BRV founded the 34th Street Partnership in the 34th Street retail district in Midtown Manhattan. BRV managed the design, financing, and installation of capital improvements. The “first generation” of improvements was installed between 1994 and 1997; since that time, BRV has continuously upgraded the various streetscape elements, with innovations like applying LED technology to street signs. BRV also redeveloped Herald and Greeley Square parks as a part of this project and continues to manage and operate these public spaces.