Bonanza of brands & bargains is in the bag
Jersey Shore Premium Outlets set to open Nov. 13
BY LORI ANNE OLIWA Correspondent

The Jersey Shore Premium Outlets, which is scheduled to open Nov. 13, has been designed to create the ambiance of a village. The center will have 120 upscale designer and name-brand outlet stores and amenities including an information center.

Kate Spade, Kenneth Cole, Calvin Klein, Cole Haan and Michael Kors. In a few short weeks, Monmouth County will have bragging rights to a bevy of exclusive brands when its own version of Fifth Avenue opens on Route 66 in Tinton Falls.

Jersey Shore Premium Outlets, scheduled to open Nov. 13, will offer 120 designer and name brand outlet stores — a veritable "who's who of style" on the Jersey Shore. A grand-opening celebration is scheduled for Nov. 13-16.

"We are very excited," said Michele Rothstein, senior vice president of marketing and spokesperson for the Roseland-based Chelsea Property Group.

Chelsea is the developer, owner and operator of the upscale shopping center.

"This will mean a lot to the local community and to the state in terms of creating jobs and economic vitality. Hopefully our neighbors will get an influx of business also," she added.

Commenting on the variety of brands, Rothstein noted, "It's an incredible and exciting mix of stores, and the leasing people have done a spectacular job. We have received great feedback."

She explained that several brands will be opening N.J. stores for the first time at Jersey Shore Premium Outlets.

"We are thrilled about Burberry and their first New Jersey store here," Rothstein said.

Elie Tahari, one of her personal favorites, will also have a N.J. address for the first time.

"The quality and styling is just amazing, and the outlet prices will make a distinctive and luxurious brand affordable," Rothstein added. In addition, she cited Theory, Juicy Couture, Michael Kors, 2b bebe, and Cole Haan.

"We have really put the best collection of stores in Tinton Falls and these brands are proven outlet winners," Rothstein said. "Outlet stores can look fabulous too," she noted, citing the Cole Haan brand and its new store at the outlet center.

"They have been completely revamping the style and look of their outlets, and their store will be beautiful," Rothstein noted.

Accessibility and affordability make the concept of Jersey Shore Premium Outlets unique, according to Rothstein.

She said the discounts traditionally range from 25 to 65 percent.

"The stores will also run their own promotions and discounts and maintain their own mailing lists," she added.

Rothstein explained that the conceptual plan was to create the atmosphere of a village based on the footprint of a racetrack.

"We were on to something with Liberty Village in Flemington when we put outlets there, but preserved and maintained the quality and feeling of a village," she noted.

She said that the village theme, which was intended to pay homage to the heritage and history of the county, is customer-friendly with a centrally-located food court.

"Customers will literally be going in a circle, which is enjoyable and easy on the feet. They will see all of the stores as they walk through, and all parking is on the outside," Rothstein explained.

She also said that the entire shopping area is divided into individual, color-coded corridors referred to as courts, bearing names like umbrella, beach ball, sandcastle, kite and sailboat.

"You feel like you're on vacation," Rothstein quipped.

According to Rothstein, the design team studied the area extensively by taking photographs and interpreting the results on the property.

An information center will have available maps, special event calendars and other materials, and will also serve an important dual function by promoting the entire region as a tourist destination, according to Rothstein. "Maybe people will come and stay with all the information on the area. This is definitely an advantage to the local community and the entire area," she said.

Jersey Shore Premium Outlets will host a gamut of special events and promotions year-round, in addition to the traditional sale periods and extra markdowns of holidays and special events like the Midnight Madness After- Thanksgiving Day Sale, with extra discounts and a midnight opening.

She also listed amenities such as the Shoppers Club and said that information is available on the Web site, www.premiumoutlets.com.

During the summer months, Rothstein said, the center will feature entertainment by local musicians and performing artists as part of its effort to support and showcase local talent.

"We will totally integrate into the community," she noted.

On Nov. 13-16, Jersey Shore Premium Outlets will host a grand opening. The four-day event will feature prizes, special promotions, sales and lots of local entertainment.

"And the savings will go on all weekend," Rothstein said.

Rothstein summarized the frenzy that will soon hit Exit 100A off the Garden State Parkway.

"It's all about shopping smart. This is definitely a market which knows shopping, and we expect that shoppers will be sophisticated and savvy."

A complete listing of stores, schedules, special events, and additional information on Jersey Shore Premium Outlets is available on the Web site www.premiumoutlets. com.