Newtown Calls In Pros for Sandy Hook Economic Recovery

In their quest to bring economic recovery to Sandy Hook Village, Newtown leaders have selected a Hartford-based group of consultants -- who say they have an eye for what makes a small town vibrant -- for a branding revamp to bring more customer dollars to the neighborhood.

The town is bringing aboard the Connecticut Main Street Center (CMSC), a consulting firm whose stated goal is to "bring historic downtowns throughout Connecticut back to life by strengthening our downtowns and village centers," according to their website. They'll work with South Carolina-based Arnett Muldrow & Associates and Canton, CT-based Netmark Associates and the Sandy Hook Organization for Prosperity (SHOP.)

"The goal is to assist Sandy Hook Village business and property owners with economic recovery, while ensuring a vibrant social center that reflects the true nature of the community," a spokesperson for the organization said.

The move represents the long-planned "next phase" of distribution for the STEAP (Small Town Economic Assistance Program) funds the state alloted Sandy Hook businesses in the aftermath of the Dec. 14 shooting.

In the first step, dozens of Sandy Hook businesses applied for -- and received -- funds to make up for the customers they lost in the weeks after the shooting.

"Our next step will address how we brand and market the unique shops and businesses, dining experiences, and beautiful vistas that Sandy Hook Village has to offer," said First Selectman Pat Llodra in a statement provided by the the CMSC.

For months, all eyes have been on Sandy Hook Village -- from local business leaders to Gov. Dannel Malloy, whose stroll through the district drew crowds and national media attention. Some residents worried the long-term effects of the Dec. 14 shooting could result in visitors and their purchase power leaving Newtown for its neighbors.

But new businesses -- like the Foundry and Village Perk Cafe -- have opened. And the streetscaping project continues, as flowers and gathering vistas spring up and sidewalks expand along Washington Avenue.

"The continued growth and investment that is occurring in Sandy Hook Center is a testament to the commitment that residents and businesses have made to this special place in Newtown where residents and visitors can live, work, shop, and become involved in numerous community activities," said Llodra.

SHOP president Michael Burton praised the town for supporting the streetscape project and said he looked forward to working with CMSC.

"This effort is designed to increase the customer base of the district, thereby increasing and strengthening the vibrancy of Sandy Hook Center," he said.

Phase one of the project will run from September through December, according to CMSC. It will involve local business owners and patrons in focus groups and workshops, with a "branding and marketing" plan expected in mid-November.