The Upsilon Rule
"Every rule is breakable" - The Upsilon Rule. Upsilon ventures creates temporary spaces and communities like the pond at Bryant Park, which hosts over 250,000 ice skaters each season. Previously an executive at IMAX, founder Itai Shoffman wanted to bring an attraction to a Manhattan destination, he said in an episode of Small Business Rules. From the Bryant park shops to the rink to the restaurant, Upsilon builds everything in two weeks and tares it down eleven weeks later. In that time the pond draws over 3 MM visitors.