HOWELL – The members of the Howell Business Recovery Task Force will look into different opportunities, including shop local initiatives, to help business owners recover from the financial hit they have taken during the ongoing coronavirus pandemic.
New Jersey residents and businessmen have been dealing with the effects of the pandemic for 11 months, with no certain end date to the illness.
The task force is a public-private partnership that is working to increase economic activity in a safe and responsible way as restrictions associated with the pandemic continue to be lifted by Gov. Phil Murphy.
The task force’s goal is to ensure the vitality of Howell’s economy.
“We are proud of what we have accomplished thus far, but there is much more to do. This year presents new opportunities to really make a positive impact and help our local economy during this challenging time,” Deputy Mayor Thomas Russo said.
“We are excited about our most recent work, which has been researching a Shop Local property tax reward program. In this program, individuals who shop at or eat at a participating Howell business can save money on their property taxes. This program acts as an incentive for residents to shop in town.
“Such a program is already being used in surrounding towns like Manalapan, Marlboro and Brick, and from what we learned, has experienced great success. We spent a great deal of time learning the ins and outs of the program … and we are now at the point where we feel comfortable recommending that the Township Council consider implementing the program,” Russo said.
There is also an idea for a “Restaurant Week” in the spring during which Howell’s restaurants and food establishments would be showcased.
“And we are in the early stages of working with the Howell Alliance to provide informational materials to businesses regarding mental well-being, and substance abuse and addiction, which has been an unfortunate reality for some,” Russo said.
“The bottom line is that we are here to help in more ways than one. … I am so grateful for our dedicated group of volunteers who are truly ‘all in’ when it comes to helping Howell. I can’t thank this team enough for their creativity, attention to detail and dedication,” said Russo, who chairs the advisory panel.
Joining Russo on the task force is Jeffrey Basset, the owner of a Chick-fil-A restaurant in Howell. Like other businessmen who have tried to remain in operation during the pandemic, Basset has had to adjust the way he operates his business.
At present, guests do not enter the restaurant. The employees go outside to take customer orders. Basset said he has observed what other Chic-fil-A franchisees have done to survive.
“We are continuing to read and trying to stay a half-step ahead of the next way to serve our guests. We have been very, very fortunate to have a lot of great support from our home office,” he said. “We have been very, very, very blessed to continue to serve our guests throughout the pandemic.”
Even the interview process has changed during the pandemic as prospective employees are asked about their willingness to work outside for extended periods of time.
“I think the biggest challenge we have had is recruiting people. My team, from my perspective, is the hardest working group of individuals anywhere. … When it was 100 degrees, they were outside taking orders and running food to people’s cars. When it’s freezing, they are running food to people’s cars, and that is the whole purpose of the tent (we put up). We got them out of the elements,” Bassett said.
The local businessman said he appreciates the “great relationship (we have) with the people who choose to eat with us. … The way we serve them is a little different because they are no longer coming into our dining rooms, but we still are striving to serve them with the same kind of excellence they have come to expect.”
