Taming the Bloomfield Avenue Traffic Beast - Red Light Session Video in Montclair Center brings attention to pedestrian safety & downtown arts

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The Montclair Center Business Improvement District has released a 2-minute video of their first Red Light Session. Red Light Sessions are mini-performances held in the crosswalks during red lights.

“Our goal is to provide a fun video that makes motorists think about slowing down and stopping” said Luther Flurry, Executive Director of the Montclair Center BID. “Uptown Funk and Jodie and The Normals gave us a great opportunity to do just that!” he continued. “Working in partnership with the municipality, local advocacy groups and neighboring towns, our bigger goal is to make Bloomfield Avenue more pedestrian and retail friendly.”

Montclair Mayor, Robert Jackson noted that “When people think about Montclair they think of our vibrant streets and our art scene. Combining these in a safe-street message is a natural.”

Montclair Center Red Light Sessions are the brainchild of producer, Joann Smalls, who also produces the Montclair Center Stage. When asked about it she said, “Montclair Center is all about the arts and especially about music! The BID was looking for a way to promote pedestrian safety, and I came across a Boston band that does Red Light Sessions. It was the perfect meme at the perfect time. Church Street and Bloomfield Avenue is the perfect place.”

Joann continues: “Jodie and The Normals and everyone were fantastic to work with, but my favorite part of filming was seeing people’s reactions. We surprised strangers, lifting their spirits, 30 seconds at a time. This was filmed at rush hour; and most commuters gave us smiles, thumbs up and bopped behind the wheel. Some of the dancing in the video was by pedestrians who couldn’t help but join in!”

Laura Torchio, program coordinator for partner Eat, Play, Live...Better said about the project: “I've always been a big fan of fun art with a message. Whether it's painted pavement murals or crosswalk dance jams, public street art like the Red Light Sessions help us see our streets as real places where we laugh, linger, and layer the many activities in our lives - on foot and on bikes -as well as in cars.”

Cyndi Steiner, Executive Director, New Jersey Bike & Walk Coalition put the issue into a larger context: “Pedestrian safety is paramount to the continued economic vitality of Montclair Center. We applaud the BID for recognizing this need and we ask Essex County to make the same commitment to making Bloomfield Ave a safe road for everyone.”

Luther Flurry concluded by noting: “As long as you are in Montclair Center, park and stay a spell. We have great dining, shopping and entertainment the length of Bloomfield Avenue.”