Star-Ledger, July 14, 2000 Paterson plans to build on its past City aids merchants in restoring facades By Elizabeth Moore Ray Totino has a vision for his pizzeria. Outdated green siding would give way to stucco and brick, an echo of an earlier time. The red and green awning would come down, replaced by a more tasteful overhang. After 28 years on Main Street in South Paterson, Totino is looking to imbue his business with some eye-grabbing "old-world charm," while pumping up profits at the same time. Ordinarily, such renovations don't come cheap. But the city of Paterson, in one of the most ambitious efforts of its kind in the state, is helping to make Totino's vision a reality. Through a newly launched program, city officials hope to transform Main Street, Pateron's main artery, building by building, emphasizing the city's architectural past. Where garish awnings and bright neon lights now adorn storefronts, South Paterson's wooden clapboard buildings would be restored. Statuary and terra-cotta detailing on historic office buildings downtown would be highlighted. "We want to bring back the original architectural elements," said Paul Graziano, an urban planner working on the facade program. "We want to make it as tasteful as possible." The city, which has secured $2 million to launch the program, will pay 50 percent of the cost of improvements, doling out grants ranging fro, $2,000 to $50,000. If business owners along an entire block agree to participate, the city's contribution will rise to 70 percent of the construction cost. Officials say the facade improvement program, one of Paterson's Urban Enterprise Zone initiatives, will eventually encompass 360 buildings along 2.3 miles of Main Street, from Crooks Avenue on the south to River Street on the north. The hope is to make the boulevard more pleasing to the eye and to attract new shoppers and visitors. "This is a main thoroughfare for the county," Mayor Marty Barnes said. "We want to liven it up and bring it up to some consistency." While facade improvements programs aren't new - several New Jersey cities have employed them in recent years - Paterson's is among the most generous. In the six years that Elizabeth has run its program, it has handed out $3 million, but grants are capped at $21,000, said Mario L. Rodrigues, the coordinator of Elizabeth's program. Clifton, Red Bank and Jersey City also have programs, though all are far more modest. Paterson embarked on the effort two weeks ago, offering applications to building owners along Main Street. To help recruit participants, the city has opened an office at Main and Market streets to house Graziano, the urban planner, and Grace Lynch, an architect from L & C Design in Paramus, Lynch will advise building owners on their improvements. Building owners must receive approval for their facade plans from a three-person review board before winning city funding for their projects. Totino, who also owns a house on Main Street, is so enthusiastic about the program he's goten a local chiropractor and attorney interested in improving adjacent buildings. "It would be beautiful if we could get the whole block," Totino said. "It could be a talk piece for every town around. It'll definitely help the business people." Chiropractor Richard Sabbagh, who owns a business and two-family house on Main Street, agreed to participate after speaking with Totino. He says he doesn't mind taking down siding he installed two years ago to improve the look of the house. His plans include sprucing up his business building at Main Street and Montclair Avenue. "For my business, I would like a newer, fresher look," Sabbagh said, adding that he thinks the program will catch on with other owners through word of mouth. "When they see I have a new-looking building and the city put up half of it, it will trickle down." To get the word out, the city mailed brochures to building owners on Main Street. Urban Enterprise Zone coordinator Roberta Farber said the city also plans to enlist the help of Spanish- and Arabic-speaking business leaders to recruit others. The publicity is sorely needed. An informal poll of businesses near the pizzeria showed that many owners were unaware of the program. "It's a good idea, but I never heard of it," said Eid Salhia, owner of the Mediterranean Cuisine restaurant. Salhia said he rents space and would have to contact his building's owner to apply for the facade program. He suggested the city contact owners in person to help promote the program. Bilal Hajismaiel, who was working at his parent's Main Street shop, Sinbad's Grocery, called the facade program a good idea, but he warned that not all business owners have thousands of dollars to spend on the exterior of their stores. "You put your money into products," he said. "You need a lot of stuff before you make it look fancy." Though the city has heard from at least 30 interested building owners, Totino and Sabbagh appear to be among the first to participate. Both had concerns after their first meeting with the city that the application process seemed cumbersome and could be costly. Before the city pays out any money, a building owner must hire an architect to draw a design for the new facade, pay for any additional city permits and get three bids for the construction work from contractors. Even then, designs are not guaranteed to be approved by the city review board. Totino and Sabbagh decided to meet with Lynch, the city's designated architect, to hear her ideas on the facades before hiring their own architect to draw up plans. Lynch said she will meet with building owners and suggest designs that are likely to be approved by the board. "I don't want them to get frustrated," she said. While the entire project is likely to take years, officials said they're hopeful the program will change the face of Main Street. Eventually, said Farber, the Urban Enterprise Zone coordinator, the city plans to continue improving Main Street by installing new street lights, sidewalks and planters, paid for through other enterprise zone programs. go to top