Atlantic Currents Newsletter

Each quarter, AABA issues Atlantic Currents which covers business and community issues and events.

Marketing Atlantic

AABA's new marketing study, funded by Independence Community Foundation and implemented by Michael Berne of MJB Consulting, sees the Avenue's future in top-of-the-line merchandise, first-rate customer service and unified advertising. Mr. Berne points out that merchants need to organize (and think of) themselves as a unit for marketing purposes - to start thinking like a team.

The study, released in mid-June at a press conference, hosted by Downtown Atlantic restaurant, suggests that Atlantic Avenue market its own specific identity - the place to go for unique, stylish and eclectic goods -in order to develop a retail niche.   Merchants be encouraged to refer customers to other stores, share knowledge and expertise, and keep consistent hours.

First-rate customer service is critical for top-of-the-line merchandising.  Atlantic Avenue needs more, especially family-oriented, restaurants, bars and cafes to establish the corridor as a regional shopping strip.

Upscale merchandise helps offset the low level of pedestrian traffic east of Court and the high non-retail usage of Avenue storefronts. The surrounding neighborhoods, including an estimated 1,500 new residential units, offer a growing market for furniture, housewares, lighting, and fashionable adult and children's clothing.

Signage is essential. With visible and unique signage, motorists will see, and likely remember, the variety and distinctiveness of the shops here.

For more information on the study and AABA's funded signage initiative (with grants up to $500), contact Sandy Balboza at 718.852.7418. 

The Guiding Force

The new Fall 2007/Winter 2008 AABA Shopping Guide - produced by AABA and designed by Four Eyes Productions is now available! The redesigned guide is user-friendly with an easy-to-read color-coded map. The store directory and alphabetical index are also color coded. Photos show off the stylish and diverse shopping here.

AABA's shopping guide is an important tool for developing a unique identity for Atlantic Avenue. The guide will continue to be updated and 10,000 to 12,000 copies distributed twice a year at BAM, the Marriot Hotel, MetroTech, DUMBO, and shops along Atlantic Avenue, Smith and Court Streets.

A companion piece, AABA's Historic Walking Guide, is available at Circe Antiques, 377 Atlantic Avenue or click here to download a PDF version of the Walking Guide. (1.8MB, PDF)