Name: S. Rick Liftig
Age: 55
Occupation: Dentist
Position: President, Elmwood Business Association
Birthplace: New Britain
Why does an area like Elmwood in West Hartford do well in tough economic times when other areas can’t seem to see a revitalization?
If we can figure this out and market it, we can retire. But truthfully, Elmwood has a unique mix of stores and restaurants that are destinations. Jerry’s Artarama is the largest art store in the region. Tapas Restaurant has drawn diners for years because of their fresh fare. The Chalkboard provides a resource that teachers cannot easily find. Almost all the businesses are locally owned — there is a connection to the community and a sense of permanence here.
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In your online newsletter, you say Elmwood’s turnaround has many lessons to teach the country. What are those lessons?
In much of the country, government pays little or no attention to the small business owner. Yet, they’ll bend over backwards for a national retailer, extending tax breaks, infrastructure improvements, etc. This is totally backwards. National retailers have no allegiance to a community. We are just another cell in their spreadsheets.
West Hartford’s town staff has worked closely with the businesses of Elmwood. As each business (redevelopment) opportunity arose, the town’s business development officer was on board to nudge the owner to improve and create a more attractive property. Coincidentally, state government representatives were able to get DOT funding for traffic calming and curb-cut controls in order to ‘tame’ New Britain Avenue.
As small business owners, we have an incredible ability to shape our community because we are economically vested in it. We have the freedom to spend our profits as we wish. And, since many of us are in very visible locations we set the tone for the rest of our community.
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You’re an advocate of West Hartford Police Department’s Community Interaction Team. A strong police presence doesn’t guarantee business success. How are they different?
If you don’t feel safe on the streets, you don’t have a community. The CIT has established an incredible track record because they have had the freedom to do what officers are trained for — know the community and be on patrol to intercept criminals as soon as possible.
But it’s not just policing that makes you feel safe. George Kelling’s theory of the broken window (Kelling was the catalyst behind removing graffiti from New York’s Subway system in the 1980’s) plays a big part. Graffiti, litter, broken windows and peeling paint affect your subconscious. Even if you are physically safe, there can be visual cues that tell you to watch your back. West Hartford is a clean and attractive town. The graffiti doesn’t stay in place for long.
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Also, why does a medical professional like you get involved?
I crave news and I love to know what’s going on. Then, if I can put two people together and help them to improve the community, all the better. The last ten years have shown me how little nudges can take an at-risk community and turn it around. I love walking down the streets of Elmwood and just hanging out there. It truly is great to be a part of it and part of its renaissance.
