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For 30 years, the Broadway Mall Association (BMA) has worked to beautify and maintain the malls. Founded initially as a community organization in 1980 by Eugene Hide to address neglect of the malls stemming from the City’s fiscal crisis of the 1970s, the BMA became a not-for-profit organization in 1987. Today, BMA remains committed to carrying out Eugene Hide’s vision of the Broadway malls as a beautiful stretch of greenery uniting the diverse neighborhoods along Broadway.
Broadway Mall Association serves millions of New Yorkers who live and work in the Upper West Side, Morningside Heights, West Harlemand Washington Heights. BMA also works to plant the seeds of economic development by upgrading and maintaining the malls and by providing winter lighting and public art exhibitions along upper Broadway.
To carry out its mission, BMA has forged strong relationships with government agencies, local business leaders, and other not-for-profit organizations. The Lincoln Square Business Improvement District has primary responsibility for planting and maintaining the malls from 60th to 70th Street; the Goddard Riverside Community Center Green Keepers and the Doe Fund provide on the job training in landscaping, and the Community League of the Heights works to mobilize businesses and residents uptown to support the maintenance and lighting of the malls.