34th Street Today
As early as the late 1980s the neighborhood showed signs of improvement. In 1986, the "city's largest vertical mall", the Herald Center opened. Following Gimbels departure from the neighborhood in the same year, the Manhattan Mall, the bottom two floors of which are currently home to JC Penney, opened on the same site, reestablishing the district as a retail center.
In 1992, the 34th Street Partnership business improvement district was established to revitalize this 31 block area in midtown Manhattan. Five years later, in 1997, the 34th Street Partnership signed an agreement with the New York City Department of Parks and Recreation to rehabilitate and manage both Herald and Greeley Square parks. After massive renovations in 1998, the parks were reopened to the public in the spring of 1999.
The 34th Street Partnership continues to work with local property-owners, tenants, and city officials to make streetscape improvements in the district, as well as provide security and sanitation services, public programming, tourist assistance, and retail services.