Update On Retail Expansion: New retail Centers Abound In Mercer

As the population continues to grow in Mercer County, shopping center developers are building new retail centers throughout the area with the intention on capitalizing on the expendable income of Mercer County residents and employees.

By Fall 2002, The Square West Windsor owned, managed and

developed by Garden Commercial Properties of Short Hills, will join a host of other high end retailers hoping to hone in on the sought after Route 1 shopper. The Square West Windsor is located at Meadow Road and Route 1 near Market Fair. The center is intended to be a mecca for home-improvement enthusiasts and boasts retailers including Lowes Home Improvement Warehouse, Ethan Allen, Domain Home Furniture, Thomasville Furniture, Sleepy's and Fidelity Investments.

"We expect to pull customers from all over the Mercer County market," said Tony DiGiovanni, project director. "This center definitely gives more choices to consumers." Currently, there still is space available for tenants whom DiGiovanni predicts will include some mainstream stores and a restaurant. "Lots of stores know about the demographics the Princeton area has to offer," he said. "There's 100,000 people living within a five mile radius with an average household income of greater than$ 100,000. People are buying million dollar homes so a home improvement retail center will likely perform well here."

Likewise, the Washington Town Center located on Route 33 in Washington Township is a mixed-use center consisting of residential properties, offices and retail stores. "The shopping center is going to have a downtown look to it," said Tom Troy, senior vice president with Sharbell Development Corporation in Robbinsville. Currently, Troy said the first phase of the project is to build homes in the area, which are duplexes, townhomes and single-family homes. Eventually, there will be 2,000 housing units within walking distance of the retail center. And, in 18 to 24 months, the first tenants can occupy their retail quarters. "We expect tenants to include restaurants, shops, and services," Troy predicts. "It's going to be designed much like a Main Street."

Also on site will be a professional office building where the headquarters of Roma Savings Bank will have their corporate and administrative offices and they will also have a bank branch at street level. "The town center concept was very appealing and makes sense to be located in a bank with so many residential properties in a close proximity," said Maurice T. Perilli, chairman and executive vice president with Roma Federal Savings Bank. Perilli said Roma is a thrift bank, or geared as a residential mortgage lender and he predicts being located within a large housing development will add to Roma's business. "Being the only savings bank in the town center will offer many advantages," Perilli said, "Many businesses look to Roma Savings Bank as the catalyst in this project."

One of the most noteworthy development projects in Mercer County is the Hamilton Marketplace in Hamilton Township. The developer of the Hamilton Marketplace project, JDN Realty Corporation in Marlton, was extremely cooperative in meeting Hamilton's goals as far as the construction of the Marketplace was concerned. The Grafton House, a historic home in Hamilton, had to be moved to preserve its presence. "We stressed to the developers that we wanted to preserve this landmark and the developers literally picked up the house and moved it to another parcel of land that would keep the

House in tact," Mayor Glen Gilmore said earlier this year. Further, JDN created a buffering for homes adjacent to the Marketplace. "The township couldn't afford to renovate the area to the extent that the developer agreed so we are pleased with the results," he added. Also completed by the builder was bringing public water to homes in the vicinity. "This new shopping center shows that we can balance smart commercial growth while preserving open space and historical preservation," Gilmore concluded.

This month, Lowes Home Improvement, BJ's and Kohl's are scheduled to open in the Hamilton Marketplace. In the second phase, other retailers including WalMart, Pier I Imports, Pet Smart, Dress Barn, Modell's Sporting Goods and resstaurants including Ruby Tuesday, Crackerbarrel, McDonald's and Chick Fil A will open. One of the most important challenges facing Hamilton is the plight of independent retailers in light of big box stores entering the area.

John Bencivengo, executive director, of The Hamilton Partnership, an organization committed to bringing in new clean ratables and strengthening Hamilton's existing businesses, is optimistic about the Hamilton Marketplace's effect on local merchants, but stresses these independent businesses must adapt to the changing environment. "I think that the Mom and Pop business owners have to find a niche and make it work," Bencivengo said. Hamilton Partnership is working with local merchants by sponsoring workshops and introducing speakers who can help shed light on the situation. "Some of the suggestions are having the stores open convenient hours, and stressing customer relations that the large stores just can't offer." Further, he believes that new retailers will offer new benefits to Hamilton residents. "There's either going to be a Barnes & Noble or a Borders here and it's the first time a major bookstore has been here," Bencivengo said.

With over one million square feet of shopping space, JDN expects the center to be a tremendous success. "There's a good road network in place, it's in a very good location and I think that it will draw shoppers from a 20 mile radius," predicted Jim Angeloni, vice president with JDN. "The only other source for shopping was Route 1 up until now." Likewise, Bencivengo said Hamilton residents had to venture to Princeton, West Windsor and Lawrenceville for major shopping excursions. "I think the Hamilton Marketplace will actually alleviate some of the traffic in the area," he said. "More people can get there shopping done in the Township."