November 11, 2024 Meeting Minutes 

Chairman Chas Stevens called the meeting to order at 6:00 pm on October 14, 2024.

Kevin Sluka conducted roll call and the following Board Members were present:   

Present: Mike Kerwin, Natalia Kleyman, RanD Pitts, Ed Rebenack, Kevin Sluka, Beth Akkaway, Chas Stevens, Rick St. Pierre, Andrianna Popowych

Excused: Tania Althoff

CHAIRMAN REMARKS
Chas opened the meeting by wishing everyone a happy October. He noted that discussions about next year’s budgeting and board seats have begun. He also shared the exciting news about the recent birth of his first grandchild.

APPROVAL OF MEETING MINUTES
August and September meeting minutes were approved this month.

1. COMMITTEE REPORTS
   1. Infrastructure Committee
      Chas reported that the infrastructure meeting focused mainly on updates. He noted the removal of a couple of trees and tree fences. The environmental commission identified them as the most problematic and they will serve as a template for future tree work, depending on borough funding.
      
      He also mentioned that he and Olivia are working with Arterial and grant representatives for the planning and activation of Giardina and/or Division Street.
      
   2. Public Art Committee
      No updates for this month.
   3. Promotions Committee
      1. Headless Horseman
         Olivia noted that the Headless Horseman story walk took place this past Saturday, and the DSA will provide a full report at the next meeting.

Approximately 345 tickets were sold, and it was a great success.

2. Spooktacular
   Many community groups are participating and providing entertainment. One group will host a pumpkin carving demonstration, while Somerset County Tourism will organize a scavenger hunt with stickers at various local businesses.

Olivia clarified that Somerville Recreation is not hosting the pumpkin patch this year, but the DSA will take it over, and it will be located on the county lawn. 

Additionally, the movie “Beetlejuice” will be screened on Division Street, and there will be a 360 photo booth. A costume contest will require pre-registration, with the winner announced at the event.

3. Holiday Pop Up
   Olivia stated that the DSA has decided to postpone the event by a couple of weeks instead of starting on the 12th as originally planned. It will now take place in conjunction with Small Business Saturday on November 30.
   
4. Small Business Saturday
   The DSA has partnered with American Express for Small Business Saturday.
   
   There will be holiday scratch-off cards available. When customers make a purchase, they’ll receive a scratch-off card for a chance to win a prize, which is yet to be determined.

5. Holiday Jubilee
   Olivia stated that the DSA has planned to scale back on some activities this year to encourage more people to explore the town rather than gather in just one or two areas.
   

Survey responses noted that some events feel overcrowded, making it hard to enjoy them. The goal is to spread attendees by offering a variety of activities throughout the town. The team is working on these changes and will have a final schedule ready soon.

6. Weekend holiday entertainment
   Olivia noted that she was not aware that the Somerset Business Organization sponsored caroling around town in the past. The carolers reached out to the DSA to participate again this year, and the DSA agreed. Olivia mentioned that these activities were not included in the budget, so moving forward, there will be general holiday activities for December included.
   

Additionally, there will be a trombone group that was previously sponsored, and the Manhattan Carolers will also be joining for the Jubilee.

4. Finance Committee
   September spend reports were distributed by email and the 2023 audit has been completed. The auditor will be sending the final report soon.

The auditor noted past problems with bookkeeping and sticking to the budget. However, he was happy with how the DSA is operating now and shared some helpful ideas for future improvements.

5. Economic Vitality
   Chas noted that Sushi Yokohama has reopened, Savor has been open for a while, and Yoga Odyssey will be opening soon. There will be a joint grand reopening for all three businesses in early November.

RanD Pitts added a new cafe, called Cafe di Manela, will be opening soon and they’re waiting for the approvals from the Board of Health. They are interested in working with the DSA and having a ribbon cutting grand opening.

6. Update regarding fire investigation
   Kevin Sluka stated that the investigators are not finished yet, and there will be no demolition for either building.
7. Update regarding upcoming vacancies and business sales
   Chas noted that the honey store on Division Street is not renewing its lease, but a possible tenant is interested in opening a bookstore there, which was the most requested type of store from the surveys.

Mike Kerwin mentioned that Village Brewing has opened their basement for events and community gatherings.

Main Street Cheese is potentially coming on Main Street.

Olivia met with a local nonprofit museum at the diversity festival and they are looking for opportunities to showcase their content, which focuses on Somerville’s black history. Olivia discussed the possibility of featuring them at the holiday pop-up, and they are very interested in collaborating. Having a nonprofit in the pop-up was something that the DSA was intending on having as an additional opportunity for local community groups to be able to participate.

Mike Kerwin added that this nonprofit museum aims to establish a permanent home to honor the significant contributions of the African American community in Somerville.

Natalia Kleyman asked if there were currently only four applications for the holiday pop-up.

