Nazareth's Downtown Manager Wows NorCo Council

Nazareth Downtown Manager Stephanie Varone wowed NorCo Council yesterday with a description of what she's done since being brought on board 3 1/2 years ago to revive the tiny borough's struggling shopping district. "This is really a success story," said NorCo's Economic Development Director, Tim Herrlinger.

Technically, Varone works for Nazareth Economic Development Comm'n. When she was first hired, it was for 20 hours a week. She now works 30. She is paid $20,000 by Nazareth Borough Council, with another $15,000 coming from Northampton County.

Describing Nazareth as "the little engine that could," she predicted that it could be "a little New Hope." She called her organization "the hub of all that's happening in Nazareth."

And here I thought it was poker machines.

Varone said that, unlike other downtown managers, she took no college courses in economic development. She instead studied marketing. "To me, Nazareth was a business that needed to be promoted," she said.

So how did Varone promote Nazareth?

• She squeezed borough council for 40 banners in the downtown district to make the shopping district look good.
• She created Nazareth Now, listing events and local businesses in a positive light.
• At the county's suggestion, she started a farmers' market on Saturdays in the Nazareth Circle. It has grown from 6 to 27 vendors. Saturday is now the top retail day in the shopping district. But she warned that farmers' markets have grown 400% in the Lehigh Valley.
• She's pursued facade grant opportunities with Northampton County, and has turned a $50,000 public investment into $140,000 worth of facade improvements.
• She has personally recruited eight new businesses over the past three years, from the Xpresso Cafe to her own boutique, which she calls Smooch on Main. (That's where Ken Kraft buys his lipstick.) This is $797,000 in leases and a $2 million investment.
• She persuaded borough council to build a municipal parking lot to handle foot traffic.
• She has recruited two brew pubs, indicating that craft beer vendors usually develop a following. One of these, which may or may not be called Kerrigan's, is expected to open in December or January. A lease has been signed for a second brew pub, called Birthright Brewery, at 57 S Main Street, site of the former Nazareth National Bank. She expects to see it in business within 60-90 days.

Varone failed to mention that one of the businesses she recruited, the Run Inn from Emmaus, ran out. It is now a vacant storefront. An art gallery she touted is never open. The only things I see there are utility shut off notices. She also apparently had a hand in persuading a well-established pest extermination business, Rid-Et, to leave. She complained about a giant insect in the storefront window. While that may be counter to the New Hope image she is trying to create, it is precisely the kind of shop that makes sense to the practically-minded people who live in Nazareth. 

Varone admitted that Nazareth has had some bad press recently. You'll have this when a police chief chains and perp walks accused litterbugs while the Mayor is skimming from poker machines. You do tend to get a black eye when a council member obstructs a state police investigation into illegal gambling at the clubs. If truth be told, there's been far too little said.

She noted that she's been called a cheerleader, and that's true because I'm the person who called her one. "I like that, actually," she told Council, stating she is "flattered"

"I will do whatever it takes to have something positive in the news," she said.

I perceive my role a little differently. My first obligation is to be honest with my readers. That in the end is the best way to spur business growth.

I exposed corruption in Nazareth. This included a state grant for a private social club at which Council member Larry Stout is a bartender. It also included a grand jury investigation of then Mayor Carl Strye's little skimming operation.

At a borough council meeting, Varone called me "venomous" and a "cancer," so you know she's a pretty good judge of character.

She is a cheerleader, and a good one. She has made a difference in Nazareth. But businesses will stay away from a town full of corruption. Allentown is Exhibit 1 in that argument. Businesses will also avoid a top-heavy police department that is failing miserably. Exposing this wrongdoing may have short-term consequences, but in the long run, improves the economic climate. 

(Blogger's Note: I missed the first part of Varone's presentation, but watched it online.)