RiverCenter will use grant to attract visitors to R.B.
$16K in state funds will target upscale commuters
BY SHARON LEFF Staff Writer

RED BANK - The downtown alliance will use a $16,500 state grant to help make Red Bank a destination for consumers and increase visitors to the borough.

Nancy Adams, executive director of Red Bank RiverCenter, said the money from the NJ Department of State - Division of Travel and Tourism will be used to promote Red Bank at NJ Transit railroad stations.

Adams said that with the economic downturn, people are staying closer to home and taking more day trips.

"I think it's a good idea, with the current gas prices … to promote ridership and a day trip to Red Bank, because people are doing 'staycations' instead of vacations," she said. "Come to the theater, walk through the galleries, restaurants and shopping."

She said there will be 30 posters created, and how many will hang at each rail station is still being determined.

"[They will] probably be on the platforms, but there may be something on the trains themselves," Adams said.

According to a proposal submitted by RiverCenter to the Division of Travel and Tourism, much of Red Bank's demographic is middle- to upper-income professionals, many of whom are also commuters.

The grant application states that market reached by mass transit is culturally and ethnically diverse and a prime target for the borough.

"We thought of doing it along the rail lines because it fit the demographics that would be customers at Red Bank," she said.

The proposal provides that River- Center will work with collaborators to create marketing brochures and guides, including a mini restaurant and mini shopping guide.

RiverCenter submitted an application for $25,000 but was awarded $16,500.

"We didn't get as much [but]…we're still going to be working with NJ Transit [for] the poster ads at the rail lines, and also we need to brainstorm about what our campaign will be," she said.

Adams said the groups involved will work to create a tagline that can be used on the promotional material.

"If we can't get anything by early fall, we'll probably do something in the spring," Adams said.

Partnering with RiverCenter are the Count Basie Theatre, The Two River Theater Company, Red Bank Visitors Center, Ansorge Unlimited Inc., Monmouth County Arts Council, Spark Market Solutions, Shore Region Tourism Council, Eastern Monmouth Chamber of Commerce, the borough of Red Bank and the Red Bank Restaurant Association.