Here’s one of the unique things about Jersey City: It’s actually a patchwork of areas woven together to create a neighborhood of neighborhoods.
“It’s always been a mix of poor areas, middle-class areas and affluent areas,” native and longtime cheerleader Mike DeMarco said. “And if you walked through the city, you always could see where one neighborhood ended and another began.
“That wasn’t always a good thing.”
DeMarco, shortly after taking the reins at Mack-Cali — and shortly after moving the REIT’s headquarters to Jersey City in the summer of 2016 — wanted to do something about that.
Feeling a mixture of art and entertainment, improved landscaping and cleaning, and increased security and safety measures could create a Jersey City that would be more attractive to residents, business owners and visitors, DeMarco worked to create the Exchange Place Alliance, a Special Improvement District that would bring greater vibrance to the town.
He was right.
Nearly 10 years later, with DeMarco serving as chairman, the SID has had such a tremendous impact that the Jersey City Council recently approved an ordinance to expand its boundaries.
The Alliance’s new territory will include the area bordered on the West by Marin Boulevard, to the North by 2nd Street, to the East by Warren Street, and to the South by Christopher Columbus Drive.
Council President Joyce Watterman, an Alliance board member, said she has seen the impact the Alliance has made and is eager to see the size and scope of its work increase.
“I support this proactive decision by the Alliance to help support the businesses and residents in communities adjacent to Exchange Place,” she said.
Deidre Crockett, the executive director of the Alliance, said she was thrilled to have the support.
“We are excited to extend our capital improvement program beyond Exchange Place into neighboring communities to create similar vibrancy and a sense of place,” she said. “We thank the councilmembers who share our vision for the area to benefit all Jersey City residents.”
That vision is clear.
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The impact of the Alliance was seen early on.
Efforts to spruce up the area — regular cleaning, repaired infrastructure and updated landscaping — could be seen right away. The group has planted more trees than many thought possible.
Increased safety and security — the Alliance hires off-duty officers for the overnight shift — helped, too.
These efforts led up to the transformation of Exchange Place Plaza, an $8 million effort that was completed last fall.
The capital improvement project — which was delayed by the pandemic — created a more pedestrian- and community-friendly area, one that is walkable and includes plenty of seats for lunches on a nice day or a festival of art or music on the weekend.
Last summer, Exchange Place Plaza hosted a two-day jazz festival, which brought over a hundred musicians and food trucks and several thousand people to the plaza.
DeMarco said the Alliance has bigger plans ahead.
In addition to planting more trees and creating more parks — for kids and for dogs — the Alliance is working with the city on a project called the Ice House Creative Center, a new arts and community hub being developed at 335 Washington Street.
The Center will be housed in a 10,000-square-foot historic industrial building and feature four flexible spaces — two that will be approximately 2,000 square feet and two that will be approximately 1,500 square feet. It also will include a large rooftop deck that comes with a high-level sound system.
“We wanted to have a really great place where you can host small events,” DeMarco said. “It’s another way that we can bring people to the area.”
The Alliance hopes to begin construction this summer and have the facility open next summer.
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This might be the best thing about the Exchange Place Alliance: It doesn’t cost taxpayers a penny.
When DeMarco started the initiative, he had access to funding from Mack-Cali (now Veris) and the pull to get other business owners involved.
He said it was an easy sell.
“We tax multi-family commercial owners, the guys whose values go up if the city’s a better place,” he said. “If you own a building that’s worth $500 million, but they’re not cleaning two streets away from you and the area looks awful, you’re eager to pay.”
The Alliance’s budget, which started at approximately $1.5 million is now two times that, DeMarco said. And because the Alliance keeps administrative costs low, the payoff is easy for businesses to justify.
“They get clean streets with security, arts and entertainment,” he said. “It’s actually a bargain.”
DeMarco has moved on from Mack-Cali/Veris, but his influence in Jersey City remains strong.
“I have a board full of the biggest owners in downtown, a real ‘Who’s Who’ list, and none of them complain,” he said. “They actually ask how we can do more.”
More is coming.
In addition to Ice House Community Center, the Alliance intends to increase the money it spends on landscaping and cleaning. A special effort is being made to repair and restore the various statues in the area, too.
And while the efforts are of great benefit to businesses and their employees, DeMarco always thinks of the residents — especially the kids.
“We’ve built two parks since we started — that’s two of only eight parks in the city,” he said.
The parks come complete with cameras that can be seen at area police stations, too, adding to the sense of security. It’s worth it, DeMarco said.
“When you build a playground where there’s never been one before, and you see hundreds of kids playing there every day, it makes you feel good about what you’re doing,” he said.
“You say, ‘That was a good use of time.’”
Soon, that feeling will be felt in an even larger area in Jersey City.
