My students continue to dazzle me every semester.
I have been teaching “Marketing 201” at Bergen Community College for several years now and in the era of COVID, it has been especially difficult. With businesses shutting down never to reopen getting students to understand that business must go on and pivot is a difficult thing to do. You have to learn to adapt and survive or else everything fails.
This is happening in small downtowns all over the country. You have to learn to adapt, or you will fail. Things have gotten better though with the dropping of the mask mandates and businesses opening up.
In my live classes, I open my consulting company, “Bergecco-Parc Consulting Inc.”, for business and the whole class bands together and we have one big project. In the era of post-COVID and online learning, I was lucky that I was able to teach one of the live classes on the Bergen Community College, Paramus Campus. It was such a pleasure welcoming students back to campus with live lectures and conversing with them.
The Bergecco-Parc Consulting Inc. corporate logo of the six trees
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In the past, I have created these projects under the Bergecco-Parc Consulting Inc. banner, the main consulting company, the Orion Malls banner, a Mall design company and the Buscomonzefi.com banner, my Tech Division. Each business does its best to be creative, forward thinking and have a thought producing presentations. I also challenge the students to top on another in their presentations and build on what they have seen others do in the past.
Professor Justin Watrel, CEO & Co-Founder of Bergecco-Parc Consulting Inc.
This semester’s project “It’s Wonderful in Westwood, NJ: Being a Tourist in your own Town” was inspired by the success of the “Take me back to Paterson, NJ” project in 2019 and “Rocking it in Rutherford” in 2021. I loved how the students really had to learn about the history of the City of Paterson, the Borough of Rutherford and about New Jersey history in general. This is something not being taught in schools today.
The blog on Day One Hundred and Fifty-Five: “Take me back to Paterson, NJ” in 2019:
https://wordpress.com/post/mywalkinmanhattan.com/11226
The blog on Day Two Hundred and Thirty-Four: “Rocking it in Rutherford: Be a Tourist in your own Town”:
https://wordpress.com/post/mywalkinmanhattan.com/23377
I chose Westwood, NJ this semester because of all the years spent shopping and eating in Westwood with my family who live in the Township of Washington the next town over and many of the long term businesses that dot the downtown shopping district. Downtown Westwood had more of a history to it and was picturesque with its old buildings, classic look of the train station dominating the downtown and a park with a band stand in Veterans Park in the heart of the downtown. It was a traditional downtown in New Jersey.
The town is on two major bus routes one into New York City as well as being a railroad head for New York City. The town has become more desirable for people moving out of New York City for more open space, better schools and the amenities that come with living in the suburbs. They still want a ‘citified’ atmosphere though with good restaurants, clean safe parks to relax in and a strollable downtown with lots to offer for both shopping and eating. Westwood, NJ has all of these.
I assembled the project together in two days after walking the downtown several times getting inspiration of how to market it and ideas that I had seen in the past in other towns of what they run at various times of the year drawing ideas from towns in the Hudson River Valley.
I entitled the project “It’s Wonderful in Westwood: Being a tourist in your own Town”, a creative approach to market the downtown for tourists to come visit from all over New Jersey and New York especially the City, the way Rhinebeck and Beacon do for dining, shopping and special events like “First Monday’s” and “Sinterklaas”.
The Project “It’s Wonderful in Westwood, NJ: Be a Tourist in your own Town”:
BCC-Bergecco-Parc Consulting Inc. 2022 Project It’s Wonderful in Westwood, NJ
When I presented the project, I got the usual moans and groans from some of the students and excitement from the others (it all depends on their position in the company and their enthusiasm in group projects). I got the Teams organized, had them meet up with one another and exchange emails and planned my field trip to Westwood, NJ as part of the project. It took some doing.
Two weeks later, I took my class on a field trip to Westwood, NJ to walk the downtown business district, to see where the Westwood Heritage Museum was located and to visit the shops and restaurants in the downtown area. The week in between me presenting the project and us visiting Westwood, NJ, I started to make contacts in the town.
