MarketFair’s News


Multimedia Change

Oldies on Alexander


Corrections or additions?

These articles by Barbara Fox and Peter J. Mladineo were published

in U.S. 1 Newspaper on March 4, 1998. All rights reserved.

Life in the Fast Lane

It wears down your brain, says Robert Christensen,

president of RAC Productions, when you sit around all day editing

videos and working on graphics. Now that his firm has moved smack

dab in the middle of downtown Princeton, "you can walk down the

street or go out for lunch, and that will clear your head."

RAC Productions has expanded from 2,600 feet at Princeton Meadows

Office Center to 4,000 feet in a third floor suite overlooking Nassau

Street. The 10-person multimedia production company specializes in

interactive computer-based presentations, video, film, 3D animation

and graphics.

"We intend to pull some resources from the university — student

interns interested in multimedia development and availability of Firestone

Library, "says Peter Sandford, vice president.

Sandford and Christensen went to Rowan College, Class of ’83 and ’84

respectively. Christensen had been a producer and director at Press

Broadcasting Company in Asbury Park, and Sandford had worked in Philadelphia

at WTXF, Channel 29. They founded the firm in 1988 and, in 1993, moved

to Princeton Meadows Office Center. Then it had just two full-time

employees plus five part-timers but counting two new hires (Jerry

Heer and Heather Miller) RAC now has 10 workers.

"We produce and direct video in house. We cut audio in house.

We program in house. The whole shop was built around doing everything

in house. We picked up on computers early on," says Christensen.

"and now it is the norm to do multimedia and the Web."

"Moving to Princeton has been great though we haven’t had a chance

to enjoy it yet," says Christensen. "We landed a couple of

major long-term medical contracts as we were moving in the door."

For the American College of Obstetrics and Gynecology it will do a

CD-ROM to train resident physicians on how to teach methods of contraception.

The firm is also developing a CD-ROM with video, graphics, animation,

and narration to demonstrate the capabilities of a new hydraulic elevator

for Schindler Elevator Company, the world’s second largest elevator


Other projects include intranet development for insurance companies,

and a training program for those using Barringer Instrument devices

that detect narcotics and explosives in airports. Christensen offers

another reason for the location: "When you look at a map, Princeton

is at the hub of the high tech industry — pharmaceutical, computers,

scientific manufacturing — we’re right in the center."

RAC Productions, 182 Nassau Street, Suite 301,

Princeton 08540. Robert Christensen, president. 609-688-0100; fax,

609-688-0444. Home page:

Top Of Page
MarketFair’s News

Pottery Barn is coming to Market Fair. So are two stores

brand-new to this area: Restoration Hardware (a very large, very upscale

specialty furnishings store) and Smith & Hawken (upscale garden tools)

plus a new food court with new restaurants.

In keeping with the 11-year-old mall’s new shopping image — luxury

items for home and hiking — three current tenants will expand

into space vacated by fashion stores: Eastern Mountain Sports, Brookstone,

and Williams-Sonoma, which will introduce a tasting bar, cooking demonstrations,

and a cookbook library. Retail clothiers to stay: Joseph A. Banks,

Express, Gap, Lane Bryant, Victoria’s Secret, Northern Reflections,

and Footlocker.

Berlin/Hayden Architectural Partnership is designing the $1.6 million

food court; it will feature one current tenant — Teriyaki Boy

— plus Bassett’s Original Turkey, a pasta restaurant, and four

more eateries aimed at the "eat healthy" market.

Among the other improvements to be made at the 240,000-square-foot

50-store mall: an enclosed atrium entrance near TGI Fridays, a new

center court, stadium seating and a lobby re-do for the United Artist

Theater, and a new entrance for the new anchor, Restoration Hardware,

in the former SuperSports spot.

The owners, Dallas-based Sarofim Real Estate Advisors, are spending

$7 million for renovations, and the retailers and restaurants will

contribute $5 million to an advertising and promotional campaign designed

by Mt. Laurel-based Panzano and Partners. All told, more than 100

new jobs will be created.

MarketFair, 3535 Route 1, Princeton 08540. Matthew

Klutznick, general manager. 609-452-7777; fax, 609-452-8994.

Top Of Page

RONIN Development Corp., 103 Carnegie Center, Suite

300, Princeton 08540. Harry F. Bunn, president and CEO. 609-452-0060;

fax, 609-452-0091. E-mail: Home page:

Ronin — known for its "signature sculpture"

of a Japanese warrior — started out as a management consulting

firm, broadened its services to include full-service market research,

and then fashioned its own computer-aided interviewing software. Specializing

in the needs of the computer and telecommunications industries, it

has doubled its space at the Carnegie Center, where it has 50 employees,

and has opened a 110-station interviewing call center in London.

James Weber is responsible for the computer-aided interviewing software

(CAI) designed for legitimate market research firms worldwide. Results

for Research for networked PCs allows the monitoring of every interviewer

at every location in real time. It is customizable and accessible

through a wide variety of packages including SPSS, Excel, and FoxPro.

Top Of Page
Multimedia Change

United Multimedia, 2 Research Way, Princeton 08540-6618.

Ronnie Fielding, president. 609-452-8500, extension 106; fax, 609-452-7212.

Home page:

Ronnie Fielding’s business has been acquired by Princeton Partners

and has moved from the Trenton Business and Technology Center at 36

South Broad Street. Fielding is now a vice president of Princeton

Partners, and will head its multimedia division. "It provides

United Multimedia the opportunity to accelerate our growth and to

leverage the resources of Princeton Partners," says Fielding.

See page 7.

Tramp Steamer Media, Box 1684, Trenton 08607.

Mark Feffer, president. 609-394-1325; fax, 609-394-2318. Home page:

Mark Feffer, Fielding’s ex-partner, left to start his own company,

based on South Clinton Street. Also here: FutureScan,

Top Of Page
Oldies on Alexander

Nassau Broadcasting Partners LP, 619 Alexander

Road, Princeton 08540-. Louis F. Mercatanti, president. 609-452-9696;

fax, 609-924-1584.

The New Jersey Oldies Station, 94.5 FM WNJO, will be the first station

to be broadcast from Nassau Broadcasting’s new Alexander Road headquarters.

It targets commuters from ages 35 to 54 and will play ’60s music.

Top Of Page

Frank A. Fortune, 37, on February 26. He was an information

assistant at Bristol-Myers Squibb.

Jane Ann Berson, 51, on February 27. She was an employee of

America Re-Insurance on College Road.

Corrections or additions?

This page is published by

— the web site for U.S. 1 Newspaper in Princeton, New Jersey.

Facebook Comments