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Parks & Public Spaces

Application from Jack Morton Worldwide, on behalf of Ulta Beauty, for “Ulta Beauty Glowbe,” a Holiday Promotional Event in Herald Square Park on November 4, 2023

At the regularly scheduled monthly Community Board Five meeting on Thursday, November 9, 2023, the following resolution passed with a vote of 29 in favor; 0 opposed; 1 abstaining:

WHEREAS, Jack Morton Worldwide (the “Applicant”) has proposed a holiday promotional event “Ultra Beauty Glowbe” (the “Event”) on behalf of Ulta Beauty to take place in Herald Square Park (the “Park”) from 9am to 8pm on Saturday, November 4; and

WHEREAS, The Event is an initiative to promote the nearby Ulta Beauty retail store on West 34th Street and create holiday excitement; and

WHEREAS, Load-in and load-out for the Event will take place on Friday, November 3, 2023 at 10pm and Saturday, November 4 and Sunday, November 5, 2023 between 10pm and 2am, respectively; and 

WHEREAS, The Event has an expected attendance of 70 to 100 people at one given time as the event is tailored to engage pedestrians who are passing by; and

WHEREAS, The Event will take place in the center of the park estimating to take approximately 30 feet by 30 feet of floor area; and

WHEREAS, The Event signage will be limited to 3 large signs 22” x 28&quot;; and  

WHEREAS, The Event will have no amplified sound; and

WHEREAS, The Applicant has committed to working with the 34th Street Partnership to ensure that pedestrian traffic flow is minimally impacted during the event to allow the circulation of pedestrians; and

WHEREAS, The Event will be staffed by 25 to 30 people, including event staff, producer, and  24 hour security guard; and

WHEREAS, All operational aspects of the Event, including sanitation and potential queueing, have been planned for in a satisfactory manner; therefore, be it

RESOLVED, Community Board Five recommends approval of the application from Jack Morton Worldwide on behalf of Ulta Beauty for “Ulta Beauty Glowbe” Holiday Promotional Event in Herald Square Park on November 4, 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.

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