An important component to developing in downtown areas is the ability to integrate street level retail with residential above. This is a challenge on many levels including planning, financing, marketing and managing. Ironstate has successfully developed over 250,000 square feet of street level downtown retail to compliment its residential portfolio. Typically, the development of the retail component requires a great deal of creativity, as "downtown retail" generally does not fit the traditional retail mold. Accordingly, the planning, marketing and execution must be flawless to ensure success. Pier Village in Long Branch and The Shipyard Development in Hoboken are two shining examples of the integration of retail and residential with approximately 200,000 sq. ft. of vibrant retail between them including a King's gourmet market, Starbucks, Sparrow Wine Shop, Nirvana Clothing and Avenue Restaurantand all integrated with over 1,600 premium residences.