Small Business Development
Who's Behind The Fence?
Business is still booming — if you know Who's Behind The Fence... a community campaign shining a light on East Harlem's Second Avenue businesses throughout the subway construction and beyond.
COMMUNITY IMPACT
Who's Behind The Fence?
Who’s Behind the Fence? is an interactive video series that invites viewers to guess the identity of local East Harlem businesses impacted by the Second Avenue Subway extension. Through a series of clues, such as storefront details, street numbers, and unique features, audiences are challenged to uncover the business hidden behind the construction fencing. The series raises awareness of local businesses, encourages community engagement, and highlights the entrepreneurs who help make East Harlem vibrant and unique.
10+
BUSINESSES FEATURED
25
BLOCK FOOTPRINT
2,500+
People Reached
Featured Businesses
Who’s Behind The Fence?
These East Harlem businesses are open, thriving, and ready for your visit. Get to know them and watch our "Who's Behind The Fence" series.
Food & Drink
Who's Behind The Fence: Go Donuts
We're highlighting local businesses impacted by Second Avenue construction and encouraging everyone to shop local. Stop by and support this amazing small business!
Services
Who's Behind The Fence: Cristal Flowers
We're highlighting local businesses impacted by Second Avenue construction and encouraging everyone to shop local. Stop by and support this amazing small business!
THE CORRIDOR
Second Avenue, 100th–125th St
The Who's on Second? campaign focuses on businesses located between 100th Street and 125th Street on Second Avenue, and along 125th Street between Second Avenue and Lexington Avenue.
This 25-block corridor is the heart of East Harlem's commercial activity on the east side of the neighborhood — and it's been significantly impacted by the Second Avenue Subway extension construction. The campaign ensures these businesses stay visible, connected, and supported throughout the disruption.
Second Avenue Subway Extension
Phase 2 construction impacting street access & foot traffic on 2nd Ave
Business Eligibility
Businesses located on Second Avenue from 100th–125th Street and along 125th Street between Second and Lexington are eligible to participate.
Free Community Campaign
Businesses receive promotion through the website, neighborhood marketing, social media, and community events at no cost.
CAMPAIGN AREA
Second Avenue Corridor
East Harlem, New York City
HOW IT WORKS
Keeping Business Visible
Who's on Second? uses a multi-pronged approach to keep foot traffic flowing and customers informed during construction.
Signage
Eye-catching Who’s on Second? window clings and banners help passersby identify participating businesses instantly.
Digital Spotlights
Business profiles shared across social media channels reach thousands of East Harlem followers and beyond.
Events & Pop-Ups
Campaign-branded events drive new customers to the corridor and remind the neighborhood that these doors are open.
Storytelling
Each featured business receives a profile that shares their story—not just what they sell, but who they are and why they matter to East Harlem.
GET FEATURED
Is your business on Second Avenue?
If your business is located between 100th and 125th Street on Second Avenue — or on 125th Street between Second Avenue and Lexington — you're eligible to join the Who's on Second? campaign for free.
1
Fill out the interest form and we'll confirm your eligibility.
2
Our team visits to photograph your business and hear your story.
3
Your business gets a digital spotlight, campaign signage, and a feature on this page.
QUESTIONS? EMAIL US DIRECTLY
Contact our Economic Development team at EconomicDevelopment@UnionSettlement.org
Apply to Join the Campaign
Free for eligible Second Avenue businesses.
Complete Interest Form
To get your business featured in our campaign complete the following form by clicking the button below.
Get Featured
