PR for The Park: Creating Buzz for New Jersey’s $500 Million ‘Work Resort’ Transformation
The Connell Company
Challenge
In 2024, The Connell Company embarked on a $500 million transformation of The Park, formerly an office park in Berkeley Heights, NJ, into a luxury “work resort.” This redevelopment sought to blend urban energy with suburban living by adding apartments, restaurants, fitness amenities, recreation and retail spaces. The challenge was to generate awareness and excitement about The Park’s plans – which would take several years to complete – and attract visitors, residents and businesses from the city, county and beyond.
Solution
Violet PR implemented an integrated public relations strategy combining media outreach and influencer relations to reach local and regional audiences. The campaign initially focused on getting the word out about key milestones, including the opening of Round Table Workspaces (offices), Round Table Residences (apartments), FIELDHOUSE (fitness), Grain & Cane (restaurant), and The District (retail).
To garner additional news coverage, Violet PR positioned The Park as a leader in the emerging “work resort” trend, emphasizing its role as a model for integrated live, work, play, and stay environments. Using newsjacking, we tied The Park into timely topics like NYC’s congestion pricing, the NJ Transit strike and Berkeley Heights’ Restaurant Month.
Media Placement Highlights
During the campaign’s first nine months, Violet PR secured 100+ media placements, reaching local, state and national news outlets – including features in MyCentralJersey.com, NorthJersey.com, New Jersey Monthly, NJBIZ, ROI-NJ and Hipsturbia, as well as Commercial Property Executive and Multi-Housing News.
