Gross explains targeted outreach to immigrant business communities
Gross says SBS targeted neighborhoods with high concentrations of immigrant-owned businesses. She says SBS wanted to engage cultural capitals and also support communities facing a perceived slowdown from federal immigration enforcement.
Chair, could I just add, without the dashboard, we made sure we were in neighborhoods with high concentrations of immigrant-owned businesses.
We were really trying to think of two goals.
One, all the cultural capitals of immigrant communities in New York City that were mobilized and
enthusiastic about the World Cup, so making sure those folks who we knew naturally were planning on watch parties to celebrate their countries and communities were engaged and knew of how to get onto tourism's calendar, how to get onto the host committee's welcome rewards program,
and all of those other services.
And the other goal here was we know there was a very real perceived slowdown in many immigrant communities following.
the non-local law enforcement activities across the city.
And so we also then targeted and made sure that the same immigrant communities that faced some slowdown because of federal threats were the same communities that were benefiting from the activities of the World Cup.
That's where, without any dashboard, we were deploying all of our outreach resources.
Thank you.
I appreciate it.