by DAVID CRUZ

Editor’s Note: The Norwood News has brought back Business Beat, a feature spotlighting business-related stories with the captain of the industry in mind. If you have a business-related story idea, please call (718) 324-4998 or email the Editor-in-Chief, David Cruz, at dcruz@norwoodnews.org.

In the eclectic tailspin of Jerome Avenue and Gun Hill Road, where the rumble of the elevated 4 subway mixes with sounds of foot traffic, shopping bags and cash registers, an economic force has spent years fine-tuning the shopping strip. Behind it is a Jamaican-born businesswoman who sought the American dream.

She’s Marcia Cameron, executive director of the Jerome-Gun Hill Business Improvement District (JGHBID), having settled into the job since July of last year after serving as director of the Bronx Women’s Resource Center. Her latest mission: to drive up the local economy for the BID, an L-shaped corridor in Norwood. It begins at Jerome Avenue and Mosholu Parkway before cutting right onto Gun Hill Road, a main thoroughfare that’s home to a hodgepodge of diverse restaurants, clothiers and cute flower shops.

For Cameron, the BID serves as a 24/7 promotional rollercoaster, intended to “drive foot traffic to the businesses in the district.” It’s no wonder the BID has relied heavily on Montefiore Medical Center, the neighborhood hospital abutting the BID. The hospital is viewed as a potential economic boon for merchants, given Montefiore’s 20,000 staffers and number of daily visitors who stop by. Cameron, ever the numbers person (she’s a Sudoku fanatic), sees this as an opportunity to help increase sales by instituting a Montefiore Associate Discount Program, offering reduced prices to staffers.

“I’ve actually to my surprise hear people say ‘I’m a Montefiore employee. Where’s my discount!’” recalled Cameron. “I was like, ‘Yes!’”

Business owners can also rely on the BID’s mass emails, alerting 1600 community organizations and leaders to spread word of a new store opening, or a promotional gimmick. The latest looks to bank on Valentine’s Day, a major retail holiday that shoots up business following the holiday rush. Patrons who spend $25 in select stores qualify to take part in the raffle contest, where prizes include gift cards, free breakfast or a dinner voucher for two.

Promoting the BID
Cameron certainly has a full plate these days, juggling all her tasks with what appears to be some kind of internal

balance. But even as she doubles as deputy director for the Mosholu Preservation Corporation, pursues a master’s degree in accounting/finance, and attends Coro New York business training, Cameron’s priority remains the BID. As far as she’s concerned, the agency functions as the prime motivator to spread word on the 228 restaurants, drugstores and big chains canvassing the BID. “We are their cheerleader, we’re here to promote their district,” said Cameron, a soft-spoken Bronxite who arrived to the states nearly 20 years ago, after being raised by her grandmother in Portland, Jamaica.

Cameron’s also the BID’s protector. Her role often involves rooting out unlicensed street vendors who compete with brick and mortar merchants, subsequently threatening the BID’s business interest. Cameron serves as the eyes and ears of the area, calling the 52nd Precinct to weed out unwelcome vendors. Though licensed vendors pepper the area, their presence does raise the potential for rent-paying merchants to close their shop for good.

Spreading the Message
The BID’s responsibilities mirror the other nine BIDs scattered throughout the Bronx. And with an economic upswing taking shape in the Bronx in recent years, more BIDs have cropped up, with the Westchester Square BID being the latest to form.

On top of sanitation and graffiti removal services, JGHBID also boasts an aggressive marketing campaign for its merchants. For the past 12 years, the BID has hosted the Fall Festival, a September venue Cameron considers “a great opportunity for the merchants to engage the community.” “We provide entertainment and sponsorships. And our merchants come out on the streets. They all promote their services,” she said.

The BIDs have their own cheerleader—the city’s Small Business Services, the agency that carries out each respective BID’s message while also functioning as a liaison between BIDs and city agencies.

JGHBID is certainly not the newest kid on the block. Formed 17 years ago after a lengthy process, the BID was signed into law by then Mayor Rudy Giuliani. All BIDs are required to be legally established since its operating costs come in the form of an assessment, a special tax that’s agreed upon by the property owners who are likely to pass the cost on to businessowners in the form of rent. The BIDs finances add up to $259,000, earmarked towards amenities that clean up the business stretch while spreading word on the BID through advertisement.

Character Building
Each BID tends to have a unique character, whether it’s basing the economic strip around a major venue (the 161st Street BID’s success is arguably driven by foot traffic from Yankee Stadium) or even a major thoroughfare (the Fordham BID is settled along Fordham Road). For Cameron, finding the BID’s identity is on her list of challenges.

“When you say you’re going to the Square, everyone knows you’re going to Westchester Square. When you say you’re going to Fordham, you know you’re going to the Fordham BID,” said Cameron. “I think it’s about having that identity where it’s just a one-word phrase where you’re going to shop. And to do such a good job where people come, they shop, they take advantage of all the services in this community.”

Businesses wishing to learn more about the JGHBID can call (718) 324-4946.