East Brunswick High School students, who participated in Urban Land Institute (ULI) Northern New Jersey’s 2025 UrbanPlan program, participated in a behind-the-scenes tour June 5 of two luxury residential rental community sites – Russo Development's Vermella East Brunswick and The Raye by Vermella in New Brunswick.
The 50 students heard first-hand accounts of the two large-scale projects by project managers and executives, including President/Property Management Adam Pasternack, Executive Vice President/Head of Development Chris Erb and Vice President of Marketing Courtney Mulligan, as well as New Brunswick Mayor James Cahill, New Brunswick Councilwoman Suzanne Sicora, East Brunswick Mayor Brad Cohen, and Urban Land Institute Northern New Jersey (ULI NNJ) program volunteers.
This gave the students an inside look at redevelopment in action and learn more about the wide variety of careers available in the commercial real estate and planning industries.
Established in 1936, the ULI is a nonprofit education and research institute with almost 40,000 members across the globe. The mission of the ULI is to provide responsible leadership in the use of land to enhance the total environment.
Created by ULI, UrbanPlan allows students to participate in a hands-on, simulated real estate planning program while working side-by-side with leading industry professionals. Through the program, students learn about the fundamental forces that affect real estate development and how responsible development can shape, transform, and ultimately improve our communities.
ULI NNJ introduced the UrbanPlan curriculum to the high school in 2019 under the leadership of East Brunswick High School teacher Marc Mondry. Since its introduction, nearly 200 students have participated in the program at the high school. Today, the program is overseen by the high school’s Jonathan Pawlowski. In 2024, Russo Development became the event sponsor of the district's ULI NNJ’s program and launched the program’s first-ever project tour.
"We’re proud to continue our partnership with ULI NNJ in support of the UrbanPlan program and its mission to inspire the next generation of real estate and planning professionals," said Ed Russo, CEO of Russo Development. "Allowing students to experience both an active development site and a completed community offers a unique, real-world perspective that brings the curriculum to life in a meaningful way."
Since 2003, UrbanPlan has reached more than 52,000 high school and university students in the U.S. and Canada.
The UrbanPlan curriculum tasks teams of students with responding to a "request for proposals" for the redevelopment of a dilapidated neighborhood in a fictional community. Each team member assumes one of five roles: Finance Director, Marketing Director, City Liaison, Neighborhood Liaison or Site Planner.
Through the roles, students develop an understanding of how various market forces − supply and demand, availability of capital, risk versus reward, etc. − clash and collaborate with non-market forces − regulation, politics, advocacy groups, etc. − to create the built environment. Using modeling Lego blocks representing differing asset classes of buildings and property usages, each team reconciles the often-competing agendas to create a well-designed, market-responsive, financeable, and buildable project. Following the creation of their plans, teams are tasked with presenting and defending their proposals in front of a volunteer-based mock city council.
"UrbanPlan empowers students to understand how the built environment takes shape and the vital role they can play in shaping it," said Mara Winokur, executive director of ULI NNJ.
The tour of Russo Development’s Vermella project sites offered a unique opportunity for the UrbanPlan students to observe the redevelopment process first-hand while learning more about the variety of careers available in the commercial real estate and urban planning industries.
Over its 50-plus-year history, Russo Development has completed more than 60 industrial projects and has become one of the largest owners of data center space and delivered more than 5,400 luxury apartments in the New York metropolitan area. The firm’s short-term development pipeline includes more than 3,500 residential units and five million square feet of industrial space, two of the hottest sectors in the New Jersey market.
Russo Development’s Vermella East Brunswick and The Raye by Vermella projects highlight both ends of the redevelopment process explored by students in the UrbanPlan curriculum.
Currently under construction in a joint venture partnership with River Development Equities, Vermella East Brunswick is a mixed-use development project along southbound Route 18. The project will feature 753 units at completion with 30,000 square feet of retail.
Completed in 2025, The Raye by Vermella is a redevelopment of a former department store site in New Brunswick featuring 20,000 square feet of retail and 531 market-rate units. Located at 100 Vermella Drive, the residential experience is further enhanced through an amenity package including a signature resort-style pool, outdoor lounges, playground, dog park, podcast rooms and golf simulator.
The tour marked the completion of the school year's annual UrbanPlan program.
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Cheryl Makin is an award-winning feature, news and education reporter forMyCentralJersey.com, part of the USA Today Network. Contact: [email protected] or@CherylMakin. To get unlimited access, please subscribe or activate your digital account today.