Market & Development Feasibility Analysis

Seafood Suppliers Directory, Jersey Seafood website, Jersey Seafood point-of-purchase rec- ipe cards, and other types of point of sale ad- vertising materials.

The local labeling program will continue to be advantageous as the quality and safety of cheaper foreign imports is questioned. In June of 2007, there was national media coverage on the F.D.A. blocking the sale of five types of farm-raised seafood from China due to re- peated instances of contamination from unap- Figure 5.28: The Net House is a historic feature of the site proved animal drugs and food additives (Martin 2007, June 29). As the negative per- ception of foreign seafood grows, consumers will most likely turn towards local seafood products even if the costs are higher. Con- sumers will depend on labels as a key way to decipher between foreign and local products. Figure 5.29: Jersey Fresh and Jersey Seafood Labels Bait The Belford Co-op is currently expanding the sale of bait fish caught using pound nets in the Bay. There is a significant sector in the region that requires bait fish, for example, bluefish used as bait in tourna- ments. Also, some Co-op members catch surf clams from Prohibited waters off of Sandy Hook for use as recreational . The proposed site plan accommodates space for offloading, processing and packing bait. The Co-op could sell bait directly to marinas and large bait shops along the Jersey Shore.

Figure 5.30: Belford Seafood Co-op Retail Store

31 Port of Belford Economic Feasibility Study and Conceptual Development Plan — Township of Middletown —The Louis Berger Group, Market & Development Feasibility Analysis

aquaculture facility at the site, Figure 5.31 would leverage, while helping to preserve, the Development Matrix demonstrates that the alternatives do not meet unique location and maritime heritage. many of the necessary market criteria. The The development feasibility matrix is designed main reasons are: strong domestic and inter- A marine research facility, as an extension of a to let decision-makers/policy analysts weigh national competitors with lower costs and bet- local educational institution (e.g., Monmouth the pros and cons of the various development ter harvesting environments, high input costs, University, Brookdale Community College), alternatives for the study area. The matrix al- and lack of growth in the price of these prod- would greatly benefit from the regional loca- lows users to compare strategies in terms of ucts over time. Due to these reasons and tion of the site and the proximity to commer- desirability and feasibility factors such as cost, other challenges, a depuration plant and aqua- cial fishermen. Collaborations could be cre- permitting, market growth, economic develop- culture facility would require a significant ated with existing commercial seafood busi- ment, and so on. The “pluses” and “minuses” amount of government subsidy for both con- nesses on research and development and inno- per strategy across the continuum of consid- struction and operation and therefore are not vation, new business incubation, and public erations aid in developing consensus on one or seen as viable development alternatives. programs while meeting the facility’s educa- more development alternatives/strategies. tional and research mandate. On the other hand, as shown in Figure 5.31 Based on the market assessment and develop- the live fish facility meets most of the develop- Open space is a key component to the devel- ment feasibility analysis, the successful revitali- ment and market criteria. The market viability opment plan since will connect many of the zation of the study area requires the implemen- of this development alternative is mainly due proposed land uses while providing active and tation of numerous development alternatives to the Port’s competitive advantage to national passive recreational opportunities. The area is and strategies. A mixture of uses is needed to and international competitors - high transpor- currently a destination for water-dependent assist the fishermen in a globally competitive tation costs and complex issues entailed. In recreation and the provision of park amenities seafood market while attracting private invest- addition, this alternative does not require ex- would further attract to this destination. ment and public awareness to the area. tensive facility construction or radical changes Funding sources appear to be available for to fishing practices or conducted, nor land acquisition for preservation and public The plan recommends that the future develop- does it require increased fishing effort or in- access, as well as rehabilitation of the bulkhead ment of the two properties include a live fish creased catches. By making changes in the and other site and parking improvements. facility, open space, education center, Bayshore handling, storage, and transportation of fish, Inn, marine research center, ferry retail booth, this alternative would open up new markets to Other land uses which have private investment fishing-related operational improvements, and Belford fishermen, significantly increasing the interest and can be successfully integrated into other uses that attract private investment. selling price per pound. the overall development plan should be con- Based on the in-depth physical and market sidered. In addition, specific commercial fish- analysis and extensive interviews with a variety An interactive/discovery center and an educa- ing-related operational improvements identi- of stakeholders, these uses have the highest tional facility that houses marine research are fied in the plan should be implemented. The degree of success for supporting the existing both complementary additions to the redevel- Conceptual Site Plan Section demonstrates the fishing industry at the Port. opment of the site. An interactive/discovery development alternatives in an overall redevel- facility could be very successful due to the opment scheme. Despite the physical feasibility of constructing community’s interest and the current demand and operating a clam depuration plant and for experience driven tourism. The facility

