museum of Art and Broadway to major events such as the New York City Marathon and the Macy's Thanksgiving Day Parade. Its formation responded to increased global competition from destinations like London, Paris, and Tokyo, seeking to solidify New York City's status following the recovery from the September 11 attacks. Under the leadership of its first CEO, George Fertitta, and later Fred Dixon, the organization has navigated significant challenges including the Great Recession and the COVID-19 pandemic in New York City, launching major recovery campaigns to restore visitor confidence and economic activity.

Organization and governance

NYC & Company is a not-for-profit corporation governed by a board of directors comprising leaders from the city's hospitality, cultural, business, and labor sectors. The board includes executives from major entities like The Related Companies, Bloomberg L.P., and JetBlue, as well as representatives from institutions such as the Lincoln Center for the Performing Arts and Madison Square Garden. Day-to-day operations are managed by a professional staff led by President and CEO Fred Dixon, who reports to the board. The organization is funded through a combination of New York City municipal appropriations, negotiated primarily through the New York City Council and the Mayor's Office, and private sector membership dues from hundreds of partner organizations across the Five Boroughs.

Programs and initiatives

Core programs include the global "NYC & Company" marketing campaign, which promotes the city's neighborhoods, arts, dining, and shopping in key international markets. It operates official visitor centers in locations like Times Square and the Moynihan Train Hall. A major initiative is "NYC Restaurant Week," a bi-annual dining program that stimulates business for hundreds of participating establishments. The organization also runs targeted campaigns such as "NYC Broadway Week" offering 2-for-1 tickets to major productions and "NYC Hotel Week" with discounted rates. For the business sector, it actively markets the Jacob K. Javits Convention Center and other venues to attract major conventions, trade shows, and corporate meetings, competing with hubs like McCormick Place in Chicago.

Economic impact

The corporation's activities are central to sustaining tourism as one of New York City's largest economic engines and a critical source of employment. Prior to the COVID-19 pandemic, the city welcomed a record 66.6 million visitors in 2019, generating an estimated $70 billion in total economic impact and supporting over 400,000 jobs in sectors like hospitality, retail, and transportation. Campaigns launched during recovery periods, such as the "NYC Reawakens" initiative, are credited with accelerating the return of visitors and spending. The success of major events it promotes, including the US Open and the Tribeca Film Festival, contributes significantly to hotel occupancy, Metropolitan Transportation Authority ridership, and sales tax revenue for the city and state.

Partnerships and collaborations

NYC & Company maintains extensive partnerships across the public and private sectors. It works closely with city agencies including the New York City Department of Parks and Recreation, the New York City Police Department, and the Mayor's Office for International Affairs. Key private-sector alliances include collaborations with Delta Air Lines, American Express, and major hotel groups like Hilton Worldwide and Marriott International. The organization also partners with cultural institutions such as the Museum of Modern Art, Carnegie Hall, and the Brooklyn Academy of Music on promotional packages. Internationally, it coordinates with entities like Brand USA and various foreign tourism boards to attract overseas travelers from key markets like the United Kingdom, China, and Brazil.

Criticism and controversies

The organization has faced scrutiny over its funding model and effectiveness, particularly during periods of economic strain. Some critics, including members of the New York City Council, have questioned the return on investment of public funds, especially following the steep decline in tourism during the COVID-19 pandemic. It has also been involved in debates over the city's overcrowding, with some community boards and activists in neighborhoods like Williamsburg and the Theater District arguing that relentless tourism promotion exacerbates quality-of-life issues. Furthermore, its close ties to large corporate interests have occasionally drawn criticism from smaller, local businesses who feel underrepresented in its marketing initiatives and membership benefits.

Category:Tourism in New York City Category:Marketing organizations Category:Organizations based in New York City Category:2006 establishments in New York (state)