What Broadway Mall Association does

Broadway Mall Association (BMA) is a 501(c)(3) nonprofit organization that maintains 83 landscaped medians — known as malls — spanning five miles of Broadway from 70th to 168th Street across Manhattan's Upper West Side, Morningside Heights, West Harlem, Hamilton Heights, and Washington Heights. Incorporated as a nonprofit in 1987 after being formed by West Side residents in 1972, BMA manages approximately 10.6 acres of public green space, including 1,000+ trees and 17,000 spring bulbs planted annually, in partnership with the NYC Department of Parks & Recreation. Its core programs are The Great Green Way (a native-plant ecological restoration initiative launched in 2024), Art on the Malls (a public sculpture program running since 2005), and Neighborhood Enhancement (year-round maintenance, plantings, and lighting). The organization is led by a small paid staff of 5–10 people under Executive Director Andrew Genn, supported by a board of more than 20 members.

BMA generates revenue through a diversified nonprofit funding stack: tiered individual donations ($50 Seedling through $1,500 Broadway Circle), a formalized Corporate Volunteering program ($1,500 for up to 10 employees; $3,000 for up to 50), an annual Spring Gala with sponsor tiers from $150 to $20,000, an Adopt-A-Bench program at $3,500, walking tours ($10 public / free for donors), and grants plus corporate sponsorships (LVMH, Con Edison, Columbia University Irving Medical Center). Operational delivery is supported by partnerships with Goddard Riverside's Green Keepers (which has provided 100+ jobs through supported employment for adults living with mental illness), Cornell University's Lab of Urban Plant Ecology (solitary bee research), NYC Bird Alliance (2025 bird-habitat study), Sing for Hope (public piano), West Harlem Art Fund, Van Alen Institute (2026 emerging-designer open call), and Columbia University.

BMA's technology footprint is limited to standard nonprofit SaaS — Constant Contact for email, Little Green Light for donation processing, Eventbrite for registration, and Google Maps/Forms for outreach — and the organization has no proprietary technology, AI/ML capability, or recurring software product. Its competitive position rests on the exclusive stewardship contract with NYC Parks over a contiguous five-mile corridor, a 20+-year public art track record, and an embedded network of mission-aligned partners that would be costly for any alternative steward to replicate.

Name

Broadway Mall Association

Legal name

Broadway Mall Association

Website

https://broadwaymall.org

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

Broadway Mall Association is a Manhattan-based 501(c)(3) nonprofit that maintains 83 landscaped medians across five miles of Broadway, running native-plant restoration, public art, and volunteer programs in partnership with NYC Parks for residents and visitors along the Upper West Side to Washington Heights corridor.

Ownership category

akta.pro rank

Product category

Urban Green Space Stewardship and Ecological Restoration

NAICS

Landscaping Services (561730), Nature Parks and Other Similar Institutions (712190)

SIC

Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Commercial Landscaping & Grounds Maintenance (IMAIAIAA)

akta.pro secondary industry

Urban & Community Reforestation / Street Tree Planting (AFAMACAL)

Keywords

• Urban green space management
• Ecological restoration services
• Public art programming
• Nonprofit community stewardship
• Corporate volunteer programs

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Individual Donations: BMA receives donations from individuals through its website, with tiered giving levels (Seedling $50, Bud $100, Blossom $250, Gardener $500, Broadway Circle $1,500) and custom amounts. Donations can be one-time or monthly recurring.
2. Corporate Volunteering: BMA offers paid corporate volunteer programs at two levels: Level 1 ($1,500 for up to 10 employees) and Level 2 ($3,000 for up to 50 employees), including tools, materials, refreshments, and staff coordination.
3. Spring Gala: Annual fundraising event with tiered sponsorship levels: Presenting Sponsor ($20,000), Underwriting Sponsor ($15,000), Conservationist ($10,000), Arborist ($5,000), Botanist ($2,500), Benefit Committee Member ($700), and individual tickets ($350).
4. Adopt-A-Bench Program: Benches can be adopted for $3,500, which includes a dedication plaque with 20-25 words. Benches replicate the classic 1939 World's Fair design in wood and iron, available from 70th to 168th Street.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

BMA maintains and revitalizes 83 landscaped malls across 5 miles (10.6 acres) of Broadway in Manhattan through three core programs: The Great Green Way (native plant ecological restoration), Art on the Malls (public sculpture exhibitions since 2005), and Neighborhood Enhancement (year-round horticultural maintenance including seasonal plantings and winter lighting). The organization sells paid corporate volunteer packages, Adopt-A-Bench sponsorships, walking tours, and hosts an annual Spring Gala fundraising event.

