Policy Lab Mexico City

Earned Revenue and Infrastructure Reuse

February 13–15, 2024

The High Line Network welcomes members to its second Policy Lab taking place in Mexico City, Mexico from February 13–15, 2024. This policy lab will focus on earned revenue for infrastructure reuse park projects and will be programmed alongside our Network member Parque La Mexicana. 

Through this forum, we will explore all manner of earned revenue models leveraged by Network members to support the ongoing maintenance and operations of their public spaces, and spark creative conversations around future opportunities and avenues for revenue growth. From concessions to venue rentals to merchandising, explore international perspectives and best practices through a selection of sessions and tours.

Agenda

  • Polanco | Chapultepec | La Condesa

    The day’s dress code is business casual with comfortable shoes for walking. Be prepared to be outside in the afternoons for tours and excursions.

    The Network will provide transportation between events. It is your responsibility to arrive at the lunch and dinner venues.

    Executive Leadership Welcome Lunch (Private Event)
    Dante Brasa y Fuego
    12–2pm

    The Network welcomes the board members and executive leadership for a special opening lunch. Over facilitated conversation and delicious food, we’ll give our Network leaders the opportunity to connect informally with both new and legacy members. Please note this lunch is open only to board members and the executive leaders of Network organizations.

    Executive Leadership Excursion (Private Tour)
    Museo Nacional de Antropología
    2:30–5:30pm

    Join us for a specially curated tour for executive and board leadership only into Mexico’s most visited museum. You’ll learn about both the rich indigenous history of Mexico, as well as the architecture and design of the beautiful building housing the vast collections. Please note this tour is open only to board members and the executive leaders of Network organizations.

    BREAK

    Welcome Drinks & Dinner Reception
    Balmori Roof Top
    6:30-9:30pm

    To officially kick off the events of the week, we welcome all Policy Lab attendees to join us for an evening of dinner and drinks at the beautiful scenery. The reception will provide an opportunity for us to learn more about each attendee, including their current and planned earned revenue goals.

  • Santa Fé | La Mexicana Park | Las Lomas

    The day’s dress code is business casual with comfortable shoes for walking. Be prepared to be outside in the afternoons for tours and excursions.

    The Network will provide transportation between events. It is your responsibility to arrive at the lunch and dinner venues.

    A light coffee/tea and snack service will be provided in the morning.

    Welcome Remarks: Overview and Stage Setting
    Speakers:     Asima Jansveld, High Line Network; Itziar de Luisa, La Mexicana
    The Westin Santa Fé
    9-9:20am

    An introduction into the Policy Lab’s goals and topics, Mexico City, and La Parque Mexicana.

    Keynote: Parks as Drivers of Economic Impact
    Speakers:     Sr. Edgar Amador, Former Minister of Finance, Mexico City
    The Westin Santa Fé
    9:20-9:45am

    Sr. Edgar Amador, former Finance Minister for Mexico City, explores how and why La Parque Mexicana, a former quarry, was converted into a vibrant public park, and how it’s viewed as an economic driver for the city.

    Presentation: Introducing Earned Revenue Strategies for Public Spaces
    Speakers: Connie Chung, HR&A
    The Westin Santa Fé
    9:45-10:30am

    This session will provide a 101 on earned revenue strategies and tactics. We’ll explore when and how nonprofit park organizations should be developing their own plans to diversify sustainable funding sources, with a focus on the transition from capital construction to operations and maintenance.

    BREAK

    Workshop: Park Building and Revenue Strategies
    Speakers:     Sr. Anuar Duayhe, RECS
    The Westin Santa Fé
    10:45-12pm

    This interactive workshop will allow attendees to explore how planning and design can maximize revenue through hands-on park building exercises.

    TRAVEL

    Lunch: La Mexicana Concessions and Restaurant Food Tour
    Speakers:     Itziar de Luisa, La Mexicana
    La Mexicana Park
    1-2:30pm

    Join us for a culinary tour of La Mexicana’s many delicious restaurants. We’ll get a tasty introduction to Mexican cuisine while learning how each concession contributes to the park’s earned revenue.

    Tour: La Mexicana Park
    Speakers:     Itziar de Luisa, La Mexicana
    La Mexicana Park
    2:30-3:30pm

    We’ll take a walking tour through La Mexicana’s 28 hectares, highlighting the world-class sports facilities, amphitheater, trails, and impeccable landscape design along the way. Wear comfortable shoes and be dressed for the weather!

    Presentation & Tour: La Mexicana’s Costco
    Speakers:     Sr. Mauricio Talayero, Costco Mexico
    Costco La Mexicana
    3:30-4pm

    Costco Mexico’s VP of Administration and Finance, Mauricio Talayero, will give us a special introduction to the vast Costco that sits beneath La Mexicana before giving us a tour of the major revenue driver.

