"For people who don't want to be seen carrying a guide book."

— The new yorker


Jane Pirone and Rob Tallia started NFT in 2000 to create a local and independent guide for people who want to experience a particular city whether you are a long-time or new resident, commuter, business traveler, or tourist.

the founders


Jane Pirone

Entrepreneur, educator, and design strategist, Jane Pirone has leveraged design and technology to create a number of innovative and original media brands, including Not For Tourists, an award-winning firm providing products and services directly to locals, visitors and explorers of the urban realm as well as corporate and nonprofit clients looking to leverage local urban contexts. As Chief Creative Officer, Jane brings the cutting edge of design process and practice to NFT's products and clients. Jane is also an Associate Professor of Communication Design & Technology and the Dean of the School of Design Strategies at Parsons School of Design where she is a leading voice on methods of innovation using interdisciplinary and collaborative design practice and on the creative use of new technologies. 


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Rob Tallia

Rob Tallia has been involved with creating a full brand--everything from a proprietary Content Management System to iPhone apps, award-winning city guides, a dynamic website, and a whole host of print and digital assets to market NFT. At Google, Rob continued working on brands, as well as the May 2013 release of Google Maps, and, finally a robust food photography program for Zagat. Now, as a freelance editor, he's written two full guides for Rand McNally, penned content for Visit California, and written ad copy for Time Inc's digital house, He is currently involved in a long-term photography project, www.hundredweightnewyork.com.


the brand

NFT began with a print product, which can be easily carried everywhere thanks to its unique design. The first guide created was the Not For Tourists-Guide to New York City, which is now in its 18th edition. Since then, NFT has launched guides for different cities such as: Brooklyn, Boston, Chicago, Los Angeles, London, Seattle, Philadelphia, San Francisco and Washington DC. From then on, NFT has grown in different platforms and content.



NFT has won several print and mobile design awards.

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NFT has been featured in local and national press and in TV and movies. NFT has several exciting partnerships with other content providers as well as with hotel chains, universities, coupon aggregators, etc. NFT is also a WBENC-Certified Women's Business Enterprise. As you can see, we have a non-stop rhythm and unlimited energy. Work with us and join the authentic NFT local experience!