Billboards in Rutherford, NJ

Understanding the Rutherford Area Market

Rutherford is a compact borough in southern Bergen County with roughly 18,000–19,000 residents, strong incomes, and heavy ties to the New York City job market. For advertisers evaluating Rutherford billboards, this means a tight, affluent local audience with a lot of daily movement through nearby corridors.

Key local facts to guide your campaign:

• Population & density

  • Rutherford’s population is about 18,900 residents in just 2.1 square miles, yielding a density close to 9,000–9,500 people per square mile, far above the New Jersey average of roughly 1,200 people per square mile and more than 7x the national density.
  • Nearby boroughs such as East Rutherford (≈10,000 residents), Lyndhurst (≈22,000), and Carlstadt 50,000+ people within a short drive of central Rutherford, all of whom can be reached efficiently with billboards near Rutherford on key approaches.
  • Bergen County as a whole has about 955,000 residents, according to Bergen County government, giving advertisers a broad suburban audience beyond Rutherford itself. Bergen is consistently ranked among the top 20 most populous counties in the U.S.

• Households, age, & family profile

  • Rutherford has around 7,000–7,500 households, with an average household size of roughly 2.5–2.6 people.
  • A significant share of residents are in working and child‑rearing ages: roughly 60–65% of the population is between 18 and 64, and about 18–20% are under 18, supporting demand for family-oriented services, education, and youth activities often promoted through local out-of-home like Rutherford billboards.
  • Owner-occupied housing in many southern Bergen communities tends to be in the 55–65% range, providing a strong base of homeowners for real estate, renovation, and home services advertisers.

• Income & spending power

  • The Rutherford area’s median household income is around $110,000, while Bergen County’s median is near $115,000, according to county and regional planning summaries. Both sit roughly 40–50% higher than the U.S. median household income.
  • In many nearby ZIP codes, 40–50% of households earn $100,000+ per year, and about 20–25% earn $150,000+, creating strong demand for premium dining, healthcare, financial services, and travel.
  • Bergen County retail sales per capita regularly exceed $18,000–20,000 per year, reflecting high local spending on shopping, food, and services, which makes targeted billboard advertising near Rutherford particularly effective for sales-driven campaigns.

• Commuter & NYC connection

  • Rutherford is roughly 8–9 miles from Midtown Manhattan via the Lincoln Tunnel, putting it squarely in the NYC commuter belt. Typical drive times to Midtown in off‑peak hours can be 20–25 minutes, while transit connections via rail and bus are structured around 30–40 minute door‑to‑door trips.
  • Regional transportation and planning data indicate that 40–50% of working residents in many south Bergen communities commute to jobs in New York City or Jersey City. In some nearby ZIP codes, more than 1 in 3 workers use public transit for at least part of their commute.
  • With Bergen County’s labor force around 500,000 workers, even capturing a fraction of daily commuters traveling near Rutherford translates to tens of thousands of potential impressions during peak hours.

This combination of density, income, and commuter activity makes the Rutherford area ideal for high-frequency, high-impact billboard exposure—especially when we can place messages on 117 nearby digital faces reaching drivers from multiple directions and support both short-term and ongoing billboard rental near Rutherford.

How People Move Around the Rutherford Area

To build an effective campaign, we need to understand how locals and visitors actually travel through and around Rutherford. Knowing these patterns helps determine exactly which billboards near Rutherford should carry your message and when.

Major Roads and Traffic Patterns

High-traffic corridors near Rutherford include:

• Route 3 (Secaucus, East Rutherford corridor)

  • Route 3 is one of northern New Jersey’s key east–west arteries, connecting I‑80 and western suburbs to the Lincoln Tunnel and Manhattan.
  • New Jersey Department of Transportation (NJDOT) traffic counts in this corridor often exceed 140,000–160,000 vehicles per day, with peak-hour volumes of 7,000–9,000 vehicles per direction.
  • Our boards in Secaucus and North Bergen

• New Jersey Turnpike (I‑95, Western Spur near Secaucus/Kearny)

  • The Western Spur serving the Meadowlands, Newark, and airport traffic regularly logs 190,000–210,000 vehicles per day near key interchanges, according to New Jersey Turnpike Authority
  • This corridor carries a mix of commuters, freight, and long‑distance travelers, making it valuable both for local businesses and regional or national brands.
  • Billboards near Secaucus, Kearny, and Jersey City can deliver reach to drivers heading to Rutherford area destinations as part of longer regional trips.

