Javits Center Rolls Out Reshaped F&B Program to Complement 2021 Expansion

July 23, 2019

With the goal of reshaping the food and beverage industry for meetings and conferences, New York Convention Center Operation Corporation (which operates Javits Center) has launched a new hospitality brand called Cultivated. Created in partnership with Levy Convention Centers and CxRA catering, Cultivated will design creative dining presentations and high-end catering for events, incorporating local ingredients from New York producers.

“We are thrilled to announce the launch of this new hospitality brand, Cultivated, which illustrates our strong connection to New York and our mission to host unique events and experiences that support our economy and foster the sharing of ideas that move this city, this state and this world forward,” said Alan Steel, president and CEO of NYCCOC.

He continued, “The definition of [cultivate] means to nurture and grow, and therefore, the essence of this new brand reinforces our commitment to supporting our customers and our community... The Javits Center is centered around the concept of a future undefined and ever-changing, and this new hospitality program serves as an exciting way to explore how that future will look, feel and taste.”

Cultivated will emphasize sustainability, community and technology to create a more inspired culinary experience in New York City. It will align with the dynamic new spaces of the currently expanding Javits Center, set to be completed in 2021. F&B will be a major focus of the 1.2-million-square-foot addition, taking the form of new kitchens, food preparation stations and 27 loading docks meant to enhance the efficiency and experience of on-site catering.

“What makes this partnership so exciting is that we truly share the belief that convention centers can be agents of culinary change,” said Andy Lansing, president and CEO of Levy. “We’re rolling up our sleeves and working closely with the restaurants, purveyors, farms and community organizations that define New York’s culinary scene, [so] anyone who visits Javits Center should leave feeling like they experienced the best the city and state have to offer.” 

Javits Center

In the first few months of Cultivated programs, trade show organizers and event planners can expect new menus, a new microsite for advanced on-site catering services and a new leadership team, alongside three major initiatives:

Reflecting the Community: Partnerships with local purveyors such as El Dorado Coffee Roasters, a sustainable beer program reusing bread made on-site to craft specialty brews, honey harvested from Javits Center’s rooftop beehives, and elimination of straws and use of 100-percent compostable service ware

Reimagining Catering and Event Service: Creating an immersive catering experience with high-end catering service from CxRA, an in-house bakery making breads and desserts from scratch, and a direct-to-your-exhibit mobile ordering app

Reshaping Online Dining: Reshaping Javits Center’s F&B offerings through additions of New York-inspired restaurants and cafes, as well as on-the-go beverages and salads created by robots

The 1-acre rooftop working farm currently under development at Javits Center will also be part of Cultivated, as it’s expected to produce up to 40,000 pounds of fruits and vegetables for the convention center’s kitchens.

Learn more about Cultivated and changes coming soon to Javits Center here.





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Partner Voices
Dallas already boasts 35,000 hotel rooms, award-winning global cuisine, and a walkable downtown. But we are just getting started. Visit Dallas is thrilled to announce that the city of Dallas is doubling down with a massive new convention center and entertainment district. Featuring 800,000 square feet of exhibit area, 260,000 square feet of meeting rooms, and 170,000 square feet of ballroom. The center will connect business travelers with dining and shopping options in the popular Cedars District means more places to get down to business, and even more ways to unwind. “Dallas is already a great meetings and conventions destination, with the accessibility of two major airports, affordable labor, and an outstanding hotel product,” said D. Bradley Kent, Visit Dallas senior vice president and chief sales officer. “The new center and Convention Center District will enhance Dallas’ competitive position and are exactly what our customers’ need and have been asking for." What’s New – AT&T Discovery District Located in the heart of Downtown Dallas, this new district on the AT&T corporate campus is tailor-made for groups of all sizes. It boasts a multi-sensory experience, including outdoor event space, the AT&T Theater, and multiple dining outlets including JAXON Beer Garden and The Exchange, a bustling food hall. Hotels Coming Soon Names like the JW Marriott (Downtown), lnterContinental Dallas (Uptown), and Hotel Swexan (Uptown) are adding luxury amenities and bountiful event spaces. The projects will debut in 2023 and beyond. JW Marriott This new, 15-story, 283-room hotel will open in the heart of the city’s downtown Arts District this year. The property features a 25,000-square-foot grand ballroom, as well as a spa, restaurant, lobby bar, fitness center, and a rooftop pool deck and bar. InterContinental Dallas  Located in Cityplace Tower in Uptown, InterContinental Dallas will feature sweeping panoramic views of the Dallas skyline. Guests will enjoy spacious, high-end rooms and amenities, including more than 21,000 square feet of event space.   Hotel Swexan Hotel Swexan, a new, 22-story luxury property, is rising in Uptown’s Harwood District and will make its mark on the Dallas skyline. Opening this year, it is a sculptural building with cantilevered upper floors, as well as a 75-foot rooftop infinity-edge swimming pool and a hidden underground lounge.