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Parks & Public Spaces
Application from Dentsu/MKTG on behalf of Baileys Original Irish Cream for a “Baileys Holiday Market Treat Bar” brand activation in Bryant Park from December 9th thru December 11th, 2023
At the regularly scheduled monthly Community Board Five meeting on Thursday, December 14, 2023, the following resolution passed with a vote of 31 in favor; 2 opposed; 1 abstaining:
WHEREAS, Dentsu/MKTG (“The Applicant”) on behalf of Baileys Original Irish Cream (“The Client”) has submitted a permit application to the Parks Department for a marketing activation “Baileys Holiday Market Treat Bar” in the northwest corner of Bryant Park inside the Winter Chalet Bar area at Bryant Park from December 9, 2003 thru December 10, 2023; and
WHEREAS, The Event will take place between the hours of 11AM and 10 PM, with set-up beginning at 12 AM Saturday, December 9, 2023 and breakdown and load out completed by 7 AM Monday, December 11, 2023; and
WHEREAS, The Event will take place in the Winter Chalet Bar area of Bryant Park in an unobtrusive 10 X 10 activation area for the distribution of 1 oz samples of Bailey’s Irish Cream in either Baileys Hot Chocolate or Hot Coffee with customizable toppings, open to the general public of legal drinking age; and
WHEREAS, The Event will be staffed by a production assistant and six brand ambassadors to regulate pedestrian flow to the sample area; and
WHEREAS, The Event staff will verify identification cards to ensure entry is only permitted for 21+ consumers of legal drinking age, and help attendees check-in online using a QR code to self-verify age; and
WHEREAS, The Applicant has stated that no identifying data entered by the public will be stored, retained or used for purposes other than age gating the activation; and
WHEREAS, There will be Baileys Hot Chocolate and Baileys Hot Coffee samples distributed; and
WHEREAS, There will be scratch off cards distributed with discounts to Bryant Park Winter Village activities such as skating, igloos and dry curling; and
WHEREAS, The Applicant will bring additional trash receptacles and recycling bins for the Baileys recyclable cups, used bottles, and any other recyclable items. The brand staff will perform a walk around every hour to maintain the area throughout the duration of the activation, and will maintain the trash receptacles and recycling so they do not become over filled. Baileys bottles and other items used within the footprint will be recycled to adhere to the environmental impact and mission of the brand and the parks; and
WHEREAS, All operational aspects of the event, including sanitation and potential queueing, have been planned for in a satisfactory manner; and
WHEREAS, There will be security personnel onsite December 9th after load-in before opening and will return at closing and will remain overnight until the morning Sunday December 10th; and
WHEREAS, The Applicant has stated there will be signage indicating that the participants likeness may be used in marketing material, with the purpose of any such image capture for use in internal communications only; and
WHEREAS, There will be every effort made to minimize the impact on the use of the park by the general public while this event is ongoing; and
WHEREAS, Signage will be limited to branding that is restrained and suitable as to size and quantity relating to the products in question; and
WHEREAS, Applicant has indicated that in return for the private use of public space for this event, a substantial contribution to the Park will be made, which is consistent with past practice and necessary for the funding of the Park per its contractual agreement with the Parks Department; and
WHEREAS, Community Board Five believes that the nature and conduct of the event as proposed is satisfactory and consistent with its past approvals for marketing events held in past years; therefore, be it
RESOLVED, Community Board Five recommends approval of the application from Dentsu/MKTG on behalf of Baileys Original Irish Cream for a “Baileys Holiday Market Treat Bar” brand activation event in Bryant Park from December 9 to December 10, 2023 and be it further
RESOLVED, As the timing of the application being submitted to the Parks Department prevented a proper public hearing in advance of the Event, Community Board Five continues to request that the Parks Department extend the minimum notice required of event applications to 45 days, to ensure that they can be given a proper public hearing.