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Ebd^ Gb`am Zg] =Zr A SUPPLEMENT TO WESTCHESTER COMMERCE MAGAZINE 2007-2008 • NEW ROCHELLE
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he dramatic changes taking place in New Rochelle’s Downtown District are plain to see –- one only has to look to the heavens at the majestic towers of the Avalon on the Sound rental apartment buildings and now the recently completed magnificent Trump Plaza luxury high-rise condominium tower to realize the Queen City is becoming much more cosmopolitan. New Rochelle government officials and business leaders are buoyed by the significant investments made by the public and private sectors that are enabling the city to chart a course to significant economic growth in the future. Mayor Noam Bramson, who recently was elected to his first full term of office in November, said the city is entering a new era of growth. “New Rochelle continues to make extraordinary economic progress with new investments pouring into our Central Business District,” he said. “We are delighted that the second phase of the Avalon apartments (Avalon on the Sound East) and Trump Plaza have now been completed and are filling up with residents. And we look forward to the commencement of the LeCount project, the Church/Division Street project and the Echo Bay waterfront renewal in the months and years ahead.” However, perhaps just as important have been the numerous quality of life initiatives undertaken by the city and business partners that will allow New Rochelle to augment its urban feel in the downtown district, but retain and enhance its much sought after suburban character in its outlying areas. He noted that while much of the media attention has been on the mega projects in the downtown district, the city is investing in studies and improvement initiatives in the North Avenue, Union Avenue and West Main Street corridors.
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New storefronts in New Rochelle: Kaffeine on Division Street, a great new place to stop and grab a cup of coffee and a cupcake.
When asked to assess just where New Rochelle is in terms of its economic development goals, Mayor Bramson said, “I think we are midway through a 20-year transformation. We have made considerable progress in the last 10 years, but we still have a long way to go and we need to continue to move in the right direc-
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fficials from the City of New Rochelle and Congresswoman Nita Lowey were joined by representatives from Iona College, Renew North Avenue, the North Avenue business community and county and state elected officials at a “Celebration of Completion” ceremony on Sept. 17, marking the conclusion of the North Avenue Streetscape, Phase I “College District.” The $4 million project, two years in construction, gives an impressive boost to the city’s main north-south thoroughfare south of Eastchester Road through a widened roadway and the underground burial of bulky overhead telephone, cable and electrical utility lines. In addition, a crimson-colored textured crosswalk in front of Iona College and new bollards delineate the flow of pedestrian traffic, and bright banners add a festive touch to the new decorative light poles, city officials stated. “The dramatic positive changes in North Avenue’s College 4 NR
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tion with careful attention to urban design standards and smart growth. And this is an important side-point, respect for the quality of life and character of our neighborhoods outside of our commercial zones.” He continued that the city’s strategy has been to encourage growth inside its commercial centers. “Outside of our commercial centers, in our neighborhoods we are working to limit and control growth to protect the suburban quality of life, so that we enhance our environment and so that New Rochelle continues to retain a green suburban character.”
