LMDC President Kevin Rampe at the "Explore Chinatown" launch

From inside the chandeliered dining room of H.S.F. restaurant -- located at 46 Bowery -- NYC & Company, the Lower Manhattan Development Corporation (LMDC), the September 11^th Fund, and local community and business leaders formally launched "Explore Chinatown" last week, a new marketing campaign intended to increase the number of tourists visiting Chinatown as well as rebuild and improve the neighborhood's economy.

Located on the east side of Lower Manhattan, New York City's Chinatown is the largest in the country, with over 200 restaurants and bustling streetscapes jam-packed with everything from tea parlors to Asian bakeries, traditional herbal-remedy stores to jewelry shops. Following the terrorist attacks on September 11, 2001, however, the lively, colorful downtown community suffered severe economic impact.

Now, "Explore Chinatown" hopes to assist the neighborhood in its recovery, convincing tourists to come down and explore the area's history and heritage, its eateries, shops, and attractions.

NYC & Company -- the city's official tourism marketing organization -- is coordinating the two-year campaign. The effort is funded by the LMDC and the September 11^th Fund, which each provided $1 million for the initiative.

Marketing strategies for the campaign include the creation of a Web site -- www.ExploreChinatown.com-- which will offer information about the historic neighborhood, suggested itineraries, a calendar of events, and cultural activities. Also, a visitor information kiosk will be built in Chinatown, stocked with material about the area's dining, entertainment, and shopping opportunities, and "Explore Chinatown" brochures will be disseminated throughout the city.

Cristyne Nicholas, President & CEO of NYC & Company

A local advisory committee will also participate in the effort. Representatives from Chinatown's businesses, civic groups, and cultural institutions will take part in the initiative, including personally visiting businesses to explain the effort and encourage participation. Already, more than 85 businesses have joined the campaign.

In celebration of the "Explore Chinatown" kick-off this morning, a traditional Chinese Lion Dance paraded through the press conference. Pounding drums and the sharp clash of cymbals accompanied the dance as two performers maneuvered the decorative lion through the crowd.

Following the entertainment, LMDC President Kevin Rampe addressed the audience, saying that Chinatown has been, "an integral part of our revitalization process."

The campaign, Rampe said, "will highlight the treasures of this neighborhood."

Cristyne Nicholas, President & CEO of NYC & Company, next spoke, noting that tourism is a $21 billion industry in New York City.

"This is still a vibrant industry," she said, "but not nearly enough comes to Chinatown. That will all change starting today."