Trump unveils condo tower plans
Wednesday, September 28th, 2005Friday, September 23, 2005
By HUGH R. MORLEY
A cream canvas sheet hung from the roof of a red brick warehouse Thursday in downtown Jersey City spray-painted with the words “Welcome to the neighborhood Mr. Trump.”
Though hardly the kind of hyperbolic razzle-dazzle normally associated with Donald Trump, the sign nevertheless offered an affectionate unofficial greeting to the Manhattan developer in his first foray into the city’s booming real estate market.
Trump, in a midday press conference on the site, outlined his plans for two towers of condominium units - called Trump Plaza - that he said would bring a new level of sophistication to housing in the city.
“The market is good. The location is really great. We are doing a beautiful, world-class job,” said Trump, his trademark blond hair buffeted by a slight wind. “I believe it’s going to be sold out very quickly.”
The 50- and 55-story buildings - the tallest residential structures in New Jersey, Trump said - will contain 417 and 445 units, respectively, ranging from 750 to 2,224 square feet, complete with marble bathrooms and “exotic hardwood floors.”
One real estate expert said the units could range from $525,000 up.
The $415 million complex will be at Washington and Bay streets, a block from the Hudson Bergen light railway, two blocks from the waterfront and a short walk from the PATH train.
The development includes a home-theater screening room, an 8,000-square-foot fitness center, a basketball court and a rooftop outdoor heated swimming pool. With construction expected to begin this year, the first units are likely to be occupied in 2007.
City officials and others in the waterfront real estate market welcomed the project. Jersey City Mayor Jerramiah T. Healy said it would take the city to a “new plateau.”
“I think it’s wonderful,” said Emanuel Stern, president and chief operating officer of Secaucus-based Hartz Mountain Industries, which owns several waterfront office buildings.
FAST FACTS:
Trump Plaza, Jersey City
Cost: $415 million
Units: 862
Size: 750 to 2,224 sq. ft.
Type: one-, two- and three-bedroom condominiums in two towers
Attractions: 24-hour concierge, marble bathrooms, fitness center, outdoor heated swimming pool.
“I think that Mr. Trump’s coming here shows the direction, the girth and the velocity of the housing market” along the Hudson River, he said.
Nelson Chen, owner of The Chen Agency, a Fort Lee Realtor, said he had no doubt there is enough interest to sell out Trump’s project. He said there are few other properties in the area to match what Trump described.
The closest competition will likely be Maxwell Place in Hoboken and The Watermark in North Bergen, both of which are in early construction phases.
“Whatever he builds, people will gravitate to it,” Chen said. “In Jersey City, there is an ever-growing market of young professionals, as well as empty-nesters who want to be close to Manhattan. It’s cheaper than living in Manhattan, but it’s a Manhattan-type buyer because of its proximity.”
Still, James W. Hughes, dean of the Edward J. Bloustein School of Planning and Public Policy at Rutgers University, sounded a note of caution. He said that although the real estate market still appears firm, any weakening would likely mean the Trump project might “cannibalize” other developments nearby, pulling potential buyers away.
Trump was a late addition to the project, which was started by Jersey City developer Panepinto Properties and The Applied Companies of Hoboken, which bought the two-acre parcel in 1998 and planned rental apartments.
The project was changed to condominiums when Hoboken developer Metro Homes LLC got involved. Owner Dean Geibel, in turn, brought in Trump, who helped redesign the project to make it more up-market.
Geibel said Trump is a “major investor” who also will manage the project. He declined to say how much Trump had invested.
Geibel said the price structure on the units - one-, two- and three-bedroom apartments - has not yet been determined. He added, however, that they likely will be slightly more expensive than similar apartments in Hoboken and significantly cheaper than comparable units in Manhattan.
Chen estimated that Trump’s towers could fetch $700 to $800 a square foot, about the same as Hoboken but 20 percent cheaper than Manhattan. At that price, a 750-square-foot unit in Trump Plaza - the smallest available - would cost $525,000 or more.
Trump said his phone has been “ringing off the hook” with calls from potential buyers since he announced the project. He dismissed the suggestion that having made his name in one of the toughest real estate markets in the world, Jersey City is a step down.
Noting that he has properties in Atlantic City and built a golf course in Bedminster, he called himself “sort of a semi-Jersey boy.”
“I think Jersey City has a great future or I wouldn’t be there,” Trump said.