Downtown Toms River Launches Gift Card Program

A gift card program launching this week aims to support the restaurant and retail businesses. Patrons would pay with gift cards at the participating businesses in the Toms River Business Improvement District.

The gift cards, which can be bought online or at the Toms River Business Improvement District office on , adds another facet to what Jody Alessandrine, the Executive Director of the district, called a network of support to bolster downtown.

Instead of organizing more events for downtown, the district decided to have an element concentrated on shopping specifically, Alessandrine said. The gift card idea was selected as the best way to do that.

"We have a lot of programs to help make the area a destination," he said, pointing to special events such as the , car shows, and festivals. "This is a focus on getting people to come back as part of their routine, for more than just special occassions."

The gift card program should help support the downtown further, he said. Obviously if you have the card, you return to use it.

He said the retail sector of the downtown is growing. opened its line of specialty bath and beauty products, and Autum Meadow, next door on Washington Street, sells hand crafted candles. The opened across the street last year, as an independent theater showing original live performances, independent movies and more.

While those newer businesses are near the intersection of Washington and Main, the Toms River Business Improvement District also stretches up and down Water Street, and from Main Street and Hooper to Route 37. There are actually two sections of the district, the one closer to the river and one bordering Route 37. The gift cards can be used at participating merchants anywhere in the district.

Town-specific gift cards are in use at places such as Red Bank. The same contractor who administers Red Bank's program is who Toms River went with, Alessandrine said. 

Alessandrine said merchants do not face additional operating costs or equipment to participate in the program. For the downtown merchant to participate, the only requirements are that a merchant can accept credit transactions using credit card payment networks.

Many of the downtown businesses already issue gift cards of their own. The district's program does not hope to eliminate that option for businesses, just encourage use throughout the downtown, Alessandrine said.

Downtown Toms River Gift Cards will be available anytime online at downtowntomsriver.com, as well as physically in the Downtown Toms River office, located at 218 Main St, from 9 am. to 5 p.m. Monday through Friday (except federal holidays).

For more information, visit downtowntomsriver.com.