Product overview

Broadway Mall Association operates a portfolio of interconnected programs to beautify and maintain five miles of green medians along Broadway. The core offerings include The Great Green Way ecological restoration initiative, the Art on the Malls public art program featuring rotating sculpture exhibitions, and the Neighborhood Enhancement maintenance program covering seasonal plantings and winter lighting. Additional offerings include walking tours, monthly volunteer days, corporate volunteering packages, annual Spring Gala fundraising events, Adopt-A-Bench sponsorship, and educational pollinator events. The organization partners with institutions including Cornell University for research, Sing for Hope for public art, and Van Alen Institute for designer open calls.

Differentiator

Problem solved

Functional benefit

Products and services

• The Great Green Way BMA's flagship long-term ecological restoration initiative to revitalize five miles of Broadway malls into a continuous native plant corridor, transforming medians into climate-resilient green spaces that support pollinators, birds, and urban biodiversity.
• Art on the Malls Public art program that installs sculpture and installations in Broadway's green spaces, transforming malls into open-air galleries. Features works by artists including Sean Scully, Carl D'Alvia, Joy Brown, Kathy Ruttenberg, and Jon Isherwood.
• Neighborhood Enhancement Year-round maintenance program including seasonal plantings, annual tulip displays, winter lighting, bench stewardship, tree guards, and ongoing care of the malls to keep them welcoming and beautiful.
• Corporate Volunteering Corporate team volunteer opportunities with private three-hour events. Level 1 ($1,500) for up to 10 employees includes tools and refreshments; Level 2 ($3,000) for up to 50 employees includes tailored projects and educational session on urban ecology.
• Spring Gala Annual fundraising gala honoring community members with tiered sponsorship levels ranging from $150 (Young Professional) to $20,000 (Presenting Sponsor) and individual tickets at $350.
• Adopt-A-Bench Bench adoption program for $3,500 to commemorate loved ones or mark special occasions. Benches available from 70th to 168th Street with classic 1939 World's Fair design in wood and iron and a 2" x 5.5" dedication plaque (20-25 words, subject to BMA approval).
• Walking Tours Guided walking tours of neighborhoods along Broadway, covering Upper West Side, Morningside Heights, and Manhattan Valley areas, led by Hank Orenstein. Free for BMA donors and $10 for general public, limited to 10 spots per tour.
• Monthly Volunteer Days Open monthly volunteer days where community members help plant native species, remove invasive weeds, and maintain restored malls. Participants attending three volunteer days receive a Broadway Mall Champion certificate.
• Open Call for Designers Partnership program with Van Alen Institute seeking emerging designers for temporary public design installations addressing environmental themes, with paid design fees and production budgets for winning proposals.

Quantifiable outcome

• 80% more bird species and 57% higher bird activity on planted malls compared to streets without planted malls
• +5 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

17 partnerships are on record, tiered core and minor.

