Positive reaction but also concerns about traffic and impact on adjacent malls.
By: Gwen Runkle
WEST WINDSOR Wyeth Inc.’s massive 653-acre property off Route 1 and Quakerbridge Road is hardly unnoticeable. With its expanse of open fields and groves of trees, it stands in stark contrast to the corridor’s dense concentration of office and retail buildings.
So it’s no surprise that Wyeth’s plans for developing that land have garnered a high level of public attention and now the area’s business leaders are getting in on the action.
On Tuesday, nearly 100 business representatives from across the region packed the clubhouse at the Mercer Oaks Golf Course on Village Road West to hear a presentation by the Rouse Co. outlining the company’s background and what it sees happening on Wyeth’s property.
The presentation was sponsored by the West Windsor division of the Greater Mercer County Chamber of Commerce in cooperation with the Policy and Regional Issues Committee of the Princeton Regional Chamber of Commerce.
The Rouse Co., a leading development firm noted for projects like Boston’s Faneuil Hall and South Street Seaport in New York City, was brought in by Wyeth late last year to assist in fleshing out plans for the property’s future.
Currently, a mixed-use development combining upscale shopping with stores like Nordstrom’s and Banana Republic, office space, adult housing, research facilities, a hotel and community recreation space is being considered.
About 220 acres of wetland and trees on the site are expected to remain undeveloped.
The vast majority of those in attendance at Tuesday’s meeting reacted positively to Rouse’s preliminary plans, but several business and municipal officials raised concerns about traffic and the effect of Wyeth’s development on nearby shopping venues.
"One of our main concerns is what transportation problems rise out of this," said William Guhl, Lawrence Township municipal manager. "Rouse seems sensitive to the conditions that already exist, and it may be that a mixed-use development would generate less traffic than strictly office, but I’m not sure we could handle even mixed use.
"It may be buildable but it may be unsupportable," he continued.
Mr. Guhl also said he worries about how the mixed-use development’s retail components would affect the Quaker Bridge and Mercer malls, both in Lawrence.
But Warren Wilson, vice president and director of new business development for the Rouse Co., stressed the retail uses on Wyeth’s property would be different and would not lure away tenants from nearby malls or put them out of business.
"I see the malls at Quaker Bridge and Mercer continuing to be very successful," he said. "They cater to a more moderate price point. What we’re proposing is high-end retail, a completely different end of the spectrum."
Other business representatives raised concerns about possible environmental contamination on the site and wanted to make sure alternate modes of transportation, such as rail or bus rapid transit, would be included, along with housing not just for senior citizens, but also for young professionals.
In addition, some worried Rouse’s plans too closely emulated concepts found in the beleaguered Princeton Forrestal Village shopping center in Plainsboro.
"When I close my eyes and envision the mixed retail, office and open-air concepts you’re proposing, I see something awfully similar to the Forrestal Center, which has failed to thrive," said David Holmes of the Eden Institute in West Windsor.
But Mr. Wilson stressed he believes there is no relevant comparison between Forrestal Village and Wyeth’s property, due to its location, size and the type of retail that is expected to be built.
"If we have a retail component it would have a strong anchor and would be something you couldn’t find within 20 to 30 miles," he said. "Forrestal has struggled, but we see this as a completely different project."
Despite the concerns, many business representatives believed if anyone could put it all together to make both the public and business community happy, it would be Rouse.
"Right now Wyeth’s property is like a hole in a doughnut for the town," said Bruce Carnegie of Maguire-Burke, a real estate agency on Quakerbridge Road. "Rouse is definitely at the top of the food chain and I believe the combination of Wyeth and Rouse has created a formidable development team. I know whatever they come up with will be good."
Rouse expects to have formal development plans available for review over the summer.

