As a brand and a destination, Einstein’s Alley does not have quite the immediate identification of, say, Silicon Valley in California or North Carolina’s Research Triangle.

But it’s getting there.

An expanse stretching through five counties along the spine of Route 1, Einstein’s Alley is at once a location, an organization and a vision. Rush Holt, a congressman and a physicist, recognized the area’s potential as a magnet for innovation in 2003 when he brought together people from the research, development, business, labor and education sectors to talk about ways to partner.

Soon after, the vision became an organization — a private, non-profit economic development initiative dedicated to fostering economic growth in Central New Jersey. Acting as a clearinghouse for information and services, the organization endeavors to attract new companies to the region and retain existing businesses while encouraging job growth.

The latest firm to take up residence along Einstein’s Alley seems like the prefect answer to those objectives.

After years of planning and discussions with state and Hamilton Township officials, Genesis Biotechnology will establish a research campus this year. The Genesis group of companies, which employs 600 people in its biological and pharmaceutical development work, expects to add more than 100 jobs once the Hamilton campus is complete.

As Times writer Erin Duffy reported, the group hopes to open its Genesis Biotechnology Campus with a move into one of two vacant buildings off Klockner Road.

Built by Minneapolis-based developer Opus Group just before the real estate market imploded, the Waterview Drive buildings have stood empty since. Genesis acquired them last year in a $5.8 million deal.

There is also room for expansion. According to Genesis, that extra space may be put to good use.

Instead of letting its cash reserves sit idly by, the company intends to invest in infrastructure and employees. Eli Mordechai, CEO and founder of the Genesis Biotechnology Group, explains there is “always a need for medical research and drugs, but our way of combating the sluggish economy is to invest in people. Now is the time to get the talent that is needed, because this is when people are unemployed.”…

The Times of Trenton Editorial
February 09, 2011
The remainder of this editorial is available in the archives