Walk through Ridgewood’s downtown, and it’s easy to appreciate what makes it special: historic character, a walkable business district, unique shops, restaurants and services, and a community that takes pride in shopping locally. 

But maintaining a thriving downtown in a rapidly changing business environment takes more than simply hoping the right businesses will find their way to Ridgewood. 

That’s where the newly formed Ridgewood Business Alliance (RBA) comes in. 

Led by Executive Director Steve Grillo and Marketing Director Corinne Mahoney, the RBA is positioned to provide strategic direction for Ridgewood’s downtown business district. Created after several years of planning, the Alliance is taking a long-term, intentional approach to strengthening the local business community. 

The goal isn’t simply to bring more businesses to town. It’s to create an environment in which a diverse range of businesses can succeed—and remain successful. 

Local, regional, and national trends have created a need for communities to remain regionally competitive. About 100 municipalities in New Jersey are currently working with Special Improvement Districts (SIDs), whether the goal is to attract industry, improve downtown retail, or improve the general business environment. 

The Bigger Picture

The idea has been in the works for several years. Deputy Mayor Pam Perron was there from the beginning. 

“When I joined the Village Council in 2020, I was assigned to be a liaison to the Central Business District advisory committee, and we learned about Special Improvement Districts. We took field trips to various towns to see what they did in communities like Summit and Westfield.” 

The committee soon moved forward by hiring a consultant to help create the SID and selecting Steve Grillo as executive director. Grillo brings nearly 20 years of experience in downtown revitalization, commercial district management, and Special Improvement Districts. He spent a decade as first vice-president of the Staten Island Economic Development Corporation, where he helped create and manage three Business Improvement Districts, including one of just five industrial BIDs in New York City. 

From 2021 to 2025, he served as executive director of the Special Improvement District in Millburn-Short Hills, where the organization earned numerous awards and designations, including the coveted Main Street New Jersey designation. 

Corinne Mahoney, marketing director, has a strong background in social media marketing, entrepreneurship, and marketing consulting for small businesses. She discovered the niche world of Special Improvement Districts in 2024, when she worked with the Millburn Short Hills SID, planning events, promotions, and educating the business community. 

Together, they are looking at Ridgewood through a different lens. 

Every community has different challenges. The RBA’s job is to identify those challenges and determine how best to address them. “It’s a way to build and strengthen the downtown retail businesses,” says Grillo. “The RBA’s job is to create the right environment to help a diverse community of 750 businesses in Ridgewood thrive.” 

When residents wonder why Ridgewood has lots of certain types of businesses but not enough of others, Grillo says the answer starts with data. 

“The free market economy dictates what’s happening,” he says. “But the real question is, why is it easier for those types of businesses? Maybe zoning or land usage don’t affect them—maybe there are other reasons. Our job is to figure that out—working with brokers, Village officials, zoning, parking, and so on to discover how we can improve the business environment to increase retail diversity while maintaining the character of the Village of Ridgewood.” 

That kind of investigation is at the heart of the RBA’s approach. 

A Downtown with Intention 

Typically, municipalities follow an ad hoc planning process, addressing issues with the staff and resources on hand at the time. 

A SID offers another approach: an intentional, proactive strategy in which different elements of the business district work together toward common goals. Rather than responding to individual problems as they arise, the organization intends to take a more coordinated look at the downtown—from streetscapes and signage to parking, walkability, traffic flow, retail diversity, and the needs of individual businesses. 

Grillo and Mahoney will work with Village officials, businesses, residents, and volunteers to create and execute that plan. 

Marketing and More 

Mahoney says marketing is a big part of the plan—and it’s about much more than simply promoting events or posting on social media. 

“Marketing plays a larger role than most people think,” says Mahoney. “You need clear messaging to tell the story of the community and the businesses within it.” 

Following the model of the nationally recognized Main Street Approach, the RBA’s mission is divided into four areas: economic vitality – creating a diverse economic base and a strong entrepreneurial system; design – creating an inviting, inclusive atmosphere while celebrating Ridgewood’s historic character; promotion – communicating the community’s unique features through storytelling and the “buy local” experience. 

