The pop-up craze has taken New York City by storm over the past few years, with many fashion, technology and consumer products companies taking advantage of NYC’s abundance of lofts, retail spaces and other raw venues to further their brands and reach their target demographics. Here are a few tips for successfully executing your company’s pop-up event in NYC:
1. Rent a space with pop-up experience, even if it costs more.
Many venue owners and salespeople will flat out tell you that “anything is possible in our space,” hence your pop-up is bound to be a success. If you’re representing a big brand, you’ll likely hear this over and over, especially if the space isn’t well-known and can use the press coverage. You should never hesitate to ask management which NYC pop-ups they’ve previously hosted, along with references to project managers at those companies. Spending an extra 10 minutes on the phone can really pay off down the road, and you may even get some useful advice on properly using the space when renting it for your pop-up. Remember, an experienced NYC pop-up venue has a lot more to lose when it comes to its reputation.
2. Pay close attention to foot traffic and NYC neighborhood statistics.
If you’ve already carved out a marketing strategy for your New York City pop-up campaign, choosing the right Manhattan neighborhood for your event should be a top priority. A good start for researching the demographic, social and economic profiles of various New York neighborhoods is NYC.gov’s Community Data Portal. If you’re counting on walk-ins as a significant source of traffic, determining the amount of foot traffic for a given block is just as important. Experienced NYC pop up spaces should already have this information handy when you inquire, even providing a breakdown of local vs. tourist traffic. Sometimes, of course, the venue selection process is simplified by geographic requirements: for example, if your pop-up’s location needs to be within walking distance of the Jacob Javits Center.
3. Explore New York pop-up spaces that don’t have a street-level location.
This may not be an option for certain pop-up events, however it’s always a good idea to consider the following types of venues when searching for pop-up space in Manhattan:
2nd/3rd Floor Event Spaces with Large Street-level EntrancesThese locations still have plenty of frontage for branding opportunities, but their entrances don’t immediately open into the main rooms like those of most retail spaces. One or two flights of stairs really shouldn’t be a deal-breaker if everything else is right. You’ll find that these venues are typically performance spaces, art galleries, lofts and NYC photo studios.
Hi-Level Event Lofts and PenthousesIf your NYC pop-up is not meant for mass consumption, you should consider hosting it at a more exclusive location like a penthouse loft. You’ll be able to provide your guests with an intimate experience of your product, not to mention the ‘wow’ factor from the breathtaking views and fresh air.