As New York prepares for the influx of visitors in Summer 2026, the physical store environment remains a business's greatest competitive advantage. In an era of endless digital options, creating a destination that encourages discovery is essential to capturing a share of the projected $6+ billion in economic impact.

This session will be lead by Gensler, whose designers and strategists help brands refresh their offerings as market demands evolve. Whether you operate a boutique retail shop, a corner bar, or a neighborhood restaurant, we will focus on teaching business owners how to communicate their brand story as an integral part of the fabric of New York. You will learn to highlight what makes your presence unique in the world’s most iconic city and transform your space—from the sales floor to the dining room—into an immersive environment that breathes the spirit of NYC.

Key Topics & Themes

• Brand Messaging: Communicating your brand story, making your business a "must-see" part of the New York experience.
• In-Store Experiences: Turning your retail space into a destination through immersive store layouts and community events.
• Event-Driven Traffic: Designing experiences that attract summer 2026 visitors looking to experience NY like locals.
• Customer Loyalty: Building lasting connections that extend beyond the summer.

This hybrid event is part of the broader work of the Summer of Opportunity Coalition, an initiative focused on helping local businesses prepare for and benefit from this historic moment.