TriBeCa Synagogue

2023-2024

An urgent challenge.

TriBeCa Synagogue, a historic and cultural beacon in downtown Manhattan, was facing an existential crisis. With a significant decline in congregant numbers, a building in dire need of renovation, and an unclear path forward, the synagogue was at risk of losing its place in the community. The leadership recognized that without immediate and strategic action, the synagogue might not survive.

Before

After

Before

After

Before

After

Crafting a vision.

TriBeCa Synagogue needed more than just repairs; it required a renewed sense of purpose and a strategy to thrive in a rapidly changing world. Winston was brought in to guide this transformation, focusing on three key areas: architectural redesign, a comprehensive fundraising strategy, and community engagement.

Three steps to save the shul:

Designing a space with purpose:

Winston began by thoroughly evaluating the building’s current condition, identifying critical areas that required attention, such as accessibility, natural light, and acoustics. He then proposed innovative architectural solutions that repurposed underutilized spaces into vibrant, revenue-generating areas. These designs emphasized sustainability, flexibility, and the creation of inviting spaces that could accommodate a wide range of events, from religious services to cultural exhibitions.

Securing the future:

To fund TriBeCa Synagogue's critical renovations, Winston proposed selling its underutilized air rights, potentially worth $5 to $30 million. Recognizing the need for expert valuation, he recommended fundraising to cover legal fees. This approach is now under review, offering a sustainable solution to support the synagogue's future. Additionally, Winston facilitated a partnership with a top-tier fundraising agency, presenting a compelling vision that positioned TriBeCa Synagogue as a vital cultural and community hub. This partnership was key to securing the financial resources necessary for the synagogue’s transformation.

Building momentum:

Winston developed a comprehensive survey to gather insights from the community, ensuring that plans were deeply informed by their needs and desires. This data was instrumental in shaping a strategy that resonated with the broader community. With a clear understanding of the community’s vision, Winston spearheaded a rebranding effort that positioned TriBeCa Synagogue as a dynamic center for spirituality, culture, and social justice in downtown Manhattan. The new branding, coupled with strategic PR and outreach initiatives, was designed to engage a broader audience and strengthen the synagogue’s role in the community.

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A modernist landmark.

TriBeCa Synagogue, designed by William N. Breger in 1967, is a modernist landmark in Manhattan. Its geometric design and light-filled spaces reflect the era's progressive spirit, while serving as a vital community hub. Preserving this building ensures its enduring architectural and cultural legacy.

From challenge to triumph.

TriBeCa Synagogue has emerged from a critical juncture with a unified vision that honors its historic roots while meeting the needs of its community. Through strategic fundraising, thoughtful architectural design, and increased community engagement, the synagogue is now poised to secure the necessary funds for its renovation, ensuring its long-term sustainability. This transformation showcases the power of design thinking and collaboration, turning a struggling institution into a thriving center for faith and culture in New York City.