Mayor Martin Pagliughi
On the Renaissance of Avalon
INTRODUCTION
The story of Avalon’s recent renaissance started almost two decades ago, with the strategic planning, budgeting and execution of numerous projects and initiatives that Borough Council and I as Mayor agreed would increase the safety and security of our residents and visitors and improve the efficient delivery of public services and raise the overall quality of life here in our community.
Some of these projects included: upgrading our Borough facilities such as the Public Works Complex at 13th Street, Borough Hall and Seniors’ Center, Beach Patrol headquarters, numerous beach and shore protection projects such as beach fills, seawall and jetty construction, recreation, open space, public gardens, back bay dredging, road, utility and storm water improvements, co-location of cellular antennae at 39th Street water tank, fourteen block commercial downtown reconstruction, beautification of our center islands on Dune Drive, and civic projects such as the school/community library and early childhood learning and Historical Museum at 39th Street.
FINANCIAL
Low Tax Rate /Expanding Rateables
All of the public infrastructure investment I noted above has been accomplished while growing our residential and commercial property rateable base and keeping the local purpose tax rate stable and in some years reducing it. A stable tax rate is paramount in making it affordable for our senior citizens and young families to be able to make Avalon their home. Through proper planning we have kept our tax rate in the lowest one percent of the 566 municipalities in the state of New Jersey. In 2005 the total tax rate is $0 .46 per hundred dollars of assessed valuation. The average tax rate in New Jersey last year was approximately $3.76 per hundred dollars of assessed valuation. Avalon’s rate is about 88 percent lower than the average rate in the entire State. Without counting school, library, and county tax, our local purpose tax is less than $0.20 per hundred dollars of assessed property value.
Part of the reason for the rate comes from the recent boom in both residential and commercial property value. The last property valuation boosted Avalon’s worth from $2.7 to $5.4 billion. I think present value is nearing $8 billion. But the fact that property values have risen 2% to 3% per month testifies to the image Avalon enjoys with investors and property owners alike.
High Credit Rate/Fiscal Management
In addition, Avalon’s credit worthiness has improved dramatically over these years. In fact, our debt rating by Moody’s Financial ranks Avalon as an AA3 which in the top 13 percent of most credit worthy communities they rate in the State of New Jersey and their report has complimented the Borough for its conservative budgeting, modest debt burden and professional management. Avalon has planned for the future without mortgaging it.
Grants/ Loans/ Revenues Sources
Part of my strategy for keeping taxes low is to get other agencies to help pay the cost of the many improvements we have made in the Borough. By continually monitoring and pursuing grant opportunities, we have been unusually successful in securing grants and other revenue for Avalon. A few examples are:
• $9.2 million in federal funds to reconstruct a seawall and $2.55 million from the State of New Jersey for the jetty in the north end of Avalon
• NJ Department of Transportation and Downtown Streetscape Improvement Grant in the amount of $340,000.
• $1.25 million from Green Acres in loans and grants to preserve open space, including an outright grant of $312,000.
• $400,000 to rebuild the boardwalk from 24th to 28th Streets and for the Skate Park and $650,000 for the 8th Street Recreation fields.
• $775,000 over 5 years in lease funds from four cellular wireless antennae atop the water tower at 39th Street.
QUALITY OF LIFE
Collaboration/ Inter-local Cooperation/ Partnerships
The projects that have brought about a rebirth of Avalon resulted from the collaborative efforts and superior working relationship with Borough Council, Borough staff, various civic and governmental boards and organizations and other municipalities and the state and federal government. I came to office 18 years ago with a vision to make Avalon not only an excellent shore community, but also the best municipality in the State for quality of living, responsible, and responsive government. I came from a family background of political and community service. My father served as the municipal solicitor and judge in Vineland, my hometown prior to moving to Avalon in 1977.
I learned from my dad the qualities of equity, compassion, and common sense and I have applied these qualities as an elected official in addressing the needs of our Borough in order to have it become the premier community that it is today. Furthermore, experience has taught me that the ability to listen is the first step in the ability to learn and to lead.
When I became Mayor in 1991, I arrived on the job with three principles:
• Develop relationships and coalitions with other governmental bodies so the power of one becomes the power of many. The ability to have accomplished so much over time is due to being always on the look out for partnerships — school, library, county, state, and federal agencies. In Avalon, we have been able to show others that what benefits them could also benefit us and vice versa. In fact, Avalon has over twenty inter-local service agreements with other public entities.
• Provide leadership to every aspect of Avalon’s government. I believe that leadership begins with great vision. No one climbs a mountain until and unless a leader describes what it’s like at the summit and challenges others to follow him.
