Caldwell Sees a Rush for Gold

There are some initiatives that aren't derived in a board room.

Sometimes you can find the inspiration by sitting right in your own living room.

That's how Caldwell Councilman Joe Norton came up with the idea for the Caldwell Merchants Association Gold Rush, a campaign to increase downtown business by giving shoppers the chance to win as much as $10,000 in CMA Merchant Money and cash.

"It's been a great success," Norton said. "The idea was to get people to shop downtown who might not usually do that. We wanted people to come back to Main Street, New Jersey, and see what we have to offer, and we feel there's a lot to offer in downtown Caldwell. "

Norton came up with the idea while watching "Willy Wonka & The Chocolate Factory" with his children earlier this year.

"I think it was back in March," Norton said. "We were sitting there watching I think the Johnny Depp version and I said, 'Wow, what a great concept.'" 

The initial plan was to have customers search for 10 golden tickets in stores and restaurants throughout the borough for a chance to win $10,000. However, the logistics were too complicated for that to occur.

Instead, raffle tickets have been collected since October in treasure chests in 40 participating Caldwell stores and restaurants.

The October winner received $500 in CMA Merchant Money, which can be used at any of the participating stores or restaurants. The November winner received $1,000 in merchant money. December's winner, who will be announced Saturday at the Caldwell Green at noon, will receive $1,500 in merchant money.

The grand prize of $5,000 in merchant money and $2,000 in cash will be presented on New Year's Day at Calandra's Italian Village at 3 p.m.

There's no purchase necessary to enter the raffle and all previous entries are eligible for each drawing. The first two winners were entries submitted at Jack's Super Foodtown on Bloomfield Avenue.

"People are liking it. It's certainly different," said Councilwoman Ann Dassing, a CMA member. "Councilman Norton felt as a councilman in the town, one job as councilman is to promote our town.

"You can buy bread anywhere, but if you buy bread at Calandra's, you have a chance of winning money. Maybe you drive the extra distance for that chance. We're hoping that makes a difference. We're hoping this grows each year."

Calandra's is the platinum sponsor of the campaign with a $5,000 contribution, while Luce Italian Restaurant and Cloverleaf Tavern are gold sponsors with a $2,500 donation each. Silver sponsors contributed $1,000 each and a bronze sponsor donated $500. All other participating merchants each contributed $100.

"Many of the merchants have gotten their contributions back when winners shop in their stores with the merchant money," Dassing said. "It's created a slight uptick in business."

While Dassing admits the CMA's profit will be minimal, if at all, the exposure the inaugural campaign and downtown Caldwell have gained, which includes being featured last month on WCBS-TV, has been well worth it. 

"It's received a lot of attention, but at the end of the day, I'm not sure it's going to be a terrific amount of money that's made," Dassing said. "Most of the money collected will be going back into the downtown. All the prize money goes back to the merchants' shops and restaurants. Everything stays in our town."

For more information and a complete listing of participating merchants, visit www.caldwellmerchants.com/gold_rush