I started by dropping off a copy of the project with City Hall and hoping to get the Mayor and Council involved the way we did in both Paterson and Rutherford, talking with the head of the Chamber of Commerce and then talking to merchants who I wanted to visit that included Hartly’s, a well known Women’s Store and Conrad’s, a very well-known Ice Cream and Candy store.
We really lucked out the day of the tour. It was a beautiful day but a little windy. We started out at the bandstand which is a symbol of the town. I never realized the historical significance that the bandstand had played in the town and in it’s history. It had been an important part of the social fabric of the town during the turn of the last century and still used for concerts today.
We were joined by the Honorable Beth Dell, the President of the Westwood Town Council and I thought this was a very nice honor that the town wanted to get involved in the beginning of the project. We really had a productive afternoon.
The tour of the downtown started in Veterans Park with the Team trying to figure out on how to create some of the activities that we would be creating such as the “Halloween in the Park”, the “Nick in Time” event and the “Jazz Summer Concert” events. We used the parks layout and logistics to figure out how to configure the usage of space. Before we toured the historic train station, we took our first in a series of corporate pictures.
Our Group picture at the Westwood Bandshell at the start of the tour (Councilwoman Dell and I to the right)
We continued on to the historic Westwood Train Station, which is the home to the Westwood Heritage Museum one day a month. It had not been operating recently because of COVID but I wanted the students to see the potential in how the museum could be updated and advertised to increase traffic.
The Train Station marker in Veterans Park
We toured the station and looked over the architecture and location of the station to understand why the location of the station has helped shape the way the downtown has been built around it.
The historic Westwood, NJ Train Station
https://en.wikipedia.org/wiki/Westwood_station_(NJ_Transit)
The next part of the tour, we met with the head of the Westwood Chamber of Commerce at his business, Westwood Gallery, Michael Fitzsimmons. Mr. Fitzsimmons and I had met the week before and I knew how busy he would be so we had to plan the whole visit on a timely basis.
Westwood Gallery at 10 Westwood Avenue
Custom Framing and Fine Art, Bergen County New Jersey
Not only did he spend a lot of time with us but introduced the class to members of ‘Celebrate Westwood”, a group of volunteers who help organize special events in the town. Talk about a productive and very engaging conversation on what both organizations do for the benefit of the town. The students, especially the Executive and Marketing Teams, gained a lot of knowledge and expertise from it.
The Westwood Chamber of Commerce:
Celebrate Westwood:
https://www.celebratewestwood.org/
Our second stop on the tour was a quick one through B & S Kitchen, an innovative sandwich shop a few doors down. I had just eaten lunch there the week before and thought that the food and selection of homemade soups were excellent. With a lunch special of a half a sandwich with a side of soup for $9.95, I saw this as an excellent business decision considering the quality of the food and service. It was so busy that morning the owners did not have a chance to talk to us but I was able to share my experience with the students while visiting there.
B & S Kitchen at 48 Westwood Avenue
My review on TripAdvisor:
Our third stop on the tour was Hartly Fashion women’s store, which I think is one of the finest independent women’s clothing stores in the state. For a small store, it has some of the finest merchandise for work, parties and weddings. The service they have does not exist in stores anymore where salespeople will call you when items come in and will work with you on a personal one on one basis. Hartly is in a league all its own.
Hartly Fashion at 104 Westwood Avenue
The manager, Jo and I had talked about the tour and I could tell she was a bit sceptical when I mentioned it but myself and the students came in, she captured the students attention on what quality and customer service meant to people. Especially when she described women travelling from places like Long Island, Manhattan and Connecticut to come shop in the store.
With pride, we walked through the store and were given a very detailed description on the type of customer that shopped here, what she was looking for in clothes and the attention to detail she would get in the shopping experience. It was a real eye-opener to many of the students who are completely online shoppers.
