What happened in Florida is a good illustration of this desire to live like before. On March 20, during Spring Break, the city of Miami was invaded by 1.3 million young Americans. The mayor of Miami Beach immediately placed his city on a state of emergency with a curfew.
NYC: Not yet celebrating but gearing up
Time Square nicknamed "Crossroads of the World" looked like a ghost town during the pandemic. Between 42nd Street and 47th Street between Broadway and Seventh Avenue, traffic from April 2020 to 2021 increased from 33,143 to 105,000 visitors per day over the very sunny last weekend. 3, Times Square has just undergone a $25 million renovation.
Another pharaonic building site: TSX Broadway, the ultimate playground, precisely designed to offer unique services. It will feature an outdoor performance stage, an eleven-story shopping mall, a 669-room hotel featuring a restaurant with the largest terrace on Times Square. TSX Broadway is a truly unique project with a 46 story entertainment proposition… and an annual capacity of 15 million visitors.
Regarding beauty, in March ULTA opened a second flagship at 2 Herald Square (34th & 6th avenue), located opposite MACY’S. This flagship offers two dedicated spaces for the Benefit and Chanel brands as well as a mezzanine hair salon.
The post pandemic dynamism is well and truly here. And to prove it, Americans are again addicted to manicures, pedicure, and... botox. Medi-Spas like Tenoverton, Plump, or the Skin Laundry have reopened and are at 100% capacity. Consumers are getting ready for the « Summer Boom », and are making reservations massively and in advance in these places.
In the airports, XpressSpa saw the number of their customers fall to zero and decided to reconvert the 50 Spas located in 25 airports into Covid test centers (around 800 tests carried out per day) and vaccination centers. These first XpressCheck opened in New York JFK, Newark, Logan, Phoenix & Denver… Doctors & nurses have replaced beauticians.
We will never forget the ones who died from Covid, or the millions of jobs lost during the pandemic. Fully half of the small businesses have closed their doors for good. There is growing insecurity with gunfire in the city (+ 97%), crimes (+ 45%), burglaries (+ 42%)... and the list goes on.
But these are also fabulous opportunities to become a player in the city’s renaissance.