District will make a significant difference for the thousands of residents, students, and business owners who live, work, travel, and commute along New Rochelle’s principal north-south artery,” noted Mayor Bramson. Iona College President Brother James Liguori remarked, “This section of North Avenue serves as the “front door” to the Iona College campus. The transformation of this area into an attractive new College District enhances the neighborhood’s overall appeal, and is most welcome.” The “College District” was designed by IQ Landscape Architects and constructed by Tricarico Contracting. The city partnered with Iona College, the Chamber of Commerce, Renew North Avenue and many other stakeholder groups to bring the project to fruition. The North Ave Streetscape project was funded through grants from Westchester County ($1,500,000), the Federal Transportation Administration ($991,000), Federal HUD Planning Grant ($463,000), CDBG ($337,000), Utility Company Reimbursements ($509,000) and Iona College ($200,000). The goal of the North Avenue Streetscape Improvement Project is to improve North Avenue as a transportation corridor so it can function as effectively and efficiently as possible; enhance the physical environment and appearance of the corridor to bolster its economic viability, as well as create a more hospitable environment for pedestrians and motorists; strengthen its connec-
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tion to the downtown so as to benefit and build upon current private and public sector investments, and further the revitalization of North Avenue by supporting its commercial districts. The project conceptually divides the corridor into distinct districts for the purpose of strengthening their identities as great places to do business, dine, shop, stroll and commute in a more efficient and safer way. For design purposes, these districts are referred to as the â&#x20AC;&#x153;College District,â&#x20AC;? which runs from Eastchester Road to Fifth Avenue,
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the â&#x20AC;&#x153;Government District,â&#x20AC;? which stretches from Fifth Avenue to Sickles Avenue and the â&#x20AC;&#x153;Transportation District,â&#x20AC;? which goes from Sickles Avenue to Burling Lane. Improvements include the reconstruction of the sidewalks, decorative pavers, new granite curbing, re-grading and resurfacing of the roadway, ornamental street lighting, banners, street trees and landscaping, new trash receptacles, parking meters, intersection redesigns, ADA ramps and pedestrian-friendly improvements. Also at the ceremony, city officials announced that Phase II, the â&#x20AC;&#x153;Government Districtâ&#x20AC;? is in the final design stages and will be ready for construction next year. Designed by the RBA Group, unique features of this district include redesigns of The Boulevard Plaza gateway entrance to the historic district and the Hamilton Avenue peninsula; a planted median, a proposed bus stop relocation and bicycle rack pad. The estimated project cost is approximately $2.5 million. Phase III, the â&#x20AC;&#x153;Transportation Districtâ&#x20AC;? is currently being designed by IQ Landscape Architects.
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n October, the downtown district celebrated as developers Donald J. Trump and Louis R. Cappelli joined New Rochelle Mayor Bramson, other city and county officials, along with buyers and guests for the Grand Opening of the 40-story Trump Plaza. “I am thrilled to celebrate with my partner and good friend Louis Cappelli the opening of this world-class tower. Everything about Trump Plaza is spectacular -- from the beautiful lobby to the state-of-the-art amenities to the stunning views of Long Island Sound. And it’s all just 32 minutes from Manhattan. Not only is this a great day for Louis and for me, but it also marks an important milestone in the renaissance of New Rochelle,” Trump said. “For almost a decade my company has been investing in the potential of this great city. Today, with the grand opening of Trump Plaza the dream has become a reality as New Rochelle continues moving forward. Trump Plaza literally opens new vistas for New Rochelle, and its design and success adds to the vibrancy and economic strength of the downtown,” Cappelli added. 6 NR
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Clockwise: Trump Plaza of New Rochelle, Groundbreaking with Donald Trump and Louis Cappelli, Trump Plaza under construction
Trump Plaza features 194 spaciously designed one-, two- and three-bedroom residences. The elegantly appointed residences feature hardwood flooring, gourmet kitchens with granite countertops, top-of-the-line “floating glass” and stainless steel appliances, designer cabinetry, marble baths with designer vanities and sinks, separate glass-enclosed showers; washers and dryers, and breathtaking views of the Manhattan skyline and Long Island Sound. The units have sold from about $425,000 to approximately $1.7 million, according to Cappelli Enterprises Senior Vice President Joseph Apicella. At press time more than 70 percent of the residences had been sold. Apicella said that Cappelli and Trump are pleased with the sales activity thus far at Trump Plaza. “We have got three quarters of the building pre-sold before we even opened it,” he said, “and arguably this is one of the more difficult real estate markets of the last 20 years. Putting that aside, we have been able to work creatively with specific underwriters and
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mortgage companies, such as Wells Fargo, and they have been very aggressive in their approach to these prospective buyers. We think that has played a major role in light of the tightening mortgage market… All in all given the market I think we are doing terrific.” Trump Plaza will also be home to New York Sports Clubs, one of the region’s premier fitness clubs. Located on the second floor of the building, the new 42,000-square-foot multi-recreational fitness facility features a basketball court, state-of-the-art fitness equipment, family changing room, and separate studios for aerobics, cycling, boxing, and mind/body exercise programs. It also offers two swimming pools -- a lap pool, and an additional pool for children’s swimming lessons and aquatic exercise classes. It is scheduled to open in early 2008. In total, there will be more than 138,000 square feet of retail space on two levels at the base of the tower building. “We have a number of national restaurateurs and general merchandize retailers that are interested,” Apicella said. “We continue to be hopeful. However, we also recognize that it is a situation when the residential in the building is stabilized, fully sold and occupied and when the Avalon Bay Phase II project is fully leased… then you create a significant amount of disposal income and the retailers will immediately recognize that and take leased space out of this building.”
