During the day, downtown New Providence is a vibrant scene, with local residents busy eating lunch or dinner, shopping for groceries, picking up a few things at CVS, or popping into one of the retail shops to buy some Christmas gifts. But as the sun sets, it's easier to see several “for rent” and “available” signs in open downtown storefronts. 

To Bill Ferdinand, co-owner of Ferdinand Jewelers, the empty shopping scene after 5 p.m. is indicative of a town he says is in “dire straits.” He wants to see it thrive and believes that residents, municipal and business leaders have made a decision that will lead to its revitalization.

As President of the Downtown Improvement District, Ferdinand is dedicated to fighting for New Providence residents' discretionary dollars. He sees friends and neighbors leave for neighboring towns to share a high-end meal with cocktails or a bottle of wine. But Ferdinand believes the borough's commitment to the liquor-license referendum is the first step to bringing more nightlife, businesses and customers to town.

"You have some good restaurants, but there is nothing like a fine restaurant in New Providence,” Ferdinand said. “People will go to Berkeley Heights to Delicious Heights, to Chatham, there are some places there, to Roots or Winberies in Summit. The only way you’re going to get these fine restaurants is if you allow for liquor licenses to come in. Some people think there will be more drinking in town, but [some residents] already drive out of town to drink and then come back into town."

As a historically dry town, the passing of the Liquor Consumption Licenses Referendum on Nov. 8 was significant for business owners. While many believe it will be a benefit, most restaurant owners are waiting to see if the Borough Council does in fact take formal action to allow for the sale of liquor licenses, and to learn what the process will be to obtain one.

Although many residents voted “yes” for the referendum to allow the sale of liquor licenses, council still has to approve an ordinance to start the process. Borough Administrator Doug Marvin said the sale of the liquor licenses would generate one-time revenue for the borough. That revenue will benefit the town, but ultimately the council would decide how to use those funds.

“The governing body makes all spending decisions with regard to revenue it receives,” Marvin said. “This is really considered a one-shot revenue; it’s not a reoccurring revenue. So this would typically not be used in the operating budget. It would probably be set aside, quite frankly, and then used for a one-time project.”

The number of licenses available to any municipality in New Jersey is based on a formula of one license per 3,000 residents, according to responses made by panelists at the Liquor License Referendum Forum in October. The 2010 census numbers report that the population of New Providence is 12,171, which would allow up to four licenses here.

Ferdinand does not think restaurants that choose to buy a license and sell liquor will negatively affect the restaurants that do not. Instead, it will allow the community a choice. In turn, it could also attract more retailers to open new businesses in the borough.

"What we’re trying to do here is help the small mom and pop stores and get more back in,” Ferdinand said. “You have to make adjustments with the times. This whole thing of, 'Oh, we’re proud to say we’re a dry town.' Well, congratulations. You’ll get a brass plaque and can put it up there but you know what, times have changed."

Michelle Brunner, President of the New Providence Business and Professional Association, said people typically do not come to New Providence to walk around and shop. The association views the license sales as “an important economic development tool, which over time has the potential to help revitalize downtown and other commercial districts.”

“We’re never going to be like Summit; we’re never going to be like Westfield,” said Brunner, who owns Martial Arts for Life with her husband, Rich. “There’s just not enough retail space or strip malls or shopping malls. Having said that, though, people will stay in New Providence. We have a lot of really good restaurants that are BYOB, and a lot of people do just like the ability to go out and have a drink when they can and not have to worry about bringing their own [liquor]. What that then does is people come to downtown, they might meet some friends who are from out of town. They’ll hang out, they’ll eat dinner, and they might then walk around the downtown and see what types of stores there are and see what’s out there.”

Robert Davies, chairman of the Suburban Chamber of Commerce and owner of Davies Insurance Management in New Providence, agrees the recently passed referendum will be good for the town.

“I think it will help the tax base and I think having liquor permits in town could encourage shoppers to shop downtown in the evening because they have another reason to be down there,” Davies said. “Having said that, I’m not an expert on taxes. But any business that draws any other business in the area, as you know, is good for the tax base and good for the vibrancy of the town.”

NEW PROVIDENCE BUSINESSES SEEK A BOOST

While some new businesses have come to New Providence this year, most of them are food vendors. Throughout the last decade, several small businesses selling actual goods — not just offering a service or selling a meal — have closed in the borough. The cause could come in many forms. Perhaps it’s just the economic downturn or perhaps it’s something more specific, such as the closing of ACME — the Village Shopping Center’s anchor store that shut its doors four years ago. Still, perhaps it is something more generic, such as the perception of New Providence. Many outside residents don’t see the town as a shopping destination, or even a place to go out for a nice dinner.

Numerous business owners agree that the economic downtown in recent years and the absence of a strong anchor store in Village Shopping Center hurt many businesses in the borough, causing many to close or move.

Before the A&P opened in New Providence in September, 2010, that space was vacant for a few years after the ACME closed. Ferdinand said there used to be more small businesses in the borough selling clothing, shoes and other goods prior to the ACME closing.

Brunner, who opened her business in the Village Shopping Center in 2005 with her husband, Rich, said there has been a significant change in the business climate within the Village Shopping Center in the last few years.

