New Haven Independent

After Delays, New Deli Leads the Way

by Thomas MacMillan | June 9, 2008 3:16 PM | Permalink | Comments (21)

Emily Ferraro hopes that homemade roast beef will attract customers to her family’s new deli. Thea Buxbaum, a local developer, hopes that the deli will attract more businesses to complete a long-delayed Westville revitalization project.

Amelia’s Gourmet Deli, near the corner of West Rock and Whalley Avenue and across from Edgewood Park, had its first day of business on Saturday. The Ferraro family was hard at work on opening day, cooking up homestyle fare like their own roast beef and made-from-scratch manicotti. The family plans to run a traditional neighborhood deli, with a personal touch.

Amelia’s is the first new business to open in the recently completed ArLoW buildings, a project founded by Westville activist Thea Buxbaum. ArLoW (Artists Lofts Westville) is a public/private project that provides housing for artists and musicians along with retail space for businesses.

Current economic conditions are making potential business skittish about moving in. Buxbaum said she is confident that Amelia’s Deli will be successful and encourage other businesses to occupy the empty storefronts flanking the deli.

Deli Debut

“Where’s the marinara sauce?” Jeannie Ferraro called out to her daughter, Emily Ferraro. It was shortly past 9 a.m., and Jeannie was finishing up her manicotti (pictured). The roast was already in the oven. Sausages and bell peppers simmered in a big pot on the stove.

Amelia’s Gourmet Deli offers a variety of hot and cold prepared foods, like pasta salads, lasagna, and chicken cutlets. They also have meat and cheese cases and they serve sandwiches, chips, drinks, cookies, canolis and other Italian desserts.

Bustling around the brand-new kitchen in the back of the deli, Jeannie explained that her manicotti was prepared from scratch. Even the noodles were made from her own batter, one-by-one. The extra preparation time is worth it when you taste the food, said Jeannie. “I want this to taste like it came from home.”

“We’re making everything as homemade as possible,” said Emily, busy finding the proper ratio of fruit to yogurt for the deli’s parfaits. “Almost nothing comes out of a box.”

The Ferraro family has been working for months to get the store ready, enlisting relatives to help with building, painting, electrical work, and publicity. “It’s definitely a family affair,” said Emily.

Running a deli is a new experience for Emily, a professional hairdresser, and Jeannie, who has worked as a nurse’s aide for her entire adult life. Jeannie said that she has worked as a caterer, but her cooking skills come primarily from having raised four children. Sal, Jeannie’s husband, contributes his expertise as a longtime butcher.

The Ferraros have big plans for their new deli. They’d like to offer fresh local produce in cooperation with the Edgewood Park Farmers’ Market, right across the street on Sundays. They plan to have fair trade, organic coffee and to start serving breakfast in the near future.

Amelia’s Deli is flanked by two empty storefronts, another small one in the same building and a large restaurant-ready space in the building on the corner. “I would love to have neighbors,” Jeannie said. “I’d feel safer about being open later… but the economy’s bad.”

Jeannie understands how people might think twice about starting a business in the current economy. If they hadn’t started putting together the deli project during rosier economic times, the Ferraros might not have started it at all. “If this idea came to us now, it would stay an idea,” said Jeannie.

Nevertheless, Jeannie is confident that they made the right choice, partly because she’s taken with Westville. “The people are so nice!” she exclaimed. “We thought it might be a nice neighborhood, and we were right.”

Development Delays

While Jeannie and Emily were preparing to open shop, Thea Buxbaum was barefoot in her backyard a block away, explaining the history of her Westville development project.

Buxbaum is the founder of ArLoW, an organization created to provide housing for artists (including rent-controlled units) and space for retailers in Westville. The project is a nonprofit/private enterprise partnership that draws funding from the state and from investors.

To add to their existing sites in the neighborhood, ArLoW built the two residential/retail buildings at the corner of West Rock and Whalley, one of which now houses Amelia’s Gourmet Deli. The other building (pictured), on the corner, is designed to accommodate a restaurant, with big glass windows and kitchen-ready gas and ventilation systems.

Delays in the project’s construction led to missed opportunities, explained Buxbaum. Now she’s having trouble finding businesses to move into the two empty spots.

