Natalie Pineiro, Executive Director, Downtown New Jersey

In an interview with Invest:, Natalie Pineiro, executive director of Downtown New Jersey, shared how the organization is promoting economic growth by supporting small businesses, and why creating vibrant and connected communities is a priority. “By fostering collaboration, providing resources and workshops on advocacy, we aim to ensure that New Jersey’s downtowns remain vibrant and economically resilient,” she said.

What have been some recent efforts by Downtown New Jersey to promote economic growth in the region?

Downtown New Jersey is the statewide advocacy organization for downtowns and commercial corridors, committed to strengthening local economies through education, advocacy, and governance. Our diverse membership includes district management corporations, economic development professionals, elected officials, municipal staff, planners, and service providers – each playing a vital role in shaping New Jersey’s commercial districts.

We pride ourselves on being a nimble, responsive organization that operates as a think tank for downtown innovation. In an ever-evolving economy, we continuously assess emerging trends and challenges to ensure we’re delivering relevant, actionable resources and guidance to our members. Whether it’s navigating policy shifts, responding to demographic changes, or adapting to new consumer behaviors, our programming is rooted in real-time needs and future-forward thinking.

This adaptability was evident during the COVID-19 pandemic, when we quickly transitioned to virtual programming to maintain access to critical information and peer-to-peer support during a time of crisis. That commitment to responsiveness continues to define our work today.

In 2024, we initiated a strategic planning process to expand and diversify the value we provide to our members. One of our key long-term goals emerging from this process is the development of a comprehensive training program for downtown professionals. While still in the planning phase, this initiative represents a major step toward equipping local leaders with the skills and knowledge needed to navigate the evolving downtown landscape. We’re aiming to launch the program in 2026, alongside continued efforts to enhance our support for municipal officials statewide.

We launched our 2025 programming with a statewide forum on affordable housing and downtown revitalization, held in partnership with the Bloustein School, NJ TOD, and NJTPA. The event drew over 100 attendees and highlighted the power of cross-sector collaboration. We’re now building on that momentum with additional sessions focused on retail and hospitality trends, placemaking strategies, and the role of inclusive public spaces in fostering social connection. These initiatives reflect our mission to equip local leaders with the tools, insights, and community needed to build dynamic, resilient downtowns.

What are the top near-term challenges to continued growth for Downtown New Jersey? 

In the near term, we are focused on several key challenges to drive growth. Advocacy remains a major priority, particularly around supporting Special Improvement Districts (SIDs) and business improvement districts, which play a vital role in sustaining local economies. Strengthening our relationships with state agencies is also critical as we want to ensure our downtowns are well-connected to state-level resources and opportunities.  

We are especially mindful of the challenges faced by improvement districts in minority-majority areas. In these communities, access to resources is more important than ever, given the fragile economic climate. Additionally, concerns around ICE enforcement and barriers to federal funding are pressing issues. Our priority is to equip districts with the resources, partnerships, and policy guidance they need to thrive, and to educate our members and provide them with the resources they need to navigate challenges. Overall, our efforts are centered on ensuring that all districts, regardless of their size or demographic makeup, have the tools and connections necessary to succeed.

Are there any specific infrastructure or development projects that Downtown New Jersey is actively involved in to attract businesses or stimulate economic growth?

Downtown New Jersey takes a holistic approach to helping our members build and sustain thriving Main Streets and business districts. Through education, advocacy, and our role as a think tank for downtown innovation, we equip today’s—and tomorrow’s—Main Street leaders with the tools they need to strengthen the entrepreneurial ecosystem.

Our recent focus has centered on helping members understand and respond to the dynamics of the experience economy—leveraging placemaking, walkability, marketing, and community engagement to create magnetic downtown environments. Research continues to highlight a shift in the commercial landscape: physical storefronts are becoming experience centers, while online platforms increasingly serve as the primary source of revenue.

This evolution means those involved in planning, business recruitment, and district management must be deeply attuned to what draws people out of their homes and into shared spaces. Small business owners, in particular, now have the opportunity to reimagine their storefronts as immersive brand experiences—not simply points of sale. The scent in the air, the texture of merchandise, the warmth of staff, the story told through design and atmosphere—all of these elements transform a basic transaction, whether in person or online, into something meaningful and memorable.