32 Port of Belford Economic Feasibility Study and Conceptual Development Plan — Township of Middletown —The Louis Berger Group, Market & Development Feasibility Analysis

Figure 5.31 Development Matrix Development Alternative Marine Clam Aquaculture Live Fish Open Bayshore Education Research Ferry Retail Improvements Labeling / Depuration Facility Facility Space Inn Center Center Booth in Processing Marketing Development Criteria Construction feasibility + + + + + + + + + Construction permitting + + + + + + + + + Operation permitting + + + + + + + + Consistent with current plans/zoning + + + + + + + + + Prevents negative impacts to sur- rounding uses + + + + + + + + + Preserves fishing heritage + + + + + + + + Provides public access to waterfront − − − + − Ecological benefits − + + + − + Educational value + + + + + + Community aesthetics − − − + + Regional destination + + + + + + + + Market Criteria Growing market − − + + + + Financially sustainable − − + + + − − + + + Growth for existing fishing and sea- food industry + − + − − − + + + + Cost efficient − − + + + − + + + Generates employment + + + − + − + + + + Labor skills match + − + + + + − + Available production inputs + − + + + + + + Buffered from domestic/international competition − − + + + + − + Revenue producing + + + − + − − + + + Government funding − − − + + + − − Private funding − − − − + − − − + equals positive correlation − equals negative correlation

33 Port of Belford Economic Feasibility Study and Conceptual Development Plan — Township of Middletown —The Louis Berger Group, Conceptual Development Plan

he overall scenario includes numer- ous development proposals. The following is a list of these proposals Conceptual Development with locations shown on Figure 6.1. T 1. Ferry Retail Booth Plan A retail booth (approx. 1,600 s.f.) is located adjacent to the ferry terminal. Businesses sell fresh, locally produced seafood and prepared small theater space; gallery; indoor working freezer (approx. 810 s.f.). The second floor meals to the more than 1,100 daily riders. The area for fishermen to repair nets and equip- includes office (approx. 540 s.f.); bathrooms booth contains separated spaces for multiple ment; and outdoor exhibit area. (approx. 135 s.f.); and storage (1,700 s.f.). vendors and accommodates basic kitchen ap- pliances such as refrigeration, sink, heating, 4. Net House 5. Restaurant and Outdoor Seating Area stove, etc. Display shelves are used to enable The existing net house (2 fl., approx. 10,000 Physical improvements are recommended to riders to quickly pick up seafood and prepared s.f.) is completely rehabilitated (rebuilding of the existing restaurant. These include an ex- meals. In addition, a seating area is located everything except for frame). The building is panded, raised outdoor seating area; full- between the booth and creek for riders await- used mainly for the live fish operation with a service bar; and interior renovation. ing the next ferry and wanting to eat or drink. ground floor retail seafood component. Asso- ciated uses include: live fish tanks, loading/ 6. Storage building 2. Landscaped Courtyard unloading via small trucks on south side of The storage building (approx. 6,500 s.f.) is a The landscaped courtyard enables visitors to building and boats on the north side, office one story building located south of the drive- better experience a working port. This area is space, retail space, processing space, and ice way on Parcel A. This building is for storage at the heart of the commercial fishing activity and freezing. of equipment and supplies and will assist in the with boats being unloaded, fish being carted overall clean-up of Parcel A. around, and fishermen walking around with For the live fish tanks, the ground floor in- gear. The focal point of the courtyard is a cludes three rooms (800 s.f. each) with 12 foot 7. Landscaped Plaza berth for mooring vessels which allows visitors ceilings and 10’x10’ garage doors on both the The landscaped plaza is designated for com- to get close and peer into ships. The courtyard water side and street side for loading and munity events and passive recreation. The will built with a permeable surface (see design unloading. The rooms accommodate two side center piece of the plaza is public art celebrat- guidelines section). by side 12’x12’ tanks plus one tank stacked on ing the area’s maritime heritage. The plaza is top of each tank and associated equipment. A used for community events such as weekly 3. Interactive/Discovery Center hallway exists for visitors to view operation. green markets, festivals, tours, concerts, etc. The interactive/discovery center (2 fl., approx. 9,000 s.f.) promotes Monmouth County’s over The ground floor also includes a processing 8. Natural Outdoor Amphitheater one-hundred year old maritime tradition area for filleting and packing (approx. 800 s.f.); The natural outdoor amphitheater is a simple through education exhibits; aquarium for retail space with prep kitchen and cooking earthen structure consisting of a grassy basin plants and fish; oral history and photo archive; space (approx. 1,215 s.f.); and ice/walk-in with earth steps. This landscape feature does

