Winter on the Mile

Maybe Not Fifth Avenue Yet, But…

December 2019

Among the great pleasures of visiting a city like New York over the holidays are the storefront displays on 5th Avenue. With that in mind, the City and the Business Improvement District (BID) have launched a join effort to turn the storefronts of Miracle Mile into festive, snowy displays.

“The theme is ‘Winter Wonderland,’ and the goal is to draw people to the area – and for them to have a beautiful holiday experience, a nice cozy feeling,” says Catalina Perez, co-chair of the BID’s marketing committee.

The BID began by declaring a Holiday Window Contest for downtown stores, with prizes for retail, bridal, food & beverage, and services categories. The City also wanted to do something to activate the empty storefronts along the mile, so they hired Perez’s downtown design firm InkBerry to liven them up with wintery, gift-filled images. “This is a way to get everyone into a holiday spirit,” she says.

“We live in a place where there is no snow,” says BID marketing committee co-chair Jill Hornik, whose family owns Jae’s Jewelers on the Mile. “So, when someone comes into our store, I want them to have a winter experience, with wrapped gifts and snowflakes in the window.”

The BID winners will be announced December 15. The City’s displays will remain through January.