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New York Sports Clubs, which is open to the public as well as residents of Trump Plaza, complements other amenities at Trump Plaza including an indoor swimming pool with a magnificent greenhouse roof; fully landscaped outdoor garden terrace; Trump Plaza Club with plasma TV, fireplace, billiard and card tables; media room; tot room; business center; 24-hour valet parking; and concierge services. In November, Cappelli Enterprises officials reported it was offering a special option where prospective buyers can lease a Trump Plaza residence for one year with an option to buy at today’s prices at the end of the lease. Under the new “Rent Today, Own Tomorrow Program,” the amount of money paid in monthly rent will be applied to the purchase price. The average rent for a two-bedroom at Trump Plaza is $3,600 per month.
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he City of New Rochelle has selected two projects for its innovative new Neighborhood Traffic Calming Program (NTCP). Launched this past April, the NTCP seeks to address and resolve residential traffic concerns through calming measures including speed humps, traffic circles, and road narrowing and closure as well as enforcement and education. Mayor Bramson noted that this unique program was part of the city’s broader effort to improve the safety and quality of life in New Rochelle’s neighborhoods. “For the first time, we can now implement real solutions to address longstanding safety concerns,” he said. “Two residential areas will benefit in the months ahead, and we look forward to extending this valuable program to other neighborhoods in the future.” To be eligible, a roadway must be a residential street, cannot be a collector or arterial road, and should not be designated as an emergency response route, among other criteria. Applications must be accompanied by signatures of 50 percent of residents within the proposed area. A total of eight applications were received for this inaugural program. The two top-scoring projects were selected by the RBA Group consultants based on ratings derived from traffic data collection, field observations and other objective criteria. The first project targets streets adjacent to New Rochelle High School including Clove Road north of Eastchester Road, Parcot Avenue, Otsego Road, Flandreau Avenue, and Argyll Avenue between Flandreau Avenue and Calton Road. A second project addresses concerns on Paine Avenue between North Avenue and Lyncroft Road. The RBA Group, working in conjunction with the applying neighborhood, will develop a conceptual design. Upon completion, the proposal will be sent to the Police Department, Fire Department and Traffic Advisory Committee for review and comment, and a public meeting will be held to obtain input. The project must receive the support of 85 percent of area residents to be constructed.
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Bird’s-Eye View Redevelopment area of Echo Bay
ate last year the New Rochelle City Council unanimously endorsed Forest City Residential Group as the designated developer for the Echo Bay project and in 2007 the project is starting to take shape. Forest City bested two finalists, WCI Communities of Bonita Springs, FL and Twining Properties of New York City for the designation. Forest City Residential Group is a division of Forest City Enterprises, Inc. of Cleveland. The city, in partnership with Forest City, will look to develop a mixed-use project of residential, commercial and retail use and a public park promenade. New Rochelle City Manager Charles
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hile the luxury high-rise rental and condominium apartments in the downtown district have been very popular, the city recognizes that there is a need for affordable housing in the city. Thanks to the efforts of the city, Westchester County and not-for-profit agencies, New Rochelle has been in the forefront of 8 NR
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Strome III said that for most of 2007 Forest City has been working on a plan and meeting with citizen groups concerning Echo Bay. The city recently gave Forest City a six-month extension on its planning agreement with the city. “I anticipate that in January they will be able to come forward with a preliminary draft plan that will be disseminated and followed by public meetings with affected neighborhoods and interest groups. I expect by the end of the six-month period we will have a Memorandum of Understanding and a final plan and begin the environmental review process for that project. City Manager Strome said the city believes the project could break ground by 2009 or 2010.
