One of the preeminent events on the New Jersey calendar registered pre-pandemic level attendance. That occasion, the 2024 New Jersey State League of Municipalities 109th Annual Conference, took place Nov. 19-21 in Atlantic City.

While the event itself is centered at the Atlantic City Convention Center, the festivities take place all around Atlantic City, with the party circuit – which is not organized by or affiliated with the League – featuring events organized by businesses, organizations, politicians and other various individuals/entities. That offers ample opportunity for networking, raising your profile and everything in between.

The party circuit also offers the opportunity to witness unlikely interactions between New Jersey leaders and power players.

This year’s event had added buzz, serving as the de facto kickoff to the 2025 gubernatorial election, with evidence of that race on full display.

The conference brings together local government officials and businesses from a number of different sectors, state lawmakers and leaders, and other stakeholders, featuring an exhibit hall, workshops and learning opportunities, panel discussions, networking opportunities and much more.

“We’re very pleased,” League Executive Director Michael Cerra said assessing the event. “This is the largest event we’ve had since COVID. It harkens back to 2017, 2018 and 2019 in terms of numbers. Our registrations were up. We have to audit our own numbers – but we are probably just short of 17,000. I know the hotel bookings were up by a significant amount. We had a whole load of sessions – probably more sessions than we’ve ever had.”

When NJBIZ spoke to Cerra after the 2023 event, he described it as a return to normal from the pandemic. This year, the latest iteration built on that and took the next step forward. “Last year, our numbers were an increase over the two previous post-COVID years – but had not gotten into the pre-COVID-type numbers,” Cerra explained. “We got into the pre-COVID numbers this year.”

He said the jump could be attributed to natural growth – as well as it being the conference before the gubernatorial election.

Capturing the buzz

To capture the gubernatorial buzz, NJLM and NJPBS partnered on a forum moderated by NJ Spotlight News Senior Political Correspondent David Cruz that featured several of the declared candidates.

And of course, while the entire conference had that theme of looking forward to the 2025 race, it also came on the heels of the recent consequential presidential election. “The overall buzz was about that – post-presidential election and kind of what happened there,” Cerra explained. “And looking forward, what’s going to happen, what’s next? Where’s New Jersey at?

Cerra spoke about the effort required to put on an event such as this. “It really is a year-long process. The morning after – we were back in for meetings with our vendors at the Convention Center to debrief,” he said, noting an analysis of what worked and what did not. “I’ll be in touch with the properties shortly to go over contracts for next year. Our bread-and-butter is the 125 programs approximately that we run and the 75 more that our affiliates run for continuing education credits; identifying what topics are relevant, what areas need to be addressed and coordinating that with the accrediting agencies.”

“And not to mention, 1,100 exhibit booths,” Cerra added. “We sold out over the summer. We sold out the earliest in recent memory. We had a waiting list. There was demand this year.”

Among the issues that seemed to resonate with attendees, Cerra named technology, as well as the Open Public Records Act, and affordable housing as three topics that received a lot of attention.

“Dealing with cybersecurity for local governments and artificial intelligence,” he said, stressing that those are issues all public institutions are dealing with. “Your best line of defense is your staff – so getting your staff up to recognize what a phishing email is and try to avoid ransomware. How do you utilize artificial intelligence? Public works departments are beginning to use artificial intelligence to determine when they are going to need to deal with potholes and maintenance issues. Also, the big picture ethics issues about artificial intelligence – how do you use it in your day-to-day operations?”

The sessions and panels featured insights and discussions on a number of critical topics. The conference features an annual legislative panel with Republican and Democratic leaders from each chamber, which offers an opportunity for municipalities to hear about the perspective and agenda from Trenton – while bringing their questions and concerns directly to the state leaders.

A conference first: career fair

Cerra also noted that for the first time this year, NJLM held a career fair – working with the Department of Community Affairs and other state agencies and affiliates.

“This was the first annual – because I think it something that we are going to continue to do,” said Cerra. “We’re hearing – and DCA took a leadership on this and kudos to Commissioner [Jacquelyn] Suárez for being our partner on this because she sees it too – there’s a brain drain going on in the public sector. People talk about the teacher shortage – but there is a public sector shortage. And as people retire and leave public service, it’s getting harder and harder to recruit and retain the next generation workforce.”

He stressed that those efforts need to continue because it is a real problem and challenge.

“We need municipal clerks. We need finance officers. We need code officials,” Cerra continued. “We have to start reaching out to, particularly, younger workers – but workers across the board so they see that public service is a career. And you can make a good living and a good career.”

We have to start reaching out to, particularly, younger workers – but workers across the board so they see that public service is a career.
– Michael Cerra, New Jersey State League of Municipalities executive director

As for any early assessments from this year’s conference or plans on the horizon, Cerra said that the post-mortem process is still underway. “We introduced some new concepts. We want to continue that going forward,” said Cerra. “Is there an opportunity to grow – is there an opportunity to expand, to benefit the region? That’s what we have to look at right now. If some of the changes we implemented this year – and the success stories that we have from this one – can continue for next year, I’ll be a very happy man one year from now.”

Governor’s keynote

On the final day of the conference, Gov. Phil Murphy delivered the keynote address at the annual League Delegates Luncheon where late U.S. Reps. Bill Pascrell Jr. and Donald Payne Jr. were honored posthumously with Public Sector Career Recognition Awards; while William Kearns, NJLM general counsel, Helmer, Conley & Kasselman, was recognized with the Distinguished Public Service Award.

