Press Releases

Staten Island Beach Fest to Launch Saturday, July 19 and Run All Summer Through Labor Day Weekend

Giant Sandcastle Sculpting, Fitness Classes, Farmers Markets,

Food Samplings and Live Music Planned for NYC Residents & Visitors

NEW YORK—July 14, 2014—The Berman Group, Inc., in partnership with New York City Economic Development Corporation (NYCEDC), the New York City Department of Parks and Recreation, and the New York City Mayor’s Office of Recovery and Resiliency, is pleased to announce the launch of Staten Island Beach Fest, a series of activities and special events open to all New Yorkers and visitors every weekend from Saturday, July 19, 2014 through Labor Day (September 1, 2014) at Midland Beach.  Programming is geared to all ages and includes large-scale sandcastle sculpting, musical performances, culinary events, fitness classes and more. Details can be found at

"By activating underutilized beachfront, we are creating economic momentum for Staten Island’s East Shore communities, while also providing recreational opportunities and key amenities on Staten Island’s underutilized beaches, especially as we continue to recover from Hurricane Sandy,” said NYCEDC President Kyle Kimball.  "Providing New Yorkers with access to the waterfront is a continued priority, and through this programming we hope to introduce even more people from all over to this stretch of Staten Island's beaches."

"Staten Island's beaches are back and will be livelier than ever thanks to fun new family programming," said NYC Parks Staten Island Commissioner Adena Long. "These events show that our beaches have so much to offer and provide a host of opportunities and possibilities."

Giant Sand Sculptures, Zumba, Ice Cream Samples and More!

In an effort to reactivate Staten Island’s beachfronts, Staten Island Beach Fest will host activities and events each weekend, creating opportunities for New Yorkers and additional economic activity on Staten Island.  Staten Island Beach Fest will include some of Staten Island’s favorite brands and local organizations, including giant sandcastle sculpting and instruction by Matt Long; energizing Zumba classes by Charulata & Frank of Flashmob Fitness Crew; free ice cream sampling from Ben & Jerry’s; and fresh, local produce at the Culinary Kids Farmers Market, among other featured partners and activities. New York City residents and visitors are encouraged to visit Midland Beach to participate in a wide array of summer fun for the whole family! A sneak peak of the events to come is as follows:

Opening Weekend Highlights

On Saturday, July 19, Matt Long will kick off Staten Island Beach Fest as he begins to build a massive sandcastle and provides an interactive lesson on how to sculpt large-scale, highly-detailed sand sculptures while Ben & Jerry’s passes out complimentary ice cream samples and the Love Bomb Band performs a live concert from 1 pm to 3 pm. On Sunday, July 20, Zumba dance classes by Charulata & Frank of Flashmob Fitness Crew will take place from 11:30 am to 12:30 pm, guests can explore the Culinary Kids Farmers Market from 11:30 am to 3 pm, Matt Long will continue to build a remarkable sandcastle and provide tips and tricks to sand sculpting from 9:30 am to 1:30 pm and Brothers Entertainment DJ Company will hit the stage from 1 pm to 3 pm.

Calendar Highlights

Upcoming Staten Island Beach Fest events will include: live DJ performances from DJ Dan and Brothers Entertainment DJ Company, live music with Squeaky Clean Cowboy Band, fitness classes from L-Shaw Fitness, Zumba by Charulata & Frank of Flashmob Fitness Crew and NYCEDC Staten Island Storefronts winner Exercise My Mutt (fitness for your dogs!), more Culinary Kids Farmers Markets and more! 

“Here are yet more opportunities for free summer activities at the beach,” said Borough President James S. Oddo. “In addition to all that has already been announced, the Staten Island Beach Fest will bring a whole host of additional activities, including concerts, fitness classes, opportunities to purchase fresh local produce, and sand sculpting. I have said it before and I will say it again; there is no need to leave Staten Island to have fun in the sun.”

“I am glad that we can bring some amenities to the Midland Beach area this summer,” said Councilmember Steven Matteo. “While the continuing effort to get people back into their homes remains our primary focus for our waterfront communities, we cannot forget that we have an incredible asset in the boardwalk that could be an engine for growth in these areas.”

"Since Hurricane Sandy, we have worked really hard to rebuild the waterfront for all to enjoy,” said Assemblywoman Nicole Malliotakis.  “Staten Island Beach Fest is a great addition to the long list of activities from live music to fitness that our beachfront has to offer. It is this type of attraction and economic activity that's making Staten Island the best it has ever been."

