Leonia's Traffic Ban Is Keeping Customers Away

Business owners in Leonia, New Jersey, say the borough's new ban on out-of-town drivers during certain times of day is scaring away their customers.

Leonia is just a mile west of the George Washington Bridge, and drivers have cut through the borough to avoid a particularly crowded section of the New Jersey Turnpike. In recent years, so many drivers were taking that shortcut thanks to GPS apps like Waze that town officials decided to ban non-residents during the morning and evening rush hours starting last month.

The new regulations exempt residents with a special tag hanging from their rearview mirror and drivers patreonizing local stores. But business owners say that last part isn't clear enough.

"When [customers] come to the town and they find a sign that says 'Do Not Enter or Get a $200 Ticket,' they are ready to go away," said Luis Morales, who owns Andres Wine and Liquor.

Others say the "Do Not Enter" signs are especially confusing to people who aren't native English speakers. Mira Lee, the owner of Sylvan Grace Florist, says many of her regular customers are Koreans from nearby Palisades Park, and not all of them understand when they are allowed to drive into Leonia.

"All they see is 'Do Not Enter' signs," Lee told WNYC. "And it's really hard for them to see the hours and if they can get in or not."

Not everyone is afraid of the ban's impact on their business. Former Leonia mayor John DeSimone owns a hardware store, and thinks business will get back to normal once customers get used to the new rules.

"I have a lot of out-of-town customers and I've been telling them for months before this happened it won't stop you from coming," DeSimone said.

Mayor Judah Ziegler and Police Chief Tom Rowe have not responded to a request for comment.