34 Port of Belford Economic Feasibility Study and Conceptual Development Plan — Township of Middletown —The Louis Berger Group, Conceptual Development Plan

12

11 10

9

8

4 7 2

3 5

6 1

Figure 6.1: Conceptual Development Plan for study area

35 Port of Belford Economic Feasibility Study and Conceptual Development Plan — Township of Middletown —The Louis Berger Group, Conceptual Development Plan

not rise above ground. The center of the basin 10. Bayshore Inn is flat ground that will act as a small stage. The inn (3 fl., approx. 23,000 s.f.) capitalizes This landscape feature can be used for outdoor on the area’s scenic location. The second and educational instruction, concerts, plays, classes, third floors contain hotel rooms with expan- presentations, etc. sive views of the Bay. The bottom floor is a banquet area with a private outdoor courtyard 9. Marine Research Facility which is an ideal location for weddings, cere- The marine research facility (2 fl., approx. monies, meetings, etc. 22,000 s.f.) is located adjacent to the water and is a marine resource center that accommodates 11. Open Space a research extension facility of an educational Located on the western edge of Parcel B adja- institution in addition to research facilities for cent to the Dunes residential complex, the other marine science organizations (e.g., non- landscaped open space provides water and profits, incubator business entrepreneurs). beach access to the public. This open space also provides natural habitat connectivity be- The mission of the resource center is to tween the Bay and the large wetlands to the “provide leadership, initiate and facilitate re- south. sponsible community-based manage- ment, collaborative marine science, and sus- 12. Boardwalk tainable economic development to benefit the The boardwalk runs along the entire water’s fishermen and communities of Raritan Bay and edge for both Parcel A and Parcel B. The the Hudson-Raritan Estuary complex.” Pro- boardwalk is built upon the rebuilt bulkhead posed activities at the center include: commu- and is a key feature of the development plan in nity hatchery, oyster aquaculture for ecological connecting the different land uses together restoration, community supported fisheries while making the site an attractive destination project (CBF), collaborative research projects, for walking, strolling, and sitting by the water. and business incubation (Willner 2008). The The boardwalk terminates at the northern edge NY/NJ Baykeeper has expressed interest in of Parcel B with a connection to the beach. the site to support their oyster restoration for Coordination with adjacent property owners ecological purposes. The Baykeeper has been and specific improvements are needed to pro- coordinating oyster reef restoration in the Rari- vide a continuous boardwalk north of Parcel tan Bay and other locations in the NY/NJ B. Harbor for several years and has designated funding for this purpose. The research center will provide much needed space for this effort.