developing quality affordable housing within its borders. At a grand opening press conference in September Westchester County Executive Andy Spano characterized it simply as a shining example of how affordable housing development should be built in Westchester County. Although from concept to reality took about 30 years to realize, the New Rochelle Neighborhood Revitalization Corp. held a ribbon cutting ceremony for a portion of its planned $40-million affordable housing development at a site in the city’s West End district. The overall project is the largest affordable housing venture developed with county financing in Westchester County
and the largest ever undertaken in the City of New Rochelle. The first phase – the $10million Town Houses at West End development of 25 new single-family townhomes
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– is complete. A 102-unit affordable senior housing project is under construction. Westchester County contributed a total of approximately $8 million to the venture; $4.8 million for land acquisition through the New Homes Land Acquisition program, as well as $3 million in Housing Implementa-
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tion Funds for infrastructure improvements. Other funding sources included federal HOME Funds and a HUD Special Grant from the City of New Rochelle, funds from the refinancing of two senior buildings within the NRNRC’s portfolio and low-income housing tax credits. The two projects are part of the ambitious West End 2000 housing redevelopment project initiated by the non-profit NRNRC and the City of New Rochelle. New Rochelle Mayor Bramson said, “New Rochelle is committed to providing affordable housing opportunities to working and middle class families. This development will make the dream of homeownership possible for more of our neighbors and help ensure that our city remains vibrant, diverse and inclusive.” Mayor Bramson and NRNRC officials praised all the state, county and city officials who lent a hand to the endeavor, including
former New Rochelle Mayor and now Westchester County Clerk Timothy Idoni. In excess of one dozen buildings were demolished along with about a handful of businesses that were displaced by the project. Many of the residents of the former blighted buildings have become residents of the new Town Houses at West End development, NRNRC officials said. The townhouses were available to firsttime homeowners with household incomes at or below 80 percent of the county area median income. For a family of four, that is $77,200. Units sold for between $225,000 and $240,000. The housing remains labeled “affordable” for 40 years, which means its resale remains restricted to income-eligible applicants. Once completed early next year, the units will be rented to seniors at or below 60% of county AMI. For a single-person house-
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ity officials said that the second phase of the Avalon rental apartment complex in Downtown New Rochelle –- Avalon on the Sound East –- is all but finished. The second phase of the Avalon on the Sound luxury rental apartment development, estimated at $150-million project, features 588 apartments, complementing the firm’s successful first phase – a 24story, 412-unit complex completed in 2001. Avalon officials said the existing Avalon on the Sound property is more than 97 percent leased. City officials stated that AvalonBay Communities’ officials reported to the city recently that more than 50 percent of the units at the second phase have already been spoken for. Monthly rents at the second phase will average $1,500 for studio apartments; $1,800 for onebedroom units; $2,600 for two-bedroom residences and $3,400 for three-bedroom apartments. The apartment sizes range from 525 square feet to 1,350 square feet. Some of the amenities of Avalon on the Sound East include: landscaped courtyard with BBQ area, 24-hour concierge, outdoor pool, rooftop restaurant lounge with game room, state of the art fitness center with Cardio Theater, a banquet room, garage and covered parking.
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hold, that is $40,560; for a family of two, that is $46,320. A planned Phase II of the project will add 12 townhouses and 40 units in a mixed-income building for seniors. Charles DePasquale, executive vice president of NRNRC, said the senior rental project will include meals, recreation and housekeeping. Prices will range from $2,200 to $2,800. The development is expected to open its doors in early 2008. He said that it is a green modular built development. Some of the “green” elements in the senior project include: a geothermal system to recover energy from the heating and cooling systems and energy efficient lighting. The New Rochelle Neighborhood Revitalization Corp. was formed in 1979 and has constructed or renovated 1,200 units of affordable housing valued at more than $100 million in the Queen City.
