To be called Crossings at Old Bridge, the mixed-use project would be built on a 36-acre site that was once farmland. Genesis of the project is an effort by local officials to create a "downtown" for this sprawling Middlesex County community of nearly 65,000 people which, like many suburban New Jersey townships, has no central commercial district. Capping a three-decade-long effort to do just that, the township council passed an ordinance two years ago designating the section around the Cottrell Farm as a town center district.

Jerald's plan is the first concrete proposal to emerge since that ordinance was passed. With a series of renderings, the company's Jonathan Heilbrunn laid out a plan for an open-mall shopping center that would also include a number of restaurants. Besides the retail and residential components, Crossings at Old Bridge would also include a centrally located park replete with fountains, as well as a five-level parking garage.

During his presentation, Heilbrunn likened Crossings at Old Bridge to "Palmer Square in Princeton [NJ], or Peddlar's Village in Lahaska [PA]. This project is designed to fit in with the township's town center zone concept."

Initial reaction among local officials was generally positive. While the gathering was officially a meeting of the Old Bridge EDC, the Mayor Barbara Cannon and several of the township council members sit on the organization's board of directors. Reviews from nearby residents were mixed however, with a number of attendees expressing concerns about traffic and related congestion.

Beyond the general concept for Crossings at Old Bridge, officials of the 10-year-old Jerald organization did not disclose further details, such as the cost of the project, or number of residential units, or a construction time line. The township council and planning board are slated to schedule meetings to address the proposal.