Business Owners:
" River Road is the place to be!"

By Chris Neidenberg (for the River Road Improvement Corporation)

Business owners who came to the River Road Special Improvement District (SID) in the past year say the area's advantages helped their businesses meet the challenges of a difficult economic climate. In fact, the business owners contacted praised the district for offering an ambiance that should sway any shopkeeper, thinking of moving, to put River Road on their radar screens.

Some of the factors cited - visibility, convenience, diversity - and feelings of security.

About 6 years ago, as part of the overall efforts of strengthening the borough’s oldest commercial district, the members of the Borough Council at the urging of local business and property owners, created a Special Improvement District and designated the River Road Improvement Corporation (RRIC), a non-profit business corporation, to operate and manage the SID.

The corporation consists of business owners and property owners. It was originally formed out of concern that the stretch was unattractive, had a high vacancy rate, poor physical appearance and traffic flow and no cohesive plan for the district’s improvement.

RRIC officials say their figures on business activity since 2002 prove merchants have gotten the message: "River Road is the place to be."

Bob Landzettel, owner of Lazon Paints and the president of the RRIC, notes that "fourteen new businesses moved or relocated to River Road in 2002 – the most ever in the last decade. I believe it is a sign of confidence in the area and for the work of the Borough and business community in improving the district."

In addition to the RRIC’s own leadership, business owners moving to the district in 2002 offered high marks to the organization for offering services that the owners thought could help increase their customer base and simply help them get into the business of doing business more quickly.

When you enter the district, you are greeted with ‘gateway’ signs and banner’s welcoming you to River Road. In a district which is bounded by Harrison Avenue on the south and Maple Avenue to the north (and Fair Lawn Avenue between George Street and the Passaic River), you'll find a diverse mix of businesses of all sizes and types.

The district’s diversity includes major national store chains, light industrial uses, lawyers and doctors, small shops and restaurants.

In 2002, financial services expanded within the district with the Community Bank of Bergen County opening at the corner of Hopper Avenue and River Road replacing the old Carvel Ice Cream - which moved across the street. Columbia Savings Bank on Fair Lawn Avenue and River Road, added new drive through lanes and another newcomer to the district, Commerce Bank, received the approval of the Borough to build a second Fair Lawn branch, at the corner of Bergen Avenue and River Road.

The general area seems to offer advantages for businesses big or small, be they banks, retail outlets or wholesale suppliers. The use of a Special Improvement District is a distinct advantage because the program strives to keep municipal commercial districts competitive with the major malls surrounding them. SIDs operate throughout New Jersey and are guided by state statute.

A SID entails using a central management in overseeing the district and developing common advertising and marketing strategies. Participating property and business owners contribute a special property tax assessment to help fund those strategies. The revenues must be used for SID upkeep and maintenance.

The Borough and the RRIC have been successful in obtaining monies from outside the district. One example is Streetscapes, a federally funded program , which the state manages. Monies improved the area's lighting, sidewalks and curbs, with enhancements such as decorative brick pavers and benches. These upgrades help give the district a common identity and, from the new business owners perspective, encouragement to make their own investment in the district.

RRIC Vice President Art Levine, a district property owner, keyed on perhaps the most important target group - shoppers. "The comment that I've gotten now, not so much from the shopkeepers and the building owners, as from the customers themselves, is, 'It's really a nice place to visit now as opposed to 10 years ago,'" said Levine, an early corporation supporter. "Back then, we had exactly the opposite comment."

The district's advantages and investment since 1992 – the start of the effort – began coalescing in 2002. The district has visibly succeeded in luring small shop owners, professionals and at least one major national chain to the district.

Blake Lugash, corporate communications manager with Blockbuster Video, in Dallas said his company determined that the immediate region is on a definite upswing. "We are always excited when we move into areas that are improving, and where we can be a good corporate citizen," Lugash observed.

Last April, his company opened a store, the borough’s second, in the Shop Rite/Walgreen's plaza, at 17-71 River Road. Indeed, Lugash said Blockbuster determined that the area near the larger refurbished mall is thriving and attracts customers.

"We like to be in locations where there are other busy stores that are doing well," he pointed out. "We look for locations that will give us exposure, accessible parking, a safe environment, and a good competitive environment …and River Road met those criteria."

Yakov Suslensky, a certified tax accountant and partner in NTSS, Inc. is just up the road (13-61 River Road). In contrast to corporate giant Blockbuster, Suslensky, and partner Gene Slavin run their own local tax preparation service in the Bank of New York building. The two relocated within the SID about a year ago. Suslensky's business is at the intersection of Fair Lawn Avenue/River Road.

