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Industry Star of the Month

Liz Carollo, Greenmarket

Liz Carollo April 1, 2007 - With temperatures rising throughout Gotham, New Yorkers are beginning to spend more and more time outdoors. One of the areas that will see heavy commuter traffic in the coming months is Union Square.

Its charming park space, dog park, and market location draws pedestrians like a magnet. Film and television productions are attracted to it as well, since this location and other outdoor market areas in the five boroughs, have become bustling centers of activity.

Liz Carollo is the publicity coordinator for Greenmarket, the city organization that promotes regional agriculture and oversees these open air bazaars. With 45 markets throughout the five boroughs, Carollo’s sphere of responsibility covers quite a bit of real estate.

Interestingly, Carollo didn’t have much metropolitan experience when she began her career in the Big Apple. In fact, she worked for non-profit organizations in Portland, Oregon and Gainseville, Florida.

“I studied parks & recreation in college,” said Carollo. “I really love working for a non-profit and working with a community. Those are my primary focuses. But when I moved to the city, I fell into it and was looking for it all at the same time.”

As publicity coordinator, Carollo coordinates filmmaking in these open-air markets and promotes Greenmarket’s goals. While she was comfortable working with non-profit, agricultural groups, “publicity is something I never thought I’d be good at. But I love the program (in New York City),” said Carollo. “And when you promote something you love, it’s really easy.”

Carollo sees film and television shoots in these areas as positive, and promotes the industry participating in this area. “From PBS and the Food Network, to students doing documentaries at NYU -- we love filming in our markets,” said Carollo. “It promotes regional agriculture and open space. They [film and television productions] are doing our job for us! As long as productions follow the rules, we’re more than happy to accommodate them.”

But for the many productions interested in shooting in NYC’s open markets, what kind of rules do they need to follow? “First and foremost,” said Carollo, “we have to remember that these [market vendors] are businesses. These markets are a farmer’s livelihoods. We need space for customers and farmers to be able to talk. Productions cannot get in the way of that. It’s a matter of common courtesy.”

Filmmakers wishing to shoot in those areas should also contact the Mayor’s Office of Film, Theatre and Broadcasting.

To learn more about Greenmarket, click here.

Industry Star


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Sharon Jensen, The Alliance for Inclusion in the Arts
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Tim Tompkins, Times Square Alliance
Erika Feldman, Theatre Row
Vin Lenza, Staten Island Development Corporation
Tristan Assent, "Made in NY" PA
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