When Nokia Bell Labs announced that it would move its research and development operations to a vast new innovation center in New Brunswick, New Jersey in 2023, the global technology company was looking to the future. “Ultimately, we aim to be a facility for the next 100 years of Nokia Bell Labs,” said Nishant Batra, Nokia's chief strategic and technology officer.
It helped that the project was approved under a major tax credit program called Aspire, created under New Jersey's Economic Recovery Act of 2020. As a result, Nokia could receive up to $103.9 million in tax credits. But Nokia was drawn to the heart of Middlesex County for reasons that mirror what many companies are now discovering. It's a rare convergence of smart infrastructure, talent pipelines, and cultural vibrancy, all supported by financial power.
“More than 10 years ago, we carefully evaluated our business and financial situation,” County Administrator John Promena recalled. The county had maintained a AAA bond rating for 24 years, but in 2010 it had nearly $900 million in debt, too little surplus for economic fluctuations, and too much labor. “When the economy took a downturn, we first had to make strategic business decisions about how to organize our company before moving forward with developing sustainable economic solutions.”
That strategy worked. Currently, Middlesex County has a surplus of more than $110 million. More importantly, the company has not issued new debt in nearly a decade, instead building nearly $100 million in capital improvements directly into its annual operating budget. “That allows us to continue improving without having to raise funds,” Promena explains. “And the money we have can earn interest and be reinvested into our system.”
From college to career: A pipeline with purpose
Middlesex County's true long-term investment is not only financial, but also educational. From Rutgers University and Princeton University to Middlesex University, the region is focused on creating seamless pathways from education to career that serve both residents and employers. “Essentials” [for CEOs] “This is a workforce pipeline that allows companies to maintain operations and bring new innovations,” Promena said. This focus makes the county attractive to companies in growth sectors such as life sciences, food innovation and autonomous technology.
Public-private collaboration is the driving force behind its workforce strategy. For example, the Jack & Cheryl Morris Cancer Center, part of RWJBarnabas Health, is New Jersey's first $1 billion, freestanding cancer institute, designed not only as a state-of-the-art medical facility but also as a hub for career path development. Similarly, the county's acquisition of the Heldrich Hotel and Conference Center near the Rutgers University campus is intended to support the culinary and hospitality programs at Middlesex University and Middlesex County Magnet School by providing students with hands-on training and job prospects.
The growing list of companies choosing Middlesex to grow or relocate is “evidence” that the county's long game is paying off, Promena said. DSM Nutritional Products has opened a new facility in Plainsboro. Sun Pharma is expanding its presence and adding 220 new jobs. United Arab Emirates-based Hotpack Packaging is investing $100 million to build a new manufacturing and distribution facility that will add 200 jobs.
A place to work, live and stay
While many counties focus solely on tax incentives or business parks, Middlesex is taking a more holistic approach. “We want Middlesex County to be a destination,” Promena said. This includes the $350 million redevelopment of Middlesex University's campus into a 5,000-capacity multi-purpose venue for sports, entertainment and the arts. Rutgers University's NCAA Division I baseball team will play there, and the 14 new tournament fields are expected to attract regional and national youth sports competitions.
Cultural capital is prioritized as well. “In 2015, we called on the people for a non-binding referendum,” Promena recalls. Question: Do voters support a $10 million budget item for arts, culture and history? Almost 70% said yes. Since then, the county has committed $5 million a year to cultural programs. Accomplishments include the revitalization of the New Jersey State Theater in New Brunswick, which is owned by the county rather than the province, and collaboration with towns such as Metuchen, Carteret and Woodbridge to expand access to performance space.
Meanwhile, transportation innovations are being developed in parallel with traditional infrastructure investments. A new on-demand rideshare pilot will allow New Brunswick residents to travel anywhere in town for just $3, addressing the “last mile” problem that traditional transportation can't solve. And DataCity, a partnership with Rutgers University, is transforming New Brunswick, New Jersey, into a living proving ground for smart mobility and autonomous vehicle technology.
Ultimately, Middlesex County's vision is rooted in collaboration: education that aligns with workforce demands, infrastructure that serves business and community alike, and partnerships that make the whole greater than the sum of its parts. For companies looking for a future-proof location, Middlesex County is ready and has the balance sheet, workforce and track record to prove it.
