Main Street Highland Park, Inc celebrated the launch of its new interactive Web site on Tuesday night, as part of a continued effort to boost downtown business.
The Web site, shophighlandpark.com, features an interactive map visitors can scroll over to explore, locate and learn about different businesses downtown. The site allows users to search by categories of interest and even shop online.
"It's important because this Web site is part of a program to identify Highland Park as a destination for shopping, dining and entertainment. That's really what our long-term goal is," said Brian Taxman, chair of Main Street.
The interactive Web site is the first of its kind for towns in New Jersey and is among only six others nationwide, Taxman said.
The launch party, which took place at PJ's Coffee, featured a number of speakers who discussed the site and demonstrated its capabilities for the attendees.
"The goal in essence is to create our own mall of Highland Park," said Steve Hambro, Economic Restructuring Committee chair.
The organizers hope the site will help increase foot traffic and general business on Raritan Avenue and make Highland Park a destination town for people living nearby. The site essentially treats the downtown businesses as a unit establishment, in an effort to draw shoppers with varying needs.
"If you pool the resources of a group, you can do more than one can do individually," said James McCrone, Project Manager of Main Street. "If you speak in one voice as a downtown, you have a greater impact than you would otherwise."
When searching for a certain downtown shop, the Web site will also provide information about complimentary businesses. For example, a user can search for a nail salon and will also read about nearby dining and coffee establishments.
More than 35 restaurants, 50 shops and 150 professionals are currently listed in the Internet directory. Developers hope this new online presence will put more downtown businesses in the public's eye, but expect that progress will take time.
"I think the site will grow not necessarily by leaps and bounds, but incrementally over time as people get to know the site," said Graham Copeland, executive director of Main Street.
In the past number of years, Main Street - a non-profit corporation - has been actively involved in the vitalization and strengthening of Highland Park's downtown. The organization frequently plans events and festivals for residents and encourages merchants along the Avenue to participate.
"So much of my business has come from these Main Street events," commented Grace Puleo, owner and director of Yellow Brick Road, a center for pre-school and day care. "I just set up a table, and get so much free exposure and it doesn't cost me anything."
Merchants will get to participate in the upcoming Highland Park Arts Festival, which will take place Sept. 23, and will feature selected regional and local artists. Raritan Avenue will be closed to traffic for the event, and there will also be food vendors and activities for children.
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