AMHERST — A yellow, black and orange sign installed on the sidewalk in front of a strip of businesses on North Pleasant Street directs pedestrians to cross the street to avoid approaching the ongoing construction at the former Amherst Carriage Shops site.
But since this sign was placed in front of the ramp and stairs next to Vici Hair Studio and Beauty Bar, at 189 North Pleasant St., shops immediately north of the salon are seeing less foot traffic, and presumably fewer customers.
Cathie Walz, owner of The Blue Marble Gifts, 191 North Pleasant St., said she became aware of the issue on a sunny and mild October weekend day when numerous families visiting the University of Massachusetts and the local colleges were not making it past her shop.
“Our observation was a large number of people got to the sign, turned and crossed the street,” Walz said.
With holiday shopping season commencing Friday, the detour sign remains up, though appeals to the Amherst Business Improvement District have amended the sign to include a second sign noting that businesses beyond Vici, which also include The Toy Box, 201 North Pleasant St., and Amherst Optical Shoppe, 195 North Pleasant St., are open.
Amherst BID Executive Director Sara la Cour said she was made aware of the situation and encouraged Archipelago Investments, LLC, which is overseeing the conversion of the Amherst Carriage Shops into the mixed-use One East Pleasant, to add the second sign. La Cour said she hopes this will mitigate the issues.
Walz isn’t certain this will work.
“They did make an effort to fix the problem, but it really isn’t enough. Traffic is still being rerouted,” Walz said.
Walz says Town Hall is at fault, observing that she requested several times that a temporary crosswalk be installed at the northern end of the strip of stores, closer to the construction area and where a second set of stairs bring pedestrians to street level.
“I really think Town Hall dropped the ball,” Walz said. “I don’t understand why it would take weeks to investigate whether or not this can be done.”
Town Manager Paul Bockelman said Tuesday that a more permanent solution will depend on Building Commissioner Robert Morra determining whether a sidewalk can continue past the construction zone and keep people safe.
Liz Rosenberg, owner of the Toy Box, agreed with Walz that there could have been a way to create a temporary crosswalk at the staircase in front of her business. If that couldn’t be achieved safely, then continuing a sidewalk along the road would have been sensible.
“It wasn’t very well thought out,” Rosenberg said.
Rosenberg said she can’t quantify the impact on her store, observing that the holiday season is always one of the best.
“It certainly doesn’t help matters at this time of year,” Rosenberg said. “Anything that inhibits the ease of being a pedestrian hurts local businesses.”
Walz said she is trying to attract customers through a sandwich board sign on the street, which advertises specials, and hopes a bold window decoration will draw the eyes of passers-by.
Lack of communication from town officials has been a long-standing sore point for business owners.
“Each step of the way needs to be communicated,” Rosenberg said. “I haven’t been asked, I haven’t been told anything.”
The week-long demolition of the Amherst Carriage Shops, and continued excavation of the site, has shook her store, Rosenberg said, and work inside the neighboring retail spot, which will be home for the future Lili’s Chinese restaurant, has also affected The Toy Box.
Walz said it is fortunate that many area residents already are familiar with her store.
“I can’t expect that my business can only be supported by locals who already know we’re here,” Walz said. “It’s disheartening Town Hall doesn’t take these issues more seriously.”
Scott Merzbach can be reached at smerzbach@gazettenet.com.
