Business Improvement District Steering Committee Lays Out Strategic Plan

In a strategic plan presented to the Township Committee, the Business Improvement District Steering Committee identified the township businesses’ strengths and weaknesses and outlined a path for the future.

The business improvement district was , and is headed by Beth Lippman, who has run similar efforts in Livingston and Pompton Lakes. Under the terms of the Business Improvement District, businesses in the district collectively pay for improvements, promotions and maintenance. 

The plan assesses and makes recommendations for all three of Springfield’s major shopping districts: the Morris Ave. downtown area, Mountain Ave. and route 22.

“All those areas could use help in one way or another,” Lippman told the Township Committee during her presentation on the plan.

The plan outlines names strength and weaknesses for each business center and outlines specific projects of meeting the BID’s mission of “making Springfield a self-sustaining, attractive, business destination for consumers and secure a clean, pleasant shopping/dining/professional environment.”

The plan notes that Morris Ave.’s look has not changed since the 1940s, and that changes have been held back by several factors, including that it is a state road on a flood plain, and that many property owners live out of state. The plan also notes its strengths, including its accessibility the diversity of its businesses.

Mountain Ave. was singled out for being a main artery and its proximity to office buildings. The plan noted that businesses are spread throughout the street, and lacks parking.

Additionally, while route 22 hosts a large number of businesses, it is difficult to navigate and lacks character.

Looking towards the future, the BID plan says a key goal is developing a cohesive look for the business districts. To that end, the plan suggests hiring a landscape architect to develop a streetscape plan for Morris Ave and some areas on Mountain Ave. and to work with the planning board to develop standards for facades and signs in business zones. The plan mentions that streetscape and sign costs could be defrayed by grants.

Also, the plan proposes that the BID hire a maintenance company to clean sidewalks and landscapes on Morris Ave and Mountain Ave and to work with NJ Transit to provide and maintain new bus shelters.

The plan also outlines branding and marketing proposals inteded to retain existing businesses and recruit new ones. The plan includes surveying local consumers about shopping habits and creating a recognizable brand for Springfield businesses; downtown Westfield’s “W” signs were mentioned as one possible model of emulation. In addition, the plan suggests working planning, zoning and building departments in identifying ways of creating a business friendly atmosphere.

Also, the BID intends to work with current property owners to find out how to convince them to reinvest in their properties.

A number of representatives of Springfield’s business community have already become involved with the BID.

“I’ve been attending the meetings,” Springfield Township Committee member Jerry Fernandez said during the presentation. “I’ve seen great promise and a lot of enthusiasm.

Mike Scalera, a State Farm Insurance agent with an office on Springfield Ave., told the committee the BID was an idea whose time was overdue.

“If we’d done this 10, 15 years ago, look at where we’d be now,” Scalera said.

Scott Seidel of the Springfield Patriot Chamber of Commerce said that he was initially skeptical of the BID, but had come around. He noted that the Morris Ave. downtown business area hadn’t changed its appearance in over 60 years.

“If we don’t do anything, it will look like this in 10 years,” Seidel said.