(Save the date: RealShare New Jersey comes to the Hyatt Regency, New Brunswick, NJ, September 19.)
NEWARK–With America’s Got Talent filming underway at the New Jersey Performing Arts Center here, some downtown landlords and business owners are starting to make a joyful sound. “The added population and spotlight on New Jersey’s largest city definitely is good for business,” says Miles Berger, CEO of the Berger Organization, in a release. His company owns the Best Western Robert Treat Hotel, where the reality TV show’s staff and contestants currently have 50 rooms booked.
The 176-room hotel at 50 Park Place is located next door to NJPAC. “Every contestant will stay with us through this season, so those bookings likely will grow,” says Shah Deen, the hotel’s general manager. “Add to that their family members and fans of the show, and our property truly is enjoying a new level of energy.” The Maize restaurant at the hotel is also busier, he adds.
The NBC show’s producers announced last March that they would film on location at NJPAC, and that provided local businesses some time to prepare for the influx. “The pace here certainly is faster, but the vibe is really positive,” Deen says in a release. “We have a guest lounge that serves breakfast, and the AGT people already are becoming regulars. They will be here for some time, and it is nice to see the familiarity already forming between these guests and our staff members.”
AGT also leased a studio formerly occupied by the New Jersey Network at Berger’s Robert Treat Center adjacent to the hotel. “AGT has two sets in place there for interviews with the judges and contestants,” Berger noted. “It was a great match – they needed a high-quality studio, and we had one available.” The 2,500-square-foot space was home to NJN for 20 years before its operations were outsourced by the state,
Berger said the advantages of having one of the country’s most popular TV talent shows in residence go beyond the revenue-producing aspects. “Acts are rehearsing outside on the street, which adds ambiance to the area,” Berger said. “There is a general feeling of excitement in the neighborhood.”
The Berger Organization has been involved with Newark real estate for nearly four decades. More than half of its current one-million-square-foot portfolio is located on Park Place and Broad Street downtown.
“In recent years, our world-class venues like NJPAC and Prudential Center, the Newark Museum, parks, universities and fine dining have worked toward making Newark a true destination,” Berger says. “This is a city on the rise, and the significance of AGT choosing to locate here is huge.”
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