New Senior Center/Condos: Butterfly emerging from cocoon?

The Monarch at Plainfield.

Plainfielders will want to trundle down East Front Street and check out the progress on the new Senior Center/condos which is being marketed as 'The Monarch at Plainfield'.

Since I hadn't noticed any butterflies in the marketing materials or signage, I had been somewhat perplexed about the 'Monarch' moniker and had wondered whether it referred to local royalty.

Checking on the progress of the recently-installed sales trailer at East Front and Westervelt, I noted a website. Though not online last week, it finally came up over the weekend (see here) and the marketing is in full bloom.

Here are some pix of the sales trailer, which of course is the 'face' of the sales effort to most people.

The sales trailer is on the corner of Westervelt Avenue.

The sales trailer is presentable enough, as these things go, and even has a handicap-access ramp along the back of the structure which can be reached from the Front Street side.

The signage is a little more questionable.

The billboard angled toward the street features the word "CONDO'S" in large letters. (I will leave it to Bernice to submit a photo to the website chronicling unnecessary apostrophes. Don't teachers teach possessives and plurals any more?)

Billboard featuring "Condo's" for sale.

The handsome landscaping on the side places what will be a very leafy shrub once Spring arrives directly in front of the signage on the structure's front. Never let the left hand know what the right hand is doing may be the motto here.

Is this shrub strategically placed to hide the sign?

The units are now listed as starting at $199,000 -- a 55% (correction) 45%
reduction from the offering price of $360,000 that was tossed around when ground was broken in the summer of 2007. Truly a sign of how far and fast the market has fallen.

With real estate sales sluggish everywhere (a similar Dornoch project in Rahway -- The Savoy -- has been stalled due to finance problems and may be converted to rentals), one has to wish the Fishman organization well, but Plainfielders may be well within their rights to worry whether this project will be turned into rentals if the units fail to sell.

There is plenty of the usual marketing hyperbole on the website --

...Masterfully crafted to maximize space, style, and value, the residences at The Monarch afford fabulous low-maintenance living for every home buyer. Each condominium home features two bedrooms and two baths in 1,120 to 1,289 luxurious square feet. Whether the Monarch home of your choice overlooks one of the surrounding serene street scenes or faces inward toward the community’s private courtyard garden terrace, from your private balcony you’re sure to enjoy your view—and sense of privacy.
...
As part of the developer’s commitment to providing luxurious living, everyday convenience, and uncommon value, an array of thoughtful features have been included at The Monarch at no additional cost.
...
includ[ing] the building’s host of features that safeguard your family and your investment, such as community entrance protection with limited access and outer entrance locks...

Is it cruel of me to note that one of those 'surrounding serene street scenes' is a view of the habitués of the Ben Franklin liquor store in the strip mall next door?

On yet another page we find this market-speak --

...A secluded sanctuary offering a bold new standard of luxurious living, these 63 sophisticated condominium homes blend quality craftsmanship with spectacular design...
...
Don’t miss your opportunity to invest in a home of your own located near shopping, dining, parks, golf courses, and transportation corridors...

Secluded? Near parks and golf courses?

Hmmmmm...

You can check out the many floor plans on the website, but I will post two samples. The 'A' plan appears to be the smallest and is presumably the one that would be offered at the $199,000 price point.

Example of an 'A' unit floor plan.

The 'C' plan includes a 'den' and is considerably larger. Presumably, this would be one of the highest-priced units. (Note that in NJ, a room without windows cannot be advertised as a 'bedroom', as every sleeping room must have a means of egress -- read 'window' -- besides the door into the room.)

Example of a 'C' unit floor plan, including a 'den'.

Meanwhile, it is uncertain how the Seniors will react to the new quarters once they realize how small it is and that part of their space is dedicated to vets-only use. Will the parking arrangements be adequate, given that projections are based on condo owners being out working during the day? Then there is the ludicrous curb-cut, presumably for the pick up and discharge of Seniors from their bus. You have to see it to believe it.

It is certainly going to be interesting to see who buys these units.

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• Website: "The Monarch at Plainfield"
• Rahway Rising: "Savoy at a standstill" | "Still quiet at Savoy" | "Savoy seeking financing"
  

-- Dan Damon

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