“We will be uncovering what makes Ridgewood special,” says Mahoney. 

For local business owners, the RBA is intended to become a trusted resource—not another program they have to figure out how to navigate. Grillo and Mahoney plan to continually assess the business environment, attend conferences and webinars to stay current on changing trends, and bring that information back to Ridgewood businesses. 

The plan includes helping businesses boost visibility and create growth opportunities, offering guidance on potential grants, financial literacy mentorship, banking and loan information, marketing guidance, special events, and digital resources. 

“We can provide support to business owners who are too overwhelmed to know what to ask for; we will also serve as a liaison between businesses and the governing bodies of Ridgewood,” Mahoney says. 

For example, many businesses don’t know the NJEDA has a $50,000 grant available for businesses that own the building where they operate. Grillo can walk business owners through the process. 

The RBA also partners with SCORE, a group of retired executives who volunteer to mentor business owners in various areas of business. 

Technology is another major component of the RBA’s plans. 

The organization will be contracting with a local AI firm to make AI marketing and sales data accessible to business owners. The RBA will cover the cost of the first month of service, allowing businesses to make an informed decision about whether to continue investing in the service. 

The RBA also plans to introduce local businesses to marketing and social media influencers. The organization will handle the search and vetting process and help with costs, making it easier for business owners. 

Free social media audits will also be available to Ridgewood businesses, and the RBA can direct business owners to the NJEDA’s Small Business E-Commerce Support Program to apply for a free website. 

The philosophy is simple: make new technology and resources accessible, not intimidating. 

“People are overwhelmed, and they don’t know where to begin, but that’s why we are here,” says Grillo. “Being dynamic and responsive is why Amazon is so successful. Things change constantly, and that’s how business owners have to think. Remember, five years ago, ChatGPT didn’t exist! Our services need to directly represent the challenges businesses are seeing in a rapidly changing world.” 

The RBA isn’t only working with the businesses already here. Part of its mission is to promote Ridgewood to potential developers, businesses, and visitors. 

That means building relationships and partnerships while using marketing and social media to tell Ridgewood’s story. It also means taking a close look at the practical realities businesses face every day. 

“We’ll make it as easy as possible,” says Grillo. “I’m like a salesman for the town.” 

The ultimate goal is to create a community where businesses can open, operate, and thrive more easily in Ridgewood. 

Like any organization, the RBA requires funding. Commercial properties and businesses pay an annual assessment to support the organization. 

“Think of this as an HOA,” says Mahoney. “Commercial properties and businesses help fund the RBA. All of these dollars go right back into our mission and back into the local businesses…so they should definitely use our services!” 

For Grillo, the investment is ultimately about creating value for the entire business community. 

“There is a good basis to work here in Ridgewood, as opposed to some of the other towns I’ve worked with,” he says. “We will be taking on our challenges using thoughtful, data-driven planning to diversify the retail environment and develop messaging to support our downtown business owners.” 

The long game is straightforward: more businesses coming into town, businesses finding it easier to operate and be profitable, and business-friendly policies at the government level. 

Piece by piece, the RBA intends to add value for Ridgewood’s 750+ businesses. And for a downtown that has long been one of the Village’s defining features, that could mean an exciting new chapter. 

Get Involved With the RBA 

Are you a Ridgewood business owner? The RBA wants to hear from you. 

Schedule an onboarding meeting to review your business plan, marketing plan, and financials. The RBA team will review that information and provide recommendations. 

Want to get involved in the RBA community? The RBA is currently seeking volunteers for its economic vitality, design, and promotions committees. 

Email Corinne at corinne@visitridgewood.org to learn more. 

Coming Up 

Watch for upcoming RBA events and initiatives, including opportunities for Ridgewood businesses and community members to get involved. 

Check out the Ridgewood Talks podcast this fall for the RBA’s series, “Ridgewood Talks Business.” 

The RBA will soon launch its new website, visitridgewood.org. Stay tuned!