We walked the rest of the Downtown to Firemen’s Park and I discussed the pride that the town takes in its fire service and described my own time on the fire service and what a park like this means to the fire fighting community.
We toured the other side of Westwood Avene, the main street of the downtown and I discussed the amount of men’s and women’s clothing and accessory stores in the downtown area. You do not see this many clothing stores in one concentration in a downtown anymore being so close to the amount of malls we have in Bergen County. Westwood had become a destination for shopping and I discussed because of quality merchandise and good customer service these stores have thrived and propersed. To some of students, I could see this was alien to them. They were a generation where you pushed the button and it came to you.
I stopped by Pompilio’s Pizzeria at 223 Westwood Avenue to check on our lunch reservation on our way back to the train station. This is where I would be taking the Team for lunch that afternoon. With that taken care of, we made our last stop of the trip at Conrad’s Ice Cream and Candy store at 107 Westwood Avenue. I could tell for the students that was the best part of the tour. The owner Connie and the manager, Sue and the rest of the staff could not have been nicer or more accommodating to the students.
Conrad’s Confectionery at 107 Westwood Avenue
My review on TripAdvisor:
I just thought we would have a little talk on the history of the business and a small walk through but the ladies really gave the students a thorough talk on not just the history of the business but on how homemade ice cream and candy are both made (they are made on premise), how the family got involved in the business, how Connie’s son has now taken over the business and has been growing it, new product developments and how they handled COVID era shopping and how it changed the way the business is run (they now have food trucks for parties and events).
The ladies led a very engaging talk with the students, let them tour around the store and Sue ended the discussion with giving each student a small package of Conrad’s homemade caramel corn. I have never seen so many excited students! You would have thought they won the lottery. The students left so happy and I thought this was a very smart business move. Start to capture the customer while they are in the store. I found out later that many students revisited the store throughout the project.
The Conrad’s Ice Cream counter
The students used Conrad’s as the inspiration as for corporate gifts
We finished the tour with lunch at Pompilio’s Pizzeria at 223 Westwood Avenue. I have been coming to Pompilio’s Pizzeria since I was a freshman in high school when my aunt and uncle took us here for dinner when we were visiting them one summer. I also knew that they had ordered here a few times when we visited the house. Funny what you remember when you were a kid. The pizza is just as excellent as it was back in the 1980’s.
Pompilio’s Pizzeria at 223 Westwood Avenue
My review on TripAdvisor:
As tradition with the Town projects that make up the Bergecco-Parc Consulting Inc. umbrella, I break bread with the students and this is my way of getting them to know one another. I found this very successful when we went to the Lunch Box in Paterson, NJ (now closed) as a group during our walking tour of Downtown Paterson and found it effective in Team building. I also get to know the students as well.
I ordered six large Cheese Pizzas and pitchers of soda and we just relaxed and reviewed our walking tour of the downtown area and how to better promote it for the town. The Team sat with their groups and brainstormed ideas over lunch. In the middle of lunch, the owner of Pompilio’s came out and discussed his family business with us and how his father’s family came from Italy and how they started the business in Westwood. I thought it was nice of the owner to come out and spend time with us seeing that he was so busy that afternoon. It was nice to see the merchants support this project.
The students created this new logo for the Town of Westwood, NJ:
The logo that was created for Westwood, NJ for ‘It’s Wonderful in Westwood, NJ: Be a Tourist in your own Town”
During class time, I tried to give the students as much time as I could but much of the work was done outside the classroom. Being a Hybrid class, I had to train the students to realize that class was not just in the one hour and fifteen minutes that we had in the classroom. This was lecture time and they needed to understand the theory of what they were doing, why they were doing it and how to understand the outcome. Most of them did very well in the academic part of the work.
The Saturday before the presentation, I took the students on a optional tour of the Westwood Heritage Museum, which is located in the Train Station of Westwood, NJ the second Saturday of every month. The Westwood Heritage Society sets the station up for visiting from 10:00am-12:00pm and I met the students at 10:30am at the museum. My entire Historical Team showed up along with about five other students which meant about half the class showed up.
