1. It's ALL about Jesus - more specifically, it's all about how people's lives were changed when they had an encounter with Jesus. Check out the biblical content for kids here: http://www.lifeway.com/vbs2011/bigapple/
2. Urban ministry is strategic - more than half of the world's population now live in urban areas. With over 8 million of God's greatest creations living in New York City, many of whom don't know Christ, I personally think it is a very strategic place to focus on.
3. Did I mention that it's all about Jesus?