Redevelopment proposed of hat factory in Orange

$7.5 million plan to include retail, residential space

Sunday, October 26, 2003

The long-vacant hat manufacturing factory that Frederick Berg built in Orange's Valley area in the 1800s is expected to be transformed into a $7.5 million development featuring market-rate housing and ground-level retail space.

Work inside the three huge buildings, which once comprised the F. Berg Hat Manufacturing Co. complex, fizzled in the early 1900s, taking with it the city's distinction as the nation's hat manufacturing capital. The Nite Kraft pajamas factory, which took over the plant subsequently, ceased operations years ago.

Now, what's being dubbed the Valley Renaissance Center is proposed to take over the site at Nassau and South Jefferson streets. The property, which adjoins the NJ Transit rail line, is two blocks from the Highland Avenue train station.

Officials at the nonprofit Housing and Neighborhood Development Services Inc., or HANDS, said they'll officially unveil plans on converting the huge factory into a mixed-use development. The project would be funded with a variety of state funds and private money.

The project would include 16 two- and three-bedroom duplexes, nine one- and two-bedroom loft apartments, 19 studios and 5,444 square feet of retail space.

Conversion proposals are nothing new in the Valley area of Orange and West Orange.

In 1997, a developer converted a one-time furniture factory across from the Highland Avenue train station into the Highland Lofts condominiums. In 1988, attorney and former West Orange Councilman Dennis Dowd, along with a business partner, converted the former Our Lady of the Valley School on Valley Road into condominiums.

The Valley Renaissance Center proposal will serve as a catalyst for other redevelopment projects around the city, officials said.

"The Valley is a very special neighborhood, but it's really been forgotten about since its glory years, when it was a small industrial belt," said Patrick Morrissy, the executive director of HANDS and the person at the helm of the Valley Renaissance Center project. "We think this project can help put the Valley back on the map and revitalize the neighborhood."

Marty Mayes, the city's planning director, said other projects -- including redevelopment, demolition and new construction -- are either happening or are about to take place.

After a fire on Sept. 16, 2000, destroyed the former Lindsley Building, a four-story landmark at Main and South Day streets, a new single-story commercial structure, with a rear surface parking lot, replaces it today. A community financial services center, operated by Washington Mutual Bank, became the first tenant of three street-level commercial spaces on Sept. 8.

Unlike banks with long counters and thick glass windows, this financial center features bankers in khaki pants and casual shirts, stand-alone kiosks with computers, tellers with whom customers can talk one-on-one, a children's play area stocked with books and contemporary jazz and pop music playing throughout the store.

"Our stores are a total departure from bank branches people are familiar with," said James Cosby, the financial center's manager. "They truly represent our retail philosophy: providing great customer service in a pleasant, relaxed setting."

The city also plans to demolish a number of abandoned properties that dot the landscape of the 2.2-square-mile city.

They are at 29 Main St.; 33 Main St.; 557 Beech St.; 189 Central Place; 237 High St.; 394 Highland Ave.; 241-243 Ivy Court; 430 New England Terrace; 278 N. Day St.; 108 Oakwood Ave.; 202 Oakwood Place; 197 Parrow St. (debris only); 408 Valley St.; 198 Wallace St. and 34-36 William St., Mayes said.

The city council also recently declared lower Main Street, a deteriorated section near the East Orange border, to be an area in need of redevelopment.

Officials hope to be able to build three stores at Main and Hillyer streets, with market-rate apartments on the floors above, Mayes said.

"It's important to get this project going because we're no longer looking at just one project at a time here," Mayes said.

The city recently named Floyd Flapp, an experienced planner, to spearhead development efforts throughout the city.

"We're looking at implementing a vision for the whole city, as a whole," Mayes said.

As for the city's Main Street shopping corridor, last November's opening of Karl's Appliance continues to serve as a major anchor for that western end of Orange's downtown business district, Mayes said.

The city also has a new promotional logo -- featuring a home, two midrise office buildings and a tree in the foreground of an orange with a single leaf in the background --for its Urban Enterprise Zone program.

Today 81 businesses -- or roughly 24 percent fewer that six years ago -- participate in the UEZ, a state-run program designed to promote economic growth by allowing merchants to charge a reduced 3 percent sales tax, said Mayes, who serves as Orange's UEZ coordinator.

Devin Jefferson, the city's assistant UEZ coordinator, said the city has ongoing efforts to recruit more businesses to participate.