Businesses on Hold, in Limbo

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WILDWOOD – When will businesses be allowed to re-open?
“That is the big question,” according to Patrick Rosenello, executive director of the Boardwalk Special Improvement District (SID) and Wildwood Business Improvement District (BID). The districts include all the businesses on the Wildwood Boardwalk and downtown areas.
“Everybody wants to know a date,” he added. “We are all looking for when the summer season can start. The biggest problem is not having a roadmap to that end date.”
Businesses at Crossroads
Because of the COVID-19 pandemic and restrictions in place, businesses globally are finding themselves at crossroads of whether to spend their limited money on purchasing stock, hire employees or how to plan for business post-pandemic. 
Rosenello said, “Unfortunately, we just don’t have the answers now. 
“There still is a chance for some businesses to open on Memorial Day weekend (May 22-25), but after the governor spoke yesterday (April 14) about possibly re-opening in June or July, we just don’t know. The state is keenly aware of the huge impact tourism has on it and already has taken a huge financial hit because everything is shut down. Any date would be better than no date,” he said.
Morey’s Piers Opening Delayed
One of the largest employers in the area, Morey’s Piers & Beachfront Waterparks, has already postponed its opening twice: from Easter weekend to Mother’s Day weekend.
An April 9 statement posted on their website indicated there is “too much uncertainty to make and announce final plans.”
Seasonal Employees’ Unemployment Benefits
Seasonal employees can qualify for unemployment, according to Scott Weldon, a staff member in U.S. Rep. Jeff Van Drew’s (R-2nd) office. “However, the amount of usage on the website to apply has been unprecedented because of the pandemic,” he said. “The system is really overloaded, so it is taking more time than anyone would like, but people will get their retroactive payments.”
During the week of March 22-28, the U.S. Department of Labor reported 206,253 New Jerseyans filed for unemployment, surpassing the historic numbers of the week before. In comparison, in 2019, only 6,894 applied for unemployment.
Depending on an individual’s employment circumstances, there are several options that an independent contractor, business or individual could be eligible for, according to Weldon, including unemployment, disaster relief or the Payroll Protection Plan. 
“One might have access to the $600 per week Federal Unemployment Compensation, or federal benefits or both, depending on the circumstances,” he said. 
Residents already collecting unemployment will begin to see their $600 Federal Pandemic Unemployment Compensation supplemental benefit arrive April 14 (for the week of March 29). It will be a separate payment from the regular unemployment benefit, and will continue through July 25, according to the Labor Department.
New filers also will be eligible for the additional $600 per week; it will be retroactive to the week of March 29.
“If anyone needs help, we are happy to help guide you through the process,” he stressed, asking individuals to either call their office (609-625-5008 or 202-225-6572) or email him, at scott.weldon@mail.house.gov, if they need help.
Anticipating a ‘New Normal’
Thus far, the SID and BID have sponsored a webinar for businesses to help them better understand available financial help under the various COVID-19-related stimulus packages. Information also has been posted to their website, https://www.dooww.com/.
Rosenello, North Wildwood’s mayor, said the municipalities are trying to help anticipate and prepare for “new normals” once restrictions ease.
“North Wildwood drafted a resolution that relaxes certain zoning regulations when they re-open,” he noted, “giving them a chance to spread out and keep some assemblance of social distancing. No restaurant, especially a seasonal one, can expect to make a go of it with their business with only 50% seating. That’s why we are taking this aggressive approach.”
A resolution, which North Wildwood adopted April 21, will allow restaurants to extend tables/seating outdoors and onto the city right-of-way, as long as they do not increase their number of tables and seating. 
A site plan has to be approved by the Zoning Officer and Chief of Police, and include a litter control plan. Alcohol will be permitted to be served to these tables/seats if the business already has a license. 
No extensions can occur on the Boardwalk, however, and tables/seats have to be removed by 11 p.m. if on the city right-of-way.
“I think we have to be ready for whenever business is re-opened,” Rosenello said, “but I think there is going to be a very different public with different expectations.”
Rosenello has a stake in three boardwalk restaurants. 
Wildwood is discussing this resolution, according to an April 14 Herald story.
Under-promise, Over-deliver Possible?
Tracey DuFault, executive director, Greater Wildwoods Chamber of Commerce, said she hopes “we can under-promise and over-deliver by opening by Memorial Day if not before.
“I think people are going to be busting out of their houses to get out after sheltering at home for so long,” she said. “Americans are social beings, they love being around people. I think our beaches are plenty wide to accommodate people when we are given the all-clear.
“I hope we can have a wonderful and robust summer,” she added, “and I think people will be kinder and friendlier when things re-open. Obviously, we will follow the direction of the local, county and state governments and the president, but we are doing all we can to prepare for a Memorial Day weekend.”
Rosenello said the downtown businesses have been looking at what events can happen, like the farmers’ market, while the boardwalk businesses are looking at how the tram, fireworks and bathrooms could be opened easily. “We’ve already talked about extending the tram service out until Columbus weekend,” he added.
July Revenue Could be Advantage
One advantage Rosenello thinks seasonal businesses have is that “75% of their revenue comes in July and August, and so far, those months haven’t been impacted. If a regular business owner loses two or three months of revenue, they have nine or 10 months to recover. However, if we can open by July 4 and be open for July and August, I think the vast majority of small businesses can survive that. They won’t thrive this summer, but I think they will survive. 
“The fall may be busier as well, since we have such nice weather here,” he added. “However, if we cut too deep into July, I think it will be catastrophic. There is not enough government aid on the earth to help small businesses make it.”
To contact Karen Knight, email kknight@cmcherald.com.