New Banners Brighten Streetscape in Fair Lawn’s River Road District

Chris Bernardo
By Chris Bernardo July 3, 2013 15:21
Bob Landzettel of Landzettel & Sons, President of the River Road Improvement Corporation (RRIC), was joined by RRIC board members John Melissas, Empress Diner, Rich Noorigian, Noorigian Properties, Arthur Levine, local property owner and Rick Kellerman, Columbia Bank, to display one of the new banners that are bringing color and life to the streetscape in Fair Lawn’s River Road District.

In 2012, the River Road Improvement Corporation (RRIC) invested in a branding campaign to help define Fair Lawn’s River Road in the eyes of the district’s stakeholders. The goal was to bring together a consistent design, look and feel to all communications emanating from the special improvement district. That creative positioning was deemed a critical component of the RRIC’s efforts to promote shopping and dining locally and support the district’s businesses as they compete each day against shopping malls, discount and outlet centers, online retailers and other challenges to their success.
The RRIC’s volunteer board members and professional staff worked with District Connect, a New Jersey-based company specializing in business district brand development, to create an updated look for River Road. A distinctive new logo, featuring the district’s signature decorative street lamps, was successfully implemented across all communications channels and materials including the district’s website, Facebook page, advertisements and promotions.
Now, the design has become the centerpiece of the River Road District’s new banners. The new creative approach gives the streetscape a bright and fresh look that has energized the district’s business and commercial property owners, and attracted the attention of local residents and visitors. In 2013, the RRIC will proudly display the new banners along with patriotic American Flag banners, through a cooperative effort with the Fair Lawn Chamber of Commerce.
The Community Bank of Bergen County became a sponsor of the banner program in the River Road District in 2002, noted President Peter A. Michelotti. The Bank is now the largest sponsor of the program, contributing funding to produce 20 of the new banners. “We believe the banners enhance the look of the streetscape, bringing color and life to the district,” Michelotti added. “We like to keep the bank’s name out there and the banners provide great visibility. The program also provides a great way for us to support the district and the community we serve in Fair Lawn.”
RRIC President Bob Landzettel pointed out that every member of the River Road District’s board of trustees made a financial contribution to support the design and production of the banners including Felix Belferman, B&B International Foods, Inc., Stu Herrmann, Fair Lawn Chamber of Commerce, Rick Kellerman, Columbia Bank, Fair Lawn resident Irv Kleinberg, Doug Kuiken, Kuiken Brothers, Landzettel on behalf of Landzettel & Sons, Arthur M. Levine, resident/property owner, Fair Lawn resident Todd Malkin, John Melissas, Empress Diner, Peter A. Michelotti, Community Bank of Bergen County, Richard Noorigian, Noorigian Properties, Fair Lawn resident Barbara Simon and Charles I. Wrubel, Wrubel Communications.
“On behalf of the district’s business and commercial property owners, I want to thank all of our board members for their contributions both financially and as volunteers,” Landzettel stated. “I also want to note the many other River Road District business and commercial property owners who have contributed to the program’s successful implementation including Beshlian Properties, Dance Designs, DDM Entertainment, Hunter Group, Reiner & Co., Ricciardi Paints, STS Tire & Auto Centers and Tanis & Co.”
“The classic style and bold, new look bring vitality to our corner of Fair Lawn,” concluded Rich Noorigian, principal of Noorigian Properties and a member of the RRIC’s board of trustees.  “With the sponsors’ names discreetly placed on each banner, our community and visitors will see the pride we have in River Road.”
Chris Bernardo
By Chris Bernardo July 3, 2013 15:21

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