The appearance of downtown Long Branch is a common gripe among residents who live near or travel on the busy road which many people use to get to the city's beaches.
A new group is hoping to improve the area's appearance with a series of cleanups and initiatives, beginning next month.
The group is called Downtown Renew and will be made up of community volunteers, according to Long Branch Councilwoman Joy Bastelli.
Councilwoman Bastelli spoke about the group during Wednesday's Greater Long Branch Area Business Meeting.
"We want to revitalize downtown Long Branch by encouraging a cohesive business district," Councilwoman Bastelli said. "We want them to embrace a beautification program to dispel and revise the appearance of neglect."
The areas of focus for cleanups will be Third Avenue between Broadway and Chelsea Avenue and Broadway between Memorial Parkway and Morris Avenue.
Businesses in the area will be asked to keep sidewalks and curbs litter free and will also be asked to keep their windows clean and remove snow during the winter months.
Councilwoman Bastelli said letters will be sent to businesses to let them know about the program and gauge their interest
Councilwoman Bastelli said she would also like to coordinate the city's street sweeping schedule and make sure there are no cars that will get in the way of the street sweepers. She said some parking changes could also be made in the area.
"We want to create a standard of uniformity," Councilwoman Bastelli said.
Long Branch's Urban Enterprise Zone program will help coordinate volunteer efforts, which should start at the end of April or early May.
Councilwoman Bastelli said she would also like to involve area schools and libraries by getting to emphasize the importance of not littering.