Westwood Heritage Museum
https://www.facebook.com/hfwhalen/
The displays at the Westwood Heritage Society Museum in the Train Station
Westwood Heritage Society displays
The members of the Westwood Heritage Society gave us a tour of the museum, explained how it worked and how they set things up each month. Then they gave us a talk on the history of the town and the historical attributes of the downtown. The students got a feel for how the museum worked and how we could better promote it to the outside community.
The tour concluded with visit to the WWII bunker at the bottom of the train station. Both myself and the students were equally impressed by this.
As we prepared for the final touches on the presentation, the student Executives were nervous about the presentation. I had a very good Executive so I was not worried. I just wanted a good representation from the town.
We had to delay the presentation twice. Once because the Town Council asked if we would like to present it at City Hall and the Council was going to a conference the day of our presentation. Then it was delayed again because the day we were supposed to present it, it was the Wednesday before Thanksgiving and even I did not realize that we had the day off. So presentation day would be when we returned back from the Thanksgiving break, November 30th, 2022.
The day of the presentation I got there early so that I could set the room up for the presentation. I had the Reception to set up and make sure that everything in the room was working. My President and Senior Vice-President of Operations arrived early as well and then most of the Team showed up much earlier than class time. They wanted to get their groups settled in.
I also had to give the students their Dress Code grade and I have to say that I was annoyed when I saw two students wearing sneakers to the presentation. Trust me, they were graded accordingly. Every semester it is the same thing, the ladies always blow away the men.
We were joined that afternoon with Council President the Honorable Councilwoman Beth Dell, the Borough Administrator and another Councilwoman plus two members of the Westwood Heritage Museum whom we had met on a trip to the museum the previous Saturday. I thought it was very nice of all of them to come out and support the students.
The Presentation:
The Town Logo
The Historic Walking Project
The Town Song that was created and performed by student/songwriter Arnav Sharma
This is the presentation that everyone saw that afternoon:
The Bergecco-Parc Consulting Inc. “It’s Wonderful in Westwood: Be a Tourist in your own Town” website and Powerpoint presentation:
The Marketing 201 Executive Team the day of the Presentation on the Bergen Community College Paramus Campus with the Council women from Westwood, NJ:
The Paramus Executive Team for “It’s Wonderful in Westwood, NJ-Be a Tourist in your own Town” with Council members and guests.
The full Executive Team with members of Westwood City Council and members of the Westwood Heritage Society Museum
CEO and company Co-Founder Justin Watrel receiving a gift of a Conrad’s Chocolate Champagne bottle presented to him by Team Leader of Talent, Eva Sipos, of the Paramus Team.
The Commercials:
Here is the Team’s video Marketing the Town for Tourism in English and Spanish:
The Historical Team was tasked with creating a new video to promote the Historical Section of Westwood, NJ:
The Historical Team created this video to promote the Westwood Heritage Museum:
The Team created a new Town song for Westwood, NJ “The Hub”:
This is the Team Presentation of “It’s Wonderful in Westwood-Be a Tourist in your own Town” to the Honorable members of the Westwood Town Council and the Westwood Heritage Museum:
Part One:
Part Two:
Part Three:
This was one of the smoother presentations that I have had in the last two or three semesters. The students did an excellent job with the presentation. We had enough time for a question and answer session before the students had to leave for their next classes. Being an one hour class, we had to stay on a strict schedule. This differs from my night classes.
Still it was one hell of a presentation!
The Team to finish out their project arranged a company Christmas party for Corporate Headquarters. The students had to create an Invitation to the Party, A Christmas Poem, the Party Dinner menu and an original Christmas song. Here are the ideas:
The Christmas Project: Quiz Four:
Here is their Team Video for Christmas:
The Team was tasked to create a new Christmas song for the company:
Remember “It’s Wonderful in Westwood, NJ”.
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