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Artist Rendering Trump Plaza Jersey City By Joe Bousquin ■ Contributing Editor, <strong>Broadband</strong> <strong>Properties</strong> This month’s showcased property is Trump Plaza Jersey City, a luxury tower developed by Metro Homes in partnership with the Trump Organization. The developer worked with private cable operator BroadStar Communications to deploy fiber to the unit, and leveraged Dish Network’s QAM solution to provide bulk video and Internet services to residents, as well as telephony. Our thanks to Metro Homes founder Dean Geibel, as well as BroadStar’s Tyler and Russell Bell, for their assistance in preparing this feature. Basic Property Information When Dean Geibel, founder of Hoboken, New Jerseybased developer Metro Homes, set out to build the tallest residential building in New Jersey on the Hudson River’s Gold Coast, he knew he couldn’t skimp on the details. Not only did he want to command prices significantly higher than the going market rate in up-and-coming Jersey City; he also had a partner whose name, which was franchised to the building, would undoubtedly raise buyers’ expectations: Donald Trump. Every aspect of Trump Plaza Jersey City, which Geibel built and which the Trump Organization now manages, had to be top-notch, from the 24/7 concierge service and valet parking, to the rooftop resort and spa, 26-foot demilune heated thermal bath, Brown Labrador polished granite counters and cherry ginger cabinets. Even the views, which include the Manhattan skyline, Ellis Island and the Statue of Liberty, are world-class. “The Trump name is considered the gold standard in luxury housing,” says Geibel. “When you buy from Trump, you expect everything, and we really wanted to put anything and everything we possibly could into this building. It’s very much like living in a luxury hotel.” So when it came to choosing the technology package for the building, Geibel couldn’t afford to go halfway. Through a partnership with private cable operator BroadStar Communications, based in Williamstown, New Jersey, all 444 homes in the 55-story tower now enjoy fiber-to-the-unit connectivity. Multiple three-port Ethernet jacks provide plug-and-play Internet, TV and phone connectivity, and residents can enjoy Internet speeds up to 18 Mbps. In-unit networking allows computers, printers and other peripherals to connect to one another automatically. Artist Rendering 24 | BROADBAND PROPERTIES | www.broadbandproperties.com | April 2009
Above: Fiber terminations at headend. The distribution trunk cables are spliced onto the back side, and the front side connections you see feed them with signal. Each yellow fiber on the leftmost of the three racks feeds a unit. There is a spare fiber run below each connection you see. BroadStar deployed Dish Network’s Quadrature Amplitude Modulation (QAM) system, which feeds programming to multiple units from a single dish and supports dual analog and digital signals. The set-up provides must-take bulk television services to residents, who pay for the base package through their condominium association fees and can select upgraded programming for additional fees paid to BroadStar. Packages include Korean and other international programming options to serve the area’s Asian communities. While plans to complete a second tower at the project have been put on hold due to the current economic climate, Geibel says having the technology amenity has helped his sales velocity and pricing, and 82 percent of the first tower has been sold. “This is one more amenity that’s helping us close deals,” Geibel says. “In this market, we’re throwing everything at them, including the kitchen sink, and this system is certainly something we can hang our hat on.” Prices start in the high $300,000s for a studio, and range into the millions; one of the building’s “grand” penthouses recently sold for $2.4 million. The building also represented a coup for BroadStar, which collects an average of $147 per unit for its services each month. While many other Trump-branded properties have deployed Verizon’s FiOS services, Geibel says BroadStar stood out in the bidding process for the job, both in terms of price and technological capabilities. “Money is always a big consideration, and BroadStar gave us significantly lower rates than the incumbent providers,” Geibel says. “But beyond that, we have a 100-percent fiber distribution system that’s one of the most advanced in the entire state. It’s been performing well, and is extremely stable. We felt the price was right, and that what was offered was better than what we saw from other providers.” Tyler Bell, CEO of the private