Ground was broken on the buildings four years ago. Construction “shouldn’t have taken more than 12 months,” Buxbaum said. But the project was delayed for “a million reasons,” including a stall in state funding that led to a cash flow crisis, and the removal of the contractor for “not building it out to the contract specifications.” Ultimately the buildings were completed about three years late.

(More about the construction and delays here, here, and here.)

If the project had been completed on time, said Buxbaum, new enterprises could have taken advantage of what was then a stronger economy. “Three years ago businesses would have had a chance to establish themselves and then weather the downturn,” she said.

Which isn’t to say that it’s impossible to open a successful business now, added Buxbaum. “The opportunities are still pretty exciting.” The buildings have several assets that should attract new enterprises, including newness, location, and neighborhood excitement.

“The cost of operating in a newly constructed space is going to be lower than in an older site,” said Buxbaum.

Plus, there’s the buildings’ high-visibility location, across from the Edgewood Park Farmers’ Market and near the juncture of two busy state highways. Every day, 26,000 cars pass by the corner of West Rock and Whalley, each way, according to Buxbaum.

“People are desperate to be able to walk to get their dinner and to take care of all their food needs in downtown Westville,” Buxbaum said.

“This new business is going to be the anchor to demonstrate the opportunity,” she said. The slow economy won’t stop development, she added. “It’s just going to take a little longer.”

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Comments

Posted by: Nan Bartow | June 9, 2008 4:01 PM

Emily and Jeannie, keep on cooking. I'll be there. Your deli sounds terrific.

Posted by: Nestor Makhno | June 9, 2008 4:02 PM

Despite the stretch in calling that section of Whalley Westville's "downtown" and the corny acronym for the project, I hope Arlow, I mean, ArLoW, and Amelia's do well.

Posted by: -fairhavener- | June 9, 2008 7:32 PM

It's always nice to see new businesses opening up around town. Unfortunately, these businesses are going to occupy the most hideous set of buildings in Westville. I don't know who the architect or designer was, but we watched as those buildings went up over the YEARS and were more and more amazed at the atrociousness of the design (we used to live a couple blocks away). The only other building that we and our friends agree is worse (only slightly) is the newer building next to the plaza that had the Mexican restaurant, Poncho's Cantina, in it (it was built approx 2-3 years ago). Hopefully, whoever designed this monstrosity won't be doing too much more work around town.

Posted by: resident | June 9, 2008 8:26 PM

If the streets were made safer and more walkable, many more people could come and support these local businesses. As it is, with speeding, stop sign blowing and the lack of good crosswalks, etc., most people do not physically feel comfortable walking more than a few blocks. The city is really missing an opportunity to promote economic development. There is a petition circulating that seeks to address this at a citywide level: www.newhavensafestreets.org.

Posted by: Chao Down | June 9, 2008 10:35 PM

FairHavener -- Arch Paul Bailey, no? Perhaps he has not left his mark on Fair Haven, or perhaps so near Grand and Poplar.

How many of the 1,000,000 reasons for failure lie with Thea (and Seila early on) and their gung ho damn doing it right just do it 'cause we know people who will look the other way approach? From those who have asked her, not too many to be sure. Can you call yourself a Developer when you take ten years to plod along and stumble across onto the wrong side of significant regulations along the way? Amature Developer perhaps. Hobbyist. Has she learned? Certainly, thoughts of any further developments by her under whatever umbrella should be considered by the City with a bruised and skeptical eye.

But thanks for the yummy pics, can't wait to check out the fare, hope the prices are fair. I can't bring myself to afford those overpriced breakfast eateries nearby.

Posted by: Your Tax Dollars at Work | June 10, 2008 11:46 AM

Hey Fairhavener give me a break! It's a plain building -- neat but not gaudy. Replacing a neighborhood monstrosity, it's well constructed and it got finished. Plus, it's in scale with and compliments it's surroundings.

It's too bad they didn't use a designer to satisfy your doubtless impeccable taste. The developers were on a tight budget. They never did this before and should be encouraged. Certainly they don't deserve to be so panned.

Want a great Westville? Connect it to downtown. Whalley Ave. needs a complete redesign! With over-wide sidewalks and a six lane speedway from Fountain to Broadway, it has no human scale.