    BREAK

    Dinner & Drinks
    Loma Linda
    7-9pm

    Join us for dinner and drinks while getting some more time to connect informally with earned revenue experts and peers.

  • Chapultepec | La Condesa | Roma Norte

    The day’s dress code is business casual with comfortable shoes for walking. Be prepared to be outside in the afternoons for tours and excursions.

    The Network will provide transportation between events. It is your responsibility to arrive at the lunch and dinner venues.

    A light coffee/tea and snack service will be provided in the morning.

    Welcome Remarks
    Speakers:     Asima Jansveld, High Line Network; Juliet Page, Julep Consulting
    Castillo de Chapultepec
    9–9:10am

    Overview of Bosque de Chapultepec and the Afternoon Tours
    Speaker: Mónica Pacheco Skidmore, Bosque de Chapultepec
    Castillo de Chapultepec
    9:10–9:20am

    Panel: Venue Rentals and Markets
    Speakers:     Kelly Verel, Projects for Public Spaces; Piero Barandiarán, Huerto Roma Verde; Ryan Ervin, High Line
    Castillo de Chapultepec
    9:20–10:15am

    This session brings together experts in leveraging venue rentals and markets as economic drivers in public space. This interactive conversation will look at why many believe these to be the most vital components of a successful earned revenue strategy.

    BREAK

    Panel: A Case Study on the Evolution of Earned Revenue for the High Line
    Speakers:     Alan van Capelle, High Line; Tara Morris, High Line; Alyssa Restaino, High Line; Rick Little, Julep Consulting
    Castillo de Chapultepec
    10:30–11:30am

    How can earned revenue evolve over time? This special session will look at how the High Line’s journey has developed as it approaches its 15 year anniversary, and what goals Executive Director Alan van Capelle has for its future.

    Discussion: Application and Network Cases of Ethics & Earned Revenue
    Speakers: Open discussion led by Juliet Page, Julep Consulting
    Castillo de Chapultepec
    11:30–12:45pm

    In many cases, maximizing revenue may conflict with the values a nonprofit organization holds. How do we navigate this? What are the conditions or boundaries we put in place to balance the two? The Policy Lab’s culminating session will turn it back to the attendees to reflect on the strategies and learnings presented over the past two days.

    Tour: Bosque de Chapultepec (Part 1)
    Guide: Mónica Pacheco Skidmore, Bosque de Chapultepec
    Bosque de Chapultepec, Section II
    1–2pm

    In the heart of Mexico City, rests the oldest and largest urban park in Latin America. Part one of the two part tour will show us how the city houses major cultural and civic attractions within Chapultepec Park for 15 million visitors.

    Lunch in the Park
    LagoAlgo
    2–3pm

    A delicious lakeside lunch in a restaurant that doubles as a cultural center in the heart of one Mexico City’s largest public parks. LagoAlgo proves you can do it all.

    TRAVEL

    Tour: Bosque de Chapultepec (Part 2)
    Guide    : Mónica Pacheco Skidmore, Bosque de Chapultepec
    Bosque de Chapultepec, Section I
    3–4:45pm

    The 1,700 acre park is an invaluable ecological oasis filled with natural beauty. Part two of the two part tour will walk through the vibrant urban park where participants will learn more of its rich history and current context.

    TRAVEL

    Walking Tour: Huerto Roma Verde
    Guide: Piero Barandiarán, Huerto Roma Verde
    Roma Norte
    5:15-6pm

    A former residential ruin of the 1985 earthquake, Huerto Roma Verde has been transformed into a socio-environmental garden that provides accessible space for everyone. Join us to learn more about the infrastructure reuse project and community of grassroots environmental community that manages the space.

    BREAK

    OPTIONAL Cooking Workshop
    Host Chef    : Lucía Benítez
    Sobremesa, Juarez
    7-9pm

    We wrap the conference by learning how to prepare traditional Mexican meals and their rich histories leading participants to a new found appreciation for the food they consume.

View our main stops over the course of the Policy Lab. For more tips for enjoying the city, visit the Travel page.

Policy Lab Travel Guide

ORGANIZER
High Line Network

Presented by the High Line, the High Line Network is a group of infrastructure reuse projects—and the people who help them come to life. As cities become denser and land for traditional parks becomes more scarce, residents are finding creative ways to bring greenspace to their neighborhoods. Projects in the High Line Network transform underutilized infrastructure into new urban landscapes.

OGANIZING PARTNER
Parque la Mexicana

La Mexicana takes its name from one of the two sand mines that formerly occupied the park grounds. In 2016 The Mexico City government granted a concession to the Asociación de Colonos de Santa Fe to operate and maintain the public park with self-generated resources. Their missions is to be a metropolitan park of the highest standards, one that is free to the public and encompasses a social duty; a gathering point for recreation, culture and sports that encourages a love for nature and appreciation of beauty.

Support

The High Line Network is made possible by the founding support of The JPB Foundation.