Liquor licenses

Businesses in the borough of East Rutherford seeking to serve alcohol would need to purchase a liquor license from a license holder. There are 19 license holders in East Rutherford. New Jersey law allows municipalities to issue one liquor consumption license for every 3,000 residents. According to U.S. census statistics for 2006, East Rutherford has under 9,000 people, meaning the town could only issue two liquor consumption licenses. However, the 19 existing licenses existed before the law passed.

As part of New Jersey Sports and Exposition Authority (NJSEA) land, businesses at Xanadu will be eligible to apply for "special concessionaire" licenses through a bill passed in January. Xanadu officials estimate 25 tenants will apply for these licenses.

The Meadowlands Commission does not play a role in issuing liquor licenses. The entire sports complex currently has one liquor license, which is held by Aramark, the concessionaire for the complex. The license covers Giants Stadium, the IZOD Center and the racetrack, according to John Samerjan, a spokesman for the NJSEA.

Special concessionaire permits are offered to vendors who have contracts with state entities and in addition to Sports Complex property, are available to state college pubs, municipally owned golf courses or marinas. Vendors must pay $2,000 per year for these permits.

The Pepsi Globe: A billboard?

When it is erected, the "Pepsi Globe," a 286-foot high Ferris wheel at Xanadu, could feature the largest billboard in the nation. Pepsi and Meadowlands Xanadu have discussed the possibility of decorating the Ferris wheel with a lighted, spinning Pepsi logo.

East Rutherford and the New Jersey Meadowlands Commission (NJMC), as well as the New Jersey Department of Transportation (NJDOT), have zoning rules regulating the size and brightness of signs. East Rutherford and the NJMC laws would be overruled because the Pepsi Globe will sit on NJSEA property.

The NJMC has a litany of rules and regulations concerning signs. These rules also depend on the area of the Meadowlands where the sign will stand. The Pepsi Globe could fall under the category of "flashing sign," according to NJMC zoning regulations.

The NJMC defines a flashing sign as "any illuminated sign that exhibits changing natural or artificial light or color effects by any means."

These signs are not permitted anywhere under NJMC jurisdiction. However, a flashing sign exists on NJSEA property, in front of Giants Stadium facing Route 3. The New Jersey Department of Transportation (DOT) sets the guidelines and approves flashing signs, or "electronic billboards."

The Pepsi Globe will face the New Jersey Turnpike and has the potential to distract drivers. According to Erin Phalon, a spokesman for the DOT, a Ferris wheel generally would not need an outdoor advertising permit from the DOT. In addition, the DOT has not received any applications for outdoor electronic advertisements for the Xanadu project. The DOT did not state whether or not the Ferris wheel would need a permit from the agency to construct the Pepsi logo on the wheel, but plans for the wheel have not been finalized.

Parking

Based on Xanadu’s immense size, Meadowlands Zoning would require the structure to provide for 24,000 parking spaces. East Rutherford Zoning would required even more parking, 27,429 spaces based on borough zoning ordinances.

Xanadu, the IZOD Center and the New Meadowlands Stadium will have a total 32,000 parking spaces. John Samerjan, a spokesman for the NJSEA, said the schedules of sporting events at the stadium and entertainment at the IZOD Center would be coordinated as to ensure events at both venues alternate. Still, just 8,000 parking spaces will be added for Xanadu. A new rail line on the Pascack Valley line will accommodate 12,000 passengers on game days, Samerjan added.