Olivia confirmed and noted that there are about 10 spots available because space is limited. Due to the time spent on negotiations and discussions, it was challenging to get the application out on time. However, the team will be pushing it out more and they expect to receive many responses.

2. DIRECTOR’S REPORT
   Olivia presented the board with the discussion from Main Street America’s visit last month. She provided the initial information sent by Main Street, but they have not yet completed their final report.

Main Street operates on four key points, and the goal is to develop programs around these points to create vitality in the local economy and promote togetherness among businesses. The goal is also to build a strong sense of community through events and activities that engage residents and visitors.

The top DSA events were the summer events (like Cruise Nights, Starlit Cinema) and the Holiday Jubilee. However, overcrowding was frequently mentioned as a challenge that needs improvement. Overall, people liked the events for their fun atmosphere, engagement, and variety. Despite using social media, email, and signage around town, many still feel uninformed about the events.

People want more information available in stores, as well as through printed mailings and local signs and flyers. These methods are seen as the most effective. Billboards, radio ads, and TV commercials haven’t performed well, which the DSA has spent a lot of money on before. Overall, they received a lot of great feedback and positive energy from the community.

The DSA conducted a needs assessment survey with the business community, which is still open for ongoing feedback. Most of the other challenges businesses face relate to marketing. Additionally, businesses expressed frustration about road closures during events, which affects their awareness and communication.

These are the top three focus areas that Main Street America recommends the DSA work on over the next three years:

1. Community Communication & Connectivity
   Olivia stated that it appears that many residents are not very familiar with what’s happening downtown or with businesses. It’s crucial that the community is aware of downtown activities and that the DSA communicates with them.
   It is also important to improve the visibility of the DSA among the public.
   
   1. Enhance Brand Visibility: Sharing stories is important, so the DSA started small business spotlights to highlight their stories. However, there are other stories to share, and the DSA can partner with history organizations and community groups to do this. This will help people feel pride in their town.
   2. Organization Positioning: It’s essential for the DSA to clearly communicate who they are and what they do to the residential and business communities. The DSA needs to clearly outline all the specific details necessary to make these projects successful.
   3. Experience Based Marketing: It’s necessary to clarify that the DSA is not a marketing or event planning company. The DSA’s role is to support the business community and instill pride in the residents. The marketing will emphasize the experience of being there and everything that makes the community special, beyond just the storefronts.
      
2. Empowering Entrepreneurs:
   1. Reestablishing a Supportive Culture: The business community has clearly asked for additional marketing support, and the DSA plans to provide that. They will offer information resources and create a network to help businesses connect with each other. They will also focus on encouraging businesses to work together and promote one another as much as possible.
   2. Business Tool Kits: There will be toolkits created for the businesses, including social media kits for various events. These will provide customizable graphics that businesses can brand. The DSA will offer storefront support with financial assistance for things like new awnings, power washing, or other improvements to the building’s exterior.
   3. Property Owner Tool Kits: Property owners will also be involved to help fill any empty storefronts quickly.
      
3. Amenities Refresh:
   1. Design & Safety of Outdoor Public Spaces: Many survey responses indicated that people feel safe in the community, with about 70% reporting a sense of safety. However, there are still some darker areas that make people uncomfortable. A lighting study needs to be conducted to identify these dark areas and find ways to improve the lighting. Pedestrian-friendly concepts need to be prioritized to encourage people to walk around town safely.
   2. Beautification through Arts & Culture: The arts and culture strategies have been successful and will continue with other projects. There has also been discussion of creating window vinyls that allow people to take pictures and share on social media.
   3. Refreshing Signage and Wayfinding: When MSA visited, they mistook Fireman’s Walk for a walking tour. If people are not familiar with the area, it might not be clear that it’s a walkway. Clear marketing on signage is crucial for helping visitors understand.
      
4. Strategies for 2025: Community Connection
   1. Olivia proposes creating a storefront improvement program. This would provide funding opportunities for businesses and property owners to enhance their storefronts in various ways.
   2. For promotions, the DSA plans to implement a downtown promotional strategy to reconnect with the community. This will include holding community meetings once or twice a year and sending out newsletters to mailboxes. These newsletters will inform residents about what’s happening downtown and highlight the reasons to be proud of their community.
   3. There will also be a focus on building a promotional strategy for the DSA, which includes fundraising and developing a volunteer program. This program will create excitement and encourage more people to volunteer.
   4. An online educational hub will be created to provide resources and connect businesses within the economic vitality strategy.
      