36 Port of Belford Economic Feasibility Study and Conceptual Development Plan — Township of Middletown —The Louis Berger Group, Conceptual Development Plan

12

11 10

9

8

4 7 2

3 5

6 1

Figure 6.2: Conceptual Development Plan for study area

37 Port of Belford Economic Feasibility Study and Conceptual Development Plan — Township of Middletown —The Louis Berger Group, Implementation

Implementation

he development plan will be im- plemented as approved by the Roles and governing body through private development, public investment of Responsibilities Tstrategic infrastructure, and the coordination of different state and local organizations The success of the development plan is de- working together to improve the Port and pendent on the active involvement and coor- adjacent properties. dination of the Planning Board, Planning De- partment, Governing Body, local fishermen, property and business owners, and other key stakeholders. The Township approves the development plan and oversees the imple- Planning Board and mentation of the plan. The Planning Board Planning Department reviews the development plan and reviews development applications in the study area to determine consistency with the development plan.

Government, Other agencies and organizations such as the Private, and Development Belford Co-op; NJ Departments of Agricul- Fishermen Non-Profit ture, Environmental Protection, and Commu- Plan Stakeholders nity Affairs; Monmouth County; New York Waterways; the Dunes Homeowner’s Asso- ciation; and other organizations play an im- portant part through providing key input and Property and helping implement recommendations. Business Owners

Figure 7.1: Numerous public and private parties are key to the creation and implementation of the development plan.

38 Port of Belford Economic Feasibility Study and Conceptual Development Plan — Township of Middletown —The Louis Berger Group, Implementation

funding from the State for conservation and Economic Development – Municipal aid funds are Sources and Uses associated infrastructure and has an interest in appropriated by the Legislature for municipali- preserving land in Middletown. ties in each county based on a formula consid- of Funding ering population and road mileage. Monmouth County Park System Open Space Program - The recommendations within the development The program has funding for cooperative pro- Local Aid for Centers of Place – Local Aid for plan will be implemented through a combina- jects with Monmouth County municipalities. Centers of Place is designed to assist munici- tion of private investment and government as- Both land acquisition and development for park, palities that have formally participated in the sistance. Attracting strategic partners, such as recreation, and open space purposes are eligible for New Jersey State Development and Redevel- an educational institution, developers, non- funding. opment Plan (SDRP). profits and Township, County, and State agen- cies, is critical to the success of the develop- Port Authority of New York and New Jersey - The Community Development Block Grants (CDBG) - ment plan. This section identifies potential Port Authority acquires and preserves critical With the Small Cities CDBG program, States funding sources. habitat and waterfront areas for public use in award grants to local governments for a wide New York and New Jersey. The Port Author- range of community development needs. Parks and Open Space Preservation and ity also funds other projects related to conserva- Educational Facility tion and environmental education.

NJDEP, Green Acres Program. State Park and Open American Littoral Society - The organization funds Space Acquisition - The Program serves as the the acquisition of open space and is heavily in- real estate agent for DEP conducting fee simple volved in coastal education programs. The or- acquisition of lands with high environmental, ganization is headquartered in Sandy Hook and scenic, and recreational value and associated is associated with the NJ/NY Baykeeper organi- infrastructure. Once acquired, these lands be- zation. come part of the system of state parks, forests, natural areas, and wildlife management areas. I BOAT NJ - Managed by the New Jersey Green Acres funding could potentially be used DOT/Office of Maritime Resources in the study area for acquisition of land for (NJDOT/OMR), the program provides grant open space preservation and parks, boardwalk, funds to selected eligible applicants to promote, bulkhead repair, educational facility, park equip- improve, and enhance the marine industry. ment and infrastructure. Funding for infrastructure is available through the program’s boating/educational grant State Grants to County and Township for open space acquisition—Grants have been made to Town- Infrastructure and Transportation Improve- ship under the Planning Incentive Program. ments

Monmouth Conservation Foundation– Receives Municipal Aid, NJDOT Division of Local Aid and

39 Port of Belford Economic Feasibility Study and Conceptual Development Plan — Township of Middletown —The Louis Berger Group,