HILLSDALE—Following criticism that school district officials have not provided townwide public outreach about the proposed $82.5 million George G. White Middle School replacement referendum set for spring, school trustees approved a public relations contract July 18 for up to $55,000 to help get the word out.
Trustees hired Laura Bishop Communications LLC of Cherry Hill to undertake communications and public relations services for the March 14, 2023 referendum.
At a late June health curriculum forum, board vice president Sal Sileo confirmed a public relations firm would soon be hired to assist in district communications about the referendum.
Should the board’s $82.5 million referendum be approved it will cost the average homeowner an additional $100 monthly in taxes, or about $1,300 yearly over a 20-year bond term, said school officials.
The consultant had previously been hired in Emerson, Cresskill, River Vale, and Montvale, to work on local school referendum projects. All prior referendum votes were mostly approved.
“Fees will be billed on an invoice basis with a maximum budget of $40,000 over the contract period. Professional video production would be an additional $15,000,” states the resolution approved July 18.
Under Laura Bishop Communications’ March proposal to the district, the company stated, “Based on our experience working on bond referendum campaigns similar to the one for Hillsdale Public Schools, we estimate fees will range from $35,000 to $40,000 for referendum communications, community engagement and Get Out the Vote efforts. The fees include collateral materials’ layout, design and preparation for printing, but do not include printing or mailing costs, or other pre-approved out-of-pocket expenses, such as video, photography and giveaways.”
The proposal adds, “The Hillsdale proposal may ask taxpayers for a significant investment, just as taxpayers a century ago contributed to the construction of George G. White School. But regardless of the size of the district or the scope of the proposed projects, a bond referendum requires knowledge of the subject matter, specific skills, and many hours to educate constituents. We apply our proven approach to develop and implement a communications campaign, while also relieving much of the time burden placed on the district, so administrators and school boards can continue to focus on day-to-day operations.”
At an April meeting where options to renovate or replace the century-old George G. White Middle School were initially discussed, plus a subsequent meeting with older residents and a June 13 school board meeting where trustees okayed a March 2023 referendum school officials were criticized for not adequately publicizing the middle school options and possible costs for taxpayers.
At one point during the June 13 public meeting, where about 30 residents attended, then-board president Shane Svorec and resident Adam Hampton traded tense words over what Svorec viewed as negative social media comments about board referendum transparency by Hampton.
Svorec said the board answers all questions from the public attending its in-person meetings.
Since November 2021, Pascack Press has been reporting on the district’s consideration of options to renovate or replace the 100-year-old middle school.
However, residents were upset on June 13 about the lack of referendum information provided on the district website as well as the school board not broadcasting on YouTube or archiving its public meetings online for increased public transparency.
Several residents have called for the April 11 slide presentation on George G. White Middle School options prepared by Di Cara Rubino Architects to be posted online. However, Supterintendent Robert Lombardy has declined, noting that it will be done in the future.
Pascack Press obtained a copy of the presentation through a public records request.
On July 11, Lombardy told Pascack Press that the “official verbiage” for the referendum question was not yet drafted, and it was likely by late 2022 or early 2023.
Lombardy told Pascack Press on July 20 that he had not received any recent resident phone calls or emails on the referendum.
We asked how he would address seniors, and taxpayers, not wanting to face a possible tax increase due to a new middle school.
“All homeowners in Hillsdale, senior citizens included, are valued members of the community. The proposed middle school project will enhance the experience of our students and community in creating a 21st century public school complex supporting academic achievement, innovation, student wellness and robust community activity,” Lombardy said.
He added, “I have long held that the children and families in Hillsdale have made this town a hidden jewel within Bergen county. The proposed project will elevate Hillsdale as we move further into the 21st century.”
