Sarnoff’s Expansion

No Bar at the Square

Corrections or additions?

This article by Barbara Fox was prepared for the May 8, 2002

edition of

U.S. 1 Newspaper. All rights reserved.

Start-up: AlgoRX

If Purdue Pharma wants to work on late stage pain


AlgoRX is focusing on early stage pain products.

"There is a greater level of satisfaction in getting them from

nothing to something," says Ronald M. Burch, the CEO of AlgoRX.

He points out that the annual cost for healthcare and lost


due to pain is $100 billion, and the cost of physician visits due

to pain is $40 million.

Burch opened his company at Interchange Plaza last fall. He graduated

from the College of Charleston in South Carolina, Class of 1977, and

went to the Medical University of South Carolina for his PhD in


and MD in internal medicine. He worked at the National Institutes

of Health and for such big pharmas as Nova Pharmaceutical in


Rhone Poulenc/Rorer in Philadelphia, Zeneca Pharmaceutical in


and Purdue Frederick (a predecessor to Purdue Pharma) in Stamford,


Burch had established an immunotherapeutics division of that firm,

Purdue Biopharma on College Road. To open his new company, Burch


the assets of PowderJect Technologies in Fremont, California. Among

the investors in a $25 million Series B financing round are InterWest

Partners, Sofinnova Ventures, and JP Morgan.

AlgoRx has also licensed rights to commercialize the needle-free,

pain-free PowderJect technology for all drug (non-vaccine)


Burch himself devised the logo and corporate image materials. Loosely

translated from the Greek, AlgoRx means "prescriptions pain."

AlgoRx Pharmaceuticals, 101 Interchange Plaza,

Suite 102, Cranbury 08512. Ronald M. Burch, CEO. 609-409-2300; fax,


Top Of Page
Sarnoff’s Expansion

Sarnoff Corporation made its first appearance before

the West Windsor Planning Board on its proposed 3-million-square-foot

"technology campus" on May 1. But due to a snafu in which some

of the residents living near the project were not notified of the

hearing, Sarnoff will begin its application all over again on


May 22.

Sarnoff’s application is for a 20-year general development plan (GDP).

The approval will determine the phasing of building construction and

road improvements, and outlines the general layout of the site.

The proposed campus would cover some 21 percent of the 336-acre tract

— located in Penns Neck and bounded by Route 1, Fisher Place,

and the Millstone River at the border with Plainsboro Township. The

plan conforms to a new zoning law passed by West Windsor in April.

That ordinance reduced the allowable density of construction on the

property from 30 percent to 21 percent of the site and required that

at least 30 percent of the complex be devoted to research and other

low-traffic generating uses, such as hotels and conference centers.

The most immediate improvement will be the expansion of Sarnoff’s

existing 600,000-square-foot facility to 750,000 square feet. The

improvement calls for the demolition of 350,000 existing square feet,

the renovation of 250,000 feet, and 500,000 feet of new construction.

The first phase of brand-new construction, to be built within the

next five years, calls for 450,000 square feet of research and office

space to be built near the existing Sarnoff building.

Phase two, as required by last month’s zoning amendment, would not

be allowed until the Millstone Bypass is constructed. This phase


the so-called "East Campus" — the 900,000-square-foot

portion of the project near the railroad tracks that includes a hotel

and conference center in addition to research and office facilities.

The final phase calls for the construction of 900,000 square feet

and includes the front lawn of the site between the existing Sarnoff

facility and Route 1. That 90-acre portion of the property is the

subject of an agreement between Sarnoff and Princeton University,

under which Princeton will buy the site after the GDP is approved.

Top Of Page
No Bar at the Square

None of the big restaurant chains will locate at the

new Square at West Windsor shopping center on Route 1 North,


because West Windsor Township asked too much for the sale of a liquor

license. This new center is expected to open this summer with a


anchor store (Lowe’s) but no restaurant.

In March the township authorized the sale of a bar/restaurant license

with a minimum bid of $595,000 to help bolster sagging revenues, but

no bids were submitted by the May 1 deadline.

West Windsor officials believed a restaurant looking to locate in

the Square at West Windsor might buy the license. The project, being

developed by Garden Commercial Properties of Short Hills at the corner

of Route 1 and the new Meadow Road overpass, would be an ideal


for one of the large chains, officials reasoned, because there are

currently no such restaurants on Route 1 North in the township.

Not so, says the Square’s project director Tony DiGiovanni. "The

price they were asking was prohibitive. Maybe people have paid that

much in the past, but tenants today are not willing to go that


He speculates that there might still be some interest in the license,

but the price would have to be between $400,000 and $500,000. A larger

restaurant would also require a trip to the township planning board

for changes in the site design. Larger restaurant chains have their

own distinct look and style that would not mesh with the currently

approved architecture in the Square, says DiGiovanni.

Current tenants slated for the center include Lowe’s, Ethan Allen,

Domain Home Fashions, Fidelity Investment, and Thomasville Furniture.

There is also some 11,000 square feet available that could have been

made available to a chain restaurant, but only if a license could

be bought at the right price.

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