Village Alliance Launches $2 Million “Project Green” Campaign to Transform Village Streetscape
Comprehensive, districtwide streetscape initiative to add green infrastructure to enhance beauty and health of globally recognized neighborhood.
New York, NY — The Village Alliance Business Improvement District (BID) today announced the launch of Project Green, a five-year, $2 million fundraising campaign to dramatically increase greenery across one of the city’s most vibrant neighborhoods, Greenwich Village. The ambitious initiative will fund the addition of enhanced tree beds, large tree planters, classic shrub planters, and new pocket parks among the neighborhood’s sidewalks, plazas, and public spaces.
“Green spaces are more than beautification; they’re essential infrastructure for a healthier, more sustainable, and more welcoming Village,” said Scott Hobbs, Executive Director of the Village Alliance. “Project Green is an investment in our streets—helping the Village catch up to other neighborhoods, strengthening our local businesses, and ensuring this world-renowned district remains a vibrant, must-visit destination.”
Project Green — the Village Alliance’s first comprehensive streetscape initiative in over 20 years—will transform the streetscape with new greenery and safety enhancements across the district. Planned improvements include:
120+ Enhanced Tree Beds: Improving street tree health and adding greenery.
110+ Pedestrian Safety Planters: Placed along commercial corridors and bulbouts to improve sightlines, calm traffic, and increase pedestrian safety.
100+ New Shade Trees in Large Planters: Bringing shade and greenery to corridors where underground infrastructure prevents traditional tree beds.
The Village Alliance envisions a network of lush, vibrant streets where greenery frames historic architecture and burnishes Greenwich Village reputation as a destination for culture and commerce; the district is world-renowned for charming historic streets, Michelin-rated restaurants, and a majority of independent businesses (four of every five businesses in the neighborhood are independently owned). The initiative will reap significant benefits:
A Welcoming Streetscape: Improvements will attract foot traffic, support local businesses, and keep the Village competitive with other neighborhoods.
Community Connection: Green, vibrant public spaces encourage walking, social interaction, and neighborhood pride.
A World-Renowned Destination: Enhancements ensure the Village remains an iconic destination for New Yorkers and visitors from around the globe.
Cleaner, More Comfortable Streets: Plantings and shade improve air quality and make walking more enjoyable.
Lasting Neighborhood Investment: Thoughtful streetscape improvements strengthen the district today and for future generations.
“BIDs are the city’s public realm avengers taking on the day-to-day work to keep public spaces in the city’s busiest commercial districts vibrant and inviting,” said Ya-Ting Liu, Chief Public Realm Officer for the City of New York. “I want to thank and congratulate the Village Alliance for their steadfast leadership and work to deliver public realm improvements for residents and visitors alike.”
Early commitments to the campaign include major contributions from New York State Senator Brian Kavanagh, who has secured state funding to jumpstart the effort, New York University, and Buchbinder & Warren.
“Part of the Village’s charm is its abundance of beautiful, walkable streets,” said New York State Senator Brian Kavanagh, who represents Greenwich Village. “Project Green will enhance these qualities throughout the neighborhood by adding trees and other greenery to provide shade and cleaner air, and infrastructure to calm traffic and protect pedestrians. This initiative will help ensure that residents and visitors will continue to enjoy this iconic neighborhood and support our local businesses for years to come. I am glad to be able to provide a $150,000 grant, and I look forward to continuing to work with the Village Alliance and the community as Project Green comes to fruition!”
“The Village Alliance’s Project Green initiative is a vital investment in environmental sustainability, one that will further beautify the Village, help boost foot traffic, and ultimately drive growth for our valued local businesses,” said Arlene Peralta-Avila, Assistant Vice President of Community Engagement at NYU. “The project also enhances our shared public spaces, helping to transform them into more vibrant and inviting streetscapes that we can all enjoy. For all these reasons, NYU is a very proud supporter of this important initiative.”
This campaign builds on the Alliance’s history of transforming public spaces and reimagining the Village’s streetscape.
“Village Alliance has a proud legacy of investing in our streets thanks to the work of our previous executive directors — from Honi Klein’s addition of historic lamp posts on 8th Street to William Kelley’s work to transform Astor Place from a traffic island into one of the city’s most popular plazas,” Hobbs said. “Project Green continues that legacy, bringing improvements to every corner of our district. By raising outside support, Project Green ensures these changes don’t add to the burden on small businesses—who already fund our district’s sanitation and safety services — but instead complement their ongoing commitment to the neighborhood.”
The Village Alliance invites individuals, businesses, and institutions to join the effort. Donations can be made online at villagealliance.org/projectgreen. Naming opportunities are available for major gifts, including sponsorship of tree plantings, gardens, and public seating areas.