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Gates Unfurling Brings New Visibility for NNYN
The unfurling of the Gates and subsequent media coverage
has brought new visibility to NNYN and its mission. It has established
Nurture New York's Nature as a significant player in the city's
urban ecology.
Major media such as The New York Times and The Washington Post
have been prominent in reporting that the proceeds from the
sale of "Gates"related material such as prints, posters and
books will go to Nurture New York's Nature. And a slew of other
media including financial media and the trade press have not
been far behind.
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The
New York Post reports that the " Artists Christo and Jeanne-Claude
who paid for the installation by selling $20 million worth
of original works of art aren't taking a cent from any
merchandising efforts, pledging proceeds to nonprofit
groups, including the Conservancy and Nurture New York's
Nature, an environmental group. "They love the park and
they want it to be preserved and taken care of," said
a spokeswoman for the artists.
For the past two years, the husband-and-wife team, known
for not granting merchandising rights, have given all
income from signed Gates prints - which are selling for
$280 to $450 - to Nurture. Cash will continue to flow
into the organization's coffers until the last print is
sold - which may not take long, said Rashida Abdulmalik,
a Nurture consultant.
"They're not staying on the shelves at all," she said.
Already thousands of posters have been sold online and
five of 19 editions are sold out, Abdulmalik said. She
added that a $65 book about The Gates has also sold out.
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Hotels
surrounding Central Park, with their sweeping views, are
brimming with Christo fans. The rooftop garden of the
Metropolitan Museum of Art, typically closed in winter,
will be open for the duration of the event, and those
wishing to take home more than a memory of "The Gates"
will be able to purchase T-shirts, postcards and other
souvenirs, with proceeds being donated to Nurture New
York's Nature and the Central Park Conservancy.
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While
retaining aesthetic and quality control of products related
to their projects, they derive no income from them. Proceeds
from "Gates" materials, for example, will go to the nonprofit
Nurture New York's Nature, which supports urban ecology
awareness projects. |
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The
installation has an economic life, too. It has generated
more than 1,000 temporary jobs. It will probably lure
hundreds of thousands of tourists who will buy meals and
Broadway tickets. Sales of related posters and merchandise
will benefit the nonprofit organizations Nurture New York's
Nature and the Central Park Conservancy. |
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But
the Christos, who say they have felt a connection with
Central Park since the days when their child climbed on
its rocks, are taking further steps to ensure that New
York benefits from the installation For the first time,
they are allowing third parties to use their work in commercial
ventures on coffee mugs, sweatshirts and books. The proceeds
will go to Nurture New York's Nature, an urban ecology
group. |
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As
the installation opened, Christo and Jeanne-Claude, both
69, said they had recouped nearly all of the cost and
were sure of earning the rest without accepting any sponsorships
or donations, as is their custom. Some of the proceeds
are being donated to the Central Park Conservancy and
Nurture New York's Nature Inc., which also is getting
profits from the sale of a $295 Hermes silk commemorative
scarf. |
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