Market Research Says South Orange Hotel Wouldn’t Succeed: Collum

SOUTH ORANGE, NJ — A hotel in South Orange? Not such a good idea, according to a recent market research report.

South Orange Village President Sheena Collum shared some local real estate news that left her “feeling frustrated” on Monday, according to her Facebook emoji.

According to Collum, an independent market research report recently commissioned by a property owner/developer stated that a hotel in South Orange “would likely not succeed.”

This is despite the town’s proximity to mass transit, Seton Hall University, St. Barnabas Medical Center, SOPAC, the new Village Hall catering facility for special events, the Orange Lawn Tennis Club and South Orange’s several mixed-use developments, Collum stated.

• See related article: A Piece Of Local History: South Orange's Hotel Demolished In 1969

The village president issued a call to arms for local hotel industry experts to speak up for their hometown:

“We had all our data from the latest ACS with 5-year estimates on our demographics, and household income. [We] even brought a market research report from our Village Center Alliance on spending patterns. I'm not in possession of the report as it's ‘proprietary’ and I haven't seen the raw data either... it's ‘proprietary.’ I'm not a subject matter expert in the hotel industry but I know some of you are, as the last time I posted about this topic, many of you came forward to offer your assistance. So, now I need your help. If this is your area of expertise and/or you have contacts for operators in the hotel industry, can you please let me know? All hands on-deck would be lovely because while I'm frustrated, I'm certainly not defeated. If this isn't going to fall in our lap, let's go get it ourselves.”

Do you think a hotel in South Orange would be successful? Let us know why (or why not) in the comments section!

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