Gloucester Township | Blackwood Clementon Road Greyfields

Blackwood Clementon Road Greyfields

Blackwood-Clementon Road is Gloucester Township's main commercial highway and a typical suburban strip development - a reflection of previous suburban sprawl. The area is home to a number of shopping centers, restaurants and commercial establishments. As is the case with many commercial strip malls across the country, many of the centers and surrounding buildings have experienced high vacancy rates and turnover, a condition known as “Greyfields”. As a result, the Township proposes to create a vision for the corridor, which will be based on a thorough analysis of market factors, community needs and public priorities.

In 2006 Gloucester Township received two planning grants totaling $91,000 to study the Blackwood-Clementon Road commercial district between Erial and Laurel Roads. The Delaware Valley Regional Planning Commission awarded the Township $56,000 for the project. The grant was one of only 23 selected for funding under the agency's Transportation and Community Development Initiative (TCDI). The second grant was for $35,000 from the NJ Department of Community Affairs-Office of Smart Growth under the Smart Future program. The grants were combined to fund a study which analyzed conditions and recommended ways to rejuvenate the corridor.

A steering committee comprised of local officials, the shopping center owners and the public was formed. This committee engaged in a dialogue and strategic planning operation to generate creative ideas. Public forums were conducted to gather public input. The goal was a planning initiative that would examine ways to revitalize the commercial corridor. The outcome of the planning process was a conceptual plan and a series of recommendations for the governing body.

By March 2008 the Greyfields Study was complete. Below is a short summary of the key points of the study. To view the study in its entirety, click the link below.

Blackwood Clementon Road Final Report (Pdf format)

The redevelopment plan of Blackwood-Clementon Road is almost a complete overhaul of the area. It focuses on changing the overall look and feel of the area. In a 2006 survey, nearly 60% of the people polled said they travel the Blackwood-Clementon road just about everyday with another 25% saying they do a few times a week. This much everyday traffic on the road should be a great incentive for businesses to invest, however this is not the case. There are many negative things that the survey showed as well.

Traffic congestion and the high number of vacancies in the area were the two biggest complaints. The redevelopment plan directly addresses both of these issues. In regards to traffic the first idea is to change the speed limit to a more manageable speed, 35 mph is suggested in the plan. Another idea in the plan is eliminate the left-turn center lane and replace it with a raised median where left turns can only be made at intersections. This will work on two levels. The first is it will help to relieve some of the safety concerns of the drivers that come with a hectic center lane in which both directions of traffic can access. The second is that it will add a more aesthetic landscape. Small trees and shrubs can be planted on the median that will give drivers a more pleasurable driving experience.

The issue of the high number of vacancies is to be resolved by the overall redevelopment plan. The plan’s purpose is to make the road more accessible and astatically pleasing in order to attract business investments to the road. Essentially the plan works to change Blackwood-Clementon road into a “main street” where people can easily access it either by car, bike, or on foot. The new plan allows them to go shopping, eat at full service restaurants, or perhaps go bowling or go to the movies all without it being necessary to drive to the new location. It will be much like The Shoppes at the Cross Keys where all the stores and restaurants are close together and very accessible to one another. It creates more of a community mall atmosphere rather than just singular shops.

The survey showed that nearly 70% of the people polled make a trip to the Deptford Mall for their shopping. The objective of this redevelopment plan is to keep that business here. To keep the people here, Blackwood-Clementon must have “people magnets”. These are places such as movie theaters, bowling alleys, YMCA’s, and supermarkets that bring in large numbers of people at a time. Once you have these things, it will provide more incentive for businesses to flock to the road. A combination of improving the landscape of the mall and the addition of people magnets will make people more likely to simply go to Blackwood Clementon for their shopping rather than venture to Deptford.

The project will consist of five major zones. The first is the Highland High School Campus. The second is Cherrywood Plaza. This will be where the major shopping center will be. It will be house retail stores similar to those in the Deptford Mall. The third section is Millbridge Village. This area would house more community serving stores, offices, and civic/recreational uses. Remember it would get rid of the strip mall image and make it into a more walk around friendly atmosphere. Perhaps the most important section would be Gloucester Town Center. This is where the “people magnets” would be along with civic/recreational uses. Essentially the idea behind this area is to transform it into the “downtown” area of the road. The final zone is called “restaurant row.” Here is another great people magnet that will help bring business to the area. People can come to shop at Cherrywood Plaza and go to lunch in one of the full service restaurants offered by restaurant row.

The steps to going about making this project come to fruition are laid out in the Final Report.

Stage 1

Update the Township’s master plan: state the new vision and goals for Blackwood-Clementon Road.
Appoint a task force: Township Council members will appoint a task force to oversee the implementation of the plan.
Retain letters of support: retain letters of support from entities for the principles and vision presented in the study.
Explore steps for redesigning the roadway: meet with Camden County Public Works and DVRPC. Determine traffic studies and access management plans to be completed.
Meet with key property owners: present plan to key property owners and gauge their interest in participating. Discuss possible incentives to initiate change.
Establish ongoing civic engagement process: continue communications and civic engagement through implementation phases.

Stage 2

Zoning overlays: consider adopting a zoning overlay for single use areas, such as restaurant row.
Rehabilitation/Redevelopment: Consider undertaking an Area in Need of Rehabilitation/Redevelopment study. Prepare a Redevelopment Plan; refine concepts found in study.
Revenue Allocation District: In conjunction with redevelopment, consider creating RAD to finance public infrastructure improvements.

Stage 3

Special Improvement District: consider creating a Special Improvement District to manage the corridor and fund/maintain improvements to the physical infrastructure.

Contact Phil Rowan

856-985-5008 ( econdevelopment.net )