What's In A Name? Cranford's DMC Changes Its Title

In an effort to clarify it's role as a department within the township, the was renamed last week by the Township Committee.

The Downtown Management Corporation - DMC - has been renamed the Downtown Business & Economic Development Office, effective June 12, 2012.

"The Township Committee acted on a long-standing recommendation from the DMC Board and staff to change the name to better explain the responsibilities and role of this Township department," Kathleen Miller Prunty, director of the Downtown Business & Economic Development Office said.

According to Prunty, the old name caused continued confusion leading people to believe the department was a private management company that controlled downtown businesses and properties, or that it is a membership organization.

“Some of our own colleagues didn’t realize the DMC was a township department and we were often confused with the Chamber of Commerce,” Prunty said.

The office, which oversees the Special Improvement District, is part of the township and was established in 1985 to promote investment, economic growth and improvements in the SID, which is commonly referred to as "the downtown."

The department is responsible for promoting downtown Cranford as an ideal location to open a business, invest, shop and live, Prunty said.

“That means we play an active role in decisions that affect the downtown like property maintenance, streamlining permit process, long term planning, parking, pedestrian safety and special improvement projects. At the end of the day, it is about making sure that Cranford is doing what is necessary so investment occurs from new business, new construction, building renovations and shopping,” Prunty added.

In 1985, Cranford became the first township in the state to create a Special Improvement District. The DMC was then established to oversee the SID. In order to officially change the name of the DMC to the Downtown Business & Economic Development Office, the Township Committee had to adopt an ordinance amending the township code.

“The Downtown Business & Economic Development Office will continue keeping business, property owners and the public informed about downtown news and projects with our e-newsletter, website, Facebook, Twitter, press releases and public meetings,” Prunty said.

The actual office which houses the department was destroyed last year, when Hurricane Irene tore through Cranford, causing extensive damge to the municipal buildind. The office now operates out of a trailer set up behind town hall. In addition to overseeing the SID, Prunty and her staff also run workshops for business owners on topics like social media, marketing, preparing a business plan and cross-promotions.

In addition to the new name, downtown Cranford is about to get a whole new marketing look with a new logo and tagline.

“We’ve been working on this for several months and look forward to unveiling the new design and promotion in a few weeks,” Prunty said. The new logo and tagline will be used on promotional and marketing materials.

The Downtown Board, appointed by the Township Committee, remains in place. The board’s 11 members include three SID property owners, three SID business owners, four township residents and one Township Commissioner. The advisory Board meets monthly to review and discuss progress on the 2012 Action Plan.