Whalley cries out for a center greenway connecting Edgewood Park to Broadway with bicycle paths and light rail. "Pods" should be designed along the way for parking, meeting places, cafes, etc.

Posted by: Nan | June 10, 2008 12:12 PM

Your tax dollars, I love your proposed changes for Whalley Ave between Edgewood and Broadway. How do we make the changes happen?

Posted by: Newbie | June 10, 2008 12:35 PM

Looks great! What are the business hours?

I was privy to the inner workings of this project towards the tail end, and I was impressed by Buxbaum's commitment and enthusiasm for the project despite set backs. Her contributions to the revitilization of Westville have been significant. I'd have to disagree with your "just get it done" accusations, but to each their own. Fairhavener, are you ever positive?

These buildings are gorgeous on the inside, well constructed and flooded with light.

I agree with Tax Dollars about walkability. It is a huge hinderance to business when crossing the street can feel like a deadly game of frogger.

Posted by: Your Tax Dollars at Work | June 10, 2008 2:26 PM

Nan:
Organize, organize, organize! Get a planning grant & come up with at least an outline of what could be.

Keep pushing. Powerful individuals and groups will lobby against it (they hate change). But persevere!

Posted by: Westvillian | June 10, 2008 3:32 PM

I've already driven by the new sign several times and I can't wait to check Amelia's out. I think it's an excellent addition to our little "downtown" Westville area.

I love being able to walk to Delaney's, Bella Rosa's and Lena's, but MAN, I would love to have another restaurant in that big place on the corner! A little variety and another great New Haven dinner place, without having to deal with traffic/parking downtown, would be so awesome. I wish Thea could talk to Franco-Comacho's into resurrecting Roomba's in that spot.

Posted by: Your Tax Dollars at Work | June 10, 2008 5:21 PM

Try OLA -- in Orange. It's got a menu similar to Roomba & Bespoke & it's terrific. It's less expensive than the Franco-Camacho restaurants too.

You'll rent it Thea. Just be patient and wait for the tenant you want.

Posted by: jade | June 10, 2008 8:25 PM

Hurray for Thea's forward thinking, energy and good intentions! Our Village is coming along...new classy wine shop with tastings every Friday night...new deli...now we NEED a nice restaurant (yes, something on par with Roomba...with a decent cocktail menu!!! anyone notice you can't get a good cocktail in Westville?).

Posted by: -fairhavener- | June 10, 2008 11:22 PM

Your Tax Dollars at Work,

It's not well constructed that's for sure. How do I know? Because I am in the building profession. You're right though, this type of thing should be encouraged. I don't fault Thea Buxbaum as much as I do the architect/designer - she is probably new at this. I doubt the architect was. It is the architect's obligation to guide their client in the proper direction. (I am asking around, plus it is public record who signed off on the drawings, so I will post when I find out.) So, I am not really "panning" Thea as much as I am what her designer(s) did to her. I think they did her and the community a great disservice. The potential for that location is priceless. For that side of the street it is like a gateway into Westville.

BTW, I really like a lot of your ideas about connecting downtown with Westville. The only problem I see, without light rail that is (and all the numerous existing problems), is that Westville is quite a hike from downtown. I guess with a trolley and some driving it would be nice. It is a shame that the Whalley strip isn't capitalized on like it should be. Also, what the heck is a "pod"? Sorry, maybe I'm not in touch with all the latest, or whatever this is.

Posted by: we need safe streets now | June 11, 2008 1:46 AM

Westville is actually very close to downtown - it feels far only because the streets between the two neighborhoods are not very walkable. Very few people would consciously choose to even walk a few blocks across streets designed the way they are now, with 50mph traffic marring even on the side streets -- much less from one entire neighborhood to another.

This troubling fact is killing our local economy and retail district vibrancy, and resulting in the loss of community fabric. Among many other national studies, surveys done in the neighborhoods surrounding Whalley Ave over the years, showing that people only shopped on their side of the boulevard, have proven this. We need to take the streets back for the good of our neighborhoods, not for moving traffic through them as quickly as possible! Safe streets for all!

