Madison Square Park Conservancy
Madison Square Park Conservancy is a 501(c)(3) nonprofit that operates Madison Square Park in Manhattan under license from NYC Parks, raising 100% of its budget through donations, memberships, corporate activations, and events for a 6.2-acre public park serving 60,000 daily visitors.
- Company typePrivate
- Founded2002
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Madison Square Park Conservancy does
Madison Square Park Conservancy (MSPC) is a 501(c)(3) nonprofit organization established in 2002 that operates Madison Square Park, a 6.2-acre public space in Manhattan's Flatiron District, under an exclusive license from the New York City Department of Parks & Recreation. The park itself has been public since 1686; the conservancy exists to fundraise 100% of the park's operating budget and to deliver horticulture, public art, community programming, and sustainability initiatives. MSPC is Manhattan's only accredited arboretum, holding Level II status from the American Public Garden Association and representing the United States at the 2019 Venice Biennale.
MSPC serves general park visitors (approximately 60,000 daily), dog owners, cultural tourists, and institutional partners through roughly 100 programs and events per year across art exhibitions, horticulture collections, sustainability programming, and community events. Notable assets include five signature plant collections, 350+ hydrangea plants, 43 varieties of daffodils, an active public art program (e.g., Roberto Lugo's 'Alfarero del Barrio' through December 2026), and a NASA-partnered Moon Tree grown from seeds flown aboard Artemis I.
MSPC generates revenue through a diversified nonprofit model: individual donations and Mad. Friend memberships, tax-deductible flower dedications ($50–$1,000) and bench dedications ($10,000 for 10 years), corporate brand activations capped at four per year, film and video shoot permits, legacy and planned giving, and an annual Party in the Park gala. The organization also pursues partnerships with Carnegie Hall, IBM, New York Road Runners, Simons Foundation, NASA, and the Flatiron NoMad Partnership to extend programming and fundraising reach. Holly Leicht has served as Executive Director since September 2022, succeeding Keats Myer.
Madison Square Park Conservancy firmographics
Firmographics- Name
- Madison Square Park Conservancy
- Legal name
- Madison Square Park Conservancy
- Website
- https://madisonsquarepark.org
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Madison Square Park Conservancy is a 501(c)(3) nonprofit that operates Madison Square Park in Manhattan under license from NYC Parks, raising 100% of its budget through donations, memberships, corporate activations, and events for a 6.2-acre public park serving 60,000 daily visitors.
- Ownership category
- akta.pro rank
Madison Square Park Conservancy industry classification
Industry- Product category
- Nonprofit Park Management and Public Space Stewardship
- NAICS
- Nature Parks and Other Similar Institutions (71219)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Parks, Recreation & Protected Areas Administration (BPAIAMAH)
- akta.pro secondary industries
- National Park & Protected Area Tours (THAJAIAA), Land Trusts & Protected Areas (BPAGAGAC), Facilities Maintenance & Environmental Services (Waste, Water, Trail Maintenance, Restrooms) (THAAAGAI), Educational & Edutainment Parks (Science/Discovery/Children’s Parks) (THAJAEAG)
Keywords
Where Madison Square Park Conservancy is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Madison Square Park Conservancy business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Individual Donations & Memberships: Tax-deductible donations from individuals through the Mad. Friend membership program, bench dedications, flower dedications, and general contributions.
- Brand Activations & Sponsorships: Corporate marketing events and brand sponsorship opportunities, limited to 4 per calendar year, reaching 60,000 daily visitors.
- Film & Video Shoots: Fees for film production crews shooting in the park, with support services including parking, permitting, and craft service coordination.
- Legacy & Planned Giving: Bequests and legacy gifts, stock donations, and employer matching donations.
- Fundraising Events: Annual Party in the Park gala and other fundraising events honoring supporters and artists.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Bench Dedications - $10,000 for 10 years |
| Unit Pricing | One time | Daffodil Dedication - $50 |
| Unit Pricing | One time | Spanish Bluebell Dedication - $100 |
| Unit Pricing | One time | Astilbe Dedication - $250 |
| Unit Pricing | One time | Rose Dedication - $500 |
| Unit Pricing | One time | Hydrangea Dedication - $1,000 |
| Subscription | Annual | Mad. Friend Membership |
| Other | Multi-year contract | Corporate Partnership / Brand Activation |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels8 records
Madison Square Park Conservancy product offering
Product offeringCore offering
Madison Square Park Conservancy operates and maintains a 6.2-acre public park in Manhattan under license from the NYC Department of Parks & Recreation, providing curated horticulture, rotating public art exhibitions, community programming, and sustainability initiatives. The conservancy funds its operations entirely through individual donations, memberships, corporate brand activations, film shoot permits, dedication programs, and fundraising events, delivering free public access to green space and cultural programming for approximately 60,000 daily visitors.
Product overview
Madison Square Park Conservancy is a nonprofit organization that operates Madison Square Park, a 6.2-acre public space in Manhattan. The organization does not offer technology products or services but rather provides public park management, including horticulture maintenance, public art exhibitions, community programming, sustainability initiatives, and volunteer opportunities. The conservancy's offerings include memberships and donations, brand activations, film shoot permits, corporate volunteering programs, and various community events and educational tours.
