Persistence and Continuity: An Interview with Alicia Pierro
As Big Apple Greeter approaches its 35th anniversary in May 2027, Executive Director Alicia Pierro reflected on her nearly 30 years with the organization.
From memories of our late founder Lynn Brooks to her selection of a “Greeter’s choice” experience for visitors, Alicia shared her commitment to making the world feel a little smaller and friendlier—one Greet at a time.
When did you start at Big Apple Greeter, and what brought you to the organization?
I came to Big Apple Greeter in the late 90s. I was working for three Business Improvement Districts [geographical areas where local stakeholders oversee and fund maintenance and improvement of their commercial districts], which had the same management under one umbrella. I was at a NYC Tourism networking event and struck up a conversation with Carolyn Stone, who at the time was the marketing and PR person here.
She followed up to tell me that there was an opening for a director of volunteers. Lynn [Brooks] invited me to breakfast and I really liked her. And I really liked the organization also. There was a lot that spoke to me.
You were here about seven years before you became executive director, correct?
Yes, we said publicly that I was going to be the executive director in 2007. Lynn was trying to plan for her transition, so she promoted me to deputy director and director of volunteers and gave me a broader job description with different responsibilities as part of deciding Is she right? Could she grow into this role? And then she pitched the job to me. To be honest, I was uncertain and quite hesitant because I really loved being the director of volunteers. But I also loved the program and I loved working with Lynn. She had a transition plan that would take us over a period of two or three years. The Board made me executive director and crafted a new job for Lynn with a different title.
I know that you were very close to Lynn. How do her vision and inspiration continue to affect the program and the work that you do?
There’s so much to say in answer to that. For me, perhaps the biggest thing was Lynn’s belief. Lynn believed things were possible. If she held a belief, she persisted despite what others said. When people asked Lynn the reason for her success, she always said persistence. Her belief in change and her belief in what we can all do is for me very much a driving force. Her legacy is everywhere in the program in so many ways. Perhaps one of the key ways is her experience in volunteerism—as an academic discussion, a philosophical discussion, a practical discussion about how to engage people. I think a lot of nonprofits have never benefitted from that depth and breadth of knowledge. But Lynn’s legacy on what’s needed to successfully engage people as volunteers who stay committed is everywhere in the program. It’s a very powerful legacy here.
You’ve been at Big Apple Greeter a long time. What are some of the biggest changes you’ve seen?
I’m startled that what floats to the top of my brain is not what has changed, but how much has stayed the same. There are still visitors who are terrified of coming to New York, despite the city’s changed image. There are still people writing about their experiences with a Greeter and how it changed their trip, created memories of a lifetime, and changed their lives.
Joe Briller is a retired Greeter now living in the Midwest, and some of his past visitors contacted us because they had stayed in touch with Joe and his wife Joan, but couldn’t get through any more. We forwarded the message, and correspondence between the visitors and the Brillers ensued and was shared with me. The visitors’ lives are different because of that connection with a stranger. All of that happened when I joined the program, and it’s happened every year since, despite all the changes in the world. It’s exactly the same.
It’s the core of the program.
Yes, the core. It’s this magic that happens when two strangers meet and get to know each other.
As you look to the future, what are some of your hopes, goals, aspirations for Big Apple Greeter?
I would love the program to be more well-known here in New York City because I think it is such a fantastic opportunity to become a Greeter and to have those experiences. Just to open your world view and to make friendships. I’d love more New Yorkers to have the opportunity to be involved if they want to. If we can make more connections happen, great! The world needs more of that.
It’s sometimes hard these days not to feel discouraged and to stay engaged with good things.
This is a good thing. The concept is simple, but its ripple effect is large and consistent and strong. Even though the concept is very simple: Just bring two strangers together.
What do you like best about leading Big Apple Greeter?
I always feel profoundly lucky that I get to be at the center of so many good people doing good things all the time. Everyone around me is always giving and contributing. It’s not that I’m pulling it out of them. They show up and give. From the Board to the Greeters and the visitors and all the office volunteers, all the donors. I’m at the very center of all these people giving all the time. It’s so rich and inspiring, and I get to learn from all of these gifts of knowledge, expertise, and wisdom.
You’re a life-long New Yorker. If you were asked for a “Greeter’s choice,” where would you take a visitor?
I would have to do the neighborhood I grew up in, the West Village, because it’s the place where I have enough stories and knowledge. I would meet visitors in Midtown, and I know a lot about Midtown, but I would do the walk in the West Village where my personal stories are.