DCG Corplan was retained by the City of Plainfield, NJ Department of Economic Development to provide a Market Analysis assessing imbalances between housing and retail demand. Analyzing 10 new housing projects revealed a total of 20,080 sq. ft. of available retail space, ranging from 1,700 to 4,200 sq. ft. per project. The objective is to identify retail, hospitality, and entertainment demand to support housing growth and create strategic targeting guidelines for interested businesses.

Plainfield features a younger, more male, and diverse population than its regional trade areas (RTAs), though it lacks Asian representation. While educational attainment up to the Associate’s level is adequate, four-year and advanced degrees are lacking. Plainfield is largely a middle-income, blue-collar, and services-oriented community with an average household income of $94,695. Housing is relatively affordable; 53% of homes cost between $250,000 and $499,000, averaging $436,700. Rental housing is more prevalent here than in the RTAs. Regional industry is dominated by services, but Plainfield shows strength in manufacturing, transportation, retail trade, and construction. Future efforts should prioritize recruiting white-collar industries.

The analysis identifies specific retail and entertainment targets suited for Plainfield’s available spaces:

• Retail Niches: E-bike/e-scooter retail, floral/gift shops, hardware, furniture/home decor, wine shops, jewelers, consignment shops, photo equipment, and sporting goods.
• Comedy Clubs: Estimated at 3,000 sq. ft. (based on a conservative 200-seat industry standard at 15 sq. ft. per person).
• Community Theaters: Estimated at 2,000 sq. ft. (based on 200 seats at 10 sq. ft. per person).
• Hotels: Requires approximately 47,500 sq. ft. Industry outreach indicates major brands require a minimum of 120 rooms (averaging 132 rooms) to be viable, bypassing smaller boutique concepts.

For more information, contact:
Zenobia Fields, Director, Dept. of Economic Development
City of Plainfield, NJ
(908) 753-3664
zenobia.fields@plainfieldnj.gov