In 2010, Hope Community was awarded a grant on behalf of the New York City Department of Small Business Services (SBS) and Councilmember Melissa Mark-Viverito (District 8) through SBS’s Avenue NYC program to launch a merchant organizing and placemaking campaign. Through this campaign, Hope launched “El Barrio. Shops. Eats. Arts. Nightlife.” The initiative focuses on generating increased metro and regional tourism to East Harlem to support local businesses and arts/cultural organizations and branding the East Harlem community as “El Barrio”. Through a multifaceted marketing campaign and tourism incentive program,  “El Barrio: Shops. Eats. Arts. Nightlife.” will attract residents and workers of New York City and the New York tri-state area.
Throughout 2011, Hope unveiled four “viral” videos highlighting several East Harlem restaurants, shops, and arts/cultural destinations via social media including YouTube, Twitter, Flickr and Facebook.  To support East Harlem small businesses, Hope conducted a merchants survey — completed by 84 East Harlem small businesses — to lay the foundation for the formation of a community-wide merchants association “El Barrio Merchants Alliance”. In 2012, Hope will formally launch the marketing campaign for “El Barrio. Shops. Eats. Arts. Nightlife.” through the website, which will serve as the host site for the campaign and El Barrio Merchants Alliance. Also, Hope will distribute a “Guide to El Barrio” and host the 2nd Annual “El Barrio Week” in June 2012.
"El Barrio: Shops. Eats. Arts. Nightlife."


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