• Route 17 and local Bergen County arterials

  • Route 17, serving Lodi, Maywood, and Hackensack 90,000+ vehicles per day in some segments and functions as a major retail and auto‑dealer corridor.
  • County roads such as Ridge Road, Orient Way, Polito Avenue, and local connectors funnel traffic between Rutherford area homes, retail corridors, and neighboring towns, often carrying 15,000–25,000 vehicles per day on busier segments. Many of our Rutherford billboards can be aligned with these routes to reinforce local brand presence.

• I‑80 / Route 46 and Passaic County feeders

  • To the west, I‑80 and Route 46 near Woodland Park, Little Falls, and Totowa connect Passaic County commuters with jobs and shopping in Bergen County and beyond.
  • Many of these interstate and US highway segments post 100,000+ daily vehicles, giving advertisers access to both Rutherford-oriented commuters and regional travelers.

You can explore regional traffic and road information through the New Jersey Department of Transportation and corridor-specific updates from agencies like the New Jersey Turnpike Authority

Transit and Park‑and‑Ride Behavior

• Rutherford Station (NJ Transit Bergen County Line)

  • Rutherford area commuters rely heavily on NJ Transit rail. Pre‑pandemic, typical weekday ridership on the Bergen County Line across its stations reached tens of thousands of boardings, and Rutherford itself sees hundreds of boardings per weekday, with spikes during peak commuting windows.
  • Many riders drive from neighboring communities such as Lyndhurst, East Rutherford, and Carlstadt to use park‑and‑ride or kiss‑and‑ride options, increasing vehicle volumes on local approach roads during 6:30–9:30 a.m. and 4:30–7:30 p.m..
  • Rutherford’s proximity to additional stations like Lyndhurst and Wood-Ridge further concentrates commuter flows within a 3–5 mile radius, ideal for rail‑oriented creative and for billboard rental near Rutherford that targets transit-dependent audiences.

• Bus corridors to Port Authority and Journal Square

  • NJ Transit and private carriers operate frequent buses along Route 3, Route 17, and nearby arterials to Manhattan, the Port Authority Bus Terminal
  • Key routes through Bergen and Hudson counties can run every 5–15 minutes during rush hour, with daily ridership in the corridor numbering in the tens of thousands.
  • Billboards near Secaucus, Weehawken

Meadowlands & Event-Driven Traffic

• The Meadowlands Sports Complex, overseen by the New Jersey Sports and Exposition Authority, includes MetLife Stadium, American Dream, and other venues in East Rutherford directly adjacent to the Rutherford area.

• MetLife Stadium

  • Home to the New York Giants and New York Jets, MetLife Stadium seats 82,500+ fans and is one of the largest NFL venues in the country.
  • NFL games typically draw 70,000–80,000 attendees, and major concerts and special events can approach full capacity as well.
  • On these days, NJDOT and local agencies routinely report traffic volumes on Route 3 and the Turnpike increasing 20–40% above typical levels in the 3–4 hours surrounding events.
  • Learn more about the schedule and event mix at the official MetLife Stadium

• American Dream

  • The American Dream retail and entertainment complex features over 3 million square feet of space, including an indoor ski slope, water park, and hundreds of stores and attractions.
  • The mall has reported millions of visitors annually, with heavy activity on weekends, holidays, and school breaks.
  • American Dream’s draw extends well beyond Bergen County, attracting visitors from across New Jersey, New York City, and even out‑of‑state tourists, giving advertisers access to a broad regional audience.

• The official Meadowlands Live

This event-driven traffic creates powerful short-term opportunities: we can schedule Blips to coincide with specific games, shows, or holidays so your message rides the wave of increased volume and taps into audiences that can approach 100,000+ people in a single day across the complex, all amplified by precisely timed billboards near Rutherford.

