FLORHAM PARK, NJ-Hartford Fire Insurance Co. recently renewed its lease on four separate spaces at 100 Campus Drive at totaling 31,075 square feet at the Park Avenue at Morris County office campus, says landlord KBS Realty Advisors. The deal is just part of 94,939 square feet of leasing transactions at the complex so far in 2011.

All but one of deals were with companies in the FIRE (Finance, Insurance and Real Estate) sector. Hartford had previously renewed another lease totaling approximately 3,000 square feet in the same building for a separate business unit in 2010. The deals reflect the strength of the complex and the overall appeal of Morris County, says Greg Barkan, a senior VP of CB Richard Ellis, the exclusive leasing agent for Park Avenue at Morris County.

“The bottom line is that this complex is the best real estate complex in New Jersey,” Barkan says in an exclusive interview with GlobeSt.com. The CB Richard Ellis team also includes vice chairman Patrick Murphy and senior vice president Sam Buckley. The Hartford Financial Services Group was represented by Bob Shulman from the Boston office of CRESA Partners.

Other transactions in 2011 included a 12,000-square-foot new lease with Ameriprise Financial, an approximate 44,000 square feet renewal and expansion by a financial firm, and a 2,500-square-foot lease with Bright Horizons at 100 Campus Drive. More than 400,000 square feet in leases have been signed at the six-building, 1.2 million-square-foot class-A campus since KBS acquired the project in 2008, Barkan added.

The key, he says, is the location. “There’s a significant executive housing communities in the adjacent towns,” Barkan says, with most top professionals looking to minimize their commutes by finding office space nearby.

In addition, these affluent executives want easy access to their own bankers, he says. The result is a large number of financial tenants. “Every investment bank with a major wealth management practice has an office in the complex,” he says.

Tenants include Accenture, Holliday Fenoglio Fowler, L.P., JP Morgan Chase, Mapfre Reinsurance, McKinsey & Company, Merrill Lynch, PricewaterhouseCoopers, Morgan Stanley Smith Barney, UBS and Wells Fargo Advisors. Law firms Wilson Elser, Clyde & Company and DLA Piper have signed new leases, joining existing tenants such as Drinker Biddle.

Barkan declined to reveal the rents for the spaces, noting that the current LoopNet listing of $28 per square foot for a modified gross lease is low.

The complex is 93.5% leased, and activity continues for the major companies that tenant such complexes as Park Avenue. “Morris County has been really active this year, just continuing the trend that draws tenants to trophy class A space,” Barkan notes. “It has to do with improving the lives of employees. If you can demonstrate you’ll be more efficient and can hire a better caliber of employee, you’ll pay a premium.”

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