Differentiator
Problem solved
Functional benefit
Products and services
- Mad. Friend Membership Program Annual subscription membership offering special dog-friendly perks and benefits for regular park visitors and supporters of Madison Square Park Conservancy.
- Bench Dedication Program Ten-year bench dedications in Madison Square Park at $10,000, including a personalized heartfelt message plaque; a tax-deductible support opportunity for personal milestones and tributes.
- Flower Dedication Program Tiered flower dedications in Madison Square Park's garden collections: Daffodil ($50), Spanish Bluebell ($100), Astilbe ($250), Rose ($500), and Hydrangea ($1,000), enabling donors to fund specific plantings in honor or memory of individuals.
- Corporate Brand Activation and Sponsorship On-site corporate marketing events and brand sponsorship opportunities at Madison Square Park, limited to four activations per calendar year, reaching 60,000 daily visitors and millions of annual visitors, including employee volunteer engagement.
- Film and Video Shoot Permits Permits and on-site production support for film, television, and commercial shoots at Madison Square Park, including parking coordination, permitting, craft service, and indoor dressing room access.
Quantifiable outcome
- 60,000 daily visitors
- +2 more outcomes
Companies that use Madison Square Park Conservancy
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
Madison Square Park Conservancy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Madison Square Park Conservancy partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered major, core and minor.
- Simons Foundation InternationalmajorSupporting the Moon Tree Launch Party event, administered by Simons Foundation's Science, Society & Culture division.
- Lower Manhattan Cultural Council (LMCC)coreCollaborating on The Tempestry Project, a nationwide collaborative fiber arts initiative that turns climate data into visual and tactile works, displayed in Madison Square Park through September 2026.
- New York Road RunnerscoreOfficial charity partner with NYRR for the 2026 TCS New York City Marathon, celebrating the 50th anniversary of the iconic five-borough course.
- New York City Department of Parks & RecreationcoreThe not-for-profit 501(c)(3) organization is licensed by NYC Parks to manage Madison Square Park, operating as a public/private partnership.
- NASAcoreMadison Square Park's Moon Tree is part of NASA's Artemis Moon Tree initiative, developed in partnership with the USDA Forest Service. The tree grew from seeds that traveled around the Moon aboard NASA's Artemis I mission.
- USDA Forest ServicecorePartner in NASA's Artemis Moon Tree initiative, working with NASA and public gardens to distribute moon trees across the country.
- Poetry Society of AmericaminorPartner for the summer celestial poetry installation, including a specially commissioned poem by New York State Poet Laureate Kimiko Hahn honoring the Moon Tree.
- Carnegie HallcoreCarnegie Hall Citywide program bringing free musical performances to Madison Square Park throughout the summer, featuring various quartets and ensembles.
- Flatiron NoMad PartnershipcoreCollaborating with DOT, NYC DDC, and community on Broadway Vision Plan and Worth Square reconstruction since 2015.
- GrowNYCminorPartner for composting program, helping divert organic waste from landfills through weekly composting efforts.
- NYC AudubonminorPartner for bird-related educational programs and the park's addition to the New York State Birding Trail.
- Green Restaurant AssociationminorPartner in creating NYC's first Green Dining Destination with Flatiron NoMad Partnership and local restaurants.
- IBMmajorPartner for The Masters at Madison Square Park immersive viewing experience throughout the four days of the Masters Golf Tournament.
Scale indicators7 records
Recent moves6 records
Expansion highlights4 records
Madison Square Park Conservancy competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key highlights6 records
Customer concentration
Madison Square Park Conservancy social profiles
Digital presenceMadison Square Park Conservancy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Madison Square Park Conservancy leadership team
Management profileNumber of profiles
Profiles4 records
Madison Square Park Conservancy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Madison Square Park Conservancy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Madison Square Park Conservancy
What does Madison Square Park Conservancy do?
Madison Square Park Conservancy operates and maintains a 6.2-acre public park in Manhattan under license from the NYC Department of Parks & Recreation, providing curated horticulture, rotating public art exhibitions, community programming, and sustainability initiatives. The conservancy funds its operations entirely through individual donations, memberships, corporate brand activations, film shoot permits, dedication programs, and fundraising events, delivering free public access to green space and cultural programming for approximately 60,000 daily visitors.
Is Madison Square Park Conservancy a public or private company?
Madison Square Park Conservancy is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Madison Square Park Conservancy founded?
Madison Square Park Conservancy was founded in 2002. It employs 11 to 50 people.
Where is Madison Square Park Conservancy based?
Madison Square Park Conservancy is headquartered in New York, United States, in the North America region.
How does Madison Square Park Conservancy make money?
Five revenue lines are on record. Individual Donations & Memberships are the primary driver. The others are brand Activations & Sponsorships, film & Video Shoots, legacy & Planned Giving and fundraising Events.
Does Madison Square Park Conservancy have an API?
No public API is recorded for Madison Square Park Conservancy.
What industry is Madison Square Park Conservancy in?
Madison Square Park Conservancy's product category is Nonprofit Park Management and Public Space Stewardship. Its primary akta.pro industry code is BPAIAMAH, Parks, Recreation & Protected Areas Administration, with a secondary code of THAJAIAA, National Park & Protected Area Tours. Its NAICS code is 71219 and its SIC code is 7900.