Where Our 117 Digital Billboards Reach the Rutherford Area

Blip’s 117 digital billboards serving the Rutherford area are clustered in high-traffic nearby municipalities within about 10 miles, including:

• Secaucus (≈4.1 miles)
• Lodi (≈4.2 miles)
• North Bergen
• Ridgefield (≈4.5 miles)
• Kearny (≈5.0 miles)
• Maywood (≈5.2 miles)
• Bogota (≈5.4 miles)
• Weehawken
• Hackensack
• Jersey City
• Woodland Park (≈7.2 miles)
• Newark (≈7.5 miles)
• Little Falls (≈7.6 miles)
• Totowa (≈8.2 miles)

Collectively, these municipalities represent a daytime population well into the hundreds of thousands, with major employment centers in Newark, Jersey City, Secaucus, and Hackensack and high residential densities in North Bergen, Weehawken, Kearny, and Lodi.

This footprint allows us to:

• Surround the Rutherford area from multiple directions using a coordinated network of Rutherford billboards.
• Capture commuters coming to and from the borough along regional routes (Route 3, Route 17, I‑95, I‑80, Route 46).
• Reach shoppers and diners who regularly cross town boundaries within Bergen, Hudson, Essex, and Passaic counties, where typical county-level shopping trips per household can exceed 150–200 trips per year.

We can build campaigns that focus on:

1. East–west commuters

   • Use boards in Secaucus, Kearny, and Newark to target workers heading between the Rutherford area, Newark, Jersey City, and Manhattan.
   • East–west traffic on Route 3 and I‑280 together represent more than 300,000 daily vehicles, offering scale for both local and regional brands that want expansive billboard advertising near Rutherford.

2. North–south Bergen County movement

   • Activate faces in Hackensack, Lodi, Maywood, Bogota, and Ridgefield to catch residents visiting Rutherford area businesses from nearby towns.
   • Hackensack alone has a daytime population estimated around 70,000–80,000 due to its role as a county seat and medical hub, significantly boosting mid‑day impressions and supporting retailers and services using billboards near Rutherford to build awareness.

3. Urban–suburban crossover

   • Boards in Jersey City, Weehawken, and North Bergen can introduce your brand to dense urban audiences who shop, dine, or relocate into the Rutherford area.
   • Jersey City’s population exceeds 290,000 residents, and North Bergen has one of the highest municipal densities in the U.S., at more than 11,000 people per square mile, making these locations ideal for broad awareness.

Timing Your Campaign Around Local Routines

Because Blip allows you to schedule Blips by time of day and day of week, we can align your ads with the way people in the Rutherford area actually live and move. This level of control means your billboard rental near Rutherford works hardest during the exact windows your audience is on the road.

Traffic and mobility data across northern New Jersey typically show:

• Peak morning congestion forming between 6:30–9:30 a.m.
• Midday plateau from roughly 10:00 a.m.–3:00 p.m.
• Peak evening congestion from 4:00–7:30 p.m.
• Weekend volumes that can match or exceed weekday levels on shopping and recreation corridors.

Weekday Patterns

• Morning commute (6:30–9:30 a.m.)

  • Heavy outbound traffic toward Secaucus, North Bergen, Jersey City, and Manhattan.
  • In some NJDOT counts, over 40% of daily traffic passes certain points during the combined morning and evening peak windows.
  • Best for:
    • Coffee shops and quick breakfast concepts.
    • Transit-accessible services (“Park, ride, and we handle the rest.”).
    • B2B and professional services aimed at white-collar commuters likely earning $75,000+ annually.

• Midday (10:00 a.m.–3:00 p.m.)

  • Local shopping, school-related trips, and deliveries dominate. Many grocery and big-box stores see 60–70% of their weekday traffic during this band.
  • Effective for:
    • Retail stores, supermarkets, and medical/dental offices.
    • Senior services and home improvement.
    • “Same-day service” or “lunch specials near Rutherford area” messaging.

• Evening commute (4:00–7:30 p.m.)

  • Return flows, plus stops at gyms, grocery stores, and takeout restaurants. Quick-service restaurants can receive 40–50% of weekday sales after 4 p.m.
  • Ideal for:
    • Restaurants, bars, and family entertainment.
    • Fitness centers and health clubs.
    • Service businesses open evenings (urgent care, salons, auto repair).

• Late evening (8:00–11:00 p.m.)

  • Lower volume but less ad clutter; higher share of voice and more attentive audiences.
  • Good for:
    • Streaming, nightlife, and delivery apps.
    • Brand awareness campaigns targeting younger demographics who tend to be out later and engage more with digital experiences.

