After graduating from Brown University, Sica worked as a speech writer for the New Jersey Commissioner of Transportation.
“I started off talking about potholes, which is a skill I still use today in DUMBO,” she said.
Sica continued to work in politics and communications, while simultaneously getting her Master's degree at the New York University Stern School of Business.
She started with the DUMBO BID just before the start of 2011.
One of the biggest challenges she faces in DUMBO, Sica said, is attracting an even amount of foot traffic during the day, at night and on weekends.
“DUMBO is kind of a magical place on the waterfront, there's a ton of amazing historical resources, the archway and sweeping views are magnificent,” she said. “So what we really try to do is highlight the neighborhood and bring foot traffic.”
One of her main areas of work with the BID is working with the 100 technology start-ups in DUMBO.
“We try to work with them to continue to grow their businesses around here,” Sica said.
During her first year, the DUMBO section of Brooklyn Bridge Park opened, with Jane's Carousel being the main attraction next to its views of the Manhattan skyline.
DUMBO was also the first neighborhood to go wireless in its streets.
Another focus of Sica's is bringing the neighborhood to life – including repairing cobblestones, encouraging cultural activity under the archway, helping organize festivals and opening pedestrian plazas.
“People are coming here as a destination, recently,” Sica said.
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