Storch boldly votes "no" on South Avenue Redevelopment Plan

Storch took exception to a "convenience store
with fuel services" in the area in red.

Gone forever would be classic watering hole Giovanna's...

... as well as the popular Tex-Mex Freppe's.

In a bold and perhaps fateful move (considering his seat is up next year), Ward 2 Councilor Cory Storch voted at Tuesday's Council meeting against the ordinance (M 2018-28) put forward by the Mapp administration adopting what is known as the South Avenue East Redevelopment Plan.

At the time of the vote, Storch read a prepared statement registering his objection (which he has posted on his blog, see here).

While he said he found "much good in the proposed redevelopment plan", he objected to language that would allow a "retail convenience [store] with fuel services" when there are already two 7-Elevens in that one block stretch of South Avenue.

The redevelopment plan covers the properties from FineFare to Wendy's on the north side of the roadway, and from Freppe's to the 7-Eleven on Terrill Road on the south side. The 7-Eleven is to remain untouched, but the residential property next to it on Terrill is included in the plan. (See map above for the use to which Storch objects.)

Storch pointed out the irony of allowing a new gas station in a "transit-oriented development (TOD)" zone -- the very point of which is to encourage pedestrian-friendly residential and retail development.

However, to be fair, it must be noted that the Gateway apartments project that is now well along in construction already abused the TOD designation by NOT including any retail.

So, just where did the slippery slope begin?


A LITTLE BACKGROUND

For some time now it has been rumored that Giovanna's restaurant was for sale.

The legendary Plainfield watering hole has been around as long as anyone can remember and has been the site of countless gatherings ranging from birthdays to retirements to celebrations by organizations such as the Rotary and the YWCA.

But soon that may all be just fading memories.

The hottest rumor of late -- emanating from the cozy bar at Giovanna's itself ---  is that the new redevelopment plan is tailor-made for a new Wawa convenience store to occupy the space from Freppe's to the 7-Eleven on the corner of Terrill Road. (See map above.)

That is a sizeable assemblage of properties, so such a proposal would dwarf the 7-Eleven.


WHATEVER HAPPENED TO 'RESTAURANT ROW'?

Once upon a time all the talk was of turning South Avenue into a fine dining destination, something Plainfield sorely needs and which would fit perfectly with the kind of apartments now going up across from the Dairy Queen.

That would have included Giovanna's, discussed above, and others.

From the day it opened, Freshwaters was that kind of restaurant. Even without a bar, the place was always mobbed and became a favorite dining spot for Newark's political in-crowd, immediately putting Giovanna's somewhat in the shadows.

Then along came the (renamed) Netherwood Cafe which -- with a bar -- became the New Democrats' unofficial "clubhouse."

And when Cliff and Sharon Freshwaters decided to move to a warmer climate, Freshwaters was replaced with the popular Tex-Mex restaurant Freppe's.

This tranquil little scene was shattered when the Netherwood Cafe was gobbled up for the large Gateway residential development now going up.

The Netherwood Cafe relocated to Fanwood as Sheelen's Crossing and is going gangbusters thank you very much though you will not spot many Plainfielders there.


WAWA. REALLY?

When my sister and her husband lived in Browns Mills, we used to stop regularly at the Wawa near Ft. Dix for snacks and drinks for the drive back to Plainfield.

Even 20 years ago, that store was monstrous and very busy.

The closest comparison I would make is to QuickChek and they are in fact natural competitors. However, this would be less like the store tucked away in the Somerset Street strip mall and more like the new super-sized store on Route 22.

I always thought of Wawa as a redneck store from the number of Confederate flags in the rear windows of pickups in the parking lot.

That may be unfair and their target demographic may be more similar to Plainfield's profile but if so I have never heard of it.


COLLATERAL DAMAGE

And what of fine dining?

The way a "restaurant row" really works is to offer a variety of dining experiences in the same neighborhood.

So, if the City is saying "no" to a "restaurant row" and is intent on installing a monster convenience store that will change the character of the area completely, what of the other businesses in the area?

To use the inelegant language of war when describing innocent victims who are killed, what of the "collateral damage"?

How will The Coffee Box, Plainfield's only upscale coffee shop, be affected?

Who then would even venture to open another fine restaurant on South Avenue?

The thought had occurred to me that Family Soul Spot, the restaurant on East 7th near Park Avenue might really strike it rich if they were to open their second location on South Avenue in a "restaurant row" rather than Scotch Plains which, as the recent Courier story pointed out (see here), is not doing well.

But that would have meant the City being plugged in to the restaurant community and heading off a potentially disastrous business decision before it was made by offering a little judicious counseling and help. (Can you say "economic development"? -- this is not meant as a dig at the City's ED director, who is new.)

Of course diners will have choices like Punto Peruano, Antojito's (which recently took over the churresqeria on Park Avenue) or GuateLindo and other popular restaurants -- but they are all downtown, which does South Avenue no good.

Will Wawa become the high end of fine dining on South Avenue, with the low end defined by one of the existing fast food chains?

All this just illustrates the old saying: when you don't know where you're going, any road you take will get you there.

---

 -- Dan Damon [ follow ]

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