Playhouse Patrons Help Restaurants

While Paper Mill Playhouse shows garner mixed reviews from critics, downtown restaurant owners and managers are fans no matter what is playing. 

“The playhouse definitely makes a difference,” says Dario Coppola, who has owned La Strada on Millburn Avenue for just over a year. “It helps everyone around here.”

Coppola and many of his downtown competitors acknowledge that business is down “a little bit” from this time last year.  

“Being in Millburn, you think you are in a safe haven, but no. It’s down a little bit, “ said Basilico owner Mario DeMarco. He said it is “because there are less people in town. With Paper Mill closed there’s always less.” 

He hopes this will change with the playhouse's new set of shows this spring. Quite simply, many theatergoers head out for dinner before or after a show, so restaurant business increases considerably. 

DeMarco’s fellow owners and managers are equally optimistic.

“In October and through the holidays we were fine,” says Restaurant MC’s Evelyn Hsu, “but business has been down lately.  [Paper  Mill] will be a big help.” 

While DeMarco and Hsu hope to see crowds grow, some downtown spots are already reaping the benefits of the spring season.

“We definitely did better this week, since the show was on, it helps,” said Allan Fonseca of La Campagna, which is located at 194 Essex St. 

Downtown Millburn Development Alliance Executive Director Harold Klein said the Playhouse “absolutely” makes a difference.

“The Paper Mill is important, it’s an economic masterpiece,” he said. “Without it we would probably have problems, something the town considered when buying the playhouse last year. It brings in lots of restaurant and dining business.”

Not everyone downtown is reporting a drop in business. Tinga Taqueria is one of the few that says business is steady. “A family of 4 can eat for less than $30,” said manager David Wattick, “so we’re doing fine.”

To keep up, the pricier establishments have been offering “recession specials.” 

At Restaurant MC, Hsu said they are reaching out to the community with nightly drink specials like half-price wine on Mondays; networking Wednesdays, where the first drink is free for community members while they network with other professionals; complimentary appetizers during happy hour; and occasionally sending out complimentary desserts to regular customers. 

At Basilico, DeMarco said they have been negotiating more over the price of private parties. 

No matter how much Paper Mill helps draw business to the area, Hsu said everyone will still need to be creative with specials and tactics to keep customers coming back. In this economy, she said, “It’s survival of the fittest.”