One Tiny Typo Put Roselle in the National Spotlight

Sometimes a single letter can change everything. That was the case in Roselle when a newly installed welcoming sign for motorists on the bridge over Locust Street just past W 1st Avenue was discovered to have a small but memorable printing error: "visivting" instead of "visiting."

What started as a local observation quickly became a viral moment. Former Roselle Mayor and Assemblyman Jamel Holley posted a photo of the sign on social media, pointing out the spelling mistake while defending Roselle residents as "remarkable people." His post sparked conversation across multiple platforms, and soon the borough's typo had made it to News 12 New Jersey and even POLITICO's New Jersey Playbook, which featured it as the newsletter's "Quote of the Day" on October 1.

Social media users had fun with the moment, questioning how the extra "v" made it through the printing and installation process. The attention was lighthearted and good-natured—the kind of internet moment that reminds communities they're not alone in imperfect moments.

But Mayor Donaldson Shaw turned the spotlight into something bigger. Rather than letting the typo define the narrative, she used the opportunity to remind residents and outsiders alike what Roselle is actually about.

"Since the spotlight is on us, I want to highlight the positive progress taking place across our borough," Shaw said. "We are revitalizing the St. George Corridor with new development and constructing a new Youth Center. We also recently hosted a successful summer youth employment program to help young residents build skills for the future, and we have provided small businesses with $25,000 loans to fix their facades."

Union County Life appreciates how Roselle took a moment of minor embarrassment and turned it into a chance to celebrate real accomplishments. The borough has confirmed the sign is being corrected, but the reminder that communities are more than any single mistake—typo or otherwise—is worth keeping.

FAQ

Q: What was wrong with the Roselle welcome sign?
A: The sign had a printing error that misspelled "visiting" as "visivting," with an extra "v" in the word. The sign is located on the bridge over Locust Street just past W 1st Avenue.

Q: How did this become a viral story?
A: Former Roselle Mayor Jamel Holley posted a photo of the sign on social media, pointing out the spelling error. The post quickly spread online, attracting attention from News 12 New Jersey and even POLITICO's New Jersey Playbook.

Q: How did Mayor Shaw respond?
A: Mayor Shaw acknowledged the error and confirmed it was being corrected. She also used the spotlight as an opportunity to highlight positive developments happening across Roselle.

Q: What positive developments did Mayor Shaw highlight?
A: Shaw highlighted St. George Corridor revitalization, construction of a new Youth Center, a successful summer youth employment program for young residents, and $25,000 small business facade improvement loans.

Q: Was the community upset about the typo?
A: No. The tone was lighthearted and good-natured. Social media users had fun with the moment while appreciating the mayor's graceful response and focus on broader accomplishments.

Q: When will the sign be fixed?
A: The borough confirmed the printing error is being corrected, though a specific timeline was not provided.

Q: Why is this story meaningful beyond the typo?
A: The story illustrates how a community can take a minor embarrassment and use it as an opportunity to celebrate real progress. It also shows how social media moments can prompt broader conversations about community identity and accomplishment.