How could the proposed billboard on Herald Center affect Macy's retail environment?
Billboard proposal may help revive Herald Square's struggling retail corridor If the City Planning Commission approves the zoning changes, JEMB Realty could install a four-story LED billboard on Herald Center, a nine-story commercial building at 1293 Broadway. The developer argues that this new advertising display could help revive the area’s struggling retail corridor, citing retail vacancies along West 34th Street since the pandemic. As a major retailer in Herald Square, Macy's would benefit from the potential increase in foot traffic and commercial activity in the area.
- Effect
- Mild positive
- How direct
- 2 steps, 2 inferred by Brind
- When
- Within months
- The story
- Gone quiet
How it reaches Macy
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JEMB Realty is seeking zoning changes to install a four-story LED billboard at Herald Center, overlooking Herald Square. The proposed 2,333-square-foot display would require the City Planning Commission to change current zoning rules, which generally limit signs to 40 feet above street level. The proposal faces opposition from Manhattan Borough President Brad Hoylman-Sigal and local community boards. The City Planning Commission is scheduled to hold a public hearing on October 28.
The full event1independent outlet -
JEMB Realty seeks a zoning text amendment and special permit to install a four-story LED billboard on Herald Center, a nine-story commercial building at 1293 Broadway. The display would span a combined 58 feet and begin about 60 feet above street level.
No report states this step directly. Brind drew it from the reporting on each side of it, so treat it as an informed guess.
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The developer argues that the new advertising display could help revive the area’s struggling retail corridor, pointing to retail vacancies along West 34th Street since the pandemic. As a major retailer in Herald Square, Macy's would benefit from increased activity and foot traffic in the area.
No report states this step directly. Brind drew it from the reporting on each side of it, so treat it as an informed guess.
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census-designated place in Thurston County, Nebraska, United States
Everything about Macy
Tap any step to see the evidence behind it.
The facts so far
As reported. Each one links to where it comes from.
- JEMB Realty wants to install a four-story LED billboard on Herald Center.amny.com
- The billboard would span a combined 58 feet and begin about 60 feet above street level.amny.com
- The developer argues the sign could help revive the area’s struggling retail corridor.amny.com
- H&M, one of Herald Center’s major tenants, was looking to leave.amny.com
Why it matters
Macy is a major retailer located within Herald Square. The success of this commercial district relies heavily on attracting and retaining tenants and customers. If the billboard helps revive the retail corridor, it could translate directly into increased customer traffic and sales for Macy's.
This proposal is part of a larger debate regarding how Midtown South balances commercial development with residential concerns, especially as the city prepares for roughly 10,000 new homes in the area. The approval of such a large digital display sets a precedent for signage regulations in Herald Square.
What we don't know yet
- Will the City Planning Commission approve the zoning text amendment for the billboard?
- What specific brightness limits or blackout shade requirements might be imposed on the sign?
What would change this answer
Who else could feel it
Other possible ripples from the same event.
Reporting
- amny.comOct 23
Keep going
Brind's analysis is written by AI from the reporting linked above and can be wrong. This explainer is a possibility worth considering, not a forecast: steps marked as Brind's reasoning are not stated in the reporting. It is not investment advice; do your own research.