Fair Lawn, NJ, June 10, 2010 – For non-locals, the busy stretch of roadway through Fair Lawn and Elmwood Park is simply Route 4. To those who live, work, shop and dine there, the area is known as Broadway. Travelers will now be reminded of that important distinction, with the recent installation of two overhead directional signs by the New Jersey Department of Transportation (NJDOT) highlighting the Broadway District by name.
Getting the signs approved, funded and installed during lean economic times required a cooperative effort. One is installed on the Paramus Road overpass; the second, a free-standing sign, is located near the Hyatt Hotel on Route 4.
The Broadway Improvement Corporation (BIC) worked together with representatives of the Borough Councils in both Fair Lawn and Elmwood Park to get the job done. Mark Gordon, Principal of Urbana Consulting, LLC, coordinated the needed municipal and state actions that led to the installation of the two new signs. Gordon noted, “The challenge of this effort involved negotiating wording supported by local leaders and which also met the requirements of the national highway sign manual.”
The BIC hired Urbana Consulting of Maplewood, NJ to implement elements of the November 2008 Broadway Vision Plan co-authored by the firm on behalf of the BIC.
People involved in the process believe NJDOT officials recognized the importance to drivers and to the respective communities of having Broadway seen as a recognizable destination.
“The BIC has been working for a long time to move Broadway away from a highway feel and towards a boulevard feel,” said Bob Beshlian, BIC President. “With the recent reduction in the speed limit and the imminent installation of a new ‘Welcome to Broadway’ sign, we have collectively taken a big step forward towards reaching our goal.”
“Every time I pass underneath the overpass it makes me feel like we have accomplished something very important. The signs will help define the Broadway District as a destination for shopping, dining and services and will benefit local business owners and consumers interested in shopping locally,” said BIC Board Member Elyss Frenkel.
Elmwood Park Councilman Richard Trawinski agrees that the signs are an important complement to efforts to bring continuity to the Broadway District, including new facades and streetscape elements. “Anything that makes Broadway more identifiable and enticing is good for the communities of Elmwood Park and Fair Lawn, and I look forward to continuing to work together with our colleagues towards that goal,” Councilman Trawinski concluded.
For more information about programs and services provided by the Broadway Improvement Corporation, visit www.BroadwaySID.com.
