In the late 1990s, Con Edison was under pressure from regulators to sell most of their power generating stations in New York City. Con Edison agreed, recognizing the sale of these plants would lower overhead costs, while satisfying regulators belief that open competition would bring down electricity costs to consumers. Ravenswood, a 2,480 megawatt power plant built in 1963 in Long Island City, Queens, was identified as one of the plants to be sold. In 1999, Con Edison transferred ownership of Ravenswood to KeySpan Energy for $597 million. This brochure was used to market the plant. The goal was to strike a careful balance between the industrialized grit of the facility, with the sheer size, magnitude, and form of the station structure.