Brunswick Mall May Be Considered Area In Need Of Redevelopment By East Brunswick

EAST BRUNSWICK, NJ - The entire Brunswick Square Mall area could be designated an “Area in need of Redevelopment,” Mayor Brad Cohen said.

The Township’s Redevelopment Agency recently made the recommendation to Council.

On Nov. 25, Council voted to send the matter to the Planning Board for study and recommendation.

“This is the first step in the redevelopment process. Next, the Planning Board will hire a Professional Planner to evaluate the property and make recommendations to the Board. The Planning Board’s recommendation will then come back to the Council for action. There will be opportunities for input from the public at the Planning Board and Council meetings and at the Redevelopment Agency,” Cohen said in a statement.

The almost 100-acre site has not seen any significant updating or improvements “in close to a half-century,” according to Cohen.

Since the COVID-19 pandemic, retail has changed significantly, making it difficult for malls across the country to prosper and attract consumers that once flooded the sites.

“From the standpoint of the township, I believe that retail is not dead, however, retail is much different in a 21st-century setting,” Cohen said.

“From the work we have initiated on the northern section of Route 18 and other new businesses that have emerged in the past few years – a new revitalized mall must accentuate entertainment, recreation, and services. Walkability, accessibility, and connectivity will play a big part in whatever design is ultimately part of a final redevelopment plan.”

The Mall area is owned by multiple parties. Once the Planning Board and the Council agree that the Mall area should be designated as an Area in Need of Redevelopment, then the next step would be East Brunswick preparing a Redevelopment Plan.

This Plan would allow the town to work directly with property owners and redevelopers to guide the redevelopment of the Mall area.

“This process will take several months,” Cohen said.

“There have been no decisions made about the redevelopment of this area. There have been no decisions about exact retailers, residential potential, transportation, services, etc. There will be ample time for residents and business owners to participate in all stages of this process.”

Cohen said that the Brunswick Square Mall site is a critical piece of the Route 18 business corridor, which has grown exponentially in the past few years. Just this year alone several new businesses have opened in this area.

“Additionally, it is one of our largest taxpayers, and its long-term survival is very important to all of us,” Cohen said.

The mayor said he looked forward to active civic engagement on the matter.

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