Seaside Community 'Crafts' a New Image Incentives Aim to Attract Arts & Crafts Businesses
by Noelle Backer

(From left) David McCudden, Kate Mellina and David Christopher. Mellina and Christopher own Cleopatra Steps Out, in Asbury Park, N.J. Mellina is also a fiber artist, and Christopher is a craftsperson. McCudden is a painter and woodworker whose paintings are displayed in the gallery.

In the last few decades, an economic downturn has sent the seaside community on a downward spiral. For a time, it appeared that the resort, which enjoyed its heyday around the turn of the century, would never recover.

Asbury Park Chamber of Commerce President Tom Hayes explains the factors involved in the city's economic struggle. "Asbury Park was at one time a world-known resort -- in the late 1800s to early 1900s. Somewhere toward the mid-'60s it started to go downhill, and Asbury Park experienced the political rioting of the '70s. But what really pulled it down was a beachfront development project that became tied up for years in bankruptcy court."

According to Hayes, private developers had planned to rebuild the boardwalk, and began tearing down buildings. When the developers went into bankruptcy, the project froze; many of the buildings were left half-demolished, others were left vacant, and sites where buildings had been completely knocked down were left barren. The beachfront was in an unfinished limbo. Many people were just holding onto their properties, waiting for the boardwalk's "re-birth". When it didn't happen, they left.

MORE ABOUT URBAN ENTERPRISE ZONES To determine if a location in which you are interested in starting a business is an Urban Enterprise Zone, contact that city/town's Department of Commerce and/or Economic Development. (Ask for the Division of Urban Enterprise Zones).

Now, town merchants and city officials are determined to revitalize Asbury Park's historic downtown district by attracting multicultural shops and businesses featuring fine crafts, art, furnishings and unique food.

The Chamber of Commerce and the city's Economic Development Office are hosting an open house on Monday, October 7, to introduce potential business owners to the city and its small business incentives as an Urban Enterprise Zone (UEZ). UEZs provide significant incentives to businesses that locate within the zones. Those incentives include charging only 50 percent of state taxes on "in-person" purchases; sales tax exemptions for materials and tangible personal property; and subsidized unemployment insurance costs for certain new employees.

The city was also recently named by New Jersey Governor Christine Todd Whitman as an Urban Target Community, which ensures extra attention and help from the state.

The front of the Ocean Park Gallery, owned by husband-and-wife John and Bess McCarthy.

Hayes explained why the city is making such an effort now, after years of decline, to revitalize. "We finally decided rather than wait for the boardwalk, this downtown area has so much potential that really it should be in the forefront." Hayes also stressed that there was concern that if the boardwalk project were to advance first, big businesses would come in and buy up the surrounding properties, possibly tear down much of the city's unique and historical architecture, and "crush the downtown area. We want to direct the progress in a way that we feel is best for the community and the surroundings. We feel that creative people will have the most to bring to the area."

The Open House in October, Hayes added, "is really an opportunity to invite people to come and see it for themselves ... An artist tends to be a visionary type of person who can see through things and immediately recognize beauty, and make the best of it. ... We'd like to first educate the potential business owners about what has happened here, why and how the town has changed. ... You couldn't believe the state that a city with such natural resources, the ocean, the beach, three lakes, could be left in from a bankruptcy situation. It's like this kind of disorder."

Owner Burley Thomas Jr. stands outside his Imperial Design shop in Asbury Park, N.J.

Kate Mellina, owner of Cleopatra Steps Out rug/design gallery is one of the newest Asbury Park business owners, who is joining the city's efforts to attract other artists and craftspeople. "We opened a gallery a couple of months ago, with custom rugs and also some art exhibits," Mellina says. "We bought our two-story gallery/studio for $48,000; the first floor has two rooms for gallery space, and an office, and on the second floor we have another big gallery, a kitchen area and a classroom area where we can hold classes or workshops."

Two other galleries have recently opened in Asbury Park. The Ocean Park Gallery, owned by Bess and John McCarthy, settled in just a few doors from Mellina's gallery and features fine art by local artists, picture framing by John McCarthy, art prints and collecibles. The Imperial Design Gallery, located less than two blocks from the other two galleries, is owned by Burley Thomas, Jr., who designs and makes custom carved rugs (a different technique than hand-tufted). The McCarthy's have benefited from the city's UEZ program and the gas company's incentive program. Burley has taken advantage of the city's low rental rates.

Due to the city's economic decline, the "real estate is really cheap here," says Mellina. "This is the only place I could've afforded to do something like this."

FOR MORE INFORMATION To register for the free open house, or for additional information about starting a business in Asbury Park, contact Tom Hayes at (908) 938-1285 or Kate Mellina at (908) 774-6306.

In addition to affordability, Mellina was drawn to the area's unique architecture, the ocean-side setting and great business advantages, like charging customers only three percent sales tax. "This is a great location -- we're right on the ocean, the buildings are really funky and just crying for some creative people to come and take advantage of them," she explains.

A new theatre and convention hall recently opened, which is anticipated to bring in shows and concerts to draw more visitors. Mellina also mentioned that Asbury Park's neighboring towns are very upscale, and that the residents usually have money to spend, and that, "There's just a lot of real potential here."

Hayes adds that, "With all of the historical sites, unique architecture, natural resources and all of the support, everything is already in place, and we're just saying, 'When will it be ready?'

Noelle Backer is associate editor of The Crafts Report.