About 20,000 people are drawn to campus for reunions alone.
By: George Frey
Princeton University’s reunions and following commencement festivities take place this year from May 29 through June 3 and, as usual, draw a lot of people to town about 20,000 alone for reunions and likewise, opportunities for businesses.
But some merchants say commerce is unpredictable during those few days, and that the crowds from the university tend to scare away the regular shoppers and townspeople.
The businesses that reap the most benefits appear to be those involved in the organization of the reunion parties and those catering to the appetites of alumni.
"There are people that want to shop in town when they return to Princeton and they do," said Adrienne Rubin, the associate director of class affairs with the Alumni Council at the university. Of course, many area restaurants get a lot of work as well.
"Everybody wants to remember what it was like being a poor student here," said Ms. Rubin. "Kids that come back to town want to go to Hoagie Haven." Other restaurants like PJ’s Pancake House and Theresa’s get their share of business as well, Ms. Rubin said.
Joseph Christen, the owner of Lahiere’s Restaurant on Witherspoon Street, said reunions have become less of an event in the last 20 years for his restaurant. On the other hand, the days around graduation have become busier, he said, with Monday before graduation one of the busiest.
Reunion festivities also contribute grandly to the business of area liquor stores like Community Liquors on Witherspoon Street. "We do a lot of extra business during that time," said Mark Bovenizer, the store’s proprietor, adding the store is about 20 to 30 percent busier than usual during this time. "It’s one of the busiest Saturdays of the year. The foot traffic is amazing. The Saturday of the P-rade is like a crowded bar in here."
Other area stores don’t do as well as one might expect, however. Across the street from Community Liquors, Michael Bonin is the third generation owner of the Princeton Army Navy Store. He said the events’ huge draw to town is no guarantee his store will do well, even though he carries a large supply of officially licensed Princeton garb and memorabilia.
"There’s really no rhyme or reason to business that week," Mr. Bonin said. "Sometimes it’s good, sometimes it’s terrible. If it’s rainy and cold, customers might come in here to buy what they need, like a jacket or a raincoat."
Mr. Bonin said he thought a lot of potential customers go to the university store on campus to buy Princeton merchandise thinking that it’s more official or that their money is helping the university. Also he believed there are now so many activities on campus during reunions that attendees can’t find the time to leave campus to shop or do anything else something echoed by other business people around town.
Bill Howard is the vice president of the Princeton Borough Merchants Association, a group representing about 80 businesses. He is also the CEO of Triangle, a printing and art supplies firm on Nassau Street. He said the merchants’ association does little to promote the event to its members but produces a calendar every year pointing out all holidays and events to merchants.
"Any event promotes the town in the long run, and that is good for business," Mr. Howard said. "It might not help the businesses that night or that day, but the more activity that is generated, the better it is for us."
Hotels in the Princeton area are the businesses that really cash in. The 2,000 or so beds on campus left empty by undergraduates that depart for the summer are offered to returning alumni for the events and they go fast. The rest of the necessary beds are sought at area hotels that report record occupancy during the festivities.
Lynn Howard, a spokeswoman for the 203-room Nassau Inn on Palmer Square really the only accommodation in town said the hotel’s three-night packages sell out a year in advance. A spokeswoman for the Hyatt Regency in West Windsor also said the hotel sells out well in advance, without offering any specific packages.