These shifts offer tremendous opportunities for downtowns. By supporting businesses in crafting experiential environments and embracing hybrid retail models, communities can boost foot traffic, extend dwell time, and keep dollars circulating locally. A well-curated downtown becomes a destination—one that fuels job creation, enhances property values, and cultivates civic pride.

Ultimately, it’s not about implementing a single tactic or one-size-fits-all strategy. It’s about embracing the unique personality of each district. Every downtown has its own character, and long-term success lies in identifying and nurturing those distinct traits—then leveraging them to create vibrant, one-of-a-kind experiences that resonate with both residents and visitors.

How do you approach creating supportive structures for new and innovative businesses, especially those that may have never existed before?

Integrating new and innovative business models into traditional downtown environments is a challenge, but also an opportunity to reimagine our commercial corridors for the future. 

Which is why when discussing supportive structures for these businesses, infrastructure is a critical starting point. We must ensure walkable communities, access to parking, and accessibility to businesses. Once a business owner identifies a commercial district and decides to establish roots there, collaboration with local governments becomes essential. This includes ensuring business-friendly policies, flexible zoning, and accommodating regulations that support these new ventures, which can become economic drivers for local economies.

After a business is established, providing support services is equally important. This involves connecting business owners with resources, grant opportunities, and financing options. A significant challenge highlighted by industry leaders is the difficulty small businesses face in securing loans. Many banking institutions lack friendly and flexible loan options for small businesses, which is an issue that needs addressing to foster thriving business districts.

When businesses invest in a community, their success is vital. As the daughter of Cuban immigrants and the child of a serial entrepreneur, I have witnessed firsthand the challenges small-business owners face. My father created multiple small businesses, and I grew up observing the obstacles he and my mother overcame to build profitable ventures. Today, we see a rise in minority-owned businesses, yet traditional lending practices often disproportionately exclude them. Addressing these disparities is crucial to supporting a robust small-business ecosystem. Undoubtedly, this issue is complex and multifaceted, encompassing physical infrastructure, access to capital, support services, and continued education. Partnerships with organizations like local chambers of commerce and institutions such as Kean University, which offers an excellent entrepreneurship program, are vital. These collaborations provide opportunities for professional growth and help foster entrepreneurship beyond traditional frameworks.

With the increasing focus on affordable housing, how is Downtown New Jersey involved in integrating housing solutions into downtown revitalization projects?

Downtown New Jersey does not directly influence housing development, so it is difficult to have a direct impact, although we do recognize the critical need for affordable housing. Our first forum this year focused on affordable housing in downtown areas, highlighting the shortage and the opportunities for development near commercial districts. Furthermore, each municipality is responsible for meeting its affordable housing obligations. Our role is to facilitate dialogue among decision-makers, residents, downtown managers, and thought leaders. These conversations are vital to keeping the issue at the forefront of public consciousness. While some communities struggle to meet their affordable housing obligations, the growing population presents an opportunity to enrich downtown areas and keep the conversation fresh. Our focus remains on commercial corridors, but we emphasize the importance of building affordable and workforce housing to sustain vibrant communities.

What do you see as the biggest opportunity for Downtown New Jersey and the business landscape in the next five years?

In the coming years, Downtown New Jersey aims to deepen community engagement and broaden its reach. We want to help more people understand the critical role downtowns play in the state’s economic success. Additionally, we plan to expand our advocacy efforts, particularly in policy and research.

One area of focus, as previously mentioned, is special improvement districts. Many municipalities are recognizing the value of SIDs, especially post-COVID, as downtowns within these districts fared better during the pandemic. We conducted a workshop at the League of Municipalities, highlighting resources available for downtown development and the agencies supporting this work. Looking ahead, we will continue to shape policy that champions inclusive growth, promotes cross-sector partnerships, and scales support for the growing number of SIDs transforming New Jersey’s downtowns. By fostering collaboration, providing resources and workshops on advocacy, we aim to ensure that New Jersey’s downtowns remain vibrant and economically resilient.