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The New York Convention Center Operating Corp., which operates the Javits Center, has joined with Levy Convention Centers and CxRA to announce the launch of a new hospitality brand at the Javits Center called Cultivated.

The brand’s mission: reshape and reimagine the food and beverage experience throughout the iconic venue on Manhattan’s West Side. Cultivated will enhance the hospitality experience with elements rooted in the Empire State, including more New York ingredients and producers, as well as unique dining presentations, products sourced on-site and signature high-end catering for the largest and most exclusive events in New York City.

Cultivated will complement the dynamic new spaces of the soon-to-be expanded convention center, which are scheduled to open in 2021 and generate additional economic activity for the New York region. As part of the 1.2 million-square-foot expansion project at the north end of the Javits Center campus, a rooftop pavilion and outdoor space will be constructed, along with additional kitchens, multiple food preparation stations and 27 loading docks, all designed to transform the on-site catering experience with efficiency and elegance. The expansion project is part of Governor Andrew M. Cuomo’s statewide infrastructure plan, under which critical transportation hubs and facilities across New York State are being upgraded in order to spur job creation and economic activity.

“We are thrilled to announce the launch of this new hospitality brand, Cultivated, which illustrates our strong connection to New York and our mission to host unique events and experiences that support our economy and foster the sharing of ideas that move this city, this state and this world forward,” says Alan Steel, president and chief executive officer of NYCCOC. “The definition of cultivated means to nurture and grow, and therefore, the essence of this new brand reinforces our commitment to supporting our customers and our community so every living being can reach its full potential. The Javits Center is centered around the concept of a future undefined and ever-changing, and this new hospitality program serves as an exciting way to explore how that future will look, feel and taste.”

“What makes this partnership so exciting is that we truly share the belief that convention centers can be agents of culinary change,” says Andy Lansing, president and chief executive officer of Levy. “We’re rolling up our sleeves and working closely with the restaurants, purveyors, farms, and community organizations that define New York’s culinary scene. Anyone who visits Javits Center should leave feeling like they experienced the best the city and state have to offer.”

All event managers, exhibitors and attendees at the Javits Center will now be served by the Cultivated team, including the creation of new menus, a new microsite dedicated to advanced and on-site catering services and a new leadership team with decades of hospitality experience at convention centers across the United States and exclusive dining events involving the world’s largest and most iconic brands

Cultivated will also play a pivotal role in the success of a one-acre rooftop working farm being constructed as part of the expansion project. When completed, the farm is expected to produce up to 40,000 pounds of fruits and vegetables, which will be directed to the convention center’s kitchens where Cultivated staff will create a true roof-to-table experience for customers throughout the year. Brooklyn Grange will manage the farm and work closely with the Cultivated culinary team.

Known as the “Marketplace for the World,” the Javits Center was originally designed by I.M. Pei & Partners and opened in 1986. The iconic facility has since become New York City’s primary venue for large conventions, tradeshows and special events and serves as home to many of the world’s top 250 trade shows, hosting millions of visitors a year. These events generate more than $2 billion in economic activity and support more than 18,000 jobs a year. Located on 11th Avenue between West 34th and West 40th streets in Manhattan, the Javits Center has 760,000 square feet of flexible exhibition space, 102 meeting rooms and four banquet halls, as well as a range of technology services, including state-of-the-art WiFi capabilities. For more information, visit javitscenter.com.

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