With Wilton’s downtown entering a new phase of significant transition, local business owners have some strong concerns about what the future will bring.
A new survey conducted by the Wilton Economic Development Commission found that the greater number of local businesses were less than satisfied with doing business in town.
On Tuesday, Apr. 22, members of the EDC presented their findings to the Board of Selectmen.
“Forty-seven percent of businesses reported being very satisfied or satisfied,” EDC Chair Joseph Favorolo said. “So that indicates a solid base of advocates, but I don’t know about you. I don’t like 47%.”
“Obviously this means that there’s room for improvement,” he said. “Twenty-nine percent indicated being dissatisfied or very dissatisfied, and 24% were neutral … We can do a lot better.”
The primary concern coming from the brick-and-mortar businesses centers on signage — in particular how out-of-town passers-by on Rte. 7 are even able to know the downtown area is there and open for business.
The EDC brought this concern to the Planning and Zoning Commission many months ago, but EDC members are concerned there might be some disconnect between what they’re advocating for and what the P&Z is gradually planning to address.
At this time, the P&Z is waiting for bids from a consultant that will look into a range of zoning issues at its behest, with signage being just one of them. More specifically, EDC members worry that while the P&Z is looking at the particulars of signs in relation to zoning rules, it doesn’t seem to be focused on the question of putting new and impactful signs along Danbury or Ridgefield Rds. that will direct people into the Town Center.
Instead, EDC commissioners expressed concern that P&Z’s focus is on storefront signs, and that the information they’re seeking is already in hand.
“The consultants that did the POCD (Plan of Conservation and Development), there’s a lot of that in there, suggestions for the entrance, for the signage, but nothing was ever done with that,” EDC Commissioner Andrew Warren said.
“All that work was already done and then it kind of got left by the wayside, and now we’re here talking about sign regulations again,” he said, with P&Z appearing to focus more on the size and design of store signs rather than way-finding signage.
“It almost sounds like it’s two separate things,” Warren said.
“If you look at the discussions and what they’re talking about, that’s not what it is,” he said. “It’s just a sign out in front of your building. It’s not getting traffic to Town Center.”
Either way, Favorolo told the EDC during discussion at its Apr. 23 meeting that nothing will be done before 2026.
“Planning and Zoning agreed to implement our sign study recommendation … The only downside to that is 2026 implementation, so I’m kind of disappointed,” he said. “I was hoping to see it, because it does have a big impact.”
Either way, he told both the BOS and his fellow commissioners that they will be staying on top of the P&Z to make sure they see it through.
“There is one dedicated commissioner who is constantly in touch with Planning and Zoning,” Favorolo told the BOS. “We will not allow this to fall through the cracks, I assure you.”
EDC Vice Chair Tom Shimko, who appeared before the BOS with Favorolo, was equally unhappy.
“It’s ridiculous that no one can take any action in 2025,” he said. “It’s ridiculous.”
“If they don’t know how to do it, and it sounds like they don’t know how to do … to delay it and to go in and spend money on a consultant is just saying, ‘I don’t know how to do it,'” Shimko said.
“I agree with you, but I don’t know what to do about it … I expressed the frustration,” Favorolo said.
There were 59 businesses that responded to the survey, approximately two-thirds of which have brick-and-mortar operations in Wilton, versus home offices.
Concerns about business visibility presented the greatest overarching challenge, with limited foot traffic part of the concern, as well as a small number of out-of-town customers.
Other issues were also cited by businesses, including elevated taxes and expensive overall operating costs. Toward that end, regulatory burdens added to cost in terms of time and attention, including outdated regulations hindering improvements and upgrades, a challenging P&Z approval process, and “excessive bureaucratic red tape.”
Businesses also cited unreliable internet and cellphone coverage as part of their challenges, along with difficulties in attracting and retaining employees.
“These challenges highlight some key areas where we think some improvements could enhance Wilton’s business environment,” Shimko told the BOS.
At this time, the EDC is trying to get some initiatives underway, partnering with the Wilton Chamber of Commerce, Wilton Library, and SCORE, a national nonprofit that gives free mentoring and guidance to small business owners and entrepreneurs.
The EDC hopes it enhance its digital and social media presence, as well as promote new networking and training events. It intends to focus on creating some local business resources, including databases, and also participate in the implementation of Wilton’s Master Plan.
Andrew Warren’s comment that business signage and wayfarer signage appear to be treated as two different things would be correct as they are. The State of CT DOT, not P&Z, regulates wayfarer signage on state-owned roads including the key roads of RT 7 and Ridgefield Road.
As a previous version of the EDC learned when this was investigated, the allowed signage is very small. Many Wilton Center businesses said don’t bother, it won’t help.
The current EDC members might want to take a look at the regulations and then speak with our legislators.
Same with tax breaks, state statutes regulate what the town can do in terms of tax relief.
One option totally under the town’s control is fee reductions to help businesses, including those with home-based businesses.. Those could be considered by the BOS as has been done.
Signage seems to periodically percolate to the top of the discussion regarding business development and satisfaction in… off the beaten path “Downtown” Wilton Center.
Folks, simply stated, Wilton Center is not where businesses want to be. (I have 5+ decades of business experience during those years I’ve owned multiple successful businesses, including a global business, more than one based in southwestern Connecticut.) Signage and some infrastructure updates I.e. technology will not change the fact.
I’m surprised to read that 47% of businesses (not broken down by type as presented in the article) are very satisfied or satisfied with Wilton Center for their business location (home). Perhaps that’s the Village Market, Scoops and a few others.
Wilton as a town has an identity crisis that was in place long before my 30 years living in the town.
No amount of signage is going to bring “out of towners” in to shop and at best a very minimal impact (growth) at best re: dining.
Wilton P&Z is no friend to Wilton (a bankable reality) but that’s nothing new. And whatever the rebuilding of Wilton Center is / becomes will not create the likes of other locales in southwestern Connecticut and beyond where business is truly welcome, supported and thriving (+/-).
This article / survey and interpretation is deja vu all over again.
Wilton Center is destine to be what it is… an off the radar, geographically undesirable place re: business / shopping / dining / entertainment etc.
Years ago when Wilton Center was created the concerns and fight being brought by some now were not on the minds of decision makers. In fact, it’s my understanding that Wilton civic leaders intentionally chose to develop town center off the main thoroughfare / route 7 so as not to be like many other towns in the area.
Wilton was intended to be a rural community through and through. Not a rural suburban community. Not a suburban community. Not a hub beyond extremely local (Wilton) place for commerce / business (product / services).
It’s only in the relatively short term (years) that Wilton and it’s changing residents are placing an undefined notion that Wilton might be like some adjacent towns. But in the end… the automobile puts all these other well developed / developing destinations in close reach.
The future of Wilton was cast oh so long ago.
I hear it every year, especially during budget season, “they come for the schools”!
The comments above are on point. I’d add that most people find stores via google, social media, etc these days, not via analog signs. And that’s when they actually go to a store instead of shopping online. If a shop wants to serve Wiltonians, Wilton Center is fine; there are plenty of thriving businesses in town and few store vacancies. If a shop wants to serve Wilton AND capture business from people passing through on Rt 7, it can locate there. Wilton Hardware moved from downtown to the new Sharp Hill Square — and expanded. Ancona’s is downtown, SipStirs on Rt 7 — how is each doing? Merchants will always argue for larger, lighted, more garish signs. The constituency for restraint and aesthetics is larger but quieter. Say no to neon!