For Immediate Release
Contact: Liana Hawes
718-855-9854
liana@hawesgroup.com

NEW DOORWAY LIGHTING WELCOMED BY BROOKLYN BUSINESSES
Modern Lighting Expected To Increase Foot Traffic On Atlantic Avenue

Brooklyn, New York - June 14, 2004 -Within one month of announcing "Lighting The Boulevard," a plan to illuminate 150 Brooklyn doorways with state-of-the art light emitting diode (LED) technology donated by OSRAM SYLVANIA, the Atlantic Avenue Local Development Corporation (LDC) has received an overwhelming response for installation from merchants and building owners. The LED-based module can provide illumination for up to 10 years on building exteriors and can help owners to decrease energy costs. The effect of the new modern luminaires is expected to attract visitors and increase foot traffic on Atlantic Avenue, one of Brooklyn's most popular retail districts.

Lighting The Boulevard is now fully subscribed for a pilot block implementation of the program with funds secured for installation at 10 storefronts, located on Atlantic Avenue between Hoyt and Bond Streets in the historic landmark district of Boerum Hill. The plan comes on the heels of a separate street lighting upgrade for the same area, sponsored by the LDC working with New York City's Department of Transportation. This prior installation replaced the fixtures in many of the Avenue's historic streetlamps in April 2004.

"A master plan study of the area found that Atlantic Avenue currently suffers from gaps in streetscape amenities, including street trees and lighting," said Candace Damon, president of the LDC. "This project heeds the recommendation of the master plan for storefront lighting as a priority toward highlighting the historic character while enhancing the safety and image of the Avenue for the area's more than 40,000 residents. This project also means driving retail foot traffic to local merchants." Damon added.

"The simple gesture of a light in each doorway can make a big difference in the overall welcoming quality of the street," said lighting artist Leni Schwendinger, chosen by the LDC to conceptualize and design this novel program. "Individual property ownerS can make a contribution to his or her neighborhood with lighting and in turn, I think we'll will see more visitors who are enjoying the Avenue's nighttime experience," she added. Schwendinger is currently working to develop a customized "family of fixtures" for Atlantic Avenue. A preliminary rendering was unveiled in May 2004.

The LDC is currently identifying additional funding sources to extend the installation over a two-year period to doorways on other blocks of a one-mile stretch of Atlantic Avenue from Hicks Street in Brooklyn Heights to 4th Avenue in Boerum Hill. The design would create an illuminated retail corridor between the southern end of Brooklyn Bridge Park and the western edge of Fort Greene and the Brooklyn Academy of Music (BAM) Cultural District.

About the Atlantic Avenue Local Development Corporation (LDC)

The LDC is a Section 501(c)(3) not-for-profit organization committed to the economic development of the Atlantic Avenue area from Fourth Avenue to the East River waterfront in Brooklyn, New York. The Atlantic Avenue Master Plan was sponsored by the Atlantic Avenue Leadership Conference, a collaboration of 50 local community groups and businesses including the Atlantic Avenue Local Development Corporation. For information, please call 718-875-8993 or email atlanticave@atlanticave.org.

About OSRAM SYLVANIA

Located in Danvers, Mass., OSRAM SYLVANIA is the North American lighting operation of OSRAM GmbH. It is the second-largest lighting and materials enterprise in the world, serving customers in more than 140 countries. OSRAM SYLVANIA manufactures and markets a wide range of lighting products, including automotive, electronic and magnetic ballasts, and precision materials and components for industrial and commercial users, original equipment manufacturers and consumers, sold primarily under the SYLVANIA brand name, but also under the OSRAM brand. OSRAM SYLVANIA also offers lighting systems installation and maintenance services. For further information, visit www.sylvania.com.