Dear Friends of Springfield Avenue,
Greetings and a Happy 2021!
It goes without saying that 2020 was a year of challenges for everyone, including the over 100 merchants that make up Springfield Avenue. Aside from the unprecedented health impact of the Covid-19 pandemic, the associated gathering limits and business shutdowns tested all of us. While 2020 was a year of hardship, it was also a year of resilience, growth, and even some successes.
I’d like first to praise our community of business owners, who collectively showed flexibility and creativity in adapting to the new business norms of Covid. In the early months, gyms and studios went virtual, restaurants pivoted to takeout and delivery, and retail stores offered curbside pick up. Our salons and barbershops reopened with best practices in place, using masks and limiting appointments. As a group, SAM merchants persevered and showed the entrepreneurial spirit that defines being a small business owner.
I’d also like to thank the community that shops, eats, and frequents Springfield Avenue. The support of customers is what allowed our many small businesses to stay afloat, and that support was offered in a variety of ways. Customers prioritized shopping locally during the holiday season, purchased gift cards, promoted businesses on social media, and stayed loyal to their favorite small businesses.
Now on to some accomplishments:
Economic Development and New Business Openings
Springfield Avenue welcomed an encouraging number of new businesses, given the business climate. We saw a mix of new eateries, retail stores, and service shops open, for a total of 13 new businesses, as highlighted below.
In addition, new businesses such as the Apothecarium and Premiere Martial Arts signed new leases and began fit-out. Businesses also continued to work with the Design Review Committee to install attractive façades and signage that will help bring customers through the doors.
To aid our businesses, SAM took an active role in communicating to merchants the State and Federal financial aid opportunities for small businesses, as well as State and local health mandates. We provided bulk masks to many of our businesses to promote mask-wearing compliance for employees and customers, and shared low-cost sourcing information for PPE. Posters were distributed to promote the wearing of masks, and frequent emails kept business owners informed of grant and loan programs and public resources. Many of our businesses were able to take advantage of these programs.
Events and Public Art
While many of our traditional events had to be postponed, SAM was able to add some new events to reflect the needs and limits created by Covid.
In February 2020, we introduced our storefront poster tour, Walkway of Heroes, to celebrate Black History Month. Recognizing the renewed importance of social media advertising, SAM ran social media campaigns, including Show Your Stuff SOMA and Dear SAM, to encourage local shopping. We also celebrated our diverse community of merchants in the Masked Portrait Series (see images to the right).
The Maplewood Farmers Market moved to Yale Corner in 2020 and featured weekly live music on several Mondays. SAM hosted a new Open-Air Retail Market for 11 Saturdays from September through December. The market featured both local merchants and home-based artisans, along with weekly live music. It quickly became a gathering point for residents to shop and to explore the Avenue. The Market was even recognized by Downtown New Jersey, winning Honorable Mention in the Winning Winter category.
Thank You to Our Supporters
Thank you for your support throughout the year—without you, SAM’s success wouldn't be possible. We look forward to growing even stronger in 2021 and serving our businesses, our local residents, and all supporters of Springfield Avenue Maplewood.
Warmly,
Jim Nering
President, Springfield Avenue Partnership