5. Strategies for 2025: Empowering Entrepreneurs
   1. The hospital is a great example of a Somerville business wanting to engage and support the DSA’s projects. The participation kit will include tips and tools to help businesses make the most of the events. This will ensure they are aware of upcoming events, such as road closures, and provide customizable social media graphics. Overall, it will help clarify the connection between businesses and our events.
   2. A marketing subsidy program would allow businesses to receive reimbursement for marketing expenses related to events or programs. If a certain amount of marketing for their business has been spent, they can submit receipts and the DSA will reimburse those costs. This promotes individual businesses and also benefits the entire district. 
   3. The DSA is currently launching a community gift card program to support the “buy local” initiative and strengthen community ties. These gift cards are for in-store use only, helping to promote the district and local businesses.
   4. A curb appeal kit will be created to focus on smaller items, like planters, A-frame signs, or branded doormats. The goal is to help unify storefronts and assist those who may not have the means to acquire these items.
      
6. Strategies for 2025: Amenities Refresh
   1. One idea is to create a brick program for fundraising and community engagement. With Giardina, the DSA could offer sponsored bricks that people can purchase to be included in the walkway. It gets people involved in the projects and builds up pride for economic vitality.
   2. The DSA plans to create more district maps for information on local businesses and restaurants. These maps can be available both digitally and in-store, helping visitors easily locate shops and restaurants they’ve heard about. Store employees can also recommend their favorite places, encouraging more shopping and support within the community.
   3. The DSA wants to install photo-op murals, like window vinyls that say “I love Somerville,” with spaces for visitors to interact and take pictures. This will engage people and encourage them to share their experiences online.
   4. They are currently planning improvements for the Division Street walkways, focusing on lighting and adding more amenities. They can track the progress using digital metrics and feedback from the hospitality team.

The DSA attended a webinar about the annual assessment required by Main Street America, which outlines six key standards they must meet. The DSA is required to rank themselves on a scale from one to five in various categories. The assessment tool is due February 15th, and it’s important for measuring growth and impact.

Natalia Kleyman shared her thoughts, noting that while the tool is valuable, it mainly focuses on the Somerville community. She emphasized that from a business perspective, it’s crucial to engage with neighboring communities and encourage visitors to come to Somerville, which the tool doesn’t seem to address.

Olivia responded that the main focus is on the local community. When the residents take pride in their town and share it with others, more visitors will come. It’s crucial to build a strong foundation with the residents first, but outreach to neighboring towns will happen.

Marc from Pops Bike Shop asked what authority the DSA has to address certain issues.

Olivia said that the DSA has authority over certain areas. The sidewalks require collaboration and involvement with the borough. There has been progress with the trees, but upgrading the sidewalks will take more time and funding.

Marc mentioned that he has spoken before about the issues with the sidewalks and some are nearly impassable. Recently, a customer who buys wheelchair tires told him they avoid coming to Somerville because they can’t navigate the sidewalks with their wheelchair. He also mentioned issues with outdoor seating on the sidewalks.

Kevin noted that there’s a requirement for a clear four-foot path for the outdoor seating and the borough won’t be making changes to that setup. He will speak with Marc after the meeting.

Conlin noted that some rental communities didn’t receive the survey and mentioned that she only sees marketing for events on Main Street.

Olivia stated that the mailing went to every mailbox in Somerville and according to the carrier route map, that area was included. There was also promoting it through social media and email.

Rick suggested that the DSA should hold individual meetings with the property or community managers of new developments.

The Central Jersey Business Group is a new group that was created by some Somerville businesses that felt there was a lack of resources for those without storefronts. An employee asked if there are plans for resources, events, or outreach to help these businesses that do not have a storefront or the funds to open one.

Olivia noted that there have been various vendor-related events that offer opportunities for those businesses. However, this program operates as an improvement district, where physical businesses pay into the district and receive benefits in return. There could be more opportunities in the future and the DSA can help if any of these businesses want to open a storefront or need funding.

Kevin mentioned that the Borough can assist and provide support if those businesses collaborate to plan a one-day event or similar activities.

3. NEW ITEMS/UPDATE
   1. New Board Members
      Chas mentioned that two to three board positions will open in 2025. As a reminder, applicants should send their letter of intent and resume to Olivia via email as soon as possible.
      
   2. Reminder- November Board Meeting
      The November board meeting will be completely virtual on Monday the 11th due to the holiday.
      
4. OUTSTANDING ITEMS
   1. NJ Tourism Grant Reporting
      Olivia submitted the tourism grant report and is waiting for approval. This was the last part of the 2023 tourism grant related to Jazz Fest.

5. COMMENTS FROM THE PUBLIC
   Maria from Osprey Lane expressed her gratitude to the DSA and the board for all their efforts. Osprey Lane’s second location will be opening up soon.
   
   Olivia congratulated Mike Kerwin on being named Citizen of the Year by the Somerset County Business Partnership.
   
6. ADJOURNMENT
   
   Chas Stevens made a motion to adjourn the meeting on Monday, October 14, 2024, at 7 pm.