Case Study: Hell’s Kitchen Flea Market
Category: Business Development
Subcategory: Government Procurement
Problem: As a result of a change in zoning and the subsequent development of parking lot parcels along Sixth Avenue in the late 1990s, our client, the Annex Antique Fair and Flea Market, one of the most famous antiques market in the world, realized that it would soon need to relocate.
Strategy: Capalino+Company proposed a community board task force to explore alternative sites and to document the economic importance of the market. Following the issuance of the Task Force report, we briefed representatives of the NYC Economic Development Corporation and Deptartment of City Planning to enlist their support. During the next phase, we coordinated a careful evaluation of three alternative sites and finally determined, in coordination with government and community leaders, that a site on 39th Street between 9th and 10th Avenues would represent the best solution to operate the market, while at the same time, catalyze economic activity in an under-utilized area.
Result: In April 2003, the Hell’s Kitchen Flea Market was officially granted a Street Activity Permit to operate the market every Saturday and Sunday throughout the year. It has been a resounding success and an example of community pride. Capalino+Company also assisted HKFM in the deployment of its marketing strategy by brokering strategic partnerships with Time Out Magazine and M@xRacks.