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Small Business Development

Who's On Second?

Business is still booming — if you know Who's on Second? ... a community campaign shining a light on East Harlem's Second Avenue businesses throughout the subway construction and beyond.
COMMUNITY IMPACT

About Who's On Second?

Who’s on Second? campaign shines a spotlight on the small businesses that make Second Avenue unique and vibrant as they navigate the impacts of the Second Avenue Subway extension. Through the voices of East Harlem residents, the campaign celebrates local establishments by showcasing favorite neighborhood businesses and highlighting the products, services, and experiences they bring to the community.
10+
BUSINESSES FEATURED
25
BLOCK FOOTPRINT
2,500+
People Reached
Featured Business Videos

Who’s On Second? (Videos)

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.
Shopping

Who's On Second: Xclusive Arrivals

We're highlighting local businesses impacted by Second Avenue construction and encouraging everyone to shop local. Stop by and support this amazing small business!
Xclusive Arrivals
2132 2nd Avenue
New York, NY 10035
Xclusivearrivals.com
Services

Who's On Second: 116 Flower Shop

We're highlighting local businesses impacted by Second Avenue construction and encouraging everyone to shop local. Stop by and support this amazing small business!
116 Flower Shop
232 E 116th St
New York, NY 10029
www.the116flowers.com
Food & Drink

Who's On Second: Janie's Life Changing Baked Goods

We're highlighting local businesses impacted by Second Avenue construction and encouraging everyone to shop local. Stop by and support this amazing small business!
Janie's baked Goods
2118 2nd Avenue
New York, NY 10029
Janiebakes.com
Food & Drink

Who's On Second: Nocciola Ristorante

We're highlighting local businesses impacted by Second Avenue construction and encouraging everyone to shop local. Stop by and support this amazing small business!
Nocciola Ristorante
237 East 116th Street
New York, NY 10029
Visit on Instagram
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.
Whos-on-second-East-Harlem
CAMPAIGN AREA

Second Avenue Corridor

East Harlem, New York City
HOW IT WORKS

Keeping Businesses 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.
SUPPORT LOCAL

Help Spread the Word

The best thing you can do for these businesses is visit them, share them, and tell your friends. Every customer who walks through the door during construction helps keep East Harlem's Second Avenue alive.