Approval signals rise in
downtown development
Five-store project to be built at corner of Union and Liberty avenues
LONG BRANCH — A new building, a new look and more amenities are in store for lower Broadway.
John A. Brockriede, a resident and longtime developer in the city, received Planning Board approval to move forward with a commercial building that is designed to hold five businesses on the corners of Liberty and Union avenues on property he purchased about six years ago.
The building, designed by architect James Monteforte, Neptune, will have an exterior facade of stucco, brick and fiberglass columns.
"This design complements lower Broadway," said Jacob Jones, director of community and economic development.
Jones added that a lot of effort was made to "design something that fits the existing surrounding structures."
"The building will cost between $800,000 to $900,000 to construct and will be privately financed," Brockriede said.
However, Jones noted that because the building will be located in the city’s Urban Enterprise Zone, it may receive some financial assistance.
"The state has traditionally supported commercial projects," said Jones. "Once the state gives us the perimeters, we can assist with some of the financing."
Jones noted that some changes will be made to Portugal Way, which runs parallel to Union Avenue. The street will be vacated to construct a walkway to make the area more pedestrian-friendly.
Pavers, which are part of the design around the building, said Jones, "will keep the look consistent throughout the Broadway area."
With five new storefronts, which should be available by this fall, the city has expressed specific uses that are not currently available on lower Broadway.
"We think [Brockriede] will be successful in getting retailers that will fit into the scheme of things," said Jones.
According to Jones, some of the amenities needed are banks, bookstores, convenience stores, clothing stores, more eateries, cleaners and possibly another coffee shop.
The cost of retail space on lower Broadway, which currently rents for from $8 to $20 a square foot, is expected to increase in the first year of redevelopment for that area. Jones noted that research shows pedestrian traffic will multiply from 5 percent to 10 percent within that first year, thus creating a stronger customer base which in turn will increase revenues for that area.
Jones said there have been a lot of inquiries from developers and retailers, but only about 10 percent of downtown space is vacant.
Brockriede is one example of the confidence developers are beginning to show in the redevelopment of lower Broadway.
"Broadway is the key to the beachfront, the gateway to Ocean Boulevard, and it is where everything will be," he said. "Broadway has to be a showplace."
"We feel confident that we can develop or bring in developers that will develop whole or half blocks, especially once the Broadway redevelopment plan is implemented," Jones said.