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A closed highway and a ‘mad dash’ to e-commerce: Here’s how one New Jersey Main St. is preparing to reopen

Somerville’s Division St., a normally bustling pedestrian road, pictured from Main Street. In the entrance of the picture is an indication for Somerville’s weekly cruise nights, that are “on hiatus due to Covid-19.” June 9, 2020.

Will Feuer

Somerville, New Jersey has loved a rising tide lately.

Main Street is normally bustling, drawing crowds of 1000’s by way of the spring and summer season with occasions just like the annual Central Jersey Jazz Festival and weekly cruise nights, when basic automobiles line the road.

Within the borders of the city’s 2-square miles, about 12,000 individuals stay, having fun with a growth in each business and residential growth that has attracted youthful residents and new companies to the lively commuter city. There’s a communal environment to the Somerset County city, Mayor Dennis Sullivan stated, that stands in stark distinction to just some years in the past, when empty storefronts dotted the city’s fundamental thoroughfare.

“Five years ago, it was a ghost town,” Sullivan stated, attributing the turnaround to private and non-private funding. “A lot of those upper-story apartments are full now, where they were cobwebs just a few years ago.”

Iris Frank, co-owner of Village Brewing, cited the “comeback” of the city as “the reason why we picked Somerville” a bit of over a yr in the past when she and her brother opened the brewery. Now, the coronavirus pandemic and New Jersey’s stringent response to it threatens to disrupt the city’s upswing and the companies tethered to it.

New Jersey has endured one of the restrictive responses to the virus within the nation. Gov. Phil Murphy announced Tuesday he would raise the stay-at-home order that was put in place on March 21. But many companies will stay closed no less than till the state enters its subsequent part of reopening on Monday.

Businesses deemed nonessential have already confronted greater than 12 weeks of closure and count on extra weeks forward of low income as shops simply partially reopen to adjust to social distancing necessities. As New Jersey lastly paves a path ahead, enterprise homeowners and native officers are gleaning classes from different states which have already reopened on how to take action safely whereas balancing the financial wants of the neighborhood. 

Friday night time crowds are ‘all gone’

Village Brewing in Somerville, New Jersey, closed on March 16. Since then it has been surviving on takeout and supply orders, that are about 10% of ordinary enterprise.

Will Feuer

“I’m here on a Friday night and I look out the window at six, seven o’clock, where the streets would be teeming with people who are enjoying the evening, from the folks on a date night to families just coming to get ice cream and strolling and looking at the classic cars,” Frank stated. “That’s all gone.”

On May 29, Frank stood outdoors her enterprise as a sparser crowd than ordinary, most carrying masks, strolled down the road. The crowd, which Frank stated has been steadily rising in current weeks, pales compared to the numbers Somerville normally attracts throughout its busy spring season, but it surely’s an indication of hope for Frank that her prospects may return for the summer season.

Frank stated she celebrated the one-year anniversary of her brewery’s opening in April along with her enterprise closed, like 1000’s of others on Main Streets throughout the nation.

Somerville has reported 137 confirmed instances of Covid-19 as of Friday, and 6 individuals have died of the illness, in accordance with data compiled by Somerset County. But New Jersey, notably the northern a part of the state close to New York City, has endured the second worst coronavirus outbreak within the nation, with greater than 166,166 confirmed instances and no less than 12,490 deaths brought on by Covid-19 as of Friday.

While another states started to permit outside eating and retailers to reopen with restricted capability a month in the past, New Jersey’s restrictions nonetheless solely permit for curbside pick-up statewide. In early June, Murphy introduced that the state will permit outside eating and for retailers to reopen with 50% capability on Monday, about three months after Frank closed Village Brewing. 

Trouble on Main Street

Somerville’s Main Street on June 2. An indication posted to the lamp publish from the Downtown Somerville Alliance advertises curbside pickup and takeout.

Downtown Somerville Alliance

The long-term financial results of the coronavirus restrictions stay unclear. So a lot is unknown concerning the virus, the illness it causes and the way it spreads, all of which may affect how states ease restrictions. While researchers examine the character of the virus, payments are piling up for small companies like Frank’s and the prolonged suspension of enterprise threatens to throttle the native economic system.

Village Brewing has been surviving by promoting takeout meals and growlers of beer because it closed on March 16, Frank stated, including that gross sales are down greater than 90% in contrast with final yr. She stated she’s partnered with meals supply firm DoorDash, which has helped.

We could be naive to suppose that any of us, or any district, irrespective of the place you’re within the nation, goes to come back out of this example utterly unscathed.

Natalie Pinero

Executive director, Downtown Somerville Alliance

She additionally obtained a mortgage from the federal authorities’s Paycheck Protection Program, which is able to assist her climate the storm and pay her 40 workers. But she nonetheless has no thought when her enterprise may have the ability to return to any semblance of regular operations.

She’s been taking a look at eating places and eateries in locations like Texas and Georgia which were allowed to reopen, she stated, and searching for good methods to cut back the chance of an infection. Village Brewing has a large 17,000-square-foot, two-floor house, which is able to assist with social distancing, she stated, however one factor she’s seen from different states is that outside house is essential to reopening. 

Natalie Pinero, government director of the Downtown Somerville Alliance, stated she’s unsure all companies can take far more of a sustained shutdown. 

“We would be naive to think that any of us, or any district, no matter where you are in the country, is going to come out of this situation completely unscathed,” she stated. “I think that there is a genuine concern for our businesses, for our small businesses.”

