Builder seeks zone change
for Lanes Mills retail site
HOWELL — A new commercial development is being planned for the southern end of Route 9 in the township.
However, in order for the project to proceed, a zoning change is needed.
At a June 12 meeting, attorney Todd Cohen of Freehold, representing the Goldenberg Group, a development group from Pennsylvania, presented a concept to the Township Council for plans to develop 48 acres on Route 9 at Lanes Mills Road that will likely include a Target department store.
The project is being referred to as the Lanes Mills Marketplace.
Jeremy Fogel, vice president and director of development for the Goldenberg Group, said the developer has been in the business of building shopping centers for 15 years. He said the company manages all of the shopping centers it builds.
Councilwoman Kimberly Alvarez asked Fogel if the developer would maintain an on-site office.
Fogel said that is done at some shopping centers, but added that the Lanes Mills Marketplace would likely be overseen by the Goldenberg Group’s nearest office which is about three hours away.
Fogel said other prospective tenants for the center include Bed, Bath & Beyond, Kohl’s, Barnes and Noble and an Old Country Buffet restaurant.
Fogel told council members his company only leases anchor stores to what he called "proven, successful" retailers so that those retailers in turn draw other tenants.
"Our goal is a first-class shopping center that is also aesthetically pleasing," Fogel said.
Cohen explained that 40 acres of the site are zoned for such an enterprise, but 8 acres are in an ARE-3 zone and the builder is requesting a zone change to HD-1 (Highway Development).
As presented, the shopping center would have two entry points from Route 9 and one from Lanes Mills Road.
In requesting the zoning change, Cohen said the Goldenberg Group was "looking to make a financial investment in the community," but needed some indication from the council as to whether the zoning change would be possible before proceeding any further.
James Higgins, the applicant’s planner, said the shopping center could be expected to generate about $975,000 annually in township and county tax revenues.
Councilman Barry Segal said he thought the application for the zoning change should be made to the zoning board, noting, "that’s what we have them for."
Councilman Reinhard Kirchhof agreed with Segal, adding that he wanted to know the impact the Lanes Mills Marketplace would have on the surrounding area since it is in proximity to the proposed Consumer Square Mall at Locust Avenue and Route 9.
Said Kirchhof, "I came here from Paramus which is nothing but malls and I don’t like that."
Cohen noted that in 1991 a use variance had been granted for the property in question to be used for the construction of a movie theater and parking lot that was never built. The attorney also said the owners of two private lots that abut the property were formerly opposed to the proposal but have since changed their minds and now favor it.
Mayor Timothy J. Konopka said it "makes sense from an economic perspective to move ahead."
Alvarez said before she could state a position she wanted the opportunity to speak with the property owners Cohen claimed now favored the project.
A 3-2 vote with Segal and Kirchhof against, and Konopka, Alvarez and Deputy Mayor George Pettignano in favor, decided the zoning change proposal would be introduced on June 26, with a public hearing scheduled for July.

