Dumbo Day PassBrooklyn, NY (June 4, 2026)  — Today, Team Dumbo announced the launch of the “Dumbo Day Pass + Sweepstakes,” a neighborhood-wide initiative designed to encourage visitors attending the Adidas FIFA World Cup Fan Zone at Emily Warren Roebling Plaza in Brooklyn Bridge Park to explore and support Dumbo’s thriving ecosystem of small businesses, restaurants, galleries, and shops.

The Dumbo Day Pass program, running from June 11 through July 19, combines tourism management, local discovery, and digital innovation.

Participants can enter to win prizes — including a professional photo session at Dumbo’s most photo-worthy sights — two different ways after registering for the free Dumbo Day Pass on their mobile device:

  • Shop at three or more participating small businesses and scan the Dumbo Day Pass’ related QR code at check-out
  • Complete free mobile-guided themed walking tours throughout the neighborhood by “checking in” at various highlight locations. 

Weekly winners will receive rotating prizes, including professional photoshoots around Dumbo and curated merchandise packages from local businesses. Visitors can sign up at www.dumbo.nyc/daypass.

The Dumbo Day Pass is delivered directly to Apple and Android wallets and activates throughout the neighborhood via QR check-ins. Visitors can unlock perks and offers from participating businesses while exploring the district.

The Dumbo Day Pass offers more than 30 deals, including:

  • A free bath bomb with purchase at Mumu Bath
  • A complimentary glass of wine at Superfine
  • A complimentary cookie at Almondine if you spend $10
  • 20% off a new look at Glam Expressway
  • A complimentary aperol spritz with a pie at Juliana’s
  • Free gift with purchase at Thea Grant 
  • Buy two scoops, get one free ice cream at Jacques Torres
  • 1/2 priced beer, wine or cocktail/mocktail with any food purchase at Randolph Beer

The free mobile-guided walking tours are specifically designed to encourage visitors to walk alternative routes into the neighborhood to help spread the visitors throughout Dumbo. Participants can discover different corners of the neighborhood while checking in at featured locations along the route. Initial tours include a Dumbo Public Art & Murals Tour and a History + Pizza Wars Tour.

Dumbo is home to more than 200 independent businesses, including 64 indie restaurants and cafes, 12 art galleries, and four record shops — making it one of New York City’s most concentrated and walkable creative business districts.

“This is about making sure visitors experience Dumbo beyond the fan zone,” said Alexandria Sica, President of Team Dumbo. “The World Cup presents an incredible opportunity for our small businesses, and we want people to discover the shops, restaurants, galleries, and creative experiences that make Dumbo so special. Come for football fever, stay for the eclectic experience.”

The Dumbo Day Pass is powered by the Dumbo Concierge, an AI-powered neighborhood guide developed with Pull City. Since its launch, the platform has generated more than 70,000 page views and 191,000 user interactions, demonstrating strong demand for a neighborhood-owned discovery platform that helps visitors explore Dumbo and connect with local businesses. Team Dumbo’s work with Pull City reflects a commitment to place-based digital infrastructure: AI tools designed around local priorities and local control, supporting small businesses while connecting people more meaningfully to place.

“I’m incredibly excited that the World Cup will have a presence in our neighborhood. DUMBO already has such an amazing energy, and having restaurants and gathering spaces showing the matches will make it feel even more vibrant and connected,” said Lindsay Stuart, Owner of boutique Glam Expressway and Vice-Chair of the Team Dumbo Board. “With easy access to the Fan Zone and so many visitors experiencing the neighborhood, it truly feels like we’re at the center of the universe — in the best city in the world. As a soccer fan and soccer mom, it’s especially exciting to see the sport bringing people together in such a dynamic way, and I’m sure the increased foot traffic will create wonderful opportunities for local small businesses throughout the neighborhood.”

The Dumbo Day Pass Sweepstakes is part of Team Dumbo’s broader efforts to manage anticipated World Cup visitor traffic while maximizing benefits for local businesses and creating meaningful neighborhood experiences for visitors and New Yorkers alike. 

For more information and to register, visit www.dumbo.nyc/daypass.

Additionally, visitors can find out information about where to watch games, and more ways to celebrate at https://dumbo.nyc/worldcup.

About Team Dumbo / Dumbo Business Improvement District
Team Dumbo, founded in 2006, is a nonprofit organization dedicated to enhancing and promoting DUMBO, Brooklyn—a vibrant waterfront neighborhood where historic New York architecture meets contemporary creativity. Team Dumbo advocates on behalf of local businesses, property owners, and residents while animating the public realm through Dumbo Archway programming, public art installations, video art projections, free public WiFi, streetscape maintenance and beautification, and initiatives like the #DUMBOVIP card.
Follow Team Dumbo at @dumbo_brooklyn.

About Pull.City
Pull.City is a Brooklyn-born technology platform built in close collaboration with local businesses and community organizations. Based at Newlab in the Brooklyn Navy Yard and in DUMBO, Pull.City emerged from New York City’s pandemic-era neighborhood response, when local enterprises rapidly coordinated to move services online and support one another. Drawing on decades of experience in software and community development, Pull.City creates place-based, community-governed AI systems that help local economies become more visible, resilient, and human-aligned.

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