Boonton Means Business

Interview with Natalie Spingold

A meander down Main Street boasts a burgeoning arts scene as evidenced in the numerous galleries that call Boonton home. There’s a slew of specialty shops that cater to nostalgia, and all matters related to self-care or self-expression can be found in hair, nail, and tattoo studios.

A former antiques mecca, the town of Boonton has blossomed into an engaging and expansive community that the owner of Hidden Track Records describes as “welcoming and artistic.”

On the cusp of the holiday season, when small businesses often provide whimsical alternatives to traditional retailers, we flagged down the powerhouse igniting the hustle and bustle on Main Street.

Meet Natalie Spingold, executive director of Boonton Main Street. She heads the volunteer-driven nonprofit behind-the-scenes street team creating exciting events such as Brewfest, the Farmer’s Market, and First Friday.

The mighty team of eight casts a wide net across town in the name of small business livelihood.

Spingold, a Kinnelon native, scoped out Boonton specifically for its small-town charm, accessibility, and “funky vibe” that brings her back to her previous residence in Newport, Rhode Island.

In throwing a shoutout and suggested slogan to Boonton, Spingold christened her adopted town as the “hidden gem of Morris County.”

So, is Boonton the new Hollywood? In the past few months alone, we’ve witnessed a lot of lights, camera, and action here. Is Boonton Main Street (BMS) involved at all?

That’s definitely the town, but it’s been phenomenal. The town has a relationship with the Movie Alliance of New Jersey, and they like the historic element of Boonton. And it’s not just movies. There’s been some shows filmed.

What do you think distinguishes Boonton from other New Jersey towns? What is its flavor?

The quaintness, the history, the accessibility. I also love that we have hiking and nature in our backyards. But what really makes Boonton so unique is the diversity. We have our anchors: businesses that have been here a long time and have invested in their properties, and then we have new businesses opening up.

How does BMS differ from a Business Improvement District (BID) or a Special Improvement District (SID)

BMS is more of a partnership and is a complete volunteer effort on behalf of community members. There are no memberships or fees, but we promote businesses and collaborate with them for events.

How and why did you first become involved in Boonton Main Street?

I started as a volunteer a few years ago, but I’ve always been interested in Main Street and how it builds a community. It really becomes the anchor to a small town as well as its heartbeat. My full-time job in wholesale and retail speaks to this in terms of working with robust retailers that make Main Street thrive.

In addition to the eight board members, how many other volunteers do you have?

There’s a rotating door of them, but including us there’s about 18.

Do you collaborate often with the actual town of Boonton?

We meet with them every week, but we are separate from them. For example, the town has its own events like the scarecrow contest, and then we have events that are unique to us, like First Friday. But the end goal of all partnerships is to work toward creating a better Boonton.

What is a First Friday?

Just as it sounds. The first Friday of the month we close down Main Street in the evening for pedestrian traffic and the businesses who participate have their doors open, and there’s also family activities going on.

What are some of the biggest accomplishments of BMS?

The farmer’s market has been phenomenal this year. It’s doubled in size, and people are coming in from neighboring towns. And then there’s Brewfest, which is our largest fundraiser of the year, and that always draws a following. We’re also working on a Canal Side Park beautification program in terms of removing invasive species and putting in native plants. A lot of volunteers from the businesses help out with that. And there’s also the planter program in which we install 50 ball plants along Main Street.

How does BMS approach the holidays?

In November, we bring out classic wooden decorations, and we also partner with the high school and get the students involved in painting a few store fronts in holiday themes. Then the town does their tree lighting in the beginning of December.

With a new year on the horizon, does BMS have any specific goals in mind?

We want to continue building on our vision for Main Street, highlighting the shopping, and also focus on our Canal Side Park project. It’s always an added benefit to having another beautiful park here in town.

What is Boonton’s claim to fame or “wow” moment?

Boonton was well-known in the ’50s and ’60s for Boontonware, which were dishes made from melamine plastic. The Boonton Molding Company that manufactured them was located here on Myrtle Avenue. They’re a collector’s item now, and the historical society actually has a collection of them.

Photographs courtesy of Boonton Main Street