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Case study


Project Overview

Prudential employs more than 4,800 people in the City of Newark where the Company occupies more than 1.8 million square feet of space. With several of its leases in the City set to expire the Company commenced a comprehensive evaluation of its Newark occupancy to identify the optimal location strategy.

BLS & Co. advised Prudential on the role of incentives in its overall location strategy, and ultimately secured approval of an Urban Transit Hub Tax Credit award in support of the construction of a proposed new facility and the creation of new high-compensation positions.  The project, which will result in a redevelopment of an entire city block, represents the single largest project in Newark in a generation.  


  • 600,000 square feet of space
  • More than $300 million of capital investment

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