Behind Hoboken Point: How Hartz Mountain Is Targeting Affordability for Hybrid Professionals
President & COO Gus Milano details the project, the community and the marketplace in a discussion with Associate Editor Adina Rogoz.
On New Jersey’s Gold Coast, remote work and the dire need for less expensive housing options have been fueling multiple projects that cater to the specific needs of digital nomads and hybrid professionals. One of the most recent ones is Hartz Mountain Industries’ Hoboken Point, a luxury development along the Hudson River at the northern border of Hoboken in Weehawken’s Lincoln Harbor neighborhood. The 60-acre waterfront enclave has evolved from a mainly business destination to a live-work-play area.
Designed by CetraRuddy, the 15-story Hoboken Point community features 262 units and multiple amenity spaces tailored to hybrid professionals looking to live within a short ferry ride from the Manhattan area.
To learn more about this development and the changes Lincoln Harbor is undergoing, we asked President & COO Gus Milano to share details about Hartz Mountain’s latest venture, which includes investments in adjacent public spaces.
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How has multifamily demand evolved in the major East Coast markets where Hartz Mountain operates?
Milano: Over the last two decades, New Jersey’s Gold Coast has experienced a surge in highly amenitized luxury multifamily developments, establishing it as a more affordable and viable alternative to living in New York City. With multiple mass transportation options, ample open space, parks and a variety of restaurants, many young professionals are choosing to reside in this area. As the New York metro area continues to thrive as a business and cultural hub, coupled with the rise of the digital nomad lifestyle, multifamily projects in the region are experiencing substantial success.
What can you share about average occupancy rates at your New Jersey multifamily properties?
Milano: New Jersey’s Gold Coast stands out as a strong performer for us. Transitioning from office to multifamily has proven highly effective in this market, largely due to its proximity to New York City, which continues to attract transplants from across the U.S. As a result, our Gold Coast multifamily properties consistently maintain high occupancy rates, averaging above 97 percent, which reflects the area’s desirability.
Hoboken Point is a luxury apartment community located at 100 Harbor Blvd. on the Hudson River waterfront. Image courtesy of KL Masters 
The building includes two sculptural towers rising from a landscaped amenity podium. Rendering courtesy of CetraRuddy 
Hoboken Point provides direct access to the Hudson River Waterfront Walkway. Rendering courtesy of CetraRuddy 
The community features 262 residences, ranging from studios to two-bedroom-plus-den layouts. Image courtesy of New World Group 
Work Lab is a 5,200-square-foot private coworking space. Image courtesy of KL Masters
Tell us more about Hoboken Point, your latest development in N.J. In what ways is Hoboken Point a live-work-play community?
Milano: Hoboken Point is a luxury resort-style apartment community located on the Hudson River waterfront in Weehawken’s vibrant Lincoln Harbor enclave. It caters to the modern hybrid professional by offering an unparalleled lifestyle experience centered around three pillars: live, work and play.
The community features 262 residences, ranging from studios to two-bedroom-plus-den layouts and 40,000 square feet of amenities, including a multi-level roof deck with a swimming pool, a state-of-the-art fitness center and a 5,200-square-foot private coworking space dubbed the Work Lab. Combined with its premier location just a ferry ride away from Manhattan’s Hudson Yards, Hoboken Point provides residents with an all-in-one lifestyle experience that meets their every need.
What role did community feedback play in shaping your Hoboken Point project?
Milano: Community feedback is critical in shaping our projects because it ensures that we create spaces that people are proud to call home. For Hoboken Point, we prioritized understanding and adapting to the evolving needs and preferences of prospective renters.
As hybrid work models continue to change how people live and work, the concept of home has gained new importance. It’s now essential to provide an enhanced living environment that integrates work, wellness and leisure. By offering a condo-style rental experience with a cohesive array of hotel-inspired amenities, Hoboken Point addresses these needs, setting a new standard for contemporary living.
What are some of the standout features and amenities at Hoboken Point that cater to today’s hybrid professionals?
Milano: Hoboken Point offers both indoor and outdoor amenities tailored to the needs of today’s hybrid professionals. At the heart of these offerings is the Work Lab, a nearly 5,200-square-foot private coworking space featuring panoramic views of the Hudson River. This space provides a professional environment with private conference rooms, comfortable seating, tech-enabled video conferencing and an outdoor terrace, eliminating the need for office commutes or costly coworking memberships.
Additionally, residents can enjoy the building’s ultramodern fitness center and yoga studio, both with views of Hudson Yards. There is also a private dining lounge with a demonstration kitchen for hosting events and a game lounge with a sports simulator. On the multi-level roof deck, residents can indulge in a sky pool, spa, cabanas and an outdoor kitchen, all against the backdrop of the Manhattan skyline.
Hartz Mountain Industries has also invested in public spaces like the Weehawken Waterfront Park and Recreation Center. How exactly do these investments benefit your residential properties?
Milano: Quality public spaces are essential to the overall health and attractiveness of a community. Our investments in projects like the Weehawken Waterfront Park, the Weehawken Recreation Center and Pool Complex and the Hudson River Waterfront Walkway contribute significantly to the quality of life for everyone, not just residents of our properties.
Today’s renters are looking for more than just an apartment; they seek vibrant environments with well-rounded amenities. By investing in both public and private spaces, we’re fostering sustainable, prosperous communities that appeal to prospective residents and enhance the long-term value of our properties.
By facilitating social interaction and enhancing overall health and wellness, public spaces enrich daily life and help create a sense of belonging among area residents. A positive resident experience is fundamental to the success of our projects, so prioritizing the development of public spaces is essential to our strategy.
