Mayor Ras J. Baraka announced today a significant strategic move for Newark’s development. Following unanimous approval by the Newark Municipal Council, the Newark Downtown District (NDD) and the Greater Newark Convention and Visitors Bureau (GNCVB) will unite under the Newark Alliance. This consolidation aims to deliver key elements of Newark’s economic development, community development, tourism, and strategic initiatives. It also ensures downtown Newark remains a vibrant, safe, and engaging place to live, work, and play. The City of Newark, Invest Newark, and other partners will collaborate closely with the Alliance in this endeavor.
“As we continue to rise in national prominence for living, working, visiting and investment, the City of Newark is combining our efforts toward being a global destination into one unified vision, under one roof,” Mayor Baraka stated. “This strategic alignment will increase accountability and allow us to achieve a wide spectrum of shared goals in this time of incredible growth, momentum, and opportunity. Together, in unity, we will move Newark forward.”
To support this exciting new endeavor, the Newark Alliance is expanding its executive team. The team will focus on four key areas: maintaining a clean, safe, and vibrant downtown; attracting visitors, residents, and corporations; supporting businesses from local to global; and leading strategic initiatives tackling Newark’s biggest challenges, such as healthcare access and affordability. The Newark Alliance will feature an expanded 15-person Governing Board, including the former board chairs for NDD and GNCVB, along with Municipal Council President C. Lawrence Crump and City Business Administrator Eric S. Pennington.
“Since day one of my administration, we’ve recognized Newark as a key engine of New Jersey’s economic growth. I have been proud to partner with the city to spur housing development, launch two Strategic Innovation Centers, and boost its thriving arts scene,” said Governor Phil Murphy. “I’m delighted to see these three groups come together and work toward a common goal to benefit this great city.”
Bloomberg Associates, the philanthropic consulting arm of Bloomberg Philanthropies, advised Newark on this move. They provided recommendations based on national best practices and their six-year experience supporting strategic initiatives in Newark.
“This is a bold and historic move which will strengthen Newark’s economy, create a more vibrant downtown for residents and increase accountability for the city,” said Todd Rufo, economic development lead at Bloomberg Associates. “Opportunities to do a big strategic shift like this come once a generation, but Newark met the moment with a visionary mayor, dedicated public and private partners, and a talented leadership team to make it happen.”
Evan Weiss, CEO of the Newark Alliance, expressed enthusiasm for the change: “This consolidation will have a meaningful impact on our community’s future growth, contributing mightily to business attraction, downtown development, and Newark’s brand. I’m thrilled we are bringing such a talented team together under one banner to help shape Newark’s next chapter.”
Invest Newark, the city’s economic development agency, will continue to collaborate closely with the Newark Alliance to advance inclusive growth and equitable development. Marcus Randolph, President and CEO of Invest Newark, shared, “This change speaks to Newark’s thoughtful and strategic approach to ensure long-term economic vitality for all.”
Through this transition to one consolidated organization, the City of Newark expects:
- Improved downtown district management and development: This allows for greater scale in public improvements, community engagement, events, and activations managed by the Newark Alliance, in collaboration with organizations like Invest Newark. Opportunities include Halsey Fest, Newark Fan Fest, Festivals United, and activations leading up to the World Cup in 2026.
- Aligned visitor, resident, and corporate attraction: The expanded Newark Alliance will continue to build Newark’s brand identity as a vibrant cultural hub. It aims to attract both visitors and major businesses. Alongside partners like Invest Newark and the City of Newark Arts & Education District, Newark Alliance will amplify local business success stories to support current business owners and attract new investment.
- Strengthened ability to meet Newark’s greatest challenges: Building on 25 years of helping achieve Newark’s strategic priorities, the unified Alliance will bring more resources than ever. It will address challenges facing Newarkers and make meaningful impact—from ending chronic homelessness to embarking on the largest tree planting campaign in decades.
Lata Reddy, Prudential Financial Inclusive Solutions Senior Vice President and Newark Alliance Chair, emphasized the collaborative benefit: “Prudential’s deep roots in Newark fuel our dedication to the city’s future. By bringing together the assets of each individual organization under a single leadership team, we create an opportunity to enhance our collective impact. Together, we are poised to build on past successes and accelerate progress towards our common goal of a thriving Newark.”
“I am looking forward to what lies ahead in the expanded role of the Newark Alliance with great anticipation and excitement for our community,” said Celia King, transition chair for Newark Downtown District, Newark Alliance board member and CEO of Leadership Newark, Inc.
Angela Garretson, former board chair of the Greater Newark Convention and Visitors Bureau, highlighted the impact on the community: “As a higher education partner working with the city and its diverse stakeholders in this tourism development effort, we are strengthening the economic foundation of our community. When government, arts, education, and business institutions align around destination marketing, we create transformative opportunities that benefit residents and visitors alike—attracting investment and elevating Newark’s profile as a vibrant place for living, working, learning, and visiting.”
Several executives will assume new roles as part of this transition:
- Evan Weiss will serve as CEO of Newark Alliance and Newark Downtown District.
- Alexandra Snape-Rogers is the newly appointed Chief Operating Officer of Newark Alliance, focusing on operational excellence and supporting small businesses.
- Kate Klinger will serve as Chief Systems Transformation Officer, leading cross-sector strategies for inclusive, systems-level change in community, environmental, and health initiatives.
- Ashley Mays will serve as Chief Marketing Officer of Newark Alliance and President of Newark Happening, the city’s destination marketing function.
- Susan McKay will serve as Chief District Management Officer, leading efforts to enhance downtown Newark through coordinated operations, service delivery, capital improvements, and strategic collaboration.
- Jorge Santos will serve as Chief Real Estate and Investments Officer, focusing on supporting development and the small business community throughout Newark.
