Business Owners React to Road Construction Delays in Eatontown

He owns one of the oldest businesses in town and in 38 years has seen a lot of changes at the intersection of Routes 35 and 36, but according to Vito Ruffino, the that surrounds his business in the former is a "frustrating situation."

The center, located at 178 State Route 35, is tucked right into the corner of the intersection that has been to to ease congestion and increase safety, a spokesman for the New Jersey Division of Transportation told Patch in October. 

Ruffino points most of his ire at the borough for not being "sensitive" to the businesses in the plaza that have been most affected by the project, which has included sudden power loss and blockages at the entrance to the center.

He says that while there are signs directing traffic to the nearby and , there are none indicating approaching entrances to the plaza where is located.

"They put us last," he says of the poor signage provided during the construction and the hoops the borough requires businesses to jump through to obtain temporary signs to help potential patrons find the entrance to the plaza.

"You could pass by before you even know (the entrance) is there," Ruffino says, and adds that with the closing of Office Max and the removal of that sign -- and awaiting the changeover to Michael's Plaza later this year -- "It's the perfect storm of bad circumstances."

Ruffino says that a lot of his summer clientele comes from drives who see the "pizza" sign as they pass by on Route 36 headed back to the Parkway from the beaches. The road construction, which has now been extended through the beginning of 2013, has positioned barrels near the entrance and poor signage has cut down on that customer base, says Ruffino.

Things are about to become even more complicated when yet another large road project, the widening of the intersection of Wyckoff Road and Route 36, is scheduled to begin construction in the next five or six months, according to Eatontown Borough Administrator George Jackson at the Jan. 11 borough council meeting.

John Baghsarian, who has been manager at next door since 1985, says that while the construction has been a "hassle," the jewelry store's experience has been slightly different as they have an established customer base.

"We get a lot of referrals and first-time customers but they come because they need a good jeweler," he says of the store that has been in the same location since it opened in 1974. "We don’t really get walk by traffic."

Earth Treasures is in the process of constructing a brand new store in the  shopping center with an estimated completion date in March, says Baghsarian.

Both Baghsarian and Ruffino agree that the constantly-changing traffic pattern at the intersection, accompanied by multiple orange signs and arrows and suddenly shifting lanes, just adds to the confusion.

"People's livelihoods are at stake here," says Ben Lucarelli, who serves as managing agent for the property. "I think the project could have been handled better."

He adds, "I think impulse shopping has been reduced."

In the meantime, the is moving forward and scheduled to begin construction in February and looking towards an opening in May, says Lucarelli.