New Amsterdam® Spirits Celebrates Launch of New Placemaking Initiative: The New Amsterdam Fund

As New Amsterdam Spirits makes commitment to reimagining public spaces in cities across the country, program kicks off with revitalization project in Atlanta, Ga.

Aug 10, 2015, 11:37 ET from New Amsterdam Spirits

ATLANTA, Aug. 10, 2015 /PRNewswire/ -- New Amsterdam® Spirits officially broke ground Friday on the new Castleberry Spur in Atlanta, where a vacant lot will be reimagined as a vibrant public space for community enjoyment. This project commencement marks the official launch of the New Amsterdam Fund, an initiative dedicated to uniting communities through the revitalization of shared spaces.

"New Amsterdam believes that great things happen when people come together," said Gerard Thoukis, Senior Director of Marketing at New Amsterdam Spirits. "Whether over shared drinks or shared causes, we encourage locals to join one another in celebrating the best of their town, and we're thrilled to offer Atlantans an exciting new place to do so."

Through a partnership with Project for Public Spaces (PPS), the pioneering organization behind the Placemaking movement, New Amsterdam Spirits will reimagine public spaces throughout the U.S., making each a place where locals can come together to enjoy the city in which they live. After collecting applications from several organizations hoping to be considered for a New Amsterdam Fund grant and reviewing submissions from a number of cities, PPS and New Amsterdam were inspired by the revitalization opportunity presented by the Castleberry Hill Neighborhood Association (CHNA) in Atlanta, Ga., where an empty tract of land in the area has been sitting largely unused for years.

"We were delighted when PPS first approached us with news of the New Amsterdam Fund and its commitment to reimagining public spaces, and even more ecstatic when the brand selected Atlanta as the first U.S. city to receive a grant for such a project," said Carrie Burns, President of the Castleberry Hill Neighborhood Association. "The excitement of this space at 154 Walker Street has been felt by many at art events and social gatherings for the past few years, but sadly only for a single day or night. We're so grateful to soon have a semi-permanent space that will serve as an inviting place for the community to gather while showcasing the historic arts district that is Castleberry Hill."

Project development, led by the Atlanta-based team at design and architecture firm Gensler, will continue through the summer, with an official opening of the space set for October 2015. Once completed, the Castleberry Spur will host pop-up markets, live performances, art installations and other programs, while serving as a locale for everyday social interaction for locals and visitors alike.

For more information, follow New Amsterdam on Twitter @newamsterdam or visit the website:

About New Amsterdam® Spirits
New Amsterdam® Spirits is based in Modesto, California. New Amsterdam Gin received the Platinum Award at the 2011 SIP Awards, was the recipient of the prestigious Double Gold medal at the 2010 San Francisco World Spirits Competition, and was awarded a score of 95 by Wine Enthusiast. Introduced in 2011 as the sister brand to New Amsterdam Gin, New Amsterdam Vodka was awarded a score of 92 by The Tasting Panel, received "Three Stars" from F. Paul Pacult's Spirit Journal and was noted as a "Best Buy" by Beverage Testing Institute. New Amsterdam Red Berry and Peach Flavored Vodkas joined the line-up in 2012, with New Amsterdam Citron and Coconut Flavored Vodkas added in 2013, New Amsterdam Pineapple and Orange Flavored Vodkas added in 2014, and New Amsterdam Mango Flavored Vodka added in 2015. ©2015, New Amsterdam Spirits Company, Modesto, CA.  All rights reserved.

About The New Amsterdam Fund
The New Amsterdam Fund is New Amsterdam Spirits' first-ever cause-marketing initiative, whereby the brand will reimagine public spaces in cities across the U.S. for community enjoyment. This program was borne out of the brand's commitment to communities, which has made New Amsterdam Vodka a favorite at the local and national levels alike, as the brand continues to drive category growth by challenging locals to celebrate the best of their town.

About Castleberry Hill Neighborhood Association
Castleberry Hill is the Historic Arts District of Atlanta and is a vibrant downtown community with a strong historic and arts identity. The area, originally termed "Snake Nation" due to its seedy past, supported most of Atlanta's growth after the Civil War and has always a been home to free individuals, a legacy that continues today. The Castleberry Hill historic arts district was placed on the National Register of Historic Places in 1985 and was made Atlanta's 8th Landmark District in 2006. Atlanta's true loft district, many of the early 20th-century warehouse buildings have been converted to lofts. The population is culturally diverse and the area is continuing to grow in residents as well as retail and other establishments. The 2nd Friday Art Stroll and Loft Tour are popular events in the district. Castleberry Hill is thriving with art galleries, retail shops, restaurants, apartments, condos and is right down the street from the new Falcons Stadium and Centennial Olympic Park.

About Project for Public Spaces
Project for Public Spaces (PPS) is a nonprofit planning, design and educational organization dedicated to helping people create and sustain public spaces that build stronger communities. Its pioneering Placemaking approach helps citizens transform their public spaces into vital places that highlight local assets, spur rejuvenation and serve common needs. PPS was founded in 1975 to expand on the work of William (Holly) Whyte, author of The Social Life of Small Urban Spaces. It has since completed projects in more than 3,000 communities in 43 countries and all 50 U.S. states and is the premier center for best practices, information and resources on placemaking.

About Gensler
Gensler is a global design firm grounded in the belief that great design optimizes business performance and human potential. Our 4,800 practitioners networked across 46 offices use global perspective and local presence to innovate at every scale. Whether we are refreshing a retailer's brand, planning a new urban district or designing a super tall building, we strive to make the everyday places people occupy more inspiring, more resilient, and more impactful.



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