How Washington Square Park Conservancy Powers Its Mission from Industrious

For many nonprofits, office space is simply a logistical necessity: somewhere to plug in laptops, store files, and squeeze in meetings between fieldwork and fundraising. For the Washington Square Park Conservancy, its workspace at Industrious has become much more: a strategic hub that keeps it closely connected to one of New York City’s most iconic public spaces while freeing its small team to focus on what matters most.

The Conservancy, the nonprofit partner of NYC Parks for Washington Square Park, exists to support and steward the park through fundraising, programming and community engagement. On any given day, their work can range from coordinating children’s activities and fitness classes to organizing tours, running volunteer projects, and funding staff lines and materials that keep the park vibrant and welcoming.

In February 2023, the organization made a pivotal move. They left their previous office near 18th Street and 5th Avenue and relocated to Industrious University Place just a few minutes’ walk from Washington Square Park.

“We needed a space closer to Washington Square Park than our old office,” said Will Morrison, Executive Director & NYC Parks Administrator. “This new space also needed capacity to receive commercial deliveries, offered flexible sizing for our organization’s growth plans, and provided modern office support (printing, Wi-Fi, etc.). Industrious and this location felt like the right fit because it was the only option that checked all our needs. The nice staff and great snacks were also a plus.”

That proximity has transformed how the team works. Alison Ettinger-DeLong, the Conservancy’s communications and marketing manager, describes a rhythm that moves seamlessly between the park and the office. Staff are constantly going back and forth, hauling program materials and signage, capturing visuals, and then returning to their desks to translate that on-the-ground activity into communications, campaigns, and future plans.

“The ability to be in the park after only walking a few minutes has really strengthened the connection between the Conservancy team and our work,” said Morrison. “The proximity shapes each member of our team’s day by giving them the flexibility on quickly accomplishing in-park tasks when needed, and this extends to team-level initiatives as well.”

For Ettinger-DeLong, who regularly documents life in the park, the location is especially powerful. If there’s a new program running, a volunteer group in action, or a moment that deserves to be captured, she can simply grab her camera, step out the door, and be in the park within minutes, then quickly return to edit photos, craft social posts, or update the website. What might once have required careful scheduling now fits naturally into the flow of a workday.

The Conservancy operates on a hybrid model, splitting time between remote work, the Industrious office, and the park itself. At peak season, up to nine team members may be working out of Industrious. The space offers ample room for collaboration, from day-to-day staff meetings to larger gatherings with the community and board.

Many of the Conservancy’s board members live in the neighborhood surrounding Washington Square Park, which makes Industrious a particularly convenient hub for governance and strategic planning.

“Because Industrious is so convenient for them, board and committee members often opt to attend meetings in person,” said Ettinger-DeLong. “They enjoy being in the space, connecting face to face, and having a professional environment just around the corner from the park.”

For a small nonprofit, the infrastructure and amenities that come with a space like Industrious are especially meaningful. In many nonprofit offices, staff are tasked with time-consuming “office admin” work that pulls attention away from mission-critical tasks.

“We’re a small nonprofit,” said Ettinger-DeLong. “Being able to make sure our staff are not so focused on refilling the printer with paper or fixing the water machine really saves a lot of time and energy. It means the work we’re doing is more focused on our mission, raising funds, connecting with the community, and providing programs, instead of having to do a lot of overhead.”

Those resources became especially important during a transformative period for the Conservancy. In April, the organization launched a brand overhaul and website, along with its first-ever membership program. It’s a set of changes that mark what they describe as a “new era” for the Conservancy.

“Washington Square Park is a place known and loved both citywide and worldwide,” said Morrison. “The park’s new brand, website, and membership program introduces the public to the nonprofit that supports it. It represents who we are, what we’ve done, and where we’re headed. It’s our way of saying: Washington Square Park has a champion.”

Behind that public-facing shift was a period of internal collaboration and reflection. Toward the end of the rebrand process, the team used Industrious not just as an everyday workspace, but as a platform for deeper strategic work.

“We held a dedicated off-site day at another Industrious location to pull the entire team together and finalize our new mission and vision statement as an organization,” said Morrison. “That was a pivotal moment for our organization as we move into this new era. It would not have been possible without the resources and support offered by Industrious.”

In the months since, the impact of this partnership has been visible both inside and outside the office. Inside Industrious, the Conservancy team gathers for board meetings, strategy sessions, and quiet heads-down work fueled by coffee and breakfast. Outside, in Washington Square Park, the results take the shape of near-daily public programming, clearer communication with neighbors and visitors, and expanded opportunities for people to support the park through membership and volunteering.

For park-goers, the story is less about where the Conservancy works and more about what they experience: a park that feels well-loved, well-organized, and full of life. For the Conservancy, Industrious is one behind-the-scenes partner that helps make that possible, keeping the team close to the park, closely connected to one another, and free to focus on being the champion Washington Square Park deserves.