The Berman Group was selected to reactivate Staten Island’s public beachfronts after its successful implementation of Water Street Pops! last summer.  A series of activities throughout the summer to revitalize the Water Street district in Lower Manhattan after Hurricane Sandy, Water Street Pops! summer events attracted over 50,000 participants and returned for a successful winter series with various programs and activities in the area.

For a full Staten Island Beach Fest calendar of events, please visit

In June NYC Parks officially opened the Fantasy Shore children's amusement park, which, along with Staten Island Beach Fest, stems from the Staten Island Beachfronts Request for Expressions of Interest (RFEI), issued by NYC Parks and NYCEDC, in coordination with the New York City Mayor's Office, last November.  In response to the RFEI, the City received innovative proposals from Staten Island organizations and businesses, which included ideas for the amusement park, Staten Island Beach Fest and other family events, food concessions, and art performances.

The Fantasy Shore amusement park will be open daily  from 11:00am – 9:00pm through Labor Day. The amusement park features the Verrazano Viper, a family roller coaster and the only coaster on Staten Island; the Midland Beach Pro Tow, a children’s freefall ride; Teaside Seacups, the classic spinning tea cup ride; and Staten Island Railroad, a train ride for all ages. For more information please visit  This summer, the Parks Department will also be issuing a Request for Proposals (RFP) for the development and operation of a high quality cafe and snack bar at Midland Beach. Anyone who would like more information on this business opportunity, would like to join the electronic mailing list for RFP notifications, or has ideas for other business opportunities along New York City's beaches, can contact Parks' Revenue Division at [email protected].

About Staten Island Beach Fest

Staten Island Beach Fest is one of a number of responses to the Staten Island Beachfronts RFEI, which sought innovative proposals to reactivate eight of Staten Island’s public beachfronts and open spaces, from South Beach to Conference House park, and strengthen long-term economic recovery and resiliency to help areas impacted by Hurricane Sandy continue to recover and reemerge as destinations for residents and visitors.  Staten Island’s miles of continuous public waterfront comprise one of the borough’s greatest natural and recreational assets, attracting two to three million annual visitors to its many beaches, parks, fields and open spaces, which offer swimming, fishing, boating, picnicking, boardwalks, promenades, bike lanes and other recreational opportunities.


New York City Economic Development Corporation is the City's primary vehicle for promoting economic growth in each of the five boroughs. NYCEDC's mission is to stimulate growth through expansion and redevelopment programs that encourage investment, generate prosperity and strengthen the City's competitive position. NYCEDC serves as an advocate to the business community by building relationships with companies that allow them to take advantage of New York City's many opportunities. Find us on Facebook or follow us on Twitter, or visit our blog to learn more about NYCEDC projects and initiatives.

About the New York City Department of Parks & Recreation (NYC Parks)

NYC Parks is the steward of approximately 29,000 acres of land — 14 percent of New York City — including more than 5,000 individual properties ranging from Coney Island Beach and Central Park to community gardens  and Greenstreets. NYC Parks operates more than 800 athletic fields and nearly 1,000 playgrounds, 550 tennis courts, 66 public pools, 48 recreational facilities, 17 nature centers, 13 golf courses, and 14 miles of beaches. The department cares for 1,200 monuments and 23 historic house museums. It looks after 650,000 street trees, and two million more in parks. NYC Parks is New York City's principal provider of recreational and athletic facilities and programs. The department is home to free concerts, world-class sports events, and cultural festivals.

About the Office of Recovery and Resiliency (ORR)

Mayor Bill de Blasio announced the establishment of the Office of Recovery and Resiliency (ORR) in March 2014 in order to recover and rebuild after Hurricane Sandy and prepare for long-term risks. ORR is tasked with improving the City’s activities by enhancing policy and planning coordination, as well as implementing strategies of long-term climate resiliency efforts among City agencies, while also incorporating resiliency into how the City operates; by expediting efforts to secure additional federal funding for resiliency upgrades; by continuing to collaborate on state and federal recovery and resiliency planning processes to maximize investment in New York City; and by expanding economic opportunity for New Yorkers and aligning workforce development and local hiring into every recovery and resiliency project.

About The Berman Group

The Berman Group has built a reputation as one of the top results-oriented integrated marketing firms, offering a full range of business communications services to business-to-business clients.  The Berman Group’s team of in-house creative professionals works with clients to strengthen corporate identity, produce high-impact brochures and direct mail pieces, develop targeting advertising and media relations, interactive campaigns as well as to plan special events aimed to reach target audiences.  The firm’s website can be found at


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