cable operator, says part of the firm’s winning equation was its service commitment. “If Above: Ports on right are CWDM combiners. Each fiber there carries all three services to each of the 1x32 splitters. Inputs behind each green output are for video and for data (phone, Internet). Calix equipment feeds the data side. Video-only outputs from optical three-way splitters are at left. we get a call on noon at Friday, we’ll be out there Friday afternoon,” Bell says. “A lot of developers in that situation would just choose the incumbent, with the thinking that it’s the safe choice. I was impressed by Metro’s willingness to choose a PCO, and taking a position that we could provide faster Internet and more services.” Vital Stats Located at Washington and Bay Streets in Jersey City, Trump Plaza I is the first of two planned towers hailed as the tallest residential buildings in New Jersey. At 532 feet, Trump Plaza I tops out at 55 stories housing 444 condo units. Luxurious interiors are complemented by an onsite resort and spa, 24-hour concierge service and breathtaking views of Manhattan, Ellis Island and the Statue of Liberty. Greenfield or retrofit? Greenfield Number of residential units completed: 444 High-rise/mid-rise/garden style? High-rise Date services started being delivered: June 2008 Technology How is fiber distributed inside the building? Russell Bell, Vice President of Field Operations, BroadStar: We deployed 14 144-count, single-mode Superior Essex fiber trunks to the 14 intermediate distribution frames (IDFs). From these locations, we deployed 4-count, single-mode “home run” cables to the structured wiring box (SWB) located inside each unit. All trunks were terminated inside our headend onto Standard Connector/Angled Physical Contact (SC/APC) panels. Two fibers were spliced all the way through to each unit, with one primary and one spare, which leaves the potential for two additional lines to be spliced through to each unit if ever needed. April 2009 | www.broadbandproperties.com | BROADBAND PROPERTIES | 25
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Page 4 and 5: EDITORIAL DIRECTOR Scott DeGarmo PU
Page 6: table of contents DEPARTMENTS Presi
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Page 11 and 12: Draka BendBright-XS ® Value Innova
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Page 15 and 16: RBOC UPDATE New Washington Apartmen
Page 17 and 18: Deployer Spotlight International de
Page 19 and 20: approach - we need to be service dr
Page 22 and 23: Strong Growth for FTTH Worldwide sa
Page 24 and 25: Municipal FTTH Deployment Snapshot
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Page 30 and 31: unaware of our method of fiber depl
Page 32 and 33: international New Applications on D
Page 34 and 35: Fiber Here to the Single Family | M
Page 36 and 37: North American Deployments As the n
Page 38 and 39: Why FTTH, Why Now? Fiber to the hom
Page 40 and 41: Fiber and Bandwidth Q: What is band
Page 42 and 43: FTTH Users’ Stories The Power Beh
Page 44 and 45: The Inevitability of Bandwidth Grow
Page 46 and 47: Applications for FTTH Providers: Be
Page 48 and 49: than the free services provide. Or,
Page 50 and 51: The Light Fantastic: Three Reasons
Page 52 and 53: Builders, Real Estate Developers an
Page 54 and 55: Questions Real Estate Developers As
Page 56 and 57: Focus on Municipal Priorities Munic
Page 58 and 59: Understanding the Technology in Gre
Page 60 and 61: Zeros and Ones If all pulses look t
Page 62 and 63: FTTH Versus Other Types of Fiber Ne
Page 64 and 65: FTTH and FTTB Network Architectures
Page 66: The FTTH Council will certify any h
Page 69 and 70: HOT PRODUCTS Industry Segments Area
Page 71 and 72: HOT PRODUCTS Broadband Integration
Page 73 and 74: HOT PRODUCTS Display Systems Intern
Page 75 and 76: HOT PRODUCTS EZ-Bend Optical Cables
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HOT PRODUCTS splitters and passive
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SMS: Solutions Made Simple! Questio
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TECHNOLOGY passive network design -
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TECHNOLOGY Figure 3: Segmented spli
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ECONOMIC DEVELOPMENT it started out
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ECONOMIC DEVELOPMENT Planned Commun
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ECONOMIC DEVELOPMENT Putting the co
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INTERNATIONAL coverage connections
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Clearfield Expands Product Line Fro
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