FROM THE DAILY RECORD (Gannett Co., Inc.)
September 1, 2006
TIM O'REILEY DAILY RECORD
CHESTER -- The first stores at the Streets of Chester shopping center will open this morning as Barbara Collins holds out hope that they will kick-start sluggish sales in the vest-pocket-sized downtown a couple of blocks away.
"The retail business is all about traffic, and this is a great opportunity to get people into town," said Collins, who owns the Whistling Elk home decorations and gifts shop on Main Street. "It has been slow. We've had some turnover (among other stores). But I think this is very positive."
A few doors away, Ron Klein doubts that customers will swing by his Taylor's Ice Cream Parlor for a snack once they have finished dropping their money on clothes and shoes at the new center.
"It would be nice if people came by. We need the help,"he said. "But I believe anybody going there will do their shopping and then go home."
The new shopping center on Route 206 already is a hit for Continental Retail Development. The division of Columbus, Ohio-based Continental Real Estate Cos. leased all 32 stores, covering 105,000 square feet, weeks before the opening, reflecting the tight market throughout Morris County.
"There is a lot of pent-up demand for a project like this," said Jeff Zeigler, executive vice president of retail development at Continental. "If we had 200,000 square feet, we could have leased it."
The center will house the only outlets in the western part of the county of upscale national chains, such as Coach, Jos. A. Bank and Talbot's.
It likely will keep that distinction because of Highlands Act restrictions and the reluctance of many towns to approve permits for shopping centers.
According to market surveys and retail leasing agents, the county's vacancy rate has hovered close to a minuscule 2 percent for several years.
That has helped the handful of new projects in recent years, including ones on the periphery of Rockaway Townsquare mall, Shoppes at Union Hill in Denville, and Riverdale Crossing at Routes 287 and 23.
All were nearly or completely filled before construction was finished.
The Streets of Chester, formerly the site of a weekend flea market that helped bring customers to Main Street, has been in the works for 15 years, initially under different ownership.
An addition to Chester
The center's initial introduction to other merchants in town might be a bit contentious because the ceremonial ribbon cutting is scheduled Sept. 9, also opening day of the fall craft show that long has been a major draw of people to Chester.
Klein is among those worried about a perfect storm of traffic in the making.
In the longer term, the retailers are divided about whether shoppers will be willing to walk across the highway from the center to Main Street or to get in their cars to drive a couple of blocks and park again.
"My experience is that when I go to places like (the center), I go and leave," said Suzanne Pfister, owner of the Midnight Owl gift shop. "But maybe it will alert people to some of the changes here. I don't think it could be bad, and hopefully, it will help."
Sally Lund, who owns a tea room and gift store under her name, said, "We always live in hope, but I have the feeling it's going to be a captive audience over there. Business has dropped, and I don't think the mall is the answer."
Trudy Chatlos, owner of Chester Antiques, said, "It will bring more people to town, and I really think it will help. And the reopening of the Publick House will certainly add to that."
Several merchants expressed hope that the Publick House, a long-time fixture on one end of the Main Street retail district, will draw diners who decide to stroll and buy something.
The restaurant closed under a different name two years ago. It should be ready by the end of this month after a complete renovation that owner Bart Lubrano said has cost about $1.1 million.
"Chester is waiting for something like this to happen," said Lubrano, who discounts any help he will get from the Streets of Chester. "This area here is dead because they don't have a draw."
The Publick House and Larison's, another restaurant that closed for a second time last year, had bookended downtown for years.
Some merchants and town officials have discussed the possibility of joining Downtown New Jersey or the Main Street program run by the National Trust for Historic Preservation as a way to revitalize the downtown.
But others said they pay little attention to the neighbors.
"I've been here for 42 years," said John Boehs, who owns the Warmth of Wood unfinished furniture shop. "And I'll still be here no matter who comes."
Tim O'Reiley can be reached at (973) 428-6651 or toreiley@gannett.com.
If you go
The Streets of Chester will have a formal grand opening from noon to 4 p.m. Sept. 9. Located on Route 206 at Old Gladstone Road, the 105,000-square-foot lifestyle center includes the following retailers: Acorn, Aerosoles Shoes, Ann Taylor, Banana Republic, CafeVilla, Carter's, Chester Frame, Chico's, Children's Place, Coach, Coldwater Creek, Corbo Jewelers, Gap, Gap Baby, Gap Body, Gap Kids, Gymboree, Icing, J Crew, J Jill, Limited Too, Stride Rite, Studio U, Talbots, Talbots Petite, Talbots Woman and White House/Black Market. The opening event will include a ribbon cutting at noon as well as clowns, face painting, juggling, stilt-walkers, caricature artists, balloon twisting and other activities for children. Entertainment will be provided by Wildcat Jazz, The Funtime Four, a strolling barbershop quartet and trumpet player Rick Pierce.