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Parks & Public Spaces
Application from iDEKO, on behalf of Netflix, for a marketing event on the fountain terrace in Bryant Park featuring a giant umbrella installation from February 6-15, 2019
WHEREAS, iDECKO “Applicant” has submitted an application on behalf of Netflix to have a marketing activation on the fountain terrace portion of Bryant Park adjacent to 6th Avenue (Lowell Fountain) from Wednesday, February 6 through Friday, February 15, 2019; and WHEREAS, The event would take place between the hours of 10:00 am and 10:00 pm, with set-up beginning at 10:00 pm on February 6, and breakdown completed by 10:00 am on February 15; and
WHEREAS, Applicant will be setting up a giant, branded umbrella 51’9” in diameter and 86’4” in height to celebrate National Umbrella Day and publicize the new Netflix show “Umbrella Academy”; and
WHEREAS, Members of the public will be able to walk underneath the giant umbrella and observe a video related to the show, which will be projected onto the underside of the open umbrella; and
WHEREAS, The structure will require DOB permits, and will be attached to a surface laid on the terrace in such a way as not to harm or affect the park in any way, and will be able to withstand any high winds and seasonal weather events; and
WHEREAS, Members of the public will also be given free Fluffernutter sandwiches from an existing vendor in Bryant Park, served directly from the vendor; and
WHEREAS, The event will be staffed by ten brand ambassadors who will be responsible for welcoming guests, line management, and will be wearing branded t-shirts with Umbrella Academy logos; and two msecurity guards during the set-up, activation, and breakdown of the event, including 24-hour security
coverage; and
WHEREAS, The event will have amplified sound for background ambient sound design and music,
designed to only be audible while standing underneath the umbrella, with no subwoofer being used; and
WHEREAS, The event, should any filming or photography take place, will make sure to put up standard
signage releasing passersby; and
WHEREAS, Community Board Five has concerns about the potential size and design of the logo or logos
that would appear on the umbrella and activation site, and asked that the applicant restrict and limit the
size of the logo and to keep all logos that appear on the umbrella in black and white; and
WHEREAS, Community Board Five is also concerned about any Netflix logo branding that might appear
on the umbrella or the activation site with its customary bright red color, and the potential size that they
might appear on the umbrella; and
WHEREAS, Applicant has stated that they do not wish to have Netflix branding on the umbrella or the
site plan, as they are trying to create something that feels more like an art installation rather than a
marketing activation, but nevertheless were unable to commit to this restriction; and
WHEREAS, Community Board Five is also concerned about the duration of the event, given the size and
prominent location of the activation structure, with its proximity and visibility from 6th Avenue; and
WHEREAS, Although the applicant agreed to consider shortening the duration of event, no such
commitment was made in time for Community Board Five’s deliberations; therefore, be it
RESOLVED, Community Board Five recommends denial of the application from iDEKO on behalf of
Netflix for a marketing event on the fountain terrace in Bryant Park featuring a giant umbrella installation
from February 6-15, 2019, unless the applicant agrees to reduce the duration of the event, and limit the
size and design of the logos that would appear both on the umbrella structure as well as the t-shirts of the
brand ambassadors.