MANHATTAN – Just like countless New Yorkers forced to adapt as Covid-19 swept the City, the 92nd Street Y, an Upper East Side and New York City institution, is making its pandemic pivot permanent with a new name and a $200 million redevelopment plan with global ambitions for the neighborhood fixture.
‘The 92nd Street Y’ or ‘92Y’ will now be known as a ‘The 92nd Street Y, New York’ or ’92NY.’ The name change is part of a new identity, says the non-profit organization, building on lessons learned during the pandemic to bring world-class content to audiences around the world through the internet.
With the new name comes a new logo, which despite being the product of Pentagram— the world’s largest independent design consultancy— looks a lot like the something you’d find on one of the many luxury towers popping up across the Upper East Side.
The 92NY’s goal is now to appeal to a global audience for its cultural and community programming, rather than just the more than eight million neighbors living right here in New York City, pointing to a multi-phase marketing campaign to introduce 92NY’s new identity in NYC and other major cities including Boston, Chicago, Houston, LA, San Francisco, Berlin, London, Paris, Sydney, and Toronto.
“The pandemic challenged 92NY to reimagine how we carry out our mission of enrichment and community building – a mission which is desperately needed today,” said Seth Pinsky, CEO of The 92nd Street Y, New York.
“We are now rapidly effectuating this evolution, reimagining our organization from top to bottom – from how we present who we are to a worldwide audience, to how we connect with people, whether it be in-person or online,” adds Pinsky.
Part of 92NY’s global ambitions includes a new online platform to serve their content to communities around the world— noting that pre-pandemic The 92nd Street Y welcomed approximately 300,000 in-person visitors each year— a fraction of the six million streaming views from two hundred countries their programming generated online.
The organization’s $200 million redevelopment plan for its campus, located at the corner of East 92nd Street and Lexington Avenue, includes a complete renovation of the Buttenweiser hall, 92NY’s second public performance space, as well as construction of a new dance center and an upgraded gym facility.
Describing itself as a proudly Jewish organization, The 92nd Street Y, New York, has served NYC for nearly 150 years, welcoming people of all kinds to the cultural and community center on the Upper East Side.