• Identify talented people and motivate them to provide efficient and effective public service. My plan centered on three aspects of life in Avalon Borough: quality of life; improved public facilities safety and security; and fiscal responsibility.
Community Life
Family is the most important aspect of community life. Community leaders must understand the importance of taking stock of cultural, civic, and artistic assets of a community and utilize these assets for the benefits of our residents and visitors. As Mayor, I have responded to community requests and concerns about improving the quality of the school, promoting early childhood learning and adult continuing education, establishing a school/community library and historical museum, improving our beaches and other recreation facilities, and creating economic opportunities for our business community.
Safety and Security of Residents and Visitors
The safety and security of our residents and visitors has always been a high priority. Avalon Police vehicles are equipped with National Crime Information Center (NCIC) computers for warrant and motor vehicle inquiries and state of the art communication equipment. Police, fire and rescue vehicles are also equipped with Automated External Defibrillators. AEDs are also located in our public buildings such as Borough Hall, Public Works, the Community Center, the Elementary School and the Library. The Borough purchased an Alert 1630 AM Emergency Advisory Station with an $18,000 grant from FEMA. There is a standard 24-hour loop with information about local weather, public safety emergency broadcasts as well as special community events.
The Borough has also completed the FEMA Hazard Mitigation Plan and Certified Emergency Response Team (CERT) Program in conjunction with Cape May County and the New Jersey Office of Emergency Management. Through these and other flood mitigation initiatives Avalon property owners realize a 15% discount on their flood insurance due to the Borough’s compliance with federal regulations.
Avalon voters also approved a Length of Service Award Program (LOSAP), which has been successful in encouraging volunteers to join and remain part of the Avalon Volunteer Fire Department, of which I am also a member. I am currently directing the Borough’s attention to renovate and expand our aging and obsolete public safety building that houses our police, fire, rescue, emergency management and beach tag functions.
School/Community Library
Consider our ambitiously successful relationship between the Borough, the public school system, and the library.
In 2001, Avalon belonged to the county library system. It contributed $930,400 to the county to support the county system. In return, Avalon residents were able to use the county system in a county branch located in Avalon. The county’s main library branch was a great resource but residents had to travel to Cape May Court House to access their collection.
Meanwhile, our local elementary school was aging and its library was too small for real student research. After discussions with the school officials, a plan was researched and developed for the withdrawal of Avalon from the county library system; Avalon would build a community library, but locate it as part of the local school so students and the entire community would benefit from it. But our plan required the agreement of residents, through two specific public referenda, to make it happen. As Mayor, along with the school superintendent, I visited throughout the community to inform and educate our constituents that this plan was best for Avalon. Our school and community would get a new state of the art school/community library with over 20,000 volumes, computer lab, music and art room, and gymnasium, all for community use. The Avalon elementary school facility was designed in preparation for future partnerships with other neighboring communities.
My full vision came to fruition when the new $8 million School/Community Library, of which $1.6 million came from a state grant, opened its doors and Avalon library card holders were able to access thousands of books, modern computer and internet technology, videos, CDs, database collections, magazines, newspapers, distance learning resources, references and other educational resources. Today, Avalon’s library tax, set by law, has reached $1.7 million — property tax dollars that will fund a first class facility.
More than a Library…. A Center of “Intellectual Recreation”
I always envisioned the Avalon Community Library as a center of culture and intellectual recreation. As protectors of our heritage, I have encouraged the Avalon Museum and Historical Society to become a part of the library and physically integrate its collection into our library’s catalogue system. Were that to happen, collections, exhibits, photographs, artifacts, oral histories, and video histories would be on display in the library. We have legal rulings that define the scope of a library as more than just a collection of books. I envision our school/community library as a dynamic civic and cultural asset and attraction for families to visit while on vacation that will create positive memories of their common experience in Avalon.
In another example of relationship building and cooperation, I secured the agreement of Atlantic Cape Community College to offer noncredit continuing education courses at the library — imagine a college campus in Avalon in the spring of 2006!
In addition, I proposed at the time that Avalon could establish an expanded early childhood center. Our current arrangement with Miss Mary is limited to about 20 students due to the size constraints of the current location. Preschool is a key service to our working families and central to a quality education.
COMMUNITY DEVELOPMENT
Improved Community Facilities — Downtown Business District
With the help of Borough Council and our Planning Board, I set in motion an ambitious community development program to complete the downtown beautification and renovation project. Now residents can enjoy new landscaping, benches, lighting, and improved roadways. We are working on making Dune Drive a robust and successful retail center on 7-mile Island. Newly installed infrastructure, resurfaced streets, improved storm drains and modern traffic signs have vastly improved the appearance and safety of our business district.