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appelli Enterprises was before the city in November on its revised LeCount Square project. This past summer Cappelli sought to reposition the pending project by increasing the office space component from 126,000 square feet to nearly 400,000 square feet. Also part of the repositioning will be the reduction of the number of luxury residential units from 527 to 258. In total the project will feature two high-rise towers, including one that will rise 50 stories. The modified plan now calls for a reduction of one of the two high-rise towers from 500 feet to 375 feet. The other tower will be approximately 50 stories or 500 feet. The two towers will rise from a three-level retail podium. The north tower building will contain strictly office space with the first two floors above the retail featuring 40,000-square-foot floor plates geared toward trading floor use. The remaining office floors will have floor plates of approximately 23,500 square feet. Also planned for the project is a 209-room hotel and 200,000 square feet of retail, up from 180,192 square feet in the original proposal and 12,000 square feet of restaurant space, down from 22,000 square feet based on the original plan. There will also be approximately 1,012 parking spaces on four levels below grade. Also part of the plan will be a 58-unit residential Loft Building that will be constructed on a new Anderson Street across the street from the LeCount Square site. “Our new alternative plan for LeCount Square more accurately reflects the growing demand in our region for Class A office space that is located near major transportation hubs,” Cappelli said at the time. “The concept of transit-oriented office use is a relatively unique product in Westchester County. Our project will be ideally situated to serve this important sector of the high-end office market.” In reference to the LeCount Square project, Cappelli noted the tight office market in Manhattan, which is securing rents
approaching or exceeding $100 per square foot, is fueling demand for quality Class A office space in Westchester County that can be delivered in the next two years. Office space at LeCount Square is expected to fetch about $50 a square foot. “The office space at LeCount Square will be on par with the quality you expect to find in a Manhattan office building,” he said. Cappelli officials said that property acquisition is complete, but the firm still needs to strike a deal on the relocation of the U.S. Postal Service’s distribution warehouse. “We feel that once we get that deal done, it (start of construction) could be anytime in the spring of ’08,” Apicella said. At deadline, Cappelli Enterprises is also marketing available units at its 98-unit Lofts at New Roc development that sits atop the New Roc City parking garage.
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nother critical component of New Rochelle’s quality of life is its high-quality educational institutions. In fact, New Rochelle could be called a “college town” of sorts with the likes of Iona College, the College of New Rochelle and Monroe College all calling the Queen City home. These centers of higher learning have consistently invested in their educational programs and facilities to provide better services to their respective student populous. Recently all three colleges have embarked on new capital programs.
n late October Iona College commenced the first phase of construction on Ryan Library, thanks to $9.14 million in cash that has been raised to date by Visions of Excellence: The Campaign for Iona’s Library. The groundbreaking ceremony was held in Memorial Park on the Iona campus. Publicly launched in December 2006, the goal of Visions of Excellence is to fund a new library entrance facing North Avenue (Phase I) and a two-story, 14,000 square foot addition to the building (Phase II). Once completed, the library will house an expand-
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Rendering of LeCount Square
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ed print collection, a multimedia seminar room, an enlarged reading room, six group meeting rooms, increased individual study space, a technology resource center and a two-story atrium. The campaign aims to raise another $4 million towards the library project, including $1.7 million expected from a New York State grant. Phase II of construction is projected to begin immediately following the completion of Phase I (approximately a year) if funds are available, college officials stated. Donors’ early payments on campaign pledges have enabled Phase I of the library project to begin sooner than originally planned. When the early start to the construction was announced in the spring, Iona College President Brother James Liguori said,
“I’m delighted to once again witness the generosity of our alumni in meeting the needs of the college and am pleased by how quickly their donations will be transformed into brick and mortar. A renovated and expanded library is necessary to ensure that Iona will continue to meet the research and technology needs of our students and faculty well into the future.” In conjunction with the New Rochelle Streetscape project, the renovated and expanded library will enhance the appearance of the surrounding North Avenue neighborhood, dubbed the “college district.” The college’s previous campaign, which closed in December 2004, funded a new student union and athletics center on the campus.
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s 2007 draws to a close, The College of New Rochelle looks forward to the opening in January of its $28-million Wellness Center. Now 85 percent complete, construction continues on the interior of the building, including the installation of lighting and plumbing fixtures and safety equipment. Construction of the swimming pool has been completed, tile work around the pool is about to commence, and the pool and concourse skylights are being installed. “With the construction of the Wellness Center, we have once again refined our educational vision by looking toward our strengths to create a new way of teaching and learning about health and wellness,” said CNR President Stephen J. Sweeny. “The college has reframed our approach to health and well-being, bringing that knowledge to our students and the greater community.” In addition to multi-media “smart” classrooms and space for conferences and seminars, the Wellness Center will include a state-of-the-art fitness center, a gymnasium equipped with arena-style bleachers, competition-size basketball and volleyball courts, an interior running track suspended above the gym floor and a six-lane NCAA competition swimming pool. Other highlights include a meditation room and contemplation roof garden. The ecological design of the building that serves as a metaphor for wellness will be eligible for certification by the U.S. Green Building Council under its Leadership in Energy and Environmental Design (LEED) Green Building Rating System®, CNR Officials stated.
