Rubber Avenue Revitalization – 9/14/2009

Posted by Bob on September 14, 2009 under Daily Blogs | Be the First to Comment

The recent article in the Waterbury Republican-American regarding the struggling business climate along Rubber Avenue resulted in strong comments from some of the existing business owners.  Our office received a couple calls wondering why the mayor’s office would allow any negative statements to be made about Rubber Avenue.

The simple answer is that our office does not control what is said or written by the media about any topic.  Our office was contacted by the Republican-American with regard to why businesses, some with national affiliation, have struggled during recent years.  Having been involved with numerous economic development projects and organizations for over twelve (12) years, I answered the questions frankly and honestly.  My comments have been consistent with public statements I have made for many years, including during this year’s mayoral campaign.

I couple business owners have reacted to our office for doing so, which certainly is their right.  If a newspaper article and some comments from a mayor are what it takes to spark discussion about ways to address long-standing concerns associated with the Rubber Avenue corridor, we welcome such a reaction.  One business owner informed me that the article may have started a “revolution” led by Rubber Avenue business owners.  My response is that it is about time.

This is not the first time a commercial corridor in the Naugatuck Valley has experienced difficult times.  My first job after graduating law school was with the Greater Waterbury Chamber of Commerce, Inc.  As Director of Government and Economic Affairs, one on my responsibilities was to address the concern of member businesses along the Wolcott Street and Lakewood Road commercial corridor in light of the closure of the Naugatuck Valley Mall.  Business owners were  concerned about the numerous closings occurring in the area and what the future of the area would be.  After organizing key leaders at the old Scoreboard Restaurant, it was decided after much debate that working together was necessary to revitalize the area.  Current State Senator and President of KarTele Communications Rob Kane was elected the first chairperson of the Wolcott Street/Lakewood Road Business Association, which became a standing committee of the Greater Waterbury Chamber.  Three (3) paid staff persons from the Chamber including myself were appointed to assist in scheduling meetings, organization events and developing common marketing campaigns.  The “Magical Retail Mile” name was developed and signs were constructed at the gateways of the area.  Outreach was made to non-Chamber members to become involved.

While Wolcott Street and Lakewood Road received a significant boost in retail activity after the redevelopment of the old mall property, businesses that became involved in the association were prepared for success as a result of the groundwork built during the time of transition.  Businesses and property owners along Rubber Avenue face different, more complex problems.  Route 69 (Wolcott Street in Waterbury) is a major state road leading to two (2) major cities.  Population densities increase the further south one travels into Waterbury.  Rubber Avenue is a regional road at most, and more likely a local one.  Population densities decrease the further west one travels away from the highway.  The lack of long-term planning and auxiliary roads between and/or behind properties restrict traffic flow during certain times of day.  None of these obstacles make success impossible or even unlikely, but we would be imprudent to not to consider their consequences.

At one time in Naugatuck’s history, everyone shopped in Downtown.  As the rubber factory declined and eventually closed, Rubber Avenue replaced Church Street as the main shopping destination for most Naugatuck residents.  The dominance of Rubber Avenue was short-lived, however, as national retail giants began exercising significant buying power to compete against local and regional stores.  Consumers became accustomed to traveling longer distances to other towns in search of savings.  While certain businesses such as grocery stores can survive due to different business models, local shops struggle unless there is critical mass of successful businesses attracting customers in large numbers.

Many other business districts and corridors have similar yet very unique stories.  The initial steps to enact change are recognizing the situation, gathering information and organizing together for common good.  Our administration is more than willing to assist in this process.  We extend an invitation to host a meeting of Rubber Avenue merchants and property owners at town hall or attend such a meeting at one of the businesses located in the area.