The basics:

• Newark Alliance merges with Newark Downtown District, Greater Newark Convention and Visitors Bureau
• Focus areas include safety, tourism, business and big challenges
• Expanded board and leadership team will guide strategic vision
• Partnership aims to attract investment, improve downtown, boost equity

In an effort to streamline economic development and key initiatives in the Brick City, three Newark organizations will come together under one unified vision.

Mayor Ras Baraka announced July 8 that the Newark Downtown District and the Greater Newark Convention and Visitors Bureau are uniting under the Newark Alliance. The Newark City Council unanimously approved the move in January.

“As we continue to rise in national prominence for living, working, visiting and investment, the City of Newark is combining our efforts toward being a global destination into one unified vision, under one roof,” said Baraka.

Officials say the combination will focus on four key areas:

1. Keeping downtown clean, safe and vibrant
2. Attracting visitors, residents and corporations
3. Supporting businesses — from home-grown to global ones
4. Leading strategic initiatives that tackle Newark’s biggest challenges, such as health care access and affordability

Increasing accountability

“This strategic alignment will increase accountability and allow us to achieve a wide spectrum of shared goals in this time of incredible growth, momentum, and opportunity,” said Baraka.

“Since day one of my administration, we’ve recognized Newark as a key engine of New Jersey’s economic growth,” said Gov. Phil Murphy. “I’m delighted to see these three groups come together and work toward a common goal to benefit this great city.”

“This is a bold and historic move which will strengthen Newark’s economy, create a more vibrant downtown for residents and increase accountability for the city,” said Todd Rufo, economic development lead at Bloomberg Associates, which partnered with Newark to make recommendations.

As part of the changes, Newark Alliance will:

• Expand its executive team to focus on those four key areas
• Have an expanded, 15-person Governing Board
  • Including the former board chairs for NDD and GNCVB, along with City Council President C. Lawrence Crump and City Business Administrator Eric Pennington
• Enable improved downtown district management and development
• Allow for greater scale in executing public improvements, community engagement, events and activations
• Partner with the City of Newark as well as Invest Newark, which works closely with the Alliance to advance inclusive growth and equitable development, and other key partners
• Provide aligned visitor, resident and corporate attractions in Newark
• Strengthen the ability to meet local challenges, such as ending chronic homelessness and more

Key executives will also take on new roles as part of the transition, including:

• Evan Weiss, CEO of Newark Alliance, which he has led since 2021, will also serve as CEO of NDD
• Alexandra Snape-Rogers, chief operating officer
• Kate Klinger chief systems transformation officer
• Ashley Mays chief marketing officer of Newark Alliance, president of Newark Happening – the city’s destination marketing function
• Susan McKay chief district management officer
• Jorge Santos chief real estate and investments officer

“This consolidation will have a meaningful impact on our community’s future growth, contributing mightily to business attraction, downtown development, Newark’s brand,” said Weiss. “I’m thrilled we are bringing such a talented team together under one banner to help shape Newark’s next chapter.”

“This change speaks to Newark’s thoughtful and strategic approach to ensure long-term vitality for all,” said Marcus Randolph, president and CEO of Invest Newark, the city’s economic development agency.

Rufo added, “Opportunities to do a big strategic shift like this come once a generation, but Newark met the moment with a visionary mayor, dedicate public and private partners, and a talented leadership team to make it happen.”