DMC Director Focuses on the Big Picture

Kathleen Miller Prunty’s relaxed demeanor and polished persona tend to belie the level of pressure she is under every day as director of Cranford's Downtown Management Corporation.

With the economy in a slump and unemployment on the rise, consumers have been more judicious of late about spending their hard-earned money.  It may take more than a little persuading to convince new businesses to come into town and set up shop. Into this environment, Prunty, a 30-year Cranford resident, brings a wealth of experience and the zeal of a woman on a mission. 

“Cranford had the very first special improvement district in the state, 25 years ago," she said. "There are now 90-some in the state."

“The Special Improvement District, essentially what people know as the downtown, is (an) area in which the business owners are assessed an amount above their property taxes," she said. "That money is used for improvements, promotions, marketing – it funds the DMC and benefits the store owners.”

While the DMC plays a critical role in town, it is certainly not a solo effort. 

“While we have the lead responsibility for the economic health and growth of the downtown area, it is obviously (done) in conjunction with all the other township departments," she said. "The health department, zoning, engineering, police, fire… they all have a role in making the downtown healthy, successful, safe, interesting.”

Even though its mission is primarily to support the businesses in the downtown area, the DMC has lent its expertise to other parts of town as needed. 

“This office has a business pack, which can be universal – it has information about the demographics of Cranford, who lives here, which populations, what is the income level…things to know before you even start a business.  Our opinion is, now, why wouldn’t we share that?”

Because it is called a “corporation,”  there is some confusion as to the role of the DMC – some believe it is a privately owned company, while others believe it is responsible for everything that happens in and around the stores downtown.  One resident even called Prunty to complain about a store’s return policy for an item she had bought at a local shop.

The agency is really a municipal arm charged with recruiting new businesses to establish locations in town, and supporting existing businesses with everything from marketing to promoting. 

“It doesn’t mean you advertise for a particular store – that’s their job," she said. "Our job is to say, ‘downtown Cranford... it’s a great place to shop, to dine, to enjoy, to walk around.’  We put out a magazine, we have a website, we do an e-newsletter. We send out press releases. We promote new stores, attend ribbon-cuttings."

Getting the input of the business community has been essential.

“We also work with the business owners at round-table discussions once a month.  One of our most successful was last March, teaching (business owners) why it is valuable to have a website," she said. "Also, one of the most important things we do is that we’re the advocate for business owners.  So when you come to Cranford and want to open a business, we’ll help you [comply] with the local rules, but we go a step beyond. We find out what works for you. “

With a Dollar General franchise opening soon at the former Drug Fair site on South Avenue, some voices of dissent have been heard.  “I like getting the questions, because then I can explain (the rationale) and the benefits of the store coming to town,” Prunty said. 

“(Initially), we tried (to secure) a gourmet food market.  On so many levels it was an uphill battle.  The national chains have cut way back on their expansion.  They’re concerned about risk, and also their build-out plans are two, three, four years out.  At the end of the day, a landlord doesn’t want to wait that long, so that didn’t work out.”

Some in town have suggested bringing in a particular type of store, but it’s not really that simple, according to Prunty.  She’s heard from ladies in town that they would appreciate an apparel shop for women of, shall we say, a certain age.

“I’ve been presented with this question when I speak to seniors’ clubs, women’s clubs, so I’ve heard it (before)," she said. "As a concrete example, Macy’s buys 100,000 sweaters to put in all of their stores, so (the manufacturer will) sell it to them for $12.  A small boutique will buy 10, so they’ll pay $25.  (They’ll) have to charge $50 to make (a profit), and even then, with Macy’s sales?  They cannot compete.”

For Prunty, the goal has always been to perpetuate that “small-town feeling” that she experienced 30 years ago when she first passed through Cranford on her way to work.

“Commuting to the area (everyday), I (found) an apartment on Springfield Avenue. I was single, and when I moved here, I just loved it.  I could just walk downtown and do what I had to do.  The train was right here, I could jump on the parkway," she said. "(Once) I met my husband, we looked for a house (and raised our family). My husband passed away eight years ago, and I decided to stay here.  I have ‘family’ here – they’re friends, but, for us, they’re family.”

Describing her position as a “generalist”  – that is, someone expected to handle every problem and put out each fire that comes her way – her previous jobs have served to enrich her acumen as director of the DMC.  She’s worked in the public sector, in redevelopment, in communications, and was, at one time, a newspaper reporter.

After 14 years on the job, Prunty still looks forward to coming to work every day.

“I love this job, because by nature, I’m a big picture person.  In this job, you need to see how all the pieces fit and work together in terms of promoting the image of the town.  But I also love accomplishing something, (because) then I feel like I’m doing something for my town.  I feel good about that.  And it makes me just a little bit more passionate about getting it right.”

When things get hairy and conflicting priorities reach a boiling point, she’s learned how to step back and take a breath. 

“It’s good to reach a certain point where you really don’t sweat the small stuff.. just step back and let some things go," she said. "Just (remind yourself) of what you want to get done in the end."

Even with all the meetings, media and madness in her life, Prunty has not lost sight of the fact that every decision she makes will affect peoples’ lives.

“This town wouldn’t be what it is without (its) people.  I grew up in Paterson, my husband in Brooklyn. Working class families.  We looked at other towns (before moving here), but felt that Cranford was a nice snapshot of life.  There are some very wealthy people in town, and there are working people, and they all get along. (Everyone) respects each other.  It is really a wonderful town.”