“In 2005, I can tell you that this shopping mall was full. In 2005, when we were here, you had Prudential; Score, a tutoring center; a science center; Radio Shack; Creations Hair Salon; and before we were here, it was a Florist,” Brunner said. “Then next door, we had the pizza place, then another restaurant; Kidding Around Childrenswear; Blockbuster; the Cleaners, Toys That Teach; RSVP, which was like a Hallmark store; Blouse Town; Braunschweiger Jewelers; the Post Office and ACME. There was no vacancy.”

For the Brunners, staying open during a changing business environment was tough.

“We were a brand new business and we were just trying to hang on by a wing and a prayer, and we did fine,” Brunner said. “We’re obviously still here so it’s hard to say where that shift comes from. Is it because of the economy? Is it because the fact that there’s not much downtown?”

PUTTING NEW PROVIDENCE ON THE MAP

Regardless, many business owners agree that New Providence needs a change and having restaurants serve liquor could be the spark that attracts more people to town and benefits all local businesses.

Along with the potential changing landscape of downtown, Brunner would like to see New Providence adopt a late shopping night similar to other nearby towns.

“In Westfield and Cranford, they have this thing where Thursday night is their late night so stores stay open until 8 or 9 p.m. at night and people go out to dinner and they walk around,” Brunner said. “You see that. If you drive through, you see people walking. In this town, we don’t really have anything like that,” she said. “We have a kickboxing class that goes on at night [on Thursday]. It would be phenomenal if adults walked by and saw that. If we have these restaurants that draw more people in, they may say, ‘Oh, I didn’t know there was a Muscle Maker Grill here, or a kids’ clothing store or a karate school or whatever the case may be.”

Ferdinand agreed, mentioning that extended shopping hours one day per week would not only help local businesses bring in more money but it would create a night-time atmosphere that downtown currently doesn’t offer.

"I think it’ll draw people more to town to see other businesses. Not that I'm for working longer hours, but I feel you could get one night a week of evening shopping where stores stay open later because of the restaurant people coming into town," he said. "My hours have gone from 9 a.m. opening on Thursday to closing at 9 p.m. to 10 a.m. opening to closing at 5 p.m. My business isn’t growing. The streets get quiet after 5 p.m. During the day, I'm fine. It’s the business in the evening that’s not there. There’s not enough businesses in town to draw people to come here to shop."

Other local business owners agree.

Joe Savino, owner of Adams Fine Clothing for Men, said he does think restaurants serving liquor will help other businesses in town, but it will happen slowly and over a period of time.

“I don’t believe that a restaurant is going to change my business overnight, but I do think it’s going to remind people that New Providence is on the map and the more they come to New Providence, the more exposure my store gets and that can only help me.”

Jimmy Vardas, co-owner of Prestige Diner with his brother, Harry, also believes liquor licenses will be a boon to the borough.

“I am confident of that because all governing bodies have demonstrated the common sense and forethought to establish strict guidelines as to where, when and how liquor will be served and consumed,” Vardas said. “As a member of the New Providence Business and Professional Association, I have always been a proponent of the Shop New Providence campaign, [which emphasizes the importance for residents to shop within their hometown]. So if either one of the existing or a new quality food establishment offers alcohol, residents and people from other towns would be patronizing a local business. And, as usually is the case, there could be a spillover effect so other non-food businesses can benefit as well.” 

But John Sovis, who has owned Old Glory Restaurant with his wife, Anna, for 36 years, said he’s not so sure restaurants selling liquor will really benefit other businesses in the borough because the sale of liquor at local establishments could require more police patrols.

“Is this town ready for that? We’ll see what happens,” Sovis said. “My personal opinion was right from the beginning that it didn’t matter to me if they got liquor licenses or not. I really didn’t care if it happened or not. I don’t think it will affect me to the point where it will affect my business and I don’t think it will drastically affect the businesses in town. That’s my personal opinion.”

Sovis also emphasized that people will choose to go to a restaurant for the food, not for the liquor. Mary Jane Kantor, who has owned Kidding Around Childrenswear in the Village Shopping Center with her husband, Ken, for 17 years, agrees.

“Obviously with the restaurants, number one is their food, not so much if they’re serving liquor or not,” Kantor said. “But maybe that was turning off people from opening a restaurant in this town because there wasn’t a liquor license so now it opens a door for those types of restaurant people. They could open business and if it’s good, anything will help.”

Kantor said the new Smashburger has even helped her business, but she thinks New Providence needs more retail rather than restaurants.

Valerie Wass, co-owner of Muscle Maker Grill in New Providence with her husband Jeff, would like to see different kinds of restaurant options, perhaps a tavern in town.

“Sometimes people want to go to a restaurant and sit down and not have to think about, ‘Oh I got to bring a bottle of wine. Should I bring red or white? Should I bring a six-pack of beer?’ I think the town would benefit and I think if the town benefits from it, it keeps more people in town, which is going to help businesses in the town,” said Wass, who is not interested in a liquor license based on the nature of her franchise. “I’m not saying a drunk, crazy house. I mean a nice tavern. I live in Mountainside and they have a really nice pub there. It’s just a nice place where people want to go hang out after work. They have a fire place, they have a nice, handsome bar. People have a cocktail or two, and they also serve food. It’s very nice.”

So now that we’ve learned about the history of the liquor licenses referendums in New Providence and heard from numerous business owners, be sure to check back tomorrow when we’ll hear from even more business owners and who may be interested in purchasing a liquor license.