Shea Moisture hosts promotional event at Astor Place Plaza next week

The Manhattan Community Board 2's Street Activities and Resiliency Committee meeting on June 2, 2025, focused on two main topics: sidewalk permits for local events and a new promotional pop-up event at Astor Place Plaza.

The meeting began with discussions regarding sidewalk permits for an upcoming event. A representative highlighted that their sidewalk permit should have covered the first weekend of June, but issues arose with a second application that only included loadout dates. The committee expressed concerns about the management of sidewalk space, emphasizing the need for compliance to avoid disrupting pedestrian traffic. A member noted the importance of maintaining the historic district's sidewalks and urged event organizers to ensure that lines do not extend beyond designated areas.

The second major topic was the Shea Moisture pop-up event scheduled for June 11 at Astor Place Plaza. The event aims to promote the beauty brand without launching new products. It will run daily from 12 PM to 6 PM and is open to the public. The event will feature a newsstand, brand ambassadors, and demonstrations of hair products, but no celebrities or extensive promotions are planned. Security measures will be in place, and the event will include giveaways such as cosmetic bags and samples.

Committee members expressed their support for the event while also stressing the importance of minimizing noise and disruption in the area. The organizers assured that amplified sound would be limited and that they would coordinate with local authorities to ensure compliance with regulations.

Overall, the meeting underscored the committee's commitment to balancing community needs with promotional activities, ensuring that local events enhance rather than hinder the neighborhood's livability. The Shea Moisture event is expected to attract foot traffic while adhering to guidelines set forth by the committee.