Great to be back for another @NJ_League of Municipalities Conference – working together to ensure that New Jersey remains the best place, anywhere in America, to raise a family.

We are proud to work alongside our municipal leaders to put the needs of our communities first. pic.twitter.com/azCAss2DqW

— Governor Phil Murphy (@GovMurphy) November 21, 2024

“I understand that this year’s conference is the League’s largest conference since 2018,” said Murphy. “So, Bill [Chegwidden, NJLM president and Wharton Borough mayor] I want to congratulate you, as well as my friend – and the League’s executive director – Mike Cerra, and your entire team on generating a ton of buzz in the world of municipal government.”

Murphy congratulated all of the award winners who were recognized at the conference and gave a special shoutout to the two late congressmen.

“But, while I have the podium, I do want to mention two award winners who are – sadly – not with us today: Congressman Bill Pascrell and Congressman Donald Payne Jr., two New Jersey legends who passed away earlier this year,” said Murphy. “Both Bill and Don dedicated their entire lives to support our state’s families not just in North Jersey, which they represented in Congress, but in every one of our 564 municipalities. And in my view, the most meaningful way we can honor their legacies is by continuing to work together – at the federal, state and local level – to ensure that New Jersey remains the best place, anywhere in America, to raise a family.”

The governor said his administration plans to run through the tape over his final year-plus in office before his second and final term finishes – and that the administration plans to continue supporting the municipal leaders in serving New Jersey’s families.

He ticked through issues and initiatives like property tax relief, affordable housing, shared services, public education funding, fiscal responsibility, pension payments, strengthening the economy and more.

‘Laser-focused’ on leading the way

As Murphy closed out his remarks, he came to the topic of innovation, which he said is a concept central to not only the state’s economy but also its identity. “The fact is: the strength of our state has always been rooted in the talent and ingenuity of our people,” said Murphy. “And for that very same reason, our administration has been laser-focused on positioning New Jersey to lead the way in the cutting-edge industries of tomorrow – from life sciences to clean energy to generative artificial intelligence.

“And our state’s growing leadership in these emerging industries has a direct impact on all of your communities,” Murphy continued. “Because we have the potential to create a new generation of job opportunities, for our students, and workers while also re-shaping the way the public interacts with their local government.”

He said to look no further than the aforementioned first-ever career fair.

“Now, Mike tells me that a goal for this year’s career fair is encouraging young New Jerseyans to pursue a career in government, which is crucially important, considering the growing shortage of public sector workers,” said Murphy. “And this is a shortage that presents a major challenge when it comes to serving the needs of our neighbors – both conveniently and affordably.”

With that challenge in mind, the governor said his administration is leaning into technology – particularly AI – as part of a new approach for improving the delivery of public services to New Jerseyans. Under the watch of the state’s first-ever Chief AI Strategist Beth Noveck, those efforts have included harnessing generative AI to help municipal leaders address community needs and providing AI training to nearly 10,000 public sector professionals.

“And with these new, state-of-the-art tools our state’s public sector workers are learning how to provide the best possible service to the people of New Jersey – more easily and more efficiently,” said Murphy. “And as part of this ongoing effort, this afternoon, I am thrilled to report that we are launching a new website, in partnership with InnovateUS and the League of Municipalities that offers personalized, AI training to any public sector worker – entirely free of charge.”

That website is innovate-us.org/NJ.

Murphy said that his administration has always believed that the state not only has an opportunity in emerging innovation realms to plant New Jersey’s flag – but a responsibility, as well.

“Because together we can lead the world in demonstrating how these new tools can help create new opportunities for our families – instead of displacing them,” the governor said. “We can work together to renew and strengthen trust in local government, instead of fueling a crisis of distrust and cynicism. And more than anything, we can seize our state’s growing leadership in the industries of tomorrow to build a stronger and fairer economy for every New Jerseyan.”

He closed his speech by nodding to his final year in office.

“So, during our final year of partnership, I am eager to continue working with each one of you to lower costs, create new opportunities in every community, and help every New Jerseyan find their place in the economy of tomorrow,” said Murphy.

AC delivers

“New Jersey League of municipalities was a major city-wide event for Atlantic City. The event was held at the Atlantic City Convention Center utilizing 300,000 square feet of exhibit space, held education sessions throughout the convention center and off-site events throughout the destination,” Gary Musich, president and CEO of Visit Atlantic City, told NJBIZ. “The event drew 18,000 attendees from across the state and exhibiting companies from around the country. Those attendees and exhibitors occupied 9,000 rooms in the city and generated an economic impact to Atlantic City and New Jersey of $14 million.”

“The New Jersey League of Municipalities once again bet on the Great City of Atlantic City to host their annual conference and the City of Atlantic City once again delivered. We appreciate the New Jersey League of Municipalities selecting Atlantic City each year and are always grateful for of the economic boost that comes with this premier networking event, as our casinos, hotels and fine establishments were all extra vibrant and full of patrons throughout the week who got to experience all Atlantic City has to offer,” Atlantic City Mayor Marty Small Sr. told NJBIZ.

Editor’s note: This story, which originally appeared in the Dec. 9, 2024, issue of NJBIZ, was updated online at 8:07 a.m. Dec. 9 with statements from Gary Musich and Marty Small Sr.