'Boo! On Mosholu' community event brings Halloween fun and business boost to greater Riverdale community

It’s just nice to have something in our backyard and to bring awareness to the businesses on the Mosholu Avenue corridor.”

Laura Levine-Pinedo

The event was organized by the 4Bronx Project, the Kingsbridge-Riverdale-Van Cortlandt Development Corp., and La Escuelita de Sofia. La Escuelita’s director, Julissa Freire, managed the pop-up aspects and decor, while Laura Levine-Pinedo of 4Bronx and KRVC oversaw the carnival games, prizes, entertainment, and business participation. Levine-Pinedo explained that the event was structured using a punch card system where children were given a card to redeem candy and at storefronts along the avenue, maximizing exposure for each business to interested passersby. 

“We were very pleased with the turnout,” Levine-Pinedo said, “I think a lot of people go to Sleepy Hollow, Tarrytown and Jersey for Halloween things so, it’s just nice to have something in our backyard and to bring awareness to the businesses on the Mosholu Avenue corridor.”

Levine-Pinedo credits the success to both the energy of Halloween enthusiasts and the generosity of sponsors, such as Apple Bank, Ocean First Bank, Riverdale Country School, Blue Skin Laser, Say Cheese Kidz, Village Playdate App, and numerous community and student volunteers. Several beverage companies, including Yesly Water and Just Ice Tea, also provided free refreshments to attendees.

Many businesses along Mosholu Avenue reported a boost in sales throughout the day and experienced an overflow of customers from the event.

Like Emiliano’s – an Italian specialty goods market along Mosholu Avenue serving the community for two and a half years. According to manager Emiliano Turrini, they felt welcomed from the very beginning. 

“We love our community,” Turrini said. “It’s very important for us to participate in things like this for the community and for the kids and families. It makes me happy to see.”

“This is closer than family, right here,” said frequent customer Joe Sapienza, former food director at SAR Academy, as he gestured at Emiliano's staff.

Photographer and FILA designer Ro Gilbert, who is based in Fieldston, agreed with Sapienza. His go-to order is a sandwich, bag of chips, and custom soda. 

“Every time I walk through the door, it’s a positive experience,” he said.

Slightly down the street, Dino’s Pizza had lines extending out the door. 

“We’ve been here a long time,” manager Flora Hoti said, “Over 40 years. There is always extra business but especially on days like these.”

This was the second year of participation for Elisa Contemporary Art Gallery owned by Lisa Cooper. On display through December, the exhibition, “Dimensional Artwork,” features pop culture images like Wonder Woman and a Charms blow pop. Cooper said she’s enjoyed the event each year because “it just brings different people in.”

For the first time, the Riverdale branch of the New York Public Library took part in Boo! On Mosholu this year. Children’s librarian, Angela Switzer, handed out free books, bags with library information, pencils and stickers. 

“We were very happy to work with the KRVC and we’d be glad to again in the future,” said Rebecca Brown-Barbier, the library manager. “We do whatever we can to serve the community through local schools, nursing homes, and our Wave Hill programs.”