The DSA has been attempting to assist native outlets survive the hiatus and put together for reopening, nevertheless it may look, Pineiro stated. For starters, the group has been working with outlets to revamp their on-line presence.

‘Mad sprint’ on-line

An indication posted on Somerville’s Main St. on June 9, lays out precautions meant to cut back the chance of spreading Covid-19. Signs on companies and visitors lights alongside the road inform pedestrians that masks are required in downtown Somerville.

Will Feuer

The group launched an initiative known as Somerville at Home, an internet site that gives steerage to the general public about which companies are open for take-out companies. It would not simply embody eating places. For instance, Nailed It, a do-it-yourself workshop on Main Street, has began to supply “make-and-take craft projects,” Pineiro stated, the place prospects choose up provides from the shop and may tune into live-streamed directions on easy methods to assemble the venture. 

Somerville has quite a lot of new and outdated companies, some which were on-line from the beginning and others which are simply now leaning into e-commerce, Pineiro stated.

“A lot of these small businesses are not set up for e-commerce or were not set up for e-commerce, so it was a mad dash once this happened to get people up to speed,” she stated. “Still there are some people that aren’t completely set up for e-commerce.

But online sales only go so far, especially considering so many Somerville businesses, like Carol’s Creative Chocolatez, which normally hosts regular artisanal chocolate tastings, are designed for an in-person and often communal experience, Pineiro said. To stir some excitement about shopping safely again, Somerville officials and the Downtown Alliance are petitioning the state to close Main Street, a state-owned highway, to traffic on at least some days every week. 

A musician performs at the 2019 Central Jersey Jazz Festival in Somerville, New Jersey. This year’s festival, which always takes place in Somerville, is slated for Sept. 11 to 13 and it has yet to be officially canceled.

Downtown Somerville Alliance

The town is hoping to hear back from the state this week, Pineiro said.

Closing Main Street and giving shops some space would be the safest way to bring customers back, and could help protect businesses in the future if the county sees a surge in cases again, as some states that have been among the many first to reopen have.

Closing streets to traffic

“Our retail companies can convey out tables of merchandise so that individuals can really feel protected and store open air as a substitute of crowding indoors,” she said. “And the identical factor with our eating.”

Some research, which has been endorsed by the White House, has shown that the virus doesn’t spread as easily outdoors and in direct sunlight. Cities beyond Somerville and across the country are now trying to find more space for restaurants and businesses that can move outdoors during the summer.

It’s far from the ideal summer season for businesses, Pineiro said.

“It’s definitely damaging to the momentum to have one thing like Covid occur and actually set us again,” Pineiro said. “You’re speaking about those that put their blood, sweat and tears and made sacrifices to be part of Main Street.”

Somerville’s not shy of shutting streets to traffic to benefit its pedestrians. In 2012, the town invested more than $400,000 in converting Division Street, perpendicular to Main Street, into a pedestrian street. Sullivan said the project, which began as a one-year pilot, has been a rousing success, drawing customers from throughout the region to the town’s businesses. 

Somerville’s Division St., pictured before the coronavirus pandemic, on one of the town’s themed weekly festivals. These celebrations can draw thousands in the spring and summer. The business community hopes to replicate the pedestrian street on Main St. to revive businesses while preventing the spread of the coronavirus.

Downtown Somerville Alliance

A threat to Somerville’s businesses is a threat to the municipal budget, local schools and basic public services, Sullivan said. He added that there’s no corporate presence along any of the surrounding highways, so an unusually large portion of Somerville’s tax revenue comes straight from Main Street.

It’s too early to determine whether spending cuts will be necessary, he said, adding that the current and most affected tax period ends in August. He said the borough has a surplus, but he’s hesitant to tap it unless absolutely necessary and the same goes for borrowing funds. 

“If I had a crystal job, nicely, I may do that job endlessly,” he said. “But it would not include a script and it would not include a Ouija board. It comes with numerous planning and numerous self esteem that you just’re making the appropriate resolution, however we can’t know till we have gone by way of no less than one other tax cycle.”

‘Worse than Sandy’

Rick St. Pierre, who has owned the Verve restaurant and bar for 24 years, said closing off Main Street for just pedestrians would go a long way in helping to revive business and restore consumer confidence in town. At the very least, he said, it would test the waters of how to do business while the virus is still circulating.

The bar at Verve in downtown Somerville, New Jersey in pre-Covid times. Rick St. Pierre, who has owned the restaurant for 24 years, is now busy installing a plastic divider between the bartender and patrons’ seats.

Downtown Somerville Alliance

In the meantime, however, he’s preparing to reopen with limited capacity and safety modifications.

He’s ordering Verve-branded face masks and stocking up on plastic face shields for further protection. A plastic divider will separate the bartender from customers and he’s figuring out how to install dividers between tables, which will be set six feet apart, he said. But the necessary modifications could be so burdensome that it’s not even worth it to reopen, he added.

“White desk eating is all about ground house,” he said. “With 25% and even 50% restricted capability, eating places will be unable to generate profits. What we might be doing is paying our labor, paying our meals, paying our utilities, and attempting to pay again that debt service that was created in January, February, March and April, simply because we have deferred funds.”

He said he’s confident that Somerville will bounce back. His restaurant has survived the 2008 financial crisis and Hurricane Sandy, which shut down utilities in town for weeks. He added that he’s learned to lean on the community and his network to survive crises like those, but Covid-19 is like nothing he’s seen before and he’s not sure younger less experienced business owners will make it.

“This is worse than Sandy, positively, no less than in my thoughts,” he said. “This is a distinct degree. We haven’t any management over this risk.”



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