Via Verde, a site in one of the poorest neighborhoods in New York City, was a 1.5 acre triangular brownfield. In 2006, the New York City offered an RFP to develop a housing project with reasonable price in the South Bronx. In response, the developers Adam Weinstein and Jonathan Rose were evaluating which of three proposals to submit for this project. However, at the time the housing industry was struggling, but had not declined yet. Both of the developers had a good track record with low-income housing projects, the former as CEO of a national developer, Jonathan Rose Companies, and the later as CEO of the largest non-profit developer and manager of low-income housing in NYC, Phipps Houses. All of three proposals had the pros and cons for the developers, and contrasted in the amount they integrated health-oriented, mixed-income living for the residents.
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