Weekend & Event Timing

• Weekends

  • More discretionary trips: malls, big-box stores, American Dream, parks, and social visits.
  • Shopping centers in the region often report 30–40% of weekly foot traffic on Saturdays and Sundays.
  • Focus on:
    • Retail promotions, leisure activities, and family events.
    • Real estate open houses and local attractions promoted through VisitNJ and Meadowlands Live

• Game days and concerts at MetLife Stadium

  • Target the time windows 2–3 hours before and 1–2 hours after events, when inbound and outbound traffic is most intense.
  • A single sold‑out NFL game can generate 60,000–80,000 vehicles across the broader Meadowlands road network.
  • Use boards along feeder routes in Secaucus, Kearny, North Bergen, and Ridgefield with:
    • Tailgating offers.
    • Transit and ride-share promotions.
    • Post-event dining and late-night options.

Check the borough’s website and local event calendars for timing cues:

• Borough of Rutherford
• Regional coverage at NorthJersey.com and NJ.com
• Meadowlands events via MetLife Stadium American Dream

Crafting Creative That Resonates in the Rutherford Area

The Rutherford area audience is educated, commuter-heavy, and brand-aware. That affects both what we say and how we say it, and it should guide how you design creative for any billboards near Rutherford that you select.

Rutherford and surrounding Bergen County communities have higher-than-average levels of college education, with many towns seeing 40–50% of adults (25+) holding a bachelor’s degree or higher. This supports messaging that emphasizes quality, expertise, and value rather than price alone.

Design Principles for High-Traffic Corridors

• Simplicity wins

  • Aim for 6–8 words of main copy and no more than 2–3 key elements (headline, image, logo/CTA).
  • Use large, high-contrast fonts; avoid thin typefaces on bright or overly complex backgrounds.
  • Prioritize one clear call to action (CTA): “Exit 3 for Rutherford area,” “Scan to order,” “Text RUTHERFORD to 12345.”

• Local cues to build trust

  • Reference nearby landmarks or routes:
    • “5 minutes from Route 3”
    • “Just off the Rutherford train station”
    • “Near the Meadowlands Sports Complex”
  • Mention neighborhoods and nearby towns your customers identify with: Rutherford, East Rutherford, Carlstadt, Lyndhurst, Nutley, Clifton, etc.
  • Local references can lift response rates by 10–20% in many out-of-home (OOH) case studies because they signal relevance and proximity.

• Mobile-friendly CTAs

  • Short URLs, QR codes, or text codes work especially well in a commuter corridor where most adults carry smartphones (smartphone penetration in northern New Jersey is commonly above 85–90%).
  • “Search: ‘[Brand] Rutherford’” for quick recall, supported by synchronized search and social campaigns.

Messaging Angles That Fit the Market

Given the Rutherford area’s demographics and location:

• For restaurants & hospitality

  • Emphasize convenience for commuters: “Dinner ready when you get home to the Rutherford area.”
  • Highlight family-friendly and group options for game days and American Dream visitors—families make up roughly 65–70% of households in many nearby suburbs.
  • Consider bilingual English/Spanish creative for broader reach; about 20–30% of residents in several adjacent communities (e.g., North Bergen, Kearny, parts of Newark and Jersey City) speak Spanish at home.

• For professional & medical services

  • Stress ease and access: “Evening appointments near Rutherford area” or “Skip the city commute for top-tier care.”
  • Healthcare spending per capita in New Jersey is often 10–15% above the national average, and Bergen County includes multiple major hospital systems, giving you an audience that values quality and convenience.
  • Showcase certifications, hospital affiliations, and local recognition to appeal to educated consumers.

• For retail and local services

  • Lean into value and proximity: “Shop local, skip the tunnel,” or “Same-day service in the Rutherford area.”
  • Use countdown or urgency during sales: “3 days only,” “Ends Sunday.” Research in retail OOH campaigns frequently shows 15–30% lift in promotional response when time-limited language is used.
  • Consider co-op promotions with nearby shopping corridors such as Hackensack’s Main Street or Secaucus outlets.