The spot saw its traffic signals improved - after Bergen County responded to an appeal from the RRIC and invested over $500,000 in intersection improvements. Like Lugash, Suslensky cited his location's visibility and accessibility as major assets. He noted that thousands of motorists passing daily easily see his site. "I like the specific location I'm in now because, in my opinion, it is the most active area in Fair Lawn, and that gives me more impact," he explained. "The people can see me and they can feel me."

Andrew Dunleavy purchased Volare's Trattoria (12-29 River Road) about a year ago. Dunleavy credits the RRIC's various marketing campaigns – including direct mail promotions to all Fair Lawn households on behalf of local businesses - with netting him a whole new group of loyal diners.

One year later, Dunleavy said these promotional efforts met his expectations. "I think some of the advertising issues were addressed in a way that helped our restaurant," he pointed out. "I'm talking about the different efforts (special events, direct mail promotions) that were initiated to help promote the businesses."

George Fleck, who owns Curves for Women (7-19 River Road) with his wife, Sharon, praised the RRIC for its help in getting their operation running. "(RRIC Project Director) Don Smartt and President Bob Landzettel were most helpful in helping us work with borough officials to get our doors open for business" said Fleck.

The mix of businesses in the district also offered appeal. Dunleavy and Suslensky said they like the area because it has other nearby merchants offering goods and services that help them in running their own companies.

"I like the fact that there are so many vendors within easy walking distance which can service the needs of my business," said Dunleavy. "I can pretty much get everything I need within a short period of time. And my employees have easy access to places when they want to get something."

In discussing expectations for 2003, Dunleavy said he was eagerly awaiting an event he hopes will attract many more potential customers. "I understand there will be a block party (actually, a street fair) in the fall in cooperation with the Chamber and I am looking forward to that," the owner said.

For 2003, Suslensky said he hopes there will be a greater push to lure new businesses. He cited the corridor between Berdan and Fair Lawn avenues as offering great potential. "Some of the one-story buildings in that area can be converted into two-stories," claimed Suslensky. "There's not enough space to accommodate those people desiring to move in."

While the large Blockbuster chain did some studying before deciding to move onto River Road, mere happenstance brought Edi Yaron's small outfit, The Perfect Pita, to the district.

Yaron said he simply stumbled upon a vacant storefront seven months ago while searching for the best location for his business. He said he found it ideal for catering to many desiring Kosher delicacies in Fair Lawn's large Jewish community. Since then, Jewish customers from areas including Passaic and Teaneck have also found him.

It turned out to be the right opportunity. "The area is very well lit and we're in a safe location," said Yaron, "We stay open every night until 10 p.m., except, of course, on the Sabbath. We're open later than all other businesses right near our location, and we've had no problems whatsoever."

Attorney-at -law Jack Ballan, at 12-35 River Road, is in an entirely different situation due to the tragic Plaza Building fire that displaced him. He needed to find a new office pretty quickly last October, and River Road offered that quick opportunity. With a listing of vacant and available properties put together by the River Road Improvement Corporation, Ballan was able to retain a Fair Lawn presence for his local clients.

The district meets a wide range of business needs. Attorney Ballan noted that - in the three short months he has operated on the street - Fair Lawn must address a pressing traffic issue he can live without. "I notice there is a lot of large-truck traffic passing by my office every day," the lawyer said. "I don't know where they're coming from, but something should be done about it."

In contrast, and perhaps as a tribute to the area's rich diversity, Anne Rabbani, vice president of Biogenesis Inc., at 17-54 River Road, offered an entirely different perspective. Rabbani explained that Biogenesis' expanding distribution business desired a larger and "centrally located" site - which was easily accessible to delivery vehicles and trucks.

Her business distributes skin care products. It moved from a Hackensack industrial park, about three months ago, to the SID's light industrial area. "Its (location) mainly offers us accessibility, and we've had no problems," the executive said. "The companies that we do business with don't have to look too hard to find us because we're right off a main road. The area we're in is very convenient for deliveries."

Business investment in 2002 within the district saw the opening of fourteen new businesses on River Road. The strengths of the district, the advocacy of the River Road Improvement District and the continued commitment of the Borough of Fair Lawn in improving the business climate of the district all point to a better year ahead in 2003.

For information about the River Road District, call Don Smartt, Project Director, 201-797-3442.