The vision of mixed-use commercial and residential development along Dune Drive is becoming a reality with four major projects started with a combined value of approximately $25 million. These projects will further enhance Avalon’s rateable base while at the same time providing downtown pedestrians with a variety of upscale dining and retail shopping experiences for their enjoyment. And I think it’s already happening. The Borough has approved plans to develop an additional 12,500 sq. ft. of commercial space between Dune & Ocean Drives. These new businesses will attract additional shoppers and add to Avalon’s tax base. I have always believed that this targeted public investment in the community will pay off. I think Avalon will see a significant return on its targeted $7 million investment in terms of economic opportunity and social betterment, in addition to the benefit derived from the beautification of the downtown business district.
Veteran’s Plaza
I’m especially proud of our new Veteran’s Plaza at the 21st Street circle that will be completed by next summer. Continuing with the development pallet of the downtown district, this area is designed as a public space where we are looking to create an appropriate venue for our outdoor events and activities. The Plaza will have a nautical theme pavilion, along with water fountains, new benches, trees, lighting and landscaping. We have also decided to surround a venerable existing landmark granite memorial to America’s veterans with an amphitheater. The Plaza will beautify Avalon, honor veterans, and provide our residents with a gathering place. And as has been done with other projects, I applied for a $500,000 grant from the Department of Transportation to help pay for the $800,000 project.
Economic Development Advisory Committee
To attract new business to the community, I initiated the Economic Development Advisory Committee “EDAC.” My idea is simple: Promote Avalon as a place to enjoy quality living, start a business, shop, dine and recreate. As Mayor I charged this Committee with the mission of advising the Borough on economic growth and downtown revitalization projects.
Composed of business and civic leaders, the EDAC will endeavor to support existing businesses and attract new ones, increase tourism and commerce; improve parking and traffic, and build pedestrian-friendly shopping.
As one of the first activities of the group, I suggested the committee conduct a summer-long marketing study of residents and guests about what people like and want when they visit Avalon. One of the key findings validates something I have long believed — people love Avalon’s beaches. Our beaches are the highest-rated reason why people live in and visit Avalon. I have worked hard to get Avalon a fair share of federal and county dollars for beach replenishment and safety. Surveys also have confirmed a challenge that exists is the need for seasonal parking management, principally in the business district. The Borough Planning Board and the Borough Council authorized a parking survey and are implementing recommendations. The newly formed Economic Development Advisory Committee is working with the Avalon Chamber of Commerce to establish a trolley service to help keep downtown parking spaces open for business traffic. They are also working to arrange “shared parking agreements” with property and business owners to have guests and employees utilize public parking lots. We realize there is no one single solution to this challenge, and we are looking to develop a solution that is reasonable.
Avalon Brand and Reputation
As an elected official, I have worked hard to bring positive recognition to Avalon. Together with the community, we have received rewards for our remarkable achievements. Recently, New Jersey Planning Officials recognized the downtown project for its pedestrian friendly design.
Avalon has consistently received both private and public sector national and state recognition for innovative beach protection/improvement projects, quality of life, and property tax containment including the following:
• 2005 Best Shore Town Award from Philadelphia Style Magazine’s July/August edition
• 2005 New Jersey Planning Officials Award for Borough of Avalon’s Streetscape Improvement Program
• 2004 NOAA/NWS “Storm Ready Community Redesignation”
• Recognized by CBS News Eye on America for Hurricane Storm Preparedness 1998
• Seven time winner of the annual New Jersey Shore Quality Award
Rated as “Best Shore Town” by Philadelphia Style Magazine (July/August 2005), the magazine cited Avalon’s “clean beaches, nicely kept houses … restaurants, shopping, outdoor activities and gathering places — all quality of life issues that we continually strive to maintain and that garnered recognition of Avalon as a premier family community.
Finally, the Borough could not have achieved our past and present successes and accomplishments without the dedication and hard work of Borough Council, our staff and our many citizen volunteers and organizations who give time and talents to make the Borough of Avalon the best that it can possibly be.
As I look back over what has been accomplished and what still remains to be done, I am reminded of the Athenian Oath. In ancient Athens, the young men of the city, upon reaching the age of seventeen, took an oath affirming their commitment never to bring disgrace on the city; to strive to quicken the public’s sense of civic duty: and to leave the city, not less, but greater and more beautiful than it had been transmitted to them. I believe that this oath reflects the spirit of our efforts in Avalon today.