• For real estate & home services

  • The Rutherford area is attractive for NYC workers seeking suburban living. Use:
    • “Commute to Midtown in under 30 minutes.”
    • “Own in the Rutherford area for less than city rent.”
  • Median home values in many southern Bergen County towns sit in the $500,000–$700,000 range, significantly below Manhattan and many Brooklyn neighborhoods while maintaining strong school systems.
  • Feature lifestyle imagery: tree-lined streets, local parks like Rutherford’s Memorial Park Tamblyn Field

Using Blip’s Flexibility to Optimize Spend

Blip’s pay-per-Blip model and schedule controls allow us to tailor campaigns precisely for the Rutherford area market and get more value out of any billboard rental near Rutherford:

• Daypart targeting

  • Boost Blips during key commute windows and event surges to align with the 40–50% of daily traffic that moves during those times.
  • Reduce or pause during lower-relevance windows, reallocating spend to higher-impact times to improve effective CPM.

• Location clustering

  • Group boards near Secaucus, North Bergen, and Weehawken for NYC-bound commuters who often have higher incomes and are more likely to be professionals or managers.
  • Create a second cluster in Hackensack, Lodi, Maywood, and Bogota to capture Bergen County shoppers and residents, where per‑household retail spend is typically higher than the state average.
  • A third cluster near Newark and Jersey City can speak to urban professionals and airport travelers via connections to Newark Liberty International Airport.

• Frequency management

  • In high-traffic corridors like Route 3 and the Turnpike, aim for higher frequency—multiple Blips per hour—to combat ad clutter. Industry benchmarks often target 10–20 average weekly impressions per unique traveler for awareness campaigns.
  • In secondary corridors, maintain consistent but lower-frequency presence for cost-efficient awareness and directional messaging.

• Short-term bursts

  • Run 3–7 day “blitz” campaigns around:
    • Borough events and festivals on the Rutherford calendar
    • Holiday shopping weekends (Black Friday, back‑to‑school, Memorial Day), when retailers can see 20–30% higher sales volumes.
    • Game days or major concerts at MetLife that draw 50,000–80,000 attendees.
  • Short bursts can create 2–3x more noticeable share of voice compared to evenly spread budgets, especially for launches or limited-time offers using billboards near Rutherford to create urgency.

Industry-Specific Strategies for the Rutherford Area

Here are practical ideas for different advertiser types using our 117 digital boards near Rutherford:

Local Restaurants & Cafés

• Goal: Drive immediate visits and online orders.

  • Market context:
    • Food away from home accounts for roughly 50–55% of household food spending in many higher-income suburban markets.
    • Within a 5–7 mile radius of Rutherford, there are hundreds of restaurants, quick-service, and café locations competing for attention.

• Tactics:

  • Weekday 4–8 p.m. focus near Secaucus, North Bergen, and Kearny for return commuters; add lunchtime slots near Hackensack and Lodi for office workers and shoppers.
  • Creative: mouth-watering food images, “10 min from this sign,” mention takeout/curbside, and clear value statements (“Family meal under $25,” “Happy hour 4–7 p.m.”).
  • Rotate creatives: lunch special vs. dinner special vs. game-day offer; advertisers who rotate contextual creative can see 10–20% higher engagement versus static, generic messages.

Home Services (HVAC, Roofing, Landscaping)

• Goal: Capture homeowners in Bergen and Passaic counties.

  • Market context:
    • With homeownership rates around 55–65% in many nearby municipalities and older housing stock in parts of Bergen and Passaic, demand for maintenance, roofing, and HVAC is steady.
    • Seasonal spikes (heat waves, cold snaps, storms) can drive 2–3x increases in search and call volumes for certain trades.

• Tactics:

  • All-day presence with heavier weights on Saturday and early evening when homeowners are most likely to schedule projects.
  • Use boards in Hackensack, Lodi, Maywood, Bogota, Woodland Park, and Totowa to cast a wide homeowner net across two counties.
  • Emphasize “Servicing the Rutherford area and all of Bergen County,” emergency response times, and financing options.
  • Add weather-triggered messages where possible (e.g., “AC tune-up before the 90° weekend”).

Healthcare & Dental Practices

• Goal: Build trust and fill appointment books.

  • Market context:
    • Bergen County is a healthcare hub with multiple hospital systems and specialty practices; many residents expect high-quality care close to home.
    • Preventive visit rates in higher-income suburbs tend to be 10–20 percentage points above national averages, especially for dental and primary care.

