River Road Posed As Model at Conference

By Rebecca Greene (Published in Cooperation with the River Road Improvement Corporation and the Fair Lawn Focus)

Development, government and the media--how do they mix to get the best results for an area looking to revitalize? With models from around the state and 200 local businesses, community leaders and staff in attendance, the Downtown NJ Conference in Newark, NJ, on June 7 discussed these topics--and our own River Road was discussed as a successful model.

Public officials and leaders in the state's 125 managed commercial districts get together annually to discuss their successes, challenges and goals at the Downtown New Jersey (DNJ) conference. DNJ is a state- wide organization of managed district representatives.

One of the main topics of discussion centered around getting key local decision makers to buy into their downtown strategy. Deputy Mayor Sheri Adler, a local business owner on Fair Lawn Avenue in the River Road District herself and River Road's Project Director, Don Smartt, were there to share with participants how our community succeeded in getting all the key parties to work together.

From Bob Gordon's point of view (Gordon serves as chair of the RRIC's Business Development Committee ) improving business on River Road and in the other areas of Fair Lawn means "anticipating questions and concerns and addressing each head-on in a pragmatic manner which the RRIC has been doing since its inception in 1992".

Sheri Adler, told conference attendees that " when the going gets tough you stay committed...that's the idea that really needs to come forward...in Fair Lawn especially when you have to be in it for the long haul". She noted that "the conference illustrated that when government, private owners and business leaders come together and stay the course, progress can be made". It is also important "that elected officials make conferences like this to see what works across New Jersey and bring these examples back home to Fair Lawn”.

"Working together and sharing a common sense of institutional goals is important," said Smartt, who has worked with the RRIC since its inception. "In Fair Lawn, we brought the key players together and worked with them to create a business improvement strategy and find the political will and funding to implement the improvements,” said Smartt.

"River Road is now in its most meaningful stage of development," said Board member and former Fair Lawn Mayor, Ed Trawinski. Currently a commissioner on the State of New Jersey's Urban Enterprise Zone Authority, Trawinski went on to explain that River Road’s success has been, in large part, "due to the Board members’ steadfastness and discipline in resolving difficult issues, such as cooperative parking."

"We've gone to the next stage of development," said Bob Landzettel, chair of the RRIC and owner of Lazon Paints. “Driving down River Road today and comparing it to 15 years ago, anyone with an understanding of where we came from can see how much the district has improved."

And this process is well underway with River Road’s latest marketing effort being targeted towards 'family business'. "Fair Lawn and River Road--a great place for a family business.' is the phrase that has begun to appear on marketing information touting properties for sale and for rent in the district.

The RRIC has hired 'Square Foot', a company that specializes in business recruitment to quietly inform area developers of potential opportunities in the district. The recruitment process is expected to go on throughout the summer.

As conference attendees heard, to get to this point, the RRIC has labored for almost a decade. The RRIC was formed as the overseeing body of the Special Improvement District along River Road from Harrison Drive to Maple Avenue. The SID collects revenue from its members and uses the funds to advocate the improvement of the area. To date, DNJ conference attendees heard of the substantial new public and private investment in area improvements and the new ratables that have resulted.

Conference attendees and Fair Lawn residents and business owners alike were told that the real 'bottom line' is this: can Fair Lawn take the lessons learned on River Road and bring them to other areas of town, such as Broadway. "If a group of business owners and other interested parties want to provide the seed money to emulate what has taken place on River Road, it could, over time, drastically improve Broadway," said RRIC Board member and local property owner, Bob Beshlian.

"It would be a very positive reflection on the entire community since many people’s only impression of Fair Lawn comes from their travels on Broadway," said Beshlian, noting "that if River Road can profit from these strategies, let's let them work for Broadway, too. "