Walgreen's and Chase Bank
This Walgreen’s and Chase Bank were built at the Bradley Box factory site,
corner of South Avenue West and Lincoln Avenue.
This view is coming into town from the west.

 
105 North Avenue 
Investors Savings Bank 

Economic Revitalization:

By: Kathleen Miller Prunty

Director, Downtown Management Corp .

Economic development. Smart growth. Transit-oriented development. Density. Redevelopment. Mixed-use projects. You read and hear these words everywhere these days in discussions about the future of states, cities and communities like Cranford. What does it all mean?

Simply put, these are all tools available to communities like Cranford to achieve economic revitalization for our downtown and stabilize the local property taxes. We already understand that a successful and thriving downtown is a valuable community asset. We must also remember that the reputation and economic health of the downtown has an impact on the town. Cranford is fortunate to have tremendous opportunities for projects and improvements that will re-energize the downtown and reduce dependence on property taxes for services.

Cranford can have a thriving downtown, development that fits our community and a stronger tax base that provides tax relief to the homeowner. It will not happen by accident. It requires an evaluation and recognition of the strengths and weaknesses, planning based on that information and a commitment to the long term community vision.

The Downtown Management Corporation recognizes the need for clear explanations of how we can employ these tools, direct resources to guide downtown revitalization efforts and insist on the highest standards to preserve the wonderful character of Cranford. This is the first in a series of articles to further explore what we have accomplished to date and the possibilities for first class development and growth in the future.

The common thread is common sense and a broad, comprehensive way of looking at obstacles and opportunities. Interestingly, each of these tools offer solutions to revitalization that are based on the unique strengths of traditional downtowns like Cranford: centers where many people live, work and shop. It is often called “sustainable development” because these projects have staying power. They respect community standards and easily blend into the local landscape. What we do know for sure is there is no single solution. No single redevelopment project, Victorian lamp posts or street festivals alone will encourage shopping or investing.

There is another important benefit to using tools like redevelopment or smart growth planning. It’s the signature of a Township that is in charge of creating and directing changes as opposed to one that takes the risky “wait and see, hope for the best” approach. Suggestions the township stays out of these issues and just let development happen should be dismissed. The residents and business owners should have a voice and understanding of all development. These are not temporary structures but buildings and businesses, good or bad that will be here for a very long time. The township has a responsibility to insure they are good. Actually, they should be the best.

Smart Growth Planning

In 2000, Cranford was awarded one of the first Smart Growth grants from the State to develop a comprehensive Downtown Vision Plan. You can view the Downtown Vision Plan by by clicking here. Eighty-eight (88) percent of Cranford residents surveyed for the Vision Plan strongly agreed or agreed that redevelopment and rehabilitation of downtown should be a high planning priority.

Smart growth and redevelopment have moved from a national policy debate to reality in towns across the country. Cranford, like many towns, is being proactive in re-shaping policy and defining priorities about the efficient use of land in order to maintain or even enhance the quality of life. Princeton used the state redevelopment law as the Legislature intended when it declared a two-acre site of surface parking a redevelopment area. Today, there is a 500 space garage with rental units and new retail space. A second parking lot will be redeveloped with 53 apartments and a gourmet supermarket.

Two downtown areas were designated Redevelopment Areas because of the potential to provide much needed larger retail space, apartments and office. The Cranford Crossing and Riverfront sites are both in close proximity to the train station and centrally located in the downtown for new businesses, offices and residents that will contribute to the local economy and create a sense of place.

The Dollars and Sense of Economic Revitalization

These tougher issues of encouraging private investment, development and land use decisions typically “rock the boat” of the status quo but can have a tremendous impact and reap the best rewards: a downtown that is attractive to investors, businesses and shoppers as well as strengthen the municipal tax base.

A walk through downtown Cranford finds evidence of the comprehensive approach toward economic revitalization begun several years ago. The DMC continues to review a record number of applications for building improvements ranging from new awnings to major exterior and interior building renovations. Each application is important because it represents an investment and confidence in the downtown and contributes to the sense of renewed vitality.

Cranford is a very desirable town. Our image and attraction have been enhanced by these investments, marketing efforts and focused, strategic planning. But, we are far from finished. In fact, we are only beginning to make the decisions that will impact our town for years to come.

If consumers, prospective business owners or homeowners do not see value, or a commitment to restore value, they will not come here. Development can transform a poorly utilized or neglected area from a liability to an advantage by creating a more diverse use of stores, apartments and offices. Projects that are well planned and designed are “smart” in that they make more money, handle traffic better, pollute less, are more people-friendly, better for business and adapt better to changes.

There are many elements to downtown revitalization. A comprehensive approach simply means keeping your eye on the big picture, recognizing trends and being prepared to make appropriate changes, flexibility to prioritize and a team that understands how it all fits together. The approach must include economic development strategies, strong design standards, consistent property maintenance and marketing the downtown as a place for shopping, living and working.

Investment Trends Downtown

Where and how we develop our land matters to our personal quality of life and to the stability of our town. Cranford and other municipalities struggle with increased costs beyond local control and the desire to continue providing excellent services to residents. Good planning and smart growth makes it possible to preserve and enhance our community; preserve open space; utilize existing mass transit facilities to reduce traffic; and, reduce the burden on local property taxes by increasing ratables. Smart growth is essential to our economic, environmental and social stability.

The Downtown Vision Plan is tailored to Cranford but based on these Smart Growth principles:

§ New development must be a mix of retail space with either residential or office units that provide people living or working downtown who will contribute to the local economy and create a sense of neighborhood

§ Rehabilitation or expansion of existing buildings for the same purpose

§ Maximize the potential and importance of the train station as a vital service and create the pedestrian link between two areas of the downtown

§ Recognize that safety and convenience are important pedestrian needs and that foot traffic is absolutely essential to business success

§ Provide parking that is also safe and convenient, but directs people past stores and restaurants

§ Development and design standards that raise the bar so that new construction or building renovations mirror the best of Cranford. This is not business-unfriendly or an attempt to have a uniform look. Desirable businesses, developers and home buyers are drawn to towns that are attractive and well-maintained. Our commitment to high standards will reap benefits for years to come.