FROM THE EXPRESS TIMES (North Jersey Media Group)
Thursday, August 17, 2006
Name change nonsense
Phillipsburg town leaders think they have hit upon another way to draw shoppers downtown.
It isn't attracting more of the appealing kinds of businesses that people want. It isn't increasing variety. It isn't making parking more convenient. It isn't adding additional police patrols to make shoppers feel safe. It isn't creating more pedestrian friendly paths for easier foot travel. It isn't hosting more family friendly events. The town is already trying those things.
It's excising the word "South" from "South Main Street."
Huh?
Council members say there's a stigma attached to "South Main Street" that discourages shoppers from visiting downtown businesses.
Their theory is that would-be shoppers would find "Main Street" a friendlier place than "South Main Street."
Heck, some critics argue there's a stigma attached to Phillipsburg itself. If town leaders excised the "ill" from "Phillipsburg," would a town named "Phipsburg" be perceived any better?
It's nonsense.
If there is a stigma attached to "South Main Street," it has nothing to do with its perfectly respectable name and everything to do with the conditions and atmosphere along one of the busiest streets in town.
Other towns with image problems have learned they need to eliminate their problems to improve their images. Phillipsburg is no different, and a simple name change won't revive South Main Street.
Phillipsburg has come a long way toward revitalizing its downtown shopping district, including establishing its shopper-friendly Urban Enterprise Zone with its reduced sales tax and creating a welcoming environment for new businesses, property owners and developers.
But there is much more work to be done.
Instead of focusing on quick fixes that won't fix anything at all, town council members should concentrate on long-term improvements that would lure new residents and shoppers into downtown and make South Main Street a coveted address.