Street design has a direct, measurable affect on all of the above. Look at places like Paris - people walk miles per day, because it is enjoyable to do so. People even go out of their way to walk a little farther. Have you ever checked the crosswalk distances in Paris? Crossing a major boulevard there is easier, physically and psychologically, than crossing a small one-way street in most American cities. Have you ever seen how easy it is to walk or bike in a small European city? And we wonder why Americans are so unhealthy. It has gotten so bad that many people here won't even let their kids walk a block to school.

We need to face up to this challenge and mobilize to address it immediately, before more lives and community opportunities are lost.

Posted by: Your Tax Dollars at Work | June 11, 2008 9:05 AM

Fairhavener:

Sorry about "Pods."

I envisioned a greenway strip down the center of Whalley. To accomodate improvements existing sidewalks & roadways would be narrowed (let's not throw away precious development dollars on brick inlays-instead make sidewalks more permeable).

The greenway strip would be interrupted occasionally by "widenings" (which we shall now call "pods". Depending on size, "things" could "happen" in the "pods:" e.g. small cafes with outdoor seating; rest areas for walkers and bycyclers; small stages for mini concerts, and small public events; some public art - perhaps fountains; etc., etc. Eventually light rail could replace the old trolleys that used to roll bewteen Westville & downtown. Naturally the greenways and streets would be lit with human scale lighting and, where possible telephone poles wd be eliminated with utilities underground. The pods should be equipped with wireliss internet access.

For better security, the Yale "blue light" system would be extended through the greenway with surveilance cameras mounted on the blue light poles.

Similar improvements should be developed in other parts of town replacing the existing emphasis on downtown skyscrapers. More human scale, pedestrian and cycle friendly developments would have the long-term effect of increasing property values -- accordingly a long-term increase in the Grand List

Posted by: -fairhavener- | June 11, 2008 10:56 PM

Your Tax Dollars at Work, all very good ideas. I'd fight for that type of change any day.

BTW, a buddy of mine told me the architects were kenneth boroson architects. I guess they did some school renovations in town. Never heard of them. I hope I never have to work one of their jobs.

Posted by: robn | June 12, 2008 10:43 AM

Guys,

Even though conventional wisdom amongst city planners is that a 1/2 mile is the walking limit for most people, I walk a mile to and from work every day; rain or shine; hot or cold (war protest). It only takes 15-20 minutes, its made me healthier and I contribute less to global warming.

The project in this article is exactly 2 miles from the Green which is a good hike but not unthinkable...certainly not unthinkable for bicycling. Agreement with all who note that this corridor is unwalkable/unrideable. We can change that with better policing, traffic enforcement and planning. Whalley and Whitney both have enough width for dedicated bicycle lanes, its just that theres a lack of political will. The mayor should stop screwing around and make these easily accomplishable planning changes immediately.

Posted by: jackie | June 12, 2008 12:12 PM

Unfortunately, I don't know where I feel safe in this city anymore. I used to have to take the B3Z and walk up Davis, but I won't do that anymore--not just the hit and run but the recent muggings along Whalley between E Ramsdell and Davis -- although maybe they caught those guys. Dunno.

Posted by: Bob Bob Bobbin | June 12, 2008 9:45 PM

Robn
There's two miles I wouldn't want to walk, or at least the mile of it from Chen's Kitchen to Popeyes. It seems to me crime is getting more spread out and more random. Remember when downtown shootings were just punk on punk, then punks on Yalies, now visitors even are not safe in our Entertainment District. OK, I would walk it, on a Saturday morning in June.

Posted by: Ben | June 13, 2008 12:58 AM

I'm for greenway with bike lanes in the middle.
Whalley Ave is one of New Haven's weakest links.

Posted by: Ali | June 13, 2008 9:06 AM

The more things in Westville, the better! I'm glad to see another empty space filled. Like everyone else it seems, I'd love to see something done with the traffic on Whalley but that is no small task given the fact that is is a major traffic route. I'm always amazed at the backups.

And to those of you who are commenting on the building design, I agree that it isn't the most beautiful building around (can't comment on the construction). But before you trash the architect, know that what you see as the end product is no doubt a watered-down version of what was intended. Often referred to as "value engineering" or to most people "budget cuts". I'm not sure that this was the case but it very frequently does occur.

After Delays, New Deli Leads the Way

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