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onroe College Executive Vice President Marc Jerome said that construction is expected to commence in the spring of 2008 on its new dormitory building. The six-story building will feature four floors of residential space, housing 250 residents. The new building will increase its dormitory space to about 750 beds. The ground floor will be new state of the art campus cafeteria with indoor and outdoor seating. The second floor will be classrooms committed to the college’s School of Criminal Justice, which is a growing program, Jerome said. The new approximately 70,000square-foot building will be designed to 14 NR
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conform with the other buildings at the Monroe College campus. He said the college, which will celebrate its 25th anniversary in New Rochelle in 2008, hopes to have students take occupancy of the building by September 2009. The college will also be celebrating its 75th anniversary next year as well. “New Rochelle continues to be a good place for students to go to college, people really like the city,” Jerome said. The new dormitory project is based in part on student demand for housing, but will also allow the college to consolidate some of its dormitory space. Monroe College currently has 2,000 students enrolled at its New Rochelle campus.
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ity Manager Strome said that the city in April 2007established a three-member Housing Code Enforcement unit to deal with what he termed was â&#x20AC;&#x153;a plethora of housing code violations in the city.â&#x20AC;? He said the unit has already made a significant impact in addressing illegal housing, owner occupancy violations that have been a long-standing problem for the city. In another quality of life initiative, beginning June 25, a program was launched to remove all graffiti that defaces public property within 48 hours of being reported. In addition, an abatement notice will be issued to owners of private property with graffiti within two business days of notification to the city. Property owners will then have 10 days to remove the graffiti or the city will perform the removal and send a bill to the property owner. While the city code has long required the removal of graffiti or defacing of any exterior structure within 48 hours, enforcement had not been consistent, said City Manager Strome. The new program provides for the hiring of two part-time laborers for nine
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months out of the year to paint over graffiti defacing public places. â&#x20AC;&#x153;With these resources we can now effectively commit to our own cleanup, and enforce the code for private properties,â&#x20AC;? Strome noted. Residents and businesses can report the location of graffiti by calling the City Managerâ&#x20AC;&#x2122;s office at 654-2140. The new initiative has the support of both the Business Improvement District and the New Rochelle Chamber of Com-
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merce. â&#x20AC;&#x153;This program is especially timely as it reinforces the efforts of an increasing number of downtown property owners who are investing in renovating their historic facades and developing vacant spaces in their buildings,â&#x20AC;? said Business Improvement District Executive Director Ralph DiBart. Added Denise Lally, Chamber of Commerce Executive Director and steering committee member of the Chamberâ&#x20AC;&#x2122;s recently formed Community Fund for Civic Beautification, â&#x20AC;&#x153;This policy is evidence of the cityâ&#x20AC;&#x2122;s commitment to the beautiful city that we are.â&#x20AC;?
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2007-2008 â&#x20AC;˘ NEW ROCHELLE
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>qi^kb^g\^ G^p Kh\a^ee^ _khf Z ]b__^k^gm oZgmZ`^ ihbgm Urban amenities, burgeoning commerce and diverse living options, located on the beautiful Long Island Sound in an accessible, suburban setting. Noam Bramson Mayor
Council Members
Michael E. Boyle, Jr., Barry Fertel, Roberto Lopez, M. Christina Selin, James C. Stowe, Marianne Sussman Charles B. Strome III City Manager
Craig King
Commissioner of Development
Jeremy Schulman
Economic Development Manager & Executive Director of the Industrial Development Agency
City of New Rochelle 515 North Avenue • New Rochelle, New York 10801 For more information, call Craig King at 914-654-2182 or Jeremy Schulman at 914-654-2193 or visit us on the web at www.newrochelleny.com.
28 NR
2007-2008 • NEW ROCHELLE