During the Fall, the Township of South Orange, New Jersey reached out to the Market Research Center at Seton Hall University’s Stillman School of Business. The Township wanted students to help them reenvision the future of Irvington Avenue. Township leaders hoped that students, business owners, and residents could work with local government to come up with a plan for the neighborhood to revitalize the area. Stillman students worked with South Orange Township Administrator Barry Lewis, Assistant Administrator Adam Loehner, and the South Orange Trustees Sheena Collum, Deborah Davis Ford, and Steve Schnall.
“Irvington Avenue represents our community,” said Adam Warner, the director of the Market Research Center. “It’s right around the corner from Seton Hall and it holds tremendous unrealized potential. In addition, this project represented a great opportunity to partner with the South Orange community on an initiative that benefits everyone.”
Organizers collected roughly 500 survey answers from students and community members with ideas for Irvington Avenue. Some respondents recommended that officials address safety concerns in the area by improving traffic regulations, increasing police presence, and adding better lighting. Others recommended that officials change the physical appearance of the street by improving store-front signs, renovating building facades, adding greenery, and cleaning the sidewalks.
Students were particularly interested in revitalizing the businesses on Irvington Avenue. Some students suggested that the businesses on Irvington Avenue cater to college-aged students. Students also suggested that Seton Hall University could build a dorm for upperclassmen on the street to help give the area a younger, hipper vibe.
“This is not just an academic exercise,” Trustee Sheena Collum told the Stillman students. “Whether you stay in South Orange or come back and visit in 10 years, you will see the positive changes you helped bring about.”