Wall Township Introduces Ordinance To Redevelop Peddler’s Village Into 217 Townhomes

Wall Township officials introduced an ordinance this week for a redevelopment plan that would transform the vacant Peddler's Village property at 1413 Atlantic Ave. into 217 townhouse units. Forty-five units will be affordable housing.

K. Hovnanian will develop the project. Exit 98 Associates owns the property — its principal is John C. Shibles.

A public hearing on the ordinance is scheduled for May 26 at 7 p.m. in the municipal building at 2700 Allaire Road. Township Administrator John Tobia said the ordinance is just the first step. It's a long process.

The area was designated in need of redevelopment in 2018. An original plan from 2019 called for 350 apartments, 39,000 square feet of commercial development, 50,000 square feet of office building, and up to a 150-room hotel with a restaurant and related accessory uses.

"The 2019 plan was ultimately never adopted, and the property has continued to sit vacant since that time," Tobia said, according to Star News Group. "The adoption of this plan will allow for a developer to submit a site plan application to the planning board to implement the fourth-round affordable housing plan of 217 (total) units at this site. The proposed redevelopment plan being contemplated is drastically reduced from the originally introduced plan of 2019."

The new redevelopment plan was first proposed in August 2025 at a planning board meeting. Township affordable housing planner Kendra Lelie outlined four conceptual plans to address the municipality's affordable housing requirement for 2025-2035 from the state.

The state gave the municipality an obligation to create 650 affordable units by the time of the August 2025 hearing. The Mount Laurel doctrine, a 1975 and 1983 New Jersey Supreme Court ruling, requires municipalities to provide a "fair share" of low- and moderate-income housing through their zoning laws and affordable housing plans every 10 years.

The 21-acre parcel will contain up to 44 market-rate two-story townhouse units and up to 128 market-rate three-story stacked townhouse units. Upgrades to roads, sidewalks, parking, amenities, and related improvements are also part of the plan.

A developer's agreement will require the installation of a traffic signal and a signalized intersection across from Hinck's Turkey Farm. A center turn lane down to Silton Swim School will also be added "to alleviate some of the traffic conditions that are currently on Atlantic Avenue," Tobia said.

Improvements to nearby Orchard Park will include bathrooms, pavilions, cameras along the bike path, and new lighting. The township will receive 22.5 bonus credits toward its 650 affordable unit obligation with the project because the plan redevelops commercial property.