Discover Middletown

Program Invites New Residents To Explore Downtown

by Christine Schilke, Communications & Strategy Director, Connecticut Main Street Center

Middletown’s already bustling downtown is about to get a fresh infusion of visitors thanks to an enticing amenity from the developers of a new $100 million, 486-unit luxury apartment and townhouse community.

Springside Middletown, a sprawling new campus-style development featuring a pickleball court, walking trails, and community center with co-worker space situated on 48-acres near the Cromwell line, recently celebrated reaching the halfway point of its construction. The project was originally conceived by Landmark Developer Glen Russo who owned the site and entered a tax stabilization agreement with the city before transferring the agreement to current developers Newfield Residential Partners, a joint venture of PB Ventures and Harbor Group International. With its mix of housing styles and many amenities, Springside is expected to attract younger renters as well as older people looking to downsize while remaining in Middletown. It’s estimated that when completed, the development will have a $55 million economic impact on the city and generate about $1.5 billion over the life of the project.

While the scale of the housing complex and its economic impact is impressive on its own, what’s equally eye-catching is the developer’s “Discover Middletown” program through which the developers will purchase $100,000 worth of Downtown Business District gift cards. Although Springside Middletown is outside walking distance of the downtown, the developers felt it was important to support small local proprietors, according to Landmark Investment Group project liaison Alan Marshall. New tenants will receive luxury welcome baskets featuring a $250 downtown gift card, along with chocolates, local maps, champagne, and other items.

The gift cards are valid at over 90 downtown restaurants, shops and venues, as well as parking meters. To date, the developers have already purchased $58,000 in gift cards from the Middletown Downtown Business District, with plans to purchase the rest of the $100,000 by the project’s completion.

Middletown’s robust downtown gift card program is administered by the Middletown Downtown Business District, a special services taxing district that promotes the district and works cooperatively with municipal leaders and the Middlesex County Chamber of Commerce.

DBD Coordinator Sandra Russo-Driska said when approached by Mr. Russo (who is not related) about administering the gift cards, she told him, “If you’re asking if we can do this, the answer is absolutely!”

While it’s too soon to know the impact of the development’s Discover Middletown program on the downtown’s merchants, both the DBD and the city are in favor of the endeavor. “The downtown is the heart of the city. If it’s flourishing, everything else flourishes,” said Ms. Russo-Driska. Christine Marques, Director of Economic and Community Development, agreed, saying it’s a “great program to get people downtown and frequenting the businesses.”

As a resource for downtowns and main streets across the state, we at Connecticut Main Street Center are happy to see such a unique public-private investment, an initiative that can be easily replicated in other municipalities. It’s a terrific example of how developers can support a thriving downtown, offering a generous incentive for tenants to enjoy the local area while also bolstering the restaurants and shops that make the city a draw. As Ms. Marques says, “We’re all excited. It’s going to bring people to the downtown and new homes to the area.”

Does your downtown have a gift card program? Middletown DBD, a Connecticut Main Street Center member community, was the featured presenter for a CMSC webinar on how main street organizations can administer a successful gift card program. View the webinar or visit CMSC’s website for more information.