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gmnews. Shoppers peruse the sale tables along Broad Street during the Red Bank Sidewalk Sale. RED BANK — Business recruitment, retention and promotion will be top priorities for Red Bank RiverCenter in 2014, as borough officials and commercial property owners seek to address a lingering vacancy problem in Red Bank’s downtown. RiverCenter’s $512,000 budget, introduced to the public during the March 12 Borough Council meeting, will fund a number of new marketing and outreach campaigns aimed at attracting new interest from throughout the region, according to River- Center Director James Scavone. “I think our strategy really has to be multifaceted,” Scavone said in a March 18 interview, referring to the downtown’s estimated 6 percent vacancy rate. “What we are trying to do is to reach out as far as possible. The proposed budget allocates $15,450 directly for business recruitment and an additional $30,500 for marketing and advertising. Administration costs and overhead account for $226,875 of the budget, which Scavone said marks a $30,000 reduction over last year. The savings, along with nearly $106,000 in grants, sponsorships and other funds collected outside of the budget, will go directly into programs and services to help promote the town and improve the downtown business district. While expanding existing business-recruitment strategies and generating new digital-marketing materials for potential businesses, Scavonne said RiverCenter is currently analyzing the way it approaches companies to seek out more effective methods. “I’m sure some of these companies get hundreds of letters and requests,” he said. “So we’re looking at how we reach out and how internally we can improve that process. Following the budget proposal last week, a number of council members lauded RiverCenter for working to address the downtown’s vacancy rate, which Scavone said sat at nearly 11 percent only a few years ago. “We are decreasing our vacancy rate and helping reduce our taxes by providing a vibrant business community, but also providing a more cultural and safe neighborhood for us,” Councilman Michael DuPont said. “We have become a very great town because of the cooperation between our business community and our government. Councilwoman Cindy Burnham, remarking on RiverCenter’s creative “camouflaging” of empty storefronts during the holiday season, asked Scavone if similar work could be done throughout the rest of the year. Scavone said a plan is already in the works. “We are looking into designing some kind of window covering that would be the same in every store, but that would promote the town and still look nice,” he said. “That is on our list. While the downtown still boasts a strong restaurant and hospitality scene, Scavone said RiverCenter is attempting to recruit a wide range of other businesses to Red Bank, particularly those that would serve local residents. In general, RiverCenter’s board mem- bers have expressed interest in recruiting housewares and home-furnishings businesses, a small hardware store, clothing shops and other locally driven businesses, Scavone said. “Obviously, we can’t exclude somebody from coming to Red Bank just because we think it’s a good idea or not,” Scavonne said. “But within that, there definitely are certain types of businesses that we would like to target, that are either missing or that we think we could use. RiverCenter, which is funded by a special levy on participating commercial property owners, was formed in 1991 to help address a 35 percent vacancy rate in the downtown district. By 2006, the vacancy rate had dropped to 3 percent, according to RiverCenter officials, but the economic downturn in late 2008 forced a wave of business closures and relocations in the years since. Scavone said the vacancy rate is close to 6 percent this year, but it is trending downward. While economics have played a significant role in the downtown’s troubles, businesses relocate or close for a variety of reasons, Scavone added. Some tenants have complained of parking issues, while others have recently chosen to retire or close up shop to be with their families, he said. Problems with elevated rents in Red Bank, which were widely reported by some prospective and former tenants a number of years ago, have largely been resolved, Scavone said. “I don’t think rents are as much of an issue as they once were,” he said. “When the economic crisis happened, landlords, I think, were very realistic. They work hard to keep their tenants, if possible. In addition to recruitment, Scavone said RiverCenter is working to generate new visitor traffic for local businesses, as well. Together with the Red Bank Visitor’s Center, RiverCenter will use more than $26,000 in state grants and partner contributions this year to roll out a new advertising campaign in New York and Philadelphia designed to attract a new wave of interest in the borough. RiverCenter has also scheduled a new food and music festival for June 28-29 in Marine Park. Without an official name as of last week, Scavone said the fest will be geared toward country music, featuring beer and wine, alongside edible offerings from Red Bank restaurants. The budget also allocates $95,000 for capital improvements throughout the town, including upgrades to sidewalks and landscaping. Scavone said one such project will remove the rock wall adjacent to the monuments at Borough Hall and replace it with new benches and landscaping. The public hearing on RiverCenter’s proposed budget will be held on April 9. 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