Midland Avenue is a staple commercial corridor on the East Shore of Staten Island. The Midland Avenue Merchants Association hired the JGSC group to produce a report on best business practices going forward. Midland Avenue used this information to submit an application for the NYCEDC Game Changer grant, which awarded a total of $90 million to communities affected by Hurricane Sandy.
Midland Beach had visitors in 2012 (in the summer season prior to Hurricane Sandy). JGSC projected the visitor spending capacity of that group for retail goods and services to be $10.2 million. That amount would represent a doubling of the current annual retail spending on Midland Avenue. Also, the beach/recreational attendance is growing: the 2012 visitor number represents a 159% net increase over the 2011 total (135,870). This potential for market growth and business attraction is what brought the focus to Midland Avenue.