• Tactics:

  • Morning and evening commuter windows near Secaucus and North Bergen with “Before or after work” messaging—“7 a.m. and 7 p.m. appointments near Rutherford area.”
  • Highlight “Same-week appointments,” “Accepting new patients,” and insurance networks (e.g., “Most major PPO plans accepted”).
  • Include a clear location cue: “2 minutes from Rutherford Station” or “Near Route 3 in the Rutherford area” and add a short URL or QR code for easy booking.
  • Coordinate with health awareness months (heart health, dental health, flu season) often promoted by local outlets like NorthJersey.com.

Retail & Shopping Centers

• Goal: Increase foot traffic and share of wallet.

  • Market context:
    • Bergen County is consistently one of New Jersey’s leading counties for retail sales, with major destinations like Garden State Plaza (Paramus), The Shops at Riverside (Hackensack), and American Dream (East Rutherford) drawing regional shoppers.
    • Households in this area often spend more than $5,000–7,000 per year on apparel, personal care, and general merchandise.

• Tactics:

  • Heavier weekend and pre-holiday scheduling near Jersey City, Hackensack, and Secaucus shopping corridors.
  • Use countdown-style messaging: “Sale ends Sunday — 2 exits ahead” or “This weekend only at [Center Name].”
  • For American Dream tie-ins, advertise convenient stops “on your way to or from the Meadowlands” and co-promotions with attractions.
  • Add directional cues (“Next right,” “Exit 16W”) where appropriate to boost last‑mile conversion.

Education & Tutoring

• Goal: Reach families with school-age children.

  • Market context:
    • The Rutherford Public Schools, overseen by the Rutherford Board of Education
    • In northern New Jersey suburbs, participation in tutoring, test prep, and enrichment programs can reach 20–30% of students, especially in high-performing districts.

• Tactics:

  • Afternoons and early evenings on weekdays, plus Saturday mornings, when parents are shuttling between school, activities, and home.
  • Place boards along routes parents use between home, school, and activities in Rutherford area and nearby towns like Lyndhurst, Nutley, and Clifton.
  • Emphasize test prep, college readiness, or enrichment tied to local school calendars and key milestones (state testing windows, SAT/ACT dates, college application season).
  • Promote measurable outcomes (“Average score increase of 150+ points,” “95% of students improve at least one letter grade”).

Measuring and Refining Your Campaign

To ensure your Rutherford area billboard campaign is working as hard as possible:

• Set clear metrics up front

  • Track changes in:
    • Website traffic from Bergen/Hudson/Essex/Passaic counties using your analytics tools.
    • Direct brand-name search volume in the weeks before, during, and after your Blip campaigns.
    • Store visits or phone calls during billboard flight periods compared with baseline weeks; many OOH campaigns aim for 5–15% incremental lift as a starting benchmark.

• Use trackable elements

  • Unique URLs or QR codes exclusive to billboard creative (e.g., yourbrand.com/rutherford).
  • Billboard-only promo codes (“Show this code for 10% off”). In retail and restaurant tests, unique-code usage rates of 1–3% of transactions can indicate strong billboard performance.
  • Distinct phone numbers for call tracking, especially for service-based businesses.

• Align with news and weather

  • Monitor local news via NorthJersey.com and NJ.com for events or issues affecting traffic or consumer mood—storms, road construction, school closures, or major regional stories.
  • Quickly adjust messaging—e.g., storm-related home services, tax-season promotions, or back-to-school offers. For example, home improvement and hardware purchases can jump 20–40% before and after major storms.

• Iterate creative

  • Test different headlines, images, and CTAs across the same boards and dayparts.
  • Measure whether campaigns with stronger urgency, clearer local references, or tighter CTAs correlate with:
    • Higher web traffic from target ZIP codes.
    • Increased store visits during specific times of day.
    • More redemptions of billboard-specific offers.
  • Shift budget toward creatives and schedules that correlate with better performance metrics, and refresh at least every 6–8 weeks to reduce creative fatigue.

By combining detailed knowledge of the Rutherford area’s commuting patterns, incomes, and regional connectivity with Blip’s flexible, data-driven tools, we can build billboard campaigns that not only generate impressions but also drive measurable results. With 117 digital boards serving the Rutherford area and surrounding communities—and daily traffic flows in the hundreds of thousands across nearby highways and arterials—we’re positioned to help your message reach the right people, in the right places, at exactly the right times through smart, targeted billboard advertising near Rutherford.