• Van Alen InstitutecoreStrategic or Co-development Partner · 19 July 2026BMA and Van Alen Institute are seeking emerging designers for a temporary public design installation addressing 'Eco-Mutualism' at Mitchel Square in Washington Heights. The selected project will be on view March 2027-January 2028. Van Alen awards shortlisted designers $1,000 and the winning designer $8,000 fee plus $25,000 for production, fabrication, and installation.
• West Harlem Art FundminorGTM or Marketing Partner · 1 January 2026BMA partners with West Harlem Art Fund to bring the Harlem Sculpture Gardens exhibition series to the Broadway malls, featuring Michael Poast's sculptures at 143rd and 148th Streets in 2026.
• NY Artist Equity AssociationminorStrategic or Co-development Partner · 1 January 2026Partner with BMA in organizing Harlem Sculpture Gardens exhibition series along the Broadway malls.
• NYC Bird AllianceminorStrategic or Co-development Partner · 1 January 2025In 2025, the NYC Bird Alliance conducted the first large-scale study of street medians as bird habitat in New York City, surveying 22 malls and comparing them to control sites on nearby avenues without native plantings. Study found 80% more bird species and 57% higher bird activity on planted malls.
• Goddard Riverside Community Center (Green Keepers Program)coreStrategic or Co-development PartnerBMA has a long-standing partnership with Green Keepers, having provided more than 100 crew members with training and employment on the Broadway malls. Green Keepers is a social enterprise providing horticultural maintenance, sanitation service, and watering to the malls. Crew members are adults living with mental illness who build landscape maintenance skills.
• NYC Department of Parks & RecreationcoreStrategic or Co-development PartnerBMA works in partnership with NYC Parks to maintain the Broadway malls, coordinate public art installations through the Art in the Parks program, and advocate for New York City's green spaces.
• Columbia UniversityminorStrategic or Co-development PartnerBMA partners with Columbia University student-led clubs to host volunteer events, and Teachers College developed an art curriculum for the Sean Scully exhibition. Columbia University Irving Medical Center was also recognized as a supporter and awarded BMA for a public art exhibition in November 2026.
• ArteLatAmminorStrategic or Co-development PartnerBMA partners with ArteLatAm on public art events that bring cultural programming to the malls, including sponsoring exhibitions and supporting public launches.
• Community League of the Heights (CLOTH)minorStrategic or Co-development PartnerBMA partners with CLOTH on horticulture volunteer events and public art workshops, connecting projects with local students including collaboration with Washington Heights public schools.
• The Brotherhood Sister SolminorStrategic or Co-development PartnerBMA and The Brotherhood Sister Sol have led composting workshops for volunteers and applied that knowledge on the 143rd Street mall.
• Cornell University (Lab of Urban Plant Ecology)minorStrategic or Co-development PartnerCornell professor Aaron Sexton and his team have set up a nest for solitary bees at the 74th mall for research purposes, studying urban biodiversity patterns and testing novel management strategies.
• Parks & Open Space Partners CoalitionminorStrategic or Co-development PartnerBMA is a member of the Parks & Open Space Partners Coalition, partnering to advocate for New York City's green spaces.
• City of Forest Day CoalitionminorStrategic or Co-development PartnerIn collaboration with Parks and Open Space Partners Coalition, NYC Parks, and Forest for All NYC, BMA participates in City of Forest Day - a citywide initiative raising awareness about New York's urban forest.
• Sing for HopeminorStrategic or Co-development PartnerBMA partnered with Sing for Hope to bring a public piano to Sherman Square (Broadway & 70th Street), creating a community arts space open to everyone.
• LVMHminorStrategic or Co-development PartnerLVMH volunteers participated in corporate volunteer day on April 29th, cleaning and mulching 15 tree beds, painting end caps at 74th Street, and mulching approximately 5,000 native plants across 3 restored malls using 210 bags of mulch.
• Con EdisonminorStrategic or Co-development PartnerListed as a business supporter contributing to BMA's maintenance and programming efforts.
• Lincoln Square Business Improvement DistrictminorStrategic or Co-development PartnerAssisted with the Sean Scully Broadway Shuffle exhibition installation.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Friends of the High Line: Nonprofit that maintains and programs the High Line elevated park in Manhattan. Comparable in fundraising model, public art programming, NYC Parks partnership, and citywide cultural relevance.
• Riverside Park Conservancy: Nonprofit conservancy that maintains and programs Riverside Park along Manhattan's Upper West Side, immediately adjacent to the Broadway malls. Comparable donor-funded model, NYC Parks co-stewardship, and Manhattan community volunteer programming.
• Madison Square Park Conservancy: Manhattan park conservancy responsible for upkeep, horticulture, and rotating public art installations in Madison Square Park. Directly comparable in scope, public art programming, and donor-funded operating model.
• Prospect Park Alliance: Nonprofit that manages restoration, maintenance, and programming of Brooklyn's Prospect Park in partnership with NYC Parks. Closely mirrors BMA's nonprofit + municipal partnership model for green-space stewardship.
• Battery Conservancy: Nonprofit that funds and oversees restoration and programming of Battery Park at Manhattan's southern tip. Comparable nonprofit + NYC Parks model, public art installations, and donor-driven park stewardship.
• Central Park Conservancy: New York's flagship private nonprofit that funds and manages the maintenance, restoration, and programming of Central Park in partnership with NYC Parks. Direct peer to BMA in mission, partnership model with NYC Parks, donor-funded green-space stewardship, and public programming.
• New York Restoration Project: NYC nonprofit founded by Bette Midler focused on planting trees and restoring under-resourced public green spaces. Directly comparable in urban greening, native plantings, volunteer activation, and partnership with NYC Parks.

Broad incumbents

• Trust for Public Land: National nonprofit that creates and protects urban parks and green space. Operates at much larger scale than BMA but shares the urban greening mission, public-private partnership model, and focus on park access in dense cities.
• NYC Parks Foundation: Citywide nonprofit fundraising and program arm for NYC Parks. Broader scope than BMA but operates the same NYC Parks partnership model and supports greening, horticulture, and community programming across all five boroughs.

Emerging players

• Van Alen Institute: Design nonprofit that partners with BMA on the Eco-Mutualism open call and public design installations on the Broadway malls. Comparable in the public-space design and programming niche, with overlapping artist and designer networks.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BroadwayMallAssociation
• Instagraminstagram.com/broadwaymallassociation/?hl=en
• Xx.com/BroadwayMall
• LinkedInlinkedin.com/company/broadway-mall-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Broadway Mall Association