Since mid-July, the Westwood Chamber of Commerce’s 30-second commercial titled “Our Hometown Is Your Hometown” has run numerous times on News12 New Jersey in hopes of generating more visitors and paying customers for the borough’s beleaguered business owners.
The commercial features 35 local businesses, with owners offering their own form of greeting to welcome back patrons. Most owners are masked up but their messages are clear: “We’re open for business.”
But with Covid-19 restrictions in place requiring masks and social distancing, and only outdoor dining allowed, most business owners are hurting big-time, pulling out all stops daily to bring in customers.
One of the main movers behind Westwood’s video efforts to entice customers downtown, Chamber Secretary Mike Fitzsimmons said Aug. 20 that unless more patrons turn out to support local shops and eateries, he fears more businesses will shutter by year’s end.
He said restaurants, bars and casual eateries may not last until Gov. Phil Murphy eases restrictions on indoor dining or a novel coronavirus vaccine becomes available.
Fitzsimmons said currently about 14 business vacancies exist in the downtown, and at least eight businesses have closed since mid-March when Covid-19 first struck.
“A lot of businesses are just teetering on the edge. There are a lot of them just waiting to see if there’s any relief in sight,” said Fitzsimmons, who criticized Murphy for not allowing at least some socially-distanced and masked indoor dining.
He said nearby Rockland County and even Pennsylvania allows limited indoor dining (with masks and social distancing) to help supplement the limited outdoor dining allowed under Covid-19 restrictions.
“Our restaurants and businesses here are taking every opportunity to get people to feel safe by staying local to shop and dine,” he said. He stressed customers should feel safer by shopping close to home, and not going to “big box” stores often miles away.
He said even with restricted outdoor dining often 25–75 percent of tables are empty, and when it rains or bad weather occurs, outdoor business declines more.
Hoping to attract more local shoppers and diners, the Chamber is working in concert with Celebrate Westwood, which manages a summer series called Arts on the Avenues, featuring regular artist performances in downtown Westwood.
Other possible plans for bringing in visitors, following Covid-19 precautions, include an Octoberfest, pumpkin painting and carving and pumpkin lighting displays, small events to draw specific audiences downtown, extensions of outdoor alcohol permits, and other collaborative outdoor events with town agencies, business owners, and Celebrate Westwood participation.
A modified “Home for the Holidays” event is also likely with light displays instead of floats, suggested Fitzsimmons. He suggested events to kick off “early bird” holiday shopping were also likely, such as sidewalk sales.
A two-minute version of the Chamber’s “Our Hometown Is Your Hometown” commercial features expanded views of 35 featured downtown businesses, friendly waves and welcomes from shop owners, and shows the diversity of downtown shopping.
Fitzsimmons said he hopes the 30-second commercial will run through September on News12 and he also is seeking new members and donations from Chamber members to expand upon or continue the promotional campaign.
Much of what happens depends on funds available, he said, noting the whole video project came about due to a $1,000 initial donation by Denise Salto of her stimulus check. Salto wanted to help local businesses during the pandemic and the Chamber had strongly considered a video promotion campaign previously, Fitzsimmons said.
He said getting nearby towns’ residents to “think of Westwood as a destination is very important. We want to use that to tell our story and build on that,” he noted.
Also, building on and enhancing successful events and programs coordinated by Celebrate Westwood such as “Taste of Westwood,” Oktoberfest, and sidewalk sales can help boost downtown visitors and sales.
Celebrate Westwood’s Lauren Letezia said so far over 30 artist performances have occurred on downtown streets and Veterans Park through the “Arts on the Avenues” series.
“The partnerships with small businesses and restaurants who have offered their sidewalks, refreshments, and appreciation to our performers have been wonderful. All performers are volunteers and work for tips, although a small stipend has been made possible through funding from Westwood for All Ages,” she wrote.
“Moreover, our volunteer photographer Richard Frant of FrantVisuals has gone above and beyond donating his time and talents to capture the energy throughout downtown Westwood,” Letizia told Pascack Press.
Last but not least, said Fitzsimmons, Chamber officials need to keep reminding the governor to open up indoor dining. He said it’s unfair that surrounding states (New York and Pennsylvania) have allowed restricted indoor dining while New Jersey does not.
“You don’t see a spike in cases in Rockland County now. Why can’t Bergen County do what nearby Rockland County is already doing?” asked Fitzsimmons.
He said most Rockland County restaurants are allowed up to 50 percent occupancy with face coverings and social distance mandatory.
Selected businesses featured in the video include: Westwood Cycle, Harmony Tea Room, Kimchi Smoke, Bergen County Camera, Lepore’s Italian Market, Joe’s Craft Pies, The Iron Horse, Tons of Toys, P.J. Finnegan’s, Cafe Anello, Westwood Pets, Bellagio Jewelers, The Rolling Pin Cafe, Beyond the Barre, and Granita Grill.
To view the Chamber’s promotional video, go to www.westwoodnjchamber.com.
Photos courtesy Mike Fitzsimmons