After briefly surveying the room of representatives from more than three dozen
countries that came to the launch of NJ BASE Friday afternoon in Jersey City, Choose
New Jersey CEO Amy Herbold began making her pitch.
“This is one of the most globally connected regions in the country,” she said. “Its
proximity to New York City, major transportation infrastructure, financial markets and a
diverse talent pool make it ideal as a landing point for international companies looking to
establish and grow their presence.”
Attracting companies, of course, is the mission of Choose New Jersey. And that mission
will never have a greater opportunity than during the World Cup, when scores of
business leaders will come to the region.
Herbold said she and her team are ready.
Choose New Jersey has spent months working with the NY/NJ Host Committee,
reaching out to consulates and contacting representatives of international companies to
set up meet-and-greets during the 39-day event.
Whether they are one-on-one or in book groups isn’t as important as starting the
conversation. They are conversations Herbold knows international firms are eager to
have. She discovered that during the recent Select USA event in Washington, D.C.,
which drew more than 5,000 representatives from more than 100 countries attended.
“Our booth was raging,” she said. “There’s a huge interest in New Jersey because of
our logistics and our airports.”
Herbold, however, knows the talks can take time.
“Doing business in New Jersey can be complicated sometimes,” she said. “Gov. Sherrill
is working on making it less complicated but having Choose and the EDA to help you
understand the process and how we operate here is important.”
Having a governor leading the discussion is important, too.
Herbold said Sherrill is expected to attend as many meetings as possible to sell the
state.
“There’s no better representative,” she said.
Sherrill will have plenty to pitch, perhaps starting with NJ BASE.
NJ BASE will serve as a landing pad for international companies looking to establish
and scale operations in the U.S., supporting expansion, attracting investment and
creating high-quality jobs in industries vital to New Jersey’s economic future.
The 7,200-square-foot office, located at 3 Second St., the office comes with 12 private
offices for companies (each intended to serve two people), ample open space for
additional workers or events, a handful of huddle spaces and meeting rooms and a
cafeteria.
NJ BASE, which intends to work in cohorts of 12 to 20 companies, will provide one year
of free office space to companies looking to expand in the U.S. — including a six-month
Business Immersion Program, aimed at helping these companies gain a better
understanding of the state’s business ecosystem.
Andrew Gross, the Director of International Innovation and Partnerships at the EDA,
said NJ BASE joins a long list of EDA programs aimed at helping companies grow and
find success in New Jersey.
“It is investment into our future and our ability to remain competitive, both nationally and
globally,” he said. “This solidifies New Jersey’s position as a major hub of business
attraction and sends a signal to the entire world that New Jersey has achieved a new
level of global recognition